Wednesday, November 13

I recently watched a YouTube video where a guy discussed how straightforward…

… unedited videos…

…  that focus purely on facts and processes…

… were generating leads for business owners.

And it makes sense, right?

You often see people flexing huge impressions, high views, and massive follower gains.

Alex Hormozi actually fell into this trap a year ago.

The Content Paradox

Now why should we listen to him?

He spends millions on content annually.

It stands to reason that we should learn from his experience and apply it ourselves.

Simply put, no one will be able to test as fast or as effectively as someone investing as much in content as he is.

One key takeaway he had was that broad content, which aims to capture a wider market, isn’t always beneficial.

For example, instead of focusing solely on business content, he began creating videos about lifestyle topics like diet and exercise.

What happened was that viewers who watched those videos were primarily interested in more lifestyle and diet content.

Of course, this was completely misaligned with his ideal customer profile.

The lesson he learned was that broad content created purely for views and impressions doesn’t necessarily lead to the return of investment he was looking for.

This applies to the platforms I primarily work on:

• Twitter

• LinkedIn

• Threads

We frequently see people showing off their impression numbers, and when I dive into their content it often comes from threads that are too broad and hard to convert with.

So, yes, you want to prioritize being specific and targeted.

But there’s a way you can maximize views.

You should also prioritize the packaging.

There’s a way to structure your content—through hooks, thumbnails, and headlines—that reaches a broad audience while still resonating with your target ICP.

In the age of AI, where content is becoming a commodity that anyone can produce in minutes, what’s crucial is this:

Where Your Focus Should Be

1. Strategy (80% of your time)

• Create a content strategy tailored to your Ideal Customer Profile (ICP).

• Be specific. Know who you're targeting and what they care about.

2. Packaging (20% of your time)

• Nail your hooks, thumbnails, headlines.

• Package your content to appeal to a broader audience while staying relevant to your ICP.

This way, you reach more people and attract the right ones.

Because at the end of the day, it's not about vanity metrics.

It's about meaningful engagement.

Reply to this email—if you want help

Until next time,

Ephraim

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