This isn’t exactly a short and sweet email, but it is short and blunt.

It’s late and I’m tired, so this is what you get.

Listen:

You don’t have to “create endless content” to win in digital business.

You do have to accomplish 3 goals.

Most people don’t understand that.

Too much nuance.

They hear Gary Vee talking about content and assume that’s the whole game.

So they either:

And if they’re doing either of those REALLY WELL (unlikely), all they’re doing is getting a lot of attention.

Attention is fine, but it’s fleeting.

Ask anyone who has gone viral and been forgotten the next day.

That sh*t stings.

It’s no wonder people give up on the content side so fast.

Not predictable.

Not reliable.

Not consistent.

What you need instead is a way to turn every ounce of attention you get into trust.

Which is better?

The second one is a result of building trust.

When you build trust, sales come easy.

When you build trust, the pressure of making more and more content goes away.

When you do that, your online attention compounds instead of going up and down.

That’s why I keep banging on about YouTube.

No better way to build trust.

Not in the post AI-slop world.

When you do YouTube right, you aren’t making content. You’re making assets.

And no.

You don’t need expensive Hollywood tools.

In fact, it’s probably better if you DON’T have them these days.

Final word:

Just over 36 hours to enroll in my new workshop: Rich With YouTube.

We go live tomorrow at 5:00 EST.

At 5:01, we close the doors.

No latecomers allowed.

Talk soon,

-Tim