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Unleashing YouTube Success for Mortgage & Real Estate Professionals · Mortgage Marketing Radio

• 0:00
  Hey, what's up, everybody? Welcome to the mortgage market radio podcast. Glad you're tuning
• 0:13
  in. Hey, by the way, are you enjoying our new intro music? I hope you like it. It's
• 0:18
  created by my son, Jackson. What's up, Jackson? That's cool vibe, right? So, hey, if you're
• 0:25
  doing a podcast and you want a music intro outro, let me know DM me because I know where to get one.
• 0:32
  So before we get into this week's episode, I want to, of course, bring you another success story
• 0:36
  from the streets featuring one of our my Asian class members. Shout out again to one of our most
• 0:41
  active, consistent members, Carmella, who recently posted in our private Facebook group that she
• 0:47
  just hosted our class called master, the market. And she partnered up with a local realtor and put
• 0:56
  on this class 20 people registered, but get this 32 showed up. What? More than registered showed up,
• 1:05
  that's right. It's amazing what happens when you put good information out there, team up with
• 1:12
  other partners that can help you collaborate, create a personal brand for yourself that attracts
• 1:17
  and not chases. People want to do business with you. People start talking just like Carmella.
• 1:24
  Carmella goes on to say that the experience in this class, meaning the collective experience of
• 1:29
  the agents in the room, equal to 100 years experience in real estate. Now, be careful. Don't
• 1:35
  hear that and think, oh, that's just a bunch of old people. I would actually ask you to characterize
• 1:40
  the people who attended that class as experienced. So isn't that part of the goal to get in front of
• 1:46
  agents who are actually have some tenure, have some business, have some experience and some maturity
• 1:55
  because those are the ones you want to attach your wagon to right in most cases. So shout out to
• 1:58
  you, Carmella, for you get the consistency award and just an amazing job. And again, whenever I
• 2:05
  present these success stories, hopefully you're causing and asking yourself, by what means would
• 2:11
  you get in front of 20 or 30 real estate agents? How would you do that? Would you do it by cold calling?
• 2:20
  Would you do it by social media? I mean physically in person, get in front of real estate agents
• 2:26
  and position yourself not as a solicitor and vendor, but as a partner and appear.
• 2:31
  Therefore, increasing trust, reducing resistance, accelerating the conversations that lead to
• 2:39
  referrals. Folks, that's what we do at mind and classes. Maybe it's for you. Here's how you learn
• 2:44
  more. Go to mortgagemarketing.pro. What could call with me? I'll show you the whole platform. We'll
• 2:49
  dig into your business a little bit. We'll see if it's the right fit for you. We'll share some of
• 2:52
  our success stories. Mortgagemarketing.pro. That's how you can check it out. Okay, my special guest
• 2:58
  for this week is Sean Kennell. Sean Kennell is a YouTuber international speaker and coach that
• 3:03
  helps you and me entrepreneurs build your influence and income with online video. Sean's YouTube
• 3:09
  channels have over one million subscribers. His videos have been viewed over 100 million times
• 3:14
  and he's been featured in the 20 must watch YouTube channels that will change your business by Forbes
• 3:20
  magazine. Sean lives part time in the same city and area that I do of Vegas. And we sat down recently
• 3:27
  at his studio and we unpacked some amazing ideas, concept strategies to help you succeed if you
• 3:37
  are planning on going all in on YouTube. And I will say and Sean agreed with me that YouTube,
• 3:44
  right? If you look at all the different places to have your content, Instagram, etc. YouTube
• 3:50
  is harder. YouTube requires more work. YouTube requires more intentionality.
• 3:57
  Remember YouTube is a search engine. So if your goal is to continue to diversify and be more
• 4:02
  consumer direct to attract some of that consumer direct business and you want to attract and build
• 4:06
  your own leads and you are open to the fact that you are now a personal brand and want to create
• 4:14
  video, right? Purpose driven video, intentional video that people can search and find.
• 4:21
  Well, then this episode might be great for you because Sean really just gives us a crash course
• 4:26
  clinic on basically bottom line how to succeed on YouTube. So I think you're going to really
• 4:32
  enjoy this episode. You might want to listen to it twice. And if you are a mortgage professional
• 4:35
  listening to this and you got a real estate agent who is trying to grow their YouTube or you just
• 4:40
  want to pour into your real estate agents and say, Hey, I came across this podcast interview.
• 4:44
  It's all about YouTube. It's relevant for real estate agents as well. Feel free to share that with
• 4:48
  them. Make sure you also check out some of the links in the show notes for Sean's book, Sean's
• 4:52
  podcast and some free courses. He's gotten things like that. So without further ado, let's get into
• 4:57
  this week's show. Sean, welcome to the show. Thank you so much for having me fired up to be hanging
• 5:02
  out with you. Thank you so much, really. I'm really pleased that we have the opportunity to do this.
• 5:05
  It's about what three plus months in the making. So I have to say I've got to be totally
• 5:09
  transparent to say when I do interviews and I've done now over 300 of them, sometimes I get a
• 5:15
  little bit nervous before the interview. And this is one of those. And the reason why is because
• 5:19
  I've been following you for quite a while. I think I told you before I was at your very first,
• 5:24
  influence video influencer grow event over the Red Rock here in Vegas. And like whenever I
• 5:30
  have an opportunity to meet somebody who is I think doing an amazing job out there, I want to
• 5:35
  make sure I'm doing a really good job on the time we've got together. So I'm grateful for that
• 5:39
  opportunity. Well, I appreciate the kind of words so much, but you know, I'm pumped to just relax
• 5:44
  and as much value as possible. All right, let's relax. Let's get into it. First of all, author,
• 5:49
  co-author of YouTube secrets. One of the things I wanted to highlight in this book is I was going
• 5:53
  through this last night and preparing for this is I wanted to start with this right here, which is
• 5:59
  and I think the reason why is because I think this is one of the areas of challenge for most people.
• 6:03
  You talk about the three P's in this book, which is passion, proficiency, and profit.
• 6:10
  And I wanted to perhaps open up with that because, you know, obviously you've talked a lot of
• 6:14
  people about succeeding on YouTube, but this is often I find the wall that they need to get over.
• 6:19
  So maybe you'd want to unpack that to start. Yeah, I think one of the things that people
• 6:23
  struggle with is finding man, is YouTube too crowded? Am I going to be able to stand out? How do I find
• 6:29
  my thing? How do I make myself different? And also, how do I find my path of not just views?
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  Because that could just be a vanity metric. How do I find my path of actual impact, my greatest
• 6:40
  impact, greatest income? And so the three P's are like a stacking formula to say, okay, what should
• 6:47
  my YouTube channel really be about? Now, maybe your community is clear. They want to get transactions
• 6:52
  and, you know, refinances and attract local business or international business and exchange
• 6:57
  leads. Maybe it's clear what you want to do, but there's so much opportunity on YouTube
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  at the intersection of the three P's. Number one, what am I passionate about? You could ask
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  you could write down like five to ten things you're passionate about, brainstorm like a
• 7:11
  mind map, and I might write down snowboarding, guitar, video, marketing, business. But then you
• 7:20
  need to run it through with as little emotion as possible or no emotion, the proficiency test next.
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  Okay, out of those things, which ones am I most proficient at? Now, one of the things that
• 7:32
  holds people back is they're like, well, I'm not an expert. But if you are just one or two or three
• 7:37
  steps ahead of others, you can help them. So which one do you have the most proficiency at? So,
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  like, I'm a pretty good snowboarder, but like, I'm not doing any big tricks or whatever. I'm not,
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  you know, I'm not an expert in snow or whatever. I kind of played guitar, but I'm not graded
• 7:52
  guitar, nor would I probably be able to teach it. Then I was like, video, okay, I've been doing
• 7:56
  video for 20 years, 16 now. There's a proficiency in an experience. What are you curious about?
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  What do you love to research? What keeps you fascinated? That'd be the proficiency. But then the
• 8:06
  final test is profit. And that would actually be asking which one has the most financial sense?
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  Which one out of my list now has the most practical path to having a sustainable
• 8:22
  business reaching your goals? Because we should start with the end in mind. What is it we're
• 8:25
  trying to achieve? What are we trying to build? And in geeky business terms, I could also be like
• 8:30
  the tam. What's the total addressable market of these things? Is it going to be growing or shrinking?
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  If I wrote down on the list that I'm passionate about printers or rather Xerox machines when
• 8:43
  those started to go away and it was more about facts than it was all digital, you don't really
• 8:48
  want to be going into an industry that's maybe shrinking. And so the superpower is to then overlap
• 8:55
  passion, proficiency and profit. And this could also give you clarity on launching a new business.
• 9:00
  I mean, you could use these three piece for anything. Where's that sweet spot? And that's going to
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  be your place of greatest strength on YouTube. And so for some listening to this, again, you have
• 9:08
  like that direct business result you want to get. But I think people are underestimating the
• 9:14
  opportunity for them to take maybe a hobby or a passion, something else they've wanted to do.
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  Maybe you've wanted to be a speaker. You're into personal development. You're in the health.
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  You're into biohacking. You're into crypto or something. You might start a side hustle,
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  meaning your YouTube channel is kind of a personal brand or a separate business you build.
• 9:31
  And when you start understanding how much money there is in the creator economy and how much
• 9:35
  opportunity there is to launch maybe something new, this could be a re-advention for somebody
• 9:40
  listening to this at the intersection of passion, proficiency and profit. Yeah, that's an
• 9:45
  interesting segue into so one of my friends that I've got brought up here on the YouTube channel
• 9:50
  is Kyle Seagraves. And he has a channel called Win the House You Love. And interviewed Kyle a
• 9:55
  couple of years ago. And so he's not crushing it, right? In terms of like comparing to someone
• 10:00
  like yourself, right? With two plus million subs, a hundred million views. He's got
• 10:05
  165,000 subscribers, only 388 videos. Me make it a disclaimer though. I pulled up his channel on my
• 10:13
  phone. Yeah, crushing it is such a relative term, right? Especially because you need to assess
• 10:19
  each niche topic category based on competitors in that same niche as opposed to something else.
• 10:26
  Because the broad appeal of affordable home loans that will match your budget, like people
• 10:31
  going after home loans versus big tech like MKBHD talking about iPhones and Samsung galaxies,
• 10:39
  who's that relevant to the entire world? Exactly. And you go even bigger, maybe celebrity or
• 10:45
  trending culture or you go Mr. B style entertainment content. Of course, do respect is to all these
• 10:53
  larger channels. But I think the bigger question is like, what's the largest mortgage kind of
• 11:00
  loan education channel that is going to give you a greater clarity and accuracy of how well
• 11:07
  you're doing? So I would actually, I mean, with 165,000, he's probably close to the top actually
• 11:12
  of the low industry, the addressable audience. Yeah, as far as people get better,
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  going to be subscribing to channels of that information. I think we were just talking about
• 11:21
  real estate in general on a more macro level. I asked somebody else who's like, how do I get to
• 11:25
  a million subscribers? I said, who's even Adam million subscribers? Chris Crohn's almost there.
• 11:31
  Grant is much larger, but he also is much broader, marketing, sales, not just real estate. And
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  they're like, oh, bigger pockets. And you're like, okay, well, that's 10 years in a team.
• 11:40
  Right. So it's a good point though, but there's nobody with 10 million.
• 11:43
  Right. Nobody with five. So you so crushing it, I think, is very important to
• 11:48
  measure based on the right metrics, maybe comparing to examples in your niche. And then of
• 11:53
  course, being inspired because what's possible, you can very well become maybe the number one,
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  the top one percent, top five percent by learning from adjacent industries and trending YouTube
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  videos and perhaps crafting something that punches above your total addressable market.
• 12:09
  Yeah, I think I'd like to maybe double click on figuring out your content,
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  niche or focus, right? Because, I mean, let's just say, so let's take my audience, mostly mortgage
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  originators, mortgage professionals Kyle here as one of our examples. And finance, you know,
• 12:28
  seems boring, right? I mean, mortgage rates, right? All that, not very exciting, not very sexy,
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  no cool equipment or phones to show off. But it's funny, as I was looking at who appears to be
• 12:39
  successful and by appears to be successful, I actually know from interviewing a couple of people
• 12:44
  who will probably use his examples is I know what's what they're generating for business
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  from their YouTube channel. And it's wildly successful. You know, so you don't need to your
• 12:55
  point, like millions of subscribers. But I think part of, again, let's go back to that, you know,
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  the passion and identifying how you're going to show up. How important or how relevant is
• 13:07
  production value, production quality, because case in point, if you look at Kyle's examples,
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  he does a lot of teaching to screen. And it's not just the talking head to the camera. It's,
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  he's got the side view with the, with the iPad and, you know, the whole visual elements that go
• 13:21
  with that. So how much of that do you think plays into building that subscriber base,
• 13:27
  getting people to come back, engagement, view watch, you know, view time, all that stuff?
• 13:31
  Well, Kyle's videos look beautiful. But he's the most recent one. He's got that depth of field,
• 13:36
  nice background behind them, probably a nice focal length on the lens he's using that gives
• 13:42
  his proportions. He's got the great mic audio sounding good. And then writing on the iPad with
• 13:47
  a split screen, what he's doing is incredibly crispy. And, and so I think there's a couple things
• 13:53
  that want people to hear. Number one, it would be incredibly discouraging, probably first and
• 13:56
  foremost to think about. I already don't understand tech. I'm overwhelmed by it. I wouldn't even
• 14:00
  know where to start. Let alone how to set it up. Or maybe I don't have the budget to spend one to
• 14:06
  $10,000 on getting gear to set all this up. I think it would be an excuse that I don't accept
• 14:14
  for someone to say they can't get started because of technology. I think it's about the
• 14:22
  content value, not the production value. And if somebody, everybody listening to this already
• 14:27
  meets with clients on Zoom, has a webcam. Perhaps could get a USB mic. For $100, you could get
• 14:34
  a $30 USB mic off Amazon with a boom arm kind of similar to this. You could get actually a $40
• 14:40
  $50 webcam by anchor, which is 2K resolution, slightly bigger than 1080p. You could get a light source
• 14:48
  for another 50 bucks. So let's say for $150, you could create a teaching setup at your desk. You
• 14:56
  could clean up the space behind you at your home office, your main office. If it's really messy
• 15:01
  back there and even that's an excuse, you could get like a curtain or you could get kind of like those
• 15:07
  folding wardrobe doors. Everything is figure outable and solvable. You can level up. You can be more
• 15:15
  pro. You can turn pro. You can take this seriously and you don't need a huge budget to do it.
• 15:23
  It's really going to be more about the strategy and then the value you add. Because the question
• 15:28
  we're asking is, are you solving problems for people that are confused? Are you bringing clarity
• 15:33
  where people are uncertain about which loan product they might qualify for? Are you bringing good
• 15:38
  research information? Are you spending 5, 10, 15, 20 hours in research and then distilling that
• 15:44
  down into 5 and 10 minutes? That's the value. People can, people can tell when people are faking it
• 15:50
  and they can tell when people did their work. They can say, wow, I don't have to read financial
• 15:55
  articles for 20 hours. You just distilled that down into 8 minutes. There's a personal finance
• 16:00
  YouTuber named Graham Stefan. Another one, both here in Vegas, Andre Jic, who are kind of renowned
• 16:07
  for that. They'll put 10, 20, 30, 35, 38 hours of reading about it all and the consolidation of all
• 16:15
  the different experts and information and articles and some articles they pay for, some
• 16:20
  financial resources that you subscribe to for 200 bucks a year or whatever. They distilled all
• 16:26
  this information down into bite-sized, digestible, 8 minutes, 9 minutes, 12 minutes, well edited.
• 16:34
  Sure, there's some of the production value, but what's the value there? You're saving me time.
• 16:38
  Yeah. The world's busy. You're helping me. So everybody listening to this has zero excuses
• 16:43
  for getting started and figuring out a way to start creating content. That was a long
• 16:48
  road around the mountain to get to my answer, though, of what Kyle's doing. I think the power,
• 16:52
  though, of improving your production value is human beings have always remained the same. We do
• 16:58
  judge books by their cover. And if we're going to trust people with big money in a couple hundred
• 17:03
  grand or a million dollars, you know, when it comes to alone or purchasing a house, that's there's
• 17:09
  a reason why agents and loan officers try to dress nice or dress professional. I mean, again,
• 17:15
  it's just like, am I going to trust this guy? I know things in culture today is a little bit more
• 17:19
  relaxed and the vibe is a little bit different. But if you roll out of bed and you're pajamas and
• 17:25
  you got holes in your shirt and you haven't really shaved and you're like, you meet with a client
• 17:30
  in person, they'll be like, this is a little concerned, even on Zoom. They're like, okay,
• 17:34
  well, I have to trust you to be a professional. And so when I see Kyle, I would say it's not just
• 17:40
  conscious, but even unconscious. Production value is an accelerator of trust, whether you deserve it
• 17:48
  or not. Yeah. And the other thing you alluded to in there with your example with Graham is preparation
• 17:53
  is also, in my mind, production value, right? Because to your point, it's like, if you show up prepared
• 17:58
  and you've got all the, it's obviously if you've prepared with the quality and breadth and depth
• 18:03
  of your understanding of the information you're trying to share. And I guess going back to,
• 18:09
  as I'm thinking of like, how do I better serve my audience who are like struggling or want to
• 18:13
  get on YouTube and succeed? I think that's also a barrier for people is, oh my gosh, you know,
• 18:19
  I've got a really, really prepared this video and it might take three hours, six hours,
• 18:24
  10 hours. And I think also probably, you know, if I was being totally honest as well, like for me,
• 18:28
  that's a little bit of a stumbling block too. Like to think like, oh my gosh, I need to,
• 18:33
  this is, I think the, the world we're living in. Here I am. Here's what I can do. Just
• 18:38
  grab a phone and go, which is probably, you tell me, more acceptable, like on Instagram with
• 18:45
  reels and things like that versus YouTube's, let's put it this way, YouTube's to me, forgive
• 18:52
  the simplification, but seems to be a lot more work. Is that accurate? Oh, totally is more work.
• 18:57
  That's why there's also a lot of opportunity because opportunity is missed by most people
• 19:02
  because it's trusted overalls and it looks like we're right. And so a lot of people are going to go
• 19:07
  for the quick views that reels will give you, that Instagram reels, Facebook reels,
• 19:12
  even TikTok. And by all means, if you're also posting vertical video on Instagram,
• 19:18
  it's starting conversations and deals are happening in your DMs and you're saying, well, I don't
• 19:23
  want to do the work. Instagram's working good enough for me. Well, then good. Then you do whatever
• 19:27
  you want. You're listening to this and that's working. But then let's look at the alternative side.
• 19:32
  I don't have enough leads, business transactions happening right now. Let's look at the slowdown
• 19:37
  that could continue. There's always going to be people thriving in any economy in any rate situation
• 19:44
  and in any environment. But the bottom 50, the bottom 60, 70, 80% of officers might get wiped out.
• 19:52
  How do you become anti-fragile and protect yourself, build a personal brand, commit to online
• 19:57
  video. And maybe Instagram's good enough today. But algorithm change change change all the time.
• 20:02
  Maybe you're investing in YouTube, but you don't see a lot of fruit there for a while. But then
• 20:05
  it's a year and a half from now and things flip back. Fortunately, always favors the bold and
• 20:10
  the action takers and those that are positioning themselves and are planting the seeds today
• 20:16
  for the harvest they want to reap tomorrow. And so I think that on YouTube,
• 20:22
  what you also broke down, I feel the tension. So meaning you're already super busy.
• 20:28
  All you have is a phone. You're saying is that good enough to kind of just maybe I would encourage
• 20:33
  everybody listening to this. You know a lot more without research. You know enough because I hope
• 20:38
  you do or else you suck at your job because you know what's happening on your team. You should
• 20:44
  be at least two steps ahead of your consumers. You should know what's happening right now. You'd be
• 20:48
  able to give some thoughtful advice or context because that's what you're already doing. And if you so
• 20:54
  so the tension is I absolutely would encourage people to start just with their phone with vertical
• 20:59
  video and that will be fine for YouTube on YouTube shorts. Because it's better than nothing. And the
• 21:06
  opportunity to just film 60 seconds or less really easily add captions. I also think that's a good
• 21:13
  practice because it forces you to practice by committing to do that say daily just like hey quick
• 21:18
  thought of the day tip of the day update of the day market update of the day here's a recap of what
• 21:23
  you know just happen with the Fed. Doing that builds the muscle to prepare you for who you need to
• 21:29
  be tomorrow for all the business that's going to be coming your way and for the media company that
• 21:33
  you're building in the midst of all this on the flip side. I get there's a big golf between
• 21:40
  Graham Stefan passive income lots of money coming in. It's his main focus so he can research
• 21:45
  for 40 you know like I don't even have the 40 hours the thing is it's up to you to be the architect
• 21:50
  to manage the middle between wherever you are and getting more time because when you start making
• 21:57
  all-time content researched 20 30 40 hours now you're rewarded and you edit it well with 100
• 22:04
  thousand 200 thousand 450 thousand views and I think what everybody listening to this needs to
• 22:10
  envision is what happens on the other side of that. Could you find the time if we five x to your
• 22:17
  business could we could you find the time if we ten extra business if it was no problem for you to
• 22:21
  afford someone to sit down and film with you and then an editor and to build a side team a media
• 22:28
  company that basically markets and promotes kind of your main company if you will. It's your
• 22:35
  job as an enterprising entrepreneur an entrepreneur to close that gap of course it's going to be hard
• 22:42
  and of course I mean I'm a CEO founder of our company team of about 30 dude I got a ton to do
• 22:49
  like I'm and I don't even and I don't even want to do it like I'm actually started as a creator
• 22:53
  the e-meth revisited book right I'm a technician that loved creating content I didn't love editing
• 23:00
  videos and so that's delicate but I still I can't outsource my research my networking my relationships
• 23:07
  my attending events my absorption of what's relevant of my continuous cultivation of mastery of my
• 23:15
  sharpening of the saw to develop my expertise I can't outsource any of that and my day to day might
• 23:21
  mean meetings hiring interviewing firing culture writing our vision document right now figuring
• 23:29
  different things as we get prepared for our all team meeting a lot of like just day to day op stuff
• 23:34
  so I'm putting my AirPods in and getting in my pushing my tuli double jogger with my three-year
• 23:42
  old and my one-year-old boy and going on a walk every morning and every night and listening to
• 23:47
  podcasts or an online course or an audio book after hours I might have to grout you know 40-50
• 23:53
  hours of operating my business and not making content as whereas that sounds when I'm a full-time
• 23:58
  content creator because I'm ultimately doing these other responsibilities so I could sit here
• 24:03
  and complain about it or I could suck it up buttercup and get to work and find the time like after
• 24:09
  you put the kids down and spend some time with your wife put in an extra hour or two of study
• 24:14
  and that's going to show up especially it's going to show up over the long haul because everything
• 24:18
  we just described is the extra mile that ninety five percent of people don't want to walk down
• 24:23
  that's where all the all the opportunity is well it's funny how you know when before we started
• 24:28
  recording I you know you and I had talked about this book right here on the table do the work
• 24:32
  and the whole concept of do the work is the resistance and breaking through the resistance
• 24:36
  and we're all going to face that resistance right which kind of makes me curious about another
• 24:41
  thing you talk about is intent and I've heard you talk about that with starting a YouTube channel
• 24:46
  and um maybe let's unpack that a little bit before you answer that though let me kind of bring
• 24:51
  it back dotted line to Kyle because to to what you said earlier which is like you know you don't
• 24:56
  know what the future is going to bring this is kind of related to intent but I know in Kyle's case
• 25:00
  specifically you know he started out creating right wasn't sure what was going to happen um so
• 25:05
  he just creates and he's serving he's showing up to serve and he's taking his his unique uh
• 25:10
  superpower if you will which was to take complex ideas of like financing and mortgage and all the
• 25:15
  different FHA you name a lot of people have questions and confusion about that so what he does is
• 25:19
  does a great job of teaching that right now not not everybody can do a great job with that but
• 25:23
  everybody has I think their own unique you know call it super power whatever you want in terms of
• 25:28
  how they're going to show up and add value to the community Kyle's case it gets so successful for him
• 25:33
  in terms of leads and inquiries and people wanting to finance he can't even handle the volume
• 25:38
  anymore now what he's built is this national lead distribution platform that people come to him
• 25:46
  and he has all the online forms and all that kind of jazz right of like you know fill out do the next
• 25:50
  step and now he's just like basically um has a whole separate uh business and income tied to just
• 25:57
  giving people qualified leads makes total sense and of course the power of YouTube if you start
• 26:02
  speaking to say the United States exactly that a lot of opportunity that'll happen outside of your
• 26:06
  state lines and uh it's very cool a lot so many different ways to monetize right and even more so
• 26:13
  because you could spin off into um building a personal brand and maybe writing a book or doing
• 26:18
  an event or starting to educate or or broadening the personal finance because probably most people
• 26:23
  listening to this are I think they underestimate their own genius yeah because the financial ignorance
• 26:31
  of the average person the average American is so staggering yes and you again you might
• 26:37
  say well there's already a lot of personal finance channels yeah there's also a lot of ignorance
• 26:40
  like and and your vibe attracts your tribe like your style or maybe the way you niche down
• 26:45
  and and your different philosophy there's a there's a thousand different philosophies and how do
• 26:49
  you know how to approach it so so anyways yeah like um it of course it when you're when you're
• 26:55
  stuck in it or you have it bend down this road you can't see how much opportunity is on the other
• 27:00
  side right on the horizon um I think part of it is oh leap of faith to say there's enough data
• 27:09
  and there's enough examples and there's this podcast that you're listening to right now and there's
• 27:13
  many other case studies that I could see so waiting for me on the other side of doing the work
• 27:18
  and gaining the skills is untold opportunities and it might I almost promise you it'll probably look
• 27:24
  different than you think sure a couple leads and some other things but you have no idea the other
• 27:27
  types of doors that will open on the other side of really taking content creation and YouTube
• 27:32
  seriously interesting all right so I think that's a good part one for we talked about when I like
• 27:37
  to characterize as like the art and science of YouTube all right so there's the art there's the
• 27:41
  kind of the passion the intent like what are you good at um and that's a process uh as you know
• 27:46
  you've got to you know kind of figure out and find your voice I think over time um but if you if we
• 27:51
  could let's get technical for a minute because I'm sure as you well know people ask you a lot of
• 27:55
  technical questions about YouTube one of them I got to give a shout out to to uh one of my favorite
• 27:59
  people Liz LaFour San Diego what's up Liz um she asked a question about the algorithm how I
• 28:07
  don't know I always like to like I'm gonna ask questions about the algorithm like do you ever get
• 28:11
  tired of these types of questions right actually I think I love these questions the algorithm is hard
• 28:15
  to explain so I try to make complex things simple we'll see how it goes okay cool her question was
• 28:19
  how long uh what's the time right that the algorithm takes to arrive at identifying what it likes
• 28:27
  so here's how youtube works youtube is not trying to find it's not trying to find viewers for your
• 28:41
  videos the algorithm is trying to find videos that will satisfy viewers on the platform so
• 28:51
  what youtube is doing is how videos are suggested is a combination of the performance of the video
• 29:00
  itself if people click on the title thumbnail they click on it and then how long they watch it
• 29:06
  and users previous search history and behavior and their current behavior on the platform as we
• 29:15
  add these things up it might start turning out some light bulbs another way to think about the
• 29:19
  algorithm is is to answer this question what's on your homepage when you open up youtube on your
• 29:29
  at phone on your computer what are we gonna see on your homepage when we open up your boyfriend
• 29:35
  or your girlfriend's youtube what are we gonna stand there homepage it's probably something sketchy
• 29:39
  someone's listening to this like I don't know because what is what is the homepage now if you go
• 29:44
  to an Airbnb and you open up a smart TV and it's not even logged in what's on the homepage it's the
• 29:52
  last types of stuff that that person was watching right that search history that's that's the
• 29:58
  that's the viewer raising their hand and this is why it's not just about random
• 30:05
  videos of cats or ran unless that's what people are clicking on a watching or just the biggest
• 30:10
  creators or the most entertaining stuff weird obscure niche hobbies topics fitness things
• 30:20
  diets music is all over the platform and so what youtube is trying to to do is to sell K based on
• 30:27
  our assessment of different types of viewers what is their watch history what kind of contact do they
• 30:33
  ex consume and then what it wants to do is recommend and get videos in front of them that have
• 30:39
  also been proven to be clicked on and watched with with a good click through rate and average
• 30:44
  view duration and be put in front of those audiences before we go on what's on your homepage you
• 30:50
  will look well well yeah you could yeah well I know I already know so what's on my homepage quite
• 30:55
  honestly especially recently is a lot of music related stuff yeah and then probably I'm following
• 31:01
  other influencers and things like that yeah so music like from an entertainment standpoint like
• 31:05
  listening to music videos no more so watching live like concert you know films and streams things
• 31:12
  like like lately the sphere you two things like that yeah okay sphere you to yeah and you're
• 31:17
  probably getting a lot of Las Vegas fear stuff and recommended that you clicked on some Las Vegas
• 31:22
  fear stuff okay so that right there is exactly why when someone is also beginning to understand
• 31:29
  total addressable markets or understanding niches that travel channels on youtube even the ability to
• 31:36
  you could gather a bunch of sphere photos a bunch of people's other b-roll about the sphere you could
• 31:41
  do a very educated video about the history the budget what it took to build all that kind of stuff
• 31:45
  you could assemble a video just sitting at your home with a USB microphone and a laptop and really
• 31:51
  tap into something right there what we just discovered is that what then that video starts getting
• 31:57
  recommended to you somebody who've never followed before shows up on your homepage this is the idea
• 32:01
  of like how long does the algorithm take to recommend your video is is only one question of a cluster
• 32:07
  of questions of are we crafting content that's going to leverage the youtube algorithm and the good
• 32:14
  news is this is why actually competition is a good thing so people are afraid of competition no
• 32:18
  competition is a good thing because if there's other people producing education about different
• 32:23
  types of loans if there's other people creating recaps and tips about the best seating at the Las
• 32:29
  Vegas fear and review of the YouTube concert so you can buy tickets if other people are talking about
• 32:35
  bulletproof coffee and biohacking they follow Dave Aspery like you start a channel about maybe
• 32:41
  alternative medicine health food diet and you start making good videos those videos get sucked
• 32:47
  into these clusters of sub cultures in a way people that are passionate about a certain thing
• 32:54
  watch a certain thing and that's a huge opportunity for you so youtube's actually incredibly generous
• 33:00
  the next thing to master then is a great title great thumbnail and content that holds people's attention that
• 33:05
  really is answering a question they care about intent that they care about and the interesting part
• 33:13
  about that long road around the mountain to get back to answering the question of how long's it
• 33:18
  take it videos can potentially take off in a matter of hours or one day but they also can take off
• 33:26
  and as many as 150 400 days six months later because what youtube is always testing and what it
• 33:34
  does is when a video gets impressions that's this idea of youtube will test your video with a small
• 33:42
  group of people maybe a few of your subscribers and it'll test it with with a no group of people
• 33:47
  that nobody if youtube doesn't understand what the video is about this is why your title your
• 33:52
  content your clarity it's a strong topic that your video just died but what it'll do if you title
• 33:57
  it a certain way and it's a decent video it'll test it with a few people and when an impression is
• 34:03
  we got really geeky here but as we land the plan in this section when an impression is right is
• 34:07
  just the opportunity to click you see it on your homepage you see it next to the video you're watching
• 34:12
  you see it underneath on mobile and you see it if you scroll over it all it is is an impression but
• 34:18
  if the thumbnail is good the title is good and someone clicks through and then they don't need
• 34:21
  only just click they keep watching then youtube says and oh and this is would be the final thought
• 34:29
  if people like other people like this person have enjoyed this video and when we
• 34:38
  recommend this video to people like this person and we have a whole ever growing group of people
• 34:44
  that seem to kind of be like this person a lot of overlapping circles but other people that are
• 34:49
  like this person it continues to be clicked on and watched for five minutes six minutes eight minutes
• 34:55
  on average so we keep showing it to more and more people and that's where virality is practical for
• 35:01
  brand new criteria creators because if you make the right video with the right topic at the right
• 35:05
  time with the right title the right thumbnail and good content then it can be you could have zero
• 35:09
  subscribers or 100 subscribers and that video could spread across youtube one of the only
• 35:15
  limiting factors all other things being equal is how much broad appeal does it have right because
• 35:20
  at some point you're going to tap out most of us won't even come close to this because there's
• 35:25
  markets are pretty big in terms of say finance or even loans but but at some point you're not
• 35:31
  going to get a hundred million views like mr. beast on something purely entertaining that everyone
• 35:34
  wants to see of all these different cruise ships compared yes everybody wants to travel and be
• 35:39
  on a cruise ship whereas if it's something in finance or whatnot you you pull 100,000 views 200,000
• 35:45
  views 500,000 views that's we'll use the term vfm viral for me it's actually defining viral not
• 35:52
  by viral on the platform it's defining viral by like your niche viral for you might be 33,000 views
• 35:57
  because if you get those kind of views on some obscure you know two one by down you know something
• 36:04
  you know your terms that'd be crazy that yeah so doing the best and so yeah I mean that was if
• 36:11
  if it that might be worth re-listening to because the more you understand the algorithm the better
• 36:16
  it influences the content you architect and and you can start to almost be like neo and the matrix
• 36:21
  you start to manipulate the algorithm in the sense of you just create good content that is what we do
• 36:26
  I think media when we really sit down we repurpose a lot of content and whatnot but I just recently
• 36:31
  sat down and did a video about AI particular AI tool and the my thought that went into the thumbnail
• 36:38
  the tweaking that went into the title I did script this video because it was a paid deal that actually
• 36:45
  was $25,000 which me auditing my time well it's worth me taking today because that's that's like
• 36:51
  actually about what my coaching is for just one-on-one for a day and so it's just I'm
• 36:55
  stewarding my time so I was like yeah okay I can be dedicated to just only work on a YouTube video
• 37:00
  blessed it mean a place where we could get brand deals like that right but basically I sat down
• 37:05
  and was like I am going to architect a video that is guaranteed to win nothing's guaranteed but
• 37:11
  I've been doing this long enough and then sure enough the video was posted also the first 24 to 48
• 37:17
  hours I was like shoot is this going to happen some of it's a little bit of just knowing your best
• 37:21
  practices and then sure enough about day 10 boom now it's on this upward trajectory in our analytics
• 37:27
  and there's no stopping it it's been pulled into the algorithm and there's different traffic sources
• 37:31
  whether it's search based or suggested and it's got about 33,000 views now probably will have
• 37:36
  150,000 views in the next four months the brand super happy you know I crafted that that's
• 37:43
  what we help people with so if anything if someone's like wow my brain hurts and I'm tapped out
• 37:47
  on that one you want to immerse yourself in the understanding of mastery of these details because
• 37:52
  again waiting for you on the other side you clients views brand building it's pretty powerful and
• 37:58
  the good news is YouTube is the most generous algorithm on the internet when you understand YouTube
• 38:06
  meaning this and and almost every algorithm is starting to actually kind of copy TikTok now
• 38:14
  and a move from the social graph to the interest graph meaning rather than who follows you or
• 38:20
  who your subscribers are or even like a group of friends on Facebook because just because
• 38:25
  your friends with people and you have your cousin and your aunt and your weird you know Uncle Ricky
• 38:30
  like they don't probably like the same things as you so interest graph is people that are into
• 38:36
  CrossFit it's people that geek out about personal development it's people who love self help
• 38:43
  books it's people who listen to interviews with interesting people it's psycho entrepreneurs it's
• 38:48
  so it's these clusters of people that are into particular things and thus the algorithm can
• 38:56
  promote a video because it meets a desire in a particular interest group of people as opposed to
• 39:04
  like the fact you've built up an audience you know or personal brand yeah so what it's doing that
• 39:11
  is identify those people as you said who've demonstrated their interest in that topic by
• 39:16
  clicking watching view time and it's combining well it's not necessarily a demographics profile
• 39:21
  right psychographics like more important than demographics right yeah it's because you too and
• 39:27
  demo graphics influence psychographics because there is a probably a there's a baby boomer mindset a
• 39:31
  gen X mindset right but there's also some baby boomers that have more zest and zeal for life than
• 39:37
  gen zeers but so interest psychographics interest graph which is probably a better identify
• 39:44
  anyways it at what 100% yeah when you start thinking about building strong tribes communities online
• 39:51
  brands because you know in Simon Sinek really popularize this as well as book start with why people
• 39:57
  follow people shared beliefs and people follow people with shared values so you also start thinking
• 40:05
  about the differing theater is one it's gonna permission to play checklist for for YouTube and
• 40:12
  dispensing knowledge and education is your education has to be good you can't be boring you can't
• 40:19
  be so tedious to listen to you don't need the greatest charisma in the world but like you have to
• 40:24
  be able to our communicate ideas and and the viewer has to be able to follow along and it's going to
• 40:29
  go a long way if you do have a little charisma or you can add a little humor in there a little timing
• 40:34
  and all those things are develop a developer both course some people have more natural but like
• 40:38
  everyone had to sharpen their skills yes well these are all like permission to play where things get
• 40:43
  really strong is realizing it's maybe not Robert Kiyosaki leveraged debt versus Dave Ramsey
• 40:49
  cut up your credit cards those are some ideologies you also know deeper than that though a lot of
• 40:54
  people follow Dave Ramsey because he's a Christian and because he's conservative values both of them
• 40:59
  are conservative Robert a little bit rougher around the edge not sure if he has a professed faith
• 41:05
  but a totally different vibe and feel to his style so the opportunity for someone listening to
• 41:12
  this I think about in the internet marketing space back in the day there was this like punk rocker
• 41:16
  girl who started to teach like email marketing you know who else teaches that is Amy Porterfield
• 41:23
  right to Amy Porterfield is not a punk rocker chick so but people whether they want to get healthy
• 41:32
  whether they want to get alone what like your vibe attracts your tribe so your beliefs your values
• 41:38
  yes you get into the algorithm but as far as meeting people sometimes people just think I just
• 41:42
  want to be like vanilla and plain and just purely share the information be probably one of the biggest
• 41:47
  mistakes you can make right because then you're just the same as everybody else the information
• 41:50
  was solid but those were just the that's just your entryway through the door yeah now how do I
• 41:55
  make a connection right now we start to connect with people oh we like we have some of the same thing
• 42:00
  oh you're a parent too right or you even value like you value family and you value your faith
• 42:06
  or vice versa you just are just flat out on your career never want to have kids like maybe a different
• 42:12
  mentality urban mentality let's just scale boss babe whatever I build these are very different kind
• 42:20
  of vibes and tribes yeah psychographics yeah yeah I want to acknowledge you too in the moment if
• 42:26
  you don't mind for like being comfortable valuing your faith and making a part of your business
• 42:30
  and brand I think that really says a lot so you know yeah I appreciate it before we run out of
• 42:37
  time here I wanted to go back to what you said about you architect that video just real briefly what
• 42:43
  are the boxes the check boxes that you check to like you know architect that perfect video I know
• 42:47
  you've mentioned it thumbnails one right what about title description yeah so slight side quest
• 42:58
  to the book because the book that you read and that's on the table here is actually out of print now
• 43:03
  because the second edition is out yes and and if if someone's listening to this and they want to
• 43:08
  take it out it's already the only one you can get on Amazon so Kindle ebook physical a brand new
• 43:13
  audiobook Amazon audible and the second edition of YouTube secrets we teach the perfect video
• 43:19
  recipe okay so I follow my own perfect video recipe it is as follows it's the big idea it's the hook
• 43:26
  it's the content is the transition the big idea is the topic which is actually more important
• 43:34
  than the title in the thumbnail it influences the title in the thumbnail but sometimes people
• 43:37
  just think right a good title make a good thumbnail the topic itself the understanding of the
• 43:43
  psychographic like what do people want what are they really one information about what what is it
• 43:48
  the thing that they'll click on no matter what versus the greatest title the greatest thumbnail on a
• 43:54
  topic they're not interested in so topic kind of supersedes all so the big idea is the cluster of
• 43:58
  those three I want to know what those are as I start so I open up a google dot I know that I'm
• 44:04
  basically going to be kind of reviewing this crazy software by the way that is like Chatchy BT
• 44:11
  for videos you just type in a prompt and it makes an entire video b-roll voice over writes the
• 44:16
  script had it's music it's crazy yeah and so it's it's also early stage right but still it's really
• 44:24
  wild so I first you know I tested it I went through it a couple times so I could speak on it in an
• 44:30
  educated manner but I open up a google doc and at the top of the google doc I wrote down title
• 44:36
  brainstorm and I started to write down this is before I made the video and before I even started
• 44:42
  outlining it I started to write down different potential titles and I wanted to see how clickable
• 44:48
  and how powerful those could be I then started to screenshot actually other people's thumbnails
• 44:54
  and then just paste those right into my google doc because I basically like a little bit of this
• 45:00
  a little bit of that and that might be looking up other AI software videos but it was also just
• 45:05
  thumbnails in general like as you begin to develop a portfolio that's the wrong word if you
• 45:10
  begin to develop a list of good channels people crushing it outside of your niche too it's probably
• 45:16
  the outside of your topic in your industry one of the easiest you know good artist copy great artist
• 45:21
  steel yeah by the time it's done and it's my picture and everything else the thumbnail will
• 45:25
  more or less look entirely different but I think they'll be afraid to you know borrow great ideas
• 45:31
  from channels that are doing well so I now have a couple screenshots I know the direction of where
• 45:36
  the thumbnail could go I've got the title I then began to outline this video I typically don't
• 45:41
  script my videos word for word I'm more of an outline guy however the outline depending on how
• 45:47
  much research I put in could be pretty rich it point 1.2.3 bullets under that maybe bullets under
• 45:53
  that depending on how it could be as simple as like maybe three sentences 0.1.2.3 or really detailed
• 46:00
  out because this video was so architected is a little bit more intense and then one of the most
• 46:05
  important things so recapping we're deep this is this is a tactical episode yes big idea hook
• 46:13
  content transition the four ingredients so that's the big idea I know what the topic is I know
• 46:18
  what the title is I know what the thumbnail is or I've got that to a 85% level brainstorming kind
• 46:24
  of knowing we call this reverse engineering you're starting with the end in mind I'm assuming that
• 46:28
  looking ahead and understanding how you two works you're you're working backwards you're like
• 46:33
  this video is already a smash hit this video is already going viral and of course it is because
• 46:37
  it's architected and assembled like a viral video right viral for me in a niche of AI software
• 46:45
  so then the hook is the next really most important thing to craft and that's just thinking about
• 46:51
  the first 10 to 15 to 30 to 60 seconds the opening of the video you're trying to convince the
• 46:58
  viewer or a reassure the viewer that they're in the right place avoid them feeling like
• 47:05
  this wasn't what I wanted to click on and I'm not interested in this video give them a reason
• 47:10
  to watch to the end and you might notice too like again the person listening to this being like what
• 47:14
  the heck I haven't even shot my first video right Sean's got 643 distinctions and how we craft
• 47:20
  craft one video well yeah that's also why the brand paid me $25,000 and why the video is doing
• 47:25
  incredibly well I mean just like brick by brick you build up towards you know the pursuit of mastery
• 47:30
  but really crafting that hook and one powerful thing that I would encourage every listener is you
• 47:38
  actually are a lot smarter than you think if you would just block the time and actually sit down
• 47:43
  and perhaps prepare because a lot of times we wing it even if I try to wing it off the cuff
• 47:49
  I've learned to communicate pretty well extemporaneously but nothing beats me giving it 30 minutes
• 47:54
  and typing and deleting and then typing and really just crafting and then following and we
• 48:00
  teach a lot of this in the book there's all kind of checklist and stuff we have our programs
• 48:04
  is also thinking like so in a hook I would say a couple elements one would be
• 48:13
  affirmation that they're still there that could almost be the restatement of the title right are
• 48:16
  you curious if you should do an FHA alone versus a conventional alone what are the pros and cons
• 48:23
  and that would be like the title then if possible you want to and give them a reason to watch until
• 48:30
  the end in this video I'm going to be breaking down the pros and cons and also make sure to watch
• 48:34
  until the end because I'm going to be sharing a mistake that a few of my clients have made
• 48:39
  because they set their loan up wrong or they didn't know about asking about this hidden
• 48:44
  line on the contract page 73 on page 73 that ends up costing people thousands to tens of
• 48:57
  thousands of dollars and if you just did that then not only am I in the right place because I
• 49:04
  want to understand I'm like okay you're you're going you're and you're getting right to it be
• 49:08
  brief be bright be fun but be done cut to the chase you just start the video and and you can
• 49:14
  say how powerful that is so I was like okay I know I'm going to learn about FHA versus conventional
• 49:18
  I'm going to learn about the pros and the cons I'm going to you might also another one you could
• 49:24
  power that one up with is say we'll tell you about the pros and cons I'm going to be talking about a
• 49:28
  story of how this couple got approved when no one thought they could be approved and a new
• 49:36
  credit hack that can that will blow your mind that nobody knows about and make sure to watch
• 49:44
  until the end because I'm going to be breaking down something that a lot of other companies put a
• 49:51
  lot a lot of companies put on page 73 that might cost you that's cost thousands tens of thousands
• 49:57
  of dollars let's get into it and then maybe you dropped your logo and you're like all right welcome
• 50:01
  back Sean cannell here with rocket loans I all things you know helping you get into the house
• 50:09
  you love or whatever let's get right into tip number one so FHA this what it is conventional so
• 50:15
  so you could see we're processing the hook together here for a second and what did we come up with
• 50:20
  that was pretty good it's really good and and then the content is in the middle and that's the
• 50:25
  teaching portion that's the teaching portion and and you wanted to do the to the degree of how
• 50:30
  much time you have again back to the Graham Seffan example who does this full time and spends 48 hours
• 50:36
  of research on one video the quality of the content in the middle I mean it's probably a little bit
• 50:43
  better you know it's almost like every word is crafted every part is crafted lots of data lots of
• 50:47
  stats lots of research really dialed but you know do whatever you can so if you just spend a little
• 50:53
  bit of extra time on the hook like if all you do with the perfect video recipe is start using it
• 51:02
  you're going to do so much better the reason I created the perfect video recipe was inspired by
• 51:07
  like hello fresh you ever done like hello fresh or like blue apron you know so I'm not a very
• 51:14
  good cook but what I realized was you could get these cardboard boxes you know with ice in them
• 51:20
  shipped to your house with all the ingredients in a cardboard card that just told you exactly what to do
• 51:25
  and then I realized that as I started to follow that card I still on the first time left the
• 51:31
  checking into long bird the chicken but because they gave me all the spices and everything like it
• 51:36
  was still a much better dinner than like a TV dinner and that was just my first try and then
• 51:41
  you know two or three tries continuing to follow the recipe card I started to develop an ego I'm
• 51:46
  like bragging around the house I'm like honey talking to my wife I am Anthony Bourdain like I am
• 51:53
  Martha Stewart now I should have my own show she's like you've been doing hello fresh for three days
• 51:59
  like you need to relax and so and and so if you just keep showing up in the kitchen and you just
• 52:06
  keep following the recipe yeah you get better each time so the perfect video recipe if you just get
• 52:10
  a little bit better at topics titles and hooks titles and thumbnails you write a little bit of better
• 52:15
  hooks you kind of polish the content you improve your communication skills and then the transition at
• 52:19
  the end is a transition to another video which is we could do all their episode on not only
• 52:25
  rather than letting people know you're ending or actually sending them off platform which is
• 52:29
  we could touch on that because people want to get the lead in the phone number and they want to
• 52:32
  get the email technically you want to have to keep them on the platform when the video ends the
• 52:37
  best call to action is to another video and in the case of this video it was very effective because
• 52:43
  of this video goes viral VFM viral for me viral for um think media and then people watch the end
• 52:52
  and there's a really good call to action to another video that drives a whole another result
• 52:56
  your ultimate goal is to create a stream of you know using the perfect video recipe it's not just
• 53:01
  having one meal that's good it's like a restaurant you don't just want someone to come once you want
• 53:07
  returned patrons that spread word of mouth right so the the perfect video recipe in the book we
• 53:14
  kind of talk about the whole experience you want to be able to be discovered on yelp you want
• 53:18
  there to be a good first impression good photos they see you you want there to be you know good good
• 53:22
  experience you want them to actually show up and consume your content but that alone is not the
• 53:27
  dream the dream is that you would become a habitual uh you know restaurant in people's lives so the
• 53:34
  goal is to have your youtube channel be a habitual channel where you gain a subscriber more than a
• 53:39
  subscriber you actually make a connection where they're like oh that's my person if I ever
• 53:43
  do loading from I might check in with them you know I like to revive you know actually I just kind
• 53:47
  of follow what they're doing because I love their values and what they stand for and I recommend
• 53:51
  them to others um if you're following the perfect video recipe that's going to be the most helpful
• 53:56
  way to get there well let's pause on that for a moment then while we are talking about the perfect
• 54:01
  video recipe you've got a lot of resources for people yeah um where do you want to direct those that
• 54:05
  are listening to watching to you know follow the visuals how I appreciate it and uh yeah I think
• 54:11
  definitely you can check the book out really easy especially audiobook is great yeah so you got
• 54:16
  the book um and then think media our our main channel is called think media I do a twice a week
• 54:23
  podcast think media podcast which is a video podcast like this so it's video but also on all the
• 54:28
  audio platforms and then if people want probably just the fastest way for the a million questions you
• 54:35
  still have or basically want to look over my shoulder and kind of see how to execute this and set
• 54:39
  this stuff up yeah uh there's a hour long on demand class that's normally a part of our paid
• 54:45
  program but you can get it entirely for free so you can link that up just put it in your show notes
• 54:49
  or whatever um and and if people want to go deeper with us we do have a program that has kind of
• 54:55
  an online community and a faculty that supports people but whether that's right for people or not
• 54:58
  no worries check out the free class because that alone will give you an action plan in your journal
• 55:05
  your next three moves one two three to get started because massive opportunity is waiting for you
• 55:11
  on the other side of punching fear in the face punching perfectionism in the face pressing record
• 55:15
  getting uncomfortable and embracing the power of YouTube yeah mom that that's why I don't
• 55:19
  encourage people to do as well as clearly refer here today that I mean um you can start with like
• 55:24
  what you have but you know we have to get better right and so the perfect recipe the blue apron
• 55:28
  like you learned how to create a decent meal yeah but you keep at it you're going to get better
• 55:32
  and better and better I think the the only way to do that is to keep working out and keep getting
• 55:36
  access to information resources like you offer so definitely check that out in the show notes will
• 55:40
  link that up I guess lastly just to put a put a button on this thing real quick if you could do like a
• 55:44
  a two minute um you know you mentioned AI so I'm very curious about that I know you've talked
• 55:49
  about this tool opus yeah in the past and as I'm here you describe writing and hooks and all
• 55:55
  this kind of stuff I'm wondering like to what degree do you think people can rely on GPT or
• 55:59
  things like that to help them you know with those types of things versus not so just what would
• 56:03
  you say we'll clear that well number one I use AI every day now I think you can rely on AI
• 56:13
  to be an incredibly affordable or free assistant the mistake people are making is they think AI is a
• 56:24
  magic pill and it is already clear who the true experts or the people who truly put in the work
• 56:31
  is and those who haven't those who still learn the skills and learn the mindset and learn the
• 56:38
  thinking and learn the strategy and add their human touch with the assistance of AI or the people
• 56:44
  that are winning those that are just trying to use AI to do it for them for example I will oftentimes
• 56:52
  ask chat GPT I pay 20 bucks for four right to a write in a topic or a write my initial title and
• 57:01
  I'll say write 10 YouTube titles based off this one or based off this topic and I might go
• 57:10
  create an economy comma how to make money comma I might just you know whatever I throw at it
• 57:14
  a lot of times I'll say oh maybe I'll get the 10 then I'll say write 10 more under 55 characters
• 57:24
  because YouTube in a lot of places on the platform has a dot dot dot it cuts it off if you can say
• 57:29
  if you could write titles that are shorter or that can get the entire point across you know
• 57:34
  a podcast like this might be like three words comma this topic also and this topic with Sean
• 57:41
  Canal that's a little bit different but a lot of times if your title can be I was doing some coaching
• 57:46
  with somebody yesterday who has a yarn channel and we using actually another tool that I like
• 57:54
  vidIQ and they have an AI coach which uses API to chat GPT for but it's even better because
• 58:02
  it's it's their programming layered over chat GPT with the understanding of YouTube and vidIQ
• 58:11
  you give a permission to access your channel so it'll it'll kick out video ideas channel
• 58:16
  audits and all this stuff based on your channels and data so it so you're you're absolutely worth
• 58:21
  every dollar yeah to connect the two dots you were actually would really need both if it was
• 58:25
  just a YouTube use I pay for both but if it was just YouTube use you could just have that vidIQ
• 58:32
  AI coach because you essentially get chat GPT for right with all the intelligence of a YouTube lens
• 58:41
  so we were using their AI title brainstorm tour generation tool and we discovered
• 58:50
  went through a little bit coaching and ginger could make a video we first said what are five good
• 58:56
  topics to make in this niche so a lot of times I'll find that chat GPT other AI tools are just an
• 59:01
  extension of your brain they get you started they get you primed so it wrote like five topics one
• 59:09
  of them set up was organizational and storage hacks for yarn great so then I type that into I put
• 59:15
  that into the title tool I think it said it said organizational oh like genius yarn organizational
• 59:29
  hacks organization hacks that's a forward title it's powerful genius so I'm like I have to
• 59:36
  go word right genius yarn that's your niche and that's her channel organization hacks and then I
• 59:45
  was like okay ginger what are you know how many of these do you have and and I think a really
• 59:52
  strong YouTube video success leaves clues you study and and a niche like that top is like that
• 59:58
  17 genius hacks can be 21 and if you could do that in like eight minutes and so it's like boom you
• 1:00:04
  show this and then there's some that are maybe free and DIY from around your house others could
• 1:00:09
  be related to affiliate links like hey I got this thing on Amazon there's a link in the description
• 1:00:14
  and a brand get sponsored that thing too because that video is going to crush so so think about that
• 1:00:18
  title 21 genius yarn organization hacks it's a good title yeah five words with the number leading it
• 1:00:29
  um and so AI is a big deal so I use vidIQ I use chatgbt daily maybe to prime scripts work titles
• 1:00:40
  but that was a long road around the valentine to get to the point to say this
• 1:00:44
  civic I maybe I have never copy pasted a title from AI without changing it yeah so I use it
• 1:00:54
  a chatgbt seems to love to write like almost book titles like two words colon and then like a
• 1:00:59
  description descriptor right like insane growth colon how you know why now is the time to buy a
• 1:01:05
  house you're like okay so I could just delete the insane growth I mean I get it but I'm just
• 1:01:08
  gonna do the how-to part but what it shows me is like just it does all this heavy lifting and it
• 1:01:14
  gets me so far ahead I'm doing an interview with a business owner who's pretty renowned and so
• 1:01:21
  there's enough information on the internet and so I said give me their introduction and it wrote
• 1:01:25
  me an introduction for them uh I tweaked it barely I then said I'm doing a podcast interview with
• 1:01:32
  this person this is who the audience is creator uh create content creators entrepreneurs small business
• 1:01:40
  owners and people that are looking to make side income comma comma comma enter and then
• 1:01:46
  it wrote a thousand characters of of questions I should ask that person personalized based off
• 1:01:54
  the topic so knowing how to prompt is a big deal yes but I've been doing this video podcasting
• 1:02:01
  for a long time it's saving me massive time you know even just for the bit for busy business owners
• 1:02:09
  listening to this this is what you would have paid an assistant to spend four hours preparing for
• 1:02:16
  you so you just got a little bit ahead and you'd spend the fine this is a key though you'd spend
• 1:02:19
  the final ten percent tweaking it yeah as well as still having to think you can't outsource your
• 1:02:24
  thinking yeah in fact what's even more valuable than ever is your strategy your thinking
• 1:02:29
  and what I would also argue finally is you know somebody's told like Jasper AI which is copywriting
• 1:02:33
  and chat GPT they're going to continue to get better but you're always going to be the most lethal
• 1:02:41
  essentially if you learn how to communicate yeah studying how to write persuasive marketing
• 1:02:46
  copy knowing how to write headlines knowing marketing principles knowing human psychology
• 1:02:51
  that's knowing all that stuff is who's really going to win yeah either you need to know that or
• 1:02:56
  have something on your team eventually that knows that because AI will get you to the 10 yard line
• 1:03:01
  but you didn't score cut touchdown at the 10 yard line you got it you got to take it all the way
• 1:03:06
  and so that final humanization with some mastery around some of those other disciplines I know
• 1:03:11
  it's a lot but hopefully people listening to this episode are feeling inspired to do the work
• 1:03:16
  to keep studying to keep leveling up to keep learning because why always the back to the why
• 1:03:22
  not just to do busy work it's because waiting for you on the other side of this is more time
• 1:03:26
  freedom is more time with your family is a business that you love is more income yeah the ability
• 1:03:32
  to maybe delegate some things build your brand bigger whether any recession recession proof your
• 1:03:38
  business just because of your personal brand and the market share that you have also multiple
• 1:03:44
  multipliers of what your current wealth and income is because very few everyone will do this
• 1:03:52
  a little bit some it's some will start right fewer will be keep going very few will endure and then
• 1:04:00
  even fewer still will be committed to outworking right out learning yeah out strategizing and out
• 1:04:08
  lasting the competition absolutely as it always is right yeah yeah fantastic well this has been
• 1:04:14
  great man and I think you know what you remind me of there is mutual friend or acquaintance of
• 1:04:19
  sure you know Mark Schaeffer as he says in his book it's the most human brand that'll win so to
• 1:04:24
  cap off that AI thing is use it for what it will help you do but it's of course the human connection
• 1:04:29
  that makes a difference so and I also want to say thank you for you right creating that human
• 1:04:33
  connection here and making time this has been fantastic man appreciate it oh I'm so grateful it's
• 1:04:36
  been really awesome hanging out I appreciate so much having me on the show yeah I'm honored so
• 1:04:40
  folks so you want to connect with Sean do it do take everything he's got to offer you like I'm telling
• 1:04:46
  you if you want to level up your YouTube game this is what you need to do so let's just do what
• 1:04:49
  to do click the links in the show notes we'll see on the next one thanks for tuning in see on the
• 1:04:54
  next one bye for now all right well thanks for tuning in to today's episode hey you got a question
• 1:04:58
  for you are you struggling to get engagement and referrals from real estate agents and feeling
• 1:05:03
  like you're constantly fighting for business in a crowded market what if I told you there's a way
• 1:05:07
  to attract agents to a provide unique value that helps them grow their business and generate
• 1:05:12
  referrals on demand helping you become the dominant loan officer in your local market look I've
• 1:05:18
  was an originator for over 10 years I understand the frustration of feeling like you're just another
• 1:05:23
  player and a sea of competitors and you're struggling to stand out and get noticed by the agents
• 1:05:27
  that you want to attract and engage with what if I told you this way to flip the script and position
• 1:05:32
  yourself as the go-to lender in your market attracting agents not chasing not paying for leads not
• 1:05:37
  cold calling but actually generating referrals on demand and the best part you don't have to ever
• 1:05:44
  make a cold call or chase leads again you don't have to work with we need had agents if you don't want
• 1:05:48
  to this is what we help the originators do at the my agent classes membership what do you get you get
• 1:05:55
  exclusive access to our private community of like minded loan officers where you can network
• 1:05:59
  share best practices get ongoing support to grow your business and you get a turnkey platform
• 1:06:05
  that helps you build your personal brand that moves you from solicitor and vendor to partner
• 1:06:10
  in peer you attract agents you increase conversations and you increase your referrals all without chasing
• 1:06:18
  without begging playing the game paying for leads you just by doing what you love to do which is help
• 1:06:24
  other people solve problems so how do you learn more go to mortgage marketing.pro what could call
• 1:06:31
  with me and I'll take you through the library of done for you agent classes that you can use to
• 1:06:34
  just plug and play and follow our proven system of train the trainer you don't have to be the subject
• 1:06:40
  matter expert think of yourself like that nightly news reporters just sharing the news you also get
• 1:06:45
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• 1:06:51
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• 1:06:57
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• 1:07:07
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• 1:07:12
  in today's market to help you grow your business so you don't have to struggle and try and figure it
• 1:07:17
  out all on your own don't miss the opportunity to learn more about what's helping so many
• 1:07:22
  original succeed and becoming the go-to lender in your local market what could call with me now
• 1:07:27
  mortgage marketing dog pro we'll see on the other side
• 1:07:52
  you