Creative Strategist & YouTube Strategist | Helping 7-9 Figure education brands go viral on YouTube | 13M+ Long Form Views
My Free Ideation Playbook 👇
Joined October 2023
- Tweets1.5K
- Following355
- Followers784
- Likes4.3K
20 years old: In college learning how to be a football coach. Wasn’t for me and went to learn more about business and doing my own thing.
21 years old: Studying business in college, working in Tesco, and took my first copywriting course.
21 (and a half) years old: Landed my first creative strategy role with an agency, still working in Tesco, studying business at university
22 years old: Finally quit my job in Tesco, graduated from university, and started working with an email agency for DTC brands generating over $1M for clients.
22 (and a half) years old: Left the direct response world to learn organic content and YouTube strategy, writing long-form scripts and creating viral videos.
23 years old: 6M+ long-form views and working with some of the biggest education brands in the space later… I’m now working with my dream client and an amazing team doing YouTube and writing copy.
***
One of my mentors said something to me the other day that I'm living by now:
“You need to learn to love the JOURNEY. Whatever happens, in business or personally.”
And I can safely say that I’ve loved the journey so far.
“Fame is the most efficient business model” - Sharran Srivatsaa
jake paul just launched a new youtube channel for his info offer.
he understands his audience won't pay him thousands of dollars from watching a few tiktoks. they need 20 minutes of value from a youtube video.
so if the guy with the biggest reach on the internet went to youtube to sell, why won't you?
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YouTube intro hack: Start building a swipe file of viral intros today.
I probably have over 100 intros in my swipe file that I’ll go back to for three things (that are NOT swiping):
1/ The angle: did they approach the video with a fear frame, a dream state frame, etc.
2/ The structure: what is the order of the elements they use? Do they validate the click in the first line? Do they use any curiosity? Do they make any promises?
3/ The length: Is it 20-30 seconds before they get into the video, or are they delaying the payoff until 60 seconds?
For example, this is a viral intro I transcribed from the general education market:
“Do you know what Google, Starbucks, and TikTok have in common? None of them had an original idea. [Rhetorical question with proof stack]
The truth is, you don't need an original idea to be creative or to win. [Belief reversal]
And through thousands of hours studying what makes brands win, I have learned that creativity doesn't really matter. [Proof through first-hand experience]
You just need to know how to stand out. [Mini payoff]
So, these are the four strategies that you can use to stop chasing original ideas and finally start winning.” [Promise and benefit]
If we wanted to use this in wealth…
“Do you know what Peter Thiel, Elon Musk, and Jeff Bezos all have in common? They don’t build wealth by picking stocks. [Rhetorical question with proof stack]
They all have this one boring thing they use to build wealth instead… [Open loop/teasing the mechanism]
They use systems. [Mini payoff]
I reverse-engineered the exact systems they used after studying them obsessively for the past 3 months. [Proof through first-hand experience]
And I've turned it into a 3-part investing system you can use straight after this video that could make you rich. [Promise and outcome].”
Obviously, don’t swipe it word-for-word because then you miss the lesson of WHY it worked.
But you can take the structure and use it for yourself.
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Kyle | Copywriter & Strategist @ Acquisition(.)com retweeted
My exact 3-part system that helps me come up with outlier YouTube ideas:
Outliers might just be the most misunderstood thing in content strategy today.
Everywhere we turn, there’s some fancy new concept that’s been farted out and reskinned that tells you how to create outliers.
Which is why I’m going to slingshot all these dumb concepts into orbit and give you a simple mental model you can use today to create outliers:
1/ Iterate
Iteration is where you take one of your outliers (or from other channels in your market) and you repackage the big idea in a different way.
“What Creatine Actually Does to Your Body” (748K views) → iterate with a different format → “I Megadosed Creatine For 90 Days, Here’s What Happened.”
2/ Fuse
With fusion, we’re combining different elements from 2 or more outliers to make a new video concept.
This could be:
*Thumbnail elements
*Titles
*Intros
*Scripts
*The core ideas
Anything that is high leverage in a video you can smash together into a new concept.
For example, let’s say we’re in health and we see these 3 outliers:
1/ “7 Healthy Habits In Japan (4.3M views)”
2/ “The Exact 6 Nutrients That Fixed My Hair Loss (2M views)”
3/ “The Gut Health Trick I Wish I Knew 10 Years Ago (860K views)”
Now let’s start fusing some elements together:
I’m going to take the [Japanese] proof element from title one.
Next, I’m going to take the problem of [hair loss] from title 2.
And finally, I’m going to take the [Trick] mechanism from title 3 to move this up to a level 3-4 sophistication video.
Now if we fuse all 3 concepts together…
“The Japanese Hair Loss Trick I Wish I Knew 20 Years Ago”
3/ Innovate
Innovation is coming up with an outlier idea from scratch that the market has never seen or heard before.
This is the hardest part of the system to use and can also have the highest upside when done well.
So here are a few sources I like to use for innovation:
→ Burner accounts on other social media platforms in my niche
→ Looking at new/old studies around outlier topics (and potential outlier topics)
→ Asking AI for unique mechanism problems and solutions
→ Ideas from inside the brand using unfair advantages
Let’s do an example for @simonsquibb in the business niche.
We’re going to take his unique proof element of founding 19 businesses to innovate a video concept that only HE could create.
“After Building 19 Businesses, THIS Is My Exact Playbook:”
And then the thumbnail text could be “BORING IS BEST” or something along those lines.
Perfecto.
Now you have my (hopefully) simple framework to help you create your own outlier ideas.
Kyle | Copywriter & Strategist @ Acquisition(.)com retweeted
With all the AI slop out there, the 80/20 when I’m working with my clients and (writing for myself) is focusing on personal beliefs and values.
This is the stuff that AI can't replicate. Dig them out and post them everywhere.
Long hanging fruit for you:
- Pinned comment with link to CTA. I would go back and do this on every single video tonight
- Soft CTA for lead magnet 30% of the way through video and hard CTA 75% of the way
- There’s 3 links in the bio right now I would choose the most relevant one for the video then have a secondary, so whatever the soft CTA is then maybe Kleo as the secondary (depending on if your audience is B2C or B2B)
who's the best youtube consultant here for lead gen from content? I need someone to look at my youtube vids and tell me what's missing
we're doing 2 cta's per video on the video
2x videos a week one of them being more specific to business owners i.e break downs on zoom w clients
got links in description to different offers per video
we're posting in the community
feel like we're doing everything but somehow haven't unlocked
tyyy
With all the AI slop out there, the 80/20 when I’m working with my clients and (writing for myself) is focusing on personal beliefs and values.
This is the stuff that AI can't replicate. Dig them out and post them everywhere.
My exact 3-part system that helps me come up with outlier YouTube ideas:
Outliers might just be the most misunderstood thing in content strategy today.
Everywhere we turn, there’s some fancy new concept that’s been farted out and reskinned that tells you how to create outliers.
Which is why I’m going to slingshot all these dumb concepts into orbit and give you a simple mental model you can use today to create outliers:
1/ Iterate
Iteration is where you take one of your outliers (or from other channels in your market) and you repackage the big idea in a different way.
“What Creatine Actually Does to Your Body” (748K views) → iterate with a different format → “I Megadosed Creatine For 90 Days, Here’s What Happened.”
2/ Fuse
With fusion, we’re combining different elements from 2 or more outliers to make a new video concept.
This could be:
*Thumbnail elements
*Titles
*Intros
*Scripts
*The core ideas
Anything that is high leverage in a video you can smash together into a new concept.
For example, let’s say we’re in health and we see these 3 outliers:
1/ “7 Healthy Habits In Japan (4.3M views)”
2/ “The Exact 6 Nutrients That Fixed My Hair Loss (2M views)”
3/ “The Gut Health Trick I Wish I Knew 10 Years Ago (860K views)”
Now let’s start fusing some elements together:
I’m going to take the [Japanese] proof element from title one.
Next, I’m going to take the problem of [hair loss] from title 2.
And finally, I’m going to take the [Trick] mechanism from title 3 to move this up to a level 3-4 sophistication video.
Now if we fuse all 3 concepts together…
“The Japanese Hair Loss Trick I Wish I Knew 20 Years Ago”
3/ Innovate
Innovation is coming up with an outlier idea from scratch that the market has never seen or heard before.
This is the hardest part of the system to use and can also have the highest upside when done well.
So here are a few sources I like to use for innovation:
→ Burner accounts on other social media platforms in my niche
→ Looking at new/old studies around outlier topics (and potential outlier topics)
→ Asking AI for unique mechanism problems and solutions
→ Ideas from inside the brand using unfair advantages
Let’s do an example for @simonsquibb in the business niche.
We’re going to take his unique proof element of founding 19 businesses to innovate a video concept that only HE could create.
“After Building 19 Businesses, THIS Is My Exact Playbook:”
And then the thumbnail text could be “BORING IS BEST” or something along those lines.
Perfecto.
Now you have my (hopefully) simple framework to help you create your own outlier ideas.
Kyle | Copywriter & Strategist @ Acquisition(.)com retweeted
I'll do a deeper breakdown of this soon, but this video is the perfect example of moving a video from level 2 market sophistication to level 3.
"Samurai Lessons" just became the unique mechanism.
The video idea and title had been beaten to death before this.
I'll do a deeper breakdown of this soon, but this video is the perfect example of moving a video from level 2 market sophistication to level 3.
"Samurai Lessons" just became the unique mechanism.
The video idea and title had been beaten to death before this.
Kyle | Copywriter & Strategist @ Acquisition(.)com retweeted
Most of the writing you see today is literally Claude talking to Claude about Claude’s post.
Actually learning how to write copy for yourself and your clients is the MOAT.
Most of the writing you see today is literally Claude talking to Claude about Claude’s post.
Actually learning how to write copy for yourself and your clients is the MOAT.
Kyle | Copywriter & Strategist @ Acquisition(.)com retweeted
A pattern I've noticed: Most channels that are struggling don't have a volume problem... they have a strategy problem. If you apply volume to a shitty strategy, you get a bigger pile of shit.
They need a new map, not a faster boat.
Day 30 of #Publish30.
A pattern I've noticed: Most channels that are struggling don't have a volume problem... they have a strategy problem. If you apply volume to a shitty strategy, you get a bigger pile of shit.
They need a new map, not a faster boat.
Day 30 of #Publish30.
Kyle | Copywriter & Strategist @ Acquisition(.)com retweeted
If I was building a YouTube strategy for ANY education channel from scratch, this is exactly what I would do:
1/ Start with the END in mind
What is the channel's end game? Is it to build authority in their niche, or sell their products out the gate?
Jays a legend amazing opportunity
I'm hiring the first Founding Head Copywriter at Revenue Media Lab.
We run a done-for-you fractional content department on X and LinkedIn for venture-backed founders and CEOs. We're going after the biggest and best in the game. Now we need our first writer.
This is a founding seat. You'll be hire #1 on the writing team, and you'll be in the weeds, hands on, working directly with me on every account.
You will never have more access to how I think and how I write than in this role. We’ll build a world-class copywriter training program together.
This is not for the weak or lazy. Who this is for:
• You are obsessed with copywriting and content. You study feeds, hooks, and angles for fun.
• You’ve written for founders or B2B brands before and can show at least 3 live examples of posts that performed and explain why they worked.
• You’re tapped into what’s working on X and LinkedIn right now and know how to write X Articles and long-form LinkedIn posts that actually get read.
• You are AI-native and use AI as a power tool without it sounding like AI slop.
• You can take blunt feedback without getting defensive and implement it fast.
• You care more about becoming one of the best B2B founder writers in the world than about building your own “creator empire” right now.
If you're looking for something chill, this isn't it. If you want to work harder than you ever have and join a rocketship company, this is it.
Application link below. Don't apply if you're not a winner.
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If I was building a YouTube strategy for ANY education channel from scratch, this is exactly what I would do:
1/ Start with the END in mind
What is the channel's end game? Is it to build authority in their niche, or sell their products out the gate?
7/ Competitor packaging
→ What visual elements do they use on thumbnails
→ What title formats do they keep going back to
→ What intro formulas do they rinse and repeat
And is there any opportunity to differentiate with the new channel?
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8/ Core content pillars
Define what core topics the channel will talk about to strengthen their positioning and authority over the market.
These content pillars are in rotation to avoid viewer fatigue.
Day 29 of #Publish30.
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