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PHASE 1 — The Foundation (KLT)

Goal: Every video serves one job — making the creator Admirable, Likeable, Credible, Trustable. If a video doesn't move someone through those four, it's off the calendar.

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1.1 — The four stages (people buy in this order, no skipping)

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Stage What they think What you earn
1. Admirable "This person is impressive" Attention
2. Likeable "I'd enjoy being around them" Connection
3. Credible "They can get me the result" Belief
4. Trustable "Buying feels safe" The sale

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1.2 — The rule

The #1 failure is jumping straight to Credible (value, proof, frameworks) before anyone admires or likes you. Value from someone they don't care about gets ignored. Build the stages in order.

1.3 — Brand must be in check before the calendar

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PHASE 2 — What We're Achieving

Goal: What we're after, in order. Not views for their own sake.

  1. Trust at depth. 20-30 minutes builds a connection a 30-second reel can't, and that depth is what makes people buy without heavy selling.
  2. Pre-sold leads. A YouTube viewer books already convinced. The content closed them.
  3. Qualified reach. Wide enough to grow, targeted enough that the right people show up.

Mental model: Reels = attention. YouTube = trust. Stories = conversion. A view only counts if it moves someone toward buying. Treat 100 long-form views like 10,000 reel views early on.

Health check: if warm leads never DM "send the link" after bingeing the channel, the trust engine isn't working yet.

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PHASE 3 — The Full Funnel (TOF → MOF → BOF)

Goal: Give every piece of content a funnel stage. The machine moves a stranger from "never heard of you" to "ready to pay."

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Stage Surface Job
SHORT-FORM (TOF) Reels, attention Send qualified strangers to the free course
10HR+ FREE COURSE The binge Pre-sells
LONG-FORM + STORIES (MOF) Trust + proof + nurture Build belief before conversion
BOF CONVERSION DM keyword OR call / VSL Turn trust into a conversation or sale

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3.1 — The stages

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Stage Surfaces Job Builds
TOF Reels + broad YT value Reach qualified strangers, send them to the course Admirable + Likeable
Course 10hr+ free, no opt-in Pre-sell via a binge Likeable + Credible
MOF Course + niche videos + interviews + stories "I like them" → "they can get me results" Credible + Trustable
BOF Stories CTAs, proof, VSL Trust → conversation → sale Trustable

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3.2 — The free course (the accelerator)

Pure value, no opt-in, they just watch. The logic: heavy free value pre-sells better than any gate, and people judge the paid offer by the free one. Lives on a YouTube playlist or free page. Every short-form CTA points to it.

3.3 — The two BOF paths (use both)

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Path How it runs
DM keyword → convo → close CTA → keyword → DM automation → conversation → close/book
Book a call / VSL CTA → VSL page → application → booked call → close

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PHASE 4 — The Video Types

Goal: Run a deliberate mix. Each type builds a different KLT stage and sits at a different funnel position. A channel that only does one type stalls.

4.1 — The types

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Type Builds Funnel What it is
Value / Educational Credible TOF (broad) or MOF (niche) Teaching that solves a real problem
Lifestyle / Personality Likeable TOF → MOF Who you are off the clock; values, habits, BTS
Vision / Inspirational Admirable + Likeable TOF → MOF Where you're headed, the bigger mission
Client Interviews / Proof Credible + Trustable MOF → BOF How you took a client A → B
Authority / "In the room" Admirable + Credible MOF You presenting to a group / at events

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4.2 — Notes per type

4.3 — The mix rule

Reference monthly mix: ~3 value/educational, 1 vision, 1-2 lifestyle, 2+ client interviews. Whatever the mix, confirm it covers all four KLT stages and all three funnel positions.

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PHASE 5 — Packaging (title + thumbnail)

Goal: Earn the click. Packaging decides whether the video gets watched at all, so get it right before the content.

5.1 — Steps

  1. Start from proven demand. Search the topic; confirm multiple high-performers exist with similar titles. Then differentiate the angle.
  2. Write the one-of-one hook. Stack the 3 mechanisms into a claim only this creator can make (result + constraint + background). Show, don't tell.
  3. Title for curiosity + credibility. Imply a system they can take and use, not "look how great I am."
  4. Design the thumbnail. Clean, high-contrast, one clear idea. Test 2-3.

5.2 — The rule

Don't fully copy another creator's packaging. The audience knows who started it, so your effort builds their brand. Borrow the idea, change the surface.

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PHASE 6 — Scripting

Goal: A repeatable hook and body that holds attention and converts.

6.1 — The hook (first 30 seconds, in order)

  1. Open with the one-of-one claim. Show the receipt, don't state a promise.
  2. Give power to the system, not yourself ("not more disciplined, I just have a system").
  3. Preface the value ("cost me $X and N years; you'll have it in 15 minutes").
  4. Tell them the structure ("10 things, least important to the one that changed everything").

6.2 — The body

6.3 — The rule

Intent dictates effort. A TOF video optimizes for views and a clean hook; a MOF video can be dense and "rewatch to get it" because its job is to convert a few perfect-fit viewers.

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