- So, what is your secret number, four.
- Number four, celebrity.
So, Fyre Festival, how many of you know about Fyre Festival?
This made headlines across the world.
Probably one of the biggest scandals,
public scandals at least, in the public.
- [Man In Middle] That's true, Netflix has a documentary.
- That's right, Netflix actually has an action item.
I'm actually gonna ask you to watch a Netflix documentary,
but we'll get to that in a bit.
But Fyre Festival, it was just amazing.
Long story short, this young guy,
Billy McFarland, he actually, if you ask me
he looks pretty young, he looks pretty young.
He doesn't look like he's a sophisticated CEO,
older kind of guy at all, right?
But what he did was he leveraged celebrity.
So he leveraged the crap out of a celebrity
and he sold this event, he talked about it
like it was the biggest event of the century.
I watched the trailer.
I thought it would be the coolest damn thing.
You watch it, as soon as you watch it,
it makes you feel like, holy crap,
I wanna be a part of this, right?
And what he did was,
he partnered up with this guy named Ja Rule.
How many of you guys actually know who Ja Rule is?
Comment below, I'm actually curious about this.
So, Ja Rule, he used to be a rapper.
He had maybe like three or four
famous songs up there, right?
He's got one with like,
damn I can't even remember these girls' name.
To me they're like one hit wonders, right?
But basically, he found this out-of-date celebrity
named Ja Rule, partnered up with him,
which gave him instant authority,
instant persuasion power over the public
and then he took it even a step further.
He partnered up with some
of the world's top Instagram models.
I'm talking about models with 100,
I think, Kendall, yeah, Kendall Jenner,
I'm seeing the screen right now.
She has over a 100,000,000 followers on Instagram
and a bunch of these other top models.
He leveraged the crap out of celebrity.
And you know what that resulted in?
So, he raised all this money,
raised $25,000,000 from investors, right?
This young guy, I think he's in his late 20s, early 30s,
and basically just sold the crap out of it.
The event sold out in two days.
I'm gonna spoil it a little bit.
- That's, that's also, see,
that's using persuasion secrets the wrong way.
- Oh yeah, that's actually a very, very good point.
- That is like using, it works, is using celebrity,
using authority, using a lot of persuasion secrets
what we're talking about, but the wrong way.
Imagine he would've actually done it.
Imagine it would've actually deliver spectacular event.
- Yeah.
- Right?
- The good will, the word of mouth next year, second year.
Just imagine he have actually do good
and deliver what he promised to deliver.
It would've been a very, very successful venture,
a successful launch.
- Absolutely.
- But yet, he didn't.
That's using it for evil purposes and just dumb.
- The trailer itself, it speaks to a certain demographics,
right, so then group of people who are interested
in maybe rave parties, and parties
and vacations and music festival, right?
- Like how he's looking at me.
(group laughing loudly)
- You know, Vegas, get laid kind of group of people, right?
That's okay.
Not judging.
(laughing loudly)
- No judgment. - Thank you secret, thank you.
- And all.
(group laughing)
So but, think about that he has this event, right,
this offer, but then on top of that I wanna pay attention,
is getting the celebrity
in terms of the Instagram celebrities,
to promote this.
So you've got a very compelling story, right?
Remember secret.
Storytelling, it's a very compelling story,
telling it in a visual kind of way,
combine that with authority
with the celebrity getting involved
and then your celebrity endorsing it.
That's like three, four secrets combined.
You can see in the real life, that's what happens.
That's how powerful that is.
Now, if he's just promoting this event code,
meaning no endorsement, no celebrity association.
Then people would be like, who is this organizer?
What is this thing?
Is it gonna happen?
Like that's a lot of money, 1,000 to 12,000 a ticket,
I mean, is it gonna happen, right?
But suddenly when you combine with everything
and you have the endorsement from celebrities
who has tens of millions of followers,
millions of followers, endorsing this.
And they're going, right there,
that's what happens.
- It's crazy. - Make sense?
It was crazy.
- So, for those who don't know,
they were basically promised two weekends
of a crazy party on a private island
and luxurious villas and hotels
and celebrity chef food.
They get there, it's tents and lunchbox, salami
and white bread and that's it.
- So pretty much, as we were pointing out earlier,
it didn't happen, it didn't happen
but they sold the crap out of it
using these persuasion secrets.
Very, very, very powerful stuff.
- So use it for good, don't use it for evil.
- By the way, the guys who did this,
I think they got sued for like $26,000,000
and they're in jail for like six years or something.
- They should be in jail.
- So use persuasion secrets for good, okay?
- Yeah.
- So, what can we all learn from this?
People trust and respect
their favorites celebrities and influencers.
Do whatever you can to leverage
their celebrity in the eyes of other people,
use celebrity in everything you do.
So, pretty much a lot of times we hear
the word celebrity, who do you think about?
Do you think about maybe like Brad Pitt, Johnny Depp,
whoever is in the mainstream media, right?
But nowadays, like nowadays,
Sifu is a frickin' celebrity.
We go everywhere.
We fly, doesn't matter if it's the smallest town in US.
We went to Japan inside of like a arcade place.
People were coming up to Sifu, right?
That is celebrity.
Nowadays, this definition of what a celebrity is
is shifting, right?
So, I don't want you to get caught up
on like, oh, if I have a business, I have
to get someone that's in the movies to do this.
Absolutely not.
Just like how, Billy McFarland,
he didn't get the best actors.
Actually, Kendall Jenner's pretty big,
but all of the other people that he got for this campaign
were smaller micro-influencers, right?
And actually, for HTC, what we did was we partnered up
with Brian Tracy.
Brian Tracy, do you guys know Brian Tracy?
Let me take a look.
Yes, yes, yeah, yeah, yep!
Alright, so for those who don't know, Brian Tracy
is a legendary sales trainer, right?
- Basically, the godfather of all of the sales techniques
being pioneered today.
- Absolutely.
So, Brian Tracy, even though he's not so much
in the mainstream eye anymore.
We were able to collaborate with him,
especially because HTC is such an amazing co-web.
- I never expected this,
but Brian saw what we are doing,
he saw the value that we're providing to the world
and our students.
And I was like, hey, Brian can,
but I wasn't even expecting this,
more or anything like that.
But, he gave us, it's just a raving endorsement.
Like, that's amazing, 'cause coming from,
like to me when I think back
that when I was learning how to sell, I would listen
to Brian's cassette tapes.
- Oh, damn.
- Right, The Psychology of Selling,
The Psychology of Achievement.
I still have that in my library.
And being now like,
being recommended by someone at that level,
someone I've been listening for so many years.
I'm truly, truly honored.
But goes back to it's celebrity doesn't mean
that you have to have the mainstream celebrity.
There are a lot of what I call micro celebrity.
Some people refer that's influencer,
but I define micro celebrity
as someone, a famous person that no one one
has ever heard of.
Okay, I'll say it again.
A micro celebrity, it's a famous person that no one
has ever heard of.
So, meaning that they could be very well-known and popular
within a certain vertical, certain industry,
but outside of that mainstream,
that nobody knows them.
They're not someone that who walks up to the street,
walks the street and people will walk up to them.
It's just they are, maybe they're very famous
in the, it could be something like
in the dental industry, right?
They're very famous in the chiropractic industry.
They're very famous in automotive industry.
They can be very famous in a certain,
or cooking industry,
they're very famous in just a vertical,
but outside that people don't know them.
So, sometimes don't think about, oh, those are big names.
No, how could you leverage those micro celebrities
and I think it's actually more powerful
because just as micro celebrities have
way better connections with their audience.
Versus, a mainstream celebrity,
yes they're well-known, Johnny Depp,
a lot of movies, very famous,
but they might have a steeper connection.
But micro celebrity, on the other hand,
because they are, they got to where they are
because of connection with their fans,
because of interaction with fans.
So, in some cases,
I think they're even more powerful to collaborate.
Are you with me?
Yes.
- And it could be a small celebrity.
It could even be a local celebrity.
Like if you're in a small town,
and let's say, there's someone in your town
who's a very, very famous artist.
Maybe this person loves making music
and they're well-known in your town.
If that has something to with your,
let's say you own a restaurant,
you say, hey, this person visits my restaurant once a week.
That's authority and celebrity right there.
- Yep, yep.
They're a virtue.