💰 How She Built A $60M Asset In 30 Days

In the last 30 days, Bobbie Althoff has gone from a small-time influencer to owning the #1 podcast in the world.

How did she go so viral in 30 days? I’ll explain.

But first, just so you understand how insane Bobbie’s growth has been here’s a timeline:

• Bobbie posts a TikTok offering $300 for a celeb guest
  

• Rick Glassman (Actor/Comedian) agrees to be on her podcast
  

• Althoff follows up by interviewing influencer Funny Marco, which goes viral
  

• 2 days later she interviews Drake

But here’s what Bobbie doesn't know… she’s sitting on a gold mine.

To put this into perspective: If Bobbie was to pay for the same 100M+ views she got but with Facebook Ads, she would have to pay over $2,500,000. 

Instead, she got it for free.

When I realized this, it clicked. Attention is valuable. Brands that produce this type of content have insane valuations.

For example “Call Her Daddy” (a podcast) sold the rights to their podcast for $60M to Spotify.

• Call Her Daddy had 30.3M views on their Youtube Channel
  

• Bobbie has 24.1M views on her Youtube Channel

Now to answer your original question, “Why did this go so viral?”

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💡The Viral Formula

Most interviews are what I call “talking heads.” AKA people sitting down and having a conversation.

If you do this you’re in direct competition for attention with major players like Joe Rogan or Jordan Peterson. And let’s be honest…

That’s like heading straight into the NFL as a pee wee.

You’re going to get your a** kicked.

So, Bobbie went viral by playing a different game. After her first interview, Bobbie made an observation. The more awkward the interview, the more it gripped her audience by the eyeballs.

This isn’t the first time we’ve seen this happen. Content that catches instant traction has a common thread.

Just take a look at these:

#1. Hot Ones - Interviews with hot wings that get hotter each time.

#2. Cold As Balls - Kevin Hart interviewing people while sitting in ice baths

#3. Carpool Karaoke - Driving around singing with famous people

The best way to collect attention is to add your own “spin” like all these podcast hosts have done. They don’t play the “talking head” game.

Instead, they’re using the Jeff Bezos differentiation strategy.

When you look at Amazon they’re not delivering packages in 2 days because they’re Mother Theresa. It’s because no one else is delivering packages that fast. It’s a huge part of their success.

The goal is to be in a category of one.

Take “Hot Ones” for example. They don’t have any competition. If you want to see celebs struggling through some hot wings, they’re the only option.

When you think of the “perfect content” you don’t think of eating hot wings or taking ice baths. But that’s the point.

No one expects the type of content that breaks down the barrier of a public image.

So, why is this a big deal?

💸 The Invisible Currency

Businesses and influencers are quietly trying to leverage the powerful force of attention.

Influencers are using attention to launch brands:

• Mr. Beast Launched a Chocolate Brand. It’s now worth $50M.

• Conor McGregor Launched a whiskey brand. It’s now worth $600M.

• The Rock Launched a Tequila Brand. It’s now worth $3.5B

It’s no surprise here that the bigger the influencer, the more their brand is worth.

The big takeaway: Attention is the new oil.

In the next 10 years, your business will be only as good as your content. 

We’re seeing billion-dollar businesses do everything they can to invest in personalities. They could easily just pay a random spokesperson to create content. But they’re not.

Instead, they’re paying a premium for someone with a genuine connection to their audience.

Like Hubspot who bought the rights to shows like:

• Entrepreneurs on Fire (#13 in Business Podcasts)
  

• My First Million (#35 in Business Podcasts)
  

• Goal Digger (#58 in Business Podcasts)
  

• +23 other podcasts

If you want to cut through the noise, using the differentiation strategy is the only way to build a brand.

With that being said,

Go build something you’re proud of.