Ken Okazaki
Appearances
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
Yeah, I should probably look that up. I don't know if the numbers have gone up or down. And that was a couple years ago, I wrote that book. But I don't know about you, but I happen to use my phone in the toilet. And when I realized that, there's that huge percentage. Because that's kind of like literally your downtime, right?
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
So that's when you're like, you know, you're checking messages, looking at social media. And there's a couple of things going on here. And right now it may seem obvious, but when I first presented this at a conference, everybody was like, oh my, you know, smack my head. Like that's so obvious. Why didn't I think of it? But when your audience is in the toilet, you have to Well, put it this way.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
Tune your videos as if you're speaking to someone on the toilet. So there's a couple of things that we want. Number one, you want to make sure there's captions on every single word because when you're in a public bathroom, it's very rare that you're going to want the speakers blaring while you're in there, right? So immediately someone's going to mute. If they can't hear you,
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
or read you, then they're going to skip off, right? So that's rule number one. Rule number two about the toilet strategy is the length. There are so many times where I've seen a video and I thought, this is great. And then what we've done is eye tracking tests. The first thing we look at is the title to see if we want to stop. The second one is the person's eyes.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
The third place we look, believe it or not, is the play bar to see how long it is. And that's through eye tracking data. And if the video is too long, like you probably want to spend five minutes in the bathroom max.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
If it's a 20 minute video, what happens is this is a great video, but I don't have 20 minutes to save for later, which by the way, nobody ever goes to the save for later video and actually watches them. It is a black hole where things go in and never come back out. So you never want to get saved for later. So there's the length. You want to keep it, you know, two minutes max.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
Nowadays, it's under a minute. It keeps getting shorter. Oh, the third thing is really the big title on top. Now, that's kind of changed because nowadays with the way TikTok format videos have really taken over, The algorithm chooses what shows up. It's not what you subscribe to. So it doesn't matter quite as much.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
But I think it's quite effective on some platforms where the thumbnail is going to be much more prominent than the actual video itself. For example, YouTube.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
If you don't show up, things don't happen. And that's when success builds on success. And that's when people start realizing, hey, this person is a pillar in this vertical, in this niche, in this industry. And the more they hear you, the more they want to hear about you. I'm not going to go into too much detail here for the sake of time, but the rock stars are the people who
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
in a nutshell, you're no longer pushing your content. Your audience is pulling the content from you. The demand for it is greater than your effort to push it out there. You're getting more people to share it. You're getting people requesting to be on your show.
Young and Profiting (YAP) with Hala Taha
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
You're getting so much engagement that you'll never run out of ideas because you can just look at the comments and use that for your content ideas. And that's that feeling of getting pulled. And Once you reach that, there's a lot of people who just realize that there is this, I guess it's like the flywheel type of feeling. And that's flow. And that's where I want all my clients to get.
Young and Profiting (YAP) with Hala Taha
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
We have this one-on-one coaching with our clients because a lot of agencies, they actually provide all the tools. They say, just send us the video and we'll do everything else for you. Send us the podcast. We'll do everything or we'll give you all the gear. And the gap in the market is huge. actually someone to show up and live direct and coach people.
Young and Profiting (YAP) with Hala Taha
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
A lot of people, they don't create it because they don't have the time, their schedule's too full, or they get set up and then their hour turns into 15 minutes because of all the other stuff they have to take care of, but the accountability. So our coach is actually now using some AI, using their own experience as marketers We'll create all of the content plans. And that's the hook.
Young and Profiting (YAP) with Hala Taha
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
Whether it's a question you ask them that they can answer, whether it's finish the sentence, whether it's a framework. I have a few frameworks, like what I just showed you, the number and the emotional word. There's a hundred others. But we'll get them all planned out. And then we'll have a conversation for an hour and shoot anywhere from 10 to 30 videos within that hour.
Young and Profiting (YAP) with Hala Taha
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
And that's the short form content. So the hooks nowadays using ChatGPT does help us get there faster. It's like... I can't think of an analogy here, but it just gets us there faster. So we're no longer starting from zero. We're starting from maybe 60 or 70 and then our coaches will finish the rest.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
Yeah, I should probably look that up. I don't know if the numbers have gone up or down. And that was a couple years ago, I wrote that book. But I don't know about you, but I happen to use my phone in the toilet. And when I realized that, there's that huge percentage. Because that's kind of like literally your downtime, right?
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
So that's when you're like, you know, you're checking messages, looking at social media. And there's a couple of things going on here. And right now it may seem obvious, but when I first presented this at a conference, everybody was like, oh my, you know, smack my head. Like that's so obvious. Why didn't I think of it? But when your audience is in the toilet, you have to Well, put it this way.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
Tune your videos as if you're speaking to someone on the toilet. So there's a couple of things that we want. Number one, you want to make sure there's captions on every single word because when you're in a public bathroom, it's very rare that you're going to want the speakers blaring while you're in there, right? So immediately someone's going to mute. If they can't hear you,
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
or read you, then they're going to skip off, right? So that's rule number one. Rule number two about the toilet strategy is the length. There are so many times where I've seen a video and I thought, this is great. And then what we've done is eye tracking tests. The first thing we look at is the title to see if we want to stop. The second one is the person's eyes.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
The third place we look, believe it or not, is the play bar to see how long it is. And that's through eye tracking data. And if the video is too long, like you probably want to spend five minutes in the bathroom max.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
If it's a 20 minute video, what happens is this is a great video, but I don't have 20 minutes to save for later, which by the way, nobody ever goes to the save for later video and actually watches them. It is a black hole where things go in and never come back out. So you never want to get saved for later. So there's the length. You want to keep it, you know, two minutes max.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
Nowadays, it's under a minute. It keeps getting shorter. Oh, the third thing is really the big title on top. Now, that's kind of changed because nowadays with the way TikTok format videos have really taken over, The algorithm chooses what shows up. It's not what you subscribe to. So it doesn't matter quite as much.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
But I think it's quite effective on some platforms where the thumbnail is going to be much more prominent than the actual video itself. For example, YouTube.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
If you don't show up, things don't happen. And that's when success builds on success. And that's when people start realizing, hey, this person is a pillar in this vertical, in this niche, in this industry. And the more they hear you, the more they want to hear about you. I'm not going to go into too much detail here for the sake of time, but the rock stars are the people who
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
in a nutshell, you're no longer pushing your content. Your audience is pulling the content from you. The demand for it is greater than your effort to push it out there. You're getting more people to share it. You're getting people requesting to be on your show.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Master Audience Engagement and Create Content That Clicks | Presented by OpusClip | YAPCreator
You're getting so much engagement that you'll never run out of ideas because you can just look at the comments and use that for your content ideas. And that's that feeling of getting pulled. And Once you reach that, there's a lot of people who just realize that there is this, I guess it's like the flywheel type of feeling. And that's flow. And that's where I want all my clients to get.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
We have this one-on-one coaching with our clients because a lot of agencies, they actually provide all the tools. They say, just send us the video and we'll do everything else for you. Send us the podcast, we'll do everything or we'll give you all the gear. And the gap in the market is huge. actually someone to show up and live direct and coach people.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
A lot of people, they don't create it because they don't have the time, their schedule's too full, or they get set up and then their hour turns into 15 minutes because of all the other stuff they have to take care of, but the accountability. So our coach is actually now using some AI, using their own experience as marketers we'll create all of the content plans.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
And that's the hook, whether it's a question you ask them that they can answer, whether it's finish the sentence, whether it's a framework. I have a few frameworks, like what I just showed you, the number and the emotional word, there's a hundred others, but we'll get them all planned out. And then we'll have a conversation for an hour and shoot anywhere from 10 to 30 videos within that hour.
Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Future-Proof Your Content and Business with AI | Presented by OpusClip | YAPCreator
And that's the short form content. So the hooks nowadays using ChatGPT does help us get there faster. It's like... I can't think of an analogy here, but it just gets us there faster. So we're no longer starting from zero. We're starting from maybe 60 or 70 and then our coaches will finish the rest.