YT YouTube2Text

YouTube2Text → Transcripts → The ‘Invisible’ Content Strategy That Makes Them Thirsty To Buy

The ‘Invisible’ Content Strategy That Makes Them Thirsty To Buy — Transcript

by Taki Moore · 4,335 words · 662 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:03How come some people love your stuff,
0:05say thanks, and then go and buy from
0:07somebody else who's not even as good as
0:09you? What's up with that? It's because
0:10there's a massive difference between
0:11teaching people what you know
0:14and teaching people what to want. When I
0:16stopped just teaching people what I knew
0:18and started teaching them what to want,
0:20our business took off. We've sold out
0:21for 14 months in a row, both in Black
0:23Belt and in Boardroom, all because I
0:24figured out three core beliefs that I
0:26want to install in every piece of
0:27content. So in this video, I'm going to
0:29show you how it's done.
0:35So here's how it's done. [music] In
0:36every single piece of content I shoot,
0:37I'm trying to install three beliefs.
0:39Number one, that they've been playing
0:41the wrong game and that's why it's hard.
0:42Number two, that there's a better,
0:43easier, faster way to get the results
0:45they're after. And number three, proof
0:47that they can actually do it themselves
0:49and it's not just reserved for special
0:50people. So today we're going to talk
0:51about the manifesto,
0:53the mechanisms,
0:55and the proof. So the big mistake I used
0:56to make with my content was I would
0:58teach my heart out and teach them
1:00everything I knew.
1:01And it sounds like a great strategy
1:02because obviously we're a coach, we're a
1:04teacher, that's kind of our job. But the
1:05problem is that when you teach people
1:08what you know, they say thanks and then
1:10go and buy from someone else and you get
1:12kind of friend zoned. So I'm not saying
1:14don't teach what you know. That's
1:15obviously important, it's our job. But
1:17if that's all you do, you miss out and
1:18they go buy from the other dude who
1:20frankly is not as good. I used to find
1:22myself people would be like, that's
1:23great, thank you so much. And then I'll
1:24be like, so now what?
1:26And nothing would happen. I kind of got
1:27lumped into the bucket of teacher. At
1:29least here in Australia, teachers are
1:30overworked and underappreciated and
1:32underpaid and I don't want that to be me
1:34and I definitely don't want that to be
1:35you either.
1:36So we can't just teach them what we
1:37know, we need to teach them what to
1:39want.
1:40When you do that, you don't just get
1:41thought of as interesting, you get
1:42hired. I don't want you to just be a
1:43teacher. I think our our job in this new
1:45world is to become a belief engineer.
1:48Our job is to
1:49engineer the beliefs that someone would
1:50need to believe in order to be gagging
1:53to buy from you.
1:54If teachers are underpaid and
1:55underappreciated,
1:57belief engineers get paid. So the
1:58question we want to be asking before any
1:59of content we shoot is, what would
2:00somebody need to see and believe in
2:03order to be gagging to buy from you?
2:04It's a little bit like that old movie
2:06Inception, you know, where they snuck in
2:07during people's dreams and planted a
2:08simple thought that turned into a
2:10decision that turned into an action and
2:11they got a result. That's what we want.
2:12And the result we want is, my god, this
2:14stuff's really great and I want more.
2:16Hopefully this all sounds good in
2:17theory. Let me give you an example so
2:18you know what I'm talking about.
2:19I've got this friend called Brian and
2:20he's got a coaching program that helps
2:21people do two things. First, to sell a
2:24high-ticket expensive product and
2:25second, to get leads by borrowing other
2:29people's audiences, you know, joint
2:30ventures instead of not ads and not
2:32organic. It's somebody else has got the
2:34list, do a talk for them, get the list.
2:36He believes that they're the
2:38the two simplest ways to grow a coaching
2:39business.
2:40I agree on the first, I disagree on the
2:41second, but that's not the point. So
2:43remember, his program is sell something
2:44expensive with other people's audiences.
2:46Every piece of his content is designed
2:48to install those two beliefs. The
2:50quickest way to make money is something
2:51expensive and the best way, the easiest
2:54way for someone new to get started is to
2:56borrow other people's audiences. Every
2:57piece of his content is installing those
3:00beliefs and breaking the other beliefs.
3:02So his content is
3:03ads are hard and scary, organics too
3:05slow. You need to borrow somebody else's
3:07audience and they're like, amazing. And
3:08then when he goes to
3:09tell people about his program,
3:11they're like, oh my god, that's just
3:12what I've always wanted. Of course
3:13that's just what you've always wanted.
3:14That's what he's just taught you to want
3:16for the last however long you've been on
3:17his list. Does that make sense? So our
3:19job in this video is to figure out what
3:21are the beliefs and then how do we
3:22install them into your content so people
3:23are gagging to buy from you. So the
3:25problem you've got is that your market
3:26is getting more and more and more
3:27crowded. It's like this
3:29red ocean with a bunch of new
3:31competitors entering the space
3:34every single month with less experience
3:36than you, but making the same promises
3:38as you and your prospects don't know the
3:39difference so they end up getting
3:41sucked in and buying the wrong thing.
3:43And in this red ocean full of sharks,
3:44there's you fighting it out for your
3:47share of what's left after the sharks do
3:49their business. That's not a fun game to
3:51play. That's the problem we're here to
3:52solve. The good news is that the more
3:54competitive your space is, the more
3:55excited they get for you because in 99%
3:58of the cases, every one of your
3:59competitors is saying the exact same
4:01thing and that's our biggest
4:02opportunity. Our opportunity isn't to
4:04try to be better, it's to try to be
4:06different. So, this is a really hard
4:08space for you to win in. And the secret
4:19to and her incredible
4:21uh poodle who last time I saw it was
4:23spray painted multi-colors and named Bob
4:25Ross. Bob Ross, this goes out to you.
4:27Kevin Kelly said don't try to be the
4:29best, be the only. And so what we're
4:30going to do is we're going to we're
4:32instead of trying to compete in this
4:33circle, we're going to show that there's
4:34a completely different game
4:35that you can win. A game that you're the
4:37only
4:39cat in town who's playing. And even
4:41though this circle seems smaller than
4:42that one, it's all yours. And when we
4:44play this game right, the circle
4:47expands and you're the only one playing
4:49it. Every single person in your
4:50marketplace, all of your competitors,
4:51and all of your prospects are looking at
4:53the market through the same window, the
4:55same paradigm. Your competitors are
4:56saying the same things and your
4:58potential clients are all plus or minus
5:0010% doing the same things. It's like
5:02marketing incest.
5:03Every generation we get a little bit
5:04uglier and a little bit dumber. We're
5:06going to use that against them. So, the
5:08secret to winning, if they're all
5:09looking at it through the same window,
5:10all we need to do is get a brick and
5:12throw it through it. The brick of a
5:13dangerous new idea. We're going to say
5:15something
5:16contrarian. Not to be controversial, but
5:19just to say I've got a different way.
5:21The way we win isn't by trying to
5:23beat them at that game, is to show the
5:24rest of the market that that's the old
5:26game
5:27and there's a new better way. All right,
5:29this all sounds great, but how do you
5:30actually do it? How do you become a
5:31category of one? So, you're not the best
5:33in a crowded space, you're the only in a
5:35space that you can own. The secret
5:37is to prove to people not just that the
5:39tactics they've been using
5:41are wrong and that's why it's not their
5:43fault, but to say the game you've been
5:45taught to play is the reason that's been
5:47holding you back.
5:48Ryan Holiday wrote a book called The
5:49Obstacle Is the Way.
5:51I like to flip that and go the way is
5:53the obstacle. It's like crap, the thing
5:55I've been trying to do this whole time
5:57is the thing that's keeping me stuck.
5:58And we do it by installing your
6:00manifesto. The tool we use inside Black
6:02Belt to do this is called
6:04the belief map, one page map with all of
6:06the beliefs we want to install in our
6:07content. So, I'm going to build this out
6:09together live with a real example, ours.
6:11And if you want to download your own
6:12copy of the belief map so you can build
6:14yours out, there's a link uh in the
6:15description below for the downloadable
6:17worksheet and the GPT that'll give you
6:19some feedback on it when you're done.
6:20So, this is the map of the beliefs we
6:21want to install. The first thing we need
6:22to do is just figure out like how big's
6:23the territory, what are the core areas
6:24we're going to talk about. Your coaching
6:25program probably helps people with you
6:27know two or three or four core things.
6:30Mine does. And so that's the first thing
6:31we do. We just want to like shape the
6:32sides. We help people attract new leads,
6:35marketing,
6:36convert them into clients,
6:38deliver
6:41great results so that we can scale their
6:43business and scale goes in the middle.
6:45That's first job, just water the sides.
6:47If you break all the work you do now
6:48with your clients into like three
6:49buckets, what are the three? So, in our
6:50world, we attract leads, we convert them
6:52into clients, we deliver great results
6:53so that we can scale
6:56our business. Once you've mapped
6:58the sides of your triangle, the question
6:59you want to be asking is
7:01what is everyone else in the industry
7:02saying that people should do that you
7:04think
7:05is bad advice? It's like the bad
7:07medicine that the industry is trying to
7:08feed them. So, let me give you some
7:09examples from our business.
7:10On the marketing side of things,
7:11everybody else in our industry is saying
7:13that the way to grow and get leads is by
7:15relying on traffic and funnels.
7:18You've probably heard the you're just
7:19one funnel away. Most of the coaches I
7:21know have been one funnel away for like
7:23seven years now. So, what's up with
7:25that? And the the idea is we build one
7:26funnel and then we pour a bunch of
7:27traffic into it and eventually it gets
7:29good.
7:30But it's hard work and most people
7:31don't. On the sales side of things, the
7:33bad advice we we're given is because
7:35everyone's so hungry to grow and so
7:36hungry to get the money and frankly so
7:37desperate for the money, that's what
7:39they do. They chase the money. In the
7:41early days,
7:42I probably did my fair bit of chasing
7:43the money too because we desperately
7:45felt like we needed it. But the only
7:46thing worse than not having enough
7:47clients
7:48is the wrong clients.
7:50If you've experienced that, you know
7:51what I'm talking about. We've all been
7:52taught thanks to Hormozi's purple offer
7:54gospel to build an offer so good that
7:56people feel stupid saying no. And if
7:57sales are
7:59a little bit lean, most coaches just
8:00throw everything in the kitchen sink at
8:02it just to try to get the sale.
8:03And I get it, but I know this guy who's
8:04like business looks amazing on the
8:06outside, sales are a little bit slow, so
8:08he's thrown everything at it. He's like
8:10launched a done-for-you agency and a
8:11SaaS and all this stuff, and he's hating
8:14his life. His business is complex and
8:15it's dragging him down. It's not good
8:16for clients and it's not good, which
8:18brings us to the scale side of things.
8:20This whole
8:21traffic and funnels chasing stupid say
8:23no business has got a lot of coaches
8:27building a business that looks good to
8:28others but feels
8:30heavy to them. What I've just done is
8:32mapped out the four
8:33biggest flaws in the old way of growing
8:35a coaching business. And so what we'll
8:37do is you'll map out yours and then
8:39we'll mark them in red because everybody
8:41knows that red is bad.
8:44Do you remember this thing? We just
8:45explained down here why this game isn't
8:47worth playing and open people up to
8:49receive a new better way. On the
8:50marketing side of things, instead of
8:51relying on funnels which assume that
8:53people travel down a linear path and
8:54they don't, let's be real about how
8:56people buy these days.
8:57They buy from people who are magnetic.
8:59They've got an opinion and something to
9:00say
9:01and their content
9:02is bingable.
9:04We've all seen it. You find someone
9:05who's interesting and has something that
9:06looks useful and you go down the rabbit
9:08hole. You find them on Instagram, you
9:09find them on YouTube, you read their
9:10emails, you binge their stuff and then
9:12you want to buy. On the sales side of
9:13things, my business got so much better
9:15when I stopped chasing the money and
9:17realized, you know what? I want to
9:18choose who I work with. So we set really
9:20strict criteria about who's a buy them,
9:22a batteries included value added
9:24[ __ ]
9:25Who'd be a great client for Black Belt
9:26or a great client for boardroom.
9:28We set the criteria and then we cap the
9:30numbers. Boardroom's capped at 100
9:31people. Black Belt has a limited number
9:33of people who's allowed in every month.
9:34Every month for the last 14 months we've
9:36sold out because instead of chasing the
9:37money, we decided we're going to choose
9:39our squad. There's something incredibly
9:41powerful about being able to say no to
9:43money and turn it away. You get this
9:45feeling of actual abundance and power
9:47that you never had before when the the
9:49answer to the question like how how big
9:51do you want to get was more.
9:53When the number is 100
9:55life's good. On the delivery side of
9:56things, instead of building an offer so
9:58good that people would feel stupid
9:59saying no, how about we build a program
10:01so good people would feel stupid to
10:03leave.
10:06People would ask like
10:07man, they're doing like $1.7 million a
10:09month.
10:09They must be killing it at marketing and
10:11sales. Yeah, we're really good at that
10:12stuff. But you know what the real secret
10:13is? The real, real? Monthly recurring
10:14revenue. Clients who stay for years.
10:17That's the game. And every person that
10:18we add
10:19is an actual ad, not a churn and replace
10:22that everyone else has to do.
10:25And then on the scale side of things,
10:26instead of building a business that
10:27looks good to others, I played that game
10:28and it sucked.
10:30I'm building a business that feels good
10:31to me.
10:33When you've got a map like this
10:35with your manifestos laid out,
10:37your prospects go, holy crap, they're
10:39not a slightly different version of the
10:40same thing. They're playing a completely
10:42different game. And I kind of like it.
10:44So these old ways and new ways then
10:46become a manifesto and they're branded.
10:48They've got a name. Attract, becoming
10:50magnetic and bingable. We call it
10:52bandwidth and we'll talk about that
10:54a bunch on this channel. When we stopped
10:55chasing, we started choosing. We went
10:57salesless. Let go of the whole sales
10:59team and now marketing's so good that
11:00sales doesn't even need to happen.
11:02People just like see the content, read a
11:03doc, and buy. Salesless.
11:07Instead of building something heavy,
11:10when we got a program that's stupid to
11:11stupid to leave and that feels light and
11:13fun to deliver, we call that deliveries.
11:17And our goal isn't just to scale a
11:18business. We want to build a big
11:20business that feels great to run. We
11:22call that a lifestyle empire. That's an
11:23advanced move or a pro move.
11:25You don't have to name your manifesto
11:27legs. If we've got a red and a green for
11:29each of them,
11:30we're cooking with gas. So that's
11:31manifestos. We don't just make a bigger
11:34promise, we play a different game. The
11:35challenge is though, these are big
11:37promises. And if your prospects see them
11:39they're like, well that all sounds
11:40really great, but how the hell do you do
11:41it? And that's where number two comes
11:43in, the mechanisms.
11:44In an unsophisticated market, you can
11:46win just by making specific promises and
11:48then making bigger promises. But in my
11:50space and certainly in yours,
11:53people have heard the promises before
11:54and now they're looking for something to
11:56back it up. And that's where mechanisms
11:57come in.
11:58The problem is when everyone in your
12:00market is making the same promises and
12:02kind of doing the same stuff and there's
12:03no way to tell your system
12:06apart from anybody else's, you end up
12:07looking like the generic drug at the
12:09supermarket.
12:11You're your ibuprofen fighting for the
12:12scraps instead of being Nurofen and
12:13being able to charge a premium.
12:15That's what we want. So in order for
12:17your mechanisms to stand out, we need
12:18two things. Number one, a really clear
12:20process that is yours and proprietary.
12:22And number two, a branded name. So we
12:24made some big promises
12:25and the question comes up, how? So if
12:27you think about this model, it starts
12:28from the inside and expands out. We've
12:30got the sides of our model. We've got
12:32our odd ways and new ways and the
12:34mechanisms, our unique methods live
12:36around the outside.
12:37And again, for each of these, you've got
12:39some ways that you do thing one and
12:40thing two and thing three.
12:42And so what we want to do is number one,
12:43lay out the process and number two, give
12:45it
12:45a name, a brand name. Let me show you
12:47what I mean. Let's do process first.
12:49It's super straightforward.
12:51For each of the pieces of your system,
12:54we're just going to lay out what you
12:55already do. I'm sure you've already got
12:57a process. It just needs to be
12:58documented and codified so we can teach
12:59it. There's three parts.
13:01Every process starts with some kind of
13:03problem
13:04that we're here to solve, a promise at
13:06the other end.
13:07And then just like a
13:09a subway map, there's like what's your
13:10process for getting me there? What are
13:12the steps? I'm teaching you the belief
13:14map right now. The problem, we talked
13:15about it right at the start. The
13:16promises you've got a bunch of beliefs
13:17that you can install and the process is
13:19we start with manifestos, then we do
13:20mechanisms and then we do proof, right?
13:23Just the steps. Everything you do
13:25just wants to be codified so you can
13:27teach it.
13:30What we've got right now is a system
13:31from here to here with these steps. What
13:33makes it
13:34a mechanism is we brand it with a great
13:36name. Inside Black Belt we use a tool
13:37called Name Drop. It's an AI tool that I
13:38built that takes my process for naming
13:42things over the years. I obsess about I
13:43obsess about names
13:45uh as well as the way Apple and about
13:48six to seven other brands name their
13:49stuff. And we just talk to it.
13:52You know, here's the things we're
13:53thinking. Here are the key ingredients
13:54and it'll spit out a bunch of options
13:56and we pick the best one.
13:58What we want to do is go from a process
13:59to a branded
14:01mechanism. I don't have time to talk
14:02about the branding piece right now, but
14:03I'll give you some examples. So like
14:04every great cooking show, here's one I
14:06prepared earlier.
14:07These are some of the unique mechanisms
14:09that we run in Black Belt uh from short
14:11form bangers and show business our
14:13YouTube strategy to the sold out cycle,
14:15paid to teach,
14:17and the silent offer.
14:18How we put an offer into a simple
14:21two-page doc to get people to buy
14:22without needing of call.
14:24What you're going to do is you're going
14:25to figure out what are the mechanisms
14:26you do and you're going to map out
14:28the process and if you want to get sexy,
14:31you're going to give him a cool name.
14:32So we've mapped out manifestos
14:35and now mechanisms. This all looks
14:36really good on paper, but people like,
14:37okay, well that sounds great, but will
14:38it work for me? That's where number
14:41three comes in, proof. I don't know
14:42about you, but I've got a pretty healthy
14:44[ __ ] detector. Anytime I see a
14:46testimonial or a screenshot or a written
14:49quote from somebody, I don't believe
14:51that [ __ ] I've seen way too many sharks
14:53tell way too many lies to believe it.
14:55So what we want to do instead is we're
14:57going to overcome their [ __ ]
14:59detector, not by screenshots and brag
15:02posts, but by telling a story, something
15:04that I call a content testimonial. We'll
15:05talk about that in a second.
15:07The secret to getting great proof is to
15:09think about these mechanisms, these
15:10areas you've highlighted in blue, and
15:12go, who's my best story for that one?
15:15So if I was thinking
15:17uh silent offer, I'd go Rodrick. And you
15:19just like put names all the way around
15:21the outside, one name
15:23per area. You're going to end up with
15:25six or nine or 12
15:28cool stories of clients you've helped.
15:29And then we want to turn them into
15:31stories, case studies, not just proof
15:34brag pieces. Let's take this cat Rodrick
15:36and tell his story. I'll show you exact
15:38what to do in four parts.
15:40So right here in the middle, we've got
15:42Rodrick.
15:43Uh just so you know, he's a a a pretty
15:46new coach. He's been coaching for two
15:48years.
15:49Before that, he ran a custom home
15:50building company in the States and his
15:52clients are all custom home builders,
15:53like high-end custom home builders.
15:55Every great story has
15:56four core parts. We're going to start
15:58with the problem
15:59that they had. In Rodrick's case, it was
16:01really simple. He just started coaching,
16:02had been going at it for about a year.
16:04All year long, he made $64,000 total.
16:08Not enough to live on, especially if
16:09you're
16:10a guy who's used to making lots of money
16:11with custom homes. So coaching business
16:13is tiny, he's not making much money,
16:15uh Uh
16:17he's spending a whole [snorts] lot of
16:18time on sales calls, like 50 hours a
16:19month on sales calls that aren't
16:21converting. Problem. Part two, the
16:23objection.
16:25So when you think about your person, I
16:25want you to answer this sentence, finish
16:27this sentence.
16:28They almost didn't buy because. That's
16:30Roderick.
16:32He thought about joining his in Black
16:33Belt, but he almost didn't join because
16:34like frankly his income was really,
16:35really low and he was so fried from all
16:38of these sales calls, he didn't have
16:39time to implement anything new. He's
16:40like, I probably need to learn how to
16:41sell, but I don't have time. Problem.
16:44Objection. Part three, the mechanism.
16:46Again, I want to map Roderick's story to
16:49the silent offer. So instead of working
16:51on his sales skills,
16:52I didn't want him to get better at
16:53selling, I wanted him to get easier to
16:55buy. And so we built a really great
16:57offer using the offer diamond and we put
16:59it into a two-page offer doc that we
17:01call the silent offer. And he just put
17:04the invite post out and sent it to
17:05people and they started buying. Next,
17:08the result.
17:10That was two years ago. Roderick started
17:11at $64,000 a month, stressed out. This
17:14financial year just finished, he did
17:151.75 million bucks. That's a pretty good
17:18proof point and Roderick, well [ __ ]
17:19done.
17:20So what did we just do? I didn't just
17:22tell
17:23Roderick's story and say I've got this
17:24client Roderick and he made 1.75 million
17:26dollars with the silent offer. There
17:27were some tongue fu going on. We call
17:29this a content testimonial.
17:31There was this person just like you who
17:33had these problems, just like you.
17:35He wanted to join but he was really
17:36stuck for reasons, the same objections
17:38that you've got. Then we did this
17:39mechanism, he got this result.
17:41While like in one story I showed proof
17:44and I overcame objection and I taught a
17:46mechanism in one piece. That's what your
17:47content needs to do if you want it to
17:49bang and you want it to sell. This
17:51belief map and the content you make from
17:53it is how you go from
17:54just teaching people what you know to
17:56teaching them what to want because
17:57there's a massive difference between
17:59understanding that you're smart and
18:01wanting what you sell. Before I make any
18:03piece of content, I want to teach this
18:05topic. Amazing.
18:07What are the manifestos and the
18:08mechanisms and the proof that I can
18:09insert into this vid? If you were paying
18:11attention, you would have seen at least
18:12four
18:13times where I taught you what to want
18:14during this video that we've just run.
18:16So I just showed you my four-part
18:17manifesto for growing a coaching
18:18business, from traffic and funnels to
18:19magnetic and bingeable, chasing the
18:21money to choosing your squad, stupid to
18:23say stupid to say no, to feeling stupid
18:25to leave,
18:26and instead of a business that looks
18:27good to others, a business that feels
18:29good to you. That sounds great.
18:31But how do you actually do it? Well,
18:32I'll show you another video right up
18:33here that shows you how to implement
18:35each of these strategies one by one and
18:36a bunch of case study examples. Should
18:38watch that one next.

About this transcript

This page contains the full transcript of The ‘Invisible’ Content Strategy That Makes Them Thirsty To Buy by Taki Moore, generated from the public captions YouTube serves with the video. The transcript has 4,335 words across 662 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to choose a caption track available on the video.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, caption language selection, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.