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How do you decide when to make live content vs. recorded content?

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When you’re creating content, how do you decide when to create recorded content versus live content?

I run a real estate agency and have a bunch of clients. I have the same problem happening again and again. Leads come in… people enter name, email, phone number… and they don’t respond… When the agent calls them, they say, “Oh, I’m just looking around,” because they don’t want to talk to a salesperson. Do you have any ideas, besides emails and retargeting, on how to warm those leads up so they’ll want to answer the phone or have the conversation?

Question Featured On: Episode 4 - #AskRussellAnything

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Answer:

I don’t know if I know the answer to that. My strategy is not, ‘this is going to be live, this is not.” I’m just picking the channels I want to be in. I want to be active on Instagram, which is why I’m doing this show. This is our show to serve people on Instagram. I have other things in Facebook. But a lot of it is like taking a big load of crap and you throw it against a wall and then you look at it and you see what sticks and what falls off. Some stuff sticks and some stuff falls off. The stuff that sticks, you grab more of it and throw it on the wall.

So we do all sorts of stuff. We do Facebook Lives, we do recorded videos, we do this and that and throw it at the wall, because I don’t know what’s going to work. I don’t know what Zuckerburg is going to reward me for on Facebook. We just throw a bunch of crap out there and see what sticks. What works, gets traction and what doesn’t. When it does, we do more of it. When it doesn’t, we do less of it. So that’s kind of it.

Sometimes a lot of things work, sometimes nothing works. You don’t know. In fact, that’s why I tell everybody in Inner Circle and Two Comma Club the first thing you should do is a Facebook Live every single day. The reason why; you don’t know what’s going to stick. With Anthony Diclementi, when Biohacking Secrets launched, we said do a Facebook Live every single day. And he did it and nobody cared and nobody listened. But after the 10th or 11th Facebook Live was the one that hit. It got 4 or 5 hundred thousand views.

The next one bombed, and bombed and bombed, but the next one blew up. You don’t know. It’s just throwing crap against the wall and seeing what sticks and the stuff that sticks, do more of that. I wish there was a cleaner answer.

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