Dennis Yu

The Mindless Video Editor and SEO Expert are Irreversibly Doomed

If you don’t understand the content you’re working with, you will make the #1 VA mistake no matter how good you think you are — (Snippet from Office Hours, April 11, 2024)

This morning, I told this incredibly talented video editor that he would fail trying to work on my content. Despite his vast experience in video editing and his deep knowledge of all the tools, he would still fail.

Because what matters most is actually understanding the content.

Imagine you are a Greek language instructor specializing in advanced conversational techniques in Greek. Someone who doesn’t speak a word of Greek confidently tells you they can create killer short-form videos that will make you a sensation on Instagram, TikTok, and YouTube.

What would your response be?

#1 va mistake
Understanding the Goals, Content, and Targeting (GCT) for your clients is key to making your digital marketing efforts effective and avoiding the #1 VA mistake.

Often, a video with zero editing has more impact than one with 50 hours of editing by a mindless VA who adds distracting bits to make it “interesting” in their eyes.

What they fail to realize is that the purpose of editing a video is not to add unnecessary, oddly placed special effects, but to improve how the video conveys the intended message. To achieve this, video editors must first understand the content itself.

Consider this short-form video on Instagram:

AI tools like Opus.pro can create these clips for a nominal monthly fee. They are actually far better at selecting clips from long-form videos than many video editors, who struggle because they do not fully understand the content and believe they don’t need to grasp the GCT of the material they are working with.

However, AI tools can’t work on their own. To get decent results, human curation is still needed. But this curation should be done by someone who understands the content. This approach gets the job done 100 times faster and prevents the #1 VA mistake.

And it’s not just video editors, but “social media experts”, website builders, and any skill.

Most tool experts or experts in digital marketing make this mistake every single day and aren’t aware of it.

How about an SEO expert or agency that claims they can drive you 100 more leads each month?

If they don’t understand your business or your strategy, it doesn’t matter one iota how many years of experience they have.

We have already seen how AI tools outperform humans in mechanical tasks like editing videos, writing articles, and managing PPC campaigns.

But these marketing companies are not intentionally scamming you. They honestly believe that they are qualified to take your money.

That’s why anyone in SEO, social media, or digital marketing needs to specialize in a niche or an industry vertical, such as plumbers.

They should focus exclusively on plumbers, deeply understanding what works for them rather than trying to invent something entirely new, no matter how appealing that might seem.

Digital marketing for local service businesses is a matter of copy and paste, since marketing for a plumber in Orange County is not much different than a plumber in Chicago or Dallas.

But the ingredients for success must come from the plumber: their reviews, their proven experience fixing leaky valves and their reputation in their community. The job of anyone doing digital is to understand this.

Then repurpose those ingredients into social media, the website, and everywhere else.

Then boost it to make the phone ring more, whether LSA, Facebook ads, SEO, email/text campaigns, direct mail, etc.

Yet some eager young adults armed with the latest AI tools, who don’t understand strategy, will create massive damage.

Strategy, again, is to deeply understand what the client does (goals, content, targeting) and to amplify what’s already working through the 4 phase Content Factory (produce, process, post, promote).

Do you see why the marketing landscape is so full of hype and waste, and why marketers are still so confident?


Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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