(Content Multiplier Formula) Core Training PDF [PDF]

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CORE TRAINING



TRANSCRIPT



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Peng Joon:



All right. So welcome to the Content Multiplier Formula Core Training Masterclass. My name is Peng Joon, and I want to congratulate you first for investing in this program. This is something that has completely changed how I've created content, how I've monetized it, and I know this is the strategy that is going to disrupt, in fact, it's already disrupted how people are already distributing their content and putting in out across all these different platforms.



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Let us quickly begin by talking about, what is our three main focus today. Number one, I'm going to be sharing with you, how do you execute the entire Content Multiplier Formula by strategically automating your entire content strategy. I'm going to be showing you how I reached over two million followers on Facebook, with over 100 million views. We all know that likes and followers are just a vanity metric, but what really counts is the engagements and from that engagements, the third thing is where I'm going to be sharing with you how, once you have that in place, how you're going to be able to get an unfair advantage with crazy returns of investment when this is implemented. Okay?



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So basically what this is, it's a nine step process, which I'm going to break it down to you on a granular level, so that either you can implement it or pass it on to your team and have them do it for you. But ultimately, I want you to know that out of these nine steps that you're about to discover, the only thing you need to do really is step number one. Step number two to nine can be completely automated. All right, so let's begin with the end in mind. Just a while back, there was a contest by Russell Brunson for his book called Expert Secrets, and he was giving away like a million dollars in affiliate commissions. So I promoted the book and when I promoted the book, it was a one month contest. This was like ... We made $65,000 in a week promoting this book. And when the contest ended and when I was placed number one along with giants like Tony Robbins and Grant Cardone, people with a much bigger list and following than me. And when it was all said and done, the one question in everybody's mind was, "Who is Peng Joon?" And much more than that was, how did he manage to win this contest? So what I'm about to reveal to you is the exact strategy that won me this contest, but much more than that, got me a much bigger following, the engagements, and the return on that, that we do on a daily basis. Okay? Today, my page has over two million followers, but again, we all know it's not about the followers or the likes, it's more about the engagements and how you actually monetize from that following and engagements. So this is a process that I call the content multiplier formula. I see many influencers who have understood this, already implementing it, and when they use this system, it took their entire content strategy to a whole new level. So it's nine steps in total, let's begin with step number one. Now step number one is pretty much the only step that you have to do. You can't outsource this step or, well, you can, but it won't be as effective. What is step number one? Step number one is where you're going to shoot three to five minute videos. And what I personally do is I take three days off, and during these three days, I shoot 120 videos. I know it sounds tough, but it's not once you understand the strategy. And then I



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do not touch this step for the next four months. Now alternatively, you could take 30 minutes off and shoot like 10 videos, if that suits your schedule better. But that's what I do, I take three days off, immerse myself, get 120 videos done and I don't touch this step for the next four months where all of my content goes into all of these different platforms, Facebook, Instagram, my blog, YouTube because of this strategy.



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Now the way I do it, is doing a process which begins like this. I always begin with the end in mind. So you don't want to be shooting random videos where you're just rambling. That doesn't really give any value. But you want to begin with headlines and hooks that you know is proven to work. So for example, this is a site called Buzzsumo, and if you look it up, Buzzsumo, if you look up, Buzzsumo top headline phrases, there's this chart which shows, after analyzing 100 million articles, these are the top phrases or headlines with the most Facebook engagements. Now what does this tell you? It tells you that you don't have to guess. You've taken the guesswork out of the equation, which means you are going to create videos that follows this format, "will make you". What does that mean? It means that you could create a video in weight loss that says, you could have a video that says, "This video will want to make you start eating fats," if you're talking about like the keto diet. So it will make you. So think about how can you fit the context and the content of your stuff using these headlines? "This is why." "This is why most people are broke," right? So one of the things that works when it comes to headlines is using polarity. I want you to understand that there's no money in neutrality. It's either they love you or hate you, but there's no money in between. Think about what most people do. Most people, because they don't want to piss other people off, they stick with very neutral messages. What's a neutral message? It's for example, "This is how you can make more money," or like, "This is how you can lose weight." That's neutral. But if you come up with something that's polarizing, like, "This is why you're fat," that's going to offend some people, but the people that's going to be watching it, they're the ones that's going to be really engaged, and those are going to be your top fans. So these are the top headlines. One of the things that I do, or, well, one of my team does, is they list out all these different headlines that's already proven, they create these titles for me because we know that it works, and then I just create the content around the titles we know converts. Makes sense? So for Buzzsumo, you could also key in keywords like for example, if you type in like red wine, so the results here, chemicals found in red wine rejuvenate cells, and you can see that there's 205,000 engagements for this article on Facebook. What does this tell you? It tells you that this piece of content, this headline, there's something about it that works. So if you are doing a research, I will take a look at these articles if that's your market, like red wine, and see what people are talking about that got them most engagements on all these different platforms. So begin with the end in mind. So for example, they have an upgrade where you can analyze different pages on Facebook. And so for example, Russell Brunson's page, these are one of his top posts. And what's amazing is you can actually see, usually if it's a top post with most likes, most engagement, it has got a ton of views or likes but with very



Content Multiplier Formula – Core Training



low shares, it's probably an ad. Now, what does that tell you? It tells you that chances are this ad is printing that person money, and you want to reverse engineer, not copy, but rather model what they're doing right. So same thing, Tony Robbins, one of his top posts is this, "9 Things To Give Up If You Want To Be Happy". So perhaps, if you were to model this, you could take this, and not copy the content, but the structure, the context, because you know from here, it tells you that there's 29,000 likes with 32,000 shares, right? So you know that this is something that works. So same thing for other influencers.



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You want to be looking at other influencers that's in your market. So this is Gary V. These are all of his top content. So you don't have to reinvent the wheel. Take a look at content that is proven to work. This is Robert Kiyosaki. Now, this first one, you can see over here, that's an ad. It's a good ad because it's got high likes and it's got high shares as well, and that's the perfect ad, something with really high engagements because you know that they're going to get the benefit from the organic reach as a direct result of boosting the post. So step number one is really about going out there, not just shooting the videos, but doing the research on all these different titles that you know converts, so that you are already working on a title that you know has high engagement. You want to be consistent with your messaging. I see some people, some influencers, what they do is they make a post where one day they're saying, "If you're not hustling on Christmas Eve, then you're a loser." Then the next day, or next week, they're saying, "Oh, here I am, sipping on this pina colada by the beach, because I'm now out of the 9-5 rat race." So that's not being consistent. That's not being polarizing. That's like [Skidzo 00:10:25]. You're not being consistent with your messaging. So be consistent with your messaging. Now that's the hard part. So step one is the only step that requires you. I want you to understand that step two to step nine onwards, all these steps that you're about to discover, this is where you can literally pass it off to your team and you tell them, "Implement or die." Know that the only thing I do is step one, whereby I'm not even doing the keyword research, someone from my team does it. They lay out all the titles for me and I've realized that that process flow has worked best for me. In fact, they don't even ...Now, of course, this is the first on person-person, but what I realized works for me, is they just give me the titles. Well, I don't know what the title is beforehand and I literally just do it off the cuff, and I realized that has worked the best for me. So you decide which works best for you. But I've realized that over analyzing always makes it worse off, or you will tend to spend way too long over a one video. Okay, so that's step one. Moving on to step two, here's what happens. Here's where the magic happens. Once all those videos are shot, you are now going, you are, or someone from your team, they're going to upload all these different videos onto a Google Drive or Dropbox folder so that the rest of your team can actually access them. So here's how it works. The raw videos are all uploaded and they're divided into folders that's either, the completed videos, which has the raw files, or if they are posted already. Okay, so that's how we split them up. Everybody in the team that's involved in this project has access to them. Then this is how the video bank looks like. Just to show you like the end product, once it's rendered with the borders. I'll talk about how to put these in as well.



Content Multiplier Formula – Core Training



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But they are always inclusive of the episode number as well as the episode name, which brings us down to step three.



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So step two summary is just uploading all the files, labeling them right, and step three is about repurposing the content from the one video, so that it goes onto all these different platforms like Instagram, YouTube, blog post, quote cards, Facebook, Instastories, and I'll talk about how it can be repurposed in a very streamline and strategic manner. This can also be repurposed into a podcast, which is something I don't do, but could very well be part of this process if you choose to. Now, repurposing the content from the video. So here's what happens, on this step, you want to send the entire videos for transcription. There's a reason for these transcriptions, because these transcriptions are going to be transcribed for our subtitles in the video, they're going to be used in your quote cards, I'll talk about what they are. It can be used to be repurposed as part of your blog post or other long post. A long post is like on Facebook or Instagram, which is a transcription of your video that will appear two months later, and finally, the blog post. So these are the four main areas on why you need the transcription. We personally use rev.com. A tip is, if you want to save some costs, you can merge all of the videos together, send them over in one big file because they charge per minute. So a 60 minute video that comprise of 23 minute videos will cost you 60 bucks to transcribe the entire thing. Once you have this transcription ... so this is step four(A). Four(A) is about editing the videos to fit the context for the different platforms. You've got to understand that you can't post the exact same content on Facebook, and Instagram, and YouTube because if you did that, there's no compelling reason for people to follow you on those different platforms. So what does this mean? So in this step, once you get the transcription from Rev or whichever freelancer you choose to outsource it to. This is where you or some of your team, you're going to add in the subtitles into the raw videos on Facebook. You're going to put in the frames, you saw the bars that I had earlier, above and below the Facebook video. That is actually proven to have higher engagement, as long as you have got a good hook. And you've got to convert and export them so that they're ready to be posted on Facebook. Once they're ready, you're going to store them in your Google folder that, again, that's shared so that everybody has access to them. For YouTube, you want to post the raw video without the borders, because that's, again, it needs to match the context. So for YouTube, people are more likely to watch the entire thing. You don't need that hook, you don't need the borders, and you want it to appear different as well. Okay. So let's talk about social media requirements. These are the different dimensions. These are the numbers. Now, I'm not going to mention all these numbers over here. They're on the slide, [inaudible 00:15:48] on this video, and you can literally just pause, take a screenshot of this, send it over to the person that's rendering for you. These numbers are not for you, well, unless you're doing it yourself. Okay? So these are different dimensions. For Instagram, you should take note that the maximum timeframe is 59 seconds, and for Instagram story is 15 seconds. So you want to edit them so that it matches these different requirements. So I literally have someone going out,



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putting the borders for Facebook, make it into that dimension. The raw videos goes on YouTube. For Instagram, I have someone else now to create a 59 second version of it. And the most compelling things that I said in the video can be repurposed into a 15 second or below Instagram story that can be used for later purposes.



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Okay. So let's talk about the different videos on different platforms. Notice what we talked about? So this is the same video repurposed into four different formats and platforms. So it's "How I met my first love online". So I talked about seven dollars that changed my life. This is one version that went on Facebook, another version that went on YouTube, another version which is the 59 second version that's on Instagram, and a 15 second version that's on Insta-story. Now, this Swipe Up is where you can use it to farm multiple platforms. [inaudible 00:17:21] want to talk about how I built the following, this is where you can get your people on Instagram to go to Facebook, Facebook to go to Instagram, Facebook to go to YouTube, Instagram to go to YouTube, and that's how you farm all these different platforms. Now, key here again, is that all these, they're not posted on the same day, because if you did, there's no compelling reason to follow you on all these different platforms. So you've got to stagger them. So what I normally do is it all begins on Facebook. We'll talk about that in the later steps. In four B, four B about posting. So now you're going to post the videos on all these different platforms, YouTube, Facebook, Instagram, IG stories. So let's talk about YouTube. YouTube, these are the dimensions, 1920 by 1080. And once you upload them into the folder, so notice how it's repurposed, it goes into a folder called "YouTube videos", and now there's one that says "ready" and one that is uploaded. So every time it's uploaded, it's just moved from the really file to the uploaded file. So for YouTube, we begin by the process, by having it unlisted. We can upload all of them in one batch, optimize them for keywords so that there is some sort of SEO juice for your video to be ranked on the search engines and to be discovered by Google. And it's all unlisted, and you can add in a link and you can create a playlist for all these videos. Now you don't publish it just yet, I'll talk about why, because again, you want to stagger them. So on Facebook, what's going to happen is you're going to post on Facebook, it begins on this step. On your Facebook page, you're going to create the 720 by 720 video with the borders, which is edited on step four A. And now, you will find this video in the folder name called FB Videos- Ready. And once it's uploaded, it goes into the posted folder. So again, two folders in here. This is how you streamline the entire process. Now you then schedule it. So like for me, reschedule it like ... we make sure now content is scheduled for at least two weeks in advanced. This is really so that you have a process in place and you don't have to wake up on a Wednesday morning thinking, what should I post on Facebook today, which is what most people do. So to automate a process, you want to have 7 days to 14 days using Facebook publishing tools. For example, Facebook posts, these are some of my better ones that got over 20 million reach, and I'll talk about what's the reason for all this? It is so that you can monetize with it at a later stage, which is step number nine. I'll come to that to enough. Instagram. Instagram is where you can upload the 59 second videos. You can schedule them. And this is where you have your 59 second version to fit the context of Instagram. Now again, we do not post it on the same day. It's important to recognize this so that



Content Multiplier Formula – Core Training



the content on your different platforms is different. We repurpose them from videos and we post them. The Facebook version, two months later, it goes onto Instagram, the 59 second version. So examples of Instagram video posts. This is how it looks like. The max is 60 seconds. So this way, from one video, notice that it's now going into all of the different platforms and people are now able to consume your content based on the context of which the platform is posted on there. Instagram stories, same thing. Remember the 15 second versions? So this is how it will look like when it's posted on Instagram. We can do Swipe Up as well. I'll talk about that later.



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That's step number four. So step number four(B) is basically having your content schedule and repurposed to fit the context of all those different platforms, which brings us to step number five(A). Step number five(A) is where you have your quote cards. Remember I talked about having your entire videos all transcribed in step number two? So step number five is getting someone to take the biggest takeaways that you said in the videos and create quote cards like these. One thing I want to mention is you'll notice these quote cards, a lot of them are in gray scale, black and white. And one of the reasons why you want to do that once a while, is because when people are scrolling on your Facebook or Instagram, it's very normal to have colors. But whenever it's something that's black and white, that is the thing that will pop up instead. What's going to happen is you're got to have a quote card folder and you're going to have a transcription. So this is where somebody, again, does it for you. So they will take a look at my transcription, and what my writer does is she takes all of my biggest takeaways and she put it in the quotes. She'll create the subtitles based on how I usually talk, my languaging, and she creates a Google Doc, a spreadsheet just like this one, to track everything that goes on there. So one of the things you want to do is use images of yourself for higher engagements once a while, and it's for our own branding as well. Or You could use a generic background, though I found that using images of yourself tends to have higher engagements. So the way you do this, these are some of the resources that my team uses. Canva is one of them, beautiful fonts. You could use PicMonkey to get these quote cards designed. Or if you're on the go, this is Phonto. It is a free app for you to create these type of quote cards. Once you have these quote cards reading, they're all going to be uploaded into the Google Drive folder and they're going to be named Quote Card - Really. Step number five(B). So B is always the posting. A is the preparation, B is the posting. So on Facebook, what's going to happen is, again, you're going to upload the quote card images with the description. Once it's posted, you move them to the posted folder, for example, Quote Card- Posted. Then, you're going to schedule it, and I'll talk about the timings as well in a later step. But this is how you're going to schedule it. You're going to post up and schedule seven days worth of quote cards, again, under the Facebook publishing tool. And you want to post about two quote cards a day. Now, my reasoning, so for us it's usually like 8:00 in the morning or 4:00 PM, it's usually one to kind of start the day. And that's when people are rushing off to work, they're commuting. They don't have time to consume big pieces of content like video or long form posts. So 8:00 AM, 4:00 PM, when people are busy, and also middle of the day is a great time that we have found.



Content Multiplier Formula – Core Training



For Instagram, same thing here, we are going to post a different quote card. Now, it can be the same quote card, but again, stagger it two months, so it's different case. So it's always in rotation. So we take the quote card that's posted on Facebook two months ago, and one of the things we do as well is we look at the post with the highest engagement on the Facebook, and we can take it and repurpose it again on Instagram. So here's the example of quotes posted on the Instagram feed. This is how it looks like. Instagram stories, same thing. For quote cards, Instagram stories, You want to have these dimensions, 1080 by 1920. And once you upload the story, which is the top left hand side button, you're going to move them to the Quote Card - Posted. So stories would look like something like this. This is how it looks like once it's published. These are just kinda like throughout the day, sharing with your audience.



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Step number six. Step number six is where you're now going to repurpose it on to different platforms. Now, this could be a blog post, this could even be a podcast, if you choose to. So WordPress. This could be the platform that you use for your blog. So what you do is you will ... the transcription. Remember the transcription? You're going to post it on your blog with optimized keyword. So for example, I posted on my branding website, at pengjoon.com. And on this pengjoon.com, what we do is we optimize the title of the blog so that it's kind of like SEO friendly. Now, once we post it, so it looks something like this. It's basically a transcription. You might as well maximize all of the resources that you've had from the video. So it goes onto my blog. I don't write blog posts. My blog posts are all transcriptions. And then what I can do also, is I can now take the YouTube video and link it to my blog. So under the description, I link it to my blog. Notice that now I'm sending my YouTube traffic over to my website. And now, this is where I'm going to change my YouTube listings from unlisted to public. That brings us to step number seven. Step number seven, oh, which reminds me ... In fact, let me just go back one step. When it comes to your blog post, here's what I do. In my website, I will take a look at my top converting posts on Facebook, and for the ones that did really well, really good engagements, that's feedback. That tells me that the content was good, like the videos I showed you, that more than 20 million views. So that's where I'll get somebody who's good at writing, editing, to proof read and change the entire thing, so that it doesn't look like a transcription, but an actual blog post. She'll put in the formatting, the images and really make it look sexy. So that's the extra thing I do for the content that had great engagement. So you can just kind of model and hack how I do it. My blog's at pengjoon.com. Go to the blog section and you'll notice that my top converting ones are featured on the website. That brings us to step number seven. Seven(A) is where we will take the video transcription of the video that was posted on Facebook two months ago, and this is the part that is absolutely sick. Nobody else does this. This is where my team is going to take the transcription and open up a chat in something like WhatsApp Web messenger, and they're going to put in these emojis throughout the entire transcription. Now, why is this important? Because nobody else is doing this, because it makes it look like you just sat down and took 45 minutes off to write a really long, thoughtful post on your mobile and you put all these emojis in. And you're going to create two different versions. One for Facebook and Instagram.



Content Multiplier Formula – Core Training



For Instagram, you need to add a dash, so that every paragraph is separated. I'll show an example in this following format. The way it's prepared, is they add in all these different emojis. A quick pointer over here, You usually want to add emojis at the end of sentences and not in between. I know that in this example here, there're emoji in between. But it's usually easier on the eye and easier for reading if they're all just at the end of the sentence, which is basically feedback that we've gotten over the recent months. So once you add in the emojis, you're going to type in ... you create a folder this time again, it's called Instagram Long Post - Completed. So all of my long posts, take note that they all have emojis, which brings us to step seven(B). Number seven(B) is about posting them.



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How it works is this. You're now going to make the long form post with an image of something you did recently. This could be lifestyle, this could be travel, this could be you going to the gym, this could be you doing what you do. So what I do is whenever I do something that day, I take a picture or my picture is taken, I sent it to the WhatsApp group, and they take this pictures, if I'm away for an extended period of time, and then they just load it up. They have a bank of different images that I did recently, and they will just load it up. For Instagram, you can have your website that goes to your funnel, or to your YouTube video, or to different platforms, but this is how it looks like. So it's got all these different emojis with the ... So it's like something I did recently together with the emojis. So it looks something like that, I'm just sitting around, and it's basically the long form with the emojis. Take note that for Instagram, notice that the way you divide each paragraph, you need a hyphen over there. If not, the formatting won't be right on Instagram. This is how it looks like on Facebook. Same thing here for Facebook. Sometimes we add in a YouTube link to send people over to YouTube, and that's how we grow our following in different platforms. So Facebook posts example, similar to Instagram. However, again, take note, we never post it on the same day. Just again, kind of notice the engagements. All these were not boosted. All these were, or rather are organic. Once you have the long form posts, you're going to move them onto your Google folder that "posted", so there's no confusion and there's no duplicates in your posting. Step number eight. This is where you're going to have some extras for your Instagram stories. So this where you can do your polls, giveaways, stories highlights, your Swipe Ups, which you can do after you have 10,000 followers. So this is how it looks like. Sometimes we have our stories, sometimes I'm promoting stuff, I get people to swipe up, sometimes it's just pure content where I get people swipe up to a different channel. So example of different ... This will be a poll of a giveaway, and these are highlights. So notice the little circles over here. If you want to make a piece of content that's good and make it evergreen, you can put it as part of these highlights. A good type of content to put in here if you already have a funnel, is actually testimonials image if you're in fitness, your before, after pictures of your client. Because those pictures are usually, first of all, you won't be able to advertise them on Facebook. That's one of the fastest ways to get your account banned. But because it's organic, you can now feature them as part of your Instagram story highlights. You can create a folder called something like "Results" or "Proof" and put it in there.



Content Multiplier Formula – Core Training



Let's talk about timing. These are the times that I use for Facebook. Again, quote cards, 8:00 in the morning, video, over lunch when people have a little bit more time to watch a short, three to five minute video, quote cards at 4:00, and long form post because it takes longer to consume it, at 10 o'clock at night. Gay. So for Instagram it's a little bit similar, but, we mixed up the times a little bit. So we have a quote card ... So that's an Instagram story posted as a quote. The short video goes up at two o'clock. The quote cards goes up again at 41:00. You can have Instagram short story at 6:00, and a long form post at 10:00, okay? So this is the big picture. This is the big picture that summarizes the entire process. Let me just quickly go through the entire process.



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Again, step number one is where you shoot the video. Step number two is where you upload them into the Google Drive and share with your entire team. Step number three is where you repurpose the content for all and get it transcribed, so that this transcription can be used for your subtitles, your quote cards, for your long form posts and your blog post. Step number four(a) is where you edit them to fit the different context of different platforms. Four(B) is about posting them on the different platforms, and cuing them up, and scheduling them. Five( A) is about editing the quote cards from the transcription. Five(B) is about posting and scheduling the quote cards. Step six is about having your transcription as part of your blog post, or stripping the video and leaving the audio only, and posting it as your podcast, which is optional. Step number seven is where you're going to create the long form post with the emojis. Step number eight is the extras on Insta- stories and all of that. Step number nine, which is the newly added step ... Well, not newly added, but step number nine, which has nothing to do with the content distribution, but rather monetization. That brings us to the final step. So you might be thinking, "Okay, Peng Joon, so what's the point in doing all this? What's the point of building a following, likes, comments? Where's the money? Show me the money." I understand. You can't take Facebook likes to the bank, they're not going to allow you to cash that in. But here is the reason why you absolutely want to do it. What's the ROI in doing this? So I mentioned, this is the strategy that gives me an unfair advantage. This is the same strategy that got me to win the expert secrets contest, I came in number one, even though there were so many other people, much bigger list, much bigger following. And this is the step that I believe has completely, and will completely change how Internet marketing, the process and the flow is like. Let me give you a quick back story to this. Now, for the longest time, marketers have always said, the first thing you want to do when you drive traffic is to capture somebody's name and email address, you want to send them to a squeeze page. Now let me tell you this, if this is what you're doing right now on Facebook, I can guarantee you your chances are, you're losing money. Why? Because if you were to give away a lead magnet, now, this could have worked five years ago, but today, prices are only getting more and more expensive and people are a lot more reluctant to give you their name and email on meeting you at the very first time. I want you to think of it as this, okay? I want you to think of it as going into a club, nobody knows who you are, and you have five minutes to close someone to get them to give you their name and phone number.



Content Multiplier Formula – Core Training



Running ads to a lead magnet, to a cold audience, where people don't know who you are, to a squeeze page, that's the same thing. However, here's the difference now. Imagine, right now you're posting up content and you're just leading the relationship with value. Now, once you have this audience, where you began the relationship with value first, what you're really doing is you're building a custom audience of people that has consumed your content. Now, that's the biggest game changer. So for example, when I created all these different videos, all these different videos, you might be thinking, what's the ROI in doing all these videos? Here's the ROI. You see, when you run ads right now, you can actually target people. Let's see if it's over here. Wait, let me just jump a few steps. Okay. So you could actually do this on Facebook. You can actually create retargeting ads, so for example, this video. This video has 13 million views, 7 Figures & Still Poor.



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Now, what I can do now is I can create an ad campaign in Facebook under custom audiences that says, "I want to create an audience of people that have watched at least 50% of say, this video, 7 Figures & Still Poor. So let's say, Facebook says four million people have watched more than 50% of this video. Okay, great. So what do I do now? I can run an ad that says, "Hey, I've noticed you watched my video on 7 Figures & Still Poor, and right now I have a webinar that's that's starting later this week, and I would love for you to join me in this free training, this free masterclass." Now, guess what? Because they've seen your stuff in the past, and it doesn't need to be specific to this video. You could select in this category here like 20 different videos and just tell Facebook, anybody who has watched 50% of all these 20 videos, add them to this audience. Now, when you run this ad, a person ... Now this ad, the call to action could be to your lead magnet, could be to a webinar, could be a sales video, could be anything. But now they're more likely, and they're more warm. It's now a semi warm audience. So this is where you can now send this warm audience or semi-warm audience to your lead magnet, and guess what? This is going to significantly drive down your cost per click, and your cost per lead, and your cost per acquisition of a customer, which is basically what I did when I participated in the expert secret launch. All I did was I created a retargeting, a custom audience of people that's watched 50% of my video, and I just ran the ad for the book. That was it. And people thought, "Wow, Peng Joon has it easy." But they didn't see what I have been building all this time. So that's the ROI. The ROI is the retargeting audience. That's one. When you have this retargeting audience, so to me, this pixel, this retarding audience, this is the new first step. The first step has always been get a person's name and email. No. Moving forward, the first step is going to be build your retargeting audience, and then send this retargeting audience to your lead magnet. So where's the ROI? So for example, this is a Facebook live video that I did, selling a $997 offer, and all I did was this one video. I just posted this video to my retargeting audience, people that watched my videos in the past, I sent this. And for this video, I was generating about $6.50 for every $1 that I spent. That's the power. The difference would have been a profitable campaign and a non-profitable ... If I ran this video to an audience based on what most people did, if I ran it just based on interest, or if people like Tony Robbins, or Brendon Burchard, or Russel Brunson to watch this video, guess what? Because they don't know who I am,



Content Multiplier Formula – Core Training



they're not going to spend ... This video was like 75 minutes long. Nobody is going to give me that time of day. Ain't nobody got time for that. So that's the ROI.



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Take a look that this video over here. This video, I boosted it and there's 1.2 million views. Why? Because this video was printing money for us. We just boosted this video, again, to my retargeting custom audience. So you always want to be marketing. So one of the things you want to do is, for example, you might have seen my free plus shipping book funnel, at platformclosing.com, and for this funnel over here. So when I go and travel and go to different places, I'm always thinking about marketing. So when I was presenting at Funnel Hacking, which was held in Disney world, I took my book along. I went to Disney world, and running and going on a roller coaster rides, I took pictures at all these different attractions. I took pictures with Gaston. And my ad, guess what it says? My picture with Guston, I should have included it in here, says, "Guston would have closed [Bell 00:43:19] if he read this book." And then the call to action was to the book, Platform Closing. So you always want to be marketing. And that's how you can now add in your call to actions, to your funnels, to your lead magnets, to your webinars, to your sales videos on Facebook, which now makes a whole lot more sense because not only do you have an audience to market to, but right now, you have a warm audience, a targeted one that's warmed up to you, and your message, and who you are. Let's talk about the journey to your first 100,000 followers. So once you start doing these eight steps, what's going to happen is, I want you to remember this. I want you to expect what's going to happen when you start doing this. I want you to write down or say it out loud, nothing's going to happen. Why? Because you just started and nobody is seeing your posts. So Facebook is killing engagements by the day, while all marketers are crying, I'm telling you, it's the survival of the fittest. You're going to see less and less funny cat and dog videos because those guys, they don't have a funnel, they don't know how to monetize. However, what's going to happen is, how do you get to 100,000 followers? Here's what you do. Once you start posting these videos, because nobody's seeing it, you've got to start boosting this videos, spending a little bit of money, $5, $10 boosting it for video views, just so that it reaches people that don't know who you are. So if you are in, say the public speaking niche, you're going to boost it to people with the interest in toastmasters, people who are into speakers like Les Brown, or Brian Tracy, and all these guys, right? Targeted audience. And then what's going to happen is you'll get likes on the video. Now, you've got to understand that just because they like your videos, it doesn't mean that they actually follow your pitch. It's a two different thing. Now, Facebook allows this one thing. If you have less than 100,000 followers, they actually allow you to invite people who have liked the video to follow you on your page as well. Now, here's the magic. It's going to be really expensive if you run page likes campaigns. However, it is, I would say it's like 90% cheaper if you run video views and the people who like those videos because they engaged, you invite them to like your page. Now you can do this manually, you can hire someone in a third world country who works in a click sweatshop to do it for you, or you could use a Google Chrome plug-in that does this for you. And Facebook will allow you to do this up to your first 100,000 followers. So I've got many students who have already done this, and that's something



Content Multiplier Formula – Core Training



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It also changes the positioning. Imagined this, how does it change a positioning when somebody looks you up on Facebook and saw that you have over 100,000 followers. That puts you in a power position straight. Your perceived value changes completely. That's how you get your first 100,000 followers really easily and really inexpensively, while really maximizing the content that you put up there. Then comes getting verified. Now once you have over 100,000 followers, what you're gonna do is you're going to get a book up, you're going to publish it on Amazon. They have got a publishing arm called Create Space. And once you have it up on Create Space, it basically print on demand book, you are going to ... And we all know this, you can get like a simple video, nine minutes, get it transcribed, get it proof read, edited. It's easy to get a book up. Submit it to Create Space, have it listed on Amazon. Now, here's the thing, I don't want to turn this into a book publishing masterclass because it's not, but getting a number one on Amazon today, it's nothing. It can be easily, for lack of a better word, manipulated. All you need to do is submit it into a category that's like five levels deep, business, entrepreneurship, drill down into a home based business, drill down into knitting, and like five levels, four levels deep. And once you get it to number one, you only need to be number one for a day. What's going to happen is you're going to take a screenshot, you're going to submit it to Facebook, and then tell them, "Look, I'm a number one author," which quite frankly doesn't mean anything. But, look, the Facebook guys that's approving it, they're not marketers, they don't know that. And once they see that, oh, wow, this guy's a number one in Amazon in that category, guess what's going to happen? You're going to be verified. And that's how many of my students got verified using this strategy as well. So follow the steps, get it up on all these different platforms, start boosting the videos, build your retargeting list, get verified. And again, once you get verified, what's the benefit of getting verified, when you have this blue check mark over here? It basically, once you start running ads ... unless you have some really bad ads. My Facebook account has never been shut down ever since I got verified. So that's the difference when you are verified on Facebook. It's a huge game changer. I want to end it with this piece over here, the number one thing that stops people from implementing. The number one thing that will stop you from implementing, it's this. It's doing step one. Yeah, I've already given you the entire steps to automate the entire thing, but the only thing left for you to do is you have to do step one. And I don't know about you, but there's a good chance for many people, they have a fear of speaking in front of a camera, and I see this from experience. My first ever video took me more than 20 takes to shoot like a two minute video. I'm not kidding. True story. Today I can shoot an entire sales video, 45 minutes in one take. And the only reason why I can do that is because I've spent crazy amounts of time practicing in front of a camera, in front of a mirror, in front of ... practicing, just practicing, Thousands of hours. They say the journey to mastery is 10,000 hours. Being good on video, you need to understand it's not about talent. It is about practicing the right thing and sticking to it. I just want to share with you a quick story. I don't want to take like 30 minutes to share



Content Multiplier Formula – Core Training



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with you my life story, it's just a 30 second version. When I started this entire journey, I was just shy, introverted kid that just wanted to remain anonymous. And this was my first ever ugly-looking website. I didn't even want to market products under my own name because I just wanted to remain anonymous and make big money online. So I created all these different products initially in the gaming market because that was my passion initially, but I never thought that people would buy from a person named Peng Joon. I thought to myself, "Okay, if I want to do well online, I need to have an English name." So I came up with Tony Sanders. Now, this product over here, Farmville Secrets, was one of my first big breaks. I did over a million dollars selling this product over here, and it was marketed under Tony Sanders. And I took this name ... I came up with this name by taking Tony Robbins and Colonel Sanders and mashing it together. That's how I came up with Tony Sanders.



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I want you to see that for me, that all changed, life was good until this. This is a screenshot taken from my Aweber autoresponder account many, many years ago. This screenshot is actually outdated. I built a list up to 650, 000 people, just marketing [inaudible 00:51:34] as anonymous person. And one day I received an email from AWeber and they said that they had to shut my account down because of too high complete rates. And I thought that was ridiculous. I have a list of 650,000 people paying them thousands of dollars a month and they're shutting me down. But yeah, and the worst thing was, they refused to give me a copy of my list. I still ... Well, I don't want to go over that entire saga, but it sucked. I literally lost my entire business overnight and I still feel that I was robbed from my business. But hey, things happen. And things happen for a reason. But because of this incident, it forced me to come out of my shell to start all over again. And I thought to myself, maybe it's time. Maybe it's time that I just stepped up, got out of my comfort zone and started teaching people what I did in the gaming market that made me a lot of money. And that was when I started from scratch, and fast forward today, here's what I want you to see. Most people that follow me on Facebook and Instagram, this is what they see. They see all the pictures, the big crowds, the table rush, speaking, and all these different events, because that's the end result. But what if I told you, and this is like a collage that my team put together, I've spoken more than 20 countries all over the world today. But what if this was not how I started out? This is what people will see, and people will only look at the results, but lot of people fail to see is the journey and the struggles. Here's how it started off for me. This is actually at a speaker trainer event where I was getting yelled at and shouted at by the trainer. Now, of you've seen me speak at a live event, I actually show this video, but this video is just too embarrassing for me to put it out there online, and I don't want it leaked on YouTube or something. So you just have to take my word for it, but pretty much, I sucked. The trainer was shouting at me. I was made to do jumping jacks. It was totally embarrassing, but that's how I started off. And I can tell you in this room of 100 people, I was the ... I'm not kidding, I was the ... easily, the bottom 5%. qThe rest of the room, they were way more talented, they were more charismatic, they were more eloquent. They were more talented, but I can tell you, talent will only take you that far in life. The rest is all heart. The rest is all habits. And I choose good habits over talent any day because we are in control of our habits, what we



Content Multiplier Formula – Core Training



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I hope that this short story here inspires you even though it cringes me every time I tell the story. But the question is really, are you willing to be bad at something in order to be good at it? Most people will do step number one, and they will say, "Okay, let me try out this Peng Joon process." They do it out, they do a few videos and say, "Wow, this video is horrible." And then they stop. You know what they tell themselves? They tell themselves, "Oh well, Peng Joon can do it, and all these other guys can do it because they're probably talented on camera." But they didn't see the failures, they didn't see the videos that totally [inaudible 00:54:59]. And look, my videos still [inaudible 00:55:01] today. Probably only 5% is a home run. But guess what? When it's a home run, it makes it absolutely worth it. So to me it's about the journey. It's about consistency. And the question is, are you willing to be bad at it in order to be good at it? All right. So I hope this masterclass has given you value. The only thing left for you to do now, now that you have the steps, the strategies, is for you to implement. And I know that when you do this, this will completely change the way you put out content, the way you acquire leads, the way you acquire traffic, because the whole idea and concept of driving traffic to a squeeze page, that's obsolete. That doesn't work anymore. This is the new way to drive traffic, Build a following, spread your message, and monetize throughout all these different platforms. I hope you got value and we will talk soon.



Content Multiplier Formula – Core Training