How To Build An Audience Of Buyers (Not Just Viewers)

        ## Topics & Main Speaking Points

1. **Why chasing views/subscribers doesn't equal revenue** — The "whiskey drinker" analogy explaining two audience types
2. **The 5-step system for sales-generating videos**
3. **Balancing views vs. sales in your channel strategy**

### The Core Problem

I've helped over 700 businesses make millions on YouTube, and my own channel generated over $4.5 million this year alone. Here's what I've learned: obsessing over retention, likes, and subscribers won't make you money.

Let me explain with an analogy. Imagine you run a bar and need everyone to drink Johnny Walker's cheapest whiskey all night. You'll quickly discover two types of drinkers:

**The whiskey fanatics** — a small group who've had basic whiskey a thousand times. They came hoping for something deeper. The moment you pour them a Johnny and Coke, they leave.

**The casual drinkers** — they'll drink whiskey cokes all night, but hand them a neat 100-year-old single malt and they'll grimace because it's too strong.

This is exactly why making videos that get both massive views *and* sales simultaneously is so difficult. Watered-down content attracts the mass market but repels buyers. Your serious viewers — the ones ready to pay — want depth.

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### My 5-Step System for Sales-Generating Videos

#### Step 1: Choose the Right Video Style

I never make listicles, interview videos, or news-style updates when I want sales. Those formats get views but convert terribly.

Instead, I use one of four proven styles:

- **Case Studies** — Stories about helping someone get a result my buyers want. One case study about helping my editor Greg go from $0 to $20K/month generated $50,000 in four weeks.

- **Deep Dives** — 20+ minute videos packed with frameworks, value, and stories. One deep dive generated $300,000 in nine months. Buyers love these because they prove I'm an expert with real systems, not someone regurgitating generic blog posts.

- **Roasts** — I coach a viewer on camera to solve their problem. This gives buyers a taste of working with me behind the scenes. One roast generated over $100,000 in a few months.

- **Short Process Videos** — Like this one. I lay out a simple 5-step process for a specific result. Some of my best ones have generated over $100,000 in the past year.

#### Step 2: Use the Right Title

Think of your audience moving through a funnel. At the top, people discover you. At the bottom, they purchase.

The funnel splits into two halves:

**Problem-aware viewers** (top half) — They know something's wrong but don't know the solution. They click titles about results they want or pain they recognize. Examples: "11 Income Streams That Made Me $200K" or "How I Boosted My Metabolism and Lost 30 lbs."

**Solution-aware viewers** (bottom half) — They've done research, tried things on their own, and now click content promising the exact fix they need. Examples: "Breaking Generational Curses" or "Green Screen Lighting Tutorial."

The rule is simple: problem-aware titles get more views; solution-aware titles get more sales because those viewers are closer to buying. Test both and track which brings views versus buyers — sometimes you'll find one that does both.

#### Step 3: Call Out Buyer-Specific Problems

Most businesses try solving the broadest, most obvious problems — the ones casual viewers care about. But when serious buyers click on a weight loss video and hear "exercise and eat less," they think, "Yeah, duh. I know that."

Instead, I call out problems only buyers would recognize. One video got just 15,000 views but generated $60,000 in sales. The first problem I discussed was "warm audience depletion" — something you only experience after launching a product, making huge money, then watching sales drop to near-zero months later.

The moment casual viewers hear that, they leave (and my retention takes a hit). But buyers get hooked because I've named the exact problem they've been quietly stressing about.

#### Step 4: Don't Overwhelm

People hear "buyers want depth" and think they should dump everything they know into one video. That doesn't work.

Whiskey drinkers don't want to walk into a bar and down two liters. If I hit viewers with too much information too fast without structure, they get overwhelmed. My credibility drops. They're less likely to trust me.

My real job is figuring out the *right* amount of information so viewers finish thinking, "Wow, this is simpler than I thought. I can do this." Inspired viewers become buyers. Confused viewers don't.

#### Step 5: Don't Pitch

Most people beg viewers to buy with some dramatic pitch, suddenly switching tone and breaking all the trust they've built. But if I've done steps 1–4 properly, I don't need to pitch. Inspired buyers sell themselves. Their natural next step is wondering how to work with me.

I simply put a link to my offer under the video with a simple call to action. If my content rocks, that's enough.

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### Balancing Views and Sales

I don't sacrifice channel growth to make sales. Here's how I structure things:

**Some videos I optimize for buyers** — I only track business metrics: clicks, emails, calls, sales, leads. My email marketing video, for example, won't appeal to most people, but my best clients want it, and it generated huge sales.

**Some videos I optimize for views** — I don't care as much about business metrics; I just want new people to find me. My "40 Short Lessons" video is problem-aware, simple advice, fast-paced, dopamine-creating content. Easy to watch, so it gets views.

**Contrarian content also works for views** — I knew a strong opinion would get people talking, commenting, and sharing. James Smith made a response video. People on Instagram argued with me. All of it drove more people to my channel.

For every video, I ask: *Do I want views or sales?*

- **New channels:** Make one in three videos a buyer video — focus more on views first.
- **Established channels:** Go 50/50.
- **My 2025 approach:** 75% buyer content, 25% viewer content. The channel still grew significantly, and the business exploded.