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The New Rules of Digital Marketing (Ranked for 2027) — Transcript

by Wes McDowell · 5,518 words · 745 segments · language en · Watch on YouTube

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0:00I have never seen marketing change this
0:02much in a single [music] year. AI has
0:04completely disrupted how people find you
0:07and how they decide who to hire. So, a
0:10lot of what worked even in 2026 is
0:12already dead. And that's why I'm ranking
0:14every marketing strategy that you could
0:16be using [music]
0:17to grow your business in 2027. I've
0:20taught this stuff to millions of small
0:21business owners for the past 10 years,
0:23and [music] it's taken my own business
0:24from 5 to seven figures. So, I'm going
0:27to use everything I've learned to rank
0:29these with four criteria in mind. One,
0:32[music] can the right people actually
0:33find you with it? Two, do they get to
0:35know you enough to trust you? Three,
0:38does it turn into paying clients or just
0:40views and followers? And four, how much
0:43of it is in your control? And every
0:45single marketing strategy is going to
0:47land in one of these tiers. S tier are
0:50the no-brainers that are going to rule
0:522027. [music] A can be great for the
0:54right business. B is good, but probably
0:57more as a backup option. C [music] is
1:00you can, but should you? D is don't
1:03count on it. And F means it's just dead
1:05and buried in 2027. So, I'm just going
1:08to pull these out one at a time and see
1:09where they land. All right, first one,
1:12influencer marketing. Okay, so this
1:14one's interesting. There's something
1:16really effective about somebody who
1:18already has an audience who's talking
1:20you up because you get to borrow the
1:21trust that they've built with their
1:22people. It could be a shout out in their
1:24video or an ad read on their podcast or
1:26a post on their feed somewhere. And
1:29because it's coming from somebody that
1:30their people already follow, it's going
1:33to land more like a recommendation than
1:35[music] like an ad. And you don't need a
1:37celebrity to do this either. The smaller
1:39creators whose audience is exactly your
1:41buyer are usually the much better bet
1:43here. you know, their people actually
1:45pay attention and a lot of them charge
1:47under 500 bucks for a post. The only
1:49catch really is that you're borrowing
1:51someone else's trust instead of building
1:52your own and you're going to pay for
1:55that every time. So, uh, that's going to
1:56be a B. And there is a 2027 version of
1:59this, which is AI influencers. And some
2:01of them have actual real followings now
2:03and businesses are basically paying for
2:06an AI person to recommend them. And I
2:08think that's only going to be more of a
2:10thing from here on out. All right, SEO.
2:13This one I'm not super high on anymore,
2:16which is kind of funny because SEO um
2:19was how I used to get found. It was my
2:21whole strategy back in the day. The
2:23problem is Google just answers questions
2:26itself now with an AI answer right at
2:28the top. Even when somebody's looking
2:30for a business to hire, you're up
2:32against the AI answer, the map, the ads,
2:36a box of related questions, you know,
2:37forum threads, all that stuff. And when
2:39that AI answer actually shows up, people
2:42click on the regular results on the page
2:45about half as often as they used to. So
2:47this is definitely [clears throat] on
2:48the decline. On top of that, AI can do
2:51your SEO now for you in like 2 seconds.
2:53So everyone's pretty much on a level
2:55playing field now. The only thing left
2:57that separates you in the SEO space is
3:00authority. Like how long your site's
3:02been around and how many other sites
3:04link to it. And that's all stuff you
3:06can't really control very much. So,
3:08sure, I would say get your SEO basics
3:10covered with AI in just a couple of
3:12hours. Just don't expect it to set you
3:14apart anymore. So, is SEO dead? Not yet,
3:18but it's getting close to it. So, I'm
3:20putting it in C. Short form video. Okay.
3:23So, you know, this is like Tik Tok
3:25reels, YouTube shorts. These are great
3:27for getting found, right? You can rack
3:29up a lot of views and followers pretty
3:31fast. The trouble is, and it's big
3:33trouble, um, it almost never leads to
3:36anybody buying anything from you,
3:37especially if you're more of an
3:39expertise-based business and you sell
3:41what you know. So, how many shallow
3:44little tips can you throw at somebody
3:46before they really start to trust you?
3:48You know, nobody spends enough time with
3:50you for that. And you have to keep
3:52pumping these things out. Sure, business
3:54tips are easy to repost on every app,
3:56but that's still busy work for you. And
3:58even with AI doing it, it still is going
4:00to eat into your time more than you
4:02think it's going to. I've done this
4:04myself actually. I've turned my own
4:05videos into shorts and put them on, you
4:07know, as YouTube shorts, uh, Instagram,
4:10LinkedIn. And a lot of people actually
4:12say that they get more views on their
4:14shorts. I got less. And I've never had
4:17one student tell me that they found me
4:19from a short. I will say though, if you
4:21sell a product, it can probably work
4:23pretty well for you. But for anybody
4:24who's selling their expertise, it's
4:27going into C. All right,
4:30local SEO and Google Maps. So, if you're
4:32a local business, I love this one,
4:34right? If you can really only help
4:36people in your area, it's still one of
4:38the best things you can focus on. And AI
4:41can help you set it up right, but it can
4:43only really help you so much because the
4:45biggest factor in ranking number one in
4:47the map listings, it's it's still just
4:49how close you are to the person who's
4:51searching. So, meaning somebody
4:53searching right next door for you,
4:55you're probably going to come up first.
4:56If they're across town, somebody closer
4:59is probably going to come up. Uh, the
5:01next most important thing after that is
5:03reviews. And they count more now than
5:05they ever used to. And reviews are just
5:07notoriously hard and slow to collect.
5:09So, uh, you're kind of just at the mercy
5:11of your customers for this to ever work
5:13for you. And I personally don't like
5:15being at the mercy of what other people
5:17will or won't do. But for a truly local
5:19business, it's an A. podcast guesting.
5:22Oo, see, I'm torn on this one. There was
5:25a time like five years ago where I
5:27really prioritized getting booked on
5:29podcasts as a guest, but I've hosted
5:32three podcasts myself now, and I would
5:34get just an insane number of pitches
5:37every single day, mostly from PR firms
5:40who hadn't done research, and they would
5:42just basically say, "Hey, look how great
5:43my client is. Wouldn't your audience be
5:45lucky to have him on your show?" And
5:47they were never even a fit for the show,
5:49honestly. So, when you get enough of
5:51those bad pitches, you end up tuning
5:54them all out. Which means if you're the
5:56one doing this, your pitch is probably
5:58going to get tuned out, too. But let's
6:00say you do get booked on a show. Maybe
6:031% of that audience ever follows you
6:05back to your own stuff. It's not all
6:07bad, though. I mean, you still get to be
6:08in front of somebody else's audience
6:10that you never had to earn. Um, and it's
6:12really easy to do these appearances once
6:14you've got your topic and your spiel
6:15down, and [music] you get to look like
6:17the expert. It just doesn't ever lead to
6:20as much as you want it to and it's a big
6:23hassle to get booked. So, this is a C to
6:25me. Cold email.
6:28I hate this one. If you email me and I
6:31never gave you my email address, I
6:33straight up consider that to be a
6:34violation. And let's just call it what
6:36it is. It it is spam. And if enough
6:38people mark you as spam, every single
6:40email you send after that is just going
6:42to go straight into everyone's spam
6:43folder, even the ones that people
6:45actually want. And AI has now made this
6:48problem probably about 10 times worse,
6:50right? Anyone can just crank out a
6:52thousand cold emails that are meant to
6:55sound a little personal. So that just
6:57means way more people are doing it now.
6:59And I've definitely noticed I'm getting
7:00more of them. And what's crazy is they
7:03all say the same thing, which I think is
7:05funny because obviously they're all
7:07using the same AI. Now, to be fair, I
7:10will be a little objective and say they
7:12do still get a few replies. is, you
7:14know, I I think the last stat I heard
7:16was like three or four out of every
7:17hundred that you send. I don't know if
7:19those replies are positive replies or
7:21not. Probably not. Um, and I think that
7:23that number is only going to go down
7:25from here. You know, this was just
7:26spammy bro marketing before AI and AI is
7:29making it worse. So, if this is how you
7:31get clients, I would just jump ship now.
7:33This is going straight into f YouTube.
7:36Okay, no surprise here. YouTube is
7:38fantastic for anybody who sells what
7:40they know. This is the number one
7:42platform for that. Period. People get to
7:45see you and hear you and really get to
7:47know you. So, they're going to trust you
7:50faster and hire you sooner. And it's
7:52still one of the biggest search engines
7:53in the world where people go to figure
7:55out how to do something or how to choose
7:58something. And that's why I would rather
8:00see you make one longer video on YouTube
8:03than, you know, like five short ones on
8:05TikTok or wherever. You don't need a big
8:07channel either. I've got a student dean
8:08who gets two or three new clients every
8:10single week from videos that get like
8:13maybe 100 to 200 views each. And I have
8:15literally hundreds of examples just like
8:17that that I could talk about, including
8:18myself. I attribute my own business
8:20success pretty much 100% to YouTube. Is
8:23it easy? No. And that's why I like it,
8:26right? I'd say 95 to 99% of your
8:30competition is too afraid to ever do it.
8:32They won't put in the work to do it. So,
8:34if you're the one who will, you get to
8:37corner your share of the market and
8:38their share, too. But, and this is a big
8:41butt, it doesn't really work as well if
8:43you're selling a product, right? Because
8:44nobody needs to trust you to buy a
8:47t-shirt or whatever stuff they're
8:50selling on Tik Tok shop. And it's also
8:52less of a sure thing for a lot of local
8:53businesses since YouTube is going to
8:55show you to everybody basically across
8:58the country or world, um, not just
9:00people nearby to you. But if you sell
9:03your expertise and you can work with
9:04people anywhere remotely, this goes
9:07straight up to S. It's a no-brainer. And
9:09by the way, if you're serious about
9:11using YouTube in 2027, and I think you
9:13should be, you're going to want to pick
9:14up my free YouTube to clients blueprint.
9:17It's pretty much my whole system in one
9:18place, and the link to get that is down
9:20below in the description. All right,
9:23Instagram. So, Instagram is great for
9:26certain kinds of businesses,
9:28specifically anything where people judge
9:30you on how your work looks, right?
9:33Artists, photographers, interior
9:35designers, t-shirt brands, like we were
9:37talking about. Um, or if you sell
9:39products, it can work for that, too. But
9:40again, if you sell what you know, this
9:43one's going to be kind of a tough fit.
9:44It's pretty much the same downsides as
9:46short form video. People are scrolling
9:48to kill time. They're not really looking
9:49for anything from you. And the only way
9:52to make it work is to post a lot and do
9:55the trends. And if you're selling real
9:56expertise, why would you be wasting time
9:59doing all these little trends, right?
10:00And even your own followers mostly don't
10:03see your posts anymore, right? On
10:05average, a post reaches less than 5% of
10:08[music] the people following you. So for
10:10most people watching this, it's pretty
10:12much middle of the road. I'm going to
10:14add it to C. But if you're a
10:15photographer or a designer, I'm I'd
10:18maybe bump it up to A for you. All
10:20right, X or Twitter, whatever you still
10:23call it. I actually don't hate this one,
10:26right? It can be a great second place to
10:28be. Um, because you you can post your
10:31ideas and it doesn't take a lot of time
10:33and sometimes they get traction. I don't
10:35think many people get clients like
10:37straight off of X. I've heard that uh
10:39it's a great place to hire thumbnail
10:41designers, but that's pretty specific.
10:43And it's also shrinking as in fewer
10:45people are using it year-over-year and
10:47posts with links in them get pushed
10:49down. So, it's not going to really send
10:51you much traffic. Where I think it's
10:53great is in testing ideas. You know,
10:56Alex Herozi, he posts a bunch of his
10:58ideas there just to see which ones get
11:01any kind of traction and then he makes
11:04videos on the topics that people
11:05actually seem to respond to the most.
11:07So, if you were doing YouTube, maybe the
11:10week before you film, you schedule a few
11:13posts on Twitter with all the ideas
11:14you're kicking around. Then, whichever
11:16one gets the most likes or whatever,
11:18that becomes next week's [music] video.
11:20So, I'm going to put it in B. It's not
11:22like your primary strategy, but it's a
11:24pretty decent and easy secondary one.
11:26All right, Google ads. So, Google ads
11:29work best when somebody needs something
11:31right now, like their pipe just burst or
11:33their AC died and it's the middle of
11:35July, they're ready to call whoever they
11:38see first. Basically, if that's your
11:40business and what you charge is high
11:41enough to cover the cost of the clicks,
11:44this can actually be one of the fastest
11:46ways to get customers. But, there are
11:48some downsides. You know, Google ads are
11:50just getting more and more expensive and
11:52they're pretty hard to run. I've tried
11:54them myself and I've seen a ton of
11:55businesses just waste a lot of money on
11:57them. So, if you're going to do it, you
11:59want to get somebody who knows what
12:00they're doing to help you out. Now,
12:02Google ads don't work so well for like
12:04coaches or consultants or people like
12:05that. Um, cuz nobody's waking up in a
12:08panic searching for a business coach.
12:10And the people who do search are mostly
12:12shopping on price and they're just not
12:14about to hire a stranger off of an ad.
12:16So, I would say Google ads are almost
12:18the exact opposite of YouTube. The
12:20businesses that YouTube is worst for are
12:22the ones Google ads are best for. I'm
12:25actually gonna put this in a because for
12:28the right business, like a local home
12:29service provider with the budget for it
12:31might be the best thing you can do. All
12:33right, LinkedIn. I think this is great
12:36if you have the right kind of clients.
12:37Um, if you're B2B, you should definitely
12:40be on it at least as your second
12:41platform. U, my only gripe is it's
12:44pretty much all written posts or short
12:45videos at this point. Um, and we talked
12:48about how shorts don't let anybody go
12:50deep with you and short written posts
12:52are even worse at that. And I don't know
12:54if you've been seeing this as well, but
12:56I feel like it's gotten pretty snarky on
12:59there this past year. It's just a lot of
13:01people complaining and calling each
13:03other out for stuff. It just feels like
13:05they're rewarding drama now instead of
13:07helpful content, which I think is a
13:09shame. And on top of all the drama, like
13:11so many of the posts are obviously
13:13written by AI now. And and that's
13:15another thing people are getting really
13:16snarky about on there, too. But if
13:18you're going to use it, I would actually
13:20post video there. That's what's growing
13:22there the most. and, you know, be the
13:24person in the feed who's actually being
13:25helpful. How about that? So, I'm going
13:27to put that one in B tier. All right,
13:29live streaming. Okay, this one I love.
13:32Um, you can do it on YouTube or pretty
13:34much anywhere, actually. And I'm
13:35predicting right now that it's going to
13:37be one of the biggest differentiators of
13:392027. I think we're going to see a huge
13:42surge in live streaming this year. And I
13:45say that because people don't trust what
13:47they're seeing online anymore. Right? I
13:49get a comment on just about every video
13:51I make now asking me if I'm an AI avatar
13:53and I laugh, but I also kind of cringe.
13:56Like, have we all gotten that cynical?
13:58But I actually think going live is going
14:00to be the antidote to that. You know,
14:01people watch you react and answer their
14:03question right there in real time and
14:05they see you're real and a person. Now,
14:08I go live mostly when uh enrollment
14:11opens up for my YouTube clients academy
14:13a couple times a year and it's always a
14:16lot of fun to do, right? People get to
14:17ask me about their situation and about
14:20the program and I get to help them
14:22figure out if it's right for them in
14:23real time. And there's something about
14:25for that person who already watches you
14:27and likes you and they hear you say
14:29their name live. There's just something
14:32special there that you can't get any
14:33other way. So, I'm going to be doing
14:35more of these in 2027. It's way easier
14:38and faster than doing a normal video,
14:40too, right? You don't need to write a
14:41script. You don't have to edit it. You
14:43just do it and then you're done and
14:45there's nothing more to do. Plus, people
14:47don't really expect the polish of an
14:49edited video. So, it's really kind of
14:51just a come as you are situation, which
14:53is a nice break sometimes. The one
14:55catch, the one downside, if there is
14:57one, is um hardly anyone's ever going to
14:59watch it once it's over with. So, you're
15:01really mostly just doing it for the
15:03people who come live. But it's going
15:06straight to S because it's just so
15:07powerful in the moment. Referrals. Ah,
15:11good old referrals. You know, referrals
15:12are a mixed bag. So, I get so many
15:16business owners telling me that's how
15:17they get all their business and they're
15:19really proud of it as they should be.
15:20You know, a referral is a good thing.
15:22Um, my problem with them is you do not
15:25control how or when or even if they come
15:29in, right? You're putting the future of
15:31your business in the hands of people who
15:33you probably don't even know that well
15:34to begin with. And I recently heard this
15:36stat. It kind of stuck with me that
15:38basically says like nine out of 10
15:40people say that they'll refer somebody
15:43to you, but [music] only about three and
15:4510 of those people actually do. So
15:47referrals are nice when they come
15:48around, but you know, let's just look at
15:50them as the gift that they are and stop
15:52pretending that they're actual
15:53marketing. So I'm putting this in D.
15:55Don't count [music] on it. And it's
15:57honestly not even really marketing to
15:59begin with. Facebook. Okay, so I don't
16:02really use Facebook anymore except for
16:04there's a group I have set up for my
16:05students and [music] I never hear
16:08anybody else talk about it either. I
16:09think it's kind of dying and I did hear
16:11that Meta's daily users just went down
16:13for the first time ever. It's always
16:15been kind of going up. Even even when it
16:17felt like it was dying, it was always
16:18going up. Now it's actually gone down.
16:20And for anybody who sells what they
16:22know, it's the same problem as the other
16:25social platforms we've been talking
16:26about. It's short videos and text posts.
16:29So, nobody ever really gets to know you.
16:31But I will say the grown-ups are still
16:33there, right? I think it's like 70% of
16:36adults still use it. And people in their
16:3830s and 40s are the most likely ones to
16:40be on it. So, it's one of those things
16:41where people love to complain about
16:43Facebook, but they're still kind of
16:45quietly using it. They're probably just
16:46not talking about it. So, I would say if
16:49your clients are a little older, they're
16:51probably still on there. And the groups
16:54are still strong. I still kind of like
16:55the Facebook groups for that reason. Um,
16:58so you might as well repurpose some of
17:00your better stuff here if your audience
17:02is 40 plus. I just think it's kind of in
17:04the rear view. So I'm giving it a C.
17:06Social media ads. Okay, so like Facebook
17:08ads, Instagram ads, Tik Tok, all that
17:10stuff. I'm putting them together. Um, so
17:12this is another easy way to waste a lot
17:14of money if you don't know what you're
17:16doing. The upside is you do get to skip
17:19the posting hamster wheel, right? You do
17:21still need new ads though um pretty
17:23often, but AI has made that easier. Even
17:27video ads with you in them, you can kind
17:29of crank those out. Now, I actually ran
17:31some meta ads for my own course this
17:33past year. And the first time we did it,
17:36it was like a week test that made about
17:38twice what we spent. So, we got kind of
17:40cocky about it. We tweaked some things.
17:42And then the second run lost money after
17:45we did that. And just like Google ads,
17:48um, they do get more and more expensive
17:50every year. And part of that's AI,
17:51right? You know, Metazone AI tool does a
17:54lot of the targeting now. So, it's a lot
17:56easier for people to get started. But if
17:59it's easier for you, it's easier for
18:01everyone else, too. And the more people
18:02pile in, the more it costs you. So, my
18:05rule about ads is um, only ever run them
18:08once your offer is already selling
18:09without them. that can be good at adding
18:12fuel to the fire, but you cannot ever
18:14buy your way out of an offer that isn't
18:16converting. And you want to get somebody
18:18who's good at running them to do it for
18:20you. So, I'm adding this to be your own
18:23podcast. So, uh yeah, starting your own
18:25podcast. This one's tough because if you
18:29could get a podcast people actually
18:31listen to, I might like it even better
18:33than YouTube. You know, you feel like
18:35you know a podcast host, right? Even
18:38more than a YouTuber because it's
18:39longer. there's more room for
18:41personality and people they just put up
18:44with your tangents which you know makes
18:46you feel more like a real person. But it
18:48is really hard to get new listeners to a
18:50podcast. The apps they don't put new
18:53shows in front of you the way that
18:54YouTube is going to show you thumbnails
18:56from people you've never watched before.
18:58Most people find a podcast because
19:00someone told them about it or maybe they
19:02saw an ad for it or something. It's
19:04great in theory. It just doesn't work so
19:06well in practice. The workaround here
19:08though would be like a video podcast on
19:11YouTube, which is, you know, just think
19:12of it like a podcast with a camera
19:14turned on. So people can find it on
19:17YouTube and they can either listen to it
19:19or they can sit down and watch it. And
19:21YouTube is the number one place now that
19:23people get their podcast, believe it or
19:25not. So I'm actually going to break my
19:26own rules and split this up. So a video
19:28podcast on YouTube, I'm giving that an
19:31A. Audio only, I just wouldn't count on
19:34getting found with it. So I got to put
19:36it in D. AEO. Okay, so this is like AI
19:40SEO essentially. It's pretty much the
19:42new version of SEO where you try to get
19:44AI chats like ChatGBT or Claude or even
19:47Google's own uh AI to recommend you in
19:51your business. So, I'm really into this
19:54so much more so than SEO right now. And
19:56here's why. So, people are starting to
19:58ask ChatgBT or whichever AI they like
20:02best who they should hire for their
20:04exact situation. and it's going to make
20:06a recommendation or it's at least going
20:08to give them a really short list. And
20:10people trust that recommendation way
20:13more than a search result because
20:15[music] they told it about their
20:16specific circumstances and it feels like
20:18it did the research just for them. As
20:21opposed to old SEO, you just figured
20:24that the top link was the best at SEO.
20:27But with AEO recommendations, you really
20:30feel like that's the best business for
20:32you. Now, this is already happening.
20:34This isn't some future thing. Um, almost
20:36half of people are now using AI to find
20:39local businesses, up from about 6% a
20:42year ago. And I also like this one for
20:44newer businesses because the AI doesn't
20:46really care how old your website is or
20:48anything like that. It just cares more
20:50about like what your website and what
20:51other websites say about you. And the
20:54website it pulls from the most is
20:56actually YouTube. And the videos it
20:58pulls from don't even need a lot of
21:00views for AI to recommend you. There's
21:02this gutter installer in I think he's in
21:05Tennessee who gets recommended by AI to
21:07people in his area all the time. And
21:09it's because of the videos he put on
21:12YouTube. [music] So, if you're a new
21:14business, I would focus on this way more
21:16than regular SEO right now. Even if
21:17you're not new, this is the future. I'm
21:20putting it in S. Cold DMs. I can't tell
21:23you how much I hate these two, right? I
21:24get them every day on Instagram and
21:26LinkedIn, and I block everybody who
21:28sends me one of these. Um, to be fair,
21:31again, it is a numbers game. One guy
21:34sent, I think, like over a thousand cold
21:37DMs and he got five sales calls out of
21:39it. So, I guess it kind of works. It's
21:42kind of a low batting average. But half
21:44of people actually delete cold messages
21:46without reading them. And I think like
21:4875% of people have already blocked
21:50somebody because of it. So, it's not
21:51just me. I'm not alone. And AI is doing
21:54its thing here, too. It's making it a
21:55bigger numbers game every single year,
21:57right? people have AI dig up one little
22:00thing about you so it feels personal and
22:03then send the same thing to a thousand
22:04other people. So even if you did your
22:06homework, um you're still going to get
22:09buried under everybody else who didn't
22:11bother. And I got to say, hitting
22:13someone up with a cold pitch is just the
22:14wrong way to start. Even if you got the
22:17client, how much do you think they're
22:19going to trust that you're actually good
22:21when it was your idea and not theirs?
22:24And they're probably going to push back
22:25on your prices and all that stuff, too.
22:27is just it's probably going to lead to a
22:28bad client is what I'm saying. And
22:30whatever you can probably still squeeze
22:32out of this right now, there's going to
22:34be less of it every year. So, I would
22:36just get out now before it's too late.
22:38This one is also going in F. All right.
22:40Writing a book. In theory, I like this
22:43one, right? You self-publish a book on
22:45Amazon. You do it on Kindle and make an
22:48audio book. So, it's a good way for
22:50people to discover you and then inside
22:53you're you're proving your expertise and
22:55you're putting little mentions about how
22:57they can work with you. So, and I'm
22:59actually in the middle of writing a book
23:00like this myself. And I will tell you AI
23:04makes it easier, but if you do it right,
23:07it's still going to take the better part
23:08of a month even with AI. And because it
23:10got easier for everybody, there were
23:12about three and a half million
23:13self-published books last year alone.
23:15So, Amazon was crowded before AI and now
23:17it's a lot more crowded. So, the tricky
23:20part is just getting yours found. And
23:23here's the harsh reality. Um, you're not
23:26going to sell that many books. Even
23:28bestseller, like New York Times
23:30bestsellers sell fewer copies than you'd
23:33think they do. So, the value really has
23:35to come from what each client is worth
23:37to you. So, if your client's worth like
23:39under 5,000 bucks a client, it's
23:42probably not going to work out very well
23:43for you. I'd say um closer to $10,000
23:47and up per client, that's when it's
23:49going to start to work for you. In other
23:51words, um this is not a volume play. You
23:54you're going to get a few people. You're
23:55you're trying to attract a few whales
23:57basically with this. And again, since
23:59it's the written word, it's just going
24:01to be harder for people to connect with
24:02you as a person as they're reading it.
24:04So, um the one workaround here is I
24:06would I would do an audio book and I
24:08would read the audio book yourself and
24:10load it up with stories and personality
24:12as much as you can. So, for high ticket
24:14experts only, uh, this is a B. It's a
24:17lot of work, but with a decent possible
24:19upside, email marketing. Okay, so unlike
24:22cold emails that we talked about before,
24:24this is more about sending emails to
24:26people who actually ask to hear from
24:28you. So, I'm a huge believer in this
24:30one. [music] Somebody opts in for your
24:31lead magnet or your newsletter, so they
24:34know they're going to be hearing from
24:35you, and then you send them helpful
24:37stuff, and every now and then, a more
24:39direct sales email. Is email marketing
24:42sexy and shiny and new? No. But it's
24:45still the most profitable type of
24:47marketing there is. All the big industry
24:49studies have said something about like,
24:51you know, you get about 36 to 42 bucks
24:54back for every dollar you put into it.
24:56And other than the occasional, you know,
24:58sometimes you'll find your emails
24:59getting into people's promotion tabs or
25:01something. Um, other than that, there's
25:03no real algorithm deciding who sees it.
25:05If they asked for it, you can reach
25:07them. And this is how I run my own
25:09business and sell my program. You know,
25:11people sign up for my lead magnets. I
25:13email them every week when a new video
25:14comes out. And then when I open
25:16enrollment a couple times a year, I
25:18email them again and we sell it out.
25:20This is S tier all the way. Okay? So, if
25:23you're paying attention up top, we've
25:24got YouTube, live streaming, AEO, and
25:28email. Now, don't make the mistake of
25:30thinking of these as four random
25:32strategies. together. They are the
25:34ultimate perfect marketing strategy for
25:362027, especially for you expertise-based
25:39businesses. So, you make a YouTube video
25:42every week, some of them with a lead
25:43magnet that ties into the video topic,
25:46and then viewers can opt in for [music]
25:47that. You email those people every week
25:49when a new video comes out. And then
25:51once a month, you make that week's video
25:53a live stream, and [music] you use your
25:56email to tell people to bring their
25:57questions and their situations for you
25:59to weigh in on. It's a great way to
26:01build trust. And AEO is built right into
26:04this. As long as your videos talk about
26:06the kinds of people you do your best
26:08work for and what you do for them, every
26:11video you make is feeding the AI what it
26:14needs to recommend you to the right
26:15people. And the whole thing runs on just
26:18one weekly video. Most of your
26:20competition is never going to do this.
26:22And the people who do get all the
26:24clients. And if you want to be one of
26:25them, your first step is to click right
26:27here to download my free YouTube to
26:29clients blueprint. It's my whole start
26:31to finish system for getting clients
26:33from YouTube in 2027 with everything you
26:36need to do it.

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