Young and Profiting with Hala Taha - YAPClassic: Evan Carmichael on Surviving Entrepreneurship

Episode Date: October 19, 2022

Most people have had an inkling to start a YouTube channel, but don’t know what it takes to run and grow one. In fact, the average YouTube growth rate is 1,000 subscribers in 22 months. How do you build a sustainable channel that organically attracts consistent viewers? Evan Carmichael has been running an entrepreneurial YouTube channel since 2008. He has garnered over 3.5 million subscribers and 500 million total video views. His goal is to help 1 billion entrepreneurs.  In this episode of YAP Classic, Evan gives Hala some insider tips on building and growing a successful YouTube channel, such as designing engaging thumbnails, conducting split tests, and utilizing end cards. He talks about how to overcome shyness and anxiety as a content creator. Hala and Evan also discuss ways to eliminate negativity from your life and gain confidence in the face of insecurity.  Topics Include: - Evan’s goal of helping 1 billion entrepreneurs  - Purpose comes from Pain  - Learning from Bill Gates - Combining talent with hard work  - Evan’s advice for people who don’t believe in themselves - Eliminating negativity  - Continuing Zig Ziglar’s legacy  - Transitioning to YouTube - Evan’s YouTube growth strategies  - Overcoming awkwardness and anxiety  - Tips for building a popular YouTube channel - How to use an end card - What is a split test?  - Hacks for YouTube advertising  - How long should your YouTube videos be?  - And other topics… Evan Carmichael is an entrepreneurial coach, author, speaker, and venture capitalist. He hosts a popular entrepreneurial YouTube channel that boasts over 3.5 million followers, where he interviews top entrepreneurs like Tony Robbins, Ed Mylett, and Oprah Winfrey. He offers courses through his company, Evan Carmichael Communications Group. He has written four books, including Built to Serve and The Top 10 Rules for Success. Evan was named one of the World’s 40 Social Marketing talents by Forbes. He was also put on Inc.'s list of 100 Greatest Leadership Speakers and named one of their 25 Social Media Keynotes Speakers you Need to Know.  Resources Mentioned: YAP episode #60: https://podcasts.apple.com/us/podcast/young-and-profiting-with-hala-taha/id1368888880?i=1000469316006  Evan’s YouTube Channel: https://www.youtube.com/user/ModelingTheMasters  Evan’s Books: https://www.amazon.com/Evan-Carmichael/e/B01JJZTIHM%3Fref=dbs_a_mng_rwt_scns_share  Evan’s Website: https://believe.evancarmichael.com/homepage  Evan’s LinkedIn: https://www.linkedin.com/in/evancarmichael/?originalSubdomain=ca  Evan’s Instagram: https://www.instagram.com/evancarmichael/  Evan’s Twitter: https://twitter.com/evancarmichael?lang=en  Sponsored By:  Invesco - Discover the possibilities at Invesco.com/ETFSolutions More About Young and Profiting Download Transcripts - youngandprofiting.com   Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review -  ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala Learn more about YAP Media Agency Services - yapmedia.io/ Join Hala's LinkedIn Masterclass - yapmedia.io/course Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode of YAP is sponsored in part by Shopify. Shopify simplifies selling online and in-person so you can focus on successfully growing your business. Sign up for a $1 per month trial period at Shopify.com-profiting. [♪ Music playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, Today on Yapp, we're resurfacing one of my favorite interviews from the Yapp Archives, episode number 60 with Evan Carmichael. Evan is an insanely popular entrepreneur and YouTuber. He has over 3.5 million subscribers on YouTube and a total of over 500 million views. His goal is to help 1 billion entrepreneurs, and he's on the right track.

Evan is an expert when it comes to scaling YouTube channels, and today we're diving into all things YouTube, like designing thumbnails, advertising your channel, conducting split tests, and so much more. We also talk about entrepreneurship and how to find confidence when you don't believe in yourself and how to remove negativity from your life in order to make room for growth. And lastly, he shares some tips for introverts who are looking to become content creators. This episode is chock full of wisdom for everyone, whether you want to start a YouTube channel or you want to become an entrepreneur. Enjoy my interview with the King of YouTube, Evan Carmichael. All right, everybody. Welcome to Young and Profiting Podcast.

Today, I have an awesome guest, Evan Carmichael. Thank you so much for joining the show. Thank you for the love, how that great to be here. Yeah, very excited for you to be here today. So you are a serial entrepreneur, and you've done so much in your life, but right now, you're essentially a trainer and a coach to entrepreneurs, and you're done so much in your life, but right now you're essentially a trainer and a coach to entrepreneurs, and you're also a media personality

with a huge YouTube following. So tell us about that audacious goal. Where did you come up with the goal to try to help one billion entrepreneurs, and are there even a billion entrepreneurs that exist today? Yeah, so I believe in having a goal so big that you never reach it. So I believe in having a goal so big

that you never reach it. So I'm not the kind of person who has a five or 10-year goal. I think if you have a 10-year goal for yourself, you're thinking small. I think if you think about who you were 10 years ago, like who was Hala 10 years ago, could she have with any accuracy predicted where you are right now?

If not if you're growing, right? No, yeah, you're right. I'm gonna have the Young and Profiting podcast. No, no, I didn't know. It's like, there's no way. not if you're growing, right? No, yeah, you're right. I'm gonna have the young and profiting podcast. No, no, I didn't know. It's like, there's no way. Not if you're growing, right? And so what makes you think you can do it going forward, right? So you can't predict anything in a 10 year window

for yourself if you're growing. So I think it's mission. I want to solve the world's biggest problem. I want to help a billion entrepreneurs. It's meant to be some giant number that I'm never gonna hit, but then it fuels decision-making on a day-to-day basis. So it's why I don't do a lot of one-on-one coaching. I'm trying to reach a ton of people.

It's why I'm on this show. Episode 60, let's go. Yeah, let's go. It's why I'm on this show. It's why I have my YouTube channel. It's why I write books. I'm trying to hit the masses. And so I think everybody having that North Star to say,

this is what I'm trying to do for the rest of my life, makes a big difference. So I read, or maybe I heard it on an interview, that you believe that your purpose comes from your pain, right? And so your purpose is to help one billion entrepreneurs. Where did you, like, what was the pain that stemmed all this? So in my first business, I was 19. I struggled a lot as an entrepreneur.

I had 30% of a startup company. I was making 300 bucks a month. And I didn't know what to do. I made it harder on myself in that. I told my friends that I was living the entrepreneur life and I was hustling, but really, I couldn't hang out with them because 20 bucks for pizza and beer was was too much for me. So I isolated myself. I made it really hard on myself and

I'm a visual learner. There wasn't a lot of visual content at that time. So I'm 39 now. It was 19 years 20 years ago YouTube didn't exist and I now want to make the path easier for other people who are struggling with what I struggled with. And so, for the listeners, for the viewers, whatever you struggled with, whenever you felt the lowest as a human, the least amount of self-worth and lowest self-confidence, that moment, what happened? There's lots of people who currently are what you used to be. Yeah. And you got through, but a lot of people don't get through. And so you

represent hope to them and helping them and seeing their eyes light up and being a source of inspiration for them will fill you up in a way that other work doesn't. And so I want people to find out what their purpose is and then unleash it into the world. Oh, that's beautiful. That's an awesome mission. So you've studied the lives of many successful entrepreneurs, most notably Bill Gates, right? So you credit him with helping you turn around your first business. Can you share that story with us? And for those of you who don't know, Bill Gates is the second richest man in the world, and he was the founder of Microsoft.

One awesome that you did your homework and research, two, wow, I can't believe that's even a caveat now that people don't know who Bill Gates is again. Well, maybe younger people don't know. I mean, it makes sense. It makes sense. It's just how much the world has changed. So, worser my life is when I told my business partner that I quit.

We were struggling. I wasn't making money. I felt worthless. And so I said, I quit. I need to feel like I'm a valuable human and something. It wasn't for lack of effort. Like every day, it's all I was doing every day is working. And I wasn't I quit. I need to feel like I'm a valuable human and something. It wasn't for lack of effort. Like every day, all I was doing every day is working and I wasn't getting results.

And so I said, I need to feel worth, like I have worth as a human. So I quit. And then I cried, you know, soft kind of my eyes, my nose, I was lost. And then I woke up the next morning and I said, you know what, I can't quit on this yet. Like I haven't given it everything. If I look back in 10 years, I'm going to say,

I wish I tried a little bit harder. I wish I did a little bit more. I can't quit yet. But it's got to, I can't just keep doing the same thing. Like there's got to be something else. Somebody has solved this problem before. And so I just asked myself, who has sold software before? And the only person I could think of was Bill Gates, who started Microsoft. So I looked at Bill Gates' story and how he got started, right? So, you know, how I mentioned he's one of the richest men in the world. I didn't care how he made an extra million dollars now. It's like zero to one. How did he do that? Because that's what I wanted to do. And he did it through partnerships.

So I applied his lessons into my business within a short amount of time had my first deal for $13,500. And that may not sound like a lot of money, but to me that was, man, I was just like, Rich, that was rich. I had money. I was rolling in it.

That's crazy. But more important than not to give me hope and it gave me a strategy I can use again and again and again. And so for the past 20 years, what have I done? Whenever this is something I don't know how to do, I ask myself, how can I model success? Who has done this thing that they can teach me

and I can just learn from them? So for anybody familiar with my YouTube channel, there's a lot of content on there learning from successful people because I wanna make it easier. Because if you're trying to learn from an Elon Musk, a lot of the content might be boring, a lot of, he's not a fantastic speaker. They ask some questions that you may not care about.

So we try to take eight hours of footage and condense it down into 15 minutes of awesome knowledge you'd learn from. Yeah, so if you guys haven't been on his YouTube channel, it is absolutely amazing. He's got these also like, you know, 10 reasons why XYZ is successful and he really does his research in terms of the people that he studies. And it's really interesting to me because you don't necessarily like talk to them in person or do any interviews with them.

You really just like researching them and finding the stuff that's online and then curating it, which is so important to understand that like you don't actually need to talk to someone one-on-one to get information from them. A lot of people, you know, have books and have videos and you can study their lives and learn from them without necessarily knowing them personally. Yeah, I mean, I've had the good fortune of having a bunch of them on, so we had Tony Robbins on and we had Gary V. on and we had Grant Cardone on.

Yeah. We've had these people on But yeah, like I'm never gonna meet Steve Jobs It's not gonna happen But you could still learn from him. Yeah, and so that's what I'm trying to do is give people every day A resource to go and learn from because here's what happens if every day you're watching a video or listen to a podcast or reading a book From somebody who's done a lot more

than you, you may not notice a shift in yourself day to day, but if you did that every day, and you look back three months, six months, a year later, like, man, I've grown so much. You can't help. This is episode 60 of Hala Show. If you go back and you watch every episode, like if you take the next 60 days and start from zero

and just go, you'll be a different person in 60 days. Yeah, totally. Because you got Hala in your ear, giving you confidence, boosting you up, making you feel amazing, right? And we need that because, you know, Hala might be a cheerleader for you in your life, but you probably don't have a lot of cheerleaders

in your life right now. And so even though Hala may not know you, you can still learn from her, you can still get her wisdom, and you can still apply it to make a meaningful change in your life. I love that. Let's stick on Bill Gates a little bit longer.

So he was like a genius. He got almost a perfect SAT score. He was like a coder when he was a teenager. And so it seemed like he had this natural ability for technology and computers and things like that. What do you think about talent? Do you think that it's something that everybody naturally has, or do you believe that we need to work at it in order to be very good at one thing?

I think everybody has the ability to be Bill Gates at something, where you can combine what you're naturally good at with a lot of hard work and repetition and skill. So Bill Gates might have been wired a certain way, to think a certain way, to have some national intelligence, but he still worked a lot to build his business up. And I think a lot of people either one don't believe that they could be the greatest in the world as something. You could be the greatest in the world at something.

I believe that. It just may not be what your parents want you to do or what you want to school for, right? It's something totally different. How that probably didn't go to school for podcasting. No. LinkedIn live streaming, right? Sorry.

You don't go to school for that, right? So it's probably, she's the weird duck in her family. Like you're doing a what? You go home for Christmas or New Year's and explaining what you do Yeah, I've got a LinkedIn live show when we bring people on like seems totally foreign and different But believing that you could be the greatest in the world at something and then every day Chasing that down to get better at the skill. I think is inside everybody

Most people just either want don't believe themselves enough to chase something down or to go off and actually find it. And now a quick break from our sponsors. Young and profitors, do you have a brilliant business idea but you don't know how to move forward with it? Going into debt for a four year degree isn't the only path to success. Instead learn everything you need to know about running a business for free by listening to the Millionaire University podcast. The Millionaire University podcast is a show that's changing the game for aspiring entrepreneurs.

Hosted by Justin and Tara Williams, it's the ultimate resource for those who want to run a successful business and graduate rich, not broke. Justin and Tara started from Square One, just like you and me. They faced lows and dug themselves out of huge debt. Now they're financially free and they're sharing their hard-earned lessons with all of us. That's right, millionaire university will teach you everything you need to know about starting and growing a successful business. No degrees required. In each episode you'll gain invaluable insights from

seasoned entrepreneurs and mentors who truly understand what it takes to succeed. From topics like how to start a software business without creating your own software, to more broad discussions such as eight businesses you can start tomorrow to make 10K plus a month, this podcast has it all. So don't wait, now's the time to turn your business idea into a reality by listening to the Millionaire University podcast.

New episodes drop Mondays and Thursdays. Find the Millionaire University podcast on Apple Spotify or wherever you get your podcasts. Your dog is an important part of your family. Don't settle when it comes to their health. Make the switch to fresh food made with real ingredients that are backed by science with nom nom. Nom nom delivers fresh dog food

that is personalized to your dog's individual needs. Each portion is tailored to ensure your dog gets the nutrition they need so you can watch them thrive. Nom-nom's ingredients are cooked individually and then mixed together, because science tells us that every protein, carb, and veggie has different cooking times and methods. This packs in all the vitamins and minerals your dog needs, so they truly get the most out of every single bite. And Nom Nom is completely free of additives, fillers, and mystery ingredients that contribute to bloating and low energy. Your dog deserves only the best.

And Nom Nom delivers just that. Their nutrient-packed recipes are crafted by board-certified veterinary nutritionists, made fresh and shipped to your door. Absolutely free. Nom Nom meals start at just $2.40 and every meal is cooked in company-owned kitchens right here in the US, and they've already delivered over 40 million meals, inspiring clean bowls and wagging tails everywhere. Ever since I started feeding my dog Nom-nom, he's been so much more energetic, and he's getting older, he's a senior dog,

but now we've been going on longer walks and he's much more playful. He used to be pretty sluggish and sleeping all the time, but I've definitely noticed a major improvement since I started feeding him nom nom. And the best part, they offer a money back guarantee. If your dog's tail isn't wagging within 30 days, they'll refund your first order. No fillers, no nonsense, just nom nom. Go right now for 50% off your no risk 2 week trial at trinom.com-shap. That's trinom.nom.com-shap for 50% off trinom.com-shap. So what's your advice to people who don't believe in themselves and who have a hard time thinking that they are good at anything or that they can easily learn anything and they just have like low confidence?

Like what's your advice to them to start moving the needle to start believing in themselves a little bit more? One recognize that that's not you talking to you. Those are other voices in your head. Those are your parents, those are your teachers, those are your aunts, uncles, friends, community. You're not born and automatically think I suck. So this has been something that's been planted inside you.

Already that is a step. Yeah. So next step, we need to remove the negativity from our lives. Who is it that when you hang around, you feel worse about yourself? Maybe that's your parents, maybe that's your friends, just because you want to high school with somebody. It doesn't mean you should still be their friend now. A lot of us are in friends out of convenience more than anything else.

So, the acid test becomes when you're with somebody and you leave, like, I'm talking how, when this is done, I'm going to feel pumped, right? You want to be around more people like that. When you're done leaving them, you feel great and they feel great. We don't have that many people in our lives who are like that. A lot of people after we've spent time with them, you feel like you go and you need a nap or you need a shower. It's like you've just been drained and now you're dirty. Totally. And so eliminating as much as possible those people from your life or just the topics. Maybe you love your mom but whenever you talk about your career it leads down to this mess.

So I'm not talking about my career with my mom but we're going to talk about all this other stuff. Yeah. So you eliminate the negativity. Now you've got a whole, you've got all this, you've got extra time, you're not hanging out with your negative friends, but what are you going to do with your time? You need to inject more positivity, whether that's remotely like my YouTube channel,

Halas Show, books, podcasts, or whether that's physical of going out and going to events and going to meetups and going to conferences and trying to meet people, that three step process. Amazing advice, really great advice. So Zig Ziggler is somebody that you apparently worked with. I heard you talk about that in passing, but in what capacity did you work with him? So I haven't worked with Zig himself.

We worked with his son. Okay. I love Zig. I mean, Zig was one of the founding fathers of personal development. A lot of people don't know who he is. If you walk down the street and say, hey, who's Zig Ziggler?

Most people have never heard of him. If people don't know who Bill Gates is, they definitely don't know who's Zig Ziggler is. It's a tell us who he's going to see. So I mean, one of the fathers of personal development, and he was one of the first guys to get on the road and create books and create programs. And for me, part of what's become a part of my mission

is helping preserve the legacies of some of these people. So when we were doing a tribute video to Zig, we worked with his son who's taking over the Ziggler brand to get content and put it together and share it because I want people to know who Zigg Ziggler is. And otherwise, that content could be buried and lost forever. I want people to hear the message like I want I want more voices Coming out and speaking because maybe they don't maybe when they hear it from zig they don't quite get it But then hallow with her spin with her story

Maybe that's the moment that it actually tweaks and you make the change and so all, I've done 6,000 videos plus on my YouTube channel. It's all positivity. It's all believe. It hopefully is inspiring and motivating you. But Eric Thomas is going to yell at you and Oprah Winfrey is going to hug you and everybody has their own style. But it's still Oprah and Eric Thomas are often saying the same things just with a different technique. Yeah, everybody resonates with different people. Just you have to find the right person that resonates with you. So let's switch to YouTube. You actually started off with a different technique. Yeah, everybody resonates with different people. Just you have to find the right person that resonates with you. So let's switch to YouTube. You actually started off with a blog site with a website.

So first tell us why you ended up transitioning to YouTube. And I think that was like 10 years ago. So what made you transition from the website to focusing more on YouTube? Yeah, so April 2009 was my first video. So it's almost 11 years now. Wow. Easy, crazy. Wow, you got in so early. I mean, I'm sure it didn't feel like that back then, but well, here's the thing. So I, why did I do it? One, I loved, I loved testing out different things. I love trying out different things. Even this, like we're doing a LinkedIn live broadcast,

right? I haven't done that many. You introduced me to StreamYard, a new software I've never heard of, right? Like, I love trying out different things. And some of them stick and most of them don't. But I'm a visual learner. So I used to learn a lot through books. I don't listen to a single podcast because auditory is the worst for me. If I couldn't see you right now, I'd be like this. I can close my eyes and really focus in in because it's hard for me to learn through auditory. So I wanted more visual content because I'm a visual learner.

So I wanted to create YouTube videos as new platform called YouTube. So let's make some videos that I can help people with. At the time though, YouTube was not an educational platform. YouTube 11 years ago was, you know, cat coughing up a hair ball and... Man falls down stairs and just... I see you did get in really, really early.

Memes, like I'm making 10 minute thought leadership videos. Nobody was, but it was, it also wasn't smart, right? I mean, my first video in one year had three comments on it. And the first one was my mom, and the second was my older sister. And then the third comment was some random guy who happened on my videos. So if you think about it, like in a year

of the video being up, only one person commented on my video. Yeah. I just stuck with it, right? I just like, I just kept going. I just kept creating content. So crazy. 6,000 videos later. So it took me five years to get the 7,000 subscribers.

You think about it, five years, 7,000 subscribers. Now, I wasn't committed full time. I wasn't putting out as much content. But also, the platform had to catch up to what I was making. Yeah. So how'd you scale? How'd you get from 7,000 to 2 million in five years?

A couple of things. One, I took it more seriously, just like anything else, right? Like this is episode 60. If you're doing a lot of people get that episode three and then stop. Like I didn't get people watching. Nobody's giving me comments, there's no shout outs. Yeah.

And they quit, right? Yeah. If you keep going and we do this again for episode 600, it's gonna be even bigger, right? Yeah. I just kept going where a lot of people quit because they're not getting the results. To YouTube caught up, right?

Like YouTube became an educational platform. People will consume education and long form videos. People will watch a three hour video on YouTube. It's crazy. Yeah. That was not what was happening when I first started. And then three, I got better, right? Like you do something 6,000 times, you're going to get better. I'm introverted naturally. That doesn't come off when I'm doing stuff like this, but yeah, I'm an introvert. I don't like

the spotlight. I don't need to have the line light on me. Go back and watch my first videos are all still up there. You can see how awkward and nervous and shy and anxiety I had and making a content. But I wanted to serve. I wanted to help. And so that's why I created it. So I just got better. Like you said, you were a little awkward.

You're like a little introverted naturally. How did you start to have more presence, speak better, things like that? One, recognize that I need to stop being selfish, that it's not about me, it's about the audience. It's not about me being great, it's about helping people. Every time I switch it to, even here, if I'm nervous about coming on your show,

it's not about me, I'm here to help Hala and her audience hopefully learn something. And shifting it to service service reduces anxiety, increases the confidence, increases the motivation, and I'm like, I've got something that can help people, and I need to stop being selfish and get it out there. Two, modeling success, just like I did with Bill Gates in my first business, look at other people who are communicating and what can you learn from them. So I would study 20 Robins and Les Brown and Zig Ziglar and Oprah and all the people that I

have profiled on my channel over the years and your goal is to be the best you, right? It's not to be the next Steve Jobs or Bill Gates or anybody. It's like, but I could take this piece from Oprah and this piece from Bill Gates and this piece from Kanye and you slowly become a better version of you. I think a lot of people watching and listening could get there a lot faster than me. It's been a slow work in progress. Most people aren't gonna make 6,000 videos to get to this point, but it's a consistency and willingness to follow through

because you have a mission that matters and drives you. Yeah, that's awesome. And it totally shows that you put in the hours, like you've got a really good presence and you speak really well. Let's talk about credibility on YouTube. So let's say you come across somebody new who's new to YouTube. For me when I look at a new podcast there's certain things that I look at. I look at reviews like number of reviews are they real are they actually saying the person's name or did they buy those reviews. There's certain things that I look for to judge credibility. For you, when you go on a YouTube page, you being like a YouTube guru, what do you look for? So I guess it depends on what

I'm, why am I on that page? To see like, if you feel like this person is having good progress on YouTube, let's say, like is about to do well or has the potential to do well. So if we're living inside like the thought leadership space, like you're an expert in getting your message out as opposed to, because YouTube is everything, YouTube could be prank videos and food challenges. Let's sit down like self-improvement, that type of space. So I look at, does the person have something that I'm learning from? Have I learned from this human?

So people mostly focus on the wrong thing. People mostly focus on what microphone am I gonna use? And what's in my background and how's my hair and is the lighting perfect? All of a sudden that you probably don't ever wanna be an expert at. If you wanna be in person development, be a speaker, be a trainer, be the person up front,

most people will spend 20 minutes recording the video and then eight hours editing it. You're training the wrong skill. You're focusing on your time and I think that you don't wanna get great at. Now, if you're a producer or you're an editor or you are a camera person, and that's your skill, great,

like you're stuff better look fire, but I look first at not how well it's shot and how great the background is. I care about the content. Can you teach me something in your message? And then that's all that, it's really all I look for. Like did I learn something?

So you don't care, like you're not looking at subscribers or view counts or comments or anything like that. Does engagement matter on YouTube the same way it matters on social network platforms? For sure, like if you're talking about now, how do I rank my videos and how do I get exposure for my content?

Yes, the more engage of the community you have this is why when people buy fake subscribers It actually destroys their channel because here's what happens YouTube you make a video You know how is gonna make a video of her top 10 rules of success awesome? We often get like discouraged like oh, we need people to come on the channel We need to I need to buy a whole bunch of subscribers. I need to look good I need to look good. So when you how YouTube works is when you launch a video It doesn't go out to the broad audience yet. It goes to a percentage of your subscribers If they like it it goes to a greater percentage of your subscribers If they like it it goes to all your subscribers and if they like it it goes out into the YouTube world if you bought fake

Subscribers when your video goes out they they like it, it goes out into the YouTube world. If you bought fake subscribers, when your video goes out, they're not going to watch it. And so YouTube's saying, well, if your own subscribers are not watching it, why would we ever push it out to non-subscribers? The people don't know who you are. And so people just get stuck in this desk spiral with now they can't get out of it because they bought all these subscribers who never engage with the content. Yeah. And I think that's for like most social network platforms, like buying fake followers, like just kills your momentum. You really need to do it organically or else like you have no community

and you're basically like speaking to Noan, you just look good for somebody who's clicking on your page for like a hot second and doesn't know any better. So let's talk about continuing the session. I know that when it comes to YouTube, continuing the session, increasing minutes watched, keeping them on YouTube is really important.

So talk to us about how we can ensure that people stay on YouTube so that our videos get suggested. Okay, so you said the keyword they're suggested. Suggested is how you actually grow. People think of YouTube as a search engine, which it is, second largest search engine in a world But most views don't come from search

Most channels don't blow up through search which is what we think of It comes from suggested so somebody might type in how do I blank blank blank one video shows up They watch that video, but then they consume five to eight more from the recommended videos down the side Right, that's where you need to be showing up. So step one is you need to show up against your own channel before you're gonna show up against other people's channels. Okay. So if somebody's having a YouTube channel,

go incognito mode to your own channel, watch any video and see how many of my videos are actually showing up down the side. Not when you're logged in as you because it's your channel, of course your stuff is gonna show up. Incognito mode and see how many of my videos are actually showing up down the side. Not when you're logged in as you because it's your channel. Of course, your stuff is going to show up. Incognito mode and see how many of your videos are showing up. Okay.

You can also look in your analytics to see where is suggested in your... So, suggested videos on your own channel. If your videos are suggested for your own channel. If you are not suggested against your own channel, you're never going to be suggested against somebody else's channel. Okay. Same logic. Like, if my own people aren't watching it, why would YouTube ever send it off to new people?

But ultimately, like if you're making videos about success, you wanna be showing up against my videos, which are about success. But you won't until you rank against your own videos first. Okay. So how do you rank against your own videos first? Mm-hmm.

One, consistent thumbnail design. Okay. People, especially in the beginning, are all over the map. Different logos, different fonts, different branding. So somebody could be watching your video and they like it. And your video could be showing up down the side, but they're not gonna click on that because they don't know that that's your video. Got it.

Because use a different font because you're too far out, right? So like headshots from the chin to like top of the head, because it's mobile consumption. So full body shot you might love and it looks great on your desktop, but when somebody goes to the phone, they don't even know who that is. Just look like some woman or some guy on a thumbnail, right? Yeah.

So especially for a personal brand, headshot always. And by the way, you can re-upload those thumbnails. So they're not stuck forever. And so let's say you change your branding, like that happened to me, I still need to do this. Mine needs to update all my thumbnails, but that's something you can go back retroactively and do.

Yeah, even looking at this live stream here, right? You've got your colors, there's two shades of blue, your name, and my name look the same, right? In terms of the font, in the background, you've spent your time thinking about what does my brand look like. And so I need to know what a HALA thumbnail looks like. Totally. So that you're not losing views. If you can start teaching YouTube that when somebody watches one HALA video, they watch eight, they're going to start recommending you like crazy.

If you teach them that they watch one video and then they bounce, they're not going to recommend you as much. So consistent thumbnail design is one. Two is a series. So if you're gonna give me a 10-part series on how to launch a podcast, that could be a 10-part series, and people will then consume the whole series, right? They watch the first video about how to book guests,

and the second video about gear, and the third video about questions to ask, right? And so if I really wanna start a podcast, I'm gonna watch all these videos and you're teaching YouTube, hey people are loving my content. Yep. And then a third one that I would say,

this is something a lot of people overlook is the end cards. Yep. So you've got end cards that last 20 seconds at the end of every video. Mm-hmm. Don't tell people to subscribe in your videos. Don't say, hey guys, you like to subscribe.

Don't tell people, thank you for watching. As soon as people feel like it's over, the video's over, they leave. You don't subscribe to any channel. Think about your own behavior. You didn't subscribe to the channel because the person on camera said, subscribe to my channel.

Yeah. You subscribe to the channel because you like their content. You've probably seen for their video. It's like, I like what this person's putting out. So your goal at the end of a video is to make them go watch another video. So you need to think, if you're recording this video, what video do I currently have on my channel that's most relevant to this video? So already live.

Already live on the channel. What's the most relevant video? So treat it like a sports analogy if it's the end of a first quarter and basketball. You don't expect people to go home. They're coming back for the second quarter and the third quarter and the fourth quarter. Treat that like every every video is just the first quarter. They should come back and watch your next video for the second quarter. So what is the second quarter video? For this topic. So if you the second quarter video for this topic? So if you're talking about podcasting,

lead them to another podcasting video. Yeah, and so do you recommend like, we just like put the link in the description and that's how they navigate to it or just tell them about it? Yes, but most people don't consume through description. It doesn't hurt, it just won't help that much. Okay.

So you have 20 seconds at the end for an end card. And what the end card means is you can actually put a video on the screen that people can click. Okay, so it's like something you do through YouTube. Through YouTube, but you have to, you have to talk about it in the video. So you have 20 seconds, you think you're already about what's my next video that didn't to go watch. And you say, hey, if you liked this video, you have to go watch this next one where I

talk about whatever. It's right there. And you say, hey, if you liked this video, you have to go watch this next one where I talk about whatever. It's right there, go click it, right? And like point to it and look at it. So that they go click it, right? And make it a relevant, awesome video, right? You're not sending them to some piece of junk. Like that's another video on your channel that you're proud of.

Yeah. But you tell them to go click on it. Yeah. If you have editing capabilities, like you have an editor helping you, yeah. Then you have 20 seconds total to use. 10 seconds is you pitching that next video. The last 10 seconds is highlights of that video that you then show up. So whatever the best parts of that next video is, you tease it at the end of your current video. Okay. If you don't have editing capabilities,

then you pitch that video for 20 seconds. Yeah. I'm going to teach you how to, blah, blah, blah, blah, blah, blah, blah, blah, blah, I'll see you there. Just assume they're going to go there, right? You're not kicking them out. Yeah. So then you're starting to trigger inside YouTube. Why are we doing this? We want to extend the session time.

Yeah. We want to tell YouTube that our videos are linked. That when people watch one Hela video, they watch eight Hela videos. And now we're going to start being suggested against our own videos. And when that happens, we're going to start getting suggested against other people's videos. Hold tight, everyone. Let's take a quick break and hear from our sponsors. Hear that sound, young and profitors. You should know that sound by now. But in case you don't, that's the sound of another sale on Shopify. Shopify is the commerce platform

that's revolutionizing millions of businesses worldwide. Whether you sell edgy t-shirts or offer an educational course like me, Shopify simplifies selling online and in person so you can focus on successfully growing your business. Shopify is packed with industry leading tools that are ready to ignite your growth, giving you complete control over your business and brand without having to learn any new skills in design or code. And Shopify grows with you no matter how big your business gets. Thanks to an endless list of integrations and third-party apps, anything you can think of from on-demand printing

to accounting to chatbots, Shopify has everything you need to revolutionize your business. If you're a regular listener, you probably know that I use Shopify to sell my LinkedIn secrets masterclass. Setting up my Shopify store just took me a few days. I didn't have to worry about my website and how I was going to collect payments and how I was going to trigger abandoned cart emails and all these things that Shopify does for me with just a click of a button.

Even setting up my chat bot was just a click of a button, even setting up my chat bot was just a click of a button. It was so easy to do. Like I said, I just took a couple of days. And so it just allowed me to focus on my actual product and making sure my LinkedIn masterclass was the best it could be. And I was able to focus on my marketing. So Shopify really, really helped me make sure that my masterclass was going to be a success

right off the bat and enabled enabled focus and focus is everything when it comes to entrepreneurship. With Shopify single dashboard, I can manage my orders and my payments from anywhere in the world. And like I said, it's one of my favorite things to do every day is check my Shopify dashboard. It is a rush of dopamine to see all those blinking lights

around the world showing me where everybody is logging on on the site. I love it. I highly recommend it. Shopify is a platform that I use every single day and it can take your business to the next level. Sign up for a $1 per month trial period at Shopify.com such profiting. Again, go to Shopify.com such profiting all lowercase to take your business to the next level today. Again, that shopfify.com-profiting shopfly.com-profiting all lowercase. This is possibility powered by shopfify.

Yeah, bam, if you're ready to take your business to new heights, break through to the six or seven figure mark or learn from the world's most successful people, look no further because the Kelly Roach Show has got you covered. Kelly Roach is a best-selling author, a top-ranked podcast host, and an extremely talented marketer. She's the owner of Not One, but six thriving companies, and now she's ready to share her knowledge and experience with you on the Kelly Roach Show. Kelly is an inspirational entrepreneur, and I highly respect her. She's been a guest on YAP. She was a former social client.

She's a podcast client. And I remember when she came on Young and Profiting and she talked about her conviction marketing framework, it was like mind blowing to me. I remember immediately implementing what she taught me in the interview in my company and the marketing efforts that we were doing. And as a marketer, I really, really respect

all Kelly has done, all Kelly has built. In the corporate world, Kelly secured seven promotions in just eight years, but she didn't just stop there. She was working in 95. And at the same time, she built her eight figure company as a side hustle and eventually took it and made her full-time hustle. And her strategic business goals led her to win the prestigious Inc. 500 award for the fastest growing business in the United States. She's built an empire she's earned a life-changing wealth. And on top of all that she maintains a happy marriage and a healthy home life. On the Kelly Road show you'll learn that it's possible to have it all. Tune into the Kelly Road show as she unveils her secrets for growing your business. It doesn't matter

if you're just starting out in your career or if your already seasoned entrepreneur. In each episode, Kelly shares the truth about what it takes to create rapid, exponential growth. Unlock your potential, unleash your success, and start living your dream life today. Tune into the Kelly Road Show, available on Apple Podcasts, Spotify, or wherever you listen to podcasts. Hey, you have, fam. As you may know, I've been a full-time entrepreneur for three years now. Yet media blew up so fast. It was really hard to keep everything under control, but things have settled a bit and I'm really focused on revamping and improving our company culture. I have 60 employees, so it's a lot of people to try to rally and motivate. And I recently had best-selling author Kim Scott on the show. And after previewing her content in our conversation, I just knew I had to take her class on master

class, tackle the hard conversations with Radical Candor to really absorb all she has to offer. And now I'm using her Radical Candor method every day with my team to give in solicit feedback, to cultivate a more inclusive culture, and to empower them with my honesty. And I can see my team feeling more motivated and energized already. They are really receptive to this framework, and I'm so happy because I really needed this class. With Masterclass, you can learn from the best to become your best, anytime, anywhere,

and at your own pace. And we all know that profiting in life doesn't just mean thriving in business. With masterclass, you can brush up on your art skills or your cooking skills or even your modeling skills. With over 180 classes from a range of world class instructors, that thing you've always wanted to do better is just a few clicks away. On masterclass, you'll find courses from many app All-Star guests like Chris Voss and Daniel Pink. I've been taking their sales and negotiation classes and I've been feeling like a real shark lately. I've totally leveled up my sales skills.

How much would it cost you to take a one-on-one class from the world's best? A lot. But with Masterclass annual memberships, it just cost you $10 a month. I have to say the most surprising thing about Masterclass since I started this incredible journey on the platform is the value. For the quality of classes, instructors, the platform itself is beautiful. The videos are super high quality. You can't beat it. Gain new skills and as little as 10 minutes on your phone, your computer, tablet, smart TV, and my personal favorite way to learn

is their audio mode to listen on the go. That way I can multitask while I learn. Get unlimited access to every class and right now as the app listener, you can get 15% off when you go to masterclass.com-profiting. That's masterclass.com-profiting for 15% off an annual membership. Masterclass.com slash profiting.

So let's talk about some of the written content around our YouTube videos. So there's a bunch of different space. There's the headline or the YouTube title. There's the description. And then we actually had a question from Lyndon Gray. He's asking do tags work on YouTube? So, what do you think about these written words? I know you mentioned that search isn't really the way that people find your videos. So is there just no point to optimize those things? There's definitely a point to optimize. We're just not optimizing for search. The only search optimized channels where you got to be thinking search first is where people

are not going to subscribe to your channel. So you, Hala, want people to subscribe to your channel because it's going to be awesome content that's coming out. If you had a how do I unclog my toilet? Nobody's going to subscribe to that channel, right? They just have a problem with our toilet and the answer. So that's what we want optimized for search, right? But for most people, if you're in person development, you're not, you want to optimize for people to subscribe to your channel.

So text matters a lot, but you want to think what's going to get people to click. So we use text on the thumbnail itself. That's not searchable, but the text on the thumbnail is what people will see. Okay. Title next. And again, we're optimizing for clicks.

So everything that people have learned about already from digital marketing just apply to now YouTube. So think about if you're sending an email out, what's the subject going to be? It's going to be something that's going to make me want to open up that email. Yeah. Apply the same thing to the text on your thumbnail

and the text in the title. If you were doing a landing page to promote your coaching service, like what's the title gonna be at the top, that headline? Think about that to be the title of your video. So we're definitely optimizing, but optimizing for people to click on it,

not optimizing for search terms that's gonna show up. Got it. Description very little and tags like nothing. Really. Interesting. So have you ever heard of that tool called TubeBuddy that everybody promotes? Do you feel like that's just garbage? No, no, hold on. I love TubeBuddy. I help them build the whole bunch of their back end. Okay. But not for tags. Okay. I mean, you can do it for tags. Yeah, I mean, I think it's a great tool just to make sure you've got the basics and you're not totally off the ball.

Tags might be half of 1% of your success. Got it. Great. Throw it in there. But it's not going to be the thing. I use TubeBuddy every day. I love their AB split test tool. So for any marketers, TubeBuddy is the best out there right now for AB split testing.

So once your video goes out, we wait a week, and then we test the thumbnail. One thumbnail versus another thumbnail. One headline versus another headline, and see what converts the best. We've done over 1800 different split tests. We're gonna do 3,000 more this year. I split test more than anybody that I've ever met on YouTube. And I love TubeBuddy.

They're the ones that I use for all of that. Yeah. Just not for tags. So I know what a split test is, but not everybody is a marketer. and TubeBuddy, I love TubeBuddy. They're the ones that I use for all of that. Yeah. Just not for tags. So I know what a split test is, but not everybody is a marketer. So can you explain what a split test is and the different types of experiments you do on YouTube?

So is this video gonna be on YouTube? Yeah. Great. Okay, so this video is gonna go up on YouTube. Mm-hmm. How like an experiment? Like what's the thumbnail gonna be? Maybe it's howless face.

Maybe it's my face. Maybe it's both of our faces. Maybe it's Holla's face, maybe it's my face, maybe it's both of our faces. Maybe it's both of our faces when we're like super energetic or maybe I'm crying or there's different options that you can put. So with TubeBuddy what it does is it tests one against the other and it shows you which one gets more clicks.

So Holla by herself gets 8% click through right. Holla with Evan gets 7% click through right. Evan Halib with Evan gets 7% click-through rate. Evan by himself gets 2% click-through rate. Great. Go with the Haliby herself. Right? And so for every video, we always split test a thumbnail and we split test a title to see, I like both, it's not about what I like, it's about what works.

And so they'll run the split test until you have an answer to say, no, go with this one, it's better. Now, sorry, this might be a dumb question, but the way that I haven't done any tests for YouTube, like officially. So do they actually go live? Like when you do the test, is it actually like two videos that go live and like you split the audience 50-50?

Ah, no. So it's the same video. So here's what I would do if I was you. One, use your community tab. There's a community tab on YouTube where you can pull your audience that most people never use. So for everybody we put up, we go to our community tab and say, hey, I've got this interview with Evan Carmichael and we talk about these kinds of things. What should we call it? And then you give them two options.

Whatever option they like the most, you lead with that as the primary option. That's what we're going to call the video. One week later, I'm going to go to TubeBuddy and then split test the other option that I also liked. And what TubeBuddy is going to do is take that same video and every day change the title. So you're not releasing two different videos. It's this interview right here. So you keep the views and everything, okay? Yeah, so like Thursday is going to be the first title and Friday is going to be the second title

and Saturday is going to be the first title and Sunday is going to be the second title. And it just keeps testing them every day until it gets enough data to say, this one is better than this one. Yeah, what other things can you, so aside from headline thumbnail, is there anything else that you can split test?

Those are the two main things. You can split test description. You can split test tags. Test it. It's like, hey, don't listen to me. Go split test your tags. And I would love to see somebody's data, to say, by split testing tags, we blew up our video.

I've never seen it, but I would love it. Because that means I made a mistake on 6,000 videos and I can go back and start crushing those old ones. Yeah, totally. So let's talk about the time, like the amount of time that we should shoot our video. I know that your proponent of like 10 minute videos is there a reason why you think 10 minutes

is a sweet spot? Couple things. One, short videos don't do well in a thought leadership category. YouTube wants audience retention. They want people sticking on YouTube as long as possible. Go to your own, just go to youtube.com. Anybody listening watching, go to your own youtube.com and see what's being recommended.

The only things that will be sub five minutes are gonna be music videos because you refresh them and you listen to that same song many times. No matter how good your thought leadership video is, they're not listening to it 20 times. And like smash in the refresh button. Or some crazy viral video, like a Star Wars trailer or some like thing that's really popping.

Everything else is gonna be 8, 9, 10, 12, 15, 20 minutes long. So you want to play in that range. We look for 10 at a minimum, one because longer is typically better as long as it's good. Like don't have an eight minute video that then you stretch the 10 and fill with crap. But if you're an expert, just take me deeper. If you're, if Hal is talking about some topic in person development. She's passionate about you have a deep well of knowledge Just tell me more tell me another story tell me who you've helped tell me how you got out of it

You can always tell more that brings value. That's not just fluff Totally so that's a asset that a thought leader brings where if you're doing you know a song or something How do you stretch a four-minute song into a ten-minute song? It's it's really rough. It's not yeah, how do you stretch a four-minute song into a 10-minute song? It's really rough. It's not how most songs are done. Also, when you have a 10-minute video, at 10 minutes and one second or more, you can add mid-roll ads to the video.

So, if monetizing the video is important, YouTube pays you, guys. LinkedIn's not paying you, Twitter's not paying you to make content. Instagram's not paying you to make content. Google has thousands of employees who are in charge of selling YouTube ads, and they take a cut for every ad they sell against your video.

So you can get paid to make content as well as build your brand and sell your coaching and whatever else you're trying to do. So if it's over 10 minutes, you can add a mid-roll ad that pays you a lot more. So 10 minutes itself, you're not getting a mid-roll ad. 10 minutes in one second or more, you're getting mid-roll ads.

And so this is an hour long or so interview, there might be three or four different mid-roll ads depending on browser history that will make you a lot more money than if you're just putting out a seven minute video. So question on YouTube advertising actually, and this comes from the audience from Annette Nurella. She's asking if you have any hacks

for a YouTube advertising growth. So yes, 10 minute videos plus, consistent content, at least once a week, I'd love for you to be three times a week or daily, but at least once a week to start building it up. I would look at if making money through advertising is super important to you. And great, like, hey, if you start making money doing your thing, you can scale up and keep it going.

And it's really hard to keep going when you're making zero. So it's important to make money. Money is not number one, but it's not number 100 either. It's got to be in your top five. Use the Google Keyword Planner tool. Just go to top five. Use the Google keyword planter tool. Just go to Google and type in Google keyword planner tool. And what it'll do is show you across the entire Google platform for different keywords. How much they pay. So I've done a couple videos explaining this and I have it more in depth in my course, but you can just

go do this yourself and check it out. I looked at something like recipes and recipes itself would only pay 20 cents for every thousand views. But then if you talked about Martha Stewart recipes, it pays like 800% more. Now, you may not have anything to say about Martha Stewart recipes. Maybe you hate Martha Stewart

and never want to give her any promotion, I don't know. But do you have something that you could say? And if you can, can you make a video on it? If you did, you'd get paid more. I had a guy in my course who messaged me about his wife's YouTube channel, and she does makeup tutorials and eyelash extension, and all that kind of stuff.

And so we just put in eyelashes, and it paid okay. But if we looked at, what's the, does the beauty brand that starts with C? I mean, it's probably times. It doesn't really matter, but these guys are spending tons of money right now on YouTube ads. So I said, hey, if you make a video about this product

or using it and put it in the title and mention it, you can get paid like 10 times more money than if you just talked about eyelashes. Now again, does she use that product? Does she like, you have to have something authentic to say about it. Don't just do it because it pays well, right? But either a good review or a bad review, you'll get paid a lot more. And not just a little bit more, like 10 times more, 20 times more,

500 times more, right? Huge gaps. That's crazy. And it's free. Just go to Google, Keyword Planning Tool, and type in whatever you're talking about, and it'll show you the differences. So I know that we're running up on time. I want to be respectful of your time. We have about three minutes left. I have so much more to ask you. I wanted to talk to you about time management and

stuff, but we don't have time. So let me ask you this question. It's a question I ask all of my guests. What is your secret to profiting in life? Figuring out a way to mix what you love doing with what brings value to other people. If you love doing something, but it brings no value to other people, then you have a hobby.

Like if you love talking to a microphone, but nobody ever watched, you have a hobby. And it's like, it could be a really fulfilling hobby, but it's just a hobby. If you're just chasing down opportunity, but you don't care about it, you're going to lose. If you're making a podcast, but you don't care about podcast, and you're just doing it because 2020 hot opportunity, you're going to lose because people who love podcasting are going to destroy you because they love it. And you don't.

So it's that intersection of what you love doing back to loving the process of that we talked about earlier with what brings value to other people. You're solving a problem so you can get paid to it. That's where you can shine and have ultimate success. That's awesome. And where can our listeners go to learn more about you and everything that you do? So I mean if you want the books, you know, to Amazon, easiest place to find it. If you want some of my content or to connect any of the social media channels type in Evan Carmichael easiest place to find it. If you want some of my content or to connect, any of the social media channels, type in Evan Carmichael, he'll find me.

Yeah, he's awesome. Check out his YouTube, check out his website, and follow him on LinkedIn if you're here. So thanks all for tuning in to another episode of Young and Propiting Podcast. Thanks so much, Evan, more productive, and more creative? I'm Gretchen Ruben, the number one best-selling author of the Happiness Project. And every week, we share ideas and practical solutions on the happier with Gretchen Ruben podcast.

My co-host and happiness guinea pig is my sister Elizabeth Kraft. That's me, Elizabeth Kraft, a TV writer and producer in Hollywood. Join us as we explore fresh insights from cutting-edge science, ancient wisdom, pop culture, and our own experiences about cultivating happiness and good habits. Every week we offer a try this at home tip you can use to boost your happiness without spending a lot of time energy or money. Suggestions such as follow the one minute rule. Choose a one word theme for the year or design your summer.

We also feature segments like know yourself better where we discuss questions like are you an over buyer or an under buyer? Morning person or night person, abundance lever or simplicity lever, and every episode includes a happiness hack, a quick easy shortcut to more happy. Listen and follow the podcast, Happier with Gretchen Ruben. Whether you're doing a dance to your favorite artist in the office parking lot, or being guided into Warrior I in the break room before your shift. Whether you're running on your Peloton tread at your mom's house while she watches the baby, or counting your breaths on the subway. Peloton is for all of us, wherever we are, whenever we need it.

Download the free Peloton app today. Peloton app available through free tier, or pay subscription starting at 12.99 per month. Today, palison app available through free tier or paid subscription starting at $12.99 per month.