How You Can Adapt to the Evolving Media Landscape for Better Client Engagement with Justin Berry

Summary

Maximum Lawyer Podcast Episode Summary

Episode Title: How You Can Adapt to the Evolving Media Landscape for Better Client Engagement with Justin Berry
Release Date: January 14, 2025
Host: Tyson Mutrux
Guest: Justin Berry

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1. Introduction

In this insightful episode of Maximum Lawyer, host Tyson Mutrux engages in a deep conversation with Justin Berry, a creative strategist renowned for driving Ryan Pineda's impressive billion views online. Justin delves into the transformative power of modern media tools and strategies, offering actionable insights tailored for law firm owners aiming to elevate their client engagement and practice growth.

2. The Shifting Media Landscape

Justin Berry opens the discussion by highlighting the stark changes in the media landscape, contrasting legacy media with the emergent new media platforms. He emphasizes that while traditional media like cable news remains vital—especially for older, voting demographics—the surge of digital platforms has redefined how businesses, including law firms, reach and interact with their audiences.

Justin Berry [01:56]: "Legacy media is never going to be gone because they're still extremely important... but you have to dive into these new areas of media to reach the masses."

3. Impact on Law Firm Advertising

The conversation transitions to the implications of this media evolution on law firm advertising. Justin contrasts billboard and TV advertising's broad reach with the targeted, trust-building potential of digital content. He argues that while billboards capture attention, they fall short in establishing trust—something crucial for legal services.

Justin Berry [03:02]: "One thing that a billboard can't do, that new media can, is build trust."

4. Building Trust Through Content

Justin underscores the importance of authenticity and consistent content creation in establishing trust with potential clients. He draws parallels between successful media personalities and how law firms can emulate these strategies to humanize their brands and foster deeper client connections.

Justin Berry [03:50]: "Authenticity and personality are the ultimate trust builders."

5. Types of Content Creators

A significant portion of the episode is dedicated to categorizing content creators into celebrities, influencers, personalities, and creators. Justin explains the nuances of each type, illustrating how law firms can position themselves within these categories to enhance their visibility and client engagement.

• Celebrities: High visibility but low engagement.
• Influencers: Charismatic, with moderate engagement.
• Personalities: Highly engaging, fostering a sense of community.
• Creators: Focused on content without necessarily seeking fame.

Justin Berry [07:05]: "There's the celebrity, the influencer, the personalities, and the creators. Each plays a unique role in content strategy."

6. Adaptation Strategies for Lawyers

Justin provides a roadmap for lawyers to adapt to the new media paradigm. He advocates for law firm owners to become "personalities"—actively engaging with their audience through live streams, authentic storytelling, and relatable content. This approach necessitates a strategic team to manage these efforts without overwhelming the firm's primary operations.

Justin Berry [10:18]: "It’s going to require building a team behind you—COO, producer, PR—to handle the media aspects."

7. Hiring and Team Building for Media Management

The discussion emphasizes the critical role of hiring the right team members who align with the firm's core values and understand the nuances of modern media. Justin shares insights on valuing alignment over mere skill, ensuring that new hires contribute positively to the firm’s culture and media objectives.

Justin Berry [20:07]: "Care more about your core values than the skill of the individual."

8. Content Creation and Repurposing

Justin outlines efficient content creation strategies, notably repurposing long-form content for short-form platforms. By filming versatile content that can be adapted across YouTube, Instagram Reels, TikTok, LinkedIn, and blogs, law firms can maximize their reach without increasing workload.

Justin Berry [36:23]: "We create content for YouTube and repurpose it for all other platforms, ensuring consistent engagement without extra effort."

9. Engagement and Community Building

Emphasizing the social aspect of media, Justin discusses the importance of active engagement—responding to comments, fostering conversations, and building a loyal community. He warns against neglecting this facet, as it undermines the trust and relationship-building essential for client acquisition.

Justin Berry [44:35]: "Social media is social first and then media. Engaging with your audience is crucial."

10. Tools and Automations for Efficient Media Management

To handle the multifaceted demands of modern media, Justin recommends leveraging automation tools like ManyChat and GoHighLevel. These platforms enable law firms to maintain active engagement without constant manual intervention, ensuring timely responses and streamlined content distribution.

Justin Berry [44:32]: "ManyChat is perfect for automating responses, ensuring you stay engaged without overburdening your team."

11. Case Study: Ryan Pineda's Success

Justin shares the success story of Ryan Pineda, illustrating how consistent, authentic content coupled with strategic repurposing across platforms led to billion views online. This case study serves as a testament to the efficacy of adapting new media strategies to build a powerful personal brand.

Justin Berry [25:10]: "Together, we've produced over a billion views, demonstrating the massive impact of strategic content creation."

12. Tracking Metrics and KPIs for Success

The episode delves into the challenges of measuring social media success. Justin advises focusing on engagement metrics—such as watch hours and average view duration—over vanity metrics like follower counts. He emphasizes the importance of building meaningful interactions that translate into trust and client conversions.

Justin Berry [63:03]: "250,000 watch hours in the last 90 days—people are spending significant time with our content, which builds trust."

13. Conclusion and Takeaways

Justin concludes by reinforcing the necessity for law firms to embrace consistent, authentic content creation tailored to their target audience. He advises integrating media strategies seamlessly into the firm's operations, ensuring that content creation complements rather than disrupts daily workflows.

Justin Berry [104:39]: "Figure out how to create content consistently without the expense of changing your lifestyle. Focus on your everyday work and get comfortable being on camera."

Key Takeaways:

• Embrace New Media: Legacy media remains important, but new media platforms offer unparalleled opportunities for engagement and trust-building.
• Authenticity is Crucial: Genuine, relatable content fosters trust, essential for attracting and retaining clients.
• Strategic Team Building: Assemble a dedicated team to manage media efforts, allowing law firm owners to focus on their expertise.
• Efficient Content Creation: Repurpose long-form content for multiple platforms to maximize reach without increasing workload.
• Active Engagement: Foster a community by actively responding to audience interactions, enhancing client relationships.
• Leverage Automation: Utilize tools to maintain consistent engagement without constant manual effort.
• Focus on Engagement Metrics: Prioritize watch hours and engagement over vanity metrics to gauge true media effectiveness.
• Consistency is Key: Maintain a steady stream of content to stay relevant and build lasting client relationships.

Notable Quotes:

• Justin Berry [01:56]: "Legacy media is never going to be gone because they're still extremely important... but you have to dive into these new areas of media to reach the masses."
• Justin Berry [03:02]: "One thing that a billboard can't do, that new media can, is build trust."
• Justin Berry [07:05]: "There's the celebrity, the influencer, the personalities, and the creators. Each plays a unique role in content strategy."
• Justin Berry [20:07]: "Care more about your core values than the skill of the individual."
• Justin Berry [44:35]: "Social media is social first and then media. Engaging with your audience is crucial."
• Justin Berry [63:03]: "250,000 watch hours in the last 90 days—people are spending significant time with our content, which builds trust."
• Justin Berry [104:39]: "Figure out how to create content consistently without the expense of changing your lifestyle. Focus on your everyday work and get comfortable being on camera."

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This comprehensive summary encapsulates the essence of the conversation between Tyson Mutrux and Justin Berry, offering valuable insights and practical strategies for law firm owners navigating the dynamic media landscape to enhance client engagement and business growth.

Transcript

[Tyson Mutrix]

This is Maximum Lawyer with your host, Tyson Mutrix.

[Justin Berry]

This week, I'm joined by Justin Berry, the creative genius behind Ryan Pineda's billion views online and a proven expert in building powerful personal brands. In this episode, Justin shares quite a bit with me, but he focuses mostly on how law firm owners can elevate their own practices by applying the principles that have driven massive success in other industries, including the formula Justin used to help Ryan Pineda achieve a billion views online and how you can apply it to your firm. We talk about a lot of different things, including authenticity and personality and how those are the ultimate trust builders and how to create impactful content consistently without overhauling your daily routine. Get ready to take some notes on this one. This has got a lot of information that you're going to want to write down. You don't want to miss this one. Let's dive in with Justin Berry on Maximum Lawyer.

[Unknown Host]

Hey, Justin, welcome to the show.

[Tyson Mutrix]

Oh, man. Thank you for having me, man. Appreciate it.

[Unknown Host]

Yeah, it's good. It's good having you. It's. We're sitting here in Vegas and I was kind of chatting about your. Your Braves hat. I was. I was about to give you some crap because I'm a Cardinals fan, but.

[Tyson Mutrix]

Yeah, yeah, no, you know, I get that all the time. People with my different hats on. I always tell people it's just a crown for me, so I got different crowns I wear, but I go, you know, I'm a socks fan, you know, you know, sometimes, sad to say, but I'm a socks fan. And then I have every hat, so I hats to match the fit.

[Unknown Host]

So white socks or Red Sox?

[Tyson Mutrix]

White socks.

[Unknown Host]

White socks.

[Tyson Mutrix]

Yeah. There's only one sock.

[Unknown Host]

That is sad.

[Tyson Mutrix]

That is sad. Yeah, it's unfortunate. Yeah.

[Unknown Host]

But so we were just kind of chatting about, like, new media versus old media and because we're talking about the election a little bit. Like, what. What do you. Legacy media like, you know, the. All the. The cable news networks, like what. What do you think they're thinking right now about their future?

[Tyson Mutrix]

Yeah, you know, we're seeing. We're seeing quite a bit of, like a change in media in general. And so legacy media is. They're. They're never going to be gone because they're still important. They're still extremely important. And when you consider the election, you got to think the people that watch legacy media, those talks, those shows and during the day, the cable tv, those are the main people that go out and vote. That's the older generation that's at home most of them retired. Right. I guess they're watching cable TV in that way. So they're not. It's not obsolete where it's got to go away. But I think what we're seeing now, especially what we saw with campaign, you're going to have to dive into these other areas of media more. You know, the new form of media. Is that what I always call it? Because it's just there's no way around it now to reach masses, you have to get on certain people's platforms and really be able to do that successfully.

[Unknown Host]

How do you think that's going to affect like. Like you see, like, injury, lawyer advertising, things like that. How do you think it's going to affect that type of advertising and those types of firms that have relied on like, billboards and TV for so long.

[Tyson Mutrix]

Yeah. I mean, I even see it here in Vegas. Right. Like, there's a certain level of lawyer that you see on every billboard. Right. Every time. And you got to think, you know, they can. We can add up how many people pass that every day. Whereas, you know, someone like yourself that's doing a new form of media, a newer form of media and other types of media, you get. You get millions of views from one video and people can find out about you in that way. I think one thing that a billboard can't do, that this new form of media can do, is build trust. Sure. And so while I'm looking at your sign and you got a little catchy phrase on it, I that's cool. It caught my attention as I'm driving or as I'm walking past it, but I don't know anything about you. And so it's these type of conversation pieces, and I've seen it in every business now, that can really propel your growth in that way.

[Unknown Host]

It's a really good point. And I've always wondered how effective really billboards are. I worked early on in my career for what I call a billboard firm, and I always said, you put up billboards, you're going to get billboard clients because you're just. I'm not going to go hire a lawyer based on billboard. I'm just not going to. But if you look at. To your point, like, look at the. The big Joe Rogan interview with Donald Trump and J.D. vance. They went on that interview and they. People really got to know them. I think most people know who Trump is at this point.

[Tyson Mutrix]

Right.

[Unknown Host]

But then you got like his running mate that goes on there, and you compare that to, you know, the Kamala Harrison and Walls like, they didn't, you know, and so I. It's a really good point about really getting to know the person.

[Tyson Mutrix]

Yeah. I mean, really break that down. Right. So if you look at what happened, The Joe Rogan YouTube, let's say, just. Just the YouTube video, 60 million views, right? Incredible. Six million views, right? You go to, you know, and what he did was with Joe, you sit down for hours, right? Like this.

[Unknown Host]

Three hours.

[Tyson Mutrix]

Like, that's how those. Those interviews are long. So he even did flagrant, too, which he did.

[Unknown Host]

Yes.

[Tyson Mutrix]

Comedic podcast, right?

[Unknown Host]

Yes.

[Tyson Mutrix]

Yeah. Sat down with them for, I think, two hours or something. And so, yo, even in that. Even in that interview, because I watched that full thing, because I was like, why is he. Like, there's some type of strategy behind it.

[Unknown Host]

That was a wild interview. I watched that one, too.

[Tyson Mutrix]

But you know, what it did for the young men, right, that watch that type of. That type of content, what it did for them is, see, I got to see Trump differently. Sure, right. You got to see. We always knew he had a personality. He's witty. Right. He's sharp in those type of ways. He knows how to conduct himself to be able to catch your attention. Right. That's what he's good at. But I also watched him be a little bit more human with kind of, like, kind of tearing down the shield with comedians. Right? Like, it didn't feel like, I got you interview. So he can. He can do that. But that's what these conversations do. That's what podcasting does. That's what, you know, these type of formats do. They kind of break down that wall so that now you get to actually meet Justin and you get to actually meet, like, the whole thing. This is how it goes. And so I really found it interesting that on, you know, Kamala side, because truthfully, I'm not political at all. Right. I vote for whatever makes the most sense. I'm with you and my family. Yeah, absolutely. Right. And so when I looked at both parties, I was like, man. Like, hers felt like she only gave him an hour. It felt like super, like, talking point. Like, I got these dialed in, I'm gonna say. And so I was like, yeah, like, you. You guys are missing it, the new media part of it. Like, you can't treat new media like legacy media and have your talking points out and almost rehearsed. Right, Right. You have to kind of open up and be authentic to who you are so that we can read through that. And that's what's great about the video.

[Unknown Host]

So you have. So you Have. I mean, podcasting has been around a while now. It was funny because it, I mean, I remember and I don't think most people realize this. It actually started in like, oh, five. And just. It didn't pick out, it didn't gain traction, like, till the 2010s. But it, it's. It's really caught on fire. But, like, not everyone, I don't think, is going to be able to do a podcast, right? There's a lot of them out there now. It's a lot. There's a lot of competition. And I wonder, is there a next thing? Like, podcasting was the next thing. Have you all kind of looked at the horizon to see, like, what is. Like, what's around the corner?

[Tyson Mutrix]

That's a great question. So let's just break down what we've seen so far. Right? So it went from celebrity, right? Which is the.

[Unknown Host]

Which it clearly had zero effect on this election, right?

[Tyson Mutrix]

Yeah, yeah, not at all. But celebrity and it's still a thing, right? You see, you see Denzel Washington in the airport, you're gonna go, oh, wow, that's Denzel. Yeah. Maybe I want a picture. Maybe I want autograph. Who knows, Right? I'll try it out. Right? That's a celebrity. But he has no influence on your decision making. He's just a celebrity. It was cool to meet him. Right, then you have the influencers, right? That's what we've seen in the last 15 years or so, right? The rise of the influencer. Those are individuals that can get in front of a camera, have enough charisma and personality and can communicate well enough to say things and do things that makes you think about wanting to do it.

[Unknown Host]

Like the Logan Paul's of the world.

[Tyson Mutrix]

Exactly.

[Unknown Host]

Mr. Beast.

[Tyson Mutrix]

Kim Kardashian.

[Unknown Host]

Kim Kardashian, yes.

[Tyson Mutrix]

They develop business from their influence. They. The celebrity had a talent, developed skill, honed that talent, became great at it. Whereas the influencer may not necessarily come in with this massive gift that they have, right. But knows how to be charismatic and communicate well enough to grow influence, right? So then you have the influencer. Then you have what I call the personalities, right? The personalities are your streamers, right? We saw Donald Trump do Aiden Ross. We saw him do like, they're. The difference between those is the streamers, right? And the personalities, they engage. Yeah, Right. So celebrity, no engagement whatsoever. The mystique is what makes them the celebrity, right? You don't know anything about them. The influencer. You can see their life on the, on the screen, but you're not necessarily Engaging a ton with them. Right.

[Unknown Host]

Like you might be almost like the billboard.

[Tyson Mutrix]

Exactly.

[Unknown Host]

Interesting.

[Tyson Mutrix]

You might be commenting, but you're not necessarily. You're hoping they say something back. Right?

[Unknown Host]

Yeah.

[Tyson Mutrix]

Then you got the personalities. That's like I'm, I'm in the room with you almost. Right. They're reading the chat as we're talking.

[Unknown Host]

Right.

[Tyson Mutrix]

It makes a big difference, all those type of things. Right. But then I always say everybody else that does create something are just creators. Right? Right.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So like myself, I'm not a streamer, I'm not a celebrity, I'm not an influencer, I'm just a creator. All right? So I can make content, I can do, so I can speak on stages, I can do all these different things to create the content for you to intake. But I'm not necessarily in the chat trying to see what everybody has to say. I'm not a celebrity and I'm not like, I don't consider myself an influencer. I'm not trying to sway people to a certain thing. Right. So there's those, those and those creators fall and that's education, that's entertainment, that's all those other pieces around it. So when you talk about like the evolution and what we're seeing happen next, there's going to become a point where that influencers creed and ability to actually make change or move people in a way. They're going to have to get more engaging. They're going to have to.

[Unknown Host]

You just kind of exploded my brain because it's, it's, it's something then because I'm thinking about like how lawyers are going to have to start marketing.

[Tyson Mutrix]

Right.

[Unknown Host]

And I mean, are you saying that they're going to have to start to be that, that streamer type that. Did you call the person, what'd you call them again?

[Tyson Mutrix]

I call them personalities.

[Unknown Host]

Like so. And if they're gonna have to be the personality, that's a lot of, lot of work. So that means they're gonna have to have the worker bees behind the scenes to do all the work.

[Tyson Mutrix]

Exactly.

[Unknown Host]

Right. Is that, is that kind of what you're saying?

[Tyson Mutrix]

It's gonna have to be a build out. Right. So like you're, it's going to take more than just your expertise, Right. Like where you have the knowledge. If you're also going to be the face, you better get somebody else with knowledge behind you. Right?

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right. It's like, it's when you hire your coo, right? It's when you hire your producer, it's when you hire Your pr, it's when you hire all those pieces to implement for you. Right. The operators. But that face is going to have to be the driving force. I did a workshop yesterday. We did a workshop. We had about 75 people at the workshop, and they're just coming to learn from.

[Unknown Host]

Is it here in Vegas?

[Tyson Mutrix]

Here in Vegas, Yep. And one of the things that I spoke about, because I always get the question, hey, I have a brand and a product, do I put my face on it?

[Unknown Host]

Well, that is so that's. It's funny because with lawyers, especially if you're the face or if you're the name, you name the firm after you, the client wants to hire you.

[Tyson Mutrix]

Right.

[Unknown Host]

You know, so that's a. That's an issue.

[Tyson Mutrix]

Yeah, it's a. And so if you. If you also, like, if you have a team already and you're not empowering that team. Yeah, right. Then you're always going to be in the work. Right. And they're not going to be as valuable as they should be. Right. So there's different. There's different things that you got to kind of focus on in this new phase of what people are doing in their business, especially for lawyers and other entrepreneurs. Because, like, for instance, you know, I work with Ryan Pineda. Right. You have no idea what I do, who I am. And most people that actually do know now what I do, it's only because he co signed it. Yeah, right. I've always been behind the camera. I've always been, you know, focused on helping build a brand versus actually speaking about it.

[Unknown Host]

But your role is integral, though, because you know how it all works, right? Yeah.

[Tyson Mutrix]

Right. And those are the individuals that, like, if they can communicate well enough, if they can actually, you know, find a way to educate, will assist most in the faces business. Yeah, right. So it's like, yeah, Ryan, I'm here and we. And we roll, and I'm gonna make sure your brand keeps growing and we're gonna keep doing what we're doing. But you shouldn't have to answer the questions about the content all the time. Right. They should be coming to you for real estate and business advice. Right. The big ticket stuff. Right. That's what they should be coming for. Let me take on what's happening in the. In the content space, in the media world.

[Unknown Host]

So let's dig into this a little bit more because I think this might help lawyers, like, find their COO types.

[Tyson Mutrix]

Right.

[Unknown Host]

So how did you get connected with Ryan? Like. Like, what was your background?

[Tyson Mutrix]

That's awesome. So I originally was Moving to Vegas. I moved to Vegas in 2018. The original plan was to start with the Metro Police Department.

[Unknown Host]

No, wait. Okay. That's drastically different than we are now.

[Tyson Mutrix]

So I graduated from Valparaiso University in Indiana.

[Unknown Host]

Yeah.

[Tyson Mutrix]

With a criminology degree and a minor in psychology with the goal of becoming a police officer, hopefully making it to the federal level. My dad was a 30 year cop in Chicago. So that's where kind of the influence comes.

[Unknown Host]

Is that like about an hour from Chicago?

[Tyson Mutrix]

Yeah, yeah, yeah, yeah. So I would take that drive on the weekends, headed home. But that's what my plan was initially. And we had took the little money we had coming out of college and put our down payment on our apartment here. Yeah. And a week before we were set to move. Move. I tore my patella tendon in my knee.

[Unknown Host]

How'd you do it?

[Tyson Mutrix]

Playing ball, of course. Like, I was trying to stay in shape, trying to get runs in for.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Getting ready for this academy. I was planning to. I started the academy in two weeks from that move. And so the plan was to just be ready, stay active, and do it. So it was like, hey, I got one more go around with my guys back home. Before I moved.

[Unknown Host]

It was the last one.

[Tyson Mutrix]

It was the last one, last run. And so a week before we were set to, to drive, travel across the country, we. I tore that patella to the complete rupture. I remember when it happened, I, I, it didn't hurt.

[Unknown Host]

Oh, interesting.

[Tyson Mutrix]

And so I was like, okay, this isn't good, right?

[Unknown Host]

Yeah. Oh, yeah. But you don't have the pain. That's probably.

[Tyson Mutrix]

I play ball. So I'm like, I've seen enough people, like tearing acl and it's like, it's painful. Like they, they, they're screaming. And I was like, I don't feel a thing. And so I knew my body was immediately in shock. I knew that the way I looked at my knee, I could definitely tell that it wasn't good. And so I was like, okay, this isn't, this is gonna put me down for a little bit. Had to stay two weeks back for surgery. Me and the wife prayed about it, went to sleep, woke up, and she. I was like, I'm still hearing that. We should go. Yeah. So she took that trip herself, drove back down, had our stuff in our car. She drove it herself all the way across country.

[Unknown Host]

So what'd you do?

[Tyson Mutrix]

Moved in. I had to stay back for surgery. I sat and watched her on my Find My app, go across the country.

[Unknown Host]

Any kids at the time.

[Tyson Mutrix]

A One year old.

[Unknown Host]

Oh, she had. So she had the one year old.

[Tyson Mutrix]

So she didn't take the one year old. The one year old staying with the grandparents. And then after a week after my surgery, I flew. I took that leg, that straight leg, I put it across the aisle in the airplane and flew across with the one year old and the grandparents.

[Unknown Host]

Wow.

[Tyson Mutrix]

That's what led us to Vegas.

[Unknown Host]

Okay, so you get to Vegas. I mean, did you give up on the dream at that point, or did you say, I'm still going to become an officer?

[Tyson Mutrix]

My plan was still to become. Become an officer. And so the doctor told me that I wouldn't be able to run for a year. And I said, doc, you don't know me. Yeah, you're crazy. So three months I was working again. I started with the armored truck company. I couldn't even run or jump or anything like that. So I would. I would wait till they all went inside the building and up the stairs, and then I would go up the stairs because I had to go one at a time. So I did stuff so they wouldn't see it. And that was kind of how I rehabbed as well. It was like, I can go rehab in the gym with somebody that's gonna, like, keep me here because I'm paying for it, or I can know. I know what I gotta do. So I kind of did that myself and started with the armored truck because it was like the closest thing that was always the next step for people with police.

[Unknown Host]

Oh, really?

[Tyson Mutrix]

You go to armor truck, you learn how to use your weapon, and you learn how to lose the fear of being out in the streets in a dangerous type of position.

[Unknown Host]

It makes sense. I never thought. I never thought about that.

[Tyson Mutrix]

Yeah, Armor trucks are like the gateway to police. Police. Or if you're military, it's like, all right, I'm out of the military now. I can't be police. I'm gonna go do that. So that's kind of how that works. So we. So I did that for a couple. For, I think, six months or so. And then I was serving at the local church is how I met Ryan, specifically. So I was serving at the local church and somebody came up to me and was like. I told him. I was like, hey, man, I wanna. I wanna get out of this job. I want to do something that I'm a little bit more passionate about. And he was like, well, this guy's looking for a podcast editor. And so I DM'd him.

[Unknown Host]

Like, did you have any background in podcasting?

[Tyson Mutrix]

No, not really.

[Unknown Host]

So, no, not really.

[Tyson Mutrix]

Like, I had done two podcasts before that.

[Unknown Host]

Okay.

[Tyson Mutrix]

But I had. It wasn't like, these were, like, friends. Like, it wasn't, like, a serious thing. And that was really the only experience I had. I just know me, like, if you give me an opportunity, I'm gonna make it. I'm gonna make it work.

[Unknown Host]

This is still back in 2018.

[Tyson Mutrix]

This was 2019.

[Unknown Host]

Okay.

[Tyson Mutrix]

So 2020.

[Unknown Host]

Okay, 2020.

[Tyson Mutrix]

Early 2020. And so we had that conversation with him, and he was like, so I DM Brian. And I was like, hey, you found your editor. Don't worry about looking for anybody else.

[Unknown Host]

Do you think he was gonna respond?

[Tyson Mutrix]

No, no. I didn't think he was gonna take a shot. I think he was even gonna see it. I'm like, maybe somebody on his team will see it. Because at the time, I think he had, like, a hundred thousand or something like that, 80 to 100,000 on there, so that he probably was see it. Sure. And I didn't have a full understanding of, like, influencer. Like. Yeah, I didn't really.

[Unknown Host]

That was early on in it.

[Tyson Mutrix]

Yeah.

[Unknown Host]

Like, that's so four years ago. So that. I guess it wasn't super early. It's, like, in the middle of it, right? Yeah. So. Yeah.

[Tyson Mutrix]

Yeah. And I didn't. I didn't know. Like, I know now that these guys actually read their dms, whether you all. Whether people believe it or not, they actually read them. So it's, like, interesting.

[Unknown Host]

I wouldn't have thought that either.

[Tyson Mutrix]

Oh, yeah, you wouldn't think so. But they're. They're. They. They're in it. They know business. Yeah. So I also reached back out to that friend. I was like, I knew somebody who knew him. Let him know that I want to. I want to come in and talk about that.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So he ended up calling me. I came in, we spent an hour, and we talked more about faith and family than the job. And so by the end of that conversation, he goes, hey, man, tell me what it is that you want to make. And so I think I said something that was like a thousand more dollars than what I was making.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And he said, yeah, so fast. I knew I messed up. Yeah. I knew right away I shot.

[Unknown Host]

What did you learn about valuing yourself in that conversation?

[Tyson Mutrix]

What it was is I had no. I had no, like, real experience. And when you go in, you're like, man, this is a real operation here. Like, this is a real thing. And he's trying to put together, and he's. And Ryan's the Type of guy. Like, he. He knows his vision, so it's, like, straightforward. I know what I'm trying to do here. This is what I want.

[Unknown Host]

Did he convey that in that interview? What did that as a job candidate? Like, what did that mean to you?

[Tyson Mutrix]

So, like, it's hard to get behind someone that doesn't know. You know what I mean?

[Unknown Host]

Yeah.

[Tyson Mutrix]

It was easy for me. One, the faith and family talk told me that we align on certain values. And so that means, like, I can see this becoming more than just me being a video editor.

[Unknown Host]

Yeah, Right.

[Tyson Mutrix]

Like, there's other ways that I can support this mission. But then him understanding is like, he was flat out, like, I want to be the most known house flipper on House flipper influencer, I guess you could say. All right. He was very clear on that. And so I was like, all right, I can help make that happen.

[Unknown Host]

So you had limited experience. How did you. How did you convey confidence? I mean, were you open about. Yeah, I got limited experience. Or were you just, you know, like, I'm gonna figure it out no matter what.

[Tyson Mutrix]

Yeah. And that's my mindset at everything. I'm gonna figure it out. Like, I'm always gonna figure it out. But for me, you know. You know, coming up, playing sports, for me, it was like, you always think you're the best on the court.

[Unknown Host]

Yeah, always.

[Tyson Mutrix]

Yeah. Like, I've never had.

[Unknown Host]

I can make that shot.

[Tyson Mutrix]

Yeah. Yeah. Every time I want the ball at the end of the game, I don't care what who I have on my team. Right. It doesn't matter who I'm going against or who I have on my team. I want the ball. And so it was like, I feel that way about anything that I'm trying to take on. It was like, yeah, I've heard of Drock with Gary Vee. I don't care. He ain't better than me. Right.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right. You know what I mean? So it's like, I could fit, you know, I'm going to work until I get it. And so I am great at it. And so that's how I. That's where the confidence comes from, I guess you could say.

[Unknown Host]

Sure.

[Tyson Mutrix]

I was like, no, I'm gonna be. I got you. Like, when you tell me what you want to do, we're gonna make it happen.

[Unknown Host]

What did that interview teach you about hiring one?

[Tyson Mutrix]

Care more about your core values than you actually do. The skill of the individual.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right. And I've seen it now 100 times. Right. Like, people that come in very highly skilled can do certain things at a high level, but their core values don't align with the business, and it just doesn't work.

[Unknown Host]

Yeah. So we look for. We call them peeps. So people have passion, energy, they can energize other people. They've got edge, they can execute. And the last P doesn't mean anything. It's just we wanted to create a word out of it. So we call them peeps. Otherwise they'd be called peas and it sound weird. So we have a certain mold that we're looking for when we're hiring attorneys and case managers, whatever. And so are there certain characteristics that you're looking for, too? I know you talk about the core values. The value part of it's important, but are there, like, certain characteristics that you're looking forward to that, you know?

[Tyson Mutrix]

Yeah, Well, a big piece is your faith, right. Like, well, it's not required. It will align. You will align better if you are a believer. Yeah, right. I watched that, too. Like, our office kind of shifted and changed. Right? Where. Where that value became higher priority. And we, who you bring in, then you see, like, you got people that like to be around each other. They're excited to come to work. Right. They're excited to work together to figure out how to solve an issue or solve a problem. Right. A new product comes out and everybody's excited about it because of the amount of people that it can help. Right. Like, your values are going to determine how much effort you're actually going to put into it.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Versus the guy that comes in. It's like really high skill and money motivated. Right. And it's like. Yeah, well, when you feel like you're not getting the attention or the money that you want, how much effort are you going to put into helping our clients and our community? Right. Like, it probably won't. And so that's where I learned. I learned that from him. Like, like certain questions to ask first. Like, just be up front.

[Unknown Host]

Right. I was going to ask you, like, how do you figure that stuff out? Like, what are some of those questions?

[Tyson Mutrix]

So, for instance, like, if I'm. If I'm interviewing, like, people that I've hired, you know, I go, are you married? Do you have kids? All right. What's your thoughts about, you know, these things? Like, you want to. Are you planning to. Right. Like, all those things first, like, what's the standard as a man? Right. What do you believe a man is?

[Unknown Host]

Interesting. Okay, so you're like, you're getting deep with it.

[Tyson Mutrix]

Yeah, I want to know. I want to Know, because I want. Because you gotta think like in a. In a startup company, in an industry, like, especially these. These niche industries, even for lawyers, like, you're gonna spend a lot of time with that individual. Right. And I want to be able to stand next to you and know that you didn't insult or hurt anybody else that's in this room.

[Unknown Host]

Yeah.

[Tyson Mutrix]

All right. Because, you know, show me your friends, I'll show you your future. Right. And so if that's the case, I got it. We got to be kind of on one accord here and represent in a certain light, especially for people to trust us. Because again, influencing and having a business like that, it's all about no like. And trust always.

[Unknown Host]

It's never.

[Tyson Mutrix]

It's.

[Unknown Host]

It's never changed. Right.

[Tyson Mutrix]

I can get you to know me.

[Unknown Host]

Yep.

[Tyson Mutrix]

I can make my best attempt at getting you to like me. But at the end of the day, are you truly going to trust me? And. And with trust comes that support that you need to help your business grow. And so I want to be able to stand next to individuals that are like that. Right. Like, the majority of. Of our office goes to the same church. And it wasn't like you got to go. Right. It was, I'm assuming, get led that way.

[Unknown Host]

You didn't hire all the people from your church, so. Yeah. So they kind of, like, bought into the culture. Hey, let's check out this church thing.

[Tyson Mutrix]

Exactly, exactly. So it's important. That's a big one for us. I think when I speak to other business owners and things like that, one of the big ones that they have, that I've heard a lot from owners, is they really want to be sure that you're more intrigued with how you're going to assist the next person versus yourself. And so, you know, well, that's already, you know, a servant mindset. You also got to be able to have that grit. Right. Like, don't, you know, don't let up. Right. Like some. You never heard a no before, right? Yeah, I know those type of mindsets that you need to have to be able to prepare.

[Unknown Host]

Have you made any bad hires?

[Tyson Mutrix]

Yes.

[Unknown Host]

Like, what would the. Is there like a ribbon that you can kind of figure out what was like, the common trend or thread between all of them?

[Tyson Mutrix]

You know, what. For bad hire, specifically, like, what I've seen and truly, I haven't made many, but, you know, there's a few that I can think of specifically. But what. What I saw in them was after achieving success, things change. And that's just a character flaw. Right. So, for instance, you know, we start seeing really, like, videos, really perform really well on our end from the media side, and money's flowing, and then all of a sudden, it's the conversations change to shift to where, like, you think that you're the reason.

[Unknown Host]

Oh, interesting. Yes.

[Tyson Mutrix]

Yeah. Yeah. Right.

[Unknown Host]

So it's that toxic employee trait.

[Tyson Mutrix]

Yeah, yeah. And it's. And it's funny. Right. So, like, one of the things that helps me actually promote myself is that I've done over a billion views produced. Right. Like, I've touched it with just Ryan. That doesn't even count everybody else. Right. I don't say that to say that I'm the reason.

[Unknown Host]

No, yeah.

[Tyson Mutrix]

We did this together. Right. We've done over a billion views. That's a lot of people. Whereas these individuals are like, you know, how's Ryan up there taking credit for what we've done? And I'm like, no, it's not how it works. Right. And I think that sometimes is a tough thing for. Especially when there's a face to a product, right. To a company, there's a face. Face. You got to remember that, like, they're here for him, they're not here for you.

[Unknown Host]

Sure.

[Tyson Mutrix]

All right. Like, he's going to get the first opportunity. He's going to get the first dimension. And it's like being the. It's like being the best on a. On a team. Right. Like, if the lakers lose, it's LeBron's fault. If they win, no matter who hit the last shot, it's LeBron's fault.

[Unknown Host]

Absolutely.

[Tyson Mutrix]

And that's just a part of it.

[Unknown Host]

Why didn't LeBron take that last shot?

[Tyson Mutrix]

Exactly. Right. And so I think what happens is that people see success that they've never seen before. It's hard to kind of understand it sometimes. And in media, it's hard to quantify it sometimes. Truly. And they begin to kind of, like, you know, they believe their own hype. You were a part of this. It's not. You weren't. It wasn't you.

[Unknown Host]

How would you say that that culture affects the quality of the work?

[Tyson Mutrix]

That's really good. What. It's contagious one. Right. That mindset is extremely contagious. Right. Where you talk to your. Your co worker about what you want. I need a new raise. I need more money. Like, how come he's driving that. We driving this and all those kind of things. It's contagious, and it starts to kind of bleed into other areas of the business. If you got people that communicate Right. Remember I said the businesses are people that like being around each other, so that can. That can change.

[Unknown Host]

And you go the other way too.

[Tyson Mutrix]

Right?

[Unknown Host]

So it can go to the positive or the negative.

[Tyson Mutrix]

Exactly. Right, exactly. So it does kind of shift culture, and then you get those individuals that's like. You can feel it on them. Right. And it's like, oh, man, what's wrong with you? Right. Like, what's important in that case? You know? And I say this to anybody. Get rid of them right away.

[Unknown Host]

That is something that we see people, they make that mistake, they hold on to way too long, and the. They don't realize that the damage is. Is being done on a daily, actually hourly basis. Because what they don't realize is that they're talking about you behind your back. They're talking about the owner behind their back. They're talking about the other employees behind their back. They're causing all this chaos. And you think, oh, it's no big deal.

[Tyson Mutrix]

I'm gonna.

[Unknown Host]

I'll put it off for a week or two. But you don't realize the damage is being done every single day to your. To your business. They're talking to clients. I mean, they're having a massive effect on you. You just don't see.

[Tyson Mutrix]

Yep. One of the biggest big pieces of advice Rya gave me when he made me, you know, producer and overall, the media, he goes, be. Be quick to fire, slow to hire. And I was like, yeah, you're right. I was like. But it was hard because I have relationships with the people. All of my hires were people that I had other relationships with. And so he goes, remember, like, you. You have to. You know, you got to trim the fat quick, but things get too heavy. And so I go, okay, all right. And one thing I trust, you know, you know, while Ryan's kind of like a leader in it and he may make mistakes, I trust his discernment, and I trust what he believes in for the future, because I've seen it work so many times.

[Unknown Host]

How did he figure all that out?

[Tyson Mutrix]

I think, you know, I think people in his shoes, there's a certain level of genius, right. In areas, but I also think it's just life experience, right? Like, he played, you know, minor league baseball, and he worked to get up to those big leagues and just knew was never able to actually do it right. And then in business, it's no different, Right. We see it on teams, and I think that's why we can kind of get along so well, because I saw it too. Like, I saw opportunities Go to people that shouldn't have got them.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And then I saw people take advantage of opportunities, and I was like, okay, right. Like, this is. This is kind of how it works. Then you see trial and error. You got that one teammate that's mad that you playing more. All right. But he's supposed to be your friend. All right? And you got to figure out how to navigate that relationship bounce a little bit. Right. So those are all things that, like that. That world really applies to how you operate businesses as well. And I think if people kind of took a step back and peel some layers back and looked at just life in general. Family. Right. You can see how some of those things apply to everything. Right.

[Unknown Host]

Like understanding. Like, there's a real power, like understanding where another person's coming from. It really is superpower. Because if you could understand that, you. You kind of understand, like, the human nature of things. Things.

[Tyson Mutrix]

It.

[Unknown Host]

It'll. It'll take you a long way.

[Tyson Mutrix]

Absolutely.

[Unknown Host]

I want to go back to the. The celebrity and then, you know, influencer, the personality, all that. How is that? When did you first identify that trend changing to that. More that personality type?

[Tyson Mutrix]

No, that's a great question. So 2021. I started to see a shift so early. Early.

[Unknown Host]

You're way around that.

[Tyson Mutrix]

Yeah. We started to see that change happening where Live video was. Was very important. I saw, like, you know, what you. What you always got to pay attention to is the platforms, when they add new features. Right. It means a lot to the platform. Right. So when Instagram ads live to it, and then YouTube follows up and adds a lot to it, and then you got Tick Tock, you got all these other platforms that are adding live features. Then you hear about Twitch starting to take off, and you hear about, you know, all these different platforms that are. That means something.

[Unknown Host]

So let's say. Okay, so with that, are there. Let's say. Let's use Instagram as an example. Like, do they reach out to the creators in advance and say, hey, we've got this feature coming, or do they get your feedback on it first? How does that work?

[Tyson Mutrix]

There's always a beta phase.

[Unknown Host]

Okay. And you will. And they come to the big influencers first, right?

[Tyson Mutrix]

Yep. They give them access to some of the features early on. Right. So like, for instance, probably a recent one. Let me not say recent. The one within the last year was YouTube added AB testing for thumbnails. All right. Where I could create two different thumbnails and they'll ab test it for me and they'll pick which one they believe is working the best. That was something that not every creator had early on.

[Unknown Host]

That's a hell of a feature.

[Tyson Mutrix]

And I could remember being like, come on, man, like, why not giving it to us? Right? And when we got it, I was like, yeah. And then I realized that we got it and everybody still didn't have it yet. I was like, okay. So they're rolling it out to certain.

[Unknown Host]

Things and then there's a huge advantage that's massive.

[Tyson Mutrix]

And that's kind of how it operates. Like the platform, before they roll it out completely and spend money on updating their server, they want to make sure that it's going to be something that we even want. Sure. But in that they know then, like, oh, we got something. Right. So when they add those new features, like, remember when Instagram went from just photo to video?

[Unknown Host]

Yeah.

[Tyson Mutrix]

They did that because they had to compete with the tick tocks of the world. And so it's like, all right, we gotta allow them to have more access.

[Unknown Host]

To YouTube, added shorts and stuff. They were keeping. Yeah, absolutely.

[Tyson Mutrix]

Trying to keep all the creators that only could take video or that, you know, that person that would manipulate that photo a little bit. Oh, yeah. It got a little harder. It got a little harder. I never thought about that.

[Unknown Host]

The fill. Yeah. The filters, you know, the video, you can't do that.

[Tyson Mutrix]

Can't do it as much. Yeah. But what did they do next? They added filters to the video. And so it just keeps snowballing into new things. And so that's how you can kind of stay up to date on what's. What's going on. Right. Like, and that's how I do it. Like, I've been trying to get Ryan to do live streams forever. He, for him, it's got to make sense business wise on whether or not he wants to commit to it.

[Unknown Host]

Because there's a massive time commitment.

[Tyson Mutrix]

It's a huge time.

[Unknown Host]

And that's what I'm worried about with lawyers is like, it's obviously an effective tool, but just you've got the. You've got court. Right. You've got it, you're signing up new clients on that's. So it's got to make. It got to make sense for the business.

[Tyson Mutrix]

Yeah. And I was just, you know, it's funny because I was tapped into down in Georgia, the YSL RICO case that was going on, Right? Yes. And I wasn't watching for that because I don't really care about that. But I wanted to see how the lawyers. Because they're becoming celebrity. Yeah. And I always think in these moments that can make or break a career for a lawyer. Right. Like, these guys are going to be like, you got to think about like Johnny Cochran, like that those, these moments make or break. Right. And so I was watching, I was like, everybody on defense did a live stream after they. I got out of court every day.

[Unknown Host]

Oh, I didn't know that.

[Tyson Mutrix]

Now, Mike, it was the longest court case in Georgia history as they're still going. Right. Like, but after every day in court, they did a live on Instagram.

[Unknown Host]

I didn't know that.

[Tyson Mutrix]

Right. Because of the growth of celebrity, you start to know Brian Steele's face now.

[Unknown Host]

Well, and that's a risky thing too, because, like, we have certain things we.

[Tyson Mutrix]

Can and can't say, but who knows better than you?

[Unknown Host]

Yeah.

[Tyson Mutrix]

So it's, it's really interesting to see, like, and it's going to play a huge part. Like, there's going to be some, some changes that they're gonna have to make to be able to really kind of separate themselves from just the average.

[Unknown Host]

Yeah. Well, how do you deal with. So we talked about new features, but what about new platforms? So you said that once Twitch started becoming popular, I'm guessing you all weren't doing anything on Twitch. Like, how do you avoid. From following the bouncing ball. We're like, oh, it's a shiny object. I'm gonna go do that thing. Cause there was that. I can't remember the name of the platform where it was just, it was just audio only. Remember?

[Tyson Mutrix]

It was like, yeah, clubhouse.

[Unknown Host]

And I, the moment I saw it. That looks stupid. I was like, that's not gonna, that's not gonna go anywhere. It seems like it's, it may still be around.

[Tyson Mutrix]

I don't know.

[Unknown Host]

It's not very popular anymore. But like, how do you avoid something like that where you invest in a new platform and it not go anywhere?

[Tyson Mutrix]

I don't. So I'm a believer of do it all.

[Unknown Host]

Okay. And that's. That. That was part of my question is like, do you just do it all?

[Tyson Mutrix]

I believe do it all because you gotta think there were some individuals, like a lot of, especially my age and up, thought TikTok was stupid.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Was like, don't get on this platform. It's for kids.

[Unknown Host]

I was, I was. I. I wouldn't say I thought it was stupid. I was one of those people that was like, I don't get it.

[Tyson Mutrix]

It won't benefit me at all.

[Unknown Host]

Yeah, it's, it's, it's right. Because it's so addictive. Too. Like, I actually don't get on it because I, It's.

[Tyson Mutrix]

I. If you're a consumer, it's dangerous.

[Unknown Host]

Yeah, it's. It's dangerous.

[Tyson Mutrix]

But even as a producer of content, I was like, I don't know if this is worth it. Like, these kids aren't buying real estate for the niche that I'm a part of. Right. Like, they're not, you know, I mean, so it's like, why should we do that now? Ryan has over a million followers on TikTok. What that did for us, though, is just validity in certain rooms. Right. And it does get eyes. Right. And so stuff does happen. But if we wouldn't have never taken the chance on that.

[Unknown Host]

Yeah.

[Tyson Mutrix]

That's million followers that we don't.

[Unknown Host]

Okay, so here's a question I have with that, because there's a. I'd say a debate either internally with people in general or they're, you know, vocalizing it. But there's the idea that I can get a million views or a million followers. But does that lead to clients? Right. So how do you connect the dot between and. Or making money for girls business. Right. So how do you connect the dot between. I'm getting the views, I'm getting the followers, I'm getting business. Yeah.

[Tyson Mutrix]

Well, here's what I was gonna say next, even to the last question you asked about should I jump to jump and be on all the platforms.

[Unknown Host]

Yeah.

[Tyson Mutrix]

The reason why I say do all of them, because there are efficient ways where you do it doesn't take you any more work to be on all of them. Right, Right. So our tick tock content was never made for TikTok.

[Unknown Host]

It was just made.

[Tyson Mutrix]

It was. It was made for YouTube.

[Unknown Host]

It was.

[Tyson Mutrix]

Okay.

[Unknown Host]

It's for YouTube.

[Tyson Mutrix]

All right. Because I know that YouTube are our clients.

[Unknown Host]

Okay. Now I want to make sure. Because, you know, attorneys like to get into the detail. So I'm sure listeners are like, oh, well, did you turn the camera sideways? Was it. Was it a portrait mode? So would you. Were you talking about for shorts or was it more for YouTube? The. Just the.

[Tyson Mutrix]

Like.

[Unknown Host]

So you have the horizontal view and then you convert those into.

[Tyson Mutrix]

So let's run through the process. Right. We film. Let's say he's filming a direct to camera video. Right. And for those that don't know, direct to camera is me looking directly, directly into the lens and saying what I want to say. Right.

[Unknown Host]

I barely do that. I hardly ever do that.

[Tyson Mutrix]

Yeah, most people get uncomfortable because it is awkward. I'm looking into this.

[Unknown Host]

Zero problem I usually just look at the guest.

[Tyson Mutrix]

Yeah, right. But that's what those type of videos are. We were filming those type of videos wide enough to go on YouTube. Correct. Right. That's that 16 by 9 landscape. Right. But when we cut those, we film it wide enough to be able to cut it so that it's framed vertical. Right. So where I can go get, you know, 10,000 views on YouTube on a video or more. Right. I can also put that on Instagram real and get another hundred thousand, which also goes to Tick Tock and gives me another, you know, 300,000, which then I can take, transcribe, take parts of the transcription, put it in the AI chatgpt and ask it to write this post so that it is optimized for LinkedIn. And now I have a LinkedIn post that's going to go out and do it. Right. I can take that same transcription and do a vlog. Yeah, Actual blog where it's written out and it discusses it with just a picture of that image of a still shot of the video that we had. Incredible. Right? I can. So now I'm touching every single platform.

[Unknown Host]

Do you have this automated. Do you have an automated process where you kind of use like Zappy or something like that where you just like plug it in and like with the CH chat GPT stuff? Right. So you like, do you have it set up or it's like that. That efficient?

[Tyson Mutrix]

So we just have a staff of four people. Yeah, everybody's responsible for something. Okay. All right. And I developed a system that flows so that it's never out of order and it works together.

[Unknown Host]

Oh, cool.

[Tyson Mutrix]

Right. And so if my editor of my YouTube video is complete, he knows who to assign next for HBA to start the process for the next, whether it's a short or, you know, fill in the blank. But that's how we. We kind of developed that system. So it's no more work to Ryan to be on every single platform, which is why I was like, do them all.

[Unknown Host]

That's nice. So what do you. And I don't know if you mentioned this, but like, what are you using? Is there like a specific platform that you can plug this stuff into that it pushes it out.

[Tyson Mutrix]

So our project manager. No, we don't. So that's posting you're referring to like action. Yeah. So I don't believe. I believe in posting organic on everything.

[Unknown Host]

Okay.

[Tyson Mutrix]

Here's why. The platforms are created and they are valued by how much time you actually spend on it. So if I use a third party to actually Just post out. That's no time spent on the app. And you better believe there's some type of AI system that alerts.

[Unknown Host]

Oh, that's wild.

[Tyson Mutrix]

So if you're. If you're a creator right now you're curious of why, like, you've been using, like, Monday or one of the apps that can push stuff out and you're trying to. You're kind of curious on why, like, my videos have, like, tanked since I started doing that. It's because you're using that third party and you're not spending actual time on the app.

[Unknown Host]

So would it make sense, let's say you're a lawyer, kind of just kind of starting out. Would it make sense, like, to pay some kid to kind of hang out on your freaking social media profiles?

[Tyson Mutrix]

Absolutely. There's a college student right now that's in school to become exactly what you're doing right now that would love to get insight on what people are asking, people are saying. And also on those videos, not only that, they get to intake your information by watching the videos every day. So a lot of our early hires were creators that were also interested in real estate.

[Unknown Host]

Ah, this is a great idea because I. I could hire law students that have an interest in being injury lawyers and just say, like, hey, here's what I want you to do. So while you're in law school, you're consuming my content.

[Tyson Mutrix]

You're doing it.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Making it straight on the side. Yeah. I have three clients right now. Three clients right now that I'm training a guy that's in a position to be just like what I am for Ryan. And everybody that they have hired have been from the local university or the local church, churches, where you can find service people that are knowing how to serve and want to serve people, but they also get professional grade stuff right away. Right. It's the only place that you get that. All right. Yeah. So you don't have to worry about, like, this. This camera guy already comes with skill.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Because he's doing it every single week. With professional grade level of camera work, it's a great place to hire somebody. But then they. For the individual, that's the content manager, that's the person that's posting. They may be responding to comments. We'll get to that too. Because a lot of people forget that social media is social first and then media, so they don't respond to anything. But that individual then understands like, oh, I'm actually wanting to know more about the niche, whatever the niche is. And so this is Giving me free information. I'm getting free courses. I'll leave our lead videographer with Ryan is just turned 18. We've had him since he was 15.

[Unknown Host]

You're kidding me. What?

[Tyson Mutrix]

We took him out of school.

[Unknown Host]

What?

[Tyson Mutrix]

He knew he wanted to be in the media space. His dad. I had a conversation with his dad, you know, rest in peace. His dad ended up passing away, but I had a conversation with his father and I was like, hey, he kind of knows what he wants to do. He's already. He quit his basketball team to film the basketball.

[Unknown Host]

That. And that is a such a powerful. If you can figure out what you want to be as early as possible.

[Tyson Mutrix]

I mean that's amazing.

[Unknown Host]

It's so great.

[Tyson Mutrix]

And I tell him all the time, if you're 21 and still doing this, I failed you.

[Unknown Host]

Wow.

[Tyson Mutrix]

It's a mistake on my end because you're seeing all of the wealth business and you got people. I mean he's filming with the Grant Cardone's of the world. Yeah. Right. So it's like yo, you, you're getting a lot of opportunities, you're learning a lot. Just make sure you're intaking that information while you're actually doing the job. But at, at 15, at 16, it's a great opportunity for a kid who also understands the platforms who's also on it anyway.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right.

[Unknown Host]

Live on it.

[Tyson Mutrix]

Yeah. And so they're, they're perfect hires for those situations. Especially if they're a little bit, you know, there's got to come. It's got to come with some maturity.

[Unknown Host]

Yeah, that's also a good point because like, like most kids aren't able to do that.

[Tyson Mutrix]

Which is why the church is a great place.

[Unknown Host]

Yeah. Yeah, you're right.

[Tyson Mutrix]

You.

[Unknown Host]

Yeah, that's really another good. Another good. The, the thing about the equipment though is I, I never thought about the equipment, the experience with the equipment because most churches, I don't know most. A lot of churches are equipped with all that, that professional equipment. Especially with. They stream a lot of their sermons.

[Tyson Mutrix]

Exactly.

[Unknown Host]

And all that. So it's, it is, it's, it's. It's pretty advanced stuff.

[Tyson Mutrix]

Absolutely.

[Unknown Host]

That is, that's pretty cool.

[Tyson Mutrix]

Absolutely. I really got the opportunity to hone my skill with city like Las Vegas Pastor J. Michaves Church where I came in with some camera skill. Right. Like I had, I was filming weddings and all that other kind of stuff. But to really get into like the real details of the high level stuff and live streams and all that, I was able to take What I learned there over to Ryan and implement those things. So it really, it is extremely useful. It's a great place to hire.

[Unknown Host]

That's awesome. So I'm gonna go to the social part you mentioned, and it's be more broad and you kind of go wherever you want with it. But you mentioned the social. I wonder, like, what is the recipe? Because you've got like, engagement's important. And I, to be honest with you, I find that to be the hardest part because I think we're busy. We're busy lawyers, right. And so you, you can get the post up, but then the comments and all, it's like, it can get exhausting and you can get distracted. Like, I think the part that I hate the most is going on. Then I will intentionally go on to try to comment just for that, for the engagement, and then I'm distracted by 20 other. But, but, but to back up though, like, what is like that recipe that we're looking at? And then you kind of go where.

[Tyson Mutrix]

Wherever you want. Yeah, yeah. So the. What's important is to find the most efficient way. And again, it should be the least amount of work for you. Try it. Whatever. The easiest way. So for instance, if you feel like every time you get on, you start to get concerned, consumed with it, then maybe set up some automation. Okay, Right. So for instance, every time somebody comments a certain thing on Ryan's page, you'll get a response. It's not him, but it's what he would say.

[Unknown Host]

Okay, all right.

[Tyson Mutrix]

Many chat is AI that's perfect for that.

[Unknown Host]

Mini chat.

[Tyson Mutrix]

It's called mini M A N Y.

[Unknown Host]

Okay.

[Tyson Mutrix]

Chat. It's a perfect AI you can. I mean, it's got automations all up and through it. For instance, somebody comments podcast on Ryan's post, they'll get a DM of the most recent podcast.

[Unknown Host]

Oh, so it's not just like some generic one. It's like the most recent.

[Tyson Mutrix]

Most recent. Hey, check this video out. You're gonna love it. Right? So if you notice, we'll set it up where his story says DME Podcast or comment Podcast. If you want to see the full.

[Unknown Host]

That's even better.

[Tyson Mutrix]

That's we're leading you where we want you to go so he doesn't have to try to send the video out to everybody. Right.

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[Tyson Mutrix]

You know, content would be a word, a key word for me. You say something with content in it. I mean there's a couple of automations that could fire off. Right? It could be, hey, if you're interested in learning more, I can help you with that.

[Unknown Host]

Sure.

[Tyson Mutrix]

Hey, hey, what's some questions that you have about it? Right. It's to spark the engagement. Right. And that's what keeps it going. Now that type of third party is designed and in partnership with the platform so you don't have to worry about it hurting your engagement. Whereas other things may hurt. Right. GoHighLevel is another really extremely good like service that can implement those automations and those automations are all throughout the business. Yeah, because you can't, you can't, you don't have, it's not enough time in the day for you to do the job and do that part of the business. So yeah, you definitely want to do that. And what I was referring to when I said people forget the social part is you got people commenting on your stuff that you're not responding to all the time. All the time. All right, I'm guilty of it too. Yeah, right. And what happens is, is you're not actually creating a community when that takes place. Whereas when you can comment, when somebody says something to you, especially if they like something, even if they don't like it, they just want to hear from you. Yeah, right. Even the hate is really just love.

[Unknown Host]

Yeah. Somebody told me they said that every time, even if someone comments on something that's native. They'll say, yeah, I agree. But they won't say, but they'll say, yes, I agree. And. And they'll say like, so it's like, even if they disagree, I found it an interesting way of approaching it.

[Tyson Mutrix]

Yeah. Yeah. And so these are. These are ways so that people forget that if you're in a social setting in person, all right, and someone came up to you or somebody said, I like those shoes, man. You just look at them.

[Unknown Host]

Oh, yeah. And then you're like, okay, I'm not gonna comment. I'm not gonna compliment you.

[Tyson Mutrix]

All right. It was weird. Yeah. What's up with him? Yeah, exactly. You know what I mean? Like, that's how that's gonna work. Well, that's what's happening to people on their platform. Somebody's coming, hey, I like what you said right there. And you're not responding. And they go, well on to the next person. Yeah. All right. I won't comment on this stuff anymore. It's like somebody saying happy Birthday, and you don't respond, Right?

[Unknown Host]

No, absolutely.

[Tyson Mutrix]

What's happening here? And so there's. It's just people have to remember the social part, especially in today's space, because it's over for the guy that can just, you know, speak well and look good and that's. That's done. We're seeing a brand new ship. Just this year, we're seeing. Saying a brand new shift of the. The guru is gone.

[Unknown Host]

Talk more about that. Explain, like, and why is that?

[Tyson Mutrix]

So from 2021 to 2023, it was. It was possible for anybody that had some type of motion of business to go on a platform and sell education.

[Unknown Host]

Yeah. And we're seeing that. So it's like in every industry, like, it's bad with lawyers. Everyone's a freaking coach. It's. It's crazy.

[Tyson Mutrix]

Yep. Well, a lot of them are struggling. One, selling high ticket in the economy that we're experiencing is difficult.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Two, you all don't even have the right track record to even be able to teach me. Right. So, like, I'll tell. I'll tell you all the time, like, if you're coming to me to learn how to go viral, I'm gonna send you somewhere else. I'm gonna send you to somebody else. That's not what I'm teaching you. All right? I'm gonna help you figure out how to generate. Create a community that's going to generate you revenue in the business. I'm not here to help you get views. I go, I can get 2,000 views and convert 10%. And we're doing great. Right. That's how I see it. I go, so if you want to go get famous, be celebrity or be influencer, then probably seek somebody that's going to go.

[Unknown Host]

Things that don't work anymore.

[Tyson Mutrix]

Yeah. It's going to take you a little minute and you got to figure it out.

[Unknown Host]

It's more of an ego play.

[Tyson Mutrix]

Whereas I'm going to look at the individual's track record. What have you done in your business? Because that's what's most important. That's what I want to tell everybody. Yeah, right. How many, how many, how many wins have you had? You know, how many, how many cases have you got? Like, that's what I want to know. So that then when we make the content, it's based on the truth. And that way the creed is there, the relevance is there. Like, people understand who you are as an individual. Now the entertainment pieces we add is just going to be entertainment, but you're going to know in the back of your mind, he's a real deal. Yeah.

[Unknown Host]

How much do you balance the entertainment part like this? Like, if you have like a lawyer as a client, like, do you balance, like the serious with the funny stuff?

[Tyson Mutrix]

I see a lot of funny lawyers. Yeah. I would never hire them.

[Unknown Host]

That's okay. So I'm glad you said that because I, I'll be. I mean, and I was like, okay, well, maybe it's just one of those things like, I see because, you know, you'll see a successful person. And a lot of times people are like. And I'm not. My, my brain's not this way. But like, a lot of people are like, well, they're successful. I don't like them.

[Tyson Mutrix]

Right.

[Unknown Host]

But I've seen a lot of these successful lawyers that are on TikTok. Well, they're successful on TikTok. I don't know. I don't. I have no idea if they're a successful lawyer. I'm thinking like, I would never hire you. Like, that's like my initial reaction.

[Tyson Mutrix]

Yeah, yeah, yeah.

[Unknown Host]

So like, you're a non lawyer and you just have that. And that's like, think like, well, why? I don't know. It just. To me, that's where it doesn't compute.

[Tyson Mutrix]

Where.

[Unknown Host]

Yeah, you're entertaining on TikTok, but I would never hire as a lawyer. So there's a disconnect there.

[Tyson Mutrix]

Yeah. You have to, you have to look at what the niche is. Right. Whatever I need a lawyer for is too serious to be in here playing.

[Unknown Host]

Yeah.

[Tyson Mutrix]

I don't want somebody that's playing. Right, right. But there is an entertainment factor to the content. All right, so for instance, you can, let's say the best way possible legally can tell a story of a case you've had in the past.

[Unknown Host]

And we can do that all the time. We can, I can tell you about all my cases as long as I don't mention the client or enough details that you could identify.

[Tyson Mutrix]

Right? Yeah. So you can do that. And there are going to be some entertainment pieces to, to that and those are the pieces that I'm going to cut. But I'm also going to. A few clips later is also going to be the result and how you want it. Right, right. And I'm going to make sure that that stands out. Right. So it's like that's how I see, that's how I balance. Right. So for instance, I'm talking about Ryan because he's my most well known client, but Ryan's golf clips, a lot of time don't have a ton to do. It's not a lot of value every time. Yeah. Now there are certain clips where they're having conversation that is high value. Right. Because it's a golf course and that's where it happens.

[Unknown Host]

Sure.

[Tyson Mutrix]

I'm giving you both. You might see the swing at the beginning and then you might see, see the conversation. Right. So I'm making sure that even with his personality, you're also getting a lot of value. Yeah. And that's even for a lawyer. That's why that's important. Right. There's some conversations that you may be having with your team that will be extremely valuable to somebody that's trying to learn.

[Unknown Host]

So who's recording those conversations?

[Tyson Mutrix]

The 15 or 18 year old down. Okay.

[Unknown Host]

Yeah. So yes.

[Tyson Mutrix]

Or myself. If we're, A lot of times, if we're at a golf course or we're out of town, it's me because I travel with them everywhere. If it's local to Vegas, then I send the kid out.

[Unknown Host]

So would it make sense then to have, I guess, lawyers like, well, you know, and maybe not all the time, but like have someone like when we're going somewhere following us around, like recording us all the time.

[Tyson Mutrix]

Yeah. If you know that you're going somewhere, somewhere where there's going to be value to be given or you think like, hey, I know I'm gonna have a lot of conversations here. Yeah, it's great to have somebody there.

[Unknown Host]

And are you using like professional equipment when you're doing it? Or is it like a cell phone?

[Tyson Mutrix]

I switch up.

[Unknown Host]

Okay.

[Tyson Mutrix]

I do both.

[Unknown Host]

The iPhones are amazing.

[Tyson Mutrix]

I do both. Depending on where I want to put the piece.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So if I know that I need some content, you know, for that, that feels more organic and kind of raw, what people like in that way, then I'll pull out the phone. And then I also have a set setup that has an attachment so that a phone can sit on top of my camera.

[Unknown Host]

I like it.

[Tyson Mutrix]

And then that way I'm catching the clean, professional level kind of great footage. And then I also could press record on that kind of a gimbal.

[Unknown Host]

Is it like a.

[Tyson Mutrix]

It's not even a gimbal. I handle everything. I don't even use a gimbal because I don't want to carry all that equipment.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So it's just an attachment that goes on, like the hot shoe of the camera, and it allows for me to have both going. Yeah, it's pretty.

[Unknown Host]

Here's a question I've always had about the audio, too. Like, so you're. The iPhone does a pretty decent job of capturing audio, but, like, if you're using, like, a camera, professional camera, the audio is different. You usually have a mic or something. So let's say you're out on the golf course.

[Tyson Mutrix]

Right.

[Unknown Host]

How are you capturing the. Make sure you have good video and audio quality.

[Tyson Mutrix]

So usually Ryan wears a live mic.

[Unknown Host]

So he's wearing. He's wearing.

[Tyson Mutrix]

Okay, he's wearing a live mic. And then I have a. Also have a hot shoe mic. So if he's talking to someone, I need to catch both. I'll click that live off. Yeah. But if he's. If it's just him and I want to capture stuff that he's saying to people, then I'll make sure that their live catches.

[Unknown Host]

So they're like, there's production to this.

[Tyson Mutrix]

Oh, yeah, yeah. There's always going to be some level of production. Right. Which is why it's great to have someone else there. Like, if he had to do it himself, it'd be a disaster. Right. But because there's someone there that's. I'm not playing the game.

[Unknown Host]

Right.

[Tyson Mutrix]

Right. And I'm actually paying attention to what's going on. I know exactly what I'm hearing and go, okay, that'd be good. Good. Right. And some of that takes some training as well. Like, that's what I'm teaching when I'm coaching people is like, hey, you know, if he goes into this, make sure that you press and record. Sure. Don't just stand there and watch. Right. I had to show our guys that because we get all kind of people in there. It's people that they see online all the time. Right. And I'm like, don't get hung up on who it is. We need to get that filmed. Right, Right.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Make sure you're recording it.

[Unknown Host]

So walk me, if you don't mind doing this. But. So we have a lot of injury lawyers that are watching. We have a lot of different types of estate planning, you know, criminal defense. I'm an injury lawyer, so it's easier for me to kind of go through this route. So let's say you're. You're advising me. Here's how you should do this. Like, would you, like, walk me through, like, how we would. Like, like, how would you start. Like, how would we. What would.

[Tyson Mutrix]

What would.

[Unknown Host]

What sort of things are we looking to capture for people? Like, would you like to get the. The end goal for us would be get the most clients out of it.

[Tyson Mutrix]

Right. All right. So you make. You make this. There's a certain type of avatar that you make the most money with.

[Unknown Host]

Sure.

[Tyson Mutrix]

Tell me about that person.

[Unknown Host]

So we call her Mary Green. So she is a professional. She's a surgeon, is what she is actually insane. And she lives in Chesterfield, Missouri, which is a part of St. Louis, which is not too ritzy, but it's a nice area of St. Louis, of the greater St. Louis area. She's got a really good insurance policy. He drives a nice car. That's. That's generally. And we have many other types of clients, but that's the one that nets us the most money.

[Tyson Mutrix]

Okay, Now I want you to get into mine in her mindset. Okay. And I want you to tell me, what type of content does she watch? Oh, I know that's something that you've never thought about.

[Unknown Host]

I've never thought about that. That's interesting. That. Yeah, because I. It's.

[Tyson Mutrix]

It's.

[Unknown Host]

It's such an obvious question that it seems.

[Tyson Mutrix]

But it's.

[Unknown Host]

It's. So probably something similar to what from a professional standpoint? Probably something similar to what I would watch, but I'm a man. And so she. And she probably watches different videos, documentaries, maybe. She probably has limited time because she is a surgeon, because she's. She's probably watching, you know, videos in her spare time, probably on Netflix. Maybe some. I say maybe I'm thinking about, like, what my wife kind of watches too. Maybe some horror flicks.

[Tyson Mutrix]

You don't even have to answer. Yeah. What you just did was perfect. Yeah. Because we're going to create exactly what she watching.

[Unknown Host]

Oh, this is brilliant. Okay.

[Tyson Mutrix]

All right. What. I mean, yeah, yeah. Now that doesn't mean we're going to go do a documentary. Right. What that means is that we're going to show documentary style what you do.

[Unknown Host]

Okay.

[Tyson Mutrix]

All right, so let's see. You got to call today. What's your. What's your schedule look like?

[Unknown Host]

So today's all recording for the.

[Tyson Mutrix]

I know, I'm just. This is how I. Okay, so like this is just a type of thing. Let's say how I would coach. Right. So on Monday is the day that you do your call. Yep. Right. I go, who is. Let's see who we talking to this week? And I'll go, hey, is there anybody on this call list on your schedule that we can film? And if not, I'm still going to film you. We'll just take parts out that we can't use.

[Unknown Host]

So, like maybe at the desk and like you record me.

[Tyson Mutrix]

Exactly. Okay, got it. It's going to look like you don't even know I'm recording.

[Unknown Host]

Sure.

[Tyson Mutrix]

But don't worry about me. I'm just gonna be in the room. Right. So you may see me take this angle, you may see me move around. Once I piece that all together, it's gonna feel like a documentary.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So what that does is. And you don't know it, but you're being fed what you watch normally anyway. So if she's watching documentary style stuff like you mentioned, and you don't have any of it, she's not. They're not. The algorithm itself itself is not going to feed her your video. All right. For instance, if you don't like golf, you will never get the golf video that I'm talking about.

[Unknown Host]

Sure. Yeah.

[Tyson Mutrix]

All right. So that's kind of how you have to think. What is my customer, my supporter, I like to call them. I hate calling customers. But what does my supporter watch on the daily. What do they intake? And how can I create around that with the intention that the algorithm sends them my stuff? Right. Because if. If it starts to send it to her and she's already worked with you, it's gonna send it to other people like her. That will most likely work with you. Yeah.

[Unknown Host]

How do you deal with things like market segmentation? So, like, we get a lot of referrals from attorneys. Right. So and the, like, the attorney side of things, where we get cases, we almost kind of treat them like clients too, where, like we get market to those people. So but the content that Mary Greene might get is gonna be completely different from that other side. So how do you. I mean, is there a way of actually even doing that with the algorithms that would be even effective, or is that. Is that sort of like a lost cause where if you split some of the content towards the attorneys and a little bit towards Mary Green, you're gonna. You're gonna. You're gonna split it up so much that it's not gonna be effective?

[Tyson Mutrix]

No. So, and again, like, the. The way this. The way the algorithm works is you don't even see things, like, in order anyway. Yeah. Which is why you can do both. Yeah. You go on Instagram right now, through your feed, you're going to see stuff from an hour ago, two weeks ago, nine hours ago. Like, it's going to be all over the place, Which. Why quantity. For. For me, I always teach quantity. Right. Like, it's the most important piece for me because I'm getting more at bats.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right. So, yeah, it may split up some stuff for a little bit, but then it might start to work.

[Unknown Host]

Could you. Could you do something like, okay, Monday, Monday, Wednesday, Friday are. I'm a target, Mary Green.

[Tyson Mutrix]

Yeah.

[Unknown Host]

And the other days, I'm going to target the attorney.

[Tyson Mutrix]

You're good. You could create a schedule like that for yourself. Yeah. If that helps you actually achieve creating the content, then yes, absolutely. But if, like, what will happen essentially, is you'll get so used to that order that it will become automatically anyway, and you're like, oh, I need some of these types of videos now. Sure. Right. Because I believe. I also believe in batching. Right. So I'm like, hey, for. I'm gonna come see you for a month. We're gonna do this organic filming. Right. And then we're gonna put it all together.

[Unknown Host]

And so you're not doing this every day.

[Tyson Mutrix]

No.

[Unknown Host]

So I was kind of envisioning that.

[Tyson Mutrix]

You see how much Ryan, we put out six shorts, almost four to six shorts a day.

[Unknown Host]

That's incredible.

[Tyson Mutrix]

We do three full podcasts a week for him, brand new ones. And then we do. We usually do a fourth one that's just like, you know, a repurposed. Right. He films six hours a week.

[Unknown Host]

That's not bad at all. Six hours a week is not bad at all.

[Tyson Mutrix]

That's intentional filming and it's podcasting. And what's great about podcasting is for him, he's either the consultant or he's being consulted within the podcast. So it's what he would be doing anyway. Right. So for Us, it's like, this isn't any more work to him, which, when you see him in the car on. On the golf course, that stuff that he was doing anyway. So we're not. We're not disrupting life in any kind of way except for those six hours. And that's just intentional.

[Unknown Host]

Do you think we'll start to see, like, companies in general, I mean, whether it's law firms or whatever, like, start to have, like, departments, like social media departments, where, like, they are almost like the accounting department or like the billing department. You know what I mean?

[Tyson Mutrix]

Like, it's marketing.

[Unknown Host]

We start to see that.

[Tyson Mutrix]

It's marketing. Yeah. Right. This is social media marketing. Right. And it's new. But everybody. It's not going to be a question on whether or not you have to have it. Like, this is. You're going to. You're going to fall way behind if you don't in your business. And that's just. That's just the truth of the matter. It's not because I'm in the industry, because this is all new. Yeah. Right.

[Unknown Host]

It's like evolving.

[Tyson Mutrix]

You.

[Unknown Host]

You've had to evolve with it.

[Tyson Mutrix]

When I started, there was no one that I could get advice from. Really?

[Unknown Host]

Yeah.

[Tyson Mutrix]

There was like. Yeah, there were like, two or three people that can tell me how to do this role. And it was like, all right, just. You just got to learn it. Yeah. You got to go. You got to go figure it out.

[Unknown Host]

Was it trial and error?

[Tyson Mutrix]

For the most part, yeah. Wow. It's still trial and error. We really don't know.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Because the platform can shift its algorithm however it wants to at any given day. It changes weekly, so we don't actually know. Exactly. That's why I'm never going to lie to people like, hey, you do this, it will get you. Anybody that says that it's just not real. The only cheat code consistency.

[Unknown Host]

How many companies have you seen come and go that, like, they think they've got it figured out and then they don't and they stop testing? So they just go away.

[Tyson Mutrix]

They go away.

[Unknown Host]

Yeah.

[Tyson Mutrix]

People usually don't last a year on social.

[Unknown Host]

That's really.

[Tyson Mutrix]

Yeah, they don't even get through the year. That's incredible because one, they. When you spend money on it, you expecting a return, and that return don't usually come for months. Yeah. Right. Or it doesn't come in a way that you can quantify it.

[Unknown Host]

That is. That is a, like, that is a big issue where. Because I. I know that Facebook is very good for us.

[Tyson Mutrix]

Okay.

[Unknown Host]

We post regularly on Facebook, but it's really hard to tie that client call to it being Facebook. We. But generally we're like, okay, we know the more we do on Facebook, the more clients we get. We know that the less we do, the less clients we get because it's a very effective medium for us. But it is so hard to tie those together. So how, I mean, how do you track those kind of KPIs?

[Tyson Mutrix]

You trust it. Yeah.

[Unknown Host]

That's a really hard things for lawyers to do, by the way.

[Tyson Mutrix]

I know, I know. Because they know. Yeah. Real estate. Imagine, right? Like these are number guys. Like, hold on, here's what I'll say. Last the last 90 days. And I'm gonna go back to Ryan because that's what people can see. Would know the largest client I have. But we got 250,000 watch hours on YouTube.

[Unknown Host]

250,000.

[Tyson Mutrix]

250,000 watch hours in the last 90 days. That's incredible. It's almost 30 years of watch time.

[Unknown Host]

It's a number that it's hard for people to wrap their brain around.

[Tyson Mutrix]

They don't really understand.

[Unknown Host]

I'm glad you said that because it's. You can't understand that.

[Tyson Mutrix]

You can't understand it. Most people will be happy with 250,000 views in a. In 90 days. We had that in watch time. Right? We had that in, in watch time. What that means, and you know, for any listener or viewer that doesn't understand what that means is people are actually spending time, hours of time with us on the platform.

[Unknown Host]

Lifetimes of time.

[Tyson Mutrix]

So what, what the point I make with that is. Well, I can't quantify how many of those viewers converted into a, you know, supporter.

[Unknown Host]

Sure.

[Tyson Mutrix]

I can tell you that it would take you forever to get that amount of watch time. Making a 30 second clip.

[Unknown Host]

Right.

[Tyson Mutrix]

Or a billboard or any other form of media. It'll take you forever. Take you a ton of them to get to that point. What gets people to support is the time spent. You and I right now are developing a relationship because of the time we're spending with and how we're communicating. I'm not going to walk out of here like, hey, I got an injury, I need a lawyer and not think of you.

[Unknown Host]

Absolutely, absolutely.

[Tyson Mutrix]

You know what I mean? Because of the time spent. Right. So that's how it goes. Like, the more I can get people to spend and I can tell you now, like, we don't have to get a ton of views on a video. Like, we got some that do really well. We got Some that don't. It just is what it is. We also don't care, you know, like we don't care about how much money we get on the assets.

[Unknown Host]

Sure.

[Tyson Mutrix]

It doesn't matter, like if it's $250 or if it's 10 grand. It doesn't matter. It's okay. My, my focus is are they spending time with me? And right now our average viewer stays at the very least. And this is, this has been consistent for the last three years. At least 20 minutes on our videos.

[Unknown Host]

That's, that is a long time.

[Tyson Mutrix]

Yeah. Because you gotta think a lot of creators only make 20 minute videos.

[Unknown Host]

Yeah.

[Tyson Mutrix]

We're making two and a half hours and they're spending at least 20 with us. And so that's, that's a key point because 20, if you went to door knock someone to tell them that you, this is what you do and this is what you're selling, think about how long 20 minutes is standing there at the door.

[Unknown Host]

I mean that's a long time. That's an eternity. Three minutes is an eternity. Like standing at the door talking to somebody, you know.

[Tyson Mutrix]

So while Ryan can't quantify what comes in from that, he knows that it's happening, having an impact on the business.

[Unknown Host]

Yeah. That's wild. There was something you, you had mentioned. It was like so fascinating. I want to get to it. I don't, I don't remember what it was, but it's because like you, you have all these great ideas, like these thoughts. It's like, it's like I've got these explosions in my brain. This is fascinating. Like where, what would you advise? So let's say there's an attorney that's just starting out. Like they're like, I'm talking new in their career. Like they're so, they think I'm going to graduate law school. They'll go work for someone for a little bit and then I'm going to.

[Tyson Mutrix]

Start my own law firm.

[Unknown Host]

Like how would you, how would you say someone like that should start out.

[Tyson Mutrix]

Before you even go work for someone, make sure that it's someone that understands what the new age is going to need to succeed.

[Unknown Host]

Sure.

[Tyson Mutrix]

And what I mean by that, make sure it's someone that has a face, someone that understands a little bit about social media. They're doing the things that you know are going to be needed in the future. Don't just go get up under, you know, Joe Smo, who has a, I mean he's 65 and stuck in the way. Like that's not going. It's gonna. It's gonna start you in a. It's gonna start you off wrong, essentially. And I hate to be that guy that says that, but it's true. Like, if he can't figure out and make adjustments with what's necessary now, then what makes you think you can learn from that? Yeah. And so what I look for, if I. If I was starting off in that way, what I would look for first is, hey, man, you know, there's a generation out here that. Are you actually in front of them? All right. Are you in front of them? Because, you know, as I'm growing, they're going to be my clients. All right. As I get the next 10 years in this industry, those individuals that right now are doing their dance on TikTok are going to be my clients. So they should know who I am already going into it. Right. Then the next thing would be do their. Are their values aligned with what you're trying to do. Right. Like, I know, you know, the lost space can be really gritty, really nasty.

[Unknown Host]

Yeah, yeah.

[Tyson Mutrix]

Right. And so it's like, to be honest.

[Unknown Host]

With you, it's a small part. That's a small percentage of the.

[Tyson Mutrix]

I'm sure, like, every. Like every industry. I don't believe that for. I mean, like I said, I was. I was on my way to being a police officer, and this was, you know. You know, my community, you know, we ain't with that. Yeah, Right. And so it was like, knowing that I. I seeing my dad, I was like, that's. This is. That's a few of them that ain't you. We know them. Right. So it's like, if you can know the few people, then you know that it's not the majority. So that's the case with everything. But I do believe, like, you. You got to make sure that you align with the individual and then make sure that the individual actually wants to see you in, because that's another piece, like, people get. Get. People get mentors that are actually competitive.

[Unknown Host]

That's such a good point.

[Tyson Mutrix]

And it's like. It's that keep your competition close type of. Keep your enemy close type of thing. Right. Where, you know they'll get you in a position and make you think that you're not as good as you are. And now you're not actually growing. You're actually just trying to compete. Yeah. So that's. That's also something else to be mindful of.

[Unknown Host]

Yeah. So you. Yeah, I was kind of smiling because the. The first guy or first law Firm I worked for had a law school, was a guy. Every time I'd bring in a client and I'd send letters out, we would put them up. This is like whenever. We send letters all the time, you know. Now it's like all emails, but they would. You put them on this little shelf, and then the receptionist. We'd sign them, and the receptionist would go and, like, put them in envelope and send them out.

[Tyson Mutrix]

Yeah.

[Unknown Host]

So I'd send my letters to my clients on there, and he would go behind me, take all my letters that I wrote, throw them in the recycle bin, print new. New ones with his name on them, as opposed to took my name off them and then sent them out.

[Tyson Mutrix]

That's funny.

[Unknown Host]

And because I only found out about it. Yeah. My. I found out because one of my. My friends who's a client said, hey, I got this letter from this guy. Who is this guy? I'm like, what? And I wouldn't. Let's like, oh, you got to be kidding me. So you're right. Like, you. Like, the wrong mentor can lead you down the wrong path.

[Tyson Mutrix]

Yeah, absolutely. And you were smart enough to see that and go, this is wrong. Oh, think about how many individuals go, oh, that's. That's just the way it's done.

[Unknown Host]

Yeah, this is. It's. It's okay. It's his firm, you know. No, no, that's.

[Tyson Mutrix]

That's nonsense.

[Unknown Host]

That's.

[Tyson Mutrix]

That's.

[Unknown Host]

We butted heads, to say the least.

[Tyson Mutrix]

Yeah, I would imagine.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So.

[Unknown Host]

Okay, so you, you know, you'd mentioned before about, like, you know, if you saw, like, your lawyer on there, like, you know, being goofy or whatever, you wouldn't, you know, you're not gonna hire that person. So how do we balance that? Like, how do we. Like, how would you recommend. Like, whenever I started putting out my, like, like, social media content, I'll, like, like, what am I. Because I want to be that personality type.

[Tyson Mutrix]

Not.

[Unknown Host]

Not the influencer. Right. I'm not looking to be a celebrity. So is. What am I doing in those videos? I go, if I'm doing lives. Okay, what would you recommend I'm doing? Like, on a live.

[Tyson Mutrix]

Yeah. So online. And this is this. You want to remember that your common knowledge is people's ignorance.

[Unknown Host]

Yep.

[Tyson Mutrix]

So the stuff that you have up here already that, you know, the experiences that you've already had that taught you things are people's. We have no idea. None. Yeah, right. I know. Do you know Erica Cobberg?

[Unknown Host]

I don't think so.

[Tyson Mutrix]

She's a she's. A lawyer, but she made, I mean, massive presence now on social media just from reading the fine print on products. So, like, that's it. She would make videos. Hey. Or like, you know, if the airplane loses your luggage, they owe you that. And she would just read in the fiber. Millions and millions of followers, millions of views. Right. She taught me that even a year from when I buy these shoes, if they mess up, I can take them back and either get the money for them or the actual product again. That's part of Nike policy.

[Unknown Host]

That's incredible.

[Tyson Mutrix]

I mean, people throw the shoe away when it falls apart.

[Unknown Host]

I love these shoes, by the way. I don't know if people can see it on the zoom out. You can actually see it. But they might. I gotta tell you something funny about these shoes. We'll go back to this.

[Tyson Mutrix]

Okay.

[Unknown Host]

My son, he had some that looked just like this, only they had yellow swooshes on them.

[Tyson Mutrix]

Okay.

[Unknown Host]

Call them the Ronald McDonald shoes.

[Tyson Mutrix]

I love those.

[Unknown Host]

They were his first pair of Nikes. So I saw this and I was looking for the yellow and I was like, oh, there's no yellow Jordan one. Yeah, exactly. So anyways, so yeah, let's go, let's go. Let's go back to that. So I was. When you're talking.

[Tyson Mutrix]

But yeah, so she, she made it. But there was an audience there. I don't want to read the phone.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So what's problems are you solving?

[Unknown Host]

Yeah.

[Tyson Mutrix]

And what she did was she would make it kind of entertaining because if it was something for like United Airlines, she would do the green screen where she's standing at the United Airlines counter.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So it wasn't silly. It was like, oh, dang. Like, it's, it's, it looks humorous.

[Unknown Host]

You don't put yourself in there now.

[Tyson Mutrix]

Exactly, exactly. Like, and then she would like sometimes playing with like the hat on or whatever, whatever it is. Right. Like she would kind of get the character down. Right. But the point was such a, a good point and it was such valuable information that people are like, oh, I can get with this. Because it wasn't silly. I see lawyers, like, doing the transition videos where they like, the guy falls off the gurney and then they roll into the information. It's like, my man. Like, I, I need some help here. Like, I don't need you playing. Right.

[Unknown Host]

Like, we had a video guy wanted me to do something like that.

[Tyson Mutrix]

I didn't do it. And video guys are going to say, do it because it will get the views. Ryan did something. Sure. Because it was. And we Quickly was like, oh, this don't make sense for you? Yeah, doesn't make sense for him. There's other people that. It makes perfect sense for certain audiences. Right. So you just got to kind of know your audience. You got to know what they're doing.

[Unknown Host]

Well, you gave me a great idea. I'm glad you said that, because I can do it with the same thing with insurance policies and settlement releases, like, explaining, like, taking the stuff that's pretty complex that even lawyers screw up. We talk about, like, there are, like. I've seen lawyers screw up settlement releases all the time. And it's. It's things that are so. They seem so innocent. Small little things.

[Tyson Mutrix]

Simplify that.

[Unknown Host]

You just. You simplify that for the. The audience. I. That's a. I think that's great. I hadn't thought about something like that.

[Tyson Mutrix]

Because most people don't realize that the information that they have in their head already is, again, someone's ignorance. It's extremely valuable to the person that doesn't know. Right. And so I say anything. Like, even the content side, I'd be saying something like, yeah, I thought that was good. I was like, that's just something that I would think that you would understand.

[Unknown Host]

Yeah. Well, like, where do you track your girl's ideas? How do you, like, so, like, talk about the insurance. You talked about the. What you call those videos.

[Tyson Mutrix]

Oh, the. The policy.

[Unknown Host]

Yeah. So what, like what? Like, you. You have an idea for a video. Like, you will track that. A database somewhere. Like, how do you keep track of all that?

[Tyson Mutrix]

So for me, I do so many now that I don't really. I focus it on a case by case, so it's usually my client. Okay. Right. So I have real estate clients. I have some music artists. Like, clients that are like, they're not artists, but they're in the industry. I have a guy that is, like, he's. He's business and comedy, believe it or not.

[Unknown Host]

Interesting.

[Tyson Mutrix]

And so what. What his focus is. So it's so niche that it's so niche to the Latino community. So I had to start to learn more about that community and how that.

[Unknown Host]

Relates and how that's Latino business and comedy.

[Tyson Mutrix]

Oh, wow. Yeah. Which. Which made me realize. Oh, wait, so there's niches within the niche too. Right. And so. But like, these are all things. And what I. I first just break down who the avatar is. If you can break. Break down the individual who you're trying to reach and what they're already wanting, then you just figure out how it makes more sense. To create something similar for you. So in real estate right now, we know that most real estate investors are excited that we got our new president.

[Unknown Host]

Yeah.

[Tyson Mutrix]

I was prepared for ideas for whoever.

[Unknown Host]

Either one. Yeah.

[Tyson Mutrix]

Right. Because I know how they will feel if one side. 1. I know how they feel if the other side.

[Unknown Host]

How do you brainstorm them?

[Tyson Mutrix]

I. I do a lot of, like, intake of that specific niche. So, like, I'm looking at what everybody else is saying because I know that that's also what the creator is watching.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And a lot of it is just regurgitation.

[Unknown Host]

I bet your algorithm's so messed up.

[Tyson Mutrix]

It's completely.

[Unknown Host]

You get a new client, you start looking for new things.

[Tyson Mutrix]

It's completely true. The only videos that I know are for me, that are because of me are basketball highlights. And for some reason, I get stuck on, like, animal content. You know what? Don't ask me why.

[Unknown Host]

I watched too long a couple videos.

[Tyson Mutrix]

That's all it was. Right. Like, there was a guy wrestling anaconda, and it caught me, and it was like, that was it. So every so often, y'all see one of these clips of a guy named Tarzan, like, the real. And he scroll through.

[Unknown Host]

Okay. Not that.

[Tyson Mutrix]

Yeah. Yeah. I gotta make sure I like enough stuff that I want to see so that it starts to tweak and change in the algorithm. That's also a thing. Like, if you want to train your algorithm to send you certain things, then just, like. And comment on some of the things that you want to see.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And then it starts. You'll start to see more of it. All right. It's just how it goes. It's sending you what they believe you're going to spend the most time on.

[Unknown Host]

Yeah. So how. If I'm trying to get into Mary Green's mind, Right. I'm trying to figure out where it. Like, what is she watching? Like, what are some ways. I mean, am I. Am I going to ask people? I mean, like, how are you figuring. Figure it out. How are you getting into that to deep dive into that?

[Tyson Mutrix]

Yeah. So you asking people is great, right? Like you said, she's probably watching what my wife is watching. Take your wife's phone and go see what she's watching.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Or you make a video and you show your wife first before it even goes out. What you think about this?

[Unknown Host]

Oh, interesting.

[Tyson Mutrix]

There's been plenty of time. My heart's been crushed from my wife saying, justin, that ain't it. Yeah.

[Unknown Host]

They've got a way of doing, like.

[Tyson Mutrix]

Yeah. They're gonna give you the Truth.

[Unknown Host]

Yeah. The thing you don't want to hear, but they give you the thing you need to hear.

[Tyson Mutrix]

Yeah, yeah. So that's always. That's always a great. A great thing. Going back to Ryan, his wife Mindy was his editor at first before he bought. He built out the team. And so she knew, like, this is how he wants, you know, to be seen. So they know the type of content. Right. So asking questions, talking to your spouse, especially the avatar, that's like it. Right. Figuring out what that looks like. But then also, you can usually go see what the person. Who the person follows. All right, So I do that when I get a new client. I go look and see who they follow.

[Unknown Host]

Okay.

[Tyson Mutrix]

And then I go look and see who follows them. And usually I can tell, all right, if this person follows you and this lawyer over here, and then I go to that lawyer and they looking at. And I see comments from them or I see likes from them, I'm like, oh, wait, they kind of like that.

[Unknown Host]

Okay, so what do you. When you. When you were able to identify that, what are you looking for? For, specifically on, like, yeah, so, like, you're. Do you identify. Okay, who's you're like this. This is who you're following. This is who they're following.

[Tyson Mutrix]

All that.

[Unknown Host]

Like, are you looking to see, like, what con. Like where they're commenting?

[Tyson Mutrix]

I guess.

[Unknown Host]

I guess, like, what common things are you looking for?

[Tyson Mutrix]

So I check for the hook of the video.

[Unknown Host]

Oh, right.

[Tyson Mutrix]

What's the first few seconds? What do they do or what do they say? Right. That got that person to follow them. Yeah. All right. That's usually what it is. Right. You only get the one second a second. Yeah. Before people's thumbs start going. Right. So I look for that. I look to see what people are saying in the comments. Right. Because you can go. You can do the wrong thing and click on somebody where everybody's disagreeing or everybody's. It's like, oh, I don't want to be that person. Right. That's the controversial person that's just saying stuff to get clicked.

[Unknown Host]

Is there any value in that?

[Tyson Mutrix]

Yes or no? Such a lawyer now. Yeah. All right, but it's true. It just depends on what your goal. Goal of the actual piece is. Right. So there's controversial creators where their whole goal is just to be famous. Right. That's the alphas out there, right? These guys that are doing that movement, they know that people aren't going to necessarily purchase. Purchase a bunch of stuff from. Or they know that just this specific person Will, for instance, let's go to the alpha thing, right? The guys that are alpha males now, that's. That's leading our generation crazy, right? Now they know that their avatar are young men. Right?

[Unknown Host]

True.

[Tyson Mutrix]

Because even the young man that's confident of the world. Exactly. A confident young man could relate to him. But also the. The kid with no confidence can also relate.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So it's just a young man avatar. Right. With that, though, what are you going to sell that guy? If you're trying to make money? All right. You got to be able to sell. Like, this is the whole point, Right. We're trying to get clients. So what are you gonna. You're not gonna be able to sell them a large product. They don't have it. Like, you can't. It's not a big ticket. So maybe this small journal of affirmations. Right. And I can sell millions of those because there's millions of these young men out there. Right. That's my goal to do that. Okay. I just need to make sure that when I'm speaking, I'm giving out good little tidbits that are going to go in that journal.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And that's gonna make the most sense. I know a guy that. That's doing that right now. The author of the journal, the Ghost Rider, is literally just taking it from his videos.

[Unknown Host]

That's it.

[Tyson Mutrix]

That's it.

[Unknown Host]

Oh, that's easy. That's good.

[Tyson Mutrix]

When he's rambling and doing his rant. Oh, he's just taking it from there and putting it in.

[Unknown Host]

So what. What's the interplay between, like, the short form and the long form videos where, like. Because I know you can take the long form and create some shorts out of all that. Like, what is that interplay? Is there any connection between the two.

[Tyson Mutrix]

When it comes to the algorithm, to the album Algorithm?

[Unknown Host]

Yeah.

[Tyson Mutrix]

So there's two. There's separate algorithms, and I think people don't know that either. Okay.

[Unknown Host]

Together.

[Tyson Mutrix]

No, it's totally different. But what I. What I say when you should think about short for the way you should think about shorts is think of it as the Krispy Kreme hot sign.

[Unknown Host]

Okay.

[Tyson Mutrix]

All right. And then the long form is the customer service.

[Unknown Host]

I love that.

[Tyson Mutrix]

All right, so the Chick Fil A son God's restaurant, once you drive past that and you, like, all hungry, you. You bend the corner, you go in there, you get your drink. When they say God bless you, when you get your sandwich, that's the YouTube. That's the long form. That's the value. That Makes you come back.

[Unknown Host]

Interesting.

[Tyson Mutrix]

The shorts don't necessarily make you come back. It just captures your attention. So you gotta. You need to have both. Right. There's a lot of people that just do shorts and they do good. And don't get me wrong, you can do good just doing shorts. But if I'm not living with you or I'm not coming back, or I'm not pertaining to him information, I'm not going to remember you when it's time.

[Unknown Host]

Right.

[Tyson Mutrix]

Where that hot sign got you in there. And then the customer service is what got you to come back.

[Unknown Host]

So what is the. I guess what's the sales funnel we're gonna look at like a sales funnel? Because that sounds kind of like the sales funnel in a way. It's like something like Ryan, like what's like the sales funnel look like for him?

[Tyson Mutrix]

So as we look at the life, the journey of the customer. Right. They find them through the short form videos. Those videos can get millions, millions of views. We can put out as many as we want to because it's short, it's easy to edit, it's easy to get out. Right. So they find them there, they see a clip that they like. They know they want to see more of it because there's more that he said. Yeah. So then they end up on YouTube. Then they spend another 20, at least another 20 minutes with us. Then they go, all right, there's a couple ways that people do it. It just depends on people's pattern. Either they go Google them to find out more about his personal. Yeah, they click the link in one of the bios of the short forms or they go down to the description of the YouTube video and find a link to click. All right. Yeah, they get to a landing page.

[Unknown Host]

So there's. They're gonna have to go look somewhere for it. Yeah, yeah.

[Tyson Mutrix]

The landing page though, is. Is where the actually starts to sell. Right, Right. You don't necessarily always sell on the platform, but the landing page opens up with a psl, which is another video of him that looks just like his YouTube video.

[Unknown Host]

So it matches, consistent.

[Tyson Mutrix]

Yep. You know, it's him. You know, it's not anything tricky. It's him. And he's explaining to you your problem and how he's going to solve it. And he's giving you the offer. And as you scroll down, I need some information from you. Now you're on an email list. Now you're going to get more and more of our funnels coming your way. But in that moment, you have a choice now, to make do I want to solve my problem and you get a cheat code now, or do I want to do more research? Well, if you want more research, there's more content available.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And you know where you can find them. Right.

[Unknown Host]

So when you were talking, like it matches, I want to make sure I get clarification because you go, let's say it's the golf video, right? Like, is that. I mean, that set's not going to match whatever the video is that they goes to, right?

[Tyson Mutrix]

Well, there's no golf channel, so the golf video is still. If you want to see more and we get. Getting you to the long form, it's going to go to that podcast set.

[Unknown Host]

Okay.

[Tyson Mutrix]

To what you're sitting at now. Gotcha.

[Unknown Host]

So set. And then the set that you see on the. Okay. That looks exactly the same. Okay.

[Tyson Mutrix]

Like, I could ask people, hey, what does. What. What does Ryan set look like? And they can name some things about it. Okay.

[Unknown Host]

So that makes sense.

[Tyson Mutrix]

Right. So, and so it's just. It's going to match the two. It's going to be very familiar to you. The colors are going to kind of match, like the tone of it. It's all going to match to you with each other. Because it's just the branding of it. Right. And so like, the branding should flow.

[Unknown Host]

That's that pre suasion stuff. Cialdini stuff.

[Tyson Mutrix]

Exactly, exactly, exactly. And so that landing page is giving you information. It's got this vsl, the video sales letter at the top. You can hear from him right away. He's walking you through your problem, why you're here, how he can fix it, what the offer is and what it looks like in the vsl, he's handling objections already, right. So we've already thought about what the objections are, and he's going to answer those for you. Right. Then you go from that to going down the list. You're here, you're seeing some of the testimonials from other people that have done it. It's the regular sales, like page. But all of that funnels into. Then once you put that information in a call with a salesperson, what makes.

[Unknown Host]

What do you think makes a good offer? I guess what works for you all.

[Tyson Mutrix]

Oh, a good offer. Yeah, something irresistible. Which means I get more than what I came for, Right. Where, like, you're gonna solve my problem. And I also get this, right. That's a great offer. As a business, though, the best offer is something that's really sticky. Right. So for instance, if you joined my program and I actually have something coming out in December, but if you join that, it's gonna come with a CRM that you're gonna implement all your content in. And you don't have the same structure that I have.

[Unknown Host]

Oh, that's badass.

[Tyson Mutrix]

So it's sticky, right? Like, it's like, all right, if you don't want to pay the monthly for this anymore, you're gonna lose. Sure. Yeah. That's the best offer for a business.

[Unknown Host]

How do people get that? So do you have that set up yet?

[Tyson Mutrix]

If not December?

[Unknown Host]

Okay, yeah, we'll put it in the show notes.

[Tyson Mutrix]

Yeah. So in December, we're gonna launch it. It's brand new, but I've literally taken all of our systems and created an actual tech product for it so that you can implement. It's just plug and play.

[Unknown Host]

Oh, that's awesome.

[Tyson Mutrix]

Right now you can get. I have free resources right now on the website that you can get your podcast equipment set up. Yes. All that kind of stuff. Easy stuff for you to take and go do. But the CRM is going to be great for, like, you're trying to manage the content and then hiring a content manager. It gets really simple because right now, I can go on my phone right now and see what my editors are working on. Right now. Right now.

[Unknown Host]

Oh, that's cool.

[Tyson Mutrix]

Right? The progress change. I get alerts when their progress changed because I have to review the videos.

[Unknown Host]

So you review everyone?

[Tyson Mutrix]

Ryan's?

[Unknown Host]

I do, yeah.

[Tyson Mutrix]

Nice. Yeah. Make sure I watch every single video.

[Unknown Host]

So back to, like, the. The VSLs and everything. Do you think VSLs would work for lawyers?

[Tyson Mutrix]

Yes.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Yes. Because it is, again, it's just like simplifying the policy. Right. Like, you're wording. Yeah. I think about, like, I. I do have a criminology degree.

[Unknown Host]

Just a psychology degree.

[Tyson Mutrix]

Psychology degree. If I spoke like that, people would be like, what's he talking about? Because even content is a lot of psychology.

[Unknown Host]

Really is. I think it's all psychology.

[Tyson Mutrix]

Yeah. Like, that's. I'm understanding behavior in order to get you to do something. That's what this content is. I either want you to, like, comment, share, support, like, that's what I'm doing.

[Unknown Host]

It sounds like a lot of his consistency, too, because, like, you could create. Because I've ever actually recorded a video sales letter, but I never connected it to anything because I. I never did anything with it. It's like one I spent a lot of time on years ago videos. They're dealing with it, but, like, if you don't tie it Together correctly.

[Tyson Mutrix]

It seems like it won't work.

[Unknown Host]

Yeah, it won't work.

[Tyson Mutrix]

That's why the offer has to be good. And that video sales letter is important to that, that landing page. Right. Like, because again, if I have to read it, then I might tap out.

[Unknown Host]

Right.

[Tyson Mutrix]

We're in a generation where you want to hide something, put it in the book. Right.

[Unknown Host]

Sure.

[Tyson Mutrix]

But if the. I can watch a video for 12 minutes of you explaining exactly what I. I'm about to get and then go, oh, yeah, I'm gonna get it. I don't even have to read the rest of the page. Yeah.

[Unknown Host]

How do you stay in front of people? So let's say that they've. They've gone through. They watched the short. They watched the video say that they've gone, gone in, got the Krispy Kreme doughnut, and then now they've gone to the video sales, the VSL page and then you. Maybe they've given their email address. Right, Right. But they've not quite committed. How do you keep staying with them at that point?

[Tyson Mutrix]

So there's email sequences, different things that we do. Right. So for one of them would be, we email. We email our list every podcast. Everyone, Every single one. Okay. Hey, three times a week you're gonna get something saying, check this out.

[Unknown Host]

So you do three.

[Tyson Mutrix]

And sometimes, sometimes we'll do all three in one email at the end of the week. Okay. So we just mix it up, we change it up. Right.

[Unknown Host]

Interesting.

[Tyson Mutrix]

We don't want to flood your email and like spam you.

[Unknown Host]

Yeah.

[Tyson Mutrix]

So we'll do. Hey, these three episodes came out with some copy for. From the copywriter and that kind of thing. And it's great hook. Right. Like, you missed it. You should have checked out. He said he confirmed everything we're saying about whatever our product is, those kind of things that you do in. Within the email. So it's going to be hitting your email every week. Right. So you're going to, you're probably going to click on some more content if you haven't already. Right. As far as the shorts, like I said, if you open up your phone right now and you follow Ryan or you follow one of my clients and you don't see a video, then I'm getting ready to add another video a day. Because truly, I rather you unfollow than to follow and not take any action.

[Unknown Host]

Explain that to people. Because I think that people, they do get caught up with having a bunch of followers. They get caught up with a bunch of views. They get caught up with A bunch of subscribers to the newsletter. But having a bunch is not great. It's not always a great thing.

[Tyson Mutrix]

I mean. Subs followers views their vanity metrics to.

[Unknown Host]

Me, yeah, revenue, like a. Revenue is like a vanity deal. Like, there's a lot of vanity numbers.

[Tyson Mutrix]

Like, if you're. If you're.

[Unknown Host]

If you're losing money, you had a bunch, you're making a bunch of revenue. That doesn't mean anything.

[Tyson Mutrix]

You're making a profit, you know? Yeah. So, like, I'm. I'm more focused, truly. I'm focused on the engagement of the actual consumer. So for me, again, Ryan can grow and we can scale this following. If he wants to get to a million followers in a couple months, we can figure out how to do that. Yeah, there's. That's not a difficult thing, really.

[Unknown Host]

I think it's really interesting, like, how casually you say that, because there's a lot of people that probably, like, they would kill to have that many followers, you know? But, like, I think it's interesting because, like, you clearly have figured it out. I just think it's interesting how, like.

[Tyson Mutrix]

Casually you say, but no, it's just what you're willing to commit to.

[Unknown Host]

Sure.

[Tyson Mutrix]

For you. Right. Like, let's say, hey, let's go get 10,000 followers next week. Okay. What you willing to come into? Yeah.

[Unknown Host]

Well, okay.

[Tyson Mutrix]

What would that take?

[Unknown Host]

What would that take?

[Tyson Mutrix]

So for me. And again, if I. I can get you to followers, it won't necessarily make sense to the business. Sure.

[Unknown Host]

Yeah.

[Tyson Mutrix]

What do you want? If you want the followers. All right, let's do it. Let's do it. We're getting ready to go down to the Strip. Okay. You're getting ready to. To interview people on what they believe would happen if this or this happened.

[Unknown Host]

That's it.

[Tyson Mutrix]

That's it. Because you're gonna get some funny stuff. Sure. Get some entertaining answers.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right. Hey. Hey, buddy. Like, this person hit this person with this car, and this is the circumstance. What do you think happens next? And they're gonna be like. And you're gonna hear so many different perspectives from so many different persons.

[Unknown Host]

What do you think this case is worth?

[Tyson Mutrix]

That's one like, oh, there's so many questions you can ask. Right. And I know that those will get views and people will start following you because they find it entertaining, But I don't know that any of those followers will call you when they need help.

[Unknown Host]

Right. Yeah.

[Tyson Mutrix]

Right. So, yeah, we gonna get you the. The followers and the views. I just don't know that's gonna Help your business. Now if you say, let me help your business, I'm gonna tell you, this may take a little longer on growth, but I know this will work for the business. Right. And then what usually happens, what people don't understand is with a little time on that now you get to say, my business is doing this. And that gets people to go, okay, I want to work with him.

[Unknown Host]

Got it.

[Tyson Mutrix]

Does that make sense?

[Unknown Host]

It does, totally.

[Tyson Mutrix]

So it's like, oh, wait, in the last 90 days, you know, you, you closed how many other cases with success rate of 98. You've been almost perfect from the field here and getting people their payouts, right? Yeah, 90, 80%. People are like, I want to work with you.

[Unknown Host]

Sure.

[Tyson Mutrix]

Right now the view on that is boring. Like it ain't. Like it ain't entertaining.

[Unknown Host]

Well, the interesting about injury lawyers is we can fudge the numbers because, like, making a case is very subjective. And so we always say, well, we withdrew from a case because it wasn't a good case, so we didn't lose it. You could definitely fight.

[Tyson Mutrix]

And they do that. Yeah. And I know they do that. I know a couple that have come through a couple of. We have a couple that film at our studio with us and they. I was like, yeah, that's not making much sense. That changed a week ago.

[Unknown Host]

It could change.

[Tyson Mutrix]

Yeah. So. But I say that to say it's, it's how it's packaged and how it's delivered. And so yeah, it's going to be a little slower journey on getting the follower counts, but your business is going to be great. Yeah. And I just think too, like people, don't. People underestimate the local celebrity.

[Unknown Host]

That's the big thing. I agree, I do agree with that. Because you can like the small town lawyers, they can clean up. Because I mean, a big, it's. It is interesting because lots of times, like, you know, St. Louis is like the big city in Missouri. Like you got Kansas City as well. But like in southern Missouri, sometimes they want the big city lawyer. The vast majority want the local lawyer is what they want. So it is interesting. It's like we're able to kind of pick off some, some cases in other counties, but they want the local celebrity lawyer.

[Tyson Mutrix]

So they want the person. They keep saying Ryan. Up until probably June of this year. May or June of this year, Ryan ran the same TV commercial for three years straight.

[Unknown Host]

The same.

[Tyson Mutrix]

He didn't even hit the commercial. The video that was there, it looked like the new Ryan ate that.

[Unknown Host]

Ryan, really?

[Tyson Mutrix]

No beard, baby face. Thin right out of baseball. Like he ran that commercial for three years straight because it worked locally.

[Unknown Host]

So keep, keep doing what works.

[Tyson Mutrix]

Yeah, don't change anything that's not working.

[Unknown Host]

Okay, so that's a good question though. So let's say you have a high performing video, right. It's like you can't run that over and over again. Right.

[Tyson Mutrix]

Why not?

[Unknown Host]

Or so you can, you're not gonna get hit by the algorithm for. I was always worried about something like that where okay, I've got a high performing video. If I keep running it again, I'm gonna get hit by it?

[Tyson Mutrix]

No. So we'd have a video that do well, three weeks, you'll probably see the same video go out. And if it does well again, another three weeks you'll see it again.

[Unknown Host]

Do you modify it much?

[Tyson Mutrix]

The only thing we do just to be safe is we'll re export the video so that it has different metadata.

[Unknown Host]

Oh, see that, that part right there is really valuable.

[Tyson Mutrix]

I don't even know that that's having a massive impact. Well, we just rather be on the safe side because if the algorithm picks up your reposting the same clips, they may, it may do something to hurt it.

[Unknown Host]

Yeah, I never considered consider the metadata because that's how they can track it. It's not based on, that's so interesting because it's not based on what the actual video looks like. It's the actual data that's in that video.

[Tyson Mutrix]

Right? That's all data. It's all ones and zeros is all. It's showing numbers and letters. That's it. Like it doesn't necessarily know what it looks like. It's focused on what the pro. What the actual file is telling it. So yeah, we'll just re export it. We also do things where like let's say you're doing a direct to camera video and you're explaining something. I'll have you film two hooks for it.

[Unknown Host]

Okay.

[Tyson Mutrix]

So you'll, you get two videos out of every video. So two hit, two hooks, one body.

[Unknown Host]

And a call to action. Yeah. So that way you're not.

[Tyson Mutrix]

Yeah.

[Unknown Host]

So interesting. And are you, are you recording those like in the same video? It seems like so simple, but yeah. So you start with one and then I'm gonna do the next one and you just cut them.

[Tyson Mutrix]

So what's one thing that you want to tell the audience now in order for them to kind of think of you when it's time that they need a lawyer? What would you say?

[Unknown Host]

So like what they will think like.

[Tyson Mutrix]

Just body wise, like what information would you give them that would say that I can trust you? Yeah. Yeah.

[Unknown Host]

So there's one of the main things we focus on as a firm is like we focus on bad faith and a lot. And so I'm gonna, I'm gonna use a lot of words and we can, we can always simplify the message later. But what realize is that you can get over the policy limits on a lot of injury cases. But even a lot of attorneys don't know that because they don't understand how bad faith works. And so there's a lot of bad injury attorneys that screw up cases. They don't understand that element. There's a really interesting dynamic that works between the defendant, who's also the insured policyholder, our client, us, and then the insurance company. The insurance company is looking out for their own interest even though they've got a legal obligation to protect that defendant. But they don't and they screw them over all the time. So we're able to get, we're able to capitalize that and get above the policy quite a bit. So the I guess the message would be is that you shouldn't really settle for the. For just the policy sometimes or you shouldn't just settle for that bottom dollar because many times it seems counterintuitive if they offer you a lesser amount at the very beginning, that's good for you because that means you could probably get above the policy. So like that's the kind of messaging you can. You may sometimes get more when you're not selling for the. For the lower amount.

[Tyson Mutrix]

Okay, here's what I would do. That's your body right there, right? What I would do is I would have you state that using I.

[Unknown Host]

Okay.

[Tyson Mutrix]

You said we a bunch.

[Unknown Host]

I take I'm more like the T. I like the team approach. Okay, so switch it with I would.

[Tyson Mutrix]

Say I because I don't see the team. I see you. Yeah.

[Unknown Host]

Okay.

[Tyson Mutrix]

I'm coming for you. Yeah. You may give me your team once I get there. But I'm coming for you.

[Unknown Host]

Yes.

[Tyson Mutrix]

So you have even just gone goes for video titles. This goes for descriptions. All of that. No more we. It's all I. What I can do for you.

[Unknown Host]

What about I versus you?

[Tyson Mutrix]

I wonder.

[Unknown Host]

Like, like so you can. Like so if I'm focusing more on like that you can get more money versus I can get you more money. You know what I mean? Like, so what do you think about like that or is it still.

[Tyson Mutrix]

Should I focus on me? It's always going to be the level of trust Right. Where you're currently at. Okay. If you're already trusted, it should be I.

[Unknown Host]

Okay.

[Tyson Mutrix]

Right. Be people that do the you or do the we. It's because they don't feel like they have the authority just yet. But you're the authority.

[Unknown Host]

Okay.

[Tyson Mutrix]

All right. The power is within your branding and who you are. So always as I'm listening to you, I'm like, it should be I. He said we. Again, it should be I. We're going to change that to I, and then. And we're going to end it with simply I will do blank. Right.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And that will happen. Like, they can cut that part out of this clip right now and put that on social, and it might work, right? Yeah. Even with the weeds.

[Unknown Host]

Well, it's interesting because.

[Tyson Mutrix]

Hold on. Before we move on really quick. Okay. Yeah. What will be your hook to that body? How does the video start off?

[Unknown Host]

So I got. I gotta fix my wording, and I also have to be. The reason I was gonna say is like, I gotta be careful what I say with the bar, too, because I can't guarantee things. Right. So, I mean, because I. I almost has. Like, I can sometimes get you more money. Because the things that clients want the most is. It's usually medical treatment. They want the medical care. That's what they want. Then they want the medical bills paid. And the third on the list is actually money. So I try not to focus too much on the money part of it that we can get them. So I'm talking about that specifically with bad faith. So, man, how would you shape that? Where. I'm not guaranteeing it because I don't. I don't. I don't want to use too many words either.

[Tyson Mutrix]

Yeah. So a good way is always. Did you know.

[Unknown Host]

Okay. That one's the U. Yeah. So did you know. Did you know that sometimes we can get your.

[Tyson Mutrix]

Yeah.

[Unknown Host]

Did you know that sometimes you can get more money for your car? Yeah.

[Tyson Mutrix]

Yeah. Okay.

[Unknown Host]

Gotcha.

[Tyson Mutrix]

That's how you hook. Okay. Right. Because it doesn't matter. The eye doesn't matter to the body.

[Unknown Host]

Gotcha. Okay. The eyes in the body.

[Tyson Mutrix]

It could be anything, however you can frame it. Right. But, like, that question goes. Oh, I didn't know that as a. You're immediately engaged. Cause you're like, what's he about to say next?

[Unknown Host]

Did you know sometimes you can get more than the policy limit?

[Tyson Mutrix]

Like, that's like.

[Unknown Host]

Something like that, right? Yeah.

[Tyson Mutrix]

Right. So now you're. Now you're. You're posing a pro. You're basically stating the problem for people. Right. Because they didn't know it. Right. And then you're giving the solution and then you're going, if you want to know more, that's your call to action.

[Unknown Host]

Do you. Okay, so I did. I meant to ask you about that earlier. So do you still throw in the call to action? Like, do you throw in a phone number or like, what would a call to action.

[Tyson Mutrix]

So, yeah, simplify it for the platform. Right? Like do something, take an action in the platform or. And it shouldn't be every video. People have a bad habit of doing it. Every single video.

[Unknown Host]

I have a bad habit of that.

[Tyson Mutrix]

All right. Are you running any paid traffic? Like any paid ads?

[Unknown Host]

No. Like on Google, but not on videos.

[Tyson Mutrix]

So if you're running paid ads on like meta at all. Yeah. Then you can pretty much eliminate the call to action.

[Unknown Host]

True. Good point.

[Tyson Mutrix]

You don't need it because people are going to see the.

[Unknown Host]

We ran those years ago, but we didn't see them.

[Tyson Mutrix]

Yeah, yeah, you don't. You know that that is a specific thing that has to be done.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Like, right. For it to work. But if you, if you're running those, you don't necessarily need the call to action on every video because people are going to see the ad at some point anyway. If they're seeing your content, they're going to probably see the ad. Whereas if you want to throw. If it's a specific video for that, then yes, I want to throw the ad in there. I'd also try both. Right. So I clip this out of your podcast, have you film the hook for it, blah, blah, blah. Do all of that. Put a call to action on one and not on the other and put both out at different times.

[Unknown Host]

That's what's cool about, like the live shows too, is you could take. And you can just. You're already doing the work, right. You don't have to like record a bunch of other videos. You're just cutting from the stuff you've already done.

[Tyson Mutrix]

And that's why as a host, you got. Even if you're a host of a podcast, you got to be intentional with, with how you speak about it.

[Unknown Host]

Right.

[Tyson Mutrix]

Because it can be used. Right. I learned that it was a guy named Irwin McManus. He's a pastor. And after I finished my podcast with him, I asked him, I go in, what's some advice that you would give me? Like, you, you're an excellent community. I got like top level communicator.

[Unknown Host]

Right.

[Tyson Mutrix]

And first thing he said was master your story become great at telling your story. Especially the one thing that nobody else could tell better than you. And it's the one thing that's going to draw people in.

[Unknown Host]

Yeah, right.

[Tyson Mutrix]

Tear the wall down. Right. He was like, and then secondly, you should be framing everything you say as a click bait or as not a click worthy video. So he was like, so everything. Anytime that I answer a question I'm thinking about or I've already thought about how it will be clipped out of the video because it's, it's almost an advertisement.

[Unknown Host]

We've been focusing on that with Maximum Lawyer a little bit because Becca, like we were talking about, like I was like, I want better thumbnails. Right. She's like, well, you need to do more things like in the actual video. So if I'm doing something like this, I'm doing this intentionally. Right. So she can kind of cut this out like so you like that? So that is the framing is something I had not been thinking enough of.

[Tyson Mutrix]

Frameworks. Frameworks in general. So like how you say certain, certain things. For instance, when you, when I go like, I'll say something like. Or you, you'll mention what's like the way that you for sure guarantee like there'll be some success on the platform. And I'm like your consistency make sure that you're just staying in front of people and always posting something. Or I can say, you know, like. Have you ever heard of the saying the squeaky wheel gets the attention?

[Unknown Host]

Sure.

[Tyson Mutrix]

Yeah. There's two different ways of saying the same thing completely. One of them is going to be thought provoking and have people like squeaky wheel does get the attention.

[Unknown Host]

Yeah.

[Tyson Mutrix]

Right. And then the other half of that is, you know, the quiet will gets ignored. You should be a squeaky wheel, right. That can be framed so that it can be clipped and put out and everybody. Oh man, this guy's good. Like he's deep. He can say things. Right. You know, I mean like even the only cheat code is consistency is a clip. Right. Like that can be used. Right. So these are all things that you got to be thinking about on how you, you speak and how you say it. What happens though is repetition. It just becomes natural.

[Unknown Host]

Yeah.

[Tyson Mutrix]

And then it becomes. That's you now when you're even trying.

[Unknown Host]

To close, like talking in sound bites.

[Tyson Mutrix]

Exactly. It's true. Yeah, right. But it's true. But it's a natural thing because you're saying everything that like you're going to answer the same questions over and over again, which is a huge thing. Even the point about, like, lawyers, right. They're like, I don't know if I have time. Time for the media side of things. There shouldn't be anyone that doesn't want to come on your show as a lawyer that's trying to get exposure.

[Unknown Host]

Sure.

[Tyson Mutrix]

They don't have to have their own podcast. There's enough of them now where you can just go on tour. They're all over the place. Yeah, you go on tour and get as much media, and now I can get clips from everybody. I don't even need to make my own. So it's like, there's ways of doing that, but understanding how to frame what you're saying so that it fits what you're actually trying to promote is a big piece. The best do it. Yeah, the best of them do it. They. It's funny. Sometimes I'm filming and I'm like, yeah, he's going in. Like, you know, like, you know, I mean, I'm like, yeah, let's get it. This is gonna be all over our page and our audience is going to see this. There's going to be people that click this. So my mind immediately goes, make sure I get an affiliate link from this guy.

[Unknown Host]

Yes, yes.

[Tyson Mutrix]

Make sure that smart. You know, I mean, like, because we're gonna make something off of him saying all of this, like, those kind of things.

[Unknown Host]

So I'll start to wrap things up a little bit and, like, what would your message be for lawyers going forward, getting into social media?

[Tyson Mutrix]

Yeah, my message is always going to be figure out how to create content consistently without. Without the expense of changing your lifestyle. Right. So what you do on the daily may feel boring, may feel like it's not worthy of video, but that may be the perfect thing that gets your business to the next level. So find a way to create content that's centered around your everyday work and just get comfortable with the being on camera. That's the hard part. So that's what I would encourage. Lawyers specifically. And then also think about what your messaging really is. Right. Like, what is it that you want people that. The people that will support you to hear from you. If you could do those two things, you put those out consistently, you'll see results. It's. That's the one thing that I can guarantee.

[Unknown Host]

What content are they watching? Yeah, I love it. That's great. Well, thanks, Justin. Really appreciate you doing this.

[Tyson Mutrix]

Absolutely, man. Glad to be here, dude.