Start a 1-Person Business Using Claude (6 Hour Course)
A six-hour free course that spends two hours on mindset before it touches Claude, then builds a YouTube service business from offer to first client.
Posted
6 days ago
Duration
Format
Tutorial
educational
Views
8.9K
136 likes
57 · 43
Big Idea
The argument in one line.
A one-person business is a loop of inputs, processes and outputs, and because Claude now runs the process layer for $100 a month, selling YouTube services to creators who already pay $3,000 for them is the most accessible arbitrage a beginner has.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You are stuck in a job or a degree, have a laptop and time, and want a concrete first business rather than another list of AI ideas.
You already pay for Claude and use it for chat but have never let Claude Code touch your files, Chrome, Stripe or email.
You want to sell thumbnails, editing, titles or clipping to YouTubers and need to know what to charge and how to get the first yes with zero proof.
You run a small channel yourself and want the positioning, outlier and title-testing fundamentals a $7,000 YouTube mastermind teaches.
You have sent cold emails before, got silence, and never changed a single variable between campaigns.
SKIP IF…
You want a code-level Claude Code tutorial; the setup section is twenty minutes of plans, connectors, skills and routines, not terminal work.
You are already running an agency with clients and a sales process; the first two hours are pep talk for people who have not started.
You dislike profanity and long unscripted tangents; the host jokes, eats, goes to the gym and comes back across three recording days.
TL;DR
The full version, fast.
The course argues that a one-person business is a system of inputs, processes, outputs and feedback, and that Claude Code now runs the process layer so cheaply that a beginner can sell YouTube services to creators for half of what they currently pay and still keep a 15x margin. The first two hours cover focus, environment and asymmetric returns, with one published video outperforming forty cold calls because it keeps working. The middle builds the offer: who, problem, outcome, proof, price; the three things a stranger buys; a 300-email funnel tested one variable at a time; and six pricing rungs earned by proof. The final phase teaches positioning, outliers, pattern banks and a big-easy-new-safe title test. Start by listing fifty channels, doing free work first, and taking a small setup fee on a paid pilot.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Sam Altman and New York Times clips on the one-person billion-dollar company, then the host's income verification and a whiteboard map of the four phases: start here, the offer, deliver, get clients.
04:31 – 22:24
02 · Phase one: mindset and focus
Why the mindset section is the part people skip and the part that decides everything. A priority means nothing comes prior. Beginners are at a deficit in money, contacts and experience, so attention is the only lever.
22:24 – 37:30
03 · Environment: people, space, information
Environment is the people you live with, the physical room you work in, and what you consume. Parasocial relationships with working operators as a substitute for a founder community. Live alone or with non-intrusive people.
37:30 – 49:11
04 · The system: input, process, output, feedback
Every business is a loop. Inputs are time and attention, the process is what Claude runs, the output is the only thing anyone pays for, and feedback is data most people ignore. Three people with the same 24 hours and different units of focus.
49:11 – 1:16:38
05 · Asymmetric returns
One hour of work: 20 doors, 40 dials, 60 DMs, 300 cold emails, or one YouTube video that keeps playing for years. Why content is the outreach method that leaves an asset behind, plus the host's first video filmed on a stool and a stack of books.
1:16:38 – 1:44:20
06 · Understanding opportunities and the arbitrage
A real freelancer charging $3,000 a month for four videos of thumbnails, titles and intros. The old way cost $300 per video in editors and designers; the new way is a $100 to $200 Claude plan. Charge half of what they pay now and keep a 15x margin.
1:44:20 – 2:03:37
07 · Why 2026, the excitement curve and the dip
Motivation is finite and decays if not acted on. The pandemic window that forced the host to start. Act while the emotion is present, expect the dip, redirect anger inward instead of at gurus.
2:03:37 – 2:14:21
08 · Why YouTube services and what YouTubers pay for
Info businesses have high margins and reinvest in content services. YouTube viewers are the highest-intent audience. Raw editing, thumbnails, ideas and titles are learnable processes; strategy is the top of the pay scale.
2:14:21 – 2:40:02
09 · Setting up Claude Code
Pro then Max, desktop app plus terminal, give it Chrome and file access, turn off auto-usage and cap spend. Skills as text playbooks, connectors and MCPs for Stripe, Gmail, Calendar and a whiteboard, routines, and a $5 Hostinger VPS so agents run 24/7.
2:40:02 – 3:02:17
10 · Phase two: the offer and the price
One sentence a stranger understands plus a number you say without flinching. Who, problem, outcome, proof, price. Total addressable market and the narrowing rings. The webinar pitch that showed the math before asking for $4,000.
3:02:17 – 3:15:36
11 · The three things a stranger buys
New money, de-risked, done for you. Amazon reviews and returns as the model for removing risk. First video on me, pay when it is published and you are happy. Miss all three and the number is zero.
3:15:36 – 3:33:24
12 · 300 emails, six replies, one sale
The offer's job is the call, not the close. Reverse-engineered funnel: 300 sends, six replies, two calls, one sale. Split test one variable at a time: offer, subject line, body, call to action. Pitch money, not views, and never a made-up number.
3:33:24 – 4:22:26
13 · Pricing: rungs, guarantees, and saying the number
Say the thing, do not name the thing. Guarantee outputs if you cannot guarantee outcomes. Easy mode clients are high-margin coaches and agencies. Six pricing rungs from performance-only to quarterly plus bonuses. Three ways to sell with no proof, what to say with no clients, and three prices you can say on Monday.
4:22:26 – 4:50:16
14 · Phase three: how YouTube works, positioning
Seven years and about $12,000 of YouTube coaching distilled. Positioning before everything: pick your ring, problem-aware versus solution-aware viewers, the umbrella statement, credibility that matches the ring. Tony Robbins, Hormozi and the host as three rings on the same problem.
4:50:16 – 5:33:58
15 · Ideas, titles, outliers, thumbnails
Ideas come from outliers, not hunches. Borrow the packaging, change the content, and pull from adjacent niches. The pattern bank, title structures, five-word thumbnails, the big-easy-new-safe test, and batch split testing three titles by three thumbnails.
5:33:58 – 5:59:46
16 · Recap and the gaps: hooks, delivery, first client, weekly rhythm
Hook types and the promise-proof-payoff structure. Batch production. Reselling white-label software. Fifty channels, free work first, soft ask, paid pilot. Deliver first, one piece of content, five conversations, read the numbers. Final AI Partners pitch.
Atomic Insights
Lines worth screenshotting.
One hour of work is twenty knocked doors, forty cold calls, sixty DMs, three hundred emails, or one YouTube video that keeps playing for years.
Ninety days of cold calling leaves nothing behind; ninety days of content leaves twelve assets the algorithm distributes for free.
A real freelancer bills $3,000 a month for four videos of titles, thumbnails and intros, work that compresses to roughly one day once the process is learned.
The old way cost $300 per video in editors and thumbnail designers; the new way is a $100 to $200 Claude subscription, and the gap widens with volume.
Charge a creator half of what they pay today and you still keep a 15x margin on a $100 tool.
Every tool you add before your first client is a tool you are hiding behind.
Reading a book is not an output, and a day without an output is a day the business did not move.
A stranger buys three things in order: new money, removed risk, and work done for them, and missing any one makes the number zero, not lower.
300 cold emails produce six replies, two calls and one sale, and the only way to move those numbers is to change one variable per campaign.
Pitch clients or revenue, never views, and never a specific dollar figure, because the owner knows their own math and reads the guess as a bluff.
If you cannot guarantee the outcome, guarantee the output; twenty videos this month is a promise you control.
Price follows proof, not confidence, and it climbs six rungs from performance-only to quarterly plus bonuses.
Always take a small setup fee, because the business owner who refuses to pay anything up front is the one who will not be a good client.
Month one holds nearly all of the work and month three holds nearly all of the profit, so bill in 90-day blocks.
Positioning comes before titles and thumbnails; a perfect package on a channel aimed at two avatars still fails.
Ideas come from outliers, not hunches: take a video that beat its channel's average by two times, borrow the packaging, and change the content.
Pull outliers from adjacent niches so your audience has not already seen the video you are repackaging.
One thumbnail a week is 52 lessons a year on what an audience wants; three a week is 156.
Turn the thing you do for clients into the thing that gets you clients by publishing the result.
Takeaway
Sell the process layer AI just made cheap.
SERVICE BUSINESS BLUEPRINT
A one-person business is a loop of inputs, processes and outputs, and when Claude runs the process the profitable move is selling YouTube services to creators who already pay for them.
02Phase one: mindset and focus
A priority means nothing comes before it, so a business treated as one of five side projects is a hobby by definition.
Beginners compete against people with more money, contacts and time, so redirected attention is the only lever they actually control.
Nobody forces the decision; cut the parties, dating apps and three-nights-a-week sport before blaming circumstances for slow progress.
03Environment: people, space, information
Environment is people, physical space and the information you consume, and all three are adjustable rather than fixed.
Consuming content from working operators is a legitimate substitute for a founder community when you live nowhere near one.
Living with non-intrusive, professional people matters more than living with founders; the requirement is absence of negativity, not presence of ambition.
04The system: input, process, output, feedback
Every business is input, process, output and feedback; the process is the layer AI now runs, and the output is the only part anyone pays for.
Reading, planning and setup are inputs, so a day with no output is a day the business did not move.
Feedback is data, and most people fail by repeating the same outreach without changing a single variable after silence.
Ten hours at two units of focus produce twenty units of work; at nine units they produce ninety, so habits and setup decide output more than hours.
05Asymmetric returns
One hour yields twenty knocked doors, forty dials, sixty DMs, three hundred emails, or one video that keeps playing for years.
Cold calling leaves nothing behind after ninety days; twelve published videos are assets the algorithm keeps distributing for free.
Public content returns click and watch-time data that a phone call never can, so the improvement loop runs faster.
Video shows a buyer who they would be working with, so a bad filming setup is a reason to improve the setup, not a reason to wait.
06Understanding opportunities and the arbitrage
Everyone knows AI can make a thumbnail; the paid skill is making one that fits a brand, gets clicks and repeats fast.
A working freelancer bills $3,000 a month for four videos of titles, thumbnails and intros, work that compresses to about a day once the process is learned.
The old way cost $300 per video in editing and thumbnails; the new way is a $100 to $200 Claude subscription, and the gap widens with volume.
Charge half of what they pay today, keep a 15x margin, and the client still trades a monthly hiring problem for one decision.
07Why 2026, the excitement curve and the dip
Motivation is finite and decays, so the reason to start this year is that the drive you have now will not survive months of inaction.
Act while the emotion is present, because tomorrow the course is not in your ear and the dip is where roughly 95 percent quit.
Anger at gurus, platforms or luck is wasted energy; the same emotion pointed inward is fuel for the reps.
08Why YouTube services and what YouTubers pay for
Info businesses have high margins and reinvest profit into content services, which makes their owners the easiest buyers for a beginner.
YouTube viewers are the highest-intent audience on any platform because they arrive to learn, so channels convert into $2,000 to $50,000 offers.
Strategy sits at the top of the pay scale; editing, thumbnails and titles are learnable processes that get you in the door first.
09Setting up Claude Code
A paid Claude plan is the whole starter stack; it replaces the $600 to $1,500 a month in software a service business used to carry.
Skills are plain text playbooks: write one for thumbnails or websites once and Claude reuses it without being reminded.
Connectors and MCPs let Claude run Stripe, Gmail, Calendar and Chrome, so payment links and campaign setup happen inside one chat.
Routines plus a $5 VPS keep agents working while the laptop is closed; turn off auto-usage and cap monthly spend before anything else.
10Phase two: the offer and the price
An offer is one sentence a stranger understands plus a number you say without flinching.
Pick a channel type narrow enough to have a specific problem but with a market large enough to test 300 emails at a time.
Structure every offer as who, problem, outcome, proof and price, and phrase the outcome as money or clients, never as content.
Show the math in the pitch, the way the webinar seller did: their views, expected attendance, expected sales, then your fee.
11The three things a stranger buys
A stranger weighs three things in order: new money, removed risk, and work done for them.
The first video on you, paid only when it is published and they are happy, is the easiest yes a beginner can offer.
Asking $2,000 up front with no track record fails because trust in the market has already been burned by bad agencies.
The offer's job is to book the conversation, not to close; some clients pay thousands over DMs without ever taking a call.
12300 emails, six replies, one sale
300 emails, six replies, two calls, one sale is a reverse-engineered funnel you improve one variable at a time.
Test the offer first, then subject line, then body, then the call to action; never change two variables in one campaign.
Income is the only metric; a higher reply rate from people who cannot afford you is a worse result, not a better one.
Pitch clients or revenue, never views, and never a made-up number, because owners know their own math and spot the bluff.
13Pricing: rungs, guarantees, and saying the number
Say the outcome, not the job title: videos turned around in 24 hours twice a week, not video editor.
If you cannot guarantee the outcome, guarantee the output; twenty videos this month is a promise you control.
Target high-margin coaches, consultants and agencies; a business on a 2 percent margin cannot pay you enough to matter.
Price climbs six rungs from performance-only to quarterly plus bonuses, and each rung is earned by proof, not confidence.
Always take a small setup fee; free work attracts owners with no money and removes the psychological commitment of paying.
When asked whether you have done this before, answer not yet, you would be the first, which is exactly why you do not pay until it lands.
14Phase three: how YouTube works, positioning
Positioning comes before titles and thumbnails; a perfect thumbnail on a channel aimed at two different avatars still fails.
Every channel needs an umbrella statement, I help X get Y, that every video and every email sits under.
Credibility must match the ring: seven figures online qualifies you to teach beginners, not owners of $100 million businesses.
A specialist can outwork a generalist like Tony Robbins on one problem because the generalist never goes deep on it.
15Ideas, titles, outliers, thumbnails
Ideas come from outliers, not hunches: find videos that beat a channel's average by two times or more and repackage them.
Borrow the packaging and change the content, and borrow from adjacent niches so your audience has not already seen it.
Keep a pattern bank of winning titles, power words, structures and thumbnail styles so you never start from a blank page.
A title works when the result feels big, easy, new and safe; thumbnails carry five words maximum and complement the title instead of repeating it.
Write three or four titles with three thumbnails each and let YouTube's split test pick; three tests a week is 156 lessons a year.
16Recap and the gaps: hooks, delivery, first client, weekly rhythm
Every hook is a strong statement, a question or a statistic, followed by a promise, proof and a fast payoff.
Batch ideation, scripting, filming and editing separately because each needs a different state of mind.
Get client one by listing fifty channels, filtering for money, doing free work first, then a soft ask and a small paid pilot.
Weekly rhythm: deliver first, publish one piece of your own content, have five real conversations, then read the numbers.
Drop bad clients, raise prices as proof grows, and never let quality dip to chase volume.
Glossary
Terms worth knowing.
Asymmetric return
A result that vastly outweighs the effort or resources put in, such as one recorded video reaching thousands of people for years versus one hour of door knocking reaching twenty.
Total addressable market (TAM)
The total number of people or businesses you could sell a specific offer to. Narrowing a niche raises the price you can charge but shrinks this pool, so it has to stay large enough to test outreach at scale.
Arbitrage
Profiting from the gap between two prices for the same result, here the difference between what a creator pays a human editor and what the same work costs when an AI tool does the process.
Outlier
A video that greatly outperforms the average view count on its own channel, typically two times or more. It signals an idea and packaging the audience has already proven they want.
Adjacent niche
A topic area similar to but not the same as yours, such as video-editing channels next to AI-service channels, where you can borrow proven video packaging that your own audience has not seen yet.
Pattern bank
A running document of titles that worked, repeated power words, title structures, thumbnail text and thumbnail styles, kept so no video starts from a blank page.
Power word
A word that repeats across a channel's best-performing titles because it signals exactly who the video is for, such as 'copywriting' or 'free'.
Umbrella statement
A one-line positioning sentence in the form 'I help X get Y' that every video, email and offer on a channel must fit under.
Problem-aware vs solution-aware
Two kinds of viewer: one knows something is wrong but not what to do about it, the other already knows the category of solution and is comparing specific approaches. Content has to be aimed at one or the other.
Skill (Claude Code)
A plain text document of instructions that Claude Code stores and applies automatically whenever a matching task comes up, such as how to make a thumbnail in a particular brand style.
MCP / connector
A short setup that hands Claude the credentials for another service, such as Stripe, Gmail or a whiteboard app, so Claude can operate that service on your behalf from one chat.
Routine
A scheduled task Claude runs on its own, for example reviewing yesterday's chats every morning to catch unfinished work and inefficiencies.
VPS
A virtual private server, a rented computer in a data centre that stays on with a permanent internet connection, used here so automations keep running when the laptop is closed.
Performance-only deal
A pricing arrangement where the provider is paid only when a defined result lands, such as per published video, used to remove risk for a client when the provider has no track record.
Retainer
A fixed monthly or quarterly fee paid in advance for ongoing service, with or without a refund guarantee attached to a promised result.
Case study vs testimonial
A testimonial is someone saying you are good to work with. A case study is the attributable result of a specific input, such as five thumbnails lifting click-through rate by a stated amount.
White-label software
A tool built by one company that another business can brand and resell as its own, which lets a service provider add a sticky monthly software fee on top of the service.
Split test
Running two or more versions of one element, such as a subject line or a thumbnail, against the same audience and keeping the version that performs better.
Resources
Things they pointed at.
01:50linkBusiness Insider article verifying the host's freelance income
“A priority is literally that. A priority is nothing else comes prior. You cannot have multiple priorities.”
self-contained definition with a punch→ TikTok hook↗ Tweet quote
28:20
“If you don't have an output, you don't have a business.”
nine words, no setup needed→ IG reel cold open↗ Tweet quote
31:20
“The whole process of building a business is essentially just testing things until you find what works. It's impersonal. It does not relate to you as a person.”
reframes failure as data in one breath→ newsletter pull-quote↗ Tweet quote
59:00
“One YouTube video requires no future work from you. It's hosted on youtube.com. Their algorithm is doing the work for you. It's out there doing essentially the cold calls and knocking doors.”
the asymmetric-returns thesis in plain words→ IG reel cold open↗ Tweet quote
1:26:40
“Three or four hours of work for $3,000. That is not an exaggeration. Minimum of three months. So $9,000 for what could essentially be boiled into one day's work.”
specific numbers, real example, jaw-drop→ TikTok hook↗ Tweet quote
1:38:40
“The product never changed, but they've reduced the process. The process layer, this is where you are, this is where the moolah is being made.”
Amazon analogy lands the arbitrage idea→ newsletter pull-quote↗ Tweet quote
2:21:40
“Every tool you add before your first client is a tool you're hiding behind.”
one line, contrarian for the AI-tools crowd→ TikTok hook↗ Tweet quote
2:43:00
“Your offer should be one sentence a stranger understands, and then a number you say without flinching.”
a complete offer rule in one sentence→ IG reel cold open↗ Tweet quote
2:44:20
“Reading a book is not an output. If you haven't done an output today but you've read a book, you should not be happy.”
attacks the productive-procrastination habit directly→ TikTok hook↗ Tweet quote
3:31:40
“Don't pitch them more views. No one gives a shit. Pitch them more money. Is a business owner going to pay you in views?”
“Not yet. You'd be the first. This is exactly why you don't pay until it lands.”
a ready-made script line for the hardest objection→ TikTok hook↗ Tweet quote
4:28:40
“If you will not say the numbers out loud, they will do the sum themselves, pessimistically, and they will say no.”
explains 'I have to think about it' in one line→ newsletter pull-quote↗ Tweet quote
5:16:00
“Adjust an outlier, don't invent a title.”
six-word rule for ideation→ IG reel cold open↗ Tweet quote
5:30:30
“One thumbnail a week means you only get 52 lessons a year on what your audience wants. Three a week triples your output.”
reframes testing volume as learning speed→ TikTok hook↗ Tweet quote
5:52:30
“Turn the thing you do for clients into the thing that actually gets clients.”
content-as-proof in one sentence→ newsletter pull-quote↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphoranalogystory
If I were 22 right now and graduating college, I would feel like the luckiest kid in all of history. Why?
We all knew it would happen. One person creating a $1 billion company. Today, the New York Times reported that it actually happened.
I think it is possible now to start a company that is a one -person company that will go on to be worth more than a billion dollars. Wake up. AI is here.
If you're not paying attention to this, then you will be left behind. AI will never be worse than it is right now. And if you assume any rate of improvement over any reasonable time period, learning how to use AI should become your number one priority, your number two priority, number three priority, and your number 10 priority.
You have access to tools that can let you do what used to take teams of hundreds. just have to learn how to use these tools and come up with a great idea. I know you've probably heard this before, but the barrier to online business has fallen harder than a fat woman at a slip and slide.
The ability to develop software and automations and all of these tools with AI has massively reduced in difficulty. And yes, I'm sure you've heard all the little 20 year old Lambo boys telling you that AI is easy and all the work is done for you. Well, that's partly true.
But what the little gurus leave out is that there is a lot of work to be done. And that's why I want to show you in this video a honest view of. Basically what you have to do to build a business and get it to a one man profitable operation.
So I'm going to lay it out straight here. This course is not for people who want to have a magic pill for making money. This is for people who are serious about committing to an online business.
Maybe you're stuck in a corporate job you don't want to do. Maybe you're in university, you're in school, whatever it is you're doing and you want to get out of it. As someone who's built multiple businesses by the age of 27 and probably made well over a million dollars online at this point.
In fact, there is some verification on screen to prove such a thing. I can tell you that starting early is the absolute best advice I would give anyone if you're starting a business. Stop waiting around.
Nothing's going to happen unless you do something. The earlier you get into business, even with AI, the better your chances of growing it quickly are. In my view the reason is because you're younger and your brain is more malleable, it can be changed and by the time you're 25, 30, 35 you will now have the skills and abilities to basically run any business because you've understood how to do it.
So a very quick introduction to me, my name is Matthew and I've built businesses online the old -fashioned way, so I mean before AI. Primarily, I've made my money through content and service businesses. So that means going out and actually delivering work to clients or making content and servicing clients on a sort of mass scale.
And so in this course, I'm going to show you exactly what I've done in the last seven years. I'm not going to teach you something I've never done. I'm going to show you how to operate the business as a one man entity without the requirement of having a big team, because that's stressful.
And when you're managing other people, you're not learning about the intricacies of how to run a business. because you're spending your time arguing with Kevin, the sales guy. So I'm about to dive deep into a big table of contents here, but I'm going to throw stuff in throughout this course that I just think is worth putting in, even if it's not in the table of contents.
stuff related to how I manage my time, what I focus on, how I kind of leverage things in terms of making sure that I'm actually working on the correct parts of the business and not just pursuing business opportunities that have no scale. And to be honest, I wrote a scripted intro for this course and then I've decided to throw it in the bin because I just want to say what I actually want to make for you.
This is a course I've wanted to make for about six months and I'm really excited to get down and literally just record the whole thing. So with that said, I hope you enjoy the course.
There's going to be assets down below for all of these stuff that I teach you throughout this course and my other YouTube content. Make sure to subscribe and like, and hopefully you're not a fat woman at a slip and slide because that one's probably not going to bode you well to my personality. Bode you well?
What am I talking about? All right, let's get into the course. All right, we are in the table of contents.
Now, the first thing I want to do, let me switch back to full screen for a second. I forgot to turn this light on. I went and built this entire set because I was like, all right, I need to have a nice set for YouTube.
And I sat without the light on for the first two minutes. So let's get into this. Anyway, so to start, we're going to go through the course layout, right?
So that's literally where we are right now. I don't know why I wrote that down, to be honest. Second, we're going to talk.
This is the part where people skip. And this is literally the most important part of the course, all right? And some of you are going to look at this and roll your eyes because you think you know what you're doing.
And if you do... then go ahead and make the money. It's easy.
This is kind of the mindset section, right? I promise you, this is literally more important than any AI skill you'll ever learn. Because if you don't know how to operate a business, if I gave, you know, okay, let's say any football fans out there, let's say I gave you the manager position at Manchester City.
You know, we fire Pep Guardiola and put you in. you have learned all the tactics of how to manage the team and like where players should go but you haven't understood the mindset so instead of getting up for work every day you just sit at home and goon or you just sit at home and you don't do any work because you don't really you're not really showing up you don't have the mindset of a winner of someone who can actually show up consistently and understand how to Manage yourself as a person and operate yourself as a person as a professional So that you can actually show up and do your job every day at a high standard Because most people can learn all of these little technical things I've seen people who are really good at like running ads or running a youtube channel or something, but they don't have the basically the athlete's mindset when it comes to running a business where they have to actually look at themselves as part of the business.
So you have to look at your health, your wellbeing, your like, how do you optimize your mind? How do you get good sleep and understand that like succeeding in business is a long -term game. It's not about like sprinting for three months and then, you know, making, making all the money and then life's over.
Cause I've certainly done that before. I've made like good money in a short period and then thought, well, this is it. You know what I mean?
I'm a successful business owner now. It's not the case. Expenses, the rent comes in every month forever.
So you always got to be working. So you always got to understand how to operate things. So what I'm going to focus on specifically, let's stop yapping.
What was I talking about? Pep Guardiola or some shit there. So focus asymmetric returns and understanding opportunities.
So you can see that this is the part that AI didn't write. So I got like, I wrote all of this, but then I got AI to put it in a fancy thing. And then I decided to change this from mindset to some of the actual things I want to cover.
So focus is obviously the most important one, like understanding what you're focusing on. And this is sort of what I mean, like this is upper titties, opportune net. Bro, I think that's it.
I've been writing for the last hour. So I actually, this is not looking good for the course. That's not how it's spelled.
Anyway, anyway, bro, someone comment, someone tell me how to spell opportunities. Anyway, as I was saying, asymmetric returns. So what is an asymmetric return?
This is a return where the yield or the return to you vastly outweighs the effort you put in. or the resources you put in. So for example, an asymmetric return.
I'm going to get into this in a minute, but an asymmetric return, a quick comparison is you could go out knocking on doors to sell your product, or you can make a YouTube video. How many YouTube videos can you make in one hour? Probably one, and it might reach a thousand people.
Whereas how many doors can you knock on? Maybe 50. That's only 50 people.
Whereas the YouTube video could go to a thousand or 10 million. Obviously, you're not going to get 10 million views, but you can drastically see that the number is much higher whenever you use a different method of outreach than, you know, knocking people's doors. So asymmetric returns are absolutely crucial if you're getting into business because you need to understand what are the businesses I should be getting into.
There are some things that I don't recommend you do. I've never done them. I don't want to do them.
Things like cold calling people or like cold emailing is not as bad, but cold calling, et cetera, and knocking people's doors for some businesses can be very time consuming. For some businesses it works, for some it doesn't. But in general, I want to just talk about asymmetric returns and how I've used them in business to see, you know, much better results.
They basically allowed me to scale businesses to, you know, past six, seven figures or whatever, six, seven. This video is just an absolute riot. If you haven't liked the video by this point or subscribed, like, what are you doing, bro?
Why 2026 is the year? So I want to talk about why this year. I know that every year people are like, oh yeah, this is the year, you know, get into it now.
But then, you know, you see the technological advancements and how much easier everything is. And then you understand why, yeah, cooler shit just keeps coming out. And 2026 to me is the year.
Oh, just absolutely. zoomed out of where we were. Then we got the excitement curve.
So this is basically just a little mindset lesson on, you know, don't get too excited and then go off and not do anything. So you've got this course, you've got me in your corner here to keep you busy. Then we have why YouTube services.
So this is going to be the service I specifically talk about. So in this course, I want to tell you basically, let me just go back here, how to build an online, a one person business with Claude, a YouTube service business. So It is, in my experience, from the knowledge I can give you, a huge opportunity is in servicing YouTube channels and businesses that have YouTube channels.
That didn't come out very smoothly. But what I mean is, I've seen in the last couple of years, I've lived in Dubai and I've met a lot of YouTube business owners and I've talked to them online every single day. And I see so much opportunity because YouTubers make a lot of money.
due to asymmetric returns. And what I mean there is, again, they make a video, it might get 200 ,000 views. They might be able to sell a product without having to do anything else.
One video is out there, you know, going out for a cocktail. The views are still coming in because they have asymmetric returns. And so because of that, there's a lot of profit in these businesses and the profit can be reinvested in people like you who offer services.
So you could offer services, which I will go into, like thumbnail design, video editing, all of these things, and you don't even have to be a video editor anymore. You can just have AI do it and speak to it in natural language. So that's what I'm going to talk about in that section.
This is going to be a long ass course, I realize that, and it's currently... 7 .39 a .m. because I'm up grinding and Hopefully I'll get this finished today.
So what youtubers pay for I'm gonna just go into the details I'm not gonna give everyone a deep dive here because it's just you know, that's what the course is for We have the skill myth. I'm gonna cover that setting up your tools. This is basic shit to be honest a lot of the technical stuff I'm gonna tell you what to do, but I don't think I'm gonna tutorial you through how to download clod or how to download chat ubt to your computer because if you can't understand how to download an application to your computer you're not going to succeed in business i'll just be honest like if you can't go to a website click the button says download and then have it on your computer without someone telling you what to do how are you going to operate a business all right i know i'm being a bit rough here but I've seen people ask me, yo, you didn't show how to do that.
And if it's Thompson technical, fair enough, but most technical stuff. Now I want you to get used to using Claude. I don't want you asking people, you know, you know, how do I send a cold email campaign when it's just like, ask Claude, it will tell you, it will even do it for you.
And I'll show you how that works. I'll show you the stuff that's really important at the top. I'll show you how to prompt Claude and speak to Claude code in a way that.
Like basically use the tools that will do everything else for you. So it's essentially like I'm showing you how to hire this little AI tool and then it will do the rest. You don't need to learn the technicalities.
And this is why online business has gotten a lot easier. Because back in my day, like five or six years ago, you had to learn how to send cold email campaigns. You had to learn what DKIM, SPF.
I'm pretty sure that's the acronym. Again, very early, a lot of writing. You had to learn all of these like acronyms and then you had to learn all these technicalities and find out which the best software was and what you should use here, what you should use there.
Whereas now, like Claude will just tell you what to do and you can just say, use your best judgment, bruh, and it will go and do it for you. So then we have finding the pain. Sounds like a little novel I've written.
Finding the pain, my pain. This is just about how to basically create the offer. So this is how to...
like sell something people actually want to buy because most people who start a business sell stuff that no one gives a shit about so i'm going to show you how to do that then the three levels of delivery uh which is going to be yeah the three i'll just cover that when i get to it the offer and price very very simple straightforward then we're going to get into product or service delivery so if we're talking about youtube specifically i will probably go on and add different sections here that aren't currently here i just put this together so there's an actual base sort of layout for what you're going to learn here but ideas and titles thumbnails scripts hooks intros all this shit can be done it's a lot easier now all you have to do is learn the actual skills behind what makes stuff look good on youtube and other services And then AI can carry out the technical stuff and you can quality control that bitch.
All right. Then we have strategy and setup. So this is for YouTube channels.
This is what really will get you paid. We'll get into this in the offer section. Stuff that's more important and more difficult is going to get you paid more, obviously.
Then we have production management. I just show you everything I do to make these goddamn videos look so good. Then we have software and reselling software.
I've built software for myself that I've been using for the last year and tweaking and improving. And I'm going to show you how to basically use them and then sell them to other people because other people will buy them. Like I use them every day.
If I wasn't able to use it and someone came to me and showed me exactly what it did two years ago when you couldn't make your own stuff, I would have bought it because it drastically. improves my work life and it saves me a lot of time then getting clients your first client so how to get your first client outreach content closing and calls very simple um then we have running running the business what to do now okay so let's get into this shit hopefully enjoyed this little section i'll be honest i am enjoying just hopping on here and talking shit a lot of people who don't enjoy this kind of personality.
And this is not a persona. This is just me enjoying my time here on YouTube. Obviously, day to day, I'm not going to be like, you know, making jokes and, you know, going crazy.
But I enjoy coming on here and talking to you guys in just a natural language rather than reading from a script and being like, oh, this AI tool is so sick. So, yeah, let's just get into the course. No more waffling.
You can put this course on in the background if you're playing like GTA 6 or something. I don't know. If that's actually what you're doing right now, just comment that because that would be hilarious.
I know it's not out yet at the time of recording. But if that happens to be what you do or you're doing something else, you're walking the dog, you're making a nice bowl of... pasta with spinach and chicken, you know, hopefully I'm making your day going a little bit easier.
Hopefully this video makes you buy YouTube premium because YouTube is going to put a lot of ads in this video without me even trying to. And yeah, I'm just going to stop rambling because this is turning into a goddamn podcast. Okay, so let's talk about focus.
This is probably the main factor that takes out most people when it comes to online business. And you'll see it in yourself whenever you see Maybe you've tried a business before and then you get distracted by another business that might work or something gets difficult and you just pursue anything else to avoid doing the hard work.
Or maybe you get into a diet plan or a fitness routine or anything. And you will understand if you've ever achieved anything or really pushed yourself to your limits, really, whether that's in anything, sport, academic or whatever, you know that you have to focus. You have to turn everything else off.
A priority is literally that. A priority is nothing else comes prior. This is the first thing.
You cannot have multiple priorities. So as a good example, in terms of how you should operate your life, a lot of people who want to kind of build a bit of wealth or start a business will say, oh, yeah, I want to be able to do that. But I also want to be able to have work life balance and, you know, kind of like start a family or.
really compete in a sport or I want to go drinking with my friends at the weekend and those things do not correlate with driving a successful business. Now I'm not going to go into all the bullshit caveats like obviously you can have a family while running a business etc etc. What I mean is in your specific situation where you want to start a one -man business chances are you haven't started a business before so you are at a deficit in terms of experience contacts money maybe even time if you work a job etc you are at real deficits when you're competing in the online business game because you're going to be competing with other people who have more money than you more time than you literally more contacts everything you're going to be competing against people who have way more resources.
So you need to start allocating as much of your resources as you possibly can towards succeeding in online business. And that means taking as much time as you can to focus on it or like focusing your attention on it. So if you're, let's say you're a single guy, you're young and you're sitting on like dating apps or you're going out partying at the weekend, you're not going to be able to focus on your business because all you're thinking about is someone who's texting you or who you might see at the weekend.
and the same goes for like if you're into sport okay you'll probably have you know little escapes from work where you're into football and stuff like that but if you're making a point to like go out to football games two or three nights a week and play that and like spending all your time training for that like traveling commuting to it and maybe you go out drinking after blah blah blah all the usual stuff that comes with a sport and a social sort of exercise if those things can deteriorate your ability to work more then they have to go if you want to succeed if you're a complete beginner that's just the facts like if you want to have a well -balanced fun life where you play sport that is fine you will not build wealth and i'm just i'm not telling you that to be a dick i'm just saying because like I meet so many people and they try and juggle it with like five other things and they try and juggle, like make it a side hustle.
And it's like, you can't do a side hustle, but you kind of have to know what you're doing for it to actually make you money because otherwise you're never going to be able to scale it. I don't really see the point of a side hustle. I'm like, if I want to make money, I want to focus on one thing, all my efforts that can scale up to a point where it'll make a lot of money.
I would rather have one thing making me, you know, 500K a year than. couple of little things and I maybe make like 60k a year because I've got this going this going this going and my main job and like these feel like little easy wins like little selling shit on depop or selling shit like on ebay or something like that because you make a little bit of extra money but you could honestly focus everything and like this is this requires the ability to take risks so if you're not comfortable with that you're going to have to become comfortable because that is how business works you're taking risks you're betting your entire life essentially on the fact that this business will work And so that really requires, you know, some courage from you and you have it in you.
Like I've met people who, when I started making videos like seven years ago, I'm not going to go into a tangent about myself, but I get a lot of people who text me because I was putting out content and being where I'm from in Ireland, nobody really makes content about this stuff. A lot of people were like, I'm in a job or I'm doing this or that.
And they were like terrified of taking the risk. And I might only exchange like one or two texts. And I was like, bro, you can do this shit.
Like it's. If I can do it, anybody can. I'm not like Superman or anything.
And then you see them six months later and they have a thriving business or they're doing something that they really wanted to do. And it's because we all have the ability to deploy focus on things that are important to us. At the moment, you're deploying the focus you have on probably other stuff that doesn't really yield you any massive results in life.
And to not give you the real harsh, like work harder, et cetera, kind of advice. You just need to understand the very clear thing. No one is going to force you to do anything.
No one's going to force you to build a business or have a well -balanced life. You have to make that decision yourself and it's fully within your control. If it's not fully within your control, you have parents, you have anything else.
You need to control as much as what you can, because if you take the approach that other people are to blame for things in your life that are going wrong and you can't do this and you can't do that, you need to look at how you're spending your own time and attention and remove anything that doesn't contribute to succeeding.
And it's going to be difficult. I'm not going to tell you this, that, oh, yeah, like you can you can build a business in 20 minutes a day and you're guaranteed to make 100k a month because that's genuinely what I see people talk about online. It's total bullshit.
That's why I made this course to be like. I would say a fair few people are going to click off throughout this course because they don't want the reality of what's required to start a business or to actually build it. Now, that's not me saying it's going to be really difficult.
That's me just saying you just have to follow these steps and you just have to say no to the other bullshit that you don't want to do. And it's actually pretty simple. Like when you devote yourself and you sit yourself down in a room with a laptop, you take everything else out.
Life gets pretty boring. And then you decide, oh shit, I actually want to get into this. Like I have nothing else to do.
So I'm going to focus on this business, which I find more enjoyable. And that's essentially what I did. Whenever the pandemic started like seven years ago, I had been drinking at university and going out all the time.
And then I realized. oh shit like as soon as I got home I was like I need to take six months here to really just dedicate my entire life to trying to start my first business and if I don't do that I'm not going to have rent for the next year because otherwise I'm going to have to get a job and I've already worked jobs and stuff like that it wasn't working for me like I I just knew I was like I'm not going to make any significant money working at Tesco or doing any of these shitty jobs that I was working at the time so I said like while I have a couple of months free I was able to live with my parents so no rent I was like, okay, I need to double down and go in on this shit, right?
So if you're in a position where you can allocate your time and you can cut things out of your life that aren't relevant, like don't cut things out that are really important. Like connection with people is important. But if all your connection with people is drinking or going out partying, then you need to find new people.
And that's going to be hard. I'm not going to bullshit you or dress this up. It's going to be difficult, but that's what you need to do.
It's just what you need to do. If you don't want to do that, if you say, no, well, I just like this, that's fine. You ain't going to build a business.
All right. You got to understand that. But you can do this.
There are literally people from every walk of life who start from difficult positions, probably more difficult than you and some that are in easier positions. But they're able to start a business because a business is literally just numbers on a screen. It's just shit that you have to do in order, like bullshit.
You have to type things you have to say. Things you have to click around and move things. That is what an online business is.
You don't have to go out and like build a house. You literally sit behind a screen and type shit and think about stuff and then work and talk. So this shit is possible.
You just have to be committed to it. And that's the pep talk I'm going to give you. So let's just go into a little bit more of a diagram I put together.
So we have, this is a little system, right? Everything in life. is made up of systems and I'm going to show you a very important one today.
So in any system we have an input right we have a process then we have an output and then we have some feedback from what we got out which goes back into the input. We also have an environment which is kind of what I touched on in the what I just talked about there where if you're going out drinking you're spending time with other people who want to drink alcohol or want to take other things and those people are not going to be talking about like serious shit, let's be honest.
Like I'm sure you'll have heard people talk about, oh, I'm going to start this business or maybe that's even been you at one point where I'm going to do this business and my life's going to change, et cetera, et cetera. And then they never actually do anything. So if you're spending time around other people who are drinking and don't care about this, which is starting a business, which is really important to you, then you need to change that part of your environment.
An environment is made up of people It's made up of physical location. It's made up of information you consume and things you're exposed to visually and audibly on a daily basis.
So one thing I did was when I was starting, like I didn't have an entrepreneur community I could go to. I lived in the middle of nowhere in Ireland. And so what I did was I just consumed content from entrepreneurs all the time.
You probably already do this if you have an interest. And over time, I was able to. You know, essentially make these weird parasocial relationships with business people that I would see online.
And this was my way of changing my environment from going out drinking all the time with boys who want to talk about football and bullshit and just wasting time to people who were talking about business and stuff that I was interested in. Like, no matter what it is you're interested in, you might not be into. You know, I don't listen to Tony Robbins or any of these people.
And there's loads of people that you might listen to that I wouldn't listen to. That doesn't matter as long as it's positive and it's actually practical. It's not bullshit that relies on stuff that's outside of your control.
If you're able to get up every single day and just do the shit you need to do, and you can listen to other people who are actively doing stuff, it's very useful to basically... be in a room or at least observe from a distance other people who are actively building businesses because it will give you the push that you need to realize like this guy is no different to me and he is doing this shit and the only thing stopping me is myself and it's not other people stopping me.
So that's pretty important. That's something I would definitely highlight. So I've actually put a couple of little things down here.
Let's just zoom into these. All right. So what is this input?
So this is what you put in. Time, attention, money, skill. Most people start here and stop here.
Input on its own is just effort, right? So if you don't actually have processes, etc. So let's think of an input, right?
Well, actually, we'll do an example after this. I'll just go through this first. Process is the repeatable way you turn an input into something else, a system.
So this is the part that you can typically hand the clod whenever you're running an AI service business. So let's say a process is making a YouTube thumbnail. The input is the images, the text prompt, whatever you write into the thing to be like, I want this type of thumbnail, the colors, the framing, the positioning, anything like that.
That's the input. The process is when Claude takes that and turns it into a new thumbnail. And the output is the new thumbnail.
So this is the thing you can actually see and pay for. This might be a video, an offer, a delivered service. If you don't have an output, you don't have a business.
And this is the part that like most people just never do. They never actually get outputs on a daily basis or the outputs that they do get are of low leverage and don't actually serve them in any way. So another example of that, again, I think I said this earlier in the video, is people do like a lot of people do cold calls, knocking doors and shit.
And I commend them because it's not an easy thing to do. But I don't think it's a very high leverage thing you can do. I would much prefer to send, if I have to do anything cold, like reaching out to people, I would rather do emails, campaigns, things where I can do it once and it sends out a ton of them.
rather than I have to sit on the phone for 30 minutes calling people who don't want to talk to me I would rather send out a thousand emails which are going to be of less sort of quality than like a phone call obviously or if you go to someone in person there's obviously a little standard difference every time you go up there but I would rather the the the returns on my time are much greater when I produce a cold email campaign so cold emails that go to a thousand people that might take me the same amount of time as calling 10 people, 10 people who don't want to talk to me anyway.
If you look at the percentages of what's actually achievable, you know what I mean? Like only 1 % of people or whatever the stat might be, depends on what you're selling. 1 % of people might like reply to you or want to buy something from you.
So I would rather that 1 % of people takes me one hour to achieve than like an entire week. You know what I mean? Like you don't build any skills.
The only skill you build is like, Cold calling people, which is certainly a skill in itself, but I don't think it's a very high leverage one. In the time that you are cold calling people for seven days in a row, let's say, you could have sent out a cold email campaign, followed up with a follow -up campaign.
Anyone that did reply, you could get them on a phone call. Then you have high intent people on the phone with you who you can actually talk to instead of like calling a thousand people just to get them on the phone. because like it's like if you compare the numbers honestly the most important thing is time like cold calling is incredibly inefficient for your time if you can get someone else to do it for you great i don't know who's going to do that for you companies do that all the time like real estate companies you know i see people all the time getting like real estate jobs and their job is basically just cold pitching people and that company has pulled the wool over their eyes because they're basically like yo if you're gonna like work for us you got to do this maybe they get a benefit out of it to be honest i don't know so maybe i'm talking out of my ass there but you need to do things that are high level we'll talk more about sort of asymmetric returns which is exactly what i'm talking about here in a minute but let's keep let's keep going here so we have feedback so this is what the output tells you so seals views or silence
And you take this feedback. Again, most people do not do this. They do the same thing over and over again.
They do not analyze what they did poorly. They don't analyze what people who are better than them are doing. And this is why most people never succeed because they might blast the load of outreach, right?
You might actually put yourself through the difficult part and do something commendable like reach out to a thousand people. But then you'll get demotivated because you don't actually take the feedback and change what you're doing. So you'll send a thousand emails out, like five people reply, you try and close them, it doesn't work.
And then you're like, that didn't work. And then most people just either quit there or do the exact same thing over and over again. And they don't change anything.
Or they change things that are unimportant. The whole process of building a business is essentially just testing things until you find what works. And that's it.
Like it's impersonal. It does not relate to you as a person.
So inputs and processes and outputs, like the business world doesn't care who you are or the good things about you or the bad things about you. I hate to say this, but like the business world does not care about your personal life. And you have to tone that out whenever you get into business.
This is an operation designed to make money. That is what you have to look at the business as. You can obviously have your own motivations.
You can have a business mission. You can want to reach out to certain people or build a community, etc, etc. But at the absolute core of it, it is a.
business. It's an operation. If you don't look at it like that, if you look at it in this sort of bullshit, highfalutin way that I see a lot of people, I mean, a lot of people promote this because it's what people buy.
People buy this lifestyle business or do this or do that. And then like, they don't focus on the shit that's important. You know what I mean?
They just focus on like, how do I get what I want? Not how does this business, how do I give the business what it needs to make money? And then I take the money out of the business.
That's what you should be thinking about. Feedback. Okay, so that's done Then we have environment which I've talked about so the conditions are in the loop the market the platform the timing you cannot control it You can okay.
So this is a eyes sort of like part of this side. I just asked for these right? Hey eyes written some of this bullshit.
You can absolutely control it. So I'm just gonna Remove that shit. You can control your environment, right?
Example again Let me just pull this out So how can you control your environment? Well, I've covered a few things.
Primarily, most importantly, is living space. Do you have a place to live that is quiet, that has Wi -Fi, that is preferably in a safe area? Some people obviously don't have that luxury and I feel sorry it's difficult.
But if you can basically control all the other elements. and get yourself in a house or a space where you can work efficiently and you're not like it's very important to keep an eye on these things I swear it is so important a lot of people will live in a good house but they'll live with bad people and I don't mean bad like morally bad I just mean people who are like not conducive to helping them achieve the goal now this again It's hard to say things on YouTube because everything's taken so generally, right?
But like having people around you that are good does not always mean you need to be around business owners. It certainly would help if they're business owners and if they're good at operating a business and they're aligned on the same goals as you and their focus, et cetera. But like it can be as simple as just living with someone who's non -intrusive.
who doesn't bother you when you're working, who doesn't speak negatively about the things that you're trying to do or you or anything like that, who doesn't bring over stupid people who are drinking and partying. These things are really important. You have to be around other people who are at the very least just professional.
So they're working a professional job. They aren't bitching all the time. You're not around negative energy.
You just got to control this. My solution, like... primarily has just been to live on my own and have friends outside of my home who I do want to connect with who are interested in business or maybe they're just my normal friends and they're just they're just doing positive things doesn't have to be a business friend as long as they're as long as you're not hanging around with toxic dickheads in short you're going to be okay so your environment people is a very very important section of the environment Because if you're around negative people, you're going to behave negatively.
You're going to listen to bullshit. You're going to believe that things aren't your fault and you can't control things when in fact you can control things. People are one part.
Second part, obviously, physical space. Now, I've just started renting a new house. I previously had a different place that wasn't very spacious.
But now the amount of work I get done. I get a lot more done. Like the reason I'm able to shoot this video is I have a much bigger room to set up my office in so I can set everything up exactly as I need to to make filming content as easy as possible.
Because filming content is an input in the business that I'm running right now, which is making YouTube content and driving my other businesses. Like, let's say, let's say it's even just sponsors or if I make products like software, et cetera. The input here, the thing that drives everything is content.
Making sure that my face is showing up on your YouTube channel, your YouTube page every single day. And I'm making content that's useful to you and that in some way promotes a product or something that I sell. That's how I'm able to make money from this business.
So that's very, very simple. So if that's the input, we need to look at the environment around it. Is the environment conducive to me making content?
If I was living with a load of people who drink all the time, which I used to do in university, etc. I'm not going to make much content. Anytime that I haven't made content, I'm living in an environment that is not conducive to content.
So it's very simple. Like you don't have to overcomplicate this. You don't have to move to Bali.
You don't have to move to Dubai. There's no one place that's going to solve everything. You just need to have your own space and a very clear focus on what it is you want to achieve.
So you have to have a business goal. If like whatever my goals for YouTube are, I know that in order to reach them, it is a simple mathematical equation. Just like going to the gym.
If I want to lose 10 kilos of fat, I have to look at what burns calories to a point where I will burn enough calories every week that in a 90 day period or a year, I will burn that amount of calories, turning it into fat or getting rid of the fat and being more muscular, whatever I want to do. If I'm not showing up every day and putting in those small reps, I can't lose 10 kilos of fat in a single day.
I can't just suddenly become chiseled by taking a pill. You have to focus on the inputs. How do you do the inputs?
How do you make that the inputs are the easiest possible thing? Anything else you're doing is a distraction until that point. If you're not getting up and making your inputs, like getting your inputs in, it doesn't matter what you, like all the other shit is just talk.
We've all, I've done it before. It's all talk. I'm going to start this.
I'm going to do this. I'm going to do that. And then I'm not taking the actions I need to, to make sure that I can make the content, which is the input in this business.
Then we have the process, which is actually just making the content. And again, for this particular setup, I've ensured that I have everything I need. I'm going to actually include a video later in this course where I show you my exact content setup for maximum efficiency.
So I realized if I sit down to record a video, I need to spend as little time as possible getting content out. So that means I need to have a video editor. or an AI editing the video.
I need to have the filming setup completely ready to film at all times so I can always just sit down and record. And any other part of that process, making thumbnails, et cetera, that needs to be automated as much as possible. Everything else needs to be handled.
And even the decision -making processes within that need to be handled. So I don't want to have to make a decision on... Where am I going to set my light today?
Or where am I going to do this today? Because that requires energy and attention that I want to use on strategic and more difficult parts of the business. So I should be able to preserve as much of my attention, my decision -making power, all of that stuff for the important stuff.
The unimportant stuff, this is just as important, having a good setup, but it should be a one -time decision. It should not be a decision I make every single day. Simple example as well is eating food.
We eat food every single day, twice a day, three times a day. And if you have to decide every single day what you're eating, if you don't prep food ahead of time and have a clear schedule for the week of what you're eating, you're deciding that you would rather spend your time deciding every single day what you want to eat.
And that small decision goes against the decision to grow a successful business. Because you're saying... I prefer the ability to decide on the day what I want to eat over the ability to make better decisions because I'm taking the energy I would from making this small decision and many other small decisions.
And I'm applying it to them instead of applying it to the business, which is the primary thing I want to focus on. So it's really important process, getting the process automated as much as possible, reducing the bullshit and getting input to output as fast as possible is what matters. OK, let's go back here.
Then we have output. This is the result of what you do. If I make this piece of content, it gets 1 ,000 views or it gets 10 ,000 views.
Both sides, I've learned something. First side is, well, if it gets 1 ,000 views, nobody gives a shit about it. If it gets 10 ,000 views, more people give a shit about it.
Why didn't it get 100 ,000 views? What do I need to do differently? And that's exactly where I'm going to feedback.
So the views are the feedback. The output is the video. Input.
me sitting down and filming and producing all this shit like diagrams etc that is the input the process is the actual process of me filming it so the input is a video and the ipod again is it's just a finished video the input is essentially just the idea or whatever right then the feedback is like what people are saying about the video how many views it gets etc etc did it generate sales and the environment is where i'm filming it who i'm talking to on a daily basis if i'm talking to a bunch of You know People who make shit content I'm going to probably produce shit content as well if I talk to people who are good at this I Will also produce good stuff.
It's fairly simple Feedback we need to take the feedback from the video and apply it to the next input Why did people not click this video? There is a low click -through rate That means either the idea was shit or the thumbnail was shit or the title was shit people didn't care enough Nothing else matters You know what I mean?
Like you got to look at what are the things that are showing up on someone's page, for example, on YouTube. The reason I'm talking so much about YouTube is obviously because I'm going to teach you how to build a YouTube service business. But you can apply this to anything, right?
It's not just about YouTube. Literally any business on planet Earth, you can apply this to. You set up a little shop stall, right?
Why are people not buying my lemonade? Well, maybe you've got a dirty lemonade bottle. Maybe it looks like you've pissed in the bottle.
That's probably why people aren't going to buy it. Or maybe your sign looks shitty. Or maybe you're not smiling at people when they walk past.
All of these little things. You need to look at yourself objectively and remove emotion. So many people are like, they can't remove their own ego from the business process.
They have to be right all the time. And they have to be the person who's doing everything the best. And they have to look like the man.
When in fact, they're not providing people with what they actually need. And that's simply why they're not making money. if they want to make more money they need to understand they're not doing enough to improve the product or improve whatever they're selling so that's this section we're still on focus here so we've got to scroll down i built another one now this is more focused on your time delete this right this is i actually seen this in youtube i thought this was a good example so i'm going to repeat it here because it's valuable all right so Everybody on planet Earth has the same time alive because the day is the same for everyone.
It's 24 hours. So let's say we have three people, person one, two and three. We all have 10 hours each.
OK, 10 hours each of waking time as an example of waking time where we can do anything we want. Let's say we all want to. build a business the exact same business keep all the variables the same here right the only variable we're going to change is this which is the unit of focus so let's say personal one is partying all the time they don't show up to work on time they don't have a good computer setup because they're being lazy and they don't want to they don't want to like they don't want to do anything in their control to make their working life better they spend their time on bullshit they're going to have a low unit of focus right so their ability to actually focus and do things is quite shit because their mind is full of shit because they're hanging around with the wrong people they're eating bad food they're not working in a they have maybe they have a really messy desktop etc like everything's all over the place there's shit everywhere all of these little things that contribute to your focus
they're going to have a shitter version of focus than someone who has this shit in order. So if this person has 10 hours, and if we imagine hypothetically that their focus is at a two, so they can get two hours of quality work done in the 10 hours, right? Which in most people's case, they don't even get any hours of quality work done.
They just do an hour, an hour. I'm from Ireland. I say things in a weird way.
They spend most of their time doing bullshit tasks. They don't even do the important thing. So if it's making content, they will spend, you know, four hours on like the thumbnail or they'll spend loads of time on their YouTube banner or this or that.
All this bullshit tasks that don't actually, they don't actually produce outputs, which are finished videos that serve people and drive sales to the business. They focus on shit that does not create an output. So this is why their units of focus is two.
So the unit of productivity. what they actually get done is 20. So let's say in this unit of focus, they have two hours and every hour they're able to make a video.
In 10 hours, they might be able to produce like 20 videos, right? It's obviously a bad example because that would be a fantastic output in 10 hours. But then we will look at these results, we'll see a better version.
Let's say this is instead emails, all right, or reach outs or anything like that, anything to acquire a customer. then let's say a person two has some of his shit in order he has a better workstation he's in a good place maybe the people he hangs around with are still dickheads and they distract him and they take him out in the night out and sometimes he gets drunk he doesn't drink as much as person one the degenerate let's just call this person dj right because that's what they're doing then we call this average joe right this is the average joe he's got double the units of focus he's going to get double the units of productivity if he is able to produce more work because he's a slightly better setup he will reach he will achieve higher levels of output then we look at person three i think it's pretty simple which is you know i don't know just call him chad all right he has nine units of focus in the 10 hours so of the 10 hours he's working nine of them are really high quality and
voila he has 90 units of productivity he gets 90 videos done in the time this guy does 20 or emails or whatever and so that's a very simple example of if you can control your ability to focus this hat looks stupid you can get more shit done it's very simple concept but like sometimes it requires looking at something in a stupidly simple way to understand it and drill it into your head because a lot of a lot of the most important things In terms of like.
Getting good at something. Are really the fundamentals. The fundamentals are always going to be there.
I train Brazilian Jiu Jitsu. The fundamentals are always there. You know what I mean.
All little fancy techniques you see on YouTube. All that bullshit. That is not the important stuff.
If you're doing the fundamentals every single day. Of anything you try. You will beat most people.
Because you're good at the most important shit. It's just honest. Like if you're playing football.
and you're running every day you're practicing your dribbling your passing etc you're going to be better than the guy who doesn't practice that shit but instead tries to do like skill moves that's why you see like these freestyle footballers who you know this is this is gonna be pretty harsh but like probably couldn't make it as footballers but they can make it as a freestyler or maybe they didn't give a fuck right fair enough but they're focusing on the skills instead of being the best footballer yeah you might get some you know instagram followers for doing a fancy kick but you'd probably rather be cristiano ronaldo because he's actually good at the game so that's just probably a shit example but it makes sense right so that's pretty much it that's the focus section let's move on to the next section no more yapping from me Okay so let's get into asymmetric returns.
This is obviously a very important lesson and I'm not going to yap here I'm just going to get straight into it. So in this example we're going to talk about asymmetric returns in relation to basically what we care about is how do we do the littlest amount of work and get the highest output. Because that might sound lazy and it is but it's lazy in a focused way.
It's a smart way to be lazy essentially. A lot of people think there is nobility in the fact that they have worked X amount of time. I am, obviously I've said this, I'll say this until the day I die.
I'm Irish and where I live, you may hear this where you live. A lot of people, you'll hear people being like, I travel five hours every single day to get to work. And I'm not afraid to say it.
Like I'll go two hours up the motorway. I'll drive two hours home. I don't get home till 7pm.
And they say this as though it's a flex to be like, I spend half my waking time commuting in a car, providing no value to anyone else, not being able to progress anything in my life other than just sleep or sit in a car. Now, this is not to shit on these people. It's just like when people people brag about or, you know, more more sort of.
relevant to what we're talking about you'll hear people talking about how much they cold call or how much they work or how much they do anything it's like i work 12 hours a day man it's like yeah but like there are people that don't like don't work 12 hours a day and they make more money than you so what's the flex there like it's not to it's not to shit on anybody that's working lots of time again like i said at the beginning of this course you're going to have to work more to make up for the deficits you have to other people who have money time etc etc But you have to look at the resources you have.
But it doesn't make sense to, you can work 12 hours a day. That's a good thing to do if you have the ability to do so and you want to succeed. Work as much as humanly possible, but just don't work on the wrong things.
Work on things that are actually going to provide you value and have asymmetric returns as much as possible. So let's get into it, right?
This is the whole reason some businesses feel easy and other feels like a fight, right? You can make the same money, you know, with an online business as you could with selling shit door to door or having a stand, an ice cream shop or something like that. You can make more money with an online business with a lot less stress.
And that's probably why you're even in this situation of wanting to start this. And it makes sense. So again, I know this shit's simple, but like.
it needs to be said because people don't actually the reason it needs to be said is most people don't apply it and i want to make sure you apply it so one hour of work let's say we have a youtube agency and how many people see it so if we knock doors let's say we go around like this obviously isn't going to happen with the youtube agency because you're not going to knock doors the youtubers don't live in compounds or like estates but let's say for any agency or any business you knock 20 doors 20 people, most people probably won't be in.
And in this obviously example, most people don't even have a channel. Most people aren't YouTubers. The niche that you're actually wanting to work with, you're basically going to a general audience.
Like again, I could get real deep on this, but like if you go to a localized place to try and sell something, the average person is not going to be interested in what you're selling. So you'd be much more suited to going to a community of YouTubers in some school group or some bullshit like that than going to just a random test pool of people.
It's the same with like, I have a friend at the minute who's going through the dating apps and he finds much more success, surprise, surprise, in a big city where people are traveling and people are pursuing their goals or whatever, because people who are living in the countryside typically. A country so boring that they get in relationships and they stay in them.
So there's a lower pull of people for them. And so this obviously applies to business in many ways. Like you got to go where the people are that you need to sell to.
Now we look at cold calls, right? Seems to be the hot topic at the minute on YouTube. 40 dials, maybe eight people pick up and one might hear you out.
So most people don't even answer. And of the people who do answer. Most don't give a shit, but this takes you loads of time.
And it's not enjoyable. You get rejected multiple times. That's not going to build confidence, right?
None of these things, these things will all be difficult. Most people won't reply to you. You'll get shit all back.
But like constant rejection, I don't know, some people talk shit online about how this is useful. I don't personally think constant rejection and very, very low returns is useful. for you as someone who wants to build confidence in building a business.
You need to get some confidence boosts, you know what I mean? And so the only way to do that is to do more activities that are more sort of like more congruent in terms of giving you, that's my word of the day, congruent, more sort of, how do I explain this? Shit that'll give you more confidence.
There are things you can do with your time that will create outputs. And with those iPods, you'll get more responses. Whether that's making TikTok videos or YouTube videos, you'll get some bullshit as well.
But you'll get more positive than you will if all you do is cold call people, for example. Because, I mean, 90 % of the time, it's just mathematics. Again, 90 % of the time, most people don't give a shit.
They're going to cuss you out or whatever. So there are multiple factors here. Then we have DM channels and cold email, right?
So 60 DMs, most people don't open. A few reply.
again um cold email these two things are much better because they require much less time you can set up in one campaign again claude can do the technical shit i will go through this later claude can do the technical shit it can handle all the bullshit technical like plumbing basically of setting up like you set up the accounts and stuff and then give claude access but it will set up the campaigns you can speak to it in natural language and say okay I want to reach out to a thousand YouTubers.
I want to send this subject line. I want to send this email. I want to include this picture and this link.
And then in the next thousand, we're going to look at the results of the first campaign, which is five people replied. And we're going to test the different set of things. So we're going to have a different subject line.
That's all we're going to change in this test. And then we're going to see if we got the same amount of replies from the thousand new people, as long as it's the same group of people, like different, not the exact same people, but the same niche of people. And then we're going to split test the results.
So if we get 10 people, we know something in the subject line, obviously tweak that result. And then we tweak everything else. We keep tweaking things over and over again until we get more success.
And this is easy to do when you're making content or you're sending DMs, etc. It is not easy to do. Well, I mean, it is easy to do with cold calls and knocking doors, but it's inefficient.
So we don't want to focus on inefficiencies. Then we look at one YouTube video. Now, I'm not going to say you're going to get a thousand views in your first YouTube video.
Just not going to happen, most likely. You're going to not have a clue what you're doing and that's completely fine. I didn't have a clue.
YouTube's difficult. My first ever YouTube video on this channel sat at like 50 views and then like 300 views maybe over the first, I'd say, four or five months. And then I think people started to watch it and they saw that I wasn't selling anything and it wasn't bullshit.
And it started to get more and more views. And eventually, I think that video got like, could be 40 ,000 or 100 ,000 views or something like that. That was one video I made.
It took me a couple of hours to make and 100 ,000 people saw it. Whereas if you compare, okay, obviously it wasn't over the same timeframe, like you can hit more people today. But when you make YouTube content, if you pursue it as a focus strategy in your business and you're doing it every day, you're going to see better results if you're following all the processes we're talking about here, which is taking the feedback into account, looking at what you're doing wrong, speaking to people.
If you're in a community, also, by the way, the most... most honest plug of all time i'm gonna put a community down below i haven't launched it yet at the time of recording this but if you're watching this at any point in the future most likely it is live at the moment there's a wait list it's called ai partners and i want it for people like you who want to build businesses i want to be speaking to people who are doing this shit because um yeah it's going to be a paid program obviously it's going to be that's going to raise the bar of the people who are in there like if you're in there you're around other people who paid money.
If you ever go into a free group for any sort of community, I mean, you go on school .com, for example, you'll see the quality of the people in the school groups that are free. It is spam and bullshit and it's a waste of time and you don't want to be around people in free communities all the time. Not to say all free communities are bad, but the community quality is certainly not going to be as good as someone who's paying, right?
So that's why I'm just letting you know there's going to be a 90 -day program. We're going to set it all up where... The whole focus is getting your first client and we teach you everything to set up the business in a way you can get more clients.
But we want to just get your first client and get your return on investment on the program. So the wait list is down below. Check it out if you want.
And you can sign up and get a discount if you sign up in the wait list. If it's already active, just whatever the price is, the price is. I don't make the rules.
I just make the entire product and everything else. I don't know what I'm talking about. Anyway, as you can see here, one YouTube video.
requires no future work from you it's hosted on youtube .com their algorithm is doing the work for you it's out there doing essentially the cold calls and knocking doors and putting it in front of people's faces and you only have to make it once this is why i'm such an advocate of content a lot of people think there's a lot of like there's a lot more honor in doing cold email or dm because if i'm making youtube content you know am i not just bullshitting and pretending to be more expert than i am But that's what people are doing in cold email anyway.
They're saying, hey, I'm an expert on this and that, and I'm going to solve your problem. The only thing with YouTube is people can comment on it and they can look at you, whereas in a cold email, it's only going to business owners. And there's a one -way street of communication.
It's one business owner sees the email, you've sent it. YouTube is public. Everybody can see it.
So obviously you're going to get shit. So if you've ever seen people talking shit about YouTube, like you shouldn't do that as an outreach method, it's complete bullshit. It's the most efficient way you can reach out to people.
That and paid advertising. Paid advertising requires money and requires data. Data as in, like, you know, basically how much this product is.
People are already buying it, et cetera, et cetera. Like ads is another one I didn't put here. But ads require, as I said, resources that you don't have at the moment if you're a beginner, which is information and money.
Information being. Who are the people who buy this thing? Typically, that's fed in by who's already previously bought the thing.
But if you've never run ads, you're not going to have any data on that. Or if you've never made content or you don't have a business, you won't have any data to feed into the ad machine. The ad machine is just a little process.
If we keep going back, so I'm really glad we have this diagram here, wherever the hell it is. If we keep going back, you'll see this relevant throughout this entire course. Input is some ad creatives that you've made.
Process is the Facebook ads platform doing its thing and pushing it out to people. Output is sales, numbers, data on how many people responded to your ad or paid you money for the service or booked a phone call. And then you get feedback.
That output gives you feedback, which is all the data. And then you feedback that into the next ad campaign. to make it more efficient.
So you're not spending your money on people who do not want to see your ads or do not purchase. So it's very, very simple. I don't know why I sound like I'm talking condescendingly.
I don't mean to do so. But that is asymmetric returns. The same unit of time can produce all of these things.
One hour of work, you might get 20 knock doors. One hour of work, you might get 40 cold calls. You spam 40 people.
Some of them might pick up. DMs you might get 60 30 one YouTube video could land you a thousand it could land you an unlimited amount of views and The brilliant thing about YouTube is you publicly see and you publicly get data from YouTube Which tells you very clearly where people clicked off or why people weren't clicking it's also An easier thing to talk about to people because other people can see exactly what you're doing.
You don't need to share your private cold email campaigns with them. You can literally just say, look at my YouTube channel. You know, what do you think is wrong with it?
Give me some instructions on how can I make things better? It's all easier than if you're knocking doors. Unless you carry meta glasses recording every single thing about you.
which which don't even record everything there's no way really of getting feedback on this from experts the only feedback you're ever going to get is the people who are responding to you which is useful but again we're looking at we need to look at data here this is literally i know this shit is like i'm repeating myself over and over again but this feedback this thing may as well just say data right because that is what you gain from every input process and output is What did I learn?
How can I make this better? So in this example, knocking doors, the only way you could get feedback is looking at the numbers, looking at what people said to you. You don't actually see what's inside their mind because there's very limited information they can give you.
They just close the door or they say hello, blah, blah, blah. But you need to gather information. in your outreach process?
Is there anything? You're not really gathering much information here because people are going to be reserved when they're speaking to someone in person. People obviously share more information online than they do in person.
The same goes for cold calling. You don't really get much of a touch point with people and you don't get to contact as many people as you would with a cold email campaign or a YouTube video. Same goes with DMs.
Most people go unanswered. At least with YouTube, you can see the statistics around how many people clicked and how many people were shown your message and you can see then how much of the video they watched you can also look through it yourself you can share it with other people it's much more difficult however to look at this data because you're not gathering as much information so the best thing is rely on these big social media companies who give you all this data by making youtube videos or tiktok or instagram or anything that gathers But put your face in front of as many people as possible, because that's what's going to grow your business more than any of this bullshit.
Right. Some businesses work better for knocking doors. I'm not going to say that that doesn't work.
Some businesses do. One business, for example, let me just get back up here. One business, a friend of mine was talking about building was basically he worked as a manager in a bar in New York and he wanted to build a software for other bar owners.
That would benefit them in some way. So his software was we're going to make a staff training app. We're going to put all the menus in the cocktail menus, the drink menus.
And if we get a new member of staff, they just instead of like me having to train them all the time, they use this little app. And anytime they're serving a customer, if they're unsure of what goes into a cocktail or the process required to make it, they can look at this app and it requires less time from the company. Right.
That's a good idea. However. I think he should have looked at other businesses like, you know, another business idea I got from that little interaction.
And I know this is going off topic, right? But this is a long course and I want to just share as many pieces of advice as I can from being in business. What he could have done was he could have went to the bar and said, every card machine that you have here has loads of data on how much people are spending money in your bar.
It shows what time they're spending it on. It shows the products they're purchasing. We can link all of that data together to start looking at how we can get people to spend more money in the bar.
So on a Tuesday night, let's say you run this pub quiz. People might spend more money on drinks after the pub quiz because they've already started drinking alcohol and now for the next four hours after they might stay. So we might say, OK, run another pub quiz night.
And then we might say, because we have data from the credit card machines, we can say pub nights work really well. We're going to double down on this. We're going to push advertising to it because we know exactly how much money we make from the customers in general every time we run one of these.
So then we start running Facebook ads. We start handing out flyers. We give out a free drink at the beginning.
blah, blah, blah, blah, blah. There's all these marketing methods you can apply once you have data on something. But if you don't have any information about how something's working, how much money it's getting, what the outputs are, you can't feed that back into the input.
You can't do things better. Now, in relation to what we were talking about, which is knocking doors, the interesting way to basically knocking doors is a valuable method of client acquisition in that business because you're speaking to bar owners who are busy. And there are nuances, obviously, to every outreach method.
If you, for example, sent cold emails to these bar owners, it won't reach them because most likely they won't actually have access to the emails that are publicly available on whatever website, like it might be an information at bar .com. And also.
Like they just won't have a personal experience with you. They're going to be dealing with people all day. Being in a bar is a people business.
You're constantly interacting with people. You're evaluating on a level like what people are doing. So in this particular business, unfortunately, you have to do in persons, but that will yield a higher level of results.
And if you have something that is a really perfect match for those people, you can definitely sell it to them in person because you just say, hey, can I have 20 minutes of your time? Maybe even say, I'll buy you a coffee or buy you this or buy you lunch. And then ask them, hey, like I've got this software.
Do you want to use it? Maybe give them a free trial or whatever. But that's an example where knocking doors might make more sense.
But in the sense of building an online marketing agency, it does not serve you well to knock doors typically because it's such a small. localized amount of people it requires such so much more of an input from you time money energy you have to drive to your all the different places if you live somewhere chances are you don't live in new york city or anywhere you can walk to these places so you're gonna have to drive or even the walking you're gonna have to use expend energy on walking driving etc which aren't skill building assets they're just time assets you know i mean activities Like you don't gain skills by walking to the next bar.
But if you sent out an email campaign to a thousand people, you're not spending three hours a day on walking. Do you understand what I mean? You're not spending your time on things that are higher leverage.
So this is what we're talking about with asymmetric returns. So let's get back into it.
Same hour in different result. OK, let's look at this here again. AI is putting together all these diagrams.
I'm putting the inputs in. And if there's any little bullshit, I'll take it out, right? Linear one -to -one.
One hour of your time. 40 calls might lead to, again, one real conversation. We've kind of covered this.
One hour of your time on a YouTube video is a published video that will reach people. Another little factor. I'm just dropping sauce in here because why not?
We're in a long course. We may as well. Another benefit to making content is that people get to see what you look like and sound like.
This tells people a lot about who they're doing business with. Because let's say you make a video. Just look at my video, for example, right now.
Like what image am I putting across? I'm putting across someone who's professional, probably a bit creative because you see a painting, you see album covers, books. Interested in business, obviously, because you see like a little AI book and what looks like business books here.
They are business books. But like all of these things are revealing about me as a person. People are making judgments about you and they will only even consider working with you if you can demonstrate to them visually who they would be working with.
So if you're sending cold emails out, it's more difficult basically for the end result person, the end user, the person you're sending the email to. It's more difficult for them to see any information about you. So this is where you'd have to have a website.
You'd have to have some Instagram, social media, et cetera. You'd have to have an online presence where they can look you up. Because if anyone wants to pay you money or even pay you time in hopping in a conversation with you, they're going to run basically a little check in their brain where they're like, is this guy even worth working with?
If they go in there, if, for example, I'm making the, I mean, if I was making this content. And I'm sitting in a shitty corner cupboard, shit lighting, bad audio. You know, I'm not even prepared.
I'm wearing a dirty T -shirt or whatever. You're not going to take it seriously and people just aren't even going to click. So this is why it's important to put your absolute best self out.
Now, I understand some of you watching this might be younger or you might have worries about your appearance, et cetera, et cetera. And I understand that. But you can also put the best version of yourself out.
You know what I mean? You can just come across professional and do things as best as you possibly can. So obviously YouTube is, it's an asymmetric return.
I understand that it's not as easy for everyone to get a camera, get lights, get a place to film, et cetera, et cetera. But you kind of also just have to make it work. Like when I was starting out, I was living in obviously my parents' house.
And they would be walking around all the time, barging in my room, doing bullshit. And I'd also have such a small space. If you watch my first ever YouTube video, let's actually see if we can pull this up while I'm on this channel, while I'm on this video.
So if you watch my first video, you'll see a vastly different person to who you're seeing in this video. Okay, so... Let me open this up here before I pull my camera back.
That is hilarious. Okay. I don't know if the audio is going to come across when I screen share here, but let's just look at it, right?
So these are my first ever videos. As you can see, this is my very, very first ever YouTube video on this channel on anything really. I never made videos before this.
66 ,000 views. Now look at the quality of the video. Look at the state of this shit.
This is me. in the corner of my bedroom right the bed was literally like if we look at the room this is the corner and then the bed was like here right beside the desk.
I'd have to squeeze in past my bed to get around the desk. The desk was tiny. I just had a shit laptop.
I didn't have a monitor. I didn't even have a tripod for a camera. I didn't have lights or anything to produce content.
And I had barely any space to produce the content. However, I had already at this point spent a lot of time on outreach via cold email. And what else did I do?
DMs. tried to do written content on LinkedIn, et cetera, et cetera. It was yielding shitty results.
I was getting some results, but then when I started to make this, this wasn't the content I was making for my freelance business, but this was just for YouTube content. But I started making content for business owners in various different ways, even whether it was just reaching out to someone and send them a video via cold email.
And this was the setup I had. It was complete shit. If I play this video, I don't know if this will play.
It may play the audio. So the only way to find out is if you're watching this and it works. If it does, great.
So this is literally me before I had any sort of idea what to do on YouTube. This was me at my very first business. I was actively making a bit of money with freelance copywriting at the time.
And so I just made a little video. I didn't really, I didn't even sell anything for like a year or something like that on this channel. So these videos were just for fun.
But I knew, I knew I had to make this work. I knew my setup wasn't the best. And that if you looked at other people, they had 4K cameras, they had a videographer, they had all this shit, like a big operation.
I didn't have any of that. But that was not a reason to not start. Because if I just not started, I would never be in a position where I was able to build a channel and all these other businesses and have all this leverage by posting a video and getting all these views and getting sponsors or I didn't even take sponsors to be honest.
I barely, I've only started taking some recently because they were actually ones I wanted to work with. But in general, you get all these benefits. Like you get the ability to make a YouTube video and still be on holiday or something like that and still bringing in views and still bringing in sales for your business.
Whereas if I was reaching out to people, I'd have to reach out to people every single day. I didn't even have AI at the time. So I was using shitty Google spreadsheets and all these crappy softwares.
And I was also having to spend my entire day at it and just figure things out and not knowing what I'm doing and repeated tasks and all this bullshit. You are not in that position now. You have Claude to help you.
So you need to figure out a way as quickly as possible, in my opinion, to get your face on camera. if you can if you can't you'll still make money you'll still have a business like primarily the 90 -day partner program we're going to launch does not focus on making content because i know that most people don't want to show their face online even if you're only making business content that no one's going to see in your personal life i understand that most people don't want to make content i just want to emphasize the value of content even if it's just audio content you can get away with that sometimes but the best thing you can do is get video content out on the internet because people can then quickly make a judgment of you and you don't waste time so again like this is me shitting myself in the corner of the screen i didn't even have a tripod my camera was on a stool on a stack of books and i was sitting up looking like this there was a little wallet like underneath the lens to make sure that
the lens stayed up and the camera you know it wasn't pointing up into the air such right but i made a point because i understood the asymmetric returns of content that if i can get good at making videos if i can put videos out if i can get data back and think what do people want to see and what's wrong with my setup and blah blah blah then I will reap the rewards in later life.
And a couple of years in, I was able to reap those rewards and build multiple businesses and connect and network, travel the world, meet people in person that I wanted to work with. YouTubers that I watched for years, I was able to meet them in person and I talked to them every day. Now, all of those things came because I forced my life to work.
I basically forced things into existence. where I was like, I will set up a desk in the corner. I'll do whatever I can to film content and I'll get it out of three times a week.
So that's kind of what you need to force. I know you can only control so much and some of you won't be able to do certain things, but you know, if you can push yourself or if you can push your environment, you know, you can get more out of it than you're currently getting. And that's all I want to put across here.
Also, another thing. Asymmetric returns also may produce assets, right? Sorry, I'm just going to break my...
I'm sitting at this desk all day, so I'm just cracking up a little bit, right? What do you actually own after 90 days? So if you cold call people, you've essentially bothered 3 ,600 people because they didn't want you to call them.
You know what I mean? You're going to be exhausted. You're probably going to be dejected.
Maybe you've found success with it, and that's so great. Most people don't find success. I know I'm just shitting on cold calling.
Like it has its purpose in certain businesses. I'm not stupid. It's there for a reason.
People do make money with cold calling every day. So if you're a little, if you just love cold calling, don't worry about this shit. I don't care.
But you've done all this work. None of this is still active. If you stop doing this, nobody ever sees it again.
So you haven't produced anything that's an asset. Whereas with content, you may have published 12 videos. They may not have got views on day one or two or three, but they're still there and people can go and watch them at any time.
They can also still get recommended through the algorithm if your content serves a purpose to people. So it can get pushed and distributed like your product is the content that can get distributed by. social media algorithms which are incredibly intelligent at finding the people who are relevant to your content so if you sell plumbing services and you make videos about plumbing even in a year's time plumbers that go on youtube might be recommended your video and might buy something off you so you produce something that's being distributed for free without any of your input all you got to do is get the video online and other people will distribute it for you that is so valuable and if you're not making any like if you're not making use of that and you want to start a business or succeed online and do anything that allows you to actually live an enjoyable lifestyle you don't be working 24 7 you got to rely on distribution systems that are outside of what you have to put in so if you can if you can pay by making ads or you can make content which again might cost you some money but
you know more fixed costs than variable you're not spending money every day to get the videos out but if you can put your resources into things that will create assets that will produce for more than you know a short period of time like any of the other methods it's the best way now i know i've harped on about this shit for a while and the end goal is not to get you just to create content because if you don't want to again that is fine you're able to get basically you can get clients without producing content it's much easier if you produce content but you can get it without right but another reason i'm showing you all this shit is because i want you to understand the mind of a youtuber if you are going to create an agency that serves these people or anyone it's important to understand how all this works because you can include this in your sales pitch and you can understand that like If you can create assets for people like thumbnails or edits for videos or scripts or ideas or you can repurpose their content or literally anything or you can create lead magnets for them or you can send emails to their email list for them.
Any of this shit produces assets for them that they pay you once for. So you want to focus as much of your attention on how can I produce assets for this person repeatedly in a way that they'll want to pay me every month without having to work on it every month. So you're obviously going to work and service things, but you need to create a value for them.
And you need to basically, they need to get out obviously more than you're giving them because they're not even going to pay you. it makes no sense that they would pay you a thousand dollars a month for example if you're not going to at least return like two thousand because they've spent time on you you have taken their focus and time and obviously their money as well so they need to get a return on that if you're not producing it they don't give a shit so you need to understand like these things are critically important all of these things anything that is an asset that can produce results and can be done on a minor level and produce results at scale is going to be very, very valuable.
And that's just why I wanted to focus on asymmetric returns here. I think it's really important. And I don't think anybody really covers it in the way that I've wanted to.
Then the next section is understanding opportunities. Let's just see. What do we like here for filming?
Because your boy needs some food. OK, 33. I know I'm literally about to get food in the middle of a YouTube video, but I'm a human being.
Anyway, let's just power through and make this course. Right. So understanding opportunities.
So everybody now knows that AI, by the way, I'm not focused on eating. I know it seems like I just like, I was like, oh, I want to eat. I just want to check the time.
All right. Understanding opportunities. This is very important.
Everybody now knows that AI can do a lot of the work. This is exactly why just doing this work is not what they pay for. so people know there there are so many ways to use ai now don't try and pull the wool over people's eyes you can do it with boomers maybe but boomers are eventually going to figure it out you know i mean so it's a stupid principle to build a business off is to assume people don't know things you know i mean it'll work in some way it'll always work but it's also better to understand that a lot of markets of people are more sophisticated and understand how processes are working nowadays.
So what I mean there is people know that AI can make thumbnails. They just don't know specifically how to get thumbnails made in a way that suits their brand and that actually gets them clicks and they don't know how to do their repeatably and fast. And that is where the value of an AI thumbnail designer comes in or someone with a YouTube agency who encompasses that as a service that they provide.
So if you sell AI thumbnails, you also sell YouTube video editing, et cetera, et cetera, you will provide value in multiple ways. And you'll save them time. They don't want to think about all the decisions that go into that.
So that's why it's important to really get good at processes. And then also, the reason that's important to know, you need to know what your audience currently thinks and knows. If you know that your audience...
of business owners that create YouTube content, let's say, if they already know that thumbnails can be made with AI, you're gonna sound like a dick if you come in and be like, did you know I can make 20 thumbnails with AI? You couldn't previously do that. No, they know that already.
So you need to be sort of more sophisticated with your pitch where you're like, okay, you know that you can make these, but the decision -making, the time, blah, blah, blah, this is where I provide value. This is just important for your sales pitch for whatever you're selling. So what people will actually pay for?
Pushing buttons, simple basic shit, anything they could do themselves in 10 minutes. You have to see where is the value. You want to produce stuff for business owners and people who need things consistently that are difficult.
and that's what you need to figure out you need to figure out the difficult stuff and how you can make it quicker and that's where you're bringing in your value otherwise you're not bringing any value to these people it also still like these are the things that still pay well so deciding what to make ideation people so there i actually want to pull this example let me see if i can pull this i'll get it as a screenshot so that i'm not revealing this person's identity but i recently spoke with someone i was considering hiring and as a good person so i have no no issues but they were basically selling a service that was around three thousand dollars a month i'm trying to find this let me just pull this up this is exactly the type of this is one of the reasons i made this course because i was like shit this guy is like early 20s charging a couple of grand And he is literally just carrying out a couple of things, which to me are very easy because I've been doing YouTube for years, but to a beginner are also quite easy.
So let me see. I'm just trying to pull this screenshot. Okay, here we go.
Here we go. So this is an example. So I'm not revealing this person's name and this person is very skilled.
So they're not going to be in any danger of like losing out on business because I've shared this in a YouTube video. So let me pull this in. Let me pull this in for you.
I'll drag this onto the whiteboard. Okay, so here we go.
Right. So this is this guy's service. Basically, I do four videos, three thumbnails per video, and intros, so a written intro, which might be a 30 -second script that you write for all of these four for $3 ,000 a month, minimum of three months.
That is $9 ,000. to make thumbnails which can be done with ai in in honestly 60 seconds right you obviously have to put some ideation and creation into that but you can get that process down to a rapid time frame you can get this down to like once you've done the initial work this is what i mean once you learn the skill learn what's valuable what makes good thumbnails for example You can boil that down to a simple process that takes you a very short span of time, like 10 minutes to make these three thumbnails.
The introductions could also be done with AI. You edit them after. Those things, these deliverables for what he is selling you, four videos.
It's not even four videos a week. It's four videos in total, right? So the ideation for four videos, he's coming up with ideas, which again is another process.
That if you sit down and do the work, you will find it's very, very easy after a bit of initial effort learning how things work. All of these deliverables could be a couple of hours of work in the month in total. This could be like three or four hours of work in total.
Three or four hours of work for $3 ,000. That is not an exaggeration. There is people I know paying this guy directly.
He is good at what he does and they pay this. Minimum of three months. So $9 ,000 for what could essentially be boiled into one day's work.
$9 ,000 for a day's work. Multiply that out by five days a week. $45 ,000.
So obviously this guy, I'm not saying he's making $200 ,000 a month or anything like that, but he's certainly making, I believe, at least $40 ,000 to $50 ,000 a month. And this is a guy in his early 20s. This is someone I've spoken to directly.
I know personally he's good at what he does. But this just goes to show you this guy created content. Then he decided he didn't like doing YouTube anymore and he would sell these services and use the skills that he had built up to do this stuff.
And now he makes three grand for a couple of hours work and he has many clients working with him. And then with that information, he can eventually hire someone else to reduce that workload even further. You know, I mean, he can hire someone else to take over some of that work and then he gets more of his time back.
He didn't spend his time like knocking doors and cold calling people because he would rather spend his time producing content and doing things of value that will teach you and give you a lot more feedback. You get more feedback by producing as many outputs as possible and pushing them out to the free market. So if you're making a YouTube video, you're pushing that out to people who don't give a shit about you.
They don't know you. And that is a good thing because it will tell you what's actually valuable. If you send stuff to your friends or if you send, you know, you start knocking the doors of old women who are going to be like all nice to you and be like, yeah, I don't want to buy anything, but you're a nice kid.
That's of no value to you. That's not going to like, it's not worth anything because the response and feedback you're getting is. biased towards this person just wants to be nice to you or this person doesn't want to be nice to you but like neither of those things are valuable what you need is actual credible data on the the stuff that you're making is actually of value to the world and people the best way to do that is just push it out to people who don't know you as much of it as possible and as frequently as possible and that's how you get data so that's exactly what this guy did he made content completely unrelated to business or anything you know complete not even related to youtube but he just made youtube content he was good at it he started working with a guy he was good at that guy's thing he started working with other people and now he's able to do this shit i'm pretty sure this guy lives in like a sunny country makes 40 50 000 a month and he gets to work with youtubers all day how sick is that
you know i mean and that doesn't come from sitting cold calling people and doing bullshit that comes from looking at the important stuff and really dialing in so let's let's go back here what do we have here i just want to see how much more we have in the opportunity section sweet okay because i don't want to repeat myself like 50 times going through this so what people will actually pay for so again we'll cover this we'll cover the minute details But I just want to focus on understanding the opportunities because it's really important.
This is an opportunity right now. People are paying this person money for this service. You are sitting at home, probably with time in your hands and a computer in front of you.
You can learn the skills that equate to this result. Then you can reach out to people and over time, you can get to a point where you can charge this much money. The whole thing you got to focus on is how do I get there as quick as possible?
How do I reduce all the bullshit, cut everything out and get to a point where I can make that much for doing that little? Because that is doable. It's not, this guy's not, he's not conning people.
He's literally providing a service that people are happy to pay for. And I know people who've worked with him and they love it. And I mean, any businesses I've run, I know that like you, people know that you spend less time.
on this thing but they also know that you have expertise and that you're actually you know what you're doing and it saves them time so they don't give you shit how much time it takes you as long as you're not rubbing it in being like this takes me 20 minutes a day but you're not going to do that you're not you're stupid you're smart guy right or girl i wonder how many girls are watching this if you're watching this and you're a girl great stuff welcome to the room fellas be nice to her all right so anyway back to this stop bullshitting the arbitrage one youtube video so the old way so this is another way there's another thing to be important understanding arbitrage what is arbitrage it is the difference between two things right so the old way it used to cost literally this is legit my costs it used to cost me 150 for thumbnails so i would either not pay them because i'm like that's so expensive and then i have shitter thumbnails which get me less views and less sales or i'd pay them and now i have this stupid cost then i have an editor which pretty much always paid after a certain point because it was operating the business and it wasn't worth my time to edit videos which is 150 a video so that is 300 a video for these two services which were essential
And if I didn't pay for them, I had to spend my time on them, which again cost me money because I wasn't able to do other things in my business. And so that's $300 per video cost associated with making content. $3 ,000 a month if I make 10 videos and $36 ,000 per year if I annualize it.
The new way, which is what you can do if you spend some time and learn this stuff, which is very simple. It's actually quite fun to be honest. That's why.
I'm excited about making this course because I'm teaching you shit that's quite fun to learn. The new way gives you thumbnails, which you can do with Claude or Google AI or any of these sort of thumbnail tools. I literally built an app down below.
I don't know if I'll put my paid apps down below. I don't really care if it's selling them to you. I'll show you them at some point.
Anyway, done by Claude. It costs essentially nothing. You can get access to free services that will make thumbnails for you.
If it's a free trial, you can pay essentially nothing for it, right? Then it's edited, directed by you in plain English. So again, you can just talk to it and say, edit this video, include this and this and this, have animations, chop out the bad takes, remove the pauses, blah, blah, blah.
Then you can visually just watch the video back and it will do all the technical shit. Again, you used to have to be a video editor even as lately as like a year ago. You know, even today, people are paying video editors.
You know what I mean? Because a lot of people aren't aware of what can be done with AI. But people will still pay video editors.
This is where your opportunity lies. They'll pay you to edit videos and you can save yourself the time of learning how to edit videos by just talking to Claude. So this is why it's so critical to learn one thing, which is how to use Claude, how to use AI, how to be as efficient as possible with it.
You're learning one thing that can do many things for you. Again, you're using an asymmetric return. You're learning one skill.
That produces all these crazy iPods. If you use Claude plus YouTube. Let's say you're making content.
YouTube is distributing your content. Claude is producing it for you. All you do is spend time talking to Claude.
Making a YouTube video. You now spend a lot less time. Cost you essentially fucking nothing.
Then it's $100 a month. Flat fee for Claude. For a max plan.
You can also do it for $20 a month. But you're probably not going to produce that much shit. And if you're running a business.
you know if you can't make 200 more than a hundred dollars using claude and you're actually trying over a period of time you really have to look at what you're doing with your time because it's very very easy to make a return on a hundred dollars i'll tell you that for a fact i pay 200 bucks a month for claude and if i didn't make 200 back i'd be like what am i doing i must be stupid 1200 a year in relation to 36k a year right i'm pretty sure we just have some nice graphs This is the cost.
The gap widens the more you produce. So the old way didn't really scale. The new way scales.
I have no idea what AI has put in here, but the money is saved in the process layer, as you can imagine. If it costs me more money every time I make a video, $300 a video, then... that's a variable cost that scales with the business so if I want to make a hundred grand it might it'll cost me thirty six thousand whereas I could make a hundred grand with a two hundred dollar subscription which is like a thousand a year so I could spend a thousand a year and make a hundred grand or I could spend thirty six and then from there to scale the business you just need to figure out like how do you keep putting more of these two hundreds in How do I keep producing more of these?
I hire someone else with cloud, or I set up multiple cloud accounts, or I pay for more AI tokens, right? I'm just repeating myself. I'm going through bullshit.
But you know what I mean. Same shit. Amazon did this to shopping.
This is an example I want to add in here, right? This is really important. So think about how you used to buy products, right?
If you're young, you probably don't even remember this. It's always been online for you. The old way is you think about what is the product I want to buy.
I want to buy a t -shirt. Then I think, where can I go and get that? I have to drive to the city.
I have to go to this shop at a certain time. I have to go in there. Hopefully they have the t -shirt in my size in stock.
And then I try it on and I buy it. And I take it home and I wear it. Very time -consuming process.
Can be enjoyable for some people, but it's time -consuming. That's not the problem we're solving here. We're solving the problem of time.
So this was a very time consuming and energy consuming thing. You had to spend your day and your energy walking around and driving, et cetera, to purchase a t -shirt. Now on Amazon or any other website, you just literally spend like 30 seconds on your phone.
You click buy, it's here. So that's a very clear, basic example of how they've reduced the product, right? The product never changed, but they've reduced the process.
the process layer this is where you are this is where the moolah is being made all right so let's go down here so what do you charge let's go through this so i don't know what's done here what is cost them now i promise i i did write all this myself It sounds like AI has just produced this, but I put the Amazon example, I put everything in here.
It's just sometimes adds some stuff. So what it costs them now, three grand a month. Okay, so this is an example of the YouTuber.
They're spending three grand a month on 10 videos. Then you could charge 1500. You're saving them 1500 and it only costs you 100.
So you're still saving them 1500. So to them, it's still a value. You're saving, you're cutting their costs in half.
cutting imagine how valuable that is to so many businesses if you walked in there and says yo i'll increase your profit margins by 50 if you just pay me every month i will double the amount of money that comes into your bank account and then for you the value is you're putting all obviously your time your energy etc and it's only costing you a hundred dollars so yeah you're getting a 15x return here Because you're spending 100 and you're getting 15 back.
And they get the same result for half the price. So you can see where the arbitrage is here. They cut their cost in half.
You're actually cutting the cost. I mean, if you look at the total here, if they were to do it themselves, which most of them won't because there will be more valuable things they can spend their time on. they're actually you're actually cutting the cost by like 30 times it used to cost three grand now it's costing you a hundred right just for the clod that's all you're paying for clod and you can use clod with other things in your personal life and make your life better in so many ways and so that's what they get they get half the bill one decision they don't have to make decisions repeatedly over and over again they don't have to talk to people they don't have to approve things everything's just done for them and that is essentially for half the money.
So it's an obvious win. Now, the difficult part, if that's so easy, why am I not making millions doing this, right? The difficult part is you have to spend your time and your energy convincing people that you can do a good enough job and that you can save them time.
And that's why there is opportunity. For me, for example, I could run this service, right? I could run this agent.
I've actually considered doing this just for fun because I like talking to YouTubers.
But why, you know, if I'm someone who's learned this as a skill, I know I could run this business and make money. But why am I not doing it? It's because that's going to require time.
I have so many other things I want to do with my time business that might produce higher returns than this. But you, as someone who's a beginner, may not. have those options available.
So you can use this as a starter business. And this is exactly what I did with freelancing. I used to freelance and I used to write ads for people.
I used to write emails, et cetera. And like, I would have, I would have happily done a business that made me a lot more money if I could, but I didn't have that opportunity at the time because I didn't know what I was doing. So sometimes you see people try and start businesses that they're not qualified to start.
And what I mean is not qualified is like, they just aren't good enough at the thing. for it to make money but they think they are they're not looking at the feedback they're getting from the market and so they're blindly doing a business they shouldn't be doing because they're not good enough for people to pay them it's not it's nothing personal against them it's just like people don't want what they have to sell because they're not good enough at it yet so that's why you have to focus on smaller steps this is why you build a service business because you can learn things and then you can charge people and then as you get better at it maybe you start doing it yourself maybe start making youtube content or Maybe you just scale that up and you work with more people.
And then the better you get, you can start to have other people promoting your business for you. You can pay ads, blah, blah, blah. You can do all these things to scale it up.
But that's pretty much it. I think that's the end of this opportunity section. Let's just run on to the next one.
Some of these videos, by the way, I might be posting to YouTube on a second channel. I'm thinking of repurposing this content. So if you're seeing this, this is a repurposed piece of content you've just been marketed to.
I'm only joking. You're not being marketed to. You're being taught something.
But you know what I mean. I'm going to stop talking shit. Let's get into the next section.
Okay, next lesson. So why is 2026 the year that you have to make it? Now, there's no year you have to make it.
I'm going to actually preface this by cutting the bullshit that I see a lot of people talk about, which is, oh, you have to make it this year. It's never going to happen. There's always opportunity.
But you need to be aware that in the current state of where you're at personally, you're probably watching content you may have been watching for a while and you need to understand that the motivation and drive you have to start a business will wane over time if you do not act on it. And so. The reason I would say why 2026 or if you're watching this in 2027 is the year is because your motivation is finite.
And if you do not satisfy that motivation that you have in, you know, good time, you're not going to your brain's going to like subconsciously. It's not even subconscious as if it's a magic thing. Your brain's just going to eventually be like, well, we've looked into this for long enough.
We haven't done anything. Let's just quit and go back to the comfortable stuff, drinking pints at the weekend, do whatever I want. And while you're in this state of mind, you need to strike while the iron is hot.
That is what I can tell you. I'm very glad I did it when I did it because otherwise I know exactly what path I would have taken. I would have probably gotten jobs.
or I maybe I would have started a business but I wouldn't have taken it as seriously because I would have been in the regular flow of daily life and the poor habits that I was using before where I was just like drinking and doing nothing with my life really when I was in university and if I hadn't have taken the opportunity when during the pandemic when I was living at home there was no distractions I couldn't go out and drink I couldn't socialize I couldn't do anything if I didn't take that period of time to fundamentally change as a person and act on the things I wanted to do I would have sat around in the comfort zone and then I would have just I think just ended up in this shitty phase of getting a job that I didn't want to get and basically complaining about other people I knew I would have been I knew what I was like before I would have watched you know content that was like taking the piss out of business owners and like content that you know is essentially just all about negativity and tearing things down because it's very easy to tear things down and you'll see that anywhere you'll see people
constantly giving people shit online that make content um but it's much more difficult to actually go out and build something and do something and make money and all these difficult things there's a reason like there's so many negative people out there it's because they typically are people who wanted to do something themselves but then didn't and i could see myself going down that route i know i wasn't like i don't know i've never left a hate comment in my life but i was like starting to become resentful in my own head, looking at other people who were doing things that I really wanted to do.
And I saw myself going down that route and I didn't like it. So I'm very glad I took that opportunity. And so that's why I say this opportunity for you is here right now because you want to do this shit.
You can keep watching content about it or you can actually take action because there's really no other way. Like you wake up tomorrow, you can watch more content or you can wake up. You can watch a little bit of content and then you can do something about it.
Because if you're not going to do anything about it, there's no point. Like it's literally pointless sitting watching content like this if you're not going to actually action the stuff that's there. So I don't know.
I hope you're taking notes. I probably should have said take notes at the start of this. But if you haven't taken any notes so far, just start to write shit down.
Put it in your physical environment. You see, if you write something down, it goes into your head a little bit better and you can just have that in your physical environment being like, okay, I'm going to do this. I'm going to do this.
I'm going to do this. And then wake up and just do a small task. You don't have to build a million dollar company in three days, right?
You just got to start doing the little inputs that give you the outputs that we talked about earlier. So that's why 2026 is the year. Also, we are at a stage where AI adoption.
While it has taken over in terms of a lot of the business world and like a lot of people who are online all the time have started to use AI for general things. I still think there is a huge opportunity to use AI in ways that basically speed up processes that other people don't realize can be sped up. And so you can essentially get the same results as the last couple of years.
But you can actually save a lot of your own money and time in the back end. And that's what's going to allow you to scale up and make more money. Because AI can do a lot more.
And some people aren't aware of this opportunity yet. So two factors that really play into like why this is the year. Firstly, you're watching this content.
You're not here for a piss take. You know what I mean? If you wanted to watch other content, you could.
But you've landed here. I'm not one of these people who's going to talk about fate and all that shit. You've watched this video because you want to build a one -person business.
We are now at a point where I'm talking to you about like, hey, are you serious about this shit? You know what I mean? Do you want to do this?
And if the answer is yes, take one action today while you're watching this video. Take one action that will genuinely move the needle for you. whether that is as simple as cleaning your room or doing 20 push -ups or doing something to just change your mind a little bit just take an action understand you get a positive result out of it and then do the same tomorrow and start to do this stuff daily it's little tiny things now obviously This would be the best time for me to say this is the time you should buy my AI partner program, whatever.
I'm not going to say that. It is a good time to get into a community. I would recommend you watch this content first because I make these videos as best as possible.
I'd love to put these behind a paywall, but like I need to I need to put out free content. That's just the reality of things. I think that you need to.
probably get your shit together let's be honest let's be honest if you're watching this content you know you got to get your shit together and you're two hours into a course at this point almost and yeah anyway let's get into the some of the reasons that i've written down some of the reasons my ai has written down here that i probably haven't asked it anyway essentially In terms of the actual boring business agency stuff, six years ago when I started, I had to learn all of this bullshit, like technical stuff, like how to use this software, that software.
Now I just need to pick the software, which Claude can help me do as well. And then I just need to tell Claude, like link Claude up to the thing and it will connect to the software and do what I want. So if I say I want to send 100 emails.
Previously, I would have had to go through about probably like 100 different small clicks and steps. And I'd have to ask Google and go to courses and figure out everything manually, which was so slow. Now that Claude can do this, it can just take over this process entirely.
And so you can spend your time focusing on other things. It buys your time back. Best thing about it.
You know, you can spend that time going to the gym, eating a little bit more healthy, cleaning up things. If you're working a part time job, you can take some extra time. Make some more money that you can invest back into the business.
And another thing, like if you want to succeed in business, spend some money. I wish I spent more money when I started. I was so tight with money because I was like, what if it doesn't work?
What if it doesn't work? And it's like, well, you're going to commit like months of your life, like your actual life that you don't get back. And when you're young, I speak like an old man here, but when you're young, you don't realize how quickly time goes by.
It feels like yesterday I was sitting down and recording my first video. It's seven years ago, which is insane. You know what I mean?
So really, really think about that. Like, if you're going to invest your time, how much is your time worth? Is it worth spending a couple of bucks on, let's say, a community where you can meet other people?
And the one reason I wanted to set that AI partner community up was... firstly I can put the 90 day program in there to help you get your first client and build confidence small tasks every day to help you get there secondly is just the community like anytime I've joined communities that are actually good and moderated and by people I trust I've met people who have saved me massive amounts of money or time or made me money because they we're all solving the exact same problems so again like data if 100 people are trying to solve a problem in a room and they're sharing their experiences with solving that problem it's going to get you there a lot faster than if you're doing it yourself because you're having to do all the trial and error alone whereas 100 people can just solve like put the solutions in why would you wait why would you do it all alone anyway i'm not going to turn this into a sales pitch because i don't want that i don't want this course to feel like that at all for you um it's there if you want it there's a wait list at the moment as i record this but again all of this shit
I don't need to go through this all over again. These things can all be done with Claude. Very quickly, cheaply, and with none of the stress that used to be there.
Now the next section. The next section we're going to talk about the excitement curve. So this is something you need to be aware of and you're currently watching this video.
You haven't bought a course but you've spent your time so you basically have bought the course. You're watching this at this point. You've invested your time and I'm very glad you're here.
You made a great decision. But everything feels possible. Right now, you're going to be very excited because I'm talking you up here.
I'm saying, hey, everything's going to be fine. You know what I mean? This is the time to get going.
But then when you start to do this tomorrow, maybe you'll do the 20 press -ups or you'll clean your room or whatever you're doing. You'll wake up tomorrow and I won't be there in your ear. like you're not going to be in this little zone you're in watching me talking to you about this stuff you're probably going to be in a completely different state of mind you're going to be tired or you're going to have some other bullshit on are you going to be working whatever it might be and this is the dip because then when you go to look at like take the next step this is why you have to act when you have emotion if you have emotion right now take an action whatever that might be I mean, what would serve me is I tell you, oh, join my AI partner program, whatever.
You can't even join it right now. So I'm probably not going to benefit too much from that. If you can join a community, do something where you connect with other people who talk about AI.
Absolute best thing you can do. Otherwise, clean your room. Look up something that I teach you in this course.
The best thing is I'm going to walk you through shit in this course that you can just action every single day. And so just start to do that shit. The dip, it's going to feel hard.
That is the point. Accept it. It's going to feel hard.
Nothing in life worth doing is easy. I promise you that. Everything.
Business, fitness, relationships, everything. They all require daily, constant work. And it's hard to accept that as a young person, because I know most of the people watching this video are going to be younger.
But this is essentially... The truth, like everything requires work. Everything breaks.
Entropy exists. Things break down over time. You have to maintain them.
Your car doesn't get better over time. It degrades. Things happen.
You hit a road bump. Something happens. The same happens with your mind and your ability to work.
That's why I say take opportunities as they come now. If you're in the mindset to do this, you need to pursue the actions now. if you want to stay where you are fine don't pursue anything wake up tomorrow lose the motivation you had and then just go back to what it was before but if you're here now you're two hours into a course just start setting shit up if you don't have claude set up claude go buy claude code commit yourself to a purchase that you can't back out of set it up See what you can do.
You start playing around, start making some apps. It's the most fun thing in the world. You don't have to sell them or do anything business -wise with them.
You can just make a little app. I made a personal trainer app today just because I was bored and I was like in my time out of filming that I wanted to just take a little mental break. I just built a little app and it's fun.
It's like a little game to me. I used to play PlayStation games. Now I play with Claude.
It can make you money. It's great. I can pay the bills or whatever, right?
And then most people just quit. i've seen this so many times people quit they bitch they complain about other people they say it was this guy's fault you know like i've seen people join courses and i've joined courses that are shit i've joined courses that are good and the amount of people who blame the guy who they bought the course from no i'm not going to say every course seller is good or whatever many of them are shit but like to sit and blame someone you bought a course from when In most cases that I've seen, people don't actually take the actions required to achieve a result.
And then they blame the person because that is someone that they can direct their anger towards because they don't want to direct it at themselves because that would hurt the feelings. They direct it at someone else because they're an easy target because they know that they'll be able to get away with saying, yeah, well, this guy's just a scammer or whatever, right?
And you can do that. No problem. People who do this shit do not achieve anything.
I have never met a successful person who walks around complaining about shit. That's just the reality. It's not me bullshitting you to be like, you know, everything like course sellers are greater.
I don't give a shit about course sellers. I'm just telling you, if you want to be negative, you can do that. Your life is going to turn out shit.
That's just the reality. If you want to be problem and solution oriented. as in to solve problems on a daily basis and not bitch about them, you're going to be able to achieve a lot more shit than if you just complain.
When is complaining to someone else or about someone else ever achieved anything for you? Have you ever gotten in better shape because you complained about unrealistic fitness standards on YouTube or you commented on a TikTok where a guy was talking about a fit? Has that made you fitter?
No, it's usually just you exerting your anger at someone else instead of doing it into yourself and using that energy and the anger to drive yourself to go to the gym or to do something else. And so this shit's really important. You can either be angry at other people or you can be angry at yourself and you can use the motivation you get from the anger because it's actually a very powerful emotion.
If you can get angry about shit don't take it out on other people you know i mean actually use it for yourself because it's it's just such a waste of energy to like take something that you're genuinely passionate like anger is sort of a form of passion i know i'm going into absolute bullshit talk right now but anger is a form of passion and so if you are able to direct that passion into yourself And whether that's, I'm going to, fuck you guys, I'm going to make money or I'm going to get in best shape as possible.
Or you can go to a comment section and bitch and moan about other people who have no interest in you or your life, who will never see you in person. Who is the real winner there? You can either let yourself win by taking the anger you have and directing it into a business and outbeating everyone else.
Or you can just bitch about other people. like there's there's there's no in between you know what i mean anyway the people who stay the people who get past this difficulty is which is where most people get cut out honestly i go to jiu -jitsu like i think one percent of people are 10 of people maybe actually end up staying until the next belt which takes two years bjj stats drop off let me just check This is, yeah, 95%, roughly 90 to 95 % quit before the first belt, the blue belt.
So that just tells you, and this is the same in business. You say 95 % of businesses fail. It feels because the founder probably didn't want to fucking do any of the hard work or they didn't understand what they were doing or they didn't apply themselves or they kept their ego in the business and they didn't look at it like an operation.
That is why most businesses fail. It's because the person behind it didn't want to actually do the work. And it sounds like, oh, well, they're being lazy.
It's like, no, it's not always the case where they're being lazy. Sometimes they could do lots of busy work. I know business owners who will work 12 hours a day and they'll complain about how much work they're doing.
But then when you present a solution to them that would reduce their workload and allow them to spend time on more high ROI tasks, they just bat it off and be like, yeah, yeah, I'll get to that at some point. And then the business feels and they're left being like, well, you know, I tried my best, blah, blah, blah. No, you didn't try your best.
So I know I'm just. It sounds like I'm personally venting on people. I don't give a shit.
I'm just using examples because these are the things that I see coming up all the time. And you, as someone who I want to teach this to and relay all the information I've learned in seven years to, I just want you to not deal with this bullshit. I just want you to direct your energy in a positive way and actually build a business that you're happy with.
Because you can do it. Anyone can do it. Honestly, it's...
It's so doable. So let me see if we have another section. We have why YouTube services.
Yeah, let's just keep going. Let's just keep trucking, right? Next section.
So why YouTube services? Why am I talking about that in this video? Because that is primarily what I want you to focus on in this business.
Well, let me just see if this is some bullshit AI is put together. I'm not going to present it to you because I think it's a waste of time. yeah this is pretty ass so there's forget about this diagram for a minute there's a lot of money in making youtube content you've probably seen that you've probably seen the amount of people especially with info businesses so info businesses obviously people who sell courses masterminds etc this is essentially an info business as well i'm selling my ai partners thing i have a like i'm building a community of people who all want to do the same thing My value add is that I put out content that attracts people who are interested in a certain topic.
I have enough expertise to where I can teach you confidently and you actually know you're getting good quality content. And then because I'm able to connect multiple people, they're paying for those connections because they get to be put in a room. They don't have to sift through the internet, through all the free communities, which are full of dog shit to find other people who are on the same path as them.
So that's essentially why I'm getting paid is I'm making this content, bringing people together, giving them information and a clear path based on something I've achieved and in the most efficient way possible to save you time. So that is my value add for a couple of hundred a month or whatever I plan to charge for the AI partner program.
I'm going to save you a lot of time. I'm going to develop your network of people that you can get into online business with. Network is incredibly important.
And I'm going to give you all the information you need to get to client number one. And so these info businesses, because they're so scalable, because I can make YouTube content, I can go to 100 ,000 people. They have such high profit margins, typically, because the product itself is simply just information, right?
And I used to think skeptically of this as I was just talking about how I used to look at things so skeptically and be like, oh, he makes profit. Like, you know, that's bad. You know, I'm just given, he doesn't deserve this money because all he's doing is giving me this information and connecting me with these people.
And that's such a stupid shit mindset that kept me behind for so many years because like, okay, this guy's making a profit. Well, he's had to put years into this service. to get good enough at it.
He's also had to sit down and build a content studio that's professional and that makes me want to watch his content. And then he has to sit down and record for hours and hours a day. And he has to run this as a business and devote his entire life to like making these products and making this content, which is not easy to do.
And if you think it is easy to do, I implore you to try it because it's definitely a lot of work. But I used to look at this skeptically and it's just not the way to look at things. You can do so again, but it's probably just if you want to be skeptical, there's no point getting into business because you'll look at everything too skeptically.
You can definitely be skeptical. You have to look at things with a lens, verify that people are who they say they are. They've achieved what they've told you they've achieved and the things are going to be.
Set out clearly and that you're actually going to get what you pay for etc, etc So verify shit be skeptical But don't be overly skeptical because you need to be able to take risk Business is about taking risks. You will get burned many many times as you build businesses. I've been burned so many times It's just part of the game.
It's like it's like being a you know a fighter or whatever you're gonna get punched in the face Millions of times but that's okay because that is literally part of the game. That's how you win. I mean Do you think Mike Tyson got to the top of the world boxing game without ever being punched in the face?
No, he could punch in the face every single day, multiple times a day. And so it's just part of the game. So I know I go off on serious tangents about this shit, but YouTube services, info business owners, so people who sell these courses and products, you wouldn't believe how many niches there are.
I've been in high ticket communities for these people. I never really wanted to join them because there's a lot of bullshitters out there. But I found some that weren't full of bullshitters.
And there are people who sell like fitness programs to old people. There are people who sell guitar lessons. There are people who sell like really technical, you know, automation things and things to like software.
I recently spoke at a conference in Tokyo about AI and YouTube to a bunch of software engineers who worked at Google and other big companies. And so there are so many different niches and a lot of these info business owners have now realized that YouTube is the absolute best opportunity of them all in terms of all the social media channels.
YouTube's the best because people spend the most time on here and they are the highest intent people. Think about when you go to YouTube, you go there usually to learn or be entertained or a mixture of both. But this is like the...
because of how much content you can watch on youtube and the amount of time you can spend on it and so long form it results in a much higher quality level of viewer and buyer and so that is why youtube is such a it's such a golden goose and a lot of these info businesses who are already profitable come into youtube and it's just like going on steroids like they're able to sell these two thousand dollar ten thousand dollar programs twenty thousand fifty thousand dollars you wouldn't believe the amount of money like there's even further than that but they're able to sell that by making youtube content which it costs essentially nothing now because of ai and so if you can sell a ten thousand dollar product via a youtube content that doesn't that you don't have to pay for every single day you just have to pay maybe an agency owner or an in -person guy like what you could do that is essentially their only expense and you can get a good living out of it and they can make a lot of profit because you are an expert and you're able to produce shit for them and they already have the business set up in the background so that's why i say youtube
YouTube is absolutely the best social media platform for converting people into buyers because people there are high intent and they want to buy shit. So if you're able to get into that niche rather than, let's say, TikTok or Instagram, Instagram has a lot of money in it too. But we're not going to cover that today because it's just a completely different world.
But that's what I recommend you do. I recommend if you're watching this video and if you have interest in making content or YouTube, you should give it a go. If you're interested in something else, figure out if there's money in it.
There's almost certainly money in it. The way I did it was I reversed engineered. I looked at who was making money.
At the start, it was copywriters. I remember seeing people talking about copywriting. I was like, well, that's perfect.
I didn't have like physical products I could sell or I didn't have anything else. I could just basically learn to write in a persuasive way, essentially being a salesman, which is just using your words or using your voice. and so that's that's how I got my start I started doing that I made content then I started getting like because I was doing all that you make partnerships with people and then you can you can basically benefit from just so many different business opportunities so that's why YouTube services let me see now I don't want to I don't want to keep rambling if I don't have a good diagram let me just double check here Yeah, yeah, I want to cover this briefly then I gotta go hit the gym so What do youtubers pay for?
Now this is just an AI summary. Okay, these numbers are probably bullshit to be honest But Thumbnails are very important, but they're very easy to do so thumbnails are really important So they're easy to sell to people but you have to make sure that you're actually really good at them The bar for them is quite high But luckily, you know, I'll put out training at some point, either free or paid, that will teach you how to make good thumbnails and raw editing.
There's also free content on YouTube. I'm not going to gatekeep shit if it's out there. The only thing with going on YouTube is you don't know who you're actually buying it from.
Whereas if you purchase a product, especially from me, I'm going to put the effort in to make sure that this is a one -stop shop for all the information you need. Then you have ideas and titles. So raw editing can be done with AI.
and this is fairly easy to do now this doesn't require much thumbnails very very easy to do again just requires a bit of understanding of what goes into a good thumbnail etc etc which you can learn ideas and titles again slightly slightly different thumbnails slightly more difficult but it can be done it's a series of processes all of this shit has been boiled into processes and processes can be repeated so once you learn how to do it you can do it over and over again Well, that's if you're a postman delivering the post.
Yeah, it's probably going to feel like what the hell am I doing the first time you do it? But then once you've delivered post every single day for a month, you kind of know what you're doing. And so the same process applies here.
Production management. So this is actually fairly simple. But again, to me, all of this shit is simple because I've been doing it for so long.
And that sounds like a brag. I'm not bragging. I'm just mean like.
These are all just mini processes that once you learn them you can just do them repeatedly and if you charge people for this You can definitely save them time and money because there's people spend a lot of time and money on this shit And then the most important one absolutely most important is strategy and setup. So strategy is essentially The strategy for the channel like what type of videos you're gonna make Who are you going to make them for?
When are you going to pitch your product? What products are you going to sell? Et cetera, et cetera.
That's the more difficult shit. And that's why that costs the most. If you can be a YouTube strategist, that's pretty much the top of the pay scale in this space, right?
So hopefully, look, I'm going to cut this part at this point. I'm going to head to the gym. But hopefully these parts were useful.
And yeah, let's just get into the next part. I will be, it may be tomorrow I record this. Might be 6 a .m.
It's currently 6 p .m. so yeah see you there all right we're back it is the following day and i'm ready to show you how to get your cloud set up so let's jump straight into this okay so we have i've basically put together this page to help you get through the cloud process you can do this alongside this video if you're watching on a desktop if you if you don't have a desktop get one get one ready right now because we're literally going through this or if you just want to know and you can watch on your phone up to you anyway set up cloud code in 20 minutes very simple i'm going to show you the absolute basics what you need to know when it comes to using cloud code like me or like anybody else who uses it for their business i'm not going to over complicate things and go into all the advanced stuff that is stuff you can learn later there's no point me telling you oh you can do this you can do that everything has to be completely perfect and optimal because then you'll just not start
Like you just won't do it because it'll sound overwhelming. So you can get 99 % of what you need from Claude Code for free or like not for free, but in like a 20 minute setup. It's so easy.
It's not complicated at all. The only time you'll ever need advanced stuff is if you start, if you're running multiple businesses, if you're making tons of money, you won't need it until then. It's so simple.
So set up Claude Code in 20 minutes. What you need. So you need to get a paid Claude plan.
you will not be able to use Cloud Code on the free version. Cloud is simply the free version. It's a little chatbot.
It's what you can talk to like ChatGPT. Free, very, very limited in functionality. However, with Pro, you start to get access to Cloud Code.
Now, the biggest benefit I will tell you that Cloud Code brings is that it will do shit for you. It will literally build websites, build email campaigns. It will do the heavy lifting of...
majority of the work involved in running an agency or any sort of service business. And it's so simple. You can just talk to it like you would ChatGPT or any of these other ones you may have used, but it will just do shit on your computer because I'm going to show you how to give it access to stuff.
Like it has access to my Google Chrome. It's currently like doing stuff as I'm filming this video. It's building out web pages.
It's testing purchases. It's basically just doing everything that I would want done and that used to take me weeks or months to do or to have to pay people to do. And it's just doing it all in the background as I film this video, which is insane.
So pro version. Now, if you start to use this, if you're legitimately operating a business very quickly, you're probably going to have to run to max. And that shouldn't be intimidating to you because let me tell you why.
I have saved thousands and thousands of dollars. every year from this one subscription this one subscription allows you to basically delete all the other paid subscriptions you would have normally in running a business now if you don't have a business you won't really appreciate the value of this um you know unless until you actually had to do it but if you've ever done anything before and you have like 10 different subscriptions this will like i almost envy you as someone who's never had to pay like 20 subscriptions because when I was running my business I would spend like 600 to 1500 dollars a month just on software when I was running things at the peak now that is like enough to pay a rent that's enough to pay a rent for like a nice house and I was paying that out to softwares to automate things or simple things like using using a whiteboard for example or like an online whiteboard to show you stuff, or what else, like recording content or processing payments or doing any of these things.
There's about millions of different things. With Cloud Code, I'm able to literally strip back all of those, everything that's unnecessary. Cloud can build you the exact same software, it can make it better and more custom to what you want, and it can do it for free.
And you just host it for free. I was blown away when I started to use it because I thought, OK, well, Claude might be able to build this software. That's all good.
But what about keeping it live and making sure that it actually remembers stuff that I use? Because let's say, for example, right, one thing I built was in my personal life, a personal training app. So this is basically where I built this app to.
track all of my body weight inputs so every morning I get in the scales because I'm obviously going to the gym I want to get in better shape and I put I go on the scales usually what I used to do then was I go to my phone I go to some app that I had to pay for or a shitty free version of an app that I should have been paying for and I'd have to go to like four different pages and then I get the body weight thing and I click it in there and press enter and then that would log there then I would have to give that to a personal trainer Or I'd have to log it somewhere on like a Google Sheet, like a Neanderthal.
And then I would have to log all of my food in MyFitnessPal, which meant typing in, going to 50 different pages again, clicking a button, scanning this, adding this, adding that. And it was so time consuming. Whereas now I built a personal training app where I literally could just type shit in in the morning.
I'm just like, okay, this was my weight. And it throws it into this. It stores it in a database.
A lot of the stuff that you used to pay for, you can now host for free on something called Versail, which I'll not even get into yet. It's so simple. It's just another website that does shit for you.
You don't even need to know how it works. And then Supabase. Supabase is something you'll get used to if you're running a business.
Again, I've never interacted with it. I just link it up once. I log in.
I give Claude some little key and Claude uses it forever. I don't even have to worry about it. But it just stores data.
So for example, my personal training app it's currently storing data on every single day what my calories are i gave it all of my health data from the last year like how many steps i usually take how much i usually eat all that stuff and then it can give me like really really good information like advice based on all the information it has on me and so that's just a simple example so clog code can do shit for you and you will inevitably go to the 90 tier the 90 pound tier i'm currently on the highest possible tier i recently upgraded because i was i was maxing this one out and i i just you know i'm not sitting around waiting on claude to to reset or whatever but this one hundred dollars is still worth more than literally anything you don't have to hire people if you have this like this will save you countless countless dollars i cannot stress that enough so all you need to do is start with this one and then go to this one right back here so let's go through some of this bullshit you need a browser like google chrome very easy one folder per client don't worry about that yet um very simple again i typed all of the shit that i wanted to teach you here in this section into claude and i said make this into a nice document and that's what it's done here some shit it's added that i didn't want but
I'm very happy with how it looks. Every tool you add before your first client is a tool you're hiding behind. So Claude is literally all you need, right?
Claude, until you absolutely need something to deliver a service, you don't need it. You do not need additional softwares because they look cool or they look like they do something. Nine times out of 10, Claude will be able to do it for you.
Even things like... if you've ever heard of any of these n8n or zapier or make or anything like that these are like automation tools and they look really cool and complicated and you feel like you've done something valuable when you use them and you build out this nice big workflow that some youtuber taught you and i'm sure there's skill in it but for me what i actually use to run my business is claude does everything it can build everything I don't even have to look at all that shit.
I don't want to. It does the complicated stuff for me and hides it behind its little chatbot. All I have to do is ask it stuff.
So pick a plan. As I said, pick this one, Pro. Easiest one to start with.
And then you'll probably upgrade to that. But only upgrade whenever you need to. Because at the start, you probably won't need it.
Anyway, install it. Door One, the desktop app. So get it on your desktop.
So let me show you. I'm actually currently building something I want to show you as well. It's quite cool.
So I just went on Twitter earlier for like a little browse and I saw this tweet and it was said about how Alex Ramosi basically had this second channel that was posting clips of his content. So he obviously makes like one hour long videos and this post is like a five minute clip from that video. He does like presentations to his clients, all this sort of stuff.
He's got loads and loads of content. So what this channel is, this is one guy who manages basically having, he basically has AI going through and selecting clips from Alex Ramosi's talks or his YouTube videos, et cetera, et cetera. It comes up with its own title and thumbnail.
It then adds a little 30 second pitch at the end of it that Alex has filmed. And then it posted on YouTube and it does that. Every single hour of every single day it uploads like 24 times a day and so 100 % run by AI how does it work it?
Basically does all this shit, right? So what I did was I've literally just pasted that like I've taken a screenshot of this tweet. I didn't even like prompted anything And I just said, well, I did prompt it, but I just said, build this and let me know if anything else is required.
So I'm making these YouTube videos. Some of the course content you've already watched in this long course you're watching right now, I'll probably get it to clip into a second channel because it gets me more content. It just pushes my face out there, et cetera, et cetera.
And it used to be that you'd have to hire someone to do this and then have to be good. And typically it was really hard to do that because most people who are willing to do this are young people. who don't really give a shit about your business and they will fuck everything up without without without like being too dramatic that's that's just literally what happens and so this type of shit I can just give to Claude this took five seconds and then I just I don't even look at it again the only reason I'm showing you is because I want to show you like how Claude works and so let me show you the other parts of Claude that you actually need to see here so Clods very simple okay, so you need to give access to you need to get claw desktop on your on your computer right and Then you need to have the terminal you basically there's some shit in here all of this these guides are gonna be included I don't need to read over them for you right now I just these are included for free if you go to the assets link down in the description
And you'll find this video specifically in that little assets link once you follow the instructions. And all of these guides will be available to you. So I'm not going to go through them word for word and repeat myself, etc.
But just follow this process. It's very, very easy. And Claude can help you do this as well.
If you use ChachiBT at the minute, because I know most people do use ChachiBT, ask it how to set up Claude. It will help you through every process. This is what I mean.
The technical stuff doesn't need to be tutorials anymore. Typically... The only part of the tutorial that's technical is if you're sharing things that are related to taste.
So what I mean is if I'm showing you how to make YouTube thumbnails, that is a tutorial, but I'm not showing you so that I can say, here's how to use Photoshop or Canva. I'm showing you because I'm like, here is what goes into a quality thumbnail and here's what AI cannot teach you. So just keep in mind.
So Claude can drive your computer. So let's actually look at the Claude interface, right? So this is what Claude code looks like.
As you can see, we have two sections. We have Claude co -work, sorry, Claude code. Let me just switch and double check.
This is kind of open. Okay, that's completely fine. So we have the regular side of Claude, which is Claude chat, Claude co -work.
And I literally never use this. I'll be honest. I used to use it.
I didn't realize the value in it. The only time I use it now actually is on my phone because it defaults to showing up, but it's... In my view, it's pretty shit.
Like just use cloud code for everything. It can answer questions. It can do everything that the normal cloud can do, but it can also run things on your computer.
It can build softwares, websites, everything you need. So I don't even look at this shit. Now, as I said, I just want to run through quickly what cloud actually looks like.
So cloud code is here. You can give access to cloud. Again, just ask it all this technical stuff.
It's very, very easy once you start using it. Just ask it, how do I connect my Google Chrome to Claude so that you can do things on my behalf through Claude code? Don't worry about co -work.
Just use Claude code. I promise it's better. Claude co -work is just, it's just, it's a shitter version of Claude code, right?
And once you do that, you can also give it access to your MacBook or your computer, whatever you have, and it will basically have access to. add files edit files etc and that's how it builds apps right so you need to give it access there to be honest i just give it access to almost everything on my macbook because all that i have on my macbook is work stuff and it's nothing sensitive that i'm i don't want to give away to an ai or anything like that it's just stuff that like i'm comfortable with giving it to So once you do that, Cloud can then take actions on your Mac.
It can even do simple things like cleaning up your folders and stuff like that in your Mac. That's one of the first things I did when I learned it because I just wanted to figure out what was going on. But another thing is it connects to your email.
It can connect to all these other different connectors. Let me just show you that because it's quicker to show you than to tell you. So if we go to sections here, right?
Firstly, I'll show you usage. And as you can see. i have used 69 nice and 99 of fable fable is the absolute best thing ever at the minute like i max it out every week it's basically the most powerful model that claude can use so it gets shit done the fastest and the easiest and the best and i just max it out and then i use the other models when i need to all right and then another little tip is don't turn on auto usage this will be automatically turned on without your express consent or whatever it'll basically like turn on automatically so just go in here turn this off and then also set your monthly spend limit to like really low because otherwise it's going to spend like it might spend money um if you hit your limits and you don't want to do that because you're probably not in a position to spend money that you don't need to spend um also let me i'm just dropping i'm just dropping tasks here um let me see what else i can show you here while i'm in here okay so we also have connectors and connectors are pretty good because well they're amazing because for example stripe right this is how i process payments in my business i've used it for about six or seven years stripe basically creates payments
I can look at all my customers. I can check how much money a certain product made. I can basically have all the data I need on what people pay for.
And then if I ever have questions about anything, I'm like, how many people bought this product? Or how many people took up this offer that I made? And could we test a different offer here?
Or can you make me some checkout pages? Basically, if I want to create a product today, for example, if you're in a sales call with a client, And they're like, okay, send me a payment link.
I'll pay you today. You can go to Claude while you're on the call and tell it to create the payment link exactly the way the person wants it because it might be a custom payment link. That used to take a lot of time.
Not a lot of time, but it just took a bit of time that you didn't need to waste. So Stripe is a great connection. All these other ones, like I connected to TopView.
This is someone who sponsored my channel and then I realized they have access basically to the only thing Claude can't do, in my opinion. is create images and videos it doesn't have that feature which i don't like however you can just connect it to something else that does so top view is just like a marketplace for all the other ais that do have video and image like google gemini etc and then i just connect it through an mcp an mcp is just a fancy it's just a fancy way for saying you take five minutes You grab some codes from a website, you give them to Claude and then Claude can control that website without you having to go on it anymore.
All you do is talk to Claude and it'll do shit on your behalf. It kind of acts as like an intermediary, okay? Very, very simple.
Just MCPs are just a way of connecting other websites to Claude so you don't have to deal with 50 different websites to run your business. You just have to deal with one, Claude, all right? Google Drive, Google Calendar, Gmail, all this shit very useful I can say like I literally come in here all the time and I'm like, book a call with this person at 6 p .m.
or remind me to take out the washing at this time, whatever it might be. And it's connected to my calendar, which is linked up to my phone, etc. So I don't even need to I don't even need to like go on to the calendar app anymore.
I just type something in when I'm at my desk and I can do the same thing on my phone because I've actually connected this up to my phone as well. So it's absolutely sick. GitHub, this is for building apps and softwares and websites and stuff like that.
and then it also can run my chrome it's insane um there's a couple other ones like like the whiteboard i'm using for this video it's connected to claude so i can just build out the diagrams for me i just tell it what i want it makes it look nice again that used to be something you'd either waste your time doing or you'd pay someone else to do okay so i realized i was waffling i'm going to cut back straight to this document and get through this because this should not be a too long of a segment so i've shown you probably most of the important stuff when it comes to setting up cloud code it's very very simple now there are a couple of things i really want to show you here so the prompt loop so when you want to build something it will just build it um if you if you go to regular cloud or chat gpt if you don't pay for the thing that has cloud code in it you will not be able to get it to do things for you so cloud can build things for you right skills is also a part of cloud so
I used to think skills were complicated. They are not. They're very, very easy.
So skills are literally just text documents that teach Claude what to do if you ask for a certain thing. So let's say you build a skill and all the skill is, is how to make a quality YouTube thumbnail. So you tell Claude, hey, I want to build this skill.
And every single time I ever asked you to make a thumbnail for me. I want you to refer to this skill. And then whenever the next time you go in and you ask for a thumbnail, you won't even have to specify that you wanted to use that skill.
It will just know that because it'll pull from its own memory of what you've told it in the past. And it'll look for skills that are applicable to what you want to do. Okay, very, very simple.
And a skill is just a text document. It is just a document that Claude can write itself based on what you tell it. that can contain instructions for how to do something it's very very simple so if you say hey this is how i usually like to make websites this is what my brand looks like please make a skill that encompasses everything i've told you and every single time i ask you to make a website just use that skill so it's so simple you can also download skills from other people which is absolutely sick so let's say i built something really cool and My skill helps you automate YouTube video production in some way, right?
My skill, I've spent like six months tweaking it, making it better, making the instructions really good. And then I post it online. You can download it and give it to your cloud and it will do things.
I actually have things that I've downloaded from other people that do exactly this. So one skill I have, I have basically a video editing skill that will animate all my videos for me. and it will do it in one single prompt so all i need to say is animate this video it will come back with the video and the animations will be done well i don't have to ask it loads of things and that's just something i found from trawling online and just being online and looking at sort of business content etc so skills are sick they're little playbooks that claude will use and it can build them itself you don't need to learn anything technical you just need to ask it to build your skills sometimes And it will also give you skills already.
Like it'll know how to go into your Stripe account and create checkout pages so that you don't have to learn how to do it. It can also build websites for you. It can also build apps.
It can do stuff like sending out email campaigns, which used to be a pain in the ass. It can do all of that shit for you. Then we have connectors, which connectors are literally just, if I haven't already covered it here, they're just a way of connecting your Google account or your Gmail account or something.
to Claude so it can check your emails. So if I go in and say, Hey, have I got any emails from clients today? It'll just summarize them in a little text chat or it'll tell me, no, you don't have any.
So it's very easy. And it also connects to your calendar, et cetera, et cetera. I think I've already covered that.
Routines. This is a simple thing that I use in some occasions. Let me just check what routines I have currently.
So I have a, yeah, I have a routine I built yesterday, which All it does is checks all of the things that I'm working on currently every morning. It runs through all the code chats, all the cloud chats that I've been working on for the last day.
And it sees if there's anything inefficient about them. So it says, hey, you spent too long building this thing. So don't do that again.
Or it'll tell itself, hey. you didn't finish this thing you told Matthew you were going to finish and it will fix it itself. So it's basically a way for me not having to think about everything.
If I forget things, because you're going to work on so many things on a daily basis, you will forget things. And so this thing is basically built to pick up the things that I forget and just fix them or make them happen. And so it's very, very cool.
It's like a little personal assistant that does shit for you. So routines are something you can get included and it literally just. does shit it just they just do things automatically for you now i want to also give you a little tip here i recommend if you have a macbook or a laptop of any kind leaving it on 24 7 the electric bills are not going to cost very much to keep a laptop on but the benefit you get is insane so if you keep your laptop on 24 7 you can have you can basically tell claude If you talk to it, it will be able to control your computer for you and do this for you.
But you can tell Claude, hey, make sure that my computer never dies. And the reason for that is it can work on things in the background while you're not there. It cannot work on things unless it has a Wi -Fi connection and the computer is open.
So I leave mine open at all times because it does shit for me. Actually, I don't leave it at all times anymore because what I use is something called a VPS. I use a Hostinger VPS.
This is a computer in a different country that you pay like five bucks a month for. And there will be a description with all of my affiliate links. It's called Hostinger.
So go check it out. And there's a 10 % discount as well, I think they gave me. So I actually use this thing for all my projects.
So it's just a 24 -7 computer in a different country in some room that has always got a Wi -Fi connection, always works. And that means if I build an AI agent, so something to do shit on my behalf every single day without my input, it will just live forever. And so if my Wi -Fi cuts out today for some reason, I don't have to worry because everything's hosted on that.
I can host my websites on there. I can host my apps, everything I want to do that I don't want to go offline. If I want to take my laptop out and about and maybe drive to somewhere else and work in a coffee shop, that shit's always running for me, okay?
So you can also sell these. You can sell connectors plus routines. Like you can actually sell these little automations.
You can say, I'm going to build you a research bot for your specific channel about gardening that finds other gardening related videos that are performing well today. And then it's going to give you ideas for videos on your channel. So that's important.
Now, all this shit, again, this document is going to be free in the description. Just check it out. And that's pretty much how to use cloud code.
And Hostinger is also here. Again, I said that you can use it. There is a link in the description to access it.
It'll be in the affiliates section of my description. And I recommend just using this one. It's cheap.
It's all you need. All right. You can also get a domain.
You can get all this other shit you don't need to worry about. I'm not going to overcomplicate things. But yeah.
that's it welcome to phase two of this one person business course so a quick recap of what we've covered in phase one if you decided to skip or if you're at the start of the video and you've just clicked on and you want to see what each phase talks about this is what we've recapped so we covered focus asymmetric returns and understanding opportunities that sounds more complicated than it is it just means doing the right tasks when you sit down to work every day and not focusing on things that don't reward you well enough.
Then we have why 2026 is a year, excitement curve, the pitfalls that you will fall into if you don't understand them ahead of time. And then we covered briefly the services we're going to talk about throughout this course because I wanted to give you an introduction on them without going too deep. Then we talked about, we actually didn't cover the skill myth.
I cut that out because it can be summarized in a couple of quick sentences. The skill myth is You don't need to be skilled at this thing to start it.
You can get skills as you do things. It's the same with anything. If you want to get good at jujitsu, you just go to a beginner class.
You go every single day or as many days a week as you can. You start to get good at it and then you can start to do it. You know what I mean?
It's not something you can sell, but maybe it's something you can teach. You can teach other people how to do jujitsu. You can become a coach, blah, blah, blah.
You have to get good at the thing first and that starts from zero. So put your ego aside, put everything to the side. And just start, okay?
That's all the skill myth is. If you put barriers in your way for why you can't do things, and you probably will do this when you're starting a business, you'll talk to your friends and your family, you'll say, oh, I can't do it because of this, or maybe I shouldn't do it because of this. That's all your own bullshit.
Like, I hate to say it, and some people might not like to hear that, but that is literally all it is. It's like, you can invent reasons for anything. People in lesser situations than you have achieved this exact outcome that you want to achieve, whether that's getting your first client, or building a business or having success.
Any of these things are within the realms of possibility. If you have the ability to watch this video right now, you have the ability to build a business that makes money. That's just the facts.
There's workarounds for everything. No matter what your problem might be, maybe you're 16, you can't start it. Oh, I can't start it because I can't have credit card running through someone else's name.
You know what I mean? Maybe that's illegal for me to tell you. It's probably not.
Who cares? You know what I mean? I'm not telling you to do that.
I'm just saying they're workarounds for everything. All right. Then we covered setting up your tools.
Now we're going to cover the offer. Right. And this is pretty important.
So let me just switch over to the first lesson. So I firstly want to cover your offer and price. So one sentence, your offer should be one sentence.
A stranger understands. And then a number you say without flinching. Right.
So I help these people do this thing. In summary, now let's just actually go through what is the sentence? What is the offer?
What's the structure? Now, I highly recommend, actually, I don't recommend this just yet because it's a little too advanced, if I'm being honest. You could read Alex Ramosi's $100 million offers.
It is a very good book. It's quite beginner. It's a very good book.
And it will give you a good understanding of all of these things. The reason I would not tell you to do that straight away is you're going to overwhelm your brain with books instead of doing things, which is what you need to do. You just need to do things.
So many people read books on everything at the beginning because they think that is the smart thing to do. It looks smart to other people. They want to position themselves as someone who's starting a business.
But at the end of the day, they're not getting outputs. So if you want to have outputs, reading a book is not an output. It's definitely a good thing.
It's better than sitting watching Netflix or whatever. It's not an output. Do not confuse the two.
If you haven't done an output today, but you've read a book, you should not be happy. And you should be happy at the end of the day if you've done an output. If you do an output and you read a book, great.
Brilliant. But do not have anything without the output. The output is the absolute goal.
Having something done at the end of the day that will further your business and the ability to make money is the end goal of every single day for you at the beginning. All right. Nothing else matters.
Nothing. That is the most important thing. If you don't focus on it, people waste years reading books, going to seminars.
all of this shit just to feel like they're going to be successful and they don't actually do anything about it so if you want to actually be successful it is a matter of getting up and doing the work simple as all right so let's get into the offer so firstly we need to start with who a specific kind of channel so we're specifically talking about in this course we're talking about YouTube channels that need our services, right?
So we need to define specifically which YouTube channels. So what does this look like? Well, you could say all fitness channels.
It's not all the same, not specific enough. There are many types of fitness channels. There are, for example, jujitsu channels.
There are people who tell you how to get better at that, how to balance weight training with jujitsu, how to do cardio, blah, blah, blah. There's so many little specific things in there that make that different from a woman teaching yoga to 60 year old mothers.
All right. So you need to understand the specific kind of channel you want to serve. You also need to make sure that the kind of channel you want to serve has a wide enough total addressable market, right?
So this is getting a little bit more, it's not that technical to be honest, but total addressable, let's just write this down so you understand it. So TAM is total addressable market, right? And this is the amount of people.
that you can address the amount of people that if you wanted to do business with everybody in the world for this specific thing this is the amount of people that there are in that category all right tam very very simple how many people are there so you need to pick a specific kind of channel so the base has to be if you're offering youtube services you're not going to go to tiktokers you're going to go to youtubers so that that like narrows the gap Obviously, then from there, you need to narrow it down again to a subcategory.
So fitness, let's say, then from there, I recommend that you go even deeper, you go to a subcategory of fitness. Now, this is going to reduce the total addressable market. If you imagine it in simple terms, you have, you know, people in here, let's just put this stroke on here.
let's do whatever this is okay you have people in here and then you have you know this is this is like um women who teach yoga to grandmothers right then out here you have a bigger circle this is yoga in general then you have women women's fitness then you have fitness And then you have YouTube content for fitness people.
It would be another circle. So you're just narrowing this down. But you have to understand that if you narrow it down too much, then you're going to reduce the amount of people you can speak to, which reduces the amount of money you can make.
Very, very simple. Makes sense. OK, if you if there's 100 people there and you can reach out, you can only reach out to 100 people max.
And then like at the beginning, when you don't have any credibility, et cetera, et cetera, it's going to be more difficult at the beginning. I'll just make that clear. Then you're not going to have as much opportunity for business.
Like if you were if you were dating in the middle of Siberia compared to dating in New York City, you're going to have less options. so we need to figure out how we can choose a specific type of person with a large enough total addressable market and that's actually quite simple all right it's something we can solve so specific kind of channel so we need to solve a problem for a specific kind of person the reason being we need to make sure that we dial in our processes to apply to the specific problems they have and then we can charge them more money because if we have a solution to a more specific problem then it is easier to charge money because that person with the problem is going to realize that this is a solve for their really specific problem.
Because they've probably looked for solutions to their problem in other ways, but they couldn't find them because things didn't apply specifically to them. So if they were looking for business advice, they can go to Alex Ramosi or they can go to someone else, but it's not going to solve the little specific issue that they have.
So that's why they look for specific issues. And this is where value is created in this way, okay? Then we have problems.
So the first thing is, who are we targeting? The second bit is the problem. What is the thing that is hurting them?
Is it specific to them? Now, this can be a wide issue, but you can frame it as a specific problem. So you can say, okay, I clip up content.
I have an AI process to clip up your, like right now, I'm currently clipping up this content. probably later, my AI will trawl through this video, find clips that will work on their own as a standalone piece of YouTube content, and it will put them into a clip. So if you're watching a clip of this, hello, but you're in the main course.
So you could solve this as a problem to people who create fitness content. Let's say people do live streams every morning talking about fitness and talking about the yoga issues that women have day to day or whatever. You could come in and say, hey, I will, I will make sure that five pieces of content go out a day without you lifting a finger.
All you have to do is keep showing up to the live streams you're already doing and I'll clip it up for you and make more content. So that's a problem that could be applied to any business, like any business owner who makes content on YouTube. But then you can apply it to them specifically and you can say, well, I know how to specifically get yoga viewers.
tuning into your content more by packaging my clips in a way that targets them. Okay, so that's just part of the messaging that you're doing, right? So we have who are we solving?
What is the problem they have? They don't have enough content going out, they're not getting enough eyeballs. And then we have the outcome, which what is true after you show up.
So after I show up, you have five more pieces of content going out a day. That is the solution. And you get more you get more business from that.
So Simply just saying content is not going to be enough. Saying I will book you more calls or I will get you more sales in your product is where you need to do it.
You need to position it as money. Money is the biggest pain for everybody, no matter what. Money, relationships, and health.
Those are the three key pillars. So if you just say, we make more content for you, that doesn't, in a very visual and clean, simple, like five second glance, how does that make me more money? Obviously, getting them more content will make them more money, but you need to spell that out whenever you're selling it, right?
And you say, we're going to get you more book meetings. We're going to get you more customers. Here's exactly how.
Very, very simple. Dial it down. Okay, so the outcome, we know who we're targeting.
We know what their issue is. We know what outcome we want to give them. We need to also have proof.
So why am I teaching you this course right now? Well, because I have built multiple businesses. as a one person business, I've been able to make income like a substantial amount of income without having a big team of people around me.
And so that is why I'm qualified to sell you or not even sell you give you this free one person business course. Because I've done the thing that you want. And I demonstrated that early in the video, I showed you my credentials, I said, Look, I've built these businesses, you can go verify my income on other, you know, articles or whatever's been published.
And I show you that like, I mean, you can even see that I have a studio. So this, I'm not somebody just, you know, going to an Airbnb and trying to like whip up some course to sell you. I've actually got a production studio behind me.
I've got everything professional. And so you need to have the same thing with your offer. You need to have some kind of proof.
Now we'll get to how do you prove it if you haven't got previous experience later, that is another issue you do need to solve. And we'll cover that, right? So you need to have proof and why should they believe that you can achieve this result?
Then you have a price and we'll cover this as well, which is how much am I going to charge? Ideally. I mean, almost always you need to give them a return on their investment or else they're not going to continue paying you.
So if you're making content for them, that needs to bring them in more customers and more revenue than they pay you to produce that content. Otherwise, it is a shitty business decision from them. If they pay you a grand a month, they get 600 in sales.
Pointless. but if they're able to turn those 600 in sales into you know five grand in revenue because of something else you help them with like hey we'll upsell the people that are in your current product to something else that they need you've now created five grand in value for them with the one grand that you were charging so that's how you can you can basically do that right so let's go through some examples let's say we're targeting coaches and consultants with a channel under 10 000 subscribers so this is This is absolute like this is absolute, you know, guru sort of what's that word?
Guru inception. This is guru inception where you're targeting people who are coaches. You're coaching them on what to do or you're helping them coach other people who probably coach other people.
Right. Quite funny. It's just the way that things are.
But let's say that we're targeting people who coach fitness. All right. They're a yoga coach, right?
They film it and then the footage sits there for weeks and nothing goes out. That is the problem. So this is a very common issue, right?
This is something that I'm certainly considering selling as an offer in my business where I know how to clip up content with AI. I know how to do it in a way that's very, very efficient that requires very little input from me and can be done consistently and can actually bring in sales and revenue for our business. And so that's a very simple problem to solve for someone because everyone makes content if they're in this game.
If they're making coaching content, right, they can have their content clipped and repackaged as more stuff, either on TikTok or on YouTube or whatever. So a yoga coach films content every day and doesn't get the most out of it. And so their time is limited because they can only film so much content a day.
But if you can apply some finesse here, you can think, okay, how can I make your content go further? And how can I make sure that you make more money without adding effort? Because that's important.
If they add effort, they're not just having to pay you, they're now having to do more, which they don't want to have to do. If you're pitching them, you need to make it as easy and effortless as possible for them. Otherwise, why would they pay you?
It makes no sense. So your outcome is four videos published every month without them touching an edit. This is in the case that you're just producing their normal content, but you could have five pieces of content a day going out, clipping up their original stuff.
Now, proof. So three I've already made and the guarantee underneath. So just show three examples of something you've done before.
Again, we'll cover that. Like, how do you do that if you haven't done it before? Blah, blah, blah.
You could do some work for free. You could... do example portfolios put them in your description and you could also work on a performance basis so you don't do anything and like you don't get paid until you actually achieve you could earn a percentage etc etc now price which is 1500 a month and you have to justify that price based on what you sell by saying we will with this amount of content like here's how Here's how someone pitched me a really good pitch I received when someone was pitching me webinars for my business.
So let's say I was trying to sell my AI partner program to you guys. And to do that, a good mechanism in 2026 and 2027 is webinars. So we create a three day event.
We give you a reason to show up for those three days. So I say, I'm going to teach you stuff I've never taught on YouTube before, stuff that nobody else is teaching. We're going to have prizes.
I'm going to give away gift cards for people who show up and stay there for a couple of days, et cetera, et cetera. We create some hype around the event. And so this person basically, this person came to me and said, hey, I will produce the webinar for you.
I'll make the big slideshow. I will set up all the emails. I'll do all the technical stuff.
And be on camera and everything else is laid out for you. Just go through the presentation. A great offer.
This offer made money. This person was actively making money. He was referred to me by someone else.
And he also cold pitched me as well. So I was like, okay, I have a two points of contact with this guy. He's probably good.
Let's talk to him. And he made a compelling offer. At the time, it didn't work out.
I didn't want to do it. But how he sort of pitched it to me was, this wasn't someone with a huge amount of proof. But what he did was, okay.
He gathered some information up front. He said, how much is your product? So I say, okay, it's $1 ,000, for example.
And then he says, okay, $1 ,000. Let's just put that into our little, he had a little math calculator he made with AI. So he's like, on average, this many people show up to a webinar, like 1 ,000 people show up to a webinar.
40 % of them get to the sales pitch at the end. And of those 40%, you know, it becomes 10 % of the original 1 ,000 purchase. So if you get 1 ,000 people showing up, you're going to make 100 purchases of $1 ,000, for example.
So then I'm making $100 ,000. So what is the time it would cost me? What time and stress and thought processes would it cost me to create this webinar and create this event and also show up?
So I have to weigh up now the time that it requires. to produce all of the content and technical stuff for the webinar, ensure that it runs smoothly. I probably have to have someone there managing it as well.
So I'd have to hire someone anyway. And so I have to weigh up this in my head of like, how much would all of this be worth to me if I was guaranteed to bring in $100 ,000 of business for my company? So this person was like, okay, well, I'll charge you $4 ,000.
If you can get this many people to show up, you will, we estimate. based off a fair estimation that you will make at least this much this is the range it could be between 50 and 100 000 right this is all example numbers but that's a very clean way to do it on a call or even before a call you can do it in the email be like hey looking at your youtube numbers you're currently like this is something you could literally pitch to people um ahead of time is you could find people's youtube channels say okay you're getting 20 000 views a month in the yoga niche We have looked at other webinars and the performance of them, or we've estimated based on our knowledge of webinars, whatever you say, that if you get 100, like with the amount of views you're getting, which is, I don't know what number I said, 30 ,000, let's say, 30 ,000 people watch your channel every month, you could probably get 1 ,000 of those to show up on a webinar at the end of the month.
Of that 1 ,000, we predict that you make $15 ,000 in revenue. So for $15 ,000, if I do all the legwork for you and you show up for two hours, you don't have to do anything else apart from give me a little bit of information and show up on this call. Do you want 15K?
You will pay me 4K. And so I am producing 15K in value for 4 ,000. And for them, like all that shit can be set up with AI.
You know what I mean? Like this is, that's another offer you could sell. You can sell webinar funnels to people.
You just have to learn how it works. This stuff is not complicated. It might sound like, oh, you know, I don't know how to do that though.
I've never done it before. What constitutes a good thing? You can go on YouTube or you can purchase a course or something.
Like probably purchasing the course is the easiest way to do it because you just get to the answer quicker. You pay someone who already knows what to do. You'll look at their sales page if they're selling a course on how to build webinar funnels or whatever.
And you'll see, has this person actually sold webinar funnels before? If they have not, I do not buy the product. If they have, great, I go in, I watch the content, I learn how to do a webinar.
Then I go out and pitch that to people. That is how you sell a webinar product. So you can sell that with a couple of hours of work.
You can set up webinars that are worth four grand to someone because you can show business owners the math behind how they're going to make money from this webinar. If you can do that, It is a much stronger pitch than just saying, I will do webinars for you.
Well, why should I even care about doing a webinar? That's the business owner's first thought. Why do I care?
A webinar is just more work to me. But if you can say, well, this person is doing webinars. He's currently published that he's making X amount with webinars.
You should be doing them as well. I'll do all the work for you. And even at the beginning, if you have no experience in this, you can say, I will take a very low base rate.
or I will do this on a performance basis. And then we can turn this into a monthly recurring thing if you want after. So if you actually make money from this, I'll do as much of the legwork.
All you need to do is show up for two hours. I'll make sure that everything is by your standards and that you're happy with absolutely everything before we go ahead with the webinar. You don't have to do any work ahead of time.
I'll go ahead and do this. All I need is some sort of small commitment, sorry, small commitment of 200 bucks. To do this so that you know this person isn't just going to make you do all this work in depth.
But that's how you'd pitch like a webinar funnel if you had no clients. That is how I would pitch a webinar funnel if I had no previous clients and if I wanted to sell this to content creators and coaches. So back to the course.
So we have now looked at the offer. Quick recap here. So.
Obviously, there is a lot of information on the page, so I kind of want to zoom this in. Who are we solving the problem for? What is their problem?
What outcome can we give? What proof do we have that we know how to solve this for that person, this specific thing? And how much are we going to charge them?
So we've covered all that, right? Now let's go into the three things that a stranger buys. So somebody has never heard of you, is not going to weigh your skill with any value.
so They are they are weighing three things in this order. Let's just go into it So these are the things people want new money money. They do not have yet Four more videos a month in front of new people selling what you already sell getting them new customers This is the easiest thing in the world to sell.
Everybody wants customers name me a business that does not want more customers So We will cut your old videos into shorts. Now, this is because of what I've put into the AI is obviously pouring out of this because I was writing what I was writing.
This is actually an offer you can do that works. However, the issue is it is not as appealing an offer as. helping them create the original four videos.
So this is only valuable if they're already doing that. So that's what you need to understand as well. If they're already doing loads of live stream content, it makes sense to sell this as an offer, right?
To sell, we will clip your stuff. If they're not currently producing daily or multiple videos a week, then it's probably the case that they wanna produce more original content. And you can worry about this stuff later.
This can be an upsell to you as an agency owner or a service business provider because this is not their problem at the minute. The problem is I'm not even uploading content. So I'm not going to worry about like, oh, I need to clip up the content I'm already making.
They don't have it. So you need to bring them new money, right? This is what a complete stranger wants.
You need to remove the risk as much as possible. They don't know you, all right? They have never met you.
They're never going to meet you, most likely, in person. And so their initial, like, it's kind of like saying, you know, like, why do you not buy any product? Like, you think you'd go on Amazon.
Are you going on Amazon and looking at the shop, right? Being like, okay, I need a pair of flip -flops. Am I going to the Amazon shop and looking for like the Chinese brand of flip -flops?
and going oh Zhuangzi sell these great flip -flops I have to go and find out who the owner is find out their personal story what things have been difficult in their life what they like do they like to read I don't give a shit about it. I'm looking for flip -flops.
I have five seconds to look for flip -flops on Amazon. And so the same thing applies to when you're starting a business in the service industry. You are wanting to reach out to business owners who do not know you and do not care about you.
So you have to reduce the risk on their part. That is why on Amazon, when you go and look for flip -flops, you will see Amazon recommends because Amazon is a brand that has trust. Then you will see five -star reviews, 20 ,000 five -star reviews.
that removes risk that says 20 000 people have bought this before i'm not going to be the only one to buy it because initially if you were going on the website and like back in the day you didn't know when you ordered something online you didn't know if it was going to come in a good way or not if it was going to be shit or not And so that is why trust and credibility are so, so important.
And so you need to reduce risk as much as possible. You need to add social proof where you can in your pitch and you need to reduce risk in the actual offer itself. So Amazon also does this in everything they offer.
They say, we'll give you your money back within 14 days if you're not happy. You just send it back to us. That's how they de -risk the offer.
If Amazon did not offer a money back guarantee, if Amazon did not have five star reviews, No one would be purchasing their products. They'd go somewhere else that does have those things because people want to de -risk.
Because people are busy. They don't have time to think about, oh, if this doesn't work, I can just afford. People don't have endless money.
You know what I mean? They can't buy flip -flops every day. So the same things applies to your business, all right?
So here's how you might position that. First video is on me. You pay when it's published and if you're happy with it.
So let's get on a call. Let's have some fun. let's produce a video together i'll go off do all the work for you and you just show up and film in it we'll post that video if you enjoyed the process of making that with me if it made the video process easier for you let's do it again and now we'll start to charge you're going to have to put in work here and not get returns that's just part of the game like you're going to have to do things and not get paid for it and feel like you're wasting your time it is just a numbers game Don't look at it as like, oh, I did this one video and then you dwell on it for a month about how you did this and the guy never wanted to work with you again because he just didn't see a return.
Forget about it. You can do it over and over again. You will eventually succeed.
If you're following the processes that I've laid out here, you will succeed. If you ask for $2 ,000 upfront and you have no experience, why would he pay that? There's no reason.
Trust me, I'm good at this. Now. I don't trust you.
I need someone to recommend you that I really trust. Or I need to see that you've done this for loads of other people. Or I need to see an influencer that you've promoted that I like so I can see, hey, this shit actually works.
Otherwise, I'm not going to take the risk. In the internet marketing world, in the internet marketing world that we live in, you know, these big, everyone's sort of teaching business now. And so you have a billion little broccoli heads in Miami saying, hey.
We'll double your revenue and you just pay us 3K a month and we'll do this and that for you. No one, like the trust level has reduced because these little broccoli heads in Miami have delivered such shitty services in the past that it requires a greater level of effort to convey that you are worth trusting. So that means doing things for free, upfront, if you have no experience.
building things yourself and demonstrating them on your sales page that, hey, I can make webinars or I can produce this service, blah, blah, blah. This is the level of quality I produce. If you don't show that, then you cannot demonstrate to the person that you know what you're doing because that is all they want to see.
They do not care about anything else. They just want to see that you can do the thing that they want at a really high standard and ideally that you can produce results and you've done so for other people. And that only comes with experience and doing the thing over and over again.
You will have to hit rejection every single day. If you don't want to hit rejection, go and work in McDonald's. Like that's, if you don't want to do it, no problem.
Someone else will come in. Someone else watching this video is going to do the shit that you don't want to do. And in a year's time, they will have a business that you wish you had because they wanted to do the shit that you weren't willing to do.
So just understand that you can do this shit. It's not rocket science. Like you can...
Figure out a service that people want to buy. You can sell it. And you can do that over and over again.
You can put in the shitty reps that nobody wants to do. Nobody wants to show up to the gym when they're fat. I've done it before.
I used to be fat, right? A couple of years ago. Not like obese, but like I had some weight on.
I didn't want to go to the gym because it was like other people are going to see me looking fat. I'm going to look out of shape. You know, it's not going to be good for my confidence, blah, blah, blah.
And then also it was like, oh, God, it's always the hardest starting the gym whenever you're out of shape because you're out of shape. You're going to be sick at the beginning. But how are you ever going to get to the better stage without doing the shitty hard stuff at the start?
So you could sit on this and dwell for a couple more years and you could not start a business or you could just start taking action on this shit today. It's not complicated. You just have to commit to it.
You have to accept. Just my expectation when I went to business was nobody's ever going to pay me for anything. I'm never going to make any money.
But I'm confident that it can be made eventually if I keep sticking at this shit. But the expectation is not on a daily basis. So on a micro level, I did not think, oh, I'm going to make $1 ,000 today.
But on a macro level, I thought, well, I can make $100 ,000 a year if I stick at this. Because on a micro level, it's very, very hard to see results. Because if you think about anything.
Right. If you looked at a YouTube channel's trajectory for a year, they're going to have big videos that spike, right? But if you sit every single day and you expect a video to spike on day one when nothing spikes, you're going to quit because you're going to say, well, I expected this.
My expectations were not met. And so therefore, this is a waste of time. Whereas if you set your expectations here and gradually raise them over time as you produce more stuff.
then it is more likely that you're going to stick at it because it is a mental game. It's very difficult to stick at the business whenever you haven't got experience, you haven't previous success, et cetera, et cetera. And you're probably leaving something behind that was previously paying you.
So you have a job or you have a university degree with the promise of more income as you get into your career ladder. So that's why business is so hard and most people never do it. And it makes it easier for the rest of people who actually do commit to those things.
And if you want to be in the game, you just got to play it. You just got to get up every day and do the shit that other people won't do. Back to the video.
De -risked. Okay, so you've removed the risk. You've promised them new money and done for you, right?
Just cover this again. I just want to make sure I know what I'm talking about here because I go on tangents. The three things a stranger buys.
Yeah, so. If shit is done for them and it reduces stuff from their weekly plate, they can focus on higher leverage tasks. So if you're going to come in here and let's say, like, if I could get someone, if I could get it to a point where, for example, my YouTube videos, I don't even have to tell Claude to edit them.
If Claude just did it for me, Claude would be inherently more valuable to me. However, it's already valuable to me because Claude edits all my videos, right? That means I don't have to reach out and pay a video editor.
So reduces my cost. So Claude's a really easy purchase for me to make, for example, because it's a video editor, it's a web designer, it is a programmer, all in one. So what is the pain that Claude's taken away from me?
I pay 200 bucks a month. I pay for usage credits when I need them. The pain it removes is like, I have to manage a human being, which is a video editor.
who might do this like in my experience most of the time does a shitty job and then it has to be revised again i have to pay them i have to communicate with them i have to upload files i have to do all of this technical bullshit that i don't want to do whereas with cloud i can just drop it in type a simple prompt that says edit this and it will do it so that is essentially you need to be that solution to other people when it comes to whatever it is you do so if it's for youtube you make the upload process or whatever it is easier for other people so you're not teaching them stuff because you don't have a personal brand and a big expertise and all this stuff you can't get away with just saying i'll sell you a course on how to produce content they don't want that that's more work for them and you don't have the credibility to warrant their spending of time on your content if you had If you had worked with Mr.
Beast, if you'd worked with Alex Ramosi, you worked with all these people, pretty obvious you can sell a course because you're like, your information is valuable on its own and there's no requirement for you to spend time with them. You would be able to charge a lot of money if you'd worked with these people because they know that you're really good at this thing.
But even your information alone is going to be valuable if they can apply it to their specific situation. And so in your position, you cannot sell them information alone. You have to do it for them.
And you can do, you know, the beautiful thing is Claude can do most of that for you now as well. You just need to know what you're doing, quality control the process, and have Claude do it for you. This is why 80 % of the work gets removed with how AI has moved.
So, if you miss these three, the number doesn't just lower to something else. You do not get the business at all. You don't get replies or calls or anything like that.
Now, the offer's job is not... is not to close them all right straight away it is just to book the conversation with that person whether that whether you take a sales call or you just take a you know dm conversation i've had people pitch me in the dms and i've never i've never jumped on the phone with them and i've paid them thousands of dollars that's just the reality i've paid people because i don't want to waste time on phone calls if they can convey the information to me i'm happy with it i don't really give a shit about sitting on a phone call with someone Sometimes I want to do it if I want to suss the person out and see if they're a good personality, if I'm going to be working with them a lot.
But if I'm getting someone to design a website, I don't need to sit and find out this person's life story.
A little caffeine break, right? So how long have we been filming, by the way? I think like been a solid 40 minutes at this point.
So I'm feeling good. The author's job, as I said, is to get the conversation going.
If we send 300 emails to yoga studio teachers, let me just drag this. 300 emails, we get six replies, two calls booked, one sale. We have now reverse engineered the process of how many people do we need to reach out to to get a client.
So we need to send 300 emails to produce $5 ,000 in revenue. So what do we do from there, right? Let's just go down to what I've written first before I go on another tangent.
So this is the hard part, right? If you don't have a good offer, this number will be zero. These numbers will be almost zero.
This number will probably be zero as well because the offer is the thing that's being sent to them in the first place. That is the first point of contact. So two examples.
If I sell an offer that says I've worked with Mr. Beast, Alex Ramosi, and 10 other big YouTubers. and i send out 500 emails the reply rate to those will be obviously much higher than if i say i'm 17 i'm really passionate about youtube and i want to help you with youtube because there's nothing in it for the person then you know you haven't demonstrated that you have credibility by association with other people and so they have no reason to even reply or open your email you also need to make sure that the email there are many Variable parts in this obviously that the subject line is good and it catches their attention and the email itself Is inherently interesting and visually appealing to them so it can be a plain text email But the shit that's written on your email has to make them want to open it or reply to you Okay so Say the thing do not name the thing So I actually want to cover this as well because this is quite important before before I move on to the next part
So, how should you approach sending emails? The definition of insanity, let me get a full screen for this, maybe we'll turn this into a clip. The definition of insanity is doing the same thing over and over again and expecting different results.
So, if you want to send 500 cold emails, you have produced a new offer, you've put effort into making a nice sales page for it. You've de -risked everything for them. You've said, we're going to have you produce 10 more YouTube videos a month without any more of your time being expended.
So you've done all that effort. Now you're sending 500 emails. You need to look at the numbers after a few days and say, how many people opened this email?
Then we can split test the variables. So if we send, let's go back, 300 emails and we get six replies. We know that of those six replies, we get one sale.
So per reply, per six replies, we get one sale based on our closing process. Very, very simple math. So how do we get these replies up?
That's obviously the first thing. The first solution is check our offer. Can we make our offer better?
If our offer offers the easiest thing to fix, because the offer fixes all of these things. I mean, the offer drives up the amount of clients you get. through sales it drives up the amount of calls you book drives up the replies so the offer is the base the offer is everything that's why the most important thing is getting the offer and like i do recommend alex and mozzie's book if you're if you have enough time to dedicate the business and you're not going to waste your time reading books and not doing anything i recommend you reading that as a piece of content right i'll also produce loads of specific content on how to run a one -man business and produce offers that sell to people all right So they offer us the base.
Then we have what's in the email. So is the email, does it have a good subject line? Does it grab their attention?
Does it say their first name or does it do something that grabs their attention in a positive way that makes them want to open the email and they don't feel deceived? They don't feel like, you know, it's a waste of time, et cetera, et cetera. So subject line is the first variable that you can test.
So let's just, how do I, uh, where's my text? So Let's just do it here in a small way.
So in our initial test, we need to look like a scientist at this, right?
So we have all these things. So if I was a scientist and I wanted to turn this black so it just looks a little bit easier, if I want to increase this you know in the number of the emails sent how many replies do we get if i want to turn that from six to seven i'm never doing that again by the way if i want to get this number up to 10 or let's say for simple math sake i want to double the reply rate on our email campaign then i need to look at the things that are influencing this number changing So starting with obviously the offer, making sure that that's good.
Then we have the subject line. So sorry. Then we have the email content.
So what's in the email? Then we have the next step, which is, are you asking them to fly to, you know, New York to meet you for a four hour meeting? to make this work or you ask them for a simple phone call or you ask them for a dm conversation you can add me on whatsapp here we can talk that to me is a better option than hopping on a phone call i would much rather as a business owner depending on who you're selling to but i'm much rather as a business owner if someone pitches me just say text me here here's my number because that doesn't require me to coordinate times with someone and Block out at part of my day to talk to you that allows me to at any point in the day I get your number.
I text you Best thing to do though. If you're going to do a CTA we can cover this later but if you're doing a CTA and You don't want to say send a book a call link, which is something that works That's just the main thing to do. By the way, this is I'm just giving you other ideas people don't want to give their phone numbers away if you're pitching people people don't want to give you their private whatsapp because For example, I've been pitched so many times.
Sometimes I give up my number a couple of years ago. I don't do it anymore. But then like among my messages with my family, I have this little broccoli head from Miami trying to pitch me on a webinar funnel, right?
Which I don't want at this point because he's probably annoyed me. So if you're going to send them a thing that says, hey, let's message, what is the best messaging platform for you? So for me, I might use Discord, all right?
I use that for my customers. So if someone pitches me on something, discord is a work only platform for me so i can speak to them on discord and if i don't like what they're saying or if they're spamming me i can just remove them from discord and they're out of that but they never interact with the same app i use with my family this is such a basic thing but like it's just something that you wouldn't think of as a beginner so i just want to give you as much information as possible i know i'll go on tangents in these videos but I want to give you as much information as possible as I go through this process because there are so many questions and things that pop up in my head that I used to have when it comes to, well, what should I send them?
You know, what way should I call to action when I'm sending cold emails? Okay, this is all very simple. So these are the things that you're split testing.
If we want to double the reply rate, so we want to, you know, 100 % multiply our reply rate. We need to fix these things and we test them one by one. We do not test multiple things in the same campaign.
So we sent out 300 emails. If we want to get this number up, the first thing we do is we change the offer. We do not change anything about who we send the emails to.
This is why it's important to have a large total addressable market, as we talked about earlier, because... if we're reaching out to people in a very specific niche and it's too niche then how is it that like how are we going to send like enough cold emails at scale that we can properly test our cold email campaigns that's what i wanted to say i want to think about that before i said it because we need to be able to test with decent numbers what is working and what's not working with our offer so if we're sending out 300 cold emails to business owners in our target market we need to see the the feedback if we go back to the systems jesus i nearly broke my life if we go back to the systems part of our course where i said we have inputs processes outputs and then feedback this is exactly that We have a feedback loop of how many replies, how many calls booked, how many sales.
So the first thing is the first touch point is replies. So if the feedback from our first campaign is that we got six replies, we need to look at the first variable that we can test. This is all, this is so simple.
It's so easy. You just say, okay, we'll change the offer then. Send it to another 300 people, same demographic, same target niche.
And then if we get eight replies or if we get four replies, we can reasonably assume. that the offer was better or worse. And then from there, we dial in the offer first.
So we do it a couple of times until we get that number up. And then we dial in, then we go to our next email campaign and we change the subject line. You might want to change this first.
It doesn't really matter. This is just an example. But we then want to just test the next variable until we get that number up or down.
If it goes down, we don't send that email. We send a better one. And how do you send a better one?
Well, that's down to TS. This is why you kind of join paid communities and shit like that. You get around people who are smart.
Don't join free communities or try and learn everything off YouTube because it's just like, you know, you're only ever going to get a general view of things. You're never going to get the specific problems. If you want someone to review your cold emails, you've got to be in a room with people who are actually serious about business.
You're not going to get that in a free community. You're going to get a million people who are like, wanting something from you who are like, yeah, I'm from here.
And I was like, I just looking for some friends. I play gaming while I, you know, run my business. It's like you want people who are serious.
People are fucking showing up to work every day, want to make money. If you want to make money, that's where you got to be. So highly recommend you join AI partners when it's live.
It's not live right now, but it will be. Subject line, email content. What's in the email?
Have you sent them a nice personalized thing or is it just some generic dog shit that, you know, everybody else could send them? This is the next thing you test. You send out another 300 emails.
You keep putting these reps in until you get something right. And then you keep doing all this shit. The next step, CTA, are you asking them to hop on the phone or you ask them to text you on WhatsApp?
Okay. And so you need to scientifically and meticulously test every variable if you want to change the reply number. Because that is the first thing that gets you.
You also might notice. in this process that you get your replies up so you like you can make an offer perfect example you can change variables okay let's just focus firstly you need to focus on getting the number of income like the number of clients and income you're bringing in up that's the most important variable of them all it's not reply rate it's not calls booked it's income so it would be very easy to get more views by talking about something to people who have no money.
So if I were to make content, the vast majority of people who watch my free content, and I'm very happy you're here, are from countries like India, where they have less income to buy products from me, but I don't mind. I don't mind. You can watch my content for free all you want.
But you could tailor your cold email campaign to companies in India. who may respond at a higher level or book more calls, but they might not have the money to purchase because you sell something that's too expensive or it's maybe not applicable to their specific situation in India. So it's easy to tailor your cold email campaigns and then think that because your reply rate is going up, everything's going gravy, life's great.
But if your income is not changing, then you're targeting, you're getting replies from the wrong people because they're not buying anything. I didn't mean to single out India, by the way.
So if you're watching from India, all love. I have some friends, I've lived with Indian people, all good, right? But you need to understand the most important metric in a business.
in you actually sending outreach to people, whether that's making content, sending cold email campaigns, tweeting, whatever you're doing, is how many customers do I get? How much money can I bring in? Because if I can't bring in customers at the price that I want to sell them at, then replies are worth nothing.
This is why people make content and then they talk about like, oh, look, well, we got a million views last month on TikTok. We got a million views. You know, we kind of know what we're doing.
But it's like, yeah, but how much money did you make? Like you can get, I got 100 million views on TikTok when I made TikTok content about personal finance stuff. I private all the videos because they're a bit cringe.
But I get like 100 million views. I did make good income. But in comparison to when I started making very specific content about my business for YouTube and other platforms, I made a lot more money because I knew exactly.
who I was targeting and I had specific offers and products for those people than when I got 100 million views and it was just random people who didn't want to buy shit from me and who didn't have money. So no one gives a shit about how many views you have. No one cares if you're like, you know, I'm pretty much, you know, we kind of did heavy views last month.
It's like no one gives a shit. Yeah, you got it. How does that produce revenue for your business?
And so it's the same thing when you're pitching people, if you're pitching people, don't pitch them more views. No one gives a shit. Pitch them more money.
That is why you're pitching a business owner, a business owner. Okay. Is a business owner going to pay you in views?
If you say I'll bring you a million views. Okay. All right.
Well, no problem. Um, you know, give me your views bank account and I'll send you a thousand views and then you can go on, you can produce my content for me. No, that would be ridiculous.
Obviously that would be ridiculous. Like They're not going to pay in views, so don't promise them views as a metric of success with your offer.
You're going to ask for their money, so you need to offer them a solution to get them more money. They need to make more than they're paying you, okay? So don't offer them views or bullshit metrics.
Say, we're going to bring you more clients. They will know how much a client is worth to them. Otherwise, we're going to bring you more revenue.
Now, don't say a specific number. A really stupid thing people do is they promise a specific number. And the reason that's a stupid thing to do is it looks like you're bluffing.
If I'm a business owner and someone comes into my inbox and they say, we'll make you an extra $30 ,000 this month. We'll add 30K to your income. Well, first of all, you don't know anything about my business.
So how do you know that you can add 30 ,000 to my business? How do you even know how much I'm making right now? Right?
So they're going to promise you 30K and then they're going to come up with these bullshit generic numbers that don't actually equate to anything because they just pulled them from Google or they just made them up. So if you're promising income numbers, say we can get you more clients by producing more content for you. That to me is less bullshitty.
But if you just pull a number out of your ass because some guru on YouTube told you to, then you just signal to. serious business owners that you are a liar that you're full of shit because they can see that you don't know the information on what you're predicating your your offer on so if you're offering them 30 grand a month in revenue they're going to be like well how do you even know how much my offer is and how do you even know like how many costs how many like they're going to know their internal numbers most of the time so they're going to know if i get 100 000 views on youtube that equals 10 grand more in revenue you don't know that So you offering 10 grand more in revenue, they start to think, they start to reverse engineer your thought process and think, well, 10 grand more in revenue means he produces 100 ,000 more views.
How does he know he's going to produce 100 ,000 more views? What math can he demonstrate to me in this cold email that he knows how to achieve that result? And you'll have nothing because you'll just be saying, I know how to get you 20 ,000 more views or we'll five extra views.
We'll add 20. Hey, this is the one. You mind if we add 20K to your income, your top line at the end of the month?
No, I don't mind. But I'd rather you just leave me alone because you're pitching me bullshit. You're pitching me a number with no backing.
You don't know what you're doing. If you've proven it, right? If you're selling to yoga business owners and you say, we'll get you 100 more yoga customers a month, that's a better one.
But if you say, hey, yoga business owners, we'll add 5K a month to your income. Well. Have you done that before with other people or are you just making that number up?
That's the first thing I want to look for. The second thing I'm going to look for is why are you just pulling a number out of your ass? Give me a reason to believe you understand the math behind my business.
If you don't understand that math, I'm not going to even waste my time replying to your email. You're going to get blocked. And then the next time you try and pitch me, whether that's on Facebook or if I see your content on Instagram, I'm going to think bullshitter because he pitched me this bullshit.
So your reputation is important even when you're shelving cold emails because these are real human beings. The people that do open your emails, one metric we left out of this little equation here is opens. So you have replies here, but between this 300 opens, you might have 100 people who open the email and then you get your six replies.
Those are 100 real people. And if you're making content then, so if you're sending cold email campaigns to yoga business owners and then you make content for yoga business owners, that will come up on yoga business owners pages. And they probably talk to each other.
So if they're seeing your shitty, spammy, cold emails where you've bullshitted your way to trying to get their business because you've made up numbers, they're not going to watch your videos. They're going to tell other people and then you're going to have a negative sentiment towards you. And that might not even be public.
You might not even see people talking shit about you online, but they've seen that that will happen. So this is why most like, you know, a lot of people can't grow because they just make things up. And to be fair, it's because no one's taught them the right way.
Most people on YouTube just teach you just make up a number, do this shit, right? Just don't do that, right? So hopefully that covers this part.
Let's see. Have we anything else to cover? I do need to eat.
It's quite early in the morning. I haven't eaten. So what else do we have?
Yeah, we've got three more sections. Damn, we get four more sections. Jeez, we've got like five more sections in this offer course.
Screw it. I'm gonna keep going. I don't care if I'm hungry.
Let me take a sip of water.
Next part. Say the thing, do not name the thing. So if you're selling video editing as an offer, right?
I'm gonna zoom out because this is too long. If I'm selling video editing as an offer, I'm not saying I'll be just your video editor. I get so many pitches for video editors.
Your offer should be... I will have your videos turned over in 24 hours, twice a week with no extra effort. That is a different way of saying, I will edit your video.
It's the same thing, but it's packaged differently. Then you have content marketing, right? So I'm going to repurpose your content or whatever, or I script film and edit four videos a month, plus 20 shorts and 12 posts.
So if you just say, a vague term like a video editor or a content marketer it doesn't equate to an outcome it doesn't provide them with a clear outcome from their interaction with you of what they're going to get it just says all right another video editor i've seen a billion of these why do i give a shit okay thumbnail design i'm not going to repeat all these because there's no point just going through things generically but we guarantee results you have to say what you're going to guarantee them Give them an outcome.
If you cannot guarantee outcomes at the beginning because you don't know the answer, then at least guarantee the outputs. So if I'm saying to a business owner on YouTube, I can't just go and be like, I'll make 20 grand a month. We've just covered that.
I can't say I'll make an extra 20 grand a month, but I can say I'll produce 20 videos for you this month because I have the capacity to do so. I have X amount of time. I know how much time it takes me to produce a video, blah, blah, blah.
That is a more compelling and more truthful offer than just sending them a bullshit offer of I can make you 20 grand this month, right? So say the thing, do not name the thing, right? Don't say this.
No one gives a shit. Focus on what they get. It's all about what they get.
Then lead with the part they cannot do themselves, right? So let's zoom in here.
So what most people do, right? We will do, this is what most people would offer in this specific situation. We will do your full YouTube management.
We will have a strategy call. So we'll lay out your strategy to understand, like, let me cover this again. I want to be as specific as possible for you.
What is YouTube strategy? And how can you sell it as an offer? YouTube strategy, very simply, if you're speaking to business owners, is we will decide the volume.
of posting so if you want to focus on high quality uploads once a week that are one hour long or if you want to upload seven days a week that are shorter pieces of content we decide that on a strategy call or we sell that as a strategy so volume of posting quality threshold so does it need to have animation on the content like do you need to have animations is it talking heads are you filming vlogs etc etc what is the what is this sort of you know inputs to achieve each video that you're doing does it require because if it's vlogs then they have to hire a cameraman etc etc so this is part of the strategy you basically you want to reverse engineer for the person the outcome that they want with a strategy that matches up with getting that outcome and that comes from being in the game and looking so if you're If you're trying to learn, how can I sell a YouTube strategy offer to people?
Because that's the most valuable thing you can sell to a YouTuber is I will strategize your content for you. But that is also the most difficult thing to sell because it requires a strategy for someone is their entire business. All right.
A strategy for someone, people overlook this and think they can just sell a strategy when they have no idea what they're doing. People are never going to work with you that way because. A strategy requires me to have a belief that you know that this strategy works.
People are always looking for strategies. They're looking on YouTube all the time for strategies. And so to sell a strategy, you need to have the highest burden of proof on yourself.
You need to say, we have strategized this type of content for this type of person before. It has worked wonderfully. We've made them $20 ,000 a month or whatever the promise might be.
So when you're selling a strategy, understand. It is the volume of content that is going to be required for them to achieve the result of 20 ,000 a month, for example. It is the style of content they're filming.
And ideally, you want to reduce everything so it's as little risk and as little energy and effort for the person while still achieving the outcome. That's obviously how productivity and efficiency work in the economy is you want to get them the most bang for their buck. So if it just requires.
sitting behind a desk like for example I make content for you know people who want to learn AI and business and stuff like that I've been doing YouTube for like six years it is very inefficient for me to film vlogs day to day and also people don't care about that because me going to the gym doesn't really help you build an AI business I can still do it maybe I'll do it for fun or whatever but it's not actually a viable reason to post that content it might Nurture your audience a little bit more etc But I basically realized that sitting behind a desk and making long -form courses like this and putting them out for free on YouTube demonstrates that I know what I'm talking about and I can clip that content into shorter pieces of content that will get my face pushed out to more people on YouTube So that is an example of me understanding what strategy works best And so if you're selling YouTube strategy, you need to look at the top players in that niche So if you're looking at business Alex Ramosi, he does live streams every day
or he does long courses, or he does events, and he has that clipped up. That is why you see me doing that stuff, because it works. I probably will start live streaming at some point.
I'll probably start doing in -person events, because I realize it's the best strategy, right? It's not bullshitting anything to change your strategy from doing vlogs to doing this or that. It's just focusing your energy in a way that is most efficient for you as a business owner and makes you more money with less effort, because that's what everyone wants.
So strategy is the most difficult. And if you're a complete beginner, I do not advise you selling strategy offers because you will not be able to confidently persuade someone that you know what you're talking about because you haven't done strategy before. All right.
So just be aware of that. Selling a strategy offer is difficult if you're a complete beginner. You can do it if you've worked with YouTubers a little bit before, like already.
As you go, you know, if you're doing thumbnails and you're doing other stuff for them, then you're talking to them and then you're split testing things with them and you build a relationship with someone because you're not a dick and you're not just looking for money off them. If you can build a relationship with someone, you can start to talk strategy with them.
You can learn from a YouTuber. If you're not a YouTuber yourself, you don't just magically learn by watching other YouTube videos all the time. You have to actually talk to people.
You know what I mean? So many people think they can just do everything without actually like expending their own effort. You know what I mean?
You have to put the effort in. As I said in the beginning of this course, you are at a disadvantage when you start a business because you don't have experience, you don't have nuance and understanding of the business model, and you probably don't have money. So you need to expend all of your time, resource, in the most efficient way possible to gather information from specific sources of information about YouTube and watching YouTube content, right?
That's fine. Watching YouTube content about strategy and how it works is useful if that's what you want to sell. But you also have to just be in the game on the ground, talking to people, asking questions, asking.
I ask so many questions all the time. Even when I go to like jujitsu classes, I'm always asking questions because if I do not ask questions, how do I get information? I can assume things, but to assume is to make an ass out of you and I, or you and me.
I just messed up that. I tried to sound smart. It's quite funny.
But to assume something. is usually a faulty way of developing a knack for something because you're assuming something based on what you can see, but there are factors of play often that you can't see. So if I'm trying to learn how to do an arm bar in jujitsu, then I can look at what he's doing and I can think, I know how to do that.
And I can try and repeat the thing. And that will get me further than just trying to do it myself without even watching the thing. But the best way is just to ask him because then maybe there's something I haven't seen there or I haven't noticed because I don't have the mind of an expert.
Maybe there's a way that he positioned his body or maybe there's a way he primed his opponent by, you know, faking something and then taking his arm or whatever. So by simply asking him that question and letting him talk and just not speaking. He can tell me more information that I need to achieve that result.
If I want to achieve an arm bar, I asked him and then I practice it over and over again. I get him to train with me. This is why in person is the most important thing.
If you're just watching YouTube videos about how to do an arm bar, you're not going to achieve it because you're not going to see all the specific situations in which an arm bar. could arise as an opportunity for you. And the same applies to business.
You need to speak to business owners. You need to speak to YouTubers, whatever it is, whoever you're pitching. You need to speak to these people as much as possible.
All right? So back to the video. Strategy.
So this is what most people pitch as their YouTube management, right? Ideas and titles, thumbnails, editing, uploads, and admin. Or I bring the camera and the teleprompter to your office, right?
No. let's go over here what it should say this is the actual thing right i come to your house i film your content i make your filming experience happy and joyful by having fun with you and having some banter etc etc i go off and actually do the technical part and then i come away and i've edited all your videos and i've made all your thumbnails i've done all of this shit that's the best possible offer you can make and then they get because you produce those really good videos they get 20 grand in custom or whatever.
So everything you can do to de -risk things for the other person is best. And you need to put the person's problem first before yourself. You can't look at things as, how do I do things as lazy as possible for me while still being able to say I do this thing?
So if you say, oh yeah, I can produce 100 thumbnails a month, but they're all kind of shitty because you don't really want to solve the problem. You just want to make money. If you approach it like that, you're never going to win.
You need to put the person first ahead of yourself. This is honestly why 99 % of people fail in business is because they put their own desires and their own laziness and their own biases ahead of that of the customer. All right.
So it's all about how do we make my own life easier, which is our natural human thing to do. Like, I don't blame you for doing that. I just want to make you aware of it before you pursue five years in business without understanding this concept.
But this is one of the most important concepts in business, because if you put everything where it's you above them. That comes across in your sales pitch. It comes across when you say, I can promise you 20 ,000 in revenue when you don't know anything about their business.
That comes across to them because they're like, well, this guy clearly, if he's pitching me this, he doesn't have the judgment to understand that that is a bad pitch because he doesn't realize that I would know that that's bullshit because he doesn't know how much I make or how much my customers are worth. So understanding.
how to solve their problem ahead of how can I make it lazy for myself is way more important. And you have to be efficient. The most difficult part of getting business is obviously how do I manage all this stuff?
How do I produce value for someone else using the limited amount of time and resources I have? And so the first thing is solving the problem, getting a good solution. So whether you're a thumbnail designer and you're selling thumbnails.
You first have to produce a good thumbnail consistently. You have to be able to produce 100 thumbnails that you can look at and say, if any one of these were applied to a YouTube video, they would perform well. That's the first thing.
Get good at the thing. Second thing, right? That is in our little system earlier of inputs, processes, outputs, and then feedback.
Your feedback is now, well, I produced this thumbnail, but it took me two hours to produce. How do I get that down to one second or instantly? or automated where I don't even have to spend time on it.
How do I get that down to a point where all I have to do is look at the thumbnail and I know what a good thumbnail is? Let's say you're getting AI to do it, which you can do. You can get AI to produce 10 thumbnails per video.
You just pick the best one. You're now getting AI to expend its time and energy for you at a much faster rate. And because you have the quality from learning the skill initially, You can produce a lot more output than if you were just trying to do it yourself manually, right?
So you need to figure out how to solve the problem first. And that comes with doing the thing to a good level for other people, seeing the results it gets, testing it until you get a better version, which takes time. Most people don't want to expend time.
They just want to prioritize themselves so they can go back to drinking or watching TV or whatever. But if you put other people ahead of... Yourself you will produce better results.
That's why i'm sitting here on a sunday morning Like it's 10 o 'clock in the morning. I could be doing anything right now. I could be spending time with other people i could be going to the gym loads of things i want to do but to be honest i just want to be here because i want to solve your problems because i know that will it will result in more business for me and it will result in a more positive impact on the world and the people that i do interact with in business aka you if i'm selling your product you will have a positive experience with the course i've produced because i've spent loads of time and effort i've put this nice slideshow together i've got a nice production you know i'm being consistent on youtube and showing you all this stuff You're going to respect that and our interaction is going to be better because I'm putting you ahead of myself in this instance, right?
And so that's what you got to do if you're a beginner. You got to put other people ahead of yourself. And so most people never do that because they're selfish and all they care about is how do I get my goals?
I don't really give a shit about other people. How do I get my goals? That's what they think.
So please don't do that. Just focus on other people. So who can actually afford you?
This is important, right? So channel A, again, This goes back to our total addressable market and targeting the right people.
So you might get more replies or more booked calls, etc. But if they're a shitter quality, then it's not worth anything to you. Because money is the reason you're operating the business.
It's not for views. You can't buy your girlfriend dinner with a thousand YouTube views. Buy it with money that you've earned from those views.
So optimize for the correct result, please. this will then bring us into the conversation of who can actually afford you right so let's say channel a sells a 20 pound t -shirt so they get 10 000 views i'm gonna start clicking clicking shit here because um so they they sell a 20 t -shirt or whatever they get 10 000 views 50 purchases per 10 000 views eight pounds profit so they earn 400 pounds for selling those t -shirts right out of 10 000 views channel b Gets 10 ,000 views, but they sell a £3 ,000 product program to, let's say, business development people in a specific niche.
Let's say they sell to people who work in the oil and gas industry. And they can sell something worth £3 ,000 to those people. Out of the 10 ,000 views, they're obviously going to get less buyers.
Obviously, 50 buyers. This is not the metric you aim for. You actually want this to be as low as possible, if I'm being honest.
the less buyers you get at the beginning of your service business the less headaches you have the less customer support you have and the higher profit margins you have 2 400 pounds profit each 9 600 earned so whatever your little sort of fees that you have are so let's say you're charging 600 right let me just go back here let's say you charge 600 pounds and This should have done the math.
I'm assuming that the math is correct here. Yeah, £20 by 50 buyers. So that is £1 ,000 in revenue, right?
And they earn X amount of profit on this. They take out your fee, which is 600 or whatever, whatever it is in this specific situation. Your fee could be 60 % of their income.
Whereas in this situation, because you're targeting people who have more money, you are... your fee is much less in a percentage in a proportional percentage to their income your fee is much less and therefore it is a less risky option for the person however there is obviously a higher burden of proof if you're working with a person with more money because they're not stupid you know i mean the reason they're selling the reason they're able to sell something worth three grand and actually get customers is because they're smart and they've developed a product that's worth a lot of money whereas if the person is selling t -shirts maybe they don't require as much intelligence or There's a lower barrier to entry to selling T -shirts than there is to sell a £3 ,000 product.
You need to, they don't care as much. So it is easier to get those customers. But, you know, cheaper customers can also be shittier customers.
In my experience, it's definitely been the case. The cheaper customers are the ones that hound you. Cheap customers are the ones that like hound you about, oh, like, when's this going to get done?
And what exactly am I getting for the $50 I paid you? Whereas the people I find who pay the most are the most committed to you. They're the most trusting.
So they have a positive connection with you before they even purchase. Money clearly isn't the biggest factor for them because they've inputted quite a lot of money to get working with you. And they're more lenient when it comes to you bringing them results.
As long as you deliver the service that you've promised on the sales page, they're more lenient to you.
Let's go through. What are we doing next? This is a long section.
I didn't realize how long the section is. I haven't eaten today at all. Okay.
I tell you what, I'm going to pause this right now. I'm going to come back. You're not going to see any different.
I'm going to come back to this video, but it's time for some breakfast. All right. All right.
So some time has elapsed since I last recorded and now I just want to get back into the course. So let's go straight into it. Easy mode is coaches, consultants, agency owners.
basically any of these businesses that have really high margins. The reason you target businesses with high margins when you're in a beginner state of mind is because they have more money to spend on services like yours. So, for example, if you were to target as a service business owner, A company that has a million a year in turnover, but a 2 % profit margin.
Your input into the profitability of that company is probably going to be less. And so they will have less incentive to pay you. They also simply don't have the same amount of profit margin to where if they only make 2 % in profit on a million a year.
then why would they pay some of that 2 % to you if you can't sizably make a difference? If their product costs are so high, it's going to be hard for them to justify high paid services like yours. So that's why you want to focus on people like this.
So that's easy mode. Hard mode is companies like this. So I would, if I were you, avoid these as much as possible.
If you intend on running an AI service business, These come with caveats like everything, okay? There are some of these will generate you income.
You can get clients. You'll find people who have gotten clients from people like this. But if you're talking about a scalable business that lasts for a long time, in my experience, these are harder to work with.
I didn't say impossible. I just said hard, okay? So let's move on to the next part.
So your price follows proof. not just confidence okay we have six rungs here you earn your way up okay let's just go through here so let's go firstly to where you start at the bottom everybody starts here so i started here everybody else starts performance only now you can get some small fee plus performance at the very beginning but it's more difficult because to justify charging a fee means the person trusts you because they are giving you money before you've even started the work and for the person to trust you they typically need to see that you have experience because not only this is something that beginners typically don't understand when they get into business and they want to pitch other businesses on hey I'm selling this service do you want it most businesses the owner doesn't want to spend time talking to a noob so it's someone who hasn't done this before and if you're going to sell services and you don't have a lot of experience it is easier to do so without charging up front because you're reducing the risk on the business owner's time so let's say the business owner charges is is essentially paying you
to, I don't know, build a website. Let's say you say you can build a website. You have some example websites on your site, but you have no previous clients.
What he sees is, well, maybe he could have taken those websites from someone else, or maybe he didn't design them, or maybe he's kind of okay at this. But he doesn't have a huge amount of confidence in you because he hasn't seen real examples of other businesses that have paid you. However, there is some trust there because you've clearly built websites and whatever you've done to get in front of him has worked.
So he's got a small amount of confidence and that is the small amount of confidence you can work your way into and get some results with. But what will get you more results is instead of offering him the paid upfront solution. you can offer him a performance solution.
This is also a better business model for you because you will benefit from his sales. If you can contribute to bringing more business into his company, like more money, and you're getting a piece of it, not only does that pay him better, because he doesn't have to risk the upfront fee that he would pay you, but it also pays you better because you get to earn more than probably what you would have earned with a fee, with an initial base fee.
However, I do recommend collecting cash as soon as possible because collecting cash reduces your risk and gives you more margin for investing back into things that... free up your time to do more high ROI activities. So obviously you want to collect cash as quickly as possible, but at the beginning it is more difficult.
Okay. And I just want to address that point. So performance only, just so you understand some of these terms, like they're, they're pretty basic.
Okay. You're probably going to understand them. I'm going to breeze through these.
Performance only, you get paid when the results land. Setup fee and then a per video per result. So we're obviously focusing on YouTube here.
So You can command a fee, typically, if you're actually good at something, and you can demonstrate that on your website or however you decide to present information to prospective clients. Then we have retainer with a guarantee, which is money up front, refunded if you miss.
So if you promise them, I will get you 10 ,000 views this month with the four videos we produce, and you do not get those 10 ,000 views, then you have to refund them. OK, I've actually done this with people before. I've offered money back guarantees.
The person filled up their side of the bargain. Like you have to set some terms because if you offer a money back guarantee with no terms on the other person's side, they can put their feet up and not worry about anything. And that makes life difficult for you.
And then it means it's almost guaranteed that you're going to have to refund this person. So I find that in business, you have to set terms if you're doing a money back guarantee. It makes it fair for both sides.
Make sure that they agree to that. And, you know, commit to that. OK, so retainer, no guarantee.
They pay because of what you've done before. This is this is, you know, when you start to get more experienced, you don't need to offer guarantees. And typically the people who are really good at what they do and who business owners seek out themselves, they don't need a guarantee.
They're going to that person. So the person, the service business owner, they command enough respect that they don't need to offer a guarantee because their their skills have either. been demonstrated publicly like the person who you know let's say it's a thumbnail designer the thumbnail designer has a big twitter account and they have worked with mr beast in their bio that's gonna mean that person gets more attention okay then we have so this is obviously just when you get more respect quarterly up front now i was actually pitched this by the guy i showed you where he was charging three thousand dollars a month for you know some youtube services He wanted to charge it at $9 ,000, which is an amazing deal for him when he gets it.
And he will get it. But that's $9 ,000 up front. But it's only because he's really good.
You know what I mean? And there's going to be a lower take rate on that. Business owners aren't typically going to want to pay that as much as they would want to pay $3 ,000 a month for obvious reasons.
Because $3 ,000 is smaller than $9 ,000. There's less risk. Then you have quarterly plus bonuses.
And this is when you're really good. And you have to just be really good, honestly, to get this. You will get to a point like this if you stick out long enough.
Quarterly plus bonuses where you benefit from the growth that you're providing to the other person and you get a fee for simply showing up because you've demonstrated you're good enough at what you do. So let's just continue on here. Three ways to sell with no proof at all.
This is going to be quite juicy. So performance. You pay me per published video.
Nothing published, nothing owed, okay? Easiest thing in the world to say yes to, I would start here. So if the person is struggling to post content because they don't have enough time, you come in and solve that issue.
You take away time by producing the stuff that they would otherwise produce at a higher quality if possible. So if they make thumbnails, they write intros, et cetera, et cetera, they're doing that already, but they're limited by their time. So you can come in and at the very least you have to produce stuff at the same quality.
But typically you will be like spending all of your time getting good at thumbnails and ideas, et cetera, et cetera. And so you should be able to produce a higher quality than the other person. And that makes it a more of a sticky service for you to sell.
Because if you're saving someone time and you're also doing a better job than them, you're making them more money and saving them time. So they're going to want to pay you. You provide more value in that position, a lot easier to see.
Okay.
Guarantee 1500 for the month. If four videos do not go out, you get it back. So if we do not produce the things, obviously have a term, a couple of term sheets in there where you're like, if you're not like you have to show up and film the actual content because you know, they can't complain that the videos didn't go out because they didn't sit and film them.
If you hold up your end of the deal and they hold up theirs, you can, you can offer that, right? No, I would recommend you never work for nothing I would recommend you take a small setup fee on a performance deal So obviously we talked about up here performance only but the issue is at the beginning is you can be desperate You can be desperate because you don't have any clients and you want to work with someone and You will attract the worst and shittiest business owners as possible Like you're in simple terms, you're going to attract the brokies, the people who have no actual money in their business.
And because the type of person who has a business and relies upon the labor of someone who doesn't have experience and won't charge them ahead of time means that that person probably isn't operating a very good business. So typically you want to charge something. Now, if the person commands a lot of leverage, like they're training you at the same time or, you know.
It doesn't require a whole lot of skill and they can you can learn on the job. Fair enough. But typically you want to charge something because it's also like the reason you want to charge up front, even if you have no clients, is that it also acts as a barrier for quality.
So we've talked about how, you know, you'll attract the worst business owners because you're not charging, but it also weeds out the tire kickers. So if you send out 100 emails and 10 people want to work with you, for example. If you charge money, you will turn off some people.
And that is a good thing because you want to turn off people who weren't going to pay you. This is why you'll see a lot of the time like products. A lot of people sell in the I've seen in the Internet marketing space, for example, they'll set a one dollar product or a ten dollar product.
Or I'll even see this in general. You'll see this with a lot of companies where they're like one dollar for your first month of the subscription. Why do they collect that one dollar?
Well, the reason is, and this is actually quite advanced shit, and I think you're going to like it. The reason they charge a small amount, even if it's 99 cents, Spotify used to do this, maybe they still do. The reason they charge it is they now have your credit card on file and you've made a purchasing decision.
You're going to use their product, which they know is good. Like they have the stats to say the amount of people that sign up for the 99 cents. 80 % of them decide to stay on afterwards.
So if you have a good service and you're serving people in the AI business or whatever, then if you provide a good service and you get a really small fee off someone, they have now committed to purchasing from you. They have entrusted you with a small amount of money. And if you provide a good service for that, they can now associate a positive result with paying you money.
And it's a very, very simple piece of psychology. So if they pay you once, they're more likely to pay you again. also the advanced part is if you ever get into paid advertising or sort of remarketing to people through like email campaigns you can separate lists of people who have never paid you anything and people who have paid you so you will have a list of buyers and buyers are the highest intent people in the world because they have spent money on what you have to sell plenty of people can sign up for your email list plenty of people can watch your content and The people that are most important to you as a business owner are the people who have paid you money already.
They're the warmest list you will ever have. And a lot of people will target, if they have a list of customers and they have another product to sell them or something, they will send Facebook ads to the email addresses of the people who have purchased. And that is a super targeted way.
of remarketing to the people who like you the most and who've already paid for you. So this is why I highly recommend you always charge something up front. Even if it is literally $20, it is just a way of associating a payment and actually weeding out people who just want shitty free work.
I promise the business owners that don't want to pay you anything up front, 90 % of the time are not going to be good clients long term. It's because they don't want to pay the money. Now, there is one caveat to that.
If they're providing you training, if you aren't actually coming in as a skilled business owner, then there's a little bit of give and take there. If essentially the resource you're providing is a lot of your time and the ability to take on work without expectation of making money until you perform. So a perfect example is a sales rep.
A lot of people who get into sales. have to earn their way to a base fee this happens everywhere door -to -door sales like appointment setting literally phone closing because most people are not going to be good at the thing so a business just sends you out and tells you to go sell and if you start to perform you'll start to get paid if that weeds you out then that weeds you out.
Like you can't perform on a performance only basis. And so they can't trust you in that specific situation to be a good salesperson because a lot of people drop out of the sales game because it's difficult and it's only for an acquired type of person. And so that is why businesses take less risk when they're hiring salespeople.
Okay. So that's just a little bit on why you should hire or sorry, why you should always charge, even if you have no experience. So back to this, we have three ways to sell with no proof at all.
Performance, guarantee, and do it first. I already made one. Here it is.
Do you want three more? So I made a thumbnail for your channel. Do you want it?
Do you want three more? Or you present the thumbnail that you made for their channel in the email, which requires a little bit more work, obviously. But it's a higher take rate.
It's a higher percentage of people because you put more effort into it. And if they like it, offer them three more. That is a real goodwill way of doing things.
It's a less common way of doing things because it's higher effort on your end. But it's also higher result if you are doing a good job. And it also can give you more feedback and more data because if you're sending out thumbnails and nobody's responding, that tells you that you've done something of high effort.
which signals more effort to the potential buyer which is a good thing but the thing that you've done hasn't got many responses which tells you the thumbnails mustn't be of high enough quality or possibly the people you're sending it to aren't the right type of people but typically you can iron out getting the right type of people whenever you're actually getting leads so it's typically a good way to get more data on whether your thumbnails are actually good if that's what you're selling for example Now this only works if what you do doesn't require a huge amount of time because you want to do everything here at as much scale as possible and it must you must try and do it at least you know it doesn't have to be a thousand people you're sending emails to every day where you're making thumbnails for them because you couldn't do that but if you're sending it to enough people every day where it takes lots of your time You have to manage that, okay?
And that just comes with a bit of nuance. I can't explain that in a general course. I can't explain every possible service and how long it would take to do, right?
So when they ask you if you've done this before, what they say, so have you done this for someone like me before? What they're actually asking you is, can I lose money doing this? Because if you've done it before for someone else and it's worked, great.
then someone else has taken the risk on you. It hasn't gone badly and I can take the risk on you and there's less risk on my side.
Now, here's what you say if you have no clients. Not yet. You'd be the first.
This is exactly why you don't pay until blah, blah, blah. Whatever offer you're deciding to make to them. OK, take the risk away from them.
So essentially, you're just telling them, hey, you're my first client. That's why I want to over deliver here and give you a better job. And you can demonstrate as much as possible before that point.
But if you're saying no, like if you say you haven't done it, that's a strike against your name. So you need to make up for it with other things. And you can't.
Plenty of people do it. So then it compounds. One client on performance.
Then you get one result you can show from this client. The next one becomes easier to sign. So if you get Billy a good result, Johnny's going to want one too.
Because he's seen Billy's result and he thought... Hey, this guy must be good. Then you can charge more, you get less questions, the business owner takes on less risk, and then you have more results to show.
And it's just a cycle. A case study is not a testimonial. So a testimonial, typically like a little video or a little Matthew is great, you should work with him.
A case study is different. A case study is... This is the result of the thing that we did.
Here are the attributable results from the inputs that we put into this business. So we made five thumbnails and the thumbnail rate on our five thumbnails was 5 % higher than the thumbnails on whatever they had before. Now, how the money arrives matters as much as the number.
Month one is where nearly all of your work sits. Month three is where nearly all of your profit sits. So let me just zoom out here.
It's been a little while since I actually made this presentation. So I just want to make sure I'm not just waffling out of my bum. So in month one, there is more work, right?
And the beautiful thing about AI and business in general is that the more shit you do at the start, the more shit you can speed up. Okay.
So it gets, it's harder at the start, but it gets easier as you go because you're able to look at the stuff you did again, like everything is a system. You look at what you did to onboard the client. And then you figure out how can I make that process quicker and reduce the amount of work I have to do.
So if the onboarding of the client means showing them a document with all of the information that they need to proceed with you and then submitting video ideas to you and doing whatever they have to do, instead of you asking them in DMs or in a sales call, you put together a document that AI will send for you to that person.
You send them to a website where everything is already built and they just follow along the steps. Click, click, click. So that's how you focus on that, right?
Now, month two, half the work, same fee. Now this applies to most things because you have to learn about the business owner you're working with in month one. All of the learning, all of the onboarding, that's all the most work.
And then it becomes less work as time goes on because you have more simpatico with the person. You know, you probably get along with them better. You don't have to do the small talk, the usual bullshit that comes in business.
And you also have onboarded them. So there's no more onboarding has to be done. You also have more experience and more data on what you're doing with them and ensuring that it works.
So there'll be less communication because you just know what works and you just got to do it, right? And then month three, it's just less work. Okay.
Now I'm not going to say it's barely any work. Probably shouldn't have written that, but it's less work for sure. And it's the same amount of money as month one.
Build monthly. You want to try and aim for at least three months. Okay.
90 day periods are the best because it gives you the proper time to actually get a result for people. Like my AI partner program at the minute, I don't want to tell you like, yeah, let's just try and cram everything into a month.
Because it's going to be more difficult. Time has to elapse in some cases to get you results worth having. And so this is the same for business.
You'll see a lot of people charge quarterly. Monthly is just less. It's just lower.
There's just a lower likelihood of success in a shorter period of time. Because if you give someone 10 years, for example, to help you grow your business, they're going to have a lot more like sort of throws of darts at the board.
You know, they're going to have more chances to make it work. Whereas like if you give them three days, obviously it's going to have a lesser result. So build monthly.
Ideally, you want to aim for billing quarterly if possible. Yearly is the dream, but typically not that common. Now, let's move on to saying the number.
So let's go in here. The result is four videos a month, 2 ,000 views each, one in 100 books a call for you. So this is what you're pitching to the business owner.
I will get you four videos a month, 2K views on each, and a 1 % conversion rate on booking calls. The evidence, well, here's the channel. I did this stuff before on, right?
So if you can show someone you've did it before on or, you know. at the start if you don't have that you don't need to worry about that you can just say hey let's just focus on i'll just make up for this in other ways i'll make more content for you i'll do this or that right and deliverables so let's just go back here we have the result we have evidence with deliverables so ideas titles whatever it is you're doing and then we have a price which is how much you charge so if you charge fifteen hundred dollars a month and they have like they charge let's say they charge 10 or what would be 15 by 12 beats 1500 18k let's say they sell a super high ticket offer if they sell one of those offers in you know the first in in the first month it pays for a year of your service okay that's just an example but you want to work out your rate and that's why you want to target people who are actually bringing in a lot of income and profit margin because you can make this math a lot easier to the person so you ensure them what they're getting why it's going to work if possible and what the result is this is the main thing get their dream state what is their dream less recording of content less work on the channel but more money same money or more money
for the same work. People want to reduce the amount of work they do, reduce the amount of money they spend, and get more results. And so if you can promise that, and then deliver on it, you will make a lot of money.
That's very basic. I'm not going to pretend this is overly complicated, but that's the absolute simplicity of it. If you will not say the numbers out loud, they will do the sum themselves, pessimistically, and they will say no.
I have to think about it, which people, when people say that means you never gave them anything to think with. So you need to actually show them all this stuff, give them the result, show them what it takes to get there and show them how simple it is for them to make that money back. A guy pitched me one time on a 5k a month offer for coaching.
Now he turned out to be very, very bad at coaching. Waste of 5k. Hoo -ha.
That's business. But he said to me, like, all you need is two clients and this is paid off and you have the knowledge I give you forever. It was a great pitch.
You know what I mean? It was a great pitch. It's a pity he didn't deliver on it, but it's a great pitch because it's like, yeah, I charge good money for my services.
So if you can help me scale those or get a long -term result that's better, it costs me very little in terms of what I charge. Okay.
Now, three prices you can say on Monday. So the same three levels from the last section with numbers on them. Start on the left and do the right.
So tasks, $400 a video.
Editing or thumbnails or uploads. Paid per thing done. No guarantee needed.
The work is the proof, right? So these are prices you can say. Then we have process.
So $1 ,500 a month. I'll do the entire process for you. I'll cover like all the deliverables.
You don't have to name them individually. I just do everything. and it's a one one inclusive price then you have outcome and this is you know something you can you can basically charge let me just go back here i just want to make sure i'm covering this right so tasks is what you can charge this is what i recommend you charge at the beginning is less as little as possible then as you get better you charge 1500 and as you get really really good and once you're able to charge quarterly 3k a month now these numbers are completely arbitrary you could charge more but this is just a quick example if you want to charge by task which is doing this stuff then you charge 400 so you just you handle x y and z for one video then you charge for the month And then you charge for the outcome, which is, I want to focus on getting you this result.
And we charge this much. So you're doing all this stuff, but then you're promising a higher return. And that's why you can charge more, because you're promising a higher return.
Now, when all six are ticked, this is when we're done, okay? So say this sentence to one real person this week and watch their face. This is the entire test.
I'm going to get into the actual sort of complexities of outreach and shit like that but I want you to understand that like you need to take action on the stuff that I'm showing you here and I realize I'm getting a little bit vague here so I want to skip away from that but basically you want to de -risk the person by charging as little as possible up front but still getting a fee and you want to You want to sell them the result that they want.
You don't want to sell them all the shit that you'll do. You want to show them that you can do all the shit that will drive them to that result, but that's not how you pitch it because that's not going to be as interesting to people. So AI, to be honest, has put together some of this shit and I don't want to read it.
And I regret giving it too much power because it's produced stuff that doesn't even make sense. So let's just move on to the next section because I don't want to waste any more time. All right, it's a new day.
Ready to film again? So this is going to be the most exciting part of the course, at least for me. And I think for you as well, once you learn the stuff I'm about to show you.
So I'm going to go over in this section or in this course, wherever you find this content, because I probably will share this again. This is being made for my one person business course. This is seriously like some of the most valuable fundamental stuff you'll ever learn about YouTube.
And this will allow you to, the whole purpose, the intention of this is to teach you how YouTube works generally in the lens of business. So when I got into YouTube about seven years ago, I made free content about how to become a copywriter because it was what I was doing. I made it purely out of passion.
I was doing it even though I wasn't getting paid. I just love doing YouTube. I've done it every...
literally every week since seven years ago, give or take. I've taken a few times off. However, I absolutely love YouTube.
I'm obsessed. I think I'm good at it. And I wanted to show you literally a bird's eye view of the absolute fundamentals that go into producing YouTube content for businesses and how you can service businesses that have YouTube channels.
So there are a lot of people out there who operate. information businesses and other businesses directly by the traffic and the people that they get watching their YouTube content. YouTube is like easily the most powerful sort of video platform.
It's better than Instagram, TikTok, Facebook, anywhere because people watch for a long time. They get to know the person. The fact that you're sitting watching this tells me that you have watched through a couple of hours of a course just to get here.
Maybe you're watching this somewhere else if I put this somewhere else as well. But YouTube is the best. OK, so this what I'm about to show you is literally the amalgamation of about seven years of my obsession and expertise.
I've also paid for YouTube coaching and consulting from other people. This was something I paid for in 2024. which was seven thousand dollars and then i ended up paying another couple of grand over a space of time to stay in the community for this product this was a sort of youtube high -end master class or sort of mastermind group that i wanted to be a part of because there was a lot of stuff i knew about youtube but i didn't know how to organize it and structure it in a way that was simple for me.
So this helped me do that. So not only is about seven to probably about $12 ,000 gone in here, years of my life and expertise have gone into really nailing YouTube in terms of business. So let's get straight into it.
The absolute first thing we need to focus on. So obviously I'm going to teach you all of this stuff about YouTube and I'm probably going to talk at times in reference to this is how you should run your YouTube channel.
If you're a service business owner, so you're servicing other people's YouTube channels, just take when I say this is your channel as this is the potential clients you want's channel. And the knowledge you're gonna get from what I'm about to show you here will allow you to inform people on sales calls and talk about YouTube and the processes that go into producing content that actually gets sales repeatedly and consistently.
you'll be able to actually talk with some level of knowledge that the person listening to will understand that you at least know the fundamentals of YouTube. Because if you go into YouTube and you just spout off some stuff you saw in like an Alex Ramosi video or what ChatGPG told you, then you're going to sound like an idiot.
And I don't want that to happen. So first thing is positioning, right? So when you have a channel, let's say you're working with a business, right?
They are going to have a product that they sell. maybe it's sold before maybe it's a validated product that you know people want to buy and They're going to have to position their channel in a way that sells that product at the highest rate So if they make guitar Courses how to play guitar how to learn Irish music on the guitar how to learn acoustic music on the guitar, etc, etc their channel should be positioned in a way that all of the content and you know, the channel banner, the profile picture, the descriptions, everything is directed towards people who are interested in learning guitar and specifically the types of guitar lessons that they teach.
So if it's Irish guitar, they should be making videos about that for free, right? On their YouTube channel. So positioning is something that most people skip and it's why you'll see so many channels on YouTube and you will see this when you start to look into businesses that operate on YouTube.
So many gurus I see use it and they haven't got a clue. This is how you know most people don't have a clue what they're talking about anyway, is that a guru will come on and they'll one video they'll make. This is a good example.
One video they'll make is here's a free course on how I scaled my consulting business to 100 ,000 a year. So who's going to be interested in that video? People who are not yet at 100 ,000 a year.
who have consulting businesses, right? So that's the target market for those videos. So if you think about that, then the next video they might do, seven hiring mistakes I made in my consulting agency or my consulting business, right?
So that is now targeted at people who are hiring or trying to hire people to get their business to 100 ,000 a year. Now, from my experience, If someone's trying to get to $100 ,000 a year, they probably don't need to hire anybody or they don't need to hire many people.
So that video is targeted at other people who are already doing $100 ,000 because they actually have the money to hire people. If you're targeting content towards complete beginners and then the next week you make content that is directed at people who have $100 ,000 a year coming in, you're now targeting two completely different avatars.
The person who is at $0 a month and wants to get to $100 ,000 a year. It's completely different from the person who's at 100k a year and wants to scale to a million a year. And so it's very important to understand that positioning is very, very intentional and it should be the thing that drives every decision throughout all of the content that you want to make.
This is the core, right? You have to understand who you're making content for because if you don't understand that, you're going to make content that goes in all different directions and then you're never going to serve the person that you really want to serve. So if you make content, let's say yoga content for 60 year old women, and that's what all your products are about.
And if you get an audience of 60 year old women, you'll sell loads of your products because that's who it's aimed at. If your content, one video is about yoga for 60 year old women. And the next one is like, let's say you're a 25 year old woman and you're teaching this content, right?
You can get away with doing that. You don't have to be a 60 year old woman to teach other 60s. But let's say you're a 25 year old woman.
I've actually seen this happen. she's making content for yoga for 60 year old women but the next video is day in my life vlog here's what i'm up to blah blah blah because they saw someone said oh well you should you should do vlogs vlogs you know they build personality they get people into your world blah blah blah In this instance, a 60 year old woman probably doesn't care about what a 25 year old girl is doing.
She doesn't care about her iced latte and her avocado toast and where she went for a run that morning. That doesn't solve that 60 year old woman's problem. So she now associates this person's channel with inconsistent service to what she wants as a person.
If I'm a 60 year old woman, I want to look at your channel about yoga and every single video be targeted at me. I don't care about your vlogs. You have to think about the eyes of the viewer and how they look at a channel.
And then you have to think, like, how does the person's channel actually target, you know, the viewer? Are they being inconsistent? Now I want to go into a couple of quick rings here.
So we have, firstly, a circle here. One exact buyer, one exact problem. So there's also a concept.
I don't know if I've put it in here. But there is solution and problem aware people. So let me just pull out.
There are two different types of channel on YouTube that make educational content. Educational content can be business, which primarily is what you see because you're probably into business. But then there's loads of educational content for people who want to learn guitar, etc.
So people there are two types of people that watch this content. There are people that are aware that let's say the solution to improving their life. Let's say they're just a general consumer.
The solution to improving their life is that they consume self -help content and they start a business of some kind to make more income. So they have more money and more time, et cetera, et cetera. So their problem, like typically that person is problem where they know they're unhappy.
They don't know how to change it. They want to fix it. They don't know specifically that they should start a business in most cases.
Maybe they think vaguely I should start a business and that will solve things. But then there are people who are very solution aware. And these are people who are looking at specific business models that will help them get to the outcome they want, which is an income that they can.
they can gain from working remotely, et cetera, et cetera. So you have two different people. You have the person who's like, my life is shit.
I want to fix it, blah, blah, blah. And you have the person that is like, my life is shit, but I know I specifically need to work on this type of business. And these are two very different people.
And this is why positioning a channel is very important. Because if you're positioning a channel for yourself or a client, you need to understand that. you're targeting a certain type of person.
They're either problem aware or solution aware. This even goes down to the absolute weeds of the problem, which is, let's say they're aware they need to build an AI business. They're a complete beginner.
They know that AI is probably the solution for them. Let's say you have one person who knows that AI is the solution, and then you have one person that knows AI is the solution, but they also know that automations or selling automations or services is the solution. Because this person might just think any AI business.
So, you know, whatever that means to them, like literally anything could be selling AI to data centers or just whatever you can imagine. But this person is very specific in that they know the solution is to sell AI services to local businesses, for example. This person is just like any AI business will do.
That's a deeper version of problem and solution aware. So this is very important to understand. OK, because there are people who are.
There are just wide circles. Let me just show you this now because I think it's a perfect time to show you. So when you're working with a client or if it's your channel, they need to understand and you need to understand who they're targeting.
So let me just show you an example here, an actual better example. So let's say, again, we go to the example of self -help. Someone needs help.
They want to solve their problems in life. A lot of people are going to go to Tony Robbins because he's got a big audience. He makes very generic content.
You know what I mean? Like he doesn't every video doesn't target a specific person. He's very wide with his content.
So in these videos, for example, six human needs that drive every decision you make. So what does that mean? That appeals to people who want to understand their own psychology so they can make better decisions or they can understand how they think so they can maybe engineer it better.
what Tony Robbins told a man ready to leave his wife. So this is specifically about people who are unhappy in their relationship or their marriage. So as you can see, there's a differentiation here.
And typically, this is a really important caveat you should understand if you're offering services to businesses, because you might be able to offer strategy based on the information I give you in this course here. Tony Robbins can get away with this because he's been doing it for like 50 years. and he has an enormous audience he's got enormous credibility etc he's got loads of people who love him right the average joe cannot compete with tony robbins for obvious reasons he has he has warehouses full of people showing up so if you see a youtube video with a guy and this is literally how i see it all the time a guy sitting on his balcony in spain you know in a pair of flip -flops talking about this is why your wife wants to leave you or something and then you have tony robbins providing the same idea and same solution to the problem of your wife wants to leave you or whatever who are people most likely to click on obviously tony however if this guy in the balcony presents himself a little bit better and specifically focuses on how to deal with marital problems
then this guy can carve out a niche for himself where he's still not competing with Tony Robbins but Tony Robbins isn't making all his content about marital problems. So this guy is able to outwork Tony in that specific niche and there's definitely a pain point there. So Tony might be selling general self -help stuff but you might wonder well why would anybody be able to compete with Tony?
But then you see people all over the place who are making loads of money. selling specific solutions to self -help problems and this is because tony isn't going for a specific niche he can cover all these things and still make money because he's got a lot of credibility etc etc he's got 50 years of experience you can carve a niche out for yourself as a business owner and if you're helping clients do this as an ai service owner ai partner you can help them understand that fact right So you want people to try and carve out a niche of their own if they're really solving problems for people, because it just reduces competition.
It opens up a blue ocean of clients for them. Whereas if they were competing with Tony Robbins, they're competing with Tony and about a million other self -help people who are really general and don't really solve a specific problem. So that's why you do it.
There's a reason you don't go to a general. practitioner, a general doctor down the street for heart surgery. You find a heart surgery expert.
I don't know what the, it's a surgeon. I don't know what the specific thing is, but there are specific people for specific problems for obvious reasons. And so again, if you look at Tony's content, everything is slightly different.
This is about confidence. This one's about marital stuff. This one is about letting go of fear, et cetera, et cetera.
Very wide content, right? And it's unlikely that you will work with someone who has the money to pay you in the wide niche at the beginning because typically these people have a lot of money and they're experts and they're able to hire people who charge a lot more than you because they've more experience etc.
So again it's easier for you to compete with someone or to partner up with a YouTube channel owner who is in a more specific niche and we'll get to that later. Then you have Alex Ramosi right. Alex Ramosi is another example of how this circle gets a little bit wider.
So we have everyone on the the wide circle here. I don't know why it hasn't color -coded this but Let's say we've everyone on the wide circle here.
Then we have a broad market in the second circle, which is Alex Ramosi. So let's say he talks about everyone and then you cut everyone from, let's say everyone's problem is they're unhappy. A large, like a large portion of those people will be interested in making more money.
not everyone, some of them just care about their relationship or this or that, but a large portion will care about business. And so that's not when you fall into the net of Alex Ramosi, because Alex Ramosi is able to help you with business generally. And again, he could go into a specific like one specific business where he helps plumbers, etc, etc.
But he helps people in all different types of business. So you can see a theme park, you know, you can see like just business owners in general, ambitious 20 year olds, service businesses, Dolly Parton chat, you know what I mean? Like there's It's not it's still wide But it's specific to business owners rather than or people who want to be business owners at least Then you have my channel for example, which is another good example So I will say that this video specifically if I were to look through my content These two videos are a little bit actually these three are a little bit wider because I have 48k subs But whenever I first started making content, I made content specifically for people who wanted to make money with copywriting.
So if you have a look here, this is a sub niche of a sub niche because I'm making money for people who know they want to start a business and they know that the business they're interested in is copywriting. And that's why all my videos include the word copywriting, copywriting, copywriting. Because I'm specifically targeting people who want to learn that.
Now, I was just making these. I didn't actually make these with like a target in mind or anything like that. I was literally just showing this to people who, I was just making these videos, to be honest, for fun.
I kind of stumbled across making good content. And then I just realized, hey, I'm the copywriting guy to some people and they want to learn copywriting from me. So this is an example of a niche thing.
This business, like this YouTube channel, I was able to build. you know a consulting business off the back of it I was able to get clients either one -to -one clients or coaching clients where I helped coach people who were copywriters and wanted to make more money etc etc I'd already I had already achieved that process I'd got to like six figures with copywriting and so I could teach people a lot of the stuff that holds them back etc etc so I was able to help people do that specific thing and it's specific skills that I was good at etc etc so that's an example of a more specific type of buyer.
So this was targeted at people who wanted to do copywriting. Okay, a niche would be copywriting, more specific buyers, people who want to get copywriting clients. Okay, so I had a very intentional person in mind after a couple of years, I knew I wanted to make content that helped people for free, who wanted to learn freelance copywriting.
So that was a really specific problem. And that's why I was able to, you know, grow a channel and build a business off that, right? Now if we go to the umbrella statement, so if you look at my channel What do you see at the start your first AI client in 90 days a lot of channels specifically will target people who Let's say I have a friend.
Let me let me just pull up a friend of mine and Show you So my friend Ross here helps six, seven and eight figure business owners redesign their business to run without them. So essentially he buys back their time using systems and processes that they can learn from watching his content.
So this is an umbrella statement. He helps these specific people solve this problem. Okay.
And see how he's tying it in with the results here. Like this is the outcome they want. And he's targeted the exact type of people.
If he just said, I help business owners, that could mean people who make, 20k a year but he specifically said six figure plus so 100 000 a year plus redesign their business to run without them he could say make more money or save more time but he's very specific as to how he wants to solve that problem and then if you watch his content all the content fits under this category so i help x get y i help these people get this result specifically then your buyers top three problems sit under it right channel emails and offer all match it so if we watch this content how i run my business in four hours a day matches the statement how to make top decisions like a top one percent ceo six seven eight figure making decisions redesigning the this this ties directly with what he's saying here business is hard unless you until you use ai like this little bit wider but still fits the statement you understand now if you were to make a video being like Literally like what most people do who have no clue about how YouTube works.
Day in the life of Ross and here's what I get up. I make my coffee. I do this.
I do that. No one really cares about all that stuff. And that's why he doesn't make that content.
So you have to have an umbrella statement for your client. They need to have an umbrella statement who they make content for specifically, right? Same problem, three rings.
So I've already covered this, right? Tony Robbins solves general self -help problems, solve lots of different ones.
Then Alex solves self -help problems, but in the business lens. Then I help people who want to start AI service businesses. And so I know I can't compete with these two guys because I haven't been in the game for 50 years or, you know, Alex or Mosey, whatever companies he started.
But I know that I'm really good at this specific thing because I've made seven figures through service businesses and I'm really good with AI. And so I know I can solve specific problems there. It's a wide enough market that, you know, if I want to sell products or get sponsorships for this YouTube channel as a business, then I can do so without it being like a really tiny market where I'm only helping like people who, I don't know, beehive, what do you call those?
Beekeepers. Imagine I'm like, oh, I help beekeepers fucking make more money. It's going to be a very small market.
And so if you're working with a client, the initial thing you can do is improve their positioning or ensure that their positioning stays consistent across their content because that is a problem a lot of people have and if you can explain this to them articulate it to them well you know you can take this course and you can transcribe it and you can turn it into documents that you use to practice on sales calls or in conversations with people or you can provide it to them i don't care it's free i'm putting it out on youtube do whatever you want with it like give it to people and and and and just understand that this is really important and if you can show them examples of this just like i've shown you you'll start to understand why this stuff's important okay so credibility why you in this ring why how what have you done that they want do you so so this is like how can I like if I'm solving this problem I need to have credibility that shows them I can solve this problem and so this is also critical if you're helping a client in their positioning because they need to have credibility a lot of people try and compete in spaces they don't have credibility in and that is why they fail and so the thing that the reason I'm teaching you all this stuff in really deep specifics is so that you can
diagnose problems that channels have so if you see a channel that you are reaching out to and you say i want to help your business you can look at that channel and you could just guess and be like well this is maybe like maybe your titles aren't that good or your thumbnails aren't that good that's what someone who doesn't know youtube would say because they aren't they aren't looking at things from the ground up this is the ground up the first thing you need to look at is is their positioning specific enough Do they have the credibility that matches their positioning?
So if they'd sold a $100 million business, it's stupid for them to target a smaller space like AI service businesses because they can get away with that positioning to work with all businesses, which is a bigger market. But if their positioning is, like me, I've only made seven figures online, I don't think I'm qualified to talk to $100 million business owners.
In America who sell, you know, physical stores, physical locations, right? I just don't have enough experience and credibility to teach those people. But I do have enough to teach this little wide market.
So you just have to understand that a lot of people, you need to pair their credibility, like what have they achieved tangibly and can prove. Because I can prove all the stuff. I have all the payment dashboards.
I have an article and stuff like that that verifies my income from a third party source. Alex Ramosi is the same thing. And so if a client you're working with has none of this experience, then it's hard for them to position themselves because a person watching content from someone like it's a yoga teacher.
Sometimes it's easier to demonstrate that credibility. Like if if someone's teaching yoga and they're morbidly obese. and they're eating fucking doritos every single video the viewer is going to be able to tell instantly that this person is probably not the best person to learn yoga from because they don't look very mobile so that's pretty simple right so what have you done that they want so if you're a personal trainer you should probably be in shape at least decent shape can you prove that by showing up on screen all you need to prove sometimes is that you're actually in shape you don't even have to say anything you don't have to go on and say i have a six pack and show the six pack we can see you're in good shape but this is specifically i'm talking about this specifically because a lot of things aren't as simple as i'm in good shape it's like i could show up on this video and talk about anything but if i don't actually show you the proof that i have made x amount of money and you can you can't look like you can look me up you can find like proof that i've made the money so
I have to specify that typically at the start of every single video, because if I don't, you wouldn't be able to tell just from my background, right? I have a professional background, et cetera, but I have to also show you that. So credibility, you need to ensure that if you're working with someone, they have credibility in whatever they teach.
If their credibility is good enough, you can make a judgment to say, I think you could target wider, or I think you should target more specific. That's very important. Now positioning decides the content.
So every idea, this is where we get to a point where a lot of people make stupid decisions because a lot of people try and become a YouTube consultant or sell YouTube services. And then maybe you'll attach a guarantee to your YouTube services, right? We are like, I'll make four videos a month.
We'll get 2000 views a video. If you only looked at the ideas and the titles and thumbnails. Maybe the title and thumbnail is good, but maybe it's not on the right channel So you can make the best title and thumbnail in the world But if you're making it for a channel that has its positioning fucked up You're not gonna provide them a good service like the views aren't gonna come So this is why it's important to understand the fundamentals again.
I know I'm repeating this and I know I'm drilling this back into your head, but If you want to make guarantees and money back guarantees, you really need to understand the fundamentals of what you're guaranteeing. Because if you're guaranteeing someone views, you need to understand why the views aren't coming in.
And if your only perception is that the title and thumbnail or the video isn't good or their background isn't good enough, these are like tertiary problems. They're problems higher up the scale that you can solve later. But you need to solve the positioning first.
Hopefully that makes sense. That's positioning. I think that's everything.
Now I want to go back into the course. So once we've solved the positioning problem, and look, I cover more of this more specifically in my AI partner program. This stuff goes really deep.
And if you want to learn more, I recommend you check it out in the link below. And I can talk about this for days. So if you want coaching, et cetera, et cetera, check out the links below.
Now, ideas and title. This is where we get to. Some of the stuff that people consider more important It's just as important positioning is the most important then you have this, right?
so Ideas are before thumbnail and title. So an idea of a video has to be good. Let's say Let's actually look at Alex Ramosi, right?
So this video has a million views in comparison to this video Why do you think so? Well, I can diagnose it. So the idea is The thumbnails are essentially the exact same, right?
They're literally just a tweet and him and then a business, right? Why is this video better or getting more views? It's very obvious to me.
This video should be required viewing for business owners, right? Now, obviously, because it's from him, it is. Let me just zoom in, actually.
So this video should be required viewing for business owners. Now. This guy has enough credibility.
He's got a big audience. He's always going to get views, right? So why does this video get almost double the views in less time?
Because the title on this video and the idea behind it is, can I save this failing theme park in 90 days? There is a stake attached to the idea where we have 90 days to solve this huge problem. A failing theme park is a pretty big visual problem to most people.
If they think of a theme park they think this big grand thing that costs a lot of money and makes a lot of money and it's just a really opulent thing. And so they think about it failing as a big deal. No one would think about an AI service business as a big deal because they can't see it visually.
But this thing failing within 90 days is like a time crunch. It's like oh my god we have to fix this or in 90 days the big thing is going to die. And so this is why I think this has more views because the idea behind it is more interesting.
Now the video here could be bad. There are loads of, there's loads of nuance to YouTube, but this is as a specific thing, why an idea is more valuable. Okay.
And so the thumbnail is obviously the same videos I would imagine are produced in the same way, but the idea behind this one is much more valuable. So let's go back. Where should an idea come from?
It should not come from a hunch. A lot of people get into business and they think that everything is a good idea. Sorry, into YouTube.
A lot of people get into YouTube and think everything is just a good idea. For example, you might be walking around when you get into business and you will probably, on your little walk, have all of these thoughts that pop into your head. And a lot of them you'll think, damn, that should be a piece of content.
So let's say you have an epiphany about... ah, I should make my onboarding process more efficient because that would save me two hours a week of onboarding new clients. That is a benefit.
Like that's going to solve a problem for other people as well. If you were to say, okay, I've figured out something that everyone else hasn't figured out. It's of actual value.
And so a lot of people will then think, well, I should make that a piece of content. I should say, here's how we fixed our onboarding problem. You'll see this in channels that don't do very well a lot.
Their ideas aren't interesting to that many people. Because really think about that. Onboarding.
How mission critical is the onboarding process being sped up by two hours to most people? Not very mission critical. So if they're on YouTube and they're scrolling through and they see, how did we fix this theme park in 90 days before it all crashed down?
And then they see, well, here's how we specifically changed our onboarding process to save us two hours a week. Which problem seems more pressing to that person to get to the answer of like they're like if I watch the alexa mosey video I get understanding of how to fix a failing business. That's massive in 90 days Maybe that'll give me like long -term information on shit that I really need to know this onboarding specific isn't very interesting However, it doesn't mean that you can't have that video as a specific like you can't include that onboarding Lesson that you've just learned in a video It could just be a part of a video.
The idea and the packaging must be interesting to people. So that's why not every idea should be on the packaging. It's like having a movie, right, where loads of interesting things happen in the movie or a TV show.
But when you're coming up with the packaging, that's the thing that the most amount of people are going to see to try and sell them on clicking the video. So you need to figure out what's the most interesting way I can package this video. You can't just say, this is the problem I solve.
And because it's specific, here's why that title is going to work like the onboarding title. You have to be more specific and you have to solve the problem more specifically. So a way to maybe package that is how I run my consulting business in just four hours a week.
And then you give seven tips on how I run my, you know, a better title would be how I run my million dollar a year consulting business in four hours a week. And one of the points in that video, you make five points of five ways that people can, things that people aren't doing very well, that you're doing better. And one of the points is onboarding.
We streamlined our onboarding and blah, blah, blah. You see how you're still able to put that little idea that came into your head, that's a good idea and should be out in the world. into a video without making it the entire title and thumbnail of the video.
So, ideas and titles. This is, again, this is a course on its own and I probably will make it and I'll offer it as a paid thing or it'll be inside AI Partners. So this video might specifically also be inside my paid course if I think this is valuable enough and I want to add it in here.
But ideas and titles are very important. Now, outliers. so this is a way a kind of a cheat code if you don't know how YouTube works to Get your videos to perform better but again, it comes in nuance people just try and They think this is just as simple as like one click So an outlier is a video that outperforms the average content on that channel.
So if we look at Ross here Ross is a great example So you can see like most of Ross's videos get 9 ,000, 10 ,000, 6 ,000, 3 ,000, 12K, 3K. So how many views on average do you think Ross gets?
I would say we can guess from the last 10 videos, it's maybe 8 ,000 on average, right? So what is an outlier? Well, let's have a quick look and see if we can find one.
157K, outlier. Why is this an outlier because it not only does it outperform his average? So, you know getting 15 ,000 is obviously outperforming the average of 8 ,000 But it greatly outperforms it it gets a hundred and fifty thousand views Therefore this video is What what's it about 20 times more interesting than his average video to the wide market?
So that's why this video does well. So if I was a competitor of Ross, I would take the idea he has and make the same video, but the content would be different. So I would take his packaging that clearly works, so his title, his thumbnail, and his general idea, and I would put them on my video.
I would restyle it, make it look my own. Then I would make the content of the video different. That way, you're not just stealing someone's video.
You're using the same package as them, but then you're making the content different. And now you're making a video that you know is 20 times more interesting than most other ideas in that space. Does that make sense?
Hopefully that makes sense. An outlier is just an easy way to make content that you know will perform better. It is much easier to base ideas for content.
of already performing content that your audience wants it's not a bad thing to make content that people want even though even though it's gotten loads of views that is all the more reason to make the content because people care about that stuff they're saying we want this we're all clicking on it and so what you do is you can repackage someone else's outlier But if you repackage the exact same thing and all 150 ,000 people see that thing, they're going to think, well, this guy's just stolen the entire video of someone else and they're going to rate your channel lower.
They're going to click on you less long term. But if you take the packaging and someone's like, oh, did I see this video before? It's interesting.
I'll click it. And then your content's about something different, but it's the same packaging and same idea. You have inherently made a video that will perform well.
and this is what you should apply to clients you're working with you should find videos that would perform well because they have performed well for other channels in the same niche and you should figure out how can we make that video but put our own spin on it so let's go back i need a sip of water because this is like this is a long recording all right so outlier what counts as an outlier If a normal video gets 200k then 400 is double the average video 700 is you know three and a half times so that's that would be considered an outlier.
Now you want to go for the biggest possible outliers you can so if a tiny channel gets a million views on a video and every other video gets 100 views that's an insane idea. You also need to see can the channel you're working with or can your channel actually make that video. Can they pull it off?
Because maybe the video that they got all the views are on is because that person did something incredible and they specifically could have done it because their specific expertise. But if you're trying to remake that on your channel or for a client, can they specifically do that? Like, is the average person going to believe that that's this person did the same thing?
Because if you're just trying to remake it and it looks shit, like it's going to look like a shit copy. So I just want you to understand that. It's really important.
Now, two cases that people trip up, right? 600 views on a channel that averages 300. It's technically 2x, right?
But it's still too small, right? There's not much of an audience. 2 million on an average, on a channel that averages a million, is a million extra people.
So there's clearly a difference in numbers here. oh sorry i'm not even screen sharing so i was just showing you that 200k 400k three and a half 700k is three and a half times the average video now if you were to apply that to all numbers right if you're this is where like nuance comes in if a channel gets 300 views a video and then one video gets 600 views yes it's technically double right and it doesn't mean it's a it means it's a good idea it's better than the other they have But there are multiple factors that can go into why that video did better.
This is why YouTube is so hard. So typically, as a good rule of thumb, you don't typically want to look for channels that are only getting 600 views anyway. You want to look for a channel that averages a million views and gets 2 million.
So that's a 2x outlier because it's 2x performed the average on that channel. Now the beautiful thing is you can get AI to do all the math for you here. You don't have to like specifically troll through channels.
You can build an AI tool that finds outliers and then filters them by the amount of multiple in terms of how many views more it got than the average video. So if you go into AI, say scrape Ross's channel and find videos that performed, you know. five times better than the rest of his content like like if i were to say find videos that perform five times better it's not going to pick videos that got 20 000 views but it's going to pick these ones look at 170 157 etc etc it's pretty simple right So you can filter by how well did this outperform.
Then you pair that with the credibility and positioning of the client's channel that you're working on or it's your channel you're making content for. And you make the content in a way that fixes all those things. And I don't know if this is the, you know, obviously I put this course together over a couple of weeks.
But yeah, this is pretty much it, right? So you're going to work with the client. They're going to have their channel.
And this overlap is where a channel. You have to make the channel unique as possible if you can, if you're working with a client or doing it yourself. So you have your channel, then you have the niche, which, you know, AI services, then you have the AI niche, then you have adjacent niches.
So we have AI services, right, which is a business, and then we have the AI niche in general. So adjacent niches, adjacent means things that are similar to but not exactly the same. Adjacent niches to an AI service channel might be Other service channels, so video editing channels, people who teach other video editors how to get more clients.
It's the same type of business model, but they're selling video editing specifically instead of AI. So a video editing channel might have a really good video that pertains to the specific nature of service business. So let's say the title is, here's how video editors can get more clients or you know, it's some specific really good title.
Like actually there was a really good title I saw the other day. It was like getting lean is bit by bit. It starts bit by bit and then it comes all at once.
Let me actually see if I can pull this up because I did really like that channel. Getting lean bit by, oh my God, I can't even type.
Right. So let me show you this. so this is a video i came across yesterday performs really well like i guarantee this is a big outlier for this channel because i've never seen this guy before so yeah 5000 views 60k views 10k views 20k and then you have this video of his which gets 335 views now i think the reason this performed really well is because it's got a good idea and it's got a really good title now this would be i would consider an adjacent niche Because if I make videos about how to make money with AI, I can look at this video and I'm like, well, how could I take this as an idea and make it on my channel?
Well, I just changed getting lean to getting rich. Getting rich happens little by little, then all at once. If you really think about the concept of this, what he's saying here, I imagine, I haven't watched the video, is like getting in shape doesn't happen overnight.
So little by little. So every single day you're tracking your food, you're going to the gym. And so you don't notice on the little things.
And then one day you kind of look in the mirror and you say, wow, I've really changed here. So that's kind of the perception. But that's an interesting title because it makes you think, what do you mean?
Like it makes you think, you know what I mean? And then you see the guy's jacked, which is a good idea in this specific case because. If he just wore a shirt, you know he's in good shape, but it is a good idea that he's shown his six pack here, which is the visual that people care about, right?
So I just wanted to show you that in an example. That's an example of an adjacent video that could perform in other niches where the mechanism is to do work to achieve result. Getting fit or getting good at yoga happens little by little, then all at once.
Getting blah, blah, blah. I think this is a sick title. You know what I mean?
And a really good thumbnail. And I think it could perform in other niches, just changing the word link. So this is why it's important to understand.
Because if you can take videos, if everyone else, here's what most people do. Most people who make YouTube content for their business, just copy ideas from other people in their niche. So Alex Ramosi makes a video, here's how to scale a business.
And he has a really good title and thumbnail. Everybody else starts making the same video. But the problem is everybody in the same niche probably watches Alex Ramosi.
So they've seen this video. So they look to you and now they see that you're not very creative because you have just taken a video from Alex Ramosi. Whereas if you go to adjacent niches, the chances are much lower that the average viewer has seen this guy's video about getting lean bit by bit and then all at once.
So if you take that video and you pull it into this niche, now you've essentially gone outside, taken something in that everyone in your niche hasn't seen before, but it's a really good thing because it's been proven to work in other places and it applies here. You can make a really good video. And so you can get more views and you appear more original in your niche.
And you are being more original because you're essentially like, if you ever look at music, how music is made, you know, people sample musicians from the 1970s. so you could say well it's not original they're not creative but it is it is creative because they're going to an obscure part of music history and taking what they what works in it let's say they make like house music and they take a sample from 1970s jazz music and they work it into a house song and it's a really good thing it works really well they've just made a great song from something that's an adjacent niche they've taken a music genre that is not the same as their own But they've worked it into what they do.
And so this works the same for YouTube. Now, you have three things here. I've listed them out.
I've probably covered this already, so I'll not repeat myself. But what has worked already? So if you're coming up with ideas for a YouTube channel, right?
A good thing to do is what has worked for this person already? Reuse that before you invent anything. When I used to make TikTok content, and I privated all my TikTok content because it was just cringe, to be honest.
I just thought it was cringe. So I used to make TikTok content about personal finance and business back in the day. It performed really, really well.
And one of the reasons it performed well was if I had a winning piece of content, I literally would make the same video the week later. And because I knew that TikTok focused more on like that video wouldn't go to my followers as much. It would go more to people who haven't seen me before.
I knew that I could make the same piece of content and just market it again and again. Because... TikTok will push the same thing out over and over again.
It's the same as YouTube. You'll see this a lot with videos that perform well. If we go to my channel, let's go back to my channel.
One sec.
I can show you this in action, right?
Popular. Let's go. Okay, so what do you notice about my best performing videos?
Free copywriting course free copywriting course free copywriting course free copywriting course That is an outlier, right? That's the same video performing well in Over and over again because I knew the free course videos even this you're watching. This is a free course Because I know these videos are interesting to people You might think well, you can't just make the same video every week true You can't make it every week But you can definitely remake it and if you want to get quick wins for a client or your own YouTube channel you should remake winning videos because that worked really well so this is the sort of tier list of things you can do to get views on people's channels and make sure that you're not putting shitty ideas in their head and actually get them views then you go to the niche you go to other competitors in their niche and see what videos are performing for them how can we remake them because this is the most sort of correlated with what their audience want then you have adjacent niches which i've just talked about which is you know
Take ideas that work in other niches that can work for ours. Make sure that it can work for yours. That takes a little bit of brain power.
Like, is the idea actually adjacent, right? So like, let's say six bicep workouts isn't really going to help for like, you know, AI service content because there's just no real correlation. You know, the only correlation is something like six.
I don't know, six AI outreach methods or something, but it's not very similar. So it's not really a good example. So that's why it's important to look at the adjacency and think a little bit about it.
Let's go into the pattern bank. So I've been filming for quite a while here. Let me just check how long we've been filming.
49 minutes. That's okay. I want to get this course done ASAP.
Pattern bank. So one sheet, this is the thing you're actually being paid to keep and the reason you never start from a blank page. So having patterns saved and ready will save you a lot of time in the process of making content.
So you should have a document or something like that and it should list titles that performed well already for you, power words that repeat. So let me just go back here. A power word in an example here is copywriting or free.
those perform really well over and over again. Here's an example, a perfect, perfect example of an adjacent video performing well. Let me just pull up an example here so I can screen share.
Just give me a sec. Steph France. So I was scrolling YouTube one time and this video came up for me and it's not the typical content I make.
But if we go here, I ended up getting to know this guy. Great guy. So if we go to this top video, I remember this guy's average video, like his second most viewed video was only 41 ,000.
You know, it's still great, but it's like compared to this one, this is 600 ,000 almost. This video exploded, right? And this video wasn't specifically about, there was nothing to do with copywriting.
However, I saw that this was a great title and thumbnail through experience That's why I understood like this this performed because of that because the video itself was very long and probably boring to most people It was a tutorial. It's probably still a good video, but This video I knew performed because the the image in the thumbnail worked well Also, it appeared like it's kind of like what a boomer would write find hidden gold mines that make you money Everyone else is being like this me.
It's a thousand dollars a day. Hype hype hype. Where is this guy?
It looks like a guy who's more genuine because he's not trying to hype things to you. And this is a really interesting visual. So that's why it performed well.
So to engineer that for my channel, I remade the same video. So I remade it as copywriting on Reddit can make you money. And as you can see, I got 23 ,000 views, which is one of my most viewed videos, right?
I took the title and thumbnail that this guy had, which was Reddit Hidden Markets. I made it more specific to my niche by using a power word, which is copywriting. I used the same idea.
I used the exact same Reddit can make you money. But then I said copywriting. So I tied my niche really specifically into a winning title and the same thumbnail.
And I was basically able to get an outlier in my niche and nobody else was able to make that video. Nobody, like someone else, someone else eventually made the same video in the copyright niche, but it didn't perform as well because they just took it from my channel. Whereas I took it from someone else and then I remade it.
That person just recreated my entire video. And so it's not going to perform because everyone's already seen the same video in the copywriting space. But it was, it performed well for me because no one had seen that video because it was in such an adjacent random niche.
And then again, to show you, like, I know what I'm doing here. I made the same video, but I called it with Instagram. So it's the exact same video I did, but then I'd use Instagram because I realized that that could be interchangeable.
Like the website could be interchangeable. And I'm pretty sure I did this like a few more times. Yeah, I did it with Upwork, 13k views.
So school, I did it with a slightly different graphic and Trustpilot as well. So that's like five or six videos that I think generated in total about 100 ,000 views. All from one good outlier that I saw on someone else's channel.
nothing related to copywriting so this is how you can actually engineer good ideas over and over again right so power words that repeat so what are the words like if you do pattern analysis and you look at a channel and you look at all the biggest channels in that niche do the top performing videos have patterns like do they have things that show up again and again write those words down you know a lot of a lot of the times it's like I 10x my business so 10x would be a power word or in my case copywriting because it speaks specifically to what the video is about it ensures that the people watching are interested in copywriting and then you can work it in with more general titles title structures so again free copywriting course zero to this number they work as title structures or let's go back What else was the title structure that worked for me?
Let's go see.
How to achieve result brackets with no experience. How I became successful with copywriting my story. How to get copywriting clients with no experience.
How to start a copywriting agency. And then I could have basically put brackets from your bedroom in 2021. So a general thing and then a specific thing that would be more interesting.
Right. Here's another title structure that works well. If I did X, I'd do this first.
If I started Jiu -Jitsu today, I'd do this first. That seems to a viewer like, oh shit, this guy's been in Jiu -Jitsu for a couple of years. He's a black belt.
And knowing what he knows now, he could have... saved himself time or achieved a better result if he had known this information. And so he can pass that on to me in this video.
So I have more, I have interest in watching it. And so this is a video that came from a completely different niche about, you know, YouTube coaching or something. It was like, if I started YouTube today, I'd do this first.
And so I applied this to copywriting and I got 13 ,000 views. So as you can see, a lot of ideas can be engineered to perform. Okay.
Then we have thumbnail text. So Again, another specific one.
Typically, you don't want to repeat the title and thumbnail. So on each thumbnail on YouTube, let me just pull back up. On each thumbnail on YouTube, you have only a select amount of real estate.
You have visual space that is intended. It's the most important thing to get people to click the video. The best thing you can do is ensure that if there's any text, there should be no more than five words on a thumbnail.
Keep that in mind because loads of people make these shit AI thumbnails now. They look terrible and they have like, you know, how did I achieve this result? I couldn't believe it.
This was insane. They'll have like five different pieces of text and there's no structure to how the thumbnail actually looks because like your eye is going to this piece of text and this piece of text and this and then a picture of you and then a laptop holding money and then your title. So they have like seven different things to read at once.
People need a very clear title and thumbnail. Where it's very clear. They don't have to.
They have to look at tiny pieces of information. And see. Like if you look at Alex Ramosi's.
His face. The game is rigged. And then.
The title. The title corresponds with this. You know what I mean?
He's not repeating himself in the title. He's not repeating himself. He's not repeating himself.
The text on screen is three words. Four words. Three words.
Or four words. One word. Two words.
You understand? Like you see all of those. He doesn't have.
ever any more than five words making money is a game six words you know what i mean but it's that's an exception because it's typically less than like four three or four so why is the theme park failing in 90 days we're going bankrupt it complements the storyline in the title here thing is going to blow up in 90 days because of this reason and so it's positioned as i am the person who fixes this You understand?
So the text on screen complements the text in the title. Then you have thumbnail styles. Thumbnail styles are, as you can see with Hermosi, him on the left, picture of the business on the right, text in the top right, boom.
And he's got a different thing specific to the business. So this one is for dental companies because it's a dentistry. And then he has dentist stuff in his hands.
This one, he has hard hats and stuff like that that you would typically have for a theme park. Keys, roofing company, et cetera, et cetera. Very simple.
Thumbnail styles. You know, you can have different thumbnail styles. Like he has ones where it's just his face in the center and then text, big text on the bottom.
So you want to have all these banked because it makes processes much quicker if you're working with YouTubers or if you're making your own content. You don't want to be coming up with new ideas from scratch all the time. You want to have consistent styles that you use that reduce the amount of thinking.
Because again, This is all a process that has to be repeated. YouTube is a business, right?
Some formats are rewarded. As you can see, Alex has started a whole thing where he fixes another person's business. It's clearly a format that works for him and probably drives business towards them and drives credibility.
Then you have video length. So another factor, like, are your videos 25 minutes long? And do your average viewer have 25 minutes?
Like, I showed you Ross's content. Ross's content is not going to be four hours long because typically the people who he's targeting, which is six, seven and eight figure business owners don't have 40 minutes to watch a YouTube video. They have 10.
So his videos don't go on that long, right? This might be different. However, for this course, you probably have more time in your hands to watch this course, which means a longer video performs better for AI service people who are interested in that stuff.
Top three problems is another one. So what are your problems specifically? Like I want to start a business.
I want to not have to show my face. I want to do like they have problems that where they don't want to show their face, but they want to make money and they want to use AI because it's interesting. So you can solve that in your videos.
Then you need to focus on what they hate. So you need to think about like what does your target viewer hate? Sorry, I haven't even shown the screen.
Top three problems. Sorry, I wasn't even screen sharing there. I just want to quickly show you again.
Hermosy's titles and thumbnails. Text. Here's how the text work.
Here's how the text works. You get the gist, right? Not much text on all of his thumbnails and titles.
And the same thumbnail format for a couple of videos. Okay? I just realized that wasn't sharing screen.
Instead of re -recording this whole thing, I'll just show you. All right. So, going back here.
What do they hate? Target that. Just target that right.
I knew people hated paid copywriting courses without getting any value upfront So I always made my videos in free copywriting course, right? Now let's go back keep it small thousand rows means you're collecting not spotting. Okay.
I don't know what this is I just I don't want to I don't want to ramble to you, but You can you can scan during the niche, right? You can have a box you can have AI box that filter for our layers and that will help you but also looking at YouTube yourself is valuable because if I had to look for There's no bot that would have picked up the idea of the Reddit hidden markets video.
There's no bot in the world that would have picked that up because there's no real criteria that I could have set to find a video like that. It's just some problems are not as easily done by bots. And this is where your value comes in because if everything could be done by AI, there'd be no value in an AI service provider like you.
Now the formula. So we've already talked about this. Adjust an outlier, don't invent a title.
drumming drumming mistakes that kill your progress 900 views on it 900 000 views on that thing okay so we've kind of covered all this stuff x mistakes that kill sorry your y so big mistakes that kill your business big mistakes that kill your drumming and the progress you know i mean like there's specifics to everything here i'm not going to go through this again because i've kind of covered this now what makes the title work Again, there's more specificity here to teach you.
Big. So do you make the result feel big to the viewer? So let's look at the Alex Ramosi thumbnail.
I actually might just drag and drop this in. Where was the one? I really like that thumbnail.
Let's just drag that in so I can just show you every time. All right. Does the result feel big?
Well, theme park is big. So yeah, it's going bankrupt. So yeah, it's pretty big.
can i save this well easy it's kind of like this is the guy who like this is the guy who knows business he's built 100 million dollar businesses which is more valuable typically than a theme park so it's it's like can i save this it's not like we're going to try 500 methods to save this it's just can i save this right new well this one specifically isn't new but there's a time limit on it just time crunch and it's a new video you know i mean and they're going bankrupt so it is kind of new because it's important and then safe does it feel believable it feels believable because we know alex hermosi is good at this stuff right so other examples let me see if uh if my copywriting course videos help okay i mean here here's actually one it's one of my latest videos as i record this content The new way to never hit cloud limits.
So I saw a video by someone who said, here's how to never hit your cloud limit. So how did I change that title to get 20 ,000 views? Instead of just saying never hit your cloud limits, I said the new way to never hit cloud limits.
And then I included something visually interesting that would make people want to click.
Okay, so if you know what you're talking about with AI, this video is big, easy, new, and safe. So let me address why. Let me break this down because I think it's important.
So the problem people have who use Cloud AI is that they hit limits. They can't work anymore because their limit is capped. They're not allowed to use it anymore in the five hours that they want to use it.
The solutions typically people present in the AI space are you go and download this thing off Twitter or you go and do this fancy complicated thing, which makes it not feel safe because then you have to download external things to your computer. What if they're not safe? What if it's a waste of time?
So I'm solving that by showing you that in the cloud thing, I just put this little command in, which is slash limit reset. So all you have to type is this little phrase that solves the problem. So it makes it safe.
Big, big, easy, new, safe, easy. So it's easy to type that text. It's also safe because you can do it inside Claude.
It's new because I've literally put the new way as if this is a new development and it actually is a new development. And it's big because it solves a big problem. People hate hitting Claude limits and they hit them every single week.
This is a major problem for people. So this video worked really well. Big, easy, new, safe, big problem, Claude limits, new way to solve it.
Do it inside Claude. If I had to package this with something like download these 15 things, then it doesn't feel safe or easy. It feels complicated and difficult and unsafe.
Now, that's how you make a title work. A shitty way to do that where it wouldn't have been safe is how I reset my cloud limits using these simple tips. No one cares.
No one wants to sit through all that shit because... The general perception in the AI space is that people overcomplicate things and people want easy solutions. And so that's why I packaged my video that way.
And it actually delivered on that in the first minute. That's why the video did really well. Right.
So how to make money with AI. Be more specific. £14 ,000 from AI in 29 days.
Tips for a better thumbnail. Here's a better title. The thumbnail change that doubled my clicks.
So it's one specific thing that sounds easy, fun, perfect. Compared to a really generic statement. YouTube growth strategies.
The only three videos a new channel should make. Because it's specific. It sounds easy.
It sounds new. It's new information. And it will solve their problem of getting views.
I'm not going to again go into this keyword stuff. You can have a look at it and pause it. It's just something Claude's done.
Work in batches. And let the test pick the winner. this is typically how i do ideation right i'll come up with a load of titles and thumbnails for each video i do and then i will come back to it like an hour later and i'll say which title would i click on and why how do they match all of the things you can also have ai do this for you i've built software to make all this easier but it'll analyze your thumbnail and title based off the general perceptions of people in your niche based off is this presenting a new information is this doing this or that and that's the way you can you can pretty much you can pretty much like you want to you want to do volume for as much stuff as you can in your business so if you're coming up with titles and thumbnails more titles you come up with the more options for a good one you have okay titles are pretty easy to do they don't take that long so pick three or four titles not one Then each title should have three thumbnails.
So you make three different thumbnails, which you can do with AI. And three different angles. So for this Hermosi one, for example, you could say, we're going bankrupt.
They might have split tested this with other thumbnails, which say a staff member is leaving. And so it creates a different angle. It might still be a problem in the video, but it's a different angle.
So it's like, oh shit, how does he deal with staff members that are bad? Whereas in this one, it's like we're going bankrupt. So he's dealing with a specific different problem, but it falls under the same problem of saving this failing theme park.
And then YouTube will split test stuff for you. So it will give you the best split test you can possibly get. So on this specific test, in this video, I actually had a different title and thumbnail.
I did three thumbnails with the same title. And then I saw that one title and thumbnail got way more views than every other one. So I just set that as the thumbnail and then I split test three different titles.
And this is how we got to this video, which performed really well. Now you can keep doing that. And like, that's the service you can offer people is keep split testing their old content.
Iman Ghazi did this really well, where he used to split test, like he used to have new thumbnails and new titles for videos that are two years old. And that would change like every week. And he's maximizing the views he gets on a specific video that he made because he's just repackaging that thing.
Okay.
So one thumbnail a week means you only get 52 lessons a year on what your audience wants. Three a week is you triple basically your output. So that's why numbers are most important.
Then just repeat what works on purpose. So if you have a good format, just repeat that format over and over again. Like if you find, obviously you can find Alex Ramozy here has found his formats.
So can I save this? Can I fix this problem? Same thing over and over again, same title and thumbnail.
Then he talks about watch this video if you're this type of person You know, it took me 37 years to learn this blah blah blah so you can see how he's he's got these formats Like you come through here. It's not like a different thumbnail every single time. He's got the same things going on and on again Okay Now I'm gonna take a little break because I've recorded for like an hour straight my throat is about to die and I'll be right back Okay, so here's what the client actually gets from me, right?
This is quite important. Something that I don't think most people realize or ever cover in these things. So if you're providing deliverables to someone in the case of YouTube, right?
So think about the person that you're working with. They're probably going to have a YouTube channel. They probably have some degree of success on it or at least experience.
which is why you've reached out to them in the first place, because if they didn't have a YouTube channel, it's unlikely that you were going to have reached out to them, right? So whenever you're basically displaying that you, you know, whatever work you're presenting to them in the delivery stage, you need to show your workings out, right?
You know, like when you're in school, they're like, okay, how did you add those numbers together? And how did you come to this conclusion with them? with whatever math thing it was and you show your workings out the reason you do that is to show that you understand otherwise you could have just copied from the person next to you and this is actually what business owners appreciate and value some business owners sometimes they don't want this and you can communicate with the business owner yourself but A lot of the time with YouTube, because it's a reflection of the person's self, they want to see if you're bringing ideas to the table, why do you think this will perform?
Because it requires cost and effort from them. They have to sit and record a video, which most people don't enjoy doing. So you have to demonstrate in some way that you have a degree of certainty or at least solid reasoning behind why this video should perform.
That reduces risk and fear from them, makes the process easier. So if you're giving them titles, just show the outliers that you based the video on your reasoning etc etc everything in the above that i've just talked about previously will give you some some talking points as to why you've chosen something so if it's in an adjacent niche or if it's just a good video from a competitor or if it worked for them before you can justify it with those things so you have to show your workings out at least prepare them at least prepare those in your notes because The client will probably want to see them.
If they don't want to see them, no problem, but at least have them ready. AI can do most of the shit for you as well anyway. Like, if you're coming up with titles and ideas, do it in a Cloud Code chat.
And then whenever you're using Cloud Code, like, ask it to summarize how you came to that conclusion of that video being a good idea. So, it also has a receipt. They're not just buying into your personal taste.
they want to see the evidence and we've explained why okay so again checklist have a quick look useful so i want to kind of recap and go through a couple of things that may not have been covered in the course so far so firstly we have focus obviously we've talked about that talked about why this is the best year we've talked about the excitement curve and how you're going to be really excited now but If you don't take accountability, if you don't surround yourself with people that want to do this too, and if you don't invest in any sort of like coaching from an expert, you're going to try and piece every single incremental part of the business together by yourself.
And that's a very slow and weak way to do it, if I'm being honest. You're just going to waste so much of your own time. I highly recommend, I'm going to be honest, I highly recommend you invest in AI partners because we're going to help you get to the next stage.
You don't have to, but... to reduce the impact of this excitement curve it's a very good idea because we we help you with the staying on track part anyway why youtube services because there's a lot of money in it there's a lot of cash in it and i've just taught you a lot of shit that most you most youtubers don't even know themselves i've just distilled about eight grand's worth of or seven grand's worth of advice into a free course that you haven't even had to pay for so we've covered what youtubers pay for strategy is the best thing you can sell but you typically can't sell it at the start because even though you may feel like you're smart enough to sell strategy you have to prove it and so typically you should offer strategy as a free bonus when you're offering these other services but you have to ensure that you actually think take time to think about the things that you're helping people with if it's strategy wise so if you're strategizing for someone you can't just say this is what you do because this and that
you have to show your work inside as we talked about then there's the skill myth we didn't really cover this but you don't really need to you don't need to worry about previously having skills because you've just went on a youtube video think about how much stuff you've just learned like if you dive deep into these topics and if you're willing to invest in in programs and courses that go really deep on these things that's where you're able to learn information without wasting six months trying to learn it all on your own and then not being told by other people who have just done the thing that you want to do.
Then we have setting up your tools. So Claude Code, easiest thing in the world. It will make your life so easy.
I honestly speak to it all day, every day, like 90 % of my working time. is spent on cloud code. When it's not recording content or speaking to people directly that I want to do business with, the rest of the time is on cloud code because it just does everything for me.
It can interact with all the websites I want to use otherwise and it can just deliver work for me. It's great, especially when you work in the information business. You want to have a tool like that and you want to pay 200 bucks a month for it.
It's well worth it. Finding the pain, we've covered all of this. Why are you selling a solution, etc.
Then we have the three levels of delivery where we talked about selling the outcome again rather than just I will carry out this task. You can charge more money whenever you actually sell the outcome and you can associate multiple deliverables with that outcome. Again, we covered all this stuff.
Your offer and price. So we covered the five parts of coming up with an offer and the price. Very simple.
Ideas and titles. We just covered that as well. Thumbnails.
We covered that as well. Again, all of this, you can go in way more detail, show more explanations. Like you're not going to learn all the stuff that's in my brain or all the expertise about YouTube in a couple of hours of course content.
It requires you to go out and actually take action and then also just learn, just watch more content on it and like watch good content about that. Unfortunately, it's very rare to find people who actually share. Like the intricacies of what makes a good thumbnail title etc.
But those are the things that will get you paid So anywhere you can go to learn those things you should go I'll teach you them in our paid programs I will make more content for free like I don't want to just sell you only sell you solutions and stuff like that But obviously we have to sell something on this channel to make it feasible for me to show up and make these videos for free Even though I love doing them, you know, I gotta I gotta pay the bills in this business.
So thumbnails Anything else we wanted to cover? Oh, yeah, we've got a couple more things.
Scripts, hooks and intros. So we actually didn't really cover this. I'm probably going to do another course on YouTube specifically because I think it's going to be very useful.
Hooks. OK, so to cover this in in a little bit of detail. So the hook is the most important part of any YouTube video.
It is why people stay till the end. If you make a really good hook, you can keep people in the entire video. If you don't make a good hook.
No one's going to watch the rest. So the entire video is pointless. So you must heavily sort of top heavy the effort level you put into the start of the video because that is really important.
So if that means coming up, like you basically have to come up with, let's say you're delivering this to YouTubers. Let me just break down what you could do. You offer them intros for every video, like three variations of an introduction for the video.
So let's say we're doing that video about how to get lean bit by bit. I actually kind of want to watch this video, so I'll do it on this video right now.
So that's a really good hook. So he's saying, you are going to look worse. That's a surprising statement, you know, to the audience.
They're like, well, why is that the case? Like, why would I look worse before I'm better? So it's a big statement.
So there are a couple of main, let me just write these down for you. I know this is super unorganized, but the value is still here. Let me just drag this down a little bit off to the side.
There are a couple of types of intro, right? You have strong statement where you say something like he just did, which contrasts with general evidence or general sort of sentiment, what people would typically think happens. So people think like, if I'm getting cheap, I'll notice incremental improvements.
In fact, you might look worse. Here's why. And then that gets you to listen to the video.
You also have question hooks. So it's like, when's the last time you looked in the mirror and actually noticed the change in your physique? That's another one.
You're like, well, when is the last time I did that? Strong statement, question, statistic.
Did you know that 80 % of men in America never get jacked once in their life or something like that, right? And then you have to give them a reason to watch from that point because the statistic on its own is pretty boring. if it doesn't have anything else to follow it strong statement question statistic um there are there are a few more but typically these are the main ones there's there's yeah typically questions strong statements being contrarian my video recorder just cut out there but anyway these are the main three things that go into intros so you also wanna if you're working with educational creators you wanna have one of these three things to start the video Then you want to have a promise of what they're going to learn in this video.
So it's like, did you know, getting lean, whatever his hook was. It was like, you're going to look worse before you look better. Now this is interesting because blah, blah, blah.
But by the end of this video, you're going to understand the concept that took me from being out of shape consistently to having a six pack all year round. That's the promise. That's what you're going to get by staying.
So the hook is the interesting statement or question or whatever. This is the promise. proof why you're worth listening to i mean this dude probably doesn't even need to prove it because he's got this you know i mean but he could say i only train for 30 minutes a day and i have this body then you have payoff so deliver it no stalling this is like pay off the answer to this question or if this question is answered later in the video it can hook them and keep them for longer etc etc now that's the basics of intros so you can provide three intros per video maybe a thumbnail maybe a title And a general structure for the video.
There is a guy I showed you earlier in this course charging $3 ,000 a month for four of those. That would take me about 30 minutes, honestly. Maybe 60 minutes to do four of those a month.
This guy's charging three grand for 60 minutes of work because he's gotten really good at it. That shows you the leverage people have when they get good at a skill. And that skill is essentially thin air.
It's valuable, but it's essentially thin air. Imagine how much you'd have to work. Can you imagine how much you'd have to work to make $3 ,000 just the way some guy is making $3 ,000 for selling YouTube intros, YouTube thumbnails and hooks, stuff like that.
Really simple little tangible deliverables for a YouTube channel. He's able to charge that much because it actually brings a return for a business. How much?
How long would it take you to make the same money working on a building site, for example? Probably two months in a lot of cases, due to the amount of work that most people have to do. Two months of hard labor on a building site compared to 60 minutes of coming up with YouTube thumbnails and titles.
This should bother you. You should be bothered by the fact that other careers don't pay anywhere near as well as YouTube and AI service businesses. And you can deliver a lot of the work and you can really streamline this process with AI.
And so that's just the point I wanted to make. So back into the course.
Strategy and setup. Okay, so I actually didn't say this, but this is the process for how to strategize. So audit whoever's challenges you decide to work with.
You can do some of this in the call, but you shouldn't give them the solutions on the sales call. And that's for another course, like conversion and stuff like that. Converting someone who's interested in your emails, like the cold email you send them, and getting them on the sales call and convincing them to work with you.
You should audit their channel and say, yeah, there are a couple of easy swings we can make here just in terms of like your thumbnails, your titles, your hooks. Honestly, it wouldn't take a whole lot of work to like 2x the views on this channel. Here's why.
You could include one example of a good thing, right? This is a really good way of showing people. You can audit their channel, show them all the problems, show them where they can be solved and say, I can do it for this price.
Make it sound like a fair price, right? Decide who it's for and... what it's not pick a format that can be repeated and set a rhythm they can actually keep so help them come up with formats that make their life easier to film content and reduce their thinking load and then and then just basically rinse and repeat that's how you build a consistent youtube channel right production management so this is what youtube production should look like if you decide to sell this as a service you have ideas all of these should be batched by the way best best case scenario they're not always going to be but if you can like batch like four or five videos at once then you do all your ideation your creative thinking at one morning then the next time you can do all your scripting because these require different states of mind some of them require just blunt force work like editing video with you can do that with claude now editing video can easily be done with claude And it doesn't require much creative thinking.
It just requires like boring work. So you're going to be in a different headspace than when you're coming up with ideas and you're coming up with scripts because these are creative tasks. Filming is for the person to do.
And typically, if you're going to do it yourself, again, you'd want to do it in a batch. I like I film these these videos. Then I go for a big walk or I go get some lunch or something like that because they're draining.
They're physically draining. Like my throat takes a hit from filming content. Sounds a little bit weird, but I'm not going to dive into it anyway.
It's a joke. Thumbnails, again, a creative pursuit. It can be easily like AI can do a lot of this now as well.
If you look into these skills, they can easily be replicated. Then you have publishing, which is easy. AI does that for me now.
That's one thing AI does. Like I don't like to use AI too much in my video production process. I only want to use it to present information that I've already.
kind of spoken into a chatbot or whatever but like when i'm actually presenting information to you if if i'm just speaking like hey it's not because of this it's because of this you can tell i'm speaking in ai slop you know i mean i don't want to ever talk to you in a way that's like you think that i'm i'm just reading off a chat gpt script i don't do that i could save a lot of time i could pump out content everything could look good I personally don't think it's a good long -term strategy and you shouldn't do that as well.
If you're writing, you should be writing scripts yourself. Follow structures. Chachi Boutique can help you structure things and give you ideas, but you need to heavily edit what it does.
Because if you don't, if you don't quality control and you just be lazy with AI, you know, you're going to get found out in business. It's just straight up like that. Software.
i build softwares i'm i'm going to talk about this more in the future but i build softwares um for all the stuff i do on youtube i don't actually want to show it on screen at the minute because it's not ready yet and i don't want to put it public but i have softwares to basically manage the whole process of making a video and it speeds the process up massively so i put i basically i can input any reference videos so if i have an outlier i want to make a similar video to i put it in there and then we can recreate thumbnails pretty quickly in about honestly about five minutes um straight from there ai pulls and does a lot of work behind the scenes to make that process easier you come up with titles intros it can write interest for you based on the stuff that i've given you again it reduces your workload you still have to go in and change the interest yourself but it's less work than if you had to go and come up with five on the spot and then it just does all the other processes like it can edit your videos pretty well etc etc so
um software i'm going to at some point release software that i may release to you guys for a little bit less than i would charge businesses and you are going to be able to resell that that's some totally different um business service that i haven't even talked about here you can resell services or sorry you can resell softwares so for example like go high level is a software right go high level is a software that allows agencies and companies like this to have tons of features in one place so you can cold call people from this you can email people you can host courses you can do like 50 million things all hosted in one place and people like they have a feature where you can white label this software as though it is your own or make it custom to a business's needs and tailor it to exactly what they want That's called white labeling software.
It's something you can do, something I plan to release a couple of softwares for, and it'll make life a lot easier for you. So if you can plug in software to people's businesses, you can now charge them another monthly retainer that they will enjoy using, or you can simply just improve their experience. Because if they're working with you, they have all these nice softwares, and then they say, I don't want to work with you anymore.
Suddenly they lose access to all these nice softwares, these pretty things that made their life look... and feel easier. And so that's another way to keep your service quite sticky.
Now, let me check. There's still a couple more here. Still a couple more here.
We are blasting through this content. So reselling software. I just want to cover that quickly as well here.
So a weekend with Claude, you can build your own software. It's custom to what you need as you do this stuff, right? I've built all the software for YouTube stuff.
But if you're offering different services other than YouTube, Whenever you do a process, figure out can this be systemized and made easier by building an app or a website that does this quicker. And this saves like hours every single month.
It's like an ongoing thing. They save time so they keep paying for it, right? Now getting your first client.
So I recommend you make a list if you're doing a YouTube agency of 50 channels. Figure out that if they have money or not, right? So just do a bit of deep diving.
Do they talk about making money? Do they have a big audience? Et cetera, et cetera, right?
I'm not going to go into the detail of that because it would take forever to be like, this is how you'd filter, blah, blah, blah, right? Figure out if people have money. You'll be able to see people who have money and people who don't.
Have they got a cheap, shitty setup or have they got a nice professional one? Do they look like they take this seriously? Do they upload consistently?
Do they have business elsewhere that you can look at? You know what I mean? And you can get AI to filter all this shit for you.
it can it can literally go on to people's youtube channels take a screenshot of their setup and then make a determination of whether it thinks they have money it's not perfect but it's it's gonna do it at scale Then do the work first. So send them a free thumbnail title and intro for a video that you think would perform really well in their niche.
This will require thinking. And if you do a batch of 50 at once, you know, it might take you a day or two to really get through all of that stuff. But then you've got 50 people and you've sent them really high intent outreach.
And so it looks like you actually care, which is what we want. You want to actually care. Then just send it.
Just say, hey, I made this for you. Let me know what you think. I do this for people.
And if it's useful, I'd love to do more. Then get on one call, right? That's a really soft pitch.
Then get on a call, talk to them, you know, have your offer and stuff ready at this point. And then we go run a small paid pilot, right? We do a couple of like you do a couple of videos for them or one video or whatever.
Then we go to outreach. So we covered a lot of the sort of theory behind this. I recommend that if you can do your own content, you will crush it a lot more.
But if you can't, that's fine. Cold email, I would probably recommend second. cold ems cold email to be honest these are near enough the same like cold email just has slightly better software available and business owners tend to check their email more but either of these work i do not recommend cold calling i really don't send work to be honest best reply rate but least efficient is to send work ahead of time making your own content you typically you want a pair of these like this is where you want to spend majority of your time after your first month of really learning how whatever skill or service you have can sell to people so like in our in our ai partner program in month one we don't focus on um you know like heavily on outreach we focus mostly on building things and figuring out what solves problems for people and then month two and three we go really heavy on reaching out to people because that's reaching out to people is essentially like the highest leverage task you can do so everything else you want to systemize as much as possible get the knowledge understand what you have to do then reach out to people and start blasting emails and start making content then we have content turn the thing you do for clients into the thing that actually gets clients so if you do the work for a client
You make a video saying, hey, we changed three thumbnails and increased its views by 20 ,000, blah, blah, blah. And then other people see that, right? Making content is the highest leverage thing ever because you can make a video in the same time it takes you to, let's say, reach out to 10 people, but that video might get 100 ,000 views or it might even get 1 ,000.
But it doesn't require any further work after you create the work. That's why it is a high leverage skill. And this just stays around forever, right?
So that I'm pretty sure. We've got, oh, we've got three more. I'm not going to, I'm not going to skip out on these.
Closing on calls. So closing on calls is again, another full course. I mean, you go really deep on this.
To be honest, I don't think this is the thing you should stress too much about at the beginning. People stress about this shit. Bro, you're sitting on a sales call or, you know, you're sitting on a phone call with some business owner.
If he says no, he says no. He's not living across the road from you. You know what I mean?
So where you are now, what it's costing you, what would look good? What would good look like? Here's what I would do.
right and then here's the price so you can get into a full script if you want to see content on that i will post it um i prefer honestly just contacting through email or discord i've closed loads of clients without ever having to get the phone with people um so running the business every week deliver before anything else so make sure that when you're actually running the business and you got a couple of clients because if you pursue everything i've taught you and you self -educate here Best case, you join a community like AI Partners and you're getting advice from people.
It is a good idea to be very disciplined at that point. And delivering is the key component. So making sure you always deliver what people are paying you for because those are the, again, people who have paid you, best ever customers.
People who have paid you are the best people in the world for you because they really trust you. So make sure you always serve them before you serve others. Because otherwise you can't sell them anything else.
If you deliver a shit service, they're not going to pay you again. Make one piece of your own content if possible. If you're terrified of showing your face, that's fine.
You don't have to. But it would benefit you massively if you could do so. Five real conversations.
Actually speak to new people every week. And then look at your numbers. Look at the numbers of everything you're doing.
Are the videos you're producing for people working? Are they getting more views? is your own outreach getting views is this working is that working look at all the numbers behind things track the numbers track everything ai makes this so easy now you can just dump any numbers into like have it if it makes you a youtube like you're like if you can link it to your youtube channel you can link it up to your youtube channel and i can look at the stats and say people stop watching at this point or people didn't click this title right that's giving you data and you can just ask claude you can dump all your data from your business so How much money did we make this month?
Or how many people did we reach out to? How many people replied? Dump all the data into Claude and then just ask Claude.
It's like your business partner. It used to be that it was really hard to do this because you had to go to five different places, scrape through shitty dashboards, try and figure out what your numbers were in every other part of the business. Now you just dump it in one place and ask questions to it like you would anybody, all right?
Then do this month. Be simple, all right? Some of this is kind of overkill.
You don't need to worry about this right now. but just obviously invoice people on time have automated follow -ups if people aren't paying you or whatever make sure that you get paid put money aside for tax to be honest at the beginning you're probably not going to be making crazy money at the very beginning so this is something you worry about when you're making more money and typically you're going to be in a community like ai partners or whatever you can ask people questions specific to this so don't worry about you know business plans and all this bullshit like just pay your tax whenever you make the money worry about it when you make the money You know what I mean?
You don't have to worry about it. If you've no money coming in, you've no tax to worry about. So I hate when people start to focus on all this shit at the beginning.
They focus on stuff that isn't a problem yet. You know what I mean? And they think that they're doing something ahead of time.
In reality, they're putting off the work they don't want to do, but is what's actually going to drive the business forward, which is reaching out to people, being organized, all that shit. If you have shit clients, drop them. It's a waste of your time.
You want to aim for the stars here. You don't want to be dealing with shitty clients. There is no...
There's no reason on planet Earth you should deal with a shit client. If they're a pain in the ass, their money is going to be the same as someone else's money who's nice to you. So just drop them and look for someone better.
Raise price as you get better. Don't let the quality dip to chase volume. This is a pretty simple business principle.
If you start underserving the people who pay you, then you reduce your results, the amount of results you get. You also don't get paid again from the people who like you the most, which is your existing clients. And you're now basically building a business on shitty foundations.
Take on work. Don't take work that you despise doing. Like if you don't want to do a YouTube agency, you want to do something else, do something else.
Figure out what you do like. You're never going to love everything though. So don't like think I have to love this.
I have to love every single task in this business. You just have to enjoy parts of it. And the rest, everyone has to do parts that they don't like.
So if there's something you really like, like I really like YouTube. I don't particularly like recording eight hours of... content behind a desk with a big light in front of me like i enjoy talking to the camera i would do it i would enjoy it more if some of the things were different but i enjoy this so much that i do it anyway and then don't spend that yeah if you once you start making money don't don't spend it on bullshit right just reinvest get around smart people best thing you can do pay intelligent mentors be around smart people they will help you invest your money wisely And don't stop making your own content because that is honestly one of the highest ROI things you can do.
What to do now? Pick a service and one kind of channel. So if you want to build this, go off and pick a channel that you'd like to work with and a type of service.
Set up Claude and actually use it. Go get the paid version of Claude. Just save yourself time.
Pay it straight away. Best thing you can do. Do free work for a couple of real channels.
Send it and try and book a call. all right now i highly recommend you join ai partners again i know this is a shameless pitch but we are going to help you actually take action on this stuff because you're going to watch this entire course and if you don't take action on like what's the point you just you you could have watched like an entire season of breaking bad at this point but you've watched this course so it's clear that you have the intent to actually go and do stuff so i think that is the absolute end it is make sure that if you enjoyed this video you leave a like you sub You comment any questions.
And if you want to join AI Partners, you can click down below. If you want any of the assets I mentioned throughout this video, they will be put into an assets folder down in the description for free. And with that said, thank you very much for getting this far in the course.
I hope it has been of value to you. I hope you go off and actually do something with this and not just watch another video because I don't want you to waste your time. And YouTube will recommend you watch this video.
Again, I recommend you check out AI Partners if you've gotten this far. you may as well check it out so yeah thanks for watching see you next
The Hook
The bait, then the rug-pull.
The title promises a one-person business built on Claude, and the cold open borrows Sam Altman and a New York Times headline to say the billion-dollar solo company has already happened. Then the host spends the next two hours refusing to open Claude at all, because in his telling the tool is the easy part and the operator is what fails.
Process: the repeatable way input becomes output, the part Claude runs
Output: the thing someone can see and pay for
Feedback: sales, views or silence, fed back into the next input
Environment: people, physical space, information consumed
Every business, ad campaign and video is this loop. Most people stop at input, never produce outputs, and never change anything after feedback.
Steal forany diagnostic of why a project is stalled
43:00model
Three people, the same 24 hours
DJ the degenerate: 2 units of focus, 20 units of productivity
Average Joe: 4 units of focus, 40 units
Chad: 9 units of focus, 90 units
Hours are fixed; the unit of focus per hour is the only variable, and it is set by environment, setup and habits.
Steal forframing productivity as focus quality rather than hours
51:40list
One hour of outreach, five channels
Knock 20 doors
40 cold calls, maybe 8 pick up, 1 hears you out
60 DMs, most never opened
300 cold emails, tiny reply rate but scales while you sleep
One YouTube video, 1,000-plus views and it keeps playing for years
The ladder of asymmetric returns for a service business. Content and email leave assets and data behind; calls and doors leave nothing.
Steal forany argument for content over cold outreach
1:34:00model
The arbitrage: old way vs new way
Old: thumbnails $150 + editor $150 = $300 a video, $3,000 a month, $36,000 a year
New: thumbnails and edits by Claude, $100 to $200 a month flat, about $1,200 a year
Charge $1,500 for what costs them $3,000 and keep 15x on $100
The product never changed; the process layer got cheap. The money is made in the process layer.
Steal forpricing any AI-delivered service against the human-delivered incumbent
2:42:36list
The offer formula
Who: a specific kind of channel
Problem: the thing that is hurting them
Outcome: what is true after you show up
Proof: three examples and the guarantee
Price: a number that pays back from one sale
One sentence a stranger understands plus a number you say without flinching. Outcome must be phrased as money or clients, never as content.
Steal forany service offer or sales page above the fold
3:02:17list
The three things a stranger buys
New money: customers they do not have yet
De-risked: someone else carries the risk
Done for you: they lift nothing
A stranger weighs these in order and cannot weigh your skill. Miss any one and the number is zero, not lower.
Steal forstructuring a cold pitch
3:15:36model
The outreach funnel
300 emails
6 replies
2 calls booked
1 sale at $5,000
Reverse-engineered so you know exactly how many sends produce one client, then improved one variable at a time.
Steal forsetting weekly outreach targets
3:19:10list
Split-test order
Offer
Subject line
Email content
Next step / call to action
Change one thing per 300-send campaign, same niche, and read the reply count as the feedback. The offer is the base and fixes everything downstream.
Steal forany cold email or landing page test plan
3:36:30concept
Say the thing, do not name the thing
Never pitch a job title like video editor or content marketer. Pitch the packaged outcome: videos turned around in 24 hours twice a week with no extra effort, or four videos a month plus 20 shorts and 12 posts.
Steal forrewriting any service description
3:54:40concept
Easy mode vs hard mode clients
Easy mode is coaches, consultants and agency owners with high margins who can afford services. Hard mode is high-turnover, 2 percent margin businesses where your contribution cannot move profit.
Steal forchoosing who to prospect first
3:56:10list
Six pricing rungs
Performance only: paid when results land
Setup fee plus per video or per result
Retainer with a guarantee: refunded if you miss
Retainer, no guarantee: they pay for what you have done before
Quarterly up front
Quarterly plus bonuses tied to growth
Everybody starts at the bottom and earns each rung with proof, not confidence.
Steal forplanning price increases over the first year
4:02:10list
Three ways to sell with no proof
Performance: pay me per published video, nothing published nothing owed
Guarantee: $1,500 for the month, if four videos do not go out you get it back
Do it first: I already made one, here it is, do you want three more
All three remove risk from the buyer when you have no clients to point at, and the small setup fee still filters out tyre kickers.
Steal forthe first ten pitches of any new service
4:18:50list
Three prices you can say on Monday
Tasks: $400 a video, paid per thing done, the work is the proof
Process: $1,500 a month, the whole process, one inclusive price
Outcome: $3,000 a month, priced against the result you are promising
Start on the left and move right as proof accumulates. The numbers are arbitrary; the ladder is not.
Steal forany beginner pricing page
4:22:30model
Positioning rings
Everyone
A broad market
A niche
One exact buyer, one exact problem
Wider ring, more money on the table, harder to win. Narrower ring, lower ceiling, easier to be the obvious choice. Credibility has to match the ring you pick.
Steal fordeciding who a channel or an offer is for
4:40:50concept
Umbrella statement
I help X get Y, with the buyer's top three problems sitting under it. Channel, emails and offer all match it, and any video that does not fit is cut.
Steal forchannel banner copy and email signature
4:56:40list
Where ideas are allowed to come from
What has worked on this channel already: reuse before inventing
Competitors in the same niche: their outliers
Adjacent niches: proven packaging your audience has not seen
Never a hunch
Borrow the packaging and change the content. Adjacent niches beat same-niche copies because everyone in your niche watched the same Hormozi video.
Steal forweekly ideation for any channel
5:11:40list
Pattern bank
Titles that performed
Power words that repeat
Title structures
Thumbnail text, five words maximum
Thumbnail styles
Formats that are rewarded
Video length the audience has time for
Top three problems
What they hate
The one sheet you are being paid to keep so nobody starts from a blank page.
Steal foronboarding doc for any content client
5:23:30acronym
Big, easy, new, safe
Big: does the result feel big?
Easy: does it feel like one move, not fifteen?
New: is there a fresh mechanism or a time crunch?
Safe: does it feel believable and low-risk?
The four-question test for a title, illustrated with a Hormozi theme park video and the host's own 'new way to never hit Claude limits' video.
Steal forscoring any headline or subject line
5:28:20list
Batch and let YouTube split test
Write three or four titles, not one
Three thumbnails per title, three different angles
Let YouTube's built-in test pick
Retest old videos with new packaging
Three tests a week is 156 lessons a year on what the audience wants versus 52.
Steal forany channel's weekly publishing routine
5:39:10list
Hook, promise, proof, payoff
Hook: strong statement, question, or statistic
Promise: what they will understand by the end
Proof: why you are worth listening to
Payoff: deliver it, no stalling
The structure of an educational intro; the host suggests selling three intro variations per video as a deliverable.
Steal forscripting the first 30 seconds of any video
5:50:00list
First client sequence
List 50 channels
Filter for money: setup, consistency, business elsewhere
Do the work first: a free thumbnail, title and intro
Send it with a soft ask
Get on one call
Run a small paid pilot
High-intent outreach at a batch of fifty, then a pilot, then scale outreach in months two and three.
Steal forthe first 30 days of any service business
5:54:30list
Weekly rhythm
Deliver before anything else
Make one piece of your own content
Five real conversations with new people
Look at the numbers
The operating cadence once clients exist; paying clients are the warmest list you will ever have, so they come first.
Steal fora one-person weekly review
CTA Breakdown
How they asked for the click.
VERBAL ASK
5:57:50product
“I highly recommend you join AI Partners. I know this is a shameless pitch, but we are going to help you actually take action on this stuff.”
Pitched five times across six hours, always framed as a not-yet-live waitlist and always paired with 'you don't have to'. An affiliate for Hostinger and a sponsor mention for TopView sit inside the Claude setup chapter. The end CTA also points to a free assets folder, which is the stronger ask for a cold viewer.
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A HubSpot podcast interview that turns into a live Claude Code build session, wiring a Facebook ads agent, a Google Ads agent, an SEO agent, and a cold-email workflow into one voice-driven marketing stack.
A live channel-and-offer teardown where Ed Lawrence puts five creators' YouTube channels and sales pages through the same pipe, and finds the same blockage each time.
AI Edge's host installs seven free, high-star GitHub repos live on screen, turning stock Claude Code into a social-research engine, a browser operator, an ads department, and a 279-agent company.
A 93-minute live coaching call where Laurel Portié argues the real gap isn't the offer, it's positioning, then walks nine live callers through turning a vague process into a priced, objection-proofed offer.
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