A Proven 2-Step System That Attracts High-Quality Leads
If you’re creating videos but struggling to turn views into leads, you’re not alone. The secret? Stop selling and start building trust. In this article, you’ll learn a powerful two-step video marketing strategy that top creators and brands are using to generate referral-quality leads—without being pushy or salesy.
Whether you’re a coach, author, service provider, or business owner, this framework can elevate your video marketing results significantly.
The Two-Step Video Marketing Strategy
Most people use a one-step approach: they make a promotional video, pay for ads, and hope someone bites. The result? Viewers skip, ignore, or feel interrupted.
A better way? Two-step video marketing:
- Relationship-Building Video
- Value-Driven Call to Action (CTA)
Instead of starting with a sales pitch, start with helpful content that educates, inspires, or solves a problem. Once trust is built, invite the viewer to take the next step—with a powerful CTA.
Step 1: Build a Relationship First
Use your first video to:
- Share your expertise
- Teach something valuable
- Address a common problem your audience has
The goal isn’t to sell—it’s to connect. Think of this as your handshake, not your sales pitch.
Step 2: Use the Right Call to Action (CTA)
Once you’ve earned your viewer’s trust, guide them to the next step. This is where most people go wrong: their CTA is either vague or not enticing enough. Below are several high-converting CTA strategies used by successful YouTube creators and marketers.
1. Schedule a Call
Best for: Coaches, consultants, service providers
Example: Stan the Annuity Man
Stan ends his videos by inviting viewers to book a direct call with him—emphasizing that they’ll speak with him, not an agent. He builds personal connection and makes the process feel exclusive and trustworthy.
Tip: Instead of giving your phone number, send viewers to a landing page with a scheduling tool. This keeps the link evergreen and allows you to update it over time.
2. Offer a Free Mini-Course
Best for: Educators, authors, experts
Example: Dan Good
Dan offers a free mini-course on how to write a book, turning casual viewers into engaged leads. Mini-courses are great because they deliver value upfront while also capturing emails for follow-up.
Tip: Use a landing page with a clear title, outcome, and opt-in form. Highlight what users will learn.
3. Free + Shipping Book Offers
Best for: Authors, thought leaders
Example: Doug Andrew & Stan the Annuity Man
Both offer their books for free—just cover the shipping. This creates perceived value and generates high-quality leads who are willing to take small action.
Tip: If you don’t have a book, start with a PDF or sample chapters. You can always build up to a full book offer.
4. Downloadable Toolkits and Checklists
Best for: Anyone starting out
Example: Nicholeen Peck & Noelle Randall
Nicholeen offers a “Calm Parenting Toolkit,” while Noelle gives away a credit repair checklist. These resources are simple, effective, and help build immediate trust.
Tip: Make sure your resource solves a specific problem. Tell viewers exactly what it will help them accomplish.
5. Lead Magnet Templates or Calculators
Best for: Financial, real estate, technical fields
Example: Stan the Annuity Man
He offers access to his proprietary annuity calculator—a highly valuable tool that provides instant benefit.
Tip: If you have a tool or template that saves people time, use it as a lead magnet. People love plug-and-play resources.
6. Event Invitations or Bootcamps
Best for: Speakers, trainers, coaches
Example: Noelle Randall & Jason Schroeder
From 3-day wealth-building workshops to professional bootcamps, live events offer a powerful next step for engaged viewers.
Tip: Make sure your event feels exclusive and outcome-driven. Limit spots to increase urgency.
7. Mentorship or Group Coaching Invitations
Best for: High-ticket coaching and niche expertise
Example: Jay Townsend
Jay uses video to invite like-minded people into a mentoring group focused on political consulting. This creates community and filters in only serious leads.
Tip: Use video to explain who the group is for and what transformation they can expect.
8. Free Resource Bundles
Best for: Content creators with multiple assets
Example: Chad Littlefield
Chad gives away a bundle of conference resources. He also uses visual prompts like QR codes to drive conversions from desktop viewers.
Tip: Bundle up your best tools and offer them as a “kit.” Use strong visuals to communicate value.
How to Make Your CTA Irresistible
Regardless of the format, your CTA must:
- Be specific (e.g. “Download my 7-step toolkit”)
- Offer value (not just “Learn more”)
- Have a clear outcome
- Have a clear outcome (“Fix your credit fast” or “Plan your project step-by-step”)
- Include a link or visual cue (“Click the link below” or “Scan this code”)
Start Simple and Scale Up
Don’t overcomplicate your first lead magnet. You don’t need a book or a big event to get started. A simple checklist, template, or email mini-course can work wonders.
Once you’ve tested and refined your system, you can level up to more complex offers like books, live events, or mentoring programs.
Final Thoughts
Video marketing doesn’t have to feel like shouting into the void. When done right, it becomes your most powerful lead generation tool. The key is to build trust first, then deliver value through a strategic call to action.
Pick one of the strategies above, start testing today, and watch how your leads grow—not just in number, but in quality.
Want more video marketing strategies like this? Watch this video
