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The Proven Framework That Turns Attention Into Money — Transcript

by Jay Clouse · 7,072 words · 1,010 segments · language en · Watch on YouTube

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0:00If your views are increasing, but your
0:01revenue is not, then something is
0:03broken. Unfortunately, I see this all
0:05the time. It's never been easier to
0:07build a following only for that to mean
0:09absolutely nothing. Most creators are
0:11better at capturing attention than
0:13capturing a return on that attention.
0:15They drive a ton of views, but they
0:16don't see that translate into revenue.
0:18I'm going to show you how to fix it. In
0:20this video, I'm going to show you the
0:21two main levers that you can pull to
0:22increase revenue in your creator
0:24business. So, anytime it comes to
0:26revenue growth, I think there are two
0:28main levers you can pull. One is traffic
0:31and the other is conversion. Traffic
0:33being more attention to your stuff and
0:36conversion being more of the attention
0:37you're getting, taking some form of
0:40action that you think downstream
0:42eventually will become revenue for your
0:44business. I think a lot of people
0:45actually start here on traffic. But
0:48typically I actually like to start on
0:49the conversion side because if you are
0:52converting one out of 10 customers
0:54that's you know 10% conversion and for
0:58every 100 visitors you'll get 10
1:02customers to make simple math. If you
1:04increase your conversion to uh 15% or
1:0720%. That means for the same 100
1:10visitors you would get 15 or 20
1:12customers. Which means if you double
1:15traffic, if you double traffic and
1:16you're getting 10%, then that's 20
1:18customers. If you double traffic and
1:20you're getting 20%. That's 40 customers.
1:24So you can see this is a force
1:26multiplier. When you improve conversion
1:28first, then traffic improvements have a
1:32much higher return. So when I talk about
1:34conversion, what does that mean? At any
1:36point that you want the listener, the
1:39reader, the viewer, at any point you
1:42want your audience to take a specific
1:44action, that is a conversion point. So
1:47what are the conversion points that I'm
1:50thinking about that are important in my
1:52business? Well, I just listed three of
1:53them. Okay, converting social traffic to
1:55email is one of the biggest. Email is
1:59arguably the greatest asset that I have
2:01in the business, my email list. This is,
2:04you know, anyone who has traded over
2:06their email address is saying, I'm
2:08giving you permission to send me
2:11messages and I will continue to receive
2:13them for as long as I consent to receive
2:15them. People can unsubscribe at any
2:16time. But what's magical about email,
2:19and I know I'm probably preaching to the
2:20choir to a lot of you, it's a
2:21relationship you control. On social
2:24media, there's a platform in between you
2:26and your followers. It is not guaranteed
2:28that anybody who clicks a follow button
2:31on some platform is ever going to see
2:33your content again. There is no
2:34guarantee. There's no guarantee that
2:36your followers will actually see the
2:38things that you make. However, in email,
2:41it is much more reliable. It's not
2:43perfectly reliable because, of course,
2:45email inboxes have some degree of power.
2:48You know, Gmail will try to filter
2:50things into promotions or different
2:52tabs. Apple Mail is the same way. But by
2:55and large, if someone says, "I'm giving
2:57you permission to email me," that email
2:59will end up in their inbox in a
3:01chronological order. And if they've
3:02engaged with your emails before, opening
3:04them, replying to them, it's much more
3:06likely it's going to show up in their
3:07primary inbox right in front of them.
3:10It's more reliable. The other great
3:11thing about email is the distance
3:13between receiving an email and clicking
3:15to some page where I can take some sort
3:18of action is just much shorter. It's a
3:20lot easier to get people from email to a
3:22landing page, a sales page, some other
3:24asset than it is on social media. On
3:27social media, it's much more difficult
3:29to get people off of social media cuz
3:32those platforms don't want you to get
3:33people off of social media. So, the game
3:36is how can I get people away from my
3:38discovery platforms, social media,
3:41YouTube, and into email. And this has
3:45gotten much more difficult in the world
3:48of social. It used to be that on
3:50Twitter, now X, I could post a thread.
3:54At the end of the thread, I would have a
3:55tweet that says, "If you like this, you
3:56would like my newsletter." That type of
3:58strategy did very, very well on X. It
4:01still does okay on LinkedIn, but it's
4:05not really what's driving subscribers
4:07now for for folks like me. Doesn't work
4:09as well on X. Doesn't work as well
4:11really anywhere. And so what I am
4:14focusing more on is can I said more on
4:17what I'm focusing more on is getting
4:21people from YouTube to email because I
4:24see YouTube as the best most reliable
4:28discovery platform that I have. Now
4:31granted it is hard to continue to get
4:34traffic on YouTube. If you make a great
4:36video and it uh does well and continues
4:40to get evergreen traffic for you. That
4:42is wonderful. And you want to build a
4:44library of videos and assets like that.
4:46Our Jenny Hoyos video has almost 4
4:48million views all time. It's getting
4:51thousands of views per day still. That's
4:54an incredible asset. Something I made
4:56gosh nearly 2 years ago at this point is
5:00still getting thousands of views per
5:03day. That is a wonderful asset and
5:05that's the power of YouTube. Now, what I
5:08didn't do well with that video is having
5:10some sort of mechanism or some sort of
5:12reason why people watching that video
5:15should convert to an email subscriber or
5:17even how to convert to an email
5:19subscriber. And that is our big priority
5:21this year on the email conversion front
5:25is to say every single video that we
5:28publish on YouTube will have some
5:30relevant asset that goes along with it
5:33so that during the video I can call out
5:36audibly show it on screen. By the way,
5:38we have a companion resource for this
5:40video. It's linked at the top of the
5:42description. We just released a video
5:43explaining my launch process for Creator
5:46HQ from last April. In the video, we
5:49say, "By the way, these graphics, these
5:50resources, the template of an email I
5:53sent to ask for testimonials, all of
5:56this is included in the link at the top
5:58of the description." And the goal is
5:59some percentage of viewers to the video
6:02are compelled to take the action of
6:04saying, "I want these resources. I want
6:06this additional context." They go to the
6:07link in the description. And that is a
6:10form uh to our email list. It's built in
6:14Kit. Basically, what I do is I make a
6:16new form in kit for every one of these
6:19videos. I embed it on a uh new page on
6:23the website that's specific for this
6:25video. And when people download the
6:28resource, I can see what form they came
6:31from. The link I use in the description
6:33is a link from
6:34short.io that redirects to that specific
6:38page. So, I can see how many people from
6:39YouTube are clicking on that link. I can
6:41see how many people from YouTube are
6:43subscribing to this resource. I can get
6:47a sense for which videos, which calls to
6:49action work best for getting people from
6:52YouTube to email. And then behind the
6:55scenes, we're building more um sequences
6:58and processes, automations to try to get
7:01people from the point of subscribing to
7:03getting them all the best resources that
7:05they could want in their business and
7:06then eventually uh leading them to a
7:08purchase if it makes sense for them. So
7:10that's the name of the game on YouTube
7:11this year is can we measure and
7:13attribute direct traffic from YouTube to
7:16email and then from email to eventually
7:18becoming a customer uh at some point.
7:21That is our biggest conversion goal for
7:25discovery traffic in the business. Other
7:27platforms I think uh LinkedIn still has
7:29opportunity. It's it's harder to do this
7:32on Instagram and Tik Tok. Certainly
7:34easier on Instagram than Tik Tok. You
7:35know, the way people used to do this
7:37deplatforming from social to email was
7:40with a quiz or go to the link in my bio.
7:42What we see more and more now is um
7:45conversational marketing and automation.
7:47We had an episode with Natasha Willis um
7:50a few months ago. She told us a lot
7:52about Instagram automation using many
7:54chat. And so a lot of people on
7:56Instagram in particular will say just
7:58like our YouTube strategy, I made a
8:00resource, comment this word and I'll
8:03send it to you. And that transaction,
8:05that conversation happens in direct
8:07messages. Then people subscribe via
8:09direct message. Then they get into the
8:10email system. That's the next step once
8:12we figure out this YouTube system. But
8:14my Instagram account is not nearly as
8:16effective as my YouTube channel for
8:19getting new traffic. And so we're
8:21focusing on YouTube first. Next, I am
8:24constantly trying to get more people to
8:26listen to the audio podcast. This is
8:28another point of conversion that matters
8:29to me because when I look at the data of
8:32folks who apply to the lab, which is my
8:35main offer, 60% of people who apply to
8:38the lab tell me they listen to this
8:40show. And so I know that the highest
8:44contributor, the biggest contributor to
8:46new members of the community, both in
8:48terms of volume and in terms of quality
8:51is this show. So how do I get more
8:54people listening to the podcast?
8:56notoriously difficult thing to do. The
8:58only person that really approaches this
9:00with any level of vigor and um you know
9:05research is Chris Hutchkins that I
9:07found. Chris Hutchkins was on the show
9:09in episode 177. I'll link it in the show
9:11notes. And he has done a lot more
9:13research on how to actually grow your
9:16audio show than anybody else in my
9:18opinion. And really it seems to come
9:19down in his opinion to three things. One
9:23is being a guest on other shows. Two is
9:25doing cross promos, which is basically
9:27like a short snippet, an ad read by the
9:30host for another show, and you do it on
9:32each other's shows. The third is feed
9:34drops, meaning you actually drop an
9:36episode of your podcast into somebody
9:38else's feed. I think there's a fourth
9:40that probably he would count as
9:42guesting, which is basically saying,
9:44"Let's co-create two episodes. Let's
9:46talk for two hours. Let's divide it in
9:48half. I'll post one episode on my
9:49channel, you post one episode on your
9:51feed, and then we'll release them the
9:53same week and say, "If you want the
9:54other half of this conversation, go
9:55listen to the show." So, I'm going to
9:56try that in audio. But I also believe
10:00that I can get people from email to
10:03podcasting slowly, painfully over time
10:06by continuously talking about the
10:08podcast. And the best success I've had
10:10in this so far is not by sending an
10:13email and saying, "Hey, there's a new
10:14episode of the podcast. Go listen to
10:15it." but by structuring the body of an
10:17email around one of the points that was
10:20made in the podcast and saying, "By the
10:22way, there's a lot more about this in
10:24today's episode or this was taken from
10:25today's episode of the podcast where
10:27you'll also learn X, Y, and Z." So, the
10:30email itself needs to be standalone
10:32valuable because most people will not
10:34click to go listen to the podcast. So,
10:35if the email just says go listen to my
10:37podcast and most people don't click to
10:39to to the show, that means they just had
10:41a bad experience in email. So, you need
10:43to make the email itself valuable and do
10:45that by pulling an insight from the show
10:47and then let people know here is where
10:49you can listen to the full episode. I'm
10:50going to continue to do that in email.
10:52And then eventually conversion really
10:55comes down to can we convert email
10:57subscribers, audio listeners into
10:59customers where it makes sense and
11:01serves those people. I am somebody who
11:03doesn't love doing launches. I prefer to
11:07sell my products evergreen because the
11:10best way to do launches is to have some
11:14level of scarcity, urgency. These are
11:17just the levers that get people to
11:18purchase because there's a forcing
11:20function there and people know this. But
11:22I think it leads to a lot of
11:24dishonesty, bad activity, people kind of
11:28making false urgency and false scarcity
11:32just for the sake of getting people to
11:34make a high pressure decision. So I
11:36don't like that. I don't like the the
11:37work that leads up to launches. What I
11:40prefer to think about is anticipation.
11:43Can I make something that people are
11:44really excited about and talk about it
11:47for a long time before it's available so
11:49that when it finally is available for
11:51purchase, people have been anticipating
11:54it. They've already decided they want it
11:56and now they can make that purchasing
11:57decision. I also really like uh having
12:00incentives for fast action, whether that
12:02is having a specific discount for people
12:05who signed up for the weight list early
12:07as a thank you. The people who purchase
12:09something early are likely your biggest
12:11fans. And I think it's a good practice
12:14to give your biggest fans the best price
12:17and best opportunity when they are
12:19taking action early. I'm thinking about
12:22email and podcasting and how do we get
12:24people to be aware of our products at
12:28the time where it matters to them
12:30without doing launches or some sort of
12:32fake urgency. And really what I do is I
12:35talk about the products. You know, I'm
12:36I'm always surprised, but then I think,
12:39okay, that's obvious. The more you talk
12:41about your products, the more sales
12:42you'll have. And so, if you're not
12:44getting enough sales, consider talking
12:46about your products more. And I think
12:48that will that will help. When it comes
12:50to purchasing products, the question is,
12:53which products are you promoting? Which
12:56products are you trying to get people to
12:58purchase? A lot of creators when they're
12:59trying to drum up new revenue, they
13:01think, I need to create a new product
13:04because when I make and launch a new
13:06product, people come out of the woodwork
13:07and they purchase and it's awesome. And
13:09I've been there. I get that. I've had
13:11that experience as well. The last new
13:12product I launched was a 4-hour workshop
13:15with my producer Connor where we talked
13:17about building a YouTube channel around
13:20a podcast. That did better than I was
13:22expecting. That did somewhere around
13:25$26,000 in sales in a few days leading
13:29up to the workshop. Much better uh
13:32outcome than I was expecting. So, I feel
13:34the urge at times also to say, "Let's
13:36build a new product." But the thing I
13:38come back to a lot, even with that great
13:41outcome with that product, my top
13:44product, the lab, my biggest offer,
13:47generates far and away the most revenue
13:50in the business. And every time I think
13:52I should make a new product, I ask
13:54myself, but what would happen if I took
13:56that same effort and made the lab better
13:58and talked about the lab more or in a
14:00different way? because the outcome is
14:04likely much much better than making a
14:06new V1 of a product. I can make V10 of
14:11the lab, you know, like the 10th cycle
14:13of improvement on the best offer. And
14:15the reason that this is compelling is
14:18things that are remarkable are typically
14:20made and improved upon for literal
14:23years, you know, and also things that
14:25have the greatest competitive advantage,
14:28competitive moat protecting them are
14:30things that have been improved for years
14:32because that is your defense against
14:35somebody new entering the market and
14:36making a competing product. Sure, you
14:38can do that, but I've been doing this
14:39for years, and I'm going to improve my
14:41product at the same pace that you are
14:43going to improve yours, which means I
14:45naturally have a multi-year edge on you.
14:48So, every time I think about creating a
14:50new product, I come back to the lab and
14:51say, "Let's just make the lab better."
14:53Something we're doing right now is I am
14:56about to spin up another round of
14:58masterminds within the community. I've
15:00tried this in the past and it has failed
15:03in the past because it's really tough to
15:07have masterminds in a community sustain
15:10if you don't have a clear leader in that
15:12group. So, I think I have a new solution
15:14for solving the leadership problem. Um,
15:17and I'm excited about it. And the great
15:19thing is I think this is going to add
15:22huge value to the community. And when it
15:24comes to okay, well, should I increase
15:26the price for that value? I'm not going
15:29to do it. I'm going to keep the price
15:30exactly the same. I'm going to continue
15:31to make the the product better and more
15:34valuable without raising the price. I
15:36think the prices are at a great place
15:38for standard and VIP and even the basic
15:40tier. And I just want to make those
15:43products better and better so it becomes
15:45both an easier yes to join for the first
15:48time, but but more importantly, I want
15:51renewals to be a nobrainer year in and
15:54year out. I think the lab can provide so
15:56much value in just a couple of exchanges
16:00that there's just no reason you should
16:04think about not renewing if you are
16:06putting in some effort to be in the
16:08community and seek out some of that
16:10help. One example we had in the
16:12community this past week, we had a
16:14creator ask a question. He was
16:15considering investing in a certain
16:17program and it was not a cheap program.
16:20It was like a $10,000 program. And uh he
16:23asked, "Has anyone had experience with
16:25this? Would you invest in it?" And a lot
16:27of people in the community had
16:28experience with it. They said, "I would
16:29not invest in it." That's a $10,000 ROI
16:33in one post in the community. So, I um
16:37I'm excited about this. I got a little
16:39bit off track. Um but I'm excited about
16:40this mastermind program, making it
16:42better. As I think about my next
16:45educational product, I think about my
16:48signature products course. I'm going to
16:50build that and launch it in the lab. I'm
16:53going to do that for members of the lab
16:55first before I ever think about selling
16:57it publicly because it's a great way to
16:59test things. It makes that product
17:02better and more valuable. And
17:04ultimately, in a membership, you really
17:06shouldn't be optimizing for new members.
17:08You should be optimizing for member
17:10retention. Anyway, we're talking about
17:12conversion here. Sorry, I got a a little
17:14bit off on a tangent. We're talking
17:15about conversion. The biggest question
17:16is, what is the product I'm trying to
17:18sell? And my takeaway for you is you
17:21should focus on fewer products. You
17:24should focus on a signature product and
17:26say, let's improve conversion to that
17:29product and get that really, really
17:31working before we ever consider building
17:35some new product. And when it comes to,
17:38okay, we have traffic. We're trying to
17:40get people to purchase our signature
17:43product. A lot of this comes down to
17:45messaging and positioning. How do you
17:49position this product against
17:51alternatives? And then how do you
17:54message the value of this product?
17:56Positioning is really important because
17:58people need to have a clear reason for
18:01what will this product do for me and why
18:03is it a different offering than other
18:06things I'm aware of or taking no action
18:08at all. And I don't think a lot of
18:10creators are clear about this. What
18:11makes your product different and why is
18:13it better than alternatives, including
18:16not taking any action? We focus on all
18:19of the stuff. here's all the stuff
18:21you're going to get in this product. But
18:23that doesn't necessarily position this
18:26against other alternatives or not doing
18:28anything. All that does is try to
18:30overload people with things we think
18:32they ascribe value to. But really, we
18:34want to say this is going to solve your
18:37problem and it's going to solve your
18:39problem better than the alternatives and
18:42here's why you should believe us. And
18:43that whole story is kind of the
18:45messaging that goes into this. If you're
18:47trying to improve conversion, I think
18:49you can do that by being more clear in
18:51your positioning and playing with the
18:53messaging. If it's not converting very
18:55well, we need to say, how can we message
18:57this better? And most of the time, it's
18:59as simple as focusing on the benefits
19:03rather than the features. Because again,
19:05a lot of times sales pages, sales copy,
19:09it's overloaded with the stuff. Here's
19:11all the stuff you're gonna get. But when
19:14people are making a purchasing decision,
19:16what they want to know is, is this for
19:18me? Will this solve my problem? Why
19:21should I trust you that this will solve
19:23my problem? You know, is this for me?
19:25How can you make this seem like, yes,
19:27this is obviously built just for someone
19:29like me? If I believe this is built for
19:32someone like me and solves a specific
19:34problem or desire that I have, then the
19:37question is, why should I trust that
19:38this product will actually deliver on
19:40that promise? And that all comes from
19:42social proof. that comes from other
19:44people saying, "I use this product. I
19:46got this outcome. I'm clearly somebody
19:48like you." Social proof goes so much
19:51further in getting a sale than any
19:54amount of stuff, any amount of features
19:57that you can point to on the sales page.
20:00Most product sales pages can be so much
20:01better by being very clear. This is the
20:03problem we solve. We solve it for this
20:05type of person. In fact, here are 10
20:08examples of this type of person saying
20:10this product solved the problem for
20:12them. If that was just your sales page,
20:14sale over. People will convert. So, I
20:17would revisit that. Is it very clear
20:19what your product does, who it does it
20:21for, and do you have examples of people
20:23like that saying, "Yes, this is true,
20:26and here's the results." That's the
20:27conversion side of things. As I'm
20:29thinking about increasing revenue in
20:302025, I'm thinking, okay, what products
20:33am I going to focus on? The answer is
20:36the lab. The lab a little bit creator
20:39HQ, but mostly I want to get more folks
20:43into the lab at all levels. Standard and
20:45VIP if you're eligible for those levels
20:47if you pass the application and basic if
20:50you're not because I want the basic
20:51membership to help get people to the
20:54standard and VIP level. The lab is the
20:57best product I have built. It has the
20:59highest revenue potential and the
21:02highest customer satisfaction of
21:04anything that I've built. And so instead
21:06of building new things, I should just
21:08sell more units of the lab, sell more
21:11memberships. How can I do that?
21:13Improving messaging and positioning. I'm
21:16going to say this is what this product
21:18does. This is how it solves it. I didn't
21:20have any messaging on the sales page
21:22about the basic membership really until
21:25this week. It was a big effort this week
21:26is we improved messaging on the sales
21:28page to say here's the value of the
21:30basic membership if you're not eligible
21:31for standard NVIP because I know from my
21:33analytics that 80% of my audience is not
21:36eligible for standard NVIP. If that's
21:38you consider the basic membership we'll
21:40get you to the point where you are
21:41eligible and you can join. It also
21:43didn't say anything about the in-person
21:44events that we do. So now we have photos
21:46on the sales page of some of the
21:47inperson events that we've done some
21:48more information about that. So that
21:50that is a more clear positioning
21:53difference against other online
21:56communities. We're doing stuff offline
21:58as well. That is what I'm trying to
22:00improve in conversion. But what converts
22:04traffic converts. How am I getting
22:06traffic? How am I getting more traffic
22:08into the business? How can you get more
22:10traffic into your business so you can
22:12convert more of it into customers?
22:14There's a few levers to pull here as
22:16well. Uh the first one being platform
22:19strategy. Where are you operating? What
22:21kind of content are you making? How are
22:23you getting traffic to you? And when it
22:26comes to your own content, you need to
22:28choose what platforms you're going to
22:30put effort into. I broadly categorize
22:32all platforms into one of two camps.
22:36First one being relationship platforms.
22:39Second one being discovery platforms.
22:40You may have heard me talk about this
22:41before. Relationship platforms are
22:44systems of distribution where you have a
22:46direct line of communication to the end
22:49consumer. This is podcasting, email,
22:52SMS, private communities. It's great
22:54because you control that line of
22:56communication is more reliable than a
22:58discovery platform. It's challenging
23:00because you have to draw people into
23:02those platforms. In a lot of ways, those
23:04aren't even really traffic platforms. um
23:08you're not getting new traffic to you in
23:11those circumstances most of the time
23:12because there's not a built-in discovery
23:15mechanism. There's no algorithm. There's
23:17no third party platform that's
23:19incentivized to connect consumers with
23:22your content. That is what discovery
23:25platforms are for. And discovery
23:26platforms are typically social media and
23:29YouTube. So I tell people to focus on
23:32one discovery platform, one relationship
23:34platform and that is your content
23:36strategy. And the more similar in medium
23:39these two things are, the better off you
23:42are. For example, if you are focused on
23:45email as your relationship platform, you
23:47might want to choose a discovery
23:49platform that is more textbased than
23:52audio or video-based because consumers
23:54of textbased content are more likely to
23:57want more textbased content. If I like
24:00reading your content on LinkedIn or X,
24:02I'm more easily going to convert to an
24:06email subscriber than if you are putting
24:09reels on Instagram. If you're creating
24:12reels and that's how I know your
24:13content, it's going to be a little bit
24:15harder of a transition to go from reals
24:19viewer to email reader than LinkedIn
24:22reader to email reader. Does that make
24:24sense? So depending on your relationship
24:26platform of choice, email, podcasting,
24:30uh private communities, where you might
24:32do video, you might do writing, you
24:34might want to focus on discovery
24:36platforms that map to that. That being
24:38said, it is undeniable that in 2025,
24:42video is the most leverable asset type
24:46asset class. I guess long- form video
24:49can easily be broken into short form
24:51video. Short form video can be shared on
24:55literally every short form platform or
24:58discovery platform today. So if you are
25:00compelled to learn video, especially if
25:03you have the skill set to do video well
25:05already, video is a huge opportunity
25:08today in 2025 because it's just such a
25:12portable repurposable asset. And that's
25:15a large reason why I'm thinking about
25:17our company becoming more of a video
25:19first company. Because if we make long-
25:22form YouTube videos that can be more
25:25easily broken up into short form or if I
25:26just have a beautiful studio where I can
25:28come and sit down and record a short
25:29form video really quickly, then that
25:32asset can be syndicated, distributed
25:35across Instagram, Tik Tok, YouTube,
25:38LinkedIn X, everywhere. Short form video
25:41can be put everywhere. When it comes to
25:43traffic, you need to think about your
25:45content platform strategy. And depending
25:47on how large your team is, you'll want
25:49to exercise some restraint and how many
25:52platforms you go after because content
25:55platforms, especially discovery
25:56platforms, they're a competitive sport
25:59these days. It is difficult to get
26:04attention on these platforms because
26:05there's more and more people competing
26:07for what is finite attention and all
26:11this attention is being squeezed into
26:13the for you feed the main feeds of these
26:18platforms where the platform says we
26:20know your interest graph. We're going to
26:21share with you what we think you'll find
26:22interesting regardless of who you
26:24follow. So increasingly you are
26:26competing with like every content
26:28creator on the planet on each of these
26:30platforms. And if you're going to
26:31compete with the best of the best on any
26:33platform, you're going to have to have a
26:35really high standard for what is good
26:37content for you on that platform. And so
26:40I think exercising restraint in how many
26:43platforms you're tackling, especially,
26:46you know, if you're trying to cross
26:49mediums, like it's a it's a big
26:52proposition to say, I'm going to write
26:54on LinkedIn and I'm also going to make
26:56great short form content on Tik Tok.
26:58Those are two wildly different types of
27:01content. And if you as an individual are
27:04trying to do both of them at a
27:05worldclass level, you better be spending
27:08a lot of time consuming and practicing
27:10and pushing yourself to get better at
27:11that content or it's just not going to
27:14stand out and compete. And over time,
27:17it's going to be a higher and higher
27:19opportunity cost to focus on both rather
27:22than focusing on one. For us, this is
27:25why I hire really talented people within
27:28the content team specifically for video.
27:30It's not a skill set I have. And even if
27:33I spent all of my time trying to get
27:36better at video, I wouldn't be as good
27:38as somebody who could somehow spend more
27:40time. And there are so many activities
27:41in the business that I have to do. I
27:43can't spend all my time on video. So,
27:44there's always going to be somebody who
27:46has a better skill set in video than I
27:49do. And that's why I hire it out. But
27:51video is also, again, the most expensive
27:54set of skills you need to hire. You need
27:56to hire editors. You might need to hire
27:58a thumbnail producer. We have an audio
27:59engineer on our team as well. And we
28:02have a producer, you know. So, we have
28:04we have four roles on the video team
28:08that are not me. Producer, editor,
28:10thumbnail designer, audio engineer.
28:12That's definitely uh a higher powered
28:15approach than you need to take right out
28:17of the gate. But again, if you're doing
28:20video, you're competing with people like
28:22me who are willing to invest that kind
28:23of stuff into video. So, if you're not
28:26going to invest at that level, you need
28:28to be really good at making just
28:31compelling compelling video, which you
28:33don't need to have high production to
28:34make compelling video. You can be a
28:35great storyteller. You can have a great
28:36message and you can deliver it in a
28:39really engaging way. And if you can do
28:41that, then production is secondary. Of
28:43course, you pair it with great
28:44production and it's even more powerful.
28:46But if you can do great
28:49storytelling, really engaging on camera
28:53presence, production can be secondary.
28:56Anyway, when it comes to traffic, choose
28:58your platform strategy and exercise
29:00restraint. Ask yourself, do I need to do
29:02this platform right now as well? Or can
29:04I focus on this platform over here? Can
29:07I focus on this platform over here? Then
29:10the question is, how do I balance
29:13content volume versus content quality?
29:17Now, I have an interview coming out soon
29:18with uh a guy named Caleb Rston. Caleb
29:21was behind the scenes with Gary Vee and
29:23then the Hermosis most recently, and he
29:25kept describing this approach that he
29:27took and his teams that he called the
29:29accordion. And he said, "Like an
29:31accordion, we would sometimes stretch
29:34out what we were trying to do, expand
29:38what we were trying to do in terms of
29:40how many pieces of content we're putting
29:41out." Now, I think he told me that they
29:44were putting out 600 pieces of content
29:47per week for the Hermosis. I don't know
29:49if you and I are playing that game or if
29:51we'll ever be playing that game, but his
29:54point was there is a value in creating a
29:57higher volume of content, stretching out
29:59the accordion. But if you find that you
30:03are not reaching your own standard of
30:05excellence or if this content is just
30:07not performing, then you constrict the
30:10accordion, you shrink things back down
30:12to raise your standard, raise the bar of
30:14what you think is good content before
30:16trying to stretch it out again. You
30:18know, stretch yourself, try to do more.
30:21If you can't quite hit your own
30:23standard, restrict, hit your standard,
30:26and then try to stretch again and say,
30:27"Can we make that standard at a higher
30:29volume?" I really like that metaphor. I
30:32really like that idea. And for the last
30:34few months, we have really restricted
30:37the accordion on the YouTube channel to
30:39say, let's focus on uh quality of our
30:42videos. We have a limited team. We have
30:45limited team resources. Let's put more
30:48effort into making better, higher
30:50performing videos and uh do fewer of
30:53them. That's why we have four episodes
30:55of the podcast every month and one or
30:58two videos. That works well when it
31:01works. But then
31:03sometimes against your best efforts, a
31:06video doesn't perform. And that's really
31:08frustrating when you take fewer shots on
31:10goal and none of those shots hit. It
31:13feels really frustrating. So right now
31:14we're in a season of we're expanding the
31:16team. We're expanding the accordion. We
31:19are taking more shots to get more data
31:22on what works for us. And eventually
31:25when we get more signal of, okay, this
31:27seems to be working well for us, we're
31:28probably going to restrict the accordion
31:29again and do those videos at a higher
31:32level. I do think generally in 2025,
31:36because volume has become easier to
31:39attain in terms of creating content with
31:42different AI tools that are out there,
31:43you can certainly create a high volume
31:45of content. The new scarce resource is
31:48just high quality, high signal to noise
31:51ratio content. After we had our
31:54daughter, I took to LinkedIn and I was
31:57complaining about how I have less time
31:59than before and it's hard for me to keep
32:00up with the output of content that I was
32:03accustomed to. And uh Samir from Colin
32:06and Samir commented and he said, "I
32:07think you should consider a less but
32:11better approach, a fewer but better
32:13approach." which I think he's right for
32:15most people. You know, if you're not
32:17trying to compete on a pure volume game
32:18or if you're not seeing results from
32:20trying to do a volume game, then you
32:23might want to say, "Let's actually do
32:25less and do that better." And I think
32:28for most creators, that approach will
32:31actually perform better for you. A lot
32:33of people, including recent guest Brock
32:34Johnson, would say, "Well, maybe, but
32:37the more you post, the more you grow.
32:39The data doesn't lie. The more you post
32:40on Instagram, the more you grow on
32:42Instagram." That might be true from a
32:44pure following number, but again,
32:47there's no guarantee that when you get a
32:48new follower, that person's ever going
32:50to see your content again. And the most
32:52surefire way that your followers will
32:54see your content is if it performs well.
32:58Meaning, it's engaging, people enjoy it,
33:00they have high satisfaction when they
33:02see it. If you aren't able to put in the
33:04time and effort to make a good enough
33:07piece of content that people enjoy and
33:09want to share and want to uh talk about,
33:12want to uh engage with, then I don't
33:15think the volume game matters. I think
33:18people just start to tune out and say,
33:19"This stuff isn't very good. I'm going
33:21to stop paying attention to it." One
33:22aspect of traffic that not enough people
33:26talk about is co-promotion,
33:30collaborations, and audience sharing
33:32with other creators. This is the
33:34shortcut. Frankly, there are a lot of
33:36people that you've probably seen grow
33:38and grow quickly, and you may not even
33:40be impressed with their content. How
33:42could that be? Well, they likely have
33:44some influential friends, and they
33:46likely do collaborations, co-promotion,
33:49audience sharing with those friends. It
33:51is the shortcut if you have the
33:54resources, if you have the the
33:56influence, the relationships,
33:58um if you can make it a win-win for
34:00somebody. When you collaborate and
34:02support other creators and they support
34:05you and they have an audience, it is
34:07just much faster to get a lot of views
34:10on your stuff than building your own
34:12audience. Now, it's it's less long-term
34:15sustainable because it's going to come
34:17down to, well, how often is that creator
34:20going to, you know, talk about your
34:22stuff? But it can be a great way to
34:24kickstart your own audience. Anytime
34:27that you can structure and put together
34:29some sort of collaboration co-promotion
34:33with another creator, you should look at
34:35that uh as a discovery platform and
34:37basically say, how do I take this
34:39traffic that's coming from this other
34:42creator and convert that new viewer,
34:46that new attention into an email
34:49subscriber, a podcast listener, a
34:51YouTube subscriber, somebody who now is
34:53following me for me, that is a huge
34:55opportunity. community. And I know a lot
34:57of creators who and creatives, they
35:00don't worry about audience building on
35:01their own. They're not trying to play
35:03the the treadmill hamster wheel style of
35:05I create content all the time and that
35:07grows my audience. They say, I'm going
35:09to go and create some excellent
35:12excellent project. I'm going to put more
35:14time and effort into it than most people
35:16and thereby make this effort this
35:18project more remarkable than most
35:21content or things that are made. Then
35:24I'm going to go to my influential
35:25friends who have audiences and say, "Can
35:27I share this idea? Can I share this with
35:29your audience?" And because it's a
35:32higher standard of quality, uh, a more
35:35impressive overall project, they will
35:37often get those experiences. And if they
35:39pay off that experience where the
35:40audience enjoys it, they're going to be
35:42invited back the next time they have
35:43some big project to share. This is the
35:45model of authors, filmmakers, actors,
35:48you know, they're doing these big
35:50projects and then they'll come out every
35:52once in a while and do kind of a tour
35:54around to talk about that project and
35:56that is the opportunity to share their
35:58name and brand and voice and try to get
35:59people into their audience to make
36:02sharing of the next thing a little bit
36:03easier. I think this is an underutilized
36:06approach, but I do think it's uh risky.
36:09You know, you eventually long-term want
36:13to have your own audience that knows
36:15your stuff, loves you, trusts you, and
36:18if you are foregoing the opportunity to
36:20build that by doing some large creative
36:23project and hoping that you get the
36:25opportunity to share that with somebody
36:26else's audience and that starts to build
36:28your audience, that's a big risk that
36:29you're taking. So, I I tend to try to
36:31take kind of a middle ground where I am
36:34showing up. I am consistently creating
36:36value for people in my feeds. Also
36:38behind the scenes, I'm trying to do more
36:41and more difficult,
36:44impressive, high value activities that
36:47then are something I can collaborate and
36:49co-promote with other people in my
36:51audience as well. But it doesn't have to
36:52be this big project. You know, sometimes
36:54you can say, "Hey, let's do a joint
36:56webinar. Let's do a joint podcast
36:58episode. Let me write an an essay and
37:00put it in your newsletter." That's a
37:01week that you don't have to write an
37:02essay. There are lots of ways that you
37:04can help somebody find a win-win with
37:07somebody else with an audience that
37:09might take work off their plate or might
37:10provide value to their audience or maybe
37:13it's a future favor with you. Lots of
37:16ways that you can collaborate with other
37:17creators. And again, this is like the
37:20cheat code for for growing your
37:22audience, even if it's as little as
37:24saying, "Hey, you've done really well on
37:26Instagram over here. I'm trying to get
37:28started." That type of thing actually
37:30goes so far. And a lot of people would
37:33say, "Well, that's an engagement pod.
37:34That's bad." There are engagement pods
37:37of varying levels of insidiousness, you
37:40know, or like bad behavior. But if you
37:43have friends who are creating content,
37:45don't you support them on those
37:46platforms? You don't have to mechanize
37:49this and make it some sort of
37:51requirement where you say, "Every time I
37:52post something, I'm going to send a link
37:53to this group chat and everybody go like
37:55and comment on it." No, I'm saying let
37:56your friends know that, hey, in this
37:58season of life, I am intentionally
38:00putting more effort into Instagram. If
38:03you see my content in the feed and you
38:05enjoy it, a reply, a comment, a heart,
38:08it would go a long way. If you are
38:10feeling like, man, I'm not getting the
38:12engagement that I want on this platform.
38:15Are you giving that engagement to other
38:17people? Because humans are a
38:20reciprocal species. If you are not
38:23engaging with other people, they're
38:25probably not going to go out of their
38:26way to engage with you either. So, if
38:28you want more people to support your
38:30work, maybe you should go first and
38:32support more people's work yourself as
38:34you go. Now, let's assume you have a
38:37signature product or know what that is
38:38going to be. If you want to learn how to
38:40launch that product and earn as much as
38:42possible, watch this video where I break
38:44down my exact launch strategy that
38:46earned more than $60,000 in just four

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