EP - 029

YouTube for Business: How to Generate Leads Pt 3

With Guest Evan Carmichael

Showcasing expertise visually can be a game-changer, transforming even niche businesses into recognizable brands.

The How To Sell More Podcast


October 26, 2023

In part three of our three-part series, Evan Carmichael and Mark Drager go further into the transformative power of visual content. Evan emphasizes that effective visual content isn't just about telling a story—it's about showing it vividly.

  • Visual content can revolutionize brand recognition.
  • Platforms like YouTube influence decisions and build trust.
  • Consistency and authenticity in content is the key to growth. 

Dive in and harness the tools you need to grow your business. With millions of followers across multiple platforms, four authored books, and a mission to boost self-belief, Evan's influence is undeniable. From biotech to salsa dancing, his journey is both inspiring and diverse.

Links to This Episode

Key Takeaways

  • Taking action eliminates missed opportunities: By not asking or taking the initiative, one might inadvertently take away someone else's chance to say "yes."
  • Business development content for rapid lead generation: Creating content that is focused on business development can lead to tangible results within short time frames, such as 30 days.
  • Content that showcases processes: Conversion content is about demonstrating the process of what a business is good at, thus offering audiences a transparent view.

Top 3 Reasons to Listen

Stay Ahead: In a constantly evolving digital landscape, staying updated with the latest trends and platforms is crucial. This episode provides the knowledge to stay ahead of the curve.

Actionable Takeaways: Walk away with practical steps and actionable strategies that can be implemented immediately to leverage YouTube for your business

Interactive Banter:  Enjoy the lively and engaging conversation between host Mark Drager and Evan Carmichael, making the learning process entertaining.

Follow Evan Carmichael on Social

Website: https://believe.evancarmichael.com/homepage

Instagram: @evancarmichael

YouTube: https://www.youtube.com/@EvanCarmichael

LinkedIn: https://www.linkedin.com/in/evancarmichael/?originalSubdomain=ca

More About Today's Guest, First Last

Speaker / Author / Introvert, Forbes 40 Social Marketers and Inc 100 Leadership Speakers

Evan Carmichael #Believes in entrepreneurs. Gary Vaynerchuck called him the DJ who inspires people and Ed Mylett called him the modern day Napoleon Hill. At 19, he built then sold a biotech software company. At 22, he was a venture capitalist raising $500k to $15M. He now runs a YouTube channel for entrepreneurs with over 3 million subscribers and 500 million views, wrote 4 books, and speaks globally. He wants to solve the world's biggest problem, people don't #Believe in themselves enough. Forbes named him one of the world's top 40 social marketing talents and Inc. named him one of the 100 great leadership speakers and 25 social media keynote speakers you need to know. He's set 2 world records, uses a trampoline & stand-up desk, owns Canada's largest salsa dance studio where he met his wife and has a giant Doritos bag in front of him all day long to remind him that he's stronger than the Doritos. Toronto is his home. He's a husband, father, League of Legends Fan and Teemo main.

A Transcription of The Talk

Mark Drager: So I've got Evan Carmichael with me. We are in studio, in person, in his studio here in Toronto. And because he's given me so much time, we've actually decided to create, I guess, a mini masterclass. I'm going to call it three episodes, or maybe some more episodes. Are these for your show?

Evan Carmichael: These for your show?

Mark Drager: I don't know the release number. Yeah, how many have you done, roughly?

Evan Carmichael: How many have you done, roughly?

Mark Drager: When we launched, we started with five on day one. And then over time, by Sunday, we'll have hit 18. We're launching with 18 that were pre-recorded and pre-created. Then, we're doing two per week. So for the first two weeks, 18 went out. And Jeff Lerner was the first episode.

Evan Carmichael: Okay, why was that number one? I would have said yes. The sky. Okay.

Mark Drager: I honestly didn't know how onboard you'd be with the "How to Sell More" podcast.

Evan Carmichael: How to sell more? Guys, you have to ask. How do you sell more? Ask people. Don't take the "yes" away from someone else. 

Mark Drager: If this is the first time you've heard Evan on this podcast, or if this is the first podcast you're listening to from us, the reason it sounds a bit casual is that this is the third episode in this arc. Evan and I have been good friends since 2007. That's why there's a bit more banter. Remember back in 2007? The first time we met, we were doing a local mastermind meeting at Frank Kinit. Shoe cheese and Julie, right?

Evan Carmichael: Yes, at his place. Were you a guest?

Mark Drager: Max Callus, our mutual friend, introduced us. You wanted someone to film the event. I had just started my video production company. So, I came to film it. I remember it was a hot day. I had to park a few blocks away, didn't have carts, and had to carry all my gear. I met you sweating and nervous.

Evan Carmichael: Okay, let's get started. For context for the audience, Mark and I ran a podcast together for about two years.

Mark Drager: Yes, a little over 100 episodes.

Evan Carmichael: You would always start the show with banter. I'd get a bit frustrated. Like, can we discuss what we need to talk about?

Mark Drager: Well, let's talk about what we need to discuss. This is the third episode in a series about using YouTube to generate leads and sales. In the first episode, Evan talked about business development content that can generate leads in 30 days. In the second episode, we discussed brand awareness and building thought leadership. Now, we're focusing on conversion content. What is that on YouTube?

Evan Carmichael: It's about showing me the process of what you're good at. This content is great for conversion and is often the easiest to create. Instead of just talking about your expertise, show it. For example, when I was setting up my studio, I wanted to reduce echo. I found J Ad, a company in Toronto. While their website was okay, their video showed the before and after of soundproofing. It made me want to hire them.

Mark Drager: You found your vehicle wrapping company the same way, right?

Evan Carmichael: Yes. From that one YouTube video with J ad, I spent maybe 5k. The wrapping company also had videos of them wrapping cars. People use YouTube to learn. So, even if your video isn't the first thing they find, having it on your website can convert visitors into customers. For instance, a business like soundproofing isn't typically known for marketing. But a simple video showcasing their expertise can make all the difference. That's a great brick-and-mortar business example.

Mark Drager: I've got an even better example, I think. There's a channel out of Australia. It's like an industrial metal shop. I wish I could remember the name of the company, but it comes up in my feed all the time. I think it's CSE Industrial Australia or something like that.

Evan Carmichael: An industrial metal company, she'll bring your feet all the time, that's interesting.

Mark Drager: Well, here's the thing, somehow I found it. This whole channel, it's a husband and a wife in their 30s. The wife does all the video work, and the husband, who you might picture as a guy working in mining, is a welder and a lathe operator. He's not necessarily the most comfortable on camera, but he's so detailed and knowledgeable about his craft. I've become addicted to watching him work on things like boring things off of excavators for mining in Australia. He meticulously explains each step, detailing why he's doing it a certain way, saving the customer thousands of dollars. It's hard not to respect him and realize how knowledgeable he is. If I was seeking these services, I'd trust him because of the depth he goes into. They began by just setting up a camera, and I don't think he even spoke in the first 20 or 30 episodes. But now, years later, they have about 500,000 or 600,000 followers. Their business is visibly growing, all because they took the time to show every step of their process and demonstrate their genuine care.

Evan Carmichael: And that's content much easier for him to produce than explaining his processes verbally. He could perhaps sketch it on a whiteboard, but showing the actual process is much more effective. If he's amassed that many subscribers, he's likely invested more in production since the beginning. But initially, high production isn't necessary. For instance, if you're a video production company, your content must look good. Otherwise, why would anyone hire you? However, if you're an industrial metal company, I don't expect top-tier video production. But, using more modern examples, say coaching: many coaches produce "thought leadership" content, suggesting ways to overcome challenges. Instead, they should demonstrate their coaching abilities. If you're a coach, showcase your coaching skills.

Mark Drager: It's challenging, though. I think of a project we've been working on for nine months, which I'm not supposed to discuss. It's a complex qualitative market research study for a professional association. The work we're doing will significantly impact this association in the upcoming years and transform their industry. But we can't show or discuss it, we can't make videos on it or reveal any details. There are many professionals who might not be bound by an NDA, but they still face the challenge of showcasing their expertise.

Evan Carmichael: You don't necessarily need to use current clients for your content. For marketing, you could analyze a big campaign and deconstruct its elements. Showcase your expertise by pinpointing mistakes and offering fixes. For instance, I once made a YouTube video analyzing Tom Bilyeu's channel. It wasn't negative; it was constructive feedback. Tom appreciated it, and that's how our relationship began. You might not be able to discuss the association, but you can still showcase your expertise in other ways. Like with coaching: after someone completes your program, have them on your show. They'll probably praise your program, and then you can further coach them, demonstrating your skills.

Mark Drager: So I'm very often doing strategy sessions with people, especially through my network. I'm part of private mastermind groups. And if you're in a mastermind group with me, then we set up a call, and I just give you everything. It's not a sales call or anything. I've never thought to record those. I had one last week with four other people, and I really challenged their thinking. It took around 35 minutes, and they said, "Stop, Mark, you've given us enough to do now." I never thought to record that. I wonder if it would change the dynamic in the conversation, though, if they knew they were being recorded.

Evan Carmichael: Some people might change, but a lot of people forget that the cameras are on once they start rolling. Or if you're doing it over Riverside, it's the same as talking on Zoom. Your goal isn't to humiliate them. Some people might try to get a "gotcha" moment and make others look stupid. However, many would value the recording. Don't decide for them; maybe they'll say yes. Then you have great content that showcases how good you are at what you do.

Mark Drager: When we talked about thought leadership, it was a long play. If you haven't heard that episode, go listen to it. We discussed thought leadership as a three-year strategy. In terms of sales or business development content, it's not about views, titles, or thumbnails. It's a 30-day play. So, what's the goal for this one? How do we get people to watch it? Should we just record it, put it on landing pages, use it as social proof, or place it wherever people might find it?

Evan Carmichael: The goal is conversion. If people are visiting our landing page but not buying as much as they should, we need to show them videos of you excelling at what you do. For instance, if I land on your marketing page and see ten videos of you coaching people effectively, I'll be convinced. I might not even fully understand what you offer, but if I see someone say, "Oh, my God, Mark, I never thought of that," I'd be sold. I'd want to feel the same way that person felt with you. The principle here is, I don't have to believe that I can achieve something; I just need to believe that you think I can. That's the essence of sales. Many people don't move forward because they doubt themselves, but if they trust you, they'll take the plunge.

Mark Drager: That's deep. You're getting philosophical here. It reminds me of the saying that when running from a bear, you don't have to be the fastest, just faster than your friend.

Evan Carmichael: That's a different context. Here, we're discussing sales psychology. Many don't progress in sales talks because they don't believe in their potential. They might think others can achieve results but doubt their own capabilities. The key is their trust in you. They might not believe in their marketing skills, but if they believe in yours, they'll be convinced.

Mark Drager: I see. That's why everyone listens to you and why top brands and thought leaders consult you about maximizing YouTube's potential. I've known you for ages, and even though I'm familiar with your insights, the way you present them today resonates differently. It's crystal clear that businesses should integrate this strategy.

Evan Carmichael: It all boils down to your objectives. Depending on your goals, there are different content types. If you're aiming to generate immediate revenue and double your business within a year, you'd focus on bizdev content. If you're building a brand for long-term gains, you'd lean towards thought leadership content. Today, we're discussing conversion content, which is all about showcasing your expertise. This builds trust and convinces potential clients of your value. I've seen you present, and while you're good, you excel even more in client coaching. If you're a good coach and skilled in the consultative sales process, film it. Show it to the world.

Mark Drager: So, for this episode, what's your top strategy to sell more?

Evan Carmichael: Show me the process of the thing you're great at and film it.