I Rebooted A Dead YouTube Channel. Made $5M In 12 Months.

If you're posting on YouTube but not getting any sales, it's not your content. You don't need more views and it's not because you're ugly. I mean, even if you are, that's fixable. There's nothing Nothing that a paper bag won't fix. This time last year, I rebooted my dead YouTube channel. Had 2,000 subscribers, it's been sitting dormant for years with cobwebs. And the last year we've signed 165 high-ticket clients, made $5 million from a tiny channel. Not because the audience grew, but because I installed three bridges. So, in this video I want to show you what the three bridges are and how to use them to turn viewers into leads and leads into clients. Let's get started. But right now, you've got a problem. Your audience is over here on this island watching your videos. This is your viewers watching your content. That's great. The problem is that they're over here and you are over here on this other island. You and your offer. And no matter how much they watch and how no matter how much they love your content, they can't get to you. Problem isn't your content, the problem is that there's no bridge between the two. So, a year ago when I decided to reboot the channel, before I shot a single video, the first thing was like, "Well, I don't want to grow a channel. I want to grow a business. I'm not a YouTuber. I'm a coach who's using YouTube to grow their business." So, how on earth do customers happen? Most of the content here about YouTube is about the videos. But I want to have a conversation with you today about the business of YouTube. Not brand deals and merchant sponsorships and AdSense. How I get coaching clients from the videos that we produce every day. To get people from your content to your offer, we need to think like an architect. A really specific kind of architect. A marketing architect or what I like to call a marketect. So, as a marketect, our job is really simple. We need to build the bridge first and the audience second. So, many people on YouTube are focused on getting more views, getting more subscribers, building the audience. But imagine if we did that. You're over here with your offer and you build this massive audience stuck on this island over here. It doesn't help you at all and that's what happens to all of the people with big audiences and no way to convert. So what I want you to do, put 60 seconds on the clock and draw me a picture of your current sales funnel. How do we go from someone not knowing you at all, they bump into you on social, that's their very first interaction. How do we go from I don't know you to happy client paying you money. What's that timeline? You can scribble it out on your own, you can download my sexy worksheet here. Now that I've wiped the ant off it, let's get yours out. I asked 800 coaches to do this the other day on a workshop and then at the end we debriefed. And their sketches room one of four places. An embarrassing number of people couldn't tell me how it worked. It's like I don't I don't know, I just post stuff and hope for the best. Well, sorry to tell you this bubba, but hope's not a strategy. So that was the first group. The second group, it was a complete mess. They had 60 seconds, they ended up with spaghetti on a page, it was super super complex. There was no simple pathway from I've never heard of you through to happy client gives me money. A few people, not too many, but a few people, it was find somebody and cold DM them until they bought right away or told you to [ __ ] off, which happened more than bought right away. And almost nobody had a really simple, aligned path that mapped the customer's journey in one or two or three steps from I've never heard of you through to I want to give you money. That's where the bridge is coming in. So building a conversion bridge sounds really complicated, but it's really easy when you realize that there's three kinds of people who land on one of your videos. So you've got people who are cold. They're skeptical, they don't know you, they don't trust you. There's people who are warm. They're picking up your vibe and they want to go deeper. They're curious. And then there's people who are hot and primed and ready to buy. And there's two mistakes that we make. Most coaches either assume that every prospect is hot or we treat them like they are and they try to hard sell and people back off and like, "Well, this guy's a douche." And they bounce. So, we've got douche at one end and we've got nice guy at the other end. And nice guys finish last if they don't know what they're doing. So, they assume that everyone's cold and they're just going to shoot great content, love on people, nurture them, and hopefully eventually they figure it out. And they don't. So, the trick with getting the most leads and the most sales out of a YouTube video and out of your channel is really simple. We want to have a different offer for the cold people, the warm people, and the hot people. Cuz if we just have one offer, say the hot offer, it's great for the 2% of people who are ready right now, but you miss out on all the rest. There's an argument to be made for just doing a cold offer and getting as many leads as you can, but you can actually make sales directly from YouTube. In fact, every video that I've published over the last year, if you average it out, has got me three clients at 30 grand, like $96,000 per video for a year. And I've done it by deliberately having a bridge for the cold and a bridge for the warm people. Let me show you the three bridges and help you install yours. Let's start with the cold guys first. If someone's new to your world, the very first offer is just an exchange of something useful in return for contact details. In the old days, we'd call it a lead magnet, but nowadays, instead of a lead magnet, which is information dense, we just want to give people a quick result in return for a little bit of trust. So, instead of having one call to action in each video, what we want is a funnel for cold people and warm people and hot people. If you have to define a funnel, it's really simple. A funnel is just a series of easy yeses. And the moment we realize there's three kinds of people, each one of them has a next easy yes. The cold people, they don't know you, they don't trust you, and so the ask, the next step is going to be a baby step. The best baby step, the best next easy yes for cold people is a micro magnet. A micro magnet does the same job as a lead magnet You to used to do lead magnets were like um useful information. Nowadays, instead of giving them something to learn, we just give them something that gives them an instant result, usually in 2 or 3 minutes without really trying. Ideally, it's a tool, not a teach. In our world, the best micro magnets are AI-powered little tools that give people a quick win, a dopamine hit, an instant result. And when they do that, they've given you 2 minutes, they've got an outcome, they're coming back for more. So, the trick is whatever your video's about, let's give them a micro magnet about that. Something that helps us take what they've learned in your video and get a result easier, faster, and better than they could on their own or having just watched it. So, for example, we've been chatting about micro magnets. And there's a part of you that's like, "Okay, I kind of get it, but what's the perfect micro magnet for my audience?" Well, we built a little tool called the micro magnet suggestamatic. And what you do is you say, "I'm doing a video about this. What should my micro magnet be?" And it'll quickly suggest what it could be, what it's a you know, what it's about, you know, kind of what to put in it at a high level, and then give you some words to say to get people to want it. And if you want to get the micro magnet suggestamatic, there's a link in the description below and you can get it. There's no opt-in. You just have it. It'll be super useful. See what I just did? I did that. That's what you need to do. So, we've talked about the cold guys. I'm going to come back to the warm people. Let's go to the hot people for a second. You've got an existing sales process. This is the most important thing I want you to get. You don't need to invent a whole new sales process off YouTube. You've already got a way that you sell your stuff. You either sell on sales calls, or maybe you sell in the DMs, or maybe you sell like we do from an offer doc. Whatever your existing sales process is, that's where we want people to end up. So, that's a call or a DM or a doc. Can I give you a tiny piece of advice, though? Don't put that offer in your video. If there's three bridges, one, two, and three, in our videos, we invite people to take step one or step two, and we let step two sell three. Having a first step and a next step in your video is plenty, and if you do step two, step three will get you more, better, and more qualified people. So, we've talked cold, we've talked hot. Let's talk warm cuz this is where the magic happens. By the way, in a second, I want to show you exactly how our YouTube funnel is laid out. It's so good Alex Hormozi saw it. It's so elegant, it's so frictionless. He calls it the naked funnel cuz it's kind of invisible. I'll show you that in a sec. Warm. So, these guys are curious and they're checking you out. Here's what we know about them. They're in your target market or they wouldn't be watching your vid. They've got a problem that this video's about, so you can probably help them. And they like watching videos on YouTube. If you put all those things together, what do you reckon the best next easy yes for those guys might be? If you're thinking I don't know, but it's probably a video on YouTube, you're right. But not in the traditional way where it's like, "If you like this, this is the next video." No, no, no, we're not just going to leave it to chance or send them to some random video. We're going to design a video specifically to take warm people and make them hot. You can do whatever you want for warm, but for us, by far the most useful warm offer is a video that we call the microwave. If you've been around sales and marketing for a little while, you might have heard of a VSL, video sales letter. It's a VSL, but instead of putting it on a page somewhere, it lives on YouTube as a video. So, at the end of each video, we get to say, "Hey, and if you like this and you want this outcome, I shot you another video that'll show you how to get the result that I help people get." And the best part is, it's not just a pitch, it's a walk-through of your system for helping people get a result. If you want to see an example, there'll be a link in the description below. Ours is called the million-dollar plan, and it shows coaches exactly how we get them from six figures to seven figures step by step, the the whole road map, and a bunch of case studies and examples about how other people have used it. So, every one of our videos has an opportunity for somebody to take a baby step action or a next step action. After they watch this video and they know how cool it would be to work with you and how you get results, explaining your methodology and throwing shade at the bad medicine that the rest of the industry gives, people are going to be they're going to go from warm to hot in just one video. That's why we call it a microwave. That's its job. And at the end of that video, what's it going to do? Well, it's going to invite people to take the next easy yes, which for you might be to book a call. Now that they're hot, it might be to send you a direct message on Instagram or whatever your or might be to read your offer doc. That's how it works. So, YouTube's amazing, but I'm using it as a tool to grow my business and it fits inside a one-page marketing plan. This is the growth plan that we use with every one of our clients and we use it ourselves because we figure [ __ ] out and then we share it with our clients and now you get to have a a sneak peek. So, we call it the system. It's the pathway from cold to warm to hot. We've got lead generation for cold people. We use short-form content for that predominantly. Micro magnets are amazing for that and then a monthly workshop. The lead nurture piece, this nurture cycle is where YouTube predominantly fits for us. We think about it as middle of funnel, not top of funnel. Its job is to warm people up and get them to buy. Yes, when you get good at it, you can get audience growth and discovery, but if you're getting started like I am, I treat it like middle of funnel and it's paid off in spades. From there it goes into your normal conversion mechanism like your sales process. Um a sales call or an offer doc. If you're selling in the DMs, that's in here. To your offer and we're either selling a hero program, something short like a course, or monthly recurring revenue, something long like a coaching program. So, somebody's on your long-form video and we're giving them two options. If they're just meeting you, let's get them into a a micro magnet so they can exchange contact details and trust you. This is kind of sneaky. It's a bit advanced, but it's dope. Um most of our micro magnets are GPTs and you know the thing that happens with AI when you ask it a question and it helps you and then it's really helpful and it suggests the next helpful thing, kind of like the next easy yes. When you go through one of our GPTs or when a prospect goes through one of yours, at the end, it'll because it's a helpful little robot, it'll say, "Hey, that was great. We've done this. Would you like to do this next?" If you're smart, like we are, we program it so that the next thing it offers to help with is in your microwave video. So, it's like, "Hey, we've just done this. The next step is that. Would you like some help?" Cool. "We'll talk to you. We'll show you a video about how to do that." It's the million-dollar plan, the microwave that I just told you about a second ago. 30% of the people who land on our VSL come from ChatGPT. From filling in one of like going through the one of these microwaves, getting a great result. They're all excited. They love it. And they say, "Hey, would you want to do this?" And they're like, "Yep." And so, that's sending traffic back to the microwave. So, we've got one path which goes to micro magnet and then back to VSL. And the second bridge, the one we talked about right here, is straight to the microwave VSL itself. From there, they're going to go wherever you want them to go. Uh if you sell with calls, it'll book calls. If you want them to DM you, it'll get them to DM you. If you want them to go straight to the offer doc, it'll do that, too. So, let me show you my YouTube channel, the way I see it as a marketeer. So, we're going to zoom out and look top-down at the system in action. This is what I built before I shot my first video. Remember? We build the bridge before we build the audience. So, the most important video on my whole channel is this one microwave video. As I said before, it's the one that takes people from warm to hot. And I think about my YouTube channel a bit like an octopus. Every week, I shoot a YouTube video solving one of the core problems that coaches in my space have. Every week, for the last year, I've shot something useful. Each one of those videos is like a tentacle, and its job is to bring people back to the mouth. I know it's a creepy metaphor. Forgive me. But that's how it works. Every video brings people back to the one place I want them to go. All roads lead to Rome. If people are cold, well, guess what? You We already know where they can go. They can go get the micro magnet. Now, in our world, our conversion process is interesting. We haven't had a sales team for a year and a half almost. Uh so, there's no one to um no one to book a call with, so we don't do that. In our world, the end of the process is somebody reads a simple two-page document which says, "Here's how the program works. Here's how we get your results. Blah blah blah." So, my job is to get people to want to read that thing. And when they read it, then they apply, and if they're accepted, they're a new client in Blackball, for example. So, video to microwave, they understand how the program works. They just want to see the the details. At the end of the video, there's a really weird little set of instructions. If this has been helpful and you'd like some help implementing the plan you've just got, find me on Instagram and send me a message with this secret word. I'm not going to tell you what the word is. You can watch the video yourself and discover it. If you want to go further, you can send me a message. They send me the code word, and then we've got a really simple automation set up to ask a couple of questions and make sure that we can help them. Like, they're in our target market. They've got the kinds of problems that we can help them solve, and that they're at the right stage of business for this particular thing. And if they are, it sends them the doc, and away they go. I was in um California a couple of weeks ago hanging out with the Homozies, Alex and Leila. Great great I've known them for a long long time. They are just as great as they are on video, that's how great they are in person. Probably just a little bit more funny in person. And they're good dudes. Anyway, so Alex and I have been chatting about YouTube for the last year since I set it up, and he's in love with it. He called it the naked funnel, and I think it was a cool name. Um but now I've got naked octo- octopi, and it that's all weird. Anyway, what I what he loved about it is that there's no pages in this funnel. There's not steps. It doesn't feel like a funnel at all. It feels like the next easy yes all the way through. It's super frictionless. The only weird bit is that they found me on Instagram, but that's just because you can't message people on YouTube right now, and if that ever changes, maybe we'll change it. You don't have to follow this naked funnel exactly with the DM, the secret keyword, and all that stuff. But, if you're out here posting YouTube videos every week or two or even more often, and you don't have a bridge, why? What the hell's that about? If you just want to be famous, cool. But, I'd rather get paid and then get famous. So, the one thing I'd like you to build first from this whole process is your microwave BSL because then finally, you'll have a clear process for taking people from I don't know you to happy client giving you money. Don't do that offer any videos. It gets old real quick. Let your warm sell your hot. So, I was on a workshop the other day, and I taught this to a group of coaches, and a guy was like, "Okay, does this still work if I'm only getting like 50 or 100 people to watch my stuff?" I'm like, "Of course." We look at what the gurus are doing and the kind of views they do, and it like it's intimidating. But, if you forget that they're people watching a YouTube video, and you imagine them as people who like came to visit you at an event, like 50 or 100 people in a room, dude, that is great. It doesn't matter how big the audience is or how many views you've got. What matters is when they get there, we've got a place to take them. I'm really grateful that before I started shooting videos every week, I started with the end in mind like an architect, and was like, "Okay, I'm going to do YouTube. I don't want to grow a channel. I want to grow my business, and I need a simple pathway to take them from sitting on their island, watching content, and loving it to coming to my island, hanging out, and actually doing the stuff." If this has been useful, here's two next easy yeses for you. The first one, if you haven't already, build yourself a micro magnet. Use the micro magnet suggestion magic to come up with a great topic and idea and how to talk about it in your videos, there's a link down below. And if you want to see a microwave in action, just to get the structure, and learn how I we might work together to do a little bit of magic, then you know what to do. It's called the Million Dollar Plan. It's a great video, super useful, full of case studies and how-tos. It'll give you the whole road map. You can run the plan on your own, that's totally fine. If you want to work with us to help you do it faster, that's cool, too. And at the end you'll find the secret code word you can message me if you like. Links down below. This has been really fun. We're losing the light, so let's get out of here and call it a day.