Secret Sauce · Episode 1

Niki and Blake do not make viral videos. They make videos that sell.

I asked Niki why some pages get thousands of comments and almost no customers. Her answer is the most useful thing anyone has said to me this year.

Watch the interview. About 26 minutes. Everything below is the short version.

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The question I asked her

Why do people with big numbers still not make sales?

“Without seeing a video, the first thought that comes to my mind is there hasn’t been a big enough pain point in the video.”

Niki

She almost never teaches.

“It is very rare that I educate. My content is not for educational purposes. Because if it’s for educational purposes, then people are just watching a television show and scrolling by.”

Niki

A video that teaches gives the viewer the whole thing for free, right there in the feed. They got what they came for. They scroll on. Nobody comments.

One word was costing her sales.

She used to say comment this and I will send you the protocol. People wrote back asking what the recipe was. She had never said recipe.

They came for a free thing. So she changed the line.

“Make it very clear in the CTA that you will be reaching out to have a discussion with them. So now they know when I reach out, they’re not gonna be weirded out that I ask them questions.”

Niki

Short videos, and one subject.

Three seconds. If you have not caught someone by then, they are gone. And a shorter video gets rewatched more, which pushes it out to more people.

One lane. If your page is scattered, the algorithm does not know who to show you to. Her example: somebody follows you to learn about blood pressure. The next thing they get is your vacation.

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Then the numbers make sense.

• No social media account at all on January 1st.
• Seven to ten videos a day, for four months.
• Past 250,000 followers in nine months.
• 80% of her videos reach people who do not follow her.
• About 170 customers a month.
• Today, about seven minutes a day. At the start it was five to six hours.

“Nobody cares about me. They’re there for what I can provide for them.”

Niki

Blake has his own page.

Blake is her husband. He was not a social media person and he was not confident.

So Niki gave him her exact videos. He posted them on his own page, to his own audience. An AI answers the people who reply to him.

The same video, posted more than fifty times, still brings 900 comments. Blake runs 50 to 60 customers a month of his own.

That only works because the videos were the right type first.

Blake did not get a better bot than anybody else. He got videos that make the right person put their hand up. After Blake, three new partners did the same thing.

“Build this thing with confidence and consistency.”

Niki

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Our part starts after the comment.

We build the system that answers every one of those people, all day, in your name. It does not work on the wrong traffic. It works very well on the right traffic.

Dilpreet
CloseLeadPro

P.S. The difference between the people winning and the people stuck is almost never the automation. It is the video.