0:00 Today we're talking about how to build
0:01 an audience, but not just the viewers of
0:04 buyers. If you're an entrepreneur or a
0:06 business owner making content, there's
0:08 really only one question that matters.
0:10 How do you build an audience that
0:11 actually buys the products and services
0:14 that you sell? It sounds obvious, but
0:16 this is the million-doll content
0:18 question. And all those companies that
0:20 you admire that are growing super fast,
0:22 they've cracked the code on how to do
0:23 this. Now, it turns out if you want to
0:25 build an audience of buyers, there's a
0:27 super specific approach you should
0:29 follow. So, in this video, I'm going to
0:31 break the whole thing down. This is the
0:32 six-step playbook for building an
0:34 audience of buyers that will turn
0:36 attention into dollars for your
0:38 business. By the way, I'm Callaway. I
0:40 have a million followers. I've done
0:41 billions of views, and I know this stuff
0:43 works because content is all I do all
0:45 day long. All right. Now, before I go
0:46 through the six-step playbook, it is
0:48 critical to understand the psychology
0:50 differences between how a viewer and a
0:52 buyer think about content while they're
0:54 watching it. Viewers watch because
0:56 they're interested in the premise of the
0:58 idea you're talking about. Now, here's
1:00 the difference. Buyers watch because
1:02 they have specific pain points they need
1:04 to solve. Viewers are interested. Buyers
1:06 are interested in solving. So, to build
1:09 an audience of buyers, you need to
1:10 create content that consistently
1:12 communicates these three things. First,
1:15 the topic is a painoint they actually
1:17 have. Second, your solve for that
1:19 painoint is better, faster, or cheaper
1:21 than whatever they're doing to solve it
1:23 today. And third, that you are the best
1:25 person for them to learn or discover
1:27 this new solve from. So, it's painoint,
1:30 solution, trust. That is the triangle.
1:32 If you want to build an audience of
1:33 buyers and not just viewers, you need
1:35 these three things to come across in
1:37 your videos, either by saying them
1:39 directly or implying them indirectly.
1:42 The difference between a viewer and a
1:43 buyer is that viewers do not have the
1:45 pain points that you're talking about.
1:47 Both can be interested in the topic, but
1:49 buyers have the pain that needs solving.
1:51 And this is really important. If you
1:52 make videos on topics that you think
1:54 will get a lot of views, but those
1:56 viewers don't actually have that pain,
1:58 then all those views will just be empty
2:00 sets of eyes that are watching to be
2:01 entertained. And I call those views
2:03 empty calories. Now, in order to make
2:05 content that successfully hits on those
2:07 three things, painoint, solution, trust,
2:09 you need to define a few different
2:11 things before you start making videos.
2:13 And I'm going to explain how to do each
2:15 one of these in detail in a minute. But
2:16 just so you know where we're going, the
2:18 first thing you have to do is define the
2:20 buyer. Who is the buyer? Second, what is
2:22 the task or workflow that they're trying
2:24 to accomplish? Third, what are the most
2:26 painful or highest friction pain points
2:28 in that workflow? Okay, now most people
2:30 get this far, but then they miss out on
2:32 this back half of the process. And this
2:34 is where all the gold is. Fourth, what
2:36 is the baseline or common approach that
2:38 that buyer is using today to try to
2:40 solve those pain points? And fifth, what
2:43 do you know that is less common or
2:45 nonobvious about solving those pain
2:47 points that would help them do it
2:49 better, faster, or cheaper? And it's
2:50 those last two pieces where all the gold
2:53 is for building an audience of buyers.
2:54 The distance between their current
2:56 solution and your new, easier solution
2:59 is ultimately why buyers stick and buy.
3:01 Now remember to convert a viewer into a
3:03 buyer, it's painoint, solution, trust.
3:05 And I'm going to say that triangle over
3:06 and over and over again because that is
3:08 the underlying framework that drives
3:09 this whole thing. Now what all this
3:11 really means at a high level is that the
3:13 formula for building an audience of
3:14 buyers is to understand what the buyer's
3:17 pain points are. Offer novel solutions
3:19 they don't know to solve them easier,
3:21 faster, or better. And then do that
3:23 consistently for a long period of time.
3:25 If you can train a viewer that seeing
3:27 your face or your name equals value for
3:29 them in solving a pain point they have,
3:32 it will create a Pavlovian trigger in
3:34 their subconscious where they will
3:35 associate trust with you and want to buy
3:38 your stuff. All right. Now, as promised,
3:39 let's get into the tactics. How do you
3:41 actually go about figuring out what
3:42 content to make so that you end up with
3:44 an audience of buyers that will buy your
3:46 stuff? And there is a six-step process
3:48 for doing this that makes it super easy.
3:50 And I just want to remind you, if you're
3:51 an entrepreneur and you are serious
3:52 about solving this stuff, building an
3:54 audience of buyers, learning how to make
3:55 better content, I actually built a free
3:58 community for entrepreneurs called Wavy
3:59 World, there's over 17,000 people in it,
4:02 and they're all helping each other
4:03 improve their content. So, if you want
4:05 to get better at this stuff and learn,
4:06 make sure to join Wavy World. There's a
4:08 free invite link below in the
4:09 description. All right, here's the
4:10 tactical step-by-step road map for how
4:12 to build an audience of buyers. Step one
4:14 is defining the buyer. You need to
4:17 deeply understand who that buyer is
4:19 before you do anything else. Their
4:21 demographics, their psychoraphics, their
4:23 background, their interest, where they
4:24 hang out, and most importantly, what
4:26 mission or objective or workflow are
4:28 they trying to solve where they have
4:30 pain points today. Now, if you don't
4:32 have a product or service already and
4:33 you want to get started by first
4:35 building the audience of buyers, which
4:36 is what I recommend, you're going to
4:38 want to pick a buyer profile that is
4:40 either something you know a ton about,
4:42 something you already were yourself, or
4:45 something you want to get to know a lot
4:47 over the next few years. You're going to
4:48 be talking to and about these problems
4:50 and these pain points for a long period
4:52 of time. So, it's really important you
4:54 pick a buyer profile that you want to
4:56 study and immerse yourself into. For
4:58 example, in my case on this channel, my
5:00 buyer profile is business owners that
5:02 are trying to grow their business using
5:03 video content, either short form or long
5:06 form, and they want to turn that
5:07 attention into dollars for their
5:09 business. That is a specific profile and
5:11 set of pain points that I'm focused on.
5:12 Nothing else besides that. So, step one
5:14 is that you need to pick and clearly
5:16 define who this buyer is. And of course,
5:18 that will become who your audience is
5:20 made up of. All right. Now, the next
5:21 step, step two, is called buyer journey
5:23 mapping. And in this step, you need to
5:25 figure out what is the end-to-end
5:26 process or workflow that they're going
5:28 through today to try to accomplish the
5:30 task or objective or mission they have.
5:32 And you want to define this as
5:34 granularly as possible. So, you're going
5:36 to lay it out end to end, step by step.
5:38 And in each step, try to figure out what
5:40 are the friction areas or pain points
5:42 that they're facing. And when I say pain
5:43 points, I mean blockers. What are they
5:45 trying to do that's frustrating today
5:46 that takes a ton of time that's slow and
5:48 hard and complex? Maybe they're trying
5:50 to learn to code, maybe get a six-pack,
5:52 maybe learn to meditate, maybe grow
5:54 their business. All over the world,
5:55 people are trying to solve problems. So,
5:57 what is the workflow they're trying to
5:58 solve? And where are the pain points in
6:00 that workflow? You need to define that
6:02 full workflow to figure out where the
6:04 blockers are. What is hard, slow, and
6:06 expensive that you can make fast, easy,
6:08 better? And you're doing this in step
6:09 two because those blockers, those pain
6:11 points that you identify, those are the
6:13 source of video topics that you're going
6:14 to make. Now, let's continue with me as
6:16 the example for what I would do in this
6:18 step. So, I already figured out in step
6:19 one that my ideal buyer is business
6:21 owners that are trying to grow their
6:23 business with content. Presumably,
6:24 that's you if you're watching. And what
6:26 I need to define in step two is the
6:28 workflow or process that you're using to
6:31 make content today. And so, in that
6:32 case, the workflow for a business owner
6:34 to make content is something like this.
6:36 You need to define who your ideal viewer
6:38 avatar is. Pick a format, pick a
6:40 platform, come up with ideas, research
6:42 those ideas, script those ideas, record
6:44 those ideas, edit, post, grow, analyze,
6:46 and so on. That is the full end-to-end
6:49 workflow that a business owner making
6:50 content has to go through today. Now,
6:52 that was my buyer. For your buyer, when
6:54 you map any workflow, there's going to
6:55 be dozens of steps and tons of different
6:57 friction points and pain points within
7:00 that workflow. Maybe your buyer is
7:01 trying to learn how to use AI tools to
7:03 speed up their marketing or maybe file
7:05 their taxes faster or maybe get fitter.
7:07 What you need to do here is break down
7:09 that workflow into the atomic units so
7:11 you can more easily identify where the
7:13 pain points are. And I hate to say this,
7:15 but if you are personally not in the
7:17 buyer avatar, either in your former life
7:19 or current life, the only way to really
7:21 understand this workflow and the pain
7:23 points granularly enough to be able to
7:25 identify them is to interview a ton of
7:27 buyers in that profile. It is so much
7:29 easier to identify these pain points if
7:31 you've lived that journey yourself
7:33 before. And this is why so many people
7:34 end up developing expertise teaching
7:37 their former craft, the meta of
7:38 YouTubers on YouTube, teaching YouTubers
7:41 how to YouTube. The reason this exists
7:42 is not the sleazy core stuff that
7:44 everyone blames. It's because a former
7:46 YouTuber most intimately knows the pain
7:48 points of the journey to grow on
7:50 YouTube. And so, it's easiest for them
7:51 to relate and go deepest to then teach
7:54 that back to a newbie. This is the
7:56 easiest buyer profile for them to talk
7:57 to because they lived it. And again, if
7:59 you don't live it or haven't lived it,
8:01 you're going to have to figure out how
8:02 to immerse yourself in that community so
8:04 that you can be just as deep and
8:06 granular as someone who is living it
8:08 currently. Now, in my case, the reason I
8:10 chose to serve business owners
8:11 struggling to grow with content is
8:13 because I was a business owner
8:15 struggling to grow. I learned content
8:16 and that grew my business faster. That
8:19 is the expert profile that I've lived
8:21 and breathed for the last 3 years.
8:22 That's why I serve that audience. So, to
8:24 go back to step one after hearing step
8:26 two, do you know the buyer profile deep
8:29 enough to be able to mine for these pain
8:31 points in their workflow? If not, you
8:33 need to go back to step one and figure
8:35 out how to build that depth. Okay. So,
8:36 at this point, we are now intimately
8:38 familiar with the buyer profile and have
8:40 fully mapped the workflow that they go
8:42 through to accomplish whatever they're
8:43 working on. Now begins the process where
8:45 we're going to laser in on one specific
8:47 element of that workflow at a time to be
8:49 able to make content that acrus trust to
8:51 us as the expert. So, step three is
8:53 called painpoint baseline
8:55 identification. You want to pick just
8:57 one painoint in the workflow to start
8:59 with. Ideally, one that has max pain and
9:01 max friction. And that's what we're
9:03 going to go dive deep on. The key here
9:04 in step three is that you want to figure
9:06 out what is the baseline solve. What is
9:09 the buyer doing today to try to solve
9:11 this pain but still having a lot of
9:13 friction and pain. What are they doing
9:14 today? What is that baseline solution?
9:16 So to continue with me as the example
9:18 cuz it's the easiest one to explain.
9:20 Let's say I looked at that whole content
9:22 workflow that I went through and I
9:23 picked script writing as the first piece
9:25 that I want to talk about and help solve
9:27 the buyer pain for. So, the first thing
9:28 I need to do is figure out what is the
9:30 process today for business owners to
9:31 write scripts. And why is it so painful?
9:34 And the answer is today, if you don't
9:35 know what you're doing with content, it
9:37 might take several hours for you to
9:38 write a script. You open the doc, you
9:40 don't know how to write a hook, you
9:41 don't know where to start. Maybe you're
9:42 copying someone else's template, but you
9:44 don't know why it worked. You're writing
9:45 words and you're not sure if the
9:47 persuasiveness or psychology is dialed
9:48 in. It's really a guessing game, right?
9:50 That's what today looks like as a
9:52 beginner content business owner trying
9:54 to script write. And of course, that's
9:56 confusing. It's slow. It's painful.
9:57 That's the blank page problem, right?
10:00 That's where the baseline solution
10:02 really is. And again, in my case, I know
10:04 what that baseline solution is for the
10:06 beginner because I was a beginner. I was
10:08 a business owner spending hundreds and
10:09 hundreds of reps trying to figure out
10:11 what works with script writing and
10:13 videos. I've lived it and so I know
10:14 that. So, step three is taking that full
10:17 workflow, picking one pain point, and
10:19 then understanding what is the baseline
10:21 solve today that's still causing a lot
10:23 of friction. All right. Now, step four
10:25 is the sister to step three. Now that
10:27 you know the baseline solution that the
10:29 buyer avatar is trying to do to solve
10:31 the thing, what do you know about
10:33 different solutions, alternative tips,
10:35 tactics, frameworks, or formulas that
10:37 you can provide as an easier, better, or
10:40 faster way compared to what they're
10:41 doing today. This is literally the
10:43 opposite of the current state today. And
10:45 your goal in this step is to find a
10:46 better way to help them do the thing
10:48 they're struggling with. So to continue
10:50 my example, I spent so long as a
10:52 beginner trying to figure out what were
10:54 the patterns and formulas for script
10:55 writing and storytelling that actually
10:57 worked every single time. I was in those
10:59 shoes. And over the years, I had to
11:01 develop all these templates and little
11:02 tricks and tips so that I could make my
11:04 stuff do better so that I could grow my
11:06 business. And so what I did is I wrote
11:08 down a bulleted list of all those
11:10 frameworks, all those tips, those little
11:12 tricks and enhancements that help my
11:14 stuff do better than everyone else's.
11:15 And then I tried to make those
11:16 recommendations as tactical and stupid
11:19 simple to implement for anyone. So for
11:21 example, in my case, if I was trying to
11:22 help someone figure out how to improve
11:24 their hooks, I would say you want to
11:25 create more contrast using the words but
11:27 and therefore instead of and then. Or if
11:30 I was trying to help improve the rhythm
11:32 of your story, I would say write your
11:33 script and look at the end line of the
11:35 sentences and you want it to be jagged.
11:37 You want a jagged line when you look
11:38 down, not a straight line. That means
11:40 you have variability in the sentence
11:42 length and you can improve the rhythm.
11:43 Those are just two little examples of
11:45 novel yet tactically implementable
11:47 recommendations that make it way easier
11:50 for a beginner that's struggling to
11:51 improve their script writing. Current
11:53 state, my state in the future. And so
11:55 when I make the video about script
11:56 writing and my buyer who is struggling
11:59 hears my new solution and it's different
12:01 than what they've heard before yet
12:03 tactically implementable, immediately
12:05 they associate trust with me because
12:07 I've helped solve their painoint
12:08 quicker. And this step four, this really
12:10 is where all the sauce is. If you want
12:12 to build an audience of buyers, you have
12:14 to crush step four. You have to actually
12:16 have interesting, novel solutions that
12:19 solve the problem faster than everything
12:21 else. If you're actually dope at your
12:23 craft, this part will come really easy
12:24 to you because you will have actually
12:26 lived the transformation of the before
12:28 to after and have solutions that you can
12:31 recommend. If you haven't gone deep
12:33 enough to actually have the answers, to
12:35 have the solve, well, then you should
12:36 start back at the beginning and build
12:38 those solutions before you try to make
12:40 content about them. The highlevel
12:42 curators that are regurgitating the same
12:44 base level common stuff over and over,
12:46 they might get views because they've
12:47 hacked the algorithm, but they will not
12:49 have an audience of buyers because the
12:51 trust is not transferred when the
12:53 solution is not different. That gap
12:54 between old solve and new solve relates
12:57 directly to the buyer's desire to buy.
12:59 Okay, so now we're moving to step five.
13:01 At this point, you've gotten intimately
13:02 familiar with the buyer. You've mapped
13:04 their full workflow of whatever they're
13:06 trying to do at the granular atomic
13:08 level. You've picked one pain point
13:10 where there's high friction. You've
13:11 identified the current base state
13:13 solution that they're using to solve
13:15 that pain. And then you've come up with
13:16 your novel, easier, better, faster
13:19 solution that you can now recommend. And
13:20 this is essentially the meat or the body
13:22 that you're going to cover in the video.
13:24 Now, you're not done here because if you
13:25 just come flat out start, press play and
13:27 just talk about these things, it's not
13:29 going to do that well out of the box on
13:31 the social platforms. And this is
13:33 because content packaging actually
13:35 matters a lot in getting your video to
13:37 be permeated across these social
13:39 platforms. And that's really step five,
13:41 content packaging. Now, when I say
13:43 packaging on YouTube, that's the
13:44 thumbnail, title, and video intro. And
13:47 on short form, Instagram, Tik Tok,
13:48 LinkedIn, YouTube shorts, it's really
13:50 just the hook and the video intro. A
13:52 crude analogy for this is that all that
13:54 work we did before is really the gift,
13:56 but the gift is kind of hidden in this
13:58 brown box. You now need to wrap that
14:00 gift in wrapping paper and bows and
14:02 tinsel to actually get people to want to
14:04 open it and hear what you have to say.
14:06 It's a crude analogy, but that's really
14:07 what the video packaging does. It's a
14:09 wrapper around the sauce. No matter how
14:12 good your solve is or how painful the
14:14 actual pain point is, if you don't fix
14:16 the video packaging, your videos will
14:18 never really break out. And I'm not
14:19 going to cover video packaging in this
14:21 video. It's just going to be way too
14:22 long. But I promise you, I will be
14:23 covering that in a future video. For
14:25 now, below, I'm going to link a couple
14:26 other videos I've made where I've talked
14:28 about video packaging, both for YouTube
14:30 and short form. It'll be linked below.
14:31 So, the takeaway here is that building
14:33 an audience of buyers really requires
14:34 two steps. A, you need the meat or body
14:37 of the video to actually be
14:39 differentiated. That was steps one
14:40 through four that we went through. And
14:42 B, you need to package that body,
14:44 package that new solution in a way that
14:46 is optimized for the social algorithms.
14:48 And that's step five. I find that most
14:50 people when they're trying to build an
14:51 audience, they focus only on step five,
14:53 the thumbnail, title, intro. but they
14:54 skip over step 1 through 4, which is
14:56 actually getting to the novelty that
14:59 would build buyer trust. And now, the
15:00 good news is after you nail step 1
15:02 through 4 and you figure out the
15:03 packaging, all you have to do is record,
15:05 edit, and you're good. And I don't mean
15:07 to overlook the editing. Editing is
15:08 definitely a beast, but if you're a
15:10 business owner and you're actually
15:11 converting audience buyers to cash flow,
15:13 the first thing you should do is
15:14 outsource and hire editors that can
15:17 handle that piece for you. This is
15:18 exactly what I did. I built a great team
15:20 of editors. Everything you see on this
15:22 channel is done by them without any
15:23 review from me. So if you want to get in
15:25 touch with that team to increase your
15:26 quality of edits, I have a link below in
15:28 the description. All right. Now, step
15:29 six is the final part. Once you start
15:31 posting these videos, you're going to
15:32 have a bunch of audience members start
15:34 to engage. And if you've done your job
15:36 on all those previous five steps,
15:37 they're going to turn into buyers
15:39 automatically. And so, as they consume
15:41 the information in your videos, they're
15:42 going to take one of three actions.
15:44 They're either going to follow or
15:45 subscribe to your channel, leave a
15:46 comment, or want to go down the rabbit
15:49 hole to extend their knowledge with more
15:51 stuff that you've made. On the follow
15:52 part, this is great. Your audience size
15:54 will go up. Awesome. On the comment
15:55 part, this is where you want to engage.
15:56 When you're starting out, you want to
15:58 respond to every single comment. Take
15:59 them to the DMs. Ask them if there's
16:01 specific things they need help with. You
16:03 build that last mile of fandom in the
16:05 comments and DMs after you've engaged
16:08 them with your content. And lastly, when
16:10 they want to go down the rabbit hole and
16:11 consume more knowledge, give them a way
16:13 to do that. Have a newsletter or an
16:15 email lead magnet linked in your bio as
16:17 an extension ramp so that you can get
16:18 them from a rented platform like YouTube
16:20 or social media to an owned platform
16:22 like email or a private community. Make
16:24 sure to have those rails and nets in
16:26 place so that when a highvalue buyer
16:28 starts to trust you, you have a way to
16:30 extend their interest. Now, all you have
16:32 to do is run this playbook every week
16:34 for 6 to 12 months. And if you can do
16:36 that and stay laser focused on steps one
16:38 through six, you will have an audience
16:40 of buyers big enough to support a sevenf
16:42 figureure business in almost every
16:43 industry vertical. And I know it sounds
16:45 simple when I frame it that way, and
16:47 that's because the strategy part is
16:49 actually extremely simple. It's the
16:51 consistent execution and coming up with
16:53 those novel solutions every single week
16:56 that's really hard to do. But I'm
16:57 telling you, if you stay disciplined and
16:58 you figure out how to do this every
17:00 single week, you will have the audience
17:02 buyer intent to drive a sevenfigure
17:04 business. Now, of course, buyer interest
17:06 watching the content does not equal
17:08 dollars in the bank. Now, after you
17:10 generate that attention, interest,
17:12 goodwill, and trust, you need an offer,
17:14 a product or service that they can
17:16 actually buy. So, the next step after
17:18 you get all that attention is to craft
17:19 the paid offer. And when you think about
17:21 the landscape, this offer can really sit
17:23 in one of three areas. It could be a
17:25 product or service that solves one of
17:27 the workflow pain points you didn't
17:29 address. So let's say the buyer has a
17:31 workflow 1 to 10 and you make content on
17:33 1 to 8, but then you sell a solution for
17:35 9 or 10. That's option one. The second
17:38 option is you could sell a product or
17:39 service that goes deeper on one of the
17:41 items that you did address, but in a
17:43 much deeper way. So in this case, you
17:45 mapped the workflow 1 to 10 and you
17:47 covered all of those items 1 to 10 in
17:49 your content, but then you sell a
17:50 product for number two that goes way
17:52 deeper than the stuff you were able to
17:54 cover. And option three for the offer is
17:55 that you just sell a product or service
17:57 that speeds up or implements the full
18:00 workflow. So again, in this case, you
18:02 made content from 1 to 10, but you just
18:04 sell a service done for you or a product
18:07 that allows somebody to go through your
18:09 recommendations much faster. Those are
18:11 typically the three ways you can develop
18:12 an offer relative to the things you
18:14 cover in your content. And typically,
18:16 the price you can charge for that offer
18:18 maps to the magnitude of the pain solved
18:21 times the speed in which your solution
18:23 can solve it. Now, if you guys want, I
18:24 can make another video in the future
18:26 going through all of the offer creation
18:28 stuff, but to be honest, Hormoszi is the
18:30 best at this $100 million offers his
18:32 book. If you just read that, you'll be
18:34 set all around the offer and the product
18:36 service creation side. I personally
18:37 mostly focus on the front half and the
18:39 attention piece, getting people to trust
18:41 you and want to buy. Read his stuff on
18:43 the what do they buy. So, that's really
18:44 it. If you make consistent content
18:46 focused on a specific buyer workflow
18:49 with pain points that you come up with
18:50 novel solutions for and you do this in a
18:53 packaged way where the algorithm pushes
18:54 you, you will build an audience of
18:56 buyers. This is all you have to do. Then
18:58 it's your job to create an offer so good
19:00 that they're willing to buy it. And what
19:02 I found is the more value you give away
19:04 for free, the more willing they are to
19:06 buy the thing once you have an offer to
19:08 sell. For example, in this whole video,
19:09 I've been using myself to describe how I
19:11 would solve the specific pain point of
19:13 script writing. And so I went through
19:14 this whole workflow. I identified the
19:16 pain points. I came up with novel
19:18 solutions. I've made several videos for
19:20 free about how to solve script writing.
19:22 Everything I can do, I've put out. But
19:23 even after making all those videos, I've
19:25 realized that applying my learnings is
19:27 still not super easy for every single
19:30 person to do automatically. Even with
19:32 the answers, it just takes a ton of
19:34 manual work for a business owner to try
19:36 to learn. So what I then did is went and
19:38 built an AI software product that just
19:40 takes all of those learnings and more
19:42 and just does it for you. automatically.
19:44 And this is an example of the second and
19:46 third offer buckets that I've talked
19:47 about. It's not that I never covered
19:50 script writing in my content. I've made
19:51 several videos about it. I'll link them
19:53 below. What I did is went super deep on
19:55 that and then packaged up a speedrun way
19:57 for you to do it. So, I take the stuff
19:59 that I've shared and allow you to
20:00 implement it for yourself in 1/100th of
20:03 the time. And the reason Sandcastles is
20:04 growing so fast is because it's solving
20:06 a huge painoint. It takes hours to write
20:08 a script and Sandcastles will do it for
20:10 you using all the best methodology in
20:13 less than one minute. We have people
20:14 writing 30 scripts per day using
20:17 Sandcastles.ai. That's how easy it is to
20:19 use. And so again, that's a great
20:20 example of how you can build a product
20:22 or service, an offer that extends beyond
20:24 the free content you make for your
20:26 audience of buyers. All right. Now,
20:27 before I end the video, I just want to
20:28 cover one last thing. And this is also
20:30 really important to understand. It turns
20:32 out that most people who fail to build
20:34 this audience of buyers, they make one
20:36 of six critical mistakes. So, now that I
20:39 just tactically explained how to do it,
20:40 I just want to walk through the six
20:42 mistakes to avoid so that when you're
20:44 doing it, you don't fall into a trap.
20:46 The first problem people face is the
20:47 channel type problem. I mentioned
20:49 earlier that viewers can come from
20:51 educational or entertainment type
20:53 channels. Well, typically buyers only
20:55 come from education type channels.
20:57 Simply put, if you're trying to build an
20:59 audience of buyers, do not make an
21:00 entertainment type channel. There's this
21:02 famous story of a lifestyle influencer
21:04 that had 8 million followers and she
21:06 went to sell t-shirts and she couldn't
21:07 even sell 25 t-shirts. And everybody
21:10 thought that was so crazy. 8 million
21:12 people and only 25 bought. How could
21:13 that be? And this is because her videos
21:15 were made for entertainment purposes
21:16 only. They weren't made to solve a buyer
21:19 painoint. When you make entertainment
21:20 style content, you're basically just a
21:22 TV channel. And that means you can
21:24 monetize from ads, which are brand
21:26 deals, but it's typically very hard to
21:27 ramp a majority of your audience into a
21:30 product or service that you own. And by
21:31 the way, that means those brand deals
21:33 aren't really working. Entertainment
21:34 channels will get you views, but they
21:36 don't acrue the same type of audience
21:38 trust that you would need to create an
21:40 audience of buyers. Now, you may try to
21:42 rebuttal and say, "What about Mr. Beast?
21:44 He has an entertainment channel and he
21:45 sells tens of millions of chocolate bars
21:47 every single year." And I would answer
21:48 with this. Having legit tier A raw
21:51 fandom will supersede any playbook that
21:53 I'm talking about. But chances are you
21:55 will never achieve a tier fandom, nor
21:57 will I. And you actually don't want
21:58 that. So building an entertainment
22:00 channel is suboptimal for building
22:02 sevenfigure businesses the easy way. If
22:04 you're trying to build a seven-figure
22:05 business and you want that process to be
22:07 a thousand times easier, do not make an
22:09 entertainment style channel. All right.
22:10 Now, the second problem that people face
22:12 when they're struggling to build an
22:13 audience of buyers is the precision
22:15 problem. In this case, you didn't do the
22:17 work to fully understand the buyer
22:18 profile, and so your content selection
22:20 is all over the place for many different
22:22 buyers. You might be able to get narrow
22:24 enough on a single painoint for one set
22:26 of buyers once in a while, but then you
22:28 shift to another set, and so you bounce
22:30 around. This ruins that Pavlovian effect
22:33 of seeing your brand and it relating to
22:35 value for that specific buyer group over
22:37 and over and over. And the problem here,
22:39 like I said, is that you have not been
22:40 precise enough in understanding and
22:42 mapping your specific buyer. An example
22:44 of this would be, let's say I'm an
22:46 accountant and I'm trying to sell
22:47 accounting services to small and
22:49 medium-sized business owners, but I end
22:50 up making content about current business
22:52 events from a financial lens. And you'd
22:55 think this would actually help you build
22:56 credibility because you're talking with
22:58 a financial perspective about things
22:59 that are happening in current events.
23:01 But this attracts a whole set of
23:03 different buyers. It could be small and
23:04 medium-sized business owners, but it
23:06 also could be people interested in
23:07 politics, in markets, in economics, in
23:09 current events. And this is a classic
23:11 precision problem because when you go to
23:13 sell your accounting expertise, such a
23:15 small percentage of your audience will
23:17 relate that those videos will not do
23:18 well and not find those buyers. To avoid
23:21 this problem, you want to stay super
23:22 disciplined on a single buyer avatar and
23:24 really deeply research and understand
23:26 what their workflow and pain points are.
23:28 You want to stay within those rails.
23:30 Now, the third problem is the painoint
23:32 identification problem. And in this
23:34 case, your videos are aimed at a single
23:36 buyer, which is good, but the topics you
23:38 pick are too high level, too broad, or
23:40 not really mapping to a pain point they
23:42 have. And the good news is these are at
23:43 least kind of mapping to the expertise
23:45 you want to build. The bad news is these
23:47 are just junk food and low value because
23:49 you're not talking about their pains. An
23:51 example of this again would be if I'm
23:52 the accountant selling my accounting
23:54 services to SMBs, I might make videos
23:56 talking about all types of business
23:58 related things. Filing patents, setting
24:00 up operating structures, maybe covering
24:02 taxes, but then broadening beyond that.
24:05 Now, all those topics seem right because
24:07 they're everything an SMB would want to
24:08 know, but it's not necessarily things
24:10 they should hear from you. And that's
24:12 the issue. You're too broad, too high
24:13 level, and not focused specifically on
24:15 their accounting painpoint problems. To
24:18 avoid this problem, you just want to
24:19 narrow down your content topic selection
24:21 to only pain points the buyer has. And
24:23 you can do this easily if you've
24:25 effectively mapped their workflow. The
24:26 fourth problem is the solution novelty
24:28 problem. In this case, your videos are
24:31 focused on a specific problem or pain
24:32 point. That's good, but the solution
24:34 you're giving is not novel or different
24:36 enough. In other words, you're giving
24:38 the same generalized advice and takes
24:40 that everybody else does. When you do
24:41 this again, people will watch, but deep
24:43 trust is not acred because the thing
24:45 you're saying does not actually help
24:47 solve the pain point differently. And to
24:49 continue this example, you're the
24:50 accountant. You're going for small
24:51 business owners. You're now talking
24:53 about specific tax services and
24:55 problems, but the solutions are the same
24:56 thing they could use chatbt for or go to
24:59 an H&R block specialist. You're not
25:01 giving them differentiated tips or
25:03 knowledge. Now, if you want your
25:04 solution to come across different
25:05 compared to the incumbent, you can do it
25:07 in three ways. Either being first,
25:09 better, or different. First is if you're
25:11 the first one to explain a new ruling or
25:14 some clarity on a rule change that no
25:16 one has covered yet. Different, which is
25:18 always better, is coming up with
25:19 different things than people say. You're
25:20 zigging when everyone else is zagging.
25:22 And then better is representing the same
25:24 information, but in a much clearer way
25:26 or with better metaphors or better
25:27 visuals so people can understand more.
25:29 You're saying the same, but they're
25:30 actually absorbing a lot more. That
25:32 would be better. All right. The fifth
25:33 problem is the walk away value problem.
25:36 In this case, your videos are focused on
25:37 a specific buyer. You're focusing on a
25:39 specific painoint. Your solutions are
25:41 actually novel and different. All good.
25:44 But you don't complete the circle to
25:45 give the tactical walk away steps for
25:48 how someone can take your novel
25:49 solutions and implement them themselves.
25:52 You only get half the credit if your
25:53 novel solve is different. The other half
25:55 comes from someone actually being able
25:57 to implement what you say without your
25:59 help. For example, most of my videos on
26:01 this channel, they cover tactics and
26:03 strategies for content that you're not
26:04 going to hear anywhere else. They are
26:06 inherently novel and different. And that
26:08 is because I know this playbook works
26:10 and I am spending a lot of time coming
26:11 up with the novel and different
26:13 strategies. I'm doing this on purpose.
26:14 But the magic isn't from me telling you
26:16 what this is. It's when someone else
26:17 watches the video and applies those
26:19 learnings and tactics on their own and
26:21 then 50xes their views overnight. Once
26:24 that happens even a single time, I have
26:26 fully earned the trust from that person.
26:28 They've taken my novel solution,
26:30 implemented it, and it worked. and now
26:32 they're willing to buy a solution that I
26:34 sell in the future for a different pain
26:36 point in the same workflow. All right.
26:37 Now, the last problem is the consistency
26:39 problem. You find the buyer, map the
26:41 workflow, pick a painoint, come up with
26:43 a novel solution. It's tactically
26:44 implementable. You do all that
26:46 correctly, but you just don't do it
26:47 often enough. Google has a rule called
26:49 the 7114 rule. A buyer needs to see your
26:52 stuff for 7 hours across 11 different
26:55 touch points in four different ways,
26:57 four different formats. So, if you
26:58 average 20 minutes in length on your
27:00 video and your super fans watch every
27:02 single second, it's going to take 21
27:04 videos for them to watch and then buy.
27:06 So, if this is your problem, you're
27:08 doing all the right things. Painpoint,
27:09 solution, trust. You're just not doing
27:11 it enough. You have to keep doing it
27:12 consistently over and over and over. And
27:14 I'll say this, you may be watching this
27:15 video so far and thinking, "All right,
27:17 what are you saying kind of makes sense,
27:18 but if I do this and I pick a specific
27:20 buyer with a specific workflow and a
27:23 narrow set of pain points and my
27:24 solution is novel and different? If I do
27:26 that, are my views going to be super
27:28 small? Because there's only going to be
27:29 so many people that relate to what I'm
27:31 saying? And that is the exact right
27:32 question. And here's the answer. Views
27:35 are not the goal. Dollars are the goal.
27:37 Customers are the goal. You need to
27:39 untrain yourself that more views equals
27:41 more dollars. That is not how it works.
27:43 The algorithms are extremely good at
27:45 finding the right demographic of person.
27:47 If you stay consistent and service only
27:49 a small set of pain points for a
27:51 specific buyer, your view size will be
27:53 directly correlated to the size of the
27:54 buyer group that has the problems you're
27:56 targeting. If you're solving a niche
27:58 problem in a niche market, then your
27:59 views are going to be smaller. But that
28:01 doesn't mean that your dollars have to
28:02 be smaller. If you run a marketing
28:04 agency and can only take on 15 new
28:06 clients at once, well then the
28:07 difference between 500 views and 500,000
28:10 views doesn't matter if they both net 15
28:12 clients. And I'll say this, if you want
28:14 lots of views and lots of dollars, then
28:16 you need to pick a large enough problem
28:18 where the total addressable market of
28:20 buyers is big. All right, guys. That is
28:22 all I've got for this video. That was a
28:23 long one, but hopefully a master class
28:25 in how to build an audience of buyers.
28:27 As a summary, we went through the six
28:29 tactical steps for how you actually
28:31 build the audience of buyers and then
28:33 the six pitfalls and common traps that
28:35 you need to make sure you avoid if
28:37 you're struggling with it. You now have
28:38 everything you need to get started
28:40 building an audience of buyers. And
28:41 remember, I built the free community,
28:42 Wavy World, that now has 17,000 other
28:45 business owners and entrepreneurs
28:46 helping each other get better with
28:48 content. I built that specifically
28:50 because I wanted to become the best
28:51 place in the world for you to uplevel
28:53 and learn. So, if you want to join that,
28:54 it's completely free. I've got an invite
28:56 link for you in the description. And
28:57 until the next video, thank you guys. We
28:59 will see you on the next one. Peace.
Extensión Chrome