Eric Thayne
speaker
147 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Eric Thayne’s voice in public audio — every appearance, attributed to the second.
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And it takes people through the process, this psychological process of grabbing their attention, getting them interested in what you're saying, giving them some value, building trust with them, and then getting them to actually take action on what you just said. Yeah.
We looked at the stats on your videos. I think it was a four X increase in shares.
on those videos versus your other ones because it's because it again like i said it's this is especially uh good for people who are like you entrepreneurs are trying to get a message out there it's really good at getting that information out there to the right people so it catches the attention of the right people and i think a lot of people look at it and they go like well it didn't get a lot of views um but it's like it's not always about views um i could teach this real quick there's this thing that i teach called the content funnel
Yeah, you love it. So the content funnel is really understanding the three different types of content. And this is really good so you understand like... the flow of a single piece of content is what we just talked about. But let's talk about your overall content strategy. This is the content funnel because there are videos that are designed to go viral, to get a lot of views.
Those videos typically don't produce as many buyers or naturally when you get a million views on a video, I just had a video this weekend that got a million views in like 24 hours, like just completely took off. It's a 2 million views now. But like, it's not like I just, it blew up my business overnight. It got a lot of reach,
but not necessarily like a lot of buyers because there's different parts of the funnel. So you guys know how funnel works, right? So at the top of the funnel, it's really big, right? And that's the reach phase of the funnel is like you want to reach as many people as possible. The middle part of the funnel is the trust phase. This is where you're building value, building trust with people, okay?
And then the bottom of the funnel is conversion. So you're going to reach a lot of people But the percentage of those people who end up buying from you is small. It's a fraction of those people. And so when you have videos like that, you do something funny or something silly or entertaining. Like if I made a video of me chugging a gallon of milk in 30 minutes and then throwing it up.
Like it probably would go viral.
Just kidding. Like probably would go viral, you know, because it's almost like a guarantee that something like that is going to or at least is going to get a lot of views. But what's that doing for my business? Not much, right?
Yeah. So the video that I had go viral this weekend, like it wasn't super related to what I do. It was kind of I designed it to be more of a reach style piece of content. It's just designed to get a ton of views and get a bunch of people noticing you. Now, the next phase is the middle of funnel content.
So what I can do is I can follow up that video with another video that points to it that says like, hey, it was it was a video of my book getting printed. Right. And so it's showing the manufacturing process, which is really interesting. And then, you know, so a bunch of people like, oh, that's super cool. And then moving on.
But I got like, you know, maybe six or 700 followers from it from the two million views. Um, so the next video can be like, I just made this video and it went viral. Here's how I did it. Here's why it went viral and that kind of thing. So it's taking the attention from that video and now narrowing it down into what I do. Okay. My target industry.
So reach style content is designed to speak to everyone. It's, it's not like super hyper focused on what you do. It's designed to like be entertaining or valuable to everyone. That's what allows it to go viral, to get a lot of reach. Okay. But to really make it work for you, you want to take all that attention and narrow it down into your industry.
So your trust style content in the middle of the funnel is really speaking to your industry now, speaking to what you do. So I'm talking to content creators and entrepreneurs and making that happen. And then, of course, your conversion content is talking to your buyers or prospective buyers. Here's what I have. Here's what I do. So that video, as an example, it was a video.
Imagine like the manufacturing line of the book going through it, this machine that prints 20,000 books a day. So it's just flying through. It's really cool. The hook that I put on it was how books are printed, right?
broad appeal anybody could be interested in that anybody like the how it's made style video right where people are just like oh that's cool and they get to see the process so that hook was really important in making that happen now i could have taken the exact same video imagine the exact same video and i put a hook on it that says um here's how to grow your brand with a book OK, very different.
Same video, different hook. That's not going to go as viral. It's not going to get as many views, but it's going to speak more to my target audience. And then imagine the same video again. But it says it says my book is getting printed. Here's where to get one. right? Promotion. That's heavy conversion style. Same video, different hooks, totally different audiences.
And so as a content creator, you want to have a mix of all three types of content. You want to have the funny entertainings. Sometimes it's not funny. Some people are just not funny. That's fine. But it can be like tips and tricks. It can be things that are just meant to just appeal to a lot of people and go viral.
And then you have the stuff that's middle of funnel, more valuable, more teaching people that builds a lot of trust with your audience and they get to know you and they get to understand what you do. And then you want to have conversion content, which is occasionally like, hey, go get this thing or go buy my product or whatever.
Now, the cool thing is if you follow the formula in this book, the framework we talked about, you can actually do all three in one video. And that's where we found the most success with these is you start with a hook that speaks to a broad audience. You narrow their attention into value content. that is related to your industry.
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