How to Launch Your Software and Get Users on Day 1

No one gives a about you. They care

about what it's going to do for them.

The number one step in copywriting is

understanding what do people want. And

the the biggest indicator of whether a

launch is going to be successful or not

is

>> like the biggest misconception is that

influencers will do a good job selling

your product. This is one of the biggest

pieces of sauce that no one realizes

that the exalgo

really really looks at.

>> How much money do you make

>> this year? I'll make about a million

dollars.

>> A million dollars. How old are you?

>> I'm 23.

>> What do you do?

>> I have an agency that helps software

companies do Twitter launches.

>> Twitter launches. So like these like

viral like a new startup came out, they

just built their product and they want

to announce it to the world.

>> Either they want to announce it to the

world or they have a big fund raise um

or a new feature launch etc. They'll

come to me and I'll put together a big

influencer campaign, a viral launch

video um and I'll orchestrate the whole

thing end to end. And so some of our

launches have gotten as many as, you

know, 10 million views across the

influencer campaign, the main launch

video etc. etc.

>> Okay. Gotcha. And how much do these

companies typically pay you for a

launch?

>> They pay me anywhere from $70,000 to

$150,000 for a launch.

>> That is insane. Okay. So, I've seen many

of your Twitter launches as a Twitter

user myself. We saw Slash, Triple Whale,

all these had like two, three million

views per video, and then there's all

these like sub accounts posting. And so

like they really just come to you like,

"Hey, we had this new feature we want to

announce or their first version of their

product that they want the world to know

about. They want to do it on Twitter

because that's kind of where the tech

world lives." And basically you come up

with a plan to a make a really high

quality polished video that explains the

product, but b like this like influencer

ecosystem to get as much exposure as

possible.

>> Yeah. Yeah. And I like the way I look at

it and and when most people see a

launch, like they see the main video and

they think that's it. And so like when

people come to me, the biggest

misconception is like we just need a

video and then we're going to go launch

it and push it out there. But really the

more important part is the distribution

around the video.

>> Um and so like there's there's the main

video and then any campaign we do, we'll

do any from anywhere from 30 to 100

influencers that then talk about the

product uh and the launch as well. And

that's honestly like one of the bigger

pieces, right? Because uh the way I kind

of look at a launch is I look at it like

a club, okay? Okay. And if you look at a

club, uh, a club will hire promoters.

And promoters, what's their job? They

need to bring hot girls into the club.

Okay? And if the club and the promoters

do a good job that night, they'll bring

a ton of hot girls. The girls will post

on their story. Then guys will come and

the club will make a ton of money,

right? And a launch is the exact same

way where if we can pay promoters to

talk about the launch as soon as the

launch goes live and do all these

things, you know, that the algorithm

likes on X and on LinkedIn, then we

should have a super viral launch because

after that, everyone will organically

talk about it. And for example, with

like Meridian, which we just did, which

is a super successful launch, that's

exactly what happened, right? We paid

the first 50 or 70 people to talk about

the launch in the exact way we wanted

them to. And then all of a sudden the

entire two or three days after the

launch, everyone was on the platform

talking about it.

>> So you kind of seed this initial like

you're going to put a lot of effort into

a really high quality video and you're

going to seed 20 or 30 people that are

going to post something that you kind of

tell them to post essentially.

>> Exactly. And like the biggest

misconception

>> and like you know this because you're in

content and you've been in influencer

marketing etc. is that influencers will

do a good job selling your product. Mhm.

>> That is the biggest misconception. And

the reason is because influencers, they

can sell themselves, they can post for

themselves, but as soon as you pay for

them to to do something, they give you

the biggest load of dog [ __ ] They don't

give a [ __ ] Excuse my French.

>> But they don't give a [ __ ] And so what

we do is we actually take all of the

content and we we we bring in a content

team. So around a launch, we bring in a

content team for every single

influencer. They study the influencers's

page and then they write content and

make assets for that influencer. So

everything we do is like super tactical

and it comes from like a viral post out

there that we've already seen out there.

>> Wow. So you're going to have like this

like huge list of all the influencers

you're going to work with and then a

content team's going to come in and

actually write each piece of content,

each post for these people

>> for the influencer.

>> Okay, we're getting ahead of ourselves,

but this is like very very interesting

high level to understand the anatomy of

a launch.

>> Yeah,

>> I've been involved in many Twitter

launches from [ __ ] You've been involved

in some of the best Twitter launches in

the world for tech companies. And so I'd

like to make this like anyone listening

if they want to plan a Twitter launch

like how do they go about it? And so I

think the best way to go about this

would be like you have a Twitter launch

coming up. You just signed a new client.

What is the process for actually

orchestrating a launch?

>> Yeah. So like one of the most important

parts is the actual launch video. No

matter what you do um around the

distribution, no matter how much you put

into uh an influencer campaign, if the

launch video itself isn't phenomenal and

isn't revolutionary, new and cool, the

launch won't do well. Okay? And we've

seen it, right? Like we've had a flop

here and there. And the the biggest

indicator of whether a launch is going

to be successful or not is how you

position what you're launching. Does it

feel novel? Right? like people on X come

to the platform to find the new next

thing that is novel cool unique and like

revolutionary and that's like why you

know chat GBT right or open AI when they

launch something they don't need to put

anything behind it because what they're

doing is cutting edge it's it's it's you

know the the newest wave and so

>> I mean there's of course two parts to

that right there's the actual product

that you're building and then there's

how you can position the product and so

like you try to position the product uh

in the most novel way possible. So like

an example like Meridian, we just did

their launch. Um you know what sounds

more novel between these two? Calling

Meridian, which by the way was a a

software product to get your brand uh

ranked in chat, right? Like uh geo,

right? Like SEO, the new form of SEO.

>> What sounds more novel? calling it a

tool that helps your brand get ranked

better and seen more and get more sales

or saying the world's first uh AI SEO

team to get your brand ranked number one

by open AI chat uh sorry chatbt uh

perplexity and deepseeek or something

right like what's more novel unique and

cool out of

>> the second one for sure

>> and so it's like same tool but you

change the positioning you you make it

sound more novel and all of a sudden you

have a much better like launch, right?

>> This is something that I don't think is

very common in the tech world, but

copyrightiting direct response where

you're focused on the outcome that the

person receives by using your tool and

not necessarily the features. And so is

that basically you have a client come to

you, let's you say say meridian. They

come to you. Is that the basically the

first thing you're trying to figure out?

It's like how am I going to position

this product? Like is that your job?

>> It's my job 100%.

>> And you're going to choose a positioning

that's not just the feature of what the

tool is, but more of like the outcome

the person wants

>> desired outcome. Exactly.

>> So you're going to say the world's first

to make it look shiny.

>> Novel. Yes.

>> Novel. And then you're going to say that

will help you rank number one on chatbi

whatever it is.

>> Yes. Cool.

>> Yeah. Desired outcome, right? Like so

and the way you find the desired outcome

is through research, right? Like the the

number one step in copywriting is

understanding what do people want,

>> right? Like what do people out there

already want and need and if you can

fulfill that need and position your

product as the solution to that desire

and that need, then you'll do well. And

like uh you know if you're if you're

wearing a sweatshirt it's like why do

you buy a certain sweatshirt? And for

men it's probably like the fact that it

makes them look cooler and them looking

cooler makes them get more girls and

more sex, right? Like that those are

right.

>> Um so so yeah, like that that's like the

the positioning part of it.

>> Okay. So that's probably your first

conversation like how are we going to

position this? Is that going to be like

their first line of the video? Typically

>> the first line I always view is like a

bold claim.

>> Okay. And then the next part of the

video is backing up that bold claim.

>> Um, and the bolder you can make the

claim, I always say this is like, um,

how bold can we make a claim that is

still defensible, right? Um, and you

know, for Slash, for example, right?

like our bold claim was we raised $60

million to build the world's first um

banking plat uh platform that allows you

to open uh a business banking account

without an LLC or an EIN and so like

novel

>> bold the first world's first amount of

money raised etc which is like a piece

of ammo I view it right like how much

money a company raises because it gets

attention

>> um and so it's like that's always what

we start with like super bold claim and

you can get creative with it right like

>> I don't know if you're a uh software

product like let's talk about like MOI

for example with triple whale that um

basically like connects your entire tech

stack it's like chat GBT on top of your

entire tech stack

>> the claim you can make can be around

like amount of money you can make using

the product or something like that

something super bold

>> increase revenue 32% just by turning

this one AI tool

>> exactly yeah yes yes 100% and so that's

that's the start is a super super bold,

novel, revolutionary claim.

>> It makes sense because the people

watching the video need to understand

what's like what they're going to get

out of this. Like what is the value for

the person watching this video and if

they don't understand that right away,

they'll churn.

>> Yeah. Viewers are teachers. Yes.

>> Exactly, dude. People only care about

what they're going to get for

themselves. And if you make This is

another thing I I see people go wrong

with is they make it about them. They

make

>> We have been working on this for 5

years. I'm super proud to announce.

>> No one gives a [ __ ] how hard our team

has worked. No, bro. Tell me right now

what

>> it's gonna do for me, what I will get

out of this. Yeah. And the same as with

ads, right? Like if you go like

>> which we can talk about later, but if

you go into like advertising and making

direct response ads,

>> um, no one gives a [ __ ] about you. They

care about what it's going to do for

them and how how you're going to benefit

them in their life.

>> And that makes more sense. Like as a

content creator, you should be thinking

of how you serve the audience. Like that

is like a more righteous way to think

about making content to be fair. We're

we're making it sound like this like

controversial harsh thing, but it's like

no, like it makes sense. Like people are

watching content. You need to help them.

And it's not about your whole life

story. Your ego needs to get out of it.

Like you need to be very aware of how

you're helping these people.

>> But I mean I think that like goes back

to people being selfish, right? Because

it's like everyone's selfish. Everyone

wants to talk about themselves. And so

uh these founders like everyone always

wants to make it about them, about what

they did, about their background, etc.,

etc. when in reality it shouldn't be,

right?

>> So, you have to come in and like say no,

this is not how it's going to work and

that's why they're hiring you because

you understand what goes viral.

>> Yes. And the problem is it's like you've

probably seen this is like being able to

write copy like I I didn't used to be

able to do it like four or five years

ago. I had no idea what I was doing. But

it's like everyone always thinks that um

they can and everyone always thinks that

like their way is the best and like it

creates tension especially on like

bigger teams where it's like you have

like a a large team and bureaucracy and

red tape etc with people that don't

understand for example like direct

response and copywriting and you have to

go in I have to do this and be like no

we can't do this. Um, I don't want to

mention, but there was definitely like a

a point where in one of our launches

where it was like someone wanted to

completely like

write a launch script themselves

>> and they thought it was good and it just

wasn't. And uh and I had to go in and

and tell them no, you know.

>> Yeah. Cuz what you're valuing is like

clarity and being able to explain

something at like almost like a fifth

grade level that anyone can understand.

If you're trying to get millions of

views, most people can't read very big

words. They won't understand the

technical jargon. And so I see a lot of

people in the tech world want to explain

this innovation that they just did with

all these like deep technical words

trying to almost like show off their

intelligence where I'm like you're

actually doing yourself a disservice

because no one's going to actually

understand what you say. And if

>> 100% if you say one word that someone

doesn't understand they you lose them

like they're gone.

>> I mean you look at Mr. Beast, okay? And

like I I know you get this too. If you

if you watch a Mr. beast video, he

doesn't say like there is a a um you

know like a room and there are there's

money in the room. Like he will say

there's $5,000 inside this box that can

be opened this way. Like he explains it

to such a a level that like anyone in

the world could understand.

>> It's impossible to misunderstand.

>> Impossible. Yeah.

>> Yes. So I think that's really important

like a rule to understand like you need

to write write at a fifth grade reading

level. So first first your like overall

out like head headline is like the

world's first outcome the person

receives and that's going to be the

caption of the launch video pretty much

>> that that's like the that's like

actually what's said in the launch video

usually to start right so it's like I

don't know give me an example of a

software right like

>> I would love to just use slash so we can

stay consistent let's just use slash

that's cool

>> um just we'll go through that entire

launch video just so we can kind of like

see everything come together so what

>> for Slash

>> we raised $60 million to build the

world's first business banking platform

that allows you to open uh an account

without an LLC or an EIN. Let me show

you how it works.

>> Yes.

>> The other thing is getting into uh how

the thing works, right? How the product

works, what it does very very quickly

because every extra second is another

spot where people go wrong. Every extra

second

>> uh before you actually like give the

payoff, right? Like the payoff of of how

this thing works

>> um is, you know, people is opportunity

for people to scroll and to not watch

your video.

>> Great. So you you come up with the

positioning to kind of understand

mentally and you're going to make that

bold claim and kind of the same

positioning is the same thing basically.

So it's like we we invested the bold

claim is like we spent $60 million even

though they technically just raised $60

million but they're going to spend that

to make this idea possible.

>> So you're using that language. We spent

$60 million to make it possible to open

a bank account without an EIN or LLC.

And you're saying that without the EIN

or LLC, because that's like the core

pain point of people in different

countries of beginner entrepreneurs,

they can't start a business without

that. But if they don't live in the

United States, they can't get an EIN.

And so then they can't do business with

people in the United States. So it's a

huge pain point. You make that crystal

clear.

>> Crystal clear.

>> Outcome. You want start a bank account

in the United States without the pain

point you're used to.

>> Yes.

>> And that's the first line. Exactly.

>> And now you have to back that up cuz

everyone's like, "No way. That's not

[ __ ]

>> Everyone's like bullshit." Right.

>> They want to call you out. Yes.

>> Yeah. Yeah. So you show how it works,

right? And like you can do this in a in

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wop.com. Back to the episode.

>> Um, but you show exactly how it works

and like what the wow moment in the eyes

of the viewer is. like what is this wow

moment that this product can do that

backs up that claim uh for slash it's

not maybe as good of an example as uh

for example like MOI which again if we

go back to that example is we our claim

there in moi was that uh you know it's

the world's first agentic system and now

what I know by the way I wouldn't have

even called it agentic system too big of

a [ __ ] word I would have I would have

done something simpler right

>> it was trendy in tech

>> it was yeah um by the way. Like when I

started this, I didn't even know what an

agentic system or an agent was,

you know, um that can make like any

brand owner $100,000, right, in 30 days

or something. That was like the bold

claim there. And then the backing it up

is showing how it works. And so we

basically then showed how it can do that

uh via these wow moments, these

spectacular, insane moments about the

product and what it does. And you need

to pull those out. You basically need to

look at the product and say, "What are

the coolest things that this can do that

solves problems people face every single

day?"

>> A and how can we show that this solves

that problem?

>> Uh like if you look at like image gen,

right? Like OpenAI's image gen when that

came out, it went nuclear viral, right?

Um, like the fact that it could just

generate an image in like two minutes

that used to take a designer like 30

days or or whatever, right? Is a wow

moment. It is a wow moment in the eyes

of of a viewer because it solves like a

massive problem. And so like anyone that

has a software out there needs to go in

and look and say, "What are these wow

moments? What are these crazy things

that my product can do that solves

problems that people already have?" If

your product doesn't solve a problem

that people on Reddit are already

talking about, that people on X are

already talking about, then you probably

don't have a good product in the first

place, by the way.

>> And you need to demonstrate it. So, you

try to find that wow moment and then

very visually demonstrate it as quickly

as possible. Even if it is actually

clunkier to set up for the sake of a

launch video, you just want to show do

this, you get this output.

>> Yes.

>> Demonstrate it.

>> De I mean, it goes back to like show

don't tell, right? We learned this in

fifth grade, but this is like a very

like simple concept that everyone learns

that I see so many launches also don't

do

>> is that they don't walk the viewer

through how it does it and it doing it

in real time. Yes, that's the other

thing. In real time, not like in past

tense, not like um what it can do. No,

in real time. Let's say you're a blank

brand. Go in, open a blank, you know,

click here and then here's what happens,

right? And it's like present tense like

right now Mobi is doing blank or right

now Meridian is scanning through

billions of sites. So you're walking

them through and they're immersed.

They're immersed. And then you talk

about the production and and

post-production and like getting the the

video right to like immerse the viewer

in what's going on,

>> but you have to say it in real time and

demonstrate to walk them through what's

going on.

>> Yeah. You always have like the thing

that stands out about your work so much

me is how quality the animations are. A

how tight the script is. like it's like

beautifully articulated and very clear

like psychology principles, perfect

pain, problem, solution, everything. And

then very clean animations that are very

professional that perfectly visualize

what the product does, but not holding

yourself, oh, I need to use the actual

product and be too literal. Like it's

like it's a animated version of the

product where you're taking a few

liberties just for clarity.

>> And there's a fine line, right? like

like good video making um is the audio

and the visual line up one to one. And

like if you watch a Mr. Beast video

>> Yes. what you're saying matches what

you're seeing.

>> Exactly. Exactly. And the closer they

match, the better the video. And like

one of the reasons why Mr. Beast is the

best YouTuber in the world is because

everything lines up perfectly. Right.

And if he has a complex topic that he

needs to describe,

>> he, you know, gets creative in the way

with with animation, with 3D, etc.,

right? And so there's a there's a fine

line you have to walk, right? Because

you don't want it to be so abstract a

launch video where it doesn't feel like

you're in the product at all, okay? And

it feels fake, right? Because then you

lose trust with the viewer,

>> but you also want your audio and visual

to line up onetoone. And so like there's

so many examples in launch videos of

things that the product doesn't actually

do

>> um that we almost make it seem like it

does. And the the biggest one would be

like for example this computer vision

effect that we always add on launch

videos when we're talking about the AI

or the computer scanning something or

understanding something and it's

basically like these red boxes with like

a it's a plugin by the way. It's fully

just a plugin. Um and and um you know

that allows you to visualize like a

computer scanning. That doesn't actually

happen by the way.

>> None of that actually happens. But the

the thing is is that you need uh the the

the visual and the and the audio to line

up onetoone. So there's certain areas

when you're editing a video and uh you

know you're going into the the

post-production that you need to do that

in order to make the video good, in

order to get the

>> Yeah, you're trying to visualize

computer vision and so you're just like

putting these like red boxes that

simulate a computer looking at

something.

>> That's really cool. And you're that

you're using that to communicate. The AI

scans your documents and you just show

that even it's not at all how it

happens, but it helps communicate what

you're saying, right? Right.

>> Okay, cool. So, let let me make sure

this is clear. So, first it's like the

bold claim desired outcome basically

like what you're going to get. Then you

need to back up that bold claim. So, you

need to kind of showcase the unique

mechanism like what is the how were they

able to solve this problem. So, then

people are like holy [ __ ] that actually

is real like the wow moments of the

product.

>> The wow moments. Okay. And then to

showcase that you want to make sure

you're what how you're basically walking

through this. This is probably like a 30

secondond thing at probably around

there. Yeah.

>> Where you're like and we're able to do

this through this new agentic system

that views your computer and sees what's

on your screen and then gives you live

recommendations and analytics on how

whatever blah blah blah blah blah and

then you're showing that all visually

then what happens?

>> Okay. So then um this depends okay on

the launch. Uh we've done it both ways.

Um, and I think it depends on the

product and who is launching it.

>> And, uh, occasionally we'll go into

social proof and trust. Okay. And if you

are a triple whale, okay, who's been

around for 5 years, who everyone in DOC

and ecom knows, for example,

>> triple whale, Moby is a software or a

Shopify app that helps Shopify founders

track all their analytics, their sales,

much much more. But high level, it's a

Shopify app that helps ecom brands.

>> Right. Right. And they're one of the

biggest in the space, right? Like if you

are in ecom, you know, and you've known

these guys forever, you don't need

social proof. Okay. Triple well making

an announcement in this space in the

category they're in, they don't really

need it. They're the authority.

>> They are the authority already, right?

Like that just their name is enough. Uh

if you're launching a brand new product,

you're a first-time founder, etc. You

probably want to add some of that social

proof. How many uh companies use you

guys already, what some of the results

have been, who you're backed by, who

your investors are, etc. Take that time

there

>> uh towards the end after you've gone

through like the proof of your claim and

you've thoroughly backed up your claim.

Um, after that in all of our launches

comes a lead magnet and a giveaway.

>> And this comes to how the Twitter and

LinkedIn algorithms work and how they

serve content. And like a lot of people

don't know this,

>> but the Twitter algo was open sourced.

Elon bought the platform and opensourced

the algo. You can go on GitHub, you can

watch YouTube videos on it. You can see

how the algo works. And there's two

sides to the algorithm. There's sourcing

and there's ranking. Sourcing is will

the algorithm take your content and show

it on the for you page at all? And then

ranking is how high up will you be shown

on the algorithm. Sourcing again, are

you going to get shown at all? Yes or no

to a specific user. Um the biggest

indicator in sourcing is a retweet.

Okay. the biggest indicator in ranking

and how high up you'll be because it's

like great if you get sourced but you're

number 750 out of 1500 pre-loaded posts

great like you know you're not going to

get seen that's not a viral video

>> um ranking is how high up and like any

of our launches if you were in sort of

like niche of the launch it would have

been one of the first or second things

on your for you page on the X on X

>> and the reason is because they they

ranked very highly the launches and

ranking the biggest indicator

is a reply,

but not only just a reply, a reply and

then a reply back from the tweet author.

This is one of the biggest pieces of

sauce that no one [ __ ] realizes that

the exalgo

really really looks at

the person reply and then did the tweet

author reply back. Whoa. And if you see

a launch out there and you see all these

replies and you don't see the author

replying back, they massive miss.

Massive miss.

>> You need to reply to all of them. Three

of them.

>> All of them. All of them. Yeah. Yeah.

>> Um and to me, the way I read into that

is like the the platform, right? They

want a viewer or they want a user to

spend as much time as possible on the

platform because then they can serve

more ad space, right? It's like they

have more inventory essentially. They

also want to incentivize engagement and

that you're not just like extracting

value. So that makes a lot of sense to

me.

>> Yeah.

>> Okay. That this is what I we've done a

lot of Twitter launches at [ __ ] and I've

orchestrated all of them. And so

>> the one thing I notic about you is you

always something we've never done is a

lead magnet where like you'll even in

the launch it'll say comment this word

and we'll give you a free guide on how

to use it. Yes. And then then you're

just incentivizing everyone to comment

to maximize the engagement and then

you're actually giving them value which

kind of triggers reciprocity. Yes. Yes.

And it also kind of educates them on

your product, too. So, I was like, this

is like the most genius engagement hack

ever because it's a launch video. You're

already getting a ton of eyeballs. This

is just going to push it way further in

the algorithm and you're giving people a

free guide to help them

>> and you could get them into the funnel,

right? So, it's like this is done really

well. Yeah. Email capture. Exactly. So

for Meridian uh what we did was we they

devoped a way to check how you're

ranking um with chatbt all the platforms

and you enter your link you enter your

domain and then it gives you a score

basically

>> and um with that for example

>> we could have we didn't we just wanted

as many people trying the product we

could have put a an email capture um and

then hit them right in in email um but

also it like gives gives them a taste of

the product and like they want more,

right? Like after they see their search

score, okay, now they want to improve

it, right? Now the user wants to improve

it. And so that for example

>> um was an example of like something that

I think was really well done.

>> So from Meridian, you gave them a search

score where basically if they click

this, if they comment this word, you'll

send them a link. That was an

automation. Just what Twitter what

Twitter tool do you use for automation?

>> Uh we actually don't automate. We do it

manually. Yeah. Just in case. I don't

know. May maybe it's in my head, but I

get worried like if it goes super viral,

too many uh DMs going out that that

something could happen.

>> Okay. And then you just made this like

quick little tool that will like

basically give them like a random score

zero to 100 basically

>> 0 to 100 and then show them the actual

prompts that were put into to chatbt. So

like let's say you're Athletic Greens

for example. Okay, you type in Athletic

Greens into the domain and then uh sorry

into this tool we made. And then what

the tool does essentially is it goes and

runs prompts best greens powder, best

blah blah blah through the APIs, through

open AI's API, etc. And it comes back

and it returns a score and it said you

were number two and Gruns was higher

than you for example, right? And we gave

this for free. It cost the company

money. It cost Meridian money. We gave

it for free and we gave this like

onepage report that was generated in

like two minutes. Um, and then they

could click a button and be like, you

know, sign up, try Meridian now.

>> It's actually useful.

>> It's actually useful

>> and it solves a problem that's relevant

to them. And so it's like the first step

action they need to take to use the

product and it's a very quick win.

>> Yeah.

>> So it's like it makes them even more

aware of their problem as

>> I mean it solves a bunch of things,

right? Like a we know we need

algorithmically a lot of people at a

high percentage to repost the video and

comment on the video.

>> Okay. So how do we do that? We dangle a

carrot in front of their face and say,

"Hey, you want this thing?" Okay, in

order to get this thing, repost and

comment and then we'll send it to you.

>> They have to retweet. They have to

comment a keyword.

>> Yes. Exactly.

>> Okay. And then you send them that thing.

It actually gets your email. So now you

can like actually start building an

email list to start selling them in the

future because they've shown intent.

>> And on top of that, you're helping them

solve a problem or become more aware of

the problem that your product solves.

Exactly.

>> By giving them, hey, your score is

really low. You actually need to work on

this. And that validates that.

>> Exactly. It kind of builds trust and

authority with the relationship with the

customer.

>> Yeah. Yeah. And then even better is

like, hey, can this be something that

like is viral and people talk about? And

so like for example, something we did

with Meridian

>> is we wanted to like really build up the

perceived value of this giveaway.

>> And so what we did was people would just

like comment something. They wouldn't

even comment the keyword which was

meridian for the giveaway,

>> but like you know a big brand founder

would comment and we went in and ran the

thing for them and they just replied

with a screenshot and said like you need

to do some work here.

>> Ah wow. So even like just that's so

smart that's a lot of work but that's a

lot of work but those details matter.

>> I had my VAS on it.

>> Yeah. All during the launch and if you

go on that post you'll see a bunch of

replies. We should have even done more

to be honest.

>> That's almost like public like

accountability. like their company's

going to see that and someone in their

companies be like, "Shit, that's my job.

I was supposed to be doing that." That's

hilarious, but it's so smart. Okay,

cool. So, that makes a lot of sense. So,

you have like this bold claim. You

position the company. You have a bold

claim with a desired outcome and then

kind of like a objection handler.

>> And then you have the wow moment

demonstration. And then if you are a

smaller brand, you want to do a social

proof like this is used by XYZ brand or

we trusted by 2,000 people or backed by

Peter Teal. Just one line, not all of

them. just like one quick social proof

like we're legit and then you're going

to vary at the end and say just for

thanking you for watching this video. We

want to offer you a free guide if in the

next 24 hours if you just comment and

retweet this video we'll send you this

Meridian AI SEO score report. Yeah,

>> just comment this word and we'll send it

to you.

>> And then

>> can I add one thing?

>> Yes. The one thing and and the other

area I see people go wrong is validate

that your giveaway is a good [ __ ]

giveaway

>> by by making sure there's like people do

giveaways on LinkedIn and X all the

time. Yeah. Okay.

>> And you'll see this on on like any

algorithm, right? Like I used to post

Tik Toks for example and I would remake

the Tik Tok practically word for word

and the Tik Tok would go viral two

times. The same concept, right? And the

reason I say that is because validate

that your giveaway is a good giveaway

that people actually want by copying a

giveaway out there already that's

tangental or in niche.

>> Um, and just copy it.

>> And the reason is is because there's

validation and there's proof that, hey,

this giveaway performed. Okay. This was

something people actually wanted.

>> So look Okay.

>> Yeah. Go ahead.

>> So look to see if it's some like a type

of product that people are already

interacting with on from other people in

the community. influencers, they're

selling a course or other brands that

most brands don't do lead magnets like

this. So, it's a very slept on thing in

the tech space. It's kind of funny.

>> But if you're looking at the people who

teach AI SEO, see what they're selling

to their audience. Like, why can a

company not build a tool that's actually

good because they're a tech company?

>> Either selling or giveaway. Like another

one we did, um this guy on LinkedIn, it

went nuclear viral. He was giving away a

um Slack media buyer. So, like it buys

your ads on Facebook. Um, and like you

can talk to it in Slack, right?

>> And it went nuclear. Sounds awesome. It

went like like on LinkedIn like 20,000

comments.

>> And I'm like, why? We can build our own

AI media buyer in Slack. And like, you

know, that is a better there's a better

chance that that giveaway is going to do

super well because it's already proven,

right? Like people in the in that niche

have proved that they want this, right?

Because it did very well. And so like I

always recommend like find something out

there that's already proven and copy it.

>> This is like expert level advice here

that like that alone adding the lead

magnet I am very confident adds at least

30% more views to the launch. And at

this scale and what you're doing like

you're probably going to get a million

views no matter what with what you're

the level of quality that you do. But

just doing this is another 3 to 500,000

people which is [ __ ] insane how many

people that is. So it's a little bit

more work but drastically bigger outcome

cuz you're thinking of every detail to

maximize the reach on the algorithm.

>> So that's [ __ ] sick. Thank you.

>> The last thing that I remember

>> um from the slash one is you always have

a flavor of rage bait

>> and it's very subtle like you're always

you are towing the line with

controversy.

>> Yes.

>> And so I think this is like the number

one most important thing you need to

understand about Twitter is there's no

nuance allowed

>> you have to have bold claims like you

have to have a stance you need to be

polarized and then you need to be on the

edge of controversy without getting

cancelled. And so what was your

ragebased strategy for this slash

launch? Yeah. So, we actually had two in

this and one got nuked by their

compliance team. Um, okay. So, the um we

said like slash offers every user

regardless of banking size non Mumbai

247 customer support.

>> And so that little line alone got like a

levels quote repost. Levelio retweeted

it. Quote tweeted it.

>> Yeah. And like everyone commented.

Everyone's like, "There's no way he just

said that." And it's that like little

subtle subtle thing that you throw in

that like almost like, you know, gets

brushed over, but then gets someone to

be like, "Wait, was that was that real?

Did he just say that?" Right? With

Meridian, um, we purposely there's

certain communities on X that are easy

to piss off. Okay. The UGC community,

super easy to piss off, and the SEO

community, super easy to piss off. And I

knew going into that, I'm like, I want

to piss off the SEO community, okay,

purposely. And the reason I wanted to

piss off the SEO community is because

they're going to start commenting.

They're going to start quoting. And it

worked, by the way. We had like hundreds

of them raging, like getting really

upset about it. And little did they

realize that they were just distributing

the hell out of this post for us, you

know.

>> Um, so, and the one we got clipped on,

I'll say it because I think it's really

funny and I was proud of it and I was

upset that it got clipped. um was um uh

another like uh feature that we wanted

to highlight in the Slash launch was

that um Slash also allows you to open up

unlimited virtual credit cards. Let's

say you want to give your virtual

assistant a card but don't want him

spending your money on only fans, block

it, and Slash will automatically reject

any of those hosts and it was going to

just like cut to Victor's face right

then and there. It's all in edit ready

to go and he's like, "No, we can't say

that."

But I love that you have to like

experiment and toy the line because

that's like what's going to break the

pattern for people when they're

watching. Especially in the tech

industry where everybody's so used to

just bro it's [ __ ] neutered.

>> We are here today to change the world

and drive massive impact and just all

these like fluffy buzzwords.

>> Neutered. Neutered is the way I say it.

It's like it's it's neutered men. Okay.

It is it is so vanilla. And if you can

just like be willing to tote the line a

little bit, a little bit, you know, you

can you can do very well.

>> Yeah. And I just to go back to the slash

one, the non-M Mumbai 24/7 customer

support. How much you're communicating

in two words right there is so based

like it's so culturally relevant to like

internet money culture. Yeah.

>> And then on top of that, it's like

>> you're still communicating. This is like

premier 24/7 support by the

juxiposition.

>> Non Mumbai.

>> Yes. Non. But that's just like funny.

And it's not like that offensive like

it's controversial. It pops out but it's

just like just emphasizing that you care

about your customer support.

>> We did get some Indian people mad in the

comments.

>> All you're saying is you're not

outsourcing customer support. Like it's

like in house. That's all you're saying.

>> Well, it's also like go back to

research. It's like what do people like

complain about like traditional banking.

It's like can't get on the phone with

them and if you do it's like a thick ass

Indian accent

>> outsourced. Yeah. Outsourced and they

can't help you

>> or a Filipino, right? Another thing I

wanted to do and I thought was funny was

um was like do you ever notice like and

I have a a ton of u Filipino people that

work for me. I love them. They're

freaking awesome. But you ever notice

that like uh Filipino people like are

very professional

>> and so they say like yes sir a lot. And

like I wanted to like play off that and

just like in a slash video um have

Victor calling uh calling like MX

support and it's just like the the

terrible customer support, the terrible

like yes sir, yes sir, we offer without

yes sers.

>> We on it sir. Yes.

>> Yeah. It's funny too. I think that's so

important to understand like the

cultural relevance and like being

willing to like take a few brand risks

like that. Like it's really not a risk.

You're not going to get cancelled. The

product is [ __ ] amazing. like but

just like those little pieces are what

make it a beautiful piece of art and

make it get millions and millions of

views. So you have that video that's

like high level what the core

launch video is like that is the asset

now it's like okay we have this asset

those are little hacks to get organic

algo pull but to ensure guaranteed tens

to millions of views you have this

influencer

>> push

>> orchestrated

art piece

>> lined up before the video goes launched

to make sure that it's going to get

immediate push and so I want to go into

how you structure about how you think

about that. But how many views did do

your launch like what is the most views

one of your launches has gotten

collectively across the actual video

itself quote tweets and then the

influencer tweets?

>> Meridian did around 9 million something

like that. But that doesn't include

LinkedIn because we don't know LinkedIn

impressions right because only the post

author knows and we we didn't ask for

it. one video, 9 million people in tech,

which is like one of the most valuable

audiences B2B hearing about that is in 9

million business owners.

>> You should see his calendar, dude. You

should have seen his calendar. He had no

AES, no SDRs, nothing. His calendar was

like for three weeks out just demo,

demo, demo, demo, demo every 30 minutes.

>> That's [ __ ] great.

>> I was so proud of it. It was awesome.

>> It's insane, bro. You were mastered your

craft. So, let me let's go into So, step

one, that is a marketer's job. Make that

video, understand direct response, build

out everything we talked about. If

you're working on a launch video,

>> put transcribe this podcast, go through

chat GBT, summarize what we just talked

about, and just make sure you're hitting

all of those, and then help you write a

post that way

>> or just pay me $100,000

>> or pay Matt 100K. But we got all levels

of the spectrum here. But if you raise,

hit up Matt. So, next, you actually have

that piece of content ready. Now it's

time to prepare for the actual launch.

So now it's like the logistics of

marketing. So you have the video posted,

you know whose account it's going to go

on, probably the founders, and then

you're going to have, you know, the

caption. Great. So, and you know what's

being pushed in the video. Now, you want

to partner with creators and influencers

on X, but you don't want them to just

like glaze the post or retweet it. You

want them to have like subnarratives

that enhance different angles. So maybe

these features didn't make the video,

but they are interesting or it's just a

different way of explaining to a

different base of people. And so it's

different context that matters to them.

And so please explain to me your like

how many influencers are you working

with?

>> Yeah. So it depends anywhere from

anywhere from on a small launch 30 or 40

to a big launch 100 uh 100 people all

orchestrated. uh like an hour or two

hours after the launch goes live is when

you want all of this to go out, okay?

All this stuff to go out. The other

thing about the influencer side of

things

>> is

>> um you want a couple things. You want a

post from the influencer and then you

also want them to do all the engagement

um metrics that we want on the main

launch. And so what that is is that's a

repost and that's also a comment on the

main launch. And so you want them to do

that and then you want to encourage them

as well and we do this via just like and

a lot of them will right because we give

them a ton a ton of deals. They'll just

do it for us to also engage with each

other to ping pong off of each other and

so they all engage with each other.

>> That is like just one part of it. But

then there's like the main post that we

want from each influencer and that like

depends right and this is also like you

need to have a feeling like you have

this feeling I have this feeling because

we're chronically on X and we're

chronically on LinkedIn of what content

works out there. Okay. And especially

what content works in this niche goes

back to doing [ __ ] research. Goes

back to like sitting down when you're on

a launch post when you're doing a launch

to spending like 10 hours or 20 hours

seeing what everyone in this space is

talking about and then what content is

an outlier in this space and what are

the outliers and save those and then

copy them, right? Copy them on the

influencers. And so like find basically

we'll put together a a post guide um and

like in the post guide we have like 20

referenced examples um of viral posts in

the niche of the launch and then we

basically try to plug and play those

into each influencer. And so what we can

end up doing and you'll see is because

like we know X and we know LinkedIn

oftent times our sponsored post on the

on the influencers page does

>> way better%

>> than their average post way like leaps

and bounds better. And then the other

thing you need to do is you need to make

um like visual assets

>> for each influencer because the

influencer is not going to do it

themselves. Okay? And you know, a a post

without an image or video and a thread

without an image or video sucks. So, you

need to make assets. If the influencer

is like a super high lever influencer

and we feel that they could drive a ton

of demos or a ton of impressions, we

will custom make and like go in and have

my design team and my editing team

custom make the assets for that

influencer to then post.

>> If they're not, we'll have like what we

call out of the box assets. And so, like

every launch, we'll have like 20

different assets about the product that

we plug and play into the post.

>> Gotcha. So for like for us for example

how I would think about it is we did

like a payments launch where we launched

like three different things multi PSP

orchestration crypto paying and payouts

and then global paying and payouts. And

so like crypto was like one small piece

of it. So what we could have done is

worked with a creator on like that has

like maybe 20,000 followers and said hey

we want you to quote tweet our launch

video and about 30 minutes after it goes

live make a thread with the quote tweet

of how anybody can use crypto payouts.

And so you're going to write a thread

just about the crypto section that goes

more in depth, but it's more about like

how this can impact people in their

niche. And it's more explaining the

crypto aspect of it. So you're pulling

one piece and then have another piece of

content that's going to go deeper on

that angle.

>> Yeah.

>> Interesting.

>> And and here's here's another example,

right? So like Moby uh which was Triple

Whale again, if we go back to that

example, uh one of the really, you know,

uh top performing like posts uh was like

and you could see this, right? Like

people always compare models. So they'll

go like deepseek versus uh Gemini,

right? And they're like, I tested it

with 20 different props. Here were the

results. And so like that's the

reference, right? That's like the

reference point. And then we did that.

So we did like Moby V Chat GBT or

something like that, right? And and

influencer posts or like uh Shackleford,

right? Like Nick Shackleford. He's a big

influencer in the TTOC community for

example. Um he was like here are you

know like it was like triple whale just

launched Moby and it's insane. Here are

five different ways uh you know we can

use it at BRZ which is his brand.

>> Wow. So you're kind of making putting it

in real practical terms. So it's like

they made this announcement video that's

kind of like here's the explainer,

here's the technology, here's like the

broad outcome, but then here's like five

then the subweet from a guy who actually

owns a brand is like here's five ways

that will actually be used in our

business specifically. Yeah. And then

you're writing that content for him.

>> Yeah.

>> Wow.

>> Yeah. Exactly. Smart. Okay. So, how are

you choosing who to work with?

>> Um, at this point it's like we have 100

150 of some of like really like big

people with negotiated rates just

sitting in a slack ready to go for our

deals to come in at this point just just

because of like the volume we've done

now.

>> Um, but every launch we we outreach to

more people. it it's you know it's just

a game of like finding creators that

have very high engagement and then like

also I think the other thing is like um

engagement is not everything right like

this is the same on Tik Tok same with

Instagram influencers it's exact same

idea I look at people that have people

that know care and love them

>> okay those three things because that's

influence in my opinion know care and

love

>> absolutely

>> and the way you can tell is not just by

like hey how many total likes does this

person get no it's like are people

commenting and being like yo like

another [ __ ] bomb, Jimmy. Like this

is amazing. Like you're the [ __ ] man.

I love you. Are people like do people

like know about Jimmy's personal life,

right? Like all these different things

that relates to influence and trust and

then like booking a demo from them,

right? And so like I'll give you the

example with like this guy Nick

Shackleford. Go look him up, right? He's

an influencer we work with all the time.

>> Um

>> people know his business inside and out,

okay? Like because he talks about it all

the time. He talks about a ton of

tactical stuff. He talks about how much

money he makes. He has people that know,

trust, and love him. He's a high lever

influencer that can book a lot of demos.

>> [ __ ] just released a new app store that

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And [ __ ] does more than just

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can get started today. Now, back to the

episode. I I think that it's not as like

Twitter's an interesting one. One, I

think accounts like 20 30K, like that's

plenty, and they just need to like know

how to write content that gets views.

like they know how to write engaging

content and they have an audience that

like actually genuinely listens to what

they have to say. It's not just some

like spam account that has 200k

followers that's doing like a

templatized lead magnet system. Like

make sure it's like a human being who

talks like a normal person. Even if it's

just like 10, 20, 30,000 followers,

that's like enough to get numbers on

Twitter. So don't overoptimize for

followers. And then it's just like do

you have I'm curious if you are like

going like niche adjacent like you said

that you go you knew it's gonna uh

Meridian's going to piss off the SEO

world but the SEO world maybe isn't

necessarily the target demographic. They

definitely are kind of but it's also

more just for like

>> CEOs and founders who want to automate

it in a way. So it's like almost cutting

out the SEO people. Exactly.

>> And so were you finding SEO?

>> No, we were finding brands. We were

finding Yeah, we were finding like brand

owners and people like ecom's big for

Meridian, so it was like a lot of ecom

people, right? Um

>> yeah,

>> it's interesting that you're not paying

influencers. So, you're not paying

people who are like content creators.

You're actually paying business owners

in the niche to then talk about how this

business affects them.

>> Yeah.

>> And so they're not traditional

influencers, but they'll still take a

paid post.

>> Exactly.

>> Interesting. Yeah. Exactly.

>> That is fascinating.

>> Um Yeah. It's uh it's it's exactly that.

It's it's brand owners a lot of times,

right? If you have like a product that

sells to to DTOC,

>> so it's who your customer base would be

100%.

>> So you're trying to find people who are

in your target demographic like who

would be your customer to then tweet

because obviously they have people that

follow them that are in your customer

base.

>> Yeah. And then I mean look, there's also

like some other strategies too that you

can deploy that we've done as well that

are that are really big like what

>> uh Discords. So, if you get in Discords,

um, for example, with like Slash,

they're big in the crypto world and so

like we we tapped in a couple like um

big crypto discords and like that's

super powerful by the way. That's

something we're like it's a big uh a big

like push internally in our company is

like getting and tapping more of these

Discords.

>> Are you just linking the post or are you

getting them to

>> We're doing giveaways in the Discords

>> if you engage.

>> If they engage. Nice.

>> Yeah. So like all of a sudden, you know,

you could get like 200, right? Like

retweets and comments on the post

immediately. Um, and so like that's a

big thing that we're trying to do.

>> Uh, the other thing is that,

>> and these are you have to know somebody,

>> but there's like a lot of like faceless

accounts that they're not necessarily to

book demos and they're not necessarily,

it kind of goes against actually what I

just said,

>> um, but their purpose is just like

>> amplification and so like there is like

chase passive income. Okay, he's a guy

on X that that we're connected to and he

like is just a [ __ ] poster, okay? He

just like memes, but he gets a lot of

attention. And so like having five, 10,

15 accounts like that that you can plug

in to a launch um can can really amplify

pages that like have a huge following

just hitting retweet for 500 bucks or

whatever.

>> Yeah, you kind of have to play it like a

video game though and and I'll tell you

another area uh where you can go wrong

is um and and this is in my opinion just

from my experience, okay? I don't have

cold hard data to back this up. Um, but

it's like you put the wrong gas at the

wrong time. And what I mean by that is

if you take like a massive theme page

>> uh that we have connections to and you

put that theme page on within 10 minutes

of the post going live,

>> in my opinion, you kind of get served to

the wrong audience

>> because you get you get people watching,

right? And then the algo like looks and

says, "hm, these people didn't engage

very heavily

>> uh because they're not like super core

base, right?" Like the the way the

algorithm works is it sends out to a

small group of core base

>> uh at first sees how they respond and

then opens it up right after it's like

how basically every algorithm it tries.

Okay, core follower base. Did they

engage like standard typical or more?

More. Great. Let's send it out wider.

Okay, second level. Do they engage the

same level or wider? Oh wow, this is

really popular. Let's go broad. So if

you send like for me when I launch

podcast, I don't send external traffic

from my email list or I don't tweet the

video for like two or three hours cuz I

want my core base to have like its full

experience first to make sure the title

thumbnail is hitting for them. Once I

can optimize the title and thumbnail in

three hours, then I'm going to email

blast, tweet, and put on my Instagram

story to get that second level and pass

the test.

>> Same thing. So core, same thing, by the

way. Like you're playing when we're

doing these launches, we're playing, and

this is something I've learned just from

doing a lot of them because we have all

this ammo, okay? We have all this

ammunition on any one of these launches.

We have all these influencers.

>> Uh it's like who's going to post when,

it's like who's going to repost when, we

have some of those pages I told you

about. Then we have discords and you

have to like kind of watch and you're

like playing a video game. It's like all

right, when am I going to put gas on?

When am I going to take gas off? Right.

Um

>> that's 100%. You're like live in the

moment and you

>> I'm like I'm sweating behind every time

it launch. Like I'm sitting here like

glued refreshing every 3 seconds.

>> Literally.

>> Yeah. And make you have to make sure

like 30 people post. So by the way, I'm

just sitting here thinking like, "Wow,

we should be charging like $3,000 for

this conversation. This is like [ __ ]

sauce." I would say that people like

there's probably so many people out

there that like listen to this and like

wow that sounds really you're just like

farming engagement or it's like this

seems inauthentic. Every company every

viral tweet you're seeing there is a

marketing team behind it the scenes

doing stuff like this and whether you

want to accept that or not hard reality

this is the art of marketing and this is

what the best people in the world are

doing. So no matter how you feel about

it this is the game and you are learning

the most advanced tactics right now. I I

mean I would also say though is like yes

like you're you're you're essentially

like getting X to push your content to

the people that you want it to.

>> Exactly.

>> And like that's why right like if a post

like Meridian gets 2 million views it's

like it's getting pushed to the people

we want to just by default right and

it's probably getting pushed actually

outside of the people that we like

really want to right like that's like a

viral post. Your only objective is how

do I get the 1 million people in my TAM

to become aware of this product that

exists that will actually solve a

problem for them. Exactly. These are

amazing products you're promoting. This

is not like some gimmicky drop shipping

product. These are like innovative tech

companies where literally anyone in the

world can now create a US bank account.

Like that's [ __ ] awesome. Like it

helps so many people.

>> And so I want to go back into your

influencer strategy. How are you

organizing all of this? Are you

literally like just making like a Google

sheet and you're just outreaching? How

much are you paying people? And then how

do you I guess you literally have a

content team.

>> It is a [ __ ] ton of manual work. Yeah,

there's it is a [ __ ] ton of manual work.

Um and I dread it cuz like I I do I'm in

the weeds like um yeah, it's like a fat

spreadsheet with a ton of toggles,

content draft links, um payment terms,

uh price. Um it is like they're I mean

look, I I probably could spend time and

like automate and I probably should.

we're just like, you know, we got a lot

going on and I and I haven't done it.

Um, but it is super [ __ ] manual. A

ton of VAS on it at any given time. And

um, you know, like me and strategists

like looking through posts, locking

posts in, confirming with creators, uh,

that their post is going to go live at a

certain time at a certain day. I mean,

coming up to a launch, it is like it's

intense. It's int if you want to do it

well. It's intense. Um, it's weekends,

it's long hours, late nights. It's a lot

of work in a concentrated period of

time. It's like a six week window where

you're like it's like boom and bust, you

know, like all in these six weeks and

then you're kind of taking a few weeks

off.

>> Exactly. Exactly.

>> So, but it's important.

>> Yeah. And then in terms of pricing, it

really depends and also it depends on

the niche, right? Like for example,

crypto influencers are expensive as

hell. Uh that's something to note. Um

but ecom influencers are cheaper, etc.

We see that an influencer for a thread

um and a LinkedIn post it's anywhere

from 500 bucks to $3,000 depending on

how big they are. I say the average it

usually comes out you can you can

account like a thousand bucks a person

>> and so think about it this way I mean

these companies like you know if you

have a 100 person influencer campaign

you're spending 100

>> G's on influencers

>> and so is that a part of the budget when

you say you charge anywhere from 70 to

150k are they giving you like 30k

>> that doesn't include the the

>> so that's just like for execution of the

creative writing all the content

everything orchestrating the whole plan

and then on top of that a how many what

would you say an average budget is like

30 50k 100k

>> I would say like the budgets we play

with are are 50k plus usually

>> for influencers for the amplification

aspect of it okay so let's just say like

100k on average for your services 100k

for your services and then another 50k

on top for amplification to maximize the

reach

>> and that 50k is the difference between

probably a few million views to close to

10 million views if

>> yeah if done well the thing is is that

like the biggest piece is getting that

video perfect

>> that video absolutely Perfect.

>> That's why I wanted to spend a lot of

time how how you structure the video.

I'm not asking you what camera do you

use. I'm not asking you how what team

are you using, how is it shot. It has

nothing to do with it. It's like what

are you saying and how are you what what

is the message basically into that is

the art of marketing.

>> It's also look it's also what you're

bringing into the world and that's the

hard part is like it is if you have a

product that is just like not

revolutionary like it's hard. It is hard

you know. Um, so it's like that that's

that's something big is like are you

bringing something to the world the

world wants and that is like

revolutionary and new. Yeah. Which is

why you're leaning towards tech for the

most part. Like you're not going to you

could do this for a new drink brand

maybe, but that' be very difficult. Like

you have to be a very S tier marketer to

like come up with a create that's all

creative and ideation there. Where these

tech companies like this probably is the

first time you've been able to build an

LLC. Novelty is the most important word.

If you don't know what we mean when we

say novel, go Google the word novel

right now. That is like the only word

you need to understand if you want to

get views on social media. Every post

just needs to be novel. People there's

like a there's always like a underlying

ether and there's a meta on the internet

right now. And you'll see like this

trend if you're paying attention for 3

hours in the morning. All of a sudden

there's like one winning like topic or

narrative in the market in your niche on

Twitter. That is the meta. You just need

to add a novel take on that meta and you

can get views every single day. As long

as you start with bold claim, you have a

novel take and you're not nuanced, it'll

work.

>> There's two there's two uh there's two

prompts that I love when I'm copywriting

and like this goes back to the video.

Also, the influencer side of things

>> um that I that I put into AI is make

this sound more novel.

>> Okay, that's one. And then the other is

turn up the intensity. M.

>> And so the intensity one is interesting

where it's like

>> um

my you know if you're making like an

ecom ad like my leg aches versus like

>> uh there was a uh I don't know I'm

giving a bad example but there was like

a burning sensation in my leg right like

whatever that was a poor example but if

you can intensify any statement any

statement you make

>> um

>> I'll give you an example with like

meridian like less intense tense, also

less novel at the same time. Like, we

help your brand get recommended more.

That was what Alex wanted to do, the

founder. And I was like, "No, no, no. We

need to make this more intense and more

novel." Uh, and like we're the world's

first team to get your brand ranked

number one by Chachi. That is a more

intense statement, right?

>> I would never know what recommended more

meant like on Amazon.

>> Vague. It's vague, right?

>> So vague. Yeah.

>> So, it's like vivid language and the

world's first. Like,

>> that's the novelty.

>> Yeah. Yeah. Was it the world's first?

Who knows,

>> right? Right. I mean, well, that's where

you try to get like a defensible

statement, right? And then there's

compliance that you have to think about,

etc. Um, but yeah,

>> that's [ __ ] interesting, bro.

>> It's cool. This is like my favorite

thing to nerd out on. Yeah.

>> So, influencers, back to influencers,

you said around like $500 to $3,000, but

average is around $1,000 per influencer.

You're going to do around 30

influencers, maybe 50 depending on the

budget. And these people are all going

to be given content written by your

team, like a full thread with an actual

graphic or image or a format that's

known to go viral and just write it in

the specific context of their business

because they're a business owner. And

you're going to have like the

subnarratives going out. So it's not

just like a quote to like, "Wow, this is

sick." It's usually more of like,

>> "Wow, I can't believe this just came

out. Now I can do X, Y, and Z for my

business." Y and then another another

little piece of sauce is uh the same

tactics that work on the main launch

post all work on these influencer posts.

And so what that means is people

replying to comments is big. So getting

the creator to reply back to everyone

that comments is big.

>> U giveaway works. Okay. So that can be

the same giveaway you have on your main

launch. Gotcha.

>> Or you could even create sub giveaways

which we've done too, right? based on

the niche they're in. And so like now

you have maybe three giveaways. So every

influencer post has a giveaway in it.

That's like a little check we have on

our SOP before all these influencer

posts go out

>> to give them all giveaways too. So now

you get virality on their posts as well.

>> Wow.

>> Do you I guess I was going to ask about

the subadjacent niches. Do have you ever

like tactically like okay this is like

the the banking niche. We need to find

influencers in crypto. We need to find

influencers in the traditional stock

market. We need to find influencers or

business owners in like something that's

like a wealth management or even

something that's just like way out

there. Like have you ever thought about

that specifically?

>> Uh not like like not in the exact way

like not as like 100% honest, not as

like tactical and organized as you're

saying it. I will say it just usually

ends up happening

>> because we're like spreading like you

know

>> 70 influencers like on a campaign. It's

a lot of that's a lot of people and so

you you hit all these different niches.

Yeah. Yeah. And then each one of these

niches gets like a different content

type. Like another content type that

works phenomenally well like say your

[ __ ] is like company story

>> and like with Slash like this

23-year-old Stanford dropout raised $60

million and he's changing the banking

world forever. Strap in. Banger right?

that was a like a content type that

crushed like crushed is like just

telling the founding story of a company

especially if it's very impressive like

that.

>> Um like that's a content type we always

do like this is Dan Pantello from

Marpipe. He raised $10 million to kill

UGC ads and is making his biggest

announcement ever. Here's why this

matters thread.

>> And is that the thread of the actual

post itself?

>> No, no, that's that's an influencer

post. So they're telling his story.

Gotcha.

>> Founders also love this by the way cuz

they're getting glazed. It's like a PR

piece at the end of the day. Okay. So,

one bucket of format is like here's five

ways I'm going to use Slash for my

business or MOI for my business. Another

one is us versus them. So, like chat GPT

versus whatever uh DeepSeek,

>> but you're doing it for like here's why

Slash is going to take over Bank of

America or whatever it is. And then so

you'd have one format there and another

format is like the PR, the story of the

founder to build like credibility around

him and intrigue there. He has like an

exceptional story. Are there any other

content formats?

>> Giveaways. So, like straight giveaways.

>> Straight up.

>> Just straight. Yeah.

>> Uh yeah, like like uh yeah, with like a

quote tweet to the to the main post. Um

>> uh like I I call them like like it's the

same idea as like a a DTOC ad that's a

listical where it's like it's almost

like the five ways, right? Like

>> five ways you can do X, Y, and Z. And

you can like position it in like

>> more subtly,

>> right? Well, um

>> I'll give you an example with like Slash

is like Slash just launched their uh

global business bank account that lets

any uh operator, you know, open a US

bank account without an LLC.

>> Here are five of the craziest things

that this changes or something like

that, right? Like listical and then you

just list one, two, three, four, five.

>> Fire.

>> Yeah.

>> Okay. Now, the last piece of this which

made me see that you are truly a savant

was the follow-up post. You guys had a

banger launch for slash multi

multi-million view video. Tons of

millions of views on sub posts, but the

next day it wasn't over. You just got a

ton of views. Your algorithm is hot. So

your next view is ob or your next video

is obviously going to get a good amount

of engagement. It kind of works in like

streaks like that. If you have get good

views on this post, the next one will

probably start better and you have like

momentum.

>> But you guys posted this like AI video

of like a girl in a bathtub.

>> Yeah. explaining it in simple terms,

kind of like Wolf of Wall Street style.

>> Yeah.

>> So, it's like explain.

>> I can't take credit on this. Okay. It

actually wasn't me. So, Mason on the

Slash team, phenomenally talented guy.

All him.

>> Explain what it was cuz it's

interesting.

>> Yeah. Yeah. It was like a a Marggo, we

called it a Marggo Sloppy video. Okay.

>> Uh wasn't me, wasn't my team. Mason out

there is probably gonna watch like

phenomenally talented guy, especially at

AI videos. Very impressive. Um, and he

um he he did it like he just did it. My

follow-up was going to be a I had an

idea for a follow-up that got nixed and

then Mason cooked this up. Uh but my

idea for a follow-up was the non-Mumbai

was getting a ton of like engagement and

so I took a a screenshot of Victor put

it in VO. Victor's the founder and uh

and it was going to be a side by side of

like slashc customer support versus your

bank's customer support and it was a VO

video of Victor and he like turns into

an Indian guy

>> and he's answering the phone. Uh and

then it' be like slashc customer

support. It's like some Jack dudes, you

know, like answering very

professionally, you know,

>> just memeing. Yeah, that's funny. The

one they went with is really smart, too.

She's a Margot Robbie style person in a

bathtub like with a glass of wine

explaining in like a really fancy accent

in like telling a story of what slash is

in like everyday terms.

>> That was really smart. That got like

another few million views.

>> Yeah, it did phenomenally well.

>> Like that was like

>> Mason crushed that execution. It was

phenomenal.

>> That was like a master class. How do you

like fully get like fully squeeze all

the momentum you can or all the hype you

can out of that? So, like another thing

that I think is is like a founder, you

should sit there and like actively think

about what pieces of ammo do you have.

>> And I use this term ammo, right? And so,

like I'll give you an example of a piece

of ammo is fundraising valuation. Okay?

If you just raise money, like even if

it's not fresh, that is a piece of ammo.

Buying a domain, right? Like

slashbought.com

for a million dollars. Okay? like take

all these pieces of ammo and use them,

right? Like us putting in the in the

copy of like we're like putting our

money where our mouth is. We bought

slash.com for a million dollars

>> is like a piece of ammo that got, you

know, maybe an extra 50,000 impressions

cuz there were people talking about it

like, "Holy [ __ ] like these guys are

legit, you know, etc." Like sit there

and think like what is unique? What is

revolutionary about your company that's

a piece of ammo? Like [ __ ] could be like

your average age is like [ __ ] 20

years old or whatever it is, right? I

would say every person on the marketing

team made a million dollars personally

before they joined [ __ ]

>> An absolute piece of ammo in their 20s,

>> right? Like wow, bold statement. Crazy,

right? That is a piece of ammo.

>> And so it's like take all this ammo

together and unleash it at once, you

know?

>> That makes so much sense, bro. That's

such a good It's a good way to think

about it because you're layering that

into like one video.

>> Yeah.

>> And you're trying to think of like all

the most like exceptional like what

would actually stand out either be

controversial or exceptional or

remarkable. Yeah.

>> For people.

>> That's so good. Okay. So I think that's

end to end how to do a Twitter launch

for your product.

>> Yeah. Specifically probably tech

startups. Um, you have a very

interesting background that we didn't

really talk about, but this like this

was a you've been doing this for a long

time and you used to kind of run ads,

but you kind of pioneered a really

interesting format and an interesting

business model uh where people could

basically pay people like tribes in

Africa or different countries to like

make dancing videos for like people's

birthdays.

>> Yeah.

>> Tell that story because that's always

been so fascinating.

>> Yeah. So I was um I was the first person

people have probably seen this video uh

in the US to sell uh and and and bring

this this to market which was the dance

videos that you see the most popular

ones were the Africa ones but we did

them from all all over the world. Um the

African ones just like were super viral

and the most popular, but we had like

Russian and we had um

uh we had them we had them like India,

like we had them everywhere.

>> Um but by far the bestselling were these

African ones. And basically what it was

is it was it's actually an interesting

it's very interesting story. So, a guy

on Fiverr

um was selling these videos and he, you

know, was on the grounds, boots on the

grounds, working with these people who

were, by the way, making a killing of

money, right? Like great money there.

And he was selling them on Fiverr. And

this one company um started selling them

in Europe on in ecom. And I come from an

ecom background. That's my background

always.

>> And uh he was selling them and I'm

studying abroad. Okay, I'm in college

and I'm studying abroad and I get served

an ad for it. Okay, it was this company

called Dance Greetings. I got served an

ad

>> and it had like 200 likes on Tik Tok and

like 10 comments, but every [ __ ]

comment was like, "How do I get this?

Where do I get this? How much does it

cost?" Like

>> in crazy buying intent. Everyone wanted

to purchase this thing that saw it,

okay? And I click in and the website's

dog [ __ ] okay? The marketing is just

like simple videos. And I come from

ecom, like I had scaled an ecom business

to $9 million in sales already. Um, and

I uh I I'm like, "Fuck, like, why can't

I do this?" And so I order uh the

product and they send me a Google Drive

link with my video, my custom video. And

this is like a video of like a tribe

like dancing with your own photo on it.

That was the unique part. It was your

photo, your message. It was custom.

>> Yeah. Like singing happy birthday or

whatever it is. So it's like a gift.

>> Yeah.

>> Exactly. And um

I order it and then they send me a

Google Drive link and I click the little

info button on the top right of the

Google Drive link and it has this email

on it and I I'm like this email is

weird. It's like angmail.com email. It's

not from the company

>> and I email the email and I'm like,

"Hey, like what's the story here? Like

how do I get this?" And uh he's like,

"You can check out my Fiverr listing

here, blah blah blah." Um and literally

got connected to the guy. He then pulled

it off Fiverr because like we blew him

up. So I started I I put up a store,

started selling, just put up the actual

videos as the ads. That was it. And like

on TikTok and on Meta. And in like a

day, my rorowaz, my return on ad spend,

every dollar I put into ads was like the

first couple months, I kid you not, a

20x. A 20x. So I put $1 into ads and I

would get $20 back. And if you know ecom

or you know advertising at all,

>> it was insane. It was [ __ ] insane.

And because everyone wanted this and I

um like a lot of people know this,

right? Like now um because like I ran it

up in the US like ran like Yeah. Just

just

>> My girlfriend has gotten one for her

birthday before. Like her brother got

her one for her birthday this year.

>> Yeah.

>> That's so interesting. And so you kind

of arbitrage this. How much did it cost

to get one made for you? It cost us $10

>> and we sold them for between $40 and

$60.

>> Wow. And so you just on average $50

someone would pay they'd give you a

script. You just send the script over

this like group of probably like five

friends and they would just

>> we just built off we built out like a

super simple software to do it like

super simple.

>> Oh, so you kind of made it a systemized

tool.

>> Yeah. Well, because my background was

was custom gifts. So it's like I knew

how to do the photo upload. I knew how

to do the message. Like all that was

super simple. And then I had the same

dev that built out like I had to build

out for my old company like an insane

like tool set etc.

>> Um and this was just like a much more

simplified version. Yeah.

>> That's crazy. What happened to it? Why

did it stop?

>> Um eventually it got saturated. Yeah.

Eventually it got super sat It's It was

like a

>> They were probably printing.

>> They were printing.

>> They could do like It probably takes a

minute each. They could probably do like

30 per hour.

>> Yeah. Yeah. They were. And uh we we

donated a ton of money as well. like we

did um we for every for every order we

donated a meal to to families in need in

the communities.

>> Um so like we donate tens of thousands

of dollars from it.

>> Well dope. That's just an interesting

story. I would

>> I thought that'd be cool to share

because it's like I've seen like

something that like everyone in the

world has seen. They probably don't know

where that stuff comes from, but it's

people like you. And now you translated

those skills into Twitter launches for

the biggest tech startups in the world.

>> Well, dude, do you use AI for anything

that you do? Um, I use a lot of chat

GBT. Uh, we have some like custom like

script writers that we've built like

>> um, you know, through like Zapier, etc.

And it like checks against our work. So,

it's like I can get like an MVP script

in like a couple minutes by putting in

like enough info, you know.

>> Yeah.

>> Yeah. Cool. All right. Well, bro, this

was super valuable. Yeah.

>> Tell everybody your name and where they

can find you.

>> Uh, Matt Epstein. And, uh, my Twitter,

that's where I'm most active, is Matt

Epstein16.

>> All right. All right. Well, brother,

[ __ ] yeah.

>> Appreciate you.