0:00 Why do people get addicted to things?
0:01 Well, it's because when they love a
0:03 feeling, it can create a habit through
0:05 repetition and then they miss it when
0:06 it's gone. And that feeling is what you
0:08 want to create with your YouTube videos
0:10 if you want to build a red-hot community
0:12 of return viewers who then go on to buy
0:14 your thing. So, in this video, I'm going
0:16 to show you my five-step process that
0:18 I've been using inside of videos for
0:20 years now to bring millions of people
0:22 back to my content over and over again.
0:25 And it didn't work once. It worked here.
0:26 It worked here. It worked here. Okay.
0:28 So, before we get on to the steps, why
0:30 is what I'm about to show you so
0:32 incredibly powerful? Well, have you ever
0:34 really craved chocolate? Gone to your
0:35 secret stash, open the drawer, and
0:37 there's nothing left, just a sad little
0:39 chocolate rice cake that you've been
0:41 ignoring since 2015. You get
0:43 disappointed, right? Because you want an
0:44 a Mars bar, not a lecture. That's the
0:47 same feeling your viewers get when your
0:49 video doesn't match what they thought
0:51 they were clicking on. And when that
0:52 happens, they don't watch your video,
0:54 and then they don't watch even more, and
0:55 they don't come back. And if that
0:57 happens, you won't make any sales. But
0:58 when your video does match their
1:00 expectations, they think, "Oh, yes. This
1:02 is exactly what I love." And if you can
1:04 create that feeling over and over and
1:06 over again, you just build yourself a
1:07 drawer full of neverending chocolate
1:09 viewers binge on, and that is the secret
1:11 to sales and views. So, to show you how
1:13 to create this effect in every single
1:14 video you make, I'm going to walk you
1:16 through a demo channel in the
1:18 recruitment space. Now, their avatar is
1:20 45. They're stressed about not having
1:23 enough money to retire on, and that's
1:25 it. We'll just leave it there. Okay, so
1:27 step one of this system is absolutely
1:28 critical because if you get this wrong,
1:30 nothing else will work. And it's down to
1:32 the fact that YouTube isn't just for
1:34 teenagers anymore. It's overtaken
1:36 Netflix and it's growing insanely fast.
1:38 Meaning your potential clients who might
1:39 be, say, age 40 plus are not going to
1:42 click the same kind of videos that a
1:45 20-year-old or an 18-year-old or a
1:46 15year-old would watch. And most of the
1:49 YouTube education out there is telling
1:51 you to make what works for those
1:53 youngsters who binge on entertainment,
1:55 not businessy kind of content. Right
1:57 now, what that means for you is you
1:59 don't just do exactly what you've been
2:01 told to do and copy what works from
2:03 other people's channels and bring that
2:04 over to your own. Because imagine if our
2:06 demo channel went and copied, say, this
2:08 video just because it had so many views.
2:10 A 50-year-old who we're after ain't
2:13 clicking on that. Looks like it's packed
2:14 full of E numbers. They're clicking on
2:16 this though. This is Azul. He exploded
2:19 to 100,000 subscribers really quick
2:20 because he didn't copy what worked for
2:23 the wrong people. He copied what worked
2:25 for his people and then he just did more
2:27 and more of it. So in step one, all you
2:29 do is you match the style of your
2:31 thumbnail to the expectations and
2:34 desires of your actual buyers. And that
2:36 can mean no glowing effects, no neon
2:38 text, no funky backgrounds, just simple,
2:40 clear visuals that feel familiar and
2:42 trustworthy, especially if your audience
2:45 is a bit older. And you'll know when
2:46 you've nailed this because you're going
2:47 to get more views and your audience tab
2:50 is going to show you the right age group
2:51 watching your content. This tab on
2:53 YouTube is one of the most important
2:55 sections in the studio as far as I'm
2:57 concerned for a business. Now, step two,
2:59 this is absolutely critical for getting
3:00 people to come back and that's how you
3:02 generate sales and it works like this.
3:04 So, let's say you've nailed step one.
3:06 You made a really great looking
3:07 thumbnail our audience is going to love.
3:09 It's high quality. It's clean. It's
3:10 classy. And then our viewer comes along
3:12 and they click play and they get this.
3:15 This is an instant disconnect. Viewers
3:16 clicked on a Mars bar and they got given
3:18 a rice cake. And when that happens, your
3:20 viewers trusts instantly gone and it's
3:21 very hard to get back. So, what should
3:23 you do instead? Well, you've probably
3:24 seen creators with really sketchy
3:26 looking thumbnails and like zero
3:28 production quality. And you've wondered,
3:29 how on earth are they getting so many
3:30 views? It doesn't make sense when I'm
3:31 putting in so much work. Well, one big
3:33 reason is because their viewers see that
3:36 scraggly looking thumbnail and then they
3:37 hit play and the content and the
3:39 scraggliness of the thumbnail is in
3:40 line. The packaging matches the product,
3:42 so they stay. So, what should you do? Go
3:45 high-end or keep your production quality
3:47 scrappy looking? Well, again, it kind of
3:49 depends on who you're trying to attract.
3:51 So, what you want to do is you want to
3:52 ask yourself this. What kind of
3:53 production quality would appeal to the
3:55 people I want to work with or to sell my
3:57 products to? So, for our retirement
3:58 channel example, do you think a
4:00 55-year-old who's worried about their
4:02 pension wants advice from someone in a
4:03 neon hoodie and a glowing pink gamer
4:06 cave style studio or from someone who's
4:08 sitting behind a mahogany desk? Let me
4:11 know which one you would trust more in
4:12 the comments. It's probably going to be
4:13 a bit of a mix, but really this step is
4:16 about consistency of expectation from
4:18 the moment they click. So, you want to
4:20 test, you want to adjust, and you want
4:21 to refine over time to figure this out.
4:23 But always try to make sure you're
4:24 matching your setup to that style that
4:26 builds trust with your buyer and is the
4:28 most in line with your thumbnail and
4:29 title. Which moves us on to step three,
4:31 and this one has to work in harmony with
4:33 your thumbnail, your setup, your format
4:36 if you want to meet your viewers
4:38 expectations and keep them coming back
4:39 to the chocolate roll. And to show you
4:41 how this plays out in real life, I'm
4:43 going to show you two videos in the same
4:44 niche that both racked up serious views,
4:47 but take completely different
4:48 approaches. So, here's our first clip.
4:50 Work less, earn more, enjoy life. That's
4:53 my motto. That's my value proposition.
4:56 All right, second clip.
5:00 This is the blueprint to becoming a
5:01 millionaire. And I'm going to walk you
5:03 through the levels to becoming one.
5:04 Level one is the fundamentals of wealth
5:06 creation. And we're going to start with
5:08 both of these videos blew up. How is Dan
5:10 Co, who barely moves, speaks like he
5:12 just woke up from a nap. No offense,
5:14 Dan. And breaks a bunch of the usual
5:16 presenting rules, can compete with
5:18 someone like, well, Mosy, who's kicking
5:20 down your door with energy. Well, again,
5:22 it all comes down to audience
5:25 expectations. So, not everyone wants a
5:27 song and dance. Some people just want to
5:28 listen to someone who speaks clearly and
5:30 calmly and allows them to think. So,
5:32 even though Dan's way more calm, he
5:34 still nails the foundations of great
5:36 content because he's always using
5:38 stories, frameworks, and simplification.
5:40 But the takeaway from this is your
5:42 presentation style has to match the type
5:44 of video you're making and the
5:45 expectations you've set with your
5:47 thumbnail, title, and format. So, for
5:49 our demo retirement channel, we got to
5:51 think, what kind of presenter do you
5:53 expect to see when you click play on
5:55 that? someone who's calm and collected
5:57 or someone who radiates confidence or
6:00 some guy cracking jokes, using props and
6:03 dancing. And there's not necessarily a
6:05 right and wrong answer. And I think if
6:06 you comment below which one you'd rather
6:08 see, we'll probably see that. Okay, so
6:10 this next part of the process is going
6:12 to save you from one of the biggest
6:13 YouTube mistakes out there. Chasing a
6:15 flat perfect retention line. Yeah, the
6:18 thing everyone tells you to get and
6:20 obsess over. I used to chase that, too.
6:22 But let's go back a couple of years. So,
6:24 back then, my videos were all about
6:27 inspiration, motivating the viewers, so
6:29 they got to the end and they felt good.
6:31 And I hope that that would make them
6:33 want to watch another one cuz it was
6:34 like educational crack. But to do that,
6:36 you had to make the info really kind of
6:38 light. And I'd throw in lots of
6:40 cinematic B-roll and emotional music and
6:43 fancy transitions and effects. And the
6:45 retention graph looked like this. And
6:47 every now and then, I would get
6:48 retention so flat it would look like
6:49 someone drew it with a ruler in
6:50 sections. But now, my videos do this.
6:53 And that has played a critical part in
6:55 my business's profit sorium because I'm
6:57 not trying to keep everyone happy. Now
6:59 I'm intentionally making videos that
7:01 turn the wrong viewers away. It's why at
7:04 the start of every video I say
7:05 businesses or sales and products because
7:07 the majority of people in the YouTube
7:09 space who should still be tempted to
7:11 click on a video that is YouTube
7:13 businessy, it will put them off cuz they
7:14 hate those words and they don't want
7:16 anything to do with it. But my ideal
7:17 clients, they go, "That's exactly what I
7:19 want. It sounds great." So they stay. So
7:21 now I produce the total opposite of what
7:23 I used to and I've banned music. I've
7:25 banned sound effects, zooms, cinematic
7:27 reroll. I literally pay Greg, who edits
7:30 for me, not to edit for me as much.
7:32 Sorry, Greg. I know it's boring, but
7:33 it's better for mankind we do it this
7:35 way. So if you're panicking because your
7:36 intros dropped hard, just ask this
7:38 instead. Did I get more comments? Did I
7:40 get more shares? Did I get more email
7:42 signups or product sales? And if the
7:43 answer is yes, then what are you
7:44 worrying about? The video worked. That
7:46 graph can really trap you into making
7:48 mass market content. Really, a healthy
7:50 decline is not that big a deal. It's
7:53 actually a good thing sometimes. Now,
7:54 don't get me wrong, I still check my
7:56 retention graph because it can give me
7:58 some other clues, and I still do want to
7:59 see flat bits here and there, and I
8:00 still want to learn from it. But if you
8:02 focus on it too much, it tricks you into
8:04 making content for the masses instead of
8:05 making content for your one dream
8:07 client. And if you're building a
8:08 business, that's the difference between
8:10 struggling and scaling. So, for our
8:12 retirement channel, I'm saying no stock
8:14 footage, no music, no flashy cuts,
8:16 boring ass looking videos. I'm going to
8:18 use some text on screen. Basically, what
8:20 you're seeing right now, which brings us
8:21 onto our next step, which if you want
8:23 people to keep coming back, and you want
8:25 those viewers turning into leads and
8:26 sales, this part is a non-negotiable.
8:29 So, let me show you how I'm doing it on
8:31 this very channel that you're watching
8:32 right now. So, when I pivoted from my
8:34 old channel, Film Move, which you can
8:35 see here, I wasn't just tweaking my
8:37 strategy. I was starting from scratch
8:40 because I was after a new audience. I'm
8:42 after a new age group, and they have new
8:44 problems. And if I want to create that
8:46 chocolate door effect, I need to go on a
8:48 discovery mission to figure out well
8:50 what does this audience actually want.
8:52 So for six weeks I doubled up my output
8:54 as you can see here and I started
8:55 testing formats like a man possessed.
8:58 And when I say formats I mean the style
9:00 of the video. So I did a deep dive about
9:02 this one. I did a fast list like this.
9:05 Did some rows personal backstory stuff.
9:07 I did some short process videos like
9:09 this. But after that I didn't need to
9:10 guess what to make any more of because I
9:12 was looking at the data. I was reading
9:14 the comments. So, I was trying to work
9:15 out what do you guys love about those
9:17 things that I've produced, but also what
9:18 brought in the leads, what got return
9:20 viewers, what actually built the
9:21 business. Then, when I had that data, I
9:23 just did more of what worked. Now, I use
9:25 tracking software to see which formats
9:26 bring in the most sales. It's pretty
9:28 much impossible to play this YouTube
9:29 game without it. Join the income
9:31 tracking train in the description. Choo
9:33 choo. Oh, no, that's bad. Still going to
9:34 workshop that slogan. But here's the
9:36 thing. If you find one thing that works,
9:38 you can't just repeat it over and over
9:40 again forever because eventually what
9:42 happens is your viewers will feel like
9:43 they're eating the same chocolate over
9:44 and over again. And what happens when
9:45 you do that? Well, they eventually get
9:47 bored of it. And you'll see the impact
9:49 of this on channels who blew up with one
9:51 particular format and then just used it
9:52 over and over again. Eventually, their
9:54 views get less and less and less. So,
9:55 here's how you avoid that. Your goal
9:57 should be to find three to four formats
9:59 that work and then you rotate them on
10:01 the channel. These become your go-to
10:03 content types that you know your viewers
10:05 love that always bring people back and
10:07 you just keep doing the same thing and
10:09 over again. But in between those
10:11 staples, you experiment. So you try
10:13 something weird, you try something new,
10:15 you try something a bit quasier. You
10:17 don't have to do that. The idea is
10:18 you're looking for one to hit and then
10:20 boom, you've got a new repeatable format
10:22 or something better to replace one
10:24 that's going stale. This is how you
10:26 evolve a channel while staying fresh and
10:27 familiar at the same time and build
10:29 long-term viewership that actually grows
10:31 a business. Now, here's the part most
10:33 people get wrong. They expect to figure
10:34 all of this out in like 30 days, just
10:36 like I did. But I can only do that that
10:38 fast because I've been studying YouTube
10:40 daily for flipping years and I work with
10:42 hundreds of businesses and we all share
10:43 stuff in my community. So, I know the
10:45 patterns to repeat and the signs to look
10:47 for. For most people without this, you
10:49 need to expect to make about 50 videos
10:51 before you really lock in the format
10:53 stack. So, for our retirement channel
10:55 who's starting brand new, I'm going to
10:57 test a quick fire list to call because
10:59 these can skyrocket in views. I'm going
11:00 to try a long process heavy deep dive
11:02 cuz these are amazing for conversions.
11:03 I'm going to put out some timely news
11:05 reaction videos because news drives
11:06 channels really fast. And I'm maybe
11:08 going to make some short like how-to
11:10 formats just to round it out. And then
11:12 I'll see what happens and double down on
11:14 what works. So now you understand why
11:15 viewer expectations matter so much and
11:17 how breaking the rules could grow your
11:19 business faster. You need to learn how
11:21 to find formats to test and then build
11:24 your channel around so you can establish
11:26 the best way to do each of these things
11:27 I've just shown you. So, watch this
11:28 video next where I'm going to show you
11:30 how to build a million-dollar content
11:31 strategy step by step so that you can
11:33 literally just copy it. Chocolate talks
11:35 getting me
11:36 hungry. Flipping rice cake.
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