The Al Short-Form King: The New Way To Monetize Your Content Online! (Using ChatGPT & Claude)

1. 0:00 – 7:16

   Intro

   1. ZIZita0:00

      Right now we're in a phase where AI is becoming more realistic than ever and I think there's just gonna be so much AI content out in the next year and then eventually after the year's over I just think people are gonna get tired of it and yeah the real raw people are gonna win on social media again. There's all this misleading advice like whenever people talk about hashtags, posting times, what to put in the caption all that then I immediately know like oh you don't really know what you're talking about. Content creation in my opinion is it's the one thing that anyone can honestly do like it doesn't take capital anyone can create content and anyone can get themselves out of the position they're in with it.

   2. CJCalum Johnson0:37

      Okay so today's guest is Zita. I call him the ultimate framework guy because he's the expert that I go to when it comes to building a profitable personal brand and so the story behind this episode is that 12 months ago I recorded with him for the first time in New York. That episode is loved. Zita even told me that he still gets messages about that conversation to this day. However here's the thing since we recorded that video social media and content creation has completely changed all because of one thing. That one thing is AI and so fast forward to today I took a flight from New York to Toronto to learn the new way to monetize your content in this AI era that we're currently living in and so in this episode Zita shares his simple three-step framework that will take you from literally having no followers online to building a loyal audience that buys from you and our intention with this conversation was simple. We were gonna leave nothing off the table and so the first part is actually recorded in a studio similar to this one and then we actually went to Zita's apartment so he could share his screen and do an in-depth walkthrough of all of the AI tools he's currently using to create his content and run his business right now and one more thing before we get into it. This video was one of our most ambitious projects to film so watch till the end subscribe to the channel let us know how we did. Anyway you're listening to The Calum Johnson Show. Let's get into it. Where I wanted to begin is for the person that clicked on this video they're sitting at home watching this with the belief that it is simply too difficult to be a content creator in 2025.

   3. ZIZita2:33

      Yeah.

   4. CJCalum Johnson2:33

      Like the market is too saturated too many people are trying to do it it's impossible to get traction every single time they post it feels like they're yelling into the void. To that human being what would you say is the value to them of listening to the conversation we're about to have?

   5. ZIZita2:51

      I think the main things that we're gonna go over and I think it's very important because I don't think enough content gurus or people who teach content kind of talk about this is number one how to actually attract your ideal customers because typically if you're creating content you're most likely doing it to either grow a business or sell product and if you just attract whoever you're not gonna sell to anyone right because the phase goes right if you're marketing to everyone you're marketing to no one. So number one show you how to actually create content that attracts your exact ideal clients then the next phase after that is how do you actually turn them into paying customers and that's through specific uh content strategies messaging in the content and even the back end funnels right the stuff that people don't usually talk about we'll talk about here and then finally how do you actually scale up your business through content without doing more work right as your content starts to grow as you start to get more followers how do you not get burned out from creating the content but also operating the business with fulfillment onboarding and doing all the you know boring kind of stuff. We'll go over I guess how to basically scale without doing more work by applying leverage into your content and in your business.

   6. CJCalum Johnson3:57

      Okay that's awesome I'm excited for it. You know I think one of the things and this is this is why I like talking with you not only are you someone that's doing it for yourself and like doing it using AI tools and like the new way of doing it is you've also helped a bunch of other people get to 20k a month 30k a month through being content creators and so I'm curious for you like for that person sitting at home what have you seen is like the tangible impact um the change that actually happens in people's like content journey and building a personal brand when they start implementing some of these lessons some of the skills that we're gonna go over.

   7. ZIZita4:43

      I think it's number one again I think attracting the right people is such a big thing. I think everyone nowadays they're just copying whatever's out there what's going viral like I see literally I think I scrolled like the other day on Instagram I saw three posts the exact same. Same hook same idea of the content and that's good for getting views but it doesn't really attract the people that are gonna buy from you. It's what I call like low ticket content ideas where essentially it might attract the person and maybe buy like a $27 product from you but it's not gonna be someone who's gonna like spend thousand dollars on you. You need to learn how to create what I call high ticket content ideas that showcase your frameworks it showcase why you're the best solution to the problem right now and it showcase why they should even trust you as well. So I think that's one of the major things I try to help people with is just creating those ideas and positioning them in a way that's unique to everyone else in the market because I always tell people it's like I guarantee for whatever niche you're in give me like 30 minutes I could probably find 20 people that are selling the exact same thing as you with a bigger audience. So we need to figure out a way why should they buy from you over these people with bigger followings and more case studies or more social proof and that comes from repositioning yourself different to the market and creating content that actually attracts the real buyers and people that have the money to spend on you.

   8. CJCalum Johnson6:01

      You know, I think, I think it's a, such an important point because, and I even remember this from our first conversation, one of the points you mentioned is like there are creators who have hundreds of thousands of followers-

   9. ZIZita6:12

      Yeah

   10. CJCalum Johnson6:12

       ... but like the revenue, the amount of money that they're making on a monthly basis is like a very small, uh, like in comparison to their follower count.

   11. ZIZita6:22

       Yeah.

   12. CJCalum Johnson6:23

       And so there's a lot of unprofitable creators out there. And so, you know, one of the, um [lip smack] I was on your Instagram and I was reading like your pinned post.

   13. ZIZita6:34

       Yeah.

   14. CJCalum Johnson6:34

       And you say, "I went from zero followers to over 150,000 followers and $2,000 a month to $30,000 a month in 12 months and that was me having no previous experience, being extremely camera shy, having massive imposter syndrome, yet I pushed forward and now I'm making more money than I ever have before." And then you finish it off, you say, "You don't need 150,000 followers to do the same thing. You only need 1,000 true fans." You know what? Before we kind of get into the framework piece of it, I want to give people like a part of your story.

2. 7:16 – 10:58

   From zero followers to \$30K/month (Zita’s backstory)

   1. CJCalum Johnson7:16

      Almost if you had to zoom out and give us like... 'Cause I, I know there's so much that goes into that.

   2. ZIZita7:22

      Yeah.

   3. CJCalum Johnson7:23

      But like the, the highs and the lows, like the three highlight moments from that journey.

   4. ZIZita7:28

      Yeah.

   5. CJCalum Johnson7:29

      What would you say? Like what comes to mind for you?

   6. ZIZita7:31

      Ooh. I mean it's been, it's been a long journey. I'm trying to think of the three main highlights I would say number one is actually learning that more views doesn't, uh, correlate to more income. Because when I was first starting like I was just focused on getting views. I was like, "Okay, if I get more views I'm gonna make more money." 'Cause the reason I started creating content was just to grow my business and get more clients, get more brand awareness. Like that was the whole reason I started creating content like two years ago. And I was posting for three months straight literally getting nothing, getting like 200 views on each post. And then I finally had a video do really well. Wasn't even associated with anything that I was like, uh, doing as like a service. The video did really well and I had a bunch of other videos do really well too. Like in a two-week span went from literally maybe getting, um, I would say maybe like 10,000 views in a month to I had over like a million views in that month. And literally the revenue barely changed. [laughs] So like from that moment I was just like, you know, "Fuck this. I'm only gonna focus on not views anymore but focus on ma- two major metrics," and that was how many viewers am I getting are actually turning into customers and then number two was how much time am I spending on each piece of content compared to the results? 'Cause if I spend hours on one piece of content that gets views but makes no money and I spend 30 minutes on a piece of content and only gets 10,000 views and makes me, maybe gets a client or two, that's way worth more of my time.

   7. CJCalum Johnson8:52

      Mm.

   8. ZIZita8:53

      So I'd say that was the first highlight was that kind of moment in realizing more views doesn't equal more money and that happened pretty early on in my content creation journey. I still think there's people out there who have been posting for years that still don't understand that-

   9. CJCalum Johnson9:05

      Mm

   10. ZIZita9:05

       ... which is crazy to me. So I'd say that was one of the biggest highlights. Uh, number two was I think it was the introduction of AI and automations to help with content because I think when I started doing it ChatGPT was just becoming a thing really. It was becoming popularized. And really diving into ChatGPT and all these other AI tools and learning how to number one do like content research to help with the scripts and flow of the scripts, even with the editing and using different AI tools to help with my editing team 'cause I had an editing team at the time. Just making everything much more efficient to number one get the content out faster, not feel burnt out, and still be able to actually work on my business without creating content all the time. So the introductory of using AI definitely helped and adopting and continue learning. Like every single day I'm continuing learning about AI, learning more about AI agents, how to help that with content, experimenting new things because as you know it's just constantly adapting. Like there's new AI tools every goddamn day now. [laughs]

   11. CJCalum Johnson10:02

       Yeah.

   12. ZIZita10:03

       And then the last highlight I would say in this whole journey was just I think it was just like the opportunities that kind of came from that I never even realized when I first started doing this. Like from content, again I only did it to get clients, but from it I've been able to work with a bunch of cool brands like one of the biggest ones like I got flown out by Adobe to San Francisco to attend their like, uh, AI leadership summit which is crazy 'cause like a few years ago I applied for Adobe for like data science and they rejected me.

   13. CJCalum Johnson10:33

       [laughs]

   14. ZIZita10:34

       So a few years later to now get flown out, crazy like turnaround. So doing stuff like that, getting invited on podcasts like this. Like in the last I think month I've now done like two podcasts which is insane. I'm still like, "Why the hell would anyone listen to me?"

   15. CJCalum Johnson10:46

       [laughs]

   16. ZIZita10:47

       'Cause I still have that, still have that little imposter syndrome like, "Yo, I think I know what I'm doing," but like the fact that a ton of these people hear me and listen to me is still a little crazy and just all the other things that come with it. You know, I was able

3. 10:58 – 14:39

   You can get views and make $0!

   1. ZIZita10:58

      to go to my dream destination which was Italy and live there for a month. I'm Italian background but I've never been to Italy before so being able to have that financial freedom really through content being able to do that. That's really been like the third highlight which is like all these oth- there are opportunities that have come my way that I never would've even like thought of when I first started this journey.

   2. CJCalum Johnson11:17

      Yeah. You know what, you know what's funny? Even just listening to you, uh, say that I think for so many people, uh, listening at home it's like that's the thing that you want.

   3. ZIZita11:26

      Yeah.

   4. CJCalum Johnson11:26

      Like just that, uh, that level of freedom or like the autonomy over your life, uh, being able to go to cool destinations, being able to create, uh, content and spend your time doing things that you actually love doing, uh, and be respected for it. And, and, and one of the things that was interesting to me even when I was just thinking about this conversation is like I would say personal brand and building a personal brand or being a creator, the creator economy, they're such overused terms now. Like there's-

   5. ZIZita11:58

      Yeah

   6. CJCalum Johnson11:58

      ... so many people giving this advice and then there's also so many people that are like trying it and are frustrated and disillusioned and feel like it's not working for them. And so I'm curious for someone in your perspective, for the people that are like trying this, they're trying to post, they're, they're doing the thing. Maybe they even had a viral post and then it led to nothing. What is it about the advice that's out there that like it just isn't working for people? Like where do you see people even when you're working with clients, like they're kind of getting lost in the process? Okay, quick break. Your home just became smart thanks to Alexa Plus, the sponsor of today's video, and let me tell you how. So Amazon just released Alexa Plus. It's a new version of Alexa that connects multiple large language models to tens of thousands of services and devices. I've been using it now for a few weeks, and here are some of the things that I've noticed. So the first one is that it's easy and intuitive to talk to. No more robotic commands or dead ends. You can talk to Alexa Plus like it's a friend or a real person, and it keeps up with your train of thought, meaning you can jump from dinner plans to weekend trips, then back to dinner plans. The next thing that I noticed is that it actually personalizes itself to you. It's like having a personal memory bank directly in your home. If you tell it once that you want to try that new Thai place downtown, then a few days later you say, "Book that Thai restaurant I've been wanting to go to," it will connect the dots and know exactly what you mean. And that actually moves me on to my third thing that I've found. Alexa Plus can actually take action on things. For example, I used it to book dinner reservations through OpenTable. Also, when I'd get back home from work in the evenings, I'd ask it for music recommendations, and then it would start playing the songs directly from my playlist. And so here's the good news for you guys. Alexa Plus early access is rolling out now, and it's free during the early access phase. And so I had to get you guys, right? So go to the link in the description to request access. That's the link in the description to get your free access to Alexa Plus. Thank me later. Let's get back to the episode.

   7. ZIZita14:17

      I think it's just a lot of misinformation out there and a lot of competing advice 'cause like you said, there's so many people now teaching content 'cause anyone thinks, "Hey, I got like a couple views on a video. I can now teach this and I can sell something that teaches this." And there's so, like there's so many people out there literally. I literally had a client the other day or a client I just signed who's like he's literally at, he literally said to me, he's like, "I'm surprised you're in this niche 'cause

4. 14:39 – 21:58

   How AI changed everything for creators

   1. ZIZita14:39

      it looks like there's so much competition out there." And I'm like, "Yeah, dude. Like everyone thinks they're an expert at content."

   2. CJCalum Johnson14:45

      Yeah.

   3. ZIZita14:45

      And what I tell people is just like there's all this misleading advice. Like whenever people talk about hashtags, posting times, what to put in their caption, all that, then I immediately know like, oh, you don't really know what you're talking about 'cause to me it's like a good piece of content will do good no matter what. Like you don't need all these little hacks here and there, right? That's not really gonna do anything. It may help your post by like 5% maybe, but it's not anything to really worry about. So for the people, I always mention them to this, like don't worry about the content as much right now. Focus on number one, the messaging. Focus on how do I retain the viewer and you do that with watch time. So always look at your watch time, look at your hooks, look how you're retaining the viewer. And then number two, just look at different formats that are working and just study your own content. And that's the best thing you can do for anyone is like look at what you've posted for the last 30 days, look at the posts that did the best, and then look at what you did in those posts compared to the posts that didn't do well. What were the ideas? What were the hooks? What was the exact format of the content? Did you start with a bold hook then go to a personal story or did you do a bold hook then immediately go into the value? Just look at those little small things and from there you'll ear- you'll get more data to then improve your content to number one, get more views and number two, also hopefully bring in again the right people. 'Cause if you're bringing content that brings in the wrong people, then it doesn't matter at the end of the day how many views you get 'cause it's not gonna correlate to anything.

   4. CJCalum Johnson16:12

      Mm. You know, it-- So, uh, we're, we're gonna get deeper into it and, and it's cool 'cause we're actually gonna go, like we're gonna go to your setup and literally show people like how you produce the content that gets you sales. As I, I was, I was thinking this, about this on the way here. We had a, we had a conversation actually before recording this and one of the things I was telling you is like I wanna show people like the new way to build a pers- like a profitable personal brand, um, and like an audience that actually buys from you. And I was like you're kind of the frameworks guy in my mind, like what's the framework for it? And you basically what you broke down is like this three-phase approach to how someone can go about doing it. Can you just break down big picture like when you say a three-phase approach and the way that you do it.

   5. ZIZita17:09

      Yeah.

   6. CJCalum Johnson17:09

      Like just give us the, give us the context, like give us, uh, give us that background.

   7. ZIZita17:16

      Okay. So it's basically made for let's say you're someone who's just starting out with content creation or let's say you're making, uh, let's say two to like eight K a month, right? You're not quite there till like 10, 20K a month which is usually the goal for most people starting out. So the three-phase framework that I kind of created or made up is just to break it down very simply into the phases that you just need to go through to actually have success, right? Really simplify it. So phase one is all about number one, just grow a following of your ideal clients or ideal customers. That is the only thing you should focus at the beginning. Don't worry about product so much. Don't worry about offers. Just focus on growing a following of your ideal customers and again, we'll get to this a little bit more when we go back to my place. But and it's just creating content that goes down what I call a content funnel that gets people actually into your ecosystem which means they just follow you and they see your content regularly, then nurturing them, showing they're an actual expert and leader in your space and you have the solution that is different from anyone else out there and then also building that trust and connection with them because at the end of the day- People buy from people that they like and trust. So if you can build that trust and connection, that's how you can sign clients with only like 2,000 to 5,000 followers and beat out the other people that are maybe selling the same thing as you, but they have like hundreds of thousands of followers. So that's like kind of phase one. It's just creating content that follows that content funnel to attract your ideal clients, and we'll even go a little later into how to use AI to help create that content. Phase two is then now that you have those people following you, how do you actually turn them into paying clients? And that's usually a lot of the backend stuff. So it's about creating like lead magnets, about using automations to get people into your email list, um, pushing them to sales assets, which are basically videos that just help sell your offer. So, and you can do this all with A- AI and automations to do this automatically, so you don't have to DM every single person and constantly have conversations. So that's just more phase two, building out the backend stuff. Then phase three is just, okay, now that you're signing clients, how do you actually scale up to potentially like 30, 50K a month without doing more work? And that's by creating like leverage in the business by not constantly creating new products. Create one product, offer different levels of access, and find ways to automate, again, content creation, find ways to automate different stuff in your business so that way you're not spending hours every single day on just tasks that can be automated. So that- that's basically the three-phase framework that I kind of walked through everyone with just to really simplify the process. And what I found is like just doing that, simplifying it, when they just go through those phases and like work on those one at a time, it leads to much faster success for most people.

   8. CJCalum Johnson19:53

      Yeah. You know, you know what, when, when, when we even had the conversation before this and you, uh, broke down the content funnel, to me that was like a light bulb moment because I think-- and, and I think this is, uh, this was my experience when I started doing content, and it's the experience I hear and see from a lot of other people and beginners when they start doing content, which is in the beginning you're kind of just firing into the dark. Like you, you're not, you don't really think about it like I'm creating different kinds of posts. And, and, and that's one of the things like in the, the content funnel, you actually break down the different kinds of posts and like the utility of each. And so before we get out of here and we actually show people like, you know, we share the screen and, and really take people behind the scenes, can you break down what is the, first of all, the inspiration of the content funnel? Like, what's the value of it?

   9. ZIZita20:51

      Yeah.

   10. CJCalum Johnson20:51

       And then what are those like different almost layers of content and the utility of them?

   11. ZIZita20:59

       Yeah. So to me, the content funnel came to me by just understanding, and if you're in marketing you'll probably know this, by understanding like the customer awareness journey or the buyer journey, which is like how does someone go from someone who doesn't even know you to then buying your product? So when I thought about that, I thought about how do I apply that to content? Well, for the first po- first part is, right, we need people just to see you. That's number one, right? Because right now they're unaware that you even exist. So the goal then is to create what I call engagement content, which is very broad level content. Like here's h- here's how I would grow my Instagram account from scratch. Here's five tools that will help you edit faster, or here's three AI tools to help automate your business. Like very broad level content that can apply to a very broad audience. That is kind of the first content you want to create just to get people in your ecosystem, just to see, um, just for you to show up on their feed and they see that and they'll be like, "Oh, that's some good information. I'll save this. I'll maybe follow this guy." That's the first thing you want to do.

5. 21:58 – 25:38

   This is why your brand makes no money

   1. ZIZita21:58

      And then after you're able to create some posts that attract those people, okay, the next step now is to make them more problem aware and solution aware. And to basically do that you want to create what I call authority content, where essentially this type of content now showcases they are just not another tip creator, which I call people that are just giving out tips all the time that are just kind of the same tips you hear from like other creators, right? You just become someone that they could probably just find that on Google. They don't even need to watch your videos. But you become a leader in the space. And a leader, what leaders typically do is they shift beliefs and they shift your perspective on how to get results, right? Because let's say you watch, um, a video of mine and I tell you about the best posting times, right? You're gonna be like, "Okay, cool information," scroll onto the next video. You might save the video. But then if I create a piece of content and I tell you about why posting times don't matter and why you should actually focus on this thing instead, if I'm able to shift your beliefs on that, you now see me as more of a leader and expert because I was able to change your thinking on how to get a result. So that's the goal of authority content. And usually for that type of content it doesn't get a huge amount of views because again, it's not really broad. It's more showcasing your knowledge. But essentially you're trying to give insights over value. That's what you're doing. You're just trying to share analogies, give insights. Like literally I, I scripted out a video the other day talking about how most people are creating what I call dollar menu content.

   2. CJCalum Johnson23:22

      Mm.

   3. ZIZita23:22

      Where essentially it's like you're creating content, um, that gets a lot of views, but like a dollar menu, like a McChicken or a Junior Chicken, it's not worth like $1,000 to $3,000 to someone.

   4. CJCalum Johnson23:32

      Yeah.

   5. ZIZita23:33

      Right? That's why you got to create more in-depth content. And that script or that post I created, the whole goal of it was just to shift someone's beliefs. That's why. I know the video's not gonna get 100,000 views because it's not optimized for that. But it's optimized to get those people who watch my engagement content to now see me as a true leader in my space. And then the last type of post is more personality posts that build more trust and connection because that's really now the last step. Once people see you as an expert and a leader, they really just need to trust that you're someone they want to work with and that they could get results, so you do want to add a sprinkle of social proof here and there. But you really want to create trust content which showcases your more what you believe in. Um, it showcases your values just in life, you know, outside of work. And if you're able to get someone to relate to you, like be like, "Oh, I'm very similar to this guy," s- first of all, it's so much easier to make the sale But I feel like that's the part that's missing for a lot of creators. Even myself, I need to do a better job at doing that [laughs] like all, even a minute. But creating that trust and connection content, again, even might not get the most amount of views, but if you're able to get someone to be like, "You know what? I've gone through what this guy has gone through. I relate to this person. I do similar things as this person." Um, again, where they are ready to buy and they already... Or they're looking at solutions online and they're trying to get help, they'll go to you versus all the other competitors they see out there.

   6. CJCalum Johnson24:54

      Yeah. You know what? The, the, the part on, like, shifting beliefs is so good because I, I think... And, and you see this all the time in the space, like the almost like that stereotype of, like, the, the talking head. Like, someone's just... And it's like this very transactional form of content. Like, "Here's five tips. Here's this." And like you're just, like, firing, to your point, your analogy of, like, the dollar menu.

   7. ZIZita25:16

      Yeah.

   8. CJCalum Johnson25:16

      It's like you're just loading people up with, like, empty calories.

   9. ZIZita25:19

      Yeah, yeah, yeah. [laughs]

   10. CJCalum Johnson25:19

       And, and that, that thing of, like, w- the connection that it builds and the trust and, like, the way that you stand out when you can actually shift someone's beliefs, that's difficult to do. But if you can do it, is like that puts you in a completely-

   11. ZIZita25:37

       Yeah

   12. CJCalum Johnson25:37

       ... different lane.

6. 25:38 – 32:13

   The 3 types of content you must post to build an audience that buys!

   1. ZIZita25:38

      You're, you're not just seen as, like, again, a resource creator, someone exact carbon copies of everyone you see out there. That's what really makes you stand out. When you have a belief and you stick by that belief and you constantly create posts talking about that belief, eventually if you're able to shift someone, you're definitely... You're now standing out versus everyone else.

   2. CJCalum Johnson25:57

      Yeah. Phase one, attract.

   3. ZIZita26:01

      Yeah.

   4. CJCalum Johnson26:01

      Build a following of people that will buy from you. And what you said is you said the main goal here is simple. Get as many views as possible and attract new followers, but not just any followers, the right ones. Not just any followers, the right ones. Can you explain that? Like, break down those components.

   5. ZIZita26:22

      Okay. So first of all, right, when you create content online, if you're creating it on a very broad topic, you're gonna attract a lot of people that will never buy from you ever. So that's why you always wanna optimize your messaging, because if you don't optimize your messaging, again, you're gonna be like me back in 2023 with a lot of views, nobody buying, and then you hit that, like, what the fuck do I do kind of moment. So that's why it's so important to create content that attracts the right audience, that makes them aware that they have this problem, makes them aware that you have a solution that could solve this problem, and positions you in a way that you're different from the rest of the market. And they see your way of getting results as the best way, and that's why they go with you over anyone else.

   6. CJCalum Johnson27:02

      Hmm. Okay. You know what? So I think, um, we've been talking about this before, like the content funnel.

   7. ZIZita27:10

      Yeah.

   8. CJCalum Johnson27:11

      When does that come into the process? Like, break that down to people, and then also even for these different types of posts, what is the intention and then what are, like, some examples of this being done well?

   9. ZIZita27:26

      Okay.

   10. CJCalum Johnson27:27

       Okay. So I'm gonna let you in on a business secret that I wish I knew earlier. All of the smart creators and entrepreneurs are actively building their email list, and the reason why is if you don't own the relationship with your audience or your customers, you don't own the business. That's why I started using Omnisend, the sponsor of today's episode. Omnisend is a marketing platform that makes it easy to collect emails and phone numbers and then send automated email and SMS campaigns so you can build trust and drive sales over time. It's trusted by over 125,000 e-commerce brands, and it's for good reason. On average, every $1 you spend with Omnisend delivers $68 back. And for me personally, I like the fact that it's powerful, but it's still very easy to use. You do not need to be a marketing expert to get started. Plus, if you do have any questions, everyone gets 24/7 human support, no matter which plan you're on. So if you wanna start building an audience you actually own, start using Omnisend today. My link is in the description below. Go check it out and thank me later. Okay. Quick break. So I've been using the new Eight Sleep Pod 5 for a few months now, and honestly, it's changed the way I sleep. For context, we're in the peak of summer in New York right now. Humid, sticky, the kind of nights that would usually leave me tossing and turning. But the Eight Sleep Pod cools my bed down automatically through the night, so I actually stay asleep. And the cool thing, it's not just a cold mattress. The Pod learns how you like to sleep, and it actively adjusts the temperature throughout the night so that when your body starts to heat up at 3:00 AM, the bed actually cools down. Another thing, it also tracks your sleep data, so your heart rate, your breathing, sleep stages, and every morning you get a report. It's convenient and it's informative. And so overall, the Pod has been clinically proven to add up to an hour of quality sleep per night, which might not seem like that much, but let me tell you. You can feel the difference between six hours and seven hours of sleep. And so if you're ready to upgrade your sleep, use the link in the description to get $350 off the Pod 5 Ultra. You'll also get 30 nights to try it out totally risk-free. Thank you to Eight Sleep. Let's get back to the episode.

   11. ZIZita29:52

       So yeah, we can go into it right now. So the first type of post that, and there's three of them, that I recommend everyone to create is what I call an engagement post, where the goal is just to attract new followers and new people to follow you. And these posts sit, again, at the very top of your content funnel, and the main goal is just to attract new followers. And the best type of content that does this is very simple how-to content that either, number one, solves a problem or gets people closer to a desired result. And you've probably seen it. It's like, here's, like- ... five of the best bicep exercises to grow bigger biceps. Here's how to, here's three AI tools to help you better with editing. It's very simple, dumbed-down content that does the best on social media. So like some of the best, again, again, types of engagement posts are like step-by-step guides, like here's the five steps to get like your first 1,000 followers online. Showcasing like a hack in your industry to get some sort of result, like here's an SEO hack to help you rank higher on Google. Uh, different tools, again, showing different tools in your niche. A listicle too. And then if you wanna see some examples of an engagement post, for example, here's one I created that got over a million views on social media. And essentially in this post, all I did was don't start posting any content until you've done this one thing. Go to ChatGPT and type in this prompt. And then basically, like we won't watch the entire thing 'cause it's kind of long, but basically in this video I just showed people a prompt to help them understand their ideal customer persona. But it was a very broad, dumb video where I literally just, I knew the video was gonna get views.

   12. CJCalum Johnson31:23

       Mm.

   13. ZIZita31:23

       Like I knew it. I just gave people prompt that maybe they haven't seen before, and I just gave it away at the end of the video. But again, this is something where it's not unique to me. Like it's doesn't have any of my unique insights. It doesn't show any of my unique thoughts on how to get results. It's literally if you wanted to get this prompt, you could literally ask ChatGPT to create this prompt for you.

   14. CJCalum Johnson31:43

       Mm-hmm.

   15. ZIZita31:44

       But because it's simple, it's broad, it's very, it gets people result very fast, that's why it went viral.

   16. CJCalum Johnson31:51

       Mm.

   17. ZIZita31:51

       But again, I knew like this, the whole reason for this post was just to get more views. It wasn't to actually turn people into clients.

   18. CJCalum Johnson31:57

       Yeah.

   19. ZIZita31:58

       And then here's like another one too. Like in this one I showed people, this one got like 1.4 million views. I just showed people like if you stack these three AI tools together, you'll get more views, and that was like the hook here. If you stack these three websites together, your views will explode. Start with lazylions.com.

7. 32:13 – 37:45

   Why AUTHORITY posts shift beliefs and build trust

   1. ZIZita32:13

      And then I just went into each AI tool. It was a very short video, like 30 seconds. Said like a sentence for each AI tool. But again, very simple, very digestible. You would probably save this video and then go check out these tools. But again, it doesn't show how I get people results. It doesn't show really how I solve people problems. I'm just sharing some AI tools that literally any other creator in my space can also create.

   2. CJCalum Johnson32:36

      Yeah. You know, look, let me come in because, and I even said this, uh, in the initial. I said, "The goal here is simple. Get as many views as possible and attract new followers, but not just any followers, the right ones." So there's kind of like two steps to it, right?

   3. ZIZita32:49

      Yeah.

   4. CJCalum Johnson32:49

      There's like actually just getting the views and like the attention on your content, and then the step two is like making sure it's the right people. When you said, because you said it with the first reel that you showed, you knew that that was gonna get views.

   5. ZIZita33:05

      Yeah.

   6. CJCalum Johnson33:05

      Like you knew that that was gonna go viral. What are ... 'Cause I, I think there's a lot of people sitting at home right now, they're struggling to make content that even gets views, let alone getting to the piece like it's getting the right people.

   7. ZIZita33:16

      Yeah.

   8. CJCalum Johnson33:17

      So what to you is the signal? Like when you have that level of confidence that it's gonna get views, what is doing that?

   9. ZIZita33:24

      So I would say number one is actually research, because this video right here, the thr- the stacking the three AI tool, I took this idea from another creator in my niche. He was like, "If you stack these..." I think it was, I think it was, "If you stack these three AI tools, uh, you'll edit your videos faster."

   10. CJCalum Johnson33:38

       Mm.

   11. ZIZita33:38

       And that video blew up for him, and I like that format. So I took the same format of stacking these three tools, and then I just showed tools that I know people haven't heard of before that's different out there. So whenever you're new and you're trying to create content, you do need to take a look at what's working in your niche right now, what formats are working in your niche right now, 'cause different formats work for different niches. And you just have to adapt and figure out how can you make the video better. Like what's missing in the video that you wish was in the video?

   12. CJCalum Johnson34:05

       Mm.

   13. ZIZita34:05

       And then add that in. And that's like the simplest way for you to get views, is by copying what works. But the problem with what a lot of people are doing is that that's all they're doing. And so people are only creating those engagement type of posts, which is why some people have like hundred thousands of followers but aren't making like any money at all.

   14. CJCalum Johnson34:21

       Mm. Okay. So w- 'cause we're gonna, we're gonna show people how you actually go about even just finding the viral ideas-

   15. ZIZita34:30

       Yeah

   16. CJCalum Johnson34:30

       ... and like even doing that research. But you know what? Just before we do that, let's go, let's go down the content funnel then. Let's go to the authority-

   17. ZIZita34:38

       Yeah

   18. CJCalum Johnson34:38

       ... post. What is the intention of this? Like how does it build on what you did with the engagement post? And yeah, like what are some examples of great authority posts?

   19. ZIZita34:49

       Okay. So let's say, right, the engagement post, let's say you had a video go viral. You have all these new followers that are gonna come in, right? Right now they've watched maybe one to two pieces of your content. They're like, "This guy gives pretty good advice. Let me hit him with a follow." They're not ready to buy from you yet, right? They still just see you as like this resource creator that's just giving out pretty good tips here and there. To get them to really see you as like a leader in this space, because leaders are the ones that will get paid, that's when you have to create more authority posts to, again, really establish your expertise and shift beliefs. Because typically for authority post, the whole goal of it is to shift their beliefs and make them rethink on how to get a certain result. Because when you, I put it right here, when you help someone rethink their approach, you become seen as more of a true expert, because now you've changed their behavior. Any time you change someone's behavior or someone's thoughts, immediately they see you as an authority. Immediately. And when you do that, you just don't become, again, another creator just throwing out tips that you can literally find on Google.

   20. CJCalum Johnson35:45

       Mm.

   21. ZIZita35:45

       Like those stacking the three AI tools you can find on Google, you can find from another creator. The goal of authority posts is really show your knowledge in the space and create content that other people can't create.

   22. CJCalum Johnson35:55

       Mm.

   23. ZIZita35:55

       And that's the goal with it. And then some of the best types of authority posts in my opinion are ones that share like a big idea. 'Cause typically no matter whatever niche you're in, you have an idea about the niche that's maybe different from common beliefs. So like in mine, right, a lot of people maybe say, "Hey, here's how to get views. Here's how to get views. Here's how to get views in my niche." Well, my big idea is why focusing on views is keeping you broke.

   24. CJCalum Johnson36:19

       Mm.

   25. ZIZita36:19

       Right? So if I can shift your belief, then shift your thought on maybe, hey, I shouldn't go after just views. I should focus on attracting the right people. I'm immediately elevating your mind and I'm seen as more of an expert and a leader.

   26. CJCalum Johnson36:28

       Mm.

   27. ZIZita36:29

       And then some other types is, again, just giving out hot takes. Like controversial takes always work to help you stand out. Talk about the old way of getting results versus the new way, so you kind of shit on the old way that people are doing things, and then you show kind of your new way and why it's better. That helps position you as, um, just different from a lot of the other people out there. And then even going really deep into like struggles people have and like really giving them the sauce to get out of their struggles.

   28. CJCalum Johnson36:52

       Mm. That's interesting. So you sent, you kind of, you start with like, um- This is the belief that most people in the industry have, 'cause I guess there's different ways from, like, a psychological perspective of going about it.

   29. ZIZita37:04

       Yeah.

   30. CJCalum Johnson37:04

       So one is like, "Here's what everyone believes. Here's what I believe, and it c- directly contradicts what everyone believes."
8. 37:45 – 42:59

   Personality posts — the hardest but most profitable

   1. ZIZita37:45

      it's immediately people think, like, that doesn't make sense.

   2. CJCalum Johnson37:47

      Mm.

   3. ZIZita37:47

      Right? You're always told if you post more you'll make more, so how is that possible? So it intrigues them, and they wanna hear more about how you're able to do it.

   4. CJCalum Johnson37:54

      Yeah. And then I, I love that final one, the deep struggles, which is basically ... I'm assuming this is you just understand so deeply the pain point of, uh, your viewer.

   5. ZIZita38:06

      Yeah

   6. CJCalum Johnson38:06

      Of, like, the ideal person that's gonna watch. And you can articulate it in such a level of specificity that it's like, okay, he's just described to me where I am, and then he's described the journey of how do I get to where I wanna be.

   7. ZIZita38:19

      Yeah. Yeah. No, exactly. Like, literally if you can really go into someone's pain points and you can mention everything they're thinking, and you're able to then get ... Solve that struggle, again, see you as so much more of an expert. And that's just the goal with authority. It's like show you as an expert. Show that you're unique in a way, and that you understand people's problems, and you can actually solve them as well.

   8. CJCalum Johnson38:41

      Mm. You know what? Before we, before we actually show the examples, 'cause I know one of the things that, um, you talk about is, like, the ICP. Can you ... You use AI in that process, right? Of, like, figuring out the ICP.

   9. ZIZita38:55

      Yeah.

   10. CJCalum Johnson38:55

       'Cause I can even just ... For the person watching at home, getting that level of clarity on the person that they're trying to reach and then what their pain points are I think is gonna be of such, like, high value to them.

   11. ZIZita39:09

       Yeah.

   12. CJCalum Johnson39:09

       Uh, can we quickly show that? Like, how you actually-

   13. ZIZita39:12

       So, yeah. So basically, yeah, whenever you're trying to figure out your ICP, which is ideal customer, um, persona, essentially it's just, like, what do they do every single day? Like, how do you get in their head? What do they think about? What are their deepest struggles, desires? And it's hard to do, especially if you're new, uh, and you're selling anything online. It's really hard to hone that in. So what I've found works really well is actually using, like, ChatGPT's deep research model. So basically if you scroll down here, I have a prompt that basically helps with this, where all I do is I use this prompt here, and then I upload this prompt into ChatGPT. And we actually tried this out before. I just upload into ChatGPT here, upload this entire prompt, and then I just give it a document of info about me. Just basically my story, who I'm targeting, who is, like, my perfect customer.

   14. CJCalum Johnson40:02

       Mm.

   15. ZIZita40:02

       I just give it all this information. And then using their deep research mode, it gives me such a detailed, uh ... It gives me such a detailed description of who my ICP is. Like, it literally gives me a deep dive here. Like, if we read it out, you'll see here. Like, my, uh, day in the life of my, like, ideal avatar is, like, meet Alex, a 34-year-old online coach who wakes up already anxious about what to post today. Over coffee, Alex scrolls yesterday Instagram stats. Couple hundred views. Zero inquiries again. They spend an hour filming a tip video and get a few likes, but no new clients. It's frustrating. Alex has been following, like, all the post every day a- advice regularly. Like, this almost perfectly matches-

   16. CJCalum Johnson40:39

       Yeah

   17. ZIZita40:39

       ... exactly who I'm going for. And that way when I think about Alex, 'cause this is what I do for every script or video I create, I think about my ICP. I think about this guy named Alex, and that really helps fine-tune the messaging.

   18. CJCalum Johnson40:51

       Mm.

   19. ZIZita40:51

       So it really resonates with them.

   20. CJCalum Johnson40:53

       Yeah. And y- you know what? One thing, because we do the same thing with the show, that line of, like, "It's frustrating," that's immediately where my mind keys in.

   21. ZIZita41:03

       Yeah.

   22. CJCalum Johnson41:03

       Because that's, like, the emotion. Like, that's the feeling. As soon as you can kind of get the feeling of the ICP or the viewer or whoever, like, it is that you're targeting, that's when it, like ... You really lock it in. And if you can speak to that emotion, that's really when you start to capture people. And also, just context for people, we are gonna put the document that you're showing-

   23. ZIZita41:27

       Yeah

   24. CJCalum Johnson41:27

       ... in the description. So if you wanna use the prompt, like, literally as we're doing this you wanna use the prompt, you can do that. Okay. Cool. I wanna see an example of, like, an authority post.

   25. ZIZita41:39

       Yeah.

   26. CJCalum Johnson41:39

       Like, what's something that just stands out to you?

   27. ZIZita41:42

       Perfect. So here, here's two examples, again, by me that I posted, so I can speak on them a little bit more. But this is a authority post I created where I basically explain ... Like, I didn't really give any tips out in this video, any tools or anything. I literally just explained how you need to stop posting educational content and what to do instead. So ... You need to stop posting-

   28. CJCalum Johnson42:01

       Watch

   29. ZIZita42:01

       ... educational content if you actually wanna grow and make money. Here's what to do instead. For a long time I only posted educational content, how-to step-by-step guides, quick tips. And while my following did go up significantly, my business wasn't seeing the same results, so I made a change. I shifted from just teaching how to do the things to explaining why they matter, and that's when everything changed. The truth is, if you're posting educational content, your audience sees you as a resource, not the go-to expert. You become one option amongst many online. The secret is to post content that shifts mindsets. Instead of just teaching how to do something, explain why it matters. This type of insight-driven content positions you as an authority and attracts higher quality leads who aren't just browsing for quick tips online. They're invested in getting real results and see you as the one to guide them. Make this shift in your content, and I guarantee you you'll see a difference in the quality of your leads.

   30. CJCalum Johnson42:52

       Yeah. You know what? Ju- just quickly before you go in, 'cause I think this will be beneficial for people. The, it feels

9. 42:59 – 47:42

   The ChatGPT prompt you NEED (we test it live)

   1. CJCalum Johnson42:59

      like the lens of, like, how you judge a good engagement post is, like, the virality. Like, how many people did I attract?

   2. ZIZita43:07

      Yeah.

   3. CJCalum Johnson43:08

      What, for you, like, when you watch this back, what is, like, the metric or even just watching it qualitatively where you're like, "Okay, this did a good job as an authority post"? Like, what are you looking at?

   4. ZIZita43:21

      I'm typically looking at watch time I think is the biggest one. Because if you're gonna say something that's opposite what most people believe in, those pretty much stick on for longer ter- for a longer time in the video. So I'm trying to look, like, for the first couple sentences that I said, was I able to attract them enough? Did I say something that changed the way they're thinking and got them to stay throughout the entire video?

   5. CJCalum Johnson43:42

      Mm-hmm.

   6. ZIZita43:42

      Because let's say, like, if I'm ... Again, because the whole thing is, like, if you watch this video, this is not optimized for virality at all. It's really not, 'cause you're, it's not super broad. I'm not giving any tips or value. There really is, unless you really resonate with the message, there's no reason to really save the video.

   7. CJCalum Johnson43:58

      Mm.

   8. ZIZita43:58

      But my whole goal with it is, again, shift the belief of the viewer. Make the belu- make the viewer believe that the way to actually grow a profitable personal brand isn't about chasing views and posting educational content, it's about creating content that shifts mindsets. And again, if for someone watching that video, if they now think, "Okay, you know what? I've been posting educational content. I'm not seeing results. Let me do what this guy says," and they're able to see, let's say, better results from that, immediately I'm seen as an expert in their eyes.

   9. CJCalum Johnson44:26

      Mm.

   10. ZIZita44:26

       And then whatever I buy or whatever I'm selling, they're more likely to now go and check out and potentially buy.

   11. CJCalum Johnson44:31

       Yeah. And you know e- where my mind went just listening to you is, uh, the ChatGPT prompt that you show is so good because if you wanna shift someone's mindset, it's important that you know where they are.

   12. ZIZita44:45

       Yeah.

   13. CJCalum Johnson44:45

       Like, it's important that you know their current pain points, uh, their current desires. And a lot of the times it's like I think if you just go through the ChatGPT exercise, you'll start to have content ideas purely off just doing that.

   14. ZIZita45:00

       Oh, yeah. Definitely.

   15. CJCalum Johnson45:01

       Yeah. Let's move on, 'cause I wanna go to the, I wanna go to the personality posts.

   16. ZIZita45:05

       Yeah.

   17. CJCalum Johnson45:06

       And that's to build trust and connection. T- talk to me about that.

   18. ZIZita45:10

       So essentially we're now in, we're really in a day and age where, again, I call it, like, a trust recession where it's really hard to build the kind of trust with someone now for them to spend thousands of dollars on you, right? They typically need to see you across multiple platforms, they need to really resonate with you, and they really need to build a connection with you. So if you're only posting authority and education, what I've found is, like, those are really good for showcasing your knowledge, but they're not so great for building trust. Because at the end of the day, like, people don't buy from experts, they buy from people they like. If people only bought from experts, they would only buy from, like, the top dogs, like Iman Gadzhi, Alex Hormozi, Russell Brunson, whatever.

   19. CJCalum Johnson45:49

       Yeah.

   20. ZIZita45:50

       But they buy from people that they resonate and feel like they almost live, like, a similar life, or they have a similar level of thinking. So that's why it's so important now to create personality posts to build that trust because if you're able to get someone coming back for you, not even what you're saying, just because they like you so much they'll watch any piece of your content, that is the best thing, and that's what's gonna sell people more than anything.

   21. CJCalum Johnson46:13

       Mm.

   22. ZIZita46:13

       And then to create personality posts, these are typically the hardest posts to create in my opinion just because you really have to, like, dig deep into, like, your own personal story. You have to be vulnerable typically. So the best types of stories is, like, personal stories, like how I almost quit content creation to, like, this one thing change. Sharing behind-the-scenes content of, like, maybe sharing, like, what you do as a CEO or just, you know, even if you're a baker or something, showing behind the scenes of how to get ready for the shop. Sharing any big wins that you accomplished that maybe is even outside of your business. Just sharing big wins that you're proud of. And definitely, like, vulnerable moments is probably, like, the biggest thing, 'cause if you're able to showcase your vulnerability online, people just really resonate with that, and they really love it, 'cause a lot of people are even too afraid to even show themselves on camera.

   23. CJCalum Johnson46:55

       Mm.

   24. ZIZita46:56

       So when you're able to be vulnerable, again, builds massive trust with people to showcase just they're not all about wins, but you also show your losses too almost.

   25. CJCalum Johnson47:04

       Yeah. You know, it's, it is interesting 'cause when we, uh, when we were recording earlier you said, uh, this is probably the one type of post that you could do better.

   26. ZIZita47:13

       Oh, absolutely. Yeah. [laughs]

   27. CJCalum Johnson47:14

       What, what, what made you say that?

   28. ZIZita47:16

       I think it's because, again, for me too, I can definitely open up more about my personal life, about big wins and struggles. Like, even for me, like, it's still hard to do because I'm so much in, like, I love giving out value.

   29. CJCalum Johnson47:28

       Mm.

   30. ZIZita47:28

       I love it. I, like, I love giving out raw, real, no BS value. Like, that's the content I like to create. Personality stuff, don't really like to create too much, but I know it's important.
10. 47:42 – 55:11

    Breaking down Zita’s most viral posts (with scripts)

    1. ZIZita47:42

       to post, like, a personality post. I need to show people my life a little bit more and showcase the wins and losses," 'cause that is what's gonna build a lot of trust and connection.

    2. CJCalum Johnson47:50

       Mm.

    3. ZIZita47:50

       And that's probably the biggest thing I could do right now to even scale my business faster.

    4. CJCalum Johnson47:54

       Mm.

    5. ZIZita47:55

       'Cause right now I think I've shown I'm pretty technical, but yeah, showcasing the behind-the-scenes stuff.

    6. CJCalum Johnson47:58

       Yeah.

    7. ZIZita47:59

       Definitely something I can do.

    8. CJCalum Johnson47:59

       I, I, I'm curious for you, and, and this is, this is so good. Was there a moment of clarity with that where, like, you ... It actually, it was almost like a light bulb moment where you realized this is actually the one type of content that I could be doing more, number one, but even more importantly, a moment where you just saw the impact of, like, doing personality posts-

    9. ZIZita48:25

       Yeah

    10. CJCalum Johnson48:25

        ... well.

    11. ZIZita48:26

        So I'll show you this. There's one video I created that I always like to reference to. So basically I created this YouTube video where essentially this YouTube video two years ago. Yeah, we'll let it play right in the background while we're just doing this. Basically this YouTube video, for context, I got flown out by Adobe for their AI Leadership Summit, which is, again, such a cool opportunity I couldn't believe I was a part of. And then after filming, or, oh, after doing the event, I literally just went back to my hotel room and just talked about that experience. I talked about how when I first started creating content, never did it for any of the opportunities like this to get flown out or brand deals, everything. But now I'm just, like, s- so happy I took that leap, created content, 'cause all these things came my way. And I was just preaching to, like, business owners, "Hey, you need to start creating content 'cause you can have this, this, and this happen, things you never even thought of. And It's just a leap that you need to take. And then basically from this video, I had a ton of people reach out to me. And this video is not even a crazy video. It only got like 900 views, but I was able to sign like two to three clients from this one YouTube video. Doesn't really give any value. I just talk about like my own personal things that have happened to me and just talk to the camera. Like this is like super raw. It's unscripted. I'm literally just kind of yapping away. [laughs]

    12. CJCalum Johnson49:42

        Mm-hmm. I'm not ... That- that's kind of like a ... Because I think you're right, and you said it earlier. So often we equate the number of views is must be directly proportional to how much, like how successful or how much money the video makes.

    13. ZIZita49:55

        Yeah.

    14. CJCalum Johnson49:56

        And so like even that thought that like you could put out a video that gets 900 views and that could lead to more customers than a video that got 50,000-

    15. ZIZita50:06

        Oh

    16. CJCalum Johnson50:07

        ... 100,000 views.

    17. ZIZita50:08

        Yeah.

    18. CJCalum Johnson50:08

        Is like even that is like a, that's a light bulb moment.

    19. ZIZita50:12

        Yeah. It's hard for a lot of people, 'cause they see that number. A lot of people don't get to 50,000 views in the first place, so like that's their goal first. But then you do ... It's a hard realization to come to. It's really hard if you're just starting to not focus on views, 'cause that's what everyone focuses on, just views, views, views, views, views. Like, but what I found is like for most people, they'll focus on the views as first, but then after that it's like, okay, the views is never gonna translate to money if you only focus on views, unless you're just going after like brand deals or something.

    20. CJCalum Johnson50:41

        Mm-hmm.

    21. ZIZita50:41

        But if you actually wanna sign clients, you need to create content that actually attracts the right people. The problem with that is that that content that dives super specific into their pain points and the messaging doesn't do the best on social media, 'cause it is very broad.

    22. CJCalum Johnson50:55

        Mm. You know what? I'm, uh, I'm curious for you, like how does someone know when they're getting this right? Like, what is ... Because I'm even just thinking about the mix. 'Cause you have the, you have the authority post.

    23. ZIZita51:08

        Yeah.

    24. CJCalum Johnson51:08

        You have engagement post. You have personality posts. What like ... Let's take us behind the scenes. Like what are people gonna feel if it's actually working, if they're getting that mix right?

    25. ZIZita51:19

        Yeah. I think number one, what they're gonna see is that they're gonna attract more of their actual ideal clients, they're gonna comment more on their videos, and then whenever you do wanna like do a promo or sell anything, you're gonna notice a lot more sales for your product or service. Like that typically is what you're gonna see. And you're just gonna see a lot more people like messaging you in the DMs. You're gonna build more relationships with people, 'cause more people are gonna wanna conversate with you and just ask for your advice. 'Cause I've got a ton of people who always just ask my advice in the DMs. They be like, "Yo, bro, I love your messaging," or, "I love what you said in this video. Um, can I get your advice on this and this and this?" And typically that's when I know that you've done something right with your content, when you actually are now starting to build a community of people and they're really resonating and literally watching almost every video you post.

    26. CJCalum Johnson52:06

        Mm-hmm. And I, and I think it goes, it goes back to that thing we said right in the beginning about the difference between having followers versus the thousand true fans.

    27. ZIZita52:15

        Yeah.

    28. CJCalum Johnson52:16

        And it's like I ... The thing I like, even what you were saying with the personality posts, and this is what I know from my own story. A lot of the times, and it kind of goes back to the imposter syndrome, we don't think our stories are like that interesting, so we don't wanna share like vulnerable moments-

    29. ZIZita52:32

        Yeah

    30. CJCalum Johnson52:33

        ... or like behind-the-scenes story moments, 'cause we're like, "Who cares about that?" Like, people click 'cause they wanna make more money or whatever, like the desire that they want. And kind of the secret is, is what you were saying. People buy from who they like.
11. 55:11 – 1:03:24

    How to research viral hooks and formats (Meedro AI step by step)

    1. CJCalum Johnson55:11

       Uh, and you, and you open up the insights. So let's say, let's say that you're doing ... Like, let's g- say that we're behind the scenes with you now.

    2. ZIZita55:18

       Yeah.

    3. CJCalum Johnson55:18

       And you're like planning out your next video. And y- you want it to be, I don't know, like a viral video similar to this, like your engagement post. You click on this Insights, what's the first thing you're paying attention to? Like, what is the, what is the first step in this?

    4. ZIZita55:33

       Okay. So it really depends on what is, what do I want people to take away from the video? If I want it to be an educational video, the primary metric I'm focused on is saves. Because typically what I've seen from a lot of people is, like, the more saves you get on the video, the better, especially if you have more saves than even likes. So what I'm looking is, I'm not ev- even so much looking at the script, I'm even looking at the video itself, and I'm looking at what can I add to potentially get more people to save the video? Because this video is about, I'm pretty sure it's, like, never post on Instagram without turning on these three settings. So I'm even thinking in my head, I'm like, "Okay. Are these three settings, are they common? Have ... Do people already know about this?" And let's say people already know about, you know, number two that the guy says in the video. Can I replace that with something else that people haven't heard about before? So that way the video then gets more saves.

    5. CJCalum Johnson56:23

       Mm.

    6. ZIZita56:24

       So I'm thinking about that. I'm thinking about what I can interchange inside and out. 'Cause again, whenever you're gonna take someone's video, don't take it one for one. That's just stealing.

    7. CJCalum Johnson56:31

       Mm.

    8. ZIZita56:31

       Just take the core idea of the video. The core idea of the video is, don't post on Instagram until you turn on these three settings, right? So I'd want a same core idea and just give, like, different value.

    9. CJCalum Johnson56:41

       Mm.

    10. ZIZita56:41

        Different value that I think will get more people to save the video, and just whatever I think can actually be improved. Maybe the buildup to actually delivering the value can do better.

    11. CJCalum Johnson56:50

        Mm.

    12. ZIZita56:51

        'Cause typically when I think about videos, it's in a very simple framework. It's hook, buildup, value, and then basically, like, the CTA.

    13. CJCalum Johnson56:57

        Yeah. That's interesting. Okay. So th- because this is what I'm hearing is first of all you have, and I guess this is just from doing a bunch of videos as well-

    14. ZIZita57:05

        Yeah

    15. CJCalum Johnson57:06

        ... you have an idea from watching his video why it worked. So, like, you kind of know the core of why it worked and what made it successful. You kind of take that core, but then the actual components of it, you're kind of, you're finding your own twist.

    16. ZIZita57:21

        Yeah.

    17. CJCalum Johnson57:21

        And the way that you think about the twist is, like, you want your video to be memorable because you want saves.

    18. ZIZita57:29

        Yeah.

    19. CJCalum Johnson57:29

        Which makes sense. So like, if you can give a unique piece of value, it increases the chances that someone's gonna save it. And if they save it, it disproportionately pushes the video in the algorithm.

    20. ZIZita57:41

        Exactly. Yeah.

    21. CJCalum Johnson57:42

        Okay. That's good stuff.

    22. ZIZita57:44

        [laughs] Yeah. So this is just one of the main features that I really love here. The other one's called Viral Finder, where essentially you can put in anyone's, uh, you can put in anyone's profile link and it will give you, like, their most views from, like, the last ... Like, you can pick here. Their most views from the last 25, 50, 75, or 100 reels.

    23. CJCalum Johnson58:03

        Mm.

    24. ZIZita58:03

        So, like, if we wanna show this, like for example, we can even, like, use my profile here. Literally just copy my link here. Go to Viral Finder. Whoops. Go Viral Finder. Paste in here. Now let's say I wanna get my last, let's just say 50 reels. We'll analyze it. All right? This might take a couple seconds, so. [laughs]

    25. CJCalum Johnson58:23

        And it, and is it because you're, you're kind of looking for the, you're looking for the spike, right? Like, I'm assuming that's the reason why you would do this. You're looking for the thing that, like, it was, it was an anomaly.

    26. ZIZita58:34

        Yeah.

    27. CJCalum Johnson58:34

        It did way better than the average.

    28. ZIZita58:36

        Yeah. I'm not e- not even for myself. Usually I would use this for a competitor.

    29. CJCalum Johnson58:39

        Mm-hmm.

    30. ZIZita58:39

        So let's say I would find someone in my niche who I think is killing, right? What I wanna do is I wanna take a look at their most viral videos. So I would use this, put their name in this tool, get their most viral videos, and then again, with this, with Meedro here, I can actually get the scripts as well. So I can put it all into a doc and then I can analyze, okay, what are the common hooks that they're using? Is it, like, an emotional hook, a negative hook, a bold hook? How are they building up to the main value? How do they present the main value? What's their tonality even in the videos too? Literally just looking at everything, because when I'm able to get like 5 to 10 scripts from one creator, you're gonna start to see repeatable patterns and you're gonna start to see what are the little tiny things they're doing that's maybe boosting that video out a lot or gets a lot of people to really love that video, so it gets a lot of views.
12. 1:03:24 – 1:12:46

    Using Claude + AI tools to rewrite proven scripts FAST

    1. CJCalum Johnson1:03:24

       this video that I've used using Meedro, uh, or any of these tools. Like, I found the exact thing." How does someone go from the inspiration of the video to like the step one of a completed video on their side? Like, how, how are you doing it?

    2. ZIZita1:03:45

       Yeah. Okay. So what we got... Okay, so basically, yeah, finding out the content idea first. What is the whole video gonna be about? And then actually I have this here. I'll show you right here. So the first step here, find a proven idea. Second step is now scripting that content idea, even with the help of AI. So again, the f- this is exactly how I write my scripts here. Step one, find a proven script idea. Step two, figure out these three things. What type of video do I wanna create? Do I want it to be an engagement, authority, or personality video? Because any content idea you think of can be one of those three. Like for example, give me any content idea.

    3. CJCalum Johnson1:04:20

       I don't even know.

    4. ZIZita1:04:21

       [laughs]

    5. CJCalum Johnson1:04:22

       I'm thinking sales, busin- I don't even know. Content idea? Uh, how to go viral on TikTok.

    6. ZIZita1:04:29

       Okay, perfect. How a engagement piece of content would be like this. Engagement piece of content would be like, "Here's how to go, here's how to get more views on TikTok or go viral on TikTok in five simple steps." That's engagement, very broad appeal to a large amount of people. Now, an authority piece of content, let's say we want to convince people why TikTok is actually better than Instagram. So an authority might be like, "Here's why going viral on TikTok is actually much better than YouTube, Instagram or whatever", right? Shift their beliefs because if I'm teaching people how to go viral on TikTok, if that's my target audience, I want people to think that TikTok is the place to be. So I gotta shift their beliefs a little bit, so to go more on TikTok. Then a personality post could be like, "Here's how I went viral on TikTok, um, after I start, after I posted 30 days in a row", or something like that. Just talk about personal experience.

    7. CJCalum Johnson1:05:16

       Mm-hmm.

    8. ZIZita1:05:17

       So like any content idea you can fit into like those three buckets here. So my first, what I first think about is like, okay, what, um, what piece in the content funnel do I want this piece of content to fall into? After I figure out that, then next it's like, how can I make this video better or different? So how can I make the hook better? How can I make the value better? How can it pre- be presented in a more clear and better way? If I think I could do a much better take on the video, I will then, then do that video. And then just the last thing here is like, will my exact ideal clients find this video useful?

    9. CJCalum Johnson1:05:50

       Mm-hmm.

    10. ZIZita1:05:50

        Right? Because if they don't, there's no reason to create it. So if it follows those three things, typically I'll be like, "Okay, this is a good video. Let me go and create it." And then step three is typically what I'll do is I'll typically rewrite the video myself. Like, I'm very manual in scripting just because I'm very specific on things. But let's say I have no idea, right? Let's say I'm doing this for a client, I have no idea about their niche. I just wanna rewrite like a proven video script. Then I'll show you kind of a prompt that I use that will help with this. And the main prompt that I, or sorry, the main, uh, AI tool I use for writing is Claude, just because in my opinion, it's the best for creative writing. So what I'll do is I'll go here. I'll just copy the entire prompt that I have. Copy this. We'll go to Claude.

    11. CJCalum Johnson1:06:39

        And again, we'll share this in the description if people wanna try it.

    12. ZIZita1:06:42

        Yeah. And then what are you gonna see here? It's gonna ask me a couple questions. First, it's gonna ask me for an onboarding doc of a client or whatever. It's just so information it has about me too. So we'll just do that real quick here. All right, perfect. Okay. Then after we upload that, the next step, it's gonna ask me what is the topic of the video I want created. So let's just use, you know what? Let's actually do a random one. I think it'll be more fun if we just do a random video.

    13. CJCalum Johnson1:07:09

        Yeah, let's do it with people.

    14. ZIZita1:07:10

        Yeah. So let's do viral library again. We'll go to my niche, which is content marketing. Actually, we'll even maybe take that same exact video we saw before. So let's go to content marketing. Let's actually take this guy here, Ethan.

    15. CJCalum Johnson1:07:24

        Okay.

    16. ZIZita1:07:24

        He's a Toronto creator. I know him, so.

    17. CJCalum Johnson1:07:25

        Okay, nice.

    18. ZIZita1:07:26

        Shout out to him. So this video is like how to, I believe it's on how to script your videos, right? This is the best, best way- Actually, here, we can even see the insights here. Topic Oh, the and but therefore method for scripting videos. Perfect. So we'll take that. Let me copy this. We'll put it into Claude here. Paste that in.

    19. CJCalum Johnson1:07:45

        This is really like the secrets that we're giving people right now.

    20. ZIZita1:07:48

        [laughs] It's fire, right?

    21. CJCalum Johnson1:07:49

        Yeah.

    22. ZIZita1:07:49

        And then it's just gonna ask me to paste the proven script in. So then we just go back here, copy this script, go back, paste it in. And then it's gonna ask me if, do I want a growth or conversion script? So again, a growth c- a growth script is more like an engagement video, very broad, beginner-friendly. Conversion script, again, aimed at shifting the viewer's belief. So it's more of authority-based video. So let's say I want this to just be a growth video, right? We just want to go viral, we wanna get more views. And then after this, it's now gonna give me six hook options that, that I can use for, uh, hooks, just 'cause I like picking my own hook. I don't like using Claude or ChatGPT to really just give me, like, one hook. So let's see. So we have hooks here. So why do your videos feel boring even when you have great content? This one scripting method will make your videos 10 times more engaging. Not bad. Every viral video uses the, this exact same script structure, and you don't even realize it. That's probably really good.

    23. CJCalum Johnson1:08:46

        Mm-hmm.

    24. ZIZita1:08:46

        We'll probably use that one. So yeah, even here it gives a recommendation here. So I'll use number four for the hook. And then lastly, it's just gonna ask me what do I want the ending of the video to be.

    25. CJCalum Johnson1:08:57

        Mm.

    26. ZIZita1:08:57

        Do I want it to be a call to action? Do I want it to promote anything? We're just gonna end it with a takeaway here. And then essentially the script will then be created. So it's gonna take the information in the proven script, it's gonna rewrite it, and basically create now this unique, uh, script that still has that core idea, but it's not the same as, like, the video.

    27. CJCalum Johnson1:09:18

        Mm.

    28. ZIZita1:09:19

        And then basically, like, this won't be the full complete script. I'll go in, I'll change a bunch of things. Um, but if we wanna read, like, the top half here-

    29. CJCalum Johnson1:09:26

        Yeah

    30. ZIZita1:09:26

        ... like, we'll see this. So here we go. So every viral video uses this exact script structure, and you don't even realize it. It's called the and but therefore method, and it's the secret to keeping viewers glued to your content instead of scrolling away after three seconds. Here's how it works. And connects ideas and builds momentum. But creates tension, keeps people watching. Therefore, delivers the payoff and resolution. Let me show you exactly how to use this. And then it'll go into, like, in-depth and all that.
13. 1:12:46 – 1:19:55

    The automated sales ecosystem (turning followers into clients)

    1. ZIZita1:12:46

       Yeah. [laughs]

    2. CJCalum Johnson1:12:47

       What, what is the automated sales ecosystem?

    3. ZIZita1:12:49

       A- Okay, so it's my name on a very simple system to convert followers and viewers into actual customers. So to give you a sense of it, right, Instagram alone, it's very hard to convert people. Just because they see you for, like, 30 seconds a day, you typically need to then follow, like, a sales funnel to really nurture them to get them to buy quickly and not within, like, three months or six months. So essentially what the automated sales ecosystem is, it's a combination of different platforms that you move people through where it really gets them nurtured and gets them, again, takes them through that buyer journey of making them go from unaware to problem aware to solution aware to going to a consideration phase, where they're now, like, they want this solution. They're considering their different options on what to buy. And then they go into the decision made mode, which is like, okay I have all these things. Okay, I'm gonna buy this thing. And how do we make that thing the thing that you're selling? So how it works is it's basically broken down into three steps, I would say. So the first step is just to give out a lead magnet in exchange for someone's email. So if you don't know what a lead magnet is, it's just a free resource you give to someone, uh, where in exchange you get their contact info for them getting it. And typically, the best lead magnets are, like, micro lead magnets, where basically you're helping someone get a result within, like, one to two minutes, or one to five minutes. So some of the gr- best lead magnets right now are people creating, like, specific GP- GPTs to solve one specific problem.

    4. CJCalum Johnson1:14:20

       Mm.

    5. ZIZita1:14:20

       And then people will give their email to use that GPT. So that's the first step, because you really want to kind of take these people off Instagram and put them into your own direct communication channel. Because the problem with Instagram is, like, if you have 10,000 followers, maybe 20% of them will see your posts.

    6. CJCalum Johnson1:14:39

       Mm.

    7. ZIZita1:14:39

       Like, Instagram really chooses who needs to see your thing. So-

    8. CJCalum Johnson1:14:42

       You can, you can see it in the analytics.

    9. ZIZita1:14:44

       Yeah.

    10. CJCalum Johnson1:14:44

        Like, it shows you in the analytics how much of your followers, the percentage of your followers that are actually seeing the post.

    11. ZIZita1:14:50

        Yeah.

    12. CJCalum Johnson1:14:50

        And usually it's, like, a small minority.

    13. ZIZita1:14:52

        It's so tiny. Like, it's ridiculous. But that's why you want to get them into a direct communication channel where you have control. So, so email's, like, the best one, 'cause if you have 10,000 people on your email list, 10,000 people will get your emails. It's just up to them if they want to open it or not.

    14. CJCalum Johnson1:15:07

        Mm.

    15. ZIZita1:15:08

        So that's kind of the first step there. So basically what you want to do for the funnel is you want to create a piece of content that gives out this lead magnet, right? So let's say I'm creating a lead magnet on, um, let's just say I give, like, a database of, like, background music, right? Because background music is a problem a lot of people have nowadays, is, like, finding good background music. I would create a piece of content talking about that problem, and then at the end of the content, or in the middle somewhere, I would talk about how I have this free resource, and if you want it, hey, comment this keyword to get it.

    16. CJCalum Johnson1:15:38

        Mm.

    17. ZIZita1:15:38

        And then you can use a simple automation like ManyChat, even this one right here that I created that you guys can clone it when you get the stock, where essentially after someone comments on their video, it's basically gonna ask them, "Hey, thanks for commenting. You're looking for this resource, right?" Right? Basically what happened is they'll see a button, they'll press this button, and then I just say, "Awesome. Just making sure. Now to get the resource for free, just please leave me your email below." Then when someone leaves their email, I automatically ... This is a little bit more intermediate, but I have an action here, um, that will automatically add them to my email list. So I'm getting emails from Instagram, and then it's automatically sending them my lead magnet to them now.

    18. CJCalum Johnson1:16:19

        Mm.

    19. ZIZita1:16:20

        So that's kind of the first step, is to give out a lead magnet in exchange for someone's email.

    20. CJCalum Johnson1:16:24

        Yeah. Okay. So when ex- I, I feel like we've all seen this on Instagram. When the creator at the end, they said like, I dunno, "Reply TikTok-"

    21. ZIZita1:16:34

        Yeah

    22. CJCalum Johnson1:16:34

        ... "or reply background music to get the..." And then as soon as you reply, you then get a DM.

    23. ZIZita1:16:41

        Yep.

    24. CJCalum Johnson1:16:41

        That's ... They're all using ManyChat.

    25. ZIZita1:16:43

        They're all using ... Most people are d- like, 99% of people are using ManyChat here, yeah.

    26. CJCalum Johnson1:16:47

        Yeah. Can you talk about, like ... Because the lead magnet, just giving people something of, like, tangible value that will get them a result in, like, a, a quick space of time. Like-

    27. ZIZita1:17:01

        Yeah

    28. CJCalum Johnson1:17:01

        ... whatever the thing is that they're dealing with, the, the little mini pain point. Can you talk about the impact of the lead magnet? Because I think that that, this is kind of a step where I can see people, like, skipping over. Like-

    29. ZIZita1:17:13

        Yeah

    30. CJCalum Johnson1:17:13

        ... these people already follow me. Why would I need to give them a lead magnet or get their email? Can you talk about, like, tangible impact that you've seen from creators setting up lead magnets?
14. 1:19:55 – 1:27:53

    Why lead magnets are the secret to consistent sales

    1. ZIZita1:19:55

       huge step-by-step. To me, that's not a good lead magnet just because, number one, there's so many things that exist like that on the market, and you can watch YouTube videos too. But if you can help solve a really, really specific problem, that makes for the best lead magnets. Like for example, one of the best lead magnets I ever posted, um, I gave it out on Instagram, but it was basically this SOP to hire your own content researcher, which is not something that's talked about really at all, and it was one of my best performing lead magnets. Like, the video got like I think 5,000 likes. The comments on the video to get it, I had like 7,000. That's 7,000 new warm leads because of that, because I was targeting such a small problem that there's not another resource or video really out there for it.

    2. CJCalum Johnson1:20:39

       Mm-hmm.

    3. ZIZita1:20:40

       So to create a really good lead magnet, just focus on like a splinter problem. Like, it's a pain that they don't have the solution, and then the- make the lead magnet almost that solution, where it's like, "Okay, that pain's now done, and I don't need to like figure this out on my own. I have something that can help me."

    4. CJCalum Johnson1:20:57

       Yeah. You know, you know what's... And, and this was such a big learning for me, because I think the thing is when you tell people to focus on like, uh, what did you... Almost like a splinter problem, like it's a such a small... It's like so specific.

    5. ZIZita1:21:07

       Yeah.

    6. CJCalum Johnson1:21:08

       Uh, it's so like hyper niche. The concern that people instantly have, and it's what I had, is, is it too niche where like there's just not enough people? And especially in the beginning where like you're struggling to make sales or get traction, you're like, "Oh, I don't wanna like limit myself by being too specific." Here's the thing, though, and this is what I realized, is when you go niche and hyper specific, to those people that are suffering from that problem, it feels like you're making content just for them.

    7. ZIZita1:21:41

       Yeah.

    8. CJCalum Johnson1:21:42

       And, and that might be one of my biggest learnings. That might be the most powerful effect that you can have on a viewer, is when they feel like you're speaking and creating just for them. Like, when we talk about trust and like building connection with people, that might be the biggest thing is like, "This guy made this video for me."

    9. ZIZita1:22:02

       Yeah.

    10. CJCalum Johnson1:22:03

        "This is the guy that was meant to teach me. This was the guy that was meant to... I was meant to buy his product." Like, everything follows from there. Yeah.

    11. ZIZita1:22:10

        Yeah. No, absolutely, dude. I agree 100% what you're saying [laughs] .

    12. CJCalum Johnson1:22:12

        Yeah. It's good stuff. Okay, cool. So the big thing is getting the email.

    13. ZIZita1:22:18

        Yeah.

    14. CJCalum Johnson1:22:19

        Lead us into step two, and then like what happens with that?

    15. ZIZita1:22:22

        Okay. So right now you've gotten someone's email, right? They've gotten your lead magnet. Perfect. They- you've got them in your email list, right? Now, typically, if you have a really good post, 80% of those people that watch that post are probably gonna be non-followers or people that have never seen you before. So because of that, they have no idea what you sell or how you can help them. So that's why we have to get them, again, to go through that buyer's journey of being unaware to aware to knowing you have the solution to being like, "You're the guy. I wanna buy from you." And a way to do that, that I've found to do that, is creating what I call a new lead sequence, where essentially right after you get someone's email, you basically just send them five emails over five days that really nurtures them and gets them through this buyer's journey. So here's typically how I structure mine. Email number one is where I just welcome them into my email list. I tell them, "Hey, you can expect these kind of emails from me. Here's also a bit about my story, and here is also the lead magnet I promised in case they don't get in the DMs or they don't check the DMs." Then email number two, which literally comes one day after, I just make the prospect more aware of the problem that they have. So let's say, um, one of the main problems that my ideal, uh, target audience doesn't have or has is they have a trouble signing clients, and I make them more aware of this problem that like, hey, if you want an easier time to sign clients, you need to create content. You need to get on organic marketing, right? So that's what I would kind of do in that email number two. I would use personal stories, examples to make them aware that, yo, this is a problem that they need to solve right now. And then email number three is basically where I make them more solution aware. Talk about a personal story about my story or a client's story where we took that problem, we were able to solve that problem, and break it down how we were able to do it. So that makes them now solution aware that there is this thing out there that can solve this problem.

    16. CJCalum Johnson1:24:11

        Mm.

    17. ZIZita1:24:11

        And then email number four is now where I try to direct them to my YouTube VSL, which is... Which we'll talk more about in step three, where the YouTube VSL is now this main sales asset that's gonna hopefully convert them into either a book call or to get them to DM me to be like, "Hey, I want into your said program," or, "I wanna buy your product."

    18. CJCalum Johnson1:24:29

        Mm.

    19. ZIZita1:24:30

        And then after that, because again, when you push videos on people through email, they might not watch it. They might see it and just be like, "I'll watch it later," then they'll probably forget about it. Email number five is just to create some urgency to make them watch that video now, right? Talk about pain points, talk about some scarcity. Um, just reaffirm, "Hey, this is really important that you solve this problem right now. The best way to solve that problem is to watch this video."

    20. CJCalum Johnson1:24:52

        Mm. You know what, here's, here's where my mind goes, 'cause I think about the person that's watching at home, and they're listening to this, and it makes sense conceptually. And then the next thought in their mind is like, "I'm not a copywriter."

    21. ZIZita1:25:05

        Yeah.

    22. CJCalum Johnson1:25:05

        Like, "I, I don't know how to like write emails and like persuasive..." Like, that is, that is literally like a multi-billion dollar industry, being able to write persuasive copy. And so for you as someone that's done it, if someone wanted to go from they've never really written persuasive copy in their life to like they are... If they focus on these one or two principles, they'll probably be better than like 80 to 90% of people that are doing it.

    23. ZIZita1:25:33

        Yeah.

    24. CJCalum Johnson1:25:35

        Where would you tell that beginner where to focus of like step one email copywriting?

    25. ZIZita1:25:40

        Okay. So honestly, you could use AI to write it. That's the thing about it is like- And I literally have a prompt about this too, how to turn like even a script into an email. It's not too hard. Again, you just gotta give it information about you. Give it information about your tone of voice. And to do that, I'm not... This is what you could do. Literally go into a Google Doc, turn on voice typing, and just talk about what you're passionate about for three to five minutes. You'll have a full tone of voice doc right there. And then finally, what I would even recommend, find some emails from people you really like to read, put those emails into a document, upload that into Claude or ChatGPT and say, "Hey, write my emails in like a similar style." 'Cause they're probably using really good copywriting frameworks by themselves or copywriting principles, and now you have all that. And then basically you just tell now Claude or ChatGPT what you want the email to be about, and you just give it all this information.

    26. CJCalum Johnson1:26:31

        Mm-hmm.

    27. ZIZita1:26:32

        And that is probably the easiest way to create a really good email that has all these like copywriting principles in place. Because e- for e- for emails too, you don't want it to be too long. You don't want long paragraphs. You want a lot of short sentences, a lot of white space, 'cause it's easier to read. There is a lot that comes with emails, but again, if you're totally new to it, just use AI to help you.

    28. CJCalum Johnson1:26:53

        Yeah.

    29. ZIZita1:26:53

        'Cause it will help you.

    30. CJCalum Johnson1:26:54

        Yeah. You, you know the funny, uh, you mentioned this earlier as like the final step when you're, whenever you use AI as almost like the final check, is actually reading out loud what it tells you. And anything... So like reading out loud the emails that it gives you, the email copy. Anything that to you doesn't sound right or you just wouldn't say it like that, refining and editing that part.
15. 1:27:53 – 1:41:17

    The 5-day email sequence that sells on autopilot

    1. ZIZita1:27:53

       proof, and just some text at the bottom. I actually recommend just to upload your VSL on YouTube, because then you get that organic audience too.

    2. CJCalum Johnson1:28:00

       Mm-hmm.

    3. ZIZita1:28:00

       You don't have to drive all this traffic to it. Uh, just put it on YouTube. And typically, most people do not think whenever they're watching a video on YouTube it's gonna be a sales video. 'Cause essentially the YouTube video, the YouTube VSL is like a free training disguised... Or no, it's a sales video disguised as like a free training almost. And then for this video, here's kind of the framework that I go through. Number one is the hook. You just start off with the hook in the video just so you actually capture the people. Literally talk about who this video is for and not for. So for the exact ideal clients, if you hopefully you've gotten them from your content, they've gone through your emails, they'll watch your video because you're literally pointing them out and being like, "Hey, this video is for you." And then I typically go into my story or transformation to build that trust and connection. Go into how I was maybe struggling, here's how I got out of it, and I'm gonna show you the solution and go more depth into it into this video. And then I typically go through like the three common beliefs I had to destroy to get to the position I am. Basically, it's almost like objection handling, where essentially a lot of people have beliefs in their brain about why they can't do things. So by talking about how I destroyed these beliefs and I was able to get success, hopefully it'll shift the mindset of the viewer to also be like, "Hey, this isn't actually a real belief. Like if he did it, I can do it too." And then essentially if you had it, go into client results or share some client results, um, that you have. And then go into what I call your three phase roadmap. It, where this is like the real value of the video, where you walk through the three phases you went through to get results. Literally exactly what we're doing in this video, the three phases. And then you go into more client results, um, if you have it. And then you can also invite them to your actual offer at the end. To be like, "Hey, if you wanna, if you want help with this three-phase framework, if you wanna get results that I was able to get for myself and my clients and have the same transformation as me, um, book a call with me below," or let's say, "DM me a keyword and we'll have a chat."

    4. CJCalum Johnson1:29:53

       Mm-hmm.

    5. ZIZita1:29:53

       Something like that.

    6. CJCalum Johnson1:29:54

       To, to, to people that, that go, 'cause I, and I even remember there was a, a period on the internet and on Twitter or X or whatever where everyone was talking about the VSL, the, the video sales letter. And I'm sure for the majority of people, like they don't actually, it doesn't drive the impact that they want.

    7. ZIZita1:30:13

       Yeah.

    8. CJCalum Johnson1:30:13

       And so even if you just take those eight things, 'cause you laid out the framework and the structure. If you almost had to take a person, like we brought that person into the room now, of like they tried to do a VSL, and maybe they even tried to use a similar structure to this, but it just no impact. Like no leading to sales for them. What do you typically see are the things that they're getting wrong? Like the, the parts of the process or the framework that they're not quite hitting, which is why it didn't convert into sales.

    9. ZIZita1:30:47

       It's either, number one, the wrong traffic is watching the video. 'Cause if the wrong traffic watches the video, they're basically done with. And then number two, it's also you probably didn't... Because essentially, one- this three-phase framework is supposed to be your own unique mechanism to get results. You probably didn't outline a very clear enough way where someone felt like, oh, this guy can help me get results. He showed the exact path to follow. And those are probably the two biggest things. Like, yeah, those are probably the two biggest things. Or again, the messaging and the content doesn't resonate with your exact ideal client. You're talking about frustrations and pain points that maybe they don't have. And that's typically the biggest thing with any VSL. It just comes with messaging. It comes with showcasing your unique mechanism, why it's different from everyone else, and why your solution is better than everyone else. That's going between like the old way versus new way stuff. And then again, just getting the right people to also watch the video is probably the most important part at the end of the day. [laughs]

    10. CJCalum Johnson1:31:45

        Mm. You know what? I'm, I'm curious like the, the impact of this that you've seen. Like even- The process in its entirety, that step one of going from the lead magnet to the email sequence to like the step three of the YouTube VSL, what impact examples have you seen of like this causes a shift versus what I assume most people do, which is like they just post... If they have followers, they just post on their Instagram like-

    11. ZIZita1:32:19

        Yeah

    12. CJCalum Johnson1:32:19

        ... "Yeah, go buy this thing."

    13. ZIZita1:32:21

        They always post on stories, "Hey, I'm looking for three people to help with X-"

    14. CJCalum Johnson1:32:24

        Yeah

    15. ZIZita1:32:24

        ... or like whatever. So with this, what I've found is, again, we're in a trust recession. Like people don't trust people like they used to anymore. Like you can possibly, like two years ago, post a simple story and get a ton of people to buy. It's just not the case anymore. So with this whole funnel here, or again, the... An ecosystem I call it, 'cause you're combining all of these, um, platforms together. By doing it, it really helps speed up trust with someone five to 10 times faster. Because if I could get someone to watch a 20-minute video going over my story and my frameworks, that builds up so much more trust than them watching my reels for an entire month.

    16. CJCalum Johnson1:33:03

        Mm.

    17. ZIZita1:33:03

        Right? So what I've found with it is that, number one, it's been easier to close people. Like my sales cycles are a lot shorter now from getting someone to first find me to now become a buyer. It's probably reduced my sales cycle in half. Number two, I've been able to almost like completely eliminate sales calls. Because the problem... The thing with sales calls is like the only reason people do sales calls is because typically their marketing's not good enough.

    18. CJCalum Johnson1:33:29

        Mm.

    19. ZIZita1:33:29

        It's right. You need to convince someone to buy.

    20. CJCalum Johnson1:33:31

        You need to build more trust.

    21. ZIZita1:33:33

        Exactly. You literally need to talk on a call with them and convince them, rather than with this method, you're... The marketing, which is the videos and the emails, are doing the convincing for you. That way, when eventually they're ready, they literally just hit you up. Maybe you send them a little doc about all the details about the offer, and then they say, "I'm in."

    22. CJCalum Johnson1:33:49

        Mm.

    23. ZIZita1:33:49

        Like I literally had a guy before who I pitched like my one-on-one like mentorship with, which is like, let's say it's around like 5K. I literally had a guy say like, "Yo, that's a steal." Which is like the best feeling as like a business owner [laughs] -

    24. CJCalum Johnson1:34:00

        Yeah

    25. ZIZita1:34:00

        ... as you could get-

    26. CJCalum Johnson1:34:01

        Yeah

    27. ZIZita1:34:01

        ... when you pitch someone. And that like happened like a year ago because I started putting in this system.

    28. CJCalum Johnson1:34:06

        Mm. From the, from the people that you've worked with, I, I just wanna make it real for people. And, and, and I... My, my big thing is always like the focus. So like if someone... And let's say in this example we use Instagram. Let's say that someone dialed in their Instagram from what you shared in phase one, and then they came up with like a simple system like this from phase two. How far have you seen people get just purely... Like before we even go into phase three and the product ladder, how far have you seen people go just dialing in those two phases and getting that right?

    29. ZIZita1:34:42

        Yeah.

    30. CJCalum Johnson1:34:42

        How... Like what examples are... Like how far have you seen people go with that?
16. 1:41:17 – 1:48:20

    The PRODUCT LADDER: The secret to more sales without working hard!

    1. ZIZita1:41:17

       charge either like $100 a month, or you can sell access for a year between like 1,000 to $3,000. Now, this is what we call like a done with you product. Because now they still get access to the course and everything, but now they get some levels of access to you to ask you questions, whether that be like a chat channel or like weekly calls. And then from there you can actually add another product which is just more intimate one-on-one with you, where now they have even more access to you, right? They might have weekly calls with you. They might have a private chat with you. And for that you can sell like 3 to $10,000. Like I know some people selling $10,000 just for a one-on-one.

    2. CJCalum Johnson1:41:52

       Mm.

    3. ZIZita1:41:52

       And then finally, let's say they've now gone through these levels. They are like, "You know, this is great. Your coaching's great, but I just don't have enough time. I want this just done for me." That's when you can sell like a done for you service, where now you charge much higher prices.

    4. CJCalum Johnson1:42:08

       Mm.

    5. ZIZita1:42:08

       But essentially the products that you're sell- It's you're teaching the same thing in every single level or you're doing the same thing in every single level. They just get different levels of access t- to you, which is just gonna help them out a little bit more.

    6. CJCalum Johnson1:42:23

       Mm. Yeah. You know what, you know what's interesting even as you explain it? You start to realize that all big companies do this.

    7. ZIZita1:42:30

       Yeah.

    8. CJCalum Johnson1:42:30

       And it- it's interesting, 'cause I, I recently bought like, um, a new MacBook, right? So like the core offering is the laptop itself. But then they have, "Oh, if you want this amount of memory, it's an extra $200. If you want like the, the person at the Apple Genius Bar to like set up the computer or like put all your stuff in the cloud for you, there's like another price."

    9. ZIZita1:42:54

       Yeah.

    10. CJCalum Johnson1:42:54

        And it... They'll, like, create these different tiers of basically access essentially. Uh, and it's like you've taken one product, like the, the innovation was the MacBook, like was the laptop, and then you have all these layers on top of it which make you more money.

    11. ZIZita1:43:12

        Yeah.

    12. CJCalum Johnson1:43:13

        It's interesting.

    13. ZIZita1:43:13

        It's, it's pre... Like you'll see it. Like literally go through any of the big business guys in the space, they're all doing some form of this ladder.

    14. CJCalum Johnson1:43:20

        Mm.

    15. ZIZita1:43:21

        Where essentially they get you in on an entry offer, which is typically a low, low ticket, like low risk offer that only costs a low amount of money, and then how they make most of the money is just on the back end, which it's selling you the other thing. Selling you more access to a community, to a one-on-one coaching, just to see faster results.

    16. CJCalum Johnson1:43:38

        Mm.

    17. ZIZita1:43:38

        Like everyone's doing this nowadays. And like there's even like a hack where essentially you sell a low-tier course that costs like let's say $20 to $100. You run ads to that course, and then essentially you don't even try to make a profit on the course itself. All the money now is made up in the back end, which is selling this other stuff like a community or one-on-one. So basically you're getting like free calls from that course, 'cause it balances out with the ad spend. But now you're getting like free calls and everything, and that's what a lot of people, that's what a lot of like B2C guys now do nowadays, even B2B guys.

    18. CJCalum Johnson1:44:11

        It almost... It sounds like- Uh, the level one of the product ladder is almost like the, the new lead magnet in a way.

    19. ZIZita1:44:20

        Yeah, it's true. Yeah

    20. CJCalum Johnson1:44:20

        It's like you kind of get someone in, and you use that to then build into the other things. Okay. Here's the ... Here, here, here's one of the final ones where I want to go, is someone ... And w- and we spoke about that focus on phase one and phase two of the process. And I can imagine someone then getting to the point ... And, and this is what happens, is once you start to get successful at something and it starts getting traction and you're getting results, it becomes really alluring and tempting to take all these other opportunities. And so I can even see it and hear it from people of like, they'll double down on this almost too early.

    21. ZIZita1:45:03

        Yeah.

    22. CJCalum Johnson1:45:03

        You know what? You let me know. I- is that even a thing? Like, is it, is it ... Do you see people almost going from a core offering to trying to do a product ladder too early, number one? And then is there a point in time... Like, how can someone who's watching this know when they're ready to actually start offering-

    23. ZIZita1:45:25

        Yeah

    24. CJCalum Johnson1:45:25

        ... different tiers and access points past just getting their core offer right?

    25. ZIZita1:45:31

        I would say for most people, yeah, a big thing is like a lot of people wanna sell a bunch of different products at the same time.

    26. CJCalum Johnson1:45:37

        Yeah.

    27. ZIZita1:45:38

        And because of that, typically they don't sell really well because, again, the messaging is all over the place. Because the messaging of a community versus like a one-on-one mentorship, entirely different. So it can't be the same messaging. So a problem a lot of people have is trying to sell too many products. They have too many ideas, and they wanna sell too many products at the same time. Typically, focus on one product, really dial in, see if there is an audience that wants to buy this product. And typically, the best way to do that is either, again, with a low-ticket course. Because if you see a lot of people are willing to pay $20 to $50 for a course, there's probably a decent amount that's willing to pay for more help or more access. But if no one buys the course, nobody's gonna buy the community or one-on-one.

    28. CJCalum Johnson1:46:17

        Mm.

    29. ZIZita1:46:17

        So there's no point about it. So that's, that's an issue I see some people having. Um, but typically what I tell people too is that to create a product ladder, it's typically pretty easy. The hardest part about this entire ladder here is typically the course here, actually creating a good course. To create the community, all you need is give people access to the course and the community, have a chat channel that people can talk, and just have a time for weekly calls. Typically, that's enough for someone to spend this amount of money on a community. And then one-on-one is just figuring out how do you work with people one-on-one to get them results. So are you gonna do weekly calls with them? Where are you gonna talk to them? Typically, level three and level two are pretty easy to kinda just get going right away. The hard part honestly, getting the course done right, making sure the course is about a thing people actually want. And then once you kinda have that proof of concept, then it's starting to build out the ladder.

    30. CJCalum Johnson1:47:12

        Mm.
17. 1:48:20 – 1:51:32

    What Zita would tell his past self struggling with imposter syndrome

    1. CJCalum Johnson1:48:20

       who has the massive imposter syndrome, camera shy, no previous experience really in sales or building like a successful, profitable personal brand. If you had to just give him like one thing to focus on, of just like take this message, like-

    2. ZIZita1:48:39

       Yeah

    3. CJCalum Johnson1:48:39

       ... take it forward, that you think is just gonna give him the most value and just get him started with doing this, I'm curious, what, what would you say?

    4. ZIZita1:48:50

       Great question. [laughs]

    5. CJCalum Johnson1:48:51

       Thank you.

    6. ZIZita1:48:53

       I would say ... Well, the number one thing to focus on is, first of all, don't expect results too quickly. I think that's a problem a lot of people have is like they expect to get a lot of views within like 30 days. It's like what I've seen is that it usually takes like three months. And typically, the creators that win are just the creators that don't quit. So number one, it's like focus on creating content. That's number one most part, is just create better ... Make every piece of content 1% better and have that compounding effect. And then if I can do that, and then just stay consistent. Even when, yo, none of these videos are hitting, none of them are getting views, instead of looking down upon those videos, take it as a lesson and be like, "Okay. I tried this hook," or, "I tried this format. Didn't work. Let me take that lesson and try something else." If I can have that mindset and just have the consistency, I know no matter what I'm gonna make it.

    7. CJCalum Johnson1:49:52

       Mm.

    8. ZIZita1:49:52

       So that's what I'd probably tell myself. Like, "Yo," and even though speaking on camera is gonna be awkward in the beginning, like just know these are the opportunities and here's what can happen.

    9. CJCalum Johnson1:50:02

       Mm.

    10. ZIZita1:50:03

        And just lay that out to really give that motivation too to like ... And just discipline to really just not give up on this.

    11. CJCalum Johnson1:50:09

        Yeah.

    12. ZIZita1:50:10

        Because yeah, content creation in my opinion is ... It's the one thing that anyone can honestly do. Like, it doesn't take capital. It doesn't ... Like, you ... Anyone can create content, and anyone can get themselves out of the position they're in with it.

    13. CJCalum Johnson1:50:24

        Mm. You know what? It's, um ... I think it's Seth Godin calls it the dip, which is like right before the thing really starts working, usually it's like really not working.

    14. ZIZita1:50:35

        Yeah.

    15. CJCalum Johnson1:50:36

        And I think like for you, even when you mention being camera shy or putting out a ton of videos and they're not working, in those darkest like moments of you creating, what was keeping you going? Like, what helped you survive the dip?

    16. ZIZita1:50:54

        Oh my God. I honestly, I think it was not even worrying about the videos, just focus on the next one. That was just it. It was like, "You know what? I post these videos. They're done. Let's focus on the next one, 'cause the next one could hit." And I think that's the beauty of kinda TikTok with Instagram right now is like the next video could be the video. Like, if you go from like let's say you're getting like 200, 500 views, but then your next video gets like a million views or like even like 100,000 views, that can almost two to three extra business right there. So it's just think about the next video, the next video, the next video. Don't worry about any videos that flop. Just focus

18. 1:51:32 – 1:51:50

    Surviving the dip: why consistency beats everything

    1. ZIZita1:51:32

       on the next one. And eventually, the next video will be the video that exponentially grows your business. Eventually that will happen, I guarantee to anyone, as long as they stay consistent with it.

    2. CJCalum Johnson1:51:43

       Okay. So if you enjoyed this episode, you're gonna absolutely love what we did with this one right here. Click here

Episode duration: 1:51:51