0:00 Last month we did around 700. 0:01 >> This is Cameron England. He's 20 years 0:03 old, currently doing around $700,000 a 0:06 month, and he's built most of that off 0:08 the back of YouTube. But the crazy part 0:10 is his YouTube channel is nowhere near 0:13 as optimized as it could [music] be. 0:14 He's already making an insane amount of 0:16 money despite massive gaps in his 0:18 strategy. From the videos he's choosing 0:20 to [music] make, how he packages them to 0:22 what actually happens once somebody 0:23 clicks. So, I sat down with Cameron and 0:25 broke down his entire channel in real 0:28 time. For context, I run YouTube 0:30 channels for some of the biggest 0:31 creators [music] and brands in the 0:32 world, including Gary Vee, Ali Abdal, 0:34 and Many Chat, and helped build channels 0:36 that generate millions of dollars per 0:38 year from complete scratch. And in this 0:40 video, I'm going to be breaking down 0:42 exactly what's holding Cameron's channel 0:44 back, how I'd find the videos with the 0:45 highest chance of blowing up in his 0:47 niche, how I'd package them to stand out 0:49 and beat what his [music] competitors 0:51 are already doing, and how I'd structure 0:53 those videos so the additional attention 0:55 actually turns into customers and 0:56 revenue growth from what he's already 0:58 making. Because Cameron has already 1:00 built a $700,000 a month business with 1:02 an underoptimized YouTube channel. So, 1:04 the real question is, what happens when 1:06 we fix it? Let's watch and find out. 1:08 Cool. So, we're going to be doing a 1:09 YouTube breakdown of Cameron England 1:12 over here. So, do you want to introduce 1:13 yourself? Let the viewer know what you 1:15 do. 1:15 >> So, I'll just give you some context. We 1:16 run a an agency in the medical space, 1:18 but our main offer is License and Scale. 1:20 We help agencies start and grow and we 1:22 have the recruiting of as well. 1:24 >> Cool. Nice. So, we're just going to dive 1:25 straight into it. So, this is how the 1:27 structure is going to be. So, first I 1:28 need to understand the current situation 1:30 of your channel and then like understand 1:32 what your goal is with the YouTube, your 1:33 current target market cuz I know you had 1:35 an offer and it's shifted. 1:36 >> Yeah. and then we'll get into the full 1:37 audit and then I've got some like 1:38 proposed strategy and ideas that I think 1:40 initially would be good. So, first of 1:42 all, give me the current situation of 1:43 the channel overall. How much is it 1:45 making? Like just paint the whole 1:47 picture. 1:47 >> Yeah. So, for context, last month we did 1:49 around 700. All of that is coming 1:51 organically. Around 50% is backend. So, 1:53 this is upselles, renewal. So, people 1:55 that are still coming from organic, 1:56 we're just upselling. But month over 1:58 month, organically, we'll do like 350 to 2:01 400 on the front end. This month's going 2:02 to be an anomaly where we do more. Yeah. 2:04 >> So, like Yeah. 300, 350, 400 ballpark. 2:07 We're going to do from YouTube and 2:08 Instagram combined. So, we kind of 2:10 attribute them as like yes, we have 2:12 Trackio set up and we know where they 2:13 come from, but we also know that people 2:14 that come from Instagram, go to YouTube 2:16 and then come back to Instagram and they 2:18 they kind of like jumbled together, 2:20 >> right? Okay, cool. So, with Track You've 2:23 got the attribution set up, like how 2:25 clearly are you able to actually see how 2:27 much you think is purely coming from 2:28 YouTube from like a firstclick 2:29 attribution standpoint? I know you 2:30 probably don't have Again, it's messy, 2:32 but 2:32 >> I would say like 200. 2:33 >> Okay, cool. So, and when we actually go 2:35 to the channel, do you have an idea of 2:38 which videos are driving the most for 2:40 you? 2:40 >> I do. 2:41 >> Okay. Go through that. 2:42 >> So, the way I look at it is I'm looking 2:43 at like the qualitative and the 2:45 quantitative. Qualitative meaning, you 2:46 know, when I speak to people when they 2:48 close, what they say on the sales call. 2:50 We also have a set of questions in the 2:51 onboarding form that asks where they 2:53 came from cuz that might not 2:54 quantitatively reflect in the data, but 2:56 qualitatively it might be like, hey, I 2:57 saw this video and this is how I became 2:59 aware and then this is what actually got 3:01 me over the line. So, for example, I 3:03 know these videos, even though they 3:04 didn't get a lot of views, it was me 3:06 breaking down like specific kind of 3:08 businesses, like an info business, a 3:10 sales coaching business. I know that we 3:11 got a few like 20k pips alone from these 3:14 videos for the reason that they're like 3:15 high level 200k to 600k a month. Like, 3:18 that's not going to resonate with 3:19 somebody making nothing. In terms of 3:20 other things, I mean, this is just 3:21 purely top of funnel, so I know this is 3:23 just awareness. 3:24 >> I know my Google doc based videos work 3:26 really well. Like, you saw that and 3:28 obviously you got value from that. I 3:29 would say out of everything, the ones 3:31 that usually get the most people booking 3:33 calls and closing are these Google doc 3:34 based videos. 3:35 >> That would have been my hypothesis as 3:36 well. So you have these ones which are 3:38 more the miscellaneous personal ones 3:39 where you're just sitting down and 3:41 talking to the camera. What are you 3:42 seeing from those like you know you see 3:44 those playing upon the strategy? So, I 3:46 did this like I did this I did this 3:47 random test, right? 3:49 >> But I when I saw it, I was like, "Yeah." 3:50 >> And it worked. This was just So, you 3:52 know, you can see here that I'm doing 3:54 these like proper well put together 3:55 videos for a while and I just got a 3:56 little bit drained of doing it cuz I 3:58 didn't enjoy it. And then I made this of 4:00 me just like reflecting and it actually 4:02 popped. And funny enough, all the closes 4:04 we got like 3 weeks after that video, 4:06 like 90% of them were like, "Yeah, I 4:08 just saw Cameron's video. It was so 4:09 honest." I'm like, "I actually didn't 4:10 believe you made that money." And then 4:11 he made that video. And I'm like, "Fuck, 4:13 he's like actually telling the truth." 4:16 solidif 4:26 audience. So now I'm doing like one 4:28 value dense training like this one or 4:30 this one like a Google doc and then I'll 4:32 do like one either a test or like a just 4:34 a raw video of me sharing value or just 4:37 being honest about reflection in my 4:38 life. 4:38 >> Okay, cool. Yeah. And I think we'll talk 4:40 about this cuz I think that's going to 4:41 play a big part and I think you can lean 4:43 into that really well when you're making 4:45 these like Google Doc videos, the ones 4:46 that are more planned educational 4:48 videos. What's the process for being 4:49 like I'm going to make this video and 4:50 then also your process for like planning 4:52 just at a high level even more so 4:53 deciding on what videos to actually 4:55 make. 4:56 >> There's two main things that I look at. 4:57 The first one is I look at like what are 4:59 the commonalities between what my 5:00 clients are saying? Like what are they 5:02 constantly struggling with and 5:04 complaining about? Because that gives me 5:05 a good indication of like this is my 5:07 ICP. What can I now make content on to 5:09 get more people like this? Like this one 5:11 I kept getting questions on people like, 5:12 "Yo, is there any videos in the training 5:14 on like how to scale a fulfillment team 5:16 past like X?" I was like, "Okay, every 5:18 agency past like 50k a month struggles 5:20 with this." The other side, which is the 5:22 one that I focus on the most, is like 5:23 sales calls, objections, things they're 5:26 struggling with, what people putting on 5:28 the onboarding form of like what made 5:29 you sign up and then looking at 5:31 onboarding calls as well. So, this is 5:32 probably our most valuable piece of 5:34 data. So we analyze all our onboarding 5:36 call transcripts and our onboarding 5:38 forms and we see the commonalities 5:40 between their problems. 5:42 >> So we see a ton of people were getting 5:43 constrained at like oh they're at a 5:45 million a year but they don't know how 5:47 to scale fulfillment to remove 5:48 themselves. So I'm like that's a really 5:49 good video idea that I know would only 5:51 resonate with a high level demographic. 5:53 >> Okay cool. Yeah I'm going to go 5:54 [clears throat] through this cuz that's 5:55 really important. And then in terms of 5:57 your current like your team and how they 5:58 fit into the process. I mean I know you 6:00 like the team's small on the YouTube 6:01 side. to just yeah give that overview of 6:03 what you're currently doing there and 6:04 support that you have around you. 6:06 >> Yeah. So we went from having an external 6:08 agency that just did everything and I 6:09 would just ideulate and build out the 6:11 documents. Now we started building 6:12 everything in house. So we have a 6:13 content director who is with me 6:15 full-time in person. Jason, he basically 6:17 runs and manages the content team as 6:19 well. So now we have two short form 6:20 guys, one long form editor. We are 6:22 bringing on a clipper who's just going 6:24 to be clipping stuff for short form, but 6:25 that's adjacent to YouTube. And then a 6:27 graphic carousel guy. So the only people 6:30 for YouTube really are Jason. Me and him 6:32 go back and forth and ideulate and 6:34 coordinate how everything's going to 6:35 look and then our long form editor and 6:37 then a thumbnail guy. Sorry. 6:38 >> So for coming up with the ideas, 6:40 selecting topics primarily going to be 6:41 you because you know the market the 6:42 best. Coming with the ideas and the 6:43 framing of the videos and then also like 6:45 the sort of concept for packaging. How 6:47 do those responsibilities split? Is it 6:49 kind of just like mix? 6:51 >> Yeah, I would say that's actually our 6:52 biggest constraint right now, the 6:54 packaging of our videos. Me and Jason 6:56 have had many talks about this, which is 6:57 you just don't know what you don't know. 6:59 I know our packaging can improve. I'm 7:01 just not a packaging expert. So, like 7:02 the packaging process right now looks 7:04 like, oh, video idea. I build out the 7:07 value. We record the video and like we 7:09 kind of it's like on the fly. I'm like, 7:10 how can I package this or position this? 7:12 But it's not like really well thought 7:13 out. And then we have like a thumbnail 7:15 guy make the thumbnails, but the 7:16 thumbnails are kind of mid most of the 7:18 time to be candid. They're not really 7:19 that good. So, 7:20 >> yeah. And that's what I was going to ask 7:21 next is like the biggest constraint. I 7:24 know that the video is good. I know the 7:27 value is good. It's just getting people 7:28 in. Going back to your other question on 7:30 like who do we actually serve? We mainly 7:32 go after agencies, but now we're 7:34 expanding out to info, which is why the 7:36 last few videos have been applicable to 7:37 like I had a few people come up to me at 7:39 this event saying like, "Yo, this video 7:41 was really good." Cuz now we've just 7:42 launched that mastermind for like people 7:43 doing over 100k a month. So 7:45 >> interesting. 7:46 >> Again, I don't want to like chase three 7:47 rabbits and catch none. At the same 7:49 time, I don't want to just go all in on 7:51 agency and shoot myself in the foot and 7:52 not expand out my market when I can. 7:55 >> So, yeah, to answer your question, I 7:56 would say my biggest constraint is 7:58 understanding the split and making sure 8:00 that I don't go too far in the wrong 8:01 direction, too niche or too wide. And 8:03 then for sure, I believe the constraint 8:05 is packaging. I don't think our 8:06 packaging is good enough right now. 8:07 >> You want to be able to build the system 8:09 inhouse that you have full control over 8:11 it and full scale. Yeah, makes sense 8:13 >> cuz I'm like the way I see it is 8:15 >> Yeah, I just want to build it in house. 8:16 >> Yeah, makes sense. So, I'm going to go 8:18 through how you can do that then 8:19 effectively because to solve the 8:21 packaging issue like you might need to 8:23 make a hire or two but also like knowing 8:27 what you know if I can teach you like 8:29 the process I think you're going to be 8:30 able to figure it out in terms of how 8:32 you can scale it and like take it to the 8:33 nth degree. So, like to get into goal 8:36 with YouTube specifically, what do you 8:38 think YouTube can bring you? What's the 8:39 goal with it? Also, not from like a 8:41 business perspective, but like I know 8:43 you're very intentional with the brand. 8:44 I imagine you've got like a clear vision 8:46 in terms of who you want to be 8:47 positioned as, seen as, so like what is 8:49 that vision? Obviously using YouTube to 8:50 help you get there. 8:51 >> Yeah. So my goal over the next 12 to 8:53 let's say 18 months is to have the 8:56 number one mastermind in the online 8:57 space. 8:58 >> So when I look at like the rings of 9:00 entrepreneurs in the high ticket space 9:02 that have these masterminds, right, 9:03 there's like Jeremy Haynes one, there's 9:04 Cole Gordon's one, there's other ones, 9:06 but honestly I can't really think of 9:07 many others like in this bubble that are 9:09 like popping right now. Mhm. 9:11 >> So, I want to build the best mastermind 9:14 for coaches and agencies. Like just 9:16 online high ticket entrepreneurs in 9:18 general because I know that I'm capable 9:20 of doing it. It's just a matter of like 9:21 how do we get more people in cuz like my 9:23 bottom of funnel serving highle people 9:25 has never been the problem. My problem 9:26 has always been how do I get more 9:27 people's eyeballs on my [ __ ] 9:29 >> And to do that to achieve that vision 9:31 like what do you feel has to be true 9:33 about the actual mastermind? Because 9:35 once you've got the people, once you've 9:36 got the attention on it in order to 9:37 fulfill on that vision of it being the 9:39 most elite mastermind in the online 9:41 business space, what other sort of 9:43 things that have to be true? What does 9:44 it have to be the best as because you 9:46 know like it's going to have to be able 9:47 to teach all the different Absolutely. 9:49 Exactly. So like Yeah. 9:50 >> So my philosophy is it's like when I 9:52 started my coaching program in the 9:53 agency space, I noticed a gap in the 9:55 market where there was people that were 9:56 really good at like run paid ads. There 9:57 was people that were really good at 9:58 network. Honestly, not really many 10:00 people that were good at operations 10:02 because the people that were good at 10:03 operations were too introverted to make 10:05 a [ __ ] program in the first place and 10:06 put themselves out there. So, I feel 10:07 like I have this balance of my SOPs and 10:10 like this the processes that I have are 10:12 the most detailed I've ever seen. On top 10:13 of that, I'm also really good at the 10:15 acquisition and like content side of 10:16 things in terms of like articulating 10:18 myself. So, I feel like I can fill that 10:20 gap in the market where some of them are 10:21 just network, some of them are just like 10:23 acquisition, stop being a [ __ ] mindset 10:25 kind of thing. And some of them are just 10:26 like structure and but not many are like 10:29 operationalheavy. There is no mastermind 10:31 that I can think of that's like this is 10:33 going to help me build the 10:34 infrastructure in my business required 10:35 to get to a million, 2 million, 3 10:37 million a month. So I'd say that in 10:38 terms of things that are required to get 10:40 there, that kind of business is 10:41 predicated on my success. 10:43 >> So I have to continue to grow my 10:44 business to two, three, four, five 10:46 million a month because when I do that, 10:47 well, it's a lot easier to say come to 10:49 me and I can help you do the same. So I 10:50 think me obviously continuing to grow my 10:52 business is a big piece which again the 10:54 good thing is me growing that mastermind 10:56 and me growing my own business all comes 10:58 from the same place. It's leveling up 11:00 our content and scaling paid ads. And I 11:01 will say a quick note 11:03 >> just on my channel cuz I feel like this 11:04 context will probably help. This video 11:06 is my biggest revenue driving video to 11:08 date obviously. So like anyone that's 11:10 financially unqualified we sent this 11:12 video probably made us like half a 11:13 million dollars. I've just made another 11:15 one. Yeah. 11:15 >> But this one is going towards people 11:17 above 10K a month to a million a month, 11:19 which we haven't hit it, but we're gonna 11:20 hit it this month and then I'm gonna 11:21 release it. That was my plan. 11:23 >> Sick. Yeah. We're going to get into this 11:25 cuz I knew this was the case and without 11:27 even seeing this video, you're going to 11:28 be [ __ ] laughing your way to the 11:30 wrong if if if you execute on this 11:32 credit. Okay, cool. So, you already sort 11:33 of touched on the the thing that I want 11:34 to get on it next, which is your unfair 11:36 advantages cuz you [ __ ] like you 11:38 definitely got quite a few in the space. 11:40 So, like I want to dive deep into that 11:41 and really exhaust that. So in terms of 11:43 like unfair advantages that you have 11:45 that you can make like you can make the 11:48 best videos on XYZ or just in general 11:50 like these little sort of traits that 11:51 you have obviously your age and like 11:53 deeper than that like your personality 11:55 style and all of that and then also like 11:57 same but slightly different unfair 11:59 advantages and then also like what makes 12:00 you different slash better than your 12:02 business competitors but also your 12:03 YouTube competitors as well. So all kind 12:05 of the same sphere. 12:07 >> So I would say number one like personal 12:09 >> you know 20 years old on pace for a 12:11 million a month this month. So, I don't 12:12 really know anyone that could say that. 12:13 So, that's a big one. 12:14 >> Yeah, 100%. 12:15 >> Number two would just be like 12:16 personality-wise, I would say I'm very 12:18 very educated and knowledgeable on like 12:20 the philosophy and the mindset side of 12:21 stuff. You know, I spent hundreds of 12:22 thousands of dollars on it. At the same 12:24 time, I'm also like super logical 12:25 simultaneously. 12:26 >> Both sides. 12:27 >> So, both sides, you know, you've got 12:28 some people that are like, oh, just 12:30 follow the stars, man. And then some 12:31 people that are too numbers driven, but 12:32 never zoom out and go like, is this 12:33 actually what I want to do? Is this me 12:35 flowing with the current or going 12:36 against it? So, I think one of my 12:37 biggest edges I feel like I'm just 12:38 glazing myself here, but we we'll go 12:40 with it. I feel like one of my biggest 12:42 advantages on like a skill set side is 12:44 usually there's people that are really 12:46 good on the camera or really good 12:48 operationally. 12:49 >> It's it's one or the other. I feel like 12:50 I have both. 12:51 >> Yes. 12:52 >> Like I'm I'm really good front end 12:53 acquisition sales team, but I'm also 12:55 really good with operations and I'm like 12:57 severely autistic. So 12:58 >> you got like the creative side, but also 13:00 like the algorithmic thinking side. 13:02 Again, it's that sort of like creativity 13:03 and logical brain that like don't 13:05 usually mesh well together. So that's 13:07 what makes you like an anomaly. I'm the 13:08 same way with like the YouTube strategy, 13:10 but then also the building systems, 13:11 right? So, it's like it's a yeah, 13:13 unicorn case. So, that makes sense. 13:14 >> And I think that also feeds into the 13:16 fact that I'm just incredibly like 13:17 detail orientated in the things that I 13:19 do 13:20 >> where if some if I'm going to do 13:21 something, it has to be like so a baby 13:23 could follow it. 13:24 >> So, for example, if I build like a 13:25 process, a document, I'll make sure that 13:28 anybody can follow that. So, I feel like 13:29 that gives me an edge because, you know, 13:31 a lot of masterminds, the more money you 13:32 make, the more generic the process and 13:35 the guides are. Might be like run a 13:37 webinar. What the [ __ ] does that mean? 13:38 Here's some examples, but there's no 13:39 like do this, do that, do this, do that, 13:41 do this. So, 13:41 >> it's all like, yeah, in theory, but you 13:43 can like put it to an actual like super 13:45 actionable like follow along and this 13:48 SOP thing ties into that. Okay, cool. 13:50 So, that's that. Now, current target 13:52 market. I need to know this because like 13:53 you've obviously like changed this with 13:55 the different offers and now it sounds 13:57 like new information to me on the the 13:59 mastermind side. So, definitely super 14:00 important to dive into that and how you 14:02 see that. 14:03 >> Yeah. So target market has always been 14:06 people looking to start or grow an 14:08 agency. 14:09 >> Okay. 14:09 >> So there are two ICPs. Now that being 14:11 said, we've now started also advancing 14:14 out to info people as well who already 14:16 run an info business. 14:17 >> What do you do for them though? 14:18 >> So for them it's more of like a highle 14:20 mastermind on it's kind of like the 14:22 boardroom that Cole has. 14:23 >> Mhm. 14:24 >> Like okay we help them with like 14:25 consulting, recruiting, growing their 14:27 info business, the whole nine yards. 14:29 >> When you say growing it, how do you help 14:31 them grow it? 14:32 >> Yes. 14:32 specifically 14:33 >> with a lot of the info guys that we're 14:35 working with now. It's helping them 14:37 crack paid ads, so webinars, callunnel, 14:40 all that stuff. Helping them with 14:41 organic. I mean, more so just along the 14:43 lines of like the processes that we have 14:45 internally. We have some people ask us 14:47 for that. But I would say overall, 14:48 again, our main ICP is people that are 14:50 looking to start and grow an agency. 14:52 This is the thing. It's challenging for 14:53 me to dumb it down to just one thing. 14:54 I've always struggled with that because 14:56 our offer is like we literally can't 14:57 help them with anything in the 14:58 confinement of growing an agency because 15:00 we've already done it. I mean, if I 15:01 could single it down to like things 15:02 we're good at that maybe other people 15:03 aren't, is like operations systems, 15:06 cracking paid ads, and offer 15:07 positioning. So, like positioning their 15:09 offer correctly. 15:09 >> Yeah, that's interesting because it's 15:11 like I think you've got a real unique 15:13 unfair edge when it comes to systems 15:14 above all else comparative to the other 15:17 people in the space, whereas like with 15:19 paid ads, you're super good at that, but 15:22 the delta between like you and you know, 15:25 the other people in the space is much 15:28 smaller. Not to say there's but I think 15:30 it's I think the underlying thing it 15:32 comes back to like the systems angle and 15:34 that actionable like just follow this. 15:36 It's almost like you can do the videos 15:38 that are around paid ads so on and so 15:40 forth but like it's going to be taking 15:42 the frame of distilling it into like a 15:44 tutorial on how to get the result. So 15:46 tutorials have been around on YouTube 15:48 for the longest time for the most basic 15:50 things where there's a very clear 15:51 outcome and there's a very clear step by 15:52 step to get there. That's why tutorials 15:54 are naturally so in demand cuz people 15:56 just want to watch it and follow along. 15:57 I think there's a gap in the market in 15:59 the space. If you think about a lot of 16:00 these videos, like even what Homozi 16:02 does, what Hermosi teaches is he says 16:04 there's like two types of value. And the 16:06 one type of value is where, you know, 16:07 you actually give them the step by step 16:09 on how to do it. And the other type of 16:10 value is where it's kind of theory, but 16:11 they can't actually do the 16:12 implementation. And he says you 16:13 shouldn't do that because, you know, you 16:15 shouldn't give the implementation cuz 16:17 having that gap is what allows, you 16:19 know, somebody makes them want to buy 16:20 because they're like, oh yes, like this 16:22 is really good value. I've received all 16:24 this value, but I now need to know how 16:25 to implement it, so I'm going to buy. 16:26 But because of people like him who are 16:28 teaching that, there's now just a 16:29 massive gap in the market to teach that. 16:30 >> I completely agree. I noticed that with 16:32 like, you know, I look at all the bigger 16:34 guys in the space and I've always been 16:35 like, "Show me the [ __ ] stats. 16:37 >> Show me how to do it." One, I'd say in 16:39 my content, I've I've tried to make it a 16:42 lot more like practical. And I actually 16:43 think that's kind of benefited me. 16:45 >> Yeah. I think I can do it to a way 16:46 further extent of like tutorial on X and 16:49 me just showing the numbers. I want to 16:51 have a brand of like mass authenticity 16:52 where people are like, "How the [ __ ] is 16:54 he even willing to share that?" Yeah. 16:56 Yeah. Yeah. So I think like that's 16:58 something we can get into massively 17:00 because no matter how much value and 17:02 stuff you give away on the 17:03 implementation, there's always some way 17:05 you can position like but you didn't get 17:07 this and you need, you know, like with 17:08 so you don't have to worry about giving 17:09 away too much. These videos that that 17:11 are about Facebook ads and getting 17:12 results with Facebook ads. If you can 17:14 make it as like procedural as possible, 17:17 then those videos don't exist right now. 17:19 That's what 17:20 >> operational like this and this and this 17:22 and here's the starts and here's how to 17:23 do it. Yeah, I'm with you. 17:25 >> And then obviously there's going to be 17:26 nuances and you give those nuances then 17:28 you fill the full gap. Right. In terms 17:30 of what you teach with your target 17:32 market and their awareness level on it, 17:34 how does that look? Because obviously I 17:36 think a lot of the videos you're making 17:37 right now are very systems oriented, 17:39 etc. What are you seeing from that? Are 17:40 you seeing they're coming from a place 17:41 of like they actually do place the value 17:42 in that and they are aware of it or are 17:44 they more like bro clients? I'd say a 17:46 lot of them are are aware of it cuz like 17:49 I feel like the messaging in my content 17:51 is like for example if somebody's just 17:53 like oh you know I don't need systems or 17:55 anything like they're not going to watch 17:56 this video 17:57 >> but I feel like because of the messaging 17:58 in the video we do get people that are 18:00 weird. Now don't get me wrong do we get 18:01 some people coming in less aware than 18:02 others. Absolutely. Cuz obviously like a 18:05 video like this is completely different 18:07 to a video like this which like what's 18:09 an agency? How do I make one? Why is 18:11 this the best opportunity? But overall, 18:13 if I look at the commonalities between 18:14 the people that come in, a lot of them 18:16 are aware. 18:16 >> All right, sounds good. Um, and then 18:18 just to simplify in my mind as a 18:20 northstar, and I don't know if you have 18:21 this, but like if you were to be like 18:23 the ex person, the person or the top 18:27 channel in niche or the top channel for, 18:29 have you ever thought about that in like 18:30 a simple form? If you were to just like 18:32 have it, I'm the person for this, you 18:34 know, like is there anything that comes 18:35 to mind for that? 18:36 >> I mean, I immediately just think like 18:38 online entrepreneur, like high ticket 18:39 entrepreneurs, but how [ __ ] generic 18:41 is that? I don't know. It just seems a 18:42 bit 18:42 >> but at the same time though if like if 18:44 you're saying you want to build the most 18:45 elite online mastermind it does fit 18:47 within that vision. So it's just like 18:49 >> that's what I'm saying 18:50 >> to be like the top agency/info. 18:53 >> Is it even just for agency/ is it 18:55 >> not even it's just like an online 18:57 business because all what I realized is 18:59 you know I've been working with agencies 19:00 for so long and what I realized is 19:02 running an agency is like building an 19:04 info business on hard mode. Yeah. So 19:06 realistically, everything that gets 19:07 applied here that's got applied here is 19:09 like five times more effective here 19:11 because this business has a third of the 19:12 complexity of this one. So I'm just 19:14 like, well, we can just help these 19:15 people even more. I would say just in 19:17 general, be the go-to guy for authentic 19:20 content on like here's me documenting 19:22 how to build an a million, 2 million, 5 19:24 million a month company. Here's how you 19:25 can do the same. Like literally 19:27 digestible breakdown videos of how I've 19:30 done it. That's my framing. It's not 19:31 like here's what to do. It's here's how 19:33 I've done it and what you can take away 19:35 from it and me just being transparent 19:36 enough and showing the numbers. 19:37 >> All right, so now I'm going to like 19:40 start breaking things down. The way that 19:41 I see YouTube is there's kind of like 19:43 four key stages between getting a 19:45 successful video and like making videos 19:47 successful. So the first is that you 19:49 actually have to have people who care. 19:50 What I mean by this as it applies to 19:52 YouTube is when we look at your videos 19:54 for example, we go to like this one and 19:56 this video actually did quite well. I 19:57 imagine it converted quite well. The 19:58 thing is is as you said, you don't know 20:00 what you don't know. And one of the 20:01 things that you don't know and really 20:03 matters is the language that your market 20:05 resonates with on YouTube specifically. 20:07 A key thing that you said which I noted 20:09 down is one of the ways you come up with 20:11 what to make videos around is through 20:13 looking internally at sales calls like 20:15 what your clients are saying so on and 20:16 so forth. Right? This is a very common 20:18 case on YouTube where like that's what 20:19 you do but also like the language of 20:21 which they resonate with it around that 20:23 topic. They're completely different. 20:25 Like for example on LinkedIn, go to 20:27 market's like this massive thing. It's 20:29 like GTM, GTM engineering, but on 20:31 YouTube it's just non-existent. You just 20:32 call it lead generation on YouTube. The 20:34 thing is is you're picking topics based 20:36 on what your target market are saying 20:37 they want. And without really validating 20:39 the demand of it around YouTube and 20:41 obviously these topics in essence are 20:43 going to have demand on YouTube, right? 20:45 Like fulfillment at scale, we know what 20:46 that means. It's going to have demand on 20:48 YouTube. And so like is that the best 20:49 way to frame it? So the first thing that 20:52 I would be going over is like you need 20:54 to implement a YouTube research process. 20:56 I would say the first hire that you need 20:58 to make is an assistant and they need to 20:59 be trained on how to do YouTube research 21:01 which is super easy. I'll like show you 21:02 how to do it. The reason why I've gone 21:04 so deep in like figuring out what your 21:06 positioning is, what your unfair 21:08 advantages is. We know the topics that 21:09 you're going to be making videos around 21:10 systems and hiring and so on and so 21:12 forth. The next step is to really 21:14 research the niches that are adjacent 21:17 around your niche. So like if you're 21:18 making videos around how to scale an 21:20 agency with systems and so on and so 21:22 forth or how to scale an online business 21:23 with systems, we need to be making like 21:25 an adjacent niche map of the different 21:27 channels within that that are like 21:28 succeeding that are making videos on 21:30 systems. We need to be identifying what 21:32 niches have viewers that have similar 21:34 behaviors to yours. So for example, if 21:37 we're making videos to businesses around 21:39 how to build systems to like hit their 21:41 goals, one of the niches that is 21:42 adjacent to that where viewers have a 21:44 similar behaviors and psychographics and 21:46 just like they resonate with the same 21:47 things is productivity. We make this 21:49 adjacent niche map based on that 21:51 information. And the way that you can do 21:52 that is super simple. Like you can 21:54 literally just go to AI and you would 21:55 paste all the information. I'm sure 21:57 you've got like a document where you've 21:58 got like your ICP in detail. And so you 22:00 would literally just say, I'm growing my 22:01 YouTube channel. I'm building like 22:03 systems for agency owners. I'm I'm 22:05 teaching them how to scale their agency 22:06 through systems, through SOPs and like I 22:09 want to take that type of target viewer 22:11 considering their psychoraphics, their 22:13 behaviors, who they are. I want to think 22:15 about niches that are adjacent to that, 22:18 right? I want to think of broad niches 22:20 like productivity, business growth, 22:22 whatever is directly adjacent where the 22:24 viewers have similar behaviors. I want 22:25 to create this adjacent niche map of 22:28 where those viewers exist. And so you 22:30 would say something like that and then 22:31 it would create the list of adjacent 22:32 niches. Yeah. 22:37 >> I actually learned in school and I've 22:39 used this for like for YouTube and it's 22:40 called a depth first search. And the way 22:43 it works is basically web scrapers which 22:46 scrape the entirety of the internet. 22:48 They go super deep. They make sure no 22:49 corners missed. They use this algorithm 22:51 to ensure that like they see everything, 22:54 all the data, right? Because in your 22:56 niche, we want to be able to see what 22:57 all the high performing videos are. Like 22:59 what words are they using, what are they 23:01 resonating with, right? And so the way 23:02 it works is you start with this initial 23:04 node which applied to YouTube is this 23:07 adjacent niche map. You've got the list 23:09 of niches and within each niche you've 23:11 got the list of search terms, right? And 23:14 then within each search term, you search 23:16 each search term and then you're given a 23:18 bunch of different videos. So you're 23:19 going all these videos that rank super 23:21 highly. So like if we take productivity 23:23 for example, if I go to productivity and 23:24 I'll just literally search the niche 23:26 productivity. And so straight away we 23:28 can already start to see the language 23:29 that resonates with this productivity 23:32 audience. One of them being systems. So 23:33 like system is a very key word that 23:35 works massively well in the in the 23:37 productivity niche. Like you can say my 23:38 simple productivity system. Productivity 23:40 is hard until you build systems like 23:42 this, right? And so we're seeing first 23:44 of all the videos that have performed 23:46 outstandingly well. We can tell this 23:47 because we can see the number of 23:48 subscribers on the channel relating to 23:50 the views and also a rough outlier 23:51 score. Though it's not accurate. You 23:52 shouldn't like just rely on these. But 23:54 then what you do is like this is taking 23:56 that next step in we've now searched the 23:58 search term, right? The next step after 24:00 that is going to the channels themselves 24:02 and then it's looking at all of their 24:03 most popular videos, right? And so you 24:06 basically have an assistant who goes 24:08 through this process of first you get 24:10 concrete on the adjacent niche map. That 24:12 might be something you want to be 24:12 involved in because you'll be able to 24:14 understand probably better, you know, in 24:15 terms of that. You would come with the 24:16 different niches where the viewers have 24:18 that similar sort of behavior and they 24:20 have the same sort of vibe about them. 24:21 And then you give to AI, okay, for this 24:23 niche, give me a list of core seed 24:26 keywords that I can cycle through in 24:29 order to explore the entirety of that 24:30 niche. So then with productivity, it'll 24:32 be like how to be productive, my 24:34 calendar system, and like just all this 24:35 [ __ ] And what that means is if you go 24:37 through each of these search terms, 24:40 you're then going to get all the videos. 24:41 You see the top channels that are 24:43 ranking for that specific search term. 24:45 You open the channel. You then go 24:47 through all the videos that have 24:48 performed outstanding filtering by 24:50 popularity 24:51 >> but you're taking into consideration 24:52 recency as well. So like AI agents 24:54 clearly explain like yes you can take 24:55 that as signal you can store that but 24:58 you know you have to factor in that it's 24:59 a year old. There's like a research 25:00 database template which I can actually 25:02 give you and that they would fill out. 25:03 This is what we use internally for like 25:04 our researches and I'll also link in the 25:06 description as well. And then so you 25:07 would fill this out where you're 25:08 basically putting these are the videos 25:10 that I found. This is the views. This is 25:12 the rough outlier score. This is the 25:14 niche that it's in and that I found it 25:16 in. And then this was when it was 25:17 posted. And so you're creating this 25:19 massive database essentially, which is 25:20 just a super raw database of all these 25:23 like outlier videos, these videos that 25:24 have performed outstandingly well that 25:26 are actually statistically significant 25:28 like Yeah. 25:28 >> So question on this. So you're going to 25:30 hire a VA, you're going to have an SOP 25:31 or a process for okay, you're going to 25:33 go in and do this depth first research 25:35 every day. You're going to go in first 25:36 off, we start macro. You're going to 25:38 find topics adjacent and similar to our 25:39 market where they use the same language. 25:41 You're going to find outliers. Then 25:43 you're going to go to the channels, find 25:44 more outliers, and you're going to 25:45 combine all this and you're going to 25:46 keep going deeper. And then you've got 25:47 this research and then what you're doing 25:49 just feeding it into an LLM. Who's 25:50 ideating based on that after that piece? 25:52 >> Exactly. At that point, what you do is 25:54 you've got like this raw database like 25:56 it's, you know, you got thousands of 25:58 entries in there and then the key part 26:00 at that point is you then can put that 26:03 into an LLM and you can find the 26:04 patterns between those. There's two 26:06 things. So the person who's doing the 26:07 research because they are the ones doing 26:09 it, they are naturally going to start to 26:10 make the connections. If it's not a VA, 26:13 like if it's actually somebody who's 26:14 like half decent executive assistant or 26:16 whatever, like they're going to be able 26:17 to notice and pattern recognize, oh, 26:19 like I saw this title, you know, AI is 26:21 clearly explained and then I also saw 26:23 this one that's like something something 26:25 clearly explained, right? And then you 26:26 start to put together these formats and 26:28 these different topics or like you know 26:29 they'll be researching the productivity 26:30 niche and then they'll see this channel 26:32 and they see AI agents which isn't even 26:33 relevant to the productivity niche and 26:34 then they'll be exploring the AI niche 26:36 and then they'll see AI agent and so 26:37 like this is why getting the adjacent 26:39 niche map dialed is super important. 26:41 That's like first step and that's like 26:43 easy. It's like a 20-minute task because 26:45 AI would be part of that as well because 26:47 of you know like they're trying to build 26:48 systems and AI is adjacent to that. And 26:50 so then you do that and then exploring 26:52 each of those niches so you can see what 26:54 topics and what language are they using 26:57 for those topics like what are the 26:58 topics that are the most in demand in 27:00 the niche and then what's the specific 27:02 language that they're using because to 27:04 put it bluntly because of what I'm aware 27:06 of. Yeah. Showing the example of this is 27:08 there is better packaging for this type 27:10 of video and I'm aware of that because I 27:12 have that visibility because we have 27:13 like a research team and everything. And 27:15 so just one of the things is what I'm 27:17 talking about where fulfillment and like 27:19 that sort of language it's like some 27:20 people might resonate with that maybe 27:22 you're more sophisticated but at the end 27:23 of the day you're just going to miss out 27:24 on a ton of viewers and also less of the 27:26 people who you want to see that might 27:27 understand fulfillment will because the 27:28 algorithm is not pushing it. And so like 27:30 the way that this language is usually 27:32 used it is systems like building systems 27:34 and like that is the typical language 27:36 that 27:37 >> so something like how to build systems 27:38 that scale your agency fulfillment. I've 27:40 got a couple ideas for you on this in 27:42 terms of what you can do. Like even Ali 27:44 Abdal has done this, right? So success 27:45 is hard until you build this. This is 27:46 like one of his most successful videos. 27:48 This is one of his only ones recently 27:49 that's actually like really popped off. 27:50 So like this is the other thing is when 27:52 you're looking at these channels, you 27:53 know, there's an outlier score here. You 27:55 might look at these and these might be 27:56 outliers, right? Might be a 1.3x or 27:58 1.6x. Like but the only outliers that 28:00 we're actually taking note of is 28:01 statistically significant ones. 28:02 >> The ones that are like above like a four 28:04 or 5x kind of thing. Not even 28:06 necessarily because you'll look at some 28:07 channels and you'll have four or five 28:09 X's on a channel, but that channel will 28:11 be a super volatile channel where they 28:12 actually get four or five X's quite 28:14 easily whenever they do YouTube, right? 28:16 Sometimes they make videos that 28:17 absolutely suck and then they're really 28:18 good. And so the disparity of the views 28:20 is like that. And so you see a four 28:21 fiveX and you're like, oh, like that 28:22 video succeeded cuz they did something 28:24 special with that video. But like when 28:25 you think about an outlier, like the 28:27 reason why we even bother with these and 28:29 take note of them in the first place is 28:30 because we believe that like something 28:33 specific has been done with that video 28:35 to such a degree where it's like struck 28:37 a nerve so different to the other videos 28:39 that like we want to take note of that 28:41 cuz it's it's had such an effect to 28:42 where it's actually driven outstanding 28:44 results. 28:44 >> Question on this actually cuz the way I 28:46 see it is like I look at this and I'm 28:47 like okay I understand this video is 28:50 extremely top offunnel B to C. He's 28:53 gonna get a lot of reach on that. But 28:54 then we go to a channel like Jeremy 28:56 Haynes. Yeah. Where on paper the video 28:58 might be like a [ __ ] 10,000 view video, 29:00 but that video got him like five clients 29:02 paying him 29:03 >> 10 grand a month. So 29:05 >> how do you go about segmenting that? 29:06 From what I'm understanding and what 29:08 you're saying is you still want to make 29:10 sure even with those bottom of funnel 29:11 videos, you're doing the research on the 29:13 top of funnel ones even and you're 29:15 applying those principles to that video 29:16 to get as many people watching it as 29:18 possible. 29:18 >> Well, yeah. So like you're not changing 29:19 the level of targeting. Like you're not 29:21 making a sacrifice of going broader for 29:24 like attracting a lower quality 29:25 audience. You're not making that 29:26 sacrifice. You're simply like taking the 29:28 target market that you have for that 29:29 specific video. But like right now the 29:31 target market's this and you're only 29:33 resonating with this. 29:35 >> I completely agree. 29:36 >> You know what I mean? Like you could 29:37 broaden the video and make the target 29:38 market this for the video. But it's like 29:40 so we're not actually making a 29:41 sacrifice. We're just expanding the 29:43 potential amount of demand that you can 29:45 capture. So like with care and this is 29:47 why people say the idea is like the most 29:49 important part of the YouTube video 29:50 because like if you pick the wrong topic 29:51 or you have the wrong vision for the 29:52 video and you have the wrong framing 29:54 which is what we'll get into next is the 29:55 actual packaging. It completely 29:57 eliminates any possibility of the video 29:59 doing well no matter how good your 30:01 thumbnail and down it dictates 30:02 everything downstream. And so like you 30:04 might have a killer video your thumbnail 30:06 might even really be good and the video 30:07 like that one was a [ __ ] great video. 30:09 That's the one that I watched where I 30:10 was like yeah this is sick right? So the 30:12 information there is great and even the 30:13 framing is not like bad there's 30:15 optimized interest but the main thing 30:16 that is like you know if before you made 30:18 this video you had in mind that like 30:20 okay I know that systems works really 30:22 well on YouTube I don't want to broaden 30:23 up but I don't want to attract a low 30:25 quality audience and that's just one 30:26 insight like if you had all the 30:27 different sort of things that people are 30:29 demanding it's going to make a massive 30:30 difference it would have changed the 30:32 framing of the video the hook the title 30:34 the packaging everything because you 30:35 would have also seen the videos that 30:37 have been made around systems in the 30:38 business niche in the productivity niche 30:40 what thumbnail styles are they using 30:41 when they have leveraged that and what 30:42 is there any pattern that's proven to 30:44 work there like it dictates everything 30:45 downstream. This is purely talking about 30:47 the topics not even the packaging but 30:48 the way that you find the right words to 30:51 use and the right framing of the topic. 30:53 It's the same process to find the 30:54 formats which is like you don't know 30:56 what you don't know. The only way that 30:58 you can like make good decisions on what 31:01 videos to make, what thumbnail to use, 31:03 etc. is through having the visibility 31:04 over what's actually working. If you 31:06 don't have the visibility, you're flying 31:07 blind and you're just going off of what 31:08 you might have seen like work when you 31:10 watch YouTube, you know? So, it's a 31:12 visibility game really. The more the 31:13 more information you have, the better 31:14 decisions you'll make. So, that's the 31:16 first thing first and foremost. And like 31:17 the other thing you have to be aware of 31:19 is you think your market's like quite 31:20 aware of like the system side of things. 31:22 I think like I would agree especially 31:24 like your actual target market, the 31:26 people you genuinely want. I think the 31:28 important thing is like again we want to 31:30 attract as many of the core people who 31:31 you want. We don't want to sacrifice 31:33 resonance with them. 31:36 expans 31:44 with them and that's the key part like 31:45 it must not sacrifice res. We do want 31:47 that because yes, it means more views, 31:49 etc., etc., and it means ultimately more 31:50 money. But also, and you think about the 31:52 algorithm, the more data it can collect 31:53 in order to be able to make decisions 31:55 off of like the more data it has of, oh, 31:57 viewers really like this video, it's 31:58 going to push it more aggressively. It's 32:00 why when you start a new YouTube channel 32:02 now, it like it can take so long for it 32:04 to get traction because it's being so 32:06 like hesitant to push the videos. The 32:08 reason I'm saying that is because if we 32:09 can attract more of those broader 32:10 viewers and give value to them and 32:12 satisfy them whilst not sacrificing 32:14 resonance with the target market, we 32:15 want to do that. And so I think there's 32:16 still a large percentage of your 32:17 audience that aren't aware of the system 32:19 side of things and like you know these 32:21 things that you believe like matter so 32:24 much and these the actual needle movers 32:26 but you're like these guys like don't 32:27 [ __ ] understand that. That's also 32:28 something that you're looking for when 32:29 you're doing the research is you're 32:31 looking for other examples where that 32:33 scenario is also the case. So like 32:35 you're looking in these niches where the 32:36 the audiences are of a lower level of 32:38 awareness. And so like for example, one 32:40 thing I'll get into is like there's this 32:41 format that we found which is this is 32:43 something that's working really well 32:44 which you can actually probably take. If 32:46 you don't understand this thing, you 32:48 don't understand this thing, right? And 32:49 the way the format works is like if you 32:51 don't understand this thing that you 32:52 might be aware of, you might not be 32:53 aware of. If you are aware of it, you're 32:54 probably not paying enough attention 32:55 towards it. You don't understand the 32:56 thing that you actually genuinely care 32:57 about, right? And so like you're taking 32:59 something that would typically be more 33:00 niche and be a limiter and turning it 33:02 into actually like an advantage and a 33:04 differentiator. One of them is like if 33:06 you don't understand bonds, you don't 33:07 understand money. people don't typically 33:08 understand bonds. They might be aware of 33:10 it. And so if you made a video which was 33:11 like learn 97% of bonds in x minutes or 33:14 like it wouldn't do that well. There's 33:16 no way it would get 2.1 million views, 33:17 right? And same with this video here, 33:20 there's no way a video on YouTube 33:21 organically would get 450,000 views if 33:24 it was around funding only being posted 33:26 2 months ago. The people who you want 33:27 are going to resonate with that. In 33:28 fact, they're going to be like, "Fuck 33:29 yeah, I relate to this because I agree." 33:31 If it's like if you don't understand 33:32 systems, you don't business or 33:34 something. You know what I mean? Like we 33:35 did this video. We had a client which 33:37 was a doctor. Her whole thing is like 33:40 insulin. She's like an insulin doctor 33:42 which is just like the most boring 33:43 [ __ ] thing ever, right? But the 33:45 outcome of insulin is that you lose fat, 33:48 you get healthier, etc. Which is the in 33:50 demand thing. This one here, we leverage 33:51 that formula I just showed you. If you 33:52 don't understand insulin, you don't 33:54 understand fat loss. And this is like 33:55 actually attracting like mad ICP for her 33:58 like calendar's boot. And you see, you 33:59 have these certain things that are like 34:01 boring in nature, but they become sexy 34:03 if you frame them right. It's like a 34:05 unique mechanism. You get what I'm 34:06 saying? 34:06 >> Yeah, that's a format that you can 34:07 actually take. And I actually think I 34:08 haven't fleshed out a specific idea cuz 34:10 it's just came to mind now, but I do 34:11 think we can flesh out an idea for you 34:12 which is like if you don't understand 34:14 SOPs, you don't understand, if that 34:15 works, like you can double down on that 34:17 [ __ ] big time. That's one thing in terms 34:19 of like you're absolutely correct that 34:20 you're going to be able to come up with 34:21 like these list of topics that you can 34:23 address, but you need to validate the 34:24 demand around them. And also like 34:26 certain topics, they just might not have 34:27 the demand, right? If you're aware of 34:29 how much demand they have, you can make 34:31 better decisions of like, okay, if I if 34:32 I must make a video on this, there's 34:34 certain framings that you can choose in 34:36 order to best set up that video for 34:37 success. Like, if you're going to make a 34:39 video on hiring and you find, okay, like 34:41 hiring is not like that in demand. 34:42 Obviously, demand exists around hiring 34:43 on YouTube, but it's like it might 34:45 struggle to catch traction in the 34:46 YouTube algorithm. You might choose the 34:48 frame of like if you don't understand 34:49 hiring, you know, it's not just that 34:50 format, but there's other formats that 34:52 leverage that low awareness and you can 34:53 take those. Or you might choose, okay, 34:54 like if I'm going to do a video on 34:56 hiring, but the demand's quite low, like 34:57 you then can make a better decision on, 34:59 okay, what I need to do is I need to 35:01 make a full course on hiring because if 35:02 I'm going to make a video on hiring, 35:04 I've got to absorb all the demand that 35:06 exists around that. We had like a 35:07 YouTube script writing client and like 35:09 this was a tiny niche back in the day, 35:11 the maximum amount of views a video 35:13 would get on YouTube script writing 35:14 would be like 5 to 10k. This was a 35:15 client and he became he's like known as 35:17 the YouTube script writing guy or was 35:19 known as that and then he stopped 35:20 posting. But like 300k views the video 35:21 got and it was just a 1 hour course cuz 35:23 we knew that if we were going to make a 35:24 video on that, if we made a video on how 35:25 to do YouTube script writing or like how 35:27 to write a killer YouTube script, it 35:28 would have maxed got 5k views. So 35:30 instead, we were like, let's just 35:31 [ __ ] get all the attention cuz no 35:33 good videos exist around it. And that's 35:34 also going to be part of the strategy 35:36 for you that I think you should really 35:37 dive into. So that's what you need to 35:38 do. Yes, you've got these list of 35:40 topics, but then make sure that the 35:41 videos that you're making have enough 35:43 demand around them in the first place to 35:44 actually like capture because otherwise 35:46 it's useless making the video. Yeah. But 35:48 if you know you want to make certain 35:50 videos that you're setting yourself up 35:51 to frame them the best way in the 35:53 language that's the most proven and also 35:54 then just make better downstream 35:56 decisions of packaging and so on and so 35:57 forth because you're aware of it like 35:59 like a YouTube researcher is the first 36:01 person to hire. I can just give you the 36:03 SOP and I can I'll link in the 36:04 description of like how to do the depth 36:06 first search and more clarity because 36:08 the high level of it is understand your 36:09 target market make the adjacent niche 36:11 map and make the core seed list of 36:13 keywords of those adjacent niches within 36:15 each. You go start with one niche, 36:17 probably the one that you want to 36:18 explore first. So, the one that's the 36:19 most adjacent and you would predict 36:20 would be the most broad. You would then 36:22 go through each of the search terms one 36:24 by one. Search the search term. What 36:26 videos are popping up that are like 36:27 actually performing outstandingly well? 36:29 Okay, cool. Note those down in the 36:30 database. Go to the channel, find all 36:32 the top performers of that, note those 36:33 down in the database. And once you've 36:35 explored that and exhausted that, you 36:36 return back to the previous tab. Like, 36:38 you've still got this tab open of the 36:40 the search term. And you just keep going 36:42 through that cycle until you found all 36:43 the channels, exhausted all of the 36:44 videos on those channels. You go back, 36:46 okay, the search terms expired. Next 36:48 search term, you do it for that search 36:50 term. You go through the whole list of 36:51 search terms. Okay, I think I've 36:53 exhausted this niche. You go back to the 36:55 list of niches. And so you literally 36:56 repeat. It's a long process, which is 36:58 why obviously you would never do it, but 36:59 you can get assistance to do it. Like so 37:01 where you've got like multiple we've got 37:02 like a team of 37:04 >> And how do you compensate them? You 37:05 compensate them with a base and then you 37:07 can obviously give incentives based on 37:09 like okay if you find me this many like 37:11 formats that I approve. They're 37:13 basically just doing a raw research task 37:15 which is and you know they get fired if 37:16 they're [ __ ] at it. But you can 37:18 compensate the ones who have the 37:20 potential to like be killers cuz then 37:22 they can head this research operation 37:24 based off of the patterns that they 37:26 recognize that you approve. Right? So if 37:28 they bring you, okay, I found in this 37:29 niche, this niche, this niche, this 37:31 pattern of if you don't understand X, 37:32 you don't understand Y format, that's 37:34 [ __ ] value. Cuz one idea like that, 37:36 that could be hundreds of thousands of 37:37 dollars. Like that one format for you, I 37:38 think, can generate that. But there's 37:40 many, many, many more of this. You just 37:41 aren't aware of it. Right? So you 37:42 compensate them based on that, they're 37:43 naturally going to strive for that. The 37:44 ones who are capable are going to find 37:46 that. 37:46 >> Have you thought about just having AI do 37:47 it all or do you not think it's 37:49 >> yet? That's what I was going to get on 37:50 to next. We've built operation where it 37:51 does all of this with AI because like 37:53 these tools like one of 10 Vid IQ, 37:55 Tubeuddy, we don't use them because 37:57 they're all done through YouTube's data 37:58 API which means like you can only access 38:00 so much data and stuff like that. But 38:02 you can obviously build in your own 38:04 internal AI system, you can just get it 38:05 to bypass the API. So like it basically 38:08 mimics an AI research and because this 38:10 is algorithmic, it can do it. And then 38:11 the only thing is that that more 38:13 advanced level of like pattern 38:15 recognizing it takes refinement and it 38:17 does take somebody to like lead that who 38:19 obviously understands that the same way 38:20 that you train a human. It's like you 38:22 can't be like okay this is a good or a 38:23 bad format. And I think that's the part 38:24 where there's going to be a bit of 38:25 training required and understanding and 38:27 that's what we'll get through this. But 38:29 mine's to the point where I'm like this 38:30 is the vision for like Ali's strategy. 38:32 Like this is the vision for the channel 38:33 strategy. This is the sort of channel 38:35 positioning the niche that we're in and 38:36 that what we're going after. And I'm 38:38 just like make the strategy and what it 38:39 does on the back end. It makes the 38:40 adjacent niche map and it's refined like 38:42 over passes of my skills and then it 38:43 just collects like thousands and 38:44 thousands and thousands of records, 38:46 synthesizes all the kinds of patterns 38:47 and then it's like here's the research 38:49 and then also you can obviously get it 38:50 to actually put the ideas together but I 38:52 like to just take the raw research and 38:53 then I get like the ideas from there. So 38:54 yes, it is absolutely possible with the 38:56 that's what we're doing. It still 38:57 requires that human intervention. So 38:59 that's why we have the human research 39:01 team. We have basically the complete 39:02 visibility of YouTube at that point. So, 39:04 and that's not an expensive role like 39:06 especially with the SOP that I can give 39:08 like VA/Max EA work you know like 39:11 somebody who's just intelligent who can 39:12 learn well and that's really that so 39:14 they just go through that process they 39:15 give you that database you can pull from 39:17 that database you can leverage AI to 39:18 synthesize it yourself or yeah 39:20 >> that's like how you choose the topic 39:22 right and then it's about choosing the 39:24 framing of those topics because once 39:25 you've got the topic of the videos it's 39:27 then about like okay how do I pick the 39:29 format that meshes the best with this so 39:31 this is the title format and this is the 39:33 thumbnail format 39:35 a lot 39:40 for the packaging, the title, format, 39:43 and the thumbnail style. That's going to 39:44 actually determine how much of the 39:46 demand you do actually capture. Because 39:48 if you think of YouTube, it's a winner 39:49 take all platform. Your video lands in 39:51 the feed of your target market. They've 39:52 all got these curated recommendations of 39:54 like all these other videos. So, it's 39:55 actually highly highly competitive. 39:57 YouTube search as well. You've got all 39:58 the videos around a given topic they 39:59 literally want and they're going to get 40:00 given 10 different videos around SOPs 40:02 around systems. And so, like, how do you 40:04 make sure your video is the one that is 40:06 clicked on more times than not over all 40:09 of the other videos? Because you're 40:10 going to result in more views, but also 40:11 that pushes your video more. You're 40:12 going to index higher in search if your 40:13 video is getting chosen over the others 40:15 because the YouTube algorithm goes, the 40:16 viewers are resonating with this video 40:18 more. And if you got the value that I 40:19 know that you provide, it's like you're 40:21 going to rank at the top of these search 40:22 terms. So this is where you come up with 40:24 that adjacent niche map because then 40:26 once it does all that research, you're 40:28 going to be able to see the sort of 40:29 formats, the formatting of titles that 40:31 resonate with that specific title viewer 40:32 because it's not like woow magic where 40:34 you know it's just like these title 40:36 formats and thumbnail styles work for 40:37 like just a magic reason. It's because 40:39 it resonates with the specific 40:41 psychology of that viewer and it's like 40:43 what makes them tick, you know? And so 40:44 like for example for you one of the 40:47 formats that you would detect through 40:49 doing YouTube research is that in the 40:51 systems building niche there's this 40:53 format of like how to build your systems 40:55 so your business runs without you right 40:57 so this is like a format that is working 40:59 really well. It's almost like a topic as 41:01 well cuz like people do this exact title 41:02 of how to build your system so your 41:03 business runs without you. And you can 41:04 see this is one of the most popular 41:06 videos for this channel here which is 41:07 she's probably like one of the leaders 41:08 or was one of the leaders in the 41:10 business systems niche. Ryan Dice did it 41:11 420,000 views. one of his most 41:13 successful videos. But then you've got 41:14 these adjacent examples where it's done 41:16 to more, you know, personal ones of like 41:18 how to build systems to actually achieve 41:19 your your goals, right? And so like 41:20 through researching these niches, 41:22 detecting these things, you can then see 41:24 that this is something that's working 41:26 and you can potentially take it and 41:28 adapt it, right? So if we found this 41:30 format was working of how to build 41:31 systems so your business runs without 41:32 you, maybe you'd start considering how 41:34 to build SOPs so your business runs 41:35 without you. How to like you would 41:37 consider these things very quickly. And 41:39 like one that I think could work very 41:40 well that you would be quite well 41:42 positioned to do is like how to build AI 41:44 systems or AI something or other. You're 41:47 taking like this this format that you 41:49 know works with people who resonate with 41:51 the systems part and then you're 41:52 thinking okay what else is something 41:54 that they're resonating with and AI is 41:56 you know one of those right or how to 41:57 build like clawed systems or like clawed 42:00 skills you you get what I'm saying right 42:01 you can also think about how can you 42:02 take like this exact concept of how to 42:04 build systems so your business runs 42:05 without you but make a better video than 42:07 all of these so like one idea that I 42:09 have for you which I'll get on to is 42:11 like I think you can just do that video 42:13 but the way that you beat it is just by 42:15 doing it as like a three-hour course and 42:17 it's literally as simple as that. 42:18 >> No, it's so funny you mentioned this cuz 42:19 I was thinking about cuz that free 42:20 course thing ripped for us and I'm like 42:22 I feel like the free course thing is so 42:24 underutilized. I wrote this down like a 42:26 year ago. I never did it and not as 42:28 [ __ ] well positioned as this. But 42:30 like I had this idea of like nobody 42:32 really does free courses for like 42:34 advanced [ __ ] All the free courses are 42:36 like beginner level stuff. I was like 42:38 what if I just did a free course for 42:39 like advanced [ __ ] So anyway, yeah, 42:42 we'll get on because that is like one 42:45 key pillar which I think is like for you 42:47 again considering what you're strong at, 42:50 where your unfair advantages are and 42:51 where the gap in the market is. I think 42:52 like and also they're the highest 42:53 converting videos. They allow you to 42:55 push product the most and like lead 42:57 magnets, etc., etc. 42:58 >> And it's like condensing the cycle of 43:00 like trust because the seven hour rule, 43:02 >> getting that research piece in place and 43:04 getting them to be able to find these 43:05 certain title formats and thumbs. I'll 43:07 give more examples as well just so like 43:08 it's clear in different niches. to like 43:10 I mean for example to show you the sort 43:12 of power of the formats and making sure 43:14 you actually have the right ones. This 43:15 channel went from 0 to 1 mil collected 43:17 from YouTube in the first like 12 43:19 videos. So like all organic and they 43:21 don't have any existing brand like they 43:22 were they're like a startup like 43:24 obviously [ __ ] channel before but this 43:25 was like the first format that we did 43:26 and so we were in the niche of cold 43:28 calling right which again this is 43:29 similar to what I said before where cold 43:30 calling is like the core target market 43:32 but like we could serve a much broader 43:34 market. What this company does is like 43:36 they're a sales enablement software 43:38 platform. basically they're like a 43:40 software X agency to like generate leads 43:42 for businesses. Yeah. They had two 43:43 target markets. So we had to figure out 43:45 how to attract both. They had the 43:46 businesses and they also had the lead 43:47 gen agencies, the STRs cuz they're like 43:50 an Uber for sales reps. Got 43:51 >> so like they need both sides. It's like 43:53 a marketplace which is like a [ __ ] 43:55 thing to to get right. 43:56 >> And so the speedrunning cold calls from 43:58 $0 to first sale like the reason why we 44:00 did that was because we saw in like the 44:03 drop shipping niche. Yeah. Speedrunning 44:04 an entire Shopify store bracket size 44:06 everything. So smart. We saw that not 44:08 just even in the title and the lower 44:09 case, but like this stood out obviously 44:10 because speedrunning that's like a 44:12 almost like an immature word. You know 44:14 what I mean? It's like it resonates with 44:15 like a younger demographic, but like 44:17 clearly it's surprisingly resonated with 44:18 like a higherend demographic. I wouldn't 44:20 have got that many views. Lowerase 44:22 title, raw thumbnail as well, very 44:23 important part, right? This title would 44:24 not work if you like took this, adapted 44:26 it, but then you had like a [ __ ] 44:28 flashy thumbnail. So, it's everything 44:29 about the packaging, but also like 44:31 speedrunning. This has been like a thing 44:33 on YouTube for ages, right? Speedrunning 44:34 video games. So like when I saw that in 44:36 drop shipping I was like okay that's one 44:38 data point but it's already proven 44:39 elsewhere and so we saw that and also as 44:42 well obviously we knew prior for like 44:44 other channels like that we run like 44:46 instantly we did the watch me start and 44:48 sell a service video this video 44:49 generally like multi six figures so like 44:50 we know these challenge videos like 44:52 which basically just prove competence. 44:54 It's basically just like I'm just going 44:55 to do the [ __ ] thing that you want to 44:56 achieve in front of your very eyes and 44:57 just show you how easy it is that it's 44:59 possible and also show you everything in 45:00 between. That's the nature of why people 45:02 want it because it's like they want to 45:03 be inspired but also they want their 45:05 play 45:05 >> become you get it's like the video is 45:07 getting the amount of attention in 45:09 correlation to how much effort is put in 45:11 to a degree. 45:12 >> Yeah. 45:13 >> Cuz like it's harder for people to do. 45:14 >> It's more remarkable. So there's less 45:16 competition. There's only certain people 45:18 who are able to do this video because 45:20 they have to get the result. Like 45:21 speeding cold calls from zero dollars 45:22 the first sale. You have to be good to 45:24 make a first sale and also it has to be 45:25 good so the value is good, right? And so 45:27 there's that, but then also like the 45:29 entire target market wants it even 45:30 outside of the cold calling niche 45:32 because this resonates with the people 45:33 who are doing the cold calling to make 45:35 money as STRs because he's making his 45:37 first sale as an SDR. It also is like 45:39 for anybody who wants to have cold 45:40 calling at their business. It's like 45:42 they can just throw this video to like 45:44 their SDR or like they can put it in a 45:46 transcript, make an SOP from it cuz he 45:48 literally shows every single step. And 45:49 it's even to the level of where somebody 45:50 hovers over the video and they're like, 45:52 "Oh, like they see the title and the 45:54 thumbnail and they're like, "Wait, is 45:54 this video like really legit?" and then 45:56 they hover over and they just see the 45:57 [ __ ] raw nature of it. It's like even 45:59 the editing style, which I'll get on to 46:00 like the con itself, but like even the 46:02 video really matches that expectation. 2 46:04 hours long as well. The video had 6% 46:06 retention, but it generated like multi 46:08 multi six figures. And then we doubled 46:09 down with this one, which also actually 46:10 has more views now than what the 46:12 original does. So, you know, there's 46:14 that also too. So, yeah, like that's one 46:16 of them. The watch me one as well that I 46:18 said like you can see that there. Watch 46:20 me booked 10 sales calls in 10 hours. We 46:21 took that from the instantly one working 46:23 28,000 views. And you've got your more 46:24 normal ones though as like I made 46:26 500,000 call calls and learned this. We 46:28 got that from I made 300 YouTube videos 46:30 and learned this. That was one of Ed 46:32 Lawren's best performing videos. We took 46:34 it to Clay 10 million call emails and 46:36 learn this and then that. Right. So like 46:38 these formats 46:40 >> just exist like everywhere, you know? 46:42 Even this one here advice on like we've 46:45 absolutely rinsed this like we've all 46:47 these videos are the ones that we've 46:48 done was like content creation 400,000 46:51 views. And you'd be surprised because 46:52 this one for Alexozi, like we did this 46:55 one for our client Ash and like he 46:56 generated 50k months to his business 46:58 from this one video, but you would have 46:59 thought that would have got like a [ __ ] 47:00 audience. 47:00 >> Yeah. Being aware of these formats, it's 47:03 tools in your arsenal. Again, it's just 47:04 more visibility. It's more information 47:06 for you to like use. You can only come 47:07 up with an idea as good as the 47:09 information that you have. You get the 47:10 point with like that piece. 47:11 >> 100%. This is a big piece that's been 47:13 missing for us. That makes so much sense 47:15 cuz we don't do any of that. 47:16 >> Yeah. when you're researching like 47:18 topics, the adjacent niche maps usually 47:20 going to be tighter because you're 47:20 trying to figure out what your target 47:22 market resonates with. It's going to be 47:23 your own niche and figuring out what 47:24 they resonate with. It's going to be a 47:26 tighter, you know, like more related 47:27 niches, like business systems, 47:29 productivity systems, stuff like that. 47:30 But when it's the formats, it's much 47:33 broader. The whole of YouTube is ideal. 47:34 If you could see over the entirety of 47:36 YouTube and see all the formats, it 47:37 would be beneficial. Like landing pages, 47:39 Facebook ads, content creation, like all 47:41 these niches are also still relevant for 47:43 you. Yeah. because it's just like it's 47:45 general self-growth and you know yeah 47:48 got you right so that is a critical 47:50 piece there um and so like from that 47:53 that's going to help you like really 47:54 understand what the best way to package 47:55 videos are I do have like a couple also 47:57 small comments on your packaging as well 47:59 just for you to consider so like one 48:01 thing you want to be thinking of with 48:02 the thumbnails is like the thumbnail is 48:04 the thing that they see before they even 48:06 read the title right and you got to put 48:08 yourself in the viewers shoes and again 48:09 understand that there's 20 plus other 48:11 videos for them to click on and then 48:12 like people don't have short attention 48:13 spans they're very like conservative 48:15 with how they spend their attention 48:16 because of [ __ ] just how content is 48:18 nowadays, right? And so like the moment 48:19 they see a thumbnail, if they don't know 48:21 the video is for them or there's a lack 48:22 of clarity as to what the video might be 48:24 about even at least just so that they it 48:26 gets them to read the title which then 48:28 confirms and then it gets them to like 48:29 if they don't have that, you're going to 48:31 struggle to get people to do that. So 48:32 like with this for example, I thought 48:34 this was a really [ __ ] good video, 48:36 the video itself. I think you could have 48:37 done a lot better with this video with 48:39 the thumbnail. Like look at that 48:41 thumbnail in isolation. And it's like, 48:42 is $323,000 remarkable? You know, it's 48:45 like if I'm seeing that and I'm somebody 48:47 who consumes videos in the online space, 48:49 like you've got the proof, which is 48:50 good, but like is that without the 48:52 context of seven days remarkable, or 48:55 that you're like a 20-year-old, you 48:56 know? 48:57 >> Yeah, that needs to be in the thumbnail. 48:58 >> And obviously, you don't want to have 48:59 too much [ __ ] going on. You've got to 49:01 think about like, how do I actually get 49:02 this video to stand out? $323,000, you 49:05 know, in 7 days as a 20-year-old is 49:07 [ __ ] super remarkable. So, you have 49:08 to get that part right. And then even 49:09 assuming that they do, you know, they're 49:11 like, "Okay, cool." Like, "This video is 49:12 for me." Even this isn't remarkable, but 49:14 if you just had like I'm not saying you 49:16 would just title this, but like at 20, 49:18 like, you know what I mean? Like that 49:20 that small gap, like that changes 49:21 [ __ ] everything. You know what I 49:22 mean? Even with like week in the life 49:24 videos, the video is going to perform 49:26 more reliant on how good the video is, 49:27 but like again, it's [ __ ] they've 49:29 already seen before. It's like you're 49:30 not going to get somebody cold to like 49:32 click on that. Again, even this is like 49:34 250k month road map. There's a lack of 49:36 clarity there. Funnel hacking, same sort 49:37 of thing. So, with the thumbnails, it 49:40 needs to be clear at a glance that it's 49:41 for your target market. And it needs to 49:43 at least imply what the video is about 49:46 or like the realm of what it's about or 49:47 what they're going to get out of the 49:48 video so that it gets them to read the 49:50 title. And then the title is what 49:52 actually converts them to click. So, 49:54 that's something that you also need to 49:55 think about as well. 49:56 >> Okay. So, for example, with like this 49:58 one where I basically went through and 50:00 talked about what all the a million a 50:02 month offers have in common. And I know 50:03 that a lot of people in the online space 50:05 are familiar with this term full 50:06 hacking. Yeah. And I'm like, nobody's 50:08 ever done a video funnel hacking and 50:10 showing off as doing a million a month. 50:11 So, I'm like, I thought that was a 50:13 really good angle. Now, with this video, 50:15 again, I know the video is good. I think 50:17 the problem is we just didn't get enough 50:18 views. 50:19 >> Yes. 50:19 >> And I'm thinking like I think the 50:20 thumbnail could be the constraint here 50:22 where it's just a little bit too 50:24 generic. 50:25 >> Yeah. 50:25 >> From my immediate thought, I'm like, 50:27 what about if I literally had an ad 50:29 library up 50:30 >> with a red arrow pointing towards a 50:32 Facebook page that was blurred out that 50:33 said like they do a million a month? 50:36 >> Yes. or something. I'm like, if if if 50:38 our thumbnail on that video was that, 50:39 I'm like, I feel like it would [ __ ] 50:40 rip. 50:41 >> Yeah, we do this quite a bit with like 50:42 this, like we have this sort of thing 50:44 where it's like, 50:44 >> yeah, like the rules style of like, oh 50:47 [ __ ] whose [ __ ] page is that? Who's 50:49 doing a million a month? 50:50 >> Yeah. But also, this I think will be a 50:52 good lesson for you and everything that 50:53 I've just said that I'll wrap it up is 50:54 like this video like I'm thinking about 50:57 what the essence of the video is, right? 50:58 I want to make a video on basically 50:59 going over like breaking down a million 51:02 dollar a month offers. If we're aware of 51:04 what is working on YouTube across these 51:06 markets, we would be aware of this 51:07 format here. 51:09 >> And so like we have 1,000 hours of 51:11 studying the best marketing funnels. 51:14 This exact title with this thumbnail 51:16 combination is a format. Like we did 51:18 this one here. So like 900 plus hours of 51:19 learning Facebook ads in 9 minutes. 51:21 There's other videos that have been done 51:23 with that format. And so like this is 51:25 the framing of like if you've decided 51:26 you're going to make that video having 51:28 that visibility is going to allow you to 51:30 apply the best framing of that because 51:31 this is how I would probably package it 51:33 is like you would refine this part you 51:35 would need to really make and that is 51:36 important is making sure that language 51:37 of like whatever would go here is like 51:39 the best. You would obviously have the 51:40 million dollar a month in there. The 51:41 good thing is with this is a good way to 51:43 add strength to the packaging if you 51:45 want an even bigger safety net is like 51:47 you would have visibly like these offers 51:50 or whatever and the viewer should be 51:52 able to easily see and recognize a lot 51:54 of the offers. They should be able to 51:56 see Hamo's like, you know, money models 51:59 on webinar and they should be able to 52:01 see Jeremy Haynes's like if they don't 52:03 know those people, it still resonates 52:04 with them because the thumbnail format 52:06 still like you're representing the 52:07 office. That's adds strength to the 52:09 packaging because it just is an extra 52:11 safety net which this guy hasn't done. 52:13 But that's how I would package that type 52:14 of video. But again, if you had that 52:16 beforehand, the execution format of how 52:18 you would have done this video might 52:19 have been different. 52:20 >> Would you go back and repackage this if 52:22 it's already live or is it too late? You 52:23 can, but the problem is now that you've 52:25 got the video live, it doesn't best 52:27 align with what the viewer would expect 52:28 from that packaging. If you think about 52:30 from scratch, if you hadn't done this 52:31 video and we did that packaging of like 52:32 you saw what it did immediately the 52:34 video would open with the mirror board 52:36 of all of those different offers, right? 52:38 It would meet the expectation and the 52:39 format of which you done it. I mean, I 52:41 don't know. Yeah. So, like you did a 52:42 document which is fine, but you would 52:43 have just started off with a mirror 52:45 board and you probably would have also 52:46 like tied some of the examples of the 52:49 trending figures, you know, which you 52:50 might not have done in this, right? So 52:52 that video is still a video you can do. 52:53 It's like you could just take everything 52:54 you [ __ ] done for this video and like 52:56 leave a little bit of space. 52:57 >> Yeah. Yeah. Yeah. But like that framing 52:59 would be so much better for this because 53:01 again it's like do people directly 53:03 demand? Yes. A million dollar offers in 53:05 principle seems like you logically it 53:08 would have demand but like do we have 53:09 proof that it's on demand on YouTube? If 53:11 I went through it I would tell you we 53:12 don't right. And so we have to consider 53:14 that and we have to just take that as 53:16 signal for what it is and understand 53:17 okay well if I'm going to do a video on 53:18 this I can't be reliant on people caring 53:20 about a million dollar offers. So, how 53:21 can I make them care? Well, using the 53:23 right format can help make them care 53:24 because we know people find that 53:26 exciting and it's driving success. And 53:27 we know if we use trending figures in 53:29 the thumbnails, that's going to drive 53:30 demand to it. Even if they don't care 53:31 about a million dollar offers, they 53:32 might care about the breakdown of Alex 53:34 Mozy's offer and not the genius behind 53:35 it. And seeing that in the thumbnail 53:36 implies, oh, he's probably going to 53:38 break down that, right? And so, it's 53:39 like you're just taking that as signal 53:41 and that's why that research piece, that 53:42 visibility piece, it all comes up back 53:43 to this. That's like the foundation of 53:46 like what I always say is like just do 53:48 more research. Yeah. Run more ads, do 53:50 more research. It's the same thing. 53:52 Hopefully that's useful for that side of 53:54 things. The things I want to quickly 53:56 touch on as well, this we don't need to 53:57 go into as much detail on this, but like 54:00 after they choose a video, it's about 54:02 getting them to continue. So actually 54:04 watching the video, meeting their 54:05 expectations, receiving the value, and 54:08 like just having the video structured 54:10 the best way that it can be in order to 54:12 like achieve the success outcome because 54:14 you can get them to click as much as 54:16 possible, but at the end of the day, 54:17 like the content is the thing. Like that 54:19 is the thing. And then everything else 54:20 we do beforehand is just to get them to 54:21 see the content. But if the content 54:22 [ __ ] sucks, then you're not getting 54:24 pushed and then the YouTube algorithm 54:25 [ __ ] you. So with that said, like this 54:26 part is simple. 54:28 >> Obviously, you know, your goal is to 54:30 provide as much value as possible. 54:31 That's the part you're [ __ ] good at. 54:32 So we just need to give you like a 54:34 framework around that and a set of guard 54:36 rails to think about when you're making 54:37 these videos in order to make sure it's 54:39 done right. 54:39 >> First thing I'll say is like let's say 54:41 we've decided on the topic, we've got 54:43 the format, everything's set in stone. 54:44 So like first and foremost we need to 54:47 make sure that if we're taking 54:49 inspiration from a particular format 54:50 that we're carrying that over in terms 54:52 of its execution format. And the reason 54:55 why is because when we're doing the 54:57 research, one of the things I said is 54:58 we're trying to figure out what about 55:00 that video drove it to succeed. Was it 55:02 the title? Was it the thumbnail? Or was 55:04 it the execution format? Because what a 55:05 lot of people do wrong is they'll see 55:07 something that works title and format 55:08 wise. And because of poor YouTube 55:09 education, people say like outliers take 55:11 the title and thumbnail and twist it to 55:13 your niche. you know, it like this is 55:15 what they talk about. But sometimes the 55:17 title and thumbnail wasn't the thing 55:18 that drove the video to succeed. It was 55:20 the execution format. Sometimes in its 55:22 entirety or sometimes in just a quite a 55:25 significant level to where if you didn't 55:26 copy that, you're increasing the risk of 55:27 the video. So like for example, with 55:29 this format here, I made 300 YouTube 55:31 videos and learned this. Like we saw 55:33 this format and yes, like the title, 55:34 great, cool. But we had to determine 55:36 like was it the title that made this 55:38 succeed? Was it the thumbnail as well? 55:40 Because that's a massive piece too. And 55:41 sometimes the thumbnail is actually the 55:42 biggest driver, right? And so we had to 55:45 figure out like you know what what that 55:46 would be. And what we found is like we 55:48 saw that this was also working in 55:49 another niche and it didn't have this 55:51 thumbnail format, right? So like we 55:53 could make an assumption that like we 55:54 didn't need the thumbnail format like we 55:56 we you know using logic and also using a 55:58 level of data. We could say okay this 56:00 format's been done without like a 56:01 [ __ ] dashboard thumbnail where it's 56:03 got massive text saying like polarizing 56:04 thing right which is what this thumbnail 56:05 format effectively is. So we can kind of 56:07 isolate that as like that wasn't one of 56:08 the variables. Then when we went to the 56:10 video, what we saw, if you look at the 56:12 chapters, there's like 40 points in this 56:14 video. And so even straight away the 56:15 viewer notices that. Like I just noticed 56:17 it then I forgot about it. But you can 56:18 see there's like all these different 56:20 chapters. Even those small things just 56:22 get me curious as a viewer. And then as 56:24 you'll actually see, the video is going 56:25 over 40 brutal truths. Interesting. 56:28 Okay. Well, if I have visibility over 56:31 YouTube, I would also know that Dan 56:33 Martell did this video here, which was 56:35 40 brutal truths I wish I knew in my 56:37 20s. So like which is an execution 56:38 fallout more than anything because it's 56:40 different because in these listical 56:41 formats it's typically five to 10 56:42 points. So the point of why I'm saying 56:44 this is this is clearly like this has 56:46 clearly played a part in the video 56:47 success or even if hypothetically it 56:49 hadn't if I was going to use this format 56:51 no [ __ ] way I was going to like just 56:53 do a 5 to 10 point listical because I 56:54 just massively increased the risk of the 56:56 video. Why would I do that if this could 56:57 have potentially been something? So like 56:59 when we did that I sent 10 million cold 57:02 emails and learned this like we made 57:04 sure to take that we did like 25 points 57:06 in our video. So, we still had that 57:08 hieristical nature. And it's the same 57:09 for like these challenge formats. Watch 57:10 me start and sell a service like which 57:12 this video here. Watch me make and sell 57:14 cuz you might actually end up doing a 57:15 challenge video at some point which is 57:16 something important to consider. Like 57:18 this was the original that we found and 57:19 like yes the packaging you can tell like 57:21 the packaging it's interesting cuz like 57:23 challenge formats originated in the drop 57:24 shipping niche and it was like big 57:26 Shopify dashboard like pointing to you 57:27 might have seen it before and it was 57:28 like super hyperdedited and stuff like 57:30 that. in a more sophisticated niche 57:31 where the audience is more smart. If 57:33 they see a big claim, they're skeptical. 57:34 And so what this girl did, whether she 57:36 was intentional about it or not, is this 57:38 builds so much trust because the 57:40 packaging, it looks like she's put the 57:41 thumbnail together. She's a YouTube 57:42 amateur and it looks like it's a real 57:44 stripe screenshot. It just builds it 57:46 looks trustworthy, complimented with the 57:47 title. Now, if she [ __ ] in the video 57:49 had like in this video, I'm going to be 57:50 doing it and it was just like hype 57:51 edited, it wouldn't have worked. So, 57:52 she's had to meet that expectation, too. 57:54 And she's kept this kind of amateur 57:56 artsy, she's literally filmed it on an 57:57 iPhone. And so like when we took this to 58:00 instantly watch me start and sell a 58:02 service, we did the same thing here as 58:03 well where like Austin has like a 58:05 perfect studio, but we literally got him 58:06 to record. Oh, there's me [laughter] cuz 58:08 I was in the video. You know, we 58:09 literally took that same format. We took 58:10 the part that in the intro basically she 58:12 got her boyfriend to like be like 58:14 there's no way that you're going to do 58:15 it. Setting up the states, right? And so 58:17 I literally [ __ ] created this piece 58:19 where I pretended I was like there's no 58:20 way you're going to do it. 58:21 >> So [ __ ] 58:21 >> right? So it's like it's to that degree, 58:23 even to the degree where the editing on 58:25 this was like really good and I reviewed 58:26 the video and I was like we need to make 58:27 this [ __ ] We literally dial back the 58:28 editing. So point being extreme 58:30 examples, but like when you're taking 58:32 inspiration from a particular format, 58:33 this is what I was talking about with 58:34 the thousand hours of studying one like 58:36 you need to understand if there was 58:38 anything in particular really unique 58:39 that you think potentially drove that 58:41 video to succeed in the execution. Make 58:43 sure you're at least taking in your 58:44 video and considering that. That's 58:45 number one. Number two, obviously making 58:47 sure you're meeting the expectations in 58:48 the video as well. Also, from the 58:49 framing of the title thumbnail, like I 58:50 said with that one, there's like a raw 58:52 miro dashboard, all these things. If 58:53 that mirror wasn't shown at any point in 58:55 the video, and really even in the hook, 58:56 your video would probably be actually 58:58 [ __ ] Even if it seems like a small 58:59 thing. And then obviously, I'm sure 59:01 you're aware, you need proof, promise, 59:02 plan in the video. It needs to be clear 59:04 why they should listen to you, what 59:05 they're actually going to get out of the 59:06 video, confirm their expectations, and 59:07 then if it's a course video, you got to 59:09 make that [ __ ] super clear of why they 59:11 should watch the entire video. Like with 59:13 course videos, you have to be like, 59:14 "We're going to go through this, this, 59:16 this, this, this, this, this, this, 59:17 this, this, this." like literally the 59:19 full thing. So, it's a super clear plan 59:20 of like cuz if you're going to get them 59:21 to commit like to a [ __ ] 3-hour 59:23 video, it's like you got to make that 59:24 [ __ ] super clear. That's really it. Like 59:26 understanding the format of which it 59:28 should be recorded in and the structure 59:30 that it should follow. Being aware of 59:32 like for example certain videos it's 59:34 better for it to be a whiteboard. If 59:35 you're taking inspiration like there's a 59:37 format which is like if I started this 59:38 thing in 2026 I'd do this, right? That's 59:40 another format. It's like a whiteboard 59:42 thing and it follows a certain structure 59:43 of like level one, level two, level 59:44 three. People over complicate the 59:46 execution. Outside of that, there's 59:48 really nothing. You just provide a [ __ ] 59:49 ton of value. And then at the end of the 59:51 video, and this really gets into 59:52 conversions, and this is how we tie into 59:53 this, like this is where we get into the 59:55 CTAs. So that's basically it for making 59:57 the video, structuring the video within 59:59 those guardrails that I've gave. Just 1:00:01 give a [ __ ] ton of value as much value 1:00:02 as possible. That's it. And so then the 1:00:04 conversion piece, we found like backed 1:00:06 by a lot of data, certain things that 1:00:08 work really well. So first and foremost, 1:00:10 we try not to give hard CTAs in the 1:00:12 video. Two things. I don't know if you 1:00:13 like what do you do currently from a CTA 1:00:15 stand? So we have a mid roll and an end 1:00:16 roll CTA and it's either just me 1:00:19 indirectly weaving it in without cutting 1:00:22 to something else or it's like a 1:00:23 advertising break was like real quick if 1:00:25 you like this and uh then I do have a 1:00:27 program called X you can click the link 1:00:29 below. 1:00:29 >> Yeah, [ __ ] that. 1:00:30 >> So that like like you can and you can 1:00:32 cuz I also don't want to you to 1:00:34 completely pivot the CTA strategy if 1:00:36 it's working for you, right? So like 1:00:37 this is like your YouTube's crushing. So 1:00:39 like we do want to obviously be safe 1:00:40 with the changes that we make. First and 1:00:42 foremost, end of the video, you always 1:00:43 need to CT into another video. Do you do 1:00:45 that? 1:00:45 >> No. 1:00:46 >> Okay. You need to do that because like 1:00:47 with YouTube, viewer satisfaction is 1:00:49 what we're trying to optimize for. And 1:00:50 the way YouTube measures viewer 1:00:51 satisfaction, it's through a culmination 1:00:53 of multiple different things. It's like 1:00:55 to view ratio. It's positive comment 1:00:56 view ratio. It is watch time to a 1:00:58 degree. But one of the biggest drivers 1:01:00 is session duration, which is like after 1:01:01 they click on your video, how long do 1:01:03 they spend in that given period on your 1:01:06 channel across your videos, right? And 1:01:08 so we want to push that as much as 1:01:09 possible. And so like at the end of 1:01:11 every video, we link them to the next 1:01:14 video that's natural for them to watch. 1:01:16 >> Okay. 1:01:16 >> From whatever stage they come in at. 1:01:18 >> Question on this. So am I then doing two 1:01:20 CTAs? 1:01:21 >> No. 1:01:22 >> So I'm just not CTA to 1:01:23 >> Do you do that at the end of the video? 1:01:24 So what's what do you do at the end of 1:01:25 the video? 1:01:25 >> I CTA our offer. 1:01:27 >> Do that for now. 1:01:28 >> My concern with that is like B2B. I'm 1:01:30 thinking like some people are just like, 1:01:31 "Okay, I can see this guy knows his 1:01:33 [ __ ] This is like a very specific thing 1:01:35 that I've gone and watched a video on. I 1:01:37 didn't even know this guy sold an offer 1:01:39 kind of thing. That was my philosophy on 1:01:40 it. 1:01:40 >> No. And it Well, 100%. So, like from a 1:01:42 conversion standpoint, absolutely makes 1:01:44 sense in theory because the I mean, if 1:01:46 you could have CTAs [ __ ] 20 times 1:01:47 through the video, your video would be 1:01:48 probably super high converting if we 1:01:50 isolated the effect that it would have 1:01:52 on the viewer. But that's the thing we 1:01:53 have to consider is like we know that 1:01:55 direct CTAs, they are a take, right? The 1:01:58 videos are give, the values are give, 1:02:00 and the CS are a take, right? And it 1:02:03 doesn't always kill the videos, but it's 1:02:04 not going to help like what spectrum 1:02:06 it's on in terms of whether it kills the 1:02:07 video or not. It's a different case. But 1:02:09 like the thing is is you can't see the 1:02:12 difference it would make if you hadn't 1:02:13 have that cuz your videos are doing 1:02:15 decently well. So you're not like this 1:02:16 shit's not working. So you're not 1:02:17 isolate, you're not pointing as a 1:02:18 bottleneck. And it's not a bottleneck. 1:02:19 It's a micro optimization. Like you'll 1:02:21 want to test this with your attribution 1:02:22 because you can test that bottleneck if 1:02:25 and when it makes sense to. I don't 1:02:26 think it's a super high priority thing 1:02:27 for you to test, but you can see like if 1:02:28 I remove this, does it have a negative 1:02:30 impact or does it have a positive 1:02:31 impact? Right. And so that's one thing 1:02:33 there. If you're still going to get that 1:02:34 direct CT at the end, which in the 1:02:35 immediate I wouldn't recommend swapping 1:02:37 that because it's, you know, like you 1:02:38 wouldn't want to conversions, you still 1:02:40 want that as an extra one. Like you'd be 1:02:41 like, you know, if you want to do XYZ, 1:02:43 then you know, call D, you get the 1:02:45 direct CTA. However, if that's not you, 1:02:47 then what I recommend is you watch this 1:02:48 video here, which goes through, right? 1:02:50 And so, like, you giving them option cuz 1:02:51 Sam Pola like the he's like the top of 1:02:53 the Facebook ads niche and he does like 1:02:54 400k a month directly from YouTube to 1:02:56 his agency and then he does like an 1:02:57 extra 200ish a month or maybe more like 1:02:59 300 now to his school community. So, 1:03:00 that's all YouTube no brand elsewhere. 1:03:02 He does that because at the end of the 1:03:03 day, yes, it's not optimal, but 1:03:06 >> yeah, I'm going to do that cuz I'm not 1:03:07 doing any like, "Hey, go and watch 1:03:09 this." 1:03:09 >> And then you pop it up as an end screen 1:03:10 and you like, "Yeah, I'll pop up a video 1:03:12 now on the screen. Keep it in your own 1:03:13 voice." And then like you're basically 1:03:14 rehooking them into that video like the 1:03:16 same way that you sold them on watching 1:03:18 the [ __ ] video they just watched in 1:03:19 the first place. You're like gassing 1:03:21 this video up. You're like, "This is the 1:03:22 thing you need to watch next." And you 1:03:23 usually transition it in. So it's like, 1:03:25 "You just watched this video, you've 1:03:26 learned X, Y, and Z." But without this, 1:03:28 you're not really going to be able to 1:03:29 actually apply all that stuff. So that's 1:03:31 why I put together this video here which 1:03:33 is going to go through X Y and Z for 1:03:34 you. You know it's going to get you this 1:03:36 going to get you this D. Click that 1:03:37 video there and I'll see you there. Like 1:03:39 that's how you would ideally do it. But 1:03:40 with the it might look a bit different 1:03:41 with the other CTA. But yes, definitely 1:03:43 you need to be doing that because that's 1:03:44 also going to force them to consume more 1:03:46 of your comments. So it's actually 1:03:47 probably only going to help with 1:03:48 conversions anyway. It's going to 1:03:50 increase the session duration which is 1:03:51 also time spent with you and value 1:03:53 received from you. Especially when you 1:03:54 get these course videos in that we're 1:03:56 going to go through in a second. That's 1:03:57 probably what you're going to push them 1:03:58 to. They'll just have like magnum opuses 1:04:00 that you'll just push them to and 1:04:01 they'll be the natural next step and 1:04:02 it's just [ __ ] like a magnum opus is 1:04:04 like the one piece of content where like 1:04:05 they if they went through all of that 1:04:06 it's just like 1:04:07 >> it's game over. They're okay. That's 1:04:10 going to be the session duration 1:04:11 maximizer and it's also going to be the 1:04:14 one that converts them the best. So 1:04:16 yeah, that's important. Now in terms of 1:04:17 CTAs throughout the video, this is the 1:04:20 way that I do it. You'll want to test 1:04:21 this if you're already doing because 1:04:22 again I don't want you to decrease 1:04:23 conversions, but this is what we found 1:04:25 works best. It's different for software 1:04:27 and products and I'm going to give that 1:04:29 anyway just in case it's useful for you 1:04:30 in the future, but then I'm going to 1:04:32 apply it like more specifically to to 1:04:34 you. So, as I said, most CTAs are takes 1:04:37 and you like might even think like how 1:04:38 the [ __ ] can you give a CTA that's not a 1:04:40 take and instead it's a give. But there 1:04:41 is a way to do this and like it works so 1:04:44 [ __ ] well. So, like through an actual 1:04:45 example with this one here challenge 1:04:48 video, we started and sold a service in 1:04:50 10 hours. It was this whole challenge, 1:04:51 right? And so, naturally, part of this 1:04:53 was making the offer. what's the 1:04:55 business in the first place? And 1:04:56 eventually we get to this part like 1:04:57 where we have to actually figure out how 1:04:59 are we going to get the clients, right? 1:05:01 And so the whole angle we took was like, 1:05:03 okay, right, how are we going to get 1:05:04 clients? So content, it's too slow. I've 1:05:06 got to do this in 10 hours. Like I can't 1:05:08 do I can't do that in 10 hours. Okay, 1:05:09 paid ads. Well, like yes, I can get 1:05:11 traffic through, but am I going to crack 1:05:12 paid ads in 10 hours? I've got like, you 1:05:14 know, that's difficult, right? You 1:05:15 typically light money on fire for ages. 1:05:17 And so we went through all these methods 1:05:18 of acquisition. We're like, okay, the 1:05:19 one that makes the most sense and that's 1:05:20 the most simple is cold email. And we 1:05:22 made sure that was an airtight sales 1:05:23 argument as to why up to that point. So 1:05:24 they're selling cold email. But then 1:05:25 it's like, well, how are we going to do 1:05:27 cold email? You need to warm up domains 1:05:28 for like 14 days with cold email. You 1:05:30 can't send cool emails straight away. We 1:05:31 don't have it set up cuz we just started 1:05:32 the challenge. But instantly just 1:05:35 launched a pre-warmed domain feature 1:05:37 where they could get domains straight 1:05:39 away where you could buy them and launch 1:05:40 cold emails same day. Yeah. And so it 1:05:43 was like it wasn't a sell, it was like 1:05:46 in order to complete the challenge, we 1:05:47 literally had to do it. 1:05:49 >> Yeah. Smart. 1:05:49 >> Right. And also the framing was it ended 1:05:51 up having this effect of instantly 1:05:53 almost becoming the hero of the story in 1:05:55 a sense cuz it was like a pitfall of 1:05:56 like [ __ ] like are we going to be able 1:05:58 to do this? Oh wait, but we can do that. 1:05:59 The effect of that was literally people 1:06:01 being like best advertisement I've ever 1:06:02 seen. We'll definitely start using Insta 1:06:04 campaigns 100 likes and like there was 1:06:06 loads of com wow did not realize I was 1:06:07 watching an ad until like this. Right. 1:06:09 And so 1:06:10 >> [ __ ] sick. 1:06:10 >> People were literally like recognizing 1:06:12 that it was an ad. I know it's an ad, 1:06:13 but couldn't stop watching ads done. 1:06:15 Right. Right. I've never seen this 1:06:16 reaction before on a YouTube video when 1:06:18 like, you know, it's gone so organically 1:06:20 viral when it was like the product 1:06:21 positioning was throughout like the 1:06:22 entire video. You know, he's literally 1:06:24 just using the software. He's literally 1:06:25 pulling up like the price and options. 1:06:26 You can see where it happens here where 1:06:28 we've got like the pre-warmed accounts. 1:06:29 And so the framing is is like if you 1:06:31 weren't affiliated with the product, how 1:06:32 would you position it? Like would the 1:06:34 product even commit into the first 1:06:35 place? Cuz if you wouldn't mention the 1:06:36 product in the first place, if you 1:06:37 weren't affiliated, don't do it. But if 1:06:38 it would cuz you back your product and 1:06:40 it's genuinely the thing that they 1:06:41 should be using for whatever piece, then 1:06:43 use it there, right? That made sense. 1:06:45 >> Yeah. 1:06:45 >> This is how it works for software, but 1:06:46 obviously doesn't work the same for you. 1:06:48 But the way that you do this, which you 1:06:49 might already do, 1:06:50 >> I think I know what you're going to say. 1:06:51 >> What do you think I'm going to say? 1:06:52 >> I think you're going to say kind of like 1:06:53 what [ __ ] Hozi does and he like is 1:06:55 pulling [ __ ] from his books and stuff 1:06:57 and he's just like indirectly plugging 1:06:59 it throughout. 1:06:59 >> So, I'll explain. So, like it's super 1:07:01 easy. So, like what you have to do is 1:07:02 you have to think about why are they 1:07:03 clicking on the video? What's the 1:07:04 objective of the video? What do they 1:07:05 want? And what are the steps to get 1:07:06 there, right? And so, there's only 1:07:08 through the medium of a video, a piece 1:07:10 of content, there's physically only so 1:07:11 much you can do. you can't [ __ ] grab 1:07:13 throughout the screen and start [ __ ] 1:07:14 with their [ __ ] This is why creating an 1:07:16 asset that is like additive to the video 1:07:20 that's like interactive that is like 1:07:21 very specific to the video that they can 1:07:23 only get that piece of value through 1:07:26 that asset. There's no other way that 1:07:27 they can get it. So this is you know 1:07:28 what you call a lead magnet but it's not 1:07:30 just like you're being like yeah like 1:07:31 get this worksheet in the description. 1:07:32 It's like very specifically created to 1:07:34 the video. And so in the AI niche, one 1:07:37 of the niches where you can apply this 1:07:38 really [ __ ] well is like you need the 1:07:40 NA10 tutorials and these things. People 1:07:41 give their JavaScript files of the 1:07:45 actual thing because anybody watching 1:07:47 it, they don't want to [ __ ] build it. 1:07:48 They just get it. So they opt into the 1:07:50 school community and they get it. For 1:07:51 like this uh guy here who's in a super 1:07:53 small niche, one of our clients. Yeah. 1:07:54 For this guy here, like we did this one 1:07:55 here called Code Plus Copathy, which is 1:07:57 like this guy. Yeah. 1:07:59 >> Yeah. So like destroys every legion 1:08:00 agency. And in the video we go through 1:08:02 all these core skills, this whole cool 1:08:03 email system. And obviously if we give 1:08:05 them the cold skills they're going to 1:08:06 like anyone who's interested in that 1:08:07 video who you give that to like they 1:08:09 have to get that. They'd be literally 1:08:10 stupid to not get the asset. And like 1:08:12 with for example for Sam we had a video 1:08:14 which was the best ad creative strategy. 1:08:16 We gave them like a full ad creative 1:08:17 library of like all up to date like live 1:08:20 today even though they put videos posted 1:08:21 one year ago the best winning ad 1:08:22 creatives that we're seeing the market 1:08:24 right now. And so it's like these assets 1:08:26 that we're giving it's just going to 1:08:28 make sense for them to do it. Ryan Dice 1:08:29 as well one of his 1:08:30 >> co dashboard one. 1:08:31 >> Yes. I converted from that video. 1:08:34 >> Yeah, me too. 1:08:34 >> Yeah, that's the time where I was like 1:08:36 that got me hookline and sinker and that 1:08:38 is one of the perfect applications of it 1:08:39 where like the product which was the CEO 1:08:42 dashboard was literally positioned 1:08:43 through the entire video and it's like 1:08:44 who's not going to get that in the 1:08:46 description. You know what I mean? And 1:08:47 so like you got to be thinking from this 1:08:48 frame as well because if you can put 1:08:50 together that asset that is like just 1:08:52 such a no-brainer and the viewer then 1:08:53 thanks you for it cuz they're they're 1:08:55 getting something that they couldn't 1:08:56 have gotten if you didn't give them the 1:08:57 asset. You know what I mean? And like 1:08:59 this 1:08:59 >> and you get them to opt in for that. 1:09:01 >> Yes. And then it redirects them to the 1:09:03 actual funnel. So like you still 1:09:04 redirect. 1:09:04 >> How frequently would you do that? Would 1:09:06 you do that on every video? Like I do 1:09:07 one value dense stock training a week. 1:09:09 Would you do it on every single one? 1:09:10 >> Yeah. The more you can give them the 1:09:12 better. Like it's not salesy. You could 1:09:14 have multiple just to make sure you 1:09:15 cover all your bases, especially if it's 1:09:17 a course video, you know? 1:09:18 >> And what do you think about Hermosy's 1:09:20 way of doing this at scale, which is he 1:09:22 has the one CCA to like get your scaling 1:09:24 road map. 1:09:25 >> Exact. Well, yeah. Exactly. Well, what 1:09:26 about if I cuz I just built that. I just 1:09:28 built this like evergreen asset with a 1:09:30 scaling road map based on the revenue 1:09:31 level we're at. And I'm thinking like a 1:09:33 scalable way would be having that as the 1:09:34 CTA of like, hey, get your scaling road 1:09:36 map. 1:09:36 >> I think it's good as a scalable way. If 1:09:38 you think about it logically, he's 1:09:39 missing out on conversions. Like if he's 1:09:40 making a video on hiring and he gave his 1:09:42 internal like hiring documents, so he 1:09:43 positioned it that way. Oh yeah. 1:09:44 >> You know, you know what I mean? So it's 1:09:46 like or he gave like his hiring 1:09:47 scorecard. 1:09:48 >> This is a really good idea. 1:09:49 >> Yeah. The conversions on this I mean 1:09:50 you'll see this immediately. This works 1:09:53 so [ __ ] well because it's a give and 1:09:56 you also get extremely high people 1:09:58 bringing in and they come in also 1:09:59 disarmed because you haven't sold to 1:10:01 them. It's not like some [ __ ] join my 1:10:02 free newsletter and I'll send you a 1:10:03 bunch of value. Maybe that's how I would 1:10:05 do the CTA. Test that see the difference 1:10:07 in conversions. You can do that in 1:10:08 addition to what you have to you don't 1:10:10 have to remove. 1:10:11 >> Going to have the direct CTA. I'm just 1:10:13 thinking this goes there as well. 1:10:14 >> And then you can literally see on the 1:10:15 same video the data. The only thing to 1:10:17 consider as well is the placement of 1:10:18 this. So like you don't want to probably 1:10:20 put this right at the start unless it 1:10:21 really makes sense to in a rare case. 1:10:22 Like with all of these, it just comes in 1:10:24 naturally. Like you should know where it 1:10:26 comes in, right? That's really it 1:10:28 overall in terms of the feedback and 1:10:30 like the teachings of what you can take 1:10:32 going forward and you can apply that. So 1:10:33 yeah, hires YouTube researcher. That's 1:10:35 really the only high you need to make. 1:10:36 Find somebody who's really good like an 1:10:38 EA who's smart or whatever. Test 1:10:39 multiple. One of them will become that 1:10:41 leader who actually really good at 1:10:42 pattern recognizing. They head the 1:10:44 operation. Obviously KPIs, you [ __ ] 1:10:46 know that [ __ ] So why don't you tell me 1:10:47 how like you can figure out what what 1:10:49 should be done there. I can help you 1:10:50 with that. Now in terms of strategy to 1:10:51 go over this like this is really the 1:10:53 tactical of what I can give you in terms 1:10:55 of going forward and so like I just put 1:10:57 this as a note as like how I know you're 1:10:58 elite when it comes to systems and also 1:10:59 but your way of thinking as well. So 1:11:01 like definitely want to leverage that in 1:11:02 terms of the first pillar leveraging 1:11:04 trending AI applied to business. Right. 1:11:05 So I put this because I didn't know how 1:11:07 relevant is AI to your target market. 1:11:10 Okay cool very right. So, like this is 1:11:12 something that and I've spoke to you 1:11:14 about this before briefly, but I do want 1:11:15 to push this because like now you're 1:11:17 getting this researcher in place. You 1:11:18 can even have one researcher who's 1:11:20 fulltime on the AI niche and just 1:11:22 finding it straight away because I've 1:11:23 already recorded a video like a week ago 1:11:25 basically calling my shot on this. But 1:11:26 Grogot is going to be the next open claw 1:11:28 on YouTube in terms of like and I think 1:11:30 the demand will sustain longer because 1:11:32 of how accessible it's very user 1:11:35 friendly. This is the video that we did 1:11:36 for our client which is much more niche 1:11:37 which is Rockbot just changed business 1:11:38 forever and this is backend like 1:11:41 printing because it's so new. It's so 1:11:43 sexy. We give them all the like markdown 1:11:45 files to put in the video. So super high 1:11:47 optin cuz everyone's excited raving 1:11:49 about it. And also like the video is 1:11:50 genuinely valuable because like Grockbot 1:11:52 it's like this idea of you can have the 1:11:53 multiple teams and so it makes sense for 1:11:55 businesses. And so one idea that I have 1:11:57 for you which I mean this video will 1:11:58 come out probably after you do this 1:12:00 video if you execute fast which is like 1:12:01 for example how I turned this thing into 1:12:03 my personal assistant. how I turn 1:12:05 Grockbot into my personal assistant. I'm 1:12:06 trying to do this. Like I demand this. 1:12:08 If you can figure that out, how to like 1:12:10 build like a good personal assistant 1:12:11 with Grockbot or get your team to do it. 1:12:13 This will [ __ ] rip if you do that 1:12:14 [ __ ] Right. So Grogbots one, which I'm 1:12:16 calling my shot. I think that's going to 1:12:17 do very well. I think if you're early to 1:12:19 that, you'll be able to get great views 1:12:20 there. Obviously, you can see the data 1:12:22 coming in on the back end, see if it's 1:12:23 high quality or not. You can refine the 1:12:24 strategy from there. But when once 1:12:25 you've got the traffic, you can make 1:12:27 decisions. So we don't want to assume 1:12:28 traffic's low quality. I showed you with 1:12:29 the Alex Moszi example, it's not 1:12:31 necessarily the case. if you didn't use 1:12:32 Growbot for example, looking at what's 1:12:34 working in the AI niche generally and 1:12:36 what's trending in the AI niche and and 1:12:37 staying ahead of the curve of that and 1:12:39 then applying that specifically to you 1:12:41 know businesses or topics where you know 1:12:44 the business audience is watching them. 1:12:46 So again like there's another format 1:12:47 which is build a marketing team with 1:12:50 claude. This is a format that works 1:12:51 really well. Maybe you'd apply this to 1:12:52 Grockbot or maybe instead of doing it 1:12:54 with Claude code, you'd simply do it to 1:12:56 Codeex, right? Because another 1:12:58 prediction I have also just general side 1:13:00 note in the AI niche is like everybody, 1:13:02 all the creators are doing Claude. It's 1:13:03 been like this flywheel where they found 1:13:05 that people demand claws. So more people 1:13:06 have made it, which puts it in front of 1:13:07 people's eyes. What I think is I think 1:13:09 literally doing codeex and chachi BT 1:13:11 videos has been massively underserved. 1:13:13 That was the start of it all, right? 1:13:14 Everybody demanding these chachi videos. 1:13:16 They're being completely neglected now. 1:13:17 I've kind of got evidence to support the 1:13:19 hypothesis with like one of my clients 1:13:20 here. Like we did this video here 1:13:21 recently of Chachi PT work, right? Which 1:13:24 is like Claude Co's like Chachi BT 1:13:26 alternative. Like you wouldn't have 1:13:27 thought was in demand, but and this is 1:13:28 specific for businesses literally 1:13:29 [ __ ] work, right? And we just did 1:13:31 this video as well, how to use Chach 1:13:33 work like the 1% full guide cuz we saw 1:13:34 that was a format working the AI niche 1:13:36 and like this is really niche and chachi 1:13:37 sites we're also doing, but there's not 1:13:39 many people making videos around Chachi 1:13:41 BT. So like just thinking that way of 1:13:43 like okay, this is where the demand is. 1:13:44 how can I like differentiate and like 1:13:46 you know but the massive gap there and 1:13:48 you're really well positioned to do that 1:13:49 because you're actually really good at 1:13:50 that and you know how to make the videos 1:13:52 well to the viewer. 1:13:53 >> Yeah. 1:13:53 >> AI second brain for example there's so 1:13:55 for example Claude plus Obsidian. So 1:13:59 like there's this whole thing of Claude 1:14:00 plus Obsidian I built second brain like 1:14:02 like how to build the ultimate AI second 1:14:04 brain. What I thought is a good idea for 1:14:06 you is how to build the ultimate AI 1:14:07 company brain. 1:14:08 >> I've already built that as well. What? 1:14:10 With like AI as well. 1:14:12 >> Like I've got a dialed in company brain, 1:14:14 >> bro. 1:14:14 >> And it's so good. I could just rip a 1:14:16 video on 1:14:17 >> and I want this. I I like again this I 1:14:20 know 1:14:20 >> AI company brain. 1:14:21 >> Yeah, 1:14:21 >> that would rip as a video cuz I did one 1:14:24 a while ago. It was just positioned 1:14:25 wrong. I said like how to build an AI 1:14:27 dashboard and it did well. 1:14:29 >> But if I positioned it this way, it 1:14:31 would rip. 1:14:31 >> Even if you don't use obsidian, you like 1:14:33 you got to you got to play. You got to 1:14:35 cuz it's the visual people like that. 1:14:36 >> I just say it's like some purple crystal 1:14:38 or some [ __ ] So yeah that and that 1:14:39 would rip and I know I want that so I 1:14:41 can give you the confirmation that they 1:14:42 demand it right especially the more 1:14:43 sophisticated ones. So it's like just 1:14:45 again like these are just examples like 1:14:46 Grockbot for example is a recent one 1:14:48 second brains are one that and you can 1:14:49 take that and apply to and then the full 1:14:50 courses on AI as well but applied to 1:14:53 business. So for example lots of people 1:14:54 are doing like one person business with 1:14:57 code I'm not saying you would do one 1:14:58 person business but just being aware of 1:15:00 these things like this one here how to 1:15:01 start a one person business with cold 1:15:03 for course 900k views. So it's like you 1:15:05 know you're getting a business audience 1:15:06 with that you can adapt it. You have the 1:15:07 information you can do what you want 1:15:08 with it. The other side of this is 1:15:10 finding proven formats in like systems 1:15:12 niche and stuff like that you know 1:15:14 adapting it. So productivity etc. How to 1:15:16 build systems so your business runs out 1:15:17 you business is hard until you build 1:15:18 systems like this right? But I think the 1:15:20 productivity niche will be a big gold 1:15:21 mine for you if you think about it the 1:15:23 second brain one like that's in the 1:15:25 productivity niche right people are like 1:15:27 who are systems thinkers in their own 1:15:29 life is very adjacent to systems 1:15:30 thinking in business. And so like I 1:15:32 think you should really mine the 1:15:33 productivity niche and honestly just 1:15:35 that niche alone like it's it's infinite 1:15:37 really. And then as I said here like 1:15:39 magnumopus videos as I call them but 1:15:40 really like these are the sort of videos 1:15:42 that can just absorb all of the 1:15:44 attention around the topic if you were 1:15:45 to just focus on these with also like I 1:15:48 put a miscellaneous section here as well 1:15:49 of just like your you know unfair 1:15:51 advantage being 20 making this much as 1:15:53 20 the business breakdowns so on and so 1:15:55 forth. That's miscellaneous stuff 1:15:56 >> like personal ones that are like Yeah. 1:15:58 >> Yeah. Like the [clears throat] ones that 1:15:59 you just want to make, right? But like 1:16:00 in terms of this, this would be the real 1:16:02 like final key pillar. I suppose this is 1:16:04 like three pillars, but like the final 1:16:06 key pillar that you should go super 1:16:08 hard. 1:16:08 >> And how frequently would you make these 1:16:09 free courses 1:16:10 >> as much as many as you can. This should 1:16:12 be your 1:16:12 >> without sacrificing quality. 1:16:13 >> This should Yeah, that should be your 1:16:14 focus is like even if you reduced volume 1:16:17 >> cuz it took me a few weeks to build this 1:16:18 one that I've just built. The first one 1:16:20 I put out took me like 3 months to 1:16:22 build, but I got paid in proportion to 1:16:24 that and I didn't even use any AI. This 1:16:26 time I could use AI so it was quicker. 1:16:28 >> But yeah, like I could rip one of these 1:16:30 on paper like once a week, once every 1:16:31 two weeks and I know they will rip cuz 1:16:33 nobody's building like highle systems 1:16:35 courses. 1:16:36 >> Yes. 1:16:36 >> And you wouldn't withhold any 1:16:37 information in those? 1:16:38 >> No. I would give literally everything 1:16:40 and make it super procedural. 1:16:43 >> Yeah. Yeah. Yeah. 1:16:43 >> And this is what I was saying before 1:16:44 with like there's obviously the systems 1:16:46 one like how to build systems. this this 1:16:47 will [ __ ] rip like this video will 1:16:49 rip for you that exact framing and like 1:16:51 just giving you that but then also you 1:16:53 can do it but then question so so your 1:16:55 business my concern has always been I 1:16:57 want to make the title specific to my 1:17:00 ICP without it being too long- winded 1:17:03 for example like how to build systems so 1:17:05 your agency or coaching business runs 1:17:07 without you it sounds [ __ ] do you know 1:17:08 what I mean 1:17:09 >> but why you want to do that 1:17:10 >> you think I just keep it broad so then 1:17:12 like even if I get no non- agency and 1:17:15 coaches maybe I can't help them it 1:17:16 doesn't matter Anyway, 1:17:17 >> it's like they're in a desert. They're 1:17:18 [ __ ] dehydrated. They don't care 1:17:20 whether the water's Fiji water or 1:17:22 [ __ ] tap water from London from the 1:17:24 tops behind us, right? And so you have 1:17:26 to understand the state of the YouTube 1:17:28 market and like the level of 1:17:29 sophistication that it's at which is in 1:17:31 the business systems. It's just like if 1:17:32 they need that and they go to get that 1:17:34 now. There's nobody who's making videos 1:17:36 around like how to build systems for 1:17:39 your agency and these things because 1:17:40 those creators understand that that 1:17:41 would be too niche. 1:17:42 >> It's too specific. I think that's 1:17:44 another big reason maybe I'm limiting my 1:17:46 reach because my videos are like really 1:17:48 specific. Okay, that's interesting. So, 1:17:50 go a little bit broader. 1:17:51 >> Yeah, but and you're not sacrificing 1:17:53 resonance though because there's nothing 1:17:54 else that exists. They're not going to 1:17:55 choose another video over yours because 1:17:57 it was more targeted because the targets 1:17:59 don't exist. 1:17:59 >> But if I was like how to get clients as 1:18:01 a business. 1:18:02 >> Yeah. 1:18:03 >> Doesn't make any sense. I would be like 1:18:04 how to get agency clients using paid ads 1:18:06 for course. 1:18:07 >> Yeah. Yeah. Yeah. Exactly. Right. Right? 1:18:08 Cuz then at that point it's like they 1:18:09 understand or they assume at least that 1:18:11 this is applicable to them as equally as 1:18:13 as applicable to whoever else it might 1:18:15 be intended for. So they they still it's 1:18:17 do they know the video is for them? And 1:18:18 in this case they feel the video is for 1:18:20 them because with everything else in the 1:18:21 market there's nothing to make them 1:18:23 assume that like it wouldn't be for 1:18:25 them. They see themselves as a business. 1:18:26 They are a business and systems they see 1:18:28 it as universal across all business. So 1:18:29 you just got to put yourself in their 1:18:30 their shoes. But yes this will rip and 1:18:33 then you can do it for as we said with 1:18:35 like Facebook ads. You can do that but 1:18:37 just make it more specific. 1:18:38 >> Yeah. But also in the execution like 1:18:41 procedural I think that's where the gap 1:18:42 is from a content standpoint. Let's a 1:18:44 packaging standpoint but like everything 1:18:45 they should be able to do everything 1:18:46 like scaling your business in 20. So 1:18:48 like if you wanted to go even broad this 1:18:49 would be like coaching or like so on and 1:18:50 so forth, right? This is a format that's 1:18:52 working really well right now for 1:18:54 courses is like simple actually course 1:18:56 like this is one that we're leveraging a 1:18:58 little bit. So we did this one for 1:18:59 Thrive Cart selling digital products in 1:19:00 2026 is simple. Actually we got it from 1:19:03 like it was like the clothing niche. So 1:19:04 again, it's just another one of these 1:19:06 like you've got these tools in your 1:19:07 arsenal to where like if somebody 1:19:08 already has a course in your niche, it's 1:19:10 like how can I differentiate that? And 1:19:11 one of the ways you can differentiate 1:19:12 oftent times is a title format. You can 1:19:13 just whip it out your pocket and deploy 1:19:15 it, you know? So that's one there. And 1:19:17 again, like these topics where if you 1:19:19 did a video on how to hire and train 1:19:20 sales reps and it was like a 20-minute 1:19:22 video, you would struggle to get views. 1:19:24 But if you make the video, if you make 1:19:26 the video on YouTube for it, and again, 1:19:27 it's one of those things where like if 1:19:29 it doesn't exist, the sophistication 1:19:31 level of the market around this specific 1:19:33 topic is extremely low. Like you would 1:19:34 not niche down to agency because there's 1:19:37 not even videos that exist for it. Hands 1:19:39 down. 1:19:39 >> Yeah, that makes sense. 1:19:40 >> Right. And so it's like you have to 1:19:41 understand like what levels of 1:19:43 sophistication. It's like the market's 1:19:44 just been formed. You know, cold email 1:19:46 for example when it was a new mechanism. 1:19:48 And it's like you just send cool emails 1:19:49 and you make an offer of like yeah like 1:19:50 I'll run your paid ads and then it 1:19:52 evolves to like okay I'll run your paid 1:19:54 ads to guarantee that you get X Y and Z 1:19:56 and then it's like I'll run your paid 1:19:57 ads to guarantee that you get XYZ using 1:19:59 unique mechanism that I have right and 1:20:01 so like this is the levels of 1:20:02 sophistication and it applies to YouTube 1:20:04 in the same way where like you're not 1:20:05 going to come in to a niche that barely 1:20:08 exists or like there's not a lot of 1:20:10 YouTubified videos with all these 1:20:11 formats. You're not going to come into a 1:20:12 niche like that where all you see is 1:20:14 how-to videos and be like the seven 1:20:16 levels of you know like and use like a 1:20:18 proper youtuby format and also you 1:20:20 wouldn't like niche it down further says 1:20:21 nobody is that exists. So understanding 1:20:23 the sophistication level of your niche 1:20:25 and like what you need to do to be at 1:20:27 that like on the edge of that basically. 1:20:29 So yeah this is where you can you can do 1:20:30 it for sales teams you can do it for 1:20:31 like all these specific pieces that if 1:20:33 you did a normal video on wouldn't get 1:20:35 many views. Same way we did with YouTube 1:20:36 script writing we did a 20-minute video 1:20:37 on that wouldn't got many views. But if 1:20:38 you do the whole video on it, you make 1:20:40 the magnumopus, the go-to video in that 1:20:43 around that particular topic for that 1:20:45 thing, completely switches the frame. 1:20:46 All of a sudden, you've got a video with 1:20:48 a view graph that's like that for years. 1:20:50 Cuz I know the demand on SOPs cuz I made 1:20:52 a video 2 years ago on this and it got 1:20:53 like 70 to 100,000 views, something like 1:20:55 that, and it was like a 10, 20-minute 1:20:56 video. So, if you made a beginner's 1:20:57 guide to SOPs of like how to identify 1:20:59 what needs an SOP, how to format like 1:21:01 everything you need to know, that would 1:21:03 crush. Now, you can make them more 1:21:05 niche. I think you should experiment and 1:21:06 just see. YouTube is a game of testing. 1:21:08 We can make assumptions as to like is 1:21:10 this too broad like because you know we 1:21:11 might attract local but then you might 1:21:12 not attract local because it might not 1:21:13 be looking for that. So like we don't 1:21:14 want to make these assumptions without 1:21:16 the data and that is where you are 1:21:17 there's that level same with paid ads 1:21:18 you do have to test but we are doing our 1:21:20 absolute best due diligence beforehand 1:21:22 to make the highest conviction bets cuz 1:21:24 the good thing is with these these will 1:21:25 take you long but it's with these videos 1:21:28 these are like quick ones. If a trending 1:21:29 thing pops up boom like you can do that 1:21:31 [ __ ] but in the background when not 1:21:33 trending shit's popping up you're just 1:21:34 working on these. And so like from all 1:21:36 of that, finding the formats, finding 1:21:37 the the trending AI, like making these 1:21:39 proven videos around the given key 1:21:41 pillars of every single piece that you 1:21:43 want to teach and you know is valuable, 1:21:44 packaging them in the best way, and then 1:21:46 also the typical videos that you're 1:21:47 doing, which I think there's not a lot 1:21:49 to give you from a YouTube standpoint in 1:21:50 terms of the fact you're 20 years old, 1:21:52 you're making a ton of money. I think 1:21:54 the packaging will just speak from that 1:21:55 standpoint. It's like it will just how I 1:21:58 make it's literally like that. You know 1:22:00 what I mean? how I built a million 1:22:01 dollar a month du at 20 years old full 1:22:04 master class. Yeah. It's it's like that 1:22:07 is so remarkable. You don't even need to 1:22:10 bother. Like you just make it the rest 1:22:11 straightforward. Yeah. 1:22:12 >> Don't make it confusing. Just direct 1:22:14 title. You know, breakdown videos are 1:22:16 100% convert. Like there's obviously 1:22:17 better ways you can package them. Like 1:22:19 there's nothing structurally I would 1:22:20 change about these. It's literally just 1:22:21 again once you have more information 1:22:23 from the research and you've got all 1:22:24 that synthesized, you'll have better 1:22:25 information to package these better, 1:22:27 more ideas, etc. And then you know 1:22:28 podcast etc. That's just the 1:22:29 miscellaneous, but that is really what I 1:22:31 would consider. That's that's Yeah. 1:22:33 Everything. 1:22:33 >> That was [ __ ] sick. 1:22:34 >> Yeah. 1:22:34 >> Yeah. 1:22:35 >> Thank you, bro. 1:22:36 >> Hopefully that's helpful. 1:22:37 >> No, that was super helpful. I know 1:22:38 exactly what we need to do. Like 1:22:39 reinforcing me, the biggest thing is the 1:22:41 packaging. I just didn't understand how 1:22:43 to go about it and that that solidified 1:22:45 it. We need a YouTube researcher. 1:22:46 >> Yes, 1:22:47 >> 100%. We need somebody going through and 1:22:48 looking at that. Thumbnails, we need a 1:22:50 better thumbnail guy 100%. We need to be 1:22:52 auditing that better. And yeah, just the 1:22:54 the free course thing. I've been 1:22:56 thinking about that. I was like, ah, 1:22:57 maybe. and you know I'm building one but 1:22:59 now I'm like okay even more so we need 1:23:00 to do this a lot more than I thought. 1:23:02 >> Yeah. So yeah that is all. Um I don't 1:23:06 really know how to outer this I guess as 1:23:07 the YouTube guy I've been put on the 1:23:09 spot here but uh yeah uh if you want to 1:23:12 learn how to actually apply everything 1:23:13 we spoke in this video in more detail in 1:23:15 a way that's more universally applicable 1:23:17 to you because obviously we broke down 1:23:18 Cameron's specific business but there's 1:23:20 a couple insights that I wasn't able to 1:23:22 cover in this video since I was speaking 1:23:23 directly to Cameron. And so to make sure 1:23:25 that you have everything that you need 1:23:27 in order to find the best video ideas in 1:23:30 your niche, the packaging, the research, 1:23:31 structuring that video correctly to 1:23:33 ensure that you actually maximize its 1:23:35 likelihood of success and then also the 1:23:37 conversion strategy. Literally 1:23:38 everything that you need applied 1:23:40 directly to you. Click this video here. 1:23:41 I'll go through all of it there. 1:23:43 Everything there. Full master class. 1:23:44 I'll see you in that one. 1:23:46 >> Go. We'll be soft.