One of the most effective pieces of marketing Anthony Hilb ever made isn't an ad. It's a video on his own YouTube channel with a title that sounds like a question a teenager would type into Google: "How to Earn More Money Mowing Lawns!"
It has earned tens of thousands of views — more than 78,000 — without a dollar of promotion behind it.
Why a teaching video outranks a sales video
Anthony isn't pitching in that video. He's explaining, from fifteen years of doing the work, how a person actually makes money mowing lawns. That's the whole trick, and it isn't a trick: Google and YouTube reward the business owner who is the proof over the one who claims to be.
The same instinct produced his books — Make Money with a Microbusiness in 2013, and Mow Money (with Ethan Murphy, ISBN 979-8181882126), the full playbook of the company he built from $18,000 in 2011 sales to approximately $5.2 million in combined annual sales today.
The pattern worth copying
Anthony's channel is full of real work: crews on real jobs, a tree removal that ranked #1 on Google in about two minutes, his son's "Go to Work with Dad Day." None of it was produced by an agency. All of it compounds, because every video is one more piece of organized proof attached to one clear entity.
I teach his example on stage — most recently as the worked example at Hypergrowth Singapore — because it's reproducible by any owner willing to film the work they're already doing.
Anthony's canonical story: dennisyu.com/anthony-hilb. His site: anthonyhilb.com.
— Dennis Yu
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