Skyrocket Your YouTube Channel with Jake Larsen

I’m Igor Kheifets, and this is the list building lifestyle. The podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures, travel the world and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my bestselling book, the list building lifestyle confessions of an email millionaire at www.igorsbook.com. Get the free book plus a $3,000 bonus package that includes my best capture page templates, email, swipe files, and traffic blueprints. Visit www.igorsbook.com for details. And now it’s time to claim your list building lifestyle.

00:52

Welcome back to the list building lifestyle. I’m your host, Igor Kheifets. And today we’re going to talk about YouTube ads. And I’m going to chat with somebody who was one of the first few people ever to tell me about YouTube ads and to be perceived in my eyes as a YouTube ads guru. Now, name is Jake Larson. And he’s been doing YouTube ads, at the very least since 2016, which means he’s been doing ads, YouTube ads, specifically longer than most people in the industry, including the people who go around teaching this stuff right now. So, I’m really excited to pick his brain. Jake, welcome to the list building lifestyle. Igor, it’s great to be here. Just the clock, a slight modification. I’ve been doing ads since 2012. Right when the option became available, so we’re hitting our I’m hitting like my year, our decade mark in terms of growing the agency and focusing on YouTube ads, but I believe we connected back in 2016 at a conference which was probably where that yeah, it was. It was underground. Yannick Silver’s and douche Ramadan’s underground is the first. I mean, this was the first time I met Yannick silver, incidentally, also the last time I made Yannick silver, and you’re kind of you’re going to appear, give a talk, and then sort of disappear. Like, I don’t think you stayed at state for a while. But that was the day when I said, hey, why don’t you come on my podcast? And we’re like, yeah, totally. And we never spoke again for many, many years. So now we’re here. And finally, it’s happening. So, I’m pumped. So why don’t you like, share with us? How did you even? I mean, 2012. Nobody was doing YouTube ads. Right? Yeah. I don’t think anyone was talking about it. It was brand new. And so, I don’t know if any of you or anyone listening remembers YouTube before ads existed. But there was a time on YouTube, where they didn’t have the In Stream Ads. And just before that time, like, I love creating videos, I love telling it, helping people tell their stories. And there was a big frustration that came where we would make these awesome videos about a person or a company. And we would upload it to YouTube, you know, organically and maybe it gets views, maybe it doesn’t. And it was kind of a frustrating process, because like you just didn’t have any guarantees if it was going to work. So, when I discovered YouTube ads, I was actually working at a company managing their YouTube channel. And we were one of 10 companies asked by Google to become YouTube marketing ambassadors.

03:32

Because it was a brand-new platform, they flew us out of the Googleplex. And they said, hey, we have this new way of advertising, we think it’s going to take out TV, like regular TV commercials. And they showed us how it worked. And it was awesome, because you could see what your Guaranteed Views, you could see how long people watch the video, you can see if they click, you can see if they opt in to your email list, you can see if they purchase and so like my eyes lit up, I’m like, this is so cool. Like, we can guarantee views. And we can also see based on the data, how our creative and our video is performing. And so, you know, we got to a point at the company where we were spending $20 on ads to get a customer that was worth $60. So it was like a three to one return on ad spend that was really exciting for me.

04:21

And then I had the decision to make as if I was going to stay there at the company or quit my job and ad spend start video power which you know, since we’re having this conversation, I think we know what happened like one of the challenges in that experience was before I quit my job my ad spend wife was eight months pregnant with our first child. And I remember having that conversation with her said Hey, I think this YouTube ad is the future, like I’ve got a great case study on how it can grow business. I think it’s time for me to quit my job and start an agency like video power.

04:58

And she looked at me just like you realize I was like; we’re having a baby next Hey month. And I said, I know I’m very aware of that. But I think this is going to work if I don’t do it. Now, I don’t know when I’m going to do it. And luckily, she’s like, as long as we have insurance, like you can quit your job. And so, I made sure that we had the insurance. 

05:20

And I can appreciate that. Right. She just needs to feel that safety and security, but yeah, I quit my job. And I think she was the pragmatic one in the family. I mean, you shouldn’t have, I mean, for many, many years, I didn’t even move out of Israel. I know if you know my story. But I used to live in Israel. I now live in Canada. And the reason we kind of never went to the United States is because of this. I mean, I heard all kinds of stories from my students and business partners about things like, oh, I broke my arm and went bankrupt, or, you know, my girlfriend’s dad had cancer. And the whole family now lives in a shoebox in between, you know, commercial buildings are like, it’s terrible. It is absolutely horrible. You know, then this is the reason why I moved to Canada, because, you know, free health care, I mean, free health care, but at least something totally, yeah, yeah, the whole, the whole insurance thing is so messed up, I think. But that was like the safety thing that she needed to feel safe. And so again, I just made sure that we had it. In fact, I don’t really tell this side of the story. But before I quit my job, I did a couple of things. One is I got three clients on a three-month retainer. And so, I knew, I knew I had at least a three-month runway, I could sell the service, I could fulfill it. So that gave me confidence to quit my job. But also, I hired a business coach, because I’m like, I’ve never run a business before.

06:49

And so, I hired a business coach to kind of help me expedite my learning process, and accelerate that. So, with the three-month runway of proven clients, I knew I could, I could sell it and deliver it. And then I had some guidance from a business coach. So, like, it wasn’t like this super irresponsible decision on my part, I made sure that I was reducing the risk and, and that’s what we’ve been doing for the last 10 years is helping people grow their business with YouTube ads. So, it’s been really fun. Yeah, it’s really cool. 

07:20

I mean, YouTube ads, just, I don’t know if it’s gonna take up TV ads, but it definitely puts a dent in them. I’d say, I’m loving YouTube ads, they are expensive, though. Like, I don’t necessarily recommend YouTube ads to a beginner. But if you’ve got the ability to burn some cash, and if you’ve got the ability to kind of go and sustain yourself over a course of time, not exactly like an infomercial business where you have to put down $20 million and wait for eight to 12 months to recoup that before you go into profit. But you do need this buffer to truly go into profit and you probably need you probably can’t really do it for like a cheap item. You probably need to do mid going to go to high ticket stuff. But in terms of the quality of the leads, it is absolutely one of the most badass ways to get leads for sure. Like you pound for pound, compare this to Facebook ads traffic and the response you get on the back end from going to DOE is not even not in the same bulking. Yeah, I mean, in terms of quality of the going to ad or the video, when you look at YouTube compared to other advertising platforms, like when you advertise on YouTube, you’re buying views, right?

08:30

And if you are, if somebody watches half of your ad or 30 seconds, whichever comes first. So, if you see a YouTube ad and you watch 10 seconds of it, or 15 seconds of it and you skip it, one like the advertiser isn’t wasting their ad spend money on that because they skipped it before 30 seconds. And then the viewer gets to choose whether they want to watch it or not. So, once you’re getting people who are choosing to watch your video after the five seconds so like they’re engaged and you’re not going to waste money on people who are just not interested in terms of comparing that to other platforms, if you advertise on Instagram or Facebook your view is considered three seconds.

09:20

So, you get charged after three seconds of watch time. And then on top of Tik Tok of view as a second like you basically sneeze on Tick Tock and you get a view and so you’re getting a higher quality video but with all things considering if your view if your video is actually 10 seconds and you get a one second view on that one, it’s like your watch 10% of it. Right because tick tock is super short form and yeah, but I get what you’re saying though, I get what you’re saying as far as the billing model as to what they charge us for as advertisers. I think that’s super fair. 

10:00

When it comes to YouTube and you know, it’s for that reason that you see a lot of ads like I got a buddy

who’s doing he’s got at least, I don’t know, maybe 2 million a month under management. He’s a Bonafede scientist who became a Google AdWords expert and agency owner, and a big educator in that space in a non-English speaking market.

10:16

So, he actually told me, he said, look at some of your ads, you’re just going on, and 3060 seconds, and I, you know, there’s still no call to action, and you still didn’t qualify me. Like, who do you want to click on your ad and who doesn’t want to click on your ad? And, you know, he said, why don’t you get an ad together. And then in the first like, three seconds, say, if you don’t want to make money online with E farming, skip this video, or if you don’t, like, you know, big lump sums of cash hitting your bank account, you know, or something like that. Skip this, like, he’s for his agency, you know, one of his ads starts with, if you if you, if you’re totally happy with your Google Ads agency, and you’re not burning money, if you don’t feel like you’re burning money, right now, skip this, stuff like that. And you know, like, he would really qualify and almost try to push back. Anyone who isn’t his ideal customer. And by doing so, he will have more people skipping the video, but at the same time, the people he does pay for are more likely to be targeted. Yep. Yep. And the other thing I think of too is, you know, I’ve spoken on several stages and events, and a lot of people use stages or speak on stages to generate leads or to generate clients. I was talking to somebody who speaks on stage, and he paid 20 grand to speak on a stage in front of, like, 500 business owners.

11:50

And when you compare it to speaking, like, on YouTube, you’re buying like a CPM or cost per 1000 impressions. So, to reach 1000 people for at least five seconds, you’re gonna pay anywhere from 20 bucks to 100 bucks, which if you think about it, hey, you could reach 1000 people and pay 50 bucks. And you got five seconds to deliver that message. Like what would you say in that five second? And that’s one of the important parts of the YouTube ads is if your ads are not working, chances are, it’s that five seconds you’re creative, it’s the way you wrote the ad. Right. 

12:34

And so, making Linnaeus do something about the creative. Yeah. You know, there’s a preconceived notion that your YouTube video has to be kind of like that. Remember that those ads that were created about like the flagpole thing for your pickup truck, and the thing you are spraying inside the toilet so your poop doesn’t smell PooPourri I think it was called like that just exploded virally all over the place. And these were like super high-end productions. Amusing. Ads, right? Yep. Now, on a scale of like, totally homemade video with your phone to that. Where does like as far as production value production, quality, creativity? How? What sort of what is your ad need to be to be successful?

13:23

Great question. So, I’ve got it. I’ve got a story that answers this question, then we can kind of dive into why that happened. But that flagpole video you shared, that was us, like we created that ad, and really worked really well. And so, I can, I can tell that story too. And in terms of the quality.

13:47

We used to as an agency, when we have worked with clients, we would charge for this high-end brand video, upwards of 25k. And we would invest a ton of money, time , energy resources, creating this high-end video. And it would work 50% of the time, meaning like we were able to hit our clients’ goals. So, half the time it was awesome. The other half though, was really hard like, Man, this didn’t go as well as we thought it was for us and the client. 

14:24

And we started to like, well, how can we mitigate that risk. And so, we started to create like these, like we call bullets before cannonballs before we launched a high-end video, or cannon ball. Let’s start with these simple tests and see if we can get the right message, the right audience with the right offer. And so, we do these really simple VSL type YouTube ads where it’s like, it’s basically a voiceover like we have the video and framework script that we use. It’s a framework that we’ve been using for the last 10 years.

15:00

And we write the script. And we do it, we get somebody to record a voiceover. We don’t even have a talking head yet. But it’s just a script. Voiceover sometimes we add B roll footage to it, sometimes we don’t. But the nice thing with this is it allows us to test the messaging and, and the audience and the offer, and see if we’re on the right track. And so, if we launched that, and we’re starting to get leads, and we can see sales coming through, hey, we know like, we test three different ads, this one’s working the best, this one’s getting the lowest cost per application, or cost per buyer. Let’s go all in on that. And so that’s what we’ve been doing is like, Let’s do these simple tests that allow us to test the market’s message of the offer. And once we have a proven model that we know works, like now we have our competence built up, say, hey, we do get the right message. Let’s go all in on getting a brand like a Brand Builder, video Avoca, higher production quality ad. And when we do that, we have seen like the cost per application or cost per buyer be cut in half. So, for example, if you like let’s say, you want to get an application, so people are giving you their name, email phone number, and probably answering seven other questions about your business. We had a client like I’ll pay $300 for an application or a booked call. When we created the Brand Builder ad, we were able to get applications or book calls for like 50 bucks. So, it went from like 300. And, and in this case, you know, dropped it over a third of the price. And so, I think starting now, you can totally get away with any video, like a simple video, whether it’s a BSL, or a handheld YouTube video, like talking hand like those work. And I think it’s great to test and prove the concept there. If you want to take your brand to the next level and work on scaling it, then Video Production does become a requirement.

17:14

And when you invest in the high-end video, that means people will invest in your high-end offer too. And so that’s what we found. Interesting. Okay, I can appreciate that.

17:29

Maybe you can, I definitely want to hear the story about the pole of the pole. And for sure. But before we go there, I’d love to know more about your structure. You mentioned you got a specific structure, and you’ve been using it for 10 years, which would make me want to assume that it works. So, I’d love to know what that structure looks like. Cool. Yeah, the way this came about is like I started, when I quit my job, I started running ads for myself, because like, you know, I had a mortgage to pay and hospital. Those factors had to work. And so, I just didn’t have a framework or formula at this time, I just wanted to write this script and shoot this video. And let’s see what happens. And that ended up working really well. Like that’s how I was able to get the first 1000 people on my email list.

18:14

That’s how I was able to get the attention of Ryan Deiss, who saw the ad that bought my course and invited me to speak at the Traffic and Conversion Summit. And then over then, like the next 10 years, like we started writing this for our clients, right, cool how I started reverse engineering, my thought process and how we go about writing these scripts. And so, we came up with this seven-step framework. We call it like the video ad framework.

18:40

So, there’s seven, seven steps. And a couple of the important parts that I think everyone should know is that the first five to 10 seconds of your ad is probably the most important part of the ad because you want to attract the right audience and you want to repel people who aren’t the right fit. So, making sure you get the right audience, maybe you can give us a few examples of hooks because I don’t think people understand what a hook is. So, a hook is like how you get people’s attention and the right people’s attention. An example of one as we worked with a client, she helped women build, build online courses and sell high ticket courses. Yeah, and so and she, she, she had crushed it organically and she was ready to take our business to the next level. And so, when we started working with her, we created these higher end videos, and one of the hooks that performed the best was, hey, if you’re looking to grow your online course business and sell high ticket offers, keep watching this video. If not, feel free to skip this ad. And so that’s nice because we’ve said that verbally and we put it visually on the screen. And so, anyone who isn’t interested in creating courses or on a business, they’re going to skip that ad.

20:00

And that’s perfectly fine with us because we don’t want to waste our time and attention and resources on people who just aren’t interested in that. And, you know, the small percentage of people who saw that and did have a course business, they watched it, and it was highly relevant for them. And she ended up giving like a 5x return on ad spend. With these with these with a YouTube ad campaign. Wow, that’s so cool. You know, the best way I heard anyone explain what a hook is, was with John Carlton when I was working with him privately. And you know, he’s got this thing of really creating mental pictures. So, I think every great educator, anyone who’s truly able to make an impact as far as teaching ideas and concepts and principles, they usually have that word picture approach. And he said, look, imagine you imagine, it’s like the early 1900s. And you’re in the middle of a busy train station, the trains coming in, and soon, you know, making the choo look sound. And everyone’s like scattering around people running around with their bags and suitcases and everything. So now imagine you’ve got yourself a box, or a crate, right? And then you place it on the ground, and you stand on top of it. Now, what do you need to shout from that crate to make the people that are your perfect customers, people who are like your ideal customers, literally stop.

21:27

As they are running towards their train, it’s about to leave the station to stop and turn around. That’s how he explained it to me. That’s great. That’s great. And I mean, it’s 100%, because it’s the same principle on YouTube is like people are busy. They’re on YouTube to learn something or to be entertained. And they see an ad pop up and their look fingers hovering over the skip now button. Right? So, they just can’t wait to skip it. And then yeah, what can you say in that five second, that’s going to want them to keep watching that ad. And once you get the first five seconds, now you’ve earned the right to share the message for the next 10 seconds. And so, in that next 10 seconds, like you got to be able to add the value and add more of what the message is about. And so really, with all the all the way to the end of clicking on the ad, then go into your landing page. People can opt in or purchase or whatever that next step is. But yeah, that all goes back to the hook. You know, we won’t have time today to cover all the seven steps. But I would, I would perhaps ask you to maybe send them to me, so I can put them in the show notes. But I do want to spend a little bit more time on the hooks because I do think it’s extremely important and people don’t understand it. Maybe if you don’t mind, maybe give us a few more examples of really cool hooks that you’ve done throughout the years. Yeah, I got two more examples. Another one we did for this was a person in the real estate industry. They were looking like their target market was people who are looking to buy a house. And so, the very first thing we say is like, hey, do you want the biggest challenges when it comes to buying your first home? And you no question you start off with a question, because now it’s if you’re looking to buy a house, and it’s your first time Oh, you know what, like, perfect, you leave? Yeah, yeah. And if not, you’re skipping that. And that’s great. Because you’re not wasting your time. You’re not wasting your ad spend and so.

23:31

So that was another one that’s kind of like one of my favorite ones. Hey, do you know what the biggest challenge is when it comes to this topic?

23:39

So that’s one that’s worked well, one of the ones that I’ve done, well, that’s worked, worked well is I said, hey, YouTube ad, or we say you’re watching this ad because YouTube thinks you’re interested in video marketing. You know, if that’s the case, let me share with you one thing that we’ve learned when it comes to growing your business with video ads . That was kind of a fun thing we do because we know that YouTube is really good at targeting people. And it’s like, it’s not my fault. It’s YouTube. 

24:16

YouTube wants you to see this on the screen because he didn’t want you to see this. So yeah, you know, you might as well watch it. You know, I’m surprised that some of your top hooks are not super creative. In other words, like it’s not something that you come up with like a crazy pattern interrupt or like you know, try to like put a gun to buddy’s head or something like and nothing shocking or crazy like that. We’ve done that too.

24:45

I had another one that I did back in college. My buddy was doing something like the gallon challenge with milk where you try and chug a gallon of milk in under a minute and he ended up like throwing up this projectile vomiting. It was hilarious. And I got recorded on video back in my college days. And so then, when it comes to us, I said, one of my hooks was, hey, do you want to see what happened to this guy, you know, it cut to like him throwing up like this projectile vomiting, and it come back well, and I said like, well, he’s sick because his videos are going viral. And I started talking about viral videos. And that was like, that was my lead in. And so, you know, that’s one of the things you can have fun with is the hook.

25:35

You know, sometimes I’ll have fun with my hooks, and they just did the funniest ones. The ones that I enjoy most actually don’t work. It’s true almost any time when I’m putting up an ad and I was like, yeah, yeah, this is the one I know. It’s like never the one you know, and the ones that I’ve put on just like, yes, I don’t think it’s gonna work. And they tend to get some traction 100%. We did the same thing with some of our offers recently. I threw in some really funny hooks that I thought would be more entertaining than the typical, like, straight to business and like this is gonna work, this is going to be good. And that was actually one of our poor performing ads compared to the other ones.

26:15

Another one that I mean, compared so we did like a funny hook or funny intro, the other option that we did was, the hook was like, hey, let me share with you a story about one of our clients, who was able to get a 7x return on ad spend with YouTube ads. So, I cut straight into a story and a case study. And within that five second, you already know that we work with clients, we’re getting great results for them. And it’s related to video ads. So, we’re kind of hitting all the checkpoints of who we serve.

26:46

And then that one was our best performing ad compared to the one that started off with the humor element too. So, I mean, to your point, I’m all about testing. I think sometimes you think you know what’s going to work and it doesn’t perform and the ads that you think won’t perform and end up performing the best. And so, I’m totally fine having a learner’s mindset and not being committed to one ad that I think it’s going to work. We really just use the framework, and we let the market decide based on the data. And so yeah, yeah, that makes sense. That makes sense.

27:24

So, out of all the ads that you’ve seen, what would you say, maybe some of the top, two or three contributing factors to like a really successful ad? So, I think with any marketing and advertising, you really have to answer three questions. And this is something that we came up with a couple of years ago. When I got my team, we locked ourselves in a room and said, hey, of all the ads we’ve run, what are they? And we looked at the top 10 performing ads. And then we ask ourselves, What’s the common pattern or theme with these ads? And we came up like, there’s really three questions that your ad needs to answer.

28:06

The first question is, why your solution? Or service? So? So, like, talk about what’s the problem that people are facing? And how does your offer solve that issue? So why your solution? The next one is like why do you have all the people in your space and all the solutions? Why would somebody want to work with you, compared to other ones, you know, compared to other options? So why your solution? Why should somebody work with you specifically, like what makes you unique? Then the third question is why now? Okay, I know I’ve got this problem. I know there’s this solution. I know of all the people I want to be working with you. Well, why should I take action now? And not a month from now? And so, having you know that, that falls into the call to action? And so, if you can have if you’re going to answer those three questions in a very specific way, and in a unique way, your ads are going to perform really well.

29:12

What is it like? What do you mean, when you say a unique way? Like you can just point-blank sit, like, here’s why you want to work with me and just go into that. Yeah. And so, then the question, okay, what makes you unique, and we worked with a business coach, she helped women quit their corporate jobs and start their company. And one of the things that we hung out on like what makes her unique is that she had a corporate job and quit and was able to start a company. So, her story makes her unique because then nobody else has that story. But to she’s like, over the last two years, she’s worked with 1000s of women helping them grow their, their consulting business, which there’s not a lot of people who have worked with 1000 People in the women in the business space, and so what makes you unique, it could be your story, your background story, it could be the clients that you’ve worked with and what type of results you’ve So, gotten for them. And so, if you can hit on those points that’s going to stand out from another one. Another great example is we worked with an E-commerce company.

30:24

And they were selling shampoo, and like women’s beauty products, and how many shampoo companies and products are there out there? There are hundreds, if not 1000s, right. And so, it’s like all of them are in my bathroom. Right? Right. My wife just won’t stop by the minute. And so, one of the things that this company did really well is one of their ingredients in their shampoo was I wouldn’t say it was like rice, water, or rice, water or rice or something.

30:59

But the way that they found this out is they went to China, and there was like the red shell tribe and these women in this tribe had long, thick, healthy hair. And what made that have long, thick, healthy air? Well, they used rice water when they washed it. And so, now that’s because leaves rice, water, and the rest did not use water at all, they never watched it.

31:33

Anyway, we included that story inside the video. And its snow was performed really well, like we that was what makes them unique. Yeah, it sounds like you, you basically transfer what the unique positioning for their entire offer is and you put it in the net, by just you know, kind of kind of shows that sometimes it’s the offer that has to be different to like, you can be creating creative advertising for a boring thing or a thing that everybody already heard of.

32:05

And that’s going to be much more difficult than creating a really just silly, very simple ad, but to a product that is positioned differently, right? I guess the more different, the more unique the product, the less you need to compensate with creativity. And yeah, and then production. Yeah. Yeah, I can appreciate that. I think marketing and advertising is really Yeah, it’s based on the product or service or like or the company, right. And so, if you have, advertising amplifies what you already have working.

32:43

So, if you already have a great product or service, and you advertise what it’s like, it’s going to amplify how many people know that you have a great product or service. If you don’t have a crappy product or service, the only thing advertising does is amplify the rate at which people realize you have a crappy product or service. And so, I mean, this can go and really, I think of it like learning, hey, let’s launch this ad. Let’s see what happens. How many views do we get? How long do people watch it? Do they click do the opt in? Do they purchase and you can pinpoint where people are dropping off. If you get a lot of views but no clicks, your messaging is off, or you’re up, your targeting is off. That’s that. And then if you get a lot of clicks, but not a lot of leads, hey, something’s off with your offer or your really, your really, free your lead magnet. And if you’re getting a lot of leads, but nobody’s buying, I guess that can be a little more complicated because it could be that your nurture sequence isn’t performing really well. And maybe you are just attracting the wrong people who aren’t buyers. And so, I always think there’s really four reasons why ad campaigns fail: the video is wrong. The audience is wrong. The offer is wrong, or the timing is off. In fact, it’s the timing, which really made the difference with what that fan pool video was telling you about and I could probably tell that story because it has to do with timing and targeting. So, we started working with the client fan pool to make a full-size flag that allows you to fly. I’m sorry, they make a fan pool that allows you to fly a full-size flag in the back of your truck. And so, when we first started working with them, we’re like, hey, who’s the target audience who’s going to buy this and our first thought was football fans, if they go and they go tailgating, like they’re gonna want to put their full-size team’s flag on the back of their truck. Like it’s perfect for tailgaters. And so, we made all the marketing and videos around football fans and even the website and we launched the ads in September right when football season started, and nothing happened, like we’d get a sale here or there, but like we weren’t getting that significant impact we were hoping for.

35:13

And so, we ended up turning the ads off like, hey, this isn’t working. Let’s pause since we paused them. And then it wasn’t till it the next summer, we started to see this huge spike in sales. And like, what’s going on? Why are we seeing this huge spike in sales?

35:31

And at the same time, like, hey, we wanted to launch a new video ad campaign. And I said, before I do anything, I want to make sure that I understand our audiences who like who’s buying, and so I did a survey, I surveyed everyone who purchased the sample. And I said, like, tell me about yourself. Why did you purchase what flag are you flying? And from our response from the data we got, we learned some really valuable aspects about our customer 190 3% of the people that bought the flagpole, or the sample wanted to fly the American flag.

36:15

So maybe only, like maybe 5% wanted to fly a sports flag. And then like 2% wanted to fly up like a political type flag. And so, knowing this, that people are wanting to fly the American flag, and also the survey, we said, describe yourself and they’re like, I love Texas, God guns in America, like it kind of painted a really clear picture of who our target audience was. And so, with that information, we created the fan pull video. And if you go on the YouTube channel, you can find multiple variations of it. But the other question is like, well, why did those cells spike on the Fourth of July? Summer? Yeah, well, you got all these huge American holidays. And some of you got Memorial Day, you got Fourth of July, you’ve got Flag Day, you know, September’s coming up, you got labor, like Labor Day. And so, you got these huge American hot, and that’s why the ads were working. So, one. So anyway, we launched the ads, and we sold out inventory, like we had to turn the ads off, because we sold out of all their products. So, which is a good problem to have, right? Like we’ve solved the marketing issue. And so anytime what we’ve learned is, man, we got to go all in in summer when it comes to ADS, because that’s when people are buying it. And then we lower the spend, if not turn the ads off until in the winter, because just people like, people aren’t interested in that. And so, one, I think that my biggest takeaway from that lesson is wondering if there could be seasonality to your product or service. So be aware of that. And to make sure that you know your audience before you start advertising or marketing, because if you don’t know, um, you could be making really expensive mistakes. Yes, sir.

38:12

Look, we’re out of time. I have to get going. But it’s been really cool. I really hope we can get the seven-step outline and put it beneath in the show notes on listbuildinglifestyleshow.com. I’m also thrilled that we can maybe get a few of your top ads, especially the flagpole app, which I just think it’s brilliant. When I saw it, I was still living back in Israel. And I was like, oh my God, if I had a pickup truck, you know, I’m totally fine. This I, I remember, I think one of the versions started out with like showing a gun in the burger. And like standing on in, like in the truck bed or something. It was like, I loved it. Actually, I absolutely loved it. It was a brilliant, brilliant idea. And if somebody wants to work with you, or find out more about your seven-step framework, or join your coaching program or hire your agency, where can they go? Yeah, yeah, if you’re interested in growing your business with video ads, go to videopower.com We’ve got a bunch of resources out there, we’ve got the video I’ve framework that you mentioned, I also have a tool called the row as calculator, you know, based off your conversion rates and click through rates. These are the types of returns you can expect to get with seven-step YouTube ads specifically. And then, you know, our main thing is our agency done for you. We do have some workshops as well. And of course, so all those resources you’d need you can find that videopower.com Alright, that’s videopower.com Thank you, Jake. It’s seven-step was a great pleasure. Thanks for taking the time to chat about YouTube ads. Yeah, thanks for having me.

39:51

Thank you for listening to the list building lifestyle, get access to the previous episode’s transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com Also remember to claim your free copy of my bestselling book at www.igorsbook.com. It explains how I made millions with list building starting from scratch. Plus, I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email, swipe files and traffic. Go to www.igorsbook.com now to claim your free package