Distribution First

“I've worked behind with over a dozen people behind one person's brand before. And then you have a lot of people jumping into it for their first year of creating content, and they're trying to do all the same things that over a dozen people were doing. And so I think that there is really just a misunderstanding of what what goes on behind the scenes of some of your top creators.”

“I had a friend tell me that it should is just could with shame attached to it. And so that idea to me of you absolutely could do YouTube. You could do shorts. You could do LinkedIn. You could do a newsletter. You could do TikTok. You could do any of them.”

“It is a disservice to not tell people about your offer because your offer transforms people's businesses and transforms, like, their lives. So there's literally only upside to it. I think a lot of us are afraid of being salesy. However, you know, especially someone like you, this academy offer that you have, you are delivering on a framework and a transformation to the people, the 50 people that are already in there.”

“It's one thing for you to talk about your offer. It is another thing for one of the people you've helped to talk about your offer for you. So that's where testimonial content or a case study of someone like, they started here, they went through your framework, and then they achieved this. That is super valuable. It doesn't feel salesy. You're just telling the truth.”

“I love what I see someone share something that I'm not supposed to see. Like, something that's supposed to be behind the paywall or it is, yeah, a coaching call with a client because then I get to really see what this person is like that I wanna work with. I'm in multiple memberships, and I am never mad if someone shares that. But it's gotten me into memberships when people do that behind the scenes type content.”

“I worked with a guy named doctor Benjamin Hardy, who is a, he's a keynote speaker. He's an author. After the book had been out for a couple of months, he realized, okay. The next season that I'm gonna be in is I wanna write my next book. And so we had a decision to make. And the decision was, do we shut down the YouTube channel that we've been putting all this effort into that has a 100,000 subscribers because it's really nice to have it, but it is diluting his energy from what the real goal was. And so he just stopped a hun with a channel with over a 100,000 subscribers just stopped because it no longer served what the actual goal was.”

“If you had to put out a post on LinkedIn every single week, and maybe your regular post get 20 likes or they get a 100, but then the salesy the post that mentions the offer and links to it, maybe it gets half of that. But the people that are liking that and engaging with it, yes, it's less than your typical one, but the hope is that those are more of the right people that are the ones that are gonna click the link and go and sign up.”

“Close the gap between the ideas that we're talking about today, and then if anyone's listening, if this brought up some ideas of, like, oh, yeah. You know, like, I could definitely do this and this and this with my content. Close the gap between having the idea today and taking the action on it because you are currently operating off your past content strategy.”

“I just see, like, the supply demand arbitrage, I think, exists on YouTube in a larger degree than than most other levers you can pull right now. And one of the reasons for that is because YouTube's hard. And so, like, like, people are scared of it, to be honest with you, and and there's good reason for that. B two b is gonna move into YouTube. It's absolutely gonna happen. It's just a matter of who gets in first, who does it best.”

“One of the most important things you can do, and it seems kind of funny, is just like the thumbnail. The thumbnail of your YouTube video. Like, you could argue you should spend more time on that than you did creating the content itself. Literally, there are people who spend their lives dedicated to creating thumbnails that get people to click, and then you need your video to deliver on the promise.”

“YouTube content no mercy content. That's what I've been calling it because you can get into those analytics. And I just had a short go out for the podcast earlier in the week, and it's, like, a few 100 views. So, like, the algorithm actually took it, which is, you know, cool. But then it's, like, two likes, three dislikes, and you're, like, a 40% like rate. And I'm, like, well, okay. That clip did not work. Let's figure out why.”

“We have to consist we have the starting point for that is how big is our TAM? If there's only 2,000 potential buyers in our market, then getting 200 views of our podcast that our channel is only designed for those people, we've just captured 10% of our market consuming our content. That is incredible. So, like, we have to remember because our videos are gonna be next to videos that have 500,000 views.”

“For a very small amount of paid, like, literally 5 to $10 per day per video, your video can get recommended to the right audience and serve to them. When that audience opens up their YouTube app, that video is now going to appear as a recommended video with guarantee because you paid $5 per day for it to be on their homepage. On LinkedIn, the paid you usually have to do is much higher because the targeting is much better and there's more competition for paid on YouTube. That's not the case.”

“We should start thinking of YouTube like we think of Netflix. People are watching YouTube in their living rooms on their big screen TVs. YouTube is TV. Like, that's how we should think about it as marketers now. More people are consuming YouTube than they than Netflix, than Amazon Prime, than Disney. Like, all the major streaming platforms, more people are consuming YouTube channels and YouTube content than all of those.”

“I like the idea of just stair stepping it. Start with something that's sustainable and manageable and differentiated. And even if that's a once a month thing, but you just put your all into that once a month, and it's just a single format once a month, and then you could stair step it to, okay, we got that down. Let's do it twice a month. So not by trying to bite it all off at at once because it's so hard to do, you know, seven things, seven different approaches, like, all at the same time.”

“Watch this. Watch it. Click off. Click off. Click off. Click off. That's what YouTube is telling somebody when they're watching your video. So, you've got very minimal time to deliver on the promise that you promised in the title and the thumbnail. We need to optimize our experience for people who have clicked on your video for the very first time. And they don't know anything about you. All they know is they wanna learn something you promised.”

“There's this concept that, like, b to b content is boring. We don't have to be, like, funny, and we don't have to be, like, entertaining in the sense of, like, a lot of content you might see on YouTube or Netflix or whatever. Like, technical topics are not boring to the person you're speaking to if they can learn and get better, which is what they're trying to do. We just need to make sure that we have a promise and a positioning, and then we deliver on that.”

“Most people don't give feedback. I listen to and like a lot of content creators in b two b and just people I learned from. Very rarely do I message them. So if you get one, this is just a little encouragement and a reminder for myself too. If you get one of those, put a multiplier on it because that's what's actually happening right now. If you're getting unsolicited positive responses, put a multiplier on that because that's what's actually happening.”