YouTube breakdown

Turn YouTube into your #1 source
of high-ticket clients. In 30 days.

Truly done-for-you content that turns views into clients. You record once a month, we handle the strategy, scripting, editing, packaging, posting and follow-up. We even hold you accountable so you actually press record.

Personal breakdown built for:

Elena's Growth Scoop

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Trusted by 50+ founders & creators

Jonas Carl Weische Scott Thomas Past client Past client Past client Past client Past client Past client Past client

What's inside this breakdown

Everything we built for Elena (in one place)

Why we built this for you

Elena, this is why we reached out

We decided to build out this MASSIVE package for you because we're pretty sure we can help you drive a lot more Growth Scoop paid subscribers, Reforge course enrollments, and fractional advisory inquiries via a YouTube channel you don't have yet — but absolutely should.

YouTube has a steep learning curve, and the funnel layer that actually CONVERTS viewers into $99/yr newsletter signups, $5K sponsorship credibility, and advisory pipeline is its own separate beast — totally different muscle from publishing LinkedIn frameworks or guesting on Lenny's Podcast.

I'm guessing you don't have heaps of extra time to script, shoot, edit, package, and follow-up on bottom-of-funnel PLG proof and advisory videos — between running Growth at Lovable ($753M-funded AI startup), shipping Elena's Growth Scoop to 89K+ subscribers at 40% open rates, teaching four Reforge courses, sitting on boards like Netlify, and fielding advisory requests from MongoDB, Redis, Vimeo, Superhuman, and dozens more.

So, we can handle all that content work for you.

We're pretty sure we can guarantee you a sh*t ton of qualified Substack upgrades, Reforge enrollments, and advisory bookings for Elena's Growth Scoop.

This morning Elena, I was looking through your elenaverna.com Substack, your lovable.app hub, and the YouTube URL linked to your brand — and what stood out is the gap between your off-platform authority and your owned video surface. You scaled growth at Miro and Amplitude. You're embedded as Growth at Lovable. You advise MongoDB, Redis, Vimeo, Superhuman, Sanity, Maze, and Krisp. Your LinkedIn has 211K+ followers. Your newsletter has 89K+ subscribers with a 40% open rate. You charge $5K/issue for sponsorships and teach PLG, Monetization & Pricing, Experimentation, and Growth Leadership on Reforge. Yet youtube.com/ElenaVerna returns zero uploads — and your lovable.app "YouTube Videos" section links out to guest clips on other people's channels. "10 growth tactics that never work" on Lenny's Podcast has ~97K views with your face and frameworks — but Lenny captures the subscriber. 20VC, Peter Yang, and ProducTea host your product-led sales and solopreneur takes while you publish posts titled "It's time to start your content creator era." Meanwhile Kyle Poyar, Lenny Rachitsky, and Reforge's own channels own the searchable PLG discovery lane your ICP actually Googles — none of them have your operator resume, but they're the default YouTube answer for "product-led sales playbook" or "PLG monetization framework." Your frameworks exist. Your proof exists. You need a first-party channel that routes every cold discovery hit into Growth Scoop, Reforge, and advisory — instead of renting distribution to podcast hosts forever.

Simply put, we want to help you turn the PLG authority you've already built on LinkedIn and Substack into a consistent flow of paid newsletter upgrades, course enrollments, and advisory bookings through bottom-of-funnel, proof-driven YouTube content you actually own.

P.S. This entire doc breaks down exactly how we want to help you achieve that.

The next 12 weeks

Your video-by-video content plan

Week 1

Why 211K LinkedIn Followers Have Zero YouTube Subs

The brand-defining meta-video. Acknowledge the authority vs. owned-channel gap honestly — 89K newsletter, guest clips at 97K views on Lenny, zero uploads on ElenaVerna — and lay out the 12-week plan to build a first-party PLG engine.

Top of The Funnel
Week 2

PLG Playbooks That Convert: Your First Owned Series

Launch the searchable PLG framework library your ICP actually Googles — activation, retention loops, experimentation — with mandatory mid-roll Growth Scoop CTA and end-card into Reforge PLG course preview.

Top of The Funnel
Week 3

10 Growth Tactics That Never Work (Your 96K Lenny Hit)

Rebuild your highest-view guest appearance as an owned video — same frameworks, Elena on camera, description hierarchy that prioritizes Substack upgrade over sending traffic back to Lenny's channel.

Top of The Funnel
Week 4

Product-Led Sales: The Ultimate Guide On Your Channel

MOF deep dive matching your 34.5K-view Lenny episode — PLS motion design, sales-assist triggers, pipeline metrics — with mid-roll lead magnet and end-card into advisory inquiry.

Middle of The Funnel
Week 5

How A SaaS Client Scaled PLG After Elena's Advisory

First hybrid case study — on-camera interview inspired by Miro/Amplitude-era wins or recent advisory engagements, real metrics, operator methodology breakdown. The BOF video that converts skeptics on fractional growth advisory.

Bottom of The Funnel
Week 6

Elena's Growth Scoop: Why $99/yr Beats Borrowed Clips

BOF newsletter conversion video — what paid subscribers get beyond free posts, 40% open rate proof, sponsorship credibility stack. The video a Head of Growth sends to their CEO before upgrading.

Bottom of The Funnel
Week 7

Founder-Led Social: Is It The Way To Go? (Your Take)

TOF authority video rebuilding your 20VC Short take — founder-led distribution thesis, Lovable growth context, creator-era positioning — with owned-channel CTA instead of borrowed clip distribution.

Top of The Funnel
Week 8

Reforge PLG Course Preview: What SaaS Leaders Actually Get

BOF course walkthrough — curriculum modules, operator exercises, who it's for. Captures "Reforge PLG course review" search intent and routes cold viewers into enrollment.

Bottom of The Funnel
Week 9

Growth Leadership For VP To CMO: Frameworks That Scale

MOF career-leadership video from your Growth Leadership Reforge course and LinkedIn posts — team design, hiring loops, board-level growth narrative. Routes into course + advisory.

Middle of The Funnel
Week 10

Inside Lovable Growth: Building PLG At A $753M AI Startup

MOF operator-insider video — what Growth at Lovable looks like day-to-day, AI-native PLG tactics, frameworks your audience can't get from generic SaaS influencers.

Middle of The Funnel
Week 11

Solopreneur To Operator: Your Owned YouTube Journey

Founder trust video — acknowledge the SVP-to-solopreneur arc, the "content creator era" post, and the commitment to stop renting YouTube to podcast hosts. Middle-of-funnel proof you're building the channel.

Middle of The Funnel
Week 12

Book Elena Verna: Advisory Pipeline Via YouTube BOF

Closing-call BOF — fractional growth/CMO criteria, board seat experience, speaking reel, advisory FAQ. The dedicated "ready to inquire" anchor video for SaaS leaders at scale.

Bottom of The Funnel

What clients are saying

Don't trust me, trust what my clients are saying...

Scott Thomas
Self-development & business coach
1.7M+ followers+250K growth+20 clients / 90 days
Faares Q
Investor & entrepreneur
4M+ followers24M views on 1 video+30 new clients
The Dream Green Show
Investor & creator
500K+ followers+$40K from new clients100% hands-off content

Featured wins

Three creators. Three transformations.

Simon Squibb
Simon Squibb
Entrepreneur & investor
Made his most viral YouTube video EVER.
14M+
Views on one video
#1
Video on his channel
24M+
Total views generated
Simon Squibb highlight
I've been making videos for years and never had one hit numbers like this. Hampus and the team handle everything I don't want to think about so I can just show up and talk.— Simon Squibb
Scott Thomas
Scott Thomas
Self-development & business coach
+250K followers and 20 new clients in 90 days.
+250K
New followers
+20
Clients in 90 days
2-3×
Avg view jump
Before
Scott Thomas — before
After
Scott Thomas — after
Hampus has been a game-changer. He sticks to deadlines, works fast, and most importantly, he just gets the brief. No endless edits, no wasted time. He's ambitious, driven, and reliable. I can't recommend him enough.— Scott Thomas
Jonni Shreve
Jonni Shreve
Personal trainer & founder
Generated an extra
$50K in 90 days.
+$50K
Extra revenue · 90 days
Avg view increase
0→1
Lead-gen system
Before
Jonni Shreve — before
After
Jonni Shreve — after
The biggest thing for me was finally having a real system instead of just guessing. Hampus took the whole content side off my plate and the results spoke for themselves.— Jonni Shreve

Real numbers

The receipts: channel growth from our clients

24M views milestone
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★★★★★ 40+ five-star reviews

What people actually say after working with us

Direct messages, Fiverr reviews, raw screenshots. The kind of feedback you can't fake. Hover any card to zoom in.

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Your strategy

The 4 content lanes we'd build for Elena's Growth Scoop

01

PLG & Growth Framework Playbooks (TOF — Discovery Engine)

Repurpose your highest-performing LinkedIn frameworks and guest-podcast hits — "10 growth tactics that never work," experimentation loops, activation metrics — as searchable 10–14 minute owned videos with Elena on camera. Every VP Product or Head of Growth searching "PLG framework 2026" should land on Elena's Growth Scoop, not a third-party podcast clip with no Substack CTA.

02

Product-Led Sales & Monetization Deep Dives (MOF)

Package what you already teach on Reforge and write in Growth Scoop — product-led sales motion design, pricing page architecture, expansion revenue loops — as standalone searchable playbooks. "The ultimate guide to product-led sales" earned 34.5K views on Lenny's channel; the owned version routes mid-roll into your Monetization & Pricing course and end-card into advisory inquiry.

03

Growth Scoop / Reforge / Advisory Conversion (BOF)

Screen-share and on-camera proof: $99/yr newsletter value stack, Reforge course walkthroughs, fractional CMO advisory criteria, speaking reel. SaaS leaders considering a $5K sponsorship conversation or advisory engagement need to SEE operator credibility on your channel — not hunt for guest clips scattered across 20VC and Peter Yang.

04

Hybrid Case Study Interviews w/ Current & Previous Clients

Sit down with companies you've advised or embedded with — PLG motion before/after, PLS pipeline metrics, monetization redesign outcomes. Bottom-of-funnel proof that pre-empts "is Elena Verna worth it for a Series B SaaS like mine" and drives advisory bookings immediately. Your MongoDB, Miro, and Lovable stories should be 12–18 minute YouTube assets with Elena on camera.

Overall YouTube Strategy

Content bucket -> CTA midway through the video to download the lead magnet -> CTA to another related video if they don't opt in -> lead magnet captures email -> nurture sequence warms them toward Growth Scoop paid tier, Reforge enrollment, or advisory call -> close the subscription or booking.

Your Unique Lead Magnet

The PLG YouTube Channel Audit: 5 Things Every SaaS Growth Leader Should Fix Before Launching An Owned Channel (From Elena's 97K-View Guest Hits + Growth Scoop's Newsletter Playbook)

Most B2B operators with massive LinkedIn and newsletter authority still convert almost none of their YouTube demand into owned pipeline — because their frameworks live on podcast channels, not searchable first-party videos with Substack and advisory CTAs. This audit is the exact 5-point framework Elena Verna uses to diagnose why guest clips rack up 97K views without filling Growth Scoop paid tiers or Reforge enrollments — and the specific fixes (owned packaging, PLG hooks, mid-roll CTAs, case-study routing, newsletter upgrade paths) that turn borrowed podcast authority into a channel you control.

What's inside:

  • Thumbnail & Title Audit: Does a cold VP Growth searching "PLG framework" know this is Elena Verna operator content — not another Lenny's Podcast clip — in 3 seconds?
  • Hook Architecture: First 30 seconds — problem, Miro/Amplitude/Lovable credibility proof, open loop. Why guest-clip thumbnails send subscribers to the host channel
  • CTA & Upgrade Placement: Mid-video and end-video CTA timing, description link hierarchy (Growth Scoop paid vs. Reforge vs. advisory) by funnel position
  • Operator Proof Density: Minimum viable on-camera and advisory-case-study seconds per BOF video — PLG metrics, monetization redesign outcomes, PLS pipeline proof — so viewers see transformation, not just frameworks
  • Conversion Tracking: Views → Substack upgrade → Reforge enrollment → advisory inquiry. Baselines Elena's Growth Scoop uses to kill formats that don't move owned-channel revenue

Bonus #2

A complete sample script

We wrote the full script for the first video in the plan — hook, story, three teaching points, CTAs, the whole thing. Tap below to read it.

📜 Read the full sample script
Video Title: Why 211K LinkedIn Followers And An 89K Newsletter Have Zero YouTube Subs

Introduction:

Clear Offer: This video breaks down the exact gap between Elena Verna's off-YouTube authority and her missing first-party YouTube channel — and the 12-week plan to fix it so PLG frameworks finally drive Growth Scoop upgrades, Reforge enrollments, and advisory bookings at scale.

Relate to Viewer: If you're a VP Product, Head of Growth, or analytics leader at a B2B SaaS company, you've probably read Elena's Growth Scoop, listened to her on Lenny's Podcast, or seen her LinkedIn posts on product-led sales. You might even be a paid subscriber. But if you discovered Elena through YouTube search — not through a colleague forwarding a Substack link — you probably landed on Lenny's channel or a 20VC Short, not an owned Elena Verna video with a clear path to subscribe, enroll in Reforge, or book advisory. That's the gap.

Social Proof: I'm Elena Verna. I scaled growth at Miro and Amplitude. I'm Growth at Lovable — a $753M-funded AI startup. I advise MongoDB, Redis, Vimeo, Superhuman, Sanity, Maze, and Krisp. I teach PLG, Monetization & Pricing, Experimentation, and Growth Leadership on Reforge. I publish Elena's Growth Scoop to 89,000+ subscribers with a 40% open rate. I have 211,000+ LinkedIn followers. My guest appearance "10 growth tactics that never work" on Lenny's Podcast has ~97,000 views. My YouTube channel at youtube.com/ElenaVerna has zero uploads. I've written posts titled "It's time to start your content creator era" — because I know all my video authority is rented on other people's channels.

Open Loop: By the end of this video you'll know exactly why LinkedIn and Substack authority isn't the same as owned YouTube conversion, what Lenny Rachitsky and Kyle Poyar capture that you don't, and the 12-week content plan we're executing to turn Elena Verna into the default PLG answer on YouTube.

Quick Story:

Last month "10 growth tactics that never work" crossed 96,000 views on Lenny's Podcast. Same frameworks I post on LinkedIn every week. Same operator credibility that fills Reforge cohorts.

The same week, a VP Growth at a Series B SaaS told our team: "I've read Growth Scoop for a year — I didn't know Elena took advisory clients until I saw the lovable.app hub." She'd been a free subscriber. Never upgraded to paid. Never enrolled in Reforge.

That's not a content quality problem. That's an owned-channel problem. Zero uploads. Guest clips scattered across Lenny, 20VC, Peter Yang, and ProducTea. Undeniable PLG and monetization credibility. But no searchable library wired so every cold discovery hit routes to Growth Scoop, Reforge, or an advisory case study that proves ROI.

Meanwhile Kyle Poyar and Reforge's own channels ship 12-minute PLG playbooks with one CTA and capture the exact buyer searching "product-led sales framework" today. They don't have my Miro and Amplitude operator resume. I do. I'm just not packaging it on a channel I control.

Point 1: Authority And Owned Distribution Are Different Muscles

Why this matters: LinkedIn and Substack trust built Elena's brand for years. YouTube cold discovery runs on searchable titles, thumbnails, hooks, and subscription CTAs — not guest podcast clips with Lenny's branding in the thumbnail.

What to focus on: TOF PLG framework videos owned by Elena Verna. MOF product-led sales and monetization deep dives. BOF Growth Scoop upgrade proof and advisory case studies with real metrics.

A simple explanation: People who know you will read anything on Substack. People who don't know you need to find "Elena Verna PLG" on YouTube in the first 30 seconds — and know where to click in the description.

CTA to Lead Magnet (30% Through The Video):

If you want the exact 5-point audit we use before publishing any Elena Verna PLG video — the same checklist we're running to build the channel from zero — download the free PLG YouTube Channel Audit in the description.

Point 2: What The Channel Should Be Converting Viewers Into

Why this matters: Every view should have a path — $99/yr Growth Scoop upgrade, Reforge course enrollment, advisory inquiry, or speaking booking. Right now 97K-view frameworks accrue to Lenny's subscriber count.

What to focus on: Elena on-camera intros. Repurposed guest hits as owned videos. Hybrid interviews with advised companies. Shorts from long videos for cold PLG discovery.

A simple explanation: Lenny and Kyle Poyar win packaging on YouTube. I win operator credibility and Reforge depth. Combine both on an owned channel and zero subs becomes a newsletter and advisory machine.

Point 3: The 12-Week Plan

Why this matters: We're not starting from zero on ideas — 211K LinkedIn posts, 89K newsletter issues, Reforge curricula, and guest clips with proven view counts are the raw material.

What to focus on: Weeks 1–4 — meta gap video + two TOF PLG playbooks (10 growth tactics, product-led sales). Weeks 5–8 — advisory case study + Growth Scoop BOF + Reforge preview. Weeks 9–12 — Lovable insider + founder journey + advisory booking anchor with clip pipeline on every new upload going forward.

A simple explanation: Guest appearances built the demand. Owned-channel architecture turns that demand into Growth Scoop revenue you control.

CTA to Service (70% Through The Video):

If you want the full 12-week breakdown customized for Elena's Growth Scoop — content buckets, lead magnets, and Substack/Reforge routing — grab a time in the description. First video's on us.

If we worked together

Here's exactly what you'd get every month

You Record Once A Month

You hit the record button once a month & never worry about content again.

Full YouTube Strategy

We create a full long-term strategy that helps you make more sales.

4

Edited Videos

4 professionally edited videos monthly.

4

Scripts

4 professionally scripted videos.

8

Thumbnails

We want 2 thumbnails per video in order to A/B test them.

12

Short-Form Clips

12 short clips per month cut from your long-form videos — for YT Shorts, Reels, and TikTok.

2

Lead Magnets

2 unique lead magnets to attract potential customers.

16

Email Broadcasts

16 emails each month (per lead magnet) to constantly provide value.

1

Unique Email Sequence

1 unique email sequence for new joiners on your email list.

Full Content Rollout

All your videos & lead magnets posted on your behalf.

Past work

Some of the videos we've produced

Example 1

Example 2

Example 3

Best way to know if you'll like working with us?

Let us prove it...

Your First Video Is 100% FREE

Process For The FREE Video

  1. 01
    Both

    Hop On A Call

    Hop on a call with me so we can prepare everything for you.

  2. 02
    You

    Record & Send

    Just record the video & send us the footage & we'll take care of the rest!

  3. 03
    We Do-For-YOU

    Create Your Thumbnail

    We'll create a unique thumbnail that will guarantee clicks for your video.

  4. 04
    We Do-For-YOU

    Edit Your Video

    We'll edit your video for maximum sales.

  5. 05
    We Do-For-YOU

    Optimize & Post Your Video

    We'll optimize the video for sales & post it for you too.

  6. 06
    We Do-For-YOU

    Upload Your Video Within A Week!!!

    Your video is live & all you had to do was press record.

  1. Just respond to my email with any questions or let us know a good time to chat.
  2. Or book yourself in for a call below.

Whatever works for you!

P.S. Calendar is completely open for you, so book any time you like!

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Common questions

FAQ

How do you create the scripts for me?

We start by mapping out a long-term YouTube strategy that's built around your audience and your sales goals. Once the direction is set, we create detailed scripts for your 4 monthly videos.

Each script is designed to:

  • Hook — grab attention right away.
  • Deliver Value — teach, share insights, and build trust with your viewers.
  • Guide Next Steps — naturally point viewers toward your lead magnets so they join your list and enter your nurture system.

Your role is simple: review the scripts, record once a month, and we take care of the rest — editing, publishing, and even the email nurture. The whole process is set up so your content consistently builds trust and brings in leads without you needing to micromanage.

How do you measure success?

At the end of the day, success comes down to one thing: quality inbound leads showing up for you.

We track that by looking at the strongest signals of inbound growth — views, watch time, engagement, and how many people are joining your email list and booking calls from the content.

  • Video Retention — high retention means your ideal clients are watching through, learning, and actually finding the content useful.
  • Video Consensus — strong feedback (comments, likes, steady views) shows your audience is engaged and starting to take action.
  • Lead Magnet Downloads — each download is proof that someone wants to go deeper and solve a problem with your help.
  • Clicks to Your Service — link clicks to your service show strong interest.

When these metrics trend upward, your ideal clients are actually learning from your content. And if they're gaining value from free videos, they're much more likely to take the next step and invest in your paid service.

I'm already getting clients from other channels. Why YouTube?

Most serious buyers do their homework before they ever reach out. They're checking your LinkedIn, your website, and — increasingly — your YouTube. A real channel becomes the place where they get to see how you think, decide whether they trust you, and pre-qualify themselves before the call.

So even if cold outreach or ads are already filling your pipeline, YouTube does two things on top:

  • It warms up everyone you're already touching — show rates and close rates go up because they "already know you."
  • It compounds. One good video keeps bringing in inbound 12–24 months later — paid channels stop the second the budget does.

You don't have to swap one for the other. Stack them.

Do I need a big audience for this to work?

No. We've helped clients close real money with channels that were close to zero. The key isn't subscriber count — it's whether the content is hitting the exact people who could actually buy from you.

A 300-subscriber channel built around a sharp niche and a real offer can outperform a 100K channel with no funnel behind it. Views you can't convert aren't worth chasing. We build the funnel first, then drive search-intent traffic into it.

If you're starting from 0, that's actually an advantage: no legacy audience to confuse, no old content to repackage. Clean slate, right strategy.

What if I've tried YouTube before and it didn't work?

Almost everyone who's "tried YouTube" tried part of it. A few videos. No strategy. No funnel. No nurture. No consistency. Then they burnt out at month two and called it failed.

What we run is a full system: positioning, content lanes, scripting, packaging, editing, lead magnets, email sequences, and accountability so things actually ship. When all of those pieces fire together, the math changes — same effort, completely different result.

If your last attempt was a few videos thrown at the wall, this isn't the same thing.

What if I hate scripting or planning content?

That's exactly what we're here for. We handle the blank page so you never have to stare at one.

You get full, recording-ready scripts every month — hooks written, stories outlined, CTAs placed, even the on-screen prompts mapped out. Your only job is to show up, hit record, and read it in your own voice. Most clients do all 4 monthly videos in a single batch shoot once a month.

How is this different from just hiring an editor or freelancer?

An editor cuts your footage. That's roughly 10% of what makes a YouTube channel actually drive leads.

We run the whole back-end: strategy → scripts → packaging → editing → SEO → posting → lead magnets → email nurture → accountability. A standalone editor leaves you holding 90% of the work that determines whether your content actually converts.

Who else have you worked with?

Three featured client wins above (Simon Squibb, Scott Thomas, Jonni Shreve) plus 50+ founders and creators across coaching, B2B, fitness, finance, and e-commerce. The "Wall of actual client results" section higher up shows the unfiltered receipts.

How long will it take to get my video?

Once your video is submitted, we deliver all of the following within 1 week:

  • Unique Lead Magnet
  • Lead Magnet Webpage
  • Video Thumbnail
  • Video Editing
  • Video Optimizations (titles, descriptions, tags, chapters)
  • Video Upload

Note: we send all your scripts at once (unless you ask us not to) and work on all your videos in parallel. That's how we keep turnaround fast.

What makes you different to other content agencies?

It'll be hard to find someone else who does all of this at the same success rate as us.

HJ Creatives Content Agency YouTube Coach Editor Just You
Audience Research for Better YT Content
Full Content Strategy for Maximum Sales
Ideate, Script, Edit & Package Videos for Profit
Email List Building & Nurturing
Record Just Once A Month
What's the process if we work together?
  1. Onboarding Call — We fully onboard you onto the platform, then dive into your long-term goals, your perspective on the space, and more.
  2. Creating the Skeleton Plan — We take the information you've given us and create a skeleton plan.
  3. Kick Off Call — We share the plan with you and make sure you're completely happy with it.
  4. Deep Research — We conduct research by looking further into your niche and of course speaking with you.
  5. Creating the Full Plan — With all the necessary information we then create your full 12-week roadmap.
  6. Share the Full Plan — We share the full plan with you and again make sure you're happy.
  7. Video Script, Lead Magnet & Email Creation — We begin creating your first script, lead magnet, and emails.
  8. First Content Check — For your very first outputs we check that you're happy with the style and pacing.
  9. Content Scaling — We continue the process and finish the rest of your outputs.
  10. Second Content Check — Before posting, we check that you're happy with the outputs.
  11. Deliver Scripts — We deliver your scripts and wait for you to send them back recorded.
  12. Content Rollout — We roll out all your content on your behalf.

Ready to make Elena's Growth Scoop the go-to channel in your space?

Book a 30-minute call. No pitch, no slides — just a real conversation about what YouTube could do for Elena's Growth Scoop.

We only take on 3 new clients per month. Limited availability this quarter.

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