Make This Video and Get Clients From YouTube

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