The ONLY YouTube Video Business Owners Need to Make

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[SPEAKER_01]: If you're an entrepreneur and you're making YouTube videos to actually get clients, most of the advice you see on this platform is not built for you.
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[SPEAKER_01]: It was made for full-time creators, which is why you can watch all these videos and still not get the results.
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[SPEAKER_01]: Like, my full-time job is running my actual business, and I'm trying to do YouTube on this side.
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[SPEAKER_01]: So how does someone like that get results working smarter, not harder?
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[SPEAKER_01]: I just had an exclusive conversation with my friend Sean Cannell, who is this CEO of Think Media.
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[SPEAKER_01]: His channels have over 4 million subscribers and more importantly, his students have a master over 25 billion views directly from his coaching.
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[SPEAKER_00]: We just had a combo on how to turn YouTube into your number one sales person.
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[SPEAKER_00]: Let's get into it.
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[SPEAKER_01]: Sean, do my audience runs real businesses and most of them aren't going to be posting a huge amount of all.
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[SPEAKER_01]: They're running their full-time job.
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[SPEAKER_01]: YouTube is like a side hustle.
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[SPEAKER_01]: What's the video they need to make if they just want to do one a week?
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[SPEAKER_00]: Yeah, I mean, if you just want to do one a week, I think the first question and the biggest mistake that business owners make is they don't actually search YouTube first for what's working.
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[SPEAKER_00]: So the way you do that is you think about a topic first.
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[SPEAKER_00]: Like you take your your topic that you might come up in your mind, maybe it's based on a question.
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[SPEAKER_00]: We are coaching recently, a special needs education expert.
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[SPEAKER_00]: and that breaks down to 13 categories, a category like autism.
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[SPEAKER_00]: And then we focused on, I'm like, what do you really help people with?
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[SPEAKER_00]: She's like, well, I could tell them autism strategies for parents, educators.
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[SPEAKER_00]: Okay, but then here's what we do.
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[SPEAKER_00]: Once you identify the topic you want to talk about, you go to YouTube and search it.
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[SPEAKER_01]: So for example, what's like some of you be like, there's two types of people in my group.
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[SPEAKER_01]: They're mortgage people real estate.
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[SPEAKER_01]: One might search, they want to make videos about moving to a certain market, like moving to Las Vegas.
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[SPEAKER_01]: OK. Another one might want to just make content about the market in general.
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[SPEAKER_00]: OK.
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[SPEAKER_00]: So if we go, the key is before you shoot the video, you're going to type in moving to Las Vegas.
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[SPEAKER_00]: Now I'm asking what's ranking, but here's where it gets gangster.
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[SPEAKER_00]: is you're saying, OK, what video show up?
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[SPEAKER_00]: And what are their titles?
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[SPEAKER_00]: Like so, what can I learn from their titles?
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[SPEAKER_00]: What are their video links?
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[SPEAKER_00]: Because if you want to be different in the market, sometimes people want to form in it answer that could be the difference.
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[SPEAKER_00]: Or you might look and you're like, well, everyone here is actually, it's like a little bit longer or my opportunity to go deeper.
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[SPEAKER_00]: Like, you know, some people might make five things you need to know before moving to Las Vegas.
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[SPEAKER_00]: It'd be interesting to be like,
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[SPEAKER_00]: 50 things you need to know before moving to Las Vegas.
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[SPEAKER_00]: That's contrarian, but it's thorough, and imagine you're like, this person, I just went to a masterclass with this person.
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[SPEAKER_00]: I'm honest, I know what this is.
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[SPEAKER_01]: I would be thinking, no one will want to click on it because it's so deep, but you're saying, that would be the reason they will.
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[SPEAKER_00]: People are literally trying to decide where they're going to move their family and live and place their life.
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[SPEAKER_00]: how much information would they want.
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[SPEAKER_00]: But in that brainstorming phase, you're getting insight to say, you know, how long are the videos, what are the thumbnails, what are the titles?
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[SPEAKER_00]: And then you could take that into AI, like we built a tool at our company that really helps people think about the psychological triggers, the five levels of awareness.
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[SPEAKER_00]: But once you've identified that topic, maybe it is like an amount of things people should know to Vegas.
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[SPEAKER_00]: Then you think about different ways of packaging that, to me, the,
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[SPEAKER_00]: Real heavy lifting or the real work would be coming up with the four most valuable topics you could talk about once a week over the next month And that's the heavy lifting in the strategy stage research being not just keyword research That's so valuable these days maybe trying to identify topics But going to YouTube itself analyzing the marketplace looking at what else is there and at times you might identify like
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[SPEAKER_00]: This particular angle is too saturated, so I'm not going to make that video.
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[SPEAKER_00]: Let me just make, there's so many angles you can go, so let me go a different angle, so I can plan out my next month of content.
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[SPEAKER_01]: When you're searching, just practically it's like, you're searching last 12 months, ranked by views.
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[SPEAKER_00]: I'm looking what's showing up and ranked.
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[SPEAKER_00]: It was fascinating when it came to this study we did live at our event.
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[SPEAKER_00]: about, we did autism strategies, and then it was like how to deal with meltdowns, was how we went to the even deeper, and then we saw what was ranked in those all old videos.
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[SPEAKER_00]: Like, three years old, five years old, six years old, and we had an expert sitting in the room who actually has used to communicating.
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[SPEAKER_00]: but who was stuck in not getting any views on YouTube, but was suffering what I would say is from the curse of knowledge.
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[SPEAKER_00]: Talking about much more deeper and more complex topics, and like, I'm like, no, this meat-your-target audience at this moment and we discovered it was the autism meltdown, and then realizing like, okay, this outdated video from somebody that is great, they're clearly, they got like 300 to 33,000 views, while she was struggling to get 30.
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[SPEAKER_00]: And it was a matter of thinking about what video should I make next, how to package that video, how to bring some freshness to it in terms of title and thumbnail.
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[SPEAKER_00]: And so the updated version of the old video.
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[SPEAKER_00]: It's an updated version of the old video.
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[SPEAKER_01]: Better version.
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[SPEAKER_00]: And it's a better version.
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[SPEAKER_00]: I mean, people are also clicking on that because there's no other option.
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[SPEAKER_00]: And there's new info, you know, we were just talking about before hitting record the power of new.
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[SPEAKER_00]: People always want new.
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[SPEAKER_00]: Our mutual friend, Neil Patel talks about the only thing working on social media is new.
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[SPEAKER_00]: And so, you know, new research reveals how to handle autism meltdowns.
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[SPEAKER_00]: Okay, so now that that's a fresh angle on probably a lot of foundational principles, but you're like, actually it was really a new report because it's just got back from this and that you can actually, you know, one of these things people do and the other five things you do are probably what the other lady said, but you pulled it into the present that research phase to spend more time on crafting your title, your thumbnail, the package of your video is a big deal.
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[SPEAKER_00]: And then pick those four, make one a week.
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: Okay, this is great.
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[SPEAKER_01]: So, and that's like,
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[SPEAKER_01]: one a week, but you could also do one a month.
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[SPEAKER_01]: You know, depending on your schedule, like it could be whatever's going to work for you, so you're going to be consistent.
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[SPEAKER_00]: Yeah, YouTube's the only platform where your content truly lives forever.
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[SPEAKER_00]: So if you could not, you could do one a month, you also could do four in a week and then take some time off because they work for you when you're not working if, you know, they rank and they're suggested.
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[SPEAKER_00]: And so I also think, I mean, busy business owners know that there's different seasons.
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[SPEAKER_00]: Some weeks, yeah, it's impossible.
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[SPEAKER_00]: It's no way you're going to create content,
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[SPEAKER_00]: And so, again, if I isolate it on this expert, she's already used to doing our live streams sometimes.
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[SPEAKER_00]: And so, I'm like, we can plan for videos about 15 minutes each, and you get to shoot all four of those in an hour.
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[SPEAKER_00]: You know, maybe an hour and 30 if you kind of restart a little bit.
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[SPEAKER_00]: Shoot those on Riverside, we're talking about getting it just set up home office.
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[SPEAKER_00]: And then, you know, put that into a system, depending on where you are.
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[SPEAKER_00]: And by system, I mean, a online jobs.PH video editor that now polished those up at $6 an hour.
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[SPEAKER_00]: And maybe it's going to be 60 to $120 to edit each video.
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[SPEAKER_00]: You should be doing that.
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[SPEAKER_01]: That's not bad at all.
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[SPEAKER_01]: Right.
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[SPEAKER_01]: So, okay, this other trend I'm noticing and there's a lot of things that worked.
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[SPEAKER_01]: We were just talking about this.
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[SPEAKER_01]: There's a lot of things that worked last year before that aren't necessarily working as good.
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[SPEAKER_01]: There's trying to do advice, but then there's stuff that's changing.
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[SPEAKER_01]: So obviously the algorithms are always changing, but one trend I saw was this raw trend.
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[SPEAKER_01]: So there's a raw trend on YouTube right now.
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[SPEAKER_01]: And Alex or Moses just talked about this.
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[SPEAKER_01]: He said, he's not gonna edit as many videos.
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[SPEAKER_01]: They're gonna do super edited like high production quality, but they're also, he just uploaded a video where he literally talked to the iPhone for an hour, for 20 minutes.
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[SPEAKER_01]: And then Sharon, who's on their team as well, he's like, hey, Neil, my last video, I shot in the car and it's outperforming the videos that we spent.
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[SPEAKER_01]: way huge amount of time on packaging and editing and all that stuff.
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[SPEAKER_01]: So what do you think about this turn?
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[SPEAKER_00]: Yeah, I mean, obviously you're talking about legends here, but I think the unspoken
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[SPEAKER_00]: observation about what they're saying is you can't underestimate the brands they've already built.
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[SPEAKER_00]: And so, you know, I've heard Alex say that.
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[SPEAKER_00]: He's like, I think live is a future trend and it's going to be the thing.
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[SPEAKER_00]: And I'm like, yeah, but you're also Alex from OZ.
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[SPEAKER_00]: So, people trust you going into it.
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[SPEAKER_00]: Now, can you meet a stranger on live?
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[SPEAKER_00]: Sure.
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[SPEAKER_00]: But if you're in between questions and it's not as polished and someone's busy and they
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[SPEAKER_00]: It's I'm not invalidating what they said again.
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[SPEAKER_00]: They're ledges, but I think that I was thinking about that.
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[SPEAKER_00]: I think I was in the shower and here's my take.
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[SPEAKER_00]: A, the crafted YouTube video is the most powerful media asset on the internet period, a crafted YouTube video.
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[SPEAKER_00]: So notice what also Alex said, he said, we're going to still do.
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: So they're not giving up.
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[SPEAKER_00]: They're not giving up on the crafted YouTube video.
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[SPEAKER_00]: Human beings in general, always are going to respect if their time is respected.
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[SPEAKER_00]: You know, he takes somebody like a Graham Steffen, right?
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[SPEAKER_00]: And who does financial news and these financial videos?
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[SPEAKER_00]: And he's consistently accustomed to getting a 100,000 views, 500,000 a million views.
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[SPEAKER_00]: But his workflow is a day of research, oftentimes, 48 hours of research.
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[SPEAKER_00]: And then scripting every word of his video,
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[SPEAKER_00]: and then editing it, he might have delegated it by now, but even editing himself.
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[SPEAKER_00]: I'm not suggesting business owners doing that, I'm saying, but what would it be worth to you to have 500,000 views?
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[SPEAKER_00]: It's crafted, and people that want financial information, 16 minutes crafted, this is the leverage point that every business owner would understand.
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[SPEAKER_00]: We, the reason people hire you, hire me is because we're saving them time, we're buying them speed.
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[SPEAKER_00]: And so when you've spent, you've spent not just hours into a video, you've spent decades into the video.
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[SPEAKER_00]: And so the time put into the video crafted, so, you know, there's a smart twink, whoa, I think it's smart twink.
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[SPEAKER_00]: He said, if, if I have an hour to speak,
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[SPEAKER_00]: If you invite me to speak, I can do it right now.
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[SPEAKER_00]: If I had 30 minutes to speak, I need a day to prepare.
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[SPEAKER_00]: And if I have five minutes to speak, I need a week to prepare.
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[SPEAKER_01]: Yeah, it's counter to it.
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[SPEAKER_00]: Yeah, you could look that quote up.
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[SPEAKER_00]: It's something like that, but it's like that's the idea.
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[SPEAKER_00]: That if I have that less time, but it's more, oh man, it's gonna be more refined.
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[SPEAKER_00]: So all that's, all that to say.
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[SPEAKER_01]: It's also like, if somebody throws you a mic, like I just did, you can speak.
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[SPEAKER_01]: But like the guy in my group, or who's watching right now online, is like, well, dude, I haven't, I'm not used to, I don't have the skill yet.
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[SPEAKER_01]: I'm really knowledgeable, I've got,
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[SPEAKER_01]: course of knowledge, I've got 10 years of experience, but I'm not good at refining this to down.
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[SPEAKER_01]: So I think different jokes are different folks.
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[SPEAKER_01]: It's not going to work for the government.
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[SPEAKER_00]: But I mean, to tie that together too, it's interesting is if you took some of your people, they could do an exercise.
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[SPEAKER_00]: If you could ask AI, can you give me 5 to 10 questions to riff on about a particular topic?
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[SPEAKER_00]: And you may be figure out the topic in your next video if it was going to be deep dive.
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[SPEAKER_00]: AI is going to spit that out for you easy.
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[SPEAKER_00]: You're going to look at that as an expert and go, okay, I can riff out those.
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[SPEAKER_00]: Here's what you do.
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[SPEAKER_00]: Turn on a recorder or record the whole thing in audio.
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[SPEAKER_00]: Let that thing record you and you're going to be over-worded and you have so much knowledge, but you could probably spend 30 minutes, 45 minutes just talking.
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[SPEAKER_00]: And a lot of times the best thing you're going to say might be at the end and you remember another point and you jump all around and you remember a story.
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[SPEAKER_00]: And even that's kind of a skill, but you get used to just putting that out there.
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[SPEAKER_00]: Now, we're living in a world, we're turned that into a transcript, and then turn that transcript into saying, hey, what are the strongest points?
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[SPEAKER_00]: Could you reorder the structure of this?
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[SPEAKER_00]: And that's what I mean by, that's how a good speech is made.
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[SPEAKER_00]: Because you're a finding, you're realizing, man, what I said at the end, I should have said at the beginning.
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[SPEAKER_00]: that is what ultimately performs at scale on YouTube.
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[SPEAKER_00]: Because maybe some people follow you and they're going to be willing to listen to you riff, but when you're meeting strangers, they don't have as much time.
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[SPEAKER_01]: It's on audition with those people.
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[SPEAKER_00]: You are on an audition.
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[SPEAKER_00]: Yeah, so you're trying to give them their best 12 minutes.
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[SPEAKER_00]: I don't have like a lot of pressure, but I think then my takeaway is a couple things.
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[SPEAKER_00]: Number one, it's like the crafted YouTube video.
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[SPEAKER_00]: is the greatest media asset on planet Earth.
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[SPEAKER_00]: And this is also from studying YouTubers.
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[SPEAKER_00]: Who crafts their videos more than anybody else?
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[SPEAKER_00]: The top YouTubers Mr.
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[SPEAKER_00]: Beast.
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[SPEAKER_00]: That doesn't mean business owners can't do that.
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[SPEAKER_00]: I'm just saying spend more time preparing and structuring your content.
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[SPEAKER_00]: I'd say number two, yeah, the raw video is also a massive opportunity, but it still takes structuring your ideas.
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[SPEAKER_00]: And especially
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[SPEAKER_00]: You know, following the stuff you teach about hooks, attention, and like the opening line.
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[SPEAKER_00]: So, yeah, shooting your car, but we're talking about individuals who've crafted their communication skills.
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[SPEAKER_00]: That's why I think it's important to not miss your events.
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[SPEAKER_00]: And I know that sometimes there's like electives and all this stuff.
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[SPEAKER_00]: Like, they got to get your stuff to work on what they say in the car.
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[SPEAKER_00]: Yes, that is an acceptable format.
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[SPEAKER_00]: And I would almost say, in one sense, a superior format, because people are so used to AI and overediting,
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[SPEAKER_00]: Yeah, people are really resonating with a video in a car, but who's the communicator?
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[SPEAKER_00]: What's their brand or how well is their message?
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[SPEAKER_00]: Crafted.
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[SPEAKER_01]: These guys can do that on a dime.
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[SPEAKER_01]: And to be fair, I'm sure he thought about what he was going to say.
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[SPEAKER_01]: He had a little sketchpad.
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[SPEAKER_01]: There's probably some hard edits in it.
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[SPEAKER_01]: They cut out a few things.
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[SPEAKER_01]: Yeah, so it's not straight stream of consciousness.
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[SPEAKER_00]: Exactly.
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[SPEAKER_00]: But then, and then lastly, I would validate, of course, the live thing as well, and even for someone who's just starting, and for two big reasons, one, because a, I can't copy it.
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[SPEAKER_00]: So it's also, that's a depth play.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: As a play for someone who's been on the fence, but like, I'm getting to know this person and then they become a customer.
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[SPEAKER_01]: Yeah.
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[SPEAKER_00]: But I think number two, it's also a practice thing.
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[SPEAKER_01]: Yeah.
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[SPEAKER_00]: I think it's like it's like it's the reps. And so there's almost nothing better than putting a live stream on the calendar going live and even if zero people show up, it's not a loss.
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[SPEAKER_00]: It was a chance to practice in public with a little bit of pressure.
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[SPEAKER_00]: You became a better communicator.
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[SPEAKER_00]: I became a better communicator because of reps. And so by putting in the reps, the value is already in the process.
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[SPEAKER_00]: Yeah, I love that.
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[SPEAKER_01]: But for the person who's like, okay, this is a different.
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[SPEAKER_01]: I'm kind of angle on this.
13:50.729 --> 13:55.092
[SPEAKER_01]: We just saw you coach 50 business owners, totally different industries.
13:55.772 --> 13:57.873
[SPEAKER_01]: I'm coaching a lot of people in real estate mortgage, like I said.
13:57.913 --> 14:02.196
[SPEAKER_01]: So for someone who wants to put out an informational piece of content, this question just came out from my group.
14:02.556 --> 14:06.539
[SPEAKER_01]: This guy's in mortgage, but it would also apply to other professions, service professionals.
14:07.359 --> 14:09.180
[SPEAKER_01]: What's that single piece of content?
14:09.200 --> 14:11.502
[SPEAKER_01]: Like if they're like, hey, I'm not doing long form.
14:12.636 --> 14:14.417
[SPEAKER_01]: And I'm only doing short form.
14:14.517 --> 14:16.177
[SPEAKER_01]: I just interviewed Daniel Priestley at my event.
14:16.577 --> 14:22.720
[SPEAKER_01]: And he said, the funnel should be for this person, this service professional should be short form, long form, lead form.
14:22.920 --> 14:23.100
[SPEAKER_01]: Yeah.
14:23.260 --> 14:23.700
[SPEAKER_01]: That's what he said.
14:23.720 --> 14:24.520
[SPEAKER_01]: Short form, long for lead form.
14:25.101 --> 14:29.502
[SPEAKER_01]: If you're just going to make one long form video, is it to solve a specific problem?
14:29.562 --> 14:30.182
[SPEAKER_01]: Is that the best way?
14:30.202 --> 14:32.923
[SPEAKER_01]: I mean, obviously they can make more after this, but what's that first video they need to make?
14:33.684 --> 14:33.964
[SPEAKER_01]: I mean,
14:35.681 --> 14:43.528
[SPEAKER_00]: This might be a hard leap for an individual, but we talk about this thing called the no final strategy, and it's the idea of summarized.
14:43.568 --> 14:46.371
[SPEAKER_00]: It's basically having a webinar that's just a public YouTube video.
14:46.611 --> 14:47.432
[SPEAKER_00]: Is it like a VSO?
14:47.972 --> 14:51.976
[SPEAKER_00]: It'd be like a VSL, but it'd be like a webinar which is similar to a VSL.
14:52.416 --> 14:58.342
[SPEAKER_00]: It's teaching, it's educating, and it's selling, but the big idea is not behind a pay wall or an opt-in or anything.
14:58.802 --> 15:00.767
[SPEAKER_00]: It's, it's living on YouTube.
15:01.148 --> 15:02.712
[SPEAKER_00]: Have you ever heard of the strategy?
15:02.732 --> 15:06.140
[SPEAKER_00]: Different people have talked about Orion Dice, Emon Gottsey's big for doing it like.
15:06.714 --> 15:16.377
[SPEAKER_00]: He basically puts out like a hour-long webinar, but it lives as a YouTube video, and then all of his other videos link back to that video, which is doing the selling.
15:16.977 --> 15:21.098
[SPEAKER_00]: So, what's fascinating is people are doing many chat and things like that.
15:21.939 --> 15:28.301
[SPEAKER_00]: And it's always nice to capture the lead, but you could go short form, comment a word, and I'll send you that YouTube video.
15:29.041 --> 15:29.261
[SPEAKER_00]: And,
15:29.862 --> 15:33.105
[SPEAKER_00]: It's kind of a very transparent, in a trust recession.
15:33.145 --> 15:39.512
[SPEAKER_00]: It's a very kind of chill way to use Instagram, short form, your YouTube shorts.
15:39.692 --> 15:40.873
[SPEAKER_00]: And it could be the related video.
15:40.973 --> 15:42.335
[SPEAKER_00]: And yeah, you just link to that video.
15:42.835 --> 15:48.221
[SPEAKER_00]: And to the degree, you know, version 1.0, that's the thing with it is like the people who are doing this are usually a mastery level.
15:49.371 --> 15:50.572
[SPEAKER_00]: And there might be some iterations.
15:50.693 --> 15:55.698
[SPEAKER_00]: But if that thing is, if you will, great at converting, then yeah, the short form is a chance to meet you.
15:55.798 --> 15:57.560
[SPEAKER_00]: And then the invitation to go watch that.
15:58.321 --> 16:00.684
[SPEAKER_00]: And webinar still work behind an email.
16:00.764 --> 16:02.266
[SPEAKER_00]: But it's like, that's so chill.
16:02.286 --> 16:06.771
[SPEAKER_00]: Like, if you want to watch my deep dive class on this, it's just available on YouTube.
16:06.791 --> 16:07.672
[SPEAKER_00]: I can send you the link.
16:07.872 --> 16:21.997
[SPEAKER_01]: Yeah, because like they're going to get their curiosity from the video the 30 second 40 second obviously you can't explain everything there Right, it's like hey if you want actually walk you through all seven of these yes, I gave you one on here, but there's seven more if you want to get the link I'll shoot it over to you Yeah, and what's fascinating is
16:23.137 --> 16:28.858
[SPEAKER_00]: by then then the YouTube algorithm because you can send traffic to it which YouTube will love and that could growth hack it at certain times.
16:29.318 --> 16:34.019
[SPEAKER_00]: The YouTube algorithm will then recommend it too as it starts kind of figuring out what the video is about.
16:34.620 --> 16:39.481
[SPEAKER_00]: And so this asset can get better with time because algorithmically it's growing in public.
16:39.861 --> 16:43.261
[SPEAKER_00]: You know, I did a recent, you know, I could call it a case study.
16:43.442 --> 16:45.282
[SPEAKER_00]: I was sort of just trying to revive
16:47.015 --> 16:47.776
[SPEAKER_00]: You know, show up.
16:48.117 --> 16:52.862
[SPEAKER_00]: I wanted to I called it actually the 21 day YouTube reset and it was 21 days of vertical videos.
16:53.683 --> 16:54.524
[SPEAKER_00]: I still need to finish it.
16:54.644 --> 16:55.986
[SPEAKER_00]: I mean, people are not counting really.
16:56.006 --> 16:57.588
[SPEAKER_00]: I'm down day 13 and it wasn't.
16:57.768 --> 16:58.769
[SPEAKER_00]: It's clearly not linear.
16:58.789 --> 17:01.472
[SPEAKER_00]: I took a few days off, but even when I did, I would just get back to it.
17:01.852 --> 17:06.117
[SPEAKER_00]: But the commitment to doing it was fascinating because it crushed.
17:07.188 --> 17:10.709
[SPEAKER_00]: I uploaded it on Instagram, Facebook, and YouTube shorts.
17:11.429 --> 17:19.551
[SPEAKER_00]: And on YouTube shorts, I was all shooting on my phone, editing on Capcut, and then, and sometimes I'll just cut up the mini chat, called that, because it doesn't work on YouTube shorts.
17:20.651 --> 17:27.653
[SPEAKER_00]: And I just linked one, basically no funnel strategy, one video to all of them on the YouTube shorts versions.
17:28.553 --> 17:29.994
[SPEAKER_00]: And so there's 13 of those out.
17:30.374 --> 17:32.114
[SPEAKER_00]: They all have 13 points at the same time.
17:32.154 --> 17:34.855
[SPEAKER_00]: All of 13.2, a video that actually,
17:36.193 --> 17:41.741
[SPEAKER_00]: Uh, my co-hosts of our podcast and I, we, we, we talk about our seminar system for 30 minutes.
17:42.101 --> 17:44.084
[SPEAKER_00]: And then actually the whole second half, we sell the program.
17:44.685 --> 17:46.648
[SPEAKER_00]: And we go in on a public video.
17:47.846 --> 17:49.907
[SPEAKER_01]: So it's like, I was the organic reach of that.
17:49.947 --> 17:52.367
[SPEAKER_01]: Did it get kind of nerfed because it's a good nerfed.
17:52.447 --> 17:52.647
[SPEAKER_01]: Yeah.
17:52.907 --> 17:54.288
[SPEAKER_00]: But that's fine.
17:55.188 --> 17:55.988
[SPEAKER_00]: That was the purpose of it.
17:56.028 --> 17:56.908
[SPEAKER_01]: The sales person.
17:57.028 --> 17:58.188
[SPEAKER_00]: It was literally a sales person.
17:58.228 --> 17:59.589
[SPEAKER_00]: It's like a place that could sit there.
17:59.629 --> 18:00.709
[SPEAKER_00]: And it wasn't super terrible.
18:00.729 --> 18:01.469
[SPEAKER_00]: I mean, it's all relative.
18:01.489 --> 18:03.790
[SPEAKER_00]: But for us, it was like 17,000 views, kind of got capped.
18:04.290 --> 18:08.971
[SPEAKER_00]: But again, we could see, you know, and it could so do a decent amount of watch time in the first 30 minutes, because it's that.
18:09.311 --> 18:10.111
[SPEAKER_00]: And then we let people know.
18:10.131 --> 18:14.712
[SPEAKER_00]: And we're like, in by the way, we just wanted to make sure you know, all the details about exactly what this program is going to do.
18:14.732 --> 18:16.573
[SPEAKER_00]: So we're going to walk through it and walk through the bonuses.
18:17.373 --> 18:22.295
[SPEAKER_00]: And so, you know, watch time in Irish retention is, you know, tanked under 10% at the end.
18:22.895 --> 18:34.339
[SPEAKER_00]: But now at 20,000 views for math, let me just say it was 10,000, you know, if only 5% of people make it to the end, that that 500 people were watching to the end of a sales president.
18:34.359 --> 18:38.140
[SPEAKER_00]: You know, this now you're talking to people like, do you just want to know all that he tells about my program?
18:38.200 --> 18:39.321
[SPEAKER_00]: And this shows talk about it.
18:39.681 --> 18:40.741
[SPEAKER_00]: Jump off if you don't want to know.
18:41.461 --> 18:42.262
[SPEAKER_00]: And that video
18:44.337 --> 18:48.601
[SPEAKER_00]: And was growing a little bit, but it was wild to see the spike for two reasons.
18:48.941 --> 18:50.183
[SPEAKER_00]: The YouTube shorts link to it.
18:51.244 --> 19:00.832
[SPEAKER_00]: But the YouTube algorithm seen the new traffic, and the way it works, is the people who consume to certain type of content, people like them that YouTube semantically understands, right?
19:01.233 --> 19:03.795
[SPEAKER_00]: Starts broadening that reach.
19:03.935 --> 19:06.298
[SPEAKER_00]: And so I, and I track this in the analytics.
19:06.458 --> 19:09.300
[SPEAKER_00]: It would say like related shorts traffic.
19:10.061 --> 19:14.384
[SPEAKER_00]: And then it would say suggested and browse all going up because of that.
19:14.464 --> 19:18.807
[SPEAKER_00]: So that actually is very much a short form, long form lead form.
19:19.247 --> 19:20.168
[SPEAKER_00]: But that's almost like short.
19:20.228 --> 19:24.270
[SPEAKER_00]: Like closing that short form long form sales form.
19:24.370 --> 19:24.650
[SPEAKER_00]: Yeah.
19:24.911 --> 19:27.872
[SPEAKER_01]: And that's what the link, the link goes to a sales page to a checkout page.
19:27.892 --> 19:28.713
[SPEAKER_01]: You go through checkout.
19:28.873 --> 19:37.680
[SPEAKER_01]: So this is, that's like taking it all the way for someone who's not going to go into pitch mode at the end of that, whatever, say they're making a 12 minute YouTube video.
19:37.860 --> 19:38.840
[SPEAKER_01]: And that's the long form.
19:39.321 --> 19:44.304
[SPEAKER_01]: This is where I see people who kind of mess up as they're making the video, but they're not getting the leads.
19:44.665 --> 19:46.266
[SPEAKER_01]: So where does the call to action go?
19:46.306 --> 19:53.912
[SPEAKER_01]: Like if you're thinking about the structure of the video, we're going to, oh, but one of my questions before we wrap is like, what's the latest structure that would work for these videos for opening structure?
19:53.932 --> 19:54.792
[SPEAKER_01]: I know you have a framework for this.
19:55.873 --> 19:57.013
[SPEAKER_01]: Where do you put your calls to action?
19:57.033 --> 19:59.494
[SPEAKER_01]: Should you put them in the middle and like, and then what should that be?
19:59.514 --> 20:03.215
[SPEAKER_01]: Should it be, hey, if you want more info, there's a link in the form to book a call with me.
20:03.476 --> 20:03.696
[SPEAKER_00]: Yeah.
20:04.116 --> 20:05.576
[SPEAKER_01]: Or is that too much of a leap for people?
20:05.696 --> 20:09.217
[SPEAKER_01]: So they should just ask for another leap magnet because I feel like this is the leap magnet.
20:09.318 --> 20:10.338
[SPEAKER_01]: They came from a short form.
20:10.358 --> 20:11.218
[SPEAKER_01]: This is the leap magnet.
20:11.378 --> 20:15.540
[SPEAKER_00]: I mean, for real estate professionals, I really like text, like can't shoot me a text.
20:16.420 --> 20:21.382
[SPEAKER_00]: Because getting on a call is a pretty big jump and they would know your phone number.
20:21.642 --> 20:24.102
[SPEAKER_00]: And I mean, unless you can use a Google voice number,
20:26.603 --> 20:31.206
[SPEAKER_00]: Like if that's your business and you want to do transactions, you know, let's talk, you know, shoot me a text.
20:31.526 --> 20:37.430
[SPEAKER_00]: Oh, hey, you know, anytime you could be like watching a movie with your kids, like, oh, yeah, you want to schedule the time, like just back and forth.
20:37.450 --> 20:39.331
[SPEAKER_01]: Because the goal is to get them into a conversation.
20:39.531 --> 20:41.713
[SPEAKER_01]: Yeah, because all conversions happen in conversation.
20:41.893 --> 20:42.073
[SPEAKER_01]: Yeah.
20:42.273 --> 20:50.278
[SPEAKER_01]: So I think, like, people are trying to get to the closed deal when they don't realize the first step of a closed deal is just chatting.
20:50.518 --> 20:56.082
[SPEAKER_00]: Yeah, and imagine what's the easiest way to chat to me in my creative in my create a problem later you're like, oh, that could make me too busy.
20:56.122 --> 20:59.824
[SPEAKER_00]: Well, if you're not, you know, are you too busy to get rich, you know, it's like
21:00.535 --> 21:04.978
[SPEAKER_00]: way like how much traffic do you want and you can always fix that later and maybe you start with a different phone number.
21:05.218 --> 21:08.980
[SPEAKER_00]: But especially for a lot of people in local markets, I don't think you could have too much business.
21:09.140 --> 21:10.741
[SPEAKER_00]: You're your numbers on your website.
21:10.981 --> 21:11.582
[SPEAKER_00]: What's that?
21:11.602 --> 21:12.182
[SPEAKER_00]: What's it there for?
21:12.222 --> 21:12.422
[SPEAKER_00]: Yeah.
21:12.442 --> 21:12.842
[SPEAKER_00]: Yeah.
21:12.902 --> 21:17.965
[SPEAKER_01]: And then if you're worried about privacy, I think, you know, you can get a text number that is this right.
21:18.286 --> 21:23.249
[SPEAKER_01]: You can associate it with your CRM like high level and then your team can see the text and follow up.
21:23.629 --> 21:25.390
[SPEAKER_01]: I think it's green bubble.
21:25.710 --> 21:26.470
[SPEAKER_00]: versus blue bubble.
21:26.550 --> 21:29.671
[SPEAKER_00]: But, of course, what's to stop you from getting the blue bubble?
21:29.712 --> 21:30.572
[SPEAKER_00]: There's blue bubble.
21:30.612 --> 21:31.092
[SPEAKER_00]: Oh, yeah.
21:31.212 --> 21:32.753
[SPEAKER_01]: Yeah, there's send blue and all that.
21:32.773 --> 21:33.093
[SPEAKER_01]: Yeah.
21:33.653 --> 21:34.133
[SPEAKER_01]: So that's great.
21:34.173 --> 21:39.935
[SPEAKER_01]: So that call to action of like, you're teaching, let's just say.
21:40.135 --> 21:40.576
[SPEAKER_01]: Yeah.
21:40.696 --> 21:42.716
[SPEAKER_01]: Okay, what's this video that you're sending people to?
21:43.317 --> 21:46.198
[SPEAKER_01]: And then what does the call to action look like for someone who doesn't ever done this before?
21:46.218 --> 21:48.338
[SPEAKER_00]: Yeah, I think I put the call to action, not at the end.
21:48.398 --> 21:49.279
[SPEAKER_00]: I put it two places.
21:49.319 --> 21:51.540
[SPEAKER_00]: For me, I put it in the middle of the video and the end of the video.
21:52.100 --> 21:54.121
[SPEAKER_00]: And I think the what the call to action looks like
21:55.770 --> 22:03.799
[SPEAKER_00]: When possible, you want, if you could create any kind of specificity, curiosity, and urgency.
22:04.460 --> 22:08.725
[SPEAKER_00]: So the call to action, it's like, by the way, if you want my free guide, go to the website.
22:09.646 --> 22:10.727
[SPEAKER_00]: Doesn't feel very urgent.
22:11.107 --> 22:16.449
[SPEAKER_00]: Maybe if the guide will help you achieve results, maybe sort of specific, but it doesn't necessarily create a lot of curiosity.
22:16.729 --> 22:20.991
[SPEAKER_00]: And it seems like those lead magnets are dying right now, because you could just go to judge a BT and get there.
22:21.011 --> 22:21.772
[SPEAKER_00]: And you get that, yeah.
22:22.292 --> 22:30.356
[SPEAKER_00]: So, I mean, it's kind of novel to say, by the way, if you have a question, or you just want to start talking, yeah, like I'm here text me, like, oh, it's... And,
22:30.993 --> 22:35.858
[SPEAKER_00]: And like, it's me too, like I'll, or probably back to you, I'd love to answer your questions about the market or whatever you, you know.
22:36.198 --> 22:37.559
[SPEAKER_00]: So what, what can you do?
22:37.619 --> 22:38.540
[SPEAKER_00]: What's, what's novel?
22:38.640 --> 22:44.566
[SPEAKER_00]: I think, you know, quizzes, if you want to take a quick assessment and what you'll get as a result.
22:44.946 --> 22:51.192
[SPEAKER_00]: So I think the quality of how you articulate the call to action and then the value presented there after.
22:51.272 --> 22:56.917
[SPEAKER_00]: Like if you give a quiz and in just three minutes you're going to get this in the power of having this is going to save your money.
22:57.442 --> 23:00.765
[SPEAKER_00]: you know, and you know, right now in the Pacific Northwest the market's kind of hot.
23:00.785 --> 23:02.206
[SPEAKER_00]: So actually quick, take a quick assessment.
23:02.226 --> 23:03.887
[SPEAKER_00]: We can see what you qualify for or whatever.
23:04.412 --> 23:10.176
[SPEAKER_00]: And so articulating classic business stuff like the features, what exactly is it, but what are the benefits?
23:10.796 --> 23:12.658
[SPEAKER_00]: You know, like, yeah, why should I do this?
23:12.838 --> 23:14.159
[SPEAKER_00]: Why do I need to do this now?
23:15.299 --> 23:20.003
[SPEAKER_01]: I would even say like, you know, one of the biggest problems I see is people get this, they go down the wrong path.
23:20.543 --> 23:25.807
[SPEAKER_01]: And so because of that, I created a three minute quiz, or 30 second, 90 second quiz.
23:25.907 --> 23:30.109
[SPEAKER_01]: And if you answer these questions, it will literally give you your path, so that way you don't waste time and you'll save this money.
23:31.240 --> 23:33.082
[SPEAKER_01]: There's a reason to do the interaction.
23:33.102 --> 23:33.763
[SPEAKER_00]: There's a reason.
23:33.863 --> 23:38.147
[SPEAKER_00]: And that was the features as the quiz and the benefits was saving the time of way the wrong path.
23:38.268 --> 23:39.689
[SPEAKER_00]: And so, yeah, so.
23:39.809 --> 23:41.891
[SPEAKER_01]: And then texting is just like, hey,
23:43.100 --> 23:47.402
[SPEAKER_01]: You know, one of the things I noticed about people is everybody's situation is different.
23:47.522 --> 23:47.802
[SPEAKER_01]: Yes.
23:47.942 --> 23:48.863
[SPEAKER_01]: It's a custom thing.
23:49.103 --> 23:54.625
[SPEAKER_01]: And so I might be covering general things here, but if you want specifics, the best way to do that is just to have a conversation, you can text many times.
23:54.905 --> 23:55.445
[SPEAKER_01]: It's really me.
23:55.726 --> 23:55.986
[SPEAKER_01]: Yeah.
23:56.086 --> 23:58.747
[SPEAKER_01]: And then my numbers in the description, or click this here.
23:58.847 --> 23:59.187
[SPEAKER_00]: Yep.
23:59.327 --> 24:06.350
[SPEAKER_00]: And when somebody says, if they say they're moving to Las Vegas, and they might have already watched a few videos from you, they've already connected with you.
24:06.691 --> 24:12.293
[SPEAKER_00]: And the heavy lifting that's done in like pre-swezen in terms of like building trust or them connecting, it's incredible.
24:12.722 --> 24:20.087
[SPEAKER_00]: Like, all the different real estate clients that we help it's like, they're like YouTube is such a trust accelerator that by the time we're about to do business.
24:20.507 --> 24:21.628
[SPEAKER_00]: Like, people have closed deals.
24:22.408 --> 24:24.470
[SPEAKER_00]: I think they generally like never really met.
24:24.490 --> 24:26.191
[SPEAKER_00]: I don't know, I think it depends on them.
24:26.251 --> 24:28.212
[SPEAKER_00]: You know, it's like DocuSign is happening.
24:28.232 --> 24:29.433
[SPEAKER_00]: They're like, oh, no, great.
24:29.473 --> 24:30.734
[SPEAKER_00]: Yeah, we've talked a couple of days.
24:30.754 --> 24:32.174
[SPEAKER_00]: Like, we know we trust you.
24:32.214 --> 24:35.216
[SPEAKER_00]: Like, we already, yeah, we've seen enough of you like it's such an accelerator of trust.
24:35.757 --> 24:37.578
[SPEAKER_00]: And so I think then the last thing is like,
24:38.787 --> 24:41.869
[SPEAKER_00]: The different types of videos you could do, I like to think about what are the points of the video.
24:42.290 --> 24:46.813
[SPEAKER_00]: Let's say it was mistakes, you know, five homebuying mistakes in a certain, in a certain market.
24:47.914 --> 25:02.265
[SPEAKER_00]: And what could be interesting is why I say, give the call of action in the middle, is let's say point number two is, you know, one of the biggest mistakes people make is they don't fully get the right assessment for the house or whatever.
25:03.243 --> 25:04.465
[SPEAKER_00]: and by the way, I have an assessment.
25:05.006 --> 25:12.880
[SPEAKER_00]: So the big idea being that you structure your content, you create a problem, a point to it, and then you're pitching this, it's not a generic call to action.
25:13.200 --> 25:14.102
[SPEAKER_00]: Also good though, by the way.
25:15.072 --> 25:15.892
[SPEAKER_00]: just at the end of the video.
25:15.932 --> 25:17.153
[SPEAKER_00]: And so if this video is valuable, great.
25:17.173 --> 25:18.593
[SPEAKER_00]: I mean, if you don't want help, reach out.
25:19.013 --> 25:25.356
[SPEAKER_00]: I mean, macro content being seen a lot and then just letting people know when they're ready, they can reach out, at least do that.
25:25.596 --> 25:26.936
[SPEAKER_00]: Yeah, at a minimum, at a minimum.
25:27.356 --> 25:33.718
[SPEAKER_00]: But when possible, if you have that specific tie-in, tie it into the content itself, create the problem and give the solution.
25:33.738 --> 25:34.219
[SPEAKER_00]: Yeah, love that.
25:34.359 --> 25:37.520
[SPEAKER_01]: Okay, so last quick quick question here is, intros.
25:38.240 --> 25:41.661
[SPEAKER_01]: I have seen, you know, you talk about packaging, how important, title and thumbnail is.
25:41.681 --> 25:42.781
[SPEAKER_01]: We have a whole video on that.
25:42.881 --> 25:43.662
[SPEAKER_01]: If you guys want to check it out,
25:44.642 --> 25:48.284
[SPEAKER_01]: If you're talking about packaging, intros are part of packaging.
25:48.404 --> 25:48.724
[SPEAKER_01]: Yeah.
25:48.884 --> 25:49.084
[SPEAKER_01]: Yeah.
25:49.124 --> 25:52.886
[SPEAKER_01]: So I have noticed the intro used to be a little bit longer.
25:53.526 --> 25:55.647
[SPEAKER_01]: I don't know if you're seeing the trend too, or it's just getting tighter.
25:55.847 --> 25:56.087
[SPEAKER_00]: Yeah.
25:56.187 --> 25:59.028
[SPEAKER_01]: Like, you used to be able to lay out the proof and the promise.
25:59.088 --> 25:59.688
[SPEAKER_01]: And all these things.
25:59.728 --> 26:02.770
[SPEAKER_01]: And then now I feel like the longer the intro is the worst of video performance.
26:02.830 --> 26:02.990
[SPEAKER_01]: Sure.
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[SPEAKER_01]: I correct in that.
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[SPEAKER_00]: Yeah.
26:05.511 --> 26:05.931
[SPEAKER_00]: Sometimes.
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[SPEAKER_00]: I think that depends.
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[SPEAKER_00]: I think depends on the niche depends on the topic.
26:09.232 --> 26:11.753
[SPEAKER_00]: You want to reverse engineer expectation of the audience.
26:14.022 --> 26:17.945
[SPEAKER_00]: I think we have different types of hooks for different situations.
26:18.065 --> 26:40.501
[SPEAKER_00]: One is called the value-based hook, and so if we do a list of cool, you got to realize the heavy lifting in the video might have said, we did one that was called 50 video ideas for getting started or something, if you two video ideas for getting started, the video starts like this, number one, no intro, no intro, no, this is who I am, no whatever.
26:43.834 --> 26:45.657
[SPEAKER_00]: You could argue it doesn't it doesn't matter.
26:45.677 --> 26:54.015
[SPEAKER_00]: What are they clicking on it and and I mean now mind you you always look nothing's in like a total Total isolation we already have channel subscribers authority
26:54.718 --> 26:55.939
[SPEAKER_00]: There's other videos authority.
26:56.420 --> 27:01.604
[SPEAKER_00]: But once the video takes off, that's how you actually get seen in the first place.
27:01.624 --> 27:03.566
[SPEAKER_00]: But if you break through, because the information is so good.
27:03.586 --> 27:05.728
[SPEAKER_00]: And so it's a payoff is there in the watch time is there.
27:05.968 --> 27:07.750
[SPEAKER_00]: And that's people who are saying in the comments.
27:07.770 --> 27:09.691
[SPEAKER_00]: Thanks for no fluff getting straight to.
27:09.992 --> 27:12.314
[SPEAKER_01]: Yeah, I just wondering if people are getting tired of the old formula.
27:12.554 --> 27:17.058
[SPEAKER_00]: Yeah, I think, yes, A, B, I think also mixing up the formula.
27:17.178 --> 27:20.021
[SPEAKER_00]: Because that's why we have different tools in our tool belt.
27:20.041 --> 27:20.922
[SPEAKER_00]: That's the value base hook.
27:21.542 --> 27:23.944
[SPEAKER_00]: You know, I've heard Alex, her Mozi say a lot though, too.
27:24.364 --> 27:29.548
[SPEAKER_00]: Like, it might waste time to go authority first, but he'll oftentimes go authority first.
27:29.568 --> 27:33.551
[SPEAKER_00]: It would be like, I've, you know, a crime, I got 250 million under acquisition.
27:33.591 --> 27:38.034
[SPEAKER_00]: I sold it in this video, and, you know, I did $100 million a launch in a weekend.
27:38.934 --> 27:41.836
[SPEAKER_00]: And so boom, boom, boom, it's still fast.
27:41.957 --> 27:43.518
[SPEAKER_00]: But so if you've got that authority,
27:44.807 --> 27:46.208
[SPEAKER_00]: Yeah, how can you say it quickly?
27:46.689 --> 27:56.496
[SPEAKER_00]: But in a competitive space, you know, so I've sold, you know, over 500 houses in the Colorado region and in this video.
27:56.977 --> 27:57.497
[SPEAKER_01]: Yeah, that's it.
27:57.657 --> 27:58.618
[SPEAKER_01]: And that would have took you what?
27:58.958 --> 27:59.559
[SPEAKER_01]: Five seconds.
27:59.959 --> 28:02.661
[SPEAKER_00]: Yeah, and so you could put authority in there.
28:02.901 --> 28:07.385
[SPEAKER_00]: And our formula is the AAA formula, so it's attention, authority agenda.
28:08.398 --> 28:09.778
[SPEAKER_00]: those could be one sentence each.
28:10.578 --> 28:19.920
[SPEAKER_00]: Opening somehow you grab attention, you establish authority by saying maybe one piece and then set the agenda could be even, let's get into it because you've already framed it.
28:19.940 --> 28:22.161
[SPEAKER_00]: You don't need to like outline the whole video, you can get straight in.
28:22.761 --> 28:28.442
[SPEAKER_00]: However, especially on longer form education, it's nice to really tease what's coming up to some degree.
28:28.562 --> 28:30.162
[SPEAKER_00]: And I'm gonna be breaking this video into three parts.
28:30.222 --> 28:32.763
[SPEAKER_00]: And one of the best things you can also do is the classic
28:34.038 --> 28:42.165
[SPEAKER_00]: attention, extension, YouTube strategy, which is promising the big payoff and then saying but before.
28:43.545 --> 28:51.669
[SPEAKER_00]: But before we get to the breakdown of the new YouTube algorithm, we actually have to talk about the newest report from the CEO of YouTube.
28:52.269 --> 28:53.850
[SPEAKER_00]: So they're like, Anne, and I want that.
28:53.870 --> 28:55.811
[SPEAKER_01]: I think this is like a big mistake people are making.
28:55.831 --> 29:02.334
[SPEAKER_01]: And I've fallen victim to this too, as I've just started to explain the problem without telling them why.
29:02.474 --> 29:03.314
[SPEAKER_01]: Like you just did it first.
29:03.334 --> 29:05.255
[SPEAKER_01]: She said, we're about to give you all this candy.
29:05.436 --> 29:05.676
[SPEAKER_00]: Yeah.
29:05.776 --> 29:07.837
[SPEAKER_01]: But before I do, like, we got to take some veggies.
29:08.357 --> 29:12.539
[SPEAKER_01]: I'm starting off with, like, before we get into it, here's the, and then the retention's like this.
29:12.739 --> 29:14.763
[SPEAKER_01]: Yeah, not interested in that yet.
29:15.063 --> 29:21.876
[SPEAKER_00]: Yeah, and I think I think all of the above is you know, I don't I oftentimes like I record solo video podcasts.
29:21.917 --> 29:24.642
[SPEAKER_00]: I do interviews, but when I do like a solo episode and I'm crafting it.
29:25.553 --> 29:32.257
[SPEAKER_00]: I might just outline my points, but I really craft the hook and lately my favorite thing is thinking, really what is that opening line?
29:32.477 --> 29:37.000
[SPEAKER_01]: I'm thinking like this too, if you are, let's just say it's a live presentation.
29:37.140 --> 29:40.763
[SPEAKER_01]: Now, I don't care if there's 15 people there, 50 or 500, yeah.
29:41.063 --> 29:45.606
[SPEAKER_01]: Just you being on state or in a in front of people who are taking notes from you.
29:45.846 --> 29:46.066
[SPEAKER_01]: Yeah.
29:46.166 --> 29:48.248
[SPEAKER_01]: That to me, almost communicates with you trying to say anyways.
29:48.308 --> 29:48.508
[SPEAKER_01]: Sure.
29:48.668 --> 29:53.151
[SPEAKER_01]: And then if you're if you're well spoken and you're articulate and you have a confidence that communicates through it.
29:53.171 --> 29:54.952
[SPEAKER_01]: That's already, you can just get straight into the teaching.
29:55.132 --> 29:57.093
[SPEAKER_00]: There's this interesting thing coming out of hip-hop.
29:57.113 --> 29:59.954
[SPEAKER_00]: There's this old underground hip-hop group called Dylated People's.
30:00.414 --> 30:06.356
[SPEAKER_00]: They have this one line that says, at the opening of a song, you go, let me start every verse with something to quote.
30:06.796 --> 30:09.557
[SPEAKER_00]: The devil you know is better than the devil you don't.
30:10.337 --> 30:13.038
[SPEAKER_00]: And so it always stuck with me because that's fascinating.
30:13.058 --> 30:14.059
[SPEAKER_00]: Like, oh man, what's that mean?
30:14.459 --> 30:17.080
[SPEAKER_00]: But let me start every verse with something to quote.
30:17.795 --> 30:18.856
[SPEAKER_00]: the first line.
30:19.797 --> 30:24.342
[SPEAKER_00]: And when you look at some of the most viral songs, the opening line.
30:25.303 --> 30:30.048
[SPEAKER_00]: If we go to, if we're at a wedding or, you know, you're in a club or DJ, you know, whatever, you hear the opening line.
30:30.229 --> 30:33.993
[SPEAKER_00]: All that's my song and some of the certain lines were the first lines sticks with you.
30:34.493 --> 30:54.107
[SPEAKER_00]: When we say get attention I'm really asking like what's that first line and of course you do this on short form but on YouTube it's like man what am I saying first I'm asking a question am I establishing authority like let me start every verse with something to quote like what's that what's that oh it's gonna be is that too cheesy like is that make sense who might talking to whom I calling out
30:54.957 --> 31:10.350
[SPEAKER_00]: And so I like to think about how I'm going to grab an attention, and then I always weave my story in there, and I think it's also important, like a big mistake people make, because you have so many people that are successful in your audience, is before people will connect with your success, they need to hear about your struggle.
31:10.971 --> 31:11.411
[SPEAKER_01]: Yes, true.
31:12.372 --> 31:15.255
[SPEAKER_00]: And so, you know, I think people, you know,
31:16.468 --> 31:27.157
[SPEAKER_00]: Alex is like I did a hundred million dollar book launch and business owners are like sick I want to listen from you But depending on you know where you're at it's nice to end and really say the agent You don't know probably need to say that they're struggling.
31:27.257 --> 31:36.265
[SPEAKER_01]: You know, they just want you to solve their problem But especially for like coaches and you know consultants I even think for most certain standpoint a service professional
31:37.327 --> 31:43.249
[SPEAKER_01]: saying like, what they went through to get to the point where they're out is in the right context could work like for example.
31:44.490 --> 31:52.273
[SPEAKER_01]: You know, one of the one of the things I learned the hard way when I first got in the business or a huge mistake I made as an agent or as a lender was I used to do it this way.
31:52.293 --> 31:55.174
[SPEAKER_01]: This is why I do it this way now, but it's not like, hey, look at me.
31:55.214 --> 31:55.654
[SPEAKER_01]: I'm the best.
31:55.714 --> 31:56.194
[SPEAKER_01]: It's like, right.
31:56.774 --> 31:58.455
[SPEAKER_01]: I'd make mistakes and now you're the benefit of that.
31:58.475 --> 31:59.455
[SPEAKER_00]: I think that's why it's powerful.
31:59.836 --> 32:02.156
[SPEAKER_00]: The self depreciating is powerful because it's humble.
32:04.097 --> 32:08.381
[SPEAKER_00]: people need to know and be told it's powerful that it's not their fault.
32:09.082 --> 32:13.185
[SPEAKER_00]: And, you know, and I struggled in acknowledging their frustration.
32:13.265 --> 32:14.967
[SPEAKER_00]: This creates a bond that boosts retention.
32:15.507 --> 32:17.469
[SPEAKER_00]: So I guess my point is it's like grabbing attention.
32:18.029 --> 32:21.813
[SPEAKER_00]: And then the thing that I often say is all say, and listen.
32:22.513 --> 32:29.459
[SPEAKER_00]: Like, and so I'm actually going to be breaking down, you know, the formula that has now helped generate over 30 billion views.
32:29.479 --> 32:29.859
[SPEAKER_00]: But listen.
32:30.867 --> 32:34.757
[SPEAKER_00]: I struggled for a long time before I figured this out, in fact.
32:35.350 --> 32:41.293
[SPEAKER_00]: and you want it, you're hitting on pain, you're hitting on because, by the way, why is the person even watching the video?
32:41.773 --> 32:44.635
[SPEAKER_00]: Is because they're in a place of pain trying to solve a problem?
32:45.155 --> 32:46.236
[SPEAKER_00]: So there's a level of connecting.
32:46.376 --> 32:50.698
[SPEAKER_00]: And then it's mini heroes journey because it's like, and I struggle for years.
32:50.758 --> 32:52.059
[SPEAKER_00]: I don't know what videos to post.
32:52.219 --> 32:53.240
[SPEAKER_00]: I couldn't get the views.
32:53.320 --> 32:54.520
[SPEAKER_00]: I was tired, I was burning out.
32:54.820 --> 32:56.822
[SPEAKER_00]: But eventually, I figured out something that works.
32:56.942 --> 33:02.585
[SPEAKER_00]: And today, I've got three silver play buttons, a gold play button, and I've helped our clients generate
33:05.466 --> 33:08.769
[SPEAKER_00]: And I actually want to talk about one of the main ways they were able to do that.
33:08.789 --> 33:09.450
[SPEAKER_00]: So let's get into that.
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[SPEAKER_00]: And a lot's happened there, of course, the facts we have clients, the fact I struggled.
33:14.113 --> 33:15.294
[SPEAKER_00]: And so that's attention.
33:16.204 --> 33:16.984
[SPEAKER_00]: authority.
33:18.205 --> 33:22.066
[SPEAKER_01]: The value is the fact that you went through this pain, so they don't have to.
33:22.286 --> 33:22.426
[SPEAKER_01]: Yeah.
33:22.466 --> 33:23.887
[SPEAKER_00]: Like now, you can learn from it.
33:24.287 --> 33:32.970
[SPEAKER_00]: And so in authority, I like actually saying it's not just and I am the greatest in checklist of everything, but also the authority of the journey.
33:33.150 --> 33:34.370
[SPEAKER_00]: And I've been through the journey.
33:34.390 --> 33:35.070
[SPEAKER_00]: I put in the time.
33:35.210 --> 33:36.171
[SPEAKER_00]: I've experienced the pain.
33:36.351 --> 33:37.771
[SPEAKER_00]: It's a missing piece from a lot of people's.
33:38.211 --> 33:43.233
[SPEAKER_01]: It's also patterned and rubbed because I'm just like I said, I think that maybe it's just me because I'm watching all these, but I'm seeing the
33:46.274 --> 33:47.054
[SPEAKER_00]: It's always the accolades.
33:47.074 --> 33:48.875
[SPEAKER_01]: Yeah, it's like, I'm guilty of it too.
33:48.895 --> 33:49.975
[SPEAKER_01]: Like my last several videos.
33:49.995 --> 33:54.617
[SPEAKER_01]: Like, hey, this is the thing, I spent the last five years building or six years building a personal brand.
33:54.637 --> 33:56.498
[SPEAKER_01]: And I spoke on all these to end it, it's showing the proof.
33:56.798 --> 33:56.998
[SPEAKER_01]: Yeah.
33:57.038 --> 34:00.819
[SPEAKER_01]: And I get into it because I'm like, I want to, I want them to know, I'm qualified to teach you this.
34:01.220 --> 34:03.020
[SPEAKER_01]: But at the same time, I don't think people care.
34:03.380 --> 34:07.742
[SPEAKER_01]: If you said 10 million, 100 million or a billion, I don't even think people care.
34:08.022 --> 34:10.123
[SPEAKER_00]: Already at that point, it's like, okay, why get it?
34:10.523 --> 34:12.844
[SPEAKER_00]: And so, by the way, and it is here, it was journey.
34:13.674 --> 34:19.338
[SPEAKER_00]: There is no good movie, good story, good book without actually the pain in the struggle.
34:19.418 --> 34:20.499
[SPEAKER_00]: It's a better story.
34:20.699 --> 34:23.380
[SPEAKER_01]: Well, people admire characters more for this struggle than their success.
34:23.741 --> 34:27.283
[SPEAKER_01]: Yeah, any movie, like it wouldn't be, you wouldn't even care.
34:27.583 --> 34:28.724
[SPEAKER_00]: Yep, they weren't in a struggle.
34:28.964 --> 34:31.846
[SPEAKER_00]: And the conflict itself, the conflict ain't overcoming the conflict.
34:32.166 --> 34:36.729
[SPEAKER_00]: So now it's even, you know, what can I learn from your journey?
34:36.769 --> 34:37.810
[SPEAKER_00]: I'm seeing it play out.
34:37.890 --> 34:40.792
[SPEAKER_00]: And here's what I think is also a level of it's not believable.
34:41.899 --> 34:53.888
[SPEAKER_00]: Like if you like okay, but are they making it up or they fluffing their numbers and so of course You know whenever we make a videos we're making them in integrity and telling the truth but understanding that like
34:54.720 --> 35:14.788
[SPEAKER_00]: Yeah, your accolades are true, but people will have skepticism and doubt, but that skepticism and doubt goes down when you go and no, I actually struggled a ton, actually lost me, you know, I was in a enclosure or I went from broke to this because of, and think about some of the people at the highest level, Dave Ramsey at like the highest level of coaching and info.
35:16.138 --> 35:32.743
[SPEAKER_00]: always talks about still going bankrupt this far into its career and so yeah sometimes I've got to be a billionaire at this point yeah yeah think about the empire that you built and so and and this has a lot to do so I don't know this has a lot to do with also knowing your audience and you need to talk about the struggle no matter what because
35:33.223 --> 35:39.029
[SPEAKER_00]: There's all kinds of seven figure business owners that are struggling burnt out marriage struggles, challenges.
35:39.510 --> 35:46.798
[SPEAKER_00]: So it's not so much that you don't even have money, but you also might be, but still your payroll is like stressing you out and whatnot, and you'd like listen.
35:47.712 --> 36:08.447
[SPEAKER_00]: like I've built multiple million dollar businesses and I've also lost a lot of nice sleep and and site when people feel seen like this in your ads in your videos like what are they actually experiencing feeling and what would make them feel seen at this moment when you can articulate that
36:09.627 --> 36:15.151
[SPEAKER_00]: and connect with that through your story, then you're also pre-positioning yourself as a one qualified to help them.
36:15.391 --> 36:18.773
[SPEAKER_00]: Because again, it's not just that you crushed it, but they go, wait a minute, you were literally in my shoes.
36:19.133 --> 36:21.915
[SPEAKER_00]: Yeah, I realized like I had a lot of money coming in, but I was over staffed.
36:22.195 --> 36:23.336
[SPEAKER_00]: I don't really know I'd run my team.
36:23.616 --> 36:26.417
[SPEAKER_00]: My system's kind of sucked, and I was just literally burnt out.
36:26.457 --> 36:33.482
[SPEAKER_00]: My quality life had gone down so much, and my bank account was big, but my lifestyle was tearing me apart.
36:34.202 --> 36:35.663
[SPEAKER_00]: And I discovered something, though.
36:36.750 --> 36:39.312
[SPEAKER_00]: Okay, so now, and we're talking about retention.
36:39.932 --> 36:42.314
[SPEAKER_00]: So why am I going to stick with you in this video?
36:42.534 --> 36:49.098
[SPEAKER_00]: Information is just so abundant right now if it's just like information being delivered.
36:49.418 --> 36:59.885
[SPEAKER_00]: You're narrative in your story needs to be woven in there for retention, for connection, because that's how humans learn, but also in an AI world, because if it's just like, what are the six things?
36:59.925 --> 37:02.827
[SPEAKER_00]: That's what's funny too about, you take like Dave Ramsey's information.
37:02.907 --> 37:04.949
[SPEAKER_00]: There almost could be not more basic information.
37:05.569 --> 37:06.710
[SPEAKER_00]: But why are they so powerful?
37:06.730 --> 37:13.195
[SPEAKER_00]: Because of storytelling, psychology, human behavior, how they connect with people, and how they actually get people results.
37:13.776 --> 37:17.239
[SPEAKER_00]: So a lot of YouTube videos that just have a list of information aren't actually getting transferred.
37:17.279 --> 37:19.681
[SPEAKER_00]: It's when people connect with you, you start lying to fire in them.
37:20.101 --> 37:22.563
[SPEAKER_00]: They start actually, you know, there's some sort of relationship.
37:22.843 --> 37:23.584
[SPEAKER_00]: It leads them also.
37:24.084 --> 37:27.430
[SPEAKER_00]: the greatest way you can get some transformation is when they join your stuff.
37:27.931 --> 37:36.846
[SPEAKER_00]: They go, but you got to connect with them first, so now more people are in your program, more people are hiring you to help them with their, you know, getting in a home, getting the right loan.
37:37.793 --> 37:44.956
[SPEAKER_01]: Like you can talk about that problem of like the fear of overpaying, the fear of, you know, buying and then the market crack.
37:44.996 --> 37:46.937
[SPEAKER_01]: Like what are the real things that people are dealing with?
37:47.217 --> 37:47.978
[SPEAKER_01]: And you could call them out.
37:47.998 --> 37:51.980
[SPEAKER_01]: And then in the coaching consulting, education space, I've noticed this a lot.
37:52.000 --> 37:56.682
[SPEAKER_01]: Like if you can probably work in any industry, honestly, if you can articulate that pain.
37:57.420 --> 38:00.842
[SPEAKER_01]: The person who articulates the customer's pain wins.
38:01.042 --> 38:03.123
[SPEAKER_01]: Because like they will assume you have the solution.
38:03.143 --> 38:04.104
[SPEAKER_01]: They assume you have the solution.
38:04.144 --> 38:07.125
[SPEAKER_01]: If you can just say it in a way that's like, oh, dude, that guy gets me.
38:07.785 --> 38:08.986
[SPEAKER_01]: Now, that might be a cold way.
38:09.006 --> 38:11.747
[SPEAKER_01]: I don't know if this has been done before, but that'd be dope to do an intro like that.
38:12.328 --> 38:12.488
[SPEAKER_01]: Yeah.
38:12.568 --> 38:16.610
[SPEAKER_01]: Just straight up talking about the pain people are going through and how you just went through it.
38:16.910 --> 38:17.911
[SPEAKER_01]: Oh, it will do better.
38:18.391 --> 38:18.591
[SPEAKER_01]: Sure.
38:18.711 --> 38:20.552
[SPEAKER_00]: Yeah, because a lot of people are out here flexed.
38:20.632 --> 38:25.635
[SPEAKER_00]: And the flex can still work, because sometimes the flex is aspirational, but I think also people are burnt out on that.
38:26.235 --> 38:33.780
[SPEAKER_00]: And I think as they get more tired on that, you know, yeah, people who relate to your pain, you know, more than your success.
38:33.860 --> 38:34.560
[SPEAKER_00]: And they want both.
38:34.760 --> 38:36.221
[SPEAKER_00]: But yeah, tell the story of your pain.
38:36.341 --> 38:36.682
[SPEAKER_00]: For sure.
38:37.102 --> 38:39.844
[SPEAKER_01]: So you guys just wrapped up this dope workshop here.
38:39.884 --> 38:44.787
[SPEAKER_01]: I noticed you're doing these quarterly, how do people get info on coming to I think media workshop?
38:45.307 --> 38:51.992
[SPEAKER_00]: Yeah, I mean, these are awesome because they're of course, they're, they're here at the video department and forward headquarters.
38:52.132 --> 39:02.060
[SPEAKER_00]: And yeah, think mediamastermind.com and specifically for, you know, one of the things we did, I was breaking down that special education and autism example, we're like building videos in real time.
39:02.820 --> 39:04.902
[SPEAKER_00]: And so, you mean like people leave here with the,
39:05.797 --> 39:06.478
[SPEAKER_00]: Ready to shoot video?
39:06.698 --> 39:16.987
[SPEAKER_00]: Yeah, like we were building at the packaging of the video, doing the research, figuring out the titles, and then also getting through all the minutia of like, no, don't talk about any of this other stuff.
39:17.347 --> 39:20.590
[SPEAKER_00]: Like, let's find that one idea, let's figure out those titles.
39:20.890 --> 39:21.471
[SPEAKER_00]: Let's refine it.
39:21.491 --> 39:26.595
[SPEAKER_00]: We have a process where we go through a software, and you've identified your call to actions.
39:26.996 --> 39:28.357
[SPEAKER_00]: We've identified your competitors.
39:29.003 --> 39:32.145
[SPEAKER_00]: You know, we're looking at multiple different titles and then selecting the best one.
39:32.445 --> 39:34.146
[SPEAKER_00]: And we're doing that in a workshop environment.
39:34.446 --> 39:42.931
[SPEAKER_00]: So not only that you're leaving with your clarity on the videos you should make next, but you're leaving with the skillset, the mechanism to then be able to do that.
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[SPEAKER_00]: And you know, not trying to over-hype it, but really mastering YouTube is like creating a money printing machine.
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[SPEAKER_00]: Like the ability to consistently post videos is awareness that a builder brand gets you leads and leads to more clients and revenue in your business.
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[SPEAKER_00]: And so it's such a valuable skill set to learn, and that's what we talk about at thinkmediamastermind.com.
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[SPEAKER_00]: Let's do up.
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[SPEAKER_01]: One of the things that I'm focused on this year is just, I just started getting more consistent with the YouTube upload, but just being more thinking about it in the way we talked about it in the beginning, which was as another salesperson.
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[SPEAKER_00]: Yeah.
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[SPEAKER_01]: And honestly, bro, I don't know if you feel this, I've seen people that are making maybe a little bit.
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[SPEAKER_01]: Maybe they could be potentially making more money doing cold calling or different types of paid ads to funnels and closers and all that.
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[SPEAKER_01]: But there's something really dope about like, this did all the work for you.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Like, you don't, there is no closer.
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[SPEAKER_01]: The closer the closing already occurred.
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[SPEAKER_01]: They just text you.
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[SPEAKER_01]: And like, so even if it was less business or another
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[SPEAKER_00]: Yeah, Tracy Bookman just did $68,000 in sales this past June for his roofing business.
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[SPEAKER_00]: And we did a podcast with him that said, YouTube is my number one salesman.
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[SPEAKER_00]: He's at a quarter million dollars in YouTube, attributed revenue, which he's tracking just to YouTube for them being his salesperson.
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[SPEAKER_00]: And this is not anybody else having a close on the phone.
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[SPEAKER_00]: And respect all the different ways, you know, I just got pitched new windows when someone knocked
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[SPEAKER_00]: It like we're living in a world where YouTube is not only doing that and it's leading in real revenue But it's also a compounding asset not every video ranks, but how many videos you got like you look at your real time views and you're like When I mean I got a video from six months ago I got a video from last year that's still getting views.
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[SPEAKER_01]: Yeah, and I think we did our goal was once a month or
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[SPEAKER_01]: by weekly.
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[SPEAKER_01]: It was once a month, then we went by weekly.
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[SPEAKER_01]: And then just randomly want to pop off for a hundred thousand.
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[SPEAKER_01]: And I have a bunch that are five thousand ten thousand.
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[SPEAKER_01]: It doesn't matter.
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[SPEAKER_01]: And I don't really know which ones are going to pop off.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: But it's, it's really cool to see like the compounding effect that that one from six months ago is still in the last 48 hours.
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[SPEAKER_01]: In the last 48 hours.
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[SPEAKER_01]: Still getting like, that's my favorite page people hanging out with me every 48 hours.
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[SPEAKER_00]: That's the dream is the real analytics page of like, oh six months old, a year old,
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[SPEAKER_00]: is that eventually you have a whole team of salespeople working for free 24-7 talking to people and either closing or warming people up at a crazy level.
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[SPEAKER_01]: Yeah, and one just quick back, back pedal is just like for someone who's watching this and they're like, well Sean said this and Neil said this about the funnel that you create.
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[SPEAKER_01]: If you don't have the funnel, the most powerful thing you could do is just what Sean said, just tell them to text you.
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[SPEAKER_01]: I know it's going to get less leads not optimized, but the people that message you are already extreme bottom of funnel.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: So I think a lot of people wrote, they don't want more leads.
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[SPEAKER_00]: They want better leads.
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[SPEAKER_01]: So I would rather get the three people who are interested in having a conversation than 30 leads that I have to chase down a fall-up anyways.
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[SPEAKER_01]: Right.
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[SPEAKER_00]: So yeah, I mean, it's both depending on what you're got.
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[SPEAKER_00]: Like, let's start soon, let's start now, let's get momentum going, we can optimize later.
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[SPEAKER_00]: Yeah.
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[SPEAKER_01]: Awesome, bro.
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[SPEAKER_01]: So if you guys interested, check out the mastermind because I see people here a couple of times, three, four times a year and they're crushing it.
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[SPEAKER_01]: So you can learn more from Sean.
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[SPEAKER_01]: Thanks for being here, bro.
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[SPEAKER_00]: Yeah, appreciate you.