WEBVTT 00:00.080 --> 00:05.630 Now I want to walk you through the life cycle of getting your content or products recommended. 00:05.630 --> 00:07.760 It's not easy right away. 00:07.760 --> 00:16.310 You have to be patient because on day one you have no sales, no recommendation, no trust by the platform. 00:16.310 --> 00:17.960 They don't know if they should recommend you. 00:17.960 --> 00:20.600 You think you're great, but they don't know that. 00:20.600 --> 00:25.670 So what happens to most people is they get discouraged and they quit because they get no sales. 00:25.670 --> 00:27.500 They try a little bit of social media marketing. 00:27.500 --> 00:28.340 It doesn't work. 00:28.340 --> 00:29.870 They're not ranking in search. 00:29.870 --> 00:31.340 They're not getting recommended. 00:31.340 --> 00:33.770 They quit and they think it doesn't work. 00:33.770 --> 00:36.890 But it's just they didn't have that persistence. 00:36.890 --> 00:39.800 As you get persistence, you will do better. 00:39.800 --> 00:46.910 But what happens is if it's your first content or product, don't pick an ultra competitive niche because 00:46.910 --> 00:51.890 you'll have to do so much marketing before you start seeing results, that you are much more likely 00:51.890 --> 00:53.810 to get discouraged and quit. 00:53.810 --> 00:55.700 And there's a lot of self-doubt. 00:55.700 --> 00:56.600 It just happens to you. 00:56.600 --> 00:58.070 Over time, you lose confidence. 00:58.070 --> 01:04.130 You're doing what you feel is right to do, but it's not happening, and it leads to low confidence 01:04.130 --> 01:06.020 and frustration and then quitting. 01:06.020 --> 01:11.300 So the solution to this is if it's your first time, don't pick a competitive niche. 01:11.300 --> 01:16.190 Pick a niche that's kind of like mid competitive without any super, super winners. 01:16.190 --> 01:23.060 Of course, this is harder and harder to do because as we mature online, all these platforms like YouTube, 01:23.060 --> 01:28.550 Amazon, etc. etc. they get more crowded, so it's harder to find easier niches. 01:28.550 --> 01:33.020 But still, that's the solution is to find, at least for your first time. 01:33.020 --> 01:34.310 Once you get good at it. 01:34.310 --> 01:40.040 Once you're successful with your first content or product, you can replicate the same process for more 01:40.040 --> 01:40.880 competitive niches. 01:40.880 --> 01:42.590 But in the beginning, choose something easier. 01:42.590 --> 01:48.980 And at first you want to focus on ranking for some search keywords, because that is going to give you 01:48.980 --> 01:55.010 your first sales or your first engagements, and that is going to begin to influence your recommendations. 01:55.010 --> 02:01.070 And at first you're going to get recommended next to small content or products that don't have a lot 02:01.070 --> 02:02.930 of engagement or sales themselves. 02:02.930 --> 02:09.410 As your sales and engagements grow, you'll get recommended next to bigger and bigger content and products. 02:09.440 --> 02:13.430 Now I want to show you how this actually is going to work out to show you. 02:13.490 --> 02:15.380 Here is a book of mine. 02:15.380 --> 02:16.820 I would call this a dud. 02:16.850 --> 02:19.220 This book almost does not sell. 02:19.220 --> 02:24.560 You see, I published it in 2015, which is a long time ago and it's only got six reviews. 02:24.560 --> 02:29.480 Almost no sales are happening and the only sales that are happening is other people who see my other 02:29.480 --> 02:29.810 books. 02:29.810 --> 02:30.650 They find this one. 02:30.650 --> 02:35.930 So I'm almost considering taking this book down, but I'm really just showing it for an example. 02:35.930 --> 02:42.110 The example I want to give here is if I want to scroll down, I look at the books that are recommended 02:42.110 --> 02:43.340 next to mine. 02:43.340 --> 02:49.070 What you will see is some of my books, of course, because when people see my books, that's mostly 02:49.220 --> 02:50.300 how they find this book. 02:50.300 --> 02:55.280 But once you are done with navigating my books, look, this book has two reviews. 02:55.280 --> 02:58.760 This book has 20 reviews, two reviews, one review. 02:58.790 --> 03:03.410 See, I'm getting recommended next to other unsuccessful books. 03:03.410 --> 03:07.670 And those small unsuccessful books are recommending books like mine. 03:07.670 --> 03:12.830 So Amazon shows other unsuccessful failed books next to mine, and vice versa. 03:12.830 --> 03:16.130 And as this book grows, this book will likely never grow. 03:16.130 --> 03:22.310 But if it did grow, this book will start getting recommended next to more books that are more successful. 03:22.310 --> 03:25.310 So the recommendation growth is exponential. 03:25.310 --> 03:27.710 Of course, you can say there's an argument. 03:27.710 --> 03:32.360 There's absolutely no reason for Amazon to be showing these terrible books. 03:32.360 --> 03:36.170 Nobody's going to buy a book with three star rating that has two reviews. 03:36.170 --> 03:40.340 Most consumers will buy books that have a lot of reviews and much better reviews. 03:40.340 --> 03:45.920 So you can say that Amazon is giving these books a chance, but it's losing money in the process. 03:45.920 --> 03:49.790 Not a lot of money, but it's losing a tiny bit of money in the process because it's showing books that 03:49.790 --> 03:52.130 are less likely to get sold. 03:52.130 --> 03:57.110 Now, if we look at a similar situation on YouTube, we'll see a different result. 03:57.110 --> 03:59.090 Here is a YouTube video. 03:59.090 --> 04:01.070 It's not my video, it's a random video. 04:01.070 --> 04:04.160 I specifically found the video that's kind of a failed video. 04:04.160 --> 04:09.740 You see, it's published in 2017, which is a long time ago and it only has 106 views. 04:09.740 --> 04:11.120 So it's a failed video. 04:11.120 --> 04:14.540 It's basically how to develop a profitable business plan. 04:14.540 --> 04:18.320 And it's so bad that it's like misspelling in the title develop. 04:18.440 --> 04:24.350 But if we look on the right side, the recommendations are for generally good videos, like here's a 04:24.350 --> 04:27.560 video with 1.4 million views, 4 million views. 04:27.560 --> 04:33.740 YouTube is not giving small videos a chance, it's maximizing its revenue. 04:33.740 --> 04:40.340 Not only that, it's not showing me other videos on this topic, only it's showing me a mixture of videos. 04:40.340 --> 04:45.680 I looked at the Ernest Hemingway book on tape, so it's recommending me that. 04:45.680 --> 04:52.130 So YouTube optimizes the recommendation for things that they think I will click on, so they're less 04:52.130 --> 04:58.340 nice to new and upstart videos, and Amazon will be nicer to new and upstart books, where they give 04:58.340 --> 04:59.540 them a chance a little more. 04:59.540 --> 04:59.870 But. 04:59.970 --> 05:07.080 In any case, your job is not to get stuck in being one of the small failed pieces of content or books, 05:07.080 --> 05:15.360 but to drive your own engagement reviews other signals so that you can get recommended next to bigger 05:15.360 --> 05:17.430 and bigger content and products. 05:17.430 --> 05:18.930 That's the only way to go. 05:18.930 --> 05:23.280 And that is why, in the beginning, you want to make sure that you are ranking for search, because 05:23.280 --> 05:28.980 search is going to be consistently driving up your views, sales engagements. 05:28.980 --> 05:36.690 And through that and maybe additionally ads, you'll accelerate your signals and then you'll start going 05:36.690 --> 05:42.750 up the ladder and start getting recommended next to bigger and bigger content and products. 05:42.750 --> 05:44.160 And that's the process. 05:44.160 --> 05:45.300 And you never stop that. 05:45.300 --> 05:48.720 Because what if you're, you know, if you're the top 1,000th, that's bad. 05:48.720 --> 05:50.640 If you're the top 100th, that's much better. 05:50.640 --> 05:51.600 But it's still not great. 05:51.600 --> 05:56.550 If you're the top 50, recommend that it's still better, but not great, and you never want to stop 05:56.550 --> 05:57.630 until you're the top one. 05:57.630 --> 06:00.840 And it might be extremely hard to get to the top one. 06:00.840 --> 06:04.020 But at the very top, that's where all the real magic happens. 06:04.020 --> 06:09.090 So you got to fight, fight, fight and push, push, push until you go from your starting point where 06:09.090 --> 06:12.960 it's frustrating until you're really successful and getting really recommended. 06:12.960 --> 06:14.880 That's the ideal life cycle.