$997 Per Ticket!? The Bride Who SOLD OUT Her Wedding (Literally)

What is it that's working right now in the YouTube world? Hooks, hooks, hooks. And it's not just at the beginning. You went viral. I saw you on different national news stations. I'm selling tickets to my wedding. We always joked about selling tickets to a wedding because we run businesses and we do events all the time. We were like, what if we just did an event that we just got married at and then we monetized it. A lot of people spend so much money on their wedding day and it's crazy. We joked about it for a long time and it became real when we went to a venue here that we were looking at to get married. On the quote that they gave me, there was a $650 cake cutting fee. Jeez. To cut the cake, not including the cake. Wow. I think people need to be on YouTube. It's the second largest search in the world. Google being the first. So, there's so much attention to own there instead of rent with Facebook ads. You're watching Marketing Misfits with Norm Ferrar and Kevin K. Norm Ferrar, how you doing, man? How's how's it how's it going up in Cigar Land up there in uh in Toronto? It's going very well right now. It's it's hot so I can go out and enjoy my uh my stogies. I know. I mean, I I now you're cutting meet we're having meetings and you cut them off short because in the past it's like it's too freezing cold. It's been 5 days since I've had a cigar. Now you're like, "Kevin, uh, I got to go. I got to go." And then the weather's good. I got time. And he showed me the other day your your uh your son was down in Atlanta and brought up smuggled back. No, you didn't smuggle. Oh, no. That that Yeah, that was his girlfriend. Not smuggle. She was a mule. Yeah, let's face it. You brought some mule because cigars up in the can are like four times expensive because of the taxes. So, um, that that that looked like a cool box. But you know what else is cool is when you go to events. You know, you and I go to quite a few events. And today's guest is someone I think I saw her speak at a funnel hacking live. I can't remember if it's Nashville or Orlando or somewhere. And I was like, that girl is pretty sharp. I was taking some notes cuz she's like really good at YouTube. I social media in general, but like I think YouTube is one of her specialties. And she was just laying out like do this, do this, do this. And then just more recently, I was in uh at funnel the last what was supposed to be the last funnel hacking live. in uh Vegas and they did little roundts and I saw the list of like 50 different names. I'm looking through there and like who do I want to go uh harass and I was like oh this one I want to go to Marley's table and sit there and and learn about YouTube cuz you and I are trying to blow up this podcast on on YouTube more and we needed a little need a little bit of advice. So I was uh asking her stuff and then said you know what she'd be great for the podcast and so I reached out. But this woman as you're going to see is super busy. Uh she's got something cool going on at the time of this recording. By the time this comes out, it'll it may have already passed. Uh because I think it's next week or the week after. Um but she's a true definition of a misfit. And I think uh you're about to get to know someone, Norm, that I think you're going to be very impressed with. All right. Well, why don't we bring her on? Let's bring on Marley. Marley Jax, welcome to the marketing misfits. Hello. Hello. Happily a misfit. I you you've I was checking something out in the past. you come from like before you did this YouTube stuff, didn't you do like a documentary or something or you did you came from the something in the television world or right? Um well actually I did a documentary a couple years ago in the middle of all the YouTube stuff that I'm doing. Um but when I was a kid my dream was always to make movies in Hollywood and um growing up I did I did work in radio and television for a little bit. Um but before anything internet marketing I was a dental hygienist which was so weird. It's like such a weird hop from like teeth to YouTube. Wow. I gota I gotta say, you just mentioned dental hygienist. I had some dental surgery done about two months ago. And the guy who uh who did it, had 1.5 million followers. I mean, he had a incredible personality, but it was a dental surgeon, you know. Has he videoed you? Are you on YouTube somewhere having your having your teeth? I don't know. as I was crying and went in the fetal position. I have respect for though anybody that does dental work. I mean I I'm not afraid of the dentist. I've had a lot of work done. I'm about to have two implants. But just I always like I always have this empathy. So the dental hygienist I'm always so what's like the grossest mouth you've been in or what's like I'm always like like just curious like how do you do your job or I've got some stories like who's got the hair. Oh yeah, I bet. Oh yeah, I want to hear one. I'm just fascinated by these crazy stories. Yeah. I mean, I don't want to gross people out, but like teeth that were being held in by the calculus. Oh, yeah. Um, moving on. Next topic. So, you're a dental hygienist and then you wanted to be in Hollywood. So, then what happened next? Um, well, I I mean, my dream growing up as a kid was I wanted to make movies. But I also, you know, didn't necessarily at the time believe that was possible because of, you know, well-meaning people around us that say, "Hey, yeah, that's cool, but like, let's just stay safe in this little bubble over here." So, um, I didn't know that I actually could go after that dream. Um, and so I was a dental hygienist, but I was bored of cleaning teeth. I'm a very creative person and cleaning teeth is very repetitive and as you already established kind of gross and so um I would uh I I was doing the social media for the dental office just for fun just cuz like I would create content around the office goldfish or whatever hygienist's story that something that happened that weekend and I was good at it and then they're um they started referring the business owners started referring me to other friends of theirs who own businesses or or patients that came in had quite who's doing your social media and then kind of overnight I had a business and I didn't really know that you could make money doing social media. So I started joining Facebook groups and being like well how do I how do I do this or like how do I make sure that I'm doing a good job for these people and um and the funny part of this is like I actually I accidentally was charging more than what was kind of normal. Like I went into a Facebook group and was like, "Hey, what are you social media managers charging your clients and they some of them were like 300 a month, 500 a month?" And I was like, "Oh my gosh, I said 2,000, 3,000 a month." And they said yes. So I better like do an amazing job for them and I'm a brand new I don't even know what I'm doing at the time. Um, and so I started learning everything. I learned Facebook ads, I learned funnels, I learned SEO, I learned YouTube. And of course with my dream of making movies, I was like, I basically get to make movies about entrepreneurs and their businesses. And so then my business kind of evolved from social media into specializing in YouTube. Hey, Norm, you'll love this, man. I talked to a seller the other day doing 50K a month, but when I asked them what their actual profit was, they just kind of stared at me. Are you serious? That's kind of like driving blindfolded. Exactly, man. I told them, "You got to check out Sellerboard. This cool profit tool that's built just for Amazon sellers. It tracks everything like fees, PPC, refunds, promos, even changing cogs during using FIFO." Aha. But does it do FBM shipping costs, too? Sure does. That way you can keep your quarter 4 chaos totally under control and know your numbers because not only does it do that, but it makes your PPC bids. It forecasts inventory. It sends review requests and even helps you get reimbursements from Amazon. Now, that's like having a CFO in your back pocket. You know what? It's just $15 a month, but you got to go to sellerboard.commisfits. sellerboard.commisfits. And if you do that, they'll even throw in a free two-month trial. So, you want me to say, "Go to sellerboard.com, misfits, and get your number straight before your accountant loses it?" Exactly. All right. You know, I I dabbled in social media and what I always found, this is for Amazon sellers, and they didn't want to spend money like, "Okay, it'll be a,000 bucks a month." Uh, no. Can you get it to hundred? You know, it just I don't know how you did it, but uh trying to just pull $300 a month from an Amazon seller was like pulling pulling teeth. No pun intended. Yeah. So, so that what year was this? How long ago was this? That was tw uh 2016. Okay. And so in that so you started doing that and then you started an agency and then you went off and did the doc because then you win like an Emmy or you won something for the documentary. We we won awards at film festivals at the Manhattan film festival and the LA documentary film festival and we did submit it for an Emmy but we didn't get nominated but okay I knew it was some sort of award. So what is it that drew you versus all the social medias? What made you decide okay I'm going to focus on YouTube and become like the expert on YouTube? Why why YouTube versus Instagram reels or Tik Tok didn't exist back then or was musically back then, but why why YouTube? Well, it started just with the love of creating video. And so, at the time, Facebook and Instagram wasn't really video focused. Now, I definitely do a lot of video content on all the platforms. Any platform that has video, which is obviously very prioritized, is fantastic. But um the reason why I came into YouTube was kind of an accident at first was I was making videos answering frequently asked questions that my clients were asking me. So if they were like how do I put text on an image or how do I whatever do this thing and I would just answer I was making videos and I was putting them on YouTube to answer the question and I knew like okay I'll answer it kind of general so that if another client has the same question I can send them the same video and they started to take like some of these videos were seen by like thousands of I was getting thousands of views and I was like I only meant for that to be for a client. can I do this again on purpose? And so I started make more making more how-to videos at the time um answering questions that I thought other people would have. And so because my channel started to take off, then I was like, can I now do that for a client, for this plumbing business, for this author, for this you etiquette coach? you know, I had different a whole bunch of different clients at the time in different spaces and um video was always the thing that got the best results. Were you on camera for these clients or were you coaching them of how to do it? I had both. So, I had a lot of done for you clients. Most of my clients were done for you. Um and even I had clients that I would like that were in different even I I was in Canada at the time so I was flying to the States a lot too. And what I would do was I had a service that was like I called it six months of content in 3 days. I would film them. I would create all their content. They would they would we would batch film for three days and then I would just produce all of it over the next six months, which was great, but I was never home. And like that two I think it was like two years in a row that I was 200 days away from home. Now, is there a formula that you're using for these uh for for the for the videos? Is it a set of different recipes or is it pretty much one specific formula that you're using? Well, back then I was doing a lot of how-to videos because back then YouTube was really more focused on search. I wouldn't use the same strategy today. The same the strategy today is really more hooks um grabbing attention um and having kind of polarizing topics to speak to. That's what a that that it has shifted. I mean the how-to stuff is still there and answering those questions. People still go there. I mean I I had a just recently I had a old Ford Mustang Mache and we didn't know how to change the battery. Uh and and we went on and uh the guy came out to help me jump it or whatever and this is a fully electric car that has a battery that's like hidden like underneath like 27 trestles or whatever. And there's a YouTube video how to do it. You're right. Now it's everybody's about it's about the 3- second hook or the two second hook or it's about the thumbnail. And then some people are now saying, "Well, the thumbnails don't matter as much anymore. It's the title and and the hook." And what is it that's working right now in the YouTube world? What what is it if if like for we'll just take our podcast for example? Um what what should someone like content creators like us be doing to actually try to maximize our reach uh on something like YouTube? Hooks, hooks, hooks. You you constantly and it's not just at the beginning. Like a lot of people, yes, they'll spend a lot of time on like what's the first sentence, the first thing that we say, but if that's the only interesting thing and then 10 seconds, 20 seconds, 30 seconds in, you've lost them. They're not even going to see if you said something cool 10 minutes in because you have to keep grabbing that attention. So, I think about it like um the comedian who, you know, if you go to a a comedy show, they have great jokes that keep like building on each other and building these new peaks of that like all the way building to this big finale haha joke at the end. Um that if you had a good joke at the beginning and then boring the rest of the time, but then a good joke at the end, that's the kind of comedy show that people would be throwing tomatoes at the wall. So, we need to um have attention resets that are going to really shift people's attention. We need to have open loops as well. Open loops meaning um kind of unanswered questions or curiosities that are going to keep pulling people through. And whenever I talk about this, I I always encourage people to um notice it in movies how I I use this example a lot where I'll watch the first 60 seconds of the movie Deadpool. In the first Deadpool, it opens to him sitting on a highway overpass and all these cars buzzing by and it pans up to him and he's drawing something. He's like coloring with a crayon or something and he's it's like a picture of him beating up another guy and it says something about the name Francis on it and um and then I pause and then I say, "Okay guys, what questions did you have?" And because they didn't know that, they typically don't know what question. Okay, let's watch it again and think of any possible question that could pop in your mind. Why is he sitting on a highway overpass? Why is he dressed like that? What is he drawing? Who is Francis? How did he jump off that bridge and not die landing on that car? And then who are these bad guys that he's fighting? So, see how like in 60 seconds I listed off five to seven questions. And that happens throughout movies, commercials, TV shows, Netflix always has the cliffhanger at the end of the episode that makes you binge watch the next ones. We need to do that in our content. That's why sometimes on that makes sense on a movie you'll see like they'll show a scene like this 30 seconds 60 seconds and then it'll say they'll cut to something they'll say seven days earlier. It's like showing you the end. It's like how do you how did you get to that end and how did this actually happen? So it's a lot that that's I was just thinking that when you were saying that that should be a good example. Yeah, absolutely. So hopefully we can start doing that Kev. Yeah, we we got maybe a I got it. You can you can dress up in a Deadpool suit and just squat on a bridge and draw, you know, draw Norm. People are like, "What happened to Norm? What happened? What did Kevin do?" So, how do how do people do that though? So, that's with intent. So, should be should be pe people that are creating should they be editing with I mean uh creating with intent? Some some people say do the thumbnail and the title first and then go shoot the video. Uh other people say no, just shoot it and then pull out the best parts and and take like whatever sound bite you say in this, you know, maybe it's at 42 minutes, put that in the front and then sprinkle in something that's coming at 56 minutes at 30 minutes like coming soon or whatever uh like they do on, you know, American America's Got Talent like the next act's going to be blah blah blah. So something along those lines or should we just be going to just shorts and just like take the good pieces and the people that are die hards that want to watch 60 minutes of us three talking they can do that and the rest should just be little little snippets that hopefully they're getting some brand awareness about us or what's the right approach there all of the above can work I think it and sometimes sometimes you'll edit a video and be like oh my gosh I've totally nailed it there's great open loops we have a great hook and sometimes it won't hit I've even had videos where we'll post the same video on Instagram Tik Tok Facebook, YouTube, and it'll totally go nuts on YouTube and just doesn't get anything on on Tik Tok or vice versa, like any of them. And so, it's like we're going to do our best knowing that we have created open loops, we've created hooks, and yes, the strategies of like film it and then pull out the most intriguing parts to create like a a teaser of what's to come. That can absolutely work. Um, you can also kind of film with that editing in mind of like teasing what's, you know, you have a little commercial break kind of thing to say, "Okay, next we're going to talk about this thing." That can absolutely work. Um, for talking head videos even, I mean, I have videos where I'm still doing some tutorials or trainings and um, I might say something like, "Hey, in this video I'm going to share with you these three things. I'm going to share you A, I'm going to share with you B. I'm going to share with you C." And because of how I've positioned those three different points, it's like, okay, well, now I need to hear all of them. Another cool way that I've seen this done is you say something like, okay, and you need to make sure I'm going to give you five points and you have to make sure that you pay attention to number four because if you don't implement number four, the first three won't even matter. And then number five is going to show you how to even scale that even further. Well, what did I just do there? Now you have to listen to 1 2 3 4 and five so that you can get the result that you came here for this video for. I I guess you could split up those five as well into just small clips and just tease. Yeah, there's a there's a lot of creators out there right now. Everybody like everybody in my neighborhood wants to be a creator. Everybody's wants to be a creator and most suck. Uh you know, and that's the reality. And then you don't know like if you're if you're trying to do this and you're afraid to go on camera, you don't want to be on camera, but you have a great brand and you're trying to find somebody. Well, there's a problem. How do you find the right creator? There's so many people that have fake followers and they're just not good. They don't have the right personality. How do you find that right creator for that brand? Are you saying like to have a different face on camera? Yeah. So, you're Let's Let's say you have a face for radio and you just don't want to be That's not you. That's not you. It's not me. Yeah. Of course. Yeah. But, uh, but just the person doesn't want to be on camera. He runs the business. He's a CEO. He's growing the business, but he doesn't want to do that. I would look at two different directions here of can I either help them overcome the fear or can we just leverage different strengths because I actually think that finding a different face a different spokesperson should be like the last case scenario really because we don't we don't want a Jared from Subway situation. No. Yeah. No, definitely not. I would much ra and also you have less control over what this person does. I mean you say you have a spokesperson and then in their personal life they're doing stuff that doesn't represent the brand. Meanwhile, the whole brand, this is the face. It's going to take down the whole company. Look what just happened with astronomer. Like, he's not even the potentially face, but look what happened when he did become a face of something very public. Um, which is very unfortunate. But, um, I would rather see, okay, what is the fear of being on camera? Because really, it's, you know, it's a piece of metal and plastic. Can I help you overcome that fear by seeing the big benefits of it? Um, and usually it's it's some kind the root is just a much deeper, you know, insecurity or or even just afraid of being judged, right? People are afraid of being judged, but you're going to be judged no matter what. Like you you get judged for doing good, you get judged for doing bad, you may as well get judged for doing something that you enjoy and it is paying you and is serving other people. If you just downright don't enjoy it though, okay, now here's here's the other caveat is people can say, "I don't like creating content." Yeah, I get it. I don't like doing my laundry, but it has to get done. Like it eventually it it's going to serve you in some way. So, can we just find ways that can make it fun? And I actually I created a program called Content Game because I I get that too. Like I have phases where I don't want to create content, but I know that it works. And so it's kind of like I tell my kids um only brush the teeth that you want to keep. I'm like only create content on the days that you want to make money and serve people. But we can find different ways of doing that. Like if you really don't like video, can I help you get better at it? Or can we help you crush written content instead? Or podcasts. If you got a face for radio, that's what podcasts are for. But now podcast or 55 or 60% of podcast traffic comes from YouTube. Yeah. And I still would recommen the number one source uh for for podcasts out there is is not Apple or Spotify. It's YouTube. Yeah. So, I highly recommend being on video and I can get I can overcome objections all day to why video is going to be great, but I certainly do have clients that are um that don't want to do video and I help them crush it on Twitter or Medium or blogs, LinkedIn, and they're doing just fine. So, what about with like I saw some statistics close to 40% of all YouTube is consumed on a 75 in or bigger TV now. Yeah. So, I mean, people are watching this, you know, next to their Netflix or next to their Amazon Prime when they're sitting down with on the couch or in bed at night or whatever. How important is it now for quality of video? I mean, how much should someone be paying attention? Audio is we know is like most critical usually, but should we be paying attention or should people be like, "Man, they can see every zit on my face because they're on an 85 in screen or what what what do you or just don't worry about it. Just be you." what what's your philosophy on on lighting and all that kind of stuff? I mean, sure, I think it's important that it looks good. Um, but I've also had clients that they uh spend a lot more on the production value and the views actually go down because when they were just filming videos on their iPhone, sitting on the floor in their bedroom, and just talking to an audience, like just very personally, it came across in a way that was just so resonant and people were so relatable. Um, and so yeah, sure. I think it's important to have good sound that people aren't distracted that they can actually hear you and good lighting that you know shows off your features or that people can actually see you. But what's most important is the message. And a lot of times the objections can be these technical things. Well, what do I wear? Whatever you want. You could wear the same thing in every single video and I don't I don't care. And if someone in your comments cares, they're probably watching close enough that they're going to be a buyer. That's true. So, we had something happen the other day where we had us we were doing something live and all of a sudden, this never happened before. It just happened. We started to get this guy just comment comment comment just negative negative negative. And as they were coming in, we were getting rid of them. How do you and I I know we're talking about like YouTube videos, but there's live and how do you control that side of uh of the performance like if you're getting uh like negative comments trolls and stuff like on your comments on your posted videos and stuff. What some people take great offense of that. Some people just let it roll off their shoulder. Um what's what's your advice on that? Um exposure therapy. Uh I I actually you mentioned the documentary that I made. Uh I made a documentary on cancel culture and that was probably the best exposure therapy I've ever done because I did a publicity stunt about getting cancelled and uh and it was very live and it was very real. If anyone wants to go watch it, it's on my YouTube channel and there's a very big plot twist at the end. Um that's all I'll tell you. But just know that when it did happen, this was this really happened. This was live. Um, and uh, I had a ton and even for like weeks later of people that loved it and people that hated it. And there's still people that like, you know, don't like me because of the content that I created. Um, and at the end of the day though, the people that I'm thinking about most are the people that were impacted by it because that's what I set out to do. Um, and if you don't create content because you're worried about what other people are going to think, like, who are you really doing a disservice to? You can't water down your message for people that were never going to be your audience anyway. So, when I get trolls or haters, um, I usually just respond with humor, like, or don't respond at all. Like, you don't owe them anything. Um, if I if I get some negative comment about my appearance or that what I said was dumb. Uh, someone even in a video the other day was like they said something about my nails. Like my nail I they said my nails were distracting. I was talking with my hands. Um, and my nails were bright pink or something and they said your these nails are so distracting. I can't even pay attention to what you're saying. And I just responded with something like my nails are writing you up an apology letter for your attention span. I apologize. try this video instead. Um, and it just it it just rolls off the back if you let it. And just know that like that person does it really matter? Is it really going should it really affect you showing up for the people that do need you? Yeah, but at least you weren't called a travel velocity gnome. Well, that's because you had food in your beard, nor the food, I think. It was It was a crumbs. Oh, yeah. It was a little kid sticking out. Yeah. So, Marley, uh, was a lot of people say that we I had Daryl I speak at my event in Iceland, uh, back in April, and one of the things he said, he talked about YouTube, and he said you should never have to advertise on YouTube. If you do things right, you should actually, it should be purely organic and where you're not sending track, don't never, some of the things he said, I just want to see your take on this. Never send traffic off of off of YouTube. Uh, because that's taking them off. Send them to other videos on YouTube or other videos in your channel. and that's going to juice the algorithm so that it's starting to show your stuff to more and more and you're you're going to get more subscribers and more people coming in. What is the trick to actually putting up a video on YouTube and if you got a lot of content and actually keeping people in that ecosystem and keeping them and keeping it growing and growing, someone else told me that uh that you need 180 days of like video every single day on YouTube and that tells the algorithm that that okay, we're going to start showing you more. And I was like, h that doesn't sound too good. Then we had someone come on the podcast we recorded last week. This was crazy. And said that exact same thing. He said, "Yeah, he's shooting videos in the casino in Vegas. He and his buddy go down to the casino and sit there and play slots and just shoot the each other and people watch it and they're getting 2 3 500 views, thousand sometimes." And then right around that 180 day mark, not exactly 180, but right around that all of a sudden all the videos started going to 4,000, 5,000, 50,000, 100,000. Uh, and it was almost like clockwork. kind like well maybe there is something to this. So I just want to hear from you have a lot more experience than us. What is it that people should be doing to help get that organic reach and on on YouTube or should we we should be be taking and throwing dollars against ads for like this podcast to try to blow it up or what's the right approach? Um I'll tell you I've tried all of those. I've done a combination of all of them and all of them can work. Um I've done the 180 days we were posting five videos a week. Um, and I I got some I got some good subscriber growth and I also got burnt out. So, it's like, is it sustainable? Is it something you just do in a spurt and then kind of come back to it? Like, I did that and then I think I took like six months off of YouTube, which I don't think is good for the algorithm. Maybe I could have gone down to like a video a week, but I also was just like, I don't even want to look at a camera. Um, which I don't recommend. I I don't ever want to come back to a phase of life where I don't create content because I think that it's also creating content should also be something for yourself. Like I grow through creating content like you know when you when you teach to learn like you are in integrating what you are learning so much deeper like when I can teach something I know I've really got it. So I think that that's really important in creating content. Um I with um the idea of not running paid ads if you have organic I think it's an option running paid ads like ads are fast content lasts absolutely if you have organic traffic that's crushing it. You don't have to um you don't have to run paid ads. Paid ads can though also reach a cold audience who's never heard of you before and then they can also go down the rabbit hole of your organic content. So I don't think that it's like a a a black and white. Um I think that you can do a little bit of both. I wouldn't run them on the same channel. That's actually something that uh we tell our clients is like don't run your YouTube ads on the same channel as your organic because we don't want it to mess up with the algorithm because we want YouTube to push out your organic stuff organically. Sorry, can you explain that? Yeah. Um, just that if you are running ads to your channel, your all of your metrics are going to look like, wow, I got a ton of views, but you were paying for those views. I I would run ads on another on one channel, you're organic on another channel, and people don't even see like what channel it's coming from, but I just don't want to mess up your metrics and mess up the algorithm from just pushing out your content organically. So, you dupe your content on a second channel basically or whatever you're going to run ads against. just you just um cuz when you run a a video ad, you're it's not even like a a a public ad that people can find in search. Um so we just have them on separate channels. You don't you don't move your content over to one one can be a blank channel that you're running ads from and the other one is your channel that you're putting all your organic Oh, I see what you're saying. I see what you're saying. Okay. Yeah. What about boosting, you know, throw a hundred bucks or 200 bucks against uh uh this podcast? Mhm. Um, you can I haven't really done that. I would rather And here's the other thing is when you post a video on YouTube, this is actually something that I I have to correct a lot of people on is often they'll post a YouTube video and then they'll like blast it out to their Facebook and Instagram and email list because they want to promote it and say, "Go over to my YouTube channel so it can get more views." Actually, what you should do is wait two weeks. We want YouTube to try to bring it up on its own. Yeah. We want to train the algorithm to push it out to the right people that is going to find it organically. And at that point, if like sometimes a video will take off, sometimes a video will take off like years later. I had this one video, it was like 2022 and a video that I made in 2019 just overnight just like skyrocketed. Was not sending ads to it. I actually don't run ads to my YouTube videos at all. I just let it go organically. Um, but that video, even though I posted it years ago, I think we're I think we're over are we coming up on two million views on it? Like I posted it years ago and it just like picked up out of nowhere. And so you never really know. Like sometimes the videos that you posted a while ago can take off or you know it's that's the beauty about YouTube though is versus Tik Tok or some of the other social medias there's usually a short shelf life. Uh versus YouTube you have I hear this a lot. old stuff can become new again much easier on YouTube. So that library of stuff sitting there becomes more and more valuable over time u as as you grow. I wish I could do that. But we also heard something and Kevin and I go back and forth on this all the time. You have two separate channels. So do you believe you should have two separate channels for long form video and clips? I used to I used to think that um and that was when YouTube was more um they would send traffic to whatever was kind of getting more views. So I I I also think that people convert more on long form. You think about your attention span when you're watching a long form video. Typically people are like settled down to watch it when they're like when I'm watching short form I'm just flipping through and I'm not typically clicking a link or following up with anything. Um, but now I I would put them on the same channel, but I did test that for a while where I had them on separate channels. I was always worried about we have a long form video and people get through 8 minutes of it and they click off. So, the percentage is only so much where you have the short uh when you have the clips under three minutes, they might watch the 75% of it, which would probably show that you're having a better conversion rate. So yeah, I'm not I'm I'm just stuck because and then if you drive traffic over and they don't know you. So Kevin and I are known in the Amazon space, but if we start to promote this and traffic comes over, they might listen to 1% of it and click off. So now your conversion rate or time view just plummets. Couldn't that hurt you? It's not conversion rate, the watch, it's the watch time. It's the watch time go as a percentage is lower. So, it's less engaging content versus a on short where they might get have a higher enga uh percentage watch time is what I guess is what he's asking. Is there anything? He he mansplained it for me. That was perfect. No, but I think that's where now we're getting into like talking about, okay, if we drive cold traffic to a video, how do we make sure that that is interesting to cold traffic and we can convert that cold traffic into warm traffic? And typically when I'm running like I run ads on Facebook, I'm not directly I'm not driving them directly to an offer. I'm look letting them watch my content. I'm sending them a bunch of just free content in the ads first and then I'm sending them a lead magnet. If they've gotten my lead magnet, then I'm sending them the ads for an offer. Or my ad just has to be that good, like really good creative that it's going to grab their attention enough to go, "Who is this? Oh, that's an interesting offer." Um, but otherwise we we got to warm them up because otherwise it's like uh it's like meeting someone and asking them to marry you. Like you got to date them a little bit first. Are you looking to quickly boost new Amazon product launches or scale up existing listings to reach first page positioning? The influencer platform Stack Influence can help. That's right. Stack Influence pushes high volume external traffic sales straight to Amazon listings using micro influencers that you only have to pay with your products. They've helped upandcoming brands like Magic Spoon compete with Cheerios for top category positioning while also helping Fortune 500 brands like Unilver launch their new products. Right now is one of the best times to get started with Stack Influence. You can sign up at stackinfluence.com or click the link in this video down in the description notes below and mention Misfits, that's misfi, to get 10% off your first campaign. stackinfluence.com. What do you do in the description? What's your strategy for the description? Um, I put a line or two at the top. That's another hook. After that, I put the links that I mentioned in the video. So, if I mentioned another video or if I mentioned a lead magnet, that's right at the top. Um, and then typically some other links underneath that if like that were unrelated, but here's some other resources. Um, little description of who I am, what I do, and other social media links. What about mistakes? Uh what are some common mistakes that entrepreneurs are making on YouTube? First of all, not doing it. I think that's a big mistake. I think uh I have I have this one friend that's like every year he says he's starting his YouTube channel. And every year he's like, I should have started it last year. It's like that saying of the when's the best time to plant a tree 10 years ago. Next best time's today. And it's like the longer you wait, the more you could have been and it's the same effort that you'd be putting into running Facebook ads, but this content actually lasts. So, um, yeah, I think people need to be on YouTube. Um, it's a search engine. It's owned by Google. It's the second largest search in the world. Google being the first. So, there's so much attention to own there instead of rent with Facebook ads. Um, and then the other thing is I think just uh we talked about hooks already, like not having hooks. I I kind of poke fun at when people say like, "Hey guys, just popping in real quick." I'm like, "Stop popping." Like, "What? Why are you saying that? You're saying it because everyone else does." And it's become just this pattern that we hear people say, "Hey guys, just popping in real quick." But the subtext to that is, um, "Hey, I don't want to take up too much space. Just going to be really quick. I don't want to interrupt what you're doing, but if you could just listen to me and giving your attention really quickly, I won't take up too much time. Instead of like boom, I'm here and I have a really important thing to say that's going to change your life and you don't need like do don't look anywhere else. But you can't say that. You have to show it. What about now with Instagram now getting indexed uh by Google and a lot of people are saying that's now a huge new SEO platform for video, for short form video especially. What's your take on that and what should people be paying attention to? I'm excited to see it. I'm excited to see how that changes how we show up on on search and how our Instagram content gets shown cuz other than YouTube, Instagram is definitely my next favorite. I think I definitely spend more time scrolling through short form content on on Instagram. So, and creating content is a lot easier on Instagram than YouTube because of just making shorts. So, I think it's going to be great for people Yeah, go ahead. No. I was just going to say if you might be able to help us manage expectations. You know, a lot of uh a lot of entrepreneurs or people out there are hearing this and they think they can go from zero to top authority in a couple of weeks. What's realistic? Everybody thinks they can go viral. Everybody, yeah, maybe go viral or they ask the agencies, maybe go viral. Like, no, it's not that easy. It's not that easy, but it can happen. And I think the people that have the right attitude that they want to um the most important thing next to wanting to is being committed to um and we certainly have had clients that they can grow channels really quickly because they put in the effort. And the thing is a lot of people want the destination but they don't want the path. I want to go viral but what is that going to take? That means that you have to like actually be obsessed with your content. And the people that are obsessed are the ones that get it done. Um, it's not a quick fix of like I'm just going to hire this company and they're going to tell me exactly what to say and they're going to edit it in the right ways. Maybe, absolutely, maybe. Might be a little expensive at that rate, but um, but I I I love when there's clients that have those big audacious goals, but then the next thing is, are you gonna commit to what it takes to go viral? Um, because it's typically not talking head to the camera just like this. It's pro, it's more like you're going to do a stunt. Um, you're going to do something polarizing that can get some positive and negative attention. Um, or it's going to be something that people haven't seen before. How do how do we do something that's uh just completely disruptive? So, like if I just took a slice of cheese right now and threw it at Kevin's head. I think No, I think Norm, she's talking about actually doing something quite disruptive and being a misfit and actually charging to go to a wedding. Oh, that's an idea. something that gets you that can go viral and that gets you on the news before and after a podcast and that gets you on Good Morning America and gets you uh all these places and then and builds your brand authority for your name and your to be husband's name and does all this other cool stuff. Something like that. Is that what you're talking about? Familiar. Yeah. Yeah. Sounds familiar. Yep. What What is that? What what's what's happening? Yeah. So, as you said, I'm selling tickets to my wedding and as as at the time we're filming, we are nine days away. We just hit the single digits, so it's heating up. Um, but yeah, we uh we got engaged in January and when we got engaged, we kind of we we always joked about selling tickets to a wedding because we, you know, we run businesses and we we do events all the time that we were like, what if we just did an event that we just got married at and then we monetized it and didn't go broke for a day? You know, a lot of people spend so much money on their wedding day and it's crazy. um and they, you know, they can't afford it. And the we joked about it for a long time and it became real when we went to a venue here that we were looking at to get married. And on the quote that they gave me, there was a $650 cake cutting fee just just to cut the cake, not including the cake. Wow. And I started seeing red like, "Oh my gosh, these brides and grooms are just getting slaughtered." like why why is it that when you say the word wedding it becomes like 10 times more expensive and um I so I went to social media and I just I shared the story of like oh my gosh we just got this in our quote and my comments flooded with people saying yeah I had a quote for like $30 just for the plate not even including the food on it and I spent this much on my wedding and I spent this much on my wedding and it's crazy and then I made another post saying you know I've always thought that people should just sell tickets to their wedding like what? I think that'd be great. And then my comments flooded again with people saying you should do that. Absolutely. It makes sense. And some people also didn't like it. I'll I'll be honest about that. Like there's people that love it and hate it. And then so I made another post. Hypothetically, if we sold tickets to our wedding, would you come? How much would you expect tickets to be? And we had people that said 100, 200, a thousand. Um and so we debated it for a long time. We're like, do we do this? Like it's disruptive. It's new. You know, I don't think people have done and people have done it, but have they done it well? And could we actually turn this into a new a new way of doing things? Like the way that Uber at the beginning was weird. Getting into an unlicensed stranger's car and now it's the norm. Airbnb staying in a stranger's house, that's weird. Now it's the norm. Selling imaginary coins on the internet, now Bitcoin is the norm. Like, it's just a different way of doing things. And so we after a lot of debate decided to do it. Um and so our our wedding is August 1st. Our tickets are $57. We're basically saying contribute to your meal. We don't need a toaster. Don't bring us a gift. But here's what we are going. Here's the experience we're going to create. We have these performers. We have this food. It's going to be so I mean people would spend much more than that to go out for dinner or to go to a concert or whatever but you get to come here and here's the kind of people that are going to be at it while we're also you know going to celebrate one of the most important days of our lives. Would you love to be would you like to be a part of it? And I think there's so many benefits to this too, especially that it brings weddings back to being about it takes a village instead of going into debt for a single day. And financial constraint kind of fin is the number one cause of conflict in a marriage. So why why would we set ourselves? There's so many debt points in life. Okay, you go to college, you you get into debt. You buy a house, you get into debt. You buy a car, you get married, you go into debt. I think that we could just shift the way things are done. And you went viral. I saw you on different national news stations. It's and more more coming. I I can't say them publicly because they're exclusive, but there's more coming. Y'all got TV up there in uh in Toronto, Norm? Uh yeah, we we do have that. And we have electricity, too. Really? Really? Moving on. You know how Kevin, you know how I know you're not from Toronto? You call it Toronto. Toronto. Oh yeah. So what's what's a way what we have that same thing here in Austin. I'm in Austin and there's streets here like people say Guadalupe. I was like no it's Guadaloop. So we we can always tell who's like from here or who's not from here. So how are you supposed to say Toronto? Toronto. So I'm not Toronto. That's wrong. You you annunciated Toronto. Oh okay. Okay. All right. It's subtle. Same thing with Boise. So I say Boise and they correct me. It's Boyisee. Boy. Oh yeah. Boy. I I get hit on the about. I can't like Yeah. Everybody goes about and I say no. I'm saying about I'm originally from Canada. So sometimes people will say to me too, "Oh, your accent just came out." And I'm like, "What do you mean?" So I'm back on the wedding. So you're doing it's $57 and then you have a little I saw I went to your website a few weeks ago. Maybe it's changed, but you had like a little mastermind stay extra day or or something or there's going to be like it's a little bit of an upcharge, but there's like a a marketing mastermind or something going on. Yeah, we we turned it really into three days. So, the day before the wedding is a relationship retreat kind of day that we have relationship experts. We will have been married for minus one day at that point. We're not the experts, so we're bringing in the experts. Uh, and then there's also a rehearsal dinner that people can come to. It's a charity rehearsal dinner. And then the day after the wedding, we're doing a biohacking brunch and we have some amazing biohacking experts and sessions. People can get red light therapy and brain optimization and breath work and it's really it's going to be a cool experience. So, how many people are you expect? I know this is coming out after it's happened, but what's what how many people are you expecting? This is in Boise. In Boise. In Boyisey. Yeah, it'll be in Boisey. And uh right now I think we're about 300, but as I just said to you, we're about to be on the local news tonight and then also on Monday. And if you know events, I mean a lot of people buy their tickets last minute, which my caterer has definitely uh been very patient with us. Yeah. Yeah. It's like events are always like you're stressing. Like every time I do an event, it's like, man, this one just nobody's buying tickets in the last two or three days, last minute. It's like it's all boom boom boom boom boom boom boom. where we've been. So, what do you hope to come out of this? Do you hope that other people take follow your lead? Do you hope to create a little consultancy business out of this or to create some a course on YouTube or what? Or are you just doing this because you're a misfit and just this is fun and exciting and cool to do? All of the above. Yeah. I I want to teach this and I already have the webinar mostly written. Of course, we're in the middle of the case study, so I want to be able to share like here's everything that happened. Here's the, you know, the end of the story. Um, but I I want to be able to teach people how to do this, that they can monetize their weddings through either selling tickets, doing sponsorships, doing brand deals, affiliates, doing exchanges, like the venue here, for example, that we're getting married at. Um, we put down the deposit and then as we got to know each other, he needed help with his marketing. I have that skill, so we did a trade. Um, there's a a business here that wants more exposure that, um, I'm going to help I referred them to a bunch of clients. they are then giving us their service for free. And so, and there's also been a lot of people that they're like, hm, you have a lot of entrepreneurs in the audience there. How can I get involved? And I I say that cautiously because I don't want people to hear this and think, well, you can only do that cuz you're an entrepreneur. No, I I think anyone can do this. And it's just about getting creative in what's a win-win for everyone involved. and who are the people that you have in your circle already that want to be a part of something that we bring this back to being about it takes a village and then even the story in in selling tickets it's like hey I don't need a toaster pay for your seat at the table if any money's left over this is going towards you know I'm saying for other people for us we didn't need this which is why we have village Impact that we're is our charity like the profit's going to um helping build a school in in Kenya but for other people if they go you know this is going to help us put a down payment on our house or this is going to help us to go on a honeymoon of our dreams. Like for someone that you love, wouldn't you go, "Of course. Yes, I want to I would much rather instead of buying you a toaster that I don't know is going to really make a long-term impact, yeah, I want to help you with that down payment on your house." And that becomes kind of the story around uh what's what else is going to happen as a foundation from this wedding. And you I'm assuming you have someone producing this for you. or you doing this yourself and just guiding it or is there someone like on the ground like a wedding planner type of person coordinating all the the ins and outs? I got a wedding planner two weeks ago. So, um I've really done most of it myself, but then leading up to it like the month of I think every wedding should have like a coordinator kind of person that's like the month of day of coordination because when I'm walking down the aisle I don't have time to go, "Yep, put the put the ice cream over there." Yeah, I have an amazing wedding planner who's uh been able to pick up all of my all of my ideas here and go, "Okay, here's this person. Here's this person." And she's kind of coordinating the last minute details. It's just uh a great way that you could just expand your community, like reach out to your community. I don't mean expand it, but everybody's got a community, you know, just with their friends, their their uh their their family. This is a great idea. I I love it. And if this starts to spread now, I can say I know the person that started that. It's great. Yeah. I I really hope it does. In an AI world, a community is one of the biggest things that you need. and bringing this together, not only is it going to you're creating massive content that's going to make you individually an authority, which is good for all the engines in in weddings and and marketing and everything else. Plus, it's also bringing community together and giving people a totally different experience, which they they'll never forget. They'll always be talking till the the day they they die. I went to Marley's wedding. That was a first time anybody ever charged for a wedding. I never heard that. It was so amazing. And we did this biohacking stuff. It's ne it's never going to leave them. And that's what it's about. is it's not always about the money. It's about creating experiences with the people that you love and the people that you care about and the people that you want to give back to. And you're doing you're wrapping all those up into one and the charity aspect where you're making a difference in other people's lives that have no clue who you are. Uh and you're bringing that together and that's really powerful and really cool and uh congratulations on that. Thank you. That means a lot. It's really nice to hear especially because it has been quite a journey in creating it and there were totally moments where I was like oh my gosh I made a huge mistake. like I've ruined my reputation. People hate me. Like uh but then there there's also the moments where like this is absolutely I believe in this so much. And I think that new ideas are going to be crazy until they're proven and if I don't do it, someone else will and they will get all the glory. And I just I know that what we are doing right now I believe in it. I mean, I've I've even had people friends that, you know, thought that was weird. And as they hear the story more, okay, yes, I get it now. Um, which like any like any offer, whether you're selling shoes or you're selling tickets to a marketing event, like they have to understand the why and what's in it for them and why does it matter to buy a ticket. And for people that don't like it, that's okay. You don't have to buy a ticket. I don't buy tickets to baseball games, but there's certainly a stadium full of people that do. There's an audience for it. Um, and just like how I mentioned, you know, Airbnb and Uber, it was crazy. People also were against it until it became the new a norm and just another option. It's just an option for people. So, big question. Are you making a documentary? Yes. Yeah. Ah, okay. Very good. Awesome. And you, this is not your first wedding for either of you, right? Right. So, this is this is not like those people like, "Oh, didn't you grow up want this fairy tale wedding?" didn't want this, you know, romantic thing. This is not romantic. This is this is uh capitalism equal or whatever. Like, no, no, no. This is totally totally cool. I wish I had I did my wedding cost a quarter million dollars and I did in Cartahana, Colombia. I wish I would have charged tickets because it was a three day three-day experience. I mean, I'm divorced now. So, but it was it was uh um it was it was I didn't know I just met Norm then, so he wasn't able to come, but people were still talking about it what we did at that wedding. And so those are those are moments that you want to preserve. But what what are you seeing now, just to pivot just a little bit before we wrap up, uh in the AI in the in the space? I know YouTube's come out with these new rules that they're going to be cracking down, and I think there's some misinterpretations on what that actually means. and then UGC and like all all the impact of AI on video creation and and social media particularly when it comes to video. What what are you seeing there or what what's your opinion of where this is going? Yeah, it's crazy that we live in a time where we we it's hard to tell what's AI and what's real. And the fact that YouTube is, you know, setting up regulations now that AI content can't be monetized, I think will also help for the for the people that are just, you know, humans creating trying to create content to connect with people. Um, and I think that's what's also going to win is the content that connects with people because there's such overproduced AI stuff. I think that the kind of content that's just like human to human. I mean, an example that I give a lot is this guy named Sam Sullic, and he is this like jacked bodybuilder, and his content is like it's disruptive in uncommon ways that he's like he sets up his camera next to him while he's driving and he's just like driving and to the gym and talking to you while he's driving. And then he'll set it up at the on in his cart at the grocery store while he's getting his food and explaining what his his diet is to get all these gains and whatever. And then in front of him while he's eating dinner at his table and it's just like I've even watched it and gotten sucked into it and was like, why am I so intrigued by this? cuz he's just this guy that you're just it's like you're in the same room with him. He's talking to you directly. And I'm not even interested in bodybuilding, but it's so contagious because he's just so real. And when we're talking about AI artificial, people are going to have more craving for real. And um I think that that's why if we go back to the beginning of the conversation of people that are like afraid to get on camera, I think they're afraid of like showing people who they just really are. But that's the stuff that's going to really hit home the most. Hey, Kevin King and Norm Ferrar here. If you've been enjoying this episode of Marketing Misfits, thanks for listening this far. Continue listening. We got some more valuable stuff coming up. Be sure to hit that subscribe button if you're listening to this on your favorite podcast player or if you're watching this on YouTube or Spotify. Make sure you subscribe to our channel because you don't want to miss a single episode of The Marketing Misfits. Have you subscribed yet, Norm? Well, this is an old guy alert. Should I subscribe to my own podcast? Yeah, but what if you forget to show up one time and it's just me on here? You're not going to know what I say. I'll I'll buy you a beard and you can sit in my chair, too. We'll just You can go back and forth with one another. Yikes. But that being said, don't forget to subscribe, share it. Oh, and if you really like this content, somewhere up there, there's a banner. Click on it, and you'll go to another episode of The Marketing Misfits. Make sure you don't miss a single episode because you don't want to be like Norm. Yeah, I follow I I I'm on TikTok probably the most just for just chilling, you know, at night or something, just flip through. And the people that I follow the most are the ones that are the most authentic. And you you're they're taking you a little bit behind their life and they're playing with their dog. They're showing their flaws or there's one there's it's a couple that's a Asian guy and a young girl. A lot of people think she's his daughter, but because of she looks a lot younger than what she is, but and all he she does is film him ask you hear her voice. You don't see her much on camera and he's sitting at his desk, you know, with a bunch of computer screens. Um, and he talks about whatever's going on in the news, but it's just the way he does it. It's it's very authentic and it's not it's it's really good. I think that's what we need more of. and you have all this AI stuff with the with the Bigfoots and then the next thing's babies and the next thing's this and everybody's just jumping on. Look how cool the tool is. But it comes back to fundamental storytelling and fundamental um authenticity and that's what a lot of these people don't have. They may be able to push buttons on on a or have AI even write something, but it's not it's not that human touch. And I think that's where the big opportunity is going to be. Yeah, you said it. All right. Well, we are coming up to the top of the hour and we always ask our misfits one question. Do they know a misfit? Oh, I sure do. Um, I would say that my fiance Steve Larson is a great misfit that we fit very well together because we're both misfits. Perfect. Well, we would love to talk to Steve. Steve's a good guy. He's a smart guy. That would be great. Well, really appreciate you coming on today and and uh talking to us and taking a little bit of time out of this busy nine days countdown uh to to spend a little time with a couple old guys over here. Oh, so excited. Thank you. This is a really fun, energetic conversation and we'll have to stay tuned for whatever the finale whatever happens with the wedding. People want to reach out to you or find out more about you or what's the best way for them to follow you or get in touch or anything like that? Yeah. Um Instagram, look up Marley Jackson. I respond to all my own DMs there. You'll never get a a VA in there responding for me. It's always me. Um and then my YouTube channel. Look up youtube.com/marleyjacks. Fantastic. All right, Marley, we're going to remove you and uh can't wait. Super success. Congratulations with the wedding. Congratulations. Awesome. And there we go. I did my job. You did it. You're getting you're getting good at this after a uh a year and a half or whatever year and a half or whatever of this. You're getting good at this now. I think there's massive opportunity right now and we you and I have talked about this. So, it's the convergence of what we're doing of AI, social, and social commerce specifically, but also that plays into social and then um marketplaces. And those three things I think were the biggest opportunity is. And uh I heard someone say, I think it was Gary Vanderchuk actually. I was flipping through Tik Tok earlier today and he says social media is dead and what he call it's not social media, it's uh what do you call it? Um um interest media because now all the algorithms are are tailoring everything to what you're interested in. So like she said, you know, if you're interested in baseball, you go to the baseball game. If you're not interested in going to paying to go to a cool wedding, you don't. But those that do and he said everything is geared more towards interest media versus social media. social originally was to bring people together and to to show you know more of a social aspect and it's becoming less of that and more of an interest based and I think uh following people like Marley and and learning from her and seeing what she's doing is is the way to go if that this is something uh that that you want to do. Yeah. And anybody want to listen to us if they have an interest in two old guys just yeah come on over subscribe. Yeah. Yeah. Just go to uh what's it? Marketingmisfits.co co is the website or you can follow us on uh now we got to reevaluate this after what Marley said we have two YouTube channels but now we're wonder we're going back and forth should we have one for shorts and one for long but we do right now we do and that's uh marketing misfits podcast for the long form and then for the short clips under 3 minutes you can always go over to marketing misfits clips and the YouTube channel we just launched it about a month ago it's really going well or Tik Tok what did I Say YouTube. You said YouTube. Yeah. Uh I'm old. I get a pass now. Now we got to do we got to launch the Instagram shorts as as well, Norm. Uh but hey, we'll be back here every Tuesday uh with another guest. You know, everybody from uh Marley Jax to Neil Patel to uh Forbes Riley to you name it. We have we have the top people in marketing coming on the Marketing Misfits. So uh come join us for the ride. Hit that like button, subscribe to the channel, and uh we'll be back again next week with another awesome episode. See you next week. Take care. [Music]