Creating Content that Will Make Money 3
Yes, this is the fun part. Well, it's all the fun part, but this is the really fun part because we get to create content which usually liu li leads to excuse me, creating revenue. So now why would you want to create a video product for your business? Because a lot of people say, well, you know, I'm already doing videos. I don't really need to do products, but there are several really compelling reasons to use video to create products. First of all, a lot of folks are doing it, and a lot of folks are, um as consumers want to consume the information that way they want to buy, you know, stuff that they can watch really quickly. It's why youtube's the number two search engine it's sometimes it's just easy to watch, something that it is to read directions. So it really is the way the world is moving, and buyers really do prefer to have the stuff delivered via video a lot of times, eh? So it's just a great way to do that. There's also a lot of potential for repurpose ing and repackaging stuf...
f you already have on by stuff I mean, content and information, you can get it out of your head and into a product. To sell or you can take some existing content that you already have maybe you've been teaching a workshop of a weapon off awhile and you want to turn that into a video product that's totally possible it has a higher perceived value in most cases, which means maybe you can sell it e book for twenty seven dollars that same e book, if it's in a video could be forty seven or ninety seven dollars is just a higher overall perceived value, and I would argue that it's also a better customer experience and better satisfaction. I get tremendous feedback, positive feedback from the video products that I do because people just like to know, learn at their own pace and do self study. A home study course is it also gives you a lot of opportunities for strategic alliances and joint ventures, and by that I mean, before I did videos, obviously nobody really knew who I was. But when I started to do video products, other entrepreneurs and other information marketers would approach me and say, hey, I have a product that complements yours or I have I do something that's kind of like what you do, but I think if we both did something together it would be a really cool product, so I've done a lot of strategic alliances and joint ventures because I usually bring the video piece to the table so there's a lot of benefits to it, and it really does kind of let you play at a whole new level, so you can up your game just by doing video products and by having video products and there are tons of options available, but unless you have a plan for how you want to do video products, you're going to end up going about in circles so let's talk a little bit about that. What types of video products can we do? We can do a virtual class or workshop toe livid via video lessons not unlike what we do here in creative life you can do video weaponize this is one of my favorites. I do a lot of weaponized because I could be at home on my pajamas behind google hangouts are on webinar platform we're going to talk more about this in a bit you can do them for free off afi I've seen them done both ways. It depends on the content. Ah lot of times people will do content webinars with some kind of a promotional up cell at the end of it. So if you've delivered forty five minutes of great content and the person wants to do more with you, you can have it our product on offer to sell to them video summits or guest interview siri's this is kind of new, but with the advent of google hangout it's a lot easier to have a panel discussion or to do some kind of summit with video. Great way to do stuff so you can have you and nine other people on a video summit at the same time on a google hangout. You can do video webcasts and charge admission for those. Um, you know, if you want to, you know, charge for your webinar or your webcast, you could totally do that. You could do a video product launch. We're gonna talk more about that later because that's sort of a hole jonah onto itself. The video product launch so there's a bunch of ways you can approach this, you could even do a membership site where the content is delivered via video. So I realized after doing this for several years that I had a ton of content and like a library of videos, so I thought, well, if I take the best videos in the most helpful videos and put them into a membership area kind of behind a pay wall, I could make those available as an archive or library a vault that folks can access whatever they want. And so, you know, some people charged ninety seven dollars a month for this, I charge like ten dollars a month to access all the archives. So it's, just another revenue stream, and it doesn't require a huge amount of work on my part because the contents already created, so you'll find when you have sort of a critical mass of content created, you can put that behind a pay wall into some kind of archive and charge him a membership fee. So there are a lot of different ways to tackle this and a lot of different ways to go at it, depending on the content that you have and depending on how you wanted to live with. But before you kind of delve into making that video product, there are some questions that you should ask, and the main question really is what type of video product would best support your business objectives? So I'll go through this and a little bit more detail, but I want to ask a studio audience first if they have thought about this, if you want to create video products. If so, if you thought of maybe have already done it before, if you've thought of how you want to do this and really kind of help me answer the question, what type of video product would best support your particular business? Anybody want to volunteer for that? Tony s o, I've considered creating a self hypnosis for success, siri's teaching people how they can take themselves into hypnosis and, you know, create suggestions that take and help them move along I didn't know you do that self study wise yeah, it's cool can I ask my own credit card ball money way help me that much that, uh, I'm in the middle of creating a series of at videos to go with my meditation book azan educational piece, but I'm also aware that I have to create some promotional videos to help to sell that package, right? Yeah, for me sometimes that's the hardest part because I love creating video products, but I don't always like putting the promotional videos to promote those products. Does anybody else have any existing assets that maybe I could think about turning into video products? Uh, I've been teaching for years, so I got a bunch of slide shows that could become, uh, video teaching classes and also that I mentioned for the music stuff gets letters that go with that and lots of different languages of it. Wow, well, think about it, think about the content that you have again, your goals are going to sort of help you determine how you do this. You might want to do a purely educational video product or promotional you might I want to do a live event and turn that into a video product, a lot of folks who do workshops in person workshops, alive workshops, then tape the entire thing and then they can say, well, if you couldn't join me in san francisco, you khun get it here? Uh, as I mentioned earlier, this member on ly content you have to decide if you want to do it that way as well as the price point you have to think, ok, is this a forty seven dollars, product? One hundred forty seven dollars product? Uh, and then of course, the last consideration is is it going to be a digital download or physical product? I know, you know, in past years there was all all soaps, you know, sort of a push for dvds and packaging and all that kind of stuff. I think these days it seems like people I want the immediate download and the immediacy, the instant gratification of a digital product and, you know, for my money that's a lot easier than dealing with cds and dvds and that kind of thing a question I've been struggling with that especially going from the music industry, it's really been a nightmare, but one thing I find were physical products are very valuable. Is it live events because people buy them from your product cycle and especially books? I mean, there's a lot of sort of, you know, back of the room sales that happened with books and product so I think if you have the option to do it and you have the assets and you know whether it's a physical book or a physical product like a dvd it certainly doesn't hurt to have it uh any other questions on that before we move on physical pucks? Excellent. Okay, so I also have a bit of a checklist so let's say we're about to make our video product and a few questions that you want to ask yourself and a few considerations and I put them into a lovely little check list format so and feel free to jump in here if any of these strikes and idea but first of all isn't marketable will it sell? I know it's kind of hard to tell if it will sell but you can always do ah survey survey monkey for your folks and kind of give them choices like hey, if I created this would you be interested if I created that? Would you be interested and you can get a sense of what your community wants? You can also do that from you frequently asked questions if there are always people asking you, you know, hey, tony wanted to create a self hypnosis costs like, well, I guess that's a good idea because people keep asking me for it, so will it sell is a biggie you don't always know for sure on dh sometimes it depends on the price point doesn't fit into your overall business strategy if I suddenly decided to do a product on yoga that probably wouldn't fit into my overall business strategy first of all because I'm really bad at yoga and second of all because it's not something that I would I would be able to teach so make sure that it kind of fits and there's not a disconnect from the direction that your that your brand is going in does it fill a need in your target market? This is a big one to again if people have been asking for certain things even casually at networking event say do you do this? You do that if enough people ask you for it then this is probably a need for the product you may just be ableto identify a hole that nobody else has filled in your product funnel uh speaking of product funnels you might have a twenty seven dollars product and one thousand dollar product so obviously if that's the case maybe there's a hole in the middle of this somewhere maybe there's a place for a five hundred dollars product between a dollar product so can you just briefly explain what a product yeah that's a good point. A lot of times with internet marketing people describe it as a funnel I'm not really that fond of the description but the idea is to make the top of the funnel as broad and open is possible that's like the low hanging fruit, like a free offer, so you sort of get them into the quote unquote funnel with the free offer and then as they become a fan, and as they become more comfortable with you, maybe you can offer them a twenty seven dollars product that they might want to buy. And then if they no like and trust you and they liked that part, then you can offer them a ninety seven dollars product. So the idea of the product funnel is that, you know, you sort of bring people in at a lower level when they don't know you as well, and that is your great gain, their trust, and you have more credibility with them. You can conceivably charge a higher amount. I don't know if that always works, says I've seen people start the thousand dollars product. So did you have anything to add to that? Well, I was actually going to kind of pose that question to you, there's two different strategies there's coming out with the really high end product for new business owners and knowing that that's going to disqualify a lot of people, but they want to sort of start at that higher level. On dh probably worked their way up as and more master bind and coaching and that sort of stuff or more of your personal time or having products where it's not really personal time it's scalable it's marketable it might be, you know, lives event to program you know with additional material what sort of your take on coming out of the gate for new owners or new brands lower and try and get mohr and build the community or higher and try and get less but way more targeted in qualified right again it depends on your target market if you know that your target market you know if they're in ah niche you know, like on education or something that's traditionally not you really really high income niche then you may have to start on the spa level depends on the target market, but in general I think if I had it to do over again, you know, I sort of fall followed the twenty seven, ninety seven for ninety seven I would start high and say it like you said, let me just, you know, sort of have these people self select that they, you know can't work with me or that I'm going to provide this kind of service and it's a higher level service because you can always go down it's how did the appendages to go down and like you said that, that just the price point alone is going to help define your target market and filter out certain people and the other way look at it is that, you know, if it doesn't really involve my personal time or effort, I'm willing to do a low price point because that's more of a volume thing if it's personal coaching or mentoring of something that I do want one obviously basically the more access you provide to yourself, the more it should cost makes sense just one more part off of that. I see a lot of people doing this where it's a product, maybe a lower price point, and then, like you said, there's a secondary either an additional or, you know, an elite membership to that, where they do get you as a personal time, or they get more unique attention to their business. So it's kind of ah waited teo, cater to both a little bit more because, you know, I think the more you actually have to dedicate your time, that should be monos eyes. But if there's also people that are always going to want to do that, d I y do that, just watch the video, learned what they can, and they don't have the money to invest, I think that's a good way. Try and tackle as much as you can but still target the right people yeah that's an excellent point and in the the wacky world of internet marketing there's a lot of what they call o t o za one time offers and up cells so the video maker fx people don't do this and I don't really have an opinion of it one way or another but they have a really low price good product for sixty seven dollars but they'll say but if you want the extra templates it's this much and if you want the extra training it's that much so you know there's always kinda little add ons and tears and you know obviously they can make more money that way and the more work and time it involves for them the more they want to charge uh I just wanted to say to because I've worked with people one on one especially in the creative field and I noticed that many of them charge a lot less than they should be charging in general I mean, whether it's it's a confidence thing or they're they're concerned that they should be charged they could be charging more potentially so when it comes and I've seen it happen around their products to per se but I just I just want to say from experience I've seen clients that literally double what they're doing and end up getting more clients sometimes so I just I want to reiterate not to be scared toe to charge what you were going I think especially starting out I know I was definitely guilty of that and like only god yeah that's all you're charging for you and you can't think like I've only been in this business one year it's like I've been in the television business for twenty years so that counts for something but that's a really good point and I think a lot of folks fall prey to that they just don't value their services enough and if you think about it like you know I'm giving away an hour of my time you know that's probably not the best way to think of it if you think of it like I'm providing a service that's going to get you here so it's not the hour that you're buying it's the result perfect good good feedback and good interaction but that because that really kind of fills it all out uh and then of course when you're creating a product do you have the time and resource is to actually create it? So I mean like I've been working on something for three years you know what I think that's a little too ambitious I think I'll chunk it down a little bit so you have to be realistic about it cause you want to get that product out there and as I mentioned when in doubt send out a survey if you have a list if you have a community even on facebook I get a lot of feedback that way do you want this of that? Just don't say how much would you pay for such and such because they'll say they will pay a certain price and then when it actually comes out there will it won't necessarily do it so so I want you guys to take a look at your video content planner so this is going to hopefully help you develop that product that you can sell so think again about the information assets that you have it's not just I always call it stuff but you guys have knowledge and information assets that can be repurposed into video you guys have them here in the audience so um think about what content you have that can be repurposed as video content uh maybe you've got an e book maybe you've got even a series of blog's can often be repurposed into video content does anybody have any ideas in the audience here are stuff that they've created that they think they could turn his video I think interviews I think that people underestimate how much valuable content that you're getting from people and packaging um interviews or taking tips from each of your interview in creating a product just based off that because if you've been doing podcasting for example uh and you've got a serious of interviews there may be a way to turn that into short videos if you've done even if you've done phone interviews, you could take the audio and add some slides to it and create a video product sixty so there you go anybody else wanna chime in on this? Okay, then you have to ask yourself so you go ahead I was just going to say I like behind the scenes stuff like the making of things teo is fun to look at and yeah, you know how many? Because I think the struggle exactly airing the struggle or even, you know, like obviously like what? We talked about the folio earlier and she's making the videos and the really high end and she's got a crew and that kind of thing, but I think we really fun maybe you should have done this, but to do one where you see the crew and you see the set up and you see the process that goes into that because she doesn't just show up with an ipad and say we have a question this week, right? So so that'd be kind of fun so even the things that maybe you're not thinking about anything that is going teo help your audience or guide them along what type of video product or products do you want to create? And again this could be a digital download a physical product on membership area um anything like that so think about what type of video products you may want to create um anybody have any thoughts on that? And I thought I mentioned earlier that he's already working on something is that a physical product or digital product? Well where should I haven't actually just certainly are released this digital I haven't quite decided with the releases that physical cool and um coming from now who says that they are starting a series of short videos so I turned them into audio's and then draw the illustration for them live which we really cool yeah that would be really cool you could do a video scribe of your podcasts and of course if you've got a video that can also be repurposed into a podcast by just stripping out the audio so that goes both ways anything else on the chat before I move on that's great let's keep cool what type video product would best support your business objectives now like dre said, if you're going to be no higher and coaches charging higher end fees your products have to reflect that as well. So that's when maybe you do have to spend more on the packaging and cover in the dvds because you don't want to look schlocky if you're charging a lot of money if you're writing a lot of money for your services or for your product so make sure that the type of product that you're doing also supports that overall business objective if you want to kind of reach the masses with a really low offer that kind anybody can get that's fine too but you really have to let's see how it fits into your bothwell business objectives uh what resource is our materials do you need to produce to create your video product so that's you know creating a video for it's like oh my gosh okay, we'll have to do I have to do five videos and they have to be ten minutes each you know you have to kind of think about the logistics the resource is the materials that you might need oftentimes when I create a video product I'm doing a slide presentation like this one so I'm narrating a power point so the material that I need to make the video product essentially is the power point which is the information and the presentation and then I need to narrate that and save it as a video and if I'm doing it did a digital download that's all it takes that's it I'm very released the product and then of course how will you market sell and deliver your video product? Oh that little thing marketing so you know it could be again facebook ads or youtube videos or emails I mean there's so many different ways to approach it but once you have your product but you do have to market and sell it um and you know, I've been guilty of this myself created a product, and I just haven't gotten it off the hard drive yet really promoted enough and some of that, you know, you have to also think in your calendar where does it fit that I can actually launch and promote this product any comments before we move on? I think that people also have to realize that you need to brand your products as well, so that's going to help you like, especially for video, especially for something or screwing caste or power point you can really template ties and systemized that stop and make it incredibly easy. So your slides are all you know you have the template, and then you're using the same font themes and the same color themes, so you're not really recreating the wheel every time it makes things go a lot quicker but branding that product so people again recognize it if you don't have something that stands out for your product beyond your own brand, that could make it difficult to market absolutely that's an excellent point and it could be a simple assed, you know you've got a template with your logo on it in your website at the bottom of this the whole time and use that and that's kind of your look and feel for your product was again, you don't want your product too you know come out of left field and looked like it doesn't belong within your brand so thank you for that so courses are obviously ah great way to start and to do this kind of product this is actually a screenshot from michael port namie meade's recent creative live class but you can see the neat thing about video products like here on creative lives they they kind of coming modules and they will you know, just a very natural way to deliver a product. So aside from being a product that you can sell like dre says, it can also support your brand and it's also a great way to connect with your target market because every time you're putting out a video product even if you're selling it it's still a way to connect with your product and it's a way to provide some passive and recurring revenue because I love I call it sort of the seinfeld syndrome the last seinfeld episode was probably more than ten years ago they're still getting paid for those re ones that are running five times a day on three different channels now so that's a beautiful thing if you can create something once and continue to be paid for it over and over again and that's one of the great things about video products assuming it's still relevant and it's still marketable you know that can be out there generating revenue for you for months or years to come video webinars have also become really, really popular and but this is a huge part of my strategy in the huge part of what I do because I like doing webber knows I like teaching and I like the ability to kind of you know wake up in my pajamas and going google hangout oh I better put a shirt on because we'll be seen from here up and and just doing the webinar it's a great way to share information it's a great way to share information and content and then sell into something so it's a great promotional tool so in this little screen shot this is just a typical webinar that I did with partner janice and we were just you know, showing um a few ways to do video on this was sort of an off camera one of those off camera things but I would do it with a partner so they would bring their people in and I'd bring the content so it was kind of a win win and after we do the webinar I would offer a course or product and if we sold that I would have some kind of a revenue split with the partner who brought the people to the uh event data so having the course the of course gives you a product that you can offer in that kind of situation absolutely yet so if you have a course our product this is really, you know, a lot of how I do my teaching and coaching a lot of times I'll do a webinar and at the end of the weapon I'll just say if you want to learn more if you want to work with me, here is a link to my schedule to set up a ten minute interview so it's also a good way to kind of bring leads in because now they've experienced you for forty five minutes on our they've gotten the information, they find the information valuable, you know, I don't like to do the ones that you've seen these weapons that they just, you know, a twenty minute bio and then a forty minute pitch it's like, I don't like those kind, but if you provide valuable content and you really often something of value and teaching and sharing their already experiencing you and already saying, ok, this this guy seems to know what he's talking about. So at the end, if you are, you know, offer a product twenty seven dollars, ninety seven dollars, chances are they want to take that next step with you at least some percentage of them well, so this is a tried and true product or sort of a product that leads to a product sale that makes sense tell me what you think you have experience with this I've done a lot of webinars now I was going to ask you, are you using google hangouts now fears and being on camera more because that's what I've noticed when it's more scripted and really lined out almost it's less effective and also engagement I think it's huge like really starting the conversation on the weapon or to connect has helped me with the conversions, whereas at the beginning I just came out of the game just like everybody else I mean really scripted really slide based and it was just so boring and uninterrupted and yeah, I mean, it'll be great for that because there was a trend for a while of recorded webinars like they'll watch this whenever you want and it's basically just a recording of a webinar and you don't get the interaction you don't get the chat, you don't get the back and forth, so I'm not a fan of those myself the google hangout so great because you could be on camera with a guest, you can be on camera by yourself a lot often times I'll start on camera and maybe I'll show some slides I show a video and then come back on camera and again with google hangouts you are interacting, you've got chat happening so you could keep an eye on the chat and see what's going on I mean, you could even bring people and if they have a web cam and put them on on with you so I don't usually do that because it's a little unpredictable, but but it is a really good way to do it and yeah, it is school so first of all, we got a question here do you need a sales page to sell a product? I mean, is there? How do you recommend like, yep converting from that video, but how do you set that up a couple different ways to do that? I would suggest that you do a sales page to sell the product because it's going to give the buyer more information and in the next segment we're gonna be talking a little bit about video sales letters and video sales pages, so you don't necessarily have to have a sales page to sell a product as long as you have a way to sell that a papal length some kind of a by link that links with your shopping cart and again, like in the in the whiskey a example that we looked at yesterday, you could even put the buy button in the video so as long as there's a way for people that make that transaction, it doesn't necessarily have to be a big fancy sales page you just have to have a way for them to say yes, I'll take it one more just a really quick one because I know that we've got omar ready now but I want to hit this how many people when we're talking about weapon irs and those kind of interactive things how many people do you need attending a webinar for it not to seem like a ghost town people who do show up it's interesting problem for those people who are just starting out where they want teo have that that interaction but it is not what you think about when you're first starting and that's a tricky one because you know a lot of times you will start with not that many people it's like ok and both us there and just rock with the pug conscious of you and you know you have to just build that up over time and it can be frustrating or discouraging but that's how you know again you build the community over time promoter and facebook and I would say they're in most of those webinar software programs omar may be convincing this is well but you khun kind of turn off the participant list so other people don't know whether there's one hundred people on there or ten people on there so you're the only one that you know get freaked out about that andi I always say you know what if this one of two people on on here and I can help them then it's worthwhile wonderful