The Thing in Your Pocket Could Unlock Your Dreams
A phone is all it took to take a cobbler from a forgotten craft to an unforgettable creator.
The Shoe Master creates simple, honest content the connects with viewers all while not not having to talk or present to the camera. There’s a lot we can learn from his approach.
Show your work & they will show up.
The secret to The Shoe Master’s growth?
He simply records himself working. And talks about the work he’s doing with a voiceover.
That’s it.
By setting up a phone (most likely on a tripod) and hitting record while he fixes shoes, he’s built a YouTube audience of over 430,000 subscribers. In less than a year and a half of posting.
Let me put it this way:
If a little extra effort could get your brand in front of enough people to sell out Madison Square Garden 21 times, you’d be crazy not to try it.
The Shoe Master uploaded his first video on November 28th, 2023.
In under 18 months, consistent documentation of his craft has completely changed his life.
The only thing you need?
The courage to start.
How To Start Making Videos Like The Shoe Master
A phone and a tripod.
A little patience.
A backstory on what your working on.
Most of his work happens in the shop, so he mounts his phone on a tripod and records himself repairing shoes.
If your work happens outdoors or moves around, you might need to get a little more creative with how you document it. But the principles stay the same.
His process:
Shoe restorations take anywhere from 30 minutes to 4 hours.
He condenses them into 1-3 minute short videos by speeding up the footage.
There are 3 big benefits to this:
It saves editing time.
No need to hunt for the “perfect” clip. Just speed it up and move through the process.
It’s satisfying to watch.
The sound of machines, hammers, and hands at work (even sped up) creates an addictive, ASMR-like vibe.
It shows the passage of time and mastery.
Watching a skilled craftsman move through familiar motions, without hesitation, is pure magic.
Bonus Tip:
He keeps clips short. Around 2-4 seconds. So the video feels fast-paced and never boring.
Hook’em Early
The script or voiceover commentary of The Shoe Masters Videos are a huge part of his success.
At the beginning of many videos, he asks:
“How much would you pay for a job like this?”
“Do you think $95 bucks is fair for this job?”
Opening with a question immediately sparks curiosity and invites viewers to guess and comment. Two major drivers of engagement.
Takeaway:
Hook the viewer right away. Give them a reason to stay and a reason to participate.
All Comments Are Good Comments
The modern version of “All press is good press.”
Every comment, even critical ones, boosts the video’s reach.
Questions, debates, price arguments. It all helps.
Bonus Insight:
I’m 99% certain that The Shoe Master uses an AI generated voiceover for his videos.
Meaning you don’t even have to talk if you don’t’ want to. Just script videos out and let AI narrate it.
No Excuses.
Once Their Hooked, Entertain Them With A Story
Every pair of shoes comes with a story:
Maybe they belonged to a grandfather.
Maybe they’re a perfectly broken-in work boot that deserves a second life.
Maybe it’s an expensive orthopedic shoe that’s cheaper to repair than replace.
The Shoe Master doesn’t just show the what, he shares the why.
He teaches. He adds meaning to every restoration.
Takeaway:
Storytelling + education = emotional investment.
Sell Naturally
Throughout his videos, he casually mentions his website, services, and products.
It never feels pushy. Because by then, the audience already trusts him.
Gary Vaynerchuk talks about "Jab, Jab, Jab, Right Hook"
Meaning you provide value over and over before you ever ask for something.
Think of your audience like a bank account:
Deposit more than you withdraw.
(If you keep overdrafting, the relationship dies.)
Takeaway:
You’re doing your audience a favor by offering solutions. Sell confidently but sparingly.
People Love Craftsmanship
The real reason The Shoe Master is blowing up?
People are starving for real craftsmanship.
In a world full of disposable products and fast fashion, seeing someone care about quality, detail, and pride in their work feels refreshing.
Just read some of the comments I pulled from one of his videos.
Takeaway:
When you create with skill, care, and meaning, you tap into deeper emotions, and that’s what people truly remember.
Always show a before and after.
One of the most satisfying storytelling formats is transformation.
The Shoe Master shows the shoes before the repair. Destroyed, dirty, cracked. And after. Polished, repaired, revived.
It’s not just satisfying. It proves the quality of his work.
Disclaimer:
This only works if you’re genuinely good at your craft.
This isn’t a hack or shortcut.
If you do poor quality work, showing the process will actually hurt you.
This strategy is for people who love what they do, take pride in it, and want to share it with the world.
Final Takeaway
Next time you create, use this blueprint:
Start Strong with a hook
Show your process
Educate and entertain
Sell subtly and naturally
Tap into emotion
Show the transformation
A phone, a tripod, and some courage could change everything.