All right speakers! it's time to have a chat. Many of you know I work with mostly coaches
and speakers.
Going through a gate here.
Alright so speakers, they are amazing at what they do. They're great at business. They're
great at moving and inspiring people, they are influencers but what they are not experts
at is marketing. There are only a few. Man! I'm really bright here. There we go.
There are only a few speakers that I know that know how to really market and advertise themselves.
When you get established as a speaker, you start to get a lot of referrals
and referrals are the best type of business to have. The challenge is it takes a while
to get to that point and you can't really scale it quickly. Referrals just come in when
they come and eventually you build in a steady stream so I'm going to teach you guys about
marketing for speakers.
So we're gonna draw a sales funnel. We've got two videos that we're going to talk about
in our sale funnel we might talk about a bonus one right there. But we'll call this first
video a promo video and we'll call the second video a sizzle reel. Now the sizzle reel is
what most speakers ask for. It's what they think they need to make the sale.
Ok and they are right in some cases. In a.... in many cases, when you get a referral, you're
already positioned. You're positioned as the expert, as the authority, as the solution
for their speaking engagement.
Sometimes they, they need to see just a little bit of your work to back up their emotional
decision that's already been made because of the referral. Sometimes they don't. Sometimes
they will just hire you without seeing a thing simply because they got a referral. If it's
a more passive referral or just you know, a name drop but they don't, it's not really
a real referral then they definitely need to see the promo video to begin with. Now
what's the difference between a promo video and a sizzle reel?
Promo video is three minutes max. Three minutes maximum. Usually even less, two to two
and a half minutes. This emotionally engages them. A sizzle reel, it can be 15 minutes.
It could be longer. This is less entertaining, less emotionally engaging, it's more content.
This backs up the decision logically. This creates the emotional decision. This creates
the emotional engagement. They get inspired they feel connected to you. They want to hire
you then they back it up logically with the sizzle reel and then they come and they pay
you the big bucks.
Now the big problem that speakers have is they, they skipped this step in most cases
and in fact they don't do any marketing. All they focus on is referrals now again referrals
are the best source of clients but it's, it's just a drip. It's a faucet that just drips
and, and trickles in the more momentum you build the faster the drip is.
But, there's more.
Ok we're gonna talk about the thousands and tens of thousands, hundred of thousands of
people who have never heard of you before. These people are out there searching for you.
They don't know about you, they're gonna find somebody else and so marketing and advertising
can find people who never heard of you before you put them in front of a promo video. They
now like you, they're emotionally connected to you. You are seen as their hero then they're
gonna watch your sizzle reel. If you put your sizzle reel out there, in front of people
who've never heard of you before, it's not gonna get you hired.
I'm gonna share the magic three ingredients of a promo video, we'll draw them up here.
number 1, 2, and 3
You need content. We can also call that A roll because I'm going to call number 2,
B roll. Let's talk about that for a minute. What is the best type of content for this
type of a promo video? an interview works extremely well. An interview is my favorite
option for this. Second, is actually testimonials. Good testimonials and not when I say good,
not filming quality good, but content good and you can do a combination of those. Speaker
footage is actually pretty bad. You definitely want lots of speaker footage of you speaking
on the stage with the audio in your sizzle reel. You don't want a lot in your promo video.
Why is that?
well, when you're on the stage you're speaking to an audience. You're giving them value you're
not selling yourself to them. Where is a promo video, you're selling yourself to them. It's
complete different feel so they're 2 different styles. This one you do want to sell. You
want to tell them what your strengths are. The experiences that your clients have with
you and the transformation that they go through when they hear you.
What is B roll?? B roll is you want to include shots without audio that, that really position
you as an expert. So getting lots of stage time from lots of different angles, different
venues. different outfits, different audiences, you definitely want to include audience shots
in there. You want to include lots of B roll so that while we're listening to the content,
let's say it's the interview, we then switch over. We're still hearing the interview, but
we are looking at you up on a stage and then we go back to the interview now we see you
speaking at another venue.
It really position you as an expert so you got to mix up the content with B roll.
The third ingredient is, Music.
Now this isn't popular music, a tune that somebody would recognize, you don't want any
lyrics. It's background royalty free music that really matches the tone of your message,
that matches you, that matches your speaking, speed and cadence and that can really emotionally
engage people with the emotions that you want them to feel when they watch your video.
You have those 3 ingredients in a promo video. That will get them emotionally engaged so
that then, they can go and watch you're more boring sizzle reel. It doesn't need to be
too exciting. Yeah you wanna polish it up and make it look clean, but you don't have
to stress too much about this if you've done a good job with the promo video and you will
get hired.
Ok so now, let's cover the bonus that I wanted to talk about here, and I talk about this
a lot of my videos, the AMP'd video strategy, let's see we'll with this purple over here.
This acronym AMP'd. Automatic Magnetic Perpetual. If you make educational videos on YouTube
that, automatically get traffic they magnetically pull in your target audience and then they
perpetually are machines that drive your business, what these videos look into the strategy a
little bit more in other videos of mine, because what this results in is hundreds of thousand
of people. They're finding you and watching your promo video and so, instead of just having
a drip of a person, you know every once in a while a drip that comes in and sees your
sizzle reel and hire you because you're getting quality referral, you don't ever want these
to stop right? but why not capitalize on marketing.
There's a whole bunch that you could do to actually market yourself. Create AMP'd videos
on youtube and drive hundred of thousand of people to your promo video.
More and more meeting planners actually seeing your sizzle reel and hiring you.