hey everyone this is Stefan James from
projectlifemastery.com Animus here right
now is my good friend Dan Locke and
today we're going to share with you guys
how to make money on YouTube now Dan is
a very successful youtuber he just
reached over a million subscribers which
congratulations thank you thank you and
I've also been doing YouTube now for
almost seven years and I know a lot of
you guys are here watching this right
now you have an interest in building
your own YouTube channel and we want to
show you guys how we've built our
channels why we think YouTube is one of
the most powerful opportunities to
attract people to build your business
and to make money from in a way that is
different than what you might be
thinking because you might think that
the best way to make money from YouTube
is by having ads on your YouTube channel
but we're actually gonna share with you
guys the real way on how to leverage
YouTube to make six figures seven
figures eight figures and even beyond so
Dan thank you so much it's always great
to be here in your I don't even know if
I'm a youtuber I guess I know right
there's so many things I need the two
two t-shirt yeah thing like that yes so
do you mind share with people how did
you get into YouTube and how you just
hit a million subscribers
what's that journey been like for you
well first of all with YouTube I never
thought about beyond YouTube right but
you know I've been doing marketing and
in business and internal marketing for
us forever now yes I feel like a
dinosaur a long long time right so with
YouTube i I think I uploaded my first
video back in 2015
right you and it was just some footage
that I have from like from my speech
right right so I just saw that up there
cuz it was actually from my video guy at
a time he we filmed different things
that I have and he asked me the question
well what do you want to do with this
footage right I'm like I just cut them
up in there throw them on you might as
think about I put up there and then
slowly it got a bit of traction the
first 10,000 subscribers I was making
six figure from it right right I was
like this interesting yeah what if we
have we hit six-figure subscribers with
that generate significant income yeah
and now seven-figure subscribers what
their genetic figure income and that's
exactly what happened that's awesome and
we're gonna talk about all the different
ways as you guys probably know that you
can attract people you can market
whether it's Instagram or face
book and why we think YouTube is one
most power 100 but you know I think
that's a great example you don't need to
have a lot of subscribers and you saw
that you know the amount of money you're
making from that compared to other
sources of traffic I think there's a way
for to we to leverage YouTube because
you have youtubers where they have a lot
of followers yeah where they have lots
of scribers but it doesn't translate
into revenue income yes there's a
difference right now if you're not
making money from a hundred thousand
subscribers your part not making money
with you yeah I always say you cannot
multiply 0 yeah right if you're not
linking money with a solid business
model then it doesn't work yes but if
you do have a solid business model yes
then it could work right yeah your story
is a little bit similar because when I
started with YouTube in 2012 yes I was
yeah I wasn't doing it to make money I
didn't think I was already doing
publishing books I was making money
online in different ways but I actually
did it because I wanted to share my
goals I wanted to have some
accountability at the time I was doing a
fitness competition oh yeah and I wanted
to share a little bit my journey and it
actually helped me more regardless of
anybody actually doing it because once
you make that public commitment it's
like a declaration to the world yeah
these are my goals is one of you right
yeah some what happened though was I had
a few videos that I attracted people and
I was like wow I'm getting subscribers
of getting view I didn't really even pay
attention to that right and then I had
people reaching out to me at the time
for life coaching and they wanted to
work with me than they wanted to learn
how to publish books and so I said okay
well I'm gonna you know create something
more that and it actually turned into a
business and I think going back now and
I'm sure you now based on what we know
you could have built it so much faster
so much easier based on which when you
actually have a strategy around that
he's why I think YouTube is powerful
right now you have Facebook your
snapchat a lot of social media platforms
if you look at let's say snapchat yes
which the content disappears right you
have Instagram or Facebook where every
single day you get new new things new
feats on your wall and doesn't matter
what how good your content is after a
very short period of time it gets pushed
down yeah it's always something new yes
YouTube is the only platform which you
think of YouTube is more like a search
engine yes it's it's owned by Google
it's a second largest search engine
second largest search engine
and it's people go there for
entertainment for for escape for
whatever it is but also for information
and solution and because it's more
keyword search based that the effect
that you have is continuous yes like you
could have a video that I'm sure you've
seen it I have a video that I created
maybe six months ago a long time ago
yeah and they didn't do particularly
well suddenly it would go viral yes
right it would just go get hundreds of
thousands of views I was like no way
like what what is going on here yes and
also it has a snowball effect right that
is huge where every other marketing
efforts think about email we sent an
email yes with generating revenue but
that's gone the next day it's now hope
how to emails anything you do running
ads you think about all these activities
maybe except blogging where you have
this continuous effect where you do the
work once but it's it's working for you
it keeps working for you yes right and
it's always there
and it brings in new could be new leads
for your business or new new customers
right and new revenue that's very very
powerful like that to me is something it
feels like you're building something
versus you're always just like chasing
creating success marketing thing right
yeah and right now you know video is the
most consumed content hundred online and
that's why even like Facebook they're
trying to be a video platform and if you
scroll through your feed whether it's
Instagram or Facebook you see a lot of
that video but I agree YouTube is the
best place to put it because of that
factor I the mindset I always have is
that every video I create is like
planting a seed and sometimes you don't
see it sprout right away and some grow
to be bigger than others but my channel
gets over sorry over a million views per
month but what people don't realize most
of those views are not from videos that
I'm publishing recently it's because
over the last seven years I've got
videos that I planted those seeds and
they've sprouted and certain videos I
have get me you know ten thousand views
a month like right now both of us we
have videos that we published over the
last few years that people are watching
right now as we're creating this video
and that's the power of it it
creates a passive it's very of a passive
model versus a lot of social media you
always have to be at to been creating
more and more social media having game
it's like I always describe social media
it's like a like a like a monster like a
machine like a Content monster that it's
never satisfied yeah you always need you
need a feed the monster yes and and it
will never be enough versus YouTube on
the other hand when you create content
and like I was talking about snowball
effect meaning after a while like
example I don't know what's your numbers
like how long it took you do you
remember to do give go for like zero to
like 1000 subs and what is very slow at
the beginning right I remember the first
few hundred subs right I have I set up
different Google account to subscribe to
myself I get my mom to subscribe or I
get my cousin from Taiwan to subscribe
yes it was so so bad if the boy
subscribe to my channel but then after a
while so it took me a long time example
think about it it took me from 2015 and
then November to April 2016 to get the
first 1000 subscribers by the end of
2016
10,000 subscribers so imagine beginning
of 2017
I had 10 thousands of backers right I
went from 10,000 subscribers to a
hundred thousand subscribers in one year
so in 2017 and then 100,000 subscribers
in beginning of 2018 - at the end of
2018 1 million subscribers right so
think about in 2 years time it's 100
times yeah yeah yeah where else to go
social media there's a point you get a
tipping point and then everything blows
up from there and I think there's
there's a very powerful viral effect on
YouTube yeah where if your videos gets
great engagement a lot of views you know
long watch time then YouTube starts
promoting it recommending it and puts it
on the homepage versus with social media
again it kind of you know it can have a
moment of that but then it kind of goes
down and disappears people can't find it
it's not like a search engine and then I
found with SEO with Google it's very
slow there's no viral effect that a blog
post really blows up you know it's a
very slow process I think YouTube once
you know the strategy and you've created
a whole program teaching people your
strategies for this once you know how
how to optimize your videos in their
content which a lot of people there's
putting out videos bit on the line ly
aimlessly right so we'll talk a little
bit about that I also want to ask you
though about the quality of leads that
you attract because I know you do social
media and everything there market but
with YouTube specifically there's a
different quality of lead the
relationship you're building with them
by them actually watching you just like
you guys are watching us right now and
listening to us or focus it's different
than a podcast or just reading an
article you mind sharing what have you
noticed in terms of the quality of leads
in terms of warming them up before you
do offer and make money from them it's
very simple
again it's through this period of time I
had many aha moments right yeah and even
when I hit few thousand ten thousand
subscribers I wasn't taking it super
seriously he's only a hit to a point
where I have people even this is before
I even had like all these subscribers so
maybe and a few thousand subscribers
right I people walk up to me on the
street where oh dang right I recognized
you
you see I've written now thirteen books
yeah I have been on I don't know
hundreds of podcasts I've done hundreds
of speeches I have never had someone
walk up to me say hey I read your book I
read your blog post or or a listen to
podcast never happen yeah maybe a couple
times we all recognize you from one of
your your speech a few times but I've
had many names it is where I could be
having a lunch with someone or I'm
walking the street you walk up to the
toilet yeah I watch your videos yeah are
you Dan Locke yeah and this effect it's
amazing yeah and I call this a halo
effect where you know like my books all
that doesn't count like what's going on
here right
but somehow the videos when they walk up
to you you can see they are excited yeah
right they feel connected there's a
relationship they feel they built
yesterday those every day oh
they know you and they feel they and
they they know your story yeah you know
sometimes they walk up to me and to
always Janey it's like they'd really do
they know your story know your
background they know my Chinese my wife
and all these things and from a business
perspective I'm like this is so powerful
because if I could have this connections
with not ten thousand people but maybe
20 30 50 hundred thousand people what
would that do to to the business and
that's exactly what happens that the
halo effect which I didn't see there
with any other marketing Asst then I see
in the path there had that kind of
factory yes there's a there's a level of
depth I think you get versus social
media sometimes it's more surface level
yes you know they see an image of you or
a short clip but when they're watching a
video like as you guys are an emotional
yeah you guys are I like it that the
engagement is much better than a podcast
cuz podcast someone's driving in their
car you know they're at the gym yes you
know even if you give them a link or
call to action you know even in terms of
the monetization aspect of it they have
to write it down and go to the computer
a later right verses from YouTube you
can take someone from a YouTube video
build a relationship add tremendous
value build goodwill and then you know
offer them something more whether that
is your product or project I think it's
dead to video it's very very intimate
yes right right right now think about
this is we are sitting here we are
chatting having a conversation I'm
inviting you to my to my home right this
is very very personal right very
intimate like you're sitting here with
us just just listening in and asking
questions it's a little bit like that
so if you think about with with YouTube
versus any other platforms you think
about how TV back then was motion
pictures or even movies if there's
something about video that is different
from any anything else
yeah and because now with YouTube even
kids now growing up they're thinking
about their kids Millennials they don't
watch TV anymore yeah yeah yeah that's
true it's like hey I'm youtubing yeah
it's like a YouTube but I can watch when
I want where I want one of
yes that's how they think just like
Netflix versus you think about any other
traditional forms of of media where it
could be magazine could be radio but you
look at celebrities you look at really
our celebrities in the world movie stars
TV starts reality starts one thing that
all in common video yes it's all video
and now because with I believe this like
bigger picture TV and YouTube and social
media that's so blurry that line is so
blurry meaning before YouTube or maybe I
just watch it for my computer back then
but now I guess what I'm watching
YouTube on my big TV I'm watching I'm
watching YouTube on my iPad yeah yeah
I'm watching movie for my iPad I'm
watching movie from my big TV the
deadline is very blurred so what he
means is you can see that's why certain
YouTube starts when you're a YouTube
star there's no difference between a
YouTube star and a wheel so let's start
yeah and there's no difference between
even you can see now celebrity style
want to be on YouTube yes vice versa
that light is blurry it's it's one yeah
now what he means is for before so what
someone to do is let's say you want to
be famous they want to have more fame
they want to be more get more exposure
traditional media if you want to be on
TV is very difficult if you want to run
an ad it costs huge amount of money but
now YouTube it's the only place where
little guys little girls right it levels
the playing field they could put out
their content that connects with people
and they could be an audience yeah
starting from nothing there isn't any
other platforms that can do that yeah
with little new low resources very true
right you all it takes is that's your
audience will Lake to you yes it's just
stuff good you know yes yes that's and I
want to address the mental component of
it because I know some people might
watch this and they know about the
opportunity and it's only going up but
what stops them is the belief they have
or the fear they might have of oh I'm
not a great communicator I'm not like
Stefan or Dan or you know English is my
second language or I have an accent or
it's also my second language
I always think with the necks of that
but those are things that you decided
not to let stop you other people they
let that stop them so you mind sure you
know what you know I guess around those
concerns that people have about putting
themselves out there in that way the
fear the doubt they have about being a
good communicator or speaker which I
don't think you have to be at all in
fact I'll share my perspective on it but
let me hear your thoughts first of all
their soul because you could be so that
with billions and billions and billions
of people around the world watching it
that there are so many channels out
there I'm sure you've seen some of those
channels there are channels out there
where they say the animation channels
where you don't even see the person's
face you have seen like cooking shows
right it could be like crafting it could
be all kinds of channels or or I've seen
channel where like even for for kids
right it's not about you it's very
interesting people might think the video
it's all about you you to basically not
about you yeah it is if you make it all
about you unless you're like SuperDuper
whatever like vlogger you're already
celebrity that's a different story
people will follow you
but when you are getting started it's
not about oh this is me this is how cool
I am this how smart I am and this is
look at me and other it's not about that
it's about connecting where the audience
the way that I see it is actually very
simple is you are connecting with people
just like you
right yeah it's there is then other
Stephan James out there yeah is then
other Dan lock out there there who could
has similar story
maybe it's my boat my bowling story
right I get bullied in high school maybe
it's my martial arts story it's just me
and guess what because there are deal
billions and billions and billions of
people out there you will find that
person who's you know what I have a
similar background right that's I grew
up in that within that environment oh I
have the same challenge and when you
share your story that's why it's not
about you they connect with you yes so
it's not about that it's not about are
you gonna be cool you gotta have days
you gotta have all this it's not about
that at all one thing I believe I
believe in the power of authenticity
yeah
and I make mistakes all the time when I
first started I just had a little
digital camera and I put it on a stack
of books yes and even during my video I
had this one video that blew up in 2012
on my morning ritual yes and I think it
has almost a million views but that
video during the filming of it I was
swearing I made mistakes my camera fell
over at one point and I fixed that I
lost my I had a whiteboard and I lost my
pen and I'm trying to find a pen and
when I realized from that is I think a
lot of people have stopped some is they
think we have to be perfect no and I
believe that authenticity being
authentic is a thousand times more
powerful because if you are trying to be
perfect or too polished I find that
people can can't relate to you because
everybody knows that nobody can be
perfect so part of them they're thinking
the audience what is this person hiding
what do they really like behind the
scenes and I found that by you just
being authentic and just being you and
that might be messing up making mistakes
it might be your camera falling over or
whatever it is but that allows people to
relate to you yeah versus I think
sometimes people think that they have to
be like a guru or an expert and that
actually distances that connection
sometimes because they look at you up
there and they can't relate versus if
you're just somebody on the same journey
you're just like them and you might just
be further ahead than them that someone
they can connect you and relate to and
even even study your work in terms of
your other videos at first you were more
like a reporter right yes it's it's hey
here our viewing but we're viewing this
I've gone through you know Tony Robbins
event here's what I've learned which is
a very powerful thing to do because it's
not oh I'm the Guru I have all the
answers it's more hey he's what I've
learned is what what I'm going through
and people can relate to that and I
think what's very powerful this is just
my personal journey has nothing to do
with business now
before YouTube I'm already a very very
good speaker I got tons public speaking
for many many years but somehow talking
to the camera I sucked I freeze because
when I'm speaking to an audience I can
interact with it yes like I need people
I need I need people in front of me too
you know
rub your hand and and yell back an
answer I need a feed off the energy but
somehow when I'm talking to a machine he
feels very strange yeah right so I would
do a I remember I would do a video which
is like a two-minute video and I had to
scrape it out word for word now I don't
have to do that in speaking but somehow
in camera I'm trying to make it perfect
right scrape it out word for word and
make sure the life is good ever look
good and then it would I would take like
1314 takes to do a two-minute stupid
video right yeah and it was so difficult
and I made a decision and say I need to
overcome this even me all right I need
to overcome this why am I so good
onstage and yet in front of camera I
freeze like what's going on internally
because there's something going on right
and I realize it's that perfectionist
yes I try to be perfect and when you try
to be perfect
you up a lot that's what happens
when I'm gonna try to get every word
perfect you them a lot but when you
let go you don't care it's okay so when
I somehow overcome that fear that
uneasiness talking to camera they
actually even take my communication
skill ability to that next level I think
doing YouTube putting putting the
business benefit aside I think it's a
very powerful personal transformation
journey yes because you're dealing
you're watching yourself on video
it's critiquing yourself you're
listening to yourself you're dealing
with haters like this is the out to me
it's like the ultimate personal
development seminar yeah you could tell
what do you think oh I totally agree
because I've always that the mindset
I've always had is that every video that
I create I benefit from the process of
creating it often times more than the
person actually consuming it because
when you teach something you learn it
twice right so it forces me to learn
things more of myself and grow so that
and you know I I really have to live it
at a different level if I'm gonna teach
it and share it with other people but
yeah I mean that you grow you watch
yourself on the camera net first I get I
I was a very shy person I
I was the last one he's more than
introvert he is more like a ninja yeah
the last person you'd expect to be on
you
yes if your ask anybody back in my high
school that would be a youtuber that was
just out of the question but by putting
myself out there and from the camera it
helped me become a better communicator
the first time you ever watch yourself
on the video you're gonna feel
self-conscious you're not going to be
aware of no you look like I do I have
that weird mannerisms you might say look
like are you oh yes no no that's not me
right the gift of that is that I look so
wrong you can you can improve yourself
from that and and you get better and
better and I've got to become a better
communicator it's led to opportunities
to interview great people and surround
myself with them so I I agree though the
process the journey of this it's very
transformational for yourself regardless
there's transformation of money or
subscribers but it is like you start to
learn to eliminate your own defects yes
and you start to like yourself yes
because most people do not like
themselves when they watch their videos
they don't like the way they look they
don't like the way they sound
they sit in front of the staff in the
mirror it's like I don't like the person
I'm looking at but with video you're
constantly getting feedback yes and then
my motivate you you know what maybe I
literally look you know nicer I need to
be more tickly just through this process
you improve a lot as a person yes Pulis
artist this is benefit this is absolute
you get more customers Milito income
that's all cool but I think just doing
that video even as a as a as a tool to
talk him in your own process yes the few
years I'm watching some my videos back
in a few years ago yeah I'm like I've
grown I can see right I can see how I've
grown right so which is a good journal
it isn't like a journal in distance the
difference is most people students
private our journals it's public yes
right which will be accountable yes so
let's talk a little bit about making
money on YouTube yeah so a lot of
youtubers funny enough they they might
have a lot of subscribers a lot of views
but they don't know actually how to
monetize that correct and you don't need
to have a lot of subscribers or views
you just have to have a good strategy
around actually making money from it but
I think the big misconception people
have is that the best way that you make
money from YouTube is by monetizing your
videos by having the ads displayed
correct and I make some money from that
you I don't think even have that on at
all but it's more the
actions that we're making the money so
you might share with people what are the
different ways that someone can make
money on YouTube and I think the way I
view YouTube it's a little bit different
from how most people view YouTube a lot
of people they think about YouTube
they're about it's more about making
videos right right they're going you
wanna make some videos that's why I said
it's not about you it's about your
audience who you're connecting to so I
believe it's not about making videos I
believe it's three things I believe it's
about making an impact yes making money
and making a difference now in how you
do it let's say even you have a channel
that it's maybe focus more on comedy
like or making people laugh well that's
okay you make an impact on people's
lives you're making their day a little
bit better right now before they watch a
video they were not so happy that well
after they watch your video they
entertain they're happy maybe your
channel is to to motivate you see
motivational channel to pump people up
that's cool our channels are more
inspiring people educate educating
people about business about marketing
about different aspects of life that's
perfectly fine too
it could be a channel that's on could be
on cooking or it could be on Fitness yes
right again it's making an impact making
money and making a difference so you
think about if that's the focus the
objectives and then it's not just about
like oh I want to make some videos now
if that's the focus instead of using
YouTube us or I just want get a lot of
videos or I want to get a lot of
subscribers that's perfectly fine but
exactly how do you help people solve
problems yes if they're going online
they're searching for different
solutions one way it could be something
that you teach maybe a super affiliate
marketing where you're creating a
YouTube video reviewing a certain
product talking about certain process
solving a problem and hey if you want
more information here is something that
you could purchase that's a very easy
way to help people and also make money
same time all promoting your own
products and services if you are you
have any kind of business at all I don't
care what business you have it does not
matter you can you educate your
potential prospects on your products
your service or how you do business
example let's say if you are a real
estate agent and
how many wheels the agents are there in
North America hundreds of thousands
everybody's kinda the same thing I can
list your home I can sell your home I
can buy your home all this stuff but
instead what if you create a little
YouTube channel educating people hey you
know what not just showing the houses
he's my listing that's all that's all
cool but what if you steal your personal
brand that's why it's about building a
personal brand building a YouTube
channel run your persona and your
expertise your skill hey my name is Dan
lock I'm a real estate agent in
Vancouver and let me share with you this
is the process that that I have when it
comes to listing when it comes to
marketing the property hey let me show
you this house I'm vlogging this is the
house that I'm gonna be listing look
this is the staging that I do right yeah
these things I do imagine this this is
now not just just one on one you're
creating a video you're putting on there
it's getting hundreds of thousands of
views locally anyone who watches that
Channel they are now getting an idea oh
this is how you work yes this is how you
this do business this is what you stand
for this is your business philosophy
that is extremely powerful because that
works for you 24/7 Yeah right that it's
better than any marketing that you can
do I have a theory it's called
consumption theory meaning for every one
thousand dollar people spend with you be
nice they did it at least consume one
hour of your content right I'm
generalizing this right but for every
one thousand people spend with you need
to consume one out of your content now
think about if you have one day hour one
hour of content it could be a bunch of
five-minute video ten minute video it
could be one long video like this it
could also be a different it could be a
blog post but you think about it's a lot
more difficult to consume that blog or
or depth Instagram post which is five
seconds yeah to accumulate that one hour
of off time using trust you can only do
that via video yeah yeah so if you
already have a business you can use it
to you can use it to sell your books the
real estate I love because you're making
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