YouTube's Superior Creator Compensation
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YouTube is the platform that compensates its creators the most. You will always make more money posting the content on YouTube.
Podcast Introduction and Host Background
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You're listening to the Brands That Book Show, a podcast for creative entrepreneurs who want practical tips and strategies to build engaging brands and craft high converting websites.
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We're your hosts, Devi and Krista, co-founders of a brand and website design agency specializing in visual brand design and show it websites. You're listening to the Brands That Book Show.
LaShonda Brown on YouTube Success and Business Impact
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In today's episode, I'm chatting with LaShonda Brown about maintaining a successful YouTube channel. We dive into the impact that YouTube can have on a business, how often you should post, how to figure out what to post, what monetizing your YouTube channel looks like, and ultimately the freedom that it can add to your life.
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LaShonda has been on the podcast before, so if you enjoy this episode, be sure to check out episode number 110, where she shares how to use free content to grow your email list. I think you guys are going to get a ton of helpful details out of this episode, and I hope you enjoy it.
Sponsorship Introduction: Badao
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Speaker
Today's episode is sponsored by Badao, formerly Sumo, the very best intelligent form and pop-up tool for your website. Deliver the right message to the right visitor using our advanced targeting rules.
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Whether you want to display a pop-up to only new visitors or generate a unique discount code for those who subscribe to your list, you can get the job done using Badao.
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One of my personal favorite features is the show a tab function. Basically how this works is when visitors close the pop-up, it minimizes to the bottom of the page so that visitors can open it back up if they'd like, but it also remains out of their way while they browse.
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You can check out how that feature works over at the Davy and Krista website. Also use the code Davy and Krista to save 20% on your subscription. Create an experience on your website using Badao.
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I am so excited to be talking with you today.
LaShonda's Proximity to Hosts and Work-Life Balance,
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You've been on the podcast before, and coincidentally, we actually only live about an hour away from each other, which maybe sounds kind of far, but we all live in the mountains, and so really, you're just like on the other side of the mountain for me. So- Welcome back to the podcast.
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So for those of you who are new to you or maybe didn't listen to our other episode, could you just kind of introduce yourself briefly and tell us what you do? Yeah, so I love what you said because I literally just went on a hike yesterday with a friend who lives in Afton. And I was like, you're neighbors, like we're neighbors because in mountain life, in Albert, that ain't nothing for us. So I live in the Blue Rose Mountains of Virginia. um i absolutely love living here because I can take the train to the city if I want. I can go to the baby airport if I want.
00:02:52
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But ultimately, i am super passionate about teaching service providers how to work less and live more by leveraging tech and YouTube. And so people know me for the 20 hour work week. And so it's important for me not only to be an authority in the tech space, but also to be able to show people what's possible on the other side of things.
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Okay, so tell me more about your 20 hour work week, because that's pretty impressive. Have you always only worked 20 hours? Or have you like used your way into that? I've definitely eased my way in. It's so funny, because people see like the result, they think I'm like an overnight hit. But I'm like, this is a decade in the making.
00:03:30
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I was an expert at being a burnout service provider. But honestly, as I started thinking about next season of life and wanting to have kids and all those different things, I'm like, this is barely sustainable for just me.
00:03:44
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So I have to figure out a way to continue to make a decent income with without having to sacrifice my health and my well-being and my relationships.
00:03:54
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And so it was kind of like the 20 hour work week was where I felt like I was operating at my best. And so I tried to figure out first how to orient my schedule.
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And then I figured out how do I continue to make money with just that little bit of time? And so it took me some while testing some different things out, but ultimately YouTube is the foundation for that business model.
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I don't think I could actually achieve that without having a platform like YouTube to help me on the backend. Yeah, that's really impressive. So when did you start YouTube? Cause you said it's been a decade in the making. Have you been doing YouTube for 10 years?
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Allegedly. So you know how you create like a YouTube a account and you use it to upload videos, like call recordings for free and... And all of that. So I definitely have had that YouTube account for a decade.
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But in terms of posting on a regular basis, that's been within you know the last three to five years. And doing YouTube full time, this is my third year doing that.
From Corporate Film to YouTube Content Creation
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Okay. Wow. That's amazing.
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Okay. So what were you doing? Remind me, did you mention what you're doing before you just started doing this? Yeah. So I've lived 10 lives. So I'll give you the short version. My husband and i still own a video production company and my background is corporate film production.
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So TV commercials, videos in national parks, all of that stuff. And And government contracts are cute, but after 10 years of doing 15 page proposals for five minute long videos, I was like, enough is enough.
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This is ridiculous. And so the money was good, but the process was so stressful. And so I thought, what can I do now? to leverage what we already have, but still find more fulfillment in life. And so like, okay, we have the capability to make the videos.
00:05:41
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Let's use that to make our own content. And instead of being behind the camera, let's get in front of it. Yeah. Was that a hard transition to go from being behind to being in front? Because I feel like I talked to so many people who are like, I want to get on YouTube, but I don't want to be on camera.
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Tell me a little bit more about that. Yeah. Girl, I couldn't even show my face. It's so funny because i have a theater degree. You would think I would just be like a baby Oprah, but no, I was so nervous.
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I hid behind my screen recordings and I remember the first time I actually turned the camera on. I couldn't even let my husband be in the room to hit record.
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So he set me up in our unfinished basement. It looks like I'm in a bunker and I'm like talking to myself. It's hysterical, but you got to start somewhere. So don't be fooled. It it takes time to build that muscle, but now I can live stream for 60 minutes and everything's everything. But it was a process.
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Did you keep those early videos on the YouTube channel or have you? Oh, they're in the depths. Yeah. You can go look at them. I don't recommend it but you can if you want. That's so funny. Okay. So did you start off just like, what was your posting schedule then? has it shifted to?
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Tell me a little bit more about with that because I think that's also kind of intimidating for people to think about like, how often do I have to create videos to keep up? and to make them like work for me. I think the biggest thing for me is i understood that posting more means you make more.
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However, I really don't like the hustle bro culture.
Content Strategy and Efficiency
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And so I had to figure out how can I post once a week and make those videos worth it?
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And if I have more capacity, then of course I can ramp that up. But I thought once a week is sustainable. And I even got to the point where once a week looked like live streaming. I wasn't even editing the content. It was just, I show up Mondays live at 10, I teach, then I'm out.
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And so I think for a lot of people, they think that YouTube is a whole nother job. You know, it's a whole nother mindset, a whole nother system. But you really can decide for yourself how to cultivate a strategy to fit the content style that you're most comfortable with. Because you can do vertical content. You can go live. You can edit your content if that's what you prefer.
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And so I just like to mix it up, you know, depending on what I'm trying to teach And where my capacity is, that's the style of content you get. And that's totally fine. Yeah. Have you found that one of those types of content performs better than the other ones? Like, do lives perform better? Do like people feel like being there with you live interacting?
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Or do they prefer the more polished videos? I feel like I've been hearing rumblings in the YouTube world that there's a shift to be a way to be polished. Like, are you seeing that too? I've seen that too. I think people really enjoy engaging with people.
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And so the more that you can infuse your personality into your content, the higher it's going to perform. So it's not so much about the format type, but it's about how engaging are you? Like, how interesting is it?
00:08:51
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Because you can go and a vertical format in 60 seconds and captivate somebody, but you can also make them feel like your best friend by going live. So from a monetary standpoint, if AdSense is what you're striving for, you're going to make way more money with prerecorded content on your account.
00:09:08
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Shorts make the least amount of money, then live streams, then prerecorded. But if you own a business and you're just trying to generate leads, then that may be completely different.
00:09:19
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For me, I generate the most leads for my business when I go live because people can ask me questions in real time. I can tell them exactly where to go. I can tell them exactly what to fill out versus prerecorded. They're watching it on their own time.
00:09:32
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So it it just depends on what your business model is and and what you're trying to achieve. But at the end of the day, YouTube is the platform that compensates its creators the most.
00:09:43
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You will always make more money posting the content on YouTube. And so, so many friends that I have that were on TikTok, they're posting their TikToks as YouTube shorts.
00:09:54
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I've got Instagram girlies who are posting their content to YouTube. And everybody has said, I can compare the ad revenue YouTube is the highest every single time. So getting paid to market your business is next to none.
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And so that's why I encourage so many people like throw out your misconceptions and just try it because when you can actually make money driving traffic to your paid offers, why not do that instead of wasting your time with really stressful algorithms?
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Yeah. Well, okay. So tell me about how do you get them in as leads and get them to your paid offers? I feel like YouTube also rewards you for keeping people on YouTube. Is that right?
Monetizing YouTube: Description Box and Old Videos
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Like your videos are more likely to get delivered if you're not pushing them off. So how do you balance that?
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Well, I think the beautiful thing about YouTube is you can put tons of links in the description box. So you think about Instagram, you watch a piece of content and it takes an act of Congress to get them to a link because it's like, oh, go to my bio, type in this keyword, send a carrier pigeon. Like it's just kind of ridiculous.
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Yeah. Versus YouTube is like, I'm watching a tutorial about a tech tool. I want to use it. i click on your affiliate link. Bob's your uncle. Like, I'm done. So you can simplify that process just by putting the clickable links in your description.
00:11:12
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But I think the other thing is when I do live streams, I can throw up a QR code. I can tell people to DM me on Instagram. And I have automation set up there with ManyChat. Like, Whatever style works for you.
00:11:24
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But I think because you can have multiple points of contact to refer people to the yeah URLs that you need them to go to, it's just so much easier to sell that way. Yeah. And it's public ads. It's more searchable. It's more searchable. And I feel like the content has a much longer lifespan.
00:11:40
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Are you getting leads from videos you posted way back in the the basement days still? Girl, when I tell you, i i went in the depths of my analytics the other day and I was like, this is insane. i have a video that is three years old, one video that has generated over $3,000. That's amazing.
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One video. I have almost 400 videos on my channel. And I was just like, the magnitude of that is just like, okay, I posted this thing years ago and it's still making me money.
00:12:16
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and No other platform does that for you. And so it just encourages you to just keep showing up. And is that in ads? That's just ads. That's nothing to do with affiliate revenue. That has nothing to do with what they've paid me directly.
00:12:30
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That's just from Google on one piece of content. Yeah, that's amazing. I'm so impressed. Yeah, no, I was excited. I was like, oh, i need to take screenshots of this and show people like, but it's just incredible because i I think it really does reward you for putting in that extra effort to create that valuable content when you can see I'm actually building a library of resources. I'm not just posting.
00:12:54
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And so I think that that's a beautiful thing to see over time, even if you don't have the biggest channel, it's just going to scale as you get more and more views and more and more subscribers because of how the platform's set up.
00:13:06
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Yeah, that is so amazing. Okay, so how do you come up with the content that you're producing on the regular? Are you pulling it from questions that you're asked? Are you pulling it from just like what you feel inspired to teach at the moment?
00:13:19
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What does that look like? Because I know that that could be a hurdle for some people. They feel like they're going to run out of ideas to make these videos.
Generating Content Ideas and Securing Sponsorships
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Yeah, it comes from a lot of places. So I think the number one place is my members. My members are actively involved in curating the experience that everybody gets for free.
00:13:37
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So I think that that's a privilege for my paid members to have. And so we literally have a thread in our app. where it just says like tutorial suggestion box. And if they have something that they're like, hey, I would love for you to teach me how to do X, Y, Z. I pull it from there.
00:13:52
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Obviously, I'll get questions in the comments on videos and that could lead to something. Because I talk about tech when new features release, that could be a video I create. And then frankly, sometimes it's just a sponsor that's like, hey, I'm paying you to talk about this. Will you post about it?
00:14:06
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I'm like happily. I can definitely do that. So I think between those four sources, there's no shortage of things to create content about. Yeah, that's really cool.
00:14:17
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How do you get the sponsors? Are the sponsors related to your membership or the products that you sell? Tell me a little bit more about that process if somebody's interested in being sponsored on YouTube.
00:14:29
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Yeah, they come from everywhere. i am the affiliate queen. So if I use something and I like it and you're offering to pay me commission to share about it, you better believe going to get my link. Like my friends all know.
00:14:41
Speaker
So I've got a page, it's la'shondabrown.com slash tools. And that's just a running list of Either affiliate links or discount codes that I've had the audacity to negotiate. And so that's a number one place where sponsorships come from is I perform as an affiliate. They see, wow, like you sent us so many customers already.
00:15:00
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Can we do more? How can we ramp this thing up? Because they can tangibly see the impact of my influence. In other cases, I may see other creators being sponsored by company and I'm like, oh, so-and-so has money.
00:15:14
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So-and-so is paying like-minded channels. Let's chat. Can I get some of that? Like, I think you really have to have a pulse on what's happening in your industry as well, because say, for instance, YouScreen is not only a partner of mine, but they they helped me build my app.
00:15:31
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I didn't even know what YouScreen was until I saw them sponsoring other creators. And so I'm always not necessarily looking at other creators for what content they're creating, but who's willing to compensate them. Because I'm like, those are the people that I need in my circle.
00:15:47
Speaker
Yeah, that's amazing. Have you gotten, are they all like business related or have you had any fun ones? Like one of my friends in my town is a YouTuber and he got to like go to an Outback Statehouse in Australia and like do a review.
00:16:00
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So have you had any crazy things like that happen because of YouTube? I would say the craziest thing so far, well, there's a tie. ah One company, i was literally having coffee with a friend and he was like, oh, did I tell you? i just got like a free digital whiteboard. i was like, you did what?
00:16:20
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Like this guy was not even remotely involved with tech. I'm like, why did they give you a digital whiteboard? And he was like, oh, they're just trying to like build awareness and get the you know name out. It's like, well, give me their email. I want one. And so I literally have a giant, this thing has to be 70 inches.
00:16:37
Speaker
digital whiteboard in my office that I use on my live streams and I got it for free. And that was incredible. So I love, that's my favorite toy. But I think the other one I would say that would be tied for the craziest thing was my actual banking platform sponsors my content.
00:16:54
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So I'm like, they pay me in the same bank that I use for banking. So it's like really wild. It's like, I really enjoy that. yeah That's amazing. That's amazing. How do you, So I am logging into the backend of YouTube so i am logging into the backend of my youtube account to look at my analytics probably at least once a week
00:17:25
Speaker
and that's where i can see what's performing well how iss it generating income for me and what type of content i should be creating based on how the videos are performing And does that kind of help you gauge what to keep making more of as well?
00:17:39
Speaker
Yeah, I'm a huge advocate of double down on what's working. I mean, I think a lot of times we we want to be creatively simulated, but give people what they want. You know, if people are loving Canva tutorials, then girl, let's do more. So I've got a playlist of over 100 So I think there's a certain point where you have to continue to remind yourself that you're serving your audience.
00:17:59
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It's wonderful if you can find everything that you create to be a joyful process, but sometimes it's way more about this is beneficial to my community. So that's why I'm showing up and not just, oh, this is something I'm passionate about in a moment.
00:18:13
Speaker
Yeah, that makes sense. And are you pre-planning your videos and sharing, like recording them ahead of time other than the lives? Like, are you scheduled out weeks in advance or are you kind of just like going more off of what somebody asked for recently and then you'll kind of film it and get it out there quickly?
Content Planning and Adaptability
00:18:29
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i only think 12 weeks at a time. You know, the 12 week year is one of my favorite books and I couldn't tell you what I'm going to be doing Q3, Q4. Like I got to stay in the moment. And I think especially in tech, things change so fast that there's just no point in creating too much of a plan.
00:18:48
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Because inevitably, your plan is going thwarted by something, and you're going to have to change it anyway. So I think that makes the most sense for me is I think, okay, for the next three months, the next 12 weeks, how can I plan out my content to strategically promote the things that I'm trying to push in my business, or the sponsor content that needs to go out?
00:19:08
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But beyond that, I think the only thing that I definitely try to do every year is the 25 days of Canva. But i know I do that as my version of Vlogmas. But in between, i just let the spirit lead me.
00:19:21
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Who knows? I couldn't tell you. And I think that's the fun part about it. My live streams, sometimes I'll prepare 15 minutes before, like I think there has to be a balance between structure and spontaneity for you to keep doing YouTube.
00:19:35
Speaker
If everything is so regimented, if you're batching everything and you're filming four videos in a day, we can see it on your face. We can tell that you don't want to be there. And so I think stretching things out and allowing myself to just be in the moment has always resulted in better content for like my audience.
00:19:53
Speaker
Yeah, and it probably allows you to feel that stress that you used to feel and fun things like hiking and be with your family and enjoy this Buddha wire.
00:20:04
Speaker
That's really cool. I mean, I've even gone to conferences and gone up to friends and said, hey, let's like pretend I have a podcast and let's film something now in person. like you just You constantly have to be thinking about what would be good content? What is something that's happening right now that I would love to share with people who follow me?
00:20:23
Speaker
And so just always be open to looking at your life through the lens of Is this an experience that I want them to partake in And if so, film it, share it. It doesn't have to be that deep. And I think a lot of people get so stressed about YouTube and feel like if they can't make a TV commercial, it's not worth posting. And there are preteens that are sitting on the floor in their bedroom, just sharing what happened day in the life and millions of subscribers.
00:20:49
Speaker
So ah most of us in business trying to do YouTube need to calm down and just create for your community. Yeah, that's a really great point. If somebody is trying to figure out what to create and they feel like the space is crowded, do you have tips for them trying to figure out where to find that inspiration other than like what you said just now paying attention to the questions that they're being asked and the things that they're interested in? Like, is there, do you have suggestions for finding that niche to create content about it?
00:21:18
Speaker
Again, I think it goes back to your personality and putting your unique handprint on it. You know, none of us have the same handprint. And so if you're trying to just duplicate what you've seen, you're going to get subpar results because your imitation of someone is always going to be less than the original. So how can you put your handprint on it? Is it what you wear? Is it the music? Is it your personality?
00:21:40
Speaker
environment that you film in, how can you make it uniquely you, even if the topic is identical? You know, we have so many Canva verified experts creating tutorials about the same features.
00:21:53
Speaker
So why would someone watch my tutorial over someone else? Well, maybe they like the style of mine. Maybe they like how concise it is. Maybe they like how we zoom in on the interface to make it easier to find what you need.
00:22:05
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And so I think ultimately you have to look at your content through the lens of Is this uniquely me? If someone watches this, do they feel like they're watching a LaShonda video, even if they never see my face? If so, post it.
00:22:19
Speaker
If not, try again. So I think that's the biggest thing is that when it comes to YouTube, because it's a search engine, there's always going to be multiple videos about the keywords that you're trying to optimize for.
00:22:30
Speaker
So your goal isn't, how can I talk about something nobody's talking about? Your goal is how can I show up in a way that's unique to me that will allow people to resonate with my approach?
00:22:43
Speaker
Right. That's such a great point. I love that.
Bootstrap Biz Advice App and LaShonda's Appeal
00:22:46
Speaker
If somebody is interested in learning more about YouTube or the app that you have, can you tell us a little bit more about what the app is and like what you teach in there?
00:22:55
Speaker
Because that sounds amazing. And I'm so impressed that you built an app. I am still not over it. I'm like, why am I in the app store? This is amazing. It was not even on my radar.
00:23:06
Speaker
Had no plans to do that last year. And now I just feel so legit. So the app is the Bootstrap Biz device app. And ultimately, it's taking what I do for free on YouTube to the next level.
00:23:17
Speaker
And it's giving you access to me as an educator. So you can either be a star student or a Bootstrap creator. A STAR student is someone who simply wants to subscribe to my advanced monthly workshops.
00:23:30
Speaker
Where I was seeing a gap in the industry is many times people who have three to five plus years in business experience will get on a free webinar and and maybe learn 10% of the time.
00:23:44
Speaker
And the other 90% is teaching them stuff they already know. And so it gets hard in business sometimes to continue to learn. Because you're so advanced in what you're doing. And so my thing is, I want to bring in people that intimidate me. I want to bring in people that are way smarter than me and different areas that I want to learn and create a very fun, engaging experience where we have giveaways, we have commercial breaks, like it's so much fun.
00:24:11
Speaker
But at the end of the day, you're learning. So that's one side of it. The other side is the bootstrap creators where I found that I didn't have the capacity for one-on-one consults with people who wanted to leverage content marketing.
00:24:25
Speaker
Maybe it's YouTube, but maybe it's LinkedIn. Maybe it's Instagram. Maybe you want to grow your list or expand brand partnerships. And so the Bootstrap Creator is essentially my coaching program. So they still get access to the workshops. But then within the app, we have so many different threads where we decide, what are you trying to grow in this year? And I walk alongside you, hold you accountable, and help you to strategically plan your content.
00:24:48
Speaker
And we have coaching calls once a month as well. And so ultimately, either if you want me as a coach for your content marketing strategy, and then you become a creator, or you simply just want to learn every month and you become a star student.
00:25:00
Speaker
And because of the tech companies, I'm able to keep it super accessible. So the plans are only $10 a month or $50 a month, which is amazing. So I'm like, girl, you have $10.
00:25:10
Speaker
ten dollars I know you got $10. And so I can just go out and I can teach and I can pour into people and not have to stress about the bottom line because I know the price point is within the small business owner's budget.
00:25:24
Speaker
And that's the best feeling in the world that I do the work with the tech companies to get the four-figure, five-figure contracts so that the work that I do in the small business community is more giving back and being the mentor that i would have wanted and less about shaking them down for every last cent they got.
00:25:42
Speaker
And I'm sure that you're such a different personality than other people that I've noticed are teaching YouTube. You're female. I feel like that's a big difference. There's that. I feel like most of them are male.
00:25:54
Speaker
And I think that you're also just like unique in that you have worked in the creative space and you probably understand, especially female business owners, a little bit better. I don't think many of us, at least like that I know, want to be Mr. Beast, but I think a lot of You teach courses that maybe we want to build our email list for, or we have products that we want to sell, or a service provider who wants to elevate their business. So I think it's really cool that you've created this and that that it's so accessible for them.
00:26:23
Speaker
And I think ultimately it's just fun. Business can be so stressful that if you can find a community where you can get stuff done, but also have a good time. Like we had our Christmas party last December and one of the members played live music.
00:26:40
Speaker
for like 20 minutes. And just like, we just had a little concert on our, on our call. And, and I just think like, because I just feel this freedom to just do what I want and pour into my people, it's less about being the smartest person in the room and more about being that resource. That's always in your corner, rooting you on to keep going that that's why people show up.
00:27:02
Speaker
I think that ultimately if people like my personality, if they like what I'm doing on YouTube, they like how I run my business, They join my membership. They use the app because they want someone like that in their life. They want that positive influence in their life versus feeling so isolated and alone.
00:27:19
Speaker
And so giving people that sense of belonging, even if it's virtual, is a huge part of why I do what I do.
Further Exploration of LaShonda's Offerings
00:27:26
Speaker
Yeah, that's amazing. And I'm sure that you are the best cheerleader for all of the people in that membership.
00:27:31
Speaker
I'm the biggest hype man. I'm like, my biggest thing is I want to be known as recklessly generous. So I'm literally, I've got like Visa gift cards in my desk. Like I'm always giving stuff away. It's just so much fun. I love it.
00:27:43
Speaker
That's amazing. Okay. So if somebody is interested in learning more about the membership or more about you, where can they find you? They can go to bootstrapbusdevice.com and they can also just go in the app store, go in the play store, download the app.
00:27:55
Speaker
You can join us and have a good time learning. I need to go like check that out in the app store just to say that I know somebody who made an app. That's so cool. Thanks for downloading. Yeah. Well, thank you again for being here and sharing all of this amazing wisdom about YouTube and creating online communities through that.
00:28:11
Speaker
Through that. Well, thank you for having me. And again, you can always see me doing it in action on Bootstrap Biz Advice on YouTube. Yeah, well, thank you. Thanks for tuning in to the Brands of Book Show. If you enjoyed this episode, please consider subscribing, leaving a review on Apple Podcasts, and sharing this episode with others.
00:28:30
Speaker
For show notes and other resources, head on over to DavianKrista.com.