Hello, my friends.
Today’s lesson is called “Like Son, Like Father.”
You might think I should have said “like father, like son,” the common phrase; but, no, I meant it…”Like Son, Like Father.”
This lesson is inspired by my son, Brian DeCosta, who just a few months ago launched his own YouTube channel. It’s absolutely phenomenal. I encourage you to subscribe to his channel regardless of your level of fitness. You will get something out of it.
I was reading the comments. Obviously, my wife, Linda, and I are hopelessly biased. We love all three of our children and support the things they do.
But in reading the comments, I was fascinated by the fact that what is driving the viral nature of Brian’s videos is not just one aspect. It is actually something I have talked about before: content marketing. And that has three main aspects.
If you want to attract people to your business, sustain their interest, and keep them enthralled; you have to educate, entertain, and inspire them.
In reading the comments on Brian’s blog, you can tell he’s doing all three of these things. His message is fundamentally about diet and exercise, and how Brian has literally transformed his body. He was in great shape before, but much more slender – more of a runner. Now when you look at him, it is quite amazing. He has done it all in a very clean, healthy, long-term sustainable way.
And he is delivering his very important message in such a way that it covers all three aspects of content marketing in a very dynamic way.
Brian is giving the viewers solid information and, of course, demonstrating the information. That is the content. In the steak and sizzle analogy you have heard me use, educational content is the steak.
People buy a steak because of the idea of eating the steak. They’ll continue to go to a particular restaurant because of the value they get in the actual steak…and the sizzle is what initially attracts.
Where education is the steak, entertainment is the sizzle.
How do you deliver the sizzle?
Make it interesting. Personalize it. Tell a little bit of your story. Be a bit transparent, a bit vulnerable, let them know of mistakes you have made. Heck, I’ve flubbed lines and kept them in my videos in the past. Why? Not just because I didn’t want to go do the video again, but because it’s important that people understand everyone flubs a line.
I’m in a partnership with John Maxwell the greatest speaker on the planet, and he flubs lines. You know what he does when he flubs lines? He laughs at himself and that gives everyone else permission to laugh as well. It also makes him human to those who might think he is some robot that never makes a mistake.
So, Brian’s channel and each one of his episodes entertains and shows some of his personality so that people stay interested. It’s not just guys lifting weights, which is really not all that interesting to most people for very long.
People will check you out because of the content, and they might chuckle a little bit and come back because the entertainment.
But ultimately why are people watching YouTube channels? Why are they subscribing to blogs?
Because they want to change something in their lives. They want to be inspired.
You must deliver the content in such a way that inspires people to take action so they start to manifest results in their lives. When they start to see results, they are hooked. They’re hooked because now they view you as a partner in their journey to where they want to go.
The most gratifying feedback I get in my business is not, “Oh, Ed, you’re hilarious,” or, “That was a great lesson.”
I love those kinds of messages and comments, but the ones that mean the most to me are, “I didn’t believe in myself,” or, “I didn’t know what you said was true, so I tried it and I’ve gotten traction. I have overcome the self-limiting belief. I have achieved the result – an outcome that I never thought was possible. And now I can never go back to that old way of thinking.”
To me, that’s what changing lives is all about.
Again, check out my son Brian’s YouTube channel, because he’s changing lives as well. You don’t have to be somebody who’s going to be a body builder to gain benefit from his channel. He will teach you things that will help you become healthier.
When we boil it down, at the end of our lives, we can’t take possessions with us.
What do we want to do? We want make a difference in lives.
That is what I’m doing.
And I hope you’re doing the same in your world of influence.