Joshua Mayo’s journey on YouTube started like most…
With slow and steady growth.
But in 2022 he noticed something which caused him to make a huge decision.
A decision which blew up his views and his revenue overnight.
So what did he change? Well, I asked him…
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With slow and steady growth.
But in 2022 he noticed something which caused him to make a huge decision.
A decision which blew up his views and his revenue overnight.
So what did he change? Well, I asked him…
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Joshua started off making videos about ETFs.
But he noticed these were underperforming compared to his other types of content.
In fact, there was a very specific type of video that was consistently outperforming the rest…
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But he noticed these were underperforming compared to his other types of content.
In fact, there was a very specific type of video that was consistently outperforming the rest…
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The secret sauce seemed to be personal finance.
But Joshua realised that his biggest videos were about a very specific part of personal finance:
Making money.
And by focusing on making content about this niche-within-a-niche, his views suddenly did this:
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But Joshua realised that his biggest videos were about a very specific part of personal finance:
Making money.
And by focusing on making content about this niche-within-a-niche, his views suddenly did this:
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But how does he keep finding viral content ideas?
It turns out he chooses his topics using something called the ‘Skyscraper Technique’.
You find a piece of content that's doing really well… and find a way to make it better.
And this can be done in a number of ways:
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It turns out he chooses his topics using something called the ‘Skyscraper Technique’.
You find a piece of content that's doing really well… and find a way to make it better.
And this can be done in a number of ways:
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Joshua has 2 beautifully simple techniques that make his videos stand out.
Firstly, the hook.
He strikes a match and lights a candle the second the video starts, which gives the viewer something visually interesting.
But he could make this technique 2x better…
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Firstly, the hook.
He strikes a match and lights a candle the second the video starts, which gives the viewer something visually interesting.
But he could make this technique 2x better…
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Currently, this visual opener has a problem:
It’s a setup with no payoff.
Because when you draw attention to something in a video, you have to give it meaning.
Otherwise, it feels like a “trick”, which can be frustrating for the viewer.
So what’s the solution?
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It’s a setup with no payoff.
Because when you draw attention to something in a video, you have to give it meaning.
Otherwise, it feels like a “trick”, which can be frustrating for the viewer.
So what’s the solution?
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I suggested that Josh should blow the candle out at the end of the video.
This would close the curiosity gap he opened at the start.
Now, the interesting visual hook has a payoff right at the end.
In his more recent videos and you’ll notice he now does this.
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This would close the curiosity gap he opened at the start.
Now, the interesting visual hook has a payoff right at the end.
In his more recent videos and you’ll notice he now does this.
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The second amazing technique Joshua has is his storytelling.
In his $900 side hustles video, each suggestion begins with Josh telling us a story which puts the side hustle in context.
This has an amazing effect on the viewer…
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In his $900 side hustles video, each suggestion begins with Josh telling us a story which puts the side hustle in context.
This has an amazing effect on the viewer…
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Telling a story fires our brains up.
Now we’re trying to work out why it’s relevant to the point he’s about to make.
This keeps the viewer way more engaged and will boost your watch time.
Watch literally any TED Talk - they all open with a story.
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Now we’re trying to work out why it’s relevant to the point he’s about to make.
This keeps the viewer way more engaged and will boost your watch time.
Watch literally any TED Talk - they all open with a story.
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But now we have two massive problems that can destroy a video.
One of which Joshua has managed to avoid, and the other which he hasn’t.
To understand the first, you need to think about 3 types of people who watch your videos:
Cold viewers, return viewers, and fans…
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One of which Joshua has managed to avoid, and the other which he hasn’t.
To understand the first, you need to think about 3 types of people who watch your videos:
Cold viewers, return viewers, and fans…
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The first problem is this:
Cold viewers don’t trust you yet.
In fact, they’re actively looking for reasons not to trust you.
Which means you need to give off the right first impression.
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Cold viewers don’t trust you yet.
In fact, they’re actively looking for reasons not to trust you.
Which means you need to give off the right first impression.
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In Joshua’s case, he’s got a good-looking set-up.
This helps establish credibility considering he’s talking about making money.
But that’s not enough on its own… I asked my Twitter audience what his side hustles thumbnail made them think, and the responses were harsh..
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This helps establish credibility considering he’s talking about making money.
But that’s not enough on its own… I asked my Twitter audience what his side hustles thumbnail made them think, and the responses were harsh..
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People felt that $900 per day sounded too good to be true.
It seemed like Joshua might be a bit scammy.
The word that came up the most out of all the replies was this:
Proof.
So let me show you how Joshua proves himself and earns their trust.
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It seemed like Joshua might be a bit scammy.
The word that came up the most out of all the replies was this:
Proof.
So let me show you how Joshua proves himself and earns their trust.
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The first side hustle is unconventional, showing this isn’t another standard, boring, side hustle video.
This is quickly backed up with screenshots of the amount of money you can make.
Then he adds screenshots from a Facebook group showing a real demand for the service. 🧵/14
This is quickly backed up with screenshots of the amount of money you can make.
Then he adds screenshots from a Facebook group showing a real demand for the service. 🧵/14
But this brings me onto the second problem (the one which Joshua falls into).
In this case, it’s a problem that caused some of his viewers to leave.
It’s about the information you deliver to your audience.
Specifically, how much information you give them in one go.
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In this case, it’s a problem that caused some of his viewers to leave.
It’s about the information you deliver to your audience.
Specifically, how much information you give them in one go.
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Imagine your mate offers you a chocolate.
You’re probably gonna take it.
A second piece of chocolate? Sure.
Now imagine they keep offering you more chocolate until the box is empty.
Safe to say you’ve pretty much had enough of chocolate by now, and you wanna leave…
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You’re probably gonna take it.
A second piece of chocolate? Sure.
Now imagine they keep offering you more chocolate until the box is empty.
Safe to say you’ve pretty much had enough of chocolate by now, and you wanna leave…
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Joshua’s video is a bit like that mate offering you too much chocolate.
While each side hustle suggestion is initially exciting…
The detail he gives about how to actually achieve it starts to feel a bit overwhelming.
This is a difficult line to tread for YouTubers…
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While each side hustle suggestion is initially exciting…
The detail he gives about how to actually achieve it starts to feel a bit overwhelming.
This is a difficult line to tread for YouTubers…
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You need to inspire your audience to take action…
But without giving them so much information that it starts to feel like more trouble than it’s worth.
As Maya Angelou said:
People won't remember the words you said, but they'll remember how you made them feel.
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But without giving them so much information that it starts to feel like more trouble than it’s worth.
As Maya Angelou said:
People won't remember the words you said, but they'll remember how you made them feel.
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