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I'm an operator documenting what I've learned building revenue engines over the past decade.

CEO @ MSP Sales Partners. Managing Partner @ Repeatable Revenue. Former PE-backed CEO. Former Managing Director at the U.S. Chamber of Commerce. Spent six years building sales systems for Robin Robins (TMT, sold to PE). Built revenue engines for 100+ service businesses.

I write about what I've learned: how sales systems actually scale, the difference between activity and productivity, why hard choices matter more than hard hours, building a business without burning out.

This isn't guru content. It's lessons from the work... what I got wrong, what finally clicked, patterns I see across businesses, frameworks that actually held up under pressure.

I write for three types of people: Strategists thinking about exits and scale. business owners stuck at a plateau trying to break through. Thinkers who want to build intentional lives, not just businesses.

If you're one of those (or all 3), follow along.

Ray J. Green

"I do have to tell you, Ray, there is a small chance of sudden death."

My cardiologist. 

About a year-and-half-ago following a chance diagnosis of hypertrophic cardiomyopathy (HCM). 

I initially reacted the way you'd expect. 

"WTF am I supposed to do with that?!?!"

And, "Why in the hell is this happening to me?"

After all, I do 2 hours of cardio a day. 

In fact, my last echocardiogram shows I have 'athlete's heart.' My heart has literally grown because I've exercised it so much--in a good way. 

So how do I end up with a heart condition? 

But I had it wrong. This wasn't happening TO me. 
It was happening FOR me. 

That reframe changed how I look at this. Even with a couple ER visits in recent weeks. (Which ended up perfectly fine and just more awareness.) 

And it's reframed how I see every hardship in general. 

I break it all down in 10 min podcast here: https://lnkd.in/e3FKQD-m

CEO @ MSP Sales Partners | Man. Partner @ Repeatable Revenue | Ex-PE Backed CEO | Former U.S. Chamber Man. Director

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6 years ago I started posting on LinkedIn because I actually enjoyed creating content. 

I also had a decent amount experience turning around sales teams & businesses using some unorthodox practices. 

So, I wrote about it. 

And wrote about leaving the C-Suite, moving my family to Cabo, and figuring out how to generate income from a Mexican beach. 

My wife and a couple friends were the only people who liked my posts. Sometimes not even them. 

But I actually enjoyed the process. And I wrote just about every day. It was easy. It was light. It was enjoyable. 

With just 3 or 4 likes per post (I don't have many friends), I even managed to get a couple clients from content. They saw a post, looked at my half-assed "optimized" profile, and hired me to give them advice. 

Shortly after that, creating content became a task. Something I had to do every day to be seen and known. To generate some business. 

Sit down. 
Think of something to write. 
Hammer out a post. 
Make it look pretty with descending lines. 
Post. 
Every day at the same time. 

It started to consume every morning. 

Then I learned that commenting on everyone else's posts helped my posts get more reach. So I'd block time every day to "engage" with people's content. A couple hours a day... on a slow day. 

Then I decided to start "batching" content, sitting down and hammering out 6 or 7 posts in one setting and scheduling them all out in advance. 

Then I started recycling content, taking old stuff, refreshing it, and adding it to a second publishing slot for the day. 

Before long, I was cranking out 21 posts a week and racking up who knows how many hours of commenting. 

For all intents and purposes, I was a machine. 

And that's before AI got added to the mix. 

But along the way, I stopped enjoying the process. 

I managed to systematize the joy out of writing. 

Content was forced. Engagement was forced. 

I wasn't sharing a viewpoint I felt strongly about. I wasn't enjoying the process. I was just "building an audience" and generating leads. 

And to some extent, that's perfectly fine. It's LinkedIn. We're all here to do business in one way or another. Myself included. We all gotta eat. 

But today I made a decision: I'm going to start spending more time doing things I genuinely love doing. And one of those things is writing for the sake of writing. 

Not for leads. Not to check a box. Not at a specific time. Not on a schedule. Not in conjunction with 7 hours of commenting on other people's posts. 

But for the joy of it. 

And hoping it adds value in one way or another to someone else here. Even if it's back to 3 or 4 likes per post. 

This post is the first stab at that. And I'm already enjoying this process a hell of a lot more. 

If you want to follow along, comment "WRITING" to receive my.... kidding. 

You'll never see another handraiser post like that from me again. But that's a post for anther day. Maybe tomorrow. But then again, maybe not. 

See you around.

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OCAS 2.0

It took me 40 months to break $40k/month as an independent consultant. If I started again, I'd do it in a fraction of the time. I created this course - and share it for FREE - to help others do exactly that: https://www.rayjgreen.com/digital-course

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Join my email list for practical advice on sales, strategy, and self-mastery from an operator, not a guru: https://rayjgreen.beehiiv.com 

Chief Executive Officer

Managing Partner

Writer & Podcaster 

Expert In Residence: Sales & Sales Management

When people say, “just stay consistent” or “it’s about volume,” what I hear is: work hard, cross your fingers, and hope you get lucky. 

Just read a post from a popular ghostwriter on how to go viral. His hack? Just have to keep posting. 

Over the weekend watched a YouTube video from a popular business guru on how to find the right growth strategy. Solution? You just have to keep trying new things until it works. 

But if you take this advice literally, and completely, you’re essentially saying “Just keep doing shit until you get lucky.”

And if you’re wired anything like me, that’s not going to fly. Not is it going to be sustainable. 

Volume does matter. Consistency does matter. 

But just like driving to the office everyday doesn’t train you to be an F1 race car driver, volume and consistency aren’t enough. 

It’s intentional volume. Combined with focused reflection and aggressive iteration. 

A critical mass of effort done on purpose. Then regularly reflected on to discern what’s working and what isn’t. And adjusting accordingly. 

Volume without intentionality and iteration is wasted energy. Or lottery ticket-type betting. 

And a good way to burn out.

The thing you're most certain about in your business is probably the exact thing keeping you capped.

Just took my kids to a Museum of Illusions in Utah. Your brain swears things are true that aren't—by design.

Same thing happens in business. 

I've spent a lot of time this past year with founders of $200M businesses. And founders of $2M businesses. 

Biggest difference between them? 

A few simple beliefs. 

I break down what this looks like in a 10 min podcast. 

Tune in to listen here: https://lnkd.in/eCpt5-i7

My inner critic is a loud SOB.

Good workout? 
You could've gone harder. 

Eating okay? 
Could be cleaner. 

Time with your kids? 
Could be more present. 

Productive at work? 
Could've done more.

It never stops.

I used to fight it. Try to quiet it. Tell myself that I should be easier on myself, like everyone says you should.

And you know what happened?

It made things worse.

Because then I had the critic AND a voice criticizing the critic. 

Layering noise on top of noise.

So I stopped fighting.

I realized my inner critic is a feature. Not a bug.

That voice... the one constantly pushing me... is what I credit for jumping literal generations for my family.

Growing up with divorce. Absent father. Broken homes. In a foster home at one point. Not a lot of money. Or formal education. And layers of other challenges. 

Today? Happily married. Two healthy boys who know nothing of that instability. MBA from a top school. Living in Cabo. Traveling the world.

That tough critic that pushed me said "This is not for you. You can do better. You will do better."

And I did.

Here's the nuance though.

I've learned to allow the critic to push my actions. My habits. My standards.

Without allowing it to define my worth.

I can accept that my actions will never be "enough" while also knowing that I am enough as a person.

And that's a big effing difference.

One keeps you sharp. 

The other keeps you whole.

Dropped a podcast expanding on this a bit if you're interested: https://lnkd.in/eAm7GyPn

Most salespeople treat discovery like a podcast interview.

"Tell me about your business. How many users? What's your current setup? Walk me through your IT history."

Like you're only there to gather information and collect facts.

And I promise you it's costing you deals. 

Something that's helped the hundreds of consultative sellers I've coached: 

Discovery isn't information gathering.
It's the first step of a strategic close. 

Run a bad discovery and the rest of the process is going to pay the price. 

Example for IT companies:

Bad discovery: "How many servers do you have?"

Good discovery: "How is IT accelerating your growth or holding it back right now?"

One gets you data. The other gets you business impact—the ammunition you need when you're actually trying to close the deal 3 weeks later.

The same thing happens in assessments.

Example for IT companies: 

You find cracked passwords. You find too many O365 admins. You document the vulnerabilities.

Then you present them like a checklist: "You have X problems."

But the MSPs who close? They explain why that matters: "You have cracked passwords on essential systems. Let me tell you what happened to a company last month when a disgruntled employee knew they were leaving…"

Every step in your process—from first call to final proposal—has one job: move the deal forward.

Not educate. Not inform. Not "let them think about it."

Move. The deal. Forward.

I shared a podcast on this, and why despite the stigma attached to it, it really is Always Be Closing. 

I explain why and how here: https://lnkd.in/e7SVFiVx

I wish there were more 'right' and 'wrong' calls in business. But what I've learned from 20 years of leading teams, divisions, and businesses? 

It's a lot more "good bet vs bad bet' and a lot less 'right decision vs wrong decision.' 

Regardless of whether you're running $500K business or a $500M business, when you're making high level decisions about where the business should go, you're operating with uncertainty. 

You may be 55% sure on some days. 90% sure on a good day. But that's the job description. 

The problem is, I see this crush a lot of founders. 

They go this direction. Then that direction, Start this project. Change to that project. Pick this priority. Then that priority. 

It's exhausting just to watch. 

Even more exhausting to do. I know from experience. 

I recorded a 10 min podcast for any founder or business leader that's felt overwhelmed by uncertainty. And anyone that's let that uncertainty lead to perpetual pivots and indecision. 

You can tun in here: https://lnkd.in/eVNUZDuY

One of the biggest challenges with digital marketing is remembering that the people in your feed aren’t the people buying your stuff. 

(Unless you sell products and services to online creators.) 

I’m guilty of forgetting this myself. 

I scroll here and see a bunch of people using AI in really cool, new ways. 

That gets baked into my head when creating a podcast or YouTube video on AI. 

Then I go to an event and talk to my actual customers and prospects and realize, they’re not using AI in their sales process in some of the simplest ways. 

But it’s not just with AI. It’s with all our messaging. 

We have what’s called “the curse of knowledge.” 

When we forget what it’s like to not know what we know so well. It’s a trap a lot of experts fall into. 

So, reminder (to myself as much as anyone) to spend a little more time creating for the people we want to listen. 

Not other creators.

Years ago I gave my wife terrible business advice.

Not because it didn't work.

But because it did.

She had a custom baby bedding business doing $25K/month on Etsy. Six-month waiting list. Countless 5-star reviews. People literally begging her to make "just one more."

She asked for my input.

I looked at all the indicators and told her what any business advisor would say: "It's time to scale."

She had some resistance. "Yeah, but I love sewing."

But she pushed on.

She hired people. Built systems. Went from spending her days doing what she loved—talking to customers, designing patterns, creating with her hands—to managing quality control and dealing with employee issues.

The advice worked. The business scaled.

And she fucking hated it.

Her initial resistance? That gut instinct she had?

Spot on.

She didn't want to build a business. She wanted to do the thing she loved and get paid well for it. Those are two completely different games.

My advice was biased by what I believed a business should be. Not what her business could be for her.

I see this happen quite a bit. And I'm more aware of it having gone through my wife's experience with her. 

I recorded a podcast breaking down: 

→ Why you should pick advisors carefully (even if you love them)
→ Why product-market pull doesn't mean you should scale
→ How to filter advice so you build the right thing (for you, not for them)

Listen in here: https://lnkd.in/eCtMPwpn

Our 4th graders were begging for cell phones. 

Parents made a pact: rewind the clock & meet 'em halfway. 

No smartphones... 

But they were genuinely thrilled to get these retro beauties instead. 📞✨

You know why so many salespeople waste 10 minutes talking about the weather?

Because they think being liked is the same as being trusted.

It's not.

Here's how I think about it:

If I needed brain surgery, I wouldn't pick the surgeon who makes great small talk.

I'd pick the one who asked questions that prove they've seen my exact condition 50 times before.

Likability gets you in the door. Credibility gets you the deal.

(If you are selling anything of high importance.) 

But there's the psychological trap a lot of reps fall into:

Small talk feels safer. It's comfortable. It doesn't require you to demonstrate expertise or challenge assumptions or risk saying something that might make the prospect uncomfortable.

So you hide behind it.

You talk about dogs and football teams instead of asking the question that might make them think: "Wait, maybe our current IT setup isn't as solid as we thought."

Real rapport is built on confidence, not comfort. 

Confidence that you know their industry. That you've done your homework. That you're not afraid to respectfully push back when they tell you something that's not accurate.

I recorded a podcast breaking down: 

→ Why people confuse likability with trust (and how to fix it)
→ The preparation work that builds real credibility
→ How to show up as an expert, not an order taker

Listen to the whole thing here: https://lnkd.in/eDs2mfSZ

There's a name for what happens in a business when leaders have no spine. 

You know what I'm talking about. When the people responsible for making the tough calls... just don't. 

They ignore underperformance. 
Avoid difficult conversations. 
Procrastinate making hard decisions. 
Or just never make them at all. 

From a business standpoint, it's called 'management debt.' 

'Management debt' compounds just like financial debt. 

It destroys cultures. And it can stunt growth just as much as irresponsible financial debt can. 

I recorded a quick podcast breaking down: 

→ What management debt is (vs. real leadership)

→ The compounding impact it has on companies 

→ How to keep it from accumulating in yours 

Tune in here: https://lnkd.in/eT3aBrt2

We all have beliefs that aren’t true. Every single one of us. 

The question is: How much are those beliefs holding us (or our business) back? 

Last week we took our beach kids on a ski trip to Utah for a few days. 

(“Dad, is that real SNOW?!?!) 

We had an unexpected delay in Salt Lake City and stopped by the Museum of Illusions—which is basically an hour and a half of mind bending experiences. 

It’s display after display of, “How in the hell is that happening?” 

And what it comes down to is your brain creates shortcuts with limited data. It stitches information together in a way that makes sense… but isn’t true. 

Like this picture. 

The tops of both of these boxes are the same size. Hard to see. But they even give you a block to hold over it to confirm. 

It’s harmless in this controlled environment. 

But what if the tops of these boxes represented a critical belief you held about something of importance that was holding you back. 

You know, the belief that: 

— “This business just doesn’t have the potential.”

— “That idea will never work.”

— “I’ve got to have [money, experience, connections, etc]  before I can do that.”

— “I’m too [young, old] to do this.” 

— “That channel doesn’t work anymore.” 

And what if it was just completely… wrong? 

An illusion that was holding you back from a monumental shift and achieving what you wanted. 

I've spent a lot of time this past year with entrepreneurs who've built $50M, $100M, $200M businesses.

I've also spent a lot of time with entrepreneurs who are struggling to get there. 

And the biggest difference I see is their belief systems. 

Founders who struggle to get to the next level typically have a belief that’s holding them back. Something they know to be true… that simply isn’t.  

A common one being that they are more essential to day-to-day operations than they really are. 

The question I’m asking myself today: What am I dead certain is true… that isn’t?

How about you?

I'm on Facebook the other day and see an ad: "Every sales expert is telling you the same lie—you need to build rapport before you sell."

The pitch? Buy my $37 course to learn how to sell without rapport.

If you read on, you'll see this supposed sales expert was making a common mistake: 

Confusing rapport with small talk. 

Rapport = trust & credibility. 

Small talk = likability. 

Talking about the weather. The local football team. The family pictures on the desk.

That might make you likable. But it doesn't make you credible.

And if you're selling anything of real importance to someone, likability only goes so far.

Think of it this way: If you need brain surgery, are you going with the doctor you like most, or the one you trust to get the job done? 

I recorded a podcast breaking down the common misconception. 

In it, I break down:

→ Why small talk doesn't equal rapport (and what does)

→ How to establish credibility in the first 5 minutes

→ The questions that prove you're an expert, not just likable

→ Why rapport is an ongoing process, not a one-time event

Listen now: https://lnkd.in/eDs2mfSZ

We glorify the benefits of entrepreneurship like independence, ownership, optionality. 

But those are the very things that crush entrepreneurs once they get going. 

Having an infinite number of options. 
Virtually no certainty while making huge decisions. 
But owning the outcome entirely. 

It's the freedom people think they want. 

But it drives a lot of entrepreneurs crazy once they get it. 

They can't make decisions. And when they do, the immediately doubt themselves and change directions. 

Which basically makes only one thing certain: they won't move forward.

I watched an entrepreneur change their mind on lead gen strategies 8 times recently. 

And I recorded a 10 min podcast breaking down why this happens (from experience). And how we can flip the script on uncertainty. 

Listen in here: https://lnkd.in/eujidhhV

The MSP owner on the phone with me sounded defeated.

His sales rep had just spent three weeks and 20+ hours on what looked like a perfect fit.

Discovery had uncovered real pain points. The assessment was thorough. The proposal meeting went well—good questions, engagement, positive energy.

Then... nothing.

Not a “no thanks.”
Not a “we’re going with someone else.”
Not even a “we need more time.”

Just complete radio silence after weeks of investment.

“This keeps happening,” he told me. “How do we stop bleeding time on deals that were never going to close?”

This was my response:

Open article: Stop Chasing Dead Deals: How to Read Your MSP Prospects Before They Ghost You by mspsuccess.com

Stop Chasing Dead Deals: How to Read Your MSP Prospects Before They Ghost You

We'll add an extra $10-20k MRR to your online coaching business through our DFY Youtube funnel in 90 days (or you don't pay)| Building My Own Youtube Channel (70k+ views) | Book a Free Call With Me Below👇

Every coach, agency owner, and SaaS founder wants the same things:

→ Be recognized as the go-to expert in your niche
→ Generate qualified prospects predictably, who are ready to buy
→ Scale your business with ease

What if I told you YouTube can give you exactly that?

OUR STRATEGY:

→ We create a content strategy and come up with video ideas that attract your exact buyers
→ We give you scripts, you just record for 2-3 hours per month
→ We handle the editing, thumbnails, SEO, publishing and setting up the funnel
→ You generate a consistent flow of leads, booked calls, clients and revenue from the videos directly

RESULTS:

→ Sam: $66,000 in new revenue from YouTube (2.3k subscribers)
→ Nicolas: Grew from 2K to 13k+ subscribers, now gets premium corporate deals
→ James: $28k in qualified opportunities from our first video
→ Josh: 7 high ticket clients signed in the first 4 months

WHO WE HELP:

✅ Coaches & Agency Owners - Get high-ticket clients on autopilot
✅ SaaS Companies - Drive qualified signups and reduce customer acquisition costs

THE NEXT STEP:

Book a call with me and we'll see if you're the right fit for our service! ⬇️

https://ks-media.co/

Samu Kovács

I'm HIRING A YOUTUBE SCRIPTWRITER! 🚨 

Pay: $3k/mo

Position: part-time

We have over 30 clients and you'll get a behind-the-scenes look into all of our operations, client strategy and systems.

Application link in the comments below 👇 

(And in case you know anyone, I pay $$$ for referrals)

We Create YouTube Videos That Grow Your MRR While Positioning You as the #1 Authority in Your Market | Actively Running 30+ B2B YouTube Channels | Book a Call Below👇

4 months ago, Adam Robinson was getting 200-500 views on his YouTube videos.

Today, he gets 3k-20k+ views per video, signing up dozens of new users for RB2B.

Here’s the full journey of how we helped him to this:


START

My long-time client, Sam Dunning, was doing SEO for Adam.

When he heard that Adam was looking to scale his YouTube, he connected us.

I saw a huge opportunity in this because of how big of a personal brand Adam had already built on LinkedIn, and how untapped the SaaS space was on YouTube, without many big players.

So I laid out the plan, Adam liked it, and we got to work.

The idea was:

Targeting SaaS founders on YouTube and making him the #1 channel in that space.


MONTH 1

We started writing the scripts for the first videos.

For that, we used all of his already existing LinkedIn posts, newsletters and podcasts.

This way, we were able to write scripts that needed minimal to no edits from him.

He only had to spend around 30 minutes recording each video, and we handled the rest:

- Editing
- Thumbnails
- SEO
- Scheduling
Etc.

The first couple of videos we uploaded got 10x the views his previous videos were getting.

We also leaned into pushing them out to his LinkedIn audience.

And the feedback was great.


MONTH 2

We had 4 videos under our belt up until this point.

And we wanted to keep the momentum.

So we just stuck to our original plan.

We got our first videos hitting 3k+ views.

And the signups from the channel became consistent.


MONTH 3

We were constantly analyzing which topics performed best.

At this point, we had 3 clear winners:

1. General SaaS growth videos 
E.g. How to Grow Your SaaS From $0 to $10M ARR (1+ Hour FREE COURSE)

2. Outbound videos
E.g. This Cold Email Strategy Makes $160k/mo for My SaaS (Copy This)

3. LinkedIn growth videos
E.g. How I Grew My LinkedIn From 0 to 140k Followers in 2 Years


MONTH 4

All of our videos kept getting more traction.

That's the great thing about YouTube...

If you do it the right way, your videos become evergreen.

That means they continue to bring in eyeballs and leads for years.

That's why YouTube snowballs so fast once you upload consistently for months. (With the right strategy)


It's been a great journey so far, and I can't wait to see where we will be with Adam Robinson in a couple of months from now!

Taylor Haren made $28,000 from his YouTube channel in 28 days.

That's after he wasted $25,000 on 3 different YouTube agencies.

He came to me 2 months ago, saying:
"I don't have the time or the expertise for YouTube, but I want to do it."

And because he knew that we already did this successfully for Adam Robinson, he trusted us.

With just our first upload, we got 10x the views he was getting on his videos before.

After 28 days, Taylor said "You paid for yourself 10x already."

And today, his Youtube drives the same website traffic as his LinkedIn with 18k followers.

So how did we do this?

Well, I could give all the credit to ourselves, but I wouldn't be honest.

Taylor is literally one of (if not) the best cold email marketers today.

This allows us to share stuff that no one else can.

And when we pair that with top-notch strategy, ideation, scripting, editing, thumbnails, YT SEO, which is all done by us...

Then YouTube prints $$$.

But of course, this isn't that simple.

So I just made a video breaking down exactly what we did:

---> What the 3 previous YT agencies got completely wrong

---> The exact strategy we used to scale Taylor this fast

---> How we turned his existing LinkedIn content into YouTube scripts that needed minimal (sometimes zero) edits

---> How YouTube is outperforming his LinkedIn at 1/20th the audience size

Check it out here: https://lnkd.in/d5Suuth7

-----

Grab a free YouTube Strategy call here: https://lnkd.in/dtt35pvr

I have 32 clients in my agency.

And I only had 1 single client churn in the entire year of 2025.

This is unheard of in the agency space.

But just a year before, in 2024, I had a HUGE churn problem.

So what did I do to fix it?

Let me rewind to 2024.

At that time, there were months where I was gaining 3 clients, but also losing 3 clients.

That was bad. And I was pissed.

It felt terrible that I was putting in all this effort to land those clients, and they just left the next month.

But I knew it was my fault, so I needed to figure out the solution.

I decided to make 2 major changes:

1. Shift my ICP entirely and focus on established businesses above 7 figures.

2. Absolutely obsess over client experience and results.


Because of the 1st change in targeting, I started to stack clients that already have a very profitable business.

That meant that I had a much easier time getting them results.

And they also had a much better mindset when it comes to marketing and content, which is what my service is.


Because of obsessing over the client experience (communication, quality of work, results), leaving my agency became a lot harder.

Why would you ever stop working with someone who does great work and cares as much about your business as you do, right?


This laid the foundation for everything that happened in 2025:

-Referrals became my #1 client source

-Landed clients like Adam Robinson and Taylor Haren just off of word of mouth

-Got to 30+ clients with 1 single churn that whole year


So my advice to anyone who's running a service business (or any business, really):

Focus on your product before anything else.

In the long run, that's the only thing that matters.

For every 4 months you lock in and work hard…

You need 3 weeks of travel and chill.

I’ve been experimenting with this for the past 3 years.

I’ve tried:

- Traveling all over the place and working at the same time

- Locking myself in my room at home and doing nothing but work for months

What I’ve found is neither of these are sustainable.

You’ll simply not do your best work if you’re moving around and don’t have a set place.

You need a routine.

BUT

You also can’t do that forever.

I found that after about 3-4 months of these intense work periods, you’ll start burning out and your quality of work drops.

It becomes a downward spiral.

And the worst part is, it’s very hard to notice it.

What I’ve found is best to do in these situations is catching it early and changing your environment.

For example, at the end of August 2025, I came back from my summer vacations and was ready to lock in.

And I did.

For 4 months straight, all I did was work.

And I 4x’d the business, so it was great.

But at the end of it, I started to feel that downward spiral and I knew I needed to make a change.

So I booked a flight to Bali with 2 other entrepreneurs.

I’m on the plane as I’m writing this, and I can already feel the energy that this trip is giving me.

Now I feel how stuck I was at home, but back there, I felt normal.

So if you’re an entrepreneur, make sure you keep an eye on this.

Should B2B companies do short-form content?

(My honest take after creating content for 40+ clients)

We repurpose long-form videos into shorts for many of the B2B and SaaS companies we work with.

But here's what I've noticed:

90% of the results come from the long-form content.

Not from the shorts.

The reason:

Long-form video lets you go deep.

You can educate for 15-20 minutes.

You can build real trust.

You can actually convert viewers into leads.

Shorts can't do any of that.

30 seconds just isn't enough.

Now, does that mean shorts are useless?

Not exactly.

Repurposing into LinkedIn video clips makes sense.

Your audience is already there.

They already follow you.

Mixing short-form video into your content can lead to more engagement and more conversions.

You might as well do it if you're already creating long-form YouTube videos. 

But what about Instagram Reels, TikToks and YouTube Shorts for B2B?

I'd skip it.

Your ideal clients aren't scrolling TikTok looking for a SaaS solution or a B2B service.

So my advice:

Double down on long-form content.

Then repurpose for LinkedIn.

------

Check out this full breakdown on how to generate B2B leads from YouTube: https://lnkd.in/dd6uSChY

I've helped 40+ B2B companies scale with YouTube.

And here's what I've learned: Subscriber count means nothing.

"We need to hit 10k subscribers first" -wrong.

"More views equals more revenue" -nope.

"YouTube is just for brand awareness" -not at all.

I've seen channels with hundreds of thousands of subscribers generate zero leads.

While channels with 2-3k subscribers are generating 6+ figures from YouTube alone.

The difference? They have a proper conversion strategy.

Most B2B companies treat YouTube like a video storage platform.

They upload random videos and hope something happens.

So I just made a video breaking down the exact system we use with our clients to turn YouTube viewers into signups, booked calls, and paying customers.

In this video, I cover:

- How to target the right viewers (that actually convert)
- The best way to implement CTAs into your videos
- How to track YouTube leads properly

Watch the full video here: https://lnkd.in/d5E_3hmK

He ranks #1 on YouTube for his niche.

Here's how we did it...

My client, Nicolas Boucher, is the leader of the "AI for finance" space on LinkedIn.

But he had no YouTube presence when we started working together a year ago.

Today, when you search "AI for finance" his videos come up as the 1st and even the 2nd result. (see below)

He's absolutely DOMINATING the space.

So what did we do?


1. Giving away everything

Our goal was to create the most valuable videos on YouTube for finance professionals who want to use AI.

The key to doing that was giving away EVERYTHING in each video and holding nothing back.


2. Being up-to-date

Whenever there's a new tool or big update, we make a video about it.

It's important to be fast, especially in the AI space.

Combine this with the value we provide in each video, and it's easy to see why Nicolas' channel became the #1 resource to learn about AI use cases for finance.

He's giving the fastest updates with the most useful information.


3. Nailing the fundamentals

You can provide the most value, but if you don't nail all the fundamentals of Youtube, you won't see results from your videos.

For Nicolas, we make sure:

-Titles have the necessary keywords and are structured in a way that they can rank in YouTube search

-Thumbnails are designed to get the highest CTR

-Videos are edited in a way that keeps people watching and illustrates what Nicolas is teaching

-Videos are SEO optimized (description and tags)


This is exactly how we helped Nicolas Boucher dominate his niche on YouTube, grow from 2k to 20k subscribers and generate 500k+ views.

Business is constant fires.

The moment you think you're good, something breaks.

The last 4 months have been a battle.

My business grew 4x.

But with that came a lot of chaos.

I had to hire, build systems, manage the clients, keep up sales, and make sure we were scaling without any obstacles.

But at the beginning of this year, things have settled.

Finally, I had the right people in place, I built the systems, and after 3 months of pure grind, I felt stability again.

But of course, it wouldn't last long :)

Last week, one person on the team suddenly quit.

This instantly gave me +2 hours of work I have to do each day.

So now I'm back in chaos mode again.

Just trying to do my best to solve this problem and go to the next one.

But I'm starting to think that as long as I'm an entrepreneur, I won't get peace lol.

I don't mind it though.

If I can keep my progress up and work on solving bigger and bigger problems, that's what it's all about.

Most people never start YouTube because they think they need a $5k camera setup.

But that's completely wrong.

I've helped dozens of business owners launch YouTube channels from scratch.

And many of them use a setup that costs less than $200.

But of course, if you have a bit more money to spend, you need to actually know what to buy.

And also make sure that you're not wasting your money.

So I just made a video breaking down exactly what you need to start recording YouTube videos:

- The budget setup that costs under $200 and still looks great

- The higher end option if you have $1k+ to spend

Watch the full video here: https://lnkd.in/d3VNRZ7Y

LinkedIn is now dominated by AI slop. SEO is getting crushed by AI. 

But there's one platform that's wide open for B2B. 

Youtube.

The problem is most companies do it completely wrong.

They upload random podcasts without any strategy.

Post just product demos.

And treat YouTube like a video storage platform.

Then wonder why it doesn't generate any leads.

Meanwhile, the B2B companies crushing it on YouTube and adding $100k-$1M+ to their ARR do something completely different.

So I just made a video breaking down the whole strategy:

-The 3 types of videos you need to be creating (and the purpose of each)

-How to turn views into actual pipeline with the right CTAs

-The tracking system that shows you exactly which videos are driving leads

-How to 2X your results by distributing videos the right way

And a lot more...

Watch the full video here: https://lnkd.in/dZQRRXp3

95% of SaaS companies use YouTube wrong.

Here’s how:

They usually have an in-house content or marketing team that handles all of their socials.

But the problem is, these in-house teams have no YouTube specific knowledge.

So what they do is try winging it:

- Creating ugly thumbnails in Canva

- Coming up with random video ideas without validating demand

- Using YouTube as a video storage platform where they upload demos, podcasts, talking heads, etc

And then, they wonder why they’re getting 47 views per video and 0 leads.

Here’s the truth: YouTube is the most complex platform of all.

If you want to make it work, you need to nail:

- The video ideas
- The thumbnails
- The hooks
- The video structure
- The editing
- The SEO
Etc.

You see why this is impossible to do with an “ordinary marketing team”?

If you’re serious about turning YouTube into one of your top lead gen channels, you have 2 options.

1. Hire an in-house YouTube team

2. Work with a YouTube agency

The top channels you see in the business space did the same.

Hormozi started with an agency and then built his own YouTube team.

Instantly.ai scaled their whole YouTube channel using an agency.

So stop expecting you’ll crack YouTube by having your swiss army knife marketing team handle it.

The best software for recording YouTube videos...

I've tested dozens of options.

And I'm a big fan of Riverside.

Here's why:

- It records in full quality locally (if you configure it right).

- You can manage everything from your computer.

- You can share your screen for any part of the video. (and it will output separate files)

But if you don't need screenshare, you don't even need Riverside.

Just record directly to your camera's SD card.

Or use your phone if that's what you're working with.

No need to overcomplicate your recording setup.

Your goal should be to make recording as easy and low-friction for yourself as possible.

B2B sales cycles are famously long.

(Here's how to cut yours in half)

Most deals drag on for weeks or months.

Endless follow-ups.

Multiple calls.

Proposals sitting in inboxes.

But why?

It comes down to 2 things:

1. Lack of trust.

2. Lack of understanding.

Your prospect doesn't fully trust you yet.

And they don't fully understand how you can help them.

So they hesitate. They ask more questions. They "need to think about it."

Every extra call is just them trying to fill those gaps.

Here's the fix:

Long-form YouTube videos.

A single 10-20 minute video can do what 5 sales calls can't.

It shows your expertise in depth.

It explains your process clearly.

It lets them see you, hear you, and judge if you're legit.

By the time they book a demo, they already trust you.

They already understand what you/your company do.

The sales process becomes a formality, instead of an uphill battle.

So don't handicap your business and start creating YouTube videos as soon as you can.

You will only regret not starting it earlier :)

(Btw, below is some surfing in Bali)

Getting views on YouTube is only half the battle.

Views don't pay the bills - leads do.

Here's how to actually convert viewers into pipeline:


1. Target the right people.

If you're getting views from the wrong audience, your conversions will be terrible.

So be specific about who your content is for.

You need to speak to your ICP's pain points and desires.


2. Use two call-to-actions in every video.

First CTA at the 33% mark.

Soft and casual: "By the way, if you want us to handle this for you, click below."

Then move on.

Second CTA at the end.

This one should be direct and longer.

You should position your offer as the next logical step.

"I've explained how to [topic of the video]. But to actually [achieve desired outcome], click the link below to [take specific action]."

These 2 CTAs catch viewers in different parts of their journey.

Some are ready early.

Some need the full video.

This is how you actually generate leads from YouTube.

Most B2B YouTube channels fail because they upload too much

(This sounds counterintuitive but hear me out)

I've worked with 30+ B2B businesses on YouTube.

There's a common theme between the channels that don't grow:

--> They overclutter the channel by uploading podcasts, demos, testimonials, and educational videos all in one place

The channels that win?

They only upload 4 to 8 videos per month. That's it.

They focus on finding the format their ICP resonates with, and then doubling down on that.

They put all their effort into planning the idea, packaging, structure, value, etc. for those 4-8 videos.

Because YouTube is not TikTok.

It's not a volume platform.

It's a quality over quantity platform.

When you chase volume, you can't:

- Nail the video ideas
- Come up with the perfect packaging
- Put enough value inside the video

And YouTube notices.

Look at channels like Alex Hormozi or Instantly.ai

Look at any B2B brand crushing it on YouTube for that matter.

None of them are posting daily.

They plan 4-8 videos per month.

And they nail every single one.

I've yet to see a single B2B YouTube channel succeed by focusing on volume.

Not one.

Hot take:

Companies that have an audience and are not on YouTube are stupid.

You're already creating content.

You already have a following.

By simply turning that content into long-form YouTube videos, you'd unlock so much:

- You'd capture all of your ICP hanging out on YouTube (2nd largest search engine)

- You'd build assets that shorten sales cycles across all your other marketing channels

- You'd build a moat that competitors can't replicate


But no, you would rather just push out more LinkedIn posts or invest in blog articles.

Why?? 😫

This is the ONE question that determines how successful you'll be:

How long can you delay gratification for? 

Doing the hard thing now.

Getting the reward later.

I've seen this throughout my entire life. 

Working 8-12+ hour days for 3.5 years
-->Scaling to a 7-figure run rate

Eating 100% clean and training 10+ hours a week
-->Getting a good physique

Listening to Spanish videos for 60 minutes a day for 2 years
-->Learning Spanish

And it's all compounding. 

The more consistent you are, and the longer you do the uncomfortable actions, the bigger the reward gets at the end of the tunnel. 

It's like compound interest. 

It starts off slow, but if you just give it time, it starts growing exponentially.

That's how certain people build insane leverage in their lives and achieve things that other people can't even dream of...

And that's also how some people just go down in a spiral and destroy their lives. 

They just do the complete opposite:

Making decisions based on what feels better today, which slowly chips away from their future.

This is the concept that I wish everyone would understand.

It's crazy how different life can be if you just operate with this mentality for long enough.

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The Battle

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