Master Video Marketing for Your Business

Lesson 27 of 30

Video Monetization 3

 

Master Video Marketing for Your Business

Lesson 27 of 30

Video Monetization 3

 

Lesson Info

Video Monetization 3

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 you know okay, well, this video stuffs really cool all the tools really cool but how do I actually monetize this how do I make money for my videos? So I'm going to start with you guys and then come back to me 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 well, I have um I've definitely monetized screen cast in power point I've never sent anything with myself on camera, so I think that they're different products I mean, I think that whole product has ever feel when the entire thing is screen costs and you never see if somebody's face no there's still the human element of hearing their voice and cadences, tone and pitch and all that but I think there's so much more power and having a product where your faces more and an...

d you incorporate video with you on it more absolutely it helps to brand you too I think data haven't directly magnetized video, but videos got me bookings for gigs that oprah paid 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 video promoted a weapon how that made money so I like to say that every video could be monetized one way or another. 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 it's marketing a service or a product that you want to sell, we're going to talk a little bit more about this but launch videos to build buzz and excitement for new products. 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 siri's of videos that lead up to a product launch, 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 dream 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 they're live 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 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 a conference room and put a bunch of people in there. You can really do all this now from your home using google hangout so some of the other, um, some of the other tools that we've been talking about now, so I want to mention, oh, ma, 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 weapon on ninja and webinar jam, which I used because they are integrated with google hangouts and google hangouts is such a great platform to do this, but you know, even if you use something like livestream 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 just hundred 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 dr webinar, registrations or events, and I do that quite a bit. So I may be I may make a video that promoting a webinar and then on the web in our I'm promoting a product or 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 who's that 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 lis buildings important for that? Because you want to have folks that you can kind of always go to. Ah, a lot of internet market is 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 optimum offer or your freebie, 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 speak of wheels 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, you know, like what's, who does with portrait, so I mean, if you have some kind of portfolio you khun create photo montages well, some kind of a demo wheel to show folks what you doing 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, quote unquote, talking head opposed tio some of the tools, and after that you've shown us has conversion, affect the rates and everything of conversions and 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 and the target market, but in general I believe that the in person the having the person on camera is always going to convert better because you're hearing from a real human being and unless that person is incredibly unlikable than 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 into 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 marc it's like, well, it's actually like a six letter word but sometimes it's like a four letter word andi it's ok to do that, I mean, you have to market and promote your business on def, 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 third party platform there are resources like wish list member that allow you to set up a membership sites to sell products or to have your products on a site will only 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 want to do 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 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 out source 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 million times on sales pages you'll usually see this sort of beauty product shot of fourteen cds and 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 least sources that you can use to create stuff like that that you don't completely have to start from scratch thie 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 there's another one I don't have the exact wig 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 artwork right there, and then you'll have the cool life like e book, you know, our 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 four max going toby what's the length going to be a lot of these sort of big products that people monetize these extensive twenty two modules, thirty eight video kind of things that people want to do, 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 prices it's about your time that you have to invest to watch it so these days, I think if you're selling, you know a thirty module product with forty seven 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 twenty modules something for nine dollars and ninety five cents, 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 bandwidth, so think about that as well, so I'm doing something that completely office it in a while I'm going to be doing a serious of ten 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 in little bits and pieces? Or 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 commerce 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 are kind of a pain in the beginning, but once you set him up, you're good to go, and then you can sell your 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 another way for promoting your products and services do preview webinars or tell a seminars like we talked about sales page. There was a question earlier from the chat. Do you need a sales page to sell a product? Not necessarily so you could do it with a landing page, or you can just say here's, my website and here's the linked to it in my email email marketing obviously is a big one if you've got a list that you can promote, too, 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, I don't have a list, I haven't set up my email marketing yet if you have contacts on lengthen, 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, we were talking a bit about lis 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 coming in on their coattails and sort of borrowing their audience. Having said that, I want to show you too 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 going to sizzle fizzle instead of sizzle and those two things are a video sales letter some scientists refer to as a v slr 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 let essentially a lot of video sales letters well, video sales paige is really nothing more than a headline, a video and a bye button keeps it nice and simple there's software out there that allows you to do this that makes it very simple 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 by button so that way it doesn't give you a view of too much of a choice. They can either click here and had to cut or go away. This particular screen shot is from lead pages, which is one of the resource is that I use to create my sales pages and my landing pages. Andi, 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 hay with that little by button come from just about the time you're 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 paige sayles letter tell me if you do this not typically what I do is I scroll to the bottom of the page and check the price 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 about the prices and buy 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, I've seen it a million 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 headlines say is this a good headline that aiken steal from somebody but for the most part the video's going what is going to be what makes it personal engaging um what else they 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 whether it's better to have a video start playing automatically or allows someone to press the play button that's a really good question and most of the quote unquote internet marketers and internet gu's will have it autoplay and just it starts and it plays and you can't do anything about it you can't stop it andi 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 don't wanted to autoplay 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 market is we'll tell you don't even give him 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 you 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 yes and the feeling you want to have but that's that's my personal opinion yeah, more relationship oriented if you're giving them a choice yeah uh so there's an idea for the area of this but sideways sales later yes, you talk about that jeff walker? Yeah, stay tuned so yeah, that stuff really works and then again, the other part of this is that if in a sales letter or video sales let a typically you are providing some kind of value in some kind of content, you know, the sales that is that it just straight pitch like I say, you know, twenty minutes of how great I am and then forty minutes a pitch that's old school doesn't really work, but if I come on here and I'm giving you ten tips for great video, you know, even before mentioning something that I may be selling your offering value, you sort of getting that love reciprocity going that's the first time I've said that right in three days reciprocity date I get and the other the other thing is that with those long sales let us 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 led a kind of eliminates the need to do that now granted, you have to have some kind of an outline or script for that but for the most part it's like I'd much rather do a video that shows some tips and tells the story than along 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's some sort of testimonials in your sails 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 itjust 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 could do a talking head you could do a narrative powerpoint um you could do just a power point or a combination thereof I did eh sales later on a sale 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 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 seen 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 could do any combination of video wood's live action. This is another lead page example it's lead page template, and this is, you know, really, for no other reason than 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 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 on obviously, that was the really trendy high p thing that everybody took from steve jobs. He did it wonderfully, but I almost feel like it's becomes really sterile and behold and exactly overdone, like what's your take out because I see that you obviously don't use that. Yeah, once in a great while, I know because I can do pro vicky, and because I enjoy doing the fun backgrounds and things like that, I actually have, you know, forty seven tv monitors in the back of my house, so no, 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 the white background? I do think is a little overdone, and the problem is, unless you do it right, it looks really crappy, and white is really hot toe light and to do properly kind of have to overexpose it is youtube videos about it all over the place. In fact, what I had to do for for don is he shot on a green screen, and I just dropped the white and it's actually easier to drop the white in behind the green screen than it is to actually try and light. I don't think you would agree with me or not, but at least when you're at home in your basement, white can be ah, monster to try and do, right. So thank you for pointing that out. Cool. Um, and we did that one. Oh don't know minute. So I want to come back to this a I d a because my friend james wade moore, who also has a course here on creative life, has come up with I used to use a ten 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 the ten steps 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 idea works for sales, that is a swell so the way james approaches this and I liked this formula, he starts with the attention and the attention and scarcity, so he might say in the 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 going to 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, I'm going to go right into the pain, you know, what is the problem? How are you going to solve it? Apparently, you know, we're all driven by paying a pleasure, and the pain is the more intense emotion rather solved pain. 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 testimonials then he adds, risk reversal now, this is the, you know, very typical in a lot of sales that is the hundred percent money back guarantee of the thirty 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 until midnight tomorrow to order this or some kind of scarcity that's going to drive the decision because if you just kind of say, oh, you know what? This will be here all the time this sales pages 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 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 this sequence I get, I presume you'd let the buy button become visible of his call to action. Yes, um, 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 bye now button, then some testimonials then the guarantee than another by button I don't know if three is the magic number for by buttons, but in this particular formula it is any other questions our thoughts from the chapman before we move on since we're talking about monetization here, obviously we need thio 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 la lot of its kind of the the honor system but you can if you put videos like on amazon estimate, for example, you could pass would protect them on youtube you can make them unlisted a private eh? So 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 the 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 that that's fantastic let's see? And then chris has anish 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 by and don't sell everything in the sliced videos? 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're willing to do the work and search for us enough. But you know, the idea of the buying the product is like this is much more convenient and going out to these twenty two sources, I'm finding it. I put, I try and put a lot of you know, the 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 here's a free taste my friend andrea j lee calls at the pink spoon like in the ice cream here's your free taste 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. 

Reviews

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.