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Paul Fitzgerald is a Boston native who attended the Tisch School of the Arts at New York University He claims that he s not a film critic, just a big film nerd who studied film as an undergraduate Still, he had been working the improvisation and stand-up circuit in New York for many years and earning a living doing voice-overs and such When a close friend encouraged him to explore YouTube, everything began to change Working together they started to post some of his routines on the site For the rst three months on YouTube
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F I G U R E 2 - 3 : PA U L F I T Z Y F I T Z G E R A L D H A S F O U N D FA M E A N D S O M E F O R T U N E W I T H H I S C H A R A C T E R O N YouTube
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we were getting just a few views Whenever I switched over to sports, our views went up, he told us In fact, his videos started spreading all over the Web We went from a couple hundred views to 25,000 views, Paul said And so he found his niche But, his own personal niche is more speci c than sports in general He focuses on Boston teams I ve tapped into a fan base, he told us I ve gotten some facial recognition in Boston Paul has some advice for others who want to follow his lead First of all, as he cleverly puts it, to find success on YouTube you have to be a Swiss Army knife You are your own creative, marketing, and advertising departments, he reminded us He also offered these four rules to live by: 1 With your work, tell the truth Everything I say as Fitzy is real It doesn t sound as authentic if I say it myself Put the truth in your performance [This need for absolute sincerity and transparency applies to companies, as well, as you ll see in 3] 2 Be as regular as you can with your postings If you say you will have a new one every Friday, then do it You ll hear about it if you don t post regularly 3 Be available If people start commenting on your videos or sending you e-mail, send them a comment back Hit them back on their MySpace or Facebook pages It means a lot to people Fitzy reminds you, Don t go big-time on me 4 If you re going to do comedy, be more funny! Paul is a YouTube partner, but his presence on YouTube has brought him even more exposure I get recognized when I go on auditions, he told us He s also begun hosting an
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Internet sports show for CBSsportscom His efforts have given him a comfortable niche, and he s earning real money Thanks to Fitzy, Paul said, my wife and I actually own our own apartment in New York
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We ll grant that most of our readers aren t going to be performers or comedians But YouTube isn t just an outlet for those blessed with prodigious talents And even if you are a talented performer, you still have to think like a businessperson if you want to earn money with YouTube We re happy to report that plenty of businesspeople have turned to YouTube to grow their businesses and assets In 3, you ll meet representatives of companies who are using YouTube in interesting and innovative ways, but here we ll focus on individuals, such as performers and professionals who are pursuing their business goals on the site Take the case of Dr Steven Yarinsky, a plastic surgeon, shown in Figure 2-4, from Saratoga Springs, New York Dr Yarinsky s video is on YouTube s ShopDocVideo channel He uses YouTube as part of his marketing efforts to attract new clients I post our video for prospective patients who then e-mail me for information about procedures, he told us The reaction has been excellent, Dr Yarinsky reported The endorsement makes patients feel more comfortable calling for an appointment Patients have told me that they saw it, he added We had over 600 views in the rst two and a half months the video was up on YouTube Dr Yarinsky offered this advice for other physicians who are interested in using YouTube Use the video as a marketing tool to get patient leads into the office Don t try to sell procedures sell the doctor
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