16:44Taki Moore · Tutorial
Make This Video and Get Clients From YouTube
A 16-minute framework for coaches who want paying clients, not viral views — taught from an unfinished studio with handmade prop cards.
June 18thThe argument in one line.
In a crowded, skeptical coaching market, funnels and traffic no longer differentiate you — winning now requires being magnetic (a clear, opinionated point of view delivered with conviction) and bingeable (enough owned content that prospects consume their way into buying).
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant who has outsourced content creation (clips, ghostwritten emails, AI-generated posts) and noticed engagement quietly declining.
- Someone building a personal brand around themselves as the founder, not an agency or faceless brand.
- A creator who already has some content assets (past workshops, client calls, webinars) sitting unused instead of being repurposed into marketing.
- Anyone deciding between spending more on ad traffic versus investing time in owned content and nurture.
SKIP IF…
- You run a faceless or multi-person brand where no single founder is the on-camera identity — the founder-led thesis doesn't transfer directly.
- You're looking for funnel-building or ad-buying tactics — this video argues against leading with that approach.
The full version, fast.
The old coaching-marketing playbook — build a funnel, buy traffic, push people through it — is losing power as the market gets crowded and skeptical. Taki Moore's replacement framework is magnetic and bingeable: magnetic means having a genuine point of view delivered with conviction (not better lighting or delivery tricks), and bingeable means engineering enough owned content (short-form daily, a weekly 'micro magnet,' a monthly workshop, long-form, email, VSL) that prospects consume their way from cold to bought. His data story, 'Brand Width,' found that the deciding factor across two years of buyers wasn't which funnel or lead magnet converted — it was that everyone had consumed at least 47 minutes of content, and prospects who binged that content fast bought at twice the rate. The practical conclusion: repurpose content you already have (client calls, workshops) into marketing instead of creating more, treat your funnel as a web instead of a line, and lead with a real, opinionated point of view instead of hiring the content out.
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00:00 – 01:56
01 · Cold open: crowded market, cafe coffee
Handheld cafe scene; Taki argues the coaching market is more crowded and skeptical than ever, but reframes crowding as opportunity via the shift from social graph to interest graph.
01:56 – 03:53
02 · Two creators you admire
Prompts the viewer to name two admired creators as a device to introduce the Biz/Artist split; cites Casey Neistat as his own example.
03:53 – 06:25
03 · Biz vs. Artist framework
Draws the Biz/Artist venn diagram live: business wants commercial production/volume, the artist wants creative expression; overindexing either side fails.
06:25 – 08:28
04 · Prolific + Dangerous = Paid
Hormozi cited as the prolific archetype; "dangerous" defined as speaking with real energy and opinion; prolific (can't be matched) + dangerous (can't be copied) = can't be beat.
08:28 – 13:51
05 · The outsourcing-bankruptcy story
Taki's own story of outsourcing clips and ghostwritten emails after running a big business into trouble; response fell, he pushed harder, and content went from "heroic" to "homeopathic." Founder-led marketing (Branson/Virgin) framed as the fix.
13:51 – 16:55
06 · Conviction over delivery tricks; AI's role
The real secret to communication is conviction, not body language or camera tips. AI framed via a brain-surgeon analogy (setup/makeup/cleanup, credited to Matt Church) — good for brainstorming and editing, never for the actual thinking.
16:55 – 20:01
07 · Say what only you can say
Kanye/Rick Rubin album story ("if it could be on anybody else's album, it doesn't belong in yours") and the Kanye/Dave Chappelle "my life is dope" story frame world/worldview as the unfair advantage only the founder has.
20:01 – 22:40
08 · Finding your world weekly
Taki's own Friday ritual of reviewing calendar, photos, and DMs for material; distinguishes "world" (what happened) from "worldview" (what you believe about it).
22:40 – 27:32
09 · Bingeability and Brand Width
Late-night Instagram Reels story leads into cyberstalking-turned-purchase anecdote; introduces the Sharan/real-estate client's data finding that 47+ minutes of content consumption, not funnel or list time, predicted buyers ("Brand Width").
27:32 – 30:39
10 · Content assets, not more content
The $185/hour content math (12 hours, $185K MRR); reframes content creation as the highest-paid job in the business; introduces Delivery/Conversion/Attract content reuse via the "chocolate bar" metaphor.
30:39 – 33:44
11 · The System (the one-page map) + CTA
Draws "The System" quadrant map live: daily short-form, weekly micro magnet, monthly workshop, plus the nurture cycle (chat, long-form, email, VSL). Reframes funnel as web. Closes with worksheet download CTA and tease for video 2.
Lines worth screenshotting.
- People don't buy coaching, they buy coaches — the individual, not the credential, is what differentiates in a crowded market.
- Outsourcing your content voice follows the same curve as bankruptcy: slowly at first, then quickly.
- A test across two years of buyers found no correlation with funnel, lead magnet, or demographic — the only common trait was consuming at least 47 minutes of content before buying.
- Prospects who were fed curated content to binge fast bought twice as often and converted 40% higher on sales calls than those on a normal nurture drip.
- It isn't time on the list that predicts a buyer, it's time on brand — total minutes of your content consumed.
- AI should only be used for the setup (brainstorming) and cleanup (editing) phases of content, never for the actual thinking or creating.
- If a piece of content could belong on anyone else's channel, it doesn't belong on yours.
- Most creators already have enough raw material in their existing client-delivery content; the constraint is rarely more content, it's repurposing what already exists.
- A funnel implies a straight line prospects are meant to follow; in practice people bounce between channels non-linearly, so it behaves more like a web than a funnel.
- A weekly 'micro magnet' should solve one narrow, splinter-sized problem in under three minutes rather than trying to fully educate the prospect.
Binges are buyers, and conviction beats delivery tricks.
WHAT TO LEARN
In a crowded market, being genuinely opinionated and consumable in volume outperforms funnels, ad spend, or polished delivery.
- The old assumption that traffic plus a funnel converts strangers into buyers breaks down once a market gets crowded and prospects grow skeptical of every offer they see.
- Content created by someone other than the founder, even when edited or clipped from the founder's own material, measurably loses the response the founder's own voice generated.
- The single biggest predictor of who buys is not how long someone has been on a list, but how many total minutes of a brand's content they've actually consumed.
- Front-loading new leads with a curated binge of existing content converts roughly twice as well as a slow, evenly-paced nurture drip.
- AI tools are most useful for brainstorming before creating and editing after creating; using them to generate the actual message removes the point of view that made the content work in the first place.
- A piece of content that could plausibly appear on anyone else's channel is, by definition, not differentiated enough to be worth publishing.
- Most people already have enough usable content sitting in their existing client-delivery material and don't need to generate net-new material to market effectively.
- A single narrow, quickly-resolved problem converts better as a lead magnet than a comprehensive resource that tries to fully educate the prospect.
- Prospects move between content channels non-linearly rather than following a single fixed path, so a marketing system should be built to catch attention from multiple entry points rather than force one sequence.
Terms worth knowing.
- Magnetic
- Having a clear point of view you genuinely hold and deliver with conviction, which draws the right people toward you (and repels the wrong ones) without needing sales tactics.
- Bingeable
- Content deliberately structured and distributed so a prospect can consume a large volume of it quickly, since heavy consumption of a brand's content correlates with becoming a buyer.
- Brand Width
- The total number of minutes a prospect has consumed of a brand's content; a measurable substitute for how 'warm' that prospect actually is, independent of how long they've been on an email list.
- Micro magnet
- A small piece of content that solves one narrow, specific problem quickly, offered weekly in exchange for contact details — smaller in scope than a traditional multi-page lead magnet.
- Homeopathic content
- Content so diluted by outsourcing or ghostwriting that almost none of the original creator's actual voice or point of view remains in it.
- Attract / Conversion / Delivery content
- A three-way split of content by business function: delivery content serves existing clients, conversion content drives sales, and attract content generates new leads — often built by repurposing the same underlying material.
Things they pointed at.
07:41channelAlex Hormozi
17:21bookRick Rubin / Kanye West album story
18:49channelDave Chappelle show story
16:09toolMatt Church (setup/makeup/cleanup model)
Lines you could clip.
29:42
“It wasn't the time on the list that mattered, it was the time on brand.”
32:41
“Twelve hours made that much money every month. My hourly rate for producing content is $185 last month per hour.”
18:33
“If any song sounds like it could be on anybody else's album, it doesn't belong in yours.”
10:20
“You used to be a billionaire, then you went bankrupt. How'd you go bankrupt? Well, two ways. Slowly at first and then quickly.”
03:40
“People don't buy coaching, they buy coaches.”
Word for word.
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metaphoranalogystory
00:00When I got started in this industry, no one even knew what a coach was. You had to educate people about what coaching even meant, but now every man and their dog's a coach. I mean, your mom's just got a certification, your dad's a high ticket closure, and your cousin's just enrolled in Hustlers University.
00:13The market is more crowded and noisy than ever before. Your prospects are more skeptical because they've hired seven people and none of them went well. And you?
00:21In a crowded market, you're invisible. That sounds like a challenge, but it's actually a massive opportunity, especially as social media has changed. Because we switched from a a social graph, which meant the person with the most followers, the biggest audience one, to now the interest graph where the algorithm helps your content find your perfect audience.
00:37The good news is that people don't buy coaching, they buy coaches, and so the game has shifted. If you've been around this game for a little while, you've probably heard these two words, traffic and funnels.
00:45In the old days, that's all you needed. One funnel away and then a ton of traffic, ad spend, or whatever to get people through it. That's the old game.
00:53Now it just comes down to two things, becoming magnetic and bingeable. I'm gonna sip my first Vietnamese coffee of my entire life.
01:00I'm gonna shoot back to the office and tell you all about it. That's actually really good.
01:08So to start us all, I want you to think about two creators whose work you admire and would kinda love to emulate. There are bits of what they do that you're just like, oh, I love that. I wish I could do that too.
01:17Just come up with two names. For me, I'd say Casey Neistat.
01:22I love his vids. And business wise, there's a ton who I admire for for various things.
01:27True. I've got two names. What is it about those people that you admire and would love to emulate?
01:33Because I've got a hunch. I reckon the same things that you see are the same two things which are gonna set you free and make your marketing absolutely kill without it ever feeling icky or marketing or salesy.
01:43I wanna show you what what's going on, at least in my head. It's true for me. It's true for most of the coaches I know, and every great creator and, like, let's be honest.
01:51That's what you are. Every great creator has these two things in spades. Two parts to me and two parts, I think, to you.
01:59On one side is the business. The business has some specific needs.
02:03Its main request of you is please ship content.
02:09It has a need for commercial production. So it's looking for, can you produce a volume of content, your stuff, that produces results, you know, leads and clients?
02:18So I call that commercial production. And so it's got needs. Um, and if we're not careful, and all we do is we tap into this business side of things, we become like a , or we've got other people doing the content because they can be efficient and, like, we're too busy, or AI's doing the stuff, and it's not very good.
02:35So that's the business side. It's important, but it's not the only force. And on the other side, this is the bit I wanna talk to for most of the rest of this conversation, if I'm honest.
02:45There's the business, and then there's the artist.
02:50And the artist has a really different driver and a really different set of needs. In me, the artist, like, it's like, I'm driven by creative expression. I just wanna, like, make things and share them with people.
03:00And the problem is if all you do is listen to the artist, and you don't think about the business, you end up in the cliche, like .
03:10They say, just talk about the things you care about. Okay. Cool.
03:12I care about coffee and sitting on the beach. Nobody's been willing to pay me for that yet. So here's the thing.
03:21They've both got strengths, they've both got weaknesses. But when we combine them, a little bit of magic happens. So let's just look at these as a couple of examples.
03:30Who's the most prolific in terms of creating content? It's probably Alex Hormoz.
03:34They're putting out, like, I don't know, 450 pieces of content a day, a week. I don't know.
03:39There's just lots. They're everywhere all the time, and most of it's really good. I would say they are prolific.
03:45Prolific just means let's just start with consistent. Right?
03:48Because most of us aren't prolific.
03:53Probably part of you that goes, man, I wish I was more consistent with my content, especially if you haven't posted or sent an email or shot a video in a while. On the artist side, these these are kinda my people.
04:02The artists have got a really interesting quality because, like, yeah, you can admire the production, like, the volume that these guys do, but there's something about these cats. They've got something to say, and they say it well because they feel it in their bones. I call that being dangerous.
04:18If we can get you prolific, consistent, and dangerous by dangerous, literally, all I mean is you're talking about stuff you've got some energy about and you have an opinion about.
04:27People follow people with energy and an opinion because most people don't. They're walking around umbilical cord in hand just looking for who can I plug into that kind of believes what I believe? Who can take me where I wanna go?
04:38If you can get prolific and dangerous, you get paid.
04:44Those two creators you thought about at the start, that's them on a simple map. Here's what's cool about this. We're use this not as like a teach point, but as like a a frame of reference for for you to think about producing content and creating marketing differently.
04:58Because artists don't market. They just create and they share. All I want you to think about is what would happen if I could create and point my creativity at the offers that the business wants me to talk about?
05:08If we're prolific, we get this unmatched, you know, ability.
05:12We we can't be matched production wise, so let's just call that can't be matched.
05:18That's cool. That's, like, one advantage that you can have. What about the artist?
05:22Well, they're unique. They can't be copied.
05:27So if you can't be matched and you can't be copied, you can't be beat. And I don't mean beat like there's competition trying to beat.
05:33I don't mean that. I just mean you stand way the hell out as someone worth following. So what I'd love to do is spend a little bit of time helping you get more prolific and more dangerous so we can get you paid with your content.
05:47So every coach I've ever listened to and every coach who's come to me for help growing their business has said, you need to be more consistent, or I'm not as consistent as I wanna be. That's cool.
05:56We could talk about that later. None of the consistent matters if you don't have something to say.
06:01And often we feel like like there's other people in my niche saying the same sorts of stuff, or I'm not good on camera, or all that. And so the most important ingredient in all of your content is you. Our first job is to be the content.
06:14And there's a risk right now. You're busy. You got stuff on.
06:17Maybe you're not that good at videos or emails or or posting on social, and so we outsource it. We either, like, get someone on the team to, like, help us with the social media, or we use AI, and we get the robots to do the thinking for us. And then pretty quick, you get ignored.
06:31Here's what happened to me. I was, um, running a big business, and it and it got a little bit crazy and out of hand, as, um, as often happens.
06:41And so I I thought, you know what? I've already said the words once to our clients in Blackbaud. I don't need to, like, say it again.
06:47I'm just gonna get someone to clip little clips from the webinars and workshops I run for run for my clients, we'll share them on social. That'll be fine.
06:53For our emails, I'll just get someone else to take the transcripts of those workshops that I run for clients, transcribe them, edit them, and, like, publish them out as emails. And it was okay for a bit until it wasn't. It's like, uh, this guy was I ran a big business, and then it went bankrupt.
07:09And I'm like, so, um, you know, you used to be a billionaire, then you went bankrupt. How'd you go bankrupt? He goes, well, two ways.
07:14Slowly at first and then quickly. That's what happened to me with content.
07:20This is the exact trajectory. You know, outsource the content. Somebody else is looking after it, whether it's AR or it's a person, doesn't really matter.
07:26First, I felt like relief. I don't have to do this. This is great.
07:30This is what happens when you outsource your voice. First was relief.
07:37Then people sort of started to tune me out.
07:41I don't if they knew it wasn't me. They probably maybe they didn't. Maybe they didn't.
07:44They just knew it wasn't as good. It was sort of what I wanted to say, sort of how I'd say it, not that great. So they started chewing me out.
07:51And then when we'd make offers and invitations, response went down.
07:59So what do you do when people aren't responding? Don't do what I did, which is like, well, clearly, we just need to send more. So we'd send more, we'd spend more, we'd hustle more.
08:07We worked, like, four to five times harder, and funnily enough, it didn't work because we were just, like, getting more like, force feeding more crap that nobody liked down their throat.
08:18When you outsource your content, it ends up homeopathic. You know, there's, like, one drop of onion juice in an ocean of water is somehow magically meant to cure cancer or whatever they say.
08:32My content was lame. It was like a . That's what happens when we get a robot or somebody else to do the content.
08:40The future in our world is founder led marketing. If you think that Virgin, it's a great company.
08:46Richard Branson, he's the he's the brand. He's the face. That's us.
08:50So eventually, after getting fed up with this, like, stuff not working and having to work so hard, I decided let's take back control. For me, I started with email and then to short form and then to long form, which we'll talk about all the how to's in a minute. And a really different sequence of events started.
09:02Um, instead of outsourcing my content, I decided to own it just as an experiment and see what happened. At first, was scared. Like, it was nice not having to do the stuff.
09:11I remember the first time I created a piece of content, and looked at I'm like, that's that's pretty good. I got, like, a taste.
09:17That was actually great. Have you done that where you're like, you create something and you're like, man, I'm smart. I had one of those.
09:22And then it didn't happen straight away, like the bankruptcy, but in reverse. People started to reply and go, hey. That was really good.
09:30So people started to tune in. And then we'd make an offer, and responses went up.
09:39And then instead of having to work four or five times harder, now we're selling four or five times more every single month without anyone tapping on the leads.
09:48Was like, here's the content, here's my point of view, and here's an invitation.
09:52And people just jump. So four to five times not this is four or five times work. This is four or five times results.
10:00And instead of , the content is like heroic. It's me in a video.
10:07That's what I want for you. I think the biggest danger is to go, well, I don't have anything to say, or I'm not good enough on camera.
10:13Their skills, to find something to say, we're gonna fix that today. And the the skills, that's just time. Can I show you how?
10:19Because I'd love to. So we're talking about being magnetic. Back to those two creators I asked you about at the start.
10:24There's something about them that makes them magnetic to you. I'm there's a bunch of people who don't love them because magnet's gotta attract and repel, but for you, they're kind of it's binding. If I break it down, it's probably they're saying something kind of interesting, and they're really good at delivering it.
10:37It's like, there's what you say, and there's how you say it. And we get obsessed with, like, looking right and sounding right and how we deliver stuff, how we come across on camera, what the lighting and the gear is. The secret to great communication, it's not body language tips or pause.
10:50Like, that's all nice. The hack is conviction. It's saying something you believe and have an opinion about.
10:57When you've got energy, like you I just felt it then in me. I don't know if you picked that up, but I got the, oh, Tucky gives a shit about this, and I he he wants to make sure it gets across. That's what's going on.
11:07So let's talk about AI. It's a great tool. There's kind of, broadly speaking, two can'ts.
11:14There's the AI is bad. Don't touch it. It's really useful, but just don't look, people.
11:20And there's the use AI for everything, people. And they're both kinda stupid. The people who use AI for everything is like, Write me a thought leadership piece about a topic I don't know anything about, and then post it.
11:33They're dumb because they get found out real quick because their stuff's shit. The people who don't use it all, they're just missing out on a great tool. Most of us work by ourselves.
11:39And I think if you treat AI like a team member, like a brainstorm partner and editing partner, like it's magic. Uh, a few years ago, a mate of mine, Matt, Matt Church, told me about the three stages for doing great work. Like, imagine imagine you're not you're not a coach, you're a brain surgeon.
11:53Well, the brain surgeon gets paid top dollar to do brain surgery. They don't prep the patient or get the OR ready, and they don't, like, stitch up afterwards and clean up and move them into after operation care, there's three phases.
12:08Right? So all of the work goes through these these three phases.
12:12There's the setup, which in surgery is, like, prep the patient and prep the OR, get the team briefed. In creating content, there's, like, figuring out what am I gonna say here.
12:22Then there's the makeup, which in surgery is doing the procedure, and in content is, like, shooting the video or writing the post. And then there's cleanup, which is in surgery, stitch the patient back up and wheel them into aftercare or notify, I'm really sorry.
12:35We did all we could. Only it's not that. And in content is like post the thing, maybe look at your stats and learn some lessons.
12:42I think AI is great for setup and cleanup, and my job is makeup. So I use it a ton at the start. Like, I've got this idea.
12:49Ask me a bunch of questions, and I get it to, like, you know, to challenge me or prompt me or help me, like, help me find a couple of different ways to say this.
12:58And then I just go. Now now I've got enough, I can go. It's an amazing editor, especially for someone who's, like, a little bit passionate and types full of weird typos.
13:08So I use it to brainstorm, and I use it to edit, and I don't never use it to think for me. I think if you do that, you're gonna be great. And the what you say takes care of the how you say it.
13:18Because if you have something you care about that you have an opinion about, it'll come across with conviction. So if you want people to pay attention and you want people to follow you, then we need something to say.
13:26And here's the biggest lesson. I got it from Kanye West, and I got it from Rick Rubin. So Kanye West was working with Rick Rubin on a new album, and they're sitting down in the studio listening to all the songs that might make it onto the album.
13:37And Rick Rubin looks at Kanye and just gives him the best piece of advice. He's like, listen. If any song sounds like it could be on anybody else's album, it doesn't belong in yours.
13:47So the big the big lesson, the third big idea here is say what only you can say. But, Taki, everybody else is talking about lead generation and doing all the same stuff as me. Yeah.
13:55Yeah. Yeah. Yeah.
13:56Yeah. Topics are fine, but there's two things nobody else can say because only you've done it. And AI can't say because it's a freaking robot, and it's not a human being with your lived experience.
14:06It's your point of view. This is the stuff that makes you you.
14:10We call it a POV, a point of view. If you share things from your world, stories.
14:20Right? Stuff you did. Uh, either stuff that's work related or, frankly, stuff from outside your world.
14:24Bring people into your world, and all of a sudden, because people don't buy coaching, they buy coaches, and they get to see into your world. Well, guess what? I know this guy.
14:29I like this guy. If you've seen somebody on on the Internet and you're like, I feel like I know them. I had a friend who met someone famous, who they just binge their stuff and like, hey.
14:37Great to see you. I love to think about that. They're like, who are you?
14:40It's like a what do call it? A para whatever it's called.
14:44Some kind of relationship where you feel like you know them and they don't know you back. That's what we create with this stuff. So let people into your world.
14:51And then from that, share your worldview.
14:58If you tell people stories from your real world living experience, a, you've got receipts. That's proof. You've got conviction.
15:04I just did this. Let me tell you about it. And your worldview, what you believe, what you notice, what you think, all of a sudden, you become super attractive, and you're the only one in a sea of, like, how to people teaching the three steps to this and the seven mistakes to that, which comes across kinda preachy.
15:18All of a sudden, you're a character worth following. So I wanna give you a second Kanye story. Kanye West is hanging out with Dave Chappelle, know the comedian?
15:26And they're backstage at the after the taping of the Chappelle show, like Dave Chappelle's comedy show, and they're about to look at some of the tapes as they're getting edited.
15:35So they're sitting down there, and and this is Chappelle tells the story. And Kanye's phone goes off, and he picks up the phone, and, obviously, Chappelle can only hear Kanye's side of the story. He's like, hello?
15:45No. I'm sorry. I can't.
15:47No. I'm at the taping the Chappelle show looking at episodes before they go live Because my life is dope, and I do dope shit and hangs up the phone.
15:56That's the whole secret to this. In that little story is our secret weapon in terms of standing out with content. It's do dope shit and tell people about it.
16:04And the dope shit you do could be business stuff and life stuff. It doesn't really matter. Marketing was really hard for me a couple of years ago because I wasn't doing anything cool.
16:13Not like flying on helicopters and stuff, but like I wasn't doing new stuff in my business, I didn't have anything to talk about. So my marketing was flat and stale. If you do do do cool things from your world and share what you learn from it, you become super, super irresistible.
16:25Alright. Let's make this super tactical. We've talked about world and worldview.
16:29Let's break this down. How do you actually share stuff from your world? Here's the thing.
16:32You don't have to live the most interesting life in the world. Everything's interesting if you scratch a tiny bit. So what I do every Friday, I sit down and I look through what happened last week.
16:39What's in my calendar? What's in my I take photos of everything, like, anything that's interesting. So I look in my photos.
16:44I search my DMs. I'm looking in my in my calendar, my community, content I'm creating, content I'm consuming.
16:49I was looking for stuff that stands out for me, I, like, just circle the top three, four, five things, that can be heaps to talk about. So that's your world. Remember?
16:57We want something that we have some energy about that we have an opinion on. Energy comes from finding interesting stuff.
17:03The opinion is your worldview. It's like, okay. About that, what do I believe?
17:08Because you just if you just share, like, here's what happened and the tactics, there's no soul to it. Tell us what you think, what you love, and what you hate.
17:18Every piece of content is designed to take someone from somewhere to somewhere else. There's an old dumb way, and there's a new better way. I hate this, and I love that.
17:26So anytime you create a piece of content, just think like, okay. What do I believe about this? If it's just like a statement of facts or some how to stuff, nobody cares about that stuff.
17:33You get ignored. Alright. Take a big breath in and out.
17:39Remember, we're here to talk about traffic and funnels is the old way, and it's kinda dumb and doesn't well, it didn't work for me. But magnetic and bingeable, that's the ticket this year and next.
17:50So while we've dived pretty deep into magnetic, I wanna get you bingeable. So one night, I'm in bed, up too late, scrolling Instagram Reels mindlessly like an idiot, And Thiago then decided to show me a vid by this Brazilian cat called Felipe, and he was doing stuff on Zoom that that I'd never seen.
18:09I'm, like, really good at Zoom and workshops and stuff, but he was doing, like, ninja tricks from the third dimension. I was like, this is cool.
18:16So I watched, like, you know, four or five or six of his reels. Like, what's that? Eight minutes?
18:21He's like, I wonder if this dude's on YouTube. So I jumped over to YouTube, I found him on YouTube, and all of a sudden, I'm in bed, I watched, like, two of his YouTube videos, like, twenty twenty minutes, thirty minutes. So I met this guy, like, forty five minutes ago.
18:31Next thing I know, I'm googling, I find the dude's phone number. And I text him in Portuguese because I've lived in Brazil for a year. He's he's Brazilian.
18:40I'm like, hey, man. Just found your stuff. It's amazing.
18:42How do I buy your thing? He goes, well, I'm running this master class. I'm like, I don't want the the free challenge.
18:47What are selling at the end of the challenge? He's like, oh, it's it'll be ready next month. I'm like, no.
18:51No. No. But this time, I was, like, hooked.
18:53I'm whatever he's got, I'm buying it even if it's not for sale. I've gone from I don't know who you are to that's interesting to, oh my god, to cyberstalking, I suppose you'd call it, and making a purchase. Have you ever done that?
19:03Maybe not as extreme, but, like, found somebody and then binged and then bought? Magnetic makes you worth watching.
19:10Bingeability is engineered because binges are buyers. I was chatting with one of our clients, Sharan, a little while ago.
19:16At the time, he was running a bunch of coaching and and education programs in the real estate space, and he talked to his head of marketing. He's like, hey.
19:23I want you to do an analysis of everyone who's bought in the last two years. Try to figure out what's the funnel that's working or the, you know, the ad set or the demographic or the lead magnet that's working best. We just, like, double down on what works and not waste time on the other stuff.
19:34So his data nerd's like, aye aye, sir. Goes off. It's going down into the to the lab.
19:38Comes back a week or two later. It's like, hey. I've done the I've crunched the numbers.
19:41I didn't find what we thought we'd find, but I found something super interesting. Sean's like, what'd you what'd you figure out? He goes, well, I got together everyone who bought in the last two years, and there was no match demographics.
19:52The funnels, there was nothing obvious there. There wasn't a specific ad or a particular magnet or a product even.
19:57They were all over the shop. It's like, well, this doesn't sound super helpful. What are learning?
20:00He goes, well, this is the interesting part. Every single person who bought in the last two years consumed at least forty seven minutes of your content.
20:10Shows like, that's interesting. I wonder if there's a correlation between how much content they consume and how, you know, how buy ish they are.
20:19That's I'm sure that's not what he said, buy ish. So they set up a split test, and it goes like this. They kept, uh, the same lead magnet, and when people opted in, they sent them down one of two parts, like an a b split test.
20:34Group A just went down the same path that they'd always done. You know, there was an email nurture series, and every now and again, there'd be a video or whatever, and da da da da. And group B, some of the people consumed the forty seven minutes of content over months, some over years, and some of them, like, in a day.
20:48It didn't matter how long they'd been on the list. Was just, how much stuff they consumed. So it's like, okay.
20:52What if we just get some of our best stuff and assemble it over, you know, over a month? So there was, like, some long form videos, some audio podcasts that's meant to be headphones, some written stuff, some, like, GIFs and memes, which probably don't take that much time to consume, it was entertaining, I suppose, uh, some short form content, some podcast interviews, a range.
21:10Like, they didn't think it through. Just like, let's get some of our best stuff and feed it to people over a month. At the end of thirty days, they do a debrief.
21:17What happened was a little bit mind blowing. Well, group a, the guys who went down the normal path, they just did the normal thing.
21:25Like, no change, obviously, because it's the same. But the group b guys, they bought two times more than the group a guys.
21:32And when they had sales calls, the conversion rate was 40% higher. And the only thing that was different was these guys were deliberately shared content, told them binge fast.
21:44So Sharon shared this story with me, and and we boiled it down like this.
21:52It wasn't the time on the list that mattered, because remember some had bought quick and some had bought slow. It wasn't the time on the list.
22:00It was the time on brand. I found this fascinating because I've never been really good at the get somebody in and get them to spend money straight away to pay back my acquisition cost.
22:11Like, I get people in and I just nurture them for a long time, and some people would buy straight away, but most people would take, like, weeks or months or or years. And it turns out that it wasn't the time on the list that mattered. Was just like it took that long for them to consume enough stuff.
22:23So we started doing the same. It's like, if it's just about time on brand, we can accelerate that and just give people more useful long form stuff quicker. We call this brand widths.
22:36It's a big idea.
22:40Brand width is just defined as the number of minutes that your prospect consumes, uh, because if they binge, they'll buy. So what I'd love to do is to help you do two things. Number one, build some brand width, and number two, build some bridges between your content and your offers.
22:55That's where the magic happens. So the main lesson from this Charan brand width conversation is the binges are buyers.
23:02And the second lesson is you often don't need to create as much content as you think you do. Most of us create too much, and we market it too little. We've all got, like, a a Google Drive, like, garage full of assets that we've already made that we're just not putting to use.
23:17So action point for you, look in that garage, your history of cool stuff you've made, and share it with your leads when they come in, and even share it with your, uh, your colder audience as a way for them to warm up too quickly and binge fast.
23:32I think we're often focused on creating content when we should be creating assets. So you might be asking, like, okay.
23:38Well, what's an asset, or what kinds of content assets do I need to create? We'll get there in just a sec. But first, I just wanna address the elephant in the room.
23:44You're probably watching this because there's a part of you who's like, My content's not that you know, not as good as it could be, and I'm not consistent enough. And that's because maybe it feels hard, and you're probably busy.
23:55But I just wanna let you know, this is the most important job in your entire business, bar none. I could prove it to you.
24:02Last month, I spent twelve hours creating content, some videos for YouTube, some short form reels, and some emails.
24:14Twelve hours. That twelve hours created, yeah, a bunch of sales.
24:18Some people in Black Belt, some people in Boardroom, few workshop tickets. It made us an extra $185,000 a month in monthly recurring revenue.
24:32Now that's a big number, and I'm not saying this will do that for you, I definitely don't wanna impress you. I just wanna get this idea through. Twelve hours made that much money every month.
24:41My hourly rate for producing content is a $185 last month per hour. Name one other job in your business that pays like that.
24:51Oh, wait. Because you can't because there isn't one. Like, this is your gig, dude.
24:55It's the one thing that nobody else in the planet can do. You can't hire somebody to be you on camera. Right?
25:02You just can't. Someone's gotta think it and someone's gotta say it, and it's us. So this is my invitation.
25:06I know you're busy with all this stuff. You can climb the replacement ladder and get someone with customer support or admin or even help you with coaching. This this is our job, earlier this year, rather.
25:18I was chatting with a husband wife couple in boardroom. They're Indian. They live in in New York State.
25:24And she's the face of the business, and he's like the ops that sometimes happens with with, you know, two person partnerships. One's more front stage, one's more backstage. And she was like, I just I've got this block about my content.
25:34I was, like, so busy doing all the other things. And and he said, well, you're away for that girls trip two for two weeks. You just got back.
25:40And while you're away, we didn't we didn't drop a ball. We didn't miss a beat. The thing's smooth.
25:45You don't have to do anything with this stuff. I've got it covered. And then he said, if you if you did nothing else in the business but, like, four hours a week, you created content, just four hours, our business would double this year.
25:58That's the only job you did. So that's the invitation I've got for you. If you do this and you do it well, you'll be magnetic and you'll be vengeable and clients just fall in your lap.
26:07You don't have to sell anymore. You just being a magnet. Some people will hate it.
26:12The right people will love it, and they'll come for you. Cool? So with that out of the way, do your job.
26:19Let's talk about how. I don't want you to be wincing like, oh, now I've got another job. I was already busy, like, looking after my clients and making sales.
26:26I get it. Here's the good news. It's your job, but you don't have to make anything new.
26:32Remember before we talked about creating assets? Most people create too much and market too little. The content you're already making for your clients, that's where the stuff comes from.
26:40So I think about it like this. You've got, uh, delivery content, stuff you do with your clients. You've got conversion content, like stuff that you use to make sales, and you've got, like, marketing content.
26:51We call it attract content, stuff that we do to get leads. I used to feel, like, super schizophrenic and spread really thin, trying to create this and this and this, and then one day I realized, hey. My clients love the stuff I give them, and I want my marketing and my sales to attract more people just like these guys.
27:06So if these guys loved it, what if I just broke off bits? Like, you know, you got a a , you break off a few few pieces, and I share that with the market, and they froth.
27:18And I didn't have to make anything new. So sometimes that's like invite people to a workshop I'm running with my clients. Often, it's like, taught this to my clients.
27:24Let me reteach it in a cut down, easy, you know, simplified version for prospects. The content isn't hard when you realize that the product is your marketing.
27:36Let me show you the menu that we pull from when we're designing marketing systems like this for our clients. I'm gonna give you the the you know, most of the menu. You don't have to do all of it.
27:44In fact, I recommend you don't. I just want you to quickly understand it. There'll be a worksheet below you can download, figure out, oh, hell no.
27:49I'm not doing that one. Or, oh, yeah. I'm already kinda doing that one.
27:53And then what's next? We do that. We're gonna be golden.
27:55Given everything we've talked about, what does your marketing actually look like, like, to day, week to week, month to month? Most coaches don't have a good picture of what it looks like when it's finished, and so they're just, like, picking up random jigsaw puzzle pieces and going, do I need one of those? How does that fit?
28:09It's, like, it's messy. Sometimes what you just need is, like, a picture of the back of the box. You can go, oh, that's what it looks like when it's done.
28:14That's what this is right here. We call it the system. It's a simple one page map.
28:18I want you to treat it like a menu. You don't have to eat everything on the menu. We just pick the ones that feel good for you right now.
28:23Let me give it a tiny bit of context. As we move left to right, we go from cold, skeptical leads that don't know you, they don't trust you, to kinda warmer, more curious prospects right through to hot primed buyers.
28:44Today, because we've been talking about brand width, we're gonna talk about this bit.
28:51Again, there's a worksheet below. You can do this, and then in the next video, we'll talk here, and we'll complete the puzzle on the video after that.
28:59So I like to think about marketing as a as a rhythm. Uh, when you've got a cadence, it's I know what to do. And so this is like daily, we do this.
29:07Weekly, we do this. And monthly, we run one of those.
29:11Daily, our whole lead generation system starts with short form content. And short form could be text or video.
29:21Uh, it could be your pictures like a carousel. But, like, short form content is it's great. I love it daily because then we can do the iterations that allow us to, like, learn our market, find our voice, learn marketing, and it's the easiest way to get eyeballs all of the prospects you want are on one of the social channels, whether it's LinkedIn or it's Instagram or it's Facebook or it's TikTok or it's wherever or it's x.
29:40They're out there somewhere, so we just gotta pick the right platform, choose the right format for us, and we share daily, and we iterate. That's good for getting attention. Well, how do we get leads?
29:47How do we get them out of social and into pipeline? Well, every week, we share a micro magnet.
29:57Uh, a micro magnet. What's that? You've probably heard of a lead magnet?
30:00It's like a piece of bait that we dangle to get somebody to raise their hand and give us an email address or or messages or whatever. It's that. But instead of trying to teach your prospect stuff, what we do is we just identify a tiny splinter of a problem.
30:12You know, like, I've got, oh, man. I stepped on the splinter. I got this thing.
30:14Instead of, if you've a splinter, you don't want, like, the seven reasons why you've a splinter right now and 38 splinter removal techniques. It's just like, somebody, can you just pull this out, please? And so think about these as very low very low information and then get a quick result, a little bit of relief in a minute or two or maybe three at the most.
30:30Nobody's on social media to to, like, learn stuff. We're all chasing a dopamine hit. So it's like, hey.
30:34If you've got this problem, we can pull that splinter out. And in return for that, you get contact details and permission to stay in touch. So we run one of those a week.
30:42You don't need 52. You'll probably end up with, you know, first one, and then three, and maybe five, and just put them on rotation.
30:48That's heaps. And once a month, we run a workshop.
30:54Just a chance for you to get invite the people in your world to spend more time on brand with you. This is kind of the lead generation part of brand width, which brings us here.
31:05We've got this little bit. We call this the nurture cycle.
31:09So when it comes to the nurture cycle, there's really four things on the menu. You can do any of any of them, none of them, some of them, all of them, up to you. First up is chat.
31:18All we're really talking about with the nurture cycle is just what do we do to warm people up from cooler to warmer so they're primed and ready to buy. So DM conversations are a great great way to build relationships.
31:29Next, long form content. YouTube, particularly, uh, is just the best way I know by far to take people deep and give them a chance to binge because it's built for, a, discoverability, people can find you, and b, for bingeability.
31:42It's awesome. Email. I froth on email.
31:47You don't have to. I don't mind. Email is just a great way.
31:49It's an earned asset. It's owned, and now I can talk to people whenever I want to. And then finally, a VSL, video sales letter, is just a place for people to, like, and go from cold to, like, ready to buy in just a few minutes.
32:01It's like does the best job of telling my story and what I want people to know before they decide, do I wanna look at this guy or not? All of this piece here, this, like, bit I've highlighted in black, this is what we call brand widths.
32:17And here's the thing. Here's the thing about this thing like a funnel.
32:23You know, lots of people come in the top, then they go to number two, and then down here, and there's a very linear path, which is great for the couple of times where that happens. But every extra step in your funnel is a chance for people to not do what you want them to do.
32:36And the truth is most people don't. This is how marketers would love it to do, love it to be.
32:42Like, if every prospect could be mind controlled, watch this, then read this, believe this, now buy this. Mind controlled bad dudes would make us do that. There's no mind control.
32:51People have free agency, and it's not how the world actually works. It's much less like a funnel and much more like a web.
32:59So people come in and they get you know, they find you on short form video. Maybe they watch some YouTubes. Maybe they attend a workshop.
33:05It's a web. People are gonna bounce around and and this whole system gets leads in and warms them up because you're magnetic and bingeable.
33:12And when they're ready, they know to call. So like I said, there's a worksheet below which has the menu.
33:17Just pick the ones that feel like you, and most importantly, just pick the one that's next for you. Listen. This has been super, super fun.
33:23If I could summarize everything we've covered today, I'd say this. The old way is built on being one funnel away and then spending a ton of energy, time, and attention on traffic.
33:32And the new way is the people who win are people who are magnetic and bingeable. If you do that, you're gonna crush.
33:39I'll see in the next video where we talk about how to go sales less and sign clients the easy way.
The Hook
The bait, then the rug-pull.
Taki Moore opens with a wry tour of how crowded the coaching market has become, then flips the frame: crowding isn't the problem, it's the opportunity, because the game has quietly changed from traffic and funnels to being magnetic and bingeable.
Named ideas worth stealing.
03:53model
Biz vs. Artist
- Biz — commercial production, wants volume/consistency
- Artist — creative expression, wants meaning
Every creator has a business side that wants a volume of content that produces leads/clients, and an artist side driven by creative expression. Leaning only on one side produces either a mindless-machine cog or a starving artist; combining both is what produces standout content.
Steal fordiagnosing why a creator's content feels either soulless (too much Biz) or unprofitable (too much Artist)
06:25concept
Prolific + Dangerous
Prolific means consistent volume of content (can't be matched). Dangerous means speaking with real energy and opinion about things you actually care about (can't be copied). Combining both makes a creator un-beatable, not in a competitive sense but as someone worth following.
Steal fora filter for whether a piece of content is worth publishing — does it have volume-value or opinion-value?
16:09model
Setup / Makeup / Cleanup
- Setup — brainstorming, figuring out what to say
- Makeup — the actual creation (shooting/writing)
- Cleanup — editing, posting, reviewing stats
Borrowed from a friend (Matt Church) via a brain-surgery analogy: surgeons don't prep the patient or clean up afterward, they do the procedure. AI belongs in setup and cleanup; the human must own makeup — the actual thinking and creating.
Steal fordeciding exactly where in a content workflow AI tools should and shouldn't be used
17:21concept
World & Worldview
- World — what happened to you (stories, receipts, proof)
- Worldview — what you believe about what happened (opinion, energy)
Sharing only facts or how-to steps produces content with no soul that gets ignored. Combining a real story from your world with your worldview (what you believe/notice/think about it) is what makes content magnetic.
Steal forstructuring any piece of content as story + opinion instead of a bare tactic list
26:36concept
Brand Width
Defined as the total number of minutes a prospect has consumed of your content. Derived from a client's real-estate coaching business data: no funnel, lead magnet, or demographic correlated with who bought over two years — the only shared trait was 47+ minutes of content consumed. A split test then showed that deliberately feeding new leads a curated binge of content (rather than a slow drip) doubled purchase rate and lifted sales-call conversion 40%. Conclusion: it's time on brand, not time on the list, that predicts a buyer.
Steal fordesigning a nurture sequence around front-loaded binge-worthy content instead of a slow drip
32:15model
The System
- Daily — short-form content (text, video, carousel)
- Weekly — micro magnet (a tiny, specific problem solved fast)
- Monthly — workshop
- Nurture cycle — Chat (DMs), Long-form content (YouTube), Email, VSL
A one-page map of a full marketing cadence, moving prospects left to right from cold/skeptical to hot/primed. Explicitly framed as a menu to pick from, not a checklist to complete in full, and as a web (non-linear) rather than a strict funnel, because prospects have free agency and bounce between channels.
Steal forauditing which of the four nurture-cycle channels (chat/long-form/email/VSL) a coaching business is missing
How they asked for the click.
VERBAL ASK
32:50link
“Download The System”
Soft, single verbal CTA delivered once near the end, reinforced heavily in the video description with a repeated bit.ly link; no on-screen graphic or lower-third caught in sampled frames — the ask rides entirely on the worksheet framing ("treat it like a menu, don't eat everything") rather than urgency or scarcity.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
Visual structure at a glance.
