- [Alex Berman] You might've seen the selling breakdown
we did about John Legere, the CEO of T-Mobile.
I called him the craziest Fortune 500 CEO and he is.
He's one of my favorite CEOs of all time.
We'll link to that video down in the description below.
He liked the video so much that he
tweeted it out to his entire audience with a little message.
But the video that ran on that Friday
wasn't the first video we got from the editor.
And in today's video I wanna run through
the original version of that video
and go through all of my production notes
on that content to show you exactly how to produce
the type of YouTube video that gets
tweeted about by Fortune 500 CEOs.
I'm Alex Berman and you're watching selling breakdown.
This should be look at the CEO
of AT&T and then cut to 31 seconds.
We don't need all of this talking here.
Please use a different clip instead of Ariana Grande.
Cut the stock photo.
Choose a clip here without subtitles, it's distracting.
Cut all of this.
You gotta show a different photo
either of Massachusetts or an old photo of John.
Everything needs to be either John or T-Mobile.
There is no stock photos.
We don't use stock photos in this content.
This is the same thing,
either show John Legere at the company,
or show an old photo.
Maybe try a different effect than this one also.
Maybe more like a Ken Burns slow zoom.
This is AT&T in the past,
so, you're talking about the 1980's or something.
We need to show that instead of a modern commercial.
Same note as before, show Hease at AT&T,
not how Hease looks right now.
You gotta show a more relevant clip instead of this one.
Maybe grab photos of John and show him evolving as a person.
If we wanna run low quality images like this,
we gotta zoom out more. This looks pixelated.
You gotta show how the AT&T logo looked in 1994,
not the modern logo.
Also, it's AT&T Asia, not AT&T Main.
So, if they have a different logo be sure to show that.
This whole sequence needs work.
Right, when we talk about the past or a certain era,
we only need to show clips from that era.
Asian AT&T commercials from the nineties
or clips and photos of that.
No modern commercials at all
when we're talking about the past.
This is the same note as before,
it's AT&T Solutions so we gotta
show that logo from the nineties.
He repeats himself here so we're gonna cut this out.
You gotta make these clips match.
All right, we're talking about John's charisma,
so you gotta show John. You can't show Christmas gifts.
Again, I know this is a T-Mobile commercial,
but this is a video about John Legere,
so we have to show him, we can't show other celebrities.
Here, we need to show the old John,
the slicked back hair John,
not this new long hair cool John Legere.
Show the Dell Asia logo from when he worked there,
not the modern Dell.
Here, we need a relevant photo. Who is this?
Can we show that announcement?
Maybe a news clipping of the level 3 acquisition,
not just the logo?
The second quarter results from 2016 is on screen,
and we gotta think why.
Why is this specific photo relevant
to what's being talked about right now?
Here we need a better clip.
Hashtag phone shame is distracting.
We want to avoid text that isn't
relevant to the words being spoken.
Here, we gotta show John. We can't show random people.
If you wanna show the announcement video
muted before we play the audio,
if I'm talking over the voiceover
about his slicked back hair, we gotta show that hair.
We can't show modern John.
Showing my face is irrelevant here, as much as I love it.
Maybe slow zoom into John Legere's face meme style.
This is an irrelevant clip.
This clip that you're showing right now,
you need to show a different part of
the interview where he acts crazier.
Maybe when it first starts
and he's joking around with the hosts a little bit.
If I say how does he get away with
acting like a total maniac and the clip doesn't show that,
it won't make any sense to the audience.
Here, show a clip without onscreen text.
Please show John alone. I don't know who this other guy is.
Show Glassdoor a few seconds earlier
as I say the words glass door.
Need to show the ratings of AT&T and Verizon here.
The block of text is too much.
You can't really tell what's going on.
Nobody's reading this review while I'm talking.
Here, you gotta circle what people should look at.
This whole sequence has way too much text
without pointing the eye anywhere.
Here, you gotta show John alone
unless he's talking about Mad Money,
this clip is irrelevant.
Too much irrelevant text on screen here.
This is great. Relevant clip. Perfect. More of this.
Here we just need to show Khaled for a second.
That joke with key where I'm saying that it doesn't land.
Awesome sequence with the quote at 6:20. Good work.
This is exactly what we're trying to do.
Here, have a pop-up of John as Batman.
Maybe a quick sound effect or whoosh sound.
Instead of my face on his face,
maybe my body next to his body,
maybe hearts on my eyes or something.
Maybe the E.T. finger photo like
I'm coming in to touch him on the shoulder or something.
Cut this whole part; we get the idea.
Irrelevant text and clip here.
You gotta show John Legere. This is a video about John.
Here, we should show the 2014 CES logo.
You can just stay on CES for longer.
The logo pic doesn't match.
If we're talking about a party,
we should show a party not the logo.
I love this picture, but it's irrelevant
unless you have a picture of him at CES.
Ana says everything that I just said.
So, either use hers or use mine.
People don't need to hear the information twice.
That's actually a general rule for all of these videos.
You only really need to hear things one time.
Ana is rambling here,
cut this clip down to maybe five seconds long.
Here, we're showing Rainn Wilson
who's a celebrity instead of John Legere
instead we should show John.
Here, we're talking about how CEOs usually behave
so, we should show normal CEOs from a Fortune 500 company
or, more John Legere acting like a maniac.
That's also a good fit.
This text is irrelevant to the words being spoken.
This sequence is perfect.
Exactly what we're trying to do with these videos.
Irrelevant clip here. Gotta show John.
Put the word authenticity up on screen.
Irrelevant clip here, show John
and also there's irrelevant text on screen.
The text here is irrelevant to the words being spoken.
This part is great.
Hopefully, that gives you some insight into
what it takes to actually produce a YouTube video.
If you wanna see the full video
that's down in the description below.
If you want us to make video content for you,
you have a business book
and you want to turn it into a movie,
check out loreliapictures.com.
I'll link down in the description below as well.
If you run an agency and you want more clients,
go to experiment27.com.
And, if you just wanna talk one-on-one with me,
that is experiment27.com/consulting.
I'll talk to you soon. I'm Alex Berman. Thanks.