Learn How To Plan, Host, And Monetize Live Streams While Growing A Loyal Community

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We break down the real skills behind confident live streaming: mindset shifts, human connection, simple structure, and starter gear. Then we map clear paths to revenue with on‑platform tools and off‑platform offers that work even with small audiences.

• reframing camera anxiety into natural conversation
• why live practice speeds up every video skill
• intentional show flow built for replay and chat
• community building that treats one viewer as VIP
• managing trolls with pre‑read and calm resets
• beginner setups that prioritize sound over pixels
• collaboration strategies for borrowed audiences
• monetization via courses, coaching, affiliates, live shopping
• pricing for transformation, not time

If you're listening to the audio podcast, listen, I gotta deal with you. I'm gonna give you some incredible content today. If you just give us one of those five-star reviews, I would love that

Transcript

Welcome And Guest Introduction

SPEAKER_00 0:00

You know, everything you need to know about live streaming, this has done it. We thought we talked about how to get better in front of the camera, how to do your first one, the tech behind it. We talked about making money. What else could you possibly want to know? It's all in this podcast, and I'm super excited. Hey, welcome back to the only podcast that's here for you and only you. I'm Travis as always, and today I have an incredible guest. Loria is here to help you learn more about your production, your live streaming, and all the things. We get these emails all the time. And I said I'm gonna have to find somebody who's gonna help us do this, and I've done it today. Luria is the expert in this field. How are you doing today?

SPEAKER_01 0:31

I am so thrilled to be here with you, Travis. Thank you for having me.

Luria’s Background And Mission

SPEAKER_00 0:36

Today I really want to dig deep into some things that we don't normally talk about, but I get, again, questions about all the time. And if you're new here, we try to help you grow your YouTube channel and your business. So make sure you hit that subscribe button. If you're listening to the audio podcast, listen, I I gotta deal with you. I'm gonna give you some incredible content today. If you just give us one of those five-star reviews, I would love that. It'd be great. Everyone else, sit back, relax, is gonna be great. Laura, tell us a little bit about you and what you've been doing for quite a long time. You're kind of like a legend in this uh this field.

SPEAKER_01 1:03

Well, I may not go that far, but I did just hit my 20th year anniversary of doing video, which is insane. I feel very, very old. Um so what I do, I've been in the tech space for 20 years, but really I don't think of myself as in the tech space. I really love helping course creators, coaches, authors, and speakers create video, whether we're talking live stream, whether we're talking Zoom presentation, anything video, really in a way that builds trust quickly and creates deeper connection and converts higher. So that's really where I focus. And I love to see people just really be truly themselves on camera in such a way that creates that connection and trust and conversion.

Getting Comfortable On Camera

SPEAKER_00 1:58

And what's great about that is it's one of the things that isn't talked about enough in this space is like how to be more uh kind of approachable. You I think the assumption through a lot of learning, um uh learning courses and stuff is that you know how to do that. But not everyone knows how to do that. It's strange to talk to a camera and it doesn't talk back to you, it doesn't have a face. Like what like what how how do we get past this weirdness of like getting in front of the camera for the first time?

SPEAKER_01 2:22

You're talking to a piece of metal, it's not supposed to sound or feel easy. Um but what I love to do is a couple flip of switches in your brain. And when you start to think of everything digital that you're doing on camera and you relate that to an in-person experience, everything becomes a whole lot simpler and easier to understand how to communicate on camera. For instance, um, so I have like speakers, I work with a lot of speakers who are like, I can speak to audiences of thousands, and then I get in front of a camera and I'm like blank, I don't know what to say because you don't have that feedback. But you can learn to read the chat or you can learn to read the room in a different way, but it really starts with thinking about your communication and delivery style in a way that feels like you're meeting somebody in a room. So, like because I talk tech setups as well as on-camera delivery, um, one easy, fun thing to do is I don't put monitors under the camera because if you relate that to an in-person experience, now I'm looking down. And women all over the world would tell you, you don't look down.

SPEAKER_00 3:47

I got it.

SPEAKER_01 3:48

Yeah, exactly. So, right, and so like monitors go off to the side of your video setup because that natural experience. Uh, and when you think about what is the conversation I'm having through the camera, if I would give somebody a hug, well, that's not possible on a video, right? But what is possible is maybe a little image or animation or visual overlay that can convey that sense of, hey, we're friends, I'm hugging you. It can also be verbal, like what words could you use to convey that emotion? So when you start to think of it in that way, then it shifts everything.

SPEAKER_00 4:35

Absolutely. And mindset is such a big part of content creation, a lot of people don't think about. Um, and we try to kind of talk a little bit about it here, but it is weird to explain to someone that, hey, you have to think differently about when you're creating content. Um, because while people may, I think the best people on YouTube make it look so simple that you make you may think they're not doing it, but they're doing it. They're just really good at it.

SPEAKER_01 4:58

Yeah. And it's not meant to be figured out in a day, right? Like, I just want to release the pressure around that because it's a process, just like riding your bike and learning that when you were how old are you when you ride a bike? Five? I don't know.

SPEAKER_00 5:14

Last week for me, I don't know.

SPEAKER_01 5:16

Okay. I I just a little squirrel moment. I don't ride bikes anymore because I get too excited about the freedom of that feeling of like you're flying on a bike that I I mess it all up and I'm fine. So that's but that being said, it's not meant to be a quick figure it out in a day. Um, and I do a lot of work with my students and in my audience where we intentionally design that process, um, but it's a practice and it's okay to fumble around with it at first, and you're gonna get better.

Why Live Streaming Changes Everything

SPEAKER_00 5:55

Let's talk about uh not having a net. I think uh kind of what the bike thing made me think about it in this way live streaming. Um, something you've obviously been known for. And I think that a lot of creators want to get into it. I always encourage creators to get into it because A, it's actually a lot of fun. I personally think it's super fun. Um, B, you typically don't have to edit much, if anything, which is great if you do it correctly, if you know how to, you know, uh do your live streams correctly. Um, but a lot of people are intimidated first off. I actually remember a friend of mine who um I had them uh live stream for the first time. I think they had like 800,000 subscribers, and they were like, I don't know if I can do that. I've just always been edited. I'm like, no, you gotta do it, it's fun. And then she she loves it. It's like her favorite thing now. Tell us about like people who have been doing produced content, the benefits of live streaming, and then we're gonna get deeper into like how you live stream correctly, maybe some of the hardware you need and stuff like that. But let's talk a little about the benefits and and the things you've seen that have grown people's, even their businesses and allowed them to do more creative things.

SPEAKER_01 6:53

Yeah. So I was just on a coaching call with some people, and I asked them, like, because I I I do this program where we I purposely put you in a live situation in a private environment. And I was like, who feels uncomfortable with live? And all the hands went up because it's scary. So it's normal to feel that way. And let's back it up just from a safety perspective. Um, of course, you feel uncomfortable because we have been trained by society to be professional, to be perfect, to be um, you know, perceived in a certain way. And the beauty of where we are in the world right now is that all of that is actually not helpful to you. To be corporate professional is not helpful. And um, when I say professional, like I teach people professional setups, but the look and feel is part of the viewer experience. It's not part of your personality. Those two things should never mix, they are parallel. And so, as you said, right, if you do live, if you can learn to do live well, you actually can do it live to drive, which is what I call that. And that means that you don't have editing. Um, and so that's a perfect reason to think about doing it. But the reality is if you can nail live, if you can get comfortable doing live streaming, you can literally do any form of video in a more um purposeful, powerful, connected way. And doing live, I push my students to do live over and over and over and over in a trained environment because it literally changes how they show up on video. And that is why I love like I love live streaming. Like it is my jam. I, you know, I don't like evergreen stuff in my business because I like to be there live because it gives you a big different feeling and a connect conversation. Um, so that's I think that that's really the core piece is that it shifts how you show up and who you become as a human being, as a communicator, it changes people's relationships, it changes their willingness to do bigger and better things. I have a student, Betty Vargas, she helps uh women with peri and postmenopause, amazing human being. She's 70 years old. She once she kind of got through the live component, she went after a dream that she had put on the back burner and she is now a world bodybuilder champion.

SPEAKER_00 9:51

Wow.

Intentional Live Streams With Purpose

SPEAKER_01 9:52

Two or three times in a row. Like, oh my gosh. She's 70 and oh my gosh. But that's what I mean is when you are willing to put yourself in that uncomfortable position, what changes within you as a person is amazing.

SPEAKER_00 10:09

Let's talk a little bit tactically, a little bit. Um, what are some of the mistakes you see from like beginning either streamers or people that are going live for the first couple of times? What are they doing wrong more times than not?

SPEAKER_01 10:21

Not having intention behind it. Uh, I'm big on intention. So if your video, live stream, whatever, it doesn't have a purpose, then you don't know kind of what to do with that, right? Like it's just gonna fall flat. So I like to look at um the live streaming or video as let's work backwards. And this is where people fail because it doesn't have a purpose. So, what is the end result? What are we trying to accomplish with this live stream? And if you can identify that, let's say you are a coach, um, then you kind of know that the ultimate end result is I'm kind of driving people into my coaching program or to hire me one-on-one or whatever. If you're um sharing your knowledge and passion and you don't yet have a business around that, your goal is likely more on the community side, right? And so, like, we are looking to connect with people who are like us. And little, you know, hot take here on whatever side you're on, your community and business should be your goal. Like both of those things need to come hand in hand ultimately.

SPEAKER_00 11:44

So yeah, real quick, before you go on, I want to hear more about that. But the community part I really want to hear about, like building community, like how do you even do that? Uh, I don't want to sideline you, but I just know that this is something that people struggle with. They want that community, they want people to come to their live streams all the time, they want people to enjoy their content, they want people to come back, which sometimes is super hard. How do you like build a community in live streaming?

Building Community That Comes Back

SPEAKER_01 12:06

You start with being a human. I mean, it sounds so kind of obvious, but it's again an intentional um connection. So the views, they don't freaking matter. Let's throw views out the window in terms of thinking about community. Um, be thankful and grateful and welcoming to the single viewer that shows up on your live stream. Replay has power. And so don't ever forget that. I had a student who did um who did had zero live viewers, made$3,000 within 24 hours on that replay. Like it don't forget about the replay, but community um is when that one person shows up, learn something new about them. Like, who are you? Tell me about yourself. Create an inviting environment that welcomes conversation. And don't be afraid to be you. Like I told that bike story, that's a drop in the conversation, but it's actually intentional because now you know something about me as a human being. So I want you to look at the three universal languages, regardless of your topic, regardless of what you do, teach, are there for the three universal languages is what will connect you to your community um regardless of topic. So those are pets. Everybody loves a pet. Um, food. How many I love that? How many food posts get more posts than your content post? Like, right? Um or more engagement from the content. Uh, and then third is everyday life moments. That would be the bike story, that would be the laundry undone, that would be the goof you made, right? Like I literally just before this, I had to take my dog out because I thought she's been not doing so well. Um anyway, I won't go into TMI, but I like was like rushing to get her outside for a walk and to come in and to get ready for you. Uh, but that's like those everyday life moments, the pets, the food, those they don't overtake the conversation. They are part of the examples, the conversation, the um side squirrel chases. Um, so if you aren't doing that, then it's going to feel flat.

SPEAKER_00 14:41

Okay. So if I'm doing a live stream, uh maybe I'm gaming or something. Yeah. How often? Because again, people are coming for a specific reason in the live stream. You're doing the thing, whatever the thing is. Whatever the thing is. Uh maybe I'm gardening or something. Maybe I'm live streaming with gardening. How often should I engage the audience? And when do what when does it become too distracting from the content I'm trying to make? Or does it ever become too distracting?

Structuring Your Live Show Flow

SPEAKER_01 15:03

It becomes distracting if if it if it's if the whole thing becomes about that that story. Um and and how much you can get away with depends on the thing that you're doing. It's a little nuanced. If you're gaming, you can go on and on and on about random stuff while still gaming, right? If you're there to teach how to, you know, um do your diet or diet plan, like then it's gonna be more like a drop of a story. It's not gonna be the whole video or the whole live stream. But also let's release some of the pressure. You'll know when it's too much because people are asking you to come back to the topic. Um, yeah, and and again, this isn't meant to be learned perfectly in a day. So let's just release the pressure of what is too much or not enough. Just try things out and you'll feel it. Like I truly I know from my own experience, from my students' experiences. I'm getting caught up in my cables, my headphone cable here. Um, that that you'll you'll figure that out. And if you go too far, guess what? You can do that topic again and do it better the next time because we gotta do the same topics anyway again and again and again, anyway, right?

SPEAKER_00 16:37

I think a lot of people, when they first um live stream, at least the people I've talked to, they're always like, well, I don't know what I'm necessarily gonna talk about. And then we figure out like the topic, but they don't know how to start the live stream. Right. They don't know, like, well, if no one shows up at the beginning, what do I do? We I get that question a lot. Like, what if no one shows up? Uh do I just pretend someone's there? Like all of these things. What are what are the things that you tell people? Because obviously the first time you live stream, you may not have anyone show up, at least for a little while. What do you do?

SPEAKER_01 17:03

Yeah, let's talk about that structure. So the show, what I call a show flow. Um, there's so one of the the the way you open it is the same way you would open a regular YouTube video by telling them why they're there. If no one's there, think about the replay. That is all that matters in that moment. So whether you're using a countdown timer or not, I want, as soon as you're on camera, breathe in, not breathe out. That's really like a big difference in terms of how people perceive you. Um, breathe in and deliver that statement of why they're there. Um, and that can be casual, that can be kind of structured, whatever fits with your vibe. And then, but make sure that they know what's coming. And then you can, if if no one is there, this is the the way I like to do it, is break your show flow, the content, into kind of three bullets, right? Three sections. And then um you can kind of mentally go through those and you can have a bullet list on the side of your camera or on a teleprompter and just talk, talk and deliver that stuff. If and if no one is there, then you are really just doing a video. And um, the moment you see somebody come in, say hi. Hey, what's your name? Tell me about yourself, something um to that effect. Now, in between those bullets, if people are there, then I break for engagement. So this way you kind of have some structure so that you know that you're coming back to the content, but you're also not ignoring the fact that it is live. And that's a really important piece of it. So um, you know, section one, break for some engagement, answer questions, talk to them, ask them an intentional question that they can answer. And revolving around the content, by the way. Uh, then go into section two, break for engagement, section three, um, break for engagement, section three, call to action, then break for engagement is how I structure that. And that gives you some flexibility. Obviously, there are multiple ways to structure a live stream. Um, and I don't want to, I don't think it benefits anybody to go through all of them right here and now, but I think that's a really powerful way to start that gives you that flexibility whether people are there or not.

SPEAKER_00 19:40

I like that. That um it gives you it gives people uh an opportunity to write these notes down. Like what was just said is incredible. And if you need help with that sort of thing, literally just rewind. Like you may have heard what she said, and then you were like, wait a minute, did she just no rewind? That's why we do podcasts, right? Um, there's so many cool bits that you said there that um when you're listening to it at first, you're like, okay, I think I know to do that. But you'll find that when you first go live, you're like, oh man, I wish I had thought of like what's the next thing I want to say. Because I I gave myself five minutes worth of things to say, still no one showed up, and I was hoping for the engagement thing, and I don't have the next thing to talk about. I love treating the live stream like an actual, like you're gonna produce the video because it kind of really is. At the end of the day, the replays you talk about are so important.

Handling Trolls Without Derailing

SPEAKER_01 20:23

Yeah, and two other things with that structure. You're absolutely right. Like you prepare and then you're like hoping for the best, and then you're like, So when you kind of come to that break for engagement, don't acknowledge it if anybody isn't there. So don't say, I'm looking at the chat.

SPEAKER_00 20:43

Right.

SPEAKER_01 20:44

Oh, now we're in an awkward situation.

SPEAKER_00 20:47

Right, right, right.

SPEAKER_01 20:48

Then you're feeling the awkwardness and the replay viewer is feeling the awkwardness. Um, and so really it's just like glance at the chat. If no one's there, keep moving. Or you can also have some pre-planned questions. Not that you're pretending that people are asking that, but you could say simple, by the way, this is a very common question that I get. Here's the answer.

SPEAKER_00 21:13

Right. I love that. And it's so simple and it actually does work. Let's talk about something that wouldn't happen probably so much in like a corporate setting, but if you're just live streaming on like a Twitch or YouTube or something, might come up. And that is like, uh, I don't want to just call them haters, but like people, trolls that'll come in and just say things. This is jarring when you've never experienced it before. So I would love some tips and tricks on how to deal with that if it were to happen. Like you're sitting there and and things are going good, and like the crowd seems to be good, and then some person comes in and says something, oh, your nose is ugly, or something like that. Like, uh, do you acknowledge? Do you not acknowledge? What are your trappings to for this sort of thing?

SPEAKER_01 21:54

There are different types of trolls, and that's really important to understand when we when we talk about trolling or Haters. There's the funny troll.

SPEAKER_02 22:04

Yeah.

SPEAKER_01 22:04

When like I I had some of those there where they came in and was like, hey, I want to buy your couch. And multiple people are like, right? They're just trying to like trip you up. They're just trying to have some fun. That's fine. Um, you could like, well, we'll get to what you do, but like, that's the funny troll. Um, they're just goofing off. The haters for the the people who are really out to like trip you up and make you feel bad. Uh, like you said, your nose is big. I've had every kind of troll on earth over 20 years for sure. Um uh that's that's the nerve, the really nerve-wracking one. Um, and then there's the kind of, I have a name for this, I'm blanking on it right now, but like kind of the egotistical troll, where like everything they say is about them, or like they kind of try and change the conversation or make it about them. Um, and really what we should probably focus on most is that hater troll, because that's where people are like, what do I do? Um, if that happens, some of this depends on your personality. Um, you know, people I work with constantly, like we're all heart-centered, like we're here for like impact and making a difference in the world and connecting and helping people. And that's the kind of caretaker heart that tends to get really flustered with those types of things. Um I would ignore them, but sometimes it's hard in the moment, right? And if you have the ability to have a moderator in your streams, uh that's the ideal scenario. When you're just starting out, you probably don't have that. So the best thing that you can do is ignore, if at all possible, I pre-read comments before ever reading them out loud. I've gotten myself in so much trouble in the beginning about reading comments. Like, what did I just say? Um so pre-read comments um before you speak them out loud, and that will help you ignore that troll. Uh, but take a moment, know that it's possible and it's not about you. It is truly, truly not about you. It is about whatever crap they're going through that makes them want to lash out on people. And you can like one of my one of my students the other day had this happen and she was like, Thanks so much for helping helping the algorithm. Bye. So you can do, you know, something to that effect if you do get caught up in it. You can be like, well, that was just, I got a comment that was distracting. We're gonna move on, right? Come up with maybe a couple of ways that feel good to you, that you know your personality best. How would you deal with that kind of in person? Um, and then there's uh also a personality who likes to kind of combat with them or kind of have a conversation with them. If that's your vibe, then do you. But um, most people should ignore, ban, remove if necessary, if possible.

Starter Gear And Simple Setups

SPEAKER_00 25:18

Okay, that's good for the uh kind of the doing the first show or the first couple shows. Let's talk a little bit about the technology behind it. Um, let's start with like a beginner-level setup. What type of things do you need to live stream if you don't have a lot of extra money, like you're just starting out, um, maybe you have your phone, maybe you have a camera, or maybe you have a webcam. What is the minimum you need to live stream, including like your setup, like what your background should be? And then we'll go into more like intermediate after that. But let's start with people who've never live streamed before like I want to live stream, but I don't know where I should do it and what kind of hardware I need. There's software too.

SPEAKER_01 25:50

So honestly, the easiest thing is to start with your phone. Like, it's there's no shame in that. Um, and it gets you comfortable with being on camera a little easier. Um, so I know that we all love YouTube around here, but sometimes, well, actually, YouTube just released their practice sessions. Um, uh, I I think it's out to everybody. Um, I got to see that at made on YouTube in October. So I the the practice session is a great way to go if you just kind of want to get comfortable. Um, but also Instagram live or you know, a platform that quote unquote doesn't matter as much in terms of your video strategy, you can kind of do throwaway tests or practices uh and let them be what they are. Um, but your phone is a great place to start. If you have a newer Mac computer, those cameras and those mics are pretty darn good at this point. So like I I have no shame in telling you to start there as well. Um when you are ready to level up, then you know, any of the webcams that are out there are AI cameras these days. Um and they're they're great quality. Now, one word of warning, please, if you're doing like at-desk stuff, turn off the AI camera tracking. Turn that off. That's my rant for today. Um, but it's very distracting when you're sitting at a desk and you're not intentionally moving around doing yoga, right? And like the camera's trapping you, and the viewer is like, whoa, what's happening? Um, but you know, for that purpose, turn that off. Uh, use it intentionally for what it's meant for. Um, but AI camera, I mean, like take when I started, I had to go on a ramen noodle diet, save up on$350 to buy a crappy little camera and do my thing. Um now you can pretty much get away with any camera. I use a Sony ZVE 10 for my camera because it gives me the ability to have, you know, a little bit of a higher quality, more controlled, and that bokeh blurred effect in the background that's not virtual, because the virtual background blur is it it creates more distrust than it creates trust. Um, so those are um those are some things to think about when it comes to the cameras. Um, but mic is the most important from a from a beginner you know perspective. Um, the mic is really your most important thing. So I would invest in a USB mic first and foremost before a camera. And you can get an L, you know, the Elgato Wave 3 is like super inexpensive, cheap way to not cheap, but inexpensive, um, easy way to go. It's USB, it's plug and play, you don't have to learn anything. Um, then you can kind of step it up from there.

SPEAKER_00 29:02

And microphones are definitely important because if they can't hear you, they're probably not gonna stick around.

Smart Collaborations That Grow Audience

SPEAKER_01 29:07

Yeah, yeah. Exactly. If you hurt their ears because it's really like, then they're not coming back. Right, yeah.

SPEAKER_00 29:15

Who wants to watch that? There's plenty of other people out there to watch. Yeah, exactly. Let's talk a little bit about something that I don't know how often you talk about this, but I think it's really important. Uh, collaborations on on live streaming, because sometimes that can help grow a channel if you can collaborate with someone. What's a good way to pitch, in your estimation, uh to another content creator? Uh, like, hey, I want you to come on my live stream and this is what we're gonna do. Because obviously, I think number one, you need to know what you're gonna do because you can't pitch it if you don't. Like, what's the steps you would do as a content creator to go, I want to have this person on my live stream. This is how I would pitch the email.

SPEAKER_01 29:47

Yeah. I look at collaborations as um what you want to do with that is think about your audience. What audience do you want to attract and collaborate with people who have like-minded audiences? Maybe they're a little outside of your ideal person, but there's overlap. So you don't want to be collaborating with people who are totally in a different space than you. It's just not going to do anybody any good. Um, and so think about that first. Who are the people out there that I do want to collaborate with my same audience? Because what collaborations do, just to put it into plain words, is borrowed audience, right? Is you know, we're looking to um kind of connect with people who are in a different audience than we currently have access to. That's called borrowed audience, and it's a really great strategy. Uh, that's what I'm doing here with you, right? You know, and I if I have you on my show, then it's the same. So that's the first thing. And second is um definitely determine what you want to talk about, what the point of that stream is. And I look for people who are so if you if you're if you're newer, if you have a very small audience, I want you to look for people who are in the same audience, you know, zone, um, maybe a little higher than you, which would be beneficial to both of you. Um, and then you can kind of step up that ladder as you grow. Um, I do have students who have gone way outside of their zone of you know, um, viewership base, but it's a really niche in industry. Um, and that that can work in really, really niche industries. Um, but general, more general, that's kind of the way you want to play that is kind of like don't go shooting for the stars um unless you know that they're going to say yes. I mean, you can you can just shoot for the stars all you want. I'm never gonna hold you back. But that's the more strategic way to do it. So, in terms of asking, um you would very clearly, shortly, don't you know, go on and on and on about this collaboration idea. Deliver, like kind of what it is, start with a compliment. I love your content because of this, make it actually genuine, not like the spam you get. And um say, like, yeah, uh, say this is what I was hoping that we could collaborate on. This is the topic, and um, if you're open to it, I can send you more details. Like, give let's get the yes before delivering all of the nuances.

Monetization On And Off Platform

SPEAKER_00 32:42

I love that. Um, now I think finally what I want to talk about here is the focus of the podcast the last couple of weeks has been about not necessarily getting people more views and stuff, but more about, you know, if you're listening to the podcast, you probably want to be a full-time creator. More than likely. Not everyone, but more than likely. So the business side of this is kind of interesting because the uh the thought of being able to live stream and be able to make money, if not directly on the live stream itself through some other means, is kind of intriguing. And I think a lot of people listening to this podcast might not even realize that it's not just about like AdSense or anything like that, that there's other ways of monetizing your live streams. I would love to hear like some of your top ways that content creators are maybe not even thinking about, they could actually make money by live streaming.

SPEAKER_01 33:27

Yeah, I look at this as on-platform revenue and off-platform revenue. On platform is the AdSense, um, it's uh like YouTube memberships or anything that's happening on the platform that you're on. I even consider sponsorships as on platform because you must be creating content in order for that revenue to come in. Off-platform revenue gives you flexibility to not always have to be on the content treadmill or hamster wheel. And um, that means we're looking at courses, um, consulting, we're looking at uh merchandise, we're looking at um anything that you're creating, um then, or affiliate revenue as well. That that's an option too. And so anything that you're creating or that you're partnering with to uh drive people from a video into something else that doesn't exist on the platform.

SPEAKER_00 34:32

So, what would be um an example of this that uh someone could go, okay, that sounds that makes sense. I think I understand what's going on there, but what would be an example of something that uh a content creator could get into uh that would bring the not so much the on-platform uh ad, but like outside? Like what could I do if I had a even a little bit of an audience? Am I pitching to a brand? Like, how does that work?

SPEAKER_01 34:54

So ultimately it depends on which kind of way you want to go, right? But if if you're looking at having somebody else pay you, then you need having a third party pay you for a thing, then you need some version of an audience to be able to accomplish that. It can be small as long as they're engaged. The uh the other option is that your viewers are paying you directly, meaning that you're selling essentially your knowledge, your expertise around a topic. And that looks like you know, one-on-one coaching or consulting uh is a great place to start with that. Uh, and while you're building up your audience, because you can get, you can charge, let's talk about pricing real quick, because you can charge high ticket, higher ticket than just like, because people tend to want to start asking for money at like, okay, just pay me$97 for an hour, right? Um, but that sells you short uh because you are amazing at what you do. And higher, if you have a small audience, when you charge higher ticket, you're to um sustainability faster than if you are looking at, okay, I need a thousand bucks, then I need a hundred sales of a$97. I think I did that. I don't do live math very well. Um, and so like, but but think about that in terms of what it is you're asking them to purchase from you and how you're pricing that for sure. Uh, but yeah, so I think you you can have small audiences um on either side of the coin. You just need them to be engaged. And for that, you need to be pro providing value, but in a way that isn't just straightforward value. It's really connecting with people on a deeper level.

SPEAKER_00 36:56

Which you were talking about, and I and I agree with this. I've seen plenty of times where uh people have been able to sell programs and such that they can otherwise you could otherwise find free online, but people will pay high ticket because they've connected with that person in a way that's like, oh, I want to know what their perspective of this thing is.

SPEAKER_01 37:12

So how do you that's the beauty of live.

SPEAKER_00 37:14

Right, exactly, because you're kind of connecting with that person. So how do you because a lot of people I think listener go, but I don't know what I could sell. Like what give me an example of someone maybe you've worked with that maybe thought that they didn't have thought they had anything to sell, and now all of a sudden they figured out oh, I actually have a superpower. I didn't know.

Live Shopping, Courses, And Pricing

SPEAKER_01 37:30

Yeah. Um, actually, uh many students come to mind, but it looks like it looks like, okay, so what is your topic, right? Um, Matt Farrell, um, I worked with him for a while. He's got like over, I think like two or three million subscribers on YouTube. Um, and he wasn't selling anything other than sponsorships. Um, and he talks about solar power. And he um he's such a good guy. I love him to death. He didn't believe in himself that he could create a course and that people would want, like, I think he did, but he like there's a lot of fear around that, right? But he has such an engaged audience, doesn't matter how many numbers, it's an engaged audience for him. And, you know, worked with him on like, okay, let's create a course around solar panel. And he wanted to really share that knowledge on a deeper, more curated level. Uh, and oh man, like he had such a successful, like many launch through just a live stream. Um, you know, and I won't share numbers because I don't think he shared that, but um but it was incredibly successful, and he's continuing to do that. And it doesn't have to be an icky thing. It's you're creating this connection, you're helping people already. But how how do you take whatever topic is that you're talking about and deliver something of value to your audience? And you know, let's like if you're in the gamerspace or if you're in like a like where you're not kind of teaching anything, then that looks like a few different things. Um, live shopping is actually, by the way, huge. Uh so something that you can definitely take advantage of where, you know, you talk about the things that not just affiliate revenue, but like a live shopping experience, helping people buy the thing that you're using to do those games or to do the thing that you're that you're um there to talk about. So live shopping, affiliates, um, merch, of course, are very easy, simple ones to integrate when you don't have an obvious thing yet. But it's more about trusting yourself that there's something there that people are connecting to and would actually pay you for.

SPEAKER_00 40:03

The live shopping one, it just blew my mind because that works for so many niches. Like if you're a chef, people want to know what tools you're using, what food you're using. Like, we're gonna go shopping online together. I could, you know, I could help you find the things. And if you're tech, like I was, uh finding the tech, I mean, that that connects in so I think every niche I think of, I can think of a selling thing.

SPEAKER_01 40:22

Exactly.

SPEAKER_00 40:23

Yeah, that's amazing.

SPEAKER_01 40:24

And live shopping is just getting more and more popular. Um, the platforms, YouTube, Facebook have all promised live shopping experiences. Probably TikTok is doing it best right now, outside of like in the main social categories. Um, there are specific live shopping apps out there that you can do. Amazon Live, um, you know, hosting those are really powerful. Um, and but I look forward to the day that YouTube gives us what they promised us years ago. And I've been talking to the team about that. And I'm like, come on. Um, I was actually, they they brought me on to do an experiment year a few years ago where I would help um some entrepreneurs like go live and actually do the selling process. Um, but those features just haven't made it out to the rest of us yet. So can't wait.

SPEAKER_00 41:20

You're excited.

SPEAKER_01 41:22

One day. So keep your eye on it. But in the meantime, use the the tools that you have available to you.

Where To Find Luria And Resources

SPEAKER_00 41:29

Inevitably, someone is listening to this going, I love Loria. I need to talk to her directly. How do people get in touch with you if they want to learn more about all the things that you know?

SPEAKER_01 41:40

Well, I would love to hang out with you on my own live streams, of course, youtube.com slash live streaming pros. Um, and you can see my fun setup here where I go crazy. I go crazy with the text so that I can do some really fun things live. You don't have to. I would also, you know, feel free to reach out to me on Instagram DM. If you're thinking, okay, I I I I love these concepts and I do want to kind of work backwards from the end goal into the content and I want to be more strategic about my videos. Um, I actually do have a video starter series that walks you through getting set up without buying anything, and then how do we create this content that actually is going to drive results and connect with people?

SPEAKER_00 42:29

I love that.

SPEAKER_01 42:30

Oh, and I'll we'll drop the link in the yeah, the link will be here.

SPEAKER_00 42:33

We're doing all the things. Trust me. If you want to know, if you're listening to the audio podcast, it's in the show notes. If you're listening, if you're watching on YouTube, it's in the description. Laura, thank you so much for your time. And uh, we'll see everyone on the next one.