Full transcript
0:00Most entrepreneurs find business hard
0:01because they struggle to get new
0:03customers. So, they turn to ads, cold
0:05outreach, networking, and yet works, but
0:07it's expensive, it's exhausting, and the
0:09second you stop, the leads dry up. I
0:12built an audience of over 600,000
0:13followers across two platforms and
0:15turned that into a business doing
0:16multiple six figures a year without
0:18spending a penny on ads or sending a
0:20single DM. So, in this video, I'm going
0:22to show you the exact content strategy
0:24that will scale your business, the
0:25mistakes I made that you need to avoid,
0:28and how to systematize it so that
0:29getting new customers is easy and
0:31predictable. Now, to start, let me show
0:33you something that will completely
0:35change how you think about getting
0:36customers forever. The average person
0:39>> [music]
0:39>> spends nearly 2 and 1/2 hours on social
0:41media every day. That's where the
0:43attention is, and attention is where
0:45customers come from. Think about it. All
0:47the fastest-growing businesses are going
0:49big on social media. They're all posting
0:51content, and that's not for no reason.
0:54It's because the future of business is
0:55media, and if you want your business to
0:57grow, you need to do the same, which
0:59means you need to create content. But,
1:01not content that gets views, you need
1:03content that gets customers. So, how on
1:06earth do you do that? Well, let me show
1:07you. Over the past 5 or so years of
1:10posting online, I find that
1:11high-performing, high-converting content
1:13has three pillars. The first is
1:15authority. The viewer needs to see you
1:18as having the solution to their problem,
1:20that you are an authority in that space,
1:22which means you need to first figure out
1:24your target avatar, so the ideal
1:26customer for your business, which you
1:27likely already know. Then, you list all
1:30their problems, and you make content
1:32that solves those problems. For example,
1:34my ideal target avatar is a high six- to
1:36low seven-figure business owner whose
1:38business relies entirely on them. One of
1:40the problems they have is that they
1:41never have time to work on the business,
1:43they're always stuck working in it.
1:45[music] So, I made this video here,
1:47"Business Is Hard Until You Manage Your
1:49Time Like This,"
1:50>> [music]
1:50>> which solves that exact problem. So, my
1:52avatar is going to see that video and
1:54go, "Oh crap, that sounds like what I
1:56need. Let me watch this." Then, they're
1:58going to watch it, and if the advice is
2:00genuinely useful, if they leave
2:02thinking, you know, like I need to
2:03implement that, or if you change how
2:05they view things, you'll build authority
2:07because essentially they're at point A,
2:09they want to get to point B. My avatar
2:10wants a business that doesn't rely on
2:12them. One step to getting there is
2:14solving the problem of not having the
2:16time to work on the business. So, my
2:17video gives them one step to get to
2:19their goal, and someone who watches that
2:21now sees me as someone who can help
2:23them, which builds my authority. But,
2:25you also need your viewers to trust you,
2:27and that is the second pillar. So, to
2:29build trust, there's two main things
2:31that you can do. Firstly, you need to
2:33give real value. If your content is like
2:35fluff, people will feel it instantly,
2:37and they won't trust you. So, you need
2:38to solve their real problems in your
2:40content. [music] Secondly, work your
2:42social proof into your content. So, be
2:44it your own story or customer
2:45testimonials, this way it shows people,
2:47"Oh, what he's saying actually works."
2:50For example, at the start of this video,
2:52which is about social media, I showed
2:53you that I have 600,000 followers across
2:55platforms. That is proof that I know
2:57what I'm talking about, therefore you
2:59trust me more, therefore you're more
3:00likely to listen to me. And when someone
3:02sees you as an authority, and they trust
3:04you, they're so much more likely to
3:06actually buy from you. But, here's the
3:07next problem. If they don't like you,
3:09they're going to go and work with the
3:10person that they do like, which means
3:12the third pillar is likeability. But,
3:14honestly, there's not much you can do
3:16about this one. People will either like
3:17you or they won't. So, the main thing is
3:20that you just be yourself. I know that
3:21sounds basic, but it is the most
3:23underrated filter in business because
3:25it's an automatic way to attract the
3:26right people and repel the wrong ones.
3:29So, if you swear, swear. Like, I'm from
3:31Northern Ireland, swear words are
3:33basically punctuation here. And if you
3:35make jokes in real life, make jokes. So,
3:37look, the reality is that some people
3:38aren't going to like you, but that's
3:40okay because if you try to please
3:41everyone, you please no one. So, you
3:43can't worry about being likable. Just be
3:46yourself, and the people who like you
3:48will keep watching. And look, content is
3:50a complete rabbit hole. Like, I can make
3:52a million videos on content, whether
3:54it's positioning strategy, packaging,
3:56writing hooks, creating open loops,
3:58scripting, recording, editing, funnels,
3:59conversions, lead magnets, and all the
4:01rest. So, if you want me to make a video
4:02on anything specific that you have
4:03content on, just let me know in the
4:05comments below, and I'll happily do it.
4:06But, the primary foundations for
4:08creating content that grows your
4:09business is that you target the problems
4:11your target avatar has, solve them in
4:13the content, show some social proof to
4:15prove to them that what you're telling
4:17them to do works, and then be your damn
4:19self. And that brings us to a huge
4:21problem most business owners never
4:22consider when it comes to creating
4:24content. Look, people are not going to
4:26just watch one piece of content, then
4:29buy from you. In fact, it can take a
4:30long, long time for someone to cross
4:33that line because you don't build trust,
4:35authority, or likeability overnight. In
4:37fact, Google found something interesting
4:40based on a ton of data that they call
4:41the 7-11-4 rule, where the idea is that
4:44someone has to spend 7 hours consuming
4:46your content before they'll buy from
4:48you. And depending on your content,
4:50those 7 hours could take 1 week or 1
4:52year for someone to go through. Now,
4:54don't get too caught up in the 7 hours,
4:56okay? The main idea is that the faster
4:58you can get someone to spend more time
5:00with you, the more likely they are to
5:01buy from you. Like, let me give you an
5:03example. If I post an Instagram reel
5:05that's 1 minute long every day for 2
5:07months, I've only posted 1 hour of
5:09content for someone to consume. And on
5:11Instagram, after 3 to 4 days, that post
5:13dead. Nobody is ever going to see it
5:15again. So, it's going to take a heck of
5:17a long time for someone to consume 7
5:19hours of my content. But, if I post a
5:2120-minute video on YouTube every week
5:23for 2 months, I've posted nearly 3 hours
5:26of new content. And with YouTube, if
5:29somebody watches a video, they'll push
5:30your older videos to them as well. So,
5:32someone could binge 7 hours of you in a
5:34weekend, which makes YouTube by far the
5:37best platform for business owners. Now,
5:38this is not to say the likes of
5:40Instagram, LinkedIn, Twitter, and all
5:41the rest don't work for business. They
5:44do. Like, I have 450,000 followers on
5:47Instagram, 100,000 on Twitter, 50,000 on
5:49LinkedIn. They all work. But, when you
5:51understand that conversion requires time
5:53spent with you, YouTube has a massive
5:55advantage because it is long-form
5:57content. But, there is a trade-off.
5:59Okay, YouTube is the hardest platform
6:01because it is way easier to hold
6:03someone's attention for 30 seconds on a
6:05reel than 20 minutes on YouTube. So,
6:07look, I'm not saying that you must do
6:10YouTube. I'm saying if you're a business
6:12owner, and you want the best shot at
6:14turning content into customers, YouTube
6:17is the best way to do that. And look, if
6:19you want content to work, do not, and I
6:21mean do not try and grow multiple
6:23platforms at once when you start, okay?
6:25Because growing an audience takes so
6:27much effort that if you're trying to
6:29grow on multiple platforms, you're going
6:31to grow on none of them, okay? Because
6:33you're splitting your focus too much.
6:35So, just choose one, go all in on it
6:37until you figure out it's systematized
6:38and it's easy. The only exception here,
6:40and if you really want to supercharge
6:42your content turning people into buyers,
6:44I would highly recommend you do it is to
6:45build an email list. So, get someone to
6:48join your list through your content like
6:49I do in my descriptions. If you want to
6:50go check that out, you can see how I did
6:52and send them a valuable,
6:53problem-solving email at least once a
6:55week. But now, I know what you're
6:56thinking. You're already stretched thin
6:58as it is. Where are you going to find
6:59the time to start creating content every
7:01day or every week? Well, let me show
7:03you. Firstly, if time is your
7:05bottleneck, and for most entrepreneurs
7:07it is, I help business owners free up
7:0820-plus hours a week by systematizing
7:10both their business and their personal
7:11operations. There's a link in the
7:12description below if you want to see how
7:14that works. But, secondly, delegation is
7:16your best friend, okay? If you're not
7:18tech-savvy, or, you know, you don't want
7:20to learn how your cameras, editing,
7:21posting, thumbnails, and all that work,
7:23then don't, okay? Hire someone who is,
7:26and you just do the part that actually
7:27requires, you know, the showing up, the
7:29recording, the like, communicating the
7:30value and ideas. Now, what you hire and
7:33who you hire depends entirely on your
7:35budget. Like, a full content strategist
7:37and editor could run you anywhere from a
7:39few thousand a month to 20 grand a
7:41month, depending on the level, the
7:43caliber that you want. But, if you want
7:44a lean start, you can always hire
7:47someone someone like a local 19-year-old
7:50from your area who's obsessed with
7:51social media and train them on your
7:53business. They'd be perfect here, and
7:55rather inexpensive. It It will be
7:57obviously a bit more trial and error
7:59compared to hiring someone with 5 or 10
8:00years' experience, but it will be fine.
8:02It's just a trade-off of price and
8:03experience. It's up to you what you want
8:05to do. But, content is like every
8:07process in business. If you don't want
8:09to do it, you either delegate it or
8:11eliminate it. And with how important
8:12content is in this day and age, I would
8:14not eliminate it. I would say you either
8:16find the time to do it yourself or
8:18[music] you delegate it. And look,
8:20you're not going to blow up overnight.
8:21It's going to take a bit of time to
8:22figure out what works, especially if
8:24you're doing it yourself, and you know,
8:25you don't have a coach or consultant or
8:27someone experienced on your team. So,
8:29content is a long-term game, and you
8:31need to commit. Like, I've been creating
8:32content 5 years now, and I feel like I'm
8:34only starting. So, the secret to making
8:37this content game sustainable for your
8:39business is you either prioritize it
8:40yourself and make time for it every
8:42week, or you hire someone so you're not
8:44the one doing everything. Either way,
8:46you're going to need systems either free
8:48up your time or to make delegation go
8:49smoothly. So, click the link in the
8:51description below to work with me, and
8:52we'll build the systems [music] that you
8:54need. Now, I know you might be a bit
8:56disappointed. sake, this isn't
8:58going to be overnight. Yeah, it's
9:00probably not going to be. But, here's
9:02the thing, [music] right? You don't
9:03actually want to blow up overnight. That
9:05was the biggest mistake that I made with
9:07my brand. See, I have an audience of
9:09about 450,000 people on Instagram, but
9:11I'd say about 70% of them are not
9:13business owners because a few years ago,
9:15I made content about whatever I felt
9:17like, mindset, self-improvement,
9:18philosophy, you know, all good topics,
9:20and it worked. Like, I grew really fast
9:22in like a year, but I wasn't solving a
9:24specific problem for a specific buyer.
9:26So, I built an audience on Instagram
9:28that mostly will never buy from me.
9:29Plus, since I've gone more targeted with
9:31my content, it doesn't appeal to those
9:33people. So, when Instagram shows them my
9:35content, they don't engage, therefore my
9:37content takes a bit of a hit in the
9:38algorithm, and it doesn't get pushed
9:40nearly as much as it used to. But, what
9:42I'm trying to say is that with content,
9:43you can take two paths. You can go super
9:46broad, so, you know, think general
9:48self-improvement. It applies to every
9:50single person on the planet, so it can
9:52reach more people, therefore you will
9:53grow faster because the pool of people
9:55is bigger, but you get people following
9:58you who won't work with you. So, it's
10:00completely pointless and not worthwhile.
10:01Trust me, I I literally did this. So,
10:03learn from my mistakes. Don't do it. The
10:05second path is you go niche. This is
10:07what I've done more so with my YouTube
10:09channel where I only target specific
10:11problems of my target avatar. Now, this
10:13means you reach fewer people because,
10:15say, 100,000 people might want to
10:17systematize their business, but 8
10:19billion people want to improve their
10:20life. So, you're working with a smaller
10:22pool of people when you go niche, but
10:25when you go specific and niche, almost
10:26everybody who watches is a potential
10:28customer. So, it does depend on what you
10:30value. If you want to grow your business
10:32and your bank account, then be specific
10:34and go niche. If you want uh to grow a
10:36follower number, which does nothing but
10:37massage your ego, then go broad. And as
10:40a business owner, I'd recommend you
10:41stick to targeting the problems of your
10:43avatar, but obviously, everything I just
10:46told you only works if you actually have
10:48the time to execute it. So, if you're
10:50stuck working 10-hour days inside your
10:51business, you don't. So, click this
10:53video on screen now, and I'll show you
10:54how to fix that. First.