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Business Built Freedom

Joshua Lewis

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Business Built Freedom
22 min2020 OCT 14
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How to Engage Your Target Audience in 3 Minutes With Cliff Coelho

Getting Your Message Across Quickly

Are you having trouble marketing your products? The biggest challenge to face when you are a marketer is how to reach your target audience effectively. The main goal of marketing is to deliver the right message to the right people. Otherwise, you will end up wasting your time and money. Remember that it is when you reach your target audience effectively that you can drive more product sales conversions. There are many ways to do this, such as creating useful and relevant content, leveraging influencers through social media, and using targeted advertising. Here our special guest, Cliff Coelho, a video marketing wizard from StoryDriven Video, shares tips on how to engage with your targeted audience effectively. 

What is a video marketing strategy?

Cliff, how do you make sure that you get the message across in three minutes? Is there some special magic to it? Or what's the process, run me through it.

Cliff: One of the biggest problems right now that businesses are facing is that they're putting out a lot of content, regardless of whether that's the video or through blogs. And a lot of that content is ending up blending into each other because they're doing the same type of videos. For example, if you go on LinkedIn, it is about “how-to” videos, how to improve your customers' life, because that's what people think, that's what businesses think that the ideal customer needs. But unfortunately, all of it blends into each other.

So the way to get someone's attention within the first few seconds is by identifying the story that they've already created about their pain point, first of all, in their own minds, and then putting your value proposition forward. So that would typically be what marketers call as the hook

The key is understanding your audience really well. If you're running a B2B service, for example, you don't have to just understand the business impact of that problem that your audience is facing. Someone is struggling to get leads, and that's affecting their sales. That's not the only impact; there is another level of impact, which is the emotional level as well. 

As humans, we are conditioned to think and make decisions emotionally. It's only after the decision has been made by emotion that the justification happens through logic. That's where once you've done that, then you're able to put your value proposition forward, what your solution does for someone. And that's the flow that normally goes. So you start with the hook, you get their attention within the first 10 seconds, because that's how long you have to really get someone interested basically, to listen to the most stuff about what you do, and then go into the emotional engagement and then lead to the logical justification if that makes sense.

Make the Most of Your First 10 Seconds

So my understanding is the first 10 seconds are critical. So it's about making sure you've got that hook and you know your customer, is that fair to say?

Cliff: That's absolutely spot on. It's basically understanding the hooks that work with different segments of your audience as well because one hook that works with someone who's not aware of what their problem is. So if you're selling weight loss, for example, and the person maybe you're selling a ketogenic diet or something like that, they might not know what the thing that is causing them to gain weight. So for them to understand you cannot sell them a ketogenic diet straight away, you have to educate them first about the problem. 

There's no need to waste time talking about why you need to get into that kind of diet if you already know what it is. It’s about creating as many hooks based on the impact on your target audience and the emotional response that it is leading to.

Attracting Different Market Segments

You brought up a good when you said that it's not about necessarily generating loads of content and hoping for the best. It's about having a few core videos that allow for you to understand what that business is, what their sales process is like, and how to become someone that they like and trust. 

So if you do have different market segments, how do you make sure that you, you have the same quality message?

Cliff: You need to have a message that resonates with all of your market segments. The way we do that for our clients is we start off with basically giving information upfront, giving value upfront, through what is called as an empowerment video. So the concept of the empowerment video is based on the fact that it's not just giving information for the sake of giving information, but it's around changing people's beliefs about something that gave them hope that there's a better way of doing things. Because when you start a business, the reason should be because you saw that the existing solutions were not working, or you had a vision for something better.

So through the empowerment video and the benefits of video marketing, even though you're giving information, you're changing their perspectives in the sense that you're telling them. This is what you thought so far, that this was the only way.

Why is Video So Effective in Marketing?

You don't need to always make videos just to stay relevant. I've used practically just one video in my business right until a couple of months ago. The more you create, you've got a better chance of having more reach, but that reach doesn't necessarily mean conversion.

So just because you can get your message in front of someone doesn't bring them any closer to doing business with you. So you need to create that change in mindset, in that perspective, in that belief. That belief comes from that emotion that they have associated with their pain point or their aspiration. So once you're able to change that, then you can send them further down the funnel, where you're educating them more about your solution, about your brand, and creating that connection to your unique story. So then empowerment video does that. It educates the audience in a way with the intention of changing their perspective towards the problem or aspiration that they have.

Overcoming Your Doubts

I started off in the garage of mum and dad's as a teenager who was a bit overweight, and I saw ways that you could automate businesses better than what they've done in the past to make them more efficient. I specialise in IT support services, but what I found is that I needed to be able to talk to people and have the confidence to do that. And I said I'm going to make a YouTube channel, so I went and bought two Sony 4k cameras, $8,000 worth of camera gear, five different lights, green screens, display monitors and all this gear. It didn't film itself. I bought all this stuff, but I still didn't have the confidence to be on video.

I had to overcome my personal belief that I had to lose weight to be able to be set in stone online. If there are other business owners out there that are going okay, I know I have to have video, I know videos the way, how do you have people overcome their own belief systems?

Cliff: Pretty much all of my clients have the same issue where they don't really feel ready for the camera yet. Even the professional public speakers feel like they have to get everything right in one take. But that's not the case, because I'm capturing authentic conversations rather than putting a script in front of someone and making them read of it. It's pretty much like the conversation we're having right now. It's just that I know the elements that I'm looking for in that particular video.

For business owners to be making the videos themselves, this is something that I struggled with, but what I've accepted is that first of all, yes, I need to work the platform. Secondly, video is no longer a nice to have; it’s a necessity. When it comes to confidence, all I would say is that your first video is going to be bad. It doesn't matter how good you are at video, even if you're a presenter, your first video is going to be bad, your first ten videos are going be really bad.

I went and re-recorded the first 12 episodes of my podcast. You've got that ability to do that.

Cliff: You can do that and just delete what you don’t want. There is power in publishing, and that's one of the major benefits of video marketing. It's not about looking good in front of a camera, think of the problem that the customer is facing. Will they benefit from what you have to share with them? And thenthe emphasis is not on you anymore; you’re just thinking of them. I can talk about technical ways how people put a picture of someone they know in front of the lens, just off the side. That kind of looks a bit strange, because you're looking slightly off-centre, like a zoom call or something.

Just Start Making Videos

The first step is actually doing it and publishing it. Even if you think you didn't come off amazing, the message is strong and powerful. When you think it will solve a problem for a client, and possibly change their perspective on something, you should publish it

Once you do that, you're letting go of control. That switches something in your mind. It's like, the worst that I thought could happen has happened. I've put this out there. And you realise people are mostly very supportive. When someone puts themselves out there, they'll be like nice video, thanks for sharing.  That becomes like a self-fulfilling feedback loop where then your next video gets slightly better; you get more feedback. Sometimes you might not get feedback. It's like a lot of content doesn't really get anywhere, but at least you're learning through a process.

The path that seems the hardest is always a path that you should be taking. If you don’t want to be on video, that's exactly what you should be doing. You definitely grow as a person. Maybe in your recorded video, you might look stupid, but you would have learned more. That's what's important, and it also shows authenticity. We're not all TV presenters. We don't all talk in a monotone voice. We try to make things fun. You can't go wrong with video at all, in my opinion.

Different Videos for Different Leads Are Important

Earlier, you mentioned cold, warm, and hot leads, is that three different videos through the journey in a more linear fashion as opposed targeting three groups of people?

Cliff: The environment would be for cold and warm leads, so it covers the vast majority of the audience. For hot leads, it's a retargeting video, for example, like a 30-second one, just showing someone comparing prices or features. You do a retargeting video, where you put an amazing offer in front of them, and they take it. So that's outside of these three videos. These three videos capture the bulk of your audience, which is the cold and warm. 

How Cliff Can Help You

If someone comes to you with a minimal understanding of video, you're able to hold their hand and walk them through the entire process.  You're just going to do the voodoo that you do, and they're going to cruise along and just be comfortable as if they're talking to a maid at a pub, is that the way the process works?

Cliff: Pretty much it. I do a deep dive with my clients a week before where I identify their message. I condense that message into what it needs to be without telling them what it is. They are not creating expectations in their head, because I found that the more options I give them, it's more confusing, the more they get inside their own heads. 

It's a conversation where I identify the things that draw people to do business with you, the things that people already like about you, and I capture those things. On the day of filming, I give them very clear instructions on everything in terms of branding, clothing, and they just have to be that present and have a conversation with me. I use a multi-angle camera, so we can cut as many times as possible. The typical interviews last about an hour, which I condense to a three-minute message.

If you're able to have a beer or socialise at a pub, you're able to have a professional video made telling your story about what it is you do in business condensed down to three minutes for all of your prospects and leads. Have someone there that can take it and massage it into something that's going to be a masterpiece that you'll love for years to come.

Cliff: Definitely.

If anyone is looking for more information on how to book this and get their business in a position where they've got more visibility, I definitely suggest getting a discovery session booked with Cliff. You can do that by jumping over to https://l.dorks.com.au/storydrivenvideo; you’ll be able to jump across there and connect with Cliff on LinkedIn to start seeing some of the cool work that you've been doing. Cliff: I’d like to say that this is an amazing thing that you are doing, this initiative of connecting local businesses, encouraging people to do business more locally. 

Absolutely. I'm doing it purely out of the love of what I do, and to get to know more wonderful people around the area and make sure that their message is heard by other people so that we can build a better and a stronger community. So that's what it's all about.

Are there any other questions or bits and pieces that you'd like to leave before we finish off on the episode for today?

Cliff: I would say just start making videos yourselves. Give it a try, do it yourself. That's the first step and making progress is actually trying and treating it as something that you need in your business rather than just a nice to have because it's no longer nice to have.