Maximum Lawyer

Tyson Mutrux 00:00:11 This week I'm joined by Justin Barry, the creative genius behind Ryan Panetta's billion views online and a proven expert in building powerful personal brands. In this episode, Justin shares quite a bit with me, but he focuses mostly on how law firm owners can elevate their own practices by applying the principles that have driven massive success in other industries, including the formula Justin used to help Ryan Pineda achieve a billion views online and how you can apply it to your firm. We talk about a lot of different things, including authenticity and personality, and how the ultimate trust builders and how to create impactful content consistently without overhauling your daily routine. Get ready to take some notes on this one. This has got a lot of information that you're going to want to write down. You don't want to miss this one. Let's dive in with Justin Barry on Maximum Lawyer. Hey, Justin. Welcome to the show. Oh, man.

Justin Berry 00:01:05 Thank you for having me, I appreciate it.

Justin Berry 00:01:06 Yeah. It's good. It's good to have you. It's, we're sitting here in Vegas, and I was kind of chatting about your your braves hat. I was I was about to give you some crap because I'm the Cardinals fan, but. Yeah. Yeah. No, you know, I get that all the time. People with my different hats on, I always tell you, it was just a crown for me. So I got different crowns out there, but I got, you know, I'm a Sox fan, you know? You know, sometimes, sad to say, but I'm a Sox fan. And then I have every hat. So like hats to match the fit. So White Sox or Red Sox, white Sox, white Sox. Yeah. There's only one Sox. That is sad. That is sad. Yeah it's unfortunate. Yeah. But so we were just kind of chatting about like.

Tyson Mutrux 00:01:40 New media.

Justin Berry 00:01:40 Versus old media. and because we're talking about the election a little bit.

Justin Berry 00:01:45 Like what do you legacy media like you know the all the.

Tyson Mutrux 00:01:50 The cable news networks.

Justin Berry 00:01:52 Like what do you think they're thinking right now about their future. Yeah. You know, we're seeing we're seeing quite a bit of like a change in media in general. And so legacy media is they're they're never going to be gone because they're still important. They're still extremely important. And it's when you consider the election, you got to think the people that watched legacy media, those talk, those shows during the day, the cable TV, those are the main people that go out and vote. That's the older generation that's at home. So most of them are retired, right? I guess they're watching cable TV in that in that way. So they're not it's not obsolete where it's got to go away. But I think what we're seeing now, especially what we saw on the with campaign, you're going to have to dive into these other areas of media. The more you know, the new form of media is like what I always call it, because it's just there's no way around it.

Justin Berry 00:02:45 Now, to reach masses, you have to get on certain people's platforms and really be able to do that. How do you think how do you think.

Tyson Mutrux 00:02:52 That's going to affect like, like you see like.

Justin Berry 00:02:54 Injury.

Tyson Mutrux 00:02:54 Lawyer advertising, things like that. How do you think it's going to affect that type of advertising and those types of firms that have relied on like billboards and TV for so long?

Justin Berry 00:03:02 Yeah, I mean, I even see it here in Vegas, right? Like, there's a certain level of lawyer that you see on every billboard, right? Every time. And you gotta think, you know, they can we can add up how many people pass that every day. Whereas, you know, someone like yourself that's doing a new form of media, a newer form of media and other types of media you get you can get millions of views from one video. Sure. And people can find out about you in that way. I think one thing that a billboard can't do that is new form of media can do is build trust.

Justin Berry 00:03:31 Sure. And so while I'm looking at your sign and you got a little catchy phrase on it, that's cool. It caught my attention as I'm driving or as I'm walking past it, but I don't know anything about you. And so it's these type of conversation pieces, and I've seen it in every business now that can really propel your, you know, your, your growth in that way. It's really a good point.

Tyson Mutrux 00:03:51 And I've always wondered how effective really Billboards are. I worked early on in my career for what I call a billboard firm, you know, and I always said, you know, you put up billboards, you get billboard clients because you're just you're like, I'm not going to go hire a lawyer based on a billboard who's not going to. But if you look at to your point, like, look at the The Big Joe Rogan interview with Donald Trump and J.D. Vance, they went on that interview and they people really got to know them. I think most people know who Trump is at this point, right? Yeah.

Tyson Mutrux 00:04:19 But then you got like his running mate that goes on there. And you compare that to, you know, the the Kamala Harris and walls like they didn't you know. And so I it's a really good point about really getting to know the person. Yeah.

Justin Berry 00:04:32 Let me really break that down. Right. So if you look at what happened the Joe Rogan YouTube, let's say just the, just the YouTube video, 60 billion views, right. Incredible. 60 million views. Right. You go to, you know, and what he did was with Joe, you sit down for hours, right? Like there's.

Tyson Mutrux 00:04:48 Three hours.

Justin Berry 00:04:48 Like that's how those those interviews are long. So he even did flagrant two, which he did. Yes. Comedic podcast. Right? Yes. Yeah. He sat down with them for, I think, two hours or something with that. Yeah. Andrew. Andrew. Scott. Yeah. And so, you know, even in that, even in that interview, because I watched that full thing because I was like, why is he like there's some type of strategy behind this.

Tyson Mutrux 00:05:09 It was a wild interview. I watched that one too.

Justin Berry 00:05:11 But you know what it did for the young men, right? That that watch, that type of that type of content, what it did for them. And see, I got to see Trump differently. Sure. Right. You got to see like we always knew we had the personality, right. He's witty right. He's sharp in those type of way. He knows how to, you know, conduct himself to to be able to catch your attention. Right. That's what he's good at. But I also watched him be a little bit more human with kind of, like, kind of tearing down the shield with comedians, right? Like, it didn't feel like I got you interview. So he can he can do that. But that's what these conversations do. That's what podcasting does. That's what these type of formats do. They kind of break down that wall so that now you get to get to actually meet Justin and you get to actually meet like the whole like this is how it goes.

Justin Berry 00:05:53 And so I really found it interesting that on, you know, kamado style because truthfully, I'm not political at all. Right. Like I vote for whatever makes the most sense for me and my family. Yeah. Absolutely. Right. And so I when I, when I looked at both parties, I was like, man, like hers felt like she only gave him an hour. It felt like super, like talking point, like I got these dialed in, I'm gonna say. And so I was like, yeah, like you. You guys are missing it. The new media part of it. Like, you can't treat new media like legacy media and have your talking points out in almost rehearsed, right? Right. You have to kind of open up and be authentic to who you are so that, like, we can read through that. And that's what's great about the video.

Tyson Mutrux 00:06:29 So you have so you have I mean, podcasting has been around a while now. It was funny because it I mean, I remember and I don't think most people realize this, it actually started in like oh five.

Tyson Mutrux 00:06:40 Like with the iPod. And just it didn't pick out, it didn't gain traction like till the 20 tens. But it it's really kind of a fire. But like, not everyone I don't think is going to be able to do a podcast, right. There's a lot of them out there now. It's a lot. There's a lot of competition. And I wonder, is there a next thing like podcasting was the next thing? Have you all kind of looked at the horizon to see like what is like what's around the corner?

Justin Berry 00:07:05 That's a great question. So let's just break down what we've seen so far. Right. So it went from celebrity, right.

Tyson Mutrux 00:07:12 Which is which clearly was had zero effect on this election right.

Justin Berry 00:07:15 Yeah. Yeah. Not at all. But celebrity and it's still a thing right. You see you see Denzel Washington in the airport. You're going to go, wow, that does it. Yeah. Maybe I want a picture. Maybe I want an autograph. Who knows? Right.

Justin Berry 00:07:26 I'll try it out. Right. That's a celebrity. But he has no influence on your decision making, right? He's just a celebrity. Right. It was cool to meet him, right? Then you have the influencers, right? That's what we've seen in the last 15 years or so. Right. The rise of the influencer. Those are individuals that can get in front of a camera, have enough charisma and personality and can communicate well enough to say things and do things that makes you think about wanting to do.

Tyson Mutrux 00:07:52 It, like the Logan Paul's of the world. Exactly. Yeah.

Justin Berry 00:07:54 Mr. Kim kardashian. Kim kardashian. Yes. They developed business from their influence. The celebrity had a talent developed, skill honed. That talent became great at it. Whereas the influencer may not necessarily come in with this massive gift that they have. Right. But knows how to be charismatic and communicate well enough to to grow influence. Right. So then you have the influencer, then you have what I call the personalities, right? The personalities are your streamers.

Justin Berry 00:08:20 Right. We saw Donald Trump do Aiden Ross. We saw him do like there. The difference between those is the streamers, right. And the personalities they engage. Yeah. Right. So celebrity no engagement whatsoever. The mystique is what makes them the celebrity, right? Right. You don't know anything about the influencer. You can see their life on the on the screen, but you're not necessarily engaging a ton with them. Right. Like, you might be almost like the billboard. Exactly. Interesting. You might be commenting, but you're not necessarily. You're hoping they say something bad. Right. Yeah. Then you got the personalities. That's like, I'm. I'm in the room with you almost right there reading the chat as we're talking.

Tyson Mutrux 00:08:57 Right. It makes a big difference, all.

Justin Berry 00:08:59 Those type of things. Right? But then I always say, everybody else that does create something are just creators. Right, right. Yeah. So, like myself, I'm not a streamer. I'm not a celebrity.

Justin Berry 00:09:08 I'm not an influencer. I'm just a creator. All right? So I can make content. I can do I can speak on stages. I can do all these different things to create the content for you to intake. But I'm not necessarily in the chat trying to see what everybody has to say. I'm not a celebrity and I'm not like, I don't consider myself an influencer. I'm not trying to sway people to a certain thing. Right. So there's those those and those creators fall on. That's education, that's entertainment. That's all those other pieces around it. So when you talk about like the evolution and what we're seeing happen next, there's going to become a point where that influencers and ability to actually make change or like, move people in a way. They're going to have to get more engaged. They're going to have to.

Tyson Mutrux 00:09:49 You just kind of exploded my brain because it's it's it's something then because I'm thinking about like how lawyers are going to have to start marketing, right? And I mean, are you saying that they're going to have to start to be that that streamer type, that, would you call the person, what do you call them? I call them personality personalities.

Tyson Mutrux 00:10:07 So if they're going to have to be the personality, that's a lot of lot of work. So that means they're going to have to have the worker bees behind the scenes to do all the work. Exactly right. Is that is that kind of what you're saying?

Justin Berry 00:10:18 It's going to have to be a build out. Right? So like you're it's going to take more than just your expertise, right? Like where you have the knowledge if you're also going to be the face, you better get somebody else with knowledge behind you. Right? Yeah. Right. It's like it's when you hire your SEO, right? It's when you hire your producers, when you hire your PR, like it's when you hire all those pieces to implement for you. Right. write the operators, but that face is going to have to be the driving force. I did a workshop yesterday. We did a workshop. We had about 75 people at the workshop, and they're just coming to learn from here in Vegas. Here in Vegas.

Justin Berry 00:10:49 Yep. And and one of the things that I spoke about, because I always get the question, hey, I have a brand and a product. Do I put my face on it?

Tyson Mutrux 00:10:58 Well, that so that's it's funny because with lawyers especially like if you're the face or if you're the name, you name the firm for you, the client wants to hire you. Right. You know, so that's a that's an issue.

Justin Berry 00:11:08 Yeah. It's a and so if you if you also like if you have a team already and you're not empowering that team. Yeah. Right. And you're always going to be in the work. Right. And they're not going to be as valuable as they should be. Right. So there's different there's different things that you got to kind of focus on in this new phase of what people are doing in their business, especially for lawyers and other entrepreneurs, because like, for instance, you know, I work with Ryan Pineda, right? You have no idea what I do, who I am, and most people that actually do know now what I do.

Justin Berry 00:11:36 It's only because he co-signed it. Yeah, right. I've always been behind the camera. I've always been, you know, focused on helping build a brand versus actually speaking about it.

Tyson Mutrux 00:11:46 But your role is integral, though, because you know how it all works, right?

Justin Berry 00:11:50 Yeah, right. And those are the individuals that like, if they can communicate well enough, if they can actually, you know, find a way to educate, we'll assist most in the faces business. Yeah. Right. So it's like, yeah, Ryan I'm here. and we and we're rolling. I'm gonna make sure your brand keeps growing and we gonna keep doing what we're doing. But, You shouldn't have to answer the questions about the content all the time. Right. They should be coming to you for real estate and business advice, right? The big ticket stuff. Right? That's what they should be coming for. Let me take on what's happening in the in the content space in the media world.

Tyson Mutrux 00:12:22 Let's take this a little bit more, because I think this might help lawyers, like find their CEO of types.

Tyson Mutrux 00:12:28 Right. So how did you get connected with Ryan? Like like what was your background?

Justin Berry 00:12:32 That's awesome. So I originally was moving to Vegas. I moved to Vegas in 2018. The original plan was to start with the Metro Police Department.

Tyson Mutrux 00:12:40 No, wait. Okay. That's drastically different where we are now.

Justin Berry 00:12:45 So I graduated from Valparaiso University in Indiana with a criminology degree and a minor in psychology, with the goal of becoming a police officer, hopefully making it to the federal level. My dad was a 30 year cop in Chicago, so that's where the kind of the the influence comes.

Tyson Mutrux 00:13:02 Is that like about an hour from Chicago? Yeah. Yeah yeah, yeah.

Justin Berry 00:13:05 So I would take that drive on the weekends, heading home. But that's what my plan was initially. And, we had took the little money we had coming out of college and put our down payment on our apartment here. Yeah. And a week before we were set to move, I tore my patellar tendon in my knee. How'd you do it? Playing ball.

Justin Berry 00:13:25 of course, I was trying to stay in shape, trying to get runs in for. Yeah, getting ready for this academy I was playing. I started the academy in two weeks from that move. And so the plan was to just be ready, stay active and do it. So it was like, hey, I got one more go around with my guys back home before I moved.

Tyson Mutrux 00:13:40 It was the last one.

Justin Berry 00:13:41 It was the last one, last run. And so we before we were set to to drive, travel across the country, I tore that patellar tendon, complete rupture. I remember when it happened, I it didn't hurt. Oh, interesting. And so I was like, okay, this isn't good, right? Yeah. Because.

Tyson Mutrux 00:13:56 Oh, yeah. You don't have the pain. That's problem. I play.

Justin Berry 00:13:59 Ball. So I'm like, I've seen enough people like tearing ACL and it's like it's painful. Like they, they they're screaming. And I was like, I don't feel a thing.

Justin Berry 00:14:05 And so I knew my body was immediately in shock. I knew that the way I looked at my knee, I could definitely tell that it wasn't good. Right. And so I was like, okay, this is this is going to put me down for a little bit. I had to stay two weeks back for surgery. Me and my wife prayed about it, went to sleep, woke up, and she I was like, I'm still hearing that. We should go. Yeah. So she took that trip herself, drove back. Then we had our stuff in our car. She drove it herself all the way across the country. So what'd you do? I moved in, I had stayed back for surgery. I sat and watched her on my. Find my app. Go across the country.

Tyson Mutrux 00:14:36 Any kids at the time?

Justin Berry 00:14:37 A one year old.

Tyson Mutrux 00:14:38 Oh, she had. So she had the.

Justin Berry 00:14:39 One year old. So she didn't take the one year old. The one year old staying with the grandparents.

Justin Berry 00:14:43 and then after a week after my surgery, I flew. I took that leg. That straight leg. You know, I put it across the aisle in the airplane and and flew across with the one year old and the grandparents. Wow. That's what led us to Vegas. Okay.

Tyson Mutrux 00:14:58 So you get to Vegas. I mean, did you give up on the dream at that point? Or did you say, I'm still going to become an officer?

Justin Berry 00:15:03 My plan was still to become an officer. And so the doctor told me that I wouldn't be able to run for a year. And I said, doc, you don't know me. Yeah. You're crazy. So three months, I was working again. I started with the armored truck company. I couldn't even run or jump or anything like that. So I would I would wait till they all went inside the building and up the stairs, and then I would go up the stairs because I had to go one at a time. So I did stuff so that they wouldn't see it.

Justin Berry 00:15:28 And that was kind of how I rehabbed as well. Like, I can go rehab in the gym with somebody that's going to, like, keep me here because I'm paying for it, or I can, you know, I know what I gotta do. So I kind of did that myself and started with the armored truck because it was like the closest thing. That was always the next step for people with police. Oh, really? You go to armored truck, you learn how to use your weapon and you how you learn how to lose the fear of being out in the streets in a dangerous type of position.

Tyson Mutrux 00:15:51 It makes sense. I never thought I never thought about that. Yeah.

Justin Berry 00:15:54 Armored trucks are like the gateway to police. Or if you're military, it's like I'm out in the military now. I can't be policed. I'm gonna go do that. So that's kind of how that works. so so I did that for, for, I think six months or so. and then I was serving at the local church is how I met Ryan specifically.

Justin Berry 00:16:11 Oh, interesting. So I was serving at the local church, and somebody came up to me and was like, I told him, I said, hey, man, I want to I want to get out of this job. I want to do something that I'm a little bit more passionate about. And he was like, well, this guy is looking for a podcast editor. And so at the end of my.

Tyson Mutrux 00:16:28 Did you have any background in podcasting?

Justin Berry 00:16:30 No. Not really. No.

Tyson Mutrux 00:16:32 So, no.

Justin Berry 00:16:32 Yeah. Not really. Like, I had done two podcasts before that.

Tyson Mutrux 00:16:36 Okay. Okay.

Justin Berry 00:16:36 But I had. It wasn't like these were like friends. Like it wasn't like a serious thing. and that was really the only experience I had. I just know me. Like, if you give me an opportunity, I'm gonna make it. I'm gonna make it work.

Tyson Mutrux 00:16:46 This is still back in 2018.

Justin Berry 00:16:47 This was 2019. Okay. So 2020. Okay. 2020, early 2020. Yeah.

Justin Berry 00:16:53 So, we had that conversation, with him, and he was like, So I did Ryan, and I was like, hey, you find your editor. Don't worry about looking for anybody else.

Tyson Mutrux 00:17:04 Do you think he was going to respond? No, no, I.

Justin Berry 00:17:06 Didn't think he was going to take a shot. I think he was even on seed. I'm like, maybe somebody on his team will see it. Because at the time, I think he had like 100,000 or something like that, 80 to 100,000 on there so that he probably won't see it. And I didn't have a full understanding of like influencer like yeah, I didn't that was.

Tyson Mutrux 00:17:20 Early on in it. Yeah. And like that was so four years ago. So that I guess it wasn't super early as like in the middle of it, right? Yeah. So yeah. Yeah.

Justin Berry 00:17:27 And I didn't, I didn't know like I know now that these guys actually read their DMs, whether you are, whether people believe it or not, like they actually read them.

Justin Berry 00:17:34 So it's like interesting.

Tyson Mutrux 00:17:35 I wouldn't have thought that either.

Justin Berry 00:17:36 Oh yeah. You wouldn't think so. But they're, they're, they're they're in it. They know what's going on. Yeah. So, I also reached back out to that friend. I was like, I knew somebody who knew him. I was like, let him know that I want to. I want to come in and talk about that. Yeah. So he ended up calling me. We came, I came in, we spent an hour and we talked more about faith and family than the job. And so by the end of that conversation, he goes, hey, man, tell me what it is that you want to make. And so I think I said something that was like a thousand more dollars than what I was making. Yeah. And he said, yeah, so fast, I knew I messed up. Yeah, I've been right away, I shot.

Tyson Mutrux 00:18:12 What'd you learn about valuing yourself in that kind of position?

Justin Berry 00:18:14 What it was is I had no I had no like real experience.

Justin Berry 00:18:17 And when you go in you're like, man, this is a real operation here. Like, this is a real thing. And he's trying to put together and he's. And Ryan's a type of guy. Like, he he knows his vision, so it's like straight forward. I know what I'm trying to do here. This is what I want.

Tyson Mutrux 00:18:29 Did he convey that in that interview? What did that as a job candidate like? What did that mean to you?

Justin Berry 00:18:35 so, like, it's hard to get behind someone that doesn't know. You know what I mean? Yeah. It was easy for me, one to fake the family talk. Told me that we align on certain values. And so that means, like, I can see this becoming more than just me being a video editor. Yeah, right. Like, there's other ways that I can support this mission. but then him understanding is like, he he was flat out like, I want to be the most known house flipper on house flipper influencer.

Justin Berry 00:18:59 I guess you could say. Right? He was very clear on that. And so I was like, all right, I can help make that happen. Right.

Tyson Mutrux 00:19:05 So you had limited experience. how did you how did you convey confidence? I mean, were you open about, like, I got limited experience, or were you just, you know, like, I'm gonna figure it out no matter what?

Justin Berry 00:19:16 Yeah, that's my mindset of everything. I'm gonna figure it out. Like I'm always gonna figure it out. But for me, you know. You know, coming up, playing sports for me, it was like, you always think you're the best on the court. Yeah. Like always.

Tyson Mutrux 00:19:30 Yeah.

Justin Berry 00:19:30 Like I'm never happy I can.

Tyson Mutrux 00:19:31 Make that shot. Yeah, yeah.

Justin Berry 00:19:32 Every time I want the ball at the end of the game, I don't care what who I have on my team. Right? It doesn't matter who I'm going against or who I have on my team. I want the ball.

Justin Berry 00:19:40 And so it was like, I feel that way about anything that I'm trying to take on. It was like, yeah, I've heard of D Rock with Gary V, I don't care, right? He ain't better than me, right? Yeah, right. Like, I mean, so it's like I could fit. You know, I'm going to work until I get it, until I am great at it. And so that's how I. That's where the confidence comes from. I guess you could say I was like, nah, I'm going to be. I got you like what? You tell me what you want to do. We going to make it happen.

Tyson Mutrux 00:20:03 What did that interview teach you about hiring?

Justin Berry 00:20:06 we care more about your core values that you actually do. The skill of the individual. Yeah, right. And I've seen it now a hundred times. Right? Like people that come in very highly skilled can do certain things at a high level, but their core values don't align with the business.

Justin Berry 00:20:21 And it just doesn't work.

Tyson Mutrux 00:20:22 Yeah. So the we look we look for we call them peeps. So people have passion, energy. They can energize other people. They've got ideas they can execute. And the last piece doesn't mean anything. It's just we wanted to create a word out of it. So we call them peeps. Otherwise they'd be called P's. And it sounds weird. Gotcha. Yeah. So. But so we, we have a certain mole that we're looking for when we're hiring attorneys and with case managers whatever. And so are there certain characteristics that you're looking for to. I know you talked about the core value is the value part of it's important. But other like certain characteristics that you're looking for to that, you know.

Justin Berry 00:20:53 Yeah. Well a big piece is your faith right. Like well it's not required. It will align. You will align better if you are a believer. Yeah. Right. I, I've watched that too. Like our office kind of shifted and changed. Right.

Justin Berry 00:21:07 Where, where that value became higher priority and who you bring in. Then you see like you got people that like to be around each other. They're excited to come to work in the morning, right? They're excited to work together to figure out how to solve an issue or solve a problem. Right? A new product comes out and everybody's excited about it because of the amount of people that it could help. Right? Like, your values are going to determine how much effort you're actually going to put into it. Yeah. Versus the guy that comes in and it's like really high skilled and money motivated. Yeah. Right. And it's like, yeah, well when you feel like you're not getting the attention or the money that you want. How much effort are you going to put into helping our clients and our community? Right. Like it probably won't. And so that's where I learned I learned that from him. Like like certain questions to ask first. Like, just be upfront. Right.

Tyson Mutrux 00:21:53 I was going to ask you, how do you figure that stuff out? Like what are some of those questions?

Justin Berry 00:21:56 So for instance, like if I'm, if I'm interviewing like people that I've hired, you know, I go, are you married? Do you have kids? Right.

Justin Berry 00:22:05 What's your thoughts about, you know, these things. Like do you want to. Are you planning to write, like, all those things first? Like, what's the standard? As a man, what do you believe a man is?

Tyson Mutrux 00:22:15 Interesting. Okay, so you're like, you're getting deep with it.

Justin Berry 00:22:18 Yeah, I want to know. I want to know because I want you to think like in a in a startup company, in an industry like, especially these, these niche industries. Even for lawyers, like, you're going to spend a lot of time with that innovation. Right. And I want to be able to stand next to you and know that you didn't insult or hurt anybody else that's in this room. Yeah, right. Because, you know, show me your friends. I'll show you your future. Right. And so if that's the case, I gotta we gotta be kind of on one accord here and representing a certain light. especially for people to trust us because, again, influencing and and having a business like that, it's all about know like and trust always.

Tyson Mutrux 00:22:54 It's never it's never changed. Right.

Justin Berry 00:22:56 I can get you to know me. Yep. I can make my best attempt at getting you to like me. But at the end of the day, are you truly going to trust me? And with trust comes that support that you need to help your business grow. And so I want to be able to stand next to individuals that are like that. Right. Like the majority of our office goes to the same church, and it wasn't like you got to go, right? It was.

Tyson Mutrux 00:23:19 Yeah, I'm assuming.

Justin Berry 00:23:20 It led that.

Tyson Mutrux 00:23:20 Way. You didn't hire all the people from your church. So, yeah. So they've kind of, like, bought into the culture and said, hey, let's check out this church thing. Exactly.

Justin Berry 00:23:28 Exactly. So it's a it's important. That's a big one for us. I think when when I speak to other business owners and things like that, one of the big ones that they have, you know, that I've heard a lot, you know, from owners, is they really want to be sure that you're, you're more, you know, intrigued with how you're going to assist the next person versus yourself.

Justin Berry 00:23:49 Yeah. And so, you know, well, that's already a, you know, a servant mindset. You also got to be able to have that grip, right. Like hey don't don't let up. Right. Like some you never heard of. No. Before. Right. You know those type of mindsets that you need to have to be able to prepare.

Tyson Mutrux 00:24:05 Have you made any bad hires? Yes. Like, what were the. Is there like a ribbon that you can kind of figure out what was like the common trend or thread between all of them?

Justin Berry 00:24:15 you know what? for bad hires specifically, like what I've seen, and truly, I haven't made many. but, yeah, there's a few that I can think of specifically, but what what I saw in them was, after achieving success, things changed. And that's just a character flaw. Right. So for instance, you know we start seeing really like videos really perform really well on our end from the media side and money's flowing.

Justin Berry 00:24:44 And then all of a sudden it's the conversation has changed to shift to where like you think that you're the reason.

Tyson Mutrux 00:24:51 Oh interesting. Yes. Yeah. Yeah. Right. So it's a toxic employee trait? Yeah.

Justin Berry 00:24:56 Yeah. And it's. And it's funny. Right. So, like, one of the things that, helps me actually promote myself is that I've done over a billion views. Right. Like, I've touched with just right. That doesn't even count everybody else, right? I don't say that. Just say that I'm the reason. Oh, yeah. I said, hey, we did this together. I mean, we we done over a billion views. That's a lot of people. Whereas these individuals are like, you know, how's Ryan up? They're taking credit for what we've done. And I'm like, no, no, it's not how it works. Right. And I think that's sometimes it's a tough thing for especially when there's a face to a product, right? To a company, there's a face.

Justin Berry 00:25:33 You gotta remember that. Like they're here for him. They're not here for you. Sure. Right. Like he's going to get the first opportunity. He's going to get the first dimension. And it's like being the it's like being the best on a on a team. Right? Like if the Lakers lose, it's LeBron's fault. If they win no matter who hit the last shot it's LeBron's absolutely right. And that's just a part of it.

Tyson Mutrux 00:25:54 Why didn't LeBron take that last shot. Yeah exactly.

Justin Berry 00:25:56 Exactly right. And so I think I think what happens is is that people see success that they've never seen before. It's hard to kind of understand it sometimes. And in media it's hard to quantify it sometimes. time. Truly. Yeah. And they begin to kind of like, you know, they believe their own hype, like you were a part of this. It was not you weren't it wasn't you. Right.

Tyson Mutrux 00:26:16 How would you say that that that culture affects the quality of the work.

Justin Berry 00:26:20 That's really good.

Justin Berry 00:26:21 What. It's contagious one right. That mindset is extremely contagious right. Where you talk to your your coworker about what you want. I need a new raise I need more money. Like how come he's driving that? We driving this and all those kind of things. It's contagious. And it starts to kind of bleed into other areas of the business. If you got people that communicate right. Remember I said the business are people that like being around each other. So that can that can change.

Tyson Mutrux 00:26:45 It can go the other way too. Right. So it can go to the positive or the negative. Exactly.

Justin Berry 00:26:49 Right, exactly. So it does kind of shift the culture. And then you get those individuals that's like you can feel it on them. Right. And it's like, oh man, what is what's wrong with you. Right. Like what's important in that case, you know, and I say this to get rid of him right away.

Tyson Mutrux 00:27:06 That is something that we see people. They make that mistake they hold on to.

Tyson Mutrux 00:27:10 They go way too long. And the they don't realize that the damage is, is being done on a daily, actually hourly basis, because what they don't realize is that they're talking about you behind your back. They're talking about the owner behind their back. They're talking about the other employees behind their back. They're they're they're causing all this chaos. And you think, oh, it's no big deal. I'll put it off for a week or two. But you don't realize the damage is being done every single day to your to your business. They're talking to clients. They're I mean, they're having a massive effect on you. You don't see.

Justin Berry 00:27:41 Yeah. One of the biggest big pieces of advice Ryan gave me when he made me the producer and overall of the media, he goes, be be quick to fire, slow to high. And I was like, yeah, you're right. I was like, but it was hard because I had relationships with the people. All of my hires were people that I had other relationships with.

Justin Berry 00:28:00 And so he goes, remember, like you, you have to, you know, you gotta trim the fat quick, but things get too heavy. And so I go, okay, all right. And one thing I trust, you know. You know, while Ryan is kind of like a leader in it, and he may make mistakes, I trust his discernment. And I trust what he believes in for the future because I've seen it work so many times.

Tyson Mutrux 00:28:21 How did he figure all that out?

Justin Berry 00:28:24 I think, you know, I think people in his shoes, there's a certain level of genius, right? In, in areas. But I also think it's just life experience. Right? Like, he played, you know, minor league baseball. And he worked to get up to those big leagues and just was never able to actually do it. Right. And then in business it's no different. Right. We see it on teams. And I think that's why we can kind of get along so well.

Justin Berry 00:28:44 Because I saw it too. Like I saw an opportunity to go to people that shouldn't have got him. Yeah. And then I saw people take advantage of opportunities and I was like, okay, right. Like this is this is kind of how it works. Then you see trial and error. You got that one teammate that's mad that you're playing more right. But he's supposed to be your friend, right? And you got to figure out how to navigate that relationship a little bit, right? So those are all things that like that that world really applies to how you operate businesses as well. And I think if people kind of took a step back and peel some layers back and looked at just life in general family, right. You can see how some of those things apply to everything, right?

Tyson Mutrux 00:29:18 Like understanding. Like there's a real power, like understanding where another person's coming from. It really is a superpower. Because if you can understand that, you can understand like the human nature of things. It'll it'll take you a long way.

Tyson Mutrux 00:29:31 Absolutely. Thank you. I want to go back to the the celebrity and then, you know, influencer, the personality, all that. How is that? When did you first identify that trend changing to that more that personality type.

Justin Berry 00:29:45 That's a great question. So 2021 I started to see a shift so early.

Tyson Mutrux 00:29:52 Early you're way early on that.

Justin Berry 00:29:53 Yeah. We started to see that change happening where live video was was very important. I saw, like, you know, what you what you always gotta pay attention to is the platforms when they add new features, right? It means a lot to the platform. Right? So when Instagram adds live to it and then YouTube follows up, it adds a lot to it. And then you got TikTok and all these other platforms that are adding live features. Then you hear about Twitch starting to take off a year about, you know, all these different platforms that are that means something.

Tyson Mutrux 00:30:28 So let's say okay, so with that, are there like let's say let's use Instagram as an example.

Tyson Mutrux 00:30:34 Like do they reach out to the creators in advance and say, hey, we've got this feature coming, or do they get your feedback on it first? How does that work?

Justin Berry 00:30:40 There's always a beta phase, okay.

Tyson Mutrux 00:30:42 And you will. And they come to the big influencers first, right? Yeah.

Justin Berry 00:30:45 They give them access to some of the features early on. Right. So like for instance probably a recent one let me not say recent. The one within the last year was YouTube added a B testing for thumbnails. thumbnail, right? Where I could create two different thumbnails and they'll be tested for me, and they'll pick which one they believe is working the best. That was something that not every creator had early on.

Tyson Mutrux 00:31:08 That's a hell of a feature.

Justin Berry 00:31:10 And I can remember being like, come on, man. Like, why not giving it to us, right? and when we got it, I was like, yeah. And then I realized that we got it and everybody still didn't have it yet.

Justin Berry 00:31:18 I was like, okay, so they're rolling it out to certain things, and then there's a huge.

Tyson Mutrux 00:31:21 Advantage for everybody. Yeah. That's massive. Oh, so.

Justin Berry 00:31:24 That's that's kind of how it operates. Like the platform before they roll it out completely and spend money on updating their server, they want to make sure that it's going to be something that we even want. Sure. But in that they know then like, oh, we got something right. So when they add those new features, like remember when Instagram went from just photo to video? Yeah, they did that because they had to compete with the TikToks of the world. And so it was like, all right, we got to allow them to have more access to YouTube.

Tyson Mutrux 00:31:48 Added shorts all over it. Yeah. Absolutely. Trying to keep all the.

Justin Berry 00:31:51 Creators that only can take video or that, you know, that person that would manipulate that photo a little bit. Oh, yeah, it got a little harder. It got a little harder.

Justin Berry 00:31:59 I never do that. Right.

Tyson Mutrux 00:32:00 Yeah. The film. Yeah. The filters. Oh, that's the other video. You can't.

Justin Berry 00:32:03 Do that. Can't do it as much. Yeah, but what did they do next? They added filters to the video. And so it just keeps snowballing into new things. And so that's how you can kind of stay up to date on what's, what's going on. Right. Like. And that's how I do it. Like I've been trying to get Ryan to do live streams forever for him. It's gotta make sense. Business wise. On whether or not he wants to commit.

Tyson Mutrux 00:32:25 To it because it's a massive time commitment.

Justin Berry 00:32:26 It's a huge time.

Tyson Mutrux 00:32:27 And that's what I'm worried about with lawyers is like, it's obviously an effective tool, but just you've got the. You've got court, right. You've got you're signing up new clients, all that. So it's gotta be it's gotta make sense for the business. Yeah.

Justin Berry 00:32:40 And I was just you know, it's funny because I was tapped into, down in Georgia, the YSL Rico case that was going on.

Justin Berry 00:32:48 Right? Yes. And I, I wasn't watching for that because I don't really care about that. But I wanted to see how the lawyers. They're becoming celebrities. Yeah. And I always think in these moments that can make or break a career for a lawyer, right? Like, these guys are going to be like, you gotta think about, like, Johnnie Cochran, you know, like that. Those these moments make or break, right? And so I was watching. I was like, everybody on the defense did a live stream after they got out of the court every day. Oh, I.

Tyson Mutrux 00:33:16 Didn't know that.

Justin Berry 00:33:17 Now, it was the longest court case in Georgia history.

Tyson Mutrux 00:33:20 Yes.

Justin Berry 00:33:21 They're still going. Right. Like. But after every day in court, they did alive on Instagram. I didn't.

Tyson Mutrux 00:33:28 Know that.

Justin Berry 00:33:29 Right. Because of the growth of celebrity. Sure. You start to know Brian Steele's face now.

Tyson Mutrux 00:33:35 Well, that's a risky thing, too, because, like, we have certain things we can and can't say.

Justin Berry 00:33:39 But who knows better than you?

Tyson Mutrux 00:33:40 That's true. Yeah.

Justin Berry 00:33:42 So it's it's really interesting to see like and it's going to play a huge part. Like there's going to be some, some changes that they're going to have to make to be able to really kind of separate themselves from just the average. Yeah.

Tyson Mutrux 00:33:53 Yeah. Well, how do you deal with. So, you know, we talk about new features, but what about, like, new platforms? So you said that, like, once started, Twitch started becoming popular. I'm guessing you all weren't doing anything on Twitch. like, how do you avoid from, like, following the bouncing ball? You know, like, we're like, oh, it's a shiny object. I'm gonna go do that thing. Because there was that. I can remember the name of the platform where it was just. It was just audio only. You remember? It was like.

Justin Berry 00:34:18 Clubhouse.

Tyson Mutrux 00:34:19 Clubhouse. And I. The moment I saw that look stupid, I was like, that's not gonna.

Tyson Mutrux 00:34:23 That's not going to go anywhere. It seems like it's I it may still be around, I don't know, it's not very popular anymore. But like, how do you avoid something like that where you invest in a new platform and it not go anywhere?

Justin Berry 00:34:36 I don't so I'm a believer of do it all.

Tyson Mutrux 00:34:40 Okay. And that's that was part of my question is like do you just do it all?

Justin Berry 00:34:43 I believe do it all because you gotta think there were some individuals like a lot of especially my age and up, I thought TikTok was stupid. Yeah, it was like, don't get on this platform. It's freaky.

Tyson Mutrux 00:34:53 I was, I was I wouldn't say I thought it was stupid. I was one of those people that was like, I don't get it.

Justin Berry 00:34:57 It won't benefit.

Tyson Mutrux 00:34:58 Me at all. Yeah, it's right because it's so addictive to, like, I actually don't get on it because like, it's.

Justin Berry 00:35:03 I if you're a consumer, it's dangerous.

Tyson Mutrux 00:35:05 Yeah, it's it's dangerous.

Justin Berry 00:35:06 But even as a producer of content, I was like, I don't know if this is worth it.

Justin Berry 00:35:10 Like, these kids aren't buying real estate for the niche that I'm a part of. Right. Like they're not. You know what I mean? So it's like, why should we do that now? Ryan has over a million followers on TikTok. Yeah. What that did for us, though, is just validity in certain rooms. Right. And it does get highs. Right. And so it does. Stuff does happen. But if we wouldn't have never taken the chance on that. Yeah. That's the million followers that we don't have.

Tyson Mutrux 00:35:34 Okay. So here's here's a question I have with that. because there's a I'd say a debate either internally with people in general or they're, they're, you know, vocalizing it. But there's the idea that I can get a million views or a million followers, but does that lead to clients? Right. So how do you connect the dots between and or making money for your business? Right. So how do you connect the dots between. I'm getting the views.

Tyson Mutrux 00:36:00 I'm getting the followers. I'm getting business from you know.

Justin Berry 00:36:03 Well, here's what I was going to say next, even to the last question you asked about should I jump to jump and be on all the platforms? Yeah. The reason why I say do all of them, because there are efficient ways where you do it doesn't take you any more work to be on all of them. Right. Right. So our TikTok content was never made for TikTok.

Tyson Mutrux 00:36:20 It was just made.

Justin Berry 00:36:21 It was. It was made for YouTube.

Tyson Mutrux 00:36:22 It was okay. It's for you too.

Justin Berry 00:36:24 Right. Because I know that YouTube are our clients.

Tyson Mutrux 00:36:27 Okay. Now, I want to make sure. Because, you know, attorneys, I like to get into the detail. So I'm sure the listeners are like, okay, well, did you turn the camera sideways? Was it was it a portrait mode? So when you were you talking about for short or was it more for YouTube? The just the like. So you have the horizontal view and then you convert those into portrait.

Justin Berry 00:36:45 So let's run through the process right? Yeah. We film. Let's say he's filming a direct camera video. Right. And for those that don't know, the direct camera is me looking directly into the lens and saying what I want to say. Right. Gotcha.

Tyson Mutrux 00:36:55 I barely do that. I hardly ever do that.

Justin Berry 00:36:57 Yeah. Most people get uncomfortable because it is awkward. I'm looking into this problem.

Tyson Mutrux 00:37:02 I'm usually just looking at the guests.

Justin Berry 00:37:03 Yeah. Right. But that's what those type of videos are. We were filming those type of videos wide enough to go on YouTube. Correct. Right. That's that's 16 by nine landscape, right? But when we cut those, we film it wide enough to be able to cut it so that it's framed vertical. Right. So where I can go get, you know, 10,000 views on YouTube or on a video or more. Right. I can also put that on Instagram reel and get another 100,000, which also goes to TikTok and gives me another, you know, 300,000, which then I can take transcribe, take parts of the transcription, put it in an AI tag, GPT, and ask it to write this post so that it is optimized for LinkedIn.

Justin Berry 00:37:46 And now I have a LinkedIn post that's going to go out and do it right. I can take that same transcription and do a vlog. Yeah, actual blog where it's written out and it discusses it with just a picture of that image of a still shot of the video that we had. Incredible, right. So now I'm touching every single platform.

Tyson Mutrux 00:38:04 Do you have this automated? Do you have an automated process where you kind of like use like Zapier or something like that, where you just like plug it in and like with the ChatGPT stuff, right. So you like, do you have it set up or it's like that, that efficient.

Justin Berry 00:38:15 So we just have a staff of four people. Yeah. Everybody's responsible for something. Okay. All right. And I developed a system that flows so that it's never out of order. And it works together. Oh, cool. Right. And so if my editor of my YouTube video is complete, he knows who to assign next for it to be able to start the process for the next, whether it's a short or, you know, fill in the blank.

Justin Berry 00:38:36 But that's how we kind of develop that system. So it's no more work to Ryan to be on every single platform. Which is why I was, like, doing them.

Tyson Mutrux 00:38:44 All right. So that's a that's nice. Like. So what are you. I don't know if you mentioned this book. Like, what are you using. Is there like a specific platform that you can plug this stuff into? That it pushes it out and it's.

Justin Berry 00:38:56 A project manager? No we don't. So that's posting. You're referring to like actually. Yeah. So I don't believe I believe in posting organic on every day. Okay. Here's why. the platforms are created and they are valued by how much time you actually spend on it. So if I use a third party to actually just post out, that's no time spent on the app. And you better believe there's some type of AI system that alerts.

Tyson Mutrux 00:39:21 Oh that's wild.

Justin Berry 00:39:22 So if you're, if you're a creator right now and you're curious of why like you've been using like Monday or one of the apps that can push stuff out and you're trying to you're kind of curious on why, like my videos have like tanked since I started doing that.

Justin Berry 00:39:33 It's because you're using that third party and you're not spending actual time on the app.

Tyson Mutrux 00:39:39 So would it make sense? Let's say you're a lawyer. Just kind of started out. Would it make sense, like to pay some kid to kind of hang out on your friggin social media profiles?

Justin Berry 00:39:47 Absolutely. There's a college student right now that's in school to become exactly what you're doing right now. Yeah. That would love to get insight on what people are asking. People are saying and all those things, all those videos. Not only that, they get to intake your information by watching the video. So a lot of our early hires were creators that were also interested in real estate.

Tyson Mutrux 00:40:07 Oh, this is a great idea because I could hire law students that have been interested in being injury lawyers and just say like, hey, here's what I want you to do. So while you're in law school, you're consuming my content. You're doing it. Yeah. You make extra money on the side.

Justin Berry 00:40:21 Yeah. I have three clients right now.

Justin Berry 00:40:24 three clients right now that I'm training a guy that's in a position to be just like what I am, farai. And everybody that they have hired have been from the local university or the local church, churches where you can find service people that are knowing. Knowing how to serve and want to serve people, but they also get professional grade stuff right away. It's the only place that you get that right so you don't have to worry about like this. This camera guy already comes with skill. Yeah, because he's doing it every single week with professional grade level of camerawork. It's a great place to hire somebody to video work. It's such a good right? Yeah. But then for the individual, that's the content manager. That's the person that's posting. They may be responding to comments. We'll get to that too, because a lot of people forget that social media is social first and then media, so they don't respond to anything, but that individual then understands like, oh, I'm actually wanting to know more about the niche, whatever the niche is.

Justin Berry 00:41:17 And so this is giving me free information. I'm getting free courses. I'll leave our lead videographer with Ryan is just turned 18. We've had him since he was 50.

Tyson Mutrux 00:41:27 You're kidding me. What?

Justin Berry 00:41:28 We took him out of school. What? He knew he wanted to be in the media space is. I had a conversation with his dad. You know, rest in peace. A day ended up passing away. But I had a conversation with his father and I was like, hey, he kind of knows what he wants to do. He's already. He quit his basketball team to film the basketball now.

Tyson Mutrux 00:41:47 And that is a such a powerful if you can figure out what you want to be as early as possible. I mean, that's amazing. It's so great.

Justin Berry 00:41:52 And I tell him all the time, if you're 21 and still doing this, I failed you. Wow. It's a mistake on my end because you're seeing all of the wealth business and you got people. I mean, he's filming with the owners of the world.

Justin Berry 00:42:04 Yeah, right. So it's like, you know, you you're getting a lot of opportunity to learn a lot. Just make sure you're intaking that information while you're actually doing the job. But at at at 15, at 16, it's a great opportunity for a kid who also understands the platforms who's also on it anyway. Yeah, right. Live on it. Yeah. And so they're they're perfect hires for those situations, especially if they're a little bit, you know, there's gotta come. It's gotta come with some maturity.

Tyson Mutrux 00:42:28 Yeah. That's also a good point because like, like most kids aren't gonna be able to do that, which.

Justin Berry 00:42:32 Is why the church is a great place. Yeah.

Tyson Mutrux 00:42:33 Yeah. You're right. Yeah. That's a, that's really another good another. The thing about the equipment though is I never thought about the equipment, the experience with the equipment because most churches I don't know if a lot of churches are equipped with all that of that professional equipment, especially with, they stream a lot of their sermons now and all that.

Tyson Mutrux 00:42:52 So it's it is it's it's pretty advanced stuff. That is. That's pretty cool, actually.

Justin Berry 00:42:57 I really got the opportunity to hone my skills with a city like Las Vegas, Pastor James Chavez's church, where I came in with some camera skills. Right. Like I had I was filming weddings and all that other kind of stuff. But to really get into, like the real details of the high level stuff and live streams and all the things I was able to take, what I learned there over to Ryan and implement those things. So it really it is extremely useful and it's a great place to hire. that's that's awesome.

Tyson Mutrux 00:43:22 So I want to go to the social part you mentioned. and it's more be more broad and you kind of go wherever you want with it. But you mentioned the social. I wonder, like, what is the recipe because you've got like engagements important. And I, to be honest with you, I find that to be the hardest part because I think we're busy or busy lawyers.

Tyson Mutrux 00:43:39 Right. And so you, you can get the post up, but then the comments and all, it's like it can get exhausting and you can get distracted. Like, I think the part that I hate the most is going on. And I will intentionally go on to try to comment just for that, for the engagement. And then I'm distracted by 20 other pages. You know what I mean? But, but but to back up though, like, what is like that recipe that we're looking at and then you kind of go wherever you want.

Justin Berry 00:44:03 Yeah. So the what's important is to find the most efficient way. And again, it should be the least amount of work for you. Right. Whatever the easiest way is. So for instance, if you feel like every time you get on you start to get consumed with it, then maybe set up some automation. Okay. Right. So for instance, every time somebody comments a certain thing on Ryan's page, you'll get a response. It's not him.

Justin Berry 00:44:27 But it's what he would say. Okay. Right. Many chat is I. That's perfect for that mini chat. It's called mini in NY chat. It's a perfect. I you can. I mean, it's got automations all up and through it. It's somebody comments podcast on Ryan's post. They'll get a DM of the most recent podcast.

Tyson Mutrux 00:44:47 Oh, so it's not just like some generic one. It's like the most.

Justin Berry 00:44:49 Recent, most recent. Hey, check this video out. you're gonna love it, right? So if you notice, we'll set it up where his story says DM me podcast or comment podcast if you want to see the full.

Tyson Mutrux 00:45:00 That's even better.

Justin Berry 00:45:00 That's super leading you. And we want you to go. So he doesn't have to try to send the video out to everybody, right? For me, you know, content would be a word, a keyword for me, right? You say something with content in it. I mean, there's a couple automations that could fire off, right? It could be.

Justin Berry 00:45:16 Hey, if you're interested in learning more, I can help you with that. Sure. Hey. Hey. What are some questions that you have about it? Right. It's to spark the engagement, right? And that's what keeps it going. Now, that type of third party Is designed in partnership with the platform. So you don't have to worry about it hurting your engagement, whereas other things may hurt, right? Go high level is another really extremely good like service that can implement those automations. And those automations are all throughout the business. Yeah. Because you can't you can't. You don't have it's not enough time in the day for you to do the job and do that part of the business. so yeah, you definitely want to do that. And what I was referring to when I said people forget the social part is you got people commenting on your stuff that you're not responding to.

Tyson Mutrux 00:46:00 All the time.

Justin Berry 00:46:00 All the time. Yeah, right. I'm guilty of it, too. Yeah, right.

Justin Berry 00:46:04 And what happens is, is you're not actually creating a community when that takes place. Whereas when you can comment when somebody says something to you, especially if they like something, even if they don't like it, they just want to hear from you. Yeah, right. Even the hate is really just love.

Tyson Mutrux 00:46:19 Yeah. Somebody told me they said, that every time, even if someone comments on somebody that's negative, they'll say, yeah, I agree, but they won't say, but they'll say, yes, I agree and and they'll say like so it's like, even if they disagree. I found it an interesting way of approaching it. Yeah. Yeah.

Justin Berry 00:46:36 And so these are, these are ways that people forget that if you're in a social setting in person. Right. And someone came up to you or somebody said, hey, I like those shoes, man. And you just look at them.

Tyson Mutrux 00:46:46 Oh, yeah. And then you're like, okay, I'm not gonna comment. I'm not gonna compliment you.

Justin Berry 00:46:51 Oh, it was weird. Yeah. What's up? Yeah, exactly. You know what I mean? Like, that's how that's going to work. Well, that's what's happening to people on their platforms. Somebody coming? Hey, I like what you said right there. And you're not responding. And they go, well, on to the next person. Yeah. Right. Yeah. I won't comment on his stuff anymore. It's like somebody saying happy birthday and you don't respond, right? No.

Tyson Mutrux 00:47:10 Absolutely.

Justin Berry 00:47:10 What's happening? And so there's just people have to remember the social part, especially in today's space, because it's over for the guy that can just, you know, speak well and look good and that's that's done. We're seeing a brand new ship just this year. We're seeing a brand new shift of the guru is gone.

Tyson Mutrux 00:47:28 So we'll talk more about that. And why is that?

Justin Berry 00:47:32 So from 2021 to 2023, it was it was possible for anybody that had some type of emotion of business to go on a platform and sell education.

Tyson Mutrux 00:47:43 And we're seeing that. So it's like in every industry, like it's bad with lawyers. Everyone's a freaking coach. It's it's crazy.

Justin Berry 00:47:48 Yeah. Well a lot of them are struggling. One selling high ticket in the economy that we're experiencing is difficult. Yeah. Two, you all don't even have the right track record to even be able to teach me. Right. So like I'll, I'll tell you all the time like if you're coming to me to learn how to go viral, I'm gonna send you somewhere else. I'm gonna see you to somebody. That's not what I'm teaching you, right. I'm going to help you figure out how to generate a greater community that's going to generate you revenue in the business. I'm not here to help you get views. I go, I can get 2000 views and convert 10%. And we're doing great. Right. That's how I see it. I go, so if you want to go get famous. Be celebrity or be influencer, then probably seek somebody that's going to go.

Tyson Mutrux 00:48:30 Things that don't work anymore.

Justin Berry 00:48:32 Yeah. It's going to take you a little minute. You got to figure it out.

Tyson Mutrux 00:48:34 It's more of an ego play.

Justin Berry 00:48:35 Whereas I'm gonna look at the individual's track record. What have you done in your business? Because that's what's most important. That's what I want to tell everybody. Yeah, right. How many, how many, how many wins have you had? You know how many? How many cases have you got? That's what I want to know. So that then when we make the content, it's based on the truth. And that way the creed is there, the relevance is there. Like, people understand who you are as individuals. Now, the entertainment pieces we add is just going to be entertainment. But you're going to know in the back of your mind he's a real deal.

Tyson Mutrux 00:49:01 Yeah. How much do you balance the entertainment part? Like like if you have like a lawyer as a client. Like how much do you balance like the serious with the funny stuff?

Justin Berry 00:49:09 I see a lot of funny lawyers.

Justin Berry 00:49:11 Yeah. I would never hire.

Tyson Mutrux 00:49:12 That's okay. So I'm glad you said that because I. I'll be honest. I mean, and I was kind of like, okay, well, maybe it's just one of those things like, I see because, you know, you'll see a see a successful person and a lot of times people are like, and I'm not. My, my brain's not this way. But like, a lot of people are like, well, they're successful. I don't like them. Right. But I've seen a lot of these successful lawyers that are on TikTok. Well, they're successful on TikTok. I don't, I don't I have no idea if they're a successful lawyer. I'm thinking like, I would never hire you. Like, that's like my initial reaction. Yeah, yeah, yeah. So like, you're a non-lawyer and you have that. And that's like thinking like, well, I don't know it just to me that's where it doesn't compute. Where. Yeah, you're entertaining on TikTok, but I would never hire a lawyer.

Tyson Mutrux 00:49:50 So there's a disconnect there.

Justin Berry 00:49:51 Yeah. You have to you have to look at what the niche is. Right. Whatever I need a lawyer for. It's too serious to be in here playing. Yeah I don't want somebody that's playing right. All right. But there is an entertainment factor to the content. Right. So for instance you can let's say the best way possible legally can tell a story of a case you've had in the past.

Tyson Mutrux 00:50:14 We can do that all the time. We can I can tell you about all my cases, as long as I don't mention the client or enough details that you could identify. Right?

Justin Berry 00:50:20 Yeah. So you can do that. And there are going to be some entertainment pieces to that. And those are the pieces that I'm going to cut. But I'm also going to a few clips later. It's also going to be the result of how you want. Right. Right. I'm going to make sure that that stands out right. So it's like that's how I see that's how I balance.

Justin Berry 00:50:37 Right. So for instance, I'm talking about Ryan because he's my most well known client. But Ryan's golf clips a lot of times don't have a ton to do. It's not a lot of value every time. Yeah. Now, there are certain clips where they're having a conversation that is high value, right? Because it's a golf course and that's where it happens. Sure. I'm giving you both. You might see the swing at the beginning and then you might see the conversation. Right. So I'm making sure that even with his personality, you're also getting a lot of value. Yeah. And that's even for a lawyer. That's why that's important. Right? There's some conversations that you may be having with your team that will be extremely valuable to somebody that's trying to learn.

Tyson Mutrux 00:51:15 So who's recorded those conversations?

Justin Berry 00:51:18 The 15 or 18 year old.

Tyson Mutrux 00:51:20 Okay. Yeah. So yeah.

Justin Berry 00:51:21 Or myself, if we're a lot of times if we're at a golf course, we're out of town. It's me because I travel with them everywhere.

Justin Berry 00:51:28 if it's local to Vegas, then I send the kid out.

Tyson Mutrux 00:51:30 Yeah. So would it make sense then to to have as lawyers, like, you know, and maybe not all the time, but, like, have someone, like, we're going somewhere, following us around, like recording us all the time.

Justin Berry 00:51:39 Yeah. If you know that you're going somewhere where there's going to be value to be given or you think like, hey, I know I'm going to have a lot of conversations here. Yeah, it's great to have somebody there.

Tyson Mutrux 00:51:48 And are you using like professional equipment when you're doing it or is it like a cell phone?

Justin Berry 00:51:52 I switch up. Okay. I do both.

Tyson Mutrux 00:51:54 The iPhones are amazing.

Justin Berry 00:51:55 I do both depending on where I want to put the peace. Yeah. So if I know that I need some content, you know, for that, that feels more organic and kind of raw and what people like in that way. Then I'll pull out the phone. and then I also have a setup that has an attachment so that a phone can sit on top of my camera.

Justin Berry 00:52:11 I like it. Yeah. And in that way, I'm catching the clean, professional level kind of gray footage and then also the press record on a gimbal.

Tyson Mutrux 00:52:17 Is it like a it's not even a gimbal.

Justin Berry 00:52:19 I, I handful everything I don't even use it again because I don't want to carry all that equipment. Yeah. So it's just an attachment that goes on like the hot shoe of the the camera. And it allows for me to have both gone. Yeah. It's pretty.

Tyson Mutrux 00:52:31 Okay, here's, here's a question I've always had about the audio too. Like so you're with the iPhone does a pretty decent job of capturing audio. But like if you're using like a camera, a professional camera, the audio is different. You usually have a mic or something. So let's say you're out on the golf course, right? How are you capturing the. Make sure you have good video and audio quality.

Justin Berry 00:52:46 So usually Ryan wears a lot of mine.

Tyson Mutrux 00:52:48 So he's wearing he's wearing okay. He's wearing a.

Justin Berry 00:52:50 Lot of Mike. And then I have a I also have a mic. So if he's talking to someone I need to catch both. I'll click that live off and just have. Yeah. But if he's if it's just him and I want to capture something he's saying to people, then I'll make sure that that light catches.

Tyson Mutrux 00:53:06 So they're like, there's production to this. Oh yeah.

Justin Berry 00:53:08 Yeah. There's always going to be some level of production. Right. Which is why it's great to have someone else there. Like, if he had to do it himself, it'd be a disaster. Right. But because there's someone there that's. I'm not playing the game. Right? Right. And I'm actually paying attention to what's going on. I know exactly what I'm hearing and go, okay, that'd be good. Right. And some of that takes some training as well. Like that's what I'm teaching when I'm coaching people is like, hey, you know, if he goes into this, make sure that you press and record.

Justin Berry 00:53:34 Sure. Don't just stand there and watch. Right. I have to show our guys that because we get all kinds of people in there, there's people that they see online all the time, right? And I'm like, don't get hung up on who it is. We need to get that filmed, right? Right. Yeah. Make sure you're recording it.

Tyson Mutrux 00:53:46 So walk me if you don't mind doing this. But like so we have a lot of injury lawyers that are watching. We have a lot of different types of estate planning, you know, criminal defense law. I'm an injury lawyer, so it's easier for me to kind of go through this. Right. So let's say you're you're advising me, here's how you should do this. Like, would you like walk me through like how we would like, like how would you start? Like, how would we what would what would the what sort of things are we looking to capture for people like you. So the end goal for us would be get the most clients out of it, right? Right.

Justin Berry 00:54:16 So you make you make just there's a certain type of avatar that you make the most money with. Sure. Tell me about that person.

Tyson Mutrux 00:54:23 So we call her Mary Green. Okay. And so she is a professional. We she she's a surgeon is what we what she is actually and say. And she lives in Chesterfield, Missouri, which is a part of Saint Louis, which is not too ritzy, but it's it's a nice area of Saint Louis of the greater Saint Louis area. she's got a really good insurance policy. Drives a nice car. that's that's generally and we have many other types of clients, but that's the one that nets us the most money. Okay.

Justin Berry 00:54:50 Now, I want you to get into mine and her mindset. Okay. And I want you to tell me what type of content does she watch?

Tyson Mutrux 00:54:57 Oh.

Justin Berry 00:54:58 I know that's something that you never thought about.

Tyson Mutrux 00:55:00 I never thought about that. That's that's interesting. That, Yeah. Because I it's it's it's such an obvious question that it seems.

Tyson Mutrux 00:55:08 But it's so probably something similar. To what? from a professional standpoint, probably something similar to what I would watch. But I'm a I'm a man. And so she and she probably watches different videos, documentaries maybe she probably has limited time because she has a surgeon, because she's, she's probably watching, you know, videos in her spare time, probably on Netflix, maybe some, I'd say maybe some I'm thinking about, like what my wife kind of watches to, like, maybe some horror flicks.

Justin Berry 00:55:37 You don't even have to answer. Yeah. What you just did was perfect. Yeah, because we're going to create exactly what she watching.

Tyson Mutrux 00:55:42 Oh, this is brilliant. Okay. All right. What I mean yeah, yeah.

Justin Berry 00:55:46 No, that doesn't mean we're going to go do a documentary. Right? What that means is that we're going to show documentary style what you do. Okay. Right. So let's see. You got a call today. What's your what's your schedule look like.

Tyson Mutrux 00:55:59 So this today is all recording for.

Justin Berry 00:56:00 The I know I'm just this is how I.

Tyson Mutrux 00:56:02 Okay. So like this is.

Justin Berry 00:56:03 Just let's say how I work coach. Right. So on Monday is the day that you do your call. Yep. Right. I go. Who are we? Let's see who we're talking to this week, and I'll go. Hey, is there anybody on this call list on your schedule that we can fill? And if not, I'm still going to film you. We'll just take parts out that we can't use.

Tyson Mutrux 00:56:20 So, like, maybe at the desk and, like, you're recording me. Exactly. Okay, I got it.

Justin Berry 00:56:24 It's going to look like you don't even know I'm recording. Sure. But don't worry about me. I'm just going to be in the room. So you may see me take this angle. You may see me move around. Once I pieced that all together, it's going to feel like a documentary. Yeah. So what that does is. And you don't know it, but you're you're being fed what you watch normally anyway.

Justin Berry 00:56:44 So if she's watching documentary style stuff like you mentioned. Yeah. And you don't have any of it, she's not there. The algorithm itself is not going to feed her your video, right. For instance, if you don't like golf, you will never get the golf video that I'm talking about. Sure. Yeah. All right. So that's kind of how you have to think. What is my customer? My supporter. I like to call them. I hate calling college customers. But what does my supporter watch on a daily? What do they intake and how can I create around that with the intention that the algorithm sends them my stuff, right? Because if you if it starts to send it to her and she's already worked with you, it's going to send it to other people like her that will most likely work with you. Yeah.

Tyson Mutrux 00:57:24 How do you when things like market segmentation. So like we get a lot of referrals from attorneys, right. So and the like the attorney side of things where we get cases, we almost kind of treat them like clients to where like we get market to those people.

Tyson Mutrux 00:57:37 So but the content that Mary Greene might get is going to be completely different from that other side. So how do you I mean, is there a way of actually even doing that with the algorithms that would be even effective? Or is that is that sort of like a lost cause where if you split some of the content towards the attorneys and a little bit towards Mary Green, you're gonna you're gonna you're gonna split it up so much that it's not gonna be effective.

Justin Berry 00:57:59 No. So and again, like the, the way this, the way the algorithm works is you don't even see things like in order anyway. Yeah, which is why you can't do both. Yeah. You understand. You go on Instagram right now through your feed. You're going to see stuff from an hour ago, two weeks ago, nine hours ago. Like it's going to be all over the place. Which. Why? Quantity. For. For me, I always teach quantity. Right. Like, it's the most important piece for me because I'm getting more at bats.

Justin Berry 00:58:28 Yeah. Right. So yeah, it may split up some stuff for a little bit, but then it might start to work.

Tyson Mutrux 00:58:33 Could you, could you do something like. Okay, Monday and Monday. Wednesday, Friday. Or I'm a I'm a target Mary Green. Yeah. And the other day is I'm going to target the attorneys.

Justin Berry 00:58:41 You're good. You could create a capsule yourself. Yeah. If that helps you actually achieve creating the contact thing. Yes, absolutely. But if, like, what will happen essentially is you'll get so used to that order that it will become automatically anyway. And you're like, oh, I need some of these types of videos. Yeah, sure. Right. Because I believe I also believe in batching, right? So I'm like, hey, for I'm gonna come see you for a month. We're going to do this organic filming. Right? And then we're going to put it all together.

Tyson Mutrux 00:59:08 And so you're not doing this every day. No. So I was kind of envisioning that.

Tyson Mutrux 00:59:12 Oh.

Justin Berry 00:59:13 Right. You see how much Ryan we put out six shorts, almost 4 to 6 shorts a day. That's incredible. We do three full podcasts a week for him. Brand new ones. And then we do. We usually do a fourth one that's just like, you know, a repurposed, right? He films six hours a week.

Tyson Mutrux 00:59:29 Wow. That's not bad at all. Six hours a week is not bad at all.

Justin Berry 00:59:33 That's intentional filming and it's podcasting. And what's great about podcasting is for him. He's either the consultant or he's being consulted in the within the podcast. So it's what he would be doing anyway, right? So for us, it's like, this isn't any more work to him, which when you see him in the car on on the golf course, that stuff that he was doing anyway. So we're not we're not disrupting life in any kind of way except for those six hours. And that's just intentional.

Tyson Mutrux 01:00:00 Do you think we'll start to see like companies in general? I mean, whether there's law firms or whatever.

Tyson Mutrux 01:00:04 Like start to have like departments, like social media departments where like they are almost like the accounting department or like the billing department. I mean, like the marketing, we start to see.

Justin Berry 01:00:12 That it's marketing. Yeah. Right. This is social media marketing, right? And it's new. But everybody it's it's not going to be a question of whether or not you have to have it like this is you're going to you're going to fall way behind if you don't in your business. And that's just that's just the truth of the matter. It's not because I'm in the industry because this is all new. Yeah. Right. I mean.

Tyson Mutrux 01:00:32 It's like evolving. You've you've had to evolve with it.

Justin Berry 01:00:35 When I started, there was no one that I could get advice from. Really? Yeah. There was like 2 or 3, you know, like 2 or 3 people that can tell me how to do this role. And it was like, alright, just you just gotta learn it. Yeah. You gotta go.

Justin Berry 01:00:47 You gotta go figure it out.

Tyson Mutrux 01:00:48 Was it trial and error? For the most part? Yeah. Wow.

Justin Berry 01:00:51 It's still trial and error. We really don't know. Yeah. Because the platform can shift its algorithm however it wants to At any given day it changes weekly, so we don't actually know exactly. That's why. I'm never going to lie to people like, hey, you do this, it will get you. Anybody that says that it's just not real. The only cheat code consistency.

Tyson Mutrux 01:01:09 How many companies have you seen come and go that like they think they've got it figured out and then they don't and they stop testing, so they just go away. Go away?

Justin Berry 01:01:17 Yeah. People usually don't last a year on social.

Tyson Mutrux 01:01:21 That's really.

Justin Berry 01:01:22 Shit. They don't even get through the year.

Tyson Mutrux 01:01:24 That's incredible.

Justin Berry 01:01:25 Because one day when you spend money on it, you expecting a return. And that return don't usually come for months. Yeah, right. Or it doesn't come in in a way that you can quantify it.

Tyson Mutrux 01:01:38 That is that is a like that is a big issue where because I, I know that Facebook is very good for us. Okay. We post regularly on Facebook, but it's really hard to tie that client call to it being Facebook. We but generally we're like, okay, we know the more we do on Facebook, the more clients we get. We know that the less we do, the less clients we get, because it's a very effective medium for us. But it is so hard to tie those together. So how? I mean, how do you track those kind of KPIs?

Justin Berry 01:02:08 Do you trust it? Yeah.

Tyson Mutrux 01:02:11 That's a really hard thing for lawyers to do.

Justin Berry 01:02:12 But I know, I know because I know. Yeah. And real estate your magic. Right. Like these are the number of guys that they're like, hold on, here's what I'll say last the last 90 days. And I'm gonna go back to Ryan because that's who people can see with. No. The largest client I have.

Justin Berry 01:02:26 But we got 250 000 watch hours on YouTube, 250,000 to 150,000 watch hours in the last 90 days. It's it's almost 30 years of watch time.

Tyson Mutrux 01:02:41 Yeah, I think it's a number that it's hard for people to get their brain around. You said that because it's you can't you can't understand that.

Justin Berry 01:02:46 You can't understand it. Most people would be happy with 250,000 views in 90 days. We had that in watch time, out. Right. We had that in Watchtower. What that means in, you know, for any listener or viewer that doesn't understand what that means, is people are actually spending time, hours of time with us on the platform.

Tyson Mutrux 01:03:07 Lifetimes of time.

Justin Berry 01:03:08 So what what I make the point I make with that is, well, I can't quantify how many of those viewers converted into a, you know, supporter. Sure. I can tell you that it will take you forever to get that amount of watch time making a 32nd clip. Right. Or Billboard or any other form of media.

Justin Berry 01:03:29 It'll take you forever. Take you a ton of them to get to that point. What gets people to support is the time spent. You and I right now are developing a relationship because of the time we're spending and how we're communicating. I'm not going to walk out of here like, hey, I got an injury. I need a lawyer, not think of you.

Tyson Mutrux 01:03:48 Absolutely, absolutely.

Justin Berry 01:03:49 You know what I mean? Sure. Yeah. Because of the time spent, right? So that's how it goes. Like, the more I can get people to spend. And I can tell you now, like, we don't have to get a ton of views on a video, right? We got some that do really well. We got some that don't. It just is what it is. We also don't care, you know, like we don't care about how much money we get on the assets. It doesn't matter, right? Like if it's $250 or if it's ten grand, like it doesn't matter.

Justin Berry 01:04:12 Like it's okay. My, my focus is, are they spending time with me? And right now our average viewer stays at the very least. And this is this has been consistent for the last three years, at least 20 minutes on our videos.

Tyson Mutrux 01:04:24 That's for that is a long time.

Justin Berry 01:04:26 Yeah. Because you gotta think a lot of creators only make 20 minute videos. Yeah, we're making 2.5 hours and they're spending at least 20 with us. And so that's that's a key point because 20 if you went to a door, knock someone to tell them that you this is what you do and this is what you're selling, think about how long 20 minutes is standing there at that door time.

Tyson Mutrux 01:04:47 I mean, that's a long time. That's an eternity. Three minutes is an eternity. Like saying a door to somebody, you know?

Justin Berry 01:04:53 So while Ryan can't quantify what comes in from that, he knows that it's having an impact on the business.

Tyson Mutrux 01:05:00 Yeah. That's wild. there was something you had mentioned earlier.

Tyson Mutrux 01:05:03 It was, like, so fascinating. I want to get to it. I don't I don't remember what it was, but, because, like you, you have all these great ideas, like these thoughts. It's like, it's like I've got these explosions in my brain. This is fascinating. like, what would you advise? Well, let's say there's an attorney that's just starting out, like, they're like, I'm talking new in their career. Like they're. So they think I'm going to graduate law school, but they'll go work for someone for a little bit, and then I'm going to start my own law firm. Yeah. Like, how would you how would you say someone like that should start out.

Justin Berry 01:05:33 before you even go work for someone, make sure that it's someone that understands what the new age is going to need to succeed. Sure. And what I mean by that, make sure someone that has a face, someone that understands a little bit about social media. They're doing the things that you know are going to be needed in the future.

Justin Berry 01:05:52 don't just go get up under, you know, Joe Schmo, who has a, you know, I mean, he's 65 and stuck in the way. Like, that's not going to it's going to it's going to start you in a it'll start you off wrong essentially. And I hate to be that guy that said that but it's true. Like if he can't figure out and make adjustments with what's necessary now, then what makes you think you can learn from that? Yeah. And so what I, what I look for if I, if I was starting off in that way, what I would look for first is, hey, man, you know, there's a generation out here that. Are you actually in front of them, right? Are you in front of them? Because, you know, as I'm growing, they're going to be my clients, right? As I get the next ten years in this industry, those individuals that right now are doing their dance on TikTok are going to be my clients.

Justin Berry 01:06:40 So they should know who I am already going into it, right? then the next thing would be do. There are their values align with what you're trying to do. Right. Like I know you know, the lost space could be really gritty. Really? Yeah. Yeah. Right. And so it's like, to be.

Tyson Mutrux 01:06:57 Honest, it's a small it's a small percentage of the.

Justin Berry 01:06:59 I'm sure like every, like every industry. I don't believe that for, you know, I mean, like I said, I was, I was on my way to being a police officer and this was, you know, you know, my community. You know what I mean with that. Yeah. Right. And so it was like knowing that I see my dad, I was like, this, this is that's a few of them that, you know, we know them, right? So it's like, if you can know the few people, then you know that it's not the majority. So that's the case with everything.

Justin Berry 01:07:24 But I do believe, like you, you gotta make sure that you're aligned with the individual and then make sure that the individual actually wants to see you in. because that's another piece. Like people get people get mentors that are actually competitors.

Tyson Mutrux 01:07:37 That's it. Oh, that's such a good point.

Justin Berry 01:07:39 And it's like, it's that keep the competition close. Type of keep your enemy close type of thing. Right. where, you know, they'll get you in a position and make you think that you're not as good as you are, and now you're not actually growing. You're actually just trying to compete. Yeah. so that's that's also something else to be mindful of.

Tyson Mutrux 01:07:54 Yeah. So yeah, it's kind of like is the the first guy or first law firm I worked for out of law school was a guy. Every time I bring in a client and I'd send letters out, we would put them up. This is like whenever we send letters all the time, you know? now it's like all emails, but they would you put them on this little shelf, and then the receptionist, we'd sign them and the receptionist would go and, like, put them in an envelope and send them out.

Tyson Mutrux 01:08:17 Yeah. So I set my letters to my, to the clients on there, and he would go behind me, take all my letters that I wrote, throw them in the recycle bin, print new ones with his name on them, as opposed to took my name off them and then send them out. That's funny. And because I only found out about it. Yeah. My, my one of my my friends who's a client said, hey, I got this letter from this guy. Who is this guy? I'm like, what? And I went and I was like, oh, you gotta be kidding me. So you're right. Like, you're like, the wrong mentor can lead you down the wrong path.

Justin Berry 01:08:46 Yeah, absolutely. And you were smart enough to see that and go, this is wrong. Okay. Think about how many individuals go, oh, that's just the way it's done.

Tyson Mutrux 01:08:53 Yeah, it's it's okay. It's his firm, you know. No, no, that's that's nonsense.

Tyson Mutrux 01:08:57 That's that's it. We butted heads, to say the least.

Justin Berry 01:09:00 Yeah, I would imagine.

Tyson Mutrux 01:09:01 Yeah. So, okay, so you, you know, you had mentioned before about like, you know, if you saw, like your lawyer on there, like, you know, being goofy or whatever, you wouldn't, you know, you're not going to hire that person. So how do we balance that. Like how do we like how would you recommend like whenever I start putting on my like, like social media content or like, like what am I because I want to be that personality type. Not not the influencer. Right? I'm not looking to be a celebrity. So guess what am I doing in those videos? Like if I'm doing lives okay, what would you recommend I'm doing? Like on a.

Justin Berry 01:09:31 Live. Yeah. So on a live. And this is this way about you. You want to remember that your common knowledge is people's ignorance? Yep. So the stuff that you have up here already, that you know, the experiences that you've already had, that have taught you things, are people like, we have no idea.

Justin Berry 01:09:47 No. Yeah, right. I know you know Erika Colbert. I don't think so. She's a she's a lawyer, but she made I mean, massive presence now on social media just from reading the fine print on products. So that's it. She would make videos. Hey. Or like, you know, if the airplane loses your luggage. Da da da da da da. And she would just read the fine print. Millions and millions of followers. Millions of views. Right. She taught me that even a year from when I buy these shoes, if they mess up, I can take them back and either get the money for them or the actual product. Again, that's part of Nike's policy.

Tyson Mutrux 01:10:24 That's incredible.

Justin Berry 01:10:25 No way. I mean, people throw the shoe away when it falls apart.

Tyson Mutrux 01:10:28 I love these shoes, by the way. I don't know if people could see it on the zoom out. You can actually see it. But I gotta tell you something funny. But you go back to this, okay? My son, he had something that looked just like this.

Tyson Mutrux 01:10:38 Only they had yellow swooshes out of it. They call them the Ronald McDonald shoes. I love those. They were his first pair of Nikes. And so I saw this, and I was looking for the yellow, and I was like, oh, there's the yellow one. Yeah, exactly. So. But anyways. So yeah, let's go, let's go, let's go, let's go back to that though. So, I was with you talking, but yeah.

Justin Berry 01:11:00 So she, she made it, but there was an audience there. I don't want to read the fine print. Yeah. So what problems are you solving? Yeah. And what she did was she would make it kind of entertaining, because if it was something for, like, United Airlines, she would do the green screen where she's standing at the United Airlines counter. Yeah. So it wasn't silly. It was like, oh, dang. Like, it's it's it looks humorous.

Tyson Mutrux 01:11:24 Don't put yourself in there. That's exactly.

Justin Berry 01:11:26 Yeah, exactly.

Justin Berry 01:11:27 Like. And then she would like sometimes play and put like the hat on or whatever, whatever it is. Right. Like she would kind of get the character down. Right. But the point was such a good point, and it was such valuable information that people are like, oh, I can get with this because it wasn't silly. I see lawyers like doing the transition videos where they're like, the guy falls off the gurney and then they roll into the information and it's like, man, I got it. I need some help here. Like, I don't need you playing, right? Like, we had a.

Tyson Mutrux 01:11:52 Video guy wanted me to do something like that. I didn't do it.

Justin Berry 01:11:55 And video guys are going to say do it because it will get the views. Ryan did some of them. Sure, because it was like, no, it's not make sense for you. Yeah, it doesn't make sense for him. There's other people that it makes perfect sense for certain audiences. Right.

Justin Berry 01:12:08 So you just got to kind of know your audience. You got to know.

Tyson Mutrux 01:12:11 When you give me a great idea. I'm glad you said that, because I can do it with the same thing with insurance policies and settlement releases like explain, like taking the stuff that's pretty complex that even lawyers screw up. We talk about like there are like, I've seen lawyers screw up settlement releases all the time. And it's it's things that are so they seem so innocent. Small little things simplify. And you just you simplify that for. the audience. I. That's I think that's great. I hadn't thought about something like that.

Justin Berry 01:12:39 Because most people don't realize that the information that they have in their head already is, again, someone's ignorance. It's it's extremely valuable to the person that doesn't know. Right. And so I say the thing like even the content side, I mean, saying something like, yeah, I thought that was good. I was like, that's just something that I would think that you would understand.

Justin Berry 01:12:56 Yeah.

Tyson Mutrux 01:12:56 Well, like, where do you track your ideas? How do you. So like, I just talked about the insurance. You talked about the, the the what you call those videos. The.

Justin Berry 01:13:05 Oh, the the policy. Yeah. Yeah.

Tyson Mutrux 01:13:07 So what? Like what? Like you you have an idea for a video? Like, do you all track that in a database somewhere? Like, how do you keep track of all that?

Justin Berry 01:13:14 So for me, I do so many now that I don't really I focus in on a case by case. It's usually by a client. Okay. Right. So I have real estate clients. I have some music like clients that that are like, they're not artists, but they're in the industry. I have a guy that is like, he's. He's business and comedy. Believe it or not. Interesting. And so what his focus is so it's so niche. That it's so niche to the Latino community. So I can start to learn more about that community and how that relates and how.

Tyson Mutrux 01:13:45 Latino business and comedy. Oh, wow.

Justin Berry 01:13:48 Yeah. Which which made me realize, oh, wait, so there's niches within the niche too, right? And so but like, these are all things and what I, I first just break down who the avatar is. If you can break down the individual who you're trying to reach and what they're already wanting, then you just figure out how to, it makes more sense to create something similar for you. so in real estate right now, we know that most real estate investors are excited that we got our new president. Yeah, I was prepared for ideas for whoever.

Tyson Mutrux 01:14:21 Wants either one. Yeah.

Justin Berry 01:14:23 Right. Because I know how they would feel if once I won, I know how they feel up the other side.

Tyson Mutrux 01:14:27 How do you brainstorm them?

Justin Berry 01:14:29 I do a lot of like intake of that specific niche. So like I'm looking at what everybody else is saying because I know that that's also what the creators are watching. Yeah. And a lot of it is just regurgitation.

Tyson Mutrux 01:14:40 That's your algorithm. So messed up.

Justin Berry 01:14:41 Is.

Tyson Mutrux 01:14:42 You get a new client, you start looking for new things.

Justin Berry 01:14:44 It's completely screwed. Yeah. The only the only videos that I know are for me that are because of me are basketball highlights. And for some reason I get stuck on like, animal content.

Tyson Mutrux 01:14:54 Oh that's.

Justin Berry 01:14:55 Why. No, I don't ask me why.

Tyson Mutrux 01:14:56 I watch too long a couple videos. That's all it.

Justin Berry 01:14:58 Was, right? Like there was a guy wrestling an anaconda and it caught me and it was like, that was it. So every so often, y'all see one of these clips of a guy named Tarzan, like the real. And he's like, scroll through.

Tyson Mutrux 01:15:09 Okay, not that one. Yeah, yeah.

Justin Berry 01:15:11 I gotta make sure I like enough stuff that I want to see so that it starts to tweak and change in the algorithm, because that's also a thing. Like if you want to train your algorithm to send you certain things, then just like and comment on some of the things that you want to see.

Justin Berry 01:15:25 Yeah. And then it starts. You'll start to see more of it. right? It's just how it goes. It's sending you what they believe. You going to spend the most time on?

Tyson Mutrux 01:15:31 Yeah. So if I'm trying to get into Mary Greene's mind. Right. I'm trying to figure out where. Like, what is she watching? Like, what are some ways. I mean, am I am I going to ask people? I mean, like, how are you figuring out how are you getting into that to, to deep dive into that?

Justin Berry 01:15:45 Yeah. So you ask people is great. Yeah. Right. Like you said, she's probably watching what my wife is watching. Take your wife's phone and go see what she's watching.

Tyson Mutrux 01:15:52 Yeah. Yeah.

Justin Berry 01:15:54 Or you make a video and you show your wife first before it even goes out. What do you think about this? Oh, interesting. There's been plenty of time. My heart's been crushed for my wife saying, Justin, that ain't it.

Tyson Mutrux 01:16:03 Yeah, they've got a way of doing, like, let's say they give you the truth. Yeah. The thing they want, the thing you don't want to hear. But they give you the thing you need to hear. Yeah.

Justin Berry 01:16:11 Yeah. So that's always. That's always a great a great thing. going back to Ryan, his wife, Mindy, was his editor at first. Yeah. Before he bought, he built out the team. And so she knew, like, this is how he wants, you know, to be saved. So they know the type of content, right? So asking questions. Talking to you about. Especially the avatar. That's like it, right? Figuring out what that looks like. But then also you can usually go see what the person who the person follows. Right. So I do that when I get a new client I go look and see who they follow.

Tyson Mutrux 01:16:40 Okay.

Justin Berry 01:16:41 And then I go look and see who follows them. And usually I can tell, alright, if this person follows you and this lawyer over here.

Justin Berry 01:16:50 And then I go to that lawyer and they're looking at and I see comments from them, or I see likes from them and I'm like, oh wait, they kind of like that.

Tyson Mutrux 01:16:56 Okay. So what do you, when you, when you were able to identify that. What are you looking for.

Justin Berry 01:17:00 Specifically on like.

Tyson Mutrux 01:17:01 Yeah. So like your is you identify okay who's your this this is who you're following. this is what they're following all that like are you looking to see like what? Like where they're commenting, I guess. I guess, like, what common things are you looking for?

Justin Berry 01:17:13 So I check for the hook of the video. Oh, right. What's the first few seconds? What do they do or what do they say? Right. That that got that person to follow them. Yeah. Right. Because that's usually what it is. Right. You only get the one second. Yeah. Before people's thumbs start going. Right. So I look for that. I look to see what people are saying in the comments.

Justin Berry 01:17:32 Right. Because you can go, you can do the wrong thing and click on somebody with everybody disagreeing or everybody. And it's like, oh, I don't want to be that person. No, no, no, that's the controversial person. That's just saying stuff to get click.

Tyson Mutrux 01:17:41 Is there any value in that?

Justin Berry 01:17:43 Yes or no? it's.

Tyson Mutrux 01:17:45 A lawyer now.

Justin Berry 01:17:47 Yeah. All right. But it's true. It just depends on what your goal of the actual piece is. Right. So there's controversial creators where their whole goal is just to be famous. Right. That's the alpha that's out there, right? There's these guys that are doing that movement. They know that people aren't going to necessarily purge or purchase a bunch of stuff for them, or they know that just this specific person will. For instance, let's go to the alpha thing. Right. The guys that are alpha males now, that's that's leading our generation crazy right now. They know that their avatar are young men. Right. True.

Justin Berry 01:18:21 Because even the young man that's confident.

Tyson Mutrux 01:18:24 Of the world.

Justin Berry 01:18:24 Yeah, exactly. Yeah. Yeah. A confident young man could relate to him. But also, the kid with no confidence can also relate.

Tyson Mutrux 01:18:32 Oh, that's a good one.

Justin Berry 01:18:33 Yeah. So it's just a young man avatar. Right. With that though. What are you going to sell that guy? All right, if you're trying to make money, right, you got to be able to sell. Like this is the whole point, right? I'm trying to get clients. So what are you going to. You're not going to be able to sell them a large product. They don't have it like you can't. It's not a big ticket. So maybe this small journal of affirmation. Right. And I can sell millions of those because there's millions of these young men out there. Right. That's my goal to do that. Okay. I just need to make sure that when I'm speaking, I'm giving out good little tidbits that are going to go in that journal.

Justin Berry 01:19:07 Yeah. And that's going to make the most sense. I know a guy that that's doing that right now. The author of the journal, The Ghostwriter, is literally just taking it from his videos. That's it. That's it.

Tyson Mutrux 01:19:17 Oh, that's easy, that's good.

Justin Berry 01:19:18 When he's rambling and doing it. Rant on. He's just taking it from there and putting it in.

Tyson Mutrux 01:19:22 So what's the interplay between like the short form and the long form videos where like, because I know you could take the long form and create some shorts out of them all that like, what is that interplay? Is there any connection between the two when it comes to the algorithm?

Justin Berry 01:19:33 To the algorithm? Yeah. so there's two separate algorithms. And I think people don't know that either.

Tyson Mutrux 01:19:39 Because they don't tie together.

Justin Berry 01:19:40 No, it's totally different. But when I, when I say when you should think about the way you should think about shorts is think of it as the Krispy Kreme hot side.

Tyson Mutrux 01:19:48 Okay. Right.

Justin Berry 01:19:50 And then the long form is the customer service.

Tyson Mutrux 01:19:53 I love that.

Justin Berry 01:19:54 All right. So the chick fil A sun Gods restaurant, once you drive past that and you're like, oh I'm hungry. You've been in the corner. You go in there. You get to when they say, God bless you when you get your sandwich. That's the YouTube. That's the long form. That's the value that makes you come back.

Tyson Mutrux 01:20:08 Interesting.

Justin Berry 01:20:09 The shorts don't necessarily make you come back. It just captures your attention. So you got it. You need to have both, right. There's a lot of people that just do shorts and they do good. And don't get me wrong, you can't do good just doing shorts. But if I'm not living with you, or I'm not coming back, or I'm not retaining the information, I'm not going to remember you when it's time. Right where that hot sign got you in there. And then the customer service is what got you come back.

Tyson Mutrux 01:20:34 So what is the I guess, what is the sales funnel going to look like a sales funnel.

Tyson Mutrux 01:20:37 Because that sounds kind of like the sales funnel in a way. So like someone like Ryan, like what's like the sales funnel look like for him.

Justin Berry 01:20:42 So as we look at the life, the journey of the customer, right. They find them through the short form videos. Those videos can get millions of views. We can put out as many as we want to because it's short, it's easy to edit, it's easy to get out. Right? So they find them there, they see a clip that they like and they know they want to see more of it because it was more that he said, yeah. So they end up on YouTube. Then they spend another 20, at least another 20 minutes with us. Then they go, all right, there's there's a couple ways that people do it. It's just depends on people's patterns. Either they go Google them to find out more about him personally. Yeah. They click the link in one of the bios of the short forms, or they go down to the description of the YouTube video and find a link to click right.

Justin Berry 01:21:25 Yeah. They get to a landing page.

Tyson Mutrux 01:21:27 So there's they're, they're going to have to go look somewhere for it. Yeah yeah.

Justin Berry 01:21:31 The landing page though is is where the actually starts to sell. Right, right. You don't necessarily always sell on the platform, but the landing page opens up with a VSL, which is another video of him that looks just like his his YouTube video.

Tyson Mutrux 01:21:44 So it's consistent.

Justin Berry 01:21:46 Yeah, that was him. You know, it's not anything tricky. It's him. And he's explaining to you your problem and how he's going to solve it, and he's giving you the offer. And as you scroll down, I need some information from you. Now you're on an email list. Now you're going to get more and more of our funnels coming your way. But in that moment, you have a choice now to make. Do you all want to solve my problem and get a cheat code now, or do I want to do more research? Or if you want more research, there's more content available.

Justin Berry 01:22:14 Yeah. And you know where you can find them?

Tyson Mutrux 01:22:16 Right. So when you were talking about, like, it matches, I want to make sure get clarification because you go, let's say it's a golf video. Right. Like is that that I mean, that's that's not going to match whatever the video is that, that goes to. Right. On the yeah.

Justin Berry 01:22:28 There's no Golf channel. So the golf video is still if you want to see more and we get you to the long form, it's going to go to that podcast. Okay. So what you're sitting at now.

Tyson Mutrux 01:22:37 Gotcha. So the set and then the set that you see on the okay.

Justin Berry 01:22:41 That's exactly the.

Tyson Mutrux 01:22:42 Same. Okay.

Justin Berry 01:22:43 Like I can ask people, hey, what is what what does Ryan set look like. And they can name some things about it.

Tyson Mutrux 01:22:48 Okay. So that makes sense.

Justin Berry 01:22:50 Right. So and so it's just it's going to match the two. It's going to be very familiar to you. The colors are going to kind of match like the tone of it.

Justin Berry 01:22:57 It's all going to match to you with each other because it's the branding of it. Right. And so like the branding should flow.

Tyson Mutrux 01:23:03 It's the persuasion stuff. Cialdini stuff. Exactly. Exactly. Exactly.

Justin Berry 01:23:08 And so that landing page is giving you information. It's got this VSL two video sales letter at the top. You can hear from him right away. He's walking you through your problem while you're here. How he can fix it. What the offer is and what it looks like in the VSL. He's handling objections already, right? So we've already thought about what the objections are, and he's going to answer those for you. Right? Then you go from that to going down the list. You're you're seeing some of the testimonials from other people that have done it. It's the regular sales like pay, but all of that funnels into then once you put that information in a call with a sales person.

Tyson Mutrux 01:23:41 What makes what do you think makes a good offer? I guess what works for you all?

Justin Berry 01:23:45 Oh, a good offer, yeah, something irresistible.

Justin Berry 01:23:47 Which means I get more than what I came for, right? Where? Like you're going to solve my problem. And I also get this right. That's a great offer. As a business, though, the best offer is something that's really sticky, right? So, for instance, if you joined my program and I actually have something coming out in December, but if you join that, it's going to come with a CRM that you're going to implement all your content in and you're going to have the have the same structure that I had. Oh that's badass. So it's sticky, right? Like it's like, alright, if you don't want to pay the monthly for this anymore, you're going to lose. Sure. Yeah. That's the best offer for a business.

Tyson Mutrux 01:24:19 How do people get that? So do you have that set up yet? If not, we get December.

Justin Berry 01:24:23 Okay. Yeah, we'll put it.

Tyson Mutrux 01:24:24 We'll put the show notes. Yeah.

Justin Berry 01:24:25 So in December we're going to launch it. It's brand new.

Justin Berry 01:24:28 but I've literally taken all of our systems and created an actual tech product for it so that you can implement. It's just plug and play. Oh that's awesome. Right now you can get I have free resources right now on the website that you can get your podcast equipment set up, your, you know, all that kind of stuff. Easy stuff for you to take and go do. But the CRM is going to be great for like you're trying to manage the content and then hiring a content manager. It gets really simple. because right now I can go on my phone right now and see what my editors are working on right now. Right now.

Tyson Mutrux 01:24:58 Oh that's cool.

Justin Berry 01:24:59 Right? The progress change. I get alerts when their progress changed because I had to review the videos.

Tyson Mutrux 01:25:03 So you review everyone.

Justin Berry 01:25:06 As I do it?

Tyson Mutrux 01:25:07 Yeah. Nice.

Justin Berry 01:25:08 Yeah. Make sure I watch every single video.

Tyson Mutrux 01:25:09 Yeah. So, back to, like, the the vessels and everything. Do you think vessels would work for lawyers? Yes.

Tyson Mutrux 01:25:15 Yeah.

Justin Berry 01:25:16 Yes. Because it is. Again, it's just like simplifying the policy. Right? Like your wording. Yeah. I think like I, I do have a criminology degree.

Tyson Mutrux 01:25:26 Just a psychology degree.

Justin Berry 01:25:28 That's psychology degree. Yeah. If I spoke like that, people would be like, what's he talking about? Because even content is a lot of psychology really is.

Tyson Mutrux 01:25:36 I think it's all psychology.

Justin Berry 01:25:37 Yeah. Like, that's I'm I'm understanding behavior in order to get you to do something like that's what this content is. I mean, they want you to like comment, share support, like I'm that's what I'm doing.

Tyson Mutrux 01:25:48 It sounds like a lot of consistency too, because like, you could create because I've, I've actually recorded a video sales letter, but I never connected it to anything because I, I never do anything with it. Like when I, I spend a lot of time on years ago, I never do anything with it. But like if you don't tie it together correctly, it seems like none of it will work.

Tyson Mutrux 01:26:03 Yeah, it will work.

Justin Berry 01:26:04 That's why the offer has to be good, and that video shows that it is important to that, that landing page. Right. Like because again, if I have to read it, then I might tap out, right? We're in a generation where you want to hide something. Put it in the book. Right? Sure. But if I can watch a video for 12 minutes of you explaining exactly what I'm about to get it, then go. Oh, yeah, I'm gonna get it. I don't even have to read the rest of the page.

Tyson Mutrux 01:26:28 Yeah. How do you stay in front of people? So let's say that they've they've gone through, they've watched the short. They've watched the videos. They've they've gone, gone in, got the Krispy Kreme doughnut. And then now they've gone to the video sales, the VSL page, and then you maybe they've given their email address. Right? Right. but they're not quite committed. Right. How do you keep staying with them at that point?

Justin Berry 01:26:49 So there's email sequences, different things that we do.

Justin Berry 01:26:52 Right. So for one of them would be we email we email our list every podcast. Every one. Every single one. Okay. Hey, three times a week you're going to get something to say and check this out. So you do three. And sometimes sometimes we'll do all three and one email at the end of the week. Okay, so we just mix it up. We change it up. Right? We don't want to flood your email and like, spam you. Yeah. So we'll do. Hey, these three episodes came out with some copy from the copywriter and that kind of thing. And and it's great. Hook. Right? Like you missed it. You should have checked out. He said he confirmed everything we were saying about whatever our product is, right? Like those kind of things that you do within the email. So it's going to be hitting your email every week, right? So you're going to you're probably going to click on some more content if you haven't already. Right.

Justin Berry 01:27:34 As far as the shorts, like I said, if you open up your phone right now and you follow Ryan or you follow one of my clients and you don't see a video, then I'm getting ready to add another video a day. because truly, I'd rather you unfollow than to follow and not take any action.

Tyson Mutrux 01:27:51 Explain that to people, because I think that people, they do get caught up with having a bunch of followers. They get caught up with a bunch of views, they get caught up with a bunch of subscribers to the newsletter, but having a bunch is not not great. It's not always a great thing.

Justin Berry 01:28:05 I mean, subs, followers, views their vanity metrics to me.

Tyson Mutrux 01:28:09 Yeah, right. Revenue, like revenue is like a bad deal. There's a lot of vanity numbers. Like, if you're if you're if you're losing money, you get a bunch. You're making a bunch of revenue. That doesn't mean anything. You're making a profit.

Justin Berry 01:28:18 Yeah. You're still in the red.

Justin Berry 01:28:20 So, like, I'm I'm more focused. Truly, I'm focused on the engagement of the actual consumer. So for me, again, Ryan can grow and we can scale it as far as, like, if he wants to get to a million followers in a couple of months, we can figure out how to do that, right? It's that's not a difficult thing, really.

Tyson Mutrux 01:28:40 I think it's really interesting, like how casually you say that because there's a lot of people that are probably like, oh, they would kill to have that many followers, you know. But like, I think it's interesting because like, you clearly have figured it out. I just think it's interesting how like casually you said, but no.

Justin Berry 01:28:52 It's just what you're willing to commit to. Sure. For you. Right. Like let's say, hey, let's go get 10,000 followers next week. Okay. What are you willing to commit to?

Tyson Mutrux 01:28:59 Yeah.

Justin Berry 01:29:00 Well, okay. What would you.

Tyson Mutrux 01:29:01 Do? What would that take.

Justin Berry 01:29:02 So for me. And again, if I can get you to follow us, it won't necessarily make sense to the business. Sure. Yeah. What do you want? If you want to follow my clients. All right, let's do it. Let's do it. When you go down to the strip. Okay. You're getting ready to to to interview people on what they believe would happen if this or this happened.

Tyson Mutrux 01:29:20 That's it.

Justin Berry 01:29:22 Because you're gonna get some funny stuff. Sure. It's entertaining. Answers. Yeah. Right. Hey. Hey, buddy. Hey. This person hit this person with this car, and this is the circumstance. What do you think happens next? And they're going to be like, you're going to hear so many different perspectives from so many different persons.

Tyson Mutrux 01:29:38 Do you think this case is worth. That's one.

Justin Berry 01:29:41 Oh, there's so many questions you can ask. Yeah, right. And I know that those will get views and people will start following you because they find it entertaining.

Justin Berry 01:29:50 But I don't know that any of those followers will call you when they need help. Right. Yeah. Right. So, yeah, we can get you to the followers and the views. I just don't know. That's gonna help your business. Now, if you say, let me help your business, I'm gonna tell you. This may take a little longer on growth, but I know this will work for the business. Right. And then what usually happens, what people don't understand is with a little time on that now you get to say my business is doing this and that gets people to go okay I want to work with him. Got it. Does that make sense? It does totally. So it's like, oh wait, in the last 90 days, you know, you you closed how many other cases with success rate of 98%. Right. Been almost perfect from the field here. And getting people their payouts. Right. Yeah. 90, 80%. People are like, I want to work with you.

Justin Berry 01:30:42 Sure. Right. Yeah. Now, the view on that, it's boring. Like it ain't like it ain't entertaining.

Tyson Mutrux 01:30:47 Well, the interesting thing about it is we can fudge the numbers because, like, getting a case is, is very subjective. And so we have to say, well, we withdrew from a case because it wasn't a good case, so we didn't lose it. Like, you can definitely do that.

Justin Berry 01:31:00 Yeah, and I know they do that. I know a couple that have come through some, a couple of we have a couple that film at our studio with us. And I was like, that's not making much sense. No. Yeah. That changed a week ago. Yeah yeah yeah.

Tyson Mutrux 01:31:12 It could change.

Justin Berry 01:31:13 Yeah. So but I say that to say it's it's how it's packaged and how it's delivered. And so yeah, it's going to be a little slower journey on getting the follower counts. But your business is going to be great. Yeah. and I just think to like people don't people underestimate the local celebrity.

Tyson Mutrux 01:31:31 That's amazing. I agree, I, I do agree with that. because you can like the small town lawyers, they can clean up because, I mean, a big it's it is interesting because, a lot of times, like, you know, Saint Louis is like the big city in Missouri, like you got Kansas City as well. But like in southern Missouri, sometimes they want the big city lawyer. The vast majority of want the local lawyer is what they want. So it is interesting. It's like we're able to kind of pick off some some cases in other counties, but something just they want the local celebrity lawyers. They want.

Justin Berry 01:32:00 Yeah. They want the person they keep saying right up until probably June of this year, May or June of this year. Ryan ran the same TV commercial for three years straight. He didn't even hit the commercial. The video that was there, it looked like the new Ryan ate that. Ryan.

Tyson Mutrux 01:32:19 Really?

Justin Berry 01:32:20 No beard, baby face. Then right out of baseball.

Justin Berry 01:32:25 Like he ran that commercial for three years straight because it worked locally.

Tyson Mutrux 01:32:29 So keep keep doing what works.

Justin Berry 01:32:31 Yeah. Don't change anything that's not worked.

Tyson Mutrux 01:32:33 Okay, so that's a good question though. So let's say you have a high performing video, right? it's like you can't run that over and over again, right? Why not? Or you can because you're not going to get hit by the algorithm for because I was always worried about something like that. Where okay, I've got a high performing video. I keep running it again. I'm gonna get I'm gonna get hit by it. No.

Justin Berry 01:32:50 So if we have a video that does well, Three weeks you'll probably see the same video go out, and if it does well again, another three weeks you'll see it again.

Tyson Mutrux 01:32:56 Do you modify it much?

Justin Berry 01:32:57 The only thing we do just to be safe is we'll re-export the video so that it has different metadata.

Tyson Mutrux 01:33:03 Oh see that? That part right there is really valuable.

Justin Berry 01:33:07 I don't even know that that's having a massive impact.

Justin Berry 01:33:10 Well, we just rather be on the safe side because if the algorithm picks up your reposting the same clips, it may it may do something to hurt it.

Tyson Mutrux 01:33:17 Yeah, I never considered the metadata because that's how they can track it. It's not based on that's so interesting because it's not based on what the actual video looks like. It's the actual data that's in that video, right?

Justin Berry 01:33:29 It's all data. It's all ones and zeros is all it's showing it's numbers and letters. That's like it doesn't necessarily know what it looks like. It's focused on what the the what the actual file is telling it. So yeah we just re-export it. We also do things where like let's say you're doing a direct to camera video and you're explaining something. I'll have you film two hooks for it. Okay, so you'll get two videos out of every video. So two. Two hooks, one body and call to action.

Tyson Mutrux 01:33:57 So that way you're not. Yeah. So. Interesting. And are you are you recording those like in the same video.

Tyson Mutrux 01:34:04 It seems like so simple but yeah. So you start with one and then I'm gonna do the next one and you just cut them and cut them together.

Justin Berry 01:34:09 So what's one thing that you want to tell the audience now in order for them to kind of think of you when it's time that they need a lawyer, what would you say?

Tyson Mutrux 01:34:17 so, like what they would think like.

Justin Berry 01:34:20 Just body wise, like, what information would you give them that would say I can trust you.

Tyson Mutrux 01:34:25 Yeah. So there's one of the main things we focus on as a firm is like we focus on bad faith and a lot. And so I'm gonna, I'm gonna use a lot of words and we can we can always simplify the decision later. But what people don't realize is that you can get over the policy limits and a lot of injury cases, but even a lot of attorneys don't know that because they don't understand how bad faith works. And so there's a lot of bad injury attorneys that screw up cases because they don't understand that element.

Tyson Mutrux 01:34:48 There's a really interesting dynamic that works between the the defendant who's also the insured policyholder, our client and us, and then the insurance company. The insurance company is looking out for their own interest, even though they've got a legal obligation to protect that defendant. But they don't and they screw them over all the time. So we're able to get we're able to capitalize that and get above the policy quite a bit. So the I guess the message would be is that you shouldn't really settle for the for just the policy sometimes, or you shouldn't just settle for that bottom dollar, because many times it seems counterintuitive. If they offer you a lesser amount at the very beginning, that's good for you because that means you could probably get above the policy. So that's the kind of messaging you can you can many times get more when you're not selling for the for the lower amount. Okay.

Justin Berry 01:35:29 Here's what I would do. That's your body right there. Right. What I would do is I would have you state that using I.

Justin Berry 01:35:35 Okay. You said we a bunch. I take I.

Tyson Mutrux 01:35:38 More like the I like the team approach. Okay. So switching out what you're saying.

Justin Berry 01:35:42 I would say I because I don't see the team I see you.

Tyson Mutrux 01:35:45 Yeah. Okay.

Justin Berry 01:35:45 I'm. I'm coming for you. Yeah, you may give me your team once I get there, but I'm coming for you. Yes. So you. Even. This goes for video titles. This goes for descriptions. All of that. No more weed. It's all I. What I can do for you.

Tyson Mutrux 01:36:00 What about you, I wonder? Like. Like so you like. So if I'm focusing more on like that, you can get more money versus I can get you more money. You know what I mean? Like, so what do you think about like that or is it still. Should I focus on me?

Justin Berry 01:36:11 It's always going to be the level of trust, right? Where you're currently at. Okay. If you're already trusted, it should be okay, right? people that do the you or do the weed, it's because they don't feel like they have the authority just yet.

Justin Berry 01:36:24 But you're the authority. Okay. Right. The power is within your branding and who you are. So always as I'm listening to you, I'm like, it should be alright. He said, we again, we're going to change that to A and then and we're going to end it with simply I will do blank. Right. Yeah. and that will happen. Like they can cut that part out of this clip right now and put that on socials and it might work, right? Yeah. Even with the weeds.

Tyson Mutrux 01:36:49 Well, it's interesting because.

Justin Berry 01:36:51 Before we move on really quick. Okay. Yeah. What would be your hook to that body. How does the video start off.

Tyson Mutrux 01:36:59 So I gotta I gotta fix my wording. And I also think the reason why I was gonna say, like, I gotta be careful what I say with the bar too is I can't guarantee. Exactly. Right. So, I mean, because I almost have to, like, I can sometimes get you more money or like, it's one of like.

Tyson Mutrux 01:37:15 Because, like, the things that clients want the most is it's usually medical treatment. They want the medical care they want, then they want the medical bills paid. And the third on the list is actually money. So like try not to focus too much on the money part of it that we can get them. so if I'm talking about that specifically with bad faith. So, hand how would you shape that where I'm not guaranteeing it because I don't, I don't I don't want to use too many words either.

Justin Berry 01:37:38 Yeah. So a good way is always did you know.

Tyson Mutrux 01:37:41 Okay, so that was the you. Yeah. Yeah. So did you know?

Justin Berry 01:37:44 Did you know?

Tyson Mutrux 01:37:45 Did you know that sometimes we can get. Yeah. Did you know sometimes you can get more money for your car. Yeah. Yeah. Okay. Gotcha. That's how you hook. Okay.

Justin Berry 01:37:51 Right. Because it doesn't matter. The AI, the AI doesn't matter. Into the body.

Tyson Mutrux 01:37:56 Gotcha. Okay. Eyes in the body.

Justin Berry 01:37:57 You can.

Tyson Mutrux 01:37:58 Be anything.

Justin Berry 01:37:58 However you can frame it. Yeah, right. But like that question goes. Oh, I didn't know that. Yeah. You're immediately engaged because you're like, what's she about to say next?

Tyson Mutrux 01:38:07 You know, sometimes you can get more than the policy limit. Like that's like something like that, right? Yeah.

Justin Berry 01:38:11 Right. So now you're now you're, you're posing a you're you're basically stating the problem for people. Right? Because they didn't know it. Right. And then you're giving the solution and then you're going if you want to know more, that's your call to action.

Tyson Mutrux 01:38:24 Do you. Okay, so I did I meant to ask you about that earlier. So do you still throw in the call to action. Like do you throw in a phone number or like what would they call the action. No. Send me. Yeah.

Justin Berry 01:38:33 So yeah simplify it for the platform. Right. Like do something, take that action in the platform or and it shouldn't be every video.

Justin Berry 01:38:42 People have a bad habit of doing it every single video.

Tyson Mutrux 01:38:45 I have a bad habit, though, right?

Justin Berry 01:38:47 are you running any pay traffic? Like any pay.

Tyson Mutrux 01:38:49 Ads? No. Okay, so, like on Google, but not on video. Not for video.

Justin Berry 01:38:53 So if you're running paid ads on like, meta at all, then you can pretty much eliminate the call to action.

Tyson Mutrux 01:39:00 True. Good point.

Justin Berry 01:39:01 Because people are going to see.

Tyson Mutrux 01:39:02 The we we ran those years ago, but we didn't see that. Yeah. Yeah.

Justin Berry 01:39:05 You don't you know that that is a specific thing that has to be done. Yeah. Like right. For it to work. But if you if you're running those and you don't necessarily need the call to action on every video because people are going to see the ad at some point anyway, if they're seeing your content, they're going to probably see that. Whereas if you want to throw if it's a specific video for that, then yes, I want to throw the ad in there.

Justin Berry 01:39:26 I'd also try both. Alright. So I clip this out of your podcast. Have you filmed the hook for it? Blah blah blah. Do all of that. Put a call to action on one and not on the other, and put both out at different times.

Tyson Mutrux 01:39:37 That's what's cool about like the live shows too, is you could take and you could just you're already doing the work, right? You don't have to, like, record a bunch of other videos. You're just cutting from the stuff you've already done.

Justin Berry 01:39:47 Yeah. And that's why as a host, you got even if you're a host of a podcast, you got to be intentional with how you speak about it, right? Because it can be used right. I learned that it was a guy named Erwin McManus. He's a pastor. and after I finished my podcast with him, I asked him, I go, man, what's some advice that you would give me? Like you, you're an excellent community. Like a, like, top level communicator, right? And the first thing he said was, master your story, become great at telling your story.

Justin Berry 01:40:16 It's the one thing that nobody else can tell better than you. And it's the one thing that's going to draw people in. Yeah, right. Tear the wall down. Right. He was like. And then secondly, you should be framing everything you say as a click bait or as not a click worthy, video. So he was like, so everything. Anytime that I answer a question I'm thinking about, or I've already thought about how it will be clipped out of the video because it's almost an advertisement.

Tyson Mutrux 01:40:46 We've been focusing on that with a maximum lawyer a little bit because Becca, like we were talking about, like I was like, I want better thumbnails, right? She's like, well, you need to do more things like in the actual video. So if I'm doing something like this, I'm doing this intentionally so she can kind of cut this out, like so like that. So that is the framing is something I had not been thinking enough of.

Justin Berry 01:41:05 Frameworks, frameworks in general. So like how you say certain things, for instance, when you when I go like I'll say something like or you, you'll mention what's like the way that you for sure guarantee like there'll be some success on the platform.

Justin Berry 01:41:17 And I'm like your consistency. Make sure that you're just staying in front of people and always posting something. Or I can say, you know, like, have you ever heard of the saying the squeaky wheel gets the attention?

Tyson Mutrux 01:41:27 Sure. Yeah.

Justin Berry 01:41:29 It's two different ways of saying the same thing completely. One of them is going to be thought provoking and have people like squeaky wheel does get the attention. Yeah, right. And then the other half of that is, you know, the quiet will gets ignored. You should be a squeaky wheel, right? That can be framed so that it can be clipped and put out. And everybody goes, oh, man, this guy is good. Like he's deep. He can say things right. you know what I mean? Like, even the only cheat code is consistency is a clip, right? Like, I can be used. Right. So these are all things that you gotta be thinking about on how you speak and how you say it. What happens, though, is repetition.

Justin Berry 01:42:02 It just becomes natural. Yeah. And then it becomes, that's you. Now when you're even trying to close.

Tyson Mutrux 01:42:08 Like talking to sound bites. Exactly.

Justin Berry 01:42:10 It's true. Yeah. Right. But it's true. But it's a natural thing because you're saying everything that that you're going to answer the same questions over and over again. which is, is a huge thing. Even the point about like, lawyers, right. They're like, I don't know if I have time for the media side of things. There shouldn't be anyone that doesn't want to come on your show as a lawyer that's trying to get exposure. Sure, they don't have to have their own podcast. There's enough of them now where you can just go on tour. They're all over the place. Yeah. You go on tour and get as much media, and now I can get clips from everybody. I don't even need to make my own. So it's like there's ways of doing that. But understanding how to frame what you're saying so that it fits what you're actually trying to promote is a big piece.

Justin Berry 01:42:50 I love that the best do it. Yeah, the best of them do it. They. It's funny. Sometimes I'm filming and I'm like, yeah, he's going in like, you know, you know what I mean? I'm like, yeah, you get it? This is going to be all over our page and our audience is going to see this, and there's going to be people that click this. So my mind immediately goes, make sure I get an affiliate link from this guy.

Tyson Mutrux 01:43:07 Yes. Yes. That's smart. Yeah.

Justin Berry 01:43:09 I mean like because we gonna make something off of him saying all of this, like those kind of things.

Tyson Mutrux 01:43:13 So we start to wrap things up a little bit and like, what would your message be for lawyers going forward getting into social media?

Justin Berry 01:43:21 Yeah. My message is always going to be figure out how to create content consistently without without the expense of changing your lifestyle, right? So what you do on a daily may feel boring, may feel like it's not worthy of video, but that may be the perfect thing that gets your business to the next level.

Justin Berry 01:43:42 So find a way to create content that's centered around your everyday work, and just get comfortable with the like being on camera, right? Because that's the hard part. so that's what I would encourage lawyers specifically. And then also think about what your messaging really is. Right. Like what is it that you want people that the people that will support you to hear from you? if you could do those two things, you can put those out consistently. You'll see results. It's that's the one thing that I can guarantee.

Tyson Mutrux 01:44:12 What content are they watching? I love it. That's great. Thanks, Justin. Really appreciate you doing this. Absolutely. Glad to be here. Yeah.