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Hello and welcome to another
episode of YouTube Success.

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This is the YouTube Success podcast
for business owners and creators who

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want to get started on YouTube, but
don't know where to get started how to

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get started, all that kind of stuff.

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And we don't have an intro,
which I don't think I've

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mentioned for a few episodes now.

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So, please give me some credit for doing
that or not doing that as a case maybe.

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We're talking about signature
videos today, signature videos.

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And that is that really, what I want
to do in this episode is probably..

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Really what I want to do is hopefully
change your perception of what a YouTube

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video is and also when we're talking about
this, hopefully change how you feel about

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creating the content in the first place.

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What I find with a lot of business
owners is that they think about

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YouTube as loads of effort, loads
of effort for very little reward.

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And there's loads of reasons
why you might think that.

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You might think that because
YouTube is a long-term strategy.

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It definitely takes much longer
to take off, compared to some

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of the short form platforms.

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You might find that the rewards
that you get in terms of inquiries

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and leads and sales Might take a
little bit longer to get started.

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Now I mean I'm saying this for
fat land because I'm thinking

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about what you guys think.

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But actually and let me know
in the comments if you're

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watching this on YouTube as well.

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But actually, I don't think
any of those things are true.

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I think if you're strategic with your
content, then there's no reason why

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you can't get leads and sales quickly.

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If you are strategic in the way you
deliver the content, there's no reason

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why you can't send people the audience of
people that do listen, even you know a lot

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of people talk about this with short-form
platforms like I'm stuck in 200 view jail.

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That's what they talk about.

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But actually you only need like, if
you're running a business where you need a

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handful of clients every month, then what
does it matter if only 200 people see it?

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If you get 2 or 3 of those people
to take some kind of action.

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Actually, the compounding interest over
time of those 200 people would end up

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to be thousands by the end of the year.

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Anyway, I digress slightly.

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So I want to change that perception
a little bit about the fact that

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it takes a lot of effort and
you don't get a lot of reward.

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And I want to kind of move it
to the fact that you're creating

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assets for your business.

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And I talk about this loads.

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If anyone's ever seen me present
live and maybe you want to come

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to Creator Day, link is in the
comments by the way for Creator Day.

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We've got 40 speakers coming for
creator day and it's on April the 11th.

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If it's gone beyond
that date, don't worry.

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All the replays will be available in
various different places, all that

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kind of stuff, but creatorday.co.uk
So I want to think about assets for

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your business then and And the way I
describe YouTube videos is a signature

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video and actually I'll tell you
the history of the signature video.

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I did a course by a woman called Amy
Porterfield, massive online influencer.

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She helps business owners start
courses and that kind of thing, really

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really great programme that she's got.

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And she talked about your course
being your signature course.

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The thing that you would send
people to, a bit like my YouTube

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Accelerator, send people to be like
the thing that people remember.

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It's your main asset.

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It's your or your money making asset,
you know, and so I kind of took that

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and thought about this from a YouTube
point of view and thought your videos

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you create are signature videos then.

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These are, every video that you have
is not necessarily It's not like

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you end up with a hundred signature
videos, although you can in some ways.

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Each one of them becomes an asset.

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So if you think about every time you're
creating a video, a piece of content,

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what if you put the effort into those to
make them the best piece of content that

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you can make that stands out on its own?

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And actually, we talk about this sometimes
when we think about evergreen content

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as well, you know, creating content
that you can use forever because a

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lot of YouTube videos, I saw someone
recently put a YouTube video and he said.

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Oh, my YouTube video is taking off again.

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It's not done anything for seven
months and now it's taken off again.

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That's the benefit of
these long-term assets.

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And I've written down in my notes
for this episode, long-term assets,

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because that's what a signature video
can be, is a long-term asset, something

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that keeps giving you value or keeps
helping provide value to other people

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that then helps them come towards you.

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So what is a signature video then?

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So if you think about now that every
video, every youtube video is a

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signature video, one of the common
questions I get asked is how long

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does a video need to be on YouTube?

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And there's this old quote and I
think it was Dan Kennedy that first

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said it, but you know, when I read
these things in books now, I hear one

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person say it and then I find that 20
years ago, someone said it before him,

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him or her, I should say, or them.

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It was Dan Kennedy that said you can't
be too long only too boring, right?

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That was the thing and I love that
phrase because it kind of says that

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when people talk about long attention
spans or short attention spans, they

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forget that we all watch Netflix and
we'll binge watch a whole season in an

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evening, you know, stay up to 2:00 AM to
watch these things, like attention spans

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are not short; your content is boring.

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So you can go, really, the true answer to
it is you can have a piece of content as

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long as you like, doesn't really matter.

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You can go as deep into
a subject as you want.

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I've seen, there's a lawyer,
I think an American lawyer.

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I can't remember her name now, she
goes into detail into these like

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crimes, case studies, you know, and
they're like two and a half hours long.

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And I think, if she can do that and
people will watch it and she does

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get a huge amount of people that
watch these things because they're

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fascinated by it, it doesn't really
matter how long your content is.

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But for a signature video, if we
need something, if we're, like my

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wife, she needs all the details
before she does something, right?

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She wants all the details in there.

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If we need to give you the details,
I would suggest 5 to 15 minutes

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is a good length of a video.

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Good length of a signature video.

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I think in 5 to 15 minutes, depending
on the topic, you can go into enough

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detail to make that video interesting and
quite meaty as well,   5 to 15 minutes.

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I think on the short end, you're probably
just going to introduce the topic talk

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about it a little bit and then that's it.

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But on 15 minutes, you could
go pretty deep with that topic.

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Now the other thing to think about with
this signature video and I've already

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gave you loads of stuff in this episode.

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So loads of things we're going to
talk about it on future episodes as

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well I'm sure but I just want you
to consider this signature video

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to not be a second class citizen.

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This is not something that we record
on Zoom, it's part of a meeting

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that we cut out of that meeting
to make into a YouTube video.

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We want to be purposeful.

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We want to be intentional
with what we're doing.

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So we want to say we've decided
on the topic, so for mine in this

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episode, it was the signature
video and that we're focusing on

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delivering that piece of content.

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And I use a post-it note.

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If you're watching on YouTube,
there's my post-it note.

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I have 3-5 bullet points, in this
case, I've got five bullet points.

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I've got my title of my video and
then I go through those bullet

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points and make sure I cover all
that within those 5 to 15 minutes.

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And I waxed lyrical right,
like I've not scripted this.

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Some people like scripting, some people
like to be able to read from a script

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and have a teleprompter all that kind of
stuff but for me, I like to just have my

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title have my bullet points and let them
things fly and that does mean sometimes

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that there's not much organisation in
terms of the delivery of something, but I

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think if you are happy to deliver it that
way and actually the main reason why I do

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that as well is because when I've scripted
stuff and I've tried to read it off the

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screen, I feel like I sound really wooden
and I feel like I'm concentrating so much.

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I'm reading the script that I can't say
what I want in the same way in which

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I deliver these kinds of videos where
they're a lot more natural I think.

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Some people, they deliver
teleprompter stuff, presenters

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and that kind of thing perfectly.

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Well, I know a lady that was
in my old YouTube Community.

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She said Matt I script everything
and I did a podcast with her once,

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and she sent me like a full amount
of show notes, like this is what

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we will talk about on this minute.

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And then this is what we'll talk about.

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And I was like, Oh my God, this is insane.

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I couldn't, there's so much prep
that goes into those kind of videos.

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I couldn't do that.

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I just like to go and shoot
from the hip, so to speak.

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Now in the next video that's
associated with this, so this

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is kind of, we're coming towards
the end of the podcast episode.

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In the next video, I'm going to talk
about, in the next podcast episode,

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I'm going to talk about repurposing
this signature video as well.

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So, I have a course called Content
Repurposing School, and this content

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is really part of that, albeit, you
know, it's not a, I'm not taking this

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and putting it into the course, I've
got a different video that I've done

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in a bit more of a structured way.

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And I'm not trying to sell
that course either really.

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What I wanted to do is I wanted to give
you some of this for free and for you

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to understand that we start with this
signature video, and then the next thing

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we do is repurpose that signature video.

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So how do we make that, signature video,
that asset that we've got, and take

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it and turn it into a whole bunch of
content that we can use for our business?

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Because if you think about this, and
you've got a strategy where you're

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gonna do one video per week on YouTube,
we do that signature video, we take it

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we repurpose it you could end up with,
let's say we repurpose that into like 49

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pieces of content, which is perfectly,
you're capable of doing that with a

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15-minute video, maybe not so much
with a five but with a 15-minute video.

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Um  Then you'll have 2500 pieces of
content by the end of the year, if you did

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one video per week and then repurposed it.

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In the next video, I'm going to
talk to you about repurposing.

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I'll explain some of the strategy
around that and I'll talk about the

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assets that you create as part of
that content repurposing strategy.

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Last thing I'll say on this episode is
if you want to come and hang out with

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us, we have something called The Creator
Meetup, so it's thecretormeetup.com.

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You can come and join us.

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It's £12 a month or there's an
annual price £97 I think and

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then a lifetime price £297.

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If you want to come and hang out with
us over there, we have all the TubeFest

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attendees, get access to that community
and we're putting them in there.

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And of course you can come and join,
just on a monthly basis, and come and

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hang out and talk about YouTube and
talk about being a creator and ask

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any questions and stuff inside there.

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So we've got a whole community;
it's called thecreatormeetup.com.

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Link is in the show notes.

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We'd love to see you over there.

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So head over there to come and join us.

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All right.

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Thanks so much.

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I'll see you in the next episode,
all about content repurposing

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for your signature video.

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Bye bye.