Quick note before we dive in, I'm launching a Spring cohort of my coaching programme The $100k YouTuber on April 6th. There's limited spots, if you'd like to book a call to talk about whether it's right for you, you can do so here.

Imagine this, you’ve just got 10,000 views on a YouTube video.

And because you’re a clever clogs, it appealed perfectly to your target viewer.

You made sure that in your packaging, intro and video content you used the right language, credibility and tone to stand out in the right way.

So you can be very confident those 10,000 views are from 10,000 people that you think you can actually help.

Whether it’s learning how to embroider a cushion, get a job at Google, or make money as a local dog walker, these 10,000 have turned up to achieve a specific outcome.

This is no mean feat, but you’ve crushed it.

All those 10,000 people are thinking “damn that was so useful, I think I can do this."

But what do we do with those views?

I mean, it’s a great number of views but it’s not going to make us rich, is it?

…is it?

Well, what if we could turn those 10,000 views into $10,000?

That’d be an RPM (revenue per mille) of $1,000.

With Adsense, you’d just be getting $5 for those 1,000 views.

I’m saying you you can get $1,000 instead?

Yes!

It’s not easy of course, but it’s more than possible.

And we should aspire to have the entrepreneurial chops to know how to have that level of RPM.

So how do we do it?

Well, I'm going to assume that we want to make $10k from just this one video.

And that we have noob level sales skills.

So we can’t sell something cheap like an online course for $300 or community for $49/month.

If we were getting 10,000 views every video, and 100,000s of views per month, then we could explore something lik that.

But for now, we want to do it from just this one video, so we're going to do something high ticket (at least $1,000+).

And for the sake of argument, let’s imagine we’re teaching someone the piano.

I like it as an example because it’s:

1. A hobby niche, not a “make money” niche
2. Competitive
3. Easy to understand

Ok, we have 10,000 views on our video about how to learn piano. Specifically jazz piano, because why not.

So we need to offer those 10,000 people the chance to work with us. And working 1:1 is the easiest to sell and the best place to start.

So we can do that in 2 ways:

• Getting people’s email addresses and letting them know about your offer via email (in a nice, valuable way just like this lovely email you’re reading now).
• Or directing them to your landing page where they can book in a call directly with you.

So here’s what we’re going to do.

2x “calls to action” (CTA) in our video:

• Around the 1-5 minute mark, we’ll do a CTA to our free lead magnet e.g. “If you want to get the sheet music I use in this video, as well as my personal piano practice guide, go to the first link in the video description”.
• And then, in the last 1-2 minutes of our video, we’ll direct people straight to our landing page where they can learn more about our 1:1 offer, and book in a call e.g “If you’re still struggling to get to play jazz chords with the freedom and confidence you want, I’ve been playing/teaching piano for the last X years, and I’d love to work with you 1:1 to help you progress. You can learn more and book a free call with me using the link in the description.” Often there’s only ~20% of people still watching here, and they’ve just learned lots from you and are your biggest fans, so they’re more open to the idea of working with you.

Nice, great job.

Now some maths.

So let’s say that we get a solid 1-2% conversion of total views to our lead magnet. That’s a great result, but also nothing crazy if you know what you’re doing.

That would lead to 100-200 emails. Nice.

And when we go straight to our offer, because we’re noob level, we might get 1% people clicking to our booking page (100), and then 5% of those booking in for a call (just 5 calls).

To keep things simple, two things have now happened:

• We’ve got 100 email addresses
• We’ve got 5 calls booked

Cool.

So first, we take the 5 calls. On the call, we make sure they're a good fit, and then explain how we can help them.

We have a standard call close rate of 30%, and get 2 clients.

Hooray 🥳

But in this scenario, because we have noob level offer and pricing skills, we offer to work with people BY THE HOUR.

Gosh, I almost feinted.

I’m kidding. This is actually a great way to get started because you understand it and so does your client. But as soon as possible you want to use outcome based pricing.

E.g. "Learn to play your first jazz piano jam night in the next 6 months, and actually enjoy it."

But for these 2 clients, we say “so we can either do 1 lesson per week at $100/hour, for 4 months minimum so that we’ll actually see some progress, or 2 lessons per week at $90/hour, again for 4 months minimum.”

They both take the 1x per week option, and only stay for 4 months.

So we deliver 32 lessons and make $3,200 from our calls. Not too bad.

But on top of that, we send valuable emails to our list of 100 every week. And in each email we mention our 1:1 programme in a nice, confident manner.

A healthy email list might have 2-5% as buyers. So let's say over the next 3-6 months, just 2 readers eventually become customers.

To our delight, one of them actually wants 2x lesson per week and stays for 6 months. The other wants 1x lessons per week but stays for 12 months because they're having a great time.

So we deliver 52 lessons over 26 weeks with one client for $4,680 at the discounted rate, but 50 lessons over 50 weeks for the other client for $4,500.

We bank another $9,180.

So:

• 1 video
• 10,000 views
• 100 emails
• 4 customers
• $12,380 over the next 12 months

All this with noob level sales skills, noob pricing, and a hobbyist niche.

But I know what you’re thinking:

1. Getting 10,000 views is hard
2. I don’t want to wait a year to make the money
3. I don’t want to have to tonnes of 1:1 lessons

Sure, fair enough. Then don't bother.

I say that with love.

YouTube and business is hard.

It takes time to learn all the skills you need and be able to:

1. Make great videos that get 1,000s of views
2. Get payment up front
3. Do more scalable group coaching and courses

But doing the basics right will take you a long way.

And mean you're not totally at the whim of the YouTube algorithm gods.

So I'd love to know what's your biggest challenge when it comes to doing this?

Views? Pricing? Sales? Let me know by replying to this email.

Tintin 🫡

P.s.

April 6th. That's the start date of the next cohort for The $100k YouTuber.

If you're at all serious about building a six figure business from your channel, be it with 1:1 coaching or an online course, then you can learn more and book in a call directly with me on this page here.

My YouTube Channel: watch here​

The $100k YouTuber Roadmap: read here​