Hey, it's Braden 👋

Jeremy Haynes has publicly stated that a majority of his revenue ($1M+/month) comes directly from his YouTube channel.

He has 38,000 subscribers.

And the secret is that he actively works to get fewer of the wrong people to watch.

Now, I wanted to break down the following:

And if you want us to dial in your positioning and messaging for you, book a call here →

In your next title, call out the ICP you specifically want to attract.

It can be their dream state, common pains, or even the name of the industry as a whole.

Whatever it is, think of this as your targeting, and everything else comes downstream

Jeremy Haynes has 38k subscribers and pulls ~$1M/month from the channel.

Now this did not happen overnight

This man has posted 1 to 2 times a week for more than 2 years in a row.

That consistency alone is something almost nobody sustains.

Now beyond that, there’s one thing he does better than 99% of people

He talks to ONE ICP: people trying to hit $1M/month.

Yes, that’s literally it.

Then everything else reiterates that point whether it’s the intro, the calls to action, the landing pages, etc.

He's even said that 20k+ views is an inverse signal.

It means he's pulling in the wrong, broke audience.

Here's the part most people don’t understand.

He actively disqualifies his own viewers.

He'll drop disclaimers like "you're likely a loser who's never going to do this."

I’ve literally heard him say that in a video

Now you’re probably asking - Why would someone say that in an intro? Isn’t that when you want everyone to stay?

There are two answers to this:

Now, the one thing that doesn't get enough attention is that he does get a decent amount of traffic to the channel

Because a strategy like this would never work if you didn't have a mechanism to get people into the YouTube ecosystem.

For him, that's going to be a combination of his other platforms, personal branding, along with more top-of-funnel videos.

For example, he might post something like "The Best Ad Creative Structures in 2026."

That can appeal to literally anybody in the business space, and it could be positioned as a very wide video within his ICP

But it’s also going to attract people outside of his ICP too.

Now, that goes against everything he’s built on there but that's going to introduce the channel to new people.

Although they probably won't resonate with his messaging right now, they may be organically retargeted as their needs, expectations, etc., start to shift.

The main move is to get hyper-intentional with your positioning and messaging. Say who you're for, out loud, over and over.

The secondary move is to post high-level concepts your ICP understands that can also appeal broadly, because you're not Jeremy Haynes, and you still need some traffic coming in.

That's the balance: wide enough to feed the funnel, narrow enough in the messaging to attract only who you want.

Your packaging gets the click. Your messaging does the qualifying.

→ Book a call here» if you want us to build you a YouTube channel that books 30 calls/month

→ Watch our full video breakdown of ideation, packaging, and scripting here»

→ Access a FREE 45-minute masterclass» on the 8 things you need to book calls from YouTube

See you in the next one,

Braden