If you feel like Facebook ads are completely saturated, or if you’ve ever been banned by Facebook, or you just feel less than enamored with their policies, today’s guest may have a solution for you. On today’s show, we dive into this (as of yet) untapped resource. In fact, 98% of coaches are not using this platform and it has the potential to get You 6-10 New Coaching Clients Every 45 Days.

Connect with Jaime at YT Coaches

Katie: Welcome to the light near launch podcast. Today, we're talking about all things, YouTube ads. So stay tuned.

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Katie: All right. Welcome back to the show. I'm Katie Collins, and I'm back again with Jeffrey [inaudible]. And today we're talking with Jamie [inaudible]. Jamie is the founder of Whitey coaches, a training program for established coaches who want to sell their coaching services using video and YouTube paid ads for over 14 years. Jamie's been skilled in producing directing scripting and editing, and is created well over 400 videos for small businesses around the world. Jamie recently put all of this knowledge into a group training that Jeffrey and I are a part of and it's for coaches. Um, and that launched in early 2021. So along with being an instructor for score and the university of Miami launchpad in Miami, Florida, Jamie has also grown and operated his own digital marketing agency for 11 years. So welcome to the show, Jamie, thank you so much a pleasure to be here. Yeah. Awesome. We're so excited to have our official instructor joining us on the podcast and Jeffrey, and I wanted to, you know, give ourselves a few weeks or months actually, to understand the process and go through it ourselves before we brought you on the show, because in my opinion, all ads are a beast and YouTube was just so brand new for us. So we're really excited to bring this topic to our audience because I don't think it's as popular as say Facebook ads. Yes. Yeah.

Jeffrey: And I want to just really say for, for those, uh, listening that if you are, uh, perhaps feeling the frustration of Facebook's policies, this might be something you want to look into. You know, this is a little alternative kind of, uh, as of now kind of a little known secret if you will.

Katie: Yeah. And especially with all the changes that are happening right now, which we could be recording this at any time in that would make sense all the changes, quote unquote, on Facebook. Right. But, um, yeah, it, it, it is a frustrating platform to advertise on and, um, you know, YouTube and Google is just a whole new ball game. So I'm really excited to be able to chat with someone who knows a heck of a lot more than Jeffrey and me about this particular topic. Um, so as we're chatting about Facebook, if, if somebody's listening and they're saying, well, Facebook ads for me is working just fine. Why should I try and go over to YouTube? What would you say to them? Jamie,

Jaime: I get that question a lot. And the biggest reason is it's not when I'm sorry, it's not if, but when you're going to be banned or kicked off of Facebook, the reality I personally, I've been, I've been kicked off. I've been kicked out twice. I've lost clients from it. And, and every single time it's harder and harder to get back on. You gotta either, you have to set up a new account, get a new credit card, uh, use a friend's name. Like it's getting harder and harder. And a lot of times they don't tell you what you did wrong idea. Yeah. So point, and if you don't spend a more X amount of, I believe it's a hundred thousand, I'm actually like, I don't know what the number is, but it's a lot of money every month. You do not have an eight, a M so you are literally in dark. So you have no idea.

Jeffrey: Yeah. Yeah. I mean, that happened to me. It's, uh, it's just one day, like you are banned from this platform and there's no way of,

Katie: And then you try to have like a conversation, but then you realize, Oh, I'm talking to an, a literal robot right now, you know, within seconds I would say, Oh, I dispute this. Could you look into it? And within one second, it would say, dear Katie, we have looked into your issue a second time. And we, you know, the decision is final. I'm like, how did that happen in, in 30 seconds? Um, so yeah, so I, that is originally when you, and I first chatted about this, Jamie, I was telling you actually, that's why you reached out to me because I was sharing in a group that we're in, that I am so frustrated with Facebook ads and just the company in general and how they treat people that are paying them a good amount of money to advertise on their site. I just, I'm getting a little stubborn at this point and I don't want to give them any more of my money. And you were like, Hey, you're perfect for what I'm doing, because I was truly looking for a different platform to advertise on. So, um, so I think for a lot of people, of course, when you think about advertising on YouTube, obviously that means video app ads, right. Where Facebook is not necessarily a video ad and hardly at all. Um, so like what types of videos do people have to think about when they're thinking about ads that they would put on Facebook? Like how do we even get started?

Jaime: So what I tell, uh, coaches specifically, uh, seeing how this is geared to coaches is that you don't need to overthink it. And really, and what you guys have done in the other coaches that we're working with. It's selfie videos, uh, it's being authentic. It's being real. It's having a really good script, uh, based on fundamentals, based on exactly what it is you're teaching and showing, and then getting on camera. And that for let's be honest, that's the biggest part. That's the biggest obstacle for a lot of people it's putting their face on, on camera, but once they get over that fear and they, and they realize it's just, it's, it's not, not that bad then it's matter of just talking to camera in a very specific, a very deliberate way and just communicating your message.

Jeffrey: Yeah. Okay. So how, how big of a deal breaker is that if I don't want to, we want to be on camera.

Jaime: Um, that, so that's a great question, uh, as a coach. So I have two ways to answer this. It is not, it's not a deal breaker. Uh, however, if you were to ask me if I, if you're the coach, if you're coaching somebody, you are the brand, you are the business. So it's in your best interest to be on camera. Now, if you are absolutely opposed to it, then what you can do is just have what in the, in the business called B roll. So it's basically you working at, in your home and your office with your kids, with your family and your, whatever hobby is, and you put some music and he put some voiceover to it, and it can be your own voice where you don't have to be actually talking to camera. It's just kind of giving a glimpse of who you are, what you do that makes it a little harder, because obviously when you, when you're testing and looking at different videos, you should be as, you know, obviously communicating a message and that message is important that people see, feel, and get a sense of who you are. It's a little harder with that kind of video, but it's not, it is an impossible. So to answer your question, you should try to be on video, but it's not a deal breaker.

Jeffrey: Yeah. It's kind of like, you know, how successful do you want it to be? And that success is probably just outside your comfort zone. All right. A hundred percent.

Katie: And, and, you know, I think that's the important thing. Um, somebody had said the other day, you know, um, we were working on a project and her guidance was, get it to a B minus, meaning like, it doesn't have to be perfect, but if you don't start, then you're not making any progress at all. So if you can get something up and running and then we just see how it works, and then there may be things you have to redo. Um, but all of that just takes that practice and commitment to just giving it a try. Um, yeah. So, you know, I think, um, I see a lot of people get shy about being on video and, um, you know, one of the things that I did actually was used the teleprompter app and I just recorded things, um, in like 30 seconds segments. And so I pretty much knew what I needed to say, but I had the teleprompter app right there. If I had to, um, to do it, do you recommend a teleprompter app for people or are you one of those people that says don't, don't do that

Jaime: A hundred percent recommended because there's a very small percent of people, uh, actors, you know, journalists, uh, TV, personalities that don't need, uh, don't need, um, uh, that, that, that have a great memory and it can, and can very easily, uh, you know, in their brain, figure out what they're saying, but on myself, I have to have a teleprompter, especially, I mean, for obviously for 30 seconds, maybe can get away with it, but for minute to minute video, it's really hard where you, well, you don't want to be, um, dragging on. You don't want to be, you know, to, uh, verbose, you know, you want to make sure that your point is, is, is, is clear. It's, it's, it's straight to the point, it's clear, it's fast and you don't want people going, okay. W what do they want? So you need to get to the point fast and a teleprompter, the app does that for you, because you know what to say.

Jeffrey: Yeah. Right. I think that's so important because I mean, as we're, as you know, of course, we're, uh, consumers of content as well. And it's like, every time an ad pops up, we're just counting down four, three, two, one, skip it, skip ad boom. Right. Yeah. So unless that captures your attention, you skip ad, right? Correct. A hundred percent Amy, I'd like to jump back just really quick. Cause I'm kind of curious. Um, it feels like so many people are jumping on this Facebook advertising bandwagon. What got you into the YouTube world? What, what was the driving force to, to go that route?

Jaime: So I've always been, I've been doing videos since 1999, uh, basically doing for an ad agency. And I've always loved doing video and video ads. So commercial, so commercials for TV. Correct. And that led me to, uh, down the road. I did, I had my own company and actually got into video by accident because I knew, I knew how to do it. And I, I was losing customers because they were going somewhere else. And then to your point, there is Facebook ad agencies popping up everywhere, but there are very, very few YouTube advertising agencies or agencies in general. And so I thought, well, that's, there's a niche there that I can, I can start to exploit. And as long as obviously, and this is something that you guys know being in my class, um, the most important part of this entire thing is the ad.

Jaime: And beyond the ad, if you're one level deeper, it's the messaging in the ad. So really if, if I, if I were to say, okay, what's going to make or break a good campaign and Google census itself, it's themselves. Uh, very, very well it, 50, 80% of success you have on Google in this case, YouTube is based on the creative. The creative is the video that it does. You can push buttons. You can do I have the right audience it, but it's what people are saying and how they say it on video, that's going to make or break your campaign. Amen.

Katie: Yeah. So another kind of concern that I know I had just with all advertising is always like, Oh God, how much is that going to cost me? So if somebody is in, you know, as a solo preneur in the coaching industry, often people are really trying to bootstrap their business. Um, what, like what is an easy budget to start with?

Jaime: Okay, I get that a lot too. And this and that, the answer, it depends. I know that's not a great that's people hate that answer, but the reality is it's, it's based on, um, how many, I always recommend you to more than one video, you should have three to four videos that you've done, what you guys did, uh, to test you're testing that concept or testing different messaging, right? So that's one test. The other test is audiences. You know, you want to test different audiences because you don't know exactly who's going to want to watch and, and, and, and convert from your video. So those are, those are two things that you're going to be testing. And depending on how many videos, how many audiences you'll be testing different variables. So the, the, the, the, the, the common, the common belief is you want to be $10 per test.

Jaime: So if you having three audiences, you know, I'm sorry, if you're doing a one ad with three audiences, that's $40, $10 per each one. But if you have three, three different videos, three different audience, that's six bucks per day, by the way, this is per day. But I think, I think a good number to start with is between 30 and $50 per day. And then you can test three to five different variables. That's what I tell people. And just start. And obviously, as you start getting success and you start converting and getting, getting, um, getting clients in the door, then you can start up in your, your, your ads

Katie: And how much time do you see, you know, as we're kind of in these beginning stages, our ads have been running what we're saying two weeks, maybe, and it took a week to learn, as you said, um, how much time goes by before you can get some real data that says this is working, or we need to fix this.

Jaime: So we, we go back to, this is the challenge with a small ad budget. Well, the ad budget that gave you as a minimum start with, if you have a larger ad budget, you get more data faster. So you get to see what's working and what's not. So the lower your ad budget, the longer it's gonna take to collect the data. So, unfortunately for a lot of coaches who are, like you said, bootstrapping it, they, you know, every dollar counts, right? For larger companies, they have a lot more money to spend, so they can, they can figure out what's working. What variable should I be tweaking or losing, or, you know, changing. And they can, they can then make those adjustments faster for a coach, because we're only talking about 30, 40, 50 bucks a day, it's going to take longer. Um, so yeah, it's the answer your question. Once again, it depends. The reality is,

Jeffrey: But I think that's a good point to, to stress here is that it can go as fast or as slow as you want. And that speed is directly related to that, to that ad spend

Jaime: Correct? A hundred percent. Yeah.

Katie: Yup. W you know, what I love about the concept here is that, um, it's like, it's not that, Oh, it didn't work. Let's walk away. Forget it. It's, it's just always, Oh, all right. What's broken. What do we need to fix? Right. So what are some of those pieces, Jamie, like in the class, you know, that now that we've got some people that are running ads, it's, you know, like, is it the sales video itself or the training on the end, or is it the ad video in the beginning? Or is it your landing page? What are you doing to determine what holes we need to fix

Jaime: Throughout the, yeah. So basically what would the ad itself as the first one? Right. And, uh, I think, um, the idea is that you have a minimum of 1% click through rate CTR. So 1% of people watching it, or actually clicking to the next page. So the next page number, and that's, that's, that's the minimum. That's not even a good number, a good number is anything above 2%. So 1% is the absolute minimum. When you hit the opt-in page or the registration page, you want a 20, 30% registration number. Okay. Uh, towards 30%, 20, 30% is, is, is, is decent. Obviously anybody above that is great below that you're, you're in trouble. It means it means your headline or the actual imagery or whatever, the, the messages isn't, isn't aligned to your video ad there's, there's a misalignment. Okay. After that, we go to a video page, right.

Jaime: Which is the sales, the sales video, which then it's a matter of how much of the video are they watching. So what I, what I preach, what I've been taught is instead of doing a webinar, that's still a 20 minute video. They need to watch minimum half of your video. Okay. So 10%, I'm sorry, I'm sorry. 10 minutes of a 20 minute video at that point, then the schedule button opens up. If nobody's clicking your schedule button to schedule a call with you, it means the value in that video is not sufficient people. Aren't seeing value enough to get on a call. Okay. And that's obviously a problem as well. And then of course, we get to the issue of, okay, of those who, who scheduled, did they make it to the call? Did you actually talk to them? And there could be other reasons are people, people get busy, people forget people.

Jaime: So your, your, um, your nurture sequence, reminding them to get back on the call needs to be on point as well. So there's a lot of balls in the air. You gotta control, uh, or try to control it, try to match. And then hopefully you get everything aligned after a month, two months, whatever that number is. And then you have a really, really good funnel add to funnel that is generating hopefully six to 10 opt-ins per day. Right? And you're, you're getting, um, anywhere from, uh, scheduled calls, uh, probably one to three a day. That's, that's the goal and of what you are hopefully converting, you know, 30%. So one a day, that's the goal. That's the ultimate goal for most coaches.

Jeffrey: And I love, I love how you described that. And I want to kind of clarify this for our listeners. What we're talking about here is a marketing funnel. Like this is, this is, you know, as, as clear of a funnel as we can get, you know, and really, uh, one of the concepts that I think people struggle with is the, along with the funnel, it's also a filtration system, right? A certain amount of people are going to see your ads. A percentage of that is going to click the ad. A percentage of that is going to opt in for your video. A percentage of that is going to finish your video. A percentage of that is going to click the, you know, to the next section and on and on and on. So, you know, I always tell people like what, you know, how many people to, to backwards, backwards map what you need.

Jeffrey: And you're saying one per day, and then you have to look at the conversion rates and say, okay, if I'm going for one per day, that might mean 60, 70, 80, 150, whatever need to see your ad, because a percentage is going to click kind of percentage is going to watch. And person is going to opt in like all the way down to the end of the line. And I think that's, that's something that a lot of people don't think about. They think, Oh, about a hundred people saw my ads and no one, and I haven't got a booking yet. You know, like I've spent 80 bucks on ads and I haven't got a booking yet. And like, that's, that's actually kind of normal in most cases, especially when you're starting out. Right.

Jaime: And the other variable to sort of one thing that, that I, that I failed to mention is, is how much, how much does your cultural service costs? Because I said, you're obviously if you have a coaching, if you, if you're trying to make one sale a day, and let's say the average coaching services, 30,000, between three and 5,000 as an example, and I'm making that up. But if you're charging a lot more than you, it's going to take you more people to get into your funnel and talk to, and then get over the hurdle of, Oh no, mine, mine is more expensive. That's also another variable too. So you're gonna need more people inside your funnel to make it to the end and then convince them that, Hey, you are worth whatever money or you're asking to charge. It makes sense. Yeah.

Katie: Yeah. It's like the YouTube ads, get you the leads, and then you actually need to know how to sell what you're selling. You know, I mean, it's true. Cause I see that a lot, of course, Facebook ads, they're just more popular and people just want to throw money at Facebook ads to get to the launch sales level that they want. And it's, you know, just, we always have to remind people like you're paying for leads. Like you hope that it's going to turn into a sale, but ultimately the ads are bringing you in potential sales and you as the salesperson, you know, with your offer, your closing those. Yeah. So, you know, I think it's, um, it's, it's good to know, you know, something that we had learned, like the cost per lead, right. It's good to know how once you make a sale and then you go back and say, okay, how many, how much money did I spend in ads to get that person to say yes, and understanding a cost per lead, then you don't freak out over 80 bucks.

Katie: Oh, I spent 80 bucks today. It's like, okay. But in the long run, you kind of know, even if it costs you $80 for the sale, is it worth it? If you're selling an $8,000 thing and you just had to spend $80 in ads, you know, to get that sale. Oh sure. That's worth it. Even if it's $800, it's worth it. So, you know, that was the first coach I had worked with, um, with regards to online marketing, she had said that would you spend $8,000 to make 40? And I was like, yeah. She's like, that's the, that's the mindset you have to have with ads. It's not a per day. Oh my gosh, I'm wasting my money. But it's just, when you get to the sale, then you do some math and figure out what did that cost me a hundred percent. Yep, yep.

Katie: Right. And then I think it's, you know, so here's where I always preach using credit cards. Um, like I don't want people to bootstrap to a point where they're like, I can't run ads or I can run ads, but I only have $500. It's, you know, it's like, w you're going to waste your money. So if we could just get a credit card and you can bet on yourself to run ads to the place that we need you to run ads, which might be 2,500 or $3,000, and then you'll get your sales and you can pay down that credit card, but to try to pay for all that with cash upfront, thereby limiting your efforts, you're kind of killing the process. Um, that's wrangling that, that, um, potential. Yeah.

Jaime: This is the issue that I get with my, my personal viewpoint is people hear about other people's success, especially, Oh my God, I sold, I made X amount and I'm like, Oh my God. And then I get this all the time. It's just as easy. I mean, I put the thousand dollars, I get $5,000 back. I go, okay. First of all, you don't know the variables. You don't know what the, what all these different things that person did. They make that $5,000. And the, the, the, the simple one that I always tell them that, um, that I'm closest to is in my, in my case, it's the, it's the, it's the video, what's the messaging. Are they just amazing on camera? Is that the offer is that their offers just so brain dead great that people say, I want that, you know, and a lot of people don't and Katie and I, uh, you know, we've been, we've talked about this in the past with the other group we're in the offer is critical.

Jaime: If you have a me too, or a boring, or let's not even boring, if an offer that isn't enticing, then listen, you're not the only coach in town. There are hundreds, maybe thousands of coaches that do what you do. So you have to stand out. And if you're offered to the standout and pricing could be a way to stand out by the way, but it's not, it's not the best way by any means, but if you don't make it sound like, or you communicate that you are different in a very unique way. You're, you're not, it's hard to break through the clutter with a small ad budget. That's the other issue.

Katie: Yeah. Yeah. And I think truly the spending, um, in business in general, it's, um, I just always like to say to people, like, are you willing to bet on yourself? Yeah. And you know, if you, if you know, your offer is awesome and you get, in my opinion, get help with ads trying to do ads on your own. Like if, if Jeffrey and I were like, yes, let's figure out this YouTube video ads, like, you know, our business would ever get done. Um, you know, cause Jamie really kudos to you. You helped us so much with the script and just like, and this is what, you know, Jeffrey and I help people with, with their offer and their funnel. It's if you don't understand it from this meta level or you're too emotionally or emotionally charged with the whole process, then you're like, yes, this is awesome.

Katie: And then it's so good to have a mentor say, actually, I don't think that's awesome. Try to do it this way. You know, and that's not what you said, but you're like, Oh, here, try this or read this or watch this video. Like you're trying to help us understand what sucks about our school. And, you know, it was so fun by the end. I mean, that was such a project. I feel so proud of myself for a million reasons for getting through that, but like to look at our original script versus the one that got out there, you know, I was like, thank God. We didn't try to do that ourselves. Cause that's when you waste money, in my opinion.

Jaime: And one thing that, to that, let me add that I think is as, and you said this earlier, Katie, which is so valuable, the two things, one, you never know, it doesn't matter who you are. No one's Nostradamus knows what video is going to actually work. What script, what, what, what message is going to work. So you have to test a whole bunch too. You have to put yourself out there. So that's that's we talked about people being shy and they're not comfortable. That's an important part of it. You have to be. And then the part that is also very tough for many people is the authenticity author authenticity. The, the, the, the transparency it's coming across as someone real someone or organic, et cetera. And this is the part to that, that I stress. I always tell people is you don't need a ha you don't need to hire a production company or a videographer, take your phone, do it yourself, do it practice a whole bunch of times. And then like, we, you know how, you know, we broke it up into four or five pieces. So you're not saying the whole video, you know, to me, you know, you're breaking it up piece one piece, two piece, and you're walking around your house. So that the little things like that, that, that help in an understanding or people who let's say a little timid or shy, or are a little scared that will help tremendously in getting a really good video ad out there. Yep.

Jeffrey: Yeah. Okay. So I want to say that again, because that, I thought that was a great, a great thing that I think people miss is like, you can edit your videos. And like, I think that was a big piece for, uh, learning the process and, and your way of doing things. It's like, uh, I think something that's overwhelming for people is like, Oh my God, I have so much to say, how do I say it? You know, first of all, I don't know what to say, but I've got this great message. I've I, you know, I help people if they're a coach, right. I help people a lot. And I don't know what to say in an ad. And then they, and then once they figured out, Oh, here's what you got to say, then it's like, Oh my God, I can't memorize that whole thing.

Jeffrey: And, and like, I love your idea of like, you just break it up, you just memorize this part or read this part and do this part. And then they put it all, put it all together. Like that was awesome. And that it, it's almost even more effective, the less scripted it is. And the less, um, you know, big budget production. It is like, you're talking, holding a phone in your hand or with a little selfie sticker of some sort, right? These are this, that feeling of naturalness of, of like, Hey, I'm talking to you, this is me. I'm talking to you. You're saying like, that stuff works really well.

Katie: Yeah. Like gone are the production days that intimidated me as a new coach back in 2011, right. When like the Jeff Walker launch phases or Eben pagan, these, these are the guys I remember watching. And they would have this production team in their house and, you know, the different angles and what, and the lighting and all of that. And so you really took off that pressure by saying, you know, Katie, do you have a phone? Great. How about a gimbal? I'm like, what's a gimbal. I went and bought a gimbal. I figured out how to use it. Um, you know, so, um, but, but it's really easy now. And especially with the phones on the market these days, they're actually really good cameras. And if you're, you're doing really good videos, um, but I just loved that you had helped me section out the different parts.

Katie: So I was like, just on, you know, script one, section two, you know, script one, section three. And I would record, you know, all four in my four different places. Um, what was funny for me, Jeffrey was editing a lot of them in the beginning. And so, um, he could crack up at me going like script for like, I would be so tired, but I don't know what it was every single time I went outside, no matter what day. Cause there was three different days. I was recording. It snowed in Denver all three days. It's like, what is with this? Um, but that, that stuff like you taught us, makes it interesting for people like when I'm outside and that's a different background than my typical background people watch, right? Like, they're like, Oh, what's this right. So changing that up, you know, I think you just gave me permission to step out of my quote unquote studio, which is actually a corner inside my very small office and walk around and, you know, just have different backgrounds and, and play with lighting and, and going outside.

Katie: All of that was, um, just good to remind ourselves that it doesn't have to be perfect or studio ready because it's the content that matters more than anything, you know? And, and one of the things that you reiterated that I had learned from, um, Carrie Murphy, giving a shout out to inspired living, she teaches you how to be more comfortable on camera. And she always says, never introduce yourself first. You know, you've got up to seven seconds to impress somebody, but as we know with these ads, you have five seconds before they hit the skip. Right. And so you don't want to say, hi, I'm Katie. Nobody cares who you are. They're going to skip the ad, but to get the hook immediately to ask a question or something that gets that immediate attention, um, that's what took us so long is through what's the first five seconds. And cause that's the most important. And to your point, why are you going to make all these videos if they're going to skip after five seconds?

Jeffrey: Correct. And that's the biggest, that's the biggest hurdle for a lot of people like, yeah. And they'd say

Jaime: YouTube doesn't work because they don't. I mean, people know there's a five-second rule, but they don't know what to say. They think that, Hey, my name is, uh, I'm Jamie. I work with coaches and you eat four seconds of my body. You haven't told me what's in it for me. And if you can't get that across in five seconds, you're better off not doing it. Yeah.

Katie: Yep. Yeah. So I think those, I think really figuring out your hook, you know, so the time, I mean, it was a little time consuming of course, to do those videos. Cause I made a big deal about it. I had to do hair and makeup and none of that matters. It mattered to me at the time you, you laughed and said, okay, Katie, go ahead. You know, but, um, but really I think the time consuming thing was figuring out the hook and you know, and then our differentiator, what Y Y you, what makes you different? Right. Um, you know, if you're a lot of, you know, crap online, so why do I want to listen to you?

Jeffrey: And here's the thing I think that like really Jamie to free to your credit, like that was a huge, huge part of the learning curve. And the benefit you really brought to the table is forcing people to think about how to condense their benefit and their message into five seconds. That's not, that's not easy. That's really not easy, you know? And then so to, to think of this, um, like, you know, first of all, coming from a offer perspective, like how you talk about your offer is one thing then how to condense a portion of it so that you can clearly convey the benefit of why they need to continue listening into five seconds. That's a challenge. That is a real challenge.

Jaime: Yeah. Yeah. And what about what, what I tell people, um, coaches that I work with or people that I want to work with is this skill set of, of getting, uh, picking up a camera or writing a script, first of all, right, writing a script based on certain frameworks and principles, and then putting your face to camera and talking it out, if you would get good at that, that is a game that is a business, a life game changer, because you don't need to worry about, you know, and obviously if you have money to spend on Facebook and this, by the way, I tell people all the time, this isn't just a YouTube thing, it works perfectly fine for Facebook. It works great. Just as on Instagram, you're communicating a message about who you are, what you do. And like you said, succinct, short way, that's going to get people to pay attention and that's what you want. And then we'll listen the next 10 seconds and the next 10 seconds. So that skillset of being able to get a script, written a message that's, that's, that's strong, that's, that's powerful. And you can put, and you can just pick up your camera and go outside Katie and talk to camera. I mean, that's, that's something that you don't hear people doing a lot that the, the, that, that requires effort requires practice, but you get that down game changer. Yep.

Katie: Yeah. You know, and I mean, video, right? That's like the fastest market, the fastest growing marketing tool out there, like that like video, um, you know, you don't even have to watch it. They can still listen to it, but the fact that you can watch and listen, people dig it. And so, you know, I think people are missing the Mark coaches, course creators are missing the Mark if they avoid video. And I've ordered a video for a long time. And in fact, I chatted with a friend not long ago that knew me back, like maybe four years ago. And he was like four years ago, you were adamantly against being on video. And now, you know, you go weekly, live and dah, dah, dah, you know? So, um, you know, there's always room for change and there's always room to change your mind. Right. So if you're resisting ads in general or videos, or however much it's going to cost you, or right.

Katie: People are immediately like, what equipment do I need? How do I have to, right. We said, gimbal earlier, maybe people were saying, what the heck is a gimbal? Let's put that in our show notes, we'll link. Um, you know, a couple, um, I, the first one I bought, I broke, but I have a feeling it was user error because it got like outstanding, you know, like 30,000 five-star reviews on Amazon. And I'm like, this thing sucks. I'm pretty sure it was, it was Katie related. But, uh, um, but you know, just, you don't really need much, but like you're so Jamie, what would you say? How do you answer that? Like what, um, what supplies do they have to have to be successful doing YouTube ads?

Jaime: So it's super simple. You need your iPhone or Android. I have an iPhone. So I'm obviously a little more Apple, Apple friendly. Um, you need, you must have a mic and I don't recommend a wireless mic go to Amazon. There's a lavalier mics that are wired. That costs you less than, uh, you need, like, I would say 10 feet. That'll probably cost you between 15 and $20. And then you need the teleprompter app, uh, which I am the one that ever, when I recommend it to you, I believe that's 50 bucks a year for the year, six $60 for the year. So you're looking at $80 and not include your phone, your phone, you have any ways, that's what you need. And then go outside. If I know I live in Florida, so it's a little different story, but, you know, find a day that's overcast, find a place where there is a little bit of a shadow. So you're not like in the middle of the sun and film outside, walking around. That's what you need. That's it, that's it.

Katie: Yeah. Why do you say, um, quoted Mike instead of a wireless leveler?

Jaime: Uh, well, because wireless typically, uh, my experience in working, I've done a lot of videos, obviously in the past, you need a really expensive wireless to have a good, uh, whereas the cheap wireless ones aren't that good. And they break in the end, they're static and stuff. Whereas a wired mic it's much, you plug it in. You're good to go. There's no. And finally the one on Amazon with the highest ratings and you're good to go there. They're fine.

Katie: Awesome. Yeah. Yeah. That's good. And then, yeah, I bought a gimbal and so, you know, this is what I had to overcome, um, is feeling like a complete dork being outside with my selfie, stick, walking down in my neighborhood on a snowy day,

Jeffrey: Katie, you don't need a selfie stick and a gamble to be a dork. You just

Katie: That's right. It's true. It's true. Um, but you know, so I think a lot of times the resistance people have is internal, you know, Oh, I could never do that. I could never do that. And then it just was like, Hey, you know what? This is, this is what we're doing. Like we replaced this activity. Um, we replaced a new, another lunch with this activity instead. So we would have launched again with our own launch plan on, you know, social media. And instead we were like, let's do this YouTube ads campaign, see how that works. And now we're about to launch coming up next month. Um, so you know, it, it's a, it's something that is time-consuming if, to take seriously and anything that you're doing for your business, if it's not stretching you out of your comfort zone, then you're not doing it good enough. Like we have to keep growing, you know? So, um, yeah. So I think, um, you know, just getting over it and, and kind of laughing about it, like who cares, what the neighbors think, you know, and you know, I'm going to be a millionaire because I was willing to walk down their

Jeffrey: Opinions of, of your business. Don't really

Katie: Matter. Yeah. Uh, all right, let's see here. What else did we want to ask you? Um,

Jeffrey: While you're looking that up, I did. I just wanted to bring up another kind of on the technical side of things, you know, cause I I'm the tech guy, I always approach everything from the technical side of things, but, uh, I wanted to, uh, mention again, you know, Jamie's expertise that he's bringing to the table, that this was kind of this, uh, um, an it like, okay, I don't know how to say this. Jamie, when you're teaching and you're sharing everything, you know, you were kind of teaching us how to make video for editors and, and, and you didn't say, Hey, this is how you make it. So an editor would work. You told us how, like how we should start recording it, how we name them, how we say, like Katie was saying, you know, at the beginning of a video, she said, this is, you know, you know, section one, take one, whatever, like you were kind of teaching us how to make video so that it's ready for an editor. And I thought that was huge because like, that's something that I think from an editor's perspective, not a lot of people know, and that's a big time suck and it's kind of a, you know, like why is this taking so long? Well, because your editor has to go through all of this crap that you recorded, you know? So, I mean, do you have anything to say about that? I just want really wanted to compliment you for, for that, but I don't know if you have any thing

Jaime: To say no, thank you. So obviously that comes from doing, uh, 11 years of, of video. And I'm not an editor per say, but I have editors that work with me or for me. And, and they tell me all the time, if they get a bunch of rough footage, it's I don't sit down. I be honest. I don't have the time to sit down with them and say, cut here, do this transition. That takes forever. It takes hours. But from, from perspective of the, in this case, Katie, right, it takes literally seconds for her to say, um, you know, uh, script one, intro one, uh, section four. And then she knows. And then the editor knows where that goes and it's super simple. And then they go, okay, this is okay. It's like a puzzle piece. It's like a jigsaw puzzle. Right. They know what goes together. But many people just, they, they, they, they, they spew it out and then they give it to a freelancer or an editor. And then it's on that person to put everything together. And they may or may not do a good job, but based on so much footage, like if you're, if you happen to take a long time to create a video, you might be going through hours and hours of footage, which is difficult for an editor.

Jeffrey: It is. And that's kind of where, where a lot of people say what this costs 500 bucks, this cost a thousand dollars to edit a single video. What, why is it? Yeah. It's because they had to go through hours of your video to make the five to 10 minutes of video that we can use.

Katie: Yeah. I think it's so important to learn how to make everyone's job easier. You know, like at one point, Jamie, you were like, put everything that you're sending me into a Google folder and send it in one thing. Right. Don't be sending, Oh, here's here's video one, section one, and then an email two hours later, here's section two. No, put it in a file and send me the whole thing. I think things like that, um, it keeps your costs down, but people are afraid to say it like the video editors may not say that because they don't want to offend or whatever, and they don't care. They're getting paid for their time, but it's like, you can save money by being organized and being a pleasure to work with. Right. And just making it very clear. Um, so I thought that was, that was important. So I know a couple things that Jeffrey and I were, um, you know, thinking through what would our audience probably want to ask you because we've now been through this, but prior to joining your program, these questions came up for me. Number one, does it matter if someone has a YouTube channel already in order to do YouTube ads?

Jaime: So you, you, you have to have a YouTube channel because the Google, if you don't know, Google owns YouTube. And so we put the, we put the video ads on your YouTube channel and we make them unlisted, which means people can't find them. And then we then Google grabs them or YouTube grabs them from YouTube channel and displays them. So no matter what, you have to have a YouTube channel to run YouTube ads.

Katie: Great. So then the followup question, does it matter if I have no subscribers on my brand new YouTube channel

Jaime: Or whatsoever, but we don't, we're not looking for it. It's a different, a different objective different goal. What we're trying to do obviously is trying to a trade conversions through your huge bag subscribers and everything else. That's an organic goal, which is great. You people want them, but you know, all the, all the power to you, but that's, we don't need subscribers to run YouTube.

Katie: Yep. Awesome. All right. So I am certain that, that question's on some listeners mind out there, because that was definitely mine. I was like, we need to do all this stuff before we start this class. And you were like, no, you don't, you don't need any of that. So yeah, we just opened up YouTube, you know, I have my own Katie Collins one, but we needed one for the launch squad. And you know, even my Katie Collins, one is a graveyard. Um, so that's important to know. Um, and then is there a way, if you have built up a YouTube channel and you do have a lot of subscribers, is there a way to target the ads so that they hit those subscribers when they're on YouTube

Jaime: A hundred percent. So that's a great for people who have a huge or a big organic following, uh, it's the, one of the most cost-effective and the most profitable conversion, friendly ways to get, to get your, to YouTube, to work is people that are already watching your videos, subscribe to your channel. That is number one. If you had that, I would say forget. And it's, the numbers are huge. You want to use those people because they already know, like, and trust you. We go back to the principles of copywriting, no lack of trust. They have that already because they're on your channel.

Katie: Awesome. Makes me wish. I grew that channel. It's never too late to get started. Right. Jamie, how do you know when your ads are actually working?

Jaime: So we go back to a couple things. Um, the, the biggest thing is testing multiple ads. So what we did with you guys and everybody else was we wanted to have minimum four ads. Okay. So we're testing four different variables, four different ads, MES slash messages. Um, so we're testing those. Then there's the click through rate CTR. We want to CTR above 1%. That is the minimum. And then of the four ads. We want the one with a higher CTR, right? The click through rate with a higher CTR. And then after that, then the other variables taken effect. But so we're able to tell if you only have one, this is another reason why people fail the create one ad. It doesn't do well. Usually doesn't work. No, it's your message. In that ad didn't, didn't engage people enough. Didn't compel a person to click on the ad and it may have been a minor tweak. It may have been a certain angle. Your angle you took on that ad was not the right angle. People didn't didn't, um, didn't feel, uh, didn't feel it. They just didn't, they didn't, they, they, whatever you said or how you said it, it wasn't, wasn't convincing enough. So it's a very minor small, it could be very minor, a small thing, but having very, having different ads is, is key to your success on YouTube.

Katie: And I really think that's a business thing that, um, you know, it's true. Like if your launch failed, it's the same, you know, like, look at your offer, look at your messaging, look at your free gift. Right. Like did those things, so it's not that the whole thing failed it's that there's a piece that isn't working. Yeah. And so, you know, the people that give up are, are the ones that lose out because really it's, it's really fun to go in and say, okay, what, where's the hole? You know? And that's, that's what we're, we're doing right now. So it's like, Oh, okay. Where's the conversion dropping off. And we saw with somebody else in our class, Oh, people are dropping off at minute six of your video. Okay. I got to redo the video. That one was obvious. Right. Yeah. And then I think she just made a $10,000 sale from her ads. Like she sold a $10,000 package. I think she just told us in the last class. Um, so, you know, it's so it's okay. If things don't work, it's just information. So not to take it personally, but to just say, Oh, all right, this isn't working time to redo it, you know, and there's no need to get to get like, make it personal or whatever. So yeah, I think, you know, it, this is all about being fixed skinned and, and really it's inevitable that it will work. Um, if you just keep working at it. So

Jaime: Correct. And it's, there's like a hundred percent, right. And there's the holes in the buckets. It's very rare and I don't care. And I, I, I follow and I pay mentors a lot of money. And I think they say a lot, all the time, 10 to 20% of what they do on the first round actually works. So 80% fails. And these are the guys, these guys are the group, the top grooves. These guys are the smartest, I mean, quote unquote, the smartest guys in the business. They have a lot of money to spend and 80% of what they start with fails. So where does that leave us? So that's, that's, that's part of the challenge that everybody faces.

Katie: Yeah. Yep. Tenacity. That's where it's at. Yeah, yeah, yeah, man. All right. Jamie, where can people find you?

Jaime: Uh, so my website is Y T uh, for YouTube, Whitey coaches, plural.com. And, um, yeah, I, um, it's a very, very simple, uh, you know, call, uh, we're not a fit for everybody because some coaches, for example, don't have high ticket, high ticket prices. You know, if you have a course and it's a hundred dollars, $500, this is probably isn't the best, best fit for you. But if you have something high ticket, $3,000, plus, then it makes a lot of sense and you have to actually speak to the person on the phone. This is a really good, uh, option apart from Facebook. Um, and if you want to learn a really important skill set, which is video ad production, but how to do a video ad yourself. I think this is a great option for a lot of a lot of coaches.

Katie: Yes. I totally agree. I'm really so grateful that we got to partake in this course of yours and Jeffrey, and I really recommend it. So, you know, stay connected with Jamie and if you don't have a high ticket offer, then you should contact me and Jeffrey first, we'll get you ready. And then we'll send you over to Jamie. And one thing, one more thing, because,

Jeffrey: Uh, I remember you saying this Jamie and I won and I thought it was so good for this interview that, uh, you know, going through your course and going through learning all of these things doesn't necessarily mean that needs to be your job. Right. Right. Like it's a good, it's a good idea to learn how ads are run to, to know how the production is run, but there are certain parts of it that you, as a business owner, as a coach, you probably shouldn't do,

Katie: Oh my God. And like, that was such a good lesson for me and Jeffrey, because we're so blessed that we have each other because a lot of people are doing all of this themselves. And I was like, okay, like we wrote the script together. And then I did the videos and then Jeffrey was on the editing end. And after a while, it's all he could do was the editing. It was so time-consuming. And then finally I was like, should we tire Jamie's team for that? And it was like, Whoa, like what a relief, you know, to have people that search B roll footage all the time, like they're in their genius and they do their job. And it freed up Jeffrey who is literally the CEO of our company to do the other things that, you know, so the lesson was just because you can do it doesn't even mean you should. Um, so we are huge fans of hiring support to do the things that are very time-consuming and not your, your genius a hundred percent. I agree. A hundred percent. Yeah. So awesome. Jamie. Well, thank you so much for being here and thank you for joining us. If you enjoyed this episode, please leave us a five star review and hit the subscribe button. You can check out the show [email protected] forward slash episode 22.

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About the Show

The Lighten Your Launch Podcast is for Coaches and Course Creators who want a lighter online launch experience. Maybe you’ve done a few launches already, and feel exhausted just thinking about it! Or, it’s been one of your goals, but you don’t know where to start.

Tune in to learn from our team of experts, The Launch Squad, who aren’t afraid to dig into all aspects of launching: sales, strategy, technology, mindset, funnels, and even a bit of woo to get you through the toughest times. Let’s put a stop to perfectionism and procrastination, and finally take your launch from intimidating to money-making!