The YouTube Formula by Derral Eves

Author:Derral Eves [Eves, Derral]
Language: eng
Format: epub
Published: 2021-02-24T00:00:00+00:00

Get the companion workbook and find more resources at www.ytformulabook.com.

12

Recon and Research

Every business knows there is no business without the customers. You have to get the people in the door. This is called acquisition. A lot of money and time is spent on marketing to acquire customers. You need to spend some time figuring out how to get the people in the door, too. You might not be seeing your viewers as customers or consumers, but you should. They are consumers you need to acquire to be successful. I'll show you how to find your people, and more importantly, how to retain your people. You have to know how to keep them coming back for more, or you will lose them. Our goal is to keep the loss or “churn” rate as low as possible and the growth rate continuously climbing. Every good business does this well, and so should you.

This is going to be one of the funnest chapters of the book because we get to talk about exactly how to go and find your viewer tactically. The funnest part is that it works.

In this book's introduction, I said that a pooping unicorn made me write this book. This wasn't tongue‐in‐cheek; I literally meant it. Here is the story behind it: I was visiting my friend Jeffrey Harmon, whom I have worked with on many projects over the years. We complement each other really well professionally. He told me about a potential new project he might be working on that would have a pooping unicorn in its ad. He had me at unicorn, but he really had me at poop. The ad was for a company called Squatty Potty, and they had a challenge to overcome. Their demographic was the boomer generation, and they had plateaued. They knew they needed to reach a younger, health‐conscious avatar, and they reached out to the Harmon brothers' marketing agency to help.

I told Jeffrey I really wanted to be a part of the project (Who wouldn't? An ice‐cream pooping unicorn? Sign me up!), so we joined forces and started on the creative. We needed to take the “ickiness” out of going number two, and we had to convince the Squatty Potty owners and their Shark Tank investor that this would work. Originally, the plan was to use an artificial Clydesdale‐sized unicorn to poop because it was big enough to fit an ice‐cream machine inside, but Daniel Harmon, Jeffrey's brother and business partner, had the idea to use CG effects and a small unicorn instead.

We needed to know where to find the unicorn lovers of the world and figure out who they were on an individual level so we would know how to connect with them in our message and delivery. Every marketing campaign's success hinges on knowing who the buyer is, but I wanted to know more than who would buy a Squatty Potty; I wanted to know what kind of person cared about unicorns enough to respond strongly to an advertisement that featured one.

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