How to Build a Business Around YouTube: The Blowout Professor Story

so when you're on YouTube you're really trying to figure things out and really make a business out of content creation and sometimes you might start on a different platform you might start on Instagram you might start on Tik Tok you might even start on Facebook and why I love YouTube so much is because of a YouTube Partner program but also the way that they're able to really know who our viewer is and deliver the content that's

so valuable for the viewer to the correct person and when you figure this out when you actually understand what's actually happening here um YouTube will actually do all the heavy lifting for you uh all you need to understand really specifically is who you're speaking to and bring a value consistently and that value will actually build a business now I'm really excited to have Chris and lesli on uh I met them several years ago and I was

really Blown Away by what they were doing and and it was a thing that happens constantly on YouTube but but they were really dialed in of understanding the value proposition and then be able to hit it very consistently and it's been a a pleasure of mine not only to venture them but to watch them grow and succeed and and ultimately uh make a business out of this uh and it's something that I I I hope all

of you that are watching this uh live stream uh will shoot for one day and if you're already here um that you'll actually be a part of it too as well because it's like there there's so much opportunity it's not oversaturated what you need to do is really realistically look at who your audience is deliver value and sometimes that value is more than just a video um it's a process a system and also maybe other products

and so really excited to have the blowout Professor on with us um how are you doing Chris great it's awesome to be on here I appreciate it I I am so excited uh for for this uh for multiple reasons uh because of not only your story but Leslie story of how it uh interwin uh with your YouTube channel so just in short would you guys kind of introduce what you do and then let's let's Dive Right

In of how you actually got started yeah so we actually we started out with just a hair salon so we had a hair salon physical location brick and mortar and uh we kind of stumbled across social media and YouTube which is why we created our own hair care line so we have a salon a hair care line and a YouTube channel and the amaz it's been an amazing compination for us yeah I I I love this

uh for a couple reasons because when you started on social media you didn't start immediately on YouTube like what what what did you do what where were you kind of going with it in the beginning I think all business owners are like oh I I need more visibility so I'm gonna go online so what what were you doing so initially product line was not even on our radar we had one salon and we were like wouldn't

it be nice if we had like 10,000 salons all over the country so like now thinking about the management of that is not so much fun no thanks but at the time that was the motivation we wanted to have a national profile go on social media so we could open up a salon halfway across across the country and people would already know who we are so we would have a full list instead of having the board

from scratch yeah and so uh I I would assume well if you're going to do a salon then there's only a couple social media uh platforms that you should consider one one being Instagram right like you you should be all over in stagram so what was your first choice of a platform when you like when you like trying to figure out where to actually do this well it was it was a while back so it was

Instagram Instagram was it was Facebook and Instagram that was basically it uh Tik Tok and all that was too new so we we we posted on Instagram probably for four or five years with absolutely zero traction yeah and just for a point of reference uh we opened this La nine years ago so that's like giving you context so nine years ago we opened so four to five years ago Facebook and Instagram were the big thing and

that's where we would put oh YouTube was the big thing you just haven't figured it out yet come on Leslie come on YouTube was too scary it was like that's too much I didn't I I don't like it's intimidating YouTube is definitely intimidating like I'll give you that um and so so you tried tried um you know on Facebook and Instagram and you weren't getting traction and let's talk about what traction is for you because I

think uh you had views and visibility but it's all over the world it's like okay like it's all over the world um but it wasn't converting right because you're looking for conversion traffic was that correct when you first started um in honestly in the beginning we were desperate for just anything eventually we did get that and that's the cream of the crop but in the in the very beginning we were just like anybody does anybody want

to watch our videos please like begging people yeah I don't think it was went on Tik Tok till we started getting like a huge audience right yeah to to go on to the next part Tik Tok was it it was this was a couple years ago so still Instagram was the social graph so we switched reposting things on Tik Tok which was the interest graph and we basically blew up pretty much instantly I put on the

wig and the Christina thing exactly exactly yeah so let let's talk about the moment that you decided I'm I'm going on YouTube because like you're you're at 800,000 subscribers right now and I don't necessarily view subscribers as as the key metric but I know that kind of a lot of creators do um but you have uh well over 167 videos so you've done YouTube for a while now uh talk about that first moment of not knowing

anything coming onto the platform that you're intimidated by and and why you chose it and then what was your strategy the thought process was really hey we're we're a beauty brand we know visual is going to be huge for us you need to have some type of visual content um and so when we first came to YouTube we were like look 20 minute videos is too much for us we're just going to do one minute videos

and so we committed to doing one one minute video every week um and it kind of grew from there and we were basically the when you when you get monetized you have to have like a certain number of subscribers certain amount of views and stuff we're basically just I think really we would have quit if that bar wasn't there if we weren't watching that bar go across so that was kind of the motivator like hey we

want to get monetized is that what it was you see what this is what's over here yeah I I I actually like that and then um when you do one minute videos were they shorts or were they long for that you were coming on there there were no shorts then it it was long form yeah yeah yeah well well very good so once you got monetized and you made probably 25 cents like what what what was

that was that like a hey we can make money at this or what was the what was the thought process there yeah it was uh it was $70 thank you very much right it is the beauty line you have a little bit higher cpms yeah we realized like there's there's something here but also we we had the Tik Tok going at the same time Tik Tok at the time we had about six or 700,000 followers and

millions of views yeah and on YouTube YouTube we were only getting we only we had less than 4,000 followers yeah but in terms of sales we were making more sales from the 4,000 followers on YouTube than we were on everybody on Tik Tok talk about that because um when when I heard your sales funnel I'm like oh my gosh there's so many creators that never get this and and you were doing it right out of the

gate like it was like you Wen really worried about the ad Revenue per sale but the sales side of it was so why don't you kind of explain to everyone your process of what you're doing at that time uh to get those those sales so it it was it was an it was kind of a funnel so we started out actually with all our videos were actually about styling because we're Salon like let me teach you

how to be a stylist and we realized they didn't want that at all they they want products so we said hey you want products okay like I know everything about products let me make a list of like here's the list of products for here's you here's your hair type go buy these products this is what we would use in the salon and so that was I Le mag yeah I say a big part of it was

just like reading comments honestly on the videos because it was like where can I buy this product where can I buy this product so then we were like what they like actually care about this and then that's when we kind of flipped what we were doing and then we were like well why don't we sell them products um and that was like our big probably off moment I think yeah so we we started selling the exact

the sales pitch was basically here you can get the exact same product I would use on you if you came to my salon so let let's kind of unpack that so um because this one's um might be new for some people it might be an old hat for other but you had a physical store um a salon and you had customers coming in and and you're using product there and what you uh created was a video

on basically listicle saying hey here's some products whatever um and and then they went to your site and I wanna I want to show the site because it's very simple it's probably the most simple uh site ever so this is the site right here where you put your name in and your email address and you get the list and so let's I mean that that is like the most basic thing I've ever seen in my life

which is great right but could you could you explain the process because I don't think you changed this much it was like up for the list and we're going to send you what did you send them and how did that convert into sales and then what was the first initial type of sales yeah so we they would they would enter their email address and then we would send them a list of take this quiz and here

here you'll find the best products for your hair type and it wasn't just a list by itself they had seen in the video like they knew what result they wanted and then they could just go to the list to get that product to get the exact result okay so so basically um they saw the link in the description like hey click on the link in the description they went over put their name and email address in

it and then they took a survey and then it basically said these are the best products for you based on your surveyed results and and so it was a personalized approach um and what was the what was the sales like in the beginning with that um because these weren't your own products this is products that you actually had stocked in your salon like what what did that that actually look like yeah so in in terms of

numbers it was it became bigger than our Salon almost instantly so we we thought the salon was the real business but as soon as we started selling these products it it absolutely took off and we we couldn't pack the boxes fast enough we had to bring people in to help us pack and ship it yeah so so the salon was a place where you could shoot your videos because you're making more money on just this process

putting videos out there them clicking get the email address and then doing the survey and then going from there um that that's but what would you do with the email list afterwards because would would they reup because I mean your your products um you know of course they're going to use them and they're going to deplete do they reorder or how does that actually work we didn't have any subscriptions or anything at the time but we

would just keep sending emails every every week it wasn't a sales email at all either it was it was an email about hey if you have this problem here's how to fix it if you want to fix it here's how to find the product that does that for you yeah yeah so what um and you guys know this because um you know we've worked together uh for a while but it's like I I stress like building

your business off of YouTube like YouTube is a component of it um and and really doing that and so um I'll never forget when we were in a conversation and and Chris you're like told me the number of total Sals in a month and my job out dropped because it's like you're not getting that many views it's like what is the process and then when when I heard oh no it's like giving them a survey and

they know the type of hair that they have and the type of condition that they have and then it it literally selects the right type of product I'm like that's genius like that that is genius from it and and then and then I knew then um you know that uh the AdSense Revenue if you really would grow properly would just amplify it just just start exploding it it's like the more visibility that you can go from

there and it kind of clicked for me and then two um saw that ad revenue and it wasn't it wasn't something that you would like be afraid of either it's like oh my gosh it's starting to go more and more I mean it went more than $75 let's just make it clear from there right um it just went more and more and more and so um when when that happened um I I want to I want

to talk about this because this is a a unique problem that I think you face um you you were doing sales in your your salon um you had more demand than what you could store in the salon it probably caused some um questions with other people of how you're selling it um just because like there's a very territorial thing when it comes to beauty products and what you can and can't do and and let's talk about

that friction because I think a lot of people here we want to get into the YouTube strategy but this is probably one of the more important things that they should consider as they're looking at this uh but could you kind of go through um kind kind of that that little awkward period of time can you talk about this awkward period of time yeah um yeah it got to be like so like Chris was saying before we

were like packing like 500 boxes in a weekend like we would literally like the salon would close Chris and I would get there and that's what we would do that's that's how we spent every single weekend um and it came to the point where our sales were too much that um so Salon Centric is pretty much they they're who we buy from our regular uh back bar products and all the products um and they were like

this doesn't make sense you guys are a small Salon in Fort Meyers there's no way you have this many clients like um we have to cut you off like we have to like investigate this you need to change your website you need to do this like we need to investigate it and for like months like we didn't get products yeah yeah and one of the big things is they they want to be able to they want

to be the ones to sell on Amazon they thought we were sell on Amazon and stealing their sales when really was we were promoting their products on YouTube for free and they show do down and first along that's actually kind of an existential threat because the margin on selling products is really high that's your profit that's your take-home profit yeah and so we had no Pro like for three or four months we had no profit there

basically so let let's talk about that because I think this is a a learning as a business owner that you have it's like if you're selling somebody else's products or you're building your audience on somebody else's company you know you're at risk they can shut you off at any time like they can now what kind of uh blows me away was if you didn't have Amazon traffic and they were still making money they just cut off

all this Revenue that they were getting U just because they weren't doing it you know it was like oh yeah if they wanted to go to Amazon buy the product it could they could like you you gave awareness for it right uh but you you had a process system to actually go from there um so that's that's quite interesting um so how how did it feel like losing um this Revenue Source CU I mean if they

cut you off for three three months you you didn't have anything for three months like how did that impact you uh motivationally as a business owner and then and then two like how did you start thinking hey how do we how do we uh modify this how do we change this the number one thing is we we cannot trust these people like we cannot put our our our entire business in their hands anymore so we decided

that we had to make our own products basically from scratch that we own start to the whole time like it just it felt so bad that we were we were promoting their products and selling their products for their benefit and they came back us trying to take stuff away I remember just being scared too because like when we it wasn't just products that we sold to people it was we couldn't even get back bar products for

our actual salon so like that's like us we started driving in like Ulta to buy buy products and things like that so it's like it's not just shutting down like the YouTube sale business it was actually like shutting down down our actual salon and that's like we have to figure out a new way yeah well um and and at the time Leslie I don't know if everybody knows kind of uh what you were doing at the

time when all this was going on because you're like Moonlighting over here and have a another job over there could you kind of share that because I think it's really important because like on the business side that's kind of your your jam I mean you're you're building this out and and you were doing it uh you know with killer hours because you you had another job so like could you kind of explain that sure so like

when Chris and I first opened Chris ran the dayto day at the salon um and I was working as a physician assistant in um spine surgery uh so basically I was working like 80 hour weeks and then I would only come to the salon in the evenings like if I finish at 5 I would come like relieve Chris like work the front desk for a couple hours work on the weekends like and it was just Chris

and I running the salon um for like the first three years we didn't even hire a receptionist it was just us five years um five years oh God oh God we tried to forget that um but yeah so for five years yeah so it was insane and so Chris kept telling me like when he started posting on Tik Tok and then when we converted over to YouTube and we were doing these sales he's like you need

to come over you need to come over but I've always been raised to be like certainty certainty I need like a N9 to-5 I need to make sure that I'm making money and like entrepreneurship by itself opening the salon was scary enough for me um so like let alone just like you know like rest assured and feeling okay with just our sales um and then you know like when son sendrick banned us of course that's like

another thing that scared me and during the pandemic like I was our source of you know keeping us alive um keeping the salon open because my job was still essential um so there was just a lot of uncertainty with the salon um uh just being like our own uh business uh then when we started working on the product line it was too much for Chris like it was just like I have no idea how he did

what he did for so long with just YouTube and the it's I'm telling you it's his good looks that's what it is like but yeah so it just it was a lot and he kept telling me you know come over like trust it come over and I'm like how are we gonna pay for this how are we gonna pay for this you know like just uh just my core certainty that I needed um and it wasn't

until vid Summit two years ago yep I remember Tom Billy got up there and he talked about you know like you need to be laser focused and you need to have like you know like your eye on prize and stuff like that and then after that you did uh the Mastery um right after for a couple days and you told us to like write down like what our goals were for the year and like what we

need to focus on and I remember um God why do I always cry about this it happens every time um I remember just writing quit my job and Al well whenever you ready jump back in yeah but at the time you were it was right it was after vid Summit where it was like the Mastery Meetup and you were telling us how how much Justin meant to you how much is your second in command and we're

kind of thinking like wanted to be that yeah like I felt like I was like leaving Chris like hanging to drrive while I'm like supporting my doctor for 80 hours a week and like and that's not my business that's like you know like and I remember like I'm like I'm like you know YouTube is complicated but like we're smart like I feel like we could do it so yeah so basically yeah that was like a weekend

I think like that we finished viid Summit like wrapped up Chris went to Inner Circle right after and then I came home and it was like a perfect storm like I had a freaking 15-h hour surgery I didn't get like midnight and I remember like talking about somebody like it was a CRNA in the O and I was like oh my God vids was awesome and I like just kept talking about where our YouTube is going

to go and stuff like that and he looks at me because he's known me for 12 years and he's like so when are you going to tell your doctor quit job and I'm like like if he could if he could read this for me he's gonna my doctor's gonna be able to tell so that Friday literally within a week of Mastery yeah I quit my that was one of my favorite texts of all time like i'

I've coached a lot of people and and um when I found like there's like an amazing Creator there there's always someone behind the scenes kind of trying to figure things out and that's where it's like Amplified HX and then when I found out oh my gosh you're working a full-time job and doing this and you do all this stuff I'm like what could she do if she had all her focus in on this and um I

I'll never forget the text because I I saw it okay quit I'm like yes and and I want to talk about that because that literally transformed your business um from my my point of view and I I want to I want to talk about what's going and I want to kind of uh showcase where you're at now and then I want to kind of go back a little bit in time because I think this is going

to be really valuable for people uh but in the last 90 days you know um people would look at this graph and like oh okay you're doing okay 90 days you got 7.8 you know million views but when when you when you go into that cycle um it's it's about exposure because you you're you were doing uh well above I mean really high numbers monthly selling somebody else product at that time um and and yet it

was all about awareness and then creating people to come into your funnel which you had um and and it's just like okay great and then and then two I want to show the returning viewer because this one um as you're well aware I I get really sensitive if the purple's not way above the blue you know on this type of thing however there's certain type of channels that I actually think it's okay to look like this

and you're your channel is great on this because when when I look at it is like new people are coming on because they have an issue and a problem you're there to solve that issue or problem and and then they they don't really go away I mean they still watch more videos because it's like oh I really like the BL Professor I really like what you do and so they're sticking around uh it's it's not a

like a uh I wouldn't say it's like a value proposition where um it's like you're entertaining which you are entertaining in your videos or whatever it's like no they're coming because they have a problem they're sticking around because they love the community and and they love what you represent and then two um you know your mission uh from that and so that that alone is important and so uh I just want to show everyone the demographics

here because this one's uh not surprising it's like 88% female um you know and and then the age group with the that you have that 25 to you know 44 range uh which is the most massive age group and I want to I want to talk about what's happening to women's hair in that age group cuz like like you cracked the code and I I want to show like your best videos like we'll we'll show that

as well but you cracked the code but what was actually going on what was their problem that they're facing why were they coming to you on YouTube I think this is kind of getting into my Manifesto here but uh I I believe that it's the most frustrating experience on the planet for a woman to go shop for hair products just say it's a physical store there's a million different products and none of them actually do what

they say they're going to do so it's it's extremely confusing and it's extremely frustrating when you end up spending a lot of money on products that just turn out to be a waste so our our whole thing was how do we get people to stop wasting money go straight to the products that actually help them and that's where that's where figuring out their hair type and then the the product list lets them go straight to the

answer yeah and and and then two um I I think um everyone's using the product wrong I mean I heard you say that several times like they they don't follow the instructions they're like oh we're just going to do it and they're not really following what instructions on that um and I I don't I don't think he he'll mind but uh Justin who's the president of my uh consulting company the main parent company um he his

wife had um an issue and and she he shared your video went through and now she's a Believer man I mean she's like man this is so good you know and and you solved an issue uh because it's more about education of what type of product with what type of hair type and then two you need to be able to follow the instructions there's a reason why there's instructions if you do more it could do more

damage um when when you crack the code on that and I and I mean that uh sincerely because i' I've been to different places and they're like oh we just want to sell more product and you don't really get frustrated with that you're like no no no no no no it's about the education and the product is there is no perfect product yet you know and so like you got to got to see what type of

hair with what type of of um you know product but could you just take a second on that because I I want to transition after that into your most viewed videos yeah I mean it's literally the the the instructions on the actual products are wrong and and they send you in the wrong direction so it's it's really I think lot of people don't realize that the person that your wife or your sister goes to they call

their stylist it's not actually a stylist they're actually a colorist so they spend all their time on color they whereas I I I bought every shampoo on the market tested every single one of them as a salon or owner it makes sense it doesn't really make sense as a stylist so that's it's really just communicating that knowledge back to people and I think sorry darl a quick part of it too is as a woman going to

a salon setting you love getting your hair done there but you're so conf finded to whatever products are there if you go to a AA Salon they're like here's AA and you're like oh okay and they don't tell you they use it differently then like what Chris said like the instructions on the bottle or what have you they use it differently and they don't sit there and educate you on it so you walk out with like

five products that you don't even know how to use and then you try to reproduce the results at home and you fail and then it just ends up going under your sink and you're like all right I guess that didn't work yeah so I'm going to put Justin's uh comment in here my wife cried tears of sadness when her hair was being destroyed and tears of joy when her hair was F because of Chris and Leslie

and and it's true because it's like what what people will always do is promote where they make money like that's that's what you're going to do right they're like oh this is the products that we have so we're going to push these products even though we don't understand what hair type it is because we're more colorist not stylist and and so there's that that Essence but what you want is you want to just help people like

that's it like we you want them to have that conf like what you were saying Leslie when they're going into that Salon as a woman how that actually feels and and what it actually represents and then two um I I found that bad behavior is learned too so they might have uh maybe not a knowledge of what's going on and someone gave them a tip and and they're destroying their hair and they want they don't understand

why you know and so they're coming coming to you specifically so um I do want to go to your top viewed video of all time um and and I want to break this down and I I want uh I want uh people to look through this as a funnel um and and now that we kind of explain the process of the funnel but uh this is your number one video of all time the secret of uh

uh to fixing oily and dry hair okay and and so I really really really like this thumbnail it's good it's captivating um you know there's a lot to it um and then you can see that this has gone for 666 days so 666 going on it's a little bit probably more than that's what they're activating there but talk about what what that video represents and then and then you know what was your strategy um you know

in in the conversion aspect of it like the funneling aspect and then two your content strategy because I I I noticed a theme with your content um from there yeah so this the it basically came from talking to clients really it came to talking to clients talking to people in the comments and answering emails stuff like that that was the most common problem that we that we got and through YouTube research like we didn't find it

anywhere else but people kept asking us about that question and it's really it's obviously it's two problems in one it's it's the oily and and the dry part so it basically it makes you have to understand the entire process of your entire hair routine which leads to a final of honestly at the end of by the end of that video you'll realize that you actually need to be using less products but the right products so you

can cut out a lot of products and just have some for fixing the oiliness and some for fixing you're gonna save money by doing less products and you're gonna solve your problem right yeah what what did that do like for uh people trying to figure out the the product type because it's like like did did you see a big spike because that was the the whole thing from there was just like boom boom boom that that

that more people were coming on and it was a constant it was a constant uh uh um amount of views coming in uh it was an evergreen thing you can see it still climbing today after being uh you know well over 666 days into it like that's massive but is that a is do you see massive traffic coming from that was that momentum that was coming from there like what what did that translate into uh cells

yeah when that video when that video came off it translated a lot to sales because the way to fix it is is with products so it definitely translated a lot to sales but it also kind of lifted the whole Channel people would come in for that video for that specific problem and then they would go off to other videos on the channel for that and it really lift in everything it's it's obviously it's not bringing in

as much sales as it used to but it's still it's older it's an older and like like YouTube will um you know um will do a lot I mean it it will go so much but when you have newer content it's going to always promotee newer content if it's like you know to that audience but it will always hit the other um but from a Content strategy uh you double down on it um so when when

we go to the second most viewed video of all time similar thumbnail right so it's similar thumbnail you're like hey I learned a little bit from it I'm going to go a little bit more um you know I I I think this is a video that uh when you're going through Channel jump start or whatever well this one no no this one's prior was this a a prior video I think this was because this is like

700 uh days so this would this would have been prior so you learn from this one to do your your better video right yes uh hair care mistakes that will ruin your uh your hair I guess right yes yeah yeah that's that's right so s same thing on this one this wasn't this is not growing as much um you know per se and then um let me do this other one maybe it was this other one

that I was thinking yes that it was uh uh so you have similar type of things this is for longer hair and stuff from there um yeah so on this um I want to just do this last one which is the um videos of all time and and I want everyone on the live stream right now just to take a gander uh uh at the thumbnails right um and and rarely are you seeing the female's face

uh you get to see the back of the hair and why why does that work like what what what is actually going on here because it's like like you've the code you're getting millions and millions and millions of views on this um and and and it seems perform better in in that uh scenario so like what would be um what would be your thought process on your content creation and then also like when you wash rinse

and repeat pun intended on that one so uh I mean the main the main thought is to focus on the hair and when you almost when you see a person with a face you're focusing on them as a Human Instead of instead of just the hair so so we really wanted those eyes to go to go straight for the hair 100% focus on that more than anything and and I think too um you said a little

bit earlier which is you're listening to people in your salon you're listening to the people in the comments and then two if they can kind of see oh I have that hair type or I have that problem without seeing the person it's more just the hair shape right they're more they're more I I have a problem like that or oh I'm curious on that one right so it kind of pulls them in even deeper right exactly

yeah they can see themselves within the problem it's not another person it could potentially be them yeah um I I definitely want to go more in depth on this but I think this is the right time to reintroduce uh a conversation that we had and it was when when um you first started to come on and I said you got to do your own products and I think I even clapped like that because like when I

get really excited I do the little clap and focus in on like that and I know that you were kind of intimidated by it because you're like I've never done this before but I know exactly what needs to be done I remember uh vividly you're like I I this is a scary new world because like we're going into this um but I know exactly what the uh uh product could be um because of uh what I've

noticed over my industry and then two you you mentioned another thing which was Paul Mitchell you know you brought in Paul Mitchell specifically and and talked about that a little bit and I'm like man this is really cool if you can really crack the code on um you know getting the right product for the right type of hair and then expanding it out so what would that be and we I asked you very specific what's the

first product that you want to create so let's let's talk about that yeah so the very first the very first product was our shampoo and conditioner for for fine and medium hair and yeah it was it was definitely extremely intimidating yeah yeah and and like let's talk about that so it was um kind of a several uh several discussions that we had of like how to how to build this out how to do it properly um

so you selected the product why did you do that product first like out of all the different types of products why did you do that one first well we we were lucky that we already had sales data from before when we were selling other people's products so we basically said what's the most important what's the biggest seller and and it was it was the find finding medium hair is the biggest category that's that's 80% of America

so we decided to go for that so we' to help the most people first yeah yeah so you had the cells data you could okay I know what would work really well in this if we were creating it and then and it was like just trying to find the right product um so you just didn't white label something you actually developed your own formula like go through that because I I don't think people realize how much

effort like if you're going to do your own formul fora I mean yeah you could slap a label on something and and good to go but you weren't doing that right no there was there was no way we were going to do that and number one just every stylist dreams of making their own hair care line so they have exactly what they want so that was that was a big that was a big thing for us

too yeah we we designed it from scratch and do you remember all the days we tested it oh yeah I remember everything because even on my hair I mean there was probably like a solid six months that I didn't use anything else besides whatever like sample they sent us when we were trying it out it took it took us about two years of testing where we recruited our entire neighborhood all our friends we had everybody testing

it yeah and I and I remember too it's like oh we're gonna we're gonna like use this in the salon and see what people think and really go through that whole process and you know there's been some great content from there so um and then and then two I this is what I want to talk about um instead of the oneoff sell um I I I'm not a big fan of the one-off cell by you know

because it's like a lot of work to get that one cell and then it's a lot of work to get the the other cell and kind of building Brands and uh beauty products right now I mean you know they're they're buying it where they shop you know and and then two uh online um you know there's different ways that they shop and so you found a way to take them through the funnel of hey let's find

it the right product and then go from there but why why did you choose the path to sell the way you're currently selling because I I think this is really really Key by the path do you meet subscriptions subscriptions yeah yeah yeah um well I mean I I have you to credit a lot for that you you did it though because like it was just an idea like you had to execute on on the idea but

it uh I I think the big thing more than anything else is um you know the if they really love the product they're going to always order and I I I probably do more subscriptions than I should because I'm like an auto order right because like I love the product I don't want to think I just want it delivered right um and so take me through that process of you launching the product um you know and

I'm going to I'm going to uh kind of go through this too uh but take me through like launching the product and and that first sell um you know that that first sell and then the subscription and what you learn from that because I think this this right here I know everyone can benefit from uh you know just thinking bigger because this is a big this is a big thought process and then taking actions uh but

how it impacted uh you and your business as well um I think a big part of it is like again like understanding your audience and understanding the pains and problems that they're going through is that they don't want to end up at Ulta staring at 500 products and trying to figure it out um so an ease of it is the subscription as it's effortlessly delivered to you um a big headache for Chris and I um behind

the scenes is reverse engineering how many SS of shampoo and conditioner will last them that long like everybody thinks it's just magic that we figure it out but that's us like opening bottles testing it over and over again um just trying to reverse engineer how how long will this last them to make sure that they're not getting the the worst thing you can get with the subscription is when you get it too soon and you're like

dying in all this product or if you're just waiting for it to come so that that took us a while but it's just again like listening to your audience and figuring out the pain that they had and wanting to take that away from that and for for the first sale we we did we did kind of like a launch we didn't just throw it up on the website we uh we hyped it through emails we made

a video or two about it and uh we blasted the email list and we got a really good response in the first first seven days we actually ended up selling out in the beginning well let's talk about that because I I I like to be cautious and and even though I'm very ambitious I like to be cautious and I remember hey how many products are you g to go with and what's the subscription going to look

like and that this whole thing and Leslie you're kind of like Leslie's like this amazing business person like like I don't even know if we could do it justice on this and I remember she's all running numbers and all this other stuff of of what it could look like and I'm like okay um it'll be interesting to see how fast she sell out and I remember uh the conversation Chris you're like hey if it's a couple

months it's a couple months and I'm like I don't know man it it like I don't even think you need to push that hard based on your previous cells that you've done with the other thing and um the uh the the way that I kind of work with my students and clients I like to do toll in the water campaigns and so this was like the toll in the water campaign for them it was like okay

um here's how you um exercise and warm up your list to get excited behind it uh here's the type of videos you can do and we can jump on a live stream and you know do whatever we need to but literally you sold out faster than like the whole plan the whole plan like we didn't even we didn't even go through the whole plan we had to like stop because it's like you don't want to create

so much demand if you can't fulfill on it and so it was like the plan was there and within seven days you you sold out but the great news about this and this is why I love um you know this is why I love uh subscriptions is because what uh Valentine station says it's recurring Revenue it's predictable Revenue it's like hey you have it it's like the acquisition is hard but the retention and and lowering the

churn rate if they if they love the product they're going to want it right and they've already signed up and it's you have credit card on file and it's just like okay let's let's get it get it going from there um but what did that do like like as a as a business owner what did that do for you to sell out in seven days your confidence um and and then how did you respond afterwards like

because like now you have it it's like a well oiled machine right now yeah well I mean right right after that we were upset we didn't order enough because we would have wanted if you want to listen to me I'm just saying good I was scared to be honest with you like I know that everybody gets excited that you sell out but for me I'm like we're on subscription like they need this in three months like

we need this next order to turn around like so I'm looking at the logistics and just freaking out of how we can get this fulfilled as fast as we can um it's a it's a great problem as people call it but it's still a problem um so uh yeah that's that's how I took it but I mean it's it's humbling though too like it's it's great to feel that like for us when we when we came

out with this product there's nothing like one of the things that we stand on is we've we've recommended these products like on this recommended product list for so long we're never going to put out a product that isn't better than what we already recommended and people understand that now it's not us just selling our product line it's us selling like a product that's going to help you with the problem you have yeah and in three years

we've only come out with two products so that's well but but that's that's the important thing is like you're not going so fast you're like oh okay now we have like 10 SKS you're like literally going we're perfecting this we're going to make it really good and then we're going to expand out and then two I I don't think people realize uh when you do the subscription line they have these added perks too right so there's

a couple other things that are bundled with that um that says oh okay you know I'm getting more but it's like it it's it's very unbrand and and it's very uh uh consistent because like I can guarantee you uh I if I go into the other room over there into my uh master bathroom um it's like I can see your your uh shower cap in there it literally like your branding is right there like it is

and your product's off to the side cuz my wife uses it too so it's like it's like yeah it's it's it's pretty amazing and so um when did you feel like you had the first product down where you're like okay we got the orders we know what what it's coming in um you know consistently and we're staying on top of it so we don't run out U and we're fulfilling on it and then two at the

same time how do you start goosing it where you know you're getting more more traffic uh to make more sales and stuff like that technically this is so this is Leslie's job so yeah so I will say I'm gonna be completely honest and straightforward here and I'm GNA tell you we don't have it figured out because if a YouTube video takes off so does our inventory they go hand in hand so I can forecast where our

subscriptions will go but I can't forecast like when when a YouTube video takes off then I'm like this is great again another great problem like we we have this amount now I need to reorder and get that timeline even shorter and shorter so um it's it's a working in progress but I feel like we're getting a way better handle on it um and and I feel like from where we started to now where we're at um

we can we can predict some things but of course we can't predict at all yeah yeah it's kind of like a catch 22 because it's like if you have too much inventory in storage in your in your facility it costs you a lot to have that right and then it's like what's the right balance and you want to be ahead but it like like I've always explained to you guys and and and now people on the

live stream it's like you're only one video away of just popping off like when that happens it could put you in a very interesting predicament you just need to know how do I respond so I I know how you guys respond big influx you do another order I mean that's just the way it is you just do a bigger order you try to anticipate uh but you know at least what your Baseline sales are right because

you you have hey we have this order and we just have all these new people coming in and and so we just need to add more and so it's it's a beautiful process and I think um one one thing too that you guys uh uh definitely are well aware you know just because you have a product and just because you can get the sales on it doesn't take away from the distribution of it distribution can be

a hard process what have you learned there because that right there I I think a lot of people uh get demotivated when when it does when it reflects badly upon them of not getting it put out in time and stuff like that yeah I mean again sorry I guess my domain um I will say one thing that we we have safeguarded and we perfected is that we will never run out for somebody who is subscribed and

that's a very big deal like if you a subscriber you are guaranteed to get that order on time and that's something that we've narrowed down when it comes to distribution that is honestly the one thing I can say I can sleep at night and actually feel great about out um we were lucky we went to um it was actually when we were in Mexico last year um we uh talked with you guys and we got a

really good 3pl out in Michigan and Chris and I are the types of people like we're gonna fly out we're gonna go meet you like we're gonna talk with you and we did and like it's the best decision we ever made um like I had an issue with shampoo getting there on time the other day and it was like stuck in one area and I was like hey do you mind so I can open the store

a day earlier if I just ship to your house instead of because it might get there on a Saturday and he's like Leslie if you want me to drive to Tennessee to pick it up I'll do it I was like how did so lucky so distribution is just like I'm I'm lucky because they watch our inventory I watch our inventory so it's not just relying on me to watch that um they're really good about it so

I I feel like like we're blessed in that area in all honesty yeah yeah so when she brought up we were in Mexico so part of my group coaching will go uh we like three three events um you know throughout the year there's something about meeting in person and so you know taking taking Uh current issues or problems and discussing it and then there's also education uh that's what we do and so um you know and

then and then two uh one of the things that you mentioned is like oh just because of that it led to where we're at it's like opening doors you know trying to figure out the right people that's that's that collaboration which is which is awesome I darl probably two to three weeks before we went to Mexico maybe even a month calling different 3pls getting estimates everything literally like within the first three minutes of us sitting down

an inner circle Justin's like to talk to it was it um bradden or yeah bradden I would walk over and he's like hey blah blah blah the next morning before we started our like Mastery um we were on a call with Nathan in Michigan and H like it's insane like five minutes of inner circle like work of a month vanished we we're good I guess I'll do a pat on my back for Braden for those that

don't know Braden's my Ops guy so like for operations and he's like he thinks in binary so we we work really good together so it's it's awesome okay so let's let's go to uh let's go back in depth like um and I think there's a lot of things that you learn H and I want to do the top videos of the last 90 days so this are the top videos last 90 days we can see the

theme and and when I look at this it it's like oh these are these are honestly uh videos that are going to drive traffic to sales and subscriptions and and then two those subscriptions are are going to be repeat customers because the product's really good and then you have a process to educate them as well because you're not just giving them product you get you give them education with the product um and so um over the

course of the last couple years um you you now have two specific products that you developed and and for the subscription model how has that transformed your business uh because now you're not selling other people's product uh per se to to to to make ends meet you're selling your own product and you're getting loyalty and and and love when it comes to that um how's that changed and transformed uh your business it's been I mean really

just having control over it and be able to make exactly what our customers want and tailor exactly like other products are never going to be exactly what you want so these fit our exact instructions our exact routines and then it's also but just in terms of margins as well like the margins are so much better the the only problem is you have to put those margins back into the ordering more inventory right so it's not get

to keep all that money but it's it's been an absolute game changer with the subscription the the security of we we we can pretty much say we're going to have at least this much coming in even if the channel goes down or anything else happens we have at least this much coming in and it just it lows the noise lows the pressure yeah I remember um we uh we we were sitting in a in a meeting

and discussing kind of uh Vision casting and and you guys are you guys know I love to Vision cast I love to goal set and and I remember you sitting down he says I would just love one day uh um you know just to have my product in other salons I want people pushing the product there it's just not not just what we're doing subscription wise but I like I Envision this going here and then you

kind of uh Vision cast that and what I love is when when you know where you're going it's easier to plan to get there right if you have no idea where you're going it's like okay you're going to kind of Hit or Miss and stumble and you might find success but you're literally on the path I mean I I I'm I'm hearing words of expansion and where you want to have different things I'm like wow like

like just to even imagine having these conversations uh a couple years ago is like unheard of you know and and now you're at a place that you can do that you know you're you're you're at least having a plan to go there and so what would you what would you say to the people that were in your situation coming on YouTube and and trying to figure things out because this where I want to Circle back because

you learned a lot over the the years of being in business as a business owner you learned a lot about how to use video to uh convert uh but also to grow and then to uh sustain and so what what what advice do you give to people that are just trying to figure things out and and just get momentum one of the biggest things to me was we wasted a lot of time just trying to figure

it out on our own and like YouTube is so big there's so many variables so many many different topics and stuff like that that it it really help you can save two years of your life by just having somebody take it by the hand and like like the like your your your your uh your Jump Start program like it it the Playbook is known The Playbook is out there and it's it's amazing like you need to

run the Playbook instead of trying to figure it out a whole bunch of one-off tests it's gonna take you forever well and and I I think too it's it's um and this is really important it's like there's people that can know what to do and when to do it but what I really celebrate is like you really dug in and did exactly what I teach and I want to explain it is this you need to understand

your viewer you need to understand exactly how they operate and what they find valuable what they find a waste of time you know kind of anticipate them and you took so much time and effort even to this day you're always surveying people like I I realize that people they they get they get to a some status point and like oh I got it all figured out and you don't you're like always trying to understand them better

both you and Leslie are doing that right you're trying to try to get a little bit out of them and and it's these micro questions that lead to a really really good opportunity for product but also for videos um how important is that like what do you do to really understand your viewer um even more I know you talked about comments you talked about people in the salon but what are you doing today to tr really

understand who your viewer Avatar is and then also your customer Avatar you want to talk about the calls um you can I would like we the the the biggest thing um is surveys and stuff are great you know but I think there's no replacement for actually calling and getting on the phone face to face is better but getting on the phone with customers so we'll we'll get together and we'll just go down our Shopify and just

call random numbers yeah the other thing too that I think that's really intuitive that helps is for a while Chris and I were doing all the customer service emails and you learn so much about your product your your consumer and they they they email us all the time about hair questions and things and I can tell you that almost all of Chris's emails now have come from a conversation or like either in the salon with a

client or via email of somebody having a problem and us you know figuring it out and realizing hey it's not just this one person there's probably hundreds of people out there who have that problem but I'm just going to compliment you for a second like darl like you said like Chris digs deep like every like every time he came from back from inner circle with you like he'd be like I what are our buckets and I'm

like what are you talking about because that's when I was a PA I what are you talking he like what are our reoccurring videos that we need to make that do well you know and like he kept coming back with like a spark or like when we were in Mexico and you're like know your audience and blah blah blah like literally like you give us like a 10-minute break or something and then we're like going through

all the comments and everything like he just doesn't turn off like that's his whole thing so you take a lot of initiative immediately and you just don't you don't quit yeah I I I would agree that that he's that way and like like I said I've had a lot of students but you're really hyperfixated on on the audience and that's what I care about and then two I um I I always survey people and I love

that you're like hey it's great to do like a a written survey but there's so much more that you can get out of a uh a verbal survey like via phone with your customers but I always like to do meetups and the reason why I like to do meetups is because you get to have those conversations with people um and it it can validate a lot you can see oh what age are they you can see

how their hair is or whatever whatever it may be whatever you are as a Creator you can get a lot of that I I get a lot of value out of that and then two I also get value out out of one question that I asked them um why do you watch YouTube and and some of them like I only do it just get information or I like the entertainment or you know it's my only source

and then based off that I I asked an additional question which is what are some of the other channels you watch and it gives me context uh of more of who who they are and what they find valuable here but also what they find valuable over there and one thing that I noticed with your content you've done that too because I I can see in your content you you kind of pepper in these moments that they're

like oh my gosh okay I I'm all in on this um because you're really speaking to them on a deep level of where they feel like oh I connect to to Chris and and I really Li love I really live lock loves love live like I really love live lock love love locks love it they love your brand right um the L to the third power um and and so they're they're coming back for more because

they're like I can't m a video and then two it's it's like they're learning something and then two I noticed that you have a really high engagement on shares like people are like oh they speak to me they're saying this if they have a problem you know they're sharing it with their loved one or friend and so it creates this feedback loop coming into it as well so um yeah so tell me H has that um

when when you when you get the aha moment of talking to them or what you're doing through comments how does that impact decision making of what to do next um and and how do you how do you elevate that on on content creation um I mean really when we so it's always a test in the beginning we we we hear we hear some feedback we start to notice the trend and so the first thing we do

is we test it out we try that in a video and then we'll actually we'll actually go back and we'll sometimes we'll literally talk to people in real life who watch your videos like did you remember this and just asking if they remembered that part seeing just you can tell them the look on their face within the first two seconds what they thought of it so it starts with the test and when we find out something

that works we try and put that in as many videos as possible yeah and I think like when we meet people too like it's so humbling like honestly meet and greets are humbling or when people just like fly to the salon like that's surreal to us still like that happens all the time we're like why are you coming to Fort Meers Florida like this is not exciting um but they come they come to meet us and

it's great um but we always ask them just like you asked the questions like why you watch YouTube and stuff we always say like how did you find us like what were you actually searching for that got you to our and it's always like oh I was looking for a problem like I had a really bad like uh styling job or something like that and I needed like a product to fix my hair and then I

just started binging you so like it's it helps us kind of figure out what is the entry level video that's getting them to us yeah yeah um Let me let me give a little bit of uh gold um this is a golden nugget for all the viewers that are on uh this live stream but so many creators focus in on the title and thumbnail and they put all their energy there and that's where they should I

mean you got to get the click you have to earn the click to get the view right and then and then they really focus in on that first minute and they they do a great job uh believe it or not um one of the things that I have focused on over my whole career is what is that moment and and what is that sharable moment and and I and I do it because of advertising I do

it because of uh humans innate desire to share like we we we actually have the internal desire to share with someone that knows and can identify so like right now I literally got pinged three times on this live stream by my daughter and a few friends of videos I need to watch you know I I I did and we're always sharing as humans and that's kind of that human culture that's there and so for me um

I I relate it back in my book um the YouTube formula and if you haven't read it it's a great book uh to to Really uh digest it there's information below and if you want a free book um just uh put in there I think we got our mods that can send you to a link for the free book if you don't want currently on it um and there was a moment that uh I I saw

a piece of content and it was uh ire strikes back and is when it was revealed that Darth Vader was Luke Skywalker's father and I freaked out and I was like oh my gosh that was so cool and it was so unexpected and and that was that that sharable moment that I that I definitely wanted to engage uh and share with people and I I could not stop talking about it and was spoiling it for people

but I just like I just wanted to get that uh you know that engagement um and so from that moment you know I just like what is the sharable moment you know in it because like there's a moment that it speaks to us on a deeper level and that's the moment that they trigger and share and I found with your content you have uh some of your most shared videos have not one but multiple sharable moments

where you could literally see the engagement coming in because people are sharing you know that moment very specifically um and they're like oh my gosh that I know someone that we were just having that conversation and so you go from there and so I think all creators when you're thinking about creating a video it's like come up with the title come up with a thumbnail come up with the hook come up with how you're setting it

up and then ask the question what is going to be the sharable moment that is in the video that they're going to want to to share right it's like it's going to connect with them on a deeper level and they're going to go form more people that would find that valuable um so definitely definitely definitely uh look at that and so when could you go through your process Chris because I I think you uh you do

this naturally and you're thinking you're thinking it as as okay here's my value prop which is great but it's always that sharable moment you you do something that just kind of pulls them in and it it takes more effort on your behalf of preparing for that and then it it it it creates this feedback loop you want to talk about that for a second yeah so I think in the very beginning we didn't really know how

to do this we had to learn like what what they actually like but once you learn what they like then you can kind of start to engineer the story around it oh I think we just watched you there you go a lot a lot of the time it's uh it's stories from customers especially ones that have kind of like a disgust reflection almost like dirty hair dirty brushes things like that a lot of times people like

that just grabs people and a lot of the time we try we try and hint to keep that somewhere at least reveal that we're going to talk about that earlier in the video like towards the intro instead of just stashing it at the end of the video and I think also so like I think actually when we were in Mexico you told us about the sharable moment and to like look at it and like Chris Chris

being Chris on a 10-minute break we went through and we looked at all of our sharable moments and a lot of times I feel like because we're so in it we don't see it like one of them was like oh like we tell people don't lather and then we like said on the video like don't lather because like shampoo is binding to the oil in your hands as opposed to the oil on your scalp and people

just kept going back and that was like the peak or like that was like the sharable moment of that video but for us we're like yeah we know that like so a lot of times too we we put stuff in there we don't realize that that's going to be a big thing which is actually kind of exciting yeah and one of the things that I teach all my students to go back is look at the video

and see where the spikes are at right so there's a spike there there's something going on either they rewound it they tagged it as a comment where they're clicking on it going directly to that or they're hitting share with a Time code that's going directly to that so it's like you're creating a lot of those opportunities but it's like oh okay there's something there that you need to consider and then when you start seeing a theme

oh here's here's when I do X Y or Z and this happens then then it's more predictable and it's creating that that sense of predictability of getting people where they're like oh my gosh I I would I find this valuable but now I know four people to share with right and that's that whole that whole aspect which which which which we love right okay well um here's here's here's the thing um would you both be open

to answering some questions and and engaging a little bit with with questions here yeah open I'm the cat in because she's going to bust down this okay all right get get the cat in that'll be great um I I love it how decoy voice is like oh my gosh I never knew not to lather it's good information I'm like yeah I just learned something too so so great um okay um since since everybody's coming on um

why don't you give them like everybody's like saying the same thing ey lather I didn't know that that's what you're not supposed to do blah blah blah BL blah that's that's great so you need to subscribe to his channel if you if you have hair issues like he'll give you all the tips from there we're going to stick with YouTube tips here um but before we get into the Q&A um your case study is is going

to go into version two of my book I'm I'm just writing version two of the book um it it it literally is screaming your case study because it's everything that I love it it's about a small um you know shop that that is impacting the world utilizing YouTube and your strategy but I also want this um I would love and this like you guys don't know I was going to ask you this but I'd love for

you guys to actually speak at vidsummit so would you be down I know it might be scary but would you would you speak at definitely uh I'm going to connect you with Caroline and we'll we'll get you uh going on that but like who wants to see them at stage of VI suit put put it in the comments right there um and it's gonna be so great I I can't wait um okay so let's uh let's

kind of jump in and get some questions going on and uh I'm gonna give away a couple vid Summit tickets today too so you want to stick around for the the Q&A portion as well um okay so let's do this uh what if your views live in a different country such as India and the US uh do you need to make different personas like this is coming from Milan uh gaming so what would you do if

you had uh I think you had 40 uh 40% of your traffic was coming from the US right um what do you what do you work on there uh we we we actually get a decent amount of traffic from India in India just the culture really revolves around around hair hair's a really big thing I want to say we're 10 15% India something like that um but really we we keep everything the same I mean I

the way that I judge this is from we get I get a lot of emails from people in India and I kind of asked them talk to them um the one problem is they have different products than we have here in America yeah but in terms of Storytelling and video and topics it's it's literally the exact same yeah I think a big part of what we teach is like you categorize your hair by your hair type

so it just depends again it funnels into that quiz that they take that survey and then able to figure out what products they need for their hair type and then if they can't find them they always just email us and we tell them what products are compatible or most compatible there um in their country love it love it here's another great question um what percentage of total revenue comes from your products and what comes from the

percentage directly from YouTube from ads uh quick math here probably five less less than 10% less than 10% and more than 5% is ADS everything El 90 to 95% is from the product line yeah and and they they do pretty good on ads I'm not gonna lie like it's like getting into the beauty space for RPM cpms is pretty pretty decent and so I'm not GNA lie it's like that and being five 71% uh that's pretty

impressive and and two it's like when you don't have to worry about you know the views like per se is like getting a whole bunch of views it's getting the right View and that's what they do it they got the right View they have the right type of viewer and when that happens it's magical because you get magically higher RPMs and then you also get conversions if you have if you have a a system on the

back end which is a great question um okay um this is about CGS and I don't normally do the uh Channel jump start questions on this call I leave it for you know that from there but um as someone who's starting out in CGS is there a way to talk to you about pre-production process um so let me let me just do that um pre-production is probably the biggest Focus that we focus in on in Channel

jumpstart like it's like literally creating a plan um and then executing on that plan and I and I think a lot of people on YouTube they don't give enough thought of doing pre-production and then knowing the production process properly so we we go way in depth and so I would say from pre-production to production that's literally half a channel jump start like like literally half a channel jump start we focusing on that now where we love

is how to modify so we we plan we execute uh we um we plan we execute and we analyze and adjust so this analyzing and adjusting phase um is is something that I teach and that's the other the other half of of channel jumpstar for sure so great question from there um oh okay all right um let's do this one this is a great great question so next one is there a strategy for posting a short

to uh long same day wait for 24 hours to post a short or to post a long again any advice on strategies to post short or to promote long so do you do you do shorts at all not not anymore we we plan on in the future pretty soon but we we've got our hands full long right now yeah and why why did you steer away from shorts like what was the the reasoning behind I think

I think you need to give context on that one too so yeah so we we used to get tons of views from shorts like more views than long but they just they don't convert as well they in terms of from a business perspective it doesn't really make sense and I also feel like from a connection perspective people don't get as connected to as they would in a long form yeah and and uh just to answer the

question you can do we actually did a interview with Mary Allison I would go check that out um it's it's it's definitely on the channel there she talks about her strategy to do that and the last couple live streams were short form going to long form so like you can go in depth on that for sure all right next question is coming from one of my favorite people of all time uh I just love her to

death which is hopescope so hopes scope has a question what type of content or integration placement would you find that converts the best for yourselves um so we we never actually do any outside Integrations we we actually only promote to our own stuff um and we we really so our format is kind of like you have this problem we want to get you to the solution so we show you how to get to the solution and

then it's basically by the way here's the products you need to get that go to go to this website to get that solution for yourself I'll answer it too though I feel like um to answer what type of content um for females um the negative stuff really works for us like mistakes things that ruin um we did a video attacking Target products and as a woman who loves Target I was even like stirred by that um

and hair growth videos are a big one for us every woman wants to know how to grow their hair yeah yeah I I look at this uh hope as a couple things so first off like they're they're more of a problem solution type of content where it's like 80% that's what it is and then and then bringing the personality the other 20% uh for for your your type of stuff like they do integrate products and they're

showing oh here's this but we want we want you to go deeper with it to do a survey and get the exact right product for you and then that pulls them into kind of the sales mode we like oh let's try this out and this would be a great thing I think for you it's um like and I look at it the best thing you could probably do is um you know that that beauty routine is

something that they do every day and it it would be uh take their makeup off like they literally take it off like how do they get ready you know for for bed or whatever that may be at that age group and so you know having that portion of it is like integrating it some way um there there's some fun things that will convert for sales but I think it's just more what is a common thing that

that most your audience would need to do and and you know putting on makeup is one thing taking it off is another and going through that process but um there's there's great ways to do it for sales and then two um uh knowing what converts is is is key so sometimes when you have a brand that you love which they did they had a whole bunch of brands that they love it helped them Define the brand

that they could create too you know and what integrated from there so really great question on that um um let's do if you have another question um just put it in there what is the best way to implement sharable moments for educational content is it really having valuable information or having a meme Etc I I think the biggest differ between educational me everybody knows like a Mr Beast what the ending is goingon to be like what

the payoff is but in in educational you could have a lot multiple payoffs um and really the way we do it is we like to tell it in stories honestly we we these are things that we've done in real life like in the salon every day like working with her so we'll just take the highlights of whatever happens in the salon and then just tell that exact same story with a little bit of animation and I

mean like you everybody else was in the watching it too so we know what people like and what was interesting or not so we just take real life stories yeah well I I would say what he said prior which was oh you're not supposed to lather and here's why and so that is a sharable moment because we just saw in the comments I like wait I always lather like I didn't know that and if it's like

I didn't know that but you explain why that is that is a valuable moment and when there's value education inspiration you know um entertainment you know um motivation that that that that will be that sharable moment um but the best way I look at it is it depends on what type of content uh you're doing um I I believe that if you just look at what you what causes you to share and what is that moment

you start identifying that and you do it through the lens then you start seeing it differently of what sharable moments mean uh but for me it's like what is that moment that I've I've T told the story well enough I've educated them well enough that I I surprised and delighted them you know and and that's what we want to look at so very great good question there so let me do another one um do you recommend

uh storyboarding and detailed scripting or outlining the story points just curious on your process would love love your content watch uh I watch them when I'm having a bad hair day and needs inspiration a we we do a honestly I probably spend 20 hours on script just to be it's like for for for talking head videos it's probably about 20 hours to be honest with it's it's a lot of time it's a lot of scripting and

I don't it's not just to get the video done it's also the scripting is to to reformat the ideas in better more sharable ways that people can understand easier so there's there's a massive amount of outlining a massive amount of scripting absolutely I do remember Chris when you told me your process for pre-production I'm like wow like like most people don't go that detailed and I'm like but but it shows is that you care and and

you want to help people and and you don't want to just spitball right you're like no when they come in I want to be through this uh specific process and I if you haven't checked out the channel definitely check out you can see um it it it's scripted but it doesn't feel scripted you know there's there's this this authenticity that comes through which is great so um all right a very important question here what is your

cat's name there you go um so we are huge Marvel lovers so her name is Jean Gray because she can turn into the Phoenix there we go there we go oh I love it I love it um let's see here this is great okay here's here's here's good one uh coming from our friend Timothy gun uh do you find yourself running out of ideas at times um if so where do you get where do you find

inspiration we Absolut we run out of we get that feeling of running out of ideas literally all the time but I think I think you kind of have to get over the fact that you can do a video again like people people want to hear like the things the topics that work people want to hear about them multiple times you can definitely do that and then at the same time we'll just we'll look at I I'll

just I like watching other YouTubers so like watching YouTube videos from other niches and taking their ideas like we'll literally just rip off their idea but it's completely different because it's hair products like it might it might be like motorbikes it might be like uh something crazy and in our Niche it's completely new well let's not say ripoff because like you're not they're not you're not really doing that if you looked at both videos you wouldn't

even tell them that they're the same video so let's be clear that it inspires you right they inspire you to create and and one of the things that I found and uh this this is always surprising um when when I coach someone and they come on I I ask them you know how do they watch YouTube and there's so many people that watch a ton of YouTube but they don't watch YouTube the way that I want

them to watch YouTube and and the as a Creator you want to you want to watch YouTube as a student and I don't mean go going on to you know Nick Nim's Channel or my channel to to to do it no it's like take take a really cool Channel and and ask why why does Their audience respond so well to it like what is their storytelling process why did they choose that thumbnail or that that that

title you know what's going you know in in depth on that right and oh my gosh bikes says I'm getting inspired did he say [Music] motorbikes like like that's so fun funny but it's like you know going going through and watching YouTube the right way which is hey there's something about this video that people love what is it and and going and defining that is is it's great you know it's like that that's what we're trying

to do um and then too don't get me wrong I think um you know YouTube education's really important but really it's like it's simple it's like get people to click if you can get them to click then you got to get them to watch and watch longer okay great and then you got to bring a value proposition great and then after that all all we need to do is get them to watch another video there's the

there's there's a YouTube formula right there you know that's it and I think we complicate the process but there's something you can learn and and I think too uh by getting inspiration by uh another uh uh YouTuber is great but it's like how do I make it my own and and that's what you've done like you've literally done you know uh you done that process where you like get inspired by all these different creators and okay

what can we do and make it our own which is great so I was gonna say one thing too Daryl is I think that like again it's back to audience like there were months where Chris and I did not want to make the same videos in a bucket we're like another hair growth video another whatever and we just have to remind ourselves it's not for us it's for them like it's for the new person who lands

on our Channel and hasn't seen that video yet um or hasn't heard it a different way that's a that's a very powerful whole statement that you just said is you're you're creating videos for the potential viewer so that you know they're just discovering us that potentially discovering you and they have no idea that you made 167 videos like they're only seeing that one video first and you know they can go deeper and so don't be afraid

uh to to Really wash rinse and repeat similar type of topics and and even though that you've done it two years ago doesn't mean you're going to ever see it you know so you know you could do that it's like how do you make it better is is what to to look at um another one um do you have any concerns about incorporating uh Artificial Intelligence on YouTube by other creators who are your competitors do you

plan to integrate AI into your channel and how I I really anytime it's my face or her face we really want it to actually be us but we do I think there's definitely value in uh like when we tell stories about our clients maybe using AI to to do the clients or maybe even especially like we like to do animations we talk about the science of hair a little bit using AI to have like visual visualizations

of like the actual science microscopic science I I could definitely see room for that but I I I I really want to be I hope I don't foret saying this but I really want to be if you see our face that's actually us every single time yeah I I love AI um I'm not going to lie I I I love it a lot there's so much that's going on it's a very disruptive technology it's going to

disrupt the world in so many different ways and then just mark my word like YouTube is using Ai and they've used AI longer than any other platform uh to for their algorithm and then two uh um the CEO of YouTube made it quite clear that AI is going to be used like these tools are going to be given to creators to use and they're they're developing a lot of the stuff and he's doing a roadmap from

there um my my thing is if you're looking to use it to replace you um humans connect to humans and you can't take that human emotion out and and and you can use it as a tool to help you uh uh speed up amplify but realistically it's humans connect to humans and and um not saying that technology-wise with this this type of content isn't on the verge of coming out where you can't tell uh I do

believe there's a lot of that but it's just more about really understanding the needs and providing that value and then and then you know making it more interactive and so I I'm here to tell you um there will be an AI apocalypse not where they're going to come destroy the Earth maybe well maybe that could happen I don't know you never know you never know with AGI and stuff like that but it's like um with this

I think there will be uh YouTube saying oh you know we're going to either uh demonetize these certain type of channels because they're abusing it um it's gonna happen like it it's written written on the wall okay so just use it to use it tools but not to replace is is what I would do for sure so but that's great question you know it's awesome okay um let's do um uh if you have a question go

ahead and put it in there I think we had another one I'm trying to trying to go through it um all right here we go uh um how would someone as a new channel analyze and adjust if their current videos have no Peaks uh CGS in 18 days can't wait well congratulations you're gonna be a part of you're gonna learn all this um but but what if you were starting a new channel uh maybe take us

through the process of what you would do how to analyze uh videos and and your content strategy what would you what would you do Chris I think a big a big part of starting out is you're actually practicing you're you're not trying to get 10 million views on your very first video so like get get the content out there try new things keep experimenting with new things and eventually you will find them or you can even

look I mean this is Daryl taught me this but you can look at other people's content and see what go in the comments maybe you don't have the retention graph you can look in the comments of other videos in your space to see what's also popped off yeah yeah that's great that's great uh and then we got some other cool people on look at this um mcken dogs instead of can cats are on here um are

you publishing videos to to a core audience versus publishing videos to more of a general audience for your channel what's the difference in those videos it's a really good question um we're we're really doing it for the general audience to be honest with you the the core audience is they're kind of with us any way you know we will do some videos like the more technical it gets the more it hits that core audience yeah but

we we like to keep it so that normal people who are just coming in that they can get it too I don't think it needs to be super super technical but we will have little bits where we do get really technical where the the new people may just like glaze over for two seconds but the core people will be like oh my gosh that's awesome so it's more just put a little bit like I I can't

remember where I did this training I know we just did it recently um like on a webinar but it's like the the the focus in on potential viewer versus new viewer um like I I would rather put a lot more attention on potential uh viewer like 80% of my videos would go to um someone that that is so General that they're just going to discover me for the first time and then 20% into uh that that

returning viewer um and that's that new viewer that's watching more than one video now a lot of people say well what about your core and hardcore I believe the core and hardcoree comes through those little moments in the video where they're like oh my gosh I love it when he does this or I love it when she does that and and and and then the hardcore person is like they don't ever want to miss a video

they know they know exactly what video you said eight years ago and they're gonna put it in the comments because they've been there since eight years ago right it's just like so great it's it's awesome all right here we go uh bikes and beards uh one of our favorite people of all time what is your filter process of deciding which ideas get made and which ones get dropped I love this question I mean a lot of

times we just make it to be honest and then we drop it in editing um like we're like oh this is not Landing like this is very bad um but when you script what do you do as far as I mean we we we start we kind of like if I'm if I I like to just throw things against the wall sometimes sometimes I'll just start a video and start outlining it and if if I like

it we'll keep going and if I'm like I don't see how this goes where I wanted to then we'll just drop and move to the next Daya yeah sometimes even during like the actual video like proc like we're recording and I'm just looking at Chris and he's like what and I'm like yeah I don't even understand what you're saying right now and he's like what did you not read this part of the script like why didn't

you tell me and like we'll argue and then it'll either make it or won't yeah yeah scrapping videos is hard I mean if you look at your process if you did 20 20 hours of prep beforehand then you shot the video and then you're editing it and you're like ah this just doesn't land that's brutal I like like like that's brutal you know um I'm not going to lie it's it's uh it's it's brutal and and

but that is the difference between someone that's going to succeed or not you know is knowing it's not going to hit you either go back to the drawing board and do the areas of improvement to get clarity or not because it's like if it's not going to bring value it doesn't matter how much time you put into it um you you can't put it out there like you you need to like how do we make it

better and that's that analyzing and adjusting phase I I've seen some people put off content where they've had all the content shot and they're like oh I just don't know how it's going to work and so it sets and then one day they wake up at two o'clock in the morning says I know exactly what we need to do and they make it and it's just those little moments it probably took them you know a minute

or two you know and and um and and it's it's like uh it's so amazing it's it's so amazing and I I think that um when they do that that's usually their their highest perform video because it's like it was not that the idea was bad it just didn't execute really well and they were just missing that one little thing that could pull them in so a video congratulations that's what we love um okay um Mr

uh coin is asking what is one metric you focus in on uh to understand your audience um I mean I think a highly darl you you you know numbers much more than I do but at the end of the day I it's it's always taken in step over time obviously Weck click through rate and over that but really it's comments comments for us tell us I don't know there's something about videos that get a lot of

topics that get a lot of comments when we do those topics again they get a lot of views it it just works com comments actually do matter for us even though it may not matter for every channel D you could probably talk more about that but for us the ones with that get a ton of comments really quickly turn out to be really good videos yeah I I would say that's my number one metric that I

look at is um it is how engaged is the audience and it depends on the the the viewer because like if if you're making kids content you're not going to have comments so you don't you don't get that there's other metrics you need to look at but when we're talking about if I was uh Chris and I own that channel I would say comments is the lifeblood uh of doing it now the difference would be is

a lot of you would say oh um if they comment I'm going to make a video on it and that's not what Chris does I just want to make it clear he does not do that at all um it's just more oh it's contextually I'm getting I I I get to know this person better that I'm trying to make videos for and that that would be a segment or uh maybe even a video idea but we

need to go through our process which is is this something it is and so that he'll start having conversations and that's where picking up the phone and calling his customers is a very big deal uh talking to people in the salon is a very big deal talking to people in the comments is a very big deal and now he has something to bring up and if it's a common thing he like oh my gosh that's great

this would be a great video so um oh wait I clicked on the wrong one yes mcken dog is a jump starter yes they are they're they're they're they're amazing um let me go through um let's hit one um one more question and uh what I want to do is give away some vid Summit tickets and so if they're on if you're on the live stream right now you have a good opportunity to come to vidsummit

uh for free we'll get you a ticket uh let's do this one is scripting something uh you with jump only or do you do General script templates or how do you start before joining or how did you do it before uh starting Channel jumpster um actually we I don't use any templates at all really it's it's it's more of a logical sequence more than anything I think that there's there's a lot of Truth to starting with

a problem which is like hanging over your head and then you go kind of go farther into that problem and then at the at the end of the problem you show the solution so it's always keeping the tension of whatever the problem is and then having a solution to it at the end that's that's kind of our thing as more of an entertainment Channel um but there's there's no there's there's no template that's really that I

use for that that's just natural yeah so Channel jump start we don't give templates uh um we don't uh we don't like to go into that realm what we talk about is what makes good content and the areas that you need to do to really weave weave your content in uh storytelling is really important to us um and it doesn't matter if you're education Channel or not and so we really focus in on how do you

get them to click and then how do you get to set up the value of your video and then how do you pull them through the the content uh so you get really great retention but also provide that that value and so we go way into depth on storytelling and then uh knowing how humans respond to content and I we nerd out in that section there's just no ifs ANS and butts about it it's like it's

so intense um but it's it's it is what they are using um it's kind of like the framework uh and then they know oh okay I need to set up this this story in the salon to have this this this uh this payable moment you know um you know payoff moment uh in there so really really great question so let's do this so I can't tell you how excited I am uh that that we have you

guys coming to speak at vidsummit um I wantan to I want to talk about vidsummit and then I want to show a video and then we'll give away some tickets and then I'll I'll take two more questions after that so you want to stick around um what what would you say um you know um what would you say was was a moment for you at vidsummit like what why why should someone come to vidsummit what did

you learn learn from it um and and why people should at least consider coming like that that's a great question I think it's really hard to understand the difference but when you're there in real life around other people that are farther ahead from you it's one thing to watch a stream like this and be like you're like kind of disconnected but when you're there in real life it's so much realer to you and honestly that's that's

what you saw when you came to this Summit yeah I think like I mean even just like looking at the schedule you're like oh my gosh there's so much going going on in every room like there's so many different like Jewels or things that you can learn from um just going to different like um talks and just learning specifically like what your constraint is and actually getting answers on that um I just feel like like we

even went to like one of the thumbnail roasting ones just so we could get better at thumbnails like there's just so many different options but I think like the value you get out of vid Summit is what the things that you don't expect to learn like in all honesty it's just the conversations that you have with people and just just meeting people who are like you and being in that space of people who are like-minded um

because when we come back here it's just us we talk to each other um there's not you know big YouTubers around us here in Fort Meers Florida that we know of that we've connected with um so it's it's being in that space and and getting that at Mastery and inner circle and all of that is just continuous ideas flowing yeah yeah I I would say the reason why I started vid Summit all those years ago was

I wanted people to see the business aspect of content creation um and and I believe that's where longevity really is and if you heard earlier in this interview I mean it's literally like eight% of their revenue is coming from YouTube ads everything else is coming from the things that they've built um you know and and using YouTube very specifically uh the the key to all this though would be okay now knowing this um you know what

else and it's more where's a place where uh people know exactly the problems that you're facing as as a business owner right that is vidsummit like having creators help other creators around things that they learned it's just like they get it they understand the pains that it is to come up with an idea they understand the pains that it comes up of meeting that deadline or fulfilling on that and so that's what it's all about um

what we're going to do is I'm going to play a little bit about bid Summit uh 2025 it's coming up in October uh 7th through the 9th it's in Dallas Texas and we're we're going to be announcing a lot of um uh stuff in the next couple weeks uh about bid Summit it's going to be our biggest vid Summit yet we already sold out of two hotels I just don't know how that works like it just

like we're not even we're not even close and it's just we're we're getting there let me uh play a quick video and then we're going to give away some vid Summit tickets [Music] [Applause] [Music] w [Music] [Applause] [Music] come on now I I I just want to go to viid Summer right now that's all I want to do oh my gosh um so this is what we're going to do uh for those that have been on

uh we are going to give away two tickets right now and the first one is real life with Ally Ally you are coming to vidsummit really excited about this uh what you want to do is either go to uh uh IG or X and and send me a note and then I'll connect you uh or if my moderation team's here uh but I I got a copy of this so we know exactly uh that you're coming

um really excited about that next one um is uh magic flying potato okay look listen like anyone that's like doing a five hour edit and comes in to listen a little bit for a good break it was worth it man like I I can't wait for you to be at vidsummit we want you there um very very specifically um and and can't wait to to have you be a part of vidsummit and once again for everybody

else uh vidsummit it happens every year it's our 12th year believe it or not um and and it's going to happen in Dallas October 7th through the 9th got a lot of big things planned um really can't wait for you to to hear we got some really really amazing people coming back but also uh some new speakers that I've been waiting for for a very long time I guess we proved worthy to get some of these

speakers as Keynotes which I'm really excited about so this would be super great so um now just a as we end I want I want you to uh go in and just like help help give your last bit of advice like these these people have been on the call for a little bit of little bit of time and what is that advice what is that Golden Nugget uh that you want to share with them when it

comes to your business uh because your business is is of of course a product business but you're also educating people um and and you're leading them down the path so what what advice would you say would be valuable for everyone that would be on this live stream I think the the way we've approached it that's helped us more than anything else is just respecting the game more than anything not trying to act like you're too good

for anything or like oh I shouldn't have to put in all this effort or I shouldn't have to redo this script honestly like everything you do the work is never wasted like if you have to throw a script out you still got all the retain all the retaining all the learnings from that script YouTube is not about blowing up in a week like sure that happens to some people but just the consistency staying in there making

sure you do things the right way making sure you treat the audience the right way give them what they want treat them well communicate with them it's it you don't really need a secret you just need to do the right things for a long time and respect the game honestly what would you say mine is secure your channel mine is a weird one but mine is secure your channel uh go through the extra measures go through

the headaches of getting like seven different password protection things and a security key like you can you can literally lose your Channel like that Chris and I had crypto hack our Channel we lost it for almost two weeks and when you quit your job and this becomes your job it's really scary uh to lose uh to lose what um you're advertising your marketing is through YouTube and just your sense of uh connecting with your community so

yeah yeah sounds like we need to do another interview with Lon uh because like he can scare the heck out of anyone like it's like nobody listens to him before it's like they go hey yeah I I hear you what you're saying it'll never happen to me and he always gets the people that like hey you could have solved this issue like like I was trying to tell you I was trying to tell you this would

come and so yeah it sounds like Lon needs to come on a live stream here soon so uh we love LeRon um I I wanna I want to end on this and this is what I look for um you know if you want to succeed uh this is what I look for right I want someone passionate about what they're doing that's what Chris represents like there's no not a close second he's very passionate about what he

he wants to create which is he wants to solve problems for for the viewers he wants to solve problems for his customer he wants solve problems for people that he meets and and realistically he's dreaming big um and and you know I I think a lot of people would get intimidated by bringing their in their own product line but like this is only way that he can do it is like he created this formula um to

help people and he's he's showing people and sometimes um the people that he's helping it doesn't make sense with his product because they don't have that hair type but one day he's G to have a product for them and he won't leave them you know behind you know what I'm saying so uh I I can tell you that that passion and and vision and drive and and then two having quality like you know wanting to create

quality be willing to scrap something's a very big deal and and that's what I love about Chris is is he's always thought big um and the best thing they could ever have done was bring Leslie on on his side because her strengths outweigh his strengths in the other side of the business and and so it's like this very uh collaborative thing and I I feel like if you're really going to do big measures you got to

have team members and people that really are strong in areas that you're weak and that's what Chris has done and so really really grateful uh you know for for this I'm grateful for you I'm grateful that mag magic flying potato almost fell out of his chair because now he has vidsummit tickets uh but for me I'm grateful that you're willing to come share uh with everybody at vidsummit uh because there's so much to the story that

could be uh better represented at mids Summit and really help people which is dream big have have a a plan in place and that plan can can really become you know pretty much 95% of your Revenue off of YouTube by using YouTube that's that's what it's all about so really grateful for all of you grateful for those that have uh uh stayed on with us and really the reason why we're doing these these interviews is I

want to inspire you uh to create content but create a business around this because the opportunity is great it hasn't hasn't gone I'm not afraid of AI I'm not afraid of all this other stuff this is the best time ever to to Really make it on YouTube and really leverage it but you have to have a system and a plan and that's why we come on I want to just inspire you by that so guys thank

you so much Chris and Leslie thank you so much and we'll see everyone on the next one bye everybody