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Social Media Marketing Podcast
YouTube Scripting Strategies That Sell: A Proven Model for Success
00:46:24
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- [00:01]
Michael Stelzner
Hey there, Mike Stelzner. Before we get started with today's podcast, picture this. While your peers are struggling with basic chat GPT prompts, you're the marketer everyone turns to for AI solutions. You're automating tasks that used to take hours, creating stunning visuals in minutes and analyzing data like a pro. This, my friends, is not a fantasy. It's exactly what's happening to marketers. It's in the AI Business Society. When you join the AI Business Society, you get monthly live training from leading experts, real world examples you can implement immediately, and a community of innovators pushing the AI boundaries. Don't let this moment pass you by. Visit social mediaexaminer.com AI and start your AI transformation today. Welcome to the Social Media Marketing Podcast, helping you navigate the social media jungle. And now, here is your host, Michael Stelzner. Hello, hello, hello. Thank you so much for joining me for the Social Media Marketing Podcast brought to you by Social Media Examiner. I'm your host, Michael Stelzner, and this is the podcast for marketers and business owners who want more exposure, more leads, and more sales. If you've been thinking about YouTube and you want to figure out a way to make videos on YouTube that actually help you sell your products and services and possibly do that indefinitely, but you don't know how, well, today's interview you are absolutely going to love. I'm going to be joined by Salma Jaffrey and we're going to lay out a strategy and a technique that you can follow to create videos that actually perform well on YouTube and sell. Also, if you're new to this podcast, be sure to follow us on whatever platform you're listening on because we've got some incredible content coming your way. Let's transition over to this week's interview with the Salma Jaffrey, helping you to simplify your social safari. Here is this week's expert guide. Today, I'm very excited to be joined by Salma Jaffrey. If you don't know who Salma is, she is a video strategist and YouTube coach who specializes in helping other coaches, consultants and online entrepreneurs grow their income with YouTube. She's the founder of the YouTube Entrepreneurial and Entrepreneur Society, a membership that helps creators grow their business. Again, the YouTube Entrepreneur Society. Salma, welcome back to the show. How you doing today?
- [02:30]
Salma Jaffrey
I'm doing really well and thank you so much for having me, Mike. And you said that right. It is the YouTube Entrepreneur Society.
- [02:36]
Michael Stelzner
It's just a tongue twister and I messed it up. At the beginning. So today Salma and I are going to explore how to script YouTube videos designed to sell. Now, I am very excited about exploring this, but it has been a little while since you've been on the show. Five years. So why don't you bring us up to speed on what you've been doing over the last five years that's led you to this moment?
- [02:54]
Salma Jaffrey
Yeah, a lot, right? I hope everyone's been doing a lot, but for me, really, when I was on your show last, I was talking a lot about how to build your brand on YouTube. And one of the things that has happened since then is that I actually built a brand that allowed me to move to Portugal. And it was a full circle moment for me because I was talking the theory of all of this stuff back in, you know, 2019, 2020, 2021, through the pandemic and all of that, figuring out how to make YouTube work for me, how to convert it into a business, how to have a business strategy behind all of the work that I was doing. And so I put all of my strategies and theories in action for my own channel. And I used YouTube to move to Portugal on a passive income visa. So my goal was to have a location, independent lifestyle. My goal was to build a global audience. My goal was to create multiple revenue streams that aren't tied to a specific location. And I really wanted to be the example of using YouTube to build that kind of business and to build a lifestyle around that. So that's kind of what I've been up to in the last five years. And I would say that the pivotal moment for me, and which is something that now I teach as well, is that I made the shift from thinking about YouTube as a creator only to thinking about YouTube as an entrepreneur. And mostly it was a mindset shift to start off with, but then it also embodied practical business strategies that went along with it. Some of which we're going to talk about today, of course. But I think that really, for me, the most important aspect of this entire thing was to make that shift from looking at YouTube as a visibility engine. So I wanted to make sure that I use it as a platform that puts me in front of my ideal audience. I wanted to use YouTube as a credibility accelerator. So I wanted to make sure that I'm building trust and credibility really fast with my YouTube channel. And then I also really wanted to use it as my profitability system. So I wanted to make sales from my YouTube channel without being spammy or without converting it into an ad based content. And I also really wanted to not be all the time selling, but I wanted to have a more natural approach to selling. I wanted what I was teaching to transition into selling sales, and I wanted that process to be really seamless, really organic, really natural. Because that's just what I like as well. I like to be sold in a way that doesn't. Doesn't make it awkward, doesn't make it too salesy, but is a natural evolutionary process. So that's what I've been working on the last five years.
- [05:34]
Michael Stelzner
Excellent. Excellent. Okay, so let's talk about this question, because a lot of people can resonate with your story the idea that maybe They've been using YouTube to create content just to draw an audience to them, but now all of a sudden, they need to figure out how to convert that audience into a customer. Or there's plenty of marketers that are really very keen on how to apply this as well. So why is the scripting of the YouTube video and the structure of it so important when it comes to selling on YouTube? Said another way, when this is done, well, what is the upside?
- [06:06]
Salma Jaffrey
Great question. So think about it from the perspective that if YouTube is your business engine, then your script is your sales system, and it can generate sales for you once the video is created. So passively as well. Right? So because you're building trust with every video and you are putting together a strategy that is organic. So sales are not pushy, you're not in your face, you're not breathing down people's neck to buy, buy, buy. But you're making a strategic sequence. You're building a script, and you're building a strategic sequence that builds trust. It's demonstrating value, and it naturally leads to a buying decision. So the difference between a video that gets views and a video that makes sales are psychological triggers built into your script. So without those psychological triggers, you might get a lot of views, but you might not be able to convert viewers into buyers.
- [06:59]
Michael Stelzner
I love this. And for my social marketers that are listening, that are very familiar with Instagram and TikTok and Facebook and LinkedIn and X and all these other platforms, the one distinctive thing that Salma said here is, is evergreen automatically. I mean, I'm paraphrasing what she said, but these videos, when done well, can continue to serve you indefinitely. And that's the big advantage here, because for those of us that make videos, like, constantly, you know, and the idea is, we understand the shelf life on a lot of these videos is days with YouTube, the Shelf Life can be years and that means you can put a lot more strategy and a lot more thought into the way you craft your videos. And, and as a result, if they're done well, the algorithm will continue to find you an audience. Do you want to just comment on that a little bit?
- [07:46]
Salma Jaffrey
It will. I mean, I have getting sales views, leads, income from videos that I have done eight plus years ago. So it really is evergreen. And the funny thing is, a lot of times when you first release educational edutainment content, it may not do extremely well right off the gate. Right. And what I like to say is that your videos are never going to depreciate. They're only going to appreciate. So as they sit there, gather those views and that watch time, they're only going to get more attention, it's never going to be less attention, right? So it is really evergreen, it is really passive. And videos that I've made, you know, more than five years ago, seven years ago, are still working for me. So it really is a great way to put intention and strategy up front and do the work upfront and then let that happen in the back end.
- [08:37]
Michael Stelzner
We have a lot of marketers listening and metrics matter to marketers. So when it comes to YouTube videos, what are the metrics that we ought to be paying attention, attention to?
- [08:45]
Salma Jaffrey
This was one of the big mindset shifts that I had to make, right? So everyone wants the bragging rights, they want the 100k subscribers, they want the views, they want, you know, the likes and all of that. And yes, to a degree that is great. It's great for your ego, it's great for showing social proof and all of that. It is really great for that. However, what I found was that because the algorithm is constantly shifting, if you do create a valuable video, clients and sales and customers and income is still going to come in from that. So I have actually shifted the metrics from views to visibility. So it's not just about massing a lot of views, but it's really about getting visible to my ideal audience. And I think that's a crucial shift that you have to make when you think about vanity metrics versus success metrics and some other success metrics that I monitor and that I look at is one of them is revenue per video. So a lot of people want to monetize their channel. I think about every video being a sales mechanism, right? Every video can bring in the right audience, every video can bring in sales. So instead of trying to monetize your channel, think about making sales from every single video and the funny thing is that you don't have to sell in every video, but every video could be a sales strategy for you, could be part of your sales strategy.
- [10:08]
Michael Stelzner
Okay, just to clarify, first of all, I love the idea that revenue per video, like if you can track leads and customers to a very specific video, you don't need to have a lot of people watching it. You just need to have the right people watching it. Right. And if a sale for you is $1,000 or $10,000 and you get 10 sales out of it, but you only have a couple hundred views, well, who cares, right? I mean, like, in the end, it's achieved the objective. Now, you said exposure to your audience is another metric. Explain how that's quantifiable just for people that are trying to, like, wrap their head around it. Because I think I heard you say it's less about the views, it's more about the exposure to your audience. How might they quantify that?
- [10:47]
Salma Jaffrey
Right. So one of the best ways is rich comments. So when you're looking at your feedback from your videos, I love to look at rich comments. So comments that go beyond great video, excellent information, you know, whatever. Like one liners. I look at deep. Like people write paragraphs when they're invested. So that is one great metric. The other one is returning subscribers. So you want to have, you know, binge watching behavior going on. So you want to create an ecosystem where somebody watches one video, then maybe they're going to watch another three videos that are related and YouTube measures that by returning subscribers. So how many people are coming back to binge your channel? So those are some great metrics to start off with.
- [11:28]
Michael Stelzner
Okay, perfect. All right, so let's get into the goods. Let's get into the fun stuff. So we're here to talk about the scripting and structuring of the video. Where do we begin? What's the first part of the process of scripting?
- [11:40]
Salma Jaffrey
Yeah, so there are a lot of scripting templates out there. You know, every YouTube creator probably has a formula or a structure. Some people don't even like scripting. Some people are allergic to, like, I don't want to script. Right. But what I find is that as long as you know what structure you want to follow, as long as you have a defined structure, then you can riff off and, you know, just be in the moment and do a lot of creative things inside the video. So what I want to do today in this interview and also in general with business strategy on YouTube, is that hone in on a structure that works for you. So I have a four part scripting structure that is designed for, for conversions. So whether you want to make sales, you want to generate leads, you know, you can use this sales scripting structure. And the four parts are very simple. You start off with a hook.
- [12:31]
Michael Stelzner
Well, by the way, let's not reveal all the other parts yet. So we're going to get into all the other parts. Everybody's like, no, I want to hear them all now. But we're going to start with the first part, the hook. So let's, let's dive in on that, if you don't mind.
- [12:40]
Salma Jaffrey
Yeah, sure. So when I say four parts, the first part is probably the only part that I would ask you to spend the most amount of time on. Right, right. It is probably the shortest part. So the hook is 30 seconds max. Like you actually want to keep it under 30 seconds. So 20 seconds would be ideal, but 30 seconds max. Right. And in that 30 seconds, there's a lot that you're going to do and this is going to be very intentional and very strategic.
- [13:09]
Michael Stelzner
Just real quick explain why this is so important for everybody. Because they may not understand before we get into the how.
- [13:15]
Salma Jaffrey
Yeah, yeah. Okay. So the first reason it's so important is 30 seconds is when YouTube counts a view. So one view is when somebody's actually watched your video for 30 seconds, you actually want people to watch. The other thing is that a lot of people are now buyers versus later buyers. So for the now buyers, you want to give a lot of information upfront that's going to help them make decisions fast. I know a lot of people who are quick decision makers and they just want the good stuff right up front. So you want to cater to those people. But for the detail oriented people, you still want to have the rest of the structure happening as well. So those are two important reasons why.
- [13:50]
Michael Stelzner
Okay. And another thought on this, just from my own experience, because we also have a pretty good sized YouTube channel, is the algorithm seems to reward the retention of the first 30 seconds. The higher you can get that retention graph, the more likely they're going to show that video to more people. Have you found that to be true as well?
- [14:07]
Salma Jaffrey
It absolutely is true. And I have like 30 second hook formulas that we use that are designed to measure retention at 30 seconds. Because the YouTube analytics dashboard gives you a percentage of people watching at 30 seconds. And that's a great metric to see if your hook formula, like the one that we're going to talk about today, is actually working. And when you implement this, you are literally going to see your retention go up. So my guest members inside the YouTube Entrepreneur Society use these structures and they literally report back to me and say, I use the hook formula and my retention has gone up and they're measuring it at the 32nd mark. So it's absolutely a great. Yes.
- [14:44]
Michael Stelzner
Sweet. So let's kind of break it apart. What do we need to know about the hook?
- [14:47]
Salma Jaffrey
So it's really interesting. A lot of people have different variations of this, but the one that I like to use to make conversion based content. So in the hook you want to have four things. And it sounds like a lot, but it's really simple. The four things you want to have are pspp, problem, solution, proof, and promise. And like I said, it sounds like, oh my God, I'm going to be talking for way more than 30 seconds. Right? But it's really simple. And I'll just read out out a really quick version of this from one of my videos. So you want to start off with the problem. So in one of my videos I was talking about my YouTube planner and I started off the video with the problem. I said, last year I only created seven videos in the entire year. And so this year I wanted to change that one sentence, one problem. Done. Okay, now solution. So in the last three months I've been working on a system to organize and streamline my YouTube workflow so that I can get more productive and be more consistent. Solution. Done. Okay, proof. Now, ideally you want to have your product or your thing tested out by somebody and if you don't have any, any testers, you want to actually send it out to a few beta testers perhaps and have it. So in this case, I sent my YouTube planner out to my YES members and I had them work on it and I had them give me feedback on it. So what I said in the proof part of my video is I shared my planner with my YES members and they loved it. And while I'm saying this, I show a bunch of testimonials on screen. Proof. Done. Because people want to see that others have used it and it works and they're not going to be the first ones to do it. Right? And then the last bit is promise. So today I'll walk you through my YouTube planner and how to use it. Simple. 30 seconds. Done.
- [16:35]
Michael Stelzner
So the promise of what you're going to fulfill in the video, right? Is that what I'm hearing you say?
- [16:38]
Salma Jaffrey
Because you have to give them a reason to keep watching, Right?
- [16:41]
Michael Stelzner
So, okay, well, I want to break this down, but first of all, I want to summarize what I'm hearing you say, okay, first of all, there's four parts to this. The problem, the solution, the proof, and the promise in the problem. You said last year I only recorded X number of videos. Seven, I think. And I want to change that. Right, so you were conveying here that a problem that hopefully others can relate to. Right. I want to do more with my YouTube videos, but for whatever reason, I can't. Talk to me a little bit about why you chose that problem and how important it is to choose the right problem.
- [17:13]
Salma Jaffrey
Okay. So the reason that I particularly chose that problem is because I was procrastinating a lot, and that was because there was nothing on my calendar to push me. You know, I was creating videos on a whim. And this is when I was in a bit of a slump with my YouTube channel. I had other things going on. I was focusing on the membership. A lot of other things were happening. I was in the middle of a move across country, move across oceans.
- [17:38]
Michael Stelzner
Did you expand on that problem later in the video or did you just know that there might be others facing that problem and that's why you chose it?
- [17:44]
Salma Jaffrey
Yeah, it's just one sentence because there are other videos that talk about it in more detail. So in this particular video, the focus is just like, talk about the problem, move on to the solution. And the whole idea of the hook is to give the value upfront in 20 to 30 seconds. So you do not want to harp on this. You do not want to go into a lot of detail at this point. You can do it later in the video and explain your decisions as you go along.
- [18:08]
Michael Stelzner
But you strategically chose to start with that problem because you probably hypothesized others were facing that problem. Right. Because the point is that you need to choose a problem that will relate to your target audience. Is that correct?
- [18:20]
Salma Jaffrey
Absolutely. So the whole reason for doing it this way is because you want to create immediate relatability. You want to build curiosity. Okay. All right. Well, you know, I. How does she solve this? And I have the same problem as well. You want to add in that social proof. Oh, okay. There's a solution that exists. And what you're really doing in the first 30 seconds is you're taking people from being problem aware to solution aware. So now they know the problem exists, they can relate to it, and now they know that a solution exists for it as well, all within 30 seconds.
- [18:52]
Michael Stelzner
I also like the fact that you did not reveal exactly what the solution was, but that you Just solved the problem. And I think that's really important. You want to talk about that a little bit?
- [19:00]
Salma Jaffrey
Yeah. You want to hint at the solution because the rest of the video is then going to dive deeper into how you solved it, why you solved it, and you know, how you went about doing it. But in that 30 seconds, you want to make sure that people are like, yep, this is me. I want to know more. Let's go.
- [19:17]
Michael Stelzner
Okay, so in this case, I'm assuming this is a product that also you're selling. Is that correct or is it not? So what parts do you reveal for free and what parts do you like, help people understand? Like systematically, like. Right, because so far I get it. Like if I was selling, let's just say I was selling the AI Business society, right? I would say like something along the lines of like, there's so much information out there, I don't know where to turn when it comes to AI. Right. That would be the problem that I know my audience would face. The solution is I decided to gather some of the world's leading experts together and solve that problem. You know, and here's what some of the people say that are part of this. And by the time you're done with this video, that's where, like, how do I make that into something interesting when I'm actually selling? Do you understand that's gotta be the problem that are in people's brains. Right?
- [20:03]
Salma Jaffrey
Yeah, well, I get it. What I like to do is I like to give them the DIY version on camera. Right. And then sell a convenience based solution.
- [20:14]
Michael Stelzner
I see.
- [20:15]
Salma Jaffrey
And I find that a lot of people, even though they could do it themselves, but somebody's done it, they've proven it works. It's a system. We can grab it right now, it's convenient and fast and it works. So you can spend hours doing it by yourself, but you can also just buy the thing and get it done. So you're catering to both markets.
- [20:36]
Michael Stelzner
Okay, that's fascinating. Okay, so we're getting all this done in the 20 to 30 seconds.
- [20:40]
Salma Jaffrey
Yeah, I know it's really fast.
- [20:42]
Michael Stelzner
So here's the problem, here's the solution. Without revealing completely what it was. Yeah, here's how I know it works. Because here's some stuff I'm flying up on the screen and in today's video, I'm going to. That's the part that people are going to struggle with a little bit. In today's video, I'm going to show you how, or I'm going to show you how it works.
- [20:59]
Salma Jaffrey
Yeah. Today I'll walk you through my XYZ product and how to use it.
- [21:02]
Michael Stelzner
Got it. Okay.
- [21:03]
Salma Jaffrey
Really simple.
- [21:04]
Michael Stelzner
All right, so any mistakes that people typically make when they're following this methodology, are they spending too much time on the solution section? Do you understand where I'm going with this? Like, do you have any tips?
- [21:14]
Salma Jaffrey
Yeah, I think the number one mistake people make is that they ramble a lot on this section and they don't keep it tight and they lose the viewers interest at this point because they're like, oh, well, shouldn't I talk about myself? Or you know, give the background of how it came to be. And you know, there's a lot of, of what if and should I do this and should I do that? And I have just found that, sure, you could test it out and you can experiment all of that, but the day you start trying to actually use this system, you'll see that you're getting more retention and you're keeping people engaged.
- [21:48]
Michael Stelzner
What if I told you while your marketing peers are still fumbling with basic AI prompts, you could become the AI expert your entire company depends on. That's exactly what's happening inside the AI business society. Our members aren't just using AI, they're mastering it. They're automating repetitive tasks, creating professional videos in mere minutes, and making data driven decisions that leave everyone on their team completely amazed. Most marketers are barely scratching the surface of what AI can do for them. While they're stuck creating mediocre content. You could be leaping so far ahead that people look at you as if you're from the future. Here's how we make that happen. First, you get monthly live training from leading AI experts who actually use these tools in real marketing situations. Secondly, there is a incredible community of innovative marketers who are pushing the AI boundaries every day that you have access to. Third, we have multiple meetups per month where you get a chance to interact with your peers and ask questions from our experts. As member Lisa Kanda said, quote, the quality of training offered is the best I've experienced and from an organization that I can trust. Here's the truth. The marketing landscape is changing very quickly. Don't get left behind while others race ahead. Visit social mediaexaminer.com AI and become the AI Enhanced Marketer your company or your clients need. Future you will. Thank you. Visit social mediaexaminer.com AI to learn more. Okay, back to the problem thing, because that's the very first thing that comes out of your mouth on the Video. There's so many problems depending on which ones you choose. Like in my case, you know, with the AI business society, I solve the I don't know where to turn. I also solve the I to want. Want people that I can talk to. You know what I mean? There's all sorts of little problems that any product solves for that's a good.
- [23:37]
Salma Jaffrey
Problem to have because each of those problems are dedicated videos.
- [23:41]
Michael Stelzner
That's what I was going to ask. So I was going to ask, how do you know which one to focus on? What you're saying is try each of them as a separate video. Is that really what I'm hearing You say?
- [23:49]
Salma Jaffrey
I have a rule with my yes members and it's one video, one problem. And the way that we work on this is that whatever the title of your video is, if the problem does not actually match with the title, if there's no congruity there, then that should be a separate video. So for example, if I'm making a video on how to make sales with your YouTube script, right? I don't want to include in anything about YouTube monetization in there or I don't want to talk about SEO in there. No, it has to be sales and script. Sales and script. That's it. That's all I'm going to talk about in the video. Anything else will veer off topic. So one problem, one video.
- [24:24]
Michael Stelzner
Okay, so we're. We're into part one of a four part process called the hook. Let's go to the second part of your process. What comes next?
- [24:32]
Salma Jaffrey
So this is really interesting. The second part is establish credibility. So you've done your hook and now you want to establish credibility. And what you want to do here is you want to answer the question that is in your viewer's mind right now. The two questions, why you and why now? So they're thinking, why you? Why should they listen to you? Who the hell are you to be talking about this topic? They may not know you yet. They may have just discovered this video, you know, based on the fact that the problem is their problem as well. And why now? What's the urgency? Why should they watch this right now? Right, so you want to answer this. And again, you want to take 10 seconds to establish credibility. Here you don't want to go into a, here's my bio and this is what I've been doing for the last 10 years. No, no, no. You want to really, really quickly establish credibility. And the reason for doing that is, is because you want to quickly remove doubts from Your viewers mind at this stage, you just want them to be saying yes subliminally. Yes is my problem. Yes, there's a solution that exists. Yes, I want it. Yes, I think it might work. Yes, she's credible. You just want that going on in their minds at this point. So what do you actually do? What do you actually say in this? Right. One of the ways that I like doing this is being authentic, transparent with why I am solving this problem and also giving them perceived value. So I'll read out my actual script here, which I said in this specific video. I said I've had notion for two years, but I never understood its power. This is my authentic admission. I'm being a little vulnerable. I've literally had it for two years before I created the YouTube planner in it and I just didn't really know how to use it. But it's an incredible tool to organize your life. If you're familiar with notion, you can follow along and build this yourself. But if you'd like my complete system, you can get the YouTube planner from the link down in the description. So you've added in a soft CTA here, a call to action. You've told the NOW buyers where to go to get it. If they're like all pumped and they already know you and love you, they can just quickly go down in the description and get it. But you're also continuing the video for those who want to see a little bit more. This is the non salesy part, right? You're being authentic. You're explaining why you created it, how it solved a real need, and you're actually building your credibility more by that vulnerable admission, by that transparency. So for example, one of my YES members is in the health and wellness space and they were creating something called the supplement Optimization guide. They were trying to talk to people who thought that supplements were just expensive vitamins. So they said something like, I also thought that supplements were expensive vitamins until I learned about bioavailability and timing. And I can double the effectiveness of my supplements when I know when to take them. So if you're already familiar with supplement timing, create your own schedule. But if you want my system, it's in the link in the description.
- [27:32]
Michael Stelzner
Okay, this is fascinating because this isn't what I expected. So when you say the second phase is established credibility, instantly what's going through my head is like Harvard MBA or professional speaker or successful entrepreneur. But really what you're saying is establish credibility by relating to them. By saying like, I've been studying this for the Last two years and I figured out a secret, that kind of thing. Right. Or I've suffered from this problem for a very long time and I finally figured out how to solve it. So it's a little bit more of establishing almost relatability. Would you say that too?
- [28:10]
Salma Jaffrey
But you can also bring in qualifications here, you can bring in experience here. So if you are somebody who has a degree, let's say you can say that. In my 13 years of composing music, I have learned that these are the techniques to get composing jobs. You know, if you work with clients, you can say, after working with 600 clients, I know what works on YouTube.
- [28:31]
Michael Stelzner
Oh, I like that.
- [28:32]
Salma Jaffrey
Yeah. So you can make this your own in any way. Right. You can add in credibility. I actually have a quiz which is like four kinds of experts. So you could be a expert who has credentials. You could be an expert that has experience. You could be an expert that has results. So people just starting out and experimenting and you could be an expert that has recognition. So maybe you've published a book or you have notoriety.
- [28:56]
Michael Stelzner
Yeah. Okay.
- [28:56]
Salma Jaffrey
You could bring all of those things in.
- [28:58]
Michael Stelzner
Got it. But the key thing here is to do it in 10 seconds. Right. That's the key. Where everybody gets it wrong is like they're just going to talk about themselves. And like you can't talk about yourself. It sounds like you almost have to make the. Make a little story out of it. Right. So that's what I'm hearing you say. So I could say in my 26 plus years as an entrepreneur, I figured out a system to blah, blah, blah, that's it.
- [29:18]
Salma Jaffrey
And now, now you've answered the question why you and why now? Right. So it's like why you? Oh, he has 26 years of experience. Okay. Why now? Because he's got this thing that he's developed that's in the description. So I can just go check it out right now. So you've answered the two sales barriers like you've, you've overcome them.
- [29:35]
Michael Stelzner
Okay? So first part of this process is the hook. Second part of this is establishing the credibility. Now I want to come back to you said why you and why now? So I totally get the why you. Why me? Why should they listen to me? Totally understand that the why now how is the why now part. Is the why now part resolved here or not? Because that's the part I maybe have a little confusion on.
- [29:57]
Salma Jaffrey
So the why now part is you can do this by yourself. You can spend time figuring this out. But I've done the work. I've created this product. I already have done the research. So, for example, when I made my YouTube planner, I spent three to four months building it from scratch, learning notion, figuring out how to make databases. I did the work. And because I know how YouTube works, it is custom made for YouTube entrepreneurs. So I have done the work. You can make it yourself. Notion is free. The advice on this video is free. You can absolutely DIY this. But now, if you want it right now, immediately you want to get on track, you want a streamlined workflow, you want to get going with your channel, you want to plan out your next 90 days. Get it now.
- [30:41]
Michael Stelzner
Yep. Okay. And this is important for those that are listening, that are not entrepreneurs, that work for a company and they're in the marketing department, maybe they're not selling information, which is what we're talking about here, right? Like, here's the way you can do it yourself or you can buy my. My system. Some of these things are going to have to be adapted, right? So if you're like working for a marketing company that sells maybe a better mousetrap, for lack of better words, right. You're not going to show them how to make the better mousetrap. You're probably going to have to figure out some other angle here. But, but it doesn't mean the formula doesn't work. It just means that this particular style of like, like giving them the DIY thing may not be exactly applicable to every business. Is that fair to say?
- [31:19]
Salma Jaffrey
I think you can tweak it a little bit and instead of giving them diy, you can actually give them just the why. Ah, so you can tell them the end benefits. So this is what you'll get at the end, right? So maybe you'll be able to invest in stocks better or, you know, sell more houses as a realtor better or whatever that, you know, have less mice in your house.
- [31:40]
Michael Stelzner
Okay, I like that. I like that. I like that a lot. So, okay, that's important. So what you're saying is, look, you can go the do it yourself route, which is the educational route, which is where we're going right now, or you could just focus on the why side of it, right? Which is like you've been struggling to solve for this on your own, and you could continue to struggle, or I could explain to you why the way you've done things probably is not going to work anymore. And here's a better way, right?
- [32:04]
Salma Jaffrey
Well, I read an interesting stat, about 3% of the people who get into your world are now buyers in 97% are later buyers. So it's based in psychology that some people are going to be willing to take action. Some people are just fast action takers. They're early adopters. They want it now, they're ready. So you're kind of catering to them. And it's also not very salesy because you're. You're still going to give the education, you're still going to show the video, you're still going to talk about the product, you're still going to, you know, dive deep into the benefits and all of that. You're still doing all of that. But for the people who want it now, who don't want to wait, you're giving them an option. And it's a soft call to action as well. If you'd like it right now, grab it from the link below. And I always do this little gesture to kind of go with that. So they know that they have to just look down and get it from the YouTube description.
- [32:54]
Michael Stelzner
Well, and let's be intellectually honest, folks that have been listening to this podcast for a long time, this is a Do it Yourself podcast. We are teaching people how to do things. And some people say, I want to just hire consultant X. You know what I mean?
- [33:07]
Salma Jaffrey
Exactly.
- [33:08]
Michael Stelzner
Those are the people that want it now and don't want to do it themselves. Right. So that helps some people maybe frame, you know, because almost everybody that's on this show is either a agency or consultant or sells some sort of training that's for the people that want it now. But the most of the people are not that audience, and maybe someday will be that audience. So that's a fascinating framework to help me process. Okay, so we're into the first 30 to 40 seconds of the video.
- [33:34]
Salma Jaffrey
Literally.
- [33:35]
Michael Stelzner
Yeah, we've got the hook. We've got the hook. And we've talked about credibility. Okay, so now what's next? And how big a part of the video is this next part?
- [33:43]
Salma Jaffrey
So now is the biggest part of the video, and it's also the easiest part of the video in terms of, you know, now you don't have to follow a very strict structure here at this stage. Right. So now the part three of the video is the body within which you're going to demonstrate value. Right. So demonstrating value is basically, for me, what it looks like for digital products is screen sharing. So you're literally sharing what is the system or what is the product, how does it work? And I like to highlight maybe just a few features and talk about the benefits of those features. So I'll Just literally open up the product on my screen, start screen sharing, and I'll start to show how it is in actual real life use. So I'm taking the product out of a intangible thing and putting it in front of the.
- [34:31]
Michael Stelzner
You're actually revealing what the product is?
- [34:33]
Salma Jaffrey
I'm actually revealing what the product is. I'm walking you through it. I'm doing a product walkthrough of it. And you can do this with physical products. So let's say I'm doing a camera review. I'll open the box, I'll press all the buttons, show you what works, what doesn't, how it works, how it looks, how it feels, all of that. So now you're getting into your personality. You can do it exactly however you wanted to do it. Right. This is the part where you have full creative freedom. You talk about things. You can make jokes if you're, you know, if you're humorous, you can mess up. You can have bloopers here. You can be very serious and do like a very strict tutorial here, Whatever. This is the part where you kind of own your video, bring your voice to it. What I like to do is choose a few features to highlight, connect them with how they solve our problem, and then give the benefits of that. So really, really simple. So I'll pick, for example, inside my YouTube planner, I'll pick. Okay, here's where you put your thumbnail mockup inside the planner and then I'll explain. Why do you want a thumbnail mockup? What's the benefit of having your thumbnail done before you film the video? Right. So I'll have that. So there's a space for it there. Or I'll talk about the SEO section. So I'm connecting the features with how they solve the problem. So you're streamlining your workflow in this case, in this example. And I'm making sure that they see the benefit of having it all done and streamlined and easy. So when they look at their script, everything's there. The title is there. The thumbnail is there, the script is there, the call to action is there. Everything is there. The video is ready for you to hit record. Everything is ready.
- [36:12]
Michael Stelzner
And by the way, if people got lost because Salma switched into talking about her own product there. Just in case. Just in case you're confused. So, okay, so wait, let me just get some clarification here. So in this section where we demonstrate value, first of all, you said we can kind of do it however we want. I'm going to hypothesize it's because if they got to this point, there's a good chance they're going to stick. And once they get past 40 seconds, that's considered really good, you know what I mean? As far as that retention graph. And now as long as you connect the features and how they solve the problems. Right. Or what the benefits of those features are, they're going to likely continue to watch it. You said you had, we had worked on an example with one of your clients that was doing something with stocks. Do you mind sharing that example?
- [36:55]
Salma Jaffrey
Can I get the real estate example? Because that might.
- [36:57]
Michael Stelzner
Yeah, go for it, go for it, go for it.
- [36:59]
Salma Jaffrey
So he developed a property analysis dashboard. Right.
- [37:02]
Michael Stelzner
Okay.
- [37:03]
Salma Jaffrey
And he was showing how he was evaluating every potential investment. Right. First we calculate, you know, we use the 1% rule, and we calculate that monthly rent should be 1% of the. And what neighborhoods. And then how, how are we tracking growth trends in the neighborhood and cash flow projections? And so what he was doing was taking them through the process of property analysis, how he's analyzing different properties as an investor, as a real estate investor, how he's analyzing the properties and doing it in real time. Okay, I'm looking at this property. Here's the things I'm thinking about. These are the things I'm filling out. These are the numbers I want to see. And then what he's doing is connecting the solution with the problem, filling in all the information gaps inside, and then talking about the solution and visualizing it without giving everything away. Right, I see. So if somebody wants to follow that process, they'll be like, oh, yeah, this guy, he has a process, he has a system. He's doing it in this certain way. And if I want that same system, I can get his product or his lead magnet or whatever the thing is that he's giving away or selling, but.
- [38:11]
Michael Stelzner
He'S giving some insights for those that maybe are interested in real estate investment. But what he's kind of hinting at is it's hard to get at these insights. His software makes it easier. Is that kind of what I'm hearing you say?
- [38:21]
Salma Jaffrey
Yeah, yeah, yeah. And. And he's also showing his ib. Right. So his intellectual property is the thing that's selling the thing. Oh, oh, yeah. I never thought. Oh, I never thought about it like this. I didn't realize. Oh, you have to follow this structure. So he is positioning himself as the go to authority, the credible expert, the person who you can trust because he knows what he's doing, because he has a system. And a framework and a method.
- [38:44]
Michael Stelzner
How long should we spend on this part of the video?
- [38:47]
Salma Jaffrey
As long as you want. Really? Yeah. This part of the video is where I don't put any timelines in place. This part of the video is you want to highlight the best features. You want to talk about things that are really going to show the value. That is why section C is called Demonstrate Value. Whatever it takes to demonstrate that value. So if there's a key component which is really a game changer about your product or about your lead magnet or whatever it is you want to talk about about your service, even that is the thing you want to focus on and then maybe add in a few more. Right. So this is the part where you're flexible. You choose how long you want to talk on, what specific thing you want to talk about.
- [39:25]
Michael Stelzner
What's your general for yourself when you do this? How long do you go? You know, 10 minutes, an hour? I mean, what do you.
- [39:32]
Salma Jaffrey
I get really excited. I probably go really long. But yeah, eight minutes or so is a good, good initial marker.
- [39:38]
Michael Stelzner
Yep. Now, isn't it true that any video over eight minutes is also going to have an ad inserted in the middle of it? And is that good or bad if we don't want to add inserted right in the middle of it? What's your thoughts on that?
- [39:49]
Salma Jaffrey
I mean, my videos just generally all go over 10 minutes anyways because I talk a lot and they're usually long form and because they're educational. So you want to give a lot of information, I just let them go. I mean, I don't even look at whether it's seven minutes or eight minutes or whatever. I never look, look at how long the video is. I just look at. Did I fulfill the promise of the title? That's my go to sentence. I promised something in the title, right? Did I fulfill the promise of the title? Because remember, one video, one problem. So did I fulfill that particular problem that I said I was going to talk about? Because in the hook I made a promise, I made a promise and I said, here's what I'm going to show you. Did I fulfill that promise? If it takes three minutes to do that, great. If it takes 15 minutes to do that, still great.
- [40:38]
Michael Stelzner
When we're talking about our product, obviously, or service in the middle of this video, is it fair game to tell people links down in the description or whatever as throughout the video, or is it best not to do that or to put those little call to action things that pop up over the top of the video? So that people could stop and go discover the product.
- [40:57]
Salma Jaffrey
Yeah, there's multiple ways to do this. I want to have at least two calls to action. I already mentioned it in the first 30 seconds. Seconds, 30 to 40 seconds where we had the soft CTA in the beginning. And then I want to mention it again at the end. And if you want, you could put it somewhere in the middle as a graphic only.
- [41:14]
Michael Stelzner
Okay.
- [41:14]
Salma Jaffrey
Oh, maybe not say it, but just have it as a visual so you don't interrupt yourself.
- [41:19]
Michael Stelzner
I like that. So when Salma says graphic, what she means is like a little pop up, maybe that's on the bottom of the screen. That's done in post.
- [41:25]
Salma Jaffrey
I'm going to go into a little bit detail about that when we get to the end.
- [41:28]
Michael Stelzner
Okay, let's go to the next section.
- [41:30]
Salma Jaffrey
Okay, so the next section is part four, which is your value added close. And this is one of my favorite sections that most people just either miss or do wrong. Now a lot of people end their YouTube videos with in summary. So therefore in conclusion, and what's going to happen is your retention graph is going to go down and crash and burn. Right? And you really don't want that to happen because you're doing so well all this time. You're building retention, you're keeping people engaged. Keep that up in the last 20 seconds or so. Right? So in the last 20 seconds, your value added close. What you want to do is you want to send them to your call to action and then you want to have a sudden death close. Okay, A sudden death close is no gradual lowering of interest. But people are like, okay, oh wait, the video ended. They don't expect it to end and it just ends. But you've given all the value. Right? So the way that I like to do this, it's a two part sequence sequence and the value added close. You want to introduce the next logical problem and then position your product as the solution. Right. So I have an example here from a photographer client of mine and he said something similar to this. I'm paraphrasing a little bit. 80% of new photographers quit within their first six months. So if you want to skip the frustration and fast track your photography skills, get my photography starter from the link down in the description. So you've added in a problem. Most people quit in the first six months. If you don't want to be one of the quitters, get the product.
- [43:05]
Michael Stelzner
And that's a problem that was not addressed in the video. It's a new problem is what I'm hearing. You say, is that correct?
- [43:09]
Salma Jaffrey
It's a new problem in terms of urgency, in terms of timing, in terms of what will happen is people are going to watch an educational video and they're like, oh yeah, we'll get to it someday, we'll figure it out eventually.
- [43:21]
Michael Stelzner
But you're saying, hey, there's another problem and by the way, I can help you solve it.
- [43:25]
Salma Jaffrey
Right, exactly. So what you want to do with the value added closes you want to create a little bit of urgency, maybe a little bit of scarcity as well. And I have another example here, actually. This is from a relationship coach and he said something around the lines of when you first start dating, everything's really great, but around the 90 day period is when you know whether the relationship is destined to be long term or it's going to fizzle and die. Right. And so in order to have a long term fulfilling relationship, get my. I think it was his toolkit or a guide or something. And get that right now. Okay, so now you've positioned your product as an urgency thing.
- [44:03]
Michael Stelzner
Love it. Now you said about the pop up stuff on the screen, was that what we just talked about or was it totally something different?
- [44:08]
Salma Jaffrey
Oh, I have, I think three ninja moves that you need to incorporate so that go beyond scripting.
- [44:14]
Michael Stelzner
Okay. All right. Okay, got it. Okay, so Salma's about to do what she practices in real life. So give us those ninja moves. Go ahead.
- [44:20]
Salma Jaffrey
Okay. Okay. So ninja move number one should probably have like a little ninja graphic karate. Ninja move number one is that you want to have a visual product mockup. So even for digital products, you want to go into Canva or whatever tool and you want to actually create a mockup of your product. So how your product looks on the laptop, on a desktop, on the tablet, on a phone, and it's really easy to do that with the tools available these days. Right. And if you want to go even a step further, print it out and hold it so it actually looks like a physical product. The psychological triggers that are involved in this are amazing. People think it's real, it's tangible, and you've taken it out of the digital world and made it a real physical thing. So that's what you want to do. And then when you create that digital mock up, you want to put it. Every time you say get the product from the link in the description, you want to put it up on screen. So in the hook portion, you want to put that product, so you're making that visual connection along with the words that you're saying.
- [45:19]
Michael Stelzner
So when you say up on the screen, you mean like it's going to appear like an image on the screen.
- [45:23]
Salma Jaffrey
A graphic on the screen. Exactly.
- [45:25]
Michael Stelzner
Got it.
- [45:26]
Salma Jaffrey
It. Right. So you can do like, you know, transparent background with that digital product, put it up on the screen. Every time you mention it, put it up on the screen at least twice. Right. So in the beginning and in the end. So that's Ninja move number one. Ninja move number two, and this is very YouTube specific, is that you always want to put the link to the product or to the lead magnet or whatever it is that you're promoting in the first line of your description. So under your YouTube video, you have that, all that space for writing your YouTube description. And most people, what they do is bury the link, make it hard for people to find it. You don't want to do that. The first line of your description section, get my product link.
- [46:09]
Michael Stelzner
Oh, I like that. Okay, perfect.
- [46:10]
Salma Jaffrey
Right? And the reason you want to do that is because you want to make it easy to find, reduce friction, and also because in mobile view on the phone, only the first line shows in the preview.
- [46:21]
Michael Stelzner
I like that.
- [46:22]
Salma Jaffrey
So people who are on their phones and remember we talked about people who want to take action right away and go check it out and even if they're not going to buy, they still might want to check it out. Right. So you want to make it easy for them. Shall I move to Ninja move number three?
- [46:33]
Michael Stelzner
Sure.
- [46:34]
Salma Jaffrey
Okay, so Ninja move number three is this entire strategy that we talked about. Right now you can use it not just for your own products and services, but you can also use it to make affiliate sales.
- [46:46]
Michael Stelzner
Oh, okay.
- [46:47]
Salma Jaffrey
So you can actually get started right now with your next video, even if you. You don't have a product or an offer right now. And in fact, one of my YES members, she just recently told me that she became an affiliate and has earned $20,000 with just 3,000 subscribers and one affiliate product. So it's really easy to get started with this script and start making money. And she's making passive income from it.
- [47:13]
Michael Stelzner
Selma Jaffrey, founder of the YouTube Entrepreneur Society, also known as YES. Thank you for coming on and sharing your insights with us. If people want to connect with you on the socials, where do you want to send them? And then if they want to connect with you and maybe work with you, where would you send them?
- [47:29]
Salma Jaffrey
Yeah. So first of all, I've put together the entire sales scripting template for your audience who I love. So you want to go to salmajafri.com SME. So that stands for Social Media examiner, of course. And that's where you can download the entire sales scripting template, the four part sequence that I talked about. You'll also get some prompts and AI prompts to help you. You kind of work through the wording of all of these things. And of course, if you want to work with me, then you want to go to salmajafrey.com yes, that is where you can join the YouTube Entrepreneur Society.
- [48:00]
Michael Stelzner
Salma, thank you so much for sharing your insights with us today.
- [48:02]
Salma Jaffrey
Thank you for having me, Mike. It's been a pleasure as always.
- [48:05]
Michael Stelzner
Hey, if you missed anything, we took all the notes for you over@social mediaexaminer.com 675 if you're new to the show, be sure to follow us. If you've been a listener for a little while, I would love a review and I would love you to share this with your friends. You can tag me on the socials and do check out the AI Explored podcast by yours truly and the Social Media Marketing talk show. This brings us to the end of the Social Media Marketing Podcast. I'm your host, Michael Stelzner. I'll be back with you next week. I hope you make the best out of your day and may your marketing keep evolving. The Social Media Marketing Podcast is a production of social media executive stamina. Just a quick reminder before you go. If you're ready to become indispensable in the age of AI, the AI Business Society is your solution. Join now and secure your discounted membership by visiting social media examiner.com AI I can't wait to see you inside the AI Business Society.