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We’ll grant that most of our readers aren’t going to be performers
or comedians. But YouTube isn’t just an outlet for those blessed
with prodigious talents. And even if you are a talented performer,
you still have to think like a businessperson if you want to earn
money with YouTube.
We’re happy to report that plenty of businesspeople have turned
to YouTube to grow their businesses and assets. In Chapter 3, you’ll
meet representatives of companies who are using YouTube in interesting
and innovative ways, but here we’ll focus on individuals,
such as performers and professionals who are pursuing their business
goals on the site.
Take the case of Dr. Steven Yarinsky, a plastic surgeon,
from Saratoga Springs, New York. Dr. Yarinsky’s
video is on YouTube’s ShopDocVideo channel. He uses YouTube
as part of his marketing efforts to attract new clients. “I post our
video for prospective patients who then e-mail me for information
about procedures,” he told us. “The reaction has been excellent,”
Dr. Yarinsky reported. “The endorsement makes patients feel
more comfortable calling for an appointment. Patients have told
me that they saw it,” he added. “We had over 600 views in the first
two and a half months the video was up on YouTube.” Dr. Yarinsky
offered this advice for other physicians who are interested in
using YouTube. “Use the video as a marketing tool to get patient
leads into the office. Don’t try to sell procedures—sell the doctor and the concept of calling and scheduling a consultation to meet
with the professional and to evaluate your needs.” This advice applies
to other professionals, of course, not just to doctors. An accountant
or lawyer wouldn’t post a video of herself crunching
numbers or reading through briefs. Instead she should sell herself
and provide viewers with a means to get in touch with her to follow
up.
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