Andrew: This is a course about online video. The course is led by Jeffrey Harmon, Chief Marketing Officer at Orabrush Inc. I'll be leading it along with Jeff. My name is Andrew Warner. I'm the founder of Mixergy.com where proven business people teach you what they're great at. Jeff, let's take a look at what you guys have done at Orabrush with video, can you show us? Jeffrey: Yeah. To explain what we've done, I think I need to give a little back story. Two years ago I was in my last day, of my last class at business school at Brigham Young University in Utah. I'm in this marketing research class, and I was enduring through the final presentations. One group in the class got up and presented on a tongue cleaner. It's the size of a toothbrush and they got up and presented and I was intrigued by it because I like tongue scrapers already. Whenever you use a tongue scraper, you pull lots of gunk off your tongue. So I thought it was a very interesting product. They're talking about it and they said, "Well, we don't recommend that you sell this product online because" they said something like 92% of people would not buy this kind of product on the Internet from their research. They said you need to partner with an Oral B or Colgate or another brand and ride piggyback off that brand. I confronted them and said, "That doesn't make sense to me because 8% is millions of people and you're going to have an easier time selling to the niche people that want to buy online than your ever going to have trying to get a partnership with Oral B or Colgate. Afterwards, the inventor of the Orabrush, that's what it's called, Orabrush Tongue Cleaner. Andrew: By the way, that's kind of what we're seeing on your screen right now, it's not the exact version that you were presented with when you were in school, but essentially it's that piece that we see on your screen. Jeffrey: That's right. So you see the head on the screen right now. You can see it over here, but the inventor came up to me and he started asking me questions. We talked a bit, we decided, I said, 'I could sell your product." The inventor is a 75 year old man, VP of a $200 million company and he had been working on this project in retirement for eight years. He tried an infomercial and spent like $50,000 on an infomercial and it failed. He had . . . Andrew: How much money on an infomercial? Jeffrey: Like $50,000 on an infomercial. Andrew: $50,000 and it still failed and that didn't work, OK. Jeffrey: Yeah. It sold like less than 100 orders. Andrew: Get out. OK. Jeffrey: Yeah. Then he tried doing Google AdWords, he tried selling it to stores. He tried to contact Oral B, and he just couldn't get it to go anywhere. So, coming to this business class was kind of his last step. So, I went over to his house and I started working on it in the evenings and we set up a deal where if I sold the product then I earned money. One day he came up to me and he said, "How much do I owe you for what we've done?" I said, "Well, I haven't earned, I've just spent your money so you don't owe me anything." He took me out behind his house and he said, "I've got this old motorcycle," it actually wasn't that old, but he said, "I'll trade you, if you'll work at nights on Orabrush and promise me at least eight months of part-time work after your full-time job, then I'll give you this motorcycle." I was like, OK, let's do it. So, we worked on it and I was trying to get the conversion rate on the website up high enough that we could use Google AdWords and justify them and get an ROI. I was trying all different kinds of things. I was trying different languages. Learned a lot of stuff, but I could never get it high until I found a video on YouTube called, How To Tell If You Have Bad Breath. I e-mailed the people who owned the video and asked them, "Can I put this on our website to try to increase conversion rates?" They said, "Sure." I put it on and conversion rates went up by three times. I thought well, what if we created our own video on how to tell if you have bad breath and stuck that on our homepage. So, we created this video and I'm going to go ahead and play it for you, will everybody be able to hear it? Andrew: Yeah. Jeffrey: OK. I'll go ahead and play it, and you'll see what we came up with. Sorry, full screen, is that OK to go? I'm assuming it's OK. Andrew: Pause it once it starts playing, so we give it a little bit of a chance to buffer. Jeffrey: Go ahead? Andrew: I was going to say as someone who has created landing pages to see a 3% increase can be big, to see a 300% increase, triple results, that's huge. I can't imagine how you must have felt that day. That alone is enough to get me to pay attention for the whole session here, and I know the same thing goes for others who are creating landing pages. It's tough. It's a battle of inches with landing pages. You rarely find that one magical thing that turns things around so much. Jeffrey: Yeah and what's amazing is if you go into our shopping cart, our shopping cart isn't super good and right now we're looking at ways to redo the shopping cart, but it's amazing. What's our conversion rate [??]? Andrew: Well, depends on the source, but between 5-10%. Jeffrey: We have a 5-10% conversion rate right now on our site and that's pretty good considering we're driving in just random people. Andrew: So, this is the video that tripled your results. Let's take a look. Jeffrey: OK. Well, this isn't the video. This is the one we made after the video. Andrew: Gotcha. OK. You guys saw the generic. I'll let you go. Jeffrey: OK. Video: Halitophobia, the irrational fear of bad breath. I'm a halitophobic. I'm not so much afraid of me having bad breath, I'm afraid of other people having bad breath as in, buddy you're breath smells like crap. Maybe, you should develop a case of halitophobia. Now I know what you're asking, how do we know we have bad breath? Use this. Use a spoon. Now I know what you're thinking, a spoon? You eat with a spoon, you play spoons, you spoon your girlfriend. You take the spoon [muffled voice], you take the spoon and you stick at the back of your tongue and gently scrape. Let it dry and take a whiff. If it stinks, your breath stinks and if your breath stinks, this is the only kind of spooning you're going to be getting. The smart viewer out there will know to check your bad breath. You notice that we checked our tongue. Ninety percent of bad breath comes from bacteria and residue on the tongue. On your tongue. Now your mom doesn't sound so stupid for telling you to brush your tongue, now does she? Tongues are like sponges, soaking up all that bacteria. Toothbrushes are meant to clean the smooth surfaces of your teeth, not your tongue. And the tongue scraper? You remember the sponge, right? The tongue scraper just goes over the top of your tongue, this ain't going to work. And mouthwash? This is like trying to clean your carpet with a hose, you're just watering down the problem. And then, there's the option that actually works. This, the Orabrush. The soft bristles feel great on your tongue. You just go back and forth a few times, then go all the way back, pull it forward and see what comes off. The cure to bad breath. You can use this longer than your toothbrush. Use this in the morning, it will eliminate morning breath. Fresh breath all day and then use it at night before bed. You know what I'm talking about. So do you and me and the rest of mankind a favor, get one of these. And your Uncle Steve, the one who looks like he's got a thick coat of fur on his tongue? Get him one, too. Put it in his Christmas stocking. He'll thank you for it later. His wife will. The kids will. Everybody will be happier, trust me. Get your first Orabrush free at orabrush.com/free. [Dramatic music] Jeffrey: OK. So we took that ad and stuck it on our page. We built it initially just to bring up conversions on our landing page and then YouTube announced promoted videos, which is a program that is very much like AdWords for Google Search, but it's for YouTube Search and YouTube is the second largest search engine in the world and we decided to try it out on that. Anyway, I'll jump to that in a second. If you think about the last one with Miguel, was it Miguel? Andrew: Miguel did a course here on Mixergy teaching how to create videos. Jeffrey: How to create persuasion videos. Andrew: Right. Right. Jeffrey: So you go to orabrush.com/free and it would show up and then you'd see this little drop down. So Miguel talked about addressing the problem, showing the solution, showing how it works and showing a call to action. So you can see, there's call to actions all over the place. You can see how it works right here, the ultra-soft bristles and then it explains. You have the problem and the solution. I just thought it was interesting how many of the things that he talked about are directly in line with what we've done here. And then he talks about creating an impulse buy and the way he does that is he talks about greed, urgency, fear of loss, the Joneses effect. 'So I just wanted to get a free Orabrush,' that kind of fits into the greed thing. And, 'limited time offer,' urgency. And then you've got the fear of loss, I think it's more the fear of bad breath. But you've got down here, 'learn why everyone is talking about Orabrush.' And a whole bunch of people, after we started our campaign, started posting these video reviews on our channel, on YouTube. On YouTube, on their own channels, they were talking about the Orabrush that they had just got. Because they bought it, and they weren't sure if it was going to work. And then when it worked, they were really excited and they pulled out their laptops and recorded things like this video. Here, I'll show you a real quick one. Video: Hi guys, today I'm going to be doing a review on the Orabrush. Now, what this is, is a tongue cleaner. Let me get you a little bit of back information. All the bacteria and all that white crap that's stuck, that's what causes bad breath, and it sticks on there. Now, with the toothbrush, you can't get it off, because when you're scraping it around with a toothbrush, it's just kind of moving it around. It doesn't really get in between the taste buds and get it all out. What this does, it has little bristles on it, and they're soft. And what you do is you wet your mouth, and you go like this, back and forth on your tongue, and it has a little scraper on the end, and you scrape it all out. This works amazing, it gets all that nasty stuff off your tongue. Your tongue feels so clean, so fresh, and it's just a really, really great product. Andrew: I see. So what you're saying is that you're using the Joneses effect, as he talked about, where you show what other people have done with the product and how other people like it. You're using the fear of loss. You're using greed, which is to buy now. So, even on your landing page you're using a lot of the tactics that he talked about using to persuade within videos. Jeffrey: That's right Andrew: OK. Jeffrey: So we're reinforcing everything we did in the video. We covered problem, solution, how it works, and call to action really well. Around the video, we surrounded it with the Joneses effect and the greed and the sense of urgency and all those. Andrew: OK. So, let me ask you this . . . Jeffrey: And then we got . . . go ahead. Andrew: So, bottom line, how did all of this impact your sales? To create your own video, to buy ads on Google, to do all the things that you and I are going to be teaching our audience here today. How did it impact business? Jeffrey: So, once we had tweaked and tweaked and tweaked until . . . because when we created the video, it wasn't right the first time. So we re-uploaded and did other ones and tested and tested. And then, once we got it right . . . the conversions were where I started spending 30 dollars a day on promoted videos on YouTube. And at the beginning I was only getting back 15 dollars a day. And then I eventually got it up to where we were making back 35 dollars a day. And at that point, once we would break even, it was like, OK, let's crank this up and see how many we can sell. And we cranked it up, and we sold out of 10,000 units in six weeks, and then we were out for a few weeks. And then we sold out of those, and then we were out for a couple days. And then we started catching up with our China shipments, because they're made in China, and, you know, now we've sold almost a million of these. Andrew: Wow. Jeffrey: So, anyway, it had a huge impact, and stores started calling us. I mean, Bob had tried to get us in. But we got calls from Boots in the UK, which is the biggest pharmacy in the UK. Walmart in Utah called us. Hoyt's and London Drugs in Canada called us. Now we're getting into all the stores. Which, really, for a one SKU company with a single product that's under five dollars, and a space that's very crowded, that's very hard to do. So. Andrew: Wow. Jeffrey: It's been good for us. Andrew: Wow. All right. And you've been good for Orabrush. You're the guy who--from everything that I've been reading--you're the guy who came up with this idea and just kept iterating, as you said here in this session. All right. Well, I want to learn as much from you as I can about how to do this, so that I can do it too, and my audience can do it. As much as possible, I want to learn. What's the first thing that we need to learn? Jeffrey: So, the first thing is to create a conversion video like the one you just saw. Andrew: OK. Jeffrey: And then, after you've created the conversion video . . . and I watched Miguel's comments, I think they're really good, and those principles apply even when you're not doing cartoons, they apply across the board. But the next step after you've created your video . . . I mean, you can just create it for a landing page like what he talked about and that's great. We saw a three times increase in conversions. And from what I hear from my connections at Google, they're seeing those types of conversion rates for good videos that are well-tested and have been well-thought-out and follow all the principles, across the board. Video just has a huge impact on landing pages. But then, the next step is to optimize it for advertising on YouTube. And so, I'm going to run over to right here. So, here's the video. 14.8 million views on that video. And you come in, and you can click right up here, you see the 'promote' button? Oh, it won't let me open it in a new window. But, you click on 'promote.' And this is when you're signed into your account, it'll give you this promotion option. And then you come in and you pick a video. So let's say you want to do 'Payroll.' That's the video I want to promote. Andrew: OK. I'm going there. Jeffrey: And you come in, and you go, 'next,' and then you just [??] . . . Andrew: Let's give it just a moment to come up on my screen. OK, now I see a list of all your videos on YouTube. Once you click 'promote,' you get to see this, all of them with a little box next to them, next to each one, and you're going to select the one that you want to promote. All right. And I see, 'Diary of a Dirty Tongue,' 'Casting Call.' You're scrolling down past 'Apple,' 'Cronies,' and somewhere on the bottom is the one you were talking about. OK. All right, now I see you typing in the copy. OK. So, basically, this is where you write the ad. Jeffrey: Yep. Andrew: OK. Jeffrey: And you want to make sure to . . . I mean, this is just like Google AdWords, where people search on YouTube. And, like I said, YouTube is the second-largest search engine in the world next to Google, and Google owns both of them. You put in your copy, and then one thing you want to click is 'play this video on my channel page.' So there's 'view pages,' which is where you see most YouTube videos. It's just the white background on YouTube. And then there's channel pages which have all the branding on them. And so you don't want them to go to the view page, you want them to go to the channel page. Andrew: OK. Jeffrey: And then you click. You pick a thumbnail that you want. They don't give you a lot of options. This is something they could do a little better. I think they're working on it right now. And then, go to 'next,' and then . . . oh. 'Policy violations.' Let's see. Andrew: I wonder what text . . . oh, could it be 'watch my video' is the text? Jeffrey: Oh, probably. Let's see. Let's just do 'copy' for that, and then see what happens. Nope. For some reason it's saying I have a policy violation. Andrew: Maybe it's 'copy, copy, copy' that's the problem. Is there another word? How about we just create like a fake text? Jeffrey: [?] Andrew: That's real? So, 'how to tell bad breath.' I like that, OK? Jeffrey: [?] Andrew: And what you're saying, by the way, before we continue. The first step is to create a video that converts while on our own websites. We're not trying to entertain, we're not trying to create the next viral video. We're trying to create a video that increases conversions on our site. That's what you told me before we started this session, and it blew me away, so I thought maybe we'd address that. Why do we first create a video that increases our own conversions, and not try to play up to YouTube's audience? Jeffrey: So, when you're on YouTube, really, everybody's going after the golden bullet. They think if they can create a 'Charlie Bit my Finger' but with their brand hooked to it, that they're going to get rich somehow. And, 'Charlie Bit my Finger' is one in billions of videos or millions of videos, and getting a good viral hit online is really one in a thousand videos. You're going to spend your entire budget chasing after the pot of gold at the end of the rainbow, and you'll never get it. If you create conversion videos that are focused on YouTube, like for example, when we were shooting this video, we were in a pool hall. That original video we shot, 'Bad Breath Test,' we were in a pool hall that had a white screen. Dr. Bob, the 75-year-old guy, is holding the microphone, I was directing. I had an old roommate shooting it, and then we shot it and we were watching a YouTube video. The YouTube video was on an iPhone trying to figure out the style of YouTube. And one thing I learned [?] is, you really should be shaving for iPhone size. But the point is, you still want to shoot for your YouTube audience, it's just, the YouTube audience doesn't mean you're shooting Charlie Bit My Finger, does that make sense? Andrew: Yeah, you're saying keep the audience in mind. You're not trying to create something that's meant for television or for any other medium. You want to keep the audience and the format in mind, but you're not trying to create a viral video. Your goal is still to increase sales, it's just to do it in kind of an entertaining way so that it makes sense here. Jeffrey: That's right. And once in a while you'll get a hit. Like we have a video that's been a big hit lately. So you'll still have runaway hits, but your foundation is creating a conversion video that has metrics and a destiny you can control and it doesn't matter if it's viral or not you still have control over the future of that video. Andrew: OK. All right. I like that because if we don't have sales we don't have a business and I also like that because it feels like it's more within our control instead of trying to create a video that may or may not be a huge hit. Jeffrey: That's right. Andrew: All right. So you showed us how to create the copy here. You're telling us to send people to our own video channel. You're hitting the next button and we'll see what happens after that. Hopefully that one goes, there we go, that one went through. Jeffrey: Great. So now you have enter keywords, so we can say bad breath, you want to enter a bunch of keywords and so descriptive words and phrases. You can do demographics. You can grab video URLs. Andrew: And what we're doing here is we're customizing the audience that will see it. People who are searching for bad breath now will see the ad that we're creating. Jeffrey: That's right. Andrew: And what I do here is the same thing I would do when I'm buying ads on Google Proper. Just pick out the keywords that fit. Jeffrey: Yeah, it's like AdWords. You come in, put in a bid per view and then you confirm it. I'm not going to run a promotion, but that's basically it. Andrew: OK. So let me ask you a few questions about what's going on here. The first thing is when I'm buying the ad I am getting it to come over to my page on the YouTube channel right? I'm not getting it to come to my website obviously, it's going to my channel as you said? Jeffrey: Right. Andrew: Actually that's the one big question then. How do I end up with that getting a customer to my site? What's the next step? Jeffrey: OK. So then you come in, you come back to your video and you've got all these options at the top. You have notations that are very important because that's how you put the little boxes over the top of the video where people can click, so that is some way to do calls to action and if you're a sponsored channel, which we'll talk about in just a second and you can actually link out of the site. But you come into edit video and as soon as you're done promoting videos, it doesn't matter if you're spending $0.50 or %50,000 this call to action overlay shows up for anybody who is promoting their video and it allows you to put an ad that pops up, so now you go back to the video page so you can see. Do you see that ad pop up? Andrew: Yeah. Jeffrey: It allows you to do that. It's a call to action overlay, so as soon as you've promoted your videos you have this call to action overlay. Then you come down in here, a second thing you want to look at is come down [??] thing. I've got this one on public, but you have 3 options. Private, only people you choose can view, unlisted anybody who has a link can view it, so you want to use the unlisted feature until you know you've nailed down your conversion rates. That means it doesn't show up in YouTube search engine and it doesn't show up on your channel. It can show up on your website if you embed it, and it can show up anywhere you put it, but it won't show up on YouTube. Nobody can actually go and search you out on YouTube. Andrew: And I would do that before I have a hit video, hit meaning one that converts and before I buy promoted videos on YouTube I keep it unlisted, it's just meant for my site. Once I've got that then I come back here, I buy the ad, but I also make the video public. Jeffrey: That's right. So I would buy ads while it's unlisted and do A/B testing. So you set up like 3 unlisted videos that are all different. I don't know if YouTube expected us to use it this way, but set up 3 different videos that are all unlisted, run them against each other in AdWords and see which one converts the best and keep that one. Andrew: I see. On my website I would have 3 unlisted videos that I cycle through, I buy ads against them, ads that send traffic to my website. I test all three. When I have the one that increase conversions the most that's the one that I come to YouTube with, I make public, that's the one I buy ads for. Do I have that right? Jeffrey: Yep. Andrew: Perfect. OK. And a tool for doing these kind of A/B tests, one that I use is visualwebsiteoptimizer.com, is there one that you recommend? Jeffrey: I like Optimizely. I think it's easy. Andrew: Optimizely is another great one. OK. So we assume we've done that. We have the great video. We showed people how to buy an ad for it. The next step you're saying is to get . . . Jeffrey: And there's a spot in your insights where you can see the click through rates on the overlay. But there's also other places, I mean, most of our traffic came from people typing in the URL that we gave at the end rather than clicking. But, I can tell you from the beginning, and even now, we have 20% of people who watch this video end up at our site. Andrew: 20% of people who watch the video click that overlay that we saw and come to your site? Or... Jeffrey: They show up at the site. Andrew: Show up? Okay. Jeffrey: Whether they typed in the URL or clicked. Andrew: How can you tell? Jeffrey: Because, when we started we had zero traffic. Andrew: So, you are basically taking the percent, you are taking the number of people who come to your site putting it over the number of people who watch your video and you are saying based on that, that's how we know the number of people who go to our site. Jeffrey: That's right. Andrew: Basically, this is your main channel. Jeffrey: Yeah, and you can get the exact numbers of how many people are, let me show you another neat trick. So, I going to go back to the editor, click on edit video and then there's the ability to do marketing options. To put in a pixel URL so you can track it. Andrew: Oh, cool, so then you can really see if people are ending up on your site as a result of watching the videos that you paid for. Jeffrey: Yep, and that's... Andrew: Do you see the top of the page that you just went on? I want to show people how they can get to that place where they can . . . Jeffrey: Oh, so, video . . . Andrew: Put their pixel. Jeffrey: Video on page, and then you'd click 'edit video.' Andrew: OK. And that's only available for videos that we buy ads for, or is it available for all videos, do you know? Jeffrey: I believe it's available for all people who are sponsored channels. Andrew: OK. Jeffrey: Let's go ahead and talk about that right now. So, you come to the page. A normal YouTube channel, unless you're a partner or a sponsor . . . and I'm sorry, this a little complicated. If you have to watch the recording once or twice to get it, it's OK. But, it has this banner section, and for the banner section you can put in links. And so we go up here and we go to 'branding options,' 150 pixel banner, and then you can put in an image map code, and you can make those things go anywhere you want them to go. Does that make sense? Andrew: Yeah, it does. It gives you a whole lot more flexibility, and the ability to create a call to action that people can click on and go. Jeffrey: That's right. Andrew: OK. Jeffrey: And then if you're a sponsor . . . So, partners are YouTube content creators, like Ijustine [SP], or . . . there's a whole bunch of these content creators who create videos all the time on YouTube. And a partner is somebody who has a revenue share with Google just like Google AdSense on your blog. Andrew: OK. Jeffrey: So, when you post Google AdSense on your blog, you're going to get paid half of all the revenue that Google earns off those ads. Andrew: OK. Jeffrey: And, if on YouTube, you're a partner, you get 55% of all the revenue from when people click on an ad like this one. Can you see the Google AdWords ad? So . . . Andrew: Yeah, I see it. Jeffrey: Any time somebody clicks on an ad or something. We're playing around with some of the ads just to figure out where the revenues are, how much other YouTubers are making. That's the reason why we're doing ads, just to keep track of what their value is. Because we work with them a lot and we just can tell what they'll really work with us for when you're trying to negotiate a deal if you know how much they're getting paid. But the point is, the partners are in a revenue share with YouTube. And a sponsor is somebody who's promoting videos, and they get even more options than partners, like that pixel at the bottom on each video so that you can track it over to AdWords. They get the same features, and then a sponsor can also get a widget. You see how we have this iFrame? Andrew: Let me take a look. No, I don't see it yet. Jeffrey: OK. The iFrame is right . . . so, you go down and there's an iFrame right here. Andrew: OK. Jeffrey: And it's a widget we custom built. Andrew: OK, so basically you can put another page on your YouTube page. Jeffrey: Yep. Andrew: OK, now, so, for our audience, if they're partners . . . actually, what we want them to be is sponsors, right? Jeffrey: Yeah, they're sponsors, and there's a level below sponsor that they're working on right now. In order to work this out, all you have to do is start doing your AdWords campaigns and build your channel up as much as you can. Once you start spending, contact and get an AdWords representative, Google has those all over, and then contact your AdWords representative and say, I need these features, and they can put them in for you. Andrew: So . . . Sorry, I want to make sure that I fully understand this, and that we're sending people out into the world with clear steps for what to do. So, once they have their channel up and running, they buy ads for the channel first, and they buy from Google, of course, and then they go to their ad representative and they say, I want all these features. Or instead of that can they just say I want to be a sponsor channel? Jeffrey: They can say I want to be a sponsor channel, and then the AdWords representative will say, you have to buy. Here's our basic contract. Back when we did it, almost two years ago, they wanted a $200,000 promise, that you would spend at least $200,000 on YouTube ads in order to get a branded channel. The way my . . . Andrew: OK, and once you do that, once you agree to that, they give you all the features? And the way to do that is to contact the rep who you're buying AdWords from? Jeffrey: Yeah. Andrew: Or the rep who you're buying Google video from, I mean YouTube videos from? Jeffrey: It's all AdWords. So you'll have AdWords representatives representing YouTube and normal AdWords uses. Andrew: OK, got you. All right. All right. And you've given us a sense of how big we need to be in order to get that level of support. Jeffrey: Yeah, but you can become a partner or other things without the widget, without that kind of size. You just talk to the AdWords representative. They'll work it out with you. Andrew: OK. Jeffrey: They're flexible, they're not going . . . Andrew: What should we be asking for? What's the first most important thing that we should be asking for? Jeffrey: This top banner. Andrew: The top banner, why? Jeffrey: Because you have external links on it, more branding. The second thing you want to ask for is annotations. See the annotation right here? If you watch it a little bit, because OroBrush if you click on it, it will take you to orabrush.com. Andrew: OK. And annotations aren't automatically included? Jeffrey: Annotations are included but not external linking annotations. Andrew: OK. Should we ask for the external annotations linking first or should we ask for the top first? Jeffrey: They'll probably come together. Andrew: OK. So that's the first thing we should ask for. How big do you think we need to be to get You Tube to say, "Okay, you guys have that ability to link out." Jeffrey: Once you're spending a few thousand dollars a month, I think they'll start talking to you about, I don't know numbers, I just know that they're hard to get a hold of until you're spending some money. Andrew: OK. All right. Now I see extra why it's important to send people to your channel because when you get them on your channel you have the ability to link out from that top bar that you're showing us right now that has those three videos and that link goes to your site and you also have the ability to link from the video itself to your site. All right, what's next? What else do we have to do? Jeffrey: One more tip is down here at the bottom, you see in this section of the video? Andrew: Yep. Jeffrey: It says, or http or orabrush, put your link first before it truncates your description. When you're on the view page you can see right here it truncates after, mine truncates mine last because it's a show and it has the show there, but normally it will truncate after one or two lines. So put your link first so, if you don't have external linking yet, in the video you can say, "Click the link in the description to get my site, go to my site" and point down to it. You know what I'm saying? Andrew: I see. So, as a quick way to get a Call to Action that people can actually act on, you can put a link in the description. Later on when you have the overlays and you have that top set of images, you can have even more places for people to click over. All right. Makes sense. The goal here is, we are still in a place where we're trying to get conversions. We're not trying to just entertain. We're not trying to create the next viral hit. We're just trying to get conversions first and the rest comes after. Jeffrey: That's right. You got to build foundation of good channel first. Andrew: OK. Any tips before we go on about how to write copy that would get people to play our videos? Jeffrey: It's very similar to Ad Words. The tricks that work on Ad Words work very well in this. The (?) is extremely important in this and if you can get, if you go, so here's a tip because I think the image is more important than the actual text. Now I'm on the homepage of You Tube and you can see right here this ad gets heavily clicked. If you take and photoshop out the background and they put this white, the yellow behind it. Here's another one. Andrew: That's an add? I thought that was an actual organic . . . Jeffrey: No. Those are organic. Andrew: OK. Jeffrey: Over here on the right, you can see Five Minute Workout, you see that? Andrew: Yeah. Jeffrey: So, that guy has his shirt off that will probably get clicks, unfortunately. Then you've got down here, these guys do their titles and their thumbnails in the best way possible to get clicks. These guys make a living off those thumbnails basically because they get a lot of click throughs to watch their videos. A point of percent in click through rate when you hit this home page is millions of views. Andrew: OK. Jeffrey: So, you look at what's always on the homepage and you can get a better idea of how to design your images. Andrew: I see. Right. I see what you're saying now. When we're looking at these thumbnails of videos that have hit organically, we understand what kind of images will get traffic for our ads and we want to pattern ourselves after these and learn from them. Jeffrey: Yep. That's right. That's what I'm saying. Andrew: That's a great tip. Now earlier you said that we can't pick any image we want for the thumbnail, how do we manipulate it a little bit so that we end up with the right thumbnail available to us? Jeffrey: I believe in AdWords, just in the last month or two they've added the ability to upload your own thumbnail. Once you've created your ad campaign on YouTube just go into your AdWords and it will show up automatically in your campaigns and you'll be able to upload a thumbnail from there, a custom thumbnail. Andrew: OK. And so the way I would do that is you showed me how to take one of my videos and make it into a promoted video. How do I now go back into AdWords and change the thumbnail? Jeffrey: I can't dive into our AdWords right now because there's just way too much sensitive information in there, or else I would love to. Andrew: What's the URL though that we would go to? Jeffrey: Just go to adwords.com and you'll have a YouTube campaign and promote it. Andrew: I see. So it's just another product within the AdWords site? Jeffrey: That's right. Andrew: Gotcha. OK. Jeffrey: So it's simple, it's not terribly hard. Andrew: OK. Jeffrey: But you can see I'm struggling to explain. Usually I give kind of a high level concept view of what's happening on YouTube where I'm diving into the how-tos. Part of the reason why we've been so successful and part of the reason why YouTube isn't profitable yet is because they haven't refined this, streamlined it enough and that's a huge advantage to small businesses because if you take the time to dive in and learn what I'm talking about, there's not very many marketers who are willing to do that. And until it becomes streamlined you've got a huge advantage because there's not as much competition buying the ads in that space. Andrew: I see. You're right. It does take obviously a lot more effort than buying a Google standard ad that comes up on the search results. It takes more effort than coming up with a Facebook ad. Most people are going to think about those other mediums first and avoid this one. Meanwhile, this is the number two search engine in the country. Most people think of Bing as being the number two search engine, but it's YouTube. It has a ton of traffic and a ton of eyeballs and a ton of potential business for us and if we get this right and deal with some of the rough edges now we're going to have an advantage over others who are staying away from this big market and we'll have that big market to ourselves. I see it. I love it. OK. What else do we need to know? Jeffrey: Next thing, this is where it gets exciting. So you've built a foundation, you've got an enormous amount of traffic running through your YouTube channel because you're leaking them through that channel page and so you're getting thousands of hits on your channel. The next thing is to take your channel and turn it into an asset in and of itself. On TV if you buy an ad, say you spend $10 million on an ad campaign, once that $10 million is spent it's just gone, you don't have anything residual from that. On YouTube not only do you have the ability to share your video and talk about you and comment and interact, but you can see right here we have subscribe, it's free, at the end of every video we ask them to subscribe. Down here we have 146,000 subscribers on our channel so every single time we post a new video all those people get notified. It's like a follower on Twitter or a like on Facebook, but it's probably about 50 times as valuable than a like or a follow. Andrew: Why is it more valuable than a like or a follow? Why is it 50 times more valuable? Jeffrey: All I know is we have 280,000 likes on Facebook and we've got $140,000 and when we post a video to YouTube it's way more potent than the likes and I think it's because of the crowdedness. So maybe if people get to where they're subscribing, because you have 600 friends on Facebook and they're all competing for your wall space. On YouTube you're maybe following 15 channels. Does that make sense? Andrew: Yeah it does, absolutely. Jeffrey: So it's way less crowded. Andrew: I'm much more likely to like something on Facebook, much more likely to add someone as a friend on Facebook and follow them and you're right, then it does become so crowded that I don't pay attention to it. But there are handful of producers who I subscribe to on YouTube and you bet, I watch everything that they say. I mean, I may not watch a full video, but I watch what they're putting out there. That is very powerful. All right. So what you're saying is that, actually I'll let you say it before I sum it up. Jeffrey: So just real quick. On cable television, a good cable television network will have 400,000 subscribers, that's respectable. On YouTube that top 100 channels have over 400,000 subscribers and Orabrush has 146,000. Basically, we're creating an opt-in, advertise to me group of people, who are hard core fans of our brand, who want content from us all the time. Does that make sense? Andrew: Yeah. It does. I've got a whole network, the size of a television network of people who want to buy from me. Jeffrey: That's exactly right. I'm going to go back to the top and I'm going to show you -- so we go down and see Ray William Johnson, he's one of the biggest. This video was just released and it already has 400,000 views and if you look over, if you actually watch the video you'd be like I don't understand why that has so many views, but then you go to his channel -- that ad took me to Facebook page -- "Give a man a fish, he'll eat for a day," "Give a ma --" okay so you come in and you go down and you see channel views, 260 million, upload views he's had over 1 billion upload views, subscribers 3.7 million subscribers. Andrew: I see. Jeffrey: Then you go up here and look at videos and he's averaging over 5 million views per video. He posts several a week. He's out getting, his hit per show he does, he gets more views than Jay Leno or Conan O'Brian. Andrew: Oh, wow. OK. So let me ask you this now. So far what we've done is show people how to buy traffic and how to create ads that convert. How do we now make the leap from that kind of marketing based video to one that people are more likely to watch and one that people are more likely to see as like a competitor to their favorite TV channel? Jeffrey: What you're talking about is doing exactly what Proctor & Gamble did back when they started Soap Opera's. The reason Soap Opera's are called Soap Opera's is because P&G started a television series to sell soap. Then eventually the medium became unsure enough that it wasn't any longer working for them to own that and they sold it off to production companies and stuff and networks. So, we're kind of redoing that in a way. We're building our own cable television channel, kind of like the next generation of the Soap Opera here, but the way you do that, what we did is we created what we call, Diary of the Dirty Tongue and I'm going to go ahead and click on this show, this is Season Six and we have, you can see the newer ones have less views and then you go back because they build views over time, between 20 and hundreds of thousands to a million plus views per video we post. Basically it's about this, you can see, we'll just watch real quick we'll watch . . . Andrew: Yeah. I was going to suggest that. Let's have a taste of this. Jeffrey: "What's up Ora buddies? Guess what? The higher ups have finally taken notice of my fast talent and professional potential. Our regular (?) guys is sick, everybody else is swamped, I've got a meeting like in 10 minutes, we need you to do one simple thing. They made me Chief Management Vice President Director of all warehousing and logic's and stuff to clear the world of bad breath. You take these Orabrushes and put them in these boxes. It's really simple, just one thing, don't touch anything else. It's kind of, it's a complex system, just put Orabrush in the boxes, got it? Yeah, yeah, yeah, yeah. You're a life saver, thank you Orabrush. I've got this . . . you know what they say, if you want a job done right, give it to (?) . . . " Andrew: I've got a sense of what you're saying here. You're saying once you get people to come in and at least check out an ad for the video, some of them, those who don't buy or maybe even some that do buy, end up subscribing to the channel and becoming fans and becoming repeat viewers. Once you've got enough repeat viewers, the next step is to create some kind of program or some kind of reason for them to come back, something that ties into the product that you're selling. Jeffrey: Yes. It's just like on your Facebook you need to constantly update or a blog you need to regularly update to keep your subscribers or your readers interested in what you're doing. Andrew: So, I'm looking at this and this seems very expensive. How much does it cost to produce something like this? Jeffrey: We make our videos for about $3,000 a piece for weekly videos. This is a more expensive project. The original project was, convert, when we started bringing in tons of cash that way, but building this platform creates a brand equity that can't be surpassed because you've got all these people who are emotionally attached to your brand. But we don't post a video on Morgan until later on Tuesday evening because they come out every week. We get tons of comments on it on our Facebook page like, "Where's the video? Why are you taking so long?" Andrew: That's got to feel great. Jeffrey: Yeah, at the end of every video you can see there's an Orabrush there, they can click that, you can click on the Orabrush. At the end they've got a promotional link to the site. They can go and see other videos we've done like the iPad2 parody, which is one of our big viral hits. But every single video has a specific call to action but this is more of a branding campaign and that's the reason why so many people think that they see it, they watch Nightline, the thing that Nightline did on us and they say, "OK. Orabrush sold a million units of Orabrushes.". The only thing they see is this giant tongue and they think, "If I do something crazy like the giant tongue in these videos every week, I'm going to sell a million of my product.", and that's not the case. The reason why we're doing the weekly videos is to bring in people who are loyal brand advocates and we're getting hundreds of thousands of them. Andrew: OK. So first we want to have a real business model in place, one that depends on real conversions, on real persuasive videos, on a real understanding of what it takes to get someone to buy, one that's built on AB testing. Once we have that, the next step is to just give people room to subscribe and once we have a certain number of subscribers, then we create a series. I've got two questions on that. The first question is how cheap can the first version of our series be? How simple? Jeffrey: It can be like, right here, you see the Killer Five Minute Workout? Andrew: Yep. Jeffrey: I'm going to click on that. This guy has followed all the (?) steps. He's got a conversion video, they're very cheaply done but just the amount of ads he's buying, makes him . . . a month ago he was at 70,000 subscribers, now he has 156,000 subscribers. Andrew: I see. Jeffrey: So he's actually outpaced us in a lot of ways. His content is easier to do because he can do it every week, he offers tips on exercising. So his aren't funny content like Morgan the Orabrush tongue. You've got to realize, we had to figure out a creative way to make a tongue brush interesting. Andrew: I see. Jeffrey: Now let me do another example. So that guy is one. He's using promotional videos and he's building huge fans. Now we go to GoPro. OK. So here's GoPro's site. They have actually 2,000 subscribers, 39 million views and they (?) multiple videos a week and at the end of every video, so they have like, they have the perfect (?) for YouTube because it's all extreme sports. You can see here at the end they have "subscribe", go to their channel and watch other videos. And so they're building a massive following on YouTube with extreme sports, does that make sense? Andrew: Yeah, it does, so for each product and for each company it's going to be different. It doesn't have to highly polished beautiful video that you spent thousands of dollars on. It can just be you looking at the camera and telling people how to work out, maybe even show them how to work out. It can be if you are doing an action sport clip from a jump that you've taken. The second question that I have is, at what point do you do that? The first step, you said, is to make the video work on your site. The second step is to make sure it converts profitably when you are buying ads for YouTube. The third step you said is to create a series. At what point, how many subscribers do we need before we start saying it's time for us to think more like a production company and start cranking stuff out that's entertaining and brings people back and engages them? Jeffrey: For some business, it'll never fit their model. For some, I think, the first step when you are building a video for your site. Some people, that's where they need to be, they just build a video for their site and get tons of conversions. The second step, to promote videos on YouTube, some people skip that. And then the third step, building the channel, as soon as you've got traffic pouring into your channel, you want to start your channel. Let me just switch over to this real fast. This is the four c's of how to build a successful YouTube channel. And in this it'll answer a bunch of questions. So, I'm going to blast through this. Do I have time to do this? Andrew: Yeah, I hit the mute by accident. Yeah, absolutely, let's take a look. Jeffrey: Okay, so we came up with the four c's. And basically what happens is we had our conversion rates for subscribers on our channels. So we had all this traffic going through our channel and we had 20,000 subscribers in the first year and a half. And then we added in more than the Ore Brush web series and started releasing content every week. And our conversion to subscription rate went up 20 times. And so just releasing content regularly had a huge impact. So, if you want subscribers, you kind of got to do regular content. Here's the four c's. So, this is actually built for a different group. Oh, this is interesting, just a side step. So, in 2009, this is the most recent data that Forester's released. But, you can see right here, the amount of time people spend at the library, is the light blue on each medium. And then the amount of money that the advertisers spending is the dark blue. And if you look at watching TV at the top line, it's pretty equal, the amount of money they are getting from advertisers and the amount of time they spend consuming that media. In internet time it's 34%, it's actually way up from there, it's actually 40-something percent right now. But, advertisers are only spending 12% of their budgets on internet. That's just another sign that this is a really great place to be in for entrepreneurs because the competition's low. Andrew: Right, there are not a lot of people who are throwing tons of money at this, it's actually being under spent. Okay, so the first c is content. Jeffrey: Content, so content, you've got to do the right content. You shoot from your iPhone, you want to make, you don't need a super nice camera, like a Canon, like 60d or Canon 5d. They're dslr cameras. And then you get a China ball light from Ikea put a 250 watt light bulb in it and then you get a point and shoot camera and a good microphone. And you are ready to go. But the length is an important one down there. It's two to five minutes is the right length. The whole 15 to 35 second stuff that people talk about is, the only reason that that exists is to fit in TV media. And it's not because that's what works best. Andrew: So five minutes, I saw many videos today that ran five minutes. Five minute video, people have attention spans long enough to let them watch that? Jeffrey: Yes, well if you're giving them content that's interesting. So, that workout guy, some of his conversion videos are ten minutes long. So, you have to listen to your hotspots and see if you are actually retaining them. But, just use the time you need. What I find is, once you get over two minutes on conversion video, you're going to start losing people, unless you have an exception to the rule. If you need 30 seconds, use 30 seconds. I you need two minutes, use two minutes, but be efficient with your time. Hot spots on YouTube will tell you if you're right or wrong. Andrew: That's the graph we saw earlier that says, 'This is where people have fallen off.' If they constantly fall off after 30 seconds, you really should be thinking about cutting down your video. Jeffrey: Right. Or changing them. Andrew: Or changing them. Jeffrey: Then, you've got number two: call to action. People are far more likely to subscribe, like, favorite and comment if you ask. Keep them in your ecosystem. [plays recording: 'Put it in the comments below.' 'Tell me about it in the comments.' 'Put it the comments.' 'Leave it the comments.' 'Leave it in the comments and don't forget to join me every Tuesday.' 'Prescribe to my channel.' 'Don't forget to prescribe to my channel.'] You get the idea. Those calls to action. Old Spice's, TV, videos, their Super Bowl commercials, and just plug them in on YouTube. Then they created a web series type thing, that whole video blitz, but they never put any calls to action in them. We have good calls to action, and they are 300% more likely to subscribe if you just ask. Andrew: You have 15% to 17% of their total views and you're not too far behind them as far as subscribers. Jeffrey: That's right. Andrew: You asked for the call to action. Old Spice is entertaining, but doesn't ask for the call to action. It doesn't say subscribe, stick with us. Jeffrey: Yes. Every single commercial you ever shoot, even if you're shooting for TV, you want to shoot an ending for YouTube. Andrew: I see. And the ending for YouTube needs to say subscribe or prescribe to my channel and what else? Jeffrey: Prescribe, like, comment and if it's a conversion video, tell them to by. Andrew: Gotcha. By the way, you've been using the phrase, conversion video. We know what the conversion video is, that's the first thing that you create. The one that converts on your sales page and from YouTube into a customer. What's the other video? Is it a show? Jeffrey: It's an engagement video. Andrew: An engagement video. So, first you start with the conversion video, then you create the engagement video. The engagement video can be as simple as you just working out or as cool as a tongue interacting with everybody. Jeffrey: You can see here there are annotations to link within your ecosystem. You link back to other videos you've done. You want more views per session. Then, you invite them to follow you on Facebook. Cross pollinate between other things, which is right here. Collaboration, cross pollination. No YouTuber is an island. Give to get. There's a thing called box for box. I won't run into most of this, but I want to show you . . . Andrew: Since we've brought it up, what is give to get and box for box. Jeffrey: I'll get you in just one second. [Recorded male voice: Hey guys and girls and other. I just want to say thanks to everybody for subscribing to crisis tunes. First person shooter. I wanted to promote this collab video I did with Orabrush. Where it's first person, me, killing a bunch of zombies with machine guns and other weapons. It's pretty sweet. Delicious. You can't taste it. It's a video. [??] But if you want to watch this, click up here.] [recorded female voice: Stick your tongue out and you rock this back and forth. [??]you're going to pass out at how disgusting it is][recording male voice: A little while ago a video with Morgan Lasun[SP] who's here to watch the video. Hello again. In case you haven't seen enough of my face today, I did another video with Morgan the Orabrush tongue and there's another contest. Now go and be golden. This episode of Link's[SP] golden advice is brought to you by Orabrush. Because my advice is pointless if your breath smells like dumpster juice.] Those are huge YouTubers that we use to collaborate and cross pollinate. They sent us their subscribers. People who follow them are way more likely to subscribe to you on YouTube than the people who are browsing YouTube and never subscribe to anybody. We collaborate with them and do projects, and then they send their subscribers over to us. Does that make sense? Andrew: Yeah it does. And are you paying them for those spots or are they just doing them? Jeffrey: Yeah, we're paying them. Like Rhett and Link, that last one, [??] two single guys, they charge like I think their minimum price is $40 thousand for doing video stuff. They're a full production company. But they've had huge hits. If you go to their channel they've been doing stuff for McDonalds, Pepsi, Coke and you just go to youtube.com/rhettandlink and you'll see. Box for box, what the means is if you go, let's see, they don't have box for box. I'm going to give you an example of box for box. Just a second. You still there? Andrew: Yeah. Jeffrey: OK. So you come down here, right here, buddies and lovers, this is our box for box. So they're in our box and we're in their boxes, so it just lets people know what other channels you really like and it sends traffic back and forth to each other. Andrew: I see. OK. Jeffrey: Does that make sense? Andrew: So you put their links on your site, they do it, you're exchanging links essentially. Like a blogroll. Jeffrey: Yeah, it's like a blogroll. There, perfect, all right, good, now I'm speaking your language. Andrew: I was trying to think of the phrase blogroll and for some reason it didn't come to me. Jeffrey: Yeah, box for box on YouTube is blogroll. Andrew: OK. And now consistency? Jeffrey: Consistency means you have to make a commitment to your audience and they will make a commitment to you. If you promise to upload a video every single week and you fulfill it and you do it at the same time your audience will be super loyal and they will watch all your videos. If you miss you start dropping subscribers and content viewers. TV programming, I learned this a long time ago that you've got to release every week on the same day and then they also learn that you have to be consistent. Like if you watch Glee and there wasn't one song in the whole entire program one day you would be super upset because Glee is all about music. And if we had Morgan the Orabrush tongue and he was out of his suit people would be really weirded out. So do you hear what I'm saying? Consistency? Andrew: Yeah, absolutely. And you know, I'm seeing that throughout. I see that with people who do well on Facebook with their fan pages, they pump something out every day. For me with my interviews going daily on Mixergy is a big help. When I was just doing it whenever I felt like it I didn't get nearly as big of an audience and as consistent of an audience as when I became consistent. The same thing with Twitter and other channels. And you're bringing up a great point. You don't watch TV and hope that maybe your favorite show is going to be on. You know whether it's going to be on or not because they're consistent. Jeffrey: And so you do the same thing with YouTube and you build and build and build. Andrew: What's a good schedule? Does it need to be daily? Does it need to be weekly? Is monthly better at first? Jeffrey: We chose weekly because YouTube's algorithm favor video, their search algorithms and community algorithms favor videos that have been launched in the last week. They still favor videos that have been launched in the last month, but once you're over a month old you're kind of just the same as everything else and you have no advantage. Daily, if it's brand new, the older it gets up to a month the less priority you take in the search engine and everything and so we release weekly because that seems to be an optimal spot that we can afford. Andrew: OK. Jeffrey: So here's a recap. Content, calls to action, collaboration, cross-pollination. Cross-pollination can also mean cross-pollinate with your blog if you have huge blog following. Send them over to your YouTube channel, send people over to Twitter, send Twitter over here. It's not just other YouTubers, you can do it in a lot of different ways and then consistency. So those are the four Cs of creating a successful YouTube channel and I hope you kind of get the concept. I feel like it's a new enough area that I can't just lay it all out perfect for you. Andrew: Because we still need to figure it out. It's still too new to give you a step-by-step process that's going to universally solve every problem for everybody. Jeffrey: That's right. That's right. And eventually it will go to maturity. I mean, YouTube, I don't know if you've seen these stats yet. There's 48 hours of video uploaded every minute to YouTube. So if you don't promote your video you are just going to get lost in those 48 hours of video every minute. If you create a good video and you think it's just going to take off, think again, because you have a lot of competition. And then, 3 billion video views a day on the site. Andrew: Wow. Jeffrey: That is larger than the three larges us television networks combined. And, so YouTube is this 500 pound sleeping gorilla on the street in the media world. YouTube has spent billions of dollars getting it going, I mean Google has, and they are not quitting. This to me is, in two years there's going to be a frenzy around YouTube. Like, there is around Facebook right now. And in five years, I know some metrics were in heavy partnership with Google, they flat out care, we work on new ads. Ad platforms, like there's some new stuff they are doing with True View. And we helped design that. YouTube has cracked the nut, I believe, in the next five years, YouTube is going to be half of Google. Andrew: Now, when I see this, and all the videos and all the minutes that are being uploaded constantly to YouTube. I feel like, how am I going to compete in that world? How am I going to compete against Orabrush for attention, against NBC for attention, against whatever viral video someone happens to put up there. What do we do? Is the process that you gave us enough to create a video that converts on our site first and then one that converts when we buy ads and then does buying ads give us enough of an advantage that we can actually grow a business on here? Jeffrey: Yes. That's the thing. I just gave you, the problem is, we've got businesses that try to jump to the third step, which is creating a YouTube subscriber base without doing the first step. And very few of those are going to succeed. Andrew: I see. Jeffrey: But getting that first step done. Nobody else has content that they can just sit there and pump ads into day in and day out and find subscribers. And so it gives you an advantage over all these other YouTubers who are powerhouses. And eventually, look at that guy, that muscle guy, we just looked at. Andrew: I forget what his name was, but yeah I can see how something like that would be really big. Jeffrey: Six-pack-shortcuts. Youtube.com. Andrew: There he is. Jeffrey: That's shortcuts. So, I just think the first few months is just going to be focused around getting into the spaces, creating the conversion-persuasion video, to purse out the conversion rate on your site, then start experimenting with conversion videos and then ads on YouTube to drive traffic. And once you've got those down, which you should be really happy with, if you can get those down, because they will have huge impact on your bottom line. Then you can start building a major grand around a channel. Andrew: I see, okay, conversions I understand, conversions there's numbers behind, conversions there's tactics we can employ, conversions, actually, will help our bottom line. I get that, I see that's a simple step to take and I see how we build on top of it. It's also kind of encouraging, I don't know if you remember seeing it, but you spend $30 a day at first, that's nothing. To send traffic to a landing page to see if you can make these conversions, to play around with it until you've had it right. $30 a day is nothing. Jeffrey: That's right. Andrew: If you could build your business on $30 a day and get the more than a million Ore Brushes, then I think that there is a lot of potential for the rest of us too. Jeffrey: Right, and even bigger, though, is now that we are starting to drive traffic into stores, now our big focus is on online to offline. And, Ore Brushes, we are expecting, within a few years, we'll probably be a 50 million dollar a year company. Just, without even using traditional media, with all social media. Andrew: All that because Doctor Bob happened to be in your classroom and happened to give a little bit of guidance. Jeffrey: Yeah, or he happened to give me a chance. Andrew: He gave you a chance. Alright, let give people a call to action. How about if we suggest they go to your YouTube page. Let's get that up on your screen. And subscribe there, you already have such a big audience that having... Jeffrey: Youtube.com/orebrush. Andrew: Alright, so this isn't so much for you as it is for my audience. You already have tons of people and extra people from me aren't going to make a blip on your radar, but they are going to make a huge impact on my audience's business because if they can just keep following what you're doing, they can learn as you learn, and they can watch, they can learn by watching what you guys do at Orabrush. So youtube.com/orabrush. Anything else they should see? They should stay on top of what you guys are up to? Jeffrey: I would watch, go to, I'm going to give you another website. It's Vidstatsx.com. Andrew: Vidstatsx.com. OK. Jeffrey: And this gives you all the top subscribed channels, how fast they're growing hour by hour, the top 100 women. It'll help you get in contact. So Vidstatsx.com, that's a must. We visit that every single day and watch our growth, and you can see right here Apple. So you've got Old Spice, Apple, and Orabrush are the top three branded channels on YouTube, and Apple, they just released a new product, so they're now at 158,000. Then you go to the other website. You're definitely going to want... So, Vidstatsx. I had it up earlier. Andrew: What's the website? Describe it, and maybe we'll remember it. Jeffrey: Well that's the thing. I'll think of it in just a second. Andrew: OK. Jeffrey: Use Vidstatsx to get in contact with people. Oh, this is it. Go to Vidcon.com. Andrew: OK. V-I-D-C-O-N.com. Jeffrey: 2011. Andrew: OK. Vidcon2011.com. OK. Jeffrey: Yep. Vidcon2011.com, and this is July 28th to the 30th. And this is where, the gatekeepers of the 3 billion video views a day on YouTube, all of them are at this conference. There are thousands of YouTubers who control billions of video views per month. Andrew: So we actually tried to go to it after you told us about it, and it's already sold out. Jeffrey: They sold out in February, but if you go as a press person... Andrew: Gotcha. Jeffrey: If somebody is trying to sponsor it, you can get in as a sponsor, and you can get in as press. Andrew: OK. And those going to be at Vidcon2011, go look at your businesses today. I'm sorry, 2012 or 2013. Jeffrey: Yeah, so I would recommend if you're serious about getting into video, you should be at Vidcon, and even if it's your small sponsorship or whatever, go to Vidcon and start networking like crazy. Andrew: Well, thanks for taking us through all this. This has been really helpful. Looking forward to everyone in the audience using this and then sending me feedback. Thanks for watching guys. The website is Orabrush. Come back and give me your feedback.