Why You Must Build a YouTube Channel

YouTube channels are almost built flawlessly to be marketing campaigns. The way that your customers warm up to doing business with you is through a process of short form content into long- form content into a call to action. If you know how to use YouTube correctly, it's built almost perfectly as a salesunnel. It's almost as if short form is like a little cold call. Long sales conversation. And then there's the ability to put links to your website. It's the perfect salesunnel where people don't even realize they're going through a salesunnel. Now, for me personally, I have a personal YouTube channel I've used to consistently generate more than 10,000 warm leads per month. I want this to happen for you. I want you to have this experience of so many warm leads that you do not know what to do with it. Now, every single day, new AI generated content is flooding the social media platforms, including YouTube. And it's a race to become known, liked, and trusted in the eyes of your customers. See, if you don't build that trust now, it's going to be too late in the future because people may assume that it's just AI generated slop. So, here's what we're going to do in this video. We're going to explore some research that shows you why this works, and it's going to be very important so you get this right. Then, we're going to go through a four-step framework that allows you to turn YouTube into your marketing campaign. Okay, so here's the research about how and why this works. Out there in the world, there are millions of people who would make perfect customers for you, but they don't know you exist and they're not warm to doing business with you. They don't know you. They don't like you. They don't trust you because they haven't been able to reach you just yet. These people are on YouTube every

single day. It's their second favorite search engine. Your customers are already learning on YouTube. They're already getting to trust people on YouTube. In fact, YouTube influences 55% of their important decisions. The research is so clear that people love YouTube videos as part of their buying decision. The human brain is built to bond, to build rapport, and to learn from videos. In fact, 50% of the brain is built around visual processing. If you are not able to connect with people through their eyes and their ears, you're not really able to connect with them at all. So, YouTube allows you to spread your message at scale to all sorts of people who are already interested, for them to be able to refer you and share your videos on with others, for the algorithm to find your perfect customers no matter where they are in the world, and for you to expand and grow your reach without spending any money. If you want to be perceived as a key person of influence in your industry, unfortunately, YouTube is also table stakes. You've got to have some videos where people can find you on YouTube. You want to be a professional speaker, you need some YouTube videos. You want to sign high ticket clients, they want to check you out on YouTube first as well. You want to sell to corporate, corporates love seeing an explainer video on YouTube that they can share with their peers. And if you want talented people to join your team, especially if they work remotely, YouTube videos are going to help to educate and on board your next team member. Google's research and Professor Robin Dunbar's research on how people bond, it all confirms that the buying behavior and the bonding behavior is massively enhanced if people are watching some videos of you on YouTube. Now, I can tell you I've experienced this personally. I now regularly walk into rooms where people have watched my YouTube videos. They come warmly walking up to me. They talk to me as though we've had many conversations before. Even though I'm meeting them for the first time, they are super warm and ready to have a conversation. And that's the power of YouTube videos. So, we're going to get into a four-step framework. And step one is called defining your ICP or your ideal customer persona. This is the person that you want to be watching your YouTube videos. Now, YouTube can put you in front of any audience in the world, right? You could be talking to dentists, doctors, CEOs, you could be talking to teenagers. You've got to get really

clear who is the person you want to be talking to. We call this the ideal customer persona. And here's what we want to know about the ideal customer persona. three main things. Number one, we want to know what is their pain. So, this is all about understanding the situation that they're in and what's frustrating them and what's less than perfect about their current situation. The second thing we want to know is what we call their prize. Where do they want to get to? What are the outcomes that they wish they had? If they could wave a magic wand, what would they wish for? And the third thing is their problems. What stops them from getting their prize? Why are they stuck in the pain? Why haven't they been able to solve this in the past? What are the things that frustrate them, slow them down? What are the limitations, the obstacles or the criteria that is stopping them from getting what they want? So, the first step is understand your ideal customer through this lens of pain, prize, and problems. Now, you can use AI to do this. In fact, I'm going to give you a download document linked below that will actually give you some prompts that I use to help you to build an ICP. A really good ICP document will actually give you a name of your perfect customer. It'll tell you their whole situation, their background. Uh it'll give you the key things that are frustrating them. they're trying to achieve. Everything will be captured in this lovely little document. It'll paint you a clear picture so that you can be talking to that person when you're talking to the camera. Now, in a perfect world, you would actually pick one of your best customers to be your ICP. You'd be thinking about one of your favorite customers that you've already signed up and you'd be talking to that customer at the time before they bought from your business. Now, my belief is that you don't need to please everyone and you don't need viral views of millions of people watching your videos. You need the right I would rather you have a,000 views from the right ideal customer persona than 10,000 views from a bunch of people who are never going to buy from your business. Views are a lovely vanity metric, but it's really about how many people can we be talking to who fit the ideal customer persona. Over the last 15 years, I have worked with many businesses to clearly define their ideal customer. And there's some key insights that I want to share with you. The first insight is that different customers see your value very differently. Some people see your value and they say, "Hey, I would happily pay $500 to work with you. " Other people, based on their circumstances, would say, "I would pay $5,000 to work with you. " And some people based on their circumstances might pay $50,000 for the exact same thing. See, the research says that your potential customers are kind of in a bit of a hierarchy, like a pyramid. And the top 10% of that pyramid has 60% of the budget to spend. The bottom 90% of that pyramid has just 40% of the budget to spend. So, here's the challenge. The bottom 90% are noisy. They're the ones that are going to tell you your prices are too expensive, that you should be doing more for less. The top 10% are very quiet. They fly under the radar even though they've got the most money to spend. Your job is to really think about this magic question. There is a magic question that really tells you who your ICP should be. So, here's the magic question, and you may want to write this down. The magic question is, who has the most to gain from the hardest problem that I know how to solve? So, I'll say it again. Who has the most to gain from the hardest problem that I know how to solve? So, for example, imagine that you're a coup's therapist and you know how to fix somebody's marriage, right? You can prevent a divorce, let's say

because of your ability to understand how couples dynamics works. Who has the most to gain from that particular hard problem that you know how to solve? Well, it's probably not a happy young newlywed who's broke. It's probably someone who's a multi-millionaire who if they got divorced, it would cost them millions and millions of dollars. So, your ICP should be the person who has a lot to gain from the hard problem that you know how to solve. Now, here's the coolest thing about YouTube. YouTube is one of those really weird products like an iPhone where the CEO of a publicly listed company goes to YouTube to look at things and a 13-year-old teenager goes and looks at videos on YouTube. YouTube is almost unrivaled. There's not a luxury video platform for people who are billionaires in Monaco and another completely different video platform for people who are broke students in Bristol, right? It's the same video platform for everybody. Every single ICP that you might want to talk to is looking at YouTube videos. Okay, step two is to find your angles. Now, these are the angles that you're going to make videos about. So, here's the thing. Your ICP, your ideal customer persona, they've got questions. They want to know all sorts of stuff and AI can really help you to explore the questions that they have. If you simply ask AI, what kind of questions does my ICP have in

relationship to this topic? It'll give you a list of all the questions. Those questions are essentially the angles that you're going to make videos about. But let me boil it down to a framework that I've used that really hones in on the best questions to answer for your ICP in videos. So, going back to our idea here that we've got pain, prize, and problems. So, you want to make videos through the lens of exploring the pain, exploring the situation that people are currently in. You want to make videos that explore the prize that people want to get to and how you would get there. You want to make some videos that explore the problems that people are facing, the obstacles that they've got, and how to understand those obstacles or how to self diagnose those obstacles. Finally, you want to make videos about this path of least resistance or this process for getting from where they are now to where they want to be without hitting any of their obstacles. Now AI is your best friend for turning this framework into video content. So once you know this framework, you can ask AI, what is the pain that my customers experiencing and how do I turn that into YouTube videos that lots of my ideal customers would want to watch. You can go and ask AI through the lens of all four of these dynamics to start there and then build a video concept around that. Now the other tool that I really want to recommend is called vidinary. com. vitinary. com is something that I've co-founded with a friend of mine called Martin. It's a product that helps you to brain dump your ideas and do the research and start turning that into video concepts and scripts. You literally read it off the screen and it turns that into a video. So, if you haven't done so already, check out vitinary. com. You may need to join the waiting list before we can let you in because we're still testing the product. But the early results are mind-blowing. about a thousand people have generated 900 new videos in the first few weeks. There'll be a link to Vidner in the description below. Before you just go and make any YouTube video content, you've got to understand the strategy. So, step three is about production. This is about having scripts, then capturing it, editing it, and uploading it. I want to zone in on the scripts because that is what's going to hook people's attention. So, let's go through the framework for having a really good script. The framework is that you need an opening hook that captures people's attention and calls

out who the video is for. So the key question, who should be watching this? Why should they care? And all of that goes into an opening hook sentence. At the beginning of this video, I called out entrepreneurs and business leaders and talked about how YouTube could form the basis of your best marketing campaign. And that was my opening hook. Who should be watching and why should they care? The next part of the script is called the value proposition. This is where you tell people if you watch this, you're going to get these outcomes, right? If you do this now, you're going to get this, right? So the essence of a good value proposition is if you do this, if you sacrifice this, if you pay this attention, this is the payoff. This is what you'll get in return. So that's the value proposition. So at the beginning of this video, I said if you watch this, you'll get a four-step framework for turning YouTube videos into powerful marketing campaigns. The third part of the script that most people leave out is called credibility. Now, because people conflict from video to video, they are always secretly asking the question, but why should I listen to you? So, they want to know, do you have results? Have you done research? Have you got unique experiences? Have you got a great story? What is it about you that makes me want to listen to you? So, this is the credibility piece. Now, once you've delivered great content, you've earned the right to give a call to action. You can tell people what you want them to do next. It might be that you want them to click a link and go to your website. It might be that you want them to subscribe to your channel or that you want them to like the video, right? Any of those things are a call to action. Whenever you're asking people to do something in return, you're delivering what's called a call to action. So, you want to know what is the call to action that you want people to do. In the early days of your YouTube channel, just asking people to like the video or subscribe is the call to action that will build the channel. Once you've got lots of subscribers, you might want to change the call to action and say, "Click the link and go over to my website and register for something that I'm offering. " And then finally, wrap it up. Give your video a nice close, end on a high point. Make sure people want to come back for the next. So, the difficult part from here is that you're going to be deeply uncomfortable getting in front of a camera, delivering a script, taking people through that content. It's going to feel so weird, so uncomfortable the first few times that you do it. It's no different from driving a car. Remember what it was like to learn how to drive? It was not easy those first 30 or 40 times. It's the same as sitting down with a new customer. Remember your first sales meetings? They were not easy the first 30 or 40 times. And it's going to feel weird and clunky the first 30 to 40 times you sit down and record videos. But guess what? It gets so much easier once you've done a few dozen videos. It becomes second nature. It's just part of doing your business and it's giving you leverage. Now, let me just hammer in this point as to why you need to do this and get over your fear. Because there is a difference between delivered value and received value. Delivered value is how much time and energy and effort it is to deliver something. Received value is how many people received value from receiving what it is that you delivered. If I'm having a conversation with you one-on-one, it might be 1 hour of my time delivered and 1 hour of your time received. But if I'm doing that exact same conversation on a YouTube video, it might be 1 hour of my time delivered and it might be a,000 hours worth of received video. That leverage is unbelievable. That is the difference between a business that's stagnant and a business that's scaling. The entrepreneurs and business leaders who are resisting doing YouTube videos, they're focused on the time, energy, and effort to do it, not the amount of value that is received at scale once they've done it. Now, to get you started, I highly recommend working with somebody else. Find a video production person. Find someone who's going to edit and upload because if it's left in your court, you're going to cringe at your own face and your voice. You're going to sit there and say it's not perfect and you're going to leave it on your hard drive and it's never going to see the light of day. If you hand it over to someone who can video and edit and upload, then it's out of your hands. It goes up onto YouTube and before you've had a chance to self-criticize, it's already doing its job and winning new clients. So, let's get into step four. And step four is where this becomes a marketing machine. This is where you're going to generate leads. turn on the taps. This is where it becomes an evergreen machine that just prints new customers. I have had people say that the reason they're doing business with me in 2026 is because of a video they saw that I uploaded in 2024. Some of the videos

that you're going to be putting on YouTube this year are going to be winning you business in the next 2, three, four years. some of the best and highest paying customers that are going to come to you in the next year are going to find you through these YouTube videos. And it's this machine that's going to deliver it. So I call this framework my perfect repeatable week. This is what I do every single week to win clients using YouTube. So here's how it works. We have short form content that links to long a lead form on my website. So think short form, long form, lead form. So step one, short form content. So, here's what we want to do. Short form content is about 30 to 60 seconds. We're going to do pain, prize, and we're going to do news. Every single day, we're going to pick one of those three. Something that's painful, something that would be desirable, or something that's happening in the news right now. And we're going to create a 30 to 60sec short form video or short form post that is going to go out on YouTube, and it's going to hook people's attention. And when they watch that short form content, it's going to link to this long form content. Now, my short form content gets unbelievable amounts of views. Sometimes I release a little video and it gets a,000 views and sometimes it gets a million views. And all of the ones that have done so, so well, they lead in with pain, prize, or news. Now, you can go through my short form videos on my channel and you can just have a look at them and go, that is a pain one, that is a prize news one. Right? You can start to decode the way that I've done my short form videos. Now, when someone sees one of the short form videos, they think, "Who is that person? And how do I get a little bit more of that? " They click over to your channel, and that's where they're going to see your long form videos. So, the long form videos are going to focus on process, principles, and case studies. Now, these videos are going to be 6 minutes to 90 minutes. We're going to be talking to the ICP in step one. We're going to be leveraging the framework in step two. We're going to be using the scripting tools that we talked about in step three. And we're going to be putting that into these long- form videos that go for 6 to 90 minutes in this step here. Now, you don't have to do lots of long form videos. You could do one long form video per month, so long as every single day or every other day, you're doing short form videos that link back to your long form videos. I've seen really successful channels where they do one or two long form videos per quarter, but they do short form videos every day. Those short form videos drive views to the long form videos, and those long form videos drive people over to this lead form. At the end of the long form video, we're going to do a call to action to a lead form. A lead form is where people click a link and fill in a form. They probably will give their name, email, and location. They may even answer a few questions about themselves. They're registering for something. So, for me personally, I love registering people for workshops. I have mini courses. My personal favorite is the online assessment. Sometimes if I'm launching something new, I get people to join a weight list or I've even been getting people to join an online discussion group. Now, the lead form, we use scoreapp. com for all of that. Of course, I would. I'm a co-founder, but you should, too. And the reason for that is it makes it super easy to have a landing page, to have an opt-in form, to ask people five or six questions, and then to register them for whatever it is that you're offering. Here's a few key principles I want you to keep in mind. Principle one on short form content, people notice you for the first time when they see you for the 11th time. You've got to put a body of work out there so that people start to notice you. If you do this once every month, it's going to take a year for people to actually clock that you even exist. Principle number two, people get

to know you, like you, and trust you across about two hours worth of content. So, you've got to have at least a couple of hours worth of content available on your YouTube channel for this to become a reliable content marketing machine. And then people buy from you when they first get positive experiences that didn't cost them anything at all. So, make sure that your lead form is giving people value straight away. Let them enjoy a workshop. Let them register for a book. Get them in a discussion group. give them a great online assessment experience, something positive to start with that then leads into a sale. Like any flywheel approach, this takes a little bit of effort to get started, but once it's rolling, it's almost impossible to turn it off. In fact, last month, I generated 12,000 really warm leads just from this strategy alone. Some research just came out that really validates this whole approach. What they did is they did some A versus B testing. They took some podcasts and those podcasts were getting 10,000 views per episode. They took the same podcast, they clipped it up into 10 short form video clips that led into that podcast and the view count went through to the millions. So if you just simply do long form content alone, you get 10,000 views. You do long form content with short form content that leads into it and you get a million views. Two orders of magnitude more impact. It's the short form into the long form that really drives the growth of the channel and then it's the clicking over to the lead form that drives the growth of your business. If you've never tried Score app before, there'll be a link below. You can set up a free account on Score app and you can immediately use our AI tools to set up a lead form that captures really amazing data and customer insights all in one go. It'll take you less than a few minutes to get this set up. So, there you have it. There's my framework for creating a YouTube channel as a marketing campaign. But ultimately, there's an even bigger reason to do this. And the bigger reason is the power of your personal brand. It's positioning you as a key person of influence. The most important thing as we go into a post AI world is that you are known, liked, and trusted at scale. You need to position yourself as a key person of influence. All the data and all the research is saying that founderled growth is the number one

strategy for growing a business. If you're not building your personal brand as a key person of influence, you're leaving huge amounts of growth on the table. And this YouTube channel approach is one of the ways that you will be building yourself as a key person of influence. Now, if you want to double down on that strategy, I'm running a workshop in the week ahead, which is the key person of influence workshop, and I'd love to see you there. There'll be a link below. Now, for this video, I've put together a document. It's a PDF document that covers everything we've covered in this strategy. It covers some AI prompts so that you can download the document and start implementing this strategy. You don't have to remember everything. It'll all be in the document. So, click the link below and download the PDF that is the summary of this with all the strategy summarized and all the AI prompts in one place. I hope you've enjoyed this video, but I really look forward to seeing your video on YouTube that is growing your business. I'll see you next time.