S2E2 – The How To Be A Star On YouTube Edition with Pete Bennett
James chats with Pete Bennett, who is an Internet entrepreneur and has been for over 20 years. He was part of a team that put together the strategy to grow a YouTube channel (Little Baby Bum) from zero to the biggest channel on YouTube at the time, which took about seven years.
That was in sold for, well, an undisclosed amount of money, but an amount that you probably couldn’t spend in a lifetime.
He now dedicates his life to a number of other businesses, including a consultancy which helps people grow YouTube channels as well as a couple of YouTube channels of his own.
They discuss many tips and advice to help you get more success on YouTube, as well as automation, dogs, propositions to avatars, slime and nursery rhymes.
James Nathan: 00:54 Hello and welcome to The Only One Business show with me, your host James Nathan. And in this episode we have got a slight slant to things and something I think you’re gonna find really interesting. This gentleman is an Internet entrepreneur and has been for over 20 years. He was part of a team that put together the strategy to grow a YouTube channel from zero to the biggest channel on YouTube, which took about seven years. That was in sold for, well, an undisclosed amount of money, but an amount that you probably couldn’t spend in a lifetime. He now dedicates his life to a number of other businesses, including a consultancy, which helps people grow YouTube channels as well as a couple of YouTube channels of his own. Please welcome Pete Bennett. Pete, how are you?
Pete Bennett: 01:39 Hello James. I’m great, thanks. And thanks for the invitation to talk on your podcast. Looking forward to it very much.
James Nathan: 01:45 No, it’s great to have you on. Thanks. It’s been a while since we’ve seen each other. It’s, well, I think back then you were looking at a translation business and in the midst of the YouTube growing stuff and telling me all about what you’re up to these days.
Pete Bennett: 02:01 Well, as I say last time that we met. As you say, I was involved in the translation business, used to have a company called London Translations, which I sold. I had another conference call business at that time called Ozone Conferencing. Which I’ll get back to in a minute because surprisingly that was the genesis for the world beating YouTube channel. I still have another conference call company, which is an online one. Everything is automated. Most of the customer service is automated. So that leaves me free to concentrate on YouTube, which I think is my passion because it helps people with a message, get out to the world and it’s free. And that’s I’m from Yorkshire and free is Yorkshire’s favourite price.
James Nathan: 02:51 My Dad was a Yorkshireman, so is kind of half in my blood as well. If he’d been Scottish as well, we’d have a lot to about…..
Pete Bennett: 02:59 We’d have a handle on costs, wouldn’t we James!
James Nathan: 03:01 Yeah, absolutely. As, as you know, I’m a good accountant at heart and so that’s always a nice thing is keeping the costs down. How do you grow a YouTube channel for nothing to the biggest in the world? How does that work?
Pete Bennett: 03:15 Well, it basically comes back to the things that I always held dear and and always also taught when I you know, when I speak about Internet marketing and that is flipping the supply and demand mantra that we’re always taught at school. Or if you went to a business school, perhaps you’d learn about supply and demand. And I’ve always wondered why that’s the case because if you think about demand comes before supply in the alphabet. And in my opinion, it should come before supply, when you’re doing a business. So most Internet marketers I think understand that concept and what we do, what we do is we look for niches. And at the time I had my Ozone Conferencing company. One of my employees who later became a friend was dabbling in internet marketing and YouTube particularly, I taught him about you know, looking for areas of demand and then providing the supply.
Pete Bennett: 04:19 And we’re going back now say seven years or so, maybe eight now when YouTube was less of a way of life, I guess a more of an emerging platform. And we did some demand and supply analysis and found that there was a gap in the market for nursery rhymes for children. And it just so happened sometimes planets line up and he had a wife who is an excellent designer and you know, was very good at designing cute cartoon type character or animation type characters. And to cut a long story short he eventually left my company and set up his own company. He and his wife, producing children’s nursery rhymes for YouTube. That’s very simplistic. What we’d done there I guess is we’d proven that there was a demand, in which case it was worth producing the supply. The rest of it comes down to sort of, I guess in the old world prior to YouTube you would call it SEO search engine optimization.
Pete Bennett: 05:28 Yeah. But really YouTube algorithm is, is not the same as the standard search engine. It’s really all about pleasing the YouTube version of the search algorithm, if you like. And getting your videos in front of people who want to see them. Because really you can, you can see YouTube algorithm really as the customer in this instance. What we need to do is please the YouTube algorithm and it will then produce ,oh… it will then show our content to its viewers. And the way that you make money on YouTube, at least one way is a YouTube will split advertising revenues that advertisers pay to have shown on your videos with you as the creator. And it actually gives you 55%, which is quite generous. So there’s a route to market and all you have to do is, as it used to say, basically find out what they want and give it to them. Rinse, repeat, buy a big house or several big houses.
James Nathan: 06:33 There is a, there’s a kind of tipping point with YouTube, isn’t there? Don’t you have to have a certain number of followers and a certain number of views and things before you can get involved in advertising?
Pete Bennett: 06:42 Yeah, you do. I mean, it changes all the time, but you really want to be, you know, looking to maximize the number of views, although to be really pedantic about that James, it’s not so much the number of views, it’s the number of minutes that your videos are viewed. So yeah, subscribers are good, they are good for bragging rights and they’re good for the algorithm, but it’s really a question of, if you think about it, producing content that people want to watch, so therefore finding a demand and then supplying it and of course there are many ways of structuring videos to make them more appealing to the viewers. And therefore you rack up view minutes, which equate almost linearly to, you know, to money. But also to the channel’s growth because the one thing that will make your channel grow is if you produce videos that people want to watch. It sounds very simplistic when you put it like that, but if you think about it, YouTube business model is all about keeping eyeballs on YouTube so that they can sell advertising space to them.
James Nathan: 07:48 Yeah, no, it’s interesting when people start talking about things like supply and demand and why it’s the wrong way around. And you know, you just have to look at… I harp on about my kids on this podcast all the time. But yeah, they don’t use a television. They use YouTube. And if my daughter were home now, she’d be watching somebody crafting or someone making slime or goodness knows what. And you know, who knew a few years ago that slime was going to be such a money maker for the people who have the right channels. It makes absolute sense what you’re saying when businesses though are looking at their marketplaces, they tend to look for niches to get involved with and to explore. Does it work that way with YouTube as well?
Pete Bennett: 08:34 Yeah, I mean, if you produce compelling content, you can make money in pretty much any niche. But if you’re going into YouTube you know, as a standalone business specifically to make money on YouTube, then you would perhaps look at the demand and supply numbers and then create a business to fit that demand. I mean, slime is a great example is now for people that don’t know what slime is, it’s kind of a stuff that kids play with. I guess. We used to have plasticine and playdough in our day. Now it’s this kind of slimy stuff that you can actually make and it’s not difficult to make, but that suddenly became a real sort of fad. And lots of people have made lots of money producing videos about that. But I think it’s transient and it won’t last forever. Now, if you’re in the business of say being an accountant or being a lawyer or I don’t know, pick a niche, the chances are if you go onto YouTube, you will find some videos which are related to the niche that you’re already in.
Pete Bennett: 09:37 But also you’ll almost certainly find that most of them are not very good. So let’s use an accountant as an example. I just picked that at random. What as an accountant can you provide that would add value to your existing client base, but maybe also prospects as well. What content can you put out that will help people and therefore get them to tune in and watch your videos as opposed to the other terrible ones that are out there and therefore build that all important know, like, and trust relationship, which would then end up with people coming to you rather than perhaps cheaper competition and hiring you because you’re the expert in the field as opposed to just another commoditized accountant providing compliance services of which I’m sure if I did a Google here sitting in central London, there would be no shortage of them.
James Nathan: 10:38 And that’s, that’s got to be this the hardest part for someone in a profession, doesn’t it? Because it is fairly standard stuff that they do. So what, how do they….. If I’m sat there with my, you know, my accountancy firm, I’ve got my standard, you know, departments. How do I stand out?
Pete Bennett: 10:57 Well you would stand out on YouTube by being a prolific quality content provider. And when I say quality, I don’t necessarily mean production values quality, but quality of advice. One thing I think in professional services that many people neglect. And I know I was guilty of this when I ran my translation company is that you assume what’s obvious to you because you’re in the profession, you must be obvious to other people as lay people. And it really isn’t. For instance, I don’t know, tax tips, I know a little bit about business obviously, but you know, is it better to take money out of the company as salary or is it better to take it as dividends or is it better to wait till the end of the year and then named the baby? Cause you can decide later based upon the the company’s performance, whether it’s going to be classed as dividends or salary. Now, most probably have no idea that there are those choices or what the implications of those choices are. So I’m a very good way of, of starting out would be to produce some question and answer type videos. So maybe, you know, you answer the top seven, five, 10 questions that most small businesses have about tax but can’t find a definitive answer to, I mean, that would be an nice video in itself, wouldn’t it?
James Nathan: 12:22 Do you know, it’s really interesting. I know that I struggle a lot with some of my clients when I start talking to them about giving away their expertise. They don’t want to do it because they think it’s, you know, if someone wants that advice, they pay for it. But actually the reality of something like YouTube is that it’s a place where you can go for high quality advice that doesn’t cost you anything. And actually that draws you to the businesses.
Pete Bennett: 12:48 Completely because they’re seen…. Businesses with a good presence are seen as authorities. And YouTube is great because it can act as a repository for your canon of work. So let’s just say over time you’ve built up a few hundred videos or, or even a hundred videos. Even 50 videos. And your competitors are nowhere to be found on YouTube then you, you’ll seeing as the person to go to because you are the one with the body of work that supports your expertise and underlies your authority and your credibility. But it’s an effort to do that. And I realize that small businesses often don’t have the resources to dedicate to just producing daily videos or weekly videos or monthly videos. One format that I’ve had very good success with myself and also with my client is to go low-tech. Just to use a smartphone. And I know you didn’t some of these as well, haven’t you, James? You just walk and you talk.
James Nathan: 14:00 Well, do you know it started with you Pete. Well, cause we met and you’d done some videos of you walking down street on your morning walk in the park or whatever you are doing.
Pete Bennett: 14:11 That’s right. Yeah.
James Nathan: 14:12 And I talked to you about it and I was saying to you, so many people do video and so much of it looks like it’s been done by a professional, but actually it looks really crap because they’ve tried to make it look professional but they’re not professional. And you said, well, why don’t you just talk into a thing and actually you either go super low tech and do it yourself and it looks low tech or you get it done professionally, but nothing in between. So I started talking to my phone and I’ve just, I’ve just racked up number 500 I’ve gone on and actually got rid of a heap of them that were kind of duplicate in thoughts. But yeah, it’s dead easy to do. You just have to be, do it really.
Pete Bennett: 14:52 Yeah. The thing that stops most people producing videos has nothing to do with technology. It’s fear of pressing record, I think. But yeah, to get back to your, you know your point you went ahead and you started doing it and now you’re getting results. Well, what a surprise. You know, if you hadn’t have done them, you wouldn’t have got the results. And the great thing about using smartphones is that it gives you permission defacto to drop your production values. But it doesn’t give you permission to put out bad information and most people will not really care about the background and the mediums so much as the information. The only caveat I would say to that is please make sure that the audio is good. It doesn’t really matter about the video quality as much ironically, but people really need to be able to hear the audio clearly. Otherwise they’ll bail on you.
James Nathan: 15:50 Yeah, I know you do get the odd bit of wind noise and stuff at times, which can be irritating for people.
Pete Bennett: 15:55 Know anyone listening to this podcast now probably by virtue of the fact that they’re listening to this podcast has enough technology to start making videos. What they probably don’t have yet is the mindset or the appreciation of why they should be doing it.
James Nathan: 16:10 Well, you know, if anybody asked me, should I do it, the answer is yes. And if they asked me what they should do it on I say, just start. You know, because your right, pressing record is the hardest bit. You do find yourself hiding in car parks and things to start with and then eventually you find yourself on trains on platforms of stations, walking down the street. You just don’t care anymore cause you’re so used to doing it.
Pete Bennett: 16:34 Exactly, and then there is also a mindset I think around feeling or fearing rejection and also this kind of strange feeling of sort of shouting into the void. Particularly when you stop, how you think, well, who the hell wants to listen to me? You know, I’m not getting any, I’m not getting any feedback. You know, the channel’s growing slowly, you know, I’m not getting a lot of engagement but what you tend to forget and this has happened to me on one memorable occasion but you know, also smaller sort of less dramatically over time I was working at Green Park Tube station and this this is after I lost a bit of weight during the walking every morning, but some bloke come running up to me on the platform, shook my hands and says, I know you, you’re Pete. I used to work show videos when you were fat and then run off. It’s like, I don’t know whether to take that as a compliment or no, but I had no idea who he was but because when you, you producing videos, you’re looking directly into the person’s eyes who is watching. Clearly he thought he knew me cause it was very funny
James Nathan: 17:47 Which is, which is lovely, isn’t it. it would have been much nicer if you’d said Pete, I’ve been watching your videos for some time and my word, you’re looking really good.
Pete Bennett: 17:55 At my age I’ll take any compliment I can get.
James Nathan: 18:01 And the production quality thing you talked about there again, can you be, can you try to be too fancy?
Pete Bennett: 18:07 Well, yeah, I mean I used to have a full blown studio with green screen and you know, all that stuff. But actually, honestly I got more engagement with the walking and talking. Again, the fact that you’re walking and talking has a psychological effect in that people want to feel like they’re coming with you on a journey. Now, if you’re sitting at a desk and it’s all very portion, your is perfect and nice green screen and it’s all very slick. It feels more like watching traditional media, doesn’t it? It feels like watching a Paxman type interview and you’re never going to be as good as Paxman at interview technique, I suspect, because that was his, you know, trade for many years. But the thing is walking and talking they feel like they’re coming with you. They feel like that part of your day and more of your personality can come through because you’re less afraid of being in inverted commas professional. And what does professional mean? I mean, it means providing what people want. I think, and I don’t necessarily think that sitting at a desk in a thousand pound a day studio is any better than wandering around the park and a few dogs bark and you know, of course they do. You’re in a park and everybody will forgive that.
James Nathan: 19:24 Well, it’s interesting you mentioned dogs. I mean, if I have my dog on a video, I get a hell of a lot more comments than I would if I didn’t have her on it.
Pete Bennett: 19:33 Well, there you go, good investment a dog.
James Nathan: 19:33 But also, yeah, but it’s, sorry, go invest in a dog [laughs]. Everybody should have a dog. That is that, that is an absolutely blanket statement, which is absolutely true.
Pete Bennett: 19:45 Dogs and children, but that’s, that’s quite an extreme step, isn’t it? To have a child just to get more views on videos.
James Nathan: 19:50 Yeah, dogs are certainly you know less of a commitment I guess, but it’s still a great thing. With quality content’s, the key then it’s about what you say, not how you say about
Pete Bennett: 20:01 What you say. But, how you say it does come into it in that it’s how you structure the video. If you’ve seen some of the things I’ve put on Facebook recently, one of the the biggest mistakes that people make is they go to Fiverr or they have a, you know, a child or a friend who’s a bit handy with video and they get one of these fantastic intros. You know, it’s very exciting. There’s lots of music, maybe fireworks going off and logo spinning round and it’s five seconds. In some instances I’ve seen them as much as 15 seconds. And if you look at the analytics as I do with a lot of my clients, cause we go in and we actually find out what’s, what’s working and what’s not. If you go and have a look at most of the video retention time, as it’s called, which is how long someone watches the video.
Pete Bennett: 20:50 If you’ve got a long intro, and by that I mean more than a couple of seconds, perhaps you’ll find that you can lose up to half or, and sometimes even more of your viewers before you speak your first word. Because people don’t want to waste time with, you know, with flash intros and things so that, that Fiver that you spent on fiverr.com getting an interest probably costing you success. Another good tip is rather than starting with, you know, hello, I’m X, Y, Z, you know, the UK is leaving accountancy firm, whatever. Just go straight into story halfway through, you know, so I know cause say something like, “so the inland revenue turned up and demanded a 90,000 pound check” and then say, you know, I’m whatever, introduce yourself and then tell the backstory behind what just happened and how, you know, maybe you can prevent people getting into a similar situation by doing some decent tax planning, but you’ve really got to grab them and you’ve got to keep them rather than the traditional kind of presentation format where you introduced yourself, you started at the beginning and then you, you come to an end and then wrap it all up in a bow with a conclusion. I don’t think that’s the way to do that on YouTube at all.
James Nathan: 22:09 So what I’m getting from what you’re saying is it’s very much a blogging platform or blogging style. You know, you hit them with a headline, great big hook, reel them in, get them listening, leave your point. Off you go.
Pete Bennett: 22:22 Yup. The one thing don’t want them to do, if you can help it is stop watching the video. So you’ve got to keep it interesting and keep intrigue going. I forget exactly what the content of the video was, but one of my best ones was I started off with, “so I put the baby in the microwave”. Now I was talking about cooking baby vegetables or something. But obviously you know who’s going to stop watching a video when the first thing someone says is I put the baby in the microwave. You’re going to watch it on you just to find out what this idiot is up to.
James Nathan: 22:56 Oh, I am. Yeah, absolutely. How does the SEO side work then? Because you said it’s different. You know, now typical understanding of SEO is keyword and that kind of things. We always think of, you know, searches as the Google, you know, Google Algorithm, obviously YouTube part of Google, but how does it work because I don’t have a whole lot of keywords to stick on a page. What can I do?
Pete Bennett: 23:21 It’s different. Some of the principles apply and I’ll give you a very brief rundown of the things that you should be looking at. If we have time now. The first thing is, and this is keyword related, this is your title. It’s the most important SEO, a search based item that you can influence. So your title should include your keywords. A lot of people don’t do that, you know, they’ll put their name in the title or they’ll put something which isn’t really keyword rich as the title. I would say always the first few words of the title should be your keywords. So let’s use the accountants for instance, that rather than saying, you know, it’s blogs and blogs accounting as the title put something in like 10 tax tips that will save you money, for instance.
Pete Bennett: 24:17 Right? And then you can put, you know, by blogs and blogs accounting. But right at the very front, you want to have your, your keywords.
James Nathan: 24:25 And you’re not talking about the channel name here, you’re just talking about the individual posts.
Pete Bennett: 24:30 Yeah. The channel name is probably one of the least important things in terms of keywords. If you know, if you do have the choice of setting up a new channel, then by all means set it up with keywords. If it makes sense for you, if it reads well. But the channel name isn’t that important. You know, for instance, the, you know, one of my channels, Huggy Bobo, which is nursery rhymes, you know, rather than calling it nursery rhymes, I called it Huggy Bobo, which is a brand name. But then the individual videos will be very much titled along keyword terms. Typically the, the name of the nursery rhyme that I hope people will be searching for. So that, that appeals to the search component of the algorithm. But the search component is not as important. What’s really important is over time, getting YouTube algorithm to suggest your videos to potential viewers.
Pete Bennett: 25:32 So, you can tell when your YouTube channel’s doing well when you’ve got more views from suggested videos in the analytics than from search, because it means that you’ve made friends with YouTube Algorithm. And it’s prepared to suggest your videos to other people’s videos over the competition. And that kind of leads me on to the description, which is the next bit, which can make it keyword rich but don’t overstuff it. Use things called hashtags in the keywords. You can have up to 15 hashtags, sorry, use things called hashtags in the description. You can have up to 15 hashtags in a description, but only use three because the first three will come up above your video’s title and will be indexed by the search algorithm. So you want 3 hashtags. So to you use the accountants example again? You might put # taxtips, # savemoney, and then # your brand name at the end of it. Blogs accounting for instance. That wouldn’t be a bad strategy. I don’t want to get too deep into this, but then the next one is tags. Tagging is in terms of search, the least important, in terms of suggested videos, probably amongst the most important, you need to have a strong and consistent tagging strategy, which can get a little bit complicated. But once you’ve formulated it, the key thing is to stick to it and be consistent.
James Nathan: 27:04 Pete, that’s great. Cause it’s a minefield some of this stuff, when you know it, it makes it so much easier. And if people could just be very careful about making sure they, you know, they get the right hashtags, they use them consistently, they put them in the right places, they think about their titles, then you know, if it gives you a little, if it gives you two or three more people every time. Wonderful. If you give you thousands, you know, all the better.
James Nathan: 27:26 When we were talking earlier, you mentioned automation and customer service and automation and customer service are two things, which people kind of throw their arms up in horror at some times and others say, oh no, it’s the way forward. Does YouTube fit into that process or is that a different thing for you?
Pete Bennett: 27:42 Well, you can automate YouTube to a large extent, both out of the box and using some fairly cheap add on tools to provide customer service….. The definition of customer service….. I mean, yeah, can make sure that you get videos out regularly at the same time every week, for instance, so that people know to tune into your channel, let’s say seven o’clock on a Monday morning, there will always been new video. You can use automation to do that. But I think the content you’re talking about really is once you’re running a successful business based upon the leads that are coming in from YouTube is how do you, how do you handle that and how do you delineate between what’s automated and what’s what’s manual. You know, it’s no secret. I used to use InfusionSoft for my companies and we used to do a lot of email followup and towards the end some text and some messaging follow up and we invented avatars to do that.
Pete Bennett: 28:48 So in the translation business, I had an avatar called Jennifer Ball who you know, we used to refer to it as customer service rep. So she would through the magic of InfusionSoft, send out follow up emails after we delivered the translation jobs. Checking that everything was okay and maybe, you know, asking, asking for feedback. If the feedback was positive then Jennifer would thank them and you know, add them to the newsletter list and keep in touch. If the feedback was negative, then Jennifer Ball who is software would then give way to one of my staff who I used to refer to it as wetware, would then get on the phone and make it real. My philosophy has always been used hardware and software to do what can be automated and routine business as usual and then intervene with wetware where necessary because wetware has the ability to be more flexible obviously than, than so-called AI. Cause a lot of AI isn’t that intelligent right now is it? I’m sure it’ll get better, but I think it’s a question of using scarce resources cause wetware is very expensive. We were turning over a million and a half pounds with about five or six full time staff in an office. We couldn’t have done that without automation.
James Nathan: 30:18 No, that’s a, that a lot of businesses will look at that and go, really? That’s fantastic. But AI is an interesting…. we’re very much at the beginning of the AI curve, aren’t we? It’s a lovely idea. It’ll get to a point I think eventually where we’ll wonder how it existed without it, but being able to do things like automate that service follow up, I think is quite nice. I also love the fact that you then have a human being get involved when they need to.
Pete Bennett: 30:46 Yeah. And if you do it well, I mean, I think we did it reasonably well at the time, people star writing to the Avatar as if it’s a real person. We even had, I probably shouldn’t mention it on the podcast, but let’s just say that she had a number of proposals and they weren’t all decent. One guy kept trying to invite Jennifer out for dinner. I said, well, she, she’s not, she’s sort of sits under my desk most of the day. And then I told him it was a Dell server that was running on. So, yeah.
James Nathan: 31:18 Dear me. How fantastic. Yet another amazing thing I’ve learnt by podcasting, people make proposals to AI!
Pete Bennett: 31:28 And send pictures and some of the pictures well, made me feel inadequate. Let’s put it that way.
James Nathan: 31:32 Oh goodness. Let’s stop right there….
Pete Bennett: 31:35 AI at the moment is kind of special needs, isn’t it? I mean it’s called intelligent, but you know, a lot of it is just not that clever yet really.
James Nathan: 31:44 Well it’s, it’s, it’s just running on if/then protocol isn’t it? Most of the time. What’s your big tip Pete? I mean, you’ve given us loads of thoughts and loads of tips. And I really appreciate that. So thank you. What’s your number one tip? What’s the big thing you’d like to leave people with today that they could do in their businesses to make it better today and better for the years to come?
Pete Bennett: 32:06 Well, the kind of global statement would be to go back to what I said at the beginning is do some research and find out what people want and then give it to them. Whether that’s, you know, in business generally or specifically on YouTube. And the great thing about YouTube is YouTube will part with most of the numbers. So it’s quite easy to assess demand and supply. Don’t make life too difficult for yourself. Why try and push rocks up hills or make you know, sales calls trying to sell stuff people don’t want when you can find out what they want. I was going to say tease, but tease is the wrong word, but expo, showcase what you’ve got and what they want on YouTube and then wait for them to call you and then make sure that you have really good customer service so that you continue to follow up with those people. Using automation or using wetware if necessary, but, do the followup and find out where they want and sell it to them. Rinse, repeat, buy a big house that’s it. That’s all I’ve ever done.
James Nathan: 33:09 Pete. that’s fantastic. Thank you very, very much. But I’m going to ask you another question, which you don’t normally do. I know you’ve got your, your slow TV channel, which tell me why, and who watches you on the tube?
Pete Bennett: 33:23 Yeah, the chat or the channel name is Go slow TV. So if you go onto YouTube, it’s just YouTube.com/goslowtv. And those are by design, the most boring videos on YouTube. And the reason that I did it, James is to…. As a teaching vehicle as much as anything else, to show people that if you do things right by optimizing, structuring, uploading, basically all of the things that I teach then even, you know, my trip to work, a tube journey or a bus journey can get thousands of views every day. I mean, I’m just looking now, at the moment I’m doing every 48 hours there’s nearly 9,000 people watching those videos. And on occasions it goes up to 60 or 70,000 every 48 hours. It’s like, listen, this is a bit of a challenge. If your business can’t be made more interesting, than my commute than really YouTube isn’t the problem is it? We need to think a bit more about what you’re offering and how you’re getting people engaged in terms of marketing. So it’s a teaching vehicle as much as anything else, but it does prove the point that if you do things right you can pretty much be successful on YouTube, whatever you’re doing. Because bus journeys, tube journeys, videos with my washing machine, hours of boats going by duck ponds, all sorts of nonsense. People will watch it.
James Nathan: 34:54 Fantastic. Pete, thank you so, so much for your time. It’s been great.
Pete Bennett: 34:58 You’re welcome. Great to talk to James, talk to you again soon.