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How To Start A 7 Figure Clothing Brand From Scratch With Raphael Schneider

Published on: December 9 2022 by MyWifeQuitHerJob Ecommerce Channel

How To Start A 7 Figure Clothing Brand From Scratch With Raphael Schneider

How To Start A 7 Figure Clothing Brand From Scratch With Raphael Schneider

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00:00:00 00:00:05 this is so expensive starting a product
00:00:03 00:00:07 range from scratch and Amazon was around
00:00:05 00:00:09 at the time and I was like well as a
00:00:07 00:00:11 small fish like us we cannot compete
00:00:09 00:00:15 with them on Logistiks price or anything
00:00:11 00:00:17 what we can do is welcome to the my wife
00:00:15 00:00:19 Twitter job podcast today I'm thrilled
00:00:17 00:00:21 to have Rafael Snyder on the show
00:00:19 00:00:24 Raphael is the CEO and editor-in-chief
00:00:21 00:00:25 of the gentleman's Gazette and he also
00:00:24 00:00:28 runs a successful e-commerce business
00:00:25 00:00:30 over at Fort Belvedere
00:00:28 00:00:33 and he's probably one of the best
00:00:30 00:00:34 dressed men that I know personally and
00:00:33 00:00:37 he actually also sells handkerchiefs
00:00:34 00:00:39 among other high-end men's accessories
00:00:37 00:00:41 and clothing now hanging with Roth is
00:00:39 00:00:44 tough because random people on the
00:00:41 00:00:46 street always ask for photos with them
00:00:44 00:00:47 so literally you can't get down the
00:00:46 00:00:50 street without someone like accosting
00:00:47 00:00:52 him because he's that famous he runs a
00:00:50 00:00:53 killer YouTube channel as a master of
00:00:52 00:00:55 content and today we're going to find
00:00:53 00:00:57 out how he's managed to create such a
00:00:55 00:01:00 successful business so welcome Rafael
00:00:57 00:01:02 how you doing man well thank you Steve
00:01:00 00:01:03 for such a glowing introduction I think
00:01:02 00:01:06 I've never gotten something that
00:01:03 00:01:09 detailed and I also realized I haven't
00:01:06 00:01:10 updated our description because I'm no
00:01:09 00:01:12 longer the editor-in-chief and I have
00:01:10 00:01:13 noted in a while so where did you get
00:01:12 00:01:17 that no way
00:01:13 00:01:20 okay well it's still on the main site
00:01:17 00:01:22 okay when did that happen will it work
00:01:20 00:01:25 to do oh you know like we hired a
00:01:22 00:01:26 Content person a while back okay as you
00:01:25 00:01:27 know I know in the beginning you just
00:01:26 00:01:29 start
00:01:27 00:01:31 on your own and you do everything and
00:01:29 00:01:33 you wear all hats and then yeah
00:01:31 00:01:35 it just gets too much and I realize that
00:01:33 00:01:37 burned out and it was actually toking
00:01:35 00:01:38 to Antonio you know he was like well
00:01:37 00:01:41 you're still doing everything yourself
00:01:38 00:01:43 and I'm like yeah it's like well I have
00:01:41 00:01:47 these virtual assistants and it really
00:01:43 00:01:50 has transformed my business was like hmm
00:01:47 00:01:52 tell me more about that and yeah I I
00:01:50 00:01:54 also fondly remember influential because
00:01:52 00:01:57 I I that was when we really had time to
00:01:54 00:01:59 tok and connect yeah because we hang
00:01:57 00:02:00 out there I think you're so popular at
00:01:59 00:02:03 e-commerce fuel you know there's so many
00:02:00 00:02:06 old and well-known faces that when I
00:02:03 00:02:08 didn't know you and it wasn't like we
00:02:06 00:02:10 had just three hours over lunch that we
00:02:08 00:02:12 could tok right so that's true I I
00:02:10 00:02:13 really enjoyed it I enjoyed that but
00:02:12 00:02:15 again you are constantly accosted by
00:02:13 00:02:17 random people who want a picture with
00:02:15 00:02:19 you I remember at clavio like oh is it
00:02:17 00:02:20 okay if I take a picture I'm like who is
00:02:19 00:02:23 this guy
00:02:20 00:02:25 yeah it's when you have a YouTube
00:02:23 00:02:26 channel right it's like I remember in
00:02:25 00:02:28 the beginning it was a very interesting
00:02:26 00:02:29 concept because we we started with
00:02:28 00:02:30 written content because you know what we
00:02:29 00:02:33 started in 2010 and blogging was the
00:02:30 00:02:35 thing yeah and then I remember doing
00:02:33 00:02:37 surveys on the side it's like hey what
00:02:35 00:02:38 would you like more content of and in
00:02:37 00:02:40 the back of my head I was like well
00:02:38 00:02:42 they're gonna want video and then I got
00:02:40 00:02:44 back to survey results and it was like
00:02:42 00:02:46 we want more written content and I was
00:02:44 00:02:48 like huh
00:02:46 00:02:50 a bit disappointed and then it didn't
00:02:48 00:02:52 daunt on me until much later right if
00:02:50 00:02:55 you ask a group that comes to your site
00:02:52 00:02:57 because you offer written content uh
00:02:55 00:03:00 what they want more of they're going to
00:02:57 00:03:02 tell you written content now I still
00:03:00 00:03:05 forged ahead and we dabble in YouTube
00:03:02 00:03:08 early on and then didn't do it because I
00:03:05 00:03:10 felt like I couldn't do it as perfectly
00:03:08 00:03:12 as I would have wanted to and that was a
00:03:10 00:03:16 mistake I should have just said no just
00:03:12 00:03:18 do it and don't be afraid don't you know
00:03:16 00:03:22 let the fear take over and so we started
00:03:18 00:03:24 in I think 2014 2015 to really focus on
00:03:22 00:03:26 it and it was a transformation right now
00:03:24 00:03:28 people had a face
00:03:26 00:03:31 and and they connected over it and I
00:03:28 00:03:33 think that was really pivotal because
00:03:31 00:03:35 now we get a lot more views on YouTube
00:03:33 00:03:37 than on our website right yeah and if we
00:03:35 00:03:38 just had kept doing the same thing we
00:03:37 00:03:42 just would have been on the website and
00:03:38 00:03:43 no one would know my face really but
00:03:42 00:03:45 this way it's surprising sometimes you
00:03:43 00:03:48 know you go to UPS right or you're at
00:03:45 00:03:51 the like this this Chinese restaurant
00:03:48 00:03:53 you know very humble and you go there
00:03:51 00:03:55 and they're like hey I love your videos
00:03:53 00:03:57 or you know I'm wearing my bike helmet
00:03:55 00:03:59 you know all sweaty and they're like hey
00:03:57 00:04:02 I love your videos spin you know it's
00:03:59 00:04:04 just really cool to see
00:04:02 00:04:06 um that part of course in the last two
00:04:04 00:04:08 years that has toned down because I'm
00:04:06 00:04:11 not out and about people and about you
00:04:08 00:04:12 have a mask right I think once at Whole
00:04:11 00:04:14 Foods the guy came up to me was like hey
00:04:12 00:04:16 I love your YouTube videos I must I'm
00:04:14 00:04:19 impressed like you can see my eyes and
00:04:16 00:04:20 my voice that's it right well you were
00:04:19 00:04:25 probably well dressed I mean you stand
00:04:20 00:04:27 out right yeah yeah yeah I I I like
00:04:25 00:04:29 dressing and you automatikally stand out
00:04:27 00:04:31 if you don't you know if you dress
00:04:29 00:04:33 differently it's like oh who's that guy
00:04:31 00:04:34 actually I was going to ask you this I
00:04:33 00:04:36 was going to ask you this later but
00:04:34 00:04:37 let's let's cover it now so when did you
00:04:36 00:04:39 actually start dressing nicely my wife
00:04:37 00:04:41 is actually always trying to get me to
00:04:39 00:04:43 dress better but for me like
00:04:41 00:04:46 I don't know it takes a lot of effort so
00:04:43 00:04:49 when did you get into fashion
00:04:46 00:04:51 it was you know not in my childhood like
00:04:49 00:04:53 my parents didn't
00:04:51 00:04:55 um pay too much attention my dad liked
00:04:53 00:04:58 more like a loud unusual things you know
00:04:55 00:05:01 in clothes or cars or whatever my my mom
00:04:58 00:05:03 not at all and I just got you know
00:05:01 00:05:06 whatever was on sale or hand-me-downs
00:05:03 00:05:10 really and it wasn't until I was a
00:05:06 00:05:12 teenager I started um buying fountain
00:05:10 00:05:14 pens on eBay like in Germany and I went
00:05:12 00:05:16 grew up in Germany so I went to school
00:05:14 00:05:18 there and to start riding with a
00:05:16 00:05:20 fountain pen No ballpoint pens all right
00:05:18 00:05:23 that's what you write with and so I
00:05:20 00:05:26 heard this brand montblongo and I on
00:05:23 00:05:27 eBay was pretty new back then and um
00:05:26 00:05:30 they didn't have any age limits so I
00:05:27 00:05:32 think I could sign up at the age of 14.
00:05:30 00:05:34 and I bought an expensive fountain pen
00:05:32 00:05:37 and I got it and I was like
00:05:34 00:05:40 this doesn't actually
00:05:37 00:05:44 write better than my five dollar Lamy
00:05:40 00:05:45 School pen so I sold it again
00:05:44 00:05:48 and I made twice as much money and it
00:05:45 00:05:51 was like wait a second so I quit my
00:05:48 00:05:52 Paperboy job and I started buying
00:05:51 00:05:55 fountain pens and selling them on eBay
00:05:52 00:05:59 and that was my job that's how I made
00:05:55 00:06:02 money and so I would buy lots of stuff
00:05:59 00:06:04 and then sell them individually and I
00:06:02 00:06:06 once got a pair of cufflinks because
00:06:04 00:06:08 Mont below also made cufflinks and I was
00:06:06 00:06:10 like well what did I do with that I
00:06:08 00:06:14 probably can't sell that I was like oh I
00:06:10 00:06:16 need a shirt for cufflinks oh now I have
00:06:14 00:06:18 the shirt with a French cuff and
00:06:16 00:06:20 cufflinks what do I do next and then I
00:06:18 00:06:22 found this book called gentlemen from
00:06:20 00:06:25 Bernhardt roots and this kind of whole
00:06:22 00:06:27 world kind of opened up for me and that
00:06:25 00:06:29 my interest evolved and I was like wow
00:06:27 00:06:33 this is this is awesome
00:06:29 00:06:36 hmm I remember toking to Antonio so I
00:06:33 00:06:37 don't know how you meant Antonio but I
00:06:36 00:06:40 was at an event I think it was blog
00:06:37 00:06:41 world and then all of a sudden I I had
00:06:40 00:06:43 no idea who in tune it was this really
00:06:41 00:06:46 well-dressed guy just sits next to me
00:06:43 00:06:48 and he says hey Steve what's up
00:06:46 00:06:50 and I was like who is this but he was
00:06:48 00:06:51 well dressed and he you know and Tony is
00:06:50 00:06:53 really confident right
00:06:51 00:06:55 and so we just started chatting and then
00:06:53 00:06:57 we became friends and then we started
00:06:55 00:07:00 toking about fashion
00:06:57 00:07:01 and I asked him hey you know you're like
00:07:00 00:07:03 the best dressed guy here he's like yeah
00:07:01 00:07:05 um the reason I do that is because it
00:07:03 00:07:08 gives me confidence and I stand out
00:07:05 00:07:10 right is that like a similar thing for
00:07:08 00:07:13 you at conferences and events also or
00:07:10 00:07:16 you know when I when I started right it
00:07:13 00:07:18 was it came from this like interest and
00:07:16 00:07:20 passion I'm a highly curious person and
00:07:18 00:07:21 then I also just wanted to learn more
00:07:20 00:07:25 about it
00:07:21 00:07:27 reflecting now I think it is definitely
00:07:25 00:07:30 a big part of it right it's like this
00:07:27 00:07:32 when you stand out in a way you're known
00:07:30 00:07:33 for and I notiked that when I'm you know
00:07:32 00:07:35 in London or whatever like people come
00:07:33 00:07:38 up to you and ask you for directions
00:07:35 00:07:41 right and I what I realize is
00:07:38 00:07:43 we all judge right we're like hey don't
00:07:41 00:07:46 judge we don't want to judge but we all
00:07:43 00:07:47 do it happens in like micro seconds and
00:07:46 00:07:49 we're not even aware of it right you're
00:07:47 00:07:52 like oh this is well-dressed man you
00:07:49 00:07:55 know he's probably trustworthy he's Rich
00:07:52 00:07:58 you know like all these associations we
00:07:55 00:08:00 have come through and there is a benefit
00:07:58 00:08:02 to that now it just happens to a line
00:08:00 00:08:04 with an interest no I didn't come from
00:08:02 00:08:07 that angle I think Antonio is much more
00:08:04 00:08:10 scientifically interested right yeah so
00:08:07 00:08:12 we're we came from different angles but
00:08:10 00:08:14 we both fully understand the power of it
00:08:12 00:08:16 and yeah when you go to a conference
00:08:14 00:08:17 right people it's like oh this there's
00:08:16 00:08:19 that well-dressed guy that walks around
00:08:17 00:08:22 you gotta meet him right and so it's
00:08:19 00:08:25 very easy for people to
00:08:22 00:08:27 memor like remember you yeah
00:08:25 00:08:30 I see this guy I know who he is ah yes
00:08:27 00:08:32 right versus if you're just one out of
00:08:30 00:08:33 many you have to stand out in a
00:08:32 00:08:36 different way
00:08:33 00:08:38 I usually Stand Out by saying random
00:08:36 00:08:40 stuff and being loudmouth maybe your
00:08:38 00:08:42 your method's probably better I'm
00:08:40 00:08:44 guessing uh you know what's funny though
00:08:42 00:08:46 is it's one thing to
00:08:44 00:08:49 to be well dressed but it's another
00:08:46 00:08:50 thing to actually sell men's apparel
00:08:49 00:08:53 which in my opinion is actually one of
00:08:50 00:08:55 the hardest things to sell online
00:08:53 00:08:59 right really yeah I mean think about it
00:08:55 00:09:01 every store sells men's apparel so when
00:08:59 00:09:04 did you actually start the store did the
00:09:01 00:09:06 YouTube and the content come first or
00:09:04 00:09:10 did the store come first
00:09:06 00:09:13 um actually the the block came first it
00:09:10 00:09:16 was okay no I was I came to the US in
00:09:13 00:09:18 2009 as an exchange student I went to
00:09:16 00:09:21 law school I realized I hated it I hated
00:09:18 00:09:22 it but I I still came because it was an
00:09:21 00:09:24 opportunity for me to come through yes
00:09:22 00:09:26 and get a degree I had met my wife in
00:09:24 00:09:31 2006 during an exchange semester so we
00:09:26 00:09:32 got married and then I uh couldn't work
00:09:31 00:09:35 because I didn't have a work permit and
00:09:32 00:09:37 I was like well what do I do now it was
00:09:35 00:09:40 2009 2010 you know no one hired anyone
00:09:37 00:09:44 let alone a foreigner without work
00:09:40 00:09:47 experience and so I was like let's do
00:09:44 00:09:49 this block thing and then was like Hey I
00:09:47 00:09:51 I
00:09:49 00:09:53 how I was like how long does it take to
00:09:51 00:09:55 make a hundred thousand dollars I was
00:09:53 00:09:58 like if you do it well about five years
00:09:55 00:09:59 and my wife was supportive of me and
00:09:58 00:10:02 said I believe in you I think you can do
00:09:59 00:10:04 this I'm gonna now do the day job and
00:10:02 00:10:06 make some money and then we can figure
00:10:04 00:10:07 it out was like cool let's do this and
00:10:06 00:10:10 then you know I would write about stuff
00:10:07 00:10:12 and it's like oh where did you get this
00:10:10 00:10:15 pair of glass from was like flea market
00:10:12 00:10:17 in Vienna right not not really useful
00:10:15 00:10:19 and
00:10:17 00:10:21 then I was like well maybe we could
00:10:19 00:10:23 create that stuff because I know in my
00:10:21 00:10:25 spare time I had visited shoemakers and
00:10:23 00:10:26 shirt makers and umbrella makers and it
00:10:25 00:10:28 was just a hobby and was like well I
00:10:26 00:10:31 already have contacts I know where I
00:10:28 00:10:34 could get that people don't so why not
00:10:31 00:10:35 create something out of this and I
00:10:34 00:10:37 didn't you know I didn't go to business
00:10:35 00:10:39 school I didn't have any business
00:10:37 00:10:40 degrees I didn't think it through and
00:10:39 00:10:42 was like well what's a better
00:10:40 00:10:45 opportunity I didn't have a community of
00:10:42 00:10:47 entrepreneurs that I could tap into and
00:10:45 00:10:50 I I thought oh well you know we already
00:10:47 00:10:52 have this this content site and we have
00:10:50 00:10:54 followers that people are going to love
00:10:52 00:10:56 our stuff and it's just gonna fly off
00:10:54 00:10:58 the shelf and they're gonna buy it and
00:10:56 00:11:01 I I was wrong
00:10:58 00:11:02 um it took us like a year to kind of
00:11:01 00:11:05 just develop everything and I remember
00:11:02 00:11:07 you know renting
00:11:05 00:11:08 space in a self-storage facility and
00:11:07 00:11:10 have products in there because not
00:11:08 00:11:11 everything came and
00:11:10 00:11:14 I'm not a naturally a good project
00:11:11 00:11:16 manager so it you know it dragged out
00:11:14 00:11:20 but I think we first started selling in
00:11:16 00:11:23 I think 2014 but we first conceptualized
00:11:20 00:11:25 the idea in 2012 and um this eBay
00:11:23 00:11:27 experience I had earlier really helped
00:11:25 00:11:29 me because I I what I realized was I
00:11:27 00:11:32 like the marketing I like the the
00:11:29 00:11:35 photography and I hated waiting in line
00:11:32 00:11:37 at the post office to ship something and
00:11:35 00:11:41 to pack things up and so from the very
00:11:37 00:11:42 first day we worked with a 3pl which I
00:11:41 00:11:44 think a lot of times people don't do
00:11:42 00:11:46 they're kind of self-fulfill yeah and so
00:11:44 00:11:48 I skipped that step because of that past
00:11:46 00:11:51 experience
00:11:48 00:11:54 and then once we had the e-commerce
00:11:51 00:11:57 Channel we did YouTube and at the time
00:11:54 00:12:00 in Shopify was tiknically around but it
00:11:57 00:12:02 was not known at all at least not to me
00:12:00 00:12:03 so we started with Magento because I
00:12:02 00:12:05 looked at all the platforms and I was
00:12:03 00:12:07 like well if we ever have to upgrade to
00:12:05 00:12:08 Enterprise version or whatever I'm
00:12:07 00:12:09 already in the same platform and the
00:12:08 00:12:12 transition is probably going to be
00:12:09 00:12:15 easier and so that's what we that's what
00:12:12 00:12:19 we chose Magento are you still a Magento
00:12:15 00:12:21 we're still on Magento wow okay I
00:12:19 00:12:23 remember evaluating shopping carts and
00:12:21 00:12:25 magenta was on my list because back then
00:12:23 00:12:26 it was you know like the standard for
00:12:25 00:12:27 larger shops but then I looked at the
00:12:26 00:12:30 code
00:12:27 00:12:32 and it was really hard to understand
00:12:30 00:12:34 and then uh you required Hefty hosting
00:12:32 00:12:36 and had all these little quirks so I
00:12:34 00:12:38 actually skipped skipped the Magento but
00:12:36 00:12:39 Power two yeah yeah I I think you know
00:12:38 00:12:41 if you start today
00:12:39 00:12:43 most people will start there right
00:12:41 00:12:46 because it's just it's easy it's it's
00:12:43 00:12:48 lower Stakes it scales there's so much
00:12:46 00:12:50 you don't have to worry about but at the
00:12:48 00:12:51 time I didn't know that was an option
00:12:50 00:12:52 and then you know once they're in the
00:12:51 00:12:54 system you're like well we're doing all
00:12:52 00:12:56 these things what's the cost of
00:12:54 00:12:59 switching now and I'm still revaluating
00:12:56 00:13:00 I'm not married to a magenta or anything
00:12:59 00:13:03 um but it was also like we had this good
00:13:00 00:13:04 team you know I felt like they were
00:13:03 00:13:06 really on top of things it was really
00:13:04 00:13:10 affordable like you know doing the math
00:13:06 00:13:12 yep or SAS apps versus you know one-time
00:13:10 00:13:14 payment apps versus
00:13:12 00:13:16 how much do I pay per year to maintain
00:13:14 00:13:18 it but there's lots of things that go
00:13:16 00:13:19 into it and yeah you don't have to tell
00:13:18 00:13:22 me that I'm actually still on an open
00:13:19 00:13:25 source shopping cart myself uh I never
00:13:22 00:13:27 made the switch to Shopify and uh
00:13:25 00:13:29 it's free I I have to touch it maybe
00:13:27 00:13:32 once every five years five to ten years
00:13:29 00:13:35 to do an upgrade so it hasn't been that
00:13:32 00:13:39 bad I'm curious with your blog so you
00:13:35 00:13:42 started that you said in 2012 or
00:13:39 00:13:45 um I started in 2010 2010 okay February
00:13:42 00:13:47 2010. how long did it take you for that
00:13:45 00:13:48 to take off I mean you had a Five-Year
00:13:47 00:13:50 Plan you said but
00:13:48 00:13:53 did you hit six figures earlier than
00:13:50 00:13:55 that yes yes way earlier and so then we
00:13:53 00:13:57 were like let's do this this other stuff
00:13:55 00:14:01 because in the beginning we had you know
00:13:57 00:14:04 private advertisers like you know brands
00:14:01 00:14:07 in our space like that you wouldn't
00:14:04 00:14:09 value the content and the audience so
00:14:07 00:14:13 that's how we kind of
00:14:09 00:14:14 um made our money early on was ads okay
00:14:13 00:14:16 for a while I thought maybe you know
00:14:14 00:14:20 we're gonna do it like Huffington Post
00:14:16 00:14:23 and since we started with um 300 each
00:14:20 00:14:26 like I put in 300 and Teresa to 300 so
00:14:23 00:14:28 600 total I think in 2011 we founded the
00:14:26 00:14:31 LLC with that Capital
00:14:28 00:14:34 um we were like well yeah we'll
00:14:31 00:14:36 we can't buy traffic we can't buy links
00:14:34 00:14:39 or anything we'll just
00:14:36 00:14:42 do organic traffic that was the strategy
00:14:39 00:14:43 organic traffic and in the beginning it
00:14:42 00:14:47 worked really well because I know you'd
00:14:43 00:14:48 optimize stuff and and I was like I'll
00:14:47 00:14:50 post every day and then I realized you
00:14:48 00:14:52 know I'm gonna burn out
00:14:50 00:14:55 and let's do
00:14:52 00:14:58 I want to be the best piece of content
00:14:55 00:14:59 on this given topic I write about in the
00:14:58 00:15:00 beginning it worked super well but then
00:14:59 00:15:04 after a while
00:15:00 00:15:07 you realize you know your old posts lose
00:15:04 00:15:09 in the sharp results so you have to redo
00:15:07 00:15:11 them or do something else with them and
00:15:09 00:15:14 then you always have some that gain and
00:15:11 00:15:16 others that lose so net you maybe just
00:15:14 00:15:18 shrink or you maybe increase very
00:15:16 00:15:20 slightly but I think that was our
00:15:18 00:15:24 competitive Advantage understanding SEO
00:15:20 00:15:27 early on and also I
00:15:24 00:15:29 I never kind of succumbed to these like
00:15:27 00:15:32 short-term
00:15:29 00:15:34 fixes or gains like you know because in
00:15:32 00:15:36 the early days you could really like you
00:15:34 00:15:39 could game it add more keywords to your
00:15:36 00:15:41 stuff right and I had read about
00:15:39 00:15:44 um like a Sergey Brin and like that they
00:15:41 00:15:46 modeled Google after academic journals
00:15:44 00:15:49 and the idea was that
00:15:46 00:15:51 they wanted people to they became more
00:15:49 00:15:52 important and more often they were cited
00:15:51 00:15:54 right if you're cited by a famous
00:15:52 00:15:57 journal or by New York Times you become
00:15:54 00:15:59 more important yourself and they're like
00:15:57 00:16:01 long term our vision is to provide the
00:15:59 00:16:03 best search results for humans and so
00:16:01 00:16:06 that was my Approach I was like if we
00:16:03 00:16:09 write really good content for humans I
00:16:06 00:16:11 will never have to go back and make all
00:16:09 00:16:13 these changes that I just did for search
00:16:11 00:16:15 engines but not for humans so that has
00:16:13 00:16:16 always been our approach now doesn't
00:16:15 00:16:18 mean you never have to go back and
00:16:16 00:16:21 update things no because you know we
00:16:18 00:16:23 grow we learn we add questions and all
00:16:21 00:16:26 that stuff but I think overall that
00:16:23 00:16:29 helped us grow pretty quickly
00:16:26 00:16:31 so you had these blogs that were ranking
00:16:29 00:16:33 in Search and then you had Brands
00:16:31 00:16:35 advertising you mentioned when you first
00:16:33 00:16:37 launched your eCommerce store which was
00:16:35 00:16:39 the logical step right because people
00:16:37 00:16:41 were asking for these products why did
00:16:39 00:16:44 it not work out in the beginning
00:16:41 00:16:47 I think you know our egos or my ego told
00:16:44 00:16:49 me like wow you know you have to use
00:16:47 00:16:52 thousands of people who come to your
00:16:49 00:16:54 website you know if I look at a
00:16:52 00:16:56 conversion rate of one percent you know
00:16:54 00:16:59 at an average order value of that I
00:16:56 00:17:01 should get X and then when you actually
00:16:59 00:17:03 had the shop and it was less than that
00:17:01 00:17:05 you're like oh you know yeah because
00:17:03 00:17:10 these people come for Content they don't
00:17:05 00:17:13 come to shop necessarily right and just
00:17:10 00:17:15 because they know
00:17:13 00:17:18 or I thought they would know me and know
00:17:15 00:17:20 the brand and and trust it like that
00:17:18 00:17:23 wasn't enough I realized no you actually
00:17:20 00:17:26 need a really robust Marketing System
00:17:23 00:17:29 and at the time we had
00:17:26 00:17:32 um I found like infusion soft oh okay
00:17:29 00:17:35 and I found a a company that integrated
00:17:32 00:17:38 Infusionsoft with Magento so we had
00:17:35 00:17:40 quite a bit of data and kind of you know
00:17:38 00:17:42 I felt for the size of our business were
00:17:40 00:17:44 quite advanced in that field with
00:17:42 00:17:46 automated email
00:17:44 00:17:49 flows or sequences or whatever you want
00:17:46 00:17:50 to call it campaigns yeah um that was
00:17:49 00:17:52 pretty good but I just realized too it's
00:17:50 00:17:56 like you know you need to have
00:17:52 00:17:57 supporting content and really kind of
00:17:56 00:18:00 show people
00:17:57 00:18:02 what they get when they buy from you and
00:18:00 00:18:06 what they get when they buy from others
00:18:02 00:18:08 and then let them decide right but we
00:18:06 00:18:10 didn't have like a
00:18:08 00:18:12 well thought out marketing plan you know
00:18:10 00:18:14 in our our photos were like white
00:18:12 00:18:17 background and it occurred to me that
00:18:14 00:18:20 maybe the clothes should be shown on
00:18:17 00:18:21 people in a environment that people
00:18:20 00:18:23 would like to be in you know I just
00:18:21 00:18:25 looked around and was like people do
00:18:23 00:18:27 white background stuff so that's what I
00:18:25 00:18:30 have to do right but I I didn't know I
00:18:27 00:18:33 didn't have mentors that it was really
00:18:30 00:18:36 all a lot of trial and error
00:18:33 00:18:37 I'm just curious though so you have this
00:18:36 00:18:39 site and you're selling men's apparel I
00:18:37 00:18:42 notike you sell like shoes and stuff too
00:18:39 00:18:45 right with sizing ever a problem
00:18:42 00:18:47 um we it that was a consideration we
00:18:45 00:18:49 made and we we did not sell shoes
00:18:47 00:18:52 um on the website we for a brief moments
00:18:49 00:18:54 like sold them try to sell them offline
00:18:52 00:18:56 but at the beginning you know we had
00:18:54 00:18:58 this limited amount of capital
00:18:56 00:19:00 and we made some money with advertising
00:18:58 00:19:03 but it was like man it's
00:19:00 00:19:05 this is so expensive starting a product
00:19:03 00:19:07 range from scratch and
00:19:05 00:19:10 Amazon was around at the time yeah and I
00:19:07 00:19:13 was like well as a small fish like us
00:19:10 00:19:16 we cannot compete with them on Logistiks
00:19:13 00:19:19 price or anything what we can do is
00:19:16 00:19:20 compete on quality and I also felt like
00:19:19 00:19:23 there was stuff that I couldn't find in
00:19:20 00:19:25 the market and I wanted to provide that
00:19:23 00:19:28 so it was very clear that we wanted to
00:19:25 00:19:30 have our own brand and not just slap our
00:19:28 00:19:32 name on something that you could find
00:19:30 00:19:34 elsewhere but that it was unique to us
00:19:32 00:19:36 and defensible and maybe that was
00:19:34 00:19:38 Superman was always this idea of
00:19:36 00:19:40 if you do it the hard way it's more
00:19:38 00:19:41 defensible because people will not be
00:19:40 00:19:44 interested because they want to do it
00:19:41 00:19:47 the easy way right so I felt long term
00:19:44 00:19:49 that was a better thing to defend I mean
00:19:47 00:19:51 what in my head right that's what I
00:19:49 00:19:54 that's what I thought I actually 100
00:19:51 00:19:57 believe in that okay yeah yeah and it
00:19:54 00:19:58 just you know that was the strategy I
00:19:57 00:20:00 developed there with Teresa like okay
00:19:58 00:20:02 that's I think the path we want to do it
00:20:00 00:20:04 was also the most personally satisfying
00:20:02 00:20:06 path right like creating your own
00:20:04 00:20:08 product exactly to your specifications
00:20:06 00:20:10 it's much more fulfilling than just
00:20:08 00:20:12 buying something from someone and and
00:20:10 00:20:14 put something on and I realized you know
00:20:12 00:20:15 money wasn't my only driver I realized
00:20:14 00:20:17 it early on because there were like you
00:20:15 00:20:18 know supplement stuff and you could do
00:20:17 00:20:21 and I was like you know that doesn't
00:20:18 00:20:23 jive with me yes we all want money and
00:20:21 00:20:26 it's great but it's not what really kind
00:20:23 00:20:28 of made me do things and I've especially
00:20:26 00:20:30 one of you I always had this long-term
00:20:28 00:20:32 Vision right so then
00:20:30 00:20:34 I didn't care so much about can I make a
00:20:32 00:20:35 quick Buck here now because I was
00:20:34 00:20:36 fortunate enough to be the position
00:20:35 00:20:39 where we were
00:20:36 00:20:41 we had enough to live by right I would I
00:20:39 00:20:43 remember early on we sometimes like
00:20:41 00:20:44 there was this food shelf and the
00:20:43 00:20:46 neighbor was like well they've all had
00:20:44 00:20:47 stuff they don't use it was like well
00:20:46 00:20:49 I'll go there I'll get the fujillo free
00:20:47 00:20:51 checks why not you know like save some
00:20:49 00:20:54 money uh can put more money into
00:20:51 00:20:56 business and stuff so yeah I was always
00:20:54 00:20:58 very resourceful let's put it that way
00:20:56 00:21:00 in the beginning you said you were
00:20:58 00:21:03 selling other people's Brands was that
00:21:00 00:21:05 was that in the beginning or north we
00:21:03 00:21:06 never sold other people's Brands oh yeah
00:21:05 00:21:08 it's always your own brand okay on the
00:21:06 00:21:12 get-go it was our own brand because that
00:21:08 00:21:13 we were like let's do that and let's
00:21:12 00:21:15 have just that and then was like what
00:21:13 00:21:17 shall we name it and and Theresa was
00:21:15 00:21:19 like well English country house and was
00:21:17 00:21:21 like well how is it connected to to
00:21:19 00:21:23 close and then Fort Belvedere is the
00:21:21 00:21:25 house of the Duke of Windsor who was a
00:21:23 00:21:27 very kind of rakish Dandy always
00:21:25 00:21:30 well-dressed most photographing of the
00:21:27 00:21:32 world in the 30s which is you know in a
00:21:30 00:21:34 classic style realm considered to be the
00:21:32 00:21:35 Golden Era of men's style so it's like
00:21:34 00:21:37 oh that's a good connection I know
00:21:35 00:21:39 domain was available trademark was
00:21:37 00:21:40 available I went to law school so I
00:21:39 00:21:43 thought about that right that's right
00:21:40 00:21:45 yeah nice can we can we do that yeah for
00:21:43 00:21:47 the gentleman's Gazette I hadn't thought
00:21:45 00:21:49 about that yet quite then and then that
00:21:47 00:21:51 was harder to get because they were like
00:21:49 00:21:53 well Gazette for gentlemen
00:21:51 00:21:56 what were your first best-selling
00:21:53 00:21:57 products I think in the beginning I had
00:21:56 00:21:58 this friend and he was like well when
00:21:57 00:22:00 you go to a store
00:21:58 00:22:01 you don't just want to walk in and have
00:22:00 00:22:03 one product
00:22:01 00:22:04 so it was very clear for me that we
00:22:03 00:22:05 didn't just want to be a one product
00:22:04 00:22:08 brand
00:22:05 00:22:09 one thing that I was most proud of and
00:22:08 00:22:12 was the most unique one and I also think
00:22:09 00:22:14 we sold the most was in boutonniere
00:22:12 00:22:16 flowers it's like flour I don't have one
00:22:14 00:22:19 today but you wear it through your lapel
00:22:16 00:22:22 hole basically and I had my wife
00:22:19 00:22:23 simulator went on a cruise
00:22:22 00:22:25 and I had never been in a cruise and we
00:22:23 00:22:27 weren't there anywhere a tuxedo and
00:22:25 00:22:30 black tie and I was like well I'd like
00:22:27 00:22:32 to wear a flower but on a cruise ship
00:22:30 00:22:34 you know the flower selection is limited
00:22:32 00:22:36 so I once had this like gigantik big
00:22:34 00:22:39 roast that stood up straight I was like
00:22:36 00:22:41 well that doesn't look like in the 30s
00:22:39 00:22:43 and I was like well what what would it
00:22:41 00:22:44 take to make boutonnieres that look like
00:22:43 00:22:46 flowers that I could bring on a cruise
00:22:44 00:22:49 and that's how that developed and so
00:22:46 00:22:51 that was really like that market I don't
00:22:49 00:22:52 think was super developed it was its
00:22:51 00:22:55 infancy right I'm not saying no one else
00:22:52 00:22:57 had done that before but the way we did
00:22:55 00:23:00 it was really a first and and we sold
00:22:57 00:23:02 that well but even there we had to kind
00:23:00 00:23:05 of you know promote it and show it to
00:23:02 00:23:07 people see what's going on and I I
00:23:05 00:23:10 realized everything we saw in the
00:23:07 00:23:12 beginning didn't sell well until we put
00:23:10 00:23:16 a lot of marketing behind it marketing
00:23:12 00:23:19 as in paid or YouTube no paid marketing
00:23:16 00:23:20 no paid marking okay because for us we
00:23:19 00:23:23 always felt like
00:23:20 00:23:26 it was expensive and it changed so much
00:23:23 00:23:29 that I felt like I had to invest so much
00:23:26 00:23:32 energy in keeping up with the changes
00:23:29 00:23:33 that and in my opinion that's always
00:23:32 00:23:35 something that people
00:23:33 00:23:37 often don't calculate in their ad spend
00:23:35 00:23:38 so like I'm spending that much I'm
00:23:37 00:23:41 getting that Roi and that's my cost of
00:23:38 00:23:43 acquisition well how much do all these
00:23:41 00:23:46 people cost that you have to be involve
00:23:43 00:23:48 in this process which is quite a bit I
00:23:46 00:23:50 know a lot of e-commerce owners that
00:23:48 00:23:52 spend considerable amount of time yes
00:23:50 00:23:55 managing their ad spends and AD budgets
00:23:52 00:23:57 and I didn't want to do that I I was
00:23:55 00:23:59 like I believe more in this organic
00:23:57 00:24:02 realm right and just figuring it out
00:23:59 00:24:03 right it's like most e-commerce people I
00:24:02 00:24:04 think when they start out they make
00:24:03 00:24:07 these product videos that you would
00:24:04 00:24:09 typically put in a product page that are
00:24:07 00:24:11 just like explainer videos or feature
00:24:09 00:24:12 videos I call them and then after a
00:24:11 00:24:14 while maybe you know you realize well
00:24:12 00:24:17 there's other videos you could make
00:24:14 00:24:19 right this like what's the best pair of
00:24:17 00:24:22 socks right and where you compare stuff
00:24:19 00:24:24 and understanding what actually drives
00:24:22 00:24:26 sales and what doesn't right because
00:24:24 00:24:28 sometimes you see these super fancy
00:24:26 00:24:32 brand videos you know 90 minutes with
00:24:28 00:24:34 120 cuts and this emotional music and
00:24:32 00:24:35 it's you're like wow wow this feels
00:24:34 00:24:38 amazing but then you look at the view
00:24:35 00:24:40 count and it's like 520 people watch
00:24:38 00:24:42 this Mike
00:24:40 00:24:45 you know if if there's maybe something
00:24:42 00:24:47 that 500 000 people can see right right
00:24:45 00:24:50 and it resonates with them maybe that's
00:24:47 00:24:52 a much better sales driver than than
00:24:50 00:24:55 that and then it's like what are all the
00:24:52 00:24:56 things we have to do right how much tax
00:24:55 00:24:58 do we have to write what kind of
00:24:56 00:25:00 pictures do we have to provide what
00:24:58 00:25:02 about social media how can we utilize
00:25:00 00:25:05 that right and
00:25:02 00:25:07 yeah good stuff so can we tok about
00:25:05 00:25:10 then which types of YouTube videos work
00:25:07 00:25:12 the best for you uh you mentioned best
00:25:10 00:25:15 ones and comparison videos what else is
00:25:12 00:25:18 in Your Arsenal
00:25:15 00:25:21 um I think what we've decided to do as
00:25:18 00:25:24 we know along the way was to say
00:25:21 00:25:27 we want to create content for a core
00:25:24 00:25:29 audience but if you just appeal to this
00:25:27 00:25:33 core audience
00:25:29 00:25:34 you are kind of limited to that so we
00:25:33 00:25:36 realized also toking to you know Eric
00:25:34 00:25:38 bandholtz and others
00:25:36 00:25:41 um to have like a three-tiered approach
00:25:38 00:25:43 right top of the funnel middle of the
00:25:41 00:25:46 funnel bottom of the funnel and then
00:25:43 00:25:49 just structure videos is to say well
00:25:46 00:25:50 what appeals to people right so we one
00:25:49 00:25:53 of our success most successful videos by
00:25:50 00:25:56 view count is is a video on table
00:25:53 00:26:01 manners now we don't sell anything
00:25:56 00:26:02 related to tableware right or Linens or
00:26:01 00:26:05 anything like that but our thought
00:26:02 00:26:08 process was that well a person
00:26:05 00:26:10 interested in table manners will likely
00:26:08 00:26:12 have an also there's a chance that
00:26:10 00:26:15 they're also interested in what we do
00:26:12 00:26:17 so we look for that kind of correlation
00:26:15 00:26:19 right and then a middle of the funnel
00:26:17 00:26:21 video could be something like best
00:26:19 00:26:24 wallets for men right something like
00:26:21 00:26:26 that and then a bottom of the funnel
00:26:24 00:26:29 video could be very specific you know
00:26:26 00:26:30 like how to identify the quality knit
00:26:29 00:26:33 ties
00:26:30 00:26:34 something like that right so you
00:26:33 00:26:37 you funnel it and sometimes you you
00:26:34 00:26:38 think a video is a certain funnel and
00:26:37 00:26:40 that it turns out to be
00:26:38 00:26:43 very different
00:26:40 00:26:45 one thing we notike is like if a video
00:26:43 00:26:48 Sparks curiosity
00:26:45 00:26:50 that's when you hit the jackpot because
00:26:48 00:26:53 YouTube basically are right there based
00:26:50 00:26:55 on numbers so they look at what is the
00:26:53 00:26:58 click-through rate from the thumbnail so
00:26:55 00:27:00 it's like how does a thumbnail look
00:26:58 00:27:02 and what is the title and then what is
00:27:00 00:27:05 the average watch time of the video not
00:27:02 00:27:07 just on this one video but how many
00:27:05 00:27:09 videos are people gonna watch not just
00:27:07 00:27:10 on your channel but overall because the
00:27:09 00:27:13 longer they can keep people in the
00:27:10 00:27:15 platform the more money they make the
00:27:13 00:27:18 more interested they are in showing it
00:27:15 00:27:19 and so when you look at it and analyze
00:27:18 00:27:21 that that really helped and YouTube
00:27:19 00:27:22 provides a lot of great information
00:27:21 00:27:25 where you can look at your audience
00:27:22 00:27:27 retention and you can see oh when I say
00:27:25 00:27:31 this there's a drop when I say this
00:27:27 00:27:33 people watch it again right and and so
00:27:31 00:27:35 you can same with your thumbnails you
00:27:33 00:27:37 can like hey I'll do this and this is my
00:27:35 00:27:39 click-through rate I'll do that and that
00:27:37 00:27:42 is my click-through rate sadly you can't
00:27:39 00:27:43 a b split test but you know if you do
00:27:42 00:27:45 what you can with a platform to figure
00:27:43 00:27:47 out
00:27:45 00:27:49 what works and what doesn't and I think
00:27:47 00:27:51 share with me uh one of these titles
00:27:49 00:27:53 that create mystery that's work with you
00:27:51 00:27:55 do you have any in the top of your head
00:27:53 00:27:56 that you remember um yeah like for
00:27:55 00:27:59 example we did a series um called you
00:27:56 00:28:01 know why did men stop wearing hats why
00:27:59 00:28:04 why that and that's just something
00:28:01 00:28:07 that's really curious for people I think
00:28:04 00:28:08 for e-commerce people I've you know if I
00:28:07 00:28:09 meet someone in e-commerce they're like
00:28:08 00:28:10 well we're thinking of getting into
00:28:09 00:28:13 video
00:28:10 00:28:15 I I just say no go through your customer
00:28:13 00:28:18 look at the 100 most asked questions
00:28:15 00:28:20 they ask and then make videos about that
00:28:18 00:28:22 right
00:28:20 00:28:24 don't don't
00:28:22 00:28:26 make a product video about the features
00:28:24 00:28:28 and stuff just right look at what do
00:28:26 00:28:31 your customers do and what's what's
00:28:28 00:28:33 happening and lately also it daunted on
00:28:31 00:28:35 me we always have the tendency to say
00:28:33 00:28:37 well we want a lot of people to watch
00:28:35 00:28:40 our videos and that's that's great but
00:28:37 00:28:41 actually what can happen is it can be
00:28:40 00:28:43 really bad for your channel so there was
00:28:41 00:28:45 this ladies you had to get this DIY
00:28:43 00:28:48 channel on YouTube and on average you've
00:28:45 00:28:49 got about 150 to 200 000 views on her
00:28:48 00:28:52 videos in the first week
00:28:49 00:28:55 well now coveted she made a video about
00:28:52 00:28:57 DIY masks right we're like well DIY no
00:28:55 00:29:01 Mass super popular right now so the
00:28:57 00:29:03 video blew up super successful well now
00:29:01 00:29:07 subsequently when she brought her
00:29:03 00:29:10 regular DIY videos out people started uh
00:29:07 00:29:11 YouTube recommended those new videos to
00:29:10 00:29:13 the audience who also watched a DIY mask
00:29:11 00:29:15 video and they're like nah I don't care
00:29:13 00:29:17 for that so then YouTube sees extremely
00:29:15 00:29:19 low click-through rate oh people don't
00:29:17 00:29:21 like that
00:29:19 00:29:23 and now she only gets about 20 000 views
00:29:21 00:29:24 in a new video in the first week right
00:29:23 00:29:27 so
00:29:24 00:29:30 I think when you develop a strategy on
00:29:27 00:29:31 YouTube you have to understand that
00:29:30 00:29:35 maybe people want you to stay in your
00:29:31 00:29:37 lane right I I think we did once a video
00:29:35 00:29:38 where you know gentlemen's because I do
00:29:37 00:29:41 gentleman the things we tok about
00:29:38 00:29:43 etiquette but then we toked about steak
00:29:41 00:29:46 right and because I was like well men
00:29:43 00:29:47 like steak let's do a steak guide but
00:29:46 00:29:50 realistikally people don't come to us
00:29:47 00:29:52 for stake advice and then the audience
00:29:50 00:29:56 you groomed
00:29:52 00:29:58 now it's mistaken like what is this am I
00:29:56 00:29:59 a cooking channel and then they drop off
00:29:58 00:30:02 so I think
00:29:59 00:30:05 that's a if I could avoid one mistake on
00:30:02 00:30:07 YouTube that that would be it that story
00:30:05 00:30:09 is just like my buddy
00:30:07 00:30:11 um he runs a personal finance Channel
00:30:09 00:30:12 and during the pandemic he started
00:30:11 00:30:14 toking about stimulus checks so that's
00:30:12 00:30:16 where all the traffic was and he was
00:30:14 00:30:18 getting millions of views but then now
00:30:16 00:30:19 that the stimulus is over those people
00:30:18 00:30:21 aren't watching any of his other videos
00:30:19 00:30:24 different demographic he targets like
00:30:21 00:30:26 Investments people with money
00:30:24 00:30:28 and you're right that that totally
00:30:26 00:30:30 destroyed his channel yeah so it's
00:30:28 00:30:32 sometimes this short term versus long
00:30:30 00:30:33 term right and so we naturally always
00:30:32 00:30:36 kind of headed to the back of our mind
00:30:33 00:30:38 who is the person we're toking to what
00:30:36 00:30:40 do we want you know what do we want and
00:30:38 00:30:44 so that helped us kind of state a path
00:30:40 00:30:46 and not jump on these shiny objects like
00:30:44 00:30:48 the stimulus checks we're like
00:30:46 00:30:51 right and we all like in intuitive
00:30:48 00:30:53 ladies like big opportunities you know
00:30:51 00:30:55 blue ocean kind of thing
00:30:53 00:30:58 I think sometimes like stay in the
00:30:55 00:30:59 course and being true to you can really
00:30:58 00:31:01 help same with the thumbnails right it's
00:30:59 00:31:04 like there was a time when these like
00:31:01 00:31:06 crazy rainbow thumbnails were super
00:31:04 00:31:09 popular right yeah like well how does
00:31:06 00:31:11 that jive with our brand right like it
00:31:09 00:31:14 doesn't and what I realized too through
00:31:11 00:31:15 like Eric bandholtz in all of that the
00:31:14 00:31:18 strongest thing we have and can develop
00:31:15 00:31:19 is the brand otherwise we're just
00:31:18 00:31:23 Commodities and someone comes in and you
00:31:19 00:31:24 know sells it for less or whatever but
00:31:23 00:31:27 um so in the back of my head I'm like
00:31:24 00:31:29 you know Ralph Lauren that kind of
00:31:27 00:31:31 visual identity branded he created where
00:31:29 00:31:34 people are like I want to be like that
00:31:31 00:31:37 I'll live in that house that is just
00:31:34 00:31:41 much more defensible than if you are
00:31:37 00:31:43 just you know A supplier of ties or
00:31:41 00:31:45 pocket squares and in the beginning I
00:31:43 00:31:47 thought well I know let's do a lot of
00:31:45 00:31:49 ties in three different lengths
00:31:47 00:31:51 and reality is there's lots of ties out
00:31:49 00:31:54 there so it's much harder to sell it
00:31:51 00:31:56 than maybe you know a special set of
00:31:54 00:31:57 pocket squares or something like a
00:31:56 00:32:00 boutonniere where there's just not as
00:31:57 00:32:02 much competition out there and I I think
00:32:00 00:32:04 I I like that I never like Fields like
00:32:02 00:32:06 you know personal real estate where I
00:32:04 00:32:09 feel like there's so many people
00:32:06 00:32:11 competing in that pool and it's people
00:32:09 00:32:15 to try to outdo each other by working
00:32:11 00:32:18 harder I like to be kind of a big fish
00:32:15 00:32:21 in a small pond rather interesting
00:32:18 00:32:22 so for your YouTube videos
00:32:21 00:32:23 and I think I asked Eric Van holds this
00:32:22 00:32:26 question
00:32:23 00:32:29 do you have a way of tracking people or
00:32:26 00:32:32 is it just an uplift based on you know
00:32:29 00:32:34 when a video hits you just naturally see
00:32:32 00:32:36 a correlation in sales
00:32:34 00:32:38 yeah no that's it's a good it's a good
00:32:36 00:32:41 one because that was always
00:32:38 00:32:42 you know one thing that kept me from
00:32:41 00:32:44 like wanting to spend a lot of
00:32:42 00:32:46 advertising was like well how do I know
00:32:44 00:32:48 the attribution because what I saw was
00:32:46 00:32:49 like you know well I sold a hundred
00:32:48 00:32:52 thousand dollars
00:32:49 00:32:54 worth of stuff but if I add up all my
00:32:52 00:32:57 attribution I sold three hundred
00:32:54 00:32:58 thousand dollars worth of stuff so I was
00:32:57 00:33:01 like well I didn't I only sold a hundred
00:32:58 00:33:04 thousand everyone claimed credits for
00:33:01 00:33:06 everything a hundred percent well that's
00:33:04 00:33:09 that's not how life works right
00:33:06 00:33:11 and I and then we found this thing
00:33:09 00:33:14 called um I looked at different
00:33:11 00:33:17 attribution platforms and we founded
00:33:14 00:33:20 like Wicked reports yep um so we did
00:33:17 00:33:22 that and we got in early so we you know
00:33:20 00:33:24 pay a really a nice price I think it's a
00:33:22 00:33:26 lot more expensive now but the the
00:33:24 00:33:27 concept of behind it is like that you
00:33:26 00:33:29 basically at UTM parameters to
00:33:27 00:33:31 everything
00:33:29 00:33:33 because on YouTube you know people will
00:33:31 00:33:34 likely just click through click through
00:33:33 00:33:37 cards click through the link in the
00:33:34 00:33:39 description or yep and that way you can
00:33:37 00:33:42 really have a better click attribution
00:33:39 00:33:43 so that now there's I think more
00:33:42 00:33:46 sophistikated Solutions in the market
00:33:43 00:33:48 where they're like well we use click
00:33:46 00:33:50 data we use view data and if you have a
00:33:48 00:33:52 video that goes viral and we see a
00:33:50 00:33:54 correlating spike in sales that we
00:33:52 00:33:57 attribute that much to it and stuff
00:33:54 00:33:59 right so I yeah I always like that
00:33:57 00:34:02 attribution so we could
00:33:59 00:34:04 now on our back and say well we produce
00:34:02 00:34:05 this type of content and this is what
00:34:04 00:34:07 happened but a lot of people like to
00:34:05 00:34:09 always focus on you know the sales right
00:34:07 00:34:11 it's like oh how much you sell
00:34:09 00:34:12 but I also realized well there is you
00:34:11 00:34:14 know you have these micro conversions
00:34:12 00:34:16 where it's like maybe they became a
00:34:14 00:34:18 subscriber right maybe they become a
00:34:16 00:34:20 subscriber on YouTube maybe they just
00:34:18 00:34:21 you know came back and watched it and
00:34:20 00:34:24 even if they can't buy right now they
00:34:21 00:34:27 tell a friend about it so
00:34:24 00:34:30 to me there's more success than just
00:34:27 00:34:32 how am I going to sell right and for us
00:34:30 00:34:34 it's like how much advertising does it
00:34:32 00:34:35 generate but then also we have a value
00:34:34 00:34:38 of like
00:34:35 00:34:40 does this further our brain and brand
00:34:38 00:34:41 value right so if we do a video about
00:34:40 00:34:44 let's say what it means to be a
00:34:41 00:34:46 gentleman today right and even if this
00:34:44 00:34:50 video had
00:34:46 00:34:52 minimal amount of views no sales I would
00:34:50 00:34:53 still consider the success in a sense
00:34:52 00:34:56 that
00:34:53 00:34:59 we Foster this kind of culture that Our
00:34:56 00:35:03 Brands stand for and I think that's
00:34:59 00:35:05 important too and and brand building
00:35:03 00:35:08 probably and I think one thing that I'm
00:35:05 00:35:11 I'm proud of of what we're doing is that
00:35:08 00:35:14 we're not just analyzing the market like
00:35:11 00:35:16 you know SEO analysts and saying well
00:35:14 00:35:17 what are all the things that are out
00:35:16 00:35:19 there
00:35:17 00:35:22 will do what's best and try to outrank
00:35:19 00:35:23 people or create skyscraper content but
00:35:22 00:35:26 that we actually
00:35:23 00:35:29 back with people who love this
00:35:26 00:35:30 passionately and say well what would a
00:35:29 00:35:33 person
00:35:30 00:35:35 really want and that
00:35:33 00:35:37 allows us to create Innovative content
00:35:35 00:35:38 that wasn't around before and someone
00:35:37 00:35:40 you hit a home run where you didn't know
00:35:38 00:35:42 it existed right because no one else
00:35:40 00:35:45 toked about it you just created
00:35:42 00:35:47 something and and then I think people
00:35:45 00:35:49 over the long term will notike right if
00:35:47 00:35:52 you see the sixth video about
00:35:49 00:35:54 confidence in why you should do this or
00:35:52 00:35:56 that right and just spun in a different
00:35:54 00:35:58 way I think Antonio has like four videos
00:35:56 00:36:00 on how to roll up your short sleeves for
00:35:58 00:36:01 example I mean he's been doing it a long
00:36:00 00:36:04 time he's got variations in everything
00:36:01 00:36:07 exactly but they've they've been super
00:36:04 00:36:09 popular right and that's great and we've
00:36:07 00:36:10 done a redo of how to fold a pocket
00:36:09 00:36:12 square video because we felt like you
00:36:10 00:36:16 know this is so old this could be a lot
00:36:12 00:36:19 better let's let's do it but I'm like I
00:36:16 00:36:21 don't I was like hey I'm I'm proud of
00:36:19 00:36:22 doing something new rather than other
00:36:21 00:36:25 people are like oh they did this was
00:36:22 00:36:27 successful we're gonna do it and that's
00:36:25 00:36:30 okay right I'm not like I had this idea
00:36:27 00:36:32 our team had this idea and we own this
00:36:30 00:36:34 I'm like yeah you know someone else can
00:36:32 00:36:35 just pick it up and make a better video
00:36:34 00:36:38 and that's cool and and I can do the
00:36:35 00:36:41 same right we're all it's an ecosystem
00:36:38 00:36:43 but we we try to not just look at the
00:36:41 00:36:47 numbers but also look at it from a
00:36:43 00:36:51 brand and individual perspective
00:36:47 00:36:52 yeah and it sounds like you're able to
00:36:51 00:36:55 spot Trends before they become popular
00:36:52 00:36:57 right so that they're essentially like
00:36:55 00:37:00 the Pioneers once it does become a
00:36:57 00:37:02 mainstream yeah I mean
00:37:00 00:37:04 I think we are realistikally we are a
00:37:02 00:37:06 niche content I think none of the stuff
00:37:04 00:37:09 we do is really mainstream so I don't
00:37:06 00:37:11 really look at that too much you know
00:37:09 00:37:12 it's like well people are stopping on
00:37:11 00:37:16 the streets so
00:37:12 00:37:20 that's kind of mainstream okay okay
00:37:16 00:37:22 yeah yeah okay I I see what you mean yes
00:37:20 00:37:23 yes and no I'm like you know if we tok
00:37:22 00:37:24 about
00:37:23 00:37:26 um
00:37:24 00:37:28 cases you know I don't think Atasha
00:37:26 00:37:31 cases will ever be mean stream or like
00:37:28 00:37:34 what hat fits your face shape you know
00:37:31 00:37:36 like fedoras are not mainstream I don't
00:37:34 00:37:38 believe they're going to be mainstream
00:37:36 00:37:40 but I believe there's an audience that
00:37:38 00:37:43 we can serve that right and then you're
00:37:40 00:37:44 like oh people who like fedoras are also
00:37:43 00:37:47 interested in ascots you know stuff like
00:37:44 00:37:50 this sometimes people who like to dress
00:37:47 00:37:53 in a special way right are interested in
00:37:50 00:37:55 those unusual accessories for example so
00:37:53 00:37:57 like okay let's let's focus on that then
00:37:55 00:38:00 of course you can have something like
00:37:57 00:38:02 socks right everyone or the market for
00:38:00 00:38:05 socks is a lot bigger than the market
00:38:02 00:38:06 for boutonnieres or maybe even pocket
00:38:05 00:38:09 squares right because Pockets were for
00:38:06 00:38:10 most minutes like a celebratory thing
00:38:09 00:38:12 you know after my wedding I want my
00:38:10 00:38:14 pocket square yep my hand could shift
00:38:12 00:38:16 it's not like they wear that every day
00:38:14 00:38:19 with socks you have the opportunity that
00:38:16 00:38:21 someone potentially wears it every day
00:38:19 00:38:23 and I think
00:38:21 00:38:24 you know when you tok to like pieces I
00:38:23 00:38:26 want to say like well do you have a
00:38:24 00:38:30 subscription product no do you have a
00:38:26 00:38:31 consumable product well kind of but with
00:38:30 00:38:34 a brand right if you build your brand on
00:38:31 00:38:37 like quality and Longevity that kind of
00:38:34 00:38:38 goes against that but we're like we
00:38:37 00:38:40 still like that and maybe there are
00:38:38 00:38:43 opportunities to do
00:38:40 00:38:45 you know consumables like you know the
00:38:43 00:38:48 Razer companies or whatever where you're
00:38:45 00:38:50 like hey you need new blades right every
00:38:48 00:38:54 deodorant companies all that stuff maybe
00:38:50 00:38:56 we'll have a gentlemanly deodorant right
00:38:54 00:38:58 where we're like we really like that we
00:38:56 00:39:00 like the sun profile for that reason and
00:38:58 00:39:01 even Eric from beard brand you know they
00:39:00 00:39:05 started with beard oils well now they
00:39:01 00:39:08 have hair products soap yeah and things
00:39:05 00:39:10 that are accessible to everyone not just
00:39:08 00:39:12 people who are interviewers I'm I'm
00:39:10 00:39:13 still sure that they sell most of their
00:39:12 00:39:16 stuff to people who have some connection
00:39:13 00:39:17 to beards right yes my wife is looking
00:39:16 00:39:19 to say oh let's buy soap from beard
00:39:17 00:39:21 brand unless she's maybe smelled it and
00:39:19 00:39:23 was like
00:39:21 00:39:25 is amazing right and I want that but at
00:39:23 00:39:26 first it's like that's not for me I have
00:39:25 00:39:29 to have a beard like why would I buy
00:39:26 00:39:30 beard Brands so has your YouTube channel
00:39:29 00:39:31 Revenue
00:39:30 00:39:34 I I don't know what the revenue
00:39:31 00:39:35 breakdown is but I assume you make more
00:39:34 00:39:37 from the e-commerce than you do just
00:39:35 00:39:40 YouTube revenue is that is that accurate
00:39:37 00:39:43 absolutely yes okay you make about 25
00:39:40 00:39:46 from ads you know there's website ads
00:39:43 00:39:48 there's uh YouTube ads and then there's
00:39:46 00:39:51 website Revenue now that being said you
00:39:48 00:39:52 know it's we can definitely see a change
00:39:51 00:39:55 in
00:39:52 00:39:58 um what is called RPM Revenue per
00:39:55 00:40:00 thousand views yep it's it's definitely
00:39:58 00:40:02 going up and personally I think you know
00:40:00 00:40:05 looking at I don't know tv ads and what
00:40:02 00:40:08 people pay there and YouTube what people
00:40:05 00:40:10 pay there I'm hopeful
00:40:08 00:40:13 um that in you know five ten years from
00:40:10 00:40:16 now RPMs on YouTube will be a lot higher
00:40:13 00:40:18 and of course if you are a main player
00:40:16 00:40:21 there and you can you know get the
00:40:18 00:40:23 higher RPMs and you can increase your
00:40:21 00:40:26 audience and your footprint I mean that
00:40:23 00:40:28 can lead to massive growth and of course
00:40:26 00:40:29 that kind of Revenue is you know there's
00:40:28 00:40:32 no
00:40:29 00:40:33 returns department there's no customers
00:40:32 00:40:35 yeah that's what I was getting at like
00:40:33 00:40:37 if it's big enough would you ever
00:40:35 00:40:40 consider just becoming a Media Mobile
00:40:37 00:40:44 you know on YouTube as opposed to I you
00:40:40 00:40:46 know I I like my vision is that we are a
00:40:44 00:40:49 brand that creates
00:40:46 00:40:51 high quality stuff for gentlemen not
00:40:49 00:40:52 just in the clothing world but I'm also
00:40:51 00:40:56 thinking about having a nice
00:40:52 00:40:58 Chesterfield so far right and becoming a
00:40:56 00:40:59 lifestyle and not for women like just
00:40:58 00:41:01 for gentlemen in that style that's just
00:40:59 00:41:02 something that I would find personally
00:41:01 00:41:04 satisfying so it's something that I
00:41:02 00:41:05 would drive to and I would use the
00:41:04 00:41:09 revenue that I generate from the content
00:41:05 00:41:11 to make that a reality right one of my
00:41:09 00:41:12 kind of goals is is not like oh I want
00:41:11 00:41:15 to make two million dollars or whatever
00:41:12 00:41:19 but it's like I want to host a party at
00:41:15 00:41:21 you know the uh rosecliff mansion in
00:41:19 00:41:23 Newport Rhode Island you know where
00:41:21 00:41:25 people can all come and dress up and
00:41:23 00:41:28 then learn from each other hang out and
00:41:25 00:41:30 like that's something where I'm like
00:41:28 00:41:32 that would get me really excited or how
00:41:30 00:41:35 about you know we rent a cruise ship
00:41:32 00:41:36 under Nile that you know uh Agatha
00:41:35 00:41:38 Christie's Poirot was on and we do
00:41:36 00:41:40 something like that like events so maybe
00:41:38 00:41:42 we bring Tailors and that's something
00:41:40 00:41:44 I'm like I want to do that I'm not like
00:41:42 00:41:46 I just want to see where I can make the
00:41:44 00:41:49 most money and do that if you know I'm
00:41:46 00:41:50 I'm well off can I always make more sure
00:41:49 00:41:53 but
00:41:50 00:41:56 do I want to increase the channel and
00:41:53 00:41:58 build a team and yes I do but not just
00:41:56 00:42:01 so I can make easier money or money more
00:41:58 00:42:03 quickly so the answer is no I would not
00:42:01 00:42:06 say I'll just become a media company
00:42:03 00:42:08 because that's where all the money is
00:42:06 00:42:09 well no the reason why I was asking I
00:42:08 00:42:13 mean e-commerce
00:42:09 00:42:14 I would use 3pl so I guess it's less
00:42:13 00:42:16 um but you know there's a lot more
00:42:14 00:42:18 things to worry about right
00:42:16 00:42:21 absolutely I mean I don't I don't know
00:42:18 00:42:23 what to do but I like the you know the
00:42:21 00:42:25 complexity of figuring it out and again
00:42:23 00:42:27 I always mindset of you know if it's too
00:42:25 00:42:29 easy it's easier to replicate so if it's
00:42:27 00:42:31 more complex process it keeps out all
00:42:29 00:42:34 the amateurs right I felt like it about
00:42:31 00:42:36 YouTube for example I was like when I
00:42:34 00:42:37 started Facebook was still popular and
00:42:36 00:42:39 you could get a lot of organic traffic
00:42:37 00:42:41 but then it had the barriers to entry
00:42:39 00:42:45 very low on Instagram right how many
00:42:41 00:42:47 mins where instagramers are out there
00:42:45 00:42:48 a lot because yeah what's better to
00:42:47 00:42:51 entry you need a phone
00:42:48 00:42:52 and a filter and that's it well with
00:42:51 00:42:55 YouTube
00:42:52 00:42:58 to make consistently good videos you
00:42:55 00:43:00 need the gear you need the people to
00:42:58 00:43:03 edit and and put it all out so now
00:43:00 00:43:05 you're toking there's a competitive
00:43:03 00:43:08 pool of 20 maybe in the largest sense
00:43:05 00:43:11 right so I always like that being
00:43:08 00:43:15 among fewer and not trying to flip
00:43:11 00:43:17 houses right because it's just yeah
00:43:15 00:43:19 I yeah I totally agree this is why all
00:43:17 00:43:20 those e-commerce business models out
00:43:19 00:43:22 there that are
00:43:20 00:43:24 that appeal to most people they're easy
00:43:22 00:43:26 but because they're easy they're
00:43:24 00:43:29 actually hard
00:43:26 00:43:31 right easy to get in easier to get in
00:43:29 00:43:33 but then
00:43:31 00:43:36 to kind of stay in there remain
00:43:33 00:43:39 successful building something that that
00:43:36 00:43:41 I think gets gets much harder and that's
00:43:39 00:43:43 that's why I like it right it's like
00:43:41 00:43:46 okay like if you want to do YouTube
00:43:43 00:43:48 at well consistently I mean we have a
00:43:46 00:43:50 huge expense around that right that's
00:43:48 00:43:51 our marketing expense most people don't
00:43:50 00:43:53 think they think marketing and
00:43:51 00:43:55 e-commerce they immediately go to paid
00:43:53 00:43:58 ads yep
00:43:55 00:43:59 and we're different we're like no for us
00:43:58 00:44:02 marketing is
00:43:59 00:44:04 everything that we do to bring the
00:44:02 00:44:06 product to Market which for us is just
00:44:04 00:44:08 that content basically
00:44:06 00:44:11 cool I mean that's that's the way to
00:44:08 00:44:12 build a brand I mean I mean in many ways
00:44:11 00:44:15 though
00:44:12 00:44:16 pay-per-click is is faster
00:44:15 00:44:19 right I mean you can just drive traffic
00:44:16 00:44:21 right away where's your content method
00:44:19 00:44:24 is is more of like a Slow Burn Right a
00:44:21 00:44:26 slow Ascension exactly and more solid
00:44:24 00:44:27 foundation yeah and we also look at
00:44:26 00:44:29 videos you know sometimes we have videos
00:44:27 00:44:29 that just are really strong out of the
00:44:29 00:44:31 gate
00:44:29 00:44:33 and then they stop and then there are
00:44:31 00:44:36 other videos you know you start they're
00:44:33 00:44:39 just like slow burner but over time get
00:44:36 00:44:42 you all that you know yeah traffic
00:44:39 00:44:43 attention and a brand recognition and I
00:44:42 00:44:45 mean if you look back around I mean
00:44:43 00:44:46 Ralph Lauren didn't make content
00:44:45 00:44:48 increase great brand there's lots of
00:44:46 00:44:51 brands that didn't create that content
00:44:48 00:44:53 it was just one Avenue that
00:44:51 00:44:56 was available to me and I I kind of
00:44:53 00:44:58 liked it I'm also a bit you know kind of
00:44:56 00:45:01 bummed I think
00:44:58 00:45:03 I just never figured out how to do paid
00:45:01 00:45:04 ads I think there was a time when if you
00:45:03 00:45:06 figured it out
00:45:04 00:45:09 we could have grown much faster
00:45:06 00:45:12 and done things differently so I'm not
00:45:09 00:45:15 saying you know paid ads are bad and and
00:45:12 00:45:18 you shouldn't do them I'm just like
00:45:15 00:45:21 it didn't work for us right I didn't I I
00:45:18 00:45:22 felt like this was more in my wheelhouse
00:45:21 00:45:23 and I think when you tok to different
00:45:22 00:45:24 people as an e-commerce you know
00:45:23 00:45:26 everyone
00:45:24 00:45:27 figured out an angle that worked for
00:45:26 00:45:29 them you know some people are really
00:45:27 00:45:32 active on Reddit other people are really
00:45:29 00:45:36 active in a forum other people do this
00:45:32 00:45:39 right and I've not met anyone who's like
00:45:36 00:45:41 I'm the gorilla on all the platforms
00:45:39 00:45:43 right
00:45:41 00:45:45 some people do podcasting and they love
00:45:43 00:45:47 it and it it works really well for them
00:45:45 00:45:49 and I you know I've thought about
00:45:47 00:45:51 podcasting and was like nah
00:45:49 00:45:54 the barrier entries are lower right what
00:45:51 00:45:57 do I need a focusrite box a nice
00:45:54 00:45:59 microphone it's it's easier I just sit
00:45:57 00:46:01 down and it's also probably because I
00:45:59 00:46:03 personally don't listen much to podcasts
00:46:01 00:46:05 because I don't like commuting then I'm
00:46:03 00:46:08 not you know right I don't necessarily
00:46:05 00:46:10 think of it but I realized there is an
00:46:08 00:46:12 audience on every platform there's
00:46:10 00:46:15 people who like clothes who love
00:46:12 00:46:18 podcasts or videos or Instagram accounts
00:46:15 00:46:19 it's not this like oh people who make
00:46:18 00:46:21 that amount of money they don't watch
00:46:19 00:46:22 YouTube videos or they don't listen to
00:46:21 00:46:24 podcasts I don't think that's true I
00:46:22 00:46:26 think you can find people everywhere and
00:46:24 00:46:28 it's just what drives with you and your
00:46:26 00:46:30 channel and I think if there was one new
00:46:28 00:46:33 channel we'd focus on right now
00:46:30 00:46:35 it would be LinkedIn because that's
00:46:33 00:46:37 interesting that
00:46:35 00:46:39 drives the most with the kind of person
00:46:37 00:46:41 that you know we may be looking at it
00:46:39 00:46:44 wouldn't be like tiktok you know
00:46:41 00:46:46 um and sometimes or it's funny right
00:46:44 00:46:48 when these new trends come along like
00:46:46 00:46:50 YouTube shorts for example
00:46:48 00:46:52 we haven't made a single YouTube short
00:46:50 00:46:54 video yet and that's it's interesting
00:46:52 00:46:55 when you tok to other people who've
00:46:54 00:46:58 experimented with it and you know
00:46:55 00:46:59 YouTube obviously recognizes hey this is
00:46:58 00:47:01 your channel I don't think it
00:46:59 00:47:04 cannibalizes the OverWatch time you have
00:47:01 00:47:07 and maybe we're losing out but it's like
00:47:04 00:47:10 Ah that's a bit more you know it's just
00:47:07 00:47:11 like dopamine Rush right oh one minute
00:47:10 00:47:13 short video
00:47:11 00:47:15 and I'm not saying we're never going to
00:47:13 00:47:17 do that so far it just hasn't fit into
00:47:15 00:47:18 our brand strategy so we we skipped that
00:47:17 00:47:20 you gotta finish your dance lessons
00:47:18 00:47:24 first you're not done taking your dance
00:47:20 00:47:26 lessons right well yeah yeah and but
00:47:24 00:47:27 it's maybe it's wrong you know like
00:47:26 00:47:30 there's always this opportunity and
00:47:27 00:47:32 there's so much opportunity right oh I
00:47:30 00:47:35 could do attentive text message
00:47:32 00:47:36 marketing right or I could do use clavio
00:47:35 00:47:39 I could do this I could do that I could
00:47:36 00:47:41 and what I notiked is like I'm actually
00:47:39 00:47:43 better off I'll focus on one thing yeah
00:47:41 00:47:45 absolutely figure out and do it right
00:47:43 00:47:47 rather than trying to
00:47:45 00:47:49 dance everywhere
00:47:47 00:47:52 not well because I don't know all the
00:47:49 00:47:54 answers that's actually great advice for
00:47:52 00:47:56 anyone listening if you want to see more
00:47:54 00:47:58 amazing interviews with successful
00:47:56 00:48:00 entrepreneurs then check out this next
00:47:58 00:48:01 interview right here I think you'll
00:48:00 00:48:04 enjoy it and you'll definitely be
00:48:01 00:48:04 inspired

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