right Champs we've entered the next season of the creat economy and the rules are changing fast and in 2025 you've got a choice to make are you going to play this online business game on easy mode or hard mode and it all comes down to just one thing are you going to build trust with your audience in 2025 or not over the past few years we've seen a new disease spread across creators with huge audiences on platforms like Tik Tok and Instagram it's called broke influencer syndrome creators who have massive amount of followers but zero
trust built with them so they're broke fortunately there is a solution and that solution is more content but not just any content it's long form content like this so welcome to part five of the six-part miniseries where I'm sharing with you the lessons that I've learned from building a business from zero to over 50k in a month over the past 12 months without funnels without cold Outreach and without sales calls if you haven't seen Parts 1 2 3 and four yet you're probably wondering who the is this outrageously attractive ludicrously well-mannered black and white British
studies so make sure to go watch those videos first to find out who the heck I am you can check them out here now you might be wondering why should you listen to me well that firstly you shouldn't don't ever listen to Strange men on the internet but I have just passed a million views on my YouTube channel however it's not about the volume of views it's about the quality of the viewers who get them now most weeks I get a DM on Instagram saying something something along the lines of I just binged your YouTube
channel over the weekend what's the next step to work together now it's the difference between having to sell and having leads who are already pre-sold and this is what allows me to have enough leverage to not have to do sales calls anymore so if you like the sound of that here's what I'm going to cover in this video first why long form content is no longer a nice to have but a must have in 2025 secondly the secret formula the biggest creators Ed to build a niche audiences of hyper fans and the simple framework that
I use to pre-sell and convert followers into dollars so if you're ready to make some Next Level online business gains in 2025 let's dive in okay champ so it actually starts with asking this one question what is the dream outcome and the dream outcome comes from understanding that there are actually two stages of conversion there is pre-selling and then there is selling and I'll tell you what the difference is so the difference is if you're a Creator and you've been on sales calls before if you've been on calls where someone you've spoken to them about
stuff you've done some Discovery and then all of a sudden at the end you're like okay so where do you want to take it from here and they go yeah so can you explain to me how it works and then you have to then pitch them and explain to them and really ultimately give them no reasons why they can say no and that is really hard to do so it's the difference between that and essentially what happens with me now is that people just send me a DM saying I'm in and how do I pay
and hopefully we can agree that that is pretty good dream out come and let's give you an example of this so this is one of my clients Dan he doesn't have a huge YouTube channel but he had a sales call with with a prospect who had seen one of his webinars and he said he mentioned seeing his YouTube channel and watching a video and he booked a cool and this was a video which had 22 views and Dan got a £25,000 paying for which is about $3,000 on his most watched video of 22 views that's
the beauty and the leverage of long form content and why it's a critical component of our one simple flywheel which helps get people who are within our flywheel to become clients and people who we then help actually get a transformation with and that's why I love the flywheel so much more than this BS because with this BS you never get that you got the question all the time so can you explain to me how it works on sales calls and then you've got to pitch people and that's how you end up working with who just
are not a good fit ain't about that life okay and it's the difference really between sales-based conversion where you have to have loads of sales calls you need high amount of volume so it's all about lead volume compared to marketing based conversion which is all about nurturing people over time so that people can just essentially say okay yeah I'm actually I'm just ready now here's why you should be excited to start posting on YouTube so YouTube has just become the number one streaming platform in the world so it's beaten Netflix and it's now takes up
more than 10% of people watching stuff on TV which is an amazing thing for you because it gives you one more chance to get in front of people when they're just chilling out okay so you should be excited because we're currently in a trust recession when it comes to buying stuff online so this is the trust index some nerds have clearly put this together but as you can see we're just going on this kind of like General decline over time so this was back in 2004 you know just after the dot boom and we're kind
of down here now you can see that trust has dropped by about 25% over those the last like nearly 20 years now and Google actually came out with this study they did a study they looked at nearly 30 years of buying data and they found that before someone buys from you they need to on average spend 7 hours engaging with your brand across 11 different points of Engagement and across four separate locations of contact that is why we have a flywheel where you can have 1 2 3 and then finally four pieces of contact with
a client now the key to this is understanding that it can take months or even years for a prospect to actually warm up enough to buy from you and so the big idea that I want to get across here is this idea of out of a 100 leads 50% of them ain't ever going to buy stuff from you okay they are never ever ever going to buy stuff from you and that's cool that's absolutely amazing but the other 50% will buy from you the problem is you have no idea when so 15% of them and
this is these are just like complete ballpark numbers 15% might buy at some point now within the next few days and weeks but then the other 85% it can take from between 90 days to 2 plus years before they've built up enough trust to actually want to work with you and the idea is the difference between funnels and flywheels is that in flywheels we want to build a pipeline of perfect future clients and we put them onto our hot list and when they are on our hot list then our job is just to be there
when it's now what we're going to do is over that course from zero to 2 years we are going to ask people at different points we're just going to say hey is the time right now and eventually they're going to raise their hand like all these little nerds down here and we are going to be there to say well sick let's get to work then big idea here is that in our flywheel system it's about just being there when it's now and being totally cool with the fact that it might be tomorrow and it might
be in 2 years and that is amazing either way this is what the biggest creators in the world do they build their reciprocity bank account this is a Goodwill bank account where they are making deposits every single week sometimes multiple times a week with long form videos which are super super valuable so guys like hosi guys like gajji guys like Ali abdal and guys like Dan Co who haven't connected with Dan but I've heard he's like kind of like the same you know like that hasb guy like he's around the same kind of like size
as him which is honestly kind of weird kind of funny the other day when I was making this whiteboard um I Got a notification on my YouTube channel and um it was a notification from one of the absolute King Of The Nerds Ali so shout out if you're watching this there's a high chance you're not but thank you very much comment man um from another former kind of like Medical Professional very very appreciative and glad you like the Vibes Alli is by the way the reason why I'm here doing this like he was the one
who taught me how to do editing and video editing like 5 years ago so shout out man okay it's now easier than ever guys it is e easier than ever to start a YouTube channel I'm going to give you an example here so this is my like uh recommended page okay and on the recommended page the first recommendation is this video from Austin who is one of my clients so I subscribe to his YouTube channel but I'm getting sent his stuff ahead of people who I also subscribed to like Chris Williamson and Tim Ferris and
Blondes who's weirdly also um connect with me she dropped me a DM in on Instagram a couple of weeks ago one of the biggest DJs in the world who I've been following for years and um my client Austin is getting recommended ahead of all of these guys as well as Christopher and Christopher I have absolutely no clue who Christopher is but Christopher's got only 193 views on this video and maybe it's something to do with the algorithm thinking I'm alone and I need to watch videos about being alone but my point is is that the
algorithm is showing new creators to new audiences more than ever before it's easier than ever and so Austin here you know he's got 5,000 subscribers on his channel and you know he just collected $199,000 the other day in a single day I think he's just got just got past 30k this month and then Steven he's only got 1,000 subscribers he made $32,000 last month um so he's crushing it with a small audience we've got Nick over here he's got 6,000 Subs on YouTube and he just passed 30k this month as well so you don't need
huge audiences that's the beauty of this you just need to start and be consistent okay so this is how we build a trust ladder so if you think back to previous videos we talked about this difference between a funnel and a flywheel being that funnels we're asking people to make these giant trust leaps these huge leaps in trust going from just a stranger to a lead where we've gotten there collected their information and details and then we're selling them on yeah give us thousands of dollars because we'll help you I promise and then turning them
into into a case study whereas with flywheels what we're doing is we're just doing it in a way way way smaller step fashion so we we just take people from being a stranger to a follower from a follower to a lead to a lead to a customer to a customer to a high ticket client and then onto a case study so we are making people make much smaller trust leaps that's the main difference and it's again the difference between sales-based conversion and marketing based conversion and I have a preference and that is uh marketing based
conversion as you can see and I came up with this idea by the way so if it's you can just blame me okay okay so these are what I call Trust transactions they are what in our world they're called BTC or behind the Kerns offers now I'm going to get you to make a vow I need you to vow that I shall no longer create extra to sell I shall sell the I already have can you make that promise to me let me show you what I what that means so in the last couple of
weeks I have sold public seats for private workshops that I'm doing with my clients so I'm giving people an opportunity an opportunity to Peak behind the curtains that's why it's called a behind the curtains offer and in the last few weeks I have managed to drive an additional $6,000 in additional cash flow from opening seats to stuff that I was already doing for my clients that's insane and not only that we take that a level further once we've done and delivered those workshops we can bundle them into one-time purchase products that's why I really like
school for this is that you can payment gate this stuff and just in a weekend I did a 48h hour promo saying hey you can get stuff like you know half price or whatever for 48 hours and I got $1,500 in additional cash flow in just a weekend it paid for my activities that weekend so behind the curtains offers are the best way to get people from becoming a leite to a customer to a high ticket client and there is a huge link here between the number of people that kind of take these do these
courses uh buy these products of mine and then become clients it's a huge percentage so here's how to create content that actually converts so to create conversion content you need to create content that must shift beliefs in your prospect's minds so why is that because when you manage to shift a prospect's beliefs to align with yours then they buy okay and how do you do this by creating various forms of conversion content that I call sales assets and here's how I Define a sales asset so a sales asset is a piece of content that simultaneously
drives traffic and converts traffic by showcasing your skills expertise story passion or knowledge building reciprocal Equity with your audience and critically shifting beliefs to align with yours that is what I call a sales asset and there are really like there are five m types of sales assets there are case studies there are testimonials there's your thesis so talking about your unique mechanism there's then demonstrations showing that you're actually an expert and you can do what you say you do and then there's interviews so you can interview people within your Niche within your market and you
can hijack Authority and credibility doing that so those are the five main sales assets that I've used on my YouTube channel you can go back and see all of them and here's a simple framework that I use every single time I make a long form piece of cont content I go through this like mini checklist so firstly reminding people of your story secondly clarifying the problem thirdly expanding on the symptoms of the problem fourthly elaborate on how the symptoms can negatively affect the life of the prospect five is clarify the features used to solve the
problem six is share the benefits of solving the problem and then seven is share the effects of the benefits of solving the problem so that is my very simple seven-step framework that I use to create sales Assets Now the strategy here is your content must shift beliefs in your prospect's mind but it also must make you relatable if you're not relatable they will not trust you they will not seem like okay that's a trustworthy person if they don't know who you are so that is the key to trust the key is to find out a
way to get people to be thinking like you as a friend so how the fu do we do that well we do that with this framework so there's the Gap framework so we use three types of content here we use growth content to get new eyeballs on our stuff this is how we Drive attention we then use Authority and personal content to drive conversion personal content is all about rate relatability Authority content is all about trust okay and so you need those two factors to drive and actually get conversion now here is my two-step formula
on how to build homeboy level trust the first one is called The Authority diamond where we're looking at five things you need to dot this stuff throughout your content so you can end up having followers think of you like Joey and Chandler from friends this is homeboy level trust building okay so there's five things we look at number one is strengths what are you good at what are you actually above average at what are your passions what are the things you love doing outside of the main stuff that you talk about what are your beliefs
where do you have convictions on things this is like okay I sit on this side of the fence and I am not going to sit on that side of the fence what this does is this Builds an Us Versus Them Dynamic this is a critical secret of some of the biggest kind of like cult Brands out there is saying this is what we do that's what they do we do not do what they do and that's why you have to have beliefs opinions and be a contrarian next up we've got habits what are your habits
that you do day in day out this is the mundane stuff okay and this is actually the stuff which people care about this is why behind thes scenes content works really well because people want to see okay what are the behind the scenes like what does a day in the life look like for you and then finally we've got vices this is the one that people miss out all the time so for example for me I love to drink beer that's one of my viic I also like to have sh don't tell my mom the
occasional cigarette I know right can you believe it those are my vices as well as some other stuff okay but I can't talk about that stuff there right but we have to have these five things covered off and then once you've got those we're going to build these out into the cult brand blueprint okay so there are three main sections here the first is telling people about your world and in your world just like friends the characters and friends we have all of these different elements so in the world it's made up of sets where
do you hang out what are the different areas that you go work live like play like if you work in a city if you live in a city that is going to be unique and interesting to some other people who don't live there so it may sound dumb but it's like yeah you actually just show show where you live then we have your conviction this is all about your unique mechanism and how you do things differently to other people so this is the conviction in your methods so that makes up your world next up we've
got story so this is made up of of your journey and your results this is how you build relatability by saying hey I've come from here and these are all the like kind of little speed bumps that I had to go through to get the result that you actually help people with that's how we build stories that people can relate to finally we've got proof and this is made up of your transformation and your identity remember when we talked about kind of like sitting on one side of the fence and we were like this is
what we do and that's what they do having an Us Versus Them Dynamic actually having enemies that you throw rocks at verbally through your copy and tell people about that's how we do that and so we do that through proving that we've been on that journey and proving that we've actually become this identity okay and then all of those things make up our cult brand blueprint I do have another long video on my YouTube channel that you can go check out after this and this is how I'm thinking about kind of building this stuff out
into what I call my universe I think I should get some sort of award from YouTube for that because I think that's unbelievable to be honest I think that's absolutely insane just another another one of the Nuggets that I've come out with I won't charge for that don't worry so anyway this is what I'm doing so I've got four channels that I'm going to be building number one is this channel the Tom Young's Channel this is going to be curated business and lifestyle content to help build relatability and Trust as well as credibility then we've
got the Tom Young's podcast now this is going to be a different Channel on YouTube where I'm going to be doing raw content livestyle content that's a bit more kind of like Dynamic and raw random stuff interviews with my clients interviews with with other creators in my Niche to help build again just this next level kind of like Authority within the space that I operate in I'm going to dump all of that stuff onto my scale podcast on Spotify so Spotify for me is just another distribution channel so I know that there are people in
my audience who prefer to listen to Spotify or listen to stuff on Spotify long form content on Spotify then they do listen to or watch stuff on YouTube so I just want to give people that opportunity I literally had a new client join me who said I can't I'm I'm not going to watch your YouTube but I I've listened and binged all of your stuff on your podcast channel so you just go and you just upload the same videos to the podcast Channel super easy and then finally we've got kind of specialist Channel this is
going to be my Tom Young's Golf Channel over here and uh that will just be me just doing my fun stuff and ultimately what I'm aiming to do is just I'm going to have my scale podcast on Spotify and that's going to essentially be like hosi is the game where he just posts all of his content it just goes all on there and I think that's an amazing setup in my universe so the key ideas here number one you need to give your new audience members the opportunity to spend time with you and binge your
content like Netflix that is the key to Growing fast on YouTube that's what I'm going to be going all in on on this channel in 2025 you need to build reciprocal Equity by growing your reciprocity bank account by depositing long form sales assets that will compound over time that is a financial analogy and there no Financial advice though you need to be there when it's now it could be one day I signed two clients who kind of joined within the first couple of days who binged my stuff over a weekend and and then I've also
had someone who joined last week who I first spoke to 9 months ago so it doesn't matter in our flywheel just be there when it's now and then finally create a universe of long form content and use the authority diamond and the cult brand blueprint to build unrivaled trust credibility and relatability with your audience right CHS if you found that valuable and I sure as know you did you better not miss the next episode where I'm going to be answering a question that I get asked all the time how do I close in the DMS
without sales calls well I'm finally going to reveal the answer so make sure you've hit the Subscribe button and turned on notifications so you don't miss out on that and if it's out you can watch that here right now I mean if you haven't subscribed already why do you not want to get intellectually jacked do you not want to get Next Level mind swell so that you can also build a business that allows you to get paid for saying whatever the you want on the interweb yeah I thought so so slap the sub button if
anything it'll make my mom proud for once and after you've done that I've got a gift for you I've curated all of the key resources that I've used to grow to over 17,000 Subs here on my YouTube channel and I've put them together in a free mini course called the YouTube accelerator inside my free community so make sure you join us down there below it's in the description and right Champs that was sick and I'll see you in the next one
