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There are founders making millions of dollars a year buying ads with creators on YouTube, and there's a certain strategy and way to do it. So I brought on a friend of mine, Cody Schneider, to actually walk through all of this. This is a tutorial that might feel a little boring,
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but if you stay to the end, you'll know how to actually make money with creators. And creators is how people find products nowadays.
So this is a really, really big deal, And I'm so grateful for Cody for taking the time and actually showing us screen sharing the entire way through how to do
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this step by step. All right.
I got a vibe coded app with no customers, Cody, and I need some help.
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I love it, man. This is OK.
So this playbook is super good for this, especially when it's an SMB type of product that you're trying to sell or a tool that has one killer feature. YouTube creators plus affiliate marketing is one of the best ways to go about getting your first customers.
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And the reason for that is it's basically a product demo that's in disguise. Right. So when you break it down, what's what's happening is somebody you're basically reaching out to creators.
and you are getting them to create videos about your product. And then you're giving them an affiliate commission.
So you basically pay them for the video and you're giving them an
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affiliate commission based off of the traffic that they drive. And I'll break down why you do that, why we see this work.
And we'll go into detail about the whole playbook. And , I'm going to write out the actual emails that you should send, what tools you should use for the reach out, et cetera.
But that's the kind of the high level. And the reason that this is a massive opportunity
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is that it's an inefficient market. And what I mean by that is that if you say, for example, if you go to one of these creator aggregators, right, or a creator network or you hire an agency, the creators understand their real value.
But if I go and I reach out to enough YouTube creators,
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they don't know how to price themselves. Right. we'll see this all the time, especially with smaller creators that are 10,000 to 50,000 subs. They don't know what their value is.
And so if I reach out to 100, say I get 50 to respond. And then of those 50, 10 are going to underprice themselves so dramatically that they're basically a marketing arbitrage.
Right. I work with them and
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then I can go and find the winners of those 10 of that cohort and I put them on retainer. And again, we'll walk through this whole thing.
I'm going to show you step by step. And that's kind of the high level of how you get this to work, why this works.
And then the last thing I'll say before we jump into this is that you can track the ROI on this, unlike when you're doing short form creator
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marketing, right? using TikTok or Instagram Reels or YouTube Shorts.
With that, the user sees the video, they go and search it on Google, and then it's hard to track the direct ROI of the activity. In contrast with this YouTube, longer form YouTube video, say it's a 10-minute video, you
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give them an affiliate link. They click that in the YouTube description and you can see the exact dollar amount that somebody is providing to your company.
what is the value that they're actually providing with the media that they're making? So, yeah, questions before I jump into it?
The only
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question I have is because I don't want people to listen to that and click out because they're , no, this is small boy stuff. Can you make serious money by this strategy?
I have a friend that took his company from zero to 6 million ARR in 18 months, only running the strategy. Entirely
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bootstrapped. The company is called Everbee.
My friend Cody McGuffey is an absolute G. If you're trying to really quickly now, they're moving into basically e-commerce in total, an e-commerce shop.
So if you're trying to build out an e-commerce shop as quickly and
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easily as possible, his company is basically doing that. But this is the exact playbook, the exact strategy that I've seen people execute. This is not some small thing.
Imagine, Greg, you have 100 creators that are posting a video about you monthly, about your product. What happens if
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you do that within a category? You're going to be everywhere overnight.
That is the game. What are people doing with these clipping agencies? right?
Why are you clipping short form? Why are you spending $1,000 clipping short form when you could be doing this?
It's unbelievable. Cody,
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let's give the people what they want. Let's get into the sauce.
Let's dispense the sauce. I love it.
I love it. Let's go in.
All right, cool. So first part of the process is actually getting these emails.
So let's just break down how you actually go about this process, go about doing
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this. So I'm going to go and let's do Looker Studio, right?
So which is this basically a tool for data visualization. So there's tons of people that are basically making tutorials about how to do Looker Studio.
So say you're a a data visualization or you build some tool. Actually,
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Google Ads might be a better one, right? So say you're doing a you sell some type of software to people that run Google ads, right?
So there's hundreds of these creators that are making videos about Google ads. if I go and I filter by four to 20 minute videos, and then this month, we're gonna
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see all of these creators that make videos about Google ads. So this creates a perfect opportunity for me to reach out to all of them and be , hey, I wanna sponsor your video, have you talk about X products, right?
So we can go into this. And what people don't know is you can actually see the
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emails of these creators. Okay, so I go to their company, or sorry, I go to their YouTube profile. I click view email and I can actually see their contact email.
So imagine I go, I find all these,
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I scrape all of their YouTube channels and then I can go individually and get all of the emails of all these creators. OK, so the challenge with this is it's behind a capture and YouTube limits
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you to only about eight email opens per per time that you do this. Right.
Per session. It's a 24 hour rolling window is how it works. So there's a couple of ways to get around this.
One, you can go hire somebody off of Fiverr. If you just go I paid a guy one hundred and twenty five
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dollars to scrape 10 emails for me in a category That one way to do it Another one that you can go do is use There's this end point from Rapid API that is YouTube email scraper. Yeah.
YouTube
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channel email scraper. You pay the subscription. You can do calls to the API.
He basically has a, don't quote me on this, but this is the only way that this would be able to function. But you can pay these offshore CAPTCHA validation. So it's a real human that's clicking the
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CAPTCHA. But if this is the robot's ass, they do it in India or Pakistan or whatever.
That's honestly brutal, bro. It's crazy, man.
It's crazy. But anyways, see, there's these, it's really , it's actually an API that you can call.
It's actually insane. we, in a different
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life, use this at a point. So that's how I'm assuming this works.
But yeah, so basically this allows for you to go and do API calls for the individual YouTube channels. You get all those emails back.
So those are two different ways. You can do this manually too.
you don't even have to
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do it any, technically. What I just showed you, you can do, you can do A to day.
So in a week, whatever that translates into, right, you can do in the range of, we'll say, 50 a week, right? That's more than enough to in a two-week period, you reach out to all of them. You've contacted 100 people.
So you contact those 100 people, and the email that you send is stupid simple. We
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have tested everything. This is the best one that we always see perform.
So the subject line ends up being paid collaboration. Super, super dumb. Just all lowercase, right?
And then it's , hey,
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I love the content you're posting on LinkedIn. I'm sorry, posting on YouTube. Can I get a cost breakdown for a three-video package?
And I'll give you an affiliate commission of 30%. So I just used
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Super Whisper to basically do that transcription. I always get asked, , what we're using for that. And so let's break down why we're doing this. , why are we all doing a video package of three and also giving them an affiliate commission? So there's strategy behind this. And then what
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I'm going to do is basically send 10 follow up emails because these creators are constantly getting blasted. So you just literally have to follow up with them so much.
It's ridiculous. It's actually a pain in the ass.
But this is what we do and it works. But to take a step back,
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so why the three-video package? So the three-video package, why we're asking for that is we've seen better results than just doing one video.
When it's one video, it's a flash in the pan to their audience. In contrast, when I do that three videos and they do different angles, it gets
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their audience to be , oh, this person actually uses this tool. And so that's one component.
You spread that out over a six- to eight-week period. So it's not they're doing three videos week after week. It's , you know, kind of mixed in with our other content.
And then the other piece is the
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commissions, the affiliate commissions. Why do we give them the affiliate commission?
One, we want to be able to track the ROI they're producing for us. And then two, it creates this lock in with the creator so that long term, they won't increase their prices on you because they're , oh, shit, I'm making 10 grand a month in affiliate commissions from this company.
that creator,
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if they're good, they're naturally going to grow. And as they start to work with new brands, they're going to increase their prices. Right.
And for you, they you just creates this relationship lock in so that those prices don't increase. It just creates an uncomfortable conversation for them, which is great.
And then the other component is as brands will approach them for exclusivity. Hey,
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I don't want you to work with this other competitor. I want you to only work with us.
It also has this where it's if they if they change from working with you again, creates this awkward situation for them where it's , oh, I'm getting paid out. 10 grand.
I don't want to hurt that relationship with this person that I built over whatever it is the last 12 months. So that's
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the email that you send. Send just 10 follow-ups basically, asking them again over and over in different ways for this pricing and this package. The other component of this is the actual strategy behind why we're reaching out to 100 creators simultaneously.
So if I reach out to 100 people,
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and actually let's do this in a Google Sheets just to show fake data. So it's we'll say , you know, channel one, channel two, channel three, etc. And then we'll say their cost.
And so imagine
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that I reach out to all of these channels and they come back to me and we'll say, you know, we'll say subscribers. So 22,000 subscribers, 10,000 subscribers, you know, and then, you know, 30,000 subscribers just to give numbers.
And imagine I have, you know,
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100 of these. Right.
So they're going to come back with their costs for a three video package. Say they say something sixteen hundred. They say something , you know, two thousand.
And then they say something we'll say, you know, three thousand. I can start to identify who
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is underpricing themselves in the market. And so because this is an inefficient market and people don't know what the value of the service is that they're about to provide you, what you're going to naturally find when you reach out to enough people is that there's a subset of people that are basically underpricing what they're doing.
So, again, just to put numbers on this,
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what I would do is basically take the cost of the three video package divided by the the amounts of of of subscribers that they have. You can also do average views per video.
That's another way
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to do this. Well, typically we do a composite of both, but just for the sake of simplicity, we'll just we'll just do the subscribers on the channel.
And then we can start to see basically how much we're paying for the to get in front of their audience. Right.
And from that, I can
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then start to rank stack who is the cheapest. So of the hundred people I contact here the 10 cheapest relatively cheapest based on what they saying their their value is And again when they come back with a number you can negotiate down I guarantee it I would cut that in half and work
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your way up from there or just come to them. A lot of the times they'll just say something , what can you afford?
What can you pay? Because they just don't even know what the price themselves. And I just come in and be , hey, creators of your size, we typically pay them X amount per video.
Is that interesting to you? They'll come back and say no, they'll say a higher price,
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and then it just turns into negotiation. And what about CPMs?
I haven't heard the word CPM. Yeah, I don't think about it CPMs that much.
I'm way more focused on is this creator making content already within the category? Because that means that they understand the audience and having some marginal
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success in that space. Because they understand how to talk to this audience.
And if I get a thousand views, but it's an extremely engaged audience that's listening to what this person is saying, if they suggest this tool or show this tool to accomplish the outcome that they're looking for,
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we're going to see extremely high conversion rates. This is basically a video sales letter or a product demo or a webinar that's happening asynchronously, at scale with multiple people, you know, simultaneously.
That lives forever. That lives forever.
That's ever been. It's insane.
One
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quick little tip is don't look so much. I mean, you could look at views directionally, but the likes and comments really show people's propensity to or love for a particular creator.
By the way,
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this video if you haven't already liked it. And comment, you know, for the algorithm and comment for our souls.
Thank you. But yeah, I think if you look at the likes and comments, you'll get a better sense as to how valuable someone is.
And I want to say one more thing. You used the words,
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I think, mispriced attention. And I want to take a step back and just explain why that is such an important term.
Some of the biggest businesses of the planet were built on top of mispriced attention. when you think of how many multi-billion dollar businesses were built on
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top of five, 10. I can give you an example that's really finite, right?
So wish.com, which doesn't really exist anymore. Wish.com became a billion dollar company in 18 months with Facebook ads in the early days.
And the reason is you could get one cent link clicks on Facebook ads and there
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was nobody else running ads to cheap shit that was being basically imported from China. And so- Zing had two.
Zing had the same strategy. Exact same strategy.
And so that's the scale. This isn't this small boy thing, right?
this is some small boy thing. If you find attention that is high
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quality, that's relatively cheap. It is one of the most powerful growth levers that you can pull as a marketer.
So, yeah, I just want to highlight that, that this is this is this is huge. Absolutely. And I think that it's , again, when you think about the best, tactical growth people, this
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is what they're doing is they're trying to find misaligned things that don't make sense and then exploit it as aggressively as they can. And by the time you're hearing about it, I'm just going to bluntly say this so that everybody's listening. By the time you're hearing about it, it's already
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cooked. , that channel has probably already been exploited.
I'm not saying that this one is. It depends on the niche that you're in for this, , this strategy, this specific creator strategy. But, , do not buy a course. Do not, , go and, , pay somebody for this.
They're just reselling
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their, , used clothes, basically, right? , that is what's happening.
They're saying it's new and it's not, right? So anyway, but this can be really effective, though, if your product's in a specific niche, a specific category that there aren't a lot of people already doing this.
If you're in
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the dropshipping category, as an example, it is going to be so expensive, man. this is not going to work.
There's so many people going after that. But if you're in some niche, tiny thing that's super , you know, random, I don't know what that would be, you know, off the top of my head. But
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maybe it's a depop resellers, right, or something that. There's a massive opportunity to go after those types of markets with this strategy.
So, yeah, I think where it's probably cooked is the most highly competitive spaces. Yep.
But if you're not in the most competitive space, that's insane,
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then yeah, there's probably some room there. And the truth is, even in the most competitive space, there is opportunity.
It's just harder to find, right? You just have to message more people.
Well, it's real estate, right? Yeah, exactly.
Literally real estate. , you know, there's there's in
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real estate, even if, you know, in 2008, for example, and everything was sky high, you know, there was still opportunity in 2008. There's still opportunity to be able to find it and have that process to identify it.
And I think that, again, to talk through this, this strategy here,
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if you contact enough people, you're going to find people that are underpricing themselves. But it just comes down to , how do I contact a thousand people?
How do I contact 10,000 people? Right.
You are going to find people that are saying, yeah, I'll do it for $200 a video. Hell yeah, I'll do it for $200 a video.
And in reality, they should be charging you a grand, but they just don't know
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that their value is actually that thing. And that is what you're looking for is inefficient markets, inefficient distribution markets where people are underpricing their value.
So, okay. So you found these people, you've now reached out to them. You've got that three video package in lock and
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you're doing the affiliate commission. So you give them that affiliate URL.
That's going to be able with that. You're going to be able to track the actual ROI of the person that you worked with.
So imagine I reached out to 100 people and I ended up working with 10 of them. And of those 10,
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what you'll find is two to three will actually be 80 percent of the revenue that's driven from all those people that you worked with. So at the end of this cohort, you basically look at your affiliate commissions and you for the affiliate. Sorry, I didn't mention this already.
You can use
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something reward full. I think that's kind of one of the best price ones.
if you just a you know a five coded tool there tons of these out there though All of them kind of function in the same way So but anyway so you have identified your two to three best performers At that point you go back
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to the creator and you're , Hey creator, we want to, I want to work with you long-term. Can I get a video per month and we'll pay you on a, basically on a retainer to make that video.
They're going to a hundred percent say yes, because they all want recurring money to come from this. And now
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you have, we'll say two people that are doing a video per month. You restart that cycle now.
So I go contact 100 more people. I find the 10 that are underpricing themselves.
I work with those 10. I find the two winners.
I add them to my retainer, right? So now I have four people.
And then you
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just keep scaling this up. So what this translates into over time is you go from, I have nobody posting about the product on a monthly basis, to I have 100 people that are on retainer that I know every time they post is ROI positive and I have it directly trackable to them and a hundred videos
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drop about my product on YouTube within my niche, within my category on a monthly cadence. So that's happening, right?
You're basically creating this astroturf of content, right, you're astroturfing this content to make it take over this ecosystem. The knock-on effect that comes from this is that
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every once in a while one of these videos will go viral and you're gonna get 10 other creators to make a video about the video that you paid to get made by the creators that you have on your retainers. So it creates this spiderweb effect, right, where it's , oh, I'm paying these people, but then because their videos are going viral talking about the product, all of these other
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people now are willing, basically. And it's not even willing.
They're just doing it because they're going to get views, and they're going to sign up for your affiliate program as well. Because they're , oh, they did this, and they're driving to an affiliate. I can also get paid doing this as well.
And so this is how you scale up this whole process. And it's really effective, again,
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for these types of tools that are these they have a specific pain point that they're solving. It's one killer feature, et cetera.
So, yeah, that's the whole playbook. The challenge with this is the actual relationship with these people as time goes on.
If you have 100 people you're working with,
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it's it gets hard really quickly to go and basically validate they're actually doing the work that they're saying they're doing, the video is actually dropping, et cetera. But a lot of the times what people will do is build basically when a video drops, they have a form submission.
That
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form then goes into a make automation to track and then they'll build a spreadsheet that's basically pulling in the views from those videos so that they can see the volume and then actually graph that out. of , here's the actual impact that's happening in the background, you know, while this is running.
And from a reach out perspective, , are you automating any of that cold reach out? Oh,
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for sure. Yeah.
, I would go and I would use Rapid API to scrape. We drop them into, you know, instantly to send the cold email.
, you can set up Instantly's bots. There's actually this company I just learned about called Stormy AI.
So gangster. The founder I know of, his name is Robert. He's
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just killing it. He's the classic, just, you know, cracks founder that's building something super interesting.
So what this does is it allows for you to search for people in a category. So you could say , you know, we'll look for Claude Code, you know, as an example.
And I want people,
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you know, smaller creators, right? Basically, what this does is it goes and it searches for individuals that have made videos already about these products, right?
And it finds them. It finds their email addresses.
And the crazier thing that it does is it will actually negotiate the pricing
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with them. So it basically is an AI agent that does, , the research, the reach out, and then also the negotiation to, , come to a deal.
Once you've arrived at that deal, it will then go and basically , you know, circle in the human. That's , yes. Right.
So basically just found all
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these creators. I can go and draft an email.
The email is happening within the application. Right. And then the that whole process that we kind of described, it's almost handling a lot of that heavy lifting for you.
So if you're just , you know, a one man band and trying to figure
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out how to do this, this is a way that that you can do this. So go sign up for it.
They're early stage company. They're actively building out new features to make this more and more automated.
So it's super, super powerful tool. Cool.
All right. Thanks, Cody.
This is really cool.
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I mean, I assume people know this, but most people actually don't. I think a lot of people are , yeah, creators, I should be doing something with creators, but it's probably so competitive or it's too hard.
And they don't realize that now is the time to actually make this happen before it
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gets fully cooked. We're at medium rare right now. Totally.
I think the other thing with this too, is that the, people think that, , people think that create, , this is how people discover products now, actually. , I don't people, people don't, they passively discover things,
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right. Rather than actively discovering them is a lot of what we're seeing.
And so you have to , this is what for you pages have changed about the entire, entirety of the internet is basically, you have to find this middle ground equilibrium between it gets the distribution on that channel
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so that it can get passively discovered. Right. But it's also Pat, you know, providing enough entertainment, enough values that it gets the reach.
Right. And this is why I always try to, you know, tell people don't hire somebody for this.
Find somebody that's already doing this and
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work with them because they've already figured out the algorithm for that specific category. It is so much harder to train somebody to understand an algorithm or how the YouTube algorithm functions rather than finding somebody that's already having success and then just giving them the resources
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to basically include your product within that. So do not start from ground zero. That is the worst way to go about doing this.
Absolutely. Well, Cody, thanks for spilling the sauce. We appreciate you.
I'll include links where to find Cody to follow his journey, his company's journey,
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graph.com. And that'll all be in the show notes. And dude, I'll see you next time.
Thank you, G. I'll be stoked to come back and talk more about this type of stuff.
All right.