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Building Your Audience with Live Video

Lesson 7 of 26

Being Authentic & Telling Your Story

Casey Zeman

Building Your Audience with Live Video

Casey Zeman

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Lesson Info

7. Being Authentic & Telling Your Story

Lesson Info

Being Authentic & Telling Your Story

You're off authenticity is is really the asset that you have over everything else just who you are personally even you know you might think I'm too doll, you know I don't have that spirit I don't have that charisma that that guy has iran genial ron you do you have in your own personal christmas your own authenticity, your own you know you're you're really you're a real person. So that's what you really want to start thinking about just how to tap into who you are and not I feel ashamed about it not feel like that's going to stop you when you're when you're speaking about whatever expertise you have it's really about believing in that and just and with authority just pushing that through so s o I say practice being the best to you, you can possibly be all right so stick in the number four which we just talked about is which where we lead into don't show your imperfections or weaknesses and this goes back to earlier, so stick before don't show your imperfections or weaknesses when excuse...

me that person was mentioning about their weakness vulnerability is different than weakness andi I personally think that the the most the people that do the best are the ones that have their little quirks or imperfections maybe they have they have an accent maybe to have a stutter maybe they have anything I mean what you are person what you have you know you personally is you and this is your imperfection needs to be embraced I mean that's that's what it's all about those people seem to do better because they stand out they have their own unique qualities. So when you hear someone say you're in perfect, I say embrace that and your weakness I think is based on this if I was trying to say earlier is based on somebody else's counter perception of strength your weakness is based on somebody else's counter perception of strength right? That you're it's like, if I'm a pretty pretty person princess person, whatever and I'm looking at someone who has braces and you know, is this someone who I would consider a dork that's my perception of that person has that that's their weakness but that's just my perception to somebody else they're not that and so your weakness is actually just a perception of somebody else's counter strength, right semi sense so I'm bad at math is at my weakness no, because I'm not a mathematician, right? I'm not attracting an audience who perceives my weakness as a conflict to my expertise, right almost even if it is a conflict to your expertise on really matter, you know, if I'm speaking about public speaking and I have a stutter, so what so what? Because it's still public speaking is all about beaubien authentic not trying to hide behind that your stutter I say embrace your stutter is that counterintuitive I say embrace it I save the more you embrace it, the less you'll probably stutter that's my guess what do you think about it? The more you'll stutter, the less you think about it, the lesser stutter so my personal opinion is that we don't have weakness this is just my personal thing I don't know what it is, but we have character traits we have good days, we have bad days, okay here's an interesting story very quickly so I had an added acting teacher back in the day, and the reason I'm talking about this stuff is because as an actor we are taught um we're talking a few different there's a couple different schools of thought on how you should be an actor on approach, a role being an actor as like someone who, um has to sort of, uh kind of, uh, do an impression of somebody else or they're actors out there who immersed themselves in a role but still are themselves as that is doing that role and really public speaking and getting getting into front of the camera is the same thing it's kind of positioning yourself in that in a role but really believing and becoming just in tapping into who you are personally just staying with you, you are so I had an acting teacher at one point and just tell me to stop fighting against the fact that I had a cold. I remember one time I had a cold and she was like, why you keep fighting against the fact they have a cold? Just embrace the fact that, you know, if you need a cough, cough, it's just a part of the it's just a part of the humanity that's happening in the scene, so if you need a cough cough, if you need to, you know, sneeze needs don't don't feel like you have to stop yourself from from from doing those things that naturally come to us as humans because we're connecting to humans so it's, you know, you never have to falsify yourself. You have to have toe become like this blank document just you never have to do that, and you don't have to act like someone you're not having energy is different from faking energy. Charisma is wonderful. Having charisma is great. Being able to be energized and excited is perfect, but make sure you're excited about what you're talking about and a lot of a lot of people that are in positions or rolls or jobs that they don't necessarily believe in, what they're maybe selling believe in what they're marketing out to the world. It's a sort of a big problem? Uh, so so I say there are no weaknesses, and you have to embrace this concept that you have an audience no matter what, no matter what, you have an audience out there that resonate with you, particularly personally on a very, very real one on one level, ok, everybody has an audience, no matter who you are, you don't have to act like somebody or not, I helped and repeating myself, I feel like I'm repeating myself because I feel very strongly about this fat act that we're trying to tap into our authenticity, because eventually, when we start going into doing your own show, I want to start again. Once you keep that in mind, I want you to keep that that that that feeling of I can do this, it's this confidence and this ease, I want you to feel the ease I want you to relax into, and I want you to just remember you are just to be yourself so point that I think is something that way we've experienced in almost we've been working broadcasting for a long time, but that's the essence of when you start all right you can fall into the trap of trying to be somebody else on that's the worst thing you could do what? What the audience wants to see is who we are, right? You're absolutely right in making that a very valid point. A lot of us do we see someone? We were we love we love that person's energy when you guys wrong was like others. Energy is so good. I wonder if I can come in there do he's like a doctor who joke something? How could I do that? Okay, do it, doctor? Who? I was thinking about that in my head but that's like that's what we do, we we because we're humans we love when we see good charisma we love when we see good energy and we want to kind of embrace that and become that some to some way and we start thinking about oh, wait, maybe I'm not personally good enough just me by myself as I am. But eventually, throughout the course of this course, I want you to start really tapping in that you are good enough that no excuse me no matter who you are, be able to tap into your own authenticity is going to allow you to be in any situation with anyone, no matter who they are, how much charisma they have and and you'll be able tio to be there with them. So that's what that's? My goal for everybody. Okay, so here's the thing, uh, there are going to be those who are more knowledgeable than you. There are also going to be those who are less knowledgeable than you. Who is your audience? I'm saying right here, those with more knowledge or not your audience? Yeah, because clearly they have more knowledge than you. And you shouldn't worry about those people, right? So that's something that stumps us a lot when we think about competition we're thinking about, you know, there are already here's here's someone here's an example. I have this guy who's really good with guitars, he's, a really good guitarist, but he also pulls guitars apart, put them back together again and tweaks and then things like that, I was like, you know, you should really make videos about that, like that's incredible he's. Like now there are videos out there on the web, people doing it already. I'm kind of boring and, you know, what could I do? Differently and they're they're you know they're very technical and I don't really I just pull it apart and put it back together and I'm really not the technical minded person was like what are you crazy that's perfect you know, do you know how many people are probably just like you that aren't technically savvy when it comes to removing all this stuff and they're probably just their minds orb our soling like blown from having a deal with all those technical, those technical people that were there like, just give me someone who who understands me who can just like do it without all the technical stuff people are probably thirsting for that I was like, you're crazy that you think that you don't have an audience for this in fact, you probably have a larger audience than they have so but we do that way sort of compare ourselves to people that are more that are there that are also out there that we perceive as as people that no more and oftentimes they do, which is absolutely fine those people are not our audience, our audience or those who do not have the knowledge that we have right? So when you're going through this process I want you to start thinking of confidence and authority and confidence and authority excuse me in a very different way when you think confidence and authority you probably think someone that's propped up and walking around and very confident, staring you straight in the eye confidence and, you know you've heard that there are certain things, a certain tell confidence signs. If I shake your hand, you have to have to look you in the eye and shake your hand, which technically is a good idea if you know if you gonna shake someone's hand, but but I want to throw all those concepts out the window because confidence and authority is is really based on one thing in its empathy. Um, understanding what someone is going through is it is even more powerful than then that this concept of confidence and authority, if you are confident that you know that someone is going through something and you want to help them with that that's, the confidence that you need, right, if you are your authority, can come later. Let me just say that your authority can come later if you have a goal and desire to help someone. I want you to start thinking about that as the confidence, and if you help them that's your authority now, you might not know as much as the other guy knows about this same topic, but if you can position yourself and push yourself to really connect on that level with that without audience through empathy andi confidence that's the authority that is that is that the confidence right? So so confidence and authority I'm relating to empathy I want you to kind of think of that that being a leader being someone who's leading who is someone obviously who has authority leader has authority the best leaders are not the ones who bark orders the best leaders of the ones who have empathy and thought they care about their community that care about the people that they're that they're bringing in and they want them to succeed over themselves they'll feed their community before they'll feed themselves right and that's what authority is all about that's what leadership is all about being empathetic and right okay, so let's move into a different point of this ah and if we have any questions you're gonna you can pop them in. So question for the audience who is your ideal audience or client who do you attract already so s so let's let's do this um let me I want to ask that right now of the online audience who do you attract right now? Okay um and and then for you guys to start thinking about that right and so there might be a question of how to find that out so how do how do you find out you were exist who your existing customers are um so sorry how do you find out what? Let me go back let's go back right. So how do you find out your ideal audience or client here's how do you have an existing customer base right? Who are they? And we're going to talk a bit more about this and we already covered a little bit about this do they have? Do you have an existing subscriber base? Right? This is how you can find out who your audience is. Do you have a group say on facebook or some other community where everybody is hanging out, where you're all the people that are within your community or hanging out and maybe someone who posts on your social media? Um that could be someone who is your ideal client, client or customer? Have you voiced your hopes and dreams and do these people resin and these are ways that you can essentially find out who your ideal customer a client is. So here, here's mine. Um I did a study at some point, I think it's very close it's marginally pretty close where its men and women but my my community I did a survey of all my customers and, uh, actually surveyed my c r m to find out male female age and things like that and this is what I came up with that my community are generally women aged thirty five to fifty five their education they went to college andi what do they want to learn how to use video and webinars to build their business ethically and true to themselves that's what I've realized that that my audience is right so you want to start thinking about who your audience is by maybe even doing some audience our client profiles, you know, figuring out everybody who's in your groups or everybody's on europe subscriber lists and figure out who your ideal customer is and then of course, it's all about understanding your audiences problems needs and concerns, right? The reason we're talking about this is this is all about discovering who your audience is who is? You are resonating audience that's what this section is all about so who is your audience and what does your audience want from you? What a craving for what they craving they're probably creating something they need something and that's what you're essentially providing them also think about what community are they a part of? What community does your audience hang out in? Is your community on unlinked in is that community on facebook? Is that community on twitter? Um if you're a gamer and you're fourteen years old and you're attracting those customers, are you going to go toe lincoln? No, you're gonna go to twitch, you're gonna go to youtube because that's where my audience is that's where my potential customer is that's where they hang out yes, a little about a lot of this I think it feels like to a degree it assumes that you have some audience, you know, but I think there are some people that have put this story and he who are really studying from like perhaps they have friends who are on facebook or something like that, but they might want to build their audience up and, you know, it was a caring to may when we were looking at building audience that you know, just from what we're looking at online that for instance, as studio audience today coming to creative live, there is a lot of interest online in what these people in the studio are doing and how to get in contact with them straight away. So I guess that's building their audience right by coming into creative life, being part of a live audience suddenly had this incredible audience I've never met you before, I mean, there how do you look at building an audience more from scratch? Yes. Oh, so I'm sorry. I did not say that. And this a lot of this stuff about how to how to figure out your ideal audience is what your is essentially how you're going to attract your audience, right? If you don't have an audience already, then what oftentimes do is I'll I'll go to facebook and I'll see who might my if you don't have let's say, if you don't have customers, you don't have an audience, then you go to facebook. You may be asked impertinent questions about your business or your passions and see who resonates with him, right? Those people can potentially then become your audience. Andi, if you're asking, how then do you get those people to become community members? How do you get them to become customers? Well, that's what we're this whole thing is about doing online events to build in, to have those people come into your funnel and essentially market to them later. So right now, what we're trying to establish is who the audio who that ideal audiences who do you resonate with? And once you figure out who you resonate with, get them to come back and do your show right, come back and watch your show over and over again. Sometimes you can do things like partner with people on bring bring someone who resonates with you on as a guest for one of your shows, let's, say, and then you're leveraging that person's potential audience and building up your audience with that with that person together. S o these air these airways to build your audience. The content that you're going to be providing is the way you're establishing and building your audience that's, that's pretty much what it is but to be able to know what the contents gonna be about, we want to know what your audience what's your audiences biggest issues or problems or considered concerns are and how you can address that. And so what we're talking about right now is is how you can really figure out who that audience member is, um either through, you know, asking may be friends on facebook. Um uh, you know, putting putting out like, if you have any, if you have a friend who can recommend you to somebody else because they say, ok, you know, dennis does this I think this person really would resonate with dennis, you find out what that person's all about, and then you target that particular person online, whatever that person is thirty five to fifty five woman college that that becomes your ideal client or customer that's the type of people that you bring into your business marketing through, say, facebook, you know, bringing them into facebook groups and we're going to have a full session all about marketing at some point here using youtube, obviously these videos this content that you're creating this, this is the way to funnel in thes leads this's the marketing using these the live events and using video this is the way you bring people in and the wonderful thing is as I mentioned earlier, you're creating these live events to get in front of your audience because these live events I have what I mentioned before social and search combined meaning they have the connection the one on one connection but then they also have the ability to get right to the first page of google so that your audience confined you all right? So does that answer some of the questions that people were having? Okay, so so again, as I said, where is your community hang out? What is the general opinion coming from your market or community? Um I know I want to do video but it seems hard I hear that a lot that could be a kn opinion about the people that are in my community that want to make that love video but then they think how well, what kind of do I have to get the expensive equipment to do video I don't want you know I want to just get the video up and going towards the rent right out you know, a full script out of this do I have to do you know, an hour every single day or every single week of pure content I don't want to get burnt out? How do I do quick content, minimal equipment get it up and running but still position myself to not look like a jerk that's what I care about right? I just want to be able t look ok do the you know, the minimum viable set up to do that and then do it so also think about this what is your communities language? What do they what do they used to hearing day in and day out, right? So we all have a different language based on whatever community we're in, right? You know, marketers here a lot of traffic and conversion photographers here. Well, what if photographers here guys, the photographer's here, a lot of white balance and I'm not a photographer, so I apologize, but you know, no, you're the audience know the language of your audience because that's, what you're going to filter in excuse me when you're doing your show being able t use those the languages will help you not only get found by that audience because when you're doing a live stream event, if you're like, we're going to teach how you can fix your white balance when you're doing your you know, when you're when you're doing your outdoor lighting and filming, I'm really bad at this I'm sorry I'm not I'm not making I'm not doing a good one here for photographers, so I apologize if you're a photographer but but being able to use those buzzwords that your community uses will help you not only get found in google but also help to have those those people that know those key key language bits will they'll be ableto find you all right? They'll be able to say, ok, this person is talking about this. I resonate with that, that you'll know who your audience is at that point, does that make sense? Jean this is not really about me, because when you were introducing what you do, you talked about the soul and is a business coach. I couldn't talk about the soul with my target audience, but you can and it resonates very well. Yeah, those are buzzwords that your audience might not adhere to understand or care about your audience does that's the biggest thing? The language is very important, not only in just connecting, but the bigger thing that I like to say that search that search factor let's put it let's, bring it back to business if you doing events that talk about the soul and someone's looking up, how do why men my soul, you might pop up right someone's typing in a google how doe I do x and it's about that language is about that thing that you are an expert on because it's it's the language that also connects to your audience that's that's the way they can find you so does that make sense that's a practical it's a practical measure to start using language that your audience uses and what is their attitude about your subject? Great this really goes back to you you have a very particular positioning for for what you do that's different than other say life coaches or spiritual coaches right? And and you wanted and first off your audience is probably going to say there are your audience might be you know I love spirituality but I'm not you know, what did you say? What do you call it, harry? Very I love that so that's great that's s o that's you tapping into knowing exactly who your audience is and their attitude about that specific topic, right? They don't want the airy fairy maybe they want the spirituality because we all need that we all need spirituality. Ok those who say spirituality humbug you know no, we all need it. But a lot of us we get fearful of it because they think we're going to be like flower children or you know, yeah, they just think it's the other side of the spectrum for some reason but it doesn't have to be and so that's that's that's great, I think that's the attitude about that subject right, so does that make sense what do they know what's their knowledge level right on the topic so this is this goes back to your audience if your audience if you're talking if you um this goes back to my friend who you know did the guitar stuff and with the star stuff you know he didn't know the technical and it was ok that he didn't know the technical because that's the audience that he's looking for the non technical that still are interested in that topic of how to take a part of guitar reef structure in the sound of it the residents of it what that sounds like playing it back just showing what it does so understand the knowledge of your of your audience based on whatever whatever your topic is whatever your subject is does this make sense? Yes and goal says the language this is slightly different but the same I think the language issue is a big one for me because my clients from all over the globe so I'm constantly researching to get my message correct in many cultures you know when you're speaking to people and your audience it is really and you could you could comment on that from no you're right you totally message nuances that's interesting yeah yeah that's true obviously not only language in the sense of using that lingers at your audiences understands but but they're the barrier of being able to tap into a worldwide audience and understanding what what they know and what what what? They can kind of conceptualize so yeah, I think it's a I think it's important to know kind of both aspects is interesting that they based it kind of on the language as as a literal thing there even in the english language no, I have to be very careful of when using slang because where I come from we slang in short and everything and I just assume everybody understands or is in fact only jaco understands me because we were his convicts and he knows how we spoke very now and then and yet speaking to and so I think there's also also levels of formality that air within that right because you could you could completely insult somebody and not even know it right there was a famous creative life story about a word I never I didn't use but I was going to use on a holiday show which to me sounds perfectly innocent but apparently an american it would have been the worst thing anyone has ever said on live so I couldn't say it but that's what you have to be aware of what wait tell you oh my god, I can only imagine believe I was even thinking of saying to me this gun we think that's a very good example of understanding the language and understanding what not to say and what to say okay um I also understand the fears of your audience what are their fears what are they suspicious off? Um what is coming out of the marketplace what do they what do they care about you know the suspicions are you know, for instance for for you if we if we talk about what are they fearful of with this suspicious of maybe there suspicious of maybe phone ease who talk about spirituality but aren't really spiritual you know um that might be something that they think about um yeah yeah it's huge those teachers false teachers so that's so so you're actually so you're you're responding to that so you're you're understanding what your audience is fearing award suspicious of in your and you're actually kind of clearing up that objection right away by creating a content piece all about it yeah so understanding what they fear and what they're suspicious of is a powerful way tio and and addressing it is a powerful waited to keep that onions also what encourages them you know, money even they can do it reputation what one of those things those things may encourage them s o start thinking about that uh what? What keeps them going essentially you know your reputation maybe keeps them going if you feel like if you position them to say you know everybody can do this that encourages them you know, for instance what I'm trying to do is I'm trying to encourage you to find your own voice to, you know, find your own self in some of the things that we're talking about. Andi, I hope at the end of this that you would say, yeah, even I can do that. And so so when you're starting to certainly think about your own audience, start thinking about what encourages them, what also they love excuse me depending on your audience, they're gonna love any different type of thing metric star status, what makes them look good? A lot of people love what makes us look good, you know, if we can get something that makes us look good. So think about how you can relate that to whatever product or service or industry you're in and finally, what do they want? What is your audience? Want to not look foolish to be the hero to have been? I have made the right decision fast and simple that these are just some examples of what your audience may want. Ok, because that's your job, it's your job, it's your it's your opportunity to teo teo, answer what they want on dh. So these are all the things you're going to want to talk about when you are positioning your business when you're connecting with your audience when you're conceptualizing your your tv shows, you're going to want to start thinking about these things and create content all wrapped around what your audiences is feeling right about these things, what they want, where they love, where they fear. These are all great tools for for creating content. Jane, that was this's. The list of questions here is all about understanding your customers better. But if you ever think you're going to run out of content, which a lot of people fear that, yeah, just run to this list, go through the list, and you could, you know, create content for days. And you just said it because that's, what was going to my mind?

Class Description

Ready to share your business with the world? Casey Zeman will teach you everything you need to know about creating, producing, and promoting online video events and webinars.

In this course, you will learn about the different equipment you can use to shoot your webinar, from your laptop all the way up to a professional production camera, audio, and lighting setup. Casey covers ways to use webinars to build leads, generate sales, and convert your community of live-streamers into paying customers. You’ll also learn everything you need to know about Google Hangouts -- from YouTube integration to using Google+ to promote events, and much more.

This course will give you the concrete, easy-to-apply skills to confidently share your business’s message with a whole new audience in a whole new way.

Class Materials

bonus material with purchase

3 Stages of Video Creation

Being There

What Is Your Story

Your Promo Video Checklist

12 Steps Google Plus Hangout Checklist

7 Video Marketing Strategies to Boost Engagement

Google Hangout Gear Checklist

Ratings and Reviews

Student Work

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a Creativelive Student

Since I have been using Easy Webinar for a few months it was a pleasure to attend this workshop live and meet Casey in person. I learned a lot about how to take my already successful Youtube campaigns to the next level by including Google Hangouts. Casey is very knowledgeable and even though I have participated in the workshop, I have already reviewed the material again, simply because there is so much value in having access to this course again and again. The CreativeLive staff is simply awesome and I enjoyed meeting other, like-minded individuals who participated in the workshop as well.

Nara Lee

Brilliant class, worth every penny! If you are thinking of buying it, do it, it's super clear and detailed, love it x

a Creativelive Student

In word, Amazing! I learned more in 3 days with Casey than I could have in a year on my own. If you're looking to build an online audience from scratch or exponentially compound your existing audience, make the time to take this course. The great thing about owning the course is I can review whenever I want, I find myself going back over and over again to find just the right advice when I need it. Thank you Casey, and Thank you Creative Live Dennis Thompson