Are you ready to take your brand to the next level of growth and reach? Have you come to the point where you need to build your audience and establish a following? You’ve come to the right place! On this episode of The Amazing Seller, you’ll hear part two of Scott’s conversation with video marketing expert, Sean Cannell. In his conversation with Scott, Sean explains why it’s important to build credibility, how to lead with storytelling, some practical video creation tips, what it takes to get your YouTube channel launched, and much more! Don’t miss a minute of this valuable episode with Sean!
Why it’s important to build credibility.
Let’s face it, the last thing your viewers want to do is watch someone they can’t relate to. What do you do? How do you build credibility and connect with your audience? On this episode of The Amazing Seller, you’ll hear from Scott and Sean as they explain why building credibility is so important. According to the guys, one of the best ways to build credibility is by sharing aspects of your personal life. You don’t have to give all the details in a way that feels like your whole life is on display for the internet to see, but there are ways to subtly show who you are and what you are passionate about to your following. Hear practical examples of this strategy by listening to Scott and Sean on this helpful episode!
Lead with storytelling!
At the end of the day, as humans, we are drawn to stories. Big stories and small stories draw you in and help you feel connected to the person who is speaking. Think back to the last time you were bored out of your mind by a public speaker, chances are they failed to share a compelling story! If you have any hope of launching and sustaining a successful YouTube channel, you’ve got to work on telling good stories. Learn more about the power of storytelling as it related to YouTube and building your brand by listening to this episode of The Amazing Seller!
Practical tips for creating great videos.
Let’s get down to it, what are some helpful tips that sellers like you can use to create great videos for your YouTube channel? Here is a glimpse at a few methods you can use from Sean;
- The average time you should shoot for is between 7 and 16 minutes. Sean says that it’s important to keep your videos as long as they need to be but try to keep them as short as possible.
- The first 10 seconds of your video is critical. Make sure you lead with a hook! Tell your audience what you will deliver and tease it out.
- Use YouTube tools to drive your audience to the next video they need to see. Create bingeable content that serves your audience.
Make sure to listen to this episode of The Amazing Seller to hear Sean go deeper with these tips and more!
Just start putting content out there.
Too often you can get overwhelmed by so many options that you are paralyzed by inaction. Don’t let that happen to you! You shouldn’t buy the lie that you need to become an expert at video creation before you put your first video out there. The truth is, your first handful of videos are going to be your worst videos, that’s OK! As you put one foot in front of the other and keep producing content, you’ll learn along the way. You’ve already come so far by connecting with Scott and Sean to hear how to put your best foot forward, so do it! Go out there and start creating content, there is no better time to do it than now!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [3:40] Scott and Sean Cannell continue their conversation.
- [5:15] Two styles of videos you can create.
- [8:00] Why it’s important to build credibility.
- [12:00] Start with “Why!”
- [16:00] Telling your story is powerful.
- [19:30] Sean shares some helpful video tips.
- [29:00] The best way to launch your YouTube channel.
- [33:45] Why it’s important to create evergreen content.
- [35:30] What makes YouTube stand out from other social media channels.
- [39:30] How to connect with Sean.
- [41:30] Closing thoughts from Scott.
TRANSCRIPT TAS 417
TAS 417: UPDATE – Product Listing Strategies to BOOST Sales and Rank Higher in Amazon with Karen Thackston
[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 537 and this is part two of how to…
[read more=”Read full transcript…” less=”Read less”]
…use YouTube to blow up your brand in a good way and sell more products. And this is a continuation of a conversation, a very in depth conversation that I had with Sean Cannell who goes over exactly how to use YouTube to grow your brand by using content, by creating evergreen content and we call it evergreen because once you create a piece of content it lives on YouTube.
Now, there's ways that you should do it and there's ways that you shouldn't do it and we cover all of those. But in today's episode, the continuation we're going to be talking about how you can create product videos whether you're your own or other's and potentially make money right out of the gate. We're going to go over that strategy. We call this or I'm calling this ‘the 52-week video strategy' which to me it will also get you in the rhythm of posting content. We also talk about the power of story, we talk about creating your video hook, we talk about best intros and outros. Posting schedules, your true 1,000 fans and also bite size content, snackable content and we talk about that strategy as well.
We dig into a lot of different things again inside of this part two of this discussion that we did here. Now, if you did not listen to part one you're going to want to do that for sure. The reason why I broke these up is because there is a lot of things that we cover here and I don't want you to get overwhelmed overall. I want you to understand the power and how we can leverage YouTube in our brand but also you to start thinking how you can add this as an asset to your business. How you can start to think long term as far as building up a subscriber base but then also how you can start putting these little pieces, these little seeds out there to have your customers eventually find you.
[00:02:12] Scott: And then get to know they can trust you through you delivering this type of content. So I just want you to be thinking about that as you are going through this podcast, this episode because I think if you can understand the power and the leverage and how to really use the tool to your advantage, your competition will probably not be doing this. And this is going to give you one up on them and that's really what we're always talking about. Like a lot of people are just selling on Amazon. This is externally, this is building an audience, this is building an email list, this is building a subscriber base on YouTube. It's all of that stuff that we can use down the line to leverage that. So this way here we can spike our sales, we can boost our ranking and the algorithm on Amazon.
All of that stuff will happen if we can do things like this. So I'm going to stop talking so you can listen to this. I do want to remind you the episode and this one here for the transcripts, the show notes, all that stuff can be found at theamazingseller.com/537. And I would also highly, highly recommend you check out Sean's free training. You can find that by heading to theamazingseller.com/video. And that will take you to one of his workshops. Definitely, definitely check that out.
So sit back, relax, get ready, once again to be blown away at what you can do to blow up your brand using YouTube.
[00:03:39] Scott: Put in the time now to create this asset that eventually could then again separate you from everyone. So when competition comes in on Amazon everyone is always crying because there's all this competition that came in. But you've got this brand presence now, it doesn't really matter. Because you have the influence and you have the space that you can push and drive sales whenever you want and you can also have other ways to monetize your channel or wherever else you have another revenue stream as well which is really cool. Let me ask you this, there's two other things I want to go over.
One thing is, and this is just something I had in my head. I'm like if someone is just starting and they don't even have like their ecommerce like brand selected yet but they have the market they want to go into what's your thoughts about saying, you know what, once a week I'm going to take one of the top products in Kayak bass fishing and I'm just going to do an unboxing or a review or something. Now I can use an Amazon associates link and I can get traffic from people that are searching that stuff which clearly are interested in Kayak bass fishing and if I did that for 52 weeks, I'd have 52 pieces of content, with 52 possible ways that people could pay me a small amount. What's your thoughts on that?
[00:04:47] Sean: I think that's absolutely brilliant. And I think that again you're serving the culture and people want to learn about new products, even if they don't purchase them. They like to learn what's possible, what's out there and that is cool because you can monetize in the short term and with that affiliate income and you're attracting that audience. I think this is a good time to bring up like two different styles of videos.
One style of video when it comes to product reviews would be like they are stream liner fishing rod pole, whatever it is and having that via YouTube title and selecting that product and doing an unboxing and reviewing it.
People are searching for that. People, maybe they are. That's actually something you could research, maybe they are searching for that exact product so you could actually attract people who are actually looking for information and they get to know you and then watch some of your stuff. The other option though is also thinking about search intent.
This is a huge missed opportunity. I see a lot of people on YouTube because you want to get in the psychology of the end user who needs that pole, they need that kayak but they don't even know the brand names. They don't know whatever so you might do a series called like the best bass pro fishing kayaks options.
And if you want to be an active user, you want to have tested or not or maybe you have three. Maybe there's three new garage right now and you can do a comparison video or what not and that also attracts people in to because they are not sure the product name yet. So it's exact product name versus the intent of the viewer who's not sure that information yet. That's one of the ways we built out brand because what I realized was a lot of tech YouTubers I do camera's, I do lighting, and all of that kind of stuff.
They would actually just be hitting the product names, which makes sense. A lot of people who know they are looking for a Canon M50 they get a lot of views for that. But actually there's a much larger group who's like, “What's the best camera for YouTube?”
[00:06:44] Sean: They don't know product model names, they don't know where things are. That's actually a series we've owned over the last few years. That's actually got millions of views, what's the best camera for YouTube and I compare different cameras in there and adds a lot of value because it goes into the psychology of what that person is looking for. So you can talk about bass kayak fishing poles versus an exact pole. And I think doing that with affiliate marketing… And then another thing, I think you could do a product review channel but I might encourage people to switch it up like if we were going to go the first year doing that to maybe alternate your content a little bit, unless you plan on scaling that forever.
What I've learned is again people also have at some level limited resources like every single week if you see a new product you're like cool, at some point. So for example my channel I've even had people, they are like, “Dude, all you ever do is create camera MV.” So I've been like okay, I need a mix of talking about products but then also teaching maybe how to use to them or behind the scenes or some kind of other thing like that. So maybe alternate weeks or maybe do two shows a week because all you have to do is sit down and unbox it but then maybe there's another one that takes you into the world and I would say this too, one other things that you really want to build and takes time to build this is you want to build credibility.
You want to build authority and one way to do that is when people hear you talk, like when you hear me talk about bass kayak fishing, people go this guy’s not an authority on that. He's not saying it right. But if you hear me talk about cameras you got to know your stuff but if you can also take people into your world meaning even just bring your phone when you're out fishing and just shoot a little video out there and if it could be stuff that's either like one of the reasons I like getting out there clears my mind and stuff, people can then relate to you. They are seeing your real person. So that's the different content formats.
[00:08:43] Sean: It don't even have to be hard to create and maybe not even maybe everyone watches that because it's not as they are like, I don't care as much what you think but a few people will and now those people are who are building trust with you, seeing you out there doing it, you're really a player in the space and you're also a real person that they can begin to resonate with. Some people won't, some people will. You want to focus on who will, you want to build that tribe and this makes me think of this article that I recommend everyone to listen to. It's called 1000 True Fans, by Kevin Kelly. Very famous in the online marketing space and he's updated that article.
If you just Google it you'll find the article. But essentially does that math that any entrepreneur that just wants to be able to like profit from their passion and if that is bass pro fishing he says if you can generate a 1000 true fans, and this means fan that if you mention a product they'll buy it, if you have 1,000 true fans this might mean you've got 10,000 YouTube subscribers. This might mean you have 50,000 people on your email list but maybe only have 1,000 true fans. But if you have 1,000 true fans and all they did is spend $20 with you a quarter, that would be $20,000 a quarter. That would be $80,000 a year.
If every time you just launch, “Hey guys we put up our new compass knife thing, whatever,” and like your diehard fans whenever you drop something they are pumped about it that's what you want to be reverse engineering what you're building. This is a mistake I see people make. On social media we have the allure of a million followers, the allure of I need 100,000 YouTube subscribers. You don't. What you actually need is not as much width but a lot more depth. Now, you might need width to reach the people who actually want to go deep with you. That's why you've got that wider but as you go deep there's just people who just vibe you that they love what you're doing.
[00:10:32] Sean: Then whether you recommend another affiliate product, it's by the way maybe you recommend an engine for a boat and you're able to do that as an affiliate, maybe your affiliate commission can be $20/$40/$80 per people. So now you could start seeing the math could get past six figures quick. If you build a tribe and a community of trust, value and 1,000 true fans or beyond that.
[00:10:57] Scott: I love that. I definitely read that article. It's a great one and it makes a lot of great sense and it also takes some pressure off because a lot of us are, including myself, I've done it, where you're comparing yourself to other people that are in your space or that are online and you're like seeing what they are doing and maybe how many subscribers they have, even though some subscribes might not be real subscribers. There's all of that smoke in mirror type stuff but I think if you can reach the right people with the right messages and I think letting them in and having the transparency, I think transparency is huge. If you can just give them a little bit of transparency, I love what you said about like I'm out in the boat.
What if you're out in the boat with your son fishing and you caught a big bass and you mention that in your email and they went to your YouTube to check it out. They are like, “Holy crap, this guy is really cool.” He's spending time with his son, he's fishing, I'm going to come back and check out his channel or share it or whatever.” It's like simple things like that I think people overlook and it's so powerful. So powerful.
[00:11:50] Sean: And I love this conversation because you're 100% right that is a perfect example and it reminds me of the very famous book now, ‘Start with why' and what's also… This is so important in the ecommerce conversation. Because the book starts with why concept by Simon Sinek was the fact that a lot of brands, entrepreneurs, ecommerce businesses, they lead with what they do and what they do is sell bass fishing accessories. Now maybe even how they do it is a differentiator in the sense that the site loads faster or like their customer service is great or whatever it is.
But what he is saying is a lot of times people almost never communicate why they do something. And yet people buy into the why before they buy into the what and how. Now, I would challenge that in the sense again, you could probably put out a great commercial for a fishing pole meaning like a little video that you upload to Facebook target people who love it and sold a lot of products. But what you probably would not have done in that process is built any kind of, like you haven't dug a well, you just purchased some water in a way. You digging a well you're building a relationship, you're building an audience so what I loved about your example was when you began to share you why that's going to attract the right tribe, the right community to you because your vibe attracts your tribe.
So what do I mean. When you're out there with your son and you're like, “Hey, I'm out here with my son we just love to do this on the weekends,” people see you value family. Like I like getting out here because there's so much stress and noise in the world. They see that you care about peace so you care about nature. Maybe at some point for me there's something that a lot of people resonate, we've learned because I'm not like overly pushy or even super outspoken about my faith but I weave it into all my content then sure enough people resonate with that. By the way, a lot of people don't. But that is a good thing because if you try and reach everybody you end up reaching nobody.
[00:13:51] Sean: We're sometimes afraid thinking like if I do show that I'm about family, it will offend offense about somebody who doesn't have kids. Maybe you will but you can't control that. And so it will be, you resonate with people who like man, it's his why, it's her values, it's her reasons for wanting to do it and then when people start applying it to that man, now you're going to set your business on fire, create a lot more depth and that's also what's going to last. These are the types of things we're talking about brand and a legacy that will build the right tribe and a tribe that really goes deep and that's not necessarily just not interested in some cool products.
[00:14:31] Scott: I absolutely love that and it's something that I definitely done throughout and I am all about family and I tell people that and I talk about like I'm not trying to build like this multi million dollar, multi million would be nice but I'm talking about like I have to have a multimillion dollar business and I have 150 employees, that's not me. Like I don't want to do that but some of the people do and if you do that' fine but that's not me. I want to be able to be at my son's ball game. I want to be at the recitals, I want to be there and I have been. I've raised three kids. I've got one 10 year old, the other one is 20 and the other one is 22. One is married. So I've went through all that and done it, I've never missed any. I've drove to school, all that stuff.
And I share that stuff in my content for The Amazing Seller and I get a lot of people come to me at conferences and they are like, “Dude man, I love how you're like devoted and I love how you never let that interfere.” So they are listening but to some people they are like, just give me the tactics. I just want the tactics and that's fine. You'll get some of those but you're also going to hear my why because if that resonates with you you'll follow through with my plan or in your case your plan. So I'm a big believer in that. Sometimes it's hard for people to do that but just believe in it and do it and I think you'll be surprised when you start getting comments or emails of people saying like, “Thanks for sharing, I really needed that today.” Or something like that.
[00:15:55] Sean: Absolutely, and the last thing that will add value to your community is story. One of the things we were talking about when we talk about why is sharing your stories, small ones and also your bigger story because whether consciously or subconsciously a lot of times as humans, if someone stands up on stage at a conference, if someone starts a YouTube video we're sometimes thinking or actually I would say we're always thinking, whether consciously or unconsciously, why is this person doing this? This is their thoughts. What is their agenda? We might not even be that skeptical, that's kind of the underlying. What's their agenda? Where are they coming from? So when you just tell a story, same thing is true as I've told a story of how we got into YouTube and I tell that story of challenges, health challenges my wife and I went through.
And we were driven and I was driven as a man and as a leader to find a way to build a business on our own terms. We don't have kids yet but similarly so that I was like man with health challenges in our family and things, I want to be able to work from home. When we do have kids I want to be able to have time, freedom and lifestyle freedom. And that resonates. I think about some other people that are in my space that are maybe kind of younger or they take a younger approach. It doesn't even matter the age but they are all about the cars and the bling bling and I actually don't want to be judgmental against that. It's just a totally different philosophy. It's not what I prescribe to.
But again they are attracting other people who want the cars and who want to be… I'm living in Vegas right now. People are like, “You live in Vegas, you must live a crazy life.” I'm like, “Yeah, Friday night, man we're watching Netflix by 730 and we're in bed by 9.” You know what I mean. But there are some people they want to be like get model service at the club with models. Not my vibe but your vibe attracts your tribe. I think you should own it, I think you should simplify it and then even tell stories and maybe that person's story is like I was always broken now I'm, I want to be rich. And people that's their goal.
[00:17:58] Sean: When you value, and we resonate. One reasons I think we've connected and like why we've connected with people like Pat and stuff it's like it's because family is the core value. That's why we're linking arms. And people probably resonate with that some more. That's the powers of sharing your story, sharing your why and so that's why I choose both. Review those products, share some tips, some tutorials but also put some content where you can communicate where you're coming from, why you started the business, why you wanted to start it, how your dad inspired you and used to fish together and you remember him, it's kind of stuff that people will really resonate with.
[00:18:34] Scott: They will remember that stuff. I think being remembered will also bring people back to where they started or where they found which I think is cool. Last thing before we go and this is a little bit more tactical, what would be I guess the best and I know you get asked this a lot but I'm going to ask because a lot of people are going to be wondering it and you're going to give me your answer. We're going to hear people ask how long should a video be, that's a big one and then how should I open the video, how should I conduct myself in the video? And I know there's kind of a process. I don't like to overthink things too much.
I know when you and I got on you were like, “You're doing things pretty good but there's some things you can probably clean up.” And I have, but like is there a couple of tips you can give for people number one time-ish and then maybe like what they should do as far as like opening and closing.
[00:19:27] Sean: Love it. I got some tactics for you. So number one there was a study done recently of hundreds of thousands I believe YouTube channels from an agency that like works with marketing for YouTubers and they discovered that the highest performing video length was actually videos between seven to sixteen minutes. So that was interesting because years ago on YouTube it was kind of a three to five minute type of a platform and that's what was working. What we're seeing in the trend is that it's also probably lends itself to the fact that YouTube is promoting… They want longer watch time, longer content. So that maybe gives people freedom to say, “Well I can produce some more substantive, longer videos.”
But here's the other quote I like to say, you video should be as long as it needs to be but as short as possible. I think two minute videos are fine. If it's just a two minute behind the scenes of the recent Jeep tournament, I think five minute videos are fine but I think people should have permission to know that longer videos are also okay. Here's the thing. If you're rebuilding a Jeep engine part and even with some jump cuts it's going to take you 45 minutes to walk somebody through doing it, you want to serve that end user. You're not trying to serve people looking for viral cat videos, that's that Jeep video.
It's just the specific person that's like my gosh, you just showed me step by step how to build this, fix this, change this. So it could be 45 minutes, it could even be longer but seven to sixteen minutes is a good window. A lot of the videos that we're putting out are coming around 10 minutes. And we're always trying to make them as short as possible but then I'm like I want to get this part is important, this piece of information is important. We are asking what can we cut, we're not trying to overly trim it down because we don't want to miss the substance that I believe I want our community to learn, know, et cetera.
[00:21:20] Sean: The second thing you asked was about structure. I think this is huge. Probably the biggest thing is the first ten seconds of your video. We call this the hook and when some is looking for something online if they typed in the kayak bass fishing for beginners then the first ten seconds could go something like this. It could go something like, “Are you just getting started with kayak bass fishing? My name is Sean and I've been doing it for the past ten years and I made a lot of mistakes. So in this video I'm going to be sharing the five things you need to know when you're getting started. Coming up.” Now what you want to do is you want to tease the content.
You want to create some intrigue, you want to be relatable but you also want to really people in the right place for the exact information they are looking for. There's still in that mode of, “Okay I kind of saw the thumbnail, I saw the top, is this the video that for me?” And again being specific is better. You don't want to try and make a video that will, well man if I make video just for beginners I'll miss the advanced people. Yeah, you will. Like that's good though because there's people of different levels, education levels or experience levels. So if someone advanced they might, if they land in your content then they start watching it but you try to trick them they are like, “This is beginner information.” You actually lost trust. You didn't build trust. They maybe don't want to come back to you next time.
You think you want to be honest, you want to be accurate, you want to let people know they are in the right place and you really want to use that first ten seconds to tease the value of the video, to create some intrigue and then deliver the content. Let them know they are in the right place, deliver the content in the middle and then the last thing about structure would be learning and leveraging the YouTube tools. Things like now there's clickable cards that work on mobile which simply you can link to another video at the end of your video and you can even point to it on screen. You can say, “Hey, I hope you enjoyed this video. If you want to watch other videos in our kayak bass fishing series click or tap the screen right here.” And you can point to it.
[00:23:30] Sean: And some of those tactics are just being smart thinking okay, here's one of the things you should assume also in one of your goals. That when someone is passionate about a topic they might want to binge watch videos about that topic in that moment. So never even just think about that first video where you shared them those beginner tips, next thing you might be, “So if you enjoyed this check out my video that's all about the first five essential accessories you need for kayak bass fishing.” That's maybe the next logical step. And over time you can build out like a binge-able series in a web and even a circle of content about your topic.
What we've learned and this is true for people in probably every niche when people are into off-roading, when they are into kayak bass fishing they are deeply passionate. People get deeply passionate about YouTube, about cameras so when we talk about our audience we learn people binge watch our content a lot and here's a great example. They learn that they are like, okay, what camera do I need. All right great, now you've answered the question. Well now, what lighting do I need. Great you've answered that question. Now, how do I use this stuff? Okay great. Well now I'm shooting videos and I got the lighting going but how do you actually some get reviews and subscribers? And so I've kind of thought there's so many steps along the journey of valuable practice would be to kind of map out different ideas and topics and brainstorm.
Whether that's, again, how do you get started tips wise accessories people need for that particular niche, biggest mistakes people make in that niche and then think about linking all of that content together leveraging YouTube's tools like the end cards and links in the description and playlists. And that's just organizing everything so that the viewer you want to reach can have a great experience and have a lot of value.
[00:25:21] Scott: I love that the binge watching kind of philosophy because we do do that. I find myself going down a rabbit hole. If I'm into something and I'm learning something I'm just going to start binging and if I like the content of one person, I'm going to keep going through it and I'm going to be in their web in a sense which is great for me. I'm getting what I want and YouTube loves it and the person that created the content loves it.
It's a win, win for everyone but again sometimes people will get overwhelmed with that but I think the first thing to also understand is like you don't have to create this massive chunk of content. If anything make it snack-able in a sense where you can have these like five tips like you said for this or like five things you needed to know about this and then the next thing is, what's the next thing in the sequence kind of the timeline.
They just sequence that out, record those videos and then link them together in a sense to where that would be a playlist. If someone drops in the playlist, the thing I like about that too Sean and I've been doing more of that now on my channel is now once they are in the channel it's like they see the playlist of what's coming up next versus my competitor or someone else that might be there which I can… I'll usually come up with my own but sometimes I won't. If they are in my playlist well they are not going to necessarily see that unless they scroll that all the way down. On mobile it's different as well. That's been working really good.
[00:26:39] Sean: You're totally right and I think that it could be very overwhelming. We talked about a lot. We shared a lot of tips and when you're just getting started, it's kind of daunting. But I'd want to encourage people done is better than perfect. Like it really is. You just got to get your first videos up, your first videos will be your worst videos but punch perfectionism in the face. Start posting and one of the probably best things you could do is again if you journal out like if you write out 100 creative ideas just remember you don't have to create those all at once. And I love this quote from Tony Robbins that says, “People overestimate what they can accomplish in one year. But they underestimate what they can accomplish in ten.”
And when I think about some of our YouTube numbers, some of our YouTube success, sometimes people might see that they are like wow, you have hundreds of videos up and you get all these views now on evergreen because so many videos are being found and searched. Like it would seem like it would be so hard to create that. It is daunting but not realizing it's taken years. So whatever it was, it was one block at a time. It was like one brick at a time. Just laying those down. But the key was also laying them down purposefully. Trying to get as a clear of a picture of the end goal and then just putting one video up at a time that's leading there. And just letting it to go, thinking about oh yeah. I'm just going to shoot this new video this week and that links to that series that I did six months ago.
That's the kind of stuff that I'm doing. I'm always thinking about a library of a video I shot, maybe even two years ago. I'd add a lot of value, I've more awareness now and at the end of the video I might say, “Hey, if you enjoyed this content you'd actually love this video that's about X but I did it two years ago. I might just go through my library and think about what else could repromote, how could I weave it in and so again, all of that is going to come over time. We think, oh I got to get all this built in the next month. That's not how it's going to go on YouTube. YouTube is a marathon, not a sprint.
[00:28:41] Sean: But it's a worthwhile race to run because the ROI is so high. The return of investment is so high when you build real influence there it could produce results in your business for years to come. Authority, influence, trust and those are the kind of things we're seeing but definitely pace yourself and just publish one video at a time.
[00:29:05] Scott: Okay, and the last question, the publishing, would you say if I'm just launching my channel should I load five videos in all at once or should I stagger them out over five weeks even though I'm going to be doing one a week?
[00:29:18] Sean: I think if I could get five videos done, either option is fine. I would encourage people, get one video up. You might not even get back to it for another two months but the sooner you get a video up, here's the thing you could always take it down. You could always delete it, you can unlist it, you can make it unlisted, you can make it private. But the sooner you get a video up will be actually I believe the sooner you'll get your second video up. If possible if you want to launch… So here is actually what I'd probably recommend more than that depending on where people are starting. If you already feel confident clear you know what your niche, you're just ready to go, shoot five episodes because being ahead is great. We know how busy life gets. If you don't feel quite clear and confident yet to launch with that much clarity let the next three months, six months kind of be a beta experimental season.
TV shows have pilots and before a show ever gets approved, and gets green let and they start shooting a whole season they created episode and they put money into it and they get actors and they do the whole thing. They write the scripts, they create one episode and a network might create 100 pilots thinking that only one, two or three of the shows will actually get the green light and go on to actually get produced at scale. I think on YouTube that's the same as true. I want to encourage people grab your smartphone and get that first video up. Do that first unboxing. Review that first product. And let some of those videos potentially be pilots. Well, does it need to be Tuesday and Thursday?
Does it need to be…? If you're just starting, just get the video up, get another one up in a few weeks. And let yourself go. Don't just passively be in a beta experimental season. And get feedback on the content. Ask someone you trust about what you could do better in it. Share it with somebody, email it to your list and say, do you guys like this content. What kind of content would you want to see from me depending at how far you are a long and be back on those shows. Let the market test them a little bit and I'll tell you this. If you go into three months of just experimenting, show format, it's a review, you just take a camera with you as you go fishing, whatever it is, just experimenting, at the end of three months and also keep learning, keep studying, keep surveying your audience then I would say that would be a smart time to say okay now I'm ready to put a plan on paper and launch this consistently
[00:31:39] Sean: You'll have learnt how long it takes you to get something done. You'll have learned how much energy it takes and bandwidth in your business it takes. And you'll already have sped up a little bit so you don't just necessarily hit the ground running. I haven't seen too many people just come out of nowhere to like weekly consistency. Because there's a little bit of friction when you're starting. So ramp up to it, get it into a rhythm where you're like okay, I get a vibe now. I think I know what weekly thing will be, I can see how it will be sustainable I can shoot for it once, maybe I can shoot ten at once.
Now, I've got weeks all batched or whatever it is. Now, you're ready to just go nuts and grow and here's the key thing. When you're involving your audience in that process that could be one or two people. But when you're involving hey what do you think about this really, call somebody. One of the biggest missed opportunities if you already have customers or someone in your tribe, get on the phone with them. We're not talking about blowing their mind. “We are experimenting on YouTube and can I send you a video, I'm going to put you on mute, I'm going to go make some coffee. Watch this video, I'll get back on the phone in just a second.”
Talk to about. What do you like, what didn't like, what are YouTube viewing behaviors. The kind of information you're going to get during that time is going to blow your mind but the kind of depth you're going to build that… Those are going to be your first five to ten to a hundred raving fans because they helped you build and shake what it is you're doing on YouTube. So that's just kind of an approach, you could just pull a few pieces out of that but that's why I probably recommend for a lot of people listening to take a little bit of the pressure off to feel like you have to go from zero to a hundred right away.
[00:33:18] Sean: But you could start ramping up getting good data and building a lot of good will and trust and relationship in the process by doing kind of a beta experimental maybe three months ramp up.
[00:33:32] Scott: I love that. I absolutely love that because like you said you're not like it's just like you're saying like let me just give it three months and see what happens to see where I'm at and I'm going to reevaluate. By then you might reevaluate, like, “Wow, look at I've already got 400 subscribers and I've got some views,” and the last thing I'll just say is like you mentioned evergreen. Like evergreen content on YouTube to me that's like the ultimate because you create something today that can be found tomorrow and three years from now, five years from now. And as long as it's relevant or as long as it gives someone value for something, we just actually looked at a video this morning because my dog reverse snoring.
We didn't even know what that meant. And there's a video called reverse snoring. And it shows the dog doing it and the vet showed a little tip, two minutes. You put your finger over to one nose so it can only breathe in through the one and it will clear it up. It was like two minutes and it was like I don't know, 600,000 views. I'm like, Look at that. It's like two minutes. It gave you the solution. I like this guy, he's a vet. I would probably go back and subscribe to his channel. It's like little things like that. Smart phone, it was nothing fancy, but you got the answer and the result and I just love the evergreen aspect of doing that once and then benefiting.
With Facebook it's tough. You create content and it's down in the feed, you're pretty much gone unless you're going to drive traffic to it and I'm not saying don't use Facebook. I think Facebook is great. Same thing with Instagram. Instagram is like 100 miles an hour. It's like boom, boom, boom. It's like your stories are up for 24 hours. They are so fast but when you're putting the time and effort into something on YouTube you got a much greater chance for it to be there, even like podcasts. Even our podcasts I got people going back two years ago listening two episodes, getting value and it's like wow, that's a piece of evergreen content that they are able to listen to and start becoming part of your world.
[00:35:16] Scott: Awesome, is there any last tips you want to share before we wrap up? I mean we can spend another two hours it seems. We're going to probably have you back on and we're going to probably have to do some type of workshop and that I know you have something too that you're going to do for us here but is there any little last bit of advice or tips for anyone that's at that beginning stage.
[00:35:35] Sean: Yeah, the last thing you need and you hit it. You said, YouTube has evergreen content and that makes you to distinctly different than other social media platforms. Facebook, Instagram, Twitter, Snapchat, these are not search engines. They are great platforms but I like to call them the social medial hamster wheel because they are like the cookie monster. They are never satisfied. They are the content monster. You have to keep feeding them content. Whereas on YouTube yes it would be good to put up a good piece of content once a week whereas on Facebook they say like four times a day it would be like optimal amount of time to post
But because it is the search engine, if you position your content right then you're creating so much leverage so your content can be viewed for weeks, months and years to come. YouTube is so healthy right now. There was a stat that just came out from a Google conference, 1.7 billion monthly active users watching over an hour content on mobile per day. YouTube is innovating so there's people watching on their smart TVs, most people watching on mobile, desktop and tablets. It's the fastest loading, best optimized platform technology wise so it's dominating video and Full.com the investing site they just released a stat that said that YouTube is growing twice, nearly twice as fast as Facebook right now in active users.
So as we kind of just wrap up I would say that for every entrepreneur listening I actually think it would be irresponsible not to be leveraging YouTube to build your brand and if not irresponsible maybe just unwise because there's so much opportunity to stake your claim, plant your flag, it's kind of like real estate. Plant your, buy the real estate. Position yourself in that Jeep market, in that bass market and even though there's channels that maybe… I have competition, YouTube is still so early and still so young it's not over saturated like cable is. Imagine trying to start a show on HTTV about flipping homes and getting noticed.
[00:37:44] Sean: There's a few other ones that have kind of established market preeminence and so on YouTube that's not the case. There's so many viewers, there's those nearly two billion viewers, there's a lot of people interested in different niches. Again, in tech I think about I just did an interview with another tech YouTuber, technically my competitor is teaching people online video and in the interview I asked him as I came in like, we are even competitors, we're friends though and I'm like, “Do you think that is too saturated? Do you think it's too crowded?” He said, “It's not even close.” Number one your perspective, your point of view is going to be different than others. Some people are going to resonate with the other person or they are going to dislike the other person, they are going to like you.
But also number two is there's just so much volume. I don't think we can comprehend how many people are interested in this stuff and so there is a ton of space right now, whitespace, stake your claim, dive in and build your presence on YouTube because it's something that I want to save people if possible from regretting they heard this, they thought, “Maybe I'll get around and do it,” and two years from now it's not quite as wide open window of opportunity as it is now. It's not quite as you miss that timing, you miss that chance to get underpriced real estate if you will. You miss that chance to buy beachfront property in Newport Beach in 1950 when it was thousands of dollars and now its millions of dollars. That's kind how YouTube is right now.
So really build your presence, go all in because it is a crazy time for online video and some people say but man it's been around, am I late to the party? You're not late to the party. The party is just getting started, so let's go.
[00:39:30] Scott: I love it. I love it. So how can people hear more about you or learn more about you Sean.
[00:39:36] Sean: If anyone wants to connect I'm at everywhere SeanCannell on social media. And that's Sean Cannell and probably nobody would have got that without spelling it out and then of course if you threw that into show notes we have Think Media a great channel just type in the word ‘think' and ‘media' on YouTube if curious about cameras, curious about the tech side of things, as well as some tips. We also have a channel called video influencer. So we're interviewing a lot of entrepreneurs and YouTubers learning their best practices. So if you type in ‘video' and ‘influencers' you can find that channel on YouTube. Then the final thing is that we do have an hour long free master class that people could check out that is… Now you've heard all the stuff that you're like wow, what do I actually do next?
This was audio and it's over my shoulder. I'm showing my screen, I'm sharing how to set up and really the three essentials for setting up your YouTube channel for massive success user income this year. You can just throw a link to that in the show notes.
[00:40:48] Scott: Cool, that's what I'll definitely do. Like I said, I may even in the future, well I will, definitely if you're willing I'll have you back on and maybe we'll even do something privately for our community and maybe get you onto show us that exact process but in the meantime definitely check out Sean's stuff. I'll link everything up in the show notes and I'll definitely be re-mentioning this episode a lot because it was packed with value. I might even be thinking to myself I might have to cut it up into two parts because it was so valuable. All right Sean, I'm going to let you go. I know you're a busy man. I will talk to you so but I also want to thank you so much and I know that The Amazing Seller Podcast community thanks you as well.
I just want to say thanks a lot man, I appreciate it.
[00:41:29] Sean: I appreciate you Scott. Thank you so much for having me on and big thanks to your community for hanging out with us today.
[00:41:35] Scott: All right. So I wasn't kidding, right. That was packed with useful information, things that you can do right now. Now, what I want you to do at this point is I want you to think about your own brand that you're either building right now or starting to build right now. How does YouTube become a part of your long term strategy? The first thing that I would do if I was you is I would go over to YouTube, I would go look at someone in your market that's already currently doing what you want to do and then you start getting ideas of what's worked and what hasn't worked. Then from there you can just start chipping away at it.
But the first thing you need to do is come up with that low hanging fruit and what I mean by that is what is your market searching for right now on YouTube. Here is how I would do it. I'd go to YouTube. I'd go to the search bar. I would type in ‘how to catch more bass.' And then boom, I'd let it fill in or I'd put in, bass fishing and then I'd let it fill it in. And then you're going to start to be able to see what the market is searching for and that's where I would start. I would always start with a how to stuff. Or five things you should know about X. Because that's what we want to know when we're getting into something. Think about yourself for a second.
When you've started to be interested in something, you're looking for things to get started. What do you need to know that you might not know right now as a newbie or maybe someone that wants to take their bass fishing to the next level then you'd have more of an advanced thing. So go there, spend a little bit of time, start to understand your market, what they are searching for, look at other channels that are already doing what you want to do even if it's not even in your market. See how another YouTuber is doing it in their market and see how you can maybe do something similar in your market.
[00:43:39] Scott: So really it's just a way for you to get some intelligence and be able to come up with some of your own plan but do understand this please. I really, really want you to understand this. This is a long term play. Now, could you start doing that 52 week strategy as we talked about where once a week, you take a product, a popular product in your market and you just review it, or you unbox it, or you talk about it, the pros, the cons? Could you do that and instantly, within the first week or two could out get some traffic and someone buy through a link inside of that? Yeah, it could happen.
Is it going to likely happen? Probably not. But if you create a video today and in six months from now it gets found you've got a chance for someone to find that and then click on that link and then possibly buy that product. And then over time that will start to compound and then you can then you can start to maybe look at your associates account, you Amazon Associates account and start seeing what people are buying inside of your market because now you're an affiliate inside. I think everyone should be an affiliate in their market just to get intelligence. I really, really do. So I can keep going on this but I want you guys to take what you've learned here in the past episode, episode 536 and this episode 537. I want you to go out there and I want you to do something with it.
I would definitely recommend two things. Check out the show notes, theamazingseller.com/537. It will have links, it will have transcripts, all that stuff there and I would also highly, highly recommend checking out Sean's free training over at theamazingseller.com/video. You guys have heard me say this before. I don't recommend a lot of people and the reason is because I need to know I can trust them myself before I would ever extend them to my audience, I am doing that here. I know Sean, I respect Sean. He's doing things on the up and up. He's been doing it a while and he knows what he's talking about. I definitely trust him. So definitely check him out.
[00:45:41] Scott: Theamazingseller.com/'video and that will take you there over to his training.
All right. So guys, that's going to wrap up this episode. Remember as always, I'm here for you, I believe in you and I'm rooting for you. But you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.
LINKS MENTIONED IN THIS EPISODE
- 1,000 True Fans
- Start With Why
- Think Media on YouTube
- Video Influencers on YouTube
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