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Learn How to Strategize, Write and Shoot a Series of Simple One Minute Videos That Make You the Obvious Choice For Future Clients and Customers
This doesn't have to take forever.
And yet I’ve never seen a visible authority who lacked a clear and systematic approach to reaching their market with video. It just doesn’t happen. There are too many moving parts to try and improvise it.
So what does one do when they don’t know much about making video, are too busy to do it or aren’t that interested in learning the “how”? They hire someone to do it for them. And voila. They have the perfect solution…for themselves.
And then there’s everyone else. They may not have the resources to do the right hiring, but more likely is that they have a desire to master the medium because they like it. They want to be intimately involved in every aspect of the process, knowing that will show up in the final product.
The flip side is that they open themselves up to the million and one technical factors that taunt them into giving up. If they finally finagle something into working, they quickly discover they can’t repeat it, don’t know how to “be” themselves on camera, or write like they talk, or put the essence of their business on video, or even string a few videos together into an online course.
I don’t say this to shame anyone. Nobody is born with these talents. I sure wasn’t. But I was highly motivated to learn because I really liked it. Once I knew this was what I truly wanted, I put myself through a graduate school program so I could learn as much as there was to know at the time.
I really thought that full immersion learning would hold me for a while. Hah!
My name is Steve. I help people master and magnify their visibility through video. We include the technology, the writing, being on-camera, and most of all, the internal energy they broadcast.
Because that's where this begins and ends.
When I left the formal education world behind and went into business, that's when I finally learned what it would take to become a visible authority. It's now been 20 years and there’s always more to know. I'm sure that's true of your profession as well!
While I may have left the university world behind, I still loved being an educator. Over time I perfected a system of doing really good video in a way anyone can learn. Recently I’ve been teaching it to employees looking for a position in or adjacent to the C-Suite, and they’re every bit as motivated and capable as the entrepreneurs I work with daily.
But there’s a caveat. This has to be taught in a certain way for one to really "get" it.
Unless someone has already developed eyes to see and ears to hear what makes video look and sound right, only 20% of them can make this work without my direct coaching in the moment.
They don’t see their composition. They don’t see the lighting mistakes or hear the audio problems. Their scripts are too wordy, and they speak in the language of their work tribe rather than conversational English.
And this is after being shown multiple examples of exactly what to do, which is, after all, what one learns to do in a course.
So a course creator could easily say “Hey, dude. I showed them what to do every step of the way. If they don’t get it, that’s not my fault!”
I get why a course creator would feel that way. Lord knows I've built enough of them. They're great at teaching lots of things. But they're not the best at transferring a skill requiring transformation.
I’ve found that if I work one-on-one with someone they always get results. And I would imagine better than they could with a course they might not even finish.
And in this case, the stakes are high...
The attributes and results of an authoritative messenger
Here's a high level look at what we'll accomplish during the next 6 weeks
Week 1: The Raw Materials
We establish your physical setup and get your equipment.
Week 2: Your Value Proposition
We dig into the pillars of value most important to your audience
Week 3: Producing Your Big Why
We get the heart of your story on video. We write, you shoot and I edit.
Week 4: Produce Video 2
We write, you shoot and I edit the first of your pillar stories
Week 5: Produce Videos 3 & 4
We write, you shoot and I edit your 2nd and 3rd pillar stories
Week 6: Marketing
We distribute your videos and develop a plan for you to keep moving forward
Pre-Production - The Background and Technical Requirements
It's a little crazy, but nobody knows where to shoot these videos. They often assume they do, but invariably they choose a room with terrible lighting and a background that can’t be arranged to support their messages. So that’s our first order of business. People are shocked at how a background they NEVER would have considered ends up being their “just right” environment.
We then determine the lighting and audio requirements for shooting in that space with their camera phone. Yep, no more webcams. Everybody owns a camera phone these days, and that’s the new standard of quality. We just make it look even better.
I buy the lighting, stand and microphone that’s best for their situation and send it to them. It takes only minutes to set up this simple system of ring light with integrated support for the camera phone, and the plug-and-play mic for their camera phone.
Now we’re free to get to the real magic of this project.
Story-Telling and Scripting
This is the blueprint for the machine, something far too few spend much time thinking through. We devote an hour to picking out their highest-value skills, and stories that bring those to life, from the time they were much younger to the present day. These become the basis of their scripts.
We sketch out a first draft of a one-minute Why Story script in our Zoom session, they write it up, send it to me, and I finish it.
When we're both happy with the script we meet again to rehearse it. I coach them through their blocks, missteps, nervousness and tension, until they're completely comfortable, confident and dynamic on camera. They also leave that session with that script in their head ready to shoot. At this point the words themselves are not as important as the sheer clarity of their ideas and the passion with which they are able to get those ideas across.
Now they can tell that story without worrying about word choice or losing their place. It’s become an integral part of their reality.
They go away and shoot that video, then send it to me. I make sure it’s OK. If it isn’t ready to edit, they reshoot, this time knowing what to look for.
When I’m satisfied with the raw footage, I edit the video and send it back to them.
Then we repeat that process 3 more times for 3 more stories with different structures.
And what kind of structures do we use?
You'll use these over and over again. As regular as a system. As reliable as a machine.
Before someone can trust you, they need to know you. So it’s amazing to me how many people leave this out of their thinking. They think they can just start teaching; just throwing content out there and over time people will start trusting them more.
And that does work. It just takes a lot longer than it needs to. But if people know who you are first and whether or not you’re for them, the whole process can be sped up by a factor of 10.
This is done in a video called the Big Why. It’s why you do what you do or why you do it the way you do it.
I got this idea from Dennis Yu, the founder of Blitz Media. He helps young agency owners get better at what they do, and this video was his brainchild for speeding up their results.
But I found that by tweaking the basic structure, it would work for countless other industries.
Here’s my Big Why.
It's more than likely that someone's first introduction to you will be in a teaching video rather than your Big Why video.
So it's good to set things up having all roads lead back to your website. In the meantime, to avoid the biggest problem in teaching videos, it's a really good idea to not let the end be the actual end.
What do I mean by that?
Take a look...
Sales videos are a different animal. Because there are usually at least 3 or 4 pillars to a good program, you can’t lay out your entire case in 60 seconds.
But what you can do is attract someone to watch the longer sales video, and then you’re off to the races, because that’s actually the hardest part to do.
Here’s an example of how they work.
This is really a video about awareness and thought leadership that leads naturally to the next step in the selling process.
Here's more detail on that...
From the front page of Google:
“A press release should contain your business logo, a headline, a lead paragraph that summarizes the announcement, and a newsworthy angle.
Your written press release should also include three to four body paragraphs, hyperlinks, social media links, quotes, and multimedia.”
I think that’s pretty spot on. Thanks, Google!
Here’s the multi-media part, also known as a PR video.
I could post one here, but coaching videos are so specific to the thing you’re working on, it would be kind of confusing.
Here’s a better explanation…
This is somewhat similar to the Coaching video in it’s structure, but with one main difference.
If the coaching video is about teaching something specific to that person who’s become stuck at a certain point, the consulting video is about collaboration on something that’s never seen the light of day.
Here also is a better explanation...
Actually this whole page is a launch video series. 🙂
However, everyone's business has different needs.
Here are the factors to keep in mind to be successful with your series…
The sample videos on this page just scratch the surface of the kind of one-minute videos you can use to change the destiny of your business.
We’ve shown you sales introductions, teaching, marketing, coaching and others, but there are also invitations to consultations, video ads, video proposals, social media postings, announcements, multi-part series, serial story-telling and others.
All can work beautifully with this elegant structure and simple but powerful technology.
I’m dedicated to offering the tools that solve common problems that visible authorities in-waiting struggle with in their quest to infuse a memorable message into their markets.
The Video Selling Machine is one of the main tools for anyone who wants to do a deep dive into their value and then communicate that to the world on a systematic basis.
Is it easy? Well, it’s not that hard. 🙂
Is it cheap? Is any kind of true value in business cheap? I’ve carefully spent over $100,000 on my own education since leaving graduate school. And it’s been more than worth it.
This, too, will be worth what you pay for it, as our clients will attest.
(These refer to The Video Selling Machine and other programs)
Tammy Kabell - Career Resume Consulting
Mastering video is essential when you are trying to build relationships across the web.
And Steve at Visible Authority is an expert at teaching you what to do - and encouraging you to do it.
It's made a tremendous difference for me.
Smart Marketing Reports
I receive direction from Steve not only on improving my videos but also (and this is BIG) support and direction to improve my business.
It's personal and geared to me. As a result, I can apply what I'm learning.
Carol Chapman Live
The Visible Authority is a uniquely interesting source of video application information creatively blended with actionable business and marketing ideas.
Steve's professional approach has provided an important boost to our business planning and has prompted meaningful adjustments to our development programs.
The Visible Authority keeps delivering an unequaled series of business and insightful personal interconnections that we truly value.
The Merger Mentor
Working with Steve is like a breath of fresh air. He’s a font of knowledge and I’ve learned skills in scripting, editing, lighting, green screen and camera presence.
As a result, since I started Steve’s program I’ve produced 156, 3 to 5 minute videos, many of which have had thousands of views on LinkedIn (our primary market) as well as Facebook and Youtube.
I now have a production line which produces a video a week. The videos attract prospects into our orbit.
So if you want to move into creating videos for your business and feel stuck, I really recommend you reach out to Steve and get his help. He is very patient and generous with his knowledge and time.
Trust me, you won’t look back.
Do you have an operational video selling machine? If not, let me show you how they work. This is one important mountain to scale in my world. And I'm happy to help you take that climb.
By the way, there’s no need to worry about tripping on the way up this mountain. That will happen. You’ll forget to tie your shoes. But I believe in focusing on what matters. When you embody that energy all these tools run better!
If you have any questions, just drop a line to email@example.com and I’ll do my best to answer them.
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