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Master Video Marketing for Your Business

Lesson 27 of 30

Video Monetization

Lou Bortone

Master Video Marketing for Your Business

Lou Bortone

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Lesson Info

27. Video Monetization

Lesson Info

Video Monetization

This is the video monetization section. One of the more fun sections The show me the money section I love my little cartoons. And, uh, yeah, this is where we start to say Okay, well, this video stuffs really cool all the tools. A really cool. But how do I actually monetize this? How do I make money from my videos? So I'm going to start with you guys and then come back to me. Um, but have you guys done video products? Have you been able to monetize any of your videos yet? And if so, how anyone? Well, that's why you're here, I guess. Okay. Well, I have, um I've definitely monetized screen cast in Power Point. I've never done anything with myself on camera, so I think there's a different products. I mean, I think that whole product has a different feel when the entire thing is screen cast and you never see a somebody's face. No. There's still the human element of hearing their voice and cadence and tone and on pitching all that, um but I think there's so much more power and having a produ...

ct where your face is more and and you incorporate video with you on it. More absolutely. It helps to brand you, too. I think data haven't directly monetized video, but videos got me bookings for gigs that you know. Excellent. I mean, that's the thing, too, because you could say, Well, it may not be the video that made money, but the video promoted an event that made money of the video, promoted a webinar that made money. So I like to say that every video could be monetized one way or another. Um, so even if the video is the video that promotes the video that promotes the video that's making money, it'll get you there so you can do promotional videos to market your products and services. So a lot of people just think of that. Oh, well, that's just my marketing video, Yes, but its marketing a service or a product that you want to sell. Um, we're gonna talk a little bit more about this, but launch videos to build buzz and excitement for new products. Um, this is something we got to get into a little bit more in this section, but that's really powerful. It does involve a little bit of work, but when you have able to create a series of videos that lead up to a product launch. Uh, that is a formula that that is still working to this day. So another good way to do it. You can do content marketing videos for your information products like Dre mentioned that a lot of folks do. Power Point videos or screen cast are camped Asia videos and sell those as the products. But other folks will do things where you know their life, and maybe they've got a big screen up here like this and they're doing trainings. And so basically, the video is the product, um, live video events or interviews. Earlier, we talked a little bit about video summits, and when I talk about live video events, it doesn't necessarily mean you have to rent a hotel or conference room and put a bunch of people in there. You can really do all this now from your home using Google hangouts of some of the other, um, some of the other tools that we've been talking about, and I also want to mention, um, Omar, who did a great job with Webinar Ninja. There are many products out there like that to do Webcasting, so you don't necessarily have to stick with that. I mean, I like Webinar ninja and Webinar Jam, which I use because they are integrated with Google hangouts and Google hangouts to such a great platform to do this. But, um, do you know, even if you use something like live stream dot com or ustream dot tv, those are both websites that allow you to do Webcasts. So I think the interesting thing is that you can basically have your own Web TV channel and you know, you could have 100 different ways to do it. But the important thing is that you now have the ability to put yourself out there. And when you're doing events like this, video events live events, you can charge for them and make money. You can also use those videos to drive webinar registrations, score events, and I do that quite a bit. So I maybe I may make a video that's promoting a webinar and then on the webinar on promoting a product or a service. Really, the video is to is to build momentum for the webinar. You can also do video landing pages to grow your list and whose Iove Roxanne and I were talking about this earlier. So this building is is really important, obviously, for making money because you want to build a community or a tribe with whom you can do business. So obviously this building is important for that, because you wanna have folks that you can kind of always go to. A lot of Internet marketers have this expression. They say the money is in the list, and I mean, I think the money's in the relationships, but obviously the list is important to have, so you can use videos to build your list. So if you want to start to build a community, I'll show you a few examples of this a little bit later on. But even if you just have a landing page, that's nothing but an offer and an opt in form. If you're driving people to that landing page and they sign up with you to get your opt in offer or your Phoebe, you're building your list so you can do that any time, whether you have a website or not, as long as you have a way to capture that name and email. You can start to build a list and finally, speaker reels or demos to show off your work. This is probably more important if you are a speaker, if you want to be a speaker, to have some kind of video example of your work. But even if you're a photographer or um you know, like, what? What's Who does with Portrait's? I mean, if you have some kind of portfolio, you can create photo montages or some kind of a demo reel to show folks. What you do in the best way to show somebody if you're doing Portrait's for high school students, is to actually show the ones that you've done any questions about these different ways to monetize before we move on. Do you think using, um, quote unquote talking head opposed Teoh some of the tools, and after that, you've shown us, um, has conversion affects the rates and everything of conversions and, um, and engagement one or the other is one superior to the other? Or what's your experience with that? I mean, there's a lot of factors that go into that, so, you know, it may depend on the sales page in the target market. But in general, I believe that the in person, the having the person on camera is always gonna convert better because you're hearing from a real human being. And unless that person is incredibly unlikable, then you know maybe they wouldn't convert. But But it goes all the way back to celebrity endorsements that you see on TV infomercials with the guys that do the crazy Ginsu knives and stuff like that. That's all on camera stuff because it works and there's nothing like that human connection and that human persuasion to build that kind of conversion. But if you want to monetize your video, you have to market. And I know markets like, well, it's actually like a six letter word. But sometimes it's like a four letter word, Um, and it's okay to do that. I mean, you have to market and promote your business on, but if you if that means you have to do some selling well, yeah, we're here to sell products and services and help people, so if you want to monetize, you have to market. But there are a few things to keep in mind, especially when we're talking about video products. You gotta think about your delivery method. How you gonna get that out there? Do you want to do a video, Siri's or a membership site? Well, maybe you've got a a third party platform. There are. Resource is, like wish list member that allow you set up membership sites to sell products or to have your products on a site world when your members can access it. You have to think about the packaging. We alluded to this a little bit earlier, but you know the graphics, the physical versus digital products downloads thes is the kind of things with that I think get people stuck because you say yes, I wanted to a product. Um And, yes, I want to do a physical DVD. But where do I do the artwork for that? You know, how do I come up with, um, do I have to hire a designer to do the packaging? And again, that depends on how much you want to do yourself versus how much you want to outsource. But all of these things, the things you have to consider, especially if you're doing products and even if you're doing a digital product. I'm sure you've seen this a 1,000,000 times. On sales pages, you'll usually see the sort of beauty products shot of 14 CDs or DVDs laid out and packages and notebooks. Basically, you're just getting a file on the computer. But it looks much better to show all the CDs and there are resource is that you can use to create stuff like that that you don't completely have to start from scratch. Thea Other day mentioned can va dot com c. A n v a dot com is a really excellent free resource that you can use to create graphics and artwork. Um, there's another one. I don't have the exact wigs website, but it's called Box Shot King. And what that does is that will give you images of, like, a CD box or a CD, and you import your artwork into that, or you can create the at work right there. And then you'll have the cool life like e book, you know, or notebook or CD or DVD. So box shot King can help you make all those kinds of graphics. Other considerations are the content itself. You have to think about how you're going to create the materials. What's the for Max gonna be? What's the length gonna be? Um, a lot of these sort of big products that people monetize these extensive 22 module 38 video kind of things that people want to dio. And I think you know, that's it's not easy to create, first of all. And I think, in my opinion, is a little bit of, ah backlash to that because then at a certain point, it becomes it's not even about the price. It's about your time that you have to invest toe watch it. So these days, I think if you're selling, you know, a 30 module product with 47 hours of content, that may not necessarily be a good thing because people are not just investing their money, they're investing their time. So if I see an awesome 20 modules, something for $9.95 I'm like, Well, it's a no brainer for the price, but I'm not gonna watch it. I just don't have the band with so think about that as well. So I'm doing something that completely office it. In a while, I'm gonna be doing a series of 10 minute videos and, you know, really condense it and go totally the opposite direction. Short content, short modules short everything. So but again, you just have to consider. Do you want to do it that way and little bits and pieces? I do. You want to splash out of Brazilian modules of content? I suggest you keep it simple marketing and sales. Then you have to think about promotion and pricing and e comma set up these all those nasty little details that you have to think about when you want to sell products online like Oh, yeah, I at the very least need of PayPal account. I may need a, uh, you know, online merchant account. Maybe I should have a shopping cart. So all those little bits and pieces that a kind of a pain in the beginning. But once you set him up, you're good to go and then you can sell you products. And again, I know a lot of people that don't have, you know, online shopping carts and auto responders. I know a lot of folks that just use paypal, and that's fine. As long as you have a way for somebody hit that by button and transact with you. Um, another way for promoting your products and services. Do preview webinars or tell us seminars like we talked about, um, sales page. There was a question earlier from the chat. Do you need a sales page to sell a product? Not necessarily. So you can do it with a landing page. Or you can just say, Here's my website and here's the link to it in my email. Um, email marketing, obviously, is a big one if you've got a list that you can promote to, and if you've got a community that you can work with, that's great. And don't just think of it in terms of, you know, Oh, I don't have a list. I haven't set up my email marketing yet. If you have contacts on LinkedIn, you have people. If you have friends on Facebook, then that's another kind of community. If you have followers on Twitter, that's another kind of community, so it might not be quite as direct as email marketing, but it's still a way to reach those folks and finally, joint ventures and promotional partnerships and affiliates, which I'm a huge fan off because again more talking a bit about this building. One of the quickest and easiest ways to build a list is to partner with somebody else, and you provide the content and they basically provide the audience. And that way you're kind of, um, coming in on their coattails and sort of borrowing their audience. Having said that, I want to show you two key elements to any successful video product. Now you can have a great product at a great price point, but if you don't have these two things, it's probably gonna sizzle. Fizzle instead of sizzle. And those two things are a video sales letter, some science, which referred to a Xavi SLR, a video sales page and a video product launch. So I want to talk briefly about those couple of things, and we'll jump right in. So this is a video sales letter, essentially, Ah, lot of video sales letters will video sales pages Really nothing more than a headline. A video and a buy button keeps it nice and simple. Um, there's software out there that allows you to do this. That makes it very simple. Um, and that's it. It's a headline. It's a video and it's a buy button, so the headline hopefully draws you into the video. The video does the selling, and then you've got your buy button. So that way it doesn't give you a viewer too much of a choice. They can either click here and add to cut or go away. Um, this particular screenshot is from lead pages, which is one of the resource is that I use to create my sales pages and my landing pages on. And I like that because they give you a template and basically just have to plug in your headline plug in your video. And if you want to change the language on the add to cart button, so rather than create a long, drawn out sales page, um, you can just have headline video by button. And in fact, in many of these you can have the video play for a while before this by button even appears. So you sort of pull him in. And hey with that little by button, come from just about the time you talking about the product or service, um, video sales. That is a really effective for a few different reasons. because in most cases this isn't the way I do it. But in most cases, with a sales letter, a regular sales page sales letter tell me if you do this, not typically. What I do is I scrolled on the bottom of the page and check the face school right to the bottom of the page, check the price and then go back and say, then the entire pages read with Is this worth X amount? Is this worth X amount with a video sales letter? Rather than giving the viewer control of the process, you control the process in the experience. You can tell them when you want to tell them what the prices and the by information and that kind of thing. So video sales let us could be really, really effective because you're not relinquishing that control. Um, you know, I mean, it's and I've seen it a 1,000, times, like right to the bottom of the sales letter. Let's see. Then they go look at the testimonials and say, Let me see if there's anybody I know. And if it is, did they really write this themselves? And then I go up to the headline and say, Is this a good headline that I can steal from somebody? Um, but for the most part, the video's gonna what is gonna be what makes it personal and engaging? Um, what else do you want to say? This is kind of a hybrid formula, Where rather than just having the video and the buy button, you have a combination of text and the video so people may scroll down. Maybe I added a few testimonials. That might be a little bit more information on this page, but the main thing on the page is still the video question. Do you have any thoughts about, um, whether it's better to have a video stopped playing automatically or allow someone to press the play button? That's a really good question, and most of the corn unquote Internet marketers and Internet gurus will have it auto play and just it starts and it plays and you can't do anything about it. You can't stop it, Um, and again, that's the issue of control. I mean again here you can decide. Do I want to allow the viewer to start the video door? Wanted to auto play, so I want to allow the viewer to be able to fast forward the video. Probably not, but I mean with mine. It's like you guys are big boys and girls. I'll let you decide how you want to do it. The Internet marketers will tell you, Don't even give them a choice. Just play the video. Don't let him stop it. Don't let him fast forward it. Whereas I feel like that's the kind of Internet equivalent of the hard sell. The car salesman that walks up to on the lot and starts yelling in your face and that that turns me off immediately. So I think it kind of depends on your audience and the feeling you wanna have. But that's that. That's my personal opinion. Yeah, it's more relationship oriented if you're giving them a choice. Yeah, I got uh So there's an idea. I'm sure you've heard of the any of this, but the sideways sales later. Yes. You talk about that, Jeff? Jeff Walker? Yeah. Stay tuned. So, yeah, that stuff really works. And then again, um, the other part of this is that if in a sales letter or a video sales letter, typically you are providing some kind of value in some kind of content. Um, you know, the sales, that is, that it just straight pitch. Like I say, you know, 20 minutes of how great I am and then 40 minutes a pitch that's old school doesn't really work. But if I come on here and I'm giving you 10 tips for great video uh, you know, even before mentioning something that I may be selling your offering value, you sort of getting that law of reciprocity going. That's the first time I've said that right in three days. Reciprocity data Gov. And the other three. Other thing is that with those long sales letters, it's kind of hard to write that stuff. I mean, people get paid a ton of money to write sales letters and the video sales Let a kind of eliminates the need to do that. Now. Granted, you have to have some kind of an outline or a script for that. But for the most part it's like I'd much rather do a video that shares some tips and tells the story than a long sales letter with, you know, testimonials and social proof and guarantees and all that stuff data. Do you think it's still important to include there some sort of testimonials in your sales videos? Um, yes, because I mean social proof is still really important. And again, it depends on the audience and for something like this. I mean, like, I do sales pages. That is just for certain audiences. So I know I'm only going to send my people to the sales page, so they already know me. But if it's just a general sales page and you're trying to build trust and credibility, that social proof is very important. Now again, when you go to do the video sales that you can do a talking head, you could do a narrated power point. Um, you can do just a power point or a combination thereof. I did a sales letter in a sales launch for Internet guy named Don Crowd a good guy, but he wanted to have the woods pop up as he said them to sort of, um, reiterate what he was talking about. So he just shot, you know, he sent me his stuff on a green screen and I dropped in the white background and when he said this product automates, amplifies and focuses the words pop on the screen. So some people like that version. A lot of Internet market is just to the, you know, Hey, glad you stopped by and you're seeing the exact words that they're saying. I think they're relatively simple to create, and they must be effective because people are still using them. So really, you can do any combination of video woods live action. This is another lead page example That's lead page template. And this is, you know, really, for no other reason and to kind of get people to subscribe to my YouTube channel and do another giveaway. I use a lot of these different, um, landing pages in different places. Um, again. So basically, I could just send people to that page and if they its way down here. But if they click and opt in for the studio guide, which you guys get anyway, um, they will end up on my list. So I've got a whole bunch of these little pages out here pulling in people from different places to slowly but surely build my list because I want to build it organically, and I want people to come to it from finding me here first, rather than just kind of buying the traffic. That's just my opinion. Any thoughts on that? Not really a thought on that specifically. But I have noticed that you've never used or not any video you showed us of yours. You've used a white background, and obviously that was the really trendy high P thing that everybody took from Steve Jobs. And he did it wonderfully. But I almost feel like it's becomes really sterile and cold and exactly overdone. Like, what's your take on it? Cause I see that you obviously don't use that. Yeah, once in a great while. Um, I you know, because I can do come, Vicky. And because I enjoy doing the fun backgrounds and things like that, um, I actually have, you know, 47 TV monitors in the back of my house. So now I could just, you know, I've got my green screen behind me, and for me, because I have a green screen and good editing program, it's just easier and more fun to put in different backgrounds. So if you have the ability to do that, why not, um, the white background I do think is a little overdone. And the problem is, unless you do it right, it looks really crappie. And white is really hard toe light and to do properly, kind of have to overexpose it. There's YouTube videos about it all over the place. In fact, what I had to do foot for dawn is he shot on a green screen and I just dropped the white in. It's actually easier to drop the white in behind a green screen than it is to actually try and light. I don't know if the crew would agree with me or not, but at least when you at home in your basement, uh, white can be, ah, monster to try and do, right? So thank you for pointing that out. You'll, um, And we did that one. Oh, down a minute. So I want to come back to this A. I d. A. Because my friend James Webb more who also has a course here on creative Life, has come up with. I used to use a 10 step sequence in his video sales letters, and this is something that James did a lot and that he's very good at um, he basically came up with a 10 step sequence for creating video sales letters and ironically, or maybe not. So, ironically, it also follows that pattern that we've been talking about of attention, interest, desire, action. Now, we talked about that when we were writing our video scripts, but the same formula and the same a I d A works for sales. That is as well. So the way James approaches this and I like this formula, he starts with the attention and the attention and scarcity. So he might say in the well, you might say in the video sales letter, you know, Hey, you know, entrepreneurs listen up, because I'm only making this offer for two weeks only, or some kind of, you know, scarcity. That implies that this is gonna be a limited time offer or limited people. Uh, then he goes right into the pain points, and he wants to talk about that. You are the solution to the problem that they are having. So that's the interest section going to go right into the pain. You know? What is the problem? How are you going to solve it? Um, apparently, you know, we're all driven by paying a pleasure. And the pain is the more intense emotion would rather solve pain. Um, then you go into features and benefits again. That kind of falls into the desire section, and then the way James approaches this, it's pretty clever, really. Then he's gonna call the action, first called Action. Then he comes back and talks about social proof like that. I was saying, which is essentially, uh, testimonials. Then he adds, risk reversal. Now this is the very typical of a lot of sales that is the 100% money back guarantee of the 30 day money guarantee. It's sort of saying, Look, you have nothing to lose, All the risk is on me. If you don't like this, just send it back. So that's risk reversal. At that point, there's a second call the action and then a sense of urgency, which basically means you only have till midnight tomorrow to order this or was some kind of scarcity that's going to drive the decision because if you just kind of say, you know what, this will be here all the time. The sales page is never going away, just, you know, do it now do it later. I don't care. You can't really do that in the sales that you have to provide some kind of scarcity or urgency. And then, lastly, there is yet another call to action. So, um, James has sold a lot of video traffic courses using this formula, and it's, you know, it's a great formula that works. So if this was your sales video following the sequence I get, I presume you'd let the buy button become visible at the first call to action. Yes, uh huh. Or if it was a if you had a video on a page and then it was a more traditional sales page, you'd probably have a buy now button, then some testimonials than the guarantee that another by button. I don't know if three is the magic number for buy buttons, but in this particular formula, it is any other questions or thoughts from the Chatham before we move on. Since we're talking about monetization here, obviously we need Teoh protect our investment. So how do you protect your videos on YouTube, or even on your own website from being copied or downloaded and print materials as well? Yeah, that's a tricky one. A lot of its kind of the the honor system. But you can, uh, if you put videos like on Amazon s three, for example, you could pass would protect them on YouTube. You can make them unlisted or private s O that people can't find them unless they have the actual link to the video. Ah, lot of the membership sites and the membership software is password protected. Now, if I purchase a course and now I've got the link to the video of the link to the course. If I was, you know, kind of a scumbag, I could give that to all my friends, But we we hope that most people don't do that. And we expect that you know what? If the product is of enough value, Hopefully people are gonna pay for it, then try and cheat you out of it. I mean, it's not It's not foolproof. Like, um, that's fantastic. Let's see. And then Chris has, Ah, just one. How much of the content should be in the promo video when the product is the video? How long do you need to make it so people buy and don't sell everything in the sliced videos. Yeah, that's a good question. I mean, I have this theory that anything that you ever need to know from anybody is online somewhere if you want to do the work and search for it enough. But you know, the idea of the buying the product is like, this is much more convenient and going out to these 22 sources and finding it, Um, I put I try and put a lot of you know, the product, or at least the kind of spirit of the product into the promo video. So here's a taste of what you'll receive. He is, ah, free taste. My friend Andrea J. Lee calls it the pink spoon, like in the ice cream. Here's your free taste of of whatever this gelato is. And if you like that, you love the course, so you don't want to, you know, give away the store, but you don't want to be so stingy that it just becomes a total promo video. I try and do a lot of teaching and content in the videos, so you're getting a sense of what you'll get in the course

Class Description

Video can bring your business to life. When you produce a video to market your business, you can connect more deeply with your audience. Join video marketing expert Lou Bortone for a course that will cover everything you need to know about using video to grow your business.

In this course, you’ll learn the basics of easy, seamless video production, and how to create video that’s reflects your brand and resonates with your audience without requiring advanced gear. You’ll also learn the most effective ways to distribute and share videos online and how to convert views into customers and fans.

Join us for a comprehensive workshop on marketing your business by creating video that is compelling, distinctive, and profitable. 

Class Materials

bonus material with purchase

Lou Bortone - 10 YouTube Hacks CL.pdf

Lou Bortone - 5 Pillars Worksheet.pdf

Lou Bortone - Engage Prospect and Create Raving Fans.pdf

Lou Bortone - Leverage Ladder Worksheet.pdf

Lou Bortone - Video Content Planner.pdf

Lou Bortone - Video Marketing Rules.pdf

Lou Bortone - YouTube Booster Effect.pdf

Lou Bortone - YouTube

Lou Bortone - YouTube Tour.pdf

Teaching and Presenting Handbook 2nd Edition.pdf

bonus material with purchase

Lou Bortone - 10 Places to Post Your Video.pdf

Lou Bortone - 10 types of Videos.pdf

Lou Bortone - Lous Video Tools and Resources.pdf

Lou Bortone - Video Script Template.pdf

Lou Bortone - Video Vision Worksheet.pdf

Lou Bortone - Syllabus.pdf

Ratings and Reviews

Student Work

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a Creativelive Student

One of the best video marketing courses! Lou presented a comprehensive overview of the best and latest technologies that make video more accessible and doable - for beginners and advanced users. The course is filled with terrific resources and how-to guides that save hours of searching on your own. I watched the live broadcast and purchased the course for ongoing reference. Lou's expertise and years of experience really make this course an amazing value. It's well organized, fun and includes fantastic guest speakers. Thanks CL and Lou!

a Creativelive Student

This was a really great course. I am definitely going to apply what I learned. It was so much information that it will literally take me months to apply it all, but building a business is a long game. I loved how Lou mixed high level strategy with the specifics of how to use key tools and recommended a variety of useful resources. This course was very practical. I've already started applying it and have a basic blueprint for my way forward that I will flesh out as I make more progress. I definitely know I'm going to add a lot of success to my business through what I learned in this course.

a Creativelive Student

Hi Lou, I bought the replay up sell so that I could listen and watch when it fit my schedule. So far I've watched the first 3 videos. It's great and I'm so glad you put all this together. The handouts and bonuses are useful, too. It's obvious you are a master at video and I'm happy to learn from you.