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Recent Podcast Episodes

Leverage Your Business With Storytelling Techniques! with Greig Anderson



Episode Summary

Greig Anderson gives a new and refreshing look at an old topic. Storytelling has been going on since the beginning of time. But, listen in as Greig shares how we can truly change the game of storytelling, and use it to leverage our business!

-the secret ingredient that no one talks about
-how to put a fresh spin on any story
-why storytelling is essential in social media
-how to effectively tell a story
And MUCH more!!


Greig Anderson Podcast Transcription

[00:13:46]Kris Ward: Hey everyone. Welcome to another episode of Win The Hour, Win The Day. And I am your host, Kris Ward, and boy, boy, am I super excited with who we got in the house today. You are just gonna love this. All right. Welcome to the show Greg Anderson. I’m gonna let you say hello before I rail on about your amazing talent and capabilities. Welcome to the show, Greg.

[00:14:08]Greig Anderson: Hi Kris. Hey, thanks.

[00:14:10]Kris Ward: Okay. All right. You right after you listen to this full show, you have to check him out. I found him in TikTok. I’m sure he’s in other places, but he has a talent that I have never seen before. And it is, oh my gosh. It is just so magical and powerful about getting your attention and really storytelling and making people understand any message that you wanna deliver about your marketing or whatever you’re doing.

[00:14:36] He stops to scroll every time and it’s like, you know what, I’m gonna try to describe it, but you have to see, it’s lyrical. It’s almost like, I don’t know the master of storytelling and they’re very simple stories. They’re not elaborate. They’re very gentle in nature. You’re just sitting in a chair and you’re just talking, but I’m telling you, it’s almost like, I don’t know a combination of story time when you’re in kindergarten to like, then somebody who’s also went to the Olympics for storytelling.

[00:15:05] I don’t know how to describe it, Greg, but you are incredibly awesome at it. And it’s like something I have never seen before. It’s a whole thing on its own. So tell us, you know, what we should know about storytelling or branding or where should we start, cuz you really do have something unique here.

[00:15:25]Greig Anderson: This is a difficult one where where to start exactly is always the tricky bit. But I think where I always lead it from is like fear, emotion, logic. We’re always taught and you can look on YouTube. You can look at other gurus about the place and they always talk about fear, emotion, and logic. But what no one talks about is that emotions, how we kind of recall things.

[00:15:47] So your worst memories and your best memories are often the ones that you can recall at perfectly with ease. And that’s the approach that I kind of want to take to what I do is teach people through emotion, but there’s also a bit of logic. Sometimes there’s a bit of fear. But emotion is the main driver for me. So whether that’s humor, humility, anger, that’s kind of what I like to play on. 

[00:16:08]Kris Ward: You know, what you brought, as you were saying that, it already, you increased my bandwidth because I’m a somewhat intelligent person, but when you say emotion, obviously I, or not, obviously I actually went to like, okay, make these stories more emotional, but the emotion can be humor.

[00:16:30] It doesn’t have to be the whole tear jerking thing. Cuz I find that gets old really quickly and it’s not my jam, but I think you’re just talking about engagement and generating a stir in somebody some way. 

[00:16:41]Greig Anderson: Mm-hmm, completely, that’s exactly what you’re doing. All you’re doing is trying to, I think someone else put it recently has hit them in the face with a cream pie and then directly after you’re trying to stir their emotions so that you yourself become more memorable and then beyond that

[00:16:59] the message your setting becomes memorable. They almost have to tune into you. And it’s that hook the first three seconds, everyone talks about it. That’s what’s gonna drive them to watch the rest of the video, but without the emotion built throughout, they’re not gonna remember it. 

[00:17:17]Kris Ward: Okay, so you are incredibly memorable. And so really this leans into your personal brand. And I know you talk about this, how massive it is because we tend to be influenced by people we see online and I know for me, when I was starting to do more stuff online with videos, it was a veneer version of who I am, because I was trying to put my shoulders back and show them I’m educated and use good words.

[00:17:44] And I went to school and all this stuff, but it was kind of like boring. And then I kind of thought the high energy person that I’m known for, I kind of thought that was a fifth date thing. Like once you become my client and then you get to know me, I get to sort of unleash myself upon you. But you have this very gentle way in a very noisy platform, like TikTok that I find you can’t scroll by.

[00:18:06] And it really is true to your nature and the way you storytell. So it does lend itself to the fact that that is who you are. That is how you show up. And yet in such a noisy platform, you still get people’s attention. I know this sounds ridiculous, but just being you, right. 

[00:18:24]Greig Anderson: You’re too kind. I’m getting all the compliments yeah, I think. Being used a big part of it. You can’t lose your message when people are trying to copy other people, you can see straight through it speaking a hundred miles an hour is something I don’t do for instance, there’s studies as to why not to speak a hundred miles an hour. You know, you seem more confident.

[00:18:46] You think about what you say, and then it gives people time to think about what you’re saying as well. So I think either way you are super engaging and that’s you, and that’s your personality and you should never lose that. And then other people are going, which one do I take? Which path do I take? Do I speak slow?

[00:19:07] Do I speak fast? Do I have to talk about a certain subject a certain way? Should I swear? Should I not swear? It all comes back down to you as a person and what you want to come across as, and what you actually are. If you start to lose your own self. It’s so obvious. And that’s what, you know, the scroll stopping is, oh, wow.

[00:19:28] Someone genuine rather than, okay, I’ve seen this before, or he looks like he’s copying someone else or she looks like she’s copying someone else. That’s a big part of personal brand and you just have to create it yourself. And it’s hours and hours of work thinking about what you want to say, what you want to film, how you want to come across, what your message really is, what do you want to talk about? And I think doing those hours itself will help anyone get better at personal brand. 

[00:20:01]Kris Ward: Yeah. And you do see that like, especially where TikTok is really starting to get a lot more traction and then you see other people who are junior version of somebody higher up the ranks and you’re like, oh, they’re following them. So it really does. Okay. So let’s talk about some mistakes that you think people make with personal branding.

[00:20:25]Greig Anderson: Okay. So big, one’s not being their self, like we’ve just talked about that’s massive. Trying to replicate someone else, like, so copy paste version. I’m gonna be a copy paste version of Andrew Tate.

[00:20:40] I’m gonna be a copy paste version of Gary V. I’m gonna be a copy paste version of Tony Robbins. I think when people do that that’s the worst thing you could do, always take nuggets, but never take the whole package. The moment you take the whole package, you lose yourself. And that’s just, it’s just ludicrous that people take that approach.

[00:21:01] I certainly never looked at it from right. I’m gonna go online. I’m gonna put myself out there and everyone’s gonna like me straight away. And I think that’s probably the second one that when you put yourself out there and you’ve put yourself online and you’re building your personal brand, part of your personal brand is being shit like it’s being awful.

[00:21:21] Yeah. It’s the growth that, that growth’s really important and you’re not gonna be great straight away. Most people hate being front of a camera for instance which is only natural. You’re speaking to nobody essentially. It’s strange. It’s weird. It’s the hours that are get put in behind it.

[00:21:42] And I keep harping back to hours, but I think that’s the bit that people, the bit they don’t see, but in the end product, what they’re looking at is these refined personal brands that people have. So they’re thinking I’ve not done it in my first year, so it’s awful. It takes some of these guys like 10, 15 years to live on it.

[00:22:02]Kris Ward: Yeah, you bring up a couple really good points because it is so easy when there’s so much pressure and we have so much to do we say, okay, fine. If TikTok’s a new thing, great, I’ll go on it. And, oh, you know what? I’ve been on it for three months now. And it hasn’t panned out. Like I’m not getting the numbers

[00:22:16] other people are getting well, you know what? It’s not gonna go away. So you might as well keep at it. And I do find for me, I have learned more about other social media platforms off TikTok than I did all the other ones. And a big part about, I do find the community a little bit more forgiving, but also just constantly cranking out.

[00:22:33] The more you get to bat the quicker you learn about yourself. So there is that you, as I said, at the top of the show, you have a very captivating presence with your storytelling and people tell me all the time, that I’m good at with analogies, or if my clients I’ll give a story and say, okay, if this comes up, that’s fine.

[00:22:53] But your stories like you, I know that I would not be able if you gave me the same content. As much as I’d like to pretend I’m all grown up and stuff. I would probably rush through the beginning to get to the point, because I think, oh, they’re scrolling by, it’s such a fast platform and stuff, but you’re really grounded in that.

And it’s so captivating. So what to you are some of the things that we’re skimming over and storytelling, cuz it is unlike anything I’ve ever seen.

[00:23:23]Greig Anderson: Hmm. I think what you’re seeing is, is something that it’s not trained into me. I’ve not learned it, but it’s something that I do naturally. You can ask anyone.

[00:23:37] I know that say is completely horizontal because I am, I’ll speak slow. I’ll take time to think about what I’m saying so that everyone else can see that I’m actually thinking, you know, I’m not just spouting a script every single time I’m looking at what the next thing is I’m looking at. Right. Okay.

[00:24:00] Well, This concept’s not quite complete. So let’s see if I can throw in something else. And I think it’s that the power and control, which comes with speaking slow drags people. And then, and we’re just, we’ve got so much out there. We’ve reached the point on social media that there’s so much out there.

[00:24:19] No, we can never watch everything that’s out there. And it’s, how do I get someone’s attention as quick as possible? And everyone’s doing one thing, so they’re going, right. I need to speak as fast as possible because that’s how I can get as much information down and out there. And people go, all right, I’m thinking, but really we’re not giving people time to think.

[00:24:38] And it’s that thinking? That is actually the draw for you. So it’s the moment I’ve got you on the hook is when I go, I’ve slowed you down from where you were, which was. You’ve seen content after content. That’s about a hundred miles an hour. And if I take you down to zero miles an hour, you’re gonna go, your brain’s gonna start going all over the place and go, what’s he just done?

[00:25:01] And I think that’s not trained enough. It’s all we gotta be fast. We gotta be fast paced. You know, if I speak about 10 things, you lose your train of thought, but so does the person watching. 

[00:25:13]Kris Ward: Well, the problem with me is I actually took two courses two twice on how to speak slower. And my husband said I should have got my money back on both of them.

[00:25:23] So I blame my mother. She came from a very large family and you told stories quick and you told them fast and that’s it. Or somebody was gonna talk over you. So I blame her for that. But so in my case, I have, sadly, this is me speaking slower. I have learned to slow down, but it is my natural fit. And I have tried to do it the other way.

[00:25:45] And then it was like painful. It’s not who I am and all this other stuff. Right. And then once you get to know me, you’re not gonna get that person anyhow. If I could speak slower. So, but it’s interesting to me. So you speak slower. That’s your natural thing. I think the message here though, is that you didn’t change for the platform.

[00:26:02] You also do one longer shoot where most, we’re all trained to do shortcuts to keep it stim visually stimulating. Right. And also sometimes I don’t even, and I say this with nothing but warmth. Sometimes I don’t even know why I’m listening to this story. Like the whole story about your grandmother dying.

[00:26:20] I’m like, okay, over here, you’re talking about business. And then you’re telling funny story about your grandmother dying and it was meaningful. And I related to you and I guess it’s the human side of you, right? Because that’s the kind of humor that my family would’ve had. They would’ve said something like that.

[00:26:33] So then I’m like, you know what? I don’t even know why I’m addicted to this guy. Like I’m all over the place. I don’t even know what we’re doing here. But it is captivating. So I guess the bigger messages are like, you have to stand your ground and be you, which I hate the word be authentic, cuz I don’t think anybody tries to be inauthentic. Right. But what you’re saying is don’t, don’t try to fit into the platform, have the platform put a spotlight on you.

[00:27:00]Greig Anderson: Mm-hmm don’t force it. I think a lot of what we’ve covered, even in these like first few minutes is that people do force it. They look at others and they aspire to be like them. So then they assume that they should be a certain way or talk a certain way and they lose themselves.

[00:27:20] And what they might be interesting for, for instance, I’m saying don’t speak a thousand miles an hour, but I find you captivating for instance, like, I can listen to you. I can understand what you’re saying. I can just ish ish. Yeah. But I can take on, and this is the thing it’s or some people speaking fast works cuz it’s their personality.

[00:27:44] Yeah. I can tell it’s your personality. Yeah. Speaking slow works for some people cuz it’s their personality. The one thing that that does need to be trained and you can’t get it from just a few, doing a few videos is a lot of people speak very monotonously, there’s no music to their voice and it’s the music that that’s memorable too.

[00:28:06] So I guess, think about it like this. If you try and remember a whole song, you’ll find it pretty easy after listening to it, two, three times you’ll know the lyrics. If you try and do the same thing with a book, so a page and a book, a four piece of paper, it’ll take you 6, 7, 8, 9 times before you can even get halfway and the reasons melody.

[00:28:30] So the melody in the voice, we’re lucky being Scott’s that really helps us. That’s it’s massive. So that melody keeps people engaged, but also remembering what you’re saying. [00:28:57]Kris Ward: Okay. I see. I forgot I’m hosting the show. I started thinking there it was like, I was like, oh yeah. Okay. All right. My turn to talk. That is a really… that is a beautiful piece of knowledge because I did, I started rethinking everything that you do and what I do and stuff, and you’re right on so many levels. So instead of okay, what we’re saying is it’s okay. That I talk quickly. That’s my energy. Don’t change who I am show up to the platform, be me.

[00:29:17] Don’t try to fit into the platform, but if we’re going to work on anything, whether I speak at a, I don’t know, four RPMs per hour, and you only speak one, I still have to have dips and flow in that, bringing it down. What would be slow for me is maybe fast for you, but that brings the melody in there.

[00:29:37]Greig Anderson: Correct. Yeah. That’s your own melody. And it’s what people will listen to in the end of the day. Um, You know, the ups, the downs, everything. I don’t really know how to train it out. Someone when they do speak, monotonously, it’s a long process, but it’s something when you’re passionate about something, you always add melodies, your voice.

[00:30:00] So if you ask someone about something boring, like a rock, if they’re not, if they’re not a geologist, they’re gonna go, it’s a rock. If you ask them about something they’re passionate about. So you’re passionate about people saving time for instance, you’ll hear it instantly when someone’s passionate about something, the voice goes up, down all over the place. And as such, when you’re passionate, you actually engage people. 

[00:30:27]Kris Ward: Yeah, I have always found that there’s sometimes you could talk to somebody in something that you’re not even particularly interested in, but they’re so passionate about you’re like you made that interesting. I still don’t care about it, but I wanna know, like, I wanna learn a little bit more cuz you made it so interesting.

[00:30:42] So I think, what you brought up is now I can really see it, like music notes, where your music notes may be down at this scale. A mine are up at that scale, but previously I’ve always tried to suppress mine cuz I’m talking too quickly or I’m shrill or I’m all these things. But what it’s like, no, it’s just a range of notes for this song and this is my song kind of deal.

[00:31:04]Greig Anderson: Mm-hmm yeah. Everyone has their own song. Everyone has to own melody. It’s just how we work as humans and what we find engaging. Some people might find me boring. Some people might find me engaging. In fact, I know from the comments, I can look through the comments on the videos and I can see people are like, speak up.

[00:31:24] I’m like, no, I speak softly. That’s me. And not gonna speak up for you, everybody else, you know, goes, go read me a bedtime story because this is beautiful. And this is the difference. You know, some people reacting to, oh my God, this troll has said something about me. I’m gonna hold onto it. And it’s really gonna affect me, but it really shouldn’t because they’re positives in their own. Right. They’re making your content go further. 

[00:31:52]Kris Ward: Yeah. And with the tonality that you deliver, and again, I cannot stress this enough. You have to go see him on TikTok. Y ou’re scrolling by and all of a sudden it’s like, I don’t know what he’s talking about, but clearly this is important, right. it’s like, I must pay attention to this.

[00:32:08] And then it’s like, oh, your grandma died. Okay, well, sorry about that. But I can, I could have watched that one later. Right? It does, and I think you’re right. And you even did some funny ones too, where you’re addressing the trolls or you’re addressing crazy people. And it was just so well done again, it was just like music.

[00:32:25] So I think, I just think there is a lot of depth into your storytelling and just the way you roll it out. So the melody hugely important. What’s another thing that you think we skip over with stories. 

[00:32:41]Greig Anderson: Oh God. Put me on the spot. 

[00:32:46]Kris Ward: Do, do, do, do.

[00:32:47]Greig Anderson: So…

[00:32:50]Kris Ward: I was making sure there’s no dead air 

[00:32:53]Greig Anderson: We’ve got when we actually think about stories themself, no story itself is original. So when someone says, I can’t say that. Or I can’t put it out there because someone’s already said it, it’s already there, but everything’s already been said, just go look on YouTube do a search.

[00:33:16] Exactly what you search for will come up no matter what you search, unless it’s completely obscure, but that’s the fun of it. If you can take a story and make it your own with your own metaphors. And it’s interesting, you talked about it analogies earlier. That’s, that’s so powerful. I use analogies that people haven’t even heard of.

[00:33:34] Sometimes I use other people’s analogies and throw them into different stories that people have told before. I just tell it in a different way. So I’ll use a different metaphor to describe a concept. And I think. That’s powerful in itself. It’s the reinvention of storytelling. So the story itself isn’t original, but your story is, and that’s something that I think is hugely valuable.

[00:34:02] You shouldn’t limit yourself and say, I can’t put myself out there cuz someone’s done it before. Just think of it in terms of, I can put myself out there even though it’s been said before, but I’m gonna try and reframe this in my own way.

[00:34:16]Kris Ward: Yeah. I had some deals in the show and she gave a really great example that I remembered. And she said like, nobody, that’s gonna open up a pizza joint says, oh my gosh, there’s enough pizza places around here. I’m not gonna open one. But what you think is, oh, my spa, my sauce is special. We have a different sauce. So we’re gonna open yes. Yet another pizza place, because my sauce is special. So, you know, you got your special sauce.

[00:34:37] And I think it’s really interesting too. When you talked about previously the trolls, there are some people that argue that, you know you’re doing well on social media when you get the trolls, as upsetting as that can be, that means you have enough of audience. I know for me, I wouldn’t, I don’t know if I would call it a troll, but I had somebody comment. I did a video, it was on TikTok and they put in the thing behind me, the lamp behind you doesn’t have a shade. Okay. so. 

[00:35:05]Greig Anderson: Hey, this is good. This is good for the next bit. What you’re saying right now. My next point on storytelling.

[00:35:11]Kris Ward: I’m like, what the hell is that? First of all, I just moved into a new house that room’s not done yet, but secondly, is that all you got from this video? Because, you know, I really thought there was more to it, but okay. Thank you for sharing. And I know that I live here, but yeah, so you can’t get sucked into that.

[00:35:55]Greig Anderson: No, not at all. And that’s actually helpful for you. So another aspect of storytelling, particularly when it’s visual is providing some sort of prop or something happening in the background.

[00:35:41] One of the most views, one of the most viewed videos on the platform itself is a bunch of guys in the window at the back, watching the girls dancing. No one’s talking about the girls dancing. They’re all talking about the guys in the background. The reason it’s got so many views is cuz everyone is commenting, you know, pervs and what are they doing?

[00:36:05] Do they think they can’t be seen, this is gonna be all over the internet. You know, that’s the intrigue in storytelling. An example, I talked about money. Being able to buy happiness with a toilet brush in my hand, no one commented on the toilet brush. No one, I think one person maybe, but 50,000 people saw that video and we’re probably thinking, why is he holding a toilet brush the whole time I was speaking?

[00:36:31]Kris Ward: That is interesting too, because for a while, like previously, before TikTok, before I was on TikTok, not before TikTok, but I used a lot of props. I would use an example of like, you know, a jar of jelly beans and talking about like a big jar of red jelly beans. Here’s kind of like all the important work that you have.

[00:36:48] And then it’s buried in a jar with a whole bunch of different colors. You’re trying to dig out the red beads. This is the real work. And I kind gave that up on TikTok because it seemed, again, I was fitting into the platform. It seemed like it was more conversational. It was more fast paced. Don’t use the props.

[00:37:04] Right. But in your case, I was thinking too well, what is he talking about? Props, cuz you’re always sitting in a chair and it’s so… gather around children. It’s story time. I’m gonna tell you something really important. Like it must whatever I’m about to say, it must be really important. And so because of your gentle delivery, your prop is gentle, but again, stay true to who you are and visual also helps in the storytelling. 

[00:37:28]Greig Anderson: Mm-hmm yeah.Yeah. Visual visual does help. The problem is you can distract with visual as well. So if you have something completely outta the ordinary in your hand, or in the background, someone is gonna focus on that rather than focusing on your message or what you’re saying. So if your key part of your storytelling is I want people to listen to me and listen to what I say, cuz I want them to learn, or I want to sell to them based on what I’m saying. Don’t focus on the props because the props will distract.

[00:38:01]Kris Ward: And so what made you choose, what was your aim with the toilet brush? 

[00:38:07]Greig Anderson: It was a test. As horrible as that is a lot of what I do is, it tests people and makes ’em think. And I add the humor, emotion, humility, anger side as well to make them actually think what they’ve learned in six videos.

[00:38:26] So I’m doing TikTok and making people comment. The people that have commented, I know are gonna see the next video, most likely cuz at the moment, that’s how the algorithm’s working, you know? Oh, you like that? You commented on it. I’m gonna show you it again. There’s no, there’s a dislike button now I think, but the point of it is that they’re drawn in by a story time and time again. I don’t wanna do it any other way and that’s the only way I do it.

[00:38:53]Kris Ward: And I love the one where you said, this is part two of why you shouldn’t do part twos. And I was like, oh, that is so funny. Yeah. Cause everyone was telling you on TikTok to do three part series and all this other stuff. Right. And I even like, all right, I’ll try it once.

[00:39:08] It doesn’t make sense. It seems like a lot of work. And I don’t think anybody goes back and watches it, but I thought I’ll try it, but you’re like, this is part two of why you don’t do a part two series. It’s like, excellent. Oh my gosh. It’s all kinds of fun. Okay. And how long would you say you’ve been putting yourself out there sort of effectively on video?

[00:39:29]Greig Anderson: On TikTok?

[00:39:30]Kris Ward: Yeah. 

[00:39:33]Greig Anderson: End of March start of April. 

[00:39:35]Kris Ward: Oh, wow. Okay. You’re doing awesome. Yeah. 

[00:39:38]Greig Anderson: So yeah, I grew really fast based on a single play, but I told people I was gonna do the play the very day before, which was mentioning someone’s name, who happened to be biggest on the platform at the time. Guess who? Andrew Tate.

[00:39:55]Kris Ward: Oh, is that the one where you were, what’s word? I don’t know. I wanna say criticizing. Is that the one you’re talking about? Look, this is the approach he’s doing. It’s very negative. And here’s why it works kind of deal. Was that, that one?

[00:40:07]Greig Anderson:  Yes. There were a few videos before that. So there’s I video got, I think 6.5 million views or something. And that just to let people know it’s possible, I had two and a half thousand followers before that video went out. Now I have 90,000 and I’ve had that for, that growth in those months. I think the growth curve was like four weeks. So it can be done. You know, you can go from nothing to something in no time at all. 

[00:40:37]Kris Ward: Okay, hold on back the truck up here. So Andrew Tate… and I was just brand new on TikTok. So I didn’t know he was a big deal, but he’s had a large following. And you gave a pushback on that his approach was not very positive in nature.

It was kind of negative. Just that alone. I have to say I’m all about. I don’t even know. I think I’m brave. I think I’m bold. I do stuff, but I don’t know if I would’ve walked in and said, all right, I’m here. I’ve been here a half hour. Let me ring that bell. Like, I would’ve thought like the pushback would just be so overwhelming. Like, I don’t think I got the gumption for that. 

[00:41:19]Greig Anderson: No, the no holds barred approach, right? 

[00:41:21]Kris Ward: Yeah. I would’ve been like, okay. Let’s make a few friends first before I get obliviated with people’s feedback here. So yeah. What was your… you obviously had a clear strategy to do this. And you knew what you were gonna get a following. Is that the deal? And did you not think you could be like taken outta town, like on a pitch fork? 

[00:41:44]Greig Anderson: Oh yeah, absolutely. Like okay. The thing was, he has a persona and you know, lots of people says he fakes his persona half of what he said might be true and he might think it, but beyond that, looking completely beyond that his audience was young men.

[00:42:03] So under 20 usually, TikTok is the majority young men. So all I did was say, right, I’m just gonna leverage these young men. I’m gonna push it a bit hard on someone they might really, really, really like for unknown reasons. I know I’ll get tons of kickback, but the tick kickback alone should push me out to the wider audience, which was what we were starting to see.

[00:42:34] So the platforms, any algorithm is for the majority. And that’s what the… when I talk about algorithms or anything like that that’s the only thing I want people to ever remember is the algorithms are usually set for the majority. They’re not set for the minority, no matter how much Instagram, et cetera, tries to tell you, you know, oh, we’re working on the small creators

[00:42:55] now, we’ve got these algorithms going out and that may well be true. But for the majority, a platform wants to keep people on platform. If the majority of that platform is a certain age group, we’re gonna focus on providing our algorithm in a way that focus on that age group. What it’ll then do is go right.

[00:43:15] Well, it’s got 90% of the audience and it’s that’s great content. So we’ll just put it out to the wider audience and  that’s all I was doing. And I knew if I played on something else, which was, there’s lots of things he says, which were a bit extreme. I focused on water of all things. So I knew there’d also be the other group of people that would say, why are you just focusing on water of all the things that you could have gotten before?

[00:43:45] Why are you focusing on water? So I’d have them as well commenting, and they’d see this build up to the final video then. And that was all I wanted them to follow that journey. So there was four or five videos, four of which were pre-planned every single one. Apart from I gave the stats on the last one, which was the reveal kind of the fun bit for people.

[00:44:11] And that’s where the emotion led into it. And a lot of the young guys, they became my followers. I’m like, oh, that’s really clever. I never thought of it that way. I see why you’ve done it. You know, I still like some of what Tate does, but I can see you’re smart and you know, that’s cool. I wasn’t trying to convert anyone. All I was trying to do was teach them by emotion. 

[00:44:34]Kris Ward: Oh, my gosh. Oh, this could turn into a five part Netflix series. Okay. Hold on. so I think this is a really powerful insight. So there’s been times that I see somebody that says something, you know, which I totally disagree with. Like, especially say on TikTok where you can do whatever duets and all that other stuff.

[00:44:51] And for me, I often talk about people talk about delegate, delegate, and I say, delegating is a lateral move. The work still has to come through you. It still worked for you. You don’t wanna delegate, like I’m so against that. Right. But I never. A – I hate to say this, but I’m like, oh, I don’t wanna be like, whatever, criticizing somebody.

[00:45:10] Who’s got all these people and I’m just new, I’m new in the room. Don’t ruffle the feathers kind of deal. Yeah. But that makes no sense. Cuz also the really powerful lesson I got from what you’re saying is look at the end of the day, it’s about numbers. If a hundred thousand people are watching your videos and 40 of thousand of them think, you know you’re ugly.

[00:45:29] Who cares? There’s numbers. Nobody at TikTok is sitting there reviewing your account. They’re looking at the numbers, which reminds me of Mohamed Ali who came off, you know, obviously, as we all know, with his bravado and being so brazen and he said, look, here’s the deal. At the end of the day, I’m selling tickets.

[00:45:47] People are either coming, cuz they like me or they’re coming in. Cuz they wanna see me get beat because they don’t like me, but I’m still selling tickets. Right. So that’s really, you were leaning into the algorithm and looking at the numbers and not going, oh, not everybody likes me and not that I certainly don’t need to be like, I’m quite comfortable if somebody doesn’t like me, especially when they tell me, cuz then I think, you know what?

[00:46:10] You and I are not gonna have a lot in common if you don’t like me. So I’m okay with not being liked, however, I do think as a human, we all take that a little bit different with social media, cuz it just seems like the spray of feedback can be so harsh, especially when they start twisting little things you say out of turn, but you were thinking very strategically going. Yeah, we’re just chasing the numbers. The rest will sort itself out later. 

[00:46:31]Greig Anderson: Yeah. We’ve got something in the UK called called Marmite. I don’t know if you’ve got it over there, but Marmite people either love it or hate it. And the expression is you’re like Marmite. I think I proved the point with that.

[00:46:49] You know, not everybody can be liked by everyone, but nor should everyone want to be like by everyone, because it’s just the wrong way to go. You will limit yourself if you wanna be light by anyone because you’re limiting yourself and your own beliefs, you might have certain beliefs and you look at people like peers, Morgan on TV.

[00:47:09] He says outrageous things, but he’s still got his spot on TV because he encourages debate. And you know, that’s what ideally what they want. And it’s viewership and debate are the two things that the news leverages it pretty highly

[00:47:27]Kris Ward: Yeah, you don’t have to follow him for him to explode somewhere and find his way to your feed, even when you’re like, I never wanna see him again.

[00:47:34] And I think too, to that note also, like you made some comments about Gary V, which I had always thought that, you know, I felt that he was, I didn’t feel he earned his path, but yet he makes millions more than I do a year, but he was given a business that was already established. So I was just sitting here going, I don’t understand why everyone, like, he’s not my jam, like power to him.

[00:47:56] Good for you, but not my jam. And then you had done a video about, you know, did anybody, but me notice he already had established business. Here’s what he did. Here’s what he didn’t do. Why does he get all these accolades? So I’m sitting, you know, in my house with my phone going, oh, I found my people cause I never, cause I always think, oh, I’m the only one on the planet.

[00:48:16] Right. So I think too, what you’ve sort of given certainly me is a little bit more spine where you think I’m all about being positive. I don’t need to be negative. I don’t need to rip on the people down to put myself up. However, I can be honest and say this train of thought doesn’t serve me. And I can talk about that in a video. And that doesn’t have to be negative, but nor do I have to suppress my opinions. 

[00:48:41]Greig Anderson: No, I completely agree with you. And you know, I’ve just showed in the early days, two tactics, which are marketing by unpopular opinion. And the video will probably be out as the podcast comes out on this as well. So the reason I talked about Gary V in that way is because he said 90% of what I said on that video.

[00:49:05] It’s him that said 90% of my calls are wrong. Not me. I just phrased it in a certain way and used key words and trigger words to make him his own enemy to his followers. It’s crazy when you think of it that way, and it’s another psychology thing, we have opinions and we’re so set on opinions and you know, no, that’s my opinion.

[00:49:28] I I’m right. I’m a hundred percent right. That we’ll disregard something. That’s complete fact, which is Gary V said, 90% of my calls are wrong, which is funny. And that’s why you’ll, you know, you’l push yourself towards comments on a video that you think, yeah, I agree with that, but you won’t even, you know, regard a comment that’s completely opposite, even if it’s completely valid or it has evidence, we tend to disregard the evidence.

[00:49:54] And when you think of that, you go way deep, you can go way deep into your personal brand and how you play yourself and how you can use power to manipulate, essentially, as horribly as that sound. But we are all mass manipulators. Doesn’t matter how you look at it, that the goal of you is I want something, how you phrase that is often in a nice way, or I’m gonna take it. So either way works, it’s just, you’ll be perceived a certain way by certain people, but you’ll be perceived another way by others.

[00:50:33]Kris Ward: I think you’re like, and you know, in the movies where I don’t know. Maybe Tom Cruise movie or something where there the world domination. And then you’re like, yeah, everyone’s chasing this what perceived bad guy, but then there’s the quiet one in the back.

[00:50:46] Who actually is this the strategic thinker that we all did not know, we should have been paying attention to. Cause you’re all very gentle, but here’s some master strategy going on that I have not. I’m sure we didn’t even scratch the surface, but I’ve not heard from anybody else. So Greg, you have been a treat. Where should people find you if they want more of your brilliance? 

[00:51:10]Greig Anderson: I’m focusing a lot on TikTok just now. So yeah, the Greig Anderson, it’s with an “I” cuz my parents wanted to mess with people. So G R E I G. That’s where I’m focusing a lot of my efforts. I am on Instagram as well with the same handle. I do have a YouTube and you’ll be seeing probably a lot, a lot more and hearing a lot more of me on other podcasts as well. 

[00:51:35]Kris Ward: Yes, you definitely will. Oh my gosh. He’s so yeah, you have to check him out in TikTok. All right, Greg, you have been a treat. Thank you so much, everyone else. We will see you in the next episode. END[00:51:45]