Are you attracting a "dead" audience?

If you’ve already enrolled in my audience avatar mini-course, the YouTube Scriptwriting Compass, you'll know how important understanding who your audience is.

But understanding who they’re NOT is just as important.

After all, attracting the wrong viewers can devastate a YouTube channel:

• They loved that random "drama" video you made, but won’t click your usual content. They're a dead subscriber.
• They misunderstand the value proposition of your channel, subscribe, then only watch 20s of your next video because it’s not what they expected. They'll wreck your retention.
• They have no intention of ever buying your products/services. You'll waste time trying to convince them.

At the end of the day, you need to make it crystal clear who your videos are for.

It will affect your scripts, your topic choices... even the title and thumbnail.

So here are 11 questions to figure out who your videos are NOT for (so your content aligns with your broader YouTube goals).

🎯 GOALS

1. Who might seem similar to your avatar, but is ultimately pursuing different long-term goals than what your content supports?
2. What types of success or outcomes do you not help your viewers pursue?

🧭 POSITIONING

1. Who might misinterpret the role your content plays — for example, expecting entertainment instead of education, or tactics instead of frameworks?
2. What kind of viewer might click your video for the wrong reasons (topic, title, trend) but be turned off by the actual delivery?
3. Who might apply your content in a completely different context than it was intended for — and get confused or frustrated as a result?

🧠 PERSONALITY & HOBBIES

1. What kinds of personality traits or communication preferences would make someone unlikely to resonate with your tone or teaching style?
2. Who might prefer a totally different type of creator energy — slower, faster, more formal, more casual, etc.?

😣 CHALLENGES & PAIN POINTS

1. What types of challenges does your content not aim to solve — even if your viewers might assume you do?
2. Who’s still stuck at a level of frustration that your content assumes they’ve moved past?
3. What kinds of problems require a mindset, toolset, or solution you explicitly don’t teach?

💳 PURCHASING PROCESS

1. What kind of viewer would never be willing to pay you a dime for products or services you offer?

​To see how drastically an audience avatar can affect a video's hook, check out this article I wrote last year.