Serious question: if a tree falls on you in the woods and there’s no one there to witness it, do you feel it? You feel it’s been there? I haven’t had a tree, but I’ve definitely tripped in the woods. No one had to witness it. I felt it. But how do you know, like when you have someone that you’re teaching, have you ever had this happen? Have you ever been in a really intense conversation? The person you’re talking to, all of a sudden, gets really engaged in their food and they’re looking at their food. I was going to actually eat this, but then it’s going to mess up because I’m probably going to get nuts in my teeth and stuff. But have you ever had a conversation with someone who is so passionate about their food that you find yourself saying, “Hello, Hey, Hey, I’m speaking over here?”
If that hasn’t happened to you, I’m shocked. You’re probably lying. You may not be aware of what’s actually happening, because I think it’s happened to all of us. And when it happens, I promise you, you do not have the presence. So let me tell you what it takes to evoke change. When you’re dealing with information and two people or a person receiving a consumer, a customer, a user, who’s getting your content, have to be present. They can’t be doing multiple things all at once; they cannot be eating their mixed nuts. That’s what I’m saying. They can’t be slurping on slurs and playing on their phones and checking their inti. They can’t do those things, or they have no connection to your information. So what do we do? How do we know? What can we do to ensure the greatest possible presence with our consumers, users, and customers without literally going over and smacking them in the head?
The first thing we do is what you use. What’s called “directional statements” Directional statements can get people to do things, even if they don’t normally. So if I said to them, “Hey, what kind of nuts do I have?” See these nuts? These are mixed nuts. It’s a good blend to mix nuts with. And I actually make these for myself. See, there are all kinds of fun things in there. They didn’t come from the factory like that. Directional statements focus your attention. It’s really, really important that you incorporate directional statements to break people’s desire to go elsewhere. And you know what? You don’t have to do it every time. It’s not like every 30 seconds. You got ‘ta throw in another directional statement, but you do have to do it in order to get people’s presence right off the bat. The next thing that you need is, and you should write this down.
If you’re not writing it down, write it down. This is good stuff. The next thing that you need is passion. You need passion for your subject material. You should know your subject material inside and out, backwards. You could talk through your ears with your own subject material because you are an expert in your subject material. And that is crucial. It is crucial that you’re an expert, and that doesn’t mean, you know, everything, but it means, you know, a heck of a what, and more importantly, you also know how to take that information and make it relevant to our consumers. So our consumers of content, in this case, want to know what the hell you’re talking about and why it’s relevant in their lives. You see, if you’re a parent, if you’re a student, well maybe not. If you’re a student, maybe if you’re a student, you just go do your thing.
But if you’re a parent, if you’re a teacher, if you are a boss, if you are a manager, if you are a company that has a brand or that’s trying to brand something in their company, you need to understand content creation and delivery. And then, what’s most important is reception. How is that coming across to your consumer? That should be your entire focus. Creating content is great, but it’s all about how it’s being received by your consumer. And if it is right this down relevant to them, you see if your content is not relevant to them, their on baby, they’re somewhere else. They’re on a beach. They’re having my ties. They’re on insti Facebook, tick talk. They’re on a million different things because what you presented bores the living crap out of them. You need to take some accountability for your information. You need to be presenting information that actually gets people to lean and forward.
I referred to this in the last video about informational utility. And I believe that this is the most important thing about us in order to create. If you are all interested in creating any amount of impact on your consumers of your content, you should consider the informational utility of that content. That content must have the ability to have crossover with every single one of your content consumers. Your customers, your students, your users are consuming content for a purpose. And with me, we are fighting entertainment, baby. So we are fighting the entertainment industry, and their entire purpose in life is dopamine.
Our entire purpose in life is transition, transformation, and impact. When we are working on that level, you have got to up your game. You gotta know, hey, you’re going to take this in information. Why am I doing this video right now for you? Because I know that if you take this, you’re going to create a much higher quality of content and whatever your product is. Maybe it’s amazing hydroelectric or super Sonic toothbrushes, but you’re going to kill plaque and the odors and gingivitis and the odors they form. Maybe that’s your mission, but I’ll tell you what, it’s going to fail. In those rare moments when we actually get interpersonal communication.
It’s going to make it even better because then the person you’re talking to, they’re not breath. isn’t going to think I’m talking about the ability to change lives with your information. Informational utility is the future for content creation.
