Record YouTube Videos People Love: A YouTube Quickie with Evan Carmichael - I Love Marketing Episode #451

There's an education component to the thing that you're selling. And so the idea is when people are going to learn about the problem, like they have a problem, where are they going? They're not going to their guidance counselor or their high school library. Like they're going to YouTube to search. How do I X your thing should show up.

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Like this, you guys don't want to be influencers, right? Like, that's not your goal. You're not here. It's like, how do I get X number of subscribers? Your business model is not being an influencer, right? You've got a business to run. And so for a group like this, it's hey, what do you have to sell? And how can we help you sell more and also make an impact with the message that you've got. When we start looking at YouTube strategies, the very first question is, what do you want to sell? And then for Joe, just to make it kind of practical. So we've got, we've got, you know, the genius, I don't know, experience, like the 25k, 100k, right? You also had Joe's book.

What's in it for them?

You got your ELF tools. Let's just go with this, right? And we all have our own version of this. Like, what do we sell? Maybe you only sell one thing or you sell four things or hopefully you don't have like a thousand things that you're selling because then you got to focus. But what do we sell? And then our content should reflect what we sell because in most of what we do, there's an education component, right? Unless you're selling like bubble gum or something, there's an education component to the thing that you're selling. And so the idea is when people are going to learn about the problem, like they have a problem, where are they going? They're not going to their guidance counselor or their high school library. They're going to YouTube to search. How do I X your thing should show up. People will watch videos and the highest growth is actually in the one to three hour categories. If you're willing to go long, and you can go long, don't be afraid to go long for the short attention span. It's true for the beginning of a video that really matters because they don't know who you are. So you don't start a video like, hey, it's me, Joe Polish. And I'm so glad you're here. Happy Monday. Hope you're having a great start to. They're gone. You're assuming people coming to your channel have no idea who you are. We're not just talking to the people who are currently. They know who we are. Right, Mark? We're trying to hit new people. So if you say, hey, it's me, welcome back, like, welcome back, I've never seen you before, what are we doing here? Right, so you have to lead a video with something. Just like a landing page would have a headline and sub headline, something to capture my attention. Your landing page would never say, hey, welcome back, it's me, Joe Polish. Happy Monday. I hope you're having a great start. Right, so what's a powerful opinion? Like, what do you believe that other people don't believe? And that needs to be the lead of the video. And I'll be working with people and tell them this, like, okay, I got it. And then they press record. Hey, guys, welcome back. Like, stop, no. So it takes for whatever reason, we kind of been trained to do this. But just think, what do you believe that other people don't believe? And how do you get started? Think about all the questions that customers ask you that you're already an expert at. And then we're making videos around those topics, around those themes so that people will then if they're searching on YouTube, they find it, say, I like this person. It's less about people asking about production quality. Like, how many cameras do I need? And that stuff almost doesn't matter for most of these businesses, right? Like if it was, if it's Draw Shop, like their videos have to look good because they're a video production company, right. For most of you, it's quality of thought. Like you're an expert, you're a genius at something. You think differently. So your job is to teach me to think what you think. And maybe that leads to then ending up buying your product or services. But I don't care about the production quality and what camera you're using and if it's 4k or not. And the B roll or the music that shows up is not going to be the difference. If somebody buying from you or not, they're buying from you. Because this person understands my problem and so I want to go work with them. So we're educating now at scale, right? So when we're thinking about content, calendars, like, okay, what are we trying to sell? So this is the first thing I asked Joe and the Team, what do we want to sell this year? And let's start making content geared towards it. So these could all be different themes for the YouTube channel. So in your own business, what are you trying to sell and the best video to make. This is where a lot of people get tripped up. You don't have to make direct to camera videos. Like, what messes so many people who look like you up is you get nervous sitting down at a desk, just talking to the camera, right? You feel like, I hate my life. I don't want to be doing this. I don't know what to say. I need a script. I'm so nervous, I'm sweating like crazy. You know, it's like you don't. And you don't have to. Whatever you want to make money doing, show me the process of you doing it. So for most of you, the best kind of content is actually talking to somebody. Have somebody talk to you, right? Use it as campaigns. Some people may not want to be on video, right? Some people like, oh, I don't want to be, but you don't position as a, please, please do me a favor and come on video so I can help you. It's a bonus that they're buying into. People will go on Jerry Springer and share what they share. They'll tell you their stuff and get help, right? And you don't need everybody. You just need one person a week to come on and be your guest, right? So if you're thinking about, okay, what's my theme going to be? And you look at the chapters in your book and I can make a video on this and like you're stressing out about a script and memorizing and then, and then nothing happens. Like, this is the problem for most people. You just don't do it because it's too overwhelming, too stressful. Nothing happens. You don't know what to talk about. And like, why can't I just be. Why can't somebody ask me questions? It's like, make it easy. All we want to do is sell books, right? So you make a campaign like that. You buy 100 books. You get 25 minutes with her. The prep is zero. And say, how can I help? Right? But you don't need the person to come and then answer a questionnaire with 50 questions before you can help them. And how does the interview going to start? Right? It's going to be, hey, here's Susan, she just bought 100 of my books. So now we're talking about the book. Without talking about the book. Susan's going to be in love with you already because she's already bought all your books and loves. She's in your world. So now you have a glowing testimonial about you. And then you're going to sit there and help her for 25 minutes, which is way more fun because we all love helping people. And when you see her eyes light up and say, oh my gosh, thank you so much, you feel fulfilled. But we're not doing it just for the one on one because that's how you lead to burnout. Right. It's now content that we can leverage and scale and put out to the world that then helps sell more of our books. Yeah, right. So you could do it for a book campaign like that. You could do it for. Think about, think about Genius Network. Right? So it's 25k to be in this room. If Joe threw in, hey, for year two, if you come back, it's still 25k. You don't get a discount. But you might get half an hour with Joe on a live call that would go to YouTube. Some of you might say, no, I don't want that. And some of you say, hey, you know what, I'd love to have some one on one time with Joe. Why not? So you're rewarding your best customers when they sign up again or come back. So then what's Joe going to say is like, oh, hey, Mark, awesome to have you back for year two at Genius Network. Mark's going to say great things because he already spent time with you. Now he's coming back for year two, so it's already promoting now Genius Network, and Joe just has to show up and do his thing. It's a lot easier to make that kind of content than what most of us think of. I need a camera guy and I need lighting and I need a script I need to memorize and I'm already stressed out and I'm not going to do anything. Right. Access to talent is always the hardest thing. Like your time is the most valuable. And so the easiest way to do it is usually to chunk it down. So instead of doing like one call every day or something, you chunk them. You have eight calls in an afternoon and you're already in the zone. Like, once you've helped one person move to the next, it's like super easy. You've already done your hair. This takes a lot of time to make happen. You've already, you've got dressed up, whatever, but just the energy, the mojo of like, I'm ready to go and help and serve. So to go from one to the next and next and next and next is super easy. And if you can get eight interviews done, eight coaching calls done, eight sessions done in an afternoon, that could be content for the whole month. And it's a lot more fun and it shows what you're doing. Right. Unless you. So Joel would be an exception because he's a speaker. So I need to see him speaking if I'm going to hire you from. If anybody wants to be a speaker, coaching calls aren't enough. I need to see you speak. Right. It's great that he can help somebody one on one, but how good are you at speaking? I need to see the thing. Most people here I don't think have ambitions to make that your business to be a professional speaker. But you are in the education business to your clients before they hire you or buy whatever it is that you're selling. So usually that's a lot more fun to do those kinds of let me help my customers or prospective customers and you guys already have customers or if they're not willing to come on live, then you take a smaller version like who's following on Instagram and offer them free one on one time with you. It's a lot more fun, easier to make content. The next step after that is there's a thing here, it says repurpose somewhere. That middle one here, right. It says repurpose, repurpose, repurpose, repurpose. Right. It's like for. I think I was talking to. Was it Patty Ann? I think we're talking about what platform do I need to be on. There's so much content, I don't know where to go. I've got Facebook and Instagram. All you need to do is make long form content on YouTube and then you cut it to go everywhere else. So if she's going to do a 25 minute session with somebody who bought 100 of her books, first off, we sold 100 books. Awesome. Second, we get to have a life changing conversation with a client. Awesome. There's going to be so many gems in that 25 minutes that can get cut to go to all the other platforms. There'll be a one liner that can be a tweet. There'll be a 30 second clip that can be used as an Instagram reel. Like all she has to do is show up and do things that are fun, like elf. Right. It's fun for her to do and then gets cut and placed across the entire Internet across every platform. So to be everywhere you just have to be on YouTube long form and then cut it to go to all the different platforms. So, I mean, for all, I don't know, everybody's business, there's a few exceptions. But for almost everyone in this room, if Instagram is your number one home, you're just losing. It's a dying platform and the content expires. Like, nobody cares what you posted a week ago. But your videos, if you're talking about timeless stuff, like the stuff that people are going to ask her in five years, will still be relevant. And so the biggest benefit of YouTube is that your content lives forever.

And once you have a certain level, they pay you for sure.

I mean, the goal would be to have YouTube start by paying you to fund your entire social media efforts. But it could become a six figure, seven figure, eight figure business for some people if you take it seriously, right? If you're making one video a week and you don't start making eight figures from your, don't come yelling at me that it didn't work, right? But step one isn't so much monetizing the YouTube channel. It's like, how do I, I want her to sell more books, right? Like, we have a practical business outcome that we're trying to accomplish and education is an important part of all of your business. And so we're educated now at scale to attract the right customers to come and find us. Now, book medium as an example, right? What the heck is that? Right? When she sat down, like, this is really cool, but I don't know what that means. Could you imagine her just trying to explain book medium in a, in a talking head video? Be really tough. But if she got people in front of her authors who are struggling to come and say, hey, Kiara, I don't know how to get this book out of me. I'm stuck. I'm struggling. I got writer's block, I got all of these things. And then she goes through her process and then you see their eyes light up like, holy cow, like, I'm ready to go. That's what we want to be able to capture. And it's a lot more fun for her to coach somebody through it than it is to sit there and just make a talking head video. So whatever you want to make money doing, show me the process of you doing it to attract the right customers that come find us.

Books, you know, they're seeds, they're vehicles. You know, rarely is a book a business. A book is a lead generator. A book is something that teaches people there are books that will absolutely change people's lives. And every one of you have read a book that has changed your life. So. But whatever it is, you know, a YouTube video, he does it with video. He has a book. But, you know, he puts videos out in front of people. So just think of repurposing as a way to wrap, kind of wrap your head around it. Think about what it is you're selling. What do you really want to sell that you would like to put information in front of? And if you at least are, you know, clear on that, then it'll be more useful for you as we, as we continue this.

Honestly, like, what's the block? Right? Like, you know, education is important to your business. For most of you, what you're selling is resistance. And so you can educate people at scale. It just makes sense. So I think most of people would know what they're selling. What's the block like? Yeah, but this won't work for me because of X and maybe tackle some of those head on. And for anybody who wants to dive deep into data analytics and strategies and click through rates and call to actions and conversions and all that, I'm happy to do that too. But for most people here, the biggest problem is you're just not doing it and you're missing huge opportunities. So if we can address some of those hurdles, that'd be really beneficial. Awesome.

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