Why Successful YouTubers Fail When Selling
Many creators dominate YouTube, but struggle when it comes to selling products or services. The troubling aspect is that if these successful creators are making mistakes, others might be as well. Building an audience differs significantly from building a business. Many creators spend years chasing views, but struggle to convert that attention into sales. Here are three critical mistakes that creators often make.
The Trust Disconnect: Jake Paul's Financial Freedom Failure
The Problem of Credibility
Jake Paul, with over 20 million subscribers, is a YouTube sensation. In 2020, he launched the "Financial Freedom Movement," charging $20 a month to teach people how to build wealth. However, this venture failed because his audience didn't trust him in this new role.
Brand Mismatch and Audience Perception
Jake Paul built his brand on pranks, controversy, and boxing. Suddenly, he wanted to be a personal finance guru. The disconnect was too large; people perceived him as an entertainer, not a credible authority on finance. Even financial YouTubers mocked his advice. If your audience sees you primarily as an entertainer, they are unlikely to purchase serious products or services from you. Your audience needs to see you as an authority in your specific field before you can successfully sell to them.
Confusing Fans with Customers: Alex Hormozi's Viral Content Dilemma
Vanity Metrics vs. Sales
Alex Hormozi, an eight-figure entrepreneur, understands business growth. However, he experienced a period where his content went viral, but sales stagnated. He realized he was building an audience of fans, not customers.
Content Tailored to Buyers
Hormozi recognized that creating general content wasn't driving sales. For example, those watching a fitness meals video might not be interested in business leads. He shifted his focus from algorithm-driven content to content specifically targeted at potential buyers. His views decreased, but his sales doubled. It’s crucial to remember that views don't pay the bills; customers do. Are you building an audience, or are you building a business?
Product-Market Fit: MKBHD's Wallpaper App Flop
The Importance of Solving a Problem
Marques Brownlee (MKBHD), a respected tech YouTuber, launched a custom wallpaper app. Despite his large and loyal following, the app failed to gain traction.
Understanding Audience Needs
MKBHD's audience comes to him for tech reviews and advice on phones, gadgets, and laptops. While the app was visually appealing, it didn't solve a problem that his audience had. Just because you can sell something doesn't mean people want to buy it. Does your product solve a problem your audience struggles with, or is it just something you want to sell?
Key Takeaways for Creators
If your online offerings aren't selling, you might be making one of these three mistakes:
- Your audience doesn't trust you.
- You're attracting the wrong audience.
- Your product doesn't solve a problem for your target audience.
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