Why Creating More Content Is Making Your Business Worse

When sales start to slow down, when it feels like clients start to slow down, when it feels like your email list is not growing as quickly as it used to be. Most business owners assume they need to start creating more content to get in front of more people. But what you actually need is a better filter. Because when everything feels important in your business, and I get it, everything feels like that's what you should be working on. You end up creating a lot of stuff and converting very little. I'm talking about when you feel like, oh, crap, I need a podcast, I need a YouTube channel, I've got to post more on Instagram, maybe I need to be on LinkedIn, maybe I need to start blogging more. That's the feeling I'm talking about. Hit the like button if you know exactly what I'm talking about. Because I want to show you in this video the exact filter that I use to decide what content gets created and what never does. Because this filter ensures I'm creating content that will make sales, not content for content sake. Because when you're doing posting more, being on more platforms, chasing more ideas, content will get harder for you. This is what content looks for, like, for a lot of business owners, right? Real stories, posts, videos, podcasts. But the problem is there is to decide what to focus on that's going to get the best results. And it'll be way more exhausting than it should ever be. Because as a business owner, you are not a content creator. You need strategic content to feed your business, not content for content sake. I know this because at some point, I can't remember the exact pinpoint. I think it's when I was trying to figure out how could I do less because I was so overwhelmed, so burnt out, and I felt like no matter how much more I added to my plate, I didn't see more results. Like, I didn't see more sales or my email is growing any faster. So I realized I didn't have a content problem. I had a decision problem because I wasn't figuring out what is the purpose of this piece of content that I'm going to create. What is this piece of content going to do for my business? Or is it just content for content sake? Because I think I need to post on Instagram or because I think I need to post on TikTok. So, so now every piece of content that I create, mainly here on YouTube, because I find YouTube to be the best platform for return on investment. Every YouTube video that I create needs to pass through one of three specific filters. And if it doesn't pass one, it doesn't get made. So there are three filters you need to take your content through. Filter one is your playlist funnel. Filter two is feeder video. And filter three is a strategic live video. This is your entire content filter. So the first filter is does this video fit within a playlist funnel? So a playlist funnel is my strategy for YouTube. It's basically like an email funnel, only publicly here on my YouTube channel, built specifically for ready to buy viewers, not for anybody, for people who have an active problem, who are looking for an active solution. If you want to learn more about my playlist funnel and how I use it and how I build my playlist funnels, I have a detailed training on it at trinalittle.com forward/class. You can get in the next one that I'm hosting. So but that goes into much more detail if you're interested in learning in the playlist funnel strategy. But every playlist that I have, I have five videos that have five specific roles. I have one video that is a belief shifting video, one video that's there to educate, to show my authority, to show I actually know what I'm talking about. One video is objection busting. So I need to show my viewer why the way they think isn't true or the way they think they should do things and isn't the right way they should do things. Have a proof video again to show my authority, to show I actually know what I'm talking about, that I have proof that this all works. And then the fifth video is a conversion specific video. If I'm sitting down to film a video and it doesn't fit in one of those roles, I don't create it, period. Like I said, I'm not here to be on YouTube, to become a YouTuber. So that's why if you want to make a comment about what I know about YouTube when I don't have a more than 60,000 subscribers, that's the point. I'm not a content creator. I am a business owner. I'm using YouTube strategically to attract the right people. I'm not here on YouTube to attract everybody because everybody that wants to learn about YouTube isn't going to fit my program, the YouTube coaching experience because it's built for course creators, for coaches, for people selling one on one services. It's not for YouTubers. Therefore I'm not for everybody and I'm not trying to get 100,000 subscribers. Okay, rant over the second filter. So either needs to fit into the playlist funnel Roll. The second filter is, is this a feeder video? Because while every video that I create may not live in a playlist funnel, it still needs to have a job. So when you do a feeder video, let's say this is your feeder video out here. It must make sense for somebody to watch this and feed it into this belief shifting video. It's not random videos that just sit out here somewhere, go nowhere. They all must feed into a playlist funnel. So if I have an idea for a video that I want to do or experiment with a topic, I need to ask, what playlist funnel will this video feed people to? So if you think of a playlist funnel and you have these five videos, what is an extra video that could grab some attention? That I could then tell people to go watch that playlist funnel? Because remember, at the end of that funnel there is a conversion video. The whole point I'm creating YouTube videos and if that video cannot feed into a playlist funnel, it doesn't get created. Now the third filter is something I'm trying new this year. I want to start using more live videos, but not random live videos. All of my lives that I'm planning to do in the next couple of months are tied to where am I at in my business promotion cycle so I can talk about that promotion in the live video. What offer or bonus is currently active in my promotion cycle as well? So there are specific bonuses that I release as an incentive to kind of get off the fence and join the YouTube coaching experience or what decision does my audience need to make next? Meaning where are they stuck from going, I think I need YouTube to I absolutely need YouTube or I think I might need the YouTube coaching experience to I absolutely need the YouTube coaching experience. I don't go live just to show up and answer questions. I'm going live to move my viewers, my ready to buy viewers forward in the buyer's journey. Here's the most important filter of all of them. Before I decide to work on any videos, to produce any videos, I ask, would my ready to buy viewer click on this video? This video is not for a beginner. That's why you don't see tutorial videos or how to videos or steps videos on my channel. Because these are advanced topics for those people who already have a course, who already have an offer, whose business isn't doing what it used to do and they're wondering why their content's not working. It's very specific for that type of person. If a video is too basic, too tutorial heavy, or too generic. It's absolutely cut. These filters are why I create less content. And I'm getting better results than ever before because I'm not chasing a quantity gain. As I said, I'm not trying to get 100,000 subscribers. I'm chasing a quality game. 60,000 quality views and subscribers here are going to feed my business for years and years and years to come. And that's more important to me than being a YouTuber because when you stop guessing what to create and you just start putting content out there, you stop overworking yourself. And when you create less, like I said in last week's video, which I'll link right here, you get sharper, your message improves, and your conversions improve because you don't start sounding like everyone else. I talked in last week's video about how when your quantity of content goes up, usually the quality of your content goes down and people just don't listen to it. You just sound like everybody else. But when you can lessen the quantity of content you put up and improve the quality, that's what makes a difference in your business. That's what makes that, what makes people want to work with you, want to buy from you. But a lot of business owners still get stuck on one thing when it comes to going through these filters. They judge success of their content the wrong way. They generally think, and maybe you think this, too. More views means better results. So I want to explain why more views actually hurt business owners here on YouTube and what you should focus on instead in this video right here. See you there.