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The ONLY 4 Things You Need to Make Sales from EVERY Video — Transcript

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0:00Today, we're talking about monetizing
0:01your content. If you want to make videos
0:03that actually drive leads and sales,
0:05there are four things you have to have
0:07in your content workflow. I call this
0:09the attention conversion funnel. These
0:11four things are how you actually flow
0:13attention into dollars. Now, unlike
0:16typical frameworks, these four steps
0:17multiply together. So, if even one of
0:20them is a zero, the whole equation is
0:22zero, and you will not be able to turn
0:24viewers into buyers. This one framework
0:26is how creators and business owners with
0:28less than 10,000 followers are able to
0:30generate millions of dollars per year,
0:32while others with millions of followers
0:34are barely able to sell anything. The
0:36difference is these four steps. So, in
0:38this video, I'm going to break down all
0:40four pieces of the attention conversion
0:42funnel and the tactical changes you can
0:44make today to monetize more effectively.
0:47[music] And this will work for any niche
0:48at any size for any type of business.
0:50Think of it like the core foundations
0:52for how to make money from content. Now,
0:54I know this works because building
0:55content systems is all I do all day
0:58long. I have a million followers, I've
0:59done billions of views, and over the
1:01last 3 years, I've grown three different
1:03businesses to over seven figures in
1:05revenue, all using this exact same
1:07framework. All right, the first step in
1:09the attention conversion funnel is
1:10called bull's-eye signaling. If you want
1:12someone to buy, when they're watching
1:14your video, you need to have one of
1:16these two thoughts pop into their head.
1:18Either that's the exact thing I'm
1:19struggling with or [music] that's the
1:21exact thing I want. The first one maps
1:23to a core pain, and the second one maps
1:26to a perceived solution for that core
1:28pain. But either way, each of those
1:30feels like a bull's-eye in describing
1:31exactly the thing they're struggling
1:33with. Very simply put, if you do not pop
1:36one of those two thoughts in the
1:37viewer's head during your content, they
1:39will not become a buyer, for sure,
1:41guaranteed, 100%. And it's not my
1:43opinion, this is just base psychology.
1:45Here's exactly how it works. When we
1:47watch content, we immediately bucket it
1:49into one of three groups: potential
1:51solutions, entertainment, [music] or
1:54irrelevant. So, right away, the viewer's
1:55brain is rapidly trying to understand
1:58what bucket your video fits into. If
2:00they deem it a potential solution
2:02because you've bullseye signaled
2:03something they're struggling with, they
2:05will focus and lock in in a completely
2:07different way. But if they don't feel
2:09the signaling, they may still watch it
2:10for entertainment purposes, but it's
2:12really a junk food view that will not
2:14turn into dollars. Three videos later,
2:16they will have completely forgotten that
2:17they watched it. And if you don't
2:19believe me that people do this, think
2:20about the last time where you watched a
2:22video that made you binge more, click or
2:25comment for a lead magnet and actually
2:26want to go down the funnel to see more
2:28information. It's almost always based on
2:30a problem you have or a demonstrated
2:32solution you saw that could be a solve
2:34for that problem. Always. [music] So if
2:36you're the one making content and you
2:38want buyers, step number one is that you
2:40have to get the viewer to bucket your
2:42video into that potential solution first
2:45bucket. Now there are several tactical
2:46things you can do in your content to
2:48make this bullseye signaling happen more
2:50often. I'm just going to rapid-fire each
2:52of them. The first is getting extremely
2:54specific on the topics you talk about in
2:56the examples you share in your content.
2:58This sounds obvious, but you want to
3:00pick topics that tie to the pain points
3:02your ideal viewers have and that align
3:04with your core offer. For example, one
3:05of my offers is that I help business
3:07owners design content systems that help
3:09them grow their business. The biggest
3:11pain points for those types of business
3:12owners are things like not knowing what
3:14content to make, not knowing how to
3:16iterate and improve the content, content
3:18strategy, storytelling, monetization,
3:20how to turn viewers into dollars,
3:22content systems, stuff like that. So if
3:24I want my content to drive more revenue
3:26for me, I should probably talk about
3:28those topics more often so that I can
3:30get a higher level of bullseye
3:32signaling. Now the second thing you want
3:33is an extremely clear first one to two
3:36sentences in the hook or intro that
3:38signal [music] this pain so that the
3:40bullseye signaling can happen. To eat my
3:42own dog food on this, these are the
3:43first three lines I used in the intro of
3:45this video. I said, "Today we're talking
3:46about monetizing your content. If you
3:48want to make videos that actually drive
3:50leads and sales, there are four things
3:52you have to have in your content
3:53workflow. I call this the attention
3:55conversion funnel. The first line is
3:57super clear that the topic is about
3:59monetization. The second line is about
4:00the pain, people not being able to turn
4:02views into leads or sales, and the
4:04second {slash} third line was about
4:06teasing my potential solution. There're
4:07four things you have to have called the
4:09attention conversion funnel. This is me
4:11trying to create enough clarity right
4:13away so that you can properly decide if
4:16this video would fit into that potential
4:18solution bucket. A good rule of thumb is
4:20that you want to be unmistakably clear
4:22so that any viewer has 100% certainty
4:25into whether or not they should opt in.
4:27The biggest reason people can't drive
4:28sales is confusion. Even if you pick a
4:30winning topic that would have signaled,
4:32if the viewer can't parse through what
4:34the video is going to be about, they'll
4:36just default bucket it for irrelevant.
4:38Now, the third thing you can do is try
4:39to tie the emotional state they would
4:41have by keeping a lack of this result.
4:44For example, if you literally reference
4:46the emotion or pain they'd have, things
4:48like frustration, sadness, anger,
4:50confusion, and you tie it to not solving
4:52the problem, that will ratchet up their
4:54interest in finding a solution. Fourth
4:56would be to show or describe what the
4:58transformation could look like before
5:00and after if they find the right
5:02solution. If you remind them of the
5:04result they want and show them how great
5:06the after state could be, again, they're
5:07going to key in and think of this as a
5:09potential solution. Now, fifth and the
5:11last one is to use power words, names,
5:13or branding, term branding, to make your
5:16solution feel like a novel one. I've
5:18talked a lot about this in the past.
5:19Term branding is a very powerful way to
5:22take an old concept but wrap it in
5:24something new. Now, obviously, not all
5:26of those five things need to happen in
5:28the first couple lines, and you don't
5:29even need to do all five every single
5:31video. But, the point is, the faster you
5:33can get someone to opt into this
5:34potential solution bucket, the sooner
5:36they will key in and really focus on
5:38your content. The whole goal of this
5:40first step is to just get them in a
5:41buying state of mind because the other
5:43two, entertainment and irrelevant, I
5:45guarantee will not. All right, now, step
5:47number two in the attention conversion
5:49funnel is called the trust bank. And
5:51this is probably the most important step
5:53in the entire flow. Now, once a viewer
5:55buckets you as a potential solution,
5:56they will lean in and the next thought
5:59that comes into their head is, can I
6:01really trust this person? I'm interested
6:03in what they have to say and it's
6:04relevant for me, but why should I trust
6:06them? And this is essentially a binary
6:08gate when it comes to purchasing in this
6:10moment. If they do trust you enough and
6:13they're interested, they will go down
6:14the funnel. If they don't trust you
6:16enough, they're going to churn and
6:17bounce. And this is where my concept of
6:19a trust bank really comes into play. I
6:21like to think of trust as a bank. Every
6:24time you signal trust to someone through
6:25your content, it's like they deposit a
6:27trust coin into their account between
6:30you and them. Eventually, that trust
6:32balance is so high that they'd pretty
6:34much buy anything from you. This is why
6:36Gary V's give give give ask framework is
6:38so powerful. Every time you give
6:40something for free that genuinely helps
6:42someone, it's like they're depositing
6:43trust coins into your account, growing
6:46the balance. Now, obviously, making 100
6:48posts over several months to deposit 100
6:50trust coins is pretty straightforward.
6:52But the real cheat code in content is
6:54being able to drive up that trust coin
6:56balance quicker than one coin at a time.
6:59And this is where the trust ladder comes
7:01into play. There are eight ways that you
7:03can signal trust in your content. The
7:05ones at the top of the ladder are worth
7:07way more than one coin each. Let's say
7:09the top one is worth 50 coins, that top
7:11rung. The ones at the bottom of the
7:13ladder are worth less. They're still
7:14helpful, but let's say that bottom rung
7:16only deposits you one trust coin. So,
7:18here's the trust ladder broken down in
7:20order rung by rung. I'm going to start
7:21with the bottom one, which is the least
7:23trust coin accruing, the worst level you
7:25could say, and we'll climb up to the
7:26top. The eighth rung, the one at the
7:28bottom, is third-party verification. So,
7:30this would be where you reference a
7:32study or a stat or like a Gallup poll in
7:35your content to justify why whatever
7:37you're about to say is true. This can be
7:39trusted and it's worth one coin, but
7:41it's the weakest type of trust. The
7:42seventh rung, one above, is called a
7:44cold endorsement or testimonial. And
7:47this would be where in my content I say
7:48something like, "I helped Mark, a
7:50business owner in San Antonio, fix this
7:52[music] problem." It's a single case
7:53study from a stranger that nobody knows.
7:55It's still better than a third-party
7:57random stat, but it's not very strong.
7:59And the reason is cuz I could pretty
8:00much make this person up pretty easily,
8:02and there's no way to verify. And also,
8:04because Mark in this case from San
8:05Antonio is so unknown, he doesn't hold
8:07any extra weight. The sixth rung, one
8:10better, is called borrowed verified
8:12proof. And this would be where I would
8:13say something like, "I used Hormozi's
8:15value framework to build this, and it's
8:17worked for him a ton, so it'll work for
8:18me." Essentially, I'm borrowing the
8:20credibility from someone they do think
8:21is credible to kind of latch on,
8:24barnacle on a whale, to someone they
8:25don't. And this is pretty weak because
8:26it doesn't indicate your own ability to
8:29implement for yourself or others, but it
8:31is more valuable because there's weight
8:33to the personal brand that you're
8:34borrowing from. The fifth rung, the next
8:36one up, is called proof of personal
8:38results. And this would be where I say,
8:40"I have personally run my own solution
8:42on myself to solve this problem. Here
8:45are my results." And this is obviously
8:46more powerful than borrowing verified
8:48proof, even if you're relatively
8:49unknown, because it's demonstration of
8:51you getting the result for yourself. The
8:54fourth rung is called group/warm
8:56testimonials. This would be where I say,
8:58"I've implemented this for a bunch of
9:00people," and then rapid-fire name them
9:02with all of their different results. And
9:04obviously, a super bonus would be if one
9:06of the people you've done this for has a
9:08recognizable name and non-zero brand
9:10value. Meaning, if you say, "I did this
9:12for Hormozi," it would carry so much
9:14weight, 10x or 100x a random person like
9:16Mark from San Antonio. And the reason
9:18this is ranked higher is because having
9:20proof of more than one shows a pattern,
9:22even if it's just you, but you're the
9:24only one, that's not as strong as doing
9:26it for 10 other people. Now, the third
9:28rung, the third from the top, is
9:29demonstration of ability in the content
9:31itself. So, this is where you have a
9:33video, whether it's live or recorded,
9:35but you show very deep competency in the
9:37thing you're talking about within the
9:39content. Testimonials can be faked or
9:41oversold or overdramatized without a way
9:44to third-party check them. But in the
9:46content itself, if you're in your bag
9:48and people can tell you actually know
9:50what you're talking about, this signals
9:51very, very high proof. The second rung,
9:53second from the top, is called proof of
9:56audience. If you have an extremely large
9:57audience or personal brand that's clear
9:59it wasn't botted or faked, this
10:01supersedes all of the levels I've
10:03already mentioned. And the reason why is
10:05fair or not, the average person holds a
10:08high regard for someone who's built a
10:10personal audience. They trust it by
10:11default. Kind of like outsourcing the
10:13trust verification to the crowd. If I
10:15have 400,000 subscribers and you just
10:17look at that number, that either means I
10:19must be good at this or 400,000 other
10:22people got duped. So typically people
10:24hold high regard for existing audiences.
10:27This is why the value of a personal
10:28brand is such a strong asset if you can
10:31build one effectively. I've seen tons of
10:33videos where very small accounts with
10:35clearly successful people have shown
10:37demonstration of abilities, but because
10:39their audience is smaller, I discount it
10:41and almost dismiss it. It's not really
10:43fair, that's how it works, but this is
10:44what it is. Now the top rung, the
10:46highest one above everything else, is a
10:48warm endorsement from someone that that
10:50viewer already knows and respects. And
10:53this supersedes everything. A lot of
10:55people watching this will have had
10:56colleagues that shared my video to them
10:58in a work slack or emailed it or DM'd it
11:00on Twitter and said, "Yo, this is the
11:02guy you should study for content." That
11:04warm recommendation, especially if the
11:06person recommending me has trust, will
11:09supersede everything. This is why
11:10referral programs and viral share loops
11:12are so important because those warm
11:14recommendations just have a weight that
11:17you cannot replicate on your own. So
11:18this, those eight steps, is the trust
11:21ladder. The ones at the very top are
11:22worth like 40 or 50 trust coins per
11:24point of exposure. The ones at the very
11:26bottom are worth one to five trust coins
11:28as you expose to content. Now the reason
11:30this all matters is because the more
11:32rungs on the trust ladder you're able to
11:34tick off in a piece of content, the
11:36faster you can build the trust bank and
11:38get someone to trust you. If they trust
11:40you, they will go down the funnel to
11:42steps three and four in this framework.
11:44Now here's a few very important things
11:45to note on this. The level of a viewer's
11:47pain with respect to a certain pain
11:49point is inversely correlated to the
11:52amount of trust needed to get them to go
11:54down the funnel. So if something super
11:55painful, they may be willing to just two
11:58or three trust coins and they're willing
12:00to check it out because it's so painful
12:01they want a solution. But if something's
12:03not that painful and they don't really
12:04have a prioritized need for it, then you
12:06need a lot of trust accrued to get them
12:08down the funnel. Pretty intuitive. Now
12:10the second thing is, as you can imagine,
12:12these rungs stack on top of each other
12:14within a video. So they're not mutually
12:16exclusive. You can have more than one of
12:18them activated at a time. So many of you
12:20watching this trust me a lot. [music]
12:22And if you ask yourself, why is it that
12:24we trust him so much? Well for one, a
12:26lot of you I have been warm recommended
12:28from a friend. So as we said, that's
12:30like the highest level of trust that can
12:32be accrued. But even if I haven't been
12:33recommended to you and you found me on
12:35the feed, the second rung is having a
12:36huge audience or personal brand. I have
12:39huge audiences on almost every platform
12:40and I remind you of that in every intro
12:43on every video on this channel. That's
12:45rung number two. Now third is
12:47demonstration of ability. I actively
12:49spend a ton of hours trying to make this
12:5210 times better than anyone else in this
12:54niche on YouTube. And when I do that and
12:56you hear me talk, you can probably tell
12:58I know what I'm talking about and I'm
12:59trying to demonstrate that ability as
13:01best I can. So that's rung number three.
13:03Now sometimes I also include warm
13:05testimonials or even cold testimonials
13:07for people that I've worked with. I
13:08actually probably need to get better at
13:09that. I have so many of these
13:10testimonials under the surface that I
13:12just don't really like forcing it into
13:13the content because it feels too salesy
13:15for me, but that's something that I kind
13:17of use sometimes. And then rung number
13:18five, which is my own results, I also
13:20always put that in the intro. So at the
13:22very minimum, I've got rungs two, three,
13:24and five in every video. Occasionally,
13:26I've got a warm recommendation on rung
13:28one. I often infuse different frameworks
13:30from Hormozi, rung six, and then
13:32sometimes I infuse different
13:34testimonials, either rung four or seven.
13:36So, if you add all those up, every
13:38single time you're watching a video from
13:39me, especially long-form, I'm accruing
13:4130, 40, or 50 trust coins per shot,
13:44which is how my trust accrues so fast.
13:47And I do similar things on short-form as
13:48well. There's just less real estate in
13:49the video to hammer all these rungs.
13:52Now, tactically, knowing that this trust
13:53ladder is happening and that accruing
13:55the trust coins is a critical precursor
13:57to get someone to buy, what does that
13:59mean for you? Well, A, you want to try
14:01to signal as much trust, as many of
14:03these things on the trust ladder,
14:05especially towards the top, as often as
14:07you can to get people from step one to
14:09step two and then through the rest of
14:10the funnel. So, if you've clearly
14:12signaled trust at this [music] point,
14:14you'll have somebody who's aware of the
14:16potential solution and trust you as
14:18someone to deliver it, and that's when
14:19they will move to step [music] three.
14:21Step three is called the clear ramp, and
14:23this is the ramp to get someone from the
14:26content where they're aware and willing
14:28to go down the funnel to the actual
14:29funnel itself. Think of your content
14:31like a highway, and the viewer is
14:32driving down it at full speed. [music]
14:34When you signal a solution and have
14:36enough trust, they will tap on their
14:38brakes and slow down, open to getting
14:41off an off-ramp. The ramp you want to
14:43build is the off-ramp that gets them to
14:45your products and services. It's the
14:47exit that they'll take to get to your
14:48offer. But, if there's no off-ramp
14:50there, then they'll notice that and just
14:52slam on the gas and keep going. This
14:54acting is it doesn't matter how well you
14:56have teased a solution or gotten them to
14:58trust you in the content if you don't
15:00have an off-ramp to something they can
15:02buy, they will not buy. Now, there are
15:04three types of off-ramps that you can
15:06build into your content. The first one
15:08is a lead magnet. This is by far my
15:10favorite one. A lead magnet is a free
15:12resource the viewer opts in to getting
15:14to give them even more help at solving
15:16whatever problem you teased in the
15:18content. These help build a lot more
15:19trust and they're the lowest friction
15:21way to get somebody from content into
15:23this ramp. In exchange for the lead
15:25magnet, you almost always get their
15:26email address, which is super useful for
15:28building a secondary asset that you can
15:30push more content through to get them
15:31down the funnel. The second type of ramp
15:33is a sales page. This is just a direct
15:36link to some page that has a buy button
15:38on it. And you typically go straight to
15:39the sales page when your product is low
15:41ticket enough where a cold viewer would
15:43just buy it, or your trust coin balance
15:46is so high that a warm viewer would
15:48still spend a ton on a high ticket
15:49product without you in the middle. And
15:51lastly, the third type of ramp is a link
15:53to a sales call or further DM
15:55conversation. This is essentially a
15:57classic call or DM funnel where there's
15:59some sales process happening in between
16:01the content and the buy. And you
16:03typically use this for higher ticket
16:04stuff where the buyer is going to need
16:06more hand-holding, typically because you
16:07don't have enough trust coin balance
16:09built up. But here's the thing most
16:11people get wrong. It's not just about
16:12having one of those three ramps. It's
16:14about trying to align those ramps,
16:16especially the lead magnet, as tight as
16:18possible with the content topic you
16:20covered. If your video just got somebody
16:21fired up about building a monetization
16:24strategy, but then the ramp you give is
16:26something about storytelling or some
16:27random generic thing, well, they're not
16:29going to take it. They're not going to
16:30go off that off-ramp as much as they
16:32would have as if the lead magnet was
16:34about monetization. If I talked to you
16:35on the radio about New York City for 8
16:37hours, but then the only ramp you have
16:38is to Tulsa, Oklahoma, you're not taking
16:40it. But if the ramp is to New York and I
16:42just talked to you about New York, that
16:43alignment is perfect. So, the rule with
16:45ramps is very simple. Make sure you have
16:47at least one for every piece of content
16:49and try your best to align it as close
16:51as possible to whatever problem or
16:53solution you signaled. For example, if
16:54you look at the description of this
16:56video, I have three ramps that are
16:58listed below the fold. And I've got a
16:59bunch more below that once you expand.
17:01But just look at the ones above the
17:02fold. I have my short-form system,
17:04that's the top link, and this is my
17:06personal content strategy for short form
17:08made free for everyone. It covers how I
17:10come up with ideas, how I come up with
17:12hooks, my entire monetization strategy.
17:14It's dripped out super good, and it's
17:15free. So, that's an example of a lead
17:17magnet ramp that's just there, anyone
17:19can have it. The second link is to
17:21Sandcastles, which is the number one
17:22content research tool. Essentially, you
17:24can make Claude like a social media
17:26strategist with our plugin. Super great.
17:28That goes straight to a sales page where
17:30you can buy it automatically. And then,
17:32third, I have a link where you can work
17:33with me one-on-one directly. And this is
17:35if you're a business owner and you want
17:36me personally to help you build a
17:38content system, review your videos, and
17:40really like speed ramp you to success
17:42with content. That's also a sales page
17:44for SFA. Now, each of those three ramps
17:47solves a slightly different problem
17:48depending on what you're struggling with
17:50most. But, the point is they're all
17:52there for every piece of content. The
17:53main takeaway though, and it sounds
17:55obvious, if you don't have a ramp for
17:57people to go down, they literally cannot
17:59give you money. So, if you're trying to
18:00turn views into dollars, you need to
18:02have these ramps there. The simplest
18:03ramp I recommend everybody getting into
18:05place right away, like today when you're
18:07watching this video, is just a free lead
18:09magnet that collects emails in exchange
18:11for some value loosely or tightly
18:14connected to the video you're making,
18:15ideally tightly. If you need help
18:17figuring out what your lead magnet
18:18should be and the different types of
18:19lead magnets you can make, I actually
18:21put a guide together. I'll link it below
18:22completely for free that will step you
18:24through exactly how to figure that out.
18:25And by the way, [music] that right
18:27there, that lead magnet thing, that was
18:29a ramp. That was a lead magnet ramp.
18:31But, that time, instead of the first
18:32three in my bio, that one was super
18:34precisely linked to the pain point I
18:36just opened for you. I said, "Everyone
18:38should have a lead magnet." You were
18:39like, "Oh, no, I don't have one." And I
18:41was like, "Here, take this. It will help
18:43you make one." That is exactly what I'm
18:45talking about for building the solution
18:47awareness, getting you to trust, and
18:49then take the ramp down super aligned.
18:51All right, so those are the first three
18:53steps. We've got one more left. You
18:54could probably guess where this is
18:55going, but the point is these are all
18:57multiplying together. So, if you don't
18:59have the solution potential, they're
19:01never going to care. If you have the
19:03solution potential, but they don't trust
19:04you, they're never going to go down the
19:05ramp. If you have the solution potential
19:07and the trust, but you have no ramp,
19:09they have nowhere to go. So, if any of
19:10those are zero, the whole equation is
19:12zero. So hopefully at this point you
19:14realize you need all three and now we're
19:16going to step four. All right, the last
19:17step, step four of the attention
19:19conversion funnel is the aligned offer.
19:22And this of course is the thing that the
19:24viewer decides to buy once they get all
19:26the way down the funnel. Now I'm not
19:27going to spend 20 minutes in this video
19:29breaking down what a winning and losing
19:31offer looks like. Honestly, Hormozi's
19:33book 100 million dollar offers is the
19:35goat. It's the gold standard for offers.
19:37If you want to learn about offers, just
19:38read that. But let me try to simplify
19:40that entire book into one learning that
19:42I believe is the most important thing
19:44from a psychology perspective that
19:46matters for offer design. The entire
19:47decision of if someone buys something
19:49comes down to one question in their
19:51head. If I hand over this money, how
19:53likely am I to get the result they're
19:55promising? That's it. Every purchase
19:58you've ever made is just you running
19:59that math. It's a risk calculation.
20:01[music] And there are only two levers
20:03that determine where that math ends up.
20:05Price, the more money you have on the
20:06line, the higher risk it is, and trust,
20:09the more trust you have in the person,
20:10the less risk it is. That's the whole
20:12game. Your job as someone designing an
20:14offer is to try to de-risk their
20:16decision as much as possible while
20:18pricing it as high as possible to still
20:20make money. And let me show you exactly
20:22how this works in a simple example.
20:24Let's say that I offered anyone watching
20:25this right now that I would get on a
20:27call for 1 hour and personally design
20:29their content strategy. And all it cost
20:31was $1. How many of the people watching
20:33this would do that? I would say
20:35literally everyone if you have a content
20:37problem or actively making content would
20:40take me up on that offer. And the reason
20:41why is cuz there's basically no risk. $1
20:43is the risk and you get an hour with me.
20:45Okay, now how about I said it cost $100?
20:48Still a no-brainer for pretty much
20:50anyone that has $100 because the risk
20:52reward is so lopsided in favor of you
20:54the buyer. Okay, now let's say it's
20:56$1,000 for the hour. Well, for someone
20:59with a real content problem, a business
21:01that is making money and cash, that
21:03thousand is still a no-brainer. I've
21:04done dozens and dozens of these calls at
21:06above a thousand dollars an hour and
21:08every single person with a 100% hit rate
21:10has left super happy. So, it's not that
21:12a thousand is too high, it's that for
21:14many people they're priced out. But
21:15still, the risk reward for the right
21:17person is in favor of the buyer. Now,
21:19let's go to $10,000 for that single
21:21hour. And that right there, that's where
21:23most people watching this will flinch.
21:25You would think something like there's
21:26absolutely no way an hour of his time is
21:28worth $10,000, da da da. And it's not
21:30that you wouldn't pay $10,000 if you
21:32were guaranteed to get 20 back, it's
21:34that the risk you're assuming when you
21:36outlay the 10,000, you're not sure what
21:39the result will be back and that's where
21:41the risk gets lopsided. And if we
21:43continue the example up to $100,000 for
21:45that single hour, almost every single
21:47person is out. Now, somewhere in there
21:49between $1,000 an hour and $10,000 an
21:51hour, the math flipped for my core ICP.
21:55And it happened because the price kept
21:56climbing until the risk outweighed the
21:58perceived reward. I call this the flip
22:01point of the offer. So, if you're making
22:03the offer and you're trying to design
22:04this, you really have two options. You
22:06price below the flip point, that's
22:08typically low ticket, and you try to get
22:09a bunch of people to buy, or you price
22:11just above the flip point, but you're
22:12going to have to offer some sort of risk
22:14guarantee or de-risk mechanism to get
22:17more people to buy. Now, here's where
22:19this all connects together. You remember
22:20the trust coins I talked about in step
22:22two? This is where you could cash them
22:24in. Because having more trust with the
22:26buyer is one thing that allows you to
22:27raise the price without increasing the
22:29risk. The more trust you bank, the
22:31higher you can price it before someone
22:33feels like the flip point has occurred.
22:35And that is why trust really is like the
22:36most important currency in business.
22:39This is how two people could price the
22:40same identical offer and for one person
22:42it could feel super expensive and the
22:44other person it would feel super cheap.
22:46At the highest level, this really is the
22:47art of offer design. Coming up with a
22:50promise and a price that is de-risked
22:52maximally for the buyer, but where the
22:54price is increased as much for the
22:56seller. Now, for me personally, the way
22:58I approach offer design is the 10x rule.
23:00Whatever the price is that I set, I want
23:02to be 100% sure that in the first 30
23:04days after someone pays, if they do what
23:07I say or follow whatever the product is,
23:09they will get 10x or more the return on
23:12that money. Because when the reward is
23:14that lopsided, the risk basically
23:16disappears. Like for example, right now
23:17I have this offer with SFA where I
23:19literally get on calls, I review
23:21people's videos one-on-one, they get
23:22deep access to me to fix all their
23:24content problems. And we're about to
23:26sell out because the price is so low
23:28relative to the access and the value you
23:30get, it's just completely lopsided and
23:32makes no sense for someone not to do it
23:33if they have content issues. And that's
23:35just where I like to be on the offer
23:37design cuz I want everyone who ever pays
23:39me a single dollar to feel like they're
23:41getting a great deal. And so that's just
23:42how I approach it. I don't know how
23:43other people approach it, but that's
23:45kind of like the core sentiment for how
23:47we do it. Now I've never really touched
23:48offers or offer design on this channel.
23:50I've kind of stuck to content mostly,
23:52but this is something that matters a ton
23:53if you're trying to build a content
23:55money engine and something I think a lot
23:57about. So if you guys want me to make
23:58more videos or even one video dedicated
24:01to offers, comment something like give
24:03me the offer chef with the mustache, the
24:05chef mustache emoji. Drop them in the
24:07comments and then I'll know that's
24:08something you guys want and I can put
24:09that in the backlog for the future. So
24:11to summarize the offers piece, when it
24:12comes to designing offers, there's two
24:14things that matter. [music] The thing
24:15you're selling needs to have messaging
24:16that's aligned with whatever you talk
24:18about in the content, pure alignment,
24:20content offer fit. And two, the thing
24:23you're selling needs to have the right
24:24mix of risk versus perceived reward with
24:27whoever your target buyer is. Now here's
24:29the thing that I mentioned before, but
24:30it matters so much. These things
24:32multiply together. If you don't have an
24:34offer that's compelling, you could have
24:36the perceived solution, the trust, the
24:38ramp to get them there, but if they see
24:40the offer and it's not compelling or the
24:41risk is perceived to be too high,
24:43they're never going to buy it and the
24:45equation is zero. That's why this
24:47framework is multiplication. You need
24:49all four things to fire. They got to pay
24:51attention, they have to trust you, they
24:52have to get to the offer, and they have
24:54to feel like the offer is is to want to
24:55buy it. All right guys, that is all I've
24:57got on this video. As a recap, like I
24:59just said, there are four core things
25:01you have to have in place if you're
25:03trying to turn views into dollars. If
25:05you have those four things in place and
25:06you make content for long enough, it
25:08will turn views into dollars. And if
25:10right now you're making content and it's
25:12not turning views into dollars, you're
25:13missing one of these four things. Either
25:15your content is not properly signaling a
25:18potential solution for someone's pain
25:19point, meaning you're making the wrong
25:21topics or you're framing it incorrectly.
25:23Two, they don't trust you enough. You
25:25are signaling the right thing, but they
25:26don't trust you as the person solving
25:28it. And the way you do that is by
25:29focusing on the trust ladder. Three, you
25:31are getting trust and you are signaling.
25:33However, there's no ramp for them to get
25:36to anything to actually buy. And four,
25:38if there is a ramp, the thing they're
25:39trying to buy, the perceived risk is too
25:41high based on the price because of the
25:43trust you've already built. Typically,
25:45if you're not able to build a money
25:47engine from content, you either haven't
25:48waited long enough or you have a
25:50breakpoint or a bottleneck in one or
25:52more of those four areas. Hopefully,
25:54this makes it super clear into what you
25:56need to fix in order to get that machine
25:58going. Once you have everything
26:00activated and all four switches are
26:01green, you will start to see money come
26:04through. And when money comes through,
26:05all you need to do is ramp up the amount
26:07of content and you'll build the money
26:09pool on the other side. As always, I'm
26:11trying my absolute best on this channel
26:12to cover the stuff that you don't
26:14typically hear all the time. If you're a
26:15creator, if you're a business owner, if
26:17you're a marketer and you're trying to
26:18take content seriously this year, you're
26:20trying to build an engine where you have
26:22attention coming in one side and dollars
26:23out the other, this will be one of the
26:25best channels you can ever watch. So,
26:26make sure to like, make sure to
26:27subscribe and definitely comment if you
26:29have any blockers or questions in the
26:31content funnel you want me to make a
26:32video about. Definitely comment that cuz
26:34that's where we look for new videos. All
26:35right, check all the free stuff we have
26:37in the description and we will see you
26:38guys on the next video. Peace.

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