the podcast recap episode with aj & rory vaden

Ep 307: How to Dominate on YouTube with Evan Carmichael | Recap Episode

Listen to the episode below

Whenever you make a sale, it is essential that you first educate your customer and earn their trust.

One of the best ways to earn that trust is by sharing your expertise for free, thereby demonstrating your integrity and your worth.

Today on the show Rory revisits his conversation with Evan Carmichael of Brandlytics on how to dominate on YouTube and why you should give away your expertise for free.

Tuning in, you’ll hear Rory share his top three takeaways, including how to make data-driven decisions for your online content, and why YouTube videos should be longer than you think.

For more on why YouTube is considered education at scale, and how you can use it to grow your brand on multiple platforms, make sure you check out this recap!x

Key takeaways from this episode

  • Rory shares his top takeaways from his conversation with Evan Carmichael.
  • Why education and trust are essential to any sale.
  • How to build trust by sharing your knowledge for free.
  • How to make data-driven decisions for your online content.
  • How to implement the concept of the audience retention curve on YouTube.
  • The evidence that people are drawn to longer YouTube videos.
  • Why you should revisit the original interview with Evan Carmichael.

Tweetable Moments

“Put education in front of the sale. You have to earn the right to sell something to somebody. You have to earn their trust. Trust has to be in place first before there’s a transaction.” —  @roryvaden [0:03:24]

“How do you build trust with a stranger? The answer is you give. You don’t ask, you give.” —  @roryvaden [0:03:43]

About Evan Carmichael

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 and 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 3.3 million+ subscribers and 300 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, TSM Fan and Teemo main.

Links Mentioned

Evan Carmichael

Evan Carmichael on YouTube

Evan Carmichael on LinkedIn


AJ Vaden on LinkedIn

AJ Vaden on Twitter

Rory Vaden

Rory Vaden on LinkedIn

Rory Vaden on Twitter

Take the Stairs

Brand Builders Group

Brand Builders Group Free Call

Brand Builders Group Resources

The Influential Personal Brand Podcast on Stitcher

The Influential Personal Brand Podcast on Apple

RV (00:07): Hey brand builder, Rory Vaden here. Thank you so much for taking the time to check out this interview as always, it’s our honor to provide it to you for free and wanted to let you know there’s no big sales pitch or anything coming at the end. However, if you are someone who is looking to build and monetize your personal brand, we would love to talk to you and get to know you a little bit and hear about some of your dreams and visions and share with you a little bit about what we’re up to to see if we might be a fit. So if you’re interested in a free strategy call with someone from our team, we would love to hear from you. You can do that at brand builders, call brand builders, call. We hope to talk to you soon. RV (00:54): Oh my gosh, Evan Carmichael blew my mind. Like it takes a lot. It takes a lot for me to find an educator on something related to personal branding where I go, holy moly. I’ve never heard that before. Now I, we ha this we’re on this episode here. We’re gonna break down. We’re gonna obviously break down what happened in, in the, the podcast interview that you just heard with Evan, but he came and did this, the training, you know, this very, this much longer in depth training for all of our, our monthly members. And it was just, just awesome, like really, really good and love, love seeing somebody who’s a really tactical expert and you know, somebody that we’re now confidently recommending, which, you know, we don’t, we don’t recommend people lightly, right? Like we, we, we flush out what they’re about and if we catch any sniff of them being weird or doing silly stuff, we immediately shut that down. RV (01:51): So if you go to you will hit our affiliate link and go over to his training. That is just, you know, that that’s, that’s his training, that’s his, his little monthly program. But for all of our, our like active coaching clients, he did came and did a special thing that we recorded. And it was like, oh my gosh, like just amazing. So anyways you can check that out, which is a link to some of his other stuff, but three, three biggest take takeaways here in terms of how to dominate on YouTube. My, my big three takeaways from the podcast interview specifically. So first of all this is something that’s not necessarily unique to Evan, but it’s super edifying to hear him talk about it. And it just reinforces one of our core central beliefs, which is put education in front of the sale, put education in front of the sale. RV (02:52): You have to, you, you, you have to earn the right to sell something to somebody you have to earn their trust. Trust has to be in place first before there’s a transaction. Trust must take place before there’s a transaction. Like the trust has to be in place first. How do you build trust with the stranger? The answer is you give you, don’t ask you, give you give value. First, you deliver first, you teach and, and, and most of you, most, most of our audience and in, in some way are experts and educators, right? Like you have some valuable knowledge that you’ve acquired over some journey you’ve been on in your life, which is what makes you a mission driven messenger, which if you’re listening to this show regularly, anyways, that’s who you are. You are a mission driven messenger. You’re, you’re, you’re, you’re feeling called to like, share your message with the world. RV (03:49): Well, why are you doing that’s because you’ve, you have some expertise. Why? Cause you walked the path, right? There’s a problem you’ve been down. There’s a challenge. You’ve conquered, there’s an obstacle you’ve overcome. So take that massive education and put it, give it away and put it up front first. And that is a core central belief. And, and I think when, when people get so lost in, like, how do I podcast? How do I YouTube? Like, what do I do on social media? Like, I don’t know what to post teach. ’em What, you know, like teach ’em everything, you know, give it all away. Right. This is why we were saying all the time, give it away for free. Save the best for first, give away the best thing, you know, for first teach. ’em What, you know, like, I mean, that is how you build. RV (04:39): That is how you build trust. Like that, that’s it, that’s the secret. At least that’s our secret. If we got a secret, like however we’ve been able to do what we’ve been able to do. I mean, go look at my Instagram, go read my blog post, listen to all these podcasts you know, my books we sell for whatever, $12 on Amazon, but like, you know, we’re giving away everything. We can that we’re we’re, and we’re pumping it out into the universe as fast as humanly possible. Now I will say part of my action item from this E even though we know this part and we preach this part and we believe this and we do this part pretty well. I think, but was when Evan said you should, you, you should take your live coaching calls and publish those on YouTube. That’s really interesting because we, we do have our customers sign a release that, that gives us permission to, to, to do that. RV (05:39): And it, it does, I mean that that’s an infinite stream of content, right? An infinite stream of content is to go take questions for people and, and give them live coaching and publish that online, make that available to people. And I thought, huh, that’s fascinating. Like we’ve got hours and hours and hours and hours of that, but it doesn’t, you know, whatever it is, just teach, add value, share, educate, inspire, entertain. You know, the three E’s is what we, we talk about with our members, your, your, your content marketing strategy effectively is one of the three E you’re either, you know, educating, encouraging, or entertaining some mix of the three, but it’s typically one of those three, you’re either an educator, an encourager or an entertainer. And if you’re trying to sell stuff online, put education in front of the sale, give people a chance to sample you. RV (06:33): So anyways, that’s a, that’s a good one. Always good to be reminded of. Number two, my number two takeaway is make data driven decisions about your content specifically with YouTube, specifically, this audience retention curve concept. I mean, what, this, this is so simple and so practical, and like, anybody can do this. Like, why aren’t we, why aren’t we not doing this? This is so straightforward. And, and so if you miss the interview, what’s the audience retention curve. It’s a, it’s a tool it’s a widget on, in, in the back end of your YouTube channel that shows you second by second, how long people are watching and what’s gonna, what happens? You know, remember what he was saying here is, you know, typically the, the highest spike is the beginning is everybody starts watching. Almost everybody starts watching your video in the beginning, and then they keep for a little while, and then there’s some sharp drop off. RV (07:35): But then what you’re looking for are the spikes. Cuz if it’s flat, okay, if it’s flat, that means you held their attention. So that’s good. Like holding their attention is a massive victory. If it’s a drop that’s bad, that means we lost people. That means whatever we said right before it wasn’t interesting enough to help people keep hanging on, to hear what was coming next. So that is a big time problem. But then what you’re looking for are the spikes. The spikes are gold because what’s happening. There is people are pausing, rewinding and rewatching your video, which, you know, if you’ve ever wondered, like I wonder what’s the best part. Like if I, if I posted a 20 minute on VI video on YouTube, which 60 seconds of that video, should I post on Instagram reels or TikTok or like a YouTube short and you go, I don’t know, like, you know, I’ve got a one in 20 chance there, or you could just look at the data and see either where you held the audience flat or where there’s a spike and go. RV (08:43): That is that’s the clip. Like that’s the hotspot. Just grab it, that, grab whatever that is. Take it out in 60 seconds. And boom. Now, now your, your whole content strategy, like the art is gone pretty much. It’s mostly science at that point. So good. So simple, right? Like, I mean that one idea can grow. Your social can help you get your next great client. You know, it can help you make your impact in the world. It can help you become more well known. It’ll help you drive more leads. Like just that one practical idea. I mean, this podcast is nuts. I mean the, the number of the amount of awesome things that we learn from these incredible guests who all come on the show for free, just blows my mind. I mean, you know, that did you know, like all these guests do this as a favor to, to, to me and AJ. RV (09:31): I mean, incredible, incredible. So that was the second one. And then the third one also sort of blew my mind and this one was like, where’s AJ, AJ. I want you to listen to this AJ, this clip is for you. I need to cut this clip. Somebody, can we cut this clip and send it to AJ? Because it was when I asked into question, how long should my videos be on YouTube? And everybody in the world is saying shorter, shorter, shorter, shorter attention. Spans humans are developing. We don’t pay attention. We want things shorter. Right? And, and Evan’s going, that’s not what the data says, sweetie. That ain’t what the data says. Not on YouTube anyways. Not on YouTube. His advice was a minimum of 10 minutes, but really 1, 2, 3 hours hours, 1, 2, 3 hours. That is amazing. 1, 2, 3 hours, no stinking way. One to three hours, unbelievable. RV (10:36): 1, 2, 3 hours inly. like long form content. And he said, there’s giant demand and very little supply on YouTube. If you’re a true educator, this is good news. Just post a video of you teaching what you do. And, and you might say, well, what if you know, what have I give it all away? If you can teach everything, you know, in one to three hours, then you’re not teaching on the right thing. Like you’re not an expert. If everything, you know, can be taught in three hours, like there’s gotta be more to it than that. Like otherwise it’s like, you gotta, at some point go, eh. I really be charging money to teach this. If I could teach everything I know about it in an hour. So, you know, at least 10 minute videos and put ’em out there and I just go, man. RV (11:24): And we had Vanessa van Edwards on our podcast here. Not, not that long ago, like recently. And she was telling us some of her secrets and, and she’s a great example. Vanessa is blowing up on YouTube and I’ve known her for few years now, but like blowing up because of her YouTube channel. And if you go look like her, I, I, I, she, I sent I sent our team, her videos just because I said, look, it’s not that fancy. She’s not doing fancy editing. There’s not fancy lighting. I don’t even think she’s using a microphone. Like, and she’s blown it up, cuz she’s just teaching consistently like these great little tips, these little vignettes, you could do the same thing. Just you know, this is a game of education at scale. I mean, that’s how, that’s how Evan Des defined and described YouTube education at scale. RV (12:17): That’s it like that makes sense. And you go, well, I could, I could go speak to, to, to five people at a rotary club or I could record myself on my phone uploaded to YouTube and have a few dozen people or hundreds or maybe thousands or tens of thousands or hundreds of thousands or millions of people watch it. Why are we doing this? Why are we not doing this? So and long form, long form content, man, that’s a that’s that. And, and AJ always tells me I’m she says you’re a little verbose, honey, a little verbose. But she, you know, she’s like trying to be to cut it down, cut it down. That’s cuz she, she doesn’t she’s like just cut to the point, cut to the chase, give me the deal. That’s how she operates. But the data, the data in general, sweetie says long form content rules the day, at least on YouTube. RV (13:08): So I I’m going with, I’m going with my men, Evan Carmichael and the data that makes me happy. That’s excited. Just teach, share what you know go back, listen to the episode. There’s there’s a, there’s a ton of, of great little things in there. Again, brand builders, Carmichael. If you wanna learn more from Evan and check out what he’s doing, very tactical, very specific to YouTube, but extremely, extremely tactical. And this YouTube being one place that I would say, yeah, we’ve, we’ve dropped the ball. Like we’ve never dominated YouTube, like we should, but we’re, we’re getting on the, we’re getting on the, the train. Now, even though I feel like a million years late we’re we’re starting now. And and you know, Evan is, is one of the people that we’re learning from. So check that out and keep coming back, share this podcast. RV (13:54): We’ll share this episode with somebody who needs to start a YouTube channel or, you know, you think somebody, you know, that’s really smart and go, Hey, you’re really smart. You should be posting your knowledge on YouTube because it’s gonna change your life. And you should listen to this interview with Evan Carmichael and Roy Vaden at brand builder’s group. So do that, would you for a friend and probably share it to your team, maybe if you’re listening and you’re not the one who actually edits your video, probably wanna share that interview with Evan Carmichael. And might I add the one with Vanessa van Edwards as well? So and Sean can the interview with Sean can, that we did as well was also a great, a great a great one on, on YouTube. So there you go. Look at that. You go, you got other episodes to go listen to right now, if you want more on this subject. So thanks for being here. We’ll catch you next time on the influential personal brand.

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