Welcome back. In this episode, we're going to talk about how to make a promotional
video. Now, the specific audience for this video is an influencer. So, if you're a
coach, speaker, mentor and author. So, you are the product or service. Basically,
your information, your training, your speaking, your books, your courses. This
video is for you on how you can make a promotional video. I've had a lot of
experience in making promotional videos. It goes back to when I was just offering
web design as a service. No, no. I don't offer websites anymore. So please don't
ask me to help you with your websites. I'm actually burned out on websites. But
back then, in the beginning, I would make phone calls. I would call businesses and
I'd say, "Hey, I've got a website design service can I tell you about it?" And then
I give him a sales pitch on the phone. Okay? Very quickly that got old. So, what I did
is I made a video and I recorded my sales presentation. YouTube video just
talking to the camera. Then I come on the phone and I'd say, "Hey, I've got a brand
new web design service. I've got a YouTube video that tells you all about
it. Can I send you that YouTube video?" So, that was cool because it shortened my
phone call. And I got a yes really easy.
MJost people would say, "Yeah, send that to me." And I'd email them the link. The next
day, I call him back. "Hey, did you happen to watch that YouTube video?" They'd
either say yes or no and if it was - no, I'd send them the link again. So, that was
my first dive into making promotional videos. It really worked. I actually got
lots of sales. People would see my video and they'd call me and say, "Oh, you're the
guy in the video. So cool. I'm talking to you." Fast forward, I've put on 13
different speaker video events in making promotional videos for coaches and
speakers. And there's a few ingredients that make a great promo video for an
influencer. Before I tell you what those three ingredients are, let me just kind
of lay the foundation what the goal is of a promotional video. Okay? It's the
same goal in sales. When you're having a sales conversation, you don't really want
to spend out all your time talking about the features. You know, all the the
technical details of what you're offering.
So, if you're a speaker it's like, "Okay, well I'm going to get on the stage. And
I'll talk for 45 minutes. I'm going to cover 6 points. There'll be one point
where I'll ask the audience a question." And... That would be lame. But
what I would talk about is... Alright, so your audience is struggling with this.
And I'm going to help them see that this and this are actually the same thing
which will help them break through and accomplish this new thing. So, the end
result of me coming to speak to you is your organization is going to be able to
do this from now on. You know... Sorry, I'm I'm just making that up. But focusing on
the outcome or focusing on that end result is what is going to connect with
people emotionally because that's what they want. Then I'm like, "Wow, we think we
want that. How do you do that?" Then you can get into answering some of their
questions about the details. The technical steps or the technical
features of how you get those results. But the results, the outcome, that's what
you want to focus on first. So, okay. That's in sales. That same thing applies
to a promotional video. When you make a promotional video, make sure the video
focuses on that end result, that outcome. Okay? How do you do that? I don't like
pharmaceuticals. I don't like the medical industry because of all the prescriptive
drugs that they push out. But they're the best example I can think of at the
moment because I know that you've seen tons of pharmaceutical commercials. You
know, this drug will do this. This drug will do that. Do they talk about the
features of it? Do they talk about the color or size of the pill? How many that
you swallow? Do they talk about how it was made or what it does inside of your
body? No, they show you walking in the park.
They show you smiling and vibrant. They show you playing with your dog and
playing frisbee and it's sunny and bright and you're able to enjoy life,
you're able to go out and in public. You're able to walk and not be in pain.
They're showing the end result. And they say this drug helps you get that end
result. If you want this end result, then buy this, right? So, the question that I
have for you, what's the outcome or the end result that your clients get?
How can you showcase that in video? So, if you want to speak more, you want to make
a video to promote yourself as a speaker, how can you show the transformation that
your audience experiences? Well, one easy way is testimonials. Let me dive into the
3 ingredients that I talked about that can go into a good promo video for
a coach speaker, mentor, author. You can get testimonials. You can do interview
footage of yourself. You can get footage of you speaking on the stage and you can
use that 2 ways. You can use that as b-roll or as actual audio clips. Here's
the challenge: When you're speaking on stage, you're giving value to the
audience. You're not promoting yourself. You're teaching them, you're giving them
value, you're creating that experience in a promo video. Promo video is short. So,
how can you put that transformation in a video? You can show yourself interacting
on stage and interacting even if you turn off the audio. So, you just see the
person up on stage talking to the audience. You know, you don't hear it. You
hear music instead. And then you go up to the hallway and "Man, Nate was so amazing
on stage. It blew my mind. I was expecting this and this is kind of the mindset I
had. I thought I had to do it this way and it's going to be so hard. Now, I've got
complete clarity. And I realized that I'm going to be okay. My business is
going to survive." So, you get testimonials based off of
what experience. What transformation. What end result people got from hearing you
on stage. Obviously, it's going to be really easy for a course or a program or
something you get somebody who's gone through that course with that program
and you talk about that transformation or you have them ask them
questions. Where were you before and where are you now? What's different now
that you've taken this course? Okay, the other ingredient I mentioned is the
interview. So, when I'm speaking on stage, I'm not talking about me or my services
or my benefits or the outcomes I get. I'm actually in delivery mode. I'm teaching.
I'm giving value I'm training and I'm taking people through that. But when I'm
in an interview, I can be asked questions and I might turn my head to the side and
talk to a person and the question might be, you know, let's say the interviewer
asks me, "Where do you find the most value and working with your
clients." And I might respond, "You know, I get the most fulfillment in helping my
clients get results. So, we make a lot of YouTube videos. But I'm not so excited
about just making videos and then send them on their way. Where I get the most
fulfillment is creating a strategy from start to finish and seeing them get
results. When they get traffic, when they make money from all this traffic on
YouTube, I just get lit up." You know, so that way I'm talking about the benefits.
I'm talking about the end result that I get my clients because it's in an
interview format. Does that make sense? Now, maybe you don't speak on stage but
if you can get footage of yourself speaking on stage, it gives you a great
position of authority. You you are seen as an expert. So, I do recommend that.
Maybe it's training around a conference table. Or maybe it's used sitting at a
desk with one of your clients. Get some footage that shows you in that capacity
so that you're seen as an expert. So, I covered several things in this episode. I
recommend going back and watching it again and really getting these examples
down. But remember, the main point to focus on is that your video needs to
convey that end goal, that result, that end outcome that people will get through
your products or services. Mix in some great music that's not with vocals
but it's got some good background. Things that that really match your tone of
voice or match the message of the video. Because music can really help that
message sink in so people will see the result. They'll fill the music, they'll
fill it all together and they're likely to be interested in purchasing from you.
So, that's what I've done to create promo videos and it's worked for hundreds and
hundreds of people. I'm curious though what your thoughts are. Was that what you
expected? Is it different? Did you learn something new? Please share comments
below and do you think that I miss something? Show those in the comments
below as well. Be sure to subscribe and I've got a couple free giveaways. They
don't relate specifically to promo videos. But I've got an outsourcing guide
and I've got a keyword research guide that you can have for free. Just access
those at the link below. I'll see you tomorrow.