Video Editing Masterclass (Non-Technical)

Fit 9/10, teaching quality 6/10 · 30.4 min of video · #6 Viral Video Creation System

In one line: For B2B/high-ticket audiences, use minimalist editing; upgrade to retention editing only after consistent 3x/week uploads.

Weakness: Repetitive; could be condensed by half without losing substance.

Alright, so this is going to be the non-technical part of the video editing masterclass. So, we're going to look into this and basically the technical side will be in a different section, so how to actually edit, like the types of edits and all that sort of thing. But this is going to be the non-technical side, sort of like the high-level side where I talk about like the different types of edits and like what uhm. What you should be spending your time doing, what's more important and all that kind of thing.

So, we're going to talk about the strategies and tactics to make your editing top-tier, and I'll separate this based on whether you're by yourself or whether you have a team. Now, if you, if you're by yourself, you want to keep your editing minimal, because editing is extremely time-consuming, so you do not want to be spending all of your time doing this. And this is known as minimalist editing. And believe it or not, it's still very effective if done correctly.

In fact, there's lots of channels that have blown up with almost no editing. Sam Sulek is an example recently, Sam Sulek blew up, uhm you know, with basically, you know, very minimal or no editing. And if you have a team, you probably want to focus on what's known as retention editing. This is where you optimize the editing to keep the viewer engaged until the end of the video.

However, minimalist and retention editing happen on a spectrum. It's not just a switch where it's one or the other. Our team at this point is kind of like 80% retention editing and 20% minimalist. We do editing with our videos, but if we ever get close to running out, we do more of a minimalist editing style.

Right, so for whatever reason, I'm traveling or I'm just really busy and I can't record videos, or like I've recorded videos, we're just really busy. We have someone on the team is sick or whatever, and we're running out of videos, and we need to edit them really quickly, we will kind of fall back to more of a 50-50, where it's kind of 50% minimalist and 50% retention. And yeah, if we, conversely, if we ever get to a point where we're just way ahead on videos, uhm, we'll kind of switch to more of like a 95% retention and 5% minimalist style, where we really just go. All out on on each video.

So this is something, you know, this is like creating a system, right? It's systems like an ecosystem, for instance, whenever something gets thrown off balance, there are balancing forces within that ecosystem. So a system to bring things back to equilibrium. And this is the same system that you want to have within your business, so that it isn't fragile.

You want your business to be anti-fragile. And you want your YouTube channel, because we treat YouTube like a business, to be anti-fragile. And so, if you get ahead on videos, you, you know, your editors know, because you're creative director, you tell them that you should, you know, put more effort into each video. And if you get behind on videos, your editors know, because you are the creative director.

Creative director tell them that you need to speed up the process, you need to edit them faster. And that means less retention style editing and more minimalist editing. Now, as a side note, video editing is the most time consuming part of the YouTube process And it's the honestly one of the less important aspects of YouTube for educational channels specifically. It doesn't make a huge difference, to be honest with you, whether you spend a large amount of time on editing or a short amount of time on editing.

Now, it's still important, but it's not as important as many other things that I've talked about in the training. So remember, the importance of hierarchy goes like this. You're uploading. If you're not uploading videos, you're not going to grow on YouTube.

You're uploading consistently. If you're not uploading consistently, you're probably also not going to grow. The video idea. You find good video ideas using the icon method.

You must have good video ideas. This makes a massive difference, much more important than editing. The Holy Trinity. This is kind of like the marketing or the packaging of your videos.

So it's the thumbnail, title, and the intro. And this is also much more important than your editing. Uhm, you know, so you want to make sure you have this locked in. Then meeting the minimum threshold for video quality.

And this means the audio's good, you know, there's no background noise, the lighting is good, the focus is good, uhm, you know, you have good you're either in the center of you know, using the rule of thirds, you're either in the top center on the left. Left top, or on the right top, using the rule of thirds, so it's a visually pleasing image, uhm, you don't have a crazy, messy, or distracting background, uhm, you know, that kind of thing, right? You're, you're in good focus, etc. And then number six, script writing, right?

Making sure that your video is actually valuable, what you're, what you have to say to people is actually bringing value to their life. And then video editing would probably come in like number seven or something, right? So as you can see, video editing isn't as important as many other things on the list. Now let's talk about minimalist editing.

There are many examples of channels that have blown up with minimal to no video editing. Sam Sulek, for example, you can kind of see his stuff here. Uhm, you know, you can check out his channel if you'd like. Very little editing.

This is especially true if you make content for a sophisticated audience, a B2B audience, meaning business selling to another business, and or content designed to sell a high ticket product. People who are interested in buying high ticket products tend to be sophisticated, because they understand that coaching is going to save them a bunch of time, right? So they're not very money conscious, they're more time conscious, and so therefore they're a sophisticated audience, they usually have money, right? And because of that they don't really care that much about being entertained, they don't need fancy editing and like all kinds of things popping up on the screen to keep their attention span and all of that.

If the video has valuable, information, they're going to watch it. It's just that simple. They don't really care that much about all the bells and whistles. And if you look at these three channels, uhm, and how minimalist their editing is, uhm, you'll kind of see what I mean.

So Thomas Gannett, Serge Gattari. Charlie Morgan. Uhm, by the way, they might decide to do retention editing in the future, uhm, so make sure you go back and you look at their stuff, you know, like in 2023, for instance, and you'll see what I mean. Thomas Gannett, uhm, you can kind of see, like, he has a video, like a video here, how I book 3-5 meetings a day, cold calling SMMA, and it's kind of just like a video of him like cold calling, and there's like very, very little editing.

I think he maybe cuts out the silences, and that's, that's about it. Uhm, very, very little editing. No, no fancy. No fancy stuff.

No words popping up on the screen even in most cases. This is, this video here that he did is just, you know, him looking at his computer screen basically. Super, super minimalist. You can look at these examples.

I, I, I recommend you pause the video and look at these examples. Storage guitar. A lot of his older videos are, you know, him, like, like, like this is, this one's an example right here. It's just him talking to the camera.

I don't think he edits at all. I don't think he even cuts the silences out. He just straight up talks to the camera like he's talking to a friend. Keeps the mistakes in there and everything.

Some of his old, a lot of his older videos are him just, like, looking at a computer screen and talking with no edits, right? These guys all make, this guy makes over 100k per month. Serge Gattari makes over 600k a month. Charlie Morgan, another example.

He does very, very minimalist editing. I think he just cuts the silences out and that's about it in his videos. And he just talks about, you know, business and stuff that he cares about. And that's, that's it.

But you can notice he, he does put some effort into his thumbnails because he understands the game. He understands how the game works. And this guy does, I think, 1.3 million a month. So, all these guys are doing six figures a month with smaller channels that target a more sophisticated audience.

They're also two out of the three guys, Charlie Morgan and Serge Qatari. So, they high-ticket products. Thomas Gannett sells a kind of like a, he's like an affiliate for GoHighLevel. So, it's like a software company and he gets recurring income whenever people sign up for GoHighLevel.

That's how he makes his money. So, that's it. That is another really good way of making money is becoming an affiliate. But both of these guys, Serge Guitari and Charlie Morgan, they sell high-ticket products.

So, if you look at Serge's early content, he was literally uploading unedited Loom videos. Like Loom, like a Loom video like I'm making right now. And still, often does, because it was valuable. He's talking about valuable things, and he was getting a ton of views from a targeted niche audience.

Because targeted niche audiences that might buy high-ticket products tend to be sophisticated, and sophisticated audiences don't need crazy editing, dancing clowns in the background, funny memes popping up, amazing sound scoring with music, etc, etc. They only care about the value. That's it. As long as you meet the minimum threshold for quality that I talked about earlier.

So if you're doing editing yourself, keep it minimalized. The only thing you need to edit out are mistakes, long pauses between sentence sentences, and maybe once in a while put some words up on the screen if you're emphasizing something. For instance, if you're doing a listicle, put words on the screen when you transition to a new point on the list. You can even get away with no editing at all and just leave some of the mistakes in as long as you're good at rolling with it, so to speak.

However, most people don't feel comfortable doing this and they want to cut their mistakes out. Even if you have hired your first editor, I would still keep the editing minimalist until you're uploading 3 videos per week consistently. 3 videos per week is the sweet spot for educational channels, and this is especially true when you're small. Once you get bigger, you can dial it back to like 1 or 2 uploads a week if you want, but even then, I still recommend 3 videos per week.

I think that's just the sweet spot because basically that gives everybody kind of like 1 day, at least 1 day in between seeing you, and the way I like to imagine this is imagine, you know, you're hanging out with 1 of your best friends, someone you really enjoy hanging out with. If you were to spend every single day with them, you'd probably get tired of them, even though you're 1 of your, they're 1 of your best friends and you really like them. But if you hang out with them 1, once every other day, that's probably good, right? That's time to, you know, miss them and all that, right?

But every single day, you'd probably get tired of hanging out with them. And it's the same thing with videos, because with a personal brand, people kind of see you as like their internet friend. Then once you're consistently uploading 3 videos per week and you've found the right niche, or niche ideas that you know are going to do well, because you've tested them with the evolution method, start to improve the editing and maybe hire multiple editors. Okay, so once you've found the good idea, you've got your niche solidified and you know the idea is they're going to do really well, then you can maybe hire editors and increase your editing capabilities.

But that's, that's when you're optimizing the channel, right? When you start doing retention editing, then maybe you can do it. Okay? But before that, absolutely 100% just stick to minimalist editing.

Now improving your editing is something that will increase the value of your videos by maybe 10 to 20%. And there are many other things you want to nail that will increase the value of your videos by magnitude. So this is something you don't want to focus on at first and this is one of the biggest traps that new youtubers fall into because it's not really sustainable. You know you spend a long time making and editing a video you do a ton of research and you spend a long time editing it.

And then it doesn't do that well because the idea is not good. And then you get discouraged and you quit. That's what happens to almost everybody. And minimalist editing actually appeals to a large percentage of people.

Think about it. If people wanted super high level editing and super high production quality they would just turn on the TV. But they're not. They're watching YouTube.

And remember people watch YouTube because they're bored and or because they're lonely. That is why they watch YouTube. Now they might think they're watching YouTube for education. Location.

But that's not really why they're watching it. They're watching it because they're bored and or lonely. Okay? So when you have a minimalist editing style, it makes it seem as if you're almost talking directly to your viewers which alleviates their loneliness.

Minimalist Eddy. Editing also seems more relatable and authentic to your audience as well in many cases umm which means they trust you more and they form a deeper connection with you. So some people would actually argue that minimalist editing is better. I do think that retention editing is slow.

Lightly better than minimalist editing but you can definitely make it work with minimalist editing and I've seen a lot of people do it. And if your content is valuable that will also alleviate their boredom. So you solve both problems they have, right? They're connecting with you.

Peace. Because they're lonely and your video basically makes them feel less lonely because you're talking with them, you're kind of you know entertaining them and all that and then you're also alleviating their boredom because your content is valuable and it's solving the problems they have. Now retention editing, let's talk about this. It isn't necessary, but it does help a lot and it's especially good if you're targeting a mass market audience.

So if you're not targeting a niche audience, you're targeting a mass market audience, retention editing, that's where it does help, okay? A great example of a master of retention editing is Imon Godzi and his team. So I did a link to his channel here, and I did a link to a video that's a great example of retention editing. You can check that out.

I highly recommend that you do. You're gonna see the editor editing is absolutely top tier. Okay? That editing his videos probably take a week to edit.

So at least 40 hours to edit. Maybe more. And here's some other examples of videos you can kinda see as content. Retention editing doesn't hurt if you sell a sophisticated audience, right?

So just because you're selling to a sophisticated audience, it doesn't mean retention editing is gonna like hurt you, right? So an example of this is Brooke Hitting, who sells a high ticket product to a sophisticated audience. And he does over 400k per month. So his videos are retention edited, they're very good, there's lots of animations and pop-ups and all kinds of stuff like that.

And yet he's still selling a high ticket to a high ticket audience. And so, you know, that's that just goes to show retention editing is still good for a high ticket. It's just that you don't have to do it, right? And if you don't have to do something, you shouldn't do it.

You should focus on the things that you do have to do. Like for instance, having good niche. Making good video ideas. Regular uploading content.

And once you have all the things that you have to do dialed in, then you can focus on the things that would be nice to have. And it would be nice to have retention editing. But you don't have to have it, okay? And that's a big difference there.

So, I do recommend retention editing if you have a team because it helps you to optimize your video performance. Again, it does, I do think it increases your average view duration and you know, your video performance in general probably by about 10 to 20%. Thanks watching! And it helps you establish a brand.

This means that your viewers would come to expect a certain style of editing and experience. If you just purely do minimalist editing, there's a lot of other people out there doing minimalist editing and so it's a little harder to establish a brand. But if you do a particular style of editing and you do it consistently, it can help you establish a brand and that makes it to where your content becomes less sort of repeatable right by other people. Because you're editing in a certain way and it's hard for other people to repeat your editing style.

So the best thing to do is to start off with minimalist editing and then when the time comes free to build your team and you have everything dialed in, right? You've got your ideas dialed in. You've got your niche dialed in you've got your thumbnails and everything else dialed in, then you can switch to retention editing. And this is exactly what Alex from Ozzy did.

He started with content that meets the minimum threshold for quality barely. I mean really like barely Thanks watching. Thanks watching. but he delivered amazing value in his content.

So for instance, most of his videos were literally just like him talking to his webcam. I think he may have even been talking to like a group of people and he just recorded it. And they were just asking questions and he recorded it. Umm, and he's like in this tiny little closet here.

He's like literally in a closet. He's like not a nice background or anything like that. It's just a closet. And these videos did fairly well.

They got lots of views because he was delivering a lot of value. And he had minimalist editing. You know, his sound was okay. His lighting was okay.

You could see his face. His face was focused and all that kind of thing. And you know, there was nothing that was super annoying about the video to the point where it's unwatchable. And he got a lot of views by doing that.

Then once he had his audience dialed in, his niche dialed in and his ideas, like the types of ideas that he wanted to talk about on his channel dialed in, he switched to retention editing, right? So, here you can check these videos out to see what I mean. Again, highly recommend you Thanks for watching! Check all these out so you get more context to this video.

And you can see, you know, I made 6 million and 60 days and this video is highly, highly edited, right? All three of these videos are highly edited. And, you know, it worked really well for him. He's getting even more views now.

But when you start, you want to bear- just barely meet the minimum threshold for production value and editing quality, as it will actually be better. Why? Because you want to find that low hanging fruit for content ideas. And the best way to do this is to put out a ton of content.

It. Then measure and see what did the best. Once you've seen the type of content that consistently performs well, then you optimize for high production value and quality. This is similar in business to finding product market fit.

You don't waste a ton of time putting cool . . features in a product and making it perfect until you know what your audience actually wants, right? And also that you know that the main product you're selling them solves their problems.

And then once you know that you have a winning product that people are actually willing to spend money on, then you start making it better, right? So in business they have this thing called minimum viable product. And that's what they make when they're not sure the what their exactly what their audience wants. So they make a minimum viable product.

Thanks for watching! And then once they confirm that that product is what their audience wants, then they start making it better, right? That is how business works and you should do the same exact thing with your YouTube videos. If you do return to YouTube, attention editing at first, you'll be throwing money into the fire, making high production quality videos that take tens or even hundreds of hours to make and edit that were doomed from the start because they weren't winning ideas.

And in business, you would make a minimum viable product. You'd see, oh, nobody wants this, great. I'll move on to the next thing, make another minimum viable product. Nobody wants that, you move on to the next thing, make another minimum viable product, et cetera, et cetera, until you find a minimum viable product that actually solves the problem that people actually want.

Then, once you've confirmed it, you'll confirm that, you know, that is like a very important point that you would get to, then you can start making the product better, right? That's how business works. So, how to find mind attention. You're editing style.

Watch people's content, preferably those that are outside your niche, but it's still part of your ideal client avatar's psychographic profile. We talked about psychographics in a different section. These are the things that you can't easily see. We'll you in about your audience, but they but it's still just as true.

And then steal bits and pieces that you like from five to ten different channels, not just one or two. Example of this, I watch content on productivity, biohacking, lifestyle, male centric channels, investment. That's it. Lifting, business, make money online, umm chess, MMA, etc.

Types of channels that my ideal customer likely watches as well but are outside of my niche. And then I steal little bits and pieces of their editing that I like. I almost never steal anything except for the idea that I like. The only thing I steal from people in my niche are ideas.

That's it. Stealing, personality and style of others in your niche is the quickest way to be seen as a cheap ripoff and many people in your audience will recognize this. So don't do that. So I learned quickly not to do this.

Stealing like this applies to almost everything outside of editing as well. Backgrounds for your studio, titles, thumbnails, intros, scripting, etc. Always try to steal little things here and there from a bunch of different channels. Preferably ones that are outside of your niche, but still topics that your ideal client would like to watch.

And as the saying from Pablo Picasso goes, Good Artist Barrow, Good Artist Barrow, Great. Great Artist Steel. Great book is by Austin Cleon. You can check it out.

On this topic, it's called Steel Like an Artist. Really easy read. You can read it in like an hour or two. And it's a great book.

Highly recommend reading it. It also goes over a bunch of historical examples of artists who stole here and there from other great artists that came before them. Sometimes extremely blatantly. Such as Shakespeare.

Okay, so what software should you use? Whatever software you have Thanks watching! What's available or whatever software where you're already familiar with is the real answer. It doesn't really matter.

Especially if you're starting off with minimalist editing. So some beginner software that's free is gonna be CapCut. Love CapCut. It's incredible.

I mean it's unbelievable. We'll see you in probably good for a beginner software. It's so intuitive and easy to use. Like you could probably teach the oldest person in your family how to use CapCut.

Like it's a that easy to use. Now some advanced software that's free is DaVinci Resolve. By the way by the time you see this video maybe they it has a paygate on it but right now it's free and there's probably gonna be some other advanced software out there by the time you see this video it's also free. Check the doc to see if there's any updates.

This is a pro level software it has you do literally anything with the software it's also much much harder to learn but it has all the features you could ever need available. Some advanced software that's paid my team uses Adobe Premiere Pro we like to all use this just to standardize the process. And Adobe Premiere Pro also has sharing features where you can actually share your edits with someone else over the internet from far away which is really cool. We've used it a few times and it's been awesome and saved a lot of time.

OBS, this is only for recording the video directly into your computer. This is free. And also incredible tool that will save you a ton of time. Now what I started off with, I had a Mac book, is I started off with a software screen flow.

Very easy editing software. You can do all the minimalist edits you need. The only difference different. The difference is, you record it directly onto your computer and actually it records directly into the editing software.

So that's what I like about screen flow. It records directly into the editing software, then you can just edit it and then export it and you're good to go. So that's what I liked about screen flow. It's awesome.

It is an option you could look into if you are a Mac user. Now to be honest with you, I still think the combination of OBS and one of these softwares is going to be the best because the reason for that is because when OBS Yes. It records the video, the file size is much smaller than when screen flow records the video. Screen flow for some reason records in massive gigantic file sizes.

So that's why I actually prefer OBS. And OBS doesn't record directly into your editing software. But you can just drag and drop it. So it's really easy umm and it just saves a bunch of time.

So if I was a complete beginner what I would do is I would use OBS and CapCut. That is literally exactly what I was what I would do if I was a complete beginner starting over. My recommendation umm that's I think that's kind of what I just said. Don't bother learning pro software I never did umm unless you want for fun.

If you're somebody who literally just true You really enjoys editing maybe you want to but again it's just it's so time consuming that I don't recommend it. When it comes time to hire a professional editor get someone who uses pro software because they're going to be able to make those like really impressive edits that the beginner software is not going to be able to make. So for example like animations they can feel like animations into the video. I do recommend that you know the basics of video editing so that you can recognize what good editing looks like in others both on other channels and also when hiring but this is the first thing you should outsource right you should outsource editing as fast as possible.

Some people even skip this step entirely and just hire someone else right away and that's honestly not a bad idea. So what is essential when it comes to editing? One cutting out silences. This is...

Two cutting out mistakes. Three stringing together sentences in such a way that it flows perfectly and it isn't abrupt or choppy. Four having text pop up at relevant times to support whatever you're saying in the video. And by the way all of you this is going to be covered in the technical editing portion.

You're going to see exactly what I'm talking about here. So example of this would be number four popping up on a list of top five best editing tips. I've reached point. We'll see you Please stay when it's five you know like or when it's number four right it's like number actual number four pops up like stuff like that.

Just really really basic stuff. having image or video b-roll pop up at relevant times to support whatever you're saying. Thank you for watching! So, an example of this would be a screenshot of an article talking about what editing software was voted number one for 2023.

When you're doing a video where you're talking about editing software and umm a video of you editing on your computer like a b-roll of you with no sound playing while you're talking about editing. That would be another example. This is all you really need to get started and a basic editing software like CapCut will definitely get you there. In the technical section of the video editing we will go over how to execute these types of cuts in different software.

And I'll also be dropping SOPs that my team uses so you can see what we do with Adobe Premiere Pro, which is a very similar software to others. Now one thing I want to say is what makes video editing good? Good video editing is when you don't notice the editing. Okay, think about it.

In Hollywood movies, do you notice the video editing much? Usually not. It just seamlessly transitions from one scene to another. And that is what good video editing is.

And that's what you should aim for on YouTube. Seamless transition from scene to scene. Beginner editors will try to make all these crazy pop-ups and dancing clowns in the background and like all this stuff because they want to just like flex their editing skill. And that is such a newbie thing to do.

And it doesn't look good, it turns people off, and it lowers the average view duration of the video, which is bad. Look at the top tier channels in your niche. The editing Ridding on their channels are almost always usually relative to their channel. It's really simple, elegant, and seamless.

Try to replicate bits and pieces from the editing from the channels that you really like, and also have your editors do the same thing when you hire them. So you can kinda just send channels that you really like to your editors, and you can just be like edit like this. Yes. Alright.

Edit, you know, the way that I like the way they do the pop-ups here. Do the pop-ups like this. I like the way they do transitions here. Do the transitions like this.

I like the way that they do animations here. Do the animations like that. Et cetera, et cetera. So.

So, when they think I will say, I know I go over this in another section, but a super easy fix is just get two phones, pretend like my calculator is a phone. Put them right next to each other. Okay. And then turn on your channel and then turn on a channel from from.

Someone that you really admire that you think their editing is really great and their video is really great. Put them right next to each other and then note the differences. That's the easiest way to improve your editing.

Collecting client reviews

Fit 8/10, teaching quality 7/10 · 5.5 min of video · Creating High Ticket Funnel

In one line: Systematic process to collect client reviews at emotional high points using video interviews, selfies, or written formats.

Weakness: Generic advice; lacks specific real examples or data from Shane’s actual business.

Collecting client reviews. If you have clients getting results, those are assets, and we don't hope to get them, we farm them. This SOP explains when to collect reviews, which formats to use, how to structure them, and what to offer in exchange. When to ask for reviews.

You must ask emotional high points, not problems. Right after when somebody hits an activation point, when a client achieves specific results in our client's journey, or gets to specific points of clarity. During a check-in call, once they experience a small but meaningful win on the call, use that momentum to ask for a review, while the impact is still fresh. And after seeing a text, reach out to help or teach them a new strategy.

Once they get a small win, or results for this help, use that momentum to ask for a review. And like, spot the language, listen to the calls, when you hear them, that's a green light to ask for a review. This is the best ad, this is the best week, this is the best whatever I had. I can't believe that's fastest to happen.

You, you, we just hit milestone. Thanks a like that. When you hear a symptom language, capture it first, as a screenshot, point in the recording, then ask for a review while the emotional, the emotion is hot. Phase two, review formats, ranked by value.

Not all reviews carry equal authority. Always aim for the highest format the client will agree to. Interview is best. You hop on a call with a client and request a recorded conversation.

You control the narrative, you get them to the key points, and you get to the highest quality footage. This is like gold standard. Always try this first. And here's an example from us.

Selfie video, second best. Clients record themselves on the phone or on a webcam, just as I am right now. Less polished by authentic. The raw feel can actually work in favor for social proof.

Send them the exact outline and tech requirements. Below. Trustpilot and Google Review. Written reviews on a public platform.

Less impact on the video, but great for SEO and credibility stacking. Send them a direct link and tell them exactly what to write about. If needed, you can write them for them and ask if they can just copy-paste a few changes. And then screenshot a nice message, right?

A text message, DM, or an email when they say something positive about you. Or the company. If you can't get any of this above, at least capture the number 4th, or always screenshot those moments when they happen. Don't assume you will, like, find it later.

And save it in your designated proof folder. Phase. How to actually correct it. Collect it.

Format 1. Interview. So, spot the moment. On a call when the client shares a win or experience an excitement, that's your opening.

Don't let it pass. So, ask for the interview. Hey, this is an incredible result. Would you be open to hop on a quick call where I ask you a few questions about your experience?

It will truly help all the people who are in the same place where you were before. And once we start working, we can spread the mission that I, that we stand for here even further. It will take 15 minutes. In exchange, we're gonna give you an offer, which will get into second, which will get into third.

And if they hesitate, we can use this, and then you schedule it. If you're on the call, and you have time, and they have it, just say, hey, do you have additional, like, we still do our coaching session for 30 minutes, as you agreed. But do you have additional 15 minutes at the end to do a little bit of a longer call, and we turn it into a video, and we post it. Would that be fine?

and we want to kind out you. Use it as it is hot. Next, run the interview. That's the script, that's the questions you need to ask in order to get the highest value for that interview.

Just ask them those questions, right? Each of those is a checklist, so as you ask it, you can just go through it. Next, a selfie video. Very similar, just a little bit, I'll ask questions.

And then, sometimes, I'll tech tips, and this is a copy to paste message, and then, a draft pilot, right? Very simple. And then, a little bit of copy-paste instructions for it, and if they don't send it within three days, you follow up. And of course, screenshots, pretty self-explanatory.

And what to offer in exchange. Not everyone will give a review just because you asked for it, that's fine. Create some assets that you can give to them in exchange for it, so we collect more of those case studies, client reviews, right? So how you want to approach it is you can give away either a part of your course, a bonus, you can give away a month of additional coaching, you can give away something, like something you've been working on, maybe you heard them say.

That's basically how we want to approach it. In our case, it's additional one month of coaching, which is very fair. Two is we give away some things that we build our internal stuff, like, for example, internal process of how we do this or that, and that really helps people because we know what they wanted. Or sometimes when people have very specific questions, for example, like, give us a contract on how to hire an editor.

We have it, of course, so we can provide that. That's how you want to approach collecting client reviews. If you have any, try getting at least three to six. After that, you don't really need as many, you don't need to focus on it as much, but those few will make a massive difference.

Driving traffic to your funnel SOP

Fit 8/10, teaching quality 7/10 · 17.0 min of video · Advanced Traffic Strategies

In one line: Use a stacked CTA system (description, QR code, pinned comment, in-video escalations) to optimize traffic-to-funnel conversion.

Weakness: Lacks concrete data examples or real screen recordings for each step.

How to drive traffic to your funnel? So you have traffic and then you have a funnel. How do you connect those two things so that you get qualified, booked calls, and sales. So when this system is applied consistently across every video, the cumulative effect is a sustained increase in qualified clicks, leads, and clients.

So it's super important. And, uh, again, this is not something we just thought through, we implemented a data-first approach, and we walked through all of those steps multiple times, and we keep tracking it, and over time, like, like, we will see how we shifted from one strategy to another and what we're doing right now. So how to think about traffic? So the most, eh, the most common misconception in YouTube content marketing is equating traffic with views, right?

But traffic only becomes valuable when it translates into measurable business outcomes, like clicks to your offer, leads generated, ultimately, like, clients acquired, either for an affiliate that you're promoting, either as a sponsor, or for, like, your affiliate link, or they just become clients for your business, which is what we're doing in most cases here. So, the goal of a video is not to go viral, it is to convert the attention you earn into a consistent flow of qualified prospects for your offer or service. And how to think about KPIs for that? So we have targets, which is 10 clicks per thousand views, so that would be like 0.1% click rate, right?

Click-through rate, which is, which can vary for niche and offer type, but that's in general what we want to get to. And why it matters? Because if we're like way above that, which is awesome, or we're like below that, well, it could be improved, right? And we are trying, like, if the click-through rate is below the CTA, a system needs to be diagnosed and strengthened before you invest in generating more views, right?

Because, like, why generate as many views if you really don't need to, to make, to reach your business goals, right? So if you're consistently above it, the right move is to scale view volume aggressively since the conversion infrastructure is already working. So the CTA system. The most significant mistake creators make is treating a single end-of-a-video CTA as sufficient, right?

Then they're like, it's not If you look at your, like, retention charts, like, you have the least amount of people there. Well, those are the people who are the most interested sometimes, right? So effective traffic generation requires stacking multiple CTAs across three proven placements, each reinventing the, reinforcing the other so that no viewer is left without a clear path to take action. So, three core placements run by performance is Video description, number one, QR code on screen because we recently learned that more people watch videos on TV than on mobile.

Crazy, I know, that's why this thing is a thing. And then, pinned comment, so when you have a video on YouTube and you comment under your own video, you can also pin it. So do that. So every single video should contain T2 to sometimes even 4 CTAs that escalate in intensity from opening minutes to the end, right?

So that is like in terms of in the video itself, right? Like, of course, we have the video description like this, but we also mention to people things. So soft CTA, strong CTA, and super strong CTA. So that's in the video.

Psychological reason it works is because the viewer processes information and builds trust at different rates throughout the video, right? So, like, soft CTA is for people who just wish a little bit, right? So, like, the people, eh, the single, uhm, CTA at the end misses everyone who disengages early, while stocked approach guides viewers through the three stages, right? Like, awareness, people were just like, okay, well, I may check it out, right?

And then concentration, like, well, I may, like, this is actually something I could do. And especially if we create videos that are opinion based and we give some form of advice, it creates a natural influence, which influence is just, you know, you, you give direction and somebody follows. So if you give direction again and they follow you again to a CTA. So action.

So that's where, so that when the final ask comes, they are finally primed to respond. So at the end, like when there is a final ask, this, this is when they respond. So at different stages, we do different things. Part one, video descriptions.

So that's why it is a number one placement. Description is a permanent, always visible asset attached to every view your video receives. Unlike like a spoken CTA, which disappears the moment you said it, the description is available to anyone who pauses, like, mid-video, returns to the page later, or searches for the content, right? So this video, the primary CTA link should always appear first before timestamps, resources, or any other information you may be putting in your descriptions.

The rule, the first link in the description must correspond to the primary CTA you're driving in the video. Update with each upload to ensure full congruence. With that being said, sometimes if you, for example, have a lot of videos and some of them are still getting views, you could just do update, like, book update all descriptions or to your new offer, right? And, like, it's not connected, but, like, it's still the most important.

I'm telling you, it will still click if it doesn't connect, but, of course, you could wait more if they do indeed connect. So step one, identify one primary CTA. Take action for the viewer to take. Select single conversion goal for the video.

So, common example is the client booking a discovery call. This is in our case, right? Do loading a lead magnet. We're not doing a lot of it right now, but, like, stick with me.

It could, we could do it. Or joining a community. A lot of times with a lead magnet. So it's also similar, but in most cases, it will be directing us to the funnel that we just built.

So avoid listing multiple CTAs of equal weight as, especially in one video or in one description. As it dilutes the attention and reduces click rate across, like, all of them, right? So if we talk about how to scale your business using pay us like a checklist of a lead magnet on five things you need to know. You see, you need to check before you launch your paid ads.

That makes sense. Something that doesn't like paid ads and we talk about content doesn't connect. And then right the above the fold section. So the two lines visible before viewer clicks show more, like if you have a video, like I can go to any video and before something show more are the most valuable in the description.

So the first time I should state clearly who the video is for and what outcomes they can expect. Well, the second line delivers the primary CTA with the direct link. So here's the template you can use for AI or even for yourself, right? So do you want results?

Apply here, right? Like want to scale your business? Apply here. Simple.

Do you want to improve your mental health? Apply here. How to do it, right? Like, like, keeping it really, really simple.

And that's, I'm telling you, some of the greatest creators you may be watching, including ourselves, are doing this. Step three, write the description body, right? So, so below the folder, the description should briefly position the author, provide social proof, and remove friction so that any viewer who reads further is not to blame. So the structure, like, what is it for, right, and proofs.

So, here we included, like, examples of, like, clients. If you have, just have your own example, just include your own example. Like, I worked with Alex Ramosi for two years. Or, I actually, like, worked at school and helped 400 creators scale their own school communities to combined more than, like, 10 million aggregate revenue, right, or probably even more.

But, that's basically where you want to state it. And then, you can use a chatGDP prompt to create a full description and just paste things here, and, like, remember to have a script, or, like, at least, like, if you don't have a script, you can put a transcript. I hope that makes sense. And then, your primary CTA, so, what do we want them to do?

Book a call, right? And primary CTA link, target audience, key results, we have them, so, our claim from offer section, and then proof points, so, two to three client results for outcome, and you can follow this, you know, to pretty good extent. Okay, save the template as your default upload, so, in YouTube Studio, navigate to save settings, upload defaults description, so, let's take this one, this is one of my friends that, uhm, I, he wanted an analysis here, so, we go to settings, we go to upload defaults, and we don't put anything for a title, but we can definitely put something for the description, and you can also put it, like, by default, it will be public, private, or unlisted. So, that is how you how you do, uh, it by default.

On each new upload, you need to update your video specific lines, which significantly reduces the time required per video. So, part two, QR code on screen. A meaningful portion of your audience watches YouTube on television or in context where clicking link is not immediately possible. So, displaying a QR code on screen during your CTA moments removes that friction entirely.

Allowing viewers to take action by scanning their phone without interrupting the viewing experience. So, when to show QR code? During the strong CTA in the middle of a video? During the case study or proof moments when the viewer intent is high?

During the super strong CTA near the end? And I'll say about it in a second. So, script your accompanying QR code on screen. Scan this if you want the full system.

If you're watching this a lot, if you can't click, just scan the code on screen right now. This is how to create it. It's pretty straightforward, honestly. You just go to any of those and you paste your, you paste your, you paste your link here, let's say, and then you just, you just kind of make it and that That is it, nothing more than that you can make put, like, scan me.

I recommend you put, you put something that's relevant to the offer or just do nothing, right? Just, just keep it, just keep it simple. And that is, uh, that is how we do it. You can check out our video.

Maybe you came from that. And the codes, uh, should, uh, point to the same primary CTA you were using in the description and add to the, to the video during editing. And place the QR code for minimum 5 to 7 seconds at each CTA moment so the viewers have enough time to take out their phone and scan it. Probably we can even do it for a little bit longer, like maybe even up to 10 seconds, right?

I mean, depending how fast edited your video is, but that is a good way of thinking about it. Minimal size, at least 20% of the screen, like, size, it should be, so it's, like, really clearly visible. For softer, you can make it, like, in the corner, in the, in the main ones, you could make it, like, higher. High contrast, dark out and white background, and, uh, no surrounding clutter that reduces scannability, like, don't do, like, a lot of edits around that.

And test it on both iOS and Android before video goes live, so it kind of, you know, just check it, especially the softwares, we'll really, like, see what works for you with softwares. I used this one before, so it should work. But, like, again, things could change, like, Apple could roll out another update, and, you know, we're just recording this training right now, so things might change. Part three, pinned comment.

Significant number of viewers never expand their description at all, but almost everyone scrolls through the comment section. Which is really interesting, we got the data on it, and it's really crazy. The pinned comment function is the second CTA placement that captures the attention of anyone who misses the offer in the first video or skips past the description entirely. When done well, pinned comment alone can increase the link created by approximately 50%.

True, true, true story. Template, right, pretty simple. if want help with this, I wrote down everything here, right, and this is our VSL. Or, if you are curious, whatever, like, like you can keep those CTAs really simple, like, if you want help, if you're curious, if you want the whole system, if you want to learn more about X, Y, and Z, I wrote it down, stuff like that.

Eh, prepare before uploading. Pinned comments should be drafted at the same time as the video script, not as after follow-up or publishing. Have an interesting day. Get ready, past the moment the video goes live, insurance captures the initial wave of viewers.

Post it while the video is set to unlisted, before switching video to public, set to unlisted, so when you make it public, it is already there, right, and then engage with replies after publishing. So, I highly recommend, spend the first 10 to 20 minutes responding to the comments, and around the pinned comment after the video goes live. This engages, this increases engagement, improve comments visibility, and stuff like that. Okay, and now, let's put, let's look at CTAs inside of the video.

So, every video should contain at least three CTAs playing in different points, like it does two to three, right, escalating the directness and urgency as the the video progresses and the viewers trust us. Increases. So, soft CTA we do in the first one to three minutes, right? For example, like, by the way, if you want help with this, there's a link in the description where I break it down exactly step by step.

Check it out there if you, if you want more info. We keep it simple, right? Strong CTA, right? In the middle of a video, interested enough to be genuinely interested, the strong CTA should name the offer clearly, state the benefit of it and direct them to the link with content.

If you're serious about growing on YouTube, I put together a system, I walk exactly through this. There's a link in the description if you want to learn more, right? A little bit stronger, nothing crazy, but a little stronger. And then super strong, right?

People who have watched, like, pretty much the whole video and are highly qualified to take action. The super, uh, the super strong CTA should be direct outcome focus and leave no ambiguity about what to do next. If you want to scale your business using content without guessing, click the link in the description. It's exactly what we help people do.

Yes, go do it now. I'm on the mission to help 20, like 200 people to get to full-time income from YouTube this year. That's it, right? Common mistakes.

Avoid placing single CDA at the very end of the video. That's like you get 10,000 views, 150 people see it, right? Can't be as crazy as that. Using weak or not committing language, like something like, oh, check it out if you want, something like that.

We want to be specific. A lack of congruence between CDA and the video content, right? If we teach business, we want to do business CDA. If we teach about how to pick video ideas, say that in the CDA, you talk about if you're curious more about my process for picking video ideas, like how to make, how to pick video ideas and we teach content, that's how we do it, right?

And then listing too many links in the description. And when, when everything upgrades is like important. Nothing is important, right? And so full picture, title and thumbnail, and like the title and thumbnail, like earned a click.

Intro, which is a holy trifecta, confirms the thumbnail and make sure they return and content builds trust and influence, right? Like if we tell them to do something, they actually do it. That's how we build trust and influence because if they do it and it works, that's how we gain trust. And then CDA stack drives compliance.

Which is ultimately what we want from all of this. So, the rules. Every video must include those things. Link clicks per thousand views should be tracked for every video and reviewed regularly.

I will give you a system more on that, but basically if you, like, you can just roughly get it. You don't need to create the data tracking systems just yet. But that is how it I would kind of approach it over time. We will be also adding UTM links to it.

But you don't need to worry about it for now. Click chat list before publishing the video. Do you have that above the fold of the description? Do you have not more than four links and do the first links appear first?

Do we have it, do we have a pinned comment? Did the video script include CTA, soft CTA, strong CTA and super strong CTA? Do we have the QR code and are we making, like, are we tracking things?

30-15-2 Ads Strategy

Fit 8/10, teaching quality 7/10 · 5.8 min of video · Advanced Traffic Strategies

In one line: Test ad concepts cheaply with 30 images, then optimize 15 variations, then produce 2 videos.

Weakness: Needs more concrete examples and real data screenshots.

RTE 15.2 adds strategy. Why this strategy? Currently, meta algorithm is smarter than ever, but it needs data. Therefore, it is crucial to test different communication methods as quickly and as cheaply as possible to know what works and what better not to waste time on.

Based on this, we save time and money because we don't record video ads until we know which message has the highest chance, chance of success from the image ads. Every decision is based on specific data, not just intuition. We find message that works and we use it for, with one of the highest probability growth, like strategies. So phase one concept testing so at the start we start with 30 graphic ads, image ads as we call them, and our goal with it is finding one to three winning messages.

So we create 30 simple graphics of different headlines and images. The entire process is described here. So you just go here, it's described in one of the previous videos. Why this is important?

Graphics are cheap and fast to produce. They allow us to test 30, 50, 80, 90, 80 ads in the time it takes others to edit one video. After a few days of testing, we can check the statistics. We look for the highest click-through rate, the lowest CPC, and the cost per lead between $1 to $30, depending on your industry, and opt-in rate between 15 to 30% when you're asking people for name, email, phone number.

if it's only email, it should be, like, more than 30% for sure. We see, we have campaigns per, like, I have campaigns personally where I had, like, 45 to 60% opt-in rate if it's just an email. Meta itself will, like, choose the winner, deciding the budget to where people are most willing to click. And we can look into the Meta Manager, but basically what will happen is all the over the next few days, you will see as you turn it on, and we recommend to keep it for at least $300 in this first phase and each in the second phase as well, and you will see that there are some ads that it's just putting all its money on, and it also has the best performance.

Those are your winners. The phase 2 which is optimization so we test we test the winning messages for phase 1 at a deeper level to see what actually is doing the biggest difference. So what you will realize is there are different, at the start, we kind of test very different concepts, like one is how to make money on YouTube, another one is how to make money, how to turn your YouTube into a side hustle, how to get recognized Those are, like, fundamentally very different people, like, to attract different promises. So we want to be care- so we want to kind of just throw it out there and see.

And what you will realize is, well, some of them will work substantially better. And in phase 2, we will make the adjustments to change- change things up, to change your background, a button color, a slightly different camera angle, a slightly different wording. Why this is important? We want to check if our winning is an accident or a stable trend, or maybe a variation of a winner is actually better than the winner itself.

That's what you will find. A lot of times, it's even a bigger winner, right? So, after a few days of testing, we check the statistics, the same as above. So, the best click-through rate and the best cost per lead and opt-in rate.

You know, opt-in rate needs to be good, but other than that, you know, that's on the sales page side, not on the, on the ad side. So, that will kind of determine which we move to final ads. So, get high quality leads and sales. This is from the third batch of ads.

So, we want to convert the best ads from phases 1 to 2 into 2 video ads. Materials, right? So, we'll talk about how this is not actually just 2 videos, that's like actually way more, because we do quite a lot of things, but why this is important. The video builds trust and filters customers.

Someone who watches your video and clicks has much higher purchase intent than someone who only clicked on an image. Pretty, like, if you really think about it, it makes sense, but a lot of people don't think that way. So, to read those results, you want, the most important there are cost per acquisition and cost per lead and ROAS, which is a return on ad spend. This is in the phase 3, this is the phase that we are going to be always in and it's not like you do this once, you kind of just move around it to find more and more winning concepts and you scale more and more winning ads and that's basically how you do media buying and then there are some higher level tactics that we use, but that's basically a very good description of what we do.

Three golden rules of 30-15-2 ad strategy. So, 3-4 day rule. After launching the test, we do not touch anything for a minimum 72-96 hours. The algorithm just needs time to learn.

And the 15 conversion rules. We do not evaluate the campaign until we collect a minimum of 15 events. For example, 15 sign-ups for a call, or 15 leads, or opt-ins, or new set of subscribers. In our case, it will be only leads and schedules, and sometimes it will be qualified schedules, but more on that later.

And direct communication. We do not play with, like, mysterious ads, or, like, the brand-building ads, eh, that you may see in television and things like that. We stay directly. What we offer, who is in it for?

This way, we collect clicks from people who actually want to know what they're signing up for. And there is a chance they will buy, instead of wasting clicks and ruining statistics with clickbait phases that attract unsuitable people.

Ads Problems - Solutions Framework

Fit 8/10, teaching quality 7/10 · 13.4 min of video · Advanced Traffic Strategies

In one line: Diagnose and fix ad funnel problems using a step-by-step checklist with specific metrics for each stage.

Weakness: Lacks examples from own campaigns; somewhat generic despite numbers.

Ads Problem Solution Framework When you're scaling your business on paid ads, you will run into issues. All those problems are solvable with the right approach and a process. The only few problems that we can have, and if we diagnose them properly, which we will in this doc, it will be way easier for us to find a solution. Problem that you will have number one, and this can be again, we come up with the BRICS analogy.

So we want to solve them in order. If this one is good, like if the RCTA is good, don't look at this one as a, as a problem. But if it is, well, we got to fix it. So we want click-through rate, unique click-through rate on our ads to be above 2%, right?

I'll show you where you can find it. So if you go to through your ads manager. I'm, I'm here, like the empty ads manager that I have. And if we go to unique, don't be afraid of this, it's fine, just read it slowly.

Unique outbound click-through rate, unique outbound click, boom, this here, link click-through rate, unique outbound click-through rate should to be true. If we don't have it, we have to make better hooks, research competition in your niche, and hooks outside of it to find it, and test more and better ads. This is kind of a kicker, but if people are not clicking off from your ad, or they're not watching your ad, or your CPM is too high, basically it's not a good ad. So you have to watch a hook of it, check it change the hook, change the promise, change the starting of it and the middle of it, and then that should fix it.

CTA is usually not the issue. Problem number two. Your cost per lead is too high. Well, you want it to be between $3 and $30, depending on the offer that you're running.

If you're running something for consumers, their attention is cheaper. If you're running something for businesses, for business owners, it's $25. Or for offers that fundamentally are for smaller niche, it will be on the higher end. So don't worry if it's like $25.

Right now, our cost per lead is like $35 and we're doing very well. So it's not a hard rule. But in general, the more cheaper leads you have, the better. So solutions.

Improve your creativity, improve your creed, creativity, improve your creed, which is an ad. Improve your middle of the ad and make it more engaging. Make it stay longer in the ad. That will make the CPM lower, which will decrease your cost per lead.

Improve your offer in the video and in the landing page. Improve your positioning and mechanism. Right, so like, your credibility, your explanation of what you do, more on that in our offers. Improve your training and make the ad more to the point or entertaining.

Right, you have to either make it really short, like, this is what it is, or focus on the engagement and make it, like, really funny, so it doesn't feel like an ad. And make your CPA in the ad more compelling, so go to this next page, not to, like, learn more, but go to this next page and learn exactly and get the report and get the statistics. Step-by-step guide, things like that. See if your credibility is good enough compared to your competition, right, maybe you're promising, like, hey, like, you made, like, 100k online and you want to teach people how to make 10k per month.

That's not really good enough, you know, to teach people that because your competition is so much more experienced. So it's just harder, but you can change your niche, change your positioning to, eh, to fit that, your expertise. Problem number three, your opt-in rate is too low. We want your opt-in rate to be above 15% if you're asking for email, phone number, and a name, right, opt-in, opt-in rate is the percentage of people that go to your landing page and turn into leads, right, and we want your opt-in rate for, on just asking an email, on ads, it will be 20%, right, this is on ads specifically, if that's on organic, well then, all of those stats are like, they, like, there's no outbounders and all this, and the opt-in rate is way lower, right, okay, so solution, change the headline, split test until it works, pretty simple, like, split test is a, you just run traffic to one page, see the difference, and then run traffic to the second page and see the other, see the difference in performance in those two, check page load speed, so type in Google, like, page load check, page load checker, and put your page there, that should give you a time, if it's above, like, a second, then that is an issue, and review the design, so does your sales page follow, does your landing page follow the best practices for relatively short headlines?

Everything above the fold, in terms of a button, and do we have a picture, if we don't have it, do we state credibility, do we have a nice footer, does the page look professional, and the fonts make sense, and the sizes of fonts make sense, I'm not gonna go into detail, but like, you will go into the detail in the program, in the part of the training, where how to build a font, so that should help, and then make your benefits clear, like, why should they care, pretty much, and next, problem 4, booking rate is too low, so we're getting leads, and we're getting good click-through rate, good opt-in rate, and now, if people are not booking, so we wanted the booking rate on the VSL page to be above 10%, well, make your VSL button, right, align it more with the other parts of the funnel, make your explanations simpler, does your whole form a line like this. The ad headline on the start of the VSL, right, is like, make 10k per month on an ad, make 10k per month in the landing page, make 10k per month in the VSL, that makes sense, if it's like, make 10k, make 8k, and like, achieve financial freedom, that's different, how to pick one of the leads, how to pick one of the leads from the template, right, how, do you have a guarantee? Did you pick one of the leads in terms of, like, start of the, of the VSL? Do you have a guarantee?

Does your explanation make sense to your avatar? Like, does it, like, make, like, you explain it to them, and they're like, oh, I get it, or no, well, check that. Is your mechanism actually unique, right? If we're teaching something relatively basic, like an MeToo offer, that could be an issue.

And a lot of the times, it's more about how you write it than the actual, like, what it is, because fundamentally, we are selling similar things, so it doesn't need to be that complex. Now, problem number five, cost per booked call is too high, so it should be around, like, $60 to $250, depending on your offer, again, but if it's too high, even though all our metrics look good, well, what should we do? Well, we should do all the above, right? But if we still don't get it, you can do setting, which there's more training on that later, appointment setting, which is you reach out to leads and set them, right, you call them, and you improve this metric here by you proactively reaching out to people, emailing people that opted in, or booked, or partially submitted a form, and we reach out to them, and that's how we get the cost per booked call.

Bye for now. Next one, show up rate is too low. So, a show up rate, so how many people show up to a call from people that booked? Well, it should be around 60-80%.

If it's below that, few simple solutions, and I can record like a 2 hour training on each of those parts, especially the show up rate, but simple solutions are pretty cool sequence, right, so, So, series of emails that you have a training on in your, in the AI part, on how to get people to show up, to care about the thing, confirming the bookings via text, right, it's like, Hey, hey Johnny, this is Victor from Content Growth Engine, we will talk about X, Y, and Z, what they put in the form, and can you confirm our meeting at 2pm Eastern today? Yes. Perfect, if not, like, bumping it up, following up, stuff like that, and again, giving them a reason to show up, if they really want to show up, they will show up, so, that's kind of like a, like a very strong group, we have to create a confirming argument and let them know that this is something really important, and also, that can include, like, things on the thank you page, the best practices on that, things like that. Next, problem number 7, the offer rate is too low, so, the offer rate, so, the amount of people that you offer from everybody that you speak to, so, this should be about 80% or more, right?

Next, the solution is that, if it's not the case, we're not really offering people, one, is that we can just offer it to anybody that can buy, don't judge people too harshly, like, a lot of tasks, and be like, oh, this will be not the best plan, this is whatever, whatever, it's like, if they're here, they went through all of these steps, we should offer them, maybe they'll buy, and, like, what's the worst that can happen? We, this is, especially when you're starting out, like, right now, at RSK, we want to work with people that, like, we have a good percentage of them continuing with the program, are standing and working with us for a long time and succeeding, but when you're starting out, you don't really know who is a good person to work with you or not, like, we had some assumptions at the start that we changed over time, and you don't know until you, like, you really start working with clients. Solutions, another one is qualify people more in forms before the call, so you can be like, if they don't have any money, that is one of the ways to disqualify them, or if they don't have a problem you can solve, well, that's, that's like, why are we talking. Problem number eight, you went through all this, but your close rate is too low, like, it should be around 15 to 30.

Solutions, improve your sales process, hit all the outcomes you need from the sales process, even when I speak, even when I look at very sophisticated sales goals, it's always coming back to the basics, improve your thank page to pre-handle. Load objections and send in emails to pre-handle objection. Then next we do no-sales sequence, follow-ups in sales, like we just call people, hey, how is it going, re-engaging, doing strong pipeline management, and then pre-call sequences, so sending them messages about that, like, like, yeah, we have a pre-call sequence process. And problem number nine, cash collected up front is too low, so do you, They're buying, but they're buying from payment plans, things like that.

It should be 70% or above, solution, learn how to do logistics objections, eh, object, Learn how to do logistics, uh, objection handling, objection handling, eh, objection handling process, so how to negotiate the terms better, and improve your offer terms, like, for example, give incentives if they sign up for more, if they sign up, eh, up front, for example, for us, if you pay, eh, we have this program, if you pay, eh, up front, it's 5k, if you pay split pay, it's 6k, so big incentive to pay in full, well, you get more paid in full, right, and then, change your avatar, right, if you're targeting people that don't have any money, you can charge people that do have more money, and then, give incentives for moving forward faster, we already covered that, and don't go to another problem if you don't solve the previous one, or the current one that you're facing, so, don't go to, like, oh, my close rate is too low, but, like, your cost per booked call is, like, 300 dollars, that will not solve the core issue, and you will fundamentally waste your time, and you can have multiple problems in your business, but you always just have one bottleneck in your funnel that's stopping you from actually scaling. So, if you're doing all of this for at least 60 days actively, that means, like, every week, you're attempting, you're starting on Monday, or Saturday, or Sunday, whatever, and saying to yourself, hey, I'll fix this problem this week, you try, and still not working, for 60 days, right, you have a problem with product market fitch, which people don't want what you're selling, which is really hard realization to do, but you fundamentally have to come up to the top, and change, like, your offer, and your angle, and maybe your avatar, which is very hard, but you really can do it, and it's not as bad as it is, and I would say, like, 8 out of 10 times, if we follow this process, like this, I think it's like 8 to, like, 8 to 9 steps, it works, but if you're still trying, and doesn't connect, then maybe it's time to do the offer creation one more time, and then try it again, and I'm telling you, this is the way, all the best marketers, I've made millions using this process, and coming up with such a simple free paid framework, took me plenty of pretty much all my experience to come to something as simple as that, so, treat it as it would be the dog that you can use to solve almost any ad problems, because really it is relatively straightforward, but you have to solve the problem in front of you, not to move to anything else, and diagnose it properly. So, if you have any questions about it, let this is quite, this is quite like, eh, eh, eh, important training, contact your, eh, CSM, and they will be able to assist you.

If You Already Have A Business

Fit 8/10, teaching quality 6/10 · 3.2 min of video · #1 Niche 2.0 Selection System

In one line: Track which video types drive sales, not just views, and deeply know your customer avatar.

Weakness: Thin on repeatable steps; more principle than procedure.

All right so this is the section where we're going to talk about what to do if you already have a business so this is of course for the niche selection section what i really want you to pay attention to is the personality dials i'm going to make this very quick this is in you know basically the first section the niche selection and also pay particular attention to which videos get views news. But also make sure you track which videos make sales. For instance how to's and opinion based listical videos tend to be really good for selling high ticket products to a sophisticated audience. This interview.

Interviews and testimonial videos tend to not get very many views whereas you know how to's and opinion based listicals generally do. However interviews and testimonial videos get a ton of sales. So you might only get like 2,000 views on these types of videos and you might end up making like 20, 30, 40 maybe 50,000 dollars for the sales depending on your offer. Now uhh another uhh thing you want to do is pay particular attention to your customer avatar as well as the demographics and psychographics of your audience.

So uhh this is so key when it comes to actually making more money. This is This is how channels that have a few thousand subscribers make more money than channels with millions. Millions of subscribers in many cases. A good test for this is would you be able to write a diary entry in the typical day of your one of your customers like your ideal customer avatar.

If not you don't know your customer avatar. So no matter how good you think you, your, your niches, no matter how dialed in you think it is you know you think you have a great product market fit. Umm you want to keep dialing in exactly who your ideal customer is. For instance one client I work with sells coaching programs and supplements to older men that want to get in shape who are typically dats.

One topic that did very well for him was talking about testosterone and specifically testosterone replacement therapy or TRT. Even though that's not even a part of his coaching program, right? Like I'll repeat that. It's not a part of his coaching program yet it's still brought in a ton of views and in the end sales.

Because this is something that is odd. The audience was very interested and the only reason he knew this is because he has a deep understanding of his audiences' psychographics. So I'm going to cover the topic of product market fit in a later section in more detail but 99% of businesses This is Kim. And still improve on product market fit even if you're making six figures a month.

This is something that you should always be dialing in and improving and should factor into your content strategy, the types of videos you make, your marketing, your sales, your product, your team, everything.

Sales Call Script

Fit 8/10, teaching quality 6/10 · 16.0 min of video · Creating High Ticket Funnel

In one line: A structured sales call script with phases: connect, problem awareness, solution presentation, and commitment.

Weakness: Repetitive examples; lacks worked demo of a live call.

Sales calls scripting. We want to use a script, because even the best people in the world, the best sales people, the best sales teams in the world, still use scripts. And just like actors, we want to master the script, so we don't sound scripted. If you love movies, you will know what I mean, that actors read from the lines, it is pre-written, and they don't improvise.

They just make it seem natural. With that being said, some mental notes as we prepare for walking through the sales script, and especially focus on my energy, on my delivery, on each of those questions. And remember our training about what to get out of each phase, because the questions don't matter. What matters is the energy and the answers we need to get out of from each stage.

Because the questions are just giving us the answers. The questions, as I will show you in a second, are very good and will be very helpful for you. But one of the great exercises is just to try to get the answers with as few questions as humanly possible. That's what we will try to get to.

Before we get into things, a little bit of a pre-workout. Pre-call preparation. And you can go to this file and make a copy of it, because you will customize it a little bit for yourself, for your own offer. And read it as you are getting book calls with potential clients.

So, pre-call prep. Getting the pickstack. Release all attachment to the yes. And put all attachment into accurate diagnosis.

Loot all emotional baggage from the day of previous call. Be tranquil and focused. Be extremely pleasant. And be like a doctor.

Where is the pain? Do I have something that will help? The entire call is just finding the goal, finding the pain, not a problem, but a pain, and then providing a solution. Right?

Very basic. So, and remember, bring power and authority to each conversation. You can't help people if they don't need it. Take it seriously.

With each call, you have potential to change somebody's life and their family for good. So it's your responsibility to rip them off the tracks of destruction if the program or the product that you're selling is in their best interest. With the certain conviction as if they were a full steam locomotive charging toward them, that will utterly decimate them if they don't follow your advice. With that being said, let's start the connecting phase.

So, hey, John, this is just Victor from whatever your company is. How are you? Right, so let's say, hey, John, this is just Victor from Content Growth Engine. How are you doing?

Hey, we scheduled for an hour about possibly helping you growing or starting your YouTube channel. So the main focus of this call is for us to learn a little bit more about what you're looking to achieve, to see if, or, if Content Growth Engine is a good fit, or, we can deliver it differently, to see if growing on YouTube is a good fit for you. As much as we want to help everybody, like, YouTube isn't for everyone. So before our meeting, So, next is, okay, what was it that got your interest and brought us to the call today?

And what is it, I guess, that stood out to you in that video that brought us to the call today? Okay, and why would you like to start with posting content, with trading? Why would you like to start with posting content? What would you like content to be?

Help you with? Those are all the great questions that will get us the answers that we need. As you will see in the script, I gave quite a lot of examples, so that you see that it really is interchangeable in most cases. So, Situation, Phase, Variable.

Okay, and, and, uh, remind me, what do you do for work at the moment? When is I keeping you busy? So, they said we want to, like, grow on YouTube. Okay, perfect.

So, uh, what would you like to create your videos about? Okay, and what have you been doing to grow on YouTube? Right? Okay, and how long have you been wanting to grow, to grow?

Okay, and I'm curious, like, like, what got you into creating content in the first place? And are you on your own, or do you currently have a partner? Problem awareness. Eh, so, I mean, do you, do you like the approach that you've been doing?

Do you like your progress on YouTube currently? Oh, yeah, I like it. Okay, what do you like about it? Well, cool.

Well, sounds to me like things are going fairly well for you. Is there anything you would change about, like, like the process, or like the, like the speed of results, or anything else, if you could? Or, simpler, okay, sounds like things are going fairly well for you. Is there anything you would change in it?

Keeping it really simple. Eh, now, okay, if they say no to do you like questions, which is like, uhm, not really, like, no, I don't really like it. Oh, damn, man, like, why is that? What don't you like about it?

Okay, and side. Aside from maybe hoping to get faster growth, is there anything else you would change about your strategy or the results? I wish the results would be better. What do you mean by that, better?

Can you Okay, and you posting for three years without getting much progress, like, like, That's that. Has that had an impact on the business, if they speak about business? If they speak about, like, their personal life, we would be like, and if anything has, has that had an impact on you? In what way?

That's how you want to do it. Okay, and just so I see the rationale why you may be looking to create content rather than just like just doubling down on your real estate business you've been working on, let's say. Okay, so before speaking with me, were you looking for ways to grow with content so that you could spend more time with your family and make money from your passion? How did it work with that company?

How, like, what are the results? Okay, what do you think was, like, the, the, like, what do you, what do you think helped you back from having the success with that strategy? Uh, okay, well, I guess, I guess what prevented you from doing something in the past? If, if they say yes, but, like, there wasn't really much action, right?

Okay, and what prevented you from going with them? What, what was, like, missing in their offering or, like, maybe in their support? Perfect answers for those, right? Okay, and then solution awareness.

Let's do this. To see if what we're doing would actually work for you, let's say me and you would map out the perfect program for you to grow on YouTube and create that passive income. What sort of training or support do you feel you might need to get there? If you had the training, like, like, what would be your, and here you put the results that you're leaning into, what would be, like, your, uh, you know, the life you want to live?

What would be, like, the, uhm, like, the income you wanna, you wanna create? Stuff like that here, right? Okay, and how big of a jump it is for how much you're making right now? That would be the double?

Triple? Or that would be just, just what we're doing right now? Now, but maybe over the last work, right? Like, you ask all those questions.

So let's say we're able to help you get to $20,000 per month, like, what would, what would that do for you personally, though? Right? Maybe if you feel uncomfortable asking that question, it can be, like, and let's say we're able to, you know, do it. What are some of, like, your, your intangible motivations for doing for that?

Because I'm telling you, I'm telling you, like, it's going to be quite a bit of work to get there. I, I know because I've been there. Like, I, I went through that process and it's not easy, but it's definitely worth it. It's how most great things in life.

So what are some things that maybe you would use that money for? Okay. And how does it look like? How long have you been like, like dreaming about it?

My all great questions to go through to get the answers that would enable us to go from one section to another. Okay. And as much as we want to like dream about those things and put it there, like, like with what you're doing right now, like how close are you to actually making that $20,000 with the skill set that you have right now? Time for a change, possibly.

Okay, and like how long it would take you to stay with the same skill set you're at and in doing it at your current approach. Okay, well, and what if we don't do anything about it? Like, like most people would do nothing. Like what happens if the next two, three years go like the, like the previous ones?

Okay, well, perfect. So, uhm, so, based on what you told me, what we're doing may work for you because you know how you said that right now your goal is to, you know, to start producing the income, true content, and create that, that passive income just as you said. So with your permission, I would love to walk you through how to how it would work. Would you like me to show you how we can work together?

Yes. Perfect. And then you go into the presentation. So that's basically how we want to conduct that.

Remember, it doesn't matter what I said in each section, right? Those are questions are really helpful and you will get from your coach or maybe you get here inspirations for those things. But the most important thing is what we need to get out of each section without assuming anything about the person and really listen so that we get those real answers. Regarding the consequence here, the consequence section, we want to just ask one or two and then here, are you willing to settle for that?

Why not? Most people do. That's why I'm asking. Okay, well, perfect.

Well, why is that so important to you? Why is that so important for you now, though? Why not just do it later, like everybody else? Okay, perfect.

So that's how you want to, like, deliver it and do it. Don't overdo it if you feel uncomfortable. Start with just, uh, we'll start with, uh, just going through the rest of the script and then over time, you will work toward creating the consequence. Next, we want to go to a presentation.

You will create your presentation to put here. With that being said, I will tell you how to deliver it right now. Okay, so when it comes to, you know, creating that income of $20,000 using content, the program that will be best for you is a content growth engine. The program costs $10,000 and for this, you get an in-depth training and support that covers how to get to $20,000 through our three pillars.

Pillar number one is skill development. We're going to focus on developing your skills because here's the thing. In order for you to create the income, you must have the right skills in order to know how this business actually works and how to make videos that will pop up. So for this, Shane has created an in-depth training program that teaches you the skills and everything you need to be a skilled and successful content creator.

Here's an example from somebody else. And the reason why we do it is you're not wasting time. And I just follow the same process as everybody else that allow them to leave their nine to fives, maybe a casino like case study pages and start a business that pays you well and offer them a schedule freedom that you mentioned you wanted. So we kind of tie it back to what they said.

What are your priorities? What are on that? It's like, cool, whatever. Like, it's not like that.

Prelim number two, setting things up. When I say setting things up, what I really mean is assembling a business that hits your income goals and your scheduling needs. Most people get stuck here because the internet is massive and it's easy to get lost and overwhelmed finding the right tools or products to sell. So instead, we help you get total clarity what are the best products to sell and then we personally provide all the tools you need to launch your business.

And the reason why we do it is so you're able to crash your sales right away so that you can start planning how to leave your job and so that you can spend the time with family and work while traveling. Right here, probably if it's for the content offer, I would change it to how to pick video ideas and packaging. Same principle applies. Any questions to it?

Perfect, okay. So, pillar number three is scaling apps. So, once you start getting views, our number one priority is scaling your business as quickly as possible so you can start monetizing. Because it's, we're not, we're not just entertainers, we are business owners.

I said that what we teach inside the program, you have, six months access to our team for weekly Q&A calls and one-on-one calls inside of our, inside of our program. Our best students make $100,000, $300,000 per month and we want to make sure that you get there, right? We want to make sure that you get there. Or, for example, I would say here, our average student makes $10,000 per month, right?

Depending on what type of offer, what type of person I'm selling and, of course, what is the average, right? And this is to prevent you from getting stuck, feeling lost, or giving into that that comes from learning anything new. The best at everything have coaches and we are here, like, we are here, are your coaches and keeping you on the straight and narrow path that we already laid out for you to hit that goals. Does that make sense for you?

Okay, then committing questions. So the process that I laid out here around creating content and monetizing it. Any questions about it? Do you feel like if you tried it, it made work for you?

Why do you think like it would, though? Okay, well, I don't have anything else to run through with you. Really, the next steps will be to organize an investment. You can do it today over the call.

all. We'll see Once it clears, from there, I'll walk you through the onboarding to make sure everything lands in your hands, so that you can start building toward those calls, and we will walk you through the next, next steps Would that be a good next step? So how would you like to proceed from here? Okay, and then, if needed, we can talk about the price, right?

Okay, and this $10,000 for the program. Is this something that fits within your budget? Yes? Yes?

We send the payment link, and then we try to find a plan that works for them. If we can't find it, then we go to our objection handling process, and we should be able to get them, and of course, only 20 to sometimes 40% of people close, and 60 to plus percent of people never close, so it's fine. Most people aren't gonna buy, and there's nothing we can do about it. All we can do is execute the process at the highest level possible, and then see what happens.

So that's basically the process. If you have any questions, please talk to your coaches. We try to get payments on the call. We send the links, we get them to fill out the information, and we get them commitment as fast as possible.

If you're selling something to B2C, to consumers, not to businesses, we really should try to get the commitment with as many people as possible on the call. We don't need to wait, like, one or two weeks to get the approval from the board, things like that. It's just one decision maker, and that is mostly it.

High Ticket Products

Fit 8/10, teaching quality 5/10 · 21.5 min of video · #7 The Cash Code System

In one line: High-ticket coaching/consulting monetization is best for educational niche channels, even for beginners.

Weakness: Mostly generic advice; lacks concrete steps or real data examples.

Alright, so now we're going to talk about one of my favorite subjects, which is high-ticket products. So, these are going to be comprised of coaching, consulting, and services. And for educational channels, this is my favorite way of monetizing, okay? It's, it's without a doubt the best way of monetizing for most people.

As long as you're serious about treating your YouTube channel like a business, and you have an educational channel, okay? So if you're serious about those two things, this is almost without a doubt the best monetization method. And you know, I can back that up with data, I can back it up with evidence, I've met tons and tons of YouTubers, I've met YouTubers that have millions of followers that are broke, I've met YouTubers that have thousands of followers and they sell a high ticket product, and they're making a million plus dollars a year, right? So, without a doubt, in my opinion, this is the best monetization method, uhm, another thing that's beautiful about it is you can literally start making money before you even get to a thousand subscribers, and many people do, right?

So if you find a painful problem where, you know, you've, there's real people with a real problem that have real money, so aka, you've got a good niche, and then if you follow the steps and you're, you know, make, finding video ideas that people are starving to hear about, and then you're promoting a high-ticket product, you're gonna make money, okay? You're gonna make money. In fact, you're gonna make money before you get to a thousand subscribers, okay? It's just that simple.

So, let's talk about coaching and consulting. So, they're essentially the same thing, it kind of just depends on who your customer is. So, if your customer is an individual who uhm like just a person, like a normal person, you're probably gonna call it coaching. And if your customer is a corporation or a company, you're probably gonna call it consulting.

But other than that, they're essentially the same thing. Uhm, you're essentially helping someone to solve their problem and get what they want with a done-with-you solution. So, you've got done-with-you, so you've got you've got three different types of solution. There's, there's do-it-yourself, which is like an online course, and you know, you just sell them the course and they essentially do everything themselves.

It's highly automated, there's basically nothing that you have to do. Uhm, you know, that's the beautiful thing about those. But typically, it's very, very difficult to sell those as a high-ticket product, and so most people don't do that. Then you've got done-with-you, which is where you probably have a course component, but at the same time, you also have a component where, you know, you're jumping on calls with them, you're doing live-streams, you're helping them implement things, you're probably hiring people to help them out as well once you're ready to build a team, and that is still relatively scalable because you can hire other people to do many of those tasks for you, um, and it also tends to get just much, much better results for your clients, right?

So, a lot of coaching programs have over 50% success rate, the good ones have like an over 80% success rate, um, you know, we're very picky. about who we work with, so our success rate is very high, um, whereas courses, uh, if you're not interacting with people, if there's not like an interactive component to it, it's just, has a very low success rate, and even if you have a great course, you could have the absolute best information in the world, um, you're really good at presenting it in an engaging way, and the truth is, most people just simply don't finish courses, and therefore, most people do not get success. I know courses out there that are really good, that only have like a 2% success rate. Many courses out there, less than 10% of people, you can actually look at your analytics to see like who is actually finishing the course, and less than 10% of people will even finish the course.

So if they're not consuming the information, they're definitely not taking action on the information, right? And this is kind of the issue with courses, and I, I personally don't like that, because I like to think that I'm giving value to people, and with courses a lot of the time you're not, because you're not getting people results. And so then you've got the third solution, which is done for you, and this is what we're going to talk about here, and this is where you're basically like doing the thing for them. So in all three situations they've got a problem, and you're solving the problem in three different ways.

Uhm, the course thing can work really well if you're solving a very simple problem, right? You're solving a problem that they can fix quickly and simply. The course solution can work. I've taken a lot of good courses, uhm, but the truth is like if you're solving a complicated problem, like help, like an A to Z solution, where you're helping people do something that's difficult, the courses are almost never going to get results.

So, uhm. Basically, coaching and consulting is usually a done-with-you solution. Now, we're going to get to a little bit later on kind of the hybrid component of it because there's a lot of offers out there that are actually hybrid, so some of it is do-it-yourself some of it's done-with-you, and some of it is done-for-you, and we'll talk about that later on. So, let's get to services really quickly.

So, a service is where you're just solving the problem for them. So, an example of this would be, let's say you're helping people get an IT job, right? There could be a course where you tell them the steps to getting an IT job. So, the information that they need to know in order to actually, you know, do the job, um, the information that they need to know in order to get the job, um, you know, how-your resume, your portfolio, how to apply, where to apply, um, that kind of thing, then that would be like a do-it-yourself solution.

A done-with-you solution would be you still have that course component, but at the same time you're also maybe jumping on calls with them to help them do mock interviews. Right? Maybe you are, you know, jumping on other calls with them, doing live streams, for instance, to help them write their resume. Uh, that kind of thing.

So that would be a done-with-you component where you're either doing it yourself, um, help jumping on those calls and those live streams, or you're hiring somebody to do it for them. And then a done-for-you type solution would be you're literally writing their resume for them and maybe you're, like, building their portfolio for them, and maybe even you're applying to jobs for them as well. So that would be more of a done-for-you type solution. Right?

And then, really, the thing about services is they're, it's just a massive headache, and they're an extremely stressful business model, and another thing about services is they typically are not scalable. Businesses, even if you have really good operations, usually they max out at a relatively, like a great number. Don't get me wrong, you can still make millions of dollars a year with a service-based business, but it's not scalable. It's going to be a huge, just massive headache.

Every day you're going to be stressed. I'm telling you right now, the most stressed out entrepreneurs I meet always run agencies, okay? And they always do service-based business models, because delivery on service-based business models is unbelievably stressful. I've done it myself.

It's extremely stressful and it's not scalable. So out of the two, I prefer coaching and consulting. Um, I just think it's, it's more scalable. It's less stressful.

Um, you know, it's just a better experience for almost everyone involved. But there's a third option, which is hybrid. And hybrid is usually kind of like, it's like a hybrid between the service and the coaching consulting model. As well as sometimes courses, because almost all of them are going to have like a course component to them.

You know, just giving people information that they need to know, and just having them do it themselves. And this is getting more and more common. The things you can productize, a.k.a. hire people to reliably do the work for you, or automate it somehow.

Productize, so that's done for you. The things you, and also you want to consider what would be most valuable to your client, and what they're likely to kind of mess up on as well. Whereas, you know, things that you know they're going to mess up on a lot, if they try to do, you know, do it yourself or done with you. You would maybe want to consider doing done for you, right?

And you productize that. Now the things you can't productize, you do coaching and consulting, which is done with you. Uhm, and the stuff that you can't do for them, and you can't coach them on, you make an into a course component, so do it yourself. And you may also add kind of like a group component in there, as well as some people even add like a software component.

So they make their own software to make the clients, uhm, uh, you know, solving the clients problems easier for So an example of a hybrid business model, again going back to that IT example, would be you have a course that tells them everything that they should do, so that's the do-it-yourself component. With done with you, you, uhm, would maybe, let's just say, get on calls and like help them write their resume, get on calls and help them make their portfolio, uhm, get on calls and answer any questions about outreach and that kind of thing, uhm, you know. And, or, or let's just say scratch that, scratch that. Let's say, uh, with the done with you part, you would get on calls and help them with interviews, because interviews you can't do for them, right?

You can't interview for them, and so that has to be done with you, right? Um, but you could get on mock interview calls with them, and you could, you know, jump on those calls, really help them get prepared for the interview, ask them a bunch of questions that they might, you know, receive in the interview, and just make sure that they're really confident. And then the done for you component could be maybe you help them, like you basically create their resume for them, um, you apply to the jobs for them, and maybe even you create their portfolio for them. Um, the portfolio might be more of a done, done with you type of thing, but I think you get my, my point here.

So that would be hybrid, because part of it is do it yourself, part of it is done with you, and then part of it is done for you. And this is, um, this is more and more common, and basically you just create the best possible offer for the client, as well as the best possible offer in terms of, in terms of scalability of your business, and you charge a lot for that, right? So you can charge a lot for a hybrid format, because you're basically just giving them the best possible solution that they can have, right? So most people think beginners shouldn't do high ticket offers, and they should do low ticket digital products or medium ticket offers.

I completely disagree. I completely disagree. I think that high ticket service or coaching offers, or hybrid, is the best offer for a beginner to start. Why?

Because you only need to like one client per month to make a full-time income in many cases. Whereas with other products, you might have to sell dozens or even hundreds of clients in order to make a full-time income, and there's no other business monetization model where I've seen total beginners go from making no money to making 10-30k per month as fast as creating a high-ticket product. And that's why I'm going to be focusing on high-ticket product creation uhm when I'm a beginner. And if you don't believe me, just look at this data I collected from a bunch of different YouTube channels that revealed their income in a YouTube video or podcast.

I'm not going to go over this data too much, but you can look at it here. You can see the total revenue per 1000 views. You can see their revenue per month. And you can see the product type.

And then another thing that's kind of interesting is whether it's mass market or niche. But you see the ones that are doing high ticket don't have to get that many views, and yet they're still absolutely crushing it. They're making like a mil a month, right, with 113k. views per month, right.

That's absolutely nuts, right. So, that means they're making like about 7,000 dollars per uhm 1,000 views, which is just bananas. Then you look at guys that are doing like medium ticket. That are you know low ticket stuff and they're making like 45 dollars per 1,000 views or 28 dollars per 1,000 views, right.

It's just a massive difference and so you can see here why even as a beginner YouTuber you haven't even uhm you know gotten any of that views. You might not even be 1,000 subscribers yet. You can make money with this because all you have to do is sell one person, you know, one person per month and you can make really good money in many of these cases. So uhm there's no other business model where I I've seen beginners go from 0 to 10 to 30k per month as fast as creating a high ticket product.

There's nothing else. Uhm, and if, yeah. So look at the total revenue for 1,000 views on that sheet, study that sheet a little bit, check out the channels. Uhm, you know, the best channel for low to medium ticket is like 200 to 250 and the absolute worst channel for high ticket is 366 dollars per 1,000 views.

And many of them are over 1,000 dollars per 1,000 views. Uhm. High ticket absolutely dominates any other kind of monetization with the exception of software. You make a SaaS product, that can be high ticket, but making a SaaS product is not something that most people can do.

It's not something that most people would want to do. Uhm, it's very, very difficult. It's very complicated, uhm, you have to have a lot of technical knowledge, you have to hire developers, just don't, don't go down that route. For, for 99% of people that's not the route you should go.

And even if that is the route you should go, you shouldn't do it first, right? Uhm, so yeah, another great thing about HiTicket is once you, you know, get good at selling people, you can basically get good at delivering to them, of course, and then you can create like, uhm, a relatively automated product. You can hire people to take care of a lot of the delivery for you. You can make more with a HiTicket, even if you have a tiny channel, than you can make with a low ticket and a massive channel.

It's, it's just that simple. Like, it's a, it's a no-brainer. It's a-brainer choice, okay? As long as you can, you're in a niche where you can buy HiTicket products, which is 95% of educational YouTubers are in that niche, um, this is going to be the choice for you.

Now, an exception to this would be, let's say you teach English to a, um, foreign audience. People who are from, like, third-world countries, well, people who are from third-world countries can't afford $5,000 HiTicket products, right? Um, so in that case, you'd probably go with, like, low-ticket, medium-ticket, that kind of thing. Um, HiTicket is also easier.

It's easier to scale. In fact, uh, it's almost impossible to scale low- and medium-ticket products unless you have, like, perfect product-market fit, or you're a marketing god, right? Um, that's another thing about HiTicket, is you don't don't need to be that skilled to make sales from HiTicket. Like, it, you really don't.

And another thing that a lot of people don't realize is it's almost as easy to make sales from HiTicket as it is from low- or medium-ticket. But the problem with low- or medium-ticket is you have to make, like, tens or even hundreds. hundreds of sales to equal the same amount as one HiTicket sale. Okay?

So, does this mean you can't sell other stuff and use other monetization strategies? Of course not. I use a lot of different monetization strategies because, like, affiliate marketing for instance is amazing. Because it's just passive income.

Uhm, you know, I make well over 50k per month in passive income related profit and that doesn't even count AdSense. And when I say passive, I mean if I stopped uploading and stopped working, I would still make 50k per month for, you know, years and years and years down the line. Uhm, so yeah, SaaS is the only other business model that you could maybe make more than high ticket with, but this is not something that 99% of people can do, whereas high ticket is something that 99% of people can do. So when in doubt, just go with AdSense.

The high ticket product. So an example of someone doing this really well is Boyd Cluess. He does about $1.5 million a month teaching people how to get into a specific cybersecurity job that pays around $200k per year, which is PCI compliance. And his coaching program is $17,000.

And if you think about it, that's a great deal because colleges are charging like $100,000 and it takes 4 years. His coaching program charges $17,000 and I think it only takes like 3 or 6 months to get a job. So it's an absolute no-brainer uhm to get to go through his coaching program. Right?

It's faster, cheaper, and just better in general. And he offers a hybrid coaching slash service business where he not only trains his clients but he also will get them guaranteed interviews with companies looking to hire for this role. And honestly, most people that are really crushing it online are doing high ticket. So which one is best for you?

It really depends on your goals, your niche, the market, your customer avatar, etc. But generally speaking, 80% of you are going to be best doing some type of high ticket product, either coaching, service, or hybrid. 10% of you would be best with a low to medium ticket product. 5% of you would be best just sticking with affiliate marketing only.

A lot of you should be doing affiliate marketing, but it should be in conjunction with other things. 4% of you would be best sticking with a paid group or a community. And 1% of you would be best off creating like a SaaS or a software product. But chances are you will do multiple of the above, because it's great to diversify your streams of income, just in case something happens to one of them.

Plus, you'll you can always start with one, like affiliate marketing, and then move on to a different one, like high ticket. And many of these, uh this is actually great because you get to kind of test out different types of products, see what your audience actually wants, and then when you find one that outperforms all the other ones, your audience clearly wants that thing. You can make your own product that's very similar to that, and then sell it high ticket, right? So they actually synergize with each other.

Um, and then many other types of models synergize with each other as well. So for instance, high ticket products and group memberships. They work incredibly good together. So you have a low ticket.

group membership. Maybe it's like 50 bucks a month. You get people into a group. You give them a great experience and you're like, hey, if you want to work with me and my team and get more hands on help, then go ahead and sign up for this high ticket product, right?

It's that simple. It works really well. If you want to be successful with low and mid ticket products, you're going to have to get a lot of views, which probably means you're going to have to make mass market or broad audience content, um, that appeals to a wider audience and mass market broad audience content takes a lot more skill to make, is much harder to make, and you have to have really good marketing on the back end as well. Um, sales page on point, email marketing on point, upsells on point, tracking on point, etc.

Whereas with high ticket products, it is incredibly easy to start getting sales. You don't have to have great marketing skills. You don't have to have insane tracking skills, and, and delivery skills, and upsells, and all that kind of thing. A lot of the time, the person just wants to work with you.

That's the reason they sign up, is because they want to work with you. So, my recommendation for almost everyone is to make a niche channel, and sell a high-ticket product. Coaching, consulting, hybrid, service, etc, and almost everyone I've seen that crushes it right away on YouTube does this. In this training, I'll be focusing on selling high-ticket product, and that's what I advocate for and teach, as I think it's by far the most effective method of making money with a small channel, and your marketing, sales, and content creation skills don't have to be good in order to make niche content for a specific audience and then sell them a high-ticket product.

These are sophisticated buyers. They don't care about fancy editing. They don't care about dancing clowns in the background. They don't care about you writing some jokes into the script or any stuff like that.

They just don't care. Your marketing could be like level 50 out of 99 with level 50 out of 99 content creation skills and level 50 out of 99 sales skills, in fact lower and you can be an intermediate and still make a ton of money with high-ticket products. It's just that simple. You know, the only downside to a high-ticket product is you do have to get on the phone with people and you have to talk to them and, you know, ask them about their problems and then offer the solution to them, right?

And there's other ways of doing it. Some people just do it over the DMs. They don't even get on the phone with people, but the phone is the tried and true method, which I would recommend. I would recommend every beginner start with.

Uhm, and yeah, that's basically the only downside to high-ticket products. Now, that being said, having other income streams such as affiliate marketing can be great as well to diversify your income. Love affiliate marketing. It's my second favorite way of making money.

Uhm, and yeah, that's ah, that's what we're going to be talking about. We're going to be getting into high-ticket products.

Hiring A Rockstar YouTube Team (Advanced)

Fit 8/10, teaching quality 5/10 · 16.8 min of video · #9 Apex Talent System

In one line: Hire a creative director to offload video ops, then scale sales and delivery team for high-ticket offers.

Weakness: Mostly generic hiring advice; lacks specific vetting or training procedures.

Alright so this is going to be the advanced section for hiring a rockstar youtube team and this is where it gets fun guys because you've got the basics nailed right, you've got your video editor, you know you've got your thumbnail designer, maybe you even have a video editor that's doing the thumbnail design as well and then you've got your researcher and your script writer. But at some point you might want to increase the quality of your videos or make more. Videos, right? And so in that case you would probably want to hire multiple video editors.

But retention editing takes between one to two weeks per video and so for three videos per week you would need three to six editors depending on how detailed you are with the retention editing. So three editors is likely just fine but this is where you start running into new problems, okay? So you have the old problems and as you scale your team up you run into new problems. And the biggest one of these is going to be quality control, okay?

So quality control is huge, huge, huge, huge when you have multiple people on your team. Another one is managing people. And then another one is organizing the flow of videos. So basically kind of the operations component of creating a video.

So we're talking about the idea, holy trifecta, recording, editing, quality control, uploading, optimizing, analyzing, etc. And you are going to start spending 10 plus hours a week organizing the flow of videos. Managing people and doing quality control, if you want to try to do it all on your own. So originally, you know, if you tried to make three retention edited videos per week, it would probably take you like 40 hours a week to do this.

Uhm. And since you hired people, you know, you're making three really good videos, but you're still spending like 10 to 20 hours per week, uhm, you know, with those things, the, the operations, management, the uhm, quality control, etc. Uhm, and then of course, you're also still spending time coming up with video ideas too, as well as, you know, helping out people here and there, probably helping out the script writers, you know, doing a little bit here and there when it comes to kind of like the high-level strategic stuff. And this is definitely better than spending 48 hours a week on videos, but it's still not four hours a week like I do.

So how did I get to four hours a week? And how do you get to four hours a week? You hire a creative director. All right, so let's talk about creative directors.

This is a game changer for your business as you scale it, as you want to get to the point where you're not spending any time on it. Creative director will be responsible for managing and overseeing everything in the video creation process, all the way from idea inception to videos being analyzed. And you can actually have your creative director do everything other than recording the video itself. And you can even have them do this, but you know, it's not recommended because I usually recommend doing a personal brand.

So when I say everything, I mean everything other than recording the video. And. You can even train your creative director to use the icon method to come up with great ideas for you, and this is exactly what I've done. But the main responsibilities of a creative director that takes a lot of time off your shoulders are going to be overseeing the video creation process.

Managing workers, and quality control. So the operations, managing workers, and quality control. This is what makes your work go from like 10 to 20 hours a week, down to four hours a week, or even less if you can record quickly. Now note here, you only have to work four hours a week.

If you want to work more than that, you definitely can. So for instance, if you want to spend a lot of time watching YouTube, and you know, coming up with really good ideas, you definitely can do that. Other notes. The creative director can also take care of sponsorships.

This is another thing that I have my creative director do. I don't communicate with the sponsorship companies. All communication goes through my creative director. Once in a while they have to ask me questions, but it's usually not that often.

Any edits that they make to the videos, it has to go through the creative director. Often times they will actually just use AI, like an AI version of my voice, which you can check out in the technology section when it comes to automating your channel. Uhm, so usually even corrections and stuff, I don't have to do those because they just use- an AI version. Once in a while I have to jump on and do a little correction here and there, uhm, but usually it is not something I have to do.

And you can either hire someone from a first world English-speaking country, or you can find someone from the Philippines. Now, it's probably gonna be easier to hire someone from a first world English-speaking country, but you can definitely find one from the Philippines as well. So, let's talk about business stuff. Once you've got your YouTube channel rolling, and you're only having to spend four hours a week on it, it's time to shift your focus to monetization.

And there are many ways to monetize, but as talked about in other sections, my favorite way of doing this is a high ticket service, or high ticket coaching or consulting, which is basically the same thing. And these seem to be the best value for both the buyer and the seller. So both for you, as well as your clients, because you're actually going to be getting them results. Fortunately, when you begin, you can do this all on your own as well.

However, as you progress, you'll likely add people here as well, and I've seen people scale up. All the way up to over a hundred K per month without hiring anyone for the business side of things. But at some point, it will become too much. And this is when you start hiring.

So let's talk about the positions that you would hire for this customer success manager. Very similar to an account executive, which is also known as an account manager. And also very similar to an assistant coach or a director of fulfillment. So these are all like pretty similar situations, pretty similar.

What, what they do, there are. Some slight differences. So typically account managers you know, are going to work with less people and they're going to give each person more kind of like tender loving care and really just check in with each person and all that. Customer success managers can work with more people.

But they give less attention to each person, generally speaking and then account managers and account executives are essentially the same thing. And then assistant coaches, usually they are people who act in many of the same capacities as a customer success manager. A lot of the time they'll be doing live streams, they'll be working in your groups, helping people get their results and basically just teaching them the curriculum, teaching them what your philosophies are. And then director of fulfillment this would be someone who is kind of like overseeing everyone else.

So, the first thing you want to hire out is someone to take care of the delivery for you and whatever your deliverables are you want to take care of this. So, this could be a customer success manager or an account executive. Typically, account executives are for like really high-ticket stuff like masterminds or extremely high-ticket products that are like at least $15,000, sometimes even $20,000 or more. Usually 5K to 20K products typically like have a CSM.

20K plus products usually have an account executive for each purchaser and this is basically a person who is always there to answer client questions, jump on calls with them, and provide support and guidance. You could also hire an assistant coach if your niche is something that doesn't have any dedicated CSMs or AEs. And typically coaches kind of just like do live streams. They might not jump on calls with people one-on-one.

But that's not always true. People have different naming conventions, and it kind of all happens interchangeably. So basically you want help with onboarding, carrying out delivery of the product, coaching the customers, dealing with customer support, because these can be incredibly time-consuming. You can also incentivize your CSMs and AEs by giving them a certain percentage of the sale whenever they 1.

Get a testimonial, 2. Thank you. 3. Send the client to a higher-level product, or 4.

Have the client renew, so for instance, let's say there's a 3-month product, you can have the client renew for an additional 3 months, obviously they're only going to do that if they had a really good experience, and then another thing you can and I'll see you incentivize them on is getting your refund rate or chargeback rate lower as well. So, you incentivize them with 10% of each sale, and you give them 5% for a testimonial, or some good amount of money. Second, you want to start hiring remote sales closers, and we're going to get into that here in a moment. But yeah, the big thing about this CSM role is you want to incentivize it the correct way, because you really want them to hyper-focus on getting your customer's results.

Right? Getting your client's results. Uhm, you are somebody who obviously wants to get your client's results, but if you just hire some random person, they're not going to have that same gusto to get the client results unless you incentivize them. And you do that by giving them a percentage of each sale.

So when I say 10% of each sale, I don't mean the sales that come in originally, I mean once they start working with the person, if they ascend them to a higher level product, or they have the person renew for another 3 months, you give them 10% of that. So they're almost like a closer working within your business, but they are also extremely skilled, and they can help out with, they know and understand your product very well, and they can help people to get results. So second, you want to start hiring remote sales closers. So you're going to be taking all the calls up to this point, so you would want to add a sales closer to free up 20 plus hours of your time per week.

Then you're going to have to train them. Most people recommend hiring 2-3 closers at once, and then keeping the good ones, as it's hard to find and train people. You might as well train 3 at once to see who's best, and you give them 10-15% of each sale. You will almost always hire people from first world English speaking countries for this position.

Some people even give less than 10%, but honestly if you have a new offer and you want to attract good closers, 10-15% is what you want to go for. Now once you have a really good sustainable offer, you can offer less than that, and the closers will probably be okay with it because they know they're going to be getting a lot of high quality leads coming in. Appointment Setter. At this point, you're probably going to be getting more leads than you know what to do with from YouTube, and you're going to be letting a good amount of leads basically kind of just slip through the cracks.

And this is where Appointment Setters come in. They reach out to the leads and they make sure that they get on a sales call. They also answer some questions from the lead and persuade them in order to convince them to get on a call if they're on the fence. And they also respond to email inquiries, inbound DMs, and comments.

Now, there's different types of Appointment Setters. Some of them are pure DM, so they only, you know, just message back and forth with people. In that case, you could probably just hire someone from the Philippines or something like that and you'd be fine. There's Appointment Setters where they actually get on the phone with people as well.

Sometimes you can get away with hiring from the Philippines. Sometimes you'd want to hire from other countries. In that case, but basically you give them 3 to 8% of each sale and some good countries to find these positions for are going to be Central South America, India, Pakistan, or the Philippines. Next is Email List Manager or EMLM.

Email Copywriter. So at this point you're going to be growing your email list and you want to be sending messages to your list all the time. So you can hire an Email List Manager or an Email Copywriter to do this for you. They will allow you to get more leads and also more predictably fill your calendar, right?

You basically want it to have a system where you can just send out email and you basically know that your calendar is going to get filled immediately. And you can hire this position from the Philippines, Philippines or an Eastern European country. Optional hire, egenerator slash media buyer slash marketing manager. This is a position you can hire if you want to diversify your leads off of just YouTube and or get more leads or get more leads predictably.

So it's not necessary. If you're patient, you can just wait until you're getting, more leads from YouTube and your email list is growing but you can hire this position from a First World English speaking country or the Philippines or an Eastern European country and they are all really good at doing this and basically their job is to just generate leads. For you, in the media buyer's case, their job would be to actually pay for ads and then a marketing manager would kind of just be overseeing everything overseeing all of your marketing processes. Then more salespeople.

So, as you are making more money, you're going to have to hire more salespeople. Again, most people recommend you always hire two to three at a time to see who's the best. This is a pretty ruthless position from both sides of the spectrum, both from the business owner as well as the salesperson. A lot of the time, a salesperson will join a company, uhm, you'll train them up, give them some good experience, and then the moment they have a good amount of training, you've invested a lot of time into them, they're going to jump ship and go for a better opportunity.

So, unfortunately, that's just the way the industry works. And, you know, you just kind of have to deal with that, and so, you know, unfortunately it's kind of a tit-for-tat type of thing where you almost assume that people are not going to be loyal, and so therefore you hire multiple people at once and you fire them immediately if they're not doing a good job, you fire them very quickly, and then you just keep whoever's doing the best job. That's what almost always almost everyone recommends. Sales manager, sales leader, at some point you're going to need to hire someone to manage the sales people.

Monitor their KPIs and give them feedback, and this is the role of the sales manager slash sales leader. This is an invaluable position to hire for as they will be running quality control for you all the time. Once you have a team of sales people you're going to run into the same problems that you do when you have a team of sales of video editors, and that is you are going to basically spend a lot of time doing quality control. And you don't want to spend a lot of time doing quality control, so that's why you would hire a sales manager or a sales leader.

Chief Operating Officer. Officer slash operations manager slash integrator. Uhm, these are, I would say COO is kind of the highest level of these positions. Operations manager is probably kind of the lowest.

And then integrator is the word that is used by uhm by like inside of the book. Which is kind of uhm a really, really good book when it comes to managing teams. Absolutely read Traction, it's unbelievably good. Uhm, and that's the word that they use for somebody who kind of just takes care of your day-to-day stuff.

Uhm, so that you don't have to constantly be putting in putting out fires, you don't have to constantly be managing people, uhm and they just take care of a lot of that kind of thing for you. So, finally, you're going to need someone to run the whole show for you so you don't have to oversee everyone. Someone who manages everyone checks their KPIs. Holds them accountable and takes care of the day-to-day tasks, uhm and someone to do the hiring for you as well in the future.

This is where the COO OM integrator comes in again this comes from the book Traction, amazing, also Rocket Fuel goes along with the book Traction but uhm if you're going to read one of them just read Traction, uhm and these are books on hiring, building and managing a team. Highly, highly recommend this when you get around like 10 employees or so. And this is the final piece of the puzzle, excuse me, this is the final piece of the puzzle where you can finally step back and let your business make money with little to no input from you. This is Nirvana.

You now likely have a business making over 300k per month while you only have to put 4 hours a week into it. Uhm, you can hire the position from a First World English speaking country or the Philippines or Eastern European country. Uhm, and the last thing I'm just going to say is hire as needed. Many of the previous positions such as Client Success Manager and Appointment Setter may need to have multiple people in the positions as you scale.

So hire as needed. Now, the most important position out of all of these for YouTube specifically is going to be your Creative Director. Unbelievably important. You must, must, must do this once you get to a few video editors so that you're not spending all of your time doing quality control.

How to Create an Offer Step by Step

Fit 8/10, teaching quality 5/10 · 22.8 min of video · Creating High Ticket Funnel

In one line: Define your offer's unique mechanism and price at 10% of expected value for scalable, convincing high-ticket sales.

Weakness: Generic advice; lacks real screens or worked examples.

How to create an offer step-by-step? Well, in order to create something, you have to know what it is. So, an offer is what you will do for someone to help them go from their current situation to their desired situation, usually in exchange for a payment. We want to look for or create offers that are scalable and convincing, right?

The choice of your offer can determine whether your business succeeds or fails, so it's incredibly important. It's literally the most essential element of the business strategy. How to create a good offer? A good offer consists of two parts.

It can be sold to people who don't know you, right? So, basically, this can include ASCII. Old email, phone calls. It is strong enough to attract people who don't know who you are or know nothing about you.

Maybe somebody who just watched your YouTube video for the first time and they look at your website and they're like, huh, this is interesting. And if you have trouble selling your offer, you may need to create an intro offer. Basically what an intro offer is, it's a part of your offer, like, let's say this is your part of it that helps somebody get their first result either for free or get to a point of clarity to understand that they need your offer. That's why the audits, that's why the free trials do exist.

But we want to create an offer that is attractive. And two is scalable, which is, that's what it makes it hard. Just creating an offer that's, like, attractive is not as easy, but it's not as hard because it's important that you also need to make it scalable, that's why it's harder. Could you sell an offer to a hundred clients and your business wouldn't collapse?

Could you earn a million dollars per year with just this one offer? Could you build an entire business around the customer that this offer attracts? If you answer no to those questions, your offer could not be scalable enough. And also, if you have less than five clients, it is fine if your offer is not scalable.

At the start, you just kind of have to see if over the long term, if you keep doing it, would it be scalable? Let's say you would be doing, like, in-person events for people. It is scalable, right? You just have to scale it to people.

It's a little bit harder, but it is scalable. But if you were doing a lot of very custom things for clients, that's fine. That's where it can get a little bit into less scalable territory. So you want to have those two components.

And so, so then you define how you will help, because that's the part where, like, the angle on how you present it really determines the success of it. So what is a mechanism of an offer? The mechanism is simultaneous explanation of why everything in the past has failed the client and why things are different right now, right? So, so it is the thing contained within your product, course, or service that actually allows someone to receive result, right?

So if it's your own unique formula, system, algorithm, component, or element contained in your core service that delivers the result. it's simply how your product delivers the result. And it can be, it can have a proprietary name, for example, Victor's like 1000x sales system, right? You want to get 1000x more sales or something that also has to make sense.

So in this case to be like Victor 1000x more leads system, because I'm really good at marketing. So basically I know how you get like way more leads, right? Or seven step method of effective writer, or I remember there was this book, which is like seven steps to happy marriage, right? The steps or the methods, because somebody asks this out of the book is like how to have a happy marriage.

Boom. Here it is. Seven steps, right? So what do clients want to know?

Right? And like currently potential clients want to know not only what your product will do for them, relieve their pain, provide benefit, but also how to it will help. If you do not provide unique how, what your product will do for them, they will not, uh, they will go to the competition, which uses the same like old inactive method and they will compare you, right? So basically a lot of our clients already tried solutions, right?

If you sell fitness, probably the people that are watching you interested in fitness, they try different things and they are failing at it, right? That's why they are watching, keep watching. That's why the reviews keep going up because if fitness would be easy, they would do it. So you have to come up with an angle that is attractive enough.

If you tell people calories in, calories out, they will not believe you. They will be like, this is, they will believe you, but they want to know, have hope, right? Because clients already try Oh common mechanisms, like typical diets, ordinary SEO coaches, courses, general guides, and failed. When they see that what you offer is new, unique, like different in a way, they gain new hope that this time it will work.

They believe that this is different way will finally bring them to their desired result. So basically, you never want to sell exactly what others are, or at least you want to present it differently. Which brings me to next thing, which is, it must sound like something that's real, not something you invented. Right, like, I think 1000X sales system sounds like bullshit.

Like, it sounds like I invented it. But 1000X leads system, it actually could sound really good. Because I can't get you 1000X more leads. I actually could do that.

If you, you know, if your budget and the process, you will follow the process. Because for, always promote and sell your unique mechanism. Your proprietary method for achieving the result, not just working with you. You are not the mechanism, you're the result of your mechanism.

You got results with your mechanism, but, The idea of your method, of your system is made more powerful than the person. You kind of want to decouple those. That's why we create a content growth engine system. The ICON method, the MuseVideos, not Shane's method.

Right, that would be, yeah, exactly. So, how to create a unique mechanism? You know it's important, you know, like, you already picked something that's valuable. Right, and, And now you want to pick, like, how to, like, basically, how do I help those people, right?

So, how did your process? So, ask yourself a question. What is exactly the path my client takes from day one to achieving final results? Outline every step, every phase.

You can go to a course section of this course, right, like, how to outline your course, and fill this out. It should give you a really good idea. A great understanding how to think about it. What tools, what checklists, what templates, what scripts, what resources do I give at each stage?

And how I think about it is, in most cases, just as I outlined with you in the previous video, like, for example, for monetization, you need to have an offer, funnel, sales, ads, and emails. Right? Those are my five ones. And then for each of those, I have a few videos and a few, like, milestones that I want to walk you through.

Boom. In order to get there, right? There are a bunch of those things, and those are the process. And then what makes you unique?

What is my unique philosophy, a set of beliefs that underpin my approach? What do I believe that makes the rest of the market does not, right? Like, what is different about my approach? For example, we believe are the best way to make money online.

It's to sell high-ticket courses over the phone, and start with a VSL phone, because it's the simplest, uh, phone, and do it in GoHighLevel, which, like, is, like, this really amazing software that enables you to scale with just one, keeps the subscriptions really cheap, and it's pretty awesome, right? That makes us unique. And also, our icon method. So, like, when we outline to those things, we realize that icon methods would make our videos, would make our, like, YouTube creation, a crucial part of it.

It's not all of it, obviously, right? There's a lot of unique beliefs that we have, but it's something that we can market, and we can get people to do, and we'll bring them way closer to their results. And we're the only ones must client must client must follow to succeed and we're three to five things that actually generate 90% of results for my clients, right? Like, if you answer those questions, you will understand what makes you unique, and choose one of three things that are most effective or unique from your process, or ask AI to give you 20 potential names for those.

With our case, it was the icon method, right? And then step four, send those options to your Slack, Discord group, Twitter, WeChat, and Brainstorming. So putting it together, once you have it, you can fill out the magic formula, the magic persuasion formula, however we can call it. So when most people do this, right, let's say I'll do it for fitness, right?

Most people, when they want to lose weight, are trying to restrict the amount of calories that they are eating. But the problem with that, right, that's my thesis, kind of like, that's how I convince clients. It's like the problem with this is your cortisol in your blood rises, which makes it harder to lose weight because you tend to overeat and then eat later in the day. Which makes you eat more calories, right?

And the problem with this is you, uh, you feel stressed out and you don't really enjoy the process. Instead, what we do is we do something called intermittent fasting, which limits the amount of time during the day that you're eating, which enables you to eat normal meals when you do eat and still be in the caloric deficit. This is even better than, than eating less calories because you're kind of like getting benefits of both. You're able to eat full meals and lose weight.

Pretty straightforward explanation of it, but that should help you think through what makes you unique and how to depreciate yourself from the competition. And things are wrong within the current trends, right? Now we have what makes it attractive. We have what makes it unique.

Now let's pick a price. So choose the ideal price for your product. So here's a guide on pricing and justifying return on investment. Focusing on methods for pricing or your courses and services.

Two principles we'll return to. The price you charge is connected to how much client is willing to pay for the transformation. If you provide cheap, like, if you provide little transformations, you'll be charging less. Little prices.

If you want pretty big transformations, big prices. People buy something that is worth more than the money that they will pay. It's actually hard to get sales. But if you create the system, they kind of happen almost on their own.

If you cure cancer, you're going to get a lot of customers. So if you're not getting paid as much as you want, you want to solve better problems. Anyways, let's come back to the main point. The main thing.

So basically pricing principles. Expected value. The prices justify if the value the client has gained is significantly higher than the cost. Expected value is a calculation between all possible benefits.

We define it in this course as V, right, value, moved by by documented probability. Those those are benefits will be realized, that those benefits will be realized, right? For example, let's say I promise you, hey, hey, client, you will be earning 10k per month, $10,000 per month, probability, well, I'll give you a course, I have 10 client reviews, and I have a pretty strong, uh, guarantee that if you don't do, if you don't do it in three months, I'll give you your money back. And the effort from you is, you have a course, You I also give it, I also do parts of the ads, I build you ads, and we do weekly calls around that, and the time of it is, we do it for 90 days, right?

That's basically how you want to think about, like, the features of your offer. So, so, Now, with that being said, how much it will be valuable, right? So method number one is how, like, pricing method, which is one tenth of expected value. Pretty simple.

So, you take value of the result, right? So, determine how much money the client will gain through the service, or how much, like, like, the monetary value of something, right? And then you, like, let's say it will be $50,000. So, annual revenue increase for this business will be $50,000, right?

And then, like, probability I have a good track record, and I'm going to do a lot of things by myself, and the course will be really good, and there's a lot of positive word of mouth about it, so it's 80%, right? So, the expected value is $40,000, right, because $50,000 times 0.8, $40,000. And then, setting a price, it will be $4,000, pretty straightforward. And pricing in complex situations.

If achieving the result has different probabilities, let's say 5% or 5 million or 50% of economic K, then you just want to create, like, averages, right? So, let's say, like, you would do, you know, like, that is really crazy probability, and that's what we're talking about 250K. Well, very hard to sell that. You want to focus on having as high chance of profit.

So, I would much rather offer something like, hey, like, 70% or 80% you're going to get to that, than something like really massive, very low probability. It's just not really, it's just not really easy to see to sell something that way. If you have like, hey, very low chances of getting great results, not the best pitch. So, how competition affects the price?

The client will choose what gives them better internal investment. Like, duh, like, if you, especially you see that in our products and where things, people really compare things to each other. So, the courses and services have a lot of price elasticity because of things like branding and things like your personality. So, I had people that just bought because they like the way I teach.

They like, well, standpoint, they like my experience. And I think that you will face the same, like, kind of the benefits of this industry. But, if you get a lot of people that offer a similar service with a similar probability, then, you know, the client will choose a comparator. So, you have to make sure to either increase the value of the benefits or increase probability.

That's it. That's really it. So, how to, like, raise the prices? Well, you raise the prices over time as you get more and more clients.

And we'll get into, like, picking your price in a second. So, as your track record and success becomes more solid, your ability to deliver transformation grows, which directly justifies the higher price, right? And how do we choose the price? Well, we define the value and we define the probability.

So, basically, how you want to do it? For B2B, calculate, like, annual revenue increase, cost of savings, profit your service generates, and, like, be specific. At least try. And then, in business, to consumer, transfer Bye.

Transformations into monetary value, right? Like, getting a job or promotion, like, difference in annual salary, weight loss or health improvement, value, like, value in general, like, like, a good guiding principle, is, can be perceived at double the client's monthly salary. Say, you're able to, like, get a six-pack for someone, well, and, like, in three months, let's say the person's making, like, $5,000, $5,000 per month, that would be, let's say, worth $10,000, that's, that's a pretty big stretch and you probably want to do it over a year, but that is a really great way to, like, think about it, that would have to be a massive improvement, but, you know, that would be, that would be worth $10,000, maybe even as much as, as much as $20,000, so then we can put that in that probability, right? And then probability See Well, the more case studies you get, like, the first few are honestly the hardest, and then once you have, like, 3 to 20, it really doesn't really matter, and once you have over 50, like, it really doesn't matter unless the company is massive, right?

And then, uh, and then we, we multiply one by another, so let's say, again, $50,000 times 80% probability, $40,000. Value, and then we want to use the method for 10% of that, of the value, right? So, that is, uh, that is our method for assessing your price. We keep it really simple.

So, examples. Helping someone make $10,000 per month is worth around $30,000, 3 times the value. Helping someone lose weight is less valuable in monetary terms. But let's say it will be twice as monthly salary of the person you're talking to.

If somebody has a lot of money, it can be really worth for them. That's why fitness coaching for rich people is a really great niche. But, you gotta be able to market to rich people fitness, which is not hard, which is not easy. So, if it's a relationship improvement, and it's exactly what we help them with, it may be worth about twice the monthly salary of a person you're talking to.

That's it. That's why divorce lawyers can charge a lot, because they are very close to the money, they are very close to the problem, so they're able to charge way more. So, if you, if you just, if you, you just need to start with some price. It will increase over time, most likely.

It may also decrease, but I prefer to start lower than too expensive, because it's way easier to increase the price than decrease. And, I would much rather have lunch with a large number of clients and less profit than, than few with more profit at this phase of the business. Later, I would prefer to have the apples. In the start, it's nice to have more clients, because you get more testimonials, you get more, more exposure, if your service is great, you get more referrals.

So, there's a lot of benefits to it. When to increase the price? If you're closing rate, in, eh, in the case of calls with people who came for consultation, exceeds 20%, cash collected upfront exceeds 30%, and contract fulfillment rate, which is how many people finish the contract, like, like, finish paying their payment plans, exceeds 90%, you should raise your price by 10-25% every 30 client conversations until those percentages drop, right, so, that's, like, the easiest one is closed rate, if your closed rate is above, 20% consistently, 25%, like, 40%, increase the price, pretty straightforward, the price is not fixed, collect data, listen to customers, and act scientifically, not emotionally, set a price, start selling, adjust as you gain experience, and if you don't know where to start, start with 2,000 USD for consumer offers, so health, let's say. And so, like, health, relationships, and 5,000 USD for business-to-business offers, if you're doing for beginners, that is also something, something similar to that, and for 3 months, for 6 months, watch the training on overview of the models, and, like, how to think about delivery models, decide on the times, but that is a very basic, how I would think about it, how, where to start.

How to negotiate on the price. So when to use, when you're testing a new offer or facing a price resistance with someone, so let's say you, you, the first time you face that, start with a calculated price, let's say 4,000 USD for, uh, for the B2C, like, like health coaching, right? If your client cannot afford that amount, lower the price, right? While simultaneously, it's limiting the scope of services, because you don't want to be just, like, ah, I'll just do it for, like, less, right?

Because that kind of devalues you as, uh, as, like, a coach, as a, as a mentor. So you want to be like, okay, if you do this, you can either be like, okay, but you have to provide me a case study once we reach that point, right? So something in exchange, so you lower, like, you lower the price, but you get something more in exchange, or you're like, okay, but we can do a few less one-on-ones. I would much rather get something than to like remove some scope of services.

If the market repeatedly converts at $3,000, this amount can become your new price. I wouldn't recommend lowering the price a lot of the time, but that is what it is. Trial period method, when to use. When you're starting out, uh, and You need your first case study.

Or when products deliver immediate value. Right? Let's say you have a product that like somebody signs up and within the first week they can get a sale. Right?

And it's really hard for them to get a sale on their own or without their product, stuff like that. So offer the client a trial period, for example for like 30 days, to experience the value. Right? Request payment and success story after their results are achieved.

That's the that's completely fine to do at the start. A lot of people say like, don't work for free and things like that. I think if you're good and if you're, or you're starting out, it's completely fine to do it that way. And you get experience, you get money a lot of the times after, and that's really awesome.

Most people don't even have that. So data from those trials when indicated that more, what market price you should set. Split payment methods, when to use. If someone wants to work with you, but doesn't have the full amount, right?

Make sure that it's the right offer in time for transformation you're selling. Let's say you go to the end of a sales call and you're like, Hey, do you want to do it? And then they don't have them. They don't have the full, like $4,000.

You can be like, you can first, you ask for a full amount. If someone does not have the full amount, but wants to work with you, you can suggest breaking the payment into two, three or four, up to five payments. Then plan the payment dates with the client. If they still can't afford the first of like four or five solid payments, suggest a deposit, which is usually 10% of your service price.

Let's say it's $5,000 service. Then you charge $500. And start a collaboration once they got an account. So you collect the points deposit and you start the collaboration as they gather the funds.

So that's it. That's everything for this training. And in next one, we're going to put together everything that you just learned, your funnel, your offer, your delivery system, your mechanism, and you have a comprehensive offer that is scalable and valuable and ready to market. Can't wait to see you on the next one.

Sales training

Fit 8/10, teaching quality 5/10 · 10.6 min of video · Creating High Ticket Funnel

In one line: A high-ticket sales call framework: connect, discover problems, build consequence, present offer, handle objections, and close.

Weakness: Generic overview, lacks specific steps or examples.

Sales training at CGE. So here's the outline of what we are going through with our clients once they book the calls. So we have connection, we have situation, potentially we frame it. Next we have problem awareness, solution awareness, consequence, presentation, and then we try committing, and sometimes we close the deal, sometimes we need to overcome one or two of our threats.

Three objections, and then we close the deal. So basically, what is the goal of each section? So the goal of the connection phase is we pick a direction for conversation and general desire. So questions like, what, what is, I guess, stood out to you and brought us the call today?

Is there anything that you noticed in our VSS? Or in our webinars? Of course, we try to not use those words, but like, is there anything you've seen in the video that we sent over that stood out to you and brought us here? And they give us a general direction.

That's where we now, goal number one of connection stage went well. Number two is turn the focus away from you, a salesperson trying to tell them something, to them, a person with a problem. Coming for a solution. And then beginning or the end must be strong.

If we have low or no report, no, like a good vibe with a person, like really the, the call will not go as well or may turn comparator, like, like combative and we want to have a playful tone that will really help us out to not be so serious, especially at that point. Uh, section, because we want to not sound flat. If we sound flat in this section, we will need to, uh, when we do change our vibe, it will be really felt, which is a good thing. So we want to start here really fun and positive, quite fast, and then move to next sections as fast as possible.

This section is just a few minutes, but it's important. You have to get what you want out of each section, and don't get out of the section until you get those things. And get down to business. You want to, like, you want to avoid those, like, small talks or things like that.

Framing of the call. We frame the call to bring you and your counterpart on the same page. If not, sometimes they're unsure as why you're asking those questions, and they aren't really prepared. Especially when you're getting people directly from the ads, or some form of more, like, cold type of marketing.

They can be like, why are you asking those things like that? So, we, we almost always use it at the start when you're more newer to sales. With time, maybe you don't need to use it, right? And then, situation phase.

So, to find prospects, attempt toward getting to the goal. Attempt toward getting to the goal. Not the current situation, but, like, what have you been doing to lose weight, improve your marriage, improve your spirituality, things like that. And this is a segue into finding problems, because what have you been doing?

And, like, we try to find problems with that approach. And be brief. Uh, you only need two to three questions total, but it can take more if they're not really getting good answers. Next, problem awareness.

To have a prospect, uh, discover and vocalize their own problems. The impact of the problem and the root cause. The root cause is real and the symptoms can fade. It's really important that we get, like, what we actually want from it.

So we need a real problem. Uh, it's like, oh, I have a lot of problems with this. And then, the impact of the problem. So, how has it been impacting that me, my family, my life.

My relationships, my mental health, whatever we are selling. And then, like, root cause of it and why has that been happening, here's why. And tonality has to be a point. If you sound slightly off, they won't really respect you.

Solution awareness. Figure out what they truly want and what would that enable them to do, right? So if you ask them, If you ask them questions that I cover in the script, it will make sense. Next, pre-handle the objections.

Try to find out what objections they could have. And they can only have, like, six objections, so it's not that hard. And then find a meaningful gap between what they're doing right now and what they really want. And finding emotional state that they're really desiring and what the, Outcomes will enable them to do that they didn't previously have or were able to do.

Ask questions to build an image they can truly see and feel. Next, consequence. If you get good consequence, sales becomes easy. Have them see the pain of not doing differ, anything differently.

Inspire action through pain of not changing. To build an image, internal urgency and help the prospect visual, visualize a cost of inaction. Mostly, an energy and tonality shift. Like, note your words matter as much.

Pull them down with your presence. And you can watch my training on how I deliver it. And focus on feeling. Take, take them back to the moment when, when you felt what you're trying to describe, right?

Each of those sections has a little bit of an different, like, energy. You shouldn't ask, like, a problem-awareness question with a big smile, like, hey, so, I guess, uh, do you, like, I guess, what's, what's, like, the issue with your current approach? Right? It doesn't land as well.

You have to be, like, so, I guess, what's the, what's the issue with the current approach? Same for Consequence. Next, Transition to Translation and Presentation. To position your offering as a specific bridge that connects their current painful reality to desired future reality.

Like, if we finally explain your offer, right, because, basically, on the call, we have, that's the goal of the call, to explain the offer and talk about your product. Offer a solution to their problem in the simplest terms. We want it to be below three, below three minutes. Sometimes, if needed, we can go to four, but no longer than that in terms of presentation.

And say your pre-written presentation that states only what's important. And say less. Don't feel the need to over-explain your product. Their imagination will fill in the gaps better than your words ever could.

Next, we have committing. So, checking if your counterpart sees full value in what we're doing. And then getting some form of a verbal commitment or validation that our solution makes a logical and emotional sense. A few simple questions to see the top of mind respond.

Uh, the, uh, yeah, we want to remove it. Here's an example, I would say, question, question like, And do you feel like this could be the answer for you? Do you feel like, like, what do what, from what I just described, it's kind of like a, like a keys to the castle, like kind of like, um, like exactly like, kind of like you described X, Y, and Z from what we presented, what do you think is, is the most important for you, right? And understands clearly where the value is in their mind.

So those questions will help you prevent any form of value objections. Next, You kind of went through the whole sales process. Now let's go to objection handling. So what are objections?

There are rationalizations for one, they can't take action. No time, no money. I'll do it later. Those are all states without power.

If you say to someone, oh, I don't, I don't have the money. I don't have time. I'll do it later. I even feel weird saying And you should kind of stop saying that.

You saying it in your life because that will just make you rationalize and make you lose more. You want to empower people. You want to empower specifically yourself at the start. And most people don't want to do anything about their situation.

So we must help them. That's our job on calls. We need to expect few objections and then they will buy. That's basically the expectations.

Two to three objections and then they buy. Don't expect that people will be just like, oh, all right, you're a stranger on the internet. I watched some of your YouTube videos. Let me give you $5,000.

Doesn't work like that. So a simple step-by-step framework on how to overcome objections. We divide objections in four big categories, which is money, partner, time, value. big categories, which is logical and emotional for the first three, and then value, internal and external.

And I will go in depth more about how to overcome each of those objections and go through like a very step-by-step framework on how to use it. But that will be in a different video. Just you really want to understand at least which of those you're getting. Peace.

It's very simple. For example, it's like, I don't have the money. You want to kind of see, okay, so it's a money objection, kind of like that's the direction. And then we want to see if it's logical or emotional.

And then through the questioning process, we will see, okay, that is that type of an objection. And really watch their language, because that's like trickiest part of the call. And sometimes one mistake can lose the deal. So it can be really hard for us to do at the start, because we're thinking about the script.

So the big trick for that is just learn the script. You should know the script, you have practiced and things like that. But really see what they're saying, because I don't have the money, it's very different than that's a lot of money, and it's really different than I need to look over my finances. All of those sound like money, but those are fundamentally three different objections.

And then close the deal. So that's the ultimate goal. To get paid and start working with someone to have a customer. It's to get our counterpart to commit and take action toward our solution.

To give our counterpart certainty to take action, plus we collect necessary information and enroll the potential customer. into our program. They are from potential customer, from a lead to a client. And then frame control.

Keep the focus on getting the deal done. Don't think about anything else. We are not here to console, we are not here to solve their problems just yet. We are all for diagnosing and understanding how things will fit into place.

Once we present them with our offer. That's in terms of sales training. And, uhm, let me know if you have any questions.

Calls To Action (CTA)

Fit 7/10, teaching quality 7/10 · 18.0 min of video · #5 Scriptwriting Alchemy System

In one line: Use minimum viable actions like liking to build habit, then lead to bigger CTAs via Ben Franklin effect.

Weakness: Lacks specific data or worked examples of CTA performance.

Alright, so let's talk about calls to action because these are incredibly important because if you don't tell the viewer exactly what to do, they're not gonna do it. Like, a lot of people don't realize this, like how much of a difference calls to action make. But, like, let's take a channel that has affiliate links in the description, for instance, and they never give, anyone a call to action to look at the affiliate links, versus a channel that does, the channel that does is probably gonna make 10 times more money. Like, they make that much of a difference.

You literally have to tell the people exactly what to do. You cannot assume anything. So, this is basically where you direct the viewer to take a certain action. This could be hitting the like button, subscribing, hitting the notification bell, sharing the video, commenting below, watching a different video on your channel clicking a link in the description.

These are the common ones, and you should definitely be doing calls to action in your videos, and you should be doing multiple ones every single video, as they will significantly increase the amount of engagement you get on a video. But which ones? It really depends on your goals, but the ones I like the best are hit the like button, share with a friend or family member that needs to see it, comment below your thoughts on topic X, click the link in the description. Or pinned comment below.

And these are the, these are the same. Cause if I put a link, I always put it in the description as well as the pinned comment. So let's break each one of these down and how I use them. So hit the like button.

I say this at the very beginning of the video and I usually integrate it into my intro. Them hitting the like button doesn't actually help with the algorithm that much. Okay. So why do I do it?

It's a minimum viable action that people can take over and over again. In every single video. That they watch. So it makes it a habit.

Okay. So the reason why it's so effective is because if you think about some of the other calls to action like hit the like subscribe for instance, you can only subscribe to a channel one time unless you're unsubscribing all the time. But yeah, you can only really subscribe to a channel like one time. So if you're constantly telling people to subscribe to the channel at the beginning of the video, it's going to be annoying for them because a lot of them are already subscribed.

Right. So. Like why do they want to do it, but hitting the like button, that's something that they can do every single video and you can kind of train your audience to do it all the time. And they're more likely to take action on doing now.

Here's, here's the crazy thing. This is sort of like a. Psychological principle, but they're more likely to take action on doing things like subscribing when you ask them to hit the subscribe or sorry doing things like subscribing when you ask them to hit the like button. So when you ask them to hit the like button, they're taking.

A minimum viable action, and then by taking that minimum viable action, they're more likely to do other things like subscribe, share the video, comment below, click your links, etc. And I don't like telling people to subscribe as often because they can only do that once, and after that it'll just be annoying for them to hear. Now this works because of something called the Ben Franklin effect, which is a psychological principle in which people like someone more after doing a favor for them, and are also more likely to do them favors in the future, right? So you ask them a favor, hit the like button, and then they're more likely to do more favors for you in the future, like hit the subscribe button, ring the notification bell, comment down below, share the video, click the link down in the description.

as well as the pinned comment below, etc. So when someone hits the like button on your video, they're more likely to like you and they're more likely to do other things you ask them to do in the future. And this is why myself and many other YouTubers ask people to hit the like button in every video, even though it doesn't technically help that much with the algorithm, okay? So like the the act of hitting the like button itself doesn't help that much with the algorithm, and this is why some other YouTube gurus out there will tell you, always.

Ignore hitting the like button, it doesn't matter, you know, it's just it's just a myth. No, it's not, because it's them taking a minimum viable action, and that leads to them indirectly doing other things later on, such as commenting, subscribing, sharing your stuff. Etc. So, you want them to take that minimum viable action that's just very easy to do, it's just one click of a button.

You ask them to comment, that's, you know, they got to click, and then they got to like, you know, think about it, and then they got to type it out, probably, you know, make sure there's no misspellings, and then post it. It's a lot of work. You ask them to share, that's also a lot of work, you know, so, but asking them to like, that's not a lot of work, it's a very tiny little gesture that they can do, you can train them to do it over and over again, and then they're more likely to take other actions in the future, okay? So, comment below, and by the way, there's, there's samples of all of these.

These are examples of me doing it on the channel, you can just click here, you can just check it out on the channel there's like little examples, we even timestamp it and everything. This one is great because it gets people to engage in your comment section, and I've actually found that my videos that went viral had a ton of engagement in the comments, in some cases because the video was controversial. For instance, the most useless agrees, just read my comment section on that one if you want to know what I'm talking about. This also gets people to read the comment section, which means it's likely for them to continue watching the video for longer, which increases the average view duration, which means your video will perform better in the algorithm.

It also makes people want to come back and watch your videos in the future because the comment section is almost like a social hub, right? It's almost like they're reading a forum and that's just more engaging. And this also adds social proof to your videos. This is a psychological and social phenomenon where people copy the actions of others when choosing how to behave in any given situation.

Basically, a lot of people are monkey see, monkey do. They see others do it, they do it themselves, right? So if they see a bunch of people commenting on the video, they just think, Oh, this video must be really good or really popular. And they will watch the video and oftentimes comment themselves.

So yeah, that's how that works. Share the video. This is another one. Again, sample right here.

Watch an example of it. This one is great as well because people will start sharing the video with other people and it will grow the view count without YouTube having to promote it, which the algorithm loves. Out of all the calls to action, this is probably be will be the one that the algorithm loves the most. The algorithm absolutely loves it when people share videos.

Think about it, they didn't have to do anything, they didn't have to promote anything, and people just were off of the platform and they came onto the platform. So what does YouTube really want? It wants the most people on their platform. So of course, they absolutely love it if someone shares a video with someone else and brings them from doing whatever they were doing, maybe on Instagram, or you know, Twitter, or just not, you know, engaging with technology at all, and then they read that message, they click on the video, and now they're on YouTube.

So YouTube loves that, right? So if we're talking from a purely analytical standpoint, this one might be the best. Share the video, right? If you really want to double, triple down on one, you know, maybe this one could potentially be the best.

Uhm, but again, I think just that minimum viable action of getting people to like your videos uhm has a lot of downstream effects that people don't really take into account, even though it doesn't affect the algorithm that much, uhm it indirectly helps much, much more in my opinion, and that's why I prefer it. And plus it's just really easy to do. Uhm, and then subscribe and read sorry, subscribe and ring the notification bell, again, sample right here, just click there. This one is telling them to subscribe to your channel and hit the notification bell so that they're notified when I new videos come out.

Now, this used to be very important on YouTube but no longer is as you're almost as likely to see content from a channel you're not subscribed to as ones that you are, and the notification bell feature hardly ever works, okay? So this is currently my least favorite call to action. However, I still do recommend that newbies do it as it will help get those first few thousand subscribers, which will help a lot with social proof. But after that, don't bother with it too much.

I rarely put this call to action. Maybe I do it just if I remember it or something. Another thing, I always put it five plus minutes into the video as I only want people that have long attention spans to subscribe to my channel. So I do not want to put it at the one minute mark or like 15 seconds into the video, because that's going to tend to attract a lot of who have short attention spans.

So I want people who watched at least five minutes of the video to be the ones that actually subscribe, right? Another call to action is watch another video. This is an amazing call to action. I'd say this is probably the second and best one from an algorithmic standpoint.

Because again, what does YouTube want? They want the most people to be on their platform and stay on their platform. Having somebody watch another video keeps them on the platform. So that's great.

Here's a sample right here. You should of course direct them to another video that they would likely enjoy. And if they made it to the end of the video, that's exactly what you should do. So I put this on almost every single one of my videos.

I always put a call to action to watch another video at the very end. For instance, if the video is about technology, ,careers, direct them to another video about technology careers that you know is really good. Either one that has performed well on your channel, or one that you're proud of because you put a lot of work into it and people seem to like it. So always direct them to a video that you know is really good, because they're going to really enjoy it.

And you can use the in-screen feature in the YouTube studio to do this. I also had a custom animation made so it points kind of like directly to the video. I think there's like several arrows pointing directly to the video right where I point, so I always , point right here, and then I just had a custom animation made where there's just like arrows pointing to it and tells people to watch at the end of the video. Just really gets people's attention because again you have to tell people, you have to be explicitly tell people what to do or they won't do it.

And then the video pops up on the screen. You can also suggest other videos throughout the original video by using the cards feature. I don't do this as much personally as I just think like if I send them to another video then they're going to kind of lose attention on my main video. But I do it sometimes especially if it's extremely relevant so you know if I'm doing a video about let's say ah the best way to get a job and I already did a really long video breaking down exactly how to write a resume in detail I might link them to that video when I get to the writer resume section you know just so if they're interested in it.

So yeah it can be really good and it can kind of create almost like a spider web effect of you know getting people to watch a bunch of your different content and that can be good but again I think it's a little bit distracting sometimes. During the video so I don't do it as much as I do with the in-screen one. The in-screen one I'm like very strong call to action. Another important note here is when you're doing the in-screen video recommendations I don't say anything like like like I give no warning that the video is at its end okay.

I don't so any I don't say anything like all right guys so that's my list or so hey hope you had it hope you enjoyed the video or anything like that. I just go straight to the last point of the video to segue. To a segue that gives context to why they should click on the next video for instance if you like some of the tech careers on this list you're going to love this video I I sorry you're going to love this video I did that went viral about the top 15 highest paying tech careers and you can check that out by clicking right here and then I point to the video right so uhm I don't give any warning I just go straight into it right after I'm done uhm talking about the last point in the listicle uhm no warning whatsoever like oh hey I so I hope you enjoyed all of these you know I think they're really good uhm you know so yeah this video is really hard to make you know I did a lot of research on it just no warning whatsoever that the video is over just go straight into the call to action very very important. And then link in the description below again another sample here you can check it out this makes a huge difference in the amount of people that click on your links and clicking on your links equals more money for you and this is my main call to action these days as I'm not focused on gaining subscribers or views anymore I already have plenty of these and I'm more focused on monetizing the channel and actually telling people to click links versus just putting a link in the description can make a 10x difference in the amount of clicks you get and they are going to be more likely to buy something once they click because you gave them context to why they should buy and recommended it.

So it's absolutely crucial that you do this and you're trying to sell something, do this if you're trying to sell something. Get someone on your email list, get them to join a Facebook or a school group, follow you on another social media platform or get them on a sales call. Whether you're just trying to make some affiliate money, you're trying to drive them directly to a product, you're trying to drive them to get on a sales call, like a landing page, you're trying to get somebody on your email list, you're trying to get somebody in a Facebook group or a school group so that you can, you know, educate them and sell them later on, follow you on another social media platform, etc. Any of those, you want to have a very strong call to action and tell people to do that.

And this can also be used to drive traffic to an email list using what's known as a lead magnet. We will, of course, be going over this later on. This is more kind of like business related stuff, so I'm not going to get too deep into it. But basically, a lead magnet is something they find valuable that's free.

And for instance, I have a six-step guide to choosing your dream career lead magnet that people download and exchange. They are now on my email list where I send them emails, giving them value, and sometimes offering an affiliate product or my own product. You can also drive people to your other social media platforms. This can be especially useful if you're starting on a new social media platform and you want to give yourself a boost, right?

The first 1000 followers are always the hardest to get on any platform and important. You can also tell them to click the link in the description or the pinned comment below. And then when the video uploads, you make a comment that has the link and a short call to action attached to it, and then immediately pin it. You can look at any one of my videos to see what I mean.

Okay, so uhm, let's see. Basically, like what's what's going on here is I always tell people to look in the description as well as the pinned comment. Uhm, you have to basically wait until the video uploads to make a comment and then pin it. There's no way to make a comment before the video uploads and then pin it.

So you have to wait until the video has actually published, gone live, uhm, and then you, you pin it. Okay? So that's kind of what I mean there. Actually, I didn't mean video upload, uhm, I mean video has been published, like it's actually live.

Then you have to make a comment. So you can have someone on your team or do it yourself when the video first goes live, make a comment, put the affiliate link there, and then pin the comment. So pinning the comment is basically where it's always at the top of the comment section. That's basically what that is.

Uhm, call to action. Overall, I already get a ton of video views on YouTube. So what I focus on is hit the like button watch another video and you know, either at the end or sometimes during the video and then. Click the link in the description below, right?

So those are the three that I really focus on the most. Of course, I do tell people to share the video sometimes and all that if it makes sense, but those are the three that I almost always do. I would say 100, basically 100% of my videos unless I forget. If for some reason have these three called actions in them, and then I'd say 20 to 50% of my videos have the other calls to action and them as well.

So if you're timing on YouTube, I would focus on these, hit the like button, subscribe and ring the notification bell. Watch another video. And then click the link in the description and I would weave these into your script in places that actually make sense. For instance, if you have an affiliate partner that helps people get into it careers, you could put that a call to action to click the link in the description during or right after you talk about.

An IT related career. So this is kind of an example of that. You can kind of see a sample here. Link down in the description.

I don't think you can hear that, but I'm basically telling him that there's a free training down below. You can check it out. And yeah, that is call to actions. Incredibly important.

Do not be afraid to put call to actions in your video. Do not think that you're going to annoy people or anything like that. Anybody who gets annoyed by that kind of thing is probably not a buyer. They're the type of person who gets annoyed at everything in the world and they're just going to be a miserable person for the rest of their life, okay?

Sorry to be harsh, but that's just the truth. Always do call to actions, guys. Always do call to actions. No matter what your size is, whether you're zero subscribers.

Or a million subscribers, right? Always do call to actions.

Viral Thumbnails

Fit 7/10, teaching quality 6/10 · 42.7 min of video · #4 The Holy Trifecta System

In one line: Systematic process: model thumbnails from adjacent niches, use eye-whitening, rule of thirds, and subtle emotions for sophisticated audiences.

Weakness: Lengthy; repeats points and lacks a single, tight worked example start-to-finish.

Alright, so welcome to the training on viral thumbnails and this is honestly one of the most important trainings in the entire coaching program, right? Because remember, the thumbnail is the first thing that people see, right? It's the first thing that people see, it's the first thing that catches their eye and that's incredibly important because everything else happens downstream, right? everything else happens downstream from thumbnail so because of that the thumbnail can have a huge impact on a lot of different things because if you study like all kinds of different you know types of businesses and everything like a lot of the time the thing that happens first is the most important thing.

So for instance in marketing traffic is the most important thing. If you have a business like a lot of the time marketing and specifically in marketing the part of marketing where you get traffic is the most important, right? And so it's kind of the same thing with the marketing side of YouTube, which thumbnail title intro, the Holy Trifecta, is the marketing side of YouTube. So this is incredibly important.

So when a viewer first notices one of your videos, their eyes go from the thumbnail. If they like the thumbnail, they'll look at the title, they like the title, they'll look at the intro. But it actually goes deeper than that. So, what do you think the first thing someone notices in a thumbnail is?

It's the eyes. If you have your face on the thumbnail, the eyes are the first thing they notice, okay? So, I'm actually going to zoom in a little bit here so you can really see everything well. So, the first thing they notice is the eyes.

Then they notice the facial expression, right, so are you happy or you sad or you disappointed or you shocked, etc. Do you have that classic old face that you always see on YouTube thumbnails like, you know, like that with your eyes wide so that you can see the whites of the eyes. Then they notice the text on the thumbnail and then they may or may not notice other parts of the thumbnail like the background, the props, the emojis. Sometimes they don't even notice it, they just sort of, you know, it adds some kind of ambiance to the thumbnail, but they don't actually actively notice it.

They just subconsciously do. Then they'll look at the title. Then if they like the title and they like the thumbnail, they'll click on the video and watch the video. So when you're designing the thumbnails, you want to have high quality photos of yourself that are blown up to take a large amount of the thumbnail, and it's easy to see the whites of your eyes.

this is this is key okay so just you can kind of see here right like you can see like my eyes are very very white and you know as white you know my eyes may be somewhat white like the the white in my eyes may be somewhat white but that's actually altered right that's altered in Photoshop okay so it started with a nice high quality photo that I took that a photo shoot took a bunch of high quality photos, drank some wine with a friend and had a friend over and you know he just took a bunch of photos with me, right? So that's kind of how you do that, that the easy way. Of course you could always hire a professional as well but we'll get into that later. So took a bunch of high quality photos of myself and then I whiteen the eyes even further in Photoshop and you can see how the eyes really really pop there.

Think about it. When someone walks into a room, the first thing you look at is their eyes. This is like an evolutionary thing. The whites of their eyes instantly give you a lot of information about them.

You probably process this information without even knowing what you're doing. You just subconsciously process it. It tells you what they're looking at. Right?

Are they looking at you? Are they looking at someone you're with? Are they looking at something unrelated to you, it tells you what kind of mood they're in are the eyes squinted with furrowed brows like they're angry like this are the eyes wide open like they're scared like this are the eyes happy or confident like this you know your brain instantly calculates if you're in any danger from a new person walking into the room without you even realizing it and it does the same thing automatically when a face on a thumbnail pops up, you can't help it, right? So that's why it's so important to make sure that you can clearly see the whites of the eyes and the two ways you do that is, first of all, take some nice high quality photos and second of all, white and then Photoshop, which we'll get into later on.

So let's talk about thumbnail concepts. How do you find the ideas for what you use in your thumbnail? The last place you would want to find the ideas is the muse video that you found using the icon method. Yes, you read that right.

Never copy the thumbnail from the muse video that you found using the icon method. And it makes sense. The muse video was bad. That's why we selected it.

We selected a video that was bad, right, but it still got a bunch of views. So it's marketing was bad but the idea of the video was good and so it's still got a bunch of views so we wouldn't want to copy the thumbnail. Now here's an example of a guy who tried to copy the thumbnail and title almost from my video and it didn't work out for him. So you can kind of see where he got the idea from this video from.

And this is somebody who maybe they read some ideas for how to find videos on the internet and they have like 50% of the icon method down. or maybe even 60 or 70% of it, but they don't have the full method down and you have to get every single step right. The icon method is foolproof, but you have to get every single step right. And if you're not getting every single step right, you're not going to find success.

The same thing is going to happen to you to happen to this guy. All right, because you can very clearly see where this guy got his thumbnail idea from. Use the same colors. He's holding a degree.

It's got an X in it, you know, avoid degrees. So he's got two of the same words in it. He even like put X's here that are kind of similar to my little lines here. So he, you know, it's very obvious that he copied my thumbnail.

But you don't want to do that. Because if you copy the thumbnail and you copy the title, it's going to pit your video up against mine. And when people see a video that has 3.4 million views versus a video that has 2.6 K views, they're going to click the one with 3.4 million views, of course, right? So don't do that.

And you know, you can go to the video and check it out if you want, now it has 3 K views and that's months after I originally watched it, so it didn't get that many extra views. So why? Why did this happen? When he copied the title, it basically pitted his video up against mine.

Not sure where that came from. Pitted his video up against mine. A channel with 18k subs and low view video versus a channel with 500k plus subs in a 3.4 million view video. Who do you think a random person who sees both of those thumbnails is going to click on?

Of course, they're going to click on mine because that's what YouTube does. They AB test the thumbnails against each other. They show, you know, the thumbnail 100 times to 100 different people like his thumbnail, and they show my thumbnail 100 times to 100 different people, and they see which one does better. And of course mine's going to do better because I have all the social proof.

Even if his thumbnail is better than mine, it doesn't matter. So the channel with lots of social proof is obviously going to win, right? And when you copy the thumbnail style, the market has already seen that thumbnail and they're much less likely to click on your video. at these and notice all the little things that I did.

because now that you know these rules, you're going to be looking at thumbnails on this list, and looking at thumbnails on YouTube, and you're going to be noticing new things. You're going to be seeing the matrix now. So go through this video, go through this list as many times as you have to until you can see the matrix and see what top tier YouTubers are doing. Hey guys, really quick update here.

So we made a course update because a lot of people were getting quite confused about the title section. And so I know this is about thumbnails, but this is about the title section. We did give the example of basically it being kind of a lame rip off this guy right here with this thumbnail. And the title was relatively similar.

We have found through trial and error at this point that basically changing the titles up too much if you aren't very skilled at the holy trifecta is likely going to result in bad outcomes. So we added a lot of this section right here. We also made a few changes to this section. So we actually recommend that you keep the title about 90 to 95%.

The same is the original icon method muse video. Now the thumbnail, it's still usually a good idea to change. Although you do want to try to keep kind of the original vibe of the thumbnail. Just as an example for that, if the original thumbnail is a raw authentic thumbnail, like if it looks like it was just a pick like a still shot of the original video just as an example.

A lot of the time it's a good idea to make your video and your thumbnail raw and authentic as well. That's just kind of an example of like keeping the same vibe as the original thumbnail but not necessarily the original thumbnail, right? So what he did here is still incorrect. He shouldn't have, you know, made it so similar to my thumbnail, but with that being said, the title can typically we'd be about 90 and 95% the same.

So I just wanted they've seen both videos before. So out of the two, it's more acceptable to copy the thumbnail a little bit, still not recommended, but I've seen it work. But the title you absolutely do not want to copy under any circumstances. You will get crushed in the out when the algorithm pits you up against a video that is already established as a term of social proof.

Okay, because the title is like, obviously it's going to pit you up against each other if you have almost the same title. Instead a great place to look for thumbnails is from videos that did really well but are a completely different idea than the Muse video. So I am telling you to copy, right? But not to copy the Muse video that you found with the icon method, right?

Because good artist copy, Grade R is steel, great quote by Pablo Picasso. Don't try to reinvent the wheel, but also don't become a cheap rip off of another channel. Instead, just copy what's already working from like five to ten different channels, and it will become something completely new. Copy the idea from one channel, copy the title from one to two different channels, copy the thumbnail from two to three different channels, copy the idea for the intro from a different channel, et cetera, etc.

And by the way, you can download thumbnails here. You basically just put the video link here and it'll spit the thumbnail out to you. In case you want to download someone's thumbnail, you just put the URL there and it'll give you the thumbnail. And it'll be in a high definition.

So let's see a few examples here. This is times that I've got inspiration from other people, but I didn't copy them. That's the thing. So you can kind of see there's some similarities here.

I sort of, you know, highest paying entry-level jobs that tend legit ways to make money as a teenager. So it's a different topic, different idea. However, you can see the thumbnails are somewhat similar. Now, I did use a different color, but I did, I saw that he was using this box type look and I decided to use the box type look as well.

I thought it looked pretty good and I thought it would work for this particular video. And instead of just having it right there, I actually thought it would look cool if I actually put it behind me, you can see he's using a dollar amount as well. I used a dollar amount. And on top of that, so that's how I came up with the original one.

But on top of that, I kind of combined it with this because you can see like the sort of like bar, like the red bar goes behind them. And I did that same thing with my thumbnail. So I had the blue bar go behind me because I thought it looked kind of good. So I found this thumbnail and this thumbnail, and I kind of combine them together, the ideas from both of them to make this thumbnail, right?

It's that easy. And you can see, these are, have nothing to do with the subject, with the idea. It says nothing to do with highest, paying entry-level jobs. However, I understand the psychographics of the people who watch my channel.

So I know they're very likely to watch MMA and be fans of sports. and they're also very likely to be interested in Nate O'Brien's content as well. So, let's go on to the next one. For this one, I modeled a thumbnail I saw from Graham Stefan.

So you can see this is the thumbnail I did here. I kind of got the idea from Graham doing this. He was kind of like pointing backwards and and you could see this arm is much bigger than this arm. So he's kind of pointing backwards.

So I thought, okay, I'm gonna point backwards. Now, I actually thought I was pointing further this way, but it turned out to be kind of like, I was pointing almost straight back. So it was supposed to be more sideways back kind of like him, but it turned out okay. So I pointed back at a sort of like board, and then I put choose your degree on the board.

Again, completely different niche. ultimate guide to choosing a college degree, how to travel the world for free, completely different, although they do rhyme. Then you can see I used really big bold white font as well, you know, because that really stands out. And for this one, I loosely based it off of Graham Stephens thumbnail as well.

So the most useless degrees, you can see here that he has some empty space in the bottom left, empty space in the top right I do as well here. You can see that the text really goes like right up to the edge. I mean it's like right up in the corner. Guess what?

My text is right up in the corner as well, and it goes right toward the edge. And you can see just kind of the composition in general is relatively similar, like the words are just here and then the rest of the photo, you know, these other things are taking up the space. And then I did use red text. I decided to go with green text instead of white text, but I did use red text here.

And then he has some kind of prop in this video, which is cards, and I decided to have a prop as well, which is my degree. So you can kind of see my thought process with doing these things. And you can see this one's very similar to $10,000 credit card, Um, you know, uh, right up in the corner as well, um, he's, uh, oh yeah, I, one, one thing I say is like, he's kind of, you know, happy mood. He's like smiling in this one.

And so am I. I'm in a happy mood. I'm smiling. Um, he's in a happy mood, he's smiling in this one.

So, so am I, uh, here, um, and yeah, yeah. So, you know, you can kind of see how I loosely base these things off of different people's thumbnails. for this one, I also loosely based it off of Graham Stephens Thumbnails, so you can kind of see the things that are pretty similar here. They're quite similar.

And then, you know, text is right up in the corner here. As you can notice, he's got a prop, I've got a prop, et cetera, et cetera. You know, there's a lot of similarities, right? It might not seem like it at first, but when you really look into it, there's a lot of similarities.

He's got a prop, I've got a prop, you know, there's a lot of similarities. So then I combined it with a, I went even further and I combined it with the X and check mark style thumbnails I see from the channel Teaching Men's Fashion. He has a lot of these types of thumbnails where there's an X and there's a check mark. I decided to use a different checkmark, and you can kind of see, sorry, a different X.

I decided to go with a different X, but you can kind of see I put that X there, right? And I got that from the channel teaching men's fashion. So again, combining from a few different thumbnails, getting ideas from a few different thumbnails, this is a channel that psychographically speaking, like my target demographic, my audience would likely watch this channel as well. So, as you can see, I wasn't blatantly copying anyone, and even if I had copied them, their videos weren't on the same subject as mine, so it would be okay if I kind of did blatantly copy them, because the video's not on the same subject.

And this is extremely important is you don't want to copy someone else's thumbnail who already made a video on the same subject as you. This would cause your video to compete with theirs, and that wouldn't in well as they They already have a much bigger audience than you. And it's lame to copy other people, obviously. And viewers will also notice this.

Also some would consider it unethical to copy other people's thumbnails if it's for the exact same video as well. So there's a lot of reasons to not do that. I almost always have some kind of thumbnail concept or possibly several of them to give me ideas when I'm making thumbnails. The best place to find these concept thumbnails is from channels that are not your direct competitors, but still make content for a similar audience as you.

For example, people who watch videos in the fishing niche are very likely, you know, similar to those who watch videos in the hunting niche. People who watch videos on how to make money from real estate are very likely similar to people who watch videos on how to make money from stock investing. For instance, teaching men's fashion is not my competitor. We're in completely different niches, but he makes content primarily for young men and so do I.

And Graham Stephan mostly talks about investing, whereas on my channel, I talk about careers and entrepreneurship. However, we have similar audience demographics, so it makes sense for me to model some of my content after hits. So the types of thumbnails he makes are likely to do well with that same audience. So let's talk about high quality personal photos.

What I like to do is set up the camera and take a ton of photos of myself with different facial expressions and hand gestures and in some cases I'll take photos with props as well. It helps if you have a green or a blue background as it's easier to make the background disappear. When the background disappears this is called a render photo or a PNG and you can also have someone do this for you on Fiverr. You can do it quickly using a website like remove.bg or if you want to do it perfectly yourself, use Photoshop and look up tutorials online on how to remove the background.

It's actually not that hard. I find these by looking at a bunch of different popular personal brand YouTube channels, looking at their facial expressions on their popular thumbnails, and then taking as many photos as I have to to get a similar facial expression that expresses whatever emotion that is. So here's an example of one of my photo shoots just making all kinds of weird facial expressions. It's kind of goofy.

That's why I said that, You know, sometimes I'll drink wine before my photo shoot because it's just goofy, just making all these weird expressions to the camera. Some of the most common emotions that get people to click are shocked, scared, or o-face, okay? Notice how obvious the whites of my eyes are in these photos. You can easily see the whites of my eyes, easily in all of the photos.

whether I'm shocked, scared, or I have an old face. This would be like an old face. This would be kind of like shocked. This would be scared.

This one would be scared. This one would be shocked, slash scared, et cetera. Some other ones are serious disappointed face, serious, serious, serious, slash disappointed, serious, or some other ones, right, serious, serious. Another one is a happy slash confident face.

Happy, like shocked, but also happy, kind of happy and confidence, happy, happy, super happy. These three different types seem to do the best when it comes to getting clicks, but you need to keep in mind the vibe of the video, you know, and more on this later. Like, you wanna make sure, like, Like if the video is negative, you don't want to be smiling, like the market just crashed and you're smiling, right, you got this, that wouldn't make any sense, right, so you want to keep in mind the vibe of the video. And it used to be that extreme emotions did the best, like extreme o-face.

Recently, I found that more subtle emotions tend to do just as well if not better than extreme. And you can see this reflected in my thumbnail style changing. However, you should test this out as it will be different depending on your niche. So, six work from home jobs that don't require resume or previous experience.

You can kind of see like I'm kind of confident slash happy here. So this is kind of like a, that's what I'm going for in this video, right? Again, you want to test it out. It depends on your niche, but you know, like for instance in the finance niche, like the stock investing niche, the O face is just, it just does really well.

That's why everyone uses that face. Then you can use a website like remove.bg to remove the background of a photo, solid green or blue background works best, but you can remove the background even if it's multicolored. Additionally, you can also just do this yourself with Photoshop or Canva, and if you really don't want to do it yourself, you can hire someone in Fiber to take out the background all of your photos for you. This will create what's known as a PNG or a render photo.

Okay, here's some examples. This is like the background that I took a photo with with the green background So it was easy to crop and here is the PNG or Render photo So if I were to drop that into Photoshop or Canva, it wouldn't show the background It would just be me and then I could do whatever I want with the background Great thing about this is when you're in the process of creating a thumbnail, which is very artistic You don't have to pause to take out the background if you have a bunch of thumbnail PNGs ready to go This allows you or the thumbnail designer to stay in the artistic flow without interruption while creating the thumbnail. A few examples of thumbnail faces I've made in the past. You can kind of see before the background is removed this is what all of them looked like and you have access to this.

And then you can see this is after the background photo was removed this is what it looks like. So the same exact photos after the background was removed. Additionally, you can just use your background as the thumbnail as well, and this actually does really well. So, I recommend looking up different thumbnail expressions to people make it, but if you really don't want to, you can just go ahead and look at these and just make some of the same expressions, and you'll probably be good to go.

So, this is the more recent photo shoot I did. You can check these thumbnails out as well. And this particular photo shoot, I actually kept the background in because I actually wanted to include my studio. So if you have a nice studio, you can actually just go ahead and keep the background in and it looks really good.

You can also use props like I do in this photo. It's like me with a college degree thing. hold it or a college degree robe and hat and tassel and then holding a degree here. And here's another photo shoot I did so you can kind of just get some ideas from this.

Maybe ideas for what you can do. You probably want to think of your own props for whatever your channel is about that have to do with whatever you talk about on your channel. And finally, If you don't have time to take a bunch of photos, you can record a high-quality video of yourself, positive at a good moment to capture the emotional expression you're going for, then take a screenshot of that and use it as your thumbnail. This also works surprisingly well, especially if you use the same background you have in the video.

As this increases the feeling of congruence and authenticity, right? So if the thumbnail looks like this, then like this background, and then you click on the video and it's this background, then it does increase the feeling of kind of like congruence and authenticity, which can help when it comes to keeping people watching your videos. So how do you take photos? You can either have a friend, family member, a significant other, etc.

Take them for you. You can hire professionals to take them, Craigslist, Facebook Marketplace, etc., where you can use an app that connects your camera to the phone that will allow you to take them with a click of a button, where you can use the delay feature on your camera. So we'll take a photo five seconds after you click the button so you can get set up. So many, many different ways of taking them.

If you can't have somebody else take them for you. That's not an excuse. You can get an app that connects your phone to your camera where you just press a button on your phone and then your camera takes a picture of you. You know, there's just just look it up.

Like you just have to look it up on Google. There's a ton of them out there. So there's lots of options. I'm not going to name the app because every camera is going to have a different app, but just look out up on Google.

That's pretty easy to find. So just basically search Google, connect phone to camera to take pictures or something like that, and then put your camera. Then they'll be an app that pops up. So emotional expressions.

Generally speaking, if your channel is B2B, high ticket, or it has a sophisticated audience, the emotions you use on the thumbnails should be more subtle. And if you go for more authenticity and you should go for more authenticity and congruence rather than extreme emotion. Also generally speaking, when you're smaller production quality, it doesn't matter as much and it almost helps you if anything. So low production quality gives you more of an authentic or a real vibe.

An example is Serge Katari who sells a 10k plus coaching offer and his emotions on his some nails are very subtle. So short form content agencies are dead. Pretty subtle emotion, but do notice how white the whites of his eyes are. Good stuff there.

How Alex Ramose made 30 million with one ad, subtle emotion, his eyes are pretty white. This made me 4 million in 20 months at 24 years old, growth creator model, subtle emotion, eyes are pretty white. also notice yeah so Charlie Morgan's another one so he sells like a $12,000 plus coaching product and his expressions are also very subtle so as you can see very subtle expression as you can see very subtle expression as you can see pretty subtle expression he's not like like that or anything like that he's not like you know eyes wide mouth wide open that kind of stuff finally Tom Thomas Gnett sells a market some monthly recurring software offer go high level where he sells it to a sophisticated audience, which is agency owners, and his expressions are more subtle as well. So how do I book three to five meetings a day, called calling us in the May, closing a six K deal, life sales calls, you can see pretty subtle, pretty subtle, pretty subtle, pretty subtle emotions, et cetera.

Generally speaking, beginner, low or medium ticket audience audiences will respond better to more extreme emotions in many cases, but you definitely want to test this out as it changes from niche to niche. For example, Graham Stefan uses a lot of extreme emotions. He's got the Shocked O face, his mouth's wide open, his eyes are wide open, he's like Shocked there as well. He's got the serious disappointed face, pretty extreme emotions.

He's got kind of the happy, confident face right here. Meet Kevin does the same thing, Shocked O sad face. look at that, just like, oh, you know, this one's like, oh, like he's shocked. Disappointed serious face, like, this is kind of like a shocked slash disappointed serious face.

And then this one's kind of shocked and disappointed serious face. And then happy confident face, happy confident, happy confident, et cetera, et cetera. And these two channels, Gramps definitely meet Kevin appealed to a wider audience of people who are closer to being beginners and the intermediate. So they're not a sophisticated audience, but it isn't the subject of personal finance and they sell lower and mid-ticket products to this audience.

So these types of more extreme emotions tend to turn off sophisticated audience, high-ticket buyers. So it's best to go with a more subtle emotional look on your face if you're selling high-ticket products and services, or if you have a sophisticated audience. For instance, if your audience is doctors, lawyers, management consultants, et cetera. So thumbnail creation rules, let's go over these.

Never repeat the same words in the thumbnail as the title. I see this so often. Okay, do not repeat the same words in the title and the thumbnail. Very, very common mistake I see all the time.

Have at least, have the least amount of words possible in the thumbnail to get the point across with the maximum of four, but usually less is best. Another very common mistake that is I see way too many words in the thumbnails, okay? Numbers, especially dollar amounts, tend to catch the eye. If you put them in thumbnails, try to make these numbers as specific as possible.

You know, $101,952, instead of $100,000 for instance, can be really nice in some cases. So, as you can see here, I put a very specific number. And yeah, especially if you're in the make money on my niche man, you've got to be putting money, money, dollars in your thumbnail man, just definitely do it, okay, helps a lot. Try to avoid using full sentences in the thumbnails.

Instead of typing in the thumbnail, jobs that can make you 100k per year type best jobs 100k per year, right? So, instead of typing $60 per hour jobs that are always hiring, I type $60 per hour arrow always hiring. You see how I shortened that and I didn't use a complete sentence? That's what you should do in thumbnails.

White text seems to catch the eye and perform the best overall and this is with a ton, I mean a ton of AB testing, okay? Yeah, I've maybe tested so many thumbnails and white text tends to do the best. So software engineering, you know, black, red background, white text, then I've got kind of a red outer part around this part, okay? White text does really well.

Yellow text also does pretty well, but white text is my favorite by far. Now if you do several different colors, that's totally fine. I do that a lot on my thumbnails. but I'll start it off with white text and then maybe the second one is is a different color or something like that.

The text in the thumbnail should almost always have some kind of outline in order to make it pop. So if you notice all of these thumbnails the words are outlined. The white has a subtle black outline that makes it pop off. So does this one and then this one has a red outline.

All of these have subtle black outlines that make them pop. These have subtle black outlines that make them pop, et cetera, et cetera. And then if it's a dark text for whatever reason, which you usually wouldn't do, you can do a like a white stroke around it, and that'll also make it pop. So this one it's called a stroke in Photoshop if you want to kind of like look it out and of course we have tutorials on how to do Photoshop so that'll be in the technical section but yeah this stroke around the white text you can kind of see it here there's an arrow to it see the stroke it just makes it pop.

Additionally sometimes it's best to put a stroke glow or shadow around yourself as well to make you pop out a little more. So I do that in here. You can see there's kind of a glow around me. It's like a white glow.

And usually this should contrast with the background. So if it's a black or a dark background, it should be a light outline. If it's a light background, it should be a darker outline. Okay.

So, here's another example. White stroke all around me with a black background. And then here's an example of a white background and there's kind of a dark shadow behind me. That's done on purpose.

That was done in Photoshop. So, yeah, you should be able to tell what the video is about, generally speaking, just by looking at the thumbnail. This is a really important rule. A lot of people get this wrong.

The way you want to think about this is the thumbnail should actually tell a little bit of a story of what the video is about. Don't even read this part over here. Just block this part off. Put your hand over it or something.

Tell me what you think this video is about. You could probably tell is medical career worth it or is maybe a doctor not worth it right it's not worth it becoming a doctor like generally speaking you can kind of tell what this what this is about just by looking at the thumbnail and that's what you want to go for. Thumbnails should not be busy simple thumbnails work best. Now okay let me go back to this really quickly so important is like putting putting something like this like this deathoscope that's a sign that what I'm talking about as a doctor because if I didn't have that in there I wouldn't able to tell what the thumbnails about without looking at the title, right?

Okay. So thumbnail should not be busy. Simple thumbnails work best. Beginners try to put a lot of words, lots of objects, emojis, etc.

The thumbnails, this is one of the most common mistakes beginners make. Don't do this. Pros make basic thumbnails. Simple, elegant thumbnails that are simple and visually pleasing.

Okay, so ultimate guide to choosing a college degree. Simple thumbnail, man. It's just my picture, a board, and then choose your degree on the board. Limit the amount of colors in the thumbnails to three max.

A lot of the time, one color is fine, or in some case two colors, but three colors maximum. So this is an example of a thumbnail we use three colors with. So you know, red, white, and black. That would be the three colors.

Use the rule of thirds to place your face in the thumbnail. Either place it in the middle on the intersection lines, sorry, either place it in the middle or on the intersection lines in the top right or top left as shown in the rule of thirds. This will create a visually appealing image. You can see the rule of thirds is basically this concept and videography and photography where people look more visually appealing if their face is placed in these lines intersect like right here or right here and yeah you can see I use this and then also in the middle either in the middle or right here or right here so you can see this I do in the middle I do on the right you can see the the rule of thirds would be about right here where my eye is and then on the left you can see the rule of thirds would be about right here where my eyes as well so you can see that that I almost always place my face using the rule of thirds.

Have a good composition in your thumbnail. By this I mean make sure the space that is used up is balanced on either side. An example is this thumbnail. You can see that there's some open space in the top left and some open space in the bottom right.

I did that on purpose, guys. Then you see there's zero space in the bottom left and zero space in the top right. I did that on purpose, guys. because if you zoom the thumbnail out really far and it doesn't have this it's gonna look extremely unbalanced and guess what most people view the thumbnail when it's tiny like this so you know very important to do this have good composition in your thumbnails don't have like a bunch of empty space like if everything here is filled up and then there's all the sudden there's a bunch of empty space down here, that would not look right.

Yeah, and the pro tip is make it extra small and it's super easy to see the composition of the thumbnail. Oftentimes it's good to use a background behind your text that contracts to the text itself. If the text is bright, use a black background. If the text is dark, use a bright background.

Black backgrounds go really well with white text, for instance. example here is the white text that says no interview and a black box right behind it to really make it pop right so $60 per hour no interview white text black background behind it it even goes behind my head start fast right that black little bar behind there really makes the white text pop shapes such as arrows, check marks, and X's can enhance a thumbnail and tell a story if used correctly. So here we go, best college degree tier list. You've got a check mark here, you've got some X's here, and that tells a story.

This degrees good, this degrees bad, this degrees bad. You can kind of tell what this video is about just by looking at the thumbnail. 21 highest thing work from home jobs, you can see the arrow goes from me to the account balance amount. Model other channels, thumbnails, preferably ones that are outside of your niche, but still appeal to the same demographic, psychographics that your niche appeals to, such as young men.

When I started, I modeled a lot of my thumbnails off of Graham Stephens' channel, for instance. As it got bigger, I started using my own style. Use a text font that is easy to read, bold, and grabs attention, such as impact or origin. Here's an example of those two, impact an origin.

Usually it's best to capitalize the text that you put on thumbnails, fully capitalize, like every single letter is capitalized. Brighten the whites of the eyes so that they're easily visible and therefore capture people's attention. You kind of already went over that. You can see how like bright you know the my eyes are there.

And even when I make it really tiny you can still see my eyes, right. Look at that. Look at that. Even when it's super tiny, you can still very clearly see my eyes, right?

And that's what you want because when people are watching the videos on their phone, it's going to be really tiny. So you want people to be able to see that. And this goes back to the point of it's a really good idea to constantly make your thumbnail small and see how if it still looks good. See if the composition's good, see if you can still see the eyes, see if you can still read everything, etc.

backgrounds can be good, but make sure they aren't too busy or distracting and also make sure they don't clash with you or the text you use, okay? So an example is the graph right behind me, so this is a graph, it kind of symbolizes or makes people visualize kind of like success, like you're making more money, your net worth is going up, your stock portfolio is going up, that's the vibe it gives. And so this is a background that really adds to the thumbnail, it's not super distracting and takes away from the thumbnail. Use the color picker on Photoshop to choose bright color from anywhere you see on the internet, other thumbnails, website designs like you, et cetera.

So there is a color picker feature. There's also other color picker features outside of Photoshop. You can literally just search Google for these. And then you use it, and then you just click on something, like some thumbnail, like you could click on this thumbnail, this color right here, and it would tell you exactly what color that is.

On the spectrum it would go right here and then it would go to the exact part of the spectrum and it would tell you exactly what color it is right there. Then you can also use the color calculator to find colors that match with the color that you picked, okay? So here's the color calculator. Let's say you picked this color and then you choose a harmony so you want to choose the exact opposite and those two actually match.

So green and red actually match really really well with each other. So you could you know put those on a thumbnail together and it would it would just be it would have great synergy and you can notice that I do that on a lot of my thumbnails. I put green and red on many of my thumbnails. Green red right there right because they match.

Here's another one green red it matches. When in doubt zoom out most thumbnails will be viewed on phones. Therefore, you want to make sure the thumbnail is eye catching. Pops is visually pleasing and has good compensation when it's small.

Okay. This is one of the best tips, guys. I'm telling you, this is so important. Do this at least 10 times while you're making a thumbnail.

Okay. I constantly do this while I'm making a thumbnail. Just to make little micro adjustments, like the text, I'll move the text over just a few little clicks, and I'll actually use the keyboard as well to move the text. So like when I'm when I'm making the thumbnail on Photoshop, I don't move the text with my mouse.

I move it with the keyboard. So you can move it one pixel at a time. The thumbnail should make you curious enough to look at the title. The thumbnail should express an emotion.

It's generally best if the face you use takes up a large portion of the thumbnail. The larger the face, the better, generally speaking, that's another mistake I see people making is they make the face way too small. Like, look at how much I take up in this thumbnail. I take up a lot of space in this thumbnail, and you want to take up a lot of space as well.

And it's best if the timestamp on the bottom right of the thumbnail doesn't cover up anything important like words, et cetera. So that's why usually my body, like my

Setting Process Overview

Fit 7/10, teaching quality 6/10 · 12.3 min of video · Advanced Traffic Strategies

In one line: A structured outbound process to text/call leads, qualify them, and book sales calls using scripts and metrics.

Weakness: Generic advice; lacks real screens or worked examples.

Setting process overview. So, what is setting and why it is so important? Setting is an activity of asking people to book a call with you or somebody else. We will proactively reach out to new leads to set more appointments.

We're going to be reaching out to anybody who expressed interest in our product or service. We're going to increase the number of book calls we're going to get using the setting. process and the more appointments you set, the more money you will make. A great business rule right there and it's very true.

Sometimes we have a lot of business issues, but I'm like, hey guys, let's just get more appointments. Let's just get more calls and that kind of solves a lot of issues. So, how to set, how to set, if you know that it's important. Well, we're going to be primarily texting and calling our leads to set appointments.

For those leads, we have a step-by-step script and the template we're going to give you to follow. But in this video, I'm going to like high level what you should expect and how it works and how to fix the issues. This is like a comprehensive training that is not just scripting, which is also very important. So we reach out to people and we're asking them if they have a problem and money to solve that problem.

If they have money and a problem, we invite them to a next call, right? So if the potential client lead has a problem, we can solve the budget, we solve them, we invite them for a longer call, which we call a sales call in our training here. And there is a training for that in earlier videos in the classroom that will be done. so we just submitted it.

Don't call it a sales call on the script. It sounds weird. So just say like strategy call or discovery call or audit, whatever makes sense for your offer. So you will start doing the setting using our process, but then you will be like, how is it going?

Like, how do I analyze it? And similar to ads, we can analyze it and solve each bottleneck and we fix one thing at a time and then. We move the money across the bridge and that's how we scale those businesses. So if we have 5 to 10% pick up rate, then that is good.

The meaningful conversation rate should be around 30%. So if you get those people and they are like not wanting to speak to you, they don't respond well, we should be above 30%. So let's say we call 100 people, 10 of them pick up, 3 of them we have a meaningful conversation with and we book 2 or 3, right? That's like a very normal day of setting.

That's why we usually shoot for like 150 to get to those 3 to 4 set calls from a day of setting. and we know internally, and you can calculate it over time as well. We make around 150 to 200 dollars per set call, which means if you spend like 3 hours and you set 4 calls, you know on average, of course, law of averages, you will, you just generated for yourself 800 dollars worth of pipeline opportunity, which is really valuable for us and of course that's a great use of your time, right? So, the most common issues with setting are opener isn't the best, right?

So we, if like, pickup rate, we kinda can't change, we just like, that's, I'm just setting an expectation here that like not everybody will pick up and, but like this we can hard pretend, we can hard pretend we have an eye control, right? So, if our opener isn't the best, we can make it a binary, right? So, like, no, like, you know, hey, do you want an alpha, are you interested? But something like, are you this or are you that, right?

So, have, are you currently looking for, uh, have you been able to start your e-commerce store or you're still potentially looking? That's a binary question, stuff like that. Are you doing this or you're still doing that? Have you closed your first real estate deal or you're still working on it?

Oh, I'm still working on it. Have you started your online business or you're, or you're still like, like exploring or you're still working a job? Make your tonality neutral and speak faster, especially at the start, you can speak a little bit faster to make you more excited and that's kind of like a good, good vibe for, because you're interrupting somebody's day, so you want to make it positive. Smile and don't stutter, practice your script, especially for calling people out of the blue, you have to be very sharp and not sound like somebody who is shy and have very high, like, this certainty that you know what you're doing, you're here to provide a great service and you just see that they express an interest and you're there to help.

And in the next video the next issue that you may run into is you don't know how to describe your company in few sentences, so you gotta create that and you have to, like, really nail that every time somebody asks you, so, solution, create a short pitch for two types of potential clients, for clients that do know your industry and clients that don't know your industry, for example, if you teach, like, let's say how to invest in how to do real estate wholesaling, which is a strategy that you call, like, the not the best houses and you're trying to find, like, you're trying to buy that from people and find their investors and you connect them and you make money in the middle, you could, for somebody who's already, who's already knows what wholesaling is, we have a different pitch and somebody who doesn't know what wholesaling is, we have a simpler pitch. We have a pitch that's a little bit higher level. In the one pitch we say in real estate using, like, like the wholesaling method, right? And then the other one we just mentioned making money with real estate, which is like a higher level, higher level.

Next, we over or under qualify people. So if, for example, if you go to the script and you have one problem of a person, and they sound like they have the money, then you book them, at least at the start, right? Like, that's fine, and you don't need to, like, over qualify, like, ask them for free problems. If they have the money, if they're going to do it now, are they going to show up?

Like, don't go crazy with it, especially at the start, if you haven't, like, practiced a lot of it. Just, just get more bookings. It's very, it's easier to, it's better to under qualify than over qualify. Over qualify at the start.

Like, if they have a problem, and they sound like they have the money, just book them. Next, if they don't have a problem and don't know if they have the, if, and you don't know if they have the money, then ask them more qualifying questions. So, like, if they don't have a problem, we have to get a problem, basically. And don't be afraid to disqualify.

If you are squinting the stone, asking five questions, and there's still nothing, you think it's like, what are we doing here? You would just be like, hey man, like, a little bit more direct. Next is, you can do funnel the problems framework. So, whenever I'm just like, like, do this person, does this person even want what I have?

I usually go, gravitate toward funneling the problems into For example, so, people usually come to us to, like, fix their lead flow and maybe, like, fix their funnel in general or they just want to make their business way more profitable. Does any of that resonate with you or either of those? Or none of those? Pretty simple.

and then a do you like framework so somebody is saying us okay what are you doing currently and then we ask them do you like what has been able to produce do you like the results the results of that do you like the process do you like do you like how it how it works currently that gives them to open up the pain stuff like that and more on that more on that in the sites called training but here it definitely applies so the set score like another issue you may enter into is the set score is are just not valuable right they're just people are quite irresistible to it and it's not as fun so you need to make them fun like smile more be more energetic crack more jokes some of the less successful people you probably know are like pretty funny people in general like social butterflies you don't need to do that but if you if you can try try to embody that at least for a little bit and that would really serve you a lot so you don't need to and another issue you may run into is you don't sell the sales call well and then you have a really low show up right or people just don't care or people are just like more resistant so give them reasons to show up one reason is state your credibility two is do the down after the problems tie down is pretty much like a summary just like okay well it sounds like the issue is this and this that's not about all right okay and if we were to fix that and if we were to get you to double that or if we were to fix that issue for you like how like like how did affect you like how to change your business right do those things especially for the office not for like business owners but for customers for consumers work really well and then how often so those are common issues and there are more but those are like the most important ones and of course contact the team or you know make a post if you run into some other issues and how often to do the settings if you want to to have more book calls on your calendar do it we do it it's pretty big scale so nothing wrong with that but more calls you make more calls you have the more money you'll make right however if you have fewer than 20 calls booked on your calendar like right now then I would do it I personally was doing it and we still like to do I mean right now we really don't need to but we have a very big team and that's how we are able to do it do it but it gets started with calling like we recommend that we're starting with 30 people per day just call 30 people per day and you can double dial them you can start like you can call them in the morning then call them in the afternoon and you will find that there are different times that are better for business for different demographics we like to start with just afternoon afternoon anywhere between like 2 p.m and 6 p.m works really well sometimes you will run into issues with like in which state you can dial at which time but it's just you know it's hard to do track times but next is how to start a sales call after you have done so basically how do you start those calls if you're doing a if you're doing the setting process then you need to start your closing calls your sales calls already at like the beginning the next already at like the recap and move to the solution awareness right after that so script for the recap so like hey how you been how was how are things since since the last time we talked have you had an opportunity to like the review some of the materials i sent you any questions on that well perfect well it was great talk like you really touched on quite a few things so just so we don't forget just to like we really remember and like i make sure to cover everything like we talked about pain point number one solution number two and like what they mentioned is important for them for example now is that what i put on i feel like i missed something for example well last time we talked i remember we you've mentioned to me that you may be struggling a little bit with like consistent lead generation. and which caused you to feel that it's not really going as well as you hope when you're starting out with this online business and what we talked about is about scaling like your ad campaigns and how that you've mentioned could bring you another like thirty to fifty thousand dollars per month now is that rather spot on or you feel like i missed something okay and then we move to solution awareness or whatever you left in the other part of the process or your setter left but in most cases it will be you so and that is it that is setting then we go into scripting in the next training

How To Form The Personality Of Your Channel

Fit 7/10, teaching quality 6/10 · 73.0 min of video · #1 Niche 2.0 Selection System

In one line: Position yourself as an expert-enthusiast hybrid to sell high-ticket B2B products while remaining relatable.

Weakness: Too long; could be half the length with same value.

Alright, so let's talk about how to form the personality of your channel. So, why exactly is this so important? Well, we talked about how when it comes to selecting a niche, you are the niche. But how exactly do you become a niche?

Well, the first step is creating a personal brand. But that's not all you have to do, right? There's more to it than that because there's lots of personalities. There's lots of personal brands out there that don't necessarily have the ability to pivot from niche to niche.

And the reason for that is because the personal brand doesn't have a unique personality. Right? When you have a unique personality, on your channel, you set yourself apart. You become a niche of one.

Right? You are the niche. There's nobody else that can compete with you because you are unique. And nobody else can offer the same type of insight, the same type of feeling.

That your channel offers. Now, how exactly do you do that? Right? How exactly do you perform, like, you know, form the personality of your channel?

Well, that's gonna be through the eight personality dials. So what are these eight dials? They're going to be channel name and branding, positioning, taxonomy, high effort versus low effort content, entertainment versus education ratio, controversial versus family friendly, broad versus niche topics, and passion. passion versus practicality.

So, if you are able to nail these things, if you're able to form a unique personality on your channel, this is going to be an absolute game changer for you. And that's why I have dedicated an entire video to this because it's that important. So, these dials, these are basically dials that you can turn in order to form a unique personality or feel for your channel. This will make your channel a unique experience for the viewer and will keep them coming back again and again.

This is kind of similar to a restaurant that has a really good ambience, right? You might have been to a restaurant before. It has a really good ambience or maybe your favorite show, right? One of your favorite shows.

Think about them. Maybe it's The Office. Maybe it's Breaking Bad. You know, whatever your favorite show is, it has a unique feel to it.

It has a unique personality to it, and that's what keeps people coming back again and again. So, let's go ahead and talk about the first one, which is positioning. It's how you present yourself to your audience, and you can position yourself in three different ways. You can position yourself as an expert, an enthusiast, or as a learner.

And there's a fourth way that I recommend that's kind of a hybrid of these that I'm going to talk about at the end. So if you position yourself as an expert, this is someone who is clearly very good at whatever they're talking about. So for instance, if you're a salesperson, and you are making $250,000 a year in a sales job, and you've helped a bunch of other people, other people get into sales job, uh jobs, and they're also making really good money, you can absolutely position yourself as an expert, right? But here's the thing.

It takes years to get to expert level on something. This is not something you can get to in a short period of time. And you don't want to position yourself as a pure expert if you aren't one, okay? Now you can always grow into being an expert later on down the line, and this this is what happens to many people.

But if you aren't an expert and you act like you are one, it's going to come across the wrong way because people can just smell that BS from a mile away. I mean I can't tell you how many people try to do this on Twitter and YouTube where it's just incredibly obvious that they're not an expert but they're trying to position themselves as an expert. And a lot of the time they're they're very um kind of like how do I say like uh they come across as very sort of like rude and arrogant as well when they try to position themselves this way because they're trying to overcompensate because in the back of their mind they actually know that they're not. not an expert, right?

So they're trying to overcompensate for it. So this is a great way to position yourself if you're planning on appealing to a target demographic of other high level operators within your niche. For instance, sales people that are already making good money. But they want to make even better money.

So let's say go from like 5 to 10k per month to like 20 to 30k per month, right? Or business owners that want to go from 10k per month to 50k per month. Or chess players that are rated 2200, which is really good. Uh, but they want to get to 2400, which is like a grandmaster rating.

Uh, if you're not familiar with chess, basically like I'd say like maybe less than 1% of players are 2200 and like less than 0.01%. of players are probably 2400. It's like incredibly difficult to get to that level. I think there's only like 5 or 10,000 grandmasters in the entire world.

So this is typically best if you're selling a high-ticket product, which is $3,000 or above. For instance, like a coaching program or a service, you know, you're doing an agency, something like that. And a great example of an expert in the make money online niche would be Charlie Morgan. You can check his channel out by clicking that right there if you'd like to.

Here's an example of a video. And he's somebody who makes over a million dollars a month, and he positions himself as an expert, right? So he makes videos like this got my SMMA to 100k per month. Secrets revealed.

And another example of an expert would be Daniel Narodzki. He's what's known as a super grandmaster, which means I believe he's rated over 2700, which is absolutely insane. And he teaches people chess. And he's very, very good at chess and is truly an expert.

And he also has a track record of training other high-level chess players and is recognized as a top-level chess coach. So, you know, you can kind of see him, you know, talking about like some random chess ratings and their chess openings, I think, right there. Um, and another example of an expert, or it is MMA shredded Jeff Chan. He's a pro MMA fighter, so he's actually a professional, and he's like a pretty high-level professional, and he makes YouTube videos.

So, you know, beginner to pro in seven days, I trained this famous guy. And so those are some examples of experts. You know, Jeff Chan is better at MMA than 99.99% of the people in the world, right? He's not an amateur.

He's a professional, and not only is a professional, he's a high-level professional. So he's very clearly an expert. Now, let's talk about the second way you can position yourself, which is as an enthusiast. So an enthusiast is someone who is very good at whatever they're talking about, but they probably aren't world-class yet.

So maybe you're like top 80th percentile or 90th percentile at whatever you're doing, but you're not like a professional. You're not world-class at it. So for instance, if you're a mid-level salesperson who just got your first job within the last year and you're making like $80,000 a year, you want to help other people get sales jobs and learn the basics of sales, you're basically an intermediate. You haven't like helped other people get there.

You barely got there yourself, but you are an enthusiast, right? You're an intermediate. You're quite good at what you're doing, but you're not like an expert at it yet. Now, the majority of successful YouTube channels in the education niche, ,actually position themselves this way, especially if your target demographic is beginners, okay?

So, in most niches, you can get to an enthusiast or intermediate level relatively quickly. Like, you can get there within a year if you really, focus on it. And this is generally best if you're selling like a low to mid-ticket product, although you can sell high-ticket products if you position yourself this way. Although, I would recommend taking more of a hybrid approach, which we'll talk about here in a moment.

And low to mid-ticket, ,products are usually about $1,000 to $2,000. So this would be like an online course, for instance. A great example of an enthusiast would be Gotham Chess. So he doesn't position himself as an expert, even though he probably could, because he's master level in chess, which, again, that's, that's like top 99 percentile, like that's really, really good.

So he's good, but not great, right? He's not like a grandmaster, he's not a super grandmaster, but he's still really, really good. But his content is geared toward beginners, and he's great at teaching beginners, okay? So that's the big thing, and what's kind of funny is a lot of the time, especially with low and mid-ticket products, if you're running a channel where you're kind of, you know, gearing it toward beginners and you're selling lower or mid-ticket products, a lot of the time enthusiasts are actually better at teaching than experts because experts, it's been so long since they were a beginner that they actually have trouble sort of empathizing and like getting into the thought process of a beginner.

And so in many cases, enthusiasts are actually better at teaching and getting results for beginners. So here's some videos if you want to check them out, kind of do some further studying on uh exactly what I'm talking about. And um you know the big thing that enthusiasts do is they make learning a subject more fun. So that's the big thing.

You want it fun, you want it fast, and you want it easy. Okay, that's what everybody wants. They want fun, fast, and easy. You know, they don't want to go through the hard work, even though realistically speaking, if you want to be really good at something, it's hard.

It's going to be hard work, but what they want is fun and easy, so you want to make it as fun and easy as possible, and Ali Abdaal is another great example of an enthusiast. He's definitely above average on many topics, but he doesn't position himself as an expert on most topics, even if he is. For instance, in this video, he leverages the expertise of other experts in the forms of studies and data, so scientists basically, on how to study for exams and evidence-based masterclass. So he talks about different, you know, studies and stuff like that.

We're, you know, really smart scientists, did studies on how to study for exams, the proper way to do it and he leverages their expertise and that is something you can do as an enthusiast, right, and that's something you can even do as a kind of like a beginner as well if you're making Thank you. Content is you can leverage the expertise of actual experts and I highly recommend that you do that if you're not an expert yourself Now in this video he talks about how writing online made him a millionaire. That's a personal experience of his instead of titling it the the best way to become a millionaire with online writing. This would be insinuating that he's an expert on the subject with the wording of it.

He titles it how writing online made me a millionaire. So it's his experience, right? So it's not this is the best way to do it, it's this is the way that I did it, right? And that's a great way of kind of humbly positioning yourself as an enthusiast rather than an expert.

So another example of an enthusiast is hard to hurt. He is not a professional. He's professional fighter, but he has been training for years and he's a pretty high level, you know, amateur, so he's still like pretty high up there. He's probably like maybe I'd say top 95th or something percentile something around that somewhere around those lines and this video JKD Instructor explains what's wrong with Cali, you know, he is leveraging the expertise of somebody else.

Again, he's leveraging the expertise of an actual expert on the subject and if you're an enthusiast and know that you can make it to expert level sooner. by focusing on the subject, I recommend you position yourself as an expert or specifically an expert-enthusiast hybrid, which we're going to go over here in a second. And yes, this does mean that I recommend you sort of fake it before you make it to a certain extent, but you want to do it in a way where you emphasize the enthusiast part of things. And a great way of doing that is by leveraging other experts or people who are ahead of you, and then also talking about how you did something rather than what is the best way to do something, right?

And then third, you can position yourself as a learner. So this is somebody who is maybe just a few steps ahead of a total beginner, and you know, whatever subject they're talking about. And when you watch a learner's content, you basically think of them as a friend that is studying the same subject as you, and you're going on a journey of growth with them. So I've seen a ton of people grow really fast on YouTube as well as other social media platforms by positioning themselves as learners.

And guess what? You can work your way from being a learner into an enthusiast, and from an enthusiast into being an expert. You know, it'd take a few years, but you know, maybe like a year to work your way into an enthusiast, and then a few more years to work your way into being an expert. And so, you can definitely do that, but the big thing is, is if you are a learner, like if you're actually like a beginner at something, don't try to position yourself as an expert, because it's just not gonna work.

People are gonna see right through it. And instead, what's much better is to kind of like say, hey, You I'm on a journey of learning this subject. Join me on my journey as I learn more and more things and I share insights about the process. And this is great because if you're a few steps ahead of a beginner, that means you might even be better than an expert at teaching beginners.

So if you're a few ahead of a beginner, that means you might even be better product. position themselves as a learner, it's going to be like a pretty cheap product. Like it's going to be one to $300 depending on the niche. Um, because let's be honest, like nobody's going to buy like a 3000, 5000, $10,000 product, uh, from somebody who is a learner.

That's just. That's just not going to happen very often, right? Um, we, we just have to be realistic here. Um, but however, it's pretty easy to promote affiliate products as a learner.

So you can find someone else's medium or high ticket product and then you can promote it yourself. And then once you get to that point where you. You feel very confident in your skills and you're either an enthusiast or an expert yourself, then you can start selling one. So an example of a learner in chess, in the chess niche is Cameron.

Um, so, uh, by the, by the way, by the time you see this, she might not be a learner anymore. Like. She could be like a master if you're, if you're watching this like a few years after, uh, I've recorded this, but at the time of recording this, you know, she was making videos like how I got from zero to 2000 in chess and 2000 is pretty good. It's, I think it's probably like maybe top 80th or.

90th percentile, something like that. It's still pretty good, but it's, you know, it's, she's still positioning herself as a learner because she started off at zero like very, you know, a very short time ago and she showed people how she got to 2000 and again, you. You can check out the video link if you want to see kind of what I'm talking about. Another example is Frank is here who has a chess rating around 1000 or lower.

So I'd say that's maybe even below average. I think that's like lower than 50th percentile. And you know, he just makes content. About how he's uh learning chess and like doing chess puzzles and stuff like that.

And that's a great way to position yourself. Uh that's a great example of someone who is positioning themselves as a learner. Another great one, I really like this channel a lot, is Bia Heza. And uh this is in the make money online niche and he often positions himself as a learner.

So he does these videos like I tried turning $0 into $10,000 online challenge part 1. And you know, again, you know, he's basically like he's starting off with $0, you know, he doesn't really know all that much and his goal is to turn it into $10,000. And it's a challenge. It's got a part 1.

It's got many different parts to it. So, you know, very interesting stuff. It's like a little bit, it's definitely entertaining, but it's also a little bit educational as well. And it's just curiosity-inducing.

You know, he's not like how I made $10,000,000 by the age of 25 or something. You know, that would be an expert type of thing. It's more of a, you know, hey, I'm going to try to do this and I'm going to learn along the way and I'm going to teach you what I'm going to be doing. Another great example is martial arts journey, how I would learn martial arts if I could start over.

You know, this is a guy who is, I would say, kind of like, I don't mean to be mean, but he's kind of like a maybe a lower or a mid-level amateur. And so he's just kind of got into martial arts in the last few years and he's, you know, kind of learning it, uh, purely, mostly purely for the love of martial arts. He doesn't have any aspirations to go pro or anything like that. And he's just sharing his journey with everybody because he really loves martial arts and that's great.

And overall, if you're a learner, try to make your content as entertaining and relatable as possible to make up for your lack of knowledge in the subject. This is huge because this is your advantage. Because most people try to position themselves as experts, even if they're not experts. You know, in many cases, they don't know anything about the subject.

And if you look at like the Dunning-Kruger effect, you'll kind of see why this is. People who think that people who know absolutely nothing about something, they're completely ignorant about something, have a lot of confidence, they don't know what they're talking about, and so they position themselves as experts. And then as you actually get good at a subject, you realize more and more what you don't know, and then down here you're actually probably more of an enthusiast or an intermediate, but your confidence has been killed because you realized all the stuff you don't know, and then finally when you're actually an expert, you have pretty high level of confidence. But in many cases, it's actually not as high as people who don't know what they're talking about, and they just discovered the subject, and they think that they know everything about it, which is kind of hilarious, and you know, it's worth looking into.

Uhm, so, overall, uh Another way of thinking about this is being an enthusiastic learner. So, if you are a learner, if you truly don't know very much about the subject you're trying to get into, I would definitely position myself as an enthusiastic learner. And this is great because you basically are kind of a hybrid between an enthusiast and a learner, and you're really excited about the subject and you're sharing with everybody what you've learned. Uhm, and it's kind of like you're definitely a few steps ahead of them, but you're also just like really enthusiastic and passionate about the subject, and people just really feed into that.

So this is a really great way to position yourself. And most people on YouTube, like I said, position themselves as an expert when they aren't, and this can get really tiring and annoying, and a lot of the time they come off as arrogant. Sometimes they even come off as arrogant when they are an expert. So it can be really off-putting, and it's hilarious.

I mean, I can't tell you how many times I've seen somebody who is making, you know, they figured out how to make like $10,000 a month, let's say, with, you know, writing Amazon Kendall. books or something, and then they make a course, and they end up getting like $100,000 plus dollars per month. And in many cases, they don't position themselves as the expert. They position themselves as kind of like an expert enthusiast or an enthusiast.

And they actually do better. They do a co- they make a course, and they'll actually do better than many people who are actually experts on the subject. Someone who's making like a million dollars a month with Amazon Kindle publishing, right? And they'll do a course, and they won't make as much as the guy who got to $10,000 a month.

Because of the fact that they positioned themselves a little bit lower, and they were a little more humble and less arrogant about it, and they made it seem like anybody else can do it, right? They're more relatable because just, you know, a year ago, for instance, they weren't making very much. money, right? They were making nothing, and now they're making $10,000 a month, and they're gonna show you how to do it as well.

So, they're much more relatable, and it just comes across as much more beginner-friendly. And so, a lot of the time, positioning yourself as an enthusiast, or ideally, an expert enthusiast, which we're gonna go over in a moment, is gonna be the best way to do things. And so, even if you're an expert on the subject, sometimes it's beneficial to position yourself as an expert enthusiast, uhm, because of the fact that you'll come across as more humble. And after a while, you may transition into being an enthusiast or an expert, but only when you've earned it, right?

So, one of Ali Abdaal's biggest secrets is that he almost always positions himself as an enthusiast or a learner. He almost is never arrogant about his knowledge, even though he's actually an expert on many subjects. And if you're selling a high-ticket product, $3,000 or more, you do want to position yourself as an expert or an expert enthusiast, okay? Uhm, so, This is not just a high-ticket product, but it's like, you know, B2B type product, so if you're selling a product to a business, you know, helping agencies make more money or something, helping agencies get more clients, it's probably best to position yourself as an expert, even if you have to fake it before you make it, and this is just kind of like the unfortunate reality, but I would, I would position yourself as kind of like an expert enthusiast in that case.

Just make sure that you get people results, right, because once you get people results, you're gonna quickly become an expert, and you know you don't want to be in this position where you're positioning yourself as an expert, and then you have no idea what you're doing, and this also applies to selling B2C products, but selling it to a sophisticated audience. So an example of a sophisticated audience would be management consultants. Now, if you're selling lower mid-ticket products, which by the way I do recommend selling high-ticket products. I think this is the easiest way to make money, but I recommend if you do that, for most people, position yourself as an expert-enthusiast hybrid.

Uhm, but if you're selling low to mid-ticket products, it's probably best to position yourself. as an enthusiast, or an expert-enthusiast, or a learner. And if you want to make it, uh, and you want to make it seem easy and fast, to learn the basics of whatever skill you're talking about. Almost like as if, if I can do it, you can do it too type of vibe.

Right? And when I first started my channel, I positioned myself either as a learner or an enthusiast most of the time. And I worked my way into becoming an expert. And now I almost always position myself as an enthusiast, an expert, or- or a hybrid expert-enthusiast.

And I would say, in terms of the type of content that you make, experts are usually 80 to 100% educational, and 0 to 20% entertainment. Because- So again, you're gonna be selling a high-ticket product, you're gonna be selling to a sophisticated audience. And so therefore, they're gonna be more interested in education than entertainment. And if you try to be kind of like a dancing clown and do too much entertainment, they might watch- your video, but they're not gonna buy your product, right?

It's just that simple. So, you don't want to do that too much. Enthusiasts are usually 50-80% educational and 20-50% entertainment. This is a little bit more entertainment when it comes to enthusiasts, you know they might crack some jokes, you know that might be like a challenge type of thing like watch me try to make $10,000 a month like Bia Hazel was doing, something like that.

Um, but you can still sell some products with this and you can still make a lot of money by positioning yourself as an enthusiast. And then learn, Learners are usually about 20-50% educational and 50-80% entertainment, um and it's almost like you're hanging out with a friend and accompanying them on a journey and you're learning the same skill that they're learning. So you want to make it as fun as possible, uh if you're positioning yourself as a learner. And again, fast, fun, and easy.

Remember that. Expert-enthusiast hybrid. So this is kind of the sweet spot. This is one where, you know, it's not the best for everybody, but it's the best for the majority.

And of the clients that I work with, because what we like to do is we like to find something that you're already either an enthusiast in or an expert in, because you already know a lot more about that thing than most people. And I can guarantee you that you are probably top 99th percentile in a bunch of different things and you aren't even aware of it, right? And because of the Dunning-Kruger effect, you you don't have super high confidence in yourself because of the fact that you know how hard it is and so a lot of the time you you don't even realize you're an expert or you're an enthusiast in the subject. And so this is generally speaking the best way to position yourself.

You want to pick something that you're already either at least an enthusiast about and ideally an expert in. And I can't tell you how many people will try to go into something that they're absolutely not an expert or enthusiast in, and then they try to position themselves as an expert right away. And that is just not the way to do it, man. You don't want to do that.

It's just people will see right through you, and it's just not going to work out for you. So you can do a little bit of faking it before you make it. So for instance, if you're an enthusiast, you can position yourself as an expert-enthusiast hybrid, and that's going to be okay. You know, it's a little bit of faking it before you make it, but you don't want to just completely fake it where it's just obvious to anybody who knows anything about the subject.

So how do you get the, this is how you get the expert of, the upside of being an expert without the downside of being an expert, which the upside is people looking up to you, being able to easily sell a high-ticket product, etc. The downside is most people will see your content is boring, they think you're annoying and braggy, etc. So you, uh, will get lots of views like enthusiasts do because like I said, enthusiasts get, you know, a lot of the views, uhm, but you'll also have the respect that experts do. And so you can get those, like, lots of views, but you can also sell high-ticket products, which means you can make lots of money as well.

Now, there's one easy way to do this. Instead of, uh, making videos on the best way to do XYZ, you can make videos on how I did XYZ whenever possible. And this is positioning yourself as an expert, but you're doing it in a more relatable way, and you also come across as less cocky, um, be, and people will also be more excited about you telling your story. So, the reason you come across as less cocky is because you're not saying this is the best way to do XYZ, you're saying this is how I did XYZ, you know, and that's, that's less cocky.

You're just kind of like telling your story, and it just comes across as a lot, uh, more genuine. And so, you know, just a few examples here. Instead of how to make 100k, per month, uhm, or the best way to make 100k per month, you could do how I made 100k per month at 25 years old, or this method got me to 100k per month. And whenever possible, use examples from your life, but also use examples from other people that you know to give them credit.

So, leverage the expertise of other experts. And overall, just try to be more humble when talking about this kind of thing so you don't come across the wrong way. Uh, give off a vibe of I'm not special if I can do it you can too. And if you're not humble, if you're arrogant about things, uh for one, a lot of people won't like you, but for two, people will probably be intimidated and they'll think there's no way I could ever, you know, get to this guy's level or do what this guy did, right?

Because you're not being humble about it. And what you want to do is you want to give off this vibe of I'm not special. If I can do it, you can too, which is true. We're all cut from the same cloth.

If I can do something, you can too. The worst thing you can do is give off a vibe of being superior to everyone else and being arrogant about it. Uhm. And you know, this is how a lot of experts come off and you can see like a lot of people who are world class at what they do don't get a lot of views on YouTube and then it's the people who are kind of like mediocre at what they do that get a lot of the views and it's it's kind of funny, but that's how things work.

So a couple examples. Uh, of channels that do a great job with this. So Alex Ramosi, I help six business owners make more money. Not the best way for business owners to make more money.

It's I help six business owners make more money, which is just a very humble way of saying like, hey, I'm just. I did this thing, I'm going to share it with you. Uhm, another one is Nomad Capitalist, and he talks about how I made my first million. Not the best way to make your first million, it's how I made my first million.

No, it's just sharing his story of how he made his first million. Very interesting, like a lot of people would probably want to click on that. And the biggest thing is, whatever topic you're speaking on, make sure you position yourself the correct way. So, overall, these are my recommendations, and this is going to change a little bit from person to person, so you want to, you know, you want to think about this, but if you're talking about a subject that you're an expert in, position yourself as an expert-enthusiast hybrid.

If you're talking about a subject you're an enthusiast in, position yourself as an expert-enthusiast hybrid as well. And if you're talking about a subject that you're, a learner in, position yourself as an enthusiastic learner. Try to learn it as fast as possible, and get to this point where you can position yourself as an expert-enthusiast hybrid, so that you can sell a high-ticket product and make a ton of money, right? All right, so that is very important to nail.

Positioning is incredibly important, it's something that a lot of people mess up, um, and you know, go over this as many times as you need to. Second, let's talk about the taxonomy of a channel. Now, there is going to be some required reading. Um, I'm not going to go over it in this video, but this is an incredible article, so I highly, highly recommend that you read this article, um, great article by TubeFilter.com, um, and it kind of goes over this in more detail and more depth, but I'm just going to cover it, you know, relatively quickly and just talk about the stuff that I think is the most important here, so when it comes to the taxonomy of a YouTube video, uh, taxonomy is a way of boiling down the mysterious side of content to make it easily understandable by breaking it down into different formats.

Now, there's more to it than that when it comes to taxonomy, but I'm going to be focusing on formats because I think that's the most important thing, so taxonomy boils down to format, style, length, personality, and topic of the video, but I'm going to focus mostly on format because I just think that's extremely important. It's the one thing you absolutely have to nail. So, there are eight different types of formats for videos. There's listicles, explainers, commentary, interview, music video, challenges, reaction, and narrative formats.

And within each of these, there are sub-formats. For instance, with listicles, there's top tens, there's hauls, compilations, tier lists, etc. For explainers, there's science, how-to, educational, etc. Commentary, you've got vlogs, unblocks, unboxing, conspiracy, news, reviews, interviews, you've got celebrities, draw my life, comedians, roasts, podcasts, music videos, you've got officials.

Uh covers, parodies, with challenges, you have physical, mental, competitions, reaction, you've got pranks, uhm trying videos, magic, videos, etc. Narrative, you've got web series, parodies, sketches, etc. So, these are the sub-formats and the different types of content, and without going into too much detail, generally speaking, educational content that is designed to make you money, aka treating you to which is what I always recommend. There are several formats or sub-formats that tend to perform better, not only for views, but also for sales.

And this is something that I could probably make like a ten hour long video on. I'm not really breaking down why this is, but this is something that you kind of just want to believe me, okay? You just, you just gotta believe me here. And the formats that work really well for educational content, content that is designed to actually sell people things, not designed to entertain people, but designed to actually sell stuff, is going to be listicles, explainers, commentary can be good, and interviews, for instance like podcasts, can be very, very good as well.

But the two that are just kind of like the bread and butter that just work really well for everybody, are listicles and explainers. Those are the two that I've just seen over and over again, people who make a ton of money are doing a lot of listicle and explainer videos. It's just one of those things. For some reason, listicle videos and explainer videos are very, very easy to get views and also monetize, aka make money from.

So a listicle is a type of video format on YouTube that presents a listicle. It's information in a list-based structure, and typically involves either counting down or enumerating a series of items, ideas, or points. And listicles are popular for concise and easily digestible format, making them engaging for viewers who enjoy quick, organized information. Some listicle examples, you can check these out if you'd like, I linked one of my videos, one of Ali Abdaal's videos, and one of Iman Godzi's videos.

And then explainers, um an explainer video on YouTube is designed to clear or clarify complex topics or concepts in a clear and straightforward manner. And these videos also usually involve visual aids, animations, and narrations to break down intricate subjects, providing the audience with a better understanding of the topic. And explainers aim to simplify information and make it accessible to a broad audience. So some examples of explainers would be Hamza Ahmed, this video right here, Full Money Guide, Alex Becker's channel, Wanna Be Rich, Use This 10-Year Path, Charlie Morgan, Easiest Path to $8,000 per month with SMMA.

And then of course you've got some of these other ones. News related videos can be very good. This is especially good in the investing and finance niche. News related content is extremely good in that niche.

And basically this is where you talk about current events, updates, and information on various topics. You can see just about every finance channel eventually becomes a news channel. Because, and there's a reason for that, because it just makes the most money. Uhm, and then commentary videos can be really good as well.

Specifically like either interview or podcast type videos are going to be the best when it comes to actually selling things. So that can be really good too, but again, generally speaking, for almost everybody watching this video, unless you're trying to start a podcast or something, go with a listicle and or explainer, okay? And just have that as your main content. So uhm Here's a podcast example.

And here's a few other examples, review example, uhm podcast example, etc. Uhm Keep in mind that many channels do hybrid formats such as listicle explainer or news explainer style formats. So listicle explainer would be you make a list of things but you explain each thing in detail kind of like it was an explainer. And the news explainer would be you talk about some kind of event that's happening and then you, after going over that event, you know that would be at the beginning of the video, then you get into kind of like a how-to.

or an explainer type of video to explain what's going on. So the, the Fed just raised interest rates now, you know, blah blah blah blah blah and this is, this is what I think it's going to cause. And now let me explain to you how the Fed works and how interest rates work. You know, you see finance channels doing this type of thing all the time.

And this can keep the channel unique and give it what's known as a unique value proposition and this is typically a good idea. And the most common and easiest formats to grow an educational channel are listicle and explainer. These also go extremely well together. Many of my videos are listicle-explainer hybrids.

Uhm, I'd say most of my videos are listicle, but many of them are listicle-explainer hybrids. And this doesn't mean all your content needs to be a listicle and explainer content. However, once you pick a format, 80% of your content needs to be should follow that format. Why?

Because viewers will have a certain emotional expectation when they click on one of your videos. If they are used to you uploading listicle-style content, then all of a sudden you start uploading a vlog, or news-style content, or review videos, or like you upload a podcast, or something like that, they're probably not going to watch. And even if they do, they won't spend long on the video, which will hurt your watch time, and it will make the algorithm not promote your video. And this applies not only to the format, but also to the style, length, personality, and topic.

So your viewers are basically expecting a consistent experience. You know, you can see this with just about anything. Think about your favorite restaurant. When you go to your favorite restaurant, you expect a consistent experience.

Imagine you go to your favorite pizza restaurant, and then you get there, and they're like, oh yeah, we're not serving pizza today, we're serving hot dogs. You're going to be like, what? This is a pizza restaurant. I've come here for the pizza.

Right? And you would be angry. And rightfully so, because they're not providing a consistent experience. And, you know, another example is shows.

So, my two favorite shows are Breaking Bad and The Office. And Breaking Bad is a gritty drama, and The Office is a dry comedy. So they're completely different. But if I'm in the mood to watch The Office, I click on it, and all of a sudden Breaking Bad comes on, I'm gonna be disappointed.

Why? Because my expectation was different than the reality of what actually happened. And most of the time this is not a good thing, right? I wasn't in the mood for a gritty drama.

I clicked on, you know, The Office, and a gritty drama came on. I was in the mood for like a light-hearted, you know, dry comedy, right? So, people watch your content to capture a certain vibe, uh, to feel a certain way, or to think a certain way, and if you are constantly bouncing around to a bunch of different formats for your videos, this expectation won't be met, and therefore, people will leave your video, and you will have a lower than average, uh, average view duration, which will mean your video won't get promoted as much in the YouTube algorithm, which means you get less views. So when you first start your channel, you can try different formats out, but once you have found one you like, you should stick to it at least 80% of the time.

So, if you notice my channel, all my videos are listicles, and really many of them are kind of like listicle-explainer hybrids, right? So for instance, 80% of uh, yeah, yeah, I just said that. But if you notice that almost every major channel has a standard format that they post in 80% of the time, just look at YouTube and just look at almost any channel that you follow. And then try to think, like, huh, what taxonomy or what format is this channel?

And you'll see that almost all of them have the same format. And there's a reason for that, because it works. So which one should you pick? Well, let's go over the pros and cons of the three most common formats for educational videos.

First, listicle. Very easy to make, listicles are easy to click on, and there's natural curiosity, like what's on the list, people seem to be obsessed with hierarchy, they're easily consumable by anyone, they can be tired or not paying attention and still consume the content, even if they know most of the list, they'll click on it just to see if there's one that they don't know. People do tend to buy lower and mid-ticket products from listicles, but it's a little harder to sell high-ticket products as listicles. Listicle content tends to be somewhat shallow.

However, it's not impossible. You can still absolutely sell high-ticket products from listicles, but it's a little bit harder. They do tend to get a lot of views. They tend to get a lot of views in search as well as browse and suggested, and they are really good in the make-money-online-slash-career niche.

Listicle cons is the content can be somewhat boring and repetitive. It's harder to sell. It's also harder to weave storytelling into a listicle, and storytelling is an incredibly powerful tool that we're going to be going over soon in this training. And it tends to be better for B2C kind of consumer type products, but not always.

And they tend to not convert quite as well to actual sales as explainer videos do. Explainer videos do tend to convert a little bit better. Now let's talk about explainer cons really quick, or sorry, explainer pros. You get to synthesize your thoughts by teaching something you end up getting better at.

You get to deep dive on a subject. It's easy to weave stories into it, which is massively impactful. It's great for selling anything. Explainers are incredible for selling just about anything.

It's especially good for selling B2B products or B2C products that are being sold to a sophisticated audience, such as becoming a management consultant, but it's also good for mid or lower ticket products too. It tends to get a lot of views from search, which is great, and it's really good in the make money online slash career niche as well. Now, explainer cons, somewhat difficult to make. These usually take a little more effort than listicles, for instance, to make.

It's kind of like making a little mini-course every time you make a video. Typically, it doesn't get as many views as listicles because it isn't bite-sized and people actually, have to use their brain to understand what you're saying. It tends to get less views overall than listicle-style content, and it tends to get views in search, you know, YouTube traffic search, meaning you won't see if the video is successful for a while, and it also makes it harder to type. So, basically what happens with a lot of explainer videos, this happens with my channel all the time, is I'll upload it, and originally it doesn't do very well at all, I'll check back a year later and it's got like, you know, a couple hundred thousand views.

or something, in many cases, so uhm, but that, that's good, you know, you might be thinking like, oh, that's great, it just keeps getting views, but it's kind of bad because it, it's hard to kind of test out subjects, because with listicles, for instance, they usually get a little bit more views right off the bat. So it's easier to test them out. Now with news, uhm, the pros of news-style content is you get a ton of views fast. Uhm, you know, if something is really hot in the news, if there's a big trend and you cover it, you can get, like, hundreds of thousands of views, like, right off the bat.

I mean, I remember one time I uploaded a news-style video, I got over 35,000 views in just a few minutes. It was absolutely insane. Uhm, if you are a hard worker and willing to put in the time, you can outwork the competition by simply being there when news happens. So if you are a hustler, if you are a grinder and willing to work long hours, you can make a ton of money from news-based content, but man, it is a grind because it is a non-stop job.

You can never stop because the news is not going to stop for you. The videos are also fast and easy to make. Because of the nature of news, people don't really care much about quality. Right, so if you notice a lot of news-based content doesn't have really much editing, the videos aren't like super, super polished either, it's basically just a person talking to a camera, so you don't have to spend a lot of time to make it.

And then it's easy to sell low to mid-ticket products, and it's extremely good in the finance and investing areas. You can also use it to sell high-ticket products as well, I do know people that are doing this, but it's a little bit harder. So, if you want money off of YouTube, make sure to to my channel, and I'll see you in the next video. Everything is over-sensationalized.

It's absolutely ridiculous. Uhm, and it's, you know, but that's what gets clicks, I guess, you know, so you can't really blame them. But it's just, you know, really just irritating. But you also have to be ready to upload at any time.

So it's really hard to plan content ahead, so you can't really live a normal life and run a business without worrying about content creation, because the news doesn't wait for you. And that really sucks. But overall, if you don't know which one to pick, I recommend you go with listicle-style content. Why?

Because it's easy to come up with the ideas, easy to write scripts for, easy to film, easy for people to click on, and easy for people to consume. And overall, it's what I like to call low-effort content, which we'll be going over shortly. And also, keep in mind, you can always combine listicle-style content with other formats. Again, listicle-explainer, listicle-news, etc.

Plus, if for whatever reason you don't like it, you can always just change format. It tends to be relatively easy to change from a listicle-style format to other formats. So, by the way, you've got two different types of listicles, fact-based listicles and opinion-based listicles. I'm not this extensively in training in the future when it comes to writing scripts, so I'm not really going to go over it in this training, but if you want to, you can you can read this just to get a little sneak peek.

So next, let's look at the next personality dial, which is going to be high effort content versus low effort content. So high effort content is basically content that takes a lot of time and skill in order to make. It's also very difficult to do well, and more importantly, it's extremely difficult to teach others how to do. Therefore, it's almost impossible to hire and delegate those tasks out.

And I cannot tell you how many YouTubers I've seen getting stuck on the YouTube hamster wheel where you spend all your time making YouTube videos and you don't have enough time to pay attention to the business side of things. And a lot of these videos can take 40 plus hours of your own time in order to make. And so that's like on the lower end. It might take a hundred hours to make.

And let's talk about some examples of high-effort content. So ultimate guide videos that are like an hour long, those take, you know, in this video this guy does like a PowerPoint and stuff. You can check out the video here. You know, that took a very long time to make.

These fancy kind of like docu, Documentary style videos that are usually pretty long, you know, 20 minutes to an hour plus that go into a deep dive on somebody. These take ridiculous amount of time to make. I mean they might take months to make. Also Mr.

Beast style videos where you're doing some kind of massive challenge. That requires a bunch of logistics, uhm those videos take a ridiculous amount of time to make. And Mr. Beast has a massive team of people and he also has the best YouTube talent in the world.

So, insanely hard to make that kind of thing. And even more importantly. It's insanely hard to make, but it's even harder to outsource and delegate it to somebody else. Now, let's talk about low effort content on the other hand.

This is what I recommend. I like low effort content. Now, I just want to say very quickly, low effort content does not mean, low value content. Effort and value have nothing to do with each other, but what it does mean is it doesn't take a lot of time or skill, and by skill I mean technical kind of like YouTube skill in terms of like editing, etc.

And this is the type of content I typically recommend for business owners or people that are serious about making money on YouTube, especially when you first begin. These videos typically take like 1-10 hours to make, you can easily hire a team to do a lot of the work for you. For instance, at this particular time, the only thing I have to do is record my videos, literally everything else is taken care of for me, so I only have to spend about 4 hours a week on my YouTube channel. Now, some examples of low effort content are listicles, interviews, podcasts, reaction videos, news videos, basic how-to style videos, and that kind of thing.

So, explainer videos, like the basic ones. And, you know, explainer videos in some cases can be kind of like medium. So, I highly recommend you start off with low-effort content at first, and there's You So many reasons for this, and I'll name a few of them. So you're busy, who has 40 plus hours to make a video?

Nobody, right? If you're a business owner, you definitely don't have time to make high-effort content. Consistency is very important on YouTube, and it's hard to stay consistent with high effort content. The most important aspect of whether a video will succeed or not is the idea of the video.

So the more videos you try, the faster you will find an idea that people are starving to hear about, aka a viral idea. They're all, So stuff against the wall until something sticks is a relatively effective strategy. As long as you're throwing things against the wall, they're likely to stick, aka ideas you find with the icon method. It's my opinion.

It's more difficult to test out products, affiliate partnerships, calls to actions, lead magnets, etc. if you're making high effort content. Because if you're making videos and it's taking you forever and you're only posting one video a month, you know, you might try out an affiliate and it sucks and guess what? Your entire month's worth of revenue is just went down the drain, you know, so you have to be whereas if you're doing three videos a week and you're making lower effort content, you could have tried out 12 different affiliates during that same amount of time and you're probably going to find one that's really good and then you put that one in all of your videos.

So, uhm, a lot of people don't like high effort content and prefer low effort content. This is why some of the most popular YouTubers like PewDiePie, you know, Penguins, Zero, etc. have pretty basic setups. If you do high effort content once and the video blows up, your audience will then expect high effort content from then on out.

And this really sucks. So if you're going to, you know, basically imprison yourself on that hamster wheel if you do it to yourself. So that's what ends up happening. You'll end up on the drip.

It's also incredibly difficult to hire people to help you make high effort content, whereas it's very easy for low effort content. It's typically not as profitable for education channels to make high effort content. I've seen the back end of high effort content channels, and usually they make less than low effort content channels. And the feedback loops are much longer for high effort channels and take a lot longer to test things like hooks, intros, thumbnails, titles, ideas, video editing styles, script styles, etc.

Uhm, and therefore your skill level will usually increase at a slower pace. Uhm, and so what I mean by this is if you're doing one video per month, well guess what, you're not going to be able to test a bunch of different hooks and intros and that kind of thing out in your videos, where if you're doing 12 low effort videos, per month, you can test out a bunch of stuff at once. So once you've found the right format, ideas, niche, and you're monetizing your content correctly, then you hire a team to help make higher effort content. But at first you should just start off with the low effort content.

This does not mean you're making content that isn't valuable. Value and the amount of effort you put into content are completely different, have nothing to do with each other. If you look at Alex Ramosi's original content, it was recorded with a webcam, and was just recording recordings of him basically sending coaching videos to his clients. I think he was just doing live streams to his clients, and they did pretty well because he was actually talking about stuff that was valuable.

So next, let's talk about the entertainment education ratio. So every educational channel is going to have a ratio of education versus entertainment. Some are going to be about 51% education and 49% entertainment, and some are going to be 99% education and 1% entertainment. And most are in between that spectrum.

And here are a few examples of educational channels and their ratios. So Andrei Zhik for instance, Bia Heza, Hamza Ahmed, um you know these are some really good examples. Um some more on the education side, these are a little bit more on the education side. Not entertainment side, um Meet Kevin, Graham Stephan, Shane Hummus, that would be my channel, Charlie Morgan, um and Serge Gutari.

Um so these guys both sell B2B high ticket products and therefore they are very much on the education side of things. Whereas Graham Stephan doesn't sell any high ticket products so he can be a little more entertaining and same with Meet Kevin. And then Andrei Zhik, I think he mostly just does like affiliate stuff or low to medium ticket products at most. And so he's extremely entertaining, same with Bia Heza, and same with Hamza.

So let's talk about the pros and cons of entertainment versus education. So uh the entertainment pros are it's easier to get views and watch time. Most people secretly do want to be entertained, even if they're trying to be educated, like they're trying to watch educational videos, they secretly want to be entertained. It's also easier to get people to like you because you're entertaining them.

It's good for low and medium ticket products, it's good for unsophisticated audiences, they're fun to make, they're harder for people to copy your content style, so there are some pros to doing entertainment stuff. Cons is people may not, take you seriously, they tend to not be as good for getting sales for high ticket products, especially for a sophisticated audience or B2B offers, it's hard for you to do well if you try to make something funny and it fails, it's pretty cringe, it's hard, It's hard to outsource your entertainment style to scriptwriters and video editors, like almost impossible, they're not going to have the same sense of humor as you, so it's extremely hard to outsource it, so it's going to be, you're going to continue to have to be very hands-on, it's also harder to make content in general, and it also takes longer to make content as well. So, you can kind of see, like, you know, the pros and the cons there, and, you know, depending on what you want, the pros might outweigh the cons, or vice versa. Now, with education, uh, the pros here are that it's easier to make, it's easier to get people to take you seriously, it's easier to get sales, especially for high-ticket products, uh, for a sophisticated audience, or B2B offers, it's easier to hire people to replicate your content style, it's much easier to streamline your product.

processes, so you don't have to work as much, and it tends to attract a more sophisticated audience that likely has more money and is more willing to buy products. So some education cons is it's easier for someone else to copy your style, it's harder to get views, and it's and it may not be as fun to make, and it's easier, uh yeah, I repeated that twice, whoops. So which one should you do? To keep it simple, I would recommend just doing videos that are more on the educational side of the spectrum.

You can add your sense of humor here and there, make sure it's actually your sense of humor, don't be a dancing clown, don't copy other people just to copy them, and don't do it if you don't find it funny yourself. But overall, this can be a lot of work to integrate into your script and make it harder for you to hire people to do the work for you later on when you're trying to automate things and or scale. Also, keep in mind, sadly, a large portion of people literally don't understand sarcasm, believe it or not. So if you say something sarcastic, they might take it.

Literally, even though you think it's obviously sarcastic, I believe something like 15-20% of people actually don't understand sarcasm. So if you're naturally a very funny person and you add some humor in, that's great. But if not, don't. No problem.

Just keep it educational. There's plenty of channels out there. There's out there that absolutely crush it with purely educational content. So, um, I think the perfect ratio for education to entertainment is probably 80-20 or 90-10.

You know, education to entertainment. And that way you keep people entertained, which raises watch time, but you also aren't seen as a dancing clown and you're desperately trying to make them laugh. So they'll actually take you seriously. And of course, humor isn't the only way.

You can also add fancy edits, graphics, etc. And something we'll get into later in the training. But overall, this is not as important as you might think. And especially for B2B or sophisticated audiences, humor is not important.

They do not care about humor. I would go with 100% education and 0% humor, or like 95% education and 5% humor, but sophisticated humor, right? So, let's talk about controversial versus family-friendly content. This is another one of those personality dials.

One moment. Alright, so there are pros and cons to each. So let me give you a few examples. By the way, this also exists on a spectrum just like most of the other ones on this list, and most channels have a ratio.

So let's go over some of the examples here. Hamza, again you can check all these channels out to see what I mean. 80% controversial, 20% family-friendly. Alex Becker, 70% controversial, 30% family-friendly.

Um, Andrew Tate, 99% controversial, 1% family-friendly. Iman Godsey, 65% controversial, 35% family-friendly. Jake Tran, 80% controversial, 20% family-friendly. So you can check them out if you want to see what I mean.

Here's some examples of some family-friendly channels. By the way, all of these channels are wildly successful, so you can make it work either way. Graham Stephan, I'd say like 95% family-friendly, 5% controversial. Meet Kevin, 70% family-friendly, 30% controversial.

Ali Abdaal, 99% family-friendly, 1%. controversial. And then a B2B example, Charlie Morgan, I'd say 80% family-friendly, 20% controversial. So there's a lot of pros and cons to being family-friendly versus being controversial.

So, some things ah that are great about controversial is your content is going to be seen as rare because of the fact that you challenge the status quo. This polarizes people so they either love you or they hate you, but the ones that love you love you. really love you, okay? So, this kind of activates this sort of innate psychological principle inside of all of us, which is kind of just the us and them mentality.

It's kind of like a tribal mentality, and you will kind of build like a call. It's cult-like following of loyal supporters, and people are much more likely to buy from you if they see you as the guy that provides a different perspective than conventional advice. Uhm, so, that is a huge point. Uhm, let me, let me just say that again.

People are much more likely to buy from you if you provide a different perspective from the conventional advice that people usually give. Okay, this is huge. I can't, I can't emphasize how big this is. So, if you're just giving the same advice as everyone else, let's just say that you're just like, yeah, I'm a YouTube expert, just like all these other YouTube experts, and I agree with everything they agree with, well guess what, no one's going to buy from you because you're basically a commodity.

Like, they're only going to buy from you if your price is the lowest out of all the other YouTube experts, because they think they're getting a discount. So you don't want those types of people. Um, semi-controversial content tends to attract higher ticket buyers, um, and this is because they've tried, uh, the traditional advice and it hasn't worked out for them, so they're smart and they want to try something else. Semi-controversial content tends to attract more intelligent people, also if you're contro—although if you're controversial for the sake of being controversial, this can be bad, so only be controversial if you honestly think it's the truth.

So if you're just being controversial just to— you know, cause drama, um, that's—that's not gonna attra—attract intelligent people. Another way to—of saying this is it's good to be a contrarian as long as you're a correct contrarian. And it can be really good when you're growing a small channel, bigger, greater. Creators and companies almost never punch down, so there's not much risk to being controversial when you're smaller.

Controversial content gets more attention in many cases. This is why politicians often call out their opponents and attack their character rather— rather than talking about their own accomplishments and how they can help the country, which is kind of messed up. But in short, people love drama. This is just an unfortunate thing about the human experience.

People love drama, and a lot of people are very passionate about anti-establishment topics. It's just this normal thing to challenge the status quo. Controversial cons. You might get banned or shadow banned.

This is a real possibility. It could happen. Brands and big companies may not want to work with you on sponsorships or affiliate deals. Other YouTubers may not want to network with you.

You can get sued if you take it too far, but that is incredibly rare. You really have to take it too far. Just common sense means you probably won't get sued. By the way, this is not financial or legal advice.

Do not make controversial content if you don't have common sense. If you don't think you can handle it, don't make controversial content. People may see you as a negative person. You may attract an audience of, trolls.

These people don't typically buy from you and they may turn on you at some point as well. So, you would attract this audience of trolls and then you try to sell something so you can actually make money from your channel and guess what? Your audience of trolls are going to turn against you and call you a scammer for trying to make a living even if your product is the best product in the world. You also might get demonetized because your content isn't family friendly.

Half of your audience will probably hate you. You will get a lot of hate comments so that can be a lot of pressure for some people. I personally don't care about them but it can be a lot of pressure for some people. It requires a lot of finesse and skill to pull off without taking it too far.

Family friendly pros. You don't have to worry about getting banned, demonetized, sued, etc. There's less risk and it's easier to make content. Family friendly cons.

Less easy to grow, less easy for people to really like you, and people may follow you but they're less likely to buy your stuff. So what should you do? When you're a smaller channel, this is kind of what I recommend. You can be a little bit more on the controversial side and get away with it.

Great example is Meet Kevin. He kind of like made critique videos on big influencers like Dave Ramsey and Grant Cardone. Here's one video example, a video that he did here exposing Grant Cardone. He was able to successfully rapidly grow his channel by doing this.

Then when he got bigger he pivoted away from this type of content which is smart because once you make a bunch of money you're going to become a target to get sued and so you don't really want to make that type of content. Because people will start coming after you and the big thing here is if you decide to do this never Attack people's character. Don't be that guy. You don't know people online You have no idea who they are as a person.

You've never met them and so you should not attack their character. However, you can absolutely attack their ideas and argue against their ideas and it's almost impossible for someone to sue you if you're just attacking or critiquing their ideas. So that's a way to just keep yourself very safe. A bad example of this is Spencer Cornelia.

He made a lot of content attacking fake gurus, many of them deserved it. However, he got sued by Derek Moneyberg and so far it's cost him hundreds of thousands of dollars. Derek most likely will not win this case, but he made Spencer spend hundreds of thousands of dollars on court costs and he pretty much like for a period of 2 or 3 years ruined Spencer's life. So Spencer is barely making any money right now and barely getting by because of this.

Okay, it's really sad. I feel bad for the guy. You know, I again, I don't know anything about Derek Moneyberg. I don't I don't know Spencer Cornelia personally, but you know, it's a sad situation and I think it probably could have been handled a little bit better.

If they focused on attacking their ideas rather than attacking a person's character. So, the sweet spot, because one other thing I'll say is like even if, let's just say you're totally safe from getting, you know, successfully sued, people can still make you spend hundreds of thousands of dollars on court costs, but let's be honest, if you attack someone's ideas, and you do it, you know, somewhat respectfully, you're not, like, I don't think anyone's gonna want to sue you. But if you attack their character, man, there's some countries where that's actually illegal. It's actually illegal to accuse someone, for instance, of scamming.

And if you accuse somebody of that, you have to have, like, hard proof, or else you're gonna get sued or go to jail, right? So, of course, we have freedom of speech and stuff, but that still doesn't change human nature. If you attack somebody's character, you better have some really good evidence to support that. Uhm, because I see way too many people just throwing stuff around today without any hard evidence, and when they start making more money, they're gonna be, like, open to getting sued hard.

So, the sweet, sweet spot is something like 20-40% controversial and 60-80% family friendly. Be controversial enough that people don't see you as giving mainstream advice, this is very important, but don't be so controversial that your content has a, a lot of downsides. So 20-40% controversial is pretty nice I think, more on the 40% side uhm or maybe even like 40-60% when you're smaller and then when you grow bigger dial it back to like you know 20-40% maybe even 20%. Alright, so next we're going to talk about broad versus niche topics.

So this can also be referred to as mass market versus niche. This one's pretty easy to understand I think but there's a little bit more to it. When you're first starting you should make your content more niche as it will be harder to rank for broad topics but as you grow you might have an opportunity to kind of break out into the mainstream and become more broad. Now niche is almost always the way to go if you're selling a high-ticket product it's going to be much easier but with that being said there are channels that do make mass market content that can still sell a high-ticket product.

A couple of those examples are going to be Alex Ramosi. He invests in people's businesses. He invests that are making like $3 million a year and he's trying to help them get to $10 million a year. Obviously that's extremely niche.

Not that many people have businesses making $3 million a year. And so, it's an extremely, extremely niche topic. Uhm, and you know, however, he makes broad market content. Like, I made $6 million in 60 days to show it's not luck.

Right? So, he makes broad market content, but he actually sells a very niche service. You know, and in his case, it's investing. He actually invests in companies.

And then he gets, uh, he makes ROI from that in the form of equity. Now, this is kind of what's called a hybrid niche and broad channel. So, you're making broad content, but you're selling a niche product. That would be like a hybrid, uh, niche broad channel.

Hard to pull that off. Um, again, for most people, I would just recommend making niche content, but you can pull it off where you're making broad content, um, and then selling a niche product. But your qualification has to be really good. Your marketing has to be pretty good.

You just have to really understand the psychology of your buyer, and it's really tough to pull off. Another person who does this though is Nomad Capitalist. He broadly targets people that are tired of corruption within governments and overtaxing, which is very broad, like Zonk. He also sells a service consultancy where he helps 7 and 8 figure business owners lower their taxes by various methods that typically include moving their business overseas, which is extremely niche.

So, that's an example of that. Uh, next. Actually, I'm going to make this into its own module because it's so important.

Offer Assigment

Fit 7/10, teaching quality 5/10 · 6.0 min of video · Creating High Ticket Funnel

In one line: Fill a structured worksheet defining your offer: specific person, problem, method, urgency, scarcity, risk reversal, bonuses.

Weakness: Generic worksheet walkthrough; lacks real data or examples.

Offer Assignment. So right now, first step is to go here, left corner, and make a copy of this document. And now, you will have your own copy, and you will follow it with me, and you will kind of, like, fill it out. So, if you haven't watched the first two videos in this module, which is how to, like, overview of the niche, like, overview of this course, and overview of, like, mechanism, and the prices, and things like that, go to those videos right now and watch them.

But, let's go forward with it. So, let's pick our niche here. So, do we help people with health, wealth, or relationships? Well, we always, always, always pick one, right?

We help people with health, wealth, or relationships. In my case, I'll be helping people with wealth, with this example. So, then we want to define our free S. So, S stands by specific, right?

What I mean by specific is we can stake 0 or 1, like a computer would think, where the goal has been achieved, right? Because a lot of the times, people think, like, oh, I help people with losing weight, right? But, like, I cannot determine 0 or 1 if the goal has been achieved, so it's not specific. Right, so, example, I help man get back to health, versus I help man lose 10 kilos, right?

10 kilos, obviously, is specific. So, what I mean by that is, S is, we want to have a specific person, that's the first S, right? Like, I help person, so, for example, I help man, specific problem, I help man lose 10 kilos, right? So, I mean, in this case, it would be health.

And then a specific method, I help man lose 10 kilos, using Intermittent Fasting Protocol, within 6 weeks. Hopefully, like, in this one, as you've seen, I added the time, right? Which is a nice little touch, but honestly, a lot of the times, you don't need it. So, right now, here, you want to put yours.

I help person with a problem through method in time period. Really nice. Stop right now, do it, let me know if you have any questions. Did you do it?

All right, let's go to the next one. So, create urgency, right? This is, I mean, let's, uhm, let's change it to fit, to fit what we were teaching in terms of exact vocabulary. So, specific mechanism.

Next, create urgency. So, reason to act now. You need to act now because, what? Because what reason?

Well, you need to act now because signups for the summer bootcamp only last until the end of the week, right? Here's a simple reason why act right now. Next, create scarcity. So, lack of something.

So, we only have five spots. We only have ten spots left for summer bootcamp, right? I only can accept one client per quarter. Pretty simple.

Risk reversal. If you do not, if you follow the intermittent fasting protocol and do not lose ten kilos in six weeks, we refund your money and additionally pay you $500 for losing your time. If you do the things we want you to do and do not get results, then we will risk reversal, right? I think it's pretty, pretty important to have all those little pieces.

That's how you make an incredible offer. Because just a promise. Like everybody can make a promise, but specific promise with urgency, scarcity, guarantee, bonuses with duration of our elements, and that's unique. That is something that really stands out.

So, bonuses. If you decide to join, then we will give you something, right? Then we will give you something really cool. For example, workout building plan for a muscle mass, supplement consultation, discount code.

For, like, duration. Now, our program is for six weeks, six months, six years, right? Now we want to do offer elements. Similar to creating a great program and outlining it, we want to say what we will actually help them with, right?

So, what are the main features, as we would say, of our program? So, individual training sessions twice per week. Progress tracking sheets, things like that. Put them here, put them here, right?

So, this is the place to put it for yourself. Then, name of your program, right? In my case, it will be Intermittent Fasting Protocol, right? Intermittent Fasting for men over 30.

Pretty straightforward. And then, payment options. Put your payment options here, right? Those are examples.

I just want you to understand that those are examples. Those are not, like, real. So, put yours here. And, that is it in terms of the worksheet.

Fill it out, send it to your coach, and make sure it is great, because that is your business. That is your business. What also is really important to, like, especially for the mechanism, is you want to make sure it is attractive based on the, based on the market, right? Based on the, like, the market.

If the market has, is really jaded toward, for example, courses, we realize, for our marketing, it's really better if we show our bank statements, and prove, and things like that, right? So, you want to understand, like, what makes the market tick? What makes my mechanism? What makes my specific problem or person?

Like, what is the underserved market? You kind of want to think about it similar to, uhm, icon video. Like, whenever there's underserved market, and we can serve that underserved market, that's where we can gain that massive value, right? Like, that's how I was able to make pretty good money with sales agency offer, because I realized a lot of people hate sales, which is very fair.

You get rid of rejected a lot, and it's not that fun. But, I came in, provided a service, and was able to scale my company really fast, despite, really, not as many years in the market as other people, but there were just not many other people, so we were able to stand out pretty quickly. So, right now, you want to fill it out, and send it to your coach.

Analyzing Video Performance

Fit 7/10, teaching quality 5/10 · 28.5 min of video · #6 Viral Video Creation System

In one line: Track CTR, AVD, and total views; use search for steady growth, browse for speed.

Weakness: Generic metrics advice; lacks proprietary system or step-by-step procedure.

Alright so this module is going to be about analyzing video performance and this is really important uhm not as important when you first start but as you start to get around maybe like the 30 video mark, you want to start analyzing your video's performance and taking this seriously. So, first thing we need to talk about is metrics and KPIs. So, KPI is a key performance indicator. These are metrics you should track that are important to the growth of a channel.

These are also typically associated with a person or group of people who are responsible for the metric. So, first thing we want to talk about is understanding search, browse, and suggested views. So, search is basically the views that come when somebody searches something on YouTube, right. And then videos pop up, right.

These are kind of associated with steady growth, right. Uhm, and what that means is you might upload a video and it gets views from search for 10 or 15 years, which is amazing. And people who find your content from here, most importantly, are more likely to click on your content, more likely to watch your content longer, and they're more likely to have buy-in. And if you think about it, it makes sense.

If they're searching, actively searching for a solution to a problem, then when your video pops up, of course, they're gonna, they're more likely to click on it. Whereas if your video pops up on browse on the homepage, they're not actually actively searching for it. And so they're much less likely to click on it, and even if they do, they're much less likely to watch the video, right? So getting views from search is like a steady growth type of process, and getting views from search is also associated with passive viewing.

Income. I get over a million views per month from search alone, and it's incredible because if I stop uploading, I still get those views, which is awesome. So you can see that this video, for instance, colleges you need to avoid. Gets 86% of its views from search, which is a good amount.

And a lot of my videos are like that. Next, let's talk about browse. And by the way, getting views from search is my favorite way of getting views. But my close second favorite way is going to be browse.

And this is where you get views from the home page of YouTube. So you can kind of see right here, you know, popping up on the home page. You know, you just got onto YouTube, you're, you know, you're a little bored or whatever, and it's the video that pops up on the home page. And this is my second favorite way of getting views.

Now, it's much tougher to get promoted here as you're competing against like Mr. Beast, right? I mean, you know, that, that's, that's, that's tough to compete with. And people are less likely to click on your video.

Less likely to watch your video when they click, and less likely to buy things from you. But this is, without a doubt, the fastest way to like quickly grow a channel. And there are many cases where they find you in browse and then they end up watching a bunch of your videos. So, this, this.

This video, for instance, 17 work from home job companies always hiring, got the majority of its views from browse. And that means it performed really well on the home page. Suggested. This is my least favorite way and also least reliable way of getting views.

And this is where the viewer is watching a video and they're suggested a video on the right side of the screen and then they click on one of them. And I don't really focus on this one as it's pretty much out of your control whether something gets suggested or not. And this is, this one, it really Thank you heavily influenced by how niche your channel is and all and also how bingeable your content is. So you want to get more views from suggested, just make your content better and eventually you'll start getting a lot of views from it basically.

Another thing you can kind of do to get more views from suggested is put links like interlink your videos so at the end of your video link to another video during the video link to another video and you can also put video links in your description at some point and you're more likely to get linked to those other suggested to those other videos uhm that way. Now you want to make sure if you do that make sure you put relevant videos, videos that have a lot to do with whatever video that they're watching at the time and you're more likely to get suggested but overall uhm it's good but it's not it's not like my favorite way of getting views. So I like using the moneyball method and this is why this is where you try to get promoted in browse during the first week of video launch and then you try to get promoted in search Church. Long term.

So basically when you use the icon method umm what I you know the great thing about it is there's a chance you might get promoted in browse but if not you will almost definitely get promoted in search right and this is similar to the strategy they use in baseball and the movie money ball where they would hire baseball players that are good at getting on base umm and in our case that would be getting views from search umm and not just players who are good at hitting home runs which would be getting on browse. Right, because it's a lot harder to get on browse so it's not as reliable. So you want to hit the ball so to speak in such a way where there's a chance that you get a home run but if not at the very least you're going to have a chance of getting on base a.k.a. Getting views from search umm.

I'm sorry. And this is accomplished by using the icon method and you know the holy trifecta to come up with title thumbnail and intro. And the fundamental metrics you want to always track these. Total views and you absolutely want to track your total views.

Is both on a video basis as well as on a channel wide basis. And. I mean that that's just kind of a baseline type of thing. So it's like the reason you want to track total views not just for the obvious that you want to track your views.

But if you start getting a lot of views on a video that probably means you're getting promoted to a wider audience. And that means your click-through rate is going to go down. That doesn't mean that your thumbnail is bad. That just means you're getting promoted to a wider audience and they're less likely to be interested.

In some cases your average view duration might go down a little bit as well. But your click-through rate can sometimes be drastically affected. I've had videos go from a 9% click-through rate, then they get promoted heavily and they go all the way down to like a 3% click-through rate. That doesn't mean thumbnail is bad.

It just means it's getting promoted to a wider audience. Umm, now you want your click-through rate to be as high as possible. Umm, and I kind of just explained this part right here. Hopefully you understand that.

But if if you- if you don't just go ahead and read it in writing. Umm, my best videos have the lowest click-through rate, okay? So for instance, this video has you know one point, probably more than that by now, 1.5 million views, the click-through rate is 3.6. Thanks.

Umm, and you can see that a lot of the views are coming from browse. This video on a very similar subject, also got a lot of views, but the click-through rate is 8%. Why? Because the views came from search.

Search. And like I mentioned before, people who watch your videos from search are more likely to click on them, and more likely to watch them for a long period of time. And also more likely to buy stuff from you that you promote in the video. So, you know, generally speaking, views you get from search are gonna happen.

You have much higher click-through rate than views you get from browse. And suggested it somewhere in between. So you can't just look at click-through rate and say good or bad, you have to have some nuance about it. I've had some videos with 10 plus percent click-through rate that only got a few thousand views, and I've had videos with 3 percent click-through rate.

Now, is it getting a lot of views? If yes, the CTR may be lower because it's being shown to a wider audience. Is it getting promoted in browse? If yes, the CTR is likely to be much lower as they're less likely to click on a video from browse.

Is the video designed to target a mass market audience? Or is it like top of funnel content? If yes, over time the CTR will likely be lower because it will be shown to a mass market audience, meaning they're less likely to be in a interest in the subject. Think about it.

If you just got bit by a snake, an urgent problem that you need to solve, and you look on YouTube, what to do in a bit and by a snake, you're very likely to watch that video. If it pops up randomly on the home page, maybe you'll watch the video just out of curiosity, but probably you're not going to watch it. So what is a good CTR? It's almost impossible to say.

The real answer is the higher the better. It's going to be different depending on your niche, it's going to be different depending on what types of videos you generally put out, like are they search for you? Are they based? Are they brows based?

Is it, is it, you know, super niche? Is it designed to be targeted to a mass audience? There's so many different factors that go into it. But generally speaking, try to get between a 6% and a 10% click-through rate, okay?

And that's if you get views from search. Research. Right? Now, if you're getting views from brows, it might be a little bit lower than that.

But try to hit at least 4% to 6% click-through rate across your entire channel at least. And if you're getting views from search primarily try to hit at least. 6 to 10%. That's like the general rule, okay.

Average view, oh, and one other thing I should mention early on in your channel, you'll probably be getting higher click-through rates like you might even be getting 9, 10% or more. And I know I was early on in my channel. As your channel grows and it starts getting expanded to a wider audience, your click-through rate. The rate is gonna go down in many cases and you shouldn't freak out.

It's not because your thumbnails are worse. It's because you're getting promoted to a wider audience. Average view duration. How long do people watch your video on average when they click on it?

So this is another one that's really good. You want this to be as high as possible as well. For educational channels, I recommend a video length of 10 to 14 minutes, especially if the channel is new. And if the channel is starting to get a little bit more mature like people are regularly watching it.

I think a little bit under 19 minutes and 59 seconds is perfect. And the reason I put 14.59 is because there's a psychological barrier and same thing with 1950. 15, 15, 15, 15. Like the moment it crosses over to 15 people are less likely to click on it but 14.59 they're a little bit more likely.

It's kind of like, you know, $9.99 versus $10. Right? And then same thing with this one. And if you want to Thanks for watching!

Get views from search, you can make longer videos. 10 to 25 minutes is not uncommon. And for what is worth, my all time CTR for my videos is 4.4%. Now again, I'm in a certain niche, umm, I make certain types of content.

You know, if your video length is longer, your click-through rate is probably going to be lower because less people are going to click on it. So, you know, take it with a grain of salt, okay? Take it with a grain of salt. Like, I know news channels, for instance, in the finance space have more money.

It's much higher click-through rates. A lot of the time it's, you know, their average click-through rate might be like six percent, okay? Just take it with a grain of salt. Depends on your niche.

Always, you just should always just be trying to get it higher. That's the big thing. The last 28 days for my channels above. Thank watching!

5% as well. My goal for my channel is currently 6% and we actually hit this recently. So what is a good average view duration? Again pretty hard to tell really depends on the type of content you're making, you know, how big your channel is.

Again when I first started making content, the AVD for my channel was oftentimes 6 to 10 minutes because my content was only being promoted to people that the algorithm was 99.9% sure that the they were going to like it, right? As your channel grows, it's going to get higher. And by the way, average view duration is literally just the average amount of time that people spend watching your videos. It's, it's, you know, very, very simple.

So for what it's worth, my all-time average view duration is 4 minutes and 29 seconds. Again, when I first started the channel, it was higher than that. And then as I got promoted to a wider audience, it got lower. Umm.

For the last 28 days, it's 4 minutes and 20 seconds. So the channel goal is currently 5 minutes. And I think I'm probably going to hit that because I'm going to start making . Longer videos pretty soon.

So non-fundamental metrics to pay attention to so that the three that we just went over, those ones that we just went over total views, click-through rate, average view duration, absolutely fundamentally you must you must be tracking those. Even if you have a smaller channel, I recommend tracking. Thank you. As you get bigger and you want to get more detailed, you can start tracking these.

Average percentage viewed, that is the percentage of the video that people view. So if it's a 20 minute video and they view 5 minutes, that's going to be a 25% average percentage viewed. Now, this one right here, umm, one of my best videos had a 26% average percentage viewed, 5 minutes and 55 seconds average view duration. Umm, it's less important than AVD, but it's still some Thanks watching!

You know, it's good to pay attention to. Typically above 25 to 30% is going to be good. And here's the lifetime APV of my channel. So 31.2% and last 30 days is 30.8%.

And my channel goal is currently 35%. CPM and RPM. So, this is how much money your video or channel generates from ads per 1000 views. And RPM is how much money ends up in your bank account.

The out of the money that's generated per ads for 1000 views after YouTube takes its cut. Why does this matter? Well, for one you want to make money, right? And you can make actually a good amount of money from YouTube AdSense.

I've had several $50,000 months from YouTube AdSense. I typically make like over 40,000 a month just from YouTube AdSense alone. And here's a secret. YouTube will secretly promote these videos more.

That's something that a lot of people don't know. And it's kind of YouTube's dirty little secret. YouTube will promote these videos more. Because think about it.

They make money from me. That's the only way they make money really on YouTube. I mean there's a few other ways, but not really. That's the main way they make money on YouTube.

So channels that bring them a lot of AdSense money, they're going to promote more. It's just that simple. They will never admit to it, but they do. And I've run lots of split tests on this umm in order to make sure that it's true and it is true.

Umm. Others include engagement rate. If they stay on YouTube after watching your video, basically that can be really good as well. So that would be like session time.

You can you can definitely look into that. Average views per viewer can be good. Engagement rate, you can look at that using vidIQ. That's my favorite way of doing it and it just shows like the total engagement rate.

If you have vidIQ downloaded, it'll show it on the search page or any page you're on like right under the page. With the video, with a percentage, it'll be like 3%, 1%, 5%. These, these metrics aren't that important but again, it's just, it's better if you can get them up, you know. Like a 5% engagement rate or an 8% engagement rate is gonna be better than a 1% or 2%.

Thanks for watching! Umm, the CPM is how much you make per 1000 views and I like to just go with the CPM because that's how much I actually make myself. And I've personally split tested this many times and I know that for a fact YouTube promotes videos that have higher CPM. I'm going to give you three quick examples to prove this just very quickly.

This is my video top 5 college degrees that are actually worth it for 200 days. It didn't get that many views. Umm and then then. All of a sudden it went to this, right?

Why did that happen? Because I started, I got monetized and I started enabling monetization and putting ads in the video. And all of a sudden this happened. My revenue also jumped up big time when I started putting a lot of ads in my videos.

So when I actually started manually placing them and putting mid-roll ads every 90 to 120 seconds, my revenue jumped up tremendously. So I think my revenue went up like double or even close to true. I started putting a lot of ads in my videos. And you can kind of see with this one, the first 72 days, 6,300 views, not that great, and then all of a sudden it took off, right?

And that's when I started you know monetizing and putting a bunch of ads in it. And that's the difference that monetizing your content correctly can make. It increases my revenue by 2 to 3x per 1000 views. And it also increases your views because YouTube will promote you more.

So it's just a win-win for both people, both parties. CPM of my channel, you can kind of see like all of these like, you know, pretty good stuff. This is the CPM, not the RPM. So the RPM is about half of that or so.

Really good.. Thanks for So videos with certain keywords also do better than videos with other keywords. So I found that this is another example of why like YouTube actually does promote people. So I found that videos videos.

Where you have, if you use keywords everywhere, you can actually see how much ad buyers are paying for different keywords. And this video right here has the keyword college degrees and this video has the keyword college majors. This video is actually a remake. Thank you much.

Have week. of this video. So they were essentially like the same. And what ended up happening is for the first one, we had almost the same exact stats as the second one.

You can actually see the second one's a little bit better. The click-through rates better, the average federations about Bye! The same, the average percentage viewed is actually higher on this one, the second one, the college major one. And, you know, 36 versus 24.

So average view duration or sorry, audience retention average percentage viewed is higher. Thanks watching! And, you can see here this is why. College degrees had 894 for the amount that ad buyers, media buyers were paying for this.

Keyword. College majors, even though it's essentially the same thing, was much less. And, this video got promoted like 10 times more. Like this video got way more views.

Like, ridiculous amount more. So I did this uhh this was a test. I did a while ago. So this video has a lot more views now.

But at the time, this video had 10 times more views than this one. And you got paid almost 10 times more for the AdSense. So it, it kinda made sense. Why that was.

So 894 versus 128. So it was like 7, 7 times more. Or something like that. And yeah, you can, you can see.

So if you don't believe me, I don't know what to tell you. Umm, I've split tested this many times. So you absolutely should enable monetization. And you should put ads every 60 to 90 seconds.

Umm, here's a little list of niches that have high CPMs as well. I think YouTube promotes the niches that have higher CPMs more. Umm, for like lesser content or content that doesn't perform better. Or perform as well.

But it still promotes it quite a bit because it has a higher CPM. Advanced metrics for when you have a team. Percent of viewers at the 32nd mark. This is a percentage of people that made it to the 32nd mark in a video.

Umm, this is something you can track in analytics. Very easy to see. It's on the home analytics page. Subscribers per 1000 views.

So this is something you have to kind of manually track a little bit, but it's really easy to track. You basically just divide the subscribers by views. And it's just that simple. And I like my average subscribers.

We'll next week. We'll see you average subscribers per 1000 views. I think it's about 10. Umm, and we try to get that as high as possible.

But this is an indicator of how valuable people find your video and what types of videos you should make in the future. Because of you know people finding it really valuable. Because if they watch the video then they subscribe! That means that they find the video valuable.

And usually that's going to be because of the idea of the video. Because the idea is really important. So, there's a lot of factors but generally anything more than 8 out of 100 views or, you know, 8. Umm Sorry, 8 out of 1000 views is going to be good.

And my all time subscribers per 1000 views is about 9.5. And my last 28 days is about 10.5. So if I publish a video on the ratios 5, that shows my audience didn't like it. And if I publish a video on the ratios 5.

Which shows 15. That shows my audience liked it much more than usual. And I should probably consider making more videos like it. Then this is another advanced at total revenue per 1000 views.

And this isn't just the revenue that you make from AdSense, right? This is your total revenue. So if you put an affiliate link in a video, for instance, to a particular company, that video gets 100,000 views. Let's say it makes, I don't know, 10,000 from AdSense or something.

And then it makes another 30,000 from the affiliate link. So that would be 40,000 views. That would mean that you're making about $400 per 1,000 views. Approximately.

So that's, that's pretty good.. It's not bad. That's not bad at all. I'll in the I have umm the reason that I recommend that people do high ticket products is this right here.

I actually did a study on this where I, it just actually took me like hundreds of hours to do this. I watched dozens and dozens of channel. Reveals where they reveal their income and also podcasts where they reveal their income. And then I looked at the time that the podcast or the channel reveal was recorded approximately then I looked on social blades saw how many views they were getting during that time.

And then I was able to approximately calculate their revenue. And you can see that people who do high ticket products for niche audience have a ridiculously high revenue per 1,000 views. We're talking $7,000 per 1,000 views, $5,000 per 1,000 views, $9,000 per 1,000 views. Absolutely absurd.

So really really good stuff and that's why I recommend that everybody does high ticket products for a niche audience because it's the easiest and best way to make money. Some people don't want to do that. Totally understand. You can you can always do affiliate stuff, but you can see that a lot of these affiliate products are making a lot less, right?

So Graham Stephan makes about $100 per 1000 views with his affiliate and his low ticket courses, right? So high ticket coaching, high ticket consulting services, etc. Those are the best. That's not what this section is about.

So I'm not gonna stay on that for too long. But it is good to track your revenue per 1000 views because you'll get to see which videos are doing the best but more importantly which affiliates are doing the best. So you might promote an affiliate and the you know that type of video that is good for promoting that affiliate only gets 1000 views. And even though the affiliate makes a ton of money you're not going to get that many views so you probably shouldn't do it, right?

Then you do another video, affiliate isn't quite as good but you get 100,000 views on that video and so you're going to end up making a lot more money if that makes sense because even though you're not making as much money per 1000 views the video is getting more views and so therefore you're going to make way more money. Hopefully that makes sense. You can rewatch that if it didn't make sense. Umm.

And what is a good total revenue per 1000 views for a channel? Affiliate. Currently at low ticket 25 to 200 is typical. High ticket with a mass market audience 300 to 1000 is typical and high ticket with niche content 1000 to 7000 is typical.

Pros of affiliate and low ticket, medium ticket, it's relatively relatively passive. That's one of the big huge pros. You can just make a course or you can just promote an affiliate and it's very little work for you on the back end. Cons, your potential income is more limited and it's not as scalable.

Pros of high ticket, you can make much more, much more per 1000 views. Thank you. Your content usually doesn't have to be nearly as polished because you're usually talking to a niche sophisticated audience. High ticket buyers tend to be more sophisticated than they only care about value.

They don't really care much about like fancy editing and dancing clowns and entertainment and jokes and stuff like that. So you're marketing can be relatively basic as long as you're just giving value. Cons of high ticket, it's not easy to make passive. People expect the high level of service from you and your team which means more time from you typically.

You also have to hire sales people and in some cases appointment setters and manage them if you want to try to kind of like automate it or streamline it so that you're not doing all the work yourself and this can be a massive headache. Overall, I still think high ticket is the way to go. It's just so much easier to make money with high ticket and it's the one where I've seen people with tiny followings, tiny channels make a ton of money. I mean 10k per month is just the beginning, right?

You can make way way more than that even with a tiny channel. Now examples of how we track. We like to do weekly meetings. We got this from the book Traction.

Thank attention. And we track relevant metrics. The book Traction is really good if you want to read it. Especially when you start to make a team.

And we track them on a channel wide level as well as on an individual video level. So video didn't do well. We try to figure out why that was as a team. And if it did well, we try to figure out why that was as a team as well.

And when doing this, it's very easy to start noticing trends. What did the videos that did well have in common? What did the videos that didn't do well have in common? And you can almost always narrow it down to what?

One or two things and then take action from there. KPI ownership. When you start hiring a team, every single person needs to own a certain KPI. So we're talking about average view duration, click through rate, all these different things.

Thanks for watching! All need to have an owner, someone who's responsible for them. Okay? Someone who's responsible for getting that KPI up.

Weekly meetings. Whether you have a team or not, you want to be looking at your KPIs on a weekly basis, but if you have a team, it's especially important. So here's an example of one of our recent weekly meetings. This was actually a quarterly meeting.

Take out all the quarterly stuff if you just want to see the weekly stuff. We added some quarterly stuff in there at the first part. You can just take that out if you want to see the weekly stuff. And also if you have a small team, you don't need to make presentations like this.

It's been a good idea to go over your stats in the analytics section on the YouTube studio. Umm and then another thing is if you're just on your own, the only three metrics you should be tracking are average read duration, click-through rate, and total views. That's it. And you shouldn't be obsessing over them.

You shouldn't be like, oh my god I need to make these better. I need to spend all this time tracking them. You really should just be obsessing over uploading more videos and just making the videos better. That's it.

Right? So you can check out the presentation right here. Kind of see what we do. We go over umm this weekly.

We do it every Monday. And we go over video performance and like all kinds of stuff. And you can check that out there. That's super useful.

I think you can even make a copy of that and go ahead and just use it yourself if you'd like. So, hope. Hope you enjoyed this. Umm, analyzing video performance overall.

It's important to do when you start growing a team. Once you've found a good niche, good video ideas, you've got like the basics nailed. Umm, it's important to do this once you have a team. Umm, even before you have a team, you should be tracking those things.

Three important ones, total views, click-through rate, average view duration. Umm, and then once you have a team and you start to grow the team, you should start tracking these other ones as well.

Everything actionable from the other 116 lessons

517 instructions, mined from the lessons that did not make this list

Monetization and High-Ticket Funnel

• Sell a high-ticket product (coaching, consulting, or service) priced at $2,000+ to a niche audience with a painful problem and money.
• Get on the phone or Zoom call to sell high-ticket; do not rely on automated sales pages or webinars.
• Keep marketing and operations skills at intermediate level when selling high-ticket.
• Enable Adsense after reaching 1,000 subscribers and 4,000 watch hours.
• Place ad breaks every 60 to 90 seconds to maximize RPM and YouTube promotion.
• Find affiliate products by scrolling to the bottom of competitor websites and searching for “affiliate”, “referral”, or “partner”.
• Promote each affiliate product maximum once per week at the beginning.
• Search affiliate networks: Impact, CJ Affiliate, ShareASale, Rakuten, Clickbank.
• Negotiate sponsorships through a separate email or team member; never negotiate as yourself.
• Charge sponsors $10 to $100 per 1,000 average monthly views, plus affiliate commission.
• Launch low-ticket digital products ($1 to $300) like templates or mini-courses as impulse buys to collect emails.
• Pick the VSL funnel if unsure; it is simplest and fastest to start.
• Price a DIY course plus coaching between $1,800 and $9,800 for 6 months.
• Limit payment plans to a maximum of 5 installments.
• Offer group onboarding calls of at least 30 minutes, 1 to 2 times per week.
• For B2B clients, choose the done-for-you agency delivery model.
• For B2C clients, choose DIY course plus coaching or done-with-you consulting.
• Start with done-with-you model if you have fewer than 10 clients.
• Price done-with-you consulting between $5,800 and $15,000 for 8 to 16 weeks.
• Keep each program video under 20 minutes; split longer videos into multiple.
• Include exactly one action step per video.
• Outline the action steps needed for results before creating any video.
• Create a Google Doc with the full program outline.
• Create Google Docs for the first 3 videos, then record them.
• Record at least 3 to 10 videos before selling the program.
• Use Loom or OBS to record your program videos.
• Create an onboarding video and schedule onboarding sessions with new clients.
• Pick a group name for your program.
• Customize branding: create a banner with text/logo, set icon in Settings > General, add about page picture with promise, and design course thumbnails in Canva or Figma.
• Create a welcome post with a clear group description and an engaging introduction (e.g., ask where members are from and what they are working on).
• Build classroom: navigate to Classroom, add title, description, cover image, keep all courses open, publish when ready, and use folders to group pages.
• After someone pays, invite them directly via invites and grant access to appropriate courses.
• Enable gamification to unlock content at level 2 and use AutoDM plugin to send automated welcome messages.
• Log into Stripe in live mode, not test mode, before creating payment links.
• Create four payment links per product: full pay, two pay, four pay, and a bit plus.
• Name the product and set the price when adding a new product in Stripe.
• Enable “Save payment details for future use” for every payment link.
• For a two-pay plan, set upfront amount to half the total price with no incentives.
• Charge the second payment manually via invoice 30 days later using saved card details.
• Use the invoice feature to auto-charge a customer at the agreed time.
• Choose a problem-based or aspiration-based hook for the first 5 seconds of your VSL.
• Keep VSL length between 8 and 15 minutes.
• Aim for 10% of VSL viewers to book a call.
• Address 5 to 8 common objections or FAQs.
• Offer a 30-day full refund guarantee if no improvement.
• Cap new clients at 20 per month to create scarcity.
• Use a hard CTA like “join our course now” with social proof.
• Edit the VSL in horizontal format.
• Use a clip-on microphone or second phone for audio; record in a carpeted room to avoid echo.
• Use front-facing lighting (e.g., ring light) and avoid overhead light that creates shadows.
• Use a plain, uncluttered background like a white wall or simple living room.
• Record VSLs horizontally and video ads vertically.
• Record in one continuous take; leave 2-3 seconds of silence at start and end for editing.
• When pausing, freeze in the same position to allow clean cuts.
• Use hand gestures while speaking; studies show it increases perceived loudness by 20-30%.
• Speak loudly enough to be heard in the next room; speak as if talking to a friend with enthusiasm.
• Rewrite the entire sales script by hand twice to build muscle memory.
• Cover parts of the script and write the hidden sections from memory as a test.
• Post in the community collaboration category to find a roleplay partner.
• Meet with your partner multiple times, alternating who roleplays as prospect.
• As prospect, respond naturally without being difficult or testing the partner.
• Focus on extracting the required admission from each phase, not exact wording.

Advanced Traffic Strategies (Paid Ads)

• Go to business.facebook.com and create a business portfolio with your business name, address, and phone number.
• Connect existing Facebook and Instagram pages to the business portfolio in Business Settings.
• Create a new ad account in Business Settings, selecting Eastern Time and USD for currency and timezone.
• Set up a payment method in the ad account’s billing settings.
• Create a Meta Pixel in Business Settings under Data Sources, then Pixels.
• Install the pixel base code on your website by pasting it before the closing head tag.
• Configure events: add lead event on VSL page and schedule event on thank you page.
• Download and use the Meta Pixel Helper Chrome extension to verify pixel tracking.
• List at least 10 problems or frustrations your audience actively tries to solve.
• Go to Facebook Ads Library, find comparator ads, copy links, and note language from top performers.
• Identify 5-7 most commonly wanted benefits from solving the problem.
• Identify 5-7 most commonly experienced pain points clients want to avoid.
• Outline 35 headlines for image ads using formats from Swipe files.
• Pick one ad headline for Facebook ads and one landing page headline with broadest appeal.
• After 3 days of testing, swap landing page headline if a different headline generates more visitors or leads.
• Script description using PSA framework (Problem, Agitate, Solution) with broad hook, benefits focus, and clear CTA; swap after testing.
• Open Canva and start a new design for the image ad.
• Structure each ad: call out (target audience), headline (promise), sub-headline (benefits), CTA.
• Create 30 ad variations by mixing sub-headlines while keeping the CTA identical.
• For each of the 3 template layers, create 10 variations by duplicating and changing the headline.
• Name each ad sequentially: ad1, ad2, ad3, etc.
• Export all ads after completing the variations.
• Optionally remove the background from photos for a cleaner look.
• Start testing campaign with $100/day, 30 image ads, 3 primary text variations (10 each), same headline, different images.
• Set ad set targeting: one large interest, US, age/gender open, placements: turn off threads and audio network.
• Turn off AI enhancements and multi-advertiser ads; use “Learn More” CTA and landing page URL.
• After first batch, turn off ad sets with no winners; keep winning ad set, turn off low-spend ads, add 15 new image ads.
• For third batch, duplicate campaign, delete non-performing one, keep one ad set with 5 video ads, same headline and primary text.
• Scale winning video ads in new campaign with advantage plus, up to 5 ads per ad set, 80% budget on scaling, 20% on testing.
• When making decisions, set date range to last 3 or 7 days because Meta has 72-hour attribution delay.
• If leads not at acceptable rate, fix offer, copy, creative, and funnel before adjusting media buying.
• Create 2 to 3 video ads based on each winning image ad from the testing phase.
• Let each new video ad sustain $1000 per month in spend as a rule of thumb.
• Use the writing checklist: start with direct audience call in first 3 seconds.
• Use the writing checklist: opener must state a specific benefit or bold promise.
• Use the writing checklist: describe problems in audience language, in logical escalating order.
• Use the writing checklist: include proof (client results, stats, or trends) with no vague language.
• Use the writing checklist: ensure CTA is direct, specific, and repeats core benefits.
• Spend 80% of budget on new versions of winning ad concepts, 20% on testing new concepts.
• Kill any new concept ad after it spends $300 if it doesn’t outperform the control.
• Calculate monthly ad need: target revenue divided by 4 (conservative ROAS) equals monthly ad spend; divide that by $500 for number of winning ads needed.
• Launch at least 10 concepts with 10 ads each to get 3-10 winning ads from the 20% test budget.
• Record one original ad, then create 20 hooks from it to make 100 ads from a 40-60 minute recording session.
• Create remixes first: change speed to 1.1x-1.2x, filter, background, fonts, captions, or visual effects using existing footage.
• Create remakes after remixes: re-record exact same script with new energy, props, location, examples, or talent for longer shelf life.
• Run at least one monthly recording session; increase frequency as ad spend scales above $4,000/month.
• Confine all text and visuals inside the green safe margin box to avoid cropping.
• Place hook text near center of frame, using high-contrast colors against background.
• Use Roboto font for subtitles, showing one to two words at a time, max three.
• Start timer when host says “book a call” or similar CTA phrase.
• End timer precisely when speaker says “book a call,” then replace with CTA headline.
• Add black background block behind timer and CTA elements within safe margin.
• Trim ad video strictly to match the provided script, no freestyling.
• Prioritize integrating client testimonials on screen during the first 3 to 15 seconds.

Email and Lead Generation

• Create a Mailchimp account using the free plan for lead magnet delivery.
• Upload your lead magnet file to Mailchimp’s content manager.
• Build an email automation triggered by new subscriber signup.
• Set the automation to send the lead magnet as the first email.
• Add a signup form to your YouTube channel description or website.
• Test the automation by subscribing with a test email address.
• Verify the lead magnet email arrives and contains the correct download link.
• Prepare an objection list: write down 12 most common objections from sales calls, Reddit, and People Also Ask.
• Select 12 objections that you hear most frequently on sales calls and that typically result in “I need to think about it”.
• Write each email about only one specific objection or topic.
• Send welcome sequence: deliver lead magnet, then 3 messages (what, why, how) spaced 1 hour apart.
• Send long-term nurture emails spaced 1 to 2 days apart, with only 1 in 4 emails being a direct pitch.
• Create a 12-email pre-call sequence covering pain points, differentiations, process, and proof.
• Send post-call sequence: email 1 at 1 hour after call, emails 2-10 starting 3 days after, every second day.
• Use Claude (preferred) or ChatGPT/Gemini premium for email drafts; do not use DeepSeek or Grok.

Niche Selection and Keyword Research

• Use the Preliminary Niche Validator GPT to generate a niche hypothesis statement.
• Copy your niche hypothesis statement into the implementation workbook.
• Use the Niche SEO Keyword Finder GPT to get keyword ideas for your niche.
• Use vidIQ’s keyword tool to get additional keyword ideas.
• Paste all keywords from both sources into the implementation workbook.
• Ask the GPT to pick the top five best keywords from the combined list.
• Paste those top five keywords into the workbook.
• Use SocialBlade to track competitor channel statistics and growth.
• Identify each competitor’s first big traction video to understand their entry point.
• When unsure of your niche, make content for the younger version of yourself.
• Steal at least 10 different elements from 10 different creators to build a unique style.
• Write an explicit value proposition: what value viewers get, why care, what keeps them returning.
• Review your own YouTube watch history to find recurring topics for content ideas.
• Allocate 80% of content to solving real problems for growth and 20% to passion topics.
• Write a one-sentence elevator pitch that clearly describes what your channel is about.
• Look at your YouTube history, write down niches you consume for fun, find 10-15.
• Message family and friends: “What am I good at? What do I struggle with? What is my superpower?”
• If after 10 videos you’re not feeling it, or after 30 videos it’s not working, switch niches.
• When in doubt, stick to the broad niches of health, wealth, and relationships.
• List 10 things you are naturally good at, including skills you undervalue due to high-level comparison.
• List 10 things you have done a lot of due to life circumstance, even hobbies like gaming or selling.
• List 10 things you got good at that you weren’t naturally good at initially.
• List 10 things people have repeatedly told you that you are good at.
• List 10 things you are passionate about or would do for free.
• List 10 YouTube creators you are inspired by, with a brief reason for each.
• List 10 non-YouTube creators you are inspired by, with a brief reason for each.
• List 10 psychographic traits of your ideal client avatar (shared beliefs, dislikes, habits).
• Name your channel with your first and last name (real or pseudonym) to signal a personal brand.
• If certain of niche, add a dash and a broad value proposition after your name, e.g., “Shane Hummus, The Success GPS”.
• Target one narrow, specific topic initially to become the best teacher in a small pond.
• Position yourself as the top teacher or expert in that initial niche, not a generalist.
• Use a hybrid personal brand: you are the niche, so viewers watch for you, not just a topic.
• Separate your YouTube brand from any company you launch, so the company can be sold later.
• Limit channel name changes to the few YouTube allows; finalize name only when 100% certain.

Content Idea Generation (ICON Method and Others)

• Install vidIQ extension to see subscriber counts on YouTube.
• Search your keyword on YouTube.
• Find videos with over 100,000 views and channels under 100,000 subscribers.
• Calculate views-to-subscribers ratio: must be 5-to-1 or higher.
• Screenshot at least 3 videos meeting all criteria.
• Use the Icon Method Checker GPT to evaluate each screenshot one at a time.
• If GPT returns “soft fail,” consult your coach before proceeding.
• If GPT returns “strong pass,” use that video as your idea.
• Type your niche keyword into YouTube search and copy the auto-suggested terms that appear.
• Go to a competitor channel, sort videos by “Most Popular”, and extract their topic keywords.
• In vidIQ, enter a seed keyword, select “Related Keywords”, and note the list; adjust by search volume.
• In vidIQ, search a competitor channel name and review its “related keywords” for semantic topics.
• Use Keywords Everywhere: type a keyword in Google, then click “Before” to see common prefixes like “best” or “how to”.
• Use Keywords Everywhere: append each letter of the alphabet (a to z) to your keyword and note high-volume variations.
• Go to anvaka.com, enter a subreddit name, and copy the list of semantically related subreddits.
• Use Wordstream free keyword tool: enter a keyword, select “All industries” and “United States”, and scan the output for relevant terms.
• Find topics hot on Reddit, Amazon Kindle, Twitter, TikTok, Instagram, or blogs that haven’t reached YouTube yet.
• Use Amazon Bookstore Best Sellers: pick a book with thousands of ratings, read it, and make a documentary from its juiciest parts.
• Search Reddit for your niche (e.g., “self-development Reddit”), find topics with high upvotes and engagement, then make a YouTube video on that topic.
• Use BuzzSumo: type a keyword, sort by engagement, and turn the top article into a YouTube video.
• For listicle videos from BuzzSumo articles: review the list, give your opinion on each item off the top of your head with no notes.
• Remake method: pick your best-performing video, analyze why it worked (format, keyword, style), and make a similar video every 3-6 months.
• Question method: if the same question appears repeatedly in comments or across the internet, make a video answering it.
• If a question is ridiculously specific (e.g., “best degrees for bisexual females in Thailand”), skip it; only answer questions your target buyers would ask.
• Use the ICON method to find Muse videos, no other method.
• Collect 30 video ideas using 5-10 niche keywords.
• Screenshot each video in search view with VidIQ free extension enabled.
• Include in each entry: thumbnail, title, view count, subscriber count, and video link.
• Paste screenshots and links into a Google Doc with your name and email at top.
• Set Google Doc sharing to “anyone with link can comment”.
• Share the document link in the group chat for coach feedback.
• After your video is posted 2+ weeks, add a screenshot and link of your video next to its Muse video.
• Download the free vidIQ extension to view subscriber counts and video stats without clicking.
• Search YouTube for niche keywords, find videos with at least 100k views (or 30k for small niches).
• Ensure the channel has ≤100k subscribers (lower for small niches) and a views-to-subscriber ratio ≥5:1.
• Evaluate the video’s thumbnail, title, and length (optimal: 10, 14 min 59 sec or 19 min 59 sec).
• Check for fake views: if 100k views but only ~20 likes and 1 comment, ignore the video.
• Watch the first 30 seconds; if sound, intro, focus, video quality, or lighting are poor, it’s a good muse video.
• Collect 10 to 30 muse video ideas in one batch, storing them in Asana with columns: Content ideas, Soon ideas, Title thumbnail, etc.
• Never copy the muse video’s title or thumbnail; only steal the idea and improve execution.
• Use vidIQ Keywords tab to find keyword ideas; start with broad niche term and filter by search volume.
• Cross-reference keywords with Keywords Everywhere tool to see monthly search volume and related terms.
• Search YouTube for the keyword, apply filter by view count, then screenshot videos from channels under 100k subscribers.
• Save video link and channel name for each candidate; reject channels with Indian accent if targeting US clinicians.
• Check each candidate video’s engagement rate in vidIQ; reject if below 1% (may indicate fake views).
• For competitor channels, use vidIQ related keywords tab on channel name to find additional keyword ideas.
• Add “glamping” to keyword list if it appeared during research; it may indicate a related high-opportunity sub-niche.
• If thumbnail has no human face, no eye contact, no emotional expression, or over 7 words, add it to candidate list anyway.
• Use vidIQ to search main keyword, sort by search volume, then by related score, and write down all high-volume related keywords.
• Type main keyword into YouTube, browse without filters first, then filter by view count to find videos with high view-to-subscriber ratios.
• Save video links and channel names for any video with a view-to-subscriber ratio of 3:1 or higher.
• Skip Indian market videos by hovering over thumbnails to check for Hindi text or Indian currency symbols.
• Skip videos that are likely ads: check for zero comments, 4M+ views, and less than 1% like rate.
• For small channels (under 10k subs), target keywords where videos have 30k+ views from channels under 1k subs.
• Use Keywords Everywhere to find keyword variations by typing a star before the keyword (e.g., “* options trading”).
• For each saved video idea, decide if you will replicate, react to, or refute the topic based on your expertise.
• Use vidIQ and Keywords Everywhere extensions simultaneously for keyword research.
• Filter YouTube search results by view count first, then check engagement ratios.
• Target keywords with 100x+ view-to-subscriber ratio for high-potential videos.
• For sound/masking videos, title specifically (e.g., “Tinnitus Smooth Brown Noise”) without unrelated terms.
• Create reaction/review videos of viral tinnitus content with your face overlay.
• Search bottom-of-funnel keywords like “tinnitus canceling hearing aids” for high-conversion content.
• Batch produce 5 sound-type videos in one day, upload, and test performance.
• Copy competitor channel links from popular videos, then analyze their “Popular” tab for ideas.
• Open vidIQ search, type competitor channel name, and note search volume and related terms.
• Calculate view-to-subscriber ratio for each video by dividing views by subscribers.
• Screenshot videos with poor production quality (bad audio, thumbnail, editing) but acceptable ratio.
• Log each opportunity in a Google Doc with video link and ratio (e.g., “3 to 1”).
• Exclude Indian channels; their audience inflates numbers and doesn’t match B2B clinicians.
• Test 5-10 video ideas from the list to see which perform when recreated.
• Aim to generate 30 candidates initially, then select 10-15 with the best potential.
• Favor negative or controversial topics (e.g., “Portugal is dead”) if they show strong ratios.

Scriptwriting

• Paste your title into No Click Script Writer Pro to generate script outline and full script.
• Click dictate and talk to the tool to add more context before generating.
• Get an outline first, then a full script (5-10 minutes long).
• Iterate by talking to the tool: say which points keep, change, or add.
• Use a Google Doc for scripts; structure it with sections: title, purpose, thumbnail, intro, keywords, tags, above-and-beyond gift, description, sources, body.
• Keep the Google Doc filename unchanged when collaborating; change the title in the title section and star the chosen one.
• Write the intro near the thumbnail and title to see the “holy trifecta” together.
• For thumbnail: sketch on paper, take a photo, airdrop to laptop, insert into the doc.
• For above-and-beyond gift: create a custom PDF or download, mention it at the start but don’t reveal where in the video.
• If pivoting niches, write a short SEO-optimized sentence in the description to signal the algorithm.
• Use keyword research to find search volumes; paste keywords and volumes into the doc.
• Write scripts with specific numbers, examples, or personal anecdotes instead of generic statements.
• Alternate A-roll (talking head) with B-roll (voiceover) segments to improve retention.
• Add parentheses in scripts specifying exactly what B-roll should appear during each line.
• Train editors that whenever you look off-camera at a script, they must overlay B-roll 100% of the time.
• Insert pattern interrupts: unexpected sounds, animations, or visual changes every 60-90 seconds.
• Mention hours invested (e.g., “I spent 150 hours researching this”) to imply perceived effort.
• Include one piece of original flair per video, like a custom animation or sketch no competitor uses.
• State a single repeated key phrase exactly twice maximum to emphasize without annoying viewers.
• Use BuzzSumo to find highly shared articles in your niche; analyze comments for questions.
• Search a subreddit (e.g., r/personalfinance) for a specific keyword (e.g., “401k”) to find common questions.
• Use shortform.com to read book chapter summaries in 30 minutes for research.
• Ask ChatGPT: “Give me a historical anecdote similar to [your concept]” to generate analogies.
• Write script to 95% completion before watching competitor videos, then compare and adjust.
• Copy from at least 10 different sources to create a unique style and avoid copying one person.
• Use Google Docs for script writing and Asana for project management.
• Hire script writers from the Philippines via Onlinejobs.ph.
• Target hires from Davao City, Tagum, or blue zones outside Manila.
• Hire a content strategist to do quality control on scripts before they reach you.
• Have the content strategist train script writers on your niche and style.
• Use the expensive copywriter method only if your business makes over $1M/year and most leads come from YouTube.
• For 99.9% of creators, use the affordable Philippine copywriter method.
• Delegate everything except recording the videos yourself.
• Record interviews in Riverside to get separate camera angles and a timestamped transcript.
• Replace the capitalized sections in your CGP master prompt with your video’s title and details.
• In the prompt, require the hook to be under 60 seconds and generate curiosity, desire, and FOMO.
• Specify the target audience (e.g., “men over 50 with families”) in the prompt.
• Paste the interview transcript (with timestamps) into Claude.
• Paste an inspiration transcript from a similar creator into Claude for style reference.
• Ask Claude to include timestamps for sound bites so your editor can locate them.
• Request teleprompter-friendly script and no fluff in the prompt.
• Write opinion-based listicles as bullet points on a flashcard, then talk off the top of your head.
• For fact-based listicles, hire a writer to create the full script without your input.
• For hybrid listicles, have your team write 1.5 to 2x the number of items than the video calls for.
• When recording a hybrid script, scroll through the long script and pick which items to mention in real time.
• Use ChatGPT for parts of the script and mark those sections with a gray highlight.
• If you are a solopreneur, find a blog article, insert your opinion on each point, and credit the publisher.
• Decision rule: use hybrid listicles if you have a team; use opinion-based listicles if you are a solopreneur.
• Use Claude AI (Claude 3.5) for scripting; create a project, add your life story and customer wins as knowledge base content.
• Add custom instruction to project: “Don’t limit your response to the project knowledge base; feel free to include outside sources.”
• For quick script: paste template prompt with video title, target audience, length (e.g., 20 minutes), CTA goal, example script from a different-niche creator, and outline.
• After first Claude response, type “continue” to finish the script if it stops.
• For custom hook: use CGP prompt: state your role, niche, video title, content style, goal (retention via curiosity hooks and open loops), reference creator’s style, paste their intro transcript.
• To refine hook: say “I like everything but it does not sound like me. Adjust wording to match my voice. Here is a sample of how I talk.” then paste your own script sample.
• For body script: reuse CGP with goal changed to “write a full length video script” specifying length in minutes; include the refined intro.
• After script generation, command “update the script with anecdotes from my life story” to personalize using project knowledge base.
• Use the “is a degree/career worth it” template: copy paste the structure for 50-100 similar videos, swapping only relevant data for each.
• Have your team select the idea and write the script 100% before you record; you only record the video.
• Record in multiple takes, not expecting a single perfect take; the instructor shows raw footage with mistakes.
• Use the provided script writing SOP to train your team; it contains links to other useful resources.
• Design scripts so others can easily write them: make them replicable, not dependent on you alone.
• Research the best online resources for a topic upfront, then build a template from that research.
• Reuse the same template for 50-100 videos to massively save time on scriptwriting and outsourcing.
• Access the template and ChatGPT prompts from the course’s AI section; they are used repeatedly in scriptwriting.

Recording and Production

• Use an outline, not a full script, for phone recording; write on paper, sticky notes, or whiteboard.
• Add reminders to outline, e.g., “tell a story here” or “CTA”.
• Place outline high near camera lens to avoid looking down while recording.
• Record with phone in landscape mode, with camera at eye level.
• Use Descript for teleprompter method (free or $20-25/month to remove watermark).
• Copy full script into Descript’s teleprompter and position it at top of screen near webcam.
• Read from teleprompter, pausing after each sentence to let text scroll.
• Include a CTA in description: “check out the resources... down in the description and comment below.”
• Use OBS and Elgato Cam Link to record directly to computer for instant playback.
• Batch record 3-6 videos per session to maintain energy and efficiency.
• Place script on elevated computer to left of camera at eye level to avoid looking down.
• Do a test recording before each session to check audio, lighting, focus, and appearance.
• Dial energy up to 10 before recording, then come back down to compensate for camera charisma loss.
• Say “cut that part” when making a mistake to mark edits for the editor.
• Keep hands in same place during pauses to make cuts seamless.
• Drink coffee or yerba mate before recording to boost energy.
• Spend 2 hours batching 30 video ideas using the ICON method.
• In 2 hours, create thumbnail, title, intro using Canva: 2-4 word text, 2-3 colors, face zoomed, numbers for money, unique text, story, no year, use thumbsup.tv to preview.
• Write script in 1 hour using bullet points on a card; for listicles, write few sentences per item and speak spontaneously.
• Record each video in 30 minutes; batch record 3 videos per session with 15-minute breaks.
• Edit each video in 3 hours max: cut silences maintaining flow, use GIFs, zooms, text animations, minimal sound edits.
• Upload and optimize quickly; do not spend time on SEO or tags at this stage.
• Maintain a buffer of at least 2 weeks (6 videos) ahead by batching production.
• Focus only on idea generation and video creation; ignore optimization, promotion, or business admin.

Thumbnail Creation

• Screenshot a frame from the first few seconds of your video that looks like a thumbnail.
• In Pixels, prompt: “Place the text you think appropriate on the left, 3, 4 words max. Keep my face on the right. Add a visual representing YouTube.”
• Then prompt: “Brighten my face, make it pop from the background, and ensure it looks natural.”
• For thumbnail text, use 3 to 4 words maximum; cover the title and verify the thumbnail alone tells the story.
• Ensure thumbnail is congruent with the title and video intro; do not repeat the exact title.
• Include a visual in the thumbnail that represents the video’s topic, e.g., a hard hat for trade careers.
• If you screenshot a wrong facial expression, ask Pixels to change it to match the title’s vibe.
• Use NanoBanana (free) or Canva as alternatives: screenshot frame, then edit in Canva, adding your own text and visual.
• Take a screenshot of a frame from your video where you are making a slightly unusual or off-kilter facial expression.
• Open Canva, create a YouTube Thumbnail template, paste the screenshot, and click Edit, Adjust, Auto Adjust.
• Increase the intensity slider until your face and background pop, then leave contrast, shadows, and blacks mostly untouched.
• Drag the image so your face is off-center, leaving empty space on one side for text.
• Add white text in Impact font, all caps, using a phrase from your video title, and set line spacing to tighten gaps between lines.
• Apply Effects: add a black outline with thickness around 18, then add a Lift effect to make text readable without a background box.
• Zoom the thumbnail to phone-screen size and confirm all text is readable at that scale.
• Download as PNG; if file exceeds 2 MB, re-download as JPG.
• Never use the same words in the thumbnail that are in the title.
• Use SEO-friendly search terms in the title, clickbait or enticing words in the thumbnail.
• Put numbers, especially dollar amounts, in the thumbnail; put dates in the title.
• Use only two bright colors on opposite sides of the color wheel with outlines in the thumbnail.
• Ensure thumbnail has balanced empty and filled space diagonally.
• Make whites of eyes very visible and pop out in the thumbnail face.

Title and Intro (Holy Trifecta)

• Write 10 to 20 different title versions on a Google Doc, star the best one.
• Set title with 50% emotional and 50% analytical balance.
• Place main SEO keyword as close to beginning of the title.
• Use YouTube search bar and Keywords Everywhere to find high-volume keywords.
• For newbies, keep title 90-95% identical to icon method muse video.
• Ensure title differs from muse video’s title; do not copy exactly.
• Keep title 60-70 characters or shorter; use fewer words.
• Put dollar amounts in thumbnail, dates in title for easy updating.
• Use GPT to generate 5 title variations that are 90-95% similar to original.
• Use the straight-into-it intro: repeat the title, add a big promise, keep it under 15-30 seconds.
• Write the intro word-for-word, do multiple takes until it’s perfect, and change it if it feels incongruent with the thumbnail and title.
• Address the promise from the title and thumbnail within the first 15 seconds to prevent click-off.
• Match the intro’s emotional tone to the thumbnail and title.
• Include social proof, pattern interrupts, and a controversial take in the intro.
• Use vidIQ or Keywords Everywhere to find keywords for your topic, sorted by search volume.
• Write 5 different title sentences, each starting with a high-volume keyword near the beginning.
• For each sentence, rewrite it 5-10 times with variations in case, punctuation, and word order.
• Select the 3 most appealing titles by reading them and noting which triggers the strongest emotional response.
• Star your top pick, then ask the client for their preference among the 3 finalists.

Video Editing and Optimization

• Use Descript to edit videos by deleting text from the transcript, which removes the corresponding video segment.
• Run Descript’s “Edit for Clarity” AI tool to remove filler words, digressions, blather, and obvious cuts.
• Apply Descript’s “Studio Sound” AI tool to improve audio quality for YouTube upload.
• Use Descript’s “Remove Filler Words” tool to find and delete all instances of filler words.
• Use Descript’s “Remove Retakes” tool if “Edit for Clarity” did not already handle them.
• Export the final video from Descript by clicking “Export” then “Download.”
• Name the downloaded file the same as or very similar to the video’s YouTube title.
• Export video in 4K resolution (3840x2160) even if source is 1080p, to get higher bitrate and YouTube promotion.
• Enable monetization on every video; YouTube promotes monetized videos more in search results.
• Set video to private on upload, then schedule publish date to optimize before going live.
• Place ads manually every 60 to 90 seconds, right before revealing a key answer or big reveal.
• Add video to 3-5 relevant playlists that match the topic, not unrelated ones.
• Create a private playlist per editor to track their click-through rate and average view duration over time.
• Use a custom 7-second end screen animation with arrows pointing to the recommended video.
• If using chapters, label them generically (e.g., “First Career”) to avoid giving away content and reducing retention.
• Put the primary call-to-action link at the very top of the description.
• Add a short SEO-optimized description directly below the CTA link.
• Include a legal disclaimer in the description if desired.
• List any referenced sources or credits at the bottom of the description.
• Use YouTube Studio’s default description setting to auto-insert recurring text.
• Publish video 15 minutes before your audience’s peak watch time.
• Publish at the same time on a consistent schedule (e.g., Mon/Wed/Fri at 3:45 PM).
• Immediately after publishing, pin a comment containing a link to your product, lead magnet, or booking call.
• Respond to every comment within the first hour after publishing.
• Delete comments that are political, spam, scam, summarize the video, or provide timestamps.
• After one hour, check thumbnail CTR: if below 6% and low impressions, change thumbnail every 2 hours; at end of day, keep best-performing.
• If solo, skip thumbnail A/B testing; only do with a dedicated thumbnail designer.
• Set a target CTR for your niche (e.g., 4-6% for finance news); adjust if video is heavily promoted in Browse.
• Set video to unlisted or private for up to 24 hours before publishing to check for monetization or visibility issues.
• Schedule videos at least two weeks ahead, do not use Premiere, pick time and time zone then click done.
• Enable “allow embedding” and “publish to Subscriptions Feed and notify my subscribers” always.
• Set comments moderation to “basic” to remove spam and scams while allowing negative comments.
• Turn on monetization and enable midroll ads if available, let YouTube auto-place them.
• Add an end screen with a specific video, like a testimonial, positioned at the video’s end.
• Use ChatGPT to generate tags: paste video title and ask for a bunch of tags, then copy them in.
• Name thumbnail file the same as the video title before uploading.

Analytics and Performance

• Post videos and forget about them for the first 174 days; do not monitor first-day stats.
• Check video performance only after 6 months, when you have significant channel data.
• Upload consistently every week to build algorithm trust tiers.
• Spend your time making and uploading videos, not editing scripts or over-polishing.
• Solve real problems for clinicians with real money; nothing else matters.
• If a video gets under 200 views in first 2 days, ignore it and keep posting.
• If you earn $800-$1000 in month 2, treat it as accounts receivable that compounds.
• Continue posting even when videos get 4,000 views in 68 days; they feed impressions to future hits.
• Compare first-24-hour impressions to your channel’s average to determine if the idea is an issue.
• Check traffic source: prioritize browse features and YouTube search for growth-oriented channels.
• If impressions are above average, evaluate click-through rate: aim for 4%+ in educational niches, 6%+ in competitive niches.
• If CTR is significantly lower than your usual, re-upload a different thumbnail and ensure title-thumbnail match.
• Analyze retention graph: identify dips for drop-offs and straight lines for steady retention to learn what works.
• Cut ending indicators like “thanks for watching” from video to avoid retention dip and improve overall retention.
• Use retention graph peaks to identify where viewers skip to via timestamps and adjust content accordingly.
• If retention is low but impressions and CTR are good, edit out low-retention sections to boost watch time.
• Test 3-10 video ideas from ICON method, then re-evaluate performance.
• Double down on the best performer by making more videos on that topic.
• Drop everything and make more videos similar to any video that pops off.
• Target channels with under 100k subs for idea inspiration when your channel is small.
• Create at least 10 videos before expecting to find a winning idea.
• Track which videos generate the most income, not just views.
• Use testimonials, interviews, and reviews for high-conversion videos.
• Write scripts for multiple similar videos at once to increase output.

Channel Setup and Branding

• Set default upload visibility to “Unlisted” to prevent accidental public publishing.
• Set channel as “Not made for kids” to retain comments and like features.
• Block links in comments under the moderation settings to prevent spam.
• Set your country of residence in YouTube Studio for tax and AdSense linking.
• Change your handle to remove auto-generated numbers for simplicity.
• Set currency to US dollar unless you primarily work in another currency.
• Avoid hiring SEO contractors from Fiverr or Upwork to prevent fake traffic.
• Use remove.bg to remove photo background, then Canva to add a bright background color (yellow, red, bright green, or bright blue).
• Ensure profile photo shows face from chest up with visible whites of eyes and an emotional expression (e.g., intrigue).
• Name channel as [First Name Last Name] - [Broad Niche Descriptor] unless 100% sure of specific niche.
• On channel banner, include your photo, name, and a tagline stating value proposition; optionally add a call to action (subscribe or webinar date).
• On homepage, if optimizing for conversions, feature a testimonial video or VSL; if for subscribers, feature best-performing video and a playlist of top videos.
• Add a video watermark with a sub-confirmation link (link that opens subscribe popup).
• In channel description (about page), write one-sentence elevator pitch and include a sub-confirmation link.
• Use sub-confirmation link in channel links and watermark link.

Team and Outsourcing

• Use Asana board with columns: Trending content ideas, Content ideas, Soon ideas, Ready for production.
• For each video idea, take a screenshot of the thumbnail and title, then link to the original video in Asana.
• Hire a video editor first, then a script writer/researcher, then a thumbnail designer, then optionally a virtual assistant.
• Use onlinejobs.ph to hire from the Philippines, specifically Davao City for lower-level roles and Manila for higher-level roles.
• Create a new employer account on onlinejobs.ph for each hiring round to get profile boosts.
• Post a job listing with clear expectations for work hours and pay, using the provided example as a template.
• Have candidates complete a skills assessment and test, using the provided sample instructions.
• Incentivize team referrals with a bonus, e.g., 10,000 PHP upfront and 10,000 PHP after three months.
• To hire a freelancer full-time, send them a Google Doc with your email off-platform to avoid platform bans.
• Start with minimalist editing for high-ticket B2B channels, then switch to retention editing after finding product-market fit.
• Search Fiverr for thumbnail gigs, filter by ratings and portfolio quality, select 3-5 candidates.
• Batch 6-12 thumbnail requests to send to the chosen designer.
• Create a weekly Canva report tracking: views, subs, AVD, CTR, subscribers per 1000 views, 24h views, total views, subs gained.
• Attribute each video to its editor and review its performance individually in weekly meetings.
• Assign each team member one KPI they own and are held accountable for.
• Use vidIQ paid version to screenshot competitor metrics and include in weekly reports.
• In weekly meetings, have each person give one shoutout to a teammate based on a core value.
• Give video editors a $200 bonus when their video reaches 100k views within 30 days.
• Create an accountability chart showing each team member’s specific responsibilities.
• Use provided SOP templates for video editing and script writing as team guidelines.

Quality Control and Systems

• Use Frame.io for video editing review and timestamped feedback.
• Use Asana to manage tasks across your YouTube team.
• Generate 30 video ideas in one batch for the idea generation checkpoint.
• Triangulate all cited information from at least two independent sources.
• At final checkpoint, verify thumbnail is uploaded, not YouTube’s suggested one.
• Check card and end screen timing: ensure they appear at the correct moments.
• Test all links in description weekly; add https:// if they don’t turn blue.
• At stage one, limit each video to 3 hours to maintain 3 uploads per week.
• Upload at least 3 videos per week in the education niche.
• Do a 30-day challenge: upload one video every day for 30 consecutive days.
• Focus on quantity over quality until you have uploaded at least 30 videos.
• After 30+ videos, shift to quality only after finding high-demand ideas.
• When you identify a promising idea, produce the video as quickly as possible.
• Produce minimum viable videos (low time/effort) until you find ideas with a starving audience.
• Once you find those ideas, double down and increase video quality.
• Upload at least one video per week; ideally three videos per week.
• Spend no more than 3 hours per video if you have 10 hours total per week.
• For every 1 hour of YouTube education, take 5 to 10 hours of action making videos.
• Compare your video side-by-side on two phones with a top-tier channel’s video to check audio, lighting, framing, background, and editing.
• Meet minimum quality: clear face and audio, good lighting, non-distracting background, non-choppy editing.
• Expect to upload for 3 to 6 months before seeing traction.
• Watch the common mistakes video once a week to audit your channel.
• Review the Minimum Viable Video doc linked in the lesson.
• Target three uploads per week before increasing production quality.
• Spend five hours on three different videos instead of 15 hours on one.
• Skip editing that takes more than minimal time; it is not important.
• Only increase production quality after finding winning ideas via evolution and icon methods.
• Use OBS to record directly into your computer; test video before recording to catch issues.
• Use CapCut for video editing if you are a beginner, not Adobe Premiere Pro.
• Use Frame.io with timestamps for video review submissions.
• Upload thumbnails to ThumbsUp.tv.
• Use ChatGPT 3.5 to generate initial script skeleton, witty jokes, comparisons, metaphors, and analogies for video ideas.
• Use ChatGPT 4 to rewrite “how to get started” content.
• Wait at least 7 days after publishing before starting thumbnail AB tests.
• Use TubeBuddy’s paid AB testing feature to run the test.
• Configure TubeBuddy to automatically select the winning thumbnail.
• Only run AB tests when you have a team, not as a solo creator.
• Only run AB tests after your channel consistently gets high views.
• Only run AB tests after mastering niche, ideas, scripts, quality, and 3 videos per week.
• Set a click-through rate goal of 6% as a baseline for your niche.
• If you are solo or views are low, do not AB test thumbnails.
• Select 30 videos still receiving impressions with stable, non-rising CTR.
• Have two thumbnail designers each create one new thumbnail per video (60 total).
• Use TubeBuddy to AB test each new thumbnail against the original thumbnail.
• Switch to the variation thumbnail if its CTR exceeds the original CTR.
• Tally the number of wins per designer to evaluate thumbnail performance.
• Retain the winning thumbnail for each video after the test.
• Switch to variations with large CTR improvements, like 17% higher, to boost impressions.
• Select 6 to 12 best video ideas generated exclusively from the icon method.
• Create a title for each video idea that hooks the audience.
• Design a thumbnail for each video idea that supports the title.
• Write an intro for each video idea that matches the title and thumbnail.
• Include 5 to 10 alternate titles per idea for feedback selection.
• Include multiple alternate intros per idea for feedback selection.
• Add thumbnail prototypes from other channels with similar psychographics.
• Record a Loom video explaining your work and paste it at the top of your document.