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The Most Valuable YouTube Training You'll Ever Watch — Transcript

by Jake Trinder · 8,925 words · 1,285 segments · language en · Watch on YouTube

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0:00I'm going to be talking about how I
0:01build $100,000 plus per month YouTube
0:03channels as soon as possible whenever I
0:06have to start over so that you can do
0:07the same. Now, you should probably
0:09listen to me to be quite honest. And the
0:11reason why, if you don't know me, my
0:12name is Jake Trenda. I sold my first
0:14YouTube channel at 10, made my fair
0:15share of bad videos, bottle flip
0:17challenge, and my mom falling on the
0:19floor there. Finally, one works to a
0:21degree, and this was where I started to
0:23fall in love with YouTube and the
0:25process of making videos, double down on
0:27it. So, even doubling down at the age of
0:2910 years old. 12 years later, I run over
0:31100 different YouTube channels, one of
0:34which is Gary Vee. So, recently we've
0:36took over his YouTube channel, and we've
0:3910x his average views in less than a
0:41month. He's done a million long-form
0:42views in the past 90 days when
0:43previously he was averaging like 10,
0:4520,000 views a video. Jeremy Haynes, we
0:46just recently started with him. We
0:48literally just started, and already we
0:49have his most popular YouTube video
0:51there produced on his channel lifetime.
0:53Ali Abdaal, I'm taking over his strategy
0:55as well to help him blow up his channel.
0:57ManyChat, their recent video just hit
0:58100,000 plus views in 9 days. Instantly
1:01AI, a million dollars annual recurring
1:02revenue added from YouTube. Zero to 8K
1:04subs, multiple viral videos. And some of
1:06our best results are actually starting
1:08from complete zero with no existing
1:10brand, no nothing. And so, Glenn Coco,
1:12they made a million dollars back from
1:13their first 6 months, from the first 12
1:15videos. Their first video made them
1:16$100,000 in the first 30 days. And then
1:18their first 12 videos, million dollars
1:20in 6 months. Tessa, she went from zero
1:22to 50K net profit from YouTube in her
1:24first month from about four or five
1:26videos, 14 new clients. You can see the
1:27screenshot there. And she got 1 million
1:29long-form views in 90 days as a doctor.
1:31So, super boring business, and it just
1:33goes to show that you can see success
1:35with YouTube no matter the niche. And
1:37then, Sam, zero to 40K a month from
1:39YouTube. Someone went from zero to
1:40pretty much 100K subscribers in a few
1:42months. You get the point. And also, I
1:43built my YouTube agency to $500,000 a
1:45month at 21 years old.
1:49Thank you. So, here's exactly what I'm
1:50going to be walking you through. First,
1:52how to get killer video ideas that your
1:53buyers actually want to watch, and you
1:55can know for a fact that they want to
1:56watch. How to package them to destroy
1:58your competition, how to make videos so
2:00good they beg you to buy, how to keep
2:01hitting green winner after winner using
2:04data. And also, in turn, build the
2:06number one YouTube channel in your niche
2:08and grow your business. So, step one,
2:10finding video ideas your buyers already
2:11want to watch. Now, most business owners
2:13start here. They know their target
2:15market, they know their problems, and
2:17then they just make something useful,
2:18and YouTube will just find the right
2:20people. That's what they assume. That
2:21sounds logical, and it is also how you
2:23spend a week making a useful video that
2:25nobody watches. Knowing your audience
2:27matters, but it does not prove that they
2:29will choose the subject on YouTube. So,
2:32you need evidence that they will
2:33actually watch these videos before you
2:35even press record. This is Dr. Shawn,
2:37and I'm going to tell this through an
2:38example. So, he's like a doctor that
2:40helps people lose visceral fat. And he
2:41was getting roughly 1,000 long-form
2:43views a day, and then it went to more
2:45than 100,000 views a day, and that
2:46happened in less than a month. So, this
2:48is what he was posting beforehand. So,
2:50he was just kind of picking whatever
2:51videos he wanted. Three eating
2:53strategies that will transform your
2:54health. Some of my favorite things. He
2:56was making videos around what he thought
2:58people needed, and what he thought his
2:59target market wanted, just based on
3:01knowing his market and who he worked
3:02with. It wasn't that the information was
3:03necessarily bad, but the subjects and
3:05wording were being chosen on a whim. He
3:07wasn't really thinking about that and
3:08doing his diligence. So, we stopped
3:10guessing, and we searched the exact
3:12problems in his market people already
3:14cared about. So, for example, you know,
3:15we basically generated a list using AI
3:18of what are the different things that
3:19people might potentially search for in
3:21his niche, and then we actually went and
3:23did our diligence on YouTube to figure
3:25out is there actually demand around
3:26this? And so, we found genuine standout
3:29outliers like this one here, how to
3:30destroy visceral belly fat. This video
3:32got 4.4 million views. So, we now knew
3:34that there was demand around the topic
3:36of visceral fat. And then we opened the
3:38channel, and we kept following the
3:39evidence. After finding channels that
3:41had successful examples, we then
3:43actually followed that evidence deeper
3:44to basically create a demand map within
3:47the niche to understand what are all the
3:48things that the target market wants
3:50specifically on YouTube. The same demand
3:52kept showing up. Visceral fat. People
3:54wanted to lose it and they wanted to
3:56lose it fast. And before we even touched
3:58the title, thumbnail, or recording, we
4:00knew the subject and language already
4:02had demand on YouTube. So, you have to
4:04validate that first before you make a
4:06video. Then we made this video here, how
4:08to lose visceral fat so fast it feels
4:09like cheating, 795,000 views. And this
4:11video single-handedly broke that email
4:13marketing system, according to them. So,
4:16the topic, to be clear, did not do all
4:17the work, and I am going to get into
4:18this in a bit, but it did mean that we
4:20were not gambling on whether anybody
4:22cared in the first place before we
4:23actually went to the effort of making a
4:25really good video. So, this is what you
4:26want to ask is what evidence says that
4:28people that I want as customers are
4:30already choosing to watch this subject
4:32on YouTube. If you can't answer that
4:33question, then you need to find that
4:35out. Something that happens quite often
4:37in a lot of these more boring niches
4:38where you might be doing something super
4:40valuable, but people don't really care
4:41is what if people need something that
4:43they do not value yet. I don't know if
4:45you've read the book Breakthrough
4:46Advertising, but very good book. In this
4:48book, they discuss a concept called
4:50levels of awareness. And in different
4:51markets, people within that market are
4:53within different levels of awareness.
4:55Some are problem aware, some are
4:56solution aware, and you have to know
4:57where your market is at and where they
4:59are at on YouTube. Because if you assume
5:01that they want your mechanism, then you
5:03might capture nobody, no matter how
5:04valuable it is. People can want the
5:06outcome without understanding the
5:08mechanism. And so, this is an example of
5:09Tessa Diamond. You can see she was
5:10getting like 12K views beforehand, but
5:12actually this was like 1K views. It just
5:14got a ton of traffic after we started
5:15working with her. A couple of the recent
5:16videos, hundreds of thousands of views.
5:18Now, her audience is women who want to
5:20get into better shape, lose fat, better
5:22health. But, her mechanism was insulin.
5:24That's all she talks about. She's an
5:26insulin doctor. She's an expert in
5:27insulin. And fat loss was the outcome
5:29that they already wanted. And so, what
5:30we did was we identified insulin as the
5:32mechanism that they needed to
5:34understand. So, we made insulin relevant
5:37to fat loss. Even though she just wanted
5:39to speak about insulin, she didn't
5:40really care about speaking about fat
5:41loss, that was the outcome that they
5:43wanted. They were solution aware, not
5:45problem aware. And so, we positioned it
5:47around the outcome. The broad design
5:48gives the idea demand and then the
5:50unfamiliar mechanism gives them a new
5:52reason to care. When you basically use a
5:54mechanism that is boring or unknown, but
5:56you position it around the outcome, it
5:58actually can make the idea stronger
5:59rather than weaker because it's like a
6:01unique mechanism, right? It
6:02differentiates it from all the other
6:03videos around fat loss. And so this was
6:05the video that we made. If you don't
6:06understand insulin, you don't understand
6:08fat loss. The reason why we picked this
6:09specific title was because this was a
6:11format that was working really well on
6:12YouTube, which I'm going to get into in
6:13a moment about title format and all that
6:15juicy stuff. But this if you don't
6:16understand X, basically X being
6:18something that the viewer doesn't care
6:19about, you don't understand Y, which is
6:21the ultimate thing they care about. It
6:23drives curiosity, gets them to click,
6:24230,000 views. It's actually more than
6:26this now. And so she got 1 million
6:27long-form views, 30,000 subscribers, and
6:29then, you know, you saw the result as
6:30well beforehand. There it is. So 14
6:32clients, more than $50,000 net profit in
6:34the first month even after paying us.
6:35Now, to be clear though, like this was
6:37only part, this was probably like 30% of
6:40the decision was choosing to make a
6:42video around insulin and then
6:43positioning the outcome as fat loss. The
6:45exact wording came from a proven YouTube
6:47format and I'm going to show you how to
6:49find that in the next section. So if
6:50direct demand exists, you want to build
6:52around it. If it does not, then change
6:54the subject or bridge it to something
6:56that people already want. So how do we
6:57actually find what has demand on
6:59YouTube? This is where I'm going to get
7:00into some algorithmic source. This is
7:02what you want to do yourself if you're
7:04doing YouTube yourself single-handedly,
7:06you want to go through this process to
7:07figure out what people want or you can
7:09pass this off to a virtual assistant or
7:11AI. So depth-first search, don't let the
7:12computer science language make it sound
7:14more complicated than it actually is.
7:15It's an algorithm which is just a simple
7:17set of step-by-step instructions to
7:19achieve a goal. And depth-first search
7:21is used specifically to explore a huge
7:24amount of connected information in a
7:26given data set. It's what web crawlers
7:28and these sort of things use. And so it
7:30basically makes sure that if you're
7:31going to explore your niche on YouTube,
7:33you don't miss a single corner so that
7:35you know all the successful channels,
7:37all the topics with demand, but also
7:39when you research the broader space of
7:41YouTube, you're finding all of the
7:42different things that are working. A
7:43couple definitions that I'm going to go
7:45over. A node in the context of
7:46depth-first search is simply one thing
7:48that you explore. And so, this could be
7:49a search term, a video, a channel, or a
7:51recommendation. The root node is where
7:53it starts. And in our case, that is the
7:55niche that we want to understand and
7:57explore and find outliers in these out
7:59successful videos within. And then you
8:01have the stack, which I'll also explain.
8:02So, this is a list of useful things that
8:04you found, but you haven't explored yet.
8:06So, basically, this is the way it works
8:07visually. So, you start off with your
8:09niche and within that, you will have a
8:11list of different things to search
8:13within your niche. The way that you get
8:14this list is simply by saying to Claude
8:16or ChatGPT, "Give me a core seed list of
8:19keywords for this niche." And what it's
8:21going to do, if you say productivity,
8:23it's going to be like productivity tips,
8:25systems, calendar schedule, and all
8:27these things. It basically gives you all
8:28the things that you need to search in
8:30order to explore the entirety of the
8:31niche. And then what happens is you
8:33start with the first search term. So,
8:34these search terms get pushed onto the
8:36stack and you start with the first
8:37search term in the stack. Then, when you
8:39search that search term, you get a set
8:41of videos. And all these videos, some of
8:43them are going to have hundreds of
8:44thousands of views. They're going to be
8:46outlier videos that have performed
8:47outstandingly well. Those get pushed to
8:49the stack. Then you go to the first
8:50video and you explore the channel from
8:53that first video. You get a video that's
8:55performed outstandingly well from a
8:56search term. You then find and go to the
8:58channel. And then in that channel,
9:00there's a set of more outstanding
9:01videos. And as you're going through this
9:03process, you're recording all of this in
9:05a research database of just videos that
9:07have performed outstandingly well in
9:09that channel, in that niche. Finally,
9:11once you've gone through the channel and
9:12you've seen all of the standout videos
9:14that you want to take note of, you then
9:16go back one step and you go back to that
9:18video that you were previously on. You
9:20look at the recommendations. You follow
9:21that process all the way through. And
9:23you basically continue through this
9:24process where you've explored the
9:25entirety of a search term, you've found
9:27all the successful videos, all the
9:28successful channels. And then, once the
9:30search term is exhausted, you go back,
9:32you repeat the same for the next search
9:34term. And then you just iterate through
9:35this very long and tiresome process,
9:38which is why you yourselves business
9:39owners shouldn't be doing it. You should
9:40delegate this to an assistant or AI. And
9:43this is how you explore the entirety of
9:45a niche and find all of the videos that
9:46are performing outstandingly well. Do
9:47that enough and you'll have a very clear
9:49idea of what works on YouTube. So, you
9:51start with the language that your market
9:52uses to describe the problem. So, for
9:54example, lose visceral fat. And then you
9:55find a video that generally outperformed
9:57on its own channel like this one here
9:58that I showed previously. You open the
10:00channel and then you find all the
10:01successful videos on that channel
10:03following useful recommendations. When a
10:04branch stops producing useful
10:06information, go back and then take the
10:07next one. Repeat until you understand
10:09the niche, not just one competitor. You
10:11should have a full full overview of the
10:12entire niche. The reason why we want to
10:14do this is because more visibility over
10:16what works on YouTube and what doesn't.
10:17It allows you to make better decisions.
10:19And YouTube is just a game of decisions.
10:21What are the right videos to make?
10:22What's the right thumbnails to use? What
10:24are the right titles, video structure,
10:25etc. As I said, VA can run the search
10:27process and AI can expand the search and
10:29organize the evidence. And now you know
10:31what people want, they can still choose
10:32somebody else's video. So, you've
10:34identified what should I make videos
10:36around in the first place? And that's
10:38how you can direct your focus to
10:40something that can provide value and
10:41actually attract customers. But then
10:43it's about figuring out, how do I
10:44actually package that? How do I get my
10:46video clicked on over everybody else's?
10:48Demand creates the opportunity and
10:49packaging, title, thumbnail, hook,
10:52structure decides how much of it that
10:54you actually capture. So, this is the
10:56second step is packaging the video idea
10:58so people actually choose your video.
10:59People already want the subject, that
11:00does not mean they will choose your
11:01video. They can only click one video at
11:03a time. The title and thumbnail will
11:05make one promise together and a format,
11:07which you might have heard of title
11:08formats, people talk about this a lot,
11:10is a proven way of framing that specific
11:12promise. And with this, what a lot of
11:14people get wrong is they just see a
11:16video that's worked and they're like, oh
11:17yeah, let me just copy that and twist it
11:18to my niche. Do not just copy the words.
11:20You need to actually work out why people
11:23wanted to click in the first place. So,
11:25for example, this is a format that's
11:26working very well on YouTube. You might
11:28have seen it if you watch a lot of
11:29YouTube, which is is like how to get
11:30this result so fast it feels like
11:32cheating. The likes of Alex Hormozi have
11:33used it. Many of the top YouTubers have
11:35used it. And the reason why this works
11:37is because a result that they already
11:39want faster than they could have
11:41possibly expected, and it feels like
11:43this unfair advantage, right? It feels
11:44like cheating. So, it's like, "Ooh, like
11:46if I click on this video, then I'm going
11:47to get some sauce." And so, that's what
11:49we did for Shawn. His audience already
11:50wanted to lose visceral fat, and ideally
11:52they would delete it. They're
11:53actually health-conscious, and they want
11:54to lose visceral fat. They want that
11:56gone. And so, that's why that
11:58format specifically meshed well with
12:00that topic. So, you have to understand
12:02if you find a formula that works really
12:03well, you have to understand why it
12:05actually works with that particular
12:07audience, with the way their behaviors
12:08are, their psychographics, the way they
12:10think, the intent behind the view, so
12:12that if you're going to plan on
12:13transferring it to your niche, you
12:15actually understand that it will work
12:17well with your audience. What a lot of
12:19people do is they'll see a format like
12:20$1 versus $10,000 thing from Mr. Beast.
12:23And then, they'll take that and apply to
12:25a business audience, where it makes
12:26complete no sense. But, the actual
12:28viewing behaviors of those viewers are
12:29completely different. So, you have
12:31validated demand, and then you have a
12:32proven reason to click, and you have one
12:33specific promise. And the thumbnail is
12:36what gets processed first. So, this is
12:37the first thing to pay attention to,
12:39because if they cannot recognize the
12:41problem and outcome quickly, and they
12:42cannot understand that the video is
12:44actually for them within a single
12:45instance, they may not even read the
12:47title, because YouTube's a
12:48winner-take-all platform. People have
12:49short attention spans. There's 20
12:51different videos on their feed at once.
12:52Only one of those gets clicked on. And
12:54so, if you can't grab their attention
12:55straight away, they're going to go
12:56somewhere else. So, for example, with
12:58Dr. Shawn, the thumbnail makes the
13:00transformation look obvious. We've got
13:01red highlight block behind the white
13:03text, which is proven to work on
13:04YouTube. You might have even seen that a
13:06lot, where people have the red block
13:07behind the white text. It's gone from
13:08Diary of a CEO. They were the ones who
13:10innovated this, and then everybody just
13:11copied it. But, also logically, red on a
13:13dark background, and then the white
13:15contrasts a lot. Then, we have the
13:16visual transformation, so it grabs their
13:18attention in a single instance. They
13:19know that's for them. And also, his
13:21audience is predominantly male, which is
13:22why we used a male body. And then, we
13:24have Shawn in medical scrubs, which
13:26subconsciously, within a single instance
13:27proves authority because they know he's
13:29a doctor. They make the connection
13:30straight away. So, this is all
13:31intentional. And he luckily also just
13:34looks like he'd be a doctor. So, the
13:35thumbnail makes the transformation
13:36obvious, and then the title is what
13:38qualifies the exact problem and promise.
13:41A thumbnail can look good and still give
13:43the right person no reason to click. And
13:46so, what you want to do is there's free
13:48tools that you can use for this, but you
13:49can actually simulate what your
13:50thumbnail will look like against other
13:52videos that are being posted on YouTube
13:53right now so that you can judge the
13:55packaging beside the videos it will
13:56actually compete against. Packaging is
13:58so important to the degree which if
14:00you're taking YouTube seriously, you
14:01should literally ask your friends, you
14:02should put your packaging up against
14:04these other videos, and just ask them to
14:05tell you honestly, like does it actually
14:07stand out against these other videos?
14:08Would you click on this cuz it's so
14:09important. If you lose that
14:11winner-take-all game of not getting
14:12clicked on, then you cooked. So, Tessa
14:15used a different proven format. She used
14:16the if you don't understand X, you don't
14:18understand Y. Y is the result that they
14:19already want, and then X is the thing
14:21that they did not realize was, you know,
14:24stopping them basically, but they didn't
14:25actually care about previously. And
14:26that's where we got that idea from. So,
14:28ask the question, do the title and
14:30thumbnail give the right viewer a clear
14:32reason to choose this video over all of
14:34the others on their feed in a single
14:36given instance? If it doesn't do that,
14:37you need to revise your thumbnail. The
14:39moment they click, this is getting into
14:40the hook now, you've made them a
14:41promise. And so, this is where we
14:43actually get into making videos that
14:45YouTube keeps on pushing. They click
14:47because of this promise of how to lose
14:49visceral fat so fast it feels like
14:50cheating. And so, before they click,
14:52they're thinking, you know, which video
14:53should I watch? After they click,
14:55they're thinking, should I keep watching
14:57this one? So, the opening of the video
14:59has to make them feel like they chose
15:01the right video. Am I getting what I
15:02clicked for? Can this person actually
15:04deliver it? Is the rest worth my time?
15:06Promise, proof, plan. That's what
15:08answers all three of those questions.
15:10Homozie uses this framework, but also
15:12just logically this answers all of those
15:14questions and keeps them watching. So,
15:16first you want to reaffirm exactly what
15:18they clicked for. This is the promise.
15:19This is meeting the expectation the
15:21moment they click so that they know that
15:23you're planning on giving them what they
15:25actually clicked for. So, they hang
15:26around for a bit longer. The next thing
15:28they're thinking is, why should I listen
15:29to you on this given thing? So, you give
15:31them the best possible reason to trust
15:33you. This is the part that most people
15:34miss out is they're going to be like,
15:35I'm going to give you this thing and
15:36then you don't tell them why they should
15:38actually listen to them. And so, you
15:39want to basically figure out what is
15:41your unfair edge that you can say and
15:44establish yourself as an authority
15:46around that given topic more than
15:47anybody else. You have to nail the
15:48statement. I actually encourage you to
15:50spend time nailing the statement so that
15:52you can use it throughout every single
15:54video. And then, you want to show them
15:56where the video is going. So, this is
15:57different from the promise because if
15:58you're doing the full course video, for
16:00example, you can say that you're going
16:01to teach them everything they need to
16:02know about Facebook ads. But, to
16:03actually get them to mentally commit to
16:05watching a 2-hour plus video, it has to
16:07be crystal clear that they're really
16:09going to get everything that they need
16:10to know. Like, they need to have the
16:11confidence that you're actually going to
16:12give them everything. And so, the way
16:14that you do this is, you know, this is
16:15going to be the only Facebook ads video
16:16that you ever need to watch. And the
16:17reason why I'm qualified to tell you
16:19this is because I spend $100 million on
16:21Facebook ads every single month across
16:22my clients like Tai Lopez. And in this
16:24video, I'm going to be going through
16:25absolutely everything. I'm going to be
16:26telling you how to set up your
16:28campaigns, how to actually navigate
16:30around the ads manager, how to come up
16:31with your creative strategy and find
16:33winning proven ads. And then, you're
16:34just listing through all these things to
16:35where logically like, okay, this is
16:37actually everything I need to know.
16:38Expectation is met. I'm convinced that
16:40they're actually going to give me that
16:41thing. That is so important. Also, for
16:42podcasts as well, this is why spoiler
16:44intros are really important because you
16:46have to like really make it clear in
16:48their mind of what they're going to get
16:49through that 1-hour 2-hour plus video.
16:51It's also important for shorter videos
16:52as well. Speaking on this in terms of
16:54meeting expectations when they click on
16:56the video. So, this is one of our
16:57clients, Glenn Coco. Those top two
16:59videos were the two videos before we
17:01started with them. This one here got 2K
17:03views, like that one there close has got
17:052K views, but that was actually because
17:06of the video that popped off afterwards.
17:07The other one got like 300 views. Most
17:09of this came from external traffic
17:10anyway. Terrible titles, terrible
17:11thumbnails. Bottom one got 300,000
17:12views. That was the first video made
17:13$100,000 plus back in the first 30 days.
17:16And they went from zero to a million
17:17dollars in the first 6 months from
17:19YouTube from the first 12 videos. So,
17:20these videos work. Start from zero, get
17:22the first sale, show the entire process.
17:23That was basically the expectation that
17:26was set in this one. Speed running cold
17:27calls from zero dollars to first sale,
17:28brackets I show everything, right? And
17:29this is very raw thumbnail. Gives this
17:31feeling that he is really going to show
17:32everything cuz he's just going to like
17:34posted this video completely raw. And
17:35so, we have to meet this expectation. If
17:37it was a polished 50-minute summary
17:39video, that would not have satisfied the
17:41viewers' expectation. And if I had like
17:43all these fancy edits and so on they
17:45would have been like, wait, what? What
17:46the is this? This is not what I
17:47clicked for. And so, editing can remove
17:49friction from the process, but it cannot
17:51rescue a weak idea or empty video. The
17:54goal of every video is viewer
17:56satisfaction, not retention, you know,
17:58none of this not click-through
17:59rate. That doesn't matter. They're
18:01noisy metrics. The thing you're
18:02optimizing for is viewer satisfaction,
18:04which is simply based on what the viewer
18:06has actually clicked for and their
18:07expectation coming into this. What is
18:09the best possible video that I can make,
18:11and how can I blow their expectations
18:12away? Cuz what a lot of people do is
18:15they'll set this expectation, they'll
18:16not meet it to its fullest because of
18:17the reasons that I just mentioned in
18:19terms of not meeting them at the right
18:20awareness level and making a video that
18:22they didn't actually promise, and then
18:23it under-delivers, the videos don't
18:24perform. Instead, you want to set the
18:25expectation in the title and thumbnail,
18:27and you want to blow past that
18:28expectation in accordance with the
18:30expectation that you actually set. So,
18:32if viewer satisfaction is the goal,
18:33right people click, they watch, and they
18:35feel satisfied, and then YouTube tests
18:36it with more people like them. That's
18:37the loop that they go through, and
18:38that's why viewer satisfaction is so
18:40important. If the right viewers click on
18:42the video because the title and
18:43thumbnail are positioned correctly, and
18:45on average, the right viewers are also
18:47very satisfied, and hopefully more
18:49satisfied with the experience of
18:51watching your video than your
18:52competitions, YouTube's going to look at
18:54that and be like, holy this
18:56audience likes this video the most.
18:58Let's push it to more of the people who
19:01are this audience. And this audience is
19:02your target market. And it goes through
19:04that flywheel. This is why it's a
19:05winner-take-all platform. If your video
19:07gets clicked on more than your
19:08competitions, and they watch it and are
19:10satisfied with it more than your
19:11competitions, that video is going to
19:13become the staple for your target market
19:15on the YouTube home feed and in YouTube
19:16search. This is what makes YouTube a
19:18winner-take-all platform. The video that
19:19wins on the click and the watch can take
19:22most of the attention. This is where we
19:23get into turning the right viewers into
19:25customers. So, at this point, you kind
19:27of know how to do the research process
19:30to figure out what your target market
19:31actually demands topic-wise. Then, you
19:33apply that same research process in
19:35order to find what's working on YouTube
19:37in the terms of title formats, thumbnail
19:38formats as well, even video structures,
19:41right? Certain videos have certain
19:42distinct structures that are also
19:44working. So, you find all this
19:45information of what's working across
19:47YouTube right now, and then you look at
19:48your niche and you're like, "Nobody's
19:49doing this in my niche." This is often
19:51the case because most people in
19:52business-related niches suck at YouTube,
19:54and that's why our clients win so
19:56consistently. And so, at that point, you
19:57know how to make the video right, and
19:59also you know how to hook them in, and
20:01viewer satisfaction, that's the goal.
20:02So, now you should be able to make a
20:04good video, and now it's about actually
20:05converting those. So, views are cool,
20:07but views alone do not grow your
20:08business. And so, the next job is
20:10turning the right viewers into
20:11customers, and this is where most call
20:13to actions it up. Value, value,
20:16value, run and pitch. That's how people
20:18do it, right? They're giving so much
20:19value, and then it's like, "And by the
20:20way, if you want us to run your ads for
20:22you, you can click the link in the
20:23description, and we'll do this and that
20:25and this and that." Or, "And by the way,
20:26if you want to join my free newsletter,
20:28which nobody gives a about, then
20:29sign up." And then nobody does it, and
20:31then the video flops. The action should
20:33feel like it's the most useful next
20:35step. This is where we turn call to
20:36actions instead of being a take, instead
20:39a give, and the viewer is like thanking
20:41you for it. And even if they know it's a
20:43call to action, they don't give a
20:44Watch me sell a service in 10 hours.
20:45This is a video we made for our client
20:47Instantly AI, made hundreds of thousands
20:48of dollars. In this video, the whole
20:50thing was like, "We're going to create
20:51this business and offer from scratch,
20:53and then we're going to sell it within
20:5410 hours." And so, the business existed,
20:56we created that, and now it needed a
20:58client, right? This is the part of the
20:59video that we're at. But the challenge,
21:00we only gave us 10 hours, and content
21:02couldn't distribute fast enough, and ads
21:05needed more time and money to learn.
21:07Cold email though, we could create a
21:08conversation immediately. We could send
21:10thousands of emails today and if we send
21:12enough through pure mathematics, we
21:13could reach enough people and have
21:15enough people be interested based on
21:16like the industry standards of response
21:19rate and all these things in order to
21:20get boost calls and then close a deal if
21:22we just run the numbers. The problem was
21:23is that normal domains still needed time
21:26to warm up. If you know cold email, it
21:27takes 2 weeks to warm up your domains.
21:29But, Instantly's pre-warmed domains
21:32remove the exact constraint. The funny
21:34thing is with this video is Instantly
21:36came to me and they were like, "We just
21:37launched this new feature, pre-warmed
21:38domains, and we need to make a video, a
21:40feature video is what they said,
21:42launching this feature." And I was like,
21:43"We're not doing that. That'll burn the
21:45channel. Let me try to figure out a
21:46video in which we can package this in."
21:47So, this video idea that ended up just
21:49being a viral YouTube video that
21:51everybody loves came from them wanting
21:53to make a video that just promoted the
21:55feature. And so, people literally called
21:57this the best advertisement of all time,
21:59right? Wow, did not realize I was
22:00watching that until 14:49. Well done.
22:02360 likes on that comment. This video
22:04was well done. Clearly, this was an ad
22:06going to be yourself, but I didn't
22:07realize that's what it was going to be
22:08until the product cropped up. Well said,
22:10Hook, my friend. I've never ever seen
22:12hundreds of people compliment the fact
22:14that the video is an ad and it do
22:15organically well. The question you want
22:17to ask when promoting your thing,
22:18whether it be a software, whether it be
22:20your service, is would an unbiased
22:22expert still include it because it makes
22:24the video more useful. People make
22:25videos all the time that promote
22:27softwares and products. They do it all
22:29the time and the video never suffers
22:31because of it because it's the energy
22:32behind the way in which it's done and
22:34it's the way which it's communicated.
22:35Like, I will promote YouTube tools and
22:38extensions that I don't use all these
22:40public YouTube tools. I use the free
22:41extensions for some things, but like
22:42I'll position their products because I
22:44actually use it. And so, it comes across
22:46in a way where it's never going to nerf
22:47the video and stop it from succeeding
22:48because like I was just going to mention
22:49it anyway. So, that's the question you
22:51should ask. And if the answer is no,
22:52then you don't force it in, simple as
22:54that. Now, sometimes the offer cannot
22:56naturally become the tool. So, if you're
22:57selling a service or a coaching program,
22:59there's nothing you can really do there
23:00cuz it's not you can't position a
23:01product cuz the product's like your
23:03service. And so, the way that you do
23:04this is you extend the lesson with
23:06something that the viewer can use. And
23:08so, you kind of like create the product
23:10for the viewer that is that natural
23:12embed in the video. So, for example,
23:14Sam, he teaches people how to make
23:16better ads, Facebook ads. And so, one of
23:18the videos we made was this one here,
23:20the best Facebook ads strategy for 2026.
23:22They understood the strategy that we
23:24gave them. And what they needed and what
23:26they wanted next was proven ads to
23:27study. Because they knew the strategy,
23:29but it's like, "Okay, like part of the
23:30strategy is finding winning ads and da
23:32da da da da. How do I actually do that?"
23:33And so, we just gave them our creative
23:34library that we kept continuously up to
23:35date, almost like a little mini SaaS,
23:37really, and completely for free. And
23:39that was just a lead magnet. It was an
23:40opt-in. But the viewer wanted it so bad,
23:42they literally clicked on the video for
23:43ad creative strategy. Who the is
23:44not going to get an ad creative library
23:46when that is what they want if they're a
23:47serious viewer. And then, they opt in,
23:49it redirects them into the funnel. If
23:50they don't buy, we've got their email,
23:52we hammer them with emails, they buy
23:53eventually. The viewer gets something
23:54useful, and the opt-in is what moves
23:56them into the funnel. The video does not
23:58have to make the whole sale, it just has
24:00to make the next useful step obvious.
24:02There's another guy, I don't know if you
24:03know Ryan Dice, but I actually fell into
24:05this trap or ecosystem. He like helps
24:08businesses scale through systems. And he
24:09started his YouTube channel and started
24:11taking it seriously. One of his first
24:12videos was how I run a $10 million plus
24:15per year business with only 1 hour per
24:16week. And it was basically talking about
24:18the concept of having a company
24:19scorecard, where you have your KPIs and
24:21you have owners for those KPIs and you
24:22track it weekly. And that's what he was
24:24going to in the video. And the lead
24:26magnet was simply just the Google Sheets
24:28scorecard. And I fell in the funnel and
24:30I paid him like 16K. So, there you go.
24:32It works. Step five, use the data to
24:33know what to double down on. So, once a
24:36video is live, it becomes evidence for
24:38what you should make next, good or bad,
24:40whether you should double down on it or
24:41whether you shouldn't. And so, this is
24:43the first video that we made for Gary V
24:45quite recently. As I said, his channel
24:46was averaging like 10,000, 20,000 views
24:48a video. He was having like AI generated
24:49thumbnails and stuff. And so, this is
24:51the first video we made for him, got
24:52300,000 views. So, already it was like
24:5410, 20Xing his average views. And so,
24:56once we did that, first video that we
24:58did for Gary got 10x his previous
24:59average. This was a proven format on
25:01YouTube, which was the new rules of this
25:02thing. Neil Patel did it for new rules
25:03of SEO, it was done in new rules of
25:05YouTube, we did it for LinkedIn, new
25:06rules of LinkedIn, got like 70k views in
25:08the LinkedIn niche. And then from that,
25:10we were like, gap in the market, hasn't
25:12been done for social media, but it's
25:13been proven for other social media
25:15niches, but nobody's done it for broad
25:16social media, and Gary Vee is the social
25:18media guy. So we did it for him. He did
25:19own the social media space, right? That
25:21was his whole thing, and he called it
25:23very early, so he was a perfect guy to
25:24do this for. And the video matched what
25:26the audience wanted from him, because
25:27that was what his audience was based
25:28around. And so we doubled down on this
25:30with brutally honest advice about social
25:32media in 7 minutes, which was another
25:34format that worked very well. We did
25:35brutally honest advice about web design
25:37in 7 minutes, which got 230,000 views,
25:39and that obviously worked in other
25:40niches. We got that idea from somebody
25:41else as well. And it just kept working.
25:43If I saw social media in 2026, I'd do
25:45this. This one was actually not
25:46performing as well as the others, but it
25:48was still like a 10x plus outlier on his
25:50channel. The next question was not how
25:51to make the same video again, right? All
25:52these videos are social media related.
25:54It was what was the reason why the video
25:56actually worked? Cool, social media was
25:58the topic, we used these proven formats
26:01to package it, but like, why did this
26:02keep working for Gary? And so basically,
26:04what we identified that we hadn't
26:06properly leaned into yet was, yes,
26:07Gary's great at social media, which is
26:09why these videos worked, but we hadn't
26:10even really leaned into the fact that
26:12this Gary's basically been talking about
26:13this shift from social media to interest
26:15media recently. We saw it was resonating
26:17really well on short-form content with
26:19his audience. So this is where you're
26:20even looking at the data outside of
26:22YouTube, of just what's macro trending.
26:24And so we saw something like, we're not
26:25in social media anymore, we're in
26:26interest media, right? And people love
26:28that So we wanted to make a video
26:30centered around that whole narrative,
26:32and we needed to find the best way to
26:33package it. I invented this format on
26:35YouTube based off of these formats like
26:37the new rules of, or this thing has
26:39changed, but nobody even realizes.
26:41There's all these formats that are like
26:42shift-related formats, and I just tried
26:44to think of like, what is a way that I
26:46can make my own one of these formats and
26:47be first to market with it, while still
26:49copying the same underlying psychology
26:51as to why these formats worked, which
26:53are these shift videos. And I I landed
26:55on this the new era of this thing has
26:57just begun. I first actually did this
26:59with a client, Tommy Clark, who's in the
27:01LinkedIn niche, and that was an outlier
27:03for him, did quite well. Obviously,
27:04LinkedIn niche is a small niche. I think
27:05he got like 20,000 30,000 views, so
27:07nothing crazy, but lots of customers.
27:08And then somebody took it to the startup
27:10niche. It was like the new era of
27:11startups or funding has just begun or
27:13something like that. Startup funding or
27:14startups has just begun. That got
27:15hundreds of thousands of views. And then
27:17everybody started copying it. Again, how
27:18do we do it on social media? The new era
27:20of match the interest media. That's
27:22where we basically did this next video.
27:23The subject was already working. Gary's
27:25new thesis of interest media. And a
27:27format that gave it urgency, and that's
27:28where we made this video recently, which
27:29is actually at over 400,000 views now.
27:31This was recently posted, by the way, so
27:33it shows that this is very much being
27:34used in real time. It's probably going
27:35to hit 500k views very soon. Previously,
27:37it was averaging like 10k views. And the
27:39thumbnail format, though, we took from
27:41another shift's format, which was this
27:43thing is about to change forever and
27:45nobody even realizes, which was
27:46originally done by Callaway with social
27:48media is about to change forever and
27:49nobody even realizes. So, we took that
27:50the mail format and did it in this way,
27:53but combined it with our new title
27:54format and kind of like combined them.
27:56Doubling down means preserving why it
27:58worked, and then finding a genuinely new
28:00or better way to use the same signal.
28:03And in that case, you saw it did better
28:04than all of the other videos, right? It
28:06was like the fourth time we did it, but
28:07that one is now doing better. And now,
28:09you know, we'll continue to get more and
28:10more and more better ones cuz we're
28:11finding what's working and finding our
28:13pockets in the niche. Views, leads,
28:15qualified calls, customers, revenue,
28:17that's the funnel. Every upload should
28:19make the next decision better, right?
28:21So, every time you upload, you want to
28:22basically diagnose the funnel. If you've
28:24got proper tracking set up, you'll be
28:26able to see how many views you're
28:27getting, how many leads you're getting,
28:28how many qualified calls you're getting,
28:29how many customers you're getting, how
28:29many revenue you're getting. You've got
28:30to be able to have that data so that
28:31after every upload and after a set of
28:33uploads, after a month of doing YouTube,
28:35you're able to look back and identify
28:38where the bottleneck is. Run a
28:39bottleneck analysis and figure out was
28:41it the fact I didn't get enough traffic
28:42in the first place. Was it the fact that
28:44from the number of views that I did get
28:45in the traffic that I did get, I didn't
28:47convert many of those views and
28:48therefore either I gave a poor call to
28:50action that might have turned views
28:51away, I might have gave it too hard or I
28:53didn't give a call to action at all or
28:55my funnel just sucks. And then you see
28:57you're basically diagnosing where the
28:58drop-off happened so that you can fix
29:01that, iterate through that cycle and you
29:03know you just iterate through this tight
29:04feedback loop to be able to optimize
29:06your YouTube funnel. A few quick things
29:08as well to quickly fire off just like
29:09some spit some facts. Your highest
29:11viewed video can be one of your least
29:12valuable, right? Because an off-topic
29:15hit can attract thousands of people who
29:16ignore every video that you publish
29:17next. You actually want to be very
29:18careful about this because one thing
29:20that you don't want to do is make videos
29:22that are like individual campaigns that
29:24attract different audiences to your
29:26channel where if you attract a viewer
29:27through one video but they don't
29:29resonate with the other videos that
29:30you're making, it can actually really
29:32hurt your channel especially as it
29:33grows. This is what a lot of YouTube
29:35channels do wrong. Like big channels,
29:37they'll be popping and then their views
29:38go low and it's because they're making
29:40all these random videos that they're all
29:41interested in but there's not one
29:43underlying viewer that's interested in
29:44all of them. And so obviously that shows
29:46low viewer satisfaction across videos
29:48and it kind of tanks your videos. So you
29:49want to be very careful. Your YouTube
29:51channel is one overall campaign if you
29:53think of it in the sense of ads. The
29:54videos are individual campaigns. One
29:56viral video might be a clue when you're
29:57doing research but you still need
29:59repeated evidence before you build
30:01around it. You need to see enough data
30:03to understand what was the reason why
30:04these videos succeeded because a lot of
30:05people will just see an outlier video
30:07and be like, "Oh cool title. Let me just
30:09take it." But they might have missed the
30:10100 plus other videos that used that
30:12same format that failed. When you find a
30:13viral video, cool that's signal but you
30:15need to do more diligence to actually
30:17figure out if this is something to take.
30:19A result can have more than one cause.
30:20So when you're finding videos that have
30:22performed outstandingly well and you're
30:24thinking of taking the title, spend more
30:26time to understand why did that video
30:27actually work. For example, there's a
30:28format which is I have this much amount
30:30of experience and learned this. So for
30:32example, I made 300 YouTube videos and
30:33learned this. I sent 10 million cold
30:35emails and learned this. I made 5000
30:36cold calls and learned this. That is a
30:37format that works on YouTube and those
30:39two latter videos that I mentioned are
30:41videos that we did because of the format
30:43that I made three YouTube videos to
30:44learn this. That video got 500,000
30:45views. When we took that format, the
30:47title was cool, but one of the biggest
30:48parts as to why it succeeded was the
30:50execution format, which was that there
30:51was 20 to 40 points in the given video.
30:54If we had not taken the 20 to 40 points
30:56that was from that structure, and we
30:58just copied the title, the video could
30:59have flopped. And so, it's important to
31:01consider not just the title, but the
31:02thumbnail, the video structure, the way
31:04in which the video is delivered. Do they
31:05use a whiteboard? Is it a raw video? Do
31:07they have some sort of unique execution
31:09style that you take note of. Make sure
31:11you find that out, because all of that
31:12is signal and it helps you make better
31:13decisions. A full script can make a
31:14strong expert worse on camera as well.
31:16You need to figure out which ideas
31:18require exact wording and exact planning
31:20versus a short structure with room to
31:22think. You shouldn't be scripting out a
31:23screen recording video. You shouldn't be
31:24scripting out a challenge video. Talking
31:26head videos that might tap into a bit
31:28more of an entertainment audience, or
31:30might require a bit more entertainment
31:32and soothing of that part of the brain,
31:33those usually require more scripting
31:35out, because this is where you need to
31:36like make sure the copy is tight and
31:38retention matters more in those
31:40instances, where you know, you have an
31:41open loop and you transition between
31:43points smoothly, so you don't have drops
31:44off in retention, all that sort of
31:46stuff. And what most editing gurus call
31:48retention is just decoration, especially
31:50for us in the room, because we target
31:52more sophisticated audiences that care
31:54less about this stuff. If a visual does
31:55not clarify, prove, or help the viewer
31:57follow the video and get the lesson and
31:59actually have a better educational
32:00experience, it's just movement and you
32:02don't need it. Specificity always
32:04charges you in reach. If you're going to
32:06be specific, it's going to make you get
32:08less views, but you should pay that
32:10price when the right person feels more
32:13understood. So, you should always go as
32:15broad as you can and make an interesting
32:17title and thumbnail and claim to the
32:19market as you possibly can, as long as
32:21you're not sacrificing resonance with
32:24the core target market. So, what I mean
32:26by that is you always want to go as
32:27broad as possible, but if you start to
32:29make a title and thumbnail that makes it
32:30less clear to the actual true people
32:33that you want that it's for them or not,
32:35you shouldn't make that trade, because
32:37then you're going to attract less of the
32:39target market that you want. The viewer
32:41satisfaction is going to be lower on
32:42average with the average viewer, and
32:44therefore the video is going to get
32:44pushed less. But often times you do want
32:46to think about how can I attract the
32:48core target market in its full, whilst
32:50also attracting that broader market
32:52without sacrificing resonance with the
32:53core target market. So for example, if
32:55you don't understand insulin, you don't
32:56understand fat loss, the people who are
32:57interested in insulin, they're going to
32:59click on that video cuz like holy
33:00nobody's making videos about insulin and
33:01fat loss. That's exactly what I wanted.
33:03But also the broader market is
33:05interested in the fat loss and the
33:06insulin is the unique mechanisms they're
33:07interested in it, too. If you only
33:08research winners, you can prove any bad
33:10idea. Don't just look at the positive
33:11data for formats, because then you have
33:13positivity bias. You have a bias towards
33:14the positive data. You want to also look
33:16at the negative examples as well and not
33:17be blind to that. You need to full
33:19holistic overview of, okay, if I'm going
33:21to do this format, 80% of the videos
33:22succeeded and they were all five to 10x
33:24outliers. There were these few videos
33:25that didn't succeed that used the
33:26format, but two of them were pretty crap
33:28videos, and the one of them, mhm, that's
33:30just risk at the end of the day, but I'm
33:31going to take that bet. You need the
33:32full overview so that you can make the
33:34best decision. Positive shows that idea
33:36can work. Negative evidence shows when
33:38and why it fails, so that you can
33:40understand what pitfalls to avoid with
33:42that specific format. I made 300 YouTube
33:44videos and then this that format works
33:45really well when people copy the 20 to
33:4740 point structure. Oh, this video
33:49didn't work with it, but they just did a
33:50simple three to five point listical and
33:53that was why it didn't succeed. So then
33:54you can understand the rules of the
33:55structure that you need to follow and
33:57have those guardrails. Pre-published
33:58research is still a hypothesis. The
34:00market gets the final vote at the end of
34:02the day. You can do as much due
34:03diligence as you want on formats. And
34:05that's what you need to do, but nothing
34:07is guaranteed. You need to actually look
34:08at the post performance and see how the
34:10video does and then factor that in your
34:12decision making next. Better decisions
34:14need better information and better
34:15interpretation. So if you're going to
34:17make better decisions on what videos to
34:18make, what titles and thumbnails to use,
34:19how to structure the video, etc., etc.,
34:22everything downstream, what editing
34:23style to use, the only way you get there
34:25is through better information and better
34:27interpretation of that information. Find
34:29the information, do the YouTube
34:30research, get the visibility, and learn
34:32how to interpret that data properly so
34:34you can actually transfer it to your
34:36specific application correctly. And this
34:38is a big reason why my clients win so
34:40consistently, right? Like I've got over
34:41100 YouTube channels, so I see across
34:44these channels what gets clicked, what
34:45gets watched, what creates the leads,
34:47what becomes revenue because we have the
34:48tracking. And it also allows me to have
34:50a full internal YouTube research team to
34:52where we're doing hundreds of hours of
34:53YouTube research a week. I've got my own
34:54internal AI tools around how I actually
34:56research, which are literally running as
34:58we speak on our AI systems back home.
35:00And so, I'm able to continuously have
35:03this visibility over what's working on
35:05YouTube more than anybody else. So, when
35:07I step into a niche, I just know what
35:09works better than anybody else because I
35:11have more visibility and I have more
35:12information. More channels equals more
35:13evidence, which makes better decisions,
35:15better results, and then that in turn
35:16gives me more evidence again cuz I get
35:17more clients, and then it's just a
35:18monopoly basically, and it's GG. You're
35:20not going to compete. So, yeah, I'm not
35:21starting blind when I enter a niche. The
35:23person with the best information and the
35:24ability to interpret it will make the
35:26best decisions. And then those decisions
35:28need to be executed properly each week.
35:30So, once you've got the decisions lined
35:31up, you don't want to them up, so
35:32you need a competent editor, you need
35:34competent people to actually execute
35:35those decisions. And that is how you
35:36become the number one YouTube channel in
35:38your niche.
35:39>> [applause]
35:44[applause]

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