You've been creating content ALL Wrong (Here's how to fix it!)

You have your niche expertise, what you're really good at. Once you've broken it down, you need to then talk about in ways that tap into what everyone's talking about right now. And there's lots of things you can tap into. Okay? So, those of you who are struggling to make content that connects, you've missed this fundamental thing. This video is brought to you by our YouTube members, I just want to take a second to acknowledge the thousand plus members who support this channel. You make all of this possible. You allow us to keep doing what we do. And for that, I'm incredibly grateful. This is just one of many inside our membersonly library. So, if you can do me a big favor, consider joining, becoming a member, and supporting us in our educational endeavors. Hit the link below. See you on the inside. I have survivor bias, and you need to know that, okay? Because all strategy is autobiographical. If I share a strategy with you, it's because it's what has worked for me. Now, the real problem is if I tell you what works for me and it's not you, that's the real problem. But if you want to have what I have and do what I've done, then just do what I tell you to do now. Okay? That's the preface. So, I can't tell you it's going to work for all of you because many of you don't want what it is that I have. Okay? All right. There's a very simple formula.

We're going to say this. Okay? And it's an expression. I think I wrote it, but if you want to reach more people, you have to teach more people. So the teachers in the room, like the real teachers, not the internet teachers, you have a distinct advantage because you've got thousands of hours teaching and figuring out how to work with people in real time. Have you been able to use all that beautiful experience you have to make really great content and run workshops and do talks? Yes. All the teachers, raise your hand. Okay, what we're going to do is this. Can you're not a teacher? — No. — Okay. I want to go around the room with the teachers and let's just get a mic up here and we'll go over back there. Right. The teachers teacher. What is the biggest thing that you've learned in teaching that you can share with us right now? Like one tip. Okay. Hold on. Let me uh think about your thing. Try to articulate it clearly in your mind. Work through the problem so I don't have to try and write too many things here. Okay. We'll start with Chen. Oh, I'm sorry. Gareth, you have the mic. Go ahead. Gareth.

What's the one big tip that you've learned as a teacher? Go short — and sharp. Okay, we'll take that. Hold on. Don't give it to anybody. He did went short and sharp because I'm like, man, the man eats his own medicine here. Go sharp. Go short. Okay, unpack that for us. Just a little bit little description. That's a big idea. And now give us like one or two sentences. What does that mean? — Take something very complicated and make it very applicable. — Okay, does everybody understand that? So that sums up everything. Yes. Okay, I'm gonna give you a different word. Okay, it's called chunking. Have you heard of chunking? — Okay, — huh? Chunking. Okay, you just take a big pizza and you just break into smaller pieces. So for me, I call it the rule of five. Whatever you want to teach, break it down into five things. Five steps. It's always five. It's never seven, it's not three, always five. Okay? So, if I want to teach you design, I'm going to tell you like what the big five things are. It's about contrast. It's about repetition. It's about alignment. And then it's about the details. And then it's an X factor. I know how to teach design. This is what we do all the time. And it's prioritize. The first thing is the most important thing. If you don't have contrast in your design, it sucks. Okay? And I'll show you what I mean. All right? So, I'm just kind of doing this freestyle, right? So, let's do one, two, three, four. And I have a whole YouTube video on this if you want to watch it. All right? So let's say it's contrast. I already forgot what I said. — Alignment. Man, you tell me the five. I bow to you. — No, I can't. — Okay, good. — X vector. — That's number five. There's repetition and maybe some details. Okay, let's just say that's what it is. Okay, so now I've taken a very complicated thing. If you want to be a better designer, a typographer, this is it right here. But then what the hell is contrast? Then you know what you do? You do five of that. Okay. So we're going to break everything down into five. So this is the subset. Well, we're going to take contrast in size. That's the most important. Contrast in weight, thin, thick, contrast in texture, contrast in shape. And the last one would be contrast in color. I'm just making this up. Okay. Okay, if we feel like this needs no additional explanation, then we've come to determinist. We made it as easy as possible. Everybody follow so far? This is how you become a better teacher. All right. So, what do I mean by contrast and size? Well, here's how it looks on a page. Okay. Most people make this mistake. They have a shape here and here. Boring. But if they had this shape here and they put the shape here, much more interesting size. I forgot somewhere in here is orientation. So if I took this shape and I rotated it more interesting. Now you may not know this, but if you look at a lot of the buildings here, like if you see that building right there, guys, see this building right here? — You see how the forms push out forward? Okay, they just offset the shape. I'm not sure, but on the other side, you might see that there's a cavity there as if they pushed it out on one side, like a drawer. It's missing on the other side. Architects know this. So, architects will take something like this. Watch this. They build a house that's square like that. Right. And then they have a roof that's also square like that. That's boring as hell. So all they do is they take this and they shift it over. And you'll see this now once you know this concept, you'll see that they do this all the time, right? So they might have a window here and a window here. Really freaking boring. So you know what they do? They take this window and they put it here so it wraps around the corner, right? And now when we talk about alignment, so what do we need to do here? Well, we might have a small window here because it aligns with that. We probably will put a chimney here and that aligns with this edge here. Okay, that's how you do design. So when you do the size and the contrast of the weight, you just give lots and lots of example. Here's the beautiful part. How many ways can you show size in contrast? How many ways? That's infinite content. each and every single one of us. I can show you different weight examples from history, from what I've done from the 70s, from the 80s, from this designer, from that designer, in architecture, in furniture design. I can show you how we do weights. Yes. So, this is how you teach something. You chunk it down into the five most important things prioritize in a list. And then when that list isn't simple enough, you keep doing it. You may have to go three layers in, but it's usually not more than three layers because at that point, we're kind of done. Then you use all of your uh experience, your knowledge, and then you just give example after example, your audience will grow. — Can I I'll tell you why. Go ahead. — It's flying over my head because I don't understand design. Can we use a say a business example like I'm thinking, okay, if I write my content using this principle, I'm going to chunk down. — Well, why don't you write your list right now in front of you? Go ahead. You have a notebook. Just write it down. Chunk your whatever it is you want to teach down to five. All teachers should be able to do this. All teachers. If you're not teacher, I don't put you under the same pressure. If you're a good teacher, watch this. Phil, you know what you're doing. — Yeah. — What are the five things I need to do to live longer? — Nutrition. — Yes. — Sleep. — Good. — Hydration. — Yes. gut health, blood work. — Perfect. I like that. I agree with you, by the way. So, if you get your nutrition wrong, you wouldn't have to get the blood work because you're going to be bad. So, once you do the four blood work will be optimization so that we have data to see if that we're missing things. Okay. Have you written this down before? — Yeah, — you have. Okay. Break down nutrition for us. Five. — Um, — can you say that? Okay. Can we don't hear him unless he speaks into the mic or do we hear everything? — We don't hear. So, let's say it one more time. Number one. — Okay. Nutrition, — sleep, hydration, — gut health, blood work. — Perfect. Let's take nutrition. Chunk that down five times. — Balancing macros. — Oh, — that's a complicated word. — Yeah. Sorry, hold on. Um, — you could say, — can I say macro, — fat, — sugar? — That's what macros are. Is it? — No, cuz I would want to go into the next level. — Okay, let's go. So, you have multiple levels then. — Yeah, macro would be level one, but then you you're the professional. Macros. — Macros, timing, balance, quantity, quality. — Perfect. Then we go macros. Break that down. You Everybody know how this done? — Okay, then we'll stop here, right? This is how you make content. Okay, — the problem that mo Chen Chan, you good now, right? Okay, so here's where you

guys get it wrong. You make, we'll call it niche content. Now, the good news about what Phil does is even at the outer level, I still understand what it is. That's the thing about health. Generally speaking, we understand what it is, but it was like bioengineering, you'd lose us, right? Because nobody knows what that is. When you break it down into like little bite-sized pieces, you still earn the niche content, and that's good. That's what your expertise is. But what you have to do is you have to wrap it in a bubble of something that has broad appeal. You have to meet the audience where they're at. And the way that broad appeal works is you need to find something everybody's already talking about and understands. and then you build the bridge to your niche thing. Okay, that's how you tell that's how you do a knowledge gap. So the example I always like to share is with Neil Degrass Tyson. He's a physicist, astrophysicist, right? He's a super smart guy. But what makes him really unique because you haven't heard of no other astrophysicist, I'm pretty sure of it, is he's very human in the way he communicates and he tells stories and he's very likable. He's unlike any other astrophysicist you've ever met. Yes. That's why he's a household name and why you know no other astrophysicist as far as I know. Yeah. Okay. So, what he does is he he's watching a football game, right? And it's a college football game and it's a tie and they don't want to end in ties because it's a championship, Eastern League versus Central League or something like that. I don't watch football. So, the way they do is they flip a coin and the winner gets to pick if they want to kick it, right? So, it's a game of field goals. So whoever kicks the ball through the uprightes wins the game. It comes down to this. Okay? So it's called sudden death. So one team kicks and misses. Now it's the other team's turn. So it's all down to one player basically. The kicker. Kicker goes kicks. It goes up. It hits upright and it goes in. They celebrate. Everyone goes crazy. Sudden death. They win. The other team loses. So he's like, you know, there's this game that's going on. It hit the upright, but based on where this game took place in the arena and the way the earth was rotating at that time of the year, the way that gravity works, it has an x% higher likelihood of going in between uprights. He took something that people care about, sports championship game, took a phenomenon and talked about it in his niche way. Had he talked about the Earth rotation at the beginning, no one would even care. So, the weird thing is it blew up. And he said he only took like 25 seconds to record a video and just talk about why it went in versus going out because when it hits upright, it has a you think a 50-50 chance. He says, "No, it has a higher chance of going in. " And they said, and he said the story was picked up by a local newspaper for the winning team. They said, "We won because it was ordained by God. " because they won or lost a coin toss. So, it was faded for us to win because had we been facing the other direction, it would have gone out. That thing has gazillion views. So, he explained it that way. Does everybody understand this concept? You have your niche expertise, which you're really good at. Once you've broken it down, you need to then talk about in ways that tap into what everyone's talking about right now. And there's lots of things you can tap into. Okay. So, those of you who are struggling to make content that connects, you've missed this fundamental thing.