Paid Course Content VS YouTube Content - 7-Figure Tips

So when you are leveraging the power of YouTube to sell products and services, how do you differentiate the content you put here on YouTube versus what you put in your courses? Now, I had a student of mine in my mentorship program ask me this question. I thought it was really great, and I wanted to bring it over here onto the YouTube platform so that we could discuss. So I'm going to start off with a little story about my personal gift, YouTube journey that is related to this question. And then after that, I'm going to talk about how I differentiate using YouTube content versus my course content. So I started here on YouTube in 2017, and being someone new to YouTube, I didn't really know what I was supposed to be uploading to my channel. I didn't know what to do. So what I was doing at the time is I was recording some songs, but I was also recording my course. And I said, well, why waste all this material that I'm recording? I just uploaded my course to YouTube. So in 2017, a lot of the content that I was putting on the channel was actually the content that was in my course. Now, here's the crazy thing, and this is why I tell clients, you know, they asked me this question, put good stuff over on YouTube. Don't worry if there's a little bit of overlap, because people still went and bought my course. So in 20, even though people could probably find most of my course content on YouTube, I still sold $16,000 in courses. Now, why and how? The reason why is because people come to YouTube because they have a problem, all right? And they're searching for answers, and hopefully we show up on the other side of that search query. Okay? So they have a problem, they're looking for answers, and then we show up and we help them, and we want to be able to answer their questions. Now, a lot of these questions are going to be very similar to the questions people will have in our course and very similar to the answers we would give in a course format. Now, the difference is that a course provides a step by step system. So the number one reason I survey all the students who buy my course and I say, hey, you know, why did you buy this? Now, you know, versus three months ago, versus six months ago. And one of the top things that comes up, this is probably in the top three, is that people were looking for a system. They were looking for a step by step process to go through because YouTube's great, but there's a lot of information on YouTube. I have over 600 videos now on YouTube. And if someone wants to go through and cherry pick and hand pick and watch it all for free, they can become a very good guitar player. They'll probably learn most of the stuff that you could find in my course, but they want everything in order. They don't want to have to guess what's coming next. They want the step by step, they want the workbook, they want the exercises. So the things that I don't put on YouTube that are in my course are some of the application stuff. So there's videos of me, because I'm a guitar teacher of me just sitting and practicing chord changes, which is a very, very difficult thing for guitar students in the beginning. You know, if you're a fitness person, it could be, you know, doing a very specific workout, but it's something that takes time. And a lot of people on YouTube are not going to sit and watch a video of me switching back and forth between two chords because it's really boring. But if you're in a course, in a program, you need those exercises to get better. And the other thing is that people want greater access to you as a creator. Now, if you have a community, this is a huge plus. I have mine in my Kajabi platform, but when I first started, I just had like a free Facebook group, and it was a way for people who bought the course to get closer access to me, because that's what people want. They really want access to you as a creator, the behind the scenes. So if you can offer that, that's something they can't get on YouTube. Yes, I go live every once in a while, but, you know, in my Facebook group or in my community, I share a lot more personal stories. I'll go live and just say hello and share some motivational stuff. And those are things they can't get on YouTube. So I just want to reiterate, what you put in your course could be the same exact stuff that you put on your YouTube channel. For example, I teach people how to hold a guitar on YouTube. I teach them how to hold a guitar in my course as well. So don't be too concerned that you've got duplicate content. The key here on YouTube is that we want to answer specific questions. But I do use YouTube content very differently than my courses. So if I'm going to teach that video how to hold a guitar on YouTube versus in my course on YouTube, I'm going to allude to the fact that I have something off channel for them to go. So I just redid a video on how to hold the guitar. And I told them, hey, if you want the workbook, the PDF that goes along with this free course, go sign up for my crash course. So in order to do that, they have to give me their email, which then allows me to market to them, which then makes it more likely that maybe they would buy my course. So I'm using YouTube videos to find ideal clients. And I might say something like, hey, this is one of 50 strumming patterns that I go over in my course. So I might teach them one or two. But then they're going, wow, these one or two strumming patterns, which they need to know. This was so great. Lauren says she has 48 more over in her course. So you're always kind of alluding to the fact that there's something else, there's something bigger, there's something better, and that they can get that step by step. And that's what a lot of people are looking for. They're looking for the shortcut, they're looking for the system. Okay? People have problems, they want to solve them. The people who really, really want to solve their problems want to buy a program that's going to help them solve it, as opposed to wasting time searching for things randomly on YouTube. The other thing we need to do in our YouTube videos, especially if we're spending sending people off platform now, we don't want to do this every video. YouTube doesn't like that. If you did it out of one of every four, one out of every five videos, have a really strong call to action to tell people, hey, if you like this content, you know, you should go over to my website. I have this really amazing course. It's over 70 lessons just like this where I go through things step by step with you and will help you achieve your goals. Okay? And you want to talk about what their pain points are and how you're going to help them do that in this course. And just so you know, because I've done the surveys, people are probably going to watch four to five different videos of yours before they're going to go and jump on and buy a product for you. So the difference is courses are meant for teaching. YouTube is also meant for teaching, but it's meant for selling as well. And if you want to see more specifically how I use YouTube to sell, you can go watch this video over here where I break it down with one of my own videos.