A postpartum doula named Krizia asked me a question I get some version of almost every week: how do I use YouTube to create a series of videos that leads people to buy my offers?
She sells services, online courses, and digital products. She knows her niche cold. What she doesn’t know is which videos to actually film first.
If that’s you too, this is going to help. And the strategy underneath it works whether you sell postpartum support, wedding photography, bookkeeping, or a $47 template pack.
LINKS MENTIONED:
▸ Free YouTube Class (scale your passive sales with YouTube in 4 hours/week)
How do you use YouTube to sell your offers?
Start by making videos for the stage right BEFORE someone needs what you sell, not the stage they’re in when they’re already your customer. Then film content that shifts one belief holding them back and answers one thing they’re actively searching for. Those videos attract buyers instead of browsers, and they keep working for months after you upload them.
That’s the whole thing in a paragraph. Now let’s break it down, because the “one stage before” piece is where most people get it wrong.
What are “lowest hanging fruit” YouTube videos?
Lowest hanging fruit videos are the ones you film one time that keep selling for months, because they’re aimed directly at people who are close to buying. They rank in search, they show up in browse, and they do their job long after upload day. Unlike a Reel that dies in 48 hours, one of these can bring you buyers for years.
Here’s the mindset shift. Most content you make on Instagram has a shelf life of about a day and a half. You post, it performs (or doesn’t), and then it’s gone forever. You have to get back on the wheel tomorrow.
YouTube doesn’t work that way.
You film it once. It sells for months. It works for you over and over and over again, long after you hit upload, because YouTube keeps serving it to new people who are searching for exactly that thing.
So the question isn’t “what should I post today.” It’s “what’s the one video I could film this month that keeps bringing me buyers in January?”
That reframe changes everything about what you choose to film.
Where should you start on YouTube if you already have an offer?
Start one stage earlier than your offer. If you sell a postpartum course, don’t make videos for women who are already postpartum. Make videos for women in their third trimester who are nesting and preparing. That’s when they’re actively searching, actively worried, and actively looking for someone to trust before the thing they need actually arrives.
This is the piece people skip, and it costs them.
Krizia’s course is for postpartum. Her instinct (and everyone’s instinct) is to make postpartum content. But think about who’s actually watching YouTube at that stage. A woman two weeks out from delivering is not sitting down to watch a 12-minute video. She’s surviving.
Back up one stage.
Third trimester is where she IS on YouTube. She’s nesting. She’s prepping freezer meals. She’s making supply lists. She’s watching birth stories at 11pm because she can’t sleep. She’s got questions and time and a very high level of anxiety about what’s coming.
That’s your window.
By the time she gets to postpartum, she doesn’t need to find someone. She already has someone. You. Because you helped her in November when she was googling “what to freeze before baby comes.”
Now apply that to your own business:
– Sell a wedding photography course? Make videos for photographers who just booked their second-ever wedding and are terrified.
– Sell bookkeeping services? Make videos for business owners in December staring down tax season.
– Sell a launch course? Make videos for people who just finished building an offer and have no idea how to sell it.
Find the stage right before, and go live there.
What two questions should you use to come up with YouTube video ideas?
Ask what belief needs to shift before someone buys from you, and what your ideal buyer is actively searching for help with right now. The first question gives you conversion content that removes objections. The second gives you search content that gets you found. Together they cover both halves of a YouTube strategy that actually leads to sales.
Let’s do both.
Question one: what belief needs to shift?
What’s the thing someone believes right now that’s stopping them from buying from you? Not “they don’t have money.” Something real and specific.
For Krizia, maybe it’s “I can just have my mom come help, I don’t need a doula.” Or “postpartum support is a luxury, not a necessity.” That’s a video. You’re not selling in it. You’re shifting the belief, and the sale becomes obvious later.
For me, it’s things like “YouTube takes too much time” or “my audience is too small for email.” I make videos about those beliefs on purpose.
Question two: what are they searching for?
This one is more literal. What do they type into the search bar?
For Krizia: how to prep freezer meals for postpartum. What supplies do I actually need. What to expect in the third trimester. How to prepare for recovery.
These are fast wins. You solve a small, concrete problem, and you become the person they trust. Trust is what makes the offer land later.
You need both types. Belief-shift videos convert. Search videos get found. A channel with only one of them stalls out.
Should you make top-of-funnel content too?
Eventually, yes, but not first. Top-of-funnel content targets people much earlier in the journey, like someone in their first trimester or even thinking about conception. It grows your channel faster but converts slower, because those viewers are months or years away from buying. Start close to the sale, then widen out once you have traction.
I want to be honest about the tradeoff here.
Top-of-funnel videos usually get more views. They’re broader, they’re more searchable, and they’ll grow your subscriber count faster. That feels good.
But views are not the goal. Buyers are.
If you only have four hours a month for YouTube (which is what I teach), spend those hours on the content closest to the sale. Get that working. Prove your channel can convert.
Then, once you’ve got a handful of videos doing their job, start taking steps backward and pulling in a wider audience.
Why your own story might be your best-performing video
Case study and story videos convert unusually well because they let someone see themselves in your outcome. A viewer planning a home birth who watches your home birth story doesn’t just get information, she gets proof that someone like her ended up okay. That emotional match does more selling than a tips video ever will.
Krizia has a birth story. That’s a video.
But here’s the nuance that makes it work: match the story to the buyer.
If most of her clients are planning home births and she had a home birth, that’s the video. If she works mostly with hospital births, tell the hospital birth story. The specificity is the whole point. Women in the third trimester are watching birth stories constantly, and they’re looking for one that looks like theirs.
Same principle in any niche:
– Show a student result that matches who you’re trying to attract.
– Share the version of your own story that mirrors where your buyer is right now.
– Walk through how you did the thing, not just what to do.
These videos also tend to do well in browse (the suggested feed) rather than search, which means they reach people who weren’t even looking for you yet.
How to turn this into an actual video series
Here’s how I’d map a first round of five videos for someone in Krizia’s position. Adapt the pattern to your niche:
- A search video that solves a fast problem. “The exact postpartum freezer meal plan I give my clients.” Concrete, searchable, immediately useful.
- A second search video, one stage earlier. “What to expect in your third trimester (week by week).” Broad enough to get found, targeted enough to matter.
- A belief-shift video. “Do you really need a postpartum doula? Honest answer.” This one removes the objection.
- A story or case study video. Your own birth story, or a client’s postpartum experience with you.
- A prep/checklist video with a clear next step. “Everything to have ready before baby comes.” Natural place to point to your freebie or course.
Five videos. If you’re filming a few hours a month, that’s your next quarter. And every single one keeps working after you publish it.
The recap
You don’t need a bigger audience to make YouTube work. You need videos aimed at the right moment.
Start one stage before your offer. Ask what belief needs to shift and what they’re searching for. Tell the story that matches your buyer. Then let those videos sit there and do their job while you’re offline.
That’s the difference between a channel that gets views and a channel that gets sales.
If you want to go deeper on how to apply this to your specific niche, I have a free YouTube class where I break down the whole system, including how I do it in about four hours a month. Grab your spot here.
