How to Get Your YouTube RETENTION at 70%! | #MovementMakers

Today we're talking about how to get your YouTube retention at 70%. This is important because retention has now become the game for any social platform. It's honestly now much less about how many subscribers and followers you have, and instead it's about how good a job you do at holding somebody's attention on the content that you're putting up. And so for YouTube, one of the biggest things that I've been preaching for the past, I don't know how many years, is focus on the 1-minute retention. Where are you at 1 minute? If at 1 minute you can hit 70% retention and it's a decent enough video, like it's 10 minutes plus, you have a great shot at that video blowing up. And so today we're gonna talk about how to do that, both for YouTube, but then also for TikTok and other platforms. You've got a message. All of us here, we have a message, right? We have a message in our heart that we wanna get out to the world. And in order to make that happen, you have to capture somebody's attention really quickly and hold it, especially for that first minute. Because if you can do that, people will watch the rest of your video. But if somebody's landing on your video, they have no idea who you are and you can't capture that attention quickly, then you will not be rewarded with the views from TikTok, from YouTube, whatever platform. So I'm going to pop in, I'm going to share my screen and we are going to dive into it. Okay, let's go. So keeping retention at 70% at 1 minute. So first, let's talk about what is the The retention curve, what does 70% retention mean? For people who've been with us for a while, you know what that means. For any new members, for every video that you put up on your YouTube channel, it'll show you what the retention is. That means how many people are still watching, what percentage of people are still watching the video. And the goal, if you really want a video to blow up, is to at 1 minute, the 1-minute mark, have 70% of the people who started the video still watching it. This is free. This is all baked into YouTube. All the analytics are there. You can easily see how every video is doing. And it's less about what you think is good or what your friends or family think is good and what actually is good. And so when people say, oh, I make really great videos, I don't understand why YouTube's not promoting them. Like, okay, let's take a look at your audience retention curve. And you see that at 1 minute, it's like 20%. It's like, well, you lost all your audience. So it's not a good video for what people want yet. It doesn't mean that you suck. It just means you have to develop the skills to learn how to make better content. And this is factored into any platform, right? It's less about how many likes and comments anything gets. It's about how much time are people spending on your content on the platform. YouTube's goal, TikTok's goal, Instagram's goal, etc., is to keep you on their platform for as long as possible. So if you're having a great job keeping people on your video on their platform, they will continue to promote your videos. So this is what the curve looks like. And what you'll typically see is in the first minute it tanks. And then afterwards, people just keep watching. This is slow, slow, slow, slow drop, right? Here's a slow drop for me. So we made it on August 10th and then it went live August 17th, right? So still a couple weeks ago. And you can see at the one— it's such a long video, it's an hour and a half. I couldn't get it to 1 minute, but at 1 minute 46, almost 2 minutes in, we're at 66%. Retention. That means 34% of the people who are watching the video left the video in the first minute 46. And that 66% are still watching it. This is the one piece of data that you want to be obsessing about over your videos. This is it. There's so much data. I love it. I love playing with it. I love looking at everything. Don't get stressed out, overwhelmed. This is the one thing that you want to pay attention to though. And so if I look at 1 minute, this video is just over 70%. I'm at almost 2 minutes and we're at 66%. So this is a really good video, right? For a video that's an hour and a half long to be at 66% at almost 2 minutes, this is really good. So whatever we did here is really, really, really good. You can see what happens is suggested is now where the video starts to blow up. So this is live. I just took this screenshot 5 minutes before going live with you today. And you can see it's got 15,000 views in the past 48 hours. And where's it coming from? Suggested. This is where we want to play. This is YouTube suggesting our videos. And what you, we usually find is looking at 2 weeks, looking at a month, 2 months, 3 months out is where suggested really starts to blow up. So don't freak out if your video doesn't do well out of the gate. I don't care how my video does at launch. I care about how it does for years because that's why YouTube is so powerful. The videos you make now will live forever. So this video has 95,000 views in 2 weeks and judging on how well this is going, right? 66% at 2 minutes. This is gonna be a million view video because the intro's really good. So the first minute is awesome. Okay, so this shows up for all of your videos. So you want to be paying attention to the audience attention curve on every video, and you can see where you're struggling, where it's not working. If you ever see a big drop, like it tanks, whatever you did there is no good and we need to fix it. If you ever see a big spike, it means people reround to watch it again. And that means you did something really good. Keep doing that. That's amazing. So this is not just a YouTube thing. So we're focused for most of this presentation on— the title was 70% at YouTube. This is not just a YouTube thing, guys. This is in everything. This is people. If you want eyeballs on your content that you are making to impact lives of the people around the world, this is one of the most important sessions that you will ever sit in on. That might be— it sounds hyperbolic, but it's true because This is every platform. Now, most, most of the other platforms won't give you the data, but TikTok does as well. And here's two TikToks that, um, are— I put up side by side. Both are about a minute. This is 55 seconds long. This is 51 seconds long. This is from my personal account, right? 51 seconds long, 55 seconds long. TikTok will show you second by second where people are falling off. This video sucked, right? Like, look how much that retention is tanking. It's falling apart. And as a result, we had 1,000 plays, right? 1,126 plays. This video is doing way better. And look at the difference, almost 11 million plays. It's a big difference. And the strategies that you can use on TikTok are similar that you can use on YouTube, but the retention is the big difference maker. It's no longer about your followers. It's no longer about the hashtags that you're using. It's about how good a job are you doing in keeping the retention. And so looking at this graph, is critical. A lot of people are making the wrong plays. They're going in and say, oh, my TikTok didn't take off. Oh, my YouTube didn't take off. What's going on? I must be using the wrong hashtag. I must be using the wrong title. Maybe my thumbnail is wrong. And those could be, not hashtags, but title thumbnail could be, but it's usually this. You're just not doing a good enough job at holding the retention yet. Yet, right? This is a skill that we can work on. That's what we're gonna talk about in, in today's session. Uh, it's so exciting. Okay, now let me tell you this. Nobody hits 70% consistently. Nobody. Not me. I worked with every channel in entrepreneurship, personal development, thought leadership. Nobody hits 70% consistently. It's the, it's the impossible goal that we're shooting towards, right? That one that I showed you, that's amazing. That's going to be a million-plus view video. But not all my videos go off and do that. And so I'm still learning myself. I'm And every time I learn something, I'm teaching other people as well and teaching you guys. So don't stress out if you're not there yet. It's just what we're aiming for. This is the most important metric on YouTube because if you can get them to stay for that minute, they'll watch the rest of the video. Tracking, it becomes important. And here are the things that we track. So this is something that we track for every video that we put up on our channel. The date of the video, the video ID and links we can go and find it. 1 minute, where is it at, at 70%? What series is it a part of? And then what notes are we doing to try to make it better? And these are different tweaks and changes and updates. Who edited it? We have multiple editors on the team. So what did we do on this video? So what I'm gonna do is go back with my team and look at, okay, why did this video do so well? And what's gonna happen is in my notes, it'll say who edited it. It'll say what we tried, what we tested, what we're working on. New ideas that we, we implemented. And a lot of the new ideas may not work. You know, you might try doing something outside, you might try, um, doing something with a different camera, you might try leading with a powerful opinion, you might try having some music, you might try all sorts of different things to try to make the video do better. But you have to track it. And this is where we used to suck at this. We weren't tracking what we did differently. And, and we've done like 15,000 videos or something, So it's hard to know all the things we've tested and tried already, but this is something that we obsess over. So we just have a spreadsheet and it's very basic spreadsheet and it just has this information on it. So for every video that you put up, you should, I would recommend looking at where are you at 1 minute and what did you try differently? If you have different series, cool, you can put that in there. If it's all the same, like series could be you reacting to a video, you doing thought leadership piece, you doing a Q&A series, you doing an interview, lots of different series that you could have on the channel. What is so different about this video versus the others, right? So I can go to this video and see what was different about this intro so that I can go and apply it to my other videos. Because again, once you get past the first minute, it's usually the small, the slow decline. So it's fine. There's nothing wrong with it being at whatever this is. What is that? 20, 20-something percent at the end of the hour and a half. That's fine. Don't stress about that. This video will have a million views. It's the first minute. So what do we do differently? Same thing for the TikTok, right? And looking at this one versus this one, what do we do differently? Why was the first— TikTok's a lot more aggressive, right? I mean, the whole video is just a minute. So what do we do in the first few seconds to keep people's attention versus this one, which was not as good objectively, just was not as good. People didn't like it. Super pumped for the topic we're going to get into today about how to, how to start actually selling and getting awareness and eyes on the products and services that you have. Are we ready? Ready for today's topic? Can we dive in? We're ready. All right, let me, let me share my screen. Let me get this going. So how to market your programs. I was super excited when this one came in because we've talked a lot about how to get attention, how to create content, how to go live. Now we're talking about how to actually start to monetize and market our programs. And especially if, if you've had a hard time selling things. If you have a hard time asking for money, if you have a hard time pitching yourself, this is for you because we're going to, we're going to give you some automatic strategies as well on how you can start to make money from all the content that you're putting up. So the first big idea, and we've talked about this before, but today we're going to go deep, is whatever you want to make money doing, show me the process of you doing it. Right? So, Big strategy number 1, and this is not just something I'm sharing with you guys, this is what I share with some of the biggest bigs in the industry. Show me the process of you doing the thing that you want to get paid to do. How are we going to do that? It's understanding that by bringing value to people and making it public, you're selling without selling. There are some people here who have no problem selling. Like, yeah, I love selling. It's great. I have no problem picking up the phone and cold calling people. And other people have a much harder time. I'm one of the ones who have a harder time. I hate calling up and say, Zen, you gotta go buy my Movie Makers program right now. So how do you then stand out? Well, you show the process of you bringing value to other people. And it doesn't just help that person, it helps everybody else watching. So whether you're selling the coaching services, mentoring, books, and we're going to dive into exactly how to do it. But That's the concept. Like, what do you want to sell? Just think of everybody. What do you want to sell right now? What's the goal? What do you want to sell? What do you want to make money this year doing? And then how can you show me the process of you doing it? Not the documenting the process of you doing it, but the actual process of you doing it. So what I mean by that, we've talked about document versus create before, but if you want to be a coach, the document in the journey is showing me what you're doing, with your website and how you're starting and why you're doing it and how, how day one is for you when you have no business and all that stuff. And you can get into some of the sneak peek behind the scenes. But what I'm more talking about is if you want to be a coach, I want to see you coaching. I need to see you doing the thing. Do the thing that you want to get paid to do and show it happen live. A lot of you guys want to be coaches. Amazing. I love it. You need to have a regular coaching series. You need to start booking people on your shows to not just have a conversation. That can, that's fun, but I need to see you coach them and help them get a result if you want to start making money as a coach. So it's not just you saying, hey, I do coaching. It's not just Brian coming in and say, hey, I do relationship coaching. I need to see Brian helping somebody through a relationship problem and how to overcome it. Okay? If that's how you want to start making money. Okay. Mentoring. This is now more, this guy's Kyle Manko, right? I sponsor him. He's a League of Legends gamer. He coaches me on gaming and I coach him on life and growing his business. And part of that is every 3 weeks, normally he comes onto my show and it's an Instagram Live that we turn to a YouTube video. And that also gives him promotion and exposure for what he's doing. And also shows off me being a mentor. Without me, I don't have to then say, guys, I'm a mentor for people. You can see it. You can witness it. You can experience it happening, right? So, this is what I want you to start to do. Now, if I don't actually sell coaching and mentoring, I like to, I just like to help. And it's a way to make it scalable, right? But if that's your business, then you definitely need to be showcasing you, mentoring and coaching people, live format. And I love the live format into a public video on YouTube. Client stories. So this is awesome, Pablo here in the house, who was, I think, the first one on here under this live, live stream today here. Welcome, Pablo. You can have your clients come on and you can, you can tell their story and talk about why they bought your book, why they joined your thing. Not make it a sales pitch, but give them value, right? So here Pablo's holding up Built to Serve. You know, I don't have to, I don't have to tell Pablo, hey Pablo, please say something good about Built to Serve on my, on our IG Live together because he likes it. I mean, he enjoys the book. Zayan enjoys the book. Hopefully all of you guys enjoy the book. For those of you who've done movement maker sessions with on my Instagram, Same thing, you hopefully are finding value in Movement Makers, and when it comes out, you talk about it. And that's the process. That's the point. You bring your clients on, you do a session with them, and they're going to say good things about you unprompted, unscripted, not like, please make sure you give me a 5-star review, right? But because they love what you're doing, they're going to always say amazing, great things. So think about not just your not just random people that you're coaching, but your current clients and how can you have them come on and not just be a testimonial sales pitch, but how can you have them tell their story, give them some exposure to your audience, make them feel seen, heard, recognized, and also ask questions relating to whatever they bought from you, relating to whatever they did with you. That could be value for the audience, but it's also showcasing what you do and why you're so great. Challenge is another great one. Take people in on a challenge. So we're doing the 100 video challenge, which is awesome. And if you're on it, great. And if not, get on it. You don't have to do one a day, but post your videos. We want to see them come to life. Zan the man and I are doing a 90-day no sugar, no junk food challenge. We're on day 76, I think, Zan. We're getting close. It's almost, it's almost done. Terry joined. So Terry here in the house too decided to join us in sharing content. To people's Instagrams, right? So Zan, Teri, I, and others are sharing their results and their progress. So day 57, checked off. Now, this is something that I give away for free, but it could be a product. Like, that could be something that I sell. Hey, if you want— people ask me all the time, how do I get the, the sheet that you, Zan, and Teri are using? How do I get it? I want that myself. Like, well, evancarmichael.com/flexiex.pdf. Like you could just go get it. Now, if I really wanted to, that could either be something where I capture their email to get, like, hey, if you give me your email, I'll give you the FlexiX calendar, right? Or two, it's, it's a paid product that this is a little nicer, it's laminated or something, or gets shipped to you. And this is the, this is the packaged product, right? But if you have some kind of challenge or some kind of process and you're showing you and other people going through it, other people will want to join the challenge too. Uh, this year is up because I did, um, a book challenge for my first book, Year One Word. Once it came out, I did a weekly live on my YouTube channel, uh, book club. It's kind of what Zane's doing right now, private with people. I did a public book club once a week for however many chapters there are in my book. I don't know, 12, 12 weeks or whatever. And I just did it live and I didn't repeat it and I didn't do it again. It was a one-time thing. And so it's, hey, if you want to join me, come back for next week, finish reading up to chapter 2, and we'll go through this together. I'll answer your questions and I'll help you. And so it puts some urgency on it. Right? And then again, they're in my process. They're connected to what? The book. I'm ultimately trying to sell the book. So if they know that they get access to me doing a challenge, I can help sell the book. So think about whatever it is that you want to sell, and then how can you package it in some kind of challenge that you're doing together, either as a one-off or it's a repeat thing that you're doing ongoing, right? So that once the 12 days are up for Zane's book club that we're doing for Built to Serve, it's, I think, 12 weeks. And then it, and then it repeats again. Okay. New 12 weeks starting, new 12 weeks starting, new 12 weeks starting. Right? So how can you turn whatever you're selling into some kind of challenge with, with some urgency on it that makes me want to stick around, join in and be a part of your process? Next, show the journey. When I was writing my first book, Your One Word, I made over 40 videos of my journey. So the first ones were like this about my book. I am about to launch a book. Hey, I'm getting a book. I didn't have anything written yet. Then as I was writing the book, I did quick book updates. And I did 40 just book updates. And what I would do is every week I would take this camera. I don't know how well you guys can see me. This is a big camera. I took this camera and walked down the street with this thing in my face while people were watching. It was a super terrifying experience for me. It's not just holding a cell phone. I was like holding this mega camera. And I would, as I walked to Whole Foods, because I wrote my book at Whole Foods in the cafe, as I walked there, which was maybe a 20-minute walk, I recorded the video of my update of where I was right now in the process. And then I answered the questions from last week's video. So whoever commented on this week's video, I would then answer their comments next week. And so I did 40 of those. You can go back and look at it. If you look for these, you'd see the little book icon on it. And then obviously when I pre-launched my book and then when the book is out today, so over 40 videos of me talking about the book. And people are joining you on this journey of you launching this new product or what you're doing. You get to talk about your product or service without talking about your product or service. Right? It's not selling it every time, but as people are watching it, they're like, oh my God, this book is coming out. You're building up all this anticipation because they've been watching you for now, this was over 40 weeks. You might be able to do it sooner. It just took me a long time to actually, you know, write the book and get it up. But show me that behind the scenes process so that in each of these videos, I'm never really selling the book. I mean, maybe in these two, like pre-launch of the book, hey, there's some bonuses and the typical video, and the book is out today. And if you order now, you're going to get all these bonuses. Great. But most of the content here was about me just showing why I'm writing the book, where I got a win. Hey, we got a publisher. Or where I got a loss. Like, oh my God, my publisher hates what I wrote and the editing, and they don't like half of my pages. And here's where I'm fighting. Like you show the real journey, not just the highlights and how great everything is. That makes people connected to you. And again, I'm talking about the book every single step along the way. Today's is an interesting topic. So this is why I love Movie Maker. So let me, let me share my screen. How to not run out of topics or be repetitive. So this is why I love Movie Maker so much because this is a problem that I struggled with so much when I was making my first videos. I always felt like I'm saying the same thing again. I already made a video on that a week ago. I'm doing it again. But why I love this is I would have never thought to put this in any kind of training program. Even though I struggled with it so much, I would have never thought to put this in a training. So I love that you guys are posting your questions and voting on topics. Um, and so we're gonna, we're gonna dive into something that I have never shared before in any of my videos. So unique content for movement makers today. Uh, shout out to Sam Machado for the topic. We're gonna get really tactical today because I think it's gonna be really helpful for anybody who's struggling with, I'm repeating myself, or I don't have enough new ideas for what content I need to make. Are we ready? We want to dive in, get some tactics, get some strategies. All right. All right. I love it. Let's go. So listen guys, I checked last night. I have 10,633 videos just on my main channel. Okay. Not all of them are public, but we've got over 10,000 videos on the main channel alone. There's only so many times you could talk about belief, right? There's only so many unique ideas that you can come up with at a time. I can guarantee you there's a lot of repeated content themes in those 10,000 videos. So I've gone through it. I've done it. I've done the work. I didn't build my channel just having 14 super unique videos. I'm going to show you guys how to do it too. Number 1 is focus on them. This was one of the things that helped me so much is recognizing that most of the people who are watching your content are new to your channel. So I pulled this stat last night from my YouTube channel. This is my main channel. Out of the last 116 million views on my channel, 99 million of them, almost 86%, almost are not subscribed to my channel. They're new people. And I had to look at that, like, go look at your own channel and you'll see something like this. And this is good. This is a sign of a healthy channel. It means we're reaching new people. We're growing. More people are finding out about us. If this was flipped, I'd be scared. If it's 85% subscribed, that's bad. That means nobody new was watching your content. So when I saw this stat the first time, it made me realize, holy cow, the person watching this has no idea who I am. They've never seen my old messages before. And if I made a video a week ago or 3 weeks ago or a month ago or a year ago, chances are they haven't seen that video. And so the message is brand new for them. This is also why when I lay out in Built to Serve the thought leadership template, you lead with a powerful opinion. Because when you say, hey guys, welcome back, it's me, Drew, and I'm so excited to have you here, people are watching like, well, I don't know who you are. Welcome back. Welcome back to what? Right? They don't know who you are. And so you're talking to the 15% or the 14%. If I led my video saying, hello, welcome back. It's me, Evan. So excited to have you. Happy Thursday. I'm talking to this 14% as opposed to the 85%. So just because you feel like you've talked about it before, it doesn't mean that people have heard it. It's always a brand new audience each time. Just try to remember that the people watching this video, they don't know who you are, they haven't seen your other videos. Even in looking at Tess and how much she's grown over the past 38 videos, I asked, hey, have you gotten better? She's like, yes, I've gotten so much better, big smile, nodding her head. The video that you made, even on the same topic, you could do better now. And that's only 38 videos in. Once you get to 100 videos or 1,000 videos, if you get to 10,000 videos, You get a lot better in the process. You can go back and watch all of my old videos and see how bad I was at the beginning and how I've gotten better with practice. Okay? So always remember that it's a new audience every time. The other thing is remember that they still need it, right? This was another big breakthrough for me is just because they heard the message once doesn't mean now, okay, I got it. Now I'm good. Now I'm set for the rest of my life. Right? They need it. They need it daily. So this is a great quote that I pulled from Zig Ziglar who says, people often say motivation doesn't last. Well, neither does bathing. That's why we recommend it daily. So looking at any of the content that you're making, if I look at Zen talking about confidence, just because they watch one video from Zen on confidence, that might shift them in the moment. But if they don't have it on a regular basis, they're going to fall back. Because think about people being a product of their environment, right? That's why I love Movement Makers and having you guys here because you can collab with each other and be supportive of each other because we have a family environment. Most people's environments, think about not you now, but think about your audience. Most of their environments are not amazing. They don't have people encouraging them. They don't have people believing in them. They don't have people telling them they could be awesome, that their ideas can happen, that they should have courage, that they should chase their goals. Most of the people are telling them that their ideas aren't very good, that you can't do it, that who are you to think you can go off and do that thing? And so they need you. There's a lot of people writing to me every day. We see it in the comments of how I've been the biggest influence in their life. It's like, I don't even know you, right? You think about like their parents and their friends and their grandparents and whoever helped. I don't even know who you are. And yet I've been the biggest influence. And I take that as a big responsibility. It's like, oh my gosh, I got to make sure that I stay on track. You know, like parents I know put on my videos in the morning for their kids to watch because they say the kids won't listen to me. But when they hear Beyoncé say it or when they hear whoever say it, now they listen. Teachers play my videos in their schools for the same reasons. Like the kids don't want to listen to me, but they'll watch your videos. So that's a, that's a, that's a big responsibility, but it's recognizing that they need it daily. So the people who are watching your content, they need it daily. They need to hear from you daily. They might be subscribing to 200 different channels. You're one of many. And so your content really, really, really, really matters. If I don't post a video, like my espresso series, where we do a shot of espresso in the morning, we post them Monday to Friday. The amount of comments and the amount of people write in to say, Evan, we need a Saturday espresso, we need a Sunday espresso, none of this weekday only stuff. Come on, man, I need it every day. Come on, you know how many videos we have on all the different channels? You're killing me here. But, but like, that's it. People want it daily. If you've, if you've shifted them a little bit in the moment, that's a great shift. That's a little baby step. And your goal is to help them make those little baby steps and baby shifts. Every single day. So just because you've said it before, it doesn't mean that they've incorporated it, they got it, and now they're living it. They need that constant reminder. And you making the content and sharing the message is that constant reminder to help them be the force of influence in their life. And again, I take that as a responsibility and as should you. You know, for everybody watching, people will consume your content and be— we're building movements here, right? Movement makers. You're the leader of the movement. People need to hear from you. They need to see you showing up every day with your message. And just the fact that you're willing to show up is an inspiration. So often we just get too caught up in our heads of thinking about us. Well, I already made that video. I already said that. I'm out of topics where you have to shift the focus, right? We're built to serve, shift it on them, shift it to the audience. They need your help. They need your message. They need to hear from you. They need to see you showing up. They need to see you being consistent because that becomes an inspiration for me to be consistent as well. Yeah. Like we all have our morning routines. And what I would love is for you and your message to be a part of somebody else's daily routine. That's what building a movement is all about. It's not just randomly watching one of your videos. It's that you become an integral part of somebody's daily life, that they need you, they rely on you, you're the source of inspiration and courage and belief in them to want to go and do something bigger in their life. So focusing on them, right? Remember, it's always a new audience. 86% of my audience, and look, I'm a big channel, right? I've got 3 million subscribers almost, and still 85, 86% of the audience are new. And that they need it every single day. And this took me a while. I don't really focus on this anymore, but when I was starting at the beginning, I remember really struggling with this. That like, I've already said this before, I'm running out of ideas. I don't know what to talk about. That's you getting in your own head. You got to get out of your head and start focusing on them. You focus on them, focus on they need you, think about who you used to be, think about how little influence or positivity you had in your life, and now it's your job to be that person for other people. We've got a very special topic today, the 9-step ultimate coaching process. Okay. Why it matters. So first off, just quickly about coaching. You guys have heard me talk about coaching over and over and over and over and over again. I think as a thought leader, it is the most important thing to be doing at the start, at least of your journey, whether you want to go on and be a coach. And that's part of your, your mission, amazing. But if not, it's still the most important thing that everybody needs to get some experience doing. The first is content. So I do coaching almost every day live on my Instagram. Here are some beautiful faces and beautiful people that have done some recent coaching with. And I do it when I'm, you know, feeling great and, you know, lots of sun on my face and in a great mood. I do it. This was in Puerto Rico and I'm in my bathrobe. Doing coaching. This is me. I'm looking pretty tired in that shot. It doesn't have to be perfect. You don't have to always look like this. You don't always have to be, uh, perfect in front of the camera, especially when it's doing it on Instagram, because the most important thing is you're teaching me to think like you think. So step number 1 is just getting content out there. I want you guys to get more content out there. That's the whole reason for the 100 video challenge. You think differently. You have a message to share. I want other people to understand understand your message. And so even more powerful than the thought leadership template that we've talked about before, that's in Built to Serve, is you showing me the results that you can get somebody, that in having a conversation with you, somebody's eyes bug out and say, holy cow, I can't believe that's possible. And you're changing that person's life. And then you're also changing anybody else who's watching they get inspired to say, hmm, maybe I can make a change in my life as well. Because you had that conversation. This is the number one piece of advice that I'm giving all the big names that I work with to say, I need more coaching videos, not just you talking in a video, all the, all the guys, all the, and the ladies who you, who you see on YouTube and you love and you follow all of them. I've likely had a hand in helping their channels grow. And I'm telling them to do more coaching as the biggest strategy for 2021. It's also a lot easier for people to show up for you to create content than to try to memorize a script and just talk to a camera. It's a lot easier to talk to somebody when you feel like there's somebody in front of you and you're helping them. It's a lot easier to do it. And you just ask, hey, how can I help? You don't have to memorize anything. They're bringing you the content. So, this is an easy way to get content out there to start spreading your message, your mission. And again, hopefully people are asking you questions around what you know about, right? When I go live on Instagram and people come in, uh, they're not asking me like, how do you braid your hair? Right? They're asking me things around entrepreneurship and personal development, like things that hopefully I'm an expert at and know what I'm doing. Next, it's also the fastest way to make money. So if you guys are in the early stages and you're trying to turn this into a full-time business, you want to be able to quit your job and start making more money for you, your family. It's the fastest way before getting to speaking or books or courses or anything else. It's the fastest way to actually start making money in your, in your business. It's trading your time for money. It's not as efficient, but it's the fastest way to start bringing money in. So this is a picture of, um, Fonda, Fonda White, who he joined my, my livestream on YouTube, but every 4 times a week, Zan, Drew, and I go live on YouTube answering people's questions. And Fonda came in and we challenged him to do some outreach and DM people on Instagram. And he tried it and he just started DMing some people on Instagram and he got his first coaching client who signed up for 6 months of coaching with him. He told us last night he doesn't even want to be a coach. And that's not part of his long-term ambitions. It's like, here's a guy who doesn't, want to be a coach who's getting coaching clients just by doing DMing on Instagram. So we've got a picture of Terry Wade Thompson, who's here in the house as well. We love you, Terry, because in Built to Serve, page 194 is the strategy. It's called the Fast Pass to Freedom. So it's the DMing strategy of how do I get people to sign up for my coaching services? It has scripts, it has examples. That's in there. And that's what Fonda White was using to go off and get his clients. You can do it too. So it's the fastest way to start making money in your business. Coaching. Next, you guys want to write books. People here want to write books. You want to, you want to be an author. You want to write books. If you do, before you write a book, coaching lets you know who you're talking to. So build to serve. So I'm here, uh, with Dean, who's a supporter of the book. Built to Serve basically is a result of all the coaching that I've done. It's a result of all the conversations that I have helping entrepreneurs. If you're writing nonfiction, right, which I think is where most people are at here, then coaching allows you to understand the back and forth. So here's what happens when you have gone through something yourself, you want to share with the world, right? You've come through something, you've grown, you've learned. Now you want to share that with the world. How it worked for you is not going to be exactly how it works for other people. And so what you have to understand is that feedback that they get coming back to you is the thing that makes you a better author, a better coach, a better speaker, et cetera. So when you're writing a book, it's only a one-way conversation. That's the challenge. When you're writing the book, it's you only talking to them. There's no feedback. So you have to know what their feedback is going to be so you can write a better book. Most of what this book is, Built to Serve, is me knowing how people will react to the message. Here's the message. Here's the who, why, how, and then knowing how people respond to it and then dealing with those objections inside the book. So even if your ambitions are to be a great author, start with being a coach. One example that I shared on my livestream was Ben Shapiro, who, if you guys know him or not, he's a right-wing I don't know, what would you call him? He's a personality, I guess, but he's also an author. And anytime he's writing a new book, he goes on tour across the US to different college campuses with his thesis of what he wants to write the book on. And he does these town halls, which basically become giant debate sessions. He basically wants people to poke holes in his arguments. It's like, tell me why I'm wrong. And what he does is use that feedback to strengthen his argument, to then write a better book. So in the working with people and understanding what struggles they're facing and how they hear your message, it allows you to craft a better message as opposed to creating in a vacuum. Most authors create their book in a total vacuum, and then it doesn't land with people and they don't end up having the success that they need. So you have to test drive the messages first. Books are basically group coaching. But there's no feedback. So you have to know what you're doing. Same thing with speaking. Speaking is group coaching. Speaking is you're sitting there on a stage and maybe there's 10 people or maybe there's 10,000 people in the audience. There's no direct feedback coming back to you. So you have to know what they're thinking. You have to have done the work on the individual basis first. This is a picture of Lily, who I worked with a number of years ago, who she wanted to be a speaker. It's like, my goal is to be a speaker. I want to be on a TEDx stage. And we got her. This is a picture of her on the TEDx stage. I said though, before you go and be a speaker, you have to be a coach because you have to know the people in the audience. Otherwise your message will not land. Same thing for the book. She ended up loving coaching so much that she stopped being a speaker and now is just a full-time coach. But even if coaching is not your ultimate ambition, it's your starting point to actually get to know your audience in a paid way. Like there's a big difference between just coaching somebody for free and coaching somebody who's willing to pay you. And then everything else that you're trying to create, your courses, anything else, you'll make a better course if you've done coaching. You'll make a better book, a better speaking gig, better course, all of it if you've done coaching. And this is a huge mistake that people fall into is you start creating a course or you start making your topic for your speech. You haven't test-driven it enough. On individual people to help them get results. Your job as a speaker, as a course creator, as a book is to help people get a result. They're coming here with this problem, which is a problem you saw, you solved for yourself, and you need to get them from here to solving the problem. And if it was just as simple as do these 4 steps, then people would do it and everybody would be rich and thin and happy and all of it. The problem is you're dealing with humans who will have objections. Who will have their own logical process and emotional process. And so you have to understand how to navigate that and you can't navigate that unless you're actually coaching people. So it's super important. It's why we're going to spend some extra time on this because I really want you to get it. Now let's get to how to actually do it. Create a safe space. This is super, super, super important. Most people feel like they're being judged. People are being judged constantly. People are being judged by their spouses, by their kids, by their parents, by their friends, by their teachers, by their— like, they're all, they're all in this big ball of judgment constantly. Your job is to not judge them. Your job is to create that safe space. Your job is no matter what they say, and some things are easy to not judge for, and some things are harder to not judge for. Like if somebody came to you, if you want to be a great coach, if somebody came to you and told you something that they did that you would never do, you know, um, I cheated on my wife as an example, right? Like that would destroy me, but I'm not going to judge them for that off the bat because if they feel the judgment, then I can't help them. They're not going to grow. Most people are, are, really afraid to tell anybody about the things that are going on in their life. They barely want to admit it to themselves. And now you're asking them to tell a stranger. What ends up happening in a lot of these sessions is people will tell you things that they've never told anybody else. They will tell you things that they've kept hidden that their spouses don't know, their parents don't know, their family doesn't know. Like nobody knows. And now they're here telling you because you created that space for them. A lot of it is just in the intention. It's how you show up. It's the vibe. It's even, even look at how we started Movement Makers for, for those who are new here, you join early, you see Zen, welcome everybody, playing some music. He's got the happy song on. He's, when I first joined, he had Caribbean music going. It's like, it creates the stage. So what's the stage that you're setting for people? And it's just how you show up. If you're showing up, you know, angry, then they're going to be, they're going to be a little more on guard. If they feel any kind of judgment, they're going to feel a little more on guard and not share what you need to share. One of my favorite exercises to do, and I forget who, who, uh, taught me this. It wasn't around coaching even. It was just a recipe for happiness is Imagine you love this person. And this is what I would do and still do when I'm walking down on the street and I see some stranger. In my head, as a quick 2-second exercise, I love this person. It sounds really weird and cheesy, but if you imagine this person walking down the street, like, I love this person, you just show up differently. Instead of like head down in your phone, trying to ignore everybody, it's like you're a little more happy. You might give a smile. Doesn't mean you go up and like hug some total random stranger and have them punch you or something. Uh, but that, that intention shift makes a big, big, big, big difference. So even as a little mental reset before you go into doing a coaching session, say, I love this person. I want them to win. I'm here to serve them. And just those 4 seconds of intention, helps you show up better and set the stage for them to share something that they may have never shared before. This is the official title today: Structuring Content Delivery to Keep It Engaging, Keep the Viewers Watching, and Informative. I, uh, I shrunk that title down a little bit to just Structuring Engaging Content. Hopefully you guys are okay with that. I want you to use the right hooks. Part of the thing that people struggle with is you have great content, you have great ideas, you've got a great heart, you want to serve, you know, there's millions of people who currently are who you used to be, right? And they need your message, they need your voice, they need you to get out there and start to spread it. The challenge is for so many people, and I've seen this over and over and over and over and over and over again, the intro just sucks. The beginning is just not good enough. And you might be making a 10-minute, 20-minute, hour-long video with so much gold, so much content, so much amazing things inside it. But if the beginning sucks, people tune out. This is especially on YouTube where we go long form on the videos, right? So if you guys are making content, I see, I see you guys making content too. I see you guys upping your game. I see you guys making some, some more videos. I'm thinking of actually doing some kind of challenge. Or some tracking of who's making videos on Instagram Live and YouTube on a consistent basis so we can all kind of push each other to do a little bit more. But I see you guys doing it. The beginnings though, and this isn't just you, this is— these are, these are big-time entrepreneurs, people who you look up to, respect, love, that I've been helping behind the scenes. And it's the same thing. I look at the beginning of their videos and they all suck. Meanwhile, 20 minutes in, there's gold. That nobody gets to because people have abandoned the video. So, it's really, really, really important that you lead with the hook, right? We've talked before about in YouTube having a thumbnail, having a title, how to do it. But the lead of any video, not just YouTube, Instagram videos, Twitter videos, a headline on a website, the subject line in an email, when you get on stage, what's the first thing that comes out of your mouth? Like learning to lead with something powerful. That connects with people, that makes them wake up, pay attention, and want to watch the rest of your content. So there's two main divides that I use here. The first is coming ups and the second is thought leadership. So the coming ups is you take highlights of the video and you put it in the beginning. So think about the first 15 to 30 seconds of a video should be highlights of what's inside the video. Think about TV, think about you know, whatever your favorite program is, they often will say, "Coming up on whatever," right? Or even, "Last time on," whatever the show is, to kind of get you primed for what's going on. This is when you cannot control the situation. So when it's just you talking to the camera, you can control it. You get to talk to camera, you get to figure out what your first sentence is gonna be, you can control that. And we'll talk about that, that's thought leadership. But when you're creating content that you cannot control, you need to have the coming-ups. And that's usually when it involves somebody else. So interviews, right? If you're having an interview of somebody on your show, if you look at my Model the Master Series, right? I've had Tony Robbins on and Gary Vee on. We have Gary Vee coming up again. We just had Tony, we just had Wim Hof on, Gurkha Pal Das, Seth Godin. Often the beginning of any interview is not fantastic. It's rapport building, it's getting to know you. It's just setting the stage. It's asking how you're doing. It's what's happening in Corona for you right now, right? It's just setting the stage and it's not gold bombs dropping yet. But in the middle of the video, there's gonna be amazing ones that come up. So you take the highlights and put it to the beginning. Livestream, same thing. So many livestreams suck. Livestreams at the beginning, you're welcoming people, you're saying hi. What Zan was doing was awesome, right? Dancing and welcoming people and having some music on and saying, turn your camera on. Hey, well, how are you doing? What's going on? And spreading the energy. And I see in the live chat people thanking Zan for the energy at the beginning. But I wouldn't want to put that up as a video, right? Like, that's an experience between you guys and Zan, but not a great start for a video that people would want to watch. So even this, I started the recording so that you guys could have it after, you know, once I came on camera and said, hey, movie makers, let's go, right? So most live streams at the beginning really suck. You can train yourself to lead with your powerful opinion. You could train yourself to turn live streams into thought leadership pieces. And if any of you are doing live streams, I would recommend trying to train yourself to go on an opening monologue. So if you remember back to Jay Leno and David Letterman, I don't know if the new talk show hosts are still doing it, but they open with a monologue. So you're opening with a monologue, you're diving right into the idea that you have before you start to welcome people and say, hey, how you doing? Doing and all this kind of stuff. So there's nobody watching at the beginning of a live stream, right? It's just you. And then people slowly start to join. Have in your mind, I'm gonna do a 2 to 5 minute monologue on something that I care deeply about. So if you're not gonna edit anything out at the end, that's gonna be a really good way to get people in. On the replay, you're always thinking for the replay value, not for the live stream value. Coaching. I want everybody doing coaching. It's great practice. It's also great content. But again, at the beginning of a coaching session, it sucks. 'Cause you're getting to know the person, you're waiting for them to join, and you're asking some get-to-know-you questions, creating a safe space, all that, but it's not amazing content yet. So again, the highlights go to the beginning. So vlogs, documentaries, we haven't gone super deep into, but if you're having either somebody follow you around and make content, or if you're following your own day around, you may not know what's gonna happen during the day. That's part of the problem of creating the vlog or documentary. You're figuring out as you go. So even if you have an idea for what you're going to do, you don't know what the main theme is going to be till you actually start living. So again, usually the beginning sucks of that video, but there's going to be some highlight moment. Take it to the beginning. And then speeches is a little bit of a tricky one because I think when you are getting on stage and doing speeches, you should be thinking about leading with a powerful opinion. You should be thinking about turning into thought leadership content. You can be welcoming people, but every second you spend welcoming people, saying, "Thank you, it's great to be here," all that stuff takes away from replay value. So if that's how you're going to open, again, coming up, put it to the beginning. Okay, so there may be a couple others, but basically it's when you're involving other people, it's harder to control the setting and it might be rude in the live experience to go right to the powerful opinion. So we're using coming-ups. And again, big entrepreneurs are still making this mistake with their videos. The thought leadership stuff we've talked a bit about. And so I don't need to dive super deep into, but I wanna go through some examples so you guys get it. And that picture, by the way, is me. It's an interview I did that Tony Robbins put up at his Business Mastery program. So that was, you know, super humbling, super fun. Opportunity. Everything's moving virtual now. So these are now Zoom sessions, and that's Tony in the middle, kind of sitting down watching the interview happen. So thought leadership is what you can control. And what we want to do is be thinking about leading with a powerful opinion. So the first thing out of your mouth wants to be, needs to be, must be a powerful opinion, something you believe that other people don't believe. What do you believe? So, from the second that you press record, what do you believe that other people don't believe? And most people when they're doing this, it's the, "Hi, welcome back. It's me, Susie. So excited. I'm here to see you and I'm going to talk," right? And people are gone. First, they're already gone like 5 seconds, 10 seconds in. If you don't give them something immediate, they're going to be gone. The thing though is people will go especially to YouTube for education. People who are saying, well, people have short attention spans, it's not true. Uh, people will go for education. Just like you might sit down and watch a 4-hour Star Wars movie and watch the whole thing, but you won't watch a 30-second ad that you hate, that is not relevant to you. So it's not just about short attention span, it's about giving people value. People will go especially to YouTube looking for value, looking for content, looking for a message that can help them solve a problem. So, don't be afraid to go long-form, but we need to hook them right away with something that's going to make them want to stick. And what we found is, and I'll talk about it coming up, but in that first minute, if you can get them for the first minute, if you can commit for them to watch 1 minute of you, they're going to stick. In that first minute is really where they're making that decision. Do I want to spend more time? They're giving a little bit, hmm, I don't know. And then if they like it, they're going to keep watching. And if they don't, they're going to go find somebody else, right? It's one click away to go find another video or another piece of content or another swipe to go find something else. So in that first minute, super, super important that we keep their attention. And so powerful opinion, context sentence, and raise the stakes. What do you believe that other people don't believe? That if you walk down the street and said this, people would think you're weird. And you are weird. This is great. Congratulations. You're weird. You're weird, doc. This is awesome. This is the whole point. You think differently than other people. This is your job, is to teach other people to think like you think. The context sentence, you just told me something that was weird, that was different. You kind of hurt my brain a little bit. Like, what did she just say? What did he just say? The context sentence gives me a little bit more perspective on what that means. And then raise the stakes. You basically are showing what happens to me if I don't, if I don't take action on this. Because your goal is to get people to watch your video and then do something. The more you can move people into action, the more people are going to follow you, the more people are going to see you as being their guide and mentor, the more you're going to feel amazing because you're helping people get results instead of just motivating people. So your goal after people watch the video is for them to do something where it's so easy to fall back into their regular life. So this video matters. You have to go even into the recording of this video that this video matters, that what I'm about to make today is going to change somebody's life. And that might be hard to think when you're just in your office on a trampoline, just pressing record on the video, but this video literally could be changing and saving somebody's life. And so you have to come in with that, that mindset, that importance, that urgency on your end before you go. So powerful opinion, context sentence, raise the stakes, make it important. Tell me what happens if I don't follow through. If you want to watch the full version of this video as well as train live with me twice a month to help you build your movement and be around some other amazing people just like you, check out my Movement Makers program. The link to join is right there next to me. Can't wait to see you there. Continue to believe and go join.