How Dave Ramsey Built a $900M Empire

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[SPEAKER_00]: Have you ever turned on the radio, or is it already on when you start the car?

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[SPEAKER_00]: Well, if you've ever turned on a radio, or you've opened YouTube, or you've been to a church in the last 30 years, I would bet that you have heard of Dave Ramsey.

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[SPEAKER_00]: His show reaches over 20 million people a week.

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[SPEAKER_00]: His YouTube channel has over 5 million subscribers and that's just one of his channels.

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[SPEAKER_00]: And Ramsey's solutions is estimated to generate over $900 million a year.

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[SPEAKER_00]: And this part really does stop me because I almost don't even believe it.

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[SPEAKER_00]: But Dave Ramsey almost never runs paid ads to grow his audience.

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[SPEAKER_00]: and get this.

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[SPEAKER_00]: His message hasn't even changed in the last 30 years.

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[SPEAKER_00]: He doesn't chase those trending guests, well maybe like it depends who you count as trending guests like Caleb Hammer or whatever.

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[SPEAKER_00]: That was more for Caleb Hammer though.

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[SPEAKER_00]: He doesn't aim to go viral and he's built arguably the most loyal following that I've ever seen in a brand.

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[SPEAKER_00]: So after digging into his full marketing system, the show structure, how people actually discover him,

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[SPEAKER_00]: And how he monetizes without ever feeling like he's selling out, I had to bring this to you.

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[SPEAKER_00]: Because how he built what he built is something every business owner, podcaster, and content creator needs to understand.

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[SPEAKER_00]: What if I don't say yo, would that throw everyone off?

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[SPEAKER_00]: Yo, what is up everybody, welcome back to another episode of the more than meets the iPod cast where we talk about what's behind a person, a practice, or a product, especially when it comes to marketing.

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[SPEAKER_00]: I'm Jared Taylor, and I've got my coffee, or actually I want you to guess if it's coffee based on this.

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[SPEAKER_00]: I want to welcome you to JT visuals, and that's spelled without the eye, because there's more than meets the eye.

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[SPEAKER_00]: And today, we're looking at how Dave Ramsey hasn't changed his messaging in 30 years and how his podcast structure has helped create Ramsey solutions and what it is today and this is their key to their marketing engine.

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[SPEAKER_00]: A lot of this, I am learning in real time, and I'm making sure to describe what I'm seeing as I'm going.

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[SPEAKER_00]: So that way, those of you who are in the car, listening to audio-only platforms, thank you for doing that.

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[SPEAKER_00]: But that way, you also understand what's happening.

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[SPEAKER_00]: And you're not forced to go to YouTube.

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[SPEAKER_00]: Although, I do suggest going to YouTube, and if you're on YouTube, let us know by hitting that like button.

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[SPEAKER_00]: So I remember Dave Ranzi when he was actually on the radio in the car, and a friend was listening to him, and I'm like,

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[SPEAKER_00]: I kind of like this stuff, but I never would have turned it on because I'm not a radio or talk show person, but that's when his podcast came out.

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[SPEAKER_00]: And it was better, it's more like on-demand radio show.

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[SPEAKER_00]: So then after that happened and I started my business, I started talking about how I didn't appreciate his marketing very much because I felt like he didn't do enough.

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[SPEAKER_00]: It wasn't showing up on my algorithm, and therefore I thought that he just wasn't relative.

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[SPEAKER_00]: Or I mean relevant, he's not a relative.

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[SPEAKER_00]: But it turns out he was being as consistent as possible with the messaging and he kept going even though people had opinions about him.

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[SPEAKER_00]: Actually, now I think about it.

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[SPEAKER_00]: I could do 23 me and find out that he is actually a relative.

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[SPEAKER_00]: So that brings us today's sponsor, which is not 23 me and is not what's the other one.

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[SPEAKER_00]: and is not ancestry.

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[SPEAKER_00]: It is JT visuals guest experience.

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[SPEAKER_00]: If you're looking to make content through conversation, the easy way, or you're looking to start your own podcast.

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[SPEAKER_00]: The best thing you can do is be a guest on one of our shows and go through the experience so that we can focus on getting clarity for your decision and we guide you.

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[SPEAKER_00]: It's not a sales pressure tactic,

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[SPEAKER_00]: And it's not your average podcast guest experience.

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[SPEAKER_00]: This one, we're going to go all out for you and guide you on what your next steps could be.

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[SPEAKER_00]: In heck, if you don't want to, then we just had a good time making fantastic content that you get to have.

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[SPEAKER_00]: So go to our website or visit the link in the description.

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[SPEAKER_00]: It's JTvisuals.com without the eye.

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[SPEAKER_00]: JTVSUALs.com.

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[SPEAKER_00]: Right after I was thinking he wasn't relevant anymore, because he was just becoming

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[SPEAKER_00]: some old guy.

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[SPEAKER_00]: That's when I noticed he was showing up on my algorithm and he had other key players that he was inviting on to his show that became the key people that I would listen to.

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[SPEAKER_00]: And those are people like Rachel Cruz, George Campbell, what are their names?

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[SPEAKER_00]: Let's bring Claude into this.

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[SPEAKER_00]: Who are all of the hosts of the Dave Ramsey Show that have their own podcast platform or YouTube channel?

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[SPEAKER_01]: I'll search for the current hosts of the Dave Rumsyshow and their platforms.

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[SPEAKER_01]: Based on the search results, here are the main co-hosts of the Rumsyshow, who have their own podcasts or YouTube channels.

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[SPEAKER_01]: George Camel hosts the channel.

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[SPEAKER_00]: Well, whoops.

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[SPEAKER_00]: Okay, it's George Camel, and then it's Rachel Cruz, and they got smart money happy hour.

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[SPEAKER_00]: I like that one.

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[SPEAKER_00]: Dr. John Deloni.

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[SPEAKER_00]: and Ken Coleman.

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[SPEAKER_00]: And then there's the co-host of the Ramsey Show.

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[SPEAKER_00]: I don't think she has her own, but it's Jade Worshaw.

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[SPEAKER_00]: But she does go around appear as guests on other YouTube channels and podcast shows, because there's something to be in a guest to build your authority in your marketing.

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[SPEAKER_00]: So we can kind of see a little bit of a structure based on this.

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[SPEAKER_00]: They have the main show, the day Ramsey Show, that grew to be successful.

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[SPEAKER_00]: kept the messaging consistent, like the answers are always the same, but the scenarios change.

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[SPEAKER_00]: The questions change, but the answers are all the same for the last 30 years.

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[SPEAKER_00]: And he's started co-hosting with other people and bringing them on.

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[SPEAKER_00]: And then they had their own side shows, even though it's on George Campbell's

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[SPEAKER_00]: YouTube channel.

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[SPEAKER_00]: When it starts, it goes bing and shows Ramsay's solutions at the beginning just like be part of the branding.

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[SPEAKER_00]: You can tell it's part of the Ramsay marketing.

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[SPEAKER_00]: And then they have smart money happy hour, which is another one, but this one is based more on common interest.

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[SPEAKER_00]: Now, they do have a really, really good message to a big audience, a mass audience, because it's not B to B trying to attract more B to B people.

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[SPEAKER_00]: It's B to B trying to attract your everyday average people, including business owners, or it's just individuals, it's just customers, they're B to C. So they do talk about relevant topics there, and they talk about trendy things,

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[SPEAKER_00]: become a guide to what's real and what's not, what's good advice based on that and what's bad advice based on that and how to get out of it and moving things over, they all stick to the same answers pretty much every time.

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[SPEAKER_00]: And I don't know why.

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[SPEAKER_00]: we continue to watch when we know what the answers are, but it's just because the application of the scenarios that change.

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[SPEAKER_00]: And that's how the approach for this podcast and the approach for several other podcasts can stay the same, so you're not worried about what do we cover, which topic do I cover?

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[SPEAKER_00]: Oh, I already covered that topic 15 years ago, or I covered that topic last time.

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[SPEAKER_00]: I don't think they're going around like that.

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[SPEAKER_00]: I think that they have the same topic every time in that consistency, they do it long enough, it gets kind of boring.

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[SPEAKER_00]: And that's a good thing.

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[SPEAKER_00]: And they keep going through that and then they can come up with new questions and package it differently.

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[SPEAKER_00]: Because the packaging is where it really builds the authority based on trust and who people can go to.

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[SPEAKER_00]: and then this ultimately helps increase their revenue for their business.

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[SPEAKER_00]: But let's dive in and look.

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[SPEAKER_00]: On their TikTok channel, if I search up Dave Ramsey, it comes up as a personal brand, 3.2 million followers on TikTok.

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[SPEAKER_00]: It's Dave Ramsey and it's at Dave Ramsey.

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[SPEAKER_00]: Does he have one that's the Dave Ramsey show?

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[SPEAKER_00]: He does have a really clean website if you click the link.

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[SPEAKER_00]: it's one link and then it's just several other things and he puts in his description is personal finance expert nine times best selling author CEO question mark and then points down and ask Ramsay and then it goes there and there's question you can go there

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[SPEAKER_00]: And then it's live like no one else.

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[SPEAKER_00]: Get expert advice for retools and proven plans to help you manage your finances, work, and relationships.

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[SPEAKER_00]: Get out of debt by slash sell real estate, create a budget, file your taxes, where do I add a question?

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[SPEAKER_00]: Okay, down you scroll a little more.

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[SPEAKER_00]: So those are the quick answers that everyday quick answers at the top, because they've done large studies to find out that that's what people are doing.

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[SPEAKER_00]: And then you see the whole Ramsey crew there.

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[SPEAKER_00]: And you can type in.

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[SPEAKER_00]: I have $7,000 of credit card debt and income of $5,000 per month.

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[SPEAKER_00]: This isn't real.

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[SPEAKER_00]: What should I focus on?

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[SPEAKER_00]: Dude, this is kind of cool.

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[SPEAKER_00]: They trained in AI to respond based on their answers.

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[SPEAKER_00]: See, they've done their answers for so long, consistently, that now it can prepare this response and let's see what happens.

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[SPEAKER_00]: And of course, they have their little disclaimer down there.

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[SPEAKER_00]: Rames the AI can make mistakes by using it.

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[SPEAKER_00]: You agree to the terms that you use.

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[SPEAKER_00]: Cookies and tracking described in privacy policy.

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[SPEAKER_00]: Things like that.

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[SPEAKER_00]: All right, we got an answer.

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[SPEAKER_00]: I'm really glad you're asking this now.

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[SPEAKER_00]: $7,000 is absolutely manageable with your income.

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[SPEAKER_00]: And you can knock this out faster than you think.

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[SPEAKER_00]: That's good news.

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[SPEAKER_00]: But before we map out the plan, I need to make sure we're on the right step.

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[SPEAKER_00]: You guys get more answers.

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[SPEAKER_00]: Do you currently have at least $1,000 saved in a starter emergency fund?

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[SPEAKER_00]: Dude, this is cool.

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[SPEAKER_00]: That's good for them.

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[SPEAKER_00]: And then you can experience the full potential of ask Ramsay if you sign in.

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[SPEAKER_00]: And that's where you become a lead.

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[SPEAKER_00]: I'm guessing.

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[SPEAKER_00]: Not sure if they go gung-ho or hardcore pressure or anything on you.

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[SPEAKER_00]: If you do this, I don't think they would.

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[SPEAKER_00]: But you'll probably be into an email list where they can invite you.

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[SPEAKER_00]: So they provide good solutions,

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[SPEAKER_00]: hence the name, and that's what makes them an attractive brand.

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[SPEAKER_00]: All right, but back to it, if I type in Dave Ramsay's show, it just pulls up clips from Dave Ramsay's show, no matter who does it.

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[SPEAKER_00]: So they use personal branding for this.

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[SPEAKER_00]: There isn't a count, not sure if this is a real account or not, but it says Ramsay's show clips.

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[SPEAKER_00]: There's no way this is real.

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[SPEAKER_00]: By them, it's only seven thousand followers.

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[SPEAKER_00]: It's someone trying to just steal all their clips.

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[SPEAKER_00]: They're making new clips based on their long info.

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[SPEAKER_00]: That happens a lot.

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[SPEAKER_00]: So this looks like a George Camel.

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[SPEAKER_00]: Yep, and he's on there.

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[SPEAKER_00]: He has 559,000 followers on TikTok where does his channel point?

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[SPEAKER_00]: He has a link tree.

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[SPEAKER_00]: It says Ramsey Personality Bell Selling Author.

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[SPEAKER_00]: Get my book.

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[SPEAKER_00]: He wrote a book.

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[SPEAKER_00]: That's cool.

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[SPEAKER_00]: Breaking free from broke.

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[SPEAKER_00]: So they call them Ramsey personalities.

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[SPEAKER_00]: That's what it says up here.

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[SPEAKER_00]: George Kamel is a Ramsey personality co-host of the Ramsey show and smart money happy hour.

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[SPEAKER_00]: Then he also has a YouTube channel and then they have just links of the common things.

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[SPEAKER_00]: In the investment calculator, he must reference that all the time.

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[SPEAKER_00]: Got questions, ask Ramsey, so that's a consistency with the overall brand.

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[SPEAKER_00]: breaking free from broke, that's his book, the every dollar budgeting app, which is by Ramsey Solutions, free side hustle quiz, subscribe to my YouTube channel, watch smart money happy hour, so it points towards the longer form content.

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[SPEAKER_00]: And then that's about it.

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[SPEAKER_00]: But again, it's one link.

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[SPEAKER_00]: It's clean.

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[SPEAKER_00]: It's a short description on his channel.

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[SPEAKER_00]: any post as personal brand.

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[SPEAKER_00]: Now, if I do Rachel Cruz, I'm still on TikTok.

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[SPEAKER_00]: She's got 310,000 followers on TikTok.

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[SPEAKER_00]: Now, this is interesting.

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[SPEAKER_00]: On her description says, helping you get out of debt, win with money and have fun in the process.

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[SPEAKER_00]: Hard emoji, money bag emoji.

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[SPEAKER_00]: But what's interesting is, there is no link at all to do a next step for anything.

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[SPEAKER_00]: So actually,

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[SPEAKER_00]: On this audit, I've realized they're missing out on a next step that people could have from Rachel Cruz's channel on TikTok.

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[SPEAKER_00]: Get a link in there somewhere that points towards all the other stuff.

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[SPEAKER_00]: And there's enough followers in here that even if she is like technically a personal account not a business account on TikTok, you can still include the link.

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[SPEAKER_00]: So let's move over to Instagram and check out.

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[SPEAKER_00]: Let's look up Dr. John Delani.

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[SPEAKER_00]: Deloni.

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[SPEAKER_00]: He's got 1.8 million followers on Instagram, his description.

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[SPEAKER_00]: It's all personal brand.

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[SPEAKER_00]: He put Doctor in his name, but not his username.

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[SPEAKER_00]: His username is just John Deloni.

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[SPEAKER_00]: And in here, it's mental and emotional health, marriage and relationships.

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[SPEAKER_00]: PhD in counseling, national bestselling author, host of the Doctor John Deloni show.

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[SPEAKER_00]: which is a Ramseshow, right?

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[SPEAKER_00]: And he has two links in here, which is not what I usually suggest.

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[SPEAKER_00]: So this is kind of interesting.

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[SPEAKER_00]: There's the link tree, and then there's download together daily marriage app.

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[SPEAKER_00]: Maybe they split it.

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[SPEAKER_00]: and it's the most common one but then they have it in the link tree you don't really save a click because it just pops up anyways if there's one it doesn't pop up to select which one and he's got his book just shows his show and then listen to or watch the show.

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[SPEAKER_00]: I like that if I go to watch the show

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[SPEAKER_00]: He's got 1.56 million subscribers on YouTube.

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[SPEAKER_00]: That's really good.

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[SPEAKER_00]: And his thumbnails look good.

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[SPEAKER_00]: I like his thumbnails.

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[SPEAKER_00]: They are pretty darn branded.

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[SPEAKER_00]: I will say, but it includes his face close up, but a rip tear effect.

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[SPEAKER_00]: And then has big black words in black as in like the color black, but black also as in the font boldness.

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[SPEAKER_00]: And then there's like an underlying that's red.

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[SPEAKER_00]: so it stands out.

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[SPEAKER_00]: It looks like they follow a lot of the principles that we talk about.

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[SPEAKER_00]: So one of them says, what do we do?

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[SPEAKER_00]: Well, that alone doesn't like provide full context, but it creates a curiosity gap.

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[SPEAKER_00]: They do have a small logo in there.

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[SPEAKER_00]: And then the title, though, on what do we do goes along with that thumbnail text, which says, how do I relate to my introverted wife?

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[SPEAKER_00]: Okay, that's intriguing, even though my wife isn't

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[SPEAKER_00]: introverted at all.

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[SPEAKER_00]: I still would be curious of what to watch on this and what the answer is.

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[SPEAKER_00]: So let's click it.

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[SPEAKER_00]: What is the beginning of his podcast look like?

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[SPEAKER_00]: Ramsey Solutions logo pops up.

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[SPEAKER_00]: This looks like dude.

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[SPEAKER_00]: He shot it in the same studio of the Ramsey Show and a lot of the same structure.

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[SPEAKER_00]: That's interesting.

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[SPEAKER_00]: So I like that he has a slightly different angle though.

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[SPEAKER_00]: It's more about the marriage side of things.

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[SPEAKER_00]: They found out that in the numbers and money, it all comes back to behavior.

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[SPEAKER_00]: And so they got to talk about these kind of topics so that then the money is better too.

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[SPEAKER_00]: Okay, back to Instagram and let's look up.

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[SPEAKER_00]: George Campbell, see how much he has on here?

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[SPEAKER_00]: 377 K followers.

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[SPEAKER_00]: What is his link tree?

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[SPEAKER_00]: Look, like, is it the same?

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[SPEAKER_00]: It's link tree.

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[SPEAKER_00]: He does have threads on there.

15:42.440 --> 15:43.642
[SPEAKER_00]: He might be trying to grow threads.

15:43.662 --> 15:44.644
[SPEAKER_00]: He's a big enough figure.

15:45.044 --> 15:45.805
[SPEAKER_00]: So that's probably good.

15:46.306 --> 15:55.480
[SPEAKER_00]: It does say co-hosts in the knee tags the show and co-host tags smart money happy hour, best selling author again, helping you build wealth and ditch debt.

15:55.460 --> 15:58.586
[SPEAKER_00]: it's all a personal brand, so it's just as name.

15:58.867 --> 15:59.969
[SPEAKER_00]: What about the main show?

16:00.550 --> 16:05.339
[SPEAKER_00]: If I do Ramsey Solutions, like that's technically their business name, they do have an account.

16:05.900 --> 16:07.083
[SPEAKER_00]: So what are they put on here?

16:07.283 --> 16:11.752
[SPEAKER_00]: So this would be equivalent to our JT Visuals account because it's the business side.

16:12.093 --> 16:14.397
[SPEAKER_00]: So if you question, should I have

16:14.377 --> 16:16.239
[SPEAKER_00]: a channel of this.

16:17.141 --> 16:17.681
[SPEAKER_00]: Just do it.

16:18.102 --> 16:23.469
[SPEAKER_00]: Just at least claim it and set it up, especially on Instagram, you can always collaborate with yourself on it.

16:23.990 --> 16:25.031
[SPEAKER_00]: Let's see if they do that.

16:25.051 --> 16:25.672
[SPEAKER_00]: And they do not.

16:25.812 --> 16:34.764
[SPEAKER_00]: So wondering if they have reasons why they do not, but they do recycle clips and post clips on that channel for podcasting.

16:35.625 --> 16:42.274
[SPEAKER_00]: But it looks like they also have some of the speaking gigs that they do

16:42.659 --> 16:50.054
[SPEAKER_00]: And they post that, Ramsey Solutions, Instagram page does look like it's not all Dave Ramsey.

16:50.515 --> 16:59.132
[SPEAKER_00]: It shows faces of several different people, so it feels more like a firmer house of several people and personalities.

16:59.956 --> 17:01.659
[SPEAKER_00]: which that's really good as a business.

17:01.900 --> 17:06.688
[SPEAKER_00]: So they really go big on podcast clips for all of their social media.

17:07.089 --> 17:09.574
[SPEAKER_00]: Rachel Cruz on Instagram is crushing it.

17:09.614 --> 17:18.049
[SPEAKER_00]: She has a 163,000 and she has her link tree here shows that she's a best selling author as well.

17:18.029 --> 17:19.371
[SPEAKER_00]: Man, that's the trick.

17:19.472 --> 17:23.158
[SPEAKER_00]: If you're doing a podcast building a brand, you got to write a book at some point, right?

17:23.358 --> 17:23.939
[SPEAKER_00]: So there we go.

17:23.960 --> 17:37.323
[SPEAKER_00]: This is the link tree that should be on her Tik Tok because literally she could be missing out on that And what's crazy is they're actually using link trees so there might be a partnership there because by time you're this big You could grow how to link trees so easily.

17:37.684 --> 17:42.332
[SPEAKER_00]: So Jade war shot on Instagram is 375,000

17:42.312 --> 17:59.410
[SPEAKER_00]: says co-hosts they put oh she's she's talking about how she paid off 460 thousand dollars of debt there's a story we need to figure out what that story is that's pretty cool and then guess what it says get my new book

17:59.390 --> 18:01.574
[SPEAKER_00]: and it says what no one tells you about money.

18:02.375 --> 18:03.437
[SPEAKER_00]: That's an intriguing title.

18:04.059 --> 18:08.627
[SPEAKER_00]: So let's see, does she have a YouTube channel because I feel like that would be good?

18:09.288 --> 18:10.090
[SPEAKER_00]: And no, she doesn't.

18:10.550 --> 18:12.895
[SPEAKER_00]: But her Instagram links are just two links.

18:12.915 --> 18:14.137
[SPEAKER_00]: It's not even a link tree at all.

18:14.337 --> 18:17.483
[SPEAKER_00]: It's where she just posted for her book link to get her book.

18:17.463 --> 18:22.169
[SPEAKER_00]: and then Dave Ramsey live show so you can get tickets in person.

18:22.510 --> 18:25.053
[SPEAKER_00]: Not live is in live streaming, but tickets in person.

18:25.353 --> 18:36.268
[SPEAKER_00]: And her Instagram is full of podcast clips mixed with some like in the car talking stuff or like selfie mode or a thought of this.

18:36.508 --> 18:37.709
[SPEAKER_00]: So this structure is interesting.

18:37.750 --> 18:41.935
[SPEAKER_00]: Let's go back over to YouTube on the full Ramsey Solutions page.

18:41.915 --> 18:53.029
[SPEAKER_00]: So on YouTube, they have the Ramsay show and that has 1.15 million, which YouTube subscribers are worth way more than Instagram or TikTok.

18:53.049 --> 18:55.536
[SPEAKER_00]: The thumbnails are very branded.

18:56.073 --> 18:59.318
[SPEAKER_00]: Like it doesn't look like the common YouTuber style.

18:59.498 --> 19:04.585
[SPEAKER_00]: It has like a gradient of their blue, big white text and the black font thickness.

19:04.766 --> 19:07.870
[SPEAKER_00]: It does have a little R on the lower left corner.

19:08.591 --> 19:13.058
[SPEAKER_00]: Now their faces are on there and it looks like a good screen grab could have been edited or whatever.

19:13.198 --> 19:16.663
[SPEAKER_00]: But it says live with purpose and then the title says,

19:16.643 --> 19:20.169
[SPEAKER_00]: learn when to move from intensity to intentionality.

19:20.629 --> 19:22.352
[SPEAKER_00]: And then it says March 31st, 2026.

19:23.434 --> 19:25.757
[SPEAKER_00]: And I don't know why they put that on there.

19:25.938 --> 19:28.041
[SPEAKER_00]: Is it for their own internal records?

19:28.061 --> 19:32.408
[SPEAKER_00]: Maybe it's just because it came straight from there and people want to know.

19:32.911 --> 19:33.852
[SPEAKER_00]: where it came from.

19:33.912 --> 19:37.836
[SPEAKER_00]: But for how popular they are, I actually feel like they could do a lot more.

19:38.076 --> 19:46.805
[SPEAKER_00]: Their main videos are 13,000 views, 35,000 views, 43,065, 5549,048,061,072,000.

19:52.031 --> 19:57.096
[SPEAKER_00]: Like for how popular they are, I would think they'd be in the hundreds consistently.

19:57.076 --> 20:10.495
[SPEAKER_00]: And there is one that's 100,000, but that one has Rachel Cruz in it, so it's probably because Rachel and George have built up such a good following.

20:11.065 --> 20:19.483
[SPEAKER_00]: and being relatable, however, they're crushing it because it actually looks like they're posting one YouTube video every business day.

20:19.824 --> 20:29.023
[SPEAKER_00]: So all of a sudden those 13,000 views doesn't feel so literally more does it, especially because their funnel really works for them.

20:29.003 --> 20:33.628
[SPEAKER_00]: And they've done 1,800-6 episodes of their podcast.

20:33.648 --> 20:37.191
[SPEAKER_00]: So if we look up George Campbell, he's really fun to watch on YouTube.

20:37.211 --> 20:49.764
[SPEAKER_00]: He has 567,000 subscribers, but he has some strong views and I think it's because of how they package and how they arrange the interesting and intriguing factor.

20:49.824 --> 20:53.067
[SPEAKER_00]: The curiosity gap is really strong here.

20:53.407 --> 20:58.032
[SPEAKER_00]: Even though he's giving the same answers as all the other Dave Ramsey stuff,

20:58.012 --> 21:03.419
[SPEAKER_00]: Like he has 101,000 views, 112,000 views on his long form.

21:03.699 --> 21:08.144
[SPEAKER_00]: And then there's one that's like the retirement strategy no one talks about, and it's 36,000 views.

21:09.005 --> 21:21.120
[SPEAKER_00]: But then he has one that's no one is ready for retirement, and then the parentheses George on the street, and then the thumbnail is how much do you have saved?

21:21.721 --> 21:23.323
[SPEAKER_00]: So that's interesting to me.

21:23.463 --> 21:26.787
[SPEAKER_00]: I'm doing a comparison.

21:27.121 --> 21:31.885
[SPEAKER_00]: based on these people on the street, the every day average individuals.

21:32.166 --> 21:35.068
[SPEAKER_00]: So of course that one has 243,000 views.

21:35.449 --> 21:39.893
[SPEAKER_00]: That's a really good concept of a video and he went out and did it on the street.

21:39.953 --> 21:46.859
[SPEAKER_00]: So it feels a little more engaging and then even with those what they're doing is they're still doing the long to short place.

21:46.899 --> 21:54.546
[SPEAKER_00]: So they record long videos and then clip shorts from those long videos and key moments and use that towards their marketing.

21:54.526 --> 22:13.723
[SPEAKER_00]: So their whole marketing play is to get discoverable on social media, point people towards the longer content and then point towards selling books or point towards the Ramsay solutions, but also making that accessible on the social media front as well.

22:13.843 --> 22:15.305
[SPEAKER_00]: So it feeds back into it.

22:15.665 --> 22:24.533
[SPEAKER_00]: So now social media is also a spot where people can choose to buy the book or go to their

22:24.513 --> 22:30.863
[SPEAKER_00]: So it kind of goes in a circle, it's not just social media is an advertisement for the long form.

22:31.184 --> 22:32.305
[SPEAKER_00]: That's what I used to think.

22:32.406 --> 22:37.093
[SPEAKER_00]: But after looking at this, it confirms that it's actually both ways, it's too way.

22:37.734 --> 22:39.717
[SPEAKER_00]: It goes back and forth and feeds each other.

22:40.118 --> 22:48.671
[SPEAKER_00]: But that long form does become a foundational piece so that they have consistent material that they can post on social media.

22:49.012 --> 22:52.157
[SPEAKER_00]: And one last one that we're going to look at before we go.

22:52.137 --> 22:58.166
[SPEAKER_00]: is Rachel Cruz again on YouTube and she has 631,000 subscribers.

22:58.506 --> 23:18.415
[SPEAKER_00]: Wow and she has an update video that says a new chapter in the thumbnail very clean looks like the Dave Ramsey solution style so they use the template and like I said it's very branded but they use a dark gradient instead of a blue gradient so it kind of separates it a little bit but then she said in the title

23:18.682 --> 23:20.104
[SPEAKER_00]: This isn't goodbye.

23:20.624 --> 23:23.007
[SPEAKER_00]: Okay, so there's a video of Rachel Cruisine.

23:23.047 --> 23:24.148
[SPEAKER_00]: This isn't goodbye.

23:24.849 --> 23:26.130
[SPEAKER_00]: And then says a new chapter.

23:27.111 --> 23:29.174
[SPEAKER_00]: That's a large curiosity gap.

23:30.335 --> 23:38.965
[SPEAKER_00]: If you're a Rachel Cruis fan, it's kind of like calling all my subscribers that have been asleep and not watching videos, you may wanna watch this video.

23:39.385 --> 23:41.988
[SPEAKER_00]: And it rerollies everybody into watching it.

23:42.008 --> 23:45.432
[SPEAKER_00]: And there's 250,000 views on that video.

23:45.850 --> 23:48.715
[SPEAKER_00]: and it actually makes me want to watch it right now, but we're recording the video.

23:48.895 --> 23:58.552
[SPEAKER_00]: And one of her top recent videos, and by recent, I mean, within a year, got 780 1000 views in the title as the worst ways to pay off your debt.

23:59.314 --> 24:01.277
[SPEAKER_00]: And then her thumbnail, she's like,

24:01.257 --> 24:22.827
[SPEAKER_00]: agitated a little bit or like oh man come on putting her hand on her forehead and says debt pay off mistakes on the thumbnail so they go hand in hand and by the way as I'm looking at this that $250,000 viewed video that was posted one day ago at the time of recording this you go down in her average views kind of look like it's in 7.3

24:22.807 --> 24:26.353
[SPEAKER_00]: 3K, 7K, 10K, 13K, 7.2K.

24:27.615 --> 24:38.693
[SPEAKER_00]: Oh, she actually has her store attached as well on her profile, so that can direct link to buying the book, or I guess she has like a purse interesting, okay?

24:38.713 --> 24:42.098
[SPEAKER_00]: She made a purse, so you can keep all your money in there.

24:42.078 --> 24:42.940
[SPEAKER_00]: I don't know.

24:42.960 --> 24:47.830
[SPEAKER_00]: And I know I said that was the last one, but just real quick, I'm sorry, forgive me.

24:48.391 --> 24:53.221
[SPEAKER_00]: But I have to look at smart money happy hour and how they said this one up because this one is set up as a brand.

24:53.882 --> 25:03.782
[SPEAKER_00]: And now even though it's set up as a brand, they still include George Camel and Rachel Cruz in the profile because people relate to people more than just logos or companies or brands.

25:03.762 --> 25:10.159
[SPEAKER_00]: but they still keep their logo in there by putting it over them and it says smart money happy hour in the bottom.

25:10.440 --> 25:14.630
[SPEAKER_00]: And this one is 168,000 subscribers.

25:15.112 --> 25:16.997
[SPEAKER_00]: It's one of their newest channels I believe.

25:17.257 --> 25:20.185
[SPEAKER_00]: Now on this is when they actually compile

25:20.165 --> 25:22.868
[SPEAKER_00]: and prepare for their show based on topics.

25:22.908 --> 25:24.530
[SPEAKER_00]: What kind of topic do we want to cover?

25:24.590 --> 25:25.671
[SPEAKER_00]: Well, they know it's about money.

25:26.252 --> 25:37.023
[SPEAKER_00]: And they're going to very detailed sift through reaction videos because React content has legs and you can continually respond to bad advice on TikTok.

25:37.303 --> 25:38.965
[SPEAKER_00]: Or you can go look at other things like this one.

25:39.586 --> 25:44.451
[SPEAKER_00]: We judge people's ridiculous money decisions for 58 minutes.

25:44.431 --> 25:45.213
[SPEAKER_00]: That's interesting.

25:45.373 --> 25:50.102
[SPEAKER_00]: And it has TikTok symbols in the thumbnail.

25:50.463 --> 25:52.207
[SPEAKER_00]: They don't say it's TikTok at all.

25:52.968 --> 26:00.283
[SPEAKER_00]: But in the thumbnail, they imply that they're looking at social media and TikTok advice because it's in the thumbnail.

26:00.303 --> 26:01.906
[SPEAKER_00]: And that's something that you can consider doing.

26:02.407 --> 26:04.752
[SPEAKER_00]: It's a way of show don't tell.

26:04.732 --> 26:09.860
[SPEAKER_00]: even though a title should tell, but it should create a curiosity gap.

26:09.880 --> 26:17.291
[SPEAKER_00]: What they're doing though is these titles are also not necessarily fit for SEO.

26:17.932 --> 26:25.002
[SPEAKER_00]: Like if you use vidike or other things, they're going to want to say, this colon, this, and it's going to be full of keywords and see.

26:24.982 --> 26:38.875
[SPEAKER_00]: boring and maybe not evoke any emotion towards the curiosity or what could happen or what could be in this video and so it's better to aim for clicks than it is to aim for SEO in the titles specifically.

26:38.895 --> 26:49.225
[SPEAKER_00]: If you do get a chance to throw in the keyword and it does not downgrade the clickability then that is the best of both worlds.

26:49.425 --> 26:54.870
[SPEAKER_00]: But if you're one of those

26:54.968 --> 27:08.400
[SPEAKER_00]: because the way that you're set up is not that subscribers watch all of your videos, but it's that some people find individual videos and you get lots of views off of those, and then you drive people towards your affiliate links.

27:08.420 --> 27:11.728
[SPEAKER_00]: But that's a kind of channel that we could look at another time.

27:11.708 --> 27:25.452
[SPEAKER_00]: on this I'll specifically look at podcasts and how Ramsey Solutions for the last 30 years has used podcasting video podcasts and social media and YouTube to build their authority and trust over time.

27:25.472 --> 27:31.502
[SPEAKER_00]: 30 years, things have changed and they've adjusted with it so that they can stay relevant.

27:32.043 --> 27:34.527
[SPEAKER_00]: In fact, AI is a huge deal.

27:34.507 --> 27:46.726
[SPEAKER_00]: and it looks like on their website they have AI in place as well because they're not resistant and not trying to become even though it's been 30 years and not trying to become that old brand that won't adjust to the times.

27:47.067 --> 27:55.620
[SPEAKER_00]: They have a message, they want to get it out there and so they're using the best method possible which involves public speaking,

27:55.600 --> 28:01.207
[SPEAKER_00]: podcasting and YouTube being social media in, that's weird.

28:02.369 --> 28:07.535
[SPEAKER_00]: And of course, everybody writes a book and then becomes a bestselling author in points towards that.

28:07.635 --> 28:15.866
[SPEAKER_00]: So there's sales on books, that has to be what's driving a lot of the revenue and I'd love to be able to dig in and find out what is driving their revenue a little more.

28:16.106 --> 28:24.797
[SPEAKER_00]: So if anybody knows or has used AI to figure this out or seen some publications of things, then leave a comment below how would love to learn about that.

28:24.777 --> 28:47.410
[SPEAKER_00]: And I do know for a fact that they do take on sponsors and these are direct sponsors because they're built in baked into the videos and then they attract mass audience and so they can do affiliate links, they can do sponsorships and then get a mass appeal to it so that every penny to the dollar adds up and then they make a lot of revenue just on their videos as well.

28:47.390 --> 28:58.928
[SPEAKER_00]: And just for one second, there is something in the Ramsey Business Model that also helps generate revenue in these videos and social media platforms help to push people towards that.

28:59.109 --> 29:14.393
[SPEAKER_00]: And that is because they built so much trust with their business and with the name that now they become the standard in what's called an endorsed local provider professionals pay to be Ramsey trusted brands.

29:14.373 --> 29:29.913
[SPEAKER_00]: And so as Ramsey is building all of these leads, they can suggest other brands and companies and financial advisors and other things that can help and that are certified and Ramsey trusted within your local area.

29:30.214 --> 29:42.810
[SPEAKER_00]: And even me sharing this detail sounds like an ad because they set up such a good business model and business structure and then they utilize and leverage these videos to monetize trust.

29:42.790 --> 29:45.776
[SPEAKER_00]: not necessarily content alone.

29:46.156 --> 29:51.507
[SPEAKER_00]: And another part of their structure that I've noticed is that in all this content, it's technically free.

29:51.687 --> 30:05.794
[SPEAKER_00]: So what they do is it's free content that pushes towards their books, that pushes towards financial peace, university, those in-person trainings, and they have people that host those and they record videos, and you can have a showing.

30:05.774 --> 30:18.391
[SPEAKER_00]: And they don't even have to be there for some of it, but they get money from the licenses and the people that are paying for tickets to go to those things, which also leads to bigger live events or alternate live events.

30:18.411 --> 30:24.779
[SPEAKER_00]: And then they have their ELP, their endorsed local provider referrals that they send to.

30:25.079 --> 30:28.123
[SPEAKER_00]: And this is not even counting sponsorship on their shows.

30:28.464 --> 30:35.393
[SPEAKER_00]: And if you watch the previous episode with Steven Bartlett on Diary of CEO,

30:35.373 --> 30:40.944
[SPEAKER_00]: principle to the diary of a CEO from when Bartlett went direct to CEO's.

30:41.365 --> 30:46.134
[SPEAKER_00]: Instead of letting just YouTube run ads and only aiming for that, there's so much more.

30:46.154 --> 30:51.424
[SPEAKER_00]: So the final lesson that I've really learned is that the longer you stay consistent

30:51.404 --> 30:56.169
[SPEAKER_00]: The more your endorsement is worth, then just the content alone.

30:56.309 --> 31:21.057
[SPEAKER_00]: Because it's not about putting out content, but it's about being so consistent in your business model through content that builds that trust, you get that attention, you have that credibility and you now have leverage because people want to be trusted faster in a way to shortcut that is if they join in with somebody who is already well-known and trusted and get certified and put that in their name.

31:21.037 --> 31:28.147
[SPEAKER_00]: So what I've learned based on the Dave Ramsey method is that you actually don't need a new message every single week.

31:28.167 --> 31:33.355
[SPEAKER_00]: But you actually have the same message over and over in new scenarios into new people.

31:33.656 --> 31:34.977
[SPEAKER_00]: And that builds story.

31:35.218 --> 31:40.125
[SPEAKER_00]: And I think that's why it's intriguing when someone calls into the Dave Ramsey show.

31:40.105 --> 31:54.900
[SPEAKER_00]: we're wondering how they're going to answer and how they're going to look at the scenario and sometimes they are a little tricky in the reactions are entertaining and there's a little drama involved but it always comes back to the exact same messaging every single time.

31:55.220 --> 32:02.627
[SPEAKER_00]: So I hope that that encourages you as much as it is encouraged me to not always scramble about topics to cover.

32:02.888 --> 32:04.349
[SPEAKER_00]: You can repeat topics.

32:04.789 --> 32:09.454
[SPEAKER_00]: So with that being said, if you want to join in on the

32:09.434 --> 32:15.998
[SPEAKER_00]: Join our free school community in the link below, and that's school with a K because no one likes spelling things correctly these days.

32:16.320 --> 32:21.840
[SPEAKER_00]: I want to encourage you to keep posting, keep doing the wraps, and keep on keeping on.