good afternoon everybody any SPI fans in
the house so much you know who I am
what's my favorite movie anybody know
into the DeLorean right now and set the
time circuits to 2013 VidCon in st.
Louis some of you there
yeah okay well I have the honor of
delivering the opening keynote at that
event and an even bigger honor to have
Petey trust me to pick a new topic that
I wanted to talk about and I decided
animate it might be cool to start off
the conference talking about first
impressions because first impressions
are obviously very important they can
make or break a long-term relationship
you have with their subscribers your
readers your customer customers but then
I was like man I'm kind of a hole here
because if I'm gonna be presenting about
first impressions I really got to make a
good first impression don't and I
figured okay what's the biggest thing I
can do well after the fire marshal said
I couldn't be bring pyrotechnics which
was literally true I was gonna see if I
can fire come at my wrists and all this
great stuff he wasn't having it so I
said what can I do well into the content
that might make sense so I decided that
I'm going to run up on the stage right
in the beginning the conference come up
the stairs been trained fall flat on my
face anybody remember that actually no
you remember that because many of you
came up to me today and yesterday Pat
dude I still remember when you fell flat
on your face and it was kind of cool
because the microphone left feedback
with his totally unplanned people
different but I went on and it was
successful because people remember the
content in that presentation but you
know what for me personally that was
another moment during that conference
Ben Khan 13 that I remember that
completely opened my eyes and kinda
changed my life and how I felt about you
guys
and no it wasn't when I saw PT riding
I'm Campbell bull although that did in
my eyes and it did change my life in
different ways but no it was when derek
halpern
dave aquino talking about promotion and
he did a demonstration getting you guys
involved and your answer to his question
really surprised me so i'm gonna ask you
all the same question to see the answers
the same or different than it was three
years ago someone asked you by quite a
show of hands how many of you feel like
you spend more time creating content
versus promoting content raise your hand
hey thank you
now how many of you feel like you spend
more time promoting content versus
creating content much less exactly the
same excuse my language but why why is
it sink I don't know I don't ask that
because I don't think that you're
terrible people I don't ask that to be
kind of setting I have said to truly ask
the question why are we so afraid to
promote we spend all this time and
effort getting to know who our audience
is delivering all this amazing content
on our blog and as a blogger I know that
the more content you create yes the more
opportunity there is for stuff to be
shared to be found on Google but I also
know as a blogger that the more stuff
you created some of you go gangbusters
on it multiple hours a day the more
articles you write the more likely it is
people aren't going to see which you had
already written they get to put into the
archive am i why does this happen and I
know because I was a pro mofo for the
longest time as well I was afraid of
promoting because I was scared I was
scared I was going to upset people I was
scared that I was going to annoy people
but I soon realized that the key to
success is being found you can have the
best food at the restaurant that you
but unless you go out there and serve it
nobody's gonna know about it it just
takes that one bite that one taste to
truly be obsessed all in steps and as
assessed as Jeff roses within and out
but he had to know about in and out in
the first place
before he became obsessed with it what
are gonna do cook your food just leave
in the bathroom no you place it on the
table in front of where your audience is
you don't stuff it down their throats I
think that's what a lot of you think
promotion is no it's just advancing your
content letting them have an opportunity
to have a taste invited to it the three
things that you need to succeed in this
online world all right you need the
trust with your audience and by far
fincon and your audience I know that
more than any other niche you have
earned that trust trust me you've earned
that trust that you've had with your
tribe some of you have been blogging and
writing content for years you have
earned that trust already you've got
that part down you have to also create
content and write about what they desire
what they need what's going to help them
and you already know who your audience
is many of you are writing for almost
like yourself and you're able to deliver
content that is helpful and
life-changing to them but the third
component you have trust the desire and
you need to promote and you have to have
all three in order to succeed because
the good thing about it if you have are
if you're delivering stuff that they
desire and you're promoting it but they
don't trust you what's gonna happen
right they're not gonna trust you
they're not going to transact with you
if you are promoting stuff and you have
that trust but it's not stuff that they
need well then there's an issue there as
well but if you have that trust which
all of you have if you have a content
that they desire which all of you have
but you're not promoting it you're
missing that third leg and that element
that's actually gonna get you exposure
now finished off i'ma tell you a quick
story about a man who taught me what it
truly meant to share a message with the
world and so we're gonna go back in the
DeLorean and head back to 2001 UC
Berkeley go bears sorry Steve
and we're gonna go to my first day of
college so I'm at unit 3 which is on
this side of campus and I have to go to
class on this side of campus and in
order to get from this side of campus to
that's not the campus I have to go
through this place called saver link and
birthday there's shops along the way and
I've been going there and weird on my
geeky kinkow band here cuz I'm like yeah
I'm the band of Awesome Cal shirt cow
pants socks Cal boxers everything like
that's how the gym it was so I'm walking
and I start to hear this voice from afar
say the same thing over and over and
over again now that I can hear at the
end of this tunnel and as I get closer I
still see a a figure there and I see
there was this man standing there with a
cup and he's repeating these words and
I'm just thinking to myself ok long just
good you know somebody asked with money
I'll walk by nothing unusual but it was
unusual because he wasn't sticking his
cup in front of everybody's face
he wasn't even asking me for money he
had one message and that message was
god bless you god bless you god bless
you have a good day of school god bless
you god bless him his name was Dwight
but everybody called him the god bless
you man
and everybody on campus loved him so as
I started to see him in every single day
at the same exact time god bless you god
bless you he saw me in all that Cal Cal
gear he was like man welcome to cow
and I would start to look for change and
drop it in there for him every single
time I had change I would look for him
then after some of my biggest lectures
coming out of the halls there he was
again god bless you god bless you it was
it was a game week or Saturday when we
were playing football game god bless you
go bears god bless you go bears
never never sticking his hand in front
of anybody's faces but just delivering
the same exact message over and over and
over again making people smile along the
way I soon found out that a number of
people before exams would look for
Dwight and give him money because they
thought it was good luck before they
took his test
I really loved Dwight I did and
unfortunately in the sophomore year of
school I read on the daily cow the
headline was his local favorite died and
he was assaulted and it was really
interesting because sorry I just missed
hearing that message you know and just
randomly for this homeless man there was
a vigil that night on campus everybody
came out to see him and again he just
had one message to share but he believed
in him and he did it hurt all of our
good to help us have a better day and
the way he did it was he just showed up
and he delivered and he strategically
placed himself exactly where he knew we
would all be he wasn't shoving the cup
in our face
it wasn't begging for money we gave him
money because we loved the message you
have that trust that you have a parent
you are giving them what they desire
you're making them feel better so the
lesson here that I learned from Dwight
that I want to pass on to you show up
don't be afraid to share that message
again and again if you know it's helpful
the world needs you and your content
they're not going to know you exist
until you put it out there
sir the men dish thank you very much
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