Script and Build a Fan Base off of YouTube
Next step is scripting and building a fan base off of YouTube. So we're gonna dive into the steps of building a really good script, and this is gonna be the really exciting part, 'cause we actually get to bring video to life. Are we excited? Yay, okay. So, the first thing I want to teach you is my H.O.T. script formula. Is anyone familiar with this? Raise your hand if you are. Jared, you know it well (laughing). It's pretty simple and it makes scriptwriting easy, so Sue, I know you were saying I don't know how to make it concise. This will help you. So the H.O.T. script formula starts with a hook, so it gets people interested right off the bat. Biggest mistake you can make on YouTube, starting your videos with why someone needs to watch it Because here's an example. My audience, you all wanna know how to get more views on YouTube. I make a video on that topic. In the first minute of that video, I'm talking about myself, I'm talking about why you need to watch the video, telling you, yo...
u need more views, because it'll build your business, and it'll build your fan base, and I go on and on and on, people will click off in two seconds. Why? Because they already know why they need to know this information. They just need the information, so you need to get into it as quickly as possible. So hook them, first and foremost, provide them a clear outcome, what are they going to get out of the video, if they watch to the end. Why this is important: it increases the retention on your videos, which means people are watching all the way through, it also increases the watch time on your channel, which again, is a really good sign to YouTube to rank you in the algorithm. Testimonial. Everyone here credibility of what you do. You can write any testimonial around what it is that you're talking about. If it's you, Riva, and you tell the client get a six pack in six months, which I know you can do, (laughing) you want to use that as your testimonial. And sequential steps. So even if you're doing a blog, and you guys actually watched me, off camera, and I know people at home, sorry, but off camera you watched me to create a hook for my video that's coming up shortly. I'm showing them the intro and intriguing them enough to watch the whole thing. So that's not a tutorial video, but I'm still hooking them in the beginning, and I'm telling them there's a clear outcome at the end. So hooking people is really important, telling the outcome, giving them a testimonial of some kind or some kind of credibility, and then there's sequential steps. Then this is really important. What I did, when I first started my channel which was a big boo-boo, was that I would make these videos, get millions of views, and kind of say, "okay bye" at the end. So people would find my video, think, that's a nice video, she seems sweet, okay, but I'm gonna forget about her now. Big no-no. So, what you wanna do is make sure that people don't forget about you. They find your video, and then they interact with you, and they develop a relationship with you off of YouTube. The two times call to action looks like this. First, conversion call to action. This means building a fan base. So you need to send your audience on YouTube, you need to send people to discover you on YouTube, somewhere else. Send them to your website so you can pixel them. Send them to your email to sign up. Send them to a checklist, or a cheat sheet, or a freebie so they can get on your email list. Send them to a Facebook group. Send them to Instagram. Send them anywhere (laughing), really, that's the point. So that you can build a fan base not just on YouTube. You don't own YouTube, right? The next thing is an engagement call to action. So first, you want to say, go to x and learn more about me or build a relationship with me there, and the next step to that is, you need to get engagement on your YouTube videos in order for them to rank. So you want to say, like this video if you enjoyed it, and if you didn't, I'd love the feedback. Give me a dislike. People are scared of dislikes, but actually it's good for engagement, because if people don't like the video, but they still give you a dislike, that's more engagement. So use it to your advantage. Hug your haters, everyone. So (laughing) as Jay Baer would say. So to increase your ranking for engagement, so you wanna say, if you like this video, give it a like. Subscribe, and be sure to share it, for me I'd say with your fellow Bosses, because that's the community that I'm talking to and that gives you further engagement of people actually sharing it out and using that word of mouth that Linda was talking about that helped grow up her channel so fast. So like, comment, share, subscribe, those are your four things you wanna hit and touch on. What this does, this H.O.T. script formula, does for your videos is something like this, anything between 30% to 50% as a retention rate on your videos is really good. I know it doesn't seem like it, but if someone's been in here and watched a lot of your video, at least half of your video, it means they're engaged. They might just be distr... How often are you watching a video, and then you're like, ooh, shiny thing. So (laughing) it doesn't mean that they didn't like it, or didn't get value from it, it means that they were in it with you, they just happened to have to do something else. So you kind of want your graph to look like this. Instant dip, maybe they got distracted, maybe they didn't like my face, that's okay. So (laughing), they dipped off, stayed tuned, dipped off again at the end. Why did they dip off again at the end? 'Cause I'm giving them a conversion call to action. I'm saying thanks so much for watching this, if you need more information, download this, get on the email list, go to my Facebook group. So I'm sending them where I want them to go. This is H.O.T., this is good, okay? This is bad. This is also one of my videos (laughing). This is one of my first videos I ever made. I told you I did not know what I was doing. And, very bad. Makes me sad, to look at this graph. 16% viewer engagement is a good look for anybody, it's not benefiting anybody, and it just makes everybody feel bad about themselves (laughing). So, we just wanna make sure that you're not flatlining at any point in your retention graph. Okay, and we're gonna go over analytics and data later, and I'll make it simple and fun, I promise. This is what you want to pay attention to, though. Solid retention throughout, no big dip. So, the hook of this video, we're actually gonna build this video, and Laura, as I said, is my guinea pig, and we're actually gonna film the video and show you what it looks like when it's all done. So, "In this video, I'll show you the best camera settings for headshots." Right off the bat, I'm affirming that if someone searched camera settings for headshots, they've come to the right place. They don't need to go anywhere else. They need to watch this whole video, okay? In this video I'll show you the best camera settings for headshots, that's the hook. The outcome is "By the end of this video, you'll know exactly how to shoot headshots like a seasoned photographer." Perfect. Testimonial, "Because I am one! I've been a photographer for over 10 years, and I've taught hundreds of photographers like you how to shoot beautiful headshots, like this one!" Sequential steps, and again, no offense to photographers in here, don't know what I'm talking about. I made these up. One, diffuse the light. Two, is it iso or I-S-O settings? (laughing) Iso settings. Three shutter speed, four aperture, and five lighting, again. Plus I add a bonus tip. And one thing you can do at the beginning of your video, when you talk about the hook, or you talk about the outcome, is you can say, you want to stay tuned at the end, because I actually have a secret Ninja bonus tip for you that you haven't heard anywhere else. And that's gonna make people want to stay to the end and increase your retention even further. Okay, the conversion call to action on this video, "If you liked this video, make sure you join my private Facebook group where I support photographers just like you become better at your craft." So I'm taking these people who discover me through search on YouTube, or my current audience, and I'm sending them to a Facebook group, which I can use to further build relationships, add more value, and make me, or you, the number one choice when they do want to invest in a photography-related program. It definitely wouldn't be me (laughing), but all of you who are photographers, this is totally doable for you. The engagement call to action is then, "Hit the Like button if you enjoyed this, comment below and let me know which camera you use for headshots, and be sure to subscribe for new videos every week!" Asking a very specific question is a great way to boost your comments. A lot of people will say, nobody's commenting on my videos! And I'll say, are you asking any questions? Usually you aren't. So one hack that I have to increase your comments is I will actually say throughout my videos, I'll say, similar to what I'm doing here, if this is making sense to you, write Boss below, or if this is making sense to you, write Yes below. All of a sudden I have thousands of comments. They're not long, but it starts conversation and one of the biggest things on YouTube that you have to understand is that again, not everyone's on it every day, so you have to kinda tell people what to do. And if someone gets over the hump of leaving a comment, 'cause they can be intimidating, especially if you're not familiar with the platform, if someone gets over the hump of leaving that first comment and it's just simple, like a yes or a boss, they're going to create more conversation with you. They're gonna comment with more insightful comments moving forward. And that's going to build your engagement, it's going to build your channel authority, and it's going to boost your rankings, which is what we want.