The 3-2-1 Method: How to Build an Audience That Buys Without Going Viral
A hundred-day case study in why followers and revenue are different games, told through a five-ring targeting model and the Claude workflows behind it.
Posted
1 weeks ago
Duration
Format
Interview
educational
Views
203.5K
2.7K likes
57 · 43
Big Idea
The argument in one line.
Growing a following and making money from content are different games that call for opposite strategies, and a five-ring targeting model paired with a fixed weekly posting mix turns content into a measurable system instead of a guessing game.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A business owner or coach with an existing offer who wants organic content to drive buyers, not just impressions.
A creator who gets views but no sales and wants to understand why the two aren't connecting.
Someone with a Claude subscription who wants a structured way to turn video data into a content strategy, not just get scripts written.
Anyone afraid that niching down their content will kill their growth, who wants to see the numbers on a narrow account that worked.
SKIP IF…
You're optimizing for fame or brand deals specifically. The entire framework here is built around avoiding virality, which works against the brand-deal game.
You don't have a product or offer yet. The video repeatedly insists you define that first, before any of this applies.
TL;DR
The full version, fast.
Growing an audience and monetizing one are different games, and chasing views can actively work against conversion. The guest grew a second Instagram account from zero to 60,000 followers, $100,000 in revenue, and 30,000 email signups in 100 days without a single video passing a million views, using a five-ring bullseye to decide how broad or narrow each video's topic should be, then splitting every week's seven posts into a fixed mix: two broad videos for follower growth, four narrow videos for conversion, and one wildcard. Claude's real job in the workflow isn't writing scripts. It's mining his own and competitors' video data to find which topics, hooks, and phrases actually convert, then generating original remixes of what's proven to work.
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Cold open on the results, then the guest explains his two edges (distillation and systems/atomic-unit thinking) and recaps his three-year journey: failed ventures, a first breakout video, a year of daily AI/tech content, brand deals, and the decision to build a YouTube audience of business owners.
09:51 – 20:03
02 · Why your audience isn't buying
Continues the journey (why he built a second account to be 'bulletproof' the way Hormozi diversified across business models), states the traffic/funnels/offers model, and runs the Gamma and HyperAgent sponsor segments.
20:03 – 26:18
03 · The TRUTH about what AI is good at
AI as a leverage multiplier on individual tasks and actions inside traffic/funnels/offers, not a system that runs itself; explicit pushback on 'fully automated' content claims; his vision is to automate everything except the human's opinion, the 'last mile' of creativity.
26:18 – 30:18
04 · Do this before you build an audience
Deepens the offer-first philosophy: offers as the Hormozi $100M Offers framing, funnels as simple-first, and the recommendation to define your offer before chasing traffic.
30:18 – 35:20
05 · How I made $100,000 in 82 days
The tweet and the case study: 60,000 new followers, 4.5M views, 30,000 emails, six-figure attributable revenue, zero videos over a million views, only six over 100,000, done intentionally to stay 'bulletproof.'
35:20 – 40:07
06 · How to write a bio that attracts buyers
The three-line bio formula: who you help and how, your single strongest credibility statement, and one CTA link instead of a link-tree menu.
40:07 – 44:31
07 · Why going viral can kill your revenue
Brand-deal virality versus precision marketing as two different games; how views from outside the target buyer 'pollute' the algorithm's targeting on every future post.
44:31 – 53:26
08 · How to build an audience that buys (3-2-1 method)
The five-ring bullseye defined live, the fixed weekly mix (two broad, four narrow, one chaos agent out of seven), the batch-test-iterate loop, and the halo effect of one broad hit lifting the narrow videos around it.
53:26 – 58:32
09 · [LIVE AI DEMO STARTS]
Live run of the free Bullseye Builder Claude skill: it interviews the guest on his target buyer and their core struggle, then builds the five rings for the Kallaway Marketing account on screen.
58:32 – 1:09:43
10 · Claude skill that helps you find your ideal audience
Walkthrough of the Sandcastles dashboard: live stats, per-video topic/hook/format reports, and identifying his three real working buckets (storytelling/retention psychology, Claude AI workflows, hook-writing formulas) from his own channel data.
1:09:43 – 1:13:31
11 · How to know if your content is attracting buyers
The three tiers for measuring what's working: views, followers gained, and conversion, plus the 'divide comments by two' proxy for email opt-ins.
1:13:31 – 1:23:08
12 · How to find the best content ideas
Building a Sandcastles watch list of comparable creators, deep-analyzing their top-performing videos, and aggregating the results so the pattern comes from many videos at once instead of one.
1:23:08 – 1:35:02
13 · Use this MCP to turn Claude into your content strategist
Natural-language Claude+Sandcastles MCP workflow: analyze the top 50 videos, auto-deep-analyze any gaps, generate a hidden-pattern report, and the 'A vs. B' technique of comparing your flops against a competitor's hits.
1:35:02 – 1:40:27
14 · Get them addicted in 4 seconds (use this skill!)
Hook anatomy (spoken, text, and visual hook alignment) and the three levels of hook engineering: swap a proven format, borrow a validated power phrase, then have Claude generate original remixes of it.
1:40:27 – 1:42:56
15 · Do this exercise this weekend
The concrete weekend action plan (run the free Bullseye Builder skill, build a watch list, analyze the top 50 competitor videos, plan the next seven posts on the 3-2-1 mix, then post without over-editing) and sign-off.
Atomic Insights
Lines worth screenshotting.
Going viral and making money from content are different games: viral content wants everyone's attention, converting content wants only the right 10-20% of people to see it.
In 100 days one creator went from zero to 60,000 followers and $100,000 in revenue with zero videos over a million views and only six over 100,000.
Once content reaches people outside the target buyer, those non-buyers 'stick' and pollute the algorithm's sense of who future posts should reach, dragging down every video that follows.
Followers gained is a more honest success metric than views, because someone has to actively press follow, which views alone don't require.
Comment count divided by roughly two is a rough proxy for email signups on a lead-magnet video, since most comments are requests for the freebie, not compliments.
A five-ring bullseye, from the exact buyer at the center out to the whole business category at the edge, tells you exactly which ring is too broad to ever post in.
A fixed weekly content mix, two broad videos, four narrow videos, one experimental 'chaos agent' post, out of seven total, is what keeps growth and conversion both moving.
Landing one moderately broad hit, in the 50,000-100,000 view range, creates a halo effect that lifts the view counts on every narrow, high-converting video that follows it.
Hook writing has three levels: copy a proven hook format and swap in your topic, borrow a validated power word or phrase that recurs across winning hooks, then have Claude generate original remixes so it doesn't read as copied.
AI can't replace the 'last mile' of content, your specific opinion or take. Its real leverage is analyzing dozens of already-made videos to find patterns that would take months of trial and error to spot by scrolling.
Before you have your own performance data, the fastest path to real topic buckets is building a watch list of comparable creators and feeding their aggregate best-performing videos into Claude.
Business breaks down to three root variables, traffic, funnels, and offers, and the recommended build order is offer first, since it's easier to find traffic for a defined offer than to find something to sell an existing audience.
A bio functions as a landing page with three jobs: line one states who you help and how, line two states your single strongest credibility proof, line three is one CTA link, never a link-in-bio menu.
Takeaway
Views and revenue are different games
AUDIENCE PRECISION
Growing a following and monetizing one call for opposite content strategies, and a five-ring targeting model paired with a fixed weekly posting mix turns that tension into a repeatable system.
02Why your audience isn't buying
Reaching people outside your actual buyer doesn't just waste a view, it teaches the algorithm to keep showing your future posts to the wrong audience.
Business reduces to three root variables, traffic, funnels, and offers, and skipping straight to traffic without a defined offer leaves you with an audience you can't sell to.
03The TRUTH about what AI is good at
AI speeds up individual tasks inside a content workflow, like drafting a slide or a hook; it doesn't run the whole traffic-funnels-offers system end to end on its own.
Claims of a fully automated content machine that edits and posts by itself are marketing, not reality, even from people demonstrating real AI tools on camera.
The one part of content AI can't replace is your specific opinion or take, the 'last mile' that turns raw information into something worth following.
04Do this before you build an audience
Define the offer before building the audience: it's easier to find traffic for something specific to sell than to find something to sell an audience you already built.
A simple funnel, watch a video, click a button, give an email, get an email, buy, beats a complex one when you're starting out.
05How I made $100,000 in 82 days
A hundred-day account grew to 60,000 followers and six figures in revenue with zero videos over a million views and only six over 100,000, proof that reach and revenue don't have to correlate.
Deliberately avoiding a viral breakout kept the audience narrow enough that nearly every follower plausibly fit the buyer profile, instead of one outlier video diluting the whole account.
06How to write a bio that attracts buyers
A bio is a landing page: line one states who you help and with what, line two states your single strongest credibility claim, line three is one CTA link.
One overwhelming credibility statement overrides a low follower count faster than a large following with no clear proof point.
A link tree adds a second click between the follower and the payoff; a single, most-aligned link converts better than a menu of options.
07Why going viral can kill your revenue
Brand-deal content and conversion content are different games: one wants the biggest possible audience, the other wants only the 10-20% who are the actual buyer.
Getting views from the wrong audience segment doesn't just fail to convert, it pollutes the recommendation algorithm's model of who your account is for going forward.
08How to build an audience that buys (3-2-1 method)
Map a five-ring bullseye from your exact buyer at the center out to your broadest possible category at the edge, then never post at the outermost ring.
Split a week of seven videos into two broad posts for follower growth, four narrow posts for conversion, and one experimental post, then let the data decide what to keep.
After each batch of seven, keep whichever buckets hit their goal and swap out whichever didn't, compounding the mix batch over batch instead of guessing indefinitely.
One moderately broad hit, in the 50,000-100,000 view range, creates a halo effect that lifts view counts on every narrow, high-converting video that follows it.
09[LIVE AI DEMO STARTS]
A short interview about your specific buyer, their revenue range, and their one core struggle is enough for an AI tool to draft a five-ring targeting map for you.
10Claude skill that helps you find your ideal audience
Sort your own past videos by topic, hook, or format and compare their view and engagement averages before guessing at what your audience actually wants more of.
The topics that get the most views and the topics that drive the most leads are often different videos entirely, so track both, not just one.
11How to know if your content is attracting buyers
Views tell you almost nothing about who watched; followers gained is a better signal because someone had to actively choose to follow you for what you said.
Comment count on a lead-magnet video is a rough stand-in for email signups, since most comments are requests for the freebie, not compliments on the video.
Conversion, actual emails or dollars captured through a call to action, is the only metric that tells you the content is reaching real buyers.
12How to find the best content ideas
Before you have your own performance data, build a watch list of comparable creators and analyze their best-performing videos in aggregate instead of copying any one of them.
The value isn't in any single competitor video, it's in feeding dozens of them into an AI tool at once and asking it to find the recurring pattern.
13Use this MCP to turn Claude into your content strategist
If your own content is flopping, feed your recent videos and a competitor's recent hits into the same analysis and ask what's different between the two sets.
A plain-language request, analyze the top videos and tell me what to make next, gets more useful strategy out of an AI tool than an elaborate prompt.
14Get them addicted in 4 seconds (use this skill!)
A hook has three parts, spoken, on-screen text, and visual, and the spoken and text hook need to say the same thing because eyes read faster than ears hear.
The lowest-effort hook move is swapping your topic into someone else's proven hook format, but the format alone often reads awkwardly once your own words are in it.
The real lever is power words and phrases: specific, loaded language that recurs across a niche's best-performing hooks, remixed into new phrasing rather than copied outright.
15Do this exercise this weekend
Run a free targeting exercise, build a list of comparable creators, analyze their best videos, then plan your next seven posts on a broad/narrow/experiment mix before you record anything.
Post without over-editing to start: captions on a phone video are enough to get seven posts out and start generating real data about what works.
Glossary
Terms worth knowing.
3-2-1 method
A weekly posting cadence of seven videos split into three buckets: one broad topic posted twice for reach, two narrower topics posted twice each for conversion, and one experimental 'chaos agent' post.
Bullseye framework
A five-ring model for scoping content topics, from the exact target buyer at the center out to the broadest possible category at the edge, used to decide how narrow or broad a given video should be.
Broad video
A post scoped one or two rings out from the exact buyer, meant to pull in new followers through higher view counts at the cost of lower conversion.
Narrow video
A post scoped close to the exact buyer's specific situation, meant to drive high conversion (leads, emails) even though it earns fewer views.
Chaos agent video
The seventh weekly post, left open to any topic or format as a low-stakes experiment that can seed a future content bucket if it works.
Power word / power phrase
A specific, loaded word or phrase that recurs across a niche's best-performing hooks and draws more attention than a plain equivalent.
Directional trust accrual
The idea that every piece of content should build a viewer's trust in your specific expertise, rather than just earning a view unrelated to what you actually sell.
Traffic, funnels, offers
A three-part model of what a business needs to make money: an offer to sell, a funnel to deliver people to it, and traffic to fill the funnel.
Watch list
A curated list of comparable creators inside a content-analytics tool, used to pull an aggregate view of what's performing well across a niche rather than one account.
Deep analysis (of a video)
An AI-generated breakdown of a single video's topic, hook, format, and script-writing tactics, meant to be aggregated across many videos rather than read one at a time.
“In 100 days, I've gone to 60,000 followers, over six figures in attributable revenue, and the biggest thing is that I intentionally did not go viral.”
cold-open thesis statement, states the whole episode's counterintuitive premise in one breath→ TikTok hook↗ Tweet quote
00:17
“These people who make videos like, oh, I set up this automatic machine that's automatically editing the videos and posting. That's not real. That's not real.”
direct, repeated pushback on AI-hype claims from someone building AI tools for a living→ IG reel cold open↗ Tweet quote
44:38
“So you wanna run what I call the three, two, one strategy.”
names the episode's central framework at the exact moment it's introduced→ newsletter pull-quote↗ Tweet quote
53:20
“I think of it like a bullseye, right? So imagine a bullseye with five rings.”
clean, visual framework name with an obvious accompanying diagram→ IG reel cold open↗ Tweet quote
48:21
“You need directional trust accrual. Every video, I have to ask myself, will it directionally accrue trust to me in the domain, or will it just give them a view, and it's just like junk food.”
1:35:02 – 1:40:27denseHook engineering and power words
1:40:27 – 1:42:56steadyWeekend action plan and sign-off
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogy
In 100 days, I've gone to 60 ,000 followers, over six figures in attributable revenue, and the biggest thing is that I intentionally did not go viral. I thought more views equals more dollars. Turns out that's not true, but the only way to know that is to get a ton of views, not get a ton of dollars, and be like, oh, shit, that's the wrong strategy.
I want to get into the AI stuff and how you're using AI in the process. AI is very overblown today. These people who make videos like, oh, I set up this automatic machine that's automatically editing the videos and posting.
That's not real. That's not real. You want to run what I call the 3 -2 -1 strategy.
This is exactly what I'm running on my account. Can you demonstrate that for people? What I have is this bullseye builder skill, which we can also throw in quad.
We can literally just do this live, actually. I think that'd be sick.
Before we get into the episode. I have to say that it's pretty surreal to me that I get to do this and record this show for you guys. And so many of you tune in and leave comments and likes on the content.
The reason why I do this show and I record every single week is that I want to show that anything is possible. Any dream, any delusion that you have in your mind right now, you can bring it to reality. One of my goals at the moment is that I have this crazy delusional dream that this time next year will reach a million.
subscribers on this channel. And so if you click that subscribe button, the promise that I'll make to you is that we're going to improve this show every single week. And so I want to take you on that journey with me.
So hit that subscribe button and let's get into the show. I was doing research even in preparation for this episode and the first line of your YouTube bio stuck out to me. And so I wanted to read it.
You say, I help builders grow their businesses faster. And so Callaway... Where I wanted to begin is if someone's watching this with that feeling that when they post content, it's like they're yelling into the void, like it's not getting any traction.
And even the few videos, like the rare instances when it does hit, those views don't lead to any sales, no new money, not building their brand, their business. For that human being, what is going to be the value of listening to this conversation until the end? I think this will be...
hopefully like a master class for that exact archetype so like my whole vision and kind of personal brand is specifically for that individual like if you're a business owner or you're like pre having your business you're you're a creator you're aspiring business owner or you have a business and you want to scale it my goal is to be like the person that can add gasoline on the fire so like i'm a i'm a gas station basically for you yeah you know callaway before we get Really into it.
Can you give people that quick context? Because one of the things I love about your videos, and you say this every, especially on YouTube, the beginning of all your videos, it's if you don't know me, my name is Callaway. I have a million followers.
I've done a billion views. I've built multiple personal brands. And content is all I do all day long.
I always say that. And content is all I do all day long. What is it that's special about you and like unique about you and your approach?
So there's two I think there's two things if you reduce everything down There's two attributes that combine together, make it really easy for people to implement what I say. So the first is I'm just really good at distilling.
I call it distillation, right? And now like the term distillation in AI models, it's when a model who's trying to copy another model is taking the outputs and distilling it down. So I do distillation in concepts.
So like anything complex, my brain is just really good at taking the complexity, reducing it down to like the simplest parts, and then... storytelling or explaining it in a very simple easy to understand way so like that's like my delivery my brain just cooks in that way the second thing is this like systems -based thinking and i'm not like the only one to think like this but typically in the social media world or the content world or even the creative world you don't get a lot of people that think like this that bridge into this world and so when i say systems thinking it's i can take any workflow and break it down into component parts or atomic units all the way down.
Then I analyze those atomic units or those parts. independently like i don't bias how people do stuff i take the objective i break it all the way down into blocks when i explain stuff in real time like right now i'm breaking down this question into atomic units and then trying to deliver it articulate it in a very clear way i do the same thing with systems building anything workflows anything yeah you know what you know what's interesting and because it's our third episode it's like I've seen the evolution of you as like a creator, as a marketer, as like a business owner, a brand builder.
And I think one of the things I always tell people is like, you're the person that I go to when I need advice on marketing or like content strategy with the show. Even sometimes like monetization strategy we'll talk about like off camera. And the reason why, and it even just comes across in the way that you speak, is like you're obsessed with this stuff.
Yeah, yeah. And so even if we just quickly give people the journey, because you don't start like in the content marketing world, you start as a consultant. If you had a job as a consultant, that's when we had, I think when we had our first conversation, you had just left consulting, doing content full time.
And then when we had our second conversation, which was about a year afterwards, you just hit 100 ,000 subscribers on YouTube. You did that in five months. I think you had a couple hundred thousand on Instagram.
But speaking to you today, you have over 400 ,000 on YouTube. You have over 500 ,000 collectively on Instagram. And so, you know what?
Just give it to people like - The journey. What are those key points? Like those key almost shifts, pivots in the journey that when you think back, you're like, okay, that was like an important moment for someone at home to be aware of.
Yeah, yeah. So I've basically been doing this full time for only three years. Like I just hit the three -year mark.
So it feels like it's been - a decade like when you play entrepreneurship every year is like a decade so yeah let me go through the progression like i guess we'll start at the end today or not the end but where we're at today i've got two million followers slash subscribers collectively billions of views i have three different businesses doing over seven figures a year very profitable um i've kind of cracked Every game that I've played and I think the reason why it goes back to what I said at the beginning is I can I can Tackle something new and break it into component parts and just find a new way to do it So that's that's how I've been able to be effective.
But to go back to the beginning. I never wanted to be a creator I never wanted to be an influencer. All I wanted to do is be a successful entrepreneur, right?
I just wanted to be a savage have huge companies. Nobody knew who I was I could walk down the street nobody knew but I had like 100 million dollar companies and so Over my 20s, I had launched several ventures.
Last time, I think I referred to it as the four horsemen of horrible businesses. And so every entrepreneur has these eight to 10 failures under the surface. I had them as well.
So in my 20s, I was launching all these things and they all failed. I was stacking skills, which is super helpful, but they all just kept failing. And so after enough failures, you zoom out and you're like.
why are these failing consistently? Like other than me just not having enough skills, is there a common thread I can, like a bottleneck I can go alleviate? And the bottleneck that I noticed was I have no distribution.
I have no traffic. I have no way to get traffic for free. The only way I could get customers was paid ads.
And if you don't really know what you're doing, paid ads is a slippery slope. So three years ago, that's when I was kind of like, let me just go learn to be a savage at content. Like I'm not going to teach people content.
I'm not going to. even be in the like marketing world, I'm just gonna have the skill of distribution, the skill of attention generation, and then I'll point that cannon at whatever business opportunity feels the highest leverage, right? So I was like, all right, where should I start?
Well, when you don't have skills or expertise, the best place to start is just an area you're interested in. So like the first 20 videos I made was like breaking down the story of Kith or the story of like Emilie Andor or like some... random NFT project that Starbucks released.
Like just shit I was interested in. There was no strategy other than become a weapon at this skill. So I started doing that.
I think like the 30th video was an FTX breakdown. Like when Sam Bankman freed, you know, defrauded America. Sorry, shout out SPF.
And that one went super viral. Like at the time, I think 200 ,000 views. And like before I was getting like hundreds, if not like single digit thousands before.
That's a major shift. Yeah. So it was a huge shift to like.
What most people really need in content is just one proof point that they can do it. And that number varies for everyone. It could be like one video that gets 10 ,000 views, 100 ,000, a million.
You just need one breakout. And essentially it's a race to see, can you get the breakout before your patience fatigues? That's it.
So I'm a psycho. So like I was willing to go for a thousand videos. It happened in 30.
So I hit that number. Or I hit that breakout. And then I was like, cool, this is working.
Then ChatGPT came out like a month later. And I made a video about ChatGPT that exploded. Like this was like November of 22 -ish, like, you know, sometime around there.
So I just started making, like zoning in. Like I stopped doing the Kith videos and I started like honing in my topic audience match to AI and tech. So I was doing like tech news, any AI release.
I was kind of breaking down interesting things in tech. I did that every single day for like a year, nothing else. Like just make the best possible short form video for eight hours, post it at 5 p .m., wake up, do it again, every single day.
So like 150, 200 reps, no distractions. There was no business model. There was no YouTube.
There was no email. I think I was writing one email a week documenting in Blueprint. I was like documenting my journey, but that was more like reflective.
That's how I found you. Yeah, like the real work week was just a video a day. About a year in, I was like, all right, now it's probably time to build a product.
like to build a service. Again, like I don't wanna be famous. I now have the skill.
I have 150 ,200 followers on Instagram and TikTok each. I'm getting the brand deals. They're coming in 5, 10K a month.
So now it's time to like actually fulfill, like let's point the cannon. So I started going down the exercise of like, well, what could I sell and who would I sell it to? Obviously like I have this audience.
The dream for most creators is like, you get this following and you're like, oh, awesome. They're just gonna pay me money. The problem is for the niche I was in, tech news and AI breakdowns, it was very fragmented audience.
There was like students, there was like, you know, CEOs, there was like all types of different avatars. So really the only thing you can sell that fragmented of an audience is more media. Like you can sell them paid media.
You could do like a private paid podcast. You can do a paid newsletter, but you can't really build, like if I built a software product to solve one core group's problems and I made videos about that on my feed, the other 80 % of the people, I mean, yeah. So immediately the audience would fatigue the.
advantages i had built would go away the brand deals would go away so so at that point i was like okay if i could start from scratch knowing what i know now what would be the most lucrative customer avatar i could go after and it's obviously business owners so i was like oh okay i have the formula i haven't really talked about it business owners are desperate for traffic why don't i just go sell that to them in some way so then i was like okay That makes sense, but I don't really have an audience of business owners.
So even if I built a service, knowing what I know now, I could have just built a service and sold cold, right? To five people. But I didn't, at that time I was like, oh, I should probably build an audience of business owners first.
And then I could sell them something. So that's when I went to YouTube. So I was like, I want to do YouTube.
Now I have the cashflow from short form to pay people on YouTube so I can get the team from day one. And I'm going to target it specifically at business owners around content. So essentially this, I like sped through the last two years.
you know per se but once i had short form and once once i had youtube and i started developing those offers all of a sudden it started working so in the last like three months i've also added another instagram short form channel for marketing which we're gonna we're gonna talk about the difference between like the tech brand deal play and the marketing like more conversion for business owners play but more or less like that is the step by step and It's kind of like progressively building on itself for the past three years.
Yeah. Where I wanted to go, because you talk about like the four horsemen of failure, like you went through it, like you went through the gauntlet. I think people will hear your confidence now.
That confidence came from like you failed at all these things and then built from the failure. Exactly. And so I'm curious for you to almost like compare and contrast the moment in your story, because there'll be a lot of people listening.
that whenever they're posting it's like i said in the beginning it's like yelling into the void it's it's getting no attention can you contrast that moment and even just reflect on like that moment in your story where it was like you could not hit for anything and you're posting and you're getting i don't know 100 views and you're posting the next day the same thing like it's not budging can you compare that moment in your story And then to like where you are now, where it feels like every time that you try your hand at something, like you mentioned the YouTube thing, it's like hit, hit, hit, hit, hit.
Compare those two points in your life. I will say like now, it's not that I can win on day one. It's that I can beat any game, but you still have to suffer through the beginning period.
It's just now I can suffer. I can take more suffering and I can compress the time I have to suffer. So it's not as though like I'm like, You know this magician where like if I if I tried to tackle something brand new the very first day I would win that that maybe some things but most things know and like I think it's very important people hear that it's like I'm a gamer.
So like when I go into a new thing It's like all I want to do is win and i'm obsessive about that But i'm willing to suck and suffer for as long as it takes As you get better and you do more things the time you suffer goes down to go back to the beginning I think it's really important for people to understand a few things one Business is very simple.
It's just traffic funnels offers, right? You need, you need to get customers. You need to funnel them somewhere.
You need something to sell them. The load bearing element of that is traffic, right? You obviously need a product to sell them, but like products can evolve.
You could sell your time. So that could be a product that you have immediately. The hardest thing is traffic.
So once you identify that you have to go learn content and that's a skill. The second thing you have to understand is that. social media and youtube is like one of the most competitive arenas in the world like there are sophisticated operations that are trying to reverse engineer the stuff that i'm going to share for free and that are attacking it violently with like dozens of bodies so if you're coming into it with no knowledge of how to do it maybe you have some advantages but some disadvantages just like the way you are and you do it for like seven days and you're like I'm going to be world class.
It's like, no way you put it like that. This is, this is the most competitive arena in the world. This is, this is you press post and a million people can see and take an action for free.
That is like, there has never been asymmetric marketing upside like that. You can either sit there alone and just suffer for an undetermined amount of time, or you can pay someone who knows what they're doing. They can tell you what to do.
You still have to suffer, but at least you do what they say and you compress the sucking. So that's why I was like, I don't want to coach anyone, but like, I'm watching all these people suffer through the sucking. And i'm like well if I could just tell them easier Like there's enough out there for everyone to win like anyone who works with me can win and I can win We can all win.
So it's like I just want to help them win faster That's why to go back to the youtube thing is like I help builders grow their businesses faster The way to do that is I reduce the ignorance period by telling you exactly what to do And then once you know what to do you're on your own Like you can graduate away. Okay, so what you're looking at is a brand deal presentation that I built with Gamma directly inside Claude in about 10 minutes.
And so to give you the backstory, a couple of days ago, I agreed to get on a call with a brand to discuss a potential partnership. And I wanted to create this beautiful looking presentation that I could walk through when we got on the call. That way I would look professional and we could close the deal.
And so I opened Claude and I start brainstorming these. different ideas of what to include on the first slide of the presentation. And because I had Gamma, the sponsor of today's episode, connected to Claude, once I was happy with the idea for slide one, I was able to say, can you build this first slide for me using Gamma?
And Gamma just generated the slide for me directly inside of Claude. And then after looking at it, I got a bunch of ideas for what I wanted to do with the rest of the presentation. And so I went back and forth with Claude on what to include on slides two to four.
And then once I was happy with that final idea, I just said, awesome, I like this idea. Can you build the rest of the presentation for me? I got this beautiful ready to present presentation directly built for me inside of Claude.
It was so easy and it made me feel really confident going into that call. And so if you want to do what I did and connect Gamma to your Claude today so you can generate beautiful presentations like this in minutes without ever leaving ChatGPT or Claude, then just go to the link in the description and get started with Gamma today.
Thank you to Gamma for sponsoring the episode. Okay, so this is Alice, my guest booking AI agent that I created with HyperAgent, the sponsor of today's episode. And she just sent me this beautiful brief for a potential guest that she think would be perfect for the show.
And so if you've been thinking about building your first AI agent, I think you're going to find it so useful to see the behind the scenes of how I built this. And so for context, this used to take me and my team hours and hours of research to find the best guests for you guys.
And I can't tell you how much time that I'd spend looking through YouTube, Instagram, LinkedIn, doing background checks on Google. And now Alice does all of that stuff for me. And it was so easy to create inside of HyperAgent.
I just came here, I clicked create with chat, and then HyperAgent will ask you some basic questions on what agent you want to build. I answered those questions within a couple of sentences. And then HyperAgent just went along and built this.
workflow and so now once a day i get a slack message from alice with this beautiful brief on potential guest targets that she think would be a great fit for the show and i'm telling you it's made our process so much faster and saved us so much time and she does all of this on her own i don't have to prompt her i don't even trigger her to do this it feels autonomous and it saves me so much time and stress and alice is just one of a number of agents i've got another agent that preps my episode outlines and i'm building out a whole team as we speak and so if you're listening at home and you want to create your first ai agent hit that link in the description to get 500 of free credits with hyper agent to do exactly that thank you to hyper agent for sponsoring this episode let's get back to the show yeah you know what we're going to get into it and specifically we're going to show people how to build like the steps of how to build a premium profitable brand
in 2026 going into 2027 especially um with ai and like even using some of these tools before we do on that point because i even i referenced like the the last conversation we had i think when we spoke a year ago i actually looked it up we spoke in april of 2025 that was the last time we had a conversation on this show and ai was like quite prominent At that point, it wasn't what it is now.
And even in terms of like, I think for both of us using AI in our content creation process, whether it's like scripting, ideation, all of that stuff, it wasn't as prominent of a part as it is right now. And so you've spoken about unfair advantages. We're even going to get into like this new strategy that you've been, you've deployed with like such a large amount of success on Callaway marketing.
But before we do, when you talk about getting attention and you talk about, you know, like offers, audience, traffic like that funnel. What is the significance of AI within that picture in your mind? Yeah, 100 percent.
Let me go. So AI is basically like a leverage enabler, which we'll go through the whole way. I think one thing I want to say really quick is I went to business school.
I was in a business job. And even still, when I started three years ago, I did not understand anything about traffic funnels offers. So like, if you're sitting here and you're hearing me say these terms and you're like, what is that?
What does that even mean? You got to close the gap on this. Like there is no, you don't come born or out of school knowing how to actually build a business in the real world.
Like school is not a teacher for this. So just like to caveat everything, like it sounds like. Now I know exactly what I'm doing.
Like I have the blueprint. I just need empty road and I'll just compound this vehicle. But three years ago, I had no clue.
So I just want like people, I just want to anchor because I think when you're listening to these conversations, it can be easy for someone to be like, he just knows these things that I don't know. I didn't know these things. You have to go down the rabbit hole, right?
So just to put that out there. On the AI point, AI is just a leverage machine. So Hormozy talks about leverage a lot.
Leverage is obviously the... Is that Buffett? Well, he says compounding is the eighth wonder of the world.
Compounding is just like leverage applied. So leverage just allows you to get more out for the same input. That's all it is.
And so in theory, in the most theoretical terms, there are tasks or actions that I have to do on the traffic funnels and offer side in order to have a machine that prints money. So like traffic, if we go to the pure atomic unit and I'll keep saying, this is how I think. So I keep doing it like this.
i need a video or a piece of content to deliver people to my funnel right so there's a series of tasks that have to happen to make that video so it's you know we'll go through a topic research hook scripting recording editing posting whatever that flow i have to do those and within those there are subtasks i have to do all those tasks to have a video i press post that video then delivers people to my funnel okay there's a bunch of tasks in the funnel i have to do to set it up so i have to like have somewhere for them to go.
I have to have a page for them to click, a button on that page. I have to have copy on that page to get them to click it. I have to have roads through ManyChat or something else to actually get them to the page.
All these things, these like tasks that are bundled up. If you unbundle traffic funnels offers, there are tasks below. If you unbundle those tasks, there are like actions.
And so the reason I say this is the point of AI or the biggest benefit is that it allows you to do more actions faster without other people. right so that's the whole that's the whole thing ai is just an accelerator it's just a leverage machine that if there's 10 actions i have to do to make a video and today those 10 actions take me 10 hours if you use ai correctly maybe i can do those 10 actions in four hours or eventually those 10 actions automatically i set up an ai driven workflow that does all 10 for me without any time that's the dream but i will say like ai is very overblown today It's a superpower.
It will be insanely useful. We will have these crazy agentic flows for sure. I'm very confident on that.
One of the benefits of like me having done the AI and the content stuff is like I sit right at this intersection, which is pretty rare because I work with all the AI companies on the cutting edge. Like I know really where stuff is. It is very overblown in certain use cases where these people who make videos like, oh, I set up this automatic machine that's automatically editing the videos and posting.
That's not real. That's not real. If you want to be like actually premium, that's not real.
However. there are many of these actions or bundles of actions, which are tasks that you can have AI do much, much faster. Maybe instead of an hour, it's five minutes.
Maybe instead of an hour, it's one minute. Some don't even have human in the loop. That whole thing traffic funnels offers, that's not, you're not going to prompt and have that set up.
That's not realistic, but we'll go through today. Like effectively my job is to figure out. what ai workflows i can create to make the the leverage go up slash the my manual time go down to complete those actions what sandcastles will become and like my whole vision this whole time was i wanted to become the automated content machine i want a business owner or creator to come in have all the actions of the content flow automated except for you layering on your opinion your take like the last mile of creativity is like what you believe to be true You really can't automate that away unless like we pipe in a lot of the other stuff you've said.
So it's still like your opinions, we're just remixing it. But everything else I want automated because like the thing is I'm not, and I come at this from a unique way. Like I'm not trying to take stuff away from artists, but I'm not trying to be an artist.
I'm an entrepreneur. I don't want to spend eight hours a day making content that I don't know if it's gonna work. I wanna spend five minutes a day and have it for sure work and then have my money machine grow.
And people are ashamed to say that. It's like, yo, it's not me versus artists, but it's a completely different game. Artists can have this amazing medium to scale their art.
It's like, yo, if you're a business owner and you want to spend time with your family or do other hobbies, but you want a machine that prints money, my vision is to create that machine so that you can spend the least amount of time in and get the most money out. That's what I'm working towards. Yeah, it's like massive, massive ROI.
And you know what? One of the things that's interesting, like the way that you frame AI, it's like the ultimate multiplier, right? But you still have to, to your point, you still have to have those components dialed in of the traffic funnel offers.
And so... I didn't even mean for the conversation to go here, but I'm just going to take it here because I think it's so important for the person that's listening at home, which is traffic funnels offers. It feels like if someone can understand.
those principles and dial them in and internalize it it's actually like life -changing even when you talk about it it sounds like it's been life -changing for you and so my my question is if someone's hearing those terms even for the first time or even just understanding the significance of those terms for the first time where would they begin in even learning understanding that like what principles would they need to know so that they could actually build these Build those components, traffic, funnels, offers in the right way.
Yeah, it's a perfect question because like the root variable of business, the root variables are those three things, right? So like, how do you close the gap? So the beauty is offers, Hormozy wrote $100 million offers, which is like the Bible for offers.
So offers is just like how you frame a proposition to a customer to get money. It's like, I will give you this if you give me money, that's offers. Now within, like I use the term offers, within that it's really products and services.
products could be like literally this phone. Like you're not going to read Hormozy's book and have the answer to this phone, like how to build the phone that Apple spent years of R and D doing that software products. You're not going to, the offers book is a lot about how to frame what the offer should be.
And then there's things to develop certain types of offers, but like every type of product and service is not gonna be answered by his book. But reading that will give you the fundamentals on how to think about offers, right? So that's that thing about product design is like a whole other realm.
So let's leave that for now. I started with offers. Let's work backwards.
So funnels. You can just go on YouTube and start searching like literally the word funnels, business funnels. How do I build a funnel for this business?
And a lot of really smart like growth marketers will come up who are making a lot of free content about funnels. It can be very simple. Like I run very simple funnels.
You watch my video. You click a button. I get your email.
I send you an email. You give me money. Very simple.
But you can also make it very complex. A lot of these businesses have super complex funnels. Now I don't really touch like X like Twitter threads traffic strategy.
I don't touch that. Email strategy. I do a little bit of it.
There's people that are way deeper in terms of email, right? Images like carousels. I do a little bit of this.
That's not like my specialty So there are all these like ways to get traffic more or less. There's like five or six mediums for content So the goal would be you go on youtube and you just search You can start with my channel if you want to learn short form video or youtube Which I think is the highest leverage but you can also just search any of the types of content like How do I how do I grow faster on linkedin?
There's a a million people like uh lara acosta is like the goat for this so you just find her channel watch like 10 videos you can really close the gap a lot if you just spend 24 hours on youtube but essentially like you can get the 80 20 of those three root variables through the sources i just said and then at least you have a map of the world that's filled in It's like you're not going to have the answer yet, but at least you're like, okay, these are the three things I have to tackle.
Well, which one should I do first? I recommend you always start with the offer. It's easier to have an offer and then figure out how to drive traffic to it than to start with the traffic like I did and be like, what do I sell?
Because if you start with the traffic, you'll end up in the problem I had, which was I had a huge audience I couldn't sell anything to, which is not what you want if you're a business owner. So you want to start with the offer and really define that. That could be as simple as like one hour of your time.
It could be as scaled as we have a done -for -you service, $10 ,000. a month all these bells and whistles once you have that focus on traffic the funnels you can do in a day yeah you know i i love the conversation because i think it gives uh simplicity and like specificity of where to focus yeah you know i think in the beginning when you're doing anything the thing that trips people up and it tripped me up you don't know where to focus to get the result that you want yeah but this is like it's very clear it's like master traffic funnels offers and it will change your life exactly and you know what i want to i want to go deep on Because I think that's like really where you shine.
Yeah, like that's really where you shine. And it's also one of those things where for the person that's sitting at home watching us, it's the most immediate pain. And it's the fastest to solve, fastest to see results.
You'll see results the quickest. Yeah. But when you don't have it there, like when you do not have a way of getting people to whatever it is that you're offering, like your storefront, it is the most like painful, lonely, almost like demoralizing experience because you don't even know if your product's good or not because there's no one there to even look at it.
And so I wanted to go on the traffic point. There was a tweet that you put out a few weeks ago. And it's funny because when you put out the tweet and I saw it, I texted you of like, okay, we need to record this now.
Nice. So let me read out the tweet and then we'll go into it. You said, I just speed ran my new Instagram account to 50 ,000 followers in 82 days.
You said, more importantly, this drove over 20 ,000 email subscriptions and over 100 ,000 in revenue. And so where I want to begin, because we're going to get into this and there's even more to the tweet of like your approach, because you have a very specific new way that you did this versus your old accounts.
When you started this strategy, you already had an Instagram account with over 400 ,000 followers. So if you just take us back in time and take us behind the scenes for a second, what makes you even want to do this in the first place? Yeah, like add the second account?
Yeah. Well, the big thing is, in order for me to be bulletproof, like impossible for anyone to like beat me. uh be more valuable than me whatever like i just play these psycho games in my head of like i just want to be the best always like in order to be truly bulletproof you have to be able to go up the mountain multiple ways you can't just do it once one way and then be like i can teach anyone to do anything you can't so for me it was like the i guess to zoom zoom out the reason why hormosi is so lethal at business is because he has gone up the mountain almost every core way He had an e -comm brand.
He had a supplement company. He had the info business. He had gym launch.
He now has, obviously, acquisition with the consulting as well. He's had a SaaS business. I think it's like Alfred or something, whatever the SMS software he had that he sold pretty quick.
But he's basically, he's gone to the video game console. He's picked every game and he's like, I need to beat every game so that anytime a business owner comes to me, no matter which game they're playing, I'm the guy. And that's how I was thinking of it as well.
Then once I heard his story, I was like, yeah, it makes perfect sense. So for me, I'm like, okay, I need to do the same thing. So I now have three different businesses, different business models, over seven figures in revenue in the first three years.
In a hundred days, I've gone to 60 ,000 followers on just four and a half million views, which I want to talk about because that's very efficient follower growth for low views. I've driven 30 ,000 emails collected in that first hundred days, which is insane. Anyone who has a business knows that's crazy.
Over six figures in attributable revenue. And the biggest thing is that I intentionally did not go viral. Zero of the videos I posted like 85 videos in the first hundred days zero over a million views Only six are over a hundred thousand views So I did that on purpose because I didn't want I wanted bulletproof I didn't want any business owner to be like well You just had one video that got 10 million views and that accounted for all the growth No, every single video other than six has less than a hundred thousand views and yet I was able to go zero to 60K.
I'm getting huge people to follow me. I'll have a big piece of this niche by the end of 2027 because social media on social media is very competitive. If you're trying to play the games I've played and you like the growth I've had, it's all about just proof accumulation.
So that's why I did it. Yeah. You know, I am.
I love the comparison of your Callaway Instagram account, which was much more viral posts. By most people's metrics of social media success, they'd probably look at the Callaway Instagram account and be like, okay, that's what I want. He's got millions of views pretty regularly.
He's got the high follower count. I love the comparison of that to what you're doing with Callaway Marketing. And you can even hear it in the energy of how you speak about it, like the efficiency that it operates at.
And it's funny because my hunch is that we're going to go do like a deep dive and a comparison. I want to get into that now of the two. I actually think the smaller account or seemingly smaller account, which has much more like efficient, the funnel is just way more efficient.
Yeah, 100%. I think that that's actually what most people listening. will want exactly and i want to show them that so let's just go let's do it let's do it we're sharing screens now let's do it and and one of the things and this is like i told you i was like this is where i wanted to begin right because i think you can really tell the intention of someone's page in their account by just looking at the bio and so i got the the bio for your Callaway account which like people can see 444 ,000 followers at the time of recording and then your Callaway marketing account which is like you built this in what 100 days basically to this point where it's got 68 .5 thousand followers but a completely different approach And so I just wanted to almost go like line by line through this, even just starting with like the first line of your Callaway account is breaking down new tech and AI.
The Callaway marketing account is helping business owners grow faster. And so can you just reflect on that? But then also even for people that are like thinking through, first of all, their strategy and even like what the first line of their bio is.
Yeah, yeah. how did you make these decisions yeah well i can just give you the template to make the bio because the bio is like a digital landing page essentially so when someone sees your video they click through you want to capture as much of that following as possible so there's a very simple formula for the bio that works the best typically it's picture where you're smiling so like i violated that on the tech but the marketing i learned so it's like a picture where you're happy because people like happy people the first line you want to do you want to write like who you help with what right so the top i'm doing that kind of on both right so breaking down new tech and ai in the top line of the top one that's what i talk about the second line is then helping business owners stay ahead so i'm kind of getting it in the first two lines on the bottom one it's more concise so helping business owners grow faster i could be more specific you want to typically be as specific as possible so on the marketing one i could be like helping business owners grow on social media but i think that i'm going to expand beyond just social media like sometimes i talk about youtube sometimes i'll do funnels and stuff so i don't want it to be too
narrow thing yeah yeah so that's typically the first line is just do that what you talk about who you help and and how essentially the second line is a credibility or proof so on the tech side when i started i didn't really have any like proof in ai i'm not like an engineer but if i was like a senior engineer at nvidia you'd put that there or like uh coached 50 000 people on board of 50 000 people to claude right you'd put a credibility statement there so your biggest point of credibility basically exactly because you basically when someone hits the landing page or when someone hits the bio especially if they you don't have a ton of following you want them to be like oh okay well i should trust this person because of that credibility so for the marketing which is a good example a million followers a billion views that's like pretty strong credibility that i know what i'm talking about and so that is the like BS detector check.
So you're like, okay, even if at one point I had 2000 followers on this account, but when you saw that and it was 2000 and you're like, oh, a billion views. Okay. That bypasses the BS detector of 2000 followers.
So if you have real proof, you can grow pretty fast if you do this. So that's the second line. The third line is typically to whatever your core CTA would be.
This bio link gets clicked a lot. It gets clicked a ton. A lot of people do link trees or the stand thing.
I don't recommend doing that because it makes two clicks to have to click to something. So you have to click the link in bio, then the link tree, then you gotta decide in the link tree what to click. You'll have a lot of click fatigue.
So you just want one link. So ideally it's whatever the most aligned lead magnet or CTA you have to help whoever that person is from the first line, get one step closer to the transformation that you talk about. So like, Again, for the AI one, I'm writing buildingsandcastles .ai because I thought, well, A, I want to drive people to it, but B, the best credibility that I know what I'm talking about in AI is to say I'm building a real product in AI.
So that's why the top one has that. The bottom one, upgrade your content system for free. This is a seven -day drip where I basically give you my entire short form playbook for free.
Covers ideas, hooks, monetization systems, everything, and that's free. So that's like the most valuable thing I could offer to someone. for free in the bio relative to a business owner trying to grow.
So that's kind of just, if you don't know what to do for the bio, just literally follow that. On TikTok, there's less characters. You can't do all three lines.
Typically, I recommend trying to get all three with punchier words or just do the first, second, and then just don't do the CTA line, but just put the link, whatever your link is. Like you don't need to say the thing with the arrow, just like put the link. That way you can get.
clarity on the subject and the avatar you're talking to which is the first line plus proof the proof is the biggest thing if you don't have proof just do the cta thing but if you do have proof you should use it yeah okay you know what because i think this is gonna be so good for people because it was really like a light bulb moment for me when you and i had a conversation a few weeks ago i want to go back to where we started even with like the helping builders grow their businesses faster And like for that person that like they just want to they want to grow their business and they want to use marketing and like organic marketing to like help grow their business faster.
And I think for that person who already has like a product or at least like an idea of something that they want to sell, the approach that you took with Callaway Marketing is like really what they're looking for. Bullseye what they want. Can you.
When we go to like the content specifically, and maybe even this is something that you can share on your screen, I thought was interesting, is actually even just looking at the views of like the Callaway marketing page versus the Callaway page. And even just as you're like pulling that up on screen, I'll stop sharing mine.
Even as you're pulling that up on screen, I'll just read what you said. Like this was a... the bullet point that you had in your tweet, you said, I'm intentionally not going viral to keep the audience alignment pure.
Yeah, 100%. And I think that part would be so counterintuitive to people that are listening. What do you mean?
You're intentionally not going viral. So I'll explain exactly why I'm not doing that and how I think about not going viral. Because I think this is a huge unlock for anyone who's trying to monetize outside of brand deals.
If you want brand deals, you have to play the game one way. If you want to monetize conversions, you have a product service, you want to drive people to it, it's a completely different game. Those are two games.
So let's break those down. Yeah, just to show like, and there'll be some warped here because like when I do a brand deal, they'll boost it. So for example, like this one, ChatGPT has almost 30 million views, right?
They boosted that heavy. So like some of the views are not all organic, right? Yeah, like on average, the views.
For anything that's interesting is getting 200, 300, 500K organic and they'll boost it. For anything that's not that interesting, it's 7 ,500, 150. But I think just to frame this, when I make videos to try to get brand deals, basically on the brand deal side, my goal is to hit home runs as much as possible.
When I post an organic video, I want it to go huge because... I already now have a pretty big following. So I need the views and engagement rate to be high according to that triangle to get brands to pay me more.
So like I'm trying to find extremely large TAM topics within tech, very viral frames. I'm trying to add a lot of like commentary or controversy or play on to like the emotional threads that like a lot of people would react to. So that's why a lot of the videos go so big.
I'm trying that on purpose. I'm trying to go viral on every video for the tech account. And anyone who's doing brand deals wants to go viral a lot.
You just want to because the brands looking at those views are paying you as a proxy for what they expect to get. So now let's go to the marketing account because I think this is what people are really here for, right? So as a business owner, what you really want is precision marketing.
So if I'm selling short -form coaching to a business owner that does over $3 million a year or something, I only want those people to see my stuff and go down the funnel. I don't really need any other people outside that.
There would be a bad fit for my business that wouldn't convert. The more people outside that that I get, the more noisy the algorithm precision is at finding more of the people I want. So for example, if I wanted to get a million views on this account, I could make a video about Shelby Sapp, her conference, right?
And I could make it very like. you know, controversial or I can make it very like, uh, explosive, right? I get millions of views, but how many of the people watching that are actually in my target avatar business owners trying to grow on social media with over 3 million, maybe some, but like precision wise, it's very weak.
It's like 10 to 20 % at the most would be in my avatar and 80 % would not. What happens is when you get the 80 % that aren't some of those stick and follow and your next post gets sent to a sample of the bad fits and the good fits. that data is going to come back bad on the next one.
So the videos will start doing worse because if I go back narrow and I'm like, hey, let me post something exactly valuable for that business owner, but not valuable for like a random Shelby Sapp hater, that video is not going to do well because all those Shelby Sapp haters are now in my ecosystem. They're like in the algorithm's memory.
So what you really want is to get extreme precision on exactly who you want to target based on who your customer is for the offer and nobody else. this idea of like i think of it like a bullseye right so imagine like a bullseye with five rings let's just say for for uh let's take like sales for example so i have someone in the academy that's doing like high ticket tech sales for very like very high ticket products right so he's like how do i get sales leaders to come into my 30k a month program right so the broadest rung of the bullseye would be like business like he could make content about anything in business but that's like very imprecise, right?
He could make a hormosy review. That has nothing to do with sales. And like, you'll get a ton of views, but so you don't want to do that.
One rung inside would be like marketing. One rung inside, or maybe marketing slash sales. One rung inside would be like high ticket sales.
One rung inside that would be like high ticket sales, but a B2B use case. And then one rung inside that would be like specific psychology for high ticket sales, B2B use, right? So you can narrow it down.
Now the thing is, you don't want to only make content at the most narrow bullseye either, because especially when you're small, it'll never break out you're gonna get like three to five hundred views you'll feel shitty you're not gonna have the credibility or i think of the following like a minimum viable credibility line like you kind of need five to ten k followers for people to hit your page and like think you're not a bot yeah so if you're starting from actual scratch you can't just make every video super narrow or you'll just stay at like 200 followers nothing will work What you need is a mix.
So you wanna run what I call the three, two, one strategy. I mean, this is exactly what I'm running on my account. We can, and then we'll break out like in Sandcastle is how you actually come up with a strategy.
It's very formulaic, but essentially, imagine a week is seven videos, seven days a week, post once a day. Three, two, one is three buckets of two with one chaos agent is what I call it. So three buckets of two.
So one bucket is a little bit broader. So it's not business. It might not even be marketing slash sales, but it's like.
B2B sales meant to be broad within that rung. So I want anyone who's interested in B2B sales to get activated, but nobody outside. So that's like broader.
Then you have, so it's two videos of the seven, one bucket is that broader one. And that's more meant to be a stepwise infusion of like an occasional 30 ,000, 50 ,000, maybe even a hundred thousand view video that brings in a couple thousand new followers. That's meant to get your following to go up a little bit.
The other two buckets, four videos of the seven, are meant to be narrow. So not the bullseye bullseye, but like maybe one rung outside that. So instead of like B2B high ticket sales, super deep psychology, it's like B2B high ticket sales.
So like you're only talking about things where someone in B2B high ticket sales would resonate with it. And other people, even other people in sales might not. Those will not get as many views, but they'll be extremely high converting, right?
If you just did the narrow alone and all three buckets were the narrow, you would never grow the following big enough and you would quit. If you just did the broad, you would never be specific enough to accrue directional expertise in what would actually drive conversion. The mixture, it's essentially two to one mixture, four and two is the best.
now the seventh video is what i call the chaos agent and that's that can be either broad or narrow or just a random thing you saw where you're like i kind of want to try one of those and that's meant to just infuse a little bit of like creative randomness like you might stumble on something else that works that could then fill one of those three buckets in the future so the goal is like first you have to map your niche and figure out what would those three buckets be for me this is like the first exercise i take anyone through it's very important to do this then you you make batches of seven right so the first for your first seven your first seven days you make seven videos and you look at the data and you say did the broad ones go broad did the narrow ones convert if the broad ones went broad but the narrow didn't convert you can keep the broad and you swap out the narrow and vice versa your next set of seven you take what worked you double down on it you kill what didn't work and you keep going progressively so it's set the strategy post those seven across that three two one let the data tell you what to do
continue iterating until you have all three buckets that are doing exactly what they're meant to do. Every time you post a broad one, it gets you 30, 40 ,000 views. Your following goes up 800 to a thousand.
Every time you post a narrow one, you drive leads and you just rinse and repeat until you're done. So basically in the last three months, I've posted 85 videos. So literally that's, you know, whatever, eight batches of 10 or 12 batches of seven.
I can't do the math. I think like 12 batches of seven. So I've literally done this exact thing.
And we'll talk about Sandcastles, but Sandcastles will tell you exactly what those buckets should be and will point out non -obvious patterns about what worked so that you can carry it forward. It's basically an automated content strategist for you. And it's, of course, it's from my brain to the user.
So if you're hearing me talk about this and you're like, this guy just talks in a different way than I... Sandcastles is my brain productized for you. Yeah.
You know, it's interesting because with the 3 -2 -1 method, you've essentially... mastered that balance of like actually growing followers but in a way that actually leads to more dollars versus like the the problem that a lot of creators have either they're getting just no traffic like it the content they produce might have been high converting but no one sees it so who cares Or it's like they're getting a ton of traffic and you'll hear these stories of creators, I even know some of them, who are like, they get tons of traffic, but relatively the revenue or the amount of money they're making is like very low because it's not disaligned.
You need directional trust accrual, right? So if I sell, you know, I teach people how to do trapeze, let's say, I'm like a coach and teaches trapeze. Every video, I have to ask myself, if the buyer of my trapeze school sees this, Will it directionally accrue trust to me in the domain of trapeze or will it just give them a view and it's just like a, you know, junk food.
A lot of people go too broad too often. They get a lot of junk food. They have no directional trust accruing.
So the views seem high. The following is not growing, but then also they're getting no sales. And they're like, what's going on?
What typically the problem is you're too broad on the broad ones because it's not accruing expertise or you never go broad enough to get the machine going. All you really need is like one or two. broad ish hits which could be like 50 to 100 000 views and it lifts all of the others so the beauty the beauty of content is there is like a catalog value effect where if you make a bunch of narrow videos that you know are helpful and uh like good recommendations for people that are buying your services as soon as you get a broad one boom all those like two or three x and people start trusting you more it's like there's like this halo effect when you get one We'll call it like locally viral, not like millions of views, but like a couple hundred K.
So that's why like, I knew this to be true such that when I did this strategy, I didn't want to accidentally get one that went over a million views because I know people would be like, yeah, but you had the million views and I don't know how to know. So if you look at this, like literally the pinned ones are the most 690 K is the most there's one for 30 K.
There's only, there's only six that are above a hundred K. If you scroll, like if I scroll down, you can see. 12, 40, 28, 38.
And these are driving so many leads. Like the email growth is insane. And it's because I'm very, very precise messaging something that a business owner who's trying to grow on social media trusts me for.
They watch the video. They're like, I really trust this guy. I want to learn more about this thing.
They put their email in and we go from there. And it turns out that when you have differentiated expertise, and we can talk about like how to uniquely position, because I think that's kind of interesting. Your following actually grows very fast as well.
I don't look like most of the social media creators making content about social media. I look different. And I did that on purpose so that my following could compound quickly.
So it's very efficient follower growth, which is what most people want. Yeah. You know, because I think there's a lot of people listening.
It's like if they were, and this is what I said earlier, if they were to look at it, this is what they want, right? Like they don't actually really care about being like famous. Like they're not trying to go out on the street and like have people notice them.
They don't need to go viral every day. they basically want the videos that they do have that hit like it leads to people buying something and the thing is i mean this is a perfect example like i didn't know that when i started i thought more views equals more dollars it turns out that's not true but the only way to know that is to get a ton of views not get a ton of dollars and be like oh shit that's the wrong strategy so now i know and what i'm showing is that right so it's very important that you have to still have an offer to capture the legion right so that's that's also key I have offers now.
So that's why I always say, start with the offer. Once you, if you're a business owner sitting there and you have an offer and you're like, all I need is to pour gas on this and figure out social media. This, what we're about to go through is the strategy to run period.
You know, I, cause I, I want to, I want to get into the AI stuff and how you're using AI in the process before we do though, just to finish it off on the three, two, one method. When I was thinking of it, I was thinking what you laid out is pretty clear, right? Like you have broad videos which are like expanding the reach of the channel, basically bringing in new people.
And then you also have a certain number of videos which are like narrow. Yeah. And I think to you and I, doing content as we do like all the time and we're obsessed about it and been doing it for years, it's kind of very clear what we mean.
When we say like a broad video versus like a narrow video and even like what these buckets are and the way that we think about audience. I do think to someone listening though, the biggest mistake that they'll make after hearing this is like, what are my buckets? And even understanding like how to categorize different types of videos.
When you're working with a new client, what are the questions that you're asking them or what you're talking about? that is helping them gain clarity on what those three buckets even are for them. Yeah, so let's go through that.
So one of the things that Sandcastles is really good for is it lets the data tell you what those buckets are so you don't have to guess, right? So I want to go through that. Another thing that I have is this bullseye builder skill.
Which we can also throw in claude and show so this doesn't require sandcastles at all This is like one of the goat we'll link it below like if people want to take this for free You just run this and you describe your niche and describe the avatar and it will build those five rings The the outer ring you should stay away from we can literally just do this live actually I think that'd be sick But let me let me show you in sandcastles kind of how I came up with this these buckets for myself, right?
so for anyone who doesn't know what sandcastles is it's sandcastles .ai this is again like the tool i built the whole goal is to build the content workflow machine and so we have a bunch of ai in this it's not a press one button and then answers spit out that's not what this is this is meant to be like a super tool for people to get the answers quicker but they still have to apply manual work so what i'm looking at right now is the dashboard page for sandcastles so and just and just to give people context so you've linked your instagram basically to Sand castles so it has all of the data from your Instagram automatically being pulled in Yeah And then you're also it connects to Claude and you use it with Claude or whatever the other well Claude specifically right now Yeah, and you can ask questions and it has all of that information and the skills.
Yeah, which we'll get into I want to show a few different things that are super powerful for like figuring out the buckets because I think figuring out those topic buckets is like the Highest leverage thing you can do. So let's go back to the marketing workspace First of all, the stuff on the top is kind of cool.
It visualizes all your channels. So I've got TikTok and Instagram in here together. I can refresh this data if I want.
This is my live stats. I can track this over time. So in the last seven days, here's my views per day.
Here's the videos that went through it. Here's the cumulative views and following. And what it's trying to do is say, hey, you've posted 50 videos.
What is working and what is not working? So we can guide you to make more of what's working. It sounds obvious, but most people aren't really...
sure like you can scroll your page and be like okay i think that one went viral but you're not actually holistically using the data to like build the strategy this one thing will help you grow three to five x immediately and so for me like you can see there was a report a report that was generated today and this report i can filter by topics hooks formats or script writing tactics so let's just look at topics so this is saying of my last in this case 30 videos the best performer topic wise was this like one that i made around this database right so let's just assume this is a one -off outlier if you go down categorically like with categories that have more than one video the top performers for me are storytelling and retention psychology so that's a 2 .7x above my average claude ai workflows so any video i make about claude and sandcastles is doing well which is good for me obviously and then hook writing formulas so other than that one rogue one that did really well
These are the three main categories or buckets that are doing really well for me. Now, what I would ask myself in the 3 -2 -1 strategy is like, are any of these three broad -ish enough where it could bring me 50 to 100 ,000 views? And this Claude AI workflow one tends to be.
So like you can see the top performers here were 92K, 91K, 81K. Like these are consistently pretty good, like local broad performers. So in my mind, I'm like, cool.
AI workflows for content as a bucket for me and my channels about content marketing is my broad bucket. So out of every seven videos, two of them should be in that bucket. Now, the other two are more narrow.
I want to pick things that are doing well still, but are driving a ton of lead gen. And we can get to like what the lead gen measurement is, but like I have everything hooked up to many chat. So for me, it's like, Hey, the storytelling.
and retention, like the storytelling psychology and hook writing, those are doing pretty well. And like, if I look at it, yeah, there's a couple outliers from these, like this one had 94 and 74, but the average is like, you know, 31, 19, like it's around 30. So it's not that you want to go for intentionally lower views.
It's you want to look at what's driving lead gen. And I can show this, but what's driving lead gen for me is the storytelling guides, any Claude skill around hook writing or storytelling, those are crushing. And so by just by looking at this without even going into Claude, this tells me right away, like, yo, keep fishing in these ponds.
Don't fish in these other, like these bad ones. I don't even know what core content, this is like a framework, right? So fast growth, speed running strategy stuff, content diagnostics, not working.
So it's kind of interesting, right? I would think me giving content strategy thoughts would work, but this is telling me the data is showing those are not working. So in my next batch of seven, I'm gonna do less content strategy and I'm gonna do more hook storytelling and workflows.
And if you do it like this for whatever your niche is, it guides you so effectively. So that's just. That's just topics.
Just quickly before we get to, just really before we get to hooks, I think this will be important for people is so, cause I've even been using Sandcastles the last couple of days in terms of making it like faster and easier for people to get like an awareness of what's working and like the analysis and like the deep channel analysis.
It's great. I'm aware that there's like certain people that are listening to this, which are like, they've just got a Claude subscription. And I know you mentioned that even like the audience builder or the audience bullseye like skill that you have, even just working on Claude independently, it can be effective.
Can you demonstrate that for people of like, if I just have a Claude subscription, maybe I've put out a few videos, but I really wanna utilize this three, two, one method and kind of figure out what my bucket is. How would I do that on just purely? Claude.
Yeah. So let's, let's run this. So let me switch my, let me switch my screen and I'll go to Claude.
And to be, to be clear, it's so much more helpful to have actual data in Claude. So like the way to get the data in would either be you copy paste your own transcripts or like you try to, it's not easy without the data to get to a for sure answer, but this bullseye builder is like a really good first step. So let's go to, let me switch my screen.
I have a bunch of workflows on this upper left here. other things we did with sandcastles in cloud so i want to show these eventually but this is what we'll do first so this bullseye builder skill is in here we'll link this below so this is meant to be how do i figure out what those rings are roughly for my niche and then that'll directionally point you to the altitude like broad versus narrow but you still then have to figure out what topic bucket so the easiest way without sandcastles you can just guess like you could say all right i'm making content about content strategy what are the things that my customers struggle with what are the things that i've seen work for other people when i'm scrolling Storytelling hooks like you can kind of guess right?
You're not gonna be sure unless you see the data So let's just go through this. So I'll say like Run this skill and for anyone like I'm just gonna use fable 5 You don't have to use table 5 is in terms of a model you can use opens 5 you can use other things I just like to use the you know best fastest model and then I like to do it in co -work But you can do it in chat as well.
So let's just run this and If you never run a skill you just press run you drag the skill file in and then it'll kind of tell you like, it'll start prompting you what to do. Okay.
So the first thing it's saying is what content lane are we building this bullseye for? Now it knows about me cause it's, I've given it context before it's connected to sandcastles, but I'm going to say we're going to build this for Callaway marketing. We could have done like test as a stranger as well.
Just a random one, but let's just do this. So we're going to say we're going to build it for Callaway marketing and then it's going to ask you to describe your niche. Now it may skip that for me cause it already knows, but let's see.
Okay. So who specifically it's. So what it does is it's interviewing you to try to get really clear on like what the center of the bullseye would be so it can build out.
So it's like who specifically gets the most value from your marketing content? My guess, not just business owners in general, more like a service -based founder or coach doing real revenue, 20 to 100K a month, who no short form is the growth lever, but inconsistently posts. Like that's pretty good that it knows that, but that's just because it knows my channel.
So I'll just say like, yes, that's close. We'll keep it like that. I almost, I think about like when we put up the bio.
we spoke about like those first line that first line or two it's like it's like what do you do and who is it for yeah i call this the target authority statement so it's like it's like i help x with y in z way yeah and it's kind of helping you get to that clarity So what's the one struggle of theirs that you fix? My guess, it's not just effort.
They've posted a lot. It's that they have no system. So yeah, system is like my main thing.
So let's go system. So it's good that it can like already kind of understand this based on just, if you connect it to Sandcastles and it has your videos, it starts to know about you like this. So it's super helpful to do that.
Okay, so this is the center of the bullseye. A service -based founder or coach doing 20 to 100K per month who knows short form is their biggest growth lever, but posts on vibes with no system. So we'll say, cool, that's it.
So that's gonna be the middle. And it's going to build the rings outside. It'll show a visual, which is kind of sick.
And then that will directionally tell you like how broad or narrow you should go. And it will tell you like, don't go to the broadest rings. It's too broad.
So I would guess the broadest ring is going to be business in this case. So it's like any video about any business topic would be something that's way too broad for me. So I would never post something like that.
Yeah. You know what? You know, it's kind of crazy as I was just thinking about it.
Those three questions that it asked of just putting. the skill into Claude and then just going through the flow, it kind of like gave you clarity. It would give you clarity or someone listening clarity on their bio.
You just have to add in whatever your credibility is. Exactly. Essentially.
Yeah. That's like a helpful exercise alone is just to like, just go through those questions. What we've done in the last few minutes.
Exactly. And yeah, it gets, it gets crazy how much, like how effective this whole like MCP thing is. So I'm, I'm excited to show some of the more advanced workflows because it's pretty crazy, but this alone is super helpful too.
Yeah. You know, and just as we're waiting for it to load, even just to zoom out for people so that they understand. Because I know that you think people and like creators that almost posit that you can just use AI and they have like these 17 different agents that are like running their whole content stack of like, that's just not the truth.
Yeah, it's not the truth. It sounds like, and you correct me if I'm wrong, the way that you use Claude specifically in your process is kind of like. Strategy somewhat like clarity on strategy and then scripting Storytelling so I I use it more than that, but we should go through each thing, right?
So strategy is big getting the data to tell me what i'm missing huge That's like the number one thing and I think Basically, like i'm trying to de -risk my effort like I was saying before I don't want to waste time making videos that don't work now That sounds obvious to everyone but like some people who are like more artistic are just like I just want to do what I feel No, i'm like tell me what to do and i'll do it so that I can win and be done with it and so the strategy with the data is so helpful because it points me exactly where.
So I do the strategy. There's a really good hook workflow, which I'll show. I'll show a bunch of things for that.
The script writing I built, you can see that right here, the Callaway script writing system. We're going to go through that one as well. I've also analyzed, I did a really interesting exercise where I made 11 videos about the Claude Sandcastle's workflow.
some of them crushed some of them didn't and i was like i analyzed i really modeled everyone off the same thing so it was very similar and i was like i can't tell the difference like why they're crushing and why they're not so using the mcp i just piped in those 11 scripts and i was like yo claude point out it's there was one word that was different in the winners and losers and it told me so immediately yeah so it's sick so okay so this one so this is ready so you see the bullseye so now it says oh and it makes the visual that's cool yeah so it makes the visual so you can press play so it'll show you like each rung so let me let me do this so the center is service founders and coaches One ring out from that would be service -based founders, but at any revenue.
So this one is like 20 to a hundred K. So it's kind of like advanced. This is not specific.
It's very specific. Ring one is like any revenue. So if you're a service -based coach or founder, it will be topics for those people at any size, then one rung.
So that would be the orange. Now the yellow is anyone using short form to grow any business, not just coaches and service -based, but it could be e -comm could be anything, right? One ring out from that, the light blue is short form creators, period.
anyone trying to grow on short form. And then like, like I was saying, like I thought would happen, the furthest ring out would be business. So it's like business marketing, making money.
So what this means, you know, tactically is like, if you go to the three, two, one strategy, and this one's coded for the three, one, one strategy, which is five videos a week, three, two, one, we'll give you seven. So if you want to do the three, two, one, which is posting seven times per week, your broad bucket should be no broader than the light blue.
So in this case, it would be. videos for any short form creator. So it's like, I'm talking about short form growth, but it's not really specific to service base.
It's not specific to monetization, right? So two of my videos would be at that level. Now, if I hit one of those.
it could be 100 200 300 000 views it's probably not going to be 10 million views because it's still short form content based right so that's the light blue now the narrow ones i say you could do a mix between the yellow the orange and you can even try the red if you want but i like the yellow and the orange so the yellow is anyone using short form to grow a business and the orange is service based founders and coaches using content to grow a business so there it's like okay well what topics apply to specifically coaches right it could be like how to grow if you're a coach the red is very narrow it's because like if you're going to bifurcate someone at 50k a month versus any revenue it's like it starts to blend together so when i think narrow i think kind of like these inner three mostly these second and third but like this exercise alone is very helpful to see these five levels right because you can say Oh, he's saying don't do ring four.
That's business or marketing or making money online. So if I make a random video about making money online, it has nothing to do with me coaching a service -based business on short form content, right? So this is very helpful.
Now on your one chaos agent, it can be anything. If you wanna try the really broad ring four, you can try it. I'd recommend not doing that because if you accidentally go viral, it'll bring a lot of the wrong people in.
I actually recommend when you try stuff to try even going narrower, like go red and just, if you get. 700 views just see if the conversion works yeah that would be like how i would experiment with it but essentially so now this doesn't solve the topics but it solves the buckets right so now we have to figure out the topics this is where the data does really really come into play so like the light blue short form creators period so it could be storytelling it could be hooks it could be strategy so it's like which of those do we pick well that's where you really want to look at the data and i can show you how we use sandcastles to like you know to do that and there's yeah there's varying ways to do it but The data makes it super clear.
Yeah. You know, I want to get into the data piece and the Sandcastles piece. But if we just just take us behind the scenes of your process for a second.
Right. Because you have these rings which give you an awareness and you're trying to put two videos in like you're trying to kind of hit a few of these rings across a week. Yeah.
Are you literally like sitting there at your computer and being like, OK, cool. Here's the ring that I'm trying to hit today. And then you're looking at like.
what are maybe like the problems or the pain points of the person in that ring and then you're scripting from there more or less more or less it's literally that scientific so it's but i don't have the bullseye up next to me but so the most important thing about the bullseye is it tells you what how not to go too broad so the fourth ring business and marketing making money in my head now i'm like do not make a video that would not directionally accrue trust for short form content which is with ring three and in that alone is like a you know it's like if you're golfing you're like keep my left arm straight keep my left arm straight it's like you're like directionally it puts you in the right so that that helps that helps me not make a mistake too broad then when i go to curate ideas i'm asking myself i'm just thinking like because the data told me storytelling hooks and ai workflows are the three that are working the best i'm like okay is this a storytelling video, a hook video, or an AI workflow.
If not, I kill it. Like I don't make it. And so that helps me when I'm ideating because you can get ideas from anywhere, right?
Like you can look at your own channel. You can look at competitor channels. You can read blogs.
You can look at Twitter. You can look at what customers are saying. Ideas come from everywhere.
This is a filtering system to make sure you don't make ideas that are weak so that your hit rate goes up. But the hit rate won't go to... 10 million views it'll just be more effective per rep around the 50 to 100k range yeah i think i think so so your approach is very disciplined and it makes it makes sense right because even what we shared in the start with the tweet it's like 82 days you've made over a hundred thousand in revenue and 20 000 plus email subs like it's a very efficient it's extremely efficient like input to output yeah you know what my question for you and i think this will be really valuable for someone listening at home is let's say that someone deploys this strategy in exactly the way that you're doing it and let's even say that it's getting views like the ones which are a bit broader they're getting a pretty good views and then the ones that are a bit narrower like it gets less views but it still feels right yeah how does someone validate how do you validate that you're actually hitting the right person because i can imagine that like i might think as a creator like okay yes a short form
someone who's doing short form content would resonate with this yeah i don't actually fully know that yeah yeah how does someone validate that without just looking purely at the numbers yeah well you do want to look at the numbers but basically there's three ways to measure effectiveness of the content views followers gained or conversion so views like you said you can't tell who's viewing it so you can try directionally to make a video that's only applicable to someone but like it could be served to anyone right you got to believe that if you're making expertise driven content about like knitting A non -knitting person is not going to watch the video.
So like you directionally, but to your point, you don't really know. Followers gained is actually a much better metric than views to judge if it's working because on your followers gain means someone watched the video and they either instant press follow or they click to your bio and press follow. If your bio is specific on who you serve with the first line, that is a filtering mechanism.
If someone pressed follow and you're getting a lot of followers, that means. They're wanting to follow you for the thing you want them to follow you for. So that's like a pretty, that's more directionally correct than views.
But the best is obviously conversion. So for every single one of my videos, I have a CTA and I'm collecting emails. Whichever one drives most emails, that means I'm getting what, because it's like I'm getting emails off a CTA that's directionally leading to my offer.
So like if you want that thing and therefore you can measure dollars coming out the other side, but like even just conversions to the email, which is short form's job, get me emails. of people that will buy my stuff if you're getting emails and the way you're getting them is by offering something a lead magnet that's only applicable to people that would like your product well then whichever one's driving emails is working right so those are the three ways to measure what's working typically they do go in lockstep right if something gets more views sometimes the followers won't be, you know, you can get super viral and not drive the followers, but like if you're targeted, they'll be pretty in lockstep, which is good, right?
Yeah. I guess on the, so on that conversion side of things, I guess the first thing you're looking at is what, like many chat, like the number of automations, many chat. And then from there you can look at emails, like signups.
Okay. That makes sense. Like I don't even, I don't even really need to pull up the many chat to show it because by proxy.
Every one of these comment numbers, if you divide by two, that's how many emails I'm getting. Because most people are not commenting to be like, oh, thanks for the video. They want the lead magnet.
So if you just look, it's like, okay, this one got 23 ,000 comments. So this was 12 ,000 emails. You know, if we didn't already have, there's some duplicates where like people want multiple lead magnets where we already captured the email, but like more or less it's 60 to 80 % of this number are the net new emails we captured.
So like you can see, okay, this one only drove 74 divided by two. That's like nothing. It's like, this was a flop.
This one, 275 divided by two, a little bit better. So it's like, oh, but this was 12 ,000 views and this was 12 ,000 views. This one's like three X more emails or whatever the ratio is.
I think four to five X more emails. So that tells me directionally, yo, this Claude video is actually higher converting at the type of person that I want versus this content advice video, roughly. So like that directionally, you start to be like, oh shoot, if I'm getting a ton of emails for the people that want my stuff and those lead magnets that get the emails corroborate my offer, all I need to do is make more videos to get more emails and I'm good.
Yeah. Right. Yeah.
That's cool. Is it pretty stunning to you? Even when you go on the one that some of the, some, uh, ones that are pinned on your channel where it's like, uh, yeah, like even that one, the, the number of, I look at the number of likes versus number of comments.
That feels like a pretty stunning, like, yeah, it's crazy. It shows they actually want the thing. And the good thing is this was talking about sandcastles.
So that worked out. It's like a, it's like a one -to -one almost of like people that like the video converted. Exactly.
Exactly, yeah. So essentially you look at efficiency of conversion, right? So it's number of comments divided by views gives you an efficiency.
Now that's like getting a little too fancy. Like you don't really need to do that. If you just roughly sort by comments or sort by engagement, you can do that.
What I wanted to show though is in Sandcastles, if you don't have this dashboard set up, how do you arrive at the buckets, right? Because this dashboard is meant to evaluate your videos on your channel as you're going. So if you're on day one, you can verify but like there's not going to be much data right yeah so how do you actually how do you solve for the buckets initially before you get it working that's like a really important question yeah so the way you do that is in sandcastles you can build what's called your watch list so your watch list are other top creators in your niche you're not going to copy these creators but you're going to get the data in aggregate for what's working best and it's going to direct you to the topic buckets so to build this watch list there's a couple ways you can do it first you could go into sandcastle and just describe the niche so i could say like social media growth strategies is my niche, let's say.
Let me make sure I spell it right. Then I can decide I only want creators on Instagram and account sizes. You really only want people up to a million followers.
You don't want the mega people because those videos are ripping because of those people's brands, not because of the quality of the idea. So I do micro, small, medium, and then I press search. Now what we do is we'll give you three different like.
micro categories within social media growth so this one's like social media growth tactics audience engagement strategies and content marketing growth roughly like we're bucketing these people accordingly and you can just press like load more load more load more and you can just get more and more of these people right so this is like the best fit person in that range for social media growth tactics is this guy the harry needham and then you go down from here now anytime you find someone you like you can just press the plus and add them to your watch list now as soon as you add them As you build this, the suggested tab is automatically re -updating and giving you more suggestions based on the aggregate value of this list.
What you can also do is take somebody in the list and press these double arrows. Like Briar's really good at content, right? So I press the double arrows.
It now builds a list, people closest to Briar and down. So you can just go down this and discover people. Or if you know who you like already, you can just search them.
Like, yeah, like let's just get rid of Gannon from the list and I'll search him now. So Gannon Meyer. Just search this boom.
There he is. I add them so you can search we have over a hundred thousand creators in here now There's billions of creators online. So what if you search for someone and we don't have them?
Well, what you can do is you can actually add their creator URL right in and we'll import them so we can get anyone you want you can build this list and This will take you know between 10 and 30 minutes to build this out one time but it's really worth doing because Effectively what you're gonna do is you're gonna data analyze the best performing videos from these people So step one is to build this watch list step two you go to the videos tab and this is an aggregate view of all the people in the watch list.
This is all their videos in here. And so the reason this is dope is because on Instagram, you can obviously search, like you don't need to use Sandcastles just to look at your own channel unless you want the dashboard because you just search on Instagram, but you can't look at a cohort of people on Instagram. This is like 30 people at once.
So that's super helpful. So what you can do is you can say in the last three months. And then I like to filter out anything under 2 % engagement because a brand deal would be huge views and low engagement because the views were botted.
So it'd be like 0%. So to filter out the brand deals, you just do 2%. And then I'll sort this by outlier score.
So what this shows me is these are the best performing videos from all of these channels in a cohort from the last three months. Now that alone is pretty sick. Like you can just go in and you could press the little button and you could open it and you could play it in a new tab and you could just watch these.
Sorry to see, that's the manual way. Now I'll tell you the automated way with the data, but like just opening it in a new tab is super helpful. You could also add it to a folder, like in projects, you could curate them if you want.
What's really helpful though, is that you can deep analyze these videos. So let me find one, like this one hasn't been deep analyzed yet. And just to be clear, because I know for, I like when you do content, you start to understand the game of it, but.
essentially what you're doing is just the psychology of someone starting out is you are hyper fixated on outliers because essentially you learn way more from your wins like it's easier to then replicate the wins yeah so it takes out the guesswork of like and you even said this earlier a lot of people will post they have no idea it's the it's the shouting into the void exactly phenomenon and feeling it's like i have no idea if this is going to do well the way that you get around that is it's based off strong pieces of like reoccurring evidence yeah of like these hooks these topics the way that he ended like the story exactly you've kind of broken it down this is why it's really important because and this is really not intuitive to people in every niche there are certain topics that do better always and there are certain topics that don't do don't do well and it's because the psychology of the viewer in that niche believes their problems are a number of things and believes they don't have a problem with certain other things so for example
in the content space like my space anytime i talk about coming up with ideas those videos flop and it's because the average person doesn't think they have an idea problem they're like my ideas are great so anytime you hear anything about ideas you scroll away but anytime i talk about hooks The videos crush. It's because everybody thinks they have a hook problem.
So the only way to know which of those hot button topics in your niche are working is to analyze the data. That's why I'm doing this. It's not because I'm trying to copy these people's ideas.
It's because I want to understand which topics are working best so I can guide my creativity. That's a really important thing. It's so important.
And I even think about there's some people out there that are like, they think that they're like bad creators or bad speakers or like it's not resonating because of that. It could actually be like the topic you have, no one is... No one cares.
Yeah, no one cares about it. You're just talking about stuff that's low value. Yeah.
And that one fix could be the unlock. That's why using this to analyze the data in the way I'm going to show is so helpful because it just... Saves you months of not knowing yeah, right because because without this the only way to find that out is to either scroll and be Good at spotting patterns which most people are not or to post 30 of your own videos Look at your 30 on your channel and be like well, which ones kind of worked that takes 30 days I would like to get this in 30 minutes.
Yeah, right So the beauty so now at this point like you can open the videos one by one But that won't give you the answer yet because you have to spot the pattern. So the way to get the answer Let's just go to one that's not analyzed.
Every one of these that has a green thing I've already analyzed, but look at this one. It doesn't have a green thing. If you press this button, we will deep analyze the video for you.
This takes like 30 seconds per video. And so when you click into one that's been deep analyzed, let me just go to this one from me. We give you everything about the video.
So this is the full transcript. If you press this little button right here, it actually overlays sections in the transcript. So you can see kind of how the structure was broken down, which is kind of cool.
And there's also timestamps, which you can click and just go right to the video. we give you information about the idea itself so like what was the topic what was the unique angle of this video what was the contrarian take this person had what were the pieces of evidence they used to make that contrarian take we give you the hook what is the formula of the hook for you to plug in other words what is the exact hook they used what's our analysis for why this hook worked or didn't work we give you the storytelling format so like this was a tutorial and we explain why this was and what it what that means and then we give you the visual layout so like obviously The visual layout is pretty clear.
Like you don't need us to tell you that, but like we put that in there as well. And just so people understand, because I actually think when you mentioned this earlier, I was like, I have to make this point because I think it's a key thing, right? You've spent like years doing this.
I don't even know how many videos you've created, probably like thousands at this point. You've spent thousands of hours analyzing it. This software is actually kind of infused with your approach and your playbook.
I'm a cyborg. Yeah. Yeah.
Basically. This this is a Nobody thinks about content in this way to go back to all the way back to like atomic unit thing This is my brain as a software. So like basically This doesn't sound right but like I'm a machine at cracking games and like this is the machine to crack the content game so like and I wanted to build this because I want it was cool to be like we have a product that's sick.
But B, I kind of want to help other business owners, help builders grow. I want to give my, I can't scale my brain through conversation. This is the best way to scale it.
Yeah, through the software. So all these like components, I call it Lego bricks. All these are like the Lego bricks of content and that's the atomic unit of a piece of content.
The idea, the hook, the format, et cetera. So like if you've heard those terms, it's coming from me. Like I made a video about the Lego bricks a year ago and like then now people talk about the Lego bricks.
Like this software gives you that, right? So what's interesting here is like, This video analysis alone as a one -off, it's interesting, but it's not that helpful, right?
Like you get the transcript and you're like, you know, to learn the different types, it's cool. Like, cause you're like, oh, secret reveal. What does that mean?
Oh, he revealed a secret. Okay, cool. This one alone is not helpful.
Where it's really insanely valuable is when you take in aggregate the top hundred videos from these people and you put them all into Claude at one time and you say, find the patterns. That's the sauce, right? So in order to do that, you have to deep analyze all of them.
So you want to like deep analyze as many as you can. Right. And so what you can then do is you can export all this data.
So like the one we did is just finishing. You can export this data in a CSV or JSON. This will do a hundred, a hundred videos at a time in the export, or you can use the MCP and like, just call, just ask for it.
And I'll show like, you don't even have to drag the file over. But like, if you don't know how to use the MCP, you literally just export this into a CSV and just drag the file into cloud and be like. start asking you questions, which I want to show next.
Yeah. Right. So this is the, this is the secrets.
This is the whole thing is we have, now we have aggregate data of the top hundred videos. Now it's like, I don't need to, I don't need to guess what topic buckets are working. I'm just going to ask Claude, tell me the topic buckets and it'll be like this, this, this, and then I can choose from there.
So you can do this at an individual channel level. Like I could do just my channel. I analyze all my own videos and do it.
Or I could do it at a cohort level. Like I could say me and Alex Garcia combined, or I could do Everyone right like you can mix and match any combo you want of people as long as the videos are deep analyzed You can put in a cloud and then once you get in a cloud the you can do crazy stuff Can you just show the function out just super quick the functionality of with the Claude MCP of like how you would do that?
I know you showed the export through some apostles, but if someone wanted to do it like natively on Claude Yes, so what would that look like? So the beauty is once you have once you have the MCP set up it then knows like you don't even really have to say the word sandcastles if you just ask a content question it will go to sandcastles but if you want to direct it you could just say like this so go to a new a new uh task and i'll say like so what you do now so if you have the mcp connected you would go to like to connect it i won't go over the instructions but it's super easy like to connect it you go to customize the video we'll link it but essentially to know you have it you could just go to connectors and you'll see sandcastles is connected the check is means it's connected so with that once you have it you have all these skills right so like These are my skills, but in the plugin itself, you have all these skills.
Backslash analyze, channels add. So it's like, oh, I can analyze any video. I think it was 14 skills, right?
Yeah, and we always add more. So if you have the latest version of the plugin, we're always adding more. But just to show you, agnostic of that, how do you just quickly go to Claude and get the information?
So you'll say, I want you to analyze the top 50 performing videos from the last two months. in my Callaway marketing workspace. And it'll know what this means about to say in Sandcastles.
So then I'll say, and now it'll be like, if the videos have been deep analyzed already, it'll just pull them in. If it hasn't, it'll say, do you want me to deep analyze? And it will close the gap on that.
So I'll say for, I'll say, let me know how many videos haven't been deep analyzed and then say, let me just use whisper flow. I want you to build a full report breaking down the best performing topics, hooks, formats, and script writing tactics across those videos. My goal is to run the 3 -2 -1 content strategy where I want one content bucket that's broad and two that are narrow.
And so I'm trying to look at the best performing videos in my watch list to figure out what the best performing buckets are so I can choose those for me. My target authority statement is I help business owners grow on social media so they can drive more revenue to their business. Let me know if you have any questions before you run.
So basically what I did is... And we'll share the prompt. Yeah, so I was just using Whisperflow to talk because I can talk so much faster.
Yeah, he's way faster. Yeah, I make mistakes typing. I do the same thing.
So we'll run it. So what it's going to do is it already has the Sandcastles connection. So it's going to first go and it's going to say, do we have the top 50 videos analyzed?
Like you can see a lot of them were, but maybe some aren't. The ones that aren't, it'll say, do you want me to deep analyze those? It'll tell me how many it will be, how many credits it will cost to do that.
And then... we can either do it or not like i'll just have it do it without the credits so it can just run what's analyzed and it will give me this report which will literally tell me like while it's doing this i'll just go to uh so saying how should i rank the top 50 we're going to say by outlier score deep analyzing unanalyzed videos cost one credit if some of them aren't analyzed should i what should i do i'll just say auto analyze the rest what format do you want interactive html so this will start running now let me just show you an example of this already done yeah on my channel so in this case i did a full analysis on my channel so instead of doing the full cohort i just did mine and that's because once you have your own videos you can just analyze your own right so i said look at all the videos in my account and run an analysis breaking down the topics the hooks the formats and the script writing tactics i want you to display them visually and tell me what i should do for my next seven to ten videos so it pulls it it's like yo i've got the latest videos here it are there's 97 i'm going to analyze them cool the report is done it i'm going to show you the report a second but it's like walking through
I mean, this alone, the seven hidden patterns you're not seeing. Number one, numbered structure is your biggest lever. The 18 videos that build on the step one slash level one sections do way better.
The other 79 videos don't have that. So you should do that more. Number two, if you do a hook that says, if you want to do X, that never works.
You've tried it 14 times and never stopped doing that for the hook. So it's just like these alone are like super helpful. But you could easily miss that.
Like you could easily just never know. You would never see it. You would never see it.
And so this report, if I open this. This is the visual thing. So it's like, cool.
I analyze all your videos for you. It actually maps them, which is kind of sick. And I didn't even tell it to do that.
Like that's why Claude's sick. Cause it just like visualizes things. So now it's saying, okay, here you go.
Top performing topics, right? So you have, this was, this was this one random one that worked this, this meta breakdown, but then it's like Claude AI demos, storytelling, and then hooks are right here. So this, this maps to what was in the dashboard, right?
Cause it's doing the same thing. So it's saying this topic, turning Claude into machine works really well. These deep link to Sandcastle.
So you can just click this video and it will take you to Sandcastle for the transcript. Here's the second one. Here's the third one.
Then it also does top performing hooks. These word for word hooks. It's just so valuable.
Like to be able to see this and then you don't even need to check this every day. Just like a couple of times a week. It gives you, and this is the real sick part, this hidden patterns piece at the end.
So it's like every one of these is custom to my channel. It says. The 120 to 150 second dead zone.
Anytime you make a video that's over 120 seconds, it doesn't work. So stop doing that. Like that's kind of sick.
That's like you have a content coach like looking at your data and telling you exactly what to do. Yeah. So this is pretty fire to run on your own channel.
And when you don't have videos on your own, you can run it on a close competitor. You can run on a batch of competitors like we were just doing right there. So I'll show like a bunch of other things around the hook and the script writing if you want.
But this would be like the content strategy. way of using claude yeah you know what you know what it clicks in my mind because i think so many people have that that feeling and i've been there of like when you're put i know you've been there as well when you're posting and it's just not working you have no idea why and because it's not working you're not getting any feedback so you can't improve it i think this like simplifies the game to a point where it's like just stop posting something yeah so that it has data like your own data to go off yeah and then once it has that data it can start to isolate from what you're doing here's what's working here's what's not exactly and then keep doing more of this less of this yeah and iteratively over time and you could start to see pretty quickly like in the beginning you might it might not look good But you keep doing these batches, you're going to get closer and closer to like hitting the bullseye.
And that's the thing. That's all the game is, is just iteratively improving. Yeah.
One thing you can do that's kind of sick for that is, let me switch back to the other screen. And then I want to talk hooks. Yeah, that's what I was about to go to.
I was about to go to hooks as well. So one thing you could do that's kind of sick is like you're making videos, you don't know why they're not working. What if all you did was put your channel in here?
And then one competitor, like let's just, Alex Garcia is my, let's just put him in. So now I could say, let me analyze my five and I'm going to analyze his best five and just take those 10 and feed it to Claude and be like, his 10 are crushing, mine are flopping, find the differences. So that's the A versus B.
So instead of doing the full cohort, you can do the A versus B. It's like, once you have the data, you can ask it anything. And the data, the data doesn't lie.
Like it'll, it'll tell you. So that, that's a really sick way for beginners. If it's not working, instead of being like, what's working.
Take what's not working and take a competitor that you're trying to emulate that is crushing, deep analyze a few of their videos and then feed it in. Can you just quickly show, like what would be the prompt even on Claude if you wanted to? Literally just you say, like let's just say I have 10 here.
Let me just go last like three weeks to try to narrow down how many videos. This is 28. So in the last 28 days, Alex and I have posted, or in the last three weeks, we've posted 28 videos collectively.
So let's just say two weeks. 21 videos. So first I could deep analyze all of these.
And the fast way to do that is you hit the lightning bolt and you just type 21 and then it will do all of it. Yeah. So it'll run these.
So there's nine left because I had already had some done. So you see it's doing all of his. So then I'm going to export this, put in the cloud and literally just write, these are the last two weeks worth of videos from me and Alex Garcia.
My videos don't seem to be working. His are crushing. I want you to run a full report.
across topics hooks formats script writing and any hidden patterns i'm not seeing that can help me understand how to make mine better so i can you know improve the performance relative to what he's doing that's it that's all you have to do very simple easy intuitive prompt you don't there's no crazy prompting once it has the data it can spot the answer for you immediately yeah so it's like it's it's so good because to your point You don't even need your own outliers.
So so often that's the thing It's like in order to start winning I had this on YouTube in order to start winning on YouTube. I needed to have won on YouTube So before you've done that it's like so what am I gonna do? I'm just gonna keep guessing until I've won exactly But with this it's like you can just find someone else who's like very similar to where you want to be Yeah, but he's winning and then do the take a few their videos.
Yeah, take their outliers deep analyze them and just be like hey I wanna approach the space a little differently. Here's what I'm thinking.
These are 10 videos from them that crushed. What should I make topically? What should my hooks be?
How should I differ from them? Like actually help me build a structure. The thing is most people try to copy word for word.
If you copy your derivative, like it's clone behavior. You don't wanna do that. But you wanna take what they, let Claude learn from the patterns that, from their videos and feed you a recipe.
That's basically what you want to do. Yeah. You know what?
Because you even talk about the copying. I think when it comes to copying, probably the biggest place we see it in short form, I would assume is like hooks. Yeah, 100%.
And so I've also heard from people like yourself, but also like other like growth marketers, like social media specifically, of like the importance of the hook. We always hear like stop the scroll. The first five seconds is like everything on short form video.
How were you using AI, specifically Claude and Sandcastles, in your hook? Yeah, so there's two dope things I will show you. One of them is just straight out of the Sandcastles website, the app, and then one is in Claude.
So I'll show you both, which are sick. So just to level set with everyone, when we say hook, there's really three parts to the hook, and you want the hook parts to be aligned, right? So you've got, if I play this, you've got what I'm saying, which is called the spoken hook.
So in this case, I say... It's written right here in the transcript. These are the only six words you need to make your hook impossible to skip.
Just let the first five seconds play.
Let's just say that was the hook, right? So there's the spoken piece, which is what I say, which is in the transcript. There's the text hook, which is...
six words in this case six words to hook any viewer and then there's the visual hook sometimes like in this case the visual i'm using would be a visual hook if you're a yapper you don't really have one like it's you kind of on the screen visual hooks are a little overrated to be honest but the text hook alignment with the spoken hook is critical very very critical most people don't even look at the text hook they don't even think about it it's like actually the number one thing because your eyes will dart to certain words faster than you can hear the full sentence so you get comprehension faster from looking at the text hook so the point is just just to anchor everyone like text spoken hook is really what you want to optimize for.
Now, most people, when they talk about hooks, they talk about what's called the hook format. So in, well, I guess just to back up what I just did in the hooks tab, any video you deep analyze with sandcastles, we automatically extract the hook and we put it right here for you in the tab. They're all there.
So if I want to just get mine, I'll just search for my channel. So now all the hooks here are just from my channel. I can sort the hooks by performance, right?
So now these are based in order. So what you're seeing right here is called the hook format. So this is how you turn insert tool into a insert desired outcome machine.
This is the format. So what most people do, which is like kind of lazy to be honest, is they'll just take the format and they'll just put their words in. So instead of like what I did here was, this is how you turn Claude into a social media machine.
They'll be like, this is how you turn ChatGVT into an email writing machine, right? They kind of just like swap it in. Yeah, so that's level one.
Like that can work. The problem is oftentimes when you just, crudely swap words in, the grammar falls off and it doesn't really make sense, right?
And it doesn't even fit the video sometimes. Exactly. So doing the hook format swapping is like, I call level one kind of hook engineering.
The real level two, which is sick, is power words. So I think the number one most important concept in all of content, copywriting, marketing is power words. So there are certain words and phrases that are loaded, like they mean more than the average, like than just the base word and your attention darts to them.
Even the word dart, that's a power word, right? Instead of your attention goes to it. It sticks out.
Yeah, it's sticky in your brain. So what you want to do when you're writing hooks, either the text or writing what you say, you want to find proven, validated power words in your niche and then either remix them slightly or swap them in. So this is why this feature is so helpful.
When you look at my top performing hooks, this first one, this is how you turn Claude into a social media machine. Machine, in this case, is a power word. So you just note that.
You're like, okay, machine could work. Then if you go down the second one, there's really no power words in this. Here's how to plan your next 30 days of content.
No power words. The third one, here's how to write a hook so good it is scientifically impossible to skip. That phrase, that's a power phrase.
Scientifically impossible to skip. I noted that and did it again. If you look at the fourth best video, it's there as well.
It is scientifically impossible to skip. You see that twice. That's a validated power phrase.
So level two of hooks is you take that power phrase from someone else and you use it in your hook. Now that you're not going to use scientifically impossible to skip over and over and over and over because it's too derivative. So the level three is you take that and you slightly remix it.
So like, how else could you say this? You could say. Psychologically unskippable.
Psychologically impossible to skip. Neurochemically impossible to ignore. And Claude is amazing at coming up with those variations.
So you can start to understand if you export this data into Claude and you say, mine for the power words and then come up with five to 10 remixes of each power word, all of a sudden then you can take the hook formats and swap in different power words that have been validated and that's sauce. That's like level three sauce.
So you can do that in Claude. That's really good. And you know what?
It's because... I think we've heard so much about like hooks and everyone pushes hooks. Power words, when you said it, I wrote it down.
Yeah, yeah. Because that's actually, to your point, it's like the level two. And it even reminds me, we had a guest come on the show recently.
She always uses the word diabolical. Yeah, that's power words. And it's like something, it's like it instantly sticks in your brain.
And the reason I love it as a creative is, to your point, The hook sometimes especially if you're trying to recreate a video. It's too restrictive Yeah, like it's too narrow and you're like trying to like fit the video now with automatically.
It doesn't make sense Yeah within this hook whereas it's like okay. I'm just gonna say Diabolical I'm just gonna say scientifically Imported like it's an easier thing to weave into your creative exactly power words is it's it's the real unlock and like to be honest I didn't even have that epiphany until probably like three months ago.
Yeah Because I would kind of take my hooks, like this is exactly what I do, I guess, workflow -wise. Let's say I make another video.
I'm making a video about a Claude AI workflow. Well, the first thing I do is I go to my videos, just mine, and I search for like just Claude. So now these are all my videos where I reference Claude in the last two weeks.
Let's just go like last six weeks. And I just watch them in order. And I'm like, what's the best performing video about Claude and how did I do it?
So I'll go to the hooks tab and I'll just say, okay, this is how you turn Claude into a social media machine. how could I remix this? And like, that's how I was like, oh shit.
It's like the social media machine is a thing that needs to be remixed. That's a power word. All I have to do is find the power words.
So if I looked at like other people in my niche, you could do the same exercise and find the power words. This cloud will do this for you super quick. Like we, I built a skill, which I can show people how to do, but essentially if you want to just export all your hook data, just press export.
Boom. That's in CSV, drag it into cloud and literally say. I'm looking these are all my hooks of my top performing videos or these are all the hooks of my competitors top performing videos This is an example of a power phrase and you can literally just write like scientifically impossible to skip I want you to mine for all the power phrases Extract them out build a word bank for me and then make like five variations of each one So that anytime I feed you a topic you'll tell me which power phrases match and match and that's so helpful, dude It's so helpful.
Yeah, so that's to go back to your original question. It's like am i one -shotting hooks with claude no because that's super generic and that's where you get ai slop but am i using claude to macro analyze a hundred hooks come up with power words and then when i go to it and say tell me which words to use and then i finish it the last five percent yes that's how that's how i'm using ai for content in like every phase yeah you know what calloway final question before we get out of here is i think about that person that i referenced right from my starting question like from the first question of like the they have that frustration of like yelling into the void and are really like demoralized even by the process of making content and even in the rare instances where they do hit or feel like they've hit the bullseye those views don't actually lead to any money yeah if someone has that feeling and even from listening to this conversation there's so much like inspiration and things that they want to try
I'm such a big proponent of action. And so let's say that they have some time this weekend. Maybe they have like a free Saturday afternoon or like a Sunday evening before work.
What would you say are the things that they should go and do having listened to this conversation? Yeah, I would just follow the exact actions that we laid out. So the first, I mean, like obviously Sandcastle is my product.
Like I'm talking my own book, but like. I built it so that it would be as easy as possible for you. So the very first thing you should do is run that bullseye builder skill for free.
It's in the description. That'll help you get a sense for what's your target authority statement. What are your like five levels, right?
So that's number one. Number two, get sandcastles and build the channel list. Build the watch list of competitors.
Analyze. If you sign up for the pro subscription, you get a hundred credits. Analyze the top 50 videos well within the subscription.
You're not going to get charged extra. Run that, drag it into Claude. I would hook up the MCP in Sandcastles, which we'll link in the description, but you don't even need the MCP.
Just take the CSV and put it into Cloud. Ask it to run a breakdown of the best performing topics, hooks, formats, and script writing tactics from your competitor's best 50 videos. You get that mapping.
Okay, you got that. Now you're going to plan out your next seven videos, and you're going to use the 3 -2 -1 method. You're going to pick one of those topic buckets from the competitors that feels like it would be at the fourth rung of the bullseye, which you've done.
two of them that feel like they're at the second or third rung of the bullseye, and you're going to make seven videos. Now, making seven videos, I can just say that, rolls off the tongue. There's a lot of work there.
You have to come up with a topic within that bucket. Think about what do you know about that topic that most people would not think to be true. You could do this hook flow that we just said to come up with a winning hook and write the hook.
Then just write down the facts that you know to be true about that topic, record it, edit it. Very very simply like you just on your phone You you don't even have to edit if you don't want to just like throw captions on it Put it in cap cut throw captions on it and press post Do seven of those and get the rust off like just get momentum of posting from there You're either you're gonna fall into one of two buckets.
You're either gonna be like This is not for me or you're gonna be like I really want to get better at this When you want to get better at this, go watch my YouTube channel. And I have all the answers to the how do I do the actual video part.
All the tactics are there pretty much for free. So that would be the immediate action. Like you don't need any more info.
Like you just watched this episode. You now have all the tools and like the direct steps to run. And so that's what I would do.
Yeah. Helping builders grow their businesses faster. Bang.
Callaway, we did it. thank you very much my friend thank you thank you for having me legend so if you enjoyed this conversation and you want to hear even more stories like this then just click here and also my team is going to put some more videos that you can watch here thank you
The Hook
The bait, then the rug-pull.
The guest opens with a number that doesn't fit the usual growth story: a hundred days, tens of thousands of new followers, six figures in revenue, and not one video that went viral. He frames the rest of the conversation as proof that more views is not the same lever as more dollars, and that finding that out the hard way is what forced him to build a different kind of content system.
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A Forbes-ranked creator breaks growing an audience into six repeatable steps — pick a platform, build credibility without a studio, own a category, mine ideas, read the right metrics, and turn attention into a paid product ladder.
A creator with 8 million followers and 5.5 years of daily posting breaks his whole content system into two teachable parts: how to stop niching down, and how to build hooks that stop the scroll.
Busy Blooming's Tess Barclay maps YouTube's five creator "departments," makes the case for strategic talking to camera, and takes a rapid-fire Q&A on scripting, titles, niching, and getting over on-camera cringe, all with February 2027's doubled monetization bar looming.
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