Landing high-value clients doesn’t have to be complicated, exhausting, or feel like you’re constantly chasing leads. In fact, it can come down to just one video.
It’s true, one strategic, well-crafted video can do the heavy lifting for you—attracting the right people, build trust, and bringing in those dream clients on autopilot. And today, I’ve got Ian here to show us exactly how to make that happen.
Ian is a video marketing strategist who has spent years helping businesses use the power of storytelling and video to attract and close high-value clients. He knows what works, what doesn’t, and—most importantly—how to make YouTube work for you with just one game-changing strategy.
Links mentioned:
How to connect with Ian:
- Website: https://iangarlic.com
- LinkedIn: https://www.linkedin.com/in/iangarlic
- Facebook: https://www.facebook.com/ian.garlic
- Instagram: https://www.instagram.com/iangarlic
Watch The Live Call
Full Transcript
Misty Kortes (00:01.531)
Alrighty, hello, hello and welcome. Okay, so landing high value clients does not have to be complicated. It doesn’t have to be exhausting or make you feel like you’re constantly chasing leads. In fact, it can come down to just one single video, according to Ian. It’s true, there is one strategic
well-crafted video can basically do all of the heavy lifting for you. So it can help you attract the right people, build trust, and bring in those dream clients on autopilot. And so today I have got Ian Garlic here to show us exactly how to make that happen. And Ian is a video marketing strategist who has spent years helping businesses.
use the power of storytelling and video to attract and close high value clients. So he knows what works. He knows what doesn’t. And most importantly, he’s going to show us how to make YouTube work for us. And I know I personally am coming in all ears, ready to take notes. We were just talking before we went live that,
You know, my strategy for YouTube has basically been if you made the video or a reel for Facebook or Instagram, you might as well just push it to YouTube. That’s the extent of my strategy. So I’m so excited to welcome you, Ian. Welcome to the show.
Ian Garlic (01:27.33)
Let’s see. Thanks for having me. I appreciate it. I’m excited to talk about this. love talking to YouTube.
Misty Kortes (01:31.771)
Yes, this is so good. And I feel like I’m a little bit behind. So let’s first start this. Why YouTube? Let’s go with the basics.
Ian Garlic (01:40.906)
I mean, so YouTube is completely, I’ve been doing YouTube for almost since it was purchased by Google. So when we start the business, so I was doing SEO and I’m like, this is going to transform SEO. This is going to transform because we, all my clients were different. At the time I was focused on attorney marketing. You know, this is almost 17 years ago now and they would all go, well, how am I different? You know, they would
Misty Kortes (01:48.015)
Okay.
Ian Garlic (02:08.546)
How am I going to compete with the big guys? How am I going to compete? And at the time the company I was working for was a large marketing consultancy and lot of the websites looked the same. They sounded the same. it’s like how, you know, besides ranking, how you differentiate yourself. And then we start to do video and I start to do video and then I start to do, you know, it really talked to my clients and I’m like, you all kind of, you have a differentiator and a lot of it is when you talk and you tell your stories.
And then when YouTube was purchased by Google, I’m like, well, now we’re gonna be able to get those stories right in front of people right when they need them. Right? Because now you have the search intent. You have people searching for the answers to these problems and you can put the expert in front of them whenever they’re ready to encounter that. And I cannot overestimate the power of that. Right? And that’s why Google is so powerful. It’s because people ask a question and then your business can be there to answer the question.
And you don’t have to wait. You don’t have to be there following up with them as much. So YouTube’s also now the number two most used search engine, right? And by far, but also when we go and search and go to YouTube, we spend a lot more time on YouTube than you do on Google. So while it’s used more, know, YouTube will start suggesting other content. So, you know, and…
Misty Kortes (03:05.743)
Yeah.
Misty Kortes (03:21.648)
Yes.
Ian Garlic (03:30.582)
If you look at, this is one of the biggest things I tell clients is like, look at your website numbers. What’s the maximum number you get? Maybe three minutes per website visit. If your website’s cranking it four minutes average, but usually it’s not under two minutes and you might get some on five, six minutes. don’t like spending time on websites. It’s weird. We don’t like to learn there. And even if you have a video on there, they’re going to watch a few seconds of it, but
Now, if you have a strong YouTube channel that speaks to them, they will spend time on there. They will leave. They will come back. They will spend. And the more time they spend with you, the easier the sale is. You develop what I call invisible pipeline because you know, I have this all the time from our clients are like, you know, no one ever believes this is going to happen because there’s so much crap on the internet and everyone’s like, you’re going to make a million dollars. I’m like, here’s what’s going to happen. All of a sudden, a few months from now, you’re starting having people.
Misty Kortes (04:10.337)
Ian Garlic (04:24.492)
that really act different. Six months from now, you’re start having people coming in going, I’m just, I’m so excited to work with you and you’ve never seen them before. They’re not on your list. And this happens to all of our clients and builds an invisible pipeline because of the way we use YouTube. And we’re just using YouTube more and more. No one’s going, I hate YouTube. Right? Like I everyone’s, we were talking about, I hate Facebook. People say, I hate LinkedIn. You know, I hate TikTok. I hate this. I hate that.
No one ever says I hate YouTube because it’s just well designed and it feeds you what you want and gets you the right videos and the videos are good. And when you do it the right way, you can have this massive ROI. Cause I was telling you, I have clients have used their videos on average of the lifetime span of a video working as four years for us. Some of them seven years, seven years. I I, I just got a text from a client the other day. It’s like, you showed me the intake form.
Misty Kortes (05:14.203)
Wow, that’s huge. Yeah.
Ian Garlic (05:24.684)
of the woman, she’s like, yeah, I’m moving to the area. I saw your videos and I’ve been watching your videos on YouTube. I’m just ready to work with you. And we haven’t made videos for them in seven years. So I mean, that’s why you too.
Misty Kortes (05:36.827)
Wow. Yeah.
So, okay, you said this before we went live. And so I wanna kind of bring it up again. You said a lot of people are doing it wrong, because they’re trying to use YouTube as like social media. Talk to that a little bit.
Ian Garlic (05:55.374)
Well, I, you’ve got a lot of quote unquote social media experts out there, influencers, experts out there. I’ve got to build an audience, right? I’ve got to stay in front of my audience all the time while you to you, you stay in front of your audience when they’re ready for you. Um, yes, you can build, become an influencer. You can become a Gary V, but you want the site complete side note. I coach other, some other agencies and I’m coaching this e-com. He’s younger and I was talking about, you know, there’s a lot of people just
Like I had Gary Vee on my podcast and he’s like, who’s Gary Vee? Right? And like for, you know, a few years ago he was everything because he, you know, he’s not solving a problem. So he’s usually like social media. Let’s build an audience, keep that audience engaged instead of going, Hey, there’s a moment where my potential clients have a problem. I call it the green zone. Right. And when we focus on the green zone, because that’s where you make the money. It’s like,
Misty Kortes (06:46.203)
Mm.
Ian Garlic (06:51.118)
from time they realize they have a problem or looking for a solution to a little bit after they hire you. Cause you want to market to your current clients. Um, so, you know, you don’t need to build a huge amount of following. You don’t, I’ve, clients, many clients that have made millions of dollars with less than a hundred subscribers. Uh, because here I, big clients, especially if you go after bigger clients, they don’t like, they’re not going to like your stuff. They’re not going to comment on your stuff.
Misty Kortes (06:58.821)
Got it.
Misty Kortes (07:09.487)
Wow.
Ian Garlic (07:20.718)
They’re not going to opt into a lead magnet. You know, the president of Delta Airlines isn’t going to comment and opt into a lead magnet. They will watch your videos and when they’re ready to hire you, they will call you up and go send over the contract. So we have to think about it that way. Right. And those big clients, the bigger clients have bigger questions, different questions that not everyone’s asking. was, you know, I was working with an agency owner the other day.
Misty Kortes (07:35.099)
Smile.
Misty Kortes (07:46.597)
Got it.
Ian Garlic (07:50.094)
And I see this all the time. She was talking about, like she was showing this really basic thing on the internet. And it’s like, here’s how to do X, how to log into something. I’m like, you want someone to spend 50, $60,000 with you. They don’t want to know how to log into something. They want to know, you know, and so this is what we have to shift and get obsessed with that ideal customer. And that’s.
Misty Kortes (07:58.309)
Mm-hmm.
Misty Kortes (08:08.111)
Right. Yeah.
Ian Garlic (08:18.912)
If when you do that and really just make videos for them, optimizing for them and then feed the YouTube monster, you have to treat YouTube like your website and send people there, make it the center of your marketing and YouTube will reward you.
Misty Kortes (08:33.827)
love that you call it the invisible funnel because it totally makes sense. They don’t even know that you’re taking them down a path of understanding who you are, why you’re the best fit for them, and all of the things I’m sure you’re going to talk about here soon. I love that. And I think a lot of times when we approach social media, we see that the posts that get a lot of comments and engagement are the ones that are like little how-to tricks.
but it also attracts the person who wants to do things themselves. So you’re actually attracting the wrong person. You hit the nail on the head. They don’t want to know how to log in. They don’t want to know how to do things because they want to hire you to do them in a nutshell, right? So yeah, I love that. okay, you have a process. I am here to learn. like, I don’t want to ask a bunch of questions. I just want you to share. Walk us through that.
Ian Garlic (09:14.668)
Yeah. Exactly.
Ian Garlic (09:28.194)
Yeah. So we used to do what I call the core for converting videos upfront. And we do them in a, like we would plan it out and do a strategic shoot day clients fly in Orlando. We knock out six months to a year worth of the content because we’ve planned it out about seven, six, seven years ago. I realized because we would do that and then we’d start interviewing their clients. And I realized there were, we had things a little bit backwards and that
The clients had the answers. We don’t really know. We all think we know the answers. We should get into a marketing meeting and have a marketing meeting and see you and I should talk about your business. like, no, we should listen to the clients first. Really interview them. In my book, Video Testimonials Land the Big Fish, I’m going to spoiler the first chapter, but I talk about Walt Disney and he used to walk the park.
Misty Kortes (10:12.677)
Yes. Yep.
Ian Garlic (10:27.342)
constantly and he would listen, he would stand in line. He would watch when people, how far people walk to throw away their trash. One time someone came around to him and was like, Walt, they’re, they’re, you know, they’re walking over the grass right here and maddening it down. We need to put up a fence. He’s like, no, we need to put a path there.
Misty Kortes (10:44.859)
yes, that’s really good.
Ian Garlic (10:46.766)
And so, you know, it’s, it’s, we need to listen to our clients first. And so that’s why we became video case story.com is because we interview your client. We talk about your clients all at once. Here’s, most of us don’t talk about our clients all at once. They talk about this client or that client. Talk about their stories all at once. You’ll find patterns. You’ll find your positioning. You know, Gina Wickman is one of our clients. We’ve run EOS for a long time.
And we got, when we first started at US, we’d get into a meeting and we’d talk about what our differentiators and, and, you know, we, you know, you might even ask your clients, but they’re not going to know. But when you talk about your clients and then interview them all at once, that those patterns emerge, right? Of, of things that you didn’t know. And they’ll say things that you didn’t know was important to them.
Misty Kortes (11:34.488)
too.
Ian Garlic (11:40.75)
And I hear this all the time. You’ll find keywords. So we start with that interview process. We help you find your perfect story. Now I want to, this is a very, very subtle thing, but it’s been something that’s coming up a lot lately. When clients come to me, know, people come into our trust authority community or they work with us directly and they’re like, I am, we’re having trouble. We can’t raise our prices that much. people won’t pay that much for strategy or
Misty Kortes (12:09.829)
Mm.
Ian Garlic (12:11.128)
People don’t want our big service, right? And they’ve gotten case stories, et cetera. It’s because their goals didn’t line up with the stories that they were collecting.
Misty Kortes (12:23.643)
yeah.
Ian Garlic (12:26.598)
So, right? If you’re, if you, if you, and I had this problem or people are like, well, you know, it’s, you know, a thousand dollars for a video case story, $5,000 for a video case story. And I’m like, and I mentally I’m like, well, I guess I can’t charge that much. And it’s because I was listening to the wrong people talking about the wrong stories, talking about the wrong problems. And so you really need to spend a little bit of time lining up your goals and which stories you have, cause you have them.
Misty Kortes (12:27.695)
Mm-hmm.
Ian Garlic (12:54.722)
what problems you solve that are those hundred thousand, even million dollar problems. And then now let’s find those stories. We collect them and you interview your clients. You customize the questions for, you know, and you interview them and you just ask them to share their story. You don’t ask them for testimonial interview them and you get 30 minutes, 40 minutes of amazing content. If you’ve, if we’ve done this process properly and they will tell you stuff you didn’t know.
Misty Kortes (13:21.573)
right.
Ian Garlic (13:24.43)
They’ll tell you stuff about them, about what’s important to them, about what their problems are. Marketing 101, right? And they’ll give you hooks. They’ll give you hooks. I was just looking through this. We, you know, we worked with a tax company and we one interview. They had 10 different hooks. The most valuable thing in marketing. know that, Misty. I mean, we said they’re working on hooks all day. like, Hey, why not interview your clients for 30 minutes?
Misty Kortes (13:31.067)
Yep.
Yeah.
Misty Kortes (13:48.279)
Absolutely. I started doing this in my community. I went into my community setting it up going, I know this is all the things that they’re going to need, right? As an expert doing this for over a decade, like I know what they need, but they don’t know what they need. The problem is if they don’t know that they need it, they don’t want it.
Ian Garlic (14:02.27)
Yeah.
Yeah.
Misty Kortes (14:09.147)
So I stopped doing that.
Ian Garlic (14:11.186)
It’s that old idea of selling a ketchup popsicle to a woman in white gloves. Why try to do that? That’s dumb. not sell her a white popsicle and plastic gloves? Once you’ve got that, now you understand their customer journey. With those, you create…
Misty Kortes (14:20.047)
Because she needs it. Ian, she needs it.
Misty Kortes (14:28.346)
Right?
Ian Garlic (14:38.028)
The next, you answer the next set of questions. What I call the core for converting videos. They want to know what it’s like to work with you, right? Which all these can be answered with a video case story, but you can go deeper. Your, your, your process video. What in the process video should not be your process. It should be what they’re experiencing. Now. I, cause I see processes all the time and it’s like, you’re going to go through a discovery. What, what could that going to be?
Misty Kortes (14:59.835)
Mmm.
Ian Garlic (15:07.186)
This just sounds horrible, right? It’s like, it’s, you know, it’s what are they going to experience? Then they want to know, well, why should it be you? So about us, second most used page on the website, 99 % businesses I look at it, get it wrong. We optimized that website and that video once for an attorney and instantly made him able to charge double his rate. And cause he was like, and this isn’t working. We’re getting tons of leads, but I’m like, you’re just not selling yourself. Right.
Misty Kortes (15:30.864)
Wow.
Ian Garlic (15:37.39)
And that’s where we start looking and going at. So about us and then your process video, your about us, your video case stories. You can tell your stories at this point. And that’s a good one to tell. And then finally your FAQs. They were going to in one note. I’m going to give you a secret one that we’ve been adding in and I haven’t told anyone this yet. It’s usually only for our clients, but if you put this into your email,
It will transform. you’re a high, if you high value, cause I hate the word high ticket. That’s why I said high value. This is a relationship, right? You need to be valuable to this person for a long time. It is not a ticket, but high value clients. What are they asking? What’s the number one thing they’re asking? Why are you so expensive? You, you just nail you. That’s the subject line of the video. That’s the subject line of your email. Why am I so expensive?
Misty Kortes (16:13.093)
Gotcha.
Misty Kortes (16:19.227)
Mm.
Misty Kortes (16:29.243)
Yeah, gotcha.
Misty Kortes (16:35.001)
Yeah.
Ian Garlic (16:38.51)
Cause the right people are going to want to spend money with you. Cause you become the trusted authority at this point with these videos. So then you get your FAQs. there’s three types of FAQs. Uh, the ones you’re here, they’re asking the ones that are thinking and the ones they should ask. And so those are, you get those videos done, you optimize them, you get them into your sales system because you should, that’s, I talked to before about sending people to YouTube.
Misty Kortes (16:55.823)
Yes. Love it.
Ian Garlic (17:08.878)
You need to feed the YouTube monster. So your sales system should be sending people to YouTube because now you make the rest of your videos and they’re going to poke around in there. Right. And if you’re selling to bigger companies when they share the video to someone else in the organization that other person is going to poke around in there. If they’re under 40 they’re not poking around in your website. They’re not spending any time on your website. They’re bouncing. But
So now we’ve created those core videos. Now from there, I mean, I have plenty of clients that just stopped there. You continue to optimize them. You own the green zone. You can run some YouTube ads. You run retargeting. We have a fish in the barrel strategy. If you would, there’s 15 places to put these videos that will add seven figures over the next four years. If you want that, um, there’s another thing I’m talking about the end you can get, but you can stop there.
Misty Kortes (17:45.083)
Au revoir.
Ian Garlic (18:04.95)
Or now you can go from, you know, right there, you can move from order taker to trusted advisor. Now, if you want to become an authority, now you start to come up with your big idea of videos, but they’re all centered here. You come up with a strategic offer. So you sell strategy through your videos because now you’re becoming this trusted advisor and you’re moving into trusted authority. You’re now getting on other YouTube channels to drive traffic to your YouTube videos. You’re building out.
Misty Kortes (18:15.023)
Mm-hmm.
Ian Garlic (18:32.02)
And you’re understanding their entire customer story and just creating questions and the answers to all the questions they have around their customer story. But you don’t have to go there. And eventually you can move into that influencer stage. But so many people are going to influencers and starting at the influencer stage. They have no conversion tactic. And I, I know lots of influencers that are on the hamster wheel and if they stop making videos for a week, they’re not making money.
Misty Kortes (18:42.703)
Got it.
Misty Kortes (19:02.339)
Yep. Yep.
Ian Garlic (19:04.238)
And, or, you know, they’re like, I’ve got a million subscribers. make $50,000 a year. After six years of work. I’m like, Oh my God.
Misty Kortes (19:14.647)
Yes. So, all right, we need to, we need to back up and just kind of recap cause you gave us so much. Okay. And I’m trying to write it down and listen and engage. Okay. So I know everybody else is going to do the same thing. Okay. So the first thing that you start with in the process is you start with the interviews because that’s where the gold lies, right? The client. Okay.
Ian Garlic (19:19.115)
Hahaha
Ian Garlic (19:32.204)
Yep, always. And you need to install, if you have a bigger company, you should be doing this at least three times a year, out collecting case stories. Because if you have other people working, you don’t know what’s going on in your business. This is your goal. This is the opportunity. So, I mean.
Misty Kortes (19:37.103)
Mm-hmm.
okay.
Misty Kortes (19:48.385)
Absolutely. Yeah. If you’re not working with clients every day, you probably get removed, you know, from, from what’s happening day to day. And I love the story about, Walt Disney walking the grounds because that is so true. mean, that’s essentially what you’re doing when you’re doing these interviews, you’re walking the grounds, you’re, you’re having those conversations with your clients so that you can find out in their words, exactly what they need from you, what they’re looking for. I love that. Okay.
Step two is you create the core four, actually you gave us five, so we’ll call it the core five. That’s true, that’s true. So the core four plus one, and that’s what you call the green zone. And the green zone is basically, I’m assuming you’re calling it the money zone, right? Okay, the money zone, that’s the, yeah, exactly.
Ian Garlic (20:23.384)
Mm-hmm.
Ian Garlic (20:27.714)
It just doesn’t rhyme.
Ian Garlic (20:40.706)
Yep. Yeah. Because that’s where money’s made. You don’t make, you don’t make money from a random video that got a hundred thousand views unless it’s, it’s selling your business.
Misty Kortes (20:49.658)
Right.
Absolutely. And it totally makes sense. it’s a, it’s a, would you call it not a silent, a invisible funnel. So it’s an invisible funnel because it’s really the people who want to watch those videos are the ones that are ready to buy. They just need to know they can trust you. Right?
Ian Garlic (21:00.118)
Invisible funnel.
Ian Garlic (21:12.95)
Mm-hmm. They need to know they can trust you. The bigger they are, the less they’re gonna engage. The less they’re gonna, you know, I mean, I don’t sit, the only reason I go into a funnel is I’m like, I wanna see what they’re doing here. Right? Yes, we dissect funnels every day and they’re like, let’s see what’s happening here. None of us buy from funnels. Right? It’s like, yeah. They’re not, that idea, you’re one funnel away. If you’re a high ticket.
Misty Kortes (21:25.007)
Yes, we dissect funnels every day.
Ian Garlic (21:42.348)
business. Sorry folks, you’re not going to close a hundred thousand dollar real client with a funnel.
Misty Kortes (21:48.473)
Right. But they want to know what is your experience. They want to know about you. They want those case studies. They want those facts when they’re in the buying process because they’re ready for that information. The folks that are the tire kickers that are never going to buy from you, they want your content. They want your freebies. They want your, your social media content that you’re sharing every single day because they think that they can piece together a strategy for their business or whatever, whatever it is that you do or sell or.
Ian Garlic (21:58.253)
Mm-hmm.
Misty Kortes (22:18.203)
They think they can piece it together through your social media clips. What they don’t understand, and I say this all the time, social media is designed to hook the attention and then drive them into the funnel. If you’re not, but a lot of people don’t realize that so that what they’re doing is they’re trying to teach through their social media, which is what you said. That’s why you get stuck in that rut of having to create content every single day because your audience expects you to show up so they can basically swipe from your social content.
Ian Garlic (22:29.996)
Yeah.
Ian Garlic (22:47.79)
You
Misty Kortes (22:48.281)
and try to piece together whatever it is they’re trying to piece together. Yep. Okay. So that’s step two. And then step three is having a sales system, right? Actually having a sales system. and then am I doing this right? Step three is the sales system. Yeah.
Ian Garlic (22:51.614)
Exactly, exactly, exactly. So yes.
Ian Garlic (22:59.458)
Mm-hmm.
Ian Garlic (23:04.704)
I, I, you’re right. You’re right. I just want to stop and I want to put a note, a pin in this because all the time I’ve worked with, I mean, I’ve worked with all sorts of companies. work with lot of digital agencies and like, do you have a sales system? They’re like, yes. I’m like, can you show it to me? They’re like, well, it’s in my head. That is not a system. If it’s not written down and you can’t teach it to someone, it is not a system. All right.
Misty Kortes (23:19.417)
Yeah.
Misty Kortes (23:24.547)
Yup. Absolutely. So the, the, videos themselves are not the system. That’s okay. Yeah. I, I, cause I think we need to separate that because it almost could sound like that is the sales system. It, you have a sales system behind those videos that use, that you use to
Ian Garlic (23:43.02)
You know, you, you put the videos in the sales system, you send them to YouTube. and you know, and, you customize what you’re going to send them. You customize the emails. So you’re like, Hey, I think you should watch this. You’re not like, need to watch all my videos. All right. And, and like, you had that question. Here’s that answer. Or, you had that problem. You know, you, you, you hated your last agency. Well, here’s a video showing how someone hated their last agency and we transformed their experience.
Misty Kortes (23:45.883)
Hmm.
Misty Kortes (24:11.704)
Yes.
Ian Garlic (24:13.262)
and send people there. Then they’re going to, if you’ve got the right videos, they’re going to go watch the rest of your videos. For the most part. I want to remind people that also you’re triggering a mechanism that is very subtle, but super powerful. Google has 65 million points of data on us. So whatever you’re doing on the internet is there’s some intent and understand. So when you feed someone with your sales system and go, this is someone that has this problem. Google’s going to go,
let me show more of these people these videos.
Misty Kortes (24:46.297)
Yes, so it’s organically going to get the exposure, but you can’t wait around for that organic. So then the next step in the process is to drive traffic, which is where you’re talking about doing those interviews.
Ian Garlic (24:51.458)
Yep.
Ian Garlic (24:58.232)
Drive traffic.
Do you, well, I get on interviews, organic. I mean, I talk about interviews, trade shows. I will go to places and be like, hey, you should watch this video and I’ll put it on their phone. If you’re displaying at a trade show, have links to the right YouTube videos. Now you start also when you’re retargeting. Obviously, if you have a funnel, put your videos in the funnel. You can run Facebook ads.
Misty Kortes (25:14.992)
Yeah.
Misty Kortes (25:20.218)
Mmm.
Ian Garlic (25:30.222)
to your YouTube videos and YouTube will reward you for that. Also, what are some of other ways that we’re doing? And then, yeah, of course, YouTube ads. YouTube ads, people, everyone’s doing them the wrong way. It’s because you’re, you can just optimize them for the problem that you’re solving. And be here’s how we solve the problem. Instead of going, hey, look at me, look at me.
Misty Kortes (25:42.384)
Mm-hmm.
Misty Kortes (25:46.619)
you
Misty Kortes (25:52.527)
Right, yes, that totally makes sense. So, and then you said the next step in the process is if you want to become an influencer, an authority figure, then you can keep producing content. Is that what you were basically saying with that?
Ian Garlic (26:07.566)
Yeah. And then now you take your big ideas, like with me, like video case story, right? That was like, Hey, we do customer story videos. And then we, we grew a process for it. And then we had like, made the process video and we had a bunch of examples. Now we’re like, well, what’s different about it? This is the video case story. And then I have all the big ideas to explain to people what’s different about video case stories. They’re not testimonials. They’re not case studies. There’s moments, there’s emotions. This is how we do it. And now we can make tons of videos explaining what’s different about them.
and have those big ideas out there that, know, now, you know, and then we start to indoctrinate people, right? I mean, you know, coming back to Gina Wickman example, he wasn’t the first one say, hey, you should have weekly meetings, but he called them level 10 meetings. And like, this is how you do it. And now it’s his big idea, right? And everyone in there. Yeah. So, but you don’t have to go there, but you can.
Misty Kortes (26:42.277)
Got it.
Misty Kortes (26:53.761)
Mm-hmm. Gotcha. Okay.
Right. If you’re not going there with the big ideas, because you’re right, a lot of us, myself included, you instantly think, well, I gotta start with the traffic. I gotta start with the hooks. I gotta start with the big ideas so that I can send them, so I can build trust and rapport. But what you’re saying is you actually build trust and rapport the other way around by having the funnel first so that you have somewhere to send them.
Right? Because if you have nowhere to send them, you’re just giving information and hoping they’re going to buy. Basically.
Ian Garlic (27:33.058)
And if you, and if you have a strong, so the reason I said it, you know, I was like, Hey, one type of video, if you have strong enough video case stories, video case stories will rank in YouTube. They will answer all their questions, right? And we like, here’s someone like me who has a problem like me, who thought like me that then they helped and here’s how they helped them. And they got the results I wanted. Let me call and hire this person. Like you could just have a lot of those and crush it, but
Misty Kortes (27:44.709)
Mm.
Misty Kortes (27:50.043)
Mm.
Ian Garlic (28:03.288)
The rest of them just make it work faster.
Misty Kortes (28:05.455)
That’s awesome. I love it. So is that all the steps in the process right there?
Ian Garlic (28:09.998)
I mean, there’s lots of little nuance, obviously, but if you do those things and one, the other thing is I do suggest in your sales process, you find what the first big win is that you develop a strategic offer. A lot of people call it the foot in the door. I think you need to sell strategy no matter who you are. Um, and that doesn’t have to happen right away, but that should be part of your sales process. You put that stuff together. That’s what you need. And then you just continue to optimize it.
Misty Kortes (28:24.165)
Mm-hmm.
Misty Kortes (28:29.327)
Mm-hmm.
Ian Garlic (28:39.406)
Why I call the case story flywheel. You get a case story, you get a big result, use that big result to get a bigger client. You get to capture that story. Now you’ve got a bigger client. All of a you’re getting bigger and bigger and bigger clients that will spend more with you and expect less out of you.
Misty Kortes (28:55.299)
Yes, I love that. Absolutely. Okay, so we recap the process. What are the things that, know, as someone who’s going to be listening in, they’re going to be, they’re going to go, well, that totally makes sense. I can go run with this. What are the mistakes they’re going to make?
Ian Garlic (29:18.808)
man, the biggest mistake is it’s they’re gonna and they’re not gonna get traffic and they’re gonna be like, well, it’s not getting ton of traffic. They’re not gonna get stories or any testimonials. They’re gonna try and jump over the case story piece. And then, you know, they’re gonna make the things like the about us the process and the FAQ about them. But the person talking about it instead of about the person listening to it. And then just not
Misty Kortes (29:31.929)
Mm-hmm.
Misty Kortes (29:45.179)
yeah.
Ian Garlic (29:48.404)
not completing it. I’m not using hooks. That’s another one I see. You know, not really working the videos properly. Another one is having a filmmaker who makes beautiful films, be your YouTube expert. Like, that’s two different things. Right? I mean, it’s so different. Yeah.
Misty Kortes (30:06.139)
Yes, it’s so true. I used to say it about web developers. There’s web developers who make beautiful websites, but they don’t do it with marketing in mind. So it’s useless. It’s a pretty site that doesn’t convert. It’s the same concept. Absolutely. I, yeah, exactly, exactly. I would add another one too is don’t chase vanity metrics. You said it without saying it, but I think that’s a big one because like you said,
Ian Garlic (30:20.974)
Exactly. It’s a beautiful piece of art.
Misty Kortes (30:36.013)
If you’re going after, as you call it, land the big fish, right? Or those high value clients, if you’re going after those, they’re not going to engage with it, your content, the way that the masses would, right? So if you’re chasing vanity metrics and determining whether your strategy is working based on vanity, you’re probably gonna fall short. You’re probably gonna give up before you can give it a chance to actually start working.
Ian Garlic (31:04.92)
Yeah, yeah, yeah. Because there’s, especially if you find a million dollar problem, here, here, think about the stat. If you wanted to land all the fortune 500 as clients, right? There’s five to six people. Like I’m just assuming you’re doing a high value something. There’s probably like six people in each organization that you need to talk to. That’s a total addressable market of 3000 people. If you got every single one of them.
Misty Kortes (31:16.091)
Mm-hmm.
Misty Kortes (31:31.568)
Wow.
Ian Garlic (31:34.318)
To subscribe, you’d have 3,000 subscribers. But none of those people are, they don’t have time to subscribe to your stuff. So if you got 10 % of them to subscribe, you’d be doing amazing. That’s 300 subscribers. But would you rather have that or would you rather have a million people who will complain about spending $10 to watch your video? All right.
Misty Kortes (31:55.061)
Right, yes. Well, and I think the other thing is too, as you were sharing that, is these high value clients, they don’t have big tribes and communities either probably. So that’s not a metric they’re looking to go, this is gonna help me determine whether or not I move forward with this person. Because they know themselves, they know themselves, they don’t have huge communities, so they don’t expect you to either.
They know I’ve always said it. think some of the best marketers are on page 50 of Google. Literally.
Ian Garlic (32:27.052)
Yeah. Or, or they’re number one for a very, very, very specific problem. You know, and that they’re answering that problem there. And the person watches goes, this person gets me. I, I, I’ve had so many people call me up and watch a video that speaks to them. like, you really get me. like, yeah, I do. but, but you know, I think these are just, yeah.
Misty Kortes (32:33.913)
Neish, yes.
Misty Kortes (32:41.242)
Yes.
Misty Kortes (32:47.075)
Yes. Yeah.
Ian Garlic (32:54.904)
Coming back to what you’re asking about the problem, the number one thing is making sure you understand your goals and line them up with the right stories. Because just collecting stories and also not making stories a priority is an easy thing to do. Just getting testimonials is what, check the box. And then you’re dead in the water then.
Misty Kortes (33:04.155)
Mm.
Misty Kortes (33:11.845)
Mm-hmm.
Right. Yep. Yes. I love this. We could go on for days on this probably. It’s so good. any final last little tips before we… So I want you to share where they can get your book because obviously you your whole process outlined in there. And then I know you have a free gift as well, but is there any last things you want to share before we get to that?
Ian Garlic (33:40.27)
I, you know, you were saying at the beginning of it and I hear from people like I’m behind the YouTube curve, blah, blah, blah. It’s YouTube is not cool. I, it’s going to take something monumental and I feel like actually AI is going to increase the value of YouTube. I, I, my future thought is YouTube is going to have to start segmenting out. you know, any content with the AI. Cause I, I, I’ve been seeing a lot of comments like, this is AI. This is crap.
Misty Kortes (33:56.123)
Hmm.
Misty Kortes (34:05.797)
Ian Garlic (34:10.048)
and people will want to know it’s a real person and they’ll want to work with real people. And that’s where I think YouTube will actually accelerate. You know, there’s always a possibility for a black swan, I don’t, you’re not behind it on YouTube. And here’s the thing. If someone has a strong YouTube presence that speaks to your potential client and someone doesn’t, who’s going to win?
Misty Kortes (34:12.677)
Brian.
Misty Kortes (34:35.139)
right?
Ian Garlic (34:36.372)
It’s, you could go, you could get away with not having a strong LinkedIn presence, strong Instagram presence because of how people absorb it. But YouTube will help you land the big fish.
Misty Kortes (34:47.331)
Yeah, the just the organic reach itself is going to help you do that. And it’s a fight with social media because the more content that’s created, the more competition that you have. Do you feel like that’s the same thing on YouTube, too, or?
Ian Garlic (35:03.758)
As you move out of the quote unquote green zone right now, I don’t think it’s as much. And if you have high, the more specific you are with the problems you solve, the better you will be. I think the niche, the ultimate niche is in the problem, not in the person you’re speaking to. And then also if you’re, you know, if you’re just getting leads in a generalized referral manner, YouTube is going to help you out a ton. You move slightly out of there.
Misty Kortes (35:11.557)
Mm-hmm.
Misty Kortes (35:19.237)
Got it.
Ian Garlic (35:30.734)
you’re going to be able to rank. And if you get great case stories, you’re going to rank and get some videos going viral because people will watch stories. You’ll get the view time. I didn’t talk about this. Like the reasons videos rank is because of total view time, percent view time and, and grabbing attention. That’s what stories do better than anything else. So if you have a, if you have a specific story that speaks to that specific person, that can work for years.
Misty Kortes (35:49.123)
you
Misty Kortes (35:55.587)
Yes, that’s awesome. No, this is really great. Okay, so where can they get your book first of all?
Ian Garlic (36:01.72)
So books on Amazon or you go to testimonialbook.com. There’s some bonuses there. Video testimonials that land the big fish. You can just look up video testimonial book on Google and it’ll pop up. That’s why, yeah, right away I say don’t use the word testimonials, but it was the number one search volume, so that’s what I did.
Misty Kortes (36:07.173)
What’s the title again?
Misty Kortes (36:14.501)
It’ll pop up.
Misty Kortes (36:21.669)
Gotcha. Yep. I get it. Okay. And you said that you have a freebie. So what is it that you, can grab from you and how can they get it?
Ian Garlic (36:31.51)
Yeah. So if you, you can either comment below if you’re watching this and, and we’ll send you over a link or you can go to I garlic on LinkedIn and message me and I will send it over to you. and it’s the finding your perfect seven figure case story. It’s a process that we go through on how to find the right story. And it should take you about 35 minutes to 40 minutes to complete, but this is
I mean, yes, it’s not, I’m not. Yes, I know. I know. But purely, I want to do it in 10 minutes. I don’t have time for 45 minutes. I’m like, for all the stuff we talked about, you don’t have 45 minutes, but it’ll take you about 45 minutes and it’ll help you to really everyone that goes through it. like, I never thought about my stories that way and it’ll, and it will shape it. And then from there, if you want us to help you, we can help you collect it. have a community where we help people collect them. So our team can do it for you.
Misty Kortes (37:02.043)
That’s nothing.
Misty Kortes (37:12.538)
Right.
Misty Kortes (37:20.196)
I love that.
Misty Kortes (37:31.393)
Awesome. I love it. Okay. I’m going to give you all the links to Ian and I’m going to give you a link to his website. I’m going to give you a link to his book. I’m going to give you a link to the free resource that he just shared with us. And if you’re listening to this, you can comment below and we’ll send it over to you. So I, and this has been amazing. Thank you so much for sharing and coming on today. I was really excited about today’s call because like I said, kind of before we went live is I,
Ian Garlic (37:50.55)
Awesome.
Misty Kortes (37:58.895)
I do, I feel like I’m behind on YouTube and just hearing what you had to share today tells me that I’m not. I still can meet my audience there and I just need to have a strategy behind it instead of just taking my Instagram reel and posting it to YouTube, which has been my strategy in the past. I need to clean up my YouTube account actually because I’ve got a lot of stuff I’ve tried over the years.
Ian Garlic (38:18.54)
Yes, as most peoples.
Yeah.
Misty Kortes (38:27.579)
And then it wasn’t getting any traction and then I kind of lost interest and changed it up a bit. So I think I need to clean it up a bit and follow the path that you described today. So thank you for sharing that.
Ian Garlic (38:37.772)
Yes, yeah I’m gonna be doing some stuff on training your YouTube channel like a website and how to clean it up. So yeah, yeah I’ll be putting that on the channel as well.
Misty Kortes (38:43.916)
yeah, that’s good.
Absolutely, because there’s some questions around that, right? And I know we could go off on a tangent in the weeds and that, but no, thank you so much for sharing. I appreciate you and for anyone tuning in, thank you so much. And with that, I’ll see you all again next week. Bye.
Ian Garlic (38:55.202)
was awesome.
Ian Garlic (39:01.73)
Thank you.