Sorry, your browser is not supported
To have the best experience using Skillshare, we recommend that you use one of these supported browsers.

Marguerita McManus

Author, Publisher, Video Marketer, Quilter

138

43

Show and Sell on YouTube -- Where Your Customers Are Searching For YOU!

One million views to several short videos in just four years brought me book sales I'd only dreamed of. I'd like to tell you how that success found me when I wasn't looking and how it will work for you. You'll never have to ask anyone to buy again. They will be asking YOU "where do I buy this?" They will happily give you permission to send them new videos and short messages. YouTube is the new internet of connection, where searchers are finding videos about the products and services that interest them -- and buying.

Show and Sell is a book about the value of using videos on YouTube to find and connect with your true fans, the ones who want to buy your art, books, services or products.

The brand is me: Marguerita McManus, successful author and publisher.

The Premise: Showing is selling. When you show your product/service -- that sells it. Video is the best way to show anything and YouTube is the very best host for your video because it's searched almost as much as Google is.

11 Questions: The marketing is to establish my credibility and connect with people who want to hear my message about the value of using video on YouTube. I can touch and change anything and I am completely in charge. I can measure book sales, video views and subscribers to my channel. I promise to make you think about YouTube differently. The hard part is clarity on my language, story, goals and processes  - something this course is greatly helping. I am following the trends of using video and writing a book that shares how I found success. I don't have any risk that I can percieve. I'm going to spend money promoting the videos that enhance my book and I'm going to spend time making those videos.

My P's:  Purple Cow. I am speaking at trade shows to increase my exposure to new people and they *are* talking about me and sharing links to me & signing up for my newsletters. P.R. I need to write more stories about how YouTube has helped me and I want to feature the success stories of others who have received success from a solid YouTube presence. Persistance. I will make a video publishing schedule and newsletter schedule and stick to them. People Like Us. I  see this in my seminars. People are relating to my willingness to "be out there and be honest" with my info and experiences. I want to cultivate this more and I'm proposing to talk at more shows/events. Permission. I have it from over 9,000 people (for my quilting books) but I don't use it. I am building that slowly for my new direction: video marketing. 

Action Thory Concepts: I want to expand my tribe's creative instincts and entice them to overcome their fears of video by creating a desire to truly show their work. I want to use both fear and reassurance that others, like them, are using video so it's both "okay" and "time to catch up to their contemporaries" (not be left behind). I need to change their perception of YouTube as a 'dancing cat' video site to understanding that it IS the new internet of communication and that they belong there. I'll get their permission by sharing my stories and giving tips on how success found me and the mistakes I made, so that they can avoid them. I'll ask my tribe to share my work but most of all, YouTube will share my videos via their algorithms.

My Bubble:  Marguerita has over a million views on YouTube! We should read how she did it and how we can too! She tells us everything we need to know.

My Elevator Pitch:  YouTube is the shopping mall of the twenty first century-- the place people go to for solutions. They search, click, watch, learn, and buy. Is your video there for your customers to find? When they watch your video are they inspired to buy from/hire you?

Marketing Point of View

People find me via the professional organizations I belong to and speak at, and via my publishing website. I promise them info that no one else is sharing, about publishing and using YouTube. I want my story to make them think of a YouTube success story they have already admired, just not decided (yet) to emulate. My book on using YouTube is for artists, entrepreneurs, authors and big businesses -- I want them all to understand the value of letting their audience find them on YouTube. I'm selling the book through Amazon and Kobo and it will be priced comparably to other marketing books.

I hate promiscuous, affiliate marketing and I won't use it and I avoid companies that do.

Here are my current stories - I'm still refining them. Feedback is welcome!

Showing IS selling. I tell entrepreneurs "Don't sell. Just show." and they get it and nod. They "show" their stuff all the time, but squirm at "selling". Let's just take the squirm out of the equation because showing IS selling. If you can show me what's cool about what you do, make,or create, I'll understand it enough to be confident in knowing it will solve my problem and I'll buy it. 

You'll never have to say the words "please buy this" again. Just show me how it makes my life better and I'm sold. Video does that for you and it does it 24/7 ... when you are sleeping, shopping, creating something new, your video is being found and watched via searches on YouTube and your video presentation sells your product for you.

I wrote a similar book a couple of years ago and it tanked because I took the wrong approach. I tried to explain how to use the Googleness of YouTube but people don't really understand what I take for granted which is:

YouTube is a whole new, other, separate internet. With it's own SEO, mores, styles, tricks and tips. YouTube is searched (SEARCHED) more than all search engines combined, except Google.

Think on that. You (yes, you. You reading this. The one who is marketing and trying to sell stuff) need to grasp that your customers are on YouTube searching for the stuff you are trying to sell.

Zappos is there. Your local quilt shop is there. Your competition is there.

YouTube is flooded with cat videos, scateboarding teen, blenderizing goofs and PEOPLE SELLING STUFF. Customers are searching *on YouTube* for stuff to buy or solutions to their problems. They are watching videos and buying solutions. Right. Now.

I'm just a small town grandma and I'm making nice money showing what's in my books and self publishing them. Sounds counterintuitive, doesn't it? I show what's in my books and yet I sell more than anyone else. Why? Because the videos take the "unknown product" fear out of the buyer's mind. When my customer finds my videos, they have already decided to buy a book, they just want to know if my book is the RIGHT one for them. My video helps them make that decision. What decision will your video help YOUR customer make?

---------------------------------------------------------------------------------------------------------------

My Other Story:  

I love going to shows where I can display my book and let people thumb through it and ask me questions. I can show them samples, tell them about my experiences and get a feel for whether my book is right for them. They can measure me up and down and decide whether they like me, my style, my books.

But even at the biggest shows I can only talk to a few hundred people, and just a percentage of them turn into customers. It takes time, a lot of effort and my voice goes hoarse from saying almost the same things over and over.

Still, to hear their stories, what motivates them, what they are looking for and why, that's the excitement that I enjoy and the connections that keep me enthused when writing my next book.

If I could bottle that time and maintain those connections forever, I'd have it made!

My friend Margie tried to tell me how to bottle it but I just didn't want to take her advice. It was scary and I didn't think it was worth my effort. I'd started blogging a year before I met Margie and I really thought “this is the way to go!” People could do a search on my book topic and they would find my blog and shazzam, they'd buy my book. What a dream!

Well, it did work, for a while, but it really relied upon people using the right words to find me, and my book is based on concepts that they might not be searching for, even though my techniques could easily solve their problems. See, that's how the catch of an eye, that lucky glance at my table--at shows--really pays off.

But Margie is persistent (nagging) and she refused to let her advice slide by me. Every few months she'd give it another pitch and I'd yark up some lame excuse about time, money, lack of incentive, yadda, yadda. Finally, I had a few hundred dollars, and a few days open, and I was caught up on my work. I thought “well, why not try it”? So I bought a video camera and some inexpensive editing software and I sat thinking. “What the heck am I going to say?” and “No way am *I* going to be on camera!”

Margie (that font of inspiration) nosed in again with the advice that I should make a video of my 'at show' demonstration and to get comfortable before the camera, I should make a clip or two about something that I'm passionate about.

Well, when I submitted my proposal for my first book, it was just that--a proposal. Not a full manuscript. Not only was it accepted for publication, the publishers wanted to fast-track it. They wanted everything in six weeks. This was a 'how to make a quilt' book with 12 projects proposed. Three of them were written up and made, the rest were just cute titles I'd made up.

I had to make eight quilts in six weeks and write the manuscript--and I had a real job on top of it all! Lucky for me I also had a lot of free time outside of that part-time job. It took me eight weeks but I pulled it off, but not without a struggle. The struggle was finding the right kind of surface to surround my sewing machine with while making the larger of the quilts.

I had tested many solutions to this issue over my quilting career, but during those eight weeks it really came down to pain and agony to sit at the sewing machine struggling with those quilts, until I found a really cheap, easy to use solution. It's one of those face-palm “why didn't I think of that ten years ago?” solutions. So, I made a video about it and uploaded it to YouTube, and because I care about other quilters and THEIR comfort, I talked it up on my blog and anywhere else I could think of. It didn't go viral and it's not going to win any awards, but what it did was gift me with the trust of a lot of sewing and quilting enthusiasts. They shared that video everywhere and it even made it to some of the “high end” (think Nieman Marcus) quilting forums where it was both laughed at and admired--if only for some of the other tips in the video and my audacity in making and sharing my “cheap” solution.

Within a year that video had 10,000 views and within 4 years all of my videos (about 50) had a million views and within 6 years they had 1.5 million views. And here's the funny thing: I've made friends with many of my viewers, just within the comments. We email and watch each others' videos. I have over 8,000 subscribers on YouTube and I only have a few hundred through my website and blog.

I am a retired grandmother with a $500 camcorder, $35 tripod, $100 editing software and average computer and I'm selling 5 times the number of books that my contemporaries are selling, by using YouTube. And I'm just one of millions of people, entrepreneurs, artists, authors, who are finding success there.

I'm not talking about video. I mean YouTube. I researched all the video hosting sites over the last 6 years and I'm not talking about them,

I've followed the stats, and they shock me. YouTube is searched more than any other search engine than Google. S E A R C H E D.

People go to YouTube to search for solutions as well as for entertainment. Companies like Zappos are using YouTube to communicate the details of their products in ways that a photograph in a catalog (or website) just can't do, and as Zappos will tell you, it's working very well for them.

I was dumbfounded that it has worked so very well for me, as my online trade show presentation. My book demos have over 50,000 views and they pop up with every query anyone types into YouTube about quilt-as-you-go. My video gives people all over the world access to information about the book, me, my style and it lets them decide, 24/7, if mine is the right book for them. In fact, I now have people come to the shows after watching me on video, just to meet me.  Me!?!?! I can hardly believe it.

It didn't take me long to learn that YouTube is not TV and videos are not commercials. It's a whole new internet of "here I am, maybe my ______ is what you're looking for. Let me show youi how it works!". Really, my jaw just dropped when It finally dawned on me that YouTube is to the www what websites were to the internet in the late 1990's.

I want to tell you that you should be there too, showing off your project, answering questions, making new friends,greeting new subscribers who like your style, showing people how to buy what you offer.

Please, try it out. Go to YouTube and do a search on a key word in your area of interest, work or art. I guarantee you'll be surprised at how many relevant videos are presented for you to watch. Let me know if I can help you get on that screen, to be seen by your customers--the ones who are searching, right now, for you.

----------------------------------------------------------------------------------------------------------------

I LOVE this project!! I particularly like the last sections on being a Novelist and Seduction. Those are frameworks that I can relate to.

My writing needs to change. I am too "how to" and "why to" focused and not enough story and seduction oriented. My first draft is back from my editor and she thought it needed a lot of work. I'd be happy to send copies to readers who want to give me their 2 cents and in return I'll do all I can to help you with your YouTube efforts ~Thanks for reading, Marguerita.

Comments

Please sign in or sign up to comment.