Why People Don't Buy From Your Content

I'm writing this from 35000ft on my way back from a few days in Austin Texas after meeting with clients, petting zebras, and speaking at a world class event. I haven't been on a stage in many years but it felt so good to actually be in person adding value and and not through a zoom screen. (pics at the bottom)

I got to meet some incredible people, made epic new friends, had the greatest steak of my life (thank you Jason), and haven't laughed that much in years. My face still hurts from smiling. I'm beyond blessed to have had so many friends fly in just to support, hang out and eat bbq with.

Anyway, enough of me blabbing on, I know why you're reading… you want the good stuff, the brand changing, media morphing goodness! OK then, let's go.

Why No One's Buying From Your Content. For this, mainly talking YouTube (the best of all the platforms… all hail YouTube!)

If you're making content and no one's buying, it's because you're making videos for viewers, not buyers. You probably consume YouTube for entertainment but create from that place instead of as a magnet for your ideal avatar.

A simple change of seeing consumers as buyers is the first unlock. Remember, buyers have pain and are looking for answers/solutions. They're not looking for bubblegum, mindset nonsense content.

“But Bo, how do I do it?!”… It's simple… do this:

1. Know Exactly Who You're Buyers Are!

Not “entrepreneurs” or “business people” Be specific as f**k! Use the superpower of empathy to put yourself in their shoes and know every detail about them. Feel their pain and know you're their solution. Does your video offer a solution? If not, delete it.

2. Find the Bottleneck

Most creators stay too high-level, airy fairy. “How to grow.” “How to make money.” “How to get followers” People aren’t googling “how to grow.” (well some are but they have other things to worry about in life)

They’re googling “how to stop getting ghosted on discovery calls” or “why my video retention tanks after 4 seconds.” or “how can I get Henry Cavill to notice me.. “ OK maybe not that last one.

Zoom in. Get surgical. Get specific. Answer their pain.

That’s where trust is built, as you're giving them what they are actually after tactically.

3. Show them the Way… Your Way.

What are they doing now? What’s wrong with it? Why does it suck balls?

When I was speaking this week, I showed some god awful thumbnails, then one slide later, showed them the same people but with God Tier thumbnails and how to do it.

Everyone I work with I tell to Show, Don't Tell. And for this, when a buyer is looking for something, show them your way is THE way. Give them a real, tactical solution they can use today, not today…. As soon as the video ends!

4. TELL THEM WHERE TO BUY

That's written in caps as its astounding how many of you make videos with solutions and give the viewer nothing or tell them where to go to engage with you and give you money! If you don't, this is all just a hobby.

Also, lead with your best stuff, hook them early, don't gatekeep til the end thinking you're so great. Make your free stuff better than everyone else's paid stuff

5. Create a God Tier Thumbnail and Title.

Don’t be clever. Be clear. Make it so obvious what the video is about, a chimp would understand. Make them curious and evoke emotion. As Mr. Beast said, if they don't click, they don't watch.

Odds are you have a team doing all this if reading this, so hire a God Tier thumbnail designer who understands your buyers and get them to create them. They are your make or break. Pay them well.

OK, that's a lot for this week, so read and reread and implement.

Until next week, enjoy these photos of my adventures