I just finished watching a video called “How Low-Effort Content is BLOWING UP Businesses” — and I’ve got to say, I agreed with pretty much every word this bloke said.
Not because it’s trendy.
Not because “raw content” is the latest marketing buzzword.
But because this is exactly what we’re seeing across real Central Queensland businesses every day.
And that’s a big part of why we built the Authority Builder Program — but I’ll come back to that.
Let’s start with the big idea:
Highly polished videos get viewed.
Raw, helpful videos get clients.
High views don’t equal high-value clients
In the video, Wes McDowell tells a great story about Alex Hormozi — millions of views, big production budgets, explosions, graphics, the whole circus — and yet the content was attracting the wrong audience.
People who wanted to be entertained, not people ready to buy.
As he says in the video:
“He’d proven that a smaller audience of the right people beats millions of the wrong viewers every time.”
And honestly? That’s what we see with local businesses too.
A beautifully shot lifestyle video might pull great vanity metrics… but a simple, clear, straight-to-camera explainer filmed on your phone will convert better every single time.
You don’t need a fancy edit to be effective
One of the strongest lines in the video is this:
“Raw is better… pure education, plainly presented.”
For most small and medium businesses, your ideal clients aren’t looking for entertainment — they’re looking for someone who knows what they’re talking about.
And raw content does exactly that.
He breaks it down into four ridiculously simple content formats:
- Slide decks
- Whiteboards (or virtual whiteboards)
- Screen shares
- Simple talking-to-camera videos
None of these need special equipment.
None require a studio.
None need jump cuts, drone shots or cinematic bars at the top and bottom.
What they do need is clarity.
And that’s where we come in (more on that in a moment).
Why raw works: it activates the “thinking” brain
The transcript also touches on the neuroscience behind all of this:
Flashy editing activates the entertainment centres; raw videos activate the decision-making centres.
That is exactly what you want in business content.
You’re not trying to be a performer.
You’re trying to build trust.
Entertainment distracts.
Education converts.
But here’s the problem most business owners run into…
While low-effort content looks simple, doing it well still requires:
- a clear message
- a structured script or bullet-point flow
- clean audio
- decent lighting
- knowing which of the four formats suits which message
- consistency
- and most importantly… not rambling
Wes even admits that when he started, this was the hardest part:
“Nothing kills a video’s retention like rambling and repeating yourself…”
And that’s exactly where many business owners get stuck.
They try to film something quickly on their phone…
Then hate how it sounds…
Or lose their train of thought…
Or end up with a seven-minute waffle they’ll never upload.
This is the difference between low-effort content and no-effort content.
Low-effort still needs strategy.
This is literally why we created the Authority Builder Program
You absolutely can create raw, effective content yourself.
But will you?
And will it be structured enough to do its job?
The Authority Builder Program is designed for business owners who want:
- simple, low-fuss videos
- shot in one session
- guided by an expert (👋 hi!)
- with clear messaging
- and a whole pipeline of strategic content rolled out over time
Basically:
You get all the benefits of “raw, no-fuss content”… without needing to wrestle with cameras, scripts, frameworks or editing.
The program takes everything this video recommends — slides, screen shares, whiteboards, simple talking-head videos — and packages it into a professional, consistent, strategic system you don’t have to manage.
Low effort for you.
High impact for your business.
Take action
If you’ve been putting off video because you thought you needed:
- a studio
- a film crew
- a perfect script
- or “influencer energy”
…you don’t.
Your clients want clarity, not cinematography.
And whether you create the content yourself or let us guide you through the Authority Builder Program, the goal is the same:
Show up. Teach. Be helpful.
That’s what turns viewers into clients.
