The speaker (Nate Tilley) warns that prospective customers perform a "Google sniff test"—they search a business or person online after seeing ads or sales messages. If they find little or no organic content (videos, reviews, long-form copy), they become suspicious and are less likely to buy. Consistent, public content builds familiarity and trust, improving deal conversion.
The phenomenon that I've observed is that people are now more than ever doing what's called the Google sniff test. They'll see one of your ads, they might read some of your sales message, they might even watch your vsl. And if they Google you and there's nothing online about you, they're going to get a little bit suspicious. There's so many people putting out so much crappy content that doesn't work that people are getting even more and more and more skeptical. And they're going to say, let me just check if this person's actually legit. And that's where they start to look at videos that you put out, suss out your reviews, read your long form copy and actually really get a feel for what it is that you're doing. And if you don't have any organic content out there at all, you can't even have that conversation because you aren't putting out content. Who do you think they're gonna want to do business with? Some dude on their newsfeed that they've never even heard about, or somebody that they've been watching maybe for years and feel like they already have a relationship with this person?
