David Jenyns Live At Dale Beaumont’s Business Blueprint

by on July 1, 2014

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Name: David Jenyns      

Industry: Internet Marketing

Website: www.melbourneseoservices.com
www.melbournevideoproduction.com.au

David Jenyns Bio

david jenyns

Dave Jenyns

David’s impressive entrepreneurial journey begins back in his early 20’s when he sold Australia’s most loved sporting ground, the Melbourne Cricket Ground (www.owntheg.com). Since then his business experience spans from developing and franchising retail stores, building multi-million   dollar portfolio of over 500 domains and websites, to turning founding Melbourne SEO Services  and Melbourne Video Productions, who together help businesses grow through innovative online marketing systems. Recognized as a high achieving entrepreneur and online marketer, David has been a keynote speaker at countless conferences and seminars, as well as featured in dozens of publications, including Australian Financial Review and Smart Investor and other media such as  Nova radio and Channel 9’s Today Show.


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Interview Transcript:

MC: Please give a big Blueprint welcome to David Jenyns.

David: Thanks, excellent. I’m very much looking forward to sharing with you what’s very quickly becoming a huge passion for me, web video. Having applied it to my own business and having also worked with some clients as well, I’ve seen what web video when applied correctly into a business can do. My objective today is very clear. I want to have each and every one of you creating more web video. That’s the sole purpose because I know how much of an impact it can have.

It’s perhaps one of the best things you can do for your business because it just duplicates you. The biggest limiting resource that we have is time and video is a great way to replicate yourself. What I want to do is take you through a little bit of a journey. I know a few of you have already done a bit of web video and you already understand that. What I want to try to do is just connect a few of the dots.

Often times you know you should be doing something but there are some little hurdles you need to overcome to actually do them. For whatever reason, you might not be doing as much web video as you could, or should be. What I want to do is try and remove a few of those roadblocks so you get a few aha moments. Think about how you can apply it to your business and then you can start to move forward on it.I know it’s going to have a huge impact for you.

The way that I found out how important web video was, I’ll take you back in time a little bit. Going back about twelve years now, a business partner and I created a book called The Metastock Programming Study Guide. It was about how to learn a particular charting package. In my previous life I was over in the stock market education niche. I really was the marketing brains behind marketing our different products.

The first product that I partnered with Stuart McPhee on was the Metastock Programming Study Guide and we designed it. This fits in well with what Dale was talking about in the previous session. It is the idea that you can have a fantastic product but unless people know that it actually exists, it’s not really worth anything.

The guide itself was a fantastic product and it sold very well in our immediate community. People got it and we got some great feedback. But once I got to that point, I got stuck. There was a little bit of word of mouth and people did recommend and refer. But I wanted to get the message out much further than that.

So I started to get interested in marketing and became really fascinated with the idea of marketing. The way that I thought about getting the word out, I thought maybe I’ll start doing some workshops. We toured around Australia, teaching people about this charting package. That’s actually a photo from the first workshop that I ran.

What that photo doesn’t show is me in the room next to that, shaking like a leaf, holding my notes. For anyone who has done any public speaking, the first time is always the most difficult. Even though some people say it gets a little bit easier, it’s still pretty nerve racking. There’s something about public speaking that means most people fear it more than death. There I was, fearing death, standing in the room next to that one there.

I’d prepared quite well. I’d got all my notes and I was ready to go out there. About an hour before I’m just standing there and the full panic started to set in. I knew because the people were in the room, I didn’t have a choice. I’d burnt the bridges behind me, I had to go out there. They’d all paid a couple of hundred dollars to hear Stuart and I talk.

Fortunately my business partner at the time, a much better speaker than I, really positioned me and gave me a big thumbs up which helped give me a good stage. I literally sat there through the whole presentation with my notes. Imagine this, paying a couple of hundred dollars and then watching a kid who looks like he’s probably about twelve standing in front of the room, shaking like this, reading the notes for a half an hour.

For me, that was a real turning point. I look back on that now as one of those turning points that had a huge impact on my business and the way that things have gone. I know there are times in your business when there are things you might not have yet done. You haven’t quite made that leap because it feels a little bit uncomfortable. But those are the things where you grow most and deep down you know that.

I think there are some great parallels between the way I felt on that day and making web video. In a similar way it’s presenting and people have those hurdles. I know if you overcome those, it will be one of those turning points for you and one of the biggest impacts that you have.

We toured Australia and towards the end I actually got a little bit better, believe it or not. Just with a bit of practice and a bit of persistence, I got better. I still did find though, we were still having trouble getting clients beyond the people that I saw. It got the word out a little bit more, but being a budding young entrepreneur, I wanted to take over the world and just a handful of people around Australia wasn’t enough.

I started to come up with some other strategies. You can actually see the little stamp there from YouTube, it’s back in 2007, so we’re going back six or seven years. I took the workshop that we recorded which was the last workshop that we ran on the tour around Australia, we decided to record it. I chopped it into pieces and I loaded it to YouTube. That just opened a whole new can of worms when it came to marketing. I just unlocked the potential of what can happen when you start to utilize YouTube in your business.

Now this is a little snippet. I’ll only play you a snippet because it’s pretty uncomfortable to watch for me. (video) That was me when I was looking about twelve. As you can see, I got a little bit better over time. As I said, it opened up this can of worms and I started realizing, I can upload more of these videos and it’s a great way to pre sell my business and it’s a great way to position me as the expert and get people to know me. It gets a chance to duplicate what it is that I did.

I went on a rampage. I uploaded two hundred and fifty videos onto the YouTube channel. We’re coming up close to a couple of million views and we’ve got loads of subscribers. We’ve got videos varying from a couple of thousand all the way up to well over fifty thousand views. A couple of them, I’ve got a screen shot there, one of them that’s got fifty-seven thousand, that’s my bedroom, that’s my dresser in the corner with my clothes. I just can’t believe that these videos have been watched so much.

A lot has changed since then. I’ve moved into a different industry. I’ve recognized marketing is my thing and that’s where my real passion is, so I’ve moved over there. Even to this day that YouTube channel still drives loads of traffic, gets loads of views and makes me sales of the Metastock Programming Study Guide that we wrote thirteen years ago. But I haven’t done anything in that space for three or four years now.

That is a pretty powerful marketing piece. That is building an asset in your business that will continue to work for you. It’s doing work once and then getting paid for a very long time. This is why I love video. It’s probably one of the most powerful things you can do.

A lot has changed since then. My business partner headed in one direction and I headed in another. There were some changes in the Australian financial law which required a certain amount of licensing when it came to came to giving financial advice. So I went in the direction of marketing because I had built up a bit of a team. We launched Melbourne SEO Services.

Since then, SEO and video really have started to tie together. The low hanging fruit now on the web, when it comes to driving traffic and qualified leads for your website and to your business, is YouTube. Obviously the window of SEO is closing over time. It’s getting more and more competitive. It’s not nearly as predictable as it once was. The big window at the moment is still video.

Since then, we launched the company. We’ve worked with some really big companies, some ASX listed companies, companies all around the world. We had the good fortune of being involved in some very successful viral marketing. The last one that we did was a life-size Lego car powered by air. We helped orchestrate that and we launched that video just prior to Christmas past. You may have seen it.

It was picked up by a hundred and fifty media outlets. We got over four million views in less than thirty days. That power of marketing through video, you just can’t beat it.

Obviously you’re already getting a sense for why you must do video. Most of you are already sold on the idea. What I want to do is drop a few nuggets into your mind that makes you say, I need to do this right now. I must create more web video. My message is clear.

I’ll talk about the three must-have videos that every business should have. We’ll talk about some scripting ideas to make it easy for you if that’s been a hurdle. We’ll talk about the equipment, not to get caught up in the tech. A lot of people are looking for the latest and greatest and does this camera do that and what type of audio. I’ll just give you the essential equipment that you need to get a great quality output.

I’ll also show you how to make editing easy. A lot of people get stuck with that. There is an easy way to do it. We’ll talk about getting your videos seen, how to upload it on YouTube and take advantage of YouTube’s massive community to get yourself some visibility on the web and how you can syndicate it.

Then I will tie all of that together and give you my secret weapon. This is the thing that has worked consistently for me multiple times and creates masses amounts of video in a very short space of time. You get high quality content and then you can syndicate it out across the web. It’s like having, two hundred, three hundred little salespeople out on the web selling your services, 24/7 and you do it once.

As I said, the most important asset that we’ve got obviously is time. Time is the most important assert that we have. In business, your business, there are two types of work that you can be doing. You can be trading time for dollars and you can also be spending your time building assets.

Regardless of where you are in your entrepreneurial journey, to a certain extent there is going to be a time when you have to exchange time for money. That’s ok, that’s part of business where you actually get on the tools and do some work for a client and you’re literally swapping your time for dollars. You’re getting paid for that service. That’s ok, but there needs to be a point where you start building the assets because the assets are what will get you wealthy.

Once you build the assets, the assets are something you do once, but they can continue to work for you. The assets grow over time and then that’s when you start to unlock some sort of residual income and get some cash flow coming in for work that you don’t necessarily have to swap time for dollars for.

How do you spend your time? Have a think about you in your business, regularly day to day. It’s great to see a lot of people coming to workshops like these. Really this gives you an opportunity to look outside of your business back into your business with some outside perspective and say, I can see how I’m investing on the business rather than just being in the business, as you all know as Michael Gerber talked about.

To make sure though, regardless of what you are doing, you always need to have a component of your time spent on building assets, otherwise you will never get off the treadmill. You will keep running. One of the best ways to do that, I believe, is by building videos.

I didn’t realize it at the time, but I was building intellectual property assets. Sometimes when people think of assets, they think of house, plant and equipment and that sort of thing. But in the modern world there are other things. There is intellectual property that we can create. When I wrote the Metastock Programming Study Guide, that was an asset that continued to pay me a royalty after the work had been done and still pays me to this day.

What you want to do is make sure you have these types of assets. I see the videos I’ve created and uploaded to YouTube as assets as well. They’re a very easy asset to create. The great thing about video is it duplicates you. We understand that time is the most limited resource that we have. It is the most important asset that we have. So anything that we can do that duplicates us is gold. Web videos and the ability to can and clone yourself, just makes this a huge opportunity.

A few light bulbs are starting to go off and you’re thinking, I can see why web video is important. It enables you to duplicate your best sales message. You can get your best salesperson, whether it’s you or you’ve actually got someone on the team who sells and get them to record that message, so the message is given flawlessly time and time again.

That video there is on the home page of Melbourne SEO Services. It’s been viewed close to five thousand times. I didn’t have to pick up the phone and chat with someone and say the same script over and over. More often than not, I’ve got people who pick up the phone and say I feel like I know you already. I’ve watched a couple of videos. I’m not calling you up to try and negotiate on price, or get you to sell me on your services, you’ve already done that in your video. That’s the subtext. I’m calling you up because I want to order your products and services.

It also enables you to answer client questions, another one of the key videos. If you’re answering the same question for your clients, over and over again, that is not a good use of your time. It’s not a good use of your team’s time either. More often than not, eighty percent of the questions that you get from your clients are the same questions over and over.

How about you get your best person to answer it, whether it’s you or another team member, have them record a video that answers that question. Then any time anyone asks, you say, oh, we’ve created a video for that. Can I grab your email address and I’ll shoot it through. Or they might get to the website and they answer their own question. Then by the time they pick up the phone, they’re ready to place an order. So Frequently Asked Questions are another great series of videos that you should be thinking about.

It’s also a great way to build proof and position you as the expert. Build proof by taking case studies, working with your best and most valuable raving fans, your best clients. Work with them, get them a great result, then document the whole procedure and then that becomes a fantastic little marketing tool for you to say, here is someone who was in your shoes, had the same problem as you. Then they worked with me and had a fantastic result. Maybe you should do the same. That’s a great way to sell. You can also use it to build up your own proof.

Depending on what industry you’re in, if you want to be positioned as an expert, experts typically take the lion’s share of business. By building yourself up as an expert, people start coming to you. It’s a different sort of marketing, it’s pull marketing, not push marketing. So by making yourself an expert, it starts to pull people to you. So documenting that is another great way.

The one I haven’t talked about much and very few people have talked about, in fact I haven’t really heard many people talk about it at all, but this is one of the keys. I’ve seen Dale start talking about the idea of systems. That’s why I love the idea of the Business Blueprint. He’s creating all of these business systems.

Think about having videos that train your staff and your team member. One of the biggest amounts of time that you’ll spend when a new team member comes on board is on-boarding them, getting them up to speed, indoctrinating them with the way that you do business, helping them understand the way that you talk to clients. If you create a series of videos that helps to document that procedure, what a fantastic way to duplicate yourself.

There’s a little snapshot inside our work wiki, dropping down Melbourne Video Productions. You can see there’s a check list. There’s a basic shoot and edit tutorial. There’s setting up the studio. There are a set of videos when we get a new team member on board that they can watch. We don’t have to spend the time to hand hold them through that process, they can answer eighty percent of their questions and then they just ask the final few that they’re not sure about.

Not only that, it’s a resource they can keep checking back in on. They can go back if they’ve got a question and rather than feeling stupid because they have to ask someone, they can go and find the answer when they need it. As you can see, I love video. You can do it once, it becomes this video asset that works with you forever. So we’re all starting to get really sold on the idea.

Just to get a little bit of an idea, who has done some video before? That’s fantastic. Now I think this should put a bit of rocket fuel underneath your fire because you’re already there. You’ve recognized that this is probably one of the best ways I could be spending my time because it’s duplicating myself.

The three must-have video I alluded to in that last little section are the video business card, the VBC, the FAQs and the raving fans. They are the three types of videos that all business should be creating.

The first one which is the video business car, VBC, basically answers the question what is it that you do? Most business owners don’t know how to answer that question. If someone says, what do you do, they stumble, they stammer, they run on for five minutes and at the end of it you’re not sure or even clear on what it is that they do, their products and services. What the video business card does is in two or three minutes, very succinctly gets your message across.

We’ve been experimenting with some different video business cards and I wanted to give you just a little snippet of one. We’ve done something a bit different on this one. We actually lead with a story and I’ll explain the psychology behind that. Here’s a snippet of a video business card. It’s not actually released yet. We’re just working with the person you’re about to see at the moment, so you are the first guys to see it. Here is a snippet. (video)

I won’t go through it all. That’s about half way there. We did try something a little bit longer. We did have quite a long hook at the start there. We just wanted to experiment to see what would happen if we told a story and if it would draw someone in. Everyone loves stories, they’re a great way to communicate.

The real essence of a video business card is just make sure that you’ve got a hook, something as someone starts watching it, which draws them in and they want to listen to what you’ve got to say.

Another great idea at that point is to introduce some sort of problem. Talk about what are some of the problems they’re having. For instance, business owners are spending money on marketing and they might not necessarily understand why they’re doing it. They’re just doing it because they’ve always done it. That is the problem that Tim introduced.

Then we start to introduce a solution and the solution typically speaking is the product or service that you sell or yourself if you are the product or service. Then towards the end you always want to have a very clear call to action. That is the structure. It’s hook, problem, solution, action.

I think when you’re going to record it, it’s best to try and record it at your place of business. What this video business card really aims to do is have someone feel like they already know you without having met you. People ask, what should I wear for the video business card? Wear what you would wear if a client or prospect came to see you. Record the video where they would probably come to, your place of business. That way they already feel a bit acclimatized to what it is that you do.

It’s only a few minutes long, two or three minutes long. Everyone’s got short attention spans these days, so you want to make sure you get to the point straight away. Always remember people are tuned into the WIIFM, what’s in it for me? That radio station that everyone is tuned in on, you want to make sure that obviously they can see what they’re going to get out of it.

The next must-have video is the Frequently Asked Questions or we call them time savers. It is the idea that eighty percent of the questions you’re getting are the same questions over and over, so you might as well answer them once, for the last time. Do it in video format and then that way you start to duplicate yourself and free up your team as well.

Here is one we did for Darlings Down Under. They make nappies. (video)

Those videos, no matter what business you’re in, you can create little videos that answer frequently asked questions. The way to think about the structure is quite simple. It is a question, it is the answer and then some sort of call to action at the end, telling people what they should do next, either go ahead and make a purchase, find out more, get in contact with you, maybe get a tailored response, whatever your call to action is. It might be sign up to a free newsletter and you build that into the end of the video.

In fact that is something you want to do on all of your videos and all of your communications. Always tell the person what it is that they should be doing next.

As far as the structure of how to start, usually a good way to think is the ten by ten approach. What are ten questions that you get asked frequently and answer those. Write them down. If you don’t know, talk to your frontline staff who are talking to the customers. Ask them what questions are you getting asked on a regular basis?

Try and list those out and record ten of those. Then the ten by ten, the other ten is to record ten videos on questions you think they should be asking. Sometimes a client or a prospect is asking the wrong questions to correctly analyse the competition to decide whether or not they should be doing business with you.

Ask some questions that help educate them on why you’re different. Some of the other providers might do bait and switch, whereas that’s not the way you do business. Try to help them understand why they shouldn’t be shopping on price, it’s more about making sure they get their problem solved. You can build in some of those questions into those ten questions that they should be asking.

Do as many as you can after that. That’s just a good place to start. Really the time savers should become an essential element for the way that you do business. You should be continuing to collect these over time. They’re only short, one or two minutes. They don’t need to be super polished.

The video business card might typically be a bit more scripted, have a few more cut-aways, be a bit more stylized. But the Frequently Asked Questions can be as simple as a static background and a one to two minute talking head, straight to camera.

The third and final one that all businesses should have, and start collecting, are raving fans, testimonials, case studies. No one sells your business better than someone who was a potential client, who decided for whatever reason, yes, I’m going to work with you and then they got a great result. Now they’re happy to tell the world about it. They’re the best types of people who you can have out there talking about your business. You want to do what you can to encourage them to help get the message out.

We all know that referral marketing is one of the best forms of marketing out there. For referral marketing, this is a way through the video content to capture that. It’s like we’re getting them telling that story. It helps to remind your best customers why it is they’ve chosen to work with you. So it just keeps on reinforcing.

Here’s a video testimonial that I caught with a client I just did some coaching with. I’ll just give you a little snippet. (video)

I won’t go through the whole thing, but imagine having someone who is thinking about doing business with you, right on the edge, they haven’t quite made that decision. One of the biggest hurdles someone has to get over when deciding whether or not they’re going to do business with you is believing what you say is true. That’s the biggest hurdle. How do they know that you’re going to deliver on your promises?

Everybody has that in the back of their mind if it’s someone they haven’t worked with. Now if I’ve got someone who was in that same place and then they took the step and they worked with me and they got the great result, and I send them that testimonial, wow, what a great way to win business. It’s something that I’ve been collecting for a really long time now. You need to start collecting them now.

Start tomorrow, start today. Call someone and ask if you can line up some sort of testimonial with someone who you’ve already got a great result for. These things take time to build up. I’ve got a website now called daveraves.com. I’ve collected many hundreds of testimonials from people who I’ve worked with over the last five years. I put them all in one place and that way I can direct people there. There is just overwhelming proof that I can deliver on the promises that I make. It is a very powerful marketing tool.

The way I like to think about it is like thinking about your golden child. Imagine your best client as your golden child. You want to get the best result for them, work closely with them to the point that they become a raving fan. Then document that and then continue to deliver for them.

The actual structure of it, how do you ask them and what questions to ask them, the way I think about it is it’s a before, during and after. Before – where were they prior to working with you? What were some of the problems and issues that they were having? Where were they getting stuck? Why did they decide to work with you? How did they discover you and what was the clinching thing that made them want to work with you? That’s all the before unit.

The during unit is what was it like when they were working with you? Was it easy to work with you? What was the biggest takeaway that they got? What was the best benefit, result, whatever?

Then you have the after component. Now that it’s all happened, how much of an impact is this going to have on your future business? What results did you get as a benefit of using a particular product and service? What would you say to someone who was at the same point as you were, back then prior to making that decision? What could you say to them that would make them take the next step, because this is the correct next step?

Have that before, during and after in your testimonials and if you have a look at daveraves.com, all of my testimonials follow that structure.

Now we start to talk about those three videos. Just to get an idea about some of these videos, because so many people have actually created a lot of videos, I want to get a bit of a feel. How many people have created some sort of video business card? A couple. How many people have created some sort of Frequently Asked Questions? Very similar. How many people have actually got documented case studies and proof and testimonials? Ok, a good mix.

I would say these three types of videos are the ones you want to start collecting. They should be front and centre. Once you’ve got your video business card out of the way, then ongoing, collecting of testimonials and recording of Frequently Asked Questions should become a must and should be part of the way that you do business.

Let’s talk about some of the scripting strategies. Some of the reasons people get held back is because they feel like they need to be like a Quentin Tarantino or someone like that and write this amazing script. So they labour over it and it means they never actually pull the trigger and take action.

What you need to do just keep it in your mind that you want to get into the head of your prospect. That is the best way to write scripts. Create an avatar of your target market. Imagine yourself drifting up out of your head and then floating down into the body of your avatar. Think about what problems have they got going on? What issues are they coming up against? Why is it that they would be seeking you out? What would make them feel confident and trust you to be the person who can solve that problem for them?

If you take that approach and you make all your videos about serving and helping the person, you’ll end up solving ninety-five percent of your scripting problems. Just speak real and speak to your target market.

I have a magic formula if I’m writing a longer type video because we do varying types of videos. Sometime the FAQs are quite short and you know your subject matter, so you might not script it. It might be just something that rolls off the tongue.

But sometimes when you’re something a little bit more elaborate or if you’re doing a full sales letter type video, then in those situations you might want to have a script. You might want to use a teleprompter. It takes a bit of time and practice to get your head around it.

All I do is, I will take my iPhone, I’ll record into the iPhone my sales pitch or my message or maybe I’ll record a sales conversation that I’m having with someone. I’ll just record it. I get it automatically because I use an app called Dictamus which drops it into my Dropbox folder. Then my Mum comes into my office every Tuesday and she transcribes things for me. My Mum transcribes that sales message.

Then that message gets passed either to another team member or back to me and we hone and tighten the scripts. We chop out bits and come up with something really tight. Then we load it onto a teleprompter which is over there and I’ll show you the way that works when we get to the equipment section. That’s a really smart way for someone who feels like, oh, I’ve got a hurdle for creating these scripts.

Sometimes it’s good to just shoot off the cuff but it depends on the length of the film. Other times you might need a script.

For those other times, you might already feel like you’re a natural talker, and have the gift of the gab. Some of the really good salesmen have it. It just seems to roll off the tongue for them. It’s like they’ve internalized their scripts. They don’t even need to read anymore because their scripts are part of who they are.

For those types of people, and if you’re one of those people, what you can do is just get a white board and bullet point out what it is you want to say in the particular video. Then just have that behind the camera. That was what Tim Reid was doing when he was in the studio and we were making some notes for some videos he was making. He was just bullet pointing out what he wanted to say because he’s a professional speaker.

We put that behind the camera and he would just do his little bit. He might pause for a moment, have a quick look so he knew what he wanted to talk about next. He’d then go back and continue. Obviously in the edit we can take out the pauses. That’s another way to do it. That editing magic makes it quite easy.

There are a couple of little secrets, especially when you’re doing the talking head type of thing. Always come back to the same stance. You’ll actually notice in a lot of my videos, I’ll always come back and have my hands like this. It’s by design. That way I can do whatever I want, and I come back here if I need to have a break and a pause. When my editor comes in and needs to do some work, I’m at the same point. It makes it very easy for him to chop out a block of time and it won’t feel like anything has changed because I’ve got my same central point.

The other thing you’ll notice as well, sometimes you’ll watch a video and it will feel like it jumps. You might watch a video that Dale has done or someone else has done and you’ll feel it pop in on that person. They’ll zoom in on their head. It might feel seamless and like they’re doing it from a stylistic point of view and sometimes it is. But oftentimes that is where they might have made a mistake in the script. They’ve fluffed it and what they’ll do is use that cut to mask it. With editing and so on, you don’t have to get it perfect.

The way to do it is just speak as if to a friend. Imagine that avatar as your friend and imagine you’re talking through the camera to that friend. Speak to one person. Don’t say ‘you all’ and ‘you guys’ and that sort of thing, just do it as though you’re speaking to one person because one person is watching it.

Remember, it’s about practice. Even professionals make mistakes. You look at professional actors and people who do this for a living, they still make mistakes. Even the best of the best make mistakes. So don’t be hard on yourself. It takes time and takes practice.

I remember a friend and I used to do rock climbing and we were at this rock climbing wall. We had been climbing for a couple of hours and we saw this old guy come in. He just scaled up the wall in what felt like thirty seconds, something we’d been labouring on and climbing up for twenty minutes. He just did it like that, almost effortlessly.

When he came back down, we thought let’s go ask him, did he have any particular secret? Was he holding his weight down in his feet, was he using his hands a certain way, was it the way he was twisting his body? He said no, the way that you get good is time on the wall.

That was something I took away and started to recognize that exists everywhere. If you want to get better at something, spend some time on the wall. That’s how you get better at it.

Now we need to talk about some equipment. Hopefully some of those scripting ideas can get through a few more of those roadblocks you have had in the past. This might get you into a process and a rhythm of creating more videos. I’m hoping, it might only be small, it will definitely grow by the end of this session, you might have this little feeling of excitement about creating more videos. That will grow as this presentation continues.

What I want you to do is notice that it’s there and say, I’m going to start making more videos. That was my objective for this.

We’ll talk a little bit about equipment. I have a little disclaimer: you don’t want to get caught up in the details. You don’t need to, a lot of people do. For that reason, it ends up being a stumbling block. Let’s just give you what you need to know to get the right equipment.

Firstly, you need a camera. Camera technology has come a very long way. You can get a fantastic picture from a digital SLR. We shoot on a Canon 60D, that’s this one. It’s a little outdated now. There are newer models. There is the 5D and quite a few other ones. But you’ll find the digital SLRs good value for money and the picture quality that you get. Get anything around that Canon 60D mark and in that kind of range and for under $1500, you will get something that will shoot amazing footage.

All of the videos that we do for our clients at the moment for Melbourne Video Productions are shot on this. It is cheap and very accessible. If you want a level beyond that and you want to shoot workshops and really long things, you might look at getting yourself a Sony FS100. There are a couple of other versions but they’re great places to start.

If you’re shooting on something like the Canon 60D, the audio isn’t the best. You can plug an external microphone into it. Audio is one of those things, you don’t think about it much when it’s good; you watch a video and you don’t give it a second thought. But when it’s bad, you really notice it. So you want to make sure you have very good audio.

I hopped on the plane this morning and I was going through where they were scanning the bags. Every time I take this, they always seem to pull me aside and ask me what this is. They seem to think it’s a Taser or something like that. What it is, it’s an external digital recording device that will capture the audio separately.

You take this and you get something like little Sennheiser mikes. One gets plugged straight into the unit here and that is the receiver obviously. You take a little lapel mike, you plug it in and then you’ve got very good audio. With this sort of audio, the aim of the game is to get it as close to the subject as possible. That’s how you will get really good sound.

You can also do the shotgun mike as well. Sometimes if you’re getting things like case studies and raving fans type videos, if you’re shooting on the spur of the moment or you’re pushing through a lot of testimonials very quickly, it takes a little bit to mike someone up, so you might look at something like a shotgun mike. This is a Rode external shotgun mike. It sits on the top of the camera and that can also get you very good sound.

That being said, sometimes people say, that’s still a hurdle to getting started. If you’ve got an iPhone, just let’s get an idea who has an iPhone? Everybody has an iPhone. If you’ve got an iPhone, you’re eighty percent, ninety percent of the way there. You can get a fantastic picture from the iPhone. Just get yourself an external mike. There is a thing called a lavalier that you can buy from eBay and it will get you great audio.

There’s even a course, iPhone Video Hero that teaches you how to make videos on iPhones. That’s a great way just to get started. Now you don’t have anymore roadblocks. There’s the lavalier and I will get a copy of the recordings and I can make the slides available to Dale as well, so that way you can grab the brands and things like that.

You also want to get a tripod. I would probably not recommend a tripod of this size. But I was on the plane and I wanted to have just carry on luggage so I brought that one. But the important thing with a tripod and why I recommend it, is you want to make sure it’s at eye level, especially if you’re doing talking head style videos.

You want to feel like you’re talking straight to someone. You don’t want to feel like you’re talking down, you don’t want an odd angle to feel like you’re talking up. Try to have it at eye height. A good quality tripod is a good place to start.

You also want to think about lights, depending on where it is that you’re shooting. If you’re shooting indoors, you’re going to want to have lights. You can just go to eBay. You want soft box lighting kits. You want two or three lights and you can pick them up for under $500.

We love video, so just go to YouTube, as well, and search for three point lighting system. There will be different tutorials and things on how to set up the three point lighting system.

Lighting is another one that is key to make sure that you come across professionally. I don’t know if you’ve ever watched a video where it felt like the person’s face was black and you just saw a silhouette. Maybe they had loads of shadows on their face. It’s harder to trust a video like that. But if it is well lit and you can see the face, then you can build up even more trust there. I think lights are important.

If you want to get around that, you can shoot outside. That’s another way. Just make sure that the light source is behind the camera person. Whoever is talking is looking into the sun. That way, the face is lit up.

When it comes to backdrops, something plain like a curtain will suffice. I think simple is best. The more complex you try to make something, more often than not you’ll look back in a few years’ time and say, I can’t believe I was thinking that. I look at that one in my bedroom and I can’t get over the fact I was recording in my bedroom with my wardrobe in the background. Simple is best.

If you’re going for the Apple look, just have a white wall background and you can do a little bit of lighting. That’s a great way to get a good look. If you’re doing a video business card, you obviously want to shoot on location, as I said, at that place of business. But for Frequently Asked Questions and things like that, just having a plain background is fine.

Then think about indoor versus outdoor. When you do go outdoors, there are some extra things you want to keep in mind. Obviously when you’re editing a video and you’re chopping things together, sometimes there are going to be little breaks in the video. There might be a person walking along in the background and they jump from here in one cut and then the next cut, they’re over here. You want to make sure you keep that in mind.

Also if music is playing in the background, the music might jump from one point to another. So there are just extra things you need to take into account when recording outside. That’s one of the reasons you might do it inside or in some sort of studio.

Should you go a green screen or not is one of those frequently asked questions that we get. As a general rule, for ninety-five percent of people, I would say don’t worry about a green screen. You’re just complicating things for yourself. Even the experts make mistakes. Sometimes you’ll be watching the weather report in the evening and you’ll see a little green glow, or you might start to see it now that I’ve mentioned it. There is a little green glow around the person as they’re doing it. That’s because even when you’re good at green screens, it’s quite hard to set up.

You need an even flow of flow on the lighting in the background. Yo need to make sure there is no light that bounces back on you. If it’s not done correctly, it looks wrong, so we might as well not worry about it. I don’t think being in front of a picture or something you’ve superimposed in the background is going to be any more effective than you standing in front of a curtain or in a plain background. So just make it easier on yourself.

The only other piece of equipment you might want is a teleprompter. It looks like a magic trick, doesn’t it? This is the way the teleprompter works. You can get a Prompt-it, I think these are only a few hundred dollars. Basically it’s an iPad and then you get a little app. You write up the script that I was talking about. You load it into this and then the camera actually comes in behind. That way you can look straight down the barrel of the camera.

Sometimes you watch someone who is reading a script or they’ve got it on a computer and they look like they’re looking over to the left. I don’t know if you’ve ever seen that when you’re watching a video. They look a little bit shifty because they’re not looking at you in the eye. So you want to get a teleprompter so you can look straight down the barrel of the camera. That’s the way to do it.

The best thing as well, if you used that technique I talked about of getting your Mum to transcribe things for you, it ends up being in your voice. If it’s in your voice, it doesn’t feel like you’re reading a script. It comes across very naturally because it’s your speech patterns as well. So it’s a great tool.

The brand of that teleprompter is Prompt-it. It’s an Australian company and it’s a few hundred dollars. You screw it on top of a tripod and put it in front of a camera.

That’s it, when it comes to equipment, just think about getting the right camera, the right audio, tripod and some lights and the teleprompter. All of that you can get for under a few thousand dollars. It’s something that you buy once and you can probably get a good many years’ use out of it. Especially if you go with that sort of equipment, it will stand the test of time.

Just to get an idea, who has invested in some equipment or are people still shooting on iPhones? Who are using iPhones and so on for videos? A few. Who has taken a bit of time and invested a bit? Yes, cool.

It’s not a very big hurdle to jump over. That’s one of the reasons video is so great. It’s still an emerging technology. The cost of technology is coming down and that is making it very accessible for everybody. So the more videos you can create the better.

Editing made easy. How do we make editing easy? Don’t do it. That’s the easiest way to do it. I don’t think you will be adding much value to what the end product is going to look like if you’re spending your time doing the editing. It’s not a good use of your time. It’s very easy to get sucked into a rabbit, hole, a vortex and find yourself editing a particular video. You start at nine in the morning and you look up at the time and it’s seven o’clock at night and you haven’t got your first video out and the whole day has disappeared.

Video editing can be like that. My recommendation is don’t do it. I would get a professional editor to do it. That’s Adrian Cabrie, who works with us at Melbourne Video Production. He was a Tropfest finalist in the year just past. We were very excited to have that for him as he went through. Tropfest is one of the biggest short film festivals and he was one of the finalists.

You don’t need a Tropfest finalist editor to be working on your type of work. You don’t need it. Go to a local university, find someone who is doing their final year of video studies and say, do you want to build up your portfolio? I’ll give you $15, $20 an hour if you come and edit these Frequently Asked Questions videos or to do some case studies. You don’t need to make it any more complicated than it needs to be. It’s best to avoid that in my opinion.

If you want, you can do one or two just to get your head around it if you like. But again, you’re going down a rabbit hole.

Question: From experience, pedestrian.tv is the website where you can put those ads up for free for uni students. I’ve had two fantastic uni students. They love the work and it was great for their CV. They need direction, but they sure knew what they were doing. That’s where the Australian uni students list themselves.

David: That’s an excellent tip. I’ll have to check it out, I’ve not seen it myself. That’s good. That’s really the way to do it. Like the gentleman was saying, you give them a little bit of direction and they run with it.

The direction you want to give them is what they should be doing and how they edit the video together. Really all I would suggest you tell them is, I want a good professional intro or a stinger. You need some sort of outro graphic as well. You might have the call to action built in. You’ll have a lower third which has your name in it. Potentially you might have the URL that appears throughout and a strong call to action at the end. If you give those as the basics and you give them one or two videos to model from, they’ll be fine, it’s not rocket science.

I’ll just give you a look here. It’s just a minute long FAQ where I answered one of the Frequently Asked Questions over at Melbourne Video Productions.( video) It has the URL, lower third and strong call to action. That is editing it all together. I like to check in and see how we’re travelling. Who has edited video before? Who has got an editor to do it?

I would love to see next time more hands go up for the editor to do it. That’s one of the roadblocks that is stopping you from putting out lots of content. Remember time is your most important asset and remember that video duplicates you. With that in mind, what are some of the roadblocks that are stopping punching that video out?

Question: If you’ve filmed a heap of footage that needs to be edited, how do you get that to the editor if they’re not local?

David: There are a few ways that you can do it. The way that we have been doing it us getting local people to edit. That’s one of the reasons for swapping big file sizes.

What you can do is actually encode for video down, so it’s smaller. Then you might send it off to your editor if they’re offshore. They can edit on the mini files and if they’re using something like Final Cut Pro, they can save that particular project. They send the project back to you and then you stitch in the high quality videos and then you do the output.

That way effectively you’re getting the eighty percent done offshore, and then you do the twenty percent onshore. When you think about the maths, and depending on the size of the video project, this can work out to be a substantial saving.

Question: That’s similar to what I was going to ask. I’ve got some videos that are 16 gig and in Dropbox you can only upload up to ten. Would you then cut it into maybe three pieces and send it? If you condense it, doesn’t that reduce the quality as well?

David: It does. That was the thought process behind reducing it and getting them to edit on a smaller thing. Then they send you back the Final Cut project and then you can stitch in the biggest ones.

These are good questions for an editor to solve as well. I think regardless of what you end up doing, do what the gentleman suggested and find an editor locally who can at least oversee the process. You want to get someone on site.

There is nothing better than having someone who you say to, hey, I’m about to do a shoot, can you come in and help me? Again, it just helps to remove that roadblock. At $15-$20 an hour, it will be the best $15 or $20 an hour you can spend. Over time, you can come up with some ways to move it offshore.

Question: Just a quick one, the last video you showed, the white background was fairly indistinguishable from your white computer screen there. Was that just a white wall? How did you achieve that? I’ve been playing around with green screens lately, and you’ve just talked me out of it.

David: If you go to YouTube and type in ‘infinite white’, that’s what that’s called, Apple infinite white, there are some tutorials that you can watch to do it. Basically it’s a white wall.

You have lights around the outside. You do it in the same way as a green screen. Then when you’re in the edit, you blow out the contrast. Then effectively what we’re doing is we’re making the white match the computer white.

That is great because if you go to Melbourne SEO where the whole branding is all white, then obviously it feels seamless. It feels like I’m talking from within the website, which is a good look.

Question: You mentioned stitching it in. What does that mean?

David: You get the Final Cut project file sent back to you. They might drop that in Dropbox. Then you open that up in your Final Cut locally and then you change the source files. So rather than using the low quality source file, because the length of the video is the same, you would select the new high quality then it swaps them out. It replaces the low quality with the high quality.

Question: I love your presentation and I’m taking lots of notes. Let’s say you filmed your seminar or workshop, like I did at one point. I think we had sixteen or eighteen hours of footage. We knew that was impossible to upload and give to our editor. All we did was got a new hard drive, which is $40-$50 from the post office or whatever, put all the footage onto it and sent it over to the Philippines. So he had a copy, he edited it all based on our instructions, so I could make videos and write editing times in a word document and send them over to him or email them to him. Then he uploaded that to our account online and it cost us $40.

David: That’s an excellent idea.

Question: That is a very easy, non-technical way. Or you can use HandBrake. I don’t know if you ever use HandBrake to process files.

David: Yes, there is VisualHub. There are a few different types of encoding software. You can use Compressor. There are few that will basically take big footage and squash it down. So there are a couple of options there which I can answer in the break if you want to know a few more specifics about the software.

The other thing as well, I knew a colleague who flew their Philippines video staff out because they were recording a three day workshop. They flew them out from the Philippines and flew them to Melbourne. They got them to record the workshop, they took the footage and flew back to the Philippines. It ended up working out cheaper for them to do that and pay for the flight than it would have been to pay a local video editor to come and shoot the event. I know Dale talks about those sorts of strategies as well.

How do we get the videos seen? Some things to keep in mind are when are you going to use different video streaming services like Vimeo and Wistia versus things like YouTube? Sometimes on our website for example, the Melbourne Video Production website, we’ll use Wistia if we want to put forward a very professional, clean image.

Obviously video is what we’re selling and I don’t want people to end up getting bounced back to YouTube. Sometimes YouTube doesn’t quite stream it in the way that we would like. So for that website we use Wistia. But for Melbourne SEO Services I use YouTube because I want to bump up the view counts on my video, which helps to get them extra coverage and gets them seen as well.

You just have to weigh that up. There is no right or wrong. The fact is, regardless of what you end up doing, you need to use YouTube. It is the 800 lb gorilla when it comes to video marketing. So if you’re going to do work, you want to make sure you’re using YouTube. YouTube is the second largest search engine, as we know.

There’s a keyword that we were targeting, which is ‘social media marketing strategy’. It came up number one underneath the two paid ads. What you need to think about when thinking about YouTube and getting your videos to come up is what is the objective off Youtube? The objective of YouTube is to show the best and most relevant result to the end user.

So you want to be creating content that matches the user’s intention when they type in a keyword. Think about what keywords they’re typing in and then make sure that your video matches that keyword. If you do that, it sends the right signal. I think Google were quite smart. They changed the way that search works.

For those of you who have been using the internet for a long time, if you think of something like AltaVista or Yahoo, one of those old search engines, it used to be like a directory style site. You’d go there and they’d have all of these different listings. You’d click on one and you’d get narrower and narrower until you found what you were looking for.

Google turned that on its head. They had a search box and didn’t give you anything until you told them what you wanted. Then it served up the relevant results. So it always started with a keyword. How does someone tell the search engine what it is that they’re looking for? It’s through the words they’re entering in. It’s the same for YouTube. So you want to be picking the right keywords.

Where do you find keywords? You can go to Google and type it in. You know when it does the auto suggest? Just type a little seed keyword in. Or you can run a search and look down the bottom of the page. You can see down the bottom it will make some recommended searches. If you still get stuck even after that, consult with your clients and ask them. Think about the avatar. Float out of your head, float down into their head and think what would they be searching for? Try to find a list of keywords, a big batch of keywords that they might be typing in.

Another option is to have a look at something like Market Samurai. Market Samurai is a great keyword research tool built by an Australian based company. That’s a good way to help find keywords.

You just want to make sure you get that list of keywords. Depending on what the video is, the keyword needs to match the actual content. Then it’s just a matter of putting it in the right places. This is basic on page SEO. Make sure it’s in your title, make sure it’s in your description, make sure it’s in your tags.

We were targeting ‘affordable studio hire in Melbourne’, which is something that we do quite well. It’s a long tail phrase and that’s ok. But it’s a very specific buying phrase, so I don’t care. I only need a few people to be looking at that. If they’re typing in ‘affordable studio hire in Melbourne’, this is a perfect direct match video for them. So then you just put the keyword in the relevant places.

Just remember, though, when you optimize a video, make sure that you always do it with the user in mind. Don’t try and think about gaming the search engines by trying to put a keyword and stuff it into the wrong place. Google will not come to your website, pull out their wallet and make a purchase. People buy things, not Google. People buy things.

So optimize for people first and put them as your primary focus. Really that’s what Google wants anyway, it wants to provide a good experience for people. So always keep them front and centre.

To try and get your video ranked and seen and get some visibility, what you want to do is, Google keeps an eye on videos, particularly when they’re just launched. Nothing attracts a crowd like a crowd. So what you want to do is start the fire on your videos. You want to make sure you get a quick run up of views as early as you can.

So you email your database, just like Dale was talking about earlier. You share it on social media and get the word out. You embed the video on highly trafficked pages. If you’ve got a really special video, one of those ones like the video business card that you put a little bit of extra effort into, you might even pay for some views. You might use something like Google ads to start a bit of a fire to help that crowd start to grow.

The thing to keep in mind when it comes to videos is the more videos you’ve got, the more tickets you’ve got in this search engine lottery. If you imagine, the chance of you coming up for a particular phrase when a client is looking for something, increases the more pieces of content you have out there. The more assets you have sprinkled out across the web, optimized for different phrases, increases the chance that you’re coming up.

The aim of the game becomes how can we create a whole bunch of content as quickly as possible, in the most cost effective format, but not in a spammy way. We want good quality content. That leads to my secret weapon.

I did a presentation for Business Blueprint with Dale, more focussed on the SEO side of things. Did anybody hear that, it is a webinar? That gentleman there, and a couple of hands. If you want to find out more about this strategy, you can have a look at that webinar. It will be in there, so search David Jenyns, and it will be inside that. It goes into what I’m about to talk about in more detail.

I’m going to brush over the top of it. The key to me doing this is so you get the concept. Sometimes when you’ve got an hour and a half, you can’t get everything across and I can’t get down into the nitty gritty. All I want you to do is take away the concept and say, aha, I’ve got it. Then you can start to apply it.

Out of all the other slides, you’ll notice I used hardly any bullets but this one I wanted to make a point, so I put in lots. The reason I love this strategy is you can quickly and easily and cost effectively create a whole bunch of videos. They will drive so much traffic to your website and the traffic you can’t turn off. It will increase your conversion and position you as the expert. It will create a whole bunch of content, high quality content in a very short space of time. It forces you to create content.

It will help provide staff training. It will duplicate you many times over. It makes you Google proof because the way you share and syndicate this content means, regardless of what Google does, what Penguin, Panda, Hummingbird algorithm update they try to throw at you, it doesn’t matter. You’re driving sources from multiple different angles. They can’t take this traffic away.

It will open the doors for new partners, create new revenue streams, manage your online reputation and you can outsource eighty percent of it. It even pays for itself and cures cancer, (maybe not the last one.). But it will pay for itself. I’ve used it successfully on these three businesses. I’ve used it to launch the Metastock Made Easy website, Melbourne SEO Services and Melbourne Video Productions.

We’re working with a cosmetic surgeon at the moment. We’re working with a print management company. We’re doing this strategy and I know it works and I’ve been doing it for so long. I even hinted about it at the start. It is so successful we caught the attention of Andrew Griffiths who is a very successful author when it comes to small business marketing. We’re taking one of his workshops and we’re running it through this little secret weapon that I’m about to share with you.

He’s actually helping me formalize it to create a framework so you can understand how it works and how it ties together. I haven’t quite come up with a name yet, so I’ve imaginatively called it the Content Machine. These are the three ‘P’s of the Content Machine. It’s about presenting a mini workshop to try and record a whole bunch of content in a very short space of time. We turn that into a product, which can then help cash flow. We chop up that content and then syndicate it around on the web which is the promotion step.

This process, as I said, is effectively what we did for the Metastock Programming Study Guide seven years ago when I chopped it up into pieces. I’ve now successfully done it on multiple occasions. It turns on a traffic machine.

It starts with presenting. You run a little workshop. You think about what content are you going to create? Typically speaking, think about what questions are your prospects asking at the time just before they think about doing business with you. Swim a little bit upstream, where you think about just before they start doing business with you. What types of questions are they asking? Start to create a framework, a workshop that you deliver around that piece of content. That’s a great place to start.

Another way to do it, if you’re going to run multiple workshops and the way I do it is like this. I’ve got some different workshops like The SEO Methods, and the Lights, Camera, Profits and The Outsource Profit Machine. The reason I do them is for staff training. I’ve got all of this information that I learn. One of my skills is to take the complex and break it down into a step by step process that makes it very easy and understandable for people to execute.

So I run a workshop as a way to force myself to document my processes and procedures. I get my staff to come along. For example, The SEO Method details exactly what it is that we offer to our clients. It’s internal staff training. It forces me to document it but then it becomes a fantastic product. If someone comes to me and says, I can’t afford the ‘done for you’ type service, that’s ok, I can down sell you, or cross sell you to the do it yourself type home study version.

Using it for staff training is another really great thing to do. It helps with that on-boarding process. When a team member joins with me, one of the first things I get them to do is watch four or five of my workshops, just so that way they get it.

Sometimes when people hear the idea of a workshop, the ‘buts’ start popping up – but I can’t do this, but I can’t do that or for whatever reason I can’t do it. I didn’t think I could present that first time when I was standing in that other room, shaking .like a leaf, but I did it anyway. It was a turning point for me and it was one of the best things I could do.

You deep down know that when you get that uncomfortable feeling, you’ll get breakthroughs when you step through that, because most people won’t do it. But you will. So if you like the idea, this can be applied to any business. If you’ve got a business and you think, I don’t know how a workshop would work for me, make sure you come up to me in the break and I’m sure we can brainstorm how you can find a workshop that’s going to work for you.

People say, but I don’t know what to talk about. Talk to your best prospects and clients and ask them what sort of information are you interested in? What questions have you got and create a workshop around that. Or think about some other information that might be relevant to them. Let’s say that you’ve got a wedding reception business and you sell a reception venue. How about creating some content around all of the other things that are important when setting up a wedding? It might be a session on choosing the right flowers or getting the right photographer.

You could find other partners in the industry who could come and present as well. Then you start to do the strategic alliance work that Dale was talking about. He said that is one of his most powerful marketing strategies. You can tie all of this together and this can unlock new doors for you to get your message seen by more people. It’s also a sneaky way for you to get someone to lighten the load when it comes to create the content. You don’t need to do all of it.

It would be my strong recommendation that you present because it can help to raise your profile in your industry and start to position you as an expert.

If you don’t have any money to run it, that’s another thing you can throw out to the side as well. Workshops like this are very cost effective. You get a uni student to come and film it and at a very low cost. You can do it at your place of business and do it with five people in the room, so you don’t have to hire a venue.

Really one of the best things about doing a workshop is you draw a line in the sand, you know that people are going to be there on that day and they’ve either paid good money or agreed to be there and you have to show up. It forces you to do it. There’s nothing like a forced constraint to make sure that you act. That’s one of the reasons I run them.

On the actual day, you want to extract everything you can from the workshop. You record it. Make sure you get raving fan testimonials during the breaks. It might be someone who has worked with you or someone commenting on how they’ve enjoyed the day – get testimonials.

Also get photos. Make sure that you’ve got a photographer. It’s very smart to have a photographer come along and take shots. Then have those as something that you can share socially and create a little bit of buzz that primes people ready for when you are going to launch the product for the people who missed the workshop.

The second P is turning it into a product. We used to do it physically, now we do it all digitally. Digital is a much easier way to do it. It’s quite simple. We just take the workshop, I get my Mum to transcribe it. Mum transcribes everything for me. She likes it as well when I mention her name. Hi Mum, because she will most likely transcribe this video. You’re awesome. Can we all say hi Mum? She’ll love that.

We take the videos, we split out the audios to get the MP3s. We get the transcripts done and we create a workbook. You create a membership site. You put a page on your website that sells the product. It’s good to put a price on it. If you put a price on it, it’s great because then you’re adding value, putting a price on the information.

If you decide to give this as a free bonus to someone who purchases or if you decide to use it as a way to lure in a prospect to let them get to know you without making a big purchase, you can give them a free copy. They can then in their mind say, wow, that’s worth $300 because it’s listed on the website at $300. So it’s really important to have a price point on the site. Don’t just give it away for free.

Then you can also make some quick cash at this point in time. You could potentially sell seats to the workshop anyway. On the day if you sell seats to the workshop, that could cash flow that whole step of recording. Then you get to cash flow it again once you’ve got the product. If you want, do a bit of a product launch. If you haven’t looked at Jeff Walker’s Product Launch Formula, that’s a great product to teach you how to launch different products.

We did one called the Outsource Profit Machine. We partnered with the Market Samurai team. They attended the workshop and you can see a few of them in the photo there. We actually recorded that product and then we launched it to their list. We sold over two hundred copies at around $300 a unit and split it 50:50 and we both did very well out of it. So partnering with the right people can open doors as well.

Then you come to the promotion. This is really what I drilled down into in the webinar that I did with Dale. We take that content and we chop it up into pieces. I’ll get a team member to watch it and time code it. They’ll pick out little useful videos, they’ll pick start times and end times. They’ll write titles and descriptions for YouTube.

They’ll choose the keyword that they’re going to optimize for. It will come in a spreadsheet and then I hand that off to my editor. He chops up the workshop into sixty different clips. Then we upload that to YouTube. Now I’ve just created a whole bunch of good quality content in a very short space of time. It’s very cost effective and can start to drive a whole lot of traffic to the website.

You can then split the audio which you’ve already done as part of the product anyway and upload it to iTunes. Now you’ve some new ways to tap into a different traffic machine. You can then take the YouTube videos and join them with the transcripts and post them on your blog. Now you’ve created sixty new web posts, helping to promote those high quality videos.

You can take the transcripts and post them on pdf sharing sites. You can take your best articles and get them edited and make those into high quality articles. You take your transcripts and your best performing videos and you turn them into really good quality articles. Then you might share them out as guest posts and things like that. Then of course along the way we’re sharing and socially syndicating as well.

Again, you don’t need to understand the nitty gritty of this, just get the concept. Get the idea that you can record one piece of content and you can syndicate it out many fold. This right here will unlock a boatload of traffic and highly qualified traffic of people who are waiting to find out about your products and services.

One workshop you can cut up into sixty YouTube clips, ten iTunes things, blog posts, Scribd. The long and short of it is, you’ve got well over two hundred and fifty pieces of content there, each one is optimized for a different keyword phrase and then you socially share that as well.

You don’t have to do this all in one go. It’s something you can drip out over time. But all of the content that you do put out there, imagine it like breadcrumbs. Just like Hansel and Gretel when they got led away from the house, he dropped all of these breadcrumbs so he could find his way back.

All of these little video pieces of content and content that you syndicate out on the web are little breadcrumbs, out there optimized for a particular phrase. Someone will pick it up, eat the breadcrumb and they’ll want to know where the rest of the loaf is or they’ll want to know where the cake is. At the end of every piece of content that you put out there, you have a strong call to action to come back to the site, to buy the product, to find out what it is that you do. It’s a very powerful thing.

You can also start to do use this for reputation management. Start to own the conversation that is around your name. When someone types in your company or your individual name or your product names, you should own the first half or the first page of Google. That way you can control the discussion.

Get this in place early and it pushes the negative reviews or anything you’ve got deeper in if that’s there. But just go out and create good content and be a good person and probably you won’t need to worry about that anyway. It’s still a good idea to make sure you own the real estate around your major brands’ terms.

This is not something that happens overnight. You don’t have to do it straight away. You can drip it out over a period of time. You run one workshop and that might create the content for you for the next six months, nine months. Record it once and just drip it out over time.

Let this cash flow itself. Sell tickets to the workshop. That pays for the workshop. Sell the workshop afterwards and then that can help cash flow chopping it up into pieces. This is good!

The 80: 20 of it, because it gets even better is think about where you’re adding the most value. You don’t add the value by chopping this up into little pieces. You add the value by running the workshop. Run the workshop, create the systems, get your team members to chop it up and syndicate it out onto the web. You don’t need to be a rocket scientist once they’ve got the systems in place, to chop up a video and load it to YouTube. It’s not a good use of your time. Your input now becomes preparing for the workshop. Once you do that – wow!

Did anyone see that episode of Seinfeld where Kramer creates a coffee table book about coffee tables/? Did anyone see that one? As I was thinking about this, I thought, now is the time, the best way for me to explain that whole process is for me to run a workshop, turn it into a product, break it into pieces and syndicate and push this to the nth degree. I’m now in that thought process and I’ve just drawn the line in the sand.

On the 16th May in Melbourne we’ll be running a workshop. Depending on when someone is watching this, chances are the product has already been made. If you want to find out more about that, you can head over to Melbourne SEO Services or I’ll have my contact details at the end. You can send me a note and I’d love you to either come or you can follow it up once it’s there. It will be the best proof of the pudding. It is the coffee table book about coffee tables.

The action steps for you here now, the takeaways are you want to record those three videos that I talked about. You want to record the video business card, the Frequently Asked Questions and the case studies. Once you’ve done that, continue to do the last two. Keep on going with case studies, keep on going with Frequently Asked Questions and then schedule a workshop, lock it in. Make it happen, set a date for it. Have people there and you have to show up. Start to build these assets.

I am so grateful that I built all of those assets by accident seven years ago and did that strategy. I almost stumbled on it and started doing this thing and now it’s an unstoppable traffic machine. I couldn’t turn the traffic off if I wanted to. I could go to YouTube and delete my account, except all the scrapers have taken the video and posted it on their own sites and now it’s all over the web. Regardless of what I do to try and get of that video and that content, I couldn’t. It’s a machine now and it still makes sales for me.

What I want to finish on is just to give you a little snippet. The type of videos that I talked about is material that I know is going to have a huge impact on your business. Usually I like to always start with a story and I like to end with a story.

We’ve been working on a couple of new concepts and at the moment. I’m still getting mixed reviews on this video. This is something that we’ve just worked on. I haven’t actually released it yet to anyone. It’s a pretty big ego piece, but I would love to get some feedback on it.

My thought process is if the biggest hurdle someone has to doing business with you is believing what you say is true, how can you tell your compelling back story? How can you tell about you and who you are and how you came to be where you are? If you tell that in the right way without an over sales pitch, no strong call to action at the end, it’s just really a trust builder, I think this type of video can have huge impact.

This is a little of the premiere and we’re still making some final tweaks but I would like to dim the lights and get you to watch this. Rather than me finishing with a story, I’d like to tell you a story in video format. (video)

Like I said, it’s a pretty big ego piece and I’m still unsure how it’s going to go and whether or not someone will sit through six minutes of that. You’re my captive audience so you have to. But it will be interesting to see how it goes. In marketing, you have to take risks. You have to swing for the fences, you have to try things. This is us swinging for the fences. It doesn’t follow a standard structure. There is no clear call to action. This is a branding piece, this is get to know Dave, this is me telling my story, it’s building the myth.

That’s something we’re working on at the moment. It’s a good way to finish. It shows you where we’ve come from. That first video I showed you to now, video has moved significantly. We’re already starting to see some of these video documentary style things bubble up. I think they’re going to become more and more popular. So I think that might be something you can work towards.

If you’ve got any questions, I think we may be out of time. I’m going to be around for the rest of the weekend, so you can come and ask questions. If you want to get in touch with me, there are two websites there, my personal email address and my twitter as well. That’s it.


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