0:00 I'm going to be talking about how I 0:01 build $100,000 plus per month YouTube 0:03 channels as soon as possible whenever I 0:06 have to start over so that you can do 0:07 the same. Now, you should probably 0:09 listen to me to be quite honest. And the 0:11 reason why, if you don't know me, my 0:12 name is Jake Trenda. I sold my first 0:14 YouTube channel at 10, made my fair 0:15 share of bad videos, bottle flip 0:17 challenge, and my mom falling on the 0:19 floor there. Finally, one works to a 0:21 degree, and this was where I started to 0:23 fall in love with YouTube and the 0:25 process of making videos, double down on 0:27 it. So, even doubling down at the age of 0:29 10 years old. 12 years later, I run over 0:31 100 different YouTube channels, one of 0:34 which is Gary Vee. So, recently we've 0:36 took over his YouTube channel, and we've 0:39 10x his average views in less than a 0:41 month. He's done a million long-form 0:42 views in the past 90 days when 0:43 previously he was averaging like 10, 0:45 20,000 views a video. Jeremy Haynes, we 0:46 just recently started with him. We 0:48 literally just started, and already we 0:49 have his most popular YouTube video 0:51 there produced on his channel lifetime. 0:53 Ali Abdaal, I'm taking over his strategy 0:55 as well to help him blow up his channel. 0:57 ManyChat, their recent video just hit 0:58 100,000 plus views in 9 days. Instantly 1:01 AI, a million dollars annual recurring 1:02 revenue added from YouTube. Zero to 8K 1:04 subs, multiple viral videos. And some of 1:06 our best results are actually starting 1:08 from complete zero with no existing 1:10 brand, no nothing. And so, Glenn Coco, 1:12 they made a million dollars back from 1:13 their first 6 months, from the first 12 1:15 videos. Their first video made them 1:16 $100,000 in the first 30 days. And then 1:18 their first 12 videos, million dollars 1:20 in 6 months. Tessa, she went from zero 1:22 to 50K net profit from YouTube in her 1:24 first month from about four or five 1:26 videos, 14 new clients. You can see the 1:27 screenshot there. And she got 1 million 1:29 long-form views in 90 days as a doctor. 1:31 So, super boring business, and it just 1:33 goes to show that you can see success 1:35 with YouTube no matter the niche. And 1:37 then, Sam, zero to 40K a month from 1:39 YouTube. Someone went from zero to 1:40 pretty much 100K subscribers in a few 1:42 months. You get the point. And also, I 1:43 built my YouTube agency to $500,000 a 1:45 month at 21 years old. 1:49 Thank you. So, here's exactly what I'm 1:50 going to be walking you through. First, 1:52 how to get killer video ideas that your 1:53 buyers actually want to watch, and you 1:55 can know for a fact that they want to 1:56 watch. How to package them to destroy 1:58 your competition, how to make videos so 2:00 good they beg you to buy, how to keep 2:01 hitting green winner after winner using 2:04 data. And also, in turn, build the 2:06 number one YouTube channel in your niche 2:08 and grow your business. So, step one, 2:10 finding video ideas your buyers already 2:11 want to watch. Now, most business owners 2:13 start here. They know their target 2:15 market, they know their problems, and 2:17 then they just make something useful, 2:18 and YouTube will just find the right 2:20 people. That's what they assume. That 2:21 sounds logical, and it is also how you 2:23 spend a week making a useful video that 2:25 nobody watches. Knowing your audience 2:27 matters, but it does not prove that they 2:29 will choose the subject on YouTube. So, 2:32 you need evidence that they will 2:33 actually watch these videos before you 2:35 even press record. This is Dr. Shawn, 2:37 and I'm going to tell this through an 2:38 example. So, he's like a doctor that 2:40 helps people lose visceral fat. And he 2:41 was getting roughly 1,000 long-form 2:43 views a day, and then it went to more 2:45 than 100,000 views a day, and that 2:46 happened in less than a month. So, this 2:48 is what he was posting beforehand. So, 2:50 he was just kind of picking whatever 2:51 videos he wanted. Three eating 2:53 strategies that will transform your 2:54 health. Some of my favorite things. He 2:56 was making videos around what he thought 2:58 people needed, and what he thought his 2:59 target market wanted, just based on 3:01 knowing his market and who he worked 3:02 with. It wasn't that the information was 3:03 necessarily bad, but the subjects and 3:05 wording were being chosen on a whim. He 3:07 wasn't really thinking about that and 3:08 doing his diligence. So, we stopped 3:10 guessing, and we searched the exact 3:12 problems in his market people already 3:14 cared about. So, for example, you know, 3:15 we basically generated a list using AI 3:18 of what are the different things that 3:19 people might potentially search for in 3:21 his niche, and then we actually went and 3:23 did our diligence on YouTube to figure 3:25 out is there actually demand around 3:26 this? And so, we found genuine standout 3:29 outliers like this one here, how to 3:30 destroy visceral belly fat. This video 3:32 got 4.4 million views. So, we now knew 3:34 that there was demand around the topic 3:36 of visceral fat. And then we opened the 3:38 channel, and we kept following the 3:39 evidence. After finding channels that 3:41 had successful examples, we then 3:43 actually followed that evidence deeper 3:44 to basically create a demand map within 3:47 the niche to understand what are all the 3:48 things that the target market wants 3:50 specifically on YouTube. The same demand 3:52 kept showing up. Visceral fat. People 3:54 wanted to lose it and they wanted to 3:56 lose it fast. And before we even touched 3:58 the title, thumbnail, or recording, we 4:00 knew the subject and language already 4:02 had demand on YouTube. So, you have to 4:04 validate that first before you make a 4:06 video. Then we made this video here, how 4:08 to lose visceral fat so fast it feels 4:09 like cheating, 795,000 views. And this 4:11 video single-handedly broke that email 4:13 marketing system, according to them. So, 4:16 the topic, to be clear, did not do all 4:17 the work, and I am going to get into 4:18 this in a bit, but it did mean that we 4:20 were not gambling on whether anybody 4:22 cared in the first place before we 4:23 actually went to the effort of making a 4:25 really good video. So, this is what you 4:26 want to ask is what evidence says that 4:28 people that I want as customers are 4:30 already choosing to watch this subject 4:32 on YouTube. If you can't answer that 4:33 question, then you need to find that 4:35 out. Something that happens quite often 4:37 in a lot of these more boring niches 4:38 where you might be doing something super 4:40 valuable, but people don't really care 4:41 is what if people need something that 4:43 they do not value yet. I don't know if 4:45 you've read the book Breakthrough 4:46 Advertising, but very good book. In this 4:48 book, they discuss a concept called 4:50 levels of awareness. And in different 4:51 markets, people within that market are 4:53 within different levels of awareness. 4:55 Some are problem aware, some are 4:56 solution aware, and you have to know 4:57 where your market is at and where they 4:59 are at on YouTube. Because if you assume 5:01 that they want your mechanism, then you 5:03 might capture nobody, no matter how 5:04 valuable it is. People can want the 5:06 outcome without understanding the 5:08 mechanism. And so, this is an example of 5:09 Tessa Diamond. You can see she was 5:10 getting like 12K views beforehand, but 5:12 actually this was like 1K views. It just 5:14 got a ton of traffic after we started 5:15 working with her. A couple of the recent 5:16 videos, hundreds of thousands of views. 5:18 Now, her audience is women who want to 5:20 get into better shape, lose fat, better 5:22 health. But, her mechanism was insulin. 5:24 That's all she talks about. She's an 5:26 insulin doctor. She's an expert in 5:27 insulin. And fat loss was the outcome 5:29 that they already wanted. And so, what 5:30 we did was we identified insulin as the 5:32 mechanism that they needed to 5:34 understand. So, we made insulin relevant 5:37 to fat loss. Even though she just wanted 5:39 to speak about insulin, she didn't 5:40 really care about speaking about fat 5:41 loss, that was the outcome that they 5:43 wanted. They were solution aware, not 5:45 problem aware. And so, we positioned it 5:47 around the outcome. The broad design 5:48 gives the idea demand and then the 5:50 unfamiliar mechanism gives them a new 5:52 reason to care. When you basically use a 5:54 mechanism that is boring or unknown, but 5:56 you position it around the outcome, it 5:58 actually can make the idea stronger 5:59 rather than weaker because it's like a 6:01 unique mechanism, right? It 6:02 differentiates it from all the other 6:03 videos around fat loss. And so this was 6:05 the video that we made. If you don't 6:06 understand insulin, you don't understand 6:08 fat loss. The reason why we picked this 6:09 specific title was because this was a 6:11 format that was working really well on 6:12 YouTube, which I'm going to get into in 6:13 a moment about title format and all that 6:15 juicy stuff. But this if you don't 6:16 understand X, basically X being 6:18 something that the viewer doesn't care 6:19 about, you don't understand Y, which is 6:21 the ultimate thing they care about. It 6:23 drives curiosity, gets them to click, 6:24 230,000 views. It's actually more than 6:26 this now. And so she got 1 million 6:27 long-form views, 30,000 subscribers, and 6:29 then, you know, you saw the result as 6:30 well beforehand. There it is. So 14 6:32 clients, more than $50,000 net profit in 6:34 the first month even after paying us. 6:35 Now, to be clear though, like this was 6:37 only part, this was probably like 30% of 6:40 the decision was choosing to make a 6:42 video around insulin and then 6:43 positioning the outcome as fat loss. The 6:45 exact wording came from a proven YouTube 6:47 format and I'm going to show you how to 6:49 find that in the next section. So if 6:50 direct demand exists, you want to build 6:52 around it. If it does not, then change 6:54 the subject or bridge it to something 6:56 that people already want. So how do we 6:57 actually find what has demand on 6:59 YouTube? This is where I'm going to get 7:00 into some algorithmic source. This is 7:02 what you want to do yourself if you're 7:04 doing YouTube yourself single-handedly, 7:06 you want to go through this process to 7:07 figure out what people want or you can 7:09 pass this off to a virtual assistant or 7:11 AI. So depth-first search, don't let the 7:12 computer science language make it sound 7:14 more complicated than it actually is. 7:15 It's an algorithm which is just a simple 7:17 set of step-by-step instructions to 7:19 achieve a goal. And depth-first search 7:21 is used specifically to explore a huge 7:24 amount of connected information in a 7:26 given data set. It's what web crawlers 7:28 and these sort of things use. And so it 7:30 basically makes sure that if you're 7:31 going to explore your niche on YouTube, 7:33 you don't miss a single corner so that 7:35 you know all the successful channels, 7:37 all the topics with demand, but also 7:39 when you research the broader space of 7:41 YouTube, you're finding all of the 7:42 different things that are working. A 7:43 couple definitions that I'm going to go 7:45 over. A node in the context of 7:46 depth-first search is simply one thing 7:48 that you explore. And so, this could be 7:49 a search term, a video, a channel, or a 7:51 recommendation. The root node is where 7:53 it starts. And in our case, that is the 7:55 niche that we want to understand and 7:57 explore and find outliers in these out 7:59 successful videos within. And then you 8:01 have the stack, which I'll also explain. 8:02 So, this is a list of useful things that 8:04 you found, but you haven't explored yet. 8:06 So, basically, this is the way it works 8:07 visually. So, you start off with your 8:09 niche and within that, you will have a 8:11 list of different things to search 8:13 within your niche. The way that you get 8:14 this list is simply by saying to Claude 8:16 or ChatGPT, "Give me a core seed list of 8:19 keywords for this niche." And what it's 8:21 going to do, if you say productivity, 8:23 it's going to be like productivity tips, 8:25 systems, calendar schedule, and all 8:27 these things. It basically gives you all 8:28 the things that you need to search in 8:30 order to explore the entirety of the 8:31 niche. And then what happens is you 8:33 start with the first search term. So, 8:34 these search terms get pushed onto the 8:36 stack and you start with the first 8:37 search term in the stack. Then, when you 8:39 search that search term, you get a set 8:41 of videos. And all these videos, some of 8:43 them are going to have hundreds of 8:44 thousands of views. They're going to be 8:46 outlier videos that have performed 8:47 outstandingly well. Those get pushed to 8:49 the stack. Then you go to the first 8:50 video and you explore the channel from 8:53 that first video. You get a video that's 8:55 performed outstandingly well from a 8:56 search term. You then find and go to the 8:58 channel. And then in that channel, 9:00 there's a set of more outstanding 9:01 videos. And as you're going through this 9:03 process, you're recording all of this in 9:05 a research database of just videos that 9:07 have performed outstandingly well in 9:09 that channel, in that niche. Finally, 9:11 once you've gone through the channel and 9:12 you've seen all of the standout videos 9:14 that you want to take note of, you then 9:16 go back one step and you go back to that 9:18 video that you were previously on. You 9:20 look at the recommendations. You follow 9:21 that process all the way through. And 9:23 you basically continue through this 9:24 process where you've explored the 9:25 entirety of a search term, you've found 9:27 all the successful videos, all the 9:28 successful channels. And then, once the 9:30 search term is exhausted, you go back, 9:32 you repeat the same for the next search 9:34 term. And then you just iterate through 9:35 this very long and tiresome process, 9:38 which is why you yourselves business 9:39 owners shouldn't be doing it. You should 9:40 delegate this to an assistant or AI. And 9:43 this is how you explore the entirety of 9:45 a niche and find all of the videos that 9:46 are performing outstandingly well. Do 9:47 that enough and you'll have a very clear 9:49 idea of what works on YouTube. So, you 9:51 start with the language that your market 9:52 uses to describe the problem. So, for 9:54 example, lose visceral fat. And then you 9:55 find a video that generally outperformed 9:57 on its own channel like this one here 9:58 that I showed previously. You open the 10:00 channel and then you find all the 10:01 successful videos on that channel 10:03 following useful recommendations. When a 10:04 branch stops producing useful 10:06 information, go back and then take the 10:07 next one. Repeat until you understand 10:09 the niche, not just one competitor. You 10:11 should have a full full overview of the 10:12 entire niche. The reason why we want to 10:14 do this is because more visibility over 10:16 what works on YouTube and what doesn't. 10:17 It allows you to make better decisions. 10:19 And YouTube is just a game of decisions. 10:21 What are the right videos to make? 10:22 What's the right thumbnails to use? What 10:24 are the right titles, video structure, 10:25 etc. As I said, VA can run the search 10:27 process and AI can expand the search and 10:29 organize the evidence. And now you know 10:31 what people want, they can still choose 10:32 somebody else's video. So, you've 10:34 identified what should I make videos 10:36 around in the first place? And that's 10:38 how you can direct your focus to 10:40 something that can provide value and 10:41 actually attract customers. But then 10:43 it's about figuring out, how do I 10:44 actually package that? How do I get my 10:46 video clicked on over everybody else's? 10:48 Demand creates the opportunity and 10:49 packaging, title, thumbnail, hook, 10:52 structure decides how much of it that 10:54 you actually capture. So, this is the 10:56 second step is packaging the video idea 10:58 so people actually choose your video. 10:59 People already want the subject, that 11:00 does not mean they will choose your 11:01 video. They can only click one video at 11:03 a time. The title and thumbnail will 11:05 make one promise together and a format, 11:07 which you might have heard of title 11:08 formats, people talk about this a lot, 11:10 is a proven way of framing that specific 11:12 promise. And with this, what a lot of 11:14 people get wrong is they just see a 11:16 video that's worked and they're like, oh 11:17 yeah, let me just copy that and twist it 11:18 to my niche. Do not just copy the words. 11:20 You need to actually work out why people 11:23 wanted to click in the first place. So, 11:25 for example, this is a format that's 11:26 working very well on YouTube. You might 11:28 have seen it if you watch a lot of 11:29 YouTube, which is is like how to get 11:30 this result so fast it feels like 11:32 cheating. The likes of Alex Hormozi have 11:33 used it. Many of the top YouTubers have 11:35 used it. And the reason why this works 11:37 is because a result that they already 11:39 want faster than they could have 11:41 possibly expected, and it feels like 11:43 this unfair advantage, right? It feels 11:44 like cheating. So, it's like, "Ooh, like 11:46 if I click on this video, then I'm going 11:47 to get some sauce." And so, that's what 11:49 we did for Shawn. His audience already 11:50 wanted to lose visceral fat, and ideally 11:52 they would delete it. They're 11:53 actually health-conscious, and they want 11:54 to lose visceral fat. They want that 11:56 gone. And so, that's why that 11:58 format specifically meshed well with 12:00 that topic. So, you have to understand 12:02 if you find a formula that works really 12:03 well, you have to understand why it 12:05 actually works with that particular 12:07 audience, with the way their behaviors 12:08 are, their psychographics, the way they 12:10 think, the intent behind the view, so 12:12 that if you're going to plan on 12:13 transferring it to your niche, you 12:15 actually understand that it will work 12:17 well with your audience. What a lot of 12:19 people do is they'll see a format like 12:20 $1 versus $10,000 thing from Mr. Beast. 12:23 And then, they'll take that and apply to 12:25 a business audience, where it makes 12:26 complete no sense. But, the actual 12:28 viewing behaviors of those viewers are 12:29 completely different. So, you have 12:31 validated demand, and then you have a 12:32 proven reason to click, and you have one 12:33 specific promise. And the thumbnail is 12:36 what gets processed first. So, this is 12:37 the first thing to pay attention to, 12:39 because if they cannot recognize the 12:41 problem and outcome quickly, and they 12:42 cannot understand that the video is 12:44 actually for them within a single 12:45 instance, they may not even read the 12:47 title, because YouTube's a 12:48 winner-take-all platform. People have 12:49 short attention spans. There's 20 12:51 different videos on their feed at once. 12:52 Only one of those gets clicked on. And 12:54 so, if you can't grab their attention 12:55 straight away, they're going to go 12:56 somewhere else. So, for example, with 12:58 Dr. Shawn, the thumbnail makes the 13:00 transformation look obvious. We've got 13:01 red highlight block behind the white 13:03 text, which is proven to work on 13:04 YouTube. You might have even seen that a 13:06 lot, where people have the red block 13:07 behind the white text. It's gone from 13:08 Diary of a CEO. They were the ones who 13:10 innovated this, and then everybody just 13:11 copied it. But, also logically, red on a 13:13 dark background, and then the white 13:15 contrasts a lot. Then, we have the 13:16 visual transformation, so it grabs their 13:18 attention in a single instance. They 13:19 know that's for them. And also, his 13:21 audience is predominantly male, which is 13:22 why we used a male body. And then, we 13:24 have Shawn in medical scrubs, which 13:26 subconsciously, within a single instance 13:27 proves authority because they know he's 13:29 a doctor. They make the connection 13:30 straight away. So, this is all 13:31 intentional. And he luckily also just 13:34 looks like he'd be a doctor. So, the 13:35 thumbnail makes the transformation 13:36 obvious, and then the title is what 13:38 qualifies the exact problem and promise. 13:41 A thumbnail can look good and still give 13:43 the right person no reason to click. And 13:46 so, what you want to do is there's free 13:48 tools that you can use for this, but you 13:49 can actually simulate what your 13:50 thumbnail will look like against other 13:52 videos that are being posted on YouTube 13:53 right now so that you can judge the 13:55 packaging beside the videos it will 13:56 actually compete against. Packaging is 13:58 so important to the degree which if 14:00 you're taking YouTube seriously, you 14:01 should literally ask your friends, you 14:02 should put your packaging up against 14:04 these other videos, and just ask them to 14:05 tell you honestly, like does it actually 14:07 stand out against these other videos? 14:08 Would you click on this cuz it's so 14:09 important. If you lose that 14:11 winner-take-all game of not getting 14:12 clicked on, then you cooked. So, Tessa 14:15 used a different proven format. She used 14:16 the if you don't understand X, you don't 14:18 understand Y. Y is the result that they 14:19 already want, and then X is the thing 14:21 that they did not realize was, you know, 14:24 stopping them basically, but they didn't 14:25 actually care about previously. And 14:26 that's where we got that idea from. So, 14:28 ask the question, do the title and 14:30 thumbnail give the right viewer a clear 14:32 reason to choose this video over all of 14:34 the others on their feed in a single 14:36 given instance? If it doesn't do that, 14:37 you need to revise your thumbnail. The 14:39 moment they click, this is getting into 14:40 the hook now, you've made them a 14:41 promise. And so, this is where we 14:43 actually get into making videos that 14:45 YouTube keeps on pushing. They click 14:47 because of this promise of how to lose 14:49 visceral fat so fast it feels like 14:50 cheating. And so, before they click, 14:52 they're thinking, you know, which video 14:53 should I watch? After they click, 14:55 they're thinking, should I keep watching 14:57 this one? So, the opening of the video 14:59 has to make them feel like they chose 15:01 the right video. Am I getting what I 15:02 clicked for? Can this person actually 15:04 deliver it? Is the rest worth my time? 15:06 Promise, proof, plan. That's what 15:08 answers all three of those questions. 15:10 Homozie uses this framework, but also 15:12 just logically this answers all of those 15:14 questions and keeps them watching. So, 15:16 first you want to reaffirm exactly what 15:18 they clicked for. This is the promise. 15:19 This is meeting the expectation the 15:21 moment they click so that they know that 15:23 you're planning on giving them what they 15:25 actually clicked for. So, they hang 15:26 around for a bit longer. The next thing 15:28 they're thinking is, why should I listen 15:29 to you on this given thing? So, you give 15:31 them the best possible reason to trust 15:33 you. This is the part that most people 15:34 miss out is they're going to be like, 15:35 I'm going to give you this thing and 15:36 then you don't tell them why they should 15:38 actually listen to them. And so, you 15:39 want to basically figure out what is 15:41 your unfair edge that you can say and 15:44 establish yourself as an authority 15:46 around that given topic more than 15:47 anybody else. You have to nail the 15:48 statement. I actually encourage you to 15:50 spend time nailing the statement so that 15:52 you can use it throughout every single 15:54 video. And then, you want to show them 15:56 where the video is going. So, this is 15:57 different from the promise because if 15:58 you're doing the full course video, for 16:00 example, you can say that you're going 16:01 to teach them everything they need to 16:02 know about Facebook ads. But, to 16:03 actually get them to mentally commit to 16:05 watching a 2-hour plus video, it has to 16:07 be crystal clear that they're really 16:09 going to get everything that they need 16:10 to know. Like, they need to have the 16:11 confidence that you're actually going to 16:12 give them everything. And so, the way 16:14 that you do this is, you know, this is 16:15 going to be the only Facebook ads video 16:16 that you ever need to watch. And the 16:17 reason why I'm qualified to tell you 16:19 this is because I spend $100 million on 16:21 Facebook ads every single month across 16:22 my clients like Tai Lopez. And in this 16:24 video, I'm going to be going through 16:25 absolutely everything. I'm going to be 16:26 telling you how to set up your 16:28 campaigns, how to actually navigate 16:30 around the ads manager, how to come up 16:31 with your creative strategy and find 16:33 winning proven ads. And then, you're 16:34 just listing through all these things to 16:35 where logically like, okay, this is 16:37 actually everything I need to know. 16:38 Expectation is met. I'm convinced that 16:40 they're actually going to give me that 16:41 thing. That is so important. Also, for 16:42 podcasts as well, this is why spoiler 16:44 intros are really important because you 16:46 have to like really make it clear in 16:48 their mind of what they're going to get 16:49 through that 1-hour 2-hour plus video. 16:51 It's also important for shorter videos 16:52 as well. Speaking on this in terms of 16:54 meeting expectations when they click on 16:56 the video. So, this is one of our 16:57 clients, Glenn Coco. Those top two 16:59 videos were the two videos before we 17:01 started with them. This one here got 2K 17:03 views, like that one there close has got 17:05 2K views, but that was actually because 17:06 of the video that popped off afterwards. 17:07 The other one got like 300 views. Most 17:09 of this came from external traffic 17:10 anyway. Terrible titles, terrible 17:11 thumbnails. Bottom one got 300,000 17:12 views. That was the first video made 17:13 $100,000 plus back in the first 30 days. 17:16 And they went from zero to a million 17:17 dollars in the first 6 months from 17:19 YouTube from the first 12 videos. So, 17:20 these videos work. Start from zero, get 17:22 the first sale, show the entire process. 17:23 That was basically the expectation that 17:26 was set in this one. Speed running cold 17:27 calls from zero dollars to first sale, 17:28 brackets I show everything, right? And 17:29 this is very raw thumbnail. Gives this 17:31 feeling that he is really going to show 17:32 everything cuz he's just going to like 17:34 posted this video completely raw. And 17:35 so, we have to meet this expectation. If 17:37 it was a polished 50-minute summary 17:39 video, that would not have satisfied the 17:41 viewers' expectation. And if I had like 17:43 all these fancy edits and so on they 17:45 would have been like, wait, what? What 17:46 the is this? This is not what I 17:47 clicked for. And so, editing can remove 17:49 friction from the process, but it cannot 17:51 rescue a weak idea or empty video. The 17:54 goal of every video is viewer 17:56 satisfaction, not retention, you know, 17:58 none of this not click-through 17:59 rate. That doesn't matter. They're 18:01 noisy metrics. The thing you're 18:02 optimizing for is viewer satisfaction, 18:04 which is simply based on what the viewer 18:06 has actually clicked for and their 18:07 expectation coming into this. What is 18:09 the best possible video that I can make, 18:11 and how can I blow their expectations 18:12 away? Cuz what a lot of people do is 18:15 they'll set this expectation, they'll 18:16 not meet it to its fullest because of 18:17 the reasons that I just mentioned in 18:19 terms of not meeting them at the right 18:20 awareness level and making a video that 18:22 they didn't actually promise, and then 18:23 it under-delivers, the videos don't 18:24 perform. Instead, you want to set the 18:25 expectation in the title and thumbnail, 18:27 and you want to blow past that 18:28 expectation in accordance with the 18:30 expectation that you actually set. So, 18:32 if viewer satisfaction is the goal, 18:33 right people click, they watch, and they 18:35 feel satisfied, and then YouTube tests 18:36 it with more people like them. That's 18:37 the loop that they go through, and 18:38 that's why viewer satisfaction is so 18:40 important. If the right viewers click on 18:42 the video because the title and 18:43 thumbnail are positioned correctly, and 18:45 on average, the right viewers are also 18:47 very satisfied, and hopefully more 18:49 satisfied with the experience of 18:51 watching your video than your 18:52 competitions, YouTube's going to look at 18:54 that and be like, holy this 18:56 audience likes this video the most. 18:58 Let's push it to more of the people who 19:01 are this audience. And this audience is 19:02 your target market. And it goes through 19:04 that flywheel. This is why it's a 19:05 winner-take-all platform. If your video 19:07 gets clicked on more than your 19:08 competitions, and they watch it and are 19:10 satisfied with it more than your 19:11 competitions, that video is going to 19:13 become the staple for your target market 19:15 on the YouTube home feed and in YouTube 19:16 search. This is what makes YouTube a 19:18 winner-take-all platform. The video that 19:19 wins on the click and the watch can take 19:22 most of the attention. This is where we 19:23 get into turning the right viewers into 19:25 customers. So, at this point, you kind 19:27 of know how to do the research process 19:30 to figure out what your target market 19:31 actually demands topic-wise. Then, you 19:33 apply that same research process in 19:35 order to find what's working on YouTube 19:37 in the terms of title formats, thumbnail 19:38 formats as well, even video structures, 19:41 right? Certain videos have certain 19:42 distinct structures that are also 19:44 working. So, you find all this 19:45 information of what's working across 19:47 YouTube right now, and then you look at 19:48 your niche and you're like, "Nobody's 19:49 doing this in my niche." This is often 19:51 the case because most people in 19:52 business-related niches suck at YouTube, 19:54 and that's why our clients win so 19:56 consistently. And so, at that point, you 19:57 know how to make the video right, and 19:59 also you know how to hook them in, and 20:01 viewer satisfaction, that's the goal. 20:02 So, now you should be able to make a 20:04 good video, and now it's about actually 20:05 converting those. So, views are cool, 20:07 but views alone do not grow your 20:08 business. And so, the next job is 20:10 turning the right viewers into 20:11 customers, and this is where most call 20:13 to actions it up. Value, value, 20:16 value, run and pitch. That's how people 20:18 do it, right? They're giving so much 20:19 value, and then it's like, "And by the 20:20 way, if you want us to run your ads for 20:22 you, you can click the link in the 20:23 description, and we'll do this and that 20:25 and this and that." Or, "And by the way, 20:26 if you want to join my free newsletter, 20:28 which nobody gives a about, then 20:29 sign up." And then nobody does it, and 20:31 then the video flops. The action should 20:33 feel like it's the most useful next 20:35 step. This is where we turn call to 20:36 actions instead of being a take, instead 20:39 a give, and the viewer is like thanking 20:41 you for it. And even if they know it's a 20:43 call to action, they don't give a 20:44 Watch me sell a service in 10 hours. 20:45 This is a video we made for our client 20:47 Instantly AI, made hundreds of thousands 20:48 of dollars. In this video, the whole 20:50 thing was like, "We're going to create 20:51 this business and offer from scratch, 20:53 and then we're going to sell it within 20:54 10 hours." And so, the business existed, 20:56 we created that, and now it needed a 20:58 client, right? This is the part of the 20:59 video that we're at. But the challenge, 21:00 we only gave us 10 hours, and content 21:02 couldn't distribute fast enough, and ads 21:05 needed more time and money to learn. 21:07 Cold email though, we could create a 21:08 conversation immediately. We could send 21:10 thousands of emails today and if we send 21:12 enough through pure mathematics, we 21:13 could reach enough people and have 21:15 enough people be interested based on 21:16 like the industry standards of response 21:19 rate and all these things in order to 21:20 get boost calls and then close a deal if 21:22 we just run the numbers. The problem was 21:23 is that normal domains still needed time 21:26 to warm up. If you know cold email, it 21:27 takes 2 weeks to warm up your domains. 21:29 But, Instantly's pre-warmed domains 21:32 remove the exact constraint. The funny 21:34 thing is with this video is Instantly 21:36 came to me and they were like, "We just 21:37 launched this new feature, pre-warmed 21:38 domains, and we need to make a video, a 21:40 feature video is what they said, 21:42 launching this feature." And I was like, 21:43 "We're not doing that. That'll burn the 21:45 channel. Let me try to figure out a 21:46 video in which we can package this in." 21:47 So, this video idea that ended up just 21:49 being a viral YouTube video that 21:51 everybody loves came from them wanting 21:53 to make a video that just promoted the 21:55 feature. And so, people literally called 21:57 this the best advertisement of all time, 21:59 right? Wow, did not realize I was 22:00 watching that until 14:49. Well done. 22:02 360 likes on that comment. This video 22:04 was well done. Clearly, this was an ad 22:06 going to be yourself, but I didn't 22:07 realize that's what it was going to be 22:08 until the product cropped up. Well said, 22:10 Hook, my friend. I've never ever seen 22:12 hundreds of people compliment the fact 22:14 that the video is an ad and it do 22:15 organically well. The question you want 22:17 to ask when promoting your thing, 22:18 whether it be a software, whether it be 22:20 your service, is would an unbiased 22:22 expert still include it because it makes 22:24 the video more useful. People make 22:25 videos all the time that promote 22:27 softwares and products. They do it all 22:29 the time and the video never suffers 22:31 because of it because it's the energy 22:32 behind the way in which it's done and 22:34 it's the way which it's communicated. 22:35 Like, I will promote YouTube tools and 22:38 extensions that I don't use all these 22:40 public YouTube tools. I use the free 22:41 extensions for some things, but like 22:42 I'll position their products because I 22:44 actually use it. And so, it comes across 22:46 in a way where it's never going to nerf 22:47 the video and stop it from succeeding 22:48 because like I was just going to mention 22:49 it anyway. So, that's the question you 22:51 should ask. And if the answer is no, 22:52 then you don't force it in, simple as 22:54 that. Now, sometimes the offer cannot 22:56 naturally become the tool. So, if you're 22:57 selling a service or a coaching program, 22:59 there's nothing you can really do there 23:00 cuz it's not you can't position a 23:01 product cuz the product's like your 23:03 service. And so, the way that you do 23:04 this is you extend the lesson with 23:06 something that the viewer can use. And 23:08 so, you kind of like create the product 23:10 for the viewer that is that natural 23:12 embed in the video. So, for example, 23:14 Sam, he teaches people how to make 23:16 better ads, Facebook ads. And so, one of 23:18 the videos we made was this one here, 23:20 the best Facebook ads strategy for 2026. 23:22 They understood the strategy that we 23:24 gave them. And what they needed and what 23:26 they wanted next was proven ads to 23:27 study. Because they knew the strategy, 23:29 but it's like, "Okay, like part of the 23:30 strategy is finding winning ads and da 23:32 da da da da. How do I actually do that?" 23:33 And so, we just gave them our creative 23:34 library that we kept continuously up to 23:35 date, almost like a little mini SaaS, 23:37 really, and completely for free. And 23:39 that was just a lead magnet. It was an 23:40 opt-in. But the viewer wanted it so bad, 23:42 they literally clicked on the video for 23:43 ad creative strategy. Who the is 23:44 not going to get an ad creative library 23:46 when that is what they want if they're a 23:47 serious viewer. And then, they opt in, 23:49 it redirects them into the funnel. If 23:50 they don't buy, we've got their email, 23:52 we hammer them with emails, they buy 23:53 eventually. The viewer gets something 23:54 useful, and the opt-in is what moves 23:56 them into the funnel. The video does not 23:58 have to make the whole sale, it just has 24:00 to make the next useful step obvious. 24:02 There's another guy, I don't know if you 24:03 know Ryan Dice, but I actually fell into 24:05 this trap or ecosystem. He like helps 24:08 businesses scale through systems. And he 24:09 started his YouTube channel and started 24:11 taking it seriously. One of his first 24:12 videos was how I run a $10 million plus 24:15 per year business with only 1 hour per 24:16 week. And it was basically talking about 24:18 the concept of having a company 24:19 scorecard, where you have your KPIs and 24:21 you have owners for those KPIs and you 24:22 track it weekly. And that's what he was 24:24 going to in the video. And the lead 24:26 magnet was simply just the Google Sheets 24:28 scorecard. And I fell in the funnel and 24:30 I paid him like 16K. So, there you go. 24:32 It works. Step five, use the data to 24:33 know what to double down on. So, once a 24:36 video is live, it becomes evidence for 24:38 what you should make next, good or bad, 24:40 whether you should double down on it or 24:41 whether you shouldn't. And so, this is 24:43 the first video that we made for Gary V 24:45 quite recently. As I said, his channel 24:46 was averaging like 10,000, 20,000 views 24:48 a video. He was having like AI generated 24:49 thumbnails and stuff. And so, this is 24:51 the first video we made for him, got 24:52 300,000 views. So, already it was like 24:54 10, 20Xing his average views. And so, 24:56 once we did that, first video that we 24:58 did for Gary got 10x his previous 24:59 average. This was a proven format on 25:01 YouTube, which was the new rules of this 25:02 thing. Neil Patel did it for new rules 25:03 of SEO, it was done in new rules of 25:05 YouTube, we did it for LinkedIn, new 25:06 rules of LinkedIn, got like 70k views in 25:08 the LinkedIn niche. And then from that, 25:10 we were like, gap in the market, hasn't 25:12 been done for social media, but it's 25:13 been proven for other social media 25:15 niches, but nobody's done it for broad 25:16 social media, and Gary Vee is the social 25:18 media guy. So we did it for him. He did 25:19 own the social media space, right? That 25:21 was his whole thing, and he called it 25:23 very early, so he was a perfect guy to 25:24 do this for. And the video matched what 25:26 the audience wanted from him, because 25:27 that was what his audience was based 25:28 around. And so we doubled down on this 25:30 with brutally honest advice about social 25:32 media in 7 minutes, which was another 25:34 format that worked very well. We did 25:35 brutally honest advice about web design 25:37 in 7 minutes, which got 230,000 views, 25:39 and that obviously worked in other 25:40 niches. We got that idea from somebody 25:41 else as well. And it just kept working. 25:43 If I saw social media in 2026, I'd do 25:45 this. This one was actually not 25:46 performing as well as the others, but it 25:48 was still like a 10x plus outlier on his 25:50 channel. The next question was not how 25:51 to make the same video again, right? All 25:52 these videos are social media related. 25:54 It was what was the reason why the video 25:56 actually worked? Cool, social media was 25:58 the topic, we used these proven formats 26:01 to package it, but like, why did this 26:02 keep working for Gary? And so basically, 26:04 what we identified that we hadn't 26:06 properly leaned into yet was, yes, 26:07 Gary's great at social media, which is 26:09 why these videos worked, but we hadn't 26:10 even really leaned into the fact that 26:12 this Gary's basically been talking about 26:13 this shift from social media to interest 26:15 media recently. We saw it was resonating 26:17 really well on short-form content with 26:19 his audience. So this is where you're 26:20 even looking at the data outside of 26:22 YouTube, of just what's macro trending. 26:24 And so we saw something like, we're not 26:25 in social media anymore, we're in 26:26 interest media, right? And people love 26:28 that So we wanted to make a video 26:30 centered around that whole narrative, 26:32 and we needed to find the best way to 26:33 package it. I invented this format on 26:35 YouTube based off of these formats like 26:37 the new rules of, or this thing has 26:39 changed, but nobody even realizes. 26:41 There's all these formats that are like 26:42 shift-related formats, and I just tried 26:44 to think of like, what is a way that I 26:46 can make my own one of these formats and 26:47 be first to market with it, while still 26:49 copying the same underlying psychology 26:51 as to why these formats worked, which 26:53 are these shift videos. And I I landed 26:55 on this the new era of this thing has 26:57 just begun. I first actually did this 26:59 with a client, Tommy Clark, who's in the 27:01 LinkedIn niche, and that was an outlier 27:03 for him, did quite well. Obviously, 27:04 LinkedIn niche is a small niche. I think 27:05 he got like 20,000 30,000 views, so 27:07 nothing crazy, but lots of customers. 27:08 And then somebody took it to the startup 27:10 niche. It was like the new era of 27:11 startups or funding has just begun or 27:13 something like that. Startup funding or 27:14 startups has just begun. That got 27:15 hundreds of thousands of views. And then 27:17 everybody started copying it. Again, how 27:18 do we do it on social media? The new era 27:20 of match the interest media. That's 27:22 where we basically did this next video. 27:23 The subject was already working. Gary's 27:25 new thesis of interest media. And a 27:27 format that gave it urgency, and that's 27:28 where we made this video recently, which 27:29 is actually at over 400,000 views now. 27:31 This was recently posted, by the way, so 27:33 it shows that this is very much being 27:34 used in real time. It's probably going 27:35 to hit 500k views very soon. Previously, 27:37 it was averaging like 10k views. And the 27:39 thumbnail format, though, we took from 27:41 another shift's format, which was this 27:43 thing is about to change forever and 27:45 nobody even realizes, which was 27:46 originally done by Callaway with social 27:48 media is about to change forever and 27:49 nobody even realizes. So, we took that 27:50 the mail format and did it in this way, 27:53 but combined it with our new title 27:54 format and kind of like combined them. 27:56 Doubling down means preserving why it 27:58 worked, and then finding a genuinely new 28:00 or better way to use the same signal. 28:03 And in that case, you saw it did better 28:04 than all of the other videos, right? It 28:06 was like the fourth time we did it, but 28:07 that one is now doing better. And now, 28:09 you know, we'll continue to get more and 28:10 more and more better ones cuz we're 28:11 finding what's working and finding our 28:13 pockets in the niche. Views, leads, 28:15 qualified calls, customers, revenue, 28:17 that's the funnel. Every upload should 28:19 make the next decision better, right? 28:21 So, every time you upload, you want to 28:22 basically diagnose the funnel. If you've 28:24 got proper tracking set up, you'll be 28:26 able to see how many views you're 28:27 getting, how many leads you're getting, 28:28 how many qualified calls you're getting, 28:29 how many customers you're getting, how 28:29 many revenue you're getting. You've got 28:30 to be able to have that data so that 28:31 after every upload and after a set of 28:33 uploads, after a month of doing YouTube, 28:35 you're able to look back and identify 28:38 where the bottleneck is. Run a 28:39 bottleneck analysis and figure out was 28:41 it the fact I didn't get enough traffic 28:42 in the first place. Was it the fact that 28:44 from the number of views that I did get 28:45 in the traffic that I did get, I didn't 28:47 convert many of those views and 28:48 therefore either I gave a poor call to 28:50 action that might have turned views 28:51 away, I might have gave it too hard or I 28:53 didn't give a call to action at all or 28:55 my funnel just sucks. And then you see 28:57 you're basically diagnosing where the 28:58 drop-off happened so that you can fix 29:01 that, iterate through that cycle and you 29:03 know you just iterate through this tight 29:04 feedback loop to be able to optimize 29:06 your YouTube funnel. A few quick things 29:08 as well to quickly fire off just like 29:09 some spit some facts. Your highest 29:11 viewed video can be one of your least 29:12 valuable, right? Because an off-topic 29:15 hit can attract thousands of people who 29:16 ignore every video that you publish 29:17 next. You actually want to be very 29:18 careful about this because one thing 29:20 that you don't want to do is make videos 29:22 that are like individual campaigns that 29:24 attract different audiences to your 29:26 channel where if you attract a viewer 29:27 through one video but they don't 29:29 resonate with the other videos that 29:30 you're making, it can actually really 29:32 hurt your channel especially as it 29:33 grows. This is what a lot of YouTube 29:35 channels do wrong. Like big channels, 29:37 they'll be popping and then their views 29:38 go low and it's because they're making 29:40 all these random videos that they're all 29:41 interested in but there's not one 29:43 underlying viewer that's interested in 29:44 all of them. And so obviously that shows 29:46 low viewer satisfaction across videos 29:48 and it kind of tanks your videos. So you 29:49 want to be very careful. Your YouTube 29:51 channel is one overall campaign if you 29:53 think of it in the sense of ads. The 29:54 videos are individual campaigns. One 29:56 viral video might be a clue when you're 29:57 doing research but you still need 29:59 repeated evidence before you build 30:01 around it. You need to see enough data 30:03 to understand what was the reason why 30:04 these videos succeeded because a lot of 30:05 people will just see an outlier video 30:07 and be like, "Oh cool title. Let me just 30:09 take it." But they might have missed the 30:10 100 plus other videos that used that 30:12 same format that failed. When you find a 30:13 viral video, cool that's signal but you 30:15 need to do more diligence to actually 30:17 figure out if this is something to take. 30:19 A result can have more than one cause. 30:20 So when you're finding videos that have 30:22 performed outstandingly well and you're 30:24 thinking of taking the title, spend more 30:26 time to understand why did that video 30:27 actually work. For example, there's a 30:28 format which is I have this much amount 30:30 of experience and learned this. So for 30:32 example, I made 300 YouTube videos and 30:33 learned this. I sent 10 million cold 30:35 emails and learned this. I made 5000 30:36 cold calls and learned this. That is a 30:37 format that works on YouTube and those 30:39 two latter videos that I mentioned are 30:41 videos that we did because of the format 30:43 that I made three YouTube videos to 30:44 learn this. That video got 500,000 30:45 views. When we took that format, the 30:47 title was cool, but one of the biggest 30:48 parts as to why it succeeded was the 30:50 execution format, which was that there 30:51 was 20 to 40 points in the given video. 30:54 If we had not taken the 20 to 40 points 30:56 that was from that structure, and we 30:58 just copied the title, the video could 30:59 have flopped. And so, it's important to 31:01 consider not just the title, but the 31:02 thumbnail, the video structure, the way 31:04 in which the video is delivered. Do they 31:05 use a whiteboard? Is it a raw video? Do 31:07 they have some sort of unique execution 31:09 style that you take note of. Make sure 31:11 you find that out, because all of that 31:12 is signal and it helps you make better 31:13 decisions. A full script can make a 31:14 strong expert worse on camera as well. 31:16 You need to figure out which ideas 31:18 require exact wording and exact planning 31:20 versus a short structure with room to 31:22 think. You shouldn't be scripting out a 31:23 screen recording video. You shouldn't be 31:24 scripting out a challenge video. Talking 31:26 head videos that might tap into a bit 31:28 more of an entertainment audience, or 31:30 might require a bit more entertainment 31:32 and soothing of that part of the brain, 31:33 those usually require more scripting 31:35 out, because this is where you need to 31:36 like make sure the copy is tight and 31:38 retention matters more in those 31:40 instances, where you know, you have an 31:41 open loop and you transition between 31:43 points smoothly, so you don't have drops 31:44 off in retention, all that sort of 31:46 stuff. And what most editing gurus call 31:48 retention is just decoration, especially 31:50 for us in the room, because we target 31:52 more sophisticated audiences that care 31:54 less about this stuff. If a visual does 31:55 not clarify, prove, or help the viewer 31:57 follow the video and get the lesson and 31:59 actually have a better educational 32:00 experience, it's just movement and you 32:02 don't need it. Specificity always 32:04 charges you in reach. If you're going to 32:06 be specific, it's going to make you get 32:08 less views, but you should pay that 32:10 price when the right person feels more 32:13 understood. So, you should always go as 32:15 broad as you can and make an interesting 32:17 title and thumbnail and claim to the 32:19 market as you possibly can, as long as 32:21 you're not sacrificing resonance with 32:24 the core target market. So, what I mean 32:26 by that is you always want to go as 32:27 broad as possible, but if you start to 32:29 make a title and thumbnail that makes it 32:30 less clear to the actual true people 32:33 that you want that it's for them or not, 32:35 you shouldn't make that trade, because 32:37 then you're going to attract less of the 32:39 target market that you want. The viewer 32:41 satisfaction is going to be lower on 32:42 average with the average viewer, and 32:44 therefore the video is going to get 32:44 pushed less. But often times you do want 32:46 to think about how can I attract the 32:48 core target market in its full, whilst 32:50 also attracting that broader market 32:52 without sacrificing resonance with the 32:53 core target market. So for example, if 32:55 you don't understand insulin, you don't 32:56 understand fat loss, the people who are 32:57 interested in insulin, they're going to 32:59 click on that video cuz like holy 33:00 nobody's making videos about insulin and 33:01 fat loss. That's exactly what I wanted. 33:03 But also the broader market is 33:05 interested in the fat loss and the 33:06 insulin is the unique mechanisms they're 33:07 interested in it, too. If you only 33:08 research winners, you can prove any bad 33:10 idea. Don't just look at the positive 33:11 data for formats, because then you have 33:13 positivity bias. You have a bias towards 33:14 the positive data. You want to also look 33:16 at the negative examples as well and not 33:17 be blind to that. You need to full 33:19 holistic overview of, okay, if I'm going 33:21 to do this format, 80% of the videos 33:22 succeeded and they were all five to 10x 33:24 outliers. There were these few videos 33:25 that didn't succeed that used the 33:26 format, but two of them were pretty crap 33:28 videos, and the one of them, mhm, that's 33:30 just risk at the end of the day, but I'm 33:31 going to take that bet. You need the 33:32 full overview so that you can make the 33:34 best decision. Positive shows that idea 33:36 can work. Negative evidence shows when 33:38 and why it fails, so that you can 33:40 understand what pitfalls to avoid with 33:42 that specific format. I made 300 YouTube 33:44 videos and then this that format works 33:45 really well when people copy the 20 to 33:47 40 point structure. Oh, this video 33:49 didn't work with it, but they just did a 33:50 simple three to five point listical and 33:53 that was why it didn't succeed. So then 33:54 you can understand the rules of the 33:55 structure that you need to follow and 33:57 have those guardrails. Pre-published 33:58 research is still a hypothesis. The 34:00 market gets the final vote at the end of 34:02 the day. You can do as much due 34:03 diligence as you want on formats. And 34:05 that's what you need to do, but nothing 34:07 is guaranteed. You need to actually look 34:08 at the post performance and see how the 34:10 video does and then factor that in your 34:12 decision making next. Better decisions 34:14 need better information and better 34:15 interpretation. So if you're going to 34:17 make better decisions on what videos to 34:18 make, what titles and thumbnails to use, 34:19 how to structure the video, etc., etc., 34:22 everything downstream, what editing 34:23 style to use, the only way you get there 34:25 is through better information and better 34:27 interpretation of that information. Find 34:29 the information, do the YouTube 34:30 research, get the visibility, and learn 34:32 how to interpret that data properly so 34:34 you can actually transfer it to your 34:36 specific application correctly. And this 34:38 is a big reason why my clients win so 34:40 consistently, right? Like I've got over 34:41 100 YouTube channels, so I see across 34:44 these channels what gets clicked, what 34:45 gets watched, what creates the leads, 34:47 what becomes revenue because we have the 34:48 tracking. And it also allows me to have 34:50 a full internal YouTube research team to 34:52 where we're doing hundreds of hours of 34:53 YouTube research a week. I've got my own 34:54 internal AI tools around how I actually 34:56 research, which are literally running as 34:58 we speak on our AI systems back home. 35:00 And so, I'm able to continuously have 35:03 this visibility over what's working on 35:05 YouTube more than anybody else. So, when 35:07 I step into a niche, I just know what 35:09 works better than anybody else because I 35:11 have more visibility and I have more 35:12 information. More channels equals more 35:13 evidence, which makes better decisions, 35:15 better results, and then that in turn 35:16 gives me more evidence again cuz I get 35:17 more clients, and then it's just a 35:18 monopoly basically, and it's GG. You're 35:20 not going to compete. So, yeah, I'm not 35:21 starting blind when I enter a niche. The 35:23 person with the best information and the 35:24 ability to interpret it will make the 35:26 best decisions. And then those decisions 35:28 need to be executed properly each week. 35:30 So, once you've got the decisions lined 35:31 up, you don't want to them up, so 35:32 you need a competent editor, you need 35:34 competent people to actually execute 35:35 those decisions. And that is how you 35:36 become the number one YouTube channel in 35:38 your niche. 35:39 >> [applause] 35:44 [applause]