A few years into running AdOutreach, I had what I can only describe as a crisis of strategy.
I'd been on YouTube for over a decade. I'd spent millions on my own ads. I'd helped hundreds of clients generate massive returns. From the outside, the system was working.
But internally, I kept watching brilliant entrepreneurs I personally knew burn out trying to “make video work” the way the gurus said it should. They were posting daily. Chasing trends. Performing for the algorithm. & still struggling to fill their pipeline.
That's when it hit me – the entire conversation around video marketing had been hijacked. & I needed to write a book about it.
As a Reminder, Our Goal with this Newsletter is to Give You the Highest Level of Value Possible. That's my promise to you & I intend to over-deliver!
Here's a Sneak Peek at What's Inside This Email:
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The Real Reason So Many Coaches & Consultants Burn Out on Video
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The Single Question That Reframed How I Approach Every Video I Make
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3 Diagnostic Questions to Ask About Your Own Content Strategy
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How Video Authority is Built to Solve This Problem at Its Root
Alright, let's Dive In…
The Video Authority:
The Content Hamster Wheel
Here's what the “post more content” advice misses entirely:
Most experts don't have a content problem – they have a positioning problem.
I've talked to coaches with 50,000 subscribers who can't generate leads. I've talked to consultants posting 5 videos a week who can't close clients. I've talked to entrepreneurs with massive view counts & embarrassing revenue.
In almost every case, the issue wasn't quantity. It wasn't even quality in the production sense. It was that their content was built for the wrong outcome.
Every single video was designed to be “watched.” Almost none were designed to convert.
So they kept getting on the wheel – more videos, more posts, more shorts, more reels – hoping that at some point, “going viral” would translate to “going profitable.”
It rarely does.
The One Question That Changed Everything
About 5 years ago, I started asking a different question before producing any video. & it completely changed how I approach content.
Instead of asking “How can I make this video get more views?” I started asking:
“What specific job is this video doing in my business?”
Sounds simple. It's actually transformative.
Once you ask that question, your content strategy gets ruthlessly clear. Some videos build awareness. Some build trust. Some pre-sell. Some close. Some retain. Each one has a job. & each one is measured against that job – not against vanity metrics.
This single shift is what allowed us to scale our YouTube Ads strategy from a few thousand dollars to managing millions in ad spend – while shrinking our content output, not expanding it.
3 Diagnostic Questions to Ask Yourself Right Now
Before I let you go, I want to give you something tactical. Here are 3 questions I want you to ask yourself about your current content strategy:
Question 1:Â If I had to assign a single business job to my last 5 videos, what jobs would they be doing? Would I find any duplicates – or any gaps?
Question 2:Â What does my prospect specifically need to believe about me, my methodology, & their own situation before they'd say yes to working with me? Is any of my content addressed directly?
Question 3:Â If a perfect-fit prospect watched only 1 of my videos this week, which one would I choose – & why?
Most people answering these questions honestly realize they've been creating content as performance, not strategy.
That's exactly the gap I wrote Video Authority to close.
The book gives you the full framework – how to architect every piece of video content around a specific job in your business, how to engineer pre-sell videos, how to build trust at scale, & how to use ads to amplify the right content to the right audience.
Get Your Copy of Video Authority Here
More Value Coming Your Way
Coming up next, I'm pulling back the curtain on something I almost never share publicly – 3 specific lessons from the $7.7M+ of my own ad spend over the past several years. This is a sneak peek at what's inside the 9-Figure Advertising Secrets PDF that comes free with the book.
Stay tuned for a LOT more value coming your way!
To Your Success,
– Aleric Heck | Founder & CEO of AdOutreach
