- Duration: 67 min
- Platform: meet
- Source: Read.ai 01K31QDE1KWZ82A6832EVXQX2F (https://app.read.ai/analytics/meetings/01K31QDE1KWZ82A6832EVXQX2F)
Transcript
[Jacob Shipley]: How are you doing? I’m good. I’m tired, but I’m good. [UNKNOWN_SPEAKER]: Yeah. [Grigorij “8664 Grigorijrichters” Richters]: Kids on work. [Grigorij “8664 Grigorijrichters” Richters]: No, no, kids on work. [Jacob Shipley]: Yeah, that’s right. [UNKNOWN_SPEAKER]: Hey. [Michael Houck]: What’s up, guys? [UNKNOWN_SPEAKER]: Just chilling. [Michael Houck]: Are we the only parents here, Jacob? [Grigorij “8664 Grigorijrichters” Richters]: Yeah, probably. [Grigorij “8664 Grigorijrichters” Richters]: Unless Houck has a child he’s not telling me about. [Jacob Shipley]: Yeah, I mean, it could be. [Michael Houck]: It could be out there somewhere. I’m not sure. No confirmation. What did I just say? I’m being grilled about whether I have a secret child or not. [UNKNOWN_SPEAKER]: Sweet. [Michael Houck]: Well, Emil’s going to join us, so let’s give him a minute. [Michael Houck]: But how’s everyone doing? [Jacob Shipley]: Good. I was going to shout through Reddit. I did reached out to a bunch of people on Upwork. They either like, there are several people that wanted like a long-term, like monthly retaining. And I was like, well, I don’t want to do that. There were a couple of US based guys that had great reviews, but they can’t really accommodate a timeframe. It was like, you know, within the next week. So I found a guy that has a bunch of Reddit accounts that’s willing to it less, I don’t know, it has a hundred percent job success, please based out of Pakistan, but any thoughts on for a thousand dollars, is it worth the risk to kind of see what happens? [Tatem Lindner]: Now, when we’re reaching out to these people, are you reaching out with the budget already on there or? [Michael Houck]: No. What’s the, I mean, aside from the capital, which obviously is a consideration, you mentioned risk, Jacob, is there other risks that we’re not thinking about? [Jacob Shipley]: The only thing I can think of is negative backlash if it’s like Obviously, but the Wall Street Journal article has significant negative, you know comments around it So I’m not super concerned about that. The other thing too is like are we gonna get flagged? Just doesn’t look authentic I guess is the question if it’s like is it obvious that we’re self-promoting or they will it look like someone else is promoting it Does this guy have other examples that he can share with you and we can see? [Michael Houck]: Let’s see. [Grigorij “8664 Grigorijrichters” Richters]: I’m also thinking, you know, we should really think about, we’ve got this, we had two Fox teams reach out and we had to pick one. So we picked Fox and Friends. They’re on America’s Newsroom. They’re on standby for the next piece. And so Fox and Friends, like I was saying earlier, like my experience with Elon, for example, is if he looks good, he often retweets it. So I was thinking that if we get Emil to say a little script, not the whole script, but this is inspired by Elon, maybe a couple of other people. Well, Elon. I think if there’s a sentence about Elon, we can clip that. And then maybe that can be clipped and organically end up on Reddit because it’s Elon, it’s Fox and friends, you know, like that sort of thing. Maybe that’s better for Reddit than the Wall Street Journal. I don’t know. [Michael Houck]: Yeah, I mean, if our goal is to get Elon to retweet it, then, you know, having that go get some traction on Reddit isn’t necessarily going to help us, right? Because we need to do it on X somehow. So whether or not you would post that, or go ahead. [Jacob Shipley]: I did post on X that thing that I’m put in the slack of just alluding to how Elon slept on factory floors. No real traction on it, but we have been sprinkling that in to try to get some traction with Elon on Twitter. [Michael Houck]: Yeah, I’m just saying with the clip in particular, like if we’re saying, what is our plan for Fox and Friends? The plan is to get Elon to reach me to clip. How do we do that? Yeah, I wasn’t sorry. [UNKNOWN_SPEAKER]: I wasn’t sorry. [Grigorij “8664 Grigorijrichters” Richters]: I was mixing. I wasn’t thinking the Reddit thing will help us with Elon. I was more thinking it’ll help us look, make it look like it’s organic because he mentions Elon, there’s a chance somebody will just clip that because it’s like a super Elon fan or whatever. [Michael Houck]: There’s definitely those people who are watching these mainstream shows with the intention of making clips that they’ll post on their Twitter accounts. And like, you know, a lot of the right-wing political commentators will be having teams sort of monitor those all day to look for clips that they can talk about. So maybe we get something there. I do think it’s smart whether anything comes from it I’m not sure how we can sort of reverse engineer that But I do think it’s smart to have some like little one-liner or a little tangent that he goes off on about Elon for sure Okay, uh one other thing that I want to do before we sort of get into the meat of everything here I would truly truly from the bottom of my soul and my heart appreciate it if within Slack we commit as a team to using threads as opposed to just replying on the main scroll. I cannot keep up with it otherwise. Like if we’re doing, we have like a press piece go live, let’s make a thread and sort of put all the places it gets picked up and all the conversation about what to do reactive to it and things like that. Otherwise it gets totally chaotic in the channel. And yeah, everything just gets lost and hard to get back to later. So that’s my ask of you. I don’t ask for much structure. I’m a pretty unstructured guy. The one thing I need in order to operate at a high level is that we use threads in Slack. So can we commit to doing that? OK, cool. Great. [Michael Houck]: That’s my one little OCD thing. [Michael Houck]: So I appreciate it, guys. OK. Now let’s get back into it. So yeah. Impact from the article, do we have, um, accounts, sorry, just because I’m thinking we’ll probably repeat ourselves with, well, we’re, we’re seven minutes in, so I want to just get moving, catch up on the transcript later. Um, so for impact, uh, do we have numbers on your 24 hours out now at this point? How many followers have we gained? Have we gotten any like inbound interests other than sort of what’s been posted to the channel? Ready, that’s interesting. [UNKNOWN_SPEAKER]: Yes. [Jacob Shipley]: Twitter follower growth has been pretty slow. I think like 30 new followers. LinkedIn follower growth has been substantial. Emil is managing his own DMs on LinkedIn, but it’s been significant. He’s been sending his Calendly link out to several people, which I take as a good sign. Let me see. Yeah, we’ve gotten a few hundred. LinkedIn followers. So moving good in that direction much quicker than Twitter. Okay. [Michael Houck]: Do we have an estimate for what we, what we hoped would happen? And if so, like, you know, I guess great compared to other times when you’ve had clients get pieces in the Wall Street Journal, like how this one performed both in terms of performance with other press channels and also then how does that translate to social relative to others? [Grigorij “8664 Grigorijrichters” Richters]: It’s so hard to tell. Because this piece is so, I mean, I think it’s definitely been the best in terms of just comments on the article. And I was talking to Emil earlier, like it’s obviously, like it’s very polarizing. So the other pieces are like, you know, look at this amazing AI bot or whatever, right? So it’s kind of a very different cell. So definitely like, if you look at the numbers way below anything that I’ve seen, but I think we don’t know how many people Read it. Definitely crushing it with comments. I mean, we’re number one this week, all of Wall Street Journal in terms of comments. If we get 600 more comments, we’re number one this month. So all of Wall Street Journal. [UNKNOWN_SPEAKER]: So that’s great. [Grigorij “8664 Grigorijrichters” Richters]: I have no idea what the readership looks like, I have no idea. But that’s really good. I mean, we’re about to beat the Wall through journal’s own content. And so, yeah. How is it, how is it done? [Michael Houck]: Like, you flagged that it’s gotten picked up in a couple other places. Obviously, we have Fox and French reaching out at America’s Newsroom. Like, are we seeing, like, it seems like this is a piece that’s driving conversation, more so than, like, people who are necessarily going to follow them on LinkedIn, which is fine. But, like, am I reading that right? Like, is this, like, a good response in terms of other places picking it up? Or is this, like, an average response? Like, how should we think about that? [Grigorij “8664 Grigorijrichters” Richters]: So, honestly, I think we I think it’s a bit of a shame that we hit yesterday, not today, because yesterday was just bad with Trump and the summit and everything. Everything was focused on that, right? So it wasn’t ideal. Honestly, I would have, I would have liked three or four more pickups. At least I would have liked Business Insider, Forbes, I was kind of counting on that. But again, I’m thinking we’re doing pretty well with the conservatives, which is not surprising. So I want to reach out to my News Nation and Newsmax folks, see if they want to pick it up. But yeah, it’s below what I was kind of expecting from previous things. But again, it’s very polarizing. And it was a terrible news day for us because it was like we were just bombarded with so much Trump. [Michael Houck]: I think the fact that it’s so much conversation despite that is actually a pretty bullish sign that at least maybe it’ll stick in people’s minds who did Read it and who did feel strongly about it. So like, you know, if we have another piece in the future, they might recognize Emil’s name more than they would some other person. You know what I mean? [Grigorij “8664 Grigorijrichters” Richters]: I said to Emil, look, this is a great book. Our work week book and you know I was gonna say we should experiment with a few things but we can do that next week with LinkedIn because I think there’s definitely gonna be lots of people that will like it. It’s a great credibility builder that’s kind of like the most important thing. Let’s kind of look at the data like you know 48 hours and seven days in and then kind of see how we can maybe do a follow-up piece. I’m also going to reach out to the Wall Street Journal to see if they’re interested in the follow-up piece. [Michael Houck]: Yeah, I think what I like about it too for Jacob and for Tatem is that it’s clear that this is a topic that generates conversation when Emil speaks on it and the way he talks about it. So I think that this is something we can come back to time and time again and sort of use different examples or frame it different ways and use different wording and just be provocative, right, without sort of going over the line of, you know, just being contrarian for the So I think this is like a good proof point that there is like strong opinions about this that can generate conversation and impressions and all that stuff when we want to for social. Yeah. [Grigorij “8664 Grigorijrichters” Richters]: And look again, like tomorrow is going to be interesting because I’m going to hate running these numbers because, because, you know, but a client, Mark Cuban backed startup, Aurovator, a big camp back, you know, made in the USA brand. I feel like, you know, I think the sales on Fox and Friends was like close to like a million after the show. But again, it’s like comparing Apple to Pears. I think it’s gonna be good on socials for conversation. If we can somehow capture it maybe on X more, I don’t know if they, but it’s tough to say. [Michael Houck]: So, okay, so the one action I have about this then is for, we need to create sort of that, not script, but like that one-liner for Emil to reference tomorrow. Greg, do you and Jacob want to collab on what that should be? Yeah, absolutely. [Grigorij “8664 Grigorijrichters” Richters]: Jacob, if you’re cool with that. We just need like one sentence, not make it too complicated for Emil. He throws in like a punchline that gets like repeated and picked up. You know, we need them to be like, he’s a great guest. [Jacob Shipley]: I want him on again. Yeah, totally. If you, I mean, obviously you played in the PR-specific world far more than I have. If you have any thoughts on, yeah, I’m totally down to take your lead on that. [Grigorij “8664 Grigorijrichters” Richters]: I’ll send you a few examples of what I think we should, and then you can just find your own feelings. [Michael Houck]: OK, so now moving this forward then, so how else can we capitalize on this? I think there was a good idea in the channel about setting up a debate with another creator either on on live stream or just on a TikTok or something. What’s our thoughts on that? What other follow-up posts should we be doing? Anything else we’re not talking about or thinking about? [Tatem Lindner]: Yeah, so I think that a debate’s a good route we can go. I think some controversy, especially something that we have control over on our end, can be a really good tool that we can use in order to grow a lot of social pages. For me, I want to say that on social media like TikTok, showing not telling is definitely better overall. So for instance, if we can get him to, and this is something I’ve been trying to push a lot, record more day in the life content, like some behind the scenes of Fox and Friends, Think we’re able to paint a better picture instead of just saying this is why I’m important You’re actually making people subconsciously understand that you are important That’s something I really want to push on my end is like what perspective are we looking at are we? Trying to like force feed someone something or are we just like having them? You know pick from a buffet and understand and they get what they want out of it you know, different forms of content on our pages. So, for me, like, I’m trying to, you know, A, B test a few different types of content, get used to what he’s comfortable with in front of the camera, and kind of push some boundaries on what he’s not comfortable with. And, yeah. [Michael Houck]: Yeah, I think part of it is like, just like training that muscle, like it’s a new muscle for him, like filming content as he goes about the interesting things that he’s doing. Like, we that opportunity tomorrow, Tim, I totally agree with you, that capturing some type of day in the life footage that then you could use and splice up and put copy on top of makes a lot of sense, right? There’s like cool stuff we could do there. So you think that today you can sort of prep him for that and give him like a, hey, here are the type of shots that’d be great if you could capture tomorrow as you’re going about this? [Tatem Lindner]: Yes, I think at this beginning stage of kind of understanding day in the life content, we did test it a couple different times. One, his day kind of got away from him. And so we had like maybe two clips and they just, you know, we didn’t have a full video worth. And for the other one, it just felt that we were showing too much of like an outsider instead of like, you know, you’re not seeing his face enough to put a person with what’s happening. Um, and so I think, you know, I’ve been trying to pull some different types of good, um, examples for him to watch and understand. And then from there, I think I’m going to put together kind of a few different, like a list of a few different shots that he should get so that we can double check that we’re at least hitting that minimum mark. Because if we can get some of this stuff, then of course we can put together a day in our life. But then you’re right, we can use that to just kind of put any sort of lifestyle content over top of it. [Michael Houck]: Yeah, I think let’s push him to do this tomorrow, because I do think it’s a good opportunity, especially because the piece did generate so much attention. There’s a lot of like, interesting copy angles we can take to lay on top of this, this stuff. So yeah, let’s, let’s push it today. I’ll shoot him a note and then you should as well. [Tatem Lindner]: Awesome. And then can I ask your opinion on I think it’d be really good for him to put a voiceover over top of that. But logistically, what’s your opinion on how I should go about kind of asking for that. [Michael Houck]: Yeah, I mean, I think we should script it, right? Like, you probably should script it. I’m happy to take a look and get my two cents, but then I think, you know, let’s show him the video and be like, well, okay, we just use sort of audio to go on top of this. Okay. [Grigorij “8664 Grigorijrichters” Richters]: So I kind of found something in there. [Grigorij “8664 Grigorijrichters” Richters]: Fox and Friends are usually pretty bad at like posting stuff. I mean, it comes sometimes a day later, sometimes two days. So the moment we have to capitalize really is like during the live. Obviously it’s going to be difficult to kind of, is it, is it worth him doing like anything like live on Twitter, on TikTok or like any of the platforms, like even if it’s like 20 seconds with something just so there’s like content. Yeah. [Tatem Lindner]: The issue with that is that you have to hit a certain follower amount on these platforms in order to crunch lives, which that suck I would totally get behind you if if we had that capability right now. We are currently like you know 900 off of being able to do that sadly but hopefully we’ll get to that soon. I will say though that I am going to be recording the live stream on my end and then I’ll be clipping that and I already connected with Jacob and so I’ll be sending all of those clips over there and then posting them on my end. And then for SEO purposes, I’ll also be creating a YouTube channel for him and putting that up there as well. [Michael Houck]: Okay, so actions for this Tatem, you’re going to send him a note today about what to record tomorrow. Jacob and Greg are going to follow up with like the soundbite that we want to get from about Elon on the show. And then I’ll also follow up just to sort of remind him of the of capturing that video content. The other thing, it’s just like the action item of the creator debate. I know a couple of us posted people in the channel. Is there one person who we’ve sort of zeroed in on who we want to pursue and actually reach out to to set this up? Or like, what do you guys think about that? [Grigorij “8664 Grigorijrichters” Richters]: Well, actually, I’ve got someone who’s not on that list. And when I was putting my son to sleep, I realized I’ve got a good contact with Kevin O’Leary, aka Mr. Wonderful, and he actually hates four-day weeks. And he’s all about like, you know, so I was actually thinking he’s got like what, five million followers and he’s quite controversial. I could always shoot him a note with the link and say, do you want to have a convo? [Michael Houck]: Yeah, that’s a good idea. [Michael Houck]: His platform would be really solid. But also, like, yeah, okay, let’s do that, but let’s also look into some of the folks who are posted in the channel. I think, Tatem, you posted one who looked like could be a good fit. I can probably grab their email and we can reach out. [Grigorij “8664 Grigorijrichters” Richters]: I sent this to you on WhatsApp. Are you connected to Kevin O’Leary? Are you cool with reaching out? [Emil Barr]: Yeah, we can reach out. I’m not connected to him, but we can reach out to him. [Grigorij “8664 Grigorijrichters” Richters]: I’ve emailed him, I don’t know, like a dozen times. [Emil Barr]: Okay. Cool. And then just like, if we can take a second to talk through the Wall Street Journal article and momentum around it, because I do think that this is like a big moment right now with just, you know, the way that it’s sort of filtered into the press and then on LinkedIn. I know you guys might have talked about it already. So actually, I’ll go ahead and then just wanted to kind of get aligned and plans for tomorrow. [Michael Houck]: Yeah, I can just give you a quick summary on what we what we talked about. And sort of let me know what you want to add on to it. But basically, we talked about three things, talked about immediate impacts for the TLDR. So we talked about the followers on different platforms, we basically said that, you know, we really wish it had gone out today, specifically, because yesterday, there was Trump, Trump, Trump everywhere with this sort of summit that was happening. So we lost some traction there. But overall, it’s like the, you know, number one piece on Wall Street Journal opinion has been picked up in a few places. Some positive momentum there. And we also talked about how to capitalize on that further. So specifically, we would like you to capture some day-in-the-life type video content tomorrow at Fox and Friends so that Tatem can turn that into clippable content that we can post across all platforms and write some scripts on top of it. And also, we’re going to pursue Kevin O’Leary and also one or two other creators to get you on and do like a sort of conversations or debates about this POV, because I think what we realized is this is something that obviously is generating a lot of conversation is the primary thing that’s coming out from this. And so we wanna hit on this kind of as much as we can time and time again across platforms, not even just now, but also on an ongoing basis in different ways, because it’s a topic that I think people feel very strongly about. [Emil Barr]: Yeah, I would say, It just sort of, that’s all good tactical stuff. In terms of like moonshots and how we can keep making this moment like a big moment, um, Greg and I don’t know if Jacob did this originally came from you, but I had this idea. I think when I’m on Fox and Friends, we should talk about how, hey, this is no different than like Elon sleeping on factory floors, you know, to build his company. And then if we can clip that specific like 20 second clip and put it out as a tweet. And then, Greg, you know, I don’t know your comfort level. Like, is this something that could get sent to Steve Jervits? I could send this to Vivek and ask him to send it to Elon. You know, like, there’s different things. But I think that, like, the way that this conversation just hasn’t translated to Twitter. It’s translated really well to LinkedIn. You know, we’ve seen it’s obviously translated well to press and media. But, like, I just haven’t seen anyone start talking about it on Twitter or, like, be able to get it up on Twitter. So, like, is there something we can do there just to kind kind of, you know, three-day news cycle, whatever, to, like, move the dynamic conversation on Twitter, but more of a moonshot and less of, like, hey, we’re just gonna, like, make some posts about this article that came out a few days ago or this team letter. [Michael Houck]: So Greg and Jacob are gonna collab on, like, some angles for a soundbite that you can sort of go into Vox and Friends and make clippable. And then I think the idea of going to Vivec, if you’re comfortable with that, is probably our best chance to get in front of Elon. Reverse engineering. Every tweet from him otherwise would be challenging but that’s that’s probably our strongest path. [Grigorij “8664 Grigorijrichters” Richters]: I wouldn’t do the Steve thing because you’re about to meet him in October and I don’t think that I it’ll be cool if Elon tweeted it no doubt but I think I know what we need to do like over the next few months to like get this is like one of many moments we’re going to create like in October, even when you’re like talking to Steve, I’m thinking video with you and Steve talking about like Elon and kind of like this, you know, like that kind of stuff, I can always do that. And then Elon does, especially if it’s like Fox and stuff like this, he does tend to like retweet. The problem is we need to have a certain amount of, you know, like retweets behind the post, just to get his attention. Or if you just go into his comments, like when he tweets and just make sure, like, you know, every other day you’re basically, like, commenting the same kind of, like, thing, then he’ll eventually see it. But yeah, Vivek, if you’re comfortable with, I would say it’s kind of the quickest way. [Emil Barr]: Yeah, I mean, I just want to make sure, like, yes, this is a moment in, like, yes, news cycles die, but if there’s anything we can use to give it a second life, like, just showing up on Vox and Friends isn’t going to be enough to, like, breathe more life into this thing. So if there’s any sort of, like, large, celebrity ex-influencer we can use to retweet, you know, or just like drive momentum to keep pouring sort of gasoline onto the fire. I think that should be the priority tomorrow, if that makes sense. [Jacob Shipley]: Yeah, I think that if we can get, like, if we get a clip tomorrow directly where you talk about Elon, I think if we can use a backdoor of you sending it to Vivek and him sending it to Elon, that’s incredible. I can work on, you know, tagging, or I guess you know, Greg, you have contact with Kevin O’Leary. I can work on, you know, maybe crafting some other posts like that Elon one, but referencing other people just trying to, I mean, that is definitely a moonshot of like the odds of them seeing that are small, but Greg, if we can work on trying to get those posts in the hands of those people, I think that’s probably going to be our best shot on that end. [Grigorij “8664 Grigorijrichters” Richters]: Well, the, the other thing, just, just the simplest thing actually is, is, um, I mean, when you’re there tomorrow, Ask the producer, the segment producer for her card or his card and I can reach out and just check like whoever’s doing socials for the segment tomorrow just to clip that Elon thing and tag him and I can just say we’ve got some connections to boost it because obviously they also want the viewing figures. So maybe it’s as easy as that. You know, if they clip it themselves and as Fox and Friends posted on X and tag Elon, you know, it’s probably the easiest way to get his visibility, to get him to see it. And then we can obviously do the same. [Emil Barr]: But they can take people. I think that’s good. I think that’s reasonable. Actually, I think I have… I’ll dig up their social media, because contact, if not, I can find it great. We’ve worked with them in the past for the big stuff. [Jacob Shipley]: That’s how we got on FNF. [Jacob Shipley]: I think that’s enough. I’m writing some drafts. To tag other people and then Greg I’ll run those by you to see if you happen to have any contact with those people. [Emil Barr]: Yeah I mean just anything we can do to keep this from like dying out on the news cycle and I think getting some sort of you know Elon is obviously great but like any high profile ask person to engage with this and like restart the debate is gonna generate the most results. [Grigorij “8664 Grigorijrichters” Richters]: Morning America, there’s four angles. I’m pushing to all the producers. There’s two of their hosts that are completely pro four day, and then there’s one who’s completely against it. So I was thinking, why not make it a debate? [Emil Barr]: Everybody’s about viewership, right? [Emil Barr]: Yeah, I can argue with them. I can argue well, so that’s OK. [Michael Houck]: That’ll be a fun. [UNKNOWN_SPEAKER]: 7 in the morning. [Michael Houck]: One sort of learning from this is that we should probably invest some time into building strong relationships with some of these like new, like new age, not new age, but like new wave, right wing conservative influencers on X in particular, because I think we have strong relationships with a lot of influencers who are in sort of the business and tech side of things, less so on the political side of things. And if we’re going to be putting out takes like this, that do gain traction, those are going to be the people who I think have the strongest audiences to amplify it. So we can put in some work on our side to try and build relationships with them so we have them ready in the future. [Emil Barr]: Yeah. I mean, we don’t want to dive down the maggot hole necessarily. I think that we don’t necessarily need to get there. But I do think that there’s some value in just amplification if we’re going to kind of like one of our and Pillars was as great, I think, as I talked about the byline, it’s 140-hour workweeks, you know, like, or this guy who doesn’t sleep. I think that’s like, you know, it’s very interesting to see what groups respond positively to that, and what groups don’t. And, you know, we can do with that information what we will to amplify future articles and outreach about it. [Michael Houck]: Yeah, I mean, I’m not saying we should go, you know, become best friends with Nick Fuentes, but there’s definitely some folks who are sort of more that we could reach out to. [UNKNOWN_SPEAKER]: Cool. Okay. Anything else on the article, guys? [Michael Houck]: Anything we’re not talking about? Oh, I guess one other question for me. How can we measure the impact of the print one that went out this morning? Is there any way we can do that, Greg? [Grigorij “8664 Grigorijrichters” Richters]: Yeah, it’s the holy grail. We can get the clip. [UNKNOWN_SPEAKER]: It’s impossible. [Grigorij “8664 Grigorijrichters” Richters]: I mean, we can do an audience. It’s going to cost us like $200,000. It's, it's, you know, audiences kind of like with TV ratings and stuff. It's like, well, you know, it's the most Read newspaper in the U S um, so we can just pick like the high level number if we need it for something. I mean, I think all of this stuff, look at the end of the day, this stuff is great for like a meal as a kind of making him investment friendly and all of that. Right. Because it's like, that's kind of like the big thing. Business Insider will get us much bigger numbers and some of these other ones. But this in terms of prestige, you know, it's just the New York Times and the Post maybe that can compete. [Michael Houck]: Amir, are you happy with the inbounds that you're getting through DMs on LinkedIn? [Emil Barr]: Yeah, I mean, ultimately, it would be great if we could somehow like as we build up our SEO, we're going to build up more of a following content. Like I think we've had a bump of 200 followers on LinkedIn and like 30 people on X. But I've had a lot of attention and eyeballs on LinkedIn from this like an What I'm shocked is I didn't get a single DM on X or anything. So like in terms of future articles and like future learnings, if there's some way that we can like just get, and maybe the truth is X doesn't care about this as much, but like, that's where I feel like where gap is. [UNKNOWN_SPEAKER]: Yeah. Yeah. [Emil Barr]: I mean, it's been, people are nicer than when I said I showed up five minutes late, you know, now this didn't go quite. Yeah. [Michael Houck]: That one, that one, I think is tough for a lot of folks, but this one is more powerful. Okay. Yeah. I mean, look, I do think that part of it is just that X cares less about the mainstream press than LinkedIn does. And also I think the other point I made was that the people who Read the article through these traditional sources are more likely to go check out your LinkedIn than they are to check out your X. But I think if we had a bigger bullhorn on X, you know, that could change to a degree. So definitely something we'll focus on. Cool. [Grigorij “8664 Grigorijrichters” Richters]: Greg, were you going to say something? [Grigorij “8664 Grigorijrichters” Richters]: I'm just gonna say no you're a tycoon. [Michael Houck]: So that's pretty cool. [UNKNOWN_SPEAKER]: Oh, yeah. [Michael Houck]: Yeah, I'm 22 year old tycoon. [Emil Barr]: So We're pretty close to 10k. I'm linked in and yeah, okay there. [UNKNOWN_SPEAKER]: Yeah. [Jacob Shipley]: All right for the record in the last guys Hey mom daily mail called me a tycoon. [Grigorij “8664 Grigorijrichters” Richters]: Yeah I We also submitted the Wikipedia article, so hopefully we'll just have to go through some, you know, stuff and who knows. But I added the Wall Street Journal article to it, so it should hopefully, it hopefully will help us with the socials as well for the verification stuff. [UNKNOWN_SPEAKER]: Cool. [Michael Houck]: Cool, okay, moving on. Next thing I had was talking about TikTok launch and getting that off the ground. So Tatem, I think question for you to start things off would be, you know, we've recorded this first batch of videos. What are we trying to learn as we get these out here that will sort of inform our filming plan for the next batch? [Tatem Lindner]: Yeah, I kind of touched on this a little bit, Emil, before you hopped onto the call. But I do think that an important thing that we need to focus on is not telling. It's great to talk to the camera but in small quantities. I feel that we should be giving people an understanding of who you are and what you do without you explaining who you are and what you do because that just adds like an air of mystery but also like intrigue to you that we kind of need in order to build up. Hold on, I have some more things. Wanted to comment on with this. Also with that, I feel like we need to do more day-in-the-life content. I know that we had tried that out a couple different times, but I do think that will be very important, especially when you're going on Fox and Friends and then as you're meeting more people and you continue to grow. I think we need to work on some angles, understanding what angles you're comfortable with, understanding what angles actually work subconsciously to just laugh. [Emil Barr]: In this Reddit comments, because I was curious how this was doing on Reddit, and people have some funny opinions. Happy to get B-rolling content. I'll get some in New York this trip. That's fine. Cool. Cool. [Michael Houck]: Yeah, I think, Tatem, if you can put together, we were talking about this earlier, but if you can put together like a list of Types of shots for me to just keep in mind as he's going about this. That'd be great any sort of immediate learnings from What we've done so far that we sort of already know we want to incorporate into the future Just more dynamic and polarizing content where we're not just sitting there. [Tatem Lindner]: We're actually Doing stuff so I can clip and I can edit things if we have enough clips in order for me to do those types of things. And I can also go with the trends. I just need to get as much B-roll as possible. And trips like this that you're having right now are great ways to capitalize off of that. [Emil Barr]: Yeah, OK, that sounds good. Changing gears really quickly, Jacob, did we do something on Reddit? I know that we were going to spend a grand. [Jacob Shipley]: Yeah, we were talking about that right before we hopped on the call about what the best path forward is there. Yes, we're going to sprinkle that out over the next, Obviously want to get something out now, but hopefully I mean it's a little bit of a longer play than X But hopefully we can get some stuff rolling on over the next couple days and then On this guy to do is it just make a single post for a grand with like a link to the oh No, it's so it's like there are people like I had no idea this existed Tatem reference people on up work that have multiple reddit accounts with you know a lot of karma kind of built up and they'll leverage that to start conversations in relevant subreddits. And so it's, cause the issue we're going to run into is if I just create a Reddit account for you and start posting, we're going to get flagged and not actually able to post in any of these subreddits that we want to get featured in. [Emil Barr]: Yeah. I just want to make sure it's not like LinkedIn lunatic content and stuff like that, because that's stuff to do. I want to make sure it's like, not just like get a load of this asshole, but on Reddit and like, We don't need a pay a grant from the perspective of I actually kind of agree with what this guy's saying That's fine. I even think like interesting reader like crazy Read, you know, just like article link but I don't think it should just be like, you know, like There are certain subreddits that I don't think the goal is to get featured in because like we can write We're gonna get in those automatically just by virtue of the article Okay So what what's our what's our next there? [Jacob Shipley]: What's timeline there Jacob? [Jacob Shipley]: Yeah, I'm talking to people currently on reddit trying to figure out who can move the quickest Having there's a yeah. Well, I guess what's important is getting this out today versus over the next few days. [Emil Barr]: I Mean I Just want to understand what is this gonna do for us? Because we're sending we're linking them back to Wall Street Journal. It's already gotten there a ton of clicks on Wall Street Journal. Are we going to also link them to my social? [Jacob Shipley]: Yeah, I think the main play, if we go this route, is going to be conversation. I mean, you were kind of talking about that earlier of there's not a thing we're trying to sell. And so it's getting traffic to Wall Street Journal doesn't really benefit us. It's more of a conversation play about this guy who has this crazy take. Check me if I'm wrong. On that, but what's your take? [Michael Houck]: Yeah, I mean, my POV is that if we can get followers out of this, great. I think it depends a lot on, to Emil's point, the subreddits that we're featured in, right? Like, if this is going into LinkedIn lunatics, we're not going to get followers, we're going to get people commenting on LinkedIn posts, hating on it, right? But if we can generate followers, great. But I think that the play here is conversation, is making people aware of Emil's name, getting him in the Wall Street journal gets us in front of the right people, to something Greg was saying earlier. But the more we can generate awareness for the name, I think is the number one play here more than anything else. [Emil Barr]: Yeah, I'm just not sure it's worth doing spending that much to like, make a few posts just like generate awareness on Reddit of my name. Like if you look up my name on Reddit, you get a ton of LinkedIn Ludatex posts already. I'm okay with spending it if there's like, we're trying to drive traffic to increase the piece ranking, like, you know, more clicks, like get featured on more, I'm okay if we're linking out to my socials. So maybe if we do this, it should be like a link to the LinkedIn post about my post, not just a link to the article. Like I'm okay with that. I just want to make sure we're at least somewhat sending people to some sort of platform where there's an ancillary benefit outside of just like driving clicks for Wall Street Journal. [Michael Houck]: Yeah. I mean, great. Is there like, if this generates substantial traffic on Reddit that goes through to to Wall Street Journal. Does that benefit us in any way in terms of them wanting to do follow-up pieces or things like that? [Grigorij “8664 Grigorijrichters” Richters]: Yes, 100%. My only thing is like, sorry, we're number two of the entire month, right, at the moment. So like monthly-wise, we're already number two. We need like 400 more comments and then we're number one. So I think once I get back to the editor, I'm sure he's gonna say, yeah, this was a success. This is a huge success in terms of ranking Wall Street Journal's own content. And obviously, they'll be pushing that more. You're the only non-Wall Street Journal editorial piece in the top 10 right now. So I don't think it's, I mean, yeah, I would say yes, if we're kind of struggling, but we're totally outperforming everything on the Wall Street Journal, I think push the LinkedIn. And yeah, I'm definitely gonna try and get us some follow-ups. [Michael Houck]: So if the benefit there is we're at the point of diminishing returns, then I would agree that the only reason to do this is if we think it will have a benefit on our LinkedIn, if we can drive traffic there and get followers there. [Emil Barr]: And I just want us to use a light touch, because there have been, even with clients at Candid, it's been like, oh, this brand paid people on Reddit to promote them. If we do it too, I want us to do it in an intentional way. Here's a link to the LinkedIn post, like a meal bar paid people on Reddit to say nice things about him because people were hating on his article. Like, that's what worries me. [Emil Barr]: Like, we're almost creating more risk there. [Michael Houck]: Agreed. I don't want to overplay that risk too much, though. Like, it exists for sure. And that is something that's on our minds. But, you know, again, this is why we're taking precautions to not do this ourselves and also not to make it like some overly effusive post. Like, this guy's changing the world with his mindset. Like, you all need to do this, right? There's definitely ways to do this with a light touch, whether it's worth $1,000. I think that’s sort of a budget decision, Emil, for you. But strategically, I would say that that risk is pretty low if we do it right. OK. [Emil Barr]: Well, let me get the actual deliverables from you guys, and then I’ll make a pretty quick decision there on what they’re actually going to post. Yep. Good. And then, Tatem, can I get an actual shot list? Or we can just talk separately of what I need to record in New York? I’m assuming content. [Grigorij “8664 Grigorijrichters” Richters]: Go into the studio like talking in it, but just like a list of things that would be helpful Greg I’ll get you a photo in a helicopter But what I’m what I’m gonna try and get out of this momentum is I want a really good freelance journalist to sit down with you and say I’ll do a whole like, you know free page piece for the New York Times With like a day in the life kind of stuff over the next few months like that’s kind of my or Forbes, you know, like one of those things, like really in-depth, who has a meal bar and, you know, like really spending a bit of time. I think that would be gold. And I can do that now kind of showing how well your stuff does, you know. [UNKNOWN_SPEAKER]: Great. [Michael Houck]: You might have better folks for this than I do, but I might be able to get us in touch with Barry Weiss. She used to follow me on X before my account got suspended and like we have each other’s emails and everything. I don’t know if that’s of interest, but the Free Press is sort of one of the biggest sub-stack publications. And she’s obviously very well-known, so could be interesting. [Grigorij “8664 Grigorijrichters” Richters]: Who is it? Barry Weiss, B-A-R-I. Oh, B-A-R-I, OK, I’ll go to her. This is another Barry Weiss, also a journalist, double R-Y. [Grigorij “8664 Grigorijrichters” Richters]: OK, well, she’s Walter John. [UNKNOWN_SPEAKER]: Oh, that’s cool. [Grigorij “8664 Grigorijrichters” Richters]: I’ll have a look. I’ll have a look. [UNKNOWN_SPEAKER]: I mean, it can never hurt. [Emil Barr]: Oh, yeah. We can do the helicopter, too. Greg, you know, really be on brand. Be like, I don’t have time for a full sit-down, but we can do five minutes of the helicopter, and, you know, get a hit that way. [Michael Houck]: We can certainly do that. [Emil Barr]: We’ve got to get the Blaine footage, for sure, 100%. OK, but yeah, Tatem, shot list. We can talk afterwards. I’ll get all that B-roll for you, because I do think I’ve noticed that too, like the videos of me talking to the camera perform far worse than just like a video of me doing something, and then there’s like some text on top of it, so. [UNKNOWN_SPEAKER]: Okay, thank you. [Tatem Lindner]: I would strongly… [UNKNOWN_SPEAKER]: Oops. [Michael Houck]: Houck, I think you’re frozen. [Michael Houck]: More. [Emil Barr]: I’m done. Yeah, you’re back. [Michael Houck]: Yeah, we are. [Michael Houck]: Yeah, the BNB is terrible Wi-Fi. But yeah, I was just saying, I would strongly echo that from Tatem. Showing, not telling, even just text over interesting B-roll is going to do more than talking head on TikTok, for sure. [UNKNOWN_SPEAKER]: Yeah, yeah. [Tatem Lindner]: And I was even kind of wrestling with the idea of if you did want to talk to the camera at any point in time, we can do voiceovers. But then also we can have you doing something that goes along with what you’re trying to push, like something AI related, and then you could ask AI questions, et cetera, and talk to the camera that way, but it’s more so like we wanna keep this interesting and dynamic. [Michael Houck]: Okay, cool. Sweet. Okay, I wanna touch base quickly on the tennis challenge. Back from Mark, Greg? No, not yet. [Grigorij “8664 Grigorijrichters” Richters]: I also sent in the Wall Street Journal piece. But yeah, it’s timing, you know, I’ll leave him alone. And then the next next time, I wasn’t expecting that we get 2 billion years in a week. [Michael Houck]: Yeah, for sure. [Michael Houck]: Okay. Any other folks we want to ask? [Grigorij “8664 Grigorijrichters” Richters]: If Mark writes back, I’ll let you guys know. You’ll you’ll hear from me. [UNKNOWN_SPEAKER]: Yeah. [Emil Barr]: I’m still here, guys, by the way. [Emil Barr]: Say again? [Emil Barr]: I’m still here. [Michael Houck]: Oh, OK. [Michael Houck]: OK, we can go into other updates. But before we do any other, go ahead, Greg. No, no, no, sorry. [Grigorij “8664 Grigorijrichters” Richters]: I was, just go ahead, sorry. [Michael Houck]: OK, just want to see if there’s Any other topics related to what we haven’t talked about so far or what we have that we want to dive into before we finish up with other updates from anybody? [Grigorij “8664 Grigorijrichters” Richters]: I mean, just quick updates, I guess. I mean, just Naveen Jain, right? We have him now introduced to Emil, American Indian billionaire. His son is also a billionaire, both self-made. There’s going to be a meeting with Emil and Naveen in Bellevue. I don’t know when yet, but I think that’s going to be great. Content for entrepreneur. And, you know, we obviously want to milk that. He’s also connected to like Bill Gates. By the way, I mean, I was, I realized he is really good friends with Bill Gates and Jeff. You can just call them Bill and Jeff. So there’s a, there’s a potentially, you know, if we’re on a spilt side, maybe you can just give us phone numbers, their phone numbers, but that, that one’s going to be good. Then Emil, I don’t know if you want to share anything about P6-12. I think that’s going to be extremely exciting for SF for October. And then, yeah, just kind of some other intros, but yeah, good programs. [Emil Barr]: I got the sense that Naveen was like very shy on content. I mean, I think we can get an entrepreneur article on him, but I don’t think he wanted to do anything video. We’re locked in for September. Which is a Monday in person, but he was basically like, happy to talk to you and tell you about entrepreneurship. But I asked him twice about doing content and he didn’t like ask, respond to that part of the email. So I got the sense he’s like, whatever, like he doesn’t want to do like a big, he like redirected it to like, Oh, like, let’s just talk, you know, like whatever. Um, but he seems positive, but I just say like, I don’t think there’s like a content opportunity there necessarily outside of maybe summarizing his like key points in like an entrepreneur column. [Grigorij “8664 Grigorijrichters” Richters]: It’d be great to get a nice of the two of you for the entrepreneur piece, right? [Emil Barr]: That’s a good excuse. Yeah. I’ll get a photo of us next to each other for sure. [Michael Houck]: But like, I don’t think we can do like a video of like him or an interview or anything like that. Yeah. Don’t show up to the meeting with two people with their iPhones out trailing you to get different angles of B-roll. [Emil Barr]: We’ll see what happens. [Michael Houck]: You know, he might. Yeah. Okay, so I guess the last big thing on my mind for today is just touching base on LinkedIn. So Emilio, you and I chatted a little bit about this. Jacob, you and I chatted a little bit about this as well. Just want to get that conversation going about, you know, we’ve seen a decrease in both average and aggregate impressions on LinkedIn since we shifted to this higher frequency posting strategy. I don’t think we’re ready to sort of pull the plug on that yet, but just want to get a sense of how we’re feeling about that sort of, yeah. So Jacob, do you want to kick us off with sort of how we’re thinking about that after our convo? [Jacob Shipley]: Of course, yeah. So I think where we’re at currently, and Emil, tell me if you feel differently, but I agree. I think, you know, I still believe in a strategy, but I think if we’re, we have this two-pronged approach of we’re trying to grow and grow reach, grow the personal brand while also maintaining a certain kind of reputation. And I think that the volume play is going to hurt because they will get less likes on average. If we’re making that play, I think it works out in the long run. But I think right now where we’re at, Emil and I have been chatting every other Friday on getting some more long form content. And we’ve got several in the chamber, several more drafted. We obviously didn’t post one late last week or early this week in prep for the Wall Street Journal article. Wanted to make sure we gave it plenty of room to breathe on like, and not kind of cannibalize our own reach. But I’m good moving forward. If we want to shift towards more of a, you know, three-ish times a week, longer form, focus more on quality rather than quantity, I’m ready to make that change just for the sole purpose of making sure we’re hitting both of our goals at the same time. [Emil Barr]: Yeah. So you’re the expert here. I think I’d like to see a stronger POV on what we should do. This isn’t my decision. I think that’s whatever your POV on what we should absolutely be doing here. And I’ll go either way with it. I will say that anecdotally, we’ve dropped about 80% in aggregate impressions despite posting way more often. And now what I don’t know if that’s an account warming issue and it’s like, hey, this happens every time you post way more often, it’s going to climb back up. Or if it’s just like the data shows that people prefer to only hear from me two or three times a week, as opposed to like, you know, 10 times a week or 14 times a week. Um, I’m open to either strategy, but what I do want to make sure is we absolutely have ways for when we have these key media moments, like a wall street journal article or like tennis with Mark Cuban or things like that. We have some sort of way that we can like amplify and give those pieces of content, the space they deserve because those are going to be sort of like our big media opportunities. [Jacob Shipley]: Yeah, agreed. OK, that’s helpful context. And I did talk with Jack earlier yesterday, actually, and that was super helpful. He kind of shared his strategy on. On his account that he’s working on, I think my main takeaway from that was I think maybe we’re currently trying to thread the needle on you being having a strong But also not I’ve maybe it’s more me than you not being offensive And I think as much as you’re willing to push the just shame saying your take unabashedly I think that’s gonna be the move and I think some of that The shorter form content has also been more platitude ask and that’s on me But I think as long as we’re coming out of the gate with a strong POV. [Emil Barr]: I think that’s gonna be super helpful I But like, um, yeah, happy as long as they’re my opinions, you know, it’s like things I actually believe, happy to kind of share them as loudly as we want. Um, and then I just do think, yeah, like I’m not, to your point, if like you’re convinced that the strategy is to like more short form content and just posting way more content on LinkedIn, I’m okay with doing that. But then my counterpoint to that is like, I want to make sure we have a way to like, when we have a big piece coming out, it’s getting all the attention it should be getting. [Jacob Shipley]: Yeah, I agree. Hal, just curious, before we put a pin in this one, your take on that. [Michael Houck]: Yeah, I mean, I think that it’s hard to ignore the numbers for sure. I would say that when you do shift strategy like this, to Emil, to your question, you do generally see an initial sort of time where the algorithm is sort of relearning who to share your content to and things like that. I would also say that I think the content can be harder hitting when we do the short form stuff. Like if you just look at the like numbers, the posts that we do that are sort of more hot takes tend to do better in general. And the short form stuff hasn’t really been in that vein as much. So I would say let’s test that sort of alignment gap first before we abandon the strategy. But then if we also, if we don’t see a pick back up at that point, then I would say, yeah, we can move back to the sort of less frequent but longer form more detailed posts and that would make sense. So let’s do that. Let’s do that alignment gap test first and then see where it goes. Yeah, for sure. [Emil Barr]: I think that’s good. I think we have plenty of these meetings, right? We can revisit in two weeks or four weeks, but I think that makes sense. And we’ve got plenty of sort of hot take fodder from this last article to kind of get us through the next couple of weeks. [Jacob Shipley]: I would say too, yeah, we’ll come back and address that. I’ll definitely work on that POV stuff and I’ll get you more content. I think there’s still a bunch in client review, but I’ll kind of rework some stuff and get your thoughts on that. And also just, again, anecdotally, my account, and then Jack said on his personal account as well, like follower growth has been down kind of across the board organically. There are a lot of theories on that, but yeah, I definitely don’t think we’re in a unique situation. [Michael Houck]: Yeah, and I would also say going back to thing, Emil, you said a couple weeks ago. Like, Jacob, don’t be afraid to shoot from the hip, either, right? Like, if you have an idea, and you’re like, hey, this is on trend with what’s being talked about today on LinkedIn, and we have a strong opinion on it based on, you know, the conversation you and Emil have had, let’s start out there. Let’s see what happens. You have no need to put everything in a post through peer review, right? Okay. Any kind of final thoughts that we want to get through today on the call live? [Tatem Lindner]: If not, we can follow up over Slack on action items. I have one quick question. Is it possible to be able to link other socials on LinkedIn? [Jacob Shipley]: I would say no, but I’m open to thoughts on that. [Tatem Lindner]: I didn’t know if we could potentially put like one of the website links on there, like a link tree or something that just had all of his other socials. I’m not sure, but I feel like the largest amount of traction we’re getting right now is going to LinkedIn. So I didn’t know. [Emil Barr]: Yeah, I mean, we can link our acts because LinkedIn lets you add a website and that could be worth it. I would just also say like only a fraction of the Wall Street Journal people are going on LinkedIn because like compared to the total viewership of the article, the percentage of people that have gone to LinkedIn is probably like 5%. Okay. Okay. [Tatem Lindner]: Just wanted to think about it as an option. [Emil Barr]: Just like anecdotally, like I’ve gotten as many texts from people that have seen this as I’ve gotten from like people I’ve been talking to in years, as I’ve gotten like LinkedIn DMs from people, if that makes sense. So there’s like a very real, like we can do it on LinkedIn and like, let’s do it. But I also think that like, it’s not like, a third of the people that are seeing this are looking me up on LinkedIn. I think a lot of people are reading this and maybe looking me up on Google, but they’re not necessarily going through that step of like clicking into LinkedIn and seeing what I’m about. [Michael Houck]: There’s also… Sorry, my connection is really bad right now for some reason. Can you guys hear me? Okay, so you can add a link to your LinkedIn. It’s like, it’s low traffic, but if we wanted to set up some sort simple sort of Linktree page or Beacons page or whatever, we could do that. Again, I don’t think it’s gonna drive a lot of folks from one platform to another, but it’s like pretty unintrusive on LinkedIn profiles. So we could in theory do it, that’s fine. [UNKNOWN_SPEAKER]: Okay. [Emil Barr]: Greg, anything from you? [Grigorij “8664 Grigorijrichters” Richters]: No, I was just running, crunching some chat GPTs You’re finally popping up on chat GPT as a notable entrepreneur from Ohio Trying to like feed the system and now it’s getting it and also chat GPT analyzed all the I did an AI agent thing the last three months of Articles on the Wall Street Journal and it says our article is number one in terms of comments But I’ll try and get them data directly from Wall Street Journal That’s awesome. [Emil Barr]: Greg is basking in the glow of a successful push. [Michael Houck]: Well, you know, look, the problem I always have is like, for me, I’m going to be like, great. [Grigorij “8664 Grigorijrichters” Richters]: And then like, for two months, you’re going to be asking me for numbers. And I’m like, maybe one or two pieces. But when they hit, they hit, you know, so it’s just, it’s a lot of background stuff. So it’s good when these things come out and, you know, help. [Emil Barr]: As you should be, Wall Street Journal in our sixth week, I think, of doing this in the startup format is something that should be celebrated. [Grigorij “8664 Grigorijrichters” Richters]: It’s a team effort, because they don’t pick you because you’re no brand, right? I mean, if you wouldn’t have anything, they would have not touched you. So obviously, it’s a team effort. [Michael Houck]: Sweet. Well, yeah, I think let’s take a moment to be happy about that. And let’s keep trying to capitalize on it. I’ll follow up in the Slack panel with action items, but I think You guys already know sort of what they are from this call. So don’t wait on me. And yeah, let’s go pressure for another week, guys. Great.