The Content Game Is Broken (Here's How to Actually Stand Out in 2025)

In this episode of Two Guys One Mic, the boys go off on what's really happening in the content world right now — copy-paste creators, ChatGPT parrots, carbon-copy "viral recreations," and why so many coaches have views but no clients.

They break down how the game has shifted from perfectly scripted, shot-for-shot recreations… to raw, targeted, principle-based content that actually converts.

If you're feeling stuck, copying trends, and wondering why nobody gives a shit about your posts, this one's your wake-up call.

🔥 What You'll Hear in This Episode 🎧 Two Guys One Mic Is Officially a Thing

• Why "Two Guys One Mic" is the best name in the content game

• Plans for dedicated cover art + its own podcast feed

• Where this show is headed next (off the other pods and onto its own)

🎬 How Content Creation Has Changed

• The evolution from:

  • scripted, viral recreations →

  • to raw, authentic, talking-head, FaceTime-style content

• Why the old play of "copy a viral video and tweak a few words" is dying

• The difference between stealing like an artist vs straight-up plagiarism

🤖 AI, ChatGPT & the Plagiarism Era

• Why so many creators now:

  • pull ideas from ChatGPT

  • copy other viral creators

  • and have no idea what they're actually talking about

• Why ChatGPT is a tool to challenge your thinking, NOT a crutch to write all your posts

• The difference between:

  • "Give me 20 viral ideas" → shallow, generic content

  • vs. "Debate this concept with me" → deeper, original insights

🧠 Principles vs. Templates in Content

• How Brian now approaches content:

  • ~70% scripted, ~30% raw talking videos

  • Of that scripted content:

    • some uses viral formats

    • some is highly targeted pain-point content for online fitness coaches

• The key principle:

  • Use viral structures, NOT viral scripts

  • Insert your own expertise, story, and language

• Why hyper-specific, deeply targeted messaging ("you open your phone and get anxiety…") beats generic "Are you struggling to sign clients?" content every time

📉 Why Most Coaches' Content Sucks

• Cole's Monday content audits:

  • Looking at 15–1000+ pieces of content weekly

  • The #1 question he ends up asking:

    "What the fuck is the point of this?"

• Two main problems he sees:

  1. Carbon copy plagiarized videos

  2. ChatGPT-written posts with zero understanding behind them

• Why most creators can only go wide (surface-level) and not deep (real expertise)

🧩 Do You Actually Know What You're Talking About?

• Why you struggle to make content if:

  • You don't have your own philosophy on fitness/business/coaching

  • You got into coaching for the money, not because the craft changed your life

• Real talk:

  • If you can't talk for 10–15 minutes straight about your niche without notes… you don't know it well enough

  • You shouldn't need a script to explain what you live every day

🎯 Hooks, Relevancy & Going Deep

• Cole breaks down what a hook actually is:

  • Relevancy

  • Context

  • Meaning

• Why powerful hooks like:

  • "I didn't meet my dad until I was 26 years old"

  • Pull in way more people than generic "Hey 35-year-old moms…" intros

• Broad reach doesn't come from vague messaging — it comes from deep, real stories

🧪 Being in the Room (and Actually Using It)

• Rant time:

  • People pay to be in high-level coaching programs… then never ask questions, never show up, and blame the program

• Gym analogy:

  "You paid for the membership and didn't lose weight? Did you go to the gym?"

• Why:

  • Lurking on Zoom with your camera off

  • Not listening when others get coached

  • Not implementing one takeaway… …is exactly why you're stuck

• Case studies:

  • Matt Orlando – 200K+ followers by grabbing one tip, then leaving calls to execute

  • Maximus – 150K+ on Facebook, now getting paid by Meta

  • Kenny – Getting flown by UFC to create content, from just showing up and applying

💼 Business, Mentors & Responsibility

• Why your mentor:

  • should be viral if they're teaching you content

  • should NOT be telling you to copy word-for-word from other people

• Stories:

  • Dan Martell's strict standards around missed calls

  • Jeremy as a $35K/month mentor — and what would happen if Brian didn't show up

• Core message:

  Paying to be "in the room" doesn't make you deserving of success. What you do with it does.

🎧 Who This Episode Is For

• Online fitness coaches

• Creators who feel like clones of everyone else

• Business owners stuck at "lots of posts, no clients"

• Anyone using scripts & AI because they're scared to speak from real experience

📌 Takeaways You Can Implement Today

• Stop copying scripts. Start borrowing structures and insert your own stories & expertise.

• Use AI to think with you, not speak for you.

• Audit your last 9 posts and ask:

  "Would a stranger know who I am, what I stand for, and why I'm different?"

• If you're in a mentorship or program — show the fuck up. Camera on. Notebook out. Listen to other people's coaching and apply it to yourself.

🔜 Where to Find the Show

This is the last time this episode drops on the old feeds.

Very soon you'll find Two Guys One Mic on:

• Apple Podcasts

• Spotify

…with brand new cover art of Brian & Cole being exactly as unhinged as you'd expect.