- This is Patrick Hanlon
he's a lot taller than me.
If you guys want to learn
what you need to do
in order to get people to love you, follow you,
whether it be subscribes or
likes or hearts or whatever it is
this guy put together a book that talks about
the seven things that make it easy for people to do that.
We're going to dive into them with you right after this.
(futuristic music)
- Hey guys, my name is Tim Schmoyer,
welcome to videocreators
we are all about helping you grow your YouTube audience
so you can spread a message that reaches people
changes their lives, and that's what Patrick is all about.
So tell us a little bit about your story real quick
- Started writing Superbowl spots
and then I got out of advertising
and then 2001 I came up with an idea
or actually a great question,
which is why do some companies
their products and services mean something to us
while others don't.
So I figured out a way that breaks down
what big brands were doing at the time into seven pieces
and each one of these pieces is differentiated
so you can do your own thing
instead of imitating everyone else.
We call this primal branding
it's become required reading at YouTube.
- Whenever we work with a client
more like one-on-one for a while, his book, Primal Branding
is one that we require them all to read
and really go through
because it really breaks down the seven elements
we're going to share with you guys today.
These are the things your audience needs to hear
they need to understand about you and you brand
for them to really make that connection with you
that you want them to have so that your channel grows
you get more people
and they keep coming back wanting to watch more.
- The thing that you're doing
is breaking it down into story
you're breaking down the story
into seven elements that all great stories have.
Even if its Game of Thrones, or Huckleberry Finn,
they all have seven ingredients:
they have a creed, they have a creation story,
icons, rituals, lexicon, words that they use,
non-believers, and a leader.
You break all that to part and that creates a continuing
series of things and you put it everywhere.
Not just on YouTube,
but on Instagram and all these other places, social media,
digital media, traditional media even.
No one else has your creation story,
no one else has your creed, no one else has your icons,
it just keeps going with that.
- Let me give you guys an example of this, in YouTube world.
Good channel vlogbrothers
if you've heard of them, John and Hank Green.
They have all the seven things in their content.
Number one, their creation story.
They started on YouTube way back in the day as an experiment
to make videos and send back and forth to each other
other people started watching right?
That was their creation story of how they got started.
Then they started developing all these creed
like Decrease World Suck, and Project for Awesome,
and a lot of these things, they're like
this is what our mission is, what we're all about.
And then they have their icons.
John has his set behind him, and Hank has his set behind him
they themselves are icons, the way they edit
very fast-paced, that's very iconic.
Then rituals, tons of them!
Have you ever noticed whenever John wants to make a point
he always puts his fingers through his hair and goes up
like that, right?
And leans back in his chair.
Another ritual, they open every single video they same way,
"good morning John," "good morning Hank,"
as a way of addressing the other person
when they first start their videos.
- Good morning Hank, it's Tuesday.
- Good morning John, it's Friday.
- Then the next part of the primal code is the lexicon
and they have tons of these,
whether it be nerdfighers, or nerdfighteria,
these are words that people outside their realm
don't really understand, don't really use
but anyone who is a nerdfighter totally knows
what Project for Awesome is, Decrease World Suck,
words that they use to identify
that they are in the community
in that crowd that's a part of that channel.
In terms of the non-believers on the channel
these are the people who aren't nerds
these are people who are maybe more like sports jocks
and the people who are really just all about
not really solving problems
they're actually creating problems, right?
Those are clearly the non-believers
and that's why they call themselves nerdfighters,
because they are nerds that are fighting
for this better good.
And then the leader, John, Hank Green, pretty easy.
So this is not uncommon for a lot of the channels
that are just killing it on YouTube to have
all seven elements of the primal brands
deeply encoded in what they do
which makes it easy for people to latch on
love what they're all about
and watch more and more and more.
This is so important for you guys to really figure out
and implement on your channel in order to gain traction
and turns viewers into subscribers, and subscribers into
passionate, loyal fans for your channel.
So I want you to do, is
There's a link to Patrick's book down below, read it,
and at the end of every chapter, just think
how do I better integrate this into my content into my brand
then over there, you see a video, that's his Ted Talk,
where he dives into this in more detail.
So check out the book, go watch the video
and Patrick will see you over there. Thanks for hanging out!
- Thanks so much.