Full transcript
0:00If you're posting content and no one's
0:02watching, it's not cuz you're boring or
0:04your niche is too small. It's because
0:06you're using the wrong process to choose
0:09what to even talk about in the first
0:10place. All the gurus say that the way to
0:12get a video to get views is to copy the
0:15outliers, the winners in your space. So,
0:16you see people saying the same hooks,
0:18same thumbnails, same titles. Sometimes
0:20it gets you views, but usually they're
0:22the wrong people and you make no sales.
0:23So, in this video, I'm going to show you
0:24a very different way to figure out what
0:26to talk about in your content. If you
0:28want to go viral, this vid's not for
0:29you. If you want to get clients, it
0:31definitely is. And the good news is the
0:32topics which are going to get you
0:33clients are already sitting there right
0:35under your nose. By the way, I have to
0:37forgive the mess a little bit. I'm here
0:38at my friend Katie's new studio space
0:40she's building, it's got 11-1ven studios
0:42here in Nusa. And just like all good
0:44content, it looks a bit rough before it
0:47looks amazing. So, behind every great
0:48video is a great idea. A big idea. And
0:50so the question that we've got to ask if
0:53we're ever going to be good at this
0:54content game and grow a business is how
0:56do I find ideas worth talking about that
0:58the right people will care about? And
1:00the right people is really important
1:01because there are two ways that people
1:03in our space come up with the ideas.
1:06There's a way that the content gurus
1:08tell us to and there's a way that we as
1:10coaches should. Let's sketch it out.
1:16This is your gurus in the red corner. In
1:20case you're not sure, red means bad.
1:24Smudged. That's how bad. And in the
1:26green corner, us, the coaches,
1:30the good guys, defender of uh honor,
1:33profit, and all things good. And these
1:35two groups had very different approaches
1:37to creating content and to figuring out
1:39even what to say in the first place
1:40because of the money. If you follow the
1:44money, the gurus, the influencers, the
1:46YouTubers, they all get paid in uh
1:48AdSense or sponsorships. And so to do
1:50that, because they pay so little for,
1:52you know, you need heaps of views to get
1:53any money at all, they have to go viral
1:55or they go broke. So for them, the game
1:58is maximum views. I don't care about
2:02views. I don't want to go viral. I want
2:04to get clients. And so it's a super
2:07different game, especially when you
2:08think as a coach, I don't know how much
2:10you charge for your program, but most of
2:11the clients I work with on the low end
2:13it'll be five grand. Maybe it's 10 or 20
2:15or 30.
2:17But one client for us is probably six
2:19month salary for some of these guys. So
2:21in order to get maximum views, they got
2:23to think about a bunch of stuff. They
2:24got about they got to think about what's
2:26the format of my show. Our format's
2:29really easy. It's our job. You're a
2:31teacher. So, the best winningest formats
2:33for people like us are where we teach
2:36useful stuff. Next up, when it comes to
2:38choosing the the topics, the way these
2:40guys do it is they look for the
2:41outliers, what everybody else is doing,
2:43or they look at their competitors
2:44channels. Oh, that one did really,
2:45really well. Let's remake our version of
2:47that video. It's super unoriginal. And
2:49more importantly, it's built to go
2:51viral. When we do that, chances are you
2:55get a bunch of views and zero sales
2:57because the videos, I'll let you in on a
2:59little secret. For me, the videos that
3:01get the most views make the least sales.
3:04And the videos that get the least views
3:07turn into clients every single time. So,
3:09how do we find what topics to talk
3:10about? It's really easy. It's right
3:11under our nose. It's in the program. The
3:13program that we run every day with our
3:15clients. Because if you think about it,
3:16if over here is you helping your clients
3:19do great stuff,
3:21that's our delivery. And over here is
3:23our marketing. What's marketing's job?
3:25It's to bring us more people like this.
3:26So, we want more more people like this.
3:28And these guys love those topics.
3:30Maybe, just maybe, the people we want
3:34who are basically the same people care
3:36about the same stuff, too. So, how do we
3:38choose what to talk about? We look
3:40inside our coaching programs.
3:43Cool. Last thing. In order to make this
3:46whole game work, these guys, the gurus,
3:48have to get obsessed with packaging.
3:52They're always thinking about the hooks,
3:54the titles, the thumbnails. What do I
3:55what can I do to get the maximum number
3:57of clicks to get the maximum number of
3:59viables? They think packaging first.
4:01I've talked to a bunch of these cats and
4:03they're like, if I don't find a video
4:05that will go viral with proven
4:08packaging, I won't make that video.
4:11Cool, dude. I'm really glad cuz I'm
4:13going to make that video and I'm going
4:14to clean house because I'm not thinking
4:16about the packaging first. I'm thinking
4:18about my client's problems first.
4:22You don't need to be sexy. You don't
4:24need to go viral. You just need to be
4:25useful. And this is where it starts. So,
4:27there's only three steps in the process.
4:28Let me walk you through. Let's start
4:31here. Two years ago, my content was hard
4:34and [ __ ] And at the time, I remember,
4:36man, why is it so hard to create great
4:38content? And I was like, it's really
4:40hard to find cool things to talk about.
4:42And then it dawned on me. You know why
4:43it was hard to find cool things to talk
4:44about? Cuz I wasn't doing anything cool.
4:47So, the secret to creating great content
4:50to talk about cool stuff was to do cool
4:52stuff first. and I wasn't. That was a
4:54slap in the face for me. And so the
4:56first key to make your content great, to
4:58pick great topics, is to be doing cool
5:01[ __ ] Principle number one, do stuff.
5:06Too many people in our space are going,
5:07"What can I talk about that attract
5:09clients instead of being the kind of
5:10person that would attract the clients in
5:11the first place and then just talking
5:12about it?" It's a two-step process. It's
5:15do something, then talk about it. And
5:17most coaches are like, "I haven't done
5:19anything, but let me find something to
5:20say." No, dude. That's not how it works.
5:24A couple of months ago, I got this mad
5:26text from Alex Horoszi that freaked me
5:28out. Halfway through a long
5:30conversation. He's like, "I really mean
5:31what I said earlier. Your stuff's really
5:33good. I think it's the best stuff I
5:34watch. You're a phenomenal teacher. By
5:37the way, I don't want to brag. I feel
5:38super awkward about even saying this on
5:39camera." I'm like, "Fuck, man. That's a
5:40big call." He goes, "I mean, who's
5:42better?" I just told him the truth.
5:43Like, half the time I feel like a turtle
5:44who's been flipped on his back and he's
5:46just flailing his stubby little legs
5:48around trying to flip over the right
5:49way. This is the point I wanted to get
5:51to. He goes, "Yeah, but you've got the
5:53hardest thing solved, which 99% of
5:55people don't. You've actually done [ __ ]
5:57and that's what everyone misses with my
5:59content and with yours." How's the
6:01content so good, Alex? Well, it's like,
6:03well, I did the thing, so I know it
6:04works. So, it's not a confidence thing.
6:05I'm just telling you reality. So, this
6:07is me. Uh, yeah. Everyone's focused on
6:09how do I look charismatic, but the
6:11ultimate charisma hack is conviction,
6:14which is easy when you've done it. Yep.
6:16How do I become the next insert person
6:18here? Well, all you have to do is go and
6:20accomplish the really big thing that
6:22they did. That's the reason that
6:24everyone listens to them in the first
6:25place. Yeah. So, here's the thing.
6:29Hopefully, that's a call to arms and
6:31hopefully it's not intimidating. The
6:32very first thing you should do is decide
6:34what's the cool stuff that I'm going to
6:35work on and it's either stuff in your
6:36own business or your client's businesses
6:38and those are things you can talk about.
6:40So, if you've done things, talk about
6:41that. If you if you've helped clients,
6:44talk about that. And if you haven't done
6:46anything yet, choose the thing that
6:47you're going to do and share your
6:48lessons on the journey of doing it. So,
6:50I just started on YouTube about a year
6:52ago. And I've only just in the last few
6:54weeks started talking about it in
6:56public. Uh here in Australia, when you I
6:58pulled [snorts] this out of my Land
6:59Rover. Um when you're learning to drive
7:00a car, you get these L plates. And then
7:03once you get your license, you get P's
7:05like probationary.
7:07The first year I've been on
7:09[clears throat] my L's with YouTube. I
7:10haven't talked about it cuz I haven't
7:11done stuff yet. Now I'm like, I've got a
7:13license. I'm still not great. I don't
7:14have my full license, but I'm uh I've
7:17got enough to share someone a couple of
7:18steps behind me, and I'm just sharing
7:20what I'm learning in real time. So,
7:22whatever stage you're at, whether you're
7:23still learning, you're a bit more
7:25advanced, or you got your full license
7:26in whatever your topic area is, share
7:28that and be real. If you've helped a
7:30client with it, that counts. If you've
7:31helped yourself with it, that counts. If
7:33you've read some books, that probably
7:36doesn't count. So, stop trying to be a
7:37thought leader and instead lead and then
7:40tell us what you think.
7:43doss. Don't be viral, be useful. Picture
7:47your um your typical YouTuber or
7:50influencer type. You know, high energy,
7:52charismatic, jazz hands, some whatever
7:55they're called, LED glow lights in
7:58orange and teal. Now, picture Daniel.
8:01He's a business coach who helps regular
8:03Australian businesses with their stuff.
8:06He's not charismatic. He's kind of
8:08wooden on camera. uh on his videos. He
8:11stands in front of a whiteboard and
8:12talks about stuff like capacity planning
8:14and margin utilization or something.
8:17It's riveting, but he saw some of the
8:18stuff we were doing on YouTube and
8:19thought he'd give it a go. He's not
8:20flashy,
8:22but he's a good coach,
8:24and that's going to be important in a
8:26second, as you'll see. So, he's 2 months
8:27into YouTube, and he's he's not good
8:28yet. But yesterday, I got a text saying
8:30they got 57 booked sales calls in the
8:33last 30 days, which is way up on the
8:36average, and 51 of them came from his
8:39YouTube content.
8:40in month two. What's the lesson? Be
8:44useful, not viral. That kind of matters.
8:48And the way we do this, the way we come
8:50up with our content is by solving real
8:53problems.
8:56You don't need to be good at content.
8:58You just need to be good at the stuff
8:59that you teach. If you can get a client
9:01a result in real life, you can get
9:03clients from content, even if the
9:05content itself's kind of rough. This is
9:06the thing that I hate about the content
9:08space. We're so obsessed with the
9:10sizzle, we never think about the steak.
9:14Everyone's thinking about how do I
9:16package my stuff so that the most people
9:18will click on it.
9:20Forget about the packaging for a minute
9:23and think about the problem that you're
9:25here to solve. Because if you can solve
9:27an actual person's real problem, I would
9:29take a legit real useful answer to a
9:32problem I've got over some flashy video
9:33that tantalizes me but doesn't deliver
9:36every single day. Problem first, package
9:39second. That's the secret. So, how do
9:41you find them? There's a whole process
9:42that we use. I'm going to give you the
9:4460-cond version right now that'll get
9:45you started. Grab a sheet of paper, draw
9:48a triangle. In the middle, I just want
9:50you to put who you serve, right? Your
9:52market. People hire you because they
9:54want to go from,
9:57you know, where they are, some kind of
9:58problem to
10:01an outcome. So, on the bottom of the
10:02triangle, just put where you're taking
10:03them from, and on the top, where you're
10:05taking them to. Then if you think about
10:07it, there's probably three main things
10:08they need to work on to get there. Thing
10:11one, topic two, topic three. Big
10:14picture, they're your three. All I want
10:16you to do is set 60 seconds on the clock
10:18and go, okay, for thing number one, what
10:20are all the places where people get
10:21stuck? What are the steps I taken
10:23through? What are the problems that they
10:25need to solve? And then 60 seconds on
10:28the clock. Number two,
10:30number three. Guess what we've just
10:32done? We've made a list of problems
10:34which are the perfect videos for you to
10:36make to attract the clients you want.
10:38Will they go viral? Probably not. Will
10:41you get famous? No. But will you get
10:42paid? [ __ ] yeah. If you want to see this
10:44in action, it doesn't have to be sexy.
10:45It just has to be useful. You've clicked
10:46on this video for a reason. I'm sure the
10:48thumbnail was okay. I scribbled it out
10:50on my iPad late one night. Something
10:53about the topic appealed to you because
10:56you've got a problem. You're making
10:58content and it's not getting as many
11:00clients as you want. That's why you're
11:01here. Not because of the flash, because
11:02of the useful. But here's the great
11:04news. Now that you got these problems,
11:05you probably realize,
11:08dude, I've already got this content.
11:09I've said those words. And you have.
11:11It's in your coaching program. It's in
11:13your course. It's in the stuff that you
11:15work with uh with your clients all the
11:17time. And that's like that's the secret.
11:19Because we've done something and helped
11:21somebody, we can just take it from over
11:23here with my clients to over here with
11:26my prospects. Let me show you what I
11:28mean.
11:30For the last 17 years, every month,
11:33every Friday, I've taught a workshop to
11:35my clients in black belt and I've solved
11:39their problems and they love it. I take
11:41that content and once a month I run a
11:43public workshop. It's 100 bucks. People
11:45come, it's amazing. Blows their mind. I
11:47don't have to invent new content cuz I
11:48already shared it with my clients. Is
11:49good. Then I sit down to shoot a YouTube
11:52video like this or stand up in a dusty
11:54work workshop. Coming up with the
11:56content for YouTube is really easy. Why?
11:58because I've already said the words here
12:00and here, right? This YouTube video
12:04is taken from stuff with clients, taken
12:05with stuff from a public workshop. When
12:07I promote the workshop, I'm also going
12:08to write some emails
12:11and create some socials. So, I don't
12:13have to invent anything new. I just take
12:14something big and awesome that I do with
12:15my clients and I share chunks of it,
12:17pieces of it, slices of it with you. And
12:20to be honest, that's why you dig these
12:22videos. Not cuz they're cool, not cuz
12:23you love me, because they solve problems
12:25you've got. So, the goal is to be
12:26useful, not to be viral. But when you do
12:28it right, you'll be surprised how far
12:31this little video, this piece of content
12:32you created will go. I got this friend,
12:35he's amazing. His name's Caleb Rollston.
12:38Uh he's done a lot of cool stuff. Step
12:39one, when he started on YouTube about a
12:43year ago, his second ever video was a
12:46sixhour
12:48full course. It wasn't sexy, but it was
12:50incredibly useful. By the way, Caleb, if
12:52you watch this, I think you're sexy, but
12:56the video was just useful. Just just go
12:58with me. I don't want to ruin Caleb's
13:00self-esteem.
13:02He creates a 6-hour course and puts it
13:04for free on YouTube. Here's the crazy
13:06thing. A couple of days ago, that video
13:09ticked over 1 million views
13:12from a tutorial teach video. How did he
13:15pick the topics? He did what we did.
13:17This is the end result they want. What
13:18are the problems? I saw him post
13:21something on Instagram and uh it was so
13:24good I made a I made a poster out of it
13:26just so I can read this to you. This is
13:27what Caleb said. Stop writing content
13:29with the goal of getting the most views
13:30and start writing content with a goal of
13:32solving the biggest problems for your
13:33customers. When you do that, you win. I
13:36couldn't have said it better myself.
13:38Don't be viral. Be useful. You don't
13:40need views anyway. And when you do this
13:42right, you'll probably get them. And
13:43they'll all be from the people you
13:44really want.
13:48First, we do stuff so we got stories to
13:51tell. Second, we be useful so that the
13:53content is actually valuable. And third,
13:56even if there's other people saying the
13:57same stuff as you, it's really easy to
13:58stand out in a crowded marketplace. In
14:00fact, if you've ever looked at your
14:03space and gone, man, it's a lot more
14:04competitive in here than it used to be.
14:06It's a lot more crowded. That's the best
14:08news ever. That says there's demand and
14:10it also says that all of those dumb
14:11[ __ ] are all probably saying
14:13the same thing as each other, which
14:15makes it really easy for you to win. And
14:17all you need is a brick. I've already
14:19done a whole video about this, but I'll
14:20give you the cliffnotes version right
14:21now. Every single person in your
14:23marketplace, all of your competitors and
14:25all of your prospects are looking at the
14:28market through the same window. All the
14:31competitors are saying the same stuff,
14:32making the same promises, selling the
14:33same courses, repeating the same
14:35content, and all the prospects are
14:37watching it and following that same
14:38advice. So, the easiest way to cut
14:40through when everyone else is looking
14:41through the same window is to take a
14:43brick and throw it through it. What's
14:44the brick? It's the brick of a brand new
14:46idea. Not to try to be controversial or
14:48get attention, but to be contrarian, to
14:51have something unique and different to
14:52say. When you're contrarian, you end up
14:54getting a ton of attention because
14:55everyone else looks and sounds the same.
14:57How do you do it? There's a bunch of
14:58ways, but let me show you the easiest
14:59one. For each one of those problems that
15:01we picked, just make a list.
15:04Put them on the top and us on the other
15:08side. And then all we need to do is just
15:10make a list of everything that they uh
15:12say you should do and every everything
15:15that most of the people in your market
15:17are doing. Common advice and common
15:20practice. Just make a list. Especially a
15:24list of everything that you secretly
15:26think is kind of dumb. That's the
15:28secret. If there's stuff that you think
15:29is a bit cringe or immoral or not 100%
15:33above board or just plain stupid, make
15:35that list.
15:37They're our enemies, not the people, the
15:39concepts. And then all we need to do is
15:41go, hey, about that, what do I believe
15:44instead? Or what do I how do I do it
15:45differently? That stuff, that's your
15:48unique contribution to the space. And
15:49it's the stuff that's going to get you
15:50cut through. Well, let me color
15:51something in so you can connect a couple
15:53dots. When I map out one of these old
15:55ways, new ways, uh, us and them, them is
15:58bad, us is green. Does this look
16:00familiar from about 10 or 15 minutes
16:03ago? Yeah, I did that here. positioning
16:05gurus and coaches because the common
16:09practice is an easy target. So the
16:11secret to getting cut through once
16:14you've picked a great idea is really
16:15simple. It's to pick
16:19fights.
16:21Again, never throw shade at an
16:23individual. Just poke fun at the dumb
16:24idea. So how do you find the big ideas
16:26that will get you clients? It's really
16:27easy. Number one, do stuff.
16:30Two, be useful. Third, pick fights. Do
16:34that and you'll get all the clients you
16:35need. So, you're watching this video cuz
16:36you want to get clients from content and
16:38grow your business.