TAS 785 How This Brand Exploded Using Youtube (Followed 52X Strategy)

How do you cut through all of the noise and build a brand that can go the distance? What does it take to keep your niche audience engaged and coming back to your brand? On this episode of The Amazing Seller, you’ll hear from special guest, Jesse Wilson. In his conversation with Scott, Jesse opens up about how he got started an ecommerce business leader, what he does to keep his audience engaged, things he wishes he had done differently, and so much more. You’ll want to have pen and paper handy for this informative episode featuring Jesse’s story!

Setting goals can work!

When was the last time you looked back at how far you’ve come and much you’ve achieved? While it’s not always a good idea to dwell on the past, it can be a great idea to appreciate how far you’ve come. Looking back at the start of his business, Jesse is proud of how far he’s made it but he’s not content! Ready to start the next chapter, Jesse is setting new goals and planning to take his brand to new heights. Learn more about Jesse’s mindset and how he stays focused on his goals by listening to this episode of The Amazing Seller! 

The key to Jesse’s success

If you could distill all of your growth and success down to one key lesson or practice, what would it be? Have you found a good approach that keeps you locked in on your business’s growth? For Jesse, the key to his business growth has been his ability to collaborate with other influencers in his niche market. He doesn’t view his peers as direct competitors, Jesse sees them as his friends he’d also like to see succeed. Learn more about Jesse’s unique and profitable approach to collaboration, make sure to listen to this episode of The Amazing Seller!

Turn on ads! 

What is the one thing that every ecommerce business leader is after? Profitability! Too many ecommerce leaders close down their business each year because they failed to make to that special point in a brand’s growth where it starts to bring in money. What good is your business if it doesn’t fulfill its primary function? Where should sellers like you start? Good news, you’ve come to the right place! On this episode of The Amazing Seller, you’ll hear helpful tips and insights from both Scott and Jesse – pay close attention you don’t want to miss a minute! 

Work smarter, not harder

If you’ve been around the TAS community for very long, you know that Scott is a fan of helping sellers like you work smarter rather than harder. This doesn’t mean you don’t have to put in the work, it simply means that it’s critical to find smarter ways for your business to operate. From tools and classes to books and podcasts, Scott has dedicated his professional career to empowering sellers like you. If you are ready to put in the time and effort required, make sure to go even further with helpful TAS resources listed at the end of this post.

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [2:00] What led Jesse to build a brand as Scott teaches. 
  • [7:30] Jesse Willson joins the podcast. 
  • [10:45] What was Jesse’s original vision for his brand? 
  • [19:00] The one thing that has fueled Jesse’s success. 
  • [27:30] Keeping content creation fresh. 
  • [35:00] Dealing with sponsorship requests. 
  • [45:00] Making the brand profitable. 
  • [55:00] Preparing your business for the future. 
  • [1:03:00] How content-driven brands make money. 
  • [1:07:30] Jesse explains the challenges of expanding his brand. 
  • [1:10:00] You need a good return on your time! 
  • [1:14:30] Connecting with affiliate partners. 
  • [1:18:45] Jesse’s advice for sellers like you. 
  • [1:24:00] Closing thoughts from Scott. 
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TRANSCRIPT TAS 785

TAS 785: How This Brand Exploded Using Youtube (Followed 52X Strategy)

Speaker 1: 00:00:00 The fact is if you have more eyeballs or more traffic as we call it, you're going to be able to have more opportunities and it's going to allow you to grow or explode your business. And today I've got a guest that's going to come on and share how he's done this over the past 24 months and you're going to hear exactly what channel he's using and how he did it. You may just want to listen to this episode because a, well, it's a, it's a juicy one.

Speaker 2: 00:00:31 Well, Hey, Hey, what's up everyone? Welcome back to another episode of the amazing seller podcast. This is episode number seven 85 my name is Scott Voelker and I'm here to help you fill the future-proof business so you can create the ultimate freedom fuck, and there's always a button you have to take what you learn from this episode and take

Speaker 1: 00:00:50 action and you can become the amazing seller of your life. If you're ready, I'm ready. Let's do this. All right, well, I am fired up because I am going to be sharing a conversation that I had with a past guest. Actually all the way back on episode six Oh six his name is Jesse and he started way back when, a couple of years ago he started the 52 X challenge or the strategy as it is called now. And he's actually the one that got me thinking to really do this 52 X strategy. And if you missed that episode, you're going to want to go back and listen to that one. That is episode seven Oh seven and that was where I broke down the 52 X traffic momentum challenge and I gave you the step by step and the plan to do that. And you really should consider that because a, well, it's a, it's going to go really well with what we're going to talk about here today and it's treated him very well.

Speaker 1: 00:01:49 So what he did, and I'm just gonna give you a little bit of a recap. What he did was he decided to, while he was listening to the podcast and he's like, you know what, I don't want to launch my own physical product yet. I just want to do this little side hustle thing. And I just want to, I just want to start documenting my journey. Scott's telling me about this content thing and maybe I should just go out there and start documenting me learning this hobby of mine and the hobby is distilling alcohol. At least that's what it started as. And you're going to hear in this episode how things change and opportunities start to show themselves and, and all of that. But so what he did was he decided to go for it and uh, well he said, you know what, the first year, 52 weeks, I'm going to go ahead and post a video every single week and we'll see what happens.

Speaker 1: 00:02:33 And I'm hoping to get 500 ish subscribers, maybe a thousand if I'm lucky. And the first year he got over 15,000 and right now year to date, he's over 40, I think it was 47,000 when we were on the call. It's probably more now, but what he's going to do is he's going to give us an update since that last episode, and you're going to hear all of the new opportunities, all of the ways that revenue is about to start really flooding into the business. All right. And what's really awesome is he talks a lot about being consistent and then also how you may need to pivot. And I've talked about that myself in the past. The name of the channel now is chased the craft, which is also still it. And that's what it originally originally was called, but then he changed it to chase the craft.

Speaker 1: 00:03:21 And you'll hear why he decided to do that. But he's exploded his growth in the past 12 months. And now he's right about ready to sign a sponsor for his YouTube channel, which is going to be exciting and it's going to be fun. And I can't wait to hear more about that. And he messaged me just after we got off the call and he goes, Scott, you'll never believe it. It's just gotta be, it's just gotta be a, you know, fate that this actually, this stuff happens. And just the coincidence because, uh, he got off and he got a message from, um, who he thinks is going to be a really good sponsor for his, a his YouTube channel, but there's so much that he wants to do. You're also gonna hear us talk about him wanting to possibly roll out some physical products and, well, I might've changed his mind, their rate now, maybe later, but there's some other things that he can do that he's not leveraging yet, which he could do.

Speaker 1: 00:04:13 So it's somewhat of a coaching call, but you're going to really just hear the ins and outs of what's happened since the last time he's been on and really in just a year's time. But the one thing that he said and that he's consistently done is that right there, he's been consistent, he's committed and he's been consistent and he's been pushing out a video every single week. All right, and you're going to hear exactly how that all has taken place and what he's doing now to really ramp that up. But also other channels that he's starting to leverage. He's got his website, he's getting traffic there. Some things we talked about doing on that, but anyway, I am going to, uh, I'm going to leave you with that because there's a lot that we cover here now before we do. Okay. One thing that I want to remind you of is, well, this really goes well with about what we're talking about here today with my book that take action effect.

Speaker 1: 00:05:09 All right? Because I talk about in there, number one, getting your mindset right, but then from there, capitalizing on these moments, this moment for him where he is right now has been created because of what he did last year and it led him to here and then the year before that it led them to where he is. So there's these moments that we need to identify. And then from there we need to leverage those moments because every single thing we're doing right now is preparing us for what's to come. And inside of the take action effect book, we identify them and we also build up your, your self confidence so you can go out there and crush it. And then from there we start building out the plan, we start building out the brand and there's a lot of stories I share in there personally but then also of other people.

Speaker 1: 00:05:51 So the other thing is it's available now. If you miss my last episode, it's available in the audio form. So the audio book is now available on audible and a couple of different ways. You can grab a copy number one you can head over to take action effect.com and you can grab either the paperback, the hardcover, the Kindle, or you can grab the audio book right there. Now if you want to grab a free copy of the book, well all you need to do is go through my affiliate link over on audible and you'll sign up for a, a an account there and I believe they have like a 14 day trial or something like that. And then you'll get a free credit and that credit will buy you the book. So if you want to go through audible, if you don't already have an account and you want to grab my book for free, just head over to the amazing seller.com forward slash audible and then once you sign up, you will get that one credit and then they will allow you to buy my book for free.

Speaker 1: 00:06:47 All right, so there's how you can get the book. And I've gotten some really good feedback from people saying that they've read the book, but now they've listened to the book and they love listening because, well it's me reading it, but also I do have some additional footage that I share some stories. I went off script and I told some other stories that I just didn't think about the time of writing the book. So that's there for you as well. All right guys, so that's it. I'm going to go ahead and stop talking so we can get to this interview, this conversation that I had with my good friend Jesse from chase, the craft [inaudible]. Well, Hey Jesse, welcome back to the podcast. What is happening, my friend from a well, from a there on over. I mean you're, you're kind of a distance from us right now. We're, where are you located again, Jesse

Speaker 3: 00:07:36 on New Zealand bottom of the years. How are things over there, but awesome man. Yeah, things going really well. Thanks for having me on again.

Speaker 1: 00:07:44 Yeah, no, this is a, this is awesome. Uh, you and I chatted a couple of years ago now. I think we just looked back, uh, at least a year and a half ago. It was the December, 2018 so yeah, we're, uh, yeah, we're at two years, right? If I can do math,

Speaker 3: 00:08:00 I'm pretty close. Wait, just over a year.

Speaker 1: 00:08:04 Uh, December. Oh yeah, you're right. That's right too. Cause it was just before the first of the year. Right. So about a year in a couple of months I guess is what we'll say. So. All right. So, um, now that we know that I can't do math that well,

Speaker 3: 00:08:17 but diets are not my strong suit. So I thought I was a horribly wrongly for a second.

Speaker 1: 00:08:22 No, no, you're right. It's because it was just before the first of 2019. So, um, so yeah. So I want to get you back on because number one, the episode that we did, uh, was really about you saying to yourself, you know what? I'm kinda stuck as far as like what I should do and you know, should I launch a product? Should I get into this Amazon game? Should I just publish content so you know what I'm going to do? I'm just going to go ahead and start publishing content about me documenting the journey of me learning how to distill alcohol. And so you're like, I'm just going to give it a go. Year later, you had 15 plus subscribers

Speaker 4: 00:08:56 you were making, I think at that time it was just over a thousand dollars. And I think a lot of that was coming from, um, uh, the, uh, what's the name of the site where they'd give you donations. It was, um, Patrion that's it. Yeah. So you were doing that and you were getting some stuff with merchant, all of that, and it was kind of surprising to you and, um, Oh yeah, yeah. And, and me and, and I was like, you know what, we gotta get you back on because now you're up over 47,000 subscribers and it's growing quickly and your direction has shifted a little bit. And things have changed since we last talked. Um, so kind of get me caught up a little bit, like what's this been like for you and you know, like, let's just kind of get into the talk.

Speaker 3: 00:09:41 Yeah, for sure. Yeah, you're right, Scott. It's, um, it's weird. I think I seen T last time, I sort of flexed between being a a dream and then being a reality and then being a very hard reality in terms of it's crazy and it's an absolute honor to be able to, you know, do this, um, little earned to, to have some sort of following that that gives me some sort of budget for the videos and stuff. Uh, but then on the flip side, it turns into a very hard reality of the, of the weekly grind as well. Yeah, yeah. Yeah. And once again, it's a, it's a pretty big responsibility to, to keep that going, but I'm absolutely loving and Scott's great.

Speaker 4: 00:10:24 Yeah, I mean it, it's a commitment. And, and you, you signed up for that commitment now. When you first started doing this, did you ever imagine it would be where it is

Speaker 3: 00:10:34 today? No, not at all. No. I think you alluded to it already. The, the, the original plan was to pretty much guarantee to myself that I would do 52 videos over a year. So a video a week for a whole year. I'd see where, where at went and my original goals for that first year was somewhere between I think a 500 and a thousand subscribers is what I was hoping to get. And if I can get to that point and then I'd keep going, you know, then I could justify it to myself and I'd keep making videos. Uh, so it's, it's definitely well exceeded that and it's got to, I need to sit down and write new goals actually to be fair, cause I'm, you know, I'm well past anything I hit on on paper, but it's grown a lot more than I could've hoped for, that's for sure. And giving me a lot more opportunities than I ever could have. You know, dreams at that stage. So, yeah, I'm, I'm sort of, it's funny, last time I talked to you, I was still a bit, a little bit of a turning point in what I was going to do and I am starting to feel like I'm at another one of those sort of crossroads now trying to decide exactly what, what to do and we had to go,

Speaker 4: 00:11:42 Oh, I'll tell you what though, those are never going to stop by the way. Um, we don't, I mean we always think to ourselves like once I get to this, this threshold or once I get to this, this place, it's going to be like a success and yay, we're going to celebrate and we're going to hang out. And then something else pushes you or something else comes into the equation. Like the opportunities that you said, right? Like there's opportunities that are coming your way that weren't there before because of the constant, you know, publishing of content and then probably collaborating with other people and like all of these things start to open up. And so you can't even think about that other thing because it isn't here yet. Um, and it's funny, I just met my wife and I just got back, um, this past weekend we went to, um, Oprah's a 20, 20 vision tour.

Speaker 4: 00:12:31 It was a gift to my wife. And, um, it's funny cause my, my, my wife watched an Oprah show 20 years ago and that was the turning point for me leaving my job 20 years ago because she said, why are you doing something that you don't enjoy? Um, in life you have the opportunity to do whatever you want. You should chase your passion. And my wife had a passion for photography at the time. Long story short, we ended up starting a photography business. I left my job 18 months later and that was because Oprah had suggested that. Right? So that one thing, right? So we went back to Oprah again to kind of like honor her and kind of celebrate that, you know, she's coming locally, we're going to go see her. And she said something that again resonated with me. And, um, and it will to you as well is like everything that we're doing right now is just preparing us for that next thing. Right. And it makes sense, right? I mean it totally makes sense and you can vouch for that. I mean what you're doing now was because of what you did last year and it prepared you for where you're going to go. So you were never going to have the exact roadmap. We just have to trust in that process. Um,

Speaker 3: 00:13:36 it's interesting isn't it? Because it's almost like you get on the, you get on the train track and I don't want to sound all get deep on the philosophical side of things, but almost like, it's almost like in some ways, once you've made that decision and once you stop moving and like you say, once you take action, it's almost like you don't have a choice. Yeah. In some ways. Yeah. It's like you get pushed into situations where you can do a or B, but let's face it, you never got to do B. It's always going to be a know and sometimes you get to decide which way you go. Um, but it just, once you, once you start getting momentum and once you start moving, things just fall into place. Things go wrong all the time, but you know, you're moving forward all the time, I guess.

Speaker 4: 00:14:23 Yeah. And, and the thing that's going wrong is really just a lesson to tell. You don't go that way. Right?

Speaker 3: 00:14:30 Right. Don't

Speaker 4: 00:14:33 go over there. I just stepped in the hole. Uh, you know what I mean? So it just depends on how we look at it. And I think you're a great example of saying like, you know what, I'm just going to commit to this thing. I'm going to put some time in and I'm going to see where it leads. And, and, and here we are, right? Like this is where it led you. Um, I wasn't going to start a podcast, uh, and I decided to, and here we are, you know, five years later, you know, and 700 and some episodes later, right? Like, but I showed up and I was willing to put in a little bit of time to see where it would go. And here it is. You know what I mean? And it's P it's, it's shifted. It's pivoted. I'm not necessarily the Amazon guy, uh, anymore, or at least I don't want to be, I want to be the brand building guy.

Speaker 4: 00:15:16 I want to be the one that helps people build online businesses. And that's why, I mean your business doesn't reside on Amazon and resides, a lot of it is on YouTube traffic, which again, we want to, you know, potentially help that and, and do all that stuff. But, um, it's just, it's interesting how we, we do start to find a little bit of a, of an itch, if you want to call it that, as we start to build momentum because we start getting these other opportunities. Um, yeah. So let's talk about some of those opportunities. So, so since the last time that we talked, uh, you know, you had ideas of just like, I'm going to grow the brand. Um, possibly, I'm just going off the top of mind here. You were like, I'm not sure that I want to just be the distilling guy, I want to be more of like chasing the craft. I want to be able to maybe people want to do, uh, you know, a wine, a cheese, like, you know, craft of some kind. Where is that now? In the, in the mix.

Speaker 3: 00:16:12 Yeah. So I actually, to be honest, I can't remember how long ago it was, but I, I completely restructured, uh, from my point of view, the way the brand was put together. Okay. People that watched the channel didn't really see much of a shift or much of a change, but the original channel was called Stella. And then the tagline was chased across. Uh, and that's still the case for still it. But what I've, what I did from my point of view as I restructured it so that chase the craft is now the main brand and still is a subset of that. Okay. Um, would the idea being that now I can go ahead and create any other product, any other service, any other show, channel, whatever it happens to be right underneath chase the craft. And then everything will be linked still. It's all part of one ecosystem.

Speaker 3: 00:17:08 And uh, one of the biggest reasons for that is, is that a distilling is a illegal in the holiday countries. It's 100% legally for me here in New Zealand. But that sort of imposes some restrictions even though people sell things all over the place anyway, even though it's right. Right. I get around that. That's not really my style. I don't want to push that too much. So there's that. And also distilling is a very small niche in terms of products. Uh, but it's very closely related to other, other hobbies as you see why making will meet making for example that a larger, Oh sorry. That's the, the

Speaker 4: 00:17:50 choice. The cross line. I love it. Yeah, yeah, yeah. I love it. I, I was gonna actually mention that your uh, your, your logos and your design and everything is really cool. You got merge. Um, I think I even said it to, maybe it was someone in my group and I said I, I might just buy the gear cause I love the look of it. You know what I mean? It's, it's a cool look. It is. It's a really, really cool look. Um, it's simple and it's, it's really cool.

Speaker 3: 00:18:12 I can't take the credit for that. That's a, that's actually my sister. My sister runs a place called cow who design down in Christchurch, which is even further South than me. Oh wow. Um, yeah. So I figured if I was going to pay someone to yeah. You know, make things look nice for me, I might as well pay someone that I love and care about. Really good job.

Speaker 4: 00:18:33 Really good job. No, it's, it's, it's really nice. Um, okay, so let's, let's talk a little bit then as far as, now that you've got some momentum, you've got some rhythm, what has been like one of the biggest things that you feel has, has really helped you grow the channel,

Speaker 3: 00:18:50 right? In grow yourself? Oh yeah. Um, that's a really easy question to answer. It's collaboration. Okay. And I know we talked about this a little bit last time. So the idea that, uh, in my mind, YouTube as a platform is great because it lets you collaborate with other people and that is a good thing. So, uh, I know that, you know, people in Amazon space and things like that, it tends to be quite competitive and one plus one equals 0.5. So YouTube one plus one equals six, and there's been a, uh, a small group of people that have different channels and podcasts and things that are all in the, the niche that it all started around about the same time. There was a couple of guys that started before us. Uh, so sharing and being able to collaborate within that group is amazing, both for the numbers but also for the, the craft of it, right?

Speaker 3: 00:19:48 Being able to, to share what we do and bounce ideas off each other and create a community where our view is and foremost what we should be doing. Um, and probably honestly more importantly, our view as cold [inaudible] when we, um, get a little bit on the research or you know, that sort of thing. Okay. But as the channel's grown, it's also afforded me the opportunity to start, um, punching above my white a little bit. And that's really where I've seen growth in a couple of instances. Uh, so there's a group in America called the whiskey tribe are doing amazing things. If anyone out there is even remotely interested in a single malt bourbon, you know, anything like that, check them out for sure. Uh, so we got to go over and visit them Oh nice. On the home tooth and create a couple of videos with him, hang out with him for some events. Uh, and there's also a channel called the modern road that's based in Austin, Texas. Uh, they are pretty big. They just said a million subscribers and I, I made a video with him as well for the channel. Wow. And that, yeah, that was hands down the, the most successful, you know, in terms of metrics, straight shift period of time for me. Um,

Speaker 3: 00:21:10 and, and it worked well for them too. Right. Cause they got to basically the channels about doing lottery and you know, just random, all sorts of different hobbies don't have a lock picking guy on and then they'll make a Slingshot and whatever. So it works for them too. They had, they had something different that they could do content-wise. So if you asked, if anyone is thinking of getting into, honestly I think any content creation, that idea of being able to offer something to someone else that that gives value to them, but then in return be able to cross promote between the two of you. That's just completely and totally invaluable in my opinion. So what does that look like for someone that wants to reach out to a channel? So what's the approach there? What's the approach to then reach out to them so you're not looking like you're just wanting to capitalize on their traffic?

Speaker 3: 00:22:04 Yeah, yeah, yeah, totally. Well I think step one is to not just wants to capitalize on the traffic. If deep down you know that all you're doing is trying to take from what they've got, I think it's going to be pretty obvious to people. Most of the time, and let's face it too, if they've, if they've got, you know, twice, three times, 10 times the following that you have, they've probably done that more than you probably got more experienced than that, right? So they're going to smell it. So, so I think that's number one. But number two is to know that you actually do have something to offer, right? And you've got your own, uh, niche following. You've got your own style, you've got your own expertise, you've got things that you do differently than anyone else. And I think it's like anything else in business or life, you, you need to figure out what you have that can be valuable to someone else and go to that person offering it.

Speaker 3: 00:23:07 Right? And, and, but be honest and say that, you know, obviously this is a really big honor for me. I'd love to collaborate with you. It's an opportunity for me, but this is what I can offer you, um, and B, be willing to accept a no graciously. Right? Right, right. Uh, and also I think the other thing is too, that you need to have shown that you've put the work in, you know, you can't show up, you can't create a YouTube channel, put three videos on the channel right after, after three weeks, and then go and approach someone that's got a million subscribers because they're just going to literally laugh at you. Right. And, or not even replies, probably the more, and how, how, how are you reading

Speaker 4: 00:23:56 hang out to, um, to the YouTube channels? Is it just going through their profile, finding their email contact, um, or damning them of some way?

Speaker 3: 00:24:04 Yeah, I mean, I, I, I never do it if there's not some sort of obvious, uh, relation between our content or there's someone that introduces us or you know, whatever the case may be, it's gotta be some sort of connections to, you know, the, I, at the end of the day, what, what YouTube was, will always keep most of that. Or what they should always keep most about is what the viewers think, not because, uh, self-conscious, but because that's what they're offering. Right? Right. So it comes to me and wants to collaborate. I'm all for it. That's great. But first of all, it's time that I might not have. And second of all, if what you're offering is not something that my view is want to watch and something that gives my viewers, um, value and some description, then it's never gonna work. So there's gotta be something there, um, seeking, you know, you've got to show that you're offering them something as well, but then, yeah, just reach out through whatever contacts they've got. Um, you can drop us a comment just on the videos if it looks like the, you know, still reacting to two videos, but I would suggest going to the, the latest video, um, that can get a little bit almost sleazy because

Speaker 4: 00:25:19 looking, if you just comment and say, Hey, come on, I want to collaborate with you.

Speaker 3: 00:25:23 Exactly. It's, it's just, that's not really the time for it. If you go into the, um, profile on YouTube, do normally be a, um, I can't remember the exact wording, but it's sort of a context for business purposes or something like that. Yup. You click that link and it'll give you an email. So that's generally the best way to do it these days. Normally people will have, you know, Instagram, Twitter.

Speaker 4: 00:25:46 Hmm. Yeah, I was gonna say Instagram is, is probably a good Avenue to, cause I'm sure a lot of people don't get as much DMS on Instagram as they would on YouTube. Um, if that is their main channel. So if, if Instagram was their main channel and YouTube wasn't, then you might want to go to the one that isn't their dominant one. Um, cause then you might stand out as a, as a message. Um, I've, I've noticed that myself personally. Um, even with myself, like I'll see a DM on Instagram more than I would on, uh, or let's just say an email. I, I would see that before an email because the email will get, you know, it'll kind of get filtered through. But my DMS, I'm not really big on Instagram, so I kind of see more of that. Right. There's 10 messages. Okay, I can see them.

Speaker 3: 00:26:30 And it's a, and it's a platform that you just have in your pocket all day. Right. You don't necessarily, a lot of people won't check emails during the day, but exactly. The notifications will pop up. Just a note to the YouTube direct messages have been taken away. There's no messaging. Okay. Okay. You channels anymore. I can't remember if they took away the um, the pistol one or not, but yeah, there's no direct message to, to channels.

Speaker 4: 00:26:53 Okay. Okay. That's interesting. Um, okay, so, uh, now how, what does, how has your content, has it changed at all or has it pretty much stayed the same? And a lot of people will want to know like, okay, so what, how do you come up with new content? Like haven't you covered it? All right. So if you could address those, you know, like what, what does that look like now for, for you after you've been doing this a while? Do you have a routine? Do you have a schedule? Is do you batch, like how do you, how do you keep up with the content?

Speaker 3: 00:27:27 Yeah, no, that's a great question. I think it kind of comes in two parts. One is if your in any sort of field area, hobby niche, whatever you want to call it, that you actually care about and that you want to be improving yourself on, I think you're always going to find content, right? Like anything, puffery, cooking, rollerskating, ISU. But if it's something you truly want to improve on and it's a hobby that lets you do that, there's always something new to talk about because there's always something new to learn. Uh, and I know I've heard you talk about that before as well, right? You don't have to be the expert on something, right. Um, to be able to create a community around it. Um, so as long as, as long as you're going into something with that mindset and that you're not just doing it, um, as a get rich quick scheme, don't do that bad idea.

Speaker 3: 00:28:27 Don't do that. Yeah. This is not going to happen as long as, yeah, as long as he's not doing that. I think the, uh, you, you're going to struggle sometimes to decide what to do, but there's always gonna be something that you coming up. Um, yeah, I've got a schedule. I saw, I release a video every, uh, Friday morning for me here in New Zealand. Bill, Thursday morning for you guys. Uh, I would love to batch things and I do when I can, but because of the nature of the stuff that I'm doing, if I'm, uh, making a whiskey, for example, I've, you know, I've got to make the wash for me to, so that's one and a half, two weeks, then I've got to strip it to, you know, cut the volume down. That's another day in the sheet that I need to find. Then I've got to distill it.

Speaker 3: 00:29:16 Then I've got to age it quickly at that point. So that's probably another week, two weeks, and then I've got, and then I'd do a tasting sort of at the end of it. So I, I just fit things in when I can stop. Then I'll be honest with you. Uh, I don't even know what I'm actually putting out this week, so it's going to be a talking head video or something. That's that I've still got in the can for my last trip. Um, I would love to be able to batch eat it in batch shoes. Unfortunately the talking head videos don't work so great for me. Um, yeah. So, so it is what it is. I mean, just let's touch on that. So what is working best for you as far as video content? Yeah. Okay. So in the beginning what I used to try and do is make everything very educational.

Speaker 3: 00:30:11 So if I was doing that whole process I just just laid out before I would make a video about each step of the way. And even though it's the same step as I've done other times before, I pick something new out about that step that I just learned or something that I know my viewers have been asking me. Right. So I'd make a video just about the aging or just about the distilling or or whatever and then LinkedIn together. But what I've should've learned more quickly and didn't, what I've now learned is that even the people that watch regularly have an attention span that lasts for one video. Okay. I'm sorry, I need to squish all of that into one video or not. Make it a consecutive thing, right? People don't go to YouTube to follow the same story, the same small story every week. You can kind of have a meta meta story that runs throughout your channel or you know, big longterm goal that you're trying to get to.

Speaker 3: 00:31:07 But that's a, you know, a 32nd slot in your video. So essentially what I'm saying is that I've discovered that I need to put that whole story into one video start to finish and that is much more successful. So the videos on my channel that, that almost successful as, that's exactly what they are, but that means that it's literally a month, six weeks, eight weeks for one video. Yeah. Yeah. Um, and I'm putting videos out weekly, right? Uh, so the, the dream is to get to the point where I've got enough time to be able to batch that every week. I'm starting that process and I've got, you know, another eight in the pipeline and they're all sort of going along and you know, so I was, I'll start one, I'll do the middle part for one, I'll do the, the, you know, the full state for one, the first step, one for the sixth, seventh, eighth every week. And then every week I'll be editing the one that I started eight weeks ago. That's where I want to get through. But that's um,

Speaker 4: 00:32:14 that's going to take some planning. It's going to take some time and it is hard in, in your market because there is like, I want to see how it, how it's done, but then I want to see the result in that video. Right now if you think about like a show like gold rush, like every week they always show how much gold they got at the end of the week. That's what we're waiting for. I'm waiting to see how well they did that week, what challenges they had, what they overcame, what was the amount of gold. If they didn't give me the amount of gold at the end of the week and I had to wait till the end of the season, I wouldn't really like that look at biggest loser every week. They do a weigh in, how much weight did you lose from the prior week? It's hard in your market to do that because how are you going to give a result necessarily of something that is like, Oh, here's some whiskey with some whiskey we made, but you can't do that in a week. You can just show that, Oh, look at it. It's, it's, you know, just, it's distilling. Like it's, they're like, great, okay. You know, so you don't have those small little victories or those small little things that can satisfy my appetite, but then also keep me waiting till next week so I can see something else. Or you tease something else. You're a bit, you're basically creating a TV show is really what you're doing in your case. Um,

Speaker 3: 00:33:31 and so what that means to me is that unfortunately the, the, this is kind of a running joke with a lot of my viewers that, that Oh, this is the talking episode or this is a learning, people relate it back to school as well. Like I've seen a lot of people say, Oh, this is a, this is a practical episode. Yay. We were playing with the chemistry set and then next week has all the teachers talking all this stuff. And it does mean unfortunately that it tends to be, you know, three or four videos that are less practical and then one that's, that gets stuck. Right. And um, yeah, so I, I, I'm right on the village of almost being able to justify scaling the nine to five back and putting more time into this. And you know, I'd like, I think my, my focus up until this point has always been on the YouTube channel itself. What am I doing on YouTube to grow YouTube, to get more viewers to, you know, to, to pick the algorithms interest into peak viewers. And just, and now I'm starting to look, so the YouTube is almost on, not on autopilot, but it's just sort of studios she goes and I'm starting to look on the peripherals to see where I can find low hanging fruit to justify putting more time into the, into the channel itself. If that makes sense.

Speaker 4: 00:34:52 No, no, it absolutely does. Uh, so let me ask you this, cause we, we touched on it a little bit is like opportunities that are better, uh, you know, becoming, you know, kind of present to you and you're, you're being offered, um, collaborations and stuff like that. Um, are you at the level yet where you have people that are reaching out to companies that want you to sponsor

Speaker 3: 00:35:16 an episode? Yeah, I get probably two or three emails a week. Okay. Offering something. Okay. Um, the biggest problem is that, that my expectation of what that's worth and what people's expectation of what that's worth, teen to fall short of each other quite often. Uh, and people should also be aware that there's kind of a w once your name is on something and once your contact details are on something like that, you just going to get spammed a lot. There's going to be a lot of junk mail coming through. I'm sure you'd get it all the time as well. Um, you know, people offering you to, to sell the, a certain male enhancing drug of choice or you have, you probably your, I mean your audience is primarily probably male, right? Oh, 100%. 98% male and 60% America, 25 to 54. And so it's that pretty classic, you know.

Speaker 4: 00:36:21 [inaudible] yeah. So of course like you're going to get like those types of, of ads. Um, I've never actually got that before. I could see that happening though. I could totally see that happening. Um, or probably like a hair loss. Right? You can get that because you know, guys are losing their hair. You know, we, we got, we got a product that'll fix that in your audience's mail. So I could see that. And, um, so I, I guess my question is, is like, so what does that look like? Is that in your scope of monetization? Is that, is that an okay. And so like, like you had mentioned like what, what aligns or what your expectations are, what their expectations are, what is your expectations? Like what are you happy with? Like if I want to sponsor something and it's aligned with your brand, it's gotta be aligned. What are you going to charge for that? And I'm just doing this so people can get an idea of what is possible as a sponsorship. And again, as you grow that, that can also increase.

Speaker 3: 00:37:18 Yeah. Yeah. Um, this is a awesome little tool called a social blue book. Okay. And if you plug your details into that, it will give you a, a range. So it'll say this is the low end, this is the high end, this is kind of the median. And then let you tweak, tweak, sort of factors to, to make that change. So the time of year is a big one. So, for example, all of my matrix went bonkers in December and then January comes along and suddenly people don't want to be buying ad space anymore for some reason. Right, right, right. So let me tweak that a little T that you tweak all sorts of things. So I kind of used that as a a base. Uh, and the last one I did for a 32nd mid-roll was 350 us dollars. Okay. And that was for a VPN company, uh, which, so I'm happy to do stuff that is loosely aligned in some way. If it's something that I think my audience actually cares about. Um, if it's something that has nothing to do with stilling distilling, sorry, and just doesn't fit my demographic, then you can't pay me enough to do it because the long term success of the channel is much more important than whatever it is you want to pay me.

Speaker 4: 00:38:34 And is that three 50 or a one off

Speaker 3: 00:38:36 charge then? So they would pay at once and then it would be, it'd be embedded in that video forever. That's a pretty sweet deal. Uh, you know what I mean? And I think for you, um, and I've done that myself, even with the podcasts, um, is if you look at the numbers on a typical media buy, it's, you know, it's, it's OK, you know, but if you have the right, if you have the right company that knows the value of getting someone over that could potentially, um, you know, really, uh, bring new clients into their business, really, you can, you can make up whatever your sponsorship wants, right? Like, if someone is going to pay you to be on your channel and they know that if they get, you know, people to come over and get on a subscription plan, right. To buy something that they're going to buy over and over and over again, well, they're willing to spend more because they know that the longterm ROI on it is a lot bigger.

Speaker 3: 00:39:35 So they're for three 50, they'd be like, yeah. Or you could say it's two grand, right? And then they'd be still like, yeah. Because they know the longterm effect of that. So, um, yeah, I just think it just has to be the right company. You know what I mean? Yup. Yup. And that's why I just keep turning people down or you know, a lot of them, I just won't even reply to some of them. I'll send them and, and in my mind that this, that number scales on a lot of things. So that's probably, that was a while ago now. And that's on the low end of what I would charge now. But things like how much I like you. Yeah. And how much I like your product. I'm going to change that number drastically. Right. And then other things are, how much time in my video is it going to take up?

Speaker 3: 00:40:16 Because that's what my view is care about. So that's what's worth more to me, how closely the product was aligns to the subject matter of the video. So actually to be fair, you know, there's this thing for artists and everyone that's, you know, never do anything for free, always charged money for it. I kind of disagree with that. I always get value if you're giving value, but that really doesn't have to be money for me always. As long as it's with the same. So there's another company I'm doing something with, uh, and I've never once said, yeah, sure, I'll see me one of your products for free. And then I will mention it in a video. Never. I hate that idea. Like whatever your product is, if I wasn't actively looking for it beforehand, your products with this much for absolutely $0 million. And that's if people are looking to do the opposite for this.

Speaker 3: 00:41:11 That that is a really annoying, frustrating thing is there is a creator, Oh, send you my ex and give it to you for free, which is with $3,000. So that should, you know, I don't, that's not waste anything. Right. And sign that. Right. I'm just a brand got in touch with me a little while ago. Uh, I love this stuff so much. There's something I actually cared about, something I'd actually want to buy. So yeah, sure. Me one, I'll work it into a, a loose relationship with the video and give you a shout out for it because I think you'll that cool. Yeah. So [inaudible] scales so much. Ah, another thing was a company actually wanted me to create a series to put on via channel. Oh, okay. Um, so that some, the, the value of what that was costing me in time versus the return I get on it, the only reason I was going to get on it was the, the monetary value right.

Speaker 3: 00:42:05 Upfront. If I'm creating videos for someone else, I'm putting them on my channel, then that video, uh, ins for me for the rest of the life of the channel builds the channel. Exactly. Um, you know, so I was quoting a much high number to the name of the darn thing that's gonna work out because I don't think I quite understood that. But yeah, so it's a, it's a huge range for me and because I haven't found the right fit, I haven't done very many of them at all. Uh, someone actually contacted me a little while ago and basically said, I'd love to intern for you. Just blew my mind. Why would you want to do that with me? So, um, and I back and forth about a long time and that the guy, I won't mention his name now cause I don't know if he'd like that, but he proved to me that he was very, very onto it, very good at what he did and stuck in a job that he didn't want to be in this assembly. Um, so essentially we decided that the easiest way for me to offhand something to him was for him to look for sponsorships, will sponsors for me and then he'd get paid a commission. So, so yeah. That's great. That is low hanging fruit for me. Right though it's essentially no extra work. It's not,

Speaker 4: 00:43:22 yeah. It's no extra work and he's going to get paid if he brings you something. Right. That pans out. So it's a win win.

Speaker 3: 00:43:32 Yeah. And it's low hanging fruit for me on the channel in terms of trying to find more value to justify more time. Um, I, I feel like, yeah, it's just, it's just that time for me now to start looking for sponsorship to go back and ask your, your answer your original question about it.

Speaker 4: 00:43:48 Yeah. So, okay. So I guess because you kind of have this momentum now you're, you're having these opportunities, what is like the next 12 month plan? Like what is the next 12 month, you know, runway for you and where do you want to be in the next 12 months? Okay.

Speaker 3: 00:44:05 Yup. So the, the next 12 months for me is all about, uh, finding that low hanging fruit, finding short to mid term goals that, uh, help me monetize the platform in a way that doesn't require a whole lot more effort. So the business like myself as a business is on that, that tipping point right now. But the family's kind of in the same situation as well. I would've still has just gone to school, which takes the pressure off a little bit with daycare. But we've got a 19 month twins as well. So you're busy. Yeah. Yeah. You're busy. Yeah. Um, you know, so there's, there's, if I can, if I can just kind of stay the course for another year, maybe a year and a half, then I've got the opportunity to potentially do this full time. So, uh, the, the first thing is that sponsorship deal, uh, in general, not a specific deal, but the second thing I think is products for me.

Speaker 3: 00:45:05 And traditionally up until now, I have been creating a Mitch essentially a sole just branded, you know, my logo on things. Sure. Through Teespring who are awesome. If you're, if you're considering YouTube that great. The, it's essentially a like a drop shipping drop shipping company create the MOOC to order for you. So once you've set that up, you just forget about it, you know, uh, and the best thing for YouTube is, is that it integrates into your channel. So once you've created the products, your products will actually show up as an ad, uh, underneath the video. So not an overlay on the video. They'll pop up underneath the video, people can click on it, blah, blah, blah, blah. Problem with that as the, the, the, the control over those products as minimal and the margins on those products are minimal because they're doing so much of the work for you.

Speaker 3: 00:45:59 So I've moved into creating my own products, I'm going to say creating my own products. I mean going through the process of finding suppliers, getting multiple suppliers that the private label Amazon. Yup. Yup. Um, so, so that's, you know, these, there you go. Okay. I made flasks, those sort of things. Okay. Uh, and the idea of for doing those products was essentially to, to go through the process of figuring that out. How do I do that? And to then promote those on videos and see if I do promote something in a video that is my product. Will people buy it? And the answer to that was yes. Yes, they will. So the, the mid team to longterm goal over that sort of year process is to now start creating products that people will repeat. Buy. Yes. You know, if you buy a philosophy by one, you're done. So now I've got to find a new V, a new viewer, or get a old viewer more excited to the point where they'll buy a flask. That's all I can do to make money out of flasks and lapel pins and challenge coins and all those sort of things.

Speaker 4: 00:47:12 I think you need something in that's within your process that they would need to buy. You know, I mean, again, ingredients, you know, are you going to make ingredients? Probably not. Is there something, I don't know, but that that would be something that they'd have to, it's almost like a supplement in a sense. They need that in order to complete, you know, the run of whatever their, whatever they're crafting, right? Like whatever they're making. Um, so you are in a space that you probably could find one of those, but I would definitely lean on that versus it just being a one off product, like a flask, just like you said. Um, and, and I think there's a lot of room there for you. And like we were talking for like sponsorships for you. You could, you could give up 100% of your first sale, second sale because if you know that you got a 12 month customer or longer, they're gonna keep reappearing. You know, there's a lot more you can do there with ad spend and all of that stuff, you know?

Speaker 3: 00:48:06 Yeah. And at the moment there's been a little to no justification whatsoever to do any advertising in terms of, you know, Facebook marketing or um, Google

Speaker 4: 00:48:20 [inaudible] and you haven't done any YouTube ads or anything to build your channel. Nothing.

Speaker 3: 00:48:25 Nothing. Yeah. It's just, I find that the more I look at it, the more the least that makes sense to do that, to promote that channel, if that makes sense. Because anyone that comes to the channel because they've been advertised to is just such a lower quality viewer in general, but it's just not worth it. But once products come into the mix, that's a different story. Right. And I can drop a pixel on my website, I can redirect them through EG, blah, blah, blah, all that sort of stuff. Yup. Yup. Um, so there is, there is a few products that I've got

Speaker 5: 00:48:56 sure

Speaker 3: 00:48:57 in minds that I know will work and now it's just the logistics around, uh, sourcing those, getting them set up, making sure that I can in fact sell them across border and internationally. And the biggest problem I have right now is the, the worldwide distribution, especially from New Zealand. So the flasks, for example, costs to the, to the customer are selling them for, uh, trying to convert it back to us dollars or would have been what? $24. Okay. American. Uh, but the, the, the shipping was about 18. Wow. And that was literally, I wasn't, there was no marginal net whatsoever. Where are they coming from? New Zealand. Uh, literally my, my living room, it comes in, I ride it on the, the, the, the parcel. I send it out. I was just trying to, like I said, it was a taste. Um, but then the issue is if I seen distribution to America, then the Kiwis, the New Zealand does get the, the flip side of that, which there's something in me that just sort of revolts against that.

Speaker 3: 00:50:04 I, I can't make my fellow countrymen, you know, I can't, I don't want to screw them over. So then the idea of having stopped, you know, maybe I personally look after logistics and New Zealand, but I use a, you know, a freight forwarding company or a pick and pack operation in America to do that. But then I've got to have stock in both locations, otherwise I can't have it in stock on the, yeah. So that, that's a, that's a thing. That's probably the biggest hurdle that I've got to work out right now. So to go hit on that

Speaker 4: 00:50:34 now, have you, have you, have you experimented with, um, offering like other people's products or affiliate products through like they're like a flask that you really like or a set or a mixer or whatever? Have you done that?

Speaker 3: 00:50:49 Yeah, so I mean, I think pretty much it would have been, well before I talked to you last time, at least two years I've been on the Amazon affiliate program. Uh, I haven't pushed it heavily and is a, it is a goal for me going forward to have at least one affiliate link. And every video that I put up that directly relates to what's in the video. That's not something that's been a priority for me at the moment. I'm making roughly $50 a month on Amazon affiliates, which is nothing. And I know that could be higher. Uh,

Speaker 4: 00:51:25 yeah, cause you could probably go back to some of those other videos that you've already done and you can just plug them in, um, you know, in your description and then probably put something. Do they still allow you to do overlays on the video somewhere where you could, or would it be an end card with a link or anything like that?

Speaker 3: 00:51:44 Um, no, that gets pretty tricky. The, uh, okay. A lot of those things are, uh, approved only. Okay. Okay. The Patrion for example, is approved. You can do it for that, but there's not really any way to add information to a video anymore. I used to be able to do the caption things you can't, can't do tomorrow. Uh, but I can't change the description.

Speaker 4: 00:52:11 [inaudible] that would be good. I would personally like, okay. I've been in the physical product business for awhile now. Um, I've helped people grow their businesses. Um, I've watched friends, um, build and sell. And the one thing I will say, um, is I think you have a greater opportunity rate now to capitalize on the affiliate side of things with less headaches. And the reason why I say that is because when you get into an inventory based business, which I'm, I'm not saying don't do it, I'm just saying like, there are other things that you're going to have to deal with and you, you brought up a few of them just with inventory and distribution, right? But you're also talking about inventory that has to be paid for and that you're sitting on. A good friend of mine, Mike Jackness was sitting on a a million dollars in inventory, um, for coloring books.

Speaker 4: 00:53:04 Okay? He sold his company called color and he was sitting on $1 million. That's stressful. Okay? You got $1 million and it was all pretty much dependent. At least 60, 70% of it was on Amazon. So if Amazon, you know, took his privileges away, he's sitting on $1 million of inventory. So I just think that you have a, a really good, you haven't really tapped into it yet, is like you said, if you have call to action in your video or just say guys, I know there's a lot of products that I'm referring to here. They're there in the description. You can check them all out down there below. That's it. You just plug them in. Like that's a standard practice. You put that in. I can't see how you, how you can't start to get that up to $500 to $1,000 per month in just affiliate sales.

Speaker 4: 00:53:44 As your channel grows, those numbers are going to grow. Um, and also less headaches. They take care of the distribution. Now if you are going to do something that was more of a replenishable, ah, I'd get behind that because now we're talking recurring revenue, right? Yeah. It's worth more than just a one off, just a one off sale. Um, the other thing is to keep in mind, maybe you thought about this, but I'm just going to throw it out there is when you're building this, whether it's a content business, okay, which are you getting any traffic over to your website at all at this point? Is it anything or is it just primarily just YouTube now it's about 2000 unique viewers a month. Huge. Okay. So, and the reason why I say that, the reason why I say that is because, um, you're building basically traffic is what you're building, right?

Speaker 4: 00:54:39 And, um, if you have the traffic and you turn that into revenue, whether that's sponsorships, whether that's, uh, you know, products, um, any of that stuff, you're also building something that could be set, that can be sold down the line. And right now it might not be in your, in your head, but you do need to consider this. Um, because I know, I know what, just your quiet light brokerage, a good friend of mine, Joe Valley, you know, there's content sites that are being sold for half a million dollars up to $20 million, just content sites, right? And so it's something to think about that if you are building this thing out with the longterm vision that you might sell it or you might just sell one part of it, um, as you're building up this traffic and if you start to diversify that revenue, you're going to also make it more attractive to an investor.

Speaker 4: 00:55:30 Um, and I think for you, because you have a lot of things on your plate and you've got family, you've got the business, you've got your job, all that stuff. Adding the inventory into it I think wouldn't be one of my first approaches because it is going to add complexity to the business. Adding affiliate products and being very, very like very precise on what you're recommending, being very deliberate that you're going to be recommending products. I don't know how that can't work, you know what I mean? Like your traffic is there, it's going to increase. Um, I would be really pushing that and I would try to do product-based post. I would try to do more of that. You know what I mean? Like, yeah. And you put up reviews. Yeah, yeah. Like, you know, like, okay guys, today's posts going to be on like the five things that you need when you distill, you know, or whatever.

Speaker 4: 00:56:22 Right. Like that would be it. And I know that you've done some of those in the past, but I'd be more deliberate about doing more of that type of stuff. Um, you know what I mean? Because why not? And it's useful. I mean, I look at products a lot of times if I'm into a market, I'm like, Oh, I got to go ahead and do an unboxing of this cause I want to see what comes in it. I want, you know, I'm, I'm curious about this. I, I, I looked at a microphone the other day. I was thinking about buying a new microphone. I looked at this guy and he was doing like all these different tests to his face and here it is this far away and this, I'm going to buy the mic and I'm going to probably go through his link. You know what I mean? So, yeah, I think you need to get a little bit more intentional about the affiliate side of things.

Speaker 3: 00:57:01 Yeah, one of my, one of those original YouTube friends that I mentioned earlier, he kind of chewed me out about that about three weeks ago. Yeah. Yeah. So every video I've put out since then has had affiliate links in it. And then on my website, Squarespace makes it painfully easy to add affiliate links. You just, you put your affiliate into the, the, the platform and then you just drop up, you know, drop an Amazon box on type of keyword just like you would on the Amazon affiliate. And then it takes care of adding your affiliate to it. Sorry. Uh, and, uh, and it means that it's, you know, like you get a, uh, a product photo romantically from Amazon over, which is great. Yeah. It pulls it in. Yeah. Yeah. So I'm going to push that more and, and anytime I, anytime I drive traffic, you know, so if I, uh, put out the email newsletter, um, parcel on Facebook, anything like that, I always linked to the website with the YouTube video and embedded, um, just to, cause I still get the views on Amazon.

Speaker 3: 00:58:07 Right. Um, but now I'm getting traffic to my website as well. Right. Uh, sorry. Yeah, I will keep doing that and that's something I need to build and that's, that's kind of always been, I've tasted a few times, but I've never really pushed it. So I never really had, um, large success with it. I guess most of the other things that have been successful, it's just kind of throwing things over the wall and seeing what sticks and then running with that. Yeah. No I haven't. Yeah, I haven't really pushed it. I haven't really tested it, so I will, that's something, and you're right, I get, I get what you mean. It is, it's much more low hanging fruit than ever to taste products create products have, I mean, for example, I've got a product that's been stuck in customs since the beginning of December and it's still stuck there. I can't get my hands on it.

Speaker 4: 00:58:55 Well, yeah. And now with this whole virus through China, depending on where you're getting your stuff from, like that's holding everybody up. I just had my partner call me this morning. Like it's a big issue. They're going to hold everything. So what's going to happen, not just to us but to, to everyone that's importing from China, right? Like we're kind of like stuck now. But the thing is is we've got other revenue streams going, right? So it hurts, but it's not lights aren't going to go out. Right. And so that's, that's, that's the important part. Um, but the one thing also, and I know that we've talked about this last time, so like your website like is not a primary focus of like you, I mean you're really driving YouTube and then you're like, okay, and then we're going to post stuff on, on, on the website. What are you doing on the website to publish content on a regular basis?

Speaker 3: 00:59:46 That's, that's changing a little bit for me now. So more and more, I'm thinking of the website as, as you call it, home base. Uh, and then so the, my focus is always going to be longterm as, as YouTube as the main, uh, platform. Right? But in saying that, in some ways I would rather people, what I do rather people go to the website to view that. So every video I put out goes on the website as well. Uh, and then I've got a lodge, you know, backlog of videos from before the website was a thing. So, you know, whenever I've got a, a spare couple of minutes, I'll, I'll start going back through that catalog and adding that as there as well. Um, excuse me. Uh, I've just started a podcast as well, so the podcast lives on, uh, the website and most of the people seem to be listening to the, through to the podcast through the website as well. Um, in terms of actual content that will attract people, there's not much else there at the moment. I just don't have time to, you went to

Speaker 4: 01:00:53 what? Okay. You post the, the, um, you post the video. Is there any, um, is there any supporting texts that goes to that post?

Speaker 3: 01:01:01 Yeah, I've been traditionally, I've been relatively Slack about that. I'll take the same, I've always been pretty good about writing actual descriptions for YouTube, not just keyword cramming. Yeah. So I'll take that text and strip out everything that doesn't make sense for the website. Um, so there's normally, you know, 50 to 300, 400 words that go along with the posts. Uh, as actual text on the website. I'm trying to more, uh, more and more add more content to the website than there is on YouTube. And I'm experimenting with that and it seems of how much extra time it takes, what sort of things that I can put on the website that will then get people from the channel to the website. So, uh, yeah. Oh, there's, here's an extra fee on the website is an extra photo that'll let you see this more clearly. Click here to go on, you know, that sort of stuff. Or, uh, I'll post a graph on the website to show the results, you know, that's that sort of thing. I'm sort of just trying to figure out what extra little little bits that the core viewers will want to see. That is not an obvious, it makes sense for that information to sit on the website, not YouTube, if that makes sense.

Speaker 4: 01:02:13 Right. Well, it could be, like you said, if it, and it's gonna it's gonna require a little bit more work, but it doesn't mean you have to do work. And I know right now the channel isn't like maybe supporting you to hire someone to do full content on, on your website. But I would, I would probably challenge you on that a little bit because what kind of numbers are you getting on? I'm S I'm saying like visitors on um, on YouTube right now a month. I can tell you exactly what, and I'll tell you why I'm going to do this because if you got that same traffic on a website, I want to calculate that and I want to show you, I want to show you what that would look like compared to what's happening with AdSense or you know, YouTube monetization. Um, cause I've got, I've got some, I've got some proof of this and it's, it's something that you might be like, you know what?

Speaker 4: 01:03:08 I think it's worth it to pay someone 30 bucks a post to basically take that and make it SEO friendly, add pictures, make it a resource. So people would want to go there. Um, yeah, I, I do have a, it's right around 200,000. Okay. A month. Okay. So 200,000 per month. And I know this, um, cause we have a brand that, um, is driven a lot by content and it gets any worse from 150,000 to 200,000 sessions, basically visitors, um, to the website. Okay. And in January, or I'm sorry, December, we did $4,700 in just ad money. Now that ad money is just an impression. It's not a click, it's just someone showing up. They don't have to watch a certain amount of video, they don't have to any of that stuff. And it's through network. It's through a network called AdThrive. Um, and so ad thrive, what it does is it displays, um, related ads.

Speaker 4: 01:04:10 Um, on your website. You tell it where you want them to display it and then it basically you get paid per visitor, not per click. Um, or even even as much as like, you know, if someone just lands on there and then leaves, it's still counted. If you have an email list and you send an email over to them and you get a thousand people to go over to your site, you get it paid for a thousand people that visited. And it's generally um, it's anywhere is from, depending on the network, it's between like $12 per thousand up to 25, $28 per thousand. We're actually hovering around the 23 to $24 per thousand. Um, so we're bringing in an extra three to four grand, almost five grand per month just from people visiting the website, not even buying anything. No affiliate link, no nothing. That's pretty cool.

Speaker 4: 01:04:53 So that's what I'm saying. Like you have this, you're great at creating the content on video, which is a lot of work. Why not take that and try to leverage it with text that also supports it people. Or you can hire a VA that would take the images from your video and create like a walkthrough of the different stages. You would even have to do that. And if you spent 30 bucks a, a post, yeah, that's going to be got for a week. You don't get for a month, that's a hundred, you know, a hundred some bucks. Right? Like, so to me that would be worth the investment because that's an asset that can bring traffic in from Google, Bing, Yahoo, whatever that would turn into revenue that would then feed into the business. And you know, if someone was to buy it right now, you took that.

Speaker 4: 01:05:36 And right now the multiple, let's just call it a three X to make it easy, you know? So basically it's, so let's say it's 4,000 a month, 10 that's what a 40, 48, let's just call it $50,000 a year. That'd be $150,000. Someone would pay for just that website just for the tracker. No, that's low. I wouldn't want to sell it for that, but it just goes to show you, you know what I mean? That just can't go to them. Yeah. And, um, it's just, I see a lot of opportunity there and you're not, you're going to, you're going to get more people on the website that might click a link because in the post you're going to have clickable links that are going to mention, like you might be mentioning a flask and as you're mentioning it, you don't say click here, you just mentioned the flask highlight at Lincoln and it automatically goes to your affiliate stuff. You know what I mean? So I see a huge opportunity there, but to you and I, it's, it is work. Right? But I do think that you could have someone probably do that for you.

Speaker 3: 01:06:32 Yeah, it's, it's been on the radar even since the website turned up. And I went so far as to look on a couple of different platforms that are basically VA type stuff. And the problem for me is that home distilling is such a specific [inaudible] a hobby and that because of the background legalities, people are so tight around the information has to be kind of accurate and, and in line with the community, if that makes sense. If you kind of buck the trend in a way that might be seen as unsafe, your people will swamp on you for it. Um, so essentially it's meant that there's no way that I can, like I can't hire an editor for the video, for example. I would have loved to do that ages ago because if that person doesn't understand the stilling, then it's a liability too. So that's the main reason that I haven't done it saying that, uh, now that there's a little bit more money flying around for the channel, I can reach out and, you know, like this guy that's doing the, the, uh, the sponsorship for me, I could pay someone like that to absolutely to write it up.

Speaker 3: 01:07:49 And, and I, I mean, I'd much rather be paying someone like that anyway. Right. Um, that's on the, in the community anyway. So yeah, it is a good point. Uh, I've got some other ideas or on the website that, that are almost a,

Speaker 6: 01:08:04 Hmm.

Speaker 3: 01:08:04 There's not a lot of information out there on home distilling if you, so for example with a beer, if you're brewing beer and you want to know what flavor contributions a base malt will add to that, be it, there's thousands of places that will tell you and graph it and give you perception testing and all sorts of crazy stuff for the stilling. There's nothing. Um, so I kinda, I guess kind of my smoking gun for the website, what I want to hit towards is, is crowdsourcing that information and it lets me create a video to do it myself. And then it gives me a call to action in the video to get other people to do it as well. And then it lets me drive people over to the website to say, once you've done the taste, sign up here to submit your results. But it also drives people to the website to say go and view those results. You know, like, so if you are going to make a whatever you want to try and make an Irish whiskey or you want to make a American Strauss style corn whiskey and you want to know what to put into it, go to the website because that'll list, you know, the flavor contributions from blah, blah, blah, blah, blah, blah. Um, so I want to get into things that, that, uh, take value from what other people are doing. Not to take the value, but to share that.

Speaker 4: 01:09:18 Yeah. Well, and it's helping you create content, which is actually really good content that's useful to your market and you don't, you don't have to be the one that's creating all the content. [inaudible]

Speaker 3: 01:09:29 yeah, I, yeah. And that's the thing. I need to be able to figure out how to set it up so that I can sync it up and then, you know, I don't have to receive the, uh, the feedback by email and then plug it into the spreadsheet and the client, you know, it needs to be automated. And that's what the stumbling block is at the moment.

Speaker 4: 01:09:43 Yeah, yeah, yeah. No, th th again we can talk for hours, but uh, there's a lot,

Speaker 3: 01:09:48 lot,

Speaker 4: 01:09:48 a lot of opportunity here. And I, I think, you know that it's a matter of like managing the time aspect. Um, you know, it's funny, someone in our, our brand craters Academy, uh, we were talking about uh, this exact thing like, you know, like where do you dedicate your time? And he was talking about a rot return on time, right? Like what is the return on time? Forget about return on investment right now. Return on time cause we only have so much time, right? Like I mean we don't want to be doing working on our business every single second of the day, but in the same breath we want to be smart about it. Um, and I, I think, I think you have a pretty good idea of where you want to go. I'm curious to see where it does take you cause like we were talking about in the beginning, there's a lot of different areas that you can go.

Speaker 4: 01:10:31 I think continuing to grow the channel is a must because your sponsorships are going to open up and I think that's going to really help you be able to focus on the other things. Um, but I think you're already there with that momentum, so you might as well just stay right there and keep driving and get to 100,000 subscribers and then sponsorships, they're going to be more at a premium and that's going to free you up so you can spend more time, you know, um, I'm building this out, you know, so let me just wrap up with this, cause I know people are probably wondering, and I'm not sure if you're, if you're okay sharing that, but where are you about right now with monetization as far as like where are your main, where are your main sources that are bringing, um, money that are helping to support the channel?

Speaker 3: 01:11:17 Yeah, for sure. Uh, so the biggest one still patron. Okay. The most consistent. Uh, that's, I mean that's private, uh, public knowledge. It's right there on my Patrion page. Uh, so that is sort of fluctuates depending on, it took a hit after Christmas. People tend to knock these corruptions back up to Christmas. Yeah. Uh, so that's, that's about 900 us dollars a month. Yeah. Uh, it's, it's, uh, it's humbling. It's flattering. It's, um, absolutely and utterly bizarre, but it's amazing. And, uh, and it lets me, that in and of itself is what allowed me to go to America and do these other things. That's what allows me to just say, screw it. I'm just gonna order, you know, $400 worth of ingredients for one video, you know, and just do it without having to stress about spending the family money. And so that's, yeah. I can't think of those guys unless they're amazing.

Speaker 3: 01:12:15 Um, the second biggest at the moment is probably a fight between, uh, ed itself. And then the, the new products that I'm selling on my website, the, the Teespring stuffs, maybe, you know, a couple of hundred bucks a month. That's still okay. Um, yeah. Oh, and, and those little things add up, right? You take, you take a hundred, couple hundred bucks from that, you take 50, 60 bucks from Amazon, you start putting all these little things together and not meaningful. The products from my website, they went out right before Christmas and I got held up and couldn't really do a proper launch before Chrysalis. Uh, but sales went pretty bonkers. I sold much more than I thought I was going to, but then it's dropped off to nothing in January and it's just starting to pick up again now. So I don't know what my baseline is going to be like for that. It's looking like it might be more than ed since by I, I can't be sure. So, uh, AdSense is anywhere between five, $600 a month up to, we're not to one and a half grand a month, uh, over the Christmas period. Um, yes, I'm thinking my baseline is going to be sort of 500 and then on a good month it'll, it'll go up from there

Speaker 4: 01:13:33 and I think it'll continue to go up as, as the channel grows, you know what I mean? So, um, I, I think, yeah, I mean it's great. I mean, the last time we talked, I think you were just about a thousand, maybe a touch over. So, uh, yeah, you're, you're definitely growing and increasing that and I think, um, a sponsorship will really just put that up up to the next level where you can charge. Like I said, I mean I'm thinking, I mean you could charge a grand. Um, and I think that's someone that has the right products, the right brand and one that you aligned with would be willing to pay it. Um, you know, and because it's, it's their audience, you know, it's, it's who they want to get in front of. So I think that could definitely, and then I think the affiliate stuff, I think that's low hanging fruit too. I think that's a no brainer. It's not going to take you anything. Have you, have you looked at any other affiliate programs other than Amazon for your market?

Speaker 3: 01:14:26 Uh, no. Uh, the one other one that I did look at was Ali express because generally, uh, Amazon, this is pretty localized to America and that is where the body of my viewers are. Uh, but for those people that, that, uh, just can't get product from Amazon or you know, they're in a region where there is Amazon, but the product is pretty thin. Ali express seems to be the go to. I've never really got around to actually setting it up. I just, something about that doesn't quite feel right to me. Um, I think, I think what I really want to do is, part of the reason that I've been turning down sponsors is that I don't want to, uh, I want to wait for the right one and I, I very much would like to create longterm, ongoing relationships with people. Absolutely. I would rather, I'd rather get $1,000 from a sponsor over five videos, uh, knowing that we had eye to eye and that we're going to go forward. Yeah. Then get $1,000 from a one off yeah. That they're gonna pay the money and say goodbye. Right. You know? Um, and, and I say that because that's the sort of affiliate thing that I'd like to set up as well. I'd like to do affiliate with people that manufacture products that I'm never gonna manufacture. People that, um, you know, the, the local Homebrew stores of the world, things like that. That's kind of, we, uh, other affiliates might present themselves. Uh, yeah. So I haven't really played with anything else. No.

Speaker 4: 01:15:58 Yeah. And again, the reason why I'm saying that is I actually, I went through an example with one of our, um, our Academy members. And, um, we stumbled on an affiliate because we were looking at another competitive or competitor of theirs and they were selling products and the products that they were selling were on a completely other website. And the website was like, just, let's say it was in the garden space, it was like a garden wholesaler and they had a 20% affiliate program. So it was like, you get 20% of anything they sell. Why would you want to launch your own products? I mean, if you're making 20% on your own product, after all said and done, you're usually happy. Um, you know what I mean? So no had a full catalog of products at 20%. I'm like, that's a no brainer. So yeah. So I would just again be, be looking for those. Um, and they're, they're out there. You just, you probably have to do a little bit of digging. Um, but that would be a great thing for you because then, you know, instead of making four to 8% on Amazon, you'd make 20% on, you know, on a sale depending on what type of product, you know.

Speaker 3: 01:16:55 Yeah, totally. And I think that's going to come part and parcel with the sponsorship stuff, right? So if, if, if these people that we're actively looking for that are potential sponsors, those are the people that are potential affiliate link people as well. So it's kind of a, it's just been something that I just, I just haven't had the bandwidth for sort of super stoked to get this guy. I'm calling him for the next time next week. I'm super stoked to get that up and off the grounds and, and you're right, you know, like the idea of just being able to make 20% on something yeah. For essentially nothing. Right? Right. Other than the crazy hard work that you've put in for the last three weeks, you know, that that's what he the right to do it. Um, but yeah, you're not sitting on stock, you're not stressing cause things are stuck in customs. You're not worried about um, you know, production malfunction. You're not worried about returns or all that sort of stuff. It is, yeah. Pretty attractive. And they look into that. There are certain people in the distilling industry, uh, two of which are actually flying to New Zealand next month to hang out and make some videos to give us. So that's really exciting. I might be able to see something up with, you know, being for example. Yes, that's an exciting time. Scott, we're going to wrap this up.

Speaker 4: 01:18:17 Like I said, we can go on for hours. It let, let me, let me end with this. Maybe anyone right now that's maybe just getting started in this creating content, you know, either it's on YouTube, whether it's on a blog, it doesn't really matter. What would you say is, because you've kind of, you've done it now, right? What would you say, what's the most important thing that someone should be considering when creating content for their market?

Speaker 3: 01:18:46 Consistency. Consistency first. Uh, and then quality of product second. And I only say that because, uh, I've seen almost no one that will create a subpar products, but do it consistently. I've seen a lot of people that will create content that should be kicking ass and taking names, but isn't because it's sporadic. And I think deep down people know which they are, right? They know that there are people that get excited and do a good job, but then they've run their sprint and then the game's over compared to people that, you know, half ass things and just keep going. I people know that themselves. So I think that's the biggest thing and consistency. Donna's better than perfect. I love it. Yeah, you can always, you can always, uh, reflect on what you've done and find ways to improve it. But at the end of the day, when you're starting this out, it's going to be a side hustle thing. It's going to be something that you don't have time for. Pick a schedule and then make that your religion. Don't miss it for anything. Yeah.

Speaker 4: 01:19:55 And, and so, you know, I mean, you've been on YouTube for a, for a while now. Um,

Speaker 3: 01:19:59 is that important for the YouTube algorithm is consistent? 100%. Yeah. Yeah, yup. Yeah. Okay. I should be putting out two or three videos a week if I really want it to be cashing in on that. And honestly, that's part of the podcast to me. Right. So I can sit down with someone on the podcast and record two hours of audio, you know, it's a, it's a chill podcast. Uh, I can put it out as a podcast and then I can chop that up into YouTube slice bites and then sort of cross pollinate between the two. So I can take the recording video of that too when I can.

Speaker 4: 01:20:33 Okay. Yeah, I would say that's important. Even like this here, right? Like will most likely publish this on YouTube. This is going to perform better than if I just took the audio, which I do. Um, and put it on YouTube because YouTube people don't necessarily, which I do do that and people still do tell me, I found you on YouTube and I listened to you on. I'm like, okay. Um, and um, but I do know that video where people can actually see the people talking and conversing it's going to perform better. It would even probably perform better if you and I had two different camera angles and we had a switcher that was switching between the two to keep that changing. Um, but again, you know, yeah. And all of that fancy stuff, but it, this going up versus nothing going up. This going up is going to be better.

Speaker 4: 01:21:18 Right? Like it's just like Donna's. Yes. So, um, I think that's great though with the podcast. Cause I do think that people would want to sit and listen to you guys talking about this because they're passionate about it and they want to just be constantly listening and learning and um, and hearing the stories and uh, and having the different guests come on. And, um, I think, I think it'll do well. And I think it could be another Avenue for you to do again, sponsorships, because now you have another platform that you're gonna be leveraging. So I love that.

Speaker 3: 01:21:48 That was literally the idea for it. Yeah. Because I think sponsorship fits more naturally into a podcast. In some ways. It's less obtrusive. You know, if you're, if you know you're in for an hour or two hour podcast and there's 30 seconds of ads at the beginning, then it's nothing, right. 30 seconds of ads and a five minute video is as a different thing. Totally different thing. Yeah. And second, it's just nice to be actually be able to talk to people and not have to edit it to oblivion to fit into a YouTube attention span. Right. And with a technical hobby, with a technical craft, being able to talk to someone and really figure out what they're saying and get down to the nitty gritty. That's, you know, that's gold. So,

Speaker 4: 01:22:32 no, I love it. Well, Hey Jesse, thank you man. This has been awesome and it's been, it's been a little long overdue. I wanted to get you back on. I kept saying, I gotta I gotta message Jesse, I got a message. Jesse, I referred to you quite a bit because I talked to a lot of people now about the 52, I call it the 52 X challenge because you basically, you created that. You basically said, you know what you did because you, you said that to me. You know, when we got on, you're like, I just said, you know what, I'm gonna do 52 weeks and whatever happens, happens. This is my targets. If I do it and it doesn't work out, then it doesn't work out. I'm going to do it for 52 weeks. And you committed to that and here we are. So, um, I want to thank you again for sharing everything.

Speaker 4: 01:23:09 And, um, I'm going to probably get you again, uh, to come on for brand creators Academy and we'll do a little private session there with my members and talk a little bit about YouTube stuff and we'll dig a little bit deeper into that area. But again, I wanna thank you man. And um, if there's anything I can ever do for you, you know, I'm here to help ya and I want to see you just take this thing to the next level. So if you have any questions on that, you know where to find me. So once again, man, I want to thank you. This has been awesome. Awesome. Thank you. You can spend it on as the owner. They'll be on the, on the podcast again. All right man, keep on distilling brother.

Speaker 1: 01:23:48 All right, well, Hey, that was awesome. I had an awesome time just talking to Jesse and really digging in and I hope that you did as well. And if you're listening all the way to the end here, this was the longer episode. And the reason is is because, well, we had a lot to catch up on and I love digging in so I wasn't going to just say, Oh, time's up. We're done. So I hope that you guys got a ton of value from this, but the one thing I really want to highlight here is, see when Jesse started, he wasn't starting his, his journey here is, you know, journey in the content creation world. He wasn't saying, I'm going to go ahead and I'm going to have 100,000 subscribers next, uh, next year, right? In 12 months. He said, you know what, my target is going to be 500 or a thousand and I'm going to work towards that.

Speaker 1: 01:24:32 And you know what? Then we're going to go ahead and we're going to see where we are in a year. But he committed to the year he committed to the 52 weeks. All right? And because of that, he surprised himself because he stayed consistent. And then from there he's like, wow, I've got 15,000 plus subscribers year one. And then he's like, you know what? I'm going to keep going. So do you see how that builds momentum? And then that actually fueled him to be able to want to do the next year and now sitting on 47,000 I think eight 900 right? Next year at this time, we'll probably have to have him back on and see where he's at. I'm going to guess he's probably going to be over 100,000 because he's growing really, really quickly right now and that's what happens. But the one thing I really want you guys to take away is that you got to take action, right?

Speaker 1: 01:25:18 You got to commit to it. You got to put a little bit of work in here on a consistent basis. It doesn't have to be eight hours a day. It just has to be consistent, consistent progress, consistent action. And that's how it's done. All right. So hopefully you've been inspired by this, but you've also got some ideas on what you can do and if you are thinking to yourself, you know what, I want to build out my brand, I want to, I want to do this content thing, I want to get traffic and then I want to diversify my revenue streams. Well the first thing that you need to do, it doesn't matter if you're a seven figure business right now selling on Amazon, cause I got a lot of those people too that, that are uh, are in our brand creators Academy and just people that follow along and they want to build the external side of things. And if that is you, no matter where you are, then I would recommend going through our brand growth validation checklist. And you can find that by heading over to brand creators.com it's the exact process that you're going to want to follow if you're looking to diversify your traffic and diversify your revenue. So definitely go check that out. It'll get you set off into the right direction. All right, so

Speaker 2: 01:26:24 that is going to wrap up this episode. As always, remember I'm here for you. I believe in you. I am rooting for you, but you have to, you have to come up. Say it with me. Say it loud. Say it proud. Take action. Have an awesome, amazing day. I'll see you right back here on the next episode.

Speaker 1: 01:26:47 Hey, before you go, if you're listening to this right now, you are one of those die hard TAs, the amazing seller podcast fans and I truly, truly appreciate you and I would love it if you would let me know how this podcast has helped you in one way, shape, or form. It doesn't really matter. I want to hear what are your small wins? What is something that this podcast has helped you with and how you can do that. Just head on over to iTunes and leave me a review over there. Let me know over there on iTunes, I read every single one of them and it really does feel good to know that we're connecting to each other. And the last thing is if you haven't subscribed yet to the podcast, make sure you do that way there. You never miss one of the upcoming episodes. All right, so that's it for now. See you soon.

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