YouTube Transcript:
EXACTLY How To Bring Viewers Back To Your Channel

Why do people get addicted to things?
Well, it's because when they love a
feeling, it can create a habit through
repetition and then they miss it when
it's gone. And that feeling is what you
want to create with your YouTube videos
if you want to build a red-hot community
of return viewers who then go on to buy
your thing. So, in this video, I'm going
to show you my five-step process that
I've been using inside of videos for
years now to bring millions of people
back to my content over and over again.
And it didn't work once. It worked here.
It worked here. It worked here. Okay.
So, before we get on to the steps, why
is what I'm about to show you so
incredibly powerful? Well, have you ever
really craved chocolate? Gone to your
secret stash, open the drawer, and
there's nothing left, just a sad little
chocolate rice cake that you've been
ignoring since 2015. You get
disappointed, right? Because you want an
a Mars bar, not a lecture. That's the
same feeling your viewers get when your
video doesn't match what they thought
they were clicking on. And when that
happens, they don't watch your video,
and then they don't watch even more, and
they don't come back. And if that
happens, you won't make any sales. But
when your video does match their
expectations, they think, "Oh, yes. This
is exactly what I love." And if you can
create that feeling over and over and
over again, you just build yourself a
drawer full of neverending chocolate
viewers binge on, and that is the secret
to sales and views. So, to show you how
to create this effect in every single
video you make, I'm going to walk you
through a demo channel in the
recruitment space. Now, their avatar is
45. They're stressed about not having
enough money to retire on, and that's
it. We'll just leave it there. Okay, so
step one of this system is absolutely
critical because if you get this wrong,
nothing else will work. And it's down to
the fact that YouTube isn't just for
teenagers anymore. It's overtaken
Netflix and it's growing insanely fast.
Meaning your potential clients who might
be, say, age 40 plus are not going to
click the same kind of videos that a
20-year-old or an 18-year-old or a
15year-old would watch. And most of the
YouTube education out there is telling
you to make what works for those
youngsters who binge on entertainment,
not businessy kind of content. Right
now, what that means for you is you
don't just do exactly what you've been
told to do and copy what works from
other people's channels and bring that
over to your own. Because imagine if our
demo channel went and copied, say, this
video just because it had so many views.
A 50-year-old who we're after ain't
clicking on that. Looks like it's packed
full of E numbers. They're clicking on
this though. This is Azul. He exploded
to 100,000 subscribers really quick
because he didn't copy what worked for
the wrong people. He copied what worked
for his people and then he just did more
and more of it. So in step one, all you
do is you match the style of your
thumbnail to the expectations and
desires of your actual buyers. And that
can mean no glowing effects, no neon
text, no funky backgrounds, just simple,
clear visuals that feel familiar and
trustworthy, especially if your audience
is a bit older. And you'll know when
you've nailed this because you're going
to get more views and your audience tab
is going to show you the right age group
watching your content. This tab on
YouTube is one of the most important
sections in the studio as far as I'm
concerned for a business. Now, step two,
this is absolutely critical for getting
people to come back and that's how you
generate sales and it works like this.
So, let's say you've nailed step one.
You made a really great looking
thumbnail our audience is going to love.
It's high quality. It's clean. It's
classy. And then our viewer comes along
and they click play and they get this.
This is an instant disconnect. Viewers
clicked on a Mars bar and they got given
a rice cake. And when that happens, your
viewers trusts instantly gone and it's
very hard to get back. So, what should
you do instead? Well, you've probably
seen creators with really sketchy
looking thumbnails and like zero
production quality. And you've wondered,
how on earth are they getting so many
views? It doesn't make sense when I'm
putting in so much work. Well, one big
reason is because their viewers see that
scraggly looking thumbnail and then they
hit play and the content and the
scraggliness of the thumbnail is in
line. The packaging matches the product,
so they stay. So, what should you do? Go
high-end or keep your production quality
scrappy looking? Well, again, it kind of
depends on who you're trying to attract.
So, what you want to do is you want to
ask yourself this. What kind of
production quality would appeal to the
people I want to work with or to sell my
products to? So, for our retirement
channel example, do you think a
55-year-old who's worried about their
pension wants advice from someone in a
neon hoodie and a glowing pink gamer
cave style studio or from someone who's
sitting behind a mahogany desk? Let me
know which one you would trust more in
the comments. It's probably going to be
a bit of a mix, but really this step is
about consistency of expectation from
the moment they click. So, you want to
test, you want to adjust, and you want
to refine over time to figure this out.
But always try to make sure you're
matching your setup to that style that
builds trust with your buyer and is the
most in line with your thumbnail and
title. Which moves us on to step three,
and this one has to work in harmony with
your thumbnail, your setup, your format
if you want to meet your viewers
expectations and keep them coming back
to the chocolate roll. And to show you
how this plays out in real life, I'm
going to show you two videos in the same
niche that both racked up serious views,
but take completely different
approaches. So, here's our first clip.
Work less, earn more, enjoy life. That's
my motto. That's my value proposition.
All right, second clip.
This is the blueprint to becoming a
millionaire. And I'm going to walk you
through the levels to becoming one.
Level one is the fundamentals of wealth
creation. And we're going to start with
both of these videos blew up. How is Dan
Co, who barely moves, speaks like he
just woke up from a nap. No offense,
Dan. And breaks a bunch of the usual
presenting rules, can compete with
someone like, well, Mosy, who's kicking
down your door with energy. Well, again,
it all comes down to audience
expectations. So, not everyone wants a
song and dance. Some people just want to
listen to someone who speaks clearly and
calmly and allows them to think. So,
even though Dan's way more calm, he
still nails the foundations of great
content because he's always using
stories, frameworks, and simplification.
But the takeaway from this is your
presentation style has to match the type
of video you're making and the
expectations you've set with your
thumbnail, title, and format. So, for
our demo retirement channel, we got to
think, what kind of presenter do you
expect to see when you click play on
that? someone who's calm and collected
or someone who radiates confidence or
some guy cracking jokes, using props and
dancing. And there's not necessarily a
right and wrong answer. And I think if
you comment below which one you'd rather
see, we'll probably see that. Okay, so
this next part of the process is going
to save you from one of the biggest
YouTube mistakes out there. Chasing a
flat perfect retention line. Yeah, the
thing everyone tells you to get and
obsess over. I used to chase that, too.
But let's go back a couple of years. So,
back then, my videos were all about
inspiration, motivating the viewers, so
they got to the end and they felt good.
And I hope that that would make them
want to watch another one cuz it was
like educational crack. But to do that,
you had to make the info really kind of
light. And I'd throw in lots of
cinematic B-roll and emotional music and
fancy transitions and effects. And the
retention graph looked like this. And
every now and then, I would get
retention so flat it would look like
someone drew it with a ruler in
sections. But now, my videos do this.
And that has played a critical part in
my business's profit sorium because I'm
not trying to keep everyone happy. Now
I'm intentionally making videos that
turn the wrong viewers away. It's why at
the start of every video I say
businesses or sales and products because
the majority of people in the YouTube
space who should still be tempted to
click on a video that is YouTube
businessy, it will put them off cuz they
hate those words and they don't want
anything to do with it. But my ideal
clients, they go, "That's exactly what I
want. It sounds great." So they stay. So
now I produce the total opposite of what
I used to and I've banned music. I've
banned sound effects, zooms, cinematic
reroll. I literally pay Greg, who edits
for me, not to edit for me as much.
Sorry, Greg. I know it's boring, but
it's better for mankind we do it this
way. So if you're panicking because your
intros dropped hard, just ask this
instead. Did I get more comments? Did I
get more shares? Did I get more email
signups or product sales? And if the
answer is yes, then what are you
worrying about? The video worked. That
graph can really trap you into making
mass market content. Really, a healthy
decline is not that big a deal. It's
actually a good thing sometimes. Now,
don't get me wrong, I still check my
retention graph because it can give me
some other clues, and I still do want to
see flat bits here and there, and I
still want to learn from it. But if you
focus on it too much, it tricks you into
making content for the masses instead of
making content for your one dream
client. And if you're building a
business, that's the difference between
struggling and scaling. So, for our
retirement channel, I'm saying no stock
footage, no music, no flashy cuts,
boring ass looking videos. I'm going to
use some text on screen. Basically, what
you're seeing right now, which brings us
onto our next step, which if you want
people to keep coming back, and you want
those viewers turning into leads and
sales, this part is a non-negotiable.
So, let me show you how I'm doing it on
this very channel that you're watching
right now. So, when I pivoted from my
old channel, Film Move, which you can
see here, I wasn't just tweaking my
strategy. I was starting from scratch
because I was after a new audience. I'm
after a new age group, and they have new
problems. And if I want to create that
chocolate door effect, I need to go on a
discovery mission to figure out well
what does this audience actually want.
So for six weeks I doubled up my output
as you can see here and I started
testing formats like a man possessed.
And when I say formats I mean the style
of the video. So I did a deep dive about
this one. I did a fast list like this.
Did some rows personal backstory stuff.
I did some short process videos like
this. But after that I didn't need to
guess what to make any more of because I
was looking at the data. I was reading
the comments. So, I was trying to work
out what do you guys love about those
things that I've produced, but also what
brought in the leads, what got return
viewers, what actually built the
business. Then, when I had that data, I
just did more of what worked. Now, I use
tracking software to see which formats
bring in the most sales. It's pretty
much impossible to play this YouTube
game without it. Join the income
tracking train in the description. Choo
choo. Oh, no, that's bad. Still going to
workshop that slogan. But here's the
thing. If you find one thing that works,
you can't just repeat it over and over
again forever because eventually what
happens is your viewers will feel like
they're eating the same chocolate over
and over again. And what happens when
you do that? Well, they eventually get
bored of it. And you'll see the impact
of this on channels who blew up with one
particular format and then just used it
over and over again. Eventually, their
views get less and less and less. So,
here's how you avoid that. Your goal
should be to find three to four formats
that work and then you rotate them on
the channel. These become your go-to
content types that you know your viewers
love that always bring people back and
you just keep doing the same thing and
over again. But in between those
staples, you experiment. So you try
something weird, you try something new,
you try something a bit quasier. You
don't have to do that. The idea is
you're looking for one to hit and then
boom, you've got a new repeatable format
or something better to replace one
that's going stale. This is how you
evolve a channel while staying fresh and
familiar at the same time and build
long-term viewership that actually grows
a business. Now, here's the part most
people get wrong. They expect to figure
all of this out in like 30 days, just
like I did. But I can only do that that
fast because I've been studying YouTube
daily for flipping years and I work with
hundreds of businesses and we all share
stuff in my community. So, I know the
patterns to repeat and the signs to look
for. For most people without this, you
need to expect to make about 50 videos
before you really lock in the format
stack. So, for our retirement channel
who's starting brand new, I'm going to
test a quick fire list to call because
these can skyrocket in views. I'm going
to try a long process heavy deep dive
cuz these are amazing for conversions.
I'm going to put out some timely news
reaction videos because news drives
channels really fast. And I'm maybe
going to make some short like how-to
formats just to round it out. And then
I'll see what happens and double down on
what works. So now you understand why
viewer expectations matter so much and
how breaking the rules could grow your
business faster. You need to learn how
to find formats to test and then build
your channel around so you can establish
the best way to do each of these things
I've just shown you. So, watch this
video next where I'm going to show you
how to build a million-dollar content
strategy step by step so that you can
literally just copy it. Chocolate talks
getting me
hungry. Flipping rice cake.