Create Unforgettable EXPERIENCES | The Secret to Customer Loyalty

Pay attention to the experience. One of the things I'm constantly trying to drive home in my businesses is paying attention to the experience for the customers. It's really important that the customer has a great experience in dealing with your company, not just the benefit that they get. From buying your product or service and consuming your content or whatever your business model is. So as an example, I look at Toronto Dance Salsa. We just, we don't just teach people how to dance salsa, we improve their confidence. You look at students coming in here and the first day they're super shy and they're standing in the corner and they're not talking to anybody. And within a couple weeks, they're more confident in their dancing abilities, they're more confident in themselves, that starts to have a ripple effect off into the rest of their life. They're taking care of themselves better, they're dressing sexier now, they have more friends, they're talking to people more. It's a, it's a massive life change that happens for so many of our students. And even though they're coming just to learn dance moves, we give them a lot more. The experience matters. What happens in a class matters. The first thing that I did when I took over this studio was I changed up the lights. I, you know, put family on the wall. I made a tree. Like, the experience matters to me. When you walk in the studio, what things look like, how people are treated and how people are dealt with matters a lot. And it's not just about the product or service they're buying. So how this relates to my book, this is the book video, is I'm working on my bonus page now. And the bonus page is about bulk orders. So if you buy one book, you get the book, but if you buy different quantities of books, then you get additional bonuses. For those of you who wanna support me more and be more involved, get more access, then you can buy those extra features. And what I'm trying to do is make that page something interesting and exciting and a positive experience and simplify things so that there's not 1,000 different book packages that don't make sense, but, you know, 5 or 6 that you can pick from. And the names of those packages mean something to me. And what's in those packages means something to me. And I want that entire experience of hitting that page and finding the package that's right for you, to be hopefully a pleasurable one. It doesn't mean we're always gonna hit the mark, but that's the intent going in. It's not just saying, here it is, take it or leave it, and you're getting a good book at the same time, right? Like the experience matters. The experience matters to me on the YouTube videos, right? When we think about the intros and the content and why I'm spending, why I still review all the videos that go out, you know, I want it to be good. I wanna be proud of it. I want it to be something that when you see it, You like it, you appreciate it, it sparks something that makes you want to change something in your life or change your mindset around something. That, that's a big responsibility for me knowing that you guys put so much value on these videos. You know, I want to make sure that I can give as much as I can to you. And again, it doesn't mean that we always hit the mark. We make mistakes, we try new things, they don't always work, but the intention is always positive. The intention is always to create a great experience. And so I hope you could take that to your business too. What's the experience of dealing with you beyond just the product or service that they're buying? That entire process of talking to you, visiting your website, dealing with the content that you put up, what happens after the sale? Are you following up? Are you checking in on them? Are you going the extra mile? Are you trying to help them beyond just what they bought from you? Help them achieve a greater goal? Whatever that is, if you can provide that great experience, you'll feel better because you're giving back and you're helping somebody out, which just feels good. But it's also going to help your business significantly as well. Let's get to the questions. So first up is Natalie, who wrote in to say, we are here to win and we must help each other win too. Evan, your book would be read and supported by the masses, even those beyond your YouTube channel. Thank you, Natalie, really appreciate that support. That was the goal. And to, you know, give me more context than just I know it wasn't a question here, but to try to provide value to you guys. My goal is to help a billion entrepreneurs. And that was one of my reasons for going to do a book and going with a major publisher. I didn't have a massive need to write a book. There's a lot of ways that I could have a reach and impact, and I didn't want to do it self-publishing because I felt like I wouldn't get it in the hands of as many people. I could make more money doing it, 100%. You make way more money self-publishing than going with a traditional publisher. but I'm not driven by money, it's not the goal. I want to have an impact, and so that's why I went with a major publisher. And so yes, that is my aim, my intention, my goal, is to be able to not just give it to you guys who are on my YouTube channel, but to reach a new audience who may not be on YouTube as much, who may not have ever heard of me, but that can help through traditional PR and through my publisher, and through bookstores, to spread the message, to help people believe, right? We gotta help more people believe in what they're doing, believe in themselves, believe that it's gonna work out. And so that was the thought process behind going with a major publisher. Another question from Natalie came in. Is it possible to make a simple children's book, like 20 pages for children, so they begin to plan their lives around being a business owner? That is super interesting, super important. I love being able to give back and help in the education space. I don't believe we introduce it early enough in education. I know that a lot of my videos are being used in schools, in high school and at the university level. I don't know how early it's being used. People, as part of their curriculum, the teachers introduce watching one of the top 10 videos or one of the "Inspressive" videos on a regular basis to try to inspire their students. It's happening much more on a teacher level rather than a school level or a district level or board level. And it's something that I'm really interested in. I'm not actively pursuing it, but whenever I do get reached out to by teachers, I try to help out as much as I can. Like, do you want to do a Hangout? Do you want to do a webinar? Can I be a resource for the kids? It's something I'm passionate about and I can see myself getting more into. It's not a burning thing that I have to take care of right now, but as those opportunities come up, I would look for, look for me to play a bigger role in the education space, whether it's in the form of a book for kids or videos or something totally different, speaking engagements, whatever it is. It's on my radar and I appreciate you bringing it up. Next up is Shafiq. I hope I pronounced that okay. Evan, I love you. Thank you, bro. Your content is awesome. Your aim is noble, but as a fan, I feel obligated to tell you that you're pumping up too much new content too quickly. I try to watch all your stuff you upload, but I'm having a hard time keeping up now. So first of all, I really appreciate the love. I appreciate the feedback. I love it when you guys try to give me suggestions on what to do. Here's the thing. I don't see myself as a show. It's a channel, and I've talked about this a number of times on the channel. My aim is to produce a lot of content that can help you grow. My aim is not just to produce one video a week. My aim is to provide lots of different content where you can learn from all these successful people, and I don't need you to watch every video. If you see a video on my channel that doesn't interest you, that you don't like the topic, you don't, you're not in that place right now where you need to learn that, That's totally cool. Just like you don't turn on CNN or, you know, CNBC or HGTV or whatever television station and expect to watch every single episode of every single show that they air, right? I think too many people are restricted in their view. I also want to make sure that you're taking action. Like, I would much rather you watch one video a week and take action and go improve your life and make a big change than sit there in front of YouTube all day long. Right, that's not my goal, is to have you just watching videos all day long. I need you to go and do something. That's what drives me. At the same time, I don't know that people invest enough in themselves. The content that I'm putting out, especially you look at the Top 10 series and the Believe Life series and the Mentor Me series, we're spending time to go through hours and hours and hours of footage to find the very best. You look at an Elon Musk top 10 video as an example. How many interviews has he done? How many speeches has he done? How many videos are there out there of him? We take all of that, condense it into one video for you that may be 10 minutes, maybe 15 minutes, maybe 20 minutes, maybe 25 minutes. The best that he's ever said on camera, we combine and put together for you. That's an insane opportunity. That's what I wanted for me selfishly, and it's why I wanted to share it with you guys, and thankfully you enjoy it and you're consuming it too and sharing it. And I sincerely appreciate that. But if you don't have the time to watch that and digest it and learn from these successful entrepreneurs, honestly, I feel like you need to make the time. Like the leadership people on my team, I make them watch the top 10 videos every day, every morning. It's part of the process. I need you to be exposed to greater things. 'Cause if all you're doing is the day-to-day stuff and you're never exposed to the things that can make you go bigger, then you're never gonna grow. Then all the creativity and all the big ideas are only gonna come from me, and I don't want that. I need you to grow as a human being, and you don't get enough of that from the people in your life. And so that's why I create these videos to push you and challenge you. So one, if you don't have the time, cool, you know, I don't need you to watch every video. Most important for me is that you are watching videos and you're having an impact, you're changing something. At the same time though, I'm not asking for a lot. Like, what's the total amount of time of all the videos that I put up on a daily basis? 30 minutes? 40 minutes? Like, how much time are you spending watching TV? Do you spend 30, 40 minutes watching TV a day? What are the other activities that you're doing? I would say that watching my videos for 30 or 40 minutes a day is the single most impactful thing in terms of a resource you can inject in your head Period. That exists. Period. And if you don't want to make that investment in yourself, that's on you. So I have no intention of slowing down. I have no intention of going to one video a day or one video a week or a couple of times a week. If you can't keep up, totally cool. Totally appreciate that. I appreciate your viewership and loyalty for the videos that you do watch, and I hope you take action. But I'm a channel. I'm not a show. And everything that I put out is quality and can change your life. That's why I do it. So hopefully that explains it. Next up is Shelley Marie: "Looking forward to your book. You've got me thinking about learning salsa." Thank you, Shelley. I appreciate the support and love. And yes, part of my selfish drive, I guess, for why I do the videos here at Toronto Dance Salsa Is one, it's easy, I got a space that's convenient, I can store my light and gear, and it's easy to access and get to, but also gives some exposure for the business. Right, I think what you have to figure out is what is the asset that you can bring to your company, what can you leverage the most? I've had success on YouTube and as an entrepreneur, and I can bring some of that status to help the businesses that I grow. And my longer-term vision is actually to invest in 5 to 10 companies that are in around my area, Yonge and Sheppard and city here in Toronto, with people who want to grow, who want to learn, who want to do something way bigger, who want to make money, but more importantly want to have a big impact, and where I can bring contribution and I can bring some of my network and status to help that company grow and raise their awareness. So that's why I'm doing it as part of my YouTube channel. For those of you who've watched more of the history. You may remember the Believe wall behind me, or I was filming out of my office. Yeah, so I'm glad you're feeling the salsa, and I'm looking forward to creating more content on the TDS YouTube channel too, so stay tuned for that. Pavel writing in, "You are my favorite dude on here." Thanks, Pavel, feeling the love. It's always humbling when people say that I'm one of their favorite YouTubers, or I have one of their you know, their favorite YouTube channels. I believe for me, I love my YouTube channel the most. Like, if you take away my knowledge, my advice, the things that I talk about, just the wisdom from the famous entrepreneurs and all the expertise that they bring, I feel like everybody in the world should be watching the videos. I feel like if everybody watched the videos, just the top 10 series every day, if that's what people did, everybody in the world, I feel like the world would be a much better place. I feel like we'd have a lot more understanding. I feel like people would believe in themselves and have more confidence. I feel like people would be jumping on opportunities to live the best version of their life. I see the transformational change it's had on a lot of you guys, and you're writing in the comments, and how it serves as daily motivation, inspiration for you. I see the direct impact on me. I see the impact it has on the people around me, like locally, on my team, who I make watch the videos on a daily basis. I genuinely feel, and I feel that is a responsibility too, to create great content for you guys, that if everybody in the world was watching this channel, the world would be a much better place to live. Koyal Priyasha, eager to read your book. I'm so eager for you guys to read the book. It's been so long. I know I say it every week. I'm super excited. We're almost there. Marketing mode gets to begin soon, and, uh, the stuff that is The exercise that people have gone through by reading the book and the transformational change that it's had on people's lives, not just their business but their lives, is so exciting and I can't wait for it to be out there. I can't wait for it to be in your hands, to see the impact, to see the emails coming back, and to see the growth that comes in the businesses and the impact that that has on the greater community on this planet. I'm so excited, I'm so eager, it's what keeps me going through all of these weeks and weeks and weeks and weeks And, uh, and I'm excited to like join you in that process, to expose it to you, how it goes about creating, um, a book and the marketing part of it too. So coming up soon. Next up, Paul Thompson: Will this book be on Audible? So the book will definitely be in audio version. I don't know about the distribution yet, but as soon as we have kind of data on, uh, how it's going to be released in audio version, I will let you guys know. Next up, Al Amal Beauty. Yay, he mentioned me in the video! Believe Nation rocks. I agree, Believe Nation does rock, and it also shows you guys the impact of just giving somebody recognition, right? Like, I make these videos for you guys to answer your questions, to help you out, but also you could apply it to your business, giving a shout out to a customer on your blog, on Twitter, on Facebook, on YouTube. Like, people like to be appreciated and feel recognized, especially when it's not expected. And so finding ways consistently, like I would have that as part of your weekly task, is find a way to surprise somebody, make somebody feel warm and recognized in your personal life too, right? Like, do you recognize your husband or wife enough? Do you recognize your kids enough? Do you say thank you to your parents enough, right? Like, a little bit of recognition when people don't expect it can really go a long way to making people feel good about themselves. It's a great strategy for your business and for your life, but it also just feels good. It's like the right thing to do. So show a little more recognition to the people in your life. Next up, Grand Apparel. Hi Evan! Hi. And last up from J-Rise, the auto-buy happy face. I am super interested to figure out how many of you guys would just auto-buy the book because of me, because you think it's gonna be good. Like if you guys are thinking about it, and I know there's some people that I would just buy their book I don't even know what the book would be, because I really like that person, I feel like it would contribute to my life. And I think it shows the loyalty, and I wonder for your own business, how many of your customers are so loyal to your company, to what you do, to you as a human being, to your business, that they would consider buying something from you even if they didn't know what it was? Like, I'm gonna write a book, and they're gonna buy it from you, Even if they don't know the topic, how many people would do that? That really shows how much emotional connection you have to your customers, and if the answer is not a lot of people, then you need to do a better job of connecting with them, of creating content, of telling stories, of going deeper, being personal, showing yourself so it's not just all business, because you don't want it to just be about dollars and cents all the time. You want to create loyalty, you want to create that emotional connection, because it ties people to you way longer generates referrals, generates word of mouth, generates more business, has them buying from you for a lot longer. So again, another great business strategy, but also it's a good thing to do. Like, it makes you feel happy. It fills your soul to be able to connect to your customers. So that's it for this week. Thank you guys for joining. I'd love to know what you think about the topic, which was about creating a great experience for your customers, or if you have a question for my book or the book writing process. Leave it in the comments below and I will try to answer you on next week's video. I also really appreciate all the advice and suggestions you guys had for what you want to include in the bonuses that I'm giving away for bulk orders, so I'm going to incorporate some of those ideas. If you have more, leave them below. Again, I really appreciate you guys watching. Thank you for your support. Continue to believe, and I'll see you soon.