061 casey zeman using video & youtube to grow your business by EntrepreneursRadioShow

THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

EPISODE #61: CASEY ZEMAN On Episode 61 of “Diamonds in Your Own Backyard: The Entrepreneurs Radio show,” Travis and Sandra are going to be chatting with Casey Zeman about the many aspects of setting one’s business for success through the use of video. Casey shares valuable lessons and important pointers on how business owners can properly direct their video campaigns to achieve remarkable results. Starting out as an actor, Casey combined his passion for video with the valuable Internet marketing lessons he gleaned to come up with YouTube Revealed, a piece that set him in place as a leading video marketing expert and online lead generation strategist.

Casey Zeman – Using Video & YouTube to grow your business

Travis: Hey, it's Travis Lane Jenkins. Sandra: And this is Sandra Champlain. Travis: Welcome to Episode 61 of the Entrepreneurs Radio Show. Hi, Sandra. Sandra: Holy cow! 61. Travis: Yes, I know. Sandra: Hi, Travis. Happy to be here. Travis: Looks like we're impressed with every new episode we create, aren't we? Sandra: Well, it's just so exciting because, I don't know, I'm assuming you're like me, that every one, I get something so good, and I just want to put it into practice. Travis: Without a doubt, yes. Sandra: That's fun. We've had some great people.

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THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

Travis: Yes. Well, today we're talking to Casey Zeman, right? Sandra: Yes, we are. Travis: Tell them a little bit about what we're going to be discussing in this hour with Casey that we spent. Sandra: Well, Casey is the master of video, those things like YouTube videos, creating videos for your business, creating things like webinars, the whole world of video, and why we should be on video, how to best use video to get our messages out there. Travis: Yes. He talks about how long your videos should be. Sandra: Videos should be, different components that are in must-watch videos. We've all known videos that go viral. Well, why? Why do they? And what are some of the components that maybe we can use to make successful videos? Travis: Right. And the three-letter acronym that he says should be in every video—we won't tell you what that is, right? Sandra: Yes. No, we won't. Travis: Step number three or—not step number three, but I guess order of priority number three would be snip it, which of course requires him explaining, right? Sandra: It does because I had no idea. I had my own vision of snippet, but that's not what he was talking about. He's just cool and fun and caring. And the whole world of video, I don't know how many of us really jump in to either get ourselves or our voices on film, but why not? Travis: Yes. Also, he talks about more than just video. It’s about generating the traffic that brings business to your website and of course grows your revenue. Now, that's… Anyway, everything that we do is dedicated towards helping you, our listeners, take your business to that next level. So yes, Casey is the founder of YouTube Revealed, also video marketing expert, webinar conversion strategist and Easy Webinar Plugin. Casey's got a lot of different things going on, right? Sandra: Yes.

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THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

Travis: Also, before we get started, I wanted to remind you to stay with us until the very end, if you can. I'd like to share a little inspiration with you. We'll also reveal who we're going to introduce you to in the next episode, right? Sandra: Right. Travis: One quick reminder: if you enjoy these free podcasts that we create for you, we'd really appreciate it if you'd go to diyob.com, which is basically a shortcut for—it's a short version of Diamonds In Your Own Backyard.com—and click on the iTunes icon and then post a comment and rate this show. It'd mean a lot to us, and it would also help us reach and instruct more great entrepreneurs just like yourself, right? Sandra: Ready, yes. Great. Travis: So without further ado, let's go ahead and welcome Casey to the show. Hey, Casey. Casey: Thanks, Travis and Sandra. I'm happy to be here. Sandra: Hi, Casey. Travis: How are you? Casey: Hi. How are you? Sandra: Great. Happy to have you here. Travis: Yes, we're super excited to have you to this show. Hey, Casey, one of the things that we like to do before we get into the meat of what you teach and the strategies that you focus on with entrepreneurs, do you mind giving us the backstory of what brought you to today and how you found success? Casey: Absolutely, sure. My family has always been very… They were the type of family that nurtured passion. In high school and things like that, my big interest was acting and singing, right? I loved being a performer, I guess you'd say. I went to school for, actually, opera for quite some time and then switched up because opera was too contained in a box, so to speak. So I then went into acting, which

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THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

actually let me out of that box, but then I was doing music theatre because, if you're a singer and you act, that's the direction you sometimes go. Travis: Right. Casey: I've done TV shows, commercials, movies, stage shows off Broadway. I've done things in Chicago, like the Shakespeare festival there in Chicago or Chicago Shakespeare. I started off as an actor as I came out of college, but I always noticed that I was kind of broke. Travis: A by-product of being an actor, right? Casey: Yes, yes. I had the lifestyle of an actor. You do a project and then you'd live off that project for a while, and then you have to do another project, but then you'd have a Joe job, as they called it, which was like a day job or something, which was either you were a temp somewhere or you worked at a restaurant. I wanted to find something else to do, and I started looking online because I was going to maybe become a financial adviser. It's funny to go from acting to a financial adviser, right? I was looking at doing some stuff at Morgan Stanley. I was looking at—this is right before I was potentially hired—I was looking to figure out how to build leads online. I was going to have a job at Morgan Stanley, which would have taken me out of the slump that I was currently in. When I started looking online, I learned it's like a baby being born. I was like, "What is this stuff? What is this online lead-generation thing that I'm seeing? What is happening here?" I was determining. I needed to try. I needed to get leads. If I was going to do anything, whether it was going to be financial advising or if I were to try to get into real estate, again, somehow I needed to build leads, so I started looking online and found this whole world of Internet marketing. The very first thing I found, obviously, when you type in "getting leads online," I think I was finding MLM stuff, right? Travis: Right, right. Casey: But then I started looking deeper and learned all about online marketing. I immersed myself in that for a little while, until I had a discussion with my wife. She said, "You know, Casey, I think that you have a friend or we have a friend or my friend's husband actually does this stuff, and he taught himself HTML," she said because she saw that I was on the computer and I was trying to look at building websites or what a WordPress site is and all the stuff because I was kind of just learning and absorbing all this how-to-drive-leads type of thing. She said, "I think we have a friend who does this stuff," and I'm like, "What does he do?" She said, "I think he taught himself HTML or how to build websites." I'm like,

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THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

"That doesn't really apply to what I'm trying to do," but I gave in and I said, "All right, let's have a lunch with him." So we had a lunch. We sat down and we had a lunch with Frida and Chris Farrell. I don't know if you guys know who Chris Farrell is, but he is a very good friend of mine. He was the start for my eyeopening online experience. He has his own membership site. He has 6,000 members, and he has a forum in that, in his membership site, that is amazingly active. I had no idea that he was sort of this Internet marketing, I guess you'd say, guru-ish type of person. Anyway, that was my start with how I learned more about WordPress and how to build websites. Also, I discovered my niche. I had to learn very early on, and Chris was someone that helped me with this, that I need to find the one thing that I can just do really well and be able to teach that or replicate my success for others. I then went into… The very first thing I saw was YouTube. I saw people driving leads with other means, but because I started off as an actor—and I still am, technically. I have a studio in the house. I'll do voice-over stuff and I have my agent send me stuff. That's just the passion side of things, just what I love to do. Video was me coming back to my roots, I guess you'd say. When I came on to YouTube, it made sense because I love video and I loved what I was seeing on there. I discovered that I could drive traffic—and qualified traffic, business-related traffic—with YouTube. It wasn't just necessarily kittens and puppies and dolphins and double rainbows. I could actually get qualified traffic. That became sort of my niche. I focused on YouTube. I just immersed myself because I saw that I was getting good Google ranking with my videos. I noticed I was beating out a lot of competition simply by making a video, right? Travis: When was that? What year was that? Or do you know? Casey: That was in 2010. Travis: Okay. Casey: Yes, 2009, 2010, I think. I slowly built that up until I created a membership site called YouTube Revealed, which I launched out. I had 250-plus videos, and that was my first start with building revenue online. Before that, I'd taught myself all this stuff, and I actually got clients. How I made money in this business is I first started off as a consultant, okay, consulting on what my discoveries were with YouTube and how I could help other people with that. I worked for a couple of companies where I would help them get ranking. One particular company was a flash mob company, and we did some stuff with them. We did one campaign that got them about 14,000 opt-ins in about a week period.

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Travis: Not too shabby. Casey: Yes, and it was all with trend-based marketing and using YouTube. That was really eyeopening—one of my eye-opening experiences, that I was like, "Wow, this actually works. This strategy can actually help a business out in generating traffic and getting Google placement," because that's what the strategy was for that particular client. We actually were able to get Google placement before there was a trend happening in the market. Before that Google placement was flooded, we were able to get the real estate early on and we knew it was a happening type of thing. Anyway, that was my first experience. Then, again, I created YouTube Revealed, and that's how I started building up my membership. From there, I went into a couple of other things. I've been—sorry, I've just been talking. Travis: No, no, no. We like to hear the background. I feel like a lot of times the successful entrepreneur is portrayed in a light that it's an overnight success or that they had no failures. We both feel like that has never really been represented in a true light, so that's one of the reasons why we like to get the backstory of: how did you get there? What did it take? What was the discovery? What was the “Aha!” moment? What was the turning point for you, when the light came on and you realized that this is a manageable and repeatable business model for you? Casey: I think when I noticed... The way things actually started clicking for me where I could earn a living online—not consulting, necessarily. However, if there are listeners listening to this and they have an online business, I always recommend having more than one revenue stream. I still have high-end clients that I keep. The reason I keep them is because I always want to have that facet open. I always want to have that still available to me, if that makes any sense at all. I think my “Aha!” moment for actually making money online, though, was when I created my membership and I was so nervous about whether I could actually sell somebody into it for 200 dollars, for 197. I just wasn't sure. I had put so much time and energy. I wrote a book called, "YouTube Revealed," which is over 225 pages long, on top of all these videos that I created inside this membership. Sandra:

Wow.

Casey: I was just kind of over-delivering because I was like, "I just don't want people to think that I'm not giving them everything." I just jam-packed this membership site, and then I did a webinar. That was my first experience in making sales—was on a webinar. I remember this very vividly

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because the webinar took place at my wife's farm in Iowa. Her family are farmers and we were on vacation there. It was either a vacation or we were there for a funeral. I can't remember which, but I remember that they're farmers and they have this—it’s a quaint farm with a lot of ground. Her family has tons of farming ground. I was in this backroom, almost like a closet. I didn't have a second monitor. This was my first experience with doing a lot of webinars. So I had a single monitor. There was an AC unit just blasting in the background. Sandra: Oh, no. Casey: It was just this continuous buzz. Travis: Right. Casey: I had no microphone. I was using my computer mic, which just was terrible. Travis: Cool. Casey: Where I think I'm using a different mic today, obviously. It was just all the worst environment that one could be in, but... Travis: Were you sitting on a milk crate? Casey: Yes, yes. Let me set the stage right. Yes, that's pretty much it, okay? I was like in a trailer, literally. Yes, yes. The Internet was sparse. It was coming in and out. It became a three-hour-long webinar because I was so wanting to make sure I was giving a lot away. The webinar, the price point was 200 dollars. I think we sold 30 of the 200-dollar packages. That was my first experience. Travis: What'd you learn from that? I think I know, but what did you learn from that? Casey: I learned that I gave so much away that… In fact, the guy I was doing it with, a friend of mine who was... He promoted it to his list. It was my first experience doing anything affiliate-based, too, by the way. He said, "I think you could have done it... It could have been a little shorter, a little less. You gave everything away in the webinar." I was literally like, "Okay, here's the thing. This is what you do when you're doing Google AdWords for video. A lot of it was just based on what I was doing with video and how I could help clients. Anyway, it was really just a ton of stuff. It was overwhelming. It was so overwhelming, and because I gave a lot away, people were like, "Now I need to digest what I just learned, so I'm not going to buy anything."

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Travis: Right. Casey: That's when I did learn that, generally speaking, we tend to overwhelm people because we think they need everything that we have, but your audience might be different than you. You might not be your ideal client. Travis: Right. Casey: Because of that fact, you have to look at it from what your ideal client needs, right? Travis: Yes. More is not always better. Casey: Yes. Travis: Most people don't have the bandwidth to consume all of that. You're taking months and even years of information and trying to cram it into a session. It's just something that… You can take a webinar like that and probably cut it down by two-thirds, right? Instead of three hours, make it one hour. Casey: Oh, yes. Yes, absolutely. Exactly. My most successful webinars have been webinars sometimes even 30 minutes to 40 minutes. Oftentimes, it's ones that are same-day webinars where I announce a webinar and then people come on and I sell some product. In terms of conversions, if you look at it from the conversion standpoint, those convert always way more than the two-hour, three-hourlong webinar. I'll come back to that, but I think what I learned from that experience is less is more, but also that, “Wow, there's a viable market here.” That's when I started looking at webinars. I have to say that webinars has been—online, anyway, one of my—at least it was last year and in 2011—my biggest money-making ventures. I don't know if I told you guys, but I have a software also called Easy Webinar Plugin, which is an automated webinar and live webinar WordPress plug-in. Travis: Cool. Sandra: Cool, yes. Casey: Yes. We've had that for quite some time. It started off as an automated webinar platform where it was intended to just simply drive leads. You could schedule events in your attendees' time zone. It

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was very evergreen, right? Well, recently we rolled in the live aspect to it. Actually, we've had it for a little bit but I've been testing it out. Our live integration is with Google Hangouts, so now we have both a live webinar side of it and the automated side of it. That development actually started, I think, after I had this webinar with my friend. I was like, "Okay, there's something to this." I've always loved the idea of automation. I love automation, but I also love engagement. I think that an automated webinar or a live stream platform or advanced scheduled event platform just made sense for me because it incorporated the power of video, the power of engagement, with the power of automation. I had the two come together, and it's been great ever since. Let me actually "Do not disturb” on my Skype here. Sandra: You're busy. Yes, you are. Casey: Sorry about that. Sandra: It's okay. Travis: Yes, you're a busy guy. Casey: I apologize. I kept hearing it. I'm like, "Is that me?" Sorry. Travis: No problem. Sandra: We don't hear it. When you're back, what is the power of video? I know everything's changing in this day and age, and so many people say if you're not on video, you're screwed, like you got to be. What's that all about? Why? Why video? Casey: Okay, well, I use video for two reasons. I look at it as video is the ultimate engagement tool that bridges the gap of impersonality that can oftentimes be found on the web. I use video for engagement, but I also use video from the boring kind of staunch-y marketing side of things, as an SEO tool, right, search engine optimization tool, especially YouTube and, well, YouTube. When you create a video on YouTube, you're creating a bit of content that could get found in the search engines, and obviously because Google owns YouTube, they give a huge priority to that content that you create. I started getting geeked out from the side of looking at the whole “how does this work so I can create videos and actually get more ranking than if I just created text content?” Video has two things to me. It has the engagement factor already built in, but it also has the SEO factor. It does two things. It works for you in two ways at the same time. Especially if you've ever seen a YouTube video on the first page

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of Google, most people, because we're very visual people, we see a little thumbnail—we see that it's a 30-second video—we're going to click on it… Sandra: We'll click on it. Casey: …because we want to consume something quick over maybe some of the other text options on that first page of Google. You know what I mean? So that's what video does to me. It also obviously allows you to connect with your audience on a much deeper level. It builds trust, essentially. I like to look at video as building trust through stages and through many different types of video content, whether that's you in front of the camera explaining something or showing a PowerPoint presentation where you may be going into a little more detail, maybe doing an interview with someone who's likeminded. All these things eventually builds your audience or builds kind of your fan or your potential customer base because you're teaching them something and they're getting familiar with you. And it increases, I think, exponentially. Every video you make, it's not like they just watch one video and you're done. The more videos you have, and if you have all those videos connected, that means that someone will watch one video, but then you'll send another video so they'll watch two videos and then three videos and then four videos. Do you know what I mean? So it continues to build up with that. If you can have enough videos to where someone is searching for chocolate, let's say, and you're the first video that pops up, you know, how to bake a cake, you're going to do quite well. It's your opportunity in a video also to drive people back into whatever you do to monetize your business. Travis: Right. Casey: I think that's—you haven't even asked this yet, but if you were to just ask me, "Casey, what's the most important thing in making videos for business," I would say having concise call to actions that lead people back into your business, into driving leads or into getting them into your marketing funnel. Travis: Why don't you give us the top five, if you can, just off the top of your head? I know this is unplanned and it may be too difficult, but is there a top five that come to mind for you? Casey: Top five what? Travis: Well, top five things that people should be doing with either video or with YouTube or both. Casey: Yes, absolutely. I'm going to actually pull something that I... This is really funny that you say that because I just finished writing an article that I was about to submit out. Let me...

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Travis: Was it the top 5 or top 10 or what? Casey: It's my "Seven Video Marketing Strategies to Boost Consumer Engagement." Sandra: Perfect. Casey: That's what it is. When we first start a video, you have to know—see, I have this 14-step video packaging system that I call it. I have it in my membership. It's 14 steps that you go through from the beginning of creating a video. So even before you create a video, you have to conceptualize what you want that video—the outcome of that video. You have to decide what your business is and how that video is going to portray that, right? In my 14 steps that I create, I start off with—obviously, the very most important thing is to do your research, to find out if whatever your video is going to be about is something that people are searching for or it fills a need in the marketplace. Those are very important. Travis: Like a keyword, you mean? Casey: Yes, exactly. Doing good keyword analysis beforehand, saying, “Okay…” If, for instance, if I— I'll get back to the chocolate thing—chocolate receives, I think it’s 900,000 global searches within YouTube alone. YouTube—many people don't know this—but it has its own search. It has its own search bar. It has its own search page and its own algorithm. If I go to the YouTube search tool, I type in "chocolate," chocolate has 900,000 searches in YouTube alone. Now in Google, it has way more than that, but there's more competition in Google than there is in YouTube. Obviously, I’d start with YouTube and kind of side-door my video to get to the first page of Google, a kind of beating-outHershey type of thing. That would be one strategy. Anyway, when I'm talking about that, I want to make sure that my video, whatever the topic is, I'm molding that video to where there is an audience. I do that based on keyword analysis. I'll do keyword analysis. I'll go into Google's keyword tool or YouTube's keyword tool and do some of those things. Let me jump into... Travis: Number two? Casey: Yes, some things that you guys can do within your videos, let's say. I always say that you have to start a video off with a bang. Our attention spans are pretty low. I’d say you have five seconds to really engage with your audience. What you find a lot of people doing is maybe they'll throw animation right at the beginning of their video. It could be a slow animation that takes maybe 20, 30 seconds, and by doing that, you're not connecting with your audience right away. They're just seeing a bit of animation and they don't know what they're watching. They're just watching animations. What I always say is grab your audience's attention from the beginning. Oftentimes, I say do an intro, something that

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has "wow." I find that a very quick intro as to what your video is going to be about is a really strong way to do it. Then that's when you have the animation show up after that. You have your logo show up. In that first five seconds, what you're going to want to do is also create an anticipation because the goal is to keep people on your video. That's what the intro is all about. It's like, "Hey guys. Today we're going to be baking a cake, and I'm going to show you at about two minutes something crazy cool is going to happen where the cake might explode and you might see all sorts of stuff happening.” You create that anticipation of something happening to where they're like, "Wow, I definitely want to watch this video." Travis: Okay, so that's step 2? Casey: Yes. Let's say that's step 2, yes. Travis: All right. Casey: Then because we want engagement in our videos, I would say the next important quality is to create what I call snip-its. Snip-its are beats. Looking at this from the actor perspective: actors—they'll take a script and they'll beat out a script, which means that they'll see what lines relate to what emotions, and then they'll change their emotion with every maybe third line. What that does is that mixes it up. If an actor just read something in one emotion, it would just be completely boring. Similarly, in a video, you need what I call snip-its. Snip-its can be cuts but they can also be transitions. They can be various things like having texts fly in to the video, just something that breaks up the monotony of the video. Travis: Can it be like a crescendo even in the way you're delivering it? Casey: Absolutely. You're not talking obviously of sound, but you're talking about building up of the video itself? Travis: Well, there’s elements of that that we even do in this show so that it's not a monotone gray delivery. There's peaks and valleys of delivery that keep people engaged and interested. Would that be a fair way of saying it, of what you're talking about? Casey: Yes, yes. You have to think of how can you keep your audience interested. I look at this like a snip-it can be anything that breaks up, that takes the monotony out of it, such as moving to B-roll footage or a zoom in and out or title cards or animation or sound effects. Travis: It's some type of cut in the video, right, just a change?

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Casey: It's a change. It can even be an emotion that the person on the video is having, right? Travis: Okay, okay. Right. Casey: Yes. It doesn't even have to be necessarily like an obvious transition where maybe the video flies out, flies in. Travis: All right. That definitely makes sense. Casey: It's just something that you go from one emotion to the next. So if I'm doing one thing, I finish that thought and then I come with another clear, concise thought, if that makes any sense. Travis: It does. Casey: Okay. I'd say snippets are important. Travis: Okay. Casey: I also say that call to actions are hugely important. The most important thing is a call to action in your video because people like to know what to do. It creates more engagement when you do that. Travis: Is the call to action normally at the end? Casey: A call to action can be at any point in your video. Travis: Okay. Casey: In fact, oftentimes I will have—I'll try to have persuasive language throughout, saying, " You want to stick around because at this point..." It goes back to that anticipation. Creating anticipation and having a call to action are relatively the same because that's a call to action to say, "Stick around because at two minutes I'm going to do this," right? It's a call to action to stick around. But other call to actions can be, "Click here to subscribe," okay, or, "Hey, before we go any further, can you click this Like button below? By doing so, that will allow us to share the news of what we're going to be talking about or what we're talking about,” right? If you do that, if you have a structure that you create in your videos where you're always doing the same call to actions, your audience learns how to do that. They do it naturally.

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Travis: They become conditioned, yes. Casey: They're conditioned to do it. Thank you. Yes. And that's really the goal—is that you want to… Having a good structure to your videos can do that. Now I'm not saying your video content always has to say the same, but a structure as in first thing they know to do is that they have to like this video, and then the second thing they need to do is they need to make a comment, the third thing they need to know is to click here inside the video to go back to maybe your blog, where you have more of the information or maybe the rest of the conversation continues on the blog, or it'd say, "Hey, if you guys want to get access to—if you want to get updates that we only deliver in e-mail," something like that. If you guys know Marie Forleo—she does that in all of her videos. Travis: Those are all micro-commitments that lead up to a bigger commitment. We even use that in sales, right? Getting people to agree or shake their head or shake their hand or whatever is all microcommitments along the way that lead to the bigger commitment in the end, ultimately, if there is one. Casey: Yes, exactly. Exactly. If you can condition your audience to know to do that every single time, you're going to find that more are committing to that larger commitment, so... Travis: Yes, see, I'm conditioning you to get drowsy right now. Are you getting drowsy? Casey: What? Travis: See? It worked. It worked. Sandra: It does. Casey: Yes. Travis: You'd see this... Casey: I must have dozed off. It was weird. That’s right. Travis: There you go. You'd see that's a pattern interrupt. Sandra: That's a pattern interrupt.

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Casey: It's very cool. Wow, you practiced what I was referring to. That's amazing. Travis: Exactly, exactly. Okay so we've got four. Now what's five? Casey: Okay, so let's say number five… Let's see. Well, okay, how about this—that number five is: have a very clear, concise and creative outlook on your videos. I would say that the most important thing of any video is that it has to have value. Think of how you, in a concise way, can provide that value while at the same time leading people back into your marketing funnel. You don't want to have too many things that take away from the value of the video. If you have too many call to actions that take away from the actual value of the video itself, then you're going to do more of a disservice than good. Remember, your videos shouldn't really be that long. I'd say your videos should be—if you're creating these weekly videos, two to five minutes is a good enough time for a video. It's always better to give little bullets, power punches of value, rather than long, drawn-out value just because of what people expect. However, in this scenario, this is an interview. This is a much different... Travis: Context, yes. Casey: Context, yes. Someone can listen to this while they're driving. They can absorb this content. It's a much different experience than creating a short video that's intended to simply build content leads. Again, think less is more when you're thinking about online video. Travis: Right. Sandra: Hey, can I... Travis: I think of that as number six—is keep the video two to five minutes. Anyway, go ahead, Sandra. Casey: Yes. Sandra: What makes a video go viral, and how can we use that so that our stuff more people watch? Casey: I think there's this misconception about what viral is and what people hope to achieve with it. You’re not necessarily… Your audience might not be a viral audience. In fact, I did this case study at one point with my wife. She might kill me for sharing this but... Travis: I like where this is going.

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Sandra: We won’t tell. Casey: A video should be intended to achieve. You should achieve something with a video, right? Sandra: Right. Casey: What you should do when you create a video is you should have goals that you set, okay, bigger, larger goals, and then smaller goals. I want you to think of a spectrum of goals, from the highest or chief goal to what you'd be accepting of as a minimum goal, yes? Travis: Right. Casey: Once you've placed those, that pattern of goals, that's when you start marketing your video out. For instance, an example would be that my wife, when Ridley Scott was talking about creating the movie "Alien 3" because it was going to be "Alien 3" before it was "Prometheus" that came out--do you guys recall? Travis: Yes. Sandra: Yes. Casey: My wife is a big Ridley Scott fan. She's kind of like a super-hero-action-star type of person. She's very fit, but she loves the concept of—as an actor, she wants to do those super-hero type of really strong, empowered women roles, yes? Sandra: Right. Casey: So we created a video for her. We created a video that was intended to get to Ridley Scott, requesting an audition for "Alien 3," right? Travis: Right. Casey: So we created a video. This video, after about a week, it had about 30,000 views on YouTube. It continued to build and build and build. It was like after 1 month, it was 60,000 views. The idea was that that video we wanted to get either in front of Ridley Scott or someone within Ridley Scott's film company.

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Travis: Circle of influence, right. Casey: Yes. So we created the video and we blasted it out on Facebook and obviously YouTube. After three or four days, we had a friend of ours who connected to the head of production on that movie at Fox, who said he saw the video and he said, "Fortune favors the bold. I'm going to pass that along to Ridley Scott's film company." Sandra: Wow. Casey: We didn't really know what we we're expecting from the video. We didn't know if it was going to get 2 million views, 4 million views, but by the time it hit 30,000 or 40,000 views, we'd already had someone passing it over to Ridley Scott's film company. Travis: Right. Casey: What that means is that viral is a misconception. Why would you wait for something to go viral? How do you know when it is viral? What you want to do is simply just have goals set and determine what you want to achieve from a video itself. The other ways to do it is you have to make sure that you follow a certain, as I call, my packaging system, that each video—it has to go through this methodology of analyzing your video, analyzing your audience first before anything, determining how you want to get, where you want to get placed, if you want to get found in YouTube, if you want to get found in Google. For instance, with that time when we did 14,000 opt-ins, we did trend marketing. Those videos did quite well, but that's because we anticipated a trend in the market that was going to occur. Because we anticipated it, we were able to get Google ranking before the real estate was hot, so to speak. It's like buying land right before developers come in, build a shopping mall, and then the property value skyrockets, right? Travis: Right. Casey: We were doing that for this other company that I did some consulting for, and I would always say that it really is, at that point, it's not so much about how do you get a video to go viral; it's what can you do to get in front of your audience, the biggest audience that you have, with what might be either happening in the market or having that video show up where your audience lives? If your audience is on Facebook, how do you max out that video on Facebook? If they're on Google, how do you do that?

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Instead of looking at viral, you look at micro blasts to be able to find that video, to have that video connect with your audience, if that makes any sense at all. Travis: Yes. Well, to your point, there is a lot of videos that have gone viral that have made no money, and that's an iteration of your point—is if everybody's sharing it, why does it matter if it's not your target group, if you're not monetizing it? So there are several conditions to what you're talking about there. The Gangnam style, now I don't know the full story of that, but this guy has apparently figured out how to monetize it based on what his income was the last year. Now a lot of those viral things or videos are basically lightning just striking for some crazy reason, right? Casey: Sure. Well, there are ways that you can—if you know, if you're embedded enough to know what the mass market likes to see… First off, it has to be utterly engaging. It has to be funny. It has to be something that has not been done before or at least has to be something that rides the fence between something controversial or not—for instance, if you saw Dollar Shave Club video? Travis: Yes. Casey: Their video—it was just really funny, clever, and it was right on the cusp. It was edgy as well, to a degree, and because of that, because of all those unique qualities, people wanted to share it, you know? Travis: Right. Casey: People loved it. They wanted to share it. I would say, if someone wanted to create a viral video or something to go viral, what I would do is I'd have that video created. I would create it personally. Personally, I would create a campaign for them to get more views on YouTube. I would actually do paid traffic on YouTube and promote the video in YouTube and do a huge bit of—put a bunch of money in early to get that, to give it more views and more exposure. If the video is good and it's funny and it's relatable and it's edgy, then that video will have legs. If it's not, then it won't. But the other aspect of viral is that a lot of the other... When you see videos that do really well—for instance, if you guys know the Oral brush… Do you guys know Oral brush? Do you know what… Sandra: No. Travis: No, no.

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Casey: Orabrush is a company that did quite well. They actually promoted themselves on YouTube. Their main video did about 17 million, or maybe it was… Yes, 17 million. Travis: Not too shabby. Casey: No, it's not bad, but they started it off as a promoted video. It's not like it started off—it's not like it was organic. The idea behind it is that you can use paid traffic to push it out there right away, and that's the goal. If you have a budget and you want to try to get a viral video, first off, that video has to be good. Secondly, it has to have legs; meaning, that an audience has to want to share it and it has to have just all of the things that a good quality video has, where it's smart, it doesn't downplay the audience, and it's fun. At that point then, you can do a YouTube campaign where you push out that video and you spend more money in the first week on a video marketing campaign with YouTube than you do for the entire rest of the campaign. The goal is that that video gets found and then has legs. I would do that automatically if I’m trying to get my video out there. I would then also do what's in my video packaging system, which is you take that video and then you'd get it on PR sites and then high page rank sites. You go through the process of making sure the video itself is optimized. You transcribe the video so that that's optimized. Let's see. What else do you do? Yes, you do social bookmarking, things like that. For instance, I have a guy who will take my video and help to create, I guess you'd say, backlinks but not necessarily backlinks, more like just links in general, getting it out to... Travis: Credible sources, yes. Casey: Yes, PR firm, but also high page rank sites, to have social bookmarking. You need to do that. That's the SEO aspect of it, right? Travis: Yes, and all those things add to the compounding of what you're talking about. Casey: Exactly. There's not one thing you can do to get a viral video. You need to do all these things. You do the SEO side of things. You do the paid traffic side of things, and you have to have a kick-butt video, right? And then you share it with your friends. I mean, you really want your friends to share, and then hopefully something will happen with that. Travis: Well, you know, Casey, there's something that you pointed out that I think is worth talking about a little bit more—is I believe there is a misconception with a lot of people that the majority of traffic on popular videos or whatever the media is, is created organic because people love it, and the truth is most successful brands, videos, radio shows, everything, have some money behind them that push

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them out into the stream and make sure that they get propelled in the direction that you want them to, right? Casey: Yes, I mean, if you look at Old Spice—excuse me. Sorry, I drank water. It went down the wrong pipe there. If you look at Old Spice, Old Spice has the funniest, funniest videos, right? Travis: Right. Casey: But the only reason you can actually find those videos is because they have money behind them. You see that there are some people on YouTube that create content and then they get really popular. Well, there is a slow and steady—it’s a gradual progression. If you have a YouTube Channel and it's based in humor, you can get subscribers. I have friends that started off with zero subscribers— they now have 100,000 subscribers, millions and millions of views, but that's because they stayed consistent with their delivery of content through YouTube. They’ve made sure that in all their videos they have call to action, which is, "Hey, subscribe to my page," or something like that, right? Travis: Yes, it's a long, slow road, right? Casey: Yes. It's a slow progression, but slow yet consistent. The other side of it is a lot of people are like, "I want this now. I want to make a video and have it go huge." Well, to do that, you need money. If you want your video to rank through other people's videos, you have to have a really, really, really, really good plan of action, and it has to be completely and utterly unique. The other thing I would do is: if my video was funny, I would try to leverage the power of other influencers. I would go out into YouTube and I’d find the top YouTube partners and see if they wanted to do something with my video. However my video might relate to them is how I'd approach them, right? Travis: Right. Casey: I might fall flat on my face, but I might be able to get in with them and talk to them and have them promote my stuff out. Sometimes they'll do that, and sometimes they won't. YouTube partners, they don't make a lot of money so they will rely, a lot of them will rely on the money that you can provide, advertisers, to promote their stuff out there. In fact... Travis: One of the things... No, go ahead. I'm sorry. Go ahead. Casey: I was just going to say there's an article that came out--the average YouTube partner, the top thousand YouTube partners on YouTube make an average of 23,000 dollars a month, which, if you

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think about it, is not as high as one would hope it to be with that huge of an audience, but that's from YouTube ad revenue. See, they make a lot more. They probably make three to four times as much off advertisement. Travis: Off the backend. Casey: Other, exterior, other advertisement, you know. Travis: Right. Casey: There's an opening. YouTube is not filling that gap, so I think what's been happening is you have agents and other advertisers who say, "Listen, if you're not making enough from YouTube, I can help you out," that type of thing. Travis: Right, right. Let me ask you: relative to the increasing traffic for the businesses that you talked about early on, the majority of the traffic that come to those businesses through their videos, were they coming from YouTube or were they coming from Google, the traffic? Casey: For my businesses? Travis: Yes, for your businesses and then also you'd helped some other businesses... Casey: Got you, got you, yes. It would be both, actually. You have to think about… I would say mostly Google, for some of the particular campaigns. It comes down to: what do people search for? If you're getting to the first page of Google and people are typing in—for instance, here's an example, what we did for this flash mob company is we knew that the TV show "Mobbed" was going to be coming out, which was hosted by Howie Mandel. This was a few years back. We knew it was going to happen, so what we did is we created videos and blog posts to get optimized to get to the first page of the keyword "mobbed," so that we could lock in that real estate. We locked in the real estate, and at that time the results from the top of the page—meaning, how many people were searching or how many other blog posts or whatever had the word “mobbed” in it—it was about 200,000. After the show came out, that 200,000 went to 4 to 5 million, right? Travis: Millions, right? Right. Casey: And we had already been locked in to the first page of Google.

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Travis: Did you maintain that position? Casey: We maintained that position. Travis: Yes. Casey: That's when a flood of traffic started coming in through the site. In fact, what happened with that is that the site got shut down because we had so much traffic coming to it. Later on, I realized, I found out that we had one million hits coming through the website from us doing that cool little thing. Travis: Nice. Sandra: Wow. Casey: And that was Google traffic. That was organic Google traffic because that's where people were searching. Anytime they typed in "mobbed," which was about flash mobs, Flash Mob America showed up right at the very top, and that's what—so people would click on it, and that's where all that traffic came from. However, if someone wants to watch a flash mob, where are they going to go? Sandra: YouTube. Casey: They're going to go to YouTube, so there is traffic to be had there. So it really just depends on what someone's actions are, if they want to watch something or if they are looking, searching for something, right? Travis: Were they able to monetize that? Casey: Absolutely, yes. Travis: Yes, okay. Casey: It's interesting because "mobbed" or "flash mobbed" had 500,000 search results locally. It was one of the craziest keywords. It was right when flash mobs were getting big. I really don't know where flash mobs are at, at this point, but they monetized it not from the standpoint of everybody who comes in has to pay to be a flash mobber. They monetized it from the marketing side of things, which is advertisers…

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Travis: Banners or whatever. Casey: …who need an organized flash mob to promote something, like Estee Lauder or Dell or whatever. These companies would use Flash Mob America to organize big flash mobs for shoots. Travis: All right, right. Casey: So they monetized in that regard. Travis: Cool stuff. Hey, Casey, we're running short on time. We could segue into some of the webinar stuff. I wanted to get in that direction. We may have to do another episode with you later, further down the line. Do you have your seatbelt on? Casey: My seatbelt is fastened, and I just tightened it. Travis: Okay, great. Sandra wants to sing you something. Go ahead, Sandra. Sandra: I do not. I do have a dream of being an actor, though. I had that when I was a kid. It's just fun listening to you because it's like, "Yes, I had that once, and I can do anything, right?" Casey: Exactly. Sandra: As long as I'm still on this planet, go for the dreams. Casey: That's exactly right. I mean, what I love is that I was able to come back into some of the things that I personally am passionate about. I can still be an actor. I can still do the things that I love, you know, produce, whatever I want to do. I think being able to be an entrepreneur that doesn't have to focus or worry so much about money is that you can then... Travis: Do what you want. Do what you really want, yes. Casey: You can do what you want. Sandra: Right. Casey: Your life gets simplified in the way of, "Well, why don't I just continue to do what I love to do?"

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Sandra: Yes. Casey: That's really the overall reason why I even went down this path, you know, so that I could do what I love to do. Travis: Right. Sandra: We love it. Travis: Quick off-topic question: why did actresses quit calling themselves actress and just call themselves an actor now? There used to be a feminine-masculine type thing, and now everybody calls themselves an actor? Do you know the nature of that? Casey: I don't know, but it's true. Travis: You don’t? Yes. Casey: Yes. I don't know when that happened, but it's true. There's not really an actress or an actor. It's all like, "She's an actor," yes. Travis: Yes, I noticed that about three or four years ago, that the vernacular changed, and that's just something I thought, "Hmm..." Sandra: It happened with waiter and waitress. Casey: Yes, it's server. Sandra: It's just server. Flight attendant, stewardesses. It's politically correct, I suppose. Casey:

It’s PC.

Sandra: Yes, we'll do it. Travis: All right, so tighten that seatbelt down. Sandra, are you ready? Sandra: I'm ready.

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Travis: All right. So, Casey, what book or program made an impact on you, related to business, that you'd recommend and why? Casey: Well, I'd say that I love the story—it's not so much a business book but "The Alchemist" is quite a good story. It's obviously... Sandra: Yes, it's good. Casey: It's the combination of we all have a path that we can take. We have a path that we shouldn't necessarily focus so much on where we're going but the journey to get there type of thing. I think that's a great thing because if we're always saying, "I need to get this. I need to get this. I need to get this, well, we never achieve it. That's one of those things that I've personally taken out of that book. The other one—I think it's "Persuasion" book. Do you guys know that one? I think it's called "Persuasion." Travis: I think... Casey: Oh, sorry, sorry, sorry. It's "Influence," actually. Sorry. Travis: Robert Cialdini. Casey: Yes, yes, yes. Everybody talks about that one, but it is so true that that book has a lot of important things that are good for if you do any selling or if you have a community. I've had a lot of friends of mine take that apart and do webinars all about it. It is a good book to look at the techniques in the six categories based on psychological principle that direct human behavior. It's like reciprocity, consistency, social proof, liking, authority and scarcity, all those things. The funny thing is that all those things represent what you should be doing or can do in a webinar, right? Travis: Yes, and he's brilliant. Now your first book, is that Paolo Coelho? Casey: Yes. Travis: Yes. Yes, okay. That's what I thought. Yes, I'm a fan of both of those books. What is one of your favorite tools or pieces of technology that you've recently discovered, if any, that you would recommend out to business owners and why? Casey: Anybody who has like a team, whether that's a team of designers, developers, assistants, whoever, you need to organize them. You guys probably know what this is, but there is Teamwork.

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Maybe you don't know this particular one. A lot of people use other ones, but I use this project management software called Teamwork. It's an easy-to-use online teamwork and project management software application that helps manage staff and even clients working together. For instance, we, for our webinar platform, if we do development work... For instance, we're doing some development and integration with WishList, so we'll have the WishList developers create—they can create a log-in on Teamwork, and they get access to that specific bit of development that we're doing with them. You can actually bring clients into that as well, just different development portals. It's called Teamwork Project Manager. Travis: Very cool. What famous quote would best summarize your belief or your attitude in business? Casey: Well, I always liked this one from Gandhi, actually, Mahatma Gandhi, that "Every worthwhile accomplishment, big or little, has its stages of drudgery and triumph, a beginning, a struggle and a victory." The reason I like that is because people always think that it's smooth-sailing when you're jumping into something new or creating a business for yourself, and it's in fact not. The secret is to stay consistent, stay strong, stay diligent, and to know that you're going to go through those moments of struggle, those moments of drudgery, but then you'll go through moments of triumphs as well. It's really just a question of how you process those different moments in your life that are important. Travis: Yes, yes. I agree with you. Casey: Yes. Travis: Hey, how do people connect with you? Casey: Well, they can connect with me in a couple of different ways. You can connect with me on Facebook, https://www.facebook.com/caseyzemanonline. You can also find me at caseyzemanonline.com, and you can subscribe to my blog, get updates on some of the newest videos that I make, or you could even take a look at my seven-day video marketing boot camp and you can get free access there at caseyzemanonline.com. If you need to learn anything about our webinar platform or some of my new training that I have opened up, that's where it lives, so to speak. Sandra: You got lots of good stuff there, too. I just was glancing before we got on this and was like, "I want to read some of these blog posts." It looks like you are a wealth of good information, so thank you.

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Casey: Of course, thank you. Travis: Yes, Casey. I really want to thank you for coming and hanging out with us and sharing your story. You've been a wonderful guest. Casey: Well, thank you, Travis. It was my pleasure and honor to be on this show. Again, I know we could probably talk for hours and hours. I just appreciate that what you are sharing is a wealth of knowledge that people that are either entrepreneurs or future entrepreneurs can really learn and absorb from. I just applaud you guys for the content that you put out there, quality guests that you bring in every single day. Travis: Yes. Thank you a bunch. Sandra, you want to say anything? Sandra: Few words, just a little bit, just what you'd just said, to be in an environment, in this show in particular--yes, Travis and I love to give and share, but we also like to learn. I find when we can learn that one new little thing and take action that I can feel some passion and some excitement, so I'm sure probably Travis and myself and listeners also ready to, well, just dabble a little bit more into video or a little bit further than we've been, so thank you for that. I love, love, love that fun is a common denominator on so many videos. I thought, "Well, why not," because I am fun. Casey: Yes. A business video doesn't have to not be fun. In fact, you do yourself a disservice if you aren't enjoying yourself in a video that's intended for business. There's a fine line. Ride that line. Enjoy the video creation that you do. If you're not enjoying it, then the people on the other end that are watching it know that you're not enjoying it. Travis: Right. Sandra: Thanks. Travis: Good deal. Can you hang out for a couple more minutes, Casey? Casey: Sure. Travis: Excellent. So, listen, I want to remind everyone that you can go or you can find all the links to the books, if I can talk, and resources mentioned in the show in the show notes. We have a show notes section. All you have to do is go to diyob.com. That stands for what, Sandra?

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Sandra: Diamonds in Your Own Backyard. Travis: That's something that, actually, a brand that we're doing away with. It's based on the story of acres and acres of diamonds, which is a great story of finding your true purpose in life after—a lot of times, your true purpose is right under your feet, to sum it up in a very quick way. It's a shortcut for you to find all the links, the resources. You can connect with Casey there, take you straight to his website. Rather than you having to try to go back and jot those things down, so just go to diyob.com. Also, while you're there, enter your name and we'll send you the “2013 Business Owner’s Guide to a Profitable Million-Dollar Business.” It's a candid behind-the-scenes look at what you need to know to grow your business to incredible levels of success. Now you don't necessarily need to want to grow it to million dollars, but it is several key items that I found critical in making my business very profitable. What I tell you in this guide is critical to those levels of success, regardless of the level of sales volume you want to reach. No one's really talking about many of these issues because I feel like it's not in their best interest financially or maybe they just don't know. In the guide, we'll cover these six misconceptions that are costing most businesses a fortune in this economy, the five skills that will determine the success of your business over the next 18 months and lots more information for taking your business to that next level. Before we close the show, I want to remind you that that little voice that is constantly nagging at you, trying to make you question yourself and your mission and trying to talk you out of your dreams, we all have it. Ignore it and keep going. No matter where you are as an entrepreneur or what size your business is, you're an inspiration to those around you that are in your circle of influence to go after their dreams, too. We want to encourage you to keep it up. Our inspirational quote for today comes from Peter Schultz. The quote reads, "Hire character. Train skill." One of Sandra's favorites. Sandra? Sandra: I'm just sitting here with a big smile on my face, grateful for Casey, grateful for you, Travis, grateful for everyone in this community, just to be stronger, have our businesses prosper and then as a result we get to do and enjoy what we want to in life, so thank you to everyone. Travis: Yes. Surround yourself with great people like Casey. In the next episode, we're going to connect you with the brilliant Pamela Slim. She's an award-winning author, speaker and business

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coach who helps people navigate the new world. As always, there'll be lots of great stuff for growing your business. This is Travis Lane Jenkins signing off for now. Sandra? Sandra: And this is Sandra signing off for now. Travis: Sing something for us, Sandra. Sandra: Go do something fun with video today. Travis: Sing us out. Take us out on a song, Sandra. Sandra: No, thank you. Casey: She just did. Sandra: I did. I was actually more courageous than I've been in the world of singing, so thank you for recognizing that, Casey. Travis: Yes, 10 seconds. Casey: We're going to do a duet soon. We'll do a duet. Sandra: Okay. Okay, okay. Travis: There you go. There you go. Ten seconds of "Mr. Bojangles." Sandra: [singing] Mr. Bojangles... Casey: Come on, Sandra. Let's do it.

End of Interview

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Travis: Good job. All right, well, I'll have her work on vocal lessons and get her ready for the next part. Sandra: Yes, yes. Thank you. Travis: All right, guys, to your incredible success. Take care. Casey: Bye-bye.

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How We Can Help You We know that finding someone that you can trust online today is hard and that so many “so called gurus” are self-‐appointed and have never really even done what they teach you to do. That’s exactly why we created the Double Your Profits Business Accelerator. This is an exclusive offer for our fans at a fraction of its normal cost. Here's what to expect. We'll Schedule a 'One on One' private session, where we'll take the time to dive deep into your business and tell you what is missing, so that you can have your best year ever! We'll do this by performing a S.W.O.T. Analysis. This tells us your Strengths, Weaknesses, Opportunities and Threats within your business. This will be an eye opener for YOU, for several reasons, however some of the most common reasons are. As the 'Business Owner' it’s difficult to see the big picture of your own business because you’re in the middle of a daily management. And you are too emotionally involved to completely impartial. This is a common problem for EVERY business owner. It doesn’t matter if you are a one-man army, or an army of 150, the problem is still the same.

Travis Lane Jenkins Business Mentor-Turn Around Specialist Radio Host of The Entrepreneurs Radio Show “Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your Business"

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