How can sellers like you get the most out of your efforts to build your brand and reach more people using video? How can you leverage your YouTube channel to expand your brand? On this episode of The Amazing Seller, you’ll hear from Scott as he sits down with video specialist, Sean Cannell. In his conversation with Scott, Sean opens up about how he got started with video, the difference between branding and sales, what to do if you don’t want to be the “Face” of your brand, why delivering valuable content is so important, where to start with content creation, and so much more! You don’t want to miss a minute of this engaging episode featuring Sean!
Put in the work and hone your craft!
How do you expect to become great at something worthwhile? Do you think that talent and skill will just fall into your lap? No way! If you want to become an expert or a professional, you’ve got to put in the time and effort to hone your skills. On this episode of The Amazing Seller, you’ll hear how Sean Cannell fell in love with video work and how he honed his abilities over time. What started out as a way to serve in his local church, Sean ended up finding a skill and a pursuit that he was passionate about. Sean then took this passion and continued to hone his skill set over the years becoming the go-to expert for many ecommerce entrepreneurs. To hear more of Sean’s story and how his expertise can help you get started with online videos, make sure to listen to this episode!
Are you the “Face” of your brand?
How will your target audience connect with your brand? Do you plan on being the “Face” of your brand or do you have something else in mind? According to Sean Cannell, you can have a successful “Face” or “Voice” of your brand without that being you! Sean has seen many brand leaders just use their voice when they narrate their videos and that’s seen great results. You can also connect with other social media “Voices” out there and explore a partnership and have them serve as the spokesperson for your brand. Learn more about all the options available to you by listening to Sean’s expert advice on this episode!
Focus on value first!
Let’s face it, no one is going to keep coming back to your brand if you don’t provide value! Whether the value is educational information on your niche subject matter or if the value is in a good product at a great price, you have to deliver if you have any hope for sustained momentum. On this episode of The Amazing Seller, you’ll hear from Scott and Sean as they explain how sellers like you can keep your audience engaged. Sean suggests that before you make an offer to your audience that you focus on delivering solid and helpful content for a couple of months. Using this strategy, you’ll earn credibility and trust with your target audience. Hear more from Scott and Sean as they expand on this topic by listening to this helpful episode!
How to start creating engaging content.
What do you do to start creating engaging content for your target audience? What is the low hanging fruit that sellers like you can pick to begin growing your brand’s reach? On this episode of The Amazing Seller, Sean Cannell goes over several options that you can use to begin creating engaging videos. Sean says that one of the best ways to find good content subject matter is to use the predictive text in the search bar on YouTube, Amazon, and Google. This is a free tool that you can use to find out what people are looking for in relation to your subject matter. Learn more about why it’s important to create weekly content and back your content up with solid research by listening to this exciting episode with Sean!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [4:20] Scott welcomes his guest, Sean Cannell. Sean talks about his video background.
- [9:00] The difference between branding and sales.
- [13:00] What should you do if you don’t want to be the “Face” of a brand?
- [16:30] Why it’s so important to deliver value to your audience.
- [19:00] How do you start creating video content? What should you start with?
- [24:30] Sean talks about how he won over his wife.
- [27:30] Should you focus on getting an email address or channel subscribers?
- [32:30] Build assets now that will help you grow a long lasting brand.
- [33:45] Closing thoughts from Scott.
Note: I'm a student of Sean's and have paid for his courses myself. I'm an affiliate for Sean's training, because I know his training works.
TRANSCRIPT TAS 536
TAS 536: (Part 1) How to Use Youtube to Build Your Brand and SELL More Products
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 536 and today I am pumped because we’re going to be talking about how to use YouTube to blow up your brand in a good way…
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…and sell more products and what I’ve done is I reached out to a YouTube expert and his name is Sean Cannell and he’s a great guy. He knows what he’s doing on YouTube and the reason why I want to dive into YouTube because I feel that our competition, your competition is probably not doing this and if we’re in this for the long haul, if we’re in this to build a brand, we want to be able to go out there where our audience is and we want to help them but then we also want to get them to come back to our brand and then from there possibly buy a product. What a better way than to go out there on a search engine where people are looking for content around your market?
Now, I’ve used bass fishing quite a bit lately so if I was in a bass fishing market, it would be a video on five tips you must know when fishing or bass fishing in a pond, something like that. And we go over a bunch of different things here, but I really want you to understand that this is a search engine. Just like Amazon is a search engine for buyers, YouTube is a huge powerful search engine which also gets indexed by Google, so you could get found in a couple of different places, you can build up a subscriber base, kind of like an email list, and all of that stuff and I am really, really excited for you guys to listen in on this conversation that I have with Sean. Great guy and he knows what he’s doing. Now, let me just say we’re going to go over why YouTube, how to use it, content strategy, best format as far as like what you should start with, what should be in the middle, what should be at the end, all that stuff, how long they should be. And I actually cut this up into two parts because we just kept drilling in and I just kept exploring different areas and he kept talking and sharing so I was like, “You know what, we’re going to keep going here”.
[00:02:04] Scott: So, like I said, this is going to be a two-part. The first part where you’re going to dive into all of the what you need to know, how to kind of set things up, what you should be looking at as far as your strategy. And then in the follow-up, in part 2, it will be our conversation continued and we’ll start exploring some really creative ways that you can actually go out there and start a YouTube channel and start making money on that channel even if you don’t have your own products yet. We also talk about how you can go out there and maybe find other people to leverage that maybe you’re not the face of the business or maybe you’re not the face of the YouTube channel. You can find other people that are. And we go over some different strategies on that in this episode but also in part 2 so definitely listen to this one and then you’re going to want to listen to the next one, the continuation of this episode, really good stuff. I would also definitely recommend checking out Sean’s stuff.
I’m telling you right now like I said I’ve actually hired Sean. That’s how I met him initially and I had him look at my YouTube stuff that I’m doing, and I felt like, “You know what, this guy knows what he’s doing. We got to get him on the show.” So, what I would definitely say is check out his masterclass. He’s got a, I think, it’s about a 60-minute masterclass. It’s a workshop where he walks you through how to get started, what you need to know, content strategy, all of that stuff. If you want to check that out, head over to TheAmazingSeller.com/Video. This is my YouTube go-to guy now. I haven’t really had one in the past that I felt like comfortable with or that I felt like, “You know what, this person’s going to help me grow my YouTube presence,” but also other people in my world, you guys, so I’m definitely really excited to share him with you guys because he’s an awesome guy. All right. So, I’m going to stop talking now so we can listen to this conversation that I have with Sean. Before I do, I also want to remind you the show notes, you’re definitely going to want to grab those, Episode 536, TheAmazingSeller.com/536.
[00:04:06] Scott: So, guys, sit back, relax, get ready, be prepared to get blown away literally because it is amazing on what we can do with this powerful platform and you guys are going to be able to do the same. So, sit back, relax, enjoy.
[00:04:22] Scott: Well, hey, Sean. Thank you so much for hanging out with us here today and educating us on a little bit of this video stuff. So, what’s up, man? How are you doing?
[00:04:30] Sean: I’m doing super good, Scott. Pumped to be hanging out and pumped to talk about YouTube and video, yes.
[00:04:36] Scott: Yeah. You are the go-to guy for me anyway. I’ve been hearing a lot about you, mutual friend of ours. Pat Flynn recommended you as well but I’ve been hearing about you even before I heard Pat mention it and I’ve been watching you from afar and actually I hired you to come on and look at my stuff. So, I just want people to know I actually paid Sean to come on and look at my stuff and I’m always a big advocate of investing in yourself in your business and that’s what I wanted to do. And now here we are getting you on the podcast as well. Yeah. So, I’m super excited to have you here because I think video in any business can really do amazing things. So, why don't you give a little bit of your backstory really quickly as far as like get people caught up like who the heck is Sean? Why should I be having you on about YouTube and video and stuff?
[00:05:21] Sean: Absolutely. Yeah. Thank you, Scott, and for me, I actually have now been doing video over 15 years and I got started in my local church and I was just volunteering in the youth ministry in 2013 and I started a weekly video announcement so that was 52 videos a week and, man, I always say that your first videos are your worst videos. I don’t want anyone to ever see those, but it was a huge advantage because I was putting out weekly content. So, I was kind of learning the discipline before social media even came on the scene of creating content, editing, and then actually a year later 2004, the lead pastor of that church was like, “Now the videos aren’t too bad. Do these on the weekends as well.” So, as a volunteer, I was doing 104 videos that year, a little bit over that so I’m really kind of figuring out video and then the first YouTube channel I managed was in 2007 for our small church that was an hour north of Seattle, Washington.
And so, YouTube started in 2005 so it was nice to get this early start. I’ve done everything wrong, title’s wrong, thumbnails wrong, but it helps to dive in, practice. So, eventually I started a small business in 2009 called Clearvision Media where I started doing video production, helping people optimize their channels and whatnot, and then different pathways and things that eventually led to going all in with what my passion is now and what my team and I do and that is helping people figure out how to build their influence, create more income, and ultimately make a greater impact leveraging the power of online video.
[00:06:55] Scott: I love it. I love the path because I think we all just by looking through like the twists and turns you never could’ve predicted what has happened until you get out there and you actually get yourself going and really just dive in and that’s what you did. And I love that you said it like the stuff that you did, in the beginning, was not perfect like, is it ever? But you weren’t afraid to do it, learn, and now you’ve grown and now look at you and the different things that you’re doing and you’re blowing it up on YouTube.
All right. So, let’s kind of dive in. I want people to get like actionable stuff that they can walk away and go, “You know what, that was amazing. Sean definitely is the deal and he gave me a roadmap to follow to at least get started,” because I’ve been telling people for probably the past eight months now that we primarily sell on Amazon and then from there we launch externally. Amazon is a big channel for us. They do a lot of the heavy lifting as YouTube does. I mean, if you went and just hosted your videos on your blog, it wouldn’t be as good as just capitalizing on YouTube and the traffic and everything that they have, all the algorithms stuff, and all that.
But when we are launching on Amazon, we’re also just like we’re relying on them. What I want to do is I want to have external ways for people to be able to discover our products, our services, and also our influence like you said. If someone wants to have influence in that market, it’s going to be a lot easier to sell. I know, I mean, let’s just say this for example. Right now, you have stuff that you recommend on your channel because you use it and people trust you, so they’ll buy through you and the same thing can happen with your own products. I mean, if you had your own product line in the video space, you would probably sell a bunch of it but right now you can recommend top products, brands, and Amazon will pay you a commission on that. So, what I want to do is help people, number one, ask themselves in the brand that they’re in, okay, can they build a video like library or at least resources for people to come back, get to know, like, and trust them. So, where do we start?
[00:08:58] Sean: Yeah. So, I actually love this conversation because I think you already kind of mentioned it but from the top I think it’s important for us to think about the difference between branding and sales and I think a lot of people in your space in the e-commerce space I think sales is fine if they figure out landing page optimization, paid traffic that has figured out how to be profitable with ads and maybe rank a product on Amazon. That also is not associated with necessarily a memorable brand or necessarily a person then you might be able to kill it and plenty people are. They might be doing six, seven figures. However, sometimes algorithms change as you mentioned. If you’re dependent on Amazon, things change and overnight maybe your business could disappear like you crush it for a while and things could change, but that’s sales. Branding is different because when we think about branding, we think about the brands that don’t like necessarily hit us with Facebook ads but when we walk into a store, we have brand recognition. They have no trust with us. They built legacy.
So, we might buy Crest versus the brand that we don’t recognize when it comes to toothpaste or we might get Nikes versus a different type of shoe. So, I actually think it’s a philosophy first and I think that it’s fine if maybe someone’s like, “I just figured out there’s a profitable niche. I started, I imported some stuff,” and I talked to a friend recently who around Halloween was importing like neon shot glasses and just crushing it during October and whatnot. But again, he wasn’t building a brand. He was seeing this high-volume search and whatnot and just positioning his products for that. So, if somebody wants to build a brand, I would argue that it’s tough and you would want to maybe start with the end in mind. Where is it you want to go? What is it you ultimately want to do? And we can talk about a couple of different niches. But even before we started, we were talking about say like off-road jeep content and obviously some of those products.
[00:10:57] Sean: I actually know a couple of people that have some great jeep channels and I think the number one, if we will put this into actionable tips, I think it’s actually going to start out with valuable content. Absolutely going to start out with valuable content and then deciding if you’re going to be the face, the person that’s going to be presenting this content. So, I was thinking about this jeep channel and they put out weekly content of how to fix the radiator or how to powder coat the thing. And when you also think about branding when you’re adding that value, you're not necessarily selling like you may not even be selling at all. You're just building a relationship and maybe you have a bunch of jeeps, maybe have the seat covers for sale or maybe you have some headlights for sale, but you could still talk about how to fix those suspension issues on the 1983 Jeep, add a lot of value to people then you build that relationship, you build that connection and they could discover the business you’re building as well as the brand that you’re building overall in the process. Right?
[00:11:59] Scott: Yeah. No, I love that and I think like you said, it’s like a lot of people think that, in anything, it’s like if you’re on Amazon and you’re only going to sell on a channel, you’re hoping for that one hit, that one grand slam or you can go at it the slow and steady way and try to find products that sell steadily through the years then you can build a brand around it but it is going to take time. Anything that I’ve ever done anyway that ever has blasted has always taken time, but it’s always been worth the time. It’s staying patient and just staying persistent and consistent. So, let’s talk about that. So, like in the jeep market, let me ask you this. What if someone doesn’t want to be the face? How would someone go out there and deliver content so that way there they can capitalize on it because they know that there’s traffic over there and we can talk about some ways to figure out what their audience is searching for and all that stuff but like if I don’t want to be the face, “Scott, I don’t want to be on camera.” I know my wife she wouldn’t want to be technically the face. So, what would you advise someone that’s in that kind of spot?
[00:13:03] Sean: So, there’s a couple of options and that does kind of present a challenge but, number one, if you’re not wanting to be the face, would you be willing to be the voice? Because take a jeep channel, maybe you’ve never put yourself on camera and plenty of YouTubers do this but maybe you’re willing to talk behind the camera to demonstrate how to do things. I was recently, my wife feeds the birds all the time which is cool because we have birds in our backyard, but you know what else that brings to our backyard, in our back patio? That’s right. Piles of some not cool stuff. So, a little while ago I was researching pressure washers. Where did I go? I went to YouTube and I'm researching some different models and sure enough, I found a video where the guy, it was just from his perspective. His POV was behind his phone describing it, how to use it, comparing his Honda pressure washer to some other brands out there. So, I was getting my information and as the end user consumer, I was happy.
I was looking for the information so that goes back to that valuable content like helping this person who’s got questions, who’s looking for information, and so you could still deliver it. So, if you’re not willing to be the face, you could also be the voice. Another option is you could potentially identify someone who would be the on-camera talent. Plenty of brands have scaled by finding somebody that already exists, someone who could grow into the role or thinking about who they could partner with or connect with that would be basically on-camera talent. In the gaming industry, for example, a lot of the PC, guys that build PCs, PC parts, they build games, a lot of those guys stereotypically are not typically maybe attractive if you think about that articulate whatever in a sense of because they geek out on all the tech stuff. In the gaming industry, it makes sense. A lot of times they partner with attractive women that also are kind of in the gaming but those women that do the new shows or review things or talk about building PCs, those channels take off. That’s just being smart. It’s like reverse engineering and then of course all these gamer guys and girls relate with that on-camera talent.
[00:15:10] Sean: So, I think as a business owner/entrepreneur that would be another strategy to consider building out and you might be like, “Well, shoot, who’s that person now?” Well, I don’t know. Maybe you’ll discover that branding is going to take time to build so it could take, it’s going to be maybe years. Maybe you find them in three months and then it clicks in six. It’s not an overnight thing. I think if you’re building talent and you’re building out a content machine that’s going to be building brand in sales on YouTube.
[00:15:36] Scott: What're your thoughts on this? I've had this happen to me time and time again where I’m like if I had the time and the bandwidth, I will think about going in that market because I’m always seeing opportunities, I’m sure you are, and I’m like, “But I don’t have time.” But what if you were to find someone that was an expert that didn’t even know that YouTube like existed in a sense and all you did was you’re like, “Listen, can I pay you and just have you teach me five things on how to train the dog?” or whatever and every week you might pay them $100 and you go and you sit down and shoot five videos and you upload those five videos. Could that work?
[00:16:13] Sean: That’s absolutely brilliant and they would probably love – they would get kind of a little bit of PR if you will around it so it could be a great joint venture. And then like you mentioned, that’s a good tactic I would say for YouTube is batch producing content, producing content weekly, and I would suggest we go back to valuable content. I think that if you really want to build a presence on YouTube, you should establish a weekly show like one upload a week and if you’re teaching on off-road jeep market, sharing value then every Tuesday just a new video that your target audience would love can come out, but the cool thing is if you were to work with somebody just like you mentioned, you could potentially shoot four videos in one day. Maybe you take a weekend and you shoot all four. There’s a month’s worth of content and, yeah, maybe you hire that person or you just do some sort of business relationship with that person and maybe it cost a few hundred dollars but there’s a whole month of content. You just do that 12 shoot days a year and now you have a 52-episode show for that whole year. It can be doable if you do it smart.
[00:17:18] Scott: Yeah. It’s funny because I have a pool and my pool guy comes in and he’s like, “You’re that internet thing guy, aren’t you?” Like, he has no idea about online. He could probably sell tons of his pool products online, whatever, but he doesn’t care. But I thought of him I’m like, “Man, I could sit there and probably just shoot 52 videos,” like within like, I don’t know, a couple of weeks just little snippets like how to clean your plaster edges, mold off of this, like all these common things that happen to an inground pool and I’m like, “That would work.” Because then you’re giving that content out there as long as you know how to do the other stuff which you’re going to help us with as far as like a how do you optimize things and how do you get the right things in place so that way there you can be found.
And I had it happen in the jeep market as well. I had another pool guy come in and they’re like, “Oh, I like your jeep, whatever,” and I’m like, “Oh, yeah,” and he goes, “Yeah. I’ve actually got my brother. He works at a jeep place and all he does is just think about jeeps. He just loves working on them. On the weekends he’s working on them and during the week.” And I’m like, “Hm, you could hire that guy,” and he would love it. It’s like there’s so much opportunity I think to piggyback off of people that are already doing it that are passionate about doing it that would love to make a few extra bucks to actually get on camera and talk about what they’re already passionate about.
[00:18:35] Sean: 100%.
[00:18:37] Scott: All right. Cool. So, if anybody is listening or they’re like, “Well, I don’t want to be the face,” there’s a lot of different things that you can do. Now, if that’s the case, where should we start as far as like what pieces of content should we think about creating? Now, I know there’s a couple of things that I’ve done. You’ve actually helped me with that but maybe you can kind of go through like the very beginning state like the low hanging fruit, where would you start? Let’s talk about like I mentioned to you earlier, kayak bass fishing. Let’s just use that because it’s so random and it’s crazy though. It’s a big niche though. I couldn’t believe it when I was digging into it. I’m like, “Really?” I thought that it was just like bass fishing but no, it’s kayak bass, there’s like tournaments, there’s like a whole club, like everything. What would you do to start developing a content plan?
[00:19:20] Sean: I love that. So, if number one is pump out valuable content and start a weekly show, number two is recognizing that YouTube is a search engine. In fact, it’s the second largest search engine in the world second to Google and it’s owned by Google. Now, Amazon is also a search engine and so people are going there searching for products and so here’s a tip to get people started with what content to produce. Go to the YouTube search bar and start typing and then what happens is predictions come up and those predictions are what people are searching for in order of search volume. The same thing happens on Amazon. When you start typing, it finishes your sentence for you and of course, if you can rank for maybe not even the top-level keywords but maybe a longer tail keyword on Amazon then you could get a lot of sales when someone is looking for something specific. That same thinking would apply to YouTube as I just went there right now.
So, when I type in “kayak bass fishing” I use a tool called Keywords Everywhere so right on YouTube it shows me actually the monthly search volume without having to go anywhere else of those search terms on YouTube. And so, 3,000 people a month are searching for kayak bass fishing. Who would’ve thought? And then some of the other predictions though then it goes kayak bass fishing tournament, kayak bass fishing set up, kayak bass fishing tips for beginners. So, here’s kind of what’s interesting is I think kayak bass fishing for beginners would be a great video to make. And so, here’s the principle. Before you press record, do your research because that’s also going to influence what you record. Because instead of saying, “All right. Well, let’s just start sharing some stuff off the top of our head this week about kayak bass fishing,” it could just be random. It’s not strategic. You want to reverse engineer the content to answer what people are actually are interested in. What’s cool is because of these tools, we can see that.
[00:21:20] Sean: So, now you already have your video title. Kayak bass fishing for beginners and anyone who would have any knowledge in that space could probably think about, “Oh yeah, I tell you the first five things I would consider,” and in doing so as you’re producing that content, one thing I think that we need to remember is that I see too many people when it comes to sales selling too fast too hard and too soon. And so, as we’re thinking about the search base let’s think about the difference between like where does the sale happen or how do I actually sell a product? Well, we can do that but let me give this analogy. I feel like it’s kind of like dating and relationships. My wife, Sonya, and I we’ve been married 12 years now. I met her at Starbucks.
[00:22:03] Scott: Nice.
[00:22:04] Sean: When I first met her, she’s a barista. So, I walk in, I’m like, “Wow. She’s attractive.” But how do you think it would’ve gone, Scott, if I woke up, I saw her, and day one I slid my credit card to buy my coffee and she’s handing the coffee I’m like, “I’m going to take this opportunity.” I lean across the counter, kiss her on the lips and say, “Will you marry me?” Do you think that would’ve gone very good?
[00:22:24] Scott: Probably not and if it did, you might want to be careful.
[00:22:29] Sean: Yeah. Good point. Lose, lose either way. I would lose or if she said yes, then it's like well that's even crazier still. So, but of course, now we've been married 12 years. Why? Well, there was a lot of steps in that process. There was the dating phase. There was the engagement, of course, phase and then there was the sale if you will marriage phase and I feel like online marketing should really follow that model. On YouTube, you’re putting out this valuable content. It’s kind of like going on dates with people and I feel like especially if you want to build an email list, maybe take people into a deeper conversation, I sometimes say, and you could break this rule, but I sometimes say, “Don’t sell on YouTube, sell off of YouTube.” And I don’t mean just that your sales page and the checkout page would be off of YouTube. I mean, that maybe there’s another deeper dive video or something else off of YouTube. You take them on our customer journey. So, if dating is getting to know them, they’re watching different videos or getting to trust you then getting maybe an email list or an email opt-in, a lead, is engagement that is being engaged. And then marriage is when someone decides to do business with you, right?
And so, it’s slowing down that process. So, if we take it back to kayak bass fishing for beginners, you could potentially because people these days too they can tell if you’re selling and it’s definitely not – I don’t think it’s bad to sell maybe point number three as a specific tool you need, and people are definitely interested in that. It doesn’t have to be high-pressure, but the idea is that you could potentially share tips and not sell at all which you’ve earned as a subscriber potentially. What you’ve earned is, “Wow. This is valuable. I want to come back to this channel,” and now you have the chance as you’re building your brand to be adding value with weekly content. And then when you educate your audience about the new thing you launch or some new products that’ll help them, it’s almost a frictionless process as it pertains to making a sale.
[00:24:18] Scott: Yeah. No, I love that and it’s totally something I follow many times including The Amazing Seller and my other businesses that I’ve built in the past. Before we move any further though, how did you actually start the deal though with your now wife? I need to know that. I’m sure everybody’s wondering.
[00:24:34] Sean: That’s a good question and it’s a funny tactical story because so I started going into Starbucks a lot and that’s when my coffee intake tripled because I’m trying to see her more often and I’m learning about her little by little as we talk as I’m buying coffee and I find out she’s into running. Now, Scott, I was not into running at the time. I happen to be now, but I was completely inactive. I think I was still young. I think we’re 20, 21 at this time and so I just came out of kind of like college, in high school, so I was still sort of in shape, but I’ve not been doing anything active, but I got this idea. I found out she’s into running and I was like, “Huh, what if I went and got some running clothes and then went into Starbucks wearing those?”
[00:25:12] Scott: Nice.
[00:25:12] Sean: Maybe that could trigger something. True story. So, I walk in, walked into the counter and she’s like, “Wait a minute. Are you into running?” And I was like, “Clearly. You could just look at me.” And she’s like, she goes, “We should go running sometime.”
[00:25:28] Scott: Wow.
[00:25:29] Sean: So, our first date was going to the Arlington Airport, Arlington, Washington and we ran for like five minutes and I was out of breath so then we just walked and talked and then our relationships started building from there. I eventually told her about my tactical trickery.
[00:25:48] Scott: How long before you actually revealed the tactic that you deployed?
[00:25:53] Sean: Maybe not even until we’re married. I want to make sure I seal the deal before she understood how conniving I was but, yeah.
[00:26:01] Scott: That’s so funny. I did something similar, not like tactical that way but I was 20 when I met my wife and she was 24 at the time and she kept asking me how old I was and we’re going like probably two weeks after we met, we’ve been on a few dates, and I just kept saying, “I’m old enough,” and I just kept saying that and finally, I got to tell her. She’s like, “Get out of here. You’re only 20?” and I say, “Yeah. I’ll be 21 though in like a few weeks,” and long story short, we’ve been married 24 years, so it ended up working out but, yeah, it’s so funny but it is.
I agree with you 100% like you can’t go out there and just hard sell and I love the idea of getting someone to basically come into your world where you can get them to know, like, and trust you before you ever make an offer or even just a soft offer or just direct like, “Hey, guys, I’m using this. If you want to check it out, go here. It is an affiliate link. You will buy me a cup of coffee but, hey, if you don’t want to, that’s cool too.” Like, be open and honest about it but just let them know you’re sharing it because it’s something that you’ve used, and you like it and I don’t think there’s a problem in that but I also think that you should deliver that value over time.
Now, with YouTube, if we get a subscriber on YouTube there’s a chance that they’ll see our stuff but now they got to click like a notification thing too so now they're making it a little bit harder. With email, I think there's going to be a better chance for me to at least say, “Hey, listen, I got a new piece of content,” or now we’ve got Facebook pixels we can drop on. We can remind them through there. There are all these other things we can do. Let me ask you, so if I am starting from scratch on YouTube, do I even worry about trying to get an email or do I worry just about getting a subscriber?
[00:27:40] Sean: I would say at first, you’d want to worry about getting the subscriber mainly because on YouTube, minutes matter most. So, it’s not just about views or subscribers. YouTube is actually tracking minutes because one view might be one second but one minute is 60 seconds and what YouTube wants is to – they sell advertising, that’s their business. And when they could tell advertisers that people are spending 30-minute sessions, over an hour session watching content on YouTube that means just people, they want time on platform. They want people to stay there, be in their world. So, I think at first again and this goes one of the things. We’ve already talked about this, but this is the path of what it takes to succeed on YouTube, build a stronger brand that could last and have a legacy despite anything else. I think there’s still tons of opportunity to create strategic commercials and run Facebook ads and run other things. And you could probably be running dual strategies meaning you’re building a brand and maybe you’re also building your email list through some sort of a free gift or whatnot or even a free plus shipping type of thing, whatever that is. So, you could have two strategies.
On YouTube though, at first, you don't want to be sending people off platform. You want to be adding value, building value. So, if I was starting a yoga business brand and so we’re selling blocks, we’re selling yoga pants, we’re selling all kinds of products, I would want to start a YouTube channel though that’s actually just like maybe 20-minute yoga workouts every Tuesday and building value in the culture of what that industry is all about and I’d probably want to do that three, six months to get that momentum, to get some views, to get traction, and try to rank some of those videos around those search terms. They’ll also get into your own rhythm and again, it goes into that thing where it’s not even being like, “Okay. We’ve done it for two weeks. Can we start like giving a hard call to action to our email list?” That’d be like, “Nice to know you, Sonya. It’s been two weeks. Will you marry me?” You know what I mean?
[00:29:37] Sean: It’s like just kind of slowing it down because that path of building a brand is a little bit longer. So, that’s a great question. I think focus first on getting the views, keeping people there, and people are so skeptical today and every year they probably get you more skeptical because we’re used to being marketed to. Marketers ruin everything. So, when you’re patient, it could be very powerful. There’s a podcaster named Lewis Howes. He has a podcast called The School of Greatness and I was talking with him and said, he didn’t even start selling sponsors or try to monetize his podcast for about two years until after he started School of Greatness. We started a channel called Video Influencers and it’s about to cross 300,000 subscribers on YouTube. It’s three years old now so it's about 100,000 a year. It actually, by the way, grows very – it’s slower at the beginning and then there’s that kind of more exponential curve. The real growth kicks in in the third year.
And so, that’s kind of a good case study in the sense where are we thinking if we want to build a brand, to build a real influence on YouTube, are you thinking about three years, five years, ten years? And so, we didn’t turn on ads, the YouTube monetization, which for most Amazon sellers or any kind of e-commerce entrepreneurs that might even a thing you should never do. You could monetize in so many other ways besides the YouTube monetization, but our point was we didn’t sell anything, market anything. We did grow our email list in the early stages eventually, but we weren’t marketing anything because we wanted to build, again, a brand. We wanted to say like, “Hey, because we also had other income streams and other businesses, we were able to not like try to cash in on day one,” and I think that principle is absolutely huge. And so, yeah, if you can hold off building relationship, getting people in love with the show, the content, and becoming really you want to be a go-to source of a certain type of information for people that creates a predictable interaction on a regular basis.
[00:31:40] Sean: You want to be the no-miss jeep show. You want to be like, “Dang, every week, man, I just learn something cool and like I just love it,” or it’s not even necessarily always about teaching. It could just also be about culture and relationship like you go just take your camera and you show the rock crawling events because you know what people love in that industry. You just want to be a go-to voice influencer, expert, or even just guide in that industry adding value, adding entertainment, speaking right into the heart, and making those connections. And again, it’s like one of those things. It’s like once you do that, you’re essentially digging a well that you can then drink from for the next 5, 10, 15 years by adding that value.
[00:32:24] Scott: Yeah. I love that. It’s like you’re digging and you’re drilling that well for years to come and it’s definitely paid off for me time and time again. I know it’s paid off for you, but it does take time and in the early days it can get discouraging. It’s like anything. It’s like a lot of people are out there trying to create an online business because they want to make money. So, how do you make money but then still keep yourself driven if you’re not making as much money as you want to or you think you should and I think that’s the hard part for a lot of people. And I just I think there are other ways that you can monetize. There are other ways you can make short cash. I’ve gone over a bunch of different ways on my podcast.
So, it’s not really, I don’t think that’s the issue here. The issue is here for me, not even an issue, but I guess my point I want to drive home for people is put in the time now to create this asset that’s eventually could then again separate you from everyone. So, when the competition comes in on Amazon, everyone’s 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 could push and drive sales whenever you want, and you could also have other ways to monetize your channel or whatever, so you have another revenue stream as well.
[00:33:38] Scott: All right. So, there you go. I’m going to cut it right there because we have a bunch more that we go over here as we continue this conversation but for today, I want you to really think about what we just discussed and start thinking, what can you do or how can you take this opportunity on YouTube and start creating some content around your brand? The first thing I would do is I would go to YouTube like Sean said and just start typing in the search engine or the search bar how to and then start talking about your brand like how to catch more bass and then let it fill it in. This way here you’re going to start getting these ideas of things that you could potentially create inside of your brand that would attract the right people and then bring them into your brand where you can educate them, and you could start building a subscriber base there. That subscriber base also can be then brought over to your own email list or over to other channels that you have and start getting people into your world or into your brand.
So, again I want to remind you, the show notes to this episode can be found at TheAmazingSeller.com/536. Also, definitely check out Sean’s masterclass. This is where he will walk you through step-by-step how to get started and then how to grow and scale it and that can be found at TheAmazingSeller.com/Video. Go there, check that out. I highly recommend that you do. Like I’ve always said, you’re building a skill set. You are building assets. Everything that we’ve learned is a skill set, everything that we put in place like a YouTube video, that’s an asset. Everything that we do online that could bring people into our brand is an asset and the things that allow us to do that are the skill sets. So, don’t forget that. You’re always wanting to expand that and learn skill set and also build assets.
[00:35:36] Scott: So again, the episode, this episode, TheAmazingSeller.com/536 definitely check out his masterclass, TheAmazingSeller.com/Video and definitely come back and listen to the continuation of this conversation in Episode 537 which will be the next one and we are going to be diving into some really creative strategies where you can get started right now and actually start testing products without actually owning the products which is pretty awesome. And you can create your own content schedule and do this over time that will start to build momentum. All right. So, definitely check out that episode. All right, guys. So, that’s it. That’s going to wrap it up. 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.
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