# How to Launch Your App and Get Users Everytime

https://www.youtube.com/watch?v=XulqKxSMeOM

[00:00] No one gives a [ __ ] about you.
[00:01] They care about what it's going to do for them.
[00:03] The number one step in copywriting is understanding what do people want.
[00:10] And the biggest indicator of whether a launch is going to be successful or not is.
[00:12] And like the biggest misconception is that influencers [music] will do a good job selling your product.
[00:17] This is one of the biggest pieces of sauce that no one realizes [music] that the X algo really really looks at.
[00:26] How much money do you make?
[00:28] This year I'll make about a million dollars.
[00:30] A million dollars?
[00:30] How old are you?
[00:32] I'm 23.
[00:32] What do you do?
[00:33] I have an agency that helps software companies do Twitter launches.
[00:37] So like these like viral like a new startup came out.
[00:40] They just built their product and they want to announce it to the world.
[00:41] Either they want to announce it to the worlds or they have a big fund raise or a new feature launch etc.
[00:47] They'll come to me and I'll put together a big influencer campaign, a viral launch video and I'll orchestrate the whole thing end to end.
[00:56] And so some of our launches have gone as many as you know 10 million
[01:00] views across the influencer campaign, the main launch video etc. etc.
[01:04] Okay, got you.
[01:04] And how much do these companies typically pay you for a launch?
[01:07] They pay me anywhere from $70,000 to $150,000 for a launch.
[01:12] That is insane.
[01:15] Okay, so I've seen a many of your Twitter launches as a Twitter user myself.
[01:16] I we saw slash, triple whale, all of these have like two or three million views per video and then there's all these like sub accounts posting.
[01:24] And so like they really just come to you like, "Hey, we have this new feature we want to announce or their first version of their product that they want the world to know about.
[01:30] They want to do it on Twitter cuz that's kind of where the tech world lives.
[01:31] And basically you come up with a plan to A make a really high quality polished video that explains the product, but B like this influencer ecosystem to get as much exposure as possible.
[01:44] Yeah.
[01:44] Yeah.
[01:44] And like the way I look at it and and when most people see a launch like they see the main video and they think that's it.
[01:50] And so like when people come to me the biggest misconception is like we just need a video and then we're going to go launch it and push it out there.
[01:56] But really the more important part is the distribution around the video.
[01:57] Um and so
[02:00] like there's there's the main video and then any campaign we do we'll do any from anywhere from 30 to 100 influencers that then talk about the product and the launch as well.
[02:10] And that's honestly like one of the bigger pieces, right?
[02:13] Because the way I kind of look at a launch is I look at it like a club, okay?
[02:19] And if you look at a club a club will hire promoters and promoters what's their job?
[02:24] They need to bring hot girls into the club, okay?
[02:25] And if the club and the promoters do a good job that night, they'll bring hot girls, the girls will post on their story, then guys will come and the club will make a ton of money, right?
[02:35] And a launch is the exact same way where if we can pay promoters to talk about the launch as soon as the launch goes live and do all these things, you know, that the algorithm likes on X and on LinkedIn, then we should have a super viral launch because after that everyone will organically talk about it.
[02:50] And for example with like Meridian which we just did which was a super successful launch, that's exactly what happened, right?
[02:55] We paid the first 50 or 70 people to talk about the launch in the exact way we wanted them to and
[03:02] then all of a sudden the entire two or three days after the launch everyone was on the platform talking about it.
[03:09] So you kind of seed this initial like you're going to put a lot of effort into really high quality video and you're going to seed 20 or 30 people that are going to post something that you kind of tell them to post essentially.
[03:17] Exactly.
[03:19] And like the biggest misconception and like you know this because you're in content and you've been in influencer marketing etc. is that influencers will do a good job selling your product.
[03:30] That is the biggest misconception and the reason is because influencers they can sell themselves, they can post for themselves, but as soon as you pay for them to to do something they give you the biggest load of dog.
[03:39] They don't give a. Excuse my French.
[03:42] But they don't give a. And so what we do is we actually take all of the content and we we we bring in a content team.
[03:48] So around a launch we bring in a content team for every single influencer.
[03:52] They study the influencer's page and then they write content and make assets for that influencer.
[03:58] So everything we do is like super tactical and it comes from like a viral post out
[04:02] there that we've already seen out there.
[04:04] Wow.
[04:05] So you're going to have like this a huge list of all the influencers you're going to work with and then a content team's going to come in and actually write each piece of content, each post for these people.
[04:12] We're getting ahead of ourselves, but this is like very very interesting high level to understand the anatomy of a launch.
[04:17] I've been involved in many Twitter launches from WAP.
[04:18] You've been involved in some of the best Twitter launches in the world for tech companies.
[04:21] And so I'd like to make this like anyone listening if they want to plan a Twitter launch, like how do they go about it?
[04:27] And so I think the best way to go about this would be like you have a Twitter launch coming up.
[04:31] You just signed a new client.
[04:34] What is the process for actually orchestrating a launch?
[04:35] Yeah.
[04:38] So like one of the most important parts is the actual launch video.
[04:39] No matter what you do around the distribution, no matter how much you put into an influencer campaign, if the launch video itself isn't phenomenal and isn't revolutionary, new and cool, the launch won't do well, okay?
[04:54] And we've seen it, right?
[04:56] Like we've had a flop here and there.
[04:57] And the biggest indicator of whether a launch is going to be successful or not is how you position
[05:04] what you're launching.
[05:06] Does it feel novel, right?
[05:08] Like people on X come to the platform to find the new next thing that is novel, cool, unique and like revolutionary.
[05:13] And that's like why, you know, chat GPT, right?
[05:15] Or open AI when they launch something, they don't need to put anything behind it because what they're doing is cutting edge.
[05:21] It's it's it's, you know, the the newest wave.
[05:23] And so I mean there's of course two parts to that, right?
[05:27] There's the actual product that you're building and then there's how you can position the product.
[05:30] And so like you try to position the product in the most novel way possible.
[05:32] So like an example like Meridian, we just did their launch.
[05:38] Um you know, what sounds more novel between these two?
[05:42] Calling Meridian which by the way was a a software product to get your brand ranked in chat GPT, right?
[05:46] Like geo, right?
[05:49] Like SEO, the new form of SEO.
[05:52] What sounds more novel?
[05:54] Calling it a tool that helps your brand get ranked better and seen more and get more sales or saying the world's first AI SEO team
[06:07] to get your brand ranked number one by open AI chat sorry, chat GPT, perplexity and deep seek or something,
[06:15] right? Like what's more novel, unique and cool out of these two?
[06:18] for sure.
[06:19] And so it's like same tool, but you change the positioning, you you make it sound more novel and all of a sudden you have a much better like launch, right?
[06:27] This is something that I don't think is very common in the tech world, but copywriting, direct response where you focus on the outcome that the person receives by using your tool and not necessarily the features.
[06:35] And so is that basically you have a client come to you?
[06:36] Let's you say say Meridian.
[06:39] They come to you. Is that the basically the first thing you're trying to figure out is like how am I going to position this product?
[06:42] Like is that your job?
[06:44] It's my job 100%.
[06:45] And you're going to choose a positioning that's not just the feature of what the tool is, but more of like the outcome the person will receive.
[06:51] So you're going to say the world's first to make it look shiny.
[06:54] And then you're going to say that will help you rank number one on chat GPT, Gemini, whatever it is.
[07:00] Yes.
[07:00] Yeah, desired outcome, right?
[07:02] Like so and the way you find the desired outcome is through research, right?
[07:05] Like the the number one step in copywriting
[07:07] is understanding what do people want, right?
[07:09] Like what do people out there already want and need?
[07:13] And if you can fulfill that need and position your product as the solution to that desire and that need, then you'll do well.
[07:19] And like you know, if you're if you're wearing a sweatshirt, it's like why do you buy a certain sweatshirt?
[07:23] And for men it's probably like the fact that it makes them look cooler and them looking cooler makes them get more girls and more sex, right?
[07:32] Like that those are right?
[07:35] Um so so yeah, like that that's like the the positioning part of it.
[07:39] Okay, so that's probably your first conversation like how are we going to position this?
[07:41] Is that going to be like their first line of the video typically?
[07:45] The first line I always view is like a bold claim, okay?
[07:50] And then the next part of the video is backing up that bold claim.
[07:53] Um and the bolder you can make the claim, I always say this is like um how bold can we make a claim that is still defensible, right?
[08:03] Um and you know, for slash for example, right?
[08:05] Like our bold claim was we raised
[08:08] $60 million to build the world's first banking platform that allows you to open a business banking account without an LLC or an EIN.
[08:19] And so like novel, bold, the first world's first, amount of money raised etc. which is like a piece of ammo I view it, right?
[08:26] Like how much money a company raises cuz it gets attention.
[08:28] Um and so it's like that's always what we start with.
[08:31] Like super bold claim.
[08:33] And you can get creative with it, right?
[08:36] Like I don't know.
[08:36] If you're a software product, like let's talk about like Mobi for example with triple whale that basically like connects your entire tech stack.
[08:46] It's like chat GPT on top of your entire tech stack.
[08:50] The claim you can make can be around like amount of money you can make using the product or something like that.
[08:56] Something super bold.
[08:57] Increase revenue 32% just by turning this one AI Exactly.
[08:59] Yeah.
[09:02] Yes.
[09:02] Yes.
[09:02] 100%.
[09:02] And so that's that's the start is a super super bold, novel, revolutionary claim.
[09:08] It makes sense because the people watching the video need to understand what like what they're going to get out of this.
[09:11] Like what is the value for the person watching this video?
[09:13] And if they don't understand that right away they'll churn.
[09:16] Yeah, they don't give a about features.
[09:18] Yes.
[09:18] Exactly, dude.
[09:20] People only care about what they're going to get for themselves.
[09:22] And if you make this is another thing thing I I see people go wrong with is they make it about them.
[09:28] They We have been working on this for five years.
[09:30] I'm super proud to announce this product.
[09:33] This part how hard our team has worked.
[09:35] No, bro.
[09:35] Tell me right now what I'm going to do.
[09:37] For me.
[09:37] What I will get out of this.
[09:39] Yeah, and the same is with ads, right?
[09:41] Like if you go like which we can talk about later, but if you go into like advertising and making direct response ads, um no one gives a about you.
[09:50] They care about what it's going to do for them and how how you're going to benefit them in their life.
[09:53] And that makes more sense like as a content creator you should be thinking of how you serve the audience.
[09:58] Like that is like a more righteous way to think about making content, to be fair.
[09:59] We're We're making it sound like this like controversial harsh thing, but it's like no, like it makes sense.
[10:04] Like people are watching content, you need to help them.
[10:06] And it's not about your whole
[10:08] life story.
[10:10] Your ego needs to get out of it.
[10:11] Like you need to be very aware of how you're helping these people.
[10:13] But I mean, I think that like goes back to people being selfish, right?
[10:16] Cuz it's like everyone's selfish.
[10:18] Everyone wants to talk about themselves.
[10:21] And so, uh these founders, like everyone always wants to make it about them, about what they did, about their background, etc., etc.
[10:26] When in reality, it shouldn't be, right?
[10:28] Mhm.
[10:29] So, you have to come in like say, "No, this is not how it's going to work."
[10:32] And that's why they're hiring you, cuz you understand what goes viral.
[10:33] Yes.
[10:36] And the problem is it's like you've probably seen this.
[10:38] It's like being able to write copy, like I I didn't used to be able to do it like four or five years ago.
[10:42] I had no idea what I was doing.
[10:44] But it's like everyone always thinks that um they can.
[10:47] And everyone always thinks that like their way's the best.
[10:49] And like it creates tension, especially in like bigger teams, where it's like you have like a a large team and bureaucracy and red tape, etc.
[10:55] With people that don't understand, for example, like direct response and copywriting.
[10:59] And then you have to go in, I have to do this, and be like, "No, we can't do this."
[11:03] Um I don't want to mention, but there was definitely like a point where one of our
[11:08] launches where it was like someone wanted to completely like write a launch script themselves.
[11:16] And they thought it was good, and it just wasn't.
[11:20] And uh and I had to go in and and tell them no, you know?
[11:21] Yeah, cuz what you're valuing is like clarity.
[11:24] And being able to explain something at like almost like a fifth grade level that anyone can understand.
[11:28] If you're trying to get millions of views, most people can't read very big words.
[11:32] And they won't understand the technical jargon.
[11:34] And so, I see a lot of people in the tech world want to explain this innovation that they just did with all these like deep technical words trying to almost like show off their intelligence, where I'm like you're actually doing yourself a disservice, cuz no one's going to actually understand what you say.
[11:43] Uh 100%.
[11:46] say one word that someone doesn't understand, they actually you lose them.
[11:48] Like they're gone.
[11:50] And I mean, you look at Mr. Beast, okay?
[11:52] And like I I know you'll get this, too.
[11:54] If you If you watch a Mr. Beast video, he doesn't say like there is a a um you know, like a room, and there are there's money in the room.
[12:04] Like he will say, "There's $5,000 inside this box that can be opened this way."
[12:09] explains it to such a a level that like anyone in the world could understand.
[12:15] It's impossible to misunderstand.
[12:16] Impossible.
[12:16] Yes.
[12:18] So, I think that's really important like a rule to understand.
[12:19] Like you have you need to write write at a fifth grade reading level.
[12:22] So, first First, your like overall out like head headline is like the world's first outcome the person receives.
[12:28] And that's going to be the caption of the launch video.
[12:29] Pretty much, yeah.
[12:31] That's like the That's like actually what's said in the launch video, usually, to start, right?
[12:36] So, it's like I don't know, give me an example of a software, right?
[12:39] Like I would love to just use Slash, so we can stay consistent.
[12:40] Let's just use Slash, if that's cool.
[12:42] Um just we'll go through that entire launch video, just so we can kind of like see everything come together.
[12:47] So, what for Slash?
[12:49] We raised $60 million to build the world's first business banking platform that allows you to open an account without an LLC or an EIN.
[12:55] Let me show you how it works.
[12:57] Yes.
[12:57] The other thing is getting into uh how the thing works, right?
[13:02] How the product works, what it does, very, very quickly.
[13:06] Because every extra second is another spot where people go wrong.
[13:07] Every
[13:09] extra second um before you actually like give the payoff,
[13:13] right?
[13:13] Like the payoff of of how this thing works, um is, you know, people is opportunity for people to scroll and to not watch your video.
[13:20] Great.
[13:20] So, you you come up with the positioning to kind of understand mentally.
[13:24] And you're going to make that bold claim and kind of the same positioning is the same thing, basically.
[13:28] So, it's like we we invested The bold claim is like we spent $60 million, even though they technically just raised $60 million, but they're going to spin that to make this idea possible.
[13:37] So, you're using that language, "We spent $60 million to make it possible to open a bank account without an EIN or LLC."
[13:43] And you're saying that without the EIN or LLC, cuz that's like the core pain point of people in different countries, of beginner entrepreneurs.
[13:51] They can't start a business without that, but if they don't live in the United States, they can't get an EIN.
[13:53] Yeah.
[13:55] then they can't do business with people in the United States.
[13:56] So, it's a huge pain point.
[13:57] You make that crystal clear.
[13:59] Outcome you want, start a bank account in the United States without the pain point you're used to.
[14:02] Yes.
[14:04] And that's the first line.
[14:05] Exactly.
[14:05] you have to back that up, cuz everyone's like, "No way, that's not possible."
[14:09] "Bullshit."
[14:09] Right?
[14:10] Want to call you out.
[14:10] Yeah.
[14:10] Yeah, yeah.
[14:11] So, you show how it works, right?
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[14:39] Back to the episode.
[14:42] Um but you show exactly how it works and like what the wow moment in the eyes of the viewer is.
[14:47] Like what is this wow moment that this product can do that backs up that claim.
[14:53] Uh for Slash, it's not maybe as good of an example as uh for example, like Moby, which again, if we go back to that example, is we our claim there in Moby was that uh you know, it's the world's first agentic system.
[15:06] And now what I know, by the way, I wouldn't even called
[15:10] it agentic system.
[15:12] Too big of a word.
[15:13] I would have I would have done something simpler.
[15:15] It was trendy in tech.
[15:18] It was, yeah.
[15:18] Um by the way, like when I started this, I didn't even know what an agentic system or an agent was.
[15:23] You know?
[15:23] Um that can make like any brand owner $100,000, right?
[15:28] In 30 days or something.
[15:30] That was like the bold claim there.
[15:32] And then the backing it up is showing how it works.
[15:35] And so, we basically then showed how it can do that uh via these wow moments, these spectacular insane moments about the product and what it does.
[15:42] And you need to pull those out.
[15:44] You basically need to look at the product and say, "What are the coolest things that this can do that solves problems people face every single day?"
[15:53] And and how can we show that this solves that problem?
[15:56] Uh like if you look at like Image Gen, right?
[15:58] Like OpenAI's Image Gen.
[16:01] When that came out, it went nuclearly viral, right?
[16:05] Um like the fact that it could just generate an image in like 2 minutes
[16:11] that used to take a designer like 30 days or or whatever, right?
[16:17] Is a wow moment.
[16:17] It is a wow moment in the eyes of of a viewer, because it solves like a massive problem.
[16:20] And so, like anyone that has a software out there needs to go in and look and say, "What are these wow moments?
[16:27] What are these crazy things that my product can do that solves problems that people already have?
[16:33] If your product doesn't solve a problem that people on Reddit are already talking about, that people on X are already talking about, then you probably don't have a good product in the first place, by the way.
[16:43] And you need to demonstrate it.
[16:43] So, you try to find that wow moment and then very visually demonstrate it as quickly as possible.
[16:49] Even if it is actually clunkier to set up, for the sake of a launch video, you just want to show, "Do this, you get this output."
[16:58] Yes.
[16:58] Damn it.
[17:00] I mean, it it goes back to like show, don't tell, right?
[17:02] Like we learned this in fifth grade.
[17:03] But this is like a very like simple concept that everyone learns that I see so many launches also don't do, is that they don't walk the viewer
[17:11] through how it does it, and it doing it in real time.
[17:14] That's the other thing, in real time.
[17:17] Not like in past tense, not like um what it can do.
[17:20] No, in real time.
[17:23] Let's say you're a blank brand, go in, open a blank, you know, click here, and then here's what happens, right?
[17:28] And it's like present tense, like right now Moby is doing blank, or right now Meridian is scanning through billions of sites.
[17:37] So, you're walking them through, and they're immersed.
[17:41] And then you can talk about the production and and post-production and like getting the the video right to like immerse the viewer and what's going on.
[17:47] But you have to say it in real time and demonstrate to walk them through what's going on.
[17:51] Yeah, you always have like The thing that stands out about your work so much to me is how quality the animations are.
[17:55] Yeah.
[17:55] How tight the script is.
[17:57] Like it's like beautifully articulated and very clear like psychology principles, perfect pain, problem, solution, everything.
[18:03] And then very clean animations that are very professional that perfectly visualize what the product does, but not holding yourself,
[18:12] Oh, I need to use the actual product.
[18:14] And be too literal.
[18:14] Like it's like it's a animated version of the product, where you're taking a few liberties just for clarity.
[18:21] And there's a fine line, right?
[18:23] Like like good video making um is the audio and the visual line up one to one.
[18:28] And like if you watch a Mr. Beast video, saying matches what you're seeing.
[18:32] Exactly.
[18:32] Exactly. And the closer they match, the better the video.
[18:36] And like one of the reasons why Mr. Beast is the best YouTuber in the world is because everything lines up perfectly, right?
[18:43] And if he has a complex topic that he needs to describe, he, you know, gets creative in the way with with animation, with 3D, etc., right?
[18:53] And so, there's a there's a fine line you have to walk, right?
[18:55] Because you don't want it to be so abstract, a launch video, where it doesn't feel like you're in the product at all, okay?
[19:00] And it feels fake, right?
[19:02] Because then you lose trust with the viewer.
[19:04] But you also want your audio and visual to line up one to one.
[19:10] And so, like there's so many examples in launch videos of things that the product
[19:13] doesn't actually do um that we almost make it seem like it does.
[19:17] And the the biggest one would be like for example, this computer vision.
[19:19] when we're talking about the AI or the computer scanning something or understanding something.
[19:22] And it's basically like these red boxes with like a It's a It's a plug-in, by the way.
[19:28] It's fully just a plug-in.
[19:34] Um and and um you know, that allows you to visualize like a computer scanning.
[19:38] That doesn't actually happen, by the way.
[19:40] None of that actually happens.
[19:42] But the the thing is is that you need uh the the the visual and the and the audio to line up one to one.
[19:45] So, there's certain areas when you're editing a video, and uh you know you're going into the the post-production that you need to do that in order to make the video good.
[19:56] in order to get the You're trying to visualize computer vision and so you're just like putting these like red boxes that simulates a computer looking at something.
[20:05] That's really cool and you're that you're using that to communicate the AI scans your documents and then you just show that even if it's not all how it happens.
[20:11] Exactly.
[20:12] It helps communicate
[20:14] what you're saying. Right, right. Okay,
[20:15] cool. So let let me make sure this is
[20:17] clear. So first it's like the bold claim
[20:20] desired outcome basically like what
[20:21] you're going to get. Then you need to
[20:22] back up that bold claim so you need to
[20:24] kind of showcase the unique mechanism.
[20:25] Like what is the how were they able to
[20:27] solve this problem? So then people are
[20:29] like holy [ __ ] that actually is real.
[20:30] Through through the wow moments of the
[20:32] product.
[20:32] >> moments. Okay. Yeah. And then to
[20:33] showcase that you want to make sure
[20:35] you're what how you're basically walking
[20:37] through this. This is probably like a
[20:38] 30-second thing at probably around
[20:39] there.
[20:40] >> Yeah. Where you're like and we're able
[20:41] to do this through this new agentic
[20:43] system that views your computer and sees
[20:46] what's on your screen and then gives you
[20:47] live recommendations and analytics on
[20:49] how you whatever blah blah blah blah and
[20:51] then you're showing that all visually.
[20:53] Then what happens?
[20:54] Okay. So then
[20:57] um
[20:57] this depends, okay, on the launch. We've
[21:00] done it both ways
[21:02] and I think it depends on the product
[21:05] and who is launching it. And
[21:09] occasionally we'll go into social proof
[21:12] and trust, okay?
[21:13] >> Okay. And
[21:15] if you are a Triplewhale, okay, who's
[21:19] been around for 5 years who everyone in
[21:21] D2C and e-com knows for example.
[21:23] Triplewhale Moby is a software or a
[21:27] Shopify app that helps Shopify founders
[21:29] track all their analytics, their sales,
[21:31] much much more. But high-level to
[21:32] Shopify app that helps e-com brands.
[21:34] Right, right. And they're one of the
[21:36] biggest in the space, right? Like if you
[21:37] are in e-com you know Triplewhale and
[21:39] you've known these guys forever. You
[21:41] don't need social proof, okay?
[21:42] Triplewhale making an announcement in
[21:44] this space in the category they're in
[21:46] they don't really need it.
[21:47] >> They're the authority. They are the
[21:48] authority already, right? Like that just
[21:49] their name is enough.
[21:51] If you're launching a brand new product
[21:52] you're a first-time founder etc. you
[21:54] probably want to add some of that social
[21:56] proof. How many
[21:57] companies use you guys already? What
[21:59] some of the results have been? Who
[22:01] you're backed by? Who your investors are
[22:03] etc. Take that time there. Towards the
[22:06] end after you've gone through like the
[22:07] proof of your claim and you've
[22:09] thoroughly backed up your claim.
[22:12] After that
[22:13] in all of our launches comes a lead
[22:16] magnet and a giveaway. Mhm. And this
[22:18] comes to how the Twitter and LinkedIn
[22:21] algorithms work and how they serve
[22:23] content. And like a lot of people don't
[22:24] know this but the Twitter algo was
[22:29] open-sourced. Elon bought the platform
[22:30] and open-sourced the algo. You can go on
[22:32] GitHub, you can watch YouTube videos on
[22:34] it. You can see how the algo works. And
[22:36] there's two sides to the algo. There's
[22:37] sourcing and there's ranking. Sourcing
[22:40] is will the algorithm take your content
[22:43] and show it on the for you page at all
[22:45] and then ranking is how high up will you
[22:47] be shown on the algorithm.
[22:49] Sourcing again are you going to get
[22:51] shown at all? Yes or no to a specific
[22:53] user.
[22:54] The biggest indicator in sourcing is a
[22:57] retweet, okay?
[22:59] The biggest indicator in ranking and how
[23:02] high up you'll be cuz it's like great if
[23:04] you get sourced but you're number 750
[23:06] out of 1500 preloaded posts.
[23:09] Great like you know you're not going to
[23:10] get seen. That's not a viral video.
[23:12] Ranking is how high up and like any of
[23:15] our launches if you were in sort of like
[23:17] niche of the launch it would have been
[23:20] one of the first or second things on
[23:21] your for you page on the X on X. And the
[23:24] reason is because they they ranked very
[23:26] highly the launches. And ranking the
[23:28] biggest indicator is a reply.
[23:33] But not only just a reply a reply and
[23:34] then a reply back from the tweet author.
[23:37] This is one of the biggest pieces of
[23:38] sauce that no one [ __ ] realizes that
[23:41] the X algo
[23:43] really really looks at
[23:45] did the person reply and then did the
[23:48] tweet author reply back.
[23:51] Whoa. And if you see a launch out there
[23:53] and you see all these replies and you
[23:55] don't see the author replying back
[23:58] the massive miss. Massive miss.
[24:00] >> Do you need to reply to all of them?
[24:01] Three of them? Five of them? All of
[24:03] them. Yeah. Yeah.
[24:05] And to me the way I read into that is
[24:08] like the the platform, right? They want
[24:10] a viewer or they want a user to spend as
[24:12] much time as possible on the platform
[24:14] because then they can serve more ad
[24:15] space.
[24:16] They more inventory essentially.
[24:18] >> want to incentivize engagement and that
[24:19] you're not just like extracting value.
[24:21] So that makes a lot of sense to me.
[24:23] Yeah. Okay, that this is what I we've
[24:25] done a lot of Twitter launches at [ __ ]
[24:27] and I've orchestrated all of them. And
[24:28] so
[24:29] the one thing I noticed about you is you
[24:30] always something we've never done is a
[24:32] lead magnet where like you'll even in
[24:34] the launch you'll say comment this word
[24:36] and we'll give you a free guide on how
[24:37] to use it.
[24:38] >> Yes. And then then you're just
[24:39] incentivizing everyone to comment to
[24:42] maximize the engagement and then you're
[24:43] actually giving them value which kind of
[24:44] triggers reciprocity. And it also kind
[24:46] of educates them on your product too. So
[24:48] I was like this is like the most genius
[24:49] engagement hack ever. Cuz it's a launch
[24:51] video you're already getting a ton of
[24:52] eyeballs. This is just going to push it
[24:54] way further in the algorithm and you're
[24:56] getting people a free guide that helps
[24:57] And and you could get them into the
[24:59] funnel, right? So it's like this is done
[25:00] really well. Email capture exactly. So
[25:02] for Meridian what we did was we they
[25:06] devved out they developed a way to check
[25:08] how you're ranking
[25:10] with ChatGPT all the platforms and you
[25:13] enter your link you enter your domain
[25:15] and then it gives you a score basically.
[25:17] And
[25:18] with that for example
[25:20] we could have we didn't. We wanted as
[25:22] many people trying the product. We could
[25:24] have put it an email capture.
[25:28] And then hit them right in an email
[25:31] but also it like gives them a taste of
[25:33] the product and like they want more,
[25:34] right? Like after they see their search
[25:36] score okay now they want to improve it,
[25:37] right? Now the user wants to improve it.
[25:39] So that for example
[25:41] was an example of like something that I
[25:43] think was really well done.
[25:44] >> Meridian you gave them a search score
[25:45] where basically if they click this if
[25:47] they comment this word you'll send them
[25:48] a link that was an automation just what
[25:50] Twitter what Twitter tool do you use for
[25:51] automation? We actually don't automate.
[25:53] We do it manually. Yeah just in case I
[25:55] don't know. Maybe it's in my head but I
[25:57] get worried like if it goes super viral
[26:00] too many DMs going out that that
[26:02] something could happen.
[26:03] >> Okay and then you just made this like
[26:04] quick little tool that will like
[26:05] basically give them like a random score
[26:07] zero to 100 based Zero to 100 and then
[26:09] show them the actual prompts that were
[26:11] put into to ChatGPT. So like let's say
[26:13] you're Athletic Greens for example,
[26:15] okay? You type in Athletic Greens into
[26:17] the domain and then
[26:19] sorry into this tool we made and then
[26:21] what the tool does essentially is it
[26:23] goes and runs prompts best greens powder
[26:25] best blah blah blah through the APIs
[26:28] through Open AI's API etc. And it comes
[26:30] back and it returns a score and it said
[26:32] you were number two and Gruns was higher
[26:35] than you for example, right? And we gave
[26:38] this for free. It cost the company
[26:40] money. It cost Meridian money. We gave
[26:41] it for free and we gave this like
[26:43] one-page report that was generated in
[26:44] like two minutes.
[26:47] And then they could click a button and
[26:48] be like you know sign up try Meridian
[26:50] now. It's actually useful. It's actually
[26:52] useful.
[26:52] >> solves a problem that's relevant to
[26:53] them. And so it's actually like the
[26:55] first step action they need to take to
[26:57] use the product and it's a very quick
[26:59] win. Yeah. So it's like it makes them
[27:00] even more aware of their problem. It's a
[27:02] I mean it solves a bunch of things,
[27:04] right? Like A we know we need
[27:06] algorithmically a lot of people at a
[27:08] high percentage to repost the video and
[27:10] comment on the video, okay? So how do we
[27:13] do that? We dangle a carrot in front of
[27:15] their face and say hey you want this
[27:17] thing? Okay, in order to get this thing
[27:19] repost and comment and then we'll send
[27:21] it to you. They have to retweet and they
[27:22] have to comment a keyword.
[27:23] >> Yes. Exactly. Okay and then you send
[27:25] them that thing it actually gets your
[27:27] email so now you can like actually start
[27:28] building an email list to start selling
[27:30] them in the future cuz they've shown
[27:31] intent. And then on top of that you're
[27:33] helping them solve a problem or become
[27:34] more aware of the problem that your
[27:36] product solves. Exactly. By giving them
[27:37] a hey your score is really low. You
[27:39] actually need to work on this and that
[27:40] validates that. Exactly. And kind of
[27:41] builds trust and authority with the
[27:43] relationship with the customer. Yeah,
[27:44] yeah. And then even better is like hey
[27:47] can this be something that like is viral
[27:48] and people talk about? Mhm. And so like
[27:50] for example something we did with
[27:52] Meridian is we wanted to like really
[27:56] build up the perceived value of this
[27:58] giveaway. And so what we did was people
[28:02] would just like comment something. They
[28:03] wouldn't even comment the keyword which
[28:05] was Meridian for the giveaway. Mhm. But
[28:07] like you know a big brand founder would
[28:09] comment and we went in and ran the thing
[28:12] for them and then just replied with a
[28:13] screenshot and said like you need to do
[28:15] some work here. Ah. Wow so even like
[28:17] just that's so smart. [laughter] That's
[28:18] a lot of work. It is a lot of work. But
[28:20] those details matter.
[28:22] >> my VAs on it.
[28:23] >> [laughter]
[28:24] >> And if you go on that post you'll see a
[28:25] bunch of replies. We should have even
[28:27] done more to be honest.
[28:28] >> That's almost like public like
[28:29] accountability.
[28:30] >> Yeah. It's like their company's going to
[28:31] see that and someone in their company is
[28:32] going to be like [ __ ] that's my job. I
[28:34] was supposed to be doing that.
[28:35] That's hilarious but it's so smart.
[28:37] Okay, cool. So that makes a lot of
[28:38] sense. So you have like this bold claim
[28:40] you position the company you have a bold
[28:41] claim with a desired outcome and then
[28:43] kind of like a objection handler. And
[28:45] then you have the wow moment
[28:47] demonstration. And then if you are a
[28:48] smaller brand you want to do social
[28:50] proof like this is used by XYZ brand or
[28:52] we are trusted by 2000 people or backed
[28:55] by Peter Thiel. Exactly. Just one line
[28:57] not all of them just like one quick
[28:59] social proof like we're legit. And then
[29:02] you're going to vary at the end and say
[29:03] just for thanking you for watching this
[29:04] video we want to offer you a free guide
[29:07] if in the next 24 hours if you just
[29:08] comment and retweet this video we'll
[29:10] send you this Meridian AI SEO score
[29:14] report. Just comment this word and we'll
[29:15] send it to you. And then Can I add one
[29:17] thing?
[29:17] >> Yes. The one thing in in the other area
[29:20] I see people go wrong is validate that
[29:23] your giveaway is a good [ __ ] giveaway
[29:25] by by making sure there's like people do
[29:27] giveaways on LinkedIn and X all the
[29:29] time, okay? And you'll see this on on
[29:33] like any algorithm, right? Like I used
[29:34] to post TikToks for example and I would
[29:37] remake the TikTok practically word for
[29:39] word and the TikTok would go viral two
[29:41] times the same concept, right? And the
[29:43] reason I say that is because validate
[29:45] that your giveaway is a good giveaway
[29:46] that people actually want by copying a
[29:49] giveaway out there already that's
[29:50] tangential or in niche.
[29:53] And just copy it. And the reason is is
[29:56] because there's validation and there's
[29:57] proof that hey, this giveaway performed,
[29:59] okay? This was something people actually
[30:01] wanted.
[30:03] Yeah, go ahead.
[30:18] Yeah.
[30:28] Either selling or giveaway. Like another
[30:29] one we did this guy on LinkedIn it went
[30:32] nuclearly viral. He was giving away a
[30:36] Slack media buyer. So like it buys your
[30:39] ads on Facebook
[30:41] and like you can talk to it in Slack.
[30:44] And it went nuclear. It went like like
[30:48] on LinkedIn like 20,000 comments.
[30:52] Why we can build our own AI media buyer
[30:54] in Slack and like you know that is a
[30:56] better there's a better chance that that
[30:58] giveaway is going to do super well
[31:00] because it's already proven, right? Like
[31:02] people in the in that niche have proven
[31:04] that they want this, right?
[31:11] This is like expert level advice here.
[31:13] That that alone adding
[31:18] Yeah.
[31:28] Yeah.
[31:36] Thank you.
[31:45] Yeah.
[31:47] Yes.
[32:04] Yeah. So we actually had two in this and
[32:06] one got nuked by their compliance team.
[32:11] Okay, so the
[32:14] we said like Slash offers every user
[32:17] regardless of banking size non-Mumbai
[32:21] 24/7 customer support. And so that
[32:24] little line alone got like a Levels
[32:27] quote repost on that.
[32:29] Yeah.
[32:30] Yeah. And like everyone commented.
[32:32] Everyone's like there's no way he just
[32:34] said that. And it's that like little
[32:36] subtle subtle thing that you throw in
[32:39] that like almost like you know gets
[32:41] brushed over but then gets someone to be
[32:42] like wait, is that was that real? Did he
[32:44] just say that, right? With Meridian um
[32:48] we purposely there's certain communities
[32:51] on X that are easy to piss off, okay?
[32:53] The UGC community super easy to piss off
[32:56] and the SEO community super easy to piss
[32:58] off. And I knew going into that I'm like
[33:00] I want to piss off the SEO community,
[33:03] okay? Purposely. And the reason I wanted
[33:05] to piss off the SEO community is because
[33:08] they're going to start commenting.
[33:09] They're going to start quote posting.
[33:10] And it worked by the way. We had like
[33:12] hundreds of them raging like getting
[33:14] really upset about it. And little did
[33:16] they realize that they were just
[33:17] distributing the hell out of this post
[33:20] for us, you know? Um so and the one we
[33:23] got clipped on I'll say it cuz I think
[33:24] it's really funny and I was proud of it
[33:26] and I was upset that it got clipped.
[33:29] was um
[33:31] uh another like feature that we wanted
[33:33] to highlight in the Slash launch was
[33:35] that
[33:36] Slash also allows you to open up
[33:38] unlimited virtual credit cards. Let's
[33:40] say you want to give your virtual
[33:42] assistant a card but don't want him
[33:43] spending your money on OnlyFans, block
[33:46] it and Slash will automatically reject
[33:48] any of those hosts.
[33:55] >> [laughter]
[33:56] >> But I love it. You have to like
[33:57] experiment and tow the line cuz that's
[33:58] like
[34:03] It's neutered, bro.
[34:11] Neutered.
[34:15] Okay? It is it is so vanilla. And if you
[34:18] can just like be willing to tow the line
[34:20] a little bit
[34:22] a little bit, you know, you can you can
[34:24] do very well.
[34:34] Yeah.
[34:44] Non-Mumbai.
[34:46] Yeah.
[34:56] >> [laughter]
[34:58] >> Exactly.
[35:02] Yeah.
[35:07] Right.
[35:08] If they do
[35:12] Yeah.
[35:14] Or Filipino, right?
[35:19] was like do you ever notice like and I
[35:21] have a ton of Filipino people that work
[35:24] for me. I love them. They're freaking
[35:26] awesome. But you ever notice that like
[35:28] Filipino people like are very
[35:31] professional. And so they say like yes,
[35:33] sir a lot. And like I wanted to like
[35:35] play off that and just like in a Slash
[35:38] video
[35:40] um
[35:40] have Victor calling
[35:43] uh calling like MX support and it's just
[35:46] like the the terrible customer support.
[35:48] The terrible like yes, sir. Yes, sir. We
[35:50] offer it without yes, sirs.
[35:52] >> [laughter]
[35:53] >> Uh that's funny, too. I think that's so
[35:55] important understand like the cultural
[35:56] relevance and like being willing to like
[35:58] take a few brand risks like that. Like
[36:00] it's really not a risk. You're not going
[36:01] to get canceled. The product is [ __ ]
[36:03] amazing. Like but just like those little
[36:05] pieces are what make it a beautiful
[36:06] piece of art and make it get millions
[36:09] and millions of views. So you have that
[36:11] video that's like high level what the
[36:12] core
[36:14] launch video is. So that is the asset.
[36:16] Now it's like okay, we have this asset.
[36:18] Those are little hacks to get organic
[36:20] algo pull.
[36:22] But to ensure guaranteed tens of
[36:24] millions of views
[36:26] you have this influencer
[36:29] push orchestrated
[36:31] art piece lined up before the video goes
[36:33] launch to make sure that it's going to
[36:35] get immediate push.
[36:37] And so I want to go into how you
[36:39] structure that, how you think about
[36:40] that. But how many views did do your
[36:43] launch like what is the most views one
[36:44] of your launches gotten? Collectively
[36:46] across the actual video itself, quote
[36:49] tweets, and then the influencer tweets.
[36:50] Meridian did around nine nine million
[36:52] something like that. But that doesn't
[36:54] include LinkedIn because we don't know
[36:55] LinkedIn impressions, right? Because
[36:57] only the post author knows and we we
[36:58] didn't ask for it. So One video, nine
[37:01] million people in tech which is like one
[37:04] of the most valuable audiences B2B
[37:06] hearing about that is in nine million
[37:08] business owners.
[37:11] >> [laughter]
[37:13] >> No SDRs, nothing. His calendar was like
[37:16] for three weeks out just demo demo demo
[37:18] demo demo every 30 minutes.
[37:20] I was so proud of it. It was awesome.
[37:24] So let me let's go into so step one,
[37:27] that is a marketer's job. Make that
[37:30] video, understand direct response, build
[37:31] out everything we talked about. If
[37:33] you're working on a launch video, put
[37:35] transcribe this podcast, go through
[37:36] ChatGPT, summarize what we just talked
[37:38] about and just make sure you're hitting
[37:40] all of those and then help you write a
[37:42] post that way. Or just pay me $100,000.
[37:44] 100k. But we got all at levels of the
[37:47] spectrum here. But if you raise, hit up
[37:48] Matt. So next, you actually have that
[37:51] piece of content ready. Now it's time to
[37:53] prepare for the actual launch. So now
[37:55] it's like the logistics of marketing. So
[37:57] you have the video posted, you know
[37:58] whose account it's going to go on
[38:00] probably the founders, and then you're
[38:01] going to have you know the caption,
[38:02] great. So and you know what's being
[38:04] pushed in the video. Now you want to
[38:06] partner with creators and influencers on
[38:08] X, but you don't want them to just like
[38:10] glaze the post or retweet it. You want
[38:11] them to have like sub narratives that
[38:13] enhance different angles. Maybe these
[38:16] features didn't make the video, but if
[38:18] they are interesting or it's just a
[38:20] different way of explaining to a
[38:21] different base of people. And so it's
[38:22] different context that matters to them.
[38:24] And so please explain to me your like
[38:27] how many influencers are you working
[38:28] with? Yeah. So it depends. Anywhere from
[38:32] anywhere from on a small launch 30 or 40
[38:36] to a big launch 100 100 people all
[38:39] orchestrated uh like an hour or two
[38:42] hours after the launch goes live is when
[38:45] you want all of this to go out, okay?
[38:47] All this
[38:48] stuff to go out. The other thing about
[38:50] the influencer side of things is um you
[38:54] want a couple things. You want a post
[38:55] from the influencer and then you also
[38:58] want them to do all the engagement
[39:01] metrics that we want on the main launch.
[39:03] And so what that is is that's a repost
[39:05] and that's also a comment on the main
[39:07] launch. And so you want them to do that
[39:09] and then you want to encourage them as
[39:10] well. And we do this via just like and a
[39:13] lot of them will, right? Because we give
[39:14] them a ton a ton of deals they'll just
[39:16] do it for us also engage with each other
[39:18] so they ping pong off of each other. And
[39:20] so they all engage with each other. That
[39:22] is like just one part of it. But then
[39:23] there's like the main post that we want
[39:25] from each influencer and that like
[39:27] depends, right? And this is also like
[39:29] you need to have a feeling like you have
[39:30] this feeling, I have this feeling cuz
[39:32] we're chronically on X and we're
[39:33] chronically on LinkedIn of what content
[39:36] works out there, okay? And especially
[39:38] what content works in this niche. Mhm.
[39:40] back to doing [ __ ] research. Goes
[39:42] back to like sitting down when you're on
[39:43] the launch post when you're doing a
[39:45] launch to spending like 10 hours or 20
[39:48] hours seeing what everyone in this space
[39:51] is talking about and then what content
[39:53] is an outlier in this space. What are
[39:55] the outliers? And save those and then
[39:57] copy them, right? Copy them on the
[39:58] influencers. And so like find basically
[40:00] we'll put together
[40:02] a a post guide.
[40:04] And like in the post guide we have like
[40:06] 20 referenced examples of viral posts in
[40:10] the niche of the launch. Mhm. And then
[40:12] we basically try to plug and play those
[40:14] into each influencer. And so what we can
[40:16] end up doing and you'll see is because
[40:19] like we know X and we know LinkedIn
[40:22] often times our sponsored post on the on
[40:25] the influencer's page does way better
[40:28] >> 100%
[40:28] >> than their average post. Like leaps and
[40:31] bounds better. And then the other thing
[40:32] you need to do is you need to make um
[40:35] like visual assets for each influencer.
[40:38] Because the influencer's not going to do
[40:39] it themselves, okay? And you know, a
[40:42] post without an image or video and a
[40:44] thread without an image or video sucks.
[40:46] So you need to make assets. If the
[40:48] influencer's like a super high leverage
[40:50] influencer and we feel that they could
[40:51] drive a ton of demos or a ton of
[40:53] impressions Mhm. we will custom make and
[40:55] like go in and have my design team and
[40:57] my editing team custom make the assets
[40:59] for that influencer to then post. If
[41:02] they're not we'll have like what we call
[41:03] out of the box assets and so like every
[41:05] launch will have like 20 different
[41:07] assets about the product that we plug
[41:09] and play into the post.
[41:10] >> Got you. So for like for us for example
[41:12] how I would think about it is we did
[41:13] like a payments launch where we launched
[41:14] like three different things. Multi PSP
[41:16] orchestration, crypto pay and payouts
[41:18] and then global pay and payouts. And so
[41:20] the crypto is like one small piece of
[41:21] it. So what we could have done is worked
[41:23] with the creator on like that has like
[41:25] maybe 20,000 followers and said hey we
[41:27] want you to quote tweet our launch video
[41:29] and about 30 minutes after it goes live
[41:31] make a thread with the quote tweet of
[41:33] how anybody can use crypto payouts. And
[41:36] so you're going to write a thread just
[41:38] about the crypto section that goes more
[41:39] in depth but it's more about like how
[41:41] this can impact people in their niche.
[41:43] >> Yes.
[41:43] >> And it's more explaining the crypto
[41:46] aspect of it. So you're pulling one
[41:47] piece and then have another piece of
[41:49] content that's going to go deeper on
[41:50] that angle.
[41:51] >> Yeah. Interesting. And and here's here's
[41:53] another example, right? So like Moby
[41:56] which was Triple Whale again if we go
[41:57] back to that example one of the really
[42:00] you know top performing like posts was
[42:03] like and you could see this, right? Like
[42:05] people always compare models. So they'll
[42:07] go like Deep Seek versus uh Gemini Yeah.
[42:11] And they're like I tested it with 20
[42:12] different props. Here were the results.
[42:14] >> Mhm. And so like that's the reference,
[42:16] right? That's like the reference point.
[42:17] And then we did that. So we did like
[42:19] Moby v ChatGPT or something like that,
[42:21] right?
[42:22] >> Mhm. And and the influencer posts or
[42:24] like uh Shackleford, right? Like Nick
[42:26] Shackleford. He's a big influencer in
[42:27] the D2C community for example. um He was
[42:30] like here are you know like it was like
[42:33] Triple Whale just launched Moby and it's
[42:35] insane. Here are five different ways uh
[42:38] you know we can use it at Bread which is
[42:40] his brand.
[42:40] >> Wow. So you're kind of making putting in
[42:42] real practical terms. So it's like
[42:44] they've made this announcement video
[42:45] that's kind of like here's the
[42:46] explainer, here's the technology, here's
[42:47] like the broad outcome but then here's
[42:49] like five then the sub tweet from a guy
[42:51] who actually owns a brand is like here's
[42:52] five ways that will actually be used in
[42:54] our business specifically.
[42:55] >> Yeah.
[42:56] >> And then you're writing that content for
[42:57] them. Yeah. Wow. Yeah. Exactly.
[42:58] >> So smart. Okay, so how are you choosing
[43:00] who to work with?
[43:01] Um at this point it's like we have
[43:04] 100 150 Mhm. of some of like really like
[43:06] big people with negotiated rates just
[43:09] sitting in Slack Mhm. for our deals to
[43:11] come in at this point. Just just because
[43:13] of like the volume we've done now.
[43:15] >> Mhm. Um but every launch we we outreach
[43:18] to more people. It it's you know, it's
[43:21] just a game of like finding creators
[43:23] that have very high engagement and then
[43:25] like also I think the other thing is
[43:26] like um engagement's not everything,
[43:29] right? Like this is the same on TikTok,
[43:30] same with Instagram influencers. It's
[43:32] the exact same idea. I look at people
[43:33] that have people that know, care and
[43:35] love them. Mhm. Okay? Those three things
[43:37] cuz that's influence in my opinion.
[43:39] Know, care and love.
[43:40] >> Absolutely. And the way you can tell is
[43:42] not just by like hey how many total
[43:44] likes does this person get? No, it's
[43:45] like are people commenting and being
[43:47] like yo like another [ __ ] bomb Jimmy.
[43:51] Like this is amazing. Like you're the
[43:52] [ __ ] man. I love you. Are people like
[43:55] do people like know about Jimmy's
[43:56] personal life, right? Like all these
[43:58] different things that relates to
[44:00] influence and trust and then like
[44:01] booking a demo from them, right? And so
[44:04] like I'll give you the example with like
[44:05] this guy Nick Shackleford. Go look him
[44:07] up, right? He's an influencer we work
[44:08] with all the time.
[44:09] um
[44:10] People know his business inside and out,
[44:13] Okay. like cuz he talks about it all the
[44:14] time. He talks about a ton of tactical
[44:16] stuff. He talks about how much money he
[44:18] makes. He has people that know, trust
[44:21] and love him. He's a high leverage
[44:22] influencer that can book a lot of demos.
[44:24] Warp just released a new app store that
[44:26] gives software developers instant
[44:27] distribution. Warp is a community
[44:29] platform where creators install apps
[44:31] into their community. Think of it like
[44:33] Discord bots but instead of bots they're
[44:35] full blown web apps. Developers just
[44:37] list their apps on the Warp app store
[44:39] and then creators install them in their
[44:40] community and sell them to their
[44:42] audience for you. This is a very high
[44:44] leverage distribution channel because
[44:46] just getting one creator to install your
[44:48] app into their community could get you
[44:50] thousands of paying users. There are
[44:52] over 100,000 mainstream creators on the
[44:54] platform like Airack, Drueski and Iman
[44:57] Gadzhi who are waiting to install your
[44:59] apps. And Warp does more than just
[45:01] distribution. The new Warp API also has
[45:04] payments, memberships
[46:28] [clears throat]
[47:49] and authorization built in.
[47:51] >> retweets and comments on the post
[47:52] immediately. um And so like that's a big
[47:55] thing that we're trying to do. Uh the
[47:57] other thing is that and these are you
[47:59] have to know somebody Mhm. but there's
[48:01] like a lot of like faceless accounts
[48:04] Mhm. that they're not necessarily to
[48:05] book demos and they're not necessarily
[48:07] kind of goes against actually what I
[48:08] just said. Mhm. um but their purpose is
[48:11] just like amplification. Mhm. And so
[48:14] like there is like Chase Passive Income,
[48:17] Okay. He's a guy on X that that we're
[48:19] connected to.
[48:20] >> Mhm. And he like is just a [ __ ] poster,
[48:23] okay? He just like memes but he gets a
[48:24] lot of attention. And so like having
[48:27] five, 10, 15 accounts like that that you
[48:29] can plug in to a launch um can can
[48:33] really amplify
[48:34] >> like have a huge following just hitting
[48:36] retweet for 500 bucks or whatever. Yeah.
[48:38] You kind of have to play it like a video
[48:39] game though. And and I'll tell you
[48:40] another area uh where you can go wrong
[48:44] is um and and this is in my opinion just
[48:47] from my experience, okay? I don't have
[48:49] cold hard data to back this up.
[48:51] >> Mhm. um but it's like you put the wrong
[48:54] gas at the wrong time. Mhm. I mean by
[48:56] that is if you take like a massive theme
[48:58] page
[48:59] >> Mhm. uh that we have connections to and
[49:01] you put that theme page on within 10
[49:03] minutes of the post going live in my
[49:05] opinion you kind of get served to the
[49:07] wrong audience. Mhm. Because you get You
[49:09] get people watching, right? And then the
[49:11] algo like looks and says hmm these
[49:13] people didn't engage very heavily uh
[49:16] because they're not like core base. Core
[49:18] base, right? Like the way the algorithm
[49:19] works is it sends out to a small group
[49:21] of core base uh at first. Sees how they
[49:23] respond and then opens it up, right?
[49:26] After. That's like how basically every
[49:28] algorithm works.
[49:28] >> Yeah, tranches. Right. Okay, core
[49:30] follower base. Did they engage like
[49:31] standard typical or more more great?
[49:34] Let's send it out wider. Okay, second
[49:36] level. Do they engage the same level or
[49:38] wider? Oh, wow, this is really popular.
[49:40] Let's go broad. So, if you send like for
[49:42] me when I launch podcast, I don't send
[49:44] external traffic from my email list or I
[49:46] don't tweet the video for like 2 or 3
[49:47] hours cuz I want my core base to have
[49:49] like its full experience first to make
[49:52] sure the title thumbnail's hitting for
[49:53] them. Once I can optimize the title and
[49:55] thumbnail in 3 hours, then I'm going to
[49:57] email blast, tweet, and put on my
[49:58] Instagram story to get that second level
[50:00] and pass the test.
[50:02] >> thing. So
[50:03] Same thing by the way. Like you're
[50:04] playing when we're doing these launches,
[50:06] we're playing and this is something I've
[50:07] learned just from doing a lot of them
[50:09] cuz we have all this ammo, okay? We have
[50:10] all this ammunition on any one of these
[50:12] launches. We have all these influencers.
[50:14] Uh it's like who's going to post when?
[50:16] It's like who's going to repost when?
[50:18] And we have some of those pages I told
[50:19] you about. Then we have Discords and you
[50:21] have to like kind of watch and you're
[50:22] like playing a video game. It's like,
[50:23] all right, when am I going to put gas
[50:25] on? When am I going to take gas off,
[50:27] right? Um It's 100% you're like live in
[50:29] the moment and you I'm like I'm sweating
[50:31] behind Every time I launch like I'm
[50:33] sitting there like glued and like
[50:34] refreshing.
[50:35] >> [laughter]
[50:37] >> And make it You have to make sure like
[50:38] 30 people post. So,
[50:40] by the way, I'm just sitting here
[50:41] thinking like, wow, we should be
[50:42] charging like $3,000 for for this
[50:44] conversation. This is like [ __ ]
[50:46] sauce. I would say that people like
[50:49] there's probably so many people out
[50:50] there that like listen to this and like,
[50:51] wow, that sounds really you're just like
[50:54] farming engagement or it's like this
[50:56] seems inauthentic. Every company, every
[50:58] viral tweet you're seeing, there's a
[51:00] marketing team behind it the scenes
[51:02] doing stuff like this. And whether you
[51:03] want to accept that or not, hard
[51:05] reality, this is the art of marketing
[51:07] and this is what the best people in the
[51:08] world are doing. So, no no matter how
[51:09] you feel about it, this is the game and
[51:11] you are learning the most advanced
[51:12] tactics right now. I I mean, I would
[51:13] also say though is like yes, like you're
[51:16] you're you're essentially like getting X
[51:20] to push your content to the people that
[51:22] you want it to. And like that's why,
[51:24] right? Like if a post like Meridian gets
[51:26] 2 million views, it's like it's getting
[51:29] pushed to the people we want to just by
[51:31] default, right? And it's probably
[51:32] getting pushed actually outside of you
[51:33] people that we like really want to,
[51:35] right? Like that's like a viral post.
[51:37] Your only objective is how do I get the
[51:39] 1 million people in my TAM to become
[51:41] aware of this product that exists that
[51:43] will actually solve a problem for them.
[51:45] These are amazing products you're
[51:46] promoting. This is not like some
[51:48] gimmicky drop shipping product. These
[51:49] are like innovative tech companies where
[51:51] literally anyone in the world can now
[51:52] create a US bank account. Like that's
[51:53] [ __ ] awesome. Like it helps so many
[51:55] people. And so, I want to go back into
[51:58] your influencer strategy. How are you
[51:59] organizing all of this? Are you
[52:00] literally like just making like a Google
[52:02] Sheet and you're just outreaching? How
[52:03] much are you paying people? And then how
[52:05] are do you I guess you literally have a
[52:08] content team.
[52:09] It is a
[52:10] [ __ ] ton of manual work.
[52:11] >> Yeah. It there's it is a [ __ ] ton of
[52:13] manual work. Um and I dread it
[52:16] >> [laughter]
[52:16] >> cuz like I I do I'm
[52:18] I'm in the weeds. Like
[52:19] um yeah, it's like a fat spreadsheet
[52:21] with a ton of toggles, content draft
[52:24] links, um payment terms, uh price. Um it
[52:28] is like there
[52:30] I mean, look, I I probably could spend
[52:31] time in like automate and I probably
[52:33] should. We're just like, you know, we've
[52:35] got a lot going on and I and I haven't
[52:36] done it. Um but it is super [ __ ]
[52:39] manual, a ton of VAs on it at any given
[52:41] time, and um you know, like me and
[52:45] strategists like looking through posts,
[52:47] locking posts in, confirming with
[52:49] creators uh that their post is going to
[52:51] go live at a certain time at a certain
[52:53] day. I mean, coming up to a launch, it
[52:55] is like it's intense. It's intense if
[52:57] you want to do it well, it's intense.
[52:59] Um it's weekends, it's long hours, late
[53:02] nights.
[53:02] >> of work in a concentrated period of
[53:04] time. It's like a 6-week window where
[53:06] you're like it's like boom and bust, you
[53:07] know? Like all in these 6 weeks and then
[53:09] you're kind of taking a few weeks off.
[53:10] >> Exactly. Exactly. It's important. Yeah.
[53:13] And then in terms of pricing, it really
[53:14] depends and also depends on the niche,
[53:16] right? Like for example, crypto
[53:18] influencers are expensive as hell.
[53:21] Um that's something to note.
[53:22] Um but e-com influencers are cheaper,
[53:25] etc.
[53:26] We see that an influencer for a thread
[53:30] um and a LinkedIn post, it's anywhere
[53:33] from
[53:34] 500 bucks to $3,000 depending on how big
[53:37] they are. I say the average it usually
[53:39] comes out you can you can account like
[53:41] 1,000 bucks a person.
[53:44] And so, think about it this way. I mean,
[53:46] these companies like, you know, if you
[53:47] have a 100-person influencer campaign,
[53:49] you're spending 100 Gs on influencers.
[53:51] And so, is that a part of the budget
[53:53] when you say you charge anywhere from 70
[53:54] to 150k? Are they giving you like 30k?
[53:57] >> That doesn't include the the
[53:58] amplification.
[53:59] >> just like for execution of the creative,
[54:01] writing all the content, everything,
[54:03] orchestrating the whole plan and then on
[54:05] top of that uh how many What would you
[54:07] say an average budget is? Like 30 to
[54:08] 50k, 100k? I would say like the budgets
[54:11] we play with are are 50k plus usually.
[54:13] For influencers, for the amplification
[54:15] aspect of it. Okay, so let's just say
[54:16] like 100k on average for your services,
[54:19] 100 to 150k for your services, and then
[54:21] another 50k on top for amplification to
[54:24] to maximize the reach. And that 50k is
[54:26] the difference between probably a few
[54:28] million views to close to 10 million
[54:29] views. If
[54:30] Yeah, if done well. Well, the thing is
[54:32] is that like the biggest piece is
[54:34] getting that video perfect. A video
[54:36] absolutely perfect.
[54:38] >> That's why I wanted to spend a lot of
[54:39] time how we how you structure the video.
[54:41] Cuz I'm not asking you what camera do
[54:42] you use. I'm not asking you how what
[54:43] team are you using? How is it shot? It
[54:45] has nothing to do with it. It's like
[54:46] what are you saying and how are you What
[54:48] What is the message basically into the
[54:50] video? That is the art of marketing.
[54:51] It's also I I look,
[54:53] it's also what you're bringing into the
[54:54] world and that's the hard part. It's
[54:56] like it is if you have a product that is
[54:58] just like not revolutionary like it's
[55:01] hard. It is hard, you know? Um
[55:04] so, it's like that that's that's
[55:06] something big. It's like are you
[55:07] bringing something to the world the
[55:09] world wants and that is like
[55:11] revolutionary and new?
[55:12] >> Yeah. Which is why you're leaning
[55:14] towards tech for the most part. Like
[55:15] you're not going to You could do this
[55:16] for a new drink brand maybe, but that'd
[55:18] be very difficult. Like
[55:20] you'd have to be a very S-tier marketer
[55:21] to like come up with a create That's all
[55:23] creative and ideation there. Where these
[55:25] tech companies like this probably is the
[55:26] first time you've been able to build an
[55:28] LLC. Novelty is the most important word.
[55:31] If you don't know what we mean when we
[55:32] say novel,
[55:34] go Google the word novel right now. That
[55:36] is like the only word you need to
[55:37] understand if you want to get views on
[55:39] social media. Every post just needs to
[55:41] be novel. People there's like a there's
[55:43] always like a underlying ether and
[55:45] there's a meta on the internet right
[55:47] now. And you'll see like this trend if
[55:49] you're paying attention for 3 hours in
[55:50] the morning. All of a sudden there's
[55:51] like one winning like topic or narrative
[55:54] in the market in your niche on Twitter.
[55:56] That is the meta. You just need to add a
[55:57] novel take on that meta and you can get
[55:59] views every single day. As long as you
[56:01] just start with bold claim, you have a
[56:03] novel take, and you're not nuanced,
[56:04] it'll work.
[56:05] >> There's two There's two There's two
[56:07] prompts that I love when I'm copywriting
[56:09] and like this goes back to the video.
[56:11] Also the influencer side of things.
[56:13] Um that I that I put into AI is make
[56:16] this sound more novel.
[56:18] Okay, that's one. And then the other is
[56:20] turn up the intensity.
[56:21] And so, [clears throat] the intensity
[56:23] one is interesting where it's like
[56:25] um
[56:27] my you know, if you're making like an
[56:29] e-com ad, like my leg aches versus like
[56:33] uh there was a uh I don't know. I'm
[56:36] giving a bad example, but there was like
[56:37] a burning sensation in my leg, right?
[56:40] Like whatever, that was a poor example,
[56:42] but if you can intensify any statement
[56:45] any statement you make, um
[56:48] I'll give you an example with like
[56:49] Meridian, like less intense, also less
[56:52] novel at the same time. Like we help
[56:54] your brand get recommended more. That
[56:56] was what Alex wanted to do, the founder.
[56:58] And I was like, no, no, no. We need to
[56:59] make this more intense and more novel.
[57:01] Uh and like we're the world's first team
[57:04] to get your brand ranked number one by
[57:07] ChatGPT. That is a more intense
[57:08] statement, right?
[57:09] >> never know what recommended more meant.
[57:11] Like on Amazon,
[57:13] so vague. Yeah.
[57:14] >> So, it's like vivid language and the
[57:16] world's first. Like
[57:18] >> the novelty. Yeah. Was it the world's
[57:20] first? Who knows? Right. [laughter]
[57:22] Right. I mean, well, that's where you
[57:23] try to get like a a defensible
[57:24] statement, right? Like and then there's
[57:26] compliance that you have to think about,
[57:27] etc. Um but yeah. Mhm. That's [ __ ]
[57:30] interesting, bro.
[57:31] It's cool. This is like my favorite
[57:33] thing to nerd out on. So, influencers
[57:35] back to influencers, you said said
[57:36] around like $500 but average is around
[57:39] $1,000 per influencer. You're going to
[57:41] do with around 30 influencers, maybe 50
[57:43] depending on the budget. And these
[57:45] people are all going to be given content
[57:47] written by your team. Like a full thread
[57:49] with an actual graphic or image or a
[57:52] format that's known to go viral and just
[57:54] write it write it in the specific
[57:55] context of their business cuz they're a
[57:57] business owner. And you're going to have
[57:58] like the sub narratives going out. So,
[58:00] it's not just like a quote to you like,
[58:02] wow, this is sick. It's usually more of
[58:04] like wow, I can't believe this just came
[58:06] out. Now I can do X, Y, and Z for my
[58:07] business. Yep. And then another another
[58:09] little piece of sauce is uh the same
[58:13] tactics that work on the main launch
[58:14] post all work on these influencer posts.
[58:17] And so, what that means is people
[58:19] replying to comments is big. So, getting
[58:22] the creator to reply back to everyone
[58:24] that comments is big.
[58:26] Uh
[58:27] a giveaway works, okay? So, that can be
[58:30] the same giveaway you have on your main
[58:32] launch
[58:33] or you could even create sub giveaways,
[58:35] which we've done, too, right? Based on
[58:37] the niche they're in. And so, like now
[58:39] you have maybe three giveaways. So,
[58:42] every influencer post has a giveaway in
[58:44] it. That's like a little check we have
[58:45] on our SOP before all these influencer
[58:47] posts go out to give them all giveaways,
[58:50] too. So, now you get virality on their
[58:52] posts as well. Wow.
[58:54] Do you I guess I was going to ask about
[58:57] the sub adjacent niches?
[59:00] Do Have you ever like tactically like,
[59:02] okay, this is like the the banking
[59:04] niche. We need to find influencers in
[59:07] crypto. We need to find influencers in
[59:10] the traditional stock market. We need to
[59:11] find influencers or business owners in
[59:13] like
[59:15] something that's like wealth management
[59:16] or even something that's just like
[59:18] way out there. Like have you ever
[59:19] thought about that specifically? Uh not
[59:21] like like not in the exact way. Like not
[59:23] as like 100% honest, not as like
[59:26] tactical and organized as you're saying
[59:27] it. I will say it just usually ends up
[59:29] happening because we're like spreading
[59:31] like you know,
[59:32] 70 influencers like on a campaign. It's
[59:34] a lot of That's a lot of people. And so
[59:36] you you hit all these different niches.
[59:37] Yeah. Yeah. And then each one of these
[59:40] niches gets like a different content
[59:41] type. Like another content type that
[59:43] works phenomenally well, like say your
[59:44] Wॉप is like company story. And like with
[59:47] Slash, like this 23-year-old Stanford
[59:49] dropout raised $60 million and he's
[59:51] changing the banking world forever.
[59:53] Strap in.
[59:54] >> Right? That was a like a content type
[59:56] that crushed. Like crushes. Like just
[59:58] telling the founding story of a company,
[01:00:00] especially if it's very impressive like
[01:00:02] that.
[01:00:03] Um, like that's a content type we always
[01:00:04] do. Like this is Dan Pantelo from
[01:00:07] Marpipe. He raised $10 million to kill
[01:00:09] UGC ads and is making his biggest
[01:00:11] announcement ever. Here's why this
[01:00:13] matters. Thread. And is that the thread
[01:00:15] of the actual post itself?
[01:00:16] >> No, no. That's That's an influencer
[01:00:18] post. So they're telling his story.
[01:00:20] >> you. Founders also love this, by the
[01:00:22] way. They're going to get glazed. It's
[01:00:24] like [laughter] a PR piece at the end.
[01:00:25] >> Yeah, exactly.
[01:00:25] >> Okay. So one bucket of format is like
[01:00:27] here's five ways I'm going to use Slash
[01:00:29] for my business. Yeah.
[01:00:30] >> for my business. Another one is us
[01:00:32] versus them. So like ChatGPT versus
[01:00:34] whatever Deep Seek. But you're doing it
[01:00:37] for like here's why Slash is going to
[01:00:39] take over Bank of America or whatever it
[01:00:40] is. And then so you'd have one format
[01:00:42] there. Another format is like the PR,
[01:00:44] the story of the founder.
[01:00:45] >> Yeah. Yeah.
[01:00:48] >> He has like an exceptional story. Are
[01:00:50] there any other content formats?
[01:00:51] >> Giveaways. So like we did a straight
[01:00:52] giveaway.
[01:00:53] >> up Just straight up.
[01:00:54] >> Retweet. Yeah. Uh, yeah. Like like
[01:00:57] uh, yeah. With like a quote tweet to the
[01:00:59] to the main post. Um.
[01:01:01] Uh, like I I call them like like it's
[01:01:04] the same idea as like a a D2C ad that's
[01:01:06] a listical where it's like it's almost
[01:01:09] like the five ways, right? Like five
[01:01:11] ways you can do X, Y, and Z and you can
[01:01:12] like position it in like more subtly.
[01:01:15] Right. Well, um
[01:01:18] I'll give you an example with like
[01:01:19] Slash. Like Slash just launched their
[01:01:21] global business bank account that lets
[01:01:23] any operator, you know, open a US bank
[01:01:26] account without an LLC. Here are five of
[01:01:29] the craziest things that this changes or
[01:01:32] something Yes. like listical. And then
[01:01:34] you just list one, two, three, four,
[01:01:35] five.
[01:01:36] >> Fire. Yeah. Okay. Now, the last piece of
[01:01:38] this which made me see that you were
[01:01:40] truly
[01:01:41] a savant
[01:01:42] was the follow-up post. You guys had
[01:01:46] a banger launch for Slash. Multi multi
[01:01:50] million view video, tons of millions of
[01:01:52] views on sub posts. But the next day, it
[01:01:55] wasn't over. You just got a ton of
[01:01:57] views. Your algorithm's hot. So your
[01:01:59] next video is
[01:02:00] obviously going to get a good amount of
[01:02:02] engagement. It kind of works in like
[01:02:04] streaks like that. If you have get good
[01:02:06] views on this post, the next one will
[01:02:07] probably start better. And you have like
[01:02:08] momentum. But you guys posted this like
[01:02:10] AI video of like a girl in a bathtub
[01:02:14] explaining it in simple terms. Kind of
[01:02:16] like Wolf of Wall Street style.
[01:02:18] >> Yeah. So it's like explain that.
[01:02:20] >> can't take credit off this. It actually
[01:02:22] wasn't me. And so Mason on the Slash
[01:02:24] team, phenomenally talented guy, all
[01:02:27] him. Explain what it was cuz it's
[01:02:28] interesting.
[01:02:29] >> Yeah, yeah. It was like a a Margot We
[01:02:31] called it a Margot sloppy video.
[01:02:33] Wasn't me, wasn't my team. Mason out
[01:02:35] there is probably going to watch. Like
[01:02:37] phenomenally talented guy, especially at
[01:02:39] AI videos. Very impressive.
[01:02:41] Um, and he um
[01:02:44] he he did it. Like he just did it. My
[01:02:47] follow-up was going to be a I had an
[01:02:50] idea for a follow-up that got nixed. And
[01:02:52] then Mason cooked this up. Um, but my
[01:02:55] idea for a follow-up was the non Mumbai
[01:02:57] was getting a ton of like engagement.
[01:03:00] And so I took a a screenshot of Victor,
[01:03:03] put it in VEO. Victor's the founder. And
[01:03:07] And it was going to be a side by side of
[01:03:09] like Slash customer support versus your
[01:03:11] bank's customer support. And it was a
[01:03:13] VEO video of Victor and he like turns
[01:03:15] into an Indian guy.
[01:03:17] >> [laughter]
[01:03:18] >> And he's answering the phone.
[01:03:20] And then it'd be like Slash customer
[01:03:21] support and it's like some jacked dudes,
[01:03:23] you know, like answering very
[01:03:24] professionally, you know.
[01:03:26] >> meming, yeah. Yeah. That's funny. The
[01:03:28] one they went with is really smart, too.
[01:03:29] She's like a Margot Robbie style person
[01:03:31] in a bathtub like with a glass of wine
[01:03:33] explaining in like a really fancy accent
[01:03:35] and like telling a story of like what of
[01:03:38] what Slash is in like everyday terms.
[01:03:40] >> Yeah.
[01:03:41] >> really smart. That got like another few
[01:03:42] million views.
[01:03:42] >> Yeah, it did phenomenally well.
[01:03:44] >> like that was like
[01:03:44] >> Mason crushed that execution. It It was
[01:03:46] phenomenal.
[01:03:47] >> That was like a master class how to like
[01:03:48] fully
[01:03:49] get it like fully squeeze all the
[01:03:51] momentum you can or all the hype you can
[01:03:53] out of that. Yeah. Like another thing
[01:03:54] that I think is is like a founder, you
[01:03:57] should sit there and like actively think
[01:03:59] about what pieces of ammo do you have?
[01:04:03] And I use this term ammo, right? And so
[01:04:05] like I'll give you an example of a piece
[01:04:07] of ammo is fundraising valuation, okay?
[01:04:11] If you just raised money, like even if
[01:04:12] it's not fresh, that is a piece of ammo.
[01:04:15] Buying a domain, right? Like Slashbot
[01:04:17] slash.com for a million dollars, okay?
[01:04:20] Like take all these pieces of ammo and
[01:04:23] use them, right? Like us putting in the
[01:04:25] in the copy of like we're like putting
[01:04:27] our money where our mouth is. We bought
[01:04:29] slash.com for a million dollars is like
[01:04:32] a piece of ammo that got, you know,
[01:04:33] maybe an extra 50,000 impressions cuz
[01:04:35] there were people talking about it. Like
[01:04:37] holy [ __ ] like these guys are legit,
[01:04:39] you know, etc. Like sit there and think
[01:04:41] like what is unique, what is
[01:04:42] revolutionary about your company that's
[01:04:43] a piece of ammo. Like Wॉप could be like
[01:04:46] your average age is like [ __ ] 20
[01:04:47] years old or whatever it is, right?
[01:04:49] >> would say every person on the marketing
[01:04:50] team made a million dollars personally
[01:04:52] before they joined Wॉप. An absolute
[01:04:54] piece of ammo in their 20s. Right? Like
[01:04:56] wow, bold statement, crazy, right? That
[01:04:58] is a piece of ammo.
[01:04:59] Mhm.
[01:05:00] >> And so it's like take all this ammo
[01:05:01] together and unleash it at once, you
[01:05:03] know?
[01:05:03] >> That makes so much sense, bro. That's
[01:05:04] such a good It's a good way to think
[01:05:05] about it cuz you're layering that into
[01:05:06] like one video.
[01:05:08] You're trying to think of like all the
[01:05:09] most like exceptional, like what would
[01:05:10] actually stand out, either be
[01:05:11] controversial or exceptional or
[01:05:13] remarkable for people. Yeah.
[01:05:16] >> Okay. So I think that's end to end how
[01:05:17] to do a Twitter launch for your product.
[01:05:20] >> Yeah. Specifically probably tech
[01:05:22] startups.
[01:05:23] You have a very interesting background
[01:05:25] that we didn't really talk about, but
[01:05:26] like this was a you've been doing this
[01:05:28] for a long time and you used to kind of
[01:05:30] run ads. But you kind of pioneered a
[01:05:33] really interesting format and an
[01:05:35] interesting business model uh, where
[01:05:37] people could basically pay
[01:05:39] people like tribes in Africa or other
[01:05:42] countries to like make dancing videos
[01:05:45] for like people's birthdays.
[01:05:46] >> Yeah.
[01:05:47] Tell that story cuz that's always been
[01:05:49] so fascinating. Yeah. So I was I was the
[01:05:51] first person, people have probably seen
[01:05:53] this video
[01:05:54] in the US to sell
[01:05:58] uh and and bring this this to market,
[01:06:01] which was the dance videos that you see.
[01:06:03] The most popular ones were the Africa
[01:06:05] ones, but we did them from all all over
[01:06:07] the world.
[01:06:08] The African ones just like were super
[01:06:10] viral and the most popular, but we had
[01:06:11] like Russian and we had
[01:06:15] um
[01:06:16] uh, we had them we had them like India.
[01:06:19] Like we had them everywhere.
[01:06:21] Um, but by far the best selling were
[01:06:22] these African ones. And basically what
[01:06:23] it was is it was It's actually an
[01:06:26] interesting It's very interesting story.
[01:06:27] So a guy on Fiverr
[01:06:30] um, was selling these videos and he, you
[01:06:32] know, was on the grounds, boots on the
[01:06:34] grounds, working with these people who
[01:06:35] were by the way making a killing of
[01:06:37] money, right? Like great money there.
[01:06:39] And he was selling them on Fiverr. And
[01:06:41] this one company um, started selling
[01:06:44] them in Europe on in e-com. And I come
[01:06:46] from an e-com background. That's my
[01:06:47] background always. And
[01:06:50] uh, he was selling them and I'm studying
[01:06:51] abroad, okay? I'm in college and I'm
[01:06:53] studying abroad and I get served an ad
[01:06:55] for it. Okay, it was this company called
[01:06:57] Dance Greetings. I get served an ad.
[01:06:59] And
[01:07:01] it had like 200 likes on TikTok and like
[01:07:03] 10 comments. But every [ __ ] comment
[01:07:06] was like how do I get this? Where do I
[01:07:08] get this? How much does it cost? Like in
[01:07:10] crazy buying intent. Everyone wanted to
[01:07:12] purchase this thing that saw it, okay?
[01:07:14] And I click in and the website's dog
[01:07:18] [ __ ] okay? The marketing is just like
[01:07:20] simple videos. And I come from e-com.
[01:07:21] Like I had scaled an e-com business to
[01:07:23] $9 million in sales already.
[01:07:26] Um, and I
[01:07:28] I I'm like, [ __ ] Like why can't I do
[01:07:30] this? And so I order uh, the product and
[01:07:34] they send me a Google Drive link with my
[01:07:36] video. My custom video. And this is like
[01:07:38] a video of like a tribe like dancing
[01:07:40] with your own photo on it. That was the
[01:07:41] unique part. It was your photo, your
[01:07:43] message. It was custom. Yeah, they can
[01:07:44] like sing happy birthday or whatever it
[01:07:46] is. So it's like a gift, yeah.
[01:07:48] >> And um
[01:07:50] I order it and then they send me a
[01:07:52] Google Drive link. And I click the
[01:07:53] little info button on the top right of
[01:07:55] the Google Drive link. And it has this
[01:07:58] email on it. And I I like this email's
[01:08:00] weird. It's like an @gmail.com email.
[01:08:02] It's not from the company. And I email
[01:08:05] the email and I'm like, hey, like what's
[01:08:07] the story here? Like how do I get this?
[01:08:09] And
[01:08:10] uh, he's like you can check out my
[01:08:11] Fiverr listing here, blah blah blah.
[01:08:14] Um, and literally got connected to the
[01:08:17] guy. He then pulled it off Fiverr
[01:08:18] because like we blew him up. So I
[01:08:20] started I I put up a store. Started
[01:08:23] selling. Just put up the actual videos
[01:08:25] as the ads. That was it. And like on
[01:08:27] TikTok and on Meta. And in like a day my
[01:08:31] ROAS, my return on ad spend, every
[01:08:33] dollar I put into ads was like the first
[01:08:37] couple months
[01:08:38] I kid you not, a 20X. A 20X. So I put $1
[01:08:42] into ads and I would get $20 back. And
[01:08:44] if you know e-com or you know
[01:08:45] advertising at all,
[01:08:47] it was insane. It was [ __ ] insane and
[01:08:50] because everyone wanted this. And I like
[01:08:53] a lot of people know this, right? Like
[01:08:54] now
[01:08:55] because like I ran it up in the US. Like
[01:08:58] ran like yeah, just just
[01:09:00] >> My girlfriend has gotten one for her
[01:09:02] birthday before. Like her brother got
[01:09:03] her one for her birthday this year.
[01:09:05] Yeah. It's so interesting. And so you
[01:09:07] kind of arbitrage this. How much did it
[01:09:08] cost to get one made for you?
[01:09:10] >> It cost us $10.
[01:09:12] >> Uh-huh. And we sold them for between 40
[01:09:15] and $60. Wow. And so you would just on
[01:09:18] average $50 someone would pay. They'd
[01:09:20] give you a script. You'd just send the
[01:09:21] script over this like group of
[01:09:23] like five friends and they would just
[01:09:25] >> We just built out We built out like a
[01:09:26] super simple software to do it. Like
[01:09:28] super simple.
[01:09:29] >> you kind of made it a systematized tool?
[01:09:31] >> Yeah. Look cuz my background was was
[01:09:33] custom gifts. So, it's like I knew how
[01:09:35] to do the photo upload. I knew how to do
[01:09:37] the message. Like all that was super
[01:09:38] simple. And then I had the same dev that
[01:09:40] built out like I had to build out for my
[01:09:41] old company like an insane like tool set
[01:09:44] etc.
[01:09:46] And this was just like a much more
[01:09:47] simplified version. Yeah. That's crazy.
[01:09:49] What happened to it? Why did it stop? Um
[01:09:51] eventually it got saturated. Yeah.
[01:09:53] Eventually it got super saturated. It
[01:09:54] was like They were probably printing.
[01:09:56] >> They were printing. Yeah.
[01:09:57] >> They could do like It probably takes a
[01:09:58] minute each. They could probably do like
[01:09:59] 30 per hour.
[01:10:00] >> Yeah. Yeah, they were. And uh we we
[01:10:02] donated a ton of money as well. Like we
[01:10:03] did um
[01:10:04] we for every for every order we donated
[01:10:08] a meal to to families in need in the
[01:10:10] communities.
[01:10:11] Um so, like we donated tens of thousands
[01:10:13] of dollars from it. Well, dope. That's
[01:10:15] just an interesting story. I want
[01:10:17] I thought that would be cool to share.
[01:10:19] Cuz it's like I've seen something that
[01:10:20] like everyone in the world has seen.
[01:10:21] They probably don't know where that
[01:10:22] stuff stuff comes from but people like
[01:10:24] you. And now you translate those skills
[01:10:25] into Twitter launches for the biggest
[01:10:27] tech startups in the world.
[01:10:29] Well, dude, do you use AI for anything
[01:10:31] that you do?
[01:10:32] Um I use a lot of chat GPT. Uh we have
[01:10:35] some like custom like script writers
[01:10:37] that we've built like um you know,
[01:10:40] through like Zapier etc. And then like
[01:10:42] checks against our work. So, it's like I
[01:10:43] can get like a an MVP script in like a
[01:10:46] couple minutes by putting in like enough
[01:10:47] info, you know.
[01:10:48] >> Nice. Yeah. Yeah, cool. All right. Well,
[01:10:51] bro, this was super valuable. Tell
[01:10:53] everybody your name and where they can
[01:10:54] find you. Uh Matt Epstein and uh my
[01:10:57] Twitter, that's where I'm most active,
[01:10:59] is Matt Epstein16.
[01:11:01] All right. Well, brother, [ __ ] yeah.
[01:11:02] Appreciate you.
[01:11:03] Thanks for having me.