Sean Cannell

No.

YouTube is recommending brand new channels, but here is the painful part for you listening to this. If you get a chance on this free platform to get in front of a complete stranger, Are you going to miss that opportunity or are you going to get it? Good news is it doesn't just come once in a lifetime.

But what I've noticed is that sometimes when those channels get recommended, I'm like, that title doesn't really grip me. That thumbnail is not that great. And those are going to be the two metrics. What is included in that topic, right time, right place. So it's the topic itself. And then a good title that makes it even more interesting. Like that's an irresistible video. And so that's,

You want to get the click and those are what you're optimizing for.

I'm one of the biggest LinkedIn marketing experts. I teach like a two-day class. It's the most popular class and I can hack the algorithm and that's why people hire me. So one of the things that's happening this year is that they're prioritizing interest relevancy over engagement probability. It used to be that you would post something motivational, something inspirational.

If people shared it, you'd go viral. Now it's all about posting a specific topic, educating people, and then LinkedIn will match users based on the things they like, the interest graph. Exactly. So I actually wanted you to, can you go super deep on the interest graph? Because I feel like this is the major trend happening with all social media sites.

And that's what I, from your book, I was like, oh, he's right on the money. This is, yeah.

Yeah.

I was going to ask you, does that mean riches are in the niches now because of the interest graph? But to your point, if you've got multiple topics. It's an and game. Got it.

I know enough. Enough to be dangerous. Yeah.

Yes.

So you're more about posting as much as you can. Hopefully they all do pretty good.

why is Gary Vaynerchuk and Grant Cardone and Laila Hermosi and Noah Kagan and Alex Hermosi investing so heavily in content? Why, when they have other businesses and other things to do, I think it's because they understand that personal brand is the most valuable asset you can possibly have. Kevin O'Leary, you know, the Sharks, all of these different personal brand. And

And by building out in content, the wave of the creator economy itself, you tapping into being a creator, publishing content, basically the next three years are gonna be the best three years in the creator economy. And Mr. Beast himself, the biggest independent YouTuber, also mentioned that YouTube's algorithm is one of the most generous algorithms as we speak.

That new creators are being suggested on people's homepages and getting a shot in people's suggested feeds. That if you start a brand new channel right now and you make the right video around the right topics with the right content, you can grow from scratch right now in 2024. So I think...

why is Gary Vaynerchuk and Grant Cardone and Laila Hermosi and Noah Kagan and Alex Hermosi investing so heavily in content? Why, when they have other businesses and other things to do, I think it's because they understand that personal brand is the most valuable asset you can possibly have. Kevin O'Leary, you know, the Sharks, all of these different personal brand. And

That when you think all the platform has aged out or whatever, or, or it's just already saturated saturation is actually impossible by the dictionary definition. If it's still increasing, if the total addressable market's increasing, if consumption of content is increasing, which it is, if more users are appearing there, which they are. And if these users are more individual and unique.

And by building out in content, the wave of the creator economy itself, you tapping into being a creator, publishing content, basically the next three years are gonna be the best three years in the creator economy. And Mr. Beast himself, the biggest independent YouTuber, also mentioned that YouTube's algorithm is one of the most generous algorithms as we speak.

speaking to you finding your niche and your 1,000 true fans, it's not saturated. It's not too late. And the next three years are actually going to be double of what's happened in the last 17. So we're actually in a crazy strategic time for YouTube.

That new creators are being suggested on people's homepages and getting a shot in people's suggested feeds. That if you start a brand new channel right now and you make the right video around the right topics with the right content, you can grow from scratch right now in 2020.

And so I think that's actually data-backed good news for business owners listening to this right now for really tapping into the power and the wave that's happening.

So I think that when you think, oh, the platform has aged out or whatever, or it's just already saturated, saturation is actually impossible by the dictionary definition if it's still increasing. If the total addressable market's increasing, if consumption of content is increasing, which it is, if more users are appearing there, which they are, and if these users are more individual and unique,

Speaking to you finding your niche and your 1,000 true fans, it's not saturated. It's not too late. And the next three years are actually going to be double of what's happened in the last 17. So we're actually in a crazy strategic time for YouTube.

And so I think that's actually data-backed good news for business owners listening to this right now for really tapping into the power and the wave that's happening.

Yeah, I think number one is, why do you want to start a YouTube channel? And that answer to that might not be super obvious. It's

a general good problem or a good question to ask is what are we solving for we're solving for x do we need more revenue are we using it as lead gen are we using it um and we could get into some granular questions what is the potential of youtube for my particular business is there a good alignment there and then also how much time do i have to invest and what am i trying to achieve

Another interesting question is to say, do you have any desire to create content that you're in yourself or that, or how committed do you think you could be to creating content? Because sometimes we get ahead of ourselves. I think you get, we've seen brands. This is an interesting opportunity where you could hire talent. It happens. Moment lenses did it, um, to this day, Kensington, uh, memory.

Yeah, I think number one is why do you want to start a YouTube channel? And. That answer to that might not be super obvious. It's a general good problem or a good question to ask is what are we solving for? We're solving for X. Do we need more revenue? Are we using it as lead gen? Are we using it? And we could get into some granular questions.

has Tersha Hershberger, who is a solo influencer that also is like talent hired for the channel. So at the early stage, do you want to build your personal brand? Do you want to have your own show? Are you interested in creating content? Who are five to 10 YouTube channels that you maybe watch and inspire you? And would you like to have a YouTube channel like theirs? If you haven't

what is the potential of YouTube for my particular business? Is there a good alignment there? And then also how much time do I have to invest and what am I trying to achieve? Another interesting question is to say, do you have any desire to create content that you're in yourself or how committed do you think you could be to creating content? Because sometimes we get ahead of ourselves.

Spent some time on YouTube. I would encourage that to be a first step. Do some reconnaissance and research to see what else is out there in your niche. Because if you would say, and then, yeah, do you want to build your business leads and clients, or do you want to build your next business?

I think we've seen brands, this is an interesting opportunity, where you could hire talent. It happens. Moment Lenses did it. To this day, Kensington Memory has Tersha Hershberger, who is a solo influencer that also is like talent hired for the channel. So at the early stage, do you want to build your personal brand? Do you want to have your own show? Are you interested in creating content?

AKA maybe your personal brand, because what you've already accomplished and built, you're thinking about speaking, writing, getting your name out there, getting your intellectual property, your frameworks, your processes, your teachings captured so you can make an impact and a difference in people's lives, as well as get booked to speak in invited places.

And I could get granular on case studies and use cases for how you could use YouTube for all kinds of different niches. A friend of mine just acquired a real estate education business, and then he bought a YouTube channel, which was owned by like a, an exam YouTube channel, 35,000 subscribers. So he can start putting like these real estate exams and lead gen over to his.

Who are five to 10 YouTube channels that you maybe watch and inspire you? And would you like to have a YouTube channel like theirs? If you haven't spent some time on YouTube, I would encourage that to be a first step. Do some reconnaissance and research to see what else is out there in your niche.

Because if you would say, and then, yeah, do you want to build your business, leads and clients, or do you want to build your next business business, AKA maybe your personal brand, because what you've already accomplished and built, you're thinking about speaking, writing,

Uh, real estate education business. He won't be in videos. He can outsource these. They could be AI. They could be void. So. So I would say that YouTube is an asset no matter what we're talking about. And there's a way to do it, whether you're on camera, whether it's faceless, whether it's another talent, but these self-awareness questions are some really good foundational questions.

getting your name out there, getting your intellectual property, your frameworks, your processes, your teachings captured so you can make an impact and a difference in people's lives, as well as get booked to speak in invited places. And I could get granular on case studies and use cases for how you could use YouTube for all kinds of different niches.

And usually the people who like come to our event and watch our stuff, a lot of times say, okay, I wanna create content. I wanna create a video podcast. I wanna be a talking head on video. I maybe want to teach or do cooking. We get into the creator side, DIY or cooking, or we have auto repair shops, all kinds of business owners too that use it.

A friend of mine just acquired a real estate education business and then he bought a YouTube channel, which was owned by like an exam YouTube channel, 35,000 subscribers. So he can start putting like these real estate exams and lead Jen over to his real estate education business. He won't be in videos. He can outsource these. They could be AI. They could be voice. So...

But where a lot of times clicks best is even thinking through, do you see yourself as a personality and do you want to put yourself out there? So like the auto repair and modification shop, the owner has got a big YouTube channel, part of our podcast community. But like, he's discovered that he loves it. Now, listening to this, you're not gonna know if you could discover that yet.

So I would say that YouTube is an asset no matter what we're talking about. And there's a way to do it, whether you're on camera, whether it's faceless, whether it's another talent, but these self-awareness questions are some really good foundational questions. And usually the people who like come to our event and watch our stuff, a lot of times say, okay, I want to create content.

And I would encourage you why, you probably don't love it yet and you probably are intimidated a little and you're probably a little bit nervous to get on camera, but I would challenge you. One of the best experiments you could ever do is start before you're ready, start messy, make 50 to 100 videos. That might sound like a lot, but the reason, because it's gonna transform you.

I want to create a video podcast. I want to be a talking head on video. I maybe want to teach or do cooking. We get into the creator side, DIY or cooking, or we have auto repair shops, all kinds of business owners too that use it. But where a lot of times clicks best is even thinking through, do you see yourself as a personality and do you want to put yourself out there?

I promise you, it will improve your life. It'll just make you a better communicator. It'll help you grow. But what you might uncover is you might uncover something Like, I love this and I'm actually good at this. And it would be the wrong signal to think that day one, oh, I'm not good on this. This must not be for that. No, we're all terrible day one.

So like the auto repair and modification shop, the owner has got a big YouTube channel, part of our podcast community. But he's discovered that he loves it. Now, listening to this, you're not gonna know if you could discover that yet.

So sometimes it's like an uncovering and appealing away the layers of the onion, if you will, to kind of discover that.

And I would encourage you why, you probably don't love it yet and you probably are intimidated a little and you're probably a little bit nervous to get on camera, but I would challenge you. One of the best experiments you could ever do is start before you're ready, start messy, make 50 to 100 videos. That might sound like a lot, but the reason, because it's gonna transform you.

I promise you, it will improve your life. It'll just make you a better communicator. It'll help you grow. But what you might uncover is you might uncover Like, I love this, and I'm actually good at this. And it would be the wrong signal to think that day one, oh, I'm not good on this, this must not be for that. No, we're all terrible day one.

So sometimes it's like an uncovering and a peeling away the layers of the onion, if you will, to kind of discover that.

We do business with people we know, like, and trust, and video is the best trust accelerator. If people read something you've written, they can get to know you a little bit. If they hear your voice on audio, that's great. They can get to know you better, but if they see you, they can get to know you best. And so it's kind of like. Old school, small town rules.

You know, we, we meet someone face to face for coffee. You want to connect with your real estate agent in person, look them in the eye, firm handshake. Uh, what are you wearing? You know, every, all those details speak something about you while in video, we are able to now communicate those details.

And, you know, Google released a report years ago called, I believe the three 11, four rule, which was, or the seven 11, four rule, which was people need to consume seven hours of your content over 11 different touch points on four different platforms. Um, and depending on your ticket price of your offer. for there to be trust for them to become a lead or even more so a customer.

We do business with people we know, like, and trust and video is the best trust accelerator. If people read something you've written, they can get to know you a little bit. If they hear your voice on audio, that's great. They can get to know you better, but if they see you, they can get to know you best. And so it's kind of like. Old school, small town rules.

And so the power of video is you're giving people a chance to get to know you pre-sale, pre-sales conversation and get to know your expertise, get to know some of your values and your principles. In fact, this would kind of be like a checklist of the types of buckets of content that you'd wanna have. It's why that, yes, you wanna establish your authority.

You know, we, we meet someone face to face for coffee. You want to connect with your real estate agent in person, look them in the eye, firm handshake. What are you wearing? You know, every, all those details speak something about you. While in video, we are able to now communicate those details.

So you have videos that, oh, this person knows what they're talking about. You establish something that'll help them. Wow, this person got me results in advance. So their content helped me solve a micro problem compared to the big problem they solve. Dang, I can see they're good for it. They know what they're talking about and they've already helped me for free.

And, you know, Google released a report years ago called, I believe the three 11 four rule, which was, or the seven 11 four rule, which was people need to consume seven hours of your content, uh,

But one of the missing pieces is they also maybe hear bits and pieces of your story. this whole idea of we do business with people with shared beliefs, and we do business with people with similar values. And sometimes we just go so logical and so practical, like, okay, cool, this person can help me with Facebook ads, this person can help me with my taxes. But when you start weaving in

over 11 different touch points on four different platforms um and depending on your ticket price of your offer for there to be trust for them to become a lead or even more so a customer and so the power of video is you're giving people a chance to get to know you pre-sale pre-sales conversation And get to know your expertise, get to know some of your values and your principles.

bits and pieces of your story, they start saying, oh, wow, this person has family values. Oh, wow, this person is of a particular faith. Wow, this person is even maybe kind of leans this way or that way in their ideology. These things, you don't have to put like politics and religion in your content necessarily. However, a lot of times those are polarized people

In fact, this would kind of be like a checklist of the types of buckets of content that you'd want to have. It's why that, yes, you want to establish your authority. So you have videos that, oh, this person knows what they're talking about. You establish something that'll help them. Wow, this person got me results in advance.

to you as well as away from you, but the people polarized to you will be even better customers and will resonate with you even deeper. So over seven hours of content consumed, 11 different touch points could include a YouTube video, seeing you on Instagram, connecting you within the DMs, landing on your website and watching the explainer video.

So their content helped me solve a micro problem compared to the big problem they solve. dang, I could see they're good for it. They know what they're talking about. And they've already helped me for free. But one of the missing pieces is they also maybe hear bits and pieces of your story.

And four platforms also speaks to the power of being on LinkedIn, seeing a deeper dive training, listening to you on an audio podcast. When you start, this is the whole vision of content marketing is then all of this trust has been built and this familiarity has been built. And so for a lot of listeners, they might have a sales team or somebody eventually jumps on a sales call

This whole idea of we do business with people with shared beliefs, and we do business with people with similar values. And sometimes we just go so logical and so practical, like, okay, cool, this person can help me with Facebook ads, this person can help me with my taxes. But when you start weaving in bits and pieces of your story, they start saying, oh, wow, this person has family values.

Oh, wow, this person is of a particular faith. Wow, this person is even maybe kind of leans this way or that way in their ideology. These things, you don't have to put like politics and religion in your content necessarily. However, a lot of times those are polarized people to you as well as away from you.

You're not dealing with, if you will, cold traffic or even just slightly warm traffic at that point. You're actually maybe dealing with somebody who's like, listen, I already like really know, like, and trust you. I've seen this content. I'm just curious the details of your offer.

And so conversions increase, impact increases, sales increases, and you grow your brand wider and wider in the process.

But the people polarized to you will be even better customers and will resonate with you even deeper. So over seven hours of content consumed, 11 different touchpoints could include a YouTube video, seeing you on Instagram, connecting you within the DMs, landing on your website and watching the explainer video. And four platforms also speaks to the power of being on LinkedIn,

seeing a deeper dive training, listening to you on an audio podcast. When you start, this is the whole vision of content marketing is then all of this trust has been built and this familiarity has been built. And so for a lot of listeners, they might have a sales team or somebody eventually jumps on a sales call.

You're not dealing with, if you will, cold traffic or even just slightly warm traffic at that point. you're actually maybe dealing with somebody who's like listen i already like really know like and trust you i've seen this content i'm just curious the details of your offer and so in conversions increase impact increases sales it increases and you grow your brand wider and wider in the process

Hello. Hello. How are you? Once again, another great webinar. I've always been a fan of you. So I joined LinkedIn. My question is, and I hope this makes sense, and I'm going to try to be... as concise as possible. So I already have a product, a framework, a high ticket offer, whatever have you, that I've, you know, and I, before this webinar, have been prepping for the rollout.

And I wanted, you know, some of what I've been trying to do with some things I learned from you and I picked up from my own experience with this. You know, I definitely don't know as much as you do about branding, but one thing I do know is you always want to make your brand and experience much bigger than it might be at the current time. So let me get to the question.

So my question is, now I've seen this webinar, I'm starting to think, kind of rethink of what my original strategy was. And my original strategy was to send out this demo presentation

You know, not a webinar, like a 15, 20 minute demo presentation, which like a Google form sign up that would after they after they witness the demo presentation, like, hey, you know, if you're interested in doing business, you know, buying momentum, that's the name of my product. Please sign and then let's connect.

So my question is, do you think I should proceed with that strategy or with having a webinar about momentum? be the better way to go about it before the demo presentation? Or can I still do proceed the way I plan to and then have a webinar behind it?

So the price is... $5,995. And it's a framework. Momentum is a framework that demonstrates to organizations how to be mindful of their people's mental health and trauma for the purpose of improving communications, productivity, performance, retention, and then profit margin or funding if it's a nonprofit. And then also when it comes to technology,

What it does is, because a lot of organizations already have mental health apps and platforms, but by the data, by the numbers, and by my research, about half of employees still say that they're still suffering from mental health problems and trauma. And a lot of their bosses, so to speak, think that the environment or the culture of the organization is a lot more welcoming.

or a lot more mental health proof or trauma proof, however you want to put it, whatever the wording is. So another thing that Momentum does, that my framework does, instead of just like, you know, one size fits all, you know, either an app or a software platform, you know, it also shows like, hey, this is what the appropriate

software or platform would be for your particular organization, because what works for one organization is probably not going to work. You know, every organization is different. And I hope I answered your question.

Oh, let me, no, let me let you finish. I'm so sorry.

All right. Just in that, cause I don't want to hog the mic. I don't, I just, as a follow-up to that, I just want to give, give you a little insight to my thinking. The original reason why I thought that was good enough is because it's such a big impetus. You know, it's not like I'm, I'm offering something niche, but within a, uh, a market that like is, it's already, you know what I mean?

It's already widespread and well known. That's it. But I definitely appreciate all your advice. Thank you so much.

And then it's kind of like online marketing best practices. I think the naming of whatever you're giving away free, the desire of what you're giving away free, alignment on the entire thing and congruency. Congruency is that when they land on the page, they're on the right page. People have horrible landing pages, navigation above. It doesn't even seem like it's them. There's not authority there.

It doesn't load. It's like malware notification. I mean, it's kind of stressful. Someone's like, man, there's so many things. You just want to remove friction. Sometimes the biggest mistake is like you're making a video that have people thinking one way and giving a call to action that's not related. Think about what video would attract the ideal person for your opt-in.

What opt-in would attract the ideal person for your offer? And those things are broken all the time in people's businesses.

Like someone opts in, but they're not the right psychology, psychographics, demographics, because it was a cool free thing, but did it really align? And then the YouTube videos, if you were talking about how to hire team members in a video, and then you were like, and by the way, if you want to download my 21 tax savings guide,

Like not horrible because maybe some people are like, that does sound interesting. The reason they're there, the better guide would be a freebie that's like, you know, and if you want to get my scripts, my job interview scripts for how to really filter out the wrong candidates and lock in the right candidates, just go to thinkfilter, thinkhiringscripts.com or click the link in the description.

So that would be my biggest thing is like, I think the strategy of the content that attracts the right people, then the opt-in that ties together, congruency in the whole thing. And then again, a good sales process and funnels, you know, you probably have endless episodes in your own library of some good stuff on making great funnels. But what's powerful about that is it is a psychology.

Everybody listening to this needs to know. thinking about their whole, you could call it sales journey, the whole customer journey, thinking about the entire thing start to finish. And that is a never ending process of tweaking. All of us could improve it. Ours is probably a six out of 10. And we've done pretty well. Like there's so many, you know, things that small tweaks lead to giant peaks.

And so just being willing to be like, can I change my opt-in in the future? Can I change my offer page? As I'm in just my offer page, the checkout page and the thank you page and, and then follow up. And what do I want to do next? And is that all aligned?

And usually when, when things are not working, it's just because a piece is broken and there's some kind of like cognitive dissonance that happens or something. Sometimes from YouTube to your landing page, it's, it's not quite what it looked like. And, and you know, all these little details like that.

And then it's kind of like online.