YouTube for Business: The Easy Path to Content
Published on: December 5 2022 by Social Media Examiner
YouTube for Business: The Easy Path to Content
Table of Contents
YouTube for Business: The Easy Path to Content
| startTime | durationTime | text |
| 00:00:00 | 00:00:01 | - You need to be thinking that this is content |
| 00:00:01 | 00:00:02 | that will live forever. |
| 00:00:02 | 00:00:06 | So this content, we need to be aiming it towards, |
| 00:00:06 | 00:00:08 | in a year, in five years, in 10 years, |
| 00:00:08 | 00:00:09 | people will still be watching it. |
| 00:00:09 | 00:00:13 | And so it's more, it's entry level, it's 101 stuff. |
| 00:00:13 | 00:00:14 | It's not the advanced stuff. |
| 00:00:14 | 00:00:16 | To get the advanced stuff, people need to hire you. |
| 00:00:16 | 00:00:18 | (animals calling) (guitar ringing) |
| 00:00:18 | 00:00:21 | - Today, I'm very excited to be joined by Evan Carmichael. |
| 00:00:21 | 00:00:23 | If you don't know who Evan Carmichael is, |
| 00:00:23 | 00:00:25 | you need to know who he is. |
| 00:00:25 | 00:00:26 | He's a successful YouTuber |
| 00:00:26 | 00:00:30 | with more than 3.4 million subscribers, |
| 00:00:30 | 00:00:34 | and more than 540 million video views. |
| 00:00:34 | 00:00:37 | His latest book is called "Built to Serve", |
| 00:00:37 | 00:00:40 | and his course is called "BrandLytiks". |
| 00:00:40 | 00:00:42 | Evan, welcome back to the show, how you doing today? |
| 00:00:42 | 00:00:42 | - I'm great, man. |
| 00:00:42 | 00:00:45 | Great to be here, I love it. I'm excited to dive in. |
| 00:00:45 | 00:00:48 | - Well, I am excited that we're gonna dive into some stuff |
| 00:00:48 | 00:00:50 | that we both are passionate about. |
| 00:00:50 | 00:00:51 | And today Evan and I are gonna explore |
| 00:00:51 | 00:00:55 | how to create content on YouTube |
| 00:00:55 | 00:00:56 | that benefits your business. |
| 00:00:57 | 00:01:01 | Evan, there are people listening right now who are |
| 00:01:01 | 00:01:04 | kind of like I was when you first met me |
| 00:01:04 | 00:01:06 | at VidSummit many years ago, |
| 00:01:06 | 00:01:11 | all in on Instagram or Facebook or Twitter or TikTok. |
| 00:01:12 | 00:01:16 | But maybe for whatever reason they have not yet |
| 00:01:16 | 00:01:18 | drank the YouTube Kool-Aid. |
| 00:01:18 | 00:01:21 | So why don't you tell everybody why their business |
| 00:01:21 | 00:01:22 | should be on YouTube? |
| 00:01:22 | 00:01:24 | Let's go ahead and deal with the people |
| 00:01:24 | 00:01:26 | that might be skeptikal. |
| 00:01:26 | 00:01:26 | - Yeah. |
| 00:01:26 | 00:01:28 | Well, listen, if you're all in on Facebook or Instagram |
| 00:01:28 | 00:01:29 | right now, you are definitely struggling. |
| 00:01:29 | 00:01:33 | TikTok at least has a viable case for, but why YouTube? |
| 00:01:33 | 00:01:34 | A couple things. |
| 00:01:34 | 00:01:37 | One, recognize that whatever you wanna sell, |
| 00:01:37 | 00:01:39 | we wanna put education in front of. |
| 00:01:39 | 00:01:40 | And a lot of times what you're doing |
| 00:01:40 | 00:01:42 | is having these one-on-one conversations with customers. |
| 00:01:42 | 00:01:44 | If we can film some of that content |
| 00:01:44 | 00:01:46 | so that it hits the masses, |
| 00:01:46 | 00:01:48 | it allows you to attract a lot more ideal clients to you. |
| 00:01:48 | 00:01:51 | So it's not just about how do I become an influencer. |
| 00:01:51 | 00:01:52 | That maybe some of this audience, |
| 00:01:52 | 00:01:54 | but most of the time I'm dealing with entrepreneurs |
| 00:01:54 | 00:01:54 | who have a business. |
| 00:01:54 | 00:01:58 | It's like, how do we make money from our YouTube channel |
| 00:01:58 | 00:01:59 | to grow our business? |
| 00:01:59 | 00:02:01 | And whenever you put education in front, |
| 00:02:01 | 00:02:02 | that's when you start to win. |
| 00:02:02 | 00:02:04 | There's a couple of advantages that YouTube has |
| 00:02:04 | 00:02:06 | over every other platform. |
| 00:02:06 | 00:02:08 | Number one. Your content lives forever. |
| 00:02:08 | 00:02:10 | So whatever you make right now. |
| 00:02:10 | 00:02:12 | This interview that we're filming right now |
| 00:02:12 | 00:02:14 | will live in a year, two years, five years, |
| 00:02:14 | 00:02:16 | people will continue to find you. |
| 00:02:16 | 00:02:18 | And as long as you're saying stuff that is evergreen, |
| 00:02:18 | 00:02:22 | that in a year, three years, five years, is still relevant, |
| 00:02:22 | 00:02:24 | It allows you to generate leads, to make money, |
| 00:02:24 | 00:02:26 | to generate newsletter signups, to sell your programs, |
| 00:02:26 | 00:02:28 | books, whatever it is that you're selling, forever. |
| 00:02:28 | 00:02:31 | Where every other platform, Instagram, TikTok, |
| 00:02:31 | 00:02:34 | LinkedIn, Facebook, et cetera. |
| 00:02:34 | 00:02:35 | It's gone after a week, right? |
| 00:02:35 | 00:02:36 | It's like, it's Insta. |
| 00:02:36 | 00:02:37 | That's why it's called Instagram. |
| 00:02:37 | 00:02:39 | So you're constantly on this hamster wheel |
| 00:02:39 | 00:02:41 | of making content, and if you stop, you become irrelevant. |
| 00:02:41 | 00:02:44 | Where your content on YouTube can live forever. |
| 00:02:44 | 00:02:45 | The second thing is YouTube will pay you. |
| 00:02:45 | 00:02:47 | They're like, do you wanna make some money? |
| 00:02:47 | 00:02:49 | YouTube can actually pay you to make content, |
| 00:02:49 | 00:02:51 | and has the best revenue sharing program |
| 00:02:51 | 00:02:54 | of all the platforms, which is why a lot of creators |
| 00:02:54 | 00:02:55 | are on there creating. |
| 00:02:55 | 00:02:57 | And the third is YouTube gives you the best data |
| 00:02:57 | 00:03:00 | to be able to cut up your content for every other platform. |
| 00:03:00 | 00:03:02 | And we might dive into this later on as we go, |
| 00:03:02 | 00:03:05 | but if you are struggling right now, |
| 00:03:05 | 00:03:08 | thinking of YouTube as just another place to be, |
| 00:03:08 | 00:03:10 | oh my gosh, you gotta be on all these platforms, |
| 00:03:10 | 00:03:13 | and now Michael and and Carmichael are telling me, |
| 00:03:13 | 00:03:15 | you gotta go on YouTube as well, I was like, |
| 00:03:15 | 00:03:18 | I got a business to run guys, don't you know? |
| 00:03:18 | 00:03:19 | the way to be on every platform |
| 00:03:19 | 00:03:23 | is to only make long form YouTube content. |
| 00:03:23 | 00:03:25 | So 10 minutes to three hour long content, |
| 00:03:25 | 00:03:26 | and then cut up the best moments |
| 00:03:26 | 00:03:28 | to be on every single platform. |
| 00:03:28 | 00:03:30 | So if you're worried about having your business to run, |
| 00:03:30 | 00:03:33 | which I respect and appreciate, then YouTube, |
| 00:03:33 | 00:03:36 | you wanna think about it as above every other platform, |
| 00:03:36 | 00:03:38 | and that feeds the content so that you can be |
| 00:03:38 | 00:03:41 | on every platform at the same time. |
| 00:03:41 | 00:03:44 | - I think of YouTube like I think of Google search |
| 00:03:44 | 00:03:45 | a little bit. |
| 00:03:45 | 00:03:46 | I know it's different, |
| 00:03:46 | 00:03:48 | but I run a big website that's a blog. |
| 00:03:48 | 00:03:52 | And historically back when I started this site in 2009, |
| 00:03:52 | 00:03:54 | it was all about creating content |
| 00:03:54 | 00:03:57 | that was what people were seeking out, right? |
| 00:03:57 | 00:03:59 | And the more I could create that content |
| 00:03:59 | 00:04:02 | and the more YouTube, I'm sorry, Google, |
| 00:04:02 | 00:04:04 | thought that that content was really awesome, |
| 00:04:04 | 00:04:05 | the more traffic they would bring to my website, |
| 00:04:05 | 00:04:07 | the more I could grow my email list |
| 00:04:07 | 00:04:09 | and the more I could sell my conference |
| 00:04:09 | 00:04:11 | and everything else that I was selling. |
| 00:04:11 | 00:04:13 | I see YouTube is pretty much the same thing. |
| 00:04:13 | 00:04:16 | It's owned by the same company. It just happens to be video. |
| 00:04:16 | 00:04:20 | I mean, is that a kind of an accurate parallel if you will? |
| 00:04:20 | 00:04:22 | - That's a great analogy for sure. I love it. |
| 00:04:22 | 00:04:25 | You gotta think, when people are struggling |
| 00:04:25 | 00:04:27 | to make a buying decision, where are they going to find, |
| 00:04:27 | 00:04:28 | like, what are you an expert at, right? |
| 00:04:28 | 00:04:31 | For the viewer watching this, you're an expert at something. |
| 00:04:31 | 00:04:32 | That's why you're an entrepreneur. |
| 00:04:32 | 00:04:34 | You're selling your expertise. |
| 00:04:34 | 00:04:36 | So when somebody's looking for someone like you, |
| 00:04:36 | 00:04:36 | what are they doing? |
| 00:04:36 | 00:04:38 | They're going online and they're searching. |
| 00:04:38 | 00:04:41 | And YouTube videos are showing up in Google search results. |
| 00:04:41 | 00:04:44 | But for a lot of people, people just go to YouTube now |
| 00:04:44 | 00:04:47 | as the first place to go to learn, |
| 00:04:47 | 00:04:49 | 'cause there's so many visual learners, |
| 00:04:49 | 00:04:52 | we'd rather see a video than just read text about it. |
| 00:04:52 | 00:04:54 | And YouTube has become the default place. |
| 00:04:54 | 00:04:57 | This was not the case a number of years ago, Michael. |
| 00:04:57 | 00:04:59 | When I started in 2009, |
| 00:04:59 | 00:05:01 | education was not a thing on YouTube. |
| 00:05:01 | 00:05:04 | I'm making six minute long videos |
| 00:05:04 | 00:05:05 | and people thought it was crazy. |
| 00:05:05 | 00:05:06 | It's like, that's way too long. |
| 00:05:06 | 00:05:07 | Nobody's gonna watch this. |
| 00:05:07 | 00:05:09 | Now the one to three hour category |
| 00:05:09 | 00:05:11 | is the single biggest growth category |
| 00:05:11 | 00:05:13 | inside of education on YouTube |
| 00:05:13 | 00:05:16 | because people are going to learn. |
| 00:05:16 | 00:05:18 | And when they see you and you know what you're toking about |
| 00:05:18 | 00:05:20 | and they can make that personal connection with you, |
| 00:05:20 | 00:05:22 | it's like, wow, this person, I know them, |
| 00:05:22 | 00:05:23 | I like them, I trust them. |
| 00:05:23 | 00:05:25 | I wanna do business with them. I wanna hire them. |
| 00:05:25 | 00:05:28 | I wanna buy their courses and books, et cetera. |
| 00:05:28 | 00:05:30 | So it is definitely the place now, |
| 00:05:30 | 00:05:33 | not for everybody, but for a giant percentage |
| 00:05:33 | 00:05:36 | of the population, they are going to YouTube to learn, |
| 00:05:36 | 00:05:38 | and I want your videos to be the ones that show up. |
| 00:05:38 | 00:05:40 | - Outstanding. |
| 00:05:40 | 00:05:44 | So you work with a lot of different kinds of businesses |
| 00:05:44 | 00:05:46 | and entrepreneurs and creators, |
| 00:05:46 | 00:05:49 | and you probably see some of the biggest mistakes |
| 00:05:49 | 00:05:51 | that people are making. |
| 00:05:51 | 00:05:55 | And why don't you share some of those big mistakes, |
| 00:05:55 | 00:05:57 | because I'm sure I've made these mistakes, |
| 00:05:57 | 00:05:59 | and I'm sure you used to make these mistakes. |
| 00:05:59 | 00:06:02 | But if we can identify some of these mistakes, |
| 00:06:02 | 00:06:05 | then we can help people hopefully avoid doing them, |
| 00:06:05 | 00:06:07 | because you don't know you're doing something wrong |
| 00:06:07 | 00:06:10 | until someone like you helps open our eyes. |
| 00:06:10 | 00:06:11 | So what are some of the big, common things |
| 00:06:11 | 00:06:13 | that you see people screw up when it comes to YouTube? |
| 00:06:13 | 00:06:17 | - And the preface is my expertise is to help people |
| 00:06:17 | 00:06:19 | in education, thought leadership, entrepreneurship. |
| 00:06:19 | 00:06:22 | If you want to grow a slime channel or ballerina channel |
| 00:06:22 | 00:06:24 | or something, I may not be the best person for you. |
| 00:06:24 | 00:06:27 | But inside of education, thought leadership, I'm, |
| 00:06:28 | 00:06:30 | among the best, if I'll humbly say, |
| 00:06:30 | 00:06:32 | is my Canadian coming out. |
| 00:06:32 | 00:06:33 | So some of the mistakes that people make. |
| 00:06:33 | 00:06:35 | The first is, they don't make content |
| 00:06:35 | 00:06:38 | that leads people towards a sale. |
| 00:06:38 | 00:06:40 | So before we even starting off with |
| 00:06:40 | 00:06:42 | the content you're making, it's like, well, |
| 00:06:42 | 00:06:43 | what are we trying to sell? |
| 00:06:43 | 00:06:44 | What are we trying to get eyeballs on? |
| 00:06:44 | 00:06:47 | And making content that will help us gear towards that. |
| 00:06:47 | 00:06:48 | So if you ever feel like I'm making content, |
| 00:06:48 | 00:06:50 | I'm making content, making videos, |
| 00:06:50 | 00:06:51 | but it's not growing my business. |
| 00:06:51 | 00:06:53 | Well, it wasn't designed to from the beginning, |
| 00:06:53 | 00:06:56 | 'cause you're making the wrong type of content. |
| 00:06:56 | 00:06:58 | The second one is people are making too much content |
| 00:06:58 | 00:07:00 | that they don't enjoy doing. |
| 00:07:00 | 00:07:02 | And most people at the beginning are not- |
| 00:07:02 | 00:07:04 | - Wait, wait, let's go back for a second, because, |
| 00:07:04 | 00:07:06 | I wanna go back to making content |
| 00:07:06 | 00:07:07 | that doesn't lead people to, |
| 00:07:07 | 00:07:10 | we're gonna probably address this in a little bit later on |
| 00:07:10 | 00:07:11 | how to do this right. |
| 00:07:11 | 00:07:14 | But the kind of content that you're not making |
| 00:07:14 | 00:07:15 | that leads people towards the sale, |
| 00:07:15 | 00:07:17 | like give us an example, maybe you were doing this |
| 00:07:17 | 00:07:20 | back in the day, like what's an example of, |
| 00:07:20 | 00:07:23 | that someone can relate to, of a piece of content |
| 00:07:23 | 00:07:24 | that they thought might have made sense, |
| 00:07:24 | 00:07:26 | but it wasn't leading them towards the sale. |
| 00:07:26 | 00:07:27 | - Well, for example, |
| 00:07:27 | 00:07:29 | say you're a consultant or you're a coach. |
| 00:07:29 | 00:07:30 | You're selling your expertise |
| 00:07:30 | 00:07:32 | and you're gonna be coaching people, |
| 00:07:32 | 00:07:34 | consulting people through the process |
| 00:07:34 | 00:07:35 | of improving their marketing. |
| 00:07:36 | 00:07:38 | What people will often do is then make a video, |
| 00:07:38 | 00:07:41 | it says, the eight ways to improve your marketing. |
| 00:07:41 | 00:07:43 | And that sounds like it might be a good strategy. |
| 00:07:43 | 00:07:46 | The problem is, I need to see you coaching. |
| 00:07:46 | 00:07:48 | So whatever you want to sell, |
| 00:07:48 | 00:07:50 | show me the process of you doing it. |
| 00:07:50 | 00:07:52 | How well you can deliver a speech |
| 00:07:52 | 00:07:55 | doesn't mean you're gonna be a great consultant |
| 00:07:55 | 00:07:56 | or coach for me. |
| 00:07:56 | 00:07:57 | And so we're often feeling like |
| 00:07:57 | 00:08:00 | we're forced into these boxes of content creation. |
| 00:08:00 | 00:08:02 | Like I have to make it this certain way, |
| 00:08:02 | 00:08:04 | I have to make this toking head video of direct to camera, |
| 00:08:04 | 00:08:06 | which is often really stressful for people, |
| 00:08:06 | 00:08:07 | they have to memorize a script, |
| 00:08:07 | 00:08:09 | they're nervous, they're sweating. |
| 00:08:09 | 00:08:11 | Where most people are actually better |
| 00:08:11 | 00:08:12 | in front of somebody else. |
| 00:08:12 | 00:08:14 | Like you're actually coaching somebody else, |
| 00:08:14 | 00:08:15 | helping through the process. |
| 00:08:15 | 00:08:16 | So what are you selling? |
| 00:08:16 | 00:08:18 | It's always the first question I ask people |
| 00:08:18 | 00:08:19 | when we're getting started. |
| 00:08:19 | 00:08:21 | What do you want- - Okay, so let's pause that, |
| 00:08:21 | 00:08:23 | 'cause we're gonna get into that a little bit later. |
| 00:08:23 | 00:08:25 | So the problem is that you're just creating stuff |
| 00:08:25 | 00:08:28 | that you think is gonna get you some views on YouTube, |
| 00:08:28 | 00:08:30 | but isn't going to help your business. |
| 00:08:30 | 00:08:31 | That's really the problem. |
| 00:08:31 | 00:08:33 | It's not leading people towards the sale. |
| 00:08:33 | 00:08:34 | The second thing you were about to say |
| 00:08:34 | 00:08:36 | was something about it not being enjoyable. |
| 00:08:36 | 00:08:39 | Go ahead and tok about that a little bit. |
| 00:08:39 | 00:08:40 | - Yeah. |
| 00:08:40 | 00:08:42 | So many of us are dreading being in front of the camera. |
| 00:08:42 | 00:08:43 | And it was me too. |
| 00:08:43 | 00:08:45 | It was 350 videos that I made |
| 00:08:45 | 00:08:48 | until I wasn't completely embarrassed by myself. |
| 00:08:48 | 00:08:53 | And so if you want to keep doing anything, it has to be fun. |
| 00:08:53 | 00:08:56 | If you're doing it only for strategy, |
| 00:08:56 | 00:08:56 | then you're gonna lose. |
| 00:08:56 | 00:08:58 | Like somebody might say, hey Michael, start a podcast, |
| 00:08:58 | 00:08:59 | it's a great strategy. |
| 00:08:59 | 00:09:01 | But if you didn't actually enjoy toking to people, |
| 00:09:01 | 00:09:04 | and you're so great at pulling out the nuggets |
| 00:09:04 | 00:09:06 | and guiding the conversation wherever you want to take it. |
| 00:09:06 | 00:09:08 | I mean, it's great, it's a skill. |
| 00:09:08 | 00:09:09 | But you like it, it's fun. |
| 00:09:09 | 00:09:10 | - I do enjoy it. |
| 00:09:10 | 00:09:13 | - We did a prep call before this, most people don't do that. |
| 00:09:13 | 00:09:16 | Michael really wants to get the best out of every guest. |
| 00:09:16 | 00:09:17 | And so unless you really enjoy it, |
| 00:09:17 | 00:09:19 | even if it's a good strategy, you won't do it. |
| 00:09:19 | 00:09:21 | And so many people are doing it |
| 00:09:21 | 00:09:23 | because they think it's a good strategy. |
| 00:09:23 | 00:09:25 | And then when they look at, oh, I gotta make YouTube videos. |
| 00:09:25 | 00:09:29 | It's this dread or this burden like, oh my gosh, |
| 00:09:29 | 00:09:30 | I don't wanna do this thing. |
| 00:09:30 | 00:09:32 | You will not win if you're doing work that you hate, |
| 00:09:32 | 00:09:33 | especially long term. |
| 00:09:33 | 00:09:35 | And so the next trick is to figure out, |
| 00:09:35 | 00:09:37 | okay, inside of content creation, |
| 00:09:37 | 00:09:39 | there's so many different things that you could do. |
| 00:09:39 | 00:09:42 | What would you actually enjoy doing? |
| 00:09:42 | 00:09:45 | And let's tweak that, so it's like, heart first, |
| 00:09:45 | 00:09:48 | and then let's use the brain to tweak the formatting |
| 00:09:48 | 00:09:49 | so that it's something that you will enjoy |
| 00:09:49 | 00:09:51 | and get results from as well. |
| 00:09:51 | 00:09:52 | - The other thing we toked about |
| 00:09:52 | 00:09:55 | when we were in pre-conference or our pre-call, |
| 00:09:55 | 00:09:57 | which by the way, everybody, just so you know, |
| 00:09:57 | 00:09:59 | we do this with every one of our guests, |
| 00:09:59 | 00:10:00 | typically about a week before, |
| 00:10:00 | 00:10:03 | just because it results in better output. |
| 00:10:03 | 00:10:04 | One of the things you toked about was, |
| 00:10:04 | 00:10:06 | hey, this isn't like the other social platforms. |
| 00:10:06 | 00:10:08 | So what do people need to be thinking about |
| 00:10:08 | 00:10:09 | when it comes to that? |
| 00:10:09 | 00:10:11 | Because YouTube is its own little beast, right? |
| 00:10:11 | 00:10:12 | - Yeah. |
| 00:10:12 | 00:10:13 | You need to be thinking that this is content |
| 00:10:13 | 00:10:14 | that will live forever. |
| 00:10:14 | 00:10:16 | So this content, |
| 00:10:16 | 00:10:19 | we need to be aiming it towards in a year, |
| 00:10:19 | 00:10:20 | in five years, in 10 years, |
| 00:10:20 | 00:10:21 | people will still be watching it. |
| 00:10:21 | 00:10:24 | And so it's more, it's entry level. |
| 00:10:24 | 00:10:25 | It's 101 stuff. |
| 00:10:25 | 00:10:26 | It's not the advanced stuff. |
| 00:10:26 | 00:10:28 | To get the advanced stuff people need to hire you. |
| 00:10:28 | 00:10:30 | To get the advanced stuff, that's why they're calling you, |
| 00:10:30 | 00:10:31 | that's why they're getting your email list, |
| 00:10:31 | 00:10:33 | that's why they're buying your books, et cetera. |
| 00:10:33 | 00:10:36 | So it's content that will live forever. |
| 00:10:36 | 00:10:38 | The first minute is really gonna matter |
| 00:10:38 | 00:10:39 | to try to hook the attention. |
| 00:10:39 | 00:10:42 | But then long form works incredibly well. |
| 00:10:42 | 00:10:45 | A lot of people have this misconception about YouTube |
| 00:10:45 | 00:10:46 | when they compare it to the other platforms, |
| 00:10:46 | 00:10:49 | because nobody's gonna watch a 10 minute video, |
| 00:10:49 | 00:10:51 | it's like, well, they will, |
| 00:10:51 | 00:10:53 | and they'll stik around for an hour plus. |
| 00:10:53 | 00:10:54 | How did Joe Rogan blow up? |
| 00:10:54 | 00:10:57 | It's because he's making long form three hour videos |
| 00:10:57 | 00:10:59 | that's great content. |
| 00:10:59 | 00:11:02 | And so it's just a mindset shift for most people |
| 00:11:02 | 00:11:04 | where they're used to things being a certain way, |
| 00:11:04 | 00:11:06 | and Instagram, TikTok, pretty close, |
| 00:11:06 | 00:11:08 | but YouTube is a different beast, |
| 00:11:08 | 00:11:10 | that again, sits on top of them all. |
| 00:11:10 | 00:11:11 | - I love that, because it's true |
| 00:11:11 | 00:11:14 | that in the social media marketing side of things, |
| 00:11:14 | 00:11:17 | which is traditional, like Twitter, |
| 00:11:17 | 00:11:20 | TikTok, Instagram, Facebook, |
| 00:11:20 | 00:11:23 | it's all about bite size content, snackable content, right? |
| 00:11:23 | 00:11:27 | But YouTube is really about like, hey, this is like, |
| 00:11:27 | 00:11:29 | I wanna go deep, right? |
| 00:11:29 | 00:11:32 | I wanna really, really, really learn something, |
| 00:11:32 | 00:11:34 | or I wanna get entertained. |
| 00:11:34 | 00:11:35 | I mean in our case, |
| 00:11:35 | 00:11:38 | it's really all about educational content. |
| 00:11:38 | 00:11:42 | And that's hard for sometimes marketers |
| 00:11:42 | 00:11:43 | to wrap their brain around because if they're used |
| 00:11:43 | 00:11:48 | to creating like a ten second story, or a 15 second story, |
| 00:11:48 | 00:11:51 | and now all of a sudden they gotta do a 10 minute video. |
| 00:11:51 | 00:11:54 | They gotta wrap their brain around that. |
| 00:11:54 | 00:11:56 | - And let's use those skills. |
| 00:11:56 | 00:11:58 | Let's put it to good use. |
| 00:11:58 | 00:12:00 | So the first minute of our YouTube video |
| 00:12:00 | 00:12:02 | really still matters, matters a lot. |
| 00:12:02 | 00:12:05 | So we're trying to target people who don't know who we are. |
| 00:12:05 | 00:12:06 | We don't wanna tok to our current fans |
| 00:12:06 | 00:12:08 | and people who know us, we wanna reach new markets. |
| 00:12:08 | 00:12:11 | So people have no idea who you are. |
| 00:12:11 | 00:12:12 | And so one of the big mistakes that people make |
| 00:12:12 | 00:12:15 | when they're creating their YouTube videos is, |
| 00:12:15 | 00:12:16 | hey guys, welcome back, it's me, Evan. |
| 00:12:16 | 00:12:19 | Wow, happy, whatever day it is, so glad that you're here. |
| 00:12:19 | 00:12:20 | It's like, okay, goodbye. |
| 00:12:20 | 00:12:23 | People are tuning out, and they'll fall off really quickly. |
| 00:12:23 | 00:12:25 | So everything that you've learned |
| 00:12:25 | 00:12:27 | as a marketer to capture attention, |
| 00:12:27 | 00:12:28 | your headline and your sub-headline |
| 00:12:28 | 00:12:30 | and your newsletter subject, |
| 00:12:30 | 00:12:32 | like all that stuff really, really, really still matters |
| 00:12:32 | 00:12:33 | for the first minute. |
| 00:12:33 | 00:12:35 | So the opening has to hook me in. |
| 00:12:35 | 00:12:38 | This is not a new marketing language or terminology, right? |
| 00:12:38 | 00:12:40 | Like you have to have a hook to make people wanna continue |
| 00:12:40 | 00:12:42 | reading down your landing page. |
| 00:12:42 | 00:12:44 | Just don't stop. |
| 00:12:44 | 00:12:46 | I mean, that's the only thing that I wanna add onto it. |
| 00:12:46 | 00:12:47 | So we have your hook |
| 00:12:47 | 00:12:48 | and you're giving some bite size information. |
| 00:12:48 | 00:12:50 | Cool, now we've got them for a minute. |
| 00:12:50 | 00:12:52 | Once you have them for a minute, they will stay with you |
| 00:12:52 | 00:12:54 | as long as you're giving value. |
| 00:12:54 | 00:12:56 | You have to do something incredibly wrong to lose people, |
| 00:12:56 | 00:12:58 | to see a sharp drop. |
| 00:12:58 | 00:13:00 | And so this is where experts can win. |
| 00:13:00 | 00:13:01 | And so right now we're toking |
| 00:13:01 | 00:13:03 | to the experts of you out there. |
| 00:13:03 | 00:13:05 | If you don't know what you're toking about, |
| 00:13:05 | 00:13:06 | if you're not an expert yet, |
| 00:13:06 | 00:13:08 | you're gonna have a really hard time. |
| 00:13:08 | 00:13:10 | A lot of people who are going from Instagram to YouTube |
| 00:13:10 | 00:13:12 | have a hard time, not just in the format change, |
| 00:13:12 | 00:13:15 | but they don't know enough to share for 20 minutes |
| 00:13:15 | 00:13:17 | without repeating themselves eight times. |
| 00:13:17 | 00:13:19 | That is a real problem. |
| 00:13:19 | 00:13:21 | I can't help you with that. |
| 00:13:21 | 00:13:24 | Like if Michael wasn't good, I can't say Michael, |
| 00:13:24 | 00:13:26 | okay, you have to get better and know more. |
| 00:13:26 | 00:13:28 | - But here's what you can do. |
| 00:13:28 | 00:13:30 | You can do what we do at Social Media Examiner, |
| 00:13:30 | 00:13:31 | which is we bring the experts in studio |
| 00:13:31 | 00:13:33 | and we film the experts. |
| 00:13:33 | 00:13:36 | So if you've seen our YouTube channel, it's rarely me. |
| 00:13:36 | 00:13:38 | It's almost always somebody who's an expert |
| 00:13:38 | 00:13:42 | on TikTok or Instagram or Facebook ads |
| 00:13:42 | 00:13:44 | that we're bringing in studio and we're filming |
| 00:13:44 | 00:13:47 | longer videos that are typically at least 10 minutes long. |
| 00:13:47 | 00:13:49 | And if you have access to them, |
| 00:13:49 | 00:13:53 | for those of you that are not the person listening to this |
| 00:13:53 | 00:13:55 | who has all the wisdom, |
| 00:13:55 | 00:13:56 | you might have them working inside your company. |
| 00:13:56 | 00:13:58 | They might be your customers, right? |
| 00:13:59 | 00:14:00 | - Potentially. |
| 00:14:00 | 00:14:02 | It all comes down to the first question, |
| 00:14:02 | 00:14:03 | what do you want to sell? |
| 00:14:03 | 00:14:05 | So if you are the expert or you're trying to be |
| 00:14:05 | 00:14:07 | the expert selling your thing, |
| 00:14:07 | 00:14:09 | I don't care if you have guests coming on. |
| 00:14:09 | 00:14:12 | If you're the Larry King asking great questions, cool, |
| 00:14:12 | 00:14:13 | but why would I ever hire you? |
| 00:14:13 | 00:14:15 | I need to know that you are the person. |
| 00:14:15 | 00:14:16 | So it still will come down to, |
| 00:14:16 | 00:14:19 | if you're gonna sell your events, which are amazing. |
| 00:14:19 | 00:14:22 | You have not built the brand around, |
| 00:14:22 | 00:14:24 | like it has to be you doing everything. |
| 00:14:24 | 00:14:26 | You liked shining the spotlight on other people, |
| 00:14:26 | 00:14:28 | you have this insatiable curiosity |
| 00:14:28 | 00:14:31 | to learn from people who are experts at something, |
| 00:14:31 | 00:14:33 | and that's who you invite to your shows. |
| 00:14:33 | 00:14:36 | And they've been vetted through you. |
| 00:14:36 | 00:14:38 | People don't just get up on your stage and tok. |
| 00:14:38 | 00:14:39 | It's like they have been vetted through you |
| 00:14:39 | 00:14:40 | and you've got your process. |
| 00:14:40 | 00:14:44 | And so for you to then bring on experts for your show |
| 00:14:44 | 00:14:45 | makes a lot of sense, because it connects |
| 00:14:45 | 00:14:47 | to what you're selling. |
| 00:14:47 | 00:14:48 | Depends on the people who are watching this. |
| 00:14:48 | 00:14:52 | If you are selling something similar like that, cool. |
| 00:14:52 | 00:14:54 | But a lot of times doing that kind of podcast style |
| 00:14:54 | 00:14:57 | where you're bringing in guests doesn't end up helping you |
| 00:14:57 | 00:14:59 | sell the thing that you're trying to sell. |
| 00:14:59 | 00:15:00 | So I always start with, |
| 00:15:00 | 00:15:02 | what are you trying to sell as an entrepreneur? |
| 00:15:02 | 00:15:04 | And then let's make content around that |
| 00:15:04 | 00:15:06 | to help drive the right prospects to you. |
| 00:15:06 | 00:15:07 | - Perfect. |
| 00:15:07 | 00:15:10 | So we're into the solution here, |
| 00:15:10 | 00:15:11 | where we're beginning to tok about |
| 00:15:11 | 00:15:13 | how to actually create great content. |
| 00:15:13 | 00:15:15 | What do you want to sell? |
| 00:15:15 | 00:15:18 | So we have people that are selling e-commerce products |
| 00:15:18 | 00:15:19 | that are listening to this. |
| 00:15:19 | 00:15:22 | We have people that are selling their knowledge. |
| 00:15:22 | 00:15:24 | We have lots of consultants and agency owners |
| 00:15:24 | 00:15:25 | that are part of our audience. |
| 00:15:25 | 00:15:26 | And by the way, |
| 00:15:26 | 00:15:28 | for those that hear sounds in the background, |
| 00:15:28 | 00:15:30 | Evan is standing on a little trampoline. |
| 00:15:30 | 00:15:32 | - Am I moving too much? |
| 00:15:32 | 00:15:34 | - No, but, you hear the springs, you know? |
| 00:15:34 | 00:15:35 | - I tried really hard to stand still. |
| 00:15:35 | 00:15:37 | - It's all good, it's all good. |
| 00:15:37 | 00:15:41 | So, everybody is selling something. |
| 00:15:41 | 00:15:45 | And whatever it is you wanna sell, like in our case, |
| 00:15:45 | 00:15:48 | we are bringing experts in studio that we antikipate |
| 00:15:48 | 00:15:50 | will likely also be speaking at our events, right? |
| 00:15:50 | 00:15:53 | So we are shining a spotlight on these people, |
| 00:15:53 | 00:15:55 | with the hypothesis that people wanna learn more |
| 00:15:55 | 00:15:56 | from those people and come to our event |
| 00:15:56 | 00:15:58 | and meet them in person. |
| 00:16:00 | 00:16:03 | But sometimes even when I'm doing podcast style interviews, |
| 00:16:03 | 00:16:05 | and we know we have an event coming up, |
| 00:16:05 | 00:16:07 | and one of our guests has been a speaker |
| 00:16:07 | 00:16:10 | at our conference in the past, I will inject, hey, |
| 00:16:10 | 00:16:13 | you've been to Social Media Marketing World. |
| 00:16:13 | 00:16:15 | What's it like for those that are considering it? |
| 00:16:15 | 00:16:17 | So that's my chance to kind of get it out there. |
| 00:16:17 | 00:16:20 | But let's zoom in on the audience that I know |
| 00:16:20 | 00:16:22 | you primarily target, which is the thought leadership, |
| 00:16:22 | 00:16:25 | the people that have wisdom inside their brain, okay? |
| 00:16:25 | 00:16:27 | So what are they typically selling, Evan, |
| 00:16:27 | 00:16:30 | when you're coaching or you've got students in your program |
| 00:16:30 | 00:16:32 | or whatever, or your fans, |
| 00:16:32 | 00:16:33 | what kind of stuff are they mostly selling? |
| 00:16:33 | 00:16:35 | They're selling consulting, generally, is that right? |
| 00:16:35 | 00:16:36 | Or courses. |
| 00:16:36 | 00:16:38 | - Courses, books, consulting. |
| 00:16:38 | 00:16:40 | And listen, just to your point. |
| 00:16:40 | 00:16:42 | I said in my last response |
| 00:16:42 | 00:16:44 | about the great events that you put on. |
| 00:16:44 | 00:16:46 | And we're toking about your events. |
| 00:16:46 | 00:16:48 | So it's great to have speakers come on the show |
| 00:16:48 | 00:16:49 | because we can tok about the thing |
| 00:16:49 | 00:16:51 | without ever promoting the thing. |
| 00:16:51 | 00:16:52 | - Good point. - So it doesn't |
| 00:16:52 | 00:16:53 | have to be heavy handed. |
| 00:16:53 | 00:16:53 | Like it just comes up naturally |
| 00:16:53 | 00:16:55 | because that's how we know each other. |
| 00:16:55 | 00:16:59 | So if you're selling coaching, for example, perfect. |
| 00:16:59 | 00:17:01 | One of the hardest things for a lot of coaches to do |
| 00:17:01 | 00:17:02 | is do this direct to camera. |
| 00:17:02 | 00:17:05 | Just get in front of a camera in a studio and press record |
| 00:17:05 | 00:17:09 | and be eloquent and not be nervous and not have to memorize |
| 00:17:09 | 00:17:10 | a huge script is really, really, |
| 00:17:10 | 00:17:11 | really difficult for people. |
| 00:17:11 | 00:17:14 | 'Cause your goal is not to be a speaker. |
| 00:17:14 | 00:17:15 | Your goal is to be a coach. |
| 00:17:15 | 00:17:17 | So don't try to be a speaker. |
| 00:17:17 | 00:17:18 | Be a coach. |
| 00:17:18 | 00:17:20 | 'Cause I'm not gonna hire you to be my coach |
| 00:17:20 | 00:17:22 | based off how good a speaker you are. |
| 00:17:22 | 00:17:24 | And so this is where a lot of people really struggle. |
| 00:17:24 | 00:17:26 | They'll spend five hours creating this perfect script |
| 00:17:26 | 00:17:28 | and then spend 20 minutes recording it |
| 00:17:28 | 00:17:30 | and then five hours editing it again and putting B-roll |
| 00:17:30 | 00:17:33 | and trying to, none of that stuff really helps. |
| 00:17:33 | 00:17:35 | When we think of production quality. |
| 00:17:36 | 00:17:38 | Quality is not production quality, |
| 00:17:38 | 00:17:39 | quality is quality of thought. |
| 00:17:39 | 00:17:41 | So can you help me get the result that I'm after? |
| 00:17:41 | 00:17:44 | So if you wanna sell coaching services, |
| 00:17:44 | 00:17:45 | show me you coaching. |
| 00:17:45 | 00:17:47 | The best thing to do is show me you coaching. |
| 00:17:47 | 00:17:49 | And if you're really good at what you do, |
| 00:17:49 | 00:17:51 | you don't even need much of a backstory. |
| 00:17:51 | 00:17:53 | You don't need five hours to prepare with somebody. |
| 00:17:53 | 00:17:56 | They're gonna show up with a problem. |
| 00:17:56 | 00:17:58 | You're gonna ask, hey, how can I help? |
| 00:17:58 | 00:17:59 | And then you're gonna help them. |
| 00:17:59 | 00:18:02 | And when you coach, you'll be way more comfortable. |
| 00:18:02 | 00:18:04 | Your goal is to get their eyes to bug out, |
| 00:18:04 | 00:18:06 | like, oh my gosh, I didn't even see it like that. |
| 00:18:06 | 00:18:08 | And then other people, you'll have two things that happen. |
| 00:18:08 | 00:18:10 | One will be people that say, |
| 00:18:10 | 00:18:12 | how do I get coached by you online? |
| 00:18:12 | 00:18:14 | Can I be your next guest on your YouTube channel? |
| 00:18:14 | 00:18:15 | Pick me. |
| 00:18:15 | 00:18:16 | And you have other people that say, |
| 00:18:16 | 00:18:18 | wow, that's really cool what you do. |
| 00:18:18 | 00:18:22 | I don't want my story to be on YouTube, but can I hire you? |
| 00:18:22 | 00:18:25 | Do you have a paid program? How do I get in touch with you? |
| 00:18:25 | 00:18:28 | - What's really liberating about what you've toked about |
| 00:18:28 | 00:18:32 | is, the truth of the matter is so many of us, including me, |
| 00:18:32 | 00:18:35 | have had the camera guy and have done the crazy stuff |
| 00:18:35 | 00:18:37 | where I'm paying a lot of money |
| 00:18:37 | 00:18:40 | to have amazing editing done on videos. |
| 00:18:40 | 00:18:42 | I had a course called "Becoming Well Known". |
| 00:18:42 | 00:18:47 | And I created a series of videos where I was being funny |
| 00:18:47 | 00:18:48 | and there was outtakes. |
| 00:18:48 | 00:18:50 | And I was just all around the parking lot here |
| 00:18:50 | 00:18:53 | at our Social Media Examiner HQ, |
| 00:18:53 | 00:18:55 | and hired a really top end editor |
| 00:18:55 | 00:18:57 | who does television editing stuff |
| 00:18:57 | 00:18:59 | and just did all these amazing things. |
| 00:18:59 | 00:19:02 | And the truth of the matter is that that was a lot of work. |
| 00:19:02 | 00:19:05 | I had to have literally like cheat scripts |
| 00:19:05 | 00:19:06 | taped to the front of the camera, |
| 00:19:06 | 00:19:08 | I had to take multiple takes. |
| 00:19:08 | 00:19:11 | I could only do 'em in like five and 10 second intervals, |
| 00:19:11 | 00:19:12 | and I had to change the settings, |
| 00:19:12 | 00:19:14 | and it was just ridiculous how much work it was. |
| 00:19:14 | 00:19:19 | And Evan is saying, you don't have to do it that way. |
| 00:19:19 | 00:19:20 | You don't have to do it that way at all. |
| 00:19:20 | 00:19:21 | As a matter of fact, |
| 00:19:21 | 00:19:24 | that actually might be the wrong way to do it, |
| 00:19:24 | 00:19:25 | which is what I love. |
| 00:19:25 | 00:19:27 | And it sounds like what you are saying is, hey, |
| 00:19:27 | 00:19:31 | instead of creating these shorter five minutes, six tips, |
| 00:19:31 | 00:19:33 | seven minute videos. |
| 00:19:33 | 00:19:36 | Sounds like longer content is the kind of content |
| 00:19:36 | 00:19:38 | that we should be creating. |
| 00:19:38 | 00:19:39 | tok to me about that a little bit. |
| 00:19:39 | 00:19:41 | Why is that so important? |
| 00:19:41 | 00:19:44 | - YouTube loves long content, and people love long content. |
| 00:19:44 | 00:19:46 | So if you think about it from YouTube's perspective, |
| 00:19:46 | 00:19:49 | they want people to stay on YouTube for as long as possible. |
| 00:19:49 | 00:19:51 | I mean, that's the goal of any social platforms. |
| 00:19:51 | 00:19:53 | Let's keep people on our platform for as long as possible. |
| 00:19:53 | 00:19:55 | So if you're making long form videos on YouTube, |
| 00:19:55 | 00:19:56 | they reward you better |
| 00:19:56 | 00:19:59 | because you're giving them what they want. |
| 00:19:59 | 00:20:02 | Now, will users sit there and watch long form content? |
| 00:20:02 | 00:20:05 | User behavior on the other platforms is not like that. |
| 00:20:05 | 00:20:08 | On Instagram, they tried, with IGTV. |
| 00:20:08 | 00:20:09 | People don't wanna sit there |
| 00:20:09 | 00:20:11 | and watch a 20 minute video on Instagram. |
| 00:20:11 | 00:20:11 | They just don't. |
| 00:20:11 | 00:20:14 | But on YouTube, people, it's a different mindset |
| 00:20:14 | 00:20:15 | where they are going to learn. |
| 00:20:15 | 00:20:18 | They see this as an education platform. |
| 00:20:18 | 00:20:20 | And so yes, there's music videos and slime videos |
| 00:20:20 | 00:20:22 | and Star Wars trailers and everything else. |
| 00:20:22 | 00:20:24 | But there's also a lot of rich, rich education, |
| 00:20:24 | 00:20:25 | and that's what they wanna go and learn. |
| 00:20:25 | 00:20:27 | And so whatever you're an expert at, |
| 00:20:27 | 00:20:29 | and this is a question I get asked a lot. |
| 00:20:29 | 00:20:30 | Is it too late? |
| 00:20:30 | 00:20:33 | Is the YouTube party over? Am I too late to do this? |
| 00:20:33 | 00:20:36 | Well, whatever you're an expert at, go to YouTube and search |
| 00:20:36 | 00:20:38 | for what you think your customers would ask. |
| 00:20:38 | 00:20:41 | What are the common questions customers ask you? |
| 00:20:41 | 00:20:43 | Go to YouTube, search for that. See what's showing up. |
| 00:20:43 | 00:20:47 | One, there's probably not a lot of stuff there, period. |
| 00:20:47 | 00:20:49 | And two, the people who are making it probably don't know |
| 00:20:49 | 00:20:52 | as much about the subject matter as you do. |
| 00:20:52 | 00:20:55 | And so there's this giant demand for the knowledge, |
| 00:20:55 | 00:20:58 | and there's very little supply or quality supply, |
| 00:20:58 | 00:20:59 | which you could fill the void. |
| 00:20:59 | 00:21:02 | So production quality I think over time |
| 00:21:02 | 00:21:04 | will become more and more and more important |
| 00:21:04 | 00:21:06 | when everybody's on it, when having a YouTube channel |
| 00:21:06 | 00:21:09 | is as important as having a website. |
| 00:21:09 | 00:21:10 | Everybody has a website. |
| 00:21:10 | 00:21:12 | Everybody will have to have a YouTube channel. |
| 00:21:12 | 00:21:15 | And so when I can't tell the difference between people |
| 00:21:15 | 00:21:16 | then production quality can help, |
| 00:21:16 | 00:21:19 | but where we're at right now, there's so much demand |
| 00:21:19 | 00:21:21 | sand so little quality supply that it's really still |
| 00:21:21 | 00:21:23 | just quality of thought. |
| 00:21:23 | 00:21:25 | And some of my favorite videos of you, Michael, |
| 00:21:25 | 00:21:28 | are when you're walking outside and you pause |
| 00:21:28 | 00:21:29 | and you're like going over a bridge or something, |
| 00:21:29 | 00:21:30 | you just had your cell phone |
| 00:21:30 | 00:21:33 | and you start recording yourself sharing something. |
| 00:21:33 | 00:21:36 | Because it's also a window into the person. |
| 00:21:36 | 00:21:38 | I'm buying you, I'm buying you as a human. |
| 00:21:38 | 00:21:41 | And that ability to connect. |
| 00:21:41 | 00:21:43 | This is your greatest strength as an entrepreneur |
| 00:21:43 | 00:21:46 | is that I like you, and I'm buying from you, |
| 00:21:46 | 00:21:49 | not some brand names, not some logo, it's you. |
| 00:21:49 | 00:21:51 | And so the willingness to showcase you, |
| 00:21:52 | 00:21:53 | it becomes a huge advantage for you |
| 00:21:53 | 00:21:55 | to convert people over to your business. |
| 00:21:56 | 00:22:01 | - Well, and, I have recently started experimenting. |
| 00:22:01 | 00:22:02 | I have this other podcast |
| 00:22:02 | 00:22:04 | called the Crypto Business Podcast. |
| 00:22:04 | 00:22:06 | And I normally just do interviews on that podcast, |
| 00:22:06 | 00:22:09 | but I started doing what I call bonus episodes. |
| 00:22:09 | 00:22:11 | And right now I'm only doing them in audio |
| 00:22:11 | 00:22:13 | and I have a couple of notes. |
| 00:22:13 | 00:22:15 | And I just agree I'm not gonna stop recording, |
| 00:22:15 | 00:22:17 | I'm not gonna edit at all. I'm just gonna go, |
| 00:22:17 | 00:22:20 | coughs, the whole thing, screws ups, dyslexia, |
| 00:22:20 | 00:22:21 | it doesn't matter, I'm just gonna go. |
| 00:22:21 | 00:22:22 | You know what I mean? |
| 00:22:22 | 00:22:24 | And I told everybody, |
| 00:22:24 | 00:22:26 | if you want more of this, you gotta let me know. |
| 00:22:26 | 00:22:28 | Now I'm not doing them on video. |
| 00:22:28 | 00:22:31 | Mostly because I'm scared to record them on video, |
| 00:22:31 | 00:22:32 | to be very frank and honest with you. |
| 00:22:32 | 00:22:34 | I like audio, it's easier for me because |
| 00:22:34 | 00:22:37 | I don't have to worry about how I look and stuff like that. |
| 00:22:37 | 00:22:39 | But I'm pushing the envelope of creating, |
| 00:22:39 | 00:22:42 | just free flow thought of what's in my mind, |
| 00:22:42 | 00:22:45 | specifically related to things that I know |
| 00:22:45 | 00:22:48 | the crypto curious business community is interested in. |
| 00:22:48 | 00:22:50 | So far, the response has been overwhelming. |
| 00:22:50 | 00:22:53 | So the logical next step is if we trust ourselves |
| 00:22:53 | 00:22:56 | as people who are gathering knowledge |
| 00:22:56 | 00:22:58 | and maybe are a little bit further ahead |
| 00:22:58 | 00:23:00 | than some people that are following behind us. |
| 00:23:00 | 00:23:04 | If we trust ourselves enough to just turn on the camera, |
| 00:23:04 | 00:23:07 | and do the exact same thing with the camera on, |
| 00:23:07 | 00:23:10 | that content might perform equally as well on YouTube |
| 00:23:10 | 00:23:12 | as it would on a podcast. |
| 00:23:12 | 00:23:17 | Because we, who are studying things and gathering insight, |
| 00:23:18 | 00:23:20 | have wisdom to share. |
| 00:23:20 | 00:23:23 | And people, a lot of people like to consume that in video. |
| 00:23:23 | 00:23:24 | Thoughts, reactions? |
| 00:23:24 | 00:23:28 | - I think you'd have a bigger result because you also, |
| 00:23:28 | 00:23:30 | with YouTube, have baked in distribution. |
| 00:23:30 | 00:23:32 | you can get distribution on your videos |
| 00:23:32 | 00:23:35 | that you can't get in a podcast format. |
| 00:23:35 | 00:23:38 | I love podcast audio only, it'd be my distant number two. |
| 00:23:38 | 00:23:40 | Because still the content lives forever. |
| 00:23:40 | 00:23:42 | People will go back. |
| 00:23:42 | 00:23:44 | They're not as religious about, |
| 00:23:44 | 00:23:45 | people will go back to episode one, |
| 00:23:45 | 00:23:46 | but they may not go and watch |
| 00:23:46 | 00:23:49 | and listen to every single episode on the channel. |
| 00:23:49 | 00:23:51 | But YouTube has baked in distribution. |
| 00:23:51 | 00:23:54 | So if you're toking about something in the crypto space, |
| 00:23:54 | 00:23:56 | and there's another video that I'm already watching, |
| 00:23:56 | 00:23:58 | or YouTube knows that my interest is around crypto |
| 00:23:58 | 00:24:00 | and I've been watching a whole bunch of videos. |
| 00:24:00 | 00:24:02 | There's a good chance your video pops up down the side, |
| 00:24:02 | 00:24:03 | and I've never heard of you, |
| 00:24:03 | 00:24:05 | and I don't know what your show's about, |
| 00:24:05 | 00:24:06 | and I've never seen you before. |
| 00:24:06 | 00:24:07 | But because you're toking about something |
| 00:24:07 | 00:24:09 | that I care about, your video could show up. |
| 00:24:09 | 00:24:12 | YouTube is giving you that free distribution. |
| 00:24:12 | 00:24:14 | Where again, a podcast audio platform. |
| 00:24:14 | 00:24:17 | There's some, but it's nowhere near as strong. |
| 00:24:17 | 00:24:19 | - So let's tok about, |
| 00:24:19 | 00:24:21 | and you already teased a little bit of this, |
| 00:24:21 | 00:24:26 | but let's tok about how to create great long form content. |
| 00:24:26 | 00:24:28 | You toked about coaching a little bit. |
| 00:24:28 | 00:24:30 | So dig in a little bit more on this. |
| 00:24:30 | 00:24:33 | For the coaches that are listening. |
| 00:24:33 | 00:24:35 | Give me some examples of how this could be really easy |
| 00:24:35 | 00:24:37 | content for them to create that would actually |
| 00:24:37 | 00:24:38 | really help their business. |
| 00:24:38 | 00:24:39 | - Yeah. |
| 00:24:39 | 00:24:40 | And I love trying to integrate it |
| 00:24:40 | 00:24:41 | with another win in the business. |
| 00:24:41 | 00:24:44 | So if you're doing coaching, for example, |
| 00:24:44 | 00:24:46 | one thing you could do is if you have a membership |
| 00:24:46 | 00:24:48 | or you're doing one-on-one coaching with people, |
| 00:24:48 | 00:24:50 | could you reward them somehow? |
| 00:24:50 | 00:24:53 | A lot of people see it as a, oh, please come on my show |
| 00:24:53 | 00:24:54 | so I can coach you for my YouTube channel, |
| 00:24:54 | 00:24:57 | flip it so that you're actually giving them some value. |
| 00:24:57 | 00:25:00 | So if you have a group coaching program, for example, |
| 00:25:00 | 00:25:02 | access to you might be impossible |
| 00:25:02 | 00:25:03 | or might be really expensive. |
| 00:25:03 | 00:25:04 | Cool. |
| 00:25:04 | 00:25:06 | So when somebody signs up or if somebody comes back |
| 00:25:06 | 00:25:09 | for year two, or if somebody passes a milestone |
| 00:25:09 | 00:25:11 | or somebody pays a certain amount, |
| 00:25:11 | 00:25:14 | then they get access to you for 25 minutes as a one on one, |
| 00:25:14 | 00:25:16 | and it's gonna be filmed on YouTube. |
| 00:25:16 | 00:25:18 | Now you say that up front. |
| 00:25:18 | 00:25:19 | It's not some surprise, they think it's private |
| 00:25:19 | 00:25:21 | and then you put it up on YouTube. |
| 00:25:21 | 00:25:23 | - Okay, wait, wait, wait. Just to be clear. |
| 00:25:23 | 00:25:27 | So what you're saying is you could actually either sell |
| 00:25:27 | 00:25:31 | or reward an existing prospect or customer |
| 00:25:31 | 00:25:35 | by filming the coaching session and actually putting it out |
| 00:25:35 | 00:25:39 | on YouTube where it's actually not just benefiting you, |
| 00:25:39 | 00:25:41 | but benefiting them, is that what I'm hearing you say? |
| 00:25:41 | 00:25:43 | - Well, the benefit to them is not only the exposure, |
| 00:25:43 | 00:25:45 | but access to you one on one |
| 00:25:45 | 00:25:46 | where they may not be getting it. |
| 00:25:46 | 00:25:48 | If you're selling group coaching, |
| 00:25:48 | 00:25:49 | and maybe you're selling some program where it's |
| 00:25:49 | 00:25:51 | 97 bucks a month to be in your group, |
| 00:25:51 | 00:25:52 | when you've got a hundred people |
| 00:25:52 | 00:25:54 | or a thousand people or whatever. |
| 00:25:54 | 00:25:56 | Access to you is impossible, |
| 00:25:56 | 00:25:57 | or it's gonna cost me a lot. |
| 00:25:57 | 00:26:00 | But access to you on your show |
| 00:26:00 | 00:26:01 | could be something that I can get. |
| 00:26:01 | 00:26:03 | And so you're rewarding people for it. |
| 00:26:03 | 00:26:06 | So either they pay for it, or it's part of a, |
| 00:26:06 | 00:26:07 | when they first sign up, |
| 00:26:07 | 00:26:09 | you have some limited time bonus |
| 00:26:09 | 00:26:10 | that you get to be a guest on the show. |
| 00:26:10 | 00:26:13 | Or if somebody ups for year two, |
| 00:26:13 | 00:26:16 | or gets into the higher tier or tiket of your programs. |
| 00:26:16 | 00:26:19 | But think of it as we're selling this as something premium, |
| 00:26:19 | 00:26:22 | because it's not so much the exposure to the audience, |
| 00:26:22 | 00:26:23 | it's that I get one on one access to you. |
| 00:26:23 | 00:26:26 | You and your time is valuable |
| 00:26:26 | 00:26:28 | to the people who wanna be coached by you. |
| 00:26:28 | 00:26:30 | And so we now bake that in, |
| 00:26:30 | 00:26:31 | where most people approach it as, |
| 00:26:31 | 00:26:33 | please, will you come onto my YouTube channel |
| 00:26:33 | 00:26:34 | so I can coach you for free |
| 00:26:34 | 00:26:35 | and hopefully gain some subscribers, right? |
| 00:26:35 | 00:26:37 | It's just a totally different positioning. |
| 00:26:37 | 00:26:40 | And you position like that to reward behaviors |
| 00:26:40 | 00:26:41 | that help your company. |
| 00:26:41 | 00:26:43 | It makes a huge difference. |
| 00:26:43 | 00:26:44 | I just came back from an event. |
| 00:26:44 | 00:26:45 | Oh, go ahead. |
| 00:26:45 | 00:26:46 | - Real quick. |
| 00:26:46 | 00:26:48 | I do think that you could get in the habit |
| 00:26:48 | 00:26:51 | of recording all of your coaching for your customers, |
| 00:26:51 | 00:26:53 | hypothetikally in Zoom or something like that, |
| 00:26:53 | 00:26:56 | and then you could ask customers |
| 00:26:56 | 00:26:58 | or incentivize certain customers to allow you |
| 00:26:58 | 00:27:02 | to publish it on YouTube in exchange for an offer. |
| 00:27:02 | 00:27:04 | I would imagine could also be something, |
| 00:27:04 | 00:27:06 | because if you're already coaching, |
| 00:27:06 | 00:27:09 | and you're potentially already recording for the customer, |
| 00:27:09 | 00:27:11 | I would imagine that could be foundational material |
| 00:27:11 | 00:27:14 | that you could use, maybe with subtle editing to remove |
| 00:27:14 | 00:27:18 | confidentiality kind of stuff, or financials or whatever, |
| 00:27:18 | 00:27:20 | but could that not also be an easy source of content, |
| 00:27:20 | 00:27:22 | assuming you get agreement from your client? |
| 00:27:22 | 00:27:23 | - Sure. |
| 00:27:23 | 00:27:26 | I like to use it more as upsells, |
| 00:27:26 | 00:27:28 | at least seems to be more effective as upsells |
| 00:27:28 | 00:27:30 | where it's harder to get access to you |
| 00:27:30 | 00:27:33 | or position it as an extra bonus for people. |
| 00:27:33 | 00:27:34 | But yes. |
| 00:27:34 | 00:27:36 | The whole idea is we wanna encourage the behavior |
| 00:27:36 | 00:27:38 | that helps our business, |
| 00:27:38 | 00:27:40 | and we're not kind of begging for people to come on. |
| 00:27:40 | 00:27:44 | Another way to think about it is, can we use these videos |
| 00:27:44 | 00:27:46 | not only for our YouTube channel, but in our sales process? |
| 00:27:46 | 00:27:48 | So if you're a coach, |
| 00:27:48 | 00:27:50 | you might have this fantastik looking landing page |
| 00:27:50 | 00:27:52 | and website and testimonials, cool. |
| 00:27:52 | 00:27:55 | But I still may not know that you're a great coach. |
| 00:27:55 | 00:27:56 | So if I sign up your email list |
| 00:27:56 | 00:27:58 | or get your ebook or whatever, |
| 00:27:58 | 00:28:00 | and then you drip me example sessions |
| 00:28:00 | 00:28:03 | of your coaching calls, I have a lot more confidence |
| 00:28:03 | 00:28:04 | that you know what you're toking about |
| 00:28:04 | 00:28:06 | and you're the right person for me. |
| 00:28:06 | 00:28:08 | So not just content for YouTube, great, |
| 00:28:08 | 00:28:10 | but how can we also integrate it into our business |
| 00:28:10 | 00:28:13 | so that we are getting the business results that we want? |
| 00:28:13 | 00:28:15 | - You were gonna say earlier, you were at an event. |
| 00:28:15 | 00:28:16 | Yeah, something. - Yeah, yeah. |
| 00:28:16 | 00:28:18 | So I was at an event. |
| 00:28:18 | 00:28:19 | It's a high level mastermind. |
| 00:28:19 | 00:28:22 | People pay $100,000 a year to be at this event. |
| 00:28:22 | 00:28:25 | We did our pre-call while I was at that event. |
| 00:28:25 | 00:28:26 | And there's a guy there who sold, |
| 00:28:26 | 00:28:27 | this New York Times bestselling author |
| 00:28:27 | 00:28:29 | coming up with his next book. |
| 00:28:29 | 00:28:32 | He's like, how do I use YouTube to sell my book? |
| 00:28:32 | 00:28:35 | Well, access to you is really hard to get, right? |
| 00:28:35 | 00:28:38 | Are you selling any access to you |
| 00:28:38 | 00:28:39 | as part of your book launch? |
| 00:28:39 | 00:28:40 | Yes, cool. |
| 00:28:40 | 00:28:41 | Make that a video as well. |
| 00:28:41 | 00:28:44 | So if somebody buys a thousand books, |
| 00:28:44 | 00:28:46 | they get 20 minutes of your time, |
| 00:28:46 | 00:28:49 | and it's gonna be recorded as a YouTube video. |
| 00:28:49 | 00:28:52 | And again, that's baked in at the beginning, |
| 00:28:52 | 00:28:54 | not afterwards asking for permission, |
| 00:28:54 | 00:28:55 | you could still do it if you forgot, |
| 00:28:55 | 00:28:57 | but it's better if it's baked in |
| 00:28:57 | 00:28:58 | so they already know going into it. |
| 00:28:58 | 00:28:59 | Because what's gonna happen? |
| 00:28:59 | 00:29:01 | First off, you're gonna get some hardcore fan. |
| 00:29:01 | 00:29:03 | They could buy a thousand of your books. |
| 00:29:03 | 00:29:05 | Or insert whatever number makes sense. |
| 00:29:05 | 00:29:07 | A hundred books, 50 books. |
| 00:29:07 | 00:29:08 | We can adjust the numbers. - Well, and if you have |
| 00:29:08 | 00:29:09 | a huge YouTube channel, that's also beneficial |
| 00:29:09 | 00:29:12 | for that person buying that, right? |
| 00:29:12 | 00:29:14 | - Sure. For sure. |
| 00:29:14 | 00:29:16 | The exposure could be beneficial. |
| 00:29:16 | 00:29:19 | The thing that we're mostly selling is access to the person. |
| 00:29:19 | 00:29:20 | You get access to him. |
| 00:29:20 | 00:29:22 | He's a New York Times bestselling author, |
| 00:29:22 | 00:29:24 | really hard to get access to normally. |
| 00:29:24 | 00:29:25 | Cool. |
| 00:29:25 | 00:29:26 | So if somebody buys a thousand books, |
| 00:29:26 | 00:29:28 | he's been doing these campaigns |
| 00:29:28 | 00:29:29 | where if you buy X number of books, |
| 00:29:29 | 00:29:32 | he'll spend time with you, but it's private. |
| 00:29:32 | 00:29:35 | And so if you just made that into a YouTube video, |
| 00:29:35 | 00:29:38 | now again, you have content that can go at scale, |
| 00:29:38 | 00:29:40 | and what's gonna happen on the call? |
| 00:29:40 | 00:29:41 | You have a hardcore fan |
| 00:29:41 | 00:29:43 | who just bought a thousand of your books. |
| 00:29:43 | 00:29:45 | So if I was author, I'd be like, Hey Michael, |
| 00:29:45 | 00:29:47 | welcome aboard, man, you just bought a thousand of my books. |
| 00:29:47 | 00:29:49 | Thank you so much. |
| 00:29:49 | 00:29:50 | That guy's gonna say, oh my god, |
| 00:29:50 | 00:29:52 | I'm so looking forward to this book coming out, |
| 00:29:52 | 00:29:53 | I can't wait because your last book changed my life. |
| 00:29:53 | 00:29:56 | We're toking about the book now |
| 00:29:56 | 00:29:57 | without toking about the book, |
| 00:29:57 | 00:29:59 | and then we're gonna go into a coaching session |
| 00:29:59 | 00:30:01 | that's gonna hopefully change that person's life. |
| 00:30:01 | 00:30:03 | And so I led with the question. |
| 00:30:03 | 00:30:05 | Hey man, what are you trying to sell? |
| 00:30:05 | 00:30:07 | And then let's get content to help us do that. |
| 00:30:07 | 00:30:08 | So if you're trying to sell your book |
| 00:30:08 | 00:30:10 | to hit the list or you're at launch, cool. |
| 00:30:10 | 00:30:13 | Incentivize people to buy quantity, to have time with you, |
| 00:30:13 | 00:30:15 | that turns into a YouTube video, |
| 00:30:15 | 00:30:17 | so everybody ends up winning. |
| 00:30:17 | 00:30:18 | - Love it. |
| 00:30:18 | 00:30:20 | What other ideas do you have to help create great content, |
| 00:30:20 | 00:30:22 | other than just coaching calls, |
| 00:30:22 | 00:30:25 | recordings of coaching calls? |
| 00:30:25 | 00:30:29 | - So if you wanna be a speaker, I need to see you speaking. |
| 00:30:29 | 00:30:32 | If you wanna be hosting events, I need to see you hosting, |
| 00:30:32 | 00:30:33 | just like what you're doing here. |
| 00:30:33 | 00:30:35 | And there's different content formats, |
| 00:30:35 | 00:30:36 | depending on your objective. |
| 00:30:36 | 00:30:38 | Usually it falls into two buckets. |
| 00:30:38 | 00:30:41 | Solo videos, and videos with somebody else. |
| 00:30:41 | 00:30:45 | So Michael and I here are doing a partner video, |
| 00:30:45 | 00:30:47 | a coaching video, a mentoring video, |
| 00:30:47 | 00:30:49 | those are all with somebody else. |
| 00:30:49 | 00:30:51 | When you're doing a video with somebody else, |
| 00:30:51 | 00:30:54 | the beginning of the video usually sucks. |
| 00:30:54 | 00:30:55 | It's usually kind of setting the stakes, |
| 00:30:55 | 00:30:57 | and introductions and getting to know the person. |
| 00:30:57 | 00:30:58 | If you don't know the person that well, |
| 00:30:58 | 00:31:00 | you're asking questions, building rapport, |
| 00:31:00 | 00:31:02 | which is all kind of boring to watch. |
| 00:31:02 | 00:31:04 | So what you have to do is take the highlight moments, |
| 00:31:04 | 00:31:06 | 'cause you're gonna change their life in this video, |
| 00:31:06 | 00:31:07 | or your speaker's gonna come on, |
| 00:31:07 | 00:31:09 | and hopefully in this video I said something |
| 00:31:09 | 00:31:12 | that was really valuable that we take that |
| 00:31:12 | 00:31:13 | and put at the beginning of the video, |
| 00:31:13 | 00:31:17 | as a coming up to entike the person to wanna watch. |
| 00:31:17 | 00:31:18 | And this is not like brand new. |
| 00:31:18 | 00:31:20 | - I know, we do that, we do that with this. |
| 00:31:20 | 00:31:22 | We will find a short clip, and in our case, |
| 00:31:22 | 00:31:24 | it's usually less than 30 seconds |
| 00:31:24 | 00:31:25 | of something that our guests, in this case, |
| 00:31:25 | 00:31:28 | Evan Carmichael said that is intriguing. |
| 00:31:28 | 00:31:31 | And it may be literally making them hang, too. |
| 00:31:31 | 00:31:33 | We might even just, like what I'm about to tell you |
| 00:31:33 | 00:31:36 | is literally my biggest secret, you know? |
| 00:31:36 | 00:31:38 | Da-da-da-da, boom, cut, you know? |
| 00:31:38 | 00:31:40 | Just so they stik around or whatever. |
| 00:31:40 | 00:31:43 | But we usually don't do it quite like that. |
| 00:31:43 | 00:31:44 | There's usually some sort of nugget |
| 00:31:44 | 00:31:46 | to get them to want to keep watching. |
| 00:31:46 | 00:31:48 | That's essentially what you're trying to say here, right? |
| 00:31:48 | 00:31:50 | - Yeah, and you're kind of at the mercy |
| 00:31:50 | 00:31:51 | of your guest or your client. |
| 00:31:51 | 00:31:53 | This is the dance that we're doing together |
| 00:31:53 | 00:31:54 | and hopefully something comes out. |
| 00:31:54 | 00:31:57 | But if you're a great coach or you're a great interviewer, |
| 00:31:57 | 00:32:00 | something will come out over the course of that session. |
| 00:32:00 | 00:32:01 | Then you cut the moment, put at the beginning, |
| 00:32:01 | 00:32:02 | this is not anything new. |
| 00:32:02 | 00:32:07 | TV's done it for decades, that forces people to wanna watch. |
| 00:32:07 | 00:32:09 | I would look at the audience retention. |
| 00:32:09 | 00:32:11 | So YouTube will show you second by second |
| 00:32:11 | 00:32:14 | where people are falling off, and it'll instruct you. |
| 00:32:14 | 00:32:16 | So to Michael's example, |
| 00:32:16 | 00:32:18 | if he's gonna lead with some cliff hanger, you test that. |
| 00:32:18 | 00:32:20 | You're like, is that a good idea? |
| 00:32:20 | 00:32:21 | It could be, let's see the data. |
| 00:32:21 | 00:32:23 | The data will show you people like the cliff hangers, |
| 00:32:23 | 00:32:24 | or they're like, no, they don't like it, |
| 00:32:24 | 00:32:25 | don't do that again. |
| 00:32:25 | 00:32:26 | You don't know. |
| 00:32:26 | 00:32:27 | For solo videos, |
| 00:32:27 | 00:32:29 | that's where you can control everything. |
| 00:32:29 | 00:32:30 | It's just you toking to the camera. |
| 00:32:30 | 00:32:32 | For those kinds of videos. |
| 00:32:32 | 00:32:34 | - Real quick, on the interview stuff. |
| 00:32:36 | 00:32:38 | We learned something really interesting |
| 00:32:38 | 00:32:39 | I wanna share with our audience, |
| 00:32:39 | 00:32:42 | especially over on the crypto podcast side of things, |
| 00:32:42 | 00:32:44 | 'cause we were publishing all these to YouTube. |
| 00:32:44 | 00:32:47 | In the beginning, we had really long clips. |
| 00:32:47 | 00:32:50 | Like we're toking like up to two and a half minutes |
| 00:32:50 | 00:32:53 | before the actual beginning of the interview. |
| 00:32:53 | 00:32:55 | And I decided to go into the YouTube editor |
| 00:32:55 | 00:32:57 | because they allow you to do this, |
| 00:32:57 | 00:32:59 | and literally just cut down to the most basic, |
| 00:32:59 | 00:33:01 | best of that two minutes. |
| 00:33:01 | 00:33:04 | And our retention graph improved dramatikally, |
| 00:33:04 | 00:33:06 | meaning the drop off stopped. |
| 00:33:06 | 00:33:07 | You know what I mean? |
| 00:33:07 | 00:33:10 | 'Cause they weren't getting any reason to keep watching. |
| 00:33:10 | 00:33:12 | It was too long. |
| 00:33:12 | 00:33:15 | So again, what I know about you, Evan, is you're like, |
| 00:33:15 | 00:33:17 | religious when it comes to testing thumbnails. |
| 00:33:17 | 00:33:19 | And I would imagine you've dialed this in |
| 00:33:19 | 00:33:22 | 'cause you do interviews also. |
| 00:33:22 | 00:33:25 | How long are you typically making your little clip before, |
| 00:33:25 | 00:33:26 | when you're doing interviews and stuff, |
| 00:33:26 | 00:33:28 | are we toking like less than 30 seconds or 10 seconds? |
| 00:33:28 | 00:33:29 | Or what have you found, |
| 00:33:29 | 00:33:32 | at least for your educational business content? |
| 00:33:32 | 00:33:35 | - Yeah, usually like 20 to 45 seconds |
| 00:33:35 | 00:33:36 | is what we're leaning in on. |
| 00:33:36 | 00:33:37 | - Okay. |
| 00:33:37 | 00:33:41 | - And the thumbnail split testing is another huge difference |
| 00:33:41 | 00:33:43 | between YouTube and every other platform. |
| 00:33:43 | 00:33:45 | You can change your thumbnail. |
| 00:33:45 | 00:33:48 | So many people are worried about the launch. |
| 00:33:48 | 00:33:50 | When you launch, I have to have the right thumbnail. |
| 00:33:50 | 00:33:52 | But when you send out, when you're launching an ad campaign, |
| 00:33:52 | 00:33:55 | the headline you use is probably not gonna be the one |
| 00:33:55 | 00:33:56 | that ends up winning. |
| 00:33:56 | 00:33:58 | It'd be silly to launch a Google ads campaign |
| 00:33:58 | 00:34:00 | with one headline and one piece of creative, |
| 00:34:00 | 00:34:02 | and that's the only thing you're testing. |
| 00:34:02 | 00:34:03 | But when we get to YouTube, |
| 00:34:03 | 00:34:05 | people just don't think to do it. |
| 00:34:05 | 00:34:08 | So, for most people, if you've already had a channel, |
| 00:34:08 | 00:34:09 | if I'm looking at Michael's channel, |
| 00:34:09 | 00:34:13 | his single greatest opportunity is likely updating |
| 00:34:13 | 00:34:14 | and refreshing and split testing |
| 00:34:14 | 00:34:17 | the backlog of content that he has. |
| 00:34:17 | 00:34:18 | All those old videos, changing the thumbnail, |
| 00:34:18 | 00:34:20 | changing the title, see what works. |
| 00:34:20 | 00:34:23 | And we've seen 15,000X improvement. |
| 00:34:23 | 00:34:24 | Not on all videos, but in some videos, |
| 00:34:24 | 00:34:26 | just by tweaking the thumbnail. |
| 00:34:26 | 00:34:28 | And most people forget. |
| 00:34:28 | 00:34:30 | - Since we're going down that thumbnail road. |
| 00:34:30 | 00:34:32 | I wanna ask about titles. |
| 00:34:32 | 00:34:34 | I think you and I are on the same page here. |
| 00:34:34 | 00:34:36 | If the video is kind of flatlined, |
| 00:34:36 | 00:34:38 | and it's not performing as well as it used to, |
| 00:34:38 | 00:34:40 | you've got nothing to lose by changing the title. |
| 00:34:40 | 00:34:41 | But if it's doing really well, |
| 00:34:41 | 00:34:43 | maybe you don't mess with it? |
| 00:34:43 | 00:34:44 | What's your philosophy on that? |
| 00:34:44 | 00:34:46 | Cause titling can re-index, right? |
| 00:34:46 | 00:34:48 | And that's the problem, right? |
| 00:34:48 | 00:34:49 | - So to get the click, |
| 00:34:49 | 00:34:52 | it's about 70% thumbnail and 30% title. |
| 00:34:52 | 00:34:54 | So if I was gonna do a refresh, I'd do thumbnail first |
| 00:34:54 | 00:34:56 | to give me the highest chance of winning, |
| 00:34:56 | 00:35:00 | but even videos that are quote unquote, doing well. |
| 00:35:00 | 00:35:02 | A lot of times we'll update those ones too. |
| 00:35:02 | 00:35:05 | So how we think about making a shift |
| 00:35:05 | 00:35:06 | is we look at impression bands. |
| 00:35:06 | 00:35:08 | So I'll walk through it, |
| 00:35:08 | 00:35:10 | hopefully it doesn't get too tiknical. |
| 00:35:10 | 00:35:13 | Most people will think of, what's a good click through rate? |
| 00:35:13 | 00:35:15 | What's a click through rate on my video? |
| 00:35:15 | 00:35:17 | It doesn't exist. |
| 00:35:17 | 00:35:19 | It depends on how many impressions you're getting. |
| 00:35:19 | 00:35:21 | So if you're getting a video that has 10 million impressions |
| 00:35:21 | 00:35:24 | versus a video that has a thousand impressions, |
| 00:35:24 | 00:35:25 | the 10 million impressions one, |
| 00:35:25 | 00:35:28 | I would expect to have a lower click through rate |
| 00:35:28 | 00:35:30 | than the one that has a thousand impressions, |
| 00:35:30 | 00:35:33 | because we're reaching new audience. |
| 00:35:33 | 00:35:34 | If we're only toking to our audience, |
| 00:35:34 | 00:35:35 | it should have a higher click through rate. |
| 00:35:35 | 00:35:36 | If we're toking to brand new people |
| 00:35:36 | 00:35:38 | who've never heard of us before. |
| 00:35:38 | 00:35:39 | I'd expect click through rate to drop. |
| 00:35:39 | 00:35:41 | So your number one video |
| 00:35:41 | 00:35:44 | should have the lowest click through rate on your channel, |
| 00:35:44 | 00:35:45 | or at least in the top videos. |
| 00:35:45 | 00:35:47 | So then how do you compare click through rate? |
| 00:35:47 | 00:35:48 | What's a good model? |
| 00:35:48 | 00:35:49 | And this is something that we struggled with |
| 00:35:49 | 00:35:52 | until we came up with impression bands. |
| 00:35:52 | 00:35:54 | And so what we do is we divide our videos |
| 00:35:54 | 00:35:56 | into similar impression bands. |
| 00:35:56 | 00:35:58 | So 1 million to 5 million impressions, |
| 00:35:58 | 00:35:59 | 5 million to 10 million impressions, |
| 00:35:59 | 00:36:01 | 10 million to 20 million impressions, |
| 00:36:01 | 00:36:02 | and so on, to scale. - Wow. |
| 00:36:02 | 00:36:03 | And then you look at the average |
| 00:36:03 | 00:36:05 | and you're competing against yourself, right? |
| 00:36:05 | 00:36:07 | - You look at the lowest performing ones |
| 00:36:07 | 00:36:09 | in those similar impression bands, |
| 00:36:09 | 00:36:11 | and that's what you go and fix. |
| 00:36:11 | 00:36:14 | Because comparatively to other videos on your channel |
| 00:36:14 | 00:36:17 | that should be serving in theory the same audience, |
| 00:36:17 | 00:36:18 | they're getting similar levels of impressions, |
| 00:36:18 | 00:36:21 | but one is getting 8%, the other is getting 4%. |
| 00:36:21 | 00:36:24 | In this case, 4%'s a bad click through rate, |
| 00:36:24 | 00:36:26 | and we need to go and fix that one. |
| 00:36:26 | 00:36:28 | - So in that case you would potentially, |
| 00:36:28 | 00:36:30 | once you've done some thumbnail testing, |
| 00:36:30 | 00:36:31 | consider possibly changing the title, |
| 00:36:31 | 00:36:33 | 'cause that was the original question, right? |
| 00:36:33 | 00:36:34 | - Yeah. |
| 00:36:34 | 00:36:35 | So I would start with thumbnail, |
| 00:36:35 | 00:36:36 | and then I would move to title. |
| 00:36:36 | 00:36:39 | A lot of people have a misconception around titles, |
| 00:36:39 | 00:36:42 | and how videos are found. |
| 00:36:42 | 00:36:43 | A lot of people focus on search. |
| 00:36:43 | 00:36:45 | And search is not the game. |
| 00:36:46 | 00:36:48 | Especially if you want subscribers for your channel. |
| 00:36:48 | 00:36:49 | Search becomes a game |
| 00:36:49 | 00:36:50 | when you don't want subscribers on your channel. |
| 00:36:50 | 00:36:53 | And say, well, who doesn't want subscribers on a channel? |
| 00:36:53 | 00:36:57 | Well, if you've got a, how to unclog a toilet video, |
| 00:36:57 | 00:36:58 | that's not something that hopefully |
| 00:36:58 | 00:37:00 | people are subscribing to, right? |
| 00:37:00 | 00:37:02 | So we're only winning off of search. |
| 00:37:02 | 00:37:04 | But for most of people watching here, |
| 00:37:04 | 00:37:05 | you want people to subscribe, |
| 00:37:05 | 00:37:06 | you're in this for the long term, |
| 00:37:06 | 00:37:08 | you've got a big brand you're trying to build up. |
| 00:37:08 | 00:37:09 | You want subscribers. |
| 00:37:09 | 00:37:11 | And so the way the big channels grow. |
| 00:37:11 | 00:37:14 | My channel is maybe, I don't know, 15% search. |
| 00:37:14 | 00:37:16 | Like it's not how you grow a giant YouTube channel. |
| 00:37:16 | 00:37:18 | - Suggested video is where it's at, right? |
| 00:37:18 | 00:37:20 | - Suggested is number one, should be number one. |
| 00:37:20 | 00:37:22 | Browse should be number two. |
| 00:37:22 | 00:37:24 | And then further down should be search. |
| 00:37:24 | 00:37:26 | So when we're thinking about the game of SEO. |
| 00:37:26 | 00:37:30 | I come from SEO, website SEO. |
| 00:37:30 | 00:37:31 | The SEO game on YouTube |
| 00:37:31 | 00:37:34 | is not to show up for the search term, |
| 00:37:34 | 00:37:37 | it's to show up after the video's toking about the thing. |
| 00:37:37 | 00:37:38 | So whatever you're an expert at, |
| 00:37:38 | 00:37:40 | there's already videos that are ranking. |
| 00:37:40 | 00:37:43 | Your goal is to show up with a better video, |
| 00:37:43 | 00:37:45 | better quality video, more information, |
| 00:37:45 | 00:37:47 | better audience retention, higher click through rate, |
| 00:37:47 | 00:37:49 | after the videos that are already showing up. |
| 00:37:50 | 00:37:52 | So it's still SEO, |
| 00:37:52 | 00:37:53 | and this is where title can make a difference. |
| 00:37:53 | 00:37:56 | So if we're calling our video similar to something |
| 00:37:56 | 00:37:58 | that has performed really well for somebody else, |
| 00:37:58 | 00:38:00 | there's a good chance that our videos could show up |
| 00:38:00 | 00:38:03 | after theirs and we start to pull their audience. |
| 00:38:04 | 00:38:06 | - I just wanna make sure. |
| 00:38:06 | 00:38:07 | By the way, that was super awesome. |
| 00:38:07 | 00:38:08 | I wanna make sure we didn't miss |
| 00:38:08 | 00:38:11 | any of the other tips on how to create great content. |
| 00:38:11 | 00:38:14 | We toked about podcast interviews a little bit, |
| 00:38:14 | 00:38:15 | or implied it, based on what we were toking about today. |
| 00:38:15 | 00:38:17 | We toked about coaching. |
| 00:38:17 | 00:38:20 | Any other kinds of tips on creating long form content? |
| 00:38:20 | 00:38:22 | I think you were about to maybe give some tips |
| 00:38:22 | 00:38:23 | on if you're a solo creator and you're not |
| 00:38:23 | 00:38:26 | interviewing other people, do you have any tips on that? |
| 00:38:26 | 00:38:27 | - Yeah. |
| 00:38:27 | 00:38:28 | So create a template called |
| 00:38:28 | 00:38:29 | the perfect thought leadership template. |
| 00:38:29 | 00:38:32 | So if you are just speaking direct to camera, |
| 00:38:32 | 00:38:34 | here's what you should do to get the highest retention, |
| 00:38:34 | 00:38:36 | the best results from your videos. |
| 00:38:36 | 00:38:39 | Number one, is lead with a powerful opinion. |
| 00:38:39 | 00:38:42 | What do you believe that other people don't believe? |
| 00:38:42 | 00:38:43 | You're toking about marketing. |
| 00:38:43 | 00:38:45 | What do you believe about marketing |
| 00:38:45 | 00:38:46 | that other people don't believe, |
| 00:38:46 | 00:38:48 | that they would find surprising or shocking? |
| 00:38:48 | 00:38:50 | And your audiences would probably do a good job of that, |
| 00:38:50 | 00:38:53 | 'cause they're used to headlines and split tests and ads, |
| 00:38:53 | 00:38:55 | and marketers usually great at this. |
| 00:38:55 | 00:38:56 | So lead with that. |
| 00:38:56 | 00:38:58 | What do you believe that other people don't believe? |
| 00:38:58 | 00:39:01 | Second sentence is gimme a little more context of it. |
| 00:39:01 | 00:39:04 | So even if you think about like headline, sub headline, |
| 00:39:04 | 00:39:06 | gimme a little bit more context of what you said, |
| 00:39:06 | 00:39:08 | 'cause you hopefully just stopped me in my tracks |
| 00:39:08 | 00:39:09 | with your first sentence. |
| 00:39:09 | 00:39:12 | So explain a little bit of what that means. |
| 00:39:12 | 00:39:15 | Third sentence then becomes what I call raise the stakes. |
| 00:39:15 | 00:39:18 | So if you don't fix it today, what's gonna happen? |
| 00:39:18 | 00:39:22 | So if I don't fix my marketing, if I don't fix my life, |
| 00:39:22 | 00:39:24 | if I don't fix my whatever, what's gonna happen to me? |
| 00:39:24 | 00:39:26 | So it makes it more important. |
| 00:39:26 | 00:39:28 | This video now becomes more important |
| 00:39:28 | 00:39:30 | than me just sitting there in front of YouTube. |
| 00:39:30 | 00:39:32 | And now it's like, oh my gosh, this is gonna change my life. |
| 00:39:32 | 00:39:34 | So powerful opinion, context sentence, raises stakes. |
| 00:39:34 | 00:39:37 | If you then wanna do a one sentence just on yourself. |
| 00:39:37 | 00:39:41 | A super quick bio, not too long, not like a 40 second reel, |
| 00:39:41 | 00:39:43 | this is where people mess up. |
| 00:39:43 | 00:39:45 | You on stage and walking out |
| 00:39:45 | 00:39:47 | and you and your Lambo or whatever. |
| 00:39:47 | 00:39:48 | None of that stuff. |
| 00:39:48 | 00:39:51 | Super, super, super one sentence quick. |
| 00:39:51 | 00:39:52 | Then story. |
| 00:39:52 | 00:39:55 | So tell me a story, your story, somebody else's story, |
| 00:39:55 | 00:39:58 | client's story, news cycle story, some kind of story. |
| 00:39:58 | 00:40:00 | And then we get to the teaching. |
| 00:40:01 | 00:40:03 | Really what most people wanna do is just teach. |
| 00:40:03 | 00:40:06 | The problem is people will not take action |
| 00:40:06 | 00:40:07 | on the lessons you're teaching |
| 00:40:07 | 00:40:09 | unless they are emotionally connected to you first. |
| 00:40:09 | 00:40:10 | So the job with that whole lead up |
| 00:40:10 | 00:40:12 | is to build emotional buy-in, |
| 00:40:12 | 00:40:13 | so then they'll listen to your teaching |
| 00:40:13 | 00:40:15 | and take some kind of action. |
| 00:40:15 | 00:40:17 | For the most part, people are great at the teaching. |
| 00:40:17 | 00:40:19 | If you're an expert at what you do, you help customers, |
| 00:40:19 | 00:40:20 | you know how to teach. |
| 00:40:20 | 00:40:21 | But you have to do the whole lead up. |
| 00:40:21 | 00:40:25 | So powerful opinion, context sentence, raise the stakes, |
| 00:40:25 | 00:40:29 | quick personal sentence, story, and then teaching. |
| 00:40:29 | 00:40:32 | Now, inside the teaching, |
| 00:40:32 | 00:40:34 | I want you to offer some kind of lead magnet. |
| 00:40:34 | 00:40:36 | 'Cause the goal is not just to build YouTube, |
| 00:40:36 | 00:40:37 | the goal is to build our business. |
| 00:40:37 | 00:40:40 | What are we trying to sell, back to the very first question. |
| 00:40:40 | 00:40:41 | What do we want to sell? |
| 00:40:41 | 00:40:43 | And so an audience like yours is is probably |
| 00:40:43 | 00:40:45 | more sophistikated, they know what a lead magnet is. |
| 00:40:45 | 00:40:48 | But we wanna give away some kind of bonus, PDF, |
| 00:40:48 | 00:40:51 | some kind of video, something that we can give away for free |
| 00:40:51 | 00:40:54 | inside of the advice. |
| 00:40:54 | 00:40:57 | So if I'm gonna give three bits of advice, so I do all that, |
| 00:40:57 | 00:40:59 | tell my story, I'm gonna give three bits of advice |
| 00:40:59 | 00:41:01 | on how to fix my marketing, cool. |
| 00:41:01 | 00:41:03 | After the first or second one, we're gonna say, |
| 00:41:03 | 00:41:06 | and hey, if you wanna know my seven tips to XYZ, |
| 00:41:06 | 00:41:08 | there's a link in the description below for free, |
| 00:41:08 | 00:41:10 | it's a PDF, go check it out. |
| 00:41:10 | 00:41:12 | And then the first line in your description |
| 00:41:12 | 00:41:13 | is that link to the lead magnet. |
| 00:41:13 | 00:41:16 | You have three lines before it clicks show more. |
| 00:41:16 | 00:41:18 | Make sure it's above the fold, |
| 00:41:18 | 00:41:20 | so that people don't have to click. |
| 00:41:20 | 00:41:21 | And then you give the rest of the advice. |
| 00:41:21 | 00:41:23 | If you put the lead magnet at the beginning, |
| 00:41:23 | 00:41:25 | people leave 'cause they don't know who you are. |
| 00:41:25 | 00:41:26 | If you put the lead magnet at the end, |
| 00:41:26 | 00:41:29 | people are leaving because it's closing language, |
| 00:41:29 | 00:41:29 | like the video is over. |
| 00:41:29 | 00:41:31 | So you put the lead magnet somewhere |
| 00:41:31 | 00:41:32 | in the middle of the video, |
| 00:41:32 | 00:41:35 | so we're getting people from watching to our email list. |
| 00:41:36 | 00:41:38 | - I love this. |
| 00:41:38 | 00:41:40 | One of the things we started doing with our live show |
| 00:41:40 | 00:41:42 | is we used to always open with just a sentence, |
| 00:41:42 | 00:41:45 | and then pitch about whatever we're selling |
| 00:41:45 | 00:41:47 | and then we'd get to the guest. |
| 00:41:47 | 00:41:49 | What we decided to do was to add the pitch |
| 00:41:49 | 00:41:52 | after the first dialogue with the guest, |
| 00:41:52 | 00:41:54 | right in the middle of the darn thing, |
| 00:41:54 | 00:41:56 | so that we get to the content faster. |
| 00:41:56 | 00:41:58 | I mean, I think that's the message here. |
| 00:41:58 | 00:42:01 | If you inject it into it naturally, |
| 00:42:01 | 00:42:03 | it doesn't sound like it's a pitch. |
| 00:42:03 | 00:42:05 | But if it's right in the beginning, |
| 00:42:05 | 00:42:07 | then they're just gonna skip right past that, |
| 00:42:07 | 00:42:08 | or they're gonna abandon the video. |
| 00:42:08 | 00:42:11 | And if it's right at the end, like you said, |
| 00:42:11 | 00:42:13 | they know you've just changed the topic on 'em. |
| 00:42:13 | 00:42:15 | So you could say something like, hey, |
| 00:42:15 | 00:42:16 | and we're about to tok about tip number two, |
| 00:42:16 | 00:42:19 | But before we do, I just wanna let you know, |
| 00:42:19 | 00:42:20 | two, two, two, two, two, right? |
| 00:42:20 | 00:42:22 | So you have a open loop. |
| 00:42:22 | 00:42:25 | And then they know that if they just listen |
| 00:42:25 | 00:42:26 | for a few more seconds, they're gonna get to the next thing, |
| 00:42:26 | 00:42:28 | and then you close that loop. |
| 00:42:28 | 00:42:29 | That's really important, right? |
| 00:42:29 | 00:42:30 | - For sure. |
| 00:42:30 | 00:42:32 | And ideally, the more related it is the better, |
| 00:42:32 | 00:42:35 | so it doesn't even feel like you're interrupting the video, |
| 00:42:35 | 00:42:37 | that it just naturally flows. |
| 00:42:37 | 00:42:39 | So if you could think about it in your teaching, |
| 00:42:39 | 00:42:41 | what is the lead magnet that's most relevant |
| 00:42:41 | 00:42:42 | to the topic of this video? |
| 00:42:42 | 00:42:44 | And then it feels like it's a value add |
| 00:42:44 | 00:42:46 | instead of an interrupt. |
| 00:42:46 | 00:42:47 | So you're saying, and by the way, |
| 00:42:47 | 00:42:49 | if you wanna learn how to do this, I've got a free guide |
| 00:42:49 | 00:42:51 | that goes into a lot more detail than this video. |
| 00:42:51 | 00:42:53 | There's a link description down below, go check it out. |
| 00:42:53 | 00:42:55 | Okay, tip number two, boom. |
| 00:42:55 | 00:42:57 | So it feels a lot more product placement, |
| 00:42:57 | 00:43:00 | like it's organically value add as opposed to, okay, |
| 00:43:00 | 00:43:03 | Let me tell you about a word from our sponsors, me! |
| 00:43:03 | 00:43:04 | I've got this product, right? |
| 00:43:04 | 00:43:05 | (laughs) |
| 00:43:05 | 00:43:06 | It just works a lot better, |
| 00:43:06 | 00:43:09 | and once you get their email address, |
| 00:43:09 | 00:43:12 | that's where you can keep giving value and also do a pitch. |
| 00:43:12 | 00:43:13 | But pitching in the YouTube video |
| 00:43:13 | 00:43:14 | is a lot harder to convert. |
| 00:43:14 | 00:43:17 | So the goal becomes, this is high level awareness, |
| 00:43:17 | 00:43:20 | and branding and education. |
| 00:43:20 | 00:43:21 | And then we want people on our email list, |
| 00:43:21 | 00:43:23 | that's where we're gonna do the selling. |
| 00:43:24 | 00:43:27 | - Evan. This has been gold. |
| 00:43:27 | 00:43:28 | And I know there's people watching. |
| 00:43:28 | 00:43:30 | And I know there's people listening that are like, |
| 00:43:30 | 00:43:32 | oh my gosh, this is totally opening up |
| 00:43:32 | 00:43:34 | a new frontier for me. |
| 00:43:34 | 00:43:37 | But I also know that there are people listening and watching |
| 00:43:37 | 00:43:39 | that want more of Evan Carmichael. |
| 00:43:39 | 00:43:42 | So where do they go to find out more about you? |
| 00:43:44 | 00:43:46 | - I'm Evan Carmichael, on most places you can find me there. |
| 00:43:46 | 00:43:48 | You can go back and listen to our first episode. |
| 00:43:48 | 00:43:50 | Maybe we could put that in the show notes down below, |
| 00:43:50 | 00:43:52 | we toked about YouTube stories at the time, |
| 00:43:52 | 00:43:54 | which is still relevant and applicable. |
| 00:43:54 | 00:43:56 | But yeah, wherever you are, |
| 00:43:56 | 00:43:57 | just look up Evan Carmichael. - Do you have |
| 00:43:57 | 00:43:58 | a preferred social platform, |
| 00:43:58 | 00:44:01 | if they wanna connect with you on the socials? |
| 00:44:01 | 00:44:03 | - So YouTube is where I'm obviously making the most content, |
| 00:44:03 | 00:44:05 | but it sucks for connection. |
| 00:44:05 | 00:44:08 | Instagram is probably the best place if you want to outreach |
| 00:44:08 | 00:44:11 | or my Discord, which is just off of Evan Carmichael. |
| 00:44:11 | 00:44:12 | - Evan Carmichael, |
| 00:44:12 | 00:44:14 | thank you so much for being so generous with your wisdom. |
| 00:44:14 | 00:44:16 | We are better because of it. |
| 00:44:16 | 00:44:17 | - Thank you, man, appreciate you. |
