Brendan Kane
speaker
242 appearances
1 recordings
1 series
first heard Dec 2024
last heard Dec 2024
Brendan Kane’s voice in public audio — every appearance, attributed to the second.
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Appearances
And there's a lot of businesses that listen to this that aren't in home service.
And we can use this as a coaching session. I'm fine kind of doing that. So the first step that I take you through is we've got to define what is the format or series that we're going to go after. Like you mentioned the young kid that approaches people in their cars and asks, what do you do for a living? So that is a man on the street format.
It's a clear format where you approach a random stranger on the street. Oftentimes it's casted. So it's
Yeah.
So that is a format. Now, man on the street, there's 10 different versions of this. I have a good friend that we've worked with named Alex Stemp. He's a photographer that approaches random strangers on the street and offers them a professional... With a car? No, he approaches them and offers them a professional photo shoot and then reveals the results.
So he's built an audience of 20 million people doing it. So that's a format. So we've done analysis on over 220 of these formats and we have a team of researchers that are doing new analysis every week. So It's not like you have to pick from three to five of them, but there's different formats. You got to stick to your format. Until you master it.
Okay.
Because the reality is, so the example is I started in the film industry. And if you think about any movie that you've seen over the past 50 years, they all use the same format. It's called the 3X structure. So if you think about like Steven Spielberg, every time he makes a movie, he's not reinventing that 3X structure. He's using it over and over and over again.
And that is what allows him to become one of the best storytellers in the world. Now, the issue is most people in social media, what they're doing is they're reinventing the wheel every time they create a piece of content, and thus they're not mastering the art of storytelling on these platforms. So you have to really master the nuance of executing on a format.
And the reason is, is most people think Success in social media is about the content, what you're saying. It's not. It's about the context of how you're saying it. And that is the major difference here. So if you keep changing up your format every time, or if you're jumping from trend to trend to trend, you're not mastering it. The same thing in your business expertise.
You built a massive garage door company. Now, when you were first starting out, if you were trying to start 10 other companies that were all in different industries or sectors at the same time... Horrible. Horrible idea. It's the same thing with social media. How do you go viral, build a massive audience so that you don't have to rely on other people's eyeballs?
You choose a format or a series and you master that. So you may ask, well, how do you master a format or a series? What does that look like? So what we do is we take that specific format. Let's just say it's the man on the street. There's many different examples of it. There's another one called the school of hard knocks. I don't know if you've seen.
Yeah. So school of hard knocks. I came and interviewed me and Jeremy.
Generated millions of followers and hundreds of millions of views off of that. Okay. So what we would do is most people will look at that on the surface and just say, oh, I see what he's doing. He's just approaching random strangers in the street and asking them about their success.
But if you look at his hit rate, there's certain videos that generate tens of millions of views, and there are certain videos that generate less than 100,000 views. So how we really understand what drives that format is we have a qualitative analysis process called gold, silver, bronze, where we'll open up a spreadsheet.
We'll take 10 to 20 of the highest performers in that format, which is 10 million views plus, 10 to 20 of the average performers, which is like 500,000 to a million, and then 10 to 20 of the underperformers, which is like under 100,000. And what we're looking at is not the content, but the context of what is happening.
What is the difference that's happening to those high performers that's showing up there that's not showing up to those underperformers? So that we can get a deep understanding of why they are so successful. Because I guarantee 99% of people that try the Man on the Street format fail. We just don't see them because the algorithm doesn't serve up to us.
So the best place to start is to first understand that there is this concept of a format and series, and then understanding which one you want to do because it excites you, but which one also is best for your business or brand. and then diving in to the contextual elements. So again, tying back to where I started, I went to film school. So what do you do in film school? You see this in movies.
You sit down and watch classic movies. You read screenplays.
Yeah, I took all the cinema classes.
Showing 61–80 of 242 · page 4 of 13
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