Using video & content to Drive Growth in your business in 2022

How are you getting your message out to your ideal clients? Are you developing video content, written content, infographics, etc. to connect with your avatars so they get to know you better?

Transcript:

[00:00:01.870] – Speaker 1

Hello, and welcome to another episode of MOJO: The Meaning of Life and Business.  On today’s program, we are going to be talking about videos. Now for those of you, unless you’re living under a rock, you’ve been seeing a lot of videos as you have been doing your daily social media routine as you’re looking at whatever really it is that you are looking at. I mean, there are some videos out there that are so simple in what they do. Like how you change the clock in your car.

[00:00:35.990] – Speaker 1

That is really important because way too many of us two times a year forget how to actually do it because it’s not something normal that we have to do. I personally was surprised when my car decided to do it on its own when we recently changed the clocks. So putting that aside, though, I’ve got an expert on today’s program because this is exactly what he does and let me bring Michael Koala in in terms of being my guest. So, Michael, welcome. Thank you. Before I actually have you.

[00:01:11.660] – Speaker 1

Come on, let me tell our friends who you actually are and why it makes a difference that you’re here. So Michael left Wall Street 20 years ago after spending ten years in investing and began the entrepreneur journey, building online offline local international and software as a service businesses, with his last being the 144 fastest growing company in the US. By Inc. Magazine. He’s now back building a new company on alternative investment business that offers investors the opportunity to invest in profitable YouTube channels. Michael is a father husband, lover of animals, the beach and mentoring teams.

[00:01:53.110] – Speaker 1

Above all, he is a man of faith. Welcome Michael to the show.

[00:01:57.340] – Speaker 2

Hello. I am excited to speak with you again.

[00:02:00.950] – Speaker 1

Thank you. Absolutely. Same here. So, Michael, let’s jump into the conversation. Videos. There are so many different types of videos out there. Why should our listeners really be paying attention to videos, though, if they’re not already using videos in their business?

[00:02:21.290] – Speaker 2

Yeah. So I’m a big fan of just in general 30,000 foot overview of all content. So the name of my business is the initials are CBA, but it really stands for content based assets. I believe that all content is an asset. If I was to look back 15 years ago, one of the big things that I didn’t do that I should have done was gaping into content much sooner. And to kind of put it in perspective, 2008, I had an online business and it was drop shipping.

[00:02:58.010] – Speaker 2

We’re all familiar with drop shipping, but in the height of the business, by 2012, was spending, on average, $40,000 a month in ad revenue to drive sales for that business. I was at Inks headquarters. It was for an award banquet, and I met Joe Pelosi. Joe Pelosi is the founder of Content Marketing Institute, I believe. And in a conversation with him, he had started his business at the same time I started mine, he had spent a total over four years of $40,000 in advertising, and I was spending that on a monthly basis.

[00:03:43.690] – Speaker 2

And the reason why is he was doing what content content. And it just shows you the power of when you just put out enough good quality content. Obviously, it’s the gift that just keeps on giving and giving. So to tie it back to why video most people learn kinesthetically. Right. And so we learn through not just Sound, which is a podcast, but we’re doing this via right now Also video. Right. And so that video can be used in so many different forms. You can take this and make several different roles out of it.

[00:04:18.940] – Speaker 2

For Instagram, you can put it on TikTok. We can go put it on LinkedIn afterwards. Right. So there’s a lot more that you can do with it. I’m a big fan of YouTube. And the reason why is that Google is the number one search engine, as we all know. And the number two search engine behind it is YouTube. And so that’s where all video sets. If you’re good at taking a good video from YouTube, you can put it on your blog, write content around it, rank that piece of content now for Google, right on page one.

[00:04:52.740] – Speaker 2

And then if they’re on YouTube, you’re most likely going to rank there also. So we can get really deep into this. But that’s a 30,000 foot overview.

[00:05:02.510] – Speaker 1

Thank you. And definitely you said the $40,000 ad spend every month on your marketing and your drop shipping business. And then Joe Pelosi only spending $40,000 or investing only $40,000, by the way, notice, friends the word investing, not spending, correct. Just to keep that in mind, you spend on worthless things you invest in things that are value. So as we look at that investment, though, with the $40,000 that Joe invested in advertising over his entire time. And you having invested 400 a month. That speaks volumes in terms of the importance of content in terms of the value that people are actually getting.

[00:05:49.180] – Speaker 1

And so as we look at video, we look at video residing as part of your overall content marketing scheme. It’s really that important for everybody to understand that video alone is not going to win. But it’s a mix of all of these different pieces, correct? Yeah.

[00:06:07.040] – Speaker 2

Definitely. And it’s good quality. And there’s so many different ways we can do video, too, right. I mean, for those that aren’t comfortable on camera, you can very easily go into a PowerPoint and do a voice behind it. Right. And so we’ve done a lot of YouTube channels for investors as a company and the channels that we start, nobody would even know who owns it. You watch these videos all the time on YouTube, right. Like they could be a motivational channel. It could be a cooking channel.

[00:06:37.100] – Speaker 2

It could be a channel reviewing books and entrepreneurial books. And so our team consists of content writers. We’ve got folks who are doing video editing, and then we’ve got those who are actually out there doing a lot of promotion of these videos and voiceover specialist. But the individual that owns the channel is actually never on camera. And so I want to make that really clear, because a lot of people have a fear of camera me personally on my YouTube and a lot of videos. It is me live because I don’t have that fear.

[00:07:10.950] – Speaker 2

Right. But I also do believe that if you’re looking at video as an investment, it’s better not to tie it to a personal individual brand because you’ll have a much greater return outside of an individual. Unless you as that individual already have a huge brand. Right. There are those outliers like the Gary Vee’s of the world that everybody just knows very good. But for most businesses, the owner shouldn’t be the one actually on camera, in my opinion. But everybody differs on that.

[00:07:45.110] – Speaker 1

And that’s definitely an incredible tip, because most of us think that we have to be the face of the brand because we are the one that everybody is seeing. And so that is actually a really interesting idea and something I’m personally going to have to look at because I know for me I have been the face in terms of what is out there. And so I think we’re going to have to take another look at that. Thank you.

[00:08:16.030] – Speaker 2

Yeah. If I could just give you an example to tie this all in for everybody. So yeah, I was just speaking to a new customer who they own a very large online store that sells engagement banks. Right. And so their YouTube channel has not done very well. And when I say hasn’t done very well, they have several thousand followers. But when you look at the videos that they’re putting up, they’re promotional videos.

[00:08:42.780] – Speaker 1

Right.

[00:08:43.150] – Speaker 2

And so they’re talking about it. And at the end of the day, sure, some people, if they’re really thinking about doing business with them, we’ll go and look at those videos. Right. But is that something that we’re going to want to look at each and every day? No. So let’s get into the mind of who’s buying a wedding ring. It’s probably some guy, right. That’s really nervous about proposing to the love of his life and making it the best thing in the world. Right. And so when a channel keep your branded channel, I told them.

[00:09:12.860] – Speaker 2

But why don’t we do a channel around proposals, right. Celebrity proposals and really do, like a 510 minutes video, once, twice a week of all these different types of proposals that are being done out there, right. From a creativity, because guys are looking it up online. When you go and you look at the keyword search, people are looking at types of ways to propose to their significant other. Well, do a channel around that. And then this way you can say during the video. Hey, two minutes in this video is brought to you today by X, right.

[00:09:48.740] – Speaker 2

If you’re interested in consulting or whatever wants some advice on the best wedding ring, click the link down description. Now let’s get back and see how this proposal goes. That is much more successful. That can get hundreds of thousands of views versus me talking about my company. You see what I’m saying. So that’s the way we kind of have people look at it. And I think if people like switch flip the switch that way, they’re going to convert much better than just talking about their brand all the time.

[00:10:22.070] – Speaker 1

And friends, I want you really to go back and listen to about the last 90 seconds or so where Michael was dropping pure gold, because that really is going to make a huge difference if you think about what it is that you’re doing in your business. If right now you’re talking about selling your rings and you’re not talking about why somebody is going to want to possibly follow you in general, it’s not going to convert the same way. And I think Michael gave an absolutely incredible example of how that can work for you and your business.

[00:11:02.000] – Speaker 1

And it really doesn’t matter what business you are, whether you’re a florist, you’re accountant, you’re an attorney. It really is going to make somebody how does someone do X? When somebody’s searching that on Google or YouTube, you’re going to be coming up much more if you’re not talking about your product. But if you’re talking about the overall way that it’s done, and then, like Michael said, this video brought to you by and then you put in your information at that point where you can then get even more value.

[00:11:37.430] – Speaker 1

And again, in the descriptions that the link goes back to you, you can also theoretically put it in the video as well as you’re doing the overlay. So that was pretty straight, Michael, right.

[00:11:51.520] – Speaker 2

Correct. And I mean, you referred me to American Real, correct.

[00:11:58.150] – Speaker 1

I did.

[00:11:59.020] – Speaker 2

And so think about what they’re doing and how brilliant it is. They are crowdfunding platform. Right. But they created this show similar to Shark Tank that individuals can watch and see. Like, how many of us watch Shark Tank and say, oh, man, why didn’t Mark Cuban invest in that company? Or I wish I could have invested. Well, guess what. Now you can’t with the show, right. You can actually go onto their crowdfunding platform and do that. But you see, they’re using the content that the consumers on a wide variety are going to be interested in.

[00:12:31.200] – Speaker 2

Right. And so again, if I’m a fitness instructor, me just getting on talking about what I do or if I sell, like, a protein shake, talking about buying a protein shake, nobody cares about that. But if we do something, get into the mind of, like, what do they all care about in the masses and produce content like that. That’s what’s going to get seen. And that’s what can really move the needle for a business. And that’s what we all want.

[00:12:55.870] – Speaker 1

Absolutely. And so keep a lookout for America’s real deal will be coming to a station near you in the near future. And thank you for mentioning that, Michael. So let me ask you as we move on and we talk about the kinds of videos that people are doing and the value and channels that’s obviously huge. But in terms of specific kinds of videos. Again, it’s how do you do this and answering specific questions that people are looking for if somebody starting out in business and somebody is, well, I’m not really sure exactly what my people are going to necessarily be looking for.

[00:13:41.230] – Speaker 1

How would they have an idea in terms of saying, well, let me create content for that. If I don’t know the content people are necessarily looking for.

[00:13:52.390] – Speaker 2

Yeah. Well, maybe put video aside and just let’s get back to the principles of business. Show you this. Hopefully you can tell me if you can see this.

[00:14:06.670] – Speaker 1

I love talking to people.

[00:14:09.490] – Speaker 2

Yeah. And it says at the bottom, lean startup. So I’ve been a lean startup mentor for a long time, but got to love talking to people. You got to get out and just get to know your avatar and you got to get to know them really, really well. So that’s the first thing I would say is whatever it is, whatever it is that you’re getting into, get out and talk to who you believe that end user is and start talking to them about, like, what magazines do you read when you go into Barnes and Nobles?

[00:14:41.890] – Speaker 2

What’s the first section that you go to? I love that question because it’s just like me. I geek out and I go to the business section. My wife, she’s going over and looking at, like, 80s music and all right. If you keep on hearing 80s music, 80s music, 80s music. Right. And you make Hoops and earrings or whatever like that. Right. Maybe your avatar is very into 80s music. Now, maybe you should start creating a lot of content around 80s music. Right. So the only way to really, truly get to know instead of just like I’m a big believer in this also go based on data, never go based on your emotions.

[00:15:20.080] – Speaker 2

I think too many entrepreneurs and entrepreneurs that end up not making it go based on their gut, and they let their gut kind of take them the entire way and never go based on data. There’s so much information out there.

[00:15:33.360] – Speaker 1

Right.

[00:15:33.540] – Speaker 2

We can go to Google search and see what are people searching, right. We can go to a site like similar web. So who’s doing what you’re doing now in business on a bigger scale, pull up their website on similar web and start looking at the data about all that individual and then start creating content around that. And that’s like the way that I would get started.

[00:15:57.610] – Speaker 1

Absolutely. And that is huge. And there’s also tons of websites also, like BuzzSumo and other kinds of programs. What is it? Ask the public, I think, is another one that you can really be putting. I’m sorry.

[00:16:14.980] – Speaker 2

He’s funny. The guy that’s looking into, like, the one at the public that you were talking about, like, if you go to a website, it’s kind of funny.

[00:16:23.230] – Speaker 1

So there’s so many different platforms that you can possibly go to to find what you really want to be looking for. And I also have to as part of my being an ambassador for the Small Business Development Center, I’m going to make a recommendation for those of you that are here in the United States, reach out to your local small business development center because they can help you with demographic data and things along those lines as well. To help you really figure out some of the specifics that may be in a position to be of help to you as you start figuring out where you want to go.

[00:17:01.860] – Speaker 1

And if you don’t know how to get in touch with your local center, reach out to me and I’ll be happy through my center get you connected to your local center. So, Michael, as we kind of circle back now onto the content, do you have a good idea in terms of how long videos should be? I mean, there’s videos all over the place in terms of content. But what is the sweet spot in terms of video lanes since we are talking video and getting people to actually take advantage of our content.

[00:17:39.790] – Speaker 2

Yeah. So the best time for video is to make sure that it’s not too short to knock that your point across and to make sure it’s not too long that you’ve just bought the heck out of somebody. So I don’t care if you can do it in 30 seconds. I don’t care if you can do it in 20 minutes. I find that all a bunch of hearsay when folks will put out data. It’s just to really get you to kind of come and look at their new report that they created.

[00:18:08.890] – Speaker 2

That’s going to make you have that warm, fuzzy feeling in your stomach. At the end of the day, we can see from social media. We can see from podcasts like, take a look at John Lee Dumas, who came out with a podcast in the early days. And now I don’t even know how many he’s at right now. But in the early days it was 20 minutes, right. And so 20 minutes, 20 minutes, 20 minutes. And everybody else was doing these longer podcasts. But we saw now there’s people out there who do a four minute podcast.

[00:18:38.930] – Speaker 2

They’re getting millions of downloads. And then you have Joe Logan, who’s I think Hiss is like and Tim Ferriss, sometimes 2 hours, right 3 hours and people are still doing it. Why? It’s good content. So just make sure from a content standpoint that whatever you’re doing, it really just gets the point across. It’s engaging to that individual so that they’ll come back and watch you again, right for further content. And that’s really the key. If they’re not going to hit subscribe or come on back again because they enjoyed it, then you’ve just wasted all of that time.

[00:19:17.230] – Speaker 1

Thank you. And that definitely helps to clarify for those of you that are wondering, well, I don’t know exactly how long my video should be. Keep that in mind. Not too short, that you missed the point, but not too long that you bore the audience because you want the audience coming back and consuming your content, but not only consuming it, engaging with you so that you can move them along the buyer journey or the customer journey, which is really important because part of what the video or content in general that you’re doing is meant to do is to help you find a way to get people to realize they have a problem, find answers to that problem, and figure out if they want to speak with you to address that problem or that solution that you’re offering them, if it makes sense.

[00:20:09.900] – Speaker 1

So keep that in mind as you’re moving people through where videos can also be answering each of these pieces, not everything is going to be at different stages. Not everything is going to be in one stage. Rather, you’re going to be looking at creating videos and content in general. In all of these different stages, people who are just learning they have an issue. Here’s an example. You’re an accountant. It comes time for the end of the year. How do you save $10,000 on your income taxes right now before the end of the year?

[00:20:44.590] – Speaker 1

That’s going to be a lot different than somebody who is being audited by the IRS or somebody who is looking at starting a business or somebody. There’s a lot of different issues that you’re talking about, but not every single piece is going to be dedicated to just accounting. Overall, it’s different answers as you move through that are going to allow you to find the right people that are going to want to work with you potentially as you’re moving through your journey. So, Michael, let’s go into channels and brands that are building channels.

[00:21:23.230] – Speaker 1

Do you see more established businesses that are building channels, or are you seeing startups as well, looking to build channels? What do you see there just that people have an idea what they can realistically expect.

[00:21:39.010] – Speaker 2

Yeah, all over the spectrum, I see folks attempting to build trannels. I notice a lot of times that the larger brands, maybe because of corporate politics and more concern over branding or ones who tend to build channels that don’t do very well and not a client of mine. But I’ll give a great example. Wix Wix is a website building tool. We all know they’re one of the top ten advertisers on YouTube, right. And so when you go and you’re watching a video a lot of times before the video, if you’re an entrepreneur, listening to this YouTube’s algorithm is very good in knowing that you’re an entrepreneur.

[00:22:23.310] – Speaker 2

So chances are you seen a Wix commercial ad before the video that you want to watch. They are so good at targeting YouTube. And the ad that Wix shows is funny, as could be. This ad has been seen tens of millions of times, if not hundreds of millions of times. But when you go to actually Wix’s channel YouTube channel, you’ll see that every time they put out a video. And this is a billion dollar company, right? It’s only getting, like, 10. 00, 20. 00 views. Right.

[00:22:56.230] – Speaker 2

Because it’s boring, right. Nobody really just wants to hear about Wix’s brand. So back to your question. I think startups that are willing to get a little bit more creative tend to do a little bit better on YouTube, right. I’m not saying that folks can’t talk about their brand, right. But I think they want to understand if they want to hit the masses, especially if you’re a startup and you don’t have the funds. Right? Create content that will get seen by the masses. Right. And then somehow from YouTube, get them into I’m a huge fan of email marketing.

[00:23:35.990] – Speaker 2

So get them on back to your website, get a Pixel so you can track who’s now who that individual is and get their email address and then start bringing them through your funnel. Right. And build that relationship that way with them. But I’ve seen startups do a great job. And I’ve also seen big brands. We’re working with a very big company. I can’t say the name of it, but they handle their YouTube channel. But then their avatar is small businesses. They are software company. So they handle their own YouTube channel.

[00:24:09.660] – Speaker 2

But then we also have a motivational type of channel for them that it’s not even the name of their brand. Right. And so what we’re doing is we’re talking about motivational stuff, the hustle, what have you because those types of videos can go viral and get millions of views. And then what we’re doing is interjecting the brand of that business in between. So you don’t even realize that it’s really a brand. When you’re watching the video, we do book reviews on it of famous books, also that we know entrepreneurs are, like, interested in.

[00:24:45.610] – Speaker 2

So one of the ones that we just did is The Intelligent Investor, which is an amazing book. It’s by Benjamin Graham and Warren Buffett always highly recommends the book. So a lot of entrepreneurs here the book. And we’ll Google it. Right. And so we did a review of the book. Right. And so this big brand gets it. You take a look at HubSpot. They get it they get marketing, like, really well. Right. So you take a look at Gary Vee like, look at his content and all.

[00:25:15.700] – Speaker 2

And so it’s like, really amazing content. And then just say to yourself, like, who is my customer? What do they geek out in? And let me see how I can do that to hold their attention.

[00:25:29.730] – Speaker 1

And that is definitely great advice. I mean, just in terms of looking at how do you hold your attention? I mean, like you said, I’m going back to the other question, also about the Lane. So seeing where that goes and all of that, that’s really important. Also the entertaining aspect potentially of the videos. Right. I mean, again, if it’s too boring, people are going to be dropping off because they don’t want to be bored. The only commodity you can ever get more of is time. And so you don’t want to be wasting your time on something that’s not going to be entertaining informative, helping in some way in terms of somebody share it like.

[00:26:16.210] – Speaker 2

Ask yourself, would somebody actually share this on their feed, like in the masses? Would people like to say this is so valuable? I want to share this a lot of times you watch people’s videos they’re not shareable, right at the end of the day. And it’s ego based. It’s all about me and my business. And I think if we put ourselves in their shoe and back to what you said a moment ago, like, attention, who wrote the book? Is it Gary on the attention economy? Somebody. It might have been Gary, but people’s attention, they can hit back in a second.

[00:26:50.330] – Speaker 2

Right. And YouTube is looking at that, too. So for us as a company, it’s our biggest Department is looking at the back end, the analytics of every channel. We want to see where people are coming from, what channels they were on before. Right. We want to see how long they’re watching the video for and where they’re dropping off. And can we see a consistent pattern in that so we can change that. Right. So the data tells you everything in business, but definitely back to attention. You don’t want somebody to hit that back.

[00:27:23.170] – Speaker 2

And when they’re watching you on YouTube or on Tik Tok or wherever. Right. So much other noise is going on. So you’ve got to be entertaining and you’ve got to hold that attention.

[00:27:35.370] – Speaker 1

I want to go back for a second to you not being the base of the brand instead of having something else, be the face. So when you have your brands that you’re working with, are you using Spokespeople as the brand or is this something that’s not okay. So there’s something called Faceless video.

[00:28:01.920] – Speaker 2

That’s what we do.

[00:28:03.570] – Speaker 1

So can you help our audience understand what Faceless video is, how that differs?

[00:28:08.430] – Speaker 2

Yeah. And so you’re following what’s called fair use guidelines online. Right. And so you’re going. And what we’re doing is everybody listening has seen one of these videos. So in the mind, you might just be saying to yourself, well, what exactly is this? And I don’t even use the word faceless. You’re a marketer. So you get it. But a lot of folks, even our investors, they just don’t know. But then when I’m like, okay, well, what do you geek out about? Like, what do you enjoy? And I was speaking to somebody earlier today who’s also a person of faith.

[00:28:40.500] – Speaker 2

Right. And they were telling me, like, how every morning they just listen to, like, the Bible being read. But it’s like pictures of the ocean and pictures of worship speakers like famous ones and density Washington speaking in front of a congregation. And all we’ve all seen that’s what a Faceless video is. So faceless video is simply we have professional copywriters and script writers that will go out and write a script. And the script is typically anywhere between five to twelve minutes on. Because back to I know you had said, well, how long should a video be?

[00:29:14.710] – Speaker 2

Because we deal with investors. We want to keep people on the channel a long time, because the longer they’re on it, the more ads that can be shown, and the more ads that are being shown to millions, the more money that that investor is making. Right. So what we do is we write out a script. It goes over to a voiceover person who’s a professional voiceover artist who will then read that script. Right. And then video Editors are going to go out and pull down video content from online from different videos that are out there to tell a story.

[00:29:47.060] – Speaker 2

So it’s storytelling at its best. Right. And so that’s what it is. You’re listening to this. Maybe it’s a book review of I don’t know. I thought you had a book back there, but it’s like you’re listening to that book. But now somebody’s actually showing images and stories of something that will hold that person’s attention and grab their emotions the entire time. Does that make sense?

[00:30:13.170] – Speaker 1

Absolutely. And you were just saying in terms of books. Behind me, the three books behind me, it’s the bottom line that matters building, owning mindset of Reacher. Greatness.

[00:30:23.380] – Speaker 2

Okay.

[00:30:24.570] – Speaker 1

The $3, the Reacher greatness. I was part of with ABC Secret millionaire James Malcolm. But the other two are mine. So that’s also another thing, just in terms of branding. If you yourself are on video, consider what you’re doing behind you as well. That’s just really important as a side thing. Just in the event that you are on video, just it helps to add more credibility and value and authority. And again, Google works with eight authority, trust and expertise. So that is really something that’s important. So, Michael, as we look at wrapping up our conversation on video and content, overall, there’s so many things that people can look at.

[00:31:15.630] – Speaker 1

What is the one thing you would recommend they do right now, in terms of moving forward with content with video. What have you just to make sure that they’re doing something other than sitting on the sidelines and waiting?

[00:31:31.740] – Speaker 2

Yeah. So I mean, I’m a big believer in imperfect. Action beats perfect in action. So always get started, right? Good is better than great. But I’m also 20 plus years in business. I’ve seen a lot of folks that it’s the definition of insanity is doing the same thing over and over again, expecting different results. And so they’ll go into the producing content and you see this all the time. Right. And so I was in a group with Kim Garcia for a long time, and I love her.

[00:32:07.230] – Speaker 2

I sort of like individuals in the group that were there for years and just never progressed in business because they were doing the same thing. They were out there producing a ton of content. Right. But it just wasn’t going anywhere. So I don’t want to see somebody go down that path. So although I do believe get started, get started smartly. So maybe what you should do is say if you don’t have any clients, then who is your avatar that you know, like, who would buy whatever it is that you do and go look at, like pages of theirs on Instagram and see what they’re sharing.

[00:32:44.640] – Speaker 2

Right. Go and look at on Facebook. What are they commenting on? Right. And definitely on LinkedIn. You could do that very easily and going to look on somebody’s profile and then see what are they all commenting on? Because now you start to recognize a pattern. And so a lot of times when I coach people and I don’t do it as a business, but I just do it with friends or friends of friends. I always tell them like people hate it. But take like two, three, four days.

[00:33:13.090] – Speaker 2

And I know you probably do this. Definitely. I know the SBA score. Does this Dementors take time to really get to know your avatar very well. And you might not feel like you’re progressing for two, three days because you’re looking at all this stuff and drawing in. But just take journals, take notes, notes, notes, notes. What will happen is you start to notice a pattern, right? And when you notice the pattern, then you’ve got data and data doesn’t lose. Right. And so now we can take that data and start producing content around that data around that avatar, because now you’ve got numbers and statistics that aren’t going to lie behind you.

[00:33:54.660] – Speaker 2

And now if it’s not performing the content, you’re not getting the views, right. That’s okay. Just keep going. Keep going. Improving it, asking for feedback and getting better and better. But at least you know you’re producing the right type of content. And then last tip would be also go and look at all the influencers in your circle and see what they’re producing. Watch what they’re doing. Not necessarily what they’re saying, right. Because they’re saying this over here, but really watch what they’re doing. And you can learn so much from that and replicate it.

[00:34:28.720] – Speaker 2

I’ll tell you right now why we do so well on YouTube for investors is got nothing to do with. Oh, we came up with great ideas on what to produce. No, we go and look at other channels in that niche, and we look for database facts of what’s producing well, and we copy it. But make it ten times better if that makes sense.

[00:34:51.750] – Speaker 1

And that is definitely great advice. So, Michael, let me ask you. I understand that you have an offer that you’d like to help our friends with. That is really an incredible offer of help. Can you tell our friends more about what that is?

[00:35:13.120] – Speaker 2

Yeah, sure. Again, I started my career in investment, loved it, spent ten years on Wall Street, resigned on a side note the morning of 911, which is crazy to think about that, and then began my entrepreneurial journey. And now I’ve circled back in investments. But we run an alternative investment company, right. And so it’s not for everybody what we do because of the investment, right? It’s around $40,000 to the high end $180,000 out of somebody’s pocket. But what we do is we also have a community where folks can just come and watch us building these YouTube channels.

[00:35:53.050] – Speaker 2

And so I even tell newer entrepreneurs, even if you’re not going to invest with us, it doesn’t matter. Just come in and watch every day. We’re going in there and we’re showing like, hey, here’s why we produced this video. Right. And so who is the concert this past weekend? Last weekend where unfortunately, everything happened at yeah. So we have a music channel and somebody had asked us, hey, are you guys going to produce a video about Travis Scott and what happened at the concert for our subscribers and the answer that they got from the person that’s handling the account the investor didn’t like.

[00:36:32.520] – Speaker 2

So it ended up coming back to me. And so I spoke to an investor and said, Listen, how long will people be interested in what happened at the Travis Scott concert? Maybe for the next two to three weeks while it’s in the news and the media. But this is going to go to the courts, and it’s going to drag out in the courts for the next two to three, four years, right. People will be Googling who don’t know who he is will be Googling. Who is Travis Scott?

[00:36:57.650] – Speaker 2

Let’s do a video on who is Travis Scott? Maybe tie in a little bit about the weekend. But let’s not do a video about the weekend. Why that’s evergreen content. People watch it forever. You’ll make money forever instead of just making money for a couple of weeks. Right. So in my group, I actually walk through the theory. So hopefully now, even if you don’t invest with us and you’re a teen and I know when you gave my intro, I love mentoring teens. And seven out of ten teenagers want to be a YouTuber when they grow up.

[00:37:26.240] – Speaker 2

So I want teenagers to kind of come into our group. They’ll never invest with us. And I don’t care. But they can learn and ask questions and really get to know because YouTube is a phenomenal platform and we can all be on there. And you know what? Every one of us can be on YouTube right now doing motivational videos. And people will never get enough of motivational videos out there. Right. Because there’s so much negative news and media out there. People love going to YouTube to kind of turn that off sometimes.

[00:37:51.790] – Speaker 2

Right. So the offer really for everybody is, hey, listen, whether you’re thinking maybe of investing one day and having somebody else run a YouTube channel for you that you don’t have to manage, great. Then come and talk to us. But in the meantime, learn the power of YouTube because it’s the second largest search engine. I don’t understand why people go to TikTok or YouTube because YouTube has YouTube shorts. And guess what? That lives forever. And it shows up in Google Search. Tiktok is not showing up in Google search.

[00:38:22.550] – Speaker 2

Right. And so there’s so much power in it as a small business owner, as an entrepreneur that can do even if you’re local. Like when I have my cleaning company, YouTube just came out and I started doing videos. And guess what? I was ranking in the search engines. So if you have a local small business, you can rank locally. So come into the group, you can put a link down to show notes for everybody so they can just click on it. So have them come back and click on your little show notes and they’ll come over and hopefully they’ll learn something.

[00:38:50.110] – Speaker 2

If they want to say Hi, let me know that they came from you. That’d be awesome. Also, thank you.

[00:38:55.900] – Speaker 1

And that is definitely an incredible offer. And, Michael, how can people find out more about you?

[00:39:02.130] – Speaker 2

I am very accessible online. So let’s have a conversation either on Facebook or LinkedIn. So Monday through Friday, I am always online. I shut off on the weekends. So just first name, last name. But again, very active on LinkedIn.

[00:39:19.290] – Speaker 1

Thank you. And I can say that Michael and I first met on Twitter in the days of social quantity. So that was definitely quite the experience in terms of getting to really know you follow you and see where things have gone in your journey. And that’s absolutely incredible.

[00:39:43.540] – Speaker 2

Likewise.

[00:39:44.100] – Speaker 1

So I want to thank you very much, Michael, for being on the show today.

[00:39:48.460] – Speaker 2

Thank you for having me. This is awesome.

[00:39:51.330] – Speaker 1

Absolutely. Thank you. And so again, like Michael was saying, imperfect action beats perfect in action. You have to get started. You have to start looking at where it is in your business that you are in terms of starting to figure out the content, starting to figure out the journey, starting to figure out all the different pieces that you are looking at in terms of your business. You don’t want to be sitting on the sidelines. You don’t want to be sitting and saying I should have done that.

[00:40:22.570] – Speaker 1

I should be there. But I’m not. You want to be where the people are. You want to be where people are looking for you. You want to be answering those problems that people are having, because that’s where you’re going to make the biggest impact in terms of what it is that you’re doing. So. Remember, as you get started, think about this quote from I Believe Zig Ziggler, you don’t have to be great to start. You have to start to be great. On that note, here’s to your success.

[00:40:53.150] – Speaker 1

And this has been another episode of MOJO: The Meaning of Life and business.

Are you the face of your brand or are you answering problems that your consumers/clients are looking for in a way that allows you to connect with your avatars? As my guest, Michael Kawula says, having a jeweler using videos all about engagement rings, as an example, with a “this video is sponsored by X Jewelers” so people searching for “how to buy an engagement ring” or “how to propose to your girlfriend/partner” are being answered by this jeweler instead of searching for the jeweler’s videos, because, let’s face it, nobody is searching out their videos necessarily, but are looking for ways to buy a ring!

Do you need ideas on what to look for to talk about as part of your content strategy? Google some of your competition and see what they’re discussing, or use sites like similarweb.com; answerthepublic; buzzsumo, etc.

And don’t worry about the length of the videos/posts that you put out – as Michael says, the length should be long enough to answer the point you want to make but not too long that it bores your audience. If you can answer a question in one paragraph – orally or in writing – that is perfect. If it takes you 2-3 minutes or 3 pages of written content to answer a concern, that is perfect too!

Want to take a look over Michael’s team’s shoulder and watch as they create campaigns? Go to https://cba.ref-r.com/c/i/29583/61448826

About Michael: Michael left Wall Street 20 years ago, after spending 10 years in investing and began the entrepreneurial journey building online, offline, local, international, and SaaS businesses with his last being the 144th fastest growing company in the U.S. by Inc. Magazine. He’s now back building a new company, an alternative investment business that offers investors the opportunity to invest in Profitable YouTube Channels.

Michael is a Father, Husband, lover of animals the beach, and mentoring teens. Above all, he is a man of Faith.

Connect with Michael on LinkedIn at https://www.linkedin.com/in/michaelkawula

Imperfect action beats perfect inaction. Get started today!