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Once You Learn Psychology, YouTube Becomes Embarrassingly Simple — Transcript

by Jake Trinder · 6,449 words · 970 segments · language en · Watch on YouTube

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0:00Once you understand the psychology
0:02behind YouTube, the platform becomes
0:04embarrassingly simple. You see, most
0:06people think succeeding on YouTube is
0:07about figuring out the algorithm, but
0:09the algorithm isn't the one deciding
0:12whether to click your video. The
0:13algorithm isn't the one that gets bored
0:15and stops watching. The algorithm isn't
0:17the one that trusts you and subscribes
0:18to your channel and buys your product,
0:20either. The viewer does. All the
0:22algorithm can really do is measure those
0:24viewers' decisions and scale the
0:26response of those viewers, which means
0:29your idea, title, thumbnail, editing,
0:31and call to action if you have one,
0:33aren't really separate algorithm
0:35tactics. They're all different ways of
0:37influencing the psychology of the person
0:40on the other side of the screen, which
0:41is the viewer. And across every single
0:43YouTube video, there are four key parts
0:46of psychology you need to get right if
0:48you want to grow your channel. If you
0:50get any one of them wrong, it creates a
0:51bottleneck, and it can stop the entire
0:54video from performing. And that's
0:55regardless of how well you do everything
0:57else. But, once you understand all four,
1:00you can look at almost any single video
1:02that you make and identify where exactly
1:05the bottleneck is and know which part
1:07you actually need to fix in [music]
1:08order to get your channel to blow up.
1:10Now, if you don't know who I am or why
1:11you should listen to me, my name is Jake
1:12Trinder, and I'm the guy behind the
1:14scenes running YouTube channels for some
1:15of the biggest [music] creators and
1:17online businesses and brands in the
1:18world, including Gary Vee, Ali Abdaal,
1:21as well as many others. I built multiple
1:23YouTube channels from zero to over
1:24$100,000 per month completely
1:26organically from scratch, and everything
1:28I'm about to show you comes from the
1:29[music] actual videos and data behind
1:31those results. So, in this video, what
1:33I'm going to do is break down all four
1:35parts of YouTube psychology and give you
1:37a simple way to identify [music] what is
1:39actually stopping your videos from
1:41performing the way that you want them
1:42to. Starting with the first part, which
1:44is demand psychology, [music] or more
1:46simply put, do they actually care?
1:48Because if somebody doesn't care about
1:49the video in the first place, there is
1:51no reason for them to click it, let
1:53alone watch it. You can create the
1:54nicest-looking thumbnail on YouTube, but
1:56if nobody cares about the actual video
1:58in the first place, nobody's going to
2:00click it. And if they never click, they
2:02can never watch, subscribe, watch
2:04another video, or become a customer. And
2:06so, everything downstream has been cut
2:08off before even gets a chance [music] to
2:10work. When people say the video idea is
2:13the most important part of a YouTube
2:14video and growing your channel, that is
2:16the reason why. Because the demand
2:19around the video idea in the first place
2:21is what dictates whether the video can
2:24even succeed at any layer below it. So,
2:26first, understand the target market
2:28you're making the video for, who the
2:30viewer is, the outcome they want, and
2:32where they are in terms of awareness,
2:34which means what they understand and
2:36what they value enough to give attention
2:39to. When you genuinely understand your
2:40target market properly, you're able to
2:42form a hypothesis about what they
2:43genuinely care about and what they
2:45actually might watch. But, at this
2:46point, it's still a hypothesis. So, to
2:48turn that hypothesis to a fact and know
2:51that the viewer cares about it and know
2:53that there's demand around it, with
2:54every video you want to validate the
2:55demand around the topic, and [music] you
2:57want proof of that specifically on
2:59YouTube, nowhere else, not on LinkedIn,
3:02not on paid advertising, not in blog
3:04articles, on YouTube specifically,
3:07organic traffic. Because it's very easy
3:09to come up with a topic that logically
3:11makes sense for your target market, but
3:13that doesn't mean that people actually
3:15want to watch it on YouTube. Literally,
3:16all you have to do to validate this
3:18demand is go to YouTube, search the
3:20topic, and look [music] at several
3:21recent comparable videos from relevant
3:24channels in the niche. And you want to
3:25be asking what amount of views did it
3:28typically get? What does the realistic
3:30upper end of that look like? And would
3:31that amount of demand actually be enough
3:34for what you're trying to achieve in
3:35[music] terms of growth, but also in
3:37terms of getting buyers? Now, to
3:39emphasize, the word recent matters a lot
3:41here, because you're trying to
3:42understand what this viewer is choosing
3:44to watch right now, which can change
3:46incredibly quickly in a niche, for
3:48example, like AI. And another thing
3:49that's important but heavily overlooked
3:51when assessing demand around something,
3:53is check where the traffic is coming
3:55from. Click on the video, look at the
3:57comments. Does the amount of comments
3:59look skeptical for the amount of views
4:01the video has? There's also free
4:02extensions you can use like ViewStats
4:04free extension, where it shows you the
4:06shape of the view graph. So, you can
4:07look at it and see, does this look like
4:09it's had maybe paid traffic or external
4:11traffic pushed to it? Because we don't
4:12care about videos that have 2 million
4:14views, but 2 million of those views came
4:16from paid ads. Now, when we find that
4:18evidence of demand and significant
4:19amount of it, those views are behavioral
4:22evidence of care. That first piece that
4:24we need. If we're seeing repeated recent
4:26performance around a given topic, that
4:28is a far stronger signal than just one
4:30old video or random outlier. Now, what
4:32if the demand doesn't exist around the
4:35exact thing that you want to discuss and
4:36make videos around? Now, this doesn't
4:38necessarily mean that the information
4:40isn't useful, but what it does mean is
4:42that you have an extra psychological
4:43job. You need to make it relevant to
4:45something the viewer already does value.
4:47Let me give you a real example with a
4:49channel that we're running right now.
4:50So, we have a client called Tessa, who
4:52helps women with insulin. And these
4:54women want help with their insulin
4:55levels in order to achieve outcomes like
4:57better health and fat loss. Now, as I
4:59said, Tessa's main selling point was
5:01insulin. That was her main
5:02differentiator and what she specialized
5:04in and that's what she told me when she
5:05came on board. But, the problem was that
5:07most of the market just simply wasn't
5:09aware of insulin as the mechanism
5:11[music] and they just didn't demand that
5:13content out directly. And compared to
5:15things like fat loss, they just simply
5:17didn't place anywhere near the same
5:19value on understanding insulin. So, if
5:22we simply led with a clinical video
5:24about insulin resistance, we'd just be
5:25asking them to care about the mechanism
5:27before actually showing them why it
5:29mattered [music] to the outcome they
5:30wanted. They wouldn't have resonated
5:32with that as the topic, because at this
5:34stage, they didn't even know they cared
5:35about it. Some of them might have not
5:37even known what insulin was. So, instead
5:39of trying to get videos to succeed that
5:41pretended [music]
5:42that people cared about this thing that
5:43she did specialize in, instead what we
5:45did was we repositioned it. We made
5:48videos around what they genuinely cared
5:49about, fat loss, and we used insulin as
5:53a unique mechanism. So instead of making
5:55videos around a topic that didn't have
5:57demand, we used the topic as a way to
6:00differentiate for this broader in-demand
6:03topic, which was fat loss. This super
6:05competitive topic, which otherwise would
6:07have been hard to stand out in, we
6:08leveraged insulin, this new unique
6:10mechanism that not a lot of people would
6:12have either known or understood to drive
6:15curiosity to get [music] them to click
6:17and choose our video over all of the
6:19others. The first video we did on this
6:21was if you don't understand insulin, you
6:23don't understand fat loss. We discovered
6:25a proven title format, which I'm going
6:26to discuss in a bit by the way, which
6:28was if you don't understand X, you don't
6:30understand Y, where X is typically the
6:32thing that they either don't know or
6:34aren't putting their attention towards
6:35and they definitely don't understand,
6:37and Y is the actual outcome that they
6:39want. [music] And it makes sense why
6:41this format works because they don't
6:43understand X, but they want Y, and so
6:45they feel the need to click to
6:47understand X. [music] And bearing in
6:49mind Tessa was pretty much starting from
6:50zero, and that was one of her first
6:51videos, that video has now done over
6:53130,000 views, probably much larger at
6:55the time of publishing this. But more
6:57importantly, her calendar has been
6:58absolutely full. In fact, I might be
7:00able to play a clip of Tessa right now
7:02so you can see the impact that that
7:03video has had on her, as well as the
7:05other ones that we made around it. It
7:06was like almost like a switch turned,
7:08right? Like all of a sudden, people
7:09piling into my world, booking
7:11appointments,
7:13um and I'm like, this is amazing. Very
7:15[music] palpable change in people coming
7:18into my CRM, people booking calls. Like
7:20literally this week I am fully booked.
7:23So before you approve any idea, define
7:25the viewer [music] and the outcome, and
7:26then search the topic and establish what
7:28several recent comparable videos
7:30normally get. If the demand is there,
7:32then build around it. And if the demand
7:33isn't, then choose another idea or
7:35connect it to a subject that the viewer
7:38actually already values. Please do not
7:40sit in a room deciding what people
7:41should care about. It's [music] not
7:43going to change anything. Find
7:44behavioral evidence of what they already
7:46care about or accept the extra job of
7:49making the relevance [music]
7:50obvious to them. And this is why the
7:52idea dictates everything downstream. It
7:54determines [music] the demand that
7:55you're trying to capture, what the title
7:57and thumbnail need to communicate, and
7:59also what the video has to actually
8:01fulfill in order to get pushed by the
8:03algorithm, which is really the viewer
8:04deciding now. But even when the demand
8:06is there, your video is still sitting
8:08beside every other video competing for
8:10the same [music] viewer. And so that
8:12proves people want the subject, but it
8:14doesn't give them a reason to choose
8:16your video over everyone else's. And
8:17that is where choice psychology comes
8:19into things. You see, if you think about
8:21YouTube, it's a winner-take-all
8:22platform. If somebody searches for a
8:24given topic, YouTube might give them 10
8:26different videos about essentially the
8:28exact same thing, but they can
8:29physically only click on one at a time.
8:31So the question isn't just is this a
8:33good title and thumbnail, it's compared
8:35to everything else in front of them, why
8:37would they choose yours over everyone
8:40else's? Demand tells you the attention
8:42exists, but the packaging determines how
8:44much of that attention your video
8:46actually captures. [music] And so the
8:47question that you need to answer is how
8:50do you know which title and thumbnail
8:52they're actually more likely to choose?
8:53You [music] simply look at the choices
8:56the same or similar viewers have already
8:58made. Let me explain. If a certain
9:01framing of title, for example, has
9:03repeatedly made those people click, that
9:05is behavioral evidence that it
9:06resonates. A title format is simply a
9:08repeatable way of packaging [music]
9:10different topics around the same
9:12underlying reason and psychology of
9:14clicking. So for example, how to get an
9:17outcome so fast it feels like cheating.
9:20This is a real title format that's mega
9:22successful on YouTube and proven across
9:23many different niches. As you can see,
9:26the outcome in the middle is variable,
9:28it can change, but the psychology
9:30underneath why this title works stays
9:32similar, which is that it makes the
9:34result feel unusually fast, easy, and
9:36almost like an unfair advantage, like a
9:38cheat code. Before we get ahead of
9:40ourselves, though, that doesn't mean you
9:42can just copy the words. You need to
9:43understand why they worked and whether
9:46that reason genuinely meshes with what
9:49your viewer wants. Because a mistake I
9:51see a lot is seeing a title format that
9:53is genuinely successful and a proven
9:55format that works very, very well in
9:56some niches. And people try and take
9:58that over to their niche, but the
9:59reasons as to why it worked in that
10:02niche do not transfer over to their
10:05audience. Because the psychographics and
10:07the viewing behaviors of those audiences
10:09are entirely separate. For example,
10:11people have taken videos from the
10:12entertainment niche, like Mr. Beast's $1
10:15versus $1 million,
10:17>> [music]
10:17>> and taking it over to the educational or
10:19business niche, and it completely flops
10:20for the educational and business
10:22channels [music] because they are two
10:23completely different audiences with
10:24different preferences, and their brains
10:27>> [music]
10:27>> work differently. Now, to give you an
10:29example, we had already validated demand
10:31around losing visceral fat for our
10:33client Dr. Shawn O'Mara. This is another
10:35channel that we run. But we still needed
10:36to give those viewers a reason to choose
10:38his video over the thousands of others
10:40that it would be competing against, cuz
10:41that is a very competitive topic.
10:43Essentially, again, fat loss, [music]
10:44visceral fat, a little bit more niche,
10:46but these videos were getting millions
10:47of views still. So, we had to figure out
10:49how to stand out. So, what we did is we
10:51found videos like how to [music] study
10:52so fast it feels like cheating, along
10:54with the same format working across
10:56many, many other niches as well. Very
10:58proven format, but hadn't been done in
11:00his niche. And when I was doing this
11:01research to find these formats, [music]
11:03it wasn't so that I could find some
11:04magic words that I could copy. It was
11:06understanding the actual psychology
11:08behind why those words worked and if
11:10that would also transfer over to our
11:12audience. Which, when you think about
11:13the person who wants to lose visceral
11:15fat, it most definitely does. Because
11:17visceral fat is dangerous. They don't
11:19just want to lose it, but they want it
11:20gone as quickly as possible. Ideally,
11:22they'd literally delete it right now.
11:24So, naturally, the so fast part of the
11:26title speaks directly to that agency.
11:28And the feels like cheating part makes
11:30it sound easy, like there's some
11:32unfairly effective cheat code they don't
11:34currently know. And by the way,
11:35everything I just went over in terms of
11:37finding proven titles, so you know what
11:39your viewers will resonate with, goes
11:40the exact same for thumbnails. So, if
11:42the thumbnail for one doesn't get the
11:44attention of your target market and
11:46immediately resonate with them, then
11:48knowing that this video is for them,
11:49[music] and two, making the idea clear,
11:51so the value proposition of what they're
11:53going to get out of the video isn't
11:54[music] at least implied very clearly
11:56enough to get them to read the title,
11:58then you're probably not going to win
11:59the view. Because they didn't even see
12:00the title in the [music] first place.
12:01So, instead of getting that result, what
12:03we did to make sure our thumbnail was
12:05the one that grabbed the attention over
12:06all of the others and actually got
12:08clicked on is we used bright red blocks
12:10with large white [music] text against a
12:11dark background. And then we used a
12:13simple male before and after
12:15transformation from fat to shredded
12:17because the audience is predominantly
12:19male and Dr. Shawn in medical scrubs on
12:21[music] the left. The reason why we used
12:22the red blocks with the white text is
12:24because this was working across all of
12:25YouTube, [music] very proven thumbnail
12:27format and way of having text in
12:29thumbnails. Diary of a CEO, one of the
12:31most successful podcasts, was really the
12:32one that pioneered it and then many
12:34others have taken it across [music]
12:35different niches. The visual
12:37transformation from fat to shredded
12:38obviously immediately grabs the
12:40attention of the target market because
12:42it's literally visualizing the dream
12:43outcome that they want. And then Dr.
12:45Shawn in medical scrubs immediately
12:47registers in the viewer's mind that he
12:48is a doctor and therefore he is an major
12:51authority to be able to speak on the
12:53transformation that they want to achieve
12:55that is right beside him in that [music]
12:56thumbnail. So, before they've even
12:58properly read anything or saw the title,
13:01their brain can recognize the problem,
13:02the transformation that they want, and
13:04the fact that it's coming from a doctor.
13:06And none of that is random, it's
13:08psychology, patterns, and [music]
13:10branding. That video is now done over
13:11700,000 views and counting, but more
13:14importantly, [music]
13:15using videos like this for Dr. Shawn, we
13:17took him from roughly 1,000 views a day
13:19to over 100,000 views a day, all
13:21long-form views organically in less than
13:23a month [music] from just a few videos.
13:25And even more importantly for his
13:26business, it generated so much demand
13:28that in their own words, it literally
13:30broke [music] their email marketing
13:31system. So, find several strong videos
13:34the same or similar viewers chose, then
13:36work out what they responded to. Speed,
13:39ease, [music] certainty, novelty,
13:40transformation, or an unfair advantage.
13:43But when you do this, you still need to
13:44understand what made them want the
13:47outcome in the first place. You need to
13:48test whether that reason fits your
13:50viewer and topic, transfer the
13:51psychology, not merely the words, and
13:53then judge the finished package beside
13:56the alternatives that you're competing
13:58against. So, to make this crystal clear,
14:00demand psychology tells you what the
14:02right viewer already wants. Choice
14:04psychology is how you turn that existing
14:06demand
14:07>> [music]
14:07>> into your click. Before you publish any
14:10video, in fact, before you actually make
14:12the video, ask the question, does my
14:14title and thumbnail give the right
14:15viewer a clearer and more compelling
14:18reason to choose this video than
14:20everything else around it? Because the
14:23moment they choose it, you've created
14:24[music]
14:25an expectation in their head. So, now
14:27the actual video has to prove that they
14:29made the right choice. And that is where
14:31consumption psychology comes into
14:33things. The moment somebody clicks on
14:35your video, the title and thumbnail have
14:37created this expectation. And now,
14:40they're looking for evidence they made
14:41the right choice or every reason to
14:43click off. If the hook and opening feels
14:45like the promised video, they're going
14:46to continue. But if it feels confusing,
14:48slow, or like you clickbaited them, then
14:51they're going to click off. So,
14:52achieving that click and getting that
14:53from the viewer doesn't mean that the
14:55choice is over. It just changes the
14:57question from which video should I watch
14:59to should I continue watching this one
15:01specifically? And so, choice psychology
15:03gets them to choose your video.
15:05Consumption psychology keeps confirming
15:08they made the right choice throughout
15:10the entire viewing experience, hopefully
15:12right until the very end. Now, the way
15:13we normally structure the hook is really
15:15simple. Promise, proof, plan. You want
15:17to reaffirm the promise so they know
15:19they're getting what they clicked for,
15:20and you want to back it up with proof so
15:22they can trust that you can actually
15:23deliver on that promise, and then you
15:25give them the plan, which is essentially
15:26the value proposition of what you'll
15:28show them, and why it's worth
15:29continuing. Basically, giving more
15:31clarity behind the promise itself. And
15:33so, they [music] can wrap around in
15:34their head, "Okay, I can genuinely see
15:37how they're going to help me achieve
15:39that promise." During the hook, you're
15:40answering three questions in their head.
15:42Am I getting what I actually clicked
15:43for? Can this person actually deliver
15:46it? And is the rest of this video worth
15:48my time? Do I feel genuinely confident
15:50in that? That's four questions, but the
15:52last one's not a real one. But, to be
15:53clear, this does not just apply to the
15:55hook. It applies to [music] the entire
15:57viewing experience. Take this video that
15:58we made for Glenn Cokager, for example.
16:00Speedrunning cold calls from $0 to first
16:03sale, brackets I show everything. You
16:04can see we used this raw thumbnail and
16:06this casual lower case title, [music]
16:08and that was because that was what we
16:11found was proven from where we got that
16:13idea from, which is a whole separate
16:15video. But, this was the expectation
16:17that we set. The speedrunning part makes
16:18it this fun challenge, and the $0 to
16:20first sale gives a clear start and
16:22finish, and the I show everything says
16:25that there won't be any gaps. It almost
16:27gives this impression of raw, I'm going
16:28to show you absolutely everything. So,
16:30in fact, [music] it directly what it
16:31says. And so, I knew that when we made
16:34this video, we needed to meet the
16:35viewers' expectation. And so, that's
16:37what we did. We made it a 2-hour raw cut
16:38video, where from start to finish, he
16:41built the campaign, he made the calls,
16:43he booked the meetings, he did the
16:45handoff, and then he gets paid. And he
16:47literally shows the entire thing in a
16:49very raw nature. The editing is very
16:52crappy [snorts] on purpose and very
16:54amateur, as if he edited the video. And
16:56so, it really met that expectation of
16:57the viewer, and he actually achieved the
16:59outcome. So, it wasn't clickbait. It
17:00would be very easy and common to think
17:02that it would need to be a shorter, more
17:04edited video. But, a polished 50-minute
17:06breakdown wouldn't have felt like
17:07[music] that raw start to finish
17:09experience that the viewer actually
17:10chose. And so, the point isn't that raw
17:12editing or 2-hour videos automatically
17:14retains the audience better. In fact,
17:15probably doesn't. But, it's that the
17:17title, the thumbnail, the hook, the
17:18structure, the delivery, the editing.
17:20All of it [music] needs to feel like the
17:22same video that they actually wanted.
17:24Every single part, every single moment
17:26should keep confirming, yes, this is
17:28exactly what I clicked for. And one
17:29thing I want to make clear is that
17:31people massively overcomplicate
17:33retention. They add open loops, pattern
17:35interrupts, complex storytelling
17:36metaphors, and flashy editing without
17:39actually asking whether the viewer wants
17:40any of it. And a lot of the time, it
17:42actively makes the video worse for the
17:43viewer, especially in educational
17:45niches. A younger viewer exploring a
17:47broad competitive market like drop
17:49shipping, for example, might have
17:50genuinely want more entertainment,
17:52faster editing, visual movement, and
17:54curiosity [music] in the video, and less
17:56value. But, the founder of an
17:57established business who clicks on a
17:58specific tutorial because they need an
18:00answer to a real problem that they have,
18:02probably wants proof, and clarity, and
18:04direct steps to the outcome that they
18:06[music] want. You can force the same
18:08retention tactics into both videos, and
18:10the second one can feel overproduced, a
18:12waste of their time, and make you harder
18:14to trust. So, do not ask what retention
18:16tactics should I ask. Ask instead, how
18:19does this particular viewer want to
18:21consume this particular idea? That's the
18:23right question. Now, before you script
18:25the video, you want to write down the
18:26experience your title and thumbnail
18:27promise. Map the shortest sequence that
18:30delivers on it, and then choose the
18:31delivery and editing around the viewer
18:33and format. [music] If the title,
18:35thumbnail, hook, structure, delivery,
18:37editing don't all feel like the same
18:38video, then you need to fix the part
18:40that breaks that expectation and go
18:42through that loop. And once you go
18:43through that loop, and you feel
18:44confident, then you've got a good plan
18:46for the video, and you can go ahead and
18:47record it. And again, retention isn't
18:48the goal. The Glenn Coco video is more
18:50than 2 hours long and has roughly 6%
18:52retention. [music]
18:53So, if you judged it purely on that
18:54number, you'd think the video was
18:55absolutely terrible. But, it reached
18:57roughly 300,000 [music]
18:58views to date, and then the next speed
18:59running video that we doubled down with
19:01also got 300,000 views. And then, those
19:03videos generated hundreds of thousands
19:05of dollars in deals. The first one,
19:06which was the first video on the channel
19:07from company zero, made $100,000 in the
19:09first 30 days, and that channel,
19:11launching it from zero with only 12
19:13videos in the first 6 months, made over
19:14a million dollars within that time
19:16frame. And now it's gone on to generate
19:17much, much more.
19:18>> We have just about a million dollars
19:21attributed to YouTube. [music]
19:22>> Um, so clearly 6% retention didn't mean
19:24the viewers were dissatisfied. The goal
19:26here is viewer satisfaction. Did the
19:28video meet the expectation, [music] give
19:30them the experience that they wanted,
19:31and leave them better off? That said,
19:33quality and delivery do still matter
19:35because the video needs to be
19:37comfortable to actually watch. [music]
19:38If you read robotically from a
19:40teleprompter and the viewer feels
19:42awkwardness and wants to leave, I mean,
19:44the video's just not going to succeed,
19:45is it? Nobody wants to watch that. So,
19:46consumption psychology isn't about
19:48forcing somebody to watch every single
19:50second. What it is is about giving the
19:52right viewer such a fitting, [music]
19:53valuable, and satisfying experience that
19:55they feel choosing your video was
19:57actually worth it. That said, and don't
19:59get me wrong, that gets you super far,
20:01but even a completely satisfied viewer
20:03can finish the video and never do
20:05anything afterwards, [music] which
20:07really when you think about it is quite
20:08pointless if that is what actually
20:09happens. And so, this is where
20:10conversion psychology comes into things.
20:13And this is the final piece of the
20:14puzzle. Most people give the viewer a
20:17ton of value, and then they'll randomly
20:19stop 8 minutes in just to promote a
20:21newsletter or book a call. Up until
20:23then, they've been giving, but then
20:25suddenly it feels like they're trying to
20:27take the viewer's [music] email, time,
20:29or money. And so, there's a real
20:31psychological mechanism behind this
20:32called persuasion knowledge. Basically,
20:35what this means is that the moment that
20:37somebody recognizes that you are trying
20:39to persuade them, they stop only
20:41thinking about what you're saying, and
20:43they start questioning why [music]
20:45you're saying it. Are you recommending
20:46this because it's best for me or because
20:48you want my email or money? And this is
20:50why normal calls to actions feel so
20:52icky. The mistake is treating it like
20:54payment the viewer owes you for the
20:57value that you've already gave them.
20:59That's not how it works, and that's not
21:00how the viewer sees it, that's for sure.
21:01That's what a bad call to action looks
21:03like, that can actually kill your video.
21:04But, the reframe to make the best calls
21:06to actions is actually super simple.
21:07Because the best call to actions keep
21:09giving value. The action becomes the
21:12most useful next step for what the
21:14viewer now wants. A really good example
21:16of this is a video that we made for a
21:18client Instantly AI. We made this video
21:20called Watch Me Start and Sell a
21:21Service. This video made hundreds of
21:23thousands of dollars single-handedly,
21:25completely organically from YouTube. And
21:26what we did is we started and sold a new
21:28service from scratch, and we tried to
21:30get somebody to pay us within a 10-hour
21:31timeframe. That was the challenge. And
21:33after creating the offer and the
21:34pricing, we [music] needed clients. And
21:36so the whole narrative that we took was
21:37that paid ads and content would have
21:39just taken too long [music] to crack.
21:40And so the realistic option was cold
21:42email. Because cold email you can turn
21:44on right now, you can send as many
21:46emails as you want, and it's a game of
21:47math. You send enough emails, enough
21:48people reply, you book enough calls, and
21:50if you take your close rate into
21:51consideration, you close the deal. But,
21:54the problem with cold email is that
21:56domains would normally take around 2
21:57weeks to warm up. This thing with cold
21:59email marketing, you need to warm up
22:00your domains in order to land in the
22:01inbox. And we only have 10 hours, so
22:03that wasn't going to work. And so
22:04basically, we intentionally put
22:05ourselves in this pickle where, well,
22:07there's no way we're going to be able to
22:08do this challenge. But, funny enough,
22:10Instantly had just released pre-warmed
22:11domains that we could use immediately
22:13and skip the entire warm-up process.
22:15This was a new feature that Instantly
22:17just [music] released, and they wanted
22:18to tie into a video in order to promote,
22:20and we had to figure out how to do it.
22:21And that's actually where this idea
22:22stemmed from. And then it just became a
22:24super viral video that made them
22:25hundreds of thousands of dollars, which
22:26is pretty nice. Within the story, it
22:28basically became the only realistic way
22:30to complete the challenge. And so we
22:31didn't interrupt the video to promote
22:33it. The viewer understood the problem
22:35that we had, they [music] saw Instantly
22:37become the solution. By then, the viewer
22:39just wants us to complete the challenge.
22:40They're bought in. And so the feature
22:41almost becomes one of the heroes of the
22:44video because it enables the outcome
22:46that they [music] clicked to see. And so
22:47it had the complete opposite effect of a
22:49normal ad. The comments literally called
22:51it the best advertisement they'd ever
22:52seen. Hundreds of people were agreeing
22:55with this, and while also talking about
22:57how much they actually loved the video,
22:58too, whilst [music] it being an ad,
22:59which is, honestly, pretty unheard of.
23:01I've never really seen that happen
23:02before. That one video generated
23:03multi-six figures in [music] attributed
23:05revenue directly through the tracking
23:06links in the description, and it was one
23:08of the videos that helped instantly add
23:09over a million dollars on your recurring
23:10revenue organically from YouTube.
23:11[music] And that product converted
23:13because it made the video better. It
23:15solved a real problem, completed the
23:17story, and helped fulfill on the exact
23:19promise that the viewer clicked for. So,
23:21if you sell a product or software, don't
23:23start by asking, "How do I promote my
23:24product?" Start with the outcome
23:26>> [music]
23:26>> that the viewer actually clicked for.
23:28Map its real constraints, and then find
23:30where your product genuinely makes it
23:32possible, easier, faster, or better,
23:34[music] genuinely. Then you want to help
23:35the viewer understand why it belongs,
23:38and then show it doing the useful job.
23:40Just demonstrate it. And if it doesn't
23:41help that outcome, don't force it.
23:42Otherwise, you'll just come across as
23:43promotional. Now, that said, if you sell
23:45a service, coaching, or expertise, the
23:46application of this can look [music]
23:48slightly different because the service
23:49normally can't really be a literal tool
23:51inside the story. And in that case, ask,
23:54"What would help this viewer implement
23:56what I've already taught them that I
23:57physically cannot [music] provide in a
23:59non- interactive video, which a YouTube
24:01video is?" And so, this is essentially a
24:02lead magnet that could come in the form
24:04of a template, calculator, a free
24:06diagnostic, a swipe file, a checklist.
24:08Like, for example, one of our clients,
24:09Sam Peller, went from zero to $400,000
24:11per month from YouTube, [music] top
24:12channel in his niche. And one of his
24:14successful videos was the best Facebook
24:16ad creative strategy for 2026, got over
24:17100,000 views. And so, that video was
24:19basically teaching them to find proven
24:21ad concepts and deciding what are the
24:23best ads for them to make instead of
24:24guessing. And so, where they'd otherwise
24:25need to hunt [music] through Meta's ad
24:27library in order to find these
24:29inspiration ads, instead, we just gave
24:30them a continuously updated library of
24:32winning ads. And they had to opt in via
24:35the link in the description in order to
24:36get that. And then we got that
24:37information, and then we called them,
24:39and then we sold them. And Sam [music]
24:40sells deals within the range of five to
24:4210, or even more, thousand dollars per
24:44month. His average lifetime value is
24:46probably within the 50 to 100K range. If
24:48you think about it, for the person who
24:49clicks because they wanted the best ad
24:51creative strategy, [music] that isn't an
24:53interruption. It's an extra result that
24:55they didn't expect to get. They receive
24:57it and they're like, "Oh my god, thank
24:59you so much." right? The video didn't
25:00[music] need to make the entire sale. It
25:02just made the next useful step obvious
25:05and then the funnel can build that
25:06needed trust for a bigger commitment.
25:08They opted in, they [music] got put on
25:09the newsletter, the newsletter nurtured
25:11them and they got all these emails and
25:13eventually they took action and they
25:14bought. And to be honest, sometimes a
25:15direct call to action is the most useful
25:17next step as well. Like I can literally
25:19demonstrate this right now with this
25:20video. [music] If you're an established
25:22business or brand and you want to grow
25:24your YouTube channel but you want us to
25:26actually grow the channel for you,
25:28there's a link in the description where
25:30you can apply to work with us. And if
25:32you qualify, you'll be able to book a
25:33call directly with me or my team and on
25:35that call we'll give you a free YouTube
25:36[music] strategy for your channel
25:37including the video ideas that we think
25:39you should make. If the strategy aligns
25:41and [music] we both think it's a good
25:42fit, then we'll run the channel and grow
25:43it from there for you. And if it
25:45doesn't, you'll still walk away with a
25:46free strategy anyway and some video
25:48ideas that you can use for yourself. So
25:49it's really a win-win. And so you can
25:50click that link in the description, you
25:52can book a call and we will chat and we
25:54will see if it's a good fit. Now you see
25:55what I did there? I can give you that
25:56direct call to action because it
25:58genuinely helps, potentially you in a
26:00way I physically cannot through the
26:01video. And so I can teach the psychology
26:03here for free but I can't personally
26:05look at your channel, understand your
26:06business and give you the exact ideas
26:08that, well, I would [music] propose to
26:11you without actually speaking to you.
26:12And so even the call itself gives the
26:14right viewer something valuable and
26:17whether they ultimately become a client
26:18or not, it doesn't really matter. And
26:19notice as well when I gave you that call
26:21to action as well. Like I didn't
26:22interrupt the video eight minutes in
26:24with just a "By the way, if you want to
26:26me to grow your business YouTube
26:27channel, you can click on the
26:27description." Like I didn't do that. It
26:29was actually at a point where I was just
26:31planning out this video and I was like,
26:32"Oh, that's probably a good example
26:34where I'm using [music] my own call to
26:35action as an example and maybe some of
26:37you would like that extra help." That is
26:39when a direct call to action works best,
26:41when the action itself genuinely gives
26:43the right viewer more value. So before
26:45you add any CTA, ask the question, "How
26:48can I genuinely help this viewer even
26:50more beyond what I can physically give
26:52them in this video and have it come from
26:55a place of like that genuine question.
26:57[music] And a very key thing here is
27:00would you recommend it in the same way
27:02if you have no affiliation to it?
27:04Because that is what you should be
27:05keeping in mind whenever you get that
27:07call to [music] action. And also to make
27:08sure the timing's right, does the
27:10commitment match the trust and desire
27:12that you've created? Because if your
27:13only answer is, "I want that email,
27:15call, or purchase." then you're still
27:17thinking about what [music] you want to
27:18take. And I promise you it's going to
27:20have the exact opposite result that you
27:21want. So, when a video doesn't perform,
27:24stop treating YouTube [music] like some
27:26black box and assuming that there must
27:28be a problem with the algorithm. Simply
27:30ask, "Which decision did the viewer not
27:33make?" Think about [music] it. Which
27:35decision did the viewer not make out of
27:38those four steps that I laid out? Did
27:40the right viewer not even care about
27:42that idea in the first place? [music]
27:43Did they care, but they chose another
27:45video instead? Did they click, but they
27:47didn't continue watching? Or did they
27:49watch, but they never [music] committed
27:50to the next step. Once you identify the
27:53decision that isn't happening, you've
27:55identified the bottleneck. And then, you
27:56can [music] fix that specific problem
27:58instead of randomly changing the title,
28:00editing, or CTA and hoping that
28:02something works without actually having
28:03a clue. You have to understand this.
28:05YouTube performance is the result of a
28:08chain of viewer decisions. [music] Find
28:09the decision that isn't happening and
28:11you found the bottleneck. Viewers make
28:13the decisions that algorithm measures
28:15and scales that. That doesn't mean
28:16making great videos is effortless. You
28:18still need the research, execution, and
28:20[music] iteration, but the diagnosis
28:22becomes embarrassingly simple. And if
28:24there's one part of this process that
28:27businesses specifically get wrong, it's
28:29that final part, which is converting
28:30viewers into actual buyers. Because if
28:32you do it badly, the call to action can
28:34literally kill the video and you still
28:36end up with no conversions at the end of
28:38it. But if you do it properly, it can
28:39make the video even more valuable, help
28:41it perform better, and convert at an
28:43incredible high rate. [music] And that
28:45is how we create individual videos that
28:47have generated hundreds of thousands of
28:48dollars. So, if you want the exact
28:49system to turn viewers into [music]
28:51buyers backed by literally millions of
28:53dollars in directly attributed YouTube
28:56sales, then click this video here and
28:57[music] I'll walk you through the entire
28:59thing end to end from the very first
29:01point of what you need to [music] be
29:02doing all the way to the very last point
29:04in the funnel and everything in between.
29:05I'll see you over there.

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