# How To Make Money On Skool (Full Course)

https://www.youtube.com/watch?v=Rk7Ed_3FefQ
Translation: pt-BR

[00:00] We've seen a lot of stuff. There's

[00:02] 50,000 communities, over 15 million

[00:05] users, and more than a billion dollars

[00:08] in earnings so far. We've got a lot of

[00:11] data. We've seen a lot of stuff. And

[00:13] what we basically want to do is take

[00:16] everything we've learned from that,

[00:18] condense it down, and put it into really

[00:21] simple training to show you guys what's

[00:25] working. And instead of us trying to

[00:27] share our opinions like, oh, you should

[00:29] do this thing or that thing, all we're

[00:31] going to do is just reveal what is

[00:34] working and who is doing it. And I think

[00:37] you guys can learn a lot from that.

[00:39] >> Over time, it's become pretty clear the

[00:41] patterns between what works and what

[00:43] doesn't. And we just want to share

[00:44] what's working in this course.

[00:46] >> Yep. And lots of examples, too, because

[00:49] theory is boring. So why are we here is

[00:54] the first question and it's to build a

[00:57] successful community, right? That's what

[00:59] we're here for. That's what school's

[01:01] about. That's what schoolers is about.

[01:03] And there's two kinds of things people

[01:06] are generally trying to do when they're

[01:08] starting a community. The first one is

[01:10] just bringing people together around

[01:12] their passion,

[01:14] >> right? Like let's say you're really

[01:15] into,

[01:16] >> I don't know, rock climbing.

[01:17] >> Yep. and you want to hang out with other

[01:19] people that do rock climbing. So, you

[01:21] make a community about it and you want

[01:22] to bring people together that also like

[01:24] rock climbing so you can talk about rock

[01:25] climbing and go rock climbing, right?

[01:27] >> Y

[01:28] >> then

[01:29] turning our hobby and passion into a

[01:32] full-time income.

[01:34] >> And these two aren't like separate in a

[01:37] way. It always has to have this,

[01:40] >> right?

[01:40] >> This is always there. And sometimes this

[01:43] evolves into this.

[01:45] >> Yes.

[01:46] >> Right.

[01:47] And school's mission is to help 1

[01:51] billion people find community, right? We

[01:54] believe something special happens when

[01:56] you find your thing in life.

[01:58] >> Y

[01:59] >> cuz when you find your thing, it's like

[02:01] you find your purpose, right? Your thing

[02:03] that you can be really good at and

[02:05] obsess about. And then when you find

[02:07] your thing, you often find your people

[02:09] because they like you really obsess

[02:11] about this thing.

[02:12] >> Yep. So that's what we want to do with

[02:15] school. Yeah. And the way we plan to do

[02:17] that is by empowering passionate people

[02:20] to build community and earn a full-time

[02:22] income.

[02:23] >> Right.

[02:23] >> Yep. And I would just say there's

[02:25] nothing more beautiful than building a

[02:28] community. There's a loneliness

[02:29] epidemic. Everyone is trying to figure

[02:32] out what their passion is, who their

[02:33] people are. And if you don't have those

[02:35] things, life is kind of difficult and it

[02:38] sucks. I've been there myself. But if

[02:40] you build a community, you bring people

[02:42] together and the best communities,

[02:44] people get married, people make friends,

[02:46] people find business partners and it

[02:47] really satisfies a huge part of life's

[02:50] passion and purpose if you have a

[02:52] community and you build a community. So

[02:54] it's really beautiful.

[02:55] >> Yeah, I agree.

[02:58] So how do we do it?

[03:00] Well, here's the big picture overview.

[03:04] We've found that every community that

[03:06] has members or that makes money has

[03:10] these core elements, right? Never is

[03:13] there a case where there's a successful

[03:14] community and these elements don't

[03:17] exist, right?

[03:18] >> So, you always need some way to get

[03:20] traffic, right?

[03:23] Well, actually, let's just start with

[03:24] the community. You need to build a

[03:26] community, right? So, you start one of

[03:28] these around your passion, right? Like

[03:30] in this example, let's say someone

[03:32] starts a gardening community, right? And

[03:35] let's say they're a beginner and so they

[03:37] make it free, right? Now, they need to

[03:40] get some members for their community.

[03:41] Well, traffic tends to come from these

[03:44] places. You've got like YouTube, you

[03:46] could make YouTube videos about it. You

[03:48] could post on Instagram about it. You

[03:51] could post on Facebook or run Facebook

[03:53] ads.

[03:53] >> Yep.

[03:54] >> You could post on Tik Tok about it. Go

[03:56] live on Tik Tok. Link in bio, whatever.

[04:00] You might have an email list, right? Um

[04:03] and so you could send emails to your

[04:06] your email list or you might even have a

[04:08] website, right?

[04:10] >> Yep.

[04:10] >> Um and you could, you know, send traffic

[04:12] from there. And then there's another

[04:15] source which is school itself. And

[04:18] school actually sends a significant

[04:21] amount of traffic to communities that

[04:24] are on the platform. Yep.

[04:25] >> From the data we've seen so far, it's

[04:27] about 22% of memberships come from

[04:29] school itself.

[04:30] >> Wow.

[04:31] >> And it's growing.

[04:32] >> Wow.

[04:32] >> Um and so this can be a traffic source

[04:35] too, right? And so you need a way to get

[04:38] traffic to your community.

[04:40] >> Yep.

[04:40] >> And then they visit your community and

[04:42] then if they join, they become members.

[04:44] >> Yep.

[04:45] >> Right. And so you get some members.

[04:47] >> Yep. And then once you've got some

[04:49] members, you can hang out with them, you

[04:51] can talk to them, get to know them, and

[04:54] you might find that people are willing

[04:57] to pay for a certain service. Or you

[04:59] might find that everyone in this

[05:01] community has this kind of problem and

[05:03] that might inspire you to

[05:05] >> sell something or make something or

[05:08] provide some kind of service. Yep.

[05:10] >> That then you're able to charge for and

[05:12] then that might translate into income.

[05:15] >> Yes. And obviously if you can earn an

[05:18] income, if it can replace your job, then

[05:21] you can make your passion or your hobby

[05:23] your full-time career

[05:25] >> 100%.

[05:26] >> And many people are actually doing this.

[05:31] So now I want to show you some examples.

[05:34] So this is the this is the diagram

[05:38] and we'll start with CubeCraft. It's a

[05:41] community by Misha and it's for DevOps,

[05:45] which is kind of like coding.

[05:46] >> Yep.

[05:47] >> He sends traffic from YouTube to his

[05:49] community about page and he makes

[05:52] $33,000 a month.

[05:54] >> It's insane and so simple. That's pretty

[05:56] much all he does.

[05:58] >> And his YouTube is about

[06:02] DevOps, too.

[06:03] >> Makes sense.

[06:04] >> So, here's a here's a YouTube channel.

[06:07] Here it is here. And you can see link in

[06:09] bio is his school community and he makes

[06:12] videos about DevOps which is his thing,

[06:15] his passion, his whatever. Um, and then

[06:18] he also includes a link to his about

[06:21] page in his description beneath his

[06:23] videos.

[06:24] >> Yep.

[06:25] >> And you can see sometimes he's even

[06:26] making videos where he brings up his

[06:28] school community and shows people what's

[06:30] inside.

[06:31] >> Yep. And it looks like he's recording

[06:33] with just some simple software. It's not

[06:35] even some complicated setup. Yep.

[06:39] So, that's one example showing you

[06:41] YouTube to about page to making

[06:43] full-time income. And Misha does this

[06:45] full time. Now, here's another example.

[06:48] Pickle Ball School. Uh they've got a

[06:51] community about how to play pickle ball.

[06:53] >> Yep.

[06:54] >> It's $39 a month and they use both

[06:58] Instagram and YouTube to get traffic

[07:02] >> and they make about $30,000 a month.

[07:05] Yeah. Right. Doing this. Yep.

[07:08] >> And you can see here's their like

[07:10] Instagram and again they just put the

[07:12] link in bio.

[07:13] >> Yep.

[07:14] >> So you can put your school link in your

[07:16] bio and you can also mention it when

[07:19] you're doing posts or stories or lives

[07:21] or things like that too.

[07:23] >> Yes.

[07:26] >> Now here's a slightly different example.

[07:28] Grow with Evelyn.

[07:30] So Evelyn actually gets most of her

[07:33] customers from Facebook ads. So she pays

[07:36] for traffic. So she doesn't have well

[07:38] she does have an audience but

[07:40] >> you know there you don't need to have an

[07:42] audience to succeed. You can buy traffic

[07:45] too and there's quite a few people doing

[07:47] that. So Evelyn runs Facebook ads and

[07:51] the ads link directly to her school

[07:53] about page.

[07:54] >> People click on the ads, they visit her

[07:56] community and then they join and she

[07:59] makes about $111,000

[08:01] a month recurring.

[08:03] >> Very cool. And here's an example of one

[08:06] of her ads.

[08:08] And you can see that the link is to her

[08:12] school about page. And Evelyn's actually

[08:15] tested

[08:16] her typical funnel which was on custom

[08:19] software like I don't know ClickFunnels

[08:21] or something versus the school about

[08:23] page. And the school about page

[08:25] outperforms it.

[08:26] >> Nice. Let's go. So simple as well.

[08:29] >> Yep.

[08:31] And here's another example. Barber

[08:33] Accelerator. So, he goes live on Tik Tok

[08:37] and then tells people to go to his

[08:40] community and he makes about 15 grand a

[08:43] month.

[08:43] >> Nice.

[08:45] >> And on Tik Tok, you can have it link in

[08:47] bio, you can mention it in in your

[08:48] videos, but a a very popular one we've

[08:50] seen for Tik Tockers is live. Going

[08:53] live. Yeah.

[08:54] >> And throughout this course, we'll go

[08:55] deeper on like how to grow each of these

[08:58] platforms and how to get people from

[09:00] that platform to your school. This is

[09:01] just a high level overview.

[09:03] >> Yeah. Later on in this course, we'll

[09:05] actually when we get to like getting

[09:07] members, we're going to show you the

[09:09] best practices for each platform. So, if

[09:12] you've if you're on if you're big on Tik

[09:14] Tok, exactly how people are doing it

[09:15] there. If you're big on Instagram, how

[09:17] people are doing it there. Y

[09:18] >> Yeah.

[09:20] >> And then there's Calligraphy School and

[09:22] theirs is a little bit more traditional

[09:24] like um older school internet marketing.

[09:28] They've got an email list and a website,

[09:30] which almost seems like

[09:32] >> seems kind of crazy these days. Um,

[09:35] >> and so on their website, you know, they

[09:37] direct traffic to their school

[09:40] >> and they also send out emails to their

[09:42] email list and they direct traffic to

[09:44] their school. Their community teaches

[09:46] you how to do calligraphy. It's $9 a

[09:49] month.

[09:49] >> Yep.

[09:50] >> And they make about seven grand a month

[09:52] doing that.

[09:53] >> Yep. Very cool.

[09:55] And then here's a different example

[09:57] because you know all of these examples

[09:59] we've done so far, they're people that

[10:01] are making quite a lot of money,

[10:03] >> but no one starts like that. You can't

[10:05] just go like zero to like 100 grand a

[10:07] month instantly.

[10:08] >> Yeah.

[10:09] >> Um so here's a great example, uh Hazel.

[10:13] She's got a community called Crochet

[10:15] Creations where she teaches you how to

[10:17] do crochet.

[10:18] >> It's free, so she's not charging yet.

[10:20] >> Yep. She has no audience anywhere and

[10:23] she didn't even tell anyone she knows

[10:25] about her community.

[10:26] >> Yeah. No content, no ads.

[10:28] >> She's got all of her members from school

[10:32] and she's got about 126 members so far

[10:35] and how that works is people go to

[10:37] school.com. You know, it says discover

[10:39] communities. People are actually

[10:42] searching for crochet and you can see

[10:45] here that she's number two.

[10:46] >> Yep.

[10:47] >> So people are clicking on that and then

[10:48] they're joining her community.

[10:50] >> Yep. And this is delivering a lot of

[10:52] members to a lot of people.

[10:55] So

[10:56] there's many different ways that you can

[10:59] actually get

[11:01] traffic to your community and you can

[11:04] you can choose one of these or you can

[11:06] use a combination of these.

[11:08] >> Yep.

[11:08] >> But the school discovery will always be

[11:10] working in the background anyway.

[11:12] >> Yes. And I would say most people that

[11:14] have school communities don't have huge

[11:16] audiences. Most of the time if you have

[11:19] a passion, you've like say rock

[11:21] climbing, you've probably connected with

[11:23] people in real life about rock climbing.

[11:25] You've maybe made some Instagram posts

[11:26] about rock climbing and you have maybe

[11:28] 500 followers or a thousand followers

[11:30] about rock climbing. That's more than

[11:32] enough to get started on school. You

[11:33] don't need a huge audience.

[11:35] >> Yeah, you got to start somehow. And

[11:38] we'll cover that in the module coming up

[11:40] that's called like getting your first

[11:42] few members.

[11:42] >> Yep. because often it's just personal

[11:45] relationships where you get your first

[11:47] few.

[11:47] >> Yes.

[11:48] >> Right.

[11:49] >> Yeah. So those are the examples

[11:52] and we're going to try to do that

[11:54] throughout this course. Like we're going

[11:56] to show you a simple kind of visual and

[12:00] then show you examples to help you

[12:02] understand because I swear that's how

[12:03] you grasp things the fastest.

[12:05] >> Yeah.

[12:06] Now let's talk about like stages of

[12:09] evolution that we see on school because

[12:12] you might start free withund and

[12:15] something members but you can make quite

[12:17] a lot too.

[12:18] >> Yep.

[12:18] >> So this is how we typically see things

[12:21] evolve.

[12:23] So we've called this stages of

[12:25] evolution, right?

[12:27] >> And when you're a noob and you're

[12:29] starting out, the main thing you're

[12:32] trying to do is find your thing.

[12:34] >> Yes. like what is my thing? What what am

[12:36] I passionate about?

[12:37] >> Yep.

[12:38] >> Right. That's what you're trying to do.

[12:40] And that's the only thing that matters

[12:41] until you do that.

[12:43] >> And we're actually going to have a

[12:45] module on this specifically. It's going

[12:46] to be called like finding your group

[12:48] topic, right?

[12:50] >> Once you've got your thing, you're ready

[12:52] to start getting some members. And the

[12:54] first kind of milestone is your first

[12:56] three members. Three people that aren't

[12:58] you.

[12:58] >> Yes.

[12:59] >> That aren't fake.

[13:01] >> That

[13:02] >> then you've evolved. You've taken a

[13:04] step. The next step from there is 10

[13:06] true regulars.

[13:08] >> And I'll tell you real quick what this

[13:10] is. So,

[13:12] >> it's 10 people that keep coming back to

[13:15] the community. They're like regulars. If

[13:17] you have a a bar or restaurant or

[13:19] something, you know, you've got your

[13:20] regulars.

[13:21] >> Yep.

[13:21] >> And they keep coming back and showing

[13:24] up. And just a lot of people think that

[13:26] you need like a thousand members to have

[13:28] a community.

[13:29] >> Yep. You could have a thousand people in

[13:31] a community but not much engagement.

[13:34] >> It's not the number of members. It's the

[13:36] the real thing that makes a community

[13:38] good and that makes it engaged is

[13:41] >> how tight the core group is. Yes.

[13:43] >> Right. Cuz if 10 people are friends and

[13:45] they keep coming back and showing up and

[13:47] talking to each other that can create

[13:49] the content for everyone else.

[13:52] >> Yep.

[13:52] >> Right. So, you know, to get 10 true

[13:55] regulars, maybe you need 100, 200, 300

[13:58] members, right? And so you're trying to

[14:00] grow beyond three members. You're trying

[14:02] to grow and you're trying to find these

[14:04] 10 true regulars and you're trying to

[14:06] engage with them and

[14:10] build relationships. And we're going to

[14:12] have a module on this one

[14:15] >> because it's a big one. Just this will

[14:17] be a module. Just this will be a module.

[14:20] >> Yeah. Then once you've done that, you've

[14:23] got a this is a good milestone because

[14:25] you've you've got a successful engaged

[14:28] community that that people enjoy and

[14:30] keep coming back to, which is a an

[14:31] achievement. The next step is to start

[14:35] making some money. And you even if you

[14:39] don't know how you're going to make

[14:41] money in these earlier steps, once you

[14:43] have an engaged community, it becomes

[14:45] quite clear

[14:46] >> 100%. They tell you what they want.

[14:48] >> Communities have problems. They always

[14:50] do.

[14:51] >> If you don't believe me, you should go

[14:53] to your local city town hall and listen

[14:57] to what people say. I haven't been

[15:00] personally, but I've heard stories that

[15:02] there's constantly people complaining.

[15:04] >> Um, and so, you know, every community

[15:08] has problems.

[15:08] >> Yep.

[15:09] >> And if you solve one of them, you will

[15:11] have a business. Yes. You'll make some

[15:13] money. Y

[15:14] >> and it it's just right in front of you

[15:15] at that point. And you know, you might

[15:18] start out by just doing some services

[15:21] >> like helping people do something

[15:23] >> and maybe it's just coaching or some

[15:26] consulting or one-on- ones or

[15:29] >> copywriting or thumbnail creation or

[15:32] video editing.

[15:34] >> Yeah. And we're going to show some

[15:35] examples of these too actually. Um so

[15:38] you start making some money and it might

[15:40] be in various different ways, right?

[15:43] And that's a great milestone. And I

[15:46] think the example we have here is like

[15:48] Brotherhood of Scent.

[15:50] >> Yep.

[15:50] >> Because it's a free community, right?

[15:54] It's free. It's very engaged. It's got

[15:56] almost 7,000 members by Antonio.

[16:00] >> And you know, this is just a community

[16:02] for dudes that like fragrances.

[16:06] >> Yeah. It's pretty cool,

[16:06] >> right? And it's it's highly engaged.

[16:09] It's one of our top ranking communities.

[16:11] >> Yep. But how does this make any money,

[16:14] right? Well, you know, just having a

[16:16] community of all of these people

[16:17] together that like fragrances,

[16:20] they also like other things like

[16:22] watches. And he's got other communities

[16:25] about like watches, right, that are also

[16:28] free.

[16:28] >> Yep.

[16:29] >> But then what he has is he has this

[16:32] community of people that like fashion

[16:33] watches, fragrances, and then he

[16:35] actually sells physical products.

[16:38] >> Yeah. And so, you know, you can building

[16:42] a community, you can make money from it

[16:44] in various different ways.

[16:45] >> Yep.

[16:46] >> Uh there's another

[16:49] We've seen a few of these examples like

[16:51] the Midnight Monster one.

[16:53] >> Yeah. Yeah. Yeah.

[16:53] >> Yeah. So, it's free, but then they sell

[16:56] like

[16:56] >> stickers, right?

[16:57] >> Yeah. They sell other things.

[16:59] >> Um

[17:01] >> Yeah. So, that's that stage.

[17:03] >> And to get into this stage, all you need

[17:05] to do is really make your first $1 on

[17:07] school.

[17:08] >> Yep. Right.

[17:10] The next stage from there is going

[17:12] full-time. So once you've kind of proven

[17:14] you can build a community and get people

[17:16] together and get them to keep coming

[17:17] back. You've learned what people want.

[17:20] Now you're making some money. The next

[17:21] step is full-time.

[17:23] >> Yep.

[17:23] >> And if you want to know what that number

[17:24] is, just take your annual salary, divide

[17:27] it by 12. That's how much money you need

[17:31] to make a month.

[17:32] >> Yep. And there's a lot of people on

[17:34] school here. And it's a huge milestone

[17:36] because now you can spend all of your

[17:38] time on your passion.

[17:39] >> Plus, you'll get your community will get

[17:40] so much better if it's all you do.

[17:42] >> Yep.

[17:43] >> Um

[17:45] >> Yeah. So, full-time, we think this is

[17:47] five grand to 10 grand a month,

[17:49] depending on country and and you know,

[17:51] all of those things.

[17:53] >> Yeah.

[17:54] >> And all you really need to do to go

[17:57] full-time is just be better at like

[18:00] making money and growing your community,

[18:03] right? And then you can kind of make the

[18:06] jump. And a lot of people have done

[18:08] this.

[18:08] >> Yep.

[18:09] >> And I'll show you an example. The a

[18:12] great example we've got of this is

[18:13] Samuel

[18:14] >> Herp.

[18:15] >> So Samuel Herp is an artist, landscape

[18:18] artist,

[18:20] and he

[18:24] he used to be on Patreon and he, you

[18:27] know, he has an Instagram where he

[18:28] shares, you know, his his artwork and

[18:31] things, right?

[18:33] You can see some of his art.

[18:36] >> He's very good.

[18:37] >> Yeah, it's very cool.

[18:38] >> So, he had an Instagram where he'd post

[18:41] his art. He used to have a job cuz his

[18:43] art couldn't, you know, pay the bills.

[18:45] >> Yep.

[18:46] >> And then he created a Patreon and he got

[18:48] a few people to pay him a few dollars,

[18:50] >> but not enough to go full-time. Then he

[18:52] came on to school

[18:54] >> and he's actually done he's like a

[18:56] perfect example because he's done

[18:58] multiple of these, right? He found his

[19:00] thing. He was able to get members. He

[19:03] got regulars.

[19:04] He started with free painters hub. It's

[19:07] a free community, right? And there's

[19:10] $5,000 members in here. Yep.

[19:12] >> So, he proved he could build a good

[19:13] community. Then he started selling Sam's

[19:18] Art School, which is $29 a month, and he

[19:21] was able to get some people to join

[19:22] that.

[19:23] >> Mhm.

[19:23] >> Right. So, now he's making some more

[19:25] money, and he was able to make more

[19:27] money just doing this than on Patreon.

[19:29] Nice.

[19:29] >> So, he fully moved over here.

[19:31] >> Yep.

[19:32] >> Then

[19:34] he started noticing some people in here

[19:38] in the art school and in his free

[19:40] community were willing to pay him money

[19:45] for one-on-one coaching on how to paint.

[19:48] >> Cuz you know, some people are busy and

[19:51] they know I'll get way better at

[19:52] painting if Sam just gets on Zoom with

[19:54] me and shows me

[19:55] >> 100%. So he sells some packages like

[19:58] that to people just through DMs and

[20:00] getting on Zoom and things where they'll

[20:02] pay him like a thousand a month or more

[20:04] for so many months to just do one-on-one

[20:07] sessions with him.

[20:08] >> Yep.

[20:09] >> And you can see that kind of evolving

[20:11] into his mastermind thing.

[20:13] >> Very cool.

[20:14] >> So he's done the full evolution

[20:17] right in front of us. He's been through

[20:19] like all the stages. He's got his thing,

[20:21] 10 to regulars, making money full time,

[20:25] and school has enabled him to make his

[20:28] passion, his full-time income, and now

[20:30] all he does is paint and help other

[20:34] people paint in his school communities.

[20:36] >> It's like the dream come true. Very

[20:38] cool.

[20:39] >> Yeah. And there's many of these stories.

[20:41] >> So many.

[20:42] >> And so that is

[20:44] >> we got one left.

[20:46] >> Yep. Then there's one stage beyond

[20:50] which is like hardcore.

[20:51] >> The wizard hatut.

[20:53] >> Yeah. And so, you know, you don't even

[20:56] have to I swear most people don't even

[20:58] want

[20:58] >> Yeah. to do this.

[20:59] >> Yeah. That's pretty extreme.

[21:01] >> Yeah.

[21:01] >> 100k a month.

[21:02] >> It's like if you're fulltime and you can

[21:04] do what you love and it pays bills,

[21:06] that's great.

[21:07] >> Yep.

[21:08] >> But there's there's an extra level there

[21:10] for those people that are hardcore. And,

[21:13] you know, we've got many people on

[21:15] school making over $100,000 a month.

[21:18] We've got people making $300,000 a

[21:20] month, which is

[21:21] >> like almost $4 million a year.

[21:24] >> Yeah. Yeah. With very little cost. And

[21:27] >> Yeah. And so we'll show you an example

[21:30] of one of those.

[21:33] So, School of Hard Knocks,

[21:37] their YouTube channel is called School

[21:38] of Hard Knocks, but this community is

[21:40] called School of Mentors.

[21:42] So, you know, this is a $49 a month

[21:45] community. They've got like 5,000

[21:47] people, right? And what they do is

[21:52] identical to what everyone else does

[21:54] here. They have a YouTube channel. The

[21:57] link in bio is school.

[21:59] >> Yep.

[21:59] >> The link under the video is school.

[22:01] >> Yep.

[22:01] >> They have an Instagram and they send the

[22:03] traffic to school, too.

[22:04] >> Yep.

[22:05] >> So, they have they've got got these

[22:07] channels. They send traffic to their

[22:08] community. That's 49 bucks a month and

[22:11] they just have a lot of members and

[22:13] that's how they make over a hundred

[22:16] grand a month. And we have like another

[22:20] example like our goat, the person who's

[22:23] currently making the most on school.

[22:24] Yep.

[22:24] >> Same setup. It's about AI

[22:28] YouTube channel straight to about page

[22:31] >> and they make what, like 300 grand a

[22:33] month. Yeah.

[22:34] >> Yeah. It's so simple.

[22:36] >> There's many of these stories. So this

[22:38] just shows you that you know the stages

[22:41] of evolution and you might aspire to be

[22:44] here or be here and throughout this

[22:49] course we're going to show you how to

[22:51] evolve through each step.

[22:52] >> Yep.

[22:53] >> Because really it is as simple as

[22:58] this big this is the big picture, right?

[23:00] You need to build these different

[23:02] pieces.

[23:03] >> And then once you've built these pieces,

[23:05] you need to evolve through these stages.

[23:07] And if you build these pieces and evolve

[23:09] through these stages, this thing will

[23:11] happen.

[23:12] >> Yep. Although you can if you want keep

[23:14] your group free forever and that's also

[23:16] cool.

[23:16] >> Yeah.

[23:16] >> This is just one template that we've

[23:18] seen many people go through, but you do

[23:20] what you want to do.

[23:22] >> Yep.

[23:23] So the simple way to think about it is

[23:25] just this is what I need and these are

[23:29] the stages I'm going to go through. And

[23:31] if you just follow those two things

[23:33] which we're going to show you how to do

[23:35] in this training, you will get to where

[23:38] you want to go.

[23:40] >> What are you doing?

[23:41] >> I'm putting on my winners's mindset.

[23:45] It's the it's the final ingredient for

[23:48] success on school.

[23:51] And there's this this popular saying in

[23:54] mountain climbing and it's don't stare

[23:57] at the summit, look at your boots.

[24:00] >> And I used to watch a lot of mountain

[24:02] climbing documentaries like K2, Everest,

[24:05] all of that.

[24:05] >> And it's a very common thing to not

[24:08] stare at the summit. It's just to look

[24:10] at your boots cuz if you stare at the

[24:12] summit, it's overwhelming

[24:14] >> and you can die like that. M

[24:16] >> and the same is true in business or with

[24:20] anything in life really.

[24:22] >> So when you're going through all of this

[24:24] training and building out your community

[24:26] and evolving through these steps, just

[24:28] one step at a time.

[24:31] >> That's good.

[24:32] >> And the other one is believe in your

[24:34] ability to figure it out. You don't need

[24:36] to know everything immediately.

[24:39] >> Yeah.

[24:40] >> Thing you only need to know how to take

[24:42] the next step. and these this training,

[24:44] this community and everything, it shows

[24:46] you what the next step is at each at

[24:48] each step.

[24:49] >> Y

[24:50] >> so just believe in your ability to

[24:52] figure it out when you get there.

[24:54] >> Yeah. Another thing is to trust the

[24:57] process and just follow the training.

[24:59] We'll walk you through the entire thing.

[25:01] There's no reason to get overwhelmed or

[25:02] panic and think you need to do some

[25:04] backflip. Just watch the training,

[25:06] follow the steps, the results will come.

[25:08] >> I see you have your winners's mindset

[25:10] on.

[25:12] See you in the next module. Okay, so

[25:15] this is number two, how to use this

[25:17] course. And there's basically like six

[25:21] parts to this. And we're going to go

[25:24] over each of them in this module today.

[25:27] Training, community, support,

[25:30] challenges, software, and fun.

[25:33] So training,

[25:36] this is what you're watching right now.

[25:38] If you go to schoolers and then

[25:39] classroom, you can see this course and

[25:43] you're watching, you know, number two

[25:45] right now, how to use this course. And

[25:47] what you want to do is you just want to

[25:48] start with number one. And then when

[25:50] you've watched it, you can just tick it

[25:52] off and then move to number two. And you

[25:55] should follow in sequential order. 1 2 3

[25:57] 4 5 and just work your way through the

[26:00] training. Then there's the community,

[26:03] right? So the schoolers community,

[26:06] school.com/schoolers,

[26:08] you get access to this uh because you're

[26:12] you're hosting your own group on school.

[26:14] This is a community exclusively for

[26:16] community owners, right? And in here

[26:20] there's posts which you can see like

[26:23] this. And to open a post you just click

[26:25] on it, right? And there's comments as

[26:28] well. You can like posts, you can like

[26:30] comments. Uh there's also school news.

[26:34] And so if you go to the calendar, you

[26:36] can see that we've got a weekly show

[26:39] called the school news every Tuesday at

[26:41] 10:00 a.m. Pacific time. And you can

[26:43] attend live on Zoom or you can catch the

[26:46] recording. And we put the recordings in

[26:50] the updates category. So if you click on

[26:52] this, you'll see here's all of the

[26:54] school news episodes and you can watch

[26:56] them there. This is a really good way to

[26:59] stay up to date with what's going on.

[27:01] It's only 30 minutes a week

[27:04] >> and you know it's only 15 minutes if you

[27:06] put it on two times speed and 15 minutes

[27:08] a week is

[27:10] >> not much to really stay up to date and

[27:13] learn what's going on with school.

[27:15] >> Yep.

[27:16] >> Then there's the member map. If you want

[27:18] to see where people are around the

[27:20] world, you can just click on the map tab

[27:22] and we've got 50,000 schoolers and you

[27:25] can see where they're all located all

[27:26] around the world and you can zoom in

[27:29] around you and you can see, you know,

[27:32] who's situated near you and you might

[27:35] end up becoming friends with them,

[27:36] meeting them for coffee or something

[27:38] like that cuz nothing makes something

[27:41] real like a friend in real life,

[27:44] >> right?

[27:45] >> Then there's meetups. So people are

[27:48] always organizing meetups all around the

[27:50] world and I'd encourage you to see if

[27:53] there's any meetups happening around

[27:55] you. It's a great way to make friends

[27:59] and to make this more real. Um you know

[28:02] often when you're doing something new on

[28:04] the internet it doesn't seem real or

[28:07] your friends might think like oh what

[28:09] are you what are you doing? But if you

[28:10] actually go to a meetup and you see

[28:12] these real people doing real things

[28:14] Yeah. It makes it more like concrete and

[28:17] then your belief in it can increase as

[28:19] well.

[28:19] >> And one of my favorite things about

[28:21] school is the community. People seem to

[28:24] be having fun. They're open-minded.

[28:26] They're doing meetups like you said, and

[28:28] they're all doing incredible things.

[28:30] It's actually a real great community.

[28:32] >> Yeah. And here's a post right here from

[28:35] Kelvin Hollywood, and he just did a

[28:38] meetup in uh Germany.

[28:41] >> What's up? What's up? Uh, greetings

[28:43] here. uh from another school festival.

[28:47] >> I'm going to skip forward.

[28:48] >> Too serious.

[28:50] What's up?

[28:53] >> Yeah.

[28:56] >> So Calvin, you know, organizes meetups

[28:58] in Germany and there's different people,

[29:02] you know, arranging meetups like this

[29:04] all around the world. So I'd encourage

[29:06] you to check those out, too. And then if

[29:08] you need support, the first thing I'd

[29:10] recommend is just searching. So, if you

[29:13] go to schoolers and you type in here

[29:15] whatever it is you're curious about,

[29:17] chances are other people have discussed

[29:19] it before, right? Then there's help

[29:22] docs. So, if you go up here to the user

[29:26] menu and then click on help center

[29:29] here, you can see all of our help docs.

[29:32] And this these help docs tell you like

[29:34] how to do different things and the very

[29:37] specific details about the different

[29:38] features on the platform. And so chances

[29:41] are the help docs, you know, can solve

[29:44] your problem too. Then we also have a

[29:47] support team. And to contact the support

[29:49] team, you just click on contact support

[29:52] here. And then you can select the group

[29:55] your uh you need help with. And then you

[29:58] can type your message and hit send. And

[30:01] we've got a team that has 247 coverage

[30:04] and we reply to people within 30 minutes

[30:07] on average.

[30:08] >> Yeah. So, you know, between the

[30:10] community and searching and the help

[30:13] docs and our support team, you should

[30:15] have all the support you need to achieve

[30:19] what you're trying to do with school.

[30:21] And then I'll also say, you know, school

[30:24] isn't just about schoolers. There's a

[30:26] bigger ecosystem around it.

[30:28] >> Yep.

[30:28] >> And there's a lot of people that are

[30:31] making YouTube channels or communities

[30:35] about how to succeed on school. M

[30:37] >> so you can also try searching in YouTube

[30:40] or you could look in school discovery at

[30:42] other communities too.

[30:44] >> Yep.

[30:45] >> And they all have their own specific

[30:47] like

[30:49] way of doing things, right? So you might

[30:50] find a particular style or personality

[30:52] that resonates with you.

[30:56] Then we've got challenges.

[30:58] And we call our challenge the school

[31:01] games.

[31:02] And Kirby's going to explain this one to

[31:05] you. But we want to start with a hype

[31:07] video.

[31:08] >> Yeah.

[31:10] >> So, let's pull this up.

[31:15] >> Welcome everybody and congratulations on

[31:18] winning the school games.

[31:22] School is about helping passionate

[31:24] people earn a full-time income doing

[31:28] what they love.

[31:30] Innovations come when you mix things

[31:33] from different fields. We've got sports,

[31:36] AI, cyber security, finance, so many

[31:40] different categories.

[31:42] Talking to other winners is going to

[31:45] help you unlock some things.

[31:48] Something very special happens when you

[31:51] find your thing in life and also when

[31:54] you find other people that share that

[31:57] thing.

[31:59] School's mission is to help 1 billion

[32:01] people find community. Passion is the

[32:04] core to that.

[32:10] It's always you go to school or you go

[32:13] to work and then outside of those hours

[32:16] you get to do your hobby.

[32:20] There's nothing better than when you can

[32:22] make your career your passion.

[32:25] If that's the way you make an income,

[32:28] like life is pretty good, especially if

[32:30] you get to do it hanging out with other

[32:31] people that share that passion, too. And

[32:33] then final point, let's have some fun.

[32:42] Let's go. That meetup was so fun. And

[32:44] that meetup was for the school games,

[32:47] which is a quarterly competition to see

[32:49] who can grow their monthly recurring

[32:51] revenue, their MR the most. You can find

[32:54] it by going to schoolers. Then at the

[32:55] top there's a button called games. And

[32:58] if you click on that, it takes you to

[32:59] the leaderboard where you see all of the

[33:01] different people competing inside of the

[33:03] school games. It's split up by category.

[33:06] So there's nine different categories.

[33:07] Hobbies, music, money, spirituality,

[33:10] tech, health, sports, self-improvement,

[33:12] and relationships. And the top five of

[33:15] every category win an all expenses tra

[33:18] played trip to LA where we fly you out,

[33:20] we meet together. It's so much fun. Alex

[33:23] will knows he's there. You mastermind

[33:25] with him and the other school game

[33:26] winners. And you win a trophy, which is

[33:29] a pretty badass trophy that every winner

[33:32] inside of the school games.

[33:33] >> Get a good shot of this, Johnny. This

[33:35] trophy is very heavy, very expensive,

[33:39] and very badass.

[33:41] And it comes in an even bigger, heavier

[33:44] badass box.

[33:45] >> Badasser box. It's pretty cool. Um, so

[33:49] yeah, it starts every quarter. It goes

[33:51] from the start of the quarter to the end

[33:52] of the quarter. And the caveat is that

[33:54] there's a $100 per month price limit to

[33:57] participate. What that means is that if

[33:59] you charge $200 per month, only $100 per

[34:04] month of each transaction is counted.

[34:06] And the reason we did that is because

[34:08] previously the main groups that were

[34:10] winning the school games were charging

[34:11] $999 a month. And for the people

[34:14] charging like $10, $20, $50 or $100, it

[34:17] was really hard for them to compete. So

[34:19] this handicap basically means that if

[34:21] you charge $50, all $50 goes towards the

[34:24] school games. But if you charge more

[34:26] than $100, then only $100 per

[34:29] transaction is counted towards the

[34:31] school games. And the final part of the

[34:33] school games is the status that you get.

[34:36] So if you want respect, if you want to

[34:37] be cool, if you want to flex on people,

[34:40] you can get an emoji next to your name

[34:42] for different things. The first one is

[34:43] the star emoji. So, if you get top 1% of

[34:46] discovery by having an engaged big group

[34:49] with lots of people that are active, you

[34:51] get a star emoji. You get a fire emoji

[34:53] if you're active on school for 30 days

[34:55] in a row. So, if you have 10 activities,

[34:58] you like 10 things, you comment 10 times

[35:00] on school for 30 days, you get a fire

[35:02] emoji. Then, we have our monthly

[35:04] recurring revenue related status with

[35:06] the main one being the goat. There's

[35:08] only one goat on school. The highest

[35:10] earner on school gets the goat status.

[35:12] This is the ultimate status. We have the

[35:15] Ninja at 300K, the Diamond at 100K, the

[35:18] Crown at 30K, and the Rocket at 10K MR.

[35:22] That's the status.

[35:23] >> Yeah. And to show you what it looks

[35:24] like, it shows up next to your name like

[35:26] that.

[35:26] >> Yeah, it's pretty cool.

[35:28] >> There's the rocket. There's the crown.

[35:30] >> Yep. There's the star as well.

[35:33] >> Yeah. Star emoji.

[35:35] >> Pretty cool.

[35:38] >> Yep. So, that's the school games. then

[35:41] software. So, as part of using school,

[35:46] you know, it's a it's a software

[35:48] platform and you have the training and

[35:51] everything else as well. But I just want

[35:53] to show you real quick the basics of the

[35:56] software. So, let me zoom out. So, when

[36:01] you first create a community, like let's

[36:03] say I've got this one here, $1 club.

[36:07] This is your community, right? like

[36:09] yours will be called whatever you called

[36:11] your one. And then if you click this

[36:13] switcher thing here, you can switch to

[36:16] schoolers. And schoolers is the

[36:18] community for community owners. And

[36:20] we're trying to lead by example by

[36:22] having a really good community and

[36:24] sharing things that are helpful for you

[36:26] to build your community. So you'll be

[36:28] flicking between like the schoolers

[36:30] community and your own community and

[36:32] maybe some other communities that you're

[36:34] a member of too, right?

[36:37] Then

[36:39] let me tell you about the basic features

[36:42] of your own community. So you've got the

[36:46] community tab here where you can write

[36:49] posts like this. And then you'll have

[36:51] posts down here too and you can open

[36:53] those, comment, do all of that. And

[36:55] you've got categories across the top

[36:57] too. Then you've got the classroom. And

[37:00] I might just switch here. So this is the

[37:02] community tab. Here's your categories.

[37:04] Then you've got the classroom. And this

[37:06] is where you can put different course

[37:08] content.

[37:10] And it looks just like this, right? Then

[37:14] you've got the calendar and you can host

[37:17] whatever kind of event schedule you

[37:19] want.

[37:19] >> Yep. Calls, meetups, anything.

[37:21] >> We do a once a week thing and then a

[37:24] once a quarter live event. So the school

[37:27] games is a live event in person once

[37:29] every 90 and then every week we've got

[37:32] this. And a lot of people record their

[37:34] calls and post them in the community,

[37:36] too.

[37:36] >> Yep.

[37:37] >> Then there's the members tab that just

[37:40] shows you all of your members. You've

[37:42] got the map tab that shows you where in

[37:45] the world everyone is in your community.

[37:47] >> And if you click on somebody's pin, then

[37:50] their profile pops up and you can

[37:51] message them. You can check out their

[37:53] profile. It's pretty cool. Hey, that's

[37:55] me.

[37:56] >> What are you doing out there?

[37:57] >> Um, they're swimming.

[38:00] Um then there is the leaderboards. So if

[38:04] I go to this group and click on

[38:06] leaderboards, these leaderboards aren't

[38:08] very populated cuz this is just a demo

[38:10] group. But here you will basically

[38:15] school has some gamification built into

[38:17] it and one like is one point and as you

[38:22] get likes you obviously get points and

[38:25] you go up levels

[38:26] >> and you can see the scale here. So to

[38:28] get to level two, it's five points.

[38:30] Level three, it's 20 points.

[38:32] >> Yep.

[38:33] >> And what this means is that you can

[38:36] level up inside of a school community by

[38:40] interacting and engaging with other

[38:41] people.

[38:42] >> And so this is a mechanism that makes

[38:44] school communities really engaged

[38:46] >> and really fun.

[38:47] >> Yeah.

[38:48] >> And what you can do is you can customize

[38:50] your levels by coming up with a name

[38:52] like I might call level one noob, right?

[38:55] And just like that, you can personalize

[38:57] your community. And you can also do

[39:00] things like

[39:02] uh unlock courses

[39:06] at different levels. So I might unlock a

[39:08] particular course at level two or level

[39:10] three or whatever. Yep.

[39:12] >> And that way you're creating a an actual

[39:16] incentive for people to level up, right?

[39:20] >> And then you've got your about page. And

[39:23] this is basically the landing page or

[39:27] sales page or funnel into your

[39:30] community. And you have this page just

[39:32] by default out of the box. And what you

[39:35] want to do is personalize this page to

[39:38] make it really compelling. You basically

[39:40] want to show people what the community

[39:42] is like on the inside, on the outside. Y

[39:45] >> tell them the main benefits. Tell them

[39:46] why it's unique. Uh you can include a

[39:50] video here. Let me give you a better

[39:52] example. So, if I go to discovery and

[39:55] then I go to this one,

[39:56] >> this is a great landing page or about

[39:58] page.

[39:59] >> You know, it's got a video. It's also

[40:01] got some screenshots.

[40:03] >> Yep.

[40:04] >> Testimonials

[40:05] and very clear and compelling writing

[40:08] that shows me what's inside.

[40:10] >> Yeah. And don't worry about making your

[40:12] about page. Now, in the rest of the

[40:14] videos in this course, we'll show you

[40:15] how to pick your group topic, how to

[40:16] make your about page, and everything.

[40:18] We're just showing you what you can do

[40:19] on school in this module.

[40:21] >> Yep.

[40:23] Then there's the group settings and user

[40:25] settings. So if I go to my group here,

[40:30] you just click this settings co the

[40:32] settings button here and you can see all

[40:37] these different things about your group.

[40:38] You've got your dashboard that shows you

[40:40] all of your stats. You can invite

[40:42] people. There's your general settings

[40:44] that allow you to like personalize your

[40:46] group, make it look and feel like yours.

[40:49] Payouts, which shows you the payouts

[40:52] that happen once a week to your bank

[40:54] account. Pricing, where you can set the

[40:57] price for your community. You can charge

[40:59] per month, per year, or monthly,

[41:01] annually, or one time.

[41:03] >> Yep.

[41:04] >> Affiliates. With one click, you can

[41:06] incentivize your members to refer their

[41:08] friends.

[41:08] >> Yeah, this is powerful.

[41:10] >> Plugins. There's a whole bunch of them

[41:11] here. They're awesome tabs. So, you

[41:14] know, you you don't have to have

[41:15] classroom. You don't have to have

[41:17] calendar. You don't have to have map.

[41:18] You can kind of personalize your group

[41:20] how you want it. Categories are here,

[41:22] too. Rules

[41:25] and some other things. Pretty

[41:26] straightforward. So, this is where your

[41:28] group settings are. And your user

[41:31] settings. You click on your user profile

[41:32] and then settings here. And this is

[41:35] where you can customize everything. You

[41:37] can see what groups you're in. You can

[41:40] change the order

[41:42] and you can also pin them to your

[41:44] sidebar like this,

[41:45] >> which is useful. You might pin your

[41:47] foremost used groups to your sidebar

[41:50] like that.

[41:50] >> Yep.

[41:51] >> You can personalize your profile. You

[41:54] can see your own affiliate earnings

[41:56] here.

[41:59] >> Yep. So, you can refer people to school,

[42:01] the platform, and earn 40% commission.

[42:03] And different communities set their own

[42:06] affiliate incentives. Y

[42:08] >> a lot of people make really good money

[42:10] just referring people to school.

[42:12] >> Y

[42:12] >> you can see all of your payouts.

[42:15] You can personalize your notifications

[42:17] per group and everything.

[42:20] And you know there's more personal

[42:22] settings. Pretty straightforward.

[42:25] And then there is user profiles. So if I

[42:31] hover over this guy's name here, I can

[42:34] see he's a full-time schooler.

[42:37] Kelvin Hollywood. And if I click on his

[42:39] name, I go to his profile. He has been

[42:42] active on school for a year straight

[42:43] without taking a break. Here's his own

[42:46] communities.

[42:47] Here's how active he's been on school.

[42:50] Here's some information about him. And

[42:52] you can click follow to be notified when

[42:55] Kelvin posts. So if I if you find

[42:58] someone really helpful, you might follow

[43:00] them. Yep.

[43:00] >> And you can click chat to be able to

[43:02] send a DM with that person.

[43:05] >> Yep. And yeah, that's user profiles.

[43:08] There's chat, which you can just click

[43:10] here

[43:12] and you can see all of your chats. Then

[43:14] you've got your notifications. Click

[43:16] here

[43:17] and you can do that just like most

[43:20] social media websites.

[43:22] >> Simple.

[43:23] >> Now, discovery, it's one of the things

[43:25] that makes school unique. So, if you go

[43:27] to the homepage of school, it looks like

[43:30] this where you can see all these

[43:32] different types of communities. There's

[43:35] like over 50,000 of them on school.

[43:37] >> Yep.

[43:37] >> And so with school, when you make a

[43:40] community and it gets a certain amount

[43:42] of members and engagement,

[43:44] >> it'll show on discovery. And the more

[43:46] engaged your group is, the higher it

[43:48] will rank.

[43:49] >> Yes.

[43:49] >> And when it ranks on discovery, you'll

[43:52] start to get members and customers

[43:55] >> for free just from school itself.

[43:57] There's loads of people that visit this

[43:59] page and they're all looking for

[44:00] communities either by clicking the

[44:01] categories at the top or by searching

[44:03] for things and we've seen people get

[44:05] hundreds and thousands of members just

[44:07] from school discovery.

[44:09] >> Yeah. And to put it in perspective like

[44:11] on average 22% of memberships come from

[44:16] school discovery.

[44:18] >> Some groups it's as high as 100%. Right.

[44:21] >> But there's many groups that get 50% of

[44:24] their members from school discovery.

[44:25] >> Wow. So, it's actually quite a big deal.

[44:28] >> Yep.

[44:29] >> And

[44:31] how you rank with Discovery in a bit

[44:33] more detail is if you go to your

[44:37] settings and then you click on

[44:38] discovery, you can see information here.

[44:42] You can see if you're showing in

[44:43] discovery or not, what category you're

[44:44] in, what your rank is, and there's some

[44:47] tips here that show you how to improve

[44:49] your ranking. I won't run through all of

[44:52] this now because you can basically just

[44:54] read it for yourself. Yeah,

[44:55] >> but you just want to make something good

[44:58] and you don't want to fake it. You just

[44:59] want to truly make something good. You

[45:01] want to be active. You want to have good

[45:03] artwork, a good about page, and

[45:05] consistent steady growth.

[45:07] >> Yep.

[45:07] >> And if you do that, you will rank and

[45:09] you will get members.

[45:10] >> Yep.

[45:13] >> And we've covered a lot there. We've

[45:15] just covered the whole entire school

[45:17] platform. So, if you're watching this

[45:19] and you're like, "Whoa, that's a lot of

[45:20] stuff." Play around with it. You'll

[45:22] explore it one step at a time and very

[45:24] quickly it'll all make sense. Whenever

[45:26] you start something new, there's a lot

[45:28] of stuff. It may feel a little bit

[45:29] overwhelming, but trust me, school is

[45:31] pretty simple. If you just spend some

[45:33] time playing around with it, it'll all

[45:34] make sense.

[45:35] >> Yep. And then we want to finish with the

[45:38] most important thing, which is to have

[45:41] fun. And this is something that we

[45:44] actually do inside school, the company.

[45:47] Whenever some we're doing something and

[45:49] if it sucks, we pause and we're like,

[45:51] why does this suck? And then we ask

[45:53] ourselves, how can we make this fun?

[45:55] >> Yeah.

[45:56] >> And often when something sucks, it's

[45:58] there's something there. There's

[45:59] something to it.

[46:01] >> And maybe we shouldn't just bulldoze

[46:03] through it.

[46:04] >> Maybe we should find a different way to

[46:06] do it. And often when that happens,

[46:09] >> it's a breakthrough.

[46:10] >> Mhm.

[46:11] >> So there's some intelligence there to

[46:13] making things fun. And so if you're if

[46:16] you find it a drag to build your

[46:18] community or to make your course or to

[46:20] whatever, then you should really ask

[46:23] yourself, how can I make this fun?

[46:25] >> Yeah.

[46:26] >> And one way to make things fun is to

[46:28] find a friend. So, you know, you can

[46:31] look in the school's community, look at

[46:33] meetups, look at the map, whatever, and

[46:37] you might actually find a friend that

[46:38] you can go through this journey with.

[46:41] And maybe you're just holding each other

[46:42] accountable on on daily or weekly Zoom

[46:45] calls. Or maybe you'll actually team up

[46:48] and build a community together.

[46:50] >> And you can see that me and Kirby are

[46:52] building this course and we do school

[46:54] news together too cuz I personally don't

[46:57] like doing anything really just by

[46:59] myself. I find it very hard.

[47:01] >> Mhm.

[47:02] >> And then when you get a sale on school,

[47:06] uh, it makes a kaching sound. and I'll

[47:09] show you what that's like.

[47:17] Best sound ever.

[47:19] >> So, if you're not so lucky that you are

[47:22] going to get real customers buying from

[47:23] you all the time, there's a little cheat

[47:26] code. You can just press controll + 4 on

[47:28] your keyboard.

[47:29] >> Yeah.

[47:30] >> So, controll 4.

[47:33] >> If you're ever sad, controll happiness

[47:37] instantly. Yep. And then you know

[47:40] visualization.

[47:42] You can visualize your school community

[47:44] and then you can play the sound.

[47:46] >> Yeah.

[47:47] >> And then we have cat codes.

[47:50] >> So what are these?

[47:51] >> Well, if you're when you're starting out

[47:53] on school to keep you company, we have a

[47:56] little cat. And what you do to activate

[48:00] it is in the search box up here, you

[48:01] type let there be cat and you hit enter.

[48:06] >> Yeah.

[48:14] So it plays different playlists.

[48:15] Gangster might play some funky.

[48:22] So this little cat can keep you company

[48:24] while you're going through the course,

[48:27] finding a friend, waiting for a meetup,

[48:30] or you know, building your own

[48:31] community, right? And to make this cat

[48:34] go away, you just type shoe cat, enter,

[48:38] >> keep the cat,

[48:39] >> and it's gone. A

[48:42] >> So

[48:43] this should give you absolutely

[48:45] everything you need to succeed on

[48:47] school. We've got the training, the

[48:50] community, the support, the challenges,

[48:52] which is the school games, the software,

[48:56] and the magic ingredient, fun, the cat.

[49:01] absolutely everything you need. So, go

[49:04] through this training step by step,

[49:07] module by module, and we'll see you in

[49:09] the next one. Today, we're going to

[49:11] cover finding your group topic, like how

[49:14] to find your thing, and it's really like

[49:16] the first stage of evolution on school.

[49:19] You need to find your thing so you can

[49:21] make a community around it and get your

[49:24] first three members.

[49:25] >> Yep.

[49:26] >> So, let's dive into it. How do you do

[49:28] it? Well, I think the first question and

[49:32] honestly the most important question is

[49:34] what are you passionate about?

[49:37] And why passion is important is you know

[49:41] business or making anything

[49:45] it you get exponentially better over

[49:47] time and if you don't love it you

[49:50] probably won't keep doing it.

[49:53] >> And if you don't keep doing it for a

[49:55] long enough period of time you'll never

[49:56] really do that well. So in order to do

[49:59] well, you need to do it for a long

[50:00] period of time, which means you need to

[50:01] love it.

[50:02] >> So it is, I swear, the most important

[50:05] thing. And that's why I would just start

[50:09] by asking yourself like, what are you

[50:11] interested in?

[50:14] And there's a few different ways to

[50:15] frame this question. You could also say

[50:17] like, what would you do for free even if

[50:20] you didn't get paid?

[50:21] >> Mhm. Yeah, that's a good one. Also, what

[50:25] do you think about when you're going to

[50:26] sleep or what do you think about in the

[50:28] shower where your mind just wanders?

[50:30] >> That's an indicator of your passion.

[50:32] >> Yeah. Yeah. Like where what is your

[50:35] distraction?

[50:37] >> Right. Cuz a lot of people think, "Oh, I

[50:39] need to be productive and do this thing,

[50:41] but I really just want to do this other

[50:42] thing." I've honestly found sometimes

[50:45] the distraction is the answer.

[50:47] >> Yeah.

[50:48] >> Right. Yeah.

[50:49] >> Um

[50:51] >> which is quite interesting.

[50:52] >> Yeah. Yeah. Yeah. Um, and then yeah,

[50:55] where does your attention go in your

[50:56] free time?

[50:58] And if you're like, I don't know, well,

[51:01] look at your YouTube history. YouTube

[51:02] keeps pretty good history. Take a look.

[51:05] >> Yep.

[51:06] >> What kind of videos are you watching?

[51:08] What what channels are you subscribed to

[51:10] and do you keep coming back to, right?

[51:13] Then look at your bank statements. You

[51:16] know, where your money flows to and

[51:18] where your attention and time flows to.

[51:21] that's what you're interested in

[51:22] >> 100%.

[51:24] >> Then you could look at your calendar

[51:26] like what kind of events do you attend?

[51:28] What things do you make time for? Right.

[51:33] You can also ask your partner if you've

[51:35] got a husband, wife, whatever. You could

[51:38] ask your parents and you could even ask

[51:40] your friends like, "Hey, what is the

[51:42] thing that I just won't shut up about?"

[51:45] Right.

[51:46] >> Yeah. Yeah. Yeah. They sometimes you

[51:48] need to get outside of yourself to be

[51:50] able to like

[51:51] >> get a good perspective on yourself

[51:53] >> and sometimes it's so obvious you're all

[51:55] stuck in your head what am I passionate

[51:57] about and you ask someone they're like

[51:58] oh it's obviously this thing you don't

[52:00] stop talking about it you spend all your

[52:02] day about it that's the thing

[52:06] >> and I think this is what you need to do

[52:09] first like find out what you're

[52:11] passionate about and spend some time you

[52:13] know doing this kind of discovery

[52:15] process

[52:17] And to give you an example of this in

[52:19] practice. So I'll tell you a quick story

[52:23] about how we came up with the format for

[52:25] school news which is you know the thing

[52:27] you're watching right now.

[52:29] So we wanted to make a like a a weekly

[52:34] kind of show for the schoolers community

[52:38] but historically I really hated making

[52:40] content.

[52:41] >> Yep. Um especially those kind of talking

[52:43] head videos where you just have to like

[52:45] talk at the camera and it and you've got

[52:47] to come up with ideas.

[52:48] >> Yeah,

[52:49] >> they drive me crazy. Um and so obviously

[52:52] if we use that format that I'm not

[52:54] passionate about, we are not going to

[52:56] we're going to suck at doing this.

[52:58] >> Yeah. People can feel it.

[52:59] >> Yeah. So I guess there's there's more to

[53:02] passion than just like you doing it

[53:05] consistently over time. It's also

[53:08] there's something magnetic and

[53:10] contagious about

[53:13] things that people have passion for. And

[53:17] so if it's if it's a joy to create and

[53:19] you love creating it, then it's probably

[53:21] going to be a joy to view and

[53:23] >> and like engage with, right?

[53:26] >> And so if I'm in pain making it, then

[53:28] they're probably going to be like,

[53:29] "Whoa, this is this feels off."

[53:31] >> Yes.

[53:32] >> And also, I'm not going to be

[53:33] consistent.

[53:34] >> Yes. And if you think about how people

[53:36] consume content or consume communities,

[53:38] they're really consuming because they

[53:39] want to feel something different to how

[53:40] they're currently feeling. And if you're

[53:42] feeling super drained, they don't want

[53:44] to feel drained. They're not watching

[53:45] these videos or joining a community to

[53:47] feel drained. They want to feel

[53:49] passionate and excited.

[53:50] >> And if you feel that, they'll feel that.

[53:54] >> Yeah. And so with this example, so we

[53:58] kind of went through this process. I

[54:00] thought, well, what do I consume? And

[54:03] interestingly enough, I absolutely hate

[54:06] talking head videos.

[54:07] >> Y

[54:07] >> So like just watching some dude talk at

[54:09] a camera never. So it makes sense why I

[54:13] hate making them because I I would never

[54:15] watch one either.

[54:16] >> Yes.

[54:17] >> So I was like, "Okay, well what do I

[54:19] watch?"

[54:21] >> And it's podcasts, specifically podcasts

[54:24] with more than one person. I find it

[54:26] very weird watching one person talking

[54:28] to camera, but when there's two people

[54:30] doing something that's kind of natural,

[54:32] >> I watch that.

[54:34] >> The other thing is that it has to be

[54:36] quite natural. It has to unfold

[54:38] naturally instead of like being

[54:40] scripted.

[54:41] >> Mhm. Yeah.

[54:41] >> And the other thing is I really hate

[54:43] editing,

[54:44] >> so it has to just be like one take done.

[54:47] >> Yes.

[54:48] >> Then the other thing is I'm really I

[54:51] really hate the camera and I get all

[54:53] freaked out about it.

[54:55] So, but what I do every day is I sit and

[54:59] look at a computer

[55:00] >> just like this. This is the exact

[55:02] computer screen I look at. And you sit

[55:04] next to me and we talk about school.

[55:06] >> Yes.

[55:06] >> So, I'm like, "Okay, I like looking at

[55:08] my computer. I like talking about

[55:10] school."

[55:11] >> Having Kirby there to talk to about

[55:13] school, too. So, what if we just did

[55:16] that? M.

[55:17] >> And so instead of thinking, "Oh, I need

[55:20] to make my YouTube channel like this

[55:23] guy's YouTube channel or whatever,

[55:25] that's a that's a bad way to go about it

[55:28] because if you don't like doing that,

[55:30] people might not like watching it and

[55:32] then you won't be consistent."

[55:33] >> Mhm.

[55:34] >> So, I hope this example is proving this

[55:37] point for you. If you work with your the

[55:40] things you like and the things you don't

[55:42] like and you kind of navigate through

[55:43] them, what you end up with at the end is

[55:46] something that's actually unique.

[55:49] >> The school news is a kind of unique

[55:50] format. It's not just talking head like

[55:53] six lessons I learned.

[55:54] >> Yeah.

[55:55] >> Right.

[55:55] >> Yeah.

[55:56] >> And it's natural and it's effortless to

[55:59] make.

[55:59] >> Yep.

[56:01] So, you know, with your community, you

[56:04] should think about this, too, because

[56:06] you you want to be unique. You want to

[56:08] be consistent. You want to do it for the

[56:10] long term, and you want people to enjoy

[56:13] it.

[56:14] >> And this is the way to do that by

[56:16] working with the things you like and

[56:18] don't like.

[56:19] >> So, you can kind of create based on what

[56:21] you consume.

[56:22] >> What you consume is a great indicator of

[56:26] what you'll probably like to create,

[56:29] right? Yes.

[56:30] >> Um because you naturally understand the

[56:33] format.

[56:34] >> Yep.

[56:35] >> That's good.

[56:36] >> Yeah. Then scratching your own itch. So,

[56:41] you know, some some of the best

[56:43] companies in the world were just started

[56:45] by people that scratched their own itch.

[56:47] You know, they thought, "Oh, I hate this

[56:49] thing. I'm I hate this thing so much

[56:50] that I'm going to like just build a tool

[56:53] or build this thing to solve it for

[56:55] myself."

[56:56] >> Yep. Then it turns out a lot of other

[56:58] people have that itch too, right?

[57:02] >> Yeah. You can use yourself as a proxy

[57:04] for the niche. Like if you really want

[57:06] something, there's going to be other

[57:07] people out there that want that thing as

[57:08] well. That's also kind of how school

[57:10] started, right? You said that you were

[57:12] running a community business and there

[57:14] was loads of different tools and it was

[57:15] stressful. So you solved your own

[57:17] problem and then that was really

[57:18] valuable for other people as well.

[57:20] >> Yes. So I actually built my own software

[57:23] first, but it wasn't for anyone else to

[57:25] use

[57:25] >> and everyone wanted to use it.

[57:28] >> So I kind of had an early sign that oh

[57:32] people are interested in this thing if I

[57:33] if I make it. Yeah. But it started as me

[57:35] just scratching my own itch.

[57:37] >> Interesting.

[57:38] >> So yeah, build the community you wish

[57:40] existed. If you're using like let's say

[57:44] you're into motocross and you're in a

[57:45] few different motocross communities but

[57:47] none of them cover like I don't know

[57:51] technical details about how to do tricks

[57:53] or none of them have meetups.

[57:55] >> Yes.

[57:55] >> Right.

[57:56] >> Like or none of them are in Australia.

[58:00] >> Yes.

[58:00] >> So like maybe you've got you're in these

[58:03] different communities like around

[58:05] motocross but there's this thing that

[58:07] isn't satisfied. There's an itch there.

[58:09] >> Yeah. Yeah. Yeah. Other people are

[58:10] probably feeling that too and so you

[58:12] could do that.

[58:12] >> Y

[58:13] >> like Kelvin's basically got the

[58:14] schoolers community in Germany.

[58:16] >> Yes.

[58:17] >> Right. Um yeah there's a lot of these

[58:21] and then like I said earlier the passion

[58:23] of the founder is the most important

[58:25] thing because it's magnetic and

[58:28] contagious. People I think more than

[58:31] anything want to be happy and have fun

[58:34] and feel good. And so when they see

[58:36] someone else that's feels like that,

[58:38] it's like, I want some of that, right?

[58:41] So they're just like, I'll get a bit

[58:43] closer to that and I'll stick around

[58:44] because it's I like it how it's kind of

[58:46] washing on to me.

[58:47] >> Yep.

[58:48] >> Um and so protecting this is super

[58:51] important.

[58:51] >> Yeah. And you can't fake it. You can

[58:53] fake it for a certain period of time,

[58:54] but then eventually it's very clear

[58:56] whether you love something or you don't.

[58:58] >> And I see this so much with young

[59:00] entrepreneurs.

[59:01] They've got this thing they love and

[59:03] then they're like, "No, no, I can't do

[59:04] that. I've got to do this other thing

[59:05] and that they're so militant about it

[59:07] and they hate the other thing. I'm like,

[59:09] well, yeah, logically that all makes

[59:10] sense, but

[59:12] >> you're going to quit that.

[59:14] >> Like, you're not even going to last a

[59:16] year.

[59:16] >> Yeah.

[59:17] >> Um Yeah.

[59:20] And it's not about finding a hot niche.

[59:23] It's about finding something you love.

[59:25] >> Yes.

[59:26] >> And you know, this is kind of this

[59:28] constant fight between like your logic

[59:31] and your emotions. Logic might tell you,

[59:33] "No, I need to build a community on uh

[59:35] on AI or something like that because

[59:37] that's a big market."

[59:40] Yeah. But, you know, it's also very

[59:42] competitive and there's a lot of people

[59:43] that love AI and if you don't love it

[59:45] and you're trying to compete with them

[59:47] >> then it's you're not going to do that

[59:49] well.

[59:49] >> Yep.

[59:50] >> So, here's some examples to kind of

[59:52] prove that you can make a lot of money

[59:53] doing like, you know, almost anything. I

[59:56] think a great example is Poop Scoop

[59:59] Millionaire.

[01:00:01] These guys have a community called Poop

[01:00:03] Scoop Millionaire and they teach you how

[01:00:06] to start a poop scooping business,

[01:00:09] right?

[01:00:12] >> And these guys make $60,000 a month.

[01:00:16] >> Let's go.

[01:00:17] >> In the poop scooping niche,

[01:00:20] right?

[01:00:21] >> That's definitely not a hot niche.

[01:00:23] >> That's what I mean. So, and how many

[01:00:25] people are passionate about scooping

[01:00:27] poop? Not many. So, you know, it's very

[01:00:30] unique. It catches everyone's attention

[01:00:34] >> and these guys are passionate about it

[01:00:36] to the point that they're willing to

[01:00:37] host meetups, conferences, all of this.

[01:00:40] >> And it's they make a lot of money doing

[01:00:42] it.

[01:00:43] >> Yep.

[01:00:43] >> Here's another example. Counterstrike

[01:00:45] improvement, CS2 improvement camp. So,

[01:00:49] you know, this guy teaches you how to

[01:00:51] play Counterstrike better.

[01:00:53] >> Yeah.

[01:00:53] >> Right. You know the game Counter-Strike.

[01:00:57] and he makes 11 grand a month just

[01:01:00] teaching you how to play better

[01:01:02] Counter-Strike.

[01:01:02] >> Yeah. And Counter-Strike used to be

[01:01:04] popular. If I'm not mistaken, it's less

[01:01:06] popular now, but he's still

[01:01:07] >> It's still pretty popular.

[01:01:09] >> Yeah.

[01:01:09] >> But maybe less than it used to. And

[01:01:10] either way, he's still killing it.

[01:01:12] >> Yeah.

[01:01:12] >> I think by the when something's hot,

[01:01:15] often everyone jumps on it. And when

[01:01:17] everyone jumps on it, it's harder to

[01:01:19] compete unless you're super passionate.

[01:01:21] So that's why doing something when it's

[01:01:24] not hot can sometimes be even better

[01:01:25] because there's less competition.

[01:01:28] >> Yeah. And also I swear when you just

[01:01:29] follow trends, so does like almost

[01:01:32] everyone else.

[01:01:33] >> Yeah.

[01:01:34] >> And when someone observes that you just

[01:01:36] drift from this thing to this thing to

[01:01:38] this thing to this thing to this thing.

[01:01:40] >> Yes.

[01:01:41] >> You lose all of their trust.

[01:01:43] >> They're like, "Oh,

[01:01:44] >> it's fake. that person did like I don't

[01:01:47] know the some of the big trends I've

[01:01:48] seen is um NFTTS then crypto now AI

[01:01:53] >> there's nothing wrong with any of those

[01:01:54] things if you stayed true to it the

[01:01:56] whole time

[01:01:57] >> yes

[01:01:57] >> if you were always doing NFTs then

[01:02:00] you'll probably still be crushing it

[01:02:01] >> always doing crypto always doing AI

[01:02:05] >> but when you drift around everywhere

[01:02:08] >> that's when you lose a lot of your

[01:02:09] credibility

[01:02:10] >> yep

[01:02:11] >> and here's another example 90s boom bap

[01:02:14] beat making. I love this group. It's

[01:02:18] called Bastard Crew. Bastard Crew. And

[01:02:22] it just teaches you how to make

[01:02:26] uh real '9s boom bap beats.

[01:02:29] >> That's crazy. I don't even know what

[01:02:31] that is. That's niche.

[01:02:32] >> Yeah.

[01:02:34] No fluff, no corny industry chips, just

[01:02:37] the real [ __ ] source.

[01:02:43] I love this group.

[01:02:44] >> What a hook.

[01:02:45] >> And look at like the video.

[01:02:47] >> Yes. I love when you can feel it.

[01:02:49] >> Like look at this. This is so authentic.

[01:02:51] >> Yes. You can't fake that.

[01:02:56] >> This guy's just making beats.

[01:02:58] >> Let's go.

[01:03:01] >> Yeah. That's cool.

[01:03:03] >> Yeah. And it's like genuine. Like if you

[01:03:05] check out his profile, he's very active.

[01:03:08] If you check out his YouTube, he again

[01:03:12] makes videos about making beats, right?

[01:03:16] >> So to go back to that big picture

[01:03:18] diagram, YouTube to school.

[01:03:22] >> And to make a YouTube channel about

[01:03:24] something, to make an Instagram channel

[01:03:26] about something, to make a community

[01:03:27] about something, and do it consistently

[01:03:29] over time. Imagine if you didn't like '

[01:03:32] 90s boom bat beats.

[01:03:34] >> You're going to hate your whole life.

[01:03:36] >> Yeah. Or imagine if you didn't like

[01:03:38] scooping poop.

[01:03:40] >> Yep.

[01:03:41] >> And some people might think their video

[01:03:43] game is their distraction,

[01:03:45] but this guy's making 11 grand a month

[01:03:47] doing this.

[01:03:48] >> Yeah. Yeah. That's good.

[01:03:49] >> So, and you know, there's so many of

[01:03:50] these examples. We've even seen

[01:03:52] calligraphy

[01:03:54] like we've even seen horror film fans.

[01:03:57] They just they're fans of horror.

[01:03:59] >> Yep. We've seen like so many different

[01:04:01] things where people make serious incomes

[01:04:05] and the most important thing is you've

[01:04:07] just got to be passionate about it. And

[01:04:09] if you learn to follow what you like and

[01:04:12] what you don't like, you will have

[01:04:15] natural differentiation,

[01:04:18] >> which I swear is the most important

[01:04:19] ingredient in business is just

[01:04:21] differentiation.

[01:04:23] >> Not looking like everyone else, not

[01:04:25] feeling like everyone else. And it there

[01:04:28] the way to do that is by following what

[01:04:30] you like and what you don't like.

[01:04:32] >> Yeah, that is interesting because you

[01:04:34] are unique. So what you like is

[01:04:35] different.

[01:04:38] >> Yeah. Now let's look at how to get

[01:04:41] ideas.

[01:04:43] So, if you just look at school

[01:04:46] discovery, and you can do that by going

[01:04:49] to school.com and then navigating here

[01:04:52] to discover communities, you can just

[01:04:55] look at school discovery. You can scroll

[01:04:58] through different communities and see

[01:05:01] what they're doing, see what they're

[01:05:03] saying on their about page, see what

[01:05:06] they're charging, whatever. You can even

[01:05:08] flick through different categories like

[01:05:09] hobbies, music, money, tech, right? And

[01:05:15] this might start to give you some ideas.

[01:05:19] Another thing you can do is you can look

[01:05:21] at the school games leaderboards. So if

[01:05:23] you go to the schoolers community and

[01:05:26] you click on games here, you can see,

[01:05:29] you know, all the different

[01:05:32] um ranking groups and different

[01:05:34] communities.

[01:05:34] >> Yep.

[01:05:35] >> And different categories. Sorry. Um,

[01:05:39] and it, you know, one thing I always

[01:05:40] noticed is there's dog training.

[01:05:43] Dog training and languages always seem

[01:05:46] to be popular. Video games is always

[01:05:48] popular.

[01:05:49] >> Yeah.

[01:05:51] Musical instruments. I mean, you you'll

[01:05:53] start to just get ideas when you look at

[01:05:55] the Discovery and the School Games

[01:05:57] leaderboards.

[01:05:58] >> Yep.

[01:05:59] >> And so, look at these things and then

[01:06:01] look at what you're interested in from

[01:06:03] up here.

[01:06:05] And you might start to come up with some

[01:06:07] ideas and just start writing them down

[01:06:09] in a Google doc or on a piece of paper.

[01:06:12] >> Yep.

[01:06:13] >> Another thing I've heard people mention

[01:06:15] quite a bit is this II. I don't even

[01:06:17] know how to say it.

[01:06:18] >> I

[01:06:20] a Japanese concept on how to find what

[01:06:23] you love. Cuz the Japanese I I believe

[01:06:25] they have one of the longest lifespans

[01:06:28] and there's this book written where they

[01:06:30] tried to figure out why they live so

[01:06:32] long. And a large part of the answer was

[01:06:34] they put an emphasis on following their

[01:06:36] guy, which is what you'll explain.

[01:06:39] >> I think Japanese culture is very good at

[01:06:40] finding their thing

[01:06:42] >> because they've they're like craftsmen

[01:06:43] of of every different thing like whether

[01:06:45] it's making sushi, making knives,

[01:06:47] making,

[01:06:48] >> you know, video games or whatever.

[01:06:50] >> Yep.

[01:06:51] >> Like they treat it as a

[01:06:53] >> their purpose. Yeah.

[01:06:54] >> Right.

[01:06:55] >> Yeah.

[01:06:56] >> And I don't think there's so much bias

[01:06:58] about, oh, everyone should do this or

[01:07:00] everyone should do that. It's more

[01:07:01] naturally distributed between all the

[01:07:03] different things you could be interested

[01:07:05] in. Right.

[01:07:06] >> Yeah. That's interesting.

[01:07:07] >> Yeah. And so basically what this is is

[01:07:10] what you're good at. You can have in the

[01:07:12] circle what the world needs, what you

[01:07:15] love, and what you can be paid for. And

[01:07:19] so you could try this diagram out like

[01:07:21] maybe write down things you might get

[01:07:23] paid for. Write down things you're good

[01:07:25] at. Write down what the world needs. And

[01:07:28] then write down the things you love. And

[01:07:30] maybe there's some interesting

[01:07:33] >> like I don't know overlap of these

[01:07:36] things.

[01:07:36] >> Yeah.

[01:07:37] >> If this, you know, theory isn't always

[01:07:40] doesn't always translate to practice. So

[01:07:43] I wouldn't worry too much about trying

[01:07:44] to get this thing to to overlap.

[01:07:46] >> Yeah.

[01:07:47] >> Um but yeah, I guess if it was perfect,

[01:07:51] what's in the middle here would be your

[01:07:53] school community.

[01:07:54] >> Yeah.

[01:07:55] >> But this is just another thing that

[01:07:57] might give you ideas. You don't have to

[01:08:00] follow it exactly.

[01:08:02] >> Yeah. It's a tool.

[01:08:03] >> Yeah. And now just a couple of examples.

[01:08:06] So Kirby, why don't you tell us about

[01:08:08] your little story here just real quick?

[01:08:09] >> My little story is I built a YouTube

[01:08:13] channel and I was an educational creator

[01:08:14] and that was all I did full-time. And

[01:08:17] the whole time it was me on my own

[01:08:19] trying to figure out how I could grow

[01:08:21] this channel, what I should make videos

[01:08:23] about. And it sucked and it was lonely

[01:08:25] and there was no community about it out

[01:08:27] there. But I saw there was another

[01:08:28] community called Indie Hackers, which is

[01:08:31] a community for people who are trying to

[01:08:32] go full-time using code. They're trying

[01:08:35] to build little softwares and go

[01:08:36] full-time with that. And that gave me

[01:08:38] the idea, why don't I start a community

[01:08:40] for educational creators who are trying

[01:08:43] to go full-time, not through code, but

[01:08:45] through educational content. And that

[01:08:47] was the idea that birthed my community.

[01:08:49] It was something I wanted, and it was

[01:08:51] like something else that I saw, but

[01:08:53] there was a gap that nobody had created.

[01:08:55] and it ended up being something that

[01:08:57] people loved.

[01:08:59] >> Yeah, that's interesting.

[01:09:01] So, you could say it's like this but has

[01:09:04] this thing that's different. Yeah.

[01:09:06] >> It's like schoolers but for people that

[01:09:08] speak German.

[01:09:09] >> Yeah. Yeah. Yeah.

[01:09:10] >> Um and then Hazel has a successful

[01:09:14] community. We shared it in the first

[01:09:16] module. Um

[01:09:18] >> crochet.

[01:09:18] >> Crochet. Yeah. And so I DM' her and I

[01:09:21] said, "Hey, did a school community

[01:09:23] inspire you to make your community Her

[01:09:26] community is called Crochet Creations

[01:09:27] and she said, "Yeah, I was inspired by

[01:09:29] this community called Naughty Hub."

[01:09:32] Right. And it What does this community

[01:09:34] do?

[01:09:37] >> So, it teaches you

[01:09:38] >> designer.

[01:09:39] >> Yeah. Something about yarn.

[01:09:42] >> Yeah. So, I don't even know what this

[01:09:44] is, but it's something Oh, crochet

[01:09:48] lovers and yarn enthusiasts. So, you

[01:09:51] know, she saw there was a community on

[01:09:53] here and that and then she thought,

[01:09:56] well, I also like crochet and I could do

[01:09:59] my twist on it.

[01:10:00] >> Yep.

[01:10:01] >> And that inspired her to make her

[01:10:03] community. Another example is Nate

[01:10:06] Belmar.

[01:10:07] Um, he loves anime, but he also loves

[01:10:10] fitness and like biohacking.

[01:10:13] >> Mhm.

[01:10:14] >> And he made Anime Shreds.

[01:10:15] >> Yeah. This this crushes. And you know,

[01:10:17] sometimes in a crowded category like

[01:10:19] fitness or biohacking.

[01:10:21] >> Yep.

[01:10:22] >> You you need some differentiation,

[01:10:24] right?

[01:10:25] >> He just likes anime.

[01:10:27] >> Yeah.

[01:10:27] >> So, they literally have things in here

[01:10:31] that are about like that like the design

[01:10:34] and the aesthetic and even the way

[01:10:37] everything's like taught to you is in

[01:10:40] this frame of like anime.

[01:10:42] >> Yeah. Yeah. Yeah. He has these like PDF

[01:10:44] scrolls. It's not just like a fitness

[01:10:46] plan. It's like these ancient scrolls

[01:10:48] where you learn the fitness program in

[01:10:50] that method. It's so unique.

[01:10:52] >> Yeah. And so just combining passion for

[01:10:57] anime and fitness and biohacking creates

[01:10:59] this unique

[01:11:00] >> Yeah.

[01:11:00] >> unique thing.

[01:11:01] >> Yep.

[01:11:02] >> And I forget how much he makes, but he

[01:11:04] makes quite a lot.

[01:11:05] >> Yeah. 50 grand or something like that.

[01:11:07] >> More than 50 grand a month, I think.

[01:11:09] >> Yeah.

[01:11:10] >> Then

[01:11:12] you know this one's a big one. The key

[01:11:15] to all of this is to start first, like

[01:11:17] just do it and then iterate over time

[01:11:22] because people get stuck trying to find

[01:11:25] the perfect idea.

[01:11:26] >> Yes.

[01:11:27] >> Like they're just sitting at the

[01:11:28] starting line and they're like doing,

[01:11:30] you know, insane calculus trying to

[01:11:32] figure out like I need the perfect thing

[01:11:34] before I do anything. It never happens.

[01:11:37] >> Yep.

[01:11:37] >> Never.

[01:11:38] >> Yeah. and instead you'll just like

[01:11:40] overwhelm yourself and freak out and

[01:11:43] quit, right? Um

[01:11:45] >> yeah.

[01:11:46] >> So what you need to understand is the

[01:11:49] best group ideas came from iterating

[01:11:52] through like five wrong ideas.

[01:11:54] >> Yes. You can't get it perfect straight

[01:11:56] away.

[01:11:58] >> Just start and make it less bad over

[01:12:00] time. Even the school community school

[01:12:02] is now how many iterations has it been

[01:12:03] through to get to where it is now? Every

[01:12:05] community changes over time and gets

[01:12:08] better over time. You can't make it

[01:12:10] perfect from the beginning.

[01:12:11] >> Yep. And so really the key is to start

[01:12:15] and then learn by doing. Don't like

[01:12:18] learn everything you possibly need to

[01:12:20] know and then start.

[01:12:21] >> Yeah. Yeah. Yeah. Yeah. I think the

[01:12:22] analogy is like to build a successful

[01:12:24] community there's a hundred steps and

[01:12:26] most people are trying to figure out

[01:12:27] what's step 45. What do I do? How am I

[01:12:30] going to get my retention to be good?

[01:12:32] How am I going to keep my churn low? But

[01:12:34] you don't need to figure out the whole

[01:12:35] process before you start. Just take the

[01:12:37] first step, then the second step's

[01:12:39] obvious. You take that step and go about

[01:12:41] it that way.

[01:12:42] >> Yeah. I remember hearing when I was like

[01:12:45] a while ago an analogy that made sense

[01:12:47] to me. It was like

[01:12:49] when you're driving a car at night, the

[01:12:51] headlights only illuminate so much road

[01:12:53] in front of you.

[01:12:54] >> Yeah.

[01:12:54] >> And that's all you need to get to your

[01:12:56] destination, right?

[01:12:57] >> You don't need the whole path perfectly

[01:13:00] like illuminated.

[01:13:01] >> Value.

[01:13:02] >> Yeah.

[01:13:04] And then how to pick when you have more

[01:13:07] than two ideas. So you know sometimes at

[01:13:10] the school games someone comes up to me

[01:13:13] usually young person and says hey man

[01:13:15] what do you think I should do? I could

[01:13:17] do this. I could do this. I could do

[01:13:18] this. And I always just say to them what

[01:13:21] do you want to do?

[01:13:22] >> And they're like what? They're like that

[01:13:26] doesn't matter.

[01:13:28] And I'm like no that does matter. And

[01:13:30] they're like, "No, man. Like this other

[01:13:32] thing I I should do this other thing."

[01:13:33] And I'm like, "Well, if you think you

[01:13:34] should do this other thing so badly, why

[01:13:36] are you asking me?"

[01:13:38] >> Because they know deep down.

[01:13:41] >> It's quite an interesting experience.

[01:13:43] It's quite quite fun.

[01:13:45] >> Um,

[01:13:46] and then they stop usually when I say

[01:13:50] like, "Why are you asking me?" And

[01:13:51] they're like, "But this, but this, but

[01:13:53] this." And I'm like, "What do you really

[01:13:56] want to do?" M

[01:13:57] >> and then often they I think people

[01:14:00] confuse what they really want to do with

[01:14:02] what they think might work.

[01:14:05] >> Mhm.

[01:14:05] >> Yes.

[01:14:06] >> So they tell me what they think might

[01:14:08] work and they rationalize it based on oh

[01:14:10] this or this or this. But I can sense

[01:14:13] there's some

[01:14:15] >> Yeah.

[01:14:16] >> I can sense this unease.

[01:14:18] >> Yeah.

[01:14:19] >> Um and so I often say like if you were

[01:14:21] just if you were to just listen to your

[01:14:22] heart like what does that tell you to

[01:14:25] do? And they're often like, "Oh, do

[01:14:26] this."

[01:14:28] >> And there's like this sigh of relief.

[01:14:29] And then I'm like, "Why don't you just

[01:14:30] do that?"

[01:14:32] >> And then they're often like, "Oh, but"

[01:14:34] and I'm like, "All right, man. [ __ ]

[01:14:35] this."

[01:14:36] >> I think a huge distortion is people

[01:14:37] think that what they want to do, they

[01:14:39] can't make money from. And that's the

[01:14:40] pull. They're like, "Well, I want to

[01:14:41] make money, but I also want to do what

[01:14:42] they're passionate about."

[01:14:44] >> But I think when you go through

[01:14:45] discovery and you go through the school

[01:14:47] games, you realize that you can make

[01:14:48] money with any niche. If you just bring

[01:14:50] people together,

[01:14:52] >> money can be generated from that. No

[01:14:54] matter what the niche is,

[01:14:56] >> it might start a little slower.

[01:14:58] >> Mhm.

[01:14:58] >> Than just doing the thing that someone

[01:15:00] might pay you instantly for.

[01:15:01] >> Yep.

[01:15:03] >> But it will make you so much more money

[01:15:05] longer term.

[01:15:06] >> Yep.

[01:15:06] >> Because

[01:15:08] you actually love it. So it will be

[01:15:10] unique and it will compound over time

[01:15:12] and you'll stick to it over the long

[01:15:14] term.

[01:15:14] >> Yeah.

[01:15:15] >> And then honestly, if you're still torn

[01:15:17] and you're like, "Okay, there's these

[01:15:19] two ideas or maybe there's these four

[01:15:21] ideas and I can't decide what one."

[01:15:22] >> Yep. I want to introduce you to a tool

[01:15:25] that I use all the time. Actually,

[01:15:27] >> infamous

[01:15:28] >> and Kirby can confirm I use this almost

[01:15:31] every day for making decisions. If we're

[01:15:34] stuck on a choice and it we just need to

[01:15:37] make a choice.

[01:15:37] >> Yeah.

[01:15:38] >> Right.

[01:15:39] >> And it looks like they're both equal.

[01:15:41] >> Yep.

[01:15:41] >> Well, then the biggest waste of time is

[01:15:44] to just keep

[01:15:46] keep like wasting energy and time over

[01:15:50] it, right? You just need to decide. So,

[01:15:52] I use this this wheel. It's called

[01:15:56] picker pickerwheel.com, right? Yes or no

[01:15:58] wheel.

[01:15:59] >> Not sponsored.

[01:16:00] >> And all you need to do is just click it

[01:16:04] and it will spin and it will tell you

[01:16:07] what you should do.

[01:16:11] >> Yeah, this is good.

[01:16:13] >> Oh, I didn't ask it a question, so I

[01:16:15] don't know what this means. Um, and then

[01:16:18] there's even an op there's a version of

[01:16:20] this where you can like have more than

[01:16:22] two options, but I try to just keep it

[01:16:23] to yes or no.

[01:16:24] >> Yeah. Yeah. I think if there's a

[01:16:27] decision and it's really difficult to

[01:16:28] decide which one you should go with,

[01:16:30] it's probably because neither decision

[01:16:32] is obviously better than the other one.

[01:16:34] If one of the decisions was way better

[01:16:36] than the other one, you wouldn't be

[01:16:37] struggling to make the decision. So,

[01:16:39] this is useful because if the decisions

[01:16:40] are both roughly equally as good, then

[01:16:43] there's no point spending hours trying

[01:16:45] to figure out which one to do. just spin

[01:16:46] the wheel.

[01:16:47] >> I think the real beauty of it is is if

[01:16:50] this gives you the wrong option, you

[01:16:52] find out that it's wrong and choose the

[01:16:53] right one faster than you would have if

[01:16:55] you were still just sitting there trying

[01:16:57] to find the right one.

[01:16:58] >> Yeah. Cuz you feel it. You're like, "Oh,

[01:16:59] no. I didn't want it to say that."

[01:17:01] >> Cuz you sometimes the only way to find

[01:17:02] out what the right thing is is to do it.

[01:17:06] >> So the sooner you do it, the faster you

[01:17:08] get the real answer, right? But if

[01:17:09] you're still paralyzed there wondering

[01:17:11] what thing you should do, then you'll

[01:17:13] often move faster if you just use this

[01:17:15] yes or no wheel.

[01:17:16] >> Yep.

[01:17:18] >> Yeah. Use it all the time, honestly. And

[01:17:22] it funny story is I learned about this

[01:17:24] from a billionaire dude. He said he

[01:17:26] flipped a coin though.

[01:17:28] >> He was like, "When it's a decision like

[01:17:30] this, it's you don't waste effort on it.

[01:17:33] You just flip it."

[01:17:33] >> Nice. And then I learned that Magnus

[01:17:35] Carlson, like the best chess player in

[01:17:38] the world, uses this to choose his

[01:17:41] opening move for a for a chess game.

[01:17:44] >> That's so crazy.

[01:17:45] >> Yes. Someone asked him in a podcast

[01:17:47] like, "How do you choose your opening?"

[01:17:48] >> Yeah.

[01:17:49] >> He says, "It's random." And he goes,

[01:17:50] "What? You just choose?" And he goes,

[01:17:52] "No, no, no. I've got an app on my

[01:17:53] phone. It's truly random."

[01:17:56] >> Yeah. That's crazy.

[01:17:56] >> Cuz he has a set of good openers. And

[01:18:01] the most important thing is is his

[01:18:03] opponent's probably trying to guess

[01:18:05] which one he's going to open with. So if

[01:18:07] it's truly random,

[01:18:08] >> but this there's some real intelligence

[01:18:10] to using this wheel, I'm telling you.

[01:18:14] >> And yeah, that is really it for this

[01:18:18] module on finding your group topic.

[01:18:23] So figure out what you're interested in,

[01:18:26] scratch your own itch,

[01:18:29] start, then iterate, listen to your

[01:18:31] heart,

[01:18:32] >> and spin the wheel.

[01:18:34] >> Yes, definitely spin the wheel.

[01:18:37] >> See you later. Bye.

[01:18:38] >> The key to setting up a community and

[01:18:41] building a community from the very

[01:18:43] beginning is to think of it like

[01:18:45] starting a party. And we've got

[01:18:47] something to watch here. This is

[01:18:50] actually quite relevant and almost

[01:18:53] perfect.

[01:18:55] >> Learned a lot about leadership and

[01:18:56] making a movement. Then let's watch a

[01:18:58] movement happen start to finish in under

[01:19:01] 3 minutes and dissect some lessons.

[01:19:04] First, of course, a leader needs the

[01:19:05] guts to stand alone and look ridiculous.

[01:19:08] But what he's doing is so simple, it's

[01:19:10] almost instructional. This is key. You

[01:19:12] must be easy to follow. Now, here comes

[01:19:15] the first follower with a crucial role.

[01:19:17] He publicly shows everyone else how to

[01:19:19] follow. Notice how the leader embraces

[01:19:21] him as an equal. So, it's not about the

[01:19:24] leader anymore. It's about them, plural.

[01:19:26] Notice how he's calling to his friends

[01:19:28] to join in. So, it takes guts to be a

[01:19:30] first follower. You stand out and you

[01:19:32] brave ridicule yourself. Being a first

[01:19:35] follower is an underappreciated form of

[01:19:37] leadership. The first follower

[01:19:39] transforms a lone nut into a leader. If

[01:19:43] the leader is the flint, the first

[01:19:45] follower is the spark that really makes

[01:19:47] the fire. Now, here's the second

[01:19:49] follower. This is a turning point. It's

[01:19:51] proof the first has done well. Now, it's

[01:19:53] not a lone nut, and it's not two nuts.

[01:19:55] Three is a crowd, and a crowd is news. A

[01:19:59] movement must be public. Make sure

[01:20:01] outsiders see more than just the leader.

[01:20:03] Everyone needs to see the followers

[01:20:05] because new followers emulate followers,

[01:20:07] not the leader. Now, here come two more

[01:20:09] people, then three more immediately. Now

[01:20:12] we've got momentum. This is the tipping

[01:20:14] point and now we have a movement. As

[01:20:17] more people jump in, it's no longer

[01:20:19] risky. If they were on the fence before,

[01:20:22] there's no reason not to join in now.

[01:20:25] They won't stand out. They won't be

[01:20:27] ridiculed and they will be part of the

[01:20:29] in crowd if they hurry. And over the

[01:20:32] next minute, you'll see the rest who

[01:20:33] prefer to stay part of the crowd because

[01:20:36] eventually they'd be ridiculed for not

[01:20:38] joining. And ladies and gentlemen, that

[01:20:40] is how a movement is made. So, let's

[01:20:43] recap what we've learned. If you are a

[01:20:45] version of the shirtless dancing guy all

[01:20:47] alone, remember the importance of

[01:20:50] nurturing your first few followers as

[01:20:52] equals, making everything clearly about

[01:20:54] the movement, not you. Be public. Be

[01:20:57] easy to follow. But the biggest lesson

[01:21:00] here, did you catch it? Leadership is

[01:21:04] over glorified. Yes, it started with the

[01:21:07] shirtless guy, and he'll get all the

[01:21:08] credit. But you saw what really

[01:21:10] happened. It was the first follower that

[01:21:13] transformed a lone nut into a leader.

[01:21:16] There's no movement without the first

[01:21:18] follower. See, we're told that we all

[01:21:21] need to be leaders, but that would be

[01:21:22] really ineffective. The best way to make

[01:21:25] a movement, if you really care, is to

[01:21:28] courageously follow and show others how

[01:21:30] to follow. When you find a lone nut

[01:21:33] doing something great, have the guts to

[01:21:35] be the first person to stand up and join

[01:21:38] in.

[01:21:45] >> There's so many lessons there.

[01:21:47] >> Yeah. So, there's multiple lessons in

[01:21:50] there that we're going to cover, but the

[01:21:52] thing that I like the most is as soon as

[01:21:53] there's three, it snowballs.

[01:21:56] >> Yeah. Yeah,

[01:21:56] >> it's like that one guy on his own before

[01:21:59] he gets one person to join then one it's

[01:22:02] still kind of

[01:22:03] >> there's some inertia there but as soon

[01:22:05] as there's like three it just takes off.

[01:22:08] >> Yep.

[01:22:08] >> So yeah, we think that to start a

[01:22:12] community the right way, there's three

[01:22:14] things. Set the vibe, invite three

[01:22:17] friends, and show up and let things

[01:22:20] emerge. And we're going to cover each of

[01:22:23] these now. So the first one, so when

[01:22:26] you're setting the vibe, if you think

[01:22:28] about it like a party,

[01:22:30] well, you want to get the music right,

[01:22:32] you want to get the lighting right, you

[01:22:35] want to get the mood right. If you know

[01:22:37] there's super bright lights and no

[01:22:40] music,

[01:22:41] >> Yeah.

[01:22:42] >> then it's pretty lame.

[01:22:43] >> Yes.

[01:22:43] >> And you also need some beers and things.

[01:22:45] >> Um, so you want to do the same with your

[01:22:48] community. And I think the way you set

[01:22:49] the vibe is with the group name, icon,

[01:22:53] cover image, description, and about

[01:22:55] page. And to do this, you just go into

[01:22:58] your community, and you click settings,

[01:23:02] general, upload a group icon, image, a

[01:23:06] cover image. We give you the dimensions

[01:23:08] there. Add a short description. Can just

[01:23:10] be something very simple.

[01:23:13] And then you can go to your about page

[01:23:16] and just write a very short description

[01:23:18] here. And maybe just add one image here

[01:23:21] to start with. Keep it super simple. You

[01:23:24] don't need to over complicate it. And

[01:23:26] you can just go to Google image search.

[01:23:28] Like if I just Googled moon bathing, I

[01:23:30] could see a bunch of images. I could use

[01:23:32] one of those. Or you could ask chat GPT

[01:23:35] to generate an image of something.

[01:23:36] >> Yeah.

[01:23:37] >> Both of those tools are free.

[01:23:38] >> Yes.

[01:23:39] >> And available to everyone.

[01:23:40] >> Another one is Canva. I used to use

[01:23:42] Canva and create these complex images to

[01:23:44] do this sort of stuff and then I saw Sam

[01:23:46] just go to Google images, download an

[01:23:48] image and just upload that and I was

[01:23:50] like, "Oh, it's that easy." Really?

[01:23:52] >> Yeah. I don't even have Canva.

[01:23:54] >> Canva is cool though and it does work.

[01:23:56] >> Don't have Canva. Don't pay for chat

[01:23:57] GBT. You can always come up with some

[01:24:00] with this stuff.

[01:24:01] >> Yep.

[01:24:01] >> And yeah, really don't overthink it.

[01:24:04] Just make it feel

[01:24:06] >> like set the vibe.

[01:24:07] >> Yep.

[01:24:08] And it should instantly look and feel

[01:24:11] like it's for them. And them is your

[01:24:14] target audience with this community. And

[01:24:16] we've got some examples to show you. So

[01:24:19] calligraphy school, it's about learning

[01:24:22] calligraphy. It instantly feels you get

[01:24:25] the vibe pretty quick. That pickle ball

[01:24:28] school, I mean, you see pickle ball over

[01:24:30] here, that place for all pickle ball

[01:24:32] players. There's playing pickle ball.

[01:24:34] Pretty straightforward. The Lady Change.

[01:24:39] It's for women who want to lose weight

[01:24:42] from menopause.

[01:24:44] And you instantly understand what this

[01:24:46] is about.

[01:24:48] This one ' 90s boom b beat making. You

[01:24:51] instantly get what this is about. Yes. I

[01:24:55] think people over complicate this. It's

[01:24:56] like if you're teaching guitar, there

[01:24:58] should be a guitar in your image and in

[01:25:00] the video. If you're teaching pickle

[01:25:02] ball, go to the pickle ball court and

[01:25:03] make your video or get your images from

[01:25:06] there instead. Just like as simple as

[01:25:08] possible.

[01:25:08] >> Greg Lutzka, professional skater, was

[01:25:11] asking me like, "Hey man, what do you

[01:25:12] think of my about page?" And it was him

[01:25:14] sitting at his computer talking to the

[01:25:17] camera and I was like, "Dude, people

[01:25:20] want to see you grind a handrail.

[01:25:22] Like, what is this? This is a skating

[01:25:26] community and you're at a computer. Like

[01:25:28] what about all of the awesome footage

[01:25:30] you've got? Right. So like just get

[01:25:32] straight to it. Show some you know like

[01:25:36] this guy here. He shows him

[01:25:38] >> on a liong journey to master.

[01:25:40] >> He shows him like actually making beats.

[01:25:43] >> So cool.

[01:25:44] >> Yeah. And then here's the schoolers

[01:25:47] about page. You can see, you know, we

[01:25:50] don't even have a video here. It's just

[01:25:51] a single image of the office. Private

[01:25:53] club for school owners. Let's build

[01:25:55] communities together. Right. pretty

[01:25:57] straightforward. So, you don't need to

[01:26:00] over complicate it.

[01:26:02] And it's a good idea to state the

[01:26:05] purpose of the group. And this can be

[01:26:07] very simple. It's just who it's for. And

[01:26:09] maybe there's also a shared goal. So,

[01:26:13] like the pickle ball school, it says for

[01:26:16] people who want to get better at playing

[01:26:18] pickle ball.

[01:26:18] >> Yep.

[01:26:19] >> Right. Um the calligraphy school is like

[01:26:22] people who want to learn modern

[01:26:23] calligraphy.

[01:26:24] >> Yes.

[01:26:25] >> Yeah. So it just keep it very simple and

[01:26:29] straightforward because people do judge

[01:26:31] a book by its cover and they should

[01:26:33] instantly just be able to judge it and

[01:26:34] be like, "Oh yeah, this is for me."

[01:26:36] >> 100%.

[01:26:37] >> Yeah. Another thing to do is a pinned

[01:26:40] post so that when members come, there's

[01:26:44] something in there at the top of the

[01:26:45] feed that tells people, you know, it

[01:26:49] welcomes them and it gives them

[01:26:51] something to do, something simple. And

[01:26:53] I've got an example here that I've

[01:26:56] pinned.

[01:26:57] And I think this is a really simple way

[01:27:00] you can do it. You can just say,

[01:27:01] "Welcome, introduce yourself, plus share

[01:27:03] a pick of your workspace.

[01:27:06] >> Let's get to know each other." You can

[01:27:08] use this simple format. Hey, I'm from

[01:27:11] location. For fun, I like to do this

[01:27:14] thing. Here's a pick of my workspace.

[01:27:16] >> Yep.

[01:27:17] >> And then I said, I'll go first. Hey, I'm

[01:27:19] from LA. For fun, I like to stay in

[01:27:21] forest cabins. Here's a pick of my

[01:27:23] workspace.

[01:27:24] >> Boom. Simple.

[01:27:26] >> Very simple. And then Andrew Kirby added

[01:27:29] one for him.

[01:27:30] >> That guy seems cool.

[01:27:31] >> You're going to get a ban.

[01:27:32] >> That guy is funny.

[01:27:38] >> I think it's like just first impressions

[01:27:40] is the lesson here. Both with the pin

[01:27:42] post and with the about page and stuff.

[01:27:44] And also we look through a ton of

[01:27:46] different communities. Almost everyone

[01:27:47] encourages people to introduce

[01:27:49] themselves inside of their community.

[01:27:50] So, it's a good best practice.

[01:27:52] >> Yeah. I think the the real lesson here

[01:27:54] with this pin post is this vase.

[01:27:59] >> Whoa.

[01:28:00] >> Johnny, cut to this vase. Look at this

[01:28:02] thing. It's beautiful. So,

[01:28:05] so there's this like Zen proverb I

[01:28:08] remember reading and it said

[01:28:11] the reason why vases never get thrown

[01:28:13] out is because it allows the user to put

[01:28:17] a piece of them inside it.

[01:28:21] So, if it just was static and it was

[01:28:23] just it it had fake flowers in it, you

[01:28:26] would probably get sick of it and throw

[01:28:27] it out, right?

[01:28:28] >> But it's the fact that it's a container

[01:28:30] for people to put a piece of themsel in

[01:28:34] it. It's kept forever. And I think a

[01:28:37] good community is like that and a good

[01:28:40] introduce yourself post is like that

[01:28:42] too. Ask. So, it's very simple here.

[01:28:46] It's saying it's even giving them a

[01:28:48] template for them to put

[01:28:50] >> Yeah.

[01:28:51] >> themsself into it. Yeah.

[01:28:52] >> Including the photo and the you know

[01:28:54] there's a saying like a picture says a

[01:28:56] thousand words. I've seen this work so

[01:28:59] well because what people do is they spot

[01:29:01] the vibe of other people's setups. They

[01:29:04] notice the guy who has an electric

[01:29:06] guitar in the background and they end up

[01:29:08] DMing him and being like, "Yo, do you

[01:29:10] play?" Yeah.

[01:29:11] >> Or they notice the person that's in the

[01:29:12] snow or that's

[01:29:14] >> you can just see the different vibes and

[01:29:16] you can kind of tell if you're going to

[01:29:18] get along with someone by their

[01:29:19] workspace.

[01:29:20] >> Yeah. Very true.

[01:29:21] >> And so it you're immediately starting to

[01:29:24] connect people by just giving them

[01:29:27] something very simple that they can

[01:29:29] engage with. They don't have to think

[01:29:31] too hard about it. And then yeah, you're

[01:29:33] starting to like form this web of

[01:29:36] connections.

[01:29:39] So you want to think about your

[01:29:40] community like that, the vase example.

[01:29:42] And then a very simple thing is to put a

[01:29:46] weekly hangout on the calendar. And

[01:29:49] we've noticed that the best communities

[01:29:51] tend to start like this.

[01:29:53] >> There's something special about putting

[01:29:55] a face to a name to a voice.

[01:29:57] >> 100%.

[01:29:58] >> Like once you've seen someone on video

[01:30:01] and heard them speak, you know what

[01:30:02] their voice sounds like when you next

[01:30:04] see their post or their comment. Yep.

[01:30:06] >> It means so much more. Yes.

[01:30:08] >> And it makes the community stronger and

[01:30:10] richer and the people tend to overthink

[01:30:14] this and there's Hamza coffee hour story

[01:30:18] here. This is Hamza. He's got some

[01:30:20] communities on school and he he has a

[01:30:23] successful YouTube channel. He makes

[01:30:25] content and everything and he has a paid

[01:30:27] community and he asked his members like,

[01:30:29] "Hey, what do you guys want from me?"

[01:30:33] >> Mhm. And they were like, "Honestly, we

[01:30:35] just want to hang out with you on Zoom

[01:30:38] >> because we already get tons of content

[01:30:39] on your YouTube channel."

[01:30:41] >> Yep.

[01:30:41] >> We just want to hang out.

[01:30:43] >> And so he called this, I think he did it

[01:30:47] daily. You don't have to do it daily,

[01:30:49] but you can do it once a week. And he

[01:30:51] just called it coffee hour. And

[01:30:53] literally all he does is shows up, opens

[01:30:57] up Zoom, has his morning coffee, and

[01:30:59] just talks about whatever.

[01:31:01] >> Yeah.

[01:31:01] >> With his And they love it. It's one of

[01:31:03] their most favorite parts about his

[01:31:06] community. And to set up one of those,

[01:31:08] you can just click on the calendar tab.

[01:31:11] We even have a pre-built thing for you

[01:31:12] here that's just called coffee hour.

[01:31:15] >> Or you can click up here, coffee hour,

[01:31:18] and you can call it whatever you want.

[01:31:20] Set a time, repeat every week or or

[01:31:24] whatever. And then you can use Zoom or

[01:31:27] Google Meet. And soon you'll be able to

[01:31:29] use school's own live feature. Um, but

[01:31:32] it's pretty easy to use meet or zoom.

[01:31:34] I'm sure people can figure it out. Uh,

[01:31:37] and then quick description can just be

[01:31:39] like, "Come hang out. Let's talk about

[01:31:42] anything."

[01:31:42] >> Yep.

[01:31:43] >> And you don't need to have an agenda or

[01:31:45] anything like that. You can add a cover

[01:31:47] image. Um,

[01:31:49] >> who added those cats? Was that you?

[01:31:51] >> Uh, I can't remember.

[01:31:54] Um,

[01:31:55] but yeah, this way, you know, there's a

[01:31:59] there's this it's like setting the tempo

[01:32:01] of a of a group. You've got post and

[01:32:03] comments and they're kind of

[01:32:04] asynchronous,

[01:32:06] >> but some kind of synchronized like tempo

[01:32:10] like once a week live

[01:32:12] >> and then you can record that if you

[01:32:14] want. You don't have to in the

[01:32:15] beginning.

[01:32:16] >> Um, that's a really solid basic

[01:32:19] structure to build a community. So, it's

[01:32:22] just set the vibe,

[01:32:24] have an introduce yourself post that's

[01:32:26] pinned,

[01:32:28] and put a weekly call on the calendar,

[01:32:30] and state the purpose

[01:32:34] of the group. That's it. Everything else

[01:32:37] will form from there.

[01:32:39] >> Yep.

[01:32:40] And the second thing is to invite three

[01:32:43] friends. So, if you're going to host a

[01:32:44] party and people start showing up and

[01:32:46] they're strangers, it's going to be a

[01:32:49] weird party. They could be strange, they

[01:32:51] could be weird, they may not fit the

[01:32:53] vibe that you're wanting to have. So,

[01:32:55] the best parties that I've been to, and

[01:32:56] if I've hosted a party, you always

[01:32:58] invite a few people that you know are

[01:33:00] going to be great members before

[01:33:02] everybody else comes.

[01:33:02] >> You need a balance cuz you want a few

[01:33:05] strangers cuz it makes things new and

[01:33:06] interesting. But if there's no friends

[01:33:08] and only strangers,

[01:33:10] >> yes,

[01:33:10] >> it sucks.

[01:33:11] >> And you always start with friends.

[01:33:13] >> Yes.

[01:33:13] >> Maybe there's one or two or three people

[01:33:15] that even come and help you set up. So,

[01:33:17] the best communities we've seen start by

[01:33:20] people inviting a friend, a colleague, a

[01:33:22] customer, one to three people. And you

[01:33:25] can do that by looking through your

[01:33:26] texts, your DMs, your contacts, your

[01:33:28] emails, even people who follow you on

[01:33:31] Instagram or Facebook friends, LinkedIn

[01:33:33] connections, contacts, anything. You

[01:33:35] probably know these people. You know

[01:33:37] them very well. And you can just start

[01:33:39] by sending a casual message, inviting

[01:33:41] them to the group. Yo, want to join this

[01:33:44] new community I'm building? I'm sure you

[01:33:46] text in your own way. You don't need a

[01:33:48] preframed script. Just invite these

[01:33:50] people to your group and they'll help

[01:33:52] you set things up. They'll help you get

[01:33:54] out of your head. And we even did a data

[01:33:56] analysis on school and found that people

[01:33:58] that have three members in their group

[01:34:00] have twice the likelihood of having a

[01:34:02] successful group.

[01:34:04] >> Yep. Getting people in there. It What is

[01:34:07] a community without people? It's not

[01:34:09] actually a community.

[01:34:10] >> Yeah. One person's one person's lonely.

[01:34:13] Two is just a conversation. Like we're

[01:34:15] having a conversation. This isn't a

[01:34:16] community. Three people. Now the

[01:34:19] community forms.

[01:34:21] >> Yep.

[01:34:23] >> So set it. Set the vibe. Invite three

[01:34:26] friends the same way you would start a

[01:34:28] party. So you get some music going.

[01:34:30] >> Yeah.

[01:34:30] >> Dim the lights. Put on some music.

[01:34:33] >> Yeah. I think

[01:34:34] >> three friends over.

[01:34:36] >> That's it. There's a lesson like a lot

[01:34:38] of times when we're building an online

[01:34:40] community, we forget what we're doing

[01:34:41] building a community. But if you use an

[01:34:43] analogy of like real life like a party

[01:34:46] or bringing people together, then what

[01:34:48] you should do and how you should engage

[01:34:50] with the community becomes far more

[01:34:52] simple.

[01:34:53] >> Yeah. Do you know how you could have a

[01:34:54] lame party?

[01:34:55] >> How?

[01:34:56] >> Prepare a three-hour lecture

[01:34:59] and invite people over.

[01:35:02] >> Which brings us to point three.

[01:35:05] >> So the the third thing once you've done

[01:35:07] that is you just got to show up and let

[01:35:10] things emerge. I think people are too

[01:35:14] they're almost too like controlling and

[01:35:16] prescriptive. They want to like

[01:35:18] >> think through everything, design

[01:35:20] everything, build everything and then

[01:35:21] just force it upon people.

[01:35:23] >> Yeah.

[01:35:23] >> Instead of starting with very simple

[01:35:26] initial conditions and letting the

[01:35:27] complexity emerge from that

[01:35:30] >> naturally.

[01:35:31] >> Mh.

[01:35:31] >> And so good communities always emerge.

[01:35:34] >> Yep.

[01:35:35] >> That's how good cultures emerge. That's

[01:35:36] how good everything emerges. And I think

[01:35:39] a good example here is a lecture versus

[01:35:42] a party,

[01:35:44] >> right? Like no one really likes to be

[01:35:46] lectured to.

[01:35:47] >> Yes.

[01:35:48] >> No one really wants to attend a lecture.

[01:35:50] >> Yes.

[01:35:51] >> But everyone likes a party.

[01:35:53] >> Yes.

[01:35:54] >> And the difference here is a lecture is

[01:35:55] one person forcing like this stuff upon

[01:35:58] a bunch of people. And a party is people

[01:36:01] talking to each other and having fun.

[01:36:04] >> Mh. And so I think that, you know,

[01:36:08] letting and a good party always emerges

[01:36:10] too. Often the best parties are kind of

[01:36:14] spontaneous too, right? There's

[01:36:16] something to that.

[01:36:18] >> And you don't need to have everything

[01:36:20] ready before inviting people. Like you

[01:36:23] can get people in early even when you

[01:36:25] haven't fully formed the idea or the

[01:36:28] concept for what this thing is

[01:36:30] >> because they will help you find it.

[01:36:33] >> Yes. And the beauty of finding it

[01:36:35] together is that then they're way more

[01:36:37] bored in

[01:36:39] >> because they were there when it was in

[01:36:40] this stage and then that stage and then

[01:36:42] this other stage

[01:36:44] >> and so they they feel like they've been

[01:36:47] a part of it and they've evolved with

[01:36:50] it.

[01:36:50] >> Yeah. A good framing for that is calling

[01:36:52] it founding members as well.

[01:36:54] >> A good way to get people in before it's

[01:36:56] ready is to say, would you like to be a

[01:36:57] founding member? Because then they feel

[01:36:59] like they have some responsibility to

[01:37:01] like

[01:37:02] engage in the group and make the group

[01:37:04] good and they feel like they were there

[01:37:06] from right in the beginning which gets

[01:37:07] them super bored in

[01:37:09] >> and they also don't expect it to be

[01:37:10] finished because it's just a founding

[01:37:11] member.

[01:37:12] >> Yeah.

[01:37:14] And good communities are co-created with

[01:37:16] the members over time.

[01:37:19] So cocreation like

[01:37:22] learn what people want and then give

[01:37:24] them a little bit of that and then see

[01:37:26] what they like and give them more of

[01:37:27] that. see what they don't like, remove

[01:37:29] some of that.

[01:37:30] >> And it's like a it's like a dance

[01:37:32] between like,

[01:37:34] >> you know, you and the members trying to

[01:37:36] give them trying to craft the ultimate

[01:37:38] like experience.

[01:37:40] >> And a good way to think about it is push

[01:37:42] first pull. So I use this a lot and what

[01:37:46] I think most people do is they push or

[01:37:49] force what they think people want on

[01:37:51] them. Mhm.

[01:37:52] >> But when you do that, people are very

[01:37:56] bad at telling you, "I don't want this.

[01:37:57] Please take it away."

[01:37:59] >> They never say that. They just don't say

[01:38:01] anything.

[01:38:02] >> Yeah.

[01:38:02] >> Which is the worst. So then you end up

[01:38:04] with all of the stuff that you've put

[01:38:06] out there and you don't know what people

[01:38:07] like and don't like

[01:38:08] >> and they're not telling you. Whereas if

[01:38:10] you let them pull it from you, people

[01:38:13] tend if you learn what people want. And

[01:38:15] the way to do that is to kind of leave

[01:38:17] some silence. Don't give them too much.

[01:38:19] Cuz if you give them too much, they'll

[01:38:21] just be overwhelmed and bounce.

[01:38:23] >> But if you don't give them

[01:38:25] >> enough in a way, they'll kind of pull

[01:38:27] from you what they want. Then you give

[01:38:29] them a bit of that and that way what you

[01:38:31] end up with is something that they want

[01:38:35] fully.

[01:38:35] >> Yes.

[01:38:36] >> Versus and there's nothing there that

[01:38:39] they don't want.

[01:38:40] >> Yeah. Yeah.

[01:38:41] >> And that's how I think you make a good

[01:38:42] product and that's how you make a good

[01:38:44] community. M it's like it's better to

[01:38:46] have a few things that people love than

[01:38:48] a lot of things that people are just

[01:38:50] like meh.

[01:38:51] >> Yep.

[01:38:51] >> We've said meh a lot in this uh this

[01:38:54] video.

[01:38:54] >> Mhm. And then I think just showing up

[01:38:58] and keeping the vibe right, you know, if

[01:39:00] you don't show up to your own party, two

[01:39:03] things could happen. One is

[01:39:06] a bunch of

[01:39:08] >> random people would turn up and and um

[01:39:11] rams sack the whole place, which is

[01:39:13] funny cuz that actually happens to some

[01:39:15] communities

[01:39:16] >> on school.

[01:39:18] >> Um the other one is it just will suck

[01:39:20] and someone will come in and then leave

[01:39:23] and then no one else will come and it

[01:39:25] will just suck.

[01:39:26] >> Yes.

[01:39:27] >> So, you know, the first thing you need

[01:39:29] to do is show up.

[01:39:30] >> Yep. And then the second thing you need

[01:39:32] to do is keep the vibe right.

[01:39:34] >> Yeah. It's on you as the owner. That's

[01:39:36] your responsibility.

[01:39:36] >> Yeah. Like if someone turns up and

[01:39:38] they're spilling their drink all over

[01:39:41] everyone and then they put on some

[01:39:44] terrible music and they're like

[01:39:45] shouting,

[01:39:47] >> they're ruining the vibe.

[01:39:48] >> Yep.

[01:39:49] >> You need to sort that out.

[01:39:50] >> You do.

[01:39:51] >> And if the music gets really lame, you

[01:39:53] need to sort that out.

[01:39:55] >> You need to kind of like make sure that

[01:39:57] things are balanced.

[01:39:58] >> Yes.

[01:39:58] >> People run out of beer.

[01:40:01] you need more. So, that's really what

[01:40:05] all you need to do to set up your

[01:40:08] community and get the first three

[01:40:10] members. Think of it like starting a

[01:40:12] party. Set the vibe, invite three

[01:40:16] friends, and then just show up and let

[01:40:19] things emerge. And by show up, I mean

[01:40:21] like daily. Checking in on it daily.

[01:40:25] >> And so, that's it for this one.

[01:40:27] engagement plus 10 true regulars. So,

[01:40:31] this one is all about building a

[01:40:34] community that has engagement. Like, if

[01:40:36] you're we see posts and some people

[01:40:38] like, "Hey, why is no one engaging in my

[01:40:40] community?" Yep.

[01:40:41] >> And it's always the same thing that's h

[01:40:43] that's happening.

[01:40:45] >> And so, the big idea here is like a

[01:40:48] thousand strangers verse 10 friends.

[01:40:50] Good communities have friends. 10 10

[01:40:53] true regulars is a good way to think

[01:40:55] about it. And bad communities are just a

[01:40:58] collection of strangers.

[01:40:59] >> Yeah.

[01:40:59] >> And no one wants to talk to anyone.

[01:41:03] >> And so there's three things that you

[01:41:05] want to do here. Don't lecture people,

[01:41:07] number one. Build friendships, number

[01:41:09] two. And then curate the culture, number

[01:41:11] three. We're going to run through these

[01:41:13] three things now.

[01:41:15] So I think there's a real problem with

[01:41:19] like lecturing people.

[01:41:21] >> And I've thought a lot about this

[01:41:23] problem. like where does it come from

[01:41:26] and what what's going on here?

[01:41:28] >> Yeah.

[01:41:29] >> And I think I've got a pretty good

[01:41:32] take on it now. And so it's thought

[01:41:34] leadership and value posts and I want to

[01:41:37] show you what the rest of the world

[01:41:39] thinks about this kind of stuff.

[01:41:44] >> Walk on stage. Walk on stage. Walk on

[01:41:47] stage. Walk on stage.

[01:41:51] I am a thought leader. You know that I'm

[01:41:55] a thought leader because I'm wearing a

[01:41:56] blazer. I have glasses and I've just

[01:41:58] done this with my hands.

[01:42:02] I will now walk over to my laptop. By

[01:42:04] doing so, I'm demonstrating to you that

[01:42:06] as a thought leader, I understand

[01:42:09] technology and that there will be slides

[01:42:12] because everybody knows that a

[01:42:14] presentation seems more legitimate than

[01:42:16] it actually is if there are slides.

[01:42:20] >> I'm now going to come.

[01:42:23] >> So, you get the point. You can watch

[01:42:25] this video if you want. It's got like

[01:42:27] 2.5 million views, which shows that, you

[01:42:31] know, by the time something is being

[01:42:34] mocked in on mass and the comments

[01:42:37] agree,

[01:42:39] >> it shows you that something's like

[01:42:40] weird, it's gone too far.

[01:42:42] >> Yep.

[01:42:42] >> And I think social media kind of created

[01:42:47] >> social media and TED talks and things,

[01:42:49] it created this whole idea of being a

[01:42:51] thought leader or an expert or having

[01:42:53] authority or something. Yep. And it

[01:42:55] makes people act really weird and it

[01:42:57] makes them do things that are known as

[01:43:00] value posts.

[01:43:02] And there's another whole like thing

[01:43:05] here called LinkedIn Lunatics

[01:43:09] which has like 815,000

[01:43:13] members.

[01:43:14] And LinkedIn Lunatics is talking about

[01:43:17] the like insufferable

[01:43:20] behavior on LinkedIn. And I'm sure

[01:43:22] you've experienced it yourself. Let me

[01:43:24] just give you a perfect example of like

[01:43:26] thought leadership and value posts. So

[01:43:30] here

[01:43:32] this guy is saying, "I proposed to my

[01:43:34] girlfriend this weekend. Here's what it

[01:43:37] taught me about B2B sales."

[01:43:40] >> Oh, that's funny.

[01:43:41] >> I'm sure you've seen this. It's

[01:43:44] everywhere. We have to delete this [ __ ]

[01:43:46] every day.

[01:43:49] >> I'm just like delete, delete, delete,

[01:43:50] delete, delete, delete. Yeah,

[01:43:52] >> it's like insane. Honestly,

[01:43:53] >> it's one of the rules in school. There's

[01:43:55] no thought posts.

[01:43:58] >> And here's another image about it. Like

[01:44:01] LinkedIn lunatics be like, "What should

[01:44:03] I post about today?" B2B lessons from

[01:44:05] getting engaged.

[01:44:06] >> Why is it all about getting engaged?

[01:44:08] >> Heroism of hiring a pregnant woman.

[01:44:12] >> Increased productivity. That was my

[01:44:14] >> from working in the bathroom. I always

[01:44:17] see things about leadership and barley

[01:44:19] for some for some reason.

[01:44:24] >> But

[01:44:24] >> no, it's like five tips.

[01:44:26] >> Oh, this one. Career lessons from my

[01:44:28] kids lemonade stand. So, it's like these

[01:44:31] people wake up and they're like, "Okay,

[01:44:32] I need to get some cont. I need to post

[01:44:34] some value, right?" And they just post

[01:44:37] this crap and it's it's insane,

[01:44:40] honestly. But then, you know, they

[01:44:44] wonder why no one engages. So, we see

[01:44:47] this all the time. Someone will

[01:44:49] >> someone will start a community and

[01:44:51] they're posting value posts every day

[01:44:53] like 10 things from Bali. This this this

[01:44:56] this these articles, we actually call

[01:44:58] them thought leader articles. They're

[01:45:00] very similar to a Medium article.

[01:45:02] >> Yeah.

[01:45:02] >> Which is an insufferable thing. Um, and

[01:45:07] so they're basically posting thought

[01:45:09] leader medium articles into their

[01:45:11] community.

[01:45:12] >> Yep.

[01:45:13] >> And wondering why no one is engaging.

[01:45:15] >> Yeah. And the analogy is imagine going

[01:45:17] to a party and standing up at the front

[01:45:19] and saying, "All right, here's 10 ways

[01:45:21] that you can increase your engagement."

[01:45:23] Everyone's like, "Shut up. We're here to

[01:45:24] have fun."

[01:45:25] >> Yeah. You'd get booed.

[01:45:26] >> Yeah. Don't tell me what to do.

[01:45:28] >> Yeah.

[01:45:30] And so in like don't lecture people if

[01:45:33] you want them to engage. Don't lecture

[01:45:35] them.

[01:45:36] >> Yep.

[01:45:36] >> And the the key to this is like good

[01:45:40] communities emerge. So it you know it's

[01:45:43] kind of a dance or this thing that comes

[01:45:45] from the initial conditions by setting

[01:45:48] the vibe and the vision and the goal and

[01:45:51] then members coming in and there's a

[01:45:54] interaction there.

[01:45:55] >> Y

[01:45:55] >> so party verse lecture. Don't be a

[01:45:58] thought leader.

[01:45:59] >> Yeah.

[01:45:59] >> Think of it as building a party or a

[01:46:01] movement.

[01:46:03] And the key to doing that is to ask

[01:46:05] questions that give members an

[01:46:07] opportunity to participate.

[01:46:11] The key thing is give members an

[01:46:14] opportunity to participate.

[01:46:16] >> Yeah. Yeah. Yeah. There's a good story

[01:46:18] here. There was this cake mix that

[01:46:20] people would sell and it was a huge

[01:46:22] opportunity and if you just put it in

[01:46:25] the oven it makes this beautiful cake.

[01:46:26] The cakes were good. It was quick. It

[01:46:28] was easy. It was cheap. But it didn't

[01:46:30] sell. People weren't interested. So this

[01:46:32] company hired a team of the best

[01:46:34] psychologists in the world to figure out

[01:46:35] why nobody was buying this cake mix. And

[01:46:38] what they found was that people want to

[01:46:39] feel involved. So what they did is they

[01:46:42] had the exact same cake mix, but all you

[01:46:44] had to do was add an egg, but as soon as

[01:46:46] you added an egg to the cake mix, it

[01:46:48] felt like it was yours. Now you're proud

[01:46:50] of the cake that you've made and it

[01:46:52] started selling like crazy.

[01:46:53] >> So when you give people an opportunity

[01:46:55] to put themsel,

[01:46:57] >> they will love it so much more.

[01:46:59] >> Yeah. And again, it's this vase example

[01:47:01] that we've got here. Johnny, give us the

[01:47:03] shot.

[01:47:04] >> We don't have a vase camp.

[01:47:07] >> So allow like good communities have

[01:47:10] posts and questions and discussions that

[01:47:13] allow members to put a piece of them

[01:47:15] into it.

[01:47:16] >> Yes.

[01:47:17] >> Then it they're bought in. They're a

[01:47:18] part of the community. Y

[01:47:20] >> just like a vase its use is that it

[01:47:23] allows you to put something of your own

[01:47:25] inside of it.

[01:47:26] >> Yep.

[01:47:27] The other thing is participate in

[01:47:30] comments and replies more than you post.

[01:47:33] So when we look at these people that

[01:47:35] say, "I've got no engagement. What's

[01:47:36] going on?" 100 thought leader posts.

[01:47:39] >> Not a single comment.

[01:47:43] Someone else asks a question, they're

[01:47:44] like, "Fuck that. I'm not even I'm not

[01:47:46] even going to read that."

[01:47:51] >> So like, that's not cool. Imagine

[01:47:56] at a party just someone's speaking to

[01:47:57] you, you ignore them and you just keep

[01:48:00] talking to them. Everyone hates that

[01:48:02] person at a party.

[01:48:03] >> Yeah. But like there there should when I

[01:48:06] think about it as a ratio I spend it's

[01:48:08] like 9 to one the amount of energy I put

[01:48:12] into comments, replies, and reading

[01:48:15] >> versus posting. help

[01:48:17] >> because you don't know what to post

[01:48:18] about unless you've got like really

[01:48:21] listened and engaged with the community

[01:48:22] to see what they need and then you give

[01:48:24] it to them and you announce it in a post

[01:48:26] >> 100%.

[01:48:27] >> Right? So you should be participating in

[01:48:30] comments and replies. That's where

[01:48:31] you're actually talking to someone.

[01:48:33] Doing a post is like a broadcast to

[01:48:36] everyone. So you're not really talking

[01:48:38] to someone.

[01:48:39] >> True.

[01:48:39] >> You're talking to the group. M

[01:48:42] >> but when you're actually in the comments

[01:48:44] and replies, you're building

[01:48:45] relationships with people

[01:48:47] >> and you should do this more than you

[01:48:48] post. And you should also listen more

[01:48:50] than you talk. And listening is reading

[01:48:54] on school. So like you know I every

[01:48:57] morning I sweep the whole community. I

[01:48:59] go through everything since I basically

[01:49:02] went to sleep and I read everything

[01:49:06] and that it gives me a good sense and a

[01:49:09] good feel for like what the community

[01:49:11] wants.

[01:49:12] >> Yes.

[01:49:12] >> And then that's what I should be

[01:49:14] focusing on is delivering that.

[01:49:16] >> Yep.

[01:49:17] >> And you should ask for help solving

[01:49:19] problems. Like if you're experiencing a

[01:49:21] problem, don't just like sit with it.

[01:49:24] like you can involve your community in

[01:49:26] that.

[01:49:27] >> Mhm.

[01:49:27] >> And you can crowdsource solutions. It's

[01:49:31] a really effective way to to get ideas.

[01:49:34] School has basically been built from the

[01:49:37] community.

[01:49:38] >> They told us what we should make and

[01:49:40] then we did it.

[01:49:41] >> Yes.

[01:49:42] >> And you should ask for feedback. Like a

[01:49:44] lot of the time when I'm contemplating

[01:49:46] doing this thing or that thing, I'll ask

[01:49:48] the community. This can also happen

[01:49:50] through DMs, by the way. It doesn't all

[01:49:52] have to be posts.

[01:49:53] >> Yeah. and include your members in

[01:49:56] decisions. Let them co-create the thing

[01:49:59] with you and let them have a say in its

[01:50:02] future and its direction because that's

[01:50:05] how you will build really loyal

[01:50:08] uh relationships and and members.

[01:50:10] >> Yep. And it's just genuinely helpful to

[01:50:12] ask people for their thoughts

[01:50:14] >> that too. Yeah.

[01:50:18] >> And you want to I think a good a good

[01:50:20] leader they're passionate about the

[01:50:22] subject. they should be the most

[01:50:24] passionate. You want to like build in

[01:50:26] public like you don't have to have

[01:50:28] everything ready right away. You want to

[01:50:30] have a small amount and then

[01:50:32] ship it as you go the same way we're

[01:50:35] making this course right now

[01:50:37] >> and bring people with you on the

[01:50:39] journey.

[01:50:40] >> Yeah, that's good. So the first thing is

[01:50:44] don't lecture people. The second thing

[01:50:45] we've seen successful communities do is

[01:50:47] to build friendships inside of their

[01:50:49] community. So the good communities have

[01:50:52] strong relationships between the founder

[01:50:54] and the people and then the people

[01:50:56] itself. We have niche boom on the left

[01:50:59] which is the traditional way is an

[01:51:00] audience where there's just one person

[01:51:02] who speaks to everyone inside. And then

[01:51:05] on the right we have the community which

[01:51:07] is the new way of doing things where the

[01:51:10] owner is in the middle connected with

[01:51:12] all the other members but also all of

[01:51:14] the other members are connected with

[01:51:16] each other. And this is really cool

[01:51:17] because it means if you as the owner go

[01:51:19] away for a week, say you're on vacation,

[01:51:21] the community is still there. They're

[01:51:23] showing up not just for you, but for

[01:51:24] everybody else. So the community can

[01:51:26] stay super strong.

[01:51:29] And the best way to do this is to have a

[01:51:32] weekly hangout call. One simple call per

[01:51:35] week can be as simple as you getting

[01:51:37] together, sharing a coffee, getting

[01:51:39] together, hanging out, getting to know

[01:51:41] each other is a really good way to build

[01:51:43] that community.

[01:51:44] And a lot of people are like, "Oh, I

[01:51:46] don't want to do things that don't

[01:51:48] scale. I don't want to do it. I just

[01:51:50] want to build a course and leave it

[01:51:51] alone. I don't want to spend time doing

[01:51:53] something that doesn't scale." But I've

[01:51:57] seen that the best communities come from

[01:52:00] people building relationships

[01:52:01] one-on-one. Gary Vee calls this in the

[01:52:04] trenches. You have to get in the

[01:52:05] trenches and fight hand-to-hand combat.

[01:52:08] I mean, obviously, you're not fighting.

[01:52:09] you're building relationships, but you

[01:52:11] do it one- on-one instead of one to

[01:52:13] many. And you can really build great

[01:52:15] relationships by having deep

[01:52:17] conversations with people inside of the

[01:52:19] DMs. Also, connecting members with other

[01:52:22] members, like I said, is almost as

[01:52:23] important as you having relationships

[01:52:25] with people. It's the friends example,

[01:52:28] like in the TV show Friends, which is

[01:52:31] basically 10 friends hanging out, 10

[01:52:33] true regulars. It's not just Joey

[01:52:35] friends with Chandler. They're all

[01:52:37] friends with each other. And it's the

[01:52:39] interconnectedness of those

[01:52:41] relationships that make for the

[01:52:42] interesting dynamic, which is why people

[01:52:44] love friends so much. So you can DM

[01:52:46] people, you can get on calls with

[01:52:48] people, and even meeting people in

[01:52:50] person is like the epitome of community

[01:52:53] building. You can meet up with your

[01:52:54] members. It builds relationships unlike

[01:52:57] anything else. Like I remember the first

[01:52:59] time meeting schoolers, it feels real.

[01:53:02] And even Zoom calls aren't the same as

[01:53:04] meeting in person. Yeah, I can say a

[01:53:07] little something here. So, I'm always on

[01:53:10] the lookout for people who like get it

[01:53:13] >> or who are really committed or

[01:53:15] passionate.

[01:53:17] >> And what I'll do is, you know, the first

[01:53:19] thing you got to do is show up and and

[01:53:21] listen and read, right?

[01:53:23] >> But I'll notice those people and I'll

[01:53:26] often it starts by me liking their stuff

[01:53:28] and then I might leave a comment and I

[01:53:30] might say, "Wo, this is really good." M

[01:53:32] >> and then if it if they keep doing that,

[01:53:35] I'll escalate it to a DM.

[01:53:37] >> Yep.

[01:53:37] >> And then I'll start DMing them stuff and

[01:53:40] I'll start asking them, "What do you

[01:53:42] think of this? What do you think of

[01:53:43] that?"

[01:53:44] >> And they now they feel like they're

[01:53:47] they're getting information that other

[01:53:48] people don't have and that I'm trusting

[01:53:50] them with bigger decisions.

[01:53:52] >> Yes.

[01:53:52] >> So now we're even tighter and then it

[01:53:55] escalates to Zoom.

[01:53:56] >> So I'll often just say, "Yo, you online

[01:54:00] question mark?" Yes. I just send them a

[01:54:02] Zoom link

[01:54:03] >> and then we jump on Zoom, not even

[01:54:04] scheduled, never met them before. And

[01:54:07] then I start showing them designs. I'm

[01:54:09] asking for their feedback. Now we're

[01:54:11] even closer.

[01:54:13] >> And then the next level from there is we

[01:54:15] meet in person.

[01:54:16] >> And often that just happens because

[01:54:18] they're in town and they they're like,

[01:54:20] "Yo, I'm going to be in LA on at this

[01:54:22] time. Will you be around?"

[01:54:24] >> Yep.

[01:54:24] >> And because we've already got a

[01:54:25] relationship, I'm like, "Yeah."

[01:54:27] >> Yes.

[01:54:27] >> And then and that's actually what

[01:54:29] happened with you. Yeah. You've kind of

[01:54:31] gone through this thing here.

[01:54:32] >> Yep.

[01:54:33] >> And then you eventually ended up joining

[01:54:36] the school team and sitting here, which

[01:54:39] I guess is the ultimate form, the the

[01:54:42] final stage.

[01:54:44] >> Yeah. So, if someone DMs you something

[01:54:48] cool, another little tip that is

[01:54:51] beneficial is often times people are

[01:54:53] scared to post things inside of the

[01:54:55] community and people will DM you and

[01:54:57] they're like, "Oh, I just had this win."

[01:54:58] people in school has messaged me and

[01:55:00] they're like, "I just got my first sale.

[01:55:02] I just got a hundred members inside of

[01:55:03] my community." And a really good tip is

[01:55:05] just to ask them to post it in the

[01:55:07] community because if they just DM it to

[01:55:09] you, only you see it. But encouraging

[01:55:12] people to post means that everybody sees

[01:55:14] it. And often in the beginning, it is

[01:55:16] work to get the community going and

[01:55:18] buzzing. You do have to ask people to

[01:55:20] post, you have to post, you have to

[01:55:22] engage. But then once it's going, it

[01:55:24] becomes less effort.

[01:55:26] >> Yes. Sometimes people will share a win

[01:55:28] privately and wins should be public.

[01:55:30] >> Yes.

[01:55:31] >> The other one is questions. Some

[01:55:34] questions you just best to handle them

[01:55:36] privately but some would make great

[01:55:37] discussions with everyone involved.

[01:55:40] >> Definitely.

[01:55:40] >> Yeah.

[01:55:41] >> And the final thing in build friendships

[01:55:43] is to check in with people. So just ask

[01:55:45] them how is school going for you? What

[01:55:47] are your thoughts on my community? What

[01:55:49] are your thoughts on this specific

[01:55:50] topic? How are you getting on? What

[01:55:52] problems are you running into? Is there

[01:55:54] anything I can do to help? And by

[01:55:55] checking in with people privately,

[01:55:57] they'll tell you what they want. And

[01:55:59] when you spot a pattern, like if a few

[01:56:01] people say, "Oh, I need this thing." Now

[01:56:04] you know what to build. Now you know

[01:56:05] what to add to the calendar. Now you

[01:56:07] know what to post. Now you know what

[01:56:09] course to build. Only once you've

[01:56:10] checked in with people.

[01:56:12] >> Yeah. And I think here people think like

[01:56:16] they they're just checking in on people

[01:56:17] and they're like, "Hey, is there

[01:56:18] anything I can do for you? Is there

[01:56:19] anything?" And that can get a little bit

[01:56:21] annoying, honestly.

[01:56:22] >> Yep. Um,

[01:56:24] you know, if that's the kind of group

[01:56:26] you're building, that's totally fine.

[01:56:28] But for me, a lot of the time, I'm not

[01:56:30] saying, "Is there anything I can do for

[01:56:32] you?" I'm asking for some feedback on

[01:56:34] something I'm doing.

[01:56:36] >> It's so much easier for them to like

[01:56:39] >> Yes.

[01:56:39] >> to to say something about that.

[01:56:41] >> They don't have to think.

[01:56:42] >> It still builds a relationship. It helps

[01:56:44] me

[01:56:45] >> and they feel a part of it. And then now

[01:56:48] they might ask me for feedback about

[01:56:50] something.

[01:56:51] >> Yep. Yeah.

[01:56:54] Then the third one is curating the

[01:56:56] culture. And this is really important.

[01:56:59] Once you've got, you know, a group of

[01:57:02] people there,

[01:57:04] you So good communities feel like cozy

[01:57:07] villages. They have culture inside jokes

[01:57:11] and stuff.

[01:57:14] Don't know if I was supposed to say,

[01:57:15] etc. Um, so one thing I've found very

[01:57:20] useful for this is to think about your

[01:57:23] model citizens.

[01:57:25] >> Model citizens. It's a very powerful

[01:57:28] idea. So you want to think who is the

[01:57:30] model citizen that you want everyone to

[01:57:33] like

[01:57:34] >> to be more like.

[01:57:36] >> Yes. Because if you if you're very clear

[01:57:38] about your community's model citizens,

[01:57:40] it sets the goal and standard for

[01:57:43] everyone and everyone's like, "Okay, I

[01:57:45] that's what good looks like."

[01:57:47] >> Yes,

[01:57:47] >> they need to know what good looks like.

[01:57:50] And that's the easiest way to do that,

[01:57:52] identify them and publicly praise them.

[01:57:56] You know, an easy way to publicly praise

[01:57:59] people is to pin their post.

[01:58:01] >> It's so funny. It's literally two

[01:58:03] clicks, but it signals to the entire

[01:58:05] community, we want more of this.

[01:58:08] >> Yeah. And there's a good example I've

[01:58:10] got here. So, when me and Kirby were

[01:58:13] like rearranging the schoolers

[01:58:15] community, Kirby was like, I think we

[01:58:17] should tell people what we want.

[01:58:19] >> And I was like, I think we need to let

[01:58:20] it emerge because I don't even think we

[01:58:23] fully know what we want.

[01:58:24] >> Yep. And so when it emerged like a

[01:58:27] person saying they got very low churn

[01:58:30] and they're exactly what they did with

[01:58:32] their community. We pinned that post.

[01:58:34] >> Yep.

[01:58:34] >> And then something very interesting

[01:58:36] happens. People start modeling that.

[01:58:39] >> Yes.

[01:58:40] >> People learn very quickly. Oh, low churn

[01:58:42] in a high quality group.

[01:58:44] >> If I build that, if I get these results,

[01:58:47] screenshot my dashboard and share my

[01:58:49] story, there's a high chance I'll get

[01:58:51] pinned, too.

[01:58:52] >> You've just given away the source. Yeah,

[01:58:55] but it works. We've without telling

[01:58:59] people what we want. We've noticed this

[01:59:00] when we pin stuff, people do more of

[01:59:03] that.

[01:59:03] >> 100%.

[01:59:04] >> And so it really works. And then when

[01:59:08] you find these model citizens, you want

[01:59:09] to build deep relationships with them.

[01:59:12] These are very important people in your

[01:59:14] community. And so you they shouldn't be

[01:59:17] treated like everyone else.

[01:59:19] >> Yep.

[01:59:20] >> You can do one-on-one Zooms with them.

[01:59:23] DM them, meet in person, all of this.

[01:59:26] >> Yeah. And a lot of communities have one

[01:59:28] guy at the top that's the guru and

[01:59:30] everybody else peasants. They're normal

[01:59:32] community members. But that creates such

[01:59:34] a weird dynamic where if you are not

[01:59:37] just the one person who's super cool,

[01:59:39] who's the best person in the community,

[01:59:41] but you bring people up, then it makes a

[01:59:43] better dynamic where it's less weird.

[01:59:46] It's more natural. Like at a church,

[01:59:48] there's not just one person that's the

[01:59:50] best. There's a lot of people that form

[01:59:52] the congregation and there's a lot of

[01:59:53] leaders inside of the community. It

[01:59:55] works really well.

[01:59:57] >> And then you want to make them stars.

[02:00:00] So, you know, really build up their

[02:00:03] status. We kind of have started calling

[02:00:05] it internally like a school celebrity.

[02:00:08] >> Like, oh, Misha is becoming a school

[02:00:10] celebrity. Um, another thing we do is we

[02:00:12] shout them out on school news. So, we

[02:00:14] pull them up as examples in school news.

[02:00:16] And you I'm sure you've seen that. Y

[02:00:18] >> we include them as examples in the

[02:00:20] course which we've done earlier today

[02:00:23] and we also when we do our school games

[02:00:27] events they're the people speaking

[02:00:30] >> and so you know and we feature them more

[02:00:33] so like we're really trying to like blow

[02:00:35] them up.

[02:00:36] >> Yep. We want these people to become

[02:00:38] super famous.

[02:00:39] >> And when you have a group of people that

[02:00:42] are like that, everyone will follow

[02:00:45] that. And then the community is a real

[02:00:48] community. It's not just one person

[02:00:49] lecturing. Yes. It's a you've got 10

[02:00:52] true regulars, 10 model citizens, 10

[02:00:55] deep relationships, 10 friendships. It's

[02:00:58] all kind of the same thing.

[02:01:00] >> And you want to think of the carrot and

[02:01:02] the stick. So you want to publicly

[02:01:04] praise good behavior. If someone does a

[02:01:07] good post, pin it. We in schoolers, we

[02:01:11] have a category called gems.

[02:01:13] >> Yep.

[02:01:13] >> And so sometimes when someone does a

[02:01:15] good post, we put it in the gyms

[02:01:17] category. We pin it and then we comment

[02:01:20] on it and saying, "Wa, this is amazing.

[02:01:22] I just moved this to gems and pinned

[02:01:25] it."

[02:01:26] >> Yes.

[02:01:26] >> So like the person feels very loved.

[02:01:31] >> Yep. Even a simple like does this. If

[02:01:34] you like someone's comment, often people

[02:01:36] notice the founder. Oh, I just liked by

[02:01:38] this person, it's a good way to praise

[02:01:41] good behavior.

[02:01:42] >> Yeah. And you've got to moderate bad

[02:01:43] behavior, too. This is the stick, right?

[02:01:46] So, there's got to be an incentive and a

[02:01:47] reward, but also some kind of punishment

[02:01:50] for bad behavior.

[02:01:51] >> Yep.

[02:01:52] >> So, I like to do most of this not in

[02:01:55] public because it's just not positive.

[02:01:57] >> Yep.

[02:01:58] >> So, I try to deal with it in the DMs and

[02:02:00] things. So delete something, tell

[02:02:02] someone, hey look, I deleted this

[02:02:04] because of this.

[02:02:04] >> Yep.

[02:02:05] >> But if it's a real problem for the whole

[02:02:08] community, it has to be addressed

[02:02:09] publicly, too.

[02:02:10] >> Mhm.

[02:02:11] >> Like sometimes you need to state, hey,

[02:02:13] I've noticed things have started to go

[02:02:15] in this direction.

[02:02:17] >> This is not what we're here for. And you

[02:02:20] So you've got to kind of learn when it's

[02:02:22] right to do both. But praise should

[02:02:25] always be public.

[02:02:27] >> Yes.

[02:02:28] Um, and then do something fun. So,

[02:02:31] challenges are a great way to build

[02:02:33] culture. Like we've got the school

[02:02:35] games. Other communities have all kinds

[02:02:38] of different challenges like weight loss

[02:02:40] crafting. Maybe this month everyone's

[02:02:42] going to craft this thing and take a

[02:02:44] photo of it and share it. Or everyone

[02:02:46] should learn this song on the guitar,

[02:02:48] record yourself doing it. Yep. Yeah,

[02:02:51] >> challenges are a bit of work to set up,

[02:02:52] but I haven't seen anything that

[02:02:54] increases engagement as much as like a

[02:02:56] 30-day challenge, a 7-day challenge,

[02:02:59] where you say, "For this period of time,

[02:03:00] we're all going to try and do this

[02:03:02] thing." It crushes

[02:03:04] >> themes. So, one period in school games,

[02:03:07] we called it the season of madness,

[02:03:10] and it was pretty crazy.

[02:03:12] >> It was crazy. And then we even had one

[02:03:14] month which was called the battle royale

[02:03:16] which was the peak craziness

[02:03:19] >> where people weren't sleeping for days.

[02:03:21] >> Yeah. Yeah. Yeah.

[02:03:22] >> Um but it still builds the culture.

[02:03:24] >> Yep.

[02:03:25] >> And then shared experiences.

[02:03:27] So going through things together. Uh

[02:03:31] some of the live webinars we've done for

[02:03:33] school when we launch a feature. Yes.

[02:03:35] >> If I made a mistake

[02:03:36] >> Yep.

[02:03:37] >> that's a good shared experience for

[02:03:39] people. they remind me of it forever

[02:03:43] >> and it becomes a meme and a gif and all

[02:03:45] kinds of things. Um, and meetups. So,

[02:03:50] you know, you can if you're go I know

[02:03:52] who does this well, AI Jack.

[02:03:54] >> Oh, yeah.

[02:03:54] >> AI automations by Jack. And he

[02:03:58] when he's going to a new country, he'll

[02:04:01] DM everyone and be like, "Hey, let's

[02:04:03] meet up in London or let's meet up in

[02:04:05] Australia or whatever."

[02:04:06] >> Yep. Um, but your members can also

[02:04:09] arrange meetups, too.

[02:04:10] >> Yeah. And the pictures from those

[02:04:12] meetups are like the best asset ever.

[02:04:15] Nothing feels more like a community than

[02:04:17] when you see real people meeting up in

[02:04:19] real life.

[02:04:20] >> Yeah, for sure. You want people to share

[02:04:22] photos of those things. It's really good

[02:04:24] for the community.

[02:04:25] >> Yep.

[02:04:26] >> And it doesn't all have to be on topic.

[02:04:29] That's the other thing. Like

[02:04:31] >> good parties don't just talk about like

[02:04:34] lead generation.

[02:04:37] um you know they talk about other things

[02:04:39] too

[02:04:40] >> and so that that should almost be

[02:04:42] encouraged honestly

[02:04:44] >> a lead generation party

[02:04:46] >> which is why in this previous module the

[02:04:48] introduce yourself part you can see for

[02:04:52] fun I like to yes

[02:04:54] >> I didn't even in this has got nothing to

[02:04:57] do with this community it's just for fun

[02:04:58] I like to

[02:04:59] >> Yep

[02:05:00] >> because this actually I noticed this

[02:05:02] when I ran my mastermind

[02:05:05] people when they said that they liked

[02:05:06] golf or cigars or like whatever the

[02:05:09] other people who liked golf

[02:05:11] >> Mhm.

[02:05:12] >> identified those people. They started

[02:05:13] playing golf together.

[02:05:14] >> Yes.

[02:05:15] >> The people who liked guitars or

[02:05:17] whatever. So like the fun question even

[02:05:20] though it has nothing really to do with

[02:05:22] your community topic.

[02:05:24] >> Yep.

[02:05:24] >> It will actually build community better.

[02:05:27] >> 100%. A good example of this is when my

[02:05:30] community got a thousand members. We all

[02:05:32] played Minecraft together and did a

[02:05:34] speedrun to kill the Ender Dragon. I

[02:05:37] don't have a Minecraft community, but it

[02:05:39] was amazing. Shared experience,

[02:05:41] completely unrelated, but it bonded

[02:05:43] people.

[02:05:44] >> Yeah. And jokes, like nothing bonds

[02:05:48] people together like jokes and having

[02:05:50] fun with your members. Even like

[02:05:52] nicknames for people.

[02:05:53] >> Yep. Um, memes can be very powerful and

[02:05:58] I want to show you some that have

[02:05:59] emerged from schoolers because these are

[02:06:01] pretty cool.

[02:06:08] So, this one here,

[02:06:11] my therapist. So, what's really

[02:06:13] bothering you?

[02:06:13] >> Oh, that is painful.

[02:06:15] >> And only school people would like

[02:06:17] understand this one. This is a good one.

[02:06:23] this one.

[02:06:24] >> Yeah. Relatable.

[02:06:30] >> And this kind of makes my point about

[02:06:33] someone likes your post, you feel a

[02:06:35] little something. People commenting on

[02:06:38] your post, people engaging in a

[02:06:40] discussion under your post getting

[02:06:41] pinned.

[02:06:42] >> Yes.

[02:06:43] >> So, like this just goes to show that

[02:06:46] when you do this stuff, it works. So

[02:06:49] much so that it someone made a whole

[02:06:50] meme about it

[02:06:51] >> and this one was good.

[02:06:53] >> Took us a while to ship our affiliates

[02:06:55] feature,

[02:06:56] >> but it's here now.

[02:06:57] >> It's here now. So

[02:06:58] >> delete the meme.

[02:07:00] >> It's still a good meme.

[02:07:01] >> And what happens is when an inside joke

[02:07:04] starts to form like you can't force an

[02:07:07] inside joke. You can't just be

[02:07:09] prescriptive and be like, "Oh, this is

[02:07:10] going to be the group culture. There's

[02:07:12] going to be this inside joke." It'll

[02:07:14] bubble up and then you can keep

[02:07:15] repeating it and keep spreading it so

[02:07:17] that it stays. But you can't force it.

[02:07:19] >> Yeah. I would say the best thing, the

[02:07:22] best culture has to emerge and then you

[02:07:24] have to find the things that are good

[02:07:25] that you like or the things that stick

[02:07:28] >> and you have to like pour gas on them.

[02:07:30] >> Mhm. Yep.

[02:07:31] >> And keep bringing them up. Keep bringing

[02:07:32] them up. And the things you don't like,

[02:07:34] you have to kind of like

[02:07:35] >> Yeah. Yeah.

[02:07:36] >> Yeah.

[02:07:37] >> And it's a you have to Yeah. really good

[02:07:40] culture definitely emerges 100%. And

[02:07:44] here's the another funny video.

[02:07:46] >> This is a good one.

[02:08:08] >> Let's go. This just started as a little

[02:08:10] Easter egg, that little cat. But you

[02:08:13] know, it's funny that a quick story on

[02:08:15] culture and the cat. So like we had a

[02:08:18] cat in school at one point.

[02:08:19] >> Mhm.

[02:08:20] >> But then we just removed it because it

[02:08:22] was causing some bugs in in the

[02:08:24] software. Then I we just forgotten about

[02:08:27] it. Goose, who won the school games one

[02:08:31] month, he showed up at the hormones

[02:08:33] event and he had made merch that had the

[02:08:37] school cat on it. And

[02:08:38] >> I was like, "Hey, how did you even find

[02:08:39] that?"

[02:08:40] >> And then I was like, "I'm going to bring

[02:08:43] that cat back."

[02:08:44] >> So, I bought the cat back and made it

[02:08:46] different and better with like playlist

[02:08:48] and stuff

[02:08:49] >> and then it like took off again and now

[02:08:52] it's become

[02:08:54] like now to show you like what's

[02:08:56] happened with it.

[02:08:57] >> I mean, it's literally on this monitor.

[02:08:59] It's like everywhere.

[02:09:00] >> Well, it's schoolers icon.

[02:09:03] >> True. It's everywhere.

[02:09:04] >> Like it is school's group icon. school

[02:09:07] is.

[02:09:07] >> Yep.

[02:09:09] >> And so,

[02:09:11] you know, it's that's how good culture

[02:09:13] emerges.

[02:09:15] Um, and here's another video

[02:09:18] that someone made

[02:09:41] This is horrible.

[02:10:04] I can't stand this anymore.

[02:10:31] We need to help him.

[02:10:33] >> Join us now on school.com.

[02:10:36] >> Let's go.

[02:10:40] So I think when

[02:10:42] memes, jokes, and like even videos like

[02:10:46] that as people start making them, that's

[02:10:49] when you know you've got a good

[02:10:51] community and a good culture y

[02:10:53] >> going.

[02:10:55] And when people make those things, you

[02:10:57] need to remember them and praise them

[02:10:58] and keep bringing them back. Then OGs/

[02:11:02] elders like all good communities or

[02:11:04] villages, they've got the wiser elders

[02:11:06] and then they've got the newer people.

[02:11:09] >> Yep. True.

[02:11:09] >> So people that have been in there for a

[02:11:11] long time,

[02:11:12] >> right? And there is there should be some

[02:11:14] respect and status to being an OG.

[02:11:17] >> Yeah. Yeah. There's something a lesson

[02:11:19] in there that we haven't articulated

[02:11:21] about like the best communities are

[02:11:24] diverse. like a garden if there's just

[02:11:26] or a field if there's just one type of

[02:11:28] plant, one bug can come along and

[02:11:31] completely ruin the whole field. But the

[02:11:33] best communities have different layers,

[02:11:34] different people serving different

[02:11:36] roles, different interactions, different

[02:11:37] elements instead of just like, you know

[02:11:40] what I mean?

[02:11:41] >> Yeah. Natural complexity that's emerged.

[02:11:45] >> Yes.

[02:11:46] >> Yeah.

[02:11:46] >> Yeah. Yeah.

[02:11:47] >> Um like a

[02:11:50] like a garden or a

[02:11:51] >> Yep.

[02:11:52] >> Yeah. Um, and then stories, you know,

[02:11:55] good stories about different things.

[02:11:57] Like the season of madness is a great

[02:11:58] story that I keep bringing up.

[02:12:01] >> Yeah, we we g for people who don't know,

[02:12:03] we gave away $100,000 for the person who

[02:12:05] won this prize or a cybert truck.

[02:12:07] >> We gave away four Cybert trucks and

[02:12:09] everyone just lost their mind. Um,

[02:12:12] >> yeah, that was crazy. Then merch, like

[02:12:15] merch is a great way to build community

[02:12:19] and you know we've got school merch and

[02:12:21] you can see the cat is now included in

[02:12:23] our merch. It wasn't included before but

[02:12:27] people like the cat so much.

[02:12:28] >> Yep.

[02:12:29] >> And then we tried to even include

[02:12:31] community members in the photos of the

[02:12:33] merch.

[02:12:34] >> Yep.

[02:12:35] >> Another thing we can show you is over

[02:12:36] here in this like cover image.

[02:12:39] >> I bet you people don't know.

[02:12:40] >> No, they probably can't see it. But we

[02:12:42] photoshopped community members onto the

[02:12:45] friends people here

[02:12:47] >> to show like not only is this a

[02:12:49] community for friends, but it's about

[02:12:51] these regulars,

[02:12:53] >> not just us. We're not in any of the

[02:12:56] images.

[02:12:57] >> So it's Evelyn on the right, then

[02:12:58] Calvin, then AI Jack, then Nav, and then

[02:13:02] Hamza at the top.

[02:13:04] >> So we've mentioned AI Jack on this call.

[02:13:05] We've mentioned Calvin in previous Hamza

[02:13:08] was mentioned as well. Nav was in the

[02:13:09] merch photos. It's the 10 true

[02:13:11] regulates.

[02:13:12] >> Yep. And inside a joke, Hamza is talking

[02:13:15] to a woman,

[02:13:18] >> which is what he teaches,

[02:13:19] >> which is what he does a lot of. So, like

[02:13:22] there's these little things hidden

[02:13:23] everywhere.

[02:13:24] >> Yeah.

[02:13:25] >> Um, awards like it can be a great way to

[02:13:30] build community. So, we've got these

[02:13:31] school games awards. We've got a

[02:13:33] challenge and awards. We're giving

[02:13:35] people status. We're making them feel

[02:13:37] special and we're building them up. as

[02:13:39] an example.

[02:13:40] >> Yeah. A big thing here is we did not

[02:13:43] start with any of this stuff. Like we

[02:13:45] used to do our weekly calls just on a

[02:13:47] laptop with Zoom. We've only got to this

[02:13:49] set later on. Your community will start

[02:13:51] so so so simple. Don't feel like you

[02:13:53] need all of these things and it'll come

[02:13:55] over time. Years. It'll take years.

[02:13:58] >> Yeah. And you want to celebrate wins and

[02:14:00] listen and empathize during struggles.

[02:14:03] So when people are winning or when the

[02:14:05] community is winning, really make

[02:14:07] everyone celebrate. But when everyone's

[02:14:10] having problems, address it and listen.

[02:14:12] >> Mhm.

[02:14:13] >> Don't try to like not address it.

[02:14:15] >> Mhm.

[02:14:15] >> So when we have a problem, we address it

[02:14:17] and then we'll talk about it on school

[02:14:19] news and we're like, "Sorry, look,

[02:14:21] here's how it happened."

[02:14:22] >> Um cuz you're you're going to make some

[02:14:24] mistakes. The most important thing is

[02:14:26] that you would you fix them.

[02:14:28] >> Yep.

[02:14:28] >> Yeah.

[02:14:29] >> And then this one's a huge one. Gather,

[02:14:32] organize, and curate the best resources.

[02:14:34] Y

[02:14:35] >> so we've found that over time

[02:14:37] communities there's a lot of shared

[02:14:39] wisdom that that emerges from

[02:14:43] communities

[02:14:44] >> and you want to if you're reading and

[02:14:46] listening and paying attention you you

[02:14:48] can collect this stuff and then every

[02:14:50] now and then I think it's a good idea to

[02:14:54] curate the best of it in a course and

[02:14:56] this is what we're doing right now in

[02:14:59] the classroom. So, you know, we we've

[02:15:03] taken everything we've learned from

[02:15:05] doing this this far and we're curating

[02:15:09] it

[02:15:10] >> and putting it into this training here.

[02:15:12] And so, it's like we didn't get these

[02:15:15] lessons ourself.

[02:15:17] >> They came from the community.

[02:15:19] >> Yep.

[02:15:19] >> And I think this is how the best courses

[02:15:21] form

[02:15:22] >> when they're natural. It's like the best

[02:15:25] wisdom from the community from all time

[02:15:28] just curated into a small

[02:15:30] small few modules.

[02:15:32] >> Yeah, that's good.

[02:15:33] >> Community wisdom.

[02:15:34] >> And so yeah, this is basically how you

[02:15:38] get engagement and 10 true regulars is

[02:15:43] you've you don't lecture people, you let

[02:15:46] them participate and you yourself

[02:15:49] participate and listen more than you

[02:15:50] talk.

[02:15:51] >> Yep.

[02:15:52] >> You involve them. You co-create the

[02:15:54] community together

[02:15:56] >> and you consistently show up and you're

[02:15:58] passionate.

[02:15:58] >> Mhm. You build friendships and

[02:16:01] relationships. You actually become

[02:16:03] friends with people. I think business

[02:16:05] people are like, "What you mean?" But

[02:16:06] they're a customer.

[02:16:08] >> Yeah. Well, you still can be friends

[02:16:10] with people.

[02:16:11] >> Yeah. Yeah. Yeah.

[02:16:12] >> Um and so building some deep

[02:16:14] friendships,

[02:16:16] >> just 10 people that are friends will

[02:16:18] keep a whole community alive.

[02:16:20] >> Yeah.

[02:16:20] >> And make it awesome.

[02:16:22] >> Yeah.

[02:16:22] >> Versus a thousand strangers don't really

[02:16:24] do much at all. And it's way more fun to

[02:16:26] run a community when you actually like

[02:16:28] the people inside of the community

[02:16:30] >> 100%.

[02:16:32] And then curate the culture. This

[02:16:34] there's no end to this because the

[02:16:36] community is always changing and you

[02:16:39] need to show up. You need to find your

[02:16:41] model citizens, praise them, become

[02:16:44] friends with them, make them stars,

[02:16:47] and then you these other things will

[02:16:49] emerge over time. And it's good to be on

[02:16:51] the lookout for these kinds of things.

[02:16:53] And to kind of wrap this this uh module,

[02:16:58] the best leader has the most passion.

[02:17:01] They lead by example. They show up

[02:17:04] daily, listen, and does whatever it

[02:17:08] takes for their members. By being the

[02:17:11] model citizen, others are inspired to

[02:17:13] follow.

[02:17:16] >> Wow.

[02:17:16] >> So you are the ultimate model citizen.

[02:17:19] You should be the most passionate. You

[02:17:21] should show up daily. You should listen.

[02:17:24] You should make friends with people. And

[02:17:26] you should constantly aim to improve and

[02:17:28] share. And when you do that, other

[02:17:31] people copy. And then when you praise

[02:17:32] them, more people will copy. And that's

[02:17:35] how you build a culture and an engaged

[02:17:37] community. That's how you build a a

[02:17:39] movement.

[02:17:43] >> Boom.

[02:17:44] How to grow your school. So in this

[02:17:46] video, we're going to show you how to

[02:17:48] grow your school, how to get more

[02:17:49] members, how to make more money. Um, and

[02:17:53] basically

[02:17:54] growth

[02:17:56] is just a simple equation.

[02:17:58] >> Yes.

[02:17:58] >> It's like traffic times your conversion

[02:18:01] rate equals your growth.

[02:18:03] >> Yes. So if you want to grow, the only

[02:18:05] two things that you can change is

[02:18:07] getting more traffic, more people to

[02:18:08] visit your school and improving your

[02:18:11] about page to increase your conversion

[02:18:13] rate. That's it.

[02:18:15] >> Yep. And I will say most of the time

[02:18:17] it's traffic.

[02:18:18] >> Yes. because you can fairly quickly get

[02:18:20] a conversion rate that's decent and then

[02:18:22] it's just about traffic.

[02:18:24] >> Yes.

[02:18:24] >> Yeah. And then here's what that looks

[02:18:27] like, you know, in real terms. So, you

[02:18:30] could have if you got 100 visits to your

[02:18:32] about page and you had a 20% conversion

[02:18:34] rate, that would mean you get 20

[02:18:36] members.

[02:18:36] >> Yep.

[02:18:37] >> And if that was per day and you did it

[02:18:39] consistently for a month, you could get

[02:18:41] 600 members in a month,

[02:18:42] >> which is quite a lot.

[02:18:44] >> Yeah. So, it is just math.

[02:18:48] And

[02:18:49] yeah, we're going to break all of this

[02:18:51] down today in this uh module. So we'll

[02:18:56] start with just the most simple thing,

[02:19:00] but it's still amazing how many people

[02:19:01] get this wrong. There's like three steps

[02:19:03] to growing on school. The first one is

[02:19:07] you put your school link in your bio

[02:19:11] and you do that like this. So, here is

[02:19:14] an Instagram profile,

[02:19:16] >> and you can see you just put it in here.

[02:19:20] >> Yeah.

[02:19:20] >> It's actually harder to do than it

[02:19:22] sounds.

[02:19:23] >> Is that a joke?

[02:19:26] >> On Instagram, it is cuz you've got to

[02:19:27] use the app.

[02:19:28] >> Oh, yeah.

[02:19:29] >> Yeah. I tried to edit mine once on the

[02:19:31] desktop app and I It was actually kind

[02:19:33] of hard.

[02:19:34] >> Yeah.

[02:19:34] >> Um but on YouTube and other platforms,

[02:19:36] it's reasonably hard.

[02:19:37] >> Yeah. And if you have the app, it's like

[02:19:39] 30 seconds. This is the best thing you

[02:19:42] can do in terms of time that it takes to

[02:19:44] do and benefits that it can bring you

[02:19:46] because you do it once and it takes you

[02:19:49] 30 seconds to do but yet from then on

[02:19:52] every single day you can get members

[02:19:54] just from making this change. So 30

[02:19:56] seconds members every day.

[02:19:58] >> Yeah. And so if you're using Instagram,

[02:20:01] LinkedIn, Facebook, you know, all the

[02:20:03] different social platforms, YouTube, Tik

[02:20:05] Tok, you can just go ahead update your

[02:20:08] link and bio to include your school

[02:20:09] link.

[02:20:10] >> Yep.

[02:20:11] >> Then what you do is you post about your

[02:20:14] school on social media.

[02:20:17] >> Yep. And here's an example from YouTube.

[02:20:19] >> Yeah. So Misha has a um community on

[02:20:23] school and not only does he have his

[02:20:25] school link in his bio, but he includes

[02:20:27] a link to his school community in every

[02:20:30] single video he makes in the

[02:20:31] description.

[02:20:32] >> Yep.

[02:20:32] >> And he says here like want a DevOps

[02:20:35] career that plays. Join 600 engineers

[02:20:37] blah blah blah link. Then even this

[02:20:40] video he's making here, he's showing his

[02:20:45] community. So this is what we call like

[02:20:47] a native mention. Yep.

[02:20:49] >> So, you know, including links in your

[02:20:53] social profiles is important in the bio

[02:20:55] and in the descriptions, but then

[02:20:58] actually talking about your

[02:21:01] >> your community and even showing it and

[02:21:03] being like, "Hey, look at what's going

[02:21:05] on in here."

[02:21:06] >> Yeah.

[02:21:07] >> Cuz that way it make, you know, people

[02:21:08] are watching the video and they might be

[02:21:10] like, "Oh, this looks cool." And then

[02:21:11] they see the link click.

[02:21:12] >> Yes.

[02:21:13] >> Right.

[02:21:13] >> Yep. So you do that and then you just be

[02:21:17] consistent and don't give up.

[02:21:20] >> Yeah, this is the biggest mistake

[02:21:22] >> and this is a great screenshot here or

[02:21:25] image like you know when you get started

[02:21:30] it's hard like you you might kind of

[02:21:33] suck. Everyone everyone does when they

[02:21:35] start by the way.

[02:21:36] >> Yes.

[02:21:37] >> And you know not many people might view

[02:21:40] your posts or click your links or

[02:21:43] whatever. Y

[02:21:44] >> but each time you do it, you get better

[02:21:47] and

[02:21:49] everyone starts the same way, which is

[02:21:51] they suck and their stuff doesn't get

[02:21:53] much attention.

[02:21:55] >> But they eventually crack it and I swear

[02:21:58] the main problem is most people just

[02:22:00] give up too early.

[02:22:01] >> Yes, it's so hard in the beginning to

[02:22:03] find the motivation. You have to have

[02:22:05] some like faith deep down that it's

[02:22:07] going to work out. And what I found

[02:22:09] useful is like what's the alternative?

[02:22:11] you're just going to quit and just stop

[02:22:13] and go back to what you were doing

[02:22:14] before. That's not an option.

[02:22:17] >> Yeah. So, those that that's what you do,

[02:22:20] but we're going to give you a little bit

[02:22:22] more information than that. We're not

[02:22:23] just going to

[02:22:24] >> That's it. That's the video. Yeah. Like

[02:22:26] and subscribe.

[02:22:27] >> For those that want a bit more

[02:22:28] information, we're going to go a bit

[02:22:30] deeper.

[02:22:31] >> Nice.

[02:22:31] >> So, in terms of traffic, where does it

[02:22:33] come from?

[02:22:35] Well, traffic sources, there's only like

[02:22:38] a few main places where traffic comes

[02:22:41] from. Social platforms, like traditional

[02:22:43] methods, and school's network effects.

[02:22:46] >> Yep. And this is data backed. We had a

[02:22:48] look at where people were getting

[02:22:50] members from school. And this is what we

[02:22:52] found.

[02:22:52] >> Yep. And we're going to quickly run

[02:22:55] through each of these platforms now. Um,

[02:22:58] so YouTube is the most common way people

[02:23:01] come to school.

[02:23:02] >> Yes. And how people do it is they put a

[02:23:05] link in their bio. They have a link in

[02:23:08] their description and sometimes a pinned

[02:23:11] comment that has a link as well.

[02:23:13] >> And they also mention it natively. So

[02:23:16] they talk about it in their video.

[02:23:18] >> Yeah.

[02:23:19] >> And here's an example. Nick

[02:23:23] Sarrive and he

[02:23:25] >> is making like 290 grand a month at the

[02:23:28] moment. And basically all he does is he

[02:23:31] has a YouTube channel about AI

[02:23:32] automations. He has his link in his bio

[02:23:35] and you can see there in the description

[02:23:37] of his videos, he has his link again and

[02:23:39] whenever he makes a video, he has the

[02:23:40] link inside of the video description in

[02:23:43] the pinned comment and he talks about it

[02:23:44] in his YouTube videos. And that's the

[02:23:46] strategy. Yep. And he

[02:23:51] he's making like 300 grand a month and

[02:23:55] literally all he does is YouTube. So he

[02:23:58] just makes videos.

[02:24:00] >> Yep.

[02:24:00] >> Talking about his subject, which is AI.

[02:24:02] He has his link in bio. He has his link

[02:24:04] in his description.

[02:24:05] >> Yeah.

[02:24:05] >> And he talks about his community, too.

[02:24:07] >> Yeah. Yeah. Yeah.

[02:24:08] >> That's all he does. So you don't need to

[02:24:10] have You don't need to like be

[02:24:12] successful at every platform.

[02:24:13] >> Yeah. It's impossible. It's very

[02:24:15] difficult. You need a huge team to do

[02:24:16] that.

[02:24:17] >> He makes 300 grand a month just with

[02:24:19] YouTube and school.

[02:24:21] >> These platforms are so big. Like YouTube

[02:24:23] has billions of users that even if you

[02:24:27] just master YouTube, that can take you

[02:24:28] 10 years to do. So everything you want,

[02:24:31] you can get from just one platform.

[02:24:33] >> Yep. And then there's uh Instagram.

[02:24:38] So again, link in bio

[02:24:41] post. And what we see working quite well

[02:24:44] on Instagram is doing a post and saying

[02:24:47] comment if you want it kind of thing.

[02:24:50] like comment me or comment keyword if

[02:24:52] you want this thing and then you DM the

[02:24:55] people that comment.

[02:24:56] >> Yeah. And I think why people do this is

[02:24:58] if you drop just a link in a post on

[02:25:02] Instagram or on Facebook

[02:25:03] >> Yep.

[02:25:04] >> the algorithm doesn't like it and it

[02:25:05] doesn't really show many people your uh

[02:25:08] your post.

[02:25:08] >> Y

[02:25:09] >> so instead if you say hey comment on

[02:25:12] this and say give I'm I'm interested in

[02:25:14] this thing.

[02:25:15] >> Yep.

[02:25:16] >> Then it forces everyone to comment. Then

[02:25:18] the algorithm thinks that that's

[02:25:20] engagement. So it gives you a lot of

[02:25:22] reach.

[02:25:23] >> Yeah.

[02:25:24] >> And then you

[02:25:26] link.

[02:25:26] >> Yep.

[02:25:27] >> So yeah,

[02:25:28] >> there's tools that you can use for this

[02:25:30] as well. A popular one is called Many

[02:25:32] Chat. M A nyc a t.com. But there's

[02:25:36] different tools you can use or you can

[02:25:38] just do it manually. Get people to

[02:25:39] comment and you can reach out to them

[02:25:40] via DMs and send them your school link

[02:25:42] there.

[02:25:43] >> Mhm. And you can also do stories and you

[02:25:46] can include a link in stories.

[02:25:48] >> Yep.

[02:25:49] >> And then again a native mention like you

[02:25:51] can just actually talk about your

[02:25:55] community in your videos or in your

[02:25:57] story or in your live or whatever it is

[02:25:58] that you're doing.

[02:25:59] >> Yes.

[02:26:01] >> And here's an example of Instagram.

[02:26:04] So school of hard knocks.

[02:26:08] Um they've got a lot of followers.

[02:26:10] They're quite these guys are blowing up

[02:26:12] at the moment.

[02:26:12] >> Yes. But you can see

[02:26:15] advanced strategy

[02:26:17] >> link in bio.

[02:26:19] >> That is it.

[02:26:21] >> Boom.

[02:26:23] >> And then it goes to the about page. This

[02:26:25] is some

[02:26:27] >> I'm struggling to to grasp this.

[02:26:29] >> This is al algebra.

[02:26:31] >> Um

[02:26:33] yeah. So link in bio and post

[02:26:38] and talk about it.

[02:26:39] >> Yep.

[02:26:40] >> And do it a lot. Now, Facebook,

[02:26:43] what is this platform different?

[02:26:46] >> So, what do you do? Link in bio.

[02:26:49] >> Yep.

[02:26:50] >> Post plus comment if you want it. Y

[02:26:52] >> So, this here works on Facebook, too.

[02:26:55] >> Yeah. Basically, anywhere you can DM

[02:26:57] people, this strategy works. So, it

[02:26:59] doesn't work on YouTube because you

[02:27:00] can't DM people, but all of the

[02:27:02] platforms that allow you to comment and

[02:27:04] DM the people that comment, this

[02:27:06] strategy crushes.

[02:27:07] >> Yeah. When you have a link in the

[02:27:08] description on YouTube, it doesn't

[02:27:10] doesn't hurt your distribution. Yeah.

[02:27:13] So,

[02:27:14] >> yeah. Then, native mention. So, here's

[02:27:17] an example. Here's Doug Borton. He's a

[02:27:21] OG schooler.

[02:27:22] >> Shout out Doug.

[02:27:23] >> And here's his uh link in bio. He has a

[02:27:27] little bit of a headline, too. Come join

[02:27:29] the number one free community.

[02:27:31] >> Boom.

[02:27:33] >> Looking good.

[02:27:36] What?

[02:27:37] >> Well, I thought he looked pretty good in

[02:27:38] that photo. Um, then Tik Tok. Maybe this

[02:27:42] one's different.

[02:27:43] >> Oh, this one actually, to be fair, kind

[02:27:44] of is because you have the Lincoln bio,

[02:27:46] which are the same. You have the native

[02:27:47] mention that's the same. But the one

[02:27:48] thing that people on Tik Tok do that

[02:27:50] crushes is they do live streams.

[02:27:53] >> True.

[02:27:53] >> So, there was one school games event

[02:27:54] that we went to, and maybe like a third

[02:27:57] of the room said that they won just by

[02:28:00] going live every day. And I don't know

[02:28:03] why it's so good with Tik Tok, but for

[02:28:06] some reason Tik Tok lives crash.

[02:28:08] >> Yeah. I guess the lesson here is like

[02:28:11] each platform has its own slight nuance.

[02:28:14] >> Yep.

[02:28:15] >> And the thing that all of them have in

[02:28:17] common is link and bio

[02:28:20] >> seems to work well.

[02:28:21] >> Yeah.

[02:28:21] >> Um but yeah, the comment if you're

[02:28:25] interested thing, Facebook and

[02:28:26] Instagram's great for that.

[02:28:27] >> Yep. And LinkedIn and even Tik Tok.

[02:28:30] >> Yeah. And then, yeah, Tik Tok lives is

[02:28:33] what we've heard from people.

[02:28:34] >> Yep.

[02:28:35] >> And this is Stephen Pope. Here's his

[02:28:37] link to his group. It's an AI group, um,

[02:28:40] AI content creation group, and he won

[02:28:43] the school games at some point, which

[02:28:44] you can see him there.

[02:28:45] >> There you go.

[02:28:47] >> Yep.

[02:28:50] Then LinkedIn. So, link bio again, post

[02:28:55] plus comment if you want it works great.

[02:28:57] And native mention works great. Here's

[02:28:59] an example we found.

[02:29:02] So this guy here,

[02:29:04] >> NJ Park, it looks like he teaches

[02:29:06] Microsoft, some software in Microsoft.

[02:29:10] >> Yep. And then you can see here, learn to

[02:29:14] make my reports. There's a link. Oh,

[02:29:17] >> boom.

[02:29:19] >> School community, right? Um,

[02:29:22] >> so there's a pattern here. Very clear

[02:29:25] pattern.

[02:29:26] >> Yeah. which is

[02:29:28] >> link in bio.

[02:29:30] >> Yeah. And then make content, talk about

[02:29:32] it.

[02:29:33] >> Yep.

[02:29:33] >> Um and do it consistently.

[02:29:36] >> Yep.

[02:29:37] >> And so that's how you use social

[02:29:39] platforms to grow your community.

[02:29:41] >> Yep. And we will be going deeper a

[02:29:44] little bit lower down on like what do

[02:29:46] you post and what cadence do you do and

[02:29:48] that sort of stuff, but

[02:29:49] >> that's the high level strategy.

[02:29:52] >> Yep. Then there's some traditional

[02:29:54] methods too and these work great. So if

[02:29:57] you've got an email list like Mailchimp

[02:30:00] or whatever, um you can broadcast a link

[02:30:04] to your community. Yep.

[02:30:05] >> And ask people to join it.

[02:30:07] >> Um or you can build it into one of your

[02:30:10] automation sequences or follow-up

[02:30:12] sequences if you're doing that.

[02:30:13] >> So a lot of people have a welcome

[02:30:14] sequence. When someone subscribes to an

[02:30:16] email list, they get a sequence of five

[02:30:17] emails, one per day or something like

[02:30:18] that. You can include your school links

[02:30:20] in there and that's just like passive.

[02:30:22] Whenever someone joins your list, your

[02:30:24] school gets promoted.

[02:30:26] >> And then you can also include it in your

[02:30:29] email footer or like the PS section.

[02:30:31] >> And I've seen some people do this in

[02:30:33] every single email. It's not super like

[02:30:36] right hook. It's not an aggressive call

[02:30:38] to action. It's just a subtle I've got a

[02:30:39] school community. I've got a school

[02:30:41] community. I've got a school community.

[02:30:42] >> Yeah.

[02:30:44] Then website.

[02:30:47] Um, and I know a community that's using

[02:30:50] uh the email list very well is

[02:30:52] Calligraphy School.

[02:30:53] >> Yep.

[02:30:54] >> Got 1.4,000 members paying N bucks a

[02:30:56] month.

[02:30:56] >> Yep. Pretty good.

[02:30:58] >> Then website, you can if you have a

[02:31:01] website, you can mention your school

[02:31:03] community on there, too.

[02:31:05] >> Here's an example. Samuel is an artist

[02:31:09] on school. He does oil paintings and his

[02:31:12] community is called Sam's Art School.

[02:31:15] You click on art school up here and then

[02:31:18] it tells you like want to join this

[02:31:20] community. You click this and it goes to

[02:31:22] his

[02:31:22] >> his art school.

[02:31:23] >> But a little tip for Sam, I predict that

[02:31:26] you would get more people joining your

[02:31:27] school if you just linked directly from

[02:31:30] the tab at the top of your website to

[02:31:31] school because at the moment people have

[02:31:33] to click once then click again, which a

[02:31:36] small fraction of people will do. If you

[02:31:38] just linked people to your school

[02:31:39] directly, you'd probably get more sales.

[02:31:42] >> Yep. And so if you've got a website, you

[02:31:45] can utilize that too to like get traffic

[02:31:47] to your school community.

[02:31:49] >> Yep.

[02:31:50] >> Um podcast. So if you've got a podcast,

[02:31:55] you can have a link in your bio, a link

[02:31:57] in the description. And I think most

[02:31:59] powerful with a podcast is probably a

[02:32:01] native mention.

[02:32:02] >> Yeah. Yeah. Yeah. Like how many podcasts

[02:32:04] have you seen where they say like

[02:32:06] >> this video is sponsored by

[02:32:07] >> my Patreon or something and they say

[02:32:09] like

[02:32:10] >> come help support me basically.

[02:32:13] >> Yep.

[02:32:13] >> And it's baked into the content.

[02:32:15] >> Yeah. Yeah. Yeah. Cuz people don't see

[02:32:17] the description much on a podcast

[02:32:19] especially on Spotify. So if you call it

[02:32:21] out even if you call out the URL on the

[02:32:23] podcast that helps as well.

[02:32:25] >> Yeah. And I think one of the best things

[02:32:26] you can do to promote your community is

[02:32:29] learn how to mention it natively.

[02:32:32] >> Yep. cuz the the Patreon native mention

[02:32:34] works well because they it's like

[02:32:36] support me,

[02:32:37] >> help me keep making this thing for you.

[02:32:40] >> Yes.

[02:32:40] >> Um like you could mention your community

[02:32:43] in a similar way or if it's a free

[02:32:45] community, you might mention it a

[02:32:47] different way.

[02:32:49] >> Like you could say, do you want to hang

[02:32:51] out with other people who are into

[02:32:54] hardcore history or something or

[02:32:56] whatever it is you're into? Or how would

[02:32:57] you like to hang out with other people

[02:32:59] that love playing Counter-Strike as much

[02:33:01] as you do? Yes.

[02:33:02] >> How would you like to see where they are

[02:33:04] on a map? Attend meetups. Like figure

[02:33:07] out how you can natively mention your

[02:33:10] community in your content.

[02:33:11] >> Mh.

[02:33:12] >> And then it becomes quite effortless and

[02:33:14] effective as well.

[02:33:15] >> Yep.

[02:33:16] >> Um there's also Oh, and here's an

[02:33:20] example.

[02:33:22] >> So this is called School Magazine. This

[02:33:25] guy interviews schoolers,

[02:33:28] >> William Rena. And

[02:33:30] um you can see he's got a school link in

[02:33:32] his book.

[02:33:33] >> I really hope one day he makes a

[02:33:34] physical magazine. That would be cool.

[02:33:39] We'll see.

[02:33:39] >> Mhm.

[02:33:41] Um and then paid ads.

[02:33:45] So you can run paid ads and drive

[02:33:48] traffic to your about page. Yep.

[02:33:50] >> The most popular one is Meta, which is

[02:33:52] Facebook and Instagram, but there's also

[02:33:55] Google. You might have heard of them.

[02:33:58] And

[02:34:00] there they are search in YouTube. Um,

[02:34:03] and here's an example. So, here's Evelyn

[02:34:07] Weiss. She has a community called Grow

[02:34:09] with Evelyn on school. Her school

[02:34:12] actually teaches you how to grow your

[02:34:14] school with ads, too. So, this is kind

[02:34:15] of a an inception example.

[02:34:18] >> Oh, it's meta. And you're talking about

[02:34:20] meta.

[02:34:21] >> Yeah, that is pretty meta.

[02:34:23] >> Oh, my brain is broken. Um, so here's

[02:34:28] one of her ads and you can see it links

[02:34:31] to school.

[02:34:32] >> Yeah.

[02:34:32] >> And it's a, you know, a lot of people I

[02:34:34] think like the paradigm shift a lot of

[02:34:36] people struggle to make in the beginning

[02:34:38] is you don't need to create a custom

[02:34:40] funnel

[02:34:42] >> to get people to join your community.

[02:34:44] You know, in the old days, you used to

[02:34:46] have to make like a WordPress website or

[02:34:49] a funnel with all of these different

[02:34:51] steps.

[02:34:51] >> Yep. Now you can literally just point

[02:34:54] people to your about page and it works.

[02:34:57] >> Yeah,

[02:34:57] >> the tracking is better than you'll get

[02:34:59] on your website. The analytics and

[02:35:02] metrics are really good, too. And it

[02:35:04] actually converts better than most

[02:35:05] people's custom funnels and websites.

[02:35:08] >> Yep.

[02:35:08] >> Um, and it's so easy to do. So, yeah,

[02:35:12] paid ads works well, too.

[02:35:15] And so these are a lot of different

[02:35:17] traffic sources, but any one of these

[02:35:19] things could

[02:35:22] be the sole source of traffic to your

[02:35:24] community.

[02:35:24] >> You only need one.

[02:35:25] >> You only need a master one, but most

[02:35:28] people tend to have a blend of a few,

[02:35:30] but they're strongest on one. Um,

[02:35:34] and then there's school network effects.

[02:35:37] So one of the beautiful things about

[02:35:40] school is once you have some momentum

[02:35:44] you get like a tailwind basically.

[02:35:47] >> Yep.

[02:35:47] >> So

[02:35:49] here's an example like affiliates.

[02:35:52] >> So once you've got say 100 members and

[02:35:55] let's say you've got 100 members and

[02:35:56] they're paying you 100 bucks a month you

[02:35:58] could say hey if you invite one of your

[02:36:00] friends to join my community um I'll

[02:36:03] give you 30% or 40% or whatever.

[02:36:06] >> Yep. And this works really well. Like a

[02:36:10] lot of groups get 20 to 40% of their

[02:36:12] members from um affiliates.

[02:36:16] >> Yep.

[02:36:17] >> And this group here is a good example of

[02:36:19] this. It's called Sirius Circle. It's

[02:36:22] all in French, so I don't really know

[02:36:24] what's going on.

[02:36:25] >> And this is our new goat.

[02:36:27] >> Yeah. He's currently a goat

[02:36:28] >> making $360,000

[02:36:31] a month. It's kind of crazy.

[02:36:33] >> Yep. And there's a few things that are

[02:36:35] super interesting about this group. Like

[02:36:37] one of them is that it makes $360,000 a

[02:36:41] month. The other one is I think like 50%

[02:36:46] of his members come from affiliates.

[02:36:49] >> That's insane.

[02:36:50] >> I think he has the highest skew of like

[02:36:52] >> That's a Yeah. And how he does it is

[02:36:56] really cool. So like they have a call

[02:36:58] each week where they

[02:37:02] show what the top affiliates are doing.

[02:37:04] >> Mhm.

[02:37:04] >> And so then other members are like, "Oh,

[02:37:07] that's what's working."

[02:37:08] >> Nice.

[02:37:09] >> So then they start doing it, too.

[02:37:10] >> That's clever.

[02:37:11] >> And so when one person has a

[02:37:13] breakthrough, everyone gets better.

[02:37:15] >> Yeah. That's

[02:37:16] >> And then they're having breakthroughs

[02:37:18] every week.

[02:37:19] >> And so they're using the community

[02:37:21] dynamics to actually be better

[02:37:24] affiliates.

[02:37:25] >> So cool. It's working really well.

[02:37:27] >> Yeah, that's amazing.

[02:37:28] >> Um, it's also one of the fastest ways

[02:37:30] that people can just get an ROI, right?

[02:37:32] Like if you join this thing and you're

[02:37:36] paying 100 bucks a month, then you only

[02:37:38] need to refer like what, three people.

[02:37:40] >> Yeah.

[02:37:40] >> And now you're making a profit, right?

[02:37:43] >> Yep.

[02:37:43] >> Um,

[02:37:44] >> oh, and the other cool thing about

[02:37:45] affiliates is school set it up so that

[02:37:47] you can only earn commission if you're

[02:37:49] in the group. So, if you refer someone

[02:37:52] to a group, you're not going to cancel

[02:37:54] because you could lose your commissions

[02:37:57] if you do cancel.

[02:38:00] >> The other thing that's cool about this

[02:38:01] group um is his conversion rate, you

[02:38:05] know, he his conversion rate used to be

[02:38:09] a lot lower

[02:38:11] like in 0.5% and then he added this

[02:38:14] video and it it bumped it to 2.2.

[02:38:17] >> Yeah, that's crazy. That's more than

[02:38:18] quadruple. Yeah.

[02:38:20] >> Yeah.

[02:38:20] >> Just with one video.

[02:38:22] >> Yeah.

[02:38:22] >> So,

[02:38:24] >> when we talk about conversion rates in a

[02:38:26] second, like sometimes one change can

[02:38:30] dramatically change the group.

[02:38:32] >> It was two tweaks he made. It was the

[02:38:36] getting the affiliates to like

[02:38:38] brainstorm together on a weekly call.

[02:38:40] Yep.

[02:38:41] >> And making that visible to people

[02:38:43] >> and also this video on their about page.

[02:38:47] >> There's another cool thing about that

[02:38:48] group. Do you know the nickname he goes

[02:38:50] by on the internet?

[02:38:51] >> Uh, I think it's Anthony.

[02:38:56] >> Um, and then yeah, so affiliates can be

[02:39:01] pretty pretty big. And just to tell you

[02:39:04] like school, you know, this platform

[02:39:06] like I swear like 40 50% of our growth

[02:39:10] comes from affiliates, too.

[02:39:12] >> Yep. So, you know, we're driving

[02:39:16] traffic, but also our affiliates are

[02:39:18] helping as well.

[02:39:19] >> Yep. It's like a snowball, right? In the

[02:39:21] beginning, it starts small. You have to

[02:39:22] put in a ton of effort to get it going,

[02:39:24] and then once the snowball starts

[02:39:25] rolling, your friends start referring

[02:39:26] people. It gets easier over time.

[02:39:28] >> Yep. Affiliates tends to always start a

[02:39:31] bit slow, but then it gets it really

[02:39:33] picks up momentum.

[02:39:34] >> Yeah.

[02:39:35] >> And then there is discovery.

[02:39:38] So when you make a community on school

[02:39:41] and it's good if there's engaged members

[02:39:43] in there, the better your group is, the

[02:39:46] higher it ranks. And when it ranks

[02:39:48] higher, you'll naturally get more

[02:39:50] members.

[02:39:51] >> Yep.

[02:39:51] >> And just to show you what school

[02:39:53] discovery looks like, you can navigate

[02:39:54] to it by going to discover communities.

[02:39:58] And so here you can see the rankings.

[02:40:01] So, you know, you can rank uh well by

[02:40:05] making a good community and getting

[02:40:07] members, growing it. Uh and we rank by

[02:40:10] category, too. But also, probably one of

[02:40:13] the main ways people join communities is

[02:40:15] through search.

[02:40:16] >> Yes.

[02:40:17] >> And so, here is an example. If I search

[02:40:20] for the word crochet,

[02:40:23] then I can see number one here is

[02:40:25] crochet creations.

[02:40:26] >> Yep. And this group here by Hazel, she

[02:40:31] said that she posted no links anywhere.

[02:40:34] >> Yeah.

[02:40:35] >> She got all of her members, 247 of them,

[02:40:39] uh, just through school discovery.

[02:40:41] >> Crazy.

[02:40:42] >> This this like school discovery works

[02:40:45] really well if you have something people

[02:40:47] are searching for.

[02:40:48] >> Yes.

[02:40:49] >> So crochet is very specific. Someone

[02:40:52] will just go here and search for that

[02:40:53] and then they find it, right?

[02:40:55] Um, so discovery can work in in two

[02:40:58] ways. One is like SEO. You want to have

[02:41:01] like clear keywords to make sure people

[02:41:03] can find your group.

[02:41:04] >> Yep.

[02:41:04] >> The other way is just by making a better

[02:41:07] community.

[02:41:08] >> Yes.

[02:41:09] >> And so the beauty of the the school

[02:41:11] network effect is as you build your

[02:41:14] group, you will naturally be getting a

[02:41:17] boost from members referring their

[02:41:19] friends, which is like affiliates and

[02:41:21] school discovery.

[02:41:22] >> Yep. Um, right now School Discovery

[02:41:25] drives 27%

[02:41:29] of all memberships.

[02:41:30] >> Wow. 27.

[02:41:32] >> Yeah.

[02:41:33] >> Some groups it's a lot higher. Some

[02:41:35] groups it's more than 50% of their

[02:41:36] members come from Discovery.

[02:41:37] >> Wow.

[02:41:38] >> So, when you think about it, like half

[02:41:39] your members could come from at least

[02:41:41] 20% of your members could come from

[02:41:43] Discovery. Affiliates can make up a good

[02:41:45] portion of that, too. Then you're not

[02:41:47] just on your own in driving the

[02:41:50] >> Yep. the members to your group, right?

[02:41:53] You can be posting content on social and

[02:41:56] you've got your members helping too and

[02:41:58] the school platforms helping you too.

[02:42:01] >> So cool.

[02:42:03] >> So boom, that is traffic. The second

[02:42:06] variable was conversion rates.

[02:42:08] >> Yeah. So we've looked at all the data

[02:42:11] across like platformwide and for free

[02:42:14] groups the average conversion rate is

[02:42:17] 20%.

[02:42:19] Now, some groups are higher, some are

[02:42:21] lower. This is the average, right?

[02:42:24] >> Then for paid groups, the average

[02:42:26] conversion rate is 4%.

[02:42:28] And these are very good conversion

[02:42:30] rates, by the way, um, in terms of like

[02:42:34] averages for the whole platform, which

[02:42:36] is why you can use the about page as

[02:42:38] your funnel and sales page. Um, now

[02:42:42] obviously if you've got like these can

[02:42:45] move around depending on your price and

[02:42:49] the quality of the traffic and how good

[02:42:51] your uh about page is, but at least

[02:42:54] there's some kind of benchmark here. If

[02:42:57] your group's free and you're not at 20%,

[02:42:59] there's probably things you could

[02:43:00] improve.

[02:43:00] >> Yep.

[02:43:00] >> And if your group's paid and you're not

[02:43:02] at four, there's things you can improve.

[02:43:03] >> Yes. And that example I talked about

[02:43:07] here, this guy was at 0.5 and then he

[02:43:11] got 22

[02:43:14] just by doing um a video.

[02:43:16] >> Pretty cool.

[02:43:17] >> Yeah. And at scale that's good, too. The

[02:43:20] other thing is it's hard to hold a high

[02:43:22] conversion rate at a high level of

[02:43:25] scale. Yeah.

[02:43:26] >> Um,

[02:43:28] but yeah, then

[02:43:32] now let's talk about what makes a good

[02:43:34] about page.

[02:43:36] So,

[02:43:38] we want to show people what it's like on

[02:43:40] the inside.

[02:43:41] >> It's so simple compared to what I can

[02:43:44] remember my first about page on school

[02:43:46] used all of these copywriting

[02:43:47] principles, these copyrightiting

[02:43:48] techniques. It was so complicated. Took

[02:43:50] me dozens of hours. And over time seeing

[02:43:53] what works I'm like oh I just need to

[02:43:55] show people what's on the inside. Is

[02:43:58] that it?

[02:43:59] >> Well on Amazon have you seen that

[02:44:01] feature called like peak inside?

[02:44:03] >> Yes and stuff. Yeah.

[02:44:05] >> Yeah. So that's one of the things that

[02:44:07] helped check out conversion rates the

[02:44:10] most.

[02:44:10] >> Nice.

[02:44:11] >> And then you know when you want to buy a

[02:44:12] product like you like to look at the

[02:44:14] photos I'm guessing right. You want to

[02:44:16] see what what is it? What is it is the

[02:44:19] main question right? And so

[02:44:23] just opening up Loom or your screen

[02:44:25] recording software, whatever it is you

[02:44:27] use, and just clicking around inside and

[02:44:29] being like, "Look, here's the community.

[02:44:31] This is what people post about in here.

[02:44:33] Here's the map.

[02:44:34] >> This is Look, you can see where people

[02:44:36] are. You can find a friend near you.

[02:44:38] >> Yep.

[02:44:39] >> Here's the classroom. And I make these

[02:44:40] courses in here that show you this."

[02:44:42] Just show people what it's like on the

[02:44:46] inside, on the outside.

[02:44:48] >> It's Yeah. You want to be direct and

[02:44:52] clear,

[02:44:54] use simple language.

[02:44:55] >> Yep.

[02:44:57] >> And state the features and benefits.

[02:44:59] >> Yes.

[02:45:00] >> So, I think the easiest framework is if

[02:45:03] you just show people what's in the

[02:45:04] inside, and then you tell them the

[02:45:06] physical things they get, whether it's a

[02:45:07] call a week or a course or a map, and

[02:45:10] then you say, "And this will help you or

[02:45:12] this will get you." Boom. So, there's

[02:45:14] you don't just say there's a map. You

[02:45:16] say there's a map so that you can meet

[02:45:18] up with people just like you. There's a

[02:45:20] call once a week so that you can hang

[02:45:23] out with other people or achieve this

[02:45:24] outcome that you want to get feature and

[02:45:26] then benefit.

[02:45:28] >> Yep. And examples. So, let's pull some

[02:45:33] up. Oh, what do I do there? So, there's

[02:45:37] schoolers that you can look at. We've

[02:45:39] got a little video. And then here's how

[02:45:44] we worded ours. You know, sometimes like

[02:45:47] it's the word imagine is useful for

[02:45:50] explaining what something is. Imagine a

[02:45:52] place where top community builders hang

[02:45:53] out and share what works. Yes.

[02:45:54] >> Then here's what you get. Boom boom boom

[02:45:56] boom boom.

[02:45:56] >> And it's literally just feature training

[02:45:58] benefit. How to start a community?

[02:46:00] Feature weekly news benefit live calls

[02:46:02] featuring cool communities, spicy

[02:46:03] guests.

[02:46:04] >> Did I just say spicy guests?

[02:46:08] I mixed special and juicy.

[02:46:11] >> Thanks for that. Um, another common

[02:46:14] pattern I would say is using emojis as

[02:46:16] bullets.

[02:46:17] >> Like it can break up the text to just

[02:46:20] bring draw your eyes to like what the

[02:46:22] benefit is, right?

[02:46:23] >> Yes.

[02:46:24] >> Um, so just clear, right?

[02:46:28] Then there's photo project here. So

[02:46:32] they've got a video, they've got some

[02:46:35] images.

[02:46:37] So she's here. She's promoting her free

[02:46:40] trial. She offers a free trial.

[02:46:43] Um,

[02:46:45] some testimonials. This is another

[02:46:47] common pattern.

[02:46:48] >> And often you can just show posts from

[02:46:50] within the community instead of making a

[02:46:53] other testimonial. If someone posts a

[02:46:55] win in your community, just screenshot

[02:46:56] that and put it on the about page.

[02:46:58] >> Yeah. So, here, turn years of photos and

[02:47:01] video chaos into one simple safe system.

[02:47:05] Um, hi moms, I've got you. Does this

[02:47:08] sound familiar? So,

[02:47:10] >> and then imagine if you could

[02:47:13] >> So, you know, it's probably useful if

[02:47:15] you look around on Discovery

[02:47:17] and look at some, you know, if a group's

[02:47:19] ranking quite high on Discovery, chances

[02:47:21] are they've got a decent conversion

[02:47:23] rate.

[02:47:23] >> Yep.

[02:47:24] >> Because they've got members, it's

[02:47:26] growing, it's engaged. If they've got a

[02:47:28] good conversion rate, chances are they

[02:47:31] are able to explain what their community

[02:47:33] does.

[02:47:34] >> Yes.

[02:47:35] >> Right. So look around at some different

[02:47:37] about pages and kind of it'll get the

[02:47:41] it'll start like sparking some ideas in

[02:47:44] your mind for how you can explain what

[02:47:46] your group is.

[02:47:47] >> Y

[02:47:48] >> here's another one

[02:47:50] um the acting lab.

[02:47:53] And here you can see what you get

[02:47:56] bonuses. Boom.

[02:47:58] >> Another pattern is they call out who

[02:47:59] they're targeting. So this one says

[02:48:01] hello there. Dedicated actor 18 plus

[02:48:03] from North America or Europe. The one

[02:48:04] before said, "Hi, moms. Just call out

[02:48:06] who you want to join the group."

[02:48:08] >> This guy's from Stranger Things, right?

[02:48:10] >> Yeah, he's an actor in Stranger Things.

[02:48:12] He was at the last school games event.

[02:48:14] Shout out Tristan.

[02:48:16] But the one thing about about pages I

[02:48:17] want to say is that you don't need to

[02:48:19] get it perfect before you start trying

[02:48:20] to get traffic. I've seen a lot of

[02:48:22] people join school and then they spend

[02:48:23] weeks trying to improve their about

[02:48:25] page. I think that it's much better to

[02:48:27] spend an hour getting it as good as you

[02:48:29] can and then realize that the more

[02:48:31] people that join the group, the more

[02:48:32] you'll learn what they want and the

[02:48:34] better you'll be able to make the about

[02:48:35] page. So, it's not something you do once

[02:48:37] and get it perfect. You keep doing it

[02:48:39] continuously forever.

[02:48:41] >> And the other thing is that say you have

[02:48:43] a 2% about page conversion rate, you

[02:48:46] can't 100x your about page conversion

[02:48:48] rate because you get to 200%. Doesn't

[02:48:50] make sense.

[02:48:51] >> But you can 100x the traffic that you

[02:48:53] get. So, it makes a lot of sense to put

[02:48:56] a lot more effort on getting traffic

[02:48:58] instead of tinkering around inside your

[02:49:00] about page for days on end.

[02:49:02] >> Yeah.

[02:49:04] Yep.

[02:49:05] And then some of you guys might be

[02:49:07] wondering, okay, this is great, but what

[02:49:09] if I don't have an audience? Like, I get

[02:49:12] it. I put my link in my bio.

[02:49:15] >> Two followers.

[02:49:16] >> Um, what do I do?

[02:49:17] >> My one follower,

[02:49:19] >> my zero followers

[02:49:21] >> clicked it. Now what? Um, so what if you

[02:49:25] don't have an audience? Well, you should

[02:49:28] start.

[02:49:28] >> Yes.

[02:49:29] >> And you know, if you want to make money

[02:49:32] on the internet, which is pretty sweet,

[02:49:35] like is pretty nice,

[02:49:37] I will say. Um,

[02:49:41] it's very hard to do that if you don't

[02:49:43] make any content because that's what the

[02:49:45] internet is.

[02:49:46] >> Yep.

[02:49:46] >> Right. You need to have some stuff on

[02:49:48] there in order for people to notice you.

[02:49:51] >> Yep. And so you really should start if

[02:49:55] you want to do it.

[02:49:56] >> I think a good way I look at it is like

[02:49:58] where is attention going at the moment?

[02:50:00] You can walk outside. You'll see people

[02:50:02] on Instagram. You'll see people on

[02:50:03] YouTube. You'll see people on Tik Tok.

[02:50:05] And if that's where attention is in

[02:50:07] order for you to build a business on the

[02:50:08] internet, you need to get in front of

[02:50:10] that attention. And if all the

[02:50:12] attention's on YouTube and Instagram and

[02:50:14] Tik Tok or whatever, go there to capture

[02:50:16] some of that attention.

[02:50:18] >> Yep. And so you might be wondering,

[02:50:21] well, how do I start?

[02:50:22] >> Yep.

[02:50:23] >> So I think we've we've kind of broken

[02:50:26] this down for you. So I think the first

[02:50:28] choice is platform. And I think you

[02:50:31] should pick the platform you consume on

[02:50:33] the most because you probably already

[02:50:35] understand it naturally by being a

[02:50:37] consumer of it.

[02:50:38] >> Yep.

[02:50:38] >> So like I love YouTube. So you know,

[02:50:41] Skill News is on YouTube.

[02:50:43] >> Um but some people love Tik Tok and so

[02:50:46] >> or Instagram, right? Yep.

[02:50:48] >> Um, then format. So, you want to pick a

[02:50:51] format that feels right for you. And,

[02:50:56] you know, one format could be a tutorial

[02:50:59] or you could just do a screen share. You

[02:51:01] could do a vlog or a podcast.

[02:51:04] >> Um, picking a format is really

[02:51:09] um important. Mhm.

[02:51:10] >> Create the content that you want to

[02:51:12] consume because whatever you like to

[02:51:15] consume is probably the thing that you

[02:51:16] want to create. So just like what do you

[02:51:18] love to consume or what sort of content

[02:51:20] do you wish existed and then make that

[02:51:23] because if you wish it existed, chances

[02:51:24] are other people wish it existed as

[02:51:26] well.

[02:51:27] >> Yeah. And also

[02:51:29] the most important thing to making

[02:51:31] content is consistency. Mhm.

[02:51:34] >> Like in order to get

[02:51:36] in order to get good at something in in

[02:51:38] order to like really succeed, it's going

[02:51:41] to take some time.

[02:51:42] >> Yes.

[02:51:42] >> And most people fail because they give

[02:51:45] up.

[02:51:46] >> Yes.

[02:51:46] >> So you need to be very intentional with

[02:51:49] your choices here because you're trying

[02:51:52] to choose something that you're going to

[02:51:53] enjoy doing

[02:51:54] >> so that you do it consistently

[02:51:57] >> so that you succeed.

[02:51:58] >> Yep.

[02:51:59] >> Right. And so, you know, with school

[02:52:01] news, for example,

[02:52:03] we chose this format, which is me

[02:52:05] sitting next to Kirby looking at the

[02:52:07] computer talking about school.

[02:52:09] >> Yes.

[02:52:09] >> Because that's actually what I do all

[02:52:11] day.

[02:52:12] >> Yep.

[02:52:12] >> I sit at my computer and I even made

[02:52:14] sure it's the same computer.

[02:52:16] >> Yes.

[02:52:16] >> And Kirby even sits on that side of me

[02:52:19] and we talk about school. Yes.

[02:52:20] >> I also like onepage Google Docs. Yes.

[02:52:23] You know,

[02:52:24] >> and that's really important if we're

[02:52:26] going to be doing this consistently.

[02:52:27] >> 100%. The other one is a a schedule.

[02:52:32] >> Um, so you want to pick a schedule that

[02:52:35] feels right for you.

[02:52:36] >> Yeah. When I first started, I did daily

[02:52:39] videos and I think that can get you in

[02:52:41] the habit really quickly of creating cuz

[02:52:43] you wake up every day. You have to make

[02:52:45] something by the end of the day, which

[02:52:46] is really beneficial, but a lot of

[02:52:48] people do weekly as well. I'd say daily

[02:52:50] or weekly are the best schedules in the

[02:52:52] beginning, but you can just pick

[02:52:53] whatever you feel confident that you can

[02:52:55] keep doing for a long long long time.

[02:52:57] Mhm.

[02:53:00] >> Yep. And we have heard a lot of people

[02:53:02] when they say they went daily, they did

[02:53:04] grow a lot more.

[02:53:05] >> Oh, yeah.

[02:53:06] >> Yeah.

[02:53:06] >> Yeah.

[02:53:07] >> Um ideas. So, what do you make videos

[02:53:10] about?

[02:53:11] >> I honestly think the best thing to do is

[02:53:14] to immerse yourself in the market to see

[02:53:16] what people want.

[02:53:18] >> Yes.

[02:53:18] >> So, you know, ask yourself like what is

[02:53:20] my market and where are they?

[02:53:22] >> Mhm.

[02:53:23] >> And markets are like communities in a

[02:53:25] way, right? like a community like

[02:53:27] schoolers where people are talking you

[02:53:29] can see what pe what schoolers want

[02:53:32] >> what topics like churn is a hot topic

[02:53:34] con about page conversion rate where

[02:53:37] where do you get your traffic from

[02:53:39] >> um yeah

[02:53:41] >> so you can see what people want um you

[02:53:44] can also attend the conferences like if

[02:53:47] you're into video games there's

[02:53:49] different video game conferences

[02:53:51] >> y

[02:53:51] >> um that's good to immerse yourself too

[02:53:54] and just following the podcast or the

[02:53:57] channels or the news of that industry.

[02:54:00] >> Yes,

[02:54:01] >> immersion is a great way to learn

[02:54:03] >> 100%. I think that in all niches there's

[02:54:06] two sides. There's the creators and then

[02:54:07] there's the viewers of the creators. And

[02:54:09] the more you immerse yourself in the

[02:54:11] market, you understand what the creators

[02:54:12] are making and you understand what the

[02:54:14] consumers want to see. And then what

[02:54:16] happens is you find like a gap in the

[02:54:18] market, you're able to think, oh, hold

[02:54:19] on a second. People really want to see

[02:54:21] this sort of content, but nobody else is

[02:54:23] making it. If I fill that gap, then I

[02:54:25] can really grow quickly.

[02:54:29] >> And then you also want to keep a list of

[02:54:31] ideas like a Google Doc or Apple Notes,

[02:54:33] whatever you use.

[02:54:34] >> Yep.

[02:54:35] >> And then when you have these ideas, you

[02:54:37] can just write them down and then when

[02:54:38] you go to make a video or a post or

[02:54:40] whatever, you've got a list of ideas.

[02:54:42] >> Yep.

[02:54:43] >> Yeah. Then video production, keep it

[02:54:47] simple. Most people start with their

[02:54:49] phone.

[02:54:49] >> Yes. Like you can actually fully succeed

[02:54:52] just with your phone.

[02:54:55] >> Yeah.

[02:54:56] >> Um even school news it looks fancy now

[02:54:58] but it actually started by just us doing

[02:55:01] Zoom and recording it.

[02:55:02] >> Yes.

[02:55:03] >> And so yeah

[02:55:05] >> and one tiny note like it says video

[02:55:07] production there but you can also grow

[02:55:09] on Twitter or LinkedIn and not make any

[02:55:11] videos if you don't want to show

[02:55:13] yourself on camera or a podcast if you

[02:55:15] just want to do audio.

[02:55:16] >> Yep.

[02:55:18] And I will say the secret

[02:55:21] >> to all of this is that everybody sucks

[02:55:23] on day one.

[02:55:25] >> Yes.

[02:55:25] >> And it takes a long time till it all

[02:55:28] comes at once.

[02:55:30] >> Yes.

[02:55:30] >> And here's an example. So the person who

[02:55:33] has literally got the most views on

[02:55:36] YouTube is like Mr. Beast, right?

[02:55:39] >> And so surely he's an exception. Surely

[02:55:42] when he made his first video he didn't

[02:55:44] suck. Well, surely when he made his

[02:55:46] first video, he got a million views. He

[02:55:50] got like none

[02:55:52] >> for like one, two, three, four, five

[02:55:54] years.

[02:55:55] >> In fact, you can do better than this.

[02:55:57] >> 100% better than this.

[02:55:59] >> You can do a lot better than this.

[02:56:00] >> Unlucky, Mr. Beast.

[02:56:02] >> Um,

[02:56:02] >> sorry, Jimmy.

[02:56:04] >> So, yeah, this just goes to show, right?

[02:56:08] Like, in my whole first year of

[02:56:10] entrepreneurship, I made no money.

[02:56:12] >> Flex.

[02:56:13] >> Yep. was

[02:56:15] >> and I didn't even have the bright idea

[02:56:17] to start making an audience. So, in my

[02:56:20] first year, I made no money and I had no

[02:56:22] audience.

[02:56:23] >> Yep.

[02:56:24] >> Um Yeah. And you know, I'm pretty sure

[02:56:28] Hozi didn't even make content for his

[02:56:30] first few years.

[02:56:31] >> Yeah. He said like you don't need it.

[02:56:33] You just need to run ads.

[02:56:34] >> Yeah. Horoszi didn't start making

[02:56:36] content till I think 2020.

[02:56:37] >> Yeah. Really recently. And now he's

[02:56:39] huge.

[02:56:40] >> Yeah.

[02:56:41] And so

[02:56:43] the secret really is is that you know

[02:56:47] you suck at the beginning and that's why

[02:56:50] most people don't even start

[02:56:52] >> cuz they think the people that do

[02:56:53] succeed don't suck at the beginning.

[02:56:55] >> Mhm.

[02:56:55] >> So they start and then you don't give up

[02:56:58] and then you get better better and then

[02:57:00] all of a sudden you have a breakthrough

[02:57:01] and it explodes.

[02:57:02] >> Yes.

[02:57:03] >> You might go from zero to like 100 grand

[02:57:05] a year to 300 grand a year very quickly.

[02:57:08] >> Yeah. Another thing that stops people

[02:57:10] that I think more people should talk

[02:57:12] about is like judgment of your friends

[02:57:14] and family. I know so many people that

[02:57:17] want to start creating but don't because

[02:57:19] of what their friends or family will

[02:57:21] think. And you just have to get through

[02:57:24] that and think I don't care what they

[02:57:26] think of me. You've you've got to break

[02:57:28] through that belief otherwise you'll be

[02:57:30] stuck for forever.

[02:57:32] >> Yep.

[02:57:35] And so that is the secret. So to recap

[02:57:38] this, to grow your school, you need

[02:57:41] traffic times conversion. It's going to

[02:57:44] give you growth. You want to put your

[02:57:46] school link in your bio. Post about your

[02:57:49] school on social media and share your

[02:57:50] links. And be consistent and don't give

[02:57:53] up. I swear most people give up just

[02:57:56] before they have that breakthrough.

[02:57:58] >> Yep.

[02:57:59] >> Yep. So that's it for this module. See

[02:58:02] you in the next one.

[02:58:03] >> See you later.

[02:58:06] >> Yes. So today we're going to cover

[02:58:09] Kirby's mullet, a road map update, and

[02:58:13] then we're going to do a little training

[02:58:15] on how to monetize your school, how to

[02:58:17] make money on school. So first up, let's

[02:58:20] rate Kirby's mullet

[02:58:22] >> priorities.

[02:58:24] >> Look at the sides out of 10. Zero to 10.

[02:58:28] >> Eddie from school support did my

[02:58:30] haircut. Don't

[02:58:33] >> Don't do that.

[02:58:34] >> Don't do what? I don't know. Just

[02:58:37] >> bias the results.

[02:58:39] >> All right, give them Have we got any

[02:58:42] other shots, Johnny? So they they can

[02:58:43] see it.

[02:58:44] >> We need a mullet cam, Johnny.

[02:58:46] >> Yeah, that's their side. Look,

[02:58:47] straightforward.

[02:58:48] >> Yes. Yes. All right, we can tick that

[02:58:50] one off.

[02:58:51] >> Thank you.

[02:58:52] >> We'll tally up their score later. Um,

[02:58:54] road map update. So,

[02:58:58] in progress, native live streaming. It's

[02:59:01] still in progress, but it's so close.

[02:59:03] >> Very close.

[02:59:05] We could have shipped it today without

[02:59:07] recording, but we're like, it's pretty

[02:59:10] important. Yep. So,

[02:59:12] by this time next week, it should be

[02:59:14] live.

[02:59:15] >> Let's go.

[02:59:16] >> Yeah, we're just getting those finishing

[02:59:17] touches, including recording, which is

[02:59:20] really important, I think. Um, and then

[02:59:22] subscription tiers, that's like

[02:59:26] end of September or early October.

[02:59:29] >> Nice.

[02:59:30] >> Um,

[02:59:31] >> but we got a teaser.

[02:59:32] >> Yeah. And we'll we'll give you a little

[02:59:34] like demo of this one today as well. And

[02:59:39] so that's the road map. So now let's

[02:59:41] talk about how to monetize your school.

[02:59:44] So this is this is going to be a course

[02:59:46] module in school 101.

[02:59:49] >> Yep.

[02:59:50] >> Yeah. So here we go. How to monetize

[02:59:55] your school. So, you know, there's over

[02:59:57] a hundred,000 community builders on

[03:00:00] school right now, and they're

[03:00:02] collectively earning over a billion

[03:00:03] dollars a year with their schools.

[03:00:05] >> Insane.

[03:00:06] >> And the incomes range from like 500

[03:00:09] bucks a month to $350,000

[03:00:12] a month, which is pretty crazy. That's

[03:00:14] like a lot of money to earn with a

[03:00:16] single community.

[03:00:17] >> Yes.

[03:00:18] >> And price points range from like $1 a

[03:00:21] month to $10,000 a month.

[03:00:24] >> Yes.

[03:00:25] And this module will show you everything

[03:00:27] we've learned from like doing this for

[03:00:30] years and observing all of this.

[03:00:31] >> Yep. And there's people from all ages,

[03:00:34] all categories. The variety is actually

[03:00:36] insane.

[03:00:37] >> Yeah.

[03:00:38] So, let's start with business models.

[03:00:42] So, this is probably one of the first

[03:00:43] choices you need to make if you're

[03:00:45] planning to monetize. So, there's these

[03:00:49] are the different ones that you can

[03:00:50] have. Like you can have a free community

[03:00:52] which is how almost everyone starts

[03:00:56] >> and it is the most common uh one and

[03:00:59] here's an example. It's called the Aspen

[03:01:02] way. It's by the UFC heavyweight

[03:01:04] champion Tom Espanol and it's just a

[03:01:06] free community about

[03:01:08] uh MMA.

[03:01:09] >> Yep.

[03:01:10] >> Right. Very common type of community.

[03:01:13] >> Then subscription which is just a single

[03:01:16] price paid community. Yes. Another very

[03:01:19] common one on school. Here's an example.

[03:01:22] Wealthy plumber. He charges 99 bucks a

[03:01:25] month. He's got 900 members.

[03:01:26] >> I think he's making like 60 grand a

[03:01:28] month with plumbing stuff, which is

[03:01:30] really cool.

[03:01:31] >> Yep. This is very common. A price point

[03:01:35] in between like 10 bucks and 100 bucks a

[03:01:37] month.

[03:01:38] Then

[03:01:40] >> these are two very common ones. Um, and

[03:01:43] then with these new features that are

[03:01:46] shipping very soon, uh, we're going to

[03:01:49] introduce premium and tiers.

[03:01:53] >> Hello.

[03:01:53] >> And I'll show you a little demo of what

[03:01:55] this might look like or what it will

[03:01:57] look like. So here, if you go to

[03:02:00] settings and you go to pricing,

[03:02:03] >> what's this?

[03:02:04] >> Right now, most people, you know, just

[03:02:06] have a free community. It's free by

[03:02:08] default. Pretty simple. But let's say

[03:02:09] you want to charge a subscription price,

[03:02:11] just one simple price. Yep. You can set

[03:02:14] your price. You can have a monthly price

[03:02:16] >> or an annual only price or a monthly and

[03:02:19] annual option. Yep. Right.

[03:02:24] >> That's what people have right now. Free

[03:02:26] and paid basically

[03:02:27] >> and one time.

[03:02:29] >> Yep. And we'll get to one time soon. But

[03:02:31] then soon you'll be able to do uh

[03:02:33] premium

[03:02:36] >> which is where you have one free tier.

[03:02:38] Yep.

[03:02:39] >> And up to like two paid tiers.

[03:02:42] >> So here you set your price. You can set

[03:02:44] monthly only, annual only, or monthly

[03:02:46] and annual.

[03:02:46] >> Yep.

[03:02:47] >> And you can have an optional VIP tier,

[03:02:50] too.

[03:02:50] >> And you add your benefits. Boom. Boom.

[03:02:53] Boom. Um, so that's premium.

[03:02:56] >> Yep. Most people will join for free and

[03:02:58] then you can upsell them to the paid

[03:03:00] tier.

[03:03:01] >> Yep.

[03:03:03] And this will be good because

[03:03:06] your actually I can probably just show

[03:03:08] you what this will look like. So if

[03:03:10] you've got a free group uh if you're

[03:03:13] using premium model your group will

[03:03:15] still appear as free

[03:03:17] >> right? So we'll show the lowest price on

[03:03:19] the about page. People when they click

[03:03:21] join group they can select their plan.

[03:03:25] >> Amazing.

[03:03:26] >> And so they could join for free, right?

[03:03:28] Or they could join a premium tier.

[03:03:31] >> Yep. Yeah. And then when they click on

[03:03:33] this, then they get the option to pay

[03:03:35] monthly or annual if you're doing both

[03:03:37] options, right? And join. So yeah, it

[03:03:40] just introduces tiers. And the

[03:03:43] difference between premium and tiers is

[03:03:47] simply like premium must have one free

[03:03:49] tier.

[03:03:49] >> Yep.

[03:03:50] >> And tiers is just three. It can be up to

[03:03:53] three paid tiers.

[03:03:55] >> Amazing.

[03:03:56] >> Yeah.

[03:03:57] And so these will become options very

[03:04:02] soon when we ship this uh subscription

[03:04:04] tiers feature. Um why this is good is

[03:04:09] you know we shared in the previous

[03:04:11] module that the average conversion rates

[03:04:15] for free groups are 20% on the about

[03:04:17] pages. Paid it's four. Right?

[03:04:20] >> It's really awesome to share your free

[03:04:22] link everywhere

[03:04:24] >> and get members with a high conversion

[03:04:26] rate. Right.

[03:04:27] >> Yes.

[03:04:27] >> But then when you go to paid, that

[03:04:29] conversion rate drops down. You get less

[03:04:30] members. But if you do premium, you

[03:04:33] basically can get the best of both. You

[03:04:35] get that high conversion rate with

[03:04:36] members joining. But then you can work

[03:04:39] on your mechanisms to get people to

[03:04:41] upgrade to

[03:04:43] >> uh to paid.

[03:04:44] >> Yeah, it's so cool. Also, at the moment,

[03:04:46] a lot of people have a free group and a

[03:04:48] paid group, which is great. It crushes,

[03:04:50] but it's quite a lot of work to manage

[03:04:52] two groups. This allows you to have both

[03:04:54] a free and a paid in one group so you

[03:04:55] only have to manage one community.

[03:04:58] >> Yep. Yeah. This is currently done on

[03:05:01] school actually. It's like people just

[03:05:03] have multiple groups. Yes.

[03:05:04] >> Yeah. And

[03:05:06] >> some people like it, some people don't.

[03:05:08] >> Yep.

[03:05:08] >> The people who don't will like premium.

[03:05:10] >> Yes.

[03:05:10] >> But some people will still want to

[03:05:12] separate and have two groups. And that's

[03:05:14] totally fine. You can still do whatever

[03:05:15] you want. Um, and tiers is cool because,

[03:05:19] you know, you might want a lower price

[03:05:20] point to get in. Like

[03:05:24] you you might want to let's say you're

[03:05:26] charging 99 bucks. You might want to add

[03:05:28] a lower tier like a nine.

[03:05:29] >> Yep.

[03:05:30] >> Just like what we did recently and then

[03:05:32] you might want to add a higher tier like

[03:05:34] 999 which is more like your exclusive

[03:05:36] coaching or mastermind or whatever,

[03:05:38] right?

[03:05:38] >> Yep.

[03:05:39] >> Um, so these these two new things will

[03:05:42] open up a lot of possibilities for

[03:05:44] people. Generally what happens in any

[03:05:46] community there's like different

[03:05:47] segments. So for us we had the standard

[03:05:50] people at $99 a month but we also had

[03:05:52] these hobbyists starting to use the

[03:05:54] platform where $99 a month was quite a

[03:05:56] lot. So introducing new tiers for

[03:05:58] different segments is a way to monetize

[03:06:00] every segment of the market and expand

[03:06:03] your reach if it's a lower tier.

[03:06:04] >> Yep.

[03:06:06] And I'll give you a little bit more of a

[03:06:10] a look at what tiers will look like. So

[03:06:13] then for courses

[03:06:16] and upgrades, when you have your courses

[03:06:19] in your classroom, you can make them

[03:06:21] unlock when people reach a level or if

[03:06:24] people pay a price or if they wait a

[03:06:27] certain amount of time or just members

[03:06:29] you select, right?

[03:06:30] >> But there will be this extra option or

[03:06:32] members on premium tier.

[03:06:33] >> Very cool.

[03:06:34] >> So you could make it so some course

[03:06:36] content is only available to people on

[03:06:38] the premium tier by selecting private

[03:06:40] and then premium.

[03:06:41] >> Yep. Or you could make it so that when

[03:06:44] members get to a level like level six or

[03:06:46] they're on premium

[03:06:47] >> which gives you this grind or pay

[03:06:50] mechanism which is like common in video

[03:06:52] games. It's like hey you can just pay

[03:06:55] and get it get this special tier or you

[03:06:58] can just like contribute a lot and grind

[03:07:01] your way there.

[03:07:01] >> So cool. And how this might look in the

[03:07:04] classroom is

[03:07:07] so this

[03:07:09] >> I just wrapped it.

[03:07:11] >> This is a um

[03:07:14] there's

[03:07:15] >> you should buy it.

[03:07:16] >> Who did this?

[03:07:17] >> Who did this?

[03:07:19] >> Um it doesn't make any sense. There's

[03:07:22] Pikachu. There's this description.

[03:07:23] >> Sounds a bit strange.

[03:07:26] >> Anyway, um this is buy now or upgrade to

[03:07:29] premium, right? I don't know why you

[03:07:31] would do this, but you can.

[03:07:33] >> I think that's a flex because if your

[03:07:34] premium's like $20 a month, price

[03:07:36] anchoring it at a,000 a month or you can

[03:07:38] get it with $20 a month with premium, it

[03:07:40] makes the 20 a month seems so

[03:07:42] attractive.

[03:07:44] >> I shouldn't use that word when talking

[03:07:46] about nude pics.

[03:07:48] Um then in this option you can get to

[03:07:51] level six or upgrade to premium or the

[03:07:54] most common one you know the one that

[03:07:56] most people are probably going to use

[03:07:57] which is this which is just you unlock

[03:07:59] this with premium. So some free members

[03:08:02] might have access to some courses but

[03:08:04] then premium members might have access

[03:08:06] to other courses.

[03:08:07] >> Yes.

[03:08:08] >> So what happens when you click this?

[03:08:09] Let's say I click on this one.

[03:08:12] >> It would pop up like this. It would tell

[03:08:13] me more about the course. I click

[03:08:15] upgrade to premium.

[03:08:18] and it will show me what my current plan

[03:08:20] is and then I can

[03:08:22] >> change plans.

[03:08:22] >> Yeah, at the moment if you want to put

[03:08:24] someone from free to paid inside of the

[03:08:26] same community, you have to kick them

[03:08:27] out and get then get them back in. But

[03:08:29] this will mean that people can go from

[03:08:31] free to paid in one community without

[03:08:32] any weird leaving and rejoining.

[03:08:34] >> This is a generous tier too if you look

[03:08:37] at the benefits.

[03:08:38] >> Cooked breakfast. I will pay your

[03:08:41] mortgage. I will do anything you want.

[03:08:44] Um, and then there's the calendar.

[03:08:47] >> Yeah.

[03:08:48] >> So,

[03:08:52] >> it would convert. Don't mock it.

[03:08:54] >> Wait, wait, wait. To zoom out, basically

[03:08:56] you upgrade for a tier and most people

[03:08:58] will allow that tier to unlock calendar

[03:09:01] events and courses.

[03:09:03] >> Yes.

[03:09:04] >> Okay. So then here when you're like

[03:09:06] adding a calendar event,

[03:09:09] uh not only will you be able to do it on

[03:09:11] school school native live streaming, but

[03:09:14] then down here access, you can make it

[03:09:16] for all members, members at a level or

[03:09:19] members on a tier. And you could select

[03:09:21] you could click this and then select the

[03:09:22] tier or members that are in a course.

[03:09:25] >> Yep.

[03:09:26] >> Previously, we could do it through

[03:09:27] courses, but that seemed kind of messy,

[03:09:29] honestly.

[03:09:30] >> Yeah,

[03:09:30] >> I can imagine most people are just going

[03:09:32] to gate things by tier. Yes.

[03:09:34] >> Like, hey, this event on the calendar

[03:09:37] and these courses, they're available to

[03:09:39] premium tier. Yep.

[03:09:40] >> Right.

[03:09:41] >> Makes sense. Um, and then what would it

[03:09:44] look like on the calendar for people

[03:09:46] that aren't on the uh premium tier?

[03:09:51] Well, they'll still see it on the

[03:09:52] calendar, which is nice. But when they

[03:09:54] click it, it will pop open like this.

[03:09:56] Zoom link unlocks with premium and or

[03:09:59] school call link. Yep.

[03:10:01] >> And then upgrade to premium. Nice.

[03:10:03] >> They click that and then they see the

[03:10:04] same screen again.

[03:10:06] >> Let's go.

[03:10:08] >> Um, so this gives you multiple paths to

[03:10:12] get your free members to upgrade to

[03:10:14] premium or VIP. Or if you have a lower

[03:10:17] tier, like let's say it's standard

[03:10:19] premium VIP,

[03:10:21] >> it gives you a path to get PE, you could

[03:10:24] start lower ticket and get people to

[03:10:27] >> uh ascend up,

[03:10:29] >> right?

[03:10:30] >> So cool. So, this really changes the

[03:10:32] game on school, honestly.

[03:10:35] And yeah, that's what it it looks like

[03:10:39] basically.

[03:10:40] >> It's pretty cool cuz we just introduced

[03:10:42] our first tier and saw how valuable that

[03:10:45] can be and like pretty quickly everyone

[03:10:48] on school will be able to do the same

[03:10:49] thing.

[03:10:50] >> Yep.

[03:10:52] Then

[03:10:54] one time,

[03:10:56] >> so you can do this, too. So, here's this

[03:10:59] guy Eddie Abu who's like a professional

[03:11:02] weightlifter and he just charges 397

[03:11:06] bucks one time.

[03:11:07] >> Yep. A lot of high ticket guys charge

[03:11:10] one time.

[03:11:11] >> Yep. Nothing wrong with doing this. I

[03:11:14] mean, I will say most people on school

[03:11:15] run memberships which are like recurring

[03:11:17] revenue subscription.

[03:11:19] >> Yep.

[03:11:19] >> Right. Um but this is an option too.

[03:11:22] >> Yep. Or this might be good for like

[03:11:24] popup kind of events. Like let's say

[03:11:26] you're doing just

[03:11:28] this little popup community. It's a

[03:11:30] one-off kind of thing. Hey, join this

[03:11:32] thing for 100 bucks. We'll do this this

[03:11:33] stuff. And then

[03:11:34] >> it's like a challenge or a cohort or

[03:11:36] something.

[03:11:37] >> Yeah. Um or you might just be selling a

[03:11:40] course honestly, but moving it onto

[03:11:42] school instead of on some other platform

[03:11:44] and you just want to charge a onetime

[03:11:45] price. Yeah.

[03:11:47] >> Um so those are the main models. You've

[03:11:50] got free subscription which is a single

[03:11:53] price which can be monthly or annual or

[03:11:56] both. Premium which is one free tier and

[03:12:00] up to two paid or tiers which is three

[03:12:03] paid or two to three paid.

[03:12:04] >> Let's go.

[03:12:05] >> And one time. So those are the the

[03:12:08] business models.

[03:12:09] >> Very cool.

[03:12:10] >> And on school you can also create a

[03:12:14] custom combination of any of these.

[03:12:17] >> Yep. So, like we said earlier, you can

[03:12:19] have two groups or many groups. So, you

[03:12:22] could have a free group, but then you

[03:12:23] could also have a paid group. Then you

[03:12:24] could have an even more expensive paid

[03:12:26] group.

[03:12:26] >> [ __ ] you could have 200 groups if you

[03:12:28] wanted.

[03:12:29] >> Some people have a lot of groups.

[03:12:31] >> Um,

[03:12:33] so you can do that or you can also use

[03:12:37] courses, right? Because with courses, if

[03:12:40] I go to the classroom,

[03:12:42] you can charge for a course.

[03:12:44] >> Yep.

[03:12:45] >> Right. Um, so you could have a free

[03:12:47] group with just one-time purchases

[03:12:49] inside. Yes. Right.

[03:12:51] >> Or you could have a one-time purchase

[03:12:54] group with some one-time purchase

[03:12:56] courses.

[03:12:57] >> Or you could have a subscription group

[03:12:58] with some one-time purchase courses.

[03:13:01] Or you could have a tears group with

[03:13:03] some one time like you can literally do

[03:13:06] anything you want.

[03:13:07] >> Yes.

[03:13:08] >> That doesn't mean you should.

[03:13:09] >> Yeah. Most people just do subscription

[03:13:12] >> and then soon with the option of premium

[03:13:14] and tiers, I imagine people will be

[03:13:16] doing premium tiers and free.

[03:13:18] >> That's like what most people will do.

[03:13:21] >> Yeah, I would highly recommend just

[03:13:23] keeping your model simple.

[03:13:25] >> Yeah, you probably just broke some

[03:13:26] people's minds right there.

[03:13:27] >> Well, I'm just saying that you can do

[03:13:28] whatever you want.

[03:13:29] >> You can't do whatever you want. Yeah.

[03:13:30] >> Yeah. Including like ruining your life.

[03:13:36] Um free trials. You can also layer those

[03:13:40] in. So you could have, you know, a you

[03:13:43] could have a subscription

[03:13:45] group. If I go to pricing,

[03:13:48] um, and you could have a free trial as

[03:13:50] well, right?

[03:13:51] >> Um, free trials are very common

[03:13:54] actually, and a lot of people use them

[03:13:56] cuz let's say you've just got, let's say

[03:13:58] you're using the subscription model and

[03:14:01] your group is 50 bucks a month. pretty

[03:14:04] simple, clean, but then you're not

[03:14:07] getting as many people join as you want.

[03:14:09] So, you're like, "Oh, what if I gave

[03:14:10] them a 7-day free trial?"

[03:14:11] >> Yep.

[03:14:12] >> This can work. I would highly recommend

[03:14:14] free trials if you want more people to

[03:14:18] join.

[03:14:18] >> Mhm.

[03:14:20] >> However, if you don't need more people

[03:14:22] to join, you don't need to do free

[03:14:24] trials.

[03:14:24] >> Yeah. Yeah. Yeah.

[03:14:25] >> Right. So, and some people try them and

[03:14:29] they're like revolutionary for like

[03:14:31] their their business. They turn on free

[03:14:33] trials, way more people join, they make

[03:14:35] way more money, right?

[03:14:36] >> Other people turn it on,

[03:14:39] >> their landing page conversion rate

[03:14:41] doubles,

[03:14:42] >> but their free trial conversion rate is

[03:14:45] like 50%.

[03:14:46] >> So, they're actually just making the

[03:14:48] same amount of money.

[03:14:50] >> Yeah.

[03:14:50] >> But they're cycling more people through

[03:14:52] the community.

[03:14:53] >> Yep.

[03:14:54] >> I do know, and this is an interesting

[03:14:56] thing, too, is like churn does seem to

[03:14:58] be lower on free trials for obvious

[03:15:00] reasons because the right people join.

[03:15:02] >> Yeah. That makes sense.

[03:15:03] >> But one of the trade-offs is that if you

[03:15:05] have quite a strong community culture,

[03:15:07] getting a lot of new people in can

[03:15:08] sometimes ruin the like Airbnb community

[03:15:12] feel, which is like no owners, only

[03:15:15] people passing through. And so you the

[03:15:18] me existing members don't know who they

[03:15:19] should be friends with because they

[03:15:20] don't know if they'll be here tomorrow.

[03:15:22] Right.

[03:15:22] >> That makes sense.

[03:15:23] >> Yeah. Um and then you can also do

[03:15:26] annual. I will say most people just have

[03:15:30] a subscription price and they have a

[03:15:32] monthly and annual option. That's

[03:15:33] probably the most common.

[03:15:34] >> Yep.

[03:15:35] >> Um Yeah.

[03:15:36] >> Well, free I guess is the most common

[03:15:38] but most

[03:15:39] >> of paid I'm talking about. Yeah. Cool.

[03:15:41] >> So business models that's that

[03:15:44] >> you can do anything and if you're

[03:15:45] listening to this and you're feeling

[03:15:46] stressed and overwhelmed because there's

[03:15:48] a lot of options. These are some stages

[03:15:50] of evolution that we recommend.

[03:15:51] >> This is what tends to happen. So people

[03:15:54] start free.

[03:15:55] >> Yes.

[03:15:57] and you're trying to figure it out.

[03:15:59] >> What are you trying to figure out? Well,

[03:16:00] what you're doing. Yep.

[03:16:02] >> Like, what is my group about?

[03:16:04] >> I saw a dude's group the other day and

[03:16:05] it was called I don't know what I'm

[03:16:07] doing, right? So, like

[03:16:10] that. We should really figure that out.

[03:16:12] >> You kind of kind of need that one

[03:16:14] figured out.

[03:16:14] >> Um then, so you're trying to figure out,

[03:16:17] hey, what the hell is this thing that

[03:16:19] I'm building?

[03:16:19] >> Yep.

[03:16:20] >> And who is it for? Why should someone

[03:16:22] join? And then you're trying to grow it

[03:16:24] like in the beginning you a lot of

[03:16:26] people are just stoked to get someone to

[03:16:29] join for free.

[03:16:30] >> Yep.

[03:16:30] >> That's actually a good milestone.

[03:16:32] >> Yeah.

[03:16:32] >> And then getting them to engage. Once

[03:16:34] you get them to join, will they like

[03:16:36] engage with your content? Say something.

[03:16:39] >> Yep.

[03:16:40] >> And then do they come back?

[03:16:43] >> Like do they come back tomorrow or like

[03:16:45] in a week or whatever?

[03:16:46] >> Yes. Once you achieve these things like

[03:16:48] you know what you're doing, you're able

[03:16:50] to get members, people are engaging,

[03:16:52] people are coming back.

[03:16:53] >> Y

[03:16:54] >> you have like the start of like

[03:16:58] >> well you've got like product market fit

[03:17:00] in a way. Now it's just like are people

[03:17:02] willing to pay money

[03:17:04] >> for something in here. Yep.

[03:17:05] >> Right. But this has to come first unless

[03:17:08] you are already established and you have

[03:17:10] an audience and you already know people

[03:17:11] are going to pay money.

[03:17:12] >> Yes.

[03:17:13] >> Yeah. So if you don't know, start free.

[03:17:15] And if you can just get a bunch of

[03:17:17] people together about a topic, then

[03:17:19] monetization becomes so much more simple

[03:17:21] because they'll literally tell you what

[03:17:22] they want.

[03:17:22] >> They'll tell you what they want. Yeah.

[03:17:25] >> Then with then I imagine people are

[03:17:28] going to go to premium next.

[03:17:29] >> Yep.

[03:17:30] >> And

[03:17:32] at this stage, you want to figure out

[03:17:33] what people will pay for and then you

[03:17:35] want to add a paid tier.

[03:17:36] >> Yes.

[03:17:37] >> So

[03:17:39] we've seen people start with a free

[03:17:40] group. they figure out what people want

[03:17:42] and then they create another group and

[03:17:43] they make it paid, right? But with tiers

[03:17:47] and premium, you won't need to do that

[03:17:48] extra group, right? You could just do it

[03:17:50] in the same one.

[03:17:51] >> Um, and then you can put those benefits

[03:17:53] on the paid tier.

[03:17:55] >> Mhm.

[03:17:56] >> And that way you still keep your free

[03:17:59] conversion rate, which is like, you

[03:18:01] know, 20% plus

[03:18:03] >> and then you still get your paid. So

[03:18:04] it's the best of both worlds.

[03:18:06] >> Yes.

[03:18:06] >> And there is some nice synergy between

[03:18:08] the two.

[03:18:09] >> Mhm.

[03:18:09] >> Yeah. And that's probably better than

[03:18:11] just flipping your free group to a paid

[03:18:13] group because then you lose your flow

[03:18:16] that's coming through the free group.

[03:18:17] >> Yeah.

[03:18:17] >> But you can do that if you want to as

[03:18:19] well.

[03:18:20] >> Yep. Then subscription. And this is when

[03:18:23] you don't want any free members. You

[03:18:25] only want paid.

[03:18:26] >> Y. So some people if they've like let's

[03:18:28] say you've got a million person audience

[03:18:30] or a huge audience even a 100,000

[03:18:32] 200,000 person audience you'll probably

[03:18:34] just go straight to subscription charge

[03:18:37] a price send people straight there and

[03:18:39] they'll buy and

[03:18:40] >> yeah fine

[03:18:41] >> your like YouTube channel is kind of

[03:18:43] like your free group that's the thing

[03:18:45] that you're using to warm people up get

[03:18:47] people to know you and you can go

[03:18:48] straight to paid if you want to

[03:18:50] >> yeah and sometimes when you know when

[03:18:53] you get bigger and more established you

[03:18:55] actually have the problem of too many

[03:18:57] members,

[03:18:58] >> too many people are trying to join my

[03:19:00] community, which seems like a luxury to

[03:19:02] a lot of people, but it happens

[03:19:04] eventually. So, that's when you might

[03:19:05] just go subscription, like you don't

[03:19:08] have a free option, right?

[03:19:10] >> Um, and then there's tiers, which is you

[03:19:14] have a ladder of three membership

[03:19:16] options.

[03:19:18] >> And I forget if I've got a like this one

[03:19:20] could be, what's a good example of this?

[03:19:23] So I could say like this could be 9.9 99

[03:19:27] and then let's say this is 999,

[03:19:29] >> right?

[03:19:30] >> And this wouldn't say free, it would say

[03:19:32] like standard.

[03:19:33] >> Yes.

[03:19:34] >> And so here you would

[03:19:38] you would have some set up like this

[03:19:40] where people might get I think Samuel

[03:19:42] Herp's a great example of this actually.

[03:19:44] >> Yeah. Yeah.

[03:19:45] >> He actually has a free group.

[03:19:47] >> This is Samuel Her Sam's Art School. I

[03:19:50] don't have a link but people can find

[03:19:51] it. Um then

[03:19:55] so he has a free group. Then he has a

[03:19:56] low ticket group which is like 10 bucks.

[03:19:59] >> Yeah.

[03:20:00] >> And then he also does one-on-one

[03:20:02] coaching which is about a grand a month.

[03:20:03] >> Yep.

[03:20:04] >> And he gets on Zoom with people and he

[03:20:07] actually coaches them how to paint.

[03:20:10] >> Yes.

[03:20:10] >> Like he's like you know I don't know

[03:20:12] what he says

[03:20:14] like point paint point paint there or

[03:20:16] paint there or whatever. Um, and so, you

[03:20:20] know, he could achieve all of this in

[03:20:22] one, which would be pretty cool.

[03:20:24] >> Yes.

[03:20:24] >> Yeah. And so these are the stages of

[03:20:28] evolution we tend to see.

[03:20:31] >> Yep. One thing I will say though is that

[03:20:33] it's hard enough to just get one tier or

[03:20:35] one price working well. Don't feel like

[03:20:38] you have to go from zero to three tiers

[03:20:39] straight away. Like even school was just

[03:20:42] $99.

[03:20:43] >> It's hard enough to figure out what the

[03:20:44] [ __ ] you're doing, honestly. Yeah. Like

[03:20:46] that even took me a while like

[03:20:49] >> um like figuring out what you're doing

[03:20:52] >> and get like where do I get members

[03:20:54] from? How do I get them to join? How do

[03:20:56] I get them to say something?

[03:20:58] >> Yes.

[03:20:58] >> That's most people's first step.

[03:21:00] >> Yes.

[03:21:00] >> And that's a big one. Yes.

[03:21:02] >> And it all starts there. Then we'll your

[03:21:05] paid tier will come.

[03:21:06] >> Yes.

[03:21:07] >> And don't even worry about the other

[03:21:08] ones.

[03:21:08] >> Yes. Just start with one.

[03:21:10] >> Yeah. Unless you're more advanced and

[03:21:12] you're ready to go straight there. Yeah.

[03:21:14] So now people might be wondering, well,

[03:21:17] okay, cool. What should I sell?

[03:21:20] Well, what do people want? And you might

[03:21:23] be wondering, how do I know that? Um,

[03:21:26] well, if you have a community and you've

[03:21:29] figured out what you're doing and people

[03:21:31] are showing up and talking, it should be

[03:21:33] pretty damn obvious.

[03:21:34] >> Yeah. Listen to them, read the

[03:21:35] community, speak with them, you'll

[03:21:37] figure it out.

[03:21:38] >> Yeah. If you show up daily and hang out

[03:21:40] with this group of people and give it

[03:21:42] some time, it will be obvious.

[03:21:44] >> Yep.

[03:21:45] >> If it's not obvious, you're probably not

[03:21:46] doing that.

[03:21:48] >> Yeah. And then you can also get ideas by

[03:21:51] looking at what other people are

[03:21:52] selling.

[03:21:53] >> This could be in your particular market.

[03:21:55] >> Mhm.

[03:21:56] >> Like hobbies or music or whatever. But

[03:21:58] you can also look at other markets.

[03:22:01] >> Looking at other markets is really a

[03:22:03] good idea, honestly.

[03:22:04] >> And like stealing the insights and

[03:22:05] bringing them to your market.

[03:22:07] >> Well, yeah. just like, hey, look at

[03:22:08] these kinds of benefits that people are

[03:22:11] offering in finance and no one's doing

[03:22:13] that in music. What would happen if I

[03:22:14] did that in music?

[03:22:16] >> It's like a gap.

[03:22:17] >> Yeah. Well, it's just,

[03:22:18] >> you know, sometimes people get into like

[03:22:20] a little bubble or echo chamber and

[03:22:22] everyone in music is doing the same

[03:22:24] thing, but you can get these

[03:22:26] breakthroughs by looking at other other

[03:22:27] categories.

[03:22:28] >> That's good.

[03:22:29] >> Yeah. Um, and what we've seen is paid

[03:22:32] memberships typically include a

[03:22:34] combination of these things. So there's

[03:22:37] community and this is like an exclusive

[03:22:40] club or membership like hey if you uh

[03:22:42] pay n bucks a month you get access to

[03:22:45] this club basically.

[03:22:46] >> Yep. Higher quality than elsewhere.

[03:22:48] >> Yeah. And this alone is like can be a

[03:22:53] reason for joining a paid thing.

[03:22:54] >> Yeah. Some people have no courses and no

[03:22:57] calls just the community.

[03:22:59] >> Yeah. They only have that.

[03:23:00] >> Yep.

[03:23:01] >> Yep. And then courses. So, this is like

[03:23:04] tutorials that share how to achieve a

[03:23:06] transformation or something

[03:23:08] >> like how to play this slayer song or how

[03:23:11] to paint this mullet um whatever. Then

[03:23:17] calls and this is like calendar events.

[03:23:20] This could be to like hang out as a

[03:23:23] group and meet other people. It could be

[03:23:25] a Q&A session with the creator or maybe

[03:23:29] the

[03:23:30] >> maybe the group owner has arranged for

[03:23:32] some expert to come in.

[03:23:33] >> Yep.

[03:23:34] >> Right. That's common too. And everyone

[03:23:36] gets to ask the expert questions and

[03:23:38] they record it and stuff.

[03:23:40] >> Um

[03:23:42] it could also just be some fun hangout

[03:23:44] call. Honestly,

[03:23:45] >> drink some beers.

[03:23:45] >> I'm waiting for someone to do a happy

[03:23:47] hour call on school. That would be

[03:23:49] pretty fun.

[03:23:49] >> Yeah.

[03:23:50] um or access

[03:23:54] to

[03:23:56] >> experts or other amazing people. Yes. Or

[03:24:00] something else. Um I don't know what

[03:24:04] though.

[03:24:08] Then events. So this could be virtual or

[03:24:12] in person. Um, you could have a special

[03:24:15] event like you could show up and watch

[03:24:18] someone

[03:24:19] do something.

[03:24:21] >> What is happening this episode?

[03:24:24] >> Yeah, my example wasn't very good.

[03:24:27] >> You could have a mastermind. You could

[03:24:29] hang out and play football.

[03:24:31] >> Yep. Um,

[03:24:34] could be what's an example of a virtual

[03:24:36] event.

[03:24:37] >> Well, like some game that you play

[03:24:40] together.

[03:24:40] >> For doing some of these right now. They

[03:24:42] call like workshops or something like

[03:24:43] that.

[03:24:43] >> Yeah. He has like a presentation that

[03:24:45] you run people through.

[03:24:46] >> Yeah. He like teaches people for a few

[03:24:48] hours like here's how to solve this

[03:24:50] problem or here's how to do this.

[03:24:52] >> Yeah. People even call up and you can

[03:24:54] speak with them back and forth.

[03:24:55] >> Yeah. Or it could be inerson events.

[03:24:58] >> Yes.

[03:24:58] >> This is very common too. Like this could

[03:25:01] be really cool if you put this on like

[03:25:03] your VIP tier.

[03:25:04] >> Oh, inerson meetups.

[03:25:06] >> Yeah. Like once every 90 days you might

[03:25:08] get these VIPs together in person.

[03:25:11] People pay a lot of money for meetups.

[03:25:13] >> That that really differentiates a high

[03:25:15] tier. It's like, oh, I'll get to hang

[03:25:17] out with these people get to do

[03:25:19] something.

[03:25:19] >> Yep. And you can get pictures there and

[03:25:21] it feels real instead of just online.

[03:25:24] >> Um services.

[03:25:26] >> Yeah, this is a big one. A lot of people

[03:25:28] when they get started, if you're not

[03:25:30] able to sell like co like a course or

[03:25:33] something cuz a lot of people are

[03:25:35] experts when they create a course, you

[03:25:36] can just do work for people inside of

[03:25:38] the community. Like if you have a

[03:25:40] YouTube group, you can make thumbnails

[03:25:42] for people. Or if you have a knitting

[03:25:44] group, you could knit things for people.

[03:25:46] >> Yeah. This a lot easier to sell.

[03:25:48] >> This is common like with Samuel Herp,

[03:25:50] the Samuel Herps art school example,

[03:25:53] >> his high tier, which is like a,000

[03:25:55] bucks, he teach he literally gets on

[03:25:57] Zoom and shows you how to paint.

[03:25:58] >> Or you can pay 11 bucks and look at

[03:26:00] videos of him telling you how to paint.

[03:26:02] >> Yes.

[03:26:02] >> Like it's it's a it's a coaching or

[03:26:06] >> Yeah.

[03:26:07] >> It's not quite done for you. He's not

[03:26:08] painting your painting. But

[03:26:10] >> yes,

[03:26:11] >> um

[03:26:11] >> although he could literally sell

[03:26:13] paintings and that is done for you.

[03:26:15] >> Yes.

[03:26:16] >> Like if people are in your group and

[03:26:17] they're doing something and they're

[03:26:18] struggling with that thing, they're not

[03:26:20] very good at doing that thing, you could

[03:26:21] just do it for them and charge for that.

[03:26:22] >> Yep. And that's very common actually. So

[03:26:24] like

[03:26:25] >> some people have training on how to run

[03:26:27] like ads like Facebook ads, but then

[03:26:29] there's a higher tier where it's like

[03:26:31] I'll do it for you or my team will make

[03:26:33] your video thumbnails or whatever. My

[03:26:36] team will actually clip your videos into

[03:26:38] shorts.

[03:26:38] >> Yes.

[03:26:39] >> Or we can teach you how to clip it into

[03:26:41] shorts.

[03:26:41] >> And when you're getting started, it's

[03:26:42] easier to do it than it is to teach it.

[03:26:44] People will pay you with less

[03:26:46] credibility to do the thing than to

[03:26:48] teach the thing.

[03:26:49] >> Yeah. Cuz often people that have the

[03:26:50] money, they're just like, "Oh, screw

[03:26:52] this. I'm not going to watch this video.

[03:26:54] Can I just get you to do it?"

[03:26:55] >> Yeah.

[03:26:56] >> Um, so yeah, you can come up with a nice

[03:26:58] kind of balance. You could just have you

[03:27:01] could have like free training which

[03:27:03] covers the basics, a paid tier that's

[03:27:05] lower ticket which shows you how to do

[03:27:07] it and then a higher one which is like

[03:27:09] I'll do it for you.

[03:27:10] >> Yes.

[03:27:11] >> Yeah. Um and then exclusivity.

[03:27:14] So, you know, you could get exclusive

[03:27:17] merch drops if you're on the paid tier.

[03:27:20] >> Um I've seen this with musician

[03:27:22] communities and music communities. It's

[03:27:24] like, hey, if you're in our membership,

[03:27:26] like you

[03:27:28] get access to exclusive merch. So, this

[03:27:31] isn't on our normal merch store. Like,

[03:27:33] you get access to this exclusive stuff.

[03:27:35] >> Y

[03:27:36] >> it might be physical products, too.

[03:27:38] >> Mhm.

[03:27:38] >> And concert tickets. So you get like you

[03:27:42] might get your concert tickets included

[03:27:44] or you might get first

[03:27:46] >> they you might be able to buy them days

[03:27:48] before others can to make sure you get

[03:27:50] it or you might get a discount or maybe

[03:27:52] it's a you get to sit in a separate part

[03:27:54] or something, right?

[03:27:56] >> Um these

[03:27:57] >> paid memberships typically include a

[03:27:59] combination of these things. You do not

[03:28:01] need all of them.

[03:28:03] Um again

[03:28:06] like we're trying to show you everything

[03:28:08] you can do. That doesn't mean you should

[03:28:09] do everything.

[03:28:10] >> Yes.

[03:28:10] >> Like just start with free and see what

[03:28:14] people want and then just give them

[03:28:16] that. Don't give them more than that.

[03:28:18] >> Mhm.

[03:28:18] >> Because you want them to pull it from

[03:28:20] you instead of you overwhelming them

[03:28:22] with [ __ ] they don't need.

[03:28:24] >> That way you'll end up with a really

[03:28:25] nice thing.

[03:28:27] >> Mhm.

[03:28:28] >> Yeah. Um and they will pull it from you

[03:28:31] if you're sparing in what you give to

[03:28:33] them. Yeah.

[03:28:35] But if you if you don't let them pull it

[03:28:37] from you and you just give them a whole

[03:28:39] bunch of [ __ ] you won't actually know

[03:28:40] what they like and don't like.

[03:28:41] >> Yes. And it's way harder to remove

[03:28:43] things

[03:28:43] >> and then you'll just keep adding. Yeah.

[03:28:45] >> Trying to fix the problem

[03:28:46] >> and then you get a migraine.

[03:28:47] >> Well, then it will just suck. Yeah. Um,

[03:28:51] so how much should you charge?

[03:28:55] Well, we can tell you that the average

[03:28:57] price for memberships on school

[03:28:59] platformwide is about 50 bucks a month,

[03:29:02] >> right?

[03:29:03] But some people are charging like 4,000

[03:29:05] a month. Some are charging $1 a month.

[03:29:08] >> Yeah.

[03:29:08] >> Um, you know, so that that's

[03:29:13] interesting. Then generally higher price

[03:29:17] equals lower conversion rate on the

[03:29:18] about page

[03:29:20] >> and higher churn,

[03:29:21] >> but not always.

[03:29:24] >> So like luxury communities, the higher

[03:29:26] the price. Well, I've seen, you know,

[03:29:28] $100 communities have

[03:29:31] >> better conversion rates than $10

[03:29:33] communities.

[03:29:34] >> Yes.

[03:29:34] >> And I've seen them have churn that's

[03:29:36] better than a $10 community. So, just

[03:29:39] cuz your price is a h 100red bucks a

[03:29:40] month

[03:29:41] >> and someone else is 10 doesn't mean your

[03:29:44] like their conversion rate will be

[03:29:45] better.

[03:29:46] >> Yep.

[03:29:46] >> But in general, we see this trend,

[03:29:49] right?

[03:29:50] >> Um

[03:29:52] >> Yeah. Because you know, like think about

[03:29:54] it. If you're getting this bill every

[03:29:56] month for like a grand,

[03:29:58] >> you're going to notice that.

[03:29:59] >> Yeah.

[03:30:00] >> And then whereas if it's like 10 bucks,

[03:30:03] Yeah.

[03:30:04] >> makes sense.

[03:30:04] >> Screw it.

[03:30:07] >> Um look at what other people are

[03:30:10] charging in your market.

[03:30:11] >> Yeah. And you can go to the school games

[03:30:13] and then click all time and you can see

[03:30:15] what the top earners in your category

[03:30:17] are earning.

[03:30:19] >> Yeah. There's a few things you could

[03:30:21] probably do if you went to like You

[03:30:24] could go and have a look at discovery.

[03:30:26] So you click this, you click discover,

[03:30:28] browse around here, like look at what

[03:30:30] people are doing in different

[03:30:31] categories.

[03:30:31] >> Yep.

[03:30:32] >> You can see what kind of things pe what

[03:30:34] kind of benefits people are uh offering

[03:30:37] on their about pages, right?

[03:30:40] >> Um

[03:30:41] then there's also within schoolers, you

[03:30:44] can go to the games, which is what Kirby

[03:30:46] was talking about, and you can look at

[03:30:47] the leaderboards.

[03:30:48] >> Mhm. And you can see the highest earners

[03:30:51] in different categories. And you can

[03:30:53] look at quarterly or you can look at all

[03:30:55] time.

[03:30:55] >> Yes.

[03:30:56] >> And get an idea of what people are

[03:30:58] offering. Like here's someone doing dog

[03:31:01] training, which is pretty cool.

[03:31:03] >> And I think the top earner, if you

[03:31:05] scroll down, is $97 a month, but there's

[03:31:08] also people in the top five earners that

[03:31:10] are like $30 a month, but there's also

[03:31:12] people that are like six grand. So

[03:31:14] there's a huge variety. You can make any

[03:31:16] price work. Yeah. Yeah. The number one

[03:31:20] and the number two. This guy's a 100

[03:31:22] bucks. He's making 330 grand. This guy's

[03:31:25] a,000 bucks. He's making 300 grand.

[03:31:27] >> Yep.

[03:31:28] >> 10 times.

[03:31:29] >> Nick's 200. School of Hard Knocks is

[03:31:31] like 50. And then course is like six

[03:31:34] grand or something.

[03:31:34] >> 29.

[03:31:35] >> Yeah. So there's a huge variety. All

[03:31:37] crushing.

[03:31:40] >> Yep. And then you also want to think

[03:31:42] like how do you want to be positioned in

[03:31:44] the market? If you look at what

[03:31:45] everyone's offering,

[03:31:46] >> you could be the cheapest.

[03:31:48] >> You could be the same or you could be

[03:31:50] luxury, like the Gucci community,

[03:31:53] basically.

[03:31:54] >> Yep.

[03:31:54] >> Um, and then what feels fair? Like if

[03:31:58] you just sit down and just feel it.

[03:32:02] >> Y

[03:32:03] >> like I'm not even joking. This is like

[03:32:04] how do you come up with a price?

[03:32:06] Sometimes you just sit down. You're

[03:32:07] like,

[03:32:07] >> "Oh yeah,

[03:32:09] >> you have to guess. You just have to pick

[03:32:11] something."

[03:32:11] >> Well, you just feel it basically. I

[03:32:13] think

[03:32:15] >> it's been a weird

[03:32:15] >> If I told you a h 100red bucks for a

[03:32:17] sandwich, does that feel fair?

[03:32:19] >> No.

[03:32:19] >> Exactly. So, you know, you can feel it

[03:32:22] out a bit. 10 bucks. Yeah, probably

[03:32:25] normal. 20 bucks luxury.

[03:32:27] >> Ooh, luxury sandwich. I'm hungry.

[03:32:29] >> But 100 bucks.

[03:32:30] >> Oh, no.

[03:32:31] >> Yeah,

[03:32:31] >> come on now. Don't be silly.

[03:32:34] >> It depends, I guess. What's in that

[03:32:36] sandwich? Um,

[03:32:37] >> some gold flakes.

[03:32:40] >> I I don't know.

[03:32:42] Um, so you can start low and build up

[03:32:45] over time.

[03:32:46] >> A lot of people do this.

[03:32:48] >> The worst thing that can happen here is

[03:32:49] too many people join your community and

[03:32:51] you make more money than you thought you

[03:32:53] were going to make and then you just

[03:32:54] increase the price.

[03:32:55] >> Yep.

[03:32:56] >> And you've got a lot of members. You're

[03:32:57] making money.

[03:32:58] >> You ended up with the higher price and

[03:33:01] all of your legacy members will love

[03:33:03] you.

[03:33:03] >> They love you

[03:33:04] >> because they got a sick deal.

[03:33:05] >> And when they go to cancel, we have a

[03:33:07] popup that says if you leave now and

[03:33:09] rejoin, you'll have to pay a lot more.

[03:33:10] So churn is lower.

[03:33:12] >> Yeah, they're less likely to cancel now

[03:33:14] because we automatically grandfather

[03:33:16] everyone. So this is a good topic to

[03:33:18] cover. It's like if your price is 10

[03:33:20] bucks and then you raise it to 100

[03:33:22] bucks. Everyone that was paying 10 will

[03:33:24] continue to pay 10.

[03:33:25] >> Yes.

[03:33:25] >> Right.

[03:33:26] >> They're way less likely to cancel

[03:33:28] because they know if they want to join

[03:33:30] again, they got to pay 100.

[03:33:31] >> Yes.

[03:33:32] >> So that's good for churn.

[03:33:33] >> Yep.

[03:33:33] >> It also is just rewarding like your

[03:33:35] loyal founding members.

[03:33:37] >> Yep. Um

[03:33:38] >> this is an elite strategy.

[03:33:40] >> Yeah. And then with this new tiers

[03:33:43] feature um it also gives people the

[03:33:47] option like let's say you started free

[03:33:50] and then you moved to paid, it will give

[03:33:51] them the option to actually move up to a

[03:33:54] paid

[03:33:55] >> Mhm.

[03:33:56] >> like uh tier without having to leave the

[03:33:58] group and come back again. And also if

[03:34:00] you started on 10 bucks but now you're

[03:34:02] 100 bucks and you want to eventually

[03:34:03] move your 10 to your 100

[03:34:05] >> with this t feature now they'll be able

[03:34:07] to

[03:34:08] >> which is

[03:34:09] >> like really like actually a huge deal

[03:34:11] for everyone that's been using school

[03:34:13] cuz right now they had to leave and join

[03:34:15] again

[03:34:16] >> now they'll just be able to click change

[03:34:17] plan and upgrade. Yeah.

[03:34:20] >> And then another thing just do the math

[03:34:23] like how much do you need to make? Like

[03:34:26] I don't know what your goals or

[03:34:27] aspirations are with your school, but

[03:34:30] let's say you want to go full-time, your

[03:34:32] job pays you like um I don't know 100

[03:34:35] grand a year or something. Then if you

[03:34:38] want to replace your income, well, you

[03:34:40] know, if you have a 100 people paying

[03:34:42] you 100 bucks a month, that's like 10

[03:34:43] grand a month.

[03:34:44] >> Yep.

[03:34:45] >> That some easy math.

[03:34:47] >> Yep.

[03:34:48] >> Right. And then if your conversion rate

[03:34:49] on your about page is like 2% or

[03:34:51] whatever, now you can figure out how

[03:34:53] many people need to visit that. Yep.

[03:34:55] >> To hit these numbers and then you need

[03:34:58] to factor in things like churn and stuff

[03:35:00] too. But that's what this next module

[03:35:02] is.

[03:35:03] >> Oh, the open loop. Wow, that was

[03:35:06] advanced.

[03:35:08] >> Yep. Thank you.

[03:35:11] Um, so yeah, that's it for this module.

[03:35:16] We'll see you in the next one.

[03:35:18] >> See you.

[03:35:19] >> Reducing churn.

[03:35:22] And the key with churn, I think, is to

[03:35:25] think of it as a leaky bucket, right?

[03:35:28] And so basically,

[03:35:30] just imagine your community like this if

[03:35:32] you're trying to grow. So you've got

[03:35:35] like a tap coming in. This is new

[03:35:36] members, right? And then you have your

[03:35:40] MR, which is monthly recurring revenue,

[03:35:43] your income level, and that's like the

[03:35:45] level of water in the bucket. And then

[03:35:47] you've got churned members, which are

[03:35:49] the members that are cancelling and

[03:35:51] leaving, right?

[03:35:52] >> Yep.

[03:35:52] >> And so churn is like having a leaky

[03:35:56] bucket. The higher your churn, the more

[03:35:58] leak leaks you have, the bigger the

[03:36:01] holes, right? And so if you're trying to

[03:36:03] fill up your bucket, which is like

[03:36:05] filling up your MR,

[03:36:07] there's really like two things you can

[03:36:09] do. You can like plug the holes or just

[03:36:11] pour more water in.

[03:36:13] >> Yep. Um, both work, but

[03:36:17] it really is hard to grow big when you

[03:36:21] have a lot of churn because you just

[03:36:23] need more and more traffic, more and

[03:36:25] more members all the time. And it

[03:36:28] eventually like catches up with you

[03:36:31] honestly. And so I'm going to show you

[03:36:34] examples of a group that's like growing,

[03:36:38] which is more new members than churned.

[03:36:41] And so here is a group that is growing,

[03:36:46] right? You can see their MR is going up

[03:36:48] month over month. Now the red bar is the

[03:36:52] red thing there that's churn, right? So

[03:36:55] that's like members that left and the

[03:36:58] green bar there is members that joined.

[03:37:00] >> Mhm.

[03:37:01] >> And you can see that consistently

[03:37:03] there's more members joining than

[03:37:05] leaving.

[03:37:06] >> Yes.

[03:37:06] >> Which is why MR is growing up, right?

[03:37:10] Um, so yeah, and they've got good

[03:37:14] retention, right? So that's why they're

[03:37:15] growing. Now, a group that's flat, you

[03:37:19] know, some people might wonder, hey, I I

[03:37:21] was growing, but now I'm just flat for

[03:37:23] multiple months. What's going on? Well,

[03:37:26] the same new members are probably

[03:37:27] joining as churned. Now, here's an

[03:37:30] example of that. So, you can see this

[03:37:33] group was growing when there was more

[03:37:35] new than churned, but then they kind of

[03:37:38] have been flat.

[03:37:39] >> Mhm. And if you look at the green bar

[03:37:40] and the red bar, they're basically

[03:37:42] cancel each other out, right? And so

[03:37:46] it's just, you know, what they add new

[03:37:49] is what they also lose. And so they're

[03:37:52] kind of flat.

[03:37:54] And then the third one, which is, you

[03:37:56] know, declining. So that's when MR is

[03:37:58] going down. And that's when there's less

[03:38:00] new members than churned each month. And

[03:38:03] so here you can see, you know,

[03:38:07] it's going down month over month. And

[03:38:09] it's because there's more red than

[03:38:10] green, which means, you know, more

[03:38:12] people are leaving than joining. And so

[03:38:14] MRI goes down. Leaky bucker, right?

[03:38:16] >> Yep.

[03:38:17] >> So

[03:38:19] that's how you want to think about

[03:38:21] churn.

[03:38:23] So what does good churn look like? You

[03:38:25] know, if you've got a paid community,

[03:38:27] you've got MR and you want to know, am I

[03:38:29] doing good? Am I doing bad? Like

[03:38:33] how do you know that? So

[03:38:35] >> there's two ways to look at it. You

[03:38:37] know, you might hear us refer to it as

[03:38:39] churn and retention. It's kind of the

[03:38:41] same thing.

[03:38:42] >> Yeah. They're opposite to each other.

[03:38:44] >> Yeah. Basically, you know, if your churn

[03:38:47] is like 10%, your attention's like 90.

[03:38:49] >> Mhm.

[03:38:50] >> Um so, you know, churn is what you keep,

[03:38:53] churn is what you lose. They're

[03:38:55] basically the same thing.

[03:38:56] >> Yeah. Retention is what you keep, churn

[03:38:58] is what you lose. Um, so average

[03:39:01] retention platformwide is 80% per month.

[03:39:06] That means that you could say that's

[03:39:09] churn of 20, right?

[03:39:11] >> So that's about average. So if you're

[03:39:15] above, if you're doing better than this,

[03:39:18] you're doing good. And if you're doing

[03:39:19] worse than this, you're not doing as

[03:39:20] good. So good retention, like some of

[03:39:23] the best groups, they're 90% plus, which

[03:39:25] means their churn is 10% or less, right?

[03:39:28] and bad or not so good um retention is

[03:39:31] 70% or less which means their churn is

[03:39:34] like around 30%. Right?

[03:39:36] >> Yep. So if you've got bad retention

[03:39:38] you'll get a lot of leverage by focusing

[03:39:40] on increasing your retention. I will say

[03:39:43] it depends on price. If your price is

[03:39:44] more expensive you can expect retention

[03:39:46] to be lower. These are just rough

[03:39:48] benchmarks.

[03:39:49] >> Yeah. And you don't need to panic

[03:39:50] because

[03:39:52] I've seen many people who have had 70%

[03:39:56] retention who have got it down to 10% or

[03:39:58] less.

[03:39:59] >> Yep.

[03:39:59] >> And so we're going to show you exactly

[03:40:00] how you do that. Yeah.

[03:40:03] So

[03:40:05] the first thing, and this is honestly so

[03:40:07] important that, and I swear most people

[03:40:09] don't understand this, and it's probably

[03:40:11] one of the most important things you

[03:40:13] could know about a recurring revenue

[03:40:14] business, especially one on school. The

[03:40:17] longer members stay, the less they

[03:40:19] churn. And we have all the data on this.

[03:40:21] We've been doing this for years. We've

[03:40:23] got like millions of people on school.

[03:40:25] And we've looked at it. And so months

[03:40:28] one, two, and three are the highest

[03:40:30] churn months. And you know, average

[03:40:33] churn for these months is about 20%.

[03:40:36] Across the platform, right? Month one

[03:40:39] tends to be high the highest.

[03:40:42] >> Month two is the second highest and

[03:40:43] month three is the third highest, right?

[03:40:47] But then if you can keep a member for 90

[03:40:49] days, they are unlikely to churn beyond

[03:40:53] that. So at around like month three or

[03:40:56] day 90, churn is getting down to 10% or

[03:41:01] less on average, right?

[03:41:04] And then what's really cool to see is at

[03:41:06] month six onwards, churn is down to like

[03:41:10] 2% or less.

[03:41:11] >> That's crazy. So that means platformwide

[03:41:14] the average of all groups month six the

[03:41:18] average churn is 2%.

[03:41:19] >> Yes.

[03:41:20] >> That's insane.

[03:41:22] >> Yeah. So the biggest trap I've seen

[03:41:24] people make is

[03:41:27] they launch their membership community.

[03:41:30] They get a whole bunch of people in,

[03:41:32] then they see their churn for their

[03:41:34] first month

[03:41:35] >> and it's high like and they think, "Oh

[03:41:37] my god,

[03:41:39] >> like this sucks and I need to I don't

[03:41:41] know." They panic.

[03:41:43] >> Yep.

[03:41:44] >> Everyone's month one churn is high. So

[03:41:46] like

[03:41:47] >> you need to just stick it out. So like

[03:41:50] if your group is only 90 days old, your

[03:41:53] churn numbers will be inflated.

[03:41:55] >> Mhm.

[03:41:55] >> Right. Even if your group if your group

[03:41:58] isn't six months old, your churn is

[03:42:00] basically inflated.

[03:42:02] >> Mhm.

[03:42:03] >> Because you have no members that have

[03:42:04] gotten to the, you know, 10% or 2%

[03:42:08] zones, right?

[03:42:10] >> Yeah. So, the most important thing with

[03:42:13] a recurring revenue business, you know,

[03:42:15] churn is an extremely important thing in

[03:42:17] a recurring revenue membership business.

[03:42:20] And the most important thing with churn

[03:42:21] is time.

[03:42:23] >> So, the thing about time is you have to

[03:42:25] be patient. Right.

[03:42:26] >> Yeah.

[03:42:27] >> Um, and it's so important to stick with

[03:42:30] this for a while to truly understand

[03:42:32] your attention.

[03:42:33] >> Yep.

[03:42:33] >> Because if you only do it for one month,

[03:42:35] your churn is probably going to be 20 or

[03:42:37] 30%. Right?

[03:42:39] >> But a lot of things are going on there.

[03:42:40] One is that's kind of normal. You just

[03:42:44] don't have th those members haven't like

[03:42:47] matured yet and they haven't gotten to

[03:42:48] month three, month six.

[03:42:50] >> Mhm.

[03:42:50] >> And the other one is is this is brand

[03:42:52] new. You have not optimized anything.

[03:42:54] >> Yep.

[03:42:55] So, you know, that's why I think this is

[03:42:57] the most important lesson because even

[03:42:58] before you optimize anything, this is

[03:43:01] going on anyway. So, you might be

[03:43:03] panicking and thinking your churn is

[03:43:04] really high, but it just it's just not

[03:43:07] it hasn't been enough time.

[03:43:09] >> So, you might not even need to do

[03:43:10] anything.

[03:43:11] >> Yeah. Yeah. Yeah.

[03:43:11] >> Right.

[03:43:12] >> Generally, churn decreases as a group

[03:43:14] gets older because more and more people

[03:43:15] reach that six month mark. So, your

[03:43:17] churn decreases even if you don't do

[03:43:19] anything.

[03:43:19] >> Yeah. So, if your churn, These are good

[03:43:22] numbers, right? But these are also

[03:43:25] really good numbers to keep in mind. Um,

[03:43:29] but yeah, you don't need to panic in the

[03:43:32] first few months. I think you need to

[03:43:34] wait, you know, at least kind of 90

[03:43:37] days. Unless 100% of people are

[03:43:39] churning, then you, you know, you've

[03:43:40] probably got enough signal to react now,

[03:43:42] right? But if your month one, two, three

[03:43:46] churn are around 20%, you don't need to

[03:43:49] panic.

[03:43:49] >> Mhm.

[03:43:50] >> Because they might just sort themselves

[03:43:51] out. Yeah. Yep.

[03:43:53] >> Now let's say you understand this which

[03:43:56] is very important. How to reduce churn?

[03:44:00] So now that you understand it like how

[03:44:03] do you change it? How do you influence

[03:44:06] it? Well honestly the best thing you can

[03:44:10] possibly do which sounds so simple is

[03:44:12] just to ask the members why they canled.

[03:44:15] >> Yep. And luckily on school when someone

[03:44:17] is cancelling you have some time before

[03:44:19] their membership ends

[03:44:21] >> where you can reach out to them and ask

[03:44:23] hey why are you canceling?

[03:44:24] >> So you can go to your members and you

[03:44:26] can go to cancelling.

[03:44:27] >> Declined just means that you know they

[03:44:30] declined. So they didn't do this

[03:44:31] intentionally. Um but cancelled. So

[03:44:33] here's Lily.

[03:44:34] >> Lily.

[03:44:35] >> Yeah. Why did you why did you cancel

[03:44:37] Lily?

[03:44:37] >> Leaving dollar club.

[03:44:39] >> I'm heartbroken.

[03:44:40] >> What a snake.

[03:44:42] >> Lily's a member of our team by the way.

[03:44:46] Um,

[03:44:46] >> so re you could reach out to her and you

[03:44:48] could ask her.

[03:44:48] >> Yeah, I could send her a chat and be

[03:44:49] like, "Hey, Lily, I see you are

[03:44:52] cancelled."

[03:44:53] >> Um,

[03:44:53] >> why?

[03:44:54] >> Yeah. What? Like, can you please let me

[03:44:56] know what happened? Um, and yeah, just

[03:45:00] listen, right? And

[03:45:05] you know, you don't need to react like a

[03:45:07] knee-jerk reaction to just one piece of

[03:45:09] feedback. like collect multiple pieces

[03:45:13] of feedback and then you can spot like

[03:45:16] >> patterns, right? The patterns are key

[03:45:18] cuz any like a one member might cancel

[03:45:20] just because it wasn't for them and

[03:45:21] that's fine. You're looking for the

[03:45:24] person that would have been your ideal

[03:45:26] customer

[03:45:27] >> but they cancelled for a reason. If

[03:45:30] someone wasn't your ideal customer and

[03:45:33] they canceled, well that's just normal.

[03:45:34] And then maybe you should adjust your

[03:45:36] landing your about page kind of copy or

[03:45:39] whatever or how you're bringing members

[03:45:41] in, right?

[03:45:42] >> Yep.

[03:45:42] >> But if they are your ideal customer and

[03:45:44] they canceled, well,

[03:45:46] >> you really want to know why for them.

[03:45:47] >> Yep. And that's part of the reason why

[03:45:49] churn in month one is so much higher

[03:45:51] because some people join and the group

[03:45:53] just isn't for them, so they leave. And

[03:45:56] I think that's a big thing. People think

[03:45:57] that churn is a bad thing. If you see

[03:45:59] someone leaving, it feels bad. But with

[03:46:02] these businesses, there will always be

[03:46:04] churn. It's not that you're doing

[03:46:05] something wrong necessarily. It's just a

[03:46:08] part of the business.

[03:46:09] >> Yeah.

[03:46:10] And you can even ask members that cancel

[03:46:12] their trial. Like if you're doing free

[03:46:14] trials, it's not technically churn if

[03:46:17] they cancel their trial, but it's kind

[03:46:18] of the same thing. Like they had an

[03:46:21] intention to join, but they decided to

[03:46:23] bail. That's the same kind of feedback,

[03:46:26] right? Yeah. And then, you know, the

[03:46:30] opposite to this is ask your best

[03:46:32] members why they stayed.

[03:46:33] >> Yep.

[03:46:34] >> So, you could, you know, look at the

[03:46:36] members that you're like, "Oh man, I

[03:46:37] love these members. Like, how can we get

[03:46:40] more of these members?" Or like, "Why do

[03:46:42] these members stick for a year or 6

[03:46:44] months or whatever."

[03:46:45] >> Mhm.

[03:46:45] >> You could like look at your members and

[03:46:47] find the ones that have been in there

[03:46:48] the longest and talk to them and really

[03:46:51] start to understand why they stayed,

[03:46:53] right? And if you spot the same patterns

[03:46:55] between people that stay and the same

[03:46:57] patterns between people that leave, now

[03:47:00] you can start to optimize things a bit.

[03:47:03] So if everybody is cancelling for the

[03:47:05] same reason, like can you fix it?

[03:47:09] So

[03:47:11] um a good example here I think is

[03:47:16] price. Sometimes people say it's just

[03:47:18] too expensive. And two real examples of

[03:47:21] this is Evelyn and I'll pull this one up

[03:47:24] and Skate IQ. So I was talking to them

[03:47:27] at the recent school games

[03:47:29] and you know Evelyn had started her

[03:47:31] community at like I don't know 11 bucks

[03:47:33] or something and then she had her price

[03:47:35] had crept up to like a hundred bucks

[03:47:38] and when she when people were canceling

[03:47:41] their trials and when people were tuning

[03:47:43] she would ask them and they always said

[03:47:44] the same thing. It's just too much

[03:47:45] money.

[03:47:46] >> Mhm. So she decided to come out with a

[03:47:48] lower price that was 33, right?

[03:47:51] >> Mhm.

[03:47:52] >> So that was her way to lower the barrier

[03:47:56] of entry into her thing and then she got

[03:47:58] the features balanced right so that you

[03:48:01] know the she still gets the 99s but for

[03:48:04] the people that weren't able to stay and

[03:48:07] and this worked out really well for her.

[03:48:10] Um same thing happened with Skate IQ.

[03:48:14] So they have a skateboarding community

[03:48:17] and their price was 29 a month, right?

[03:48:22] And a lot of people were cancelling and

[03:48:24] they asked them why and it was the

[03:48:27] price. So they came out with a $9

[03:48:29] standard.

[03:48:31] >> Lost benefit.

[03:48:32] >> I will love you forever.

[03:48:36] >> Yeah. So

[03:48:39] you know, and it depends if they're your

[03:48:41] if they're the people you want too. If

[03:48:43] they're people that you're not targeting

[03:48:44] and they're saying it's too expensive,

[03:48:46] well then that's fine. That's your

[03:48:48] intention with that. But you know,

[03:48:50] Evelyn and Skate IQ found that these

[03:48:53] were their ideal members. They were the

[03:48:54] members they really wanted, but they

[03:48:56] were still cancelling due to price. And

[03:48:58] so they came up with a lower tier. And

[03:49:01] honestly, this change really unlocked a

[03:49:04] lot of growth and improved retention

[03:49:07] significantly for Skate IQ and for Grow

[03:49:09] with Evelyn. Now

[03:49:12] the key thing there is they didn't just

[03:49:15] make a tear cuz they felt like it.

[03:49:19] They observed truly like a problem. They

[03:49:22] talked to their members. It was a common

[03:49:25] pattern and then they responded to that

[03:49:27] and that's how you make your best

[03:49:28] improvements and changes. Right?

[03:49:30] >> Y

[03:49:31] >> um but you know a lot of people might

[03:49:33] just say oh this takes up too much time.

[03:49:35] it's too overwhelming or I don't feel

[03:49:38] like I can utilize this fully. You know,

[03:49:42] a lot of the time when people are

[03:49:43] overwhelmed or they say I don't I can't

[03:49:46] utilize this fully or I don't have

[03:49:47] enough time, it means there's too much.

[03:49:50] >> Mhm.

[03:49:50] >> And so, you know, a lot a tendency a lot

[03:49:52] of people have is just to add add

[03:49:54] because you're giving value. You're

[03:49:55] giving more.

[03:49:56] >> Yep.

[03:49:57] >> That must be perceived as better. But if

[03:50:00] someone can't use or utilize what you're

[03:50:03] giving them, they feel bad because

[03:50:05] they're paying for it and they're not

[03:50:06] using it and so they feel like it's a

[03:50:08] waste.

[03:50:08] >> Yep.

[03:50:09] >> And they can't keep up. So by doing

[03:50:12] less, you actually

[03:50:15] can retain them more.

[03:50:16] >> Yep.

[03:50:17] >> Best example of that is the AI Jack one

[03:50:20] >> where

[03:50:21] >> his churn went from 30% to 5.2%.

[03:50:27] >> Yeah, this is a great example. He says

[03:50:28] it right here.

[03:50:29] >> You're not deleting enough.

[03:50:31] >> We took our turn from 30 to 5. So when I

[03:50:34] was saying before, don't panic when it's

[03:50:35] 30. You can bring it to five or less.

[03:50:39] Um, apparently I gave some good advice.

[03:50:42] And

[03:50:44] basically it was overwhelm equals higher

[03:50:46] churn. He assumed people would read

[03:50:48] everything they don't. Simplicity is

[03:50:50] good. Blah blah blah. He basically

[03:50:52] deleted lots of stuff. He deleted the

[03:50:54] stuff that people didn't really care

[03:50:55] about. and then his retention improved.

[03:50:58] So by doing less stuff,

[03:51:01] AI Jack was able to keep more people.

[03:51:05] Pretty straightforward.

[03:51:06] >> Yep. A good way to view it is it's not

[03:51:08] about how much stuff you have, it's how

[03:51:10] good the stuff you have is.

[03:51:12] >> Yeah.

[03:51:14] Yeah. And we did something similar to

[03:51:16] this with schoolers. There was like we

[03:51:18] were posting a lot like Kirby would post

[03:51:20] something and I would post something and

[03:51:21] there was multiple posts and I could

[03:51:23] tell like you know whenever a owner

[03:51:26] admin posts it like notifies everyone

[03:51:29] and if people are like getting too many

[03:51:30] notifications for the owner and it's

[03:51:32] like too much.

[03:51:33] >> Yep.

[03:51:34] >> They feel overwhelmed and they churn.

[03:51:36] And so now we only do like one post a

[03:51:39] week

[03:51:40] >> and we try to just roll everything up in

[03:51:42] one thing which is what we're doing

[03:51:44] right now. one call a week, one

[03:51:45] recording a week, one post a week, and

[03:51:47] it's all the same thing. And it we were

[03:51:50] able to bring, you know, churn right

[03:51:52] down.

[03:51:53] >> Yeah. People want to feel like they're

[03:51:54] able to keep up with everything, and as

[03:51:56] soon as there's too much stuff, they

[03:51:57] feel like they're not keeping up with

[03:51:58] it. So, they feel like they're not

[03:51:59] getting the value, so they churn.

[03:52:02] >> Yeah. I think a key, one of the key

[03:52:04] feelings behind retention is like

[03:52:07] belonging or feeling a part of it,

[03:52:10] right? You want to feel a part of

[03:52:12] something, a community, right? And so in

[03:52:16] order to feel like you're

[03:52:18] a part of it, you need to be able to

[03:52:20] keep up. You need to be on the same

[03:52:22] page. Cuz if you're behind, you'll never

[03:52:24] feel like you're keeping up. So in order

[03:52:26] to to have that feeling of belonging,

[03:52:29] you need to keep up. And in order to

[03:52:31] keep up because people are busy, you

[03:52:32] know,

[03:52:33] >> they've got families, they've got jobs

[03:52:34] and things,

[03:52:36] >> it needs to be

[03:52:38] palatable for them with a smaller amount

[03:52:41] of time. If you're full-time on this,

[03:52:43] then you you have a lot of time,

[03:52:46] >> but your members might not, right?

[03:52:48] >> Yeah. Your members are not full-time in

[03:52:50] your group. You are full-time in your

[03:52:51] group. Your members are not full-time in

[03:52:53] your group.

[03:52:54] >> Yeah. Yeah. And so one thing that's you

[03:52:57] know you want to kind of design for the

[03:52:59] extremes in a way and that is like

[03:53:03] you want to think about the person

[03:53:04] that's got a family that has a job

[03:53:06] that's super busy, right? Like imagine

[03:53:08] kids running around, chores and a job

[03:53:11] and everything and they also want to be

[03:53:13] a part of your community. They've got

[03:53:14] barely much time to to invest in your

[03:53:17] community each week. They should have a

[03:53:20] way to keep up just from like a a

[03:53:23] distance. Mhm.

[03:53:24] >> But then you want to have some depth too

[03:53:26] so that those hardcore people can be in

[03:53:28] there like 12 hours a day.

[03:53:30] >> And that's what I mean by designing for

[03:53:31] the extremes cuz when you do that you'll

[03:53:33] get the middle. You'll get everything

[03:53:36] basically. And so schoolers is like

[03:53:38] that. You know schoolers you can really

[03:53:41] >> you can spend all day in there.

[03:53:43] >> Yeah. You could spend your like your

[03:53:44] whole life in here. Um but you can also

[03:53:46] just keep up with 30 minutes a week

[03:53:48] which is school news, right? one post in

[03:53:51] 30 minutes a week and you have the same

[03:53:53] understanding as most of the other

[03:53:55] people in here.

[03:53:56] >> Yeah. Yeah.

[03:53:56] >> Right. That was a key thing we did this

[03:53:58] year.

[03:54:00] Um

[03:54:03] and then if people are staying for the

[03:54:04] same reasons, can you emphasize them?

[03:54:07] Right? So if people love the calls, how

[03:54:10] could you get more people onto the

[03:54:12] calls? or if there's a particular piece

[03:54:16] of training or insight that people have,

[03:54:18] how can you get them to

[03:54:19] >> Yeah.

[03:54:20] >> You know, and that's the thing when you

[03:54:22] find the the thing that makes people

[03:54:24] stick,

[03:54:25] >> anything that isn't that thing just

[03:54:28] reduces the chances that they do that

[03:54:29] thing, right?

[03:54:30] >> So, if you remove I think I always have

[03:54:34] thought of like snakes and ladders.

[03:54:35] You've played that game.

[03:54:36] >> A ladder is like a good thing and a

[03:54:38] snake is like a bad thing. M

[03:54:40] >> if you've got a lot of snakes in your

[03:54:41] community, like there's a lot of chances

[03:54:43] someone's going to like churn.

[03:54:45] >> Yeah.

[03:54:45] >> Yeah. So,

[03:54:46] >> that's a good analogy. And then if there

[03:54:48] is a really long ladder, you want to

[03:54:49] move it as close to the beginning as

[03:54:50] humanly possible. So, if everyone loves

[03:54:52] a specific training or a call that you

[03:54:54] do, put it into the onboarding as soon

[03:54:57] as someone joins, let them know about

[03:54:58] it. Put it earlier on in your course so

[03:55:00] that everyone gets the value as quickly

[03:55:02] as possible.

[03:55:03] >> Yeah. like a, you know, a pinned post at

[03:55:06] the top of the community can be a great,

[03:55:09] it's like, you know, they're probably

[03:55:10] going to see it as one of the first

[03:55:11] things. Um,

[03:55:14] yeah, maybe even an auto DM that just

[03:55:16] tells people like, "Hey, you should

[03:55:18] check out this thing." Um,

[03:55:23] yeah, like think about their onboarding

[03:55:25] experience. Like imagine you don't know

[03:55:26] anything about this. you just buy like

[03:55:28] what's the first thing you see and what

[03:55:31] are you most likely to do as your first

[03:55:33] couple of actions and are those the

[03:55:34] things that are probably going to make

[03:55:36] the person stick right

[03:55:38] uh yeah so

[03:55:42] there's that the biggest pattern that

[03:55:44] we've seen for reducing churn is simply

[03:55:47] just show up daily and care for your

[03:55:50] community if you're running a community

[03:55:52] and they don't feel like you're active

[03:55:54] in the community they don't feel like

[03:55:55] you care about them then of of course

[03:55:57] they won't stay. It's a community and

[03:56:00] people need to feel cared about in order

[03:56:02] to be valued in the community.

[03:56:05] >> Yeah. So I I do think that you should

[03:56:08] ask your members why they canceled and

[03:56:09] you should ask them why they stayed

[03:56:11] because that they will just tell you and

[03:56:13] that will be the best advice even better

[03:56:15] than what we say because that will be

[03:56:17] very specific to your scenario. But we

[03:56:19] can share some common things that we've

[03:56:21] observed across all these different

[03:56:23] communities over the years and just I've

[03:56:27] actually never seen a case where this

[03:56:28] doesn't work and it's always present

[03:56:31] which like Kirby said just show up

[03:56:33] >> and care show up daily. You know we've

[03:56:36] got this guy Nick Sar. He did this he

[03:56:38] was the goat for a while.

[03:56:40] >> Yeah. He was making 300 grand a month

[03:56:42] and everyone thought that he had some

[03:56:44] crazy tactics, some secret tips that got

[03:56:46] him to such a high level, but he made

[03:56:48] this post and the summary of this super

[03:56:51] long post is basically he just showed up

[03:56:53] every day and helped the people in his

[03:56:55] community.

[03:56:56] >> Yeah. And you can see it on his profile,

[03:56:58] right? He's got the fire.

[03:57:00] >> Yeah.

[03:57:00] >> And you can see he's he shows up every

[03:57:02] damn day. I mean, [ __ ] he's got a

[03:57:04] better activity chart than mine, right?

[03:57:08] Um, so yeah, like when the owner cares,

[03:57:12] the members care because you're setting

[03:57:14] the standard. You're leading by example,

[03:57:17] right?

[03:57:18] >> So that is just that goes without

[03:57:22] saying. Show up daily and actually care.

[03:57:24] >> Mhm.

[03:57:25] >> Um, honestly, everything flows from

[03:57:27] that.

[03:57:28] >> Yep.

[03:57:29] >> We've covered the next.

[03:57:30] >> Yeah. We said if price is the issue,

[03:57:31] consider adding a lower tier, reducing

[03:57:33] overwhelm by deleting things.

[03:57:34] >> Mhm. weekly call and recording can be

[03:57:39] huge because you know when you just read

[03:57:41] text content and you see an image,

[03:57:46] it doesn't have a whole lot of depth,

[03:57:47] but once you've been on a call with

[03:57:49] someone, you now hear their voice.

[03:57:51] >> Mhm.

[03:57:52] >> And you interact with them as you would

[03:57:54] if you kind of saw their face in in

[03:57:56] person.

[03:57:57] >> Yeah.

[03:57:57] >> And so now that that deepens the

[03:57:59] relationship, it strengthens it. And now

[03:58:01] when you see that face and name in text

[03:58:04] form in the community, it has more

[03:58:06] >> 100%

[03:58:07] >> meaning, right?

[03:58:09] >> It also adds a live element to things

[03:58:12] cuz you know sometimes if someone

[03:58:14] doesn't people like different formats,

[03:58:16] some people like to be all in the post

[03:58:18] and comments. Other people just like to

[03:58:21] show up live and do that and then

[03:58:24] honestly we've found most people just

[03:58:25] like the recordings of the live.

[03:58:27] >> Yep. Yep. Yep. Yep. Yep.

[03:58:28] >> Because they're busy, right? and you can

[03:58:30] catch up.

[03:58:31] >> Yeah. So many times we've heard people

[03:58:33] say that they had a weekly call, things

[03:58:35] were great, then they added all of this

[03:58:37] crazy other stuff, they added three

[03:58:38] extra calls a week, they added all this

[03:58:40] course content and churn went down and

[03:58:42] then they went back to just the weekly

[03:58:44] call

[03:58:45] >> and things went up. Yeah. Yeah.

[03:58:48] >> Yeah. And so in you know schoolers,

[03:58:51] we've been through this ourself like the

[03:58:53] course is super simple. It's just like

[03:58:55] nine modules. None of them are that

[03:58:57] long.

[03:58:57] >> Yep. And then the community always just

[03:58:59] has like a pin post

[03:59:02] and there's only one call on the

[03:59:04] calendar each um each week and then we

[03:59:08] record it.

[03:59:08] >> Yeah. And sometimes they're like 20

[03:59:09] minutes long.

[03:59:10] >> Yeah.

[03:59:13] Now this is a this one's really useful.

[03:59:16] Adding annual option with a discount. So

[03:59:20] in general when people buy annual they

[03:59:23] churn less. Not just because they can't

[03:59:26] turn in their first year, obviously, but

[03:59:28] even when you factor that in, they still

[03:59:31] retain more.

[03:59:32] >> Yeah.

[03:59:33] >> So, because, you know, it's more of a

[03:59:35] commitment, right? Um,

[03:59:38] and one way to kind of think about it is

[03:59:39] the more like decisions someone has, the

[03:59:43] higher the odds of them like cancelling.

[03:59:44] So, like when you charge someone every

[03:59:46] month, not only could their payment fail

[03:59:49] or whatever, but it's like a they think,

[03:59:51] do I want to do it another month? Do but

[03:59:52] when it's once a year, that's only one.

[03:59:54] So, in general, the less choices, the

[03:59:57] higher the retention.

[03:59:59] And to do that, like I go into my test

[04:00:04] group here, when you're adding a price,

[04:00:07] right, you can just have a monthly price

[04:00:10] or you can have a monthly and annual

[04:00:12] price.

[04:00:14] And you know, standard kind of practice

[04:00:15] is about 17% discount.

[04:00:18] >> Yep.

[04:00:18] >> Which is what most software companies

[04:00:19] do. You know, if it's 10 bucks a month,

[04:00:21] it's 100 a year. But if you paid

[04:00:23] monthly, it's 120.

[04:00:24] >> Mhm.

[04:00:25] >> Just this alone, you'll find a decent

[04:00:28] chunk of people opt for the annual and

[04:00:30] that will help your retention a lot.

[04:00:33] >> Mhm.

[04:00:33] >> Just that alone

[04:00:35] could improve things significantly.

[04:00:37] >> That helps a lot.

[04:00:38] >> Just honestly, you do that, you might

[04:00:40] shave it, it could shave it in half.

[04:00:44] >> Yeah. And then if you do that, you can

[04:00:46] make a post announcing that you're doing

[04:00:48] this.

[04:00:48] >> Yeah. Like honestly, if your turn's 20,

[04:00:50] just that like could be could make it 10

[04:00:53] if people are opting for it, right? Um

[04:00:55] if no one takes it, it won't have much

[04:00:57] of an impact. But yeah,

[04:00:59] and then building culture with

[04:01:03] one-on-one relationships, connecting

[04:01:06] people, events, and fun.

[04:01:08] >> Yeah. So like,

[04:01:11] you know, this is going more into that

[04:01:12] feeling of belonging, identity, like

[04:01:15] I've found my people, I've found my

[04:01:16] tribe, these are my friends, and and a

[04:01:20] good feeling. Like when people feel good

[04:01:22] in a place, they don't want that to go

[04:01:24] away.

[04:01:25] >> Mhm.

[04:01:26] >> And so, you know, the best communities

[04:01:28] have really strong cultures. They've got

[04:01:31] friendships and strong relationships.

[04:01:33] >> Yep. And the best way to do that,

[04:01:35] especially in the beginning, is just to

[04:01:36] build relationships with people

[04:01:38] one-on-one. Chat with them in the DMs,

[04:01:40] get on calls with them. Because when

[04:01:42] there's a lot of strong individual

[04:01:44] relationships, then there's a strong

[04:01:46] community, which is the relationships

[04:01:48] between everyone.

[04:01:49] >> Yeah. And we talked about this in a

[04:01:51] previous module called like 10 true

[04:01:53] regulars.

[04:01:54] >> Yep.

[04:01:54] >> Um it's the key to communities honestly.

[04:01:58] Like you should watch it again. But you

[04:02:00] know the basically a lot people think

[04:02:02] you need a lot of members to have an

[04:02:04] engaged community. The the secret is you

[04:02:07] only really need

[04:02:09] >> a tight group of 10.

[04:02:10] >> Yeah.

[04:02:10] >> And the key to that is to befriend these

[04:02:13] the most hardcore people that you think

[04:02:15] are the model citizens for this place.

[04:02:18] >> Yep.

[04:02:19] >> And then you know now they're going to

[04:02:20] keep showing up because they like you.

[04:02:22] You've got a relationship and

[04:02:25] Yeah. That's really the key.

[04:02:26] >> Mhm.

[04:02:28] Um so yeah that's it for reducing churn

[04:02:33] community management.

[04:02:35] So this is the last module in the course

[04:02:39] >> finally

[04:02:40] >> and

[04:02:43] the key to community management is to

[04:02:46] think about it like a garden. So good

[04:02:49] communities are like well-kept gardens.

[04:02:52] Right now this is not really a garden.

[04:02:55] is it's more of a tree, but maybe a tree

[04:02:58] could be a garden. A tree could be

[04:03:00] included in a garden.

[04:03:01] >> Um,

[04:03:02] >> bad community on the left, good

[04:03:04] community on the right.

[04:03:05] >> Yeah. Dead, alive.

[04:03:07] >> Yep.

[04:03:08] >> Now, when you don't tend to your garden/

[04:03:12] community, it looks like this. When you

[04:03:14] do care to it, it looks like this.

[04:03:15] People like things like this. They don't

[04:03:17] like things like that.

[04:03:19] >> Um, so how do you how do you tend to

[04:03:22] your garden? Well, you remove the weeds.

[04:03:25] Yep. If you have a garden and you have a

[04:03:27] weed, a weed can quickly kill all of the

[04:03:29] good plants.

[04:03:29] >> And weeds grow fast.

[04:03:31] >> Yes.

[04:03:31] >> Yeah.

[04:03:32] >> So, get rid of the bad stuff like posts,

[04:03:36] >> posts, bad comments, and negative

[04:03:38] people.

[04:03:38] >> Yeah.

[04:03:39] >> Um cuz if you don't remove this and

[04:03:42] constantly tend to it, it will suffocate

[04:03:45] all of the good stuff. The good people

[04:03:47] will leave and then the bad things will

[04:03:49] fester and it will go downhill very

[04:03:51] fast. And there's, you know, something

[04:03:53] pretty insightful here called like

[04:03:55] broken window theory. And basically they

[04:03:58] found in like neighborhoods that have

[04:04:01] high crime when there's a broken window

[04:04:04] or graffiti

[04:04:06] >> Mhm.

[04:04:07] >> there becomes more broken windows and

[04:04:10] more graffiti. Because if you think

[04:04:12] about it, if you're walking down the

[04:04:13] street and you see a broken window, it

[04:04:15] what does that really tell you? tells

[04:04:17] you that like you can do that and it

[04:04:21] kind of prompts you and it makes you

[04:04:22] think that the place isn't policed. Yep.

[04:04:24] >> And then when there's a lot of that,

[04:04:26] you're like, "Oh, this place is a

[04:04:28] free-for-all now." Um, and so they

[04:04:31] actually found that it by fixing broken

[04:04:36] windows and cleaning up the

[04:04:37] neighborhood, it reduced crime. Yeah. So

[04:04:41] the same is really true in your

[04:04:43] community. You know, if if you let bad

[04:04:46] people

[04:04:48] constantly post, and if you let bad

[04:04:51] people constantly like ruin it,

[04:04:54] >> and if you let bad people keep joining

[04:04:56] and everything, it will just

[04:04:58] >> bring more bad people, more posts and

[04:05:00] comments and everything.

[04:05:01] >> Yep.

[04:05:02] >> And this refers to spammers, people that

[04:05:04] are clearly just here to negatively

[04:05:06] affect the community, but also to people

[04:05:08] that just bring the vibe of the

[04:05:09] community down. And those are the people

[04:05:11] that are harder to remove because you

[04:05:12] feel bad. But if you don't and they keep

[04:05:16] bringing the vibe down, they bring it

[04:05:17] down for everyone and can quickly ruin a

[04:05:19] community.

[04:05:19] >> Yeah, we'll tell you how to deal with

[04:05:21] these people soon. Um, so you need to

[04:05:24] remove the weeds and then you need to

[04:05:25] add water.

[04:05:27] And you know, really what that is in a

[04:05:29] community is new members, engagement,

[04:05:32] and things to do. Now, new members is

[04:05:35] really key. Like if there's not new

[04:05:37] people constantly kind of joining, it

[04:05:40] does kind of get stale. There needs to

[04:05:42] be new life.

[04:05:43] >> Engagement, that's you showing up,

[04:05:45] interacting with people, and other

[04:05:47] people showing up and interacting. And

[04:05:49] things to do could be things like a call

[04:05:52] >> or a challenge or whatever.

[04:05:54] >> Yep.

[04:05:55] >> Um and then very important, leaving room

[04:05:59] for things to emerge.

[04:06:01] >> You can do too much gardening in a way,

[04:06:04] right? Like

[04:06:05] >> if you

[04:06:06] >> if you are too like intense with

[04:06:10] deleting things and and banning things

[04:06:12] and blocking things and

[04:06:13] >> then no one feels like they can do or

[04:06:16] say anything.

[04:06:17] >> Yeah. Have you ever been to one of those

[04:06:18] gardens that just feel too neatly done?

[04:06:23] >> I'm thinking of a um bonsai tree.

[04:06:26] >> Yeah.

[04:06:26] >> Um which is why it's so small

[04:06:30] >> and it takes like a hundred years to

[04:06:31] grow. Yeah. Sometimes you go to these

[04:06:33] gardens and they're too neatly done and

[04:06:34] it doesn't feel natural and it ruins the

[04:06:36] vibe.

[04:06:37] >> Yeah, a little bit. And it it kind of

[04:06:40] depends what you're going for too. Like

[04:06:42] if it's too clean, it's kind of boring,

[04:06:45] >> honestly. Um you want a little bit of

[04:06:49] >> of like just a little bit. It keeps

[04:06:51] things exciting.

[04:06:52] >> Um

[04:06:54] >> and if you don't leave room for things

[04:06:56] to emerge, like the culture is going to

[04:06:58] come from the people, not just from you

[04:07:00] top down. A lot of things in a community

[04:07:02] are bottom up, not just top down.

[04:07:04] >> Yes.

[04:07:04] >> And so you need the culture is going to

[04:07:06] come up,

[04:07:07] >> new characters are going to come up and

[04:07:09] they're so important in the community.

[04:07:12] Like these are your 10 true regulars and

[04:07:13] stuff. Um, and you know, these people

[04:07:18] aren't you. And I think some people are

[04:07:20] like, "Oh, this person isn't me." And

[04:07:21] they're starting to be influential, so

[04:07:23] let's ban them.

[04:07:25] >> Yeah. A lot of people have that

[04:07:26] instinct. They're like, "I am the owner

[04:07:28] and they are the members. they are

[04:07:30] beneath me. But when you bring

[04:07:31] characters up, then it creates so much

[04:07:34] more of an engaging community cuz even

[04:07:35] if people don't like you anymore,

[04:07:37] there's still other community members

[04:07:38] that they like to keep.

[04:07:39] >> Well, a community really is people like

[04:07:42] multiple people, not just one.

[04:07:44] >> Mhm.

[04:07:44] >> And so, you know, it's like a lecture

[04:07:46] versus a party, right? We talked about

[04:07:47] this earlier,

[04:07:49] >> but like you know, one thing that we

[04:07:51] thought about when we were doing

[04:07:52] schoolers is we called it like community

[04:07:54] on every surface. And it was like we

[04:07:56] should never do anything alone. So even

[04:07:58] with school news, it's you and me.

[04:08:00] >> Yeah.

[04:08:01] >> Right. Like at the school games events,

[04:08:04] there's always more than one person. So,

[04:08:07] >> you know, when there is always like a

[04:08:09] group dynamic.

[04:08:10] >> Oh, it's way more interesting.

[04:08:12] >> It's more interesting. And it, you know,

[04:08:13] the best podcasts are like that too,

[04:08:15] which is interesting. Um, it's like a

[04:08:17] sitcom kind of thing, right? Yeah.

[04:08:18] >> Um, there's more complex interactions

[04:08:20] and stuff.

[04:08:21] >> Yeah. Imagine if Friends was just Joey.

[04:08:24] >> Yeah.

[04:08:25] Um,

[04:08:27] and so, you know, a good example of this

[04:08:29] in schoolers is like Goose. Like, he's

[04:08:33] his own unique character and he goes

[04:08:35] around the world doing all kinds of

[04:08:36] things. Um, and he brings his own kind

[04:08:39] of style to school and it's there's a

[04:08:41] blend of things like Evelyn, she does

[04:08:44] ads and she's got a very different

[04:08:45] style, right?

[04:08:46] >> Yeah. And

[04:08:48] you know, Matthew Thompson likes doing

[04:08:50] podcast stuff and you know, everyone has

[04:08:52] their own different kind of thing. And

[04:08:55] even Kirby, who's doing this with me

[04:08:56] right here, he was a member in the

[04:08:58] community.

[04:08:58] >> Mhm.

[04:08:59] >> And now he's here. Yeah. Um, rituals

[04:09:06] like you might see these things that

[04:09:08] start happening. A good example of this

[04:09:09] is recently

[04:09:11] everyone just started putting these damn

[04:09:13] Santa hats on. Honestly, someone bas I

[04:09:16] got basically got peer pressured to put

[04:09:18] this Santa hat on. Like six people DM'd

[04:09:20] me

[04:09:21] >> and then everyone started doing it

[04:09:23] >> and then even our app icon had a Santa

[04:09:25] hat on it.

[04:09:26] >> That's great.

[04:09:27] >> But it's kind of like a theme or it's

[04:09:30] these little things that really make

[04:09:32] people feel a part of something.

[04:09:33] >> Yes.

[04:09:34] >> Inside jokes, you know, that was like

[04:09:36] the cat, right? Um

[04:09:39] >> and just fun. Don't underestimate fun.

[04:09:42] It's not just about value and stuff.

[04:09:44] >> There's got to be some fun, too, I

[04:09:46] think.

[04:09:46] >> Yep. So, how do you put all of this into

[04:09:48] practice?

[04:09:50] >> Well, again, the number one secret is

[04:09:53] just showing up daily and actually

[04:09:55] caring.

[04:09:57] Um, now, how do you do this? Well, you

[04:10:00] visit your community. That's step one.

[04:10:04] It all starts here.

[04:10:05] >> That's kind of important, that one.

[04:10:06] >> Yeah. And then, you know, this is how I

[04:10:08] think about it. I visit the community.

[04:10:10] The first thing I do is like my chores.

[04:10:12] I'm like, I got to do this crap. So, I

[04:10:14] clear my notifications. I respond to my

[04:10:16] DMs. If there's reported content, I deal

[04:10:18] with that. Um, membership requests, you

[04:10:22] deal with those. You just get these

[04:10:23] things down to zero. That's what I like

[04:10:25] to do first.

[04:10:26] >> Yeah. People always think that your DMs

[04:10:27] are going to be like a thousand, but

[04:10:30] they're zero every day.

[04:10:31] >> Well, right now they're nine and nine.

[04:10:33] >> Slacking.

[04:10:34] >> Um, then once I've done that, I like to

[04:10:37] read the new posts and comments. Now,

[04:10:40] when your group gets massive, you can't

[04:10:41] read all of them, but you know, in the

[04:10:44] beginning, I was reading like all of

[04:10:46] them. Um, and it all starts really by

[04:10:49] just reading through them.

[04:10:51] >> And if you if there's something you

[04:10:52] like, like it.

[04:10:54] >> Yeah. Really, community management is

[04:10:56] like rewarding the things that you like

[04:10:58] and removing the things that you don't

[04:11:00] like. And just the like button is such a

[04:11:02] good way to say, "I like this thing."

[04:11:04] And when you show people that you like

[04:11:05] something, they're more likely to do

[04:11:06] more of it. But I think a lot of people

[04:11:09] think that the way you do something is

[04:11:12] by posting.

[04:11:14] >> But if I think about the action I do the

[04:11:16] most of, it's reading.

[04:11:19] >> Really, I read more than anything.

[04:11:21] Reading what other people are saying.

[04:11:23] And then when I likes when I I like

[04:11:25] something, I just click the like button.

[04:11:26] Don't underestimate

[04:11:28] what this does. Yep.

[04:11:30] >> People really notice when the owner

[04:11:33] likes this thing. I know because people

[04:11:37] tag me in social media posts and they're

[04:11:39] like, "Oh my god, Sam just liked my

[04:11:41] post." And I'm like, they they thought

[04:11:43] that was so important that they posted

[04:11:45] about it. Or if Forosi likes someone's

[04:11:47] thing, they're like they freak out. Um

[04:11:52] people pay attention.

[04:11:53] >> Yep.

[04:11:54] >> And then delete the things that ruin the

[04:11:56] vibe and we can show you how to do that.

[04:12:01] Um we'll show you in a second like the

[04:12:03] exact way to do that. And this could be

[04:12:05] posts, it could be comments, right? And

[04:12:08] then you join in the conversation where

[04:12:11] it feels right. You do not need to

[04:12:13] inject yourself into everything cuz that

[04:12:15] can get a bit weird and it's just like,

[04:12:17] oh, this is just a public customer

[04:12:18] support system.

[04:12:19] >> Yeah.

[04:12:20] >> Instead of a community. If you don't

[04:12:22] leave some things, then other people

[04:12:24] won't interact.

[04:12:26] >> Yeah. That's the other thing. If someone

[04:12:27] makes a post, you don't have to respond

[04:12:28] straight away because you think that

[04:12:30] that's great customer service. Sometimes

[04:12:32] by the owner responding too quickly, it

[04:12:34] removes the space for the other

[04:12:36] community members to connect by leaving

[04:12:38] comments.

[04:12:39] >> Yeah. So, I just there is no actual like

[04:12:42] logic behind this. I just vibe it.

[04:12:44] Basically, I'm just like I read through

[04:12:47] things, I like some things, delete some

[04:12:48] things, and then I join in. And

[04:12:50] sometimes all I say is congrats.

[04:12:54] Sometimes I just drop three hearts.

[04:12:56] >> Yep.

[04:12:56] >> It doesn't have to be like intense like

[04:12:58] an essay. And other times I might just

[04:13:00] say why question mark like. And then

[04:13:03] other times I actually answer someone's

[04:13:05] question if it's a question. But I'm

[04:13:06] just I'm I'm not just looking to answer

[04:13:09] questions. Sometimes I'm looking to

[04:13:12] explore what they're saying a bit more

[04:13:13] by asking why.

[04:13:15] >> Other times I'm just trying to say

[04:13:16] congrats or that I love what they just

[04:13:19] shared. Right. Like there's

[04:13:21] >> you're not just there as like this robot

[04:13:24] to answer questions. It's

[04:13:26] >> you know what I'm saying?

[04:13:27] >> Yeah. And then this one's huge. Like

[04:13:30] pinning great comments and posts.

[04:13:32] >> Yes.

[04:13:33] >> So if you see a good comment, you're

[04:13:35] like, "Damn, that one's a banger." You

[04:13:38] pin it.

[04:13:38] >> Yeah. This is one of the best things

[04:13:39] that you can do.

[04:13:40] >> Right now there's a pinned comment here.

[04:13:43] So how you pin a comment is you click on

[04:13:46] these and you go pin comment. You can

[04:13:48] only have one pinned comment.

[04:13:50] >> Yep. And when you do that, they get an

[04:13:51] email saying, "Congratulations, your

[04:13:53] post has been pinned."

[04:13:55] >> Yeah. they really know about it when

[04:13:57] they get pinned and then their likes

[04:13:58] shoot up

[04:13:59] >> because they're they're at the top.

[04:14:01] >> Yep.

[04:14:02] >> So, that's how you pin a comment. And

[04:14:03] then you can pin a post by um

[04:14:07] >> Hey, look. Look at this one.

[04:14:10] >> Show up every day.

[04:14:11] >> Yep.

[04:14:11] >> You just go pin to feed and it puts it

[04:14:14] at the top like this.

[04:14:16] >> Yep.

[04:14:16] >> People pinning is

[04:14:18] >> it's powerful.

[04:14:20] >> It's like a mega like. Um, so

[04:14:24] pinning does a lot of things. So first

[04:14:26] of all is if someone does something

[04:14:28] good, you give them a huge reward.

[04:14:31] >> Yep.

[04:14:31] >> And they're more likely now to do that

[04:14:33] again.

[04:14:33] >> Yes.

[04:14:34] >> They're also more likely to engage and

[04:14:36] retain and you want them to engage and

[04:14:38] retain because they're your ideal person

[04:14:40] with your ideal behavior. Right.

[04:14:42] >> But then this is the other thing it does

[04:14:45] which is even more impactful.

[04:14:47] >> Everyone else sees that and they think,

[04:14:49] "Oh, that's what good looks like in

[04:14:51] here." Yes.

[04:14:52] >> So, and they want to be pinned, right?

[04:14:54] So, they think, well, if I want to be

[04:14:56] pinned, I need to do that. And then, so

[04:14:58] the whole culture and behavior of the

[04:15:00] group shifts more towards that.

[04:15:02] >> Yep. There's been times we've pinned a

[04:15:04] post in schoolers and then the next day

[04:15:05] we wake up and there's like 10 posts

[04:15:07] exactly the same style as the one that

[04:15:09] we pinned.

[04:15:10] >> Yep. Exactly.

[04:15:13] So, now you might wonder like, how do

[04:15:16] you know which things to like, to

[04:15:18] delete? How do you know where to join

[04:15:19] in? And how do you know what to pin?

[04:15:21] Honestly, you you don't unless you

[04:15:23] actually read some stuff,

[04:15:24] >> which is why I think this is the main

[04:15:27] action, honestly.

[04:15:28] >> You should bold it.

[04:15:31] >> I'll do better.

[04:15:32] >> Ooh, the underline. Wow.

[04:15:35] >> It all begins here.

[04:15:37] >> Yeah.

[04:15:38] >> But I can't do this until I've done my

[04:15:40] chores, basically. And you can't do that

[04:15:42] until unless you visit, right? So, like

[04:15:44] this is how I I do it. Now, I think

[04:15:47] these are like the minimum kind of

[04:15:49] requirements for a decent community.

[04:15:51] >> Y

[04:15:52] >> right.

[04:15:53] If you don't do this, you're really

[04:15:55] going to suck. If you do these two, you

[04:15:57] can scrape by, but you're below average.

[04:16:00] >> If you do this, you're like

[04:16:03] >> you're above average. I think just

[04:16:04] above. But if you want to be

[04:16:06] exceptional, it's these last two things,

[04:16:08] right? So, the last two, if you've got

[04:16:11] time for these, and some days you don't,

[04:16:13] you know, some days all I can do is is

[04:16:15] this.

[04:16:15] >> Yeah. Or even none.

[04:16:17] >> Yeah. And you know, if it's the weekend,

[04:16:19] like on a Sunday, I don't even do any of

[04:16:21] it.

[04:16:21] >> But um then it's if you've got spare

[04:16:24] time, it's this building relationships

[04:16:26] with core members via DMs, one-on-one

[04:16:29] calls, meetups. Yeah, we've repeated

[04:16:31] that so many times in this course

[04:16:33] because it's important,

[04:16:35] >> you know, and sometimes when I notice

[04:16:37] there's a model citizen or something, it

[04:16:38] could be Evelyn or Kelvin or um Max Pers

[04:16:42] or whatever, right? Or you in the early

[04:16:44] days, I just send a message and I just

[04:16:47] say

[04:16:48] >> sup.

[04:16:49] >> Yep.

[04:16:51] >> That's more that's my style.

[04:16:53] >> You know, if that's not what if that's

[04:16:55] not your style, don't do that. But you

[04:16:57] don't need to say anything

[04:16:59] sophisticated. And then they might

[04:17:01] respond back and say, "Yo."

[04:17:03] And then I might just say, "How's school

[04:17:06] going for you?"

[04:17:07] >> You ask that question to everyone.

[04:17:09] >> Yeah.

[04:17:10] >> Yeah.

[04:17:10] >> Cuz I'm like I'm checking in. I'm like,

[04:17:11] "How's school going?" And then they'll

[04:17:14] tell me. And then if the conversation

[04:17:16] starts going somewhere, I might be like,

[04:17:17] "Zoom, question mark." They're like,

[04:17:19] "Yes." And I give them a Zoom link. Now

[04:17:20] we're on Zoom. Um, you know, and

[04:17:23] sometimes through these DMs and stuff, I

[04:17:25] might find out that like, "Oh, Max P's

[04:17:27] going to be in California." I'm like,

[04:17:29] "You should come up to the office. You

[04:17:30] should hang out. We should have lunch."

[04:17:32] >> Yeah, we spent How long did you spend

[04:17:34] with Max Pen the other day?

[04:17:36] >> That was extreme. So, I'm not saying you

[04:17:39] have to do that, but you know, Max came

[04:17:41] over for lunch and then we talked about

[04:17:43] school for 12 hours.

[04:17:45] >> Meaning midnight.

[04:17:46] >> Yeah. He came at 12:00, he left at 12.

[04:17:49] >> And then the goat came, the new goat

[04:17:50] Spencer came on Saturday and we were

[04:17:52] here all day with him as well.

[04:17:54] >> Yeah. That's a bit too intense, I think.

[04:17:56] Um

[04:17:58] it was because my family was away and I

[04:18:00] was like yeah and it just kind of

[04:18:03] happened. I don't know how. Um

[04:18:08] but yeah, you build relationships with

[04:18:10] the core members and the ultimate

[04:18:12] relationship is when you know you get on

[04:18:14] calls, you're DMing and then you know

[04:18:17] you meet in person and when those

[04:18:19] relationships have matured a bit like

[04:18:20] we've known Max for years now

[04:18:23] >> and you for years,

[04:18:24] >> it gets even stronger. And when people

[04:18:26] join a community and see that there's

[04:18:27] deep

[04:18:29] >> multi-year relationships and friendships

[04:18:31] in there, they're like, "Oh,

[04:18:32] >> yeah."

[04:18:33] >> It changes everything. It makes it feel

[04:18:35] stable. As soon as you see that people

[04:18:37] have been in for a long time and the

[04:18:39] core trend true regulars haven't changed

[04:18:41] for a long time, you feel like, "Ooh,

[04:18:42] this is a real community. It's stable. I

[04:18:45] can make this my home and it's not just

[04:18:47] going to blow up one day and everyone's

[04:18:48] going to fall out."

[04:18:49] >> Yeah. Some of the best podcasts happen

[04:18:52] when there's more than one host

[04:18:55] >> and they've been friends for years

[04:18:57] before they made a podcast. So, it has

[04:18:59] that instant chemistry that people can

[04:19:00] feel. And you know what's funny? when

[04:19:02] the friends kind of drift apart cuz they

[04:19:04] get busy or whatever and the podcast

[04:19:06] starts to decline. A lot of people say

[04:19:08] it's cuz they're not spending as much

[04:19:10] time together.

[04:19:11] >> Interesting.

[04:19:12] >> Same thing happens with bands, by the

[04:19:13] way. Like

[04:19:15] >> they can't even make good sound unless

[04:19:17] they spend a lot of time together. So

[04:19:18] like that's what people notice and feel

[04:19:21] when they join. And that's very like

[04:19:23] magnetic.

[04:19:25] That's what makes it feel like a good

[04:19:28] place to be.

[04:19:29] >> Yep.

[04:19:29] >> Yeah. And that's the I guess this brings

[04:19:32] this last point home, which is get a

[04:19:35] feel for the community and ask yourself

[04:19:37] how you can make it better.

[04:19:39] >> Yeah.

[04:19:39] >> This is not a metric or a um it's it's a

[04:19:43] feeling.

[04:19:44] >> Yep.

[04:19:44] >> And when you do something a lot and you

[04:19:46] care about it, you can start to feel it.

[04:19:49] >> Yep. You get an intuition for how the

[04:19:51] community is going. Are people happy?

[04:19:52] Are people sad? What are they feeling

[04:19:54] about this trend, that trend?

[04:19:57] >> Yes. Sometimes I check the community and

[04:19:58] I'm like, "Damn, this place is buzzing.

[04:20:00] Everyone's like super like hyped."

[04:20:02] >> And there's been times in the past where

[04:20:04] I check it and I'm like, "Oh my god,

[04:20:05] there's I got to fix these problems."

[04:20:07] And it's so obvious I'm actually in

[04:20:10] quite a bit of pain.

[04:20:10] >> Yeah. And you can't do that without

[04:20:12] number three. Like, how can you feel the

[04:20:14] community if you're not in the

[04:20:15] community?

[04:20:17] >> Exactly.

[04:20:19] So, yeah, these last two are how you

[04:20:22] make it exceptional. This is how you're

[04:20:25] just This is how you survive. And this

[04:20:29] here is how you are a little bit above

[04:20:32] average. Right now, this is really

[04:20:36] common like dealing with trouble

[04:20:37] members. Everyone's going to get their

[04:20:39] first one of these at some point, right?

[04:20:41] >> Yep.

[04:20:42] >> So, there's different kinds and flavors

[04:20:45] of trouble members. There's the easiest

[04:20:48] one to deal with is just straight up

[04:20:50] spam.

[04:20:50] >> Yes. Like if someone just spams some

[04:20:53] [ __ ] it's so easy to deal with. You

[04:20:57] just ban and delete the last seven days.

[04:20:59] >> Yeah.

[04:21:00] >> So, I'll show you how you do that.

[04:21:02] >> And this is more likely to happen in

[04:21:03] free groups.

[04:21:04] >> This is definitely not acceptable. So,

[04:21:06] let's

[04:21:08] >> delete and ban user. I'm not actually

[04:21:10] going to do that. I was hoping there was

[04:21:12] this extra step after I clicked that.

[04:21:14] Um, so you click delete last seven days.

[04:21:19] And what that does is it gets rid of all

[04:21:20] of their posts and all of their comments

[04:21:22] in the last seven days and it bans them.

[04:21:24] This is the ultimate muke if someone's a

[04:21:27] true spammer.

[04:21:29] >> Yes. Because they might have done more

[04:21:32] than just one post or comment or

[04:21:34] whatever. And if you want to see if

[04:21:35] they've done like more than one post or

[04:21:36] comment or whatever, you can just view

[04:21:38] their profile and like see all of the

[04:21:40] stuff, right?

[04:21:41] >> Yep.

[04:21:42] >> Um, and that's a great way to get rid of

[04:21:45] everything with one click.

[04:21:47] Um,

[04:21:49] so if it's clearly spam, easy. Ban plus

[04:21:52] delete last seven days.

[04:21:54] >> Yep.

[04:21:54] >> You don't even need to give feedback.

[04:21:56] Honestly, you just doesn't matter cuz

[04:21:58] they know what they did. And yeah,

[04:22:01] if it's this is where it gets more

[04:22:03] tricky when it's like more this gray

[04:22:05] area. So, it's against the rules or this

[04:22:08] is not what you want in the community.

[04:22:10] It's not spam. It's not obvious, but you

[04:22:13] can tell it's not it doesn't have the

[04:22:16] right intention.

[04:22:16] >> Yeah. It could be like self-promotion.

[04:22:18] It could be low quality. Like if someone

[04:22:19] just types in and then clicks post, that

[04:22:23] sort of thing.

[04:22:24] >> Yeah.

[04:22:25] And so, you know, this is what we do.

[04:22:29] You can do whatever you want, but we

[04:22:31] don't like to when it's, you know, spam,

[04:22:35] we don't care. We just ban and delete.

[04:22:37] But if it's just against the rules, you

[04:22:39] know, people can make mistakes if

[04:22:40] they're new. they might not understand

[04:22:41] the space. So if it's like first

[04:22:44] offense, we just delete with feedback.

[04:22:46] How you do that is you um

[04:22:51] you go to like this and you can go like

[04:22:55] delete. And when you click delete,

[04:22:57] it asks you what rule did they break.

[04:22:59] You can select it like whatever the rule

[04:23:01] is. Yep.

[04:23:02] >> You can add additional feedback if you

[04:23:03] want and click delete.

[04:23:04] >> Yep. and they will get an email

[04:23:06] explaining which rule they broke and any

[04:23:09] feedback that you left them to

[04:23:10] understand why their post was deleted.

[04:23:13] >> Yeah, it's this is a really nice feature

[04:23:16] because you know if you can't give

[04:23:18] feedback and you just delete something

[04:23:19] and then they're like what happened to

[04:23:21] my thing then they're in this weird

[04:23:24] situation cuz they're like did I even

[04:23:26] post it? Was it a glitch? Am I crazy?

[04:23:27] Like

[04:23:28] >> yeah and they can't learn.

[04:23:30] >> That's the other thing. Yeah. um they

[04:23:33] might just think it was a glitch and

[04:23:34] post it again.

[04:23:36] >> So if you click, you know, around here,

[04:23:38] give some feedback, then delete, they'll

[04:23:40] get an email, and the email even

[04:23:42] contains a copy of their post.

[04:23:44] >> Yes.

[04:23:44] >> So they didn't they don't lose their

[04:23:46] whole post, which makes them feel

[04:23:47] better, too. And then they can see their

[04:23:49] post or comment and compare it to the

[04:23:51] rule you said they broke and they can

[04:23:52] course correct, right? So we highly

[04:23:55] recommend this feature. Um

[04:23:59] so first off, delete with feedback.

[04:24:01] Second offense, delete with feedback

[04:24:03] plus probably a DM.

[04:24:05] >> Yep. Sometimes people don't check their

[04:24:07] emails, they miss the post, so you can

[04:24:09] DM them to let them know why their post

[04:24:10] was deleted.

[04:24:12] >> Yeah.

[04:24:13] Yeah. This is key. Sometimes, you know,

[04:24:17] once they see that it's a bit more

[04:24:18] serious or they might have missed the

[04:24:20] feedback then or they might have a

[04:24:22] question and then they course correct.

[04:24:24] Um, and then if you know they do it

[04:24:26] again, I mean, you can just delete with

[04:24:29] feedback plus ban, right? Um, unless

[04:24:34] you're feeling charitable.

[04:24:35] >> Yeah. Honestly, it's a vibes based

[04:24:38] approach. Like just take all the context

[04:24:40] you know about this person. If someone

[04:24:41] just makes a mistake, they didn't

[04:24:42] understand. You don't have to ban them.

[04:24:44] This is just like rough principles. And

[04:24:46] honestly, what's happened to us like

[04:24:48] actually a few times now, which is

[04:24:49] probably worth mentioning,

[04:24:51] >> is we've banned some people before and

[04:24:54] then they've been like upset about it

[04:24:57] and we've DM'd them and stuff.

[04:24:58] >> Yeah.

[04:24:59] >> And then I they wanted to come back and

[04:25:01] they promised they would change.

[04:25:03] >> Yep.

[04:25:04] >> And I said, "Well, we're just going to

[04:25:05] keep you out for an extra 30 days or

[04:25:07] something just to, you know, like So,

[04:25:09] it's still a ban, but they're able to

[04:25:11] come back, but it's an extended period,

[04:25:13] so it's kind of like a suspension or

[04:25:14] something."

[04:25:15] >> Yep. And then you let them back in.

[04:25:18] >> Yeah.

[04:25:18] >> And honestly, those have become some of

[04:25:20] our most our best members.

[04:25:22] >> Yeah. Literally.

[04:25:23] >> Literally. Some of some of these people

[04:25:25] have gone on to become ambassadors and

[04:25:28] power users. And some of our most

[04:25:30] engaged people ever.

[04:25:32] >> Yeah. If someone's continuously posting,

[04:25:35] they clearly have some passion for the

[04:25:37] community. Sometimes they're just

[04:25:39] getting a couple things slightly wrong,

[04:25:40] so you have to ban them or give them a

[04:25:42] suspension. But when they come back, the

[04:25:44] passion's still there and they become a

[04:25:45] great member.

[04:25:46] >> Yeah.

[04:25:47] >> Sometimes. Not always though. Sometimes

[04:25:49] people are just menaces.

[04:25:51] >> Yeah. So, I'm all in favor of letting

[04:25:52] people back. Honestly, I think a

[04:25:54] lifetime ban for something can

[04:25:57] can be pretty rough on someone if they

[04:25:59] really want they really care about the

[04:26:02] space, right? Cuz what are you supposed

[04:26:03] to do? That's like pretty harsh.

[04:26:05] >> Um,

[04:26:06] so yeah, I'm all in favor of letting

[04:26:08] people come back, but not instantly. I

[04:26:10] like to have a time period. It makes it

[04:26:13] more serious.

[04:26:14] >> Yeah.

[04:26:14] >> Um

[04:26:15] >> and they they can become super good

[04:26:18] members.

[04:26:19] >> Yep.

[04:26:20] >> Yeah. I think some people are just not

[04:26:22] forgiving at all once people are banned

[04:26:24] and that Yeah. Um

[04:26:28] and now you know you can set rules for

[04:26:30] things you don't like, right? And that

[04:26:32] helps when you go to delete things

[04:26:34] because the rules will show here, right?

[04:26:36] These are our rules that we have. How we

[04:26:38] came up with these rules is we were

[04:26:41] deleting things and giving people

[04:26:43] feedback and it most of the time fell

[04:26:45] into one of these categories.

[04:26:47] >> Yeah.

[04:26:48] >> Like one of them is just don't post too

[04:26:49] much cuz if someone's just post post

[04:26:51] like four posts in an hour, it's like

[04:26:54] >> this this is a good one.

[04:26:55] >> Yeah.

[04:26:56] >> Um

[04:26:58] so you get you come up with your rules

[04:27:00] by actually deleting and moderating for

[04:27:02] a while. Once you know what they are,

[04:27:04] you can go to your um settings. You

[04:27:07] click on rules

[04:27:09] and then you just click new rule and you

[04:27:11] type in your rule and you can adjust

[04:27:13] your rules as you go based on how

[04:27:15] moderation has been going right

[04:27:20] >> now. You can do this by yourself in the

[04:27:23] beginning and it's honestly not much of

[04:27:25] a job at all

[04:27:28] um when you're smaller.

[04:27:30] >> Yep.

[04:27:31] >> Like and if your group is paid and not

[04:27:33] that big, you don't even have many

[04:27:35] trouble members. You generally have more

[04:27:37] trouble members and problems like this

[04:27:39] in bigger free groups. When a group's

[04:27:41] small, it's generally pretty clean. When

[04:27:44] it's paid, it's pretty clean. Yeah. But

[04:27:46] when your group does get big, you do

[04:27:50] need moderators to help. Like if you

[04:27:52] start to feel like totally overwhelmed

[04:27:54] doing all of this yourself, you're like

[04:27:56] getting burned out.

[04:27:57] >> Yep.

[04:27:57] >> Which happens eventually. You need help.

[04:28:02] So, how do you get moderators? What do

[04:28:04] they do? Honestly,

[04:28:07] make your most hardcore members

[04:28:09] moderators.

[04:28:09] >> Yep. You can just look at your

[04:28:11] leaderboard and oftentimes the most

[04:28:13] active people, they're already doing the

[04:28:16] moderator role to a huge degree. Like a

[04:28:18] good example of this in schoolers is

[04:28:20] Jenna, who was like the most engaged

[04:28:22] person in schoolers. As soon as we

[04:28:24] shipped an update, she would notice it

[04:28:26] straight away. So, we reached out and we

[04:28:28] were like, "We love what you're doing.

[04:28:29] Please can you be a moderator in

[04:28:30] schoolers?"

[04:28:31] >> Yep.

[04:28:34] and you know, they already know what to

[04:28:36] do. Basically, they're already a member.

[04:28:38] They're already doing it and they like

[04:28:39] that extra status because they care

[04:28:41] about the space, right?

[04:28:42] >> Yep.

[04:28:43] >> Leaderboard's a great place to look. Um,

[04:28:48] >> and you want to recruit people that

[04:28:49] aren't just active, but that you can

[04:28:51] tell get it. Like they really understand

[04:28:54] what you're trying to build and they

[04:28:55] understand the culture and what is

[04:28:56] allowed and what isn't kind of thing.

[04:28:58] >> Yep.

[04:29:00] Um,

[04:29:02] and the most important thing here is

[04:29:03] that they're already online and reading

[04:29:05] it like all the time.

[04:29:06] >> Mhm.

[04:29:07] >> Yeah. And they already are, so it's just

[04:29:09] pretty straightforward. Then you want to

[04:29:11] just tell them how to do what you've

[04:29:13] been doing. You know, you're going to

[04:29:14] probably start out doing it yourself,

[04:29:16] and then when it gets too much, you find

[04:29:18] someone from your group, you make them a

[04:29:19] mod. How you make someone a mod is you

[04:29:22] go to members, you find the person, you

[04:29:25] click membership, you change their role

[04:29:27] to moderator. Done.

[04:29:29] >> Simple.

[04:29:30] >> Moderators can do these things.

[04:29:33] They can approve and decline membership

[04:29:35] requests. They can delete posts and

[04:29:37] comments, change post categories, turn

[04:29:39] comments on and off. They still get

[04:29:42] points on the leaderboard, which is

[04:29:43] important because that's what they care

[04:29:44] about. If you take that away from them,

[04:29:46] they're not happy. They can still earn

[04:29:48] affiliate commissions, but they can't do

[04:29:51] some of these more critical admin things

[04:29:53] that are dangerous like removing

[04:29:54] members, changing their roles, email

[04:29:56] broadcasts, pinning and unpinning posts,

[04:30:00] um,

[04:30:02] seeing members emails, billing info,

[04:30:05] locked courses. Yeah. So, a moderator is

[04:30:08] a nice safe role. It gives them what

[04:30:09] they need, but not the things that can

[04:30:12] go quite quite wrong.

[04:30:13] >> Yeah. Perfect for power users that

[04:30:16] aren't officially on your team.

[04:30:18] >> Yeah.

[04:30:20] Um,

[04:30:22] tell them how to do what you've been

[04:30:23] doing and then, you know, they're

[04:30:24] probably going to do these things,

[04:30:25] membership requests, content reports,

[04:30:28] deleting stuff, banning people.

[04:30:30] >> Yep.

[04:30:31] >> And they can even become a part of the

[04:30:33] culture by like building relationships

[04:30:36] with people. And

[04:30:36] >> yeah, I would say removing the bad stuff

[04:30:38] is like the very basic moderator role.

[04:30:40] They've got to get rid of the bad stuff.

[04:30:41] But then a great moderator doesn't just

[04:30:43] get rid of bad stuff. They encourage

[04:30:44] more good stuff by building

[04:30:46] relationships with people, reaching out

[04:30:47] to people, telling people this post was

[04:30:50] good, pinning stuff, etc.

[04:30:52] >> Yeah. What's funny as we're talking

[04:30:53] about this is like Jenna was the one

[04:30:56] that sent me all of these.

[04:30:59] >> Oh, she made them for you.

[04:31:00] >> She's So, you know, she was not only did

[04:31:03] she make them for me, she was like kind

[04:31:05] of

[04:31:06] >> peer pressuring.

[04:31:07] >> Yeah. So, in a way, she was kind of

[04:31:10] contributing to the culture, not just

[04:31:12] doing the um

[04:31:13] >> deleting of bad stuff. Yeah. Yeah.

[04:31:15] That's cool.

[04:31:16] >> Because that's someone wouldn't do

[04:31:17] something like that unless they cared,

[04:31:19] right?

[04:31:20] >> Yep.

[04:31:20] >> Yeah. So,

[04:31:23] that's when you know you got a good

[04:31:24] moderator. So, yeah, that's basically

[04:31:26] how you do community management. And the

[04:31:30] most important thing, if you only take

[04:31:31] one thing away from this, it's just show

[04:31:34] up daily and care.

[04:31:37] Yes.