Episode 127: Optimizing Your Online Presence with Evan Carmichael

Announcer:
This is The WealthAbility® Show with Tom Wheelwright. Way more money, way less taxes.

Tom Wheelwright:

Welcome to The Wealth Ability Show, where we’re always discovering how to make way more money and pay way less tax. Hi, this is Tom Wheelwright and this is Evan Carmichael. I’m your host, founder and CEO of Wealth Ability.

So a lot of people want to get online, a lot of people really want to get bigger and they go, “Well wait a minute. I know more than that person on YouTube knows. How do I blow up like they’re doing, I’m so much smarter than they are.” And we’ve got the expert here, Evan. So thanks for coming, Evan. Evan happened to be here in Phoenix and we’re just thrilled to have you with us.

Evan Carmichael:

Happy to be here. We did a one-on-one for my channel not too long ago. It’s over a hundred thousand views now and growing. So people love you and honored to be here with your audience too.

Tom Wheelright:

Awesome, awesome. So this is just such an honor to have the Evan Carmichael here who’s so popular in so many social media channels with entrepreneurs. And of course the big challenge right now is that we’ve gone from face-to-face, really to the opportunity to go big. I mean, we were talking for example about Dan Sullivan’s Strategic Coach. I go to Strategic Coach, I love Dan and here’s somebody who’s been super successful and now wants to get bigger and we’re the same way. We’ve been very successful.

I’ve spoken all over the world. And so what we’re going to talk about today is Evan’s going to coach me and we’re going to be pretty transparent here about what we do good, what we don’t do good. So Evan’s going to give me some tips here and we’re going to talk about, okay, so what do you do so that you get that exposure and you become the influencer that really you deserve to be because you know how to do this stuff.

I mean, I spent 40 years doing this tax stuff. I mean, I have a great resume and people know me, but what you’d really like is you really like to have more influence and really be able to share your message with more people.

So Evan, if you would just tell us a little bit more about, for my audience, in case there’s one person out there who doesn’t know who you are and what you do.

Evan Carmichael:

Yeah. So people probably know me most from my YouTube channel. I got three and a half million subscribers and half a billion views on the channel targeting entrepreneurs, helping entrepreneurs. I did it the slow way, the long way, the hard way. It took me five years to cross the thousand subscriber threshold, made all the mistakes, and now I help a lot of experts like you, it’s a big passion of mine to get more education out of the platform so that people can learn because YouTube has quickly become an education platform.

So when I got started, it was old man falls downstairs or here’s what I’m eating for lunch, really silly stuff. But now it’s an education platform. People are going there to learn. If they’re trying to figure out the new tax code, they’re not going to their library, they’re not talking to their parents, they’re going to YouTube, they’re going online. They want to go off and learn. And so who are they learning from? And a lot of times the people with the best knowledge are not there sharing. So there’s this, especially YouTube, but other platforms too. This giant domain, this thirst for knowledge and little supply and even less quality supply of good information.

Tom Wheelright:

Right. But you said something that I think is really important in that you don’t really think of YouTube as social media anymore. YouTube’s really education. Your social media are things like Instagram and Twitter and those platforms. Facebook for social media, which is a little different from YouTube, right?

Evan Carmichael:

Yeah, YouTube is terrible social media, there’s no direct messaging. The comments don’t get notification. That’s not really a community place to be versus all the other platforms. It’s also the only long form platform. So all the other places, TikTok, it’s short 15 second, 20 second, 45 seconds, where YouTube has shorts, cool. We can use that too. But it’s really the long form place for people to go. If you’re going to do a 20 minute video on Instagram nobody’s going to watch that. But the biggest growth we’re seen is one to three hour category.

Tom Wheelright:

That’s amazing.

Evan Carmichael:

In education in thought, that’s what I specialize in. Not slime videos and music videos-

Tom Wheelright:

Right, right, right.

Evan Carmichael:

… and other stuff in education because people will go to learn-

Tom Wheelright:

And they want the in-depth.

Evan Carmichael:

… And they want the in in-depth, they’re going to learn. Even the same consumer when they’re going to, TikTok has a different psychology than when they’re going to YouTube.

So they want the quick hits and the inspiration. And you can do, you’re doing some great things on TikTok and Instagram, these really short hits, but how do you actually go do all those things? People want more in-depth and that’s when we go to YouTube to go off and learn.

Tom Wheelright:

Got it. So when you do your YouTube channel, you’re doing a longer form. Do you do all of the different, I mean, do you do five minutes and then do you do half an hour? I mean, how do you break that down?

Evan Carmichael:

Cool. So these are great questions. I usually try to start with what is the person trying to sell? And we can dive into kind of a methodology around that so that if you’re on YouTube and other platforms, your goal isn’t to be on YouTube. Your goal is to have an impact.

Tom Wheelright:

Right, right, of course.

Evan Carmichael:

Your goal is to sell more books. Your goal is to bring in clients, right?

Tom Wheelright:

Sure.

Evan Carmichael:

And most of your audience is similar. So there are some people who just want to be influencers and this is their business versus, no, I want to reach people because I have something to sell.

So I’ll usually start with what are we trying to sell? And then reverse engineer the strategy so that you can get more clients into the system.

So your entrepreneurs following, or CPAs following, you have a business, we’re trying to grow the business. That’s our objective. Not necessarily having millions of subscribers.

Tom Wheelright:

Right. So here’s a question, so we segment our business. So we have the business where we actually work with entrepreneurs and we help them reduce their taxes, we help them build their wealth and we do coaching with them. But then we have a very different part of our business, which is the CPAs who actually fulfill what we are want to deliver to the entrepreneurs. And that’s a very different market.

So for example, I have two different podcasts. I have a podcast for entrepreneurs, The Wealth Ability Show, that’s this one. And then I have a podcast specifically for CPAs. And do you do the same thing with YouTube?

Evan Carmichael:

Yeah. So why don’t we… Can we share a screen?

Tom Wheelright:

Yeah, absolutely.

Evan Carmichael:

I’m a visual guy. Let’s make a visual and see.

Tom Wheelright:

All right, so do you want to see my YouTube or do you want to see this screen? All right.

Evan Carmichael:

Let’s do this. We’ll draw it out.

Tom Wheelright:

Awesome. Here we go.

Evan Carmichael:

Okay, so let me try playing with the pen.

Tom Wheelright:

Hang on, let me get you to the pen there.

Evan Carmichael:

Okay, so let’s see. We’ll test my handwriting skills here. So we have entrepreneurs. Okay, it’s not too bad. We can read that.

Tom Wheelright:

That’s good.

Evan Carmichael:

And we have CPAs.

Tom Wheelright:

Right.

Evan Carmichael:

So these would be two different channels.

Tom Wheelright:

Got it.

Evan Carmichael:

You don’t put them on the same channel.

Tom Wheelright:

Makes sense.

Evan Carmichael:

What happens is, especially with the YouTube environment, if you put up a video for entrepreneurs and half the audience are CPAs, then the CPAs won’t want to watch the entrepreneur video, or they might because they also are entrepreneurs. But when you put out some hardcore CPA video-

Tom Wheelright:

Exactly. And we obviously get some crossover on our podcast, but I can see. But we do some very specific stuff for CPAs. And when we have guests, like you, for example, if we add you on for the CPA, we’d have a different discussion.

Evan Carmichael:

Yeah. So these would be two different channels. Now the channel right now is off your name.

Tom Wheelright:

Right.

Evan Carmichael:

So I would split it up to have two different channels.

Tom Wheelright:

Got it.

Evan Carmichael:

Underneath here, before you even get into a content strategy is what do we sell? So maybe how do I switch the color, is it here?

Tom Wheelright:

Right there.

Evan Carmichael:

There we go. Let’s go green. Okay. So what are you selling to entrepreneurs?

Tom Wheelright:

Okay, so first of all we sell education, like training, sell books. We sell books. We sell courses.

Evan Carmichael:

Courses.

Tom Wheelright:

And then we do what you would probably call coaching.

Evan Carmichael:

Coaching, okay.

Tom Wheelright:

And then CPA services. So actual CPA services.

Evan Carmichael:

Okay. It used to terrify me getting up when I was… This is bringing back trauma of going to the front of the class in high school. This is actually much better than the chalkboard. And what are we selling to CPAs?

Tom Wheelright:

CPAs, we’re selling, actually bringing, we’re marketing for them. So we’re selling clients, basically we’re helping them get clients.

Evan Carmichael:

Are you selling the training around getting clients or are you actually giving them clients?

Tom Wheelright:

We’re actually giving them clients.

Evan Carmichael:

Got it.

Tom Wheelright:

We’re actually giving them clients. And then we’re selling education. So we sell courses.

Evan Carmichael:

Courses.

Tom Wheelright:

We sell courses and then we sell the network itself. So they network with each other. So some community, community membership. So like a membership? Yeah, it’s a membership.

Evan Carmichael:

So they’re paying every month, every year to be part of the group.

Tom Wheelright:

Right.

Evan Carmichael:

Okay. So if I’m looking at this business and everybody watching do the same thing. We’re using Tom as the example, but you do the same thing for you. Who is your target audience? We’re doing this twice because he’s got two target audiences. But what is your main business and what do you want to sell?

So it frustrated me when I first got into YouTube. I’d met somebody that had 7 million subscribers on his YouTube channel and still wasn’t able to hire somebody full-time in his business.

Tom Wheelright:

So I’m going to take a picture of this.

Evan Carmichael:

Okay, all right.

Tom Wheelright:

Because I want this. I’m learning here. So this is the great thing. So the reason I love doing my podcasts is because I love being a student. That’s really what I love most. And so I love having experts like you. I’m just soaking this in. This is awesome.

Evan Carmichael:

So the goal now of social media, for you, of content is to sell more of this stuff.

Tom Wheelright:

Right.

Evan Carmichael:

I mean somewhere in there might be just impact and reach and-

Tom Wheelright:

Sure, of course.

Evan Carmichael:

… But look, let’s grow our businesses. And so everybody wants-

Tom Wheelright:

Well we have better reach if we sell more of this. I mean it’s really, we’re very mission driven. So it really is reach. But I can do more for you if I do CPA services or if I do coaching than if you just read a book. So I definitely, and if you read Tax Free Wealth, or Win-Win Wealth strategy, you’re going to get a lot out of that. But I want you to be more successful. And I know, because of 40 plus years of doing this that I can help you be more successful, but only if you buy what I have to sell.

Evan Carmichael:

Yeah, yeah. And so our content ideally leads to sales.

Tom Wheelright:

Sure.

Evan Carmichael:

Entrepreneurs here, that’s what we want to try to do.

Tom Wheelright:

Of course.

Evan Carmichael:

So do this for your own business, everybody watching, so that you can start to make better content.

So let’s just pick one side for now because it’ll be similar here. But if we go entrepreneurs, if you have four things that you’re trying to sell, these are all four potential series for your channel.

Tom Wheelright:

Okay. So what do you mean by a series?

Evan Carmichael:

So a series is an ongoing weekly video for your channel. So something around the book, something around your courses, something around coaching, something around CPA services. I might also add biz dev to both of them.

Meaning if you have a podcast like this, you’re bringing on people to learn. But also if there’s somebody who could make an introduction for you, somebody who-

Tom Wheelright:

Oh sure.

Evan Carmichael:

… Somebody you’d like to get to know. That leads to great biz dev for you. It may not sell one of these things right away, but it’s a great connection.

Tom Wheelright:

Absolutely.

Evan Carmichael:

And somebody coming on your show is easier to get them on and you’re so well connected so that you can make those calls. But for a lot of people, it’s easier to get somebody on their show than to sit down for coffee.

Tom Wheelright:

Oh, for sure.

Evan Carmichael:

Right? So then in the show then they get curious about you.

Tom Wheelright:

Well, and because I have a producer, I have a producer who’s getting all the people from my show. So he’s going to know people I don’t know. So this is the whole thing.

So Dan Sullivan’s book, Who Not How, right, was a life changer for me. And I only read that a year ago and it was really, look, it’s not because I don’t need to know more how to do things. I need to know more people. So I love that. I think that’s awesome.

Evan Carmichael:

Cool. And this is great for everybody again, so the biz dev videos may not be the ones that blow up the most, but we have an ROI beyond how well it does on the show because now we have a connection that then maybe that person leads to tons of productions for you. Lots of sales.

Tom Wheelright:

For sure.

Evan Carmichael:

So if we want to sell more books, cool. There’s a weekly series around our books and whatever the book is. I mean you were on my show talking about your book, whatever the most recent book is that you want eyeballs and attention on whether you go kind of chapter by chapter and that becomes content.

Tom Wheelright:

Oh cool. Hey, if you like financial education the way I do, you’re going to love Buck Joffrey’s podcast. Buck’s a friend of mine, he’s a client of mine, he’s a former board certified surgeon and he’s turned into a real estate professional. So he has this podcast that is gear towards high paid professionals. That’s who he is geared towards. So if you’re a high paid professional, you’re going, “Look, I’d like to do something different with my money than what I’m doing.” I’d like to get financially educated, I’d like to take control of my money and my life and my taxes. I would love to recommend Buck Joffrey’s podcast, which is called, Wealth Formula Podcast with Buck Joffrey. I hope you joined Buck on this adventure of a lifetime.

Evan Carmichael:

You really had to do a lot of work to think about what’s going into the chapter.

Tom Wheelright:

Oh yeah. Yeah, yeah.

Evan Carmichael:

How to partner with the government.

Tom Wheelright:

I know that stuff. I know that stuff inside out. Now let me tell you, runs through my head all the time.

Evan Carmichael:

So that’s a show where you hold up the book and you talk about chapter one and you’re explaining what’s in there, why it’s so important, relevant. Another hacker on the book says you, I don’t know if you do any, did any launch strategies on the book or the list.

Tom Wheelright:

For sure. That stuff for sure.

Evan Carmichael:

We did all sales, we’re trying to hit, if you buy a hundred copies, you get this. 500 copies-

Tom Wheelright:

We did all that.

Evan Carmichael:

So what a lot of people end up to make those bulk sales. You’re often trading your time in order to do that. You’ll trade a half day consulting for five a thousand bucks or whatever that number is. You do that but make it public.

Tom Wheelright:

Oh I like that.

Evan Carmichael:

So what you do is, “Hey, if you buy 500 copies of my book, I’ll do a one-on-one with you for an hour or whatever and it’ll be on my YouTube show.

Tom Wheelright:

Oh, that’s cool.

Evan Carmichael:

Yeah. So now-

Tom Wheelright:

Oh I love that.

Evan Carmichael:

… So now you got-

Tom Wheelright:

All right guys, so now you’re hearing this, right? So just know this is coming, because we start, yeah, there you go. If you want some. But for your audience, getting access to you is impossible to get.

Evan Carmichael:

You’re not in the one-on-one coaching business. I’m not. But if somebody wants direct access to you, you can do it. But you got to buy 500 copies of your book or whatever it is, right? And that buys you an hour. But it’s going to be recorded on YouTube.

Tom Wheelright:

I like it.

Evan Carmichael:

So now you’re trading your time for money, but now you get leverage because you’ve been making content anyway.

Tom Wheelright:

Right.

Evan Carmichael:

Now how does that show go? You get on the show, you say, “Hey, here’s John. John just bought 500 copies of my book and because of that we’re doing this one-on-one together-

Tom Wheelright:

Very cool.

Evan Carmichael:

… About the book without talking about the book.

Tom Wheelright:

Very cool.

Evan Carmichael:

John’s going to come on and says, “Oh my god Tom, I love the book. It’s so great.” Now he’s talking about the book without talking to the book. So we’re helping market and promote the book.

Tom Wheelright:

Cool.

Evan Carmichael:

And then it becomes the easiest content to make because John’s going to come on and just ask you questions.

Tom Wheelright:

Right.

Evan Carmichael:

You don’t need prep-

Tom Wheelright:

No, no, no, no. And don’t, I’ve been doing this for 40 years so I don’t need prep.

Evan Carmichael:

Right. So if you’re actually good at what you do, because that’s a big, big caveat. So this doesn’t work for everybody, but if you’re actually an expert and great at what you do, then you can do this for people without having them submit their questions in advance and have a 25 page dossier on them that you’re just going to show up and say, “John bought 500 copies on my book, we’re doing this together, John, how can I help??

And then questions. And it’s often-

Tom Wheelright:

That’s awesome.

Evan Carmichael:

… For someone you often even more fun than just talking to the camera.

Tom Wheelright:

Oh yeah. I love it. So in my, I always have a guests, because I don’t just, I mean talking to the camera’s fine, but I always thought talking heads were boring, whereas a conversation is way more interesting. And this is makes it very real because you’ve got somebody with their real life situation as much as they’re willing to share, right? Because obviously finance is very personal to people and can be very private. But if they’re going to come on, obviously they’re willing to share some of that and they’re willing to ask the questions and we really can do an enormous amount in an hour, an enormous amount.

Evan Carmichael:

And so you could play with the numbers, how many books or how much time. But that is a great-

Tom Wheelright:

I love that.

Evan Carmichael:

… Talking to, with New York Times bestselling authors launching his next book and it’s like, I don’t want to do all of those trade my time for money because it’s great to hit the list. But then I’d burn out from all the time. Okay, but what if that became content now for the channel as well, right?

Tom Wheelright:

I love that.

Evan Carmichael:

And you just agree to it upfront. It’s not like after the video’s done and say, “Hey by the way, this is going to be on my YouTube channel.

Tom Wheelright:

Right, right.

Evan Carmichael:

They know that going in.

Tom Wheelright:

Right, because they have to. Because again, it’s private stuff and that helps us sell more books, right?

Evan Carmichael:

So move the courses. What are the courses? What’s the content? What are the chapters of courses got? What are we teaching people through? If somebody graduates the course, maybe you pick one person a week to come on and do a one-on-one with you again.

Tom Wheelright:

Nice.

Evan Carmichael:

Hey, here’s Jill, she just graduated our blank course, right? Now you’re talking about the course. She’s going to say, “Oh my God, the course is life changing.”

Tom Wheelright:

Awesome.

Evan Carmichael:

Jill completed the course. She’s probably not going to come on and say, “Tom, that course sucked,” right?

Tom Wheelright:

Exactly.

Evan Carmichael:

And even if she did, you don’t have to use the content, but she’s probably going to say great things. These are our best clients. They’re going to say great things about it. And now it’s so much better than a traditional promotional, “Hey, we have this course, let’s go check it out.”

Tom Wheelright:

Oh for sure it’s way better.

Evan Carmichael:

And then same thing, you coach her for half an hour from now, whether you want to charge for it. So some people will charge for that as a bonus. Or you’re just rewarding the people who complete the material. But the key is the positioning so that we’re not saying, “Please come on Tom’s show, we need you. We’re begging you. Please, come on.” It’s like, you’re the expert, right? People can’t just walk in here and talk to you.

Tom Wheelright:

No, they can’t.

Evan Carmichael:

It’s hard to get access to your time. And so this is your chance to talk.

Tom Wheelright:

No, I’ll give you an example. So I did a presentation at an event last spring and there was a auction for a really good cause. And so I auctioned an hour off of my time. And actually it was funny because some people said I was surprised it went so little and I’m going, I was surprised it went so much. So I mean it’s like between five and $10,000 auctioned off for an hour of my time. And I love the idea that it went to this really good cause I don’t need the money. So I’m really happy to support the cause.

And I just think that’s a really cool thing to be able to actually show people this is how it works, this is what’s possible. And that’s really what we are about. Wealth Ability is people don’t understand what’s possible when it comes to building wealth and reducing your taxes. And that’s our job, our is to give them the opportunity to see here’s what’s possible. All you need is a little bit of coaching. I love it.

Evan Carmichael:

And especially when you can, and what you do a great job of is also through stories. So it’s not just the boring, let me read the tax code and go through it. Nobody wants your business, nobody wants to have to deal with somebody, right?

Tom Wheelright:

No, no. Nobody wants to do this.

Evan Carmichael:

But you have to. So it’s important. So if you can bring on somebody and you’re telling through story, it’s a lot easier to actually pick up the information.

Tom Wheelright:

Absolutely.

Evan Carmichael:

So all of these could be regular series.

Tom Wheelright:

For sure.

Evan Carmichael:

Now people may think, well, they may not want to come on and share personal information. And so you don’t need everybody.

Tom Wheelright:

No, you don’t, I mean that’s the thing. I mean there’s plenty of demand. So I’m sure there’s going to be plenty of people who are going to be happy to do this.

Evan Carmichael:

And if people will go on Dr. Phil and Jerry Springer.

Tom Wheelright:

Exactly.

Evan Carmichael:

They’ll go on your show.

Tom Wheelright:

I love it.

Evan Carmichael:

But that’s often, if people are dealing with relationship or trauma or they won’t want to share their story. Well you may not want to share your story-

Tom Wheelright:

But they might. Some people will. Absolutely, absolutely.

Evan Carmichael:

Yeah. So now you heard it, you already have an audience and you already have people who are buying all this stuff. If somebody’s earlier in the cycle and they don’t have their course launched yet, or they haven’t written their first book yet, then think about who’s on your email list.

You have a thousand people on email list, you only need 10 of them to say yes to come onto your show. Who follows you on Instagram? You have 500 people who follow you on Instagram, message them and say, you’re starting the show. Do you want to come on? Thank you for following. I’m starting. And you don’t need everybody. And most people will ignore it or say, no, it’s fine. You just need a few. And now that’s usually the easiest content to make, the most fun content to make and actually the most impactful because you get to see their eyes light up. It’s like, “Oh my god, Tom, you just saved me a million dollars,” or whatever, right?

Tom Wheelright:

Right.

Evan Carmichael:

That’s crazy.

Tom Wheelright:

Yeah. Well here’s how you know this works. So talking about stories. So a number of years ago, I was up in actually Alberta, Canada, and I brought somebody up on stage and said, let’s just do, I mean during the middle of my presentation brought them up on on stage and said, “Do we have anybody in the audience who would be willing to come up and get a little coaching on reducing your taxes?”

And I mean, everybody’s hand up. Absolutely. Yeah, absolutely, I want to do this. So I think it’s that people are much more willing to share than maybe we think they are.

Evan Carmichael:

Yeah. And again, if you have 1% of people willing to share, that’s all you need. And you have a great show. A lot of people don’t make content because they don’t know what to talk about. I already talked about that last time. They’re afraid of going so low. And I don’t want to talk to the camera. And I’m awkward. Most people, entrepreneurs, they’re not trained to be in front of the camera.

Tom Wheelright:

Right.

Evan Carmichael:

But if you’re an entrepreneur, you really kick ass at what you do.

Tom Wheelright:

I hope so.

Evan Carmichael:

Right, absolutely. You’re solving problems. So help people solve problems.

Tom Wheelright:

Just do what you do, but do it on camera.

Evan Carmichael:

Yeah, let’s show it. And Zoom is great but we don’t live here, this is great. But you could do it over Zoom and everybody now knows how to use Zoom.

Tom Wheelright:

Exactly.

Evan Carmichael:

And we follow up and condition and train there. That’s a lot easier. So this is where I always start and think, okay, what is content that we can create that helps us sell these things?

Tom Wheelright:

Awesome.

Evan Carmichael:

So if you want to screenshot that, we can wipe it and move to-

Tom Wheelright:

We can wipe it. I did screenshot that.

Evan Carmichael:

I don’t think you have the business part.

Tom Wheelright:

Oh, I better get that.

Evan Carmichael:

I mean they’re watching anyways.

Tom Wheelright:

Good.

Evan Carmichael:

Okay, so next, now we have our content strategy.

Tom Wheelright:

Okay, got it.

Evan Carmichael:

The next thing is, how do I be everywhere?

Tom Wheelright:

Okay.

Evan Carmichael:

How do I be on TikTok and YouTube and Instagram, all of those. And by the way, I’m actually running a business. This is not my… It’s like this becomes the next problem.

How do I be everywhere while also running my business because we’re talking entrepreneurs here, not people who just want to be influenced.

Tom Wheelright:

Exactly.

Evan Carmichael:

Right. So here’s what is so powerful about starting with YouTube is that YouTube is long form education.

Tom Wheelright:

Okay?

Evan Carmichael:

So whatever you’re selling, you put education in front of it. Everybody, whatever you’re selling, you put education, you’re selling financial services, you put education in front.

Tom Wheelright:

Of course, of course.

Evan Carmichael:

You’re selling healthcare services. You put everybody listening, watching whatever you’re selling, you put education in front of it. The more they feel like they know you, trust you, you, they’re going to want to work with you because you taught them the most.

Tom Wheelright:

For sure.

Evan Carmichael:

So YouTube is the education platform and it’s long form. So one to three hours is where we’re seeing the biggest growth. Doesn’t mean you have to do one to three hours.

Tom Wheelright:

I love that. I mean I can go one to three days pal.

Evan Carmichael:

I’ve never seen that. But we have seen even eight hours.

Tom Wheelright:

Is that right?

Evan Carmichael:

People will pause it and come back because it’s probably the most-

Tom Wheelright:

Interesting.

Evan Carmichael:

… Rich education kind of thing that they’re going to get.

Tom Wheelright:

So it’s not just the why, it’s the how to.

Evan Carmichael:

Yeah. And it’s deep. They’re not getting that deep level of knowledge because anybody can talk at the surface level and the headline read and pull off Instagram clips and okay, I need to blank, but then how do I actually do it?

Tom Wheelright:

Got it.

Evan Carmichael:

It shows me the process.

Tom Wheelright:

Got it.

Evan Carmichael:

And YouTube is the only long form place out there, podcasting to an extent. But some of this stuff is hard to pick up.

Tom Wheelright:

Yeah. And I’ll tell you, and YouTube applies to all the generations. I mean I think that’s one thing. Baby boomer generation, my generation doesn’t watch a lot. We don’t do a lot of Instagram, we don’t do a lot of Twitter. I mean a little bit, but we don’t do, not a lot of TikTok, for sure, but YouTube we always do. So I mean everybody I know, all my buddies, they all watch YouTube. So I think you’re making a good point.

Evan Carmichael:

YouTube is America. I mean it’s the world, but it’s America. So it’s like if you have a business, if you said, “Oh, I can only do Phoenix, Arizona things,” maybe it’s just not the best fit. I want to make you the face for America or the world. Or world for sure. But if it’s a super hyper local business-

Tom Wheelright:

We call it global domination.

Evan Carmichael:

Let’s go. We’re in the right group. Okay, so let me see if I can get back to blue, there we go.

So the next question is how to be-

Tom Wheelright:

Everywhere.

Evan Carmichael:

… Everywhere, while still running a business and not losing your sanity. So, mark a little thing here. This is fine. I’m going to get me one of these.

Tom Wheelright:

There you go.

Evan Carmichael:

Okay. So here’s why YouTube is so powerful. So for every [inaudible 00:25:26] you put up, there’s something called an audience retention curve. Now I don’t want to get lost in jargon and data. I love that stuff. I’ll ninja for days on that. But the one thing that you should need to know is the audience retention curve. And what it does is it’ll show you, second by second, where people are falling off on your video. Have you seen this on your video?

Tom Wheelright:

I have actually.

Evan Carmichael:

Okay, that’s great. You’re ahead of most people. When I show this, they say, “What am I looking at?” Actually my SEO guy shows me this stuff.

Tom Wheelright:

Okay, for your YouTube videos?

Evan Carmichael:

For the YouTube videos. And for everything else. He says, “Here’s where you’re falling off.” So this is the bottom line is time and the top, what is it, the X access, is that X axis, Y axis is height, I think, right?

Tom Wheelright:

This is how many people, and this is how long they’re watching, right?

Evan Carmichael:

This is how long they’re watching. So this here is how long they’re watching.

Tom Wheelright:

So at what point… If this is, so we have maybe 15 minutes in, there was a peak because you hit something that people go, “Ooh, that’s really cool.” So they were engaged, there was more people engaged at that point.

Evan Carmichael:

Yeah, so there’re interesting things in here. So the first thing to look at is this intro that sucked, right? We lost half of our people in the first 20 seconds of the-

Tom Wheelright:

Right, right? So just the hook wasn’t a good hook.

Evan Carmichael:

Objectively, it sucked. It’s not my opinion, it’s not that-

Tom Wheelright:

There you go.

Evan Carmichael:

… If you suck as a human, Tom-

Tom Wheelright:

There you go.

Evan Carmichael:

… That intro is not good. Objectively is not good.

Tom Wheelright:

There you go.

Evan Carmichael:

And so that allows us to make, especially for people who might be getting into fights or internal decision making, I like this and I like that. I data driven decisions. Objectively the intro is no good. And we need to find a way to make it better.

Tom Wheelright:

Okay.

Evan Carmichael:

Again, it doesn’t mean the host sucks, it’s just whatever you did in that thing was not very good. So we need to fix that. But then here we see this, we see this peak. So how does that happen? This is people watching. So how does it go up? They’re leaving a video and then what they come back in the middle of the video, seems very weird.

Well this is because people rewind to watch this part again.

Tom Wheelright:

Oh, I see.

Evan Carmichael:

Whatever.

Tom Wheelright:

More watches may not be more viewers.

Evan Carmichael:

Yeah, I mean it could be that somebody came from a Tweet or something and it’s a time stamp link.

Tom Wheelright:

Got it.

Evan Carmichael:

Usually it’s they rewind at the watch.

Tom Wheelright:

Got it, got it.

Evan Carmichael:

So they were watching you like, “Oh yeah,” kind of tuning out whatever here, and whoa, whoa, whoa. “What did he say?” Rewind that.

Tom Wheelright:

We all do that, right? I mean, I’m watching a video. So my buddy Robert Kiyosaki, yeah. So he’s my big influencer, obviously. And he has this, his little group. We watch a video every week that he sends us. And the other day I’m watching one and it’s about inflation and gold and that kind of stuff. And I’m going, okay, couple of places I had to go back. So that’s where that’s going to hit.

They had to go back and they wanted to hear more about that.

Evan Carmichael:

Yeah, so this says a couple things. One, it says, whatever you talked about here is great content, so maybe we should make dedicated videos.

Tom Wheelright:

Got it.

Evan Carmichael:

On those things.

Tom Wheelright:

Got it.

Evan Carmichael:

And this may-

Tom Wheelright:

So that’s a trigger point.

Evan Carmichael:

… Yeah. Oftentimes it’s not even something that triggers for you. “Oh, that was the big thing that they all, I thought this was the thing.” But again, the audience is telling you this is why YouTube data is so powerful.

Tom Wheelright:

It’s listening to the audience.

Evan Carmichael:

Yeah. It’s telling you what they like so you can make more content on it. But also, this clip here, that’s the like, I don’t know what’s showing up in the camera, this clip here-

Tom Wheelright:

All of it.

Evan Carmichael:

Is what we cut for TikTok.

Tom Wheelright:

Cool.

Evan Carmichael:

So we cut for Instagram. Does that make sense? So if it’s easier for the team to then also make decisions-

Tom Wheelright:

Because they can see it.

Evan Carmichael:

And it doesn’t require you to make specifics TikTok’s. All you have to do is show up. Because in the middle, if this is a hour long coaching call, you’re going to have lots of these little peak moments. You’re going to have lots of one-liners.

Tom Wheelright:

Well that’s always the fun. I mean to me, that’s always the fun part when I’m doing interviews because I’ll do this interview and there comes a point where the interviewer, there’s this moment where they become a customer and it happens every time. Literally, it happens every time they go, “Oh really?” It’s like, so I remember Robert and I and the other advisors we were in at the Paris in Las Vegas, this is years ago. This is probably 2011 and 2012. And I said, I’m up there and I’m doing my piece on tax. And I said, “Well the tax law is really a series of stimulus packages for entrepreneurs and investors.” And Robert goes, he looks at me and goes, “Really?”

I got him. I got him. So it’s that point that, and you have those aha moments. And actually the other thing that I find is that’s where I get my little short snippets that I can repeat because I can tell, oh wait a minute, they saw that. That was a big one.

One of the things that people probably the most often repeated saying of mine is, you want to change your text, you have to change your facts. Okay, well when I said that, that’s one of those aha moments. So I love that this just tells you where is that aha moment for most of the people.

Evan Carmichael:

Yeah. And if you make an hour long video, you’ll have lots. So we have a peak here and a peak here and a little peak here and a peak here and here. And these are all little TikTok videos that you can now make.

And it means that you now don’t have to do dedicated TikTok videos. If you look at someone like Gary Vaynerchuck, and how he’s blown up, and probably the biggest inside of thought leadership education. He does two things. One, he is got a program called four Ds where you pay $20,000 to come in for the day and you work with him and his team on all your social media strategy.

One hour is with Gary, the rest is with team. But the one hour with Gary is around the boardroom. It’s like, what do you guys have? Questions? And then he puts it on YouTube. They’re paying 20K to be a part of this thing. He spends one hour there.

Tom Wheelright:

I love it.

Evan Carmichael:

And then it all goes… And they know it in advance. It’s not like not being switched. This is going to go into-

Tom Wheelright:

Well, and it’s good for them. I mean it’s good for them. They’re going on YouTube with Gary V.

Evan Carmichael:

That means a lot. And then if you look at a lot of this content, he’s making short form, TikTok, Instagram reels. They’re highlights, they’re moments that he’s talking to somebody else. It’s not just like, okay, Gary’s going to sit in the studio and set up this time and then we’re going to film, because he’s got a million things to do as well. So it’s not that that doesn’t work. It’s just a lot more time-consuming than if you take these highlight moments and turn them into your short form content across all the platform. Every other platform is short form. Twitter is 45, second video, Instagram, all of it. And so you can repurpose this by you just, you’re gaining business from it.

Tom Wheelright:

That’s great.

Evan Carmichael:

You’re having fun and now you’re everywhere with only having to do’s a long form show on a channel.

Tom Wheelright:

That’s beautiful.

Evan Carmichael:

So again, leverage, if you want to be, he’s taking a screenshot.

Tom Wheelright:

Absolutely. Are you kidding me? This is gold, this is awesome.

Evan Carmichael:

My scribbles are turning into things.

Tom Wheelright:

This is awesome. So that makes content. If we can make it easy and we can make it fun and we can make it helping you grow your business, you’re more likely to do it.

Evan Carmichael:

Yeah, exactly. If it’s painful, hard, and it doesn’t go anywhere, it’s a lot harder to convince people. Yeah.

Tom Wheelright:

No, and basically what you’re saying is you’re just doing what you do anyway.

Evan Carmichael:

Yeah.

Tom Wheelright:

Right? I mean, you’re not doing something new.

Evan Carmichael:

Yeah.

Tom Wheelright:

For me this is why, this is just mind blowing for me is because I love working with clients one on one. I don’t have time to do it like I used to, but that is what’s fun to me about the business.

And so to bring somebody down and do something like this is that, and then all my people can geek out on all of this other stuff.

Evan Carmichael:

Yeah. I mean you could look at it too. It’s not that hard. But the team can take over and just start running with it. And inside of an hour long conversation you’ll have so many one-liners and little moments and peaks and then their eyes going, “Oh my gosh, I can’t believe that.” Again, if you’re good at what you do, still the caveat, but hopefully if you’re an entrepreneur, hopefully, you like talking to customers and helping them solve problems.

Tom Wheelright:

Right? I mean, of course that’s a challenge for our CPAs, right? Is because CPAs, they get into the business because they like numbers not because they’re have sterling personalities. But the reality is, I find that the one thing that’s consistent with most CPAs is that they do like their clients and they do working with their clients.

And so really all you’re saying is you don’t have to do, I’m going to talk to the camera here and I’m going to be the guy on camera. I’m going to be on Fox and Friends. No, I mean you can do it just by having a simple conversation. And what I love about where we are today because we weren’t here 10 years ago, is that it’s okay to make mistakes. It’s okay to say, “Well wait a minute, what about this? What about this, what about this?” And to me that makes it so much more real. And for me it also makes it so much more interesting to watch.

Evan Carmichael:

Yeah. For sure. And you don’t, inside of thought leadership, which is what we’re talking about here, your job is to teach people how to think like you think.

Tom Wheelright:

Right.

Evan Carmichael:

You have knowledge that they don’t have. So I wanted to look good. I want a good video. Quality is quality of thought, not quality of production.

Tom Wheelright:

Got it, got it.

Evan Carmichael:

Nobody’s watching your videos with respect to your team and because of the B roll or the music behind, if you suck, that’s not going to save you. That’s not why they’re watching you. So same thing for CPAs. You don’t have to have the best personality. You have to actually just care about your client. You have to be able to solve the problem. Does that stuff help? Sure. But you’ll get a lot more results out of that than trying to go direct to camera by yourself in your office and just try to share something.

Tom Wheelright:

Makes sense.

Evan Carmichael:

And so let me share one more thing on-

Tom Wheelright:

Yep.

Evan Carmichael:

… We took a screenshot of that.

Tom Wheelright:

Yep. Go ahead.

Evan Carmichael:

On how to clear it out. How to convert with that.

Tom Wheelright:

Look, you’re getting good at this.

Evan Carmichael:

We’re getting here. Yeah. I got to get me one of this.

Tom Wheelright:

Good job.

Evan Carmichael:

Okay, so let’s talk about a structure for a video so that it converts structure. Structure that converts. That’s okay.

Tom Wheelright:

Yeah. So the nice thing about this is, so everybody, every entrepreneur wants to sell, right?

Evan Carmichael:

Yeah.

Tom Wheelright:

What they really want is they want to make it easy for people to buy.

Evan Carmichael:

Mm-hmm.

Tom Wheelright:

They want to make it easy for people to buy. They don’t want to be out there pushing, and particularly in the CPA world, we don’t want to push people, we want people to want to come. So if I’m dying to hear this, how do you build that structure? So just people come?

Evan Carmichael:

I’m going to keep it simple and we can dive into more detail if you want. But three main things. You hit these three things, you will sell a lot more from the videos that you launch.

Tom Wheelright:

Got it.

Evan Carmichael:

Okay. So the beginning part, we need to have the hook. And that’s not anything new in marketing, but if people are learning marketing for the first time, we have to have some kind of hook. If you’re doing a lot of coaching or interviews as the content that we just talked about, often the beginning kind of sucks.

Tom Wheelright:

Right.

Evan Carmichael:

“Hey, I’m here. Welcome back. Okay. I’m excited to have whoever with me.” It kind of sucks. And so people who know you, like you already, they’ll sit through that. But somebody, the goal is people don’t know who I am yet. People who’ve never heard of Tom, never heard of Evan before. What do we have to do in the first 30 seconds so that retention curve doesn’t fall off a cliff.

Tom Wheelright:

And again, is there are people who know how to help you with that. When I first did my, so I’ve been doing my podcast for a few years now and I have a producer and every time before the show he comes up and he says, “Okay, here’s some hooks. What do you think?” And we have a discussion for 15 minutes about that. That’s all we’re having to discussion on because I don’t need a discussion about how to interview somebody. I don’t need to know how to do that. But that, I need help with. Yeah. So it’s something that I, but I have found that it gets easier the more you do it.

Evan Carmichael:

So can either, especially if you’re doing a lot of sessions, coaching sessions, with clients and that’s the main content, you can either, after it’s done, go back to the beginning, say why this is a valuable conversation, or you just clip some of the highlight moments from the actual session.

Tom Wheelright:

Got it.

Evan Carmichael:

So in here there’s been a couple aha moments. Whether it’s sharing something, it’s like that makes it so, I don’t know, some of the stuff that you said, we cut 30 seconds of that and put it at the beginning.

Tom Wheelright:

Got it.

Evan Carmichael:

And this is not new. This is TV shows.

Tom Wheelright:

No, exactly. No, it is. I mean if you look at the people who do the long form YouTube videos-

Evan Carmichael:

Yeah.

Tom Wheelright:

… They’re almost always doing that. They’re just showing you clips of what you’re going to get. And that’s what brings you in.

Evan Carmichael:

Yeah. Well we train most of them to do that.

Tom Wheelright:

You probably do.

Evan Carmichael:

Yeah. And that makes it easier for you. Now you don’t have to be a part of the conversation. Now you don’t have to sell anything up front because there’s going to be gold somewhere in that video. And then becomes team’s job to pull out what’s the best moments and just put it at the beginning.

Tom Wheelright:

So that’s just post production stuff.

Evan Carmichael:

Yeah. It makes higher leverage. Is it a good skill for you to learn how to do hook? Yes. Is it your most important thing that you’re going to get the highest leverage off? Maybe, depending on what you’re trying to do and grow? I mean, you also teach marketing, so it’s good to know.

But for most entrepreneurs, that may not actually be the best thing for them to learn how to pitch. Just take the highlight moments and put it at the beginning.

Tom Wheelright:

I love it.

Evan Carmichael:

If you get people for one minute, they’ll watch an hour. It’s that first minute that’s the most difficult thing to get them in.

Tom Wheelright:

Got it.

Evan Carmichael:

So the hook. The second thing is we want to have a CTA, kind of Call To Action, in the middle of the video somewhere.

Tom Wheelright:

Got it.

Evan Carmichael:

Middle of the video. And the call to action is ideally to some kind of easy free download.

Tom Wheelright:

Can you write all that up out there.

Evan Carmichael:

So middle-

Tom Wheelright:

Easy.

Evan Carmichael:

Middle.

Tom Wheelright:

Easy and free download.

Evan Carmichael:

Free download.

Tom Wheelright:

Love it.

Evan Carmichael:

Don’t make it something that I need to call. Call me for a free thing, cool, but most people won’t call it. Free, even if you had your membership, free membership maybe, but there’s friction because I might have to enter my credit card in for the first month free or there’s giant signup form. The goal becomes you do not use YouTube and social media to sell. We’re using it to build awareness.

Tom Wheelright:

So let me ask you a question. So typically then, in that call to action, you would have them, all they have to do is give you their email name?

Evan Carmichael:

Yeah, name and email.

Tom Wheelright:

Name and email and they automatically get the download.

Evan Carmichael:

Yeah. Do you have any lead magnets for-

Tom Wheelright:

Mm-hmm.

Evan Carmichael:

… Okay, so what’s, what lead magnet relates most to this interview? Because this is maybe a little weird interview for what you would normally do, but-

Tom Wheelright:

Yeah. Well, not really. I mean that’s kind of the interesting thing is actually we’re in the middle of interviewing chief marketing officers and one of the things they ask is, one of them asked me this question, he says, “So we have to figure out who you are.” Which is interesting because people all know me as the tax guy, eight? But when I do my podcasts, I don’t just talk about tax. I mean I talk about the economy, we talk about business, we talk about all those other things. So that’s actually a question. I don’t have something right off the top of my head for something like this because probably the easy download would just be one of my podcasts. I mean, that would be the easy thing. But we don’t have a, our eBooks and stuff that tend to be tax related.

Evan Carmichael:

The book that we talked about on my show, do you have a free chapter?

Tom Wheelright:

Yeah, we can do a free chapter.

Evan Carmichael:

Yeah. So that’s what we do. So the goal is-

Tom Wheelright:

Got it.

Evan Carmichael:

… In the middle of the video.

Tom Wheelright:

Got it.

Evan Carmichael:

We would talk about whatever free thing, you can give away that, just name and email because the selling happens on the email afterwards. You want to get them on your email list, give them value for your content, and then-

Tom Wheelright:

So make chapter on how to get the government to pay for your Ferrari.

Evan Carmichael:

Yeah, that’s-

Tom Wheelright:

A really good one.

Evan Carmichael:

It’s a good one. Guys, if you want the free chapter on how to make the government pay for your Ferrari, there’s a link in the description below.

Tom Wheelright:

Click right here.

Evan Carmichael:

Click on that right there.

Tom Wheelright:

We’re doing that. Let’s do it.

Evan Carmichael:

Yeah.

Tom Wheelright:

Absolutely.

Evan Carmichael:

Now that may be a little awkward if you’re coaching somebody or you’re in the middle of an interview to make a pitch like that.

But what you can do is you can have it pre-recorded and interrupt yourself.

Tom Wheelright:

Got it.

Evan Carmichael:

So then, “Hey guys, it is Tom here. I hope you’re loving this interview with blank, if you want to learn how to blank, blank, blank, there’s a link and description below. It’s free.

Tom Wheelright:

Perfect.

Evan Carmichael:

Go get it. I’ll see you there.

Tom Wheelright:

And you see that all the time on YouTube videos.

Evan Carmichael:

Yeah, and it’s value. It’s the most relevant lead magnet that you have.

Tom Wheelright:

Exactly.

Evan Carmichael:

And it’s simple and it’s basic. And it doesn’t have to be a giant ebook. It’s a free chapter. It’s a three page download. What are the most common questions that people ask you? And then you put that into a pdf.

Tom Wheelright:

Got it.

Evan Carmichael:

And now they’re on your email list.

Tom Wheelright:

Got it.

Evan Carmichael:

If you go from video to pitch, you will convert, you will convert. But it’s asking somebody to marry you on the first date.

Tom Wheelright:

Right.

Evan Carmichael:

Where if you can build a relationship with them, make it easy.

Tom Wheelright:

For sure. And particularly when you’re in, like our business is a very relationship business, right? So we’re not a transactional business to begin with. And so if you’re in a transactional business, you’re selling widgets, that’s fine. But we’re selling relationships. So we do need to build it over time.

Evan Carmichael:

And honestly, for most people listening to this, it’s a relationship business that you’re developing with your clients. So the call to action needs to be in every video.

Tom Wheelright:

Got it.

Evan Carmichael:

So what you need to do is start thinking for a video before it goes up-

Tom Wheelright:

Every video.

Evan Carmichael:

… What is the thing that I’m giving away? Because most people will not watch every video on your channel, right?

Tom Wheelright:

They won’t.

Evan Carmichael:

Especially with YouTube, because you’ll get recommended.

Tom Wheelright:

They’re looking for a particular subject.

Evan Carmichael:

Or you’ll be-

Tom Wheelright:

Subject.

Evan Carmichael:

You’ll show up against somebody else.

Tom Wheelright:

I mean, it’s obvious. I can tell one of the ways I tell, the topics that work is those are the topics that go viral on TikTok. So because we use, obviously have the same topics. And so when I’m talking about why Donald Trump doesn’t pay any tax, that one goes …, right immediately. Well, okay, so I can see that you’ve really got to, you can pull that out. Really. You pull it out of your curve, right?

Evan Carmichael:

Yep.

Tom Wheelright:

And then you’d pull it out of also see how it actually performs.

Evan Carmichael:

Yeah, for sure. Yeah. Yeah. And there’s a lot of correlation with things that do well on YouTube and TikTok and Instagram and Twitter.

Tom Wheelright:

Absolutely. No question. No question.

Evan Carmichael:

So every video has to have a call to action in the middle somewhere. You don’t put it at the beginning because people don’t know you yet. They’re not going to do the same.

Tom Wheelright:

No relationship.

Evan Carmichael:

You don’t put it at the end because as soon as you start using ending language, people leave. So you put it somewhere in the middle-

Tom Wheelright:

Got it.

Evan Carmichael:

… Of every video. So that-

Tom Wheelright:

Makes sense.

Evan Carmichael:

… They’re going to keep watching.

Tom Wheelright:

Sure.

Evan Carmichael:

But now we’re getting an email address.

Tom Wheelright:

Right.

Evan Carmichael:

Now, once we have their email address, you can listen to all the other shows you’ve done on marketing.

Tom Wheelright:

Now, now, now we’re list building.

Evan Carmichael:

Yeah. Now we’re listed, and now we’re selling right through the email. But don’t sell on YouTube, but make sure we’re not just making videos and hope people find us. We’re trying to collect email addresses so then you can position your products and services.

Tom Wheelright:

I like it.

Evan Carmichael:

Yeah, and as easy as possible. And then three is thinking about what’s next.

So this is especially true on YouTube. You have 20 seconds at the end of a YouTube video on what’s called an end card, which means you can show another video on your channel at the end of your current video.

Tom Wheelright:

Oh really?

Evan Carmichael:

Yeah. So what you want to do is think about what is we do this? Who else have you interviewed on your show that’s most relevant to what we’re talking about today, that you’ve already done? You may not have a YouTube person on, but entrepreneurship or marketing?

Tom Wheelright:

No, I would say probably like Mike Dillard.

Evan Carmichael:

Okay. So Mike Dillard. Perfect.

Tom Wheelright:

Would be a good example.

Evan Carmichael:

So at the end of this video, what we’d want to do is encourage people to go watch the Mike Dillard video.

Tom Wheelright:

Got it.

Evan Carmichael:

So if you love this with Evan, you have to go watch the one I did with Mike Dillard where we talked about-

Tom Wheelright:

Got it.

Evan Carmichael:

Dah, dah, dah, dah, it’s right there next to me, go click it. I’ll see you there. What you want to encourage people to do is, if they watch one video from Tom, they watch three, they watch five, they watch eight. Because if you can start continuing the session-

Tom Wheelright:

And then they’re subscribing.

Evan Carmichael:

Then they’re subscribing, then YouTube’s promoting you a lot more to them.

Tom Wheelright:

Got it.

Evan Carmichael:

And the way YouTube also works is if I start watching your videos, people who are like me will also start recommending your videos. So if you teach people that they watch one video and then they bounce, that’s not good for YouTube. But if you’re teaching them and they watch one video and they watch five more, then you’ll start getting, right now, you start blowing up a lot more, right?

So it’s in the framing of the videos, but also the language that we’re using. So at the end of the videos, I never ask people to subscribe to my channel, the three and a half million subscribers. I never say, please subscribe to my channel. As soon as you start using language, it feels like it’s over, people leave. Thank you guys so much for watching. I hope you enjoyed, please let in the comments why… I don’t know how you end all of that. As soon as that comes on, you’ll see your retention curve just tank. They’re gone.

So you treat it like it’s the end of the first quarter in a basketball game.

Tom Wheelright:

Got it.

Evan Carmichael:

It’s the end of your filming session, but it’s not the end of their viewing session, right? So what do they have to go watch next?

Tom Wheelright:

I like that.

Evan Carmichael:

That’s already on your channel. And then it’s just this big, so if we, did you take a screenshot of this? You want a screenshot of that?

Tom Wheelright:

I do. I want you-

Evan Carmichael:

Yeah, yeah.

Tom Wheelright:

I want it right down there.

Evan Carmichael:

Let’s go red. So for this, what’s next? This is the screen. This is somebody’s YouTube experience. And then what you can do is put a video in the middle of the screen.

Tom Wheelright:

Okay.

Evan Carmichael:

That’s going to be there for 20 seconds. And they can click on it. They can click and go there. It’s the only time people can actually click and go-

Tom Wheelright:

Oh really?

Evan Carmichael:

…To something else. So you can either edit yourself in, your team edits you in, or for somebody who doesn’t have an editor, you just stand to the side, that’s you.

Tom Wheelright:

Okay.

Evan Carmichael:

And you point here.

Tom Wheelright:

Got it.

Evan Carmichael:

You say, “Go watch this one right here next to me. It’s right there. I’ll see you there. You’re going to learn how to blank, blank, blank, blank, blank. You have to go watch it.” Right? Whatever feels authentic. But they’re on this one video and you go send them to what’s next.

Tom Wheelright:

Got it.

Evan Carmichael:

We’re extending a session. YouTube’s going to love you and it’s going to promote you a lot more.

Tom Wheelright:

I love it.

Evan Carmichael:

It’s the opposite of what most people do. Most people end with a call to action.

Tom Wheelright:

Of course.

Evan Carmichael:

Most people begin with a, “Hi, I’m Tom and I’m an expert, and yada yada,” is like what? I’m at it, right? They don’t do anything in the middle. There’s no call to action. And the call to action’s at the end, please like and subscribe and call us if you have a question and yada yada y.

Tom Wheelright:

Right.

Evan Carmichael:

Which you can all do as if you’re making content. You’ll still get some results. But if you can just flip those three things, you’ll get a lot more.

Tom Wheelright:

Well, because to me it’s all, when I look at this, it’s kind of like when I go on stage, when people say, “How do you possibly go on stage in front of a thousand or 10,000 people and not be scared?” I’m going, “Well it’s not about me.” So to me, when I look at the hook, this is what’s in it for you. That’s what the hook is. The call to action is how can you get more? If you like this, what can you get that’s a bonus to you?

Evan Carmichael:

Yeah.

Tom Wheelright:

And then how can you get more of what you’ve, obviously, you’ve stayed through the whole thing.

Evan Carmichael:

Yeah.

Tom Wheelright:

Why not go to the next one? And then it’s all about them. It’s not about me anymore.

Evan Carmichael:

And your channel better than they do because for them, you assume it’s the first time here.

Tom Wheelright:

Sure.

Evan Carmichael:

So send it to Mike Dillard after me makes sense. And then to somebody else. If we’re talking Biden tax code or something afterwards, it may not make sense. So the viewer will have to watch my video, right? So you’re making it easier for them to just continue on in the journey.

Tom Wheelright:

Awesome.

Evan Carmichael:

Yeah. So that’s good.

Tom Wheelright:

All right. So this is good. We’re going to take a picture of this one.

Evan Carmichael:

Yeah.

Tom Wheelright:

This one. So these all show up on my computer.

Evan Carmichael:

Oh, there you go.

Tom Wheelright:

This is so that I don’t have… I will go back and watch this video, but my team will definitely be watching this video.

You guys are going to be watching this video over and over again because this is gold here. I mean Evan, I presume you don’t normally do this for free. So this is something you would charge a lot of money for. So that’s what I love about being able to do the YouTube videos is because you get people who would charge a lot of money to speak on a stage, or they charge a lot of money to do some actual coaching, but you get them to do this because you get exposure. I get exposure. Everybody wins on something like this. I love this.

Evan Carmichael:

Let me share one last thought please. That’s just coming to mind as we go about leverage, because we like leverage. I want to minimize the time of spending and getting tons of results. So if we’re making the coaching videos, so you’re trying to sell or you’re trying to sell your books, sure you’re going to make the book video. Somebody pays, they buy a hundred books and they get time with you. They’re going to have the books. If we’re making that book video, you’re going to do a coaching session with them.

So that video is something we can use on YouTube, right? YouTube And then the best moments we’re going to clip and it’s going to go to TikTok and-

Tom Wheelright:

Instagram,

Evan Carmichael:

… IG and Twitter… But this is already insane leverage for most people because they’re thinking they have to create unique content here. But it can also be used in your emails.

Tom Wheelright:

Right.

Evan Carmichael:

So if somebody signs up for the book email, then they get these videos, it’s value add. Everybody should have an autoresponder sequence. As soon as somebody first comes to your list, they get to see and it’s you at your best. It’s you helping somebody, right?

Tom Wheelright:

Yeah, I love it.

Evan Carmichael:

They should also be, you could put on your Amazon page, of you coaching the person through the book.

Tom Wheelright:

For sure.

Evan Carmichael:

It could also be on your landing pages and should be on your landing pages. So if you have a book landing page and if you’re sending right to Amazon, then that is the landing page. But if you’re selling your courses or whatever else, course if you have your course, everybody has testimonials.

Tom Wheelright:

Right.

Evan Carmichael:

Sometimes the video, sometimes they’re just five star and this course is great, but what if on the course landing page, I got to see you coaching somebody-

Tom Wheelright:

Actually doing it.

Evan Carmichael:

… Who’s just completed the course.

Tom Wheelright:

So you, you’re giving away free sample.

Evan Carmichael:

Yeah.

Tom Wheelright:

That’s basically what you’re doing. You say, “Here try it for free.”

Evan Carmichael:

Yeah.

Tom Wheelright:

For free.

Evan Carmichael:

And as somebody who’s completed the course, but not just ask them for testimonial.

Tom Wheelright:

No, no.

Evan Carmichael:

But they get to see you coaching them to get to the next level. They’re going to be saying great things.

Tom Wheelright:

You see their aha moments.

Evan Carmichael:

And I see how much you actually care about this person getting, because there’s a lot of skepticism, there’s a lot of scammers, a lot of people who are-

Tom Wheelright:

For sure.

Evan Carmichael:

… Especially around money. There was a lot of fear and people ripping people off. And so if I get to see you actually caring about somebody and helping them and getting them results, how much does that help your conversion increase on your current landing pages?

So now that one video is doing quadruple duty, it’s going to be everywhere. As opposed to it just being, “Okay, I have a show on YouTube and I hope that it does something,” right? So as much, and this can be applied for anything, for whatever we’re selling. You have your social channels here, you have an email sequence, there might be other places where your content’s living and then you have landing pages on your own website that you’re going to use to promote the thing. And so it’s a fantastic conversion tool as well as a lead generation tool at the same time, and yeah, use it.

This is how we turn it into a business because again, most people are stopped struggling thinking about what do I care about having 10,000 subscribers on YouTube? I need it to work in my company. And so now it actually, hopefully, makes sense.

Tom Wheelright:

So this is this Evan, this is awesome. We’re going to go back to the, now I’ve got, now I’ve got Evan buy Waycom. Great.

So here we are. We’re back. So thank you so much. That was awesome. Cool. Our first longer form video, we normally do a podcast. We used to call it a commuting podcast because a commute’s 20 to 30 minutes and so we tend to do a 20, 30 minute. But I love the longer form. I personally love watching the longer form because then you get people in depth and you actually get more.

There’s just more meat in there. So I love that. I love getting all the leverage and watching it, and I love the call to action in the middle. I think that’s a piece of magic.

So where do we get more about you?

Evan Carmichael:

I’m Evan Carmichael, most places, but the next thing you guys need to do is go watch the Mike Dillard video.

Tom Wheelright:

There you go.

Evan Carmichael:

That’s right there. That’s going to talk about what did they get with Mike Dillard?

Tom Wheelright:

So Mike Dillard is, to me, he is like the marketing magic. This guy prints money, so you know, want to learn how to print money. Basically, Mike Dillard’s the guy for printing money.

Evan Carmichael:

Go click the link guys, we’ll see you there.

Tom Wheelright:

Awesome. Thanks everyone. So just remember what happens is, of course we’re going to close with the close here. We have Evan Carmichael, he’s everywhere and it’s so great to have him with us. And remember that when you do get out there, one of the great things about this is not only are you going to make way more money, you going to end up paying way less tax.

Everybody, that’s it.

Announcer:

You’ve been listening to the WealthAbility Show with Tom Wheelwright. Way more money. Way less taxes. To learn more, go to wealthability.com.