H O W I W E N T F R O M

ZERO TO
A MILLION

WWW.ZEROTOAMILLION.COM
How To Build A Brand & Become A
Millionaire On YouTube
THE SECRET
ALGORITHM

INTRODUCTION

This is the secret formula I use in every single

video I make on YouTube (v1.0)
It was
2020

both my parents had lost their careers

due to the pandemic. Despite what I

learned in school, it was that year I

realized essential workers with the

“real jobs” were even more at risk

than non essential ones.

INTRODUCTION
YOUTUBE
It didn’t seem fair that people who provided a direct service and

contributed to the economy were more disposable than

STATISTICS
entertainers. I didn’t think it was fair that I earned nearly two As of May 2019, more
million dollars during my second year of doing YouTube while than 500 hours of video
my parents worked equally hard to make ends meet. Times have were uploaded to
changed and we need to adapt. YouTube every minute.
This equates to
approximately 30,000
hours of newly uploaded
content per hour.

Online video is one of the

most popular digital
activities worldwide,
with 85 percent of
internet users in the
United States accessing
online video on a weekly
basis. In May 2019,
YouTube reported two
billion logged-in viewers
every month, resulting in
more than one billion
hours of video being
watched every day
As the cost of goods has dropped, businesses are focusing less
(source: statista
https://bit.ly/2WvGXBl)
on commodities and more on data and attention. Never before

has it been possible to connect so easily to the rest of the world

through the social networks that now dominates and run the

internet.

These unprecedented circumstances have created amazing

opportunities. Each year, the online attention business generates

HUNDREDS OF BILLIONS OF DOLLARS. As a result, hundreds of

people become millionaires each year with nothing more than an

internet connection and a camera. I’m one of those people and I

want to teach you how you can do the same.

I believe the fastest way to connect with people around the

world, while earning millions of dollars, and maximizing your

influence - is through online content creation. In other words, you

can get rich by making online videos. If you’ve tried before and

didn’t get the results you wanted, the odds are you didn’t know

the formula for success. Believe it or not:

THERE IS A FORMULA
START
HERE
WHICH PLATFORM SHOULD YOU USE?

There are lots of platforms out there to choose from: Facebook,

TikTok, Instagram, and Youtube, to name a few. The strength that
YouTube has over every other platform is due to something called:

WATCHTIME
When people go to other social media platforms, they're there to be
entertained for short durations of time which is why platforms like
Instagram, Facebook, and TikTok all have average video durations
between 10 seconds to 3 minutes. When people go to YouTube
however, they are there to see YOU. This gives you leverage in using
your brand to command tremendous value.

Regardless of which platform you use, what they all have in

common is a formula for which content these platforms share and
serve their audience. This formula is referred to by the industry as:

THE ALGORITHM
WHAT IS IT?
 AN ALGORITHM:
IS A SET OF RULES AND CALCULATIONS THAT

HELPS REACH A DESIRED RESULT. IN THE

CASE OF SOCIAL MEDIA, THE END RESULT IS

ATTRACTING AS MANY PEOPLE TO THEIR

PLATFORM AS POSSIBLE - FOR AS LONG AS

POSSIBLE. THE MORE ATTENTION EACH

PLATFORM CAN CONTROL - THE MORE

ADVERTISEMENTS THEY CAN DELIVER. THAT IS

EXACTLY HOW THEY MAKE THEIR MONEY.

HERE’S AN EXAMPLE: IF AN ALGORITHM IS

TOLD TO PRIORITIZE NEWER VIDEOS OVER

OLDER ONES, THEN ALL CREATORS WOULD

NEED TO DO IS PRODUCE THE NEWEST

VIDEOS ON THE PLATFORM TO GET SEEN.

UNFORTUNATELY, THE ALGORITHMS ARE

MUCH MORE COMPLICATED.

 ALGORITHM

If someone were to know every aspect of a platform’s algorithm,

they could theoretically trick the system into having their videos
go viral. That is one of many reasons why these algorithms are
some of the most secretive and secure pieces of information on
the planet. Even if you were to gain access to one of them, it
would not do you any good because they are constantly changing
and evolving. Do I have access to these algorithms? No, I wish!

However, there’s a better way to get content seen on these

platforms. That’s because there’s one master algorithm that I am
very familiar with, and it rules the entire world - the human brain.
Fundamentally, social media companies are creating algorithms
that are designed as a competing system. Their algorithms try to
crack another algorithm, which is human psychology. As strange
as it may sound, humanity is a much easier algorithm to
understand than the ones we see online. Unlike the social media
algorithms, human psychology is well tested, firmly documented,
and rarely ever changes.

The best way to grow a successful online brand is to

understand the formula for what human psychology wants
from the content they consume.

With that knowledge, along with the skills that I’ve laid out in my
class 'Zero to A Million', you can create videos that people will
want to see, share, and create a community around.

I'M GOING TO SHARE THAT

FORMULA WITH YOU NOW
 WHY SHOULD
PEOPLE WATCH
YOU OVER
MILLIONS OF
OTHER PEOPLE?
HOW DO YOU
CREATE SOCIAL
PROOF ON THE
INTERNET?
 (TxV)^C
THE SOLUTION

Remember Einstein’s theory of relativity? E=MC^2? This formula isn’t that good -
but I’m still really proud of it. It’s a simple formula that explains how to re-
engineer success on social media. Here is the same formula expanded:

(Trust x Value) ^ Charisma

The formula to creating successful and compelling online content is to establish
Trust, offer Value, and let your Charisma amplify it. All of these variables can be
controlled and recreated as well. Let’s take a deeper dive into each part of this
so that it all makes sense.

Trust
Why did Nike agree to pay Serena Williams $55 MILLION, and Pepsi pay Beyonce
$50 MILLION? They did that because celebrities control the most valuable
commodity in the world - HUMAN TRUST. Most of the world’s top celebrities
control tremendous earnings because they have established incredible trust
with those who follow their brand. That trust is worth a lot of money when they
drink a soda on TV or put on Tennis Shoes before a match.

All you have to do is become one of the worlds top athletes or a globally
recognized artist. So easy right? That was sarcasm by the way. Establishing Trust
is a teachable skill. Like any delicious desert, trust is made up of ingredients and
trust can be manufactured. Believe it or not, I’m such a nerd that I’ve created a
formula for trust as well.
 TRUST = P + (K x A)
TRUST = PASSION + (KNOWLEDGE X AWARENESS)

PASSION
Passion is the emotional intensity that demonstrates to other people how
important a subject is to you. Oprah Winfrey said, “Passion is energy.” How can
you trust someone who is not energetic and obsessed with the topics they make
videos about? You can’t.

Have you ever met a coffee snob - someone who had spent over a thousand
dollars on a top of the line coffee maker and only buys beans directly from a
grower? I have. Don’t trust those people (just kidding). The kind of person that
knows every single aspect of making coffee down to the degree for how the milk
should be. Even if YOUR passion for coffee isn’t shared with theirs, everyone who
sees passion is automagically infected by it.

There’s a part of the human brain called the anterior insular cortex. This area is
responsible for the empathy that people use to identify the emotions of other
people. We may not know if someone is telling the truth or if they’re accurate
with their information but we are physiologically hardwired to identify their
passion and excitement. We use that measurement of passion to determine a
percentage of their knowledge and therefore trustworthiness. The importance of
passion and smiling can not be understated and that is why it is incredibly
important that you create content about subjects that you are passionate about.
It’s a common mistake to focus on what is trendy or lucrative over what lights a
fire within you. If you prioritize trends, you will experience burnout and the
audience will inevitably notice it and that trust will be lessened.

The second ingredient in establishing Trust is

Knowledge.
 TRUST = P + (K x A)
TRUST = PASSION + ( KNOWLEDGE X AWARENESS)

KNOWLEDGE
At the end of the day, it helps to know a thing or two about what you’re actually
going to make videos about. It helps if you have first hand experience with
cooking, investing, or playing video games. Knowledge offers immediate value
to the people watching your videos.

Contrary to popular belief though - you don’t need to be the smartest or the
most knowledgeable. In fact you can be totally clueless about your subject and
still succeed on a tremendous level. That’s because YOUR process and YOUR
journey is entertaining and relatable.

We cheer for the underdog because nobody is born with inherent knowledge,
talent, and success. YOUR story from zero to hero in attaining that knowledge
makes for good content - as long as you follow the next variable in the equation

AWARENESS
I wanted to launch my YouTube channel 5 years before I actually started it. I
planned out my video, filmed it, edited it, and even uploaded it! I never hit the
publish button because I second guessed myself. Why would ANYONE want to
watch my videos about personal finance - ESPECIALLY because people knew me
for doing card tricks? On top of that, I was not an accredited investor, I was not a
CPA, I was not a millionaire, and I did not own a private jet or a Lamborghini.

Those things are still true today (minus the millionaire part but I digress). The
reason AWARENESS is so important is because of a word we use in the industry
called “social proof”. How do you prove your social net worth? This next part of
the equation is exactly how we do that.
 TRUST = P + (K x A)
TRUST = PASSION + (KNOWLEDGE X AWARENESS)

AWARENESS
AWARENESS. If you can master this, you won’t need ANY social proof to build a
brand and a following. How? Practice being honest with yourself and give
yourself over to the public. Being a social media brand requires people to get to
know you on a deeper level than the informational value you will offer them. In
that sense, it’s terrifyingly difficult because it will require you to share not only
your greatest strengths, but also your greatest weaknesses and insecurities. It’s
difficult to demonstrate this variable because being honest with yourself about
your place in the world is VERY hard. The more you can exercise doing this, the
more successful you will achieve. How do I know this?

In comparison to wealth and intellect which is typically how people

demonstrate their social proof, self awareness is the UNICORN of the internet.
It’s an EXTREMELY rare trait, but it’s also endearing and it builds trust. The way I
got over my fear of not posting videos because I lacked social proof, was by
telling people the exact fears I just told you - as I was going through them. I’m
not the richest, I’m not the smartest, I’m an immigrant, I’m struggling to learn
my value in this world but I’m trying my best and attempting to learn as I go -
follow me on my journey to financial freedom.

That was the best decision of my life. I guess the saying “honesty is the best
policy” really turned out to be true. Many people make the mistake of trying to
establish trust with either intellect or material wealth. Those with intellect may
rattle off complicated technobabble to impress and convince you why you
should subscribe to them. Others will use material wealth to appeal to you.

However, the BEST content creators on any given platform, are all hyper self
aware of their strengths and weaknesses. It’s just as important to share your
losses as it is to celebrate your victories. That makes you authentic, that makes
you real, and that is hard to come by - especially on the internet (just open up
instagram and look at how absolutely perfect everyone’s lives are right?)Now
we’ve fully covered Trust.
 (TxV)^C
WE'VE COVERED TRUST. BUT WHAT ABOUT

VALUE? VALUE IS A PERSON’S RETURN ON

THEIR INVESTMENT. SOME PEOPLE MIGHT BE

THINKING...”MY ONLINE CONTENT IS FREE. THE

VIEWER HASN’T INVESTED ANYTHING!”

THE MOST VALUABLE THING ANY OF US HAVE

IS TIME. IT IS THE ONLY NON-RENEWABLE

RESOURCE. I’M VERY LUCKY TO HAVE AN

AUDIENCE SPEND TIME WATCHING VIDEOS

AND HANGING OUT WITH ME FOR 10 MINUTES.

I CAN’T THANK THEM ENOUGH.

KNOWING THIS, I TRY TO GIVE TREMENDOUS

VALUE IN RETURN. JUST LIKE BEFORE, I’VE

BROKEN DOWN THE ELEMENTS OF VALUE TO

IT’S CORRESPONDING INGREDIENT SO THIS

NEXT PART WILL BE A DREAM COME TRUE TO

ALL THE MATH NERDS OUT THERE.

 VALUE = ( I + E ) x D
VALUE = (INFORMATION + ENTERTAINMENT) * DEPENDABILITY

When written out, V = I E D means that your value has to be - DA BOMB!

Just kidding. The information you provide combined with the entertainment is
amplified by your dependability to equal the value of your content. This is the
meat and potatoes part of your videos and it’s the reason people will stay to
watch them. Let’s break it down in very simple terms what each of these mean.

INFORMATION
Let's talk about value - starting with information. A 6 minute video on "How To
Tie a Tie" has been seen over 74 million times at the time of me writing this. I
expect it’s going to get more views since humanity will almost always want to
know this information for as long as we wear ties. This kind of content is referred
to as evergreen because it will always be relevant and people will always want
to refer back to it. Instructional or informational content offers value to the
viewer and it is one of the primary reasons why people are looking for content
online - but it's not the only reason. Let’s look at the second variable.

ENTERTAINMENT
On average, people spend about 4 hours a day on video entertainment. That’s 2
months of nonstop watching per year. Given the average life span, a person will
have spent 13 years watching entertainment. That’s without sleep. Obviously, we
humans (hopefully I’ve done a good job conveying my humanness), find
tremendous value in entertaining content. We love to watch fun videos! If we
didn’t, we would not spend so much of our lives consuming it. Entertainment
comes in many forms and fashions. Comedy, beauty, insight, suspense, thrills,
and even frights which all have their place in holding our attention and giving
us pleasure and making us happy - that is valuable. Fortunately, entertainment
and information can be used in conjunction with each other to a greater effect
in order to increase the value of our content. As creators, we have to put the
viewers' needs before our own and make sure they always receive value
watching our videos - otherwise, why bother?
“SUCCESS DOES
NOT COME
FROM WHAT
YOU DO
OCCASIONALLY,
IT COMES FROM
WHAT YOU DO
CONSISTENTLY.”

a r
M eoie
For l
 V=(I+E)xD
THE NEXT VARIABLE INGREDIENT IN CREATING

VALUE IS (D) DEPENDABILITY.

I REGULARLY PUT IN 60 HOURS A WEEK TO

CREATE TWO (SOMETIMES THREE) VIDEOS A

WEEK. FOR THE FIRST 6 MONTHS, I WAS

MAKING PENNIES. THAT’S NOT A FIGURE OF

SPEECH. IF I CALCULATE THE AMOUNT OF

HOURS I WORKED AND THE AMOUNT OF

MONEY I MADE ON YOUTUBE DURING THAT

TIME, IT WAS ROUGHLY 9 PENNIES PER HOUR.

IMAGINE WORKING A FULL 40 HOURS PER

WEEK AND MAKING LESS THAN MINIMUM

WAGE. IF I HAD GIVEN UP, I WOULD NOT HAVE

MADE THE HUNDREDS OF THOUSANDS OF

DOLLARS THAT I WOULD EVENTUALLY EARN IN

MY FIRST YEAR, OR THE NEARLY 2 MILLION

THAT I EARNED IN MY SECOND.
DEPENDABILITY IS NOT JUST ABOUT PUTTING

IN THE WORK. IT IS ALSO ABOUT MAKING SURE

THAT THE QUALITY OF THE WORK IS

DEPENDABLE AS WELL. NO ONE WILL ARGUE

THAT MCDONALDS DOES NOT MAKE THE

WORLD'S GREATEST HAMBURGER - BUT

THEY’RE STILL WILDLY SUCCESSFUL! WHY?

WHAT THEY OFFER IS THE SAME DEPENDABLE

FOOD, NO MATTER WHAT LOCATION YOU GO

TO, EVERY CUSTOMER CAN STILL EXPECT TO

GET THE SAME SWEATY, GREASY,

DISGUSTINGLY DELICIOUS CHEESEBURGER

THAT I WOULD EAT IN A HEARTBEAT IF YOU

EVER OFFERED ME ONE.

THE MORAL IS ALWAYS LEAD WITH VALUE.

DO IT BY PROVIDING GREAT INFORMATION.

DO IT BY MAKING THE CONTENT AS

ENTERTAINING AS POSSIBLE. DO IT RELIABLY

ON A REGULAR SCHEDULE, WITH QUALITY

STANDARDS SO THAT YOUR AUDIENCE COMES

BACK AND GETS THE SAME GREAT CONTENT

THAT THEY’VE COME TO EXPECT.

 (TxV)^C
WE'VE COVERED TRUST AND VALUE. WHAT

ABOUT THE LAST VARIABLE - C?

C STANDS FOR CHARISMA. IT'S RESPONSIBLE

FOR TIME. IT WILL COMPOUND YOUR EFFORTS

AND THE MORE OF IT YOU HAVE, THE

QUICKER YOU WILL SUCCEED.

UNFORTUNATELY, IT’S WHAT I LIKE TO CALL -

THE X FACTOR. IT IS THE UNKNOWN VARIABLE

THAT IS DIFFICULT TO EXPLAIN, IMPOSSIBLE

TO HARNESS, AND EXTREMELY VALUABLE IF

YOU HAVE IT. IT’S LIGHTNING IN A BOTTLE.

CHARISMA IS NOT NECESSARILY PHYSICAL

ATTRACTIVENESS BECAUSE AT 4 FOOT 10

INCHES, DANNY DEVITO HAS MAINTAINED

STARDOM FOR OVER 40 YEARS AND AMASSED

A NET WORTH OF AROUND $80 MILLION. I

DON’T THINK MANY PEOPLE WOULD SAY HE’S

THE MOST ATTRACTIVE BUT HE DOES HAVE A

CHARISMATIC QUALITY THAT IS UNDENIABLE.

 (TxV)^C
TRUST X VALUE ^ CHARISMA

There are many different forms of charisma. Some people are charismatic
because they perfectly fit into a character archetype that we recognize in
ourselves. Maybe they are an athlete, a basket case, a princess, and a criminal
(the Breakfast Club). Whichever form they come in, it’s someone we can
recognize and see in ourselves. Once we’ve established their character
archetype, we know what to potentially expect from them.

However, a different variety of charisma is the antithesis of the first example.

This person does NOT fit well into any category of types of people. They seem to
relate well with whoever they meet and all demographics connect well with
them because we see a lot of ourselves in them. But regardless of which and
how much charisma you have, I offer you no formula for it. Charisma is in lock
step with your identity. It is not something that you can change without
dramatically modifying the person you are.

Some people come along with charisma that is off the charts and they find
themselves a seeming overnight success. Others are not so lucky. But a lack of
charisma will not prevent your success unless you let it. Charisma only impacts
how long it will take you to be successful. It will not prevent you from success
unless you decide to quit. If you lack charisma but follow the rest of the
variables I’ve outlined, your chances of success are at 100% - your success is
inevitable. It takes time and patience to build an online audience and a brand.
I’ve been there and I understand how frustrating it can be.

My hope is that the concepts contained in this document will dramatically

increase your path to success. If you’d like to exponentially increase the rate of
your success, I've created a class on how I went from “Zero To A Million” where I
show you step by step exactly how I did it. I also teach you how I plan, shoot,
and edit my videos as well as all the different ways you can make money with an
online brand. I’m extremely proud of it and believe that it is the best course ever
created on the subject (but I’m biased). You can find it here:

ZEROTOAMILLION.COM
WWW.ZEROTOAMILLION.COM
How To Build A Brand & Become A
Millionaire On YouTube