How He Makes $1M/Year Without Going Viral (Genius Strategy)
Summary
TLDRJay Hail's YouTube channel, with under 400 subscribers, has remarkably generated over a million dollars in a year. This video explores his secret to client generation without virality, featuring a simple video format and a 'mirror strategy' that converts a few views into significant revenue. Jay's approach involves leveraging paid ads for visibility and warming up leads with targeted videos, resulting in a 50% conversion rate. His success emphasizes the power of video marketing, even without mass viewership, and the potential for higher pricing when offering a unique service.
Takeaways
- 📈 Jay's small YouTube channel with under 400 subscribers and an average of 255 views per video generated over a million dollars in revenue by focusing on a specific strategy.
- 🔍 Initially, Jay faced challenges with traditional marketing methods like Google AdWords, which saw a decrease in effectiveness and an increase in cost per lead.
- 📹 Jay's success on YouTube started when he observed others generating clients through video content and realized the potential of using video to showcase his expertise.
- 🎥 He found that video content was more effective in warming up leads compared to cold traffic from paid ads, leading to higher conversion rates.
- 📊 Jay's strategy involved using paid ads to attract viewers and then directing them to his videos to create a connection and understanding of his services before sales calls.
- 📚 Jay created various types of videos, including sales pitches, 'how-to' videos, and long-form podcast-style videos that shared client stories and insights.
- 🎙️ The podcast-style videos were particularly effective as they warmed up clients, making them more likely to convert during sales calls.
- 🔑 Jay's 'mirror strategy' involved sending potential clients videos that reflected their specific needs or situations, increasing the relevance and appeal of his offerings.
- 📈 The implementation of video content and the mirror strategy led to a significant increase in Jay's conversion rates, from 17-21% to around 50%.
- 💰 By focusing on fewer, higher-quality clients and leveraging video content, Jay was able to more than double his revenue and increase his prices.
- 🌐 Jay's experience shows that going viral is not necessary for YouTube to be a successful client generation tool for a business.
Q & A
How did Jay Hail's YouTube channel contribute to his local business's revenue?
-Jay Hail's YouTube channel helped his local business generate over a million dollars in a year, despite having under 400 subscribers and an average of 255 views per video, by using a unique video strategy to attract and convert clients.
What challenges did Jay face when trying to fill his gym with clients before using YouTube?
-Initially, Jay relied on Google AdWords and local search, but over time, the cost per lead increased significantly, and the close rate dropped from 60% to below 20%, making paid ads less effective and expensive.
What was Jay's initial approach to YouTube, and what did he learn from it?
-Jay started with creating sales-type videos but realized that viewers preferred content that was educational and informative, showing not just 'how' but also 'why' behind the actions.
How did Jay's video strategy evolve to increase close rates?
-Jay shifted to long-form podcast-style videos, where he had conversations about his services, which helped warm up potential clients and make them more likely to convert.
What is the 'mirror strategy' Jay uses to turn a few views into significant revenue?
-The 'mirror strategy' involves sending potential clients specific videos related to their issues or demographics before a sales call, which helps in personalizing the approach and increasing the conversion rate.
How did Jay's approach to video content change after realizing the effectiveness of the 'why' behind actions?
-Jay started focusing on creating content that not only showed how to perform certain actions, like lifting weights, but also explained the reasoning behind these actions to give viewers a deeper understanding.
What was the impact of implementing the video strategy on Jay's sales calls?
-After implementing the video strategy, Jay noticed that sales calls became shorter and more efficient, as potential clients already had a clear understanding of his services, leading to higher conversion rates.
How did Jay's business model change after adopting the video strategy?
-With the video strategy, Jay was able to serve fewer clients but at a higher price point, resulting in more than doubled revenue without the need to go viral or have a large subscriber base.
What is the significance of the long-form podcast-style videos in Jay's strategy?
-The long-form podcast-style videos are significant because they provide a platform for Jay to share client stories and results, which helps in building trust and credibility with potential clients.
How does Jay ensure that his video content stands out from other gyms?
-Jay ensures his content stands out by focusing on unique, educational content that addresses specific client needs and problems, making his gym seem different and more valuable compared to others.
What is Jay's advice for businesses looking to use YouTube as their main client generator?
-Jay advises businesses to focus on creating content that resonates with their specific audience and solves their problems, rather than trying to compete with influencers or reach millions of viewers.
Outlines
😀 Small Channel, Big Impact
Jay Hail's YouTube channel, despite having under 400 subscribers and an average of 255 views per video, has remarkably generated over a million dollars in a year. The video discusses Jay's strategy for client generation without virality, his simple video format, and his 'mirror strategy' for converting a small number of views into significant revenue. Jay's initial challenges with filling his gym with clients and the shift from traditional advertising to YouTube are highlighted, showcasing his journey from using Google AdWords to embracing video content to attract and warm up potential clients.
🎥 The Power of Video Content
This paragraph delves into Jay's realization of the power of video content in client acquisition. Initially, he faced difficulties with low conversion rates from paid ads and a lack of organic traffic. Jay's innovative approach involved using paid ads for visibility and directing potential clients to his videos to familiarize them with his business. The paragraph outlines the types of videos Jay created, including sales videos, educational 'how-to' videos, and eventually long-form podcast-style videos that resonated best with his audience and significantly improved his close rates.
📈 The Mirror Strategy and Its Success
Jay's 'mirror strategy' is the focus of this paragraph, detailing how he leverages his existing YouTube video library to directly email leads as a primer for sales conversations. The strategy involves tailoring video content to the specific needs and demographics of potential clients, sent between the application and sales call process. This approach has dramatically increased Jay's conversion rates from 17-21% to around 50%. The paragraph also discusses the impact of video on his business model, allowing him to raise prices and deliver a better product to fewer clients, ultimately increasing revenue without the need for virality.
🚀 Beyond Virality: Targeted Content for Business Growth
The final paragraph reflects on the importance of targeted content over virality for business growth. Jay acknowledges the temptation to compete with major YouTube influencers but emphasizes the profitability of focusing on his specific audience's needs. He shares his success with organic clients finding him through YouTube and provides an invitation to learn his YouTube marketing playbook, offering a repeatable method to build a business to over $600,000 a year.
Mindmap
Keywords
💡YouTube channel
💡Client generation
💡Average views
💡Revenue
💡Video format
💡Paid ads
💡Close rate
💡Conversion rates
💡Podcast-style videos
💡Mirror strategy
💡Sales calls
Highlights
Jay's YouTube channel with under 400 subscribers generated over a million dollars in a year.
Achieved high revenue with an average of 255 views per video.
Jay discovered a method to generate clients without going viral.
Used a simple video format that increased close rates.
Implemented a 'mirror strategy' to convert views into revenue.
Faced challenges with traditional marketing like Google AdWords becoming less effective.
Close rate dropped from 60% to 20% with paid ads.
Lead cost increased from $5 to $40 over several years.
Turned to YouTube after seeing others generate clients through video.
Started with sales videos but pivoted to educational content.
Jay's videos now focus on the 'why' behind fitness advice.
Adopted a long-form podcast style for videos to warm up leads.
Trainer's awkwardness on camera led to conversational video format.
Shorts with people wearing headphones had better traction.
Jay's videos are personalized based on lead's application.
Conversion rates increased to 50% with video integration.
Revenue increased to 90-100K a month with fewer clients.
Raised prices due to unique video marketing approach.
Organic YouTube finds lead to clients without needing to go viral.
Jay offers a YouTube marketing playbook for business growth.
Transcripts
Jay hail's Small YouTube channel helped
his local business make over a million
dollars in the past year alone but how
does a Channel with under 400
subscribers and an average count of 255
views per video bring in that kind of
money I sat down with Jay to get to the
bottom of it and in this video you're
going to discover Jay's secret to easy
client generation without going viral
the incredibly simple video format he
swears by and I even convinced him to
share his proven mirror strategy that he
uses to turn just a handful of views
into Big Time Revenue but like all
success stories this one started with
some pretty big challenges so Jay what
did it look like for you when you were
trying to fill your gym with clients
before you got started on YouTube I been
running gyms now for about 13 14 years
when I started my first business and
even the second business you know you
could put a website up and people would
search and find that website at the
beginning we were doing like Google
AdWords as well which you know we'd say
hey search for personal trainers in the
area and then they'd find us over the
last I don't know seven years or so
that's changed quite a bit and what was
your close rate when you actually got
those people on the phone local search
was pretty good it was probably about
60% or so it's just that there'd be very
few people you know it would be a couple
of people a week at most when we started
doing paid ads that close rate dropped
to like 20% or below because you're you
know they were sort of cold traffic as
the paid ad started to get more and more
expensive it went from like $5 a lead to
like $40 a lead over the course of
several years unfortunately that's a
super common story paid ads have been
steadily rising to the point where
they're pretty much out of reach for the
average small business Jay knew
something had to change so what made you
decide to give YouTube a try I just
started to see people that I knew that
were generating clients from
video like either Instagram short videos
or YouTube videos and I started to also
realize Wes that I was buying stuff from
People based on video because I'd watch
their videos and they'd be like oh they
seem like they know what they're doing
and I would buy you know two three
$5,000 courses just based on watching
People's videos without a call at all
and so it sort of clicked you know it
took me a little while and it clicked
it's like o maybe I should be one of
those people like if it works on me it
can work for me right
yeah exactly exactly so in those early
days Jay found that the consult calls
that he took with referrals and people
who found him through search were way
easier to close than the ones he got
from Paid ads but his problem was volume
he couldn't really get consistent
referrals in organic search traffic to
his website and on the phone enough to
run a sustainable business that's when
he had a pretty brilliant idea we get
people's attention via paid ads so that
gets us the most eyeballs and then what
I try to do is send them through to
watch our videos to kind of warm them up
so that when we do get on a sales call
with them they have a clear idea of what
we do why we do it what we stand for and
whether this is going to be a good fit
for them in other words Jay figured that
he could get the volume he needed from
Paid ads then use video to warm them up
so they were just as likely to convert
as his referral and search traffic but
how did he actually put these videos in
front of them before we get to the exact
funnel he created including his proven
mirror strategy let's look at the types
of videos that Jay's used including the
video format that's been working the
best at increasing his close rates so
the first thing we did was create a
video that just kind of explained what
it's like to be a member here you know
and how we're different and it's it was
kind of a sales video like a commercial
but the problem with videos like that is
people don't want to watch commercials
you know what do want is to learn
something that they can use and maybe
even pick up on what you can do for them
along the way so picking up on that Jay
pivoted to more General here's how to do
a deadlift type videos but to be honest
those were a dime a dozen on YouTube but
when we started sitting down and
actually having conversations about what
we do and why we do it for example like
why we think that most people undereat
on protein we found that there was a lot
less people doing that kind of stuff and
that type of video that didn't just show
the how but the why behind it those
really hit home and gave people a little
glimpse into what it would be like to
work with them so I stocked your channel
a little bit before this and it looks
like you're doing a lot of these you
know long form podcast Style videos yeah
so the podcast the long form is the
thing that warms people up the best for
actually working with us so how did that
format come about and why do you think
it's working so well there's a couple
reasons number one is we were having all
these great stories of people getting
results that I just wanted to share and
it wasn't good enough to just do like a
testimonial video I wanted to like dig
in cu the clients they don't always know
how to sort of frame the stuff so I
would dig in and ask the questions and
frame it for them not to mention Jay
wanted to feature more than just himself
in his videos after all clients wouldn't
just be working with him but his
trainers were pretty nervous about being
on camera and their awkwardness showed
and I just found it was a lot easier to
have a conversation than for them to
like stare at the camera and say you
know here's how much protein you should
eat and so we we started having the
conversation and it just kind of flowed
a lot easier then the third reason once
I started playing around with shorts I
found that we would get more traction on
a short where somebody was wearing a
headphone and talking into a mic than we
would if somebody was like talking
straight to the camera so Jay had
stumbled on the video format that worked
best for him his his team and his
clients but remember he's not getting a
ton of views on YouTube so how the heck
do numbers like these translate into
numbers like these that's where Jay's
mirror strategy comes in they'll click
apply now and it will ask them to fill
out an application at the end of the
application we'll ask them to book a
call the calls are usually a day or two
in the future right between the time
they apply and the time they get the
call one of our team members will look
at their application and say Hey you
remind us of this person so if we have
for example a mom who's in her mid-40s
then we'll send her a video that talks
about like how to handle menopause right
or if I have a a man who's in his
mid-30s I'm going to send him a video
about like what to do if you feel like
you're too late in life I know that if I
have a male that is like me he's going
to want to see me on the video I know
that if I have a female who's like one
of our coaches they're going to want to
see her in the video so I try to send
the videos to them that are specific to
the problem that they have so we always
try to send them something so then we
will have the sales call and we make
them an offer and if they don't sign up
then we give them 24 hours to take
advantage of a discount that we give
them on the call and during those 24
hours we will send them usually one to
three more videos of people like them
that are getting the results that they
want to get so rather than just relying
on YouTube as the top of funnel way of
being found Jay skirted around the
system by drawing on his library of
videos that he already has on YouTube
and then emailing them directly to his
leads as a primer for the sales
conversation and what did that do to
your close rates our sales calls used to
be 45 minutes and sometimes longer where
we' do a bunch of you know objection
handling or whatever now we've actually
flipped it as we started to implement
more video we realized that we would
spend the 45 minutes and people would
tell us at the end like yeah I was going
to sign up no matter what you said it
was like oh okay maybe maybe we don't
need to spend all of this time and so
the more we've kind of done this the
more likely that people are to show up
and the more likely they are to sign up
and so what we're doing in the 15-minute
call is now just filtering people that
maybe got there by mistake and then
we're just talking about logistics and
details in terms of our conversion rates
when we started doing paid ads and
tracking the conversion rates we were
somewhere around 17 to 21% of the people
who showed up for the call we put video
and all this stuff in place and our
conversion rate went up to about 50%
we've got a waiting list out now you
know about four to six weeks in advance
and we're doing a lot less sales calls
than we used to we actually have less
clients than we did back when we were
doing 40 Grand a month we have probably
20 30% less clients but they're getting
better results and you know we're we're
just we're able to deliver a better
product now I don't even think we've
really scratched the surface of what's
possible with video but we're more in
the sort of 90 to 100K a month range so
if you're concentrating on fewer clients
but you've more than doubled your
Revenue it sounds like you've been able
to like raise your prices by quite a bit
absolutely what was interesting is
before we started doing all of this we
were just like every other gym once we
started doing more video people stopped
comparing us to other gyms like we were
not the same because nobody else is
doing anything like this and because
it's so different we're able to charge
more and do something that is seen as
completely different and if you had
people in your local area finding you
organically through YouTube who ended up
then becoming clients yeah absolutely in
fact when you fill out the application
says where did you find us and it's
probably once a month or so people will
say that they found us via YouTube and
if they find our video then they'll go
down the rabbit hole of watching our
videos and then they'll reach out and
call us it just goes to show you that
you don't have to reach millions of
people to make YouTube work for your
business right do you ever still get
caught up in trying to go viral I
struggle a little bit with this idea
that my videos should compete with you
know the Andrew huberman's of the world
right like all of the YouTube sort of
influencers I think like oh man you know
I want to have a million followers but
the truth is I will be more profitable
as a business if I just focus on the
people that are in front of me and
solving their problems so answering
questions specifically about how to lift
weights as a menopausal woman is going
to resonate with my audience more than
trying to be this sort of bodybuilding
you know YouTube influencer and and
accessing millions of people but that's
just one way of getting clients through
YouTube so if you want to make YouTube
your main client generator so you don't
even have to do any other type of
marketing at all I want to share my
entire YouTube marketing Playbook with
you this is the exact way that I've
built my business to over $600,000 a
year and it's 100% repeatable too so
click right here to see how I did it so
you can just steal the blueprint it
works click here and I'll see you there
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