12:23Ed Lawrence Experiments · Tutorial
Exactly How I Made $5m/yr From YouTube (Nobody teaches this)
The monthly waitlist system that took one creator from $2M to nearly $5M by selling 75% less.
April 1stThe argument in one line.
A high-converting sales page is a traffic problem, not a conversion problem: track which videos send buyers, then make content that targets the problem your buyer already feels.
Read if. Skip if.
READ IF YOU ARE…
- A niche business owner selling a course or product off YouTube who sees a strong conversion rate but only a trickle of buyers.
- A creator who suspects their views are coming from the wrong audience and wants to know how to tell.
- Someone whose titles and thumbnails use different words than their sales page and hasn't noticed the mismatch.
SKIP IF…
- You want a full channel-growth course; this is one 8-minute live review of a single channel.
- You have no product or sales page yet, so conversion and tracking advice doesn't apply.
The full version, fast.
A dog trainer selling an e-collar course sees a 28 to 33 percent conversion rate, but only 79 new contacts and 21 customers in a month. The coach says the number is meaningless without traffic data, so the first move is tracking which videos send clicks and sales. Titles should use the buyer's own words (off-leash, reactivity) instead of the solution word e-collar. Target problem-aware viewers with topics like what to do when your dog misbehaves off leash, then introduce the e-collar inside. Post twice a week while learning, split content half safe and half experimental, and point end screens at the video that converts.
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00:00 – 01:09
01 · The 32% conversion claim
The trainer shares his page, which sells e-collar off-leash training and converts at 28 to 33 percent.
01:09 – 01:59
02 · It's a traffic problem
79 new contacts and 21 customers in a month: high conversion, low traffic, so the focus moves to the channel.
01:59 – 02:46
03 · Track what sells
Use a trailer VSL, point end screens at converting content, and use per-video tracking to find the videos that drive sales.
02:46 – 04:20
04 · Titles, thumbnails and the off-leash word
Thumbnails say off-leash but titles don't; align content words to the sales page and read the niche's thumbnail trend.
04:20 – 05:56
05 · Posting cadence and experiments
Go from one to two videos a week while learning, and split output between safe and experimental.
05:56 – 07:27
06 · Problem-aware content
Lead with the problem, introduce the e-collar inside, and widen the audience beyond people who already know the tool.
07:54 – 08:30
07 · StoryOS pitch
Closing promo for StoryOS and live channel reviews.
Lines worth screenshotting.
- A 32% conversion rate means little until you know how many people actually reach the page; three visitors and one sale looks the same as a great page.
- If your sales page converts at 32%, the viewers who do land there are strongly hooked, so the job is getting more of them, not rewriting the page.
- On most channels two or three videos drive nearly all of the sales, and per-video tracking is how you find them.
- Views from the wrong viewer don't help, so chasing more views without knowing who buys can make a channel worse.
- If the sales page says off-leash but your titles never do, you are not connecting your content to your offer.
- An e-collar is a solution-aware term; most prospects only know the problem, like a dog misbehaving off leash.
- Target the problem in the title, then introduce your solution inside the video, and you reach people who haven't heard of it yet.
- Posting twice a week speeds up learning when tracking is on, because more videos means more experiments and more mistakes to learn from.
- A workable split is 50% play it safe with what already works and 50% experiments in new styles, formats and words.
- Ugly, phone-shot thumbnails can win in a niche where polished ones underperform, so copy what the niche rewards.
- Send every video's end screen to the one piece of content that converts rather than to a mix of random links.
- A small poll (52 answers) still gave a useful signal: 78.8% of the audience named reactivity as their problem.
Fix traffic and tracking before touching conversion
WHAT TO LEARN
A high conversion rate on thin traffic is a signal to get more of the right viewers to the page, using tracking and problem-first titles.
- Check how many people reach the sales page before judging the conversion rate; a small sample makes the percentage almost meaningless.
- Set up per-video link tracking so you can see which two or three videos drive the sales and make more of those.
- Match the words in your titles to the words on your sales page, or viewers won't connect the content to the offer.
- Make problem-aware content, like what to do when your dog misbehaves off leash, and introduce your solution inside the video.
- Post more often while you're learning, around twice a week with tracking on, then cut back once you know what works.
- Split output roughly half proven formats and half experiments with new styles, words and formats.
- Point end screens and links at the single piece of content that already converts instead of spreading them around.
Terms worth knowing.
- Solution-aware
- A viewer who already knows the type of fix exists, such as an e-collar, and is comparing options rather than looking for the cause of their problem.
- Problem-aware
- A viewer who feels the problem, like a dog that ignores them off leash, but doesn't yet know what solution to buy.
- VSL
- Video sales letter. A video on a sales page or channel trailer that pitches the offer and drives the visitor to buy.
- RevTrack
- A tool that gives each YouTube video its own tracked link so clicks and sales can be traced back to the specific video that caused them.
- E-collar
- A remote training collar that gives a dog a mild stimulus, used as a training tool for obedience and off-leash control.
- End screen
- The clickable panel at the end of a YouTube video that can point viewers to another video or link.
Things they pointed at.
Lines you could clip.
01:20
“You know your conversion rate, so you must know. If it's just one person, or three or four people getting to the page, then the conversion metric is not actually useful.”
06:37
“I don't know what an e-collar is, but I know what a misbehaving dog is off a leash. So an e-collar is solution aware.”
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.
Listen, if I can get this to like 25 plus grand a month, I'll take you to Bali. You and me, we'll go surfing in Bali. Oh yeah, Bali.
Great. Thank you. Thank you.
How are you? Good. My question is, how did you get so damn charming?
And if you can't answer that question, just help me with YouTube. What's the problem? I think my conversion rate is quite good.
It's converting somewhere between 28 % and 33%. I think that's high. I haven't Googled it.
The thing you're selling? Yeah. That's really high.
What on earth are you selling? Free gold?
Discounted gold. All right, let me just get this up. All right, so...
Dog training. Did you go all in reactive dogs? Oh, e -collar.
That was it, I remember. I went all in on e -collar, but I did another poll recently. 78 .8 % of people are...
It's 52 answers, so I don't know if that's enough, but reactivity. Okay, so the secret to perfect off -leash behavior. And cover the step -by -step e -collar training strategy that gives you total control and your dog...
Okay, so pretty good. What's the problem? Conversion.
Just traffic to it. I think it's just traffic. My views are pretty low.
Or I'm just not talking enough about reactivity. Alright, so we've got a link problem. So the link is the views from the channel getting to the sales page.
So do you know how much traffic is hitting the sales page to start off with? No. Okay, you need to know that.
Very important. You know your conversion rate, so you must know. If it's just one person, or three or four people getting to the page, then the conversion metric is not actually useful because it just means we've not...
got enough data so the first thing you need to see is traffic to the page yes okay so i assume this is this month new contacts 79 new customers 21. all right so low traffic high conversion all right so then yeah we do want to be thinking what do we do on the channel so it's basically how do i get more people to it have you got rev tracks out no Okay, so we'll just have to make...
Well, really it's helpful because if you look and turn around and go, all of my sales are coming from the VSL on my homepage that I've got as a trailer, which you don't actually have, so you should. Then we just drive all of the videos to that as an end screen, right? Rather than trying to do anything else, we just point every link at the content that converts.
So that's kind of helpful, but let's have a look. And is RevTrack like every single video gets its own individual link? Is that the way it works?
Yeah, so what happens is, don't worry, you don't have to go and copy and paste it into every video. When you set up the channel, you can auto do it. But it will then start tracking clicks and sales from individual content.
Usually what you find on a channel is there's two or three videos driving all the sales. And once you know that, you make more of that. And then you drive more content at that.
So it's kind of powerful data. The problem with not having that data is I can turn around and go make stuff that gets more views. But if it drives the wrong viewer, it doesn't matter.
It doesn't really help you. So let's have a look at the sort of content that I know kind of converts usually. So three things you must know.
Let me just have a look at the headline. The secret to perfect off -lash behavior. Off -leash you're using in the thumbnails.
You don't ever say off -leash in the titles. Any reason? I was waiting for you to tell me.
Well, the word you've used to describe it is off -leash. Do you know what I've been doing is I've not been connecting mentally the course to everything that I'm making. It's the same idea because some people are buying the e -caller as a corrective tool, which I'm constantly like, it's so much more.
Basically, the e -caller is a leash. And there's tons of ways you can use a leash. And so some people are desperate and they're like, my dog is a reactive asshole and blah, blah, blah.
This is going to be the answer because I've tried everything else. And then other people are like, man, how amazing would life be if my dog was off leash? But yeah, I've not narrowed it down to that.
And I think I'm making a bunch of general content or like... e -collar general content to kind of funnel everybody in. Well, try and use the more specific terms that are most in line with your sales page.
You're probably doing the e -collar stuff based on what it got views at a certain point and it became a power that you know to use, right? I'd start playing with words a little bit. I also think your old thumbnails are way simpler.
Yeah, just like the worst looking it looks. Yeah, it's kind of a trend in your niche though. I've noticed that.
I know that's why you went with it. Because all the fancy ones weren't performing. Bad looking thumbnails in the dog niche do really well.
Drawn out dogs and stuff. I remember James saying, never draw around a dog. Which you did there.
Why are you not listening to him? You've literally broken the rule. Because it does well.
Look at the niche. It does so well. Oh, I see.
I see. Sorry, I thought you said it wasn't doing well. No, no, I intentionally tested it.
I should draw around that white dog or that black dog. That's a good photo, right? It looks really authentic and taken on a phone, which seems to be the trend in your space.
You also need to... All right, okay, you're posting a bit more now. It looks like, did you slow down a bit?
I did, yeah. Now I'm up to like one a week. Yeah, one a week's good.
Optimum for learning fast is two. Basically, if you get tracking set up, if you post two a week, it gives you a chance to expect... or make more mistakes.
It's basically what we're doing at the moment, right? So we need to look for some new patterns, new trends, try and establish which direction we're going to go in. What that means is I need to post more so that I can learn more.
The videos will probably underperform, but we'll get more views anyway just by posting more. If you're a complete beginner, it's not a very good thing to do. Once you've got tracking set up and you can see, okay, this sort of video is driving clicks.
This one's getting views. After a period of time, you can cut back to one again and just use all the information you've learned to grow the business. So if you can, plump it up to two weeks, start using the off -leash word, start making more experiments that leave the realm of what you already know, right?
So we know e -collar does well. Try and experiment a little bit more, break some of the rules of copying what works and experiment with it. some new styles, formats, words, amongst the stuff that you kind of know works.
All right? So it's like 50 % play it safe, 50 % experiment. And does that experiment involve, because the response from the questionnaire was so high of reactivity, should it be like off -leash and reactivity and then watch the rev track?
Yeah, I think so. If this is converting at 32%, to me it means this is really hooking them and going, this is what I want, right? When you've spoken about dog reactivity in the past to me, at first I didn't really know what it meant.
As soon as I see this, I get it. It feels more accessible. If you think about the audience, right?
I don't know what an e -collar is, but I know what a misbehaving dog is off a leash. So an e -collar is solution aware. Try and do some stuff that's more problem aware, like five things to do when your dog misbehaves off leash.
And then you can introduce them to the idea of the e -collar inside. Because this is specifically e -collar training, your e -collar stuff is going to be converting nicely again. You're driving really good traffic in that sense.
But to widen your audience, we need to leave necessarily just the people. who heard of e -collar and introduced them to e -collar. So target with the problem, introduce them to e -collar inside, drive them to your sales page.
And you might find that you get more of an audience because not everyone knows what an e -collar is yet. Yeah, or they're scared by the idea. Great.
Yes, that as well, right? Because people think it's going to electrocute. Listen, if I can get this to like 25 plus grand a month, I'll take you to Bali.
You and me, we'll go surfing in Bali. Oh yeah, Bali. Great.
Thank you. You don't want to go to Bali. Okay, well, you name where we go surfing and we'll go there.
I'd rather go to Thailand. Perfect. We'll go to Thailand.
Thailand doesn't try and kill me. Bali likes to try and kill me. Oh, I forgot you're English.
And yeah, they love Canadians. But yeah. I went to Bali and got parasites.
And it nearly ended. Anyway, on that wonderful note, let's call it a day. Cheers, Evan.
If you don't know how to ideate and plan and produce content your buyers actually want to watch, you're going to struggle gaining traction on YouTube. And that is why hundreds of businesses have joined StoryOS. Inside, they're learning a proven content system that works for businesses, not entertainment channels.
They're using purpose -built software to put what they've learned into action. They're using AI that helps them generate scripts and plan content faster. And they are submitting their channels and businesses to live reviews with myself, where I dig deep, I identify what's holding them back, and I show them how to fix it.
So if you're serious about - using youtube to grow your business and want to follow a system that's already helped thousands of businesses generate more views and sales click the link below to learn
The Hook
The bait, then the rug-pull.
A dog trainer says his sales page converts between 28 and 33 percent and asks what he's doing wrong. The answer is that nothing is wrong with the page: only 79 people reached it last month, and the review is about fixing that.
Named ideas worth stealing.
06:37model
Solution-aware vs problem-aware content
Solution-aware terms like e-collar reach only people who know the fix. Problem-aware topics reach people who feel the pain, and you introduce the solution inside the video.
Steal forany niche where the product category is unfamiliar to the buyer
05:56model
50/50 safe and experimental
Half of the videos repeat what is known to work, half test new styles, formats and words, with tracking on to read the results.
Steal forchannels trying to find new patterns without losing their base
How they asked for the click.
VERBAL ASK
07:54product
“Hundreds of businesses have joined StoryOS... submitting their channels to live reviews.”
A standard end-of-video pitch that ties the review format itself to the paid community.
MENTIONED ON CAMERA
Visual structure at a glance.
