22:23Tom Noske · Talking Head
Give me 22 minutes, I'll make you more money with content
Tom Noske explains why views alone never become sales, and the squeeze of urgency, scarcity and a bridge that drains the bucket.
October 26thThe argument in one line.
Content makes money when it builds awareness and trust and then sends viewers into an email-and-low-ticket funnel, because selling directly from content converts about 17 times worse per view.
Read if. Skip if.
READ IF YOU ARE…
- A coach, consultant or course creator who posts every day but gets surface-level comments, empty DMs and no sales from it.
- A solo business owner who keeps sending viewers straight to a checkout or application page and wonders why almost nobody clicks.
- Someone who has been posting the same style of video for months under the banner of consistency and sees flat results.
SKIP IF…
- You want a tutorial on filming, editing or growing views for their own sake, since this is about turning an audience into revenue.
- You already run a lead magnet, email sequence and low-ticket offer behind your content and just want advanced tuning.
The full version, fast.
Content fails to make money for three reasons: no traffic, poor engagement and no conversion. Noske says to ignore content pillars and focus on awareness, built through consistency plus constant improvement, and trust, built through authority, admiration and inspiration. For 30 to 90 days, test every format, making two authority videos for every one fun, world-building video. Then stop selling from content and sell through email. His real numbers show a free lead magnet funnel earns $1,049 per 1,000 views against $62.50 for sending viewers straight to a paid page.
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00:00 – 02:45
01 · Three problems with content
No traffic, no or poor engagement and no conversion, framed as a business problem rather than a views problem.
02:45 – 07:30
02 · Awareness through consistency
Ignore content pillars. Be consistent in niche and message so strangers know what they get from following you.
07:30 – 10:00
03 · Awareness through improvement
Consistency is not repeating the same video. Find outliers and double down on them.
10:00 – 12:40
04 · Building trust
Authority, admiration and inspiration turn awareness into trust.
12:40 – 15:30
05 · The 30 to 90 day experiment phase
Try every format; make two authority videos for every one fun, world-building video.
15:30 – 17:10
06 · Why content never converts
Nobody gets sold on Instagram or YouTube. Capture email and sell from there.
17:10 – 20:49
07 · Real funnel numbers
$62.50 versus $1,049 per 1,000 views, the 120-day lag and the free gift pitch.
Lines worth screenshotting.
- If you double your views and the content still would not convert, traffic was never your business problem.
- Most content advice optimizes for views, which is the wrong goal for someone running a business.
- Consistency means a consistent niche and message, and repeating the same video daily is not improvement.
- Review your content weekly or monthly, find the outliers and double down on them.
- Trust comes from three kinds of content: authority, admiration and inspiration.
- People need to want to be you before they will buy from you, which Noske calls the black hat part of personal branding.
- For every three experiments, make two authority videos and one just-have-fun video that builds the world around your brand.
- Nobody is sold on Instagram or YouTube, so the pipe dream that good videos alone produce buyers limits growth.
- A call to action pointing at a paid product gets about a 0.25% click-through rate, while a free lead magnet gets about 2.5%.
- Noske's lead magnet funnel earns $1,049 per 1,000 views, versus $62.50 for sending viewers directly to checkout.
- Email subscribers take about 120 days on average to become customers, so today's content pays off months later.
- A working multi-step funnel feels like your content converts really well, because the system runs invisibly behind it.
Content needs a system behind it
WHAT TO LEARN
Content earns money when it builds awareness and trust and feeds an email and low-ticket funnel, not when it asks strangers to buy directly.
- Judge business content by awareness and trust, not by views alone, since doubling views does not fix a missing conversion path.
- Consistency means a steady niche and message, so a stranger can tell what they get from following you.
- Review your content on a regular cycle, find the outliers and make more of what already worked instead of repeating the same video.
- Build trust with authority, admiration and inspiration so people want to learn from you and be like you.
- Run a 30 to 90 day experiment across formats, splitting videos two to one between teaching and fun world-building.
- Send viewers to a free lead magnet first, because clicks run about ten times higher than when the link leads to a paid product.
- Expect a lag of months between a new email subscriber and a sale, and keep doing the work so results compound.
Terms worth knowing.
- Lead magnet
- A free resource offered in exchange for an email address, used to turn viewers into subscribers.
- LTV
- Lifetime value: the total money a customer brings in over the whole time they buy from you.
- CTR
- Click-through rate: the share of viewers who click the link or call to action in your content.
- Low-ticket product
- A cheap first purchase, such as a workshop around $49, that moves a subscriber into becoming a paying customer.
- Top of funnel
- The first stage of the buying path, where new people discover you and have not yet joined your list or bought.
Things they pointed at.
19:50product33 day email sequence
12:50linkBrand width / 1% personal brand video
Lines you could clip.
19:40
“Selling with content is a waste of time.”
18:10
“This funnel is 17 times better at turning views into dollars even though there are multiple steps and the first step is free.”
11:40
“People need to want to be you in order to want to buy from you.”
Word for word.
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If the effort you're putting into content right now isn't translating into the dollars you wanna be making for your business, this video is really gonna help you. I'm gonna break down the three key ingredients or the three steps that you need to implement into your business if you want to make more money from the effort you're putting into content already.
Because at the end of the day, if you're making content and you're making good content, you're giving genuine value to people, it should... in theory, be translating into dollars for your business. And if it's not, it's because you're missing one of these three ingredients that I'm going to break down in today's video.
So you've got three problems right now. The main problem is you wanna be making high profit content.
You wanna make content and you want that content or the effort, the time that you put into that content to translate into dollars for your business. You wanna know that the effort you're putting into content, the time, the energy, the attention you're focusing on your organic content is actually translating. But you got three problems, but you've got three problems.
Cocked that one up, didn't I? You've got three problems. Number one is you got no traffic.
You're having a hard time actually just generating. adequate amounts of traffic from your content. You post every day, but it's not translating into the views that you want.
Your second problem is you've got no or poor engagement. And what I mean by no or poor engagement is the comment section of your videos kind of sucks. If you get any comments at all, they're really surface level.
People are asking you about how you made the video more than they're asking about your business. Your DMs are barren. You've got no one reaching out to you asking how to buy your products.
It feels like no matter what you do, it's just not translating into people actually wanting to buy your stuff. And so your efforts feel a little bit wasted. You're like, you know what, mate?
I'm making all this fucking content and it's not actually turning into interest for my products. And the final problem is you've got no conversion. And so you're in a situation right now where if I doubled your views, it still probably wouldn't solve the business problem because the content's not converting in the first place.
Now, the first thing I need you to understand is that most of the advice that you hear online about making content is not suitable for you because you're actually trying to run a business. At the end of the day, content you produce should turn into dollars for your business. These people are just focused on getting views.
And so most of the strategies that they employ, that they tell you to employ, are actually completely irrelevant for the stage that you're at and the goals that you have in your business. And so I want you right now to ignore all of the advice of people telling you to have content pillars, to have intrinsic and extrinsic values that you include in your content and to storytell and do all of these different things that people tell you to do.
And I want you to focus on two key things. Number one, is awareness.
You're going to focus on generating awareness by any means necessary. And the second one is trust. Those are the only two metrics that you need to focus on with your organic content strategy if you want to grow your business.
Top of funnel awareness. Are you getting new people interacting with your content consistently on a monthly or weekly basis? And are you over time earning those people's trust?
Now you're going to do this with Two things. Number one is consistency.
You're going to create top of funnel awareness with consistency of your messaging and consistency of your output. The number one thing you need to do is focus on consistently showing up for your audience. It's like a TV show.
If you found your favorite TV show and they said they were going to be out every Tuesday or twice a week or every weeknight at 5 p .m. and then suddenly they stop showing up or suddenly they change directions or suddenly they stop talking about the same topics, you're gonna sit there questioning, why have they changed? What's happening?
I got committed to this TV show for these particular reasons and suddenly they're doing something completely different. I don't agree with this. I don't wanna be involved here.
And you'll stop watching as a result of their lack of consistency. And so consistency isn't just about posting every single day. Consistency is about the consistency of your niche, consistency of your message.
And so I love this idea of you are the niche. I think it's really empowering. I think it makes people feel good.
It gives people the confidence to make content. But I also think it's gotten to the point now with a few people online talking about it where it's selfish. Like you can't have a brand where you just talk about anything and everything and forget all of the ingredients that are going to get people invested in the first place.
And if someone discovers you for the first time, you have to remember they don't give a fuck about you. They don't care about your story or your relation to the topic. All they care about is what's in it for them, what's in it for me.
And so if I discover someone for the first time on YouTube or on Instagram, I immediately ask the question, what am I gonna get out of following this person? And if the answer is nothing because they're posting anything and everything, they're trying to be the niche, then I'm never gonna get invested enough to eventually trust that person.
If you wanna create the awareness, you need consistency. People need to know that they can rely on you. Hey, by the way, I have a free gift.
It's called OfferSharp. It's linked down below in the top line of the description. It will help you build your offer in the next 10 minutes.
It's an entire workflow that takes you through the process of identifying your avatar, figuring out what your outcome is, and packaging it into an offer you can actually deliver with the constraints in terms of time, how you should deliver it, who you should deliver it for. And all of that is done in the next 10 minutes.
It's an amazing tool. All I need is your name and email address and you'll have your offer written for you in the next 10 minutes. And the second part is improvement.
Now, this is gonna be a little bit of a jab at some of you, but I have worked with some clients over the years who have mistaken consistency for doing the same thing every single day. and expecting a different result. In order to create awareness for your brand, you need to be testing new things.
And so if you've been putting out the same videos for six months every single day, and you're telling yourself, I just need to be consistent, and the videos are getting the exact same result every single day, you, my friend, are mistaking consistency for improvement. See, the key ingredient with consistency is consistently iterating and consistently improving.
And so part of the game is, yes, putting out content every single day. But the second part of the game is looking at all that content you publish on a monthly basis or a weekly basis, looking for outliers and then doubling down on those outliers. Post every single day.
or as consistently as you can, but make sure you're focusing on actually improving. Now, the second part of this with trust is where you've now built this awareness and you're slowly earning the trust of these people. And this is where you do get to be the niche a little bit.
And you're gonna do this with three pieces of content. Number one is gonna be authority. You're going to share authority.
Number two. is admiration. This is how you're going to get people invested in you.
They're going to admire where you are. I've said this a couple of times, but the very black hat part of personal branding is to a large extent, people need to want to be you in order to want to buy from you. And the third part is inspiration.
And inspiration is just being a leader. You need to post content that positions you as a leader. You have ideas, you have inspiring philosophies and frameworks, you have an inspiring mission.
Now, if you wanna deep dive into this topic, I have a video. detailing all of the ingredients of a 1 % personal brand. And I go into a very deep dive on this topic.
I call it brand width. If you wanna watch that video, it'll be on my channel. You can find that video somewhere else.
Or maybe I'll link it in the end screen of this video. But these are the three key ingredients of building trust. And if you can do those two things of generating awareness plus building trust, you'll be in a position where you don't have to worry about.
content pillars. You don't have to worry about your ICP to a large extent. You can just have fun with the content you publish.
Now, an easy way to do this, I think, if you're in a position right now where you've always kind of struggled with generating awareness and building trust, you're struggling with both, the best thing I think you can do is let go of all of the preconceived ideas of whatever you think content needs to be and go into a experimental phase.
go into a testing phase, where for the next 30, 60, or 90 days, you're gonna try every format of content you possibly can, from yap videos, where you're just gonna talk to your iPhone, to carousel posts, to very produced videos, to YouTube videos, you're just gonna go into an experimental phase, and I want you to try everything.
And within that experimentation phase, for every three videos you make, Two of them are going to be authority. You're going to teach something.
You're going to share a piece of authority in relation to your business. So it could be me talking about the growth of my own business. It could be me talking about how I work with clients.
It could be me teaching you something. This piece of content right now is an authority piece of content. And then that third piece is going to be what I call fuck around and find out.
you're going to have fun. This is the video you make that talks about your obscure hobby that you have or the video you make that just gives people an insight into your life. It's world building content for your brand because you may build top of funnel awareness from something you never imagined would be related to your business and then a small percentage of those people will trust you enough to eventually want to become customers.
But you'll never know that if you aren't willing to experiment. And so I really want to implore you, if you are in a rock and a hard place right now where you're making content because you know you need to be consistent, but you're not really enjoying it and it's not really creating the results, I want you to take a step back and I'm going to give you the permission to experiment, to try something new.
Trust me, as someone who's been making content for 10 years and built an audience of over 500 ,000 followers online, I didn't get here by picking a plan and then sticking to it over the last 10 years. I got here by consistently being willing to experiment.
When something wasn't working, rather than being persistent with it, I just changed, adapted, tried something different, found the next thing that worked, and then grew my audience. My audience grew in steps, not linearly. And so those steps have always come from periods of experimentation.
Which brings me nicely to the third problem, and that is no conversions. Now, the reason why you have no conversions, and I've had this problem myself, so I'm not saying this from my high horse, but it's because you have this pipe dream that you've probably been fed by people who don't actually know what they're talking about.
They're these business gurus on Instagram who tell you shit on Instagram, but don't actually have a clue what they're talking about because they've never actually built a business. You don't actually sell people on Instagram. You don't actually sell people on YouTube.
But you and I, to a large extent, have this pipe dream that we can just make good videos and people will buy. That is never going to be true and it isn't true. And so chasing that reality is just limiting the growth of your business.
The reason why you have no conversions is because you have no reason to have conversions right now. And the solution to this is you're going to sell via email. You're gonna stop expecting that your content is gonna do all the selling for you and you're gonna start selling via email.
And you're gonna do this by asking in your content, capturing on email, and then they will purchase from email. That is the solution to the problem that you have right now of no one converting.
You need to have a conversion engine behind your content so your content has the ability to convert. Now, the easiest way I can demonstrate this is we have content, then we have email, then we have a purchase, which is like the first time someone does business with you. And then we have clients.
Now you can call these steps what you want, but you can replace purchase with low ticket product and you can replace client with main offer or your core offer. And let's say your core offer is $5 ,000 in LTV. You make $5 ,000 over the lifetime of someone being a customer in your core offer.
Let's say your purchase is $49. Let's say your email is obviously free. and your content is up the top.
Now, what most people do as a mistake, and this is the mistake I made, is I convinced myself that I deserved to skip over email and purchase and go straight to someone becoming a client. And so what my funnel looked like is I expected it to look like this, where I just make content and... customers pop out the other side.
But what I forgot and what I already knew, because this is what I teach my clients, this is what I did all through 2023, 2024 and 2025 when my business skyrocketed, it's because I had a really efficient system that converted a viewer into an email lead, into a low ticket purchase, into a customer. And that system, the irony of this, is the system when it's working really well, actually just feels like your content is converting really well.
Because you'll make content, the rest of it happens automatically, and then customers pop out the other side consistently. And you get to look at your conversion rates and everything in your business and go, wow, this is all working so well, I wonder why. And it's because you have a good system.
And so the actual answer is to do each of these steps and net this will be more positive than this. The net conversion rate of sending a viewer to an email, an email to a purchase, and a purchase to a customer will convert better than trying to send someone directly to the checkout. And so right now you're probably aiming to do this.
There's probably a part of you convincing yourself, telling yourself that pipe dream that if I just make good enough content, I'll get lots of customers. That's never going to happen. The actual answer is to send them through the process.
and net your conversion rate. And when I say net, I mean that the conversion rate comparison between content and client is better off going through each of the steps than skipping the steps and trying to go altogether. And to really demonstrate this, I'm going to give you a hypothetical situation here, but I'm going to use real conversion rates from my business over the last two years.
And so let's imagine if we compare two funnels, we're going to go straight to sale. And we're going to go via email and a low ticket digital product. And these are real conversion rates from my business over the last two years.
Let's imagine you get a thousand viewers at the top for every 1000 views for each of these funnels. Now I've consistently found when I direct someone to a CTA or I give a CTA a call to action in my content that sends someone directly to the checkout of a product or directly to an application page, my CTR is around 0 .25%.
on average. Now what this means is if I post an Instagram post and I say comment TTB down below to join Time to Build, the opt -in rate or the click -through rate will be around 0 .25 % of every single viewer. This is across the board.
I've found this to be consistent in my own business and I've also found this to be consistent in my clients' businesses. The reason... is because you're so much less likely to click on a link if you know it's going to a paid product, if you don't trust me yet and you're not a red hot buyer ready to buy.
Whereas if I send you to a lead magnet, you are so much more likely to at least click on that and so the CTR is gonna be higher. I've also found that consistently, if I'm not warming people up, I convert at around 0 .5%. conversion rate.
If I try to send someone directly to a landing page or an application page or some funnel where they're gonna buy straight away the net conversion rates and the net if I have multiple steps or the conversion rate if it's a straight checkout page is around 0 .5%. This means that with this funnel I make around $62 .50 per 1000 views.
which is not bad. It's about 6 cents per view, right? Let's now compare this to my lead magnet funnels or my low ticket funnels.
If I send someone in this video, let's say for example, I tell you down below, there is a link to OfferSharp. OfferSharp is my free tool that helps you build your offer in 10 minutes automatically for you. It's an amazing tool.
It's actually genuinely really good. If you click the top line of the description, it'll take you to OfferSharp. Predictably across Instagram and YouTube, If I give a CTA that promotes a free product or a free lead magnet, I get around a 2 .5 % CTR, which you might think, holy fuck, that's a lot better than 0 .25.
And you'd be right. And the reason is because you are so much more incentivized to give me your email address for free as opposed to pay. In fact, you're 10 times more likely to do that.
And so my CTR is around 2 .5%. Now, historically on landing pages for free products, if it's a good landing page, I convert around 40%.
What this means is that 40 % of every person who goes to the landing page after they've clicked on a lead magnet actually gives me their email address. From here, 10 % of every single person who gives me their email address eventually buys a workshop or a low ticket product from me. And so a 10 % purchase rate.
And I have consistently found that around 20 % of people that buy a low ticket product from me eventually become a client inside time to build or inside my high ticket coaching program. And so let's say 20 % clients with the same funnel, except it has multiple steps.
This funnel makes $1 ,049 per 1000 views, meaning that this funnel is 17 times better. turning views into dollars even though there is multiple steps and even though the first step is free. And so me saying go visit Offersharp in this YouTube video is 17 times more profitable for my business than sending you directly to the Time to Build landing page, which doesn't sound correct, right?
You would probably assume, hey, it's probably a waste of energy sending people to a landing page for a free product to eventually buy into Time to Build, but the reality is 17 times worse. sending you directly to the time to build landing page. Now, the reason why this doesn't feel like the case is because I have found over the last five years of selling online education on the internet through email, that there is about a 120 day tenure from joining my email list to buying, meaning that it takes people four months on average from giving me their email address for the first time to becoming a customer in my business.
And so you won't see the results. If I, in this video, again, for like seventh time, if I tell you, hey, there's a link down below, it'll take you to OfferSharp. It's a free tool that'll help you build your offer in 10 minutes.
If I tell you that and you give me your email address today, it's gonna take me four months before I see the result of the effort that I put in today. And so you are to a large degree disincentivized if you're only focusing on the here and now to do that. Whereas the businesses that grow and crescendo, the effort you put in today is a lagging indicator or a leading indicator for the lagging indicator of money I make.
And so I will not see the result of this video I'm making right now until February of 2027. But if I keep doing this, the results will continue to compound and compound and compound. And so the main point of the conversion part of this video is that selling with content is a waste of time.
Trying to get people to buy directly from the content you make is the reason why your content makes no money. And the reality is, is if your business was anything like mine, you would be 17 times better off if you sent people to a lead magnet rather than your product. And so with that all enthusiastically said, I have a free gift for you.
It's a 33 day email sequence that will help you make more money with your personal brand. It goes through literally everything I know about turning content. into dollars for your business and it's broken down into a quick 90 second read that lands in your inbox every morning for the next 33 days and by the way if you don't value it at any point you can just unsubscribe all i need is your name and your email address and i'll send you the first lesson in the next five minutes that'll be linked either in the first or second link down below if you enjoyed this video and you found it valuable like i said earlier i think you should watch this one next it goes through my entire framework around building a one percent personal brand and the three ingredients that go into building a one percent personal brand especially after watching this video if you want to deep dive on the awareness and the trust side of things this video breaks that down perfectly so click here and i'll see you in the next one
The Hook
The bait, then the rug-pull.
Noske opens with a promise to fix content that takes effort but makes no money, then names three missing ingredients and spends the last third proving one of them with his own funnel numbers.
Named ideas worth stealing.
02:50model
Awareness plus trust
- Awareness: consistency and improvement
- Trust: authority, admiration, inspiration
The only two things to track in organic content for a business.
Steal forany organic content plan
16:00list
Content, email, purchase, client funnel
- Content
- Low-ticket purchase
- Core client
A staged path that nets a better conversion rate than jumping from content to the core offer.
Steal forany coach or course business
13:20concept
Two authority, one fun
For every three experimental videos, two teach and one is a just-for-fun video that builds the world around the brand.
Steal fora 30 to 90 day testing sprint
How they asked for the click.
VERBAL ASK
19:50newsletter
“Free 33-day email sequence, a 90 second read each morning, for just a name and email.”
Practices what the video preaches: a free lead magnet pitched twice in the video, then a next-video pointer.
MENTIONED ON CAMERA
Visual structure at a glance.
