Latest / The Hannah Hammond Show / Celebrity Youtuber Reveals His Viral Content Blueprint - Evan Carmichael

Transcript

Celebrity Youtuber Reveals His Viral Content Blueprint - Evan Carmichael · The Hannah Hammond Show

• 0:00
  If you give any piece of advice to your younger self, what would
• 0:02
  it be? Believe, believe 1 So I think
• 0:07
  the biggest problem in the world is just, I could believe it's
• 0:10
  not possible. She would say it's not possible.
• 0:11
  Like there's no way. There's no world that I could do
• 0:14
  that. Can I imagine what you can do in
• 0:16
  another eight years? Like if we're already an
• 0:19
  impossibility to our younger selves, imagine what else we can
• 0:22
  do in this world. They can live in the world of
• 0:25
  possibilities instead of the world that is wake up every day
• 0:29
  trying to solve it. Oh, I'm so excited.
• 0:33
  Really. Yep.
• 0:33
  Good. Welcome to the show, Evan
• 0:35
  Carmichael. 3/3 times third time's a charm.
• 0:37
  Yeah, I know. We've been trying to schedule
• 0:39
  this for three. Months.
• 0:40
  The plane just keeps getting delayed.
• 0:42
  Yeah, here we are. But today it was meant to be.
• 0:43
  The Hannah Hammond Show. Yes.
• 0:45
  Let's go. I love it.
• 0:46
  Look at that. We're here.
• 0:48
  We're here this you're so funny. So Evan, for those of you who
• 0:52
  don't know Evan, which you probably do because he has like
• 0:54
  over 7 million followers across all his social media platforms,
• 0:58
  something like that. Where you at?
• 1:00
  That's an interesting question. Yeah, that's about right.
• 1:03
  That's insane. So and but you're like, your
• 1:07
  expertise is YouTube really how to go viral on YouTube, build a
• 1:10
  following on YouTube, monetize YouTube.
• 1:13
  And you're also an author, a speaker, you're Canadian, so
• 1:17
  there's that. Is that a good thing or what?
• 1:19
  What? What's with the what's?
• 1:21
  What's there's that? What does that mean?
• 1:23
  No, no, that's a good thing. Canadians are.
• 1:25
  You're so nice. You're so.
• 1:27
  Nice, so kind. You are kind of an ass though.
• 1:30
  I'm an ass. Sometimes.
• 1:31
  Well, what a start to this episode.
• 1:32
  That's is that my intro? 70 million subscribers, Canadian
• 1:35
  and an ass. Wow, OK, yeah, I just, I love it
• 1:38
  because you're just, you're so matter of fact about being on
• 1:43
  point with your brand. And like you told me, if you're
• 1:46
  going to build a billion dollar brand or $100 million brand or
• 1:49
  whatever your goal is, you have to treat it as such.
• 1:51
  And you need to be actually looking at analytics and
• 1:55
  actually having a strategy. And so I'm really excited to
• 1:57
  dive in today. And I actually, you know,
• 2:00
  luckily I get to be friends with you because I'm in 100K group,
• 2:04
  Joe Follis's group. But I didn't know that you had
• 2:08
  built and sold a biotech company by the time you were 19 years
• 2:11
  old. Started when I was 19, sold at
• 2:13
  22. Yeah, that was my first, first
• 2:15
  real business. I had a bunch of little things
• 2:18
  happening before then, entrepreneurial tendencies, but
• 2:20
  that was my first business. That's crazy.
• 2:23
  What does that even mean? What?
• 2:24
  What did you do? How did you do that?
• 2:26
  How did I? How did I build it?
• 2:28
  Yeah, a biotech company. Well, OK, so I'm, I'm my
• 2:32
  background is not, is not biotech, but there are two
• 2:36
  founders in university and I connected with them and I became
• 2:41
  CEO whatever in a three person company like it doesn't matter,
• 2:44
  right? Yeah.
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  And I was given 30% of the company equity and 500 bucks a
• 2:50
  month and that's how we started. Wow.
• 2:52
  And all of my, you know, quitting on my partner, coming
• 2:57
  back the next day, all of the failures, all of the struggles,
• 3:00
  that's really like, I think your purpose comes to your pain.
• 3:02
  I think whatever you struggle with is the thing you want to
• 3:04
  help people through. Because I struggled so much in
• 3:06
  that business, I wanted to help other entrepreneurs not struggle
• 3:10
  as much as I did. And so that ended up leading to
• 3:13
  the website and YouTube channel being on the Hannah Hammond
• 3:16
  Show, all all the great things that put on the bio.
• 3:19
  That was my next question is what led you from biotech to
• 3:22
  being a thought leader on YouTube?
• 3:25
  When we sold the company, I didn't want to sell, but when we
• 3:29
  sold the company, I got asked to speak and represent Canada at a
• 3:34
  bunch of these events. So I guess I was featured
• 3:37
  somewhere and I don't even remember how it happened, but I,
• 3:40
  I was, there's a conference called APEC, Asia Pacific
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  Economic something community, I don't know, cooperation.
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  And every country sends delegations out every year to it
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  and they always bring a couple of young people from each
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  country. And so I went to represent young
• 3:58
  entrepreneurs in Canada. And so I spoke in Mexico City.
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  It was my first time doing any kind of speaking engagement.
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  I wasn't very good, super nervous, spoke really quickly,
• 4:09
  you know, all, all the all the things.
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  And then somebody saw me there and she ran a delegation in
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  Brunei where they were trying to get Brunei not so dependent on
• 4:20
  oil and wanted to encourage entrepreneurship.
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  So can you speak at our event in a couple months in Brunei?
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  Like, OK, cool, yeah, I'll go speak there.
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  I'm just one thing led to another and I thought, huh, like
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  maybe I should do something back home in North America as opposed
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  to just flying over to other places.
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  And then that led to me doing events in my hometown of
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  Toronto. Then let's say YouTube that then
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  let's I don't know all the things.
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  One thing led to another. It wasn't planned.
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  Just the next thing, you know, when I sold my business, I
• 4:49
  didn't know what I wanted to do. I said yes to a whole bunch of
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  things. It's like you sell your
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  business, you wake up, you don't know what to do tomorrow.
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  Because I had I had my life structured and then it's gone.
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  You know, like if you got a real estate, got a podcast, you know,
• 5:01
  like, oh, what do I do tomorrow? Oh, I don't know.
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  You're looking for things to do. So the venture capital, I went
• 5:07
  to venture capital because we never had to raise money, but I
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  was always curious about it. So we sold our business before
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  we had to raise. That was our next step is like
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  do we raise capital or do we sell?
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  And so we sold, but I was curious about it.
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  So OK, here's a fun thing to try.
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  Why not? And I connected with a group in
• 5:25
  Toronto that the principles were all in their 60s or 70s and it
• 5:31
  was kind of their retirement job.
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  And they took me under their wing and taught me a lot about
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  how they see business. I thought up to that point, I
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  only knew my one software company, didn't know anything
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  else. But in when you're in the VC
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  world, every day you're seeing all sorts of different
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  companies. And they did a lot of advisory
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  work as well. And so I got to see how they
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  thought and saw so many different businesses that like,
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  oh, that's really cool. Which then with my website and
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  then YouTube channel and again, now we're here.
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  So how long were you in the venture capital space?
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  Year and a half we help and raise like half a million to
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  15,000,000 for growth companies. You're just AGPI was in charge
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  of basically bringing in new deals.
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  So these guys had the street wired and the Canadian VC market
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  is not as, it's not as aggressive as the US.
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  And so a lot of times they'd look for partners.
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  So they would bring a deal and then we'd go to an American
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  partner and like, hey, if we leave this, would you also fund
• 6:27
  part of it? And so they had the street
• 6:30
  connections, but they didn't have the entrepreneur
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  connections as much because they weren't hustling because it's
• 6:34
  their retirement job. They're, you know, sitting at
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  their offices and just, you know, doing their kind of
• 6:39
  networking so that I'm, I'm willing to hustle and grind and
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  meet entrepreneurs and like, I love doing that.
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  And so I started connecting with entrepreneurs who were growing
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  in the city and then made the introductions to the VC firm to
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  say, hey, you know, if you need capital, here's an opportunity.
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  So I brought deals in. I was a rainmaker to bring in
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  deals and they taught me what happens after, you know,
• 7:02
  somebody comes in for a pitch. OK.
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  And then what was your initial purpose or intention with the
• 7:07
  YouTube channel? Like what was that spark of I'm
• 7:09
  going to start a YouTube channel and what was your goal with it?
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  Purpose comes to your pain just to make it easy for other
• 7:14
  people. It's like I struggled so much
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  and the thing that saved me was modeling success, like finding
• 7:20
  successful entrepreneurs who had done it and take one thing in
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  their story to make my business better.
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  I thought, hi, if I can share some of what I learned and some
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  of the stories that I that I learned from then hopefully can
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  help a few people like YouTube when I start, I opened my
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  account in 2008. It wasn't it wasn't a thing to
• 7:39
  be YouTube famous. Nobody's doing long form YouTube
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  content. Nobody had a million
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  subscribers. It was an educational platform.
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  If you made a 10 minute video, it was like, that's crazy.
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  Nobody's going to watch a 10 minute video.
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  It's just a completely different animal than what it is now.
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  But I just wanted to want to help And like, I like video.
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  I like visual more than anything else.
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  Like the fact that I can that I can see you is easier than if
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  this was just audio only. I have to be like this trying to
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  listen to you. And so YouTube was and still
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  really is the only long form like YouTube video place, but it
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  was the only video place period back then.
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  And so I just started making content.
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  It wasn't very good. I was super nervous.
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  I just kept going. Yeah.
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  Because you're an introvert, right?
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  Yeah, people don't believe that and doesn't come across when I'm
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  doing things like this. But it was 350 videos until I
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  wasn't completely embarrassed by my content.
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  Like I couldn't watch it and the only thing I had going for me
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  was I just kept going, you know? So if you look back on your
• 8:42
  videos, you should be embarrassed by them.
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  It should be. It should be bad.
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  My first video is still up. You can go watch my first video.
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  My first video, I was so scared to do it that I had a friend of
• 8:52
  mine come in who had a video production company and he filmed
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  me doing it and we took a whole day to film what was, I don't
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  know how many lines. I said I was trying to memorize
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  the lines. I'm sitting there in a suit.
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  If you want to laugh, you can see me in my blue suit and in
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  perfect plant placement behind and like the setup and design
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  and I'm just trying to memorize the lines.
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  And then most of the video is is B roll with me doing audio on
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  top of it. But for me to memorize those
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  like 15 lines or whatever I had took the whole day to film and
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  still is not very good. So I went through all the same
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  struggles that everybody goes maybe, maybe, maybe worse
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  because I'm introverted and there were no real models to
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  look up to to say like here's how it's done.
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  But I just kept going. So was your initial.
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  And for those of you who are listening and not watching Evans
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  wearing a black sweatshirt with his gold?
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  Wow. The hesitation on the gold is
• 9:47
  rough. Well, it's debatable, but it's
• 9:50
  more of like a mustard. But anyway.
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  How do I flip this table over, you know?
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  What did? You call me?
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  What did you call me a Canadian? But then what?
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  There's something else afterwards.
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  It wasn't very nice. Well, you're the no.
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  You're amazing. I love you.
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  You're one of my favorite. I was telling Eddie before we
• 10:06
  got here, you're one of my favorite people in the whole
• 10:07
  world. Wow.
• 10:08
  OK. You are.
• 10:09
  You just, like always make me happy.
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  And you you're so smart and you're so willing to help and
• 10:13
  you want other people to win. And it's hard to find that.
• 10:16
  Oh good. Well, that's.
• 10:17
  True, but anyway I don't. Know what the smart thing?
• 10:19
  But I do want people to win. Yeah, and you're, you're, you're
• 10:22
  known for hashtag believe. And it's like believe in
• 10:24
  yourself and believe in reaching your highest potential.
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  And then you wear the same outfit every single day.
• 10:29
  Almost. With your black sweater, your
• 10:33
  gold shoes and sometimes Joe's socks that say what's in it for
• 10:37
  them. Yeah.
• 10:39
  But anyway, yeah. So that's when you started the
• 10:44
  YouTube channel, were you having an intention to monetize it
• 10:46
  right away or how did you decide?
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  Like for people who are looking to to grow their YouTube channel
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  or even start their YouTube channel channel, how do they
• 10:54
  approach what the best strategy is?
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  Is it entertainment? Is it how to, is it educate like
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  what? What's my other thing interview
• 11:03
  style like how do you know what that best strategy is and how do
• 11:07
  you align that with your goals to monetize it?
• 11:09
  Got it. OK, great.
• 11:10
  So how I did it was not how I would do it.
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  Now YouTube is a very different game when I'm helping
• 11:14
  entrepreneurs figure with YouTube strategy, it's well,
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  First off, are we an entrepreneur?
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  Like what do we sell? So are we, are we trying to be
• 11:21
  an influencer and be famous or we have an, we're, we have a
• 11:24
  business that we're trying to build our brand around and
• 11:27
  generate leads for our company. We're an entrepreneur, yeah, I'm
• 11:30
  not talking necessarily Mr. Rubiast type style where it's
• 11:35
  more just pure entertainment. But if somebody is an
• 11:37
  entrepreneur, they want to build their business, but they also
• 11:39
  want to build their personal brands so they can be top of
• 11:41
  funnel into the variety of businesses that they may own.
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  What's the best strategy of like, for instance, me, I'm
• 11:47
  doing this podcast, but it takes a lot of time, money, energy and
• 11:50
  attention. And then I also want to do, you
• 11:54
  know, I'm not doing the how to videos.
• 11:55
  And then people like, well, we want to see more of you.
• 11:57
  Like we want to learn how to do private lending and we want to
• 11:59
  learn how to do real estate. And, and then other people are
• 12:02
  like, Oh no, you need to do entertaining videos if you want
• 12:04
  to build a personal brand because that's the most
• 12:06
  important thing. So how do you figure that out?
• 12:09
  What's your goal? Build a big personal brand.
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  Be top of funnel. For what the brand does what?
• 12:15
  The brand brings leads in for my lending company to raise capital
• 12:20
  to originate loans and to sell real estate deals.
• 12:23
  OK. So, so you want leads for the
• 12:25
  lending company? Well, like what's the most
• 12:26
  important? That's the most important.
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  Thing, yes. Leads for the lending company
• 12:30
  and then those are investors or those are deals both OK, what's?
• 12:34
  Capital raising and borrowers. What's the bigger?
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  What's the constraint? But the bigger picture is also
• 12:40
  building a personal brand that's in line with helping people
• 12:42
  reach their highest potential. Because of course I'm going to
• 12:45
  have, I'm an entrepreneur. I'm going to have, I have, I
• 12:46
  have and will continue to have multiple companies.
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  So it's not just I don't want to be the queen of hard money
• 12:52
  because it's it's a bigger vision than that.
• 12:53
  Sure. Yeah, the vision can be to win a
• 12:55
  Nobel Peace Prize. Yeah.
• 12:57
  Great. There's steps.
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  That's the thing. It's like entrepreneurs have
• 13:01
  these huge ambitions and dreams and goals and you want to change
• 13:04
  the world. I love it and there's a sequence
• 13:06
  to doing it because to do that big thing you need tons of money
• 13:10
  and team and time for people to get to know you and like you
• 13:14
  can't do it by yourself. You need you need killers on
• 13:17
  your team to help you build and grow right me the 65 people on
• 13:21
  my team, I can do a lot more than ragtag here and there part
• 13:24
  time trying to figure this out we'll have this other business
• 13:26
  right like it depending on where people are at.
• 13:28
  We most people that I help want to go and build a giant brand
• 13:32
  and the path to doing that is figuring out what's the
• 13:34
  constraint in your business to make money so that you can then
• 13:38
  scale the business, which then allows you to hire team to let
• 13:40
  you scale the brand to go change the world.
• 13:42
  So I love the mission and let's think bigger.
• 13:46
  And to do that, we need team to help us accomplish that.
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  And to do that we need money to be able to pay team to go off
• 13:51
  and build everything else. So it's just, it's not, it's
• 13:54
  not, no, it's not. So it's like I, I don't want to
• 13:57
  be known as just this. You won't.
• 13:59
  And it's great like going through this because the people
• 14:01
  watching think the the same thing.
• 14:03
  It's just not right now. It's like the sequence.
• 14:06
  So it's like the dream is possible.
• 14:08
  It's actually faster to go this path than to try to do
• 14:11
  everything all at once and end up doing nothing.
• 14:14
  So it's usually when I'm talking to entrepreneur, if they have a
• 14:16
  business, usually the path is how do we use content to help
• 14:19
  you grow your business so you can afford to hire team to scale
• 14:22
  the brand, which then brings in all sorts of new business at A
• 14:26
  at a higher scale. Because if you're just going
• 14:29
  brand, if you don't know what you're doing, it's going to take
• 14:31
  you 10 years to do it. Just consistency.
• 14:33
  If you get help and team and people to help you, it's going
• 14:36
  to take three to five years, but that's still three to five years
• 14:39
  and that's investment. I remember helping one guy, big
• 14:44
  name that you know, everybody would recognize, and then went
• 14:46
  to his studio and I'm walking in.
• 14:49
  It's like, Oh my God. Like he built the studio in his
• 14:51
  office, right? He's got million subscribers
• 14:53
  now. And he said, yeah, I spent
• 14:54
  $1,000,000 on this studio. Are you kidding me?
• 14:57
  And I, I came from like I did everything brick by brick one at
• 15:00
  a time, part time, like me, everything, and then a part time
• 15:04
  editor and, and slowly built it up where he's just, yeah, just,
• 15:07
  I'm going to drop $1,000,000 on this and build my studio and
• 15:10
  then not including his full Time Team to help him.
• 15:12
  It's like, OK, well, listen, if you had, I had to change how I
• 15:15
  thought about it because, hey, if you actually have a $5
• 15:17
  million budget, you can get there in a year.
• 15:20
  But most people don't have that. And so even with help, it's
• 15:24
  going to take you 3. And without help and guidance,
• 15:26
  it's going to take you 10. And so most people who are
• 15:29
  entrepreneurs don't want to just keep dumping money.
• 15:32
  It's something that's not working.
• 15:33
  So we have to find a way for you to make money doing it because
• 15:35
  if it was making you money, you do it a lot more often, which
• 15:39
  then allows you to build the machine that will help you
• 15:41
  change the world. So typically there's three types
• 15:43
  of shows that that will guide people through and you can
• 15:47
  interrupt me wherever. So it's not just me talking for
• 15:49
  40 minutes or whatever. But the first is the biz dev
• 15:53
  show. The second is demonstrate the
• 15:55
  process, and the third is thought leadership and the biz
• 15:57
  dev show. The goal is to is to get
• 15:59
  business. So you have a business great.
• 16:02
  How do you build your how do you get great investors to come on?
• 16:06
  It's referrals, right? Like have you built your
• 16:08
  business kick ass in real estate?
• 16:11
  Have it's been referrals. People know you, like you, trust
• 16:14
  you, and then they send you deals, right?
• 16:16
  You keep building your reputation, then you're going to
• 16:17
  keep getting more deals. That doesn't scale like super
• 16:20
  hard and it's, it's it, it takes a while to start building that
• 16:24
  up. So what's the fastest way to do
• 16:26
  it? You do a show, you interview
• 16:28
  people. So if, if the biggest
• 16:30
  constraints, what's the biggest constraint?
• 16:32
  The biggest constraint, if it's I need more investors, cool,
• 16:35
  interview them because they don't want to go to lunch with
• 16:37
  you. They don't want to go to coffee
• 16:39
  with you. They might.
• 16:40
  It's just hard to build that up. But they'll come on a show,
• 16:43
  right? It's a nice set up.
• 16:44
  You're going to ask great questions.
• 16:45
  You're going to take them around the tour, whatever.
• 16:48
  You end up spending an hour with them, like.
• 16:50
  And So what do you do besides the show?
• 16:51
  Like, Oh, I have this biz. Oh, cool, let me know.
• 16:53
  Like now you've you're leading with a give, which is the show
• 16:57
  as opposed to, Hey, I'd love to pick your brain on my
• 17:01
  investment, right. It's like they don't want to do
• 17:03
  that. And so they're not in, they're
• 17:04
  in, they're in very high demand in, in the business world, but
• 17:08
  they're not in high demand in the media world.
• 17:12
  So these people would be impossible to get a lunch with,
• 17:15
  but they'll come on your show cause nobody's asking them to
• 17:17
  come on the show. So the whole point of doing the
• 17:19
  biz Dev show is to, is to host a podcast that won't get millions
• 17:21
  of views, but you're, you're building a relationship with the
• 17:24
  people who could invest millions of dollars into whatever The
• 17:26
  thing is that you're trying to do.
• 17:27
  Whether it's hard landing, whatever else doesn't matter.
• 17:31
  So for everybody who has a business, we have people come up
• 17:34
  with a, we call it a money 50 list.
• 17:36
  So who are the 50 people that if they knew you'd like to trusted
• 17:38
  you would each be worth 6 or 7 figures per year to your
• 17:41
  business? Doesn't mean they will send you
• 17:43
  a business, but they have the capacity, the, the ability to
• 17:46
  send you 6 or 7 figures in business every year to your
• 17:49
  company. Who are those people?
• 17:50
  Great. What's the fastest way to
• 17:52
  connect with them? Invite them on a show.
• 17:54
  Then you start making more business so you can go even with
• 17:56
  the brand new channel because they're not in demand.
• 17:58
  If you needed to get the Rock on your show, he's probably not
• 18:00
  coming on but some investor who nobody's ever interviewed.
• 18:05
  Oh, you want to hear my story? They're much more likely to to
• 18:08
  get a yes. And now you have the
• 18:09
  relationship. So that's show #1 there's lots
• 18:12
  of strategies around that we can dive into if you care, and if
• 18:14
  you don't, cool. The second is demonstrate the
• 18:17
  process. So whatever it is that you do,
• 18:19
  show me the process of you doing it.
• 18:21
  And that's great. So the first show, Biz Dev is
• 18:23
  great for for revenue generation.
• 18:25
  The second show is great for conversion and ascension.
• 18:29
  So people who are in our system already, people who are leads,
• 18:33
  show me the process of what you do.
• 18:36
  And it converts them to buy and it converts buyers to ascend to
• 18:39
  whatever higher package we have. So if you're a coach, for
• 18:43
  example, right, great. You sell coaching, you sell
• 18:46
  groups, you sell programs. If you're going to make a
• 18:48
  thought leadership video where you stand in front of a
• 18:50
  whiteboard and show me the eight ways to be more confident or
• 18:53
  whatever, cool. But it doesn't mean that you can
• 18:55
  coach me on how to do it with the best content to make is show
• 18:59
  me you coaching. Like that's the actual process.
• 19:02
  Be a coach, be a magician. Like if a, if a magician were to
• 19:05
  get up on stage and just talk about magic, it doesn't, it's
• 19:08
  not great, but show me magic. And for, for every entrepreneur,
• 19:13
  like there's a magic to what we do, you just may not notice it
• 19:17
  because it's just your default. But if you're a coach, your
• 19:19
  ability to get a, a result with somebody and to have them shift,
• 19:23
  that's magic. So show me the process of you
• 19:25
  doing it. And that content helps us
• 19:29
  attract some new clients, but also for our, for our people who
• 19:32
  are in our system, sending that, sending them a video of you
• 19:35
  actually coaching people like, Oh, I, I want that result.
• 19:38
  I don't care if you can present or I don't care if you can write
• 19:40
  a book. I want to see you actually
• 19:42
  helping people and it's usually the easiest content to make
• 19:45
  instead of just getting in front of a camera, asking a coach in
• 19:47
  front of the camera and be a great thought leader.
• 19:49
  It's a it's a different skill set versus just coaching people.
• 19:52
  So what's the coaching element that that you could bring into
• 19:55
  your business that you or anybody can bring into their
• 19:58
  business that is magic to other people.
• 20:00
  And so we just film it. And so that's great for
• 20:03
  conversions and also ascension into whatever our highest
• 20:06
  program is. And the third is thought
• 20:08
  leadership. And that's where you're actually
• 20:09
  making content that could be a podcast, that could be a solo
• 20:13
  direct to camera videos. Normally what we'll do is try to
• 20:16
  make it around things that can still try to generate revenue
• 20:19
  quickly. So if you look at what are the
• 20:22
  20 to 40 questions you get asked in your business constantly,
• 20:25
  cool, make a video on that. So if you're asked about hard
• 20:29
  lending or whatever, at this point, you know you may not be
• 20:33
  answering all the calls. So you have a salesperson who's
• 20:34
  going to answer some of the calls.
• 20:35
  So what are the the 20 questions that they're asking on repeat or
• 20:39
  they're getting asked on repeat? And even if they say the same
• 20:42
  thing as you, which is hits different coming from you.
• 20:44
  So whatever the objection is that they're being faced with,
• 20:47
  they'll deal with it. But then on the after call can
• 20:50
  say, hey, here's a video from our founder, Hannah of her
• 20:53
  talking about this specific problem that you mentioned on
• 20:55
  our call. And so they get to see you
• 20:57
  saying even if it's the exact same thing, but it's you, you're
• 21:01
  the founder. And so it helps convert.
• 21:04
  So it's still thought leadership content, but helps convert
• 21:06
  people to work with you. So example one of our, we've a
• 21:11
  program called Movement Makers, One of our, one of our students
• 21:14
  is a lawyer. He made a video how to get ready
• 21:16
  for a deposition. And it's the best video on his
• 21:18
  channel helping people get ready for a deposition.
• 21:21
  It does well for people just finding him on YouTube, but he
• 21:24
  also sends it to all of his clients before they have to go
• 21:26
  get ready for a deposition. So it's leverage.
• 21:29
  We're using it inside our business, not just something on
• 21:33
  YouTube, right? And then you can do thought
• 21:35
  leadership content and personal development and everything else.
• 21:38
  It's just the hardest because it's the, it's one, if you're
• 21:41
  going pure thought leadership, personal development, you're up
• 21:44
  against people who've been doing it for years.
• 21:46
  So like it's you versus Tony Robbins and Mel Robbins and like
• 21:49
  all of these people. So it's harder to stand out.
• 21:51
  And so you're not as good yet. And so you, you have to get good
• 21:55
  if you want to win in that game. And two, there's no, there's no
• 21:59
  revenue model attached to it yet.
• 22:01
  And so it's, it's hard to commit to versus if you can see.
• 22:04
  And I, that was all we did at the beginning is like help
• 22:06
  people do that. But it just took so long for
• 22:09
  them to actually get good and see a, a, a business model
• 22:12
  attached to it. It's like, OK, we need to find
• 22:14
  ways for them to make money while they're doing this and
• 22:17
  building a brand at the same time.
• 22:19
  Yeah. So anyway, I talked for a bunch.
• 22:21
  Those are the. Three shows, that's what you're
• 22:23
  here for. So, so you recommend doing all
• 22:26
  three of those strategies at the same time or just one?
• 22:29
  No, Well, it's like I want to solve whatever the biggest
• 22:32
  constraint in your business is and use content to help you do
• 22:34
  that. So you've said, OK, I want to, I
• 22:36
  want to change the world. I want to win a Nobel Peace
• 22:38
  Prize. I want to help people be
• 22:39
  unstoppable. Awesome.
• 22:41
  Cool. What's the biggest constraint in
• 22:43
  your business right now? What's the smallest thing that
• 22:45
  like if, if you could like what's our fastest way to
• 22:48
  generate an extra $1,000,000 in your company?
• 22:51
  And if you said I need more investors, OK, cool, let's use
• 22:53
  content to help you get more investors.
• 22:55
  And I would spend the next six months helping raise whatever
• 22:58
  you need. Are you trying to raise $10
• 22:59
  million for your fund or I don't know how much you're trying to
• 23:01
  raise. Cool, a billion, a billion.
• 23:05
  Well, what's the next step though like?
• 23:07
  A million. Oh, oh, sorry, I heard a.
• 23:08
  Billion. No, a billion.
• 23:09
  But the next step is the first you know, is another million or
• 23:12
  whatever. Yeah, great.
• 23:14
  Right. So a billion is awesome.
• 23:18
  Let's get there. Cool.
• 23:19
  What's the what's the step in front of us?
• 23:21
  If it's a million, cool. I mean, the million is one
• 23:24
  person. Yeah, that's the thing.
• 23:25
  Is just the next person the next person?
• 23:27
  The next? Person.
• 23:27
  Yeah, like you don't want to be taking $10,000 checks from tons
• 23:31
  of people. It's like, who's the person who
• 23:32
  can drop half a million or 1,000,000 or 2 million into this
• 23:35
  thing? Because for them, they're just
• 23:37
  betting on you. Yeah, great.
• 23:39
  So they need to know you. So what's the best way for them
• 23:42
  to know you? Do a show and interview them and
• 23:44
  talk about real estate. OK.
• 23:45
  And then when you create your show, how do you know if your
• 23:49
  strategy is working or not? Like how do you know what are
• 23:52
  the most important analytics that you're looking at?
• 23:53
  Are you looking at views? Are you looking at subscriber
• 23:55
  growth? Are you going after a certain
• 24:00
  conversion amount? Like how do you know when to
• 24:03
  pivot and when things are working versus when things are
• 24:05
  not working? What?
• 24:06
  Are we trying to accomplish? Well, right now since speaking
• 24:10
  for me personally, I'm just trying to, to grow.
• 24:13
  I'm not running ads at this moment, but I'm about to start
• 24:15
  running them. So it's hard to be like, OK,
• 24:17
  what is healthy growth for a YouTube channel?
• 24:20
  You know, how do you know if things are actually growing on a
• 24:22
  good pace? Like for you, was there an
• 24:24
  inflection point where you just took off after years?
• 24:27
  Our, our, our friend Eddie Pinero said it took him like 7
• 24:29
  years of pretty steady, slower growth before he actually hockey
• 24:33
  sticked and took off. Was that similar for you?
• 24:35
  And how do you know if you're growing on the right pace or if
• 24:37
  you need to make a change? Yeah, I mean, the way you're
• 24:40
  going at it is basically the hardest way to do it, which,
• 24:44
  cool, whatever. I mean, that's I, I try not to
• 24:47
  prescribe like the hardest thing, you know, there's easier
• 24:50
  ways, but whatever. It's like I always try to help
• 24:53
  the person to find me accomplish the thing that they want to do,
• 24:56
  right. And so that's why I always try
• 24:57
  to tie the business first. We said, no, I'm going to do my
• 24:59
  business in a different way. All I care about is YouTube
• 25:02
  growth and I want to win in the podcast game.
• 25:05
  And there's, you know, Mel and Lex and Joe Rogan, everybody
• 25:08
  else. And I'm going to, I'm going to
• 25:09
  do it my way. And I want to, I want to win in
• 25:11
  the hardest game there is. OK, cool, let's go.
• 25:15
  It's it comes down to getting good.
• 25:18
  So if you look at my YouTube channel, I post this on my
• 25:22
  website. If you go to the, if you go to
• 25:23
  evancomical.com and Scroll down a little bit, you'll see my year
• 25:26
  over year growth. Every year in five years in I
• 25:30
  have 2000 subscribers or something.
• 25:33
  Wow. That's amazing.
• 25:34
  Yeah. It's like, it's like you.
• 25:36
  How many do you have? How many subscribers do you have
• 25:37
  on your? Channel I just started.
• 25:39
  I have like just under 1000. Per, I mean, it took me.
• 25:42
  So we're doing, we're doing you're coming to my mastermind
• 25:46
  that we're doing here on the weekend.
• 25:47
  And we have one member Markham and Jody.
• 25:50
  They have a channel about retirement that they started and
• 25:53
  four years later they have 70,000 subscribers.
• 25:56
  And it compared to my Channel 4 years in I had a couple 100
• 25:59
  that's. Crazy.
• 26:00
  Right. So like my past isn't
• 26:03
  necessarily the you know, I was slow.
• 26:04
  I didn't, I, I didn't do most of the things that I should have
• 26:07
  done to try to get better. But inflection point, you can
• 26:12
  look at the numbers. You can see, I don't know where
• 26:14
  was it that I, that I took off? Is it when I hit 5 figures or 6
• 26:18
  figures or a million? Yeah.
• 26:20
  But in, in 2014, I did two things.
• 26:24
  That was my that was that was, I guess six years in, I married
• 26:28
  Nina, my wife and I got help. I got my agent Steve and Steve,
• 26:34
  it's the same agent that worked with Mel Robbins and Grant
• 26:36
  Cardone and other people and the combination of of Steve giving
• 26:40
  me advice and help that was at 85% fit.
• 26:45
  It's like somebody gives you a hat and just like quite fit, you
• 26:47
  got to make adjustments. But it was still way better than
• 26:50
  than having no hat. So the company for his push and
• 26:54
  my wife's support really made a huge difference for me to start
• 26:58
  taking off. So the answer is I got help and
• 27:01
  then I started getting better. But it doesn't have to take you
• 27:04
  six years or whatever. Yeah, like it.
• 27:06
  It'll just come down to how good are you at the thing?
• 27:10
  And it's hard for someone like you're great for how little
• 27:14
  you've done, right. It's like, I don't know how many
• 27:16
  episodes you are deep on on your show, but you haven't done 1000
• 27:20
  episodes. Like 23 or something.
• 27:22
  Yeah, go watch video #23 on my channel, it's terrible.
• 27:26
  It's for sure terrible, for sure terrible.
• 27:29
  So you're already way ahead of of most people on their curve.
• 27:32
  But it's like in the comparison to whoever you think is the
• 27:35
  greatest podcaster Rich Roll or Lex Friedman or whoever, it's
• 27:40
  like the case nowhere close and fair.
• 27:42
  You mean they've been at it for how long?
• 27:44
  And you're getting started on the journey, right?
• 27:47
  And so it's like the willingness to to learn to close the gap
• 27:51
  between them. And that's in the guess you pick
• 27:54
  and the questions you ask and more Hannah showing up each and
• 27:58
  every time already this like 20% is better than whatever the
• 28:02
  first one was, right? I don't know who the first one.
• 28:05
  Is Robert Kiyosaki. OK, great.
• 28:06
  Yeah, well, Robert, he's great. He's a great interview.
• 28:09
  Like he can interview himself. But whoever like the second
• 28:11
  person is or the third person, right, like every you're you're
• 28:14
  probably iterating and growing so much already.
• 28:17
  If you look at if you look back on episode 19 and say, Oh my
• 28:20
  God, I suck, you know, But then if you look back on three, it's
• 28:23
  like, Oh my God, I really suck back then and just I'm much
• 28:26
  better. So what metrics are you paying
• 28:29
  attention to? It's sure.
• 28:31
  I mean, of course, if your goal is growth and views and
• 28:34
  subscribers is the thing that you're going to be after as you
• 28:37
  didn't know, if you're thinking about you being monetized,
• 28:39
  you're going to run ads. Those are different strategies.
• 28:42
  But of course the views and subscribers, it's like that's
• 28:46
  the end result. But what's the work that goes
• 28:48
  in? What's the input to create that
• 28:50
  output? That's going to come down to
• 28:52
  you. Yeah.
• 28:53
  And I, I mean, in my opinion, it's like the Alex Hermosi,
• 28:56
  Grant Cardone, Garyvee, any of the big influence, Tony Robbins,
• 29:00
  the more audience you have that are aligned with your values and
• 29:05
  know like and trust you, then the sales are easy because you
• 29:09
  have a big reach. And so I think that it's a it's
• 29:11
  a multi pronged approach of building the audience and
• 29:15
  getting the right audience that will convert to sales in in the
• 29:18
  short term as well. Well, that's a that's, that's a
• 29:20
  big yes and right. So we help a lot of people
• 29:24
  behind the scenes with a lot of different things that they're
• 29:26
  working on and a lot of projects that that mega flop because they
• 29:31
  have a big audience, but not for the thing that they're trying to
• 29:33
  sell. And so it doesn't do well.
• 29:35
  And I'll give a shout at the Tom Bill you only because he he
• 29:40
  shared this publicly, but he's got formula subscribers on his
• 29:44
  YouTube channel impact theory awesome show and Tom's longtime
• 29:48
  friend of the channel. He he launched the comic book
• 29:53
  that failed. He launched a crypto project
• 29:57
  that that is still ongoing, but you know, struggled to get out
• 30:02
  of the gate. And, and I mean, you could
• 30:04
  probably find a tweet and show it up on screen.
• 30:06
  But he, he lists all of these things that he tried to launch
• 30:08
  that did not work because he had the wrong audience, because he
• 30:12
  built an audience around personal development and health
• 30:15
  and well-being and mindset and entrepreneurship.
• 30:19
  But then he's launching a comic book, something completely
• 30:23
  different. So if you're not building the
• 30:25
  audience for the product that you want to sell, then it it it
• 30:28
  doesn't lead to sales for that thing.
• 30:29
  It can create a new business model.
• 30:31
  You know, it could lead to Tom is a speaker and gets paid a lot
• 30:36
  to go and speak on stages, but you may not want to travel every
• 30:39
  weekend to speak on stage. Tom, you know, might get a book
• 30:42
  deal, but maybe he doesn't want to write a book.
• 30:44
  Like it creates a different business model around the
• 30:47
  audience that you have. But there's a lot of people, big
• 30:49
  name people who have millions of subscribers, but then they can't
• 30:52
  sell the thing that they want to sell because it's not connected
• 30:55
  to what their audience wants, right?
• 30:58
  So it's, I'm obsessed with figuring out the business model
• 31:02
  because if you don't have a business model, people quit.
• 31:05
  And I came into YouTube already having built and sold the
• 31:09
  business and then venture capital, the bunch of deals.
• 31:11
  And so I'm, I'm just business minded.
• 31:13
  I remember the first YouTube event I went to was this little
• 31:20
  private entry event that I barely made it and he's supposed
• 31:24
  to have half a million subscribers plus and I think I
• 31:25
  had 300 something and a friend kind of got me and no public
• 31:31
  you're like not, you don't have to pay.
• 31:32
  It's just big Youtubers. And one of the key guys had over
• 31:36
  10 million subscribers running his channel and like, Oh my God,
• 31:39
  this guy's here, he's got 10 million subscribers, right?
• 31:42
  And like, what is your, I'm like, what does your team look
• 31:44
  like? I'm thinking team and building
• 31:45
  and scale right into some What do your team look like?
• 31:49
  I was like, Oh yeah, I just hired my first VA and it's
• 31:52
  awesome. Like, wait, what?
• 31:54
  You've 10 million subscribe? I didn't say that, but my I
• 31:56
  already had team helping me. Not that it's a comparison.
• 31:59
  I'm just like, I'm looking for, for how are people building
• 32:03
  their teams and their structure? Who's ahead of me so that I can
• 32:06
  model some of the things that they're doing.
• 32:07
  And he's got over 10 million subscribers and he just hired
• 32:10
  his first part time person because he wasn't making any
• 32:13
  money on his channel. OK, so this is going to be a
• 32:16
  problem for a lot of people. And then we as we started
• 32:20
  helping more and more people, it's like, it's great to have
• 32:21
  the numbers, but if you don't have the business to back it up,
• 32:24
  then people burnout. People quit.
• 32:25
  They they stop making content, especially the entrepreneur
• 32:29
  minded people. If you're just, if you're,
• 32:31
  you're an artist or you're just a creator and you just love,
• 32:34
  you're doing it just because you love the work, then you do it
• 32:36
  because it it's in you. You can't not do it for
• 32:39
  entrepreneurs who it's they're, they're doing it to support a
• 32:42
  vision and the vision isn't like coming to fruition.
• 32:46
  They quit. It's like, OK, we need to, we
• 32:49
  need you making revenue from this because if you are, you'll
• 32:52
  go much harder at it. And if you're not, it's going to
• 32:55
  make, it's going to be this part time thing you do evenings,
• 32:58
  weekends, It never grabs the legs to help you go get the
• 33:02
  Nobel Peace Prize or whatever it is the thing that you want to
• 33:05
  do. Yeah, that's, I love that you
• 33:08
  say that because it does. It takes time, energy, money,
• 33:10
  takes a lot of effort to produce content and it takes a whole
• 33:13
  team. I don't know how somebody could
• 33:14
  do it without a team. But what is the importance do
• 33:19
  you think of the just the quantity of output versus the
• 33:24
  quality of output when it comes to YouTube the.
• 33:26
  Quality. The the quantity leads to the
• 33:28
  quality. Like the more you do, the better
• 33:30
  you get. But if you do, what about
• 33:33
  production quality? Depends what you're doing.
• 33:36
  If you're doing thought leadership, it's much more about
• 33:38
  quality of thought than quality of production.
• 33:40
  If you're doing entertainment, then the the, the production
• 33:44
  quality matters a lot more. You go to see some movies just
• 33:47
  because of the effects that are going to be in there.
• 33:49
  You know, it's a crappy plot, you know, the acting is going to
• 33:51
  be trash, but oh, there's going to be some crazy effects.
• 33:54
  You got to go watch it. But in education and, and I only
• 33:58
  really deal with education, entrepreneurship, thought
• 34:00
  leadership kind of channels. I'm not the slime channel or
• 34:03
  entertainment or any of those things.
• 34:06
  It's quality of thought. So if someone's going to watch
• 34:09
  your channel, they're watching it because of what I'm going to
• 34:12
  learn by listening to you or your guests, not because of
• 34:17
  there's B roll of a woman climbing a mountain with some
• 34:21
  eagle flying overhead and music blasting right.
• 34:24
  Like that's not that's not the thing that they're coming for.
• 34:27
  And so there's it's not nothing like the most important is
• 34:31
  audio. If you can't hear these mics
• 34:34
  aren't working, this episode's dead.
• 34:35
  Doesn't matter what we talked about.
• 34:37
  I've done videos where where the mic was off and so the only
• 34:42
  audio you have is from the camera halfway across the room.
• 34:46
  Right, that happened to me. Once.
• 34:47
  Yeah, that's happened. Yeah, my second interview.
• 34:49
  Thank God it wasn't Robert. That that's happened and then my
• 34:52
  team's like, Oh my gosh, I didn't notice.
• 34:55
  We have to do it again and like, I'm not doing it again.
• 34:57
  Yeah, we're going to release what we have just to show people
• 35:01
  the journey. And the comments on those videos
• 35:03
  were, dude, you have all these subscribers.
• 35:06
  Can you afford a mic? Can I send you a $99 microphone?
• 35:09
  Why does this guy sound like he's in a toilet and like, and,
• 35:13
  and production car like this guy, I won't say his name just
• 35:17
  to throw, you know, shade at him, but he, he obsessed about
• 35:20
  the quality of the camera. And so he had a, a red dragon
• 35:23
  camera, which is a super expensive camera, but to set it
• 35:27
  up, he was like, we were in a, in a giant that was in my dance
• 35:31
  studio. And he was like far, like 3
• 35:34
  times farther than where this camera is.
• 35:36
  And, and the audio picked up from the camera was actually
• 35:40
  terrible, right? And I loved it.
• 35:42
  I loved that he cared so much about it.
• 35:44
  And then he forgot to check the audio and then we're going to
• 35:46
  release this video. So audio is most important.
• 35:49
  There's the brand, right? And the brand is, is not just
• 35:54
  not just logo and colors, all the things we're working on, but
• 35:57
  it's how you carry yourself. It's how you want to be seen and
• 36:00
  people have different brands. You know, Mel Robbins has she's
• 36:04
  always doing videos with no makeup on and out and about and
• 36:07
  off her cell phone and her podcast.
• 36:09
  She'll be a little more professional, but it's the
• 36:12
  authentic brand that's her. Like she that's how people get
• 36:15
  to know her. She's not always polished and
• 36:19
  perfect right where other people are going to be a lot more
• 36:22
  attention to detail, Polish, perfect the setup.
• 36:25
  But you're not going you're not going for that.
• 36:28
  You're going for the the like. It just speaks to the kinds of
• 36:31
  conversations that you're gonna have.
• 36:32
  And So what does what is the like in a couple of words?
• 36:35
  What's the Hannaham and brand? Well, we were talking about
• 36:38
  comparing your brand like a car, right?
• 36:40
  You could have Ford and then you go all the way up to Bugatti or
• 36:44
  Rolls Royce or something like that.
• 36:45
  And my brand is Polish. It's, it's authentic and real,
• 36:49
  but it's also polished and always put together, always
• 36:52
  prepared. And you were kind of saying as
• 36:55
  like, oh, well, even if you go to the gym, you drop down to
• 36:57
  like a BMW. But when you're really polished
• 36:59
  or put together, you're up at maybe a, a Lamborghini or
• 37:02
  something like that. So that's how I would see it.
• 37:05
  Yeah, so great Polish so and for the audience, she was showing me
• 37:08
  videos. No, I, I do authentic and raw
• 37:10
  and real and like showed a video of her going to the gym or
• 37:12
  something still with the hair and the lashes.
• 37:15
  Like come on, that's a, you know, which is fine and that's
• 37:18
  you And that's cool, right, That they're not coming for the, the
• 37:22
  just woke up. Hey guys, I hate my life, you
• 37:26
  know, and you hadn't put your extensions in and everything
• 37:29
  else, right, which is just a completely different brand.
• 37:31
  So if I'm coming for you, like I think a brand is an emotion and
• 37:35
  if you want people to feel polished or prepared as a result
• 37:40
  of consuming your content, like how am I going to feel as a
• 37:43
  result of watching your content? Then if polished or prepared is
• 37:47
  how you want me to feel, then that's that's the questions that
• 37:52
  we ask. But it's also how how things
• 37:55
  show up. Like if, if it's polished and
• 37:57
  prepared and then this table is falling apart or whatever else
• 38:01
  is happening, then well, OK, that's very off brand.
• 38:05
  But for other people, this might be like way too fancy then
• 38:09
  compared to what their brand is about, But it's they're not
• 38:13
  coming because of, you know, the color of the table.
• 38:16
  They're coming because when I'm around Hannah, I feel a certain
• 38:21
  way. And whatever it is that you want
• 38:23
  them to feel, then the entire brand is designed around that.
• 38:25
  And, and ideally it's not a contrived thing.
• 38:28
  It's that it's who you actually are.
• 38:31
  So I want people to believe in themselves more when they're
• 38:35
  around me. Then I try to do this for my
• 38:37
  content. I try to do that through the
• 38:38
  interviews or try to do that in real life.
• 38:40
  I just try to be that person. It's, it's a lot easier to not
• 38:44
  burn out if you just are you, if you're trying to be something
• 38:48
  else. And it's a lot harder.
• 38:50
  So, you know, if the brain is polished, then you want people
• 38:53
  to feel like they could be polished too.
• 38:56
  And so through the questions you asked and the guests you bring
• 38:58
  on and how you present yourself and how you present the show and
• 39:01
  the thumbnails and the title and everything else, is it polished?
• 39:05
  Because that makes me feel a certain way.
• 39:06
  Yeah, I got my art logo signature completed.
• 39:09
  I sent it to you. Did you?
• 39:11
  Yeah. OK.
• 39:12
  Yeah, I like the excitement and I love how you use how into it
• 39:14
  you are. You're like so into it, which is
• 39:18
  great cuz it's what I missed. I was really into it at the
• 39:22
  beginning. I was super into it, but I was
• 39:24
  too afraid to ask for help. I would never ask for help like
• 39:26
  when you, you know, like you sat next to me at the event, at
• 39:32
  Joe's event and we got shushed because you're asking so many
• 39:36
  questions. So it was like interrupting the
• 39:39
  presentation. Like I would have been too
• 39:42
  afraid to do that. And so that's, that slowed down
• 39:45
  my growth. And I love that you're just so
• 39:48
  into it and making it so you're going to get there a lot faster.
• 39:51
  You know, I still think, how do we generate revenue because it's
• 39:54
  just how I can't help. That's how my mind works because
• 39:57
  it allows you to go faster and. You're going to find a way to
• 40:01
  make it work, which I love. Thank you.
• 40:03
  Yeah. I mean.
• 40:04
  People always say like there's no shortcuts on the road to
• 40:06
  success, but it's a complete lie.
• 40:07
  There is and it's finding a good mentor just like you did, right
• 40:10
  you. That was your inflection point
• 40:12
  of like, OK, let me actually do something different because I
• 40:14
  know people that they'll just keep insanity is doing the same
• 40:17
  thing over and over and expecting different results.
• 40:18
  So if you're just posting the same quality, the same content,
• 40:21
  the same shit over and over and you're not getting the results
• 40:23
  that you're looking for, that's just insane.
• 40:26
  You need to find a good mentor. And, you know, I found you and
• 40:30
  and you found Steve. Was that his name Steve?
• 40:33
  Yeah. So I think having a good mentor
• 40:35
  is so important and there's so much that goes into it.
• 40:37
  And and you just mentioned, you know, I had sent Evan some of my
• 40:41
  videos because my podcast is new.
• 40:43
  My whole social media building a brand, it's completely new.
• 40:46
  Prior to eight months ago, I was a ghost.
• 40:49
  Nobody knew who I was. I was just, you know, nose to
• 40:52
  the grindstone working and building my businesses.
• 40:55
  But I showed you my stuff and you're like, you taught, taught
• 40:58
  me how important the packaging is.
• 41:00
  And there's so much that goes into it and it's not
• 41:03
  complicated. You know, it's not complicated
• 41:06
  in theory, but it's also very difficult to accomplish because
• 41:09
  like the thumbnail packaging, the color palette, the face and
• 41:14
  the emotions. And so like, what is what does
• 41:17
  the, I mean, how do you get people to click on your videos
• 41:21
  before they even get into the video?
• 41:23
  Like how important is the thumbnail, the title?
• 41:25
  And what are some strategies, strategies to make those the
• 41:29
  best they could possibly be to get people to view your video?
• 41:32
  Yeah. So any channel that I look.
• 41:33
  At any channel, it's like a well, you have to have at least
• 41:36
  some videos, I guess not like a 0, but you know, let's say you
• 41:39
  have at least 20 videos or 10 videos on your channel all the
• 41:41
  way up to 1,000,000 of subscribers.
• 41:43
  There's always four key things that we'll look at.
• 41:45
  The 1st is how frequently you're posting.
• 41:47
  The second is how long your videos.
• 41:48
  The third is what's your retention at one minute on the
• 41:50
  video. And the last is a click through
• 41:51
  rate. So we're diving in on click
• 41:53
  through rate here, which is a function of your thumbnail and
• 41:55
  title. We'll start with title.
• 41:58
  Most people think that search is the game on YouTube.
• 42:01
  YouTube is the world's second largest search engine after
• 42:03
  Google, yada yada. And it's true.
• 42:05
  But most views don't happen from search.
• 42:07
  Most views happen from what YouTube recommends to you.
• 42:10
  So the goal isn't to rank and search that's fine it's cool.
• 42:14
  You can rank and search. It's great.
• 42:16
  You're just playing checkers because most of the most of the
• 42:19
  views aren't coming from there. Most channels don't explode off
• 42:21
  of search and if they do they they could be doing even better
• 42:24
  if they're getting recommended more.
• 42:26
  So the best way to show up is after other people's videos.
• 42:30
  So, and you just think about your own experience.
• 42:32
  If you watch the video, you search for something, then you
• 42:36
  see a bunch of videos that get recommended afterwards.
• 42:38
  You go down this YouTube rabbit hole and like all of a sudden is
• 42:40
  an hour later, like how many videos did I just watch because
• 42:42
  YouTube is so great at recommending things to you.
• 42:44
  So even if the first view came from search, all the other views
• 42:48
  came from what was recommended. So the big game is showing up
• 42:51
  and recommended. So what we want to do is is have
• 42:53
  titles that can rank after other videos.
• 42:57
  So the number of times I've looked at a channel and say,
• 43:00
  yeah, we ranked #1 for this title, Yeah, for a title that
• 43:03
  nobody cares about, great. You say you're #1 like,
• 43:06
  agencies, look, we're ranking #1 for this.
• 43:08
  But nobody's searching for this thing.
• 43:10
  So who cares if nobody else has made a video on that topic?
• 43:13
  Especially inside of education, entrepreneurship, thought
• 43:16
  leadership, You're just like, why?
• 43:18
  Your life is like a table. You could have this great
• 43:21
  analogy about like 4 legs of a table and what the four pillars
• 43:25
  of a right? But if you call your video that,
• 43:27
  nobody's going to. They're not searching for that.
• 43:29
  Nobody else has made a video about that.
• 43:31
  So it's probably going to die even if you have great content
• 43:33
  because the packaging sucks. So you want to think about how
• 43:36
  can we rank against other people's videos?
• 43:38
  And you find people who are in your niche, you look for videos
• 43:41
  that have done really well for them and then you make your
• 43:43
  version of that video similar theme title.
• 43:46
  Don't watch their video, whatever their three lessons for
• 43:50
  success are cool. You make your own.
• 43:52
  You don't have to copy anything besides the title.
• 43:55
  And so the point of title is we want to be ranking against other
• 43:58
  people's videos. Thumbnail is what usually wins
• 44:03
  the click once we're showing up. So the thumbnail is in thought
• 44:06
  leadership, usually combination of a face that we want to have
• 44:10
  emotion on and and then emotional text.
• 44:13
  So the face we want to see the whites of their eyes.
• 44:17
  You want to have an expression on their face, ideally not just
• 44:20
  a LinkedIn profile picture that that is boring.
• 44:23
  We want them looking either at the camera or towards the text,
• 44:28
  not away because the will follow the eyes.
• 44:32
  We want it zoomed in for the most part because thumbnails are
• 44:35
  small on the phone and most conceptual happened on the
• 44:37
  phone. So we want, we want Hannah to be
• 44:39
  instantly recognizable. The only exception is if it's if
• 44:44
  we have to see the body for some reason, like if it's an AB
• 44:47
  workout video or something and it's a zoomed in with my face.
• 44:50
  Well, do I have ABS? I don't know.
• 44:51
  It's like it's hard to tell. So you, you know, you need to
• 44:53
  see the thing. But for the most part in thought
• 44:55
  leadership education, like if you want to build a brand, you
• 44:58
  want to be instantly recognizable, Right.
• 45:00
  So even if we look at this, right, if that was a thumbnail,
• 45:03
  that's going to be way too small.
• 45:04
  Like imagine that showing up. Yeah, right now for here, it's
• 45:07
  fine. But if we're looking as a
• 45:08
  thumbnail, it's going to be way too small.
• 45:09
  We want to zoom in on the face. The face should be, you want to
• 45:12
  be instantly recognizable because people are scrolling.
• 45:14
  And so even if I know that that's you, if that was, if that
• 45:17
  was on the thumbnail, I might just scroll right past it
• 45:19
  because it's just too small text.
• 45:21
  We want to be emotional. What's going to get people to
• 45:24
  stop? And there's all of the
• 45:27
  psychological sales principles that go in there, copywriting
• 45:32
  apply here to get people to click.
• 45:35
  What are the mistakes people make?
• 45:37
  You don't want to have a giant logo on there.
• 45:40
  You don't want to see the person's name.
• 45:41
  Like on this thumbnail, if you put my name, it's that's
• 45:45
  valuable real estate that's taken up.
• 45:47
  I think we took that off your thumbnail too at the beginning,
• 45:49
  right? Then you put the name.
• 45:50
  OK. So well, why not have the name?
• 45:52
  Well, every, every letter has to fight for space.
• 45:55
  The more clutter there is, especially if your brain is well
• 45:58
  polished, the, the, the less people are going to click on it.
• 46:02
  So if people recognize me, then you don't need to know my name
• 46:06
  because oh, that's Evan. And if they don't know who I am,
• 46:09
  then saying it's Evan doesn't matter anyway.
• 46:11
  So the name doesn't matter. You have Robert Kiyosaki on like
• 46:13
  they know Robert. Oh, that's Robert Kiyosaki also
• 46:15
  I'm going to click. You don't need to tell them it's
• 46:17
  Robert Kiyosaki. And if they don't know who
• 46:19
  Robert Kiyosaki is, then saying Robert Kiyosaki doesn't matter
• 46:21
  either. So the name doesn't matter.
• 46:24
  We need emotional texts going to get people to click, and that
• 46:28
  can be a quote that could be a powerful statement.
• 46:30
  There's a lot of different principles you can use, but it
• 46:35
  really matters. And most people thumbnail text
• 46:37
  is pretty boring and the pictures are too zoomed out and
• 46:40
  pretty boring. And it's a different type of
• 46:45
  graphical work. So a lot of people come from a
• 46:47
  graphic design background, make thumbnails really fancy and have
• 46:50
  a lot of stuff going on, but it ends up being clutter and then
• 46:55
  there's too many elements. And so when it's small, you
• 46:57
  can't, it doesn't stand out because there's too many, it's
• 46:59
  too much motion, too much stuff happening.
• 47:02
  So an easy eye test is you design your thumbnail because we
• 47:05
  designed it in Canvar Photoshop and it's like giant and you can
• 47:09
  see every detail. Cool.
• 47:10
  Shrink it way down and then take a screenshot of your competitors
• 47:14
  or whatever your video is going to be called.
• 47:16
  See whatever what else is showing up down the side.
• 47:18
  And then put your thumbnail on top and see like, does it stand
• 47:21
  out or not? And for a lot of people, it
• 47:23
  doesn't. So there, there you go.
• 47:26
  How does that? Is that good?
• 47:27
  Yeah. And and how do you?
• 47:29
  Find an optimized title, like the best title for your videos.
• 47:32
  What's the strategy for that? You want to show up against
• 47:34
  other people's? Videos, but how do you know
• 47:36
  what's? A good title you you start.
• 47:40
  With whatever you would call it. So you're going to make a video
• 47:42
  on blank. You start with like what's a
• 47:44
  video that you would you would want to make in in the
• 47:47
  educational. Space.
• 47:48
  Sure, and whatever. Well, I mean it could.
• 47:49
  Be. How to be a private money lender
• 47:52
  Perfect How to be a private money?
• 47:53
  Lender, so you're going to so you're going to make that video.
• 47:55
  OK, cool. So you go to YouTube, you search
• 47:56
  how to be a how to be a private money lender, OK, Now we're
• 48:00
  looking for the videos that show up that there's more views on
• 48:04
  those videos and subscribers on the channel so that we call
• 48:06
  those growth videos. So videos that have done really
• 48:08
  well for the for smaller channels.
• 48:10
  If you're a small channel, you had 1000 subscribers, you said
• 48:13
  yeah, cool. So what videos have done really
• 48:15
  well for small channels around that?
• 48:17
  But it's probably not going to be called that.
• 48:19
  And it might be called something completely different, but still
• 48:22
  means the same thing. So, you know, in my world,
• 48:25
  motivation will do way better than inspiration in the title.
• 48:28
  To me, it's the same thing. I mean, it's a different sure,
• 48:30
  but like if it's in the title, it's basically the same thing.
• 48:32
  So are there other words for private money lending hard money
• 48:35
  lending hard money? Lending alternative.
• 48:37
  Financing like but you never know like something like that.
• 48:41
  There might be a video that's 5 alternative financing for your
• 48:45
  home or whatever that's popped. And we went in thinking private
• 48:50
  money lending. But if we call it this, it'll do
• 48:52
  way better because it's already proven that it's done better.
• 48:56
  And so that happens all the time.
• 48:58
  We want to make a video on something cool, give it your
• 49:00
  best shot, but then see what's actually been created already.
• 49:03
  That's done well because people are searching and they're
• 49:05
  finding that video. So what we want to do is show up
• 49:08
  after the other person's video that's already doing well
• 49:10
  because it it's proven that it works versus trying to create
• 49:14
  and like hope that somebody finds this video where there's
• 49:17
  nothing around us. Yeah, right.
• 49:21
  And what about for the you? You said the four things was one
• 49:25
  click through rate. The second one was the 1st 60
• 49:29
  seconds, keeping viewers past the 1st 60 seconds.
• 49:32
  So how does the algorithm work and how do you best edit the
• 49:36
  video to keep viewers past the 1st 60 seconds?
• 49:38
  Yeah, so. The the other two are easy
• 49:41
  typically like how frequency, How often are you making
• 49:43
  content? If you're doing content like
• 49:46
  once a week is your is. Unless you're making like epic
• 49:49
  levels of content, once a week is your ticket ends you want to
• 49:51
  be at least once a week. Is there too much you could be
• 49:55
  posting? Does it if you are posting.
• 49:58
  Like every day then I would say let's now focus on analytics and
• 50:03
  data and, and figure out which series are working so we can
• 50:05
  start improving the quality. You have enough data to work off
• 50:09
  of. If you're doing a video every
• 50:10
  two weeks, you're also not getting good enough at the
• 50:13
  skill. If you practice anything, if you
• 50:15
  were to sell a home or like get a listing or do a tour every two
• 50:19
  weeks, it's like you're just not getting enough reps in to get
• 50:23
  good at the skill, right? So like for anything, right, you
• 50:26
  go to the gym once every two weeks, you're not going to get
• 50:30
  good, right? So same thing with video
• 50:34
  interviews, podcast, your own channel, you know, making
• 50:36
  content, just you have to do it more frequently and then length
• 50:41
  10 minutes plus you want to be in content for the range.
• 50:45
  Long form crushes on YouTube, one to three hours is awesome.
• 50:48
  Seeing the biggest growth in one to three hour videos.
• 50:50
  Rogan blew up with 3-4 hour long videos, right?
• 50:54
  I don't know how long we're going today, but yeah, the
• 50:57
  longer you go the better. It's really hard to win off of a
• 51:00
  5 minute video. It's not that you can't,
• 51:02
  although. You have 28 million views on a 5
• 51:05
  minute video? Sure.
• 51:07
  On your YouTube. Channel, yeah.
• 51:08
  It's a really old video. Yeah, right.
• 51:10
  Back before long videos even were a thing.
• 51:13
  So YouTube likes longer now versus?
• 51:15
  Then you wouldn't do that again. Yeah, yes.
• 51:19
  It's short, yes, YouTube, their number one goal, and this is
• 51:23
  also, this isn't just YouTube, this is every platform.
• 51:25
  Their number one goal is to keep you on their platform as long as
• 51:27
  possible, right? TikTok, Instagram, they want you
• 51:31
  on their platform all day long if they could, because that's
• 51:33
  how they make money and sell advertising and everything else.
• 51:36
  So YouTube's number one goal is watch time.
• 51:40
  They want you to stay on YouTube for as long as possible.
• 51:42
  If you help people stay on YouTube for as long as possible,
• 51:44
  you're going to get rewarded with more watch time, right?
• 51:47
  So you're going to keep recommending your channel and
• 51:49
  people watch video and then leave or they leave 5% of the
• 51:53
  way through like, oh, this video must suck.
• 51:54
  Let's stop showing Hannah's videos to people, right?
• 51:59
  So the longer you can keep somebody on the platform, any
• 52:01
  platform, the more that platform's going to reward you
• 52:03
  for doing it. And so in education, the big
• 52:05
  shift that's happened in the past five years is YouTube has
• 52:10
  become the default education place to go to.
• 52:14
  So when I was making videos, like back in the day, that 6
• 52:18
  minute video, I was being yelled at like this is way too long.
• 52:21
  There was going to watch a 6 minute video.
• 52:22
  It's crazy. You don't understand the
• 52:24
  Internet, like all of these things, people who are in the
• 52:26
  space, we're like freaking out that that video, I don't, I
• 52:31
  don't remember what it's at right now.
• 52:32
  It's it's in the millions, 28 million.
• 52:34
  No, it wasn't that. Video It's a different.
• 52:36
  Video 14,000,000. I was just on.
• 52:38
  Your channel before this, but the short.
• 52:40
  The short. Ones like YouTube was a
• 52:42
  different beast back in the day, but nobody was making long form
• 52:46
  content. It's just this didn't exist.
• 52:49
  Now, if you want to go and learn something, if you want to learn
• 52:51
  about hard money lending, cool. Where are you going?
• 52:54
  YouTube. Yeah, but like otherwise.
• 52:55
  Where would you? Go like the library, no talk to
• 52:58
  your. Mom like where?
• 52:59
  Exactly where you going? People just go to YouTube.
• 53:02
  So YouTube is it's not really a social media site.
• 53:06
  Like the social component is not that big on YouTube.
• 53:08
  You can go to the comments, I guess, but it's not most people
• 53:11
  don't leave a comment. There's no, there's no ability
• 53:14
  to message on YouTube. It's it's not really a social
• 53:17
  media site. It's an education platform, at
• 53:19
  least for I mean, it's entertainment as well, I guess,
• 53:22
  but every other platform is short form content.
• 53:25
  So if you're doing entrepreneurial educational
• 53:27
  stuff, TikTok, Instagram, the others are short form video and
• 53:33
  it's inspiration and entertainment.
• 53:36
  How much you going to talk about hard money lending in the 45
• 53:39
  second Instagram reel? Like you could just you can have
• 53:43
  it to be an inspiring piece or like a quick hit, but you're not
• 53:47
  learning anything. You go to YouTube to learn it's
• 53:50
  long form content, so YouTube loves long form content.
• 53:54
  So the longer you can go as long as you're good.
• 53:56
  Like we've helped a lot of people go from Instagram to
• 53:57
  YouTube and they crush the first minute, but then they struggle
• 54:01
  because they don't know what else to say.
• 54:02
  How much does it talk for 10 minutes?
• 54:03
  10 minutes is not a long time. 10 minutes is like the bare
• 54:06
  minimum guys, you got to be making longer video.
• 54:08
  So if you're just filling air with nothing because you don't
• 54:10
  know how to make a longer video, well then don't go make a 20
• 54:14
  minute video with you just filling air and get the skills
• 54:17
  to get better so that you can actually say something more
• 54:20
  meaningful, right? So if you were to make a 20
• 54:23
  minute video on hard money lending, you might have to think
• 54:26
  about a little bit, but you could do it because you know
• 54:27
  what you're talking about. You wouldn't run out of things
• 54:29
  to say 60 seconds in. But people, a lot of people are
• 54:33
  moving from the short form platforms to long.
• 54:34
  We're struggling with that because they they're used to
• 54:36
  speaking the in sound bites, which is fine.
• 54:38
  It's actually a great skill to have, but if you don't have a
• 54:41
  deep well of knowledge, then you get exposed pretty quickly.
• 54:44
  Like, oh, this person doesn't know what they're talking about,
• 54:46
  so they struggle to make long form content.
• 54:49
  Podcasting is a hack because you can just bring on people and ask
• 54:52
  questions. I don't have to be the expert.
• 54:54
  I'm going to bring on an expert and they're going to tell me
• 54:56
  whatever you know, we're going to talk about.
• 54:59
  But then that also doesn't build your brand as an expert, right?
• 55:02
  So if you're only bringing guests on, then you're building
• 55:06
  up a Larry King kind of brand where you're you're a host,
• 55:10
  which for a lot of people doesn't lead to business, right?
• 55:13
  If you, if you want to grow your hard money lending business,
• 55:17
  being a a host, talking about YouTube like doesn't help
• 55:21
  accomplish that, right, since we're we're achieving something
• 55:23
  else. So long form content is where
• 55:27
  people are going to learn. YouTube is where they're going
• 55:28
  to learn. So long you can go are the
• 55:29
  better. Those are usually the easiest
• 55:32
  things to to to fix. Like how how many videos are you
• 55:35
  making? How long are you going?
• 55:36
  Great, make more and go longer if you can.
• 55:40
  The last one is the retention. So the first minute really,
• 55:42
  really matters. So most people who are watching
• 55:46
  your videos don't know who you are, which is good like this
• 55:48
  what you want. If you're only talking to people
• 55:50
  who know who you are, you're not growing.
• 55:52
  If the goal is growth, you have to reach in more new people
• 55:55
  every day. Who's there for Hannah?
• 55:56
  What? Hannah something.
• 55:58
  That's what we want. We want brand new people every
• 56:00
  time. And so they don't, you don't
• 56:02
  have a captive audience on YouTube.
• 56:04
  You know, if you're doing a show in theater or something, the
• 56:08
  first minute doesn't really matter.
• 56:10
  You're not like going to get out of your seat and leave if the
• 56:12
  first 5 seconds aren't awesome. But that's what happens on
• 56:16
  YouTube. It's not a captive audience
• 56:18
  writer Hollywood, most Hollywood movies would would tank because
• 56:22
  the the the retention is so bad at the beginning.
• 56:25
  Right now. It might be if you still had
• 56:27
  like a Tom Cruise or whatever movie you, you put Mission
• 56:29
  Impossible on, I'm sure would still crush.
• 56:32
  But where a lot of people struggle is they have a lot of
• 56:35
  good content, but the beginning is so bad.
• 56:38
  But then it never gives people a chance to discover the person.
• 56:42
  So most people will start with like, hey, guys, welcome back.
• 56:47
  It's me, Evan. I'm so excited.
• 56:50
  I'm going to talk to you and they're gone, right?
• 56:53
  Welcome back to what? I don't even know who you are.
• 56:55
  We're targeting new people. What I'm going to welcome back
• 56:57
  to. I don't care who you are until I
• 56:59
  know what you're going to, what I'm going to learn, what we're
• 57:02
  going to teach me. So you got to leave with an
• 57:03
  opinion. It's going to make me stop.
• 57:07
  And this is not anything new in marketing.
• 57:08
  Like when I tell this to entrepreneurs like, oh, yeah,
• 57:12
  that's just normal marketing. Like you have a landing page
• 57:14
  with an offer. What's the headline and the sub
• 57:16
  headline? Like that's the first thing out
• 57:18
  of your mouth is whatever your headline would you'd never have
• 57:20
  a landing page to promote hard money lending that says, hey,
• 57:23
  guys, welcome back. It's me, Hannah.
• 57:25
  I'm so excited to talk to you today about right.
• 57:28
  People would leave that website. It's the same thing on YouTube.
• 57:32
  So if you're doing solo content, then you can control what
• 57:36
  happens in the first minute. It's like, what's a powerful
• 57:38
  opinion that you have? What can you say that you
• 57:41
  believe that other people don't believe?
• 57:42
  Like what do you believe about hard money lending?
• 57:44
  That most people don't believe that anybody can do it.
• 57:47
  That anybody can do. Hard, hard money.
• 57:48
  Lending and it leads to what? Financial freedom and wealth.
• 57:51
  Yeah, well, like how much can you make in a year?
• 57:53
  Doing harmony lending, I doubled my money my.
• 57:55
  First year and 2nd year and 3rd year.
• 57:59
  But that's realistically 10% on your money, OK, It's like.
• 58:04
  Anybody can earn 10% every year on their money through hard
• 58:07
  money lending. Like if you say that like, oh,
• 58:10
  OK, that's a good headline, right?
• 58:11
  Well. That may not be a good.
• 58:12
  Headline. It could be like title, but it's
• 58:14
  a good opening of video, right? It's like you're telling me
• 58:16
  something. So what do you believe other
• 58:19
  people don't believe I'm here? I'm trying to, I'm trying to
• 58:21
  learn how to make money on my money.
• 58:23
  Like, huh, if I can make 10% a year, it's more than I'm making
• 58:26
  in whatever else. Like tell me more.
• 58:29
  I'm curious. So everybody I work with, people
• 58:32
  who are experts in their field. If you're not an expert, I don't
• 58:35
  know how to help you. Now we're doing entertainment
• 58:36
  content or something else, which isn't what I'm good at.
• 58:39
  Like if you, if you don't have expertise in something, go get
• 58:43
  good at something. I mean, I don't know, I don't
• 58:45
  know, I don't know how to help you.
• 58:45
  This is not just my area, but if you are an expert, like you know
• 58:48
  way more about, I don't know much about hard money and
• 58:50
  London, you're the expert. Cool.
• 58:52
  What do you know about it that you can teach people?
• 58:54
  And so in that process, if they watch the video, oh, Hannah is
• 58:57
  an expert. Maybe I should sign up with her.
• 58:59
  Maybe I should invest in her fund, maybe I should.
• 59:01
  Whatever it is, you know, there's a potential next step so
• 59:04
  you can control the first minute in your video because it's just
• 59:08
  you. And I've told this to people to
• 59:11
  oh, OK, got it, got it, got it. And then we write out, you know
• 59:13
  what they're going to say, got it, perfectly got it.
• 59:16
  And then they press record. Hey guys, welcome back.
• 59:18
  Did did we not have this conversation?
• 59:21
  4 minutes ago it's just. We're wired for whatever reason
• 59:24
  to always do that. I don't know why.
• 59:27
  And we see other people do it, so we just do it right and like
• 59:31
  telling them to like this video and subscribe.
• 59:33
  Like, no, don't do that. And especially not in the first
• 59:35
  minute. You're killing your retention.
• 59:37
  And I only care about retention because YouTube cares about
• 59:39
  retention. So if I want my videos to do
• 59:42
  well on YouTube, I have to do what YouTube says is good, which
• 59:45
  is potential. So you can control it.
• 59:48
  Just don't have the fancy logos in the intros and you get out of
• 59:52
  a car and like all of these things that people 32nd bumper
• 59:56
  at the beginning of their video to, but I need to establish my
• 59:59
  credibility. Nobody cares.
• 1:00:00
  They don't care who you are yet they care what you have to say
• 1:00:03
  and then they care later who you are.
• 1:00:04
  They don't want to sit through a commercial before they get to
• 1:00:06
  what you're going to talk about. So there there's some of that
• 1:00:11
  work and like we have a framework super quick.
• 1:00:13
  It's just opinion story advice. If you just we can go more
• 1:00:18
  detail on that set, but basically we take opinion story
• 1:00:20
  advice. So anybody can make 10% of the
• 1:00:23
  money every year through hard money lending.
• 1:00:24
  Cool. That's your that's your powerful
• 1:00:26
  opinion story. Whatever your story is, it could
• 1:00:29
  be your story. I doubled my money for the first
• 1:00:32
  three years every year, whatever a client story, something in a
• 1:00:35
  news story with some kind of story, because we learned
• 1:00:37
  through emotion. So like we learned through
• 1:00:40
  stories and that we need the emotion to connect before we
• 1:00:42
  will listen to the advice. Because if you just said, here
• 1:00:45
  are three ways that you can make money through high money
• 1:00:47
  lending, most people, they won't pay attention because you're
• 1:00:50
  appealing to their brain, but not their emotions.
• 1:00:53
  We need to people are emotional first.
• 1:00:55
  So all we want to do is teach, but you have to do a hook and
• 1:00:58
  you have to do a story to get them ready to then listen to
• 1:01:00
  your advice like, oh, I want that.
• 1:01:03
  So if you could do this on a sticky note, you don't need a
• 1:01:06
  teleprompter. You don't need, you know,
• 1:01:08
  anything fancy. Just what's your powerful
• 1:01:10
  opinion? What's the story?
• 1:01:12
  And the story could just be a word that then triggers like
• 1:01:15
  doubled my money, right? And then whatever your 3 bits of
• 1:01:18
  advice are to start winning with hard money lending.
• 1:01:22
  And hopefully one of them is get a mentor or like something that
• 1:01:25
  ties into whatever we have to offer to sell.
• 1:01:28
  I can't. It's like, I want you selling
• 1:01:31
  something, right? Like trying to generate revenue.
• 1:01:33
  So whatever the three things are that will lead to them having
• 1:01:37
  success. And hopefully one of them
• 1:01:38
  connects to us somehow and what we're doing in a in a ethical,
• 1:01:44
  you know, legit, like actually good piece of advice.
• 1:01:46
  What? So if you just thought about
• 1:01:48
  that for every thought leadership video, powerful
• 1:01:50
  opinion. What do I believe that other
• 1:01:51
  people don't believe? Story.
• 1:01:53
  And then three bits of advice. You can do that on a sticky
• 1:01:55
  note. And that's a 1520 minute video
• 1:01:58
  if you know what you're talking about, right?
• 1:02:00
  Like your story is a is 4-5 minutes.
• 1:02:03
  Each bit of advice is 4-5 minutes.
• 1:02:05
  That's a 20 minute video and if you can't talk about like what's
• 1:02:08
  1 bit of advice that they need to do to get started hard money
• 1:02:11
  in London, Well, if they wanted to do it themselves.
• 1:02:13
  They would have to learn how to underwrite properties or know
• 1:02:15
  their market. Perfect number one is know your.
• 1:02:17
  Market or #1 is learn how to underwrite.
• 1:02:20
  So you'd write down on the on the sticky note, learn how to
• 1:02:22
  underwrite, throw out a script. But then you have to talk about
• 1:02:24
  that. You could talk about learn how
• 1:02:26
  to underwrite for four or five minutes.
• 1:02:27
  You can talk about it for four or five hours.
• 1:02:29
  It's hard to crunch it down to four or five minutes, right?
• 1:02:32
  So if you did that times 3 plus a 5 minute story, you're at a 20
• 1:02:35
  minute video. It's actually not that hard to
• 1:02:38
  do. If you're an expert at your
• 1:02:39
  craft, just having some kind of structure like that help.
• 1:02:42
  So it's not just OK, hard money lending go like there's so much
• 1:02:47
  to talk about. Where do I even start, right?
• 1:02:49
  So having little constraints in the creativity help.
• 1:02:53
  If you're doing a show with somebody else, the beginning
• 1:02:56
  usually sucks. So if it's a podcast, if it's a
• 1:02:58
  coaching session, if it's a round table, whatever, the
• 1:03:02
  beginning of the show is not good.
• 1:03:04
  I don't know how we started this.
• 1:03:05
  I don't remember when we started rolling and whatever we said,
• 1:03:07
  but it probably wasn't the best part of the show.
• 1:03:11
  And so if they don't know you and they don't know me, like why
• 1:03:14
  would somebody watch the video? There has to be a powerful
• 1:03:17
  opinion somewhere from what we said at the beginning.
• 1:03:20
  So we now have to edit, but it's not doesn't have to be over the
• 1:03:23
  top fancy editing. It's just what are the what are
• 1:03:26
  the things that were discussed in this episode that are the
• 1:03:31
  most interesting that you can put at the beginning so that
• 1:03:34
  people want it's a little mini trailer.
• 1:03:36
  It's like on this season of Survivor or whatever.
• 1:03:38
  Like it makes you want to watch the rest of the video.
• 1:03:42
  And when you're with somebody else, it's almost always going
• 1:03:45
  to suck at the beginning. And so you either cut clips or
• 1:03:49
  you then record afterwards and intro yourself talking about the
• 1:03:54
  powerful opinion story. You don't have to think of
• 1:03:57
  advice, but you're setting up the video that they're about to
• 1:04:00
  watch, right? Like if you said, I don't know
• 1:04:03
  what I said on this episode, but if you then did an intro like
• 1:04:07
  YouTube is the most powerful way to build your brand in 2025.
• 1:04:10
  And I wish I had started it four years ago, but I didn't.
• 1:04:12
  But today I brought in Evan Carmichael, who has 4 million
• 1:04:15
  subscribers and he's going to teach me how to 123 because I
• 1:04:18
  want to go change the world and win a Nobel Peace Prize.
• 1:04:21
  I hope you can too, right? Or something like that, right?
• 1:04:23
  Just something like that. What do you what did you learn?
• 1:04:26
  What's most exciting but powerful opinion at the start
• 1:04:28
  where you intro it? Either of those two can work and
• 1:04:32
  really just depends on what's the best.
• 1:04:34
  Like it, if there's no sound bites from what I said, then
• 1:04:37
  great. Then then like, you know, get
• 1:04:39
  better guests and ask better questions.
• 1:04:41
  And so you might have to cover at the beginning and, and make
• 1:04:44
  it with an intro. It's really just about what is
• 1:04:49
  what is going to hook somebody's attention at the beginning of
• 1:04:51
  the video. And it's there's those are the
• 1:04:53
  easiest two ways when you're dealing with guests and when
• 1:04:55
  you're solo, you just have to nail what you're going to say.
• 1:04:58
  And it's frustrating for a lot of people because you might
• 1:05:00
  spend 45 minutes doing a video and that's, that's time, right?
• 1:05:05
  Like you showing up and doing a 45 minute video and if you got
• 1:05:09
  to do your hair and everything else, right, and just getting
• 1:05:11
  prepped and ready and like the mindset, I'm going to film
• 1:05:14
  videos and all of that. And then for a lot of people's
• 1:05:18
  videos, you look at the, the gold standard is at one minute
• 1:05:21
  you're at 70% retention. I mean, 70% of people are still
• 1:05:25
  there one minute into the video. A lot of people's videos at one
• 1:05:28
  minute, they're 30% that that video is dead.
• 1:05:31
  And so you just spent 45 minutes recording this video and pouring
• 1:05:34
  your heart into value. And but it's it's dead.
• 1:05:36
  It's a dead video because you're intro sucked.
• 1:05:39
  And so like not every minute of this video is equally important.
• 1:05:43
  The first minute really, really, really, really, really really
• 1:05:45
  matters. And then there's the rest of the
• 1:05:46
  video, right? And so people just don't this
• 1:05:51
  like how do you, you know, part of the mentorship because we
• 1:05:53
  don't think about these things naturally.
• 1:05:55
  So how do you start getting outsized growth on your channel?
• 1:05:58
  It's over in the over indexing into the things that really
• 1:06:00
  matter. What do you think's the biggest
• 1:06:02
  thing people are? Doing to inhibit their growth on
• 1:06:05
  YouTube. They're not making money, Yeah.
• 1:06:08
  They don't they don't make money so they can't they can't invest
• 1:06:10
  in team to really build. Yeah, like if so, well, I don't
• 1:06:13
  have enough time to invest into YouTube, you know like I've got
• 1:06:17
  3 hours a week or two hours a week to do videos.
• 1:06:20
  OK, but if it was the number one way you're generating revenue,
• 1:06:23
  you'd be spent a lot more time. So they just they don't make
• 1:06:25
  money. And so a lot of it comes down to
• 1:06:31
  just expertise. If you are the host, like your
• 1:06:33
  expertise, or if you're, you are the, the person on camera, it's
• 1:06:37
  your expertise, the ability to deliver a powerful opinion and
• 1:06:40
  teach or ask great questions. But then it's also team, teams
• 1:06:43
  expertise from the studio to the editor to the thumbnail to all.
• 1:06:47
  It's like it's teams expertise. And the, the higher up you go,
• 1:06:52
  the more expensive everything serves the cost, especially
• 1:06:54
  Polish is your brand, right? So like what?
• 1:06:57
  What's the ultimate version of Polish?
• 1:07:00
  Like you're doing it on an airplane, on the private jet,
• 1:07:03
  you're doing it from private resorts, you're doing it from
• 1:07:06
  wherever, super fancy places with insane backgrounds.
• 1:07:09
  You're showing people a life that could be, right?
• 1:07:12
  Not living in the world that is, but in the world that could be.
• 1:07:15
  But that now cost insane amounts of money to do it.
• 1:07:18
  So there's no way anybody would do it unless you are just crazy
• 1:07:23
  independently wealthy like some of the people I've helped,
• 1:07:26
  right? But that's still like it just I
• 1:07:28
  default to bootstrap, no money. How do we grind that way
• 1:07:32
  through? Because that's what I did.
• 1:07:33
  But some people it's like, no, no, no, I I like I'm they're a
• 1:07:37
  billionaire. Why do I grow?
• 1:07:38
  It's like, oh, OK, dropping $3,000,000 on a whatever is
• 1:07:41
  nothing like, oh, OK, that's a different world.
• 1:07:43
  I'm not used to it. So that was a shock for me
• 1:07:45
  getting into some of those spaces.
• 1:07:47
  But for the most part, I don't think that's most of the people
• 1:07:49
  watching. It's like, how do you, how do
• 1:07:51
  you grind your way up? OK, so how do we make money
• 1:07:53
  doing it? And if you're waiting for
• 1:07:55
  Adsense to turn on, it's just such a long path to make that
• 1:07:59
  happen that I want to find ways for people to make money from
• 1:08:03
  their content faster so they can build team and go change the
• 1:08:06
  world. Yeah.
• 1:08:07
  What? When can you start getting paid
• 1:08:10
  ads on YouTube? There's two different.
• 1:08:12
  Ways I might mess up the numbers, I think you need to
• 1:08:15
  have there's a subscriber number and there's a watch hour.
• 1:08:19
  I think it's 1000 subscribers and 4000 watch hours in the last
• 1:08:23
  year. Usually the watch hours is
• 1:08:25
  harder to hit. Like 1000 subscribers isn't that
• 1:08:28
  hard to hit. I mean, it's still a number.
• 1:08:30
  The, the, you know, the first thousand, the hardest thousand.
• 1:08:33
  But the, the watch hours is what usually kills people, especially
• 1:08:35
  when they have short 5 minute videos or whatever.
• 1:08:37
  Just so hard. You're waiting so long to get
• 1:08:40
  the 4000 watch hours and it's not 4000.
• 1:08:44
  It's, you know, something close. But then whatever Adsense turns
• 1:08:47
  on and you're making 3 bucks a month.
• 1:08:49
  It's like, it's not that it's, Oh my God, I'm rich now.
• 1:08:51
  It, it, this is often, I mean, it's nice that you're making
• 1:08:55
  something, but it's such a long road to be able to make money,
• 1:09:00
  especially when the content isn't very long, that it just
• 1:09:04
  you, you have to be thinking millions.
• 1:09:06
  If you're not getting millions and millions of views, you don't
• 1:09:09
  really have an advertising business.
• 1:09:12
  So that can be an ambition, which is great.
• 1:09:14
  I think everybody should have that ambition if it's in them.
• 1:09:18
  But if you were waiting till that till then to make money,
• 1:09:21
  you have to be independently wealthy or or we need to find
• 1:09:23
  ways to make money in our in our business.
• 1:09:27
  Yeah. How do you feel about inserting?
• 1:09:29
  Your own little commercials throughout YouTube.
• 1:09:32
  I was advised to do that like 22nd commercials to test them to
• 1:09:36
  see how your audience reacts to start making money of like, hey,
• 1:09:40
  if you enjoy this video, blah blah blah.
• 1:09:42
  You know, if you're a borrower looking to finance your next fix
• 1:09:44
  and flip the link below to click the link below to apply to my to
• 1:09:49
  get a loan or something like that.
• 1:09:50
  And so he said to insert these little videos or like, hey, if
• 1:09:53
  you're interested in being a private lender, but don't know
• 1:09:55
  where to start, click the link below and I'll help you out.
• 1:09:57
  And then starting to test because he told me it was it was
• 1:10:01
  pace Morby, actually. And he's like, you know, people
• 1:10:03
  are coming into the store, Hannah, but you're not selling
• 1:10:05
  anything. And so they're going to go buy
• 1:10:06
  from somebody else. And so it would be advantageous
• 1:10:09
  to start generating revenue from the content you're putting out.
• 1:10:12
  And you could start by putting little ads in your own videos to
• 1:10:17
  start seeing where you're getting bites and traction,
• 1:10:18
  things like that. Yeah, that's a solid.
• 1:10:21
  B minus plan to make it better. You date before you get married
• 1:10:26
  and so you capture their e-mail address because what you're
• 1:10:29
  hoping is somebody will watch the video and then just call you
• 1:10:32
  and want to and want to work with you.
• 1:10:34
  And some people will, but it's a tiny percentage of people who
• 1:10:37
  actually just want to go from video to I want to work with her
• 1:10:41
  versus if you had their e-mail address.
• 1:10:43
  Then you can continue to give value and also promote whatever
• 1:10:49
  it is that you want to promote for however long you're an
• 1:10:51
  e-mail address. So it's better than 0, like it's
• 1:10:55
  a solid B minus plan to make it better.
• 1:10:58
  You offer a guide, a bonus, a download, something that relates
• 1:11:03
  to the thing that you ultimately hopefully will sell for a long
• 1:11:06
  time. There's a link that's free in
• 1:11:08
  the description below. They fill that out in exchange
• 1:11:10
  for their e-mail address. Now you have their e-mail
• 1:11:13
  address. You know who they are because
• 1:11:15
  that way you only know who they are when they're calling you.
• 1:11:17
  It's going to be a tiny percentage.
• 1:11:19
  If you can now build up your list of thousands of people, 10s
• 1:11:21
  of thousands of people, 100 thousands of people, then they
• 1:11:24
  can buy that thing plus a bunch of other things.
• 1:11:28
  Because you're going to have lots of things that you're going
• 1:11:30
  to create and release when you are launching your book or
• 1:11:33
  whatever else. You have a list of people to
• 1:11:35
  send to when you know you're approaching a publisher.
• 1:11:39
  Having an e-mail list is amazing, right?
• 1:11:41
  And so it's, it's good to be thinking about.
• 1:11:44
  I love the idea. The execution could be a lot
• 1:11:47
  better. OK, yeah, I'm.
• 1:11:49
  Working on creating that guide to put the e-mail list or the
• 1:11:53
  the link to gather emails and whatnot.
• 1:11:55
  And you know, I just didn't come from marketing.
• 1:11:57
  I was always referral based. But now to build what I'm going
• 1:12:00
  to build like now I'm learning all the ads.
• 1:12:02
  So make it as easy as. Possible.
• 1:12:04
  Like it could be a bonus video that's just a private video.
• 1:12:08
  That's an unlisted video. Yeah, that they get when when
• 1:12:11
  they give you your e-mail address.
• 1:12:13
  So what? What would be if it's for people
• 1:12:15
  who want to potentially borrow money, What would an interesting
• 1:12:19
  video be? A topic forgetting how we've
• 1:12:21
  delivered video or PDF, whatever.
• 1:12:23
  Like what would it be? What would the thing be like?
• 1:12:25
  7 steps to what? Yeah, to investing in real.
• 1:12:27
  Estate 7 steps to investing. In real estate, yeah.
• 1:12:31
  How to? How to flip a?
• 1:12:32
  Commercial property OK or a residential?
• 1:12:34
  Property so could you come? Up with a bullet list.
• 1:12:36
  Of five to 10 things that people care about, great How to find
• 1:12:40
  deals. Perfect, but.
• 1:12:42
  So you can just put that on a sticky note and then just stick
• 1:12:47
  around here for another 20 minutes after whatever and just
• 1:12:50
  go through those points. That video doesn't have to be
• 1:12:53
  perfect intro because they're coming from an e-mail.
• 1:12:57
  They're not. We're not trying to rank in
• 1:12:58
  YouTube for this video. So I was like, hey, thank you so
• 1:13:01
  much for clicking the link. You want to know about how to
• 1:13:03
  buy real estate? I'm going to share with you the
• 1:13:05
  seven biggest secrets to winning and then and the pitfalls that
• 1:13:08
  most people make. I don't know how long it would
• 1:13:10
  take you to come up with a list of what the seven things are.
• 1:13:12
  Not long. Yeah.
• 1:13:14
  OK, so if it takes you. 7 minutes to come up with a list
• 1:13:18
  of seven things I don't know. And then how long would it take
• 1:13:20
  like you could, if you're good at what you do, you could just
• 1:13:23
  talk to it like the problem with the PDF for most people is then
• 1:13:28
  well has to has to be designed well.
• 1:13:30
  It's got to have the right look and feel and the fonts and it's
• 1:13:34
  it's work. That may not be your skill set
• 1:13:36
  if you're not a designer, but for you to make a video, if it
• 1:13:40
  takes you 5 minutes to come up with what the seven things are
• 1:13:42
  and 20 minutes to record it, you 25 minutes away from having your
• 1:13:45
  free bonus. Like it's not if the hardest
• 1:13:50
  part is the knowledge to get to to get to the point where you
• 1:13:53
  can just churn that out in in 25 minutes.
• 1:13:56
  It's because you had years of experience in all of the
• 1:13:59
  failures to get to where you're at.
• 1:14:01
  So it could just be a video. Doesn't have to be a fancy
• 1:14:04
  landing page e-mail with like huge quiz and questionnaire and
• 1:14:10
  giant funnel and sequence and PD FS or anything.
• 1:14:14
  It'd just be you. Here's a video, which is
• 1:14:16
  incredibly valuable. Yeah, I like that idea.
• 1:14:18
  I have the. Knowledge that that part's easy,
• 1:14:20
  so you're 25 minutes away from having what you.
• 1:14:22
  Need. OK, All right.
• 1:14:25
  I know we have to wrap. Up and so I'm going to ask you a
• 1:14:28
  few just viral questions viral questions no rapid fire rapid
• 1:14:33
  fire yeah so they're. Not long answers quick.
• 1:14:36
  So I don't know if I can do this.
• 1:14:37
  We'll try. Let's see.
• 1:14:38
  What do I wanna ask? I gotta.
• 1:14:39
  Believe more. Yeah.
• 1:14:41
  OK, if you had to start today with 0 followers, what's the
• 1:14:44
  first thing you do to grow an audience fast?
• 1:14:45
  And subscribe to Hannah Hammond. Right.
• 1:14:47
  You're gonna hear all these experts talking about things.
• 1:14:49
  Yeah, Next. That's your answer.
• 1:14:52
  You said fast. I know.
• 1:14:53
  What would you do? Really.
• 1:14:54
  You're bringing on people, you're bringing on these.
• 1:14:56
  Experts. I, I would, I would find
• 1:14:58
  experts. OK, I would learn like what did
• 1:15:00
  you say? The biggest the biggest missing
• 1:15:01
  piece is is expertise, mentorship.
• 1:15:05
  Find a good mentor. The best teachers are.
• 1:15:07
  On YouTube, the best. Teachers are not in school.
• 1:15:08
  The best teachers are on YouTube.
• 1:15:10
  YouTube University. It's where I.
• 1:15:11
  Learned everything I know. Yeah.
• 1:15:12
  And just but Hannah Hammond, First of all, I.
• 1:15:14
  Think I think that matters. What's the biggest mistake,
• 1:15:17
  entrepreneurs? Make when trying to build a
• 1:15:18
  personal brand, they don't know how to make money.
• 1:15:21
  If you could only focus on one platform.
• 1:15:22
  To grow your business right now, which one would it be and why,
• 1:15:24
  Hannah? Do you think do you think
• 1:15:29
  YouTube will? Be the leader in all social
• 1:15:32
  media forever. I don't think YouTube is OK.
• 1:15:34
  First off, there's nothing forever.
• 1:15:36
  I don't think YouTube is social media or social platforms.
• 1:15:40
  I don't. Think it's a social platform?
• 1:15:42
  Like that platforms. It's a content.
• 1:15:44
  Platform, it's just different. It's not social.
• 1:15:46
  YouTube is not social. There's nothing social about
• 1:15:49
  YouTube. Like it's barely, it barely has
• 1:15:52
  comments, but if somebody was going to put the.
• 1:15:55
  Time and effort and energy into TikTok Instagram, those channels
• 1:15:59
  versus YouTube and they only had the money and the resources to
• 1:16:02
  do one what are we trying to accomplish it's.
• 1:16:04
  Like a yeah make. Money.
• 1:16:06
  Ultimately, yeah. Then it has to be YouTube.
• 1:16:07
  It has to be. YouTube, Yeah, yeah, yeah,
• 1:16:08
  that's not even close. But it depends on the goal,
• 1:16:11
  right? I, I, I'm not.
• 1:16:13
  I mean, I have a million and a half followers on TikTok and you
• 1:16:16
  know, we can make short form content.
• 1:16:17
  It's awesome. What are we trying to
• 1:16:19
  accomplish? If you're trying to make money,
• 1:16:20
  though, it's not even close. It has to be YouTube for now,
• 1:16:23
  but it's not forever. You think something will replace
• 1:16:25
  it of? Course.
• 1:16:26
  Is it out yet? There's been YouTube killers.
• 1:16:28
  Forever. Like IGTV was supposed to be the
• 1:16:31
  YouTube killer. I'm so.
• 1:16:33
  Excited it was Instagram. TV Instagram long form.
• 1:16:36
  You just don't go to Instagram to consume 40 minute videos.
• 1:16:39
  It's just not the culture of Instagram.
• 1:16:43
  So there's been all of these. I don't know if it'll be it, it
• 1:16:46
  might need a new technology change.
• 1:16:48
  Like it might be whoever allows you to beam into somebody's
• 1:16:51
  living room and it's like holograms.
• 1:16:54
  It might be a whole new technology that we then lean
• 1:16:57
  into. I don't know.
• 1:16:58
  I, I don't like, I don't see anything anywhere close on the
• 1:17:01
  horizon. Like YouTube is is the place if
• 1:17:05
  you want to make money with content, well then it's you 2.
• 1:17:09
  All right, last question. All right.
• 1:17:12
  What if you could give any piece of advice to your younger self?
• 1:17:14
  What would it be? Believe.
• 1:17:16
  Believe more. Believe anything's possible?
• 1:17:19
  Believe yeah and it's. Like if we look back, you look
• 1:17:22
  at you look at your story, what you've been through and Hawaii
• 1:17:26
  and like everything that you've gone through, you look at Hannah
• 1:17:29
  from 8 years ago and you look at Hannah now.
• 1:17:33
  The Hannah from 8 years ago is like, what you've done is not
• 1:17:35
  possible. Yeah, it's not possible.
• 1:17:37
  She would say. It's not possible.
• 1:17:38
  Like it. There's no way.
• 1:17:39
  There's no world that I could do that, right?
• 1:17:43
  There's no way. And you've done it.
• 1:17:45
  I was suicidal. Eight years.
• 1:17:46
  Ago. That's what I'm saying, yeah.
• 1:17:49
  Yeah, what you've done is already.
• 1:17:51
  Impossible to you, right? So I think the biggest problem
• 1:17:56
  in the world is just lack of belief.
• 1:17:57
  I imagine what you can do in another eight years.
• 1:18:00
  Like if we're already an impossibility to our younger
• 1:18:02
  selves, imagine what else we can do in this world.
• 1:18:06
  And that's the point of what you're trying to do with the
• 1:18:07
  show, right? It's like create these
• 1:18:09
  inspirational moments to help people realize that they they
• 1:18:12
  can live in the world of possibilities instead of a world
• 1:18:15
  that is. So I think lack of belief is the
• 1:18:17
  world's number one problem when they wake up every day trying to
• 1:18:19
  solve it.