Book Out Your Coaching Program by January With YouTube

In the next 90 days, you could take a YouTube channel that isn't converting anyone or doesn't even exist yet to actual client conversations happening in your DMs or sales coming from that YouTube channel. And if you start the day this YouTube video is published and you map out 90 days, that is January 1st. This is the plan that I take all of my coaching clients through when they join the YouTube coaching experience, and I've watched this plan work fast. I've mentioned my client Belle, who was able to book over $40,000 after just 4, yes, 4 YouTube videos. And another client, Steve, go from getting about 1 course sale a month to getting 8 in 18 days. So I'm going to walk you through this entire 90-day plan. Get a notebook out, get a pencil out. We're going to break this down into the first 30 days, the first 60 days, and the first 90 days. So you know exactly what you need to do in each block. And I'm even going to draw the map as we go. Your first step is you have to determine what is the endgame, I call it. What is the offer you want to sell from your YouTube channel? And I'm telling you, you have to pick one. Generally, I tell my clients what is the endgame in their business? What is it that they ultimately want to sell the most of? And a lot of the times it's a coaching program, a one-on-one service, or a couple hundred dollar course. And here's the reason why you have to pick one, because we're going to build your entire strategy to attract people who will buy that offer. We don't want any confusion. We don't want anything to slow us down. We want to reverse engineer sales. And the only way we can reverse engineer sales is if you determine what is the offer you want to sell from your YouTube channel, and we stick to building a channel for that because once you know the offer, then the most important step after that is getting clear on who your ready-to-buy viewer is. So who is that person buying that endgame offer? Because now we're going to start to build a strategy for that person to attract that person. So we're going to start picking topics that she would be searching on YouTube because if you just pick whatever videos you want to create, obviously she's not going to find you. So I teach my clients a couple different ways to find these topics. One is through the niche neighbor analysis. So you can go to somebody else who's speaking to your audience, maybe it's a competitor of yours, and look at the videos that are performing well. And also make sure these videos are for expert Esthers, your ready-to-buy viewer, and not beginner Bettys. And look at the topics that she is talking about. Now you could even go a step further and you can look at the comments of those videos and see what people are saying. Do they have additional questions? Are they saying something specific that they really like about that video? That is your research. That is literally handing you over exactly what video you should be creating. The second thing that you can do is you can go to a tool called vidIQ, and this is going to literally show you how people are searching on YouTube. So you want to go into vidIQ and you can find a topic, put a topic in and look how often it's being searched. This is really important because you want to make sure people are actually searching this. One of the things that my clients will get wrong is they pick a topic that's too specific or in like expert language and nobody's actually searching that. So why would we create a video on that if nobody even is searching that? So you want to validate inside of vidIQ that the topic you're thinking about. Now you're not gonna post your entire title in there. My topic may be about building a YouTube playlist funnel, right? But a lot of my audience doesn't necessarily know what a playlist funnel is yet, but they do know they wanna build a YouTube channel for their business. So I would look up the topic YouTube for business, and then I can see how often it is searched per month. Say, perfect, it is being searched. Now I'm gonna come up with a video idea around this topic. Step 1 is kind of like 2 little pieces. It is determining what is your endgame, what is the offer you wanna sell from YouTube, and who is that person that's going to buy it and then validate the topics that she's actually searching for. Now, step 2 is what I call your 3 sleepless nights. These are the 3 main problems that your ready-to-buy viewer is searching for at like 11 PM at night. If you watched last week's video, I will link it right here. I talk about the importance of finding a topic around a specific moment and not feelings because people aren't going to act on feelings. They're going to act on a specific moment that has happened that has caused them to finally say, I need to solve this problem. So what you want to do is find those 3 problems that are keeping your ready-to-buy viewer up at night that you know your endgame will solve for them. Because remember, we are building everything on this YouTube channel to funnel sales to that endgame offer. Got it? Actually, let me know down in the comments so that I know you're tracking. Let me know what is your endgame offer? What is the one thing that you want to sell from your YouTube channel down in the comments? All right, then once we have our 3 sleepless nights, our 3 problems, the next step is we build these problems into playlist funnels. There are 2 reasons why we want to do this. First of all, when you can get people to binge watch your content, you increase the chances that they will convert. If you can get them to watch 2, 3, 4 videos and you build them strategically for people to binge, that's gonna only help you increase your conversion rates. But the other thing this is so helpful for is when you create those binge sessions, YouTube loves you more and YouTube will put your videos in front of more of the right people if you're keeping people on the platform watching multiple videos. So in the playlist funnel, there are 5 specific videos that all have a specific role. Your first video is obviously the top of the funnel, and that is going to meet your viewer, your ready-to-buy viewer at that specific event that she had that is causing her to take action to fix this problem. And since we're planning this in advance, we are already going to plan for video 1 to lead into video 2 seamlessly. So when she gets to the end of video 1, you've already got her next question in her mind answered by saying in the next video, right? This is a strategy that I teach my clients and I go into more detail and how we flow people from video 1 to video 2 in the YouTube coaching experience. But that is how we are building this entire series of 5 videos. It is built in advance so that we create those transitions from video 1 to video 2 to video 3 to video 4, and they all have specific roles that flow into each other as well. Now, the one video that does a lot of the heavy lifting that is so important and why I say you need to have an offer that you have sold is because video number 4 is all about the proof. I call this the receipts, proof, timeline, everything. But the goal of video number 4 is to basically show people you are trustworthy to buy from. And so in video 4, you are picking a case study, you are picking a transformation, you are picking a client that has gotten results from you and sharing their story in video 4 to show people, hey, I know what I'm talking about, I can get results. And then that flows into the 5th video, which is all about telling them how they are going to have a transformation in your program following the program framework structure, however you break it down. And that is what closes people. And that's how you're going to build these 3 playlist funnels based on these 3 problems. And as your first 15 videos on YouTube. You're no longer staring at a blank content calendar anymore, and we don't have to plan them all at once, right? Go one playlist funnel at a time. And so what I want you to do in this first 30 days is at least have your first playlist funnel mapped out, ready to go, because then the next step is you need to pick a lead magnet. Now, the lead magnet is important because while YouTube is a great platform— I love YouTube— we don't own YouTube. We need to get people who are more what my mentor Mariah Coz says, turtles, people who like to stay in warm pond a little bit longer. We need to get them on your email list so you can start nurturing them, keeping them warm. They're going to be a little bit slower to buy because we are going to have the people that are going to watch video 5 and say, heck yes, I want in. And those are your hairs, like she says. So we need a lead magnet to capture that person's email to stay in touch with them. Now I'll get the question, do I need 3 different lead magnets for 3 different funnels? It's not always a yes. So what I do is I have a lead magnet called the Who's Watching GPT, and it really fits for me across any type of video that I do because my videos always point back to creating the right video for YouTube. Because if you aren't creating the right video for YouTube, all your effort in every video you create is pointless. And so I'm able to use that lead magnet in every single funnel that I do. What you need to be doing is plugging this lead magnet into every single video, specifically videos 1 through 4, so that if they don't end up buying, you have them on your email list. Now let's be very clear, this has got to be a good lead magnet. Like a downloadable ebook isn't going to cut it in 2022. 2026 and 2027. Like I said, I have a custom GPT. Those work really well. You need to think about what is going to be valuable enough that you can solve one very tight specific problem quickly with a lead magnet, and then that needs to obviously align with the topic that you're talking about in your video. So for example, mine is a custom GPT to help you pick a video title right now. Let's say I was talking about funnel metrics and how to audit and analyze your funnel metrics. Obviously that lead magnet does not fit for that video or those people watching those videos. You do need to make sure that the lead magnet makes sense for the person watching that video. And the most important piece about this lead magnet, and I need you to write this down and never forget this, you have one lead magnet call to action in one video. We are not telling people to subscribe. We are not telling people to get on your newsletter. We are not telling people to get your lead magnet, sign up for your webinar. Absolutely not. You have one lead magnet call to action. Then every last call to action in a video is to watch that next video in the series. So that is all the first 30 days. Let's move into days 30 through 60. This is when you are publishing your videos on your channel. Maybe you've already started publishing videos on your channel, but within the first 30 days, you need to be having a video posted on your YouTube channel if you want to follow this 90-day plan. Here's what's really important when you're moving into recording your YouTube videos. First, you need to make sure that you are coming up with a title and thumbnail idea before you finalize the actual content in your YouTube video. This is the biggest mistake I see so many people make on YouTube, especially business owners. Your title and your thumbnail are 2 separate entities. They should not be repeating themselves. The thumbnail's goal is to stop the scroll, so it should probably provoke a feeling. It should get them to want to see what the title has to say. Now here's what's really important about the title. It is not SEO stuffed or SEO optimized. It is— a human's attention is going to go to the thumbnail in the feed, and then they're going to read the title, and the title has to make them feel like they need to know what this video is about. It has to make them feel like they're going to miss out on something if they don't watch this video. So we can't just put something crap like how to start a YouTube channel tomorrow. That is crap. That is nothing to do with what you're going to want to watch. Whereas if I say start a YouTube channel and make sales in 90 days, boom, much better, right? So you want to create a title that maybe goes against common advice. Or something specific that they want to hear. We can't just put boring how-to titles or why titles. It has to invoke curiosity to that viewer to actually want to click that video. Now here's the next piece a lot of business owners mess up after the title and thumbnail is the hook. This is why it's so important to come up with the title and thumbnail first. Your hook has to continue the story the title and thumbnail started. I actually say don't really start, if you are XYZ, that just feels passive. You got to get in there immediately and really pack a punch because you have like 3 seconds make them want to keep watching your video or not. So that hook is so important to keep them watching because if they don't keep watching, your audience retention on that video is going to plummet and YouTube's not going to push it to people because YouTube is like, people aren't watching past 5 seconds. So not only do you got to grab their attention, but you also have to get to what you promised in that title within 30 seconds of that video. If you are wasting time saying, hi, my name is Trena and I'm a YouTube strategist to coaches and course creators and I've spoken on this stage and that stage and this stage and I do X, Y, and Z, people don't care about you. They don't need to hear about you. The best way that you are going to build authority isn't listing your qualifications. It's proving it by delivering them the content that they came there to see. So if you aren't in the meat of your content within 30 seconds, you've probably lost the majority of your viewers. All this to say that it is really important to understand how YouTube videos have got to be structured if you're going to create YouTube videos, because it's not just turn a camera on and yap. Even in the yap video style videos that I'm doing on Saturdays, I'm still creating a specific structure. I'm still deciding what the title and the thumbnail is. I'm still writing my hook word for word when I'm doing those more freestyle videos, because if you just wing it on YouTube and you don't understand the structure, again, you're going to waste your time creating YouTube content. Now let's talk about filming these videos too, because days 30 through 60, we are filming, we are editing. I want you to get out of your head that you need some ridiculous setup for YouTube. Again, if we look back at my Saturday videos I've been doing, I'm literally sitting in my car at my son's golf practice, and these videos are performing just as well as these videos that I'm doing sitting here in my office with my professional Sony ZV-1 camera. In fact, some of the videos that I've done in my car are performing better than the videos sitting here. And so I want you to understand it's all about the topic and the value that you give in the videos and not necessarily the quality of the video. There are 2 important things though for quality that will affect your videos. You have got to have decent lighting and you have got to have decent audio. This is why I never typically recommend doing your videos through Zoom. Quality just isn't crisp. It just doesn't work. I've been shooting my Saturday videos on my cell phone, and even though I recommend don't doing it all the time, I've been shooting it from my selfie camera. So you can film videos with your phone. Just make sure you have good audio. I'm using a Bluetooth mic for those videos and good lighting. When I'm in my car, I've obviously got natural lighting. The other thing I want you to know when you're filming your videos, you don't have to memorize your script, and I would recommend do not read from a teleprompter unless you're really, really good at a teleprompter, we can see you reading. And your audience would rather you be natural, make mistakes, trip over your words, be like a real human, than worry about reading everything word for word. And so what I do is I have my video game plan up on my screen right now. I'm looking at kind of the bullet points that I have created for each section that I want to talk about, and I deliver. Now I may pause, I may mess up. In fact, I literally just stopped my camera for a few moments because I was having a conversation on Slack that I needed to finish up. And then I just come back and I start delivering the content Again, now I may pause, take a look, come back here and continue. So don't overthink this. All you really need to think about: lighting, audio, what's in this square right here, and giving quality content. And then obviously editing. Listen, I've been editing my Saturday videos. I'm telling you, my Saturday videos have been a huge case study for me to prove to you that you're all overthinking YouTube. So I record them in my car. Like I said, it takes me about 17 minutes. I then edit those videos. So I got to edit that video today and it takes me 40 total minutes. And that's even after a second round of just adding some GIFs or GIFs, however you want to say it, and some text. My first edit round, like I just went through the first time and edited out mistakes, took me about 20 minutes. So don't overthink editing. This is why it is so important to get content on YouTube because then we can read the data analytics and your audience retention is going to tell you if your content is good enough that people are watching it. Like I said, the Saturday video are very minimally edited and people are watching them. So don't overthink editing. Just think about, okay, maybe you spend a 90-minute session on filming and editing a video and that video will live for you for months from now versus a reel that sure, maybe it takes you 30 minutes to film and to edit it and to get it up and write the stupid caption, but how long is that reel going to last? Okay, enough about reels. So during days 30 and 60, you are filming filming, editing, and publishing. I will tell you a couple things about publishing. Now you want to make sure you're designing your thumbnail, you're creating a custom thumbnail. I use Canva. I make it super simple. My Saturday videos have been my own designs in Canva, which have been very minimal. You want to make sure you've got a title. You want to make sure you're filling out the description box. With the description box, you want to make sure you're writing kind of like a microblog. Summarize what that video is about, throwing in some keywords about that video. It's not going to make or break your video, But it's giving YouTube more context as to what this video is about, so it can understand where to place you in the algorithm. Now, you don't have to like do anything super special here. It's just to give YouTube context. When you upload your video, YouTube is already reading your transcripts anyways, so it's already learning what your videos are about. I would avoid putting a bunch of links in your description box, maybe the one link to a lead magnet. I think timestamps are important. Granted, I don't do them all the time. Sometimes time permitting, right? So the main point in the description box is just get your summary in there, get your lead magnet link in there, and just write a little blurb about yourself because sometimes people aren't always going to your channel, so they want to read a little bit more about you. So just give you a little blurb on who you are, who you help. So that's down in the description box. And then another very, very important thing you've got to do during this time when you are publishing videos, send the video to your email list. The fastest way for YouTube to figure out who to put your video in front is to send people you want YouTube to put your videos in front of. If you have an email list, you need to be telling them something of value about that video and why they should go watch that video. So you're not just saying, hey, new YouTube video, go watch it now. You're teasing it, you're making their mouth water that they need to go watch it, and then you're linking them to it. This is always a big boost for our videos when we publish it because it is exactly what my audience wants to hear. It's also allowing me to stay in contact with my email list, which I know a lot I know a lot of business owners kind of ghost their email list, but I will send an email about my weekly YouTube video 2 to 3 times a week. So it's constantly getting a push to my channel. And then YouTube says, okay, these are the type of people that are watching this video. Let's find more of those people. So promote your YouTube video. Don't just sit it there. Get it to your email list. These are already people who have raised their hand and said, I want content from you. So get them over to watch your video. Now we're moving into day 60 through 90. We've got a playlist funnel up. Hopefully we are tracking traffic to our landing page, lead magnet, sales page, right? And we are seeing a traffic increase. And so we know that it's working, but that's a really important step as well. You've got to find a way to track your traffic to these pages. I talk about this in last week's video as well. I have a separate funnel specifically for YouTube traffic. So I only mentioned that link on my YouTube videos so I can track that. You can also install Google Analytics as well to make sure that you are seeing YouTube traffic come to your page, but also what it's converting. When I had that number, back at the end of 2024, I saw my YouTube traffic converted on my pages at about a 30% versus Instagram that converted at a 10%. And that's why I went all in with YouTube and quit Instagram for an entire year, because why would I focus on creating content for people who were converting at 10% versus creating content for people that were converting at 30%? So you also need to have this set up so when we are in days 60 through 90, we can really start to analyze what the next steps are. The other data you're looking at is the YouTube data. And this is something that I will review for my clients every single week, every single month, whenever they want me to take a peek at their analytics. So one of the things you're gonna be looking at is your click-through rates. Now I encourage my clients to not judge their click-through rates till they've had at least 1,000 impressions on that video. The goal is to hit at least a 4% click-through rate. So if you're looking at your videos over the last couple of weeks and they have at least 1,000 impressions and you aren't hitting that 4% click-through rate, this is the first problem that we're gonna have that we need to We need to figure out better titles and thumbnails to get clicked. Now, if you're looking at your click-through rate and you're like, oh, I got a 4.2%, I've got a 4.5%, maybe you got a 6%, fantastic. The next thing you're gonna look at to fix is audience retention. So you need to see, are you getting people to the end of your video? Now, I generally look for about 35% average view duration. I would also encourage you to get at least 50% of people past that first minute. If you're seeing a huge drop-off in the first minute, that's where you're going to stay focused on fixing. You need to figure out how to open your videos better, how to hook your videos better, because you're getting people to click, you aren't getting people to watch. So this is the process that you work through to start making your videos better to get those clients, to get those sales. And then the next step, if you're like, okay, I've got a good click-through rate, I've got a good audience retention, but I'm not making sales. So then this is why we need to be able to track our traffic to our pages. So if people are going to your sales page and your sales page isn't converting, we have a sales page problem, or we could have a traffic problem. Maybe you're attracting the wrong people to that offer. So that's the next thing that we would look at, but we aren't even looking at that till we make sure the click-through rate and the audience retention are good first. And so again, if you are plugging your lead magnet in all your videos, hopefully you are seeing your email list grow. Maybe you've not converted people yet, but we are growing our email list. We are now going to do a closer event because now you have people on your email list that have watched your videos. Maybe they checked out your offer. They haven't said yes yet. These are all your turtles in this warm pond. Now, a closing event could be a couple of different things. It could be a free webinar, it could be a paid workshop, it could be a live, but it is something where the goal is to get people to convert. And the reason why this works, it's gotta be live with you because when people can hear you think on the fly, diagnose on the fly, give feedback on the fly, that creates trust, and that's when people will convert. Anytime I go live with an event, I will convert because people see that I legit know what I'm talking about. I'm not an AI bot, and that's what makes conversion. Having that live event, that live time with you, even if they've watched your YouTube videos, it may just take that one little event, that one space of time with you to realize this is who I wanna spend my money with. And for me, for the last 3 months, it's been a paid workshop that has lasted about 2 hours of my time for that entire month. And we've been selling out my coaching program with that paid workshop. And since it's a paid workshop, it's like they're basically paying me to pitch to them, but I don't make this nasty, god-awful pitch. I let them know upfront before we even start, like, hey, what I'm going to talk to you about today is things that I go into detail with my clients. I work with my clients. I have a coaching program. If you want to know more about it, I tell them to drop a word in the chat, and then we collect those people that did drop that word just so we remember to follow up with them. And then at the end of the workshop, I take maybe like 5 to 10 minutes just talking about the program, answering questions, sharing the offer doc with people. It's no full-blown sales pitch and it works because they have spent the time binging my YouTube content. They've hung out on my email, gotten emails from me, watching more YouTube content. They've seen me work live. They've seen me think on the fly and realize she knows what she's talking about. And that's what makes the conversion without ever having to do a sales call to a couple thousand dollar coaching program. And if you're like, Trena, but I'm really interested in seeing this full framework that you do with your clients. I don't think I can wait till October 13th, or maybe the date has already come and gone. I actually break down the entire framework that I teach my clients, everything from the 3 Sleepless Nights Problem to the Niche Neighbor Analysis, Report Card Your Ready-to-Buy Viewer, in a complete training that is on your screen right now. So click that video to watch that training now if you're like, I want it.