§ 01 · The Hook
The bait, then the rug-pull.
The bold claim arrives before the first breath: $12.5M in revenue directly attributed to a YouTube channel where most videos never crack 1,000 views. What follows is a methodical dismantling of every assumption most business owners carry into their YouTube strategy.
Where the time goes.
00:00 – 04:30
01 · The Wrong Outcome Problem
Three mistakes business owners make on YouTube; the entrepreneur vs. content creator split; the goal is to be hired, not admired.
04:30 – 12:40
02 · Step 1: Content Prism
Four content buckets derived from sales call transcripts; why copying competitor topics produces wrong output; practical topic examples across fitness, agency, and coaching niches.
12:40 – 23:55
03 · Step 2: Packaging
Title formula (65 chars, pattern interrupt, proof anchor, first-person); thumbnail formula (pattern interrupt visually, expressive face, 5 words max); CTR thresholds; live thumbnail-swap case study.
23:55 – 33:00
04 · Step 3: Strategic Video Types
Browse (60%), Suggested (25%), Search (15%); when to use each; format data from 48 videos; posting frequency data.
33:00 – 40:00
05 · Step 4: No Pitch Pitch
Why YouTube converts better than any other platform (7-hour rule); five in-video conversion moves; CTA placement data; YouTube as middle-of-funnel for paid ads.
40:00 – 42:36
06 · System Recap + CTA
Four-step summary; posting frequency recap; revenue system diagnostic offer.
Visual structure at a glance.
Named ideas worth stealing.
05:07
model
Content Prism
- Before Problems
- During Problems
- Shared Struggles
- Credibility Proof
Four content buckets, each mapped to a buyer awareness stage, sourced from sales call transcripts rather than competitor research.
Steal for Any service business deciding what YouTube topics to create
01:40
concept
Entrepreneur vs. Content Creator
Two archetypes: the Entrepreneur makes content for people who have the problem and the money; the Content Creator makes content for people who want to emulate them.
Steal for Positioning the purpose of a business YouTube channel
23:55
model
Browse / Suggested / Search allocation
- 60% Browse
- 25% Suggested
- 15% Search
Traffic source strategy for a business channel optimized for booked calls, not general viewership.
Steal for Planning a YouTube content calendar for a service business
36:15
list
No Pitch Pitch (Five Moves)
- Hook + authority in first 15 seconds
- Pain clarity in their own words
- Unique mechanism or reframe
- Proof (data, case study, or live demo)
- Natural next step (not a hard sell)
In-video conversion sequence that moves viewers toward booking a call without triggering sales resistance.
Steal for Structuring any long-form educational YouTube video with a service offer
38:27
model
CTA Three-Part Placement
- Early CTA: first 90 seconds
- Organic mention: mid-video when referencing client result
- Full pitch: end of video for highest-intent viewers
Data-tested CTA placement that increased booked calls with negligible drop in retention.
Steal for Structuring call-to-action timing in any long-form content
Lines you could clip.
03:59
"The goal is not to be admired. The goal is to be hired."
17:27
"You do not earn views with good content. You earn views with good packaging. And then you keep them with good content."
29:34
"Every Instagram post you make today is gone by Thursday. YouTube videos I made in 2021 still generate 2,000 to 3,000 views every single day."
33:31
"A B-minus video published every week beats an A-plus video sitting in your drafts forever."
05:43
"Just because somebody is making these videos and getting a lot of views from it does not mean they are getting a lot of clients from it."
Things they pointed at.
01:09channelAlex Hormozi small vs large channel comparison (unnamed)
34:23linkGoogle 7-hour brand exposure study
How they asked for the click.
38:27
product
"Go down below and book a free revenue system diagnostic with me or my team."
Soft sell framed as a free audit with no obligation. Demonstrated three times per the framework being taught: at 90 seconds, organically mid-video, and as a full 45-second pitch at the end.
Word for word.
HOOK opening / re-engagementCTA the pitch
00:00HOOKThis is the most valuable YouTube training for business owners that you'll ever watch. And for context, I have generated over $12,500,000 directly attributed to my small YouTube channel.
00:10HOOKAnd for this video, I've analyzed over 1,400 YouTube videos, 400 of mine as well as a thousand of my clients' videos in order to figure out what's working and what's not in order to generate money from your YouTube. Now let me get this out of the way.
00:26HOOKThe number one reason why I see business owners failing on YouTube is because they're optimizing for the wrong outcome. You see, a lot of times when I'm speaking to some of my clients when they first come to us, they say I'm posting a lot on YouTube, but I'm not making any money from it. And this is a problem because what happens when you do something a lot, you don't get the thing out of it that you want to, you eventually quit.
00:46HOOKAnd so I've really found three main mistakes that business owners are making when they first get started on YouTube. Number one, they're making content that entertains instead of content that builds trust with buyers. Number two, they're optimizing for views and subscribers instead of qualified book calls.
01:02And number three, they're skipping the four steps that actually move someone from a viewer to a client. And just for context, Al Tremozi recently came out with a video where he said that his smaller YouTube channel, the one that has, I think, like, 50,000 subscribers
01:15and every video gets a thousand to maybe 10,000 views, makes more money than his huge YouTube channel where he has millions of subscribers and videos with millions of views. So that should tell you right then and there.
01:27If you don't believe everything I'm gonna talk about in this presentation, that it actually just having more views doesn't necessarily mean that you're gonna get more clients out of it. And so here's what that looks like in actual practice.
01:37How do we solve this so that you're making a channel that generates clients? Well, I have seen there's really two types of YouTube channels.
01:45One is the one that's really great at building an audience, and the other is one that's really great at building clients or generating clients. And to be clear, a lot of people will be they'll they'll scoff at this, and they'll say, oh, well, if you build a big audience, then I'm gonna be able to generate clients from. Because that's what every big social media guru says.
02:02Oh, you know, build a huge audience and a certain percentage of them will turn into clients for you. And I'm here to tell you that that's just simply not the case. I even have very, very close friends of mine that have millions, 5,000,000, 6,000,000 subscribers and followers, and they don't make that much money every single month.
02:18And they're dependent on brand deals all the time in order to keep, uh, their income coming in. Where I know other people such as myself and some of our clients who literally get a couple of thousand views per video, and yet they're making millions of dollars per year from their YouTube channel. So there's really two types of business owners.
02:33The one is the entrepreneur. So this is the person that posts educational content that solves specific problems that their ICA has right now. So ICA is ideal client avatar.
02:43They build trust with people who already have problems and have money, so they have a smaller audience and dramatically higher revenue. This is who I'm trying to convince you to be today. Now the other one, this is what everybody else is trying to convince you to do, and this is what your ego wants you to be.
02:57This is the content creator. This is the lifestyle content. This is the cars, the house, the I made this much money videos.
03:04So you build a following with people who want to be you, not necessarily people who want to hire you. And sure, your channel will grow, but at the same time, you're gonna make almost no money. And another example of this is I have a good friend of mine.
03:17I'm not gonna say him by name, but he's very, very famous in the social media marketing space. And he has a huge following, millions of subscribers. And whenever I was talking to him in person one time, he said, I'm about to launch a YouTube video that's exactly like yours.
03:31Because although I have hundreds of thousands of views on my YouTube videos, the vast majority of them are kids under the age of 18 or they're living in India and they have no money. Right? So those are examples of people that want to be this person, not necessarily people that want to buy from this person.
03:47So, really, we want you to become the entrepreneur. Okay? And just to give you examples here,
03:52the content creator can have a 100,000 subscribers and get two booked calls a month. The entrepreneur can have 1,200 subscribers
03:59HOOKand get 20 booked calls a month. So the goal is not to be admired. The goal is to be hired.
04:04HOOKCTAOkay? So every video you post is a choice. Are you creating for the people who want to look like you or for the people that want to pay you?
04:11HOOKCTASo let's now talk about the actual system that turns your YouTube channel into a client generating machine. So number one, you're gonna have something we call the content prism. So you know exactly what topics to create, uh, and who's gonna reach when you create it.
04:24HOOKCTANumber two is gonna be packaging is greater than value. The title and thumbnail formula is gonna be the thing that makes people click and watch your video. Number three is gonna be strategic video types.
04:34CTAThere's browse, suggested, and search, and when to use each of them. And number four is going to be the no pitch pitch. How do you convert viewers into booked calls without a hard sell and losing equity with your audience?
04:46CTASo before we dive in, I just wanna cover this really quickly. If you want me and my team to audit your entire marketing and sales system for free, you can actually go down below and apply for a revenue system diagnostic where we're gonna look at all of your numbers and tell you what we think the biggest problem is, and then if it makes sense, how we would solve it if we ended up working together.
05:03CTAOkay? That being said, stay with me, and I'm gonna answer the questions you have in this video. So
05:08let's start with step one, the content prism. Most business owners don't have a posting problem. They have a topic problem.
05:14So this fixes it. So the real problem was not that you need better content. It's that you're building your content in the wrong order.
05:21This is what I see most people doing. Right? You have what I call the blind leading the blind.
05:26So most business owners will look at what competitors or similar creators are making. They'll copy those videos because they see that their competitors are getting a lot of views, and you hope that results will follow. The problem is you're, uh, optimizing for what gets views for someone else, not what generates clients for you.
05:41So wrong input, wrong output. I can't stress this enough. Just because somebody is making these videos and they're getting a lot of views from it does not mean that they're getting a lot of clients from it.
05:50Okay? I can't stress that enough. It's it's free to make a video.
05:54So just because people are making them, don't think that, oh, this must be giving them a lot of clients. So we don't we don't want to be modeling what's working in that sense. Number two, the other failure I see people do is they're optimizing reviews instead of clients in the sense that, oh, well, this topic's doing well on YouTube in general.
06:10Right? So they see, I don't know, um, the fifty eight seconds that's, uh, that'll change your life about this certain topic. So they see this.
06:17It's not their competitor. It's just a video that's doing well on YouTube. And they think, oh, well, let me make it.
06:22I'll make my version of it, and it'll get me a lot of clients. But high converting creators do the opposite. They start with what already is generating clients from them that they pull from their sales calls or direct messages or applications,
06:32and they package those topics to maximize views, which I'm gonna talk about here in a second. And then they create the content. So ironically enough,
06:40what the rights creators do, the contrapreneurs do, is they actually shoot the video absolutely last. They do all of the research beforehand to figure out how do I make something that's gonna actually generate clients, and then they actually film the content itself.
06:54Okay? So the content prism fixes failure one, and packaging fixes failure two. Together, they turn YouTube into predictable, uh, lead source instead of a guessing game.
07:02So let me show you what the content prism actually looks like. I think every business owner should roughly have about four buckets when they're creating contents, uh, for their business. Number one is gonna be before problems.
07:13So what is your ideal client avatar struggling with right now before they find a solution? So in fitness, it could be why can't I lose weight no matter what I try? Agencies could be why are my ads not converting?
07:23This is gonna be a really, really wide reach because you're essentially attacking what's known as problem aware people. So these people have the problem that you solve. So if you talk about that problem, you should attract those people.
07:34Number two is during problems. What challenges come up as soon as someone starts working towards the goal? So fitness is I'm working out, but progress is stalled.
07:42Agency could be I'm getting leads, but they're not closing. These signal expertise. So for example, let's say that you help somebody.
07:49You're an ads agency and you help roofers generate leads for, um, you know, their roofing company. Well, what could happen is you could create a video that says something like, here's five things you need to know when working with a roofer.
08:03And so they might not be at the stage of working with a roofer yet, but they might be thinking of hiring somebody. So they watch that video. And instead of working with that one person because you were so knowledgeable, they end up coming and working with you.
08:14So that's an example of, like, a during problem. And then shared struggles. So what did you face that your ideal client avatar faces right now?
08:22So most of our clients do 30 to $100,000 a month when they first come to us. And so I still remember what that feels like.
08:29And because of that, I can essentially create content that serves my former self. So these are shared struggles that build really deep trust. And then finally, it's credibility proof.
08:38So these are the ones that you're gonna know about. But what results, data, or achievements prove you deliver the transformation? So there's our client wins, revenue my milestones, behind the scenes breakdowns.
08:47These are case studies, things that let people know, okay. This person has done this over and over again. A great example of this is if you go down below this video, you'll see we have a playlist called the constraint call series where I get on a call with business owners, identify the biggest constraint, and then I help them solve it, uh, right there on the call.
09:03So this proves that I know what I'm talking about, and it also shows people that if they did book a call to speak with me and my team, at the very worst case scenario, they'd get an incredibly valuable call where we can identify the biggest bottleneck inside their business. So that is proof that I know what I'm talking about when I say go down below and book a call to speak with us.
09:20So a lot of people say, okay. But how do I come up with these before problems, during problems, shared struggles, and credibility proof?
09:26Well, my always highest recommendation is pull your last 20 sales call recordings and figure out what's coming up all the time. Right?
09:33Uh, the before or during problem. Every time a client said that they were, uh, where they were at, um, before they were working with you, that's a shared struggle. And then what you want is, like, two to four topics that you're constantly creating content around that your audience resonates with.
09:47Okay? So sales call transcripts are always the best way for this content prism to work because you gotta think, the whatever you're doing right now in your YouTube videos, in your ads, in your cold emails, the you did something that convinced this person to get on a sales call with you where you're making a pitch to them.
10:02So these are, in a lot of ways, gonna be your ideal people that you want to attract from these YouTube videos. So we wanna figure out what are they always talking about, and then we wanna put those in our YouTube videos. Okay?
10:13And that's what I'm talking about when I'm saying backwards to forwards. So what does this look like in practice? So the fitness coach before stuff could be like, why nothing you've ever tried has worked to lose weight.
10:23During would be what to do when progress stalls at week four. A shared struggle would be like, how I stayed in shape while traveling for twenty hours a month or twenty days a month. And proof would be like, this client lost 40 pound in twelve weeks.
10:34This is the full breakdown. A men's coach should say why high earners feel completely empty. Their during would be the identity shift most people quit before.
10:42Their shared would be the year I made 2,000,000 and felt absolutely nothing. The proof would be how twelve weeks changed this client's entire life. An agency owner, the before would be why your ads aren't converting in 2026.
10:54The during would be how to scale past a $100,000 a month without hiring more. The shared would be, I almost shut down my agency in 2023, and the proof would be our $4,000,000 ad spend breakdown, what works.
11:05And finally, a business coach, uh, the before could be why you're stuck at $150,000 a month. The during could be what to systemize after you hit a $100,000 a month.
11:13The share would be the week I almost quit everything I built, and the proof would be the Google Sheet I used to build a $25,000,000 company. Right?
11:20So you can see here, you can get dozens of topics and ideas, um, that you're gonna create from these four buckets. Now I will just address something that a lot of people ask me whenever I walk through them, uh, this with them.
11:33Well, aren't I gonna be repeating a lot of the same stuff over and over again? And the truth is you absolutely will be. Okay?
11:39But your audience, um, is not gonna get tired of your messaging. You're gonna get tired of your messaging way faster than your audience is. Okay?
11:46If you look at my 400 plus videos, I have pretty much talked about the same four to six things for the past five years over and over and over and over again. And, honestly, I'm kind of tired of talking about it, but I know that my audience isn't tired of hearing it because we're still generating calls and sales from this all the time.
12:02Right? So just remember that you're always gonna get tired of it before your audience does. And that's also why, you know, not as a side note here, whenever I'm talking to people and they're like, hey.
12:11I run this agency for real estate, but I'm really passionate about fitness. Like, I wanna build a brand. What should I do?
12:17I almost always try to say, well, what's your end goal? If it's to make a lot of money really quickly, probably just to scale the agency. If it's to build something you wanna build for a long time, um, that has a lot of value, it's probably gonna have to be a transition at some point because I can talk about this stuff every day.
12:31I can get on these free coaching calls called constraint calls on YouTube and film them every day because I love this. I love talking about it. And because of that, I can create content about it forever even if it's repetitive.
12:41So now that we know what type of content to create, now let's go over into step two, which is packaging is more important than value. Right?
12:50So you have topics pulled directly from client conversations, but now the question is how do you get the maximum amount of views on them? So packaging is the lever that we're gonna use in order to do that.
13:01So the way that I like to explain packaging is that right topics gets you in the room. So by talking about those things that we talked about in the last section,
13:09you're gonna get in the room with the right people. So instead of talking about here's this lifestyle thing and you get this kid that's 15 years old who's not gonna buy your stuff, you can talk about, hey. Here's this advanced thing that only my client is gonna enjoy.
13:20So you're getting the right people in the room. But packaging determines how many people are in the room when you're making that presentation.
13:27So what does packaging actually mean? Okay. Well, since you already know the topic, you just need to make it so that you create something that's irresistible
13:35for somebody else to click. And this in YouTube is the title and the thumbnail. This gets tested by YouTube against real users before anyone sees the video itself.
13:44So you're having, let's say, just for an example, you know, 1% click through rate, which is horrendous, but I'm not great at math. So if you have a 100 impressions, YouTube shows this to a 100 different people, A 1% click through rate means only one person's actually gonna watch the video. So you wanna increase that.
13:59So if a 100 people see this video, the opportunity to click on this video, you get five people instead of one people to click on it. So it's a huge leverage point for you, and it's something that I think a lot of people sleep on. Okay?
14:11Packaging is the thing that took me from making videos that get sub 100 views, sub 500 views to videos that get 5,000, 10,000, 50,000, a 100,000. I have videos that have over 500,000 views.
14:22Right? Because I kinda figured out how this packaging game works. Okay?
14:26And these are not hard and fast rules. But in general, I've noticed that a click through rate below 4%, YouTube will stop distributing that because, uh, I'll explain why, but YouTube doesn't think it's worth their time.
14:35And above 6%, YouTube pushes it automatically. So the decision happens in under a second on the algorithm. You're not getting to be able to control it.
14:43Now a lot of people wonder why would the click through rate below 4% mean that YouTube's going to, um, stop pushing it. I always like to explain things in a first principles basis. So YouTube, what is YouTube trying to do?
14:55YouTube is trying to create a experience for the viewers that's so enjoyable that they stay on it for hours, and they consume their, uh, videos that people watch ads of that YouTube gets paid from. Right?
15:06That's that's what YouTube is. They're a business. That's the bottom game.
15:09They're not here to help you. They're here to make money. So if YouTube has an option of showing one video that has a click through rate of 1% or this video that has a click through rate of 8%,
15:19one do you think it's gonna show? It's probably gonna show the eight percent one because it knows that there's a higher chance someone's gonna click on it, watch it, and they're gonna get paid. So every 1% video that they're showing is an opportunity cost for YouTube where they're not gonna make any money.
15:33So that's why eventually you'll see if you have a low click through rate, your views kind of taper off a little bit because YouTube is like, I'm not gonna show this video to anybody else. I'm losing money every single time I show it. To to drive the point home, it would be, as an example,
15:46um, you have an unlimited amount of clients that you can work with. You can either work with clients that pay you $10,000, or you can work with clients that pay you a $100.
15:54It's the same amount of work. Which one would you do? Obviously, you do the $10,000
15:58clients every single time. Right? So that's what YouTube is thinking of as well.
16:01And just to kinda really drive this home of how powerful packaging is, this is actually my last video that I did on YouTube. And I launched the video, and because I've just studied YouTube for so long, I noticed that it was being pushed in the algorithm, and it kept on getting more impressions, but it would just flatline after that.
16:19And you can kinda see it's doing better than my average, but I could tell that the YouTube algorithm really wanted to break out and show it to a lot of other people. And so when I analyze the packaging, the title, and the thumbnail, realized the thing that I think was really holding me back was the thumbnail. I thought the thumbnail was really weak, especially when I view it it on dark mode on my computer.
16:36So what I did was I created a new thumbnail, and that circle right there is where I added the new thumbnail. And you can see almost immediately after I added the new thumbnail, it starts going up into the right, like a quadratic growth where bef right before that circle, it's almost a linear growth. Right?
16:51So it kinda goes like this, and then I add the thumbnail, and it goes like this. Okay? And that is the power of packaging because the truth is the content didn't change.
16:59This is the exact same video I had two seconds before that thumbnail change, and immediately, I started getting more views. And because the topic is about the stuff that I know that's gonna lead to more clients, which this one's about a funnel training, I know that leads to more client trust, then that one change that I just did, that packaging change, is probably gonna net, you know, 10 times the amount of content would have done otherwise.
17:19So that's a great example of how important packaging is on a video. Okay? So you don't earn views with good content.
17:26You earn views with good packaging, and then you keep them with good content. Okay?
17:31So let's talk about a little bit like some training around how to make good packaging. Well, we'll start with the title since packaging is title and thumbnails. So title,
17:39you need to have 65 characters max. Why 65 characters? After 65 characters, it gets truncated,
17:45which means that you don't see any words past that, especially on mobile when you have a tiny little screen. So you can have more than 65 characters, but just know that the majority of people are never gonna see what's past that. So you really want the meat and the potatoes or the entire thing to be in 65 characters or less, and you always wanna pattern interrupt first.
18:01Right? You want somebody to read it to be like, woah. Let's it kinda breaks them out of the trance of when they're scrolling through YouTube and clicking.
18:07And as a quick side note here, YouTube is the only platform that's what is known as point and click, meaning that Instagram and TikTok and all these other freaking talks and tics, all of them, you just scroll on your phone, and it just feeds you it like a little dopamine rat that you are. Okay?
18:23YouTube, someone has to drag their little mouse and click on it and watch it. Okay? So because of that, you have to earn this click that you wouldn't have to anywhere.
18:32But also because of that, that's why I think viewers are more valuable on YouTube than any other platform. So number one, lead with a pattern interrupt. Counterintuitive,
18:40bold, or specific. So for example, one of my videos that have done well recently, I quit social media and my business grew faster. The goal is to stop the scroll before they read anything else.
18:49So because I'm saying this counterintuitive thing, I didn't do social media and I made more money. Everyone's like, wait, thought social media is for making more money. I was able to earn a lot of clicks, ended up making that video a breakout video for me.
19:01Number two, add a specific proof anchor. Numbers, timelines, or dollar amounts build trust immediately.
19:07So for example, $12,500,000 from YouTube beats how I made money from YouTube every single time. Specificity
19:13specificity equals believability. Number three, imply clear transformation.
19:18So the viewer should answer, what will I get in one second or less from reading the title? YouTube is now on easy mode for business owners, another breakout video for me. The transformation is implied immediately.
19:27Okay. YouTube's easy to do. I just need to figure out what the change was and how do I do it myself.
19:33First person beats second person. So how I went from zero to $25,000,000 outperforms how to go from zero to $25,000,000.
19:40First person feels real and earned. Second person feels like a template anyone can write, especially with AI today. Okay?
19:46So let me give you some examples, uh, of same topic but completely different results. So a week title would be like, how to get more clients using YouTube. It's generic.
19:55There's no proof anchor. No pattern interrupt. Sounds like every other video on the topic, and YouTube's not gonna push it.
20:00YouTube is now on easy mode for business owners. This got me 20,000 views in the first week. Pattern interrupts saying easy mode, specific audience call out, I said business owners, and counterintuitive.
20:10It it says that what is was hard is now easy, so I need to now, uh, learn what the change was. And that's why the algorithm put 83% of browse behind it, which I'll talk about what that means here in a little bit. Okay?
20:21Another example is asking millionaire business owners their number one lead gen strategy. So I'm borrowing, uh, credibility. So I'm I called up a bunch of my business owner friends, and I said, hey.
20:30What's the best way to generate clients? So I'm talking to business owners about a specific problem, lead gen strategy, and I'm saying that they're millionaire, so I'm adding that credibility inside of that.
20:40Okay? Now outside of title, you have thumbnail.
20:44And those are three seconds. You have a 120 pixels, and the entire test is essentially
20:49what this thumbnail does that makes them click. And the important thing, even though I did title first, is the thumbnail is always gonna be a thing that people see first. Right?
20:57It's it's the it takes up the most real estate. So when they're scrolling, they see the thumbnail, and then they're immediately gonna read the title, and then they're gonna click on the video. So this might even be more important than a title.
21:06So number one, you need a pattern interrupt visually. So you want high contrast, unexpected elements, or an expression that makes people stop.
21:13A bold diagram or infographic thumbnail consistently outperforms a talking head one for educational content. When I looked at all of my 415 videos, all the videos where I'm showing, like, a diagram or an iPad drawing or something like that, all outperformed any of, like, the special words or fancy before and afters that I had, which is always funny to me because those are the easiest ones to make.
21:32I just screenshot a part of the video, and I throw it up there. Right? So that's what's easy is now actually the best thing for YouTube, which I love for business owners.
21:41Number two, you want your face close and expressive. So faces consistently outperform text only thumbnails. So you wanna fill the frame when you can.
21:49So a small figure in the corner performs far west than a, uh, worse than a face taking up 40 to 60% of the image. So I see a lot of people making videos where they're like, this tiny little thing in the bottom left hand corner. You should be taking up at least the whole bottom quadrant if you can because what you're doing is you're building credibility and brand awareness with your face.
22:06The more people see your face, they immediately think, okay. That face equals value. That face equals I'm having my problem solved.
22:12Let me click on that face. And you want the expression of the face to match the promise. I I can't stand it when I see somebody that's like, the most insane thing I learned ever, and the person's face is like this.
22:22Right? It's really this. Right?
22:25It's that's that's how it is. Okay? I didn't know.
22:27You're gonna feel cheesy, and I get it, but you have to exaggerate. You have to exaggerate in the images or people aren't gonna understand it. It's the same reason why
22:37people on TV shows and movies and in new sets wear makeup because it helps exaggerate the features so people can watch it at home. Okay? Number three, five words or fewer of text.
22:48So if you have a 120 pixels on a phone, anything longer than five words is unacceptable. Okay? So the thumbnail should reinforce the title, not restate it.
22:56So if somebody sees the the thumbnail and it says the exact text in the title and then they click the they look at the title, it says the exact same thing. You're not really like it's not interesting enough.
23:08You're you're wasting space. Where if they for example, they look at my thumbnail where this is insane diagram of
23:16a sales funnel that people can understand immediately from the thumbnail, and they read down and says the most valuable funnel training you'll ever watch, those things complement each other. It's not that I just put my face and then I said the most valuable funnel training you're ever watch. Nobody's gonna click on that.
23:29Okay? So the title creates curiosity, and the thumbnail confirms its credibility.
23:33So they work as a system. So you wanna design them together, never separately. And the nice thing is that even if you upload it and it's not working out, you can change one of them after the first twenty four or forty eight hours, and the algorithm will adjust accordingly.
23:47So step number three is strategic video types. So not all videos serve the same purpose, and knowing which type to make and when is what separates channels that plateau from channels that compound. So let me just walk through the different video types and their purpose inside of it.
24:01Number one is gonna be browse. So these are algorithm pushed to cold audiences. You don't need any subscribers to make this happen, and this builds your brand the fastest.
24:09And this, I think, should be the majority of the videos that you create is trying to get caught in this browse algorithm. The second is going to be suggested. So this is gonna be placed next to your competitors and your own videos.
24:20And this is warm prequalified audience, and this should be about 25% of your output. So for example, right now, if you're watching this video, I'd say there's, like, an eight out of 10 chance
24:30that you see another one of my videos on the right hand side right here, and that is intentional. If that's the case, comments banana down below so that everybody that clicks on those videos, like, why is everybody commenting banana down below?
24:42And they have to watch the video to find out. But, um, comment banana down below if you do see, at least one of my videos on the right hand side.
24:49That's what's shown as suggested videos. And if you can do that correctly, there's a strategy behind it, then you get this binge watching experience that leads to more clients. The next is what's known as search.
24:59So this is keyword driven and very evergreen. So this keeps on getting views for years, and this is tutorials and how to formats. Now this is only 15%
25:08of your, uh, videos, and a lot of people are shocked about this. Like, wouldn't you wanna rank number one? The problem is a lot of how to videos are getting people that want a how to.
25:16How to use ClickUp? How to use Asana? I'm, like, number one in a lot of these things.
25:20But the problem is just because they wanna use ClickUp or Asana doesn't mean they're my ideal avatar. And it's hard to kinda show that I can they can pay me for this huge expertise system building when I'm just showing them, like, hey. Here's ClickUp, and here's how to you know, this this video that they could watch for free online.
25:35So it's it's it's a little bit ironic because a lot of other content creators tell you go search heavy. But if you look at all my videos, my number one videos are search in my early days because I didn't have somebody like me telling me the difference between the the benefits of search versus the benefits of browse. Okay?
25:49And if you're just starting on YouTube, 100% browser. Just go crazy on it for the first 20 to 50 videos so you can really start being promoted by the algorithm and getting, um, clients almost, uh, from zero. So
26:02let's go deeper on browse. So browse is where you can get the algorithm to push your videos to total strangers before you have a single subscriber. So what makes a video browse worthy?
26:12No prior context needed. So you don't wanna make a video where the packaging or the content of the video requires this person to have consumed previous content of yours. Counterintuitive or bold hook in the first fifteen seconds.
26:23Strong personal authority signal. So you are the reason that they click. So for example,
26:28um, a lot of times, it's it's more difficult to have a video be browse worthy if you don't have credibility in the title or in the video. So, like, if I was just starting out, I had no clients, I had no money, it'd be really hard to be in a browse thing because it's like, why should anybody listen to this? Where, let's say, I'm a fitness coach and I have never made a YouTube video, but I've been doing fitness training for the last twenty years.
26:51I could say something like, what I learned after coaching 10,000 fitness clients, and then it's this photo of me absolutely shredded on it.
26:59That's gonna have a personal authority signal. And this works as a complete standalone piece. So it's not part of a series.
27:04I don't have to watch different videos in order to have the context around it. Okay? So real examples of traffic source breakdowns.
27:10YouTube is now on easy mode for business owners, 83% browse. AskMillanier business owners, the number one lead gen source, 82% browse.
27:17The most valuable funnel training, 74% browse. Okay? So these are all individual things,
27:22um, that people can see and and and understand that this is gonna be the entire thing they need in one video without having additional context.
27:30Okay? So the counter the pattern across every top performing video, counterintuitive premise, a real story, and specific data. The algorithm rewards it because viewers finish watching the video.
27:39Okay? So like I said, 60% of your videos should at least be browse. Number, uh, the the second type of video, second and third is suggested and search.
27:48So these are people who are already looking in some form or the other for the topic of this video that you're creating. Okay?
27:55So suggested videos, um, is kind of your secret organic retargeting. So YouTube places your video next to competitor videos when topics overlap, so you're getting reach from competitors' audiences. So for example,
28:07this video right here about YouTube, somebody else might have made another video about, like, how to, um, how to title your YouTube video. So it's a short video how to title YouTube videos.
28:17Well, then if YouTube thinks that someone's gonna watch that video and then wanna see this full training because they know that they're a business owner, they'll put me in the top right of this. So I don't have to combat everybody else in the browse, the holy grail of YouTube and the on the front page of discovery. If I can just hijack this traffic from somebody else's video, then I can get these really quality buyers.
28:37YouTube also places your videos next to your own videos. So someone watches one and sees another one of yours immediately after, that's organic retargeting. I have that down to a science.
28:46Um, an example is the only blank that you'll ever need or stop doing blank, do this instead. So stop doing YouTube videos, do this instead would be a perfect suggested video for somebody watching YouTube videos. Okay?
28:57So I hope you understand how that works for suggested videos. And then for search videos, this is compound interest.
29:04Right? So you can have evergreen videos that you make in 2021 that's still booking calls in 2026. Now I always hear this, like, argument of Instagram versus YouTube.
29:14I'm gonna lay it to rest right now. Instagram peaks in forty eight hours, so you take time to make a Instagram reel. It's gone in forty eight hours.
29:21YouTube, I have YouTube videos that still generate two to 3,000 views every single day that I posted in 2021, 2022. Okay? So one hour of my time, five years ago, still generating us leads, calls, and clients today.
29:33Okay? So this is almost always how to do a specific thing in specific time frame, you know, how to use ClickUp, how to use Asana, the eight ways we use Zapier inside of my business.
29:43These are all very how to videos, but we wanna be careful not making this the majority of the stuff because like I said before, it can get clients, but the percentage of viewers to clients is way lower than it would be on browse videos or suggested videos. So, um, every search video you post today is still working for you in 2028.
29:58Every Instagram post you make today is gone by Thursday. K? So what the data actually shows.
30:04So this is after analyzing 48 of my most recent YouTube videos. And what I figured out was that the format of the video matters more than production. Meaning that I'm not necessarily so focused on, like, okay.
30:16Let me have the best camera, the best background, the best all this stuff. It is, uh, how I'm displaying the information in that video that actually determined more about whether this video is gonna generate clients. Once again, I'm not talking about views.
30:27I'm not talking about brand awareness. The videos that generated calls and clients for my company. So slide presentations like this one has the best click through rate and conversion rate from viewer to clients.
30:38This is hands down. It wasn't even close. These presentations like the one I'm doing right here, one I did last time, people love this stuff.
30:45I think it's just because it's just like this full training and they get everything in the end. It's very well presented. I'm gonna do more of this forever.
30:53The second type is screen shares, demos, or walk throughs. And so this is more like me sharing my screen, me drawing an iPad, stuff that's a little bit more free flow. This, I think, has better average watch time because
31:04I can actually do those videos a little bit shorter than I do these videos because I'm kind of just, like, in a flow. I'm talking. I can talk about something really quickly.
31:10Don't have to package it up and do a lot of research where this video took me a couple hours even just to create for you. But my hope is those couple of hours are gonna be rewarded. These are just gonna be pushed way harder in the browse algorithm.
31:20Talking head, this is good, you know, when I just sit down and talk to the camera. But this is gonna be a very small percentage of the videos that I make because, first of all, it requires equipment. So you you if you just have a talking head with something ugly in the background or whatever, it's gonna be very difficult unless the thing you're talking about is unbelievably valuable.
31:38And, also, talking head by itself, it's like anybody can make a talking head and just talk and talk and talk and talk, where putting pen to paper, drawing what you're talking about, illustrating, it allows people to consume this information and learn it in a way that they wouldn't otherwise. Okay?
31:52And then there's repurposed clips. I don't even do this on my main YouTube channel anymore. I tested this out for a while where I just took clips from podcasts I was on, clips from,
32:01you know, uh, events that I spoke at, and I just put it on YouTube. And it had the worst click through rate, the worst watch time, and the worst conversion rate. Okay.
32:08So another big question I get all the time is how often do you post? And so instead of me telling you what you should do or shouldn't do, I just looked at all of our posting frequencies of the last five years, and I corresponded it with all of our booked calls directly attributed to YouTube to figure out when we should post, how often we should post, and is there any benefits to posting more.
32:27So zero videos a week is the baseline. One video a week, we had a 90% lift in qualified book calls. Now some of you might be looking at, like, 90% lift from what?
32:36Well, for me, even if I post zero videos a week, I have 415 YouTube videos that are still being pushed every single day. But if I just added one video a week on top of that, it would literally double the amount of calls that we got.
32:48If I did two videos a week, it would add an additional 25% to that 90, uh, percent. So that's really still powerful because in our volume and additional and what each calls work to us, an additional 25% is meaningful.
33:00But then when I saw the the the weeks I did three videos a week, it was an additional 12%. And I don't think it was worth the additional work or complexity for me. So for me, I'm pretty much sticking to two videos a week.
33:10At the very bare minimum, I'm doing one video a week. And so I recommend most people just do one video a week for ninety days. You're gonna be way more likely to stay consistent with it if you do that versus trying to batch three videos a week for three months in the future.
33:22Okay? And a b minus video published every week beats an a plus video sitting in your drafts forever. Alright?
33:28And then step four. So we talked about, um, the actual, uh, topics of the video.
33:34We talked about packaging the video. We talked about how the algorithm pushed your video. And now let's talk about how do we take people from the YouTube platform
33:41to your actual, um, offer, your video sales under your funnel, anything like that. So great content builds an audience. The no pitch pitch converts that audience into clients without ever feeling like a sales video.
33:52So why does YouTube convert, in my opinion, better than any other platform? Well, personal trust is at its lowest point in the last forty years. And Google came out with a serve study and a survey that showed that in the last
34:07so why do so why does YouTube convert better than any of the platform out there? Well, personal trust, so personal person trust, is at the lowest point in the last forty years.
34:17And Google recently came out with a study where they showed that on average, it takes seven hours of brand exposure or content to turn a stranger into a buyer. And so YouTube is the only platform where someone can do this organically, um, on their own without you having to pay a dime or you being involved whatsoever
34:35and accumulate that seven hours in a relatively short time period. I know my freaking TikTok and Instagram people are gonna freak out because they they do that every time on me. Oh, you could still do seven hours of content on Instagram.
34:46Yeah. Okay. But take take a sixty second reel, divide that into seven hours, and see how many reels this person has to watch of you before they're ready to move forward.
34:54Or take some of my thirty minute videos, an hour long videos, um, and see how many of those they have to watch before they have to move forward. Okay? So the nice thing about YouTube is that the buyer who books a call has already watched you for hours, and so they arrive presold.
35:06And another really big benefit of YouTube, and this is something that's, uh, it's gonna be really relevant to the people that are watching this that run ads like myself, is that it works really well middle of funnel.
35:16So you can send high intent prospect from your ads to your YouTube channel so they arrive to the sales calls, uh, warm, not cold. So for example, you could have it in an email sequence. Uh, you could have it on your thank you page.
35:29You could even have it embedded on your video sales letter page. Um, you could send it in the pre call messaging sequence. You could have it in a follow-up message.
35:36All of these are ways that you can use YouTube to build trust with your audience. Okay? And the nice thing is ads, you have to pay for every single day.
35:43But if you can get them from ads to watch at least one YouTube video, now YouTube has them in your algorithm and is gonna push your videos to them as long as they continue to watch it. Show rates will go up. Close rates go up.
35:53Cost per call drops without changing a single thing about your funnel. So the goal is to replace your funnel with YouTube. The goal is to make every single step of your funnel convert better because of it.
36:03Okay? So what is a no pitch pitch? How do we get somebody from watching the video to actually becoming a client?
36:08HOOKWell, in the first fifteen seconds of the video, you need to have hook and authority. A bold statement that earns attention plus a one line credential that earns trust. For example, I built 2,000 funnels across 48 industry.
36:18HOOKHere's the one thing they get all wrong. Or in this video, said something like, this will be the most valuable funnel training you've ever watched. I've generated over $12,500,000
36:29HOOKNumber two, play pain clarity. Name their exact frustration in their own words. When they think this person gets this, the sale is already done.
36:36HOOKIf you've watched my other videos about sales or my video about the sales funnel, you want your prospects to think that you know their problem better than they do. That's why they're paying you money, and they see you as an expert.
36:47HOOKOkay? So for example, in fitness, you're doing everything right, and the scale isn't moving. In agency, you're getting leads, but nobody's closing.
36:54HOOKSo these are pulled directly from the sales calls that we got from the content prism. Number three, the moment. This is your unique insights.
37:01HOOKA new frame for why the problem exists in the first place. Not a tutorial on how to fix it, but of ways seeing the problem that they've never heard of before. This is the mechanism.
37:09HOOKAn example of this would be like how I'm talking about how you need to not be a content creator, but you need to book become a entrepreneur. Another example would be like how I said that the easiest thumbnails to make, just the ones of showing like, screen sharing, what I'm showing on the screen and putting as a thumbnail, those are the ones that actually form the best for us.
37:24HOOKSo these are, like, unique things that'd be like, oh my god. I never thought of that. Once again, this is you, uh, earning their trust and them seeing you as an expert.
37:32HOOKUh, proof. So client results, your own data, case study breakdown. I just showed you where I changed my thumbnail, and it immediately shot the algorithm of the, uh, of the browser algorithm up.
37:46HOOKSo not click below, like, so you don't have to say, like, buy buy buy buy my stuff. Right? Says, if this resonates with you and you will see how this applies to your situation, click the link below if it's the right step.
37:56HOOKAnd it converts because it doesn't feel like a pitch. So it's very simple, and I'm gonna talk about it a second, to naturally organically drop pitches. And here, for example, right now, if you want me to review your marketing and sales system so I can figure out what's working and what's not working, you can go down below and book a free revenue system diagnostic with our team.
38:11Right? That's a you know? Okay.
38:12Yeah. I'm making a pitch, but I don't think a lot of you feel like this feels slummy or or slummy Slimy or scammy that they're doing it. Okay?
38:21CTAAnd when it comes to call to action, we actually tested this, so this is very interesting. Most people put calls to action where nobody watches. Number one, you need an early call to action in the first ninety seconds.
38:31CTAThis is so funny because we were concerned about, um, if we put this early on, we're gonna have a huge drop off in the retention. But we saw almost no drop off on retention,
38:41CTAbut a serious increase in number of booked calls when we say in the very beginning, if you wanna work with us, go down below and book a call to speak with us. Right? And then organic
38:49CTAmention is gonna be in the middle somewhere. So when you reference a client's results or a case study so, oh, yeah. By the way, this is exactly what we do for clients.
38:56CTASo I'm not saying go down below and book a call to speak with us. I'm just saying, like, you know and here's this client who had this YouTube video really take off, and this is and they were able to do that because of what we showed them, and I move on to the next thing.
39:09CTASo I'm implicitly saying they got this result because of me. And if you want the result, you should work with me as well.
39:14CTAAnd then, of course, the end is the full CTA. So these are the people that have made it at the very end. They are the most qualified.
39:20CTAGive them the full pitch. Don't be afraid to spend thirty or forty five seconds on your pitch because these people are really close to be able to book a call to speak with you. And so you can go through, um, what they should do, what happens on the call, what they'll walk away with, etcetera, etcetera.
39:34CTASo this is the highest intent people in your audience. So how this all fits together is YouTube isn't a platform. It's the engine of everything in my personal opinion.
39:43CTASo YouTube video, you can have top or middle of funnel to build trust at scale. It satisfies the seven hour rule automatically. It works whether someone finds you organically or you send them from paid ad to build trust before they book.
39:54CTAThe second way you can use YouTube is an email and retargeting. So every new video you create, you can blast it to your email list, and they're gonna click on it, watch it, and that's gonna lead to a lot of them booking calls. If you're doing email marketing right now and every email is like, case study, case study, social proof, social proof, buy from me, buy from me, buy from me, YouTube is a nice way to break that up where you can say, oh, hey.
40:14Check out this video. They go to that video, and it acts as a mini video sales letter for them to book a call to speak with you. Another way you can leverage YouTube, and I suggest every single person, even if you have a low ticket funnel, a challenge, or webinar funnel, have a video sales letter page attached to your YouTube channel.
40:27Because some people use YouTube to get, like, low ticket products or school members. But you gotta think, these people are spending hours with you watching videos. And instead of using the same thing that you use for cold ads, like a low ticket funnel or challenges or something like that, you can literally just send them directly to a calendar or send them to a page where you say, hey.
40:45Here's what we do. Here's how we help people book a call to speak with us. Because these people are so warm that if you're putting too much friction in front of them, they might end up not becoming clients when they would have otherwise.
40:55Finally, YouTube is predictable compounding revenue. The more videos you make, the more trust you create. The more trust you create, the more calls you generate.
41:03The more calls you generate, the more clients you get. The more clients you get, the better proof you have. The better proof you have, the better content you have.
41:08It's a flywheel that accelerates itself over and over and over again, which is why I'll be using YouTube until the cows come home. So just to recap, the full system, four steps, one sustainable client acquisition machine.
41:19Number one is the content prism, where you mine your sales calls to figure out what topics you're gonna own in your prospect's mind. Number two is the packaging. You work backwards to forwards.
41:28Once you figure out what topics resonate, then you package it well to get as many views on that as possible. The video types. So don't just make any video that you want to.
41:37Don't just focus only on search or just focus only on browse. The best channels we've seen has a mixture of all of them. And then the no pitch pitch.
41:44You wanna make sure that you can go to the YouTube video providing value, but also eventually converting a certain percentage of those viewers into booked calls. Okay?
41:52CTAAnd just to recap, if you already have some YouTube videos out there, for us, posting at least one time a week doubles the amount of booked calls that we get from YouTube. For us, the highest click through rate and client acquisition came from your simple slide format videos.
42:06CTAAnd if you post on YouTube, it'll last for years versus on social media where it lasts for twenty four hours to forty eight hours. And if you want us to audit your marketing and sales system totally for free, go down below and book a revenue system diagnostic with me or my team. We're gonna look at all of your numbers, your marketing and sales process,
42:22CTAaudit what we think the constraint is, lay out a plan that we would do in order to solve that constraint in typically two to three steps. And then you can decide at the end of it if you wanna take it and do it on your own, or if you wanna work with us, we will do it for you, done for you. See you guys in the next
— full transcript
§ 05 · For Joe
YouTube earns clients when built backward from a sale.
WHAT TO LEARN
View count is a vanity metric for business channels; the number that matters is qualified calls booked, and the entire content and distribution strategy should be reverse-engineered from that.
- The most reliable source of YouTube topic ideas is your own sales call recordings, not competitor videos or trending topics — start there before opening YouTube.
- The YouTube algorithm decides whether to distribute your video in under one second based on click-through rate; packaging (title and thumbnail) is therefore more leveraged than content quality.
- Titles should be under 65 characters, lead with a counterintuitive statement, include a specific number or dollar proof anchor, and be written in first person — each rule has a distinct mechanical reason.
- A diagram or infographic thumbnail outperforms a talking-head thumbnail for educational content, and it is the simplest type to produce — a screenshot of the slide is enough.
- For a service business, browse-targeted videos should be 60% of output; optimizing for search from the start attracts how-to seekers rather than buyers.
- One video per week doubles qualified call volume from YouTube; the incremental return on a second and third video diminishes sharply — consistency beats frequency.
- The audience gets tired of your core message much later than you do; the same four to six themes repeated across dozens of videos is the mechanism, not a limitation.
- YouTube converts better than other platforms at the bottom of the funnel because viewers accumulate 7 hours of passive exposure before they ever reach a sales call — they arrive presold.
- A call-to-action placed in the first 90 seconds of a video produces more booked calls with negligible drop in retention; waiting until the end to pitch leaves most of the audience un-pitched.
- Slide-presentation format outperformed talking-head, screen share, and repurposed clips on every measured metric across 48 videos — and it is also the easiest format to produce.
