if you fail you don't actually die you get to start again how do I interpret that get a job that is literally the first thing I would is like get a job or make sure that my finances are taken care of yeah truly like if I was to start from scratch I would go all right let me get my finances taken care of so that I can experiment on YouTube without the pressure of making it the job yeah and and experimentation or not I think anyone who comes to me and asks me about starting a YouTube channel I think the the three things
04:23
that I ask them about is number one how much time do you have which means like how much Financial Runway do you have can you commit the next three years to this and be okay that it takes three years or five years for it to take off

step two of our framework identify what you're optimizing for so make sure you
05:27
understand going into your new YouTube channel what what does success mean are you looking for money are you looking for more time are you looking for experiences

success is just the opportunity to do more of what you're already doing so if your YouTube channel does become successful make sure that you like what it is what it's about what the journey is because you will be spending a lot of
07:03
time in that

we have like the most uptight process for launching a new YouTube channel that I've ever heard of we research every vertical that we go into we watch everything in that vertical we understand how the hosts talk talk to the audiences we understand the colors they use how long they episodes are how often they post what
07:35
their opening lines are whether they have a theme song or not what their titles include do their titles include punctuation do their thumbnails involve a white stroke on the outside of everyone's head whatever it is we know everything about the vertical before we even decide to go into it and then from there we decide okay can we play in this space where um where aren't people saying the things that we would like to say are there enough collaborators in this space that we think we could be part of a community in this ecosystem
08:04
and then from there it's like okay what would we actually say and we come up with literally a Year's worth of content titles and log lines if you don't have if you don't have and I mean maybe more than that it was like 100 titles and log lines and if you don't have 100 titles and log lines you don't have enough content to like think a

you have to
08:31
think about the audience that you want and what they're already watching

you will not gain audience in a vacuum you will gain audience within a
10:02
pre-existing community so understanding the visual language of that Community understanding the timestamps understanding the uh tone of that Community everything all of it most likely your first videos will be viewed through suggested content yes so number three perform a niche analysis it doesn't mean you should copy what's there it's actually the inverse which is number four choose your value prop

the concept that I'm saying here is like the tangible action that I would suggest you take is you make a Google slide deck or you know whatever keynote slide deck and you go thumbnails and you scream shot a ton of thumbnails and you put those on a page

I would then go and look at first 30 second scripts so meaning look at in your Niche whether so let's let's call it cooking how do people open videos in the cooking Niche what is the common way and maybe different ways that people are opening the first 7 seconds and then the first 30 seconds what do those feel like

if
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you're optimizing for money I would say the other slide that I would put in this deck is take a screenshot of every brand partner every brand deal in these videos so if it's outdoor stuff like that who's sponsoring those videos are there common sponsors if it is um cooking who's sponsoring it

step five in our framework is write 100 titles

so develop something called an idea Bank this is this can be Google Sheets it can be in a notebook um some
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people do this in a notion

that to start a YouTube channel from scratch first you definitely need a 100 ideas to pick from like I I definitely think you need a 100 ideas to pick from um but as you continue going if you're committed to becoming a professional Creator this is going to be
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a huge piece of what you do so getting comfortable with something that you can commit to every single day like brushing your teeth I think is really important and I think you can also at the top of the page write out formats that you really like um titling conventions and formats so again versus is a is a common one um $100 Thing versus thousand thing right like that is that is extremely common format that works across a lot of niches

Step six which is find a testing ground now this means you should find really low-lift ways to put your idea out into the world to the community you're trying to reach and see if it actually resonates so a perfect example of this again I don't like when I have to
21:25
bring up your LinkedIn it hurts it kind of pains me because of how much you promote it and now it seems like I'm the biggest promoter of your LinkedIn but you did post on your LinkedIn about uh what what eventually became our hot ones episode yeah so you posted a take on LinkedIn about the show hot ones could it survive without Sean Evans could it be the end of the show who should buy it why isn't it selling that took off on LinkedIn there was a lot of conversation and that proved to us that this would be
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a good topic to make a YouTube video

another way to look at this and like explore it is go on off platform Community hubs so that could be a subreddit or a Discord community and look at what people care about and if they care about the subject matter so if it's like cheap versus expensive um cookware again maybe you're looking at a
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a cooking subreddit and everyone's confused about this really expensive pan right so now you're like oh actually maybe is it is it worth it

Hook is extremely important uh the beginning part of the video the middle part of the video the end now in this the time that we spend the absolute most time on is the first 7 seconds and the first 30 seconds

so a lot of Storytelling and specifically on the internet is about unanswered questions constantly storytelling is always about unanswered questions so basically in
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your first few lines you want to make sure that you validate the video like you said and then you open up a new unanswered question and throughout your script document as you're writing out always look at it in your beginning your middle and your end is there an unanswered question and then at the end when that question is answered or the final question is answered the video's over

when you're starting with shorts I I would
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say you don't want to go too far without making long form videos I think you should identify you know five shorts you want to make and think about making two to three shorts per every long form video in the beginning

I think the 20 minute plus range is the ideal range today on YouTube of course there's people who make content that's shorter
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but look at the top creators right now look at Ryan Tran look at Mark Robert look at Mr Beast look at lwig like and remember that these videos are being watched on televisions it is no longer people just watching on phones it is increasingly more televisions

Pat said this to us he said that the expectation of the videos they make is that they will get to 85% of the way done that 85% is good enough to put out

the second thing as a part of this what makes the 85% rule easier is when you look at your first 10
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videos that you've made which one of those can be repeated basically like is there a part two part three part four part five to these videos because if there is then it's going to make it a lot easier for you to again copy and paste that script document and go what's the spin on this one I already have a framework how could I make it better what's the uh what's the next chapter of this challenge what's the next chapter of this video

I think it's so important to uh just like really put in bold letters how important packaging is and because of that you're going to live in a world of
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tracking clickthrough rate packaging for every Creator top Creator brand new Creator uh no matter where you are the title and thumbnail is the most important part of YouTube

if they don't click they don't watch

I think as you look at it you want to track day of release so the day you release it and then seven days after and 30 days after and I would say a common kind of trajectory there is going to go 10% 7% four to 5% 45%

next piece of data that we track a lot is first 30 second viewership so this is something that YouTube gives you in your back end um we if we're above 90% in the first 30 seconds that means that you clicked on the thumbnail and it is the thing you wanted to watch and we re hooked you mhm right which is the goal

in that instance it's super important to make sure that we have a call to action to subscribe because it does make a huge difference if we have a video that pops and we don't tell people to subscribe They Don't Really subscribe

networking is overrated go do something great and your network will instantly emerge