Welcome to episode 12 of the Bingeability Show with Martin Huntbach & Lyndsay Cambridge from Vidonary.com - Plan, record, edit and publish videos for social media and YouTube.
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1. Views are not the goal, and Hormozi proved it
It's frustrating to admit, but the content that gets leads and sales is often not the content that gets views. Alex Hormozi's team broadened his topics to chase bigger numbers and his sales dropped, even for his book; when he analysed his six top performing videos for views, they were his worst performers for sales. Any agency can promise millions of views with silly, broad, controversial content. We've generated around a hundred thousand leads for clients in the past eighteen months by deliberately not doing that.
2. LinkedIn's new AI slop button
LinkedIn (yes, the platform that used to beg you to rewrite every post with AI) has added a report button for AI slop. We hate slop, but we're also uneasy about users policing users, and it's clearly open to misuse: don't like Jerry? Mark him as slop. The comments are actually worse than the feed now, with automated AI replies landing within seconds of posting, including one millionaire's outsourced AI comment that completely missed a joke. The best protection? Show up on camera, because it's impossible to be accused of being AI when it's your actual face talking. (Though Lyndsay remains scared an em dash will get her reported.)
3. Video is the number one lead magnet
A GetResponse study of 800 marketers found video-based lead magnets (think free mini courses or gated trainings) outperform everything else, with written content a close second. It makes sense: when someone watches you talk, they learn your face and voice and start trusting you, which is far harder to achieve in writing. And despite everyone declaring "courses are dead because ChatGPT exists", people aren't devaluing video content; they're just pickier about paying for it. Trust still sells.
4. The puppy trainer funnel (or: video at every step wins)
Lyndsay just spent £250 on a puppy course, and the journey is a masterclass: short-form tips led to a gated long-form video on setting up your home, which led to the paid course. He had hundreds of free videos where she could technically learn everything, but they were in the wrong order; the course packaged it up. Could Claude have answered her questions? Sure, but she didn't know what to ask, and no chatbot shows you a man actually handling his own puppies on camera. He was all in on free content, and that conviction made buying inevitable.
5. Stack your media and aim for a 50% conversion rate
Google says 10 to 20% is a great landing page conversion rate; we'd be disappointed with under 50, and the difference is stacking: a video on the landing page, a short quiz on opt-in, then written material by email. Match the mechanism to the price too: under twenty quid, skip the lead magnet and sell directly; five to ten grand services need a webinar and email sequence, because nobody goes from a free cheat sheet to a ten thousand pound invoice.
6. Promise the outcome, not the tips (even without your own case study)
The biggest mistake across a thousand lead magnets we've reviewed: not being specific about the outcome. "How we grew Daniel Priestley from five thousand to five million views a month" converts; "learn how to use video in your business" doesn't. Promise the six month result of working with you, because people know the download is the first step, not the miracle. No case studies yet? Use "learn how to" instead of "how we", or analyse someone else's success, like Teresa Heath-Wareing brilliantly breaking down how Hormozi made a hundred million from one webinar. Curating how others got results is massively undervalued content.
Hook of the day: "99% of the time I am [nice thing], but 1% of the time I will not accept..."
99% of the time I'm a super flexible freelancer, but 1% of the time I will not accept scope creep without a conversation first. It works because it taps into the one thing nobody scrolls past: drama. Grab the popcorn, set up the friction, and get creative with it.
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