www.getwsodo.

com
www.getwsodo.com

CORE TRAINING
TRANSCRIPT
Peng Joon: www.getwsodo.com
All right. So welcome to the Content Multiplier Formula Core Training Masterclass. My
www.getwsodo.com
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.

[00:00:30] 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
[00:01:00] 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?

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
[00:01:30] 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,
[00:02:00] 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
[00:02:30] 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
[00:03:00] 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
[00:03:30] 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

Content Multiplier Formula – Core Training

 do not touch this step for the next four months. Now alternatively, you could take 30
[00:04:00] minutes off and shoot like 10 videos, if that suits your schedule better. But that's what I
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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.

Now the way I do it, is doing a process which begins like this. I always begin with the end
[00:04:30] 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
[00:05:00] 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
[00:05:30] 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
[00:06:00] 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
[00:06:30] 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
[00:07:00] 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,
[00:07:30] 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
[00:08:00] 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,
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but rather model what they're doing right. So same thing, Tony Robbins, one of his top
[00:08:30] 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.

You want to be looking at other influencers that's in your market. So this is Gary V.
[00:09:00] 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
[00:09:30] 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
[00:10:00] 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
[00:10:30] 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
[00:11:00] 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
[00:11:30] 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
[00:12:00] 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

[00:12:30] 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, Insta-
[00:13:00] stories, 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
[00:13:30] 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
[00:14:00] 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
[00:14:30] 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
[00:15:00] 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
[00:15:30] 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
[00:16:00] 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 time-
frame 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,

Content Multiplier Formula – Core Training

 putting the borders for Facebook, make it into that dimension. The raw videos goes on
[00:16:30] YouTube. For Instagram, I have someone else now to create a 59 second version of it.
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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.

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
[00:17:00] 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,
[00:17:30] 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
[00:18:00] 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
[00:18:30] 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
[00:19:00] 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
[00:19:30] 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
[00:20:00] 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
[00:20:30] 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
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59 second version. So examples of Instagram video posts. This is how it looks like. The
[00:21:00] 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
[00:21:30] Instagram. We can do Swipe Up as well. I'll talk about that later.

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?
[00:22:00] 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
[00:22:30] 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
[00:23:00] 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
[00:23:30] 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
[00:24:00] 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
[00:24:30] 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,
[00:25:00] 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
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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
[00:25:30] 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
[00:26:00] 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.

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
[00:26:30] 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
[00:27:00] 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.
[00:27:30] 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
[00:28:00] 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
[00:28:30] 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
[00:29:00] 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
[00:29:30] 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
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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
[00:30:00] 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.

[00:30:30] 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
[00:31:00] 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
[00:31:30] 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,
[00:32:00] 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
[00:32:30] 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
[00:33:00] 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"
[00:33:30] 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
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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
[00:34:00] 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.

[00:34:30] 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,
[00:35:00] 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
[00:35:30] 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?
[00:36:00] 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
[00:36:30] 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
[00:37:00] 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,
[00:37:30] 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.
www.getwsodo.com
www.getwsodo.com
Imagine, right now you're posting up content and you're just leading the relationship
[00:38:00] 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
[00:38:30] 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.

Now, what I can do now is I can create an ad campaign in Facebook under custom
[00:39:00] 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
[00:39:30] 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
[00:40:00] 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
[00:40:30] 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.

[00:41:00] 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
[00:41:30] 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
[00:42:00] 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.
www.getwsodo.com
www.getwsodo.com
Take a look that this video over here. This video, I boosted it and there's 1.2 million
[00:42:30] 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
[00:43:00] 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
[00:43:30] 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
[00:44:00] 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
[00:44:30] 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
[00:45:00] 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
[00:45:30] 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
[00:46:00] 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

 you want to do.

[00:46:30]
www.getwsodo.com
www.getwsodo.com
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.
[00:47:00] 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.

[00:47:30] 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
[00:48:00] 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.

[00:48:30] 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
[00:49:00] 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
[00:49:30] 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
[00:50:00] 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

 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
[00:50:30]
www.getwsodo.com
www.getwsodo.com
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,
[00:51:00] 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.

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
[00:51:30] 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
[00:52:00] 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
[00:52:30] 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
[00:53:00] 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
[00:53:30] 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
[00:54:00] 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

 do on a daily basis.

[00:54:30]
www.getwsodo.com
www.getwsodo.com
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
[00:55:00] 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
[00:55:30] 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