Dan’s 13 Value Bombs
I took away a whopping 13 key points from this episode! Bearing in mind i’m normally happy just to take 1 thing away that I and you can action per episode.
It’s absolutely littered with value bombs so if you feel like you might need that extra little nudge to get into video. Here it is.
So I had the opportunity to sit down with Dan Knowlton from KPS digital marketing.
And we discuss cut everything video. He did a talk at Atomicon 19, that’s Andrew & Pete’s conference where he encourages people to do more video.
And what’s funny is when I actually met him face to face myself, part of his talk, is where he gets people in the audience to create their own video so you’re only meant to do it over five minutes, I nipped out to record mine, and I bumped in to someone that I knew, and we recorded this video together. And then as we were coming back in, Dan had just come off stage so we took way too long basically to create a video. And we saw, Dan, as we were trying to get back in so we missed the end, and it was all a bit awkward, I managed to sort of turn it around and asked him on the podcast, pretty much at the end of the day, we had a bit of a laugh about me, missing the end of the talk.
What I loved about Dan was he was quite happy to talk about his struggles with video and how he did it wrong and what he’s done to change it so we talked about all those things but also where he went wrong in, even when he got comfortable doing video that he was always doing educational video and talks about the sales funnel.
These three stages of the buying cycle and making videos for each step of the buying cycle and when he did that, that’s when his sales increased. So we talked about that as well. So it’s quite a long interview.
For the first time ever I’ve cut out a portion of a chat with a guest because I lined up some jokes with Dan, and they just didn’t work at all. Never plan a joke, and especially don’t plan a joke when you’re expecting a certain type of response and they don’t respond in that way.
Anyway, they fell flat, and it didn’t work.
But all credit to Dan we have really great banter and a really great chat and there’s so much value in this episode.
Hello, and welcome back to the lead generation for financial services podcast. It’s Alex Curtis here from the lead engine. And I’ve got really super special guest. This week it’s downloads and it’s a guy that saw speaking at atomic on he is the first personal podcast who is a verified on Twitter, you know you get these little blue badges kind of a big deal. He was a speaker at Social Media Marketing World as well so so the reason I’m doing this intro is I kind of messed up at the start. I planned some jokes. I’ve planned at some banter, which is never a good thing. I planned a joke I was expecting him to reply in a certain way and he didn’t. really awkward so I’ve cut it all out. So you don’t have to hear the cringe fest So, and I’ve got some really exciting news if you haven’t heard it already. We are putting on off
first event. So David Thompson, who was on the podcast a few weeks ago, he was talking about closing more deals, the science of influence and persuasion. He’s coming for an afternoon doing a sales workshop with everyone. I’m going to do a little bit as well on kind of generating your own leads, but it’s mainly going to be David. It’s at our offices in Peterborough. It’s the ninth of May, is only 30 pounds for a ticket. And you know what, what I’ve said, it’s only 30 pounds a ticket, people are sort of saying, you know, what’s the catch? what’s what’s in it for you guys? And, look, David sold his business. Yes, he has got a sales course which if people are interested in it and ask him about it, he will obviously give details but it’s not one of those events where we’ve got a big sales pitch at the end. I’m certainly not going to be pitching anything. We just want to give a load of value back. David, is as you heard on the podcast, he loves teaching people. So we’re going to get a we’ve got a room full of brokers. We’ve only got a few tickets left. We haven’t booked select the conference.
room, we’ve only got kinda like it’s a big boardroom. But we’re, we’re pretty limited on space. So if you aren’t interested, if you go to our website, the lead engine.co.uk. There’s an events menu at the top there and it’s got the information about that event. So it’s really exciting. I’m also going to be speaking a week later at Gary gases event. So look out for that as well. But here we go. Here is my interview with Dan Knowlton. Hello, and welcome back to the lead generation for financial services, a podcast I’ve got an extra special guest today. It’s a guy that I saw speaking at atomic on a couple of months ago, Mr. Dan notes and how are you? Good. Good to be here. Yeah, I’m really good. Thank you. Right, cool. So let’s get on to actual video stuff. So we’ve got a community of we’ve got financial advisors, mortgage brokers. We’ve got a mix of like self employed people. We’ve got some marketing directors, marketing managers as well. They’re all in financial services and
there obviously there is a bit of a compliance barrier and that stops a lot of people from creating content you’ve got some people we’ve got some mortgage brokers who are doing video content records there was a guy on the podcast the other week guy called ash who’s doing video literally every day and he’s getting leads off the back of it so and then there’s another guy Gary does he was on the podcasters are doing is that this I’m getting leads from it. There’s still people and like you said in your talk that is scary. And like you yourself got rinsed by your mates or it in the day. So want to talk about it being okay that it’s rubbish at the beginning. And it doesn’t need to be like perfect. I mean, I’ve already shown this morning.
You don’t need to be. I live off not being perfect. And I think actually as a charm to that. Yeah, I think I think it’s difficult because when you
you first start your you’ve done a lot of video. So you’re good at just things things not going pristine and it looking at it. And I can tell that and we’re the same. Whereas when you start you kind of for some reason everyone has in their head that they have to look. Everything has to look perfect. I have to look immaculate on camera. It’s kind of like, like my mom when when she has friends come around the house, you know, like your parents, lady, and make it look like the hotel when it never really looks like that. It’s the same kind of thing on video, you think you need to be this. Every word I say needs to be perfect. But really, it’s about
it’s about just being you and yes, she will look at the star. Yes, you won’t know exactly how to formulate your words in a way which sounds really good. But it’s through doing it through doing it consistently that you just get used to and also it’s about your like, if you know about finance, if you know about your industry, and people foreign questions that you’re you want to talk about it, you’ll you’ll be more
Better talking about that then if I was like trying to quiz you on quantum physics or something that you didn’t know
No, absolutely i mean i think once you what I did was I did a an Instagram challenge was how seven new my Instagram account I didn’t connect with anyone I did a video every working day in January I think it was like a couple years ago. And then it felt like I got there was a breaking point where I forgot about the camera itself. Yeah, yeah. And I thought that the great thing about it was I had to make it under a minute also helped me to be like really concise things as well.
But it was just a case of like with any it’s like a skill or it’s like a it’s like a muscle just you get to a point where you forget and this is a great example of that. So you and I right now are having a conversation. This literally just feels like it’s you and I haven’t conversation. There’s no you don’t like your if you feel nervous or under pressure. I don’t feel nervous at all. And it’s because we’ve done this
Quite a lot of times we know we’re talking about and we’re taking away that thing of Oh, there’s a camera they’re not going to be recorded people are going to see this. You know, it’s really about the mindsets set shift of this doesn’t need to be perfect and trying to really think that you’re lit just just chatting to a friend that’s what really helped me at the start just thinking like I’m chatting to a May I can just talk you know, like that rather than thinking, oh, there’s gonna be people watching this and that kind of thing. Yeah, no, absolutely. Because I still get like if if someone were to come in, or there’s a guy when the guys in the group that does videos in the gym, I think I could do a video in this energy with like with other people around because it because I haven’t done that enough. I get that I freeze up when that happens. But when I’m in my sort of forgot my comfort blanket on so in my office, I’m in my mom or my turf. And so I guess if I did loads more of that, then it’s literally just practice, isn’t it? I guess it’s the it’s like you said
Building up these places where you can get comfortable like for you it’s initially your office so you’re now in a position where you can chat away all day they’re not feeling nervous you come across really well. I think once you do that for a while, it’s good to push yourself to enter new boundaries like for example I’ll give you an example. So at atomic on the event that we were at, I did like a task where it was created video and randomly like a guy comes up to me in my face of the camera and just asked me around the question like tell me this thing about this thing and I was
thumped and it made me it put me on the pressure and made me think really quickly and think oh, here’s a valuable thing I can say. So I think putting yourself get yourself in a kind of comfortable place where you can video and then keep keep trying to push the boundaries to keep because that was for me that was like oh, he went into the wants an answer on camera now and I need to look good because video. So yeah, I think it’s about pushing the boundaries as well as being in your comfortable place. For me,
and is any other advice for literally just taking that first step or
Then I suppose I mean you talk about like using your smartphone as well like
maybe people are adding pressure by getting their lighting and their equipment too early I guess it’s just once you’ve laid out money you think all this has gotta work and it could So yeah, I mean I did with I still do loads on just the foot because like the data quality on your smartphone satellite, incredible partner. Yeah, I guess there’s there’s loads of things that I want to share. But I guess one kind of first initial thing is thinking, How bad do you actually want the goal and I mentioned this in the about how bad you want the goal that you’re doing this stuff for? Right? That’s the absolute crux of it. If you’re thinking like for me, my mates who took the piss out of me as I showed videos of that they’ve rinse me like other people in the industry were like, Oh, that’s rubbish commenting on it negative stuff. All I had to think of my head once I did that was how bad do I want to build a successful business? Do I want to go back to my shit job that I hated? Or do I want to make the
Success and then when when I had that mindset of actually shit I really do want this to be a success. I don’t care about looking stupid I don’t care about our mates taking the piss out of me and shifting that mindset so I guess an action for anyone listening to this is to ask yourself how bad do you want the thing the objective of the goal that you’re actually making this video for it and if you and if you in your head saying you know what I don’t want it bad enough to look stupid on social media I don’t want it bad enough to look stupid on video, then you need to find a different objective or goal because if you’re not willing to look stupid, make mistakes have some rubbish video content then it’s really not a goal that you want bad enough to to achieve.
Now so yeah, okay.
I think that sometimes, like I still i have i’ve talked about it for I’ve got the LinkedIn fear and you brought up not so much my audience because I know that they So one thing I try not to I try to teach or
Rather than preach I always try to not say you should definitely do this or you should do I’m always like this is what I’ve done or you could do this I always try and so on but that’s a really good because I have that that fit I’ve never had anyone like appear criticize a video but I don’t put a lot on LinkedIn I’ve got it again I’ve got my comfort blanket in my facebook group yeah it my community so I know I need to push that more. But there’s a couple of funny thing I’ve never told anyone this but there’s two things that I do. So one of them I got from I think there’s a Brian Tracy sales book. And he said in your head say I like myself.
When you when you do that you cannot not smile. Yeah.
You say in your head, I like myself and you see, I just smile. So then I saw I used to before I did like public speaking or
Video I’d say my head I like myself and then I
the other ones more embarrassing.
When I want to feel confident that you know, some people have like a mantra or let it My, my mentor said, you know, he always used to say I’m a winner. I’m a winner like in his head. But I say, I’m Bruce Wayne on the Batman. And
it makes me feel cool and invincible. And then I say,
I’ll be like, I’m Bruce Wayne on the Batman. I like myself. I’m Bruce Wayne on the battery and then like really gotten kind of anymore but it did to like really help especially the I like myself thing. Yeah, just make me happy. And then when whenever what I said it just came across much better. And I remember watching some videos where I didn’t do it when I did. And the difference was was amazing. I think one thing that’s just made me think of what I do, which is interesting, which I hadn’t really thought about money. One thing that really shifted for me which made me feel way more
comfortable on camera and video and all that kind of thing was knowing that I don’t know everything, but I don’t know, my my speciality is social media marketing, video marketing, there’s loads of stuff I don’t know about it. And having that mindset that I don’t need all the answers. You could ask me a question about something to social media, and I won’t know and I don’t need to feel like oh, look stupid. I,
I know that my head I can openly say, that’s a great question. I don’t actually know much about that, because I haven’t had a lot of experience with it. But that’s a great quote, you know, and having that not putting yourself under pressure on video that you have to you have to have all the answers especially in a scenario because it’s there’s different levels of pressure. You being on video by yourself is just you putting your own pressure on because you’re you know, you’re going to say or you know what you’re talking about this scenario. You could ask me anything really complex about the latest news with an update with something and I really it’s more pressure for me, but knowing that
I can easily say I haven’t read the news this morning. I don’t know what Twitter’s released this morning or what Instagram said about this. I haven’t read anything I’ve been working on so I’ve tried to get
done so just just releasing that pressure and thinking you don’t need to know everything and answer everything would be perfect has helped me shift on my mindset. Yeah, I think I feel like I’ve kind of done that as well and and I, I like to be proved wrong as well. I’m quite a quite happy to
have have something that’s working and then someone else suggest something and then that works better. Or Yeah, just and then being I think I said earlier, like being in perfect, I think is more real, rather than when I was when I starting out I was trying to be perfect and know it all and I got all the answers. But yeah, I’ve never really thought thought about that. But I think another great,
a great book. I’ll listen to audiobooks, and there’s this book from Chris Anderson.
Started Ted. And it’s an incredible, incredible book. I think it just search for Ted Talks. I think it’s TED Talks, Chris Anderson. And one of the things he talks about he but it’s a book of on how to be a really deliver a really good talk or presentation. And he talks a lot about vulnerability, and how, as a viewer, and he talks about in a scenario of have a TED talk, and there’s people in the audience, when you get up on that stage, or you can imagine when you get on that video, the people watching are all cynical about you. They’re all questioning does this guy with the beard really nice talking about is he just, you know, he just did you know, is he does he love himself loads? is it all about him does he really care about and one of the best ways to overcome that and to actually switch people from being cynical to actually rooting for you because that’s what you really want. You really want people watching the videos to be watching to go Go on, you can do this. I really want to do this rather than who’s this guy talking about himself. And the
do that is to be vulnerable to show that you’re vulnerable. And to talk about something that opens you up to say, Hey, you know what, I’m, I’m pretty, pretty nervous and I’ve been you know, Lino, just to just to show that you’re not perfect and that you can be vulnerable in some senses. And I like to, at the start of a of a presentation, I always try and kind of just open my selves up and try and show people that I am vulnerable. And this may go wrong or you know, to just speak openly and really get and rooting for you rather than being cynical. Yeah, absolutely. And I felt like
I was planning on finding a tool for some brokers got talk to talk to me as brokers. And I start off with explaining my backstory like I was telling you before we started recording about how I just missed in those ridiculous hours that I was just doing all the wrong things like killing myself was almost I was almost a breaking point where I carried on any any longer I would have, you know, something with a snap to that.
My brain or my body or whatever.
But yeah, no, absolutely, because I know there’s that phrase like no one likes and know it all. Yeah. And that is, I guess that that literally is and so talking about the ship stuff you’ve done and the mistakes you’ve made, again, make people like you make people realize you’re authentic because you’re actually there’s this whole thing of like social media is just your highlight reel, which is true we all we all subconsciously do it. We all want to show the best us because it can be edited but when you actually say like, I actively now really have to push myself to on things like into the stories when I’m sharing our journey to really try and think what have we like mucked up on what things that we what mistakes have you made and we’ve all the reason you you you improve this because you make mistakes. So talking about, oh, we pitched to this client and I thought it’d be good idea to do this thing. They hated it and they hated me. And we failed and I sucked and I hadn’t cried all that you know is talking about honest mistakes that
Get people rooting for you again, especially on video as well, especially on video. Yeah, and it’s definitely we did a we did a Facebook Live the other day and I press mute on the bike
for seven minutes.
And then we just we just let them all like Ritz’s for it. And then they were not right. I think it was we do. We do a broker OF THE WEEK awards, and we have like, we set up party poppers and stuff like that. I mean, how to do it.
Like cringe and awkward anyway.
But then yeah,
exactly. And then the next one we did we like to always live and just excited again.
So yeah, definitely. And then it is going back to your original point of light. It doesn’t have to be perfect. And in fact, actually, it not being perfect will help him do to, to be Yeah, I think one of the most practical things listeners can do is to that first
point of how bad do you want to find something that you want bad enough to look stupid once you’ve got that thing, then it’s a case of actually doing. So one of the best for the kind of 13 is to start something like Instagram stories, or Snapchat or some kind of, or Facebook stories where it’s just a selfie style video that you upload, and it deletes after 24 hours. And if you’ve got zero followers, that’s fine, is the whole point of getting used to speaking to camera and sharing stories and is to build your confidence up. It’s not it’s not necessarily for your audience at the early stages. So really start doing it. And also, another point to really help you fast track yourself is to educate yourself as well. So there’s lots of experts out there that will say just jump on video, just do it, which is good advice in a way. But why not invest a bit of time in reading articles, watching videos to help improve that as well in terms of thinking about the topics that you can talk about, so
A lot of people just jump on video and talk about, oh the dinner they had last night or the this and it and I get the that can kind of show the real you but really what people want is to to gain some value from what you’re saying. So rather than talking about on a meeting with a client, why not share, I’m a meeting a client and this is what I learned from that meeting, I delivered. I we discussed the new sales thing that they’re going to do in here and and try and break down some value that someone can get rather than just saying, This is what I had for dinner. How did you cook that dinner? What was good about that dinner? What ingredients Did you know? Like if you were going down that route, and it Awesome, cool. Okay, so we’ve decided we’re gonna do video, we listen to this podcast, listen to and we’re gonna, we’re gonna smash it. And we talked about planning there. But you also brought up that there’s kind of three there’s three types of content and three kind of stages and they kind of when I talk about
like buying stages, what something like really similar and they fit in those three that you’ve got an awareness consideration and purchase. And you talked about doing a lot of the awareness stuff in the beginning, and you’re not doing consideration of purchase. So can we break those down just kind of explain to those guys that are going to get the cameras out as soon as we is it bless your. So ultimately what you’re talking about is a traditional marketing funnel. And this traditional marketing funnel represents the journey your customers go on from being complete strangers, not knowing who you are, to having a problem to realizing you could potentially solve that problem and amongst other people, your competitors to choosing that you are the right solution to becoming a customer. So there’s this journey, where in the top, there’s lots of people who are strangers, and at the bottom pops out customers and each of these stages awareness consideration purchase, you really need to be doing different things.
In terms of your marketing to guide people on this journey, and if we just talking about video, you need to be thinking about different types of content each of these stages. So for example, at the awareness stage, when someone doesn’t know who you are, they’re there. They’ve got a problem that you can solve, but they don’t know who you are. You really need to be creating video content that educates, entertains and inspires. Right? The biggest mistake we see is at this stage when people are just realizing who you are lots of businesses will dive in for you know, we can help you buy my products and services going for the sale. Whereas what we really need to do is not be nurturing these people by demonstrating we know we’re talking about one of the easiest, easiest, easiest ways that any types of content anyone can do is educational content. is sharing some kind of insight your you sell your knowledge as a service, giving a taste of that Atlanta know, maybe you can help us with this. I know there’s some red tape around kind of giving advice in your
industry is that what what is here? What are the rules? So I think they’ve got it if it’s a financial promotion, they’ve got to get it signed off. But some of them are being so sometimes they’ll get their scripts now they might have to get a script signed off by their complete their life partner network, and they’ve got a team.
But one way one of the guys is getting around it because he’s ex estate agent. Now our broker he does videos on tips about moving homes and not necessarily the mortgage itself. So it would be you may have to get a script done if it’s you’re talking about specifics, but if you’re giving advice on the whole moving all things related to it, yeah, then you don’t so it’s a bit of a
funny one. So I guess just understanding what you those kind of processes of in this awareness, educational stage, what you kind of can’t do understanding that and then creating video content, to just share that knowledge and what this does
is ultimately it builds trust with your audience because you’re showing you know what you’re talking about. It makes them like you more because rather than them seeing you and you asking them to buy stuff from you, which people hate, you’re actually just providing something valuable without asking for anything in return. So that’s kind of the awareness stage focus on educating, entertaining, inspiring with your video content. So that’s one level of content. The next level of content consideration. This is really when when people know about you because they’ve consumed your educational content. This is where you really need to be creating video content that makes that an easy decision for them to choose you as the best supplier. So think about what did they do to qualify you as the supplier? Things like they want to see who you’ve worked with before? They want to see testimonials, case studies. They want to see examples of the work you’ve done before. They’ve got lots of questions around how much does it cost? Is there a contract I need to sign what’s the process if I want to work with you, all of the
qualifying questions and things in their head. It’s just like when you buy a product on Amazon, right? This is a completely different thing. But so you’re buying a product on Amazon when you search. So we’ve just bought some memory sticks. For example, this is really random, we just bought some memory sticks, what was the process either and our team went through to choose those memory sticks, we gave her some specific things, the size of the memory stick, we want to have a thing that it’s actually to our key ring. We want you to look at reviews to check other people have said it’s a good memory stick, we want you to check the specs of it. There’s all these things that we do to qualify that and as a business, going back to your the listeners, you need to be creating videos that provide that information to to ultimately communicate that you are going to deliver on the promise of you know giving the best financial advice or whatever services you provide. This is where you need to show that you are the best option and prove that to your audience.
Awesome. Okay, cool. So when How would you
You know, and like delivering that. And then where are you delivering that kind of content, your awareness and consideration on the same channel? Like, if I’m focusing on Twitter? What am I randomly putting that out? Or how do you? i? Great question. Great question. So it’s really about understanding when people that are each of these stages, where will they be looking for the information, right? So for example, if someone’s completely cold, and looking for answers to questions, where’s the first place? They look? searching in Google? Right? So creating educational blogs, written content is a great way of being found in Google. Social media. People are browsing social media so you can create videos there. When people are looking for things like case studies, and testimonials, they’re normally looking on your website. So producing this kind of content there, but there’s no hard and fast rule here.
One way that that we identify where people are each of these stages is to use targeted remarketing ads on things like Facebook. And I know you do you do this as well. So Facebook,
the Facebook ad platform is a super easy way to identify people each of these stages. So for example, when you create an awareness piece of content on Facebook, you can track how many people watch the first 10 seconds of that video, the first 25% and you can create an audience with people who have watched a certain amount of your content because you know, they’ve got some level of interest. So you can create an audience of people in that consideration stage. You can also then create an audience of people who have consumed the content in the consideration stage, maybe clicked on your website but haven’t purchased or taking the call to action. You can then remark it to them with call to action content to say hey, you ready to buy now So Facebook ads is a really great way of identifying where the people are in each of those stages. Love it. Yeah, now we do that that video thing that works and absolute tree all because fine.
Books, awesome for like financial services, like almost every financial service product is an interest on Facebook. So they’ve got their audiences as well. But more and more people are diving in on this now because they are just kind of understanding that Google’s getting a bit more expensive. Facebook’s getting that somehow, over the last sort of year 18 months, we’ve noticed the quality of inquiry coming from Facebook, and people shifting money from Google or Facebook that free.
So yeah, sorry, gone gone. Yeah, I was gonna say so creating those your audiences that I your own are often cheaper, and you’re not competing. And then you’re absolutely right about then getting them at the right time as well. Yeah. I’m excited about LinkedIn as well, because the LinkedIn AD AD platform is super expensive at the minute but I can see the popularity of LinkedIn at the moment with organic reach, and he
Engagement being it’s way easier to get eyeballs on your content and to get people engaging with it. So when they nail the ad platform, I can see LinkedIn being the next kind of big ad ads platform, I’m actually get, you know, get the platform right at a affordable cost. So that’s quite exciting as well. Another thing to look out for on the horizon. So and then, and only then I guess you’re thinking about your purchase type of your, your real way. You’re actually they’ve, they’re who they are, who you are. Yeah, but they’re considering you. And then you’ve got like, I assume, like an offer or, yeah, what’s your kind of what’s your type of purchase contract. The key thing at the purchase stage is to make it easy for them to buy. So they’re ready to buy, they’re ready. They’ve gone through this stage, and trying to make it easy for them to buy. So whatever the process is on your website, even if you’ve got like a contact form, if it’s an e commerce site, I guess your group will be mainly
Contact. Yeah, yeah. So making that as easy as possible for people to fill out on your website having a consistent call to action. So there’s, you know, they’re looking at like, for example was our call to actually start a conversation big red button on every page of the website. And so it’s really easy for them to get in touch other things like having an instant messenger plugin on your website so that if someone’s ready to get in touch with their thinking, not quite sure, they can quickly eat like message you and you can easily respond and capture those people that will drop off otherwise.
And yeah, there’s just a few things for purchase and then when when you’re doing those sort of videos as purchase stage are you doing as you like, will it feel more uncomfortable doing like a salesy type video? How do you sort of bridge that? Yeah, yeah, I think the purchase that last stage of content needs to be much less
The other stages, you don’t want to be seen as videos of you saying by this all the time, you know, yeah. So I think the first thing is to know that there’s going to be much less volume of this type of content. But ultimately, creating content is talking about the benefits of whatever it is you’re selling. And saying, hey, if you want a book on with a clear call to actually like, for example, we’re running, we’re currently building up a big campaign around LinkedIn training that we’re going to be running on the office that we’re moving into in a few months, and I’ll purchase content is going to be me on camera saying, hey, this, this training is crazy, good value, look at what the benefit benefit benefit benefits that you’re going to get. And look at the cost of it. You’re gonna you know, and just and just having a clear call to action to say, Brooklyn now because there’s limited places. So it’s really about communicating the value in a concise way and having a clear call to action to say, do this thing that shows you want to get in touch or whatever your call to action it will give awesome and I guess if you’re doing a lot if you start with the African
What’s up, build up your confidence and then kind of worried about this purchase ones last, I guess you’ll be in a more you’ll feel more like Batman. Yeah. And I’d be the first six months that you’re doing this, at least, I’d really be focusing on correcting most of the content in the awareness stage. You can’t just think right this week, I’m going to create an awareness video next week of consideration video. It takes time to build this trust. So being realistic with yourself, you need to be building this trust over six months to a year at least to be having enough trust to then be able to say hey, buy my products and services. So yeah, bro. Excellent. Have we, I guess other than like tools and equipment and things like that. So you’ve got a couple of apps, sample clips in in shot where you’re kind of editing on your phone fine. If we if we covered everything that we need to to help people get into doing more videos, anything else. Just a few points about technical stuff and Lloyd my business partner is
This is his jam but I know I know about it so things like like when I started like you said my videos were shared there was shaky there wasn’t any good lighting but now you can start today and actually do a few things to make your videos much better quality than most people with their video so things like lighting, making sure that you’ve got light coming on to your if you’re speaking onto your face. And that you’re not like a silhouette if you’ve got like coming from behind you. You’re like a silhouette is Tara was having lighting come on to you. natural lighting is good you theme is standby window or stand outside if you didn’t have lights, you get lights on Amazon for like 100 quid if you did want those kind of things. Sound sound is so so important. So we’ve got on our website and blogs and things talking about different setups that you can use but getting a good either kind of lapel mic where it’s like on a wire and it’s a small like you can attach to your to your clothing, or a shotgun mic where it’s a market tax.
To the your phone or triple or whatever it is, and it picks up the audio from you. So lighting sound and also the framing of your shot. So just checking that, like here on the center of the show, it looks very kind of like same it same with you don’t you had being chopped off like this, or like being really small back here, you just want to good. I’ve taken up a third of the screen. And again, this isn’t hard and fast rules. There’s different things that work but on a very basic level. There’s just some tips for tech because there’s loads of resources online as well. Just Google basic setup for a good video and you’ll find framing tips, lighting, fix the tips, Audio Tips. Good. Awesome. And then you mentioned in your talk as well the and we’ve said it a couple of times on the podcast. A lot of the time people haven’t got a sound on with their phones and they’re watching it and getting those subtitles. So now you kind of mentioned we use rev ourselves as well. If you got an Apple phone, what was it was it
Apple clips because I’ve got Yeah, I’m an Android on a Google fanboy. So got the picture.
So I’d say we’ve actually just written an article on this video tutorial showing how to do this, I’d really recommend using read, we’ve actually got a $10 free coupon you can use to get your first 10 minutes of video free. We teamed up with them for that. But that’s one of the easiest ways they charge $1 a minute. Yeah. And you can either on LinkedIn, Facebook and Twitter, you can basically upload to the the SRT file that they send you when when they make the captions. Or you can use a tool called cap wing, which is an online tool, which is basically if you don’t do any video editing is an online tool where you upload the file that ref gives you and it automatically adds the captions directly onto your video. So super cheap to do and really important that you get those made. Awesome. Thank you me. I’ve taken loads from this already I what I love about doing this podcast is like I remember before thinking what am I going to learn I’ve been doing this for like 15 years.
I’ve taken so much already. I don’t think I’m thinking about my videos in those three stages. I putting out a load of awareness content, definitely. Especially in our group with our ads. I’m probably I’m probably missing out consideration I think in Yeah. And what what we’re doing definitely, we’re we’re already you know, we benefit loads from us already. So again, not needing to take what we’ve done here and be perfect. Yeah, just doing getting started. And you’ll you’ll, you’ll learn yourself when you from, yeah, what’s going to work? And the key thing to think the final kind of endpoint is to really think how bad do you want it? Do you want it bad enough to give it a go? And that’s the key thing you need to think find something that you want bad enough to risk looking a bit silly when you first make your first rubbish videos, but you learn by doing so? No, absolutely. I was I was getting frustrated. I remember having, like, I just want you know, get real financial
What were these inquiries coming from? And it is when I was listening to people like Chris Ducker about sort of, you know, people buy from people. And I just knew I had to get myself out there and that’s why I did that Instagram challenge and it wasn’t a coincidence. It was a January as a start of a new year. I was like, I want this by Thursday. I’m just gonna I’m just going to do it. So if anyone is listening and they are like mega frustrated there, because a lot of the our listeners by inquiries they buy leads for like, anything from some, like really rubbish ones for like 10 quid, but some people are paying up to 100 quid for a lead when they could be generating their own. I mean, I want one quick point on that. The reason I when you’re doing the things that we preach about or teaches you say,
we like you’re building that trust. So when when a lead actually comes to you, they’ve already qualified themselves, they’ve already trust you to deliver, whereas a cold lead you bought for 50 quid, they’re like Who the hell
It’s basically like,
cold calling, which sucks.
I can tell you why it’s been so successful because this strategy of building a brand works way better than just buying a cold lead and contacting them, you know? Absolutely. And part of that that talk that I’m going to do for the brokers in in May, was, you know, I was I can teach you how to do ads, and I knew how to do ads, when I was struggling, doing the ads and getting in front of the right people didn’t solve all my problems. It got some inquiries in but they were like saying, I can get it cheaper elsewhere, or my uncle Dave built me a website as I don’t need a proper one.
Yeah, if there’s call center in India that know how to do SEO, and they do it for $5 an hour, right. I separate myself from any of those problems. I’ve never had that problem since doing doing us and like you said,
Yeah, you’ve somehow relate their pre qualifying themselves, they’ve decided that they want to work with you. Yeah. And it is working for people in financial services already. There’s so many examples of people on the monkey bars and in our group that do it so good. This 20 minute podcast is going on for a while, it has
to say, You’re literally just about so you’re a busy man, and I’ve stolen much time as I think I can without getting awkward, but you just made it a little bit.
Good, dude. Thank you so much, really appreciate it. Where can I find you online? What’s the best platform? So and we’ll drop the link into the article that you mentioned as well. So we’ll put that in. Yeah, we’re across social but the best place with links to all our socials and our website, which is KPS digital marketing coda UK. And yeah,
I’d love to connect with you guys who are listening. And if you’ve got any questions, tweet me or email me or do whatever platform works for you and get in touch in it. And when you
Launch that links in training, I invited you into our group, please drop it in there. So I know we’ll have some people that want to do that as well. And where can we see you speaking for the rest of the year? So I am I’m next speaking in an event called amplify it which is in Ireland. So if anyone’s Irish in Ireland listening to have I had an email is that if they guys in Northern Ireland that I can’t make it to your event. So that definitely is there you go. So there’s that there is I’m speaking at an event called digitally and then Ronan mania in October, it’s a bit further away. But the big one is atomic on 2020 and Newcastle next year, which is going to be which is where we met. Yeah, it’s gonna be a wicked event. So on to that. Fantastic. Yeah, I’ll be dropping the link into that because that venue looks incredible. Yeah. Cool. Thank you, mate. Thank you. Good. And we shouldn’t speak so. Okay, and then we haven’t that was my interview with Dan Knowlton, so much value there. I’ve actually done a video on all the points that
I’ve taken away from that podcast episode. And I’m going to try and do that every week actually, because my show notes on the podcast have been dreadful. I literally have done a transcription by a computer and it doesn’t make a lot of sense. So I’m going to be putting more effort into summarizing what I’ve taken away from each episode. I hope you’ve learned a lot downs in our Facebook group now. So it’s the lead generation for financial services on Facebook. You can find us on there. If you put any questions in either Dan or I’d be more than happy to answer them. And please just give video a try. It was a massive, massive difference in my business. I’ve seen it make a massive difference for Pete Matthew, who was on the first episode of our podcast I’ve seen it make a massive difference for at Borland he was on the other week and Gary das as well. It’s so powerful people can get to know you meet you online, in your sleep as on autopilot. So please, please do give it a go. And the biggest takeaway, I think is that it’s going to be rubbish beginning but it will get better. I will see you next time.
week. Thank you so much for listening and see you then
So these are my top takeaways from my interview with Dan Knowlton, video marketing expert.
Number one: Dan believes that you need to want something bad enough to be okay with looking stupid on video. So, what is it, what is your end goal? Is it to sell your business for seven figures or whatever it is, do you want that bad enough that you’re okay with looking stupid on video that maybe someone might take the Mickey out of you, your friends, most likely, which happened to Dan. His mates absolutely rinsed him, but he wanted it so bad that he was okay with that. So, what, have you identified what it is that you want badly enough to be okay with looking stupid on video.
Number two: Start small. So, start with your smart thing. Don’t go out and buy loads of kit before you realise that you’re actually going to use it. So, I started with my smart phone, I’ve then got a Logitech webcam, which was about 70-80 quid, and now I’ve invested in a camera that’s 450 quid. So, I took it stage by stage. So, don’t go out and blow your budget on a load of equipment before you realised video is actually for you.
And number three: You have to make bad videos to be able to make good ones. They’re gonna be rubbish in the beginning, and mine certainly aren’t polished now, but I know that I’m getting better and better each time I do it. So, you’ve gotta be okay with it, it’s going to be rubbish. Don’t be put off by the first video that you do is awful, ’cause it probably is gonna be. But you have to make those rubbish ones to be able to make good ones. No one has ever naturally just turned on a camera and be awesome at video straight away. So, you gotta be able to be comfortable with and be okay with that the first videos you are gonna make are gonna be rubbish.
So, number four, this is actually something that I came up with, and something that I do for my videos is before I go on video, I say, “I like myself” in my head, and it makes me smile and I can’t not smile when I say that. I also have a mantra, which is a bit embarrassing, but I say in my head, “I’m Bruce Wayne, I’m the Batman.” Makes me really confident, actually feel like Batman, I’m actually reading a book at the moment, Todd Herman’s Alter Ego, he talked about creating an alter ego, I highly recommend that book, so if you feel like you’re not comfortable enough at video, in your mind you can create this alter ego, some kind of superhero that is amazing at video. Honestly, that book is incredible, I’m sort of halfway through at the moment, so check it out.
So, everyone kind of deals with imposter syndrome, so something Dan said was, “Just be comfortable “and be okay with that you don’t have to know everything. “You don’t have to be the 100% expert “that knows everything in your field.” So, just be comfortable with that ’cause a lot of people stop themselves from doing video to think, “Oh, maybe I don’t know enough,” or “so-and-so knows more.” It’s okay not having all the answers. You know what you know, and you’re an expert in your field at what you do. You don’t have to know absolutely everything. I don’t know everything about lead generation. Dan said he doesn’t know everything about video marketing. That’s fine, you can still create video content, you should still help people, you can still be informative and can still make great videos. So, one interesting thing Dan said was that showing some vulnerability, nobody likes a know-it-all.
So, this kind of goes back to the last point of it’s okay not knowing everything. So, he read the book about the guy who invented the TED Talks. And in that book, it said, “Show some vulnerability “and people will root for you.” If you start off being a know-it-all, people are gonna get their guard up and they’re gonna be quite cynical of you. But if you show your vulnerability, then people will start rooting for you and Dan actually did this in his talk when I met him at Atomicon, he talked about how his friends took the Mickey out of him for doing video, and he actually showed us the videos that his mates made like poking fun at him because it showed his vulnerability, and we all started rooting for him. So, it’s a really great kind of tip, really, that it’s okay to be vulnerable and not be perfect.
If you’re starting out with video, try Instagram Stories or Facebook Stories, ’cause they’re only around for 24 hours, so if you are making rubbish videos, then they’re not gonna stay around forever, so it’s really good to actually start gaining your confidence. If you’ve got no followers and you’re just starting out, then using Instagram Stories, Facebook Stories will help you build your confidence, get comfortable with video and you can do that over and over again and it doesn’t matter because it’s gonna disappear after 24 hours.
So, Dan believes there’s three types of content. I happen to agree with him on this, that there’s a cell cycle and there’s three stages. So, there’s people can be researching you, so there’s that kind of awareness stage. Then there’s consideration and there’s sales. So, creating content that map into all of these stages. So, he believes that start out with awareness and over six months you’ll be all about awareness, education, trying to inspire people and let them know. Give them free advice, essentially, on video. And then the next step is for them when they know about you, they know you’ve got the knowledge ’cause you’ve done all that awareness content, is to they’re maybe to consider you. So, creating content that’s about testimonials, how you can sort of position yourself as you’re the right option for them once they’ve got to know you. And then, obviously, the sales stuff, which is where you’ll have a call to action where you actually got an offer or something or you’re talking about the thing you’re trying to sell. One point he made was maybe reduce the amount of sales content you have. So, in terms of ratio, have much more awareness, a little bit less consideration, and then less of the sales stuff. So, when you’ve created those three types of content, you’ve got your awareness, consideration, and then your sales content, you can use Facebook Ads to use remarketing. So, there’s a great tool for Facebook Ads. If someone’s watched over a quarter or a half, let’s say, of your awareness videos, you can then use remarketing to advertise your consideration content to the people that have watched the awareness, if that kind of makes sense. So, you can kind of shuffle them along the funnel until they’re ready for a sale.
Dan gave us some really good practical tips on creating really good videos. So, lighting, get some lighting on your face, so I’ve got a LED light over there, I’ve got some natural light coming through the window as well. So, I’ve only got one light, you can see my face is a little bit dark on the other side, really I can do with another light there as well. So, I think we’re gonna get one of those. So, if you haven’t got lights, they are really cheap on Amazon, but like stand by a window, if you go right next to a window, natural light is even better, so, again you don’t have to fork out if you’re at the beginning. Sound is so, so important. So, I have got a Yeti microphone here. You can also get these kind of Lapel microphones, so I’ve got the adapter to go in my phone, and there’s a little microphone there. This was on Amazon, really cheap on Amazon to get some really good sound. So, I normally take that if I’m out and about and I can’t take the big old microphone with me. So, framing, I’m right in the middle of the frame at the moment, again, my videos aren’t perfect but, getting yourself looking nice in the middle. If you’re doing stuff on your laptop, it does look a bit weird if you’re looking up, and that’s why I think people take selfies from looking down, if anything, when you look down a bit it looks better, but just having a nice bit of framing, so you’re not chopping your head off and then it looks good, as much as possible.
Another really great tip from Dan is that on social media, people often don’t have their sound on. I remember going to LinkedIn’s launch of video ads, and they were saying, I think it was around 80 or I think it might have been higher than that, a really high percentage of people are watching videos with the sound off, so subtitles are really important. Rev.com, R-E-V.com, will help you. Basically, they will transcribe and do the captions for you, they time it up, everything. All you’ve gotta do is download a file that you can then combine with your videos called an SRT file. So, you can get your subtitles done really cheaply, that is a dollar a minute. So, that’s R-E-V.com. And if you are doing video content, if you’re using your marketing and then you get leads through, I’ve noticed a massive difference with this, that people are qualifying themselves as a lead, so if you’re buying leads in, they have no idea who you are. If they’ve come through and seen your video content, they’ve got to know you, they like you, they trust you, it’s a much warmer lead, you’ve paid less for it, sometimes nothing, and then they’ve decided already that they want to work with you. You’ve just gotta sort the deal out. It’s a much easier, warmer lead.