Shownotes
In this episode of the Freedom Entrepreneur Podcast, host Lindsay Sutherland and guest Matthew Hughes, known as the King of Video, engage in a conversation about the world of YouTube and how entrepreneurs and content creators can thrive on the platform.
Here's an expanded summary:
1. Introduction: Lindsay introduces the podcast and its guest, Matthew Hughes, who has extensive experience in video production and YouTube content creation.
2. YouTube Content Strategy: The episode starts by addressing the common dilemma many aspiring content creators face: whether to start a YouTube channel. Lindsay and Matthew emphasize the importance of considering your content strategy, audience, and goals before diving in.
3. Guest Introduction: Matthew Hughes shares his background, highlighting his journey from running a video production company to founding the "King of Video" brand, where he helps small business owners create compelling video content.
4. Challenging Mr. Beast's Advice: The conversation takes an interesting turn as they discuss the advice given by Mr. Beast, a well-known YouTuber. While Mr. Beast advocates for quality over quantity and investing significant time into each video, Matthew points out that Mr. Beast also used to emphasize the need to create many videos, even if they aren't perfect. This contrast highlights the importance of getting started on YouTube without overthinking quality.
5. Strategic Content Creation: Matthew explains that while Mr. Beast's journey took several years, beginners can accelerate their progress through strategic planning. By creating a content plan and being strategic from the start, you can reduce the number of videos required to succeed. It's not necessary to follow the "200 bad videos" rule if you have a clear plan.
6. Avoiding the Quest for Virality: Lindsay and Matthew caution against fixating on creating viral videos. Virality doesn't necessarily translate to long-term success or conversions. Building an engaged audience through consistent content that resonates with your target audience is more valuable than a one-time viral hit.
7. Three Key Considerations for YouTube Beginners:
- Understanding Your Audience: Matthew advises creators to thoroughly research their ideal viewers' preferences and what they are willing to watch in your niche or industry.
- Planning: They stress the importance of having a content plan and creating a backlog of videos to maintain consistency, whether it's weekly or according to your chosen schedule.
- Getting Started: Overcoming the fear of perfectionism and just creating content is vital. You don't need expensive equipment; even a modern smartphone can suffice for recording.
8. Outsourcing Editing: The discussion touches on the editing process. While Matthew recommends using tools like Descript for beginners, he also suggests outsourcing editing as your channel grows. Outsourcing allows you to focus on content creation and ensures a polished final product.
9. Overcoming Insecurities: The episode concludes by addressing the inner work required for content creators. They discuss how imposter syndrome and insecurities can hold people back from sharing their expertise. Matthew shares a powerful reminder that you owe it to the world to share your knowledge and not keep it locked away.
10. Engaging with Trolls: Matthew advises acknowledging negative comments or trolls with gratitude, or even playing along with their criticisms. Responding positively can disarm trolls and demonstrate your authenticity.
11. Stick Around Factor: The conversation highlights the importance of keeping your audience engaged throughout your videos. Analyzing why you personally stayed engaged in other creators' videos can help you implement effective strategies in your own content.
12. Connecting with Matthew: Lindsay encourages listeners to connect with Matthew through his website, kingofvideo.co.uk. He offers various programs and communities to support content creators at different stages of their YouTube journey.
In summary, this podcast episode provides valuable insights into YouTube content creation, emphasizing the importance of strategic planning, overcoming insecurities, and engaging with your audience effectively. It encourages aspiring content creators to take action and embrace video as a powerful tool for building their brand and business.
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Lindsay Sutherland
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Transcripts
Hey, everybody.
Lindsay Sutherland:Welcome to the freedom entrepreneur podcast.
Lindsay Sutherland:I'm your host, Lindsay Sutherland.
Lindsay Sutherland:And today we have an exciting episode for you.
Lindsay Sutherland:This is one that I know so many of you have been waiting for.
Lindsay Sutherland:We're talking about YouTube.
Lindsay Sutherland:Now, how many of you are out there listening to this, thinking
Lindsay Sutherland:about your content strategy?
Lindsay Sutherland:Should you be on YouTube?
Lindsay Sutherland:Should you not be?
Lindsay Sutherland:Maybe you've already decided that YouTube is for you, but you're just
Lindsay Sutherland:not sure what's the next steps to take.
Lindsay Sutherland:This episode, I've got an amazing guest for you.
Lindsay Sutherland:His name is.
Lindsay Sutherland:Matt King.
Lindsay Sutherland:He is the king, or excuse me, his name is Matthew Hughes
Lindsay Sutherland:and he is the king of video.
Lindsay Sutherland:I love how those two tie together though.
Lindsay Sutherland:That was a pretty good slip up.
Lindsay Sutherland:He started in 2013, his video company that ran for, he ran for seven years,
Lindsay Sutherland:creating video, traveling around the world and working with clients.
Lindsay Sutherland:From, you know, one man brands all the way through billion dollar companies.
Lindsay Sutherland:Fast forward to 2019, he created the king of video brands to help small
Lindsay Sutherland:business owners like you confidently create consistent video content
Lindsay Sutherland:that connects with your audience.
Lindsay Sutherland:So I'm excited to have him here today because we're going to
Lindsay Sutherland:talk about YouTube and we kind of got started talking about Mr.
Lindsay Sutherland:Beast, who I think a lot of people kind of idolize as the YouTube king
Lindsay Sutherland:in a sense, but we're going to reverse that thinking today because we're going
Lindsay Sutherland:to specifically talk about what Mr.
Lindsay Sutherland:Beast is wrong about, right?
Lindsay Sutherland:It's a little bit controversial, but it's going to be really worth your time.
Lindsay Sutherland:So stick around.
Lindsay Sutherland:Welcome to the show.
Matt Hughes:Thanks so much.
Matt Hughes:I'm really delighted to be here and it's great to come and talk to you.
Matt Hughes:to hear that you were having trouble finding a YouTuber, and I'm glad to be
Matt Hughes:here and represent, especially as I'm in the zone at the moment, because in, in a
Matt Hughes:couple of weeks time, don't know when this will air, but for me in a couple of weeks
Matt Hughes:time, I'm going to VidSummit, which is the biggest YouTube conference in the world.
Matt Hughes:It's the best one, really.
Lindsay Sutherland:Where is that going to be held?
Matt Hughes:It's in Dallas Texas.
Lindsay Sutherland:Okay.
Lindsay Sutherland:You'll be stateside.
Lindsay Sutherland:How fun.
Matt Hughes:Yeah.
Matt Hughes:Yeah.
Matt Hughes:Absolutely.
Lindsay Sutherland:All right.
Lindsay Sutherland:Excellent.
Lindsay Sutherland:Well, I'm just, grateful to dive in.
Lindsay Sutherland:You know, we were talking a little bit about some of the things
Lindsay Sutherland:that we, we hear on from Mr.
Lindsay Sutherland:Beast, as far as like creating amazing videos and like some of the soundbites
Lindsay Sutherland:you were saying are really great in some respects, but also totally contradictory.
Lindsay Sutherland:So would you elaborate on that?
Matt Hughes:Yeah.
Matt Hughes:So I think, I think this is about soundbites in general, but you know,
Matt Hughes:whilst we're talking about YouTube, like when you see these soundbites
Matt Hughes:and they come from a podcast, just like this, right, you can take them
Matt Hughes:out of context because what we were talking about is the fact that Mr.
Matt Hughes:Beast talks about quality over quantity.
Matt Hughes:I think, I think that's the main thing he'll talk about things like.
Matt Hughes:We'll take two weeks on a video because we really want to get it right and we
Matt Hughes:don't need to have a schedule where we publish every week or anything like that.
Matt Hughes:But that's the quote that you hear.
Matt Hughes:And of course it gets a lot of views on Tik TOK and various
Matt Hughes:platforms because it's Mr.
Matt Hughes:Beast.
Matt Hughes:But what you also hear, or maybe you don't hear it so often anymore is what Mr.
Matt Hughes:Beast used to talk about was the fact that it.
Matt Hughes:It takes 200 bad videos before you start creating good ones.
Matt Hughes:So when I'm talking to clients about YouTube now, I'm like,
Matt Hughes:look, just get started.
Matt Hughes:You know, we, we get so much in our head about whether it should be good
Matt Hughes:quality and all that kind of stuff.
Matt Hughes:But actually the process of getting started is, is more
Matt Hughes:important than anything else.
Lindsay Sutherland:Yes, definitely.
Lindsay Sutherland:How, so when we're talking about getting started, then , are you telling us that
Lindsay Sutherland:we got to just plan on making 200 videos?
Lindsay Sutherland:to start or is there some sort of like, you know, , strategy
Lindsay Sutherland:, Matt Hughes: yeah, this, so this is how I also also disagree.
Lindsay Sutherland:I hate disagreeing with someone who's probably the biggest
Lindsay Sutherland:YouTuber in the world right now.
Lindsay Sutherland:But he talks about this 200 videos.
Lindsay Sutherland:And what I say is if you're strategic from the start, then you can cut
Lindsay Sutherland:that 200 down to maybe 50, you know, you could be a quarter of that.
Lindsay Sutherland:The reason why he says 200 is it took him like 6 or 7 years to get
Lindsay Sutherland:to a large number of subscribers.
Lindsay Sutherland:And you don't need to take that long.
Lindsay Sutherland:If you're strategic with it, if you have a plan up front, you probably
Lindsay Sutherland:didn't have in the first 3 or 4 years.
Lindsay Sutherland:And wasn't really thinking about it being a full time thing.
Lindsay Sutherland:But if you're strategic with it, then you absolutely can accelerate that
Lindsay Sutherland:journey and you can make money even as quick as three months, you know,
Lindsay Sutherland:you can start making money on YouTube.
Lindsay Sutherland:I know some people have done it faster than that.
Lindsay Sutherland:, but I would say that's kind of an average time depending on what your business is.
Lindsay Sutherland:I really like that you said that because what I find a lot
Lindsay Sutherland:like with a lot of people I talk to is they're so focused on the virality.
Lindsay Sutherland:I need to go viral.
Lindsay Sutherland:And unfortunately, I agree with you that I don't think that virality
Lindsay Sutherland:is what we should be aiming for.
Lindsay Sutherland:I mean, there is a way to build an engaged audience that can convert much
Lindsay Sutherland:sooner than your first viral video and often viral videos don't even
Lindsay Sutherland:convert into sales like they just.
Lindsay Sutherland:They're just flashy and they make it feel good, but they don't always
Lindsay Sutherland:actually result in something.
Lindsay Sutherland:So let's dive into that a little bit more.
Lindsay Sutherland:Like if we were talking to somebody who's just about to get started in YouTube land,
Lindsay Sutherland:what are some like maybe three things that they need to be thinking about?
Matt Hughes:The first thing I would think about is, is your audience, your
Matt Hughes:viewer, you know, people talk about their niche and all that kind of stuff.
Matt Hughes:And, I mean, largely I'm dealing with businesses and I think it's fair to
Matt Hughes:say you're, you're in the same boat.
Matt Hughes:So I'm not really talking about vloggers, not talking about lifestyle
Matt Hughes:channels, that kind of thing.
Matt Hughes:I'm really talking about businesses, people that have products and services.
Matt Hughes:They're often.
Matt Hughes:The kind of people that get lost when it comes to, to YouTube.
Matt Hughes:So I think, you know, what your products and services, you know,
Matt Hughes:what your niche is or niche.
Matt Hughes:, and so then you've got to start thinking about a viewer.
Matt Hughes:What, what is the viewer of.
Matt Hughes:And your customer, your ideal customer, prepared to watch
Matt Hughes:when it comes to your content.
Matt Hughes:And, and the easiest way to do that is to go and do your
Matt Hughes:research, go and watch some stuff.
Matt Hughes:You know, it's amazing how many times I ask, , , people wanting to start on
Matt Hughes:YouTube, how much YouTube do they watch?
Matt Hughes:And they say, Oh, not much at all.
Matt Hughes:I don't, I don't really go on YouTube.
Matt Hughes:I'm like, well, why do you want to start?
Matt Hughes:Why do you want to even get on there?
Matt Hughes:I know it's a great platform to get on there.
Matt Hughes:Well, then you've got to start consuming some content on there as well.
Matt Hughes:Right.
Matt Hughes:So that's, that's the one thing is think about your ideal viewer.
Matt Hughes:What are they prepared to watch?
Matt Hughes:The second thing then is to have a plan.
Matt Hughes:So I talk just like a podcast, Lindsay, I don't know if you did
Matt Hughes:this when you started, but, how many episodes did you have created
Matt Hughes:before you started your podcast?
Matt Hughes:Before you launched it?
Matt Hughes:Do you remember?
Lindsay Sutherland:I remember it was like four or five.
Matt Hughes:Yeah.
Matt Hughes:Okay.
Matt Hughes:Great.
Matt Hughes:Yeah.
Matt Hughes:So that's exactly the sort of strategy that I say to people is I say like
Matt Hughes:when you create your first channel and you create, and you've thinking
Matt Hughes:about the content, like create a plan and maybe have like 12 to 24.
Matt Hughes:So if you publish in once a week, that's three to six months
Matt Hughes:worth of content and then film.
Matt Hughes:And have that bank of four to five ready at the start.
Matt Hughes:So you've got yourself a little bit of a buffer as you go and produce the rest.
Matt Hughes:So podcasts and YouTube channels are so well aligned that the
Matt Hughes:process generally is the same.
Matt Hughes:So, thinking about your audience, thinking about a plan and then.
Matt Hughes:And then just doing it, you know, just creating the content,
Matt Hughes:you know, not, overcomplicating it, not overthinking things.
Matt Hughes:Like it's so easy to get in our heads that you just, have to create
Matt Hughes:something, not worry about lighting cameras, all that kind of stuff.
Matt Hughes:Like, you know, you can pay attention to that stuff and it is important.
Matt Hughes:I won't, I won't play it down, but if you, if you've got a phone, a modern day,
Matt Hughes:mobile phone, cell phone, do you still call them cell phones in the U S or is it?
Lindsay Sutherland:Well, I do.
Lindsay Sutherland:Oh, okay.
Lindsay Sutherland:Okay.
Lindsay Sutherland:I'm also, you know, an eighties kid, so maybe that's why.
Lindsay Sutherland:. Matt Hughes: Yeah.
Lindsay Sutherland:. Well, I, you know, I'm an eighties kid as well, and I, I, I think,,
Lindsay Sutherland:whether you've got a cell phone, then mobile phone, that's, , that's
Lindsay Sutherland:of the last few years, you've got everything you need in your hands.
Lindsay Sutherland:Like never before did we have so much technology in our hands.
Lindsay Sutherland:And so you can just start a channel from your mobile phone and, , , I
Lindsay Sutherland:know people that have had a hundred thousand subscribers and they've done.
Lindsay Sutherland:Everything from filming, editing, publishing, promoting,
Lindsay Sutherland:all from the mobile phone.
Lindsay Sutherland:Almost the video quality is almost better on the, on
Lindsay Sutherland:the mobile phone than even a webcam.
Lindsay Sutherland:And that's something I like, if we could talk about that, because a lot
Lindsay Sutherland:of the people that watch this, they're, they're content creators or coaches.
Lindsay Sutherland:They're maybe using like Zoom or Descript.
Lindsay Sutherland:And so you get that, you don't always get that high quality.
Lindsay Sutherland:Even though, like you're saying, just get it out there.
Lindsay Sutherland:It's so simple to just use your phone instead and up your quality, but
Lindsay Sutherland:you're doing the same amount of work.
Lindsay Sutherland:Like, you don't have to buy this high tech video camera equipment.
Matt Hughes:Yeah, sometimes less work, using your phone to do this stuff.
Matt Hughes:What, you know, when I first started doing it, and mobile phones were not
Matt Hughes:necessarily as good quality as they were now, I'd get people to buy the same sort
Matt Hughes:of setup that I've got right now, and it's like a standalone camera, lighting.
Matt Hughes:Microphone, all that kind of stuff.
Matt Hughes:And the problem was, is that people get so, , they lose energy, you
Matt Hughes:know, they're setting all this stuff up and they'll go, right, I'm going
Matt Hughes:to film everything on a Saturday.
Matt Hughes:I'm going to start setting all my equipment up by the time they've set
Matt Hughes:it all up and it's already, they're so low energy because it's taken so much.
Matt Hughes:They're so frustrated with the tech.
Matt Hughes:So if you think all you need really is a tripod, something like a Osmo mobile, DJI,
Matt Hughes:DJI, Osmo mobile, or just some simple.
Matt Hughes:You know, 20 tripod from Amazon and your mobile phone.
Matt Hughes:That's it.
Matt Hughes:And that's such an easiest setup to get started and go in than having
Matt Hughes:all this, this fancy equipment.
Matt Hughes:And, and, you know, just out of the box, the quality is just so, so good.
Matt Hughes:So
Lindsay Sutherland:what about then like the editing side of it?
Lindsay Sutherland:I mean that honestly, I'll be, I'll be really truly honest.
Lindsay Sutherland:That's what kept me from doing YouTube for so long.
Lindsay Sutherland:I thought, yeah, I don't even want to deal with editing because I didn't
Lindsay Sutherland:know what it was involved into it.
Lindsay Sutherland:It just assumed that it was going to be this like giant project.
Lindsay Sutherland:, and some people really love it.
Lindsay Sutherland:Like they, my son can geek out all day long, but me, I'm just like.
Lindsay Sutherland:My eyes went across, you know, like, I don't want to do it.
Lindsay Sutherland:What do you say to people?
Lindsay Sutherland:Like, if that's their hurdle to get started?
Lindsay Sutherland:, , Matt Hughes: so there's two things you can do and it's a, it's a decision.
Lindsay Sutherland:,but largely, , it could be a decision that's out of your hands as well.
Lindsay Sutherland:So if you're a solopreneur, you're just getting started in business.
Lindsay Sutherland:You've not got much funds, then using something like Descript, you mentioned
Lindsay Sutherland:it before, Descript is by far.
Lindsay Sutherland:My favorite tool.
Lindsay Sutherland:You can edit on there.
Lindsay Sutherland:You can, create the transcripts.
Lindsay Sutherland:You can repurpose your content, create beautiful looking, , social
Lindsay Sutherland:media content as well from there.
Lindsay Sutherland:So Descript is kind of the first place I say to start.
Lindsay Sutherland:And of course there's a free version and then it goes up to like 12
Lindsay Sutherland:a month or something like that.
Lindsay Sutherland:So Yeah, definitely.
Lindsay Sutherland:And the learning curve for that is not huge.
Lindsay Sutherland:You know, you can just get started.
Lindsay Sutherland:You can drag your files on there and suddenly you start to figure it out.
Lindsay Sutherland:Beyond that, the first thing I say.
Lindsay Sutherland:You know, most YouTubers should outsource is their editing, unless
Lindsay Sutherland:of course they're, you know, professional editor or something
Lindsay Sutherland:like that, but outsourcing editing.
Lindsay Sutherland:Now you can go into Fiverr and get a video edited for like 5 a minute, a
Lindsay Sutherland:minute of, you know, outputting content.
Lindsay Sutherland:, you could get a.
Lindsay Sutherland:, video editor on a, on staff, you know, and have like a part time editor.
Lindsay Sutherland:We've got a couple of editors in our team now, , that do that.
Lindsay Sutherland:They're, they're not full time, they're still part time, but they
Lindsay Sutherland:don't cost us a massive amount of money and they're very talented people.
Lindsay Sutherland:And what I always say to people, even when I had the video company, like.
Lindsay Sutherland:The, the key to this is editing.
Lindsay Sutherland:Or the power is in the edit.
Lindsay Sutherland:Of course, the footage has to be a reasonable quality at the start,
Lindsay Sutherland:but the edit is where you can really make things look beautiful.
Lindsay Sutherland:You can keep people's attention.
Lindsay Sutherland:You can move the screen around, move, move the shot and all that kind of stuff.
Lindsay Sutherland:So.
Lindsay Sutherland:, , if you can outsource that stuff and get somebody else to do it, that's
Lindsay Sutherland:where you will definitely win.
Lindsay Sutherland:And you just won't have that pain that you described, you know, , that
Lindsay Sutherland:trepidation of, Oh my God, I'm going to film this 10 minute video, but it's
Lindsay Sutherland:going to take me 10 hours to edit it.
Lindsay Sutherland:Cause I'm a perfectionist, you know?
Lindsay Sutherland:So
Lindsay Sutherland:True.
Lindsay Sutherland:So true.
Lindsay Sutherland:That's great advice.
Lindsay Sutherland:You know, and a little power tip too, one of my, one of my clients
Lindsay Sutherland:has done, which I thought was pretty creative, is he got an intern, somebody
Lindsay Sutherland:who wants to be a video editor.
Lindsay Sutherland:But it's like just finished school, so he's giving him like full creative
Lindsay Sutherland:authority over his content, which is great for that guy, because
Lindsay Sutherland:he's going to get a portfolio.
Lindsay Sutherland:, So that's another way to, if you're in that in between where you can't
Lindsay Sutherland:really hire the team, you could try to find a bit, and there's so many young
Lindsay Sutherland:people looking for that opportunity.
Matt Hughes:Yeah.
Matt Hughes:And just, you know, , a VA as well, you know, hopefully whatever size business
Matt Hughes:you've got, you, you getting a VA to sort of outsource some of your, your
Matt Hughes:low ticket tasks, , getting them to edit in descript my VA will do my podcast.
Matt Hughes:We do it with the podcast we're launching soon as well is of
Matt Hughes:course we videoed it for YouTube and she's editing those videos.
Matt Hughes:I don't need my, my main editors to do it.
Matt Hughes:Cause it's an interview style like this.
Matt Hughes:We have a format, we've agreed on the format.
Matt Hughes:I could just say, just take out all the ums and uhs and then make it look good
Matt Hughes:and add the transcription to it as well.
Matt Hughes:And then away we go.
Matt Hughes:And she is relatively, relatively cheap in the grand scheme of things.
Matt Hughes:So yeah, just use, use your team, use the people that are appropriate, that can
Matt Hughes:try and help you do this stuff as well.
Lindsay Sutherland:Yeah.
Lindsay Sutherland:And I'm on your website guys listening to this.
Lindsay Sutherland:He's got some really great videos, like how to film high quality video with
Lindsay Sutherland:your, with your phone, like the things we just talked about, he can like show
Lindsay Sutherland:you on his, on his video on his website.
Lindsay Sutherland:So I'm going to just plug your website really quick right now.
Lindsay Sutherland:So if people want to check it out, it's king of video.
Lindsay Sutherland:co.
Lindsay Sutherland:uk.
Lindsay Sutherland:, really great content right there.
Lindsay Sutherland:now.
Lindsay Sutherland:What's the third power?
Lindsay Sutherland:So we talked about recording and just getting started.
Lindsay Sutherland:We talked a little bit about editing.
Lindsay Sutherland:What's the third power tip to help people just to get that launched?
Lindsay Sutherland:, Matt Hughes: The third power tip is, is like the inner work, right?
Lindsay Sutherland:Think about the inner work.
Lindsay Sutherland:So, , the big, one of the biggest challenges when you're creating content is
Lindsay Sutherland:you're standing out above everybody else.
Lindsay Sutherland:And you're saying, Hey, look at me, I'm prepared to be the person that's
Lindsay Sutherland:going to start in whatever industry.
Lindsay Sutherland:Right.
Lindsay Sutherland:And I've had every kind of industry in the world tell me
Lindsay Sutherland:that they cannot stand there.
Lindsay Sutherland:Because even though they're an expert, they're not a YouTuber, you know, I'm
Lindsay Sutherland:not a YouTuber, I don't have the clothes or I don't, I've not created prime,
Lindsay Sutherland:you know, sold that around the world.
Lindsay Sutherland:Like I'm just an accountant, you know?
Lindsay Sutherland:So don't let that, you've got to do this in a work to understand that.
Lindsay Sutherland:In fact, a guy said to me, and I don't know if this is, he's read
Lindsay Sutherland:this from a professional development book, but he said to me, he said,
Lindsay Sutherland:Matt, you, are you an expert?
Lindsay Sutherland:I said, yes.
Lindsay Sutherland:He says, . What happens when you die with all the knowledge
Lindsay Sutherland:that you've got in your brain?
Lindsay Sutherland:And I said, well, you know, go to the grave, that's it.
Lindsay Sutherland:And he said, well, then you owe it to the world to share that knowledge.
Lindsay Sutherland:Like, how selfish of you to take that knowledge with you to the grave.
Lindsay Sutherland:And that, that, the thinking behind that and thinking about all the experience,
Lindsay Sutherland:all the trials and tribulations in the, in the two careers I've had, , made
Lindsay Sutherland:me really motivated to go and...
Lindsay Sutherland:make sure that I share my content in with the world.
Lindsay Sutherland:And you know, I've got the same hangups about my forehead, my weight, my teeth,
Lindsay Sutherland:all the kind of things that everybody has.
Lindsay Sutherland:So, you know, you've got your own insecurities, but I just know that
Lindsay Sutherland:if I stood in front of somebody and we were talking about something,
Lindsay Sutherland:they'd see my passion, they'd see I'm excited about it and they'd want to
Lindsay Sutherland:learn, learn from me and my expertise.
Lindsay Sutherland:So I've got to do it.
Lindsay Sutherland:I owe it to the world to go and share this.
Lindsay Sutherland:And so.
Lindsay Sutherland:If you can get into that kind of mindset, whatever your expertise, then
Lindsay Sutherland:know, there's an audience out for you.
Lindsay Sutherland:And I've seen every kind of, , topic that you can think of.
Lindsay Sutherland:And there's always an audience for it because we're weird.
Lindsay Sutherland:So true.
Lindsay Sutherland:So true.
Lindsay Sutherland:Actually.
Lindsay Sutherland:I love what you just said, because I forgot about that being such a thing.
Lindsay Sutherland:When I was very first getting started in my business, I started, , helping
Lindsay Sutherland:people with speaking on camera, just because I had that gift for
Lindsay Sutherland:public speaking and whatever.
Lindsay Sutherland:But.
Lindsay Sutherland:I was surprised because it's been so long since I started with public speaking.
Lindsay Sutherland:I already been past the whole, like, what do I look like thing?
Lindsay Sutherland:When I started podcasting, I became so hypercritical of myself again,
Lindsay Sutherland:because as I was editing my content, It's just me and the content.
Lindsay Sutherland:And I'm like, oh man, why do I say that?
Lindsay Sutherland:Or listen to me?
Lindsay Sutherland:I just, you know, all these things where I just want to delete and start over
Lindsay Sutherland:because I'm like, talked myself out of it.
Lindsay Sutherland:And then if I reverse that thinking and remember, like if I was sitting
Lindsay Sutherland:in front of somebody, I'm not going to analyze myself like that.
Lindsay Sutherland:It's, it's, you just have to put yourself in that position of where you're like,
Lindsay Sutherland:if I'm talking to somebody on the street, I'm not thinking about my voice and how
Lindsay Sutherland:I sound or my funny laugh or my quirky tics that are driving me crazy because
Lindsay Sutherland:I'm now dissecting it on my content.
Lindsay Sutherland:Just put it past you because it's just who we are.
Lindsay Sutherland:Everybody sees it every single day.
Lindsay Sutherland:And nobody says anything.
Lindsay Sutherland:They still love us.
Lindsay Sutherland:Like, we just gotta keep moving forward.
Matt Hughes:Yeah, absolutely.
Matt Hughes:And I, there's two things that happened recently to me that, I was just
Matt Hughes:writing them down so I don't forget.
Matt Hughes:Two things that happened to me recently.
Matt Hughes:One is having a child, who's 16 now.
Matt Hughes:She...
Matt Hughes:Is starting to think about side hustles and she's gone into the world of work
Matt Hughes:and she realizes that she gets paid peanuts and she's like, surely there's
Matt Hughes:a better way and so we started to talk about Etsy and all that kind of stuff.
Matt Hughes:And when you speak to kids who have never done this stuff and when
Matt Hughes:you said about public speaking, it made me think about it.
Matt Hughes:You forget what the basics are because you're so far in it.
Matt Hughes:And this is why we talked about Mr.
Matt Hughes:Beast before, you know, Mr.
Matt Hughes:Beast is fine now because he's got producers.
Matt Hughes:He doesn't have to come up with ideas anymore.
Matt Hughes:He's got a team of producers that does it.
Matt Hughes:He doesn't have to do his thumbnails.
Matt Hughes:He's got a team that does his thumbnails.
Matt Hughes:Like he has to show up and deliver to the brief in the, in the show that they've
Matt Hughes:created, the video they've created.
Matt Hughes:So when you're speaking to kids, like they ask you the basic questions, the
Matt Hughes:simple questions, and then you remember.
Matt Hughes:Oh, I've got to cover all of these things.
Matt Hughes:So then when you translate that to the business world and you think
Matt Hughes:about people coming into your industry, like I ask people all the
Matt Hughes:time, just give me some of the basic questions you get asked all the time.
Matt Hughes:Lindsay, you'll do it in coaching and stuff, right?
Matt Hughes:You ask them and you think, Oh my God, I must have said this a thousand times.
Matt Hughes:Why is this the case?
Matt Hughes:And I just tell everybody to go and create those videos first, like answer
Matt Hughes:those questions and put them on YouTube.
Matt Hughes:Because, because when people come and ask you those questions, you can just
Matt Hughes:send them to your YouTube channel.
Matt Hughes:Like how amazing would they think you are if you've created all
Matt Hughes:this free, free content online and you've answered their question.
Matt Hughes:And don't worry, they're not going to go, well, they've created the free content.
Matt Hughes:I don't want to give you any money.
Matt Hughes:It's the opposite.
Matt Hughes:They have like this reciprocity stuff that's going on.
Matt Hughes:They credit you.
Matt Hughes:In their brain consciously and subconsciously for helping them move
Matt Hughes:through that had or whatever that might be and so you can give it all the way
Matt Hughes:this all this stuff and they'll just say, Oh, my God, if Lindsay's prepared
Matt Hughes:to give me all that stuff for free.
Matt Hughes:What else is she got?
Matt Hughes:What else is she going to show me?
Matt Hughes:You know, how else can we go?
Matt Hughes:How far can we go with this stuff?
Matt Hughes:And then the second thing that I thought of is, comments when you talked about
Matt Hughes:like, You create the podcast and you're pulling yourself apart a little bit when
Matt Hughes:you do it because and everybody does it.
Matt Hughes:It's really hard, especially this is another reason why it's great to
Matt Hughes:outsource your editing because they're not emotional about what you look like.
Matt Hughes:They just crack on with it anyway.
Matt Hughes:But what happens is, and I've done this, I had this video and I hated it.
Matt Hughes:I really didn't like it.
Matt Hughes:There was something, some technical thing wrong with it and I was
Matt Hughes:like, oh, I need to do it again.
Matt Hughes:But it was like a half an hour video and I just, I couldn't bring
Matt Hughes:it , in me to, to rerecord it.
Matt Hughes:I put it out there and I got a comment.
Matt Hughes:I very rarely get comments, but I got a comment from someone that
Matt Hughes:said, oh my God, Matt, this is exactly what I needed right now.
Matt Hughes:And it's that kind of thing where you're like, Damn.
Matt Hughes:What if I did not put it out?
Matt Hughes:That person wouldn't have got that when they needed it.
Matt Hughes:And so just again, just if you're listening and you're thinking
Matt Hughes:about this stuff, like this is why you're needed in the world.
Matt Hughes:And again, regardless of your industry and your expertise.
Lindsay Sutherland:Oh, so true.
Lindsay Sutherland:So good.
Lindsay Sutherland:And you know what?
Lindsay Sutherland:There are going to be the comments that are negative and hurtful, but...
Lindsay Sutherland:Yeah.
Lindsay Sutherland:I think my opinion of those is that this is more about that person than of you.
Lindsay Sutherland:And when we just have that mindset, you know, we can just bless and release.
Matt Hughes:Just thank them.
Matt Hughes:You know, anyone that engages with you, a guy I know, Austin, he talks about
Matt Hughes:all engagement is good engagement.
Matt Hughes:So he will purposely make mistakes in his videos in order for
Matt Hughes:people to troll him basically.
Matt Hughes:And so you, yeah.
Matt Hughes:Austin Armstrong.
Matt Hughes:Yeah.
Matt Hughes:So, and you've got to have like, strong shoulders.
Matt Hughes:You've got to, you've got to be able to bear that when it comes towards you.
Matt Hughes:But like for me, I just thank them for their time and attention.
Matt Hughes:And usually that will break anyone down or, or just play with it as well.
Matt Hughes:You know, if you're prepared to play with it and say, what do you mean?
Matt Hughes:I didn't spot that mistake.
Matt Hughes:Can you tell algorithm.
Matt Hughes:Oh.
Lindsay Sutherland:Yeah.
Lindsay Sutherland:That's the thing.
Lindsay Sutherland:I'm glad you mentioned him because he was talking about how he like blew up on, he
Lindsay Sutherland:was primarily on Tik TOK, but when he was on the show, our episode was called like
Lindsay Sutherland:how to make passive income with Tik TOK.
Lindsay Sutherland:And then he's been experimenting with how to like get going
Lindsay Sutherland:on all these other channels.
Lindsay Sutherland:And that was his big thing was specifically trolls.
Lindsay Sutherland:That's a nice little hack strategy that people could take away.
Lindsay Sutherland:Like if you're, if you've got the shoulders for it and you're okay, or maybe
Lindsay Sutherland:you're not in such a professional role.
Lindsay Sutherland:Cause I know some people they're like maybe attorneys or doctors or whatever.
Lindsay Sutherland:They don't, that's not really, you know, to make those little flubs.
Lindsay Sutherland:On purpose just to get people to comment and outtakes is another really good thing.
Lindsay Sutherland:I see people do that.
Lindsay Sutherland:Like stick around for the outtakes, you know, it's fun to stick
Lindsay Sutherland:around and watch those things.
Lindsay Sutherland:So yeah,
Matt Hughes:Yeah.
Matt Hughes:And that, that stick around business is really important.
Matt Hughes:You know, a lot of the times, certainly as a marketer and as marketers, when I speak
Matt Hughes:to other marketers about it, we're like.
Matt Hughes:We know the strategy, we know the tactics, we know what they're trying to do, we know
Matt Hughes:what, know why everything ends in a seven.
Matt Hughes:Like, we get all of these kind of things.
Matt Hughes:But the general public, the audience that you're, you're, you're, maybe
Matt Hughes:you're trying, even if you're B2B, they're still general public, I guess.
Matt Hughes:They don't necessarily know the tactics.
Matt Hughes:And so the troll in the troll idea is, is really great in it.
Matt Hughes:And I think, you know, stick around for the outtakes.
Matt Hughes:There's, YouTubers that have perfected that so much.
Matt Hughes:It means that your attention on your videos is longer.
Matt Hughes:Like that's, that's where you're really being strategic.
Matt Hughes:This is not an accident.
Matt Hughes:And there was a guy when I went to VidSummit last, they showed
Matt Hughes:that he put a weird noise.
Matt Hughes:I think at the end of the video, I don't know if it was a TikTok or whether it was
Matt Hughes:YouTube, but it was just a weird noise.
Matt Hughes:Every single video is a different noise.
Matt Hughes:And so people just stuck around to listen, to see what the noise would be today.
Matt Hughes:Like that is just completely genius.
Matt Hughes:So this is what you've got to look at when you start creating the videos,
Matt Hughes:you're putting them out there.
Matt Hughes:Like I get my, my clients, the people that work with me directly
Matt Hughes:to just look for this stuff.
Matt Hughes:Like what is it about the video in whatever industry that you're watching
Matt Hughes:that made you stay on watch till the end?
Matt Hughes:There's something in there that kept your attention, pay attention, attention
Matt Hughes:to that stuff and you will win.
Matt Hughes:We'll win for sure.
Lindsay Sutherland:That is so true.
Lindsay Sutherland:I think every good marketer.
Lindsay Sutherland:uses themselves as an experiment.
Lindsay Sutherland:I mean, that's how we reverse, we get like good at it because we're like,
Lindsay Sutherland:Oh, well, how did that make me feel?
Lindsay Sutherland:Okay.
Lindsay Sutherland:What would that do for my audience?
Lindsay Sutherland:You know, and to have that , third party perspective, and then to
Lindsay Sutherland:look at each piece of content like that as it, as an experiment.
Lindsay Sutherland:, you know, and what can you do better?
Lindsay Sutherland:What could you do different next time and just start implementing
Lindsay Sutherland:it a little bit each time.
Lindsay Sutherland:That's how you go.
Lindsay Sutherland:I mean, this is such a good conversation.
Lindsay Sutherland:I love it.
Lindsay Sutherland:So tell me a little bit about your company.
Lindsay Sutherland:, how can people connect with you and what, what do you do for people?
Lindsay Sutherland:, Matt Hughes: So I am king of video, as you mentioned, that
Lindsay Sutherland:is my personal brand website.
Lindsay Sutherland:So you'll find links to everything from there.
Lindsay Sutherland:I have a YouTube community.
Lindsay Sutherland:So it's YouTube community.
Lindsay Sutherland:co.
Lindsay Sutherland:uk.
Lindsay Sutherland:. That is open to anybody that's thinking about getting into
Lindsay Sutherland:YouTube or content creators.
Lindsay Sutherland:And then I've got like programs.
Lindsay Sutherland:So I've got an accelerator bootcamp and a few other little bits and bobs that
Lindsay Sutherland:you can come and work directly with me.
Lindsay Sutherland:If you can stand my face and my voice, 'cause we meet every week, so you have
Lindsay Sutherland:to be part of that stuff in order to sit there and listen and, and share.
Lindsay Sutherland:And we keep those groups really small as well.
Lindsay Sutherland:So you, you kind of get put on a cohort of people, a group of people, and, work
Lindsay Sutherland:with them for, up to eight weeks to.
Lindsay Sutherland:To get your channel going.
Lindsay Sutherland:That's awesome.
Lindsay Sutherland:That's fantastic.
Lindsay Sutherland:Wonderful.
Lindsay Sutherland:All right.
Lindsay Sutherland:Well, thank you for joining the show.
Lindsay Sutherland:This was an excellent episode.
Lindsay Sutherland:Just really, hopefully we'll get people to take action guys.
Lindsay Sutherland:Listen, if you've been on the fence about starting a YouTube channel,
Lindsay Sutherland:now's the time videos not going away.
Lindsay Sutherland:It's just not, it's part of life now and we just are going to embrace it.
Lindsay Sutherland:Or just to say with me, I'm embracing video and we're going to jump in and we're
Lindsay Sutherland:going to build our channel and you can do that with the king of video, Matt Hughes.
Lindsay Sutherland:Thanks so much for joining us, Matt.
Lindsay Sutherland:Thanks for being on the show.
Lindsay Sutherland:There is.
Lindsay Sutherland:Thanks very much guys.
Lindsay Sutherland:Bye bye.
