My Advice On Content Marketing, Happiness And College | Xponential Q&A

so guess what the next year is going to be a lot of losing you know what else hurts you decide Gary got you and now you're nice as [ __ ] after being somewhat neutral to maybe not great and now you're nicest [ __ ] to your employee and after nine months they quit and go to a competitor the first thing you're gonna think is [ __ ] Gary that's losing but it's a micro loss we have to understand what a micro loss is versus a macro loss you figure that [ __ ] out you'll be real happy we'll go in the middle first pick anybody

stand up please and give me your name please such a pleasure thank you so I'm trying really hard to pay attention to where the attention is we've had a studio that's been like older demographic um where social media leads are down by half of our other computer Studios um will they pay attention to tick tock like what are their what are they give me older we talking 70 to 90 no 50 to 70. so where is it back to people just got it so couple things Facebook is like unbelievably good right now because all the big companies canceled Mark Zuckerberg and all the little companies are a little scared with the way it's going right now in December so all the money is out of the system so the organic reach is through the roof just so everybody knows the way social works is there's a feed it's just inventory there's people's attention all of us and then they fill in if they don't have ads organic fills it just people posting which is what I'm trying to get you to do it if they have ads those people will take precedent that's how they make money but if the demand is huge everything works so on Tick Tock right now there's so much consumption both ads and organic are working on Facebook it went so crazy ads for so long which is why their stock price was so high for so long that it was hard for us to get organic reach Facebook fan page which a lot of you might remember and again you can write this down Google how do I build a Facebook fan page if you haven't and more importantly Facebook reels which are similar to tick tocks and Instagram reels have exploded Facebook dominates 50 to 70. as far as tick tock tick tock's biggest growth right now is 50 to 70. because so many grandkids are getting their grandparents on it you know this a lot of you here know your parents are on Tick Tock and they're in that demo or you yourself are in that demo so yes they will because it's coming but Facebook reels are huge but then there's also best practices for example every one of these social media accounts says I'm sure you know even if you're not deep in it has a place where you can put a link of your home page or whatever like it's all strategy like that link is the most important like where are you sending that most people are on mobile a lot of people I see in this SMB franchisee World they'll put a link that isn't even mobile optimized so they saw the tick tock or the Instagram post but then they click the link because they're interested but then like the whole experience is crap and they're out so is your website mobile optimized should you send it to a website you create that just has a phone number and an email like you have to be it's smart that's part of it but I think Facebook reels is a real place for you to focus on and again that 15 comes 15 posts leg comes in the mindset of three times five three posts a day Instagram YouTube shorts has exploded if you know what that is YouTube shorts again you can write that down and Google it tick tock LinkedIn has become a monster LinkedIn for this industry because I made a post six months ago about it and have been reached out by several people in Fitness with locations LinkedIn is acting like Facebook did seven years ago so you get a LinkedIn account you just post Fitness and then you make it tailored to the business world right think you have no time because you're a busy executive 15 like you start playing with the context so that's that you got it I think LinkedIn would also be strong for 50 to 70 is really strong on LinkedIn but again context matters so if you know you're posting on LinkedIn you may make a reference of burnout at work whereas if you're posting on Tick Tock you might make you want to keep up with your kids and your grandkids it's the psychology that matters all right let's go over there you'll be next hi

hi what's your name Sandra nice to meet you you mentioned something about equity for employees yep can you share some examples of what that sounds like every time I've talked so the context I brought that up in Sandra was I have a lot of friends and entrepreneurs and people that follow me that complain about their employees not working as hard as them that statement makes me want to jump out a window and what I say to them is if you want your employee to work as hard as you they should be your equal partner nobody making 19 an hour should work as hard as the person that owns a hundred percent of the company so what does it look like every time I tell them that none of them give Equity to their employees they just get a little more comfortable with being comfortable with not everybody working as hard as them as far as a different question there's a ton of startups I'm involved with that do give Equity to their two or three or four most important employees they make that Equity vet over vest excuse me over two three four years to create retention because they want to keep those key people and a lot of times the equity pool for a company is 10 or less you're welcome

Frontline sales employees I want guarantee pay and they don't care about thermometers I apologize for some reason I'm struggling to hear can you struggle all the time yeah can you hear me now better yes and bonuses and this has been going on for a few years and talk to some of their owners about this too and just wondering if there's a better way to motivate people or if I'm not wearing the right people um I think it's back to the reality of options you know with covid I love when people are like I had an interview the other day and the person's like I've been through a hard time 25 years I've been already through hard times I had to get through coven I'm like you mean when the government sent you a check and you bought dumb [ __ ] so I think what you're dealing with is the environment we just lived through where people have so many options they were like I'm gonna take advantage of you I don't want to live on Merit I want to make as much as possible and then if I do nothing who cares I really do believe today there's been a ton of layoffs at Fortune 500 land I think December is gonna and January gonna be quite ugly and I think you're gonna find yourself having way more people willing to work on commission of course you might want to tweak base and commission structure if you're not finding people that want to get there but it's casting a wider net and realizing that the Market's changing they just had so many other options of people willing to do that and so they were going for that but the frothiness is gone all those trillions of dollars will be printed they've been eaten up by people buying burka bags and Nikes and Dom P it's gone it's been consumed and so that's why we're seeing what we're seeing and I think you'll find options

and my friend after we do here we'll go into the back Ray such a pleasure making the creative is not free except if you use employees that are still around doing nothing but good maybe people run it differently so um they say half of all that out right and you know that was built on the concept of the way television ads ran and no measurement that was pre-internet we do not have to live in that world anymore how do you know that what you're doing let's talk about it in detail notice how earlier I said you've got to make sure you're strategic about the URL if the URL in your social media accounts goes to a landing page with a Google Voice phone number or a different phone number than every other part of your business and a different website than people sign up for your business you can track every single dollar coming from that channel you're welcome sir no it's a really great question it's a great question and it's real what's Siri is how real what I'm talking about is but let there be no confusion to your point when it was Mad Men how many people watched Mad Men on that show so you have good context that was fun drink bourbon have sex make up ideas that's why people got into Marketing in the 60s 70s 80s it was cool it's not as cool anymore it's hard now and it's so much more complex let there be no confusion I understand I spoke about it as the way because the concept is super simple and right but no different than somebody going on a workout regimen like great it's simple have a good ratio of protein versus carbs go into the jail like the math like the regimen's simple but there's a reason people choose steroids and [ __ ] plastic surgery the shit's hard and so same with this it's not easy per se but man when it works it's very real and I think the land grab of 2023 is going to be substantial the thing I started with I'm glad I'm here now not two years ago everything I just talked about really is going to play out next year in a much bigger way and for the one percent of this audience that's actually gonna do anything about what I just talked about they're gonna get out sized Returns on it here we go I'm totally gonna help myself

I stopped following you four years ago yes sir uh that's okay that's good just not sure because in some ways you're fantastic that's the way it should be humans shouldn't agree on everything and the sooner we figure that out the sooner we'll all be much happier the audacity that people in here think that people should see the world exactly how they see that is pretty scary but nonetheless sir I'd love to have a happiness competition with you and so then I'm like yes let's compete on it anyway the question I had is brushed up against it twice in the last 20 minutes College yes uh 12 year old and a 10 year old lovely job I'm getting to the point where I'm almost recommending that don't go to college love to hear your thoughts it's that I think humans should never fit in one size fits all I think many of us you know I think who's 45 or older raise your hands so for everybody who raised their hand including me we all grew up where there was no other option it couldn't even clear one of our heads that one would not go to college it'd be like not breathing oxygen it was like completely unacceptable I think how old are you my friend 41. I think your kids are going to be the generation of parents that bring this number all the way down to 30 to 50 percent of people that go to college not because College isn't good college is amazing for certain people but college is not amazing for a lot of other people and what got me going because I produce a lot of content around College was all I do is listen and then I talk so I was getting hundreds of DMS from kids who were 26 25 27 who had 50 60 100 000 in debt couldn't get a job nobody cared outside of the top 15 colleges in America after that it's like almost completely irrelevant right and most companies I mean vaynermedia doesn't work we have I have no idea what college any of my employees go to Facebook Google these are real companies now not requiring college education I think the cat's out of the bag the way College was structured I mean I I'm a big fan of common sense I think common sense is super underrated I when I found out when I was like 27 that you could be a fraud to clear bankruptcy and be okay to start over but you could never declare bankruptcy or clean your college debt I was like some shit's [ __ ] up with that so I think we had heavy propaganda which is fine I could get really served the purpose I'm sure the people that are 60 and older in this crowd will tell you everybody that went to college in the 70s and 80s when they got that diploma there was an Roi on that and it worked out that is not 2023 and we have a lot of children who are like me who get no value from a box education system can't learn that way aren't getting any value they have the internet I yeah I think you're barking up a potential tree but I'll give you my example my kids are the same age one of my kids is moonwalking to college and she will dominate the other one I think he's got a chance of not going and he may go because it's a four-year vacation like fort like to me I would tell if my son was 18 today I would say do what I did it was the last four year vacation in my life I played Madden and hung out all day because I knew I was going to work from 22 to 100 and maybe it's worth it and that's what I think it is like the hardest thing like the only thing I'm not interested in the world is to tell someone how to parent their child it's completely ridiculous but there are macro themes and I do think there are people in here who get bought into propagandas that become religion and that's good like some of it's very positive but some of it can be negative the thought here's the one that bothers me to no end parents have forced their kids to go to college and don't pay for it are pieces of [ __ ] it's one thing if you're like very big on College and you need it and you force your kid then you better at least pay for that [ __ ] because the ROI the math is very clear right it is not working for a lot of people the fact that we even have to have a debate that the government's going to bail out people with college think about that think about how bad this has gotten and worst of all forget about money [ __ ] money these kids are deeply unhappy that to go there they have so much more creative Firepower Gary they get to meet people and it's the community I'm like so is going to Europe for the summer like the prop you know like yeah that's where I'm at Gary what's that uh I've been fortunate

institution since the early one Library days I'm humbled and please since we are at a fitness convention I've got a I give you some props around how cut you look thank you it's a lot better than my 2009 videos yeah I think we need to do a little more before and after marketing at X go and I think a photo of you now person that's going to be pretty funny well it's funny brother just to jump in to get valued everybody that's why I'm so passionate about the marketing stuff nothing comes less than me than the process I've gone through in the last eight years to get into better physical health my brain goes to if I figured this out at starting at 38 after doing nothing I had 0. 0 muscle in my body at 38 and only consumed soda and sugar until my face fell off for me to be able to win that game makes me feel that anybody here who's like I don't like technology I don't like this like is capable of winning this if they want what's wrong why did I do it because I'd like to live longer why am I asking you to do this because you'd like your business to be better so um you know back then you're still here now a lot of new voices the grid also um but what I really appreciate is your tongue has changed over the years a little bit when you've added in the emotional intelligence piece you go deep in happiness and that would have been a lot of fluff back in 2009 and I think it's overlooked by a lot of people so Props to usually have thank you you when I'm getting out of here is my wife and I and our portfolio we have a couple pure bars shout out to your car real quick on that can I recommend to the people in the back I think you guys and gals should have a summer camp where the brands compete with each other winner takes off I know they're like we're just one happy family I'm like yeah but competition's the [ __ ] best all right go ahead so uh the new former team that we've had the last couple years amazing thank you most of our ownership faced is a badass woman and um I'm really proud of my wife and but she's go in most of the ownership faces and put everyone else first yep customers their teams yeah their kids all this other [ __ ] you know is it them so I would love for you to speak to not just manage your managers but speak to meet yourself and how you do that it's called Happiness so love you so a couple things great stuff a couple things similar to college like for some of us me included go go is the happiness I try to tell a lot of my friends they're like Gary you need to pick up golf I'm like [ __ ] off I don't like golf like you love golf and the fact that for four hours that's your escapism for me my hobby is business so for the same way people like skiing and cooking and golf like for some of us in this room the go is the happiness the reason if you pick up the context of what I just talked about the reason I've always done what I've done is because I love it when I'm when you're nine and it snows and you don't want to make a snowman and go sledding but you want to ring doorbells and shovel snow like that's just in you and so for me first for the people that are Partners or have loved ones that go don't eliminate the com the thought that maybe that's just their great love that the work is their hobby that exists I'm one of those people on the flip side I've watched too many friends and contemporaries burn out if you die your business is closed anyway like if you don't like it this is a very simple thing for me everything works because I love it but if you don't like it and you're doing it for the money you're in deep [ __ ] it's not sustainable you are vulnerable it won't work it may work for six years nine years but it won't work I also think like as we go through our Journeys you know for me to your point from 2009 as if you remember it was similar to what I think we might be walking into we had the 2008 crash nobody knew the internet think about what I'm talking about here today when I was talking about that in 2008 and saying you can make money on YouTube people laughed at me so I was very passionate to be like hey I know you lost your job but it's not the end of the world you can go hard you can get a lower paying job during the day and if you want to get out of it you can do something you love from 7 P. M to midnight the emotional intelligent thing was as things were working more for me by 2012 1417 I was like there's other things here that I'm doing well that I don't really even realize it was subconscious I was always nice I was always simple I was always humble I just wasn't talking about it because I didn't realize I was as I go through the next 50 years of my life I'm going to talk about the things I observe you know this I didn't talk about college I started talking about it once ten thousand people sent me messages that they were miserable one of the biggest reasons I'm scared of people who are entitled and the fact that parents don't teach accountability why do I pick on eighth place trophies because I know unlimited 25 year olds in the world are anxious because they're scared of losing because an entire generation of parents demonized losing when you should be making your kids lose 24 7 365. everyone's like social media's got these kids [ __ ] up no I love when Boomers and older Millennials are like [ __ ] these gen Z kids I'm like you [ __ ] raise them [ __ ] maybe if you didn't want your kid sucked at soccer but you wanted them to get a trophy but they [ __ ] sucked at soccer don't you think that's [ __ ] up so you didn't want them to cry little tears when they were little now they're crying big tears when they're big kids are scared out here because they think losing's bad losing is the best losing is the [ __ ] best you want me to leave with something losing is the [ __ ] best you know why a lot of you are going to try some of the stuff I talked about and for most of you it's not gonna work because you're not good enough at it you're not good what do you think you're gonna make a [ __ ] Tick Tock tomorrow and you're gonna be [ __ ] Charlie [ __ ] demilio I've been doing this [ __ ] for my whole life I've been making social media content for 15 years every day 15 times 15 365 times 15 years you gotta get on the [ __ ] treadmill most of your marketing is like you're 637 pounds you've got a lot of work to do it's gonna take time to get down to your natural body weight but if you don't get on the treadmill it will never happen so guess what the next year is going to be a lot of losing you know what else hurts you're really you know you decide Gary got you and now you're nice as [ __ ] after being somewhat neutral to maybe not great and now you're nicest [ __ ] to your employee and after nine months they quit and go to a competitor the first thing you're gonna think is [ __ ] Gary thank you that's losing but it's a micro loss we have to understand what a micro loss is versus a macro loss you figure that [ __ ] out you'll be real happy I was really happy to be with you thank

you