Hans Loray: every object in your house is a video

it's the sound of the police i missed the sports center the sports center sound i'll watch it i'll watch it when it gets to the finals round one i'm gonna go to a knicks game for just fun um i've never been to badison square garden They're playing the Hawks, which is a waste of money. But we're going to be there.

Alex looks like Russell Brunson, though. So I feel that. He does. It's legit.

Yo, Alex is low-key a fucking ringer, sleeper, hooper. Even though Collin and I are the tall kings, Alex will put it down. Alex is slapping the floor. It's just fucking in the coach Carter.

what number 1-800 defense hey caller was telling me a story though he played some rec league dropped like 28 and just like was like i'm done hooping for my last time retired at like 32 yeah never put the jersey up in the church rafters yeah i like did some rec league and i you know i was like a four points three rebounds kind of guy i've scored 28 and have not played basketball since i feel like that we're going to go round robin on this zoom we're going to go through everybody's high school sports extracurriculars uh discuss that impact on your college application process and how that's led to where you are yeah you chop your points per game top 100 meter dash um all right now i'm joking we are going to talk about the content funnel we're going to talk about new formats so this week we are have a little bit of a shift in some of the curriculum from the stuff we've been doing prior um and then we are going to get into a brief intro to the seven day sprint which starts next week and then we have our guest who is uh the man the myth the legend hans loray uh on that note alex you want to kick into the the funnel let's go right into it you guys can see my screen okay yep three percent cool cool cool there we go colin's rule colin's we will dive into so three two things we're gonna yeah the land force law um there's two things we're going to dive into.

So 3% change, essentially a rule around content and how you can make a lot of your content better based off the analytics. Whoops, diving into a little too quick.

And then just a content funnel, understanding the purpose behind the content that you create and also understanding that not all content serves the same purpose. And that's something that you need to understand as you make content.

Not everything has the ability to get a million views. Not everything should get a million views. There are things that should command a million views versus There are things that are perfectly fine getting 10,000 views and 20,000 views, and that can be even more impactful to your business. But they all work together, which is, again, what we'll dive into and is known as the content funnel.

Okay, so the first thing that we're going to dive into is when you're creating content, you don't always have to reinvent the wheel. You can just optimize the wheel. What I mean by that is there's a rule by the good man here, Colin Landforce, called the 3% rule, which is this idea of something can be completely novel if you just change it by 3%, right?

And so in this case, you guys could look at your videos and be like, okay, I changed the first three seconds of a video. I changed the hook. I changed how I structured my script or my story. And that can essentially make the idea completely novel. And so when I look at the pieces of content that I have here and I'll go through what made them, what I changed and essentially what made them better, all I did throughout this entire process was make 3% changes to this content to then be able to have a video then get 300,000 views.

And so I'll go through the first iteration of it. So on the first iteration that you see here on the left side, you'll see I made a video and this is when I had 1,000, 2,000 followers roughly. that it was about this brand called True Classic. And I was talking about the secret to landing pages that convert.

Now, the issue with this piece of content is it is too specific, especially at the time when I had 1,000 or 2,000 followers. Not only that, like the TAM, so the total addressable market for that piece of content is not that high.

So like, let's say I make the best piece of content about landing pages, right? At max, maybe it gets 100,000 views or 200,000 views. But like that's a perfect, absolute banger of a video.

So in this case, like I already set myself up to fail because I made a piece of content that at best, again, could get 100,000 views. So that was issue number one.

Then issue number two, looking at this, the structure of the storytelling and really like how I packaged the value wasn't great. But when I looked at the analytics of this content, there was a few things that stood out to me. So one at the time, I was able to look at the three second view rate.

I was able to look at the average watch time. And I was looking at my like to share ratio. Shares really being the main driver for knowing it's a valuable piece of content. The three second view rate really being able to tell you if you're able to hook people and get their attention. The average watch time saying, hey, can I keep their attention?

When I looked at the like to share ratio, it was significantly high for the amount of followers that I had. So let's say the video had 100 likes. I was getting nearly 100 likes or almost like a one-to-one ratio. It was like nearly 100 likes, nearly 100 shares.

And so looking at that, I'm like, I have something valuable here. People like this content. They like what I'm talking about. But I'm not packaging it and structuring it in a way where it has the ability to – or positioning it in a way where it has the ability to get, again, 100,000 views, 200, 300,000 views, et cetera.

And so I looked at the analytics and I was like, okay, let me make a change to it. And so that changed my quote unquote, my 3% change was instead of talking about landing pages, I'm gonna go a bit broader and I'm gonna talk about True Classic story, but I still went too deep into like their marketing funnel at the time. Right. So I went from the secret to landing pages that convert to how True Classic turned $3,000 into $150 million. Talked a little bit about their story, raising money and their marketing funnel.

Looked at the analytics again. Analytics said, hey, the value is still there. People are finding it, you know, got it went from thirty three hundred views to five thousand.

It got better, but it still wasn't at the numbers that I wanted to it to really hit. But again, looking at all the analytics, I'm like, okay, that ratio is still there.

But again, I need to package and position this better so that I can reach more people. That third iteration of the video was, this is True Classics $150 million marketing playbook, which was now if you look at the differences between all of this, secrets and landing pages that convert, ultra-specific, reaches a small group of people.

True Classics $150 million marketing playbook talks to marketers, talks to creators, it really talks to anybody that's interested in growing any kind of business. The terms marketing playbook is also positioned in a way that you know you're going to extract some kind of value out of this video. True Classics $150 million, that is almost like social proof for the marketing playbook that I'm going to be breaking down.

Now, the other element that I added in this was I added a framework by the guys over by from South Park. I think it is where they talk about using but then therefore. Right. And integrating that into your script. So this happened, but then this happened. Therefore, this happened.

Right. I changed how I wrote my my scripting. And because of that, my average watch time, which was averaging around 10 seconds. And I think 12 seconds for both these videos was now all of a sudden at 23, 24 seconds for a 40 second video.

Significantly better. And those changes to the packaging, the positioning and the structure of the stories is what got this to then be a video that got 300,000 views. Now, it's also key to understand is the idea didn't really change. Across this entire thing, I basically made the same video three times and just got better and better.

And I changed how I was structuring the information within that video. And so as you go through, as you continue to publish content, as you go through the analytics of your content, you want to be paying attention to those metrics to understand, hey, do I have something here that I don't really need to reinvent the wheel?

I could just repackage this. I could just position this in a way where it has a larger TAM, where the storytelling, the structure is more engaging than all these pauses that I'm putting within it. Those are the things that we want to pay attention to. Now, as you continue to make your content and continue to test and scale different formats and concepts, you also want to understand that not all content is created equal.

Not all content should hit or have the same goal. there's content to get followers, which is your top of funnel content. And that's focused on reach, right? That is the content that has the largest TAM. Then there's content for your followers.

In this case, this is middle of funnel content. This is where you're really creating a specific value for the people that are already following you, that are already part of your ecosystem. And then there's content to get your followers to take action, right?

And this is either affinity or action driven here. Understanding this, you know that, and I'll give, actually give an analogy that because I'm a Florida boy at heart where it's a lot like fishing, right?

Top of funnel content is very much like commercial fishing. The entire goal is volume. The entire goal is as many people or commercial fishing, like as many fish as possible, right? That is the goal of top of funnel content. You're trying to cast the biggest net possible, right? And with some ideas, when you get too specific, all of a sudden you go from commercial fishing to fishing with a rod and reel, right?

Where you can spend an entire day trying to catch one fish. That's bottom of the funnel content. Now, right in the middle is fishing with a cast net, right? You can still, if you guys know anything about fishing, like fishing with a cast net, you could use a 10 foot net or 12 foot net, maybe an eight foot net, right?

You could use these different size nets to catch still a pool of fish. And so knowing that you have to understand and know that there's going to be content that you're going to create within your category that does have the ability to have and drive a million views, then there's content that's only going to be able to get 100,000 views or 50,000 views.

But you're doing that knowing that, hey, the people that are following me, I'm trying to educate them deeply within this category, within this topic about specific niches, whatever the case may be.

And then on the back end, if you're trying to get somebody or on the bottom of the phone, If you're trying to get somebody to sign up for a course, buy your product, go to your event, et cetera, that is that bottom of the funnel content. That is you trying to get them to take action.

And so understanding that, again, as you put together a content strategy, as you start to, let's say, continue to publish, you know, you're growing your account, you're publishing content daily. You now want to start looking at your content through this lens to understand why I'm making the content I'm making.

What is the goal behind that content? And then who is that content for? Knowing those things, you could understand your content funnel. You can understand why you're executing against the content funnel. And you could always now know like, hey, this is a content that's going to grow my account.

This is the content that's going to continue to nurture my audience. And then this is the content that's going to help me get to X goal. Now, break it down. So when I was a CMO at this place called The Collective, We, this was four or five years ago, we had a content funnel that we essentially lived by and we would always adjust it quarter to quarter.

And so top of funnel, we had three different series that we were doing. And those different series played into different pillars that were relevant to the brand and what they stood for and the value. So one of the first ones was a win the day series.

It's dropped every Monday. It was more so inspirational. It was a collab series that we would do with one of the co-founders of the collective. and again it really played into an inspirational side okay that was one of our top of funnel pieces of content all of those always would in one other element was like this facility was only in Austin Texas and so we played in and leveraged those those aspects as well but all of these would always get two to three hundred thousand views now in the middle of funnel or sorry not in the middle the middle uh piece right there at the top this one that shows Jamar Chase this was our like top like our top of funnel piece of content that we knew would always drive massive amount of awareness around around the brand and so this was a series called cold hard truth we take someone like jamar chase who would train there cody sanchez who some of you may know etc put them into a cold plunge rapid fire questions um and and it was a a one minute show um that was again our top of funnel it had nothing to do with like the amenities had nothing to do with any of that it was just pure entertainment but those would get three four five hundred thousand views and then on the third was a more so like uh docu-series um or single episodes like docu-series type type content around some of the athletes and or entrepreneurs that that trained at the collective that was our top of funnel content so every single week we basically go uh mondays and then wednesdays and thursdays with this content.

In between, we would now look at, okay, if this content right here is driving all the growth of getting people into our ecosystem, now how can we educate those individuals about, in some cases, like about our either A, brand values, but not by essentially saying those things directly, but just the conversations that are had or the type of people that are there.

And so our middle of funnel content was a lot of education around how to perform better in life, things that people can do to perform better at life through the lens of the people that were that uh essentially were doing those things in person so it was a lot of educational content right but while showing like elements of of the facility then on the other side it was it was we leveraged the podcast um that they had and kind of like structured it in a in a way where there was a lot of more so brand education from the this the lens of like the type of people that lifted or or work there.

And that was our middle of funnel content. Then once a week, we would publish one bottom of the funnel piece of content that had some kind of CTA integrated into it to drive people to apply to essentially be able to train here, work there. And so this was our content funnel from quarter to quarter. Obviously, it would adjust. We'd always optimize all the content based off like things that I already described with the 3% changes, et cetera.

We'd always the funnel, but we knew out the gate, like this content right here, like even if you just look like 703 likes versus, you know, 6,000, 10K, 10K, like we knew, like we knew that was going to happen.

And when you know, that's going to happen, it makes it, it makes it very easy to either a, like if we're with the brand to have those conversations, cause like this was never meant to get 10,000 views or sorry, 10,000 likes or 200,000 views or whatever the case may be. This 30,000 likes.

And this was never meant to get 50,000 views. This was meant to get 20,000 or 10,000. And so understanding those things, like this piece of content, I remember vividly drove 100 plus leads for the brand.

It didn't get more than 20,000 views, but it did all the heavy lifting, but there was a correlation between all of this. The larger you can, or the more top of funnel you create, or sorry, the more top of funnel content you create, the bigger that your audience gets, the larger the percentage of people that you're going to be able to reach with your bottom of funnel content.

That's how the platform works. And so knowing that, you know that there's a deep correlation between your top of funnel, your middle of funnel, and your bottom of funnel content. And so again, as you continue to go on, as you can do the seven day challenge, and as you go past cut 30, the goal is for you to understand that you can create a concept funnel and you can, And you can easily create essentially a system through your content strategy that's going to work top to bottom.

And it's going to help you drive leads to your newsletter, drive leads to your services, get people to purchase product, whatever the case may be there. But it works top down and it all works together at the same length. So we'll go layers deeper.

There's videos in the course going through all of this with even more examples. But again, good to understand. And this is really almost like the core of any good content strategy. Let's go.

As you pick up your piece here, can you hit on just like overall funnel mix? We got a question about that in the chat. Yep, perfect. And so basically, right, if you are starting out in your account, you are trying to grow, we'll be looking at your posts in a, let's say you're posting four or five times a week, which is kind of relatively typical.

I would be doing the majority top and middle of funnel. I would not even be thinking about any bottom of funnel posts to achieve your goals until you understand how to make good content. So I would be doing about a 50-50 mix of content designed to get reach and content designed to educate the people that you are reaching.

That is a great way to look at it. I look at content as somewhat more established as about a 2-to-1 ratio where I'm trying to do two high reach, two to three educate my follower, one bottom of funnel every week.

I think that's a good ratio to look at. All right, so some notes on this week and what we're gonna be doing for homework here. We are gonna be encouraging you to try one completely new format.

So there's a lot of formats inside the curriculum. We have green screen, we have vlogs. We have, if you've missed any of the ones we've had before, if you've never shown your face on cam, do one where you talk.

If you have only done stuff with your face on cam, do something where you're not. Try something completely new. That is kind of homework number one. And then homework number two is we're going to be doing a carousel.

So I'm going to walk through carousels here in a second and give some examples. But carousels are an extremely underrated tool for both reaching new people and for educating your existing audience. What do I mean by a carousel? You'll see this in the curriculum, but basically it is a 1080 by 1350 ratio image that is slightly more vertical than horizontal. and we'll show these in a second, it has a series of slides with music on it.

You can do these on TikTok and you can do them on Instagram. They go a little better on Instagram, but they're great on both networks. You can also put them as PDFs on LinkedIn and they do wonderful.

I post them on Substack. You can really push them around to different places, but Instagram is probably the primary use of them. And when you take a look at them, they follow the same function as a video.

The first slide is a hook. I'm going to walk through all these here in a second. You have your same title. You have a catchy photo. And your job, instead of getting people to watch for three seconds, is to get people to swipe to slide number two.

So the thing you should spend the most time on is what is your concept for slide one? And then how do we get people to navigate through the rest of them? So some examples of what you can do here. A lot of Cut30 grads in this. Here's one of them.

They have a soap brand. What's happening behind the scenes at our multi-million dollar Talo soap company? subtitle. I don't really know what I'm doing. Not even a great photo, not even an amazing title, but people were interested enough to scroll.

They talk about how they're developing a formula, how they're trying to optimize their warehouse. This is coming to launch. It's basically just like if you're interested at all in that niche or industry, you're following along to learn something about it.

Another Cut30 grad is doing basically what we call like a transformation carousel, telling his story. He was an All-American, but he had to start over. And he's telling a story about how he was a runner and how that worked.

But again, this is a relatively simple, a personal story about something they kind of overcame and worked through, his journey with running. Same soap company. This is a great one for a lot of businesses who don't know what to do for their carousels. Negative comments we've gotten that people then respond to. And this is a great way to highlight things that you hear people saying that are wrong.

And they literally just put nice long blocks of text on there explaining all the stuff they deal with. completely unhinged things i did starting a ski helmet company and they actually tell some pretty relatively tame things on there that's just a good hook i will share all these examples one i love for anyone who's an expert eight years as a dermatologist and still no one believes me when i tell them blank that would be the same thing as eight years as a painter eight years as a iphone reviewer a computer software engineer whatever it is and he gets one by one into some things that you're passionate about.

And he's talking here about skincare, but that could easily be anything from code bases to marketing tools, to photo styles, to whatever your niche is. And he's just, again, just giving one note per slide.

This is a great one to copy. Another one is what we call a curation carousel. She's going into the sub stacks that made me smarter in 2025. Great photo on the front. And then she's just showcasing a number of things in a simple format.

Jason, who we had on last week, he does a lot of these and did a lot of them at the start, especially. And she's not breaking the mold. These are not, these are sub stacks everyone knows.

Doesn't matter. People are still looking for decent curation. Sam, I think, yeah, Sam is in here this time too, right?

So Sam had a great carousel. It's just a basic informational carousel. So Sam, as you've seen her content and video sharing, makes content about like the agritourism industry, farm hotels in general.

But a lot of people, while interested, don't really know what it is. So she took a simple question, uses an example of one of the most famous ones, and walks through it at a very beginner level.

I think this is a great thing to think about is you do not need to be overly complex. I sent this to another Cut30 grad, Orchid, who makes horse content, being like, you know, you would actually probably do really well if you did a video. Like, what is a saddle? I think you would be surprised what people are interested in learning about or don't know and will happily dive into. And then you can explain at an even bigger level what it is.

So we will drop those. There are also dozens of examples inside the curriculum. What we would like you to do in particular is what we call storytelling carousels, similar to the runner's carousel where he had something happen to him and told the story or any of the carousels about the expertise.

We want you to wrap your carousel in a narrative, just like we've been telling you on those videos. You can post any of your ideas in idea workshopping. Inside the curriculum, we show there's tutorials on how to do it in Canva. There's tutorials now to do it in Adobe Express, I believe.

You can just do it inside the normal editor. We have a ton of examples there. But those are your two homeworks for the week, one completely new video and one carousel. And then we will be getting ready next week to turn up the volume.

And if you're behind, this is where you can catch up and do the seven-day challenge. Colin, you want to give us a little breakdown there? I think you're muted.

Muted and out of focus. Really, the zero for two here. Sorry, guys. I was trying to put this homework up on screen and messed up. and put too much up on screen as Oren was saying it, but there it is just to restate it.

But what we're really getting into here. So in preparation for next week, next week, this time we begin the seven day sprint. And we'll talk more about that then, but a critical thing for us to all be gearing up and getting rolling, like Oren said, if you've been behind up to this point, it's a good time to get it on track.

If you've been, if you've been powering through this, we're going to make three, four or five videos when we finish this call next week, we begin the seven day sprint through the end of this thing. And all of our biggest success stories all hit the seven day sprint and never looked back.

All right. And I think that is a pretty good segue to introduce our friend Hans, who joined Cut30 with zero followers on Instagram. And today has, I think, something like 700,000. And I think I saw him in here.

Hans, you out there? Yep. There we go. Welcome. sir great to be here great to be back yeah give us give us the i feel like we all have plenty of questions for you i want to invite everybody to to ask questions as they come but give us a little elevator pitch about who you are and what you're doing with content yeah absolutely so um i was a real estate background um got into uh like flipping and building houses and got completely obsessed with interior design.

So I started first on Twitter, like essentially teaching people about design, exploring my own curiosity, and then talking a lot about just like different interior design ideas and trends and that kind of thing. And I did that for about two years and built up a good little consulting business doing that.

And then I had seen people like Colin or a few others like build these huge Instagram accounts, like relatively quickly. And I remember the first time I'd ever seen like short form video on social media, just saying like, oh, I'll definitely never do that. Like that's the cringiest thing ever.

And, and then I had a couple of people tell me, they were just like, you know, all your tweets, like your ideas, you kind of like done some homework and figured out what's worked.

But all your tweets will work pretty well as videos. So it kind of worked out perfectly that I got interested in that and started like right around the time that they kicked off this thing, Cut30. And I started making videos every day. And like the fourth video that I made went like semi-viral.

And I just continued like head down making videos for basically a year. And I grew to 100,000 followers in 101 days. And then I was at like almost 500 by the end of the year. So it just like took off super, super fast. And yeah, so it really like changed my life.

I've done a lot of different brand deal stuff. I've done a lot of cool work, increasingly like sort of creative direction and collab stuff with different brands and just got to do design some amazing projects, got invited into like different design projects or like development projects, that kind of thing.

So it's amazing what the internet can really do. Like when you broadcast your message and your passion, your interests and like a unique perspective. And I just think that this is like, it's really a golden opportunity. And it's completely insane to me that more people don't take advantage of this.

Hell yeah. Agree. Clearly. Hans, I think one of the things that I like most about what you do is, is I guess taking something that everybody's thinking about and uh and making it tangible and real and and something that people can take action on um can you just touch on like your your approach to making like something that's around all of us every day um just actionable i guess i think this speaks to what for for everybody else in here to what oran was just talking about we would all be surprised if you're in the horse niche you would be surprised that people would find interest in like the best saddles when it seems like so basic to you i know your your content you'll you'll cover like faucets um how do you approach that how do you decide if a faucet video is going to be any good uh we'll find those things the first thing i'll say is like i don't know if a faucet video is going to be good and that's like why you just make videos every day because like you know it's like there's a good chance it won't be but it doesn't matter if you just make a video every day like it doesn't matter if you just bomb bomb bomb bomb because eventually you'll get a good one um so that's an important takeaway but i think that um like design as a niche definitely there's you know there's some advantages and there's some disadvantages too but like one of the advantages basically every single person would like a better looking home or apartment is pretty much like universal appeal so um i think that it's widely applicable knowledge um but that said I've always found that people really want to learn so anytime that you can you know it's very important like I think every video is really it's like a hook and then entertainment plus education usually um but my philosophy is always somebody should leave watching your videos they're going to invest a minute of their time or 45 seconds of their time or whatever it is on on your video or on your carousel, they should leave feeling like one or 2% smarter.

So I think it's always really important to teach. But the thing is, is like, I was just obsessed with design. And I was learning, I mean, you just teach as you learn, right? Like get obsessed with something.

And like, you know, you're, I don't know, you're a few months or six months or a year ahead of everybody else.

Do you know what I mean? You just kind of like teach them as you go. That's really like what I did on Twitter. And then what I continue to do on Instagram in a really like much more accelerated way. So yeah, I think it's always like, you want to keep it entertaining, you want to keep it like relatively, I'm like very heavy visual, right? So I always want to just like show pictures of whatever I'm talking about.

So people don't get bored. And so they have context, because again, design is so it's, it's yes, visual.

But I want people to always feel like that guy tried to teach me something i i think that's another uh i guess i think that's a mistake that a lot of design creators make i think more people are definitely uh catching on to this but a lot of design creators if you rewind to instagram like three four five years ago it was basically just like look at my beautiful life look at this beautiful thing i made or it was maybe like diy ikea hacks and so i feel like I found this very sweet middle spot which was like I'm not designing my you know like third home in the Hamptons for Architectural Digest and I'm also not like kludging together like $50 wall mount shelves from Ikea it's sort of like how do you take a I don't know more refined aesthetic something that's a little bit prettier and present it to the common person you know kind of in like a sort of mid-tier price point like i would say that most of people that i when i envision um the people that i talk to i imagine they're shopping at like west elm or cd2 right that's sort of like mid you know they're they're probably some people are restoration hardware and up but um like that's who i talk to that's who i think about it's accessible yeah yeah what does that process look like now okay how does that change like how did you used to get ideas when you started?

And then now that you've made a thousand videos, how do you work through ideas today? That's a great question. I don't know if that process has really changed significantly.

I mean, it's always just exploring. It's always exploring curiosity. But I would say one thing that I do differently now, or at least try to think about differently than I before was I used to, and I still like script my videos.

I think especially like when you're starting out, it's important to script, but I really try to, it seems like content, the direction that everything's trending is just like more kind of yap and like, you know, I don't know, free talking and a little bit less composed.

So I really try to be like less, a little bit less, like here's a presentation I'm getting and a little bit more just conversational. So I'm very intentional in that but um i mean there's just there's a billion ways that you can present the same idea i think that's like a really really important thing to realize so like if you were something that was in something that was way more narrow like horse content like even saddles right like we could sit here and in you know five minutes we could come up with 20 different ways that you could talk about saddles you know so um i also think that social media is like a bit of an exercise in finding the stuff that you're interested in and then finding different angles to kind of attack the same thing if you look at so many of the best people that's often what they do and it doesn't mean you're like repetitive or lazy it just like yeah if sometimes sometimes you express something one way and it doesn't really resonate with somebody and then you express it more like negatively or in a list or in a carousel or whatever it is and that like resonates the second time so i always think about that too obviously just people consume content so differently like if a yap versus a carousel versus a green screen versus uh maybe like in a in a more high production state like everybody wants to consume content differently right and so therefore like repackaging it across those different different formats is just meeting the consumer where they want to actually consume that content how they want to consume that content um versus it being lazy and and making uh the same content over and over again in this case and then those are all like different audiences as well right like the person that's consuming the carousel versus the green screen like a lot of times i i'm yeah like i'm i'm consuming more talking head content that i'm doing carousels and then when i consume carousels it's like it's a certain type it's usually like a more day in the life carousels than i than i do educational things so it's like i just think it's it's so it's so based on the consumer what they consume and they're almost like consumption habits is how i think about it versus ever being lazy it's also like the algorithm is so fast that if one individual likes carousels they're going to get served a lot of carousels so i think that's one of the things i remember alex saying which i think is like just such a good framework actually it's just every idea deserves to be tried three times you know like try it three times and and until you you know present one idea three different ways like you don't really know if it's a dud so i mean we're talking about faucets right like i probably made two faucet videos neither of them have done that well so i'm still due for one more there's a terrible example on my part yeah i've definitely done a faucet video i think colin mocks me when i did it he was like bro we're doing faucets now was it doorknobs maybe it was door i don't know i had a like a viral doorknob video yeah that's what i'm thinking of sconces but but to the point when we look at but looking at it tactically like look at the house right i think we you make a joke about if you look at hans's content if you go through every single thing in your house from the light switches to the doorknobs to the faucets the same thing inside any niche right if you are in the music niche if you are in the book writing niche if you're in whatever it's like what is every single thing someone interacts with and then do you have an opinion on how, like, what makes that good, how it could be done better in the future, perhaps.

Do you know about its history from the past? And if you just do that for every, like, object or category in your niche, in Hans's niche, like, in your home, you have a video content roadmap that's essentially the forever, right?

I'm doing that now a lot, like, what people buy. Every time I buy something now, I'm basically like, are we being, what are we being sold here? Like, how is it packaged?

What was it thought about? Did it used to work better than it works today? how has it changed because of what's going on in the world? And it gives me infinite things to talk about. Um, what is, do you know if your videos are going to hit before you post them? Do you have a pretty good feeling now, or is it still a guess?

It's definitely, it's definitely still a guess. Um, I think it's always been a guess like once in a while, there's been maybe three different videos where I've like, I've edited together.

I've showed my wife and she's like, Oh yeah, that's great. I'm like, I agree. It's great. And it works. But like the vast majority of the time, it's just some things I think are really good.

They just like don't quite land or maybe I posted at the wrong time or the hook was wrong or something like that. And then some things that like, again, doorknobs, right? Like hilariously that just ended up becoming a huge video.

It's called nine elite knobs. I mean, maybe that's why that's, that's not that surprising.

It's a great, yeah. Yeah. So what was the process to call it nine elite knobs? Like, if you don't remember, kind of walk through there, but like, how do you get from like, okay, I'm doing this doorknob video to this title that's gonna bang so one of the things that i always think about okay so i was really um this is like this is a natural ability a bunch of people just tell me that i have a great voice they're like you have a radio voice um and i was like i was really musical like you used to like sing in bands and stuff like that so it kind of like makes sense there's like a cadence to what i say but i'm constantly when i'm whether i'm writing a script or a or a hook or a title of the video i'm thinking about what's fun to say i do think that's really important right like nine elite knobs is better than like here's doorknobs that i would buy you know what i mean it's just like it like rolls off the tongue in a way and i i think that's you know everybody should probably do that like when you're composing something like don't just compose good information but also like compose information i mean if you think about like some friends of mine actually i just went to this it was like one of the most fun friend events i've ever done was just a comedy night in somebody's backyard and everybody just had to get up and do like two minutes of stand-up and it was like it was so much fun but like it made me realize that so much of what a joke is is not the material it's the delivery it's like pausing before you say the line you know what i mean or like uh hesitating on a certain word or whatever so i would really think about that as you're like, you know, just like repeat the scripts back to yourself and back to yourself and back to yourself and like get better at saying them in a way that, I don't know, conveys emotion and like even like makes you laugh a little bit or makes you smile or makes you excited, whatever it is.

I think that's like super, super important. Yeah, that was something that we had Jason on last week and he, it's funny because we haven't talked about this a whole lot, but he said the same thing just in terms of like words that are fun to say.

and like interesting coming out of your mouth right yeah yeah no i think that's i mean it's like that was another thing i was thinking about with the comedy thing like there's just like certain words that are funny words yeah you know so if you can if you can get those in i i think humor is a great tool like i definitely slip in some dry humor here and there or in like even more so than me but like if that's your thing i think that's like i would you know i would take advantage of that yeah i try i put in two jokes a video if it's not a brand deal um and often don't get there because i can't think of jokes that many but at least like the trying point is good but uh what i'm trying to work on next is is pausing to your point about cadence everyone speaks so fast now and you get so many words across but like so if so if you stop like the pronunciation of like a dramatic pause in a video is like really enunciated because we're just not used to it and so i'm i'm messing around with some ways to do that yeah i think that i i think it's interesting to like think about what does so we're probably again getting past the point of just maximum idea delivery per minute right like i think maybe something else is coming i'm not entirely sure what that is but um yeah just like saying something saying something a slower cadence or like sort of like meditating your words almost like i think there's definitely i don't know there's there's a lot of cool things that you could do with that how have you gone about um you know any recommendations for people who are embarking on the journey of like monetizing driving leads for stuff what have you tried that hasn't or has worked what's what's been the kind of ways that you've you've used this audience uh to help in other ways as far as uh as far as brands go um i think the thing that like consistently makes brand videos work and then the lack of this thing makes brand views bomb is they still have to be educational like it just doesn't like you know in 2026 it does not work to say like here is a nice quality product for sale please buy it like that's just not a that's not an effective message for marketing and so i i think that like the best videos that i've done that are brand collabs are always essentially teaching first and then mentioning the brand secondary and that i so if you find an opportunity to do that i mean and to like kind of like teach with products and usually it's better if it's a range of products let's say versus one product. But like, I think, Orin, like, you're great at that.

You're always trying to, you're never, I feel like product first, and you're always sort of like education concept brand first.

And then here's how the product relates to that greater movement. So that's, that's my two cents. Always, always make it like educational, entertaining, never just make it sales.

Yeah. I always look at like, it's like slow sales. Like you don't have to be upfront, but you always kind of have to be selling.

And then it really compounds over time. And that's how a lot of brands should look at it, where it's like, okay, if you're always getting some other values, get some other entertainment, but it's just there. It's just kind of constantly in the background that there's a concept or a thing or a newsletter or a buy that it really starts to add up as your content gains momentum.

I'll just, I'll add one thing onto that too. Like, I think part of the reason that brands work with creators and like certainly one of the reasons why brands work with me and certainly one of the reasons why the content resonated is because of opinions.

So most brands are not going to be as opinionated, let's say as a creator. And again, this is not, this is no longer an original idea, but I think at the time that I started short form, like what I was kind of doing was being like, I mean, if you go really broad brush, it's kind of like, this is a good room.

This is a bad room. Like this is a boring sofa. This is an interesting sofa. And like, nobody was doing that.

And so just like have opinions on kind of arbitrary, subjective things, I think is a, I think it's a great tool and it makes you more of a convincing spokesperson because you're consistently sharing what you really think and how you feel. If you guys have questions, please drop them in the chat. We can roll through a bunch of those here as well.

We'll happily keep them going. If you do have them, ask them while you have it. How do you plan your content now? How far ahead are you? What does that workflow look like? I always have a collection of concepts. I usually have a collection of concepts for the month. And then I have just like working ideas.

I'm probably, I'm not ever more than like two or three days out. And I have not been posting every day. I'm trying to get back on that wagon again, because that's really where, that's where the goods come from.

But what always worked for me was to just choose the concept that I was excited to make. And so I would try to plan sometimes. And then I would just like get there and start filming it and be like, no, I actually want to make it about tile today. I saw this tile and I'm just going to scrap this idea and just like bring my enthusiasm for this new topic that I found, you know, to bear. So I was like people can people can smell enthusiasm.

people couldn't smell if you're genuine and excited about something. So I think that's a great way to do is just like, what would I actually get excited about talking about? Great to plan.

Great to be organized. But I think, you know, enthusiasm probably wins most of the time. Question here, how'd you get through the early stages of being a creator from a mindset or mental perspective to keep trying when nothing hits?

So I think that something that I really learned from Twitter, which was an important concept, is that certain, like in my niche, there were certain ideas that seemed to consistently work.

So, for example, in like interior design, for some reason, this is just one of these weird things. If you ever, and less so now because it's more common.

But if you ever posted like a, an example of large format, like green tile, whether that was on the side of a shower or the side of a pool or in a bathroom, like it would, a lot of people would like that.

And so I just started to realize like, oh, if I include, like, if I'm talking about tile, I'm going to include a picture of like green tile right away, because for whatever reason, that's just like something that people resonate with on the internet right now.

So what I would say is look at other creators and find the ideas that have legs you might find like always look through somebody else's videos even if you don't have a track record even if everything you made has nothing's taken off or you've never started before look at other people in your niche and what are just go through their feed right like this is what this is what these guys are telling you to do anyway and you know maybe they have maybe they consistently get 20 30 000 views or 100,000 views or whatever it is.

And then like find the video that's, you know, 2 million or 750. And like, why is that, you know, why is that viewed so high? It's probably, it's probably a combination of like their delivery and the idea.

And then, you know, take, take a pass at that idea. I mean, like there's, there's other creators, like one of the things I've looked at, I've seen from other design creators is like a few people have made videos that just like absolutely crush about paint like i never talk about paint so i probably should talk about paint and i don't have to just copy their video um but it tells me that like oh there's definitely an audience that's like and of course it makes sense right like there's always there's always somebody that wakes up is like i should probably repaint this room um and it's just not really something that's ever like top of mind for me at least when it comes to video creation but um yeah i think that basically exists for everybody.

Look at your, look at your, you know, uh, your, your peers and the people in your niche and just find concepts from them that perform well, and then take a pass at it.

We just got hammered with questions. So, uh, let's take it from the top.

Um, let's see. How do you stay motivated? No, that's kind of related. How do you say, Oh, that's good. How do you stay motivated to turn out videos consistently?

Is there something specific you do that helps? I think something I'd love for you to hit on is like, do you have like right now, are you generating with your content like like what is there anything besides just like getting big views and growing an instagram account that's that's keeping the content machine going or not at this moment yeah um i mean i like so i still i still do design projects i collab with brands um but if you have i mean yeah so i i've had i've had a bunch of different offers i've done like little like creativity challenges.

I did a, I sold like a ton of consultations a while back when I was just really trying to do like those consultations. So it depends what you're trying to sell. But I guess what I would say is that if you end up actually being good at this and can do it consistently, you don't even need to know what you're going to sell right now. And you just kind of like figure it out once you have a little bit of audiences like what they what do they actually want so um whenever i talk to what i used to talk to people that were like product people that had a great brand or a great product or something like that and they're like hans i'm so jealous of you because like you don't really have a product but you did the hard part first which is like creating an audience and now you can just like point them kind of at whatever you want versus i have made this great product, but nobody knows about it.

So, um, I don't know. I would, what I would say is there's like wild things that I never imagined have happened because of being consistent and because it's just like showing up every day on the internet.

And like, if you do that, it will happen to some degree in your life as well. Amen. Uh, Jennifer.

So I guess a couple people asking like, what were these first couple of weeks? Like, I know you mentioned you had like your fourth or fifth video ripped but what was the very beginning like for you i i had put together a ton of concepts like i put together i think initial once i feel like i like decided i was going to do it one day i'm like i'm going to do this for i'm going to do this for a year and see what happens and i put together probably 30 concepts like in a day and i was just kind of working down that list um and i think another really important thing to remember uh when you're starting out and this is actually especially true when you're starting out like nobody cares it just doesn't matter at all and like you know i mean if if you don't make a good video like nobody's to see the video and it just like doesn't matter and you can just like make another one um i think that was a tough thing for me i i was trying to decide when i started out am i going to go for my personal account which i had like 400 followers or just like friends you know like friends and family or am i going to start a new account and i just started decide to start a new account because i Like, I don't want my, like, you know, wife's aunt to be, you know, commenting on my interior design posts or whatever it is.

But it just, there's so much content and especially the way the algorithm is now. It just, I think the important thing to remember is, like, nobody cares and just, like, be cringy and do it every day.

And, like, you know, yeah, may you be so lucky to have people care.

You know, guys, if it's helpful for those of you that are grinding and looking forward to find traction, you know, Hans mentioned he had a banger and was off the races after four videos. I think it took me 95 videos to get to a thousand followers on TikTok. And the way these things go is then the 96 video got me to 5000.

Right. Can I do the double, double with fries? Oh, double.

Let me try and mute. all right uh drew asks take us through a typical process of of uh finding imagery writing research and then making the video and i think the punchline there was like how long does does it take typically yeah um so usually i i have i have just like a running list of ideas that i'm i want to create a video on um and then when i decide like okay it's time you know it's it's time to to to bring this video to life um i write that i usually write the script first pretty much always write the script first once in a while i'll like look at pinterest or look at instagram or look at other things and try to find the idea but most of the time it's like the script kind of informs the imagery uh and then i will and that usually maybe takes me i don't know to write a good script probably 20-30 minutes uh and then i will what i usually do um i wouldn't necessarily recommend this just the way that i work i usually write the script shoot it and then find imagery to support it afterwards um and the way that i used to make uh entirely green screen videos so it required more you required you know a background imagery basically every time you cut and the way that i do it now it's all like set up a thing yet like i'll you know i mean like sometimes i like sit under that picture right there and i shoot the video so i have a really nice background to look at already and then i do the like overlay style content on top of that and so what that's done is it it's made it less i just have to find less images per video because i already have like a nice background um it probably takes me i would say it probably takes me i don't know an hour hour and a half shoot the video and then maybe like 30 40 minutes to find images after that um so it's i don't know realistically it's probably like it's probably like three hours you you don't have to but my stuff is really it's like very very visual so if you're in a less visual niche um you uh you don't have to do that much and it's actually easier so like that's that's the hard part for me varies wild widely for sure uh i got a a straightforward one before we get into a more existential one since we only got six minutes left here um where'd it go oh andre's asked uh have your content pillars changed over time um yeah uh yeah that's a good that's a good question um not really i mean it's basically like, you know, architecture design, home decor is pretty much what it is. I would say that it's, um, it stayed the same.

I think that I've thought about talking about other things and doing other things. Like I built a sauna in my backyard. So I've like talked about that some, I'm probably going to continue to make more content about that. So like, maybe that'll put me a little bit more over in like health and wellness thing. Like I thought about like doing a series around that, or like sit inside of it and talk about different things.

But no, I've, I've stayed pretty consistent. I think it's really important to like, I'm like, I'm still just as interested in design and architecture as I was when I started out.

So find something that you never get sick of talking about, you know, what are three, four things that you never going to get sick of talking about that you would just like talk to your friends at a party about and, and, and do that.

All right. I'm going to hit Kayla's question here. I know I've given Kayla a little direction, but maybe you got some sauce for her. So she asked, let's see, educating on my passion, what I'm an expert in.

Okay. So she's an interior and landscape design photo and videographer. And I think her question revolves around like, how do I educate on this stuff that I'm into in a impactful way?

So my TA is architecture and interior designers who need someone to create their content for them. My expertise lies in photo and video, but teaching it appeals to other photogs and not to designers. How do I talk about what I do in a way that appeals to my clients and not other photographers? And for context, Kayla, I think I've mentioned this in Slack.

I think it's very easy to overanalyze who might be interested in this video early on. And it's very productive to make 100 videos and then see which ones are finding the people that you like or that you want to find. But Hans, talk to us. I mean, my advice would be to maybe streamline that a little bit more into like what clients you want to get, because likely the reason that you're doing this is probably you want to get more clients.

So I would think about like, you know, we're talking about different photo and video things. We're talking about interior design. We're talking about landscape architecture, all that stuff's cool. I love all that stuff.

But like of those sort of four things, I would say what are maybe like two, you know, clients, two ideal customer avatars that I would like to serve and then make content for those people. because i think like my gut intuition is that that sounds a little too broad to like punch through and i would i would try to like sharpen the tip of the spear a little bit more and point more so at like one maybe two of those things i'll say i'll say this um interior design with landscape design like there's a ton of interior design content now just like a glut of it um but not nearly as much landscape design stuff so like if you were like interior design with a heavy focus on landscape design stuff i think you crush my buddy is a landscape architect and i tell him all the time i'm like you should make videos and he's a wimp so do it yeah i was gonna say the same thing uh do hans but landscape and then even though you are a photographer you're a photographer and videographer these videos are showcasing your work the entire time um but i think that's a great direction to take it um or at least i will say that um to just like knowing photographers and videographers is often like very local focused and so that's hard to and it depends what kind of clients you want but like i feel like a lot of i don't know a lot of photographers that i know like they have to focus on their local market because that's where they want to shoot um so it's just like a different thing than like doing consults or whatever it is so you have to be physically there.

All right. I'll pitch you Tiffany's question. I'm not sure it's a great one for you, but what content type slash style do you recommend for someone building personal brand to drive sales for their luxury clothing brand?

I'm not sure if you got any thoughts there. That's a good question. I mean, I'm probably not like, you know, I'm not the best qualified person to answer that.

But what I would say is, here's what I would say about that. Make content that educates people. You know, so like, if you explain like, why they should buy this luxury thing over this thing, I think that's probably a good angle versus just saying like, this is nice, and I like this.

So if you can attract people and like make them feel more intelligent about the like, about that world, like that's absolutely what I would do. I would take I would I would always take the educational approach as opposed to just like, look at how great I look or look at how nice this is.

Hans, thank you so much for joining us. I'm gonna drop the link to Hans again here in the chat um here's the link um it is 7 p.m so i want to be respectful of everyone's time uh you got any parting words any any uh calls to action besides go follow you on instagram um i mean all i would say is that uh i i guess like first off like just thanks for the opportunity i love doing this um just make videos every day because like you're starting out and you don't know exactly like haven't found your exact voice yet and your exact niche and the exact content style that's going to resonate and remember that nobody cares so just like crank it out and like eventually you will start to gain traction in some kind of area with some kind of concept with some kind of format and like all of a sudden like you know the lights come on a little bit and you start to see the path forward so um yeah it's like like so many things in life it really just is like reps and it's like are the thing that like set you up to have, you know, to get lucky.

So yeah, the best thing by far that I ever did was just like make videos consistently every day for a long time. So love it. The cut 30 way.

Thanks a ton Hans. Go follow him on that link y'all. As a reminder, your homework is to create an origin story carousel or a story carousel with photos and to create one other totally new content type that you have not otherwise done or even would never do um and then get ready for the seven day sprint um there are references on all this stuff in kajabi as usual and we will see y'all in slack thanks y'all see you hans guys thanks again hans - Bye, guys.