Quick question: who’s your ideal viewer?
A lot of creators answer that question with a variation of:
‘Anyone with an internet connection and a few minutes to spare.’
Two problems with that:
It doesn’t narrow things down a lot.
It only works if you have an unlimited content creation budget.
If we’re trying to reach everyone that fits that description, then you might need a budget that rivals the GDP of a small country for your channel.
But what if you’re working with a content budget that’s less than what a small YouTube channel spends on gear?
Well, this article is for you!
Why Carpet Bomb Creation
Doesn’t Work
We all grew up looking at mass marketing. Coca Cola, McDonalds, Apple. These companies are so omnipresent that it’s almost hard to imagine a world without them.
And we also see channels that try to be everything to everyone. They cover every topic under the sun, hoping to catch a wide audience. But unless you’re already a Mr. Beast, this approach often leads to content that feels generic and fails to connect deeply with anyone in any specific group.
Carpet bombing your thumbnails or your titles doesn’t work unless you’re a million dollar channel. It’s also not the way that any of these big creators started out.
In fact, I’d bet good money that every successful YouTuber you know started by using the same mechanism.
They crafted an RSM – a Rock Solid Message. A message that directly spoke to their ideal viewers. The people they identified as perfect subscribers for their videos.
Looking for crazy challenges? Mr. Beast is the guy.
Looking for interesting topics? Joe Rogan is the guy.
Looking for all world news? Tucker Carlson is the guy.
They all established themself as brands with a rock solid message. Something that people go to when looking for that type of content.
One of our best clients Double Vanilla is now a well known RSM for real world fashion. Looking for outfit inspiration but not from Kim Kardashian? Double Vanilla is the girl.
Effective content creation hinges on that concept and that concept alone. Are you able to get your RSM in front of the right people?
Dynamite Content Creation
With Your RSM
I saw a documentary recently about a thing called ‘blast fishing’ or ‘dynamite fishing’. Some people (I believe it was in Tanzania) figured out that fishing was a whole lot easier if you just chucked a stick of dynamite into the water.
Dynamite goes off, fish get killed or dazed by the blast, you just scoop them up. No need for fishing lines or bait or any of that stuff.
That’s what an RSM will do for your channel. Not only will your ideal viewers be magnetically attracted to your content, but if your message is solid, you’ll also attract the people that are thinking about it, playing with the idea, considering it. So you’ll scoop up ALL the fish.
Talk soon,
Berin
P.S. If you want to know how I would implement an RSM with your content, feel free to get in touch. Fill out the form down below and my team will reach out to see if we’re a good match.
CONTACT US
