Full transcript
0:00Your personal brand does not make the
0:01money that you want because you're too
0:03fixated on getting views. And if you
0:05were more willing to get less views on
0:07your content, you would make more money.
0:10And just because I know there'll be
0:11skeptics watching this right now
0:12thinking, "No way is this true." My
0:14Instagram gets between 10 and 20,000
0:17views on average. And my YouTube channel
0:19does even worse. I get between 1 and
0:213,000 views on average. My video last
0:23week got less than 500 views. And so I
0:25don't get a lot of views, yet my
0:27business makes seven figures every
0:29single year. And in this video, I'm
0:31going to teach you exactly how to do
0:32that. I'm going to first start with why
0:34videos that get less views will make you
0:36more money. How to balance generating
0:39viewership because we do need traffic
0:41and making money. And then the two
0:43numbers you need to start measuring. So
0:45this video is actually tactical and not
0:47just information. The two numbers that
0:48you can start measuring today to start
0:51knowing whether you're doing this well
0:52or doing this poorly. The very first
0:54thing you need to understand is that the
0:56ask shrinks the pool. There is no
0:58possible way for you to make a piece of
1:01content that asks someone to do
1:02something that will get the same level
1:04of viewership as a video that simply
1:07asks people to listen. And so the very
1:08act of shifting from I'm trying to
1:10generate viewership to I'm directing
1:12people to buy something will by
1:14definition reduce the size of your
1:16audience. And it's directly
1:18proportional. It's kind of linear. The
1:20bigger the ask, the more you ask people
1:22to do something, the less your audience
1:24or the smaller your audience will be.
1:26And so your overall content strategy
1:28looks a bit like this. The first circle
1:30is all the listeners. These are the
1:33people that are just there to listen to
1:35what you have to say. They're not really
1:37interested in doing anything yet.
1:38They're not really interested in
1:40engaging on a deeper level other than
1:42consuming your content. And that's okay.
1:44That's the purpose of having them there.
1:45But then there's a second group in your
1:47audience. And these people are the
1:50doers. These are the people that when
1:53you ask them to do something, they will
1:56go and do that thing. And so these are
1:58the people that when you present a lead
2:00magnet, they will give you their email
2:01address. When you present a product,
2:03they will go to the landing page. When
2:05you ask them to book in a call, they
2:07will book in a call. And by definition,
2:09there is going to be a smaller group of
2:11these people than you will have by
2:14presenting them with something to listen
2:15to. And I think one of the states that
2:17people get into is they're chasing
2:20viewership. They chase viewership at the
2:21expense of everything else. And then the
2:23moment they post something that is
2:25asking people to do something, they get
2:27five times, 10 times, 20 times less
2:30views than they normally get. And panic
2:32sets in without realizing that getting
2:34less views is actually the sign that
2:37this is working. I want to tell you a
2:39story because I think it'll be prominent
2:40for those of you who are probably
2:42sitting there thinking, "Hold on, Tom.
2:43This is easy for you to say because
2:45you've got 460,000 followers on
2:47Instagram and 50,000 followers on
2:49YouTube. But I started making content
2:51all the way back in 2016. If I drew this
2:53on a timeline of what this looks like, I
2:56started creating content all the way
2:58over here in 2016. And from 2016 all the
3:01way through till around 2019, the end of
3:042019, start of 2020, I was 100% fixated
3:09on audience growth. I actually used to
3:11have a rule back then that I had to gain
3:1310% month on month. So my audience had
3:15to grow 10% month on month otherwise I
3:18wasn't making good enough content. And
3:21so anything that was sacrificing my
3:23follower growth was not something I paid
3:26any attention to or spent any time on.
3:29And my content as a result wasn't what I
3:32wanted to make. It wasn't what my
3:34audience wanted to receive. It wasn't
3:35value I wanted to give. It was purely
3:38what got the most engagement and what
3:40got the most followers and nothing else
3:42mattered. And what happened as a result
3:44is because I was so fixated on follower
3:46growth, I was making no money because at
3:49no point was I asking my audience to do
3:52something, let alone buy my own
3:53products, but even brand deals. I was so
3:56terrified of getting less views, that I
3:58didn't even get any brand deals because
4:01I wasn't a good enough representation
4:02for the brand. There was no face to my
4:04content because I AB tested and realized
4:06that if I post my face versus just
4:08posting faceless content, I got more
4:10engagement and got more followers. And
4:12so my content just devolved into
4:14whatever the algorithm influenced me to
4:16become. And so I wasn't making any money
4:19from my own products and I wasn't making
4:21any money from brand deals because no
4:23brand wanted to attach themselves to
4:24someone that just posted the same thing
4:27every other day because that was the
4:30thing that did well in the algorithm and
4:31got me lots of engagement and got me
4:33lots of followers. And over this time I
4:35went from zero followers
4:37in 2016 to 80,000 followers. I had
4:4280,000 followers in 2019 after posting
4:46almost every single day for that entire
4:48time for three years. And I made no
4:51money. And so all of this time, all of
4:54this work that I did posting every
4:56single day, I also on the side had to
4:58run a freelance business. I ran a
5:01wedding videography business and I ran a
5:03sports video production company entirely
5:06on the side spending every spare second
5:08I could creating content because I was
5:11making no money. And then finally
5:14in 2020 I decided, you know what, I'm
5:18finally ready to make an ask. Cuz in my
5:20mind, I'd had this vision that, you
5:23know, the 82nd,000th
5:25followup was suddenly going to turn into
5:27money. You know, I've made no money
5:28between here and here. Literally zero
5:30dollars were made between zero followers
5:32and 80,000 followers. But suddenly, I
5:34guess the 82nd thousandth follower is
5:36going to turn into lots and lots of
5:38money. Like something's going to
5:39magically change all of a sudden. So, I
5:42decided to launch a course. I wanted to
5:45sell a $297 course to my audience with
5:48the intention of finally making the ask.
5:52And you know what happened when I had an
5:53audience of 80,000 followers who were
5:55all there for one particular thing
5:57because my content had just devolved
5:59into whatever the algorithm rewarded me
6:00with engagement for. No one bought. With
6:04those 80,000 followers around a very
6:07niche topic that was faceless content,
6:09borderline faceless content, I launched
6:12a product that was for that person and I
6:14got 20 sales. 20 sales from 80,000
6:19followers because I had failed to make
6:22the ask. And so this idea that you're
6:24probably sitting with right now that you
6:26just need more followers. You just need
6:28more views. You just need more attention
6:30and then you'll be able to make money is
6:32so so unbelievably wrong. And I cannot
6:36emphasize that point enough. And you are
6:38going to have to trust me because this
6:39is one of these lessons where you
6:41unfortunately either have to learn it
6:43the hard way or just trust me blindly.
6:46And I've been doing this long enough and
6:47I've done it the right way now to know
6:49that you will make more money when
6:52you're willing to get less views. And so
6:54the example I want to share with you is
6:56these two videos. So these are two real
6:58videos from my YouTube channel that I
7:00posted. The first one is how to get rich
7:02so fast your parents think it's illegal.
7:03Pretty good example of asking people to
7:06simply listen. This is a video of me
7:08sharing my opinion. I just shared some
7:10ideas around money, mindset, and
7:12business and what I would recommend to a
7:15young person. I literally framed the
7:16video as I'm your older brother and I'm
7:18trying to give you advice. That is a
7:20listening video. And this video was a
7:2212.7x
7:24outlier. I got 44,000 views as of the
7:27time of this screenshot. Then I have
7:29video number two, which is give me 43
7:31minutes and we'll launch your first
7:33offer. And that was an underperformer by
7:36those metrics around that time. This
7:38video underperformed my average on my
7:40channel. Now, which of these videos do
7:44you think made more money? If you were
7:46to guess, if you were to guess after
7:48everything I've just said at the start
7:49of this video, which of these videos do
7:51you think made more money? Most of you
7:53would probably think that getting 44,000
7:55views on a YouTube video, even though
7:58the video is less specific, probably
8:00generated more sales for my business
8:02than video number two. And so what the
8:04numbers worked out to be is this video
8:06generated 22 landing page visits. And
8:10then from those 22 landing page visits,
8:13it got one new member. And so from those
8:1644,000 views, this video generated one
8:18new customer in my business, which
8:20equals $2,400
8:24in LTV. LTV meaning the lifetime value
8:27of that customer is worth $2,400 to me.
8:31Now, video number two with 3,300 views
8:35generated 151 landing page visits
8:39by my metrics. And that's not including
8:41people who watch the video then go to
8:43Instagram. This is just directly
8:45attributed landing page visits. Not only
8:48that, those landing page visits
8:50converted better and converted into 11
8:53new customers, meaning that this video
8:56made 26,400
9:00in LTV.
9:03A video with 3.5,000 views generated
9:07$26,400
9:10for my business. Now, what this means
9:12for you is this video was 91 times
9:15better at sending views to the landing
9:18page. It was 1.6 times better at then
9:22converting those landing page visitors
9:24cuz the video did a better job of
9:25warming those people up. So, when they
9:27ended up on my landing page, they
9:29converted 1.6 times better than these
9:32landing page visits. And so overall,
9:34this video converted 146 times better
9:40for my business. A video with 13x fewer
9:44views. This video got 13 times more
9:47views than this video. Yet this video
9:50converted 146 times better for my
9:53business. And so almost all of you
9:55watching this video, I would suspect are
9:58chasing something like this. Cuz believe
10:00me, when this video happened, and this
10:02video was a 12.7x
10:04outlier, I was stoked. I was over the
10:07moon. It's exciting when you have a
10:09video do well. It's exciting when you
10:10reach new audiences and you impact
10:12people's lives and you get lots of nice
10:13comments. It's not very exciting when
10:15you post a video and it gets a thousand
10:17views or a few hundred views and gets
10:19two comments and you don't feel like it
10:21made any impact. But that video, if it
10:24made a stronger ask, is supposed to get
10:27less views. And so let me explain it
10:29like this. Imagine that I have a group
10:30of 50 friends. I've got this big group
10:33of 50 mates. And from that 50 people, I
10:36ask them to do two things. The first
10:39thing is a barbecue at my house. I'm
10:42hosting a barbecue. The food's paid for.
10:45The drinks are covered. I've got some
10:46beers on ice and some wines in the
10:48fridge. It's going to be a great day.
10:50How many people do you think of that 50
10:52would convert convert into a barbecue at
10:55my house? probably 100%. Because the ask
11:00is pretty small. I'm simply asking them
11:02to come to my house, aka listen to a
11:05video, consume the information, and
11:07everything is taken care for them.
11:09There's nothing for them to do. They
11:10just need to enjoy themselves, be
11:12entertained, and have a good time. Then
11:15the second ask is moving day. How many
11:19of you have moved house and you have to
11:21call your friends with like a sales
11:23pitch and go, "You know what? Hey, if
11:25you help me move my house, I'll take you
11:27out for dinner today. You know my shout.
11:29We'll go to a really nice place. We'll
11:30have some wine. It'll be a really good
11:31day, but I just need you to please help
11:33me move my house. How many people do you
11:35think I'm going to convert from my 50
11:37mates into moving day?
11:40Maybe three might convert. So, a 6%
11:42conversion rate from the ask to the
11:46conversion. And so, it is the same thing
11:49with your content. If you're making a
11:51piece of content that is the equivalent
11:53of a barbecue at your house that's fully
11:55catered and fully paid for with free
11:56booze, people are going to be willing to
11:58listen. But if you make an ass that's
12:00the equivalent to moving day where
12:03they're going to have to carry heavy
12:04boxes and pack things and load things
12:06into a truck and then unload them and
12:08carry a couch up and downstairs and try
12:09to pick up a fridge, your conversion
12:12rate is going to be a little bit less.
12:13Now that you're on board and we're both
12:15on the same page and you're more willing
12:16to get less views, how do you balance
12:18this out? Because obviously you need
12:20traffic. Generating traffic is half the
12:23battle in running your business. And the
12:25ask is then how do you convert that
12:27traffic? So how do you balance both? And
12:29for this there are magnets
12:33and there are funnels
12:36and these are the two types of content
12:38that you're going to post to your brand
12:40that are going to both build traffic and
12:43generate sales for your business. Now,
12:46magnet content does what magnets do. It
12:49pulls people in. And then funnel content
12:52pushes people toward that pushes people
12:54toward taking action. It pushes people
12:56towards some kind of opt-in. It pushes
12:58people towards buying. It pushes people
13:01to do something. And so, you got the two
13:03types of content. You got the magnet
13:04content that is purely designed for you
13:06to put out a magnet to the world and try
13:08to attract people to that magnet. And
13:10then the funnel content is once you've
13:12got that magnet, you push those people
13:14towards something and a certain
13:15percentage of those people will convert.
13:17And what this looks like in action is
13:21you've got at the top here,
13:23you've got your magnet content, which is
13:25attracting people
13:28into your world. All you want to do with
13:30this content is create stuff that people
13:34in your industry or people in your niche
13:36or people who are similar to you or
13:38anyone that you're trying to target, it
13:40attracts people into your world and into
13:44your magnet. This is you sharing your
13:45opinion. This is you sharing a relatable
13:48story. You need to make content that is
13:50a magnet for the people that you could
13:52potentially convert later with your
13:54funnel content. Then you have your
13:56funnel content and this is purely
13:58designed
14:01to push. You want to push people through
14:04your funnel and turn them into dollars
14:08in your business. That is the only
14:10intention of funnel content is how can
14:12you make an ask that converts people
14:14into dollars. And when you separate
14:15these two out, what you end up with is a
14:18great content strategy that is feeding
14:20your top of funnel. It's generating
14:22traffic. It means you organically have
14:24reputation and recognition. You're not
14:26relying on massive ad spend. You're not
14:29relying on amazing conversions. You can
14:31simply put out content that generates
14:33traffic, makes you a recognizable
14:35personality. And then when you ask
14:37someone to do something, you convert so
14:39much better because you've done such an
14:41excellent job of attracting people into
14:43your world. And I want to tell a story
14:44and I'll keep this anonymous because I
14:46don't know if my friend would want me
14:47sharing this, but I had a friend of mine
14:49who runs his business primarily with ad
14:51spend. One of his biggest drivers of
14:53business is ad spend on LinkedIn and ad
14:55spend on Twitter or X now, I guess. And
14:58something fascinating happened recently
15:00where at the beginning of the World Cup
15:02or before the World Cup, his ad spend
15:04was doing amazingly. He had amazing
15:06click-through rate. He had amazing
15:08conversions. His rorowaz was really,
15:10really healthy. Everything was doing
15:11really well. And then the moment the
15:13World Cup started and companies like
15:15Coca-Cola and FIFA and all these massive
15:18global companies flooded the market with
15:20huge ad spend getting people engaged for
15:23the World Cup. His rorowaz plummeted
15:26because suddenly the market was flooded
15:28with all of this massive ad spend from
15:30these big companies. And so without
15:32warning the World Cup made my friend's
15:36business nonviable for 2 months for no
15:39reason that he could control. And so he
15:41was left with his pants down for two
15:43months scrambling trying to figure out
15:45what to do because he didn't have the
15:47adequate pool content that it was
15:49attracting new people into his world. I
15:52run ads and I saw no difference through
15:55the World Cup because I'm converting a
15:57warmer base of people that when they see
15:59me there's recognition. And so the key
16:01thing with this content is it creates
16:04recognition and reputation. And those
16:08are really the two things that you're
16:10actually able to sell from. A lot of
16:12people think that views equal dollars.
16:14It's like the more views you get, the
16:15more dollars you have or the more
16:16followers you get, the more dollars
16:18you'll have. What's actually happening
16:20is it's reputation recognition. And what
16:22I mean by that is you develop a
16:23reputation of being able to deliver on
16:25your promises. And so I've been doing
16:27this long enough that my business has a
16:29reputation, my name has a reputation.
16:31And so when people think about doing
16:33business with me, there is reputation
16:35behind it. They don't have to ask, "Is
16:36this going to work for me?" They don't
16:38have to seek out case studies or amazing
16:41testimonials or reviews because they
16:43know from the reputation that I have
16:45that I deliver on my promises.
16:47Recognition is then the value that you
16:50have in your name, which is really what
16:51your personal brand is. That is my face
16:54when it pops up on YouTube is more
16:56likely to be clicked because you've
16:57probably seen me two dozen times or
17:00three dozen times on meta ads, on
17:02Instagram, on other platforms. When my
17:04face pops up in a Gmail icon, my email
17:07is so much more likely to be clicked and
17:10opened than someone who's just running
17:12ad spend and getting cold leads because
17:14there's recognition. And so this is
17:16really what you're monetizing when you
17:18make magnet content is reputation and
17:21recognition. So that example with the
17:23World Cup where my friend is paid but
17:25unknown is one side where you've got
17:27adequate ask but inadequate magnet
17:30content. What happens in the other side
17:33where you've got amazing magnet content
17:35but terrible ask? I had an example just
17:38last week actually which is really funny
17:39that I'm making this video now but last
17:41week I had two backto-back viral pieces
17:44of content that way outperformed
17:45anything that I've posted recently on
17:47Instagram. One day I posted a video that
17:49got a quarter million views at 250,000
17:51views. And the very next day I posted a
17:53carousel post that got 150,000 views. So
17:56250,000 views on one day 150,000 views
17:59the next day. So that would be what I
18:01would describe as really good ask
18:05content. I was making great magnet
18:07content that was attracting people into
18:08my world. And I think both of these
18:09posts generated like a thousand
18:12followers each. So by my old metrics was
18:14really good. What kind of impact do you
18:16think that made on sales over the next
18:18couple days or the next week?
18:21No change. Literally no change. I didn't
18:24experience even one extra sale above
18:27average from a significant increase in
18:30views. For context, 250,000 views is 10
18:34times more than my average Instagram
18:36video normally gets. And so I got 10
18:38times more views in 48 hours than I
18:40normally get on any of my videos. And I
18:42saw no change in sales. And so most of
18:45you are chasing this. You're chasing
18:47viewership. You would think that if I
18:49gifted you 250,000 views and 150,000
18:52views the next day that that would
18:53create an impact in your business,
18:55right? Well, what if I told you that it
18:56made no impact? Literally zero change.
18:59Nothing changed. There was no
19:01significant movement in my sale. There
19:03was well, there was no movement in my
19:05sales in the next week or few days after
19:08that happened. So, if you're good at
19:10funnel content but terrible at the
19:11magnet, you're going to struggle because
19:13you could be wiped out by some change in
19:15the meta algorithm or costs going up or
19:18whatever happening that influences your
19:20ability to generate customers. But then
19:22if you're great at magnet content but
19:24terrible at the ask, you're going to
19:26have really high viewership and no
19:28sales. And then you're going to be left
19:30wondering, hold on, why is an increase
19:32in views not translating to an increase
19:35in sales? And so, you have to have both.
19:37These two need to be working in a figure
19:39eight cycllically where you are
19:41adequately capturing people's attention
19:43and then adequately converting those
19:45people with an ask that is designed to
19:47get less views. Now, there's been a lot
19:49of opinions and information in this
19:50video so far, so I want to make this
19:52actually tactical so you can go and use
19:54this. How do you know if this is
19:56working? If you're on board and you're
19:58like, you know what, Tom, I fully agree.
20:00I'm okay with making more ask content so
20:02I can convert people into my business.
20:04I'm okay with getting less views. I'm
20:06going to make adequate magnet content so
20:08I attract people in and then I'm going
20:10to intentionally ask and those videos
20:12are going to get less views and I'm
20:13going to do it cyclally. You're going to
20:15do all of those things. How do you know
20:17if it's working? Now, good news for you.
20:20There is one number you need to start
20:22measuring that will tell you without
20:24doubt whether this is working or not.
20:26And that number is dollars per view.
20:30you are going to start measuring the
20:32amount of dollars or in all likelihood
20:35the amount of cents that you're making
20:37per view per month in new revenue. And
20:40so whatever amount of views you get per
20:42month, you're going to divide that by
20:44the amount of dollars that you got or
20:46you're going to divide the amount of
20:47dollars by the amount of views. Get it
20:48the right way, Tom? You're going to
20:50divide the amount of dollars that you
20:51got this month in terms of new revenue
20:53by the amount of views that you got this
20:55month. And that's going to give you a
20:56number. And that number is the amount of
20:59money that you make per view in your
21:02content. And for most of you, this is
21:04going to fall somewhere around 1 to 5
21:07cents per view. If you're watching this
21:09video and you're someone who's making
21:11okay money or you're just starting out
21:13and you're getting a few thousand, maybe
21:15a few hundred thousand views, you're
21:16probably making between 1 and 5 cents
21:18per view. what you want to be making or
21:20the goal that you want to be making is
21:22between 15 cents and 20 cents per view.
21:28That number is the magic number that
21:31will determine the health of your
21:33business. If you are measuring this
21:34appropriately, what you'll notice is
21:36you'll have a huge spike in views and
21:39you'll go backwards in terms of the
21:40amount of cents that you made per view
21:42that month. And so you'll start to
21:44associate or start to disassociate an
21:47increase in viewership and followers
21:49from that benefiting your business
21:51because that's really the goal of this
21:53number. We need to make sure that we're
21:54not fixated on how many views we got
21:56this month. We're fixated on how many
21:58dollars we made per view this month. And
22:01the way that you can influence this
22:03number and another number that I want
22:05you focused on is CTR.
22:09This is the click-through rate or
22:10essentially the bridge between these two
22:12steps. And this number is what
22:15percentage of your viewers turned into
22:18the first step in your funnel. And so if
22:19the first step in your funnel like me is
22:21clicking on a landing page, what
22:22percentage of your viewers went from
22:24watching your content to clicking on
22:26your landing page? And a goal for this
22:28number is 0.5%
22:32to 1%. You should be aiming to convert
22:350.5 to 1% of your viewers into visitors
22:40in the first step of your funnel. And if
22:41you're anything less, you are not making
22:43enough funnel content. If you're at 0.1
22:46or 0.2, you are not making enough of an
22:49ask. And so, you're going to struggle to
22:51attain this number. If you increase your
22:54CTR, if your CTR gets to 0.5 or 1% or
22:57even beyond 1%, then you're doing such
23:00an excellent job that this number is
23:02going to take care of itself. And so
23:04those are your two numbers, the two
23:05numbers that I want you fixated on. And
23:06the first one is more important, but
23:08those numbers are dollars per view
23:12and your CTR. If you just start
23:15measuring your CTR each month or each
23:17week, preferably, and dollars per view,
23:20you will do significantly better than
23:23most creators online. And this is how
23:25you take this from theory to something
23:27that you can actually tactically do in
23:29your business. And by the way, if you
23:31want my help turning your personal brand
23:32into a profitable solo education
23:34business, I'd love to help you do that.
23:36We specialize in helping people go from
23:37zero to $10,000 a month. And so if you
23:40are someone who started making content,
23:42you have a skill set you could sell to
23:44other people, I would love to help you
23:46do that. There'll be a link in the top
23:47line of description. Give it a read. See
23:49if it's right for you. And if it is,
23:51I'll see you on the