If I Had a Dead YouTube Channel, I'd Do This

[00:01] not need to start a new channel to win on YouTube cuz for over a decade Matt's channel actually just sat there. But just a year ago he woke his channel up adding about 45,000 subscribers, 1.5 million views after he started taking

[00:15] way he did this is exactly what we're going to dive into today. How are you doing today, man? >> Absolutely great to be here, man. >> Hey, let's do it. So just so everyone's up to speed really quick, if you could

[00:29] know, who you're who you're for, what you're about, how you're making your >> Yeah, I'm an artist, been an artist for 30 years and love to create content that primarily Christian artists who are doing things like painting and sculpture

[00:43] >> Man, I love it. Hey, well if you're great person to learn from here today. Hey, so I let's just jump in. This old. Okay, what changed a year ago to where

[00:58] view your YouTube channel before? Like why did you start it actually in the >> Well, let me say what changed was desperation and I'll tell you why in a minute, but when I started back in 2009, I don't even know when YouTube started.

[01:11] >> was like six or seven, 2006 or seven. >> Okay, so I knew something about it and around that time I was going through a big transition in my life. I felt like artists. That was the kind of the mandate I had. And I was like, well I

[01:27] talk about it. And so I did and I look back at those videos and I'm like, who in the world gave me a camera? You know, we we can all look back at at that kind I did my best, I didn't know what I was doing and I started putting content out

[01:40] there, but over the years as we started, you know, I built a coaching program and started writing books and that sort of thing, other things that seemed more they were able to get more clients

[01:53] quickly, really took priority. And so YouTube for me, seemed very slow and I could never figure out how to monetize it because I was I was in the launch world. So, I was, you know, trained by a lot of great

[02:05] guys. So, I got into memberships and launches. We were doing five-day that. And so, did that for years. And when COVID came along, things were awesome. And we were really positioned, but then after COVID,

[02:20] cliff and the things that were working great no longer worked. And we went through really, I don't want to say devastating, but it was [laughter] things that are really working >> Yes.

[02:33] looking around and I was trying to think, what is the next thing? And I engine. YouTube's the second largest search engine. And videos where it's at.

[02:45] And again, just in prayer and looking around and trying to see what was going on, I found you guys and just began to to, you know, think, what can I do? I got this channel sitting there. Why not start creating some content on purpose

[02:58] and see if I can start to master this like we had mastered launching and and >> Wow. Okay. What were What were those first few videos moment you started to take it seriously, right? Cuz this could be interesting.

[03:12] You got a lot of experience coming into YouTube, but nonetheless, YouTube's still a new thing, right? So, what were those first few videos like? What was your approach to creating content? Would love to hear you as you reflect on that.

[03:24] a hope and a prayer and a and a video camera, you know, like I'm just getting sharing. I think, you know, by the time I came to it last summer, I really knew and I'm going to speak, I need to really understand who my audience is. Need to

[03:40] clarify what I'm trying to, you know, encourage them. We do art, faith, and business. That's kind of my unique, you know, what I do in the marketplace. Helping artists take what they feel like is a calling from God, but may just like

[03:52] may be a hobby into a part-time or full-time income that has both income and impact for them. When I looked over the you know, trajectory of what I had done on YouTube, most of it was this sort of waking up stuff. Like, you can

[04:05] do it. God's got a calling on your life as an artist. It's not too late. That's kind of what I started with. I just was looking at well, these things have have worked before. Let's kind of see if we can we can kind of start there and and

[04:18] using tools like VidIQ and others and just trying to to watch comments. I just just trying to to watch comments. I just began to to create content in a lane, if resonate. So. >> That's huge.

[04:31] I'd love to hear talk about this one video that I love how you phrase this >> We I mean, we got to just talk about it right now. So, it's actually it's become on your channel. It's currently sitting at over 270,000 views. The title of this

[04:47] at over 270,000 views. The title of this video is five powerful ways to honor God with your art. Thumbnail also looks really good, man. But, hearing you recount how this video was created, you're like, this really shouldn't have

[04:59] worked like it did. It's an 18-minute video. As you look at this video now, this was from 7 months ago. What was that whole process like? Did you have was it just in the in the week, in the moment it was like, here's another

[05:11] video out in the pipeline. What does this video mean to you? was learning when I was first starting out is, hey, survey the neighborhood and see what kind of topics things might be working

[05:25] in your neighborhood, in other adjacent neighborhoods and that sort of thing. And so, this kind of idea I was seeing in other things in in business and art thought, hmm, I could take this this sort of now I know the word listical

[05:39] >> this sort of you know, list-centered idea and come up with five ways, but I I mine that were unique to, you know, my kind of the theology of what I believe about how to grow a business and how to be an artist and that sort of thing. So,

[05:53] sketched out five things and but I I didn't I didn't understand a hook. I call to action up in the first third. I didn't understand of don't do a long roll in, Matt, and you know, for 30 seconds and all this and I'm so great

[06:09] guy. Don't do all that. And so and I didn't have a script. I was I was like >> Oh man, come on. >> So, but and so when it's when it like it started and I was like, "Wow, okay, this

[06:23] it kept going. One thing that I'm putting back in my more scripted, if you will, you know, videos is leaving plenty of

[06:35] space for what my coach Molly and I now call it >> Ooh. >> And because part of what I I said broke all the rules in that big video was I'm just I'm just sharing. And

[06:48] I've been I've been a I've been speaking for 30 years. I can generally, you know, I can land the plane. >> Yeah. >> But you know, you you want to say thing as as quickly and as as appropriately

[07:01] think I swung to the other side for a little while and I I look back at last fall and I think don't ever pull out and work out and script out the spontaneity

[07:13] that people love about what you do as as a coach and as somebody that that on people. So, >> I'd love to hang here for a second if that's cool because this is actually I think a a pretty big insight, especially

[07:25] >> The age of pushing buttons and scripts are generated. Especially in the age of how quickly can we get through the art is an interesting thing I'd probably be look at that video and the things that you one of the things you're clearly

[07:39] went well. This contributed to the success of the video was letting Matt be Matt. And so, I would love to hear from your standpoint like when you go about a process now, do you mind if we jump right to like how heavy do you script?

[07:54] How heavy is AI a part of that process? Because I'm noticing this whole scripting thing, man, since AI is slowing creators down. >> And it's also silently there's like this phantom drain that's on, man, and it's

[08:08] >> Right. >> What would let Matt be Matt or whoever what what's your approach now? Like what >> One of the things that I I really committed to doing when I started this

[08:20] channel and this has been like this inner transformation metamorphosis of me coming out of the launch world and trying to let go of expectations. I really have tried not to go after like

[08:34] it'll you know, all of that. I really I felt a real calling when I started re- kind of restarted the channel. I felt like the call to me was Matt, just remind them who they are.

[08:48] >> Wow. >> And so, I try to let that lead everything that I do. When you've had a measure of success in whatever it is that you do, when people see you, they automatically think, "Oh, it's always

[09:01] tell the backstory because you're so busy telling the what can be for them. >> And I think one of the things that I've just I've realized and have appreciated and it's connected my heart to the audience and the audience to me again

[09:15] >> Mhm. >> is telling the backstory of struggle and things you did wrong, the things you wish you hadn't have done, the things 10 years ago, I wouldn't have done it, you know, but I I love, you know, I feel

[09:29] like my calling is as a as a father to artists, if you will. I want to be Uncle alongside and says, "Hey, no matter what you've been through, no matter how hard God's got a creative calling on your life. You can do it. And uh I screwed

[09:42] plan. There's a there's a path forward." >> It's huge. I think you're you're hitting something very powerful. And this is the whole thing that at least, you know, for "Oh, that's almost like a sticky note, you know, that you might have or

[09:54] whatever." And it's just like that thing that helps you reorient for a second. You're flipping on the camera. Maybe AI or whatever was a part of your process, but it's like it can't outsource you. You can't outsource yourself and your

[10:07] >> Yeah. And so to answer that, not to interrupt, but just to answer the whole don't know if I have it right here. I have my I'm a big journaler, so everything I'm I'm always writing in my journal.

[10:19] >> And I and I I really try to take ideas from things that I feel like on my heart or even from from comments or questions that I'll see. And I love AI as a tool. Like I use it AI's, you

[10:34] know, the YouTube studio AI. I love for it to help me analyze channel? What are things they're struggling with? And really till I started, you know, working with you guys and and coming, you know, to to

[10:47] mastermind and that sort of thing, I never really even thought about using AI as a verbal tool. But now I I just sit here and talk to it. And my wife's like, "You and your friend are in there talking [laughter] again." But I just I

[11:00] love to kind of talk through just off the cuff what I'm doing and say, "Now help me put this together in a way that's the transformative possible." >> I love that. Yeah, if if podcast you're

[11:13] yeah, the whole dictation feature and depending on what tool you're using. All the most of them natively let you do this now. Being able to just like speak it out, talk it out, and not trying to

[11:25] downloading everything. Sometimes I'll call it like a heart dump. You know, know what what video I would make. We just talk it some stuff down there, have a tool help make sense of things, but then at the

[11:38] end of the day, what's your process for it's helping you organize, and then what you a word-for-word person? Are you a bullet point person? you're filming a video? >> I'm a word-for-word person. And um and I

[11:54] think I think you I When I look at me, I can't tell that. I'm When I'm doing When I'm Yeah. Yeah, when I'm talking on a teleprompter, I've got it paced in a way, and I I sit there like whatever AI gives me, I

[12:10] I got to go work on it. And I'm I'm putting it all in my language, and I I know the little things that I say or the way I'll pace something or I'll give I >> Yeah. >> um for things to really land. And so

[12:25] there really is a big art to learning how to do teleprompter in a way that is convincing and natural. I'm trying to do a live stream every Thursday as well, And those are completely off the cuff. And I'm fine to do that, and I'm finding

[12:40] that I don't see any one more popular than the other. It's usually the topic, you know, so I feel comfortable either way, content videos, I want to say it in the tightest, most effective way possible,

[12:54] um especially when it comes to hooks and points that I'm trying to make and calls to action and things like that. >> Any uh tips you'd pass on to someone who is thinking about using a teleprompter, maybe they just got one? Um any tips for

[13:08] it to not come across like you're reading from a teleprompter? Like I like a real thing, cuz sometimes you can tell. It's like uh it's like you're you think if you're >> I know how I speak normally. And and and

[13:23] these little verbal quips or the way I'll phrase something or pace it. >> So, I really make sure to like if I say, "You know, friend." or "Listen, man." or >> Got you. Okay. >> I put every little thing and I'll really

[13:38] space it out. So, if I'm really wanting something to land, >> I really I'll make You know, I'll make that happen so that so that it's flowing in a way. The other thing I think you got to know is your speed. And for me,

[13:53] 110 is is the speed that I I speak at. >> And that gives me energy. It keeps me keeps me moving, but at the same time, I it. >> How was that one video that went viral

[14:07] for you, as we'd say here at Think Media? Like how has that impacted the videos that you've done since then? Because it's not a surprise to me that your second most popular video of all time is a video that came out just a

[14:19] month later, five signs God wants you to create art. That's almost at 100,000 >> So, what was that like to have a video do what this one did? And then

[14:31] after that? I don't Were you stressed out? Were you like, "Okay, what do we do something's working. What is your approach to the videos after that been? art students, like when you do an art show, it's great to sell stuff, but it

[14:45] >> Wow. >> And I see these videos as that as well because I'm I'm putting out what I feel like is the best video that I can do at that moment. So, I kind of I really do try to be like, "Lord, whatever you're

[14:59] you know, take it where it's going to go. I want to learn from it." But at the same time, and again, this is where AI comes in, I want to scour that thing for What's it evoking in them? What are the questions? What are the pain points?

[15:15] What are the the things that they want to learn about next? And so, I think continues to be the most valuable because when we talk about niches, you know, niches are great. You can go to

[15:27] to and try to find the keywords or whatever, but what's resonating with your people? And I think for me the comments has helped me to do this really drill down. And so like we we figured out one of of God providing for

[15:43] money, the whole starving artist thing. That wasn't That was something I knew people struggled with, but it was really being validated by a lot of these videos. And so that's one of my, you know, again, kind of an outlier for me

[15:56] is one of these about um God's promise to provide for artists. And but it came right out of and so many of these come right out of the comments and trying to to meet people where they are. So >> I love this. I absolutely love that this

[16:09] take off like this did because here's what's cool. On that most popular video, >> Yeah. >> So can you walk us through like is maybe someone has like 50? Hey, great. There's still so much data there from comments

[16:24] What what's your process? What what's the what's the strategy there when you and you're using AI? What does that mean? Like I would there and I guess I don't know if everybody has this tool in their YouTube

[16:38] studio, but I just go to the top to the AI and and I'll say, "Hey, look at this video, analyze all the comments and give me the top 10, you know, most popular comments or what's the the general thing that people are saying?" And then I'll

[16:51] after I get that, I'll ask it like, "Give me three video ideas that could that they're talking about." >> So Matt just said something I think a that AI is helpful when it helps you organize your own thoughts, but not when

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[18:51] Media at checkout for 1 month free of Riverside's Pro Plan. Again, that's code Think Media, and we'll put that in the description and show notes below. All through a little bit of your research process, but I'd love to talk a bit

[19:05] about like, what are you doing cuz you have this volume, your baseline has What's like the money plan that's in place? Do you mind if we just talk about but then you've you've mentioned call to action several times here. So, what are

[19:19] your calls to action? Like what do you do in these videos to try to bring people off platform? >> I tried initially to do some just, you know, freebies. So, you know, download a PDF, whatever. And and we've done that

[19:32] successfully bringing people over to the mailing list. But, one of our lead our I'm not one of our lead um kind of low-ticket offer is called our Foundations Course. And so, it's a

[19:44] artists, you know, help get the junk out of your head and and really be the artist that God created you to be. It's a 9-week course that comes with a book, that is 27 bucks. >> Okay.

[19:57] >> And so much of the content that I produce on the channel is directly related to the issues that are in that. The cool thing was last fall, we had um almost a hundred small groups all over the world of artists who had gotten the

[20:12] book, gotten the course, and were starting small groups all over the world replicating what they're learning, which is totally my heart, you know. >> And everybody that's coming into the Facebook group community and all that,

[20:26] my wife was starting to be like, "Oh my gosh, everybody is from YouTube. videos. I've been watching him for 3 weeks. I just saw him today.'" And for been doing this for a long time and it

[20:39] felt like the launch ship had sailed, like is this thing over, whatever. This has been such a refreshing you know, breath of fresh air for me to realize that there are and you know, for all of us, there are millions of people

[20:54] different niches and who have no idea who we are and are waiting for us to create content. And so, the $27 thing for me has been where we started um and then we just went through a process where the the artist coaching program

[21:10] that we've had for 10 years, still very effective, but it kind of become a behemoth of just, you know, by virtue of adding things to it for 10 >> Yep. Yep. >> We made a really scary, but strategic,

[21:23] prayerful pivot to take the guts of that and turn it into a 36-lesson program with a coaching community, and we just launched that last week um, for $497 one-time purchase and $37 a month

[21:38] with that. And again, just affirming, okay, >> [laughter] >> We've got something that's been proved, and we can replicate this, and and we can keep moving forward. So, those are

[21:51] >> Okay. I I'd love to hear about you mentioned this launch that you just had, and it's like a it's a YouTube launch. So, maybe if you don't mind, just for we might back up a couple steps before I want to hear about this launch that you

[22:06] >> [laughter] >> What does that mean to I guess, you know, to do a launch, and then you do it with YouTube? >> Yeah. What does that mean? >> Well, when I say launch, um, I was a

[22:18] student of Jeff Walker for so many years who's who is the launch king, you know. >> And, um, learned so much from him. And so, I I just like stand on the shoulders years. But, so much of that that I learned to do was email-based, and then

[22:32] would do a launch back in the day, and and I've spent hundreds of thousands of dollars on ad budget for for launching over the years of this idea of we're going to run ads, get people into a free challenge,

[22:46] >> and then do the five days, and then five days of open cart, and it would I mean, 30 to 50,000 dollars a launch easy on ad budget just to get people in a bucket on Facebook, you know, in a group that you

[22:59] >> And so, you better hope that you're a >> Yeah, pretty much spot on. >> Yeah, right. So So thankfully, um that worked really well for us over the years and we had done it enough before COVID

[23:13] that when COVID hit, as crazy as it was in the world, for us, it was incredible. We were I was doing launches with 10 and 15,000 people and we were converting 7 to 10% of those people into our membership and

[23:26] um it was just a huge huge blessing and it like a big megaphone, you know, out But our launch, um and my wife runs all this on the back with our team. At that point, we had about 14 people on our team and we had

[23:40] about 14 people on our team and we had about 1,500 launch tasks that had to be done within a 6-week period, plus all that budget in order to roll these >> Okay. >> You're talking text text campaigns,

[23:52] the >> Yeah, that's a lot. [laughter] Yep. >> all of the stuff. So we were in it to win it, but it was it was a lot of work. >> A little bit of

[24:06] >> I don't know if I got it in me anymore. >> Hey, real quick, if you're listening or wake up the same way that Matt got his to wake up, it's important to know that this didn't happen by accident. You've heard Matt mention his coach Molly and

[24:20] here at Think Media inside of our accelerator program. So he Matt has actually had someone by his side to help him navigate through building a YouTube things, but also the business side of things. So if you would like that kind

[24:35] anymore, it's time for something to change and we would love to invite you to apply at viralvideo coach.com if you think that one-on-one coaching would be with your YouTube goals or your business goals. It's a free call. It's

[24:50] some information about your channel, about where you're at, what you're and if it's a good fit, you get to hop on a free call with our team, someone channel to help you strategize your next steps. So again, that's at

[25:03] viralvideocoach.com. All right, back to Matt. >> And as it, you know, after COVID, the the prices started going up and less people, less people converting. I think people got launched out, you know, it

[25:16] see it coming. >> Yeah. >> So with this, with YouTube, I would, you know, I think one of the masterminds, I heard people doing this again. I'm like, okay, I can I can do this, but I'm like,

[25:31] doing any ad budget. Like I'm going to test it organic before we were to spend anything on it. I'm just going to hit our email list and advertise it on on the channel. And we're just going to do it, me and my

[25:45] wife. Like I'm not involving anybody else. I'm doing the graphics, the you know, I made the PDF, I'm doing the whole, I'm working my own switchers on, StreamYard, the whole deal. So we put it out there and we got 2100

[26:00] people that signed up with no ad budget. with no ad budget. Now, I just have to say, that was huge. Just just that was huge. And uh so I'm like, woo, thank you

[26:13] >> And where are those coming from, Matt, by the way? So 2100 people from YouTube, just YouTube videos? >> Primarily from YouTube and the most of our we we've done this other thing these last few years of just peeling people

[26:28] off of our email list. I mean, we had 100,000 people on the list at one time. was free launch people. They just, "Ooh, I want something free and then I'm out >> Yeah. >> So we have been really, you know, trying

[26:40] we don't want to bother people. We don't want to talk to people that want to hear >> Yeah. >> So most of the people that came over for this, some were from our our list, but most of them, the lion's share were from

[26:52] from YouTube. You know, coming from an uh just a hey, we're doing this we out how to be the artist that God created you to be. And so they came on get opt-in for it and um and instead of doing five days,

[27:05] I'm like, I can't even do it. >> [laughter] >> I can't even do it. And I've got launch trauma, you know. And so I said I can do I can do two days and a live Q&A.

[27:19] >> Okay. >> And so I did a Tuesday um like uh 12:00 to 1:30 no about 12:00 to 12:00 12:00 to 1:15 so, you know, 1:15 so, you know, uh 75 minutes or whatever. Um a live uh

[27:32] the first time and then on on Thursday I did another one and that was half teaching and half presenting the offer and open cart for the Thriving Christian channel or was this hosted >> Public on the YouTube channel but, you

[27:47] out the link so we're doing reminder stuff. So we had I'm just looking at the numbers. We had um out of 2100 we had numbers. We had um out of 2100 we had 529 people show up the first day and 457

[28:01] >> Man. >> Which I thought, hey, that's pretty strong, you know. And um 25% you know, issue [laughter] of of 25% you know, issue [laughter] of of people showing up. Tons of comments, uh

[28:13] crazies, you know, we've kind of learned >> Oh, that's good. >> in this stuff, you know, 5% of people are going to be crazy. You just it just >> But we didn't have crazy which was like again and then on the Zoom call we had

[28:27] almost 250 people there. And it went on for almost three hours of me sitting there and just answering questions off the cuff from people that had had been on. The interesting thing was we we ended up selling um

[28:44] was we we ended up selling um about 100 we sold 129 of the courses about 100 we sold 129 of the courses and we brought 151 people into the new community. It was phenomenal. Was it the biggest launch we've ever done?

[28:56] Absolutely not. But for no ad spend and for uh trying something and launching it, it was absolutely impactful, cash positive, profitable, and it proved that

[29:08] the product meets the market for where we are now. And that was the biggest >> Man, I'd love to ask you the classic question, but I think it's so helpful someone like you who just restarted their channel, um

[29:23] what would you say to that person who who probably feels a little bit like YouTube for a little bit, they've been at at content creation for a little bit. Maybe there's they're losing the wind in their sails, starting to question if

[29:36] they should keep going, you know? Um what do you What have you learned ask you to coach us for a second as we close, like what do you often tell undoubtedly this is part of the process, the resistance, the questioning, the

[29:50] >> how do you overcome that? >> Well, I always say, you know, the pushback that you feel is is not proof that you need to stop, it's proof you're the it's all of the stuff out there that's saying, "We can't let this person

[30:03] there, this thing's going to blow up. It's going to be incredible." And so >> I would If you can reframe that in your mind that the struggle that I'm feeling >> Wow. >> Um the other thing I would say is that

[30:17] specific city of what you're called to do and who you're called to serve is do and who you're called to serve is just so so important because, you know, we can all be, you know, masters of a lot of different things you know, and do

[30:29] this shotgun approach. But I think the thing that works for me on YouTube and other creators that I know and really in anything that we're doing in business is choose the thing that you are the most passionate about, that you are the most

[30:41] skilled at, the thing where you see the most opportunity at, and give yourself to that. And where you put yourself out there, and other people are going to find you. And where that opportunity comes together, that's where there's an

[30:53] opportunity potentially to have a business, to have an income, an impact. And um it's trusting the passion. Right? That's in our heart to be able to to do listening, even when we feel like that there's not an opportunity because for

[31:08] artists, and I think for me as a a person of of faith, I can't do something could do it or just cuz it's it's going to make money. That is the quickest way >> And so if we're going to be making a living at doing what we do and and

[31:23] serving people, I want to do it in a way that I'm passionate about and I know that I can do this for a long time. I hope that I'm here when there's hologram >> [laughter] >> You know, whatever, but I want to be

[31:37] doing it out of this place of life and of of burning passion, not just what's most clicks cuz that that's a quick way to to burn it all down, so. >> I love it, man. Thank you. I'm thinking too that counterintuitively, like you

[31:52] talk about trying to put wind in other people's sails, but this approach, I >> Absolutely. It's like it's this fulfilling sort of cycle that happens, >> Yeah, I've I've said to all my coaches, they're like, "What's your goal? What's

[32:06] your income goal?" I'm like, "I really don't have an income goal. I have an >> Yeah. >> I want to know that when I speak and I know will help them, that we're doing it in a way that they can take advantage

[32:19] them. And And that And that's why those two little sales this week, you know, "It's working." Like this is this is the the machine is starting to work, you jazzes me. >> Huge thanks to Matt for this one. What I

[32:35] a brand new channel. Matt actually just woke up a really old one, which is like to me proof that winning on YouTube consistently comes down to three things: clarity, strategy, and then how consistently are you clear and strategic

[32:49] your upload-to-upload. You know, Matt and I were talking before we recorded that something that really helped him was getting away from the one-off tactics and plugging into formulas, plugging into sequences and strategy.

[33:05] appreciated about Think Media and from the way that we coach. And actually want to pass that on to you. Do you feel like you're just running off of YouTube hacks and overindulging at the YouTube tactics buffet and not really getting anywhere?

[33:18] it our way. Try it Matt's way, the way that he did it. And right now we've got a few slots that are open in our one-on-one coaching program, the RA you can apply right now at viralvideocoach.com.

[33:31] It is application only. It is one-on-one. It is all gas, no brakes. It is full-on YouTube coaching to help you build a business around your YouTube channel. And so, if you think this might be a good fit, if you think that this is

[33:43] for the rest of this year to finish strong, I'd like to encourage you to apply at viralvideocoach.com. And hey, like Matt said, the pushback you feel isn't proof that you need to stop. It's actually proof that you're on

[33:56] the right path. Don't stop. Like, rate, share, review wherever you watch or listen. This is the Think Media Podcast. I'm Nathan S. Wine, and I can't wait to I'm Nathan S. Wine, and I can't wait to connect with you in the future episode.