#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

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

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.