On this episode of the Web Video Marketing Show podcast, Ryan Spanger talks to Steve Brossman about how to stand out from the crowd with video marketing. So, if you’re part of the online video marketing crowd, keep listening for Ryan and Steve’s tips on how to get ahead of the game!
Steve Brossman has been using videos to market himself since 1995, and is the author of “Stand Up, Stand Out, or Stand Aside”, “Creating Lifetime Customers”, and “The Relationship Age”.
1. Introduction to Steve [0:33]. Ryan welcomes his guest to the podcast, and explains why Steve’s video marketing experience is so valuable for the Web Video Marketing Show audience.
2. Standing Out From The Crowd [3:23]. Video marketing is accessible to everyone. So how do you effectively market your business online using video? There are so many businesses that are currently copying one-another, so Ryan and Steve bring you their advice on how – and why! – you need to fight to stand out.
3. Video Marketing via Email [5:42]. Steve explains how email video marketing can help you to stay front-of-mind with your clients. Proactive email marketing strengthens your relationship with your clients during the lead nurture stage, and Steve has a number of handy hints for budding video marketers.
4. The Importance of a Smart System [12:51]. Ryan and Steve explain the importance of having a simple, smart system for your video marketing process. It’s not just what you’re communicating – it’s also that you’re communicating!
5. Wider Uses of Video in your Marketing [14:56]. How many ways can you use video for your marketing? Is it just a matter of working with a cameraman and pumping out sales videos – or are there other uses of video that’ll make your relationship with your clients stronger?
6. The Art of the Follow-Up [18:50]. Ryan points out that, in his experience, “people often struggle with the follow-up. And [in his experience] it’s because people don’t have anything of value to offer, and they’ve already used up all their best content.” Steve and Ryan discuss following up on quotes, inquiries and meetings with video, and how being proactive can help sell your business.
7. Being Book Smart [23:24]. Steve explains how he used video in his new book, “Stand Up, Stand Out, or Stand Aside”.
8. Two Tips to Move Your Video Marketing Strategy Forward [29:37]. Steve brings us home with his two most important tips for being a better, smarter, and more effective video marketer.
Ryan Spanger: Hi, this is Ryan Spanger. About 12 years ago I started a corporate video production company in Melbourne, Australia called Dream Engines. Making videos is a huge passion for me, and in this podcast I’ll be sharing with you a lot of the ideas and techniques that I use in my video production business. I hope you enjoy the show, and it gives you clear, actionable ideas that you can implement in your business right now to improve your web video marketing and build a stronger connection with your audience.
I am pleased today to be joined on the Web Video Marketing Show by video marketing expert Steve Brossman, and I guess you could say Steve Brossman is a pretty high achieving guy. From his bio, I can see that he is a former professional track champion. He has published a book called ‘Creating Lifetime Customers’ and he has contributed to a book called ‘The Relationship Age’ that went on to become an Amazon bestseller.
In Steve Brossman’s business, Magnetic Digital Marketing, he trains entrepreneurs to use digital marketing to more effectively market their business. Now one of the things I find really interesting about Steve Brossman’s approach is that while he is a video marketing expert, he is not overly focused on things like tactics and tricks like ranking your video on YouTube or which DSLR camera to buy, but rather Steve Brossman takes the broader view and what he really looks at is how to use video marketing to stand out in a crowded market, and that’s what we’re really going to drill into today.
So by the time you finish listening to this interview, my goal is for you to have some really clear actionable ideas that you can implement right away in your business to help build your personal brand and to stand out from your competitors. So, Steve Brossman, welcome to the Web Video Marketing Show.
Steve Brossman: Hi Ryan Spanger, and thanks for having me. I’ve got some really exciting stuff to share with your people, so I’m looking forward to it.
Ryan Spanger: Fantastic. Well, Steve Brossman, I guess I first became aware of you when I saw a video of you presenting at the Fast Web Formula 2 event. Then we later on connected on Facebook not long after I presented at the Fast Web Formula 4 and, well, we haven’t met before but I suppose through the power of social media it means that I’ve kind of got to know you, I know you are a family guy, you are a proud dad, and I can tell that you really love motivating entrepreneurs. Can you tell me what’s your big focus at the moment? What really is inspiring you?
Steve Brossman: Well, the whole digital technology is very exciting, and the most exciting thing about it is every one of your listeners out there is a potential video marketer, because the great thing now is every smartphone which, if you haven’t got one you’ve got two, is a potential video capture mechanism, and some of the things that I am going to share with the people today they can actually get started using videos in their business in the next 30 minutes for no cost whatsoever, and that to me is probably exciting.
One of the biggest things that I’m actually working on right now is what I call the trifecta of positioning and marketing, and that’s videos, first and foremost; becoming an Amazon bestseller, which I’m doing with my wife and the Digital Authors Academy; and also speaking. When you combine those three, which is very perfect for the people and the entrepreneurs out there, you really do have what I call the holy trinity of positioning and marketing, but the fastest way to get quick results is certainly using videos.
Ryan Spanger: Well, I love what you say about the fact that this is accessible to everyone now and I suppose for people who are entering the business world more recently they might just take it for granted that these sort of tools have always been there, but like when I got into video production 15 years ago, these tools really weren’t as accessible. They were actually pretty expensive, and there was quite a high barrier to entry, but now everyone can use this stuff and should be using this stuff and, like you say, using that in combination with things like speaking and publishing is just incredibly powerful, and that’s all about this idea of standing out in a crowded market. That makes a lot of sense to me because there’s so many businesses out there just copying each other, me-too businesses, and there aren’t that many people who are really prepared to put themselves on the line and stand out and be different. So let’s talk a bit about why it’s so important to stand out.
Steve Brossman: Well, one of the things that I probably didn’t update you on, on the bio is recently I published the book which went Amazon bestseller, ‘Stand Up, Stand Out, or Stand Aside,’ and that’s what is important in business these days is a lot of people are competing on price, they’re down in the lower end of the market, and even if they do provide high-quality services they’re not standing out, so therefore they are just a commodity and they are very price-sensitive. But, if you create that standout factor with your business through the videos and/or communication and providing an outstanding service by backup and creating those relationships, you will be able to stand out and you will be able to get the prices and the clients that you do deserve.
So that’s one of the big things in business these days, and I heard [Seth Godin 5:02], a fantastic quote. “It’s more important to stand out than to be better, faster, or cheaper in the marketplace. It’s more important to be different than just try and compete on, yes, I’ve got better service and I’ve got better prices and I’m quicker than you.” So that’s one of the things that we want to talk about today is showing people how they can actually be different and using very, very simple and cost-effective techniques, which is what I’m all about for businesses. It’s not all about going and getting thousands of dollars worth of video equipment and hiring the biggest and the best to do it. What they’re going to learn today is what they can actually do themselves in the next half hour.
Ryan Spanger: Okay. So let’s talk about some ways that we can use video to really stand out. I know that you are really interested in the idea of using video in email. Can you share with the listener how you are doing that?
Steve Brossman: Well, one of the best examples of doing this – and I’ve got a background in the health and fitness industry. I was in it for 30 years and it’s a very, very competitive industry, so trying to stand out in that market is one of the great ways to highlight just some of the uses that businesses out there can use videos. Let’s just say a client or a prospect goes to inquire with a health club, and there is a fair chance they’re going to click on five other different websites, ring out five or ten different health clubs as to which one they want to go to, and the goal of that health club is to book in that person for a visit. Quite often, that person will book in for three, four, five different health clubs or studios, and only turn up to one or two, which means a lot of people are sitting there with staff just waiting and getting people to turn up. It is a big goal in most businesses.
What I am working with a lot of businesses, in particular the health clubs but other professionals as well, is to create what I call a video sales funnel and that’s creating a relationship with the prospect before they even turn up. Let’s say they’ve rung, they book in for an appointment, immediate they’ll get a video over email that might go along the lines of, ‘Hey, thank you so much for giving us a call today. We really look forward to seeing you down here at XYZ Club. Just to let you know what’s going to happen on your first visit. Someone is going to sit down with you, go through blah blah blah, and oh, by the way, don’t forget to pick up your free gift when you get here. We really do look forward to seeing you down here and helping you achieve your goals. [Click 7:21] love and kisses whatever.’ Now, let me just say, if you got that in your inbox just after you rung somebody, do you think you would turn up versus going to some of the others?
Ryan Spanger: I think it’s definitely going to make you more interested in turning up, because you’re building the relationship already. Prior to that, it’s just like being a cog in a machine, it’s fairly impersonal; but I’m already getting to know you before I turn up and I can see, yes, this looks like a person that I would like to learn from. They seem to be an expert. They seem to know what they’re talking about. It looks like it might be fun.
Steve Brossman: More importantly, taking that extra step shows several different things. (A) You care enough to do something. You’re not just a number, come and visit and we’ll put you through a cookie cutter machine, but you’ve taken the time to do that; that person is looking straight down the barrel of the camera and they’re talking to them. Now, that could be actually a mass-produced video that’s sent out to everybody, but because you’re actually talking directly to them one-on-one, they feel as if you’re talking to them.
So it’s very simple to be able to do that and be able to systemize so that goes out to all those people. If it’s a couple of days’ time, you may want to give them another quick video email that sends out saying, ‘[Mary 8:35] we’re really looking forward to seeing you down here tomorrow. If you’ve got any questions or if it’s not a convenient time, you do have to reschedule. Please click the button here and we’ll book you at a more convenient time.’ I mean, you’ve got three touches of them, (a) the first inquiry call; (b) the first video, then the second video. As you are starting to get those touches and building the relationship, it starts making it harder for them to leave you than actually join you and you haven’t even seen them in the front door.
This works for business after business after business, and I’ve got a lot of my clients and a lot of people that have just gone through some of our training, that’s implementing these in the beginning stages. Now, we’ve had increases in share rates by 50% to 60%, which is getting them excited to turn up, and also having a great relationship as they walk in the front door. Not only are they getting more people turn up, but their close rates are much higher because they’ve already started that relationship. These are just very simple things that just about anybody could implement in their business.
Ryan Spanger: I agree. I’ve used this technique quite a bit, and one of the cool things that I love hearing is when you meet those clients ultimately and they’ll say something like, ‘Ah, you’re just like you were in your video,’ or, ‘I feel like I know you already.’ One of the things that I think holds people back and I sometimes find [stumps me 9:57] me is the time involved and a system that you need to create this because it’s easy to get busy and end up not doing the steps. So can you talk about ways that businesses can systemize this so that they may have good intentions and may plan to do it but end up not doing it just through lack of organization?
Steve Brossman: Well, it’s a very simple process really. Let’s just go back to a business that maybe like the health clubs, and they can just have one video shot. Now there are several email programs, video email programs that are out there on the market. They can start with the simplest right through to the most complicated, but it’s just a matter of typing in, working out which one they prefer. You can have that video loaded into your program. At the end of the day, from a spreadsheet, dump in 1 to 10,000 names, if you’re getting that many inquiries, hit the button, and send it out.
So as a part of your end-of-day close-off to each of the – could be a receptionist, could be a salesperson – as a process, the end-of-day close-off is send videos out to all those that inquired. The same situation could apply, it would be send a video out to all of those who turned up and didn’t buy; send a different video out to all of those who turned up and joined – ‘Hey, we’re so excited for you to get started with us today, blah blah blah blah blah… oh, by the way, training with a friend is always lots of fun. Now that you’ve got going, does anybody you think that you’d love some time with, bring them down.’
So, it’s a referral mechanism as well that you can systemize and can be put into a whole strategy. It’s not just, ‘Oh, I better send a video out.’ It’s a matter of sitting down and working out the sales process, the video process, how you want to look after your people, and it can be a very simple process.
Now, recording a video like that is as simple as sitting in front of either a webcam; in fact, if you looked at my office – and I shouldn’t tell you this – the only thing that is really tidy is over my shoulder in line with the webcam. So, if you’ve been into a TV studio, it’s just like a big barn, but there is one corner that looks really nice and that’s the actual video set. So you could do it on your webcam, you can do it on your iPhone, you can do it on your iPad; it’s just a matter of shooting a personal video directly to that person and then systemizing when it goes out and how it goes out.
I do personal one-on-one videos to everybody that I meet and that inquires with me, and I can load the whole system up, I can do it personally one-on-one, and it takes me 3 minutes per video to shoot, upload into the email, push the button, and send. So if you really want to increase the close rates or the relationship with your people, 3 minutes is not a long time to spend.
Ryan Spanger: Absolutely. I think the key here of what you’re talking about is have a system, have a process, and keep it simple. There is no need to go overboard with technology. Just work that system and get it done and get it out there consistently.
Steve Brossman: Ryan, you hit on it just as you were introducing me that you saw a video of me, you haven’t met me in person, we’ve seen videos of ourselves, we’ve got a relationship, and we haven’t even been in the same room at the same time. So many people that watch my videos as I just send them out on blog posts or they’re watching other videos, when I meet them for the first time say, ‘Hey Steve Brossman, how are you doing?’ as if they feel that they know me, and that’s what this is all about; it breaks down the barriers.
I’ve got a client who has been doing work in his particular business for 10 years, sending out proposals. Within three hours of doing one of my workshops, he started using video emails. He sent off a video with a proposal. For the first time in 10 years, somebody walked out of the building, shook his hand, and said, ‘Hey (his name), fantastic to meet you. Love the video. Let’s go.’
Ryan Spanger: Yeah, love it.
Steve Brossman: And that breaks down the barrier and [inaudible 14:04] not ‘Hey, listen, I feel as if I know you,’ but ‘Wow, I got that video,’ and it starts talking about something. It’s a rapport building exercise, but let me tell you the great thing about it that is a fantastic by-product, no one’s doing this or very few people are doing it in the way that we’re doing now, and it shows that you are innovative.
Now when you’re doing something that’s innovative like that, there is the perception that that transfers right across the rest of your business, and I’ll want to start inquiring and doing business with you or at least talking with you, because you’re perceived to be an innovator out there in the marketplace, and that is a great transference of innovation and I’ll think, well, if they’re doing this, then everything else they’re doing must be leading as well, and that’s a fantastic way to stand out.
Ryan Spanger: Standing out, exactly. So apart from what you’re communicating, just the fact that you’re doing it is getting you half the way there. So, we were talking before about building rapport, about nurturing relationships, about connecting, about encouraging people to come in and try a product or service through videos, and then you went on to mention video proposals. So let’s talk a little bit more about how people can use videos to accompany proposals that they send out to potential clients.
Steve Brossman: I’m going to ask everybody to put their hand up. Do they believe that they could verbally describe how their product or service works better than talking and putting it in a piece of paper? To a tee, I would imagine that everybody out there would be putting their hand up. ‘Yes, if I got in front of somebody, I could explain it better.’ There is no way that you can capture the essence of what your proposal says just in paper, but what a great way to do it is to send a video with it. That might be, ‘Look, this is how we arrived at this fee because this, this, this. We need to include this or one of the other ways that we can do is this.’
One of the big things that I teach in everything that I’m doing is ETM. If you get your ETM right, it will turn into an ATM. ETM is emotion, time, then money. If you can provide an emotional connection with the people, they will spend more time with you or reading your proposal and product, and in the end there will be the money transaction. One of the things that’s really hard to get across in just the paper, a paper proposal, is the emotional value of your product or service. However, if you could do a video and show the emotive reasons why they should connect, whether it’s going to be saving them time, anguish, money, things like that, it’s the in-between-the-lines things that you can get across in the actual video itself. You will stand out.
The other factor is, no one else is going to send a video with their proposal, so you’re going to stand out amongst the crowd, and again you’re shown to be a market leader, you’re shown to be innovative, and people will look at the video in conjunction with the proposal and say, ‘Ah, I get it,’ and that’s what you want them to say.
Ryan Spanger: That makes so much sense because typically the style of a proposal can be quite dry; it’s very factual, it’s very rational, and yet we know that people buy on emotion generally and then justify it with logic. So putting yourself in a video inside the proposal means that you can evoke more of the emotion because they’re connecting with another person when you talk to them. You can talk more about the benefits about the effect that this product or service is going to have on people, and they’ll see your face, they will see the emotion, they’ll see some vulnerability, and see you as a person and actually imagine what it’s like to do business with you. So that really makes a lot of sense to me.
Steve Brossman: Usually proposals are business to business and, as I say in videos and in live events, B2B does not mean building to building; it still means person to person. One person or a group of people in one business is going to make a decision to do business with another person or a group of people in another business. It’s still people to people. [inaudible 18:07] to get that is, ah, they’re just building it on numbers and things like that; it all comes down to the numbers.
Well, to a sense it may come down to the numbers, but if you can justify your numbers better than anybody else and I can’t find a better way than a video, it doesn’t need to be just presenting to camera; it could be a slide presentation, could be a voiceovers with product demonstration, ‘This is how it really works, this is how … can’t really do it in the paper,’ then you’re going to create that emotive connection that they will spend more time going through your video and your proposal, and in the end they will be more emotively connected with you to justify the decision that they will do business with you.
Ryan Spanger: Absolutely. So we’re now working our way through this sales and marketing funnel from basically connecting with people, building rapport through video, encouraging them to connect through your videos, explaining your proposal, and then the next stage is the follow-up and that’s an area that people often struggle with, and I think it’s partly because they don’t know [inaudible 19:12] something of real value to offer after the sales consultation. They’ve given all their best stuff, so they may follow up with a phone call or email with something along the lines of, ‘Just wanted to make sure that you received the quote’, or ‘Did you have any questions?’ or ‘What did you think of it?’ All they’re really doing is being an interruption in their prospect’s day. In my business, Dream Engine, we do a lot of follow-up by video and I know this is something that you talk about and teach your students. So can you give the listeners some tips on how to follow up by using video?
Steve Brossman: Let’s put it back into the sales process. We just had a meeting, we’ve gone over a few different things, and at some stage we need to have another meeting or I’m sending you some information, and there needs to be that dreaded word ‘follow-up. Now follow-up is basically an excuse for sales pitch, and anybody who uses the word follow-up it’s all about, ‘Hey, I am going to pitch you.’
I am going to give you some lines that I used with my students and my business itself that just changed the whole landscape of it. So, Ryan Spanger, we’ve had meeting today; I am going to give you some information; and my ideal is sooner or later we’re going to talk and we’re going to do a deal. So you are going to get a video. ‘Hey, Ryan Spanger. Steve Brossman here. What a fantastic meeting today. I am really looking forward to working with you. I’ve just [sent over 20:35] the information where we’ve been talking about. And, by the way, I included some extra on this, this, and this. And Ryan Spanger, look, to save you time, I am going to give you call on Friday at 9:30 just to answer any questions that you may have and see how we can move this forward. I look forward to talking to you then. Cheers.’
That’s got a lot in it. If we want to dissect how to do a video like that, 30 second video about what it is that it means that yes you’ve done what you said, you’ve sent the information over, you’ve followed up personally, so that’s another touch of you personally. It’s like wow this guy really has fantastic service, and that sort of service is a company or a business or a person that I want to do business with, because they are looking after me. The line of ‘to save you time, I’ll give you a call’ and then specify an odd numbered time is changing the whole thing of please get back to me if you’ve got any questions.
Like business gets in the road, for all good intentions, they may have wanted to get back to you, but two or three weeks later, you’re still sitting by the fan. If you do that exact line, look, just to save you time, I’ll give you a call to answer any questions; it’s a follow-up sales call for goodness sake, but the perception is, you are going to save him time, give him greater service again, and then you are on the front foot because you specified a time. The number of people that I’ve sent that to that I get an email back within 30 minutes, ‘Fantastic, look forward to talking to you. Oh, by the way, 9:30 is no good. Can we shift it to 10:15? Great.’
Ryan Spanger: That’s a really powerful tip and it’s just about being proactive and being useful, and I do like the fact that you picked up on my use of that term follow-up because regardless of technically what it may or may not be, this is all about standing out and standing out means questioning that traditional sales process as normal, because more and more people just don’t want to be sold to. They have access to the Internet, they have access to information, they can gather most of the information that they need without being sold to, so the sales game has shifted, and I think it’s quite useful to question that terminology, follow-up, and let’s talk more about connecting and sharing information and being helpful and helping to solve challenges
Steve Brossman: Yeah, and there are so many people out there that are in the sales game and solve, provide solutions, don’t sell, and by using that or a similar script to say ‘Listen, to save your time, I’ll give you a call to answer any questions.’ That is a really nice way of saying, ‘Hey, listen, I am here for you. This is how we do business. We solve problems, and let’s move forward.’
Ryan Spanger: Cool. Now you mentioned before in your book ‘Stand Up, Stand Out or Stand Aside’ you’re actually using video within the book which is quite interesting and exciting. So for the other platform of video and you mentioned public speaking and publishing, can you share with us how are you using video in the book?
Steve Brossman: Well, I’ve got to tell you that I got my back kicked by my wife. She is a digital publishing expert. She set up Digital Authors Academy a few years ago, and now we run the Best Seller Impact program, how we get businesses to become an Amazon best seller. Look, put me in front of the camera; I love it, I am fine, I can talk; but put me in front of the keyboard, I hate it. So I am writing the book, because she said I had to, and I was struggling. She said, [will I be 24:11] following this system, and I thought no, I am not. So I eventually followed her system. It became so much easier.
‘Pam, you know, I am the video guy. I don’t like writing.’ She said, ‘Why don’t you put videos in the book?’ I said ‘What?’ She said, ‘Put videos in the book.’ I was like, ‘Okay.’ So what we’ve done is I think there’s different videos in the book, so if people buy the Kindle version, they can actually click on a live link, go to a page where they can watch videos of me talking and explaining various parts of the book. It’s a marketing book and there are various things in there that are so much easier for me to explain. Most of the time it’s me talking in front of a whiteboard explaining a concept within the book. So as they are going through the book, they can watch me explain in person different marketing concepts within there.
Now the thing is when they buy or when they get the physical version of the book, we’ve got QR codes in there, so they could actually be reading the book, pull out their iPhone or iPad, scan the QR code, I can be talking to them on the phone or iPad or whatever, while they’re actually reading the book and I can be building that relationship with the people. The book is written in very simple conversational terms, but some fairly great marketing concepts in there, but then I can extend that relationship and they can start building a relationship with me in there.
Now after they have watched the third video, the next couple of links that are in the book can send them to a place where they can actually have a taste of my coaching program. As they go through, watch the videos, fill in some sheets and just do some what I call ‘Change the Game’, how they could change the game, just stand out more in their business, when they get to the end of that, they can actually register to be one of 10 people who could win a free strategy call with me each month. So the book is actually a very, very strategically built sales funnel, using videos, using downloads, and using the integration of that so they can actually start talking to me live in person.
Now I’m sure there’s a lot of businesses out there that when somebody reads a book, watches the videos, goes through a taste of whatever your product or service is, and then picks up the phone to call, or at least books in for a call, they’re a pretty hot prospect, and that’s working exceptionally well for me. So when I get to talk to people, I know who they are, what they’ve done, they’ve filled in the Change the Game program, they’ve at least done what they’ve told and followed orders and followed the sequence that they’re the type of person that I actually want to do business with, and they’ve identified that somewhere, somehow, I may be able to assist them in their business, which is why they are registering for a call with me. It saves a lot of time, effort, and money and it’s created a relationship because I’ve got videos in the book that you can go way beyond just a print book.
Ryan Spanger: That is such a cool idea. I mean firstly, you are practicing what you preach, so you are putting videos in there just like you teach. You are giving people a much more immersive experience. You’re standing out, but also like you say, it’s a funnel. They are basically self-selecting, so that by the time they get to connect with you, they are really quite highly qualified and they’ve basically qualified themselves.
Steve Brossman: Yes. That is a very important part to me, because I know there’s a lot of people out there that are busy people, and anybody who is a coach or a consultant, integrating a book and videos like this is definitely a way of the future. A lot of my clients are doing exactly the same thing with great success. If you’re a person-to-person type of business, similar to this, that it’s a very simple system to put together, it’s not that complicated at all. It’s just a book. It’s a WordPress website and a CRM follow-up system. It’s not complicated. It’s a matter of okay what is the strategy that I want (a) from the videos and (b) from the book, and how can I get people to get a taste of me, the old saying, get to know, like and trust me, well and truly before they get to meet me.
Ryan Spanger: So the book’s called ‘Stand Up, Stand Out, or Stand Aside’ and that’s on Amazon.
Steve Brossman: They can grab it on Amazon. You can grab it on Amazon. I work and support Camp Quality, so the proceeds will go to Camp Quality. I hope that they will find some great marketing tips in there, but (b) to actually follow the sequence on how I built the book and replicate that would certainly be a great bonus to the people out there.
Ryan Spanger: Cool. Well, Steve Brossman, you shared some really powerful ideas on how to leverage the power of video, and we’re only really scratching the surface here. So if listeners want to learn more about you and your work, I suggest they head over to Steve BrossmanBrossman.com or MagneticDigitalMarketing.com.
Steve Brossman: Steve BrossmanBrossman.com is under construction right now. I am just actually morphing across into that, but MagneticDigitalMarketing.com they can actually grab the first couple of chapters of the book free on there and have a look. They can connect with me there and I would certainly love to assist any of your people for sure.
Ryan Spanger: Of course, on MagneticDigitalMarketing.com, and I’ll put a link to that in the show notes. So, Steve Brossman, just to finish off, what’s the one thing that you’d recommend listeners do now as soon as they finish listening to this podcast and move their video marketing strategy forward?
Steve Brossman: Can I take a couple of minutes and do two?
Ryan Spanger: Please.
Steve Brossman: This may take three minutes. A lot of people have a fear of getting in front of the camera, and the biggest reason they do that is because when we look at ourselves all day, we look at ourselves in mirrors and at a mirror image, and that’s what our brain processes. When we look at ourselves back through the camera, we look at the true image. So it’s a reverse image of what our brain processes and it doesn’t like it. As soon as we start looking at ourselves back on camera, the brain says, yuck, that’s not me, because everything is on the wrong side.
So we have to get over that and we also have to get over the way we sound. Sound waves travel different through liquid and bone, which is internally than it does through air. So we have to get used to listening to ourselves and watching ourselves.
So the first thing that they have to do right now is video themselves and watch it back four times; video themselves, watch it back another four times; video themselves, watch it back again, and do that five times. When they get used to watching themselves, their videos will go through the roof. So this is part of video speaker training that I go through with the people, and I know people will not do a video because they don’t like looking at themselves. If they get over this, they can get in front of the camera, forget about the camera looking at them, use the lens as a telescope into the life of the person that you’re talking to.
You are talking to one person at a time, look through the lens, and specifically talk to them. Then it’s a matter of jump in front of the camera, a webcam, and search online. We use Eyejot. It’s a very simple email campaign. Play with that, but the most important thing is do it and do it in the next 30 minutes, get your phone out, and then watch yourself back four times and then gradually get better and better at it.
Ryan Spanger: Okay, cool. So that’s the first thing is get out there and film yourself, and I remember the first time I put myself in front of the video and watched it back, I don’t know if I was more kind of shocked or upset, and I was just sitting there looking and going, ‘That’s not me. That’s not how I sound. That’s not how I look.’ The other thing you start to notice is some habit that you probably weren’t even aware of that you can start to refine them, but get out there and give it a go and get used to them, and before long, you just get more and more comfortable in front of the camera. So that’s the number one thing to do right now, and you mentioned there was a second one.
Steve Brossman: Well, the second one is basically have a look at any of the video email programs out there, see which one best [inaudible 32:21]. I said that Eyejot is the simple one that we use. There are more complicated, more complex, more robust, but to me simple is the best way to start. Get started on that and just do it, just do it. Just get in front of the camera first and watch themselves back a fair bit and then start sending video emails out, even if all you do was just send it out to friends as the test and a trial and then start sending them out to clients as a [inaudible 32:56]. Then integrate and build a video sales funnel and just watch the improvements in your business go through the roof.
Ryan Spanger: Great advice. Get out there in front of the camera and then find a simple way like Eyejot to send out your videos. Steve Brossman, thank you. It’s been really great talking to you and really appreciate you coming on the show and sharing such powerful tips.
Steve Brossman: You’re most welcome, and I would just want businesses out there just to take the next step, and if today made it a very simple step and a very easy next step to do it, that was my goal.
Ryan Spanger: Thanks, Steve. It’s been great talking to you. Thanks, everyone, for tuning into the Web Video Marketing Show. To check out the show notes or a transcript of this episode, head to WebVideoMarketing.com, and once you are there if you have a comments, question or a suggestion for a topic you’d like to hear more about, that’s the place to connect with me, and you’ll find all the things that we mentioned in this interview and all the links there, and there’s also plenty of resources on the website about how to plan and shoot and improve the quality of your videos. So look forward to speaking to you again soon on the Web Video Marketing Show.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience more effectively by using video.