I'm here with Sean Cannel of Video Influencers and Think Media and we are
gonna talk to you no matter what level you're at about growing your business
using YouTube to get your first 100 thousand subscribers and your first six
figures in revenue welcome to the sunny show for the bright
side of being your own boss and building o life how did we do it and what was the
process from start to finish so let's dive into that how do you feel like
you've progressed and evolved yeah I think for me I'm looking back now I look
at it in seasons of really the side hustle season the solopreneur season and
the scale season which is we're kind of both and now we're we're scaling our
businesses and I think that most people and if they're watching they're aspiring
to maybe be entrepreneurs make money online figure out a way to create a
business around their lifestyle that was definitely my dream and my passion and
if we take it all the way back it actually was a spark that was kind of
started a lot of by a book called Crush It by Gary Vaynerchuk and I read that
back in 2009 and I started to dabble on YouTube and what I discovered was the
combination of YouTube and affiliate marketing and so being a video
production person myself have been doing video since 2003
I just took my passion and started talking about what I knew about online
helping people find cameras lighting microphones whatever it was but because
of doing YouTube and affiliate marketing and doing what you teach a lot which is
helping people rank videos right yeah I was getting these videos that would show
up around search terms and then people would click products but you know what's
funny is before I even did tech I actually did a video called gift ideas
for him oh so I have a whole channel just my Shawn candle channel I don't
really do much with it now but it gave me a place to experiment just get
started and I really recommend that people do that if you don't know what to
do experiment and test first experiment and test yeah and what's funny is I also
like to say I have a couple YouTube channels that really didn't work right
helped me get to the one that did or the two that did and so that experiment
though even to this day I think if you type that in it still ranks like four or
five it has almost a million views and all I did was gather up some things from
around the house some headphones some books whatever I think that you know to
give people some ideas for their husband their father their boyfriend whoever
gift ideas for him and it was all affiliate links and then I was like wait
a minute we're making five bucks online in a month Oh in a month but still yes
that's amazing it's like proof of concept and it was like 25 a month later
yeah we just continued to scale that and while that is not you know life-changing
by any means it really is because as soon as you make your first dollar
online you're like it's like a it's like a light bulb goes off all I need to do
is scale this was the first time you ever just like had that aha
similar content so I created a video I actually my first business was an online
magazine and it was for men written by women and one of the first videos I ever
created was about Valentine's Day ideas and that video started ranking I was
like oh my gosh where's all this traffic coming from and stuff didn't really
think anything of it it didn't really go back to it but with that business
because of the traffic that we had accumulated and it got a little popular
I remember selling my first ad on my website yeah
and it was about $500 yeah and I was like oh my gosh I've made it yeah
completely this is Christmas every day yeah so it really does change everything
because you have the proof that you're able to do it whether it's five dollars
or five hundred dollars you know that it's possible and you know that you're
creating something that people see is valuable
yeah so to give some context we're gonna kind of go through each of those seasons
and you know where you need to start with your YouTube channel and building
your business using YouTube all the way up to the state that we're at now I have
a crew I have a team who helps me produce my videos but kind of like
taking it back to grassroots of where you actually start and for context let's
just say you know where are you at in your business today versus when we first
met a couple years ago yeah well today in our business were
actually but like a seven-figure annual per year business six team members based
in Las Vegas and that's actually just my personal business think media over a
couple years think about that and I know you're doing similar things yeah it's
funny how how it's been very aligned like our growth has been very aligned
and yeah same same situation we're at a place where we now have 17 members would
you playing our revenue last year so we're in really good spots and very
similar spots but it's really important to remember that we started from very
humble beginnings completely and I think one of the biggest mistakes that we see
people making online we were talking about this off-camera is is really we
listen all these different people we follow think about the other people you
follow the business gurus the entrepreneur gurus whoever and people
are dispensing advice but one of the things that I think we all can sometimes
miss is that it's contextual advice yes that if Gary Vaynerchuk or whoever Marie
Forleo is is saying something sometimes they're saying that from a perspective
of they've got 700 employees they've got unlimited money in the bank they've and
so if they're saying this is what they're focusing on that's not
necessarily what you should be focusing on because it depends on what season
you're in a lot of aspiring and online entrepreneurs are in that side hustle
season yeah and it's funny because both of us were have built our businesses in
similar ways leveraging the power of YouTube has a search engine yes where
traffic and the reason I love YouTube the most was because all these other
social networks they're great and we do some course invest energy in them but I
kind of consider Facebook you know Instagram Twitter snapchat these other
platforms they're not search engines and they're kind of like the social media
hamster wheel yes 100% I kind of call it like the viral platforms versus the
value plot for sure I see YouTube as I wish everyone in the world could
understand how amazing it is it works for you and it's this long-term play and
I have videos that are bringing me hundreds of leads every single day yes
so I know I'm not doing anything yeah I post it I did the job I created value
I'm getting leads from it whereas for other platforms it's kind of like you
gotta strike while the iron's hot post content hope people see it hoping you
generate some business from it and the demand they say like you know to be
relevant on Facebook it's four times a
day yessuh gram it's twice a day the cool
thing about YouTube and why in the side hustle season I loved it was because I
had a full time job I'm trying to balance family I'm trying to balance
even other side hustle side work and build my youtube channel my online
influence my business on the side and so I would
focus on trying to put out quality videos but I couldn't even do them every
week right I might have been I might have been able to do like three in a
month but then I would go dark for like two months but because they would rank
and search then I could get as the line I still from you all the time views
while you snooze yeah you get views where you snooze which is cool because I
would I would be at Red Robin waiting tables on the cob up right and and I
would be thinking and I'm getting views though like even if any day people are
discovering me for the first time and so I'm here Wayne tables making tips I've
also got even if it's slow my business is growing online yeah absolutely and
that's really the beauty of YouTube and I think it's so important to say that
because it really is easy to know you know you know preach consistency and if
you're at a certain level you need consistency but if you're in that side
hustle mode for YouTube I think it's all about quality versus quantity mm focus
on creating videos that you know are gonna get picked up in search and you're
using the right keywords and you're focusing on you know frequently asked
questions from your audience that you've heard me talk about tell them blue in
the face that's what you want to work on and create videos that will work for you
for years to come I totally agree and I've heard it said
that YouTube is kind of like a Content library yes and a library is full of
books books take time to write books are organized books are thoughtful
you know snapchat Instagram stories those are like pamphlets yes they're
like flyers they get thrown away so even though you don't need to write a book
every YouTube video I do like to approach it with an intentionality to
create something that can work for you just imagine if you think about the
video you put out it's gonna be viewed three years later
you probably want that to be yeah it's not only how you approach it but also
how much you're willing to put in upfront yeah I had that unlock and I
know you did as well to say this is a lot of hard work and early on my name
when you're in that side hustle season you're not getting the return on
investment of your time your energy or your money based on the effort you're
putting in it's always heavier upfront heavy lifting yeah but you can do that
because you have that commitment to the vision of what's possible I'm gonna do a
really great job on these videos now because and even if some of them don't
rank some of them might not last because if a few dude
could change your whole life it changed ours it just seems one doesn't think I
have one video that went crazy and it ended up in the first page of Google and
that video alone has brought in so many new people to my tribe to figure out who
I am and then they become customers or clients and so it's really understanding
that I like to treat each video is this individual traffic machine basically
powerful I had last year had a viral video and same thing commitment to the
Dania and day out weekly process sometimes it's not that sexy it's not
that glamorous but one just got knocked out of the park 2.3 million views are
you talking about your iPhone video yeah that it's just boom all the sudden and
you don't know which video was gonna be no but she committed to consistency and
I committed to creating content that I knew my audience would actually care
about that's powerful that's really what it is so I think it's important to
understand if you're in that side missile phase focus on quality versus
quantity don't put pressure on yourself to be doing something every week if you
can that's amazing but really focus on having these
individual videos that are gonna work for you for years to come and the other
piece of that is let's talk about the tools that stage so for me I've got
started with a webcam a window for natural lighting which I still love
natural lighting yes my favorite lighting yeah and I had a stack of books
as my tripod and I would just sit in front of my window in my apartment on my
couch and film and literally was wearing like pajamas from down here and I was
wearing you know something nice up top just so I looked somewhat professional
so that's how I sort of what were your tools when you first got started so I'm
not probably a good example because I am a video guy and so I would I've been to
a video production since 2003 but I think I would speak to people in my
tribe in my community actually Heather on my team she's our operations officer
but she has a home school channel and she's doing exactly what you and I teach
about ranking videos and same thing her homeschool channels like number eight on
her list to do right she's got family she's got her kids she's got our
business she's got everything she's working on but she just started with her
iPhone and she just started shooting on her iPhone but sunny her Channel she's
only put out about 23 videos and she hates when I talk about this cuz she's
been doing it for about a year so not even one a week right and her channel
doe 7500 subscribers a quarter million video views yeah iPhone
getting started because the reality is especially in the side hustle season but
it's true almost in any season is that it's never about the camera it's always
about the content yeah you know the content value is infinitely more
important than the production value yeah absolutely and I think people get so I
really do see it as almost like a limiting belief when people are like
what camera do I need what lights do anything it's more so just you being
afraid to put yourself out there than anything so it's really just starting
and trying it and hoping for the best and then you get comfortable and then
you can do it more consistently so that's a great example so iPhone when
it's that like side hustle season for me it was watch at webcam and for you
obviously was different cuz you're a video guy and we can talk more about
those more impressive tools in a second but yeah so that's really side hustle so
then we go into the solopreneur yeah season so let's talk about that yes the
solopreneur season for me started actually just in January of 2016 and
that was about the time where finally we didn't have clients anymore we didn't
have like agency work or whatever anymore it was all YouTube an affiliate
marketing actually only and it was a different season because one you know
maybe note if we went back to that early season I also would run and whack you
know mention the power of focus you definitely cannot do everything and you
can never do everything but the power focus you know so many people are like
you need to be on every social media platform that will kill you if you're in
the side hustle season when you move into the solar printer season I realize
we have a little bit more time I was still like pretty much just me and and
just kind of going all-in for about eight months before I could on board
some people and and so in that season it was still the power focus but now I
could deploy a lot of energy and so it's hustle every season but I found a new
level of hustle in that solopreneur season that like you have to wear every
hat you just are wearing everything you do and I think it's interesting how I
kind of like visualize that solopreneur season is that you're kind of halfway up
the mountain so you've built you've built momentum you're already halfway
there you don't really want to turn back and you feel a responsibility because we
have clients you have customers you kind of built something so if you stop you're
letting people down so obviously have to be aligned with it
excited about it but like that's really the solar pretty where so it is it's
kind of like you have no choice yep but to just hustle and you will get
through it we did yeah and you get out on the other side and go oh my gosh now
I can now I know what I need to do and how to do things now I can teach other
people to take that off my plate and actually scale yep and so I think of
some tips for that solopreneur season is that even if you can't do it yet because
some people say we say you should get a team you should get a t-shirt but you
might be like I don't have I can't I don't have money for myself let alone
somebody else you should still be thinking about a team you should still
be looking for a team yeah and actually I mentioned you know we were so lone as
far as YouTube creation of content you know writing emails doing all the social
media was all me but one person that did come on was Heather who's now full-time
with us and actually our initial conversation though she started saying I
could help you create some courses I could help you do some things where I
just didn't have the confidence to do that alone and sometimes to go ask well
how'd you guys meet I think part of the reason we met was because of committing
to excellent content or that attracted awareness because she saw what we were
doing online and was interested in getting involved she sat down mentioned
some of her skills and I said wow you're perfect we need to work together I can't
pay you Ella I'm sure everyone watching this news to
Ayla is my right hand she's my unicorn when people ask me how I found her I say
she came from heaven and she'll get really embarrassed about this too but we
met yeah and I was at that breaking point of being a solopreneur where I
needed help we were introduced through a friend I will never forget the day I met
her and I sat down and I was like you're it you're hurt sorry I can't pay you
right now I need you to intern for a little bit and then I promise you like I
see this for a lifetime relationship between the two of us to grow this
together I promise you I will reward you when I can and that's been the case
she's been with me now for almost three years and she is the greatest thing
that's ever happened man this is so weird intentionality I think you should
know what you want start architecting start dreaming and mapping out even
journaling the ideal business even if it can't all be a reality right now because
if you don't start talking about it right now you'll really
never get there you have to visualize it in order for it to come true and so what
I did was I when I first knew I needed to hire somebody I wrote down a list of
the things that I just wasn't really good at and it was taking so much of my
mental space and time and it wasn't my genius own and those were all the first
things that I sort of trusted and allowed to take over and I do believe in
that growing together and something else you said when you're thinking about
hiring a team from that solar newer phase is you want to make sure that
you're working with people who already sort of bought in to your brand
yeah so pretty much everyone on my team now knew of what I did beforehand and
was bought in and bought into the mission and the vision of what is for us
our vision which is really empowering people to shine and creating those
success ripples so we can help people grow in their own terms and be their own
boss and build their own life so you have to work with people who get that
and for me it's always about personality and drive and willingness to learn
persons needing to know everything completely that's what we say too we say
character and chemistry like that the person's gotta have integrity they gotta
have character they gotta have chemistry if you don't vibe with them these are
people you work with especially we have home businesses we work from our
apartment in Vancouver you know but you're gonna buy with these people all
the time you want to have chemistry even if they have the greatest skills in the
world but you hate being around yeah you don't want them on your team and so
those are the first two things competency I think it's more like a
willingness to learn because the crazy thing about our industry we were just a
traffic in conversion here and the reality is you can't even know all the
skills you need no no way if you feel discouraged right now by you feel like
man I wish I knew like what sunny knows and I wish I knew here's the crazy thing
is like in in six months you don't know what you need to know I don't it's such
a fast-paced world if you have to continue to learn and I think that's
where growing up from the solopreneur phase to scaling the business is really
where you and I have the time and space to do what we need to do to be on top of
those things absolutely when you're in the hustle of doing everything you
really don't have that time in space so that allows us to continue to scale and
grow the business because we're staying on top of it yeah and I would say to
really thrive in that solopreneur phase the power focus matters in every face
but it really matters there because now all of a sudden I had all this time I
could do a million I think the key is to find one thing
that works and to work it until that can scale to enough revenue that you can be
in the scale season who began to hire it if you start spreading yourself too thin
shiny objects you're like I should create a course but I should also be
getting sponsors for my podcast and I should be doing affiliate marketing and
I'm gonna start coaching and I'm gonna start doing client work and I'm gonna do
all this stuff and there are all trickles you kind of need to get that
geyser yeah focus on that because that's the thing that will be your ticket to
the next step so true there's a really great book called the one thing if you
read it yeah okay highly recommend it it talks about focusing on that one thing
and using that and it's similar to in business I always talk about YouTube in
that way too is like you focus on the one platform that's gonna give you the
biggest return and it grows everything else and then you can branch off me like
I want to have my Instagram game now so that's something to remember too you
don't have to do it all in every sense in business and in social and whatever
else you just really have to put your momentum and effort into that one thing
is that's gonna work for you everywhere else so I think to recap the solopreneur
phase I think it's at that point you want to be a little more consistent so
ideally if you do one video a week which is what I was able to do just sit in
front of my webcam and what I did to help me stay consistent was I would do
four videos at a time so it sit down for about two hours a month and I do four
videos at a time and if you can't do two hours a month to create these four
videos that are gonna work for you for years to come and bring in leads for you
you got to reevaluate so I knew it was gonna grow the business so I committed
to it and that was my one thing that I really focused on that's super powerful
and I love what she said because by focusing on same thing I focused all on
YouTube and to the neglect of my Instagram of my Facebook but what's
crazy is now today those things are growing so fast but because one thing
grew big enough you got the influencer there so you could shift audiences
rather than trying to build a bunch of things at once yeah and your energy
you're overwhelmed or stressed yeah so yeah so now we're at the stage of
scaling we're just continuing to grow the business we built the authority
we're seen as experts which is awesome we have these amazing communities so
thank you so really at this point I am now which
is incredible and hopefully a little inspirational for you if you're
and you're in that side hustle phase I started at the side hustle I had no help
it was just me went to the solopreneur still filming by myself and that built
my business those those 101 video week for two years built my business to a
place where I now have a team of seven people and I have a crew who helps me
with my videos and makes them look as great as they do and I'm able to focus
on everything else in the business as well that puts me in my zone of genius
and makes me you know even further as an authority so scaling your business when
you get to that point it's time to really invest in up leveling everything
which we've recently done with the videos and our set and all of that and
that's when you really have some fun with it I think I totally agree and you
know I love what you said investing in uplevel and everything if we even just
go back to that side hustle season I do think that once you hit that and this is
true for every season that what mistake entrepreneurs make is as soon as you
have a little bit success you kind of get crazy
and I think that what I have always tried to do and on our team is whenever
we've had success we tried to reinvest it back into the business and sometimes
that's back into the brand you've done that back into up levelling gear and so
I would definitely say as soon as you when you start making some income some
revenue there is something about getting better gear hiring somebody or just
contracting somebody even solopreneurs maybe hire out a videographer yeah maybe
something like that or you level up your camera level up your lighting because in
today's world it does help your brand it can help you stand out to have crispy
video have the good lighting start thinking about your set but as we get
into the scale season it's funny even just this year we cover CES that's when
we first met you know years ago and we did our first video influencers
interview but that that we even started thinking about like merch
we even started thinking about like how's our brand standing out and the
reality is is again I feel like that could be a shiny object for people I'm
glad I wasn't thinking about that I was kind of just bootstrapping scrappy
solopreneur yeah just trying to get it done but then once I started we had more
revenue a little more time being in that more mastermind position as we moved
into team on that scale season I started thinking how
we make the we just shot CES and all 4k amazing really crispy like great video
quality you know yeah and we start you know got a little merch so we showed up
as a crew we see more professional you know all this kind of stuff we have
business cards and you know I think it's so funny because even like we have
business cards for a couple years not that you need business cards who even
uses business cards and what you need them at CES for some reason at CES
that's like they'd said you need them be good but but whether that's your website
whether that's I think you really even at every stage want to be committed to
done is better than perfect yeah but again you know more so that as you as
you move on like trying to think about how to level up and that's what we
definitely did and investing investing in our set we're changing our house now
we're best thing in building it out you've built things out home studios
podcast microphones and so when you get into that season I think you want to how
can you make your brand stand out from other brands maybe you need a refresh
and overhaul of your brand and not also keep in mind can take time as well and
can allow you you know this space to kind of walk away and I've done this
I've taken you know a month off to really just tune into what it is that I
want to do with the business and the brand and how I want to uplevel it and
then execute so don't feel like you have to just keep going to keep going I think
it all comes back to having the intention of what the greater vision and
mission is and then sticking to that and executing on it moving forward I agree
for scale I think probably the biggest things if we just thought about a couple
actual things I think paid traffic was something that became a big that's
something that scales but it's hard to pay for traffic
it really isn't it's kind of like which comes first the chicken or the egg but
never you know because you like you need to pay tit for traffic to actually make
revenue but you don't have revenue to pay for traffic but when you get to that
scale season that's another way to reinvest rather than spend your money
here or there we thought man we could reach more people by paying for facebook
ads YouTube ads I think also investing in even things like this yep
you know I there was this is my first trafficking conversion you know and I'm
all about investing in big events and plane tickets and so on and so forth but
sometimes you might feel that you're like I wish I could go to that stuff
well I remember watching a lot of free stuff
I remember buying tickets to just the online recordings or the online webinars
but at every level leveling up that education and investing at a higher
level I think I think we definitely know if
you need help with the tools as well because I know you have a lot of
recommendations when it comes to tools there any overarching right now like if
you're in that scale season you want to invest in good in good cameras what
would you recommend yeah I think I definitely check out think media the
channel and it depends I think that for like 4k content which I don't think
people need to do but it is definitely like the premium I think Sony cameras
right now are pretty impressive some of the Sony cameras even the a 6500 other
ones that are coming out but I think that most DSLRs what do you shoot on
right now do you know Sony something yeah could you tell me and no jury's
gonna add a best year as my column jer-bear he's my videographer and editor
and he's incredible with media and so he's up leveled our gear every step of
the way as well so I went from the Logitech webcam to now we're using some
Sony camera that looks awesome yeah and so definitely I think Canon Sony there's
a lot of good gear there and and some of the basics that Sonny teaches so well is
also that the most important part really a video ironically is lighting an audio
you're good yeah and so if you haven't maybe invested in a good light kit even
the one there's one that $75 that I love and that's over on my channel too it's
the evening on Amazon there's also one that's about five hundred dollars like
an LED kit that's really nice and so that's that's it's within reach and then
you know good microphones and you're good to go well and we'll put links to
of course your Channel and also to the lights that you mentioned sure sure the
description so you guys can check them out thank you so much hey hope you guys
found this valuable if you did put vos in the comments below and let us know so
before you go we did this on your channel about lightning round and I love
doing these so I have just three questions for you so first question what
is the best piece of entrepreneurial advice and mentors ever again we've
given you that's super hard I got a lot of good advice but I think one of them
was that good is the enemy the great yeah want to explain that one
yeah I mean that's that there's a lot of good things to do I think it plays just
so much like there's there's so many like good things you could do in your
business but there's one probably vertical of your greatness there's so
many shiny objects you could focus on but there's one great thing out there
there's a lot of good fish in the sea for you but there's one great person
yeah just and that the good if we fill our lives up with the good we may
actually might be missing out on the great great I totally agree with that
and I feel like that's been a common theme of this whole conversation the
focusing on the one thing that you're gonna really like soar at okay so that's
question one a question two best book that every boss should read man best
book every boss should read I think I definitely think crushing had changed my
life personally I think though a lot of people in this community are probably
already kind of thinking about crushing ya and taking advantage of the
opportunity of things that are happening right now I want to give too I'm gonna
go to my man John Maxwell and say the 21 irrefutable laws of leadership and I
think it's the seventeen laws of teamwork I think every boss should be
thinking about how they can level up as a leader and lead great teams even if
you don't have one yet I love that I haven't even read those and I'm gonna
read them okay so that's awesome and then the final question is my definition
of being your own boss is showing up for yourself so you can show up for
everything else personally professionally what's your definition of
being your own boss I feel like being your own boss is creating a business
around a lifestyle that allows you to do what you want when you want where you
want with the people that matter most to you and so that's the kind of business
we're trying to build a life kind of on our own terms with the people that we
love the most and in places that we love to be and obviously that's an incredible
thing to aspire to and but I think it's possible for us and for everybody
watching and that's what I would say it's and that's a perfect answer and I
think it's important to remember no matter what fades you're at we started
at a place where that was not even a reality and we've built it to a place
where it absolutely is and we're very fortunate but it does take it takes work
it takes dedication it takes work it takes being an expert and it takes
constant education so thank you so much this is so wonderful where can people
find you where you want to send my audience to I think that the first thing
that they should do is check out our interview with you over on video
influencers in the cards yeah we'll link that up and so a lot of good content
shared there that's a great channel with tips for video as well but over on think
media is probably the best place to go you could just search it on YouTube or
link in the description right and that definitely helping people with gear even
if it's no matter what budget you're on from from premium gear to if you're just
starting out we have a lot of videos and playlists to help you find the right
tools for building your influence online and never let that be a hindrance we
already talked about it let's start with what you have but as you scale be
thinking about how to level up your gear your content your lighting and all those
types of things think media awesome think media is the place to go we'll
link to all of that below thank you so much for watching this is a little
longer than usual but I think it was value-packed
info so thank you to Sean thank you do you for watching remember if you like
this video hit that like button below share it with your fellow bosses and be
sure to subscribe we'll see you in the next video
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