How to Create Content That Leads to Buyers | Ep 983

**Alex Hormozi** (0:00)
What type of content should you make that makes the most money, not necessarily gets the most reach? And so I've hit grand total of 3 billion impressions last year. We gained over 4.5 million subscribers, and we did that making 35,000 pieces of content. And just to give some validity to the Mikey money part, we did over $106 million in sales in a single weekend at my book launch. And a big reason for that was because of the content strategy. And so I want to outline high value, high ROI content strategy, which I think is different than what the vast majority of people are telling you to do. FYI, I'm also going to show you our behind the scenes data of the videos that made the most views, not in public, and more importantly, the videos that made the most money. And guess what? They're not the same. Number one is we have to answer the question, like why do you make content to begin with?
If you are somebody who makes content to sell as a media company, meaning you want to sell sponsorships and things like that, then you indirectly want to get buyers because you're getting buyers for your advertisers who are paying you dollars for ad spots, right? But the vast majority of the time, advertisers don't know how to appropriately price media, and so they basically just go off of audience and views. And so when that's the case, you are incentivized to get as many views as possible because that's the business model. But the vast majority of people who are making content are not trying to build media businesses. They're usually trying to build businesses and use media as a way to get customers. And so if that's you, then pay attention. So number one, I remember when I had my biggest belief broken around this is there was a girl lady who had less than 5,000 or less than 6,000 followers on Instagram. And she was doing over a million dollars a year just from that. And I was like, this is crazy. When I looked at her account, she was getting like 9 likes, 18 likes, 20 likes on a big post. And all she talked about was being a registered dietician and how to bill insurance as a registered dietician. So there's nothing about weight loss, nothing about how to be literally just billing. And it was so niche. I was like, how is this making money? But the thing is, is that I can guarantee you that of the 5,000 or 6,000 people who were following her, almost all of them were registered dieticians who were trying to bill the insurance better. And so I decided to put this to the test. And so I've done two tests on this in my career. One I did, I think, 18 months ago where for one quarter we made more top of funnel stuff. Because the idea was, if we make bigger, broader content, we're going to get more overall people. And then even though it'll be a smaller percentage, it'll be a bigger absolute number of the people in that bigger net that are going to be whales or our customers. And so after doing that quarter, what was really interesting is that we broke all of our views records. And so all the numbers, like all the vanity metrics were going up. The problem was book sales were down, leads were down, portfolio company applications were down. And so all of the metrics that I care about for the business were down, but all of the metrics that other people talk about for media were up. And so I had to make a decision of what kind of creator am I? And for me, I'm about the business. Like that is why I made it, right? That's why I started doing this to begin with, was because it's a great way to build trust with an audience, deliver value, and just overall, just grow.
Now, I then, because I apparently like to learn the same lesson multiple times, decided to do another version of this more recently. So I wanted to show you something really, really cool. And so check this out.
Now, I almost never make content that's not about business in general. And that's just because like I like business, and so that's what I make content about, okay? And it's also where I think I have authority. I don't have authority in other spaces. I don't really talk about Switch. Now, these six videos that you see here are the top most viewed videos over the last quarter. All right, and you can see 1.2, 1 million, 800K, 500K, 500K, 350, okay? So these are the most viewed videos. So what's interesting about these videos is they made no sales.