One of the most important things Dan Kennedy taught me many years ago was the idea of “accurate thinking” in business.
And here’s what I mean by that…
Since last summer, I’ve been toying with the idea of going all-in on Youtube, and making 2-3 videos per week.
Why?
Because I see so much potential to bring new people into the world of copywriting with Youtube.
I see people like Noah Kagan…
Graham Stephan…
And Alex Cattoni crushing on Youtube…
And I feel like if I put in the work, I could have a Youtube channel with 100k+ subscribers.
Which would grow my personal brand…
It would enroll new members in Copy Accelerator…
So there’s a lot of positives that would come from it.
However…
I’m also aware that growing a channel to 100k subscribers is not easy.
It’s not as simple as grabbing an iPhone, recording a video and uploading it to Youtube.
I know there’s more to it.
So instead of diving head first into Youtube without an “accurate” idea of what it will take…
I recently did some consulting calls with Jack Selby (he’s the producer for Graham Stephan who has nearly 4 million subscribers on Youtube).
And during our calls, Jack walked me through their whole Youtube playbook.
He showed me how they come up with video ideas…
What their posting schedule is like…
And all the ins-and-outs of how the Youtube algorithm works.
At the start of the call, I was gung-ho and excited about filming more Youtube videos…
But by the end of the call, my eyes were opened to just how much work this would actually be.
It was not a small thing.
And it would be a huge committment on my part.
Jack mentioned that an average video that Graham creates takes around 25 hours when you factor in writing the script, filming the video and editing it.
And right now he’s putting out 2-3 videos per week.
So that’s a lot of work right there.
And on top of this…
Graham has stuck to his upload schedule of 2-3 videos per week for 5 years straight without missing a day.
Which is insane.
But the Youtube algorithm rewards people who post consistently.
So they stay on schedule no matter what.
Which means they are always filming…
Always researching new video ideas…
And never taking vacations.
It’s a 24/7 job.
Now I know there are other ways to do Youtube…
And I wouldn’t necessarily have to go to all the extremes that Graham does…
But the reality of growing a Youtube channel to 100k+ subscribers is that it’d be a LOT of work.
It would need to be my main focus.
And knowing that, it’s just not something I’m interested in doing.
PLUS, there’s a whole bunch of other variables that I would need to consider like…
– how valuable would 100k subscribers really be? Would it make me an extra million bucks a year? Would it be a lot less? Could I acheive the same ROI by running paid ads?
– how many new people would I need to manage in terms of video editors, project managers etc (I like to keep things lean, so this is a big issue for me)
– do I actually like talking into a camera and filming content? (the answer is not really, I prefer writing, so filming 2-3x a week would probably start to feel like a chore very quickly)
– if my channel blows up and I’m getting recognized everywhere I go, and I’m being asked to take pictures with people, is this something I’ll enjoy (again, the answer is no. I prefer to be more anonymous)
So there’s all kinds of questions to ask…
And this ties back to the lesson that Dan Kennedy taught me about “accurate thinking”.
You need to have an accurate (and realistic) view of what is required to do something.
Otherwise you’ll end up trying a ton of things…
And wasting a bunch of time…
When you could have just focused on the one or two things that you really enjoy (and that actually move the needle for you).
So there ya go…
Make sure you have “accurate thinking” in everything you do.
Your bank account (and your sanity) will thank you.
That’s all I got for ya this morning…
Enjoy your Thursday,
– Justin
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