About this video
Phuong opens with a confession: he does not make viral content, and he thinks that is a good thing. The obsession with going viral, he argues, is a trap. He points to the famous egg with millions of followers and asks the obvious question: where is the value in that? Chasing numbers is not the same as moving the needle for a business.
The heart of the video is five practical lessons Phuong has taken from They Ask, You Answer by Marcus Sheridan and applied to his own agency: shift from selling to teaching, answer your customers’ real questions, talk openly about the things competitors avoid like pricing and downsides, build a simple system to capture content ideas, and align marketing with sales so prospects arrive already educated and ready to buy. It is a tight, no-fluff guide to content that earns trust. AM Visuals builds content on exactly these principles.
Going viral is actually a trap. If you only focus on chasing numbers, you are missing what actually moves the needle in content marketing.
What you will take away
- 01Teach, do not sell. Selling loses trust from the get-go. Educate your prospect and help them solve a problem, and your credibility and authority go up, making them more likely to buy.
- 02Answer questions for days. The questions your customers have are the content. Answering them, especially the ones about pricing, puts you ahead of competitors who stay quiet.
- 03Talk about what others won’t. Address costs, downsides, and what could go wrong. Prospects know nothing is perfect, so being the one who is honest is what earns their trust.
- 04Turn your brain into a content factory. Write down every client question, objection, and what-about moment. Those real questions become a systematic goldmine of content ideas.
- 05Let marketing and sales work together. When prospects arrive already educated by your content, sales becomes advice, not a pitch, and closing gets far easier.
The transparency does not lose you customers. It actually attracts the right people that you want to work with.
Questions this episode answers
Phuong’s answer is no. Chasing viral is a trap. A viral hit gets views but rarely moves the business, and the famous egg with millions of followers is the perfect example of reach with no value. Focus on content that builds trust and drives ROI instead.
Teach. Selling in your content loses trust from the start. When you educate and help a prospect solve a problem, your credibility and authority rise, which makes them more likely to buy. Phuong sums it up as being more like a teacher than a salesperson.
Yes, and it is where you can dominate. Most competitors hide prices and pretend there are no downsides. Being upfront about cost and honest about what could go wrong builds trust, because prospects already know nothing is perfect. Transparency attracts the right customers.
Capture the real questions you already hear. Phuong writes down every client question, objection, and what-about moment in Apple Notes, in about 20 to 25 words each. Those become a systematic goldmine of content ideas, because they are real problems from real people. It is the approach behind our social media video.
When prospects have already watched your videos and read your content, they arrive educated and trusting you before the first conversation. Sales becomes advice rather than a pitch, and closing gets far easier. That alignment between content and sales is what AM Visuals helps businesses build.
Full transcript
This transcript is auto generated and lightly edited for readability, so small errors may remain.
I don't make viral content videos, and here's why that's a good thing. Why is everyone trying to go viral? This obsession is, frankly, insanity. I mean, here's an egg with 4.8 million followers. Where's the value in this?
My name is Phuong, and I run a creative agency, and one of my main focus is to get businesses actual ROI through well-thought out content strategies. Listen, here's the truth. Going viral is actually a trap. I see way too many businesses owners fall into this thinking that going viral means success. If you only focus on chasing numbers, you're missing what actually moves the needle in content marketing.
So let me save you a lot of time, money, and effort going viral. And let me tell you what actually works when you are trying to do some content marketing. In simple terms, more eyeballs on you, more awareness to your business, and more money. Here's a book that I would recommend you read. This is called They Ask You Answer by Marcus Sheridan.
And this is five lessons that I've learned from this book that I've applied to my own business. Number one. Shift your mindset from selling to teaching. Here's a thought. You and Master Yoda have more in common than you think you do.
You see, one of my main messages when I try to make content is that I don't try to sell. This is the one way that you lose your people's trust and attention from the get go. So instead of selling, try teaching. Instead. Educate your prospect and aim to solve a problem that they want to solve.
Doing this will increase your credibility and authority, leading to prospects being more likely to purchase from you. So this is what I mean. Shifting your mindset from salesperson to being a teacher is helping your customers make the right decision. Makes you like Yoda. Number two answer questions for days.
Now, I know you've been running your business for years now. Or at the very least, you've started a business because you wanted to solve a problem that you had in the beginning. So if you had questions you wanted answers to. Chances are, so to your customers. Creating content that answers these questions puts you way ahead of your competition.
Because when the customers think of a problem, they already know, you have the answers to them. And here's a tip. The more pain your customers are in, the more they want you to solve it. So think of questions that addresses the benefits of what you are trying to solve. I particularly like questions that involve pricing.
What could go wrong because this actually moved the decision process forward. Number three, talk about what everyone else won't. Here's where most businesses check it out and where you can actually dominate while your competitors are playing it safe. Hiding their prices and pretending that their services don't have any downsides, you need to be doing the opposite. Talk about the cost up front.
Address the problems and be brutally honest about what could go wrong. I know this sounds counterintuitive, but here's the thing your prospects already know that nothing's perfect. So when you're the only one being real about it, guess who they want to trust. That's right. You.
The transparency doesn't lose you customers. It actually attracts you the right people that you want to work with. Number four turn your brain into a content factory. This is what I'm doing right now. Look, creating content doesn't have to be hard.
Here's a system that I use that actually works. Every time a client asks me a question, I write it down. Every objection that I hear, I document it. And every what about moments I capture it. Now I've got a goldmine of content ideas because these are real questions from real people with real problems.
I turn each of these questions into content. I make it systematic and not scattered. My customers are literally giving me the roadmap to what content that they want to hear. All I have to do is write it somewhere. For me, I use Apple Notes where I write down any questions that I hear in 20 to 25 words so that I can come back to it when I actually want to create a script for my video.
That's what I mean. Content doesn't have to be hard. Number five, when marketing and sales actually work together, here's a beautiful part about his whole approach it transforms your entire sales process. Instead of cold calling, people who've never heard of you prospect come to you already educated. They've watched the videos, they watch your videos, read your content, and already trust you before you even speak to them.
Your sales conversation becomes consultation and advice pieces, not pitches. You're not trying to convince anybody, you're simply just helping them choose the right solution. And trust me, this makes making deals or closing deals a hundred times easier. So there you have it. Stop chasing that viral moment and start building trust with your customers.
Answer the questions, be transparent, and treat your audience like the intelligent people that they are. That's how you make a content marketing engine that actually works. That's it for me. Leave a like leave some comment if you have any questions. I will try to answer them in the next video.
Thank you very much.