By Pamela Muldoon published December 17, 2014

How to Build YouTube Subscribers: An Inspiring Story From a Niche Brand

CYF Trish Witkowski Custom Image

Before reality television and social media, fame was difficult to achieve and usually came in a 15-minute increment. With online distribution platforms, becoming famous is not only easier to do, but it can be the perfect avenue to increasing brand awareness and business revenue.

The CMI Podcast Network is excited to announce its latest show, Claim Your Fame, with host Andrew Davis. You may be familiar with Andrew as the best-selling author of Brandscaping: Unleashing the Power of Partnerships or as the high-energy keynote presenter at Content Marketing World 2014. Now, Andrew brings his message of personal brand and niche marketing to a weekly conversation, sharing real-world examples of how everyday people are making a big impact on YouTube, Instagram, Pinterest, Blog Talk Radio, and more.

Claim Your Fame isn’t a talk show. It’s an NPR-style radio show. Andrew sends radio reporters all over the world to hunt down amazing stories of brilliant business leaders who have leveraged the online world using their passion for what they do along with their magnetic personality to drive revenue – big revenue. It isn’t an interview show, it’s their story in 30 minutes or less, and Andrew is your guide.

The series debuts with the story of Trish Witkowski, Chief Folding Fanatic at, the website of FOLDRite™, which sells special software templates to print designers to ensure direct-mail pieces are printed, cut, and scored correctly.

So how does Trish “claim her fame” as a personal brand, and how does FOLDRite claim its fame in niche marketing?

Get rich in your niche

FOLDRite and Trish know and understand their niche. Their customers are print designers who create high-quality direct-mail pieces – a small fraction of the overall direct-mail industry. In essence, FOLDRite tries to reach a niche within a niche.

How does FOLDRite do it? That is where Trish comes in. She launched a video series, “60-Second Super Cool Fold of the Week,” in which she demonstrates a unique paper fold for direct mail.

Every Wednesday night, she uploads the video on the FoldFactory YouTube channel. She leverages YouTube to share her passion and personality around folding paper. She created content that her niche audience was missing and she has now become a celebrity in this small community while growing FOLDRite’s business and solving the audience’s problems.

Done is better than perfect

Trish does not have expensive video equipment or a sound studio. Her set is a plant in the corner, a table, and a chair. She uses an inexpensive video camera. What she does have is something only Trish can provide: her passion and personality woven into the art of folding paper. Her show, as she describes it, is “about opening people’s eyes to the possibilities who are currently stuck in a trifold funk.”

The goal is to consistently deliver high-quality inspiration to her audience, and then move her viewers to the FoldFactory website to purchase and download custom-folding templates.

Some of her fans consider her a curator of designer folds and even call her creations works of art. To date, her 250-plus videos have yielded over 800,000 views and more than 3,100 subscribers. In addition, Trish has become a spokesperson for a number of brands, tours the world as a speaker, and conducts workshops. YT Stats Image 12-12-14

Consistency is critical

After almost five years of videos, Trish has set up an expectation for her audience. Every Thursday morning, they look for her next video showcasing a new fold with her bubbly personality. Has the weekly grind ever led her to consider doing it less frequently? Sure, but then she receives a letter or an email from a regular viewer telling her how much they look forward to her video every week. This is the motivation she needs to keep delivering consistently. This almost five-year follow-through has led to her fame in this small, tight niche community. She has become something to somebody instead of trying to be everything to everyone.

Give ’em a hook

Trish added a simple, yet unique component to each of her videos. Every episode, she wears a custom T-shirt with a slogan such as “Stop talking, Start folding,” “Give me the fold and nobody gets hurt,” or “Fold that thought.”

Trish Witkowski_YouTube_Screenshot

The shirts’ popularity led to the creation of an unexpected line of business for FOLDRite – T-shirts. Viewers can not only order the shirts, but can also share new slogan ideas. “What the Fold?” has become a favorite of fans – many of whom tune in weekly to see what the T-shirt slogan is as much as they do to see the fold.

Trish understands the process of using a personal brand to build a business. As Andrew reminds us – content builds trust, trust builds relationships, and relationships drive revenue.

Listen to Andrew’s full interview with Trish Witkowski here:

How do I subscribe?

To listen to the full interview, we invite you to check out Claim Your Fame with Andrew Davis. Subscribe to the show on iTunes or on Stitcher to ensure you get each episode. If you are willing to leave a review while you are there, Andrew would appreciate that, too.



Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Pamela Muldoon

Pamela Muldoon is the Podcast Network Director for the CMI Podcast Network. In her role with CMI, she assists the podcast hosts with the development, production, distribution and promotion of their shows. Pamela is a veteran podcaster who can be heard on the CMI Podcast Network with her latest show "Content Marketing NEXT". To date, she has interviewed over 200 business and marketing professionals as part of her podcast formats. She is also a professional VoiceOver talent specializing in commercial, narration, eLearning, and promo projects. Learn more at or Follow her on Twitter @pamelamuldoon.

Other posts by Pamela Muldoon

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  • tpldrew

    I’m so excited about the launch today! I’m even more excited about the future episodes. They’re getting better and better! Thanks CMI!

    • Pamela Muldoon

      I love your format and show content, Andrew! So much fun to listen to your episodes so far and so much to take away in terms of “claiming your fame”. Congratulations on the launch. Can’t wait to see where this how goes!

      • tpldrew

        Thanks for all the encouragement! I’m so glad to be working on it with you!

  • Mark Ramsey

    Terrific addition, Pamela! Keep up the awesome work!

    • tpldrew


      So glad you enjoyed the first episode. More to come!

      – Andrew

      • Mark Ramsey

        Yes, the thanks, after all, does go to you, Andrew.

        • tpldrew

          Nah, that’s fine. Pamela really is the puppet master. :)

          • Pamela Muldoon

            Thanks for stopping by! I agree, Andrew’s new show is pretty great. And yes, the big kudos go to him for pulling his show together in the vision he wants it be for the audience. I am simply there to ensure it gets out to the masses and has the chance it deserves to grow.
            Andrew, coming from a person who once worked for the Jim Henson Company, I flattered to be referred to as a puppet master. :-) Very cool. Keep it up….can’t can’t wait to share Episode 2!

  • rogercparker

    Dear Andrew, Pam:
    This was a great kick-off. Tightly-organized. I especially like the way Andrew “verbally underlined” and reiterated key points, for example, “…and, get this…”

    Good ideas can quickly flash by, unnoticed, but Andrew took care to make them stand out. I liked the idea of also liked the strong ending and episode tie-in with key ideas like consistency, ending “with a promise” and the tie in to the “never too late” idea. Great choice of Trish Witkowski and her niche for the first episode.

    • tpldrew

      Thanks Roger!

      I really appreciate the concrete feedback on what works! We’ll be sure to stick with those things!

      See you on Episode 2. :)

      – Andrew

      • Pamela Muldoon

        Thank you again for being such a wonderful supporter of the CMI Podcast Network! I agree, Andrew’s new show is awesome; love the format, love the tone, love the energy. Trish is just the first of some pretty awesome examples of folks claiming their fame! Congratulations to Andrew; can’t wait for Episode 2!

  • Ritu Ashrafi

    Awesome tips! Thank you. I’ve had a Youtube channel for nearly 2 years but am not consistent with my posting… that’s my biggest mistake I think. That’s the biggest things I’m taking away from this article. #consistency. Thanks Trish and Pamela!

    • tpldrew


      Let me know how the consistency helps! Glad you liked the show!

      – Andrew

      • Pamela Muldoon

        Ahhh, yes, consistency! It’s critical in all areas of marketing to build audience and Trish is a shining example. Kudos to Andrew Davis for providing such a great story in his first episode of Claim Your Fame. So glad, Ritu, that you enjoyed it and love that you found a nugget to take away for yourself!

  • mohammad umair

    Pamela, this is an amazing example which proves that online marketing doesn’t have to be complicated to be effective. Besides, video marketing alone has triggered another revenue source.

    I feel bad when Video marketing doesn’t get the due it deserves. Fantastic and inspiring story.

    • tpldrew


      Glad you enjoyed the story! I too agree that there’s so much potential in consistent video content!

      Have a great day!

      – Andrew

      • mohammad umair

        Andrew, the sad part is most companies looking for digital marketing allocate a major chunk of their budget in uneven manner.

        I have seen clients who are completely unaware of video marketing in the first. All they know is SEO, social media. Some of them aren’t even keen on having a blog. Can you imagine that?

        • Pamela Muldoon

          Thank you for sharing your comments and feedback on the first episode of Claim Your Fame! Andrew is the perfect host to share these stories of online inspiration and Trish is a great example to kick of his podcast. There is so much potential with video and it’s exciting to see this highlighted in a real-world example. Thanks again!

          • mohammad umair

            Pamela. I will be keenly watching Andrew’s series

  • Melodee May Dinh

    its is the useful information and great post.