How to Build a Million-View Book Launch | Use This Mind Trick from Tony Robbins Now

Promo tip, which I got from Tony Robbins that can help you. Whenever you're talking about the book, you hold it up and it's great that you have it as a prop, right? And you got it in the background too. You never say this book or my book. You say the name of the book so people remember the book. So instead of why I wrote this book, no, no, no, why I wrote Live Life on Purpose is because yada, yada, yada, right? So people then aren't asking, what's the name of that book again? What's the name of the book? Live Life on Purpose. Come on, guys. This is how I built my Instagram in the early days. While Nina was like going to Costco and buying whatever, I was sitting in the car in the parking lot just thinking the people one by one who followed me. And when I ran out of people who followed me, it was people who commented. And when I ran out of people who commented, it was people who liked a message. What a lot of people will do is also seed copies. You can send it to people in ebook form, and then if they like it, they ask and also be, hey, you mind giving me a review on Amazon?

Totally, I'm on it. I'm going to do that like the next few days.

Adam Duran in the house. So you got a new book out. I got my copy here. Here it is. Are you trying to use this to get more speaking gigs, to do more coaching deals? Is that the— you said the focus is on the ebook side, so is that like, or is it, is it selling the ebook? Was it doing more digital? Like, what did you mean by digital? Where ultimately, like, do you want this to, to serve people?

So really just to get the message out there. It's the contents in the book, which is a motivational, inspirational book based on my life and the things I've learned in 30 years of not only my career, my life, my running, and my ups and downs, the challenges, and how to be resilient. You know, it's like, like you say many times in many of the videos you put out, really, we— it's through the resistance that we grow, and it's not in the easy times. You can never know what it is to win and until you've lost. So I share those personal stories in the book and really taking people up and building that mindset, the philosophy of personal development. And if they do it, just be my— just self-awareness. If you're self-aware, you're ahead of most people in the world, because I think most people are not aware of their potential. And I know you, Evan, I mean, you want to impact a billion people, and that's pretty— that's a pretty, uh, tall order. But I do believe that you are on your way because You have impacted millions around the world, no question about it. But on a personal level, you— this is a personal level— you've impacted my life. Now in turn, I'm impacting thousands of people's lives. And so this book is really to help people grow in personal development and go for the goal with the plan and stay focused with tenacity. And if they did that and not quit, when things get hard, because that's part of the growing process. When things get hard, you keep on going. I like what Winston Churchill said: when you're going through hell, keep going, don't stop. So my book, it's only 120 pages, but I wanted to make it really simple and easy read for anybody to pick up and say and get some inspiration and motivation for they too can live the life they were designed to live.

I love it, dude. And so yeah, listen, little author, little author promo tip. Okay, which I got from Tony Robbins that can help you. Whenever you're talking about the book and you hold it up, and it's great that you have it as a prop, right? And you got it in the background too. You never say this book or my book. You say the name of the book so people remember the book. So instead of why I wrote this book, it's no, no, no, why I wrote Live Life on Purpose is because yada, yada, yada, right? So like, you're not allowed to say my book or this book anymore. Tip from Tony Robbins, you have to say the name of the book every single time. So it's like, starts to people, so people that aren't asking, what's the name of that book again? What's the name of the book? It's Live Life on Purpose. Come on guys. Okay, so little bonus tip. I hope that helps. I struggle to remember it too, right? So is the goal, like, do you want to get more speaking gigs from this? Do you want to get, do you want to launch like a group coach program? Program? Like, ultimately, what do you want to do next for Adam Durand? This book is like the stepping stone to—

are you talking about my book, Live Life on Purpose? So I, I am trying to get my book, Live Life on Purpose, out to the world, and it's the message behind the book. And yes, I'm out to get the speaking gigs, both like in virtual and also in the physical sense. And just get the message out there. And a portion of the proceeds of my book, Live Life on Purpose, is going to go to the Boys and Girls Club of America. And it's time to give back. I find I get my fulfillment when I'm contributing to the world. And it's not about, like Jim Rohn says, Tony Robbins' mentor, he says, it's not, I don't need the money. I'll take the money, but I don't need the money. It's not about the money. It's about making the impact. Of my book, Live Life on Purpose. So yeah, I'm trying to get some speaking gigs out there.

Now he's going overboard.

I love it though.

I love the immediate action. We love it. So listen, there's a couple things you can do, right? I mean, if you don't need to monetize right away the book, what a lot of people will do is also seed copies, whether it's physical, like this, like you sent me this, right? Um, and that costs money for you to like print it and send it, maybe not a ton of money, but if you're doing it like times 1,000, then it's, then it starts adding up in the cost, but you can also seed the ebook. And so I'm assuming you have a PDF version of this.

Yes.

Right. And so if either one, the people, you know, can't afford to buy it, or two, you just want to get momentum for it, you can send it to people in ebook form. And then if they like it, they ask and also be, hey, you mind giving me a review on Amazon so that you start building up some more traction on Amazon? If you can get, you know, I was talking to the CEO of Hay House and he was mentioning that if you can get over 1,000 reviews on your book on Amazon, things start to really blow up and take off for books. So it's like, well then how do you get 1,000 reviews on Amazon? Well, it's gotta be in like 5,000 people's hands and they gotta like it and you gotta go. So it becomes a marketing campaign of how do you get into as many people's hands Usually ebook is easier just because it scales more, unless you've got a giant budget to just print off a whole ton of these and like one by one, and you know, you wrote a nice message on the inside, but you're probably not gonna do that 5,000 times for people around. But that can become like, if you don't care about making the, like how much does this cost on Amazon to buy?

I think it's $13.

Yeah, so like if you don't care so much about the, $13 and minus Amazon fees and all that stuff, then that's the easier way to just start building momentum around it and start making a list. Like anybody who follows you on Instagram, any of the people who have ever interacted with you, any of the, you know, people you've helped out, people from before, people, you know, entrepreneurs you've met, people through your running days, you know, like anybody who you've touched and you make a list and say, hey, I've got this book, it's for sale, here it is. As the first launch, that that's already through, then you say, hey, I'm doing a special, it's a Black Friday, it's a Christmas special, it's a New Year's, start your 2023 right, like free copy of my ebook. Are you interested, right? And you just keep track of who said yes, who you sent it to, and then you follow up, say, hey, how did you like it? And if they like it, hey, would you mind leaving a review on Amazon, letting people know what you thought? 'Cause I wanna reach as many people as possible and get this message out to the world. And, you know, hopefully people will do that for you as well. So it leads to more traction and people discovering you. So your small group of however many people, 100 people, 1,000 people, whatever, then can create a lot more momentum around the country and around the world because they're leaving feedback on the book on Amazon. So that's one. And like, I don't know how much you want to pour into that, but it's a great way to start, like, of seeding books with your audience and influencers and people that you know, even if they're not the biggest, just people that you know, and asking for reviews can make a big difference for it to start taking off in circles that you didn't expect. Um, does that make sense?

Totally. I'm on it. I'm going to do that like the next few days. I've already got in my mind— I'm— I have this calendar, I have this dry erase board that I mark everything down. I'm already writing it down right now mentally, so I won't forget. But I want to be here present before I get that.

Yeah, even more than the physical book tour or virtual book tour, it's the seeding and getting reviews that ends up becoming a much bigger deal. So whoever's coming to your, you know, your book tour or virtual whatever, or— but again, it gets a lot of times the weaker connections, like anybody who's— anybody who follows you on Instagram How many people follow you on Instagram?

You know, I got hacked, so I had to start all over again. I think I maybe got 100 and something right now.

You got hacked? What happened?

I got hacked. Thousands of people were following me and I got hacked. I did that link thing, a friend of mine, I hit it, it was done, and it froze it. I could not ever access it again. It was done. I wrote to everybody.

Yeah, you are Adam— what is it? Adam underscore—

I know it's kind of hard. Yeah, that's me.

A little rough, it's a little rough, but okay, we'll deal with it. Uh, okay. So did somebody take over your account? Are you—

are you— yes, they did.

They took over my account and they're posting stuff there.

They— well, they did.

This is—

I don't think they're doing it recently, but they did. That was my old account.

Okay, so first I'm going to follow you back. So that's always a good thing. I wasn't following this account. You have 120 people following you. There you go. That's 120 people. And you reach out to them with those as a video DM. Times 100, like 15 seconds times 120 people. You make a video message to say, hey John, thank you so much for following me. I got my new book out, Live Life on Purpose. I'd love to send you a free e-copy if you're down for it. Let me know what you think.

Send.

Hey Susan, Adam Duran, I just wrote a new book, you know, Live Life, right? And you just do that times 100, like all the 120 people for sure who've, who are following you, right? So there's definitely something there. To start with. Some people will say yes, great, what's your email? You send them the book, you follow up a week later, what did you think? And for the people who like to say, hey, would you mind leaving an Amazon review to help me spread the message as well? Right, cool. So that, that's like step one. Two is, I don't— you're probably not getting that many people commenting yet, I guess, on your videos and posts.

Uh, yeah, not a whole lot, not a whole lot.

That, that becomes the next thing, like, but if anybody— so you've got people who follow you but then you'll also get people who like your posts and comment on your posts, and they may not follow you. Like, I didn't even know that I wasn't following you, because I guess it was, it's a new account, right? Like, you may get people who then see your content and not know that they're not following you anymore, because it's a new account. But if anybody likes your post, or if anybody comments on your post, you can do the same thing. Like, hey, Angela, thank you for liking my post. Like, this is how I built my Instagram in the early days. While Nina was like going to Costco and buying whatever, I was sitting in the car, in the parking lot, just thanking the people one by one who followed me. And when I ran out of people who followed me, it was people who commented. And when I ran out of people who commented, it was people who liked a message. So if you look at your posts and you got, you know, 20 people like the message, cool. You know, look at, look at who those 20 people are and send a video message. Same thing, like, hey, thank you for liking my message. I wrote a new book. I'd love to send you a copy, right? So you start building that up. That's how we can start to generate some interest around it. And then whoever else you can think of, whoever's, if you have anybody on your email list or people from the force or people you've run with, you just make a list and get to as many hundreds of people as you can think of. Even if it's a really loose connection, like the worst case is you're checking in and this is a great time to do it. Like Thanksgiving to Christmas is perfect because people are like, they're winding down the stuff that they're working on. They're in a grateful holiday kind of spirit mood. And you're touching base to say hi. And most people don't ever send video messages to each other. So like, it's a great way to be able to do it. So that's one. The second is actually content. So how much content are you actually making now on this new account? I'm just pulling it up.

Oh, I'm scared. I'm scared. Hey, Evan, I know you're big. Not a lot. Not a lot. I'm scared.

He got a message.

You're right, you're right.

I—

people have been on me for this, and I'm saying, I was before on the old account because I would get, I guess, that dopamine rush. You get hundreds of people like, hey, great job, Adam. And then now I'm like, you know, I spent awesome all my time writing the book, and now I'm getting it out there. I got to get back. And Evan, you— I wanted to say, and those of you who know, know of Evan, and you guys obviously do, people that are watching, Evan, you are one interesting guy because you would send me these video messages even before I met you on a personal level. You send these videos, I'm at work and I would see them, huh, is that— and you're like drinking coffee, coming, walking back from Whole Foods or something like that where you used to live. And you would just send me this quick, you know, blurb and, hey, hope you're having something. And I'm like, that is amazing. I know you did that over and over again and And now, you know, hundreds of millions of views later, there's the proof's in the pudding.

Well, I mean, the off-the-cuff stuff is even better than just being— most of those videos I don't do here in my office, right? It's walking, it's outside, I'm with the dogs, whatever. Like that is actually more genuine and more real for people. And it's easy to make. You just outside going for a walk and you send them a quick video. Yeah, you posted twice in 2 days. Okay, that's good. That's, you know, good. But then the last week before that was October 28th, Adam. You've got a book out that you haven't posted in a month. This is not what we need to be doing. Anyway, so one, like, it's fine. And I get it. Like, you lose your account, you gotta start over. It's a shot to the gut, you know, but now we go and we rebuild, you know, you go and you rebuild. You're starting the race again, you know, like that, That just, I think, needs to become part of the daily, because your stuff was so fire, man. You're energized, especially when you're outside and you just finished the run or you're in the middle of a run and you got your spirit going. That's great content to share. But the other thing you can look at is once people start— do you know, like, do you have a list of people who've actually read the book?

Yes, yes, I do.

And as you start doing the first strategy of sending out ebooks to people, you'll know who has the book as well. You can have a series where you're coaching people on the content in the book. So whoever you sent the book out to, you then make a kind of like this, like you go live with them on Instagram and say, hey, do you want to, do you want to go live on Instagram and I'll coach you through figuring out how to live your life on purpose too? And then they come on and they said, hey, um, Here's Billy, he read my book, Live Life On Purpose.

Are you talking about Live Life On Purpose?

It's so good, dude. And then Billy comes on and asks you whatever questions he's got that relate to the book. So now we're talking about the book, but you're doing coaching from somebody who— so look, one, he now loves you even more, because you spent the time to help him coach. He's probably going to tell more people about the book. But also, you've got content where now people watching, as you continue to build up the audience, keep hearing the book, keep seeing how valuable it is. It makes people want to go out and say, hey, how do I get a copy of that book? So content, like, I would do— if I'm you, I mean, I don't know what the rest of your kind of daily schedule looks like, but I'd be looking at one post a day, video, when you're running or when you're outside. Like, it doesn't have to be fancy formal suit, you know, dressed up or anything. Just you got your bandana on and your sunglasses and whatever, and you're outside and you're filming and you go, right? Every day. And for you, that stuff is easy too. Like, your stuff doesn't— you're not doing like 40 takes and then like post, right? Like, you're great at it and it comes I don't know how much naturally it comes, but like you've also honed it as a skill. You've been doing this for a long time. And whether it's not just talking to the phone, but also in your career and with the, with the force and motivating the people there, um, because you can do it so quickly, it should be a daily thing. Like for you to record a 45-second message takes you like a minute and a half to pull out the phone, press record. It's not like you're spending days scripting these things out before you go off and do it, right? So there's really no excuse for not making— there's really not.

I'll tell you that. This is so good. Yeah, this is—

you're great at it. You're great at it. People love it, and it doesn't take you long to do. It's like, this is— it's like, it's like these Doritos, you know, but if they were actually healthy, you know. It's like, it, it's convenient, it tastes amazing, and it's good for you. Yeah, I'll eat that all day long, right? That's like— that's Adam Duran. He's a healthy Healthy Dorito. So it's easy for you to do. It doesn't take you that long and people like it. So like that's a no-brainer to go off and do daily content. But then explore a weekly series where you're doing coaching with somebody and you get people who've read the book and you ask them, most people do, it's like, this is valuable because most people don't know what their purpose is and they're struggling on how to do it. And they're living somebody else's version of their life, and especially going into now recession, etc. Like, people are super scared, don't know what to do, being laid off, and like, now is the time to go and chase down your purpose. And so you could be a helpful voice to guide people through that transition. So that content, it's still pretty easy to make. It takes a little longer because you're coaching somebody, so it might take half an hour because you're doing a session, but You don't need any prep work. They're just going to show up and you say, how can I help? And then they share what they're struggling with and then you help them. I think it'd be really fun for you, but also give you some great content and also help promote the book. God, this is so good.

This is so good. And Evan, and that's why you're Evan. You are Evan, I forget your middle name, Carmichael, and you can do anything you want to do.

We want more of Adam's motivation and wisdom. We look forward to his daily videos. That's a comment. Says Bertrand. Okay, we want more of Adam's motivation and wisdom. We look forward to his daily videos. Let's go, Adam. Let's go. It's got to happen.

And that is— that, by the way, that Bertrand, that is coming from a coach who's got one of the largest running fitness groups in the entire United States. That he's saying that, and he's a wonderful, wonderful— actually, I ran a 10K this morning. Called the Turkey Trot. Sounds like we had over 20,000 people there. So yeah, we're keeping this thing going. 2023 is gonna be epic. No, '19 was great, '20 was even better for me. '21, '22, '23, put the sunglasses on.

The future's bright. It's getting bright. I love it. So that's it, man. That's what I would do. I mean, I think continue to do, you could do the virtual book tour and the book tour, that's cool. But you'll get the most leverage out of getting the book. And if, again, you don't care about monetizing it directly, then getting the book in people's hands, get that ebook out, get 100 positive reviews on Amazon to start having things. Like you can make that your next goal, 100 reviews. How do I get 100 reviews on Amazon? Do you know how many you have right now?

I think 65 maybe.

Oh, okay, good. 5 more. 155. 100 is nothing then. How do we get the 500 reviews? 500 views, right? Like Hay House, their magic number's 1,000. So if you want to just go for 1,000 and that's it, you go for 1,000. How do I get 1,000, 500 or 1,000 people to leave a positive review on my book? Because again, then it says—

Live Life on Purpose?

Yeah, that book, exactly. This is your most recent running video, October 28th. So we're going to do more of these. Right. But you have a couple of things here. So first off, you replied to one comment, but then there was 3 more. So we got to, we got to respond though to our comments here, you know, let people know, you know, thank you for being here. This is a good start, but then, okay. So here's the thing, like, you know, Angela, she's great. B Asmans is great. Always Feel Happy. So I don't know if these people follow you or not. Right. So these 3 people here, definitely you can reach out to and say, hey, I'd love to send you, thank you for commenting on my post. I'd love to send you a copy of my free ebook, right here. Life on Purpose. Yeah.

Yeah. Oh, that book, right? Yeah.

So you got 3 here, but then if we, we look at here, right, it'll say liked by these people and others. If you click others, it's going to show you all these other people liked it, but never left a comment. So now you can, you can message them. And say, hey, hey Nina, hey Jim, hey Diego, hey, hey John Boy, hey Nando. Like, those are all, these are all people who've liked it but never said anything, right? And so those are all people who you can reach out to as well and give a copy of the book. And dude, you're barely getting started. Like, this is off of a video that you're not consistent on and barely posting. So like, now imagine if you actually, And I know you will, 'cause you're out in Durham. But imagine like you actually start taking this seriously and posting every day, this is only going to start to grow. So it's not, a lot of times people struggle with like, how do I find people? And how do I know who to reach out to? You got them all right here, man. They're all in here. They're all liking you already and you're barely getting started. Like if you started doing this every day, this is just going to continue to grow and grow and grow and grow. And that becomes the positivity army there for you. To, uh, get the message out and also get those reviews.

Oh my, this is—

this is—

could not— once again, being repetitive, could not come at a more opportune time. And so I'm pushing ahead. I see the goal, and it's not linear. This life isn't linear. There's these things, and we, you know, getting hacked or this or that or whatever may throw us off a little bit, distract us. But to get back on that and Just hearing that, I'm going all in. I'm going all in. The next time, one day we're going to talk again, or I'm going to go to Toronto again to see you, or do some salsa dancing over that Toronto dance studio, whatever I need to do, I'm coming. And we're going to keep this thing going because this is what we do. This is what— this is what you're made for. And I know what I'm made for. And once people are aware of what they're made for, that self-awareness and start to believe it, there is nothing that can stop them. Nothing.

I love it. Well, the man is Adam Duran. The book is Live Life on Purpose. Go check it out, and best of luck with the book. Excited to see where you take it.

I'm a very successful realtor, and I have started having people ask me to coach them and help them, and really spent some time in the lockdown thinking about what the next step is in my journey. And, um, I— this year I decided I wanted to be a speaker, author, coach. So I'm writing a book. Um, I've, um, just got certified as a high performance coach with Brendan's group, which is how I found you, by the way.

Cool.

And, um, just thinking about how do I launch a thought leader career. Um, I fell in love with doing videos. I do listing videos that sell houses and really love being in front of the camera, it turns out. And so, yeah, so I'm super pumped about building. I've got a, um, here in Denver, I, I have a Denver office and a Boulder office, but in this office I've already built out a little, maybe it's 12 by 12 room for a studio. All right, I have gear purchased. I have no excuses, um, just learning how to get it all set up. I have acoustic tiles on the walls. I have lighting on the way, you know, I'm doing the whole thing. And what I'm really hoping to do is put out video content to start to build, first of all, momentum for my book. I was a millionaire before I was 30, and then I was homeless for 6 years as a drug addict. So I have, and I've been clean for 12 years now. So I have a, you know, I have a little bit of a journey to share with people and really interested in helping people, you know, like you mentioned in your book, you know, helping people who've been through the same thing. But the same thing in my case might mean somebody who's struggling to make it as a realtor. It might mean somebody who's been homeless. It might mean somebody who's a drug addict. You know, all of those people are in my core group of people to help, whether they're realtors or entrepreneurs. I want to help them build a business the way that I was able to build a business, which was really focusing on the heart rather than the mind. So instead of top of mind, I'm all about top of heart, which is all about making real emotional connections with people. So, I'm babbling, but the point of our time together here is I'm really excited to learn from you. I have a fear, and that fear is that— is not to do video. My fear is that it is mediocrity. My fear is that, you know, I've had some friends start YouTube channels or put out videos, and I watch them put out, you know, a video 5, 6, 7 times, and they go away and never do it again because it's terrible, because there's nobody looking, there's nobody watching. And I'm, I'm a, I'm a, um, a high achiever, and, uh, I expect big things, and I'm afraid that I'm going to start putting out video nobody's going to watch and I'm going to go away. So what I need is a plan to stick to. And if you tell me do X amount of videos this often for this long, No matter what, I'll do it. But that's what I need. I need some help with how to get started.

Great. And the target's going to be real estate or—

No, anybody who's in sales or marketing. So really, which is, you know, an entrepreneur or salespeople. I think that immediately I can impact realtors, you know. If a realtor hears that I've done $50 million in real estate this year, they'll want to learn from me. So I have a really good soft, you know, audience right away. Um, and I have some people that kind of, I believe, will follow what I do there, but I want to, I don't want to limit it to this real estate.

Got it. So I would create a plan that I would execute for all of 2021 and you're not allowed to deviate from it until you get to 2022 and start judging, like, is it working or not? 'Cause YouTube especially takes the most time to build, but is the most long-term brand building that you can do. Because YouTube is the only place where your videos will live forever. Right? So we'll post, you know, this is an IG Live, is great, you'll have some people watching, you'll see some people watching the replay, but you know, in a year, nobody will care what happens on your Instagram. 5 days later, nobody cares what's happened on your Instagram. But if you're a fan of Brendan's work, you know, his black and white video series, 6 years later are still getting views, still getting attention, still getting interest, especially if the content you can talk about is evergreen and timeless. So if you're talking about sales principles as opposed to selling in December 2020.

Sure.

Right? So I want evergreen kind of content and you can definitely dive into elements of your story. I think that's fantastic. 3 videos a week. You can film them all on one day. If you can get to daily, that's awesome. But if you're a high achiever, we need to be over 1 a week. 3 would be my kind of minimum in. You can film them all on one day if you want, you know, for a couple weeks at a time. So you don't have to go into the studio, you know, 3 times a week. I want a talking head video. So you talking direct to camera. And you can pull ideas from whoever you think is your biggest kind of contemporary in the YouTube world. And it's probably a mix of people. There's no one person who's like you. So I'd pull topics from Brendan, I'd pull topics from my channel, I'd pull topics from— in sales, I'd be looking at Grant Cardone, I'd be looking at Jordan Belfort, I'd be looking at Robert Kiyosaki, I'd be looking at like whoever are the— You're bits of all these different people. Go to their channels, look at the most successful videos that they've ever done, and then make your version of it. And don't even care what they— I don't care what they said. So if you go to Brendan's channel or GaryVee's channel and it's, you know, the advice every 20-year-old needs to hear, I want you to make that video without watching what their advice is. I don't care what Brendan's advice is. I want Grant's advice.

So focus on the topic, take the title and take the topic.

Okay. 10-minute plus video.

Damn it.

What?

It sounds so long. It's okay.

I'm just being honest.

You could, you could do it because you've, you, you've got knowledge to share.

Sure. Yeah. I babbled at you for 10 minutes already. So I'm in. Yeah.

Well, babbled is different than 10 minutes, right? Sure. Yeah. Yeah. In, in the book, there's, there's the structure of how to do a perfect thought leadership piece of content. I would hone in on that. I, I would guess you would be great at your storytelling. You could easily tell a 3, 4, 5-minute story or more. Your story, client story, uh, somebody you've mentored, um, something you see happening with young real estate agents, salespeople, addicts. Like, there's lots of stories you could tell. I think you'd be great at that. I think the practical advice piece, you'd probably be great at that too. So, okay, to solve this problem, do 1, 2, 3. Step 1, do this. And I'm sure you could You've just had enough experience. You can, you can, even you had a point form, you could talk to those points and be eloquent and, and tons of value. Where most people struggle is the opening. So you got to hit me with something that you believe that, that most people would find different or weird. Um, so even as practice, like, what's one thing you believe, Grant, that other people don't believe?

Uh, lead generation is great.

So like, that's the first thing out of your face when you press record. Yeah, the very first thing, right? So when I work with people, then they still press record and say, hey, it's welcome back, it's me, Grant. Like, no, Grant. Yeah, right. So you press record and like the very first thing has to be a powerful opinion that like, what did he just say?

Yeah.

And so that takes some training to do, but I think most of the other stuff you'll be great at. So at least one video a week of the three that is thought leadership like that, direct to camera talking. I would love to see one of the three be a coaching video.

Okay.

Where there's somebody in front of you like this. This is a coaching video, right? But flipped. So, so now you're coaching somebody who is in your office, is part of your fan group, is an up and coming salesperson, is an addict or is an addict recovery or any of the topics that you deal with.

Okay.

And the great part about that is you just have to show up. There's no script, there's no memorizing anything, there's no, what's my first sentence? It's, it's you just coaching. Your, your preparation is the decades of experience you have in this business helping people.

So my goal— let me interrupt you real quick— my goal is to build a bit of a membership site and to group coaching for Certified High Performance. So I think you've talked about this before. So you maybe take a snippet of somebody who's, um, you know, maybe there's a Facebook, maybe we have a Zoom call once a month, um, and I do some one-on-one in front of everybody else for 15-20 minutes, taking a piece of that and just putting that as YouTube content, you know, with their permission, of course.

You can do that, um, and/or you could do this. Where you do it over something like Instagram Live to help build your Instagram audience up, or it could just be a separate Zoom that you do either for paying members. So hey, as a bonus, you also get a one-on-one with Grant.

Okay.

Right.

So do you—

sorry to interrupt you, but then do you take this and put it back into YouTube? Meaning do you—

Yes. Okay. Not all of these, like I have a daily show here. Not all of them get cut for YouTube. Some of them, if it's really good, it'll get cut. My team just decides on which one goes up. But yeah, so I go live daily on Instagram and that helps the Instagram audience and also creates content for other potential platforms. I mean, this could get cut up into a million different ways for different platforms depending on what comes out of it. But that could, you could have it as a bonus. So, hey, here's my membership and it costs X per month, but if you sign up for the annual deal, you also get a one-on-one with Grant that then can be turned into content. So you use it to— you can use it to get people into your program. If you love it and you want to do more of it, then maybe you have enough members to back it up. If not, then you can do it for free and people get to see you coaching so that if it's free, then it's public. If it's free, then it's going to be online. And some people may not want it to be public. So say, okay, great. Well, I've got a coaching package and I've got my membership program where you can train with me every 2 weeks.

Sure.

Right? So the free gives you the attention that then shows off you as a coach, because if you want to sell a membership program where you're going to be coaching people, I need to see you as a coach.

Right.

Not just a thought leader talking to the camera. I need to see you get the bug eyes like, oh my God, Grant, I can't believe what you just said. That saved my life. Right?

Yeah.

And it's fun, you know, it's fun like talking to a person, not just a camera inside a 12 by 12 little studio, right?

Yeah.

And then my third series would be something around the book. So how many chapters are in the book?

15, 16.

Yeah, so I would take that and turn those into 15 to 16 regular themes.

Okay.

That then you cycle through. So like, what's chapter 1 in the book?

Um, I don't know. I'm on—

or any chapter, whatever.

I just have 7 and I haven't thought— like, the one I'm writing right now is called Scraping the Bottom. So it's about hitting rock bottom and just kind of getting dragged along the bottom. Perfect. Instead of bouncing off it. Yeah.

And what, what chapter number is that?

A 7.

7. Perfect. So 7 is Scraping the Bottom. And so You know, every 15, 16 weeks there's going to be another video about scraping the bottom.

Got it.

And then you just tell a different story, right? You've got lots of different stories that you can relate to you, clients, in the news cycle about scraping the bottom, because I want you creating content that relates to the book.

Okay.

And then inside those videos you can say, hey, and this is also chapter 7 in my book. Right? And it builds awareness for the book, uh, without it being a, hey, go buy my book kind of sales pitch every time.

Got it.

Um, inside— so those, those would be my 3 series that I would start with.

That's all.

Direct to camera, where you're pulling from the people who you kind of look up to and respect. Uh, coaching with people who are in your community. Uh, and then a series around the book. Inside every video should be a call to action to get something free. First chapter of your book for free, uh, bonus video about the 8 sales techniques that can blow up your business, uh, how I became a millionaire before 30, like whatever, whatever bonuses, uh, fit best. And you put it in the middle of the video, not at the beginning, not at the end, but in the middle of the video that then leads people to a landing page. And then you get their email address. Because it's great to build a YouTube channel, but I want you to have a business that's successful on top of it. Not just— your goal isn't to just be an influencer, right?

Yeah, absolutely.

So we need to get people off of YouTube onto, uh, onto our email list. And then when your book comes out, then you've got a list to be able to pitch people to. Um, if you want to add a fourth series in, it would be interviews.

Okay.

Where you would try to get, uh, Grant Cardone and Jordan Belfort and Brendon Burchard and whoever on the channel, do interviews, and then you can run targeted ads against their channel to kind of hack their audience to get them to come on board. Um, even this, like you could take this interview, this one-on-one and turn it into a YouTube video and then run it as a targeted ad against my audience. So then people who know me, they'll click on it because they know me, and then they'll say, who's this Grant guy? And they learn about you and then dive down your channel. Um, if you want to add a fourth series, and then if you, if you wanted to make more, then I would double down on one of those other series. I wouldn't double down on the book, but I would double down on either the coaching or the direct-to-camera.

Yeah.

If you want to go 2 a week on one of those, now we're talking 4 or 5 videos a week. Um, again, depends on how committed you are and how serious you want to take it, but at least 3 of those videos per week for all of 2021, and then evaluate how we're doing at the end of the year. Just like your mindset is where I'm doing this 3 videos a week for the entire year, not, oh, I'm quitting in February.

Cause exactly. Right. Yeah. That's exactly my fear. How do I get people to the YouTube channel? Like, how do they know it even exists? Right. Cause there are a gazillion YouTube channels? How does that—

Yeah, so starting point one, we're picking good titles that are coming from other channels, right? So that video on Brendan's channel about advice I give to people in my 20s, for example, um, you may not ever have thought of that as a title, but you could give— you could make that video, you know, you could— you can come up with— so we're pulling good titles already. The ultimate hope is to show up as suggested against those people's channels. Um, but step one is picking great topics that people care about. Cause a lot of times you might think, oh, I'm going to make a video on lead generation, but instead of calling it, maybe using the words lead generation sucks on YouTube, maybe it's how to get more sales, right? And the content could be exactly the same, Yeah. But how you title it can make a world of difference for how that video performs.

That's huge.

Two, do you have an email list? No, nothing.

Zero.

Okay. So, you know, we gotta start building an email list.

Yeah.

Yeah.

And anytime you come up with a new video or series of videos, you email them the video so people can find it.

And I shouldn't, I shouldn't say zero. You know, I have 150 people who saw me on stage right before COVID and are really eager to do something with me. And I've done zero with them.

So great.

This is, you know, it's time.

Yeah. Hey, the first 150 is the hardest. So you got 150.

Yeah.

You send them links to the videos as they come up. Um, even better if you can put them inside a playlist.

Okay.

Uh, the link goes into a playlist. Yeah.

I'm going to show you how I'm going to show you a hack. Great. This is great. Let me show, I'm going to go to my computer. I'm going to show you this right now. This is what you're gonna have to do when you put out all your videos. Okay, so we're gonna go to Brendan's channel. So we've got the videos here, uh, and say this one says generate energy in your life. Okay, like say this is your video. Yeah. Okay, when you load the video here, there's an ID up here. Okay, it's gonna go youtube.com/watch?v= and then this is the ID of that video.

Okay.

Okay, that's the video ID. Why this is so important is we're going to go back to Brendan's channel. We're going to click Upload. So we're going to click Play All. And then this code we need to pull from your list. So up here, you only have to do this once. Once you get this code, we're going to take this and list equals this giant thing. Okay, I'm gonna copy that. Okay, then we're going back to his video here. If I paste this at the end of this list, at the end of that link, it's gonna paste it. What's gonna happen is it still shows me the video, but now on the side it's inside of a playlist. Wow. So what's gonna happen is it says 284 videos. So you share this video and then automatically it's going to run through 284 other videos from his channel.

Right.

And so if you only have 5 videos, it'll only show 5 videos, right? But as you keep adding to it, it's going to keep adding more and more and more and more videos in.

Wow.

Some people load the video and then just turn it off. Like, or they don't turn off the computer, but they go for lunch or something and they come back like, oh, I just ended up watching 30 of Grant's videos in the background.

Yeah.

Which all helps with the algorithm people find out about you, right?

Yeah, it's incredible.

Incredible.

Now you can also do this with other, any video on YouTube. So this is, this is, okay, let me find like, let's go Grant Cardone, another Grant. So if I go to Grant Cardone, and we pull up this thing he did about real estate predictions, So this is the video. If you wanted to share this video, you could take Grant's video, put the same link at the end, and then it's going to put it inside Brendan's playlist.

Oh, wow.

So after Grant's video is done, we're going to watch 284 of Brendan Burchard videos.

Wow.

So for you, if you want to share my video or Gary Vee video or this inspirational video that you found, that's not yours. You then add your code at the end of it, and when that video finishes, it'll just auto start playing all of your videos afterwards.

That's amazing.

You seem to get that link once, like that link that I copied was Brendan's link, right? You got to get your link. Once you have your channel, we can set that up, and if you forget, I can, I can help you again to do it. But, um, yeah, it's like a quick little setup, and then you put that at the end of any video that you're going to share. If you're just sending it to one person— and look, look what I did actually, I just left my computer And the Grant video is still playing, right? So I'm gonna end up watching like 40 Brendon Burchard videos because I forgot that I left it open. Which that helps again with the YouTube algorithm. Um, if you send it to one person, it doesn't matter. Like don't worry about adding the code if you just send it to your friend, but if you put it into a newsletter or on social media where multiple people could be looking at it, it all adds up for the watch time.

Um, and then the other thing, So the thing about that I can imagine is, you know, instead of hitting my audience over the head with another email about me, I can say, you know, hey, check out this amazing video from Evan Carmichael, but Carmichael, but they end up going through my videos after that anyway.

Yeah.

So yeah, that's all.

And it, the link leads them to that video.

Yeah.

So they don't have to click anything else. They're still watching that one video, but then at the end, all of a sudden they just get put into the playlist.

That's awesome.

Yeah.

That's amazing.

So every time you're sharing in a newsletter or publicly, you wanna add your link. And then third thing quick is I would look at, if you really wanna grow quickly, I would look at a targeted ad campaign.

Yep. Okay.

If you have a budget to spend against different people's audiences, so.

On social or on YouTube?

YouTube.

Okay.

Suggested video, so video discovery, this pre-roll and discovery. Pre-roll means it shows up before somebody else's video. You don't want that. Discovery means it'll show up down the side. And so I would look at different videos going to different people's audiences. So anything high performance, we're targeting Brendan's audience. Anything real estate, we're targeting Grant's audience. You know, anything sales, maybe we're targeting Jordan's audience or, or, you know, like whoever you think, and it's got to be a big player, but if they only have a small audience, it's not worth doing. Um, anything entrepreneurship, you could target my channel, my audience, and you don't need access to be able to, to do it. Like, you could just target my audience right now with any video that you've got. You just want to be cognizant if you did a real estate video to my audience, it may not be as good as Grant Cardone, right?

Sure.

Um, and the little bonus on top of that is if you get an interview with them, you definitely target their audience with with those videos. So yeah, so you're consistently making content with good titles that attract attention. We're using that link, so anywhere we share it outside of YouTube, we're putting people into a playlist, and then we're running targeted ads for each video that goes up with a goal to gain views and subscribers. A lot of people, when they do ads, they just pump up their numbers, but it doesn't convert to subscribers. That's not what we want. Like, you buying a whole bunch, you could buy 40,000 views from somebody in Argentina and, you know, great, you got views, but it's not actually building your audience.

Okay.

So I'd be looking at USA first, but maybe Canada, US, sorry, Canada, UK, Australia, usually the other 3 markets after US. Um, and then hyper-targeted for the video you're going after. Again, personal development, high performance, Brendon, you just pick, or Tony Robbins, like those topics you pick and you can just create different categories. Like addiction might be somebody else. I don't know who the, who the leading addiction channel would be. Um, yeah. So if you've got a budget, it's a faster way to hack the growth.

That's amazing. That's amazing. Cool. Cause I wasn't sure where to put the video. So, and then do I take the same video from YouTube and also put it as a video blog on my website and it all leads back to the same place, right?

You can. If you're gonna put it on your website, I would— don't do it as an embed. Yeah, do it as a— oh, this is an even bonus, bonus. So most people do it as an embedded link, right? So you can actually watch the video on your website. So you can like click play and they're still on your website. Yeah, don't do that. Um, YouTube heavily discounts embedded views. They count for almost nothing. They want you on YouTube. Yeah. So what you should do is have the— have a thumbnail, like a big thumbnail to say, hey, watch the video with the play button. And when they click it, it goes to YouTube. So they leave your site and they go to— in a new window and they go to YouTube. And even, even extra bonus on top of that is that link also has your playlist code at the end.

Yeah.

So then they're watching all of your videos after.

And if I'm any good, I can have faith that they're going to come back to my website to learn more because you load it in a new tab, right?

Yeah. So they have to close that tab and then there's your website again.

Okay. Okay. So it's not like they've really left my site because that's the fear, right? Is that okay? Amazing. Thank you.

That's your 2021 plan.

Sweet, thank you.

I'm on it.

I'm building it. I'll be, yeah, I'll be on our, um, our call and I'll report back.

I love it. All right, Grant, cheering you on, man.

Thank you very much. Appreciate it.

Yep, take care.

See ya.

To see me coach another entrepreneur one-on-one, check the video right there next to me. I think you'll love it. Continue to believe and I'll see you there. People are coming to you for the extra service. They're coming to you for the expert knowledge. They're coming to you for help. You're going to tell them all the things that they need to get done that they didn't even think about before because you've been through it however many times.