Video Content Creation Masterclass

What To Demonstrate
In your videos, you are looking to show the viewer what it is like to experience your product or service first hand. You do that by demonstrating the following:

- Expertise - Share your knowledge and experience.
- Experience - Demonstrate what your business does to transform people’s lives.
- Evidence - Prove your products and services solve problems by featuring testimonials and case studies.
- Ease - Show your customers how simple, easy, and fun your product is to use.

How To Demonstrate
How you present your product or service is critical to your success and encompasses the 3 C’s discussed earlier. The below elements bring your business to life when infused into what you are demonstrating:

- Educate - A good video will teach a person something they didn’t know before.
- Entertain - Some of the most memorable videos combine selling with entertainment.
- Expectation - Setup a future event and build anticipation.
- Emotion - Create impactful videos that use emotion to connect with your customers.

You’ll notice we’ve included words underneath each element that act as a thesaurus to give you additional words to help you define each element. Hopefully it helps you create the right types of videos for the objective you have in mind. Having the right video at the right time for a prospect is what will help you achieve success in using video in your Facebook ads. 

In the video below, Brandon and Bob explain how to use the Matrix:

Video Examples


- Hey everyone. It's Bob Regnerus and Brandon Boyd, and really excited to bring this training to you today. This tool has been one of the most requested tools out of the book, Brandon. I'm a little jealous. I wrote all these pages and your graphic is the one everybody wants.

- Well, I'm so pleased 'cause it was a collaborative effort between you and me. You were in the shower and you came up with the idea and I just made it look pretty. Let's not talk about you in the shower. Let's talk about the graphic.

- Yeah, let's not give people that image, but still we're talking about the courses, the content creation matrix. And what we attempted to do with this, the genesis of it is this. Brandon was going to present at an event that I was hosting with Perry in 2019. And what we wanted to do was capture for everybody kind of the essence of how we create our different videos. As you know, the book talks about deep funnel marketing and we have a process for developing different video assets for different parts of the funnel. And so what happened was we started working on this and then yeah, I had an epiphany in the shower of all these E words just coming at me, and I was like crud. So I had to rinse off and of course get dressed. And I started writing these down and I shared about 18 E words with Brandon and we whittled it down to these eight. But I want Brandon to kind of explain to you what this is. So not to belabor the point anymore. Let's go ahead. Brandon, why don't you go ahead and share your screen. Let's show people what the matrix is.

- Perfect. So this is simply a tool created based on Bob and I discussion and our experience of working with clients to, when you're creating certain types of videos for your deep funnel and for your marketing, there's certain things that you want to make sure are in your video, depending on where they are in your funnel. So we came up with this. This kind of a chart. Just an easy cheat sheet for you. What you want to be demonstrating and how you want to demonstrate it. So just to start off, you've got these different E words. Of course, you always have to use words that start with a specific letter to make it, it's just like a rule in these diagrams. So expertise, experience, evidence and ease is what to demonstrate in some cases, depending on the video, as well as how to demonstrate it. Sometimes you're gonna educate. Sometimes you're gonna entertain. Sometimes you're gonna set an expectation and you're gonna use emotion. So I'm gonna kind of go through the different types of videos that Bob outlines in the book and show you how this applies.

- Cool.

- So let's say you're gonna create a prospecting video. So what's the objective of a prospecting video? It's to get attention. You're gonna get them curious enough about the content so they'll learn more. So what do you need for that? Do you need to educate someone? No, not necessarily. What you need to do is just simply get attention in a very busy feed. So that can be entertainment. Thumb stopping content is usually can be funny, or it can be silly, or it can be a little bit outrageous. And you also want to show some type of passion or emotion in that. Maybe you're addressing a problem. Maybe you're calling out an elephant in the room. Regardless, that's how to do it is some type of entertainment or perhaps emotion. And what do you want to show? What do you want to demonstrate in that is some evidence. Give me a factoid. Bob, I'm trying to think of an example of one of our clients, but when I think of a prospecting ad that we've done for people, it's usually starts off with a line that says something like, what most people don't understand about X, Y or Z product or service is this. So that simple headline, which has been used forever in direct response appeals to people's idea of wanting to know what the secret is. They want to know what they don't know. They want to be the insider. So there's something around that that it helps draw them in and peak their curiosity.

- Yeah, I think evidence relates to the fact that you are showing the person who is viewing the video that you understand their bleeding neck, their problem or their deep frustration, like you have there. So going to a very mundane market, like check printing, we basically presented early on in that video evidence that you're overpaying for checks. if you're going with deluxe or one of the big banks. Our client basically sells checks for 25% less than them. And so we basically came up, like right away it's like, hey, you're overpaying for your checks. And that's just kind of one thing. We have another client in the IRS resolution space. And what we did there is basically we hit them over the head with the problem's not going away. And the only person that you want in your corner is a Wolverine that has gone toe-to-toe with the IRS before. And so we put evidence of that within the first, what? 10, 15 seconds of that video, Brandon?

- Yeah, yeah.

- That problem, like, we understand. Here's your problem. We understand it.

- That's it. Once you can demonstrate that evidence that you understand the problem, people are so drawn in and definitely inclined to take that step for you, towards you. Let's do another example. So, oh yeah. So here's some questions to ask around this. Bob, you've just addressed those. What do you want to change? What's the big secret people don't know? What wrong are you making right? What's the problem in their head? What do they need to understand?

- So these Brandon, these are questions that the person who's gonna create the video should be asking, right?

- Yeah, exactly. So unless you create a prospecting video and you feel like, okay, I'm going to show some evidence. What am I gonna demonstrate here? I'm gonna demonstrate evidence that I understand the problem. Just like you said. I understand your pain. I understand, I can read a page from your diary, as Perry Marshall says sometimes, but it's really a demonstration of this problem. And you can do it with emotion. If you can match someone's emotion, if this is a very jugular problem, this is where it invokes a lot of emotion of anger or frustration or whatever other people, and you can mirror that in your video, and you can show the same level of emotion, you've got them. They're looking for kindred spirits. And so if you can do that, beautiful. Beautiful dynamic.

- Excellent.

- Let's do some nurturing. So for example, a nurturing video. What's the purpose of a nurturing? So let's say you've hooked them. They've been attracted to your prospecting video. You got their attention. What's next? Now we're gonna warm them up. We're gonna continue to drip in front of them more and more evidence that you're the right choice. So what does that look like? Features, benefits. You're gonna build rapport. You're gonna show a guarantee to take away any fear of working with you. And what devices are we gonna use for nurturing? We're gonna use more evidence. And here's where we're gonna kind of move into education. We're gonna move out of entertainment. We're gonna move into education. We're gonna show some emotion. And Bob, do you wanna talk about this? This is kind of your wheelhouse with nurturing.

- Yeah, I think this is where, I think this is a very much overlooked component on most people's campaigns. And I don't care if they're running Facebook or YouTube or whatever, is that they're trying to convert people on the prospecting side and they don't do anything here in this, I'll call it, we call it the rapport-building stage. Nurturing is really the best word. It's what I use throughout the book. But one of the things that I see people making a big mistake is, is that they are going from, hey, I'm introducing myself to you. I know your problem. And bam, like buy my solution. And I think that works in a relatively simple or like simple or cheap market. But most of the people we work with end up being in very complex or high priced, complex businesses or it's high price. So, I mean, just instinctively people need more time to kind of figure out like, is this a good fit for me? And they just have this litany of questions that need to be answered. And the more that you're in tune with your market, probably the easier time you're gonna have to create these videos. But essentially you've got to fill this middle of funnel or nurturing sequence with things that kind of move them closer to a buying decision. So they're not gonna get there on their own. So how do we move them along? And this is kind of the answer here is, so what you're saying here Brandon is we need videos that show more evidence of us solving the problem, right? That's one thing here. And then education would be, these are probably where FAQs and those types of things go, like these are the things that people most often ask us about our service or often ask about the product, right?

- Definitely. So again, so you've got my attention. You're gonna move me into, show me more evidence. Show me why I should pay attention to you rather than these other options I'm looking at online. Why you? We're getting into that area now. What's your approach? Show me that I'm part of a process. How are you gonna help me get my goals? Show me that you understand my common enemy. An analogy I like to use is imagine a spoiled teenager demanding, what do I get? What do I get? And a lot of times in videos, there's failure to kind of demonstrate what are the things that you're going to give me in this exchange? Now, obviously there's a difference in product and services. Sometimes there's products that, for a simple product that you're going to make a decision very quickly, a lot of this isn't necessarily gonna apply. But like you said for the more complex sale, you're going to need these devices to help you make that sale.

- I think another important point here is this last question, we're on a mission to solve. I think one thing we see, another mistake we see is mission-driven businesses. We love working with mission-driven businesses. But the mistake that those businesses make is that everybody's on board with their mission from the get-go and your mission really doesn't matter to somebody until you've identified that your mission solves a problem they had.

- Yes, 100%.

- And maybe this works with a charity, but it doesn't work with a business. So you've got this big mission. But if you start with the mission, then you end up not hooking them because they don't understand how that mission ties in to what they need.

- Exactly.

- You want to go talk about that a little bit?

- Yeah, I think from the get go and I think it's a beautiful statement, because I think that was something that people had led with in traditional marketing for years. They had led with, I've been in business 25 years. Or they lead with their mission statement and they spend all this money and time around their big mission statement. Nobody cares unless you can solve their problem. Demonstrate you can solve my problem. Demonstrate you understand my problem, you understand my enemy, my pain. And then I will give you my attention to learn more about your company, but only then. You first have to meet my criteria. Listen, can you solve it? You got a beautiful company, beautiful mission statement. I'm sure you help a lot of people, but if you can't solve my problem, I don't care. And I'm going to move on.

- That is so key. We can't emphasize this enough. We're talking about advertising in the newsfeed. And again, like people believe that their mission is untouchable and it's gonna drive all this action. But the unfortunate thing is people are a little bit selfish. In fact, they're a lot selfish. And what they're looking for when they're viewing their newsfeed are things that are pertinent to them. So unfortunately your mission isn't something that hooks them. A mission that solves somebody's problem does. So mission videos and why you do what you do are a huge component of what we do and what you'll see with this matrix. But the big thing to understand is your mission doesn't matter until people understand that your mission helps them solve a problem that's in their life.

- Absolutely. Absolutely. They don't have time for anything else at this point. Well, what else? Let's keep going. Testimonials. One of my absolute favorite devices, and frankly one of the most important tools you can use for your videos. I don't think we've had a client where we haven't insistent in at least three to five testimonials or case studies. They're absolutely critical. Everyone knows what a testimonial is. I'll just do a quick review. It's just to show success story, social proof, demonstrate results, build credibility and value. Bob and I, we've even built a separate company around testimonials because we realized the value of this for people. So testimonials is, we know that's a very important thing to use but I'm gonna ask the audience to take it a step further and create a case study. A case study gives you credibility. It again, it shows more of your demonstration that you can solve a problem. So what does a case study look like? Well, it's simply, it's the person who solved the problem, your company narrating how you solved the company for the person giving the testimonial. So you might have someone talking about their experience with you on camera. And then we switch over to you, the company owner, the one who solved the problem and you're narrating and you're walking through, well, this is how we helped them. And it's a beautiful dynamic. It's extremely powerful for demonstrating your expertise, rather than you just kind of pontificating and talking about how beautiful and wonderful and great you guys are. If you can show an actual case study, someone getting their problem solved, it is absolute gold. And here's one thing why is this bottom point here, is people want to see themselves in your testimonial or case study. If they can say, oh, I'm like that guy who's giving the testimonial. And like, yeah, that's a very similar problem to me. And then they can see you narrating how that problem is solved. It's gold. Now they've seen themselves, their life, their problem being solved by you and your company.

- So Brandon, I'm struck by the fact that there's six spokes on this wheel that are in play here for testimonials. So I guess that means that this is, testimonials touch on more things and therefore are more powerful?

- Mm-hmm, absolutely. I love testimonials and case studies because they hit so many modalities. You can do a lot with them and it's subtle. It's not the typical, let me tell you why I'm awesome type of sales approach that so many people are not attracted to. And frankly, so many business owners don't even want to do. No one wants to sell that way. And no one wants to be sold that way. So a testimonial case study is something that you can hit all of these modalities very effectively, very non-threatening. And they are just as simply huge lever in your library of videos.

- Cool.

- Here's a couple examples of the questions we encourage people to ask when they're gathering their testimonial. What's the problem they're trying to solve? Why did you choose them? What was going on in your life that you're looking? So these are some terrific questions to use as you are gathering testimonials for your business.

- Yeah, can we stop on that just real quick, if you go back?

- Oh yeah, let me go back one.

- This is something that a lot of people have asked, even coming out of the book, Brandon, is like, what do I ask somebody in testimonials? So these three quick key questions, we should probably clip this part of the video out for people itself, but like these three questions are really powerful and it's not like we're gonna let you have inside secrets here. I mean, this is three questions that we actually use on our testimonials.live service. And these questions lead to some of the best answers and create really great video. So it really allows the person to kind of say where they were, what problem were they trying to solve and how their life was transformed by working with you. And these three questions produce really powerful testimonials that end up really only being about three to five minutes at most, but they're just really, really powerful when you're able to stitch them all together because they touch six of those spokes on the wheel, I think.

- Absolutely. For a testimonial, a case study, you're really just, you're documenting a journey that they were on. You want them to just talk about their journey and what was the before and after, the transformation. That's why the whole before and after photos of the gym and the workout or a dentist showing teeth before or after is such a huge lever to convince people to work with you is you're just simply showing evidence of success here. So testimonials and the questions we ask is to narrate that journey. What was going on in your life? What problem were you dealing with? Why did you choose this business? And what was your experience? And what would you say to someone who is in the same spot that you were from the beginning? Which is usually the most powerful question you can ask is, what do you tell someone who's on the fence? What do you tell them? They're thinking about, maybe they're not sure if they should hire this company. That's a huge question, a huge lever to tip them over the edge and to get them to commit.

- Cool.

- So those are three examples. Bob, did you want to go through some, any other ones?

- No, those are good. I just wanted to really highlight that because it's something people have asked quite a bit about.

- Awesome. Awesome. Good, okay. Well, as far as this presentation, segments at once. This is just from our sales presentation we did. Is there anything else you wanted me to cover, kind of continue through this or?

- No, that fantastic.

- Okay.

- Let's hit the next slide.

- Perfect. All right. Consumable. So the idea of a consumable video. Consumables are great. They're not necessarily, some are evergreen, some are not. So a consumable is just simply, it's not trying to do anything. It's not trying to sell hard. It's just simply trying to reinforce expertise, authority. What we talk to our clients about is video on its own, just the fact that you're willing to get on video and willing to publish information says a lot about inherent authority. So consumable videos can include frequently asked questions. So we highly recommend our clients write down the 10 most, the things that they commonly are saying to their customers. And let's film a video about those, one at a time. How-to's, demonstrations used for nurturing social channels, website, landing pages, email campaigns. These are your backups. These are the things that reinforce maybe a sales video. It's gonna reinforce your testimonials and case studies. These are just continual things that continue to reinforce your expertise.

- Yeah, I think some of these videos, Brandon, live for a long time and some are very short-lived. And we tried to come up with a term that isn't like, they're not throwaway, but they're not evergreen. So consumable was kind of the balance of the two. And I think you gave a really good explanation to that. And notice too, that it hits on some different spokes on the wheel, but it hits everything on the what side. That's what strikes me about consumables.

- There's so much to do in the consumable video space. There's an endless supply of videos you can do here. And you can set expectations about how, when someone engages with your company, what they can expect. There's so much you can do around education here. And that's what's nice about consumables. They're not a threatening type of video. You're not necessarily trying to convince anyone here. You're simply educating and you're setting expectations. So it's a great place. So a couple of questions you can ask. Again, what questions do you commonly find yourself answering to your customers over and over? Those make terrific videos. What are the top three to five objections? Another thing about consumables is they can be what's in the current news. You can be someone who's commenting on maybe some current news tidbit and how it affects your industry or that product or service. And you can push that out there. That's a nice consumable video.

- Cool.

- Landing page videos. So this is where we get down to the nitty gritty. So you've got your campaigns running. You've got the attention. You've nurtured. You've warmed them up. You've demonstrated your expertise. You've shown case studies and testimonials like, okay, well, I'm feeling like this could be the solution for me. So then you generally are gonna drive them to a website or a page that's going to ask them to commit to sending in their information or committing to an appointment online, or a name, phone number. Whatever that's gonna look like. And this is it. And it's kind of like it demonstrates the offer. Call to action. Could be multiple offers, depending on the vertical. And this is where you're asking them to commit.

- What I like here Brandon is that it's very clear that you're setting an expectation of what they're getting and how the, either the information is easy or the process to get the thing that you're looking for is easy. And then you still put emotion into it at the same time, because you're kind of reminding them of the state they're in. And then the thing you're offering them should help move them closer to resolving the problem they're trying to solve or the emotional state they're in, right?

- Yes, yes. This is where you want to make it just painless. You want to grease the skids. You don't want to make the form too long. You don't want to ask for too much from them. This is just, make this a very easy transition. You've already done the heavy, your other videos have done the heavy lifting at this point. The video here, the landing page video is going to be a reminder of all the things they've already seen. It could include some short clips. We may actually put those testimonials on this page to remind them. Testimonials they've already seen in the nurturing sequence. We're actually gonna put them right on your landing page to remind them that, okay, yep, I've saw that. Okay, I'm reminded about how awesome they are. So at this point, we're just making it super easy. The emotion that you might want to attach here is just enthusiasm to please go ahead and contact. Maybe there's a deadline around your offer. A legitimate deadline, not the false scarcity that so many marketers have done. A legitimate deadline, if that's appropriate. And get them to commit and get them excited about it.

- And then I know we took about a sampling of about a dozen clients and just kind of looked in some testing, video versus image on landing page. And there's the number. We saw a conversion increase overall, 12.62%. And again, it's over like a dozen clients, but we did see a lift across the board for people that use video on landing page versus not.

- Definitely, definitely. It works so well. A couple of questions to ask yourself when you're creating these videos. What are they gonna gain? It's picking up your offer. What do they need to hear in order to take a step towards you? This has been, this statement, what does someone need to hear? It's been abused so much. This is not in any way, shape or form implying tell someone what they want to hear. No, no, no. It's tell them what they need to hear. What does someone need to hear to make a decision to choose you as a potential solution to their problem? This is not a smarmy sales technique. This is not lying and telling somebody what they want to hear. No. It's what do they need to hear? Well, we already know as human beings that we need to hear evidence, we need to hear authority, we need to hear risk reversal, we need to hear sincerity, we need to hear, demonstrate authority that you guys have experience solving a problem. That's it. It's a short list and it's designed to be transparent and with rapport. Not something that, let me figure out how to manipulate someone into a sale. We're not there. Not at all.

- Great.

- And then there's a sales page.

- Mm-hmm.

- So kaboom, boom boom. So you've got your landing page video. They've picked you up on your offer. Maybe it's an email, whatever it is. And in some cases, you're gonna be sending people to a sales page without a landing page. Maybe your sales page is just some kind of a combination. But the sales page is really a culmination of everything you've done before. All the attention, all the nurturing, all the evidence, all the proof now comes into this beautiful compilation, a video. What are we doing, Bob? Like, three, four minutes, maybe five? We're not doing super long sales page videos.

- Well, oh, actually, actually we're testing much longer. Perry Marshall, we did a 22-minute sales video.

- Oh, okay. True.

- For the last immersion class that Mark and I are hosting, we did a 12-minute video. And I think the thing here, these are not easy to make. And of course we spend a lot of time creating sales videos for people. I think the thing to caution people on is this is really copywriting in a visual format. So everything you know about copywriting in terms of a sales letter and things like that really goes into a good sales video. I think that's one of the things you're really good at. So it's gonna be difficult to really say, oh, what are all the great components of a sales video on a sales page? But you can see here that it engages every spoke on the wheel. A good sales video is gonna hit all of those eight categories and use a lot of that to build a really good story. I think on the next page, I think you've got some really good kind of information here in terms of like, yeah. These are really good questions. I'd love you to go through these.

- Sure, sure. So this is one of the biggest questions, I think one of the most important someone can ask is, why should someone choose you over any and all options? And I think I can credit Daniel Kennedy to that years ago. It was a beautiful question when kind of developing a unique selling proposition. Perry as well has taken that and enhanced that. But really it is. You just really have to imagine your prospect sitting at their computer or their phone and they've got multiple tabs open and why do they pick you over, maybe they've got five people who can solve the problem and you're one of them. Why you? It's really that simple. I think people have got to get really clear on the specific problem do they solve and be able to articulate it. Again, this goes back to no one cares about mission statements. No one cares unless can you solve this specific problem for me? Yes, I can. Okay, then now I'll continue to listen and let you convince me through your nurturing, through your evidence that you're the right choice.

- And I think one of the big things here with these sales videos that we do, Brandon, and feed stories is that we've gone into the reality that most people are consuming everything on their mobile devices now. And it's become really difficult, I would say, for people to consume like long-form sales letter. I'm not saying they don't work still. What I'm saying is you're creating a media, you're using a media, that's a better way to say it. You're using a media that allows people to consume the sales message in a more efficient way, especially if they can watch it, you have captions on. so you're getting kind of that experience of, I'm hearing the words. I'm seeing the person present. And if you look at some of our sales videos, we interject a lot of B-roll, archival footage, music, graphical enhancements. It really creates a more, it kind of mimics what happens on television, if you think about it, Brandon. The way, like an interview or a news segment, right? There's information coming at people in different ways. And it's enhancing the message, not distracting from it. But yet at its core, it's copywriting.

- Exactly. Exactly dead on. This is traditional direct response copywriting taken to different media and used effectively. We're not gonna use a long-form sales letter to sell perhaps a $20 widget. You've got to make decisions in what is appropriate. For Perry, it's a 22-minute video to sell an expensive service, product service that he offers. Obviously we're not gonna do that to every single product or service. You've got to know your audience and what's gonna work. I also think that audiences have gotten very sophisticated. No one's got the time. And if they do have the time, boy, you better give them something really juicy if you're gonna expect 20 minutes of their time. So there was an era of, what do we call them? Video sales letters, right? So just going to be words on a page with a narrator. And those work. That was extremely effective. However, people got used to them and they still are effective in certain markets, in certain spaces. But people got a little tired of them. They got tired. They knew what it was coming and like, okay, this is gonna take a lot of my time. I'm not gonna do this anymore. So we've learned to create hybrids. So that's why we get people speaking on camera the same thing they're gonna speak in a long-form sales letter. That's why we use captions because I can't even tell you how many times someone is speaking. And if there's a caption below, I'm reading the caption while I'm listening. It's almost hypnotic how that happened. This is how we're trained by media. This is why if you watch any news station, that's why they do it because it's extremely engaging and captures your attention.

- So listed below these videos, there's examples of case study videos and sales videos just to give you an idea. And you can see, what I want you to do is when you're watching the videos, obviously watch the video through, but go back through them and then have the content creation matrix next to you and figure out like which spokes on the wheel that we use for that video. Maybe do like a bingo thing. Like, all right, there's some expertise. Yeah, there they presented evidence. Here they talked about this. Here's some emotion. Make it a little game. But you can see how we can piece those together. Brandon, what I'd like to do, how about I take over the screen? Let's show them the document that they can download now. So we're gonna give you a copy of the matrix, obviously. You can download this. It's it's in PDF format. So we made it here, black and white. Brandon, can you talk a little bit about, before I jump to the next page, what are all these are words that extend outside of the wheel?

- So all these are is just more kind of hints and clues for you, the user for this tool. So let's say you're on the expertise tab. What does this mean? What am I supposed to do with expertise? And these are just simply words that we use to demonstrate expertise. Proficiency, prowess, savvy, ability, competence, facility, judgment, know-how. So, if you're saying, okay how do I demonstrate expertise of this piece of software or the device or product? Okay, so show me, so demonstrate something. Show me some proficiencies. Show me, pick it up and demonstrate it, use it. Show me some abilities. Show me that I can be competent with it. Show me the ins and outs of it. What else? What is another example? If you go to the entertain on the other side, all these words are really just the definition of each one of the modalities. So what does that mean to entertain? Does it mean I have to be funny? I don't know how to be funny in front of a camera. Well, no, I can be relaxed. I can be pleasing. I can be charming. I can be cheerful. I don't have to pretend. If I genuinely love my product or service, what emotion, how can I entertain someone with this idea around using my product? So that's all these words were.

- Actually, what I'd like Brandon, with entertain is you didn't even put funny on here because funny is probably the most difficult thing to pull off because entertainment does not equal funny. I think we all think of Harmon Brothers, right? And we're thinking of Poo-Pourri ads and things like that. But I think entertainment means a lot of things. So entertainment, if any of these things you're able to show you're captivated with your solution, how gratifying it is, that's entertainment itself too, right? I think that's a big deal. Let's go down here just to kind of show you. So like ease. Talk a little bit about this one. How would you take these words?

- This one is, I'm a big fan of demonstrating ease. I think people are into ease and speed. Make my life easier. So when you're in this category, you're saying, okay, how can I demonstrate that someone's life is going to be a little more comfortable? That they can relax a little more? That they're gonna have a sense of satisfaction around the product or service? How do I demonstrate these things? How can I attribute these things to my product or service? I think it's huge.

- Okay.

- Ease is a huge, just a huge lever. When you get to that point where it's time to, like we showed in the document earlier, when you get to that point where it's time to ask for that name or that sale, ease is a big one. Make it so easy for me at this point. You've already done all the hard work. Make it so easy.

- And I think the other thing that we hopefully showed you is that a great video is not just gonna hone in on one of these spokes. It's gonna include multiple spokes. So I think the more things you could touch, the more complete or impactful your video is gonna be. And really the only video we showed them, Brandon, that incorporated all of these eight are the sales video, which of course is the most difficult one to produce on your own, right?

- Yep, absolutely.

- But what we didn't talk about, and I wanted to make sure is you've got this circle in the center. Talk a little bit about that, will you?

- Yeah. So what pulls all this together and what makes it unique is this is about a story. This is about your business story, and I think that's where using video in this way and using this media in this way goes beyond the traditional sales letter approach, right? The traditional direct response sales letter. Really the context is you. It's the business owner. It's the passion you bring. This is not a robotic thing. And I think to be fair, as much as I'm a huge fan of direct response and believe in it, it is absolutely the foundation of how we create our videos. To breathe life to your product or service and to your sales process involves people. It involves you, the business owner. People who, when they speak, you can generally hear the enthusiasm, the passion behind of why they do what they do, why they're choosing to sell this product or service and why it's important to them. That is the story. That is the resonance that a sales letter cannot give sometimes. That's the resonance that comes out through video and video storytelling is it brings humanity to all of these modalities. We learn how to sell, right? But what brings, makes it work is the humanity, is the connection, is that rapport. So the story is the foundation. So this could be like, if I'm the business owner, this could be my personal story, but also it could be the story of my company and the individuals that make it up. Sometimes it's part of a team, right? It's not just my story. It could be that.

- Absolutely.

- I think Donald Miller has done the industry a huge favor with his StoryBrand process. I think he's done more for moving marketing towards understanding story than anybody that I can remember in the last two decades.

- I completely agree. It's so funny is that we're so inclined to story. As humans, we're so inclined to story. Even when making a presentation and Bob, you have more experience than I do in this, but when you pause and you say, allow me to tell you a story. Boom. Everyone perks up, right?

- Yeah.

- Or the difference between allow me to tell you a story with saying, allow me to try to sell you this thing. You're gonna shut everybody down. But there's something about the idea of a story that engages our imagination and curiosity.

- Well, I tell this story in the book and I tell it on a lot of podcast interviews. My very first Facebook client was JD and Amy Crouse. And Amy was the founder of Bolder Band Headbands. And one thing I told her before we produced our first ad was we're gonna tell your story. They're gonna knock off your headband or they're gonna try to knock off your headband. But what they can't do is knock off your story.

- Yes.

- Essentially, we built her brand off of this. Hi, I'm Amy Crouse. I'm a mom, a CrossFitter. I was tired of having headbands that slipped off my head when I exercise. So I created Bolder Band Headbands. That's the story we use to build her brand.

- Beautiful.

- And what we did for years was essentially build up the Bolder Band brand by having Amy tell her story. So we heard stories about her kids, about her marriage, about her working out, and guess what happened? She attracted hundreds of thousands of women just like her who became brand ambassadors and absolutely evangelists for her brand. It grew to the biggest headband company in the world. Won Shopify's Retailer of the Year in 2014, reaching eight figures in sales at its peak.

- Nice, wow.

- That's the power of a story and the power of even a simple, and I'll say it right now, it was a video shot on a very low quality camera. It was real well.

- Sure.

- So very proud of that. Story is very important. So that's why it's the center of everything. But now Brandon, so we want people to print this out and be able to have multiple copies. How do I use this worksheet now that comes with the matrix?

- So it's simple. So what you're gonna do is you're gonna go and you're gonna say, okay, what kind of video do I want to create today for my sequence, for my deep funnel? And simply, you take your product or service and you say, you just go through and jot down some ideas around each one of these modalities. So let's just stick to the left side. What do I want to demonstrate? I know I have to demonstrate some things here for this video.

- So how about Brandon, I'll give you a scenario. I'm a nutritionist and I do nutritional coaching. So I want to create a video to tell people about my coaching program.

- Perfect. So you're in heavy, heavy competition.

- Yeah, that's why I chose it .

- Good, good. So you got some big leverage here, so let's walk through this. So you're gonna demonstrate some expertise. So that could be showing three clients' before and after photos with a timeframe. You're gonna show--

- That's gonna be some evidence?

- Evidence, with some expertise. These are definitely all kinds of overlap. There's no hard edges here, but there's definitely evidence and expertise shown there.

- Brandon, how about if I wrote a book? I would talk about the book I wrote. Would that be a good place?

- Yeah, absolutely.

- That'd be good for that.

- Exactly. You could talk about the book you wrote and then, which would add to your experience. You could talk about perhaps people you've coached. Maybe there's celebrities. Maybe there's teams that you've coached. Maybe there's groups. You're gonna show evidence. You're gonna show those before and afters. And then you're gonna make it really easy to work with. Now it's funny how we have to show ease around a workout, right? Because we know workouts are not necessarily easy. But how are you gonna make it easy for them? Are you gonna do meal plans? Are you going to make scheduling them? Is there a simple app that you offer that's gonna make tracking the workouts painless? Are you gonna have a weekly accountability, a five-minute accountability call on Monday, a pep-talk? What are you going to take away from their life so they can make room for getting better physically, emotionally? Instead of, oh, I'm gonna give you the app and here's a course. And then I'm gonna give you this book and you're gonna jump on the Facebook group. No, no, no, no, no. Take stuff away from me, please. So I can invest my time and presence into your coaching program.

- Yeah, I'm taken too, like the Weight Watchers example where it's counting points. Or Nutrisystem, it's like all you do is select from this menu and we send you the meals.

- Yes, yes.

- That's really prevalent in their commercials. I think it's really good.

- Yes.

- So that's like, what. So let's go to the how side. So what do I want to do for education? What would I do if I'm a nutritional coach?

- So for education, there's a couple of things I'm gonna suggest. And there's so much, so much fitness. It's a sea of fitness education out there and they overlap, like 90% of something will overlap with the video that someone else did, 90%. And then you've got things like, oh, you should do keto. No, you shouldn't eat this. No carbs, some carbs. I mean, it's just, it's ridiculous. So you've got to decide, if you're gonna differentiate yourself and say choose me over someone else, then how you're gonna educate is important because you just don't want to be another, like a parrot. You don't want to be parroting what everyone else was saying. You wanted to make evidence-based. And I'm gonna say, call out elephants in the room. It's an important thing to do, but you want to slay some sacred cows and you can do that with education. And that is, I'll give you an example is we've heard recently in the last several years that sugar is bad or carbs are bad. Are carbs bad? No, not necessarily. High-glycemic, low-glycemic carbs is a differentiation. So you may want to educate on, hey, sugar is not inherently bad. In fact, sugar's necessary. But let me educate you on specifically the types of sugars that are gonna benefit you. So that's one example.

- Okay. And I would think entertain here, again, it's not try to be funny. I think somebody who's excited about their industry. There'd be some charm. There'd be some enthusiasm. Stand up, change scenery, do things that like keep them engaged visually as you're entertaining them, right?

- I would combine entertainment and emotion a lot of times here, because when someone is emotional, I'm not saying like they're screaming, crying. I'm just saying, when someone has a passion, they demonstrate an excitement and enthusiasm around their business, that is really a combination of emotion and entertainment. People want to get engaged. People are going to feed off of the emotion that you're presenting about your fitness. So if you come across as, if they can feel your enthusiasm for having them as a client, you can entertain them a little bit and saying and you can maybe poke some fun at yourself or poke fun at the industry saying, and you can make it comfortable and easy for them to see themselves working with you. It's gold. And I believe that's a really important thing to do with emotion and entertainment.

- And this is where testimonials and case studies could convey a lot of this too. So the emotion would be, hey, I met Brandon and when Brandon came to me he was overweight and couldn't walk across the room without losing his breath. And after working with me for 12 weeks, he ran a 5k, he enjoys life again. And then Brandon, you come on camera and you say, hey, after working with Bob. Of course, obviously this is a fictional scenario . But that's where we're gonna get emotion. That's where we're gonna show evidence. That's where we're showing case studies and testimonials kind of touch all these different subjects. So this is just a tool I think for people to be able to brainstorm. Obviously you can do it on your own notebook, but we just wanted to give you a tool to be able to do this. And hopefully this, again, Brandon, this is one of the most asked about things from the book. It's in chapter 16 of the Ultimate Guide to Facebook Ads. Thank you for contributing that chapter. And I think this tool has really touched a lot of people. So I'm really glad we could put this training together. Obviously we're here to help anybody with their own video issues. If making video yourself as a daunting task, obviously it's something we excel in and we'd love to chat with you. So there's a link below to talk to Brandon or I and be able to go over video ideas and see how we can help you. So, Brandon, thank you so much for coming on and sharing this tool with us. And we hope a lot of people benefit from it and we'll see you on the next video.

- Great, thanks everybody. I hope that's useful. Thank you.

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