The YouTube Formula

12Recon 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. ...