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…some of these Passion Project calls. And what they are is some of the listeners have called in and they’ve talked about a project that they would love to turn into a business or something that they’re excited about or passionate about or they just got a lot of ambition to do this business, but they don’t really know where to start or they wanted me to kind of brainstorm with them out loud. So, that’s kind of what we’re doing here on these calls. So, today what we’re going to be talking about is how to take a business idea and turn it into a brand.
And after I got off this call, I got to be honest, every call that I’ve done so far, I walk away saying like, “Wow. There is a ton of golden nuggets in there that just happen as you’re going through this process.” And this conversation is exactly the type of conversation I would have with you or anyone that I’m sitting down with at the coffee shop and we’re just thinking out loud like we’re just brainstorming about your idea, your market, different angles that we can approach the market, how we can build the brand, what are your strengths, what are the things that you need help on, what is the right direction for you personally to build this brand. So, that’s exactly what we did here with Danielle and I’m really excited for you guys to hear this because it was awesome. I think you guys are going to get a ton of value from that. Now before we do jump into that call, I’ve got a couple of things I want to let you guys know. Number one, you've been hearing me talk a lot more about brand building and that is not going to stop. It's going to continue. Now, on Wednesdays, I've been posting on YouTube, only on YouTube, these whiteboard videos.
[00:01:59] Scott: They’re kind of like what I’m calling Whiteboard Wednesdays because what I'm doing is I'm jumping in front of my whiteboard in my office and I'm really diagraming out some of these brand-building concepts in how everything kind of fits together. So, while you're listening today, there might be some things that you're not sure of. You're going to want to go check that out because that will really fill in a lot of the blanks because that's what I'm doing. I'm going through this entire process just like this call and I’m trying to illustrate it more visually and that’s being done on YouTube, on The Amazing Seller channel. So, if you want to check that out, head over to TheAmazingSellerTV.com or you can just go to TheAmazingSeller.com/YouTube. Either one will take you to that channel. All I ask is that you subscribe to the channel so that way there you’re notified when I post a new video and then also comment and let me know, is there something that’s not making sense. Is there something that you want me to draw out on the whiteboard and I can do that on a Whiteboard Wednesday. Brand Building Tips is what I’m kind of calling it.
So, it’s something I’m doing right now. Not sure if I’m going to continue unless you guys tell me you want me to keep doing it. If you do, then I’ll keep coming back and doing these. So, definitely check that out. The other thing is if you’re brand spanking new and you’re like, “Scott, I don’t even know what market I want to go into,” then I would recommend our training over at Product Discovery Bootcamp. This is really the foundation piece of starting a brand from scratch or expanding your current brand and really widening the net. So, if you are at that stage then I would definitely recommend Product Discovery Bootcamp and you can find that by heading over to TheAmazingSeller.com/Bootcamp. One last thing, if you want to download the show notes, head over to TheAmazingSeller.com/531.
[00:04:00] Scott: So, I’m going to stop talking so you can sit back and relax and listen very closely to this brainstorming session that I did with Danielle and all of the things that we talked about that she’s going to implement and really where she should start and what she should be doing moving forward. All right. So, sit back, relax, and enjoy.
[00:00:50] Scott: Cool. So, why don’t we do this? Why don’t you I guess just take me through like even the email that you sent me, a little bit of the background, and then we can kind of dig into this topic, so we can give you a plan moving forward?
[00:04:36] Danielle: Okay. Sounds good. So, I started selling online about a year ago, mostly RA and OA, retail arbitrage and online arbitrage then I moved on to wholesale and now I have one private label product but I’m looking to obviously expand that. So, just doing sales arbitrage and wholesale at first to understand the ins and outs of the platforms. My niche is in the arts and crafts area so it’s mostly more so in paper crafting and I know there's definitely a market out there. I did the research. There are tons of Facebook groups, Instagram, celebrities. Most of the online social media presence in this niche are artists that create their own products and they sell them. So, what my end goal is really have my own brand with some of my own private label products as well as selling some of the small business artists that create these products. I mean, they want to focus more on content and their creativity. They don't really want to focus too much on the business but obviously, they have to make a living so that's where I would maybe on my e-commerce platform I could sell some of their products as well. So, not only my brand but some of the other small business owners as well.
[00:06:04] Scott: Yeah. So, really if I’m hearing you correctly it’s almost like you wanting to build your own platform, your own audience and people that would follow you and then you could be the one that recommends someone else's product which then you would leverage their audience, they would leverage yours.
[00:06:22] Danielle: Yep. Exactly.
[00:06:23] Scott: Something like that. Now, so let me ask you this question before we go any further. So, are you looking to be the face of the brand?
[00:06:30] Danielle: I am. I probably am. I was thinking if it would make sense for somebody else, but I think I’m okay with being the face of the brand.
[00:06:40] Scott: Okay. And then being the face of the brand, is this something that you actually enjoy doing?
[00:06:44] Danielle: Yes. That is something. Yep. And one thing I should also point out, I am not artistic. So, I have an IT risk and compliance background and zero artistic ability, but I really enjoy that niche and that hobby. So, in order to make my products, I would probably outsource designers which they’re out there. There are tons of them out there so whatever product I want to make, and I need a design, I would outsource one that would make a design to put it on my product, but I really would enjoy the business aspect of this hobby.
[00:07:17] Scott: Okay. But is it something like if you are I’m just thinking content-wise like if you’re – like you don’t have to be the expert in my opinion. You have to be the person that’s kind of figuring out this thing. So, like for example if I was going to be scrapbooking or whatever like I’m going to learn like different techniques and stuff and as I learn them, I’m going to then say on a video or on a piece of content, “This is a new technique that I learned. I’m going to try it out today, see how it works.” Whatever. So, it’s kind of like I’m going to be documenting the story along the way if I’m not already the expert.
[00:07:57] Danielle: And that's a good point too because and I was thinking that could kind of be my sub-niche in this area like I don't have that background so it's the arts and crafts or the paper crafting, scrapbooking for the person that doesn’t have that design experience but really enjoys it because the social media that I see in this area, they’re really good artists. So, I haven’t seen anyone that’s just not in that art background doing a good job at it or showing these are the tools that help me with this hobby because I don’t have that background or experience.
[00:08:32] Scott: Yeah. And I don't think you have to be an artist. I’m looking at it like just, I don’t know, a mom that wants to create scrapbooking stuff for their kids. They’re really doing scrapbooking a lot of times because they’re not artistic maybe and they want to be able to use artistic components that they buy that they kind of just piece together and it’s another way for a lot of times just the gathering. It’s like some people have scrapbooking parties. You know what I mean? So, I don’t think you have to be the artist. I think you could find the artist that create this stuff for you and then you can bring that to the audience. It could be the one that’s kind of like creating these things that you can’t really make but you found the best and you’ve created things that you can maybe even visualize but then you can bring it to where someone’s like, “Well, here’s a stencil like I don’t know how to draw this thing but I created a stencil to kind of help me cheat a little bit,” and a lot of times that’s what I’m seeing.
I mean, I even see the other market which is another big one and my wife’s cousins does it a lot, makes like handmade cards and there’s like die cutters and like all of these different tools and she’s telling me like the amount of time that she spent doing it. Now, that doesn’t mean that she’s like cutting them out by hand. She basically bought some type of puncher, whatever, a whole bunch of things. There’s even this roller thing that kind of like embosses the edge and she did like 150 for a wedding like insane but she wanted to do it. It’s important to her but again she bought all the components. Now, she could if she wanted to, she doesn’t, but if she did, she’s been into that for five or six years, she could document all of those different things and just have an overhead camera of her kind of putting together a card and that’s like that’s a piece of training. It’s like, “Here’s how you do this. This is the components,” and then you’re just the one going to be selling the components.
[00:10:26] Danielle: Yep.
[00:10:28] Scott: Yeah. I don’t think you need to be the artist.
[00:10:30] Danielle: Okay. Yeah. And there’s so much content out there that you can do as well as digital content. There’s a ton that you can just have free printables or other items.
[00:10:41] Scott: Yeah. The digital side of things too is huge. Like you said, you could have templates. You can have those things like you said, printables. You also could have even like a how-to course like that teaching someone how to, I don’t know, make cards because someone’s into cards and instead of them going out and finding all of these different pieces to kind of put together, you have it like it could be a small course. It could be something that’s like a $37 product, almost like an e-book, and then maybe you have videos that then you would upsell to a $97 training. And someone that’s into it they’re going to pay for that. I’ll give you an example. My wife we got a new dog, a new puppy, and my wife’s all about training right now and my oldest daughter has a German Shepherd and she paid like $1,000 for a trainer to help her because she wanted to be a dog – what is it, when they assist people?
I forget what it’s called now. I’m drawing a blank but basically someone out – I think she was yelling at me. It’s basically a dog that can basically aid in these – what is it? Therapy dog. There she is. Thank you. So, yeah, you have the therapy dog, so she was kind of looking into this whole thing. My daughter wants to spend $1,000. Now, my wife, not sure she can do therapy thing, but she definitely wants to have the dog trained. So, you could spend $1,000 having a trainer or you can go buy a digital product which she did by the way last night and they started off as a $37 e-book and then it turned into a training that she spent $97. So, boom, and it was like, yep, that’s exactly how it works. They’re doing a good job. So, even with this, it could be like here’s the $37 product that can help you do X, Y, and Z and then on the backend of that, you have video training of an overview or an overhead camera showing all of the different steps that are taught inside the book in written form.
[00:12:42] Scott: So, there’s a ton that you can do but, obviously, we’re not there yet but these are things that whenever I’m looking at like a brand you could possibly build, are there these other components that could be rolled out in the future? Absolutely. You could totally reach out to people in the space that have products of their own and then you could be an affiliate for their product. You might not even create the digital product right off. You might partner with someone or not even be a partner, you’re in a sense a partner if you’re an affiliate and they have an affiliate commission of 50%. They have a product that’s 100, you make 50, and you don’t even create the course. You just have the audience.
[00:13:13] Danielle: Yeah. Exactly.
[00:13:14] Scott: So, for you, it's about the audience.
[00:13:16] Danielle: Yep. I think and all the points that you point I think there’s endless opportunity of the different aspects in building the brand, so I think this is a good area to get into.
[00:13:28] Scott: So, where do you see yourself starting? Because I just went over like this whole thing. It’s kind of fresh to me like where I was just on another call like this. Where are you most comfortable? Like, if you’re going to be the face, if you’re going to be showing things and I think in this space it will be video, it doesn’t have to be, but a video would definitely work well, what type of content do you feel most comfortable creating? I think that’s always a good question to ask.
[00:13:56] Danielle: Video wise I guess it would be trying out new products or not new products but products and evaluating them so that the audience can see because a lot of times I’ll do that. Like, before I go buy something, I’ll look up a video for that to see the show, the smoothness of the pen or the texture of the paper. It’s just in fine details to that, it’s something where I can make a decision based on that video especially if it’s an online purchase where you can’t touch and feel the product then I think those are really important videos to have.
[00:14:33] Scott: That’s really good. I actually like that a lot and it’s really not a lot of pressure because all you’re doing is reviewing products or unboxing them. And then also like talking about the stroke of the marker or the pen or the pencil and the shading and the quality of the punch. It’s a really good idea. The other cool thing with that is then you have all these different products that you’re not necessarily going to private label right now. You might in the future but right now you’re not going to, so you can start to get some of that search traffic especially on YouTube for those types of tools that are being used. And you know if someone’s looking for that tool, they’re probably a scrapbooker or they’re probably someone that’s into the arts and craft or whatever.
So, by you being able to put those major names in there of some type of tool that people are searching for and then they see, “Watch this before you buy,” and for you it’s not a lot of pressure because all you’re doing is simply talking about what you like and what you don’t like about it and then, “Oh, by the way, in the description down below I’ve got all the links there and yes, I am an affiliate for these products through Amazon and you would buy me a cup of tea or whatever,” and then from there people could go through there and you could immediately be an affiliate for those products as well and start to get some revenue coming in that way.
[00:15:54] Danielle: Yep. Absolutely.
[00:15:55] Scott: So, that’s a great first step I think for you. I would always start though too with a blog. I think you need a blog as your home base. Depending on when people are listening to this, they’re going to hear me say that a lot. I think the home base of any brand is a blog and the reason is, is because it’s kind of like a placeholder for all of your content. And when you’re thinking about it, if you kind of drew a picture and you had like a circle in the middle of a pretty good-sized circle like that’s your brand but that’s also your blog and your blog to me so website. In your blog, you can bolt things onto that, but your blog really is housing all of your content. So, if you have a YouTube channel, you’re going to create that YouTube video which you’re going to get searched there.
But then you can also take that video, point the link inside that YouTube description over to your blog which will also give you some link juice we call it in the SEO world, coming from YouTube which is an authority site over to your blog which isn’t really an authority site at this point and then you get some of those signals in a sense that are coming from a higher authority site so that will help with search. Also, you get to now do a recap or transcription or someone to just do like notes or whatever and then that will give that post a video that you embed from YouTube so that also gets a little bit more of a signal. And then also you get to have a blog post which is its own piece of property which is really the same content just in a written form or a summary and then you’re going to start to get some unique traffic coming from Google.
[00:17:32] Danielle: Okay. That’s a good point. I’m not a writer but if I have a video, I think my struggle with the blog was, “Okay. What kind of content would I be able to produce?” But that’s a good point with the video just make it a recap or…
[00:17:47] Scott: That’s it. Yeah. I mean, honestly, there's a couple of platforms out there. One is called Rev and that is a transcription service and I think they’re about, oh gosh, I think they’re a dollar a minute. And then there’s another one that’s run by them as well and it’s cheaper but it’s less accurate and I say less accurate it’s like 90% accurate, and I’m drawing a blank. I will link it in the show notes and I’ll get to that while or when we get off here I’ll get to that. Actually, here it is. It’s translation. Transcription caption translation per word translate documents. Oh no, that’s just documents. Yeah. There’s another service. I’ll get it here before we end here but Rev is one that’s really, really good like you wouldn’t have to do like any editing probably but there’s another service that will be about 90%. You have to go in and just clean it up and I think that one’s like $0.10 or $0.20 a minute.
So, there’s a way to get around that is what I’m saying. So, if you did a 10-minute video, at worst, it’s going to cost you $10 and then you get that repurposed content over on your blog and over time that will start to get crawled by the bots and stuff on Google and then from there, you’ll start to get indexed for those plus you’re getting those links that are being pointed from a high authority site, YouTube, over to your blog. And then the same thing on your blog, you can point over to your YouTube video which you’re naturally going to be doing if you embed that video. So, I mean, you’re just going to take that code that they give you as a little piece of snippet code and you just basically copy that over in your blog post and it populates that video. It basically feeds it in and then they can play it either there or they can click over to YouTube.
[00:19:47] Scott: And this way here you’re getting two pieces of real estate for one piece of content. So, I would definitely say that, but I would start like home base like you got to always think home base. Like, YouTube you don’t own. The blog you own as long as you keep paying the hosting. So, your blog is really to me a placeholder. It’s the home base so when you do YouTube, things are going to point over to your blog. If you did Pinterest, you’re going to point it over to the blog. If you do Facebook, you’re going to point it to the blog. Everything is going to point back. Right?
[00:20:23] Danielle: Yeah.
[00:20:23] Scott: And as you do that, again, I wouldn’t do it all. I would start with YouTube probably in your space because there’s a lot of how-to stuff there and people that are searching like you said unboxing stuff or how does this paper look out of the box, how does this tool work out of the box. And then from there, you’re going to start getting traffic but then also you can embed that over on Google or your blog which will get Google traffic. Yeah. So, the other thing I would do is I go to YouTube where to start because I always get the question, “Well, what content do I start with?” I go to YouTube and I would start typing in “how to scrapbook” and then let it fill in.
[00:21:06] Danielle: Okay. That’s good. Yep.
[00:21:06] Scott: Right. The other one I would do, let me see here real quick. I’ll do this kind of on the fly, so we can kind of see just an example of what this would look like. So, if I went to YouTube and just again all I’m doing is typing in “how to” starting with “how to” and this will also a lot of times lead me over to some other stuff. I’ll show you here in a second or I’ll explain. How to and I’m just going to put in a scrapbook for beginners, how to scrapbook for kids, how to scrapbook for boyfriend, how to scrapbook photo album, how to scrapbook like Papi, I don’t know what that means, how to scrapbook journal, how to scrapbook with cricket, how to scrapbook flowers, how to scrapbook trolls.
Or the other thing I would do is let’s say I just put in “scrapbooking” and then it’s going to say scrapbooking made simple, scrapbooking for beginners, scrapbooking ideas, scrapbooking tutorials. So, let’s say “scrapbooker for beginners” I type that in and then I would hit the spacebar and it would say scrapbooking for beginners layout, scrapbooking for beginners video, scrapbooking for beginners kit, scrapbooking for beginners, scrapbooking tutorials for beginners. So, let’s say I went “scrapbooking for beginners layout”. I click on that and then I see this one girl. It has 213,000 views in two years. Beginner scrapbooking basic tools and supplies.
[00:22:38] Danielle: There we go.
[00:22:39] Scott: 213,000 views in two years. So, what I do is I click on her video. I see she’s only got 8,900 subscribers by the way so that’s a good thing. So, here's the other thing I look at. If I went to her channel and this video that's got 213,000 views I also have seen that she has 100,000 subscribers. I’m like, well, that’s why she’s got 200,000 views because she’s got a huge following. She’s only got under 9,000 subscribers. In the YouTube world, that’s small.
[00:23:13] Danielle: Yep.
[00:23:13] Scott: Right? So, I look at that as an opportunity. I go, okay, she basically is showing up for scrapbooking for beginners layout but beginner scrapbooking basic tools and supplies is actually what she is ranking for which is interesting. If I go to her description now down below, she’s got My Printer and so she must be using a printer that she’s telling people to do printouts or printables and she gives an Amazon Associates link, affiliate link for Canon Pixia MG7520 and then she’s got subscriptions kit and then she’s got click kits, some other kit club, scrap club. All these are different like, I guess, subscription kits and then she just starts to talk about “My story kit I showed from the store” so there must be another video that she did. Paper trimmers, replacement blades, scissors, all of that stuff she’s putting in here.
So, this video is driving a lot of sales. So, now the next thing I would do, and the name of her channel is Life with Evi it looks like, so it’s not even scrapbooking focused. I’m going to go to her channel and it looks like if I go to her videos, and again, I’m just thinking out loud here as I’m doing this. So, I go to her videos and then in her videos I’m looking at her last video is two months ago, and it’s got 698 views. So, not terrible but not great. Again, showing me she’s got 9,000 people that are subscribed, a handful are still watching her stuff but she got traction on that one video if she was capitalizing on that to drive that traffic back to her YouTube channel and gaining subscribers she would build the scrapbooking channel. But she’s got a whole bunch of different stuff on her channel, it’s not just scrapbooking.
[00:25:07] Danielle: Do you think frequency matters more or relevance?
[00:25:12] Scott: Relevance. I think relevant and then I also think though definitely on a consistent basis. So, I think it really does play together. I think if you’re going to commit to YouTube, I think it’s got to be at least once a week and I think it needs to be consistent and I would try to do it on the same day and the reason is because then when you do, the subscribers, they’re going to know that there’s a new training or new video coming out next Wednesday. So, anytime you can have like my podcast is Monday, Wednesday, Friday. People look forward to Monday, Wednesday, Friday. My downloads are always bigger on those days.
[00:25:45] Danielle: Yeah.
[00:25:45] Scott: They’ve been trained that that’s the days that it goes live. Now, on YouTube, I'm starting to play around with that myself. I haven't focused on YouTube for three years on the podcast. I'm going to start now actually in the next month or so and I'm going to be really coming up with a content that's specifically for YouTube. Before, I was just taking my podcast and putting it up there and just by chance I've got 20,000 subscribers. So, that's great but I know that I'm not even scratching the surface so now I’m going to focus on consistency but also about creating content that is for that platform. So, video not just audio is for YouTube. So, in your case I would say, yes, relevancy would be. I wouldn’t have a channel that you just talked about everything. I would have your channel that’s focused on whatever it is and, in this case, we’re talking about scrapbooking. So, if that was it, you’re going to be the ultimate resource on YouTube for scrapbooking or whatever.
[00:26:42] Danielle: Okay. And what would you say the duration of the video like what’s the best? I know super long is no good but under 10 minutes or 5 minutes?
[00:26:50] Scott: To me, there’s really no 100% hard stop and again this is funny because I just gave the same advice to Lori who I just had on is when you’re shooting a video you don’t want it to be a whole bunch of stuff in one. I’d rather break that up into mini videos. So, if you are going to give like a scrapbook layout tutorial let's say, I would make it so there are three scrapbook layouts that you’re going to be showing. So, three scrapbook layouts you can use for your next whatever, your next party, and then you jump on and the very first thing you’re going to do is you’re going to tell them exactly what you’re going to share with them. So, it’s not going to be any small talk. It’s not going to be like any small talk at all in the beginning. It’s going to be a hook. So, the hook is, “Hey, thanks so much for stopping by. Today, we’re going to be covering the three scrapbook layouts that I love, and I think you’re going to love as well so stay tuned. I’m going to share those with you next.”
And then, boom, you’re going to maybe have like a little bumper there or a little splash screen that might just have your logo, your branding, whatever. Three seconds like four seconds tops and then, boom, you’re back. And it’s like, “Alright. So, today what I want to do is I want to jump into scrapbook layout number one. Here it is. This is why I like it. This is how you can do it. Now let’s jump into two. Same thing. Here, let’s jump into three. Here it is. So, I’m always learning new scrapbook layouts. I’m going to be bringing more of this to the channel. I would definitely recommend you subscribe to the channel because every Wednesday I come out with a new one and this way here you’ll be notified. Do me a favor, click that little bell also so this way here you get notified when I go live if I do.” And one other thing that always do, I try to do is say, “And do me a favor, if you found this helpful or if you have any scrapbooking layouts that you want to share, drop them in the comments and I’ll try to go ahead and do some of those in the future. I’d really like to hear from you.” And that’s it. So, it’s like hook, little bit of branding, very little, and then content, and then maybe a comment, ask so this way here you can get that engagement going, and then subscribe, and then, “Thanks a lot for stopping by. See you in the next video.”
[00:29:09] Danielle: Okay.
[00:29:09] Scott: So, it’s like short sweet, bite-sized little snackable pieces.
[00:29:13] Danielle: Yeah.
[00:29:14] Scott: That’s it because and then the cool thing is and actually I actually hired a YouTube guy to come on. He’s actually going to be coming on the podcast, but I hired him to actually look at my channel and kind of give me some tips and I’m actually going to have him on to kind of help everyone else and kind of share what he was kind of sharing with me. But he was talking about too is like whenever you can have a playlist, create a playlist that might have three or four additional videos that would go well with that first one. So, this way here at the very end of the video and again this is like a whole YouTube training that we would have to probably do, and I’ll probably have a whole podcast and maybe even a YouTube video that I want to share but basically on the end screen, they have been end card they call it now where basically for 20 seconds you can have other videos that are related that are yours come up and your subscribe button.
So, at the very end, you might be like, “Hey, thanks so much for spending some time with me today. If you want more scrapbooking layout tips, I’ve got more right on this page right now. You’ll probably see a video pop up. Go ahead and click it and you’ll watch the next video for other scrapbooking layouts.” And then this way here, they’ll click on that. The minute they click on that they’re going to be then put into your playlist. Well, the cool thing about your playlist is now they’re not going to see all of the competition’s video. They’re only going to be seeing yours in the playlist and if they watch one, it’ll automatically go to the next and then it’ll automatically go to the next. So, what that does is it keeps people watching your stuff, but it also gives YouTube the analytics that people are watching your stuff for a long period of time. And because of that, that helps you rank on YouTube.
[00:30:58] Danielle: Oh, that’s great. Yeah. So, those auto like I know when I go on Netflix and I watch, I can binge watch a series without getting up for about three days.
[00:31:08] Scott: Yeah. Exactly. It’s the same idea. We want to keep them binging your content for as long as possible and again if you just follow that formula, it’s like hook and then little bit of branding and then content, maybe get a little bit of engagement, ask them to subscribe, and then watch the next video, and then that’s it like you just follow that. And like I said, if you have like a whole bunch of stuff you want to share, just try to chunk it down into bite-sized pieces that might be five minutes, seven minutes, whatever, but there’s not really like it has to be five minutes or it has to be eight minutes. Just give people what they came there for and then sprinkle in some calls to action of how they can subscribe. Also, if you have links that you’re going to be sharing, say, “And, guys, to make it easier for you, I actually included the links that I discussed in this video down below in the description like that’s it. Then that way there you can always change that stuff out if things change or any of that.
So, really, it’s a very like simple but targeted call to action. So, in this case when I was doing the research scrapbooking for beginners layout like that’s one that came up. I think how-to is really a good way to start though for like base content like so how to if I go in scrapbooking, let me go back, how to scrapbook for beginners like that’s like number one. That’s like an easy one. Now, she’s popping up for that again in page 1 for that. Now, there’s another one, 123,000 views and her name is CraftieAngi. So, do we think she’s a little bit more targeted? Probably. So, and hers is Scrapbooking For Beginners – Tips + Ideas. So, if I’m going to hers right now, she’s got 15,000 subscribers. Still not a ton. So, now if I go to her full channel, I’m going there now, she is “Artsy. Crafty. DIY Lifestyle. You Name It I Craft It. Welcome To My Planet Craft.” And let’s see when her last video was. Two years ago.
[00:33:24] Danielle: Wow.
[00:33:24] Scott: Okay. So, she’s not doing it anymore but she’s still ranking. She’s got videos that are still up there that are driving traffic but two years ago. This actually would also be someone that like so, again, thinking out loud here, if I was getting into the space which I’m not, I’d reach out to her and say, “Can I buy your channel?” Buy her channel. All she got to do is just give me their rights and give me inside access. I change overall my credentials. I own that channel now. Now I’ve got all these videos that are driving traffic every single day and then I can start adding to it. It’s a seasoned account now. Not saying that that’s what you would do but that’s how I think.
[00:33:59] Danielle: Yeah. Okay.
[00:33:59] Scott: You know what I mean? Because she’s not doing anything with it. It’s dormant. She’s sitting there. Two years old. Like I’m looking at the last video, it was two years ago. Now, some of the videos may not pertain because it’s just all crafting stuff so it might not be scrapbooking but having a seasoned channel sometimes is a great way to kind of get a head start or add another thing to your outside traffic sources but the only reason I’m saying that is because I stumbled on this. I didn’t think I was going to stumble on it where she wasn’t doing it anymore. But a lot of her videos have like maybe 2,000, 3,000 views. That one has the most I think and the other thing you can do, I don’t know if you’re aware of this, but if you sort by most popular, you can sort on the channel by most popular videos and then it’ll give them to you in order. So, in this case, that is the top video for scrapbooking for beginners, tips plus ideas, and then she’s got her next one has got 114,000 views. It’s “My Polymer Clay Tools, Supplies + Storage 2015”. “DIY: Sharpie Galaxy Shoes!” 89,000. “3D Perler Bead Popsicle Keychain Tutorial!” 40,000.
So, there are all of these different things that she's done but it kind of shows you what are the top ones that she’s created. Now, what I was really looking for was if it was someone that was doing scrapbooking then I would’ve found other scrapbooking videos that they created that were doing well. So, I would’ve just kind of seen. They would have done the research for me in a sense. So, if I go back to that, let me see who else is showing. I’ll do one more real quick. Again, another beginner scrapbook tutorials part one. Another thing to do is like part 1s, part 2, part 3. That’s good. So, this one here is “Beginner Scrapbook Tutorials – Part 1 – Creating Your First Layout”. This is eight years ago, 451,000 views. And that one there they’ve got 107,000 subscribers and, well, okay this is a major one. This is Scrapbook.com.
[00:36:08] Danielle: Oh, yes.
[00:36:09] Scott: So, anyway, I would piggyback off of that now. So, what I would do is I would go to their channel and I'm going to look at their channel and they have guest posts is what they do. That's how they do it. So, then I would go to their videos, their video tab, and then I would sort by most popular and then from there I would look at all the ones. So, yeah, Beginner Scrapbook Tutorial that’s the first one then the Scrapbooking Part 2 Basic Tools and Supplies, part 5 was actually the next one that had the most, 160,000, Album Creation. Then there’s another, a dye, a Crop-A-Dile it looks like. I don’t know what that is. It’s some type of tool. 126,000 views. Memory Keepers. Cinch, it looks like another tool. And there’s part 4, Finding Inspiration, so how do you find inspiration for scrapbooking. That was part 4. That was 117,000. So, yeah, again, what I’m doing is all I’m doing is going through and trying to identify what topics I could create.
[00:37:25] Danielle: So, do you think that getting that social media presence is more important in the beginning than finding the products for the private label?
[00:37:36] Scott: Yeah. I don’t think I would stress on the private label side unless you are like, alright, this is 100% the market I’m going into. What are the three to five products that they are buying right now? And then maybe you start with one or two of those but yet you also have content that you’re creating that you’re using that one or two or three products. Because then you can kind of sprinkle that in and be like, “Hey, I’m going to be doing this new layout tutorial today. I’m actually using my new tool that I actually created because I was so frustrated in the market. They didn’t make it that worked like this. It was always doing this. I made mine do this. If you’re interested, you can check out the link in the description down below but here’s what I’m going to do in this tutorial,” boom, boom, boom. So, I just sprinkle that in without it being overly salesy. I’m still giving them content. The other thing is, is if you’re going to do that and I think anyway regardless if you’re going to be launching right away, a private label product, you want to probably be building an email list in this space, so you can then let them know, number one, who you are and why you’re doing what you’re doing but then also you’re able to drive that traffic to your content.
[00:38:46] Danielle: Okay.
[00:38:47] Scott: Okay? So, I mean, for this market, well, in this market but this isn’t necessarily 100% your market but if it was a scrapbooking market, I would do like the ultimate scrapbooking toolkit and I’d give that away $150 value and I would target women and probably that had scrapbooking interests and that might be ages from 30 to 60 and I would target them on Facebook and I would throw that ad in front of them that basically would say, “We’re giving away this ultimate scrapbooking kit. Enter your name and email address to win it.” And then I would do that for 30 days, build an email list up, 1,000 people, 3,000 people and then the first email to those people would be, “Hey, thanks so much for signing up. I wanted to take a minute to introduce myself and to share my scrapbooking story with you.” Something like that. And that’s a way for you to introduce yourself and also then say, “Yes, you just signed up for this thing but I’m going to be creating some really awesome content for you in the future. If there’s anything that you want me to create, let me know.” So, this way here we’re able to take that. Again, blog is home base, YouTube is we’re able to demonstrate and show whether it’s unboxing, whether it’s tutorials, whether it’s advice, whatever it is and then from there the email list will allow us to drive traffic to the blog but also to the YouTube and then also get people to consume it.
[00:40:15] Danielle: Okay.
[00:40:17] Scott: So, again, there’s a lot of different components but if you break it down, it’s like blog, home base, YouTube is going to be where people are searching right now for visual stuff. You’re going to give them that but you’re going to take that content and post it on the blog because why not? You have it and you’ll start getting some SEO benefits from that. And then the email list is really there for you to speed up the process where you don’t have to just wait on organic traffic. You can almost pay for the email list so that way there you can start to talk to people that are interested in your space and then start to be known as either the expert or the person that’s learning along the way that’s sharing with you my journey.
[00:41:03] Danielle: Do you think it matters so much that like in my, let’s say I have a Shopify store, a couple of my own branded products as well as some other small artists products, does it matter the amount? Like should it be more heavy on my branded products or that doesn’t really matter?
[00:41:21] Scott: I don’t think that really matters and as long as like now you’re starting to kind of move into another direction, that’s going to start to become more than what you have. It’s just in the beginning it’s like you have more stuff over on that side because that’s what you’ve been doing but now you’re going to start adding and filling out this side of things. So, I mean, if you have Shopify, you can technically build your blog off of Shopify.
[00:41:43] Danielle: Yep. I just signed up a couple of days ago for Shopify, so I can start a blog.
[00:41:47] Scott: You can totally do that within that and then that way there you have your store component already bolted on, so you can kind of take advantage of that. I think for you it’s really about just getting those core components in place and then mapping out your content and then just executing the content and publishing it and doing that consistently. You don’t have to have the entire plan laid out, but I think sitting down not thinking about you’re going to create the videos today. You’re going to just map out what are the topics that are interesting to people that would get you found the easiest and start with those and then map those out and I say map them out like bullet point. I’m like just this is the topic, and these are the three or the five tips you’re going to be giving away in that or this is the product that you’re going to be reviewing and showing and demonstrating in this thing, and here’s the title. And if you get like four or five of those, you basically batch those so you like sit down for a day and you just knock out those five. And now you’re like five weeks in, right?
[00:42:59] Danielle: Yeah.
[00:43:01] Scott: And if you’re feeling like kind of like excited and you wanted to do more, you could, and you can sparkle those in but those wouldn’t be your normal maybe post time. Maybe you’re just going to sprinkle in a few because you had time and you wanted to like you don’t think – you only compose once a week. I’m saying the minimum would be once a week and I would say if you’re going to be consistent, commit to once and be consistent on that day but if you wanted to sprinkle in other ones, that’s fine but just always stay consistent on at least the one day and the once a week.
[00:43:31] Danielle: Okay. Yep.
[00:43:35] Scott: So, yeah, it sounds like it’s a lot of work, but it really isn’t if you kind of chunk it down and then you also batch. I’m a big fan of like mapping it out and then rolling up your sleeves and then going to work versus like I’m going to figure out what I’m going to do today as far as video and then I’m going to record it and then I’m going to edit it, upload it, all that stuff. It’s too messy. It’s better to plan like all of the topics that you’re going to do maybe before the next four or five episodes and then move on to production side like let’s fire up the camera. Let’s get our sets situated or if we’re going to do an over that camera shot, you’re going to have to get that set up and that’s it. It’s easier to kind of work through it if you kind of planned and you can sit down and just kind of get to work.
[00:44:23] Danielle: Yeah. Is there a good editing tool that you recommend?
[00:44:27] Scott: Are you on Windows or Mac?
[00:44:30] Danielle: Windows.
[00:44:30] Scott: Okay. On Windows, there’s a bunch of different ones. There are some free ones out there as well. If you went with like Adobe, I think Adobe products are always good and they have some beginner ones like for Photoshop they have elements. For Premiere, I believe they have a lighter version of that as well, so Adobe Premiere is good. The other one is you can even use depending on what you’re going because this one here would allow you to do like screen capture videos too if you are going to be doing any of that stuff is Camtasia. That’s another one. That one there I believe can do on camera and it can do screen capture and the reason why I’m saying screen capture because I’m not sure 100% what you’d be doing as far as like maybe you’re going to walk people through something on your computer screen and you’re going to record that. Camtasia would do that.
So, that would be my advice. Premiere for Windows, it’s Adobe Premiere it’s called, and they have a lighter version I believe. I think you can even get the cloud version now that they have like Adobe Premiere and even elements built in and it’s a monthly fee but it’s pretty inexpensive compared to what we used to pay yearly for those. I mean I always buy in Photoshop for like $700, $800 and then every time we would update it was another $150. Like nowadays it’s like I think like $10 or $15 for like a monthly and it’s always up-to-date and you get storage and stuff like that. So, I’d look into it. I don't think you have to get fancy with any of that stuff. In the beginning, you're going to probably do some of that yourself. If not, you could always go to Fiverr and just have your videos edited for $10 or $15. You could always do that too, keeping them simple, because with what you’re doing I’m sure in the beginning we can kind of probably keep them basic and to the point.
[00:46:32] Scott: It’s like I said you’re going to be on camera. You’re going to talk about what you’re going to share with them and then logo splash and then content. It’s really pretty basic editing on that. You don’t have to have like high, high-quality like, I mean, you want the camera to be good or, I mean, phones are pretty much good nowadays. I’d say audio too if you’re far away from your phone, you probably want to get some type of external microphone that would help with that. If you’re close enough to the camera, you’re fine. You just don’t want to sound – audio is a big thing as far as for me. It’s like when you hear a video and it sounds like someone’s in a room it’s all echoey and stuff and it’s hard to hear them, it almost makes it sound like the quality is not as good. When you can have like less quality on the video side, but better audio, and you automatically think it’s better quality for some reason. It’s just an audiovisual thing.
So, that’s where I would start though. I mean I would just start going after the topics that you think are being searched for that you could help and then start building that audience and I would probably do a giveaway to start building an email list. You can have that email list that could drive traffic to your pieces of content.
[00:47:45] Danielle: Okay. That sounds like a plan.
[00:47:47] Scott: Sound like a plan?
[00:47:48] Danielle: Yeah. It does. It does. Thank you so much. Just ready to take action.
[00:47:53] Scott: Good. Good. I mean, is there some things that I shared with you that you weren’t aware off or that maybe brought light to them?
[00:47:59] Danielle: You know, it’s a good point that you brought up about, I mean, I totally was not even focusing on the YouTube portion and the social media portion. I was so concerned about the products and getting my Shopify site but that doesn’t matter if no one’s going to it. So, I think these steps are a better way to start and to bring traffic to my site and bring awareness out there.
[00:48:22] Scott: Yeah. Again, this is a longer play. It’s like a longer-term play. It’s a brand building play. Now, with that being said, if you know that there’s a product that’s going to go well in your brand and that you could use in your tutorials then I say, yeah, start sourcing it. Like, even if the competition is a little heavy on Amazon, I’m okay with that because you’re going to have more resources to push traffic to Amazon when you want it when you have the audience that it’s not even going to matter where the competition is much. And you can do a whole bunch of other things later like that we’ve been starting to talk more about is like the funnel building and all that stuff. There’s so much more you can do with that stuff off of Amazon once you have your own channel. So, if there’s something that you’re like, “Well, yeah, there’s definitely something here like there’s the screwdriver and everyone needs it and I can make a better version of it and I could then use that in my videos and talk about it and my email list would probably want to buy one of these,” then, yeah, by all means do it. There’s no reason not to.
But I would say if you’re not 100% sure and you’re kind of just kind of feeling it out, then I would kind of start here. I would start here anyway but I’m saying that could be a secondary thing that you could be working on that you could then have a product that’s your own in there. The other thing though is once you start to do this and you start to get traffic even if it’s getting the email list to get the traffic to your pieces of content and let’s say you’re doing unboxing of some of these tools you’re instantly going to be able to put an affiliate link in there and then possibly get paid from Amazon even if it’s a 4% or 6% commission and it’s going to allow you that, “Holy crap, people are actually buying this tool. I should probably make my own.” You know what I mean?
[00:50:16] Danielle: Yeah. Good point.
[00:50:16] Scott: And you’re going to naturally probably get – you’re going to get other affiliate sales even on stuff that they didn’t click through on because Amazon basically cookies you for 24 hours. So, if someone clicks on your affiliate link in one of your blog post or in your YouTube description and they go there because you recommended a screwdriver, but they had a $500 camera in their shopping cart, you’re getting paid for the shopping or for the camera too.
[00:50:48] Danielle: Oh, wow.
[00:50:49] Scott: Yeah. That’s how it works. So, it’s their cart and in fourth quarter this really adds up because everybody has got their cart stuffed with a bunch of stuff. Right?
[00:50:58] Danielle: Yep.
[00:50:59] Scott: In the new brand we’ve been averaging around $700 a month extra on just affiliate commissions.
[00:51:06] Danielle: Wow. That’s crazy.
[00:51:07] Scott: Yeah. And we weren’t even expecting it. It was just like a byproduct. So, it’s just another thing. Again, you can still be offering things. The other thing is too, one last thing, is have you ever heard of ClickBank?
[00:51:20] Danielle: No.
[00:51:20] Scott: Okay. ClickBank is a digital products marketplace where basically you can go there, and you can sell your product there and you can offer it for sale to other affiliates, other people that want to promote it, and you can also promote other people’s stuff. So, you might want to go there and look at your market on ClickBank and see what digital products are being sold to that market right now.
[00:51:44] Danielle: Oh, yeah. That’s a good one. Okay.
[00:51:46] Scott: And then you can start to say, “Oh, wait a minute here, people are buying this package of templates or this four-week training on this or whatever.” So, now what you can do is you can test that offer with your own content and you can see if people are interested in it. And if they are, you can make your own version.
[00:52:07] Danielle: Does ClickBank have a ratings and review system?
[00:52:10] Scott: It’s not a ratings and reviews, I don’t believe, but they do have a think it’s called Gravity and when you see the gravity number it’ll kind of show you by looking at that like how well it’s selling. I’m going to go over there real quick. I haven’t been there in a long time. I used to sell actually a couple of digital courses on there myself. Let’s see. So, if I go into. I’m going to do something real quick here so Affiliate Marketplace and I’m just going to go there right now and I’m going to go into let me go into Green Products. So, in Green Products we have New Home Solar Energy Systems so basically, it’s probably teaching you how to build your own. It’s a full PDF and video guide on building a compact solar panel system with a survival angled Vsl conversion rates. Okay. So, it says right here conversion rates between 5% and 15%. So, that means every 100 people that land on their sales page, 5% are converting which is high. 15% is even higher.
So, it’s giving you that and then it’s giving you the average percentage of sale is 75% so you would earn 75% commission on that so basically a $39 commission and the gravity is 48 which if I remember correctly is pretty good. It’s selling pretty good. If it was zero, obviously, it wouldn’t be selling all that good. So, yeah, so you can kind of get an idea. You’re not going to know 100% and also you don’t know the traffic source. You don’t know how they’re getting traffic, so you might say, “Well, it’s selling really well but how are they getting their traffic? Maybe they have some really targeted traffic.” So, I wouldn’t necessarily go here by saying like how well is it selling. I’d go more of like what are they selling? And then I might even go through and buy it and see kind of the funnel that they’ve built to kind of get people to buy. And then I would start to kind of look at that and look at all their components and their sales page and stuff like that.
[00:54:09] Danielle: Okay. That’s great. Because I do want to focus a lot – I think digital products in this area is really big so that’s a good point.
[00:54:18] Scott: Yeah. Absolutely. And again, just go here and do a little search and see what you come up with just to get ideas and also potentially promote depending if it’s a good product or not. You obviously want to buy it and try it and all that stuff. But, yeah, I think definitely you probably could do both. Like I said, you could do digital and you can do physical which I love but the long-term play is really building these assets over time and that’s really what it’s about, about building a brand. It’s building these out and it starts with those components in my mind. It’s like blog, some type of outside traffic, YouTube in this case we’re talking about, and then email list like that’s what we’re talking about. And then if you have those components, everything else would be easy. Selling product is easy at that point as long as you’ve done the right targeting on your email list and you’ve put out the right content to the YouTube search engine and Google and all that stuff. You’re getting people that are searching for how to scrapbook, what’s the best scrapbooking layout or whatever. We know that that’s the ideal potential customer.
[00:55:27] Danielle: Yeah.
[00:55:29] Scott: So, is this good? Are you ready to go?
[00:55:31] Danielle: Yes. I am ready. I’m ready to go.
[00:55:33] Scott: Awesome. Yeah. This has been fun. I mean, it’s funny. I’ve been finding that in doing these, I mean, I love doing them, but I just find that a lot of similarities are definitely mixed in no matter what the market or what the niche is because if we’re looking to build a brand, there’s a lot of different components that go into it, but it usually starts with the basics and in this case, it’s home base and then outside channel and then from there the email list. The email list, obviously, we can take that. We do a whole bunch of other cool things with it later. We can do lookalike audiences and Facebook and all that retargeting. We’re not even going to talk about that. We got to get there first but just know that these are assets that you’re building and from there you can move on. So, as long as you commit to it and again I say give yourself like a time like, “For the next six months, I’m going to focus on this and I’m going to do these three things consistently,” to me I don’t see how you can’t see growth.
[00:56:34] Danielle: Yeah. And these steps like you said, I can’t see how any other niche would not be able to follow these steps, so I think it’s a good plan to go by.
[00:56:46] Scott: Yeah. So, let me ask you a quick question. So, by me doing this and kind of going through all of these components, there are probably things that I’ve talked about that you’re like, “Man, I would like to spend the whole session doing just the YouTube training or the blog training.” So, if I was to create content that was specifically towards those things, would that be useful to you?
[00:57:06] Danielle: Oh, definitely. Yes. Yes. Absolutely. Please do it.
[00:57:10] Scott: That’s what I wanted to hear because I’m going to be actually doing some videos on YouTube myself where I’m going to be doing more of this higher-level not just Amazon focused stuff. So, that’s what I’m going to be doing and kind of mapping things out and like again if we’re going to talk about YouTube, we’re going to talk about YouTube best practices and kind of like how to optimize your video, how to get it ranked like all of these things which we could spend the whole session on just that.
[00:57:36] Danielle: Yeah. And I think that would be a good YouTube, not only a podcast like something you can show as where to click and how to do it.
[00:57:44] Scott: Yep. And even like going here to ClickBank and looking at these like I’m doing it here, but you don’t see me doing it. But if I was to show you and show you the things that I’m looking for and it’s going to make it helpful for you and anyone else that’s following along. So yeah, cool. That was just a little validation for me to know that this brand building thing that I’m kind of pivoting into is really where people want to go and is useful and really being able to break down each chunk I think is critical.
[00:58:12] Danielle: Yeah. No, I like the new direction that you’re taking. I mean not really new but it’s this like slice of it.
[00:58:18] Scott: Yeah. We’re expanding and we’re not just focusing on the one marketplace and launch new products on Amazon. We’re going to kind of do the full like let’s build the brand. Like, this right here like if we’re having this conversation and you’re like, “I really want to do this thing,” like that would’ve been the conversation and now it’s like, “Alright, before we speak again like go do this, this, and this,” because before we – we can’t do anything else unless we start to build on those things and that’s really what I want to hear. So, again, maybe in six months reach back out to me. We can have you back on and we can kind of see where you’re at, what you’ve done, what kind of hurdles you’ve come across. Obviously, in the meantime, if you have anything that you want me to answer a quick question or whatever, let me know. Even if that turns into maybe me doing a YouTube video because you have that one question that I know other people will have then maybe I could just map it out on the whiteboard or whatever to help you out. I’d be more than happy to do that too. So, yeah, just feel free to message me and let me know.
[00:59:15] Danielle: Great. Thank you. I appreciate that.
[00:59:17] Scott: Yeah. No worries. All right. Cool. So, yeah, just keep me posted and it sounds like you’re excited about it so that’s key and, yeah, just a matter of getting out there and making it happen. So, I appreciate you coming on and sharing and I look forward to hearing your success.
[00:59:32] Danielle: Thanks, Scott, and thank you for all that you do for the community. Keep it up.
[00:59:36] Scott: No problem. I will. I’m not going anywhere. All right, Danielle. Thank you. I appreciate it.
[00:59:40] Danielle: All right. Thanks, Scott.
[00:59:41] Scott: Take care. Good luck to you.
[00:59:42] Danielle: Bye. Thank you. Bye.
[00:59:45] Scott: All right. So, there you have it. Another great conversation, another great call. I love doing these, guys. They get me excited for who I’m talking with because there’s so much potential out there for all of us to take advantage of. We just have to create our own plan and then go out there and execute it and hopefully by you listening in on this brainstorming session, it gave you ideas, it gave you things to think about in your own world and in your own situation or your own current brand. So, I really, really want you to take what we just discussed and try to apply it to where you are right now or where you want to start and maybe right now you’re still thinking to yourself like, “I’m not sure of that market.” Well, you got to do a little bit of digging. You have to go out there and figure out what can you get behind or do you have people in your life that you see opportunity in them that they might not see that you can then maybe partner with?
There’s a lot of opportunity out there but you have to figure out if it’s something that you could take and build and really want to invest the time. Because when you’re building a brand like this, it is going to require time, but the long-term play is really to go out there and build a brand. That competition isn’t even really going to matter because you’re building either your own influence or your own following or just your own email list that you’re communicating with and the content that you’re creating that would be serving that market. All right. So, I just want you to really think about what we discussed here and try to think about your own situation and how you can apply some of this to that.
Now, if you want to download the show notes, transcripts, all that stuff, head over to TheAmazingSeller.com/531. Again, I want to remind you on the YouTube stuff that I’m doing over TheAmazingSellerTV.com. If you go there, you will be directed to that channel, The Amazing Seller channel, but you’ll also get all of the brand building tips that I’m posting there and more of a visual.
[01:01:48] Scott: And I did a video recently, the three pillars that all businesses need especially when you’re starting, and those three pillars are the foundation. So, I think you should definitely go check that one out for sure. All right. So, definitely do that. And then the last little shout out I’m going to give to anyone that is just starting is Product Discovery Bootcamp. That is where I would start if you are brand-new or if you’re trying to expand your brand because that will help you uncover your market or expand the market that you’re in and drill down even deeper. So, that’s Product Discovery Bootcamp. You can find that training over at TheAmazingSeller.com/Bootcamp.
All right. And if you guys have a passion project of your own and you want to be considered to be on an upcoming show just like this where you and I can sit down together like we’re in the coffee shop and talk about your passion project, your business that you want to build or you want to expand then definitely email firstname.lastname@example.org. Write in the subject line, Passion Project, and then just give me a detailed explanation of what you’re talking about or as far as what you want to do and then from there you will be considered for an upcoming show. If it’s something that I want to put on the show or get together with you, I will reach out to you personally and we will discuss more of the details, so you can definitely do that as well.
All right, guys. So, that’s it. That’s going to wrap up this episode. Remember as always, I’m here for you, I believe in you, and I’m rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.
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