Why the Small Number Won
In 2023, my painting company had a YouTube video reach 1,000,000 views.
Sounds amazing, right?
You’d think that meant a wave of new clients.
We got zero leads from it.
Viral Views Don’t Pay the Bills
That viral video:
- Was mostly a DIY tip
- Got comments and likes from people all over the world
- Attracted people who weren’t looking for a painter, didn’t live in NYC, and would never hire us
Great for vanity. Terrible for inbound leads.
If you’re a local service business, the goal isn’t random reach. It’s reaching the right people in the right place at the right time.
The 40,000-View Video That Generated 100+ Leads
We have another YouTube video with around 40,000 views.
It’s a simple carpentry video:
- Shows a real project
- Begins with the “before”
- Walks through the process
- Ends with the “after”
No step-by-step DIY. No viral stunt. Just proof of what we do.
That video has brought in over 100 leads because:
- It’s about a specific service
- In a specific niche
- That actual homeowners are actively searching for
People find us via YouTube, Google, our website, or our reviews. Then they watch that video and go:
“Okay, I can see their work. These guys look legit.”
That’s inbound marketing.
See the video:
You’re an Educator, Not a Clown
You’re not trying to be a TikTok comedian.
If you’re a painter, roofer, flooring contractor, plumber, lawyer, or accountant, your content should:
- Educate people on what you do
- Explain your process
- Show your work
- Build trust
As Alex Hormozi says: if you’re in the service business, you’re more of an educator than an entertainer.
Bottom Line
I’d rather have:
- 100 views from people in my service area actively researching my service
…than…
- 100,000 views from people who are bored on their lunch break in another country
Stop chasing “viral.” Start creating specific, helpful, proof-based content that speaks to the people who are ready to hire someone like you.
