The Art of Blowing Up a Business YouTube Channel

I'm about to break down one of the videos that helped us take a channel from 150 subscribers to 3.7K subscribers and five figures in cash collected within 45 days.

For proof, here's me inside their account:

On the surface, this video looks simple.

A hand sanitizer comparison on a white background with some black text.

Who can't do that, right?

What people don't realize is how much actually goes into a video like this.

And today, I'm giving all of it away.

There are 3 steps that go into the idea behind a video like this.

The topic, the angle, and the format.

Then there's the packaging, which is the title and thumbnail (we will get into that later)

Let's go through the ideation portion.

First, we have the topic.

The topic for this one is DTC e-commerce products.

That's just who the ICP is for this business.

They're talking to DTC e-commerce brands.

So if we talk about DTC e-commerce brands and products, it's going to attract the right people.

I don't think this part of the video needs to get more complicated than that.

(Yes, we’re done that section)

That brings us to the angle.

For this video, we're going over the strategy behind boring products that make a lot of money.

At first glance, you might be thinking, "Oh yeah, that's not a bad idea. That could be interesting."

The reality is, we didn't just shoot from the hip here.

This isn't something we guessed.

We saw multiple videos in the past 30 days blowing up with some sort of boring angle.

You can just scroll on YouTube and you'll see boring almost everywhere.

So before we even made the video, we knew there was a high chance the audience would accept it.

That's why we leaned into that angle.

Now that brings us to the format.

The format is just how we present that angle.

Because there are a lot of different ways we could have gone about it.

It could be "The 7 Best Boring Brands."

It could be "How to Grow a Boring Product From Zero."

There are tons of options.

What we ended up choosing is turning it into a psychological system.

We broke down the psychology behind what this really is: manufactured scarcity.

Then how brands actually implement it, using real examples.

Then how viewers can apply it to their own brand.

Now, the reason we did this is because this industry is being flooded with product reviews.

Especially since we recently did a video that got 286,000 views.

That one was based on a funnel breakdown, and a lot of people are trying to copy it.

So we wanted to take it a step deeper, into something people can't copy.

We dove deep into Noah's knowledge and broke down something he can explain at a really high level.

(Product drop strategies)

With really specific examples on brands that might not be as popular for people.

It's really just leveraging the topic and leveraging his expertise.

That's the first half of the system: where we came up with the topic, the angle, and the format.

Now this is where I think things start to get a little more fun.

The title was "The Art of Boring Products That Make Millions."

The title was pretty straightforward, because we already knew we were doing something around boring.

We knew "boring" was a viral factor in itself.

Then we found a title that relayed that perfectly: "The Art of Boring Startups That Raise Millions."

I know the people who actually run this channel.

Shout out to them, but they're under NDA, so I can't give them a proper shout-out.

We've also seen "The Art of" do well in other places.

Especially on our own channel, where "The Art of Winning in Ecommerce" exploded for us.

So we knew it was already pre-validated on our exact channel.

Now, there are a few different pieces here.

We have "The Art of."

We have "boring."

Both of those are validated.

Then we have "products that make millions."

Why did we go with the word "products"?

Why didn't we go with "brands"?

Because I wanted to speak to a wider TAM.

This is a top of funnel video.

We WANT to get views on it.

And a lot of people are going to sit here and say, "This isn't going to convert."

I 100% agree.

It's not meant to convert.

That's not what this video is for at all.

We're trying to expand the TAM and take over a portion of the market share, because this niche is getting more and more crowded.

So we leaned into "products" to maximize the TAM.

And "make millions" came straight from the original outlier.

That brings us to the thumbnail, which is my favorite thing to break down.

There are three different elements here.

Element #1 is the actual product we showed on screen.

We saw this video from Carson Scott do well breaking down this exact product, talking about the boring stuff about it.

So we knew this exact product was already validated within the market.

Element #2 is the comparison.

Once again, on Carson's channel, we saw "The Art of Selling Boring Products."

He has something on the left that looks great and is worth $0.

And something on the right that's super boring and worth $1.5 billion.

We took that exact concept and applied it to our thumbnail: comparing the two products against each other.

His argument is that the boring stuff is way more valuable than the flashy stuff.

Ours is a little different.

We're saying both of these products are boring, but you could charge 10x more for one of them, just because it's pretty.

The argument is different, but the concept of comparing the two is what we were going for.

Element #3 is the text.

This is something interesting we saw in a completely different industry: "unlimited."

For example, Instantly has "Unlimited Leads."

It works in titles.

It works in thumbnails.

One of them even uses an infinity sign.

That's something we've seen work all the time.

So we asked ourselves, how can we take that viral vector of "unlimited" and put it inside our system?

We went with "Unlimited Demand."

In this video, we're arguing that these boring products have really strong product drops, whether it's a new colorway or something like that.

It's all built off of manufactured scarcity.

And manufactured scarcity is essentially creating demand.

To tie this all together: this brand, even though it's hand sanitizer, can charge $20 per unite.

It's the same thing as the product on the left, yet it's charging 10x more.

Because it's able to create unlimited demand for its product.

Now put that next to the title, "The Art of Boring Products That Make Millions."

Here's what it's telling you:

These boring products can make millions because they charge 10x more, thanks to the demand curve they've built in their favor.

That's exactly what we validate in the intro, which I think is important to touch on too.

Because we don't really talk about Touchland.

This is not a Touchland video.

We just say, "How do brands take something as boring as hand sanitizer and turn it into a nine-figure business? Because Touchland scaled to a nine-figure exit….”

And that's pretty much the breakdown.

I got good responses the last time I did a long letter like this, so if you want me to keep doing them, just reply back yes, and I'll keep them going

See you soon,
Braden