Brandon Austin Kinney is the Co-Founder of Calvin & Hodges, a full-service direct response advertising agency. Brandon has made a significant impact in the field of media buying, having spent over $100 million in direct response media. Well-known for his mastery of YouTube advertising, Brandon is a testament to the power of instinct and continuous self-improvement. His strategic marketing techniques have helped numerous direct response marketers to scale their businesses. Brandon has a decade of experience in paid media, with a sterling track record when it comes to B2B, lead generation, and video marketing growth.
Here’s a glimpse of what you’ll learn:
- [03:35] How Brandon Austin Kinney’s expertise in media buying led him to manage massive advertising budgets effectively
- [04:17] The scalable opportunities available on YouTube and how to leverage them for business growth
- [05:27] How to craft video scripts that resonate with your target clientele on YouTube
- [06:01] The significance of having a compelling hook in your video ads and how to create one
- [07:30] Why hiring professional actors can enhance the quality of your video content
- [08:27] How to create YouTube ads that convert by addressing prospects’ objections
- [14:03] The efficiency of using simple video editing techniques to drive direct responses
- [20:10] The essence of an effective call-to-action and why it’s crucial for successful YouTube marketing
In this episode…
With too many voices clamoring for attention in the evolving world of digital marketing, what does it take to ensure your message resonates and prompts action? Could there be an untapped avenue that is expansive and includes fewer restrictions than we’re accustomed to?
Brandon Austin Kinney, a lead generation expert, explains the complexity of video marketing, particularly on a powerful yet underutilized platform — YouTube. He lays out a roadmap for crafting video ads that are bound to capture the attention of high-intent prospects, illustrating his strategies with time-tested methods that have worked for him across various industries. With captivating hooks, compelling storylines, and straightforward calls to action, Brandon demonstrates how to convert viewers into customers. By leveraging Google’s massive data pool, he explains how to target prospects who’ve already expressed interest in products or services similar to yours, ensuring high-quality leads.
In this episode of the Timeless Marketing Podcast, host Brian Kurtz welcomes Brandon Austin Kinney, Co-Founder of Calvin & Hodges, as they talk about utilizing YouTube ads for direct marketing. Brandon emphasizes that success lies in simplicity — clear messaging, professional delivery, and a seamless call to action. Engaging and practical, this episode is a must-listen for marketers aiming to extend their reach without overcomplicating the creative process.
Resources mentioned in this episode:
- Brian Kurtz
- Brian Kurtz on LinkedIn
- Chris Mason on LinkedIn
- Brandon Austin Kinney: LinkedIn | Website
- Calvin & Hodges
Quotable Moments:
- “The most dangerous number in business is one.”
- “I’ve spent over $100 million on media buying, and what I’m sharing is backed by data.”
- “You want to laser-target people that have problems that you can solve.”
- “The Lazy YouTube Ads approach is the fastest, easiest, and most profitable way to scale video ads.”
- “There’s an almost unlimited amount of inventory on YouTube. It’s not like you’re just stuck to one screen or one group of people.”
Action Steps:
- Start diversifying your ad channels by venturing into YouTube advertising: Exploring multiple platforms reduces reliance on a single channel, mitigating risk and potential disruptions to your marketing strategies.
- Craft your YouTube video ad script using the direct response frameworks shared: Utilizing proven script structures ensures messaging is focused and likely to resonate with the audience, increasing engagement and conversions.
- Overcome camera shyness by hiring professional actors to deliver your ad message: This approach saves time and leverages expert presentation skills, enhancing ad effectiveness and audience perception.
- Focus on simple editing techniques that amplify your message without unnecessary complexity: Keeping ad production straightforward allows for quick iterations and testing, facilitating faster improvements and scalability.
- Test different hooks to find the most effective way to capture your specific audience’s attention: Continuous testing and optimization of ad hooks ensure better targeting, leading to higher-quality leads and more efficient ad spend.
Sponsor for this episode…
This episode is brought to you by Titans Xcelerator.
Titans Xcelerator is a private mentorship program for direct response marketers.
It is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business.
And you don’t need to spend 10s of 1000s of dollars either.
Titans Xcelerator is 1/10 of the price of most groups of its kind.
And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed.
As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one.
The bottom line: you don’t have to grow your business alone.
If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to BrianKurtz.net/help
Episode Transcript
Intro 0:03
Welcome to the Timeless Marketing Podcast with Brian Kurtz, your connection to insights from some of the top direct response marketing minds on the planet. Hey, it’s Brian Kurtz here, host of the Timeless Marketing Podcast. Today’s episode is a clip from one of the two-hour calls inside Titans Xcelerator, my private mentorship program for direct response marketers. Before we get to that, I have one question for you. Do you have a marketing insurance policy? If you don’t, you need one. And that’s why I created Titans Xcelerator, which is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business, the bottom line, you don’t have to grow your business alone. And you don’t need to spend 10s of 1000s of dollars either. Titans Xcelerator is 1/10 of the price of most groups of its kind. I know because I hosted a group that was over $20,000 a year. If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to briankurtz.net/help. That’s B-R-I-A-N Kurtz [dot] net [slash] help. And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed. As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one. Again, if you want to see if Titans Xcelerators are fit for you with no obligation. Go to Briankurtz.net/help. That’s B-R-I-A-N Kurtz [dot] net [slash] help. And feel free to email me directly. I respond to every email with questions about this episode. Or just to say hi, brian@briankurtz.net. Now onto today’s episode. Okay. BK, you ready?
Brandon Austin Kinney 2:28
I think so.
Brian Kurtz 2:31
You think so? Okay, I think so. All right, Brandon. Brandon’s been, uh, what year are you in?
Brandon Austin Kinney 2:37
It’s already a third. Uh, third. I just got my hat trick renewal.
Brian Kurtz 2:42
Excellent, excellent. And Brandon’s also clearly just a great student of the craft of marketing and media. And He came to, I think both Titans mastermind meetings, when the accelerators were invited, got to know him a little bit better because of that. Really like the way you think, and I like the way you carry yourself, and you’re always improving. You’re always trying to improve yourself, which a lot of people in the room do on the screen do, but I love the way you are always looking to just like one up yourself every, every day, and that’s a great that’s how I would describe you. And I’m not your best friend, but that’s how I would describe you. And so brand Brandon has a spotlight which you’re gonna have. You have slides?
Brandon Austin Kinney 3:35
I do actually, and Sarah Monan made them, so she’s awesome, for anyone that’s curious.
Brian Kurtz 3:42
Wow, yeah, Sarah, is that something that you do as a side hustle, or what?
Sarah Monan 3:48
That is getting a lot of attention on this meeting.
Brian Kurtz 3:53
There you go. You don’t even have your video on.
Sarah Monan 3:56
I know. Sorry. I’m dealing with a sick puppy right now.
Brian Kurtz 3:59
I’m sorry to hear that.
Sarah Monan 4:00
It’s okay. Angela also helped me with that as well.
Brian Kurtz 4:03
Angela is a veterinarian on, she’s she plays a veterinarian on, zoom, okay. BK, you’re on. And If you don’t like the slides, blame Sarah.
Brandon Austin 4:17
And if you do like the slides, maybe you can hire Sarah.
Brian Kurtz 4:21
Exactly, exactly.
She’s awesome. I cannot design anything so super helpful that I had someone like her to help me out. Cool. So for those of you that don’t know me, I’m Brandon. My background is mostly media buying. At this point, I’ve spent over $100 million in direct response media buying. And what I’m going to share with you guys today is something that’s been making up more and more of my time over the last couple years, and it’s working really well, so hopefully it’s something that you guys can take with you. I don’t have anything to say. All just information here today. So yeah, let me share my screen. Well, can you guys see my title here? Yes, the lazy YouTube Ads.
Brandon Austin Kinney 5:15
I have labeled this in a way that hopefully resonates with this group. Where was it? Joe Carbo headlines.
Brian Kurtz 5:21
Yeah, they have Joe Carbo, but I’m sure it’s, there’s, it’s a great way to connect to the group.