How to Optimize Your YouTube Channel To Look Pro Even If You Are A Beginner

Why would you use YouTube and create a Channel to generate fresh leads for your business? Using video, you can share tips and ideas to build trust, credibility and rapport. It can be much, much faster than traditional SEO. It can also bring you more qualified leads, since people get a sense of who you are through your videos before they reach out to you.

Here’s a quick breakdown on how to optimize your YouTube Channel to its full potential using two real YouTube channel’s (College Essay Guy & Tripp Advice) as examples.

The same areas are noted and used for full optimization on both channels: banner/profile picture, Welcome video and description, playlists, and the “About” section. All of these key areas of a YouTube Channel can be used to help improve the growth of the channel and search results.

With your banner and profile picture, you want it to be clear to your audience what they can expect from your channel, but you also want to catch their eye. Make sure to make it attractive and bold enough to be noticed, but relatable and appropriate for your audience.

A “welcome” video is the next element to consider. People see this if they click to visit your channel for the first time(for example, if they click on your profile name after watching one of your YouTube videos). You don’t want to make your Welcome video too long, but definitely don’t miss this opportunity. Make sure to study up and watch other Welcome videos to get ideas. A 2-4 min intro of why you created the channel, what the viewer will get out of watching your videos and what step to take next will work great. Give a clear call-to-action at the end, like guiding them to watch another specific video on your channel.

Playlists are the next juicy component of YouTube Channel optimization. This is what really draws people to your channel and has them spend time reviewing your content. Make sure to take advantage of your keywords and split your videos up into helpful categories that guide your viewers to topics they might find interesting. This builds credit with Google and helps to get your videos recommended either after or next to other videos of related topics. This is a great way to get new viewers, fast!

Lastly, your About section: while you think it should be all about you, it’s not! Make sure you’re keeping in mind that this section is for your audience, not you. Tell them what your channel can bring to them and why they should stick around. Link your social media profiles and give your audience a clear call to action so they know where to go from there.

With all of this in mind, your channel will not only be found more easily through YouTube and Google, but you’ll also get more quality leads. Get not only viewers, but also future clients to see that your YouTube channel is more then videos, but a body of work that’s personal and shows who you are.


YouTube Channel Punchlist


  1. Make it friendly/approachable and clear to understand
    1. Clever Color: for example, Tripp Advisor tied in the color red of the “Subscribe” button into his banner- making it stick out and sending a clear message.
  2. Should tell or show what the viewer is to expect
  3. Optional: link other social media/websites/videos
  4. Profile picture should be relevant to the channel purpose

Welcome Video

  1. Watch example “Welcome” videos to get ideas on how to create your Welcome video.
  2. 2-4 mins long and really captures what your channel’s about
    1. Show what’s in it for them
    2. Tell a little about you and your credibility
    3. Guide them to another one of your videos, so they have clear direction where to go next
    4. Your description shows on the home page, so make sure to optimize your description as well!
      1. Ways to optimize description:
        1. Link to other videos
        2. Link to other materials/products
        3. Link social medias
        4. Make it relatable/appropriate for your audience!


  1. Playlists are completely managed and customizable by you; and you can choose what playlists are shown on the Homepage of your YouTube channel
  2. Group content into different categories so it’s easier for people to find specific videos
    1. The longer people stay on your channel, the more YouTube ranks your channel as a quality resource, so your videos will be better optimized and will show up first in searches.
    2. Keeps videos organized and more manageable for your audience
  3. You can link playlists with similar content at the end of your other YouTube videos or in descriptions, then people will be led to watch more of your videos that are built in a playlist you create. (This also looks better to Google, who gives you  more credit)
  4. Create playlists off of your keywords- this separates your videos into topics, but also drives that optimization and your keywords help how your channels discovered.

About Description

  1. Make it about your audience: write a description so that your audience knows what your channel is about and what they’ll get from it
  2. Show how you are credible or what makes you “qualified”
  3. Link in your other social media/websites
  4. Give clear call to action: tell them where to go or what to do next
  5. Optimize for keywords! Add in those keywords to help your SEO.

Video Thumbnails

  1. Look over other successful channels and note their video thumbnails.
  2. Create a thumbnail template that is clean and eye-catching so that your videos can be noticed, and look cohesive on  your channel with related thumbnail images.

If your design looks good but it’s still not doing much for your business, try this.

If you have a brand design that includes a logo, website and collateral that looks pretty good and you think should be bringing in new prospects or business, but it doesn’t seem to be doing much…you might wonder what’s wrong. If you look at your website, you might wonder if you should change some images, or the layout, or add different information…but if you’re not really sure what’s wrong, then how do you know where to start making changes?

If you think things look okay (and people are seeing your information) but it’s not doing much for your business, this video suggests another approach you can try. It’s not another “tactic” or new feature–it’s something less obvious, but more powerful: the tone and personality of your brand.



Why is the tone or “personality” of your brand important? Because it’s what gives it LIFE! It’s what adds character and distinction. It creates the opportunity for people to like your company, because you have a style that resonates with them.

This is why getting a nice-looking template to build your website only goes so far when it comes to converting leads into customers. A template, by it’s nature, is a tool that can be used to produce a result quickly. You need a website, you search for a cool template, you plug it in and Voilà! You have a website.

But a thousand other people can do the same thing, so your site can look like Joe Accountant’s website and John Mechanic’s website and Mary Bakery’s website. The chances of someone remembering you from all the other sites they see that look similar are very slim.

Even if your site doesn’t look “great” but it OWNS that particular style of not looking great–it’s going to stand out in people’s minds. It will resonate with the audience and STILL work better than a website that looks a lot like every other site you see. (Think of or, for example.)

Tone and personality create likeability with an audience. Likeability builds rapport. Rapport generates leads.


To offer some examples, I’ve gathered some of my favorite sites with style and personality to show you ideas.

[/vc_column_text][mk_padding_divider size=”60″][vc_row_inner][vc_column_inner width=”1/3″][mk_image src=”” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Mailchimp knows how to have a playful, approachable tone to welcome people new to email marketing[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Method cleaning products convey a tone that looks fun, fresh and hip[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Love coach Annie Lalla’s bold, feminine aesthetic shine through to compliment her coaching philosophies[/mk_fancy_title][/vc_column_inner][/vc_row_inner][mk_padding_divider][vc_row_inner][vc_column_inner width=”1/3″][mk_image src=”” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Dr. Dan Engle’s focus on brain injuries, holistic healing and a simplified wellness approach come through in his website style[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Aubrey Marcus uses illustration and bold colors to convey his tone and attract his particular audience[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Hermès uses typography, specific wording, white space and imagery to carry the tone of the brand through all aspects of their presentation[/mk_fancy_title][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]

What I learned from my biggest client mistake this year

Biggest mistake, which turned into my biggest lesson was from the job that I wasn’t able to complete this year.

The client and I started working together, but amicably ended the project before completing the design phase. The client hired me to create the branding and a new website for a new business she was expanding into.

After researching her target audience and competitors for the new business, I created a series of design mockups for her. I spent considerable time considering the color choices, typefaces, her positioning message and market approach. I was proud and excited to show her my design ideas.

Instead of being excited, she requested a new round of designs…she wasn’t sure what she wanted exactly, but she knew what I showed her wasn’t right.

I went at it again, this time sure that I could find the aesthetic presentation that would speak to her target audience. After another round of designs, again, she didn’t like what she saw and decided to end the project before we went further.

Here’s what I learned from this experience:

1 – there’s a balance betquicween creating something that I think will resonate with the target audience and what the client will personally like. Sometimes they’re different. Next time, I’ll spend more time understanding what the client is actually looking for. One isn’t better than the other–But I need to be clear on what’s priority, in the client’s opinion, because that’s why they’ve hired me.

2 – I wasn’t receptive to what the client was wanting, I was focused on delivering what I thought would work for her audience. Next time, I’ll focus on being more receptive–and presenting what the client wants. I can always offer an alternative suggestion that I think would work, and suggest split-testing.

3 – If a new client isn’t sure on his or her unique offer or position in their market, and doesn’t think there are competitors offering anything like what he/she has…more time needs to be spent researching the market before jumping to designs.

Does your customer want to stand out or blend in?

Is your customer wanting to stand out or blend in?

Are you offering a product or service to someone that wants to be distinctive—to have the premium offer or the platinum service?

Or are you offering a product or service to someone that wants to fit in, to be part of the social group they admire or feel comfortable with?

The answer to this question determines how you talk about what you’re offering. You’re either:

  1. Illuminating how your product will improve their status, or give them an above-average experience.
  2.  Ensuring how your product will make them fit in or join the party they want to be part of.

If you aren’t sure what your customer wants, you’re likely to blend in with every other media message competing for attention. Your message will be general and non-specific. Worse, your message will be about YOU and not about THEM.

Imagine what your customer thinks will happen if they invest in your product or service. Think about your existing customers and what they appreciate about what you offer. Are they standing out or are they blending in?

Either way, it’s an important distinction that will help YOU stand out to your next customer—or be lost to your competitor that understands them better than you do.

How to Design Your Brand Assets To Be More Effective With Your Audience

How can you make your brand assets more effective with your audience? This video walks through the questions I ask a client when we start working on a new design for their business, whether it’s a website, brochure, landing page, brochure, etc. These questions are to help me understand who we are designing for.

For example, if I’m designing a landing page for a fitness product for an audience of 28 year old ladies, I’ll choose different images, typefaces and messaging than I would if the product is for 55 year old ladies.

I hope these questions help you work with a designer or enhance the designs you create for your business so they’re even more compelling to your audience.


How to Make Your Website Great Before You Design It

You can hire a designer to create a nice-looking site, but is there anything you can do before that to make your website WORKS with your ideal audience? YES!

In this video I walk you through the initial stages of my project process when I work on a new design. I start with creating “stylescapes”—a collage of design elements (images, colors, brand labels, products) that the target customer is familiar with. This helps both my client and I see who we’re designing for. It also influences color, typeface and image choices when I get to the design mockups.

Next, I create a wireframe or user flow map so we can see the hierarchy of information presented on the new site. This clarifies the lead generation funnel and how to get a website visitor from landing on your site to contacting you or making a purchase.

After these two steps, then I move to the design phase and create homepage mockups. By this point, I know who we’re designing for and have a better idea of what might resonate with them.

This process has helped me repeatedly create successful websites my clients love. Please let me know what YOUR process is like in the comments below!

THANK YOU for liking the video with a thumbs up if this was useful.


How To Improve the Results Your Marketing Team Generates For You

Hiring a marketing team or a contractor to help you with your marketing can be a very scary thing: how do you know if paying them to help you get people to pay you is going to pay off?

Do you look at their case studies from working with other clients? Do you ask for their references? Do you ask questions and hope you can find certainty in their answers?

This gets even trickier when you aren’t really certain how to market your own offerings. If you’re not sure exactly who to market to (because your product or service could benefit “anyone”), or where to find those people you want to market to (online or off-line), or when to come into their lives or their day to share what you have to offer…then handing off all these decisions to a marketing team or a contractor gets even dicier.

If you feel like it’s daunting to hire out your marketing to a third party, imagine how it might feel for your prospective customer to decide to invest in you. You’re offering a product or service to them. You want them to bet on you, to trust that paying you is going to help them get something they want.

It’s a risky situation on both sides!

How can you mitigate this risk for yourself (and also learn how to mitigate the risk for your prospective customer)?

In my experience, one of the best ways to do this is to improve your ability to “perspective.” The better you know your customer and why they buy from you, the more clearly you can hire people to help you market to them. If you have a clear idea of who you’re selling to, what they want and what they don’t want, then you can hire a third party to assist you.

A marketing team or consultant can assist you with your marketing—but you lead them. You lead them because you know your customer better than they do. You guide them on where to research, what you’ve learned in the past and what your vision is in the future.

With this kind of leadership, a marketing team or contractor starts off with a foundation they can springboard from. You’re hiring them to manage the smaller details that you don’t need to get bothered with: setting up Facebook ad campaigns, posting to social media, building your website, etc. It’s not necessary to know all the technical details involved with your marketing. But it IS necessary to be the one leading the direction. Getting input, suggestions and coaching from a marketing consultant will be much more effective when you come to them with this kind of clarity. A marketing consultant can guide the way of positioning your brand against competitors, the strategy for reaching your prospects, the components of a launch campaign and so on. But you’re providing the structure they build upon.

Your ability to “perspective” also applies to helping mitigate the risk for your prospective customer. The better you know your customer, the more you understand what drives them to buy and what concerns they have. With a clear idea of who you’re selling to, the easier it is to talk to them. Instead of talking about yourself and what you’re offering, you can talk about them. Your marketing can include sharing stories they’ll relate to, offering tips and education they’ll benefit from and entertaining them because you know what engages them. This is much more interesting to your prospect, and more effective for converting them into your best customers.

If you want to outsource your marketing or increase the effectiveness of what you already have, try thinking about your ideal customer and answering these questions:

1. What does my prospective customer already know about my product or service?

2. What does he/she probably assume about my product or service?

3. What does he/she probably misunderstand about my product or service?

4. If my customer could wave a magic wand and get exactly what he/she wanted after purchasing from me, what would that be?

Once you’ve answered those as best as you can, test out your assumptions. Ask your existing customers and ask several people that haven’t seen your offerings to give feedback. When you have a clear idea, share this with your marketing team along with the profile of your ideal customer. This will save time for them and greatly increase the likelihood of better conversions.

How To Apply Sally Hogshead’s ‘Fascinations’ To Your Marketing Message

Author Sally Hogshead outlines seven “Fascination triggers” or persuasion strategies in her book, Fascinate. The idea behind the Fascinations is to understand how we humans are wired psychologically: what drives us to take action?

What causes us to pay attention to a message — and what makes a message compelling enough that we will spend money to buy a product or service?

The fascinations that Sally emphasizes provide useful framework for creating a marketing message. You can consider your message and how it speaks to each fascination, or consider your audience: which fascination triggers them the most?

By understanding the attraction behind each trigger, you can more precisely explain and predict why otherwise meaningless things can become intensely desirable.

You can also utilize these to make your marketing much more dynamic. D

Sally Hogshead’s Seven Fascination Triggers

MYSTIQUE — Why we’re intrigued by unanswered questions. Adding mystique to your message adds curiosity, which we humans can’t resist.

LUST — Why we’re seduced by the anticipation of pleasure. Adding lust by speaking to pleasures brings warmth and humanity to your message.

ALARM — Why we take action at the threat of negative consequences. Adding alarm gives adventure, immediacy and danger. In other words, it spices things up.

POWER — Why we focus on people and things that control us. Adding the appeal of power or control can be alluring, and can inspire respect or fear.

VICE — Why we’re tempted by novelty and “forbidden fruit”. This can tie in with lust as well, adding the appeal of forbidden or hidden desires.

PRESTIGE — Why we admire or aspire to have rank and respect. Appealing to this in your message adds strength/courage/pride/esteem (?)

TRUST — Why we’re loyal to reliable options. Adding trust speaks to some of our most fundamental concerns and builds rapport, stability and comfort.

As an example, let’s play with the fascination Sally calls “Mystique.”

How To Apply More Mystique In Your Marketing
It doesn’t require adding anything new or changing your product or service to begin using fascinations. Rather, you need to shift from speaking about what you have to offer(the features of your product or service) and instead consider how you’d describe it if you’re talking with one of the fascinations in mind.

So, for example, how would you enhance your marketing with the fascination “mystique”?

There’s several strategies you could use. Even applying one or two of these strategies can elevate your audience’s curiosity, and draw them closer to learn more.

Strategies to Add Mystique To Your Marketing

1. Withhold Information.

2. Spark Curiosity.

3. Raise the Reward.

4. Build Mythology.

5. Limit Access.

6. Stories, Not Facts.

7. Ask Questions (rather than giving answers).

Let’s say you are a corporate motivational speaker and you want to be hired by companies to present half-day and full day workshops. Now, we’ll apply several strategies I just mentioned to create different marketing messages:

1. Withhold Information: As a speaker, you could offer a list of topics or titles for your different workshop presentations, with several bullet points to explain further. Then hint at the “secret sauce” formula that you reveal at the end of your presentation that keeps people coming back to hire you repeatedly. Even better, include several testimonials from past participants that speak to the unexpected value they received from attending your event because of your “secret sauce formula”.

2. Spark Curiosity: Like having a “secret sauce formula””, you can build your presentations around an exclusive method, technique or unique strategy that you’ve developed that helps companies achieve the results they’re looking for. Perhaps it’s the “6-Step Employee Engagement Blueprint”, or the “Master Management Method” or something like that.

3. Raise the Reward: Can you go above and beyond to add more value to a company that hires you by including a bonus, a free offer, a complimentary follow-up consultation package, etc?

4. Build Mythology: What’s behind your philosophies and your success? How have you become the expert authority a company is hiring now for their next event? The story around you or your content holds the power to engage and create intrigue. Think of Lady Gaga, or Tom Cruise with Scientology or Michael Jackson. There’s always going to be an air of mystery behind them and what makes them tick. The mythology is attractive to our curious human minds

5. Limit Access: Perhaps you decide to plan only 3 workshops this quarter. When you speak with a company considering hiring you, mention that your other slots are taken, so it’s key that they schedule you now before you’re fully booked.

6. Stories, not facts: A prospect will be easily bored by the facts of your resume, your professional experience, your educational background. These are lifeless facts that many other great speakers have listed in their qualifications. What sets you apart is the story behind them. HOW did you decide to become a law student and then break into public speaking? What life event rocked you so much that you knew you wanted to be on stage, captivating audiences? It’s the story that engages and makes the sale.

7. Ask Questions: Become curious in your prospect. When you have them in conversation, ask about their values, their goals, who they’ve enjoyed as a speaker in the past, what they want to avoid, etc. Being curious about them helps YOU to become better at selling to them. Hold your tongue on talking about yourself until they ask.

I hope these examples of how to apply Sally Hogsheads’ Fascination of “MYSTIQUE” to the marketing message of a corporate motivational speaker gave you some ideas for your own marketing.

By starting with a few example products/offers as practice, you’ll begin to get a feel for how to naturally work the appeals of fascinations into your own messaging.

Is it better to buy a PR media list or take time to develop your own?

content marketing optimization


So, you’d buy a PR media list to reach an audience with your marketing, correct?

And you’re probably considering doing that because it’s faster than investing the time and resources in developing your own list.

I get it. That’s valid…but it’s similar to driving down the road with the car window down and letting your hundred dollar bills go flying out into the wind.

To answer this question, it helps to think of marketing like dating.

If you are a total stranger and suddenly walked up to me as I was in the middle of my business (e.g. walking on the street, having dinner, chatting with friends, reading a book in a cafe, checking my mail and messages…whatever), what’s my reaction going to be if you suddenly start telling me about your latest widget and introducing your offer to me?

I’m likely going to be put off, annoyed and move away from you as quickly as I can.

Now, if you wanted to attract my attention to tell me about your latest widget and introduce me to your offer so that I am not annoyed…

You need to invest time in getting to know me.

For instance, what do I like to do in my spare time? Where do I go to hang out? What do I love about my work? What are my values? How do I like to spend my extra income?

When you figure these things out, then you can position whatever you’re trying to sell me as a way that I can have more of the stuff that I enjoy (or get away from the things I don’t enjoy).

Then when you approach me and you’re talking about something I can relate to, my ears perk up. I might give you a second of my attention.

Now, let’s tie that back to buying a PR media list.

Consider the amount of money you’d invest in purchasing that list, mailing (ahem, spamming) them, getting 0.01% response rate MAYBE, mailing again and getting no useful responses.

Verses investing your time in researching the type of person you are trying to reach in the first place and learn about them.what do they like to do in their spare time? Where do they go to hang out? What do they love about their work? What are their values? How do they spend their extra income?

For instance, what do they like to do in their spare time? Where do they go to hang out? What do they love about their work? What are their values? How do they spend their extra income?

When you have gathered your research, then you can invest your money into being placed in publications/websites/locations where these people hang out. Or get interviewed by someone these people would respect and listen to. Or start a podcast or YouTube channel offering advice, tutorials and information about the things they’re interested in…and tie it back to your widget.

This way, you’re building a list of people that are interested, engaged and appreciate hearing from you. Takes longer but actually is a MUCH better investment of your time and money. Once you have that list of people, you have a very valuable asset for your company.

What do the most successful landing pages have in common?

landing page optimization

When you’re presenting something new to someone that’s never met you, the objective is to be interesting enough that they become curious and want to know more.

When you’re doing this online, you have about 1–3 seconds to do this—-and you’re competing with the other tabs they have open on their browser, the text messages pinging them in the background, the environment around them and a dozen or so other distractions.

So you gotta be clear, direct and interesting out of the gate. How do you do that?

You showcase what it is and who/what it’s for—-and you put it in their terms. What’s in it for them? Why should they care?

If you can dial down the answer to that and communicate that immediately, you’re on your way to engaging them for at least another second or so.




You can do this with a great headline/subheadline, or an illustration, or a video or a combo of any of those.

It’s not about giving them tons of information and explanation about your business and offerings—-it’s about distilling down how your offerings are going to help them get what they want.

It can be just as compelling, if not more so, to present why or how your offerings can help them avoid what they DON’T want.

A great first test to optimize your landing page for conversions would be to try 2 variations of your page using toward-motivation (what do they want) verses away-from motivation (what they don’t want).

3 key questions to optimize a website home page or a landing page:

  1. What am I offering?
    HINT: think in terms of results. What result is someone going to get if they use your product or service?
  2. Who is it for?
  3. What do they want? What do they want to avoid?

Next, write out the results you’re offering in terms of your target audience. What’s in it for them (or why should they care)?

Then split test your messaging explaining those 2 things in a “move-towards” motivation message and then a “move-away-from” motivation message.