019 – Dan Knowlton – Video Marketing Creates Quality Leads

019 - Dan Knowlton - Video Marketing Creates Quality Leads

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019 - Dan Knowlton - Video Marketing Creates Quality Leads

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.

Dan’s Website:
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019 - Dan Knowlton - Video Marketing Creates Quality Leads
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 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.,, 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 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.

018 – David Kilkelly – Linkedin Video Marketing

018 - David Kilkelly - Linkedin Video Marketing

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018 - David Kilkelly - Linkedin Video Marketing

018 - David Kilkelly - Linkedin Video MarketingSo this week is an episode with David Kilkelly who is a video specialist, and he’s got a course coming out on LinkedIn video marketing.

Now what I love about recording this podcast is that with every guest that I get, and I always take away one sort of nugget, one value bomb, if you like, of something that I’m going to implement in my business or something that I’ve not thought of before. And this one was a really simple thing, which I should be doing. And it’s really easy to do.

So if you’re creating video content on LinkedIn.

And people are liking it.

Then just going in and making a connection request with people who have liked your video is a great way to build your following.

It’ll be a warm connection, and you can just in the reason for making that connection say hey so you liked my video it would be great to connect something as simple as that.

So, I’ve started doing this now. I know I need to do more video on LinkedIn, LinkedIn is obviously a b2b platform for our business, it’s right for it we do loads of video but on Facebook so I know I need to do more on LinkedIn.

I know some of the people we’ve had on the podcast before so Ash who was on last week. He’s doing loads of video content on LinkedIn Gary Das has been on the podcast before he’s doing loads of video on LinkedIn. So just because if you’re in a B2C environment doesn’t mean your customer is not on LinkedIn, as well.

So I really enjoyed this episode with David, anyone that comes recommended by Chris Ducker (as you may know I’m a little bit of a Chris Ducker fan boy) is someone worth speaking to.

The audio goes a bit funny in places but I think it’s perfectly okay, and there’s so much value in this episode, I really hope you enjoy it so this is David Killelly from Blink Back productions, and we’re talking about LinkedIn video.

David’s Linkedin:
David’s website:

Hello, and welcome to the lead generation for financial services podcast. And this week we’re talking a video and specifically a video for LinkedIn. So this is all the the b2b financial services out there but some of you may be wanting to make connections as well. This week I interview a David Kilkenny now he is a video expert. He’s got a video agency. He works with some really big name. So Chris Ducker who is one of the biggest online entrepreneurs he was working with him at his conference and he’s been working with him and known him for some time. And David is launching a LinkedIn Video Course soon so his his mind is firmly in that area at the moment. He’s been getting some great results from video. I’ve got some really good tips I learned quite a bit actually from this interview and I thought I was kind of knowing all about

Do so we took everything from creating videos to how to get maximum exposure on LinkedIn or how to use video to grow your connections on LinkedIn as well. So full disclosure, we This was impromptu, we went live, basically the software wasn’t working and not go live. And we had some internet issues and David’s audio sometimes as a bit of a trying we’re trying to clean it up as much as possible, but it’s not the best, but I think it’s totally fine. I think you’ll really enjoy it because there’s so much value in here. So I want you guys to hear this. So without further ado, let’s hear from David. today. I’ve got David with me and we’re going to be talking video and specifically video for LinkedIn. David. So welcome and thanks for joining me. Hello. Hi. Nice to be here. Thank you for asking me along. No worries at all. So we we didn’t meet at the Uranus summit that that’s kind of the the connection, isn’t it? You’re filming that for Chris Tucker.

Yeah, that’s why we do video content for a lot of different companies and small companies, big companies, we do social media content, lot of storytelling.

A some campaign work that kind of stuff. And not too much in the way of events. But Ali knew Chris briefly from a couple of years ago, he kept wanting to free ticket so I kind of said, I’ll come to do some filming for you and you know, obviously come to soak up some of the vibe is for the people and and then also produce the content for the event as well which are going to use to promote for next year. Yeah, and a fantastic Okay, brilliant. So once you took a video, but we’re going to talk specifically about LinkedIn video army, because you’ve got a course coming out sort of this year that and you’ve had some like really good results on it. So that’s going to be specifically we’re going to be I guess, b2b, LinkedIn. And is that like I eating because LinkedIn obviously launched the video ads last year. It’s mostly just

Flight, the organic stuff or even in some of the answers, I

know it’s mostly organic.

They lost the ads last year, but they LinkedIn only launched video in itself about 18 months ago. So all have kind of adopted video over the last few years.

And when they’ve done that, they’ve generally try to get everyone to use video so for for quite a while Facebook was a really effective platform for video. And if you put the video up there, it would just go for miles and everyone would see it. And then of course Facebook decided to start trying to monetize that and the reach color hard he had put more money into like my thing but but LinkedIn is the most recent of the kind of main social networks to add video in. So it’s a fairly new edition. And they are now trying to get people to use video on the platform. So obviously LinkedIn is a b2b platform. So those videos are coming in kind of specific

Sort of format. So a lot of people are using it to kind of login to kind of deliver expertise and to kind of talk about industry, sort of topics and that kind of thing.

And it’s still

open, are you seeing more and more of it now, but I think probably it’s still predominantly a text based kind of social platform that we’re starting to see more and more video. And at the moment, if you publish video on LinkedIn, you a lot of people watch it, you get you can get good reach pretty easily. So it’s, it’s a good time to invest a bit of time into it and to have a think about, you know, what you can do with it and how to use it. Like all marketing, things get saturated, they become available, they become popular, they come saturated, and then they didn’t work as well. So it’s, it’s good to be in at the front end of these things. And absolutely, totally agree with that. Because some of the stuff we put links in the video views or go crazy compared to like just text and images and things like that. So

Awesome. Where do you stand on the because there’s a lot of I see a lot of the activities where people are doing it on their phone, in their car,

about planning and things like that, because it’s kind of you want to so the reason we want to do this interview is to encourage people to do more video.

And you want to make it as simple as possible. And I guess the message is the strongest bit but I don’t know something about the car ones that Isn’t it weird how everyone seems to do them in their car? Yeah, I actually, I actually did a bit of a Mickey take on that. I thought if you went connected with me and scroll back down my feed, you see a video that I did a few months ago, which is kind of ranting a little bit about that particular thing because not only did they do in their car, but they usually that kind of thing. So this way, I went to a meeting, and I met with the client and it was really good and next week, I know you just like I don’t care about that. You know, and I think moving towards

isn’t necessarily the location is what the people talking about. And a lot of the time, they’re not really thinking about their audience, they’re not really thinking about what someone might want to hear. The most important thing is this position to have that Firstly, how to think about what you’re going to talk about. And then to make it very snappy and valuable for the person who’s watching it. So, I mean, that’s the essence of all good content marketing, you’re not thinking about you,

you’re thinking about the audience. And,

and so So I think, you know, it only just happens to be the case that you know, the people who are doing it in their car I’m also doing very good content at the same time. So I was gonna say so it’s not I could not necessarily be the phone in the car situation. It’s, it’s it is planning. So where do you start, then you’re kind of suggesting them that I really need to understand my customer first before I even think about whether it’s video or whether it’s a blog or whether it’s whatever it is that you

Start, yes.

Okay. And so what do you do that when you’re so like, do you have clients come to you when they’re not sure what they already work that out. So you get involved in that kind of process? And no, I think it’s sometimes it’s quite valuable to have a third party kind of help you, you know, because when you’re inside the frame, you can’t see the picture a lot of the time so you but you, there are processes that you can do to unpack your skill set and to kind of start to look at the things that the audience is going to find useful. Generally, you know, you’ll have a better idea of the struggles that your customers have the nine mil, but I can help you kind of access that by saying vice, you know, sitting down and kill again, right. Let’s break this down into components. Let’s have a look at the different sections in your business. Let’s have a look at the different types of customers you’ve gone, what struggles are, you can break it down into components, through a fairly kind of simple process of just debating bit of time to it and thinking about it.

And then a lot of the time, it’s just the questions that you get asked commonly a lot of the time. So for us, it might be, you know, how much does the video cost or what we’re talking about earlier about not getting the light, right. So you know, if you, if you’ve got a, you know, if you’re using your mobile phone, that’s okay, mobile phones can be okay, so you’ve got a good one. But you know, you can make it look much, much better by choosing the right location or plugging the microphone into it to make the sound better. So, you know,

those are lessons that I could do a short video about answering I could say you could use this microphone you can shoot in this location. You can plan your content in these ways and just publish a short video that’s maybe for LinkedIn I think the sweet spot somewhere between a minute in about three or four minutes

and, and then to just kind of deliver that single point in in as an interesting and compact way as you can really think. Yeah, no, absolutely what I did this time last year was did like a

challenge myself to do like Instagram video, when the maximum amount of time you can do is a minute. So it kind of trained me to get things like one point across, like really quickly. And that really helped me as well because I literally, I couldn’t publish it unless it was less than a minute if that makes sense. Yeah, I mean, we always talked about advertising of like just one point, rather than trying to cover too many things up. So do you say you reckon start with like your FAQ? Yeah, absolutely.

And, or if you’ve got any existing blog posts or kind of content, you know, the format, that’s good to go through and cherry pick ideas out of, if you’ve done maybe longer form videos or interviews in the past, with kind of client interviews to sort of figure out what their challenges are. You can use that.

You know, you could you could all say the I mean, if you’re doing events, you could, in theory, film The events.

And take snips out of, you know, people are talking about the events. I think that’s slightly less personal. I think LinkedIn is becoming quite a personal platform now which is interesting. And and it’s and it’s what Christopher talks about about p2p. And, and not be to be where, and what we want to see in business is people that were doing business where there’s not a big corporate kind of face, where you’re just looking at a brand and a whole bunch of you know, Brenda gave or Chris or that nice and what they think and what and that you’re doing business with them rather than this kind of big, faceless entity. And I think that’s what LinkedIn is kind of facilitating that. So when when you publish on your channel, you are really publishing, you know, from your personal profile. And they can be views and thoughts about your company and about your audience, but they’ll do your personal views.

Link. One of the things that LinkedIn has, it really got down at the minute is

On, it’ll be interesting to see how they developed over the next 12 months is company pages, because the company pages are quite difficult to access and quite difficult to use. So it’s all really about the personal profile at the moment, but I think that’s quite good. I like that. Yeah, there’s definitely I think the, from what I’ve seen like we use the company pages because we need them to run ads that we rarely and then it’s there’s a quirk with answers like publishing content to the page mix it lets you have a bigger add another story so that is the only reason why we publish on like company pages, literally for the ads rather than any organic reach at all. We’re just fighting as well as it being hard to use is just doesn’t get any reach because it’s your, your individual connections, isn’t it where you’re getting that

the reach from already? Yeah, I think I think they are. You know, I, I I’m sort of hesitant when Microsoft took LinkedIn on I thought they were either going to trash it or make it good and if people

is like they’re actually doing some quite good things with it people more people are starting to use it. Just recently, they introduced some developments to the groups, which as we know, was all like tumbleweed for years and no one’s using them. So you know that hopefully there’s good things coming out of it. And I expect they’ll adapt and change some of those things around the company pages as we go on.

So yeah, I think it’s an exciting time I think for and of course, one of the things that we don’t have at the moment with LinkedIn video is any real kind of analytics or paid promotion or any other kind of things you get into Facebook? And do you know, I suppose it’s a little bit of a drawback, but at the moment, where we really get in terms of engagement is is the view count. So you get you know,

literally like 3000 people have watched there. So it’s been what 2000 times or whatever it is, that’s about it. There’s not much else apart from the likes and the comments that you can you can use with that, but I think that that’s still enough to get some value from so why quite often

Do is off the back of the video, I’ll go through the comments. And I’ll go through the likes, and I’ll just connect with those people because those people have, you know, sort of, you know, registered the relationship and kind of interacted a little bit. And that’s just a good starting place, they’re more likely to want to watch another video in the future. So on that sort of topic, so I’ll connect with those. That’s a really good way of just developing your network. It’s a warm connection, because they recognize you. And you can build your network pretty quickly. I think last year, we did, I did a video to his was about 45 seconds long, it was shot on my mobile phone. It was talking just really quickly about some titles and subtitles and your video, which we can talk about in a minute one. And that video did 50,000 views in a week. And my and I my LinkedIn connections both from I think about six or 700 at the time, up to about 1200 just literally doubled in a week and week and a half thing. So you

You know, it can be quite valuable, you know, that sort of process seems, the more you do it, the more likely you are to kind of strike a nerve or five touch points so where where people really resonated with that and then and then it kind of takes off you know, and I think that’s awesome then that I never really saw petty thought on to connect to people that liked their video but that makes absolute sense to to build those connections so and I guess it doesn’t take a lot of time just to go back on that video. haven’t got any comments and then you’re right that’s like a really warm connection you’re not just connecting with because some people have real issues with connecting with strangers on LinkedIn don’t know they’re like, yeah,

so actually doing that warm one is a is a great tactic. Yeah, and I think just a quick sentence that goes with it Hi, I saw you like my video would ever be great to connect so that’s all you need to really you know, so for me, I can we talk like equipment. Fact if I guess if I was going to do it myself.

Self but I also want to talk about and get some advice from you on working with someone like yourself some advice for me looking someone if there’s anything I can do to obviously make that easier, but they’re still gonna have you got because he talks about adding microphones and things and there are stuff on Amazon, they can get for your face if you got any particular kind of kit that you would recommend.

And I didn’t use my phone and I’ve got something called a Cosmo gimbal which is made by DJI which is a small handheld thing, which costs 150 200

pounds so a huge amount and that you can flip the phone ran into selfie mode and that if you hold that out the front, it looks like you’ve got one somewhere.

That’s a great little tool. Yeah, that kind of thing is perfect. Just

Just balancing the fame and stopping it from shaking around because one of the things with a tiny

Mobile phone is that it’s going to bubble around quite a lot. And if you’re handling as well, it’s going to pick up a lot of the noise on the microphone from from kind of handling it. So a simple thing like that is a great investment just so that you can

so that you can do that. And

if you’ve got a little set of you got some feet on that one, so you can also use us thing Yeah, so you can also use that as a tripod. So you don’t even have to walk around with it. You could just pop out on the desk and sit in front of it and use it so I definitely you know, go with something like that. There are microphones, obviously the phone the phone. microphones on smartphones are variable quality on my Samsung. It’s not bad actually. But you can always improve it there’s a thing called a smart lab by road,

which is just a dedicated paleo libertarian microphone for for smartphones. I doesn’t

work with all aspects and see if it works with your phone.

And then beyond that you’re moving into kind of programs cameras, to be honest, to start out with a mobile phone is fine. I think you need to before you can throw like 3000 pounds at equipment, you want to make sure that Firstly, you’re going to you’ve got a plan to do it regularly. Secondly, that it’s working for you, and so that you’re getting some kind of result, you know, so. So,

yeah, I mean, you know, obviously, wherever your company so we’ve got loads of cameras I tend to use, I’ve got an announcement in the background there somewhere, which is about 600 quid and we’ve got nice cameras that are generally when you use that higher end equipment. It’s not even really about the picture. It’s about the reliability. So you can do things like monitor the audio and monitor the pictures of it, you know what you’re shooting so you don’t spend half an hour recording stuff and then put it into NetSuite and find out that it’s all useless because you got sound wrong where you got the picture, we got the light wrong, something like that. So you know

You get into


out my boss fun yeah now awesome brilliant and then we can drop the links to those in on the comments coming

so then if I was booking sales looks like someone like he for a day and I wanted to get loads of videos done how you know what would make your life easier my life easier What can I do beforehand kind of prep for that and make sure we get the best results possible?

Yeah So like I said, I think I said it back in the beginning that the the preparation for it well that would be the sort of from the brainstorming part of it is quite a big part of it and the more you can do on the front end of that, so obviously if you hire a video company to come in, and they they can help you with that early stage of getting the ideas together. And then you want to just basically be as efficient as you can during that shooting day because the shooting guys are going to cost you money. So if you can

You know, set aside one day, and you know,

you’re not prepared, you might get two or three videos out of that day, if you’re really prepared, you might get six or seven or eight. So, so it’s just about making sure that you know exactly what you’re doing. And then also, you know, I didn’t if you do kind of public speaking, but you know, the more you do those, you know, the more you talk, the more you go through something, the easier it is to just do it without thinking and took forever to feel natural. If you’re having to go back to notes constantly and do bit in tiny little bits, because you’re not really sure what you’re saying you’re not fluent with it, then that just takes longer and it becomes more difficult and you get less out of it. So yeah, if you if you could map out six or eight videos, and always, I mean, how you do that is kind of up to you. There’s lots of different ways of doing it. Sometimes I actually write a script, because I find it easier to see it and just kind of type out what I think I’m going to say

And then I’ll go through and put that into note form.

From person, she uses a blog post as well. And then I and then I bullet point here, and then we present from the bullet points so that I’m not reading. And then what that means is it feels a little bit more natural and it comes across a bit more conversational. But you still need to just run through those bullet points and kind of speak them out loud a few times in order to get that fluency. But then also remember that you can edit so you don’t have to do everything in a great big lump. And these days with editing kind of, you know, editing in a fancy way is kind of gone out the window. If you watch like blogs on YouTube and that kind of thing. People just can’t they just kept from shot to shot shot. There’s no kind of cutaways or addressing things up. It’s just like, you know, a few sentences and another few sentences stuck together sort of thing. So yeah, I don’t think people are too fast about production quality these days for social media content, which is essentially quite throw away content.

So, if you got something that’s on your website and you want he

wanted to sit there for two or three years, you’ve got to make sure that their production quality is high and it’s got some shelf life but social media content, you just, you know, it’s his dad gone tomorrow, isn’t it? Absolutely, literally with like things like stories, you’re

the stair and so.

So what I do sometimes for like scripting, so a lot of the guys in the group will have to get their scripts like approved by compliance, they’ll probably have to go through that process anyway. And I use otter to

transcribe it. So I’ll talk it through and I’ll use artists, I got it. I find it hard to write how you speak without speak. If that makes Yeah, so that works for me. Do you do anything similar for those kinds of scripting or?

No, I mean, you can use an Auto Key. Yeah, I mean, if, you know, possibly a little bit less

You say it’s a bit drier, that’s going to have a slightly less authentic sort of feeling. But if technical industry where, you know, the details are important, and there’s a lot of, you know, there’s a lot of caution around getting things right like they didn’t things and getting the words and everything spot on, and you could you could write for an autocue. Again, that’s just comes down to scripting. So you could, okay, so there’s a really good service called, which is a transcription service. So, in that situation, what you could do is

record, you know, record the audio, as you speak it. I’m sure I’m just thinking on the spot here now. You could, you could speak it naturally. Get ready to transcribe it so that you’ve got it all written down, send that off for compliance and get it changed so that you’re just making sure that the details are correct. And then use that script as a basis for your

Thank you. Yeah, yeah. So so you’re kind of it’s just, it’s just running that through the process to make sure that it’s okay. But you’re reading back on board, he said naturally in the first place. Yeah. So that that would feel authentic. But it would also be checked at the same time, if that makes sense. Pretty cool. And then so you mentioned earlier on so when it goes back to sort of map now we’ve sort of made our videos maximizing that on LinkedIn and such a massive thing, because I think when people are on YouTube, they’ve got headphones in when they’re on Facebook, LinkedIn, got headphones out, generally, rule.

set time subtitles is a massive thing. What’s your process a using wrath for for those as well? Yes, absolutely. I’ve got a video on our YouTube channel, actually. So if you search for blink back media, on YouTube, you’ll find our channel and I do a lot of videos there about how to produce video and video content and we’re going to be doing a lot more around LinkedIn over

The next couple of months. So that’s a good place to go just to kind of follow what we’re doing there, one of the better performing videos that show about doing titles for LinkedIn,

because it is exactly for the reasons that you just said that a lot of people using LinkedIn. Yeah, well, I’m having a coffee break or just on the train or something and they’re not they don’t have found up. Yeah, and and you know, you need to, you need to make sure that your message is delivered for those people as well as the people who are watching it with the sound up so you can use wave to transcribe it. So you literally just upload the web videos, the website, it’s $1 a minute, which for two or three minute video is nothing.

And then there’s the second stage to that process, which I explained the video on our channel, which is using a tool called handbrake, which then burns that text into the video. So because the subtitle file is, is is a separate file from the video file, essentially you have to combine them into one video for for LinkedIn. So

So there’s a process that you can do this free fairly quick process that allows you to do that. But I wasn’t aware of that was one thing up

kind of like getting in doing that in prep taking it back into the editing software like Romeo and then doing that. So I’m definitely looking up because it’s just been frustrating me and I haven’t been putting subtitles on on stuff recently because of that. So that’s awesome, brilliant. And anything else that you can suggest if we’ve completed our video with subtitled it we’re getting out there and LinkedIn to get maximize and get more reach any other

there’s some kind of classics of content skills, I suppose around maybe thinking about taking people so for example, if your name checking somebody or if you’re saying, you know, you know, in this book, this person wrote in this book about this idea, you know, it’s sometimes it’s quite nice to actually plan you know, a few name checks into your videos because then it gets

excuse to come to LinkedIn, check that you can tag them first. Because it’s kind of wasted time because some some caught like a opponents to or somebody that a client or a sort of somebody or prospect that you want to kind of engage, then you can say, Oh, this company is doing this thing over here and that’s great and then you can just type them and involve them. So that’s kind of for them you know, into the video and give them a chance to kind of contribute. It also opens it up to their network as well. So if you tag somebody, their networks going to see that so so that’s one way of doing it.

The we talked about kind of tracking the lights in the comment stream video as well. And then you can repurpose that video or maybe you can do it for LinkedIn, you can still put it out and you can still upload it to YouTube because you put it out on Facebook.

People talk about video being different for these different networks and it is a different networks require slightly different approaches and different formats.

You know, you might as well check it out.

shape it slightly if you want. You can create different tools out there for just changing like putting into square for Instagram and things like that. assume you’re going to be doing videos on repurchasing all of you got some stuff on your YouTube channel already about repurposing.

It’s on my list here.


And it’s on the top of the list that I’ve been doing today. Well, we will soon as you’ve done that, send it over and we will share along with a great, okay, cool. So I mentioned that you’re doing a course for LinkedIn video that’ll be coming out this year, but you’re doing some research at the moment. You’ve got like a survey you were saying about what people are struggling with. Is that right? Yeah, yeah, it’s a really quick two minute Survey Monkey survey which just gives me a super feel for you.

Whether you’re good at the tech stuff where you struggle with the strategy stuff, whether you’re not familiar with LinkedIn at all says literally like a handful of questions and a form letter and then anything else. And just say that I can when I’m building that course I can get a good sense of what people need and what that’s going to be the most valuable help the people so yeah, I mean, if if any of your viewers are happy to fill that out and bring it back to me, then I’ll send you the link for that. So great to send the link over walk it in the comments. Excellent. Secondly, if you got anything else you think we’ve covered a lot of ground on LinkedIn.

I think I think we do so.

There’s a lot of things there that I’ve taken back with like that, making sure I get my subtitles. Done. That handbrake software. I think the following up people who like and comment and not just leaving it, I think one thing Chris always said as well no comment left behind always reminds the comments good or bad. They just leave otherwise

You know, people will put something out there it says even if you like it, I think. Yeah, absolutely. The other thing is that you can I mean, there’s

there’s sort of uncertainty. And we’re going to try and test this this year about how if you include a link in a post, how your reach gets down breaking. So this, this is a thing, which is becoming more and more come across social networks, yeah, where they want to keep you on a social network. So if you put a link into your post, then suddenly, only five people are seeing it instead of 15. so and so and I have noticed that a little bit with the pace that we’ve time it is it’s a little bit of it, it’s quite frustrating, because ultimately, you’re what you’re watching to do is drive people back to our website, something so you can take them on to that next step. So

but the other thing you can do is put the link into the comments and that doesn’t affect the request so much. And if you’re going to do that, then obviously in terms of the ROI that we’re talking about, we’re getting sort of

Results from the video. You can set up trackable links for that so that you can see how many people are you can use things like bit leads so that you can see how many people are clicking on those links. And then of course, is good old fashioned Google Analytics that you should be checking, you should set up a goal or something in Google Analytics to see how much traffic is coming from LinkedIn. So if you’re going to invest a little bit in the video side of stuff, and you’re going to promote you’re going to publish

regularly then you should also be watching your Google Analytics to check that that your growth in your search results and and stuff coming in from from LinkedIn as well. Awesome. Brilliant. Excellent. So I’m guessing that we can find you on LinkedIn. Yes.

David Kelly, there aren’t too many David kill Kelly’s about. So yeah, again, I’ll send you a link but you can connect with me I’m was up there connecting with new people. Absolutely.

Like big on any other social platforms still.

We’re on Twitter, where

Back video, on Twitter, we have a Facebook page. I don’t use it that much, to be honest. But we can you can find it there as well and this YouTube channel as well, because fantastic but it will drop all the links in especially like the survey, all those products that we mentioned. And obviously your website as well so people can come and check you out. Well,

David, thank you so much for for coming on. I’ve learned some stuff already. Some short people in the group have taken a lot away from it as well. That’s great. Yeah, thanks very much for inviting me. Because I could check. No worries aren’t made. Oh, no, thank you so much. So that we have it. There was loads of value there for from David, if you want to see these. And here these interviews live join our Facebook group. If you look for lead generation for financial services on Facebook, you can also see are talking at a show as well. So look forward to seeing you in there. And I will be back next week if you got two seconds to subscribe.

That’d be amazing if you can leave us a review as well again, that’ll be incredible and we will see you next time.

Facebook Ads Jargon Busting – What Are Clicks (ALL)

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Hello, and welcome to my jargon busting series. This is for anyone that’s been into Facebook ads, if you work in financial services, you’ve had to look at the results. There’s loads of columns on a table and you have no idea what they mean. This is for you.

So clicks all so there are essentially all the clicks on your ad sites, including likes, shares, every kind of click whether it’s like a read more to see more of the text on images clicking away to your profile. So this can show whether people are interacting with your ad but not necessarily on the call to action. So if you’re getting a really low link, click through rate on your call to action buttons, but high clicks it may be that people are reading the read more bit and not taking action. So it could be a text issue in your ad. So clicks or so that all the clicks on likes, shares, on your profile everything they can click on your ad.

For more information take a look at Facebook’s help pages

Facebook Ads Jargon Busting – Link Clicks

Join our free Facebook Group (Lead Generation For Financial Services) for loads more practical tips!


Hello and

welcome to my jargon busting series. This is for anyone that’s been into Facebook ads. If you work in financial services, you’ve had to look at the results. There’s loads of columns on a table and you have no idea what they mean.

This is for you.

So if you’ve looked at all the columns, you’ll see link

clicks and then clicks in brackets all link clicks are when someone clicks like the call to action on your ad, whether it be learn more, watch this, send a message or whether they’ve clicked on the image or any kind of hyperlink that goes to your website or whatever it is you’re trying to do. So link clicks are what we look at, see how the ad has been effective of them clicking on a call to action.

There’s more information on Facebook’s help pages

Facebook Ads Jargon Busting – Frequency

Join our free Facebook Group (Lead Generation For Financial Services) for loads more practical tips!


Hello, and welcome to my jargon busting series. This is for anyone that’s been into Facebook ads. If you work in financial services, you’ve had to look at the results. There’s loads of columns on a table and you have no idea what they mean. This is for you.

So frequency is the average number of times a user has seen your ads. So if it’s 2.0, on average, people in your audience have seen your ads twice. So don’t get that confused with reach and impressions. So frequency is average number of times that your ad has been seen by individuals.

For more information, take a look at Facebook’s help pages.

Car Finance Case Study

Join our free Facebook Group (Lead Generation For Financial Services) for loads more practical tips!


really going to finance in terms of so when we’ve done this before for finance was really good

because car finance a lot time everybody wants it but not everyone can have it yeah so it was really good for actually finding who your perfect customers are and then you cross cross match it with the intent audiences like looking for car finance or or whatever it was and yeah we worked really well for us we got really really good value leads yeah and all the ones that came through where the right types of people and because we need based on that look alike audience that it was there were the kind of people that we want to target and we found actually because that’s a good example of google versus facebook where we were getting leads on google for was it like 2018 2018

to 20 quid and it was all that stacked up for them and it sounds a lot for free in terms of the night i was kind of our target wasn’t

and then we did that look like we have 10,000 customers that they was about 10,000 wasn’t it not far off yeah and then we impose it in face with credit look like and then it was like five quickly

was particularly

and then if i remember rightly it converted to a sale just that fraction better than the google ones it was like yeah we treated it as like it’s the same quality yeah no it says we’re already talking about a half percent yeah yeah hops and well but yeah interview was was just as good so that customer acquisition we just slashed by like for a quarter essentially it wasn’t it was quite pricey in here

017 – Ash Borland – Mortgage Broker Case Study – Just Getting Started With Video

017 - Ash Borland - Mortgage Broker Case Study - Just Getting Started With Video

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017 - Ash Borland - Mortgage Broker Case Study - Just Getting Started With Video

I found Ash Borland on Linkedin and was delighted that he’s consistently using video to market himself. The aim is to catch up with Ash every 6-9months as kind of a case study to see the effects of social media on his business.

You can find Ash:

On Linkedin:

Hello and welcome back to the lead generation for financial services podcast. And my name is Alex Curtis. I’m doing something a little bit different this week. So I’ve got ash ball, and he is a mortgage broker. And he’s sort of not entirely at the beginning of his journey, but is it very early on in his journey in terms of these creating video content is using social media. I saw him on LinkedIn. I think someone local to me like something that he did. And I thought, Oh, this is cool. Someone as a local broker, they’re doing video I’m going to see what this guy is up to. And then eventually we got chatting and thought it’d be great if we get him on the podcast, chat about what he’s doing it and then what his plans are and then catching up with him in like six to nine months and using it as kind of like a case study and just seeing that progress and the benefits of creating content as a mortgage broker. So let’s dive straight in.

This is my chat with ash Borland Hello everyone and welcome back to the lead generation for financial services podcast and this week I’ve got another mortgage broker I’ve got ash bowling with me ash How you doing? Very good Thank you. Yeah Do you know what I was meant to ask you about how do I pronounce your last name so i think is it ball and is it Borland it’s all learned however

we obviously been chatting for a bit before we recorded and I think that was one of my questions I should ask but I just

got it right so we’re all good you spelled it right so that’s the best

I have to have made that mistake before going live with a guy called Gary any are two hours in his house and we nearly went live with the wrong spelling so has been done before recently I had a guy who’s Paul is named Paul with the W yeah I did it pa w

that was the worst email possibly said

Is he thinks proceeding with

Yeah, he’s going ahead, you can make mistakes and things still work. That’s what I love. Exactly. Otherwise I would be out of business because

the amount of times I just winging it through life and seeing things things are going right now as it was dyslexic so it’s one of those where I can’t I’m the mortgage advisor calm read Cartwright can’t spell and can’t add up so where’s the charm I’ll be quiet

well you you wouldn’t have heard it yet but there’s a guy called David Thompson that will be on the podcast before you He is dyslexic left school with no qualifications sold his brokerage for five of your English million pounds

so not not an issue when I didn’t know that he didn’t. He didn’t tell me that before.

Lovely segue into the first episode.

Brilliant. So I found you on I’m pretty sure it’s LinkedIn. I think because you’re kind of local to me. I’m in Peterborough, you

or Cambridge, why aren’t you and you’re working in Sundance and I was like, wow, there’s a mortgage broker doing some video. And I was like, this is, this is amazing. I thought maybe I’ve inspired someone that’s like, no, never, never heard of me. I never do.

But it was awesome to see. And I thought, I’m going to, I’m going to follow this guy. And we, we had obviously some chats here and there, and then you’ve listened to the podcast since and you seem to like it. And what I wanted to do because you’re sort of is about five months into your role at the minute as a broker. So five months into my with my new firm 18 months before that as well. Brilliant and you were an estate agent before That’s right. Yeah, yes, I washed my sins,

mano. I one of my friends used to be an estate agent in London. I’ve heard some awful stories which

I’ll share I’ll share one in the you can either confirm or deny whether you’ve seen it happen so so I went well well also set right max I think was like 2008 yeah do you know Rob? more progressive prophecy

because I’m yeah I was half that so no idea

yeah okay yeah we all know Rob yeah so my next door neighbor growing up was Rob’s first employee and he before then he worked as an estate agent in London and then Rob does all these property investment conferences and things like that and and then my Max Simon would go on and because he was estate agent he would help the developers build relationships with estate agents and he was saying some of the things that he saw happen was like one estate agent went on holiday and he locks the keys to the house that he was selling in his drawers and no one else and then the other agents could go show anyone else

So we didn’t lose the sale and the commission. It was it was that cut through shopping.

I know. And everyone was amazed that those sort of things happen and kind of think about so well, if it’s a bit if it’s a big deal, it’s obviously the wrong thing to do. But I don’t, I don’t condone it. I can see why someone might want to lock the keys away to get

a massive commission deal. Yeah, I definitely have not done that.

When I the way I phrased it was like, have you seen that

I’ve seen that. I also have a little silly thing with that is I actually went my other half is from Cyprus and we went on holiday to Cyprus. See our family and I got text when I left the plane. Because I’ve got a set of keys in my car was parked in Stansted

for three weeks

totally by accident didn’t

drive down there, use the spare key and open it and oh my god. Amazing. Brilliant

can be done on purpose.

Brilliant Tanya so the the idea of this episode is I think and I said to you on ID mg I said if you keep doing what you’re doing i can i can see this working for you in terms of doing like the video content everything like that and you’re sort of the sort of the beginning of that journey of that so the idea of this episode is the catch up with you now and then hopefully we’ll catch up in like six nine months see how things have progressed with these still doing the same thing so you’re already talking about creating like a network group and doing all sorts of different things that are going to generate new leads but this this talk about the moment then you decided you kind of wanted to switch from selling houses to do in like the finance of it okay


there was a question

the question

yes so I am when I bought my own house what happened with it was housing estate agent for

Really about four years and I enjoyed the job I really did. But when I bought my own house, it became really, really clear and it sounds I had no idea what I was doing.

I was selling these houses Yeah, so I was advising people to do stuff that really I didn’t understand.

And I met a mortgage advisor, the guy did my mortgage, funnily enough,

I’m going to be I you know, he did a really good job but when I met him, I thought, Oh gosh, this is something that you can have more influence more impact and actually help more people that is genuinely what happened. Yeah,

he’s in he wasn’t that great. And so I thought, Okay, well, if I combined what I know from my stage and then I combine that with learning the mortgage side of things that I could be a bit more that could be my niche that’s where and so that’s how it started

when in stayed in my same company. So I was in corporate and I moved to cross into the financial service.

kind of learned that way.

And now really has been the last five months, I’m really able to, to become, I want to become

awesome. Brilliant. And then so how are you getting your light leads at the minute because you’re obviously working with fairly icon on the site, how many how many other advisors you start working with? And do you get given leads by the company or you? Yeah. So right now I get leads from I work with agencies because that’s kind of my, my forte. Yeah, so within a state agency still, because what I’m looking to do is be like a, like a whole mover die. So I do deal with agencies and I see them I’d go in there three times a week yeah, it’s gonna be in there all the time. Yeah, and I spend time at head office we have an orphan client banks, I’m just talking to those by Einstein and get leads from from the social media, which is good, where it kind of happened really, so I’m starting to get those as well. So it’s a real kind of wealth of

mixture yeah just very different from what it was six months ago where it was just that corporate state agency environment so it’s a completely different world really for me now awesome I think it’s great that you’re not just relying on the leads that you’re being given because I’ve spoken to

I lose count of how many brokers where they’ve gone from one role I was speaking to one person she she she you had been given estate agent type leads yeah and she was saying all my the standard conversion was like one in three she was expecting like web leads to convert in the same way like

I don’t have I don’t know how to break into I said have you spoke to any like brokers that are dealing with with web leads are you confident because I’m going to be honest I don’t think I can supply you leads that are will have a 33% conversion to say I just Yeah, I don’t think that’s going to happen and it was

This person had just dive straight out of that role into this self employed role with like,

no experience no no social media not like no nothing and it was that it is a completely different animal isn’t it? It is it really is and I I definitely am guilty for that when I first started so when I came over to so that when I’m at work for a fully light for financial planning firm and I expected like say when you’re in the agency the case sizes and massive you ever you know, people you meet are people who are buying Yeah,

but when you go into that, you know that world where it is literally just calling 10 people to hold the one person says yes, it was very, very different can imagine very much. So I do keep myself a little bit think if I was back in agency. Now, having done six months here, I probably absolutely clean up because yeah, just kind of like you say it’s a bit of a silver platter when you’re in when you’re in that corporate world. They just hand it to even book in your diary.

Wow but then so but are you preparing it now though yeah it’s been a massive learning curve of massive learning curve but I love it yeah absolutely love it it’s such a better it’s got really don’t want to disrespect the others because they are really good and my family work within that as well but it’s expensive for me because I’m a bit more there’s more freedom and I’m getting a creative person so I can’t really I don’t like


Me neither

it’s kind of cool then there’s that bridge if you’re quite entrepreneurial in the role that you are you kind of got your little mini business of you with the but working with other people under underneath the sort of another brand and you and you’re so you’re it seems to me like you’re creating a bit of a personal brand that goes hand in hand is going to benefit you and the the guys that you worked for. Yeah, and that’s

the MD he’s completely on board with.

So that’s kind of the strategy we worked out together and you know he met me the minds of you and when we were chatting and and I kind of told him my vision of where i think i think i think where mortgages and mortgage advisors will go where the property industry will go and they told Matt and then he said okay pretty much I’ve got got

freedom to do it because I don’t know too many people

but it is one of those where it’s been brilliant really good actually amazing awesome so where do you think it’s good for them I I’m presuming you’re thinking people are it’s going to be more online he thinking Pete things are going to go I mean there’s already like the first kind of like paperless mortgage on offer from some of the banks and things like that I saw something more we strategy called the ladder Have you seen that then all that is yet but that’s like a hybrid that that was like a hybrid mortgage system so I was that was that yeah i think that so that part I think but yeah, I think the whole

Industry I think what’s going to happen is I think the property industry so like the stages and stuff that is a

it’s not dying industry but I think it’s gonna be industry that’s going to have to go through an entire like revolution really yeah disrupted already hasn’t it by like the purple purple bricks so I’ve got no it’s not talking about profits with mortgages here but yeah purple bricks everyone talks about them as if they’re the future but they’re not they’ve come in purely to disrupt you can see all over the stock was that they’re there they’re not they’re struggling now but they’ve done their job yeah and I think they’ve shed light on the fact that that industry needs to change and and no matter what we do as mortgage brokers we are tied to the how’s it how’s the industry so I think the personal brand service and nourishing and all of that stuff that’s where you’re going to make your money so it’s that you’re going to have to be a service as opposed to just selling products and that’s what I really do believe that’s what

Go whether or not I don’t know where it will go into within that but yeah but give it 510 years anybody who’s doing what they’re doing now I truly believe it will it will be there so I think because even if you could do as everything online people are still going to get declines and don’t know what to do they’re still going to be people who think I need some help some advice the best way I suppose especially like entrepreneur business owners they’re always going to want to get advice and they’ll be the type of people that are going to want to kind of get the best you know work different ways they’ve been more creative in terms of get better deals

and then yeah they’re just be like seeing ads on things that social media like prompting people to remortgage I think there’s always going to be that and there’s always going to need to be advice whether everything’s online or or not. I think the for me what I love about brokers is that they can they help people get like

better deals than just going to your your bank and I think it’s invaluable as well. I love working with them and then speaking to them as well that the same reasons you got into it people still been doing it for like 20 years they still get a kick out of helping someone like move house as well. So it’s it’s a lovely job I mean it really is. It’s the best thing I’ve ever done. I wouldn’t do anything else

but you will see me and I’ll be working with Tesco.

We are catching up with you in 6911 thing I did I did pick up from so I went on your YouTube channel didn’t know if he knows some videos from 2014 on there

do you want you want to introduce that that

so before I became an estate agent yeah I actually am a fully trained former wow and that’s actually where the video stuff come in. So I was as a kid I was a fully trained that wasn’t

dancer, singer actor, all that stuff and then at 2122 decided to do something else after obviously that was 150 grams with scholarships. And

so yeah, that was my original background, you got into property. And that’s where the hybrid for my personality. It’s, I love it because it’s just performance. So that’s where the video stuff so it’s, it’s not a I feel like I’ve married up what I spent my childhood learning and combine that with with this and it’s working. So it’s really good. Yeah, I still do it only on the side. Yeah, no, I think I saw something on Instagram and it was you dancing with your fiance. I was and I was like, she’s a ballet dancer. So that’s how I met

now on a mortgage broker. And she sells CCTV so

I think

I’m asked to be one of the CO

It’s on the weekly

bit about is I’m happier now I’ll do this amazing I love it brilliant. So um one thing I wanted to talk about as well is you like facing that fear of doing video because a lot of people

don’t want to do it but I’m so I’m guessing then that background has helped a lot then. And what was it? Was it a thing for you when you

go? Yeah, it definitely was. And I tell you what I was to actually find out before coming on to hear a song to my fiance about it last night,

you’re worried because nobody else has done it. And like you said, there’s not many people doing it the moment going in front of the video and that sounds so old fashioned going in front of


a lot.

That’s like your generation.


I was definitely all good. But it’s funny because the more you do it, the more confident I’m getting. Yeah. And then then the training kicks in today. I mean, so then it is like, then I’m starting to the performance stuff. But my first couple of videos which I did, I started off originally with the homebuyer hard and then I’ve got rid of it because

it just doesn’t have a name on it. It’s a lot less than today

but um, but yeah,

it gets better definitely. And now it’s quite element. Join it soon as we finish this. I’ll do another video. Awesome. So yeah, no, I think you just got to get in front of it and do it. I think so. Yeah, I literally did just did a Instagram I set up a new Instagram account. I did a one minute video every working day in January, not the one just got the one before and then you get to a point where you start thinking about the content, not the camera. There’s like a breaking point. I guess it’s different for everyone else. And then

Now when you start like and when we first and then there’s that. And then we have the being scared of going live. And we’ve done that, for God knows how many months now you just kind of get used to it like any new thing being in front of a camera and anything is any different and I don’t think anyone’s naturally good at it like, so I think like Tom Cruise would have been back in the day. He wasn’t born good acting.

I probably could have come up with someone better you know like three MacAllan or somewhere like that. But I think I just think it’s a skill that anything else and you’ve got to like the the conference and went to last week was about feeling the fear and do any anyway.

So what did so what was your sort of plan then originally? Did you just think I’m going to practice and not use it or did you use the first ones? How did you say the first one What happened was um. Where I where it became what so to again all tongue tied with

Where where the idea came from was my man my missus well she follows loads of these influences on social media and there’s loads of industries where

you know like the so that the beauty industry all that stuff they do the beauty the fitness so there’s always people are more than happy to jump in front of the camera and show off yeah there was in our industry it usually attracted that person who’s quite introverted not really interested so there’s a huge market there for somebody who is willing to jump in front of the camera

when I did my first couple of videos I did put them up but they’ve been pulled down very quickly

because they were really really just wouldn’t yeah we wouldn’t and I think you know Gary das you’ve had on the on here already carry send me a lovely message saying I can’t hear you

so I bought one of these wonderful microphones on his brilliant and they’re not expensive on a what how much was


quid that was so nice that the road thing is yes literally I got from him telling me it was this

and a microphone and that is literally it

you don’t need to go out and get a load of expensive kit like I do the majority of my film in either so I’ve got this webcam which was 75 glitter and I that I’ve got one light

I’ve got the microphone for the podcaster stuff I don’t need that if I was just doing like video video I would literally just do it all my pixel three the camera on it’s amazing the camera on the smartphones and the minute Are you do not need to buy

a thing and then I’ve got this selfie stick but I’ve got one which is rubbish but I’ve got one that he’s got like the it’s more like a steady cams. It’s got like the suspension so none of that stuff is expensive. Not

And it doesn’t mean people are they didn’t care about the quality of the video. I don’t think it’s like that. It’s like the content. It’s you know, as long as it’s all doable, you know, wasn’t

it wasn’t

exactly brilliant so so what is great because I was a bit because I was kind of like wanting to get you on and talk about like feeling the fear and do it anyway in terms of the video I think great to hear that even though you were trained in performing you still felt like you were wooden so if people who haven’t done that and they and they do it the first one I think I’m more than that they can still do it and crack on and get better and better and better. Definitely. Definitely. I think it’s

you also feel like no one’s watching. Yeah, but I’ve noticed that and it’s really funny because I think we were talking before but you feel like no one’s watching but

This week I’ve had a few people quite a few people come up to me and go well I really love what you’re doing but nobody’s commenting as you said that they don’t and they don’t because they don’t want to be the first one to do it. Yeah and but it is it’s weird like I’ve had like my parents I said why once a week and they’ll go oh my main down when we were at the coffee shop. He said that you’re actually doing great and I think well, no one’s saying anything. No, absolutely. I think we I mean we had that same thing in our Facebook group, we got this, this group and it felt like and I spoke we’ve got a guy called Chris Ducker who’s like I get I can go on a call with him once a month and I was like, saying, it feels like I’m talking to a brick wall and then he said, just ask, just answering like What does everyone prefer the morning coffee tea just something stupid like and then I did and since then he was that interacts with see literally people are interacting Well, we’ve got people asking questions and things like that sometimes like we did it for ages.

Slide. That group is two years old now. And it’s only now people are starting to talk to us and like letting us know and that and the podcast is helping. It’s a long it’s a long game. It is a long game, but I I don’t know anyone who’s not benefiting from it that has done it for a while. That is consistent. And then I think as long as you’re and you mentioned, I don’t know what the post you mentioned was you I think he did a video on this actually, if you don’t worry about the sale if you actually just think about helping people then the sales will actually come and like I said,

I think

I think it was he would just do it because you’ve started doing those little vlog type videos where you

can run


run from when I’m walking back from the agency but yeah, it is and it’s that’s something that the oldest is about is

When I when I when you’re in corporate you do what what you want you know you do what they tell you to do and now what I’m what I’m trying to do is be the more like me and then try and get people to be attracted to me because here’s who I am. Yeah so

that’s where this is like it’s just effectively so my clients that one they’re all calling me once you’re on the phone but it’s like it’s one of those where I want them to have all access. So I want my clients to see like, I like tattoos. I want my clients and know I’ve got tattoos. I want my client to know when I’m down the shop I want I want to know everything because that way then then that they can’t be expecting something that you don’t I mean people have real people

literally there’s literally people do just like if you trust someone you like someone and especially when you’re giving because you’re kind of selling advantage. I can’t buy that from someone if I don’t trust them.

It was a penny Penny dropping moment for me was so my dad was very high up in corporate finance for years and years retired now and I always wanted to you know always that you can win everybody you can win everybody over we went for a drink and he was saying something or kind of exactly was but he was that I when I realized we were talking I would never win his business ever like so why am I even try

and assume that was a breakthrough it really well and a couple of breakthrough moments where it became really clear and I’m really quite bullish now in my appointments I charge the most money from all of my all of my competitors have never had an issue and I am very bullish in the sense that when I’m talking to clients I made them aware that the interview this first point that is for me to free them to work out if they like me, but also to me to work out whether I like that Yeah, no, absolutely and people like that is true, you know, because the end of the day

My client calls me on a Sunday and I will answer the phone. If I can’t stand them, you’re not going to then we’re going to answer the phone, then it’s a poor service and they pay for a good service. So if you think it’s again, it’s a long game and it goes hand in hand with the social media. Yeah,

but you really it’s like that old bloody sales. But you know, the raving fans you have to create your kind of tried. Yeah, and the social media stuff allows the thing really does. Yeah, no, absolutely. And Chris Duckers keynote from Friday. A couple of things he said was your tribe will get your vibe

exactly right. And then you want to attract like a magnet. So you want to attract the people that you like, and repel the ones that aren’t going to work well with you. Especially if you want to Yeah, no one’s gonna want to say call on a weekend from someone that they don’t like he really liked some you really want to work with them, then they almost become like a mate don’t they in your

You’re helping them out and then you quite happy to take that

silly example I put it up on my Instagram but like me and my other half of really into million dollar listing that I think I’ve seen into it not like I’ve got the guy’s name and that’s it I see that post and that was I we listened to his book because I listened to sales but because he’s an ex performer that then became a real estate so it kind of really worth and but yeah I was talking to these clients on Saturday and do the face to face appointment and told him to watch this and then on Sunday they will make an offer on a house and they kept sending me texts going oh you know we’re going to play Ryan sir and harmful and honest and that’s what and it’s silly and that’s the thing I’m after like after these guys like that I’m texting them what’s happened the most time because you can tell it read it

but you know like then these guys will use me hopefully for ongoing and that’s where you’ll get referred.

Might you say you will get wrapped the people you want instead of dealing with all the people who they don’t want to work may not even know them.

I love it. It’s awesome. Cool. So have you I was thinking we might have some people that were kind of working as an estate agent now and they’re thinking they like this idea of making that leap across so you got any advice for those those people just do it hundred percent Yeah, it’s the best decision if you are in estate agents and you are doing like just doing that and you are a customer focused person so you have to I think you have to be customer focused you also have to be honest so if you are if you you know if you’re an honest estate agent which is you have to aim but if you are

then definitely definitely do it and the a lot of estate agents I think I put off by the exams yeah it was for me like mentioned the beginning from being dyslexia


Yeah, do it. It’s worth it. But lots of the big corporates will pay to your training anyway. Yeah. So it’s I think, but you definitely need to if you’re going to go that route, you definitely what I would stay with your company and make the move, because I think we were talking before they said about don’t go self employed in it in like what I’ve just done now in the garden to affirm because it’s a whole different ballgame. Yeah,

but if you stay within your kind of world, so still agency, and then you make the move from estate agent to Fs so it’s a mortgage broker, then you you’re when you really well because all the clients care about in that environment is can you help them buy the house? Yeah, so your knowledge as an estate agent will separate you

from all your other competition if they’re from a bank, for example. Yeah, no, awesome. How long did it take you to sort of do all the qualifications and everything and when you or how long was it until you decided you were going to make that move and for you to to do it for you? I was on and off the year so when I left I left

called Performing Arts College in the year of working as a performer then went to agency. And the reason I was going to go into as to be a broker then because so my dad at time, he was training development director for the Cardinals group. And so when it’s called, and he said, I’ll go and do mortgages, first of all, and I just said, I can’t be bothered. I don’t want to do those exams. But as I put it off the original idea,

and then and it’s and it’s probably very similar to what you said with your guy before. So that was more of my own demons. My own kind of, I wasn’t very good at school, I didn’t really understand, so I will, I’ll just do the selling. And then I’ve toyed with the CF six and CF one books for the whole time because my sister’s a broker and my brother was a broker

and I kept seeing them doing it and then

eventually I just had it

so that’s three years of just reading it not doing it and we and then eventually it is kind of you had like a moment You think I don’t know why.

Just go for it. Yeah

and I made a transfer across to a different brand under the same company

and it’s brilliant and it was a lot It was very hard and if I didn’t know a state agency

I definitely would have saying yeah

you know I think the as anybody who’s a broken nose these the learning curve is like

horizontal vertical


don’t learn

but see how confidently pages are you think

your audience thinking that horizontal is Yeah,

get some comments reviews coming on it, but the whole horizontal vertical thing I’m not

I don’t have a clue. Gosh, but dyslexia There you go.

It’s brilliant. It’s best thing I ever did. And then

Yeah, it took about it took about six months. All in all I did. I did. Yeah, I did that. And I remember my, my loving father said to me, I was like, Oh, he said, he said, he said,

Oh, he said, You definitely, you revise. And you studied, he said, and you failed and his exact words were I think if you fail again, it’s definitely not the right career for you. Like you said,

because I can’t have my son on the train and develop director failing to test all the time

no pressure for the past.

One of my one of my favorite books is by my mentor. Failure breeds success where it’s like literally you it’s good to get to fail. You learn more by doing things wrong. And when he does it all when it goes into schools, especially when it goes into like public schools, and the kids have got loads of money they can go and do whatever they want. He says, I wish you all the failure in the world


You that’s where that is literally the best learning sucks it does it does suck but then you can always take you can always take positives out there I think I always thought yeah and I think you’re you’re right it’s it’s never nice when you’re in it not always look back I think it’s when you’ve got over it and you look back and you know that was actually good about your comfort zone is there I mean it’s just one of those things but just got to keep getting

quotes I love is

it’s not crowded in the extra mile so like when because there’ll be a lot of brokers thinking oh you know Gary’s in video now she’s doing video now there’s not as I think there’s plenty of room for hundreds more but in terms of like that the brokers in general there’s thousands of them Yeah, but what it must feel competitive and crowded marketplace but then you’re going the extra

Mind with this video stuff that then it’s not crowded that you’ve got, you’ve got no competition I’ve never had, I don’t I don’t worry about the competition. And that’s really like an award I did a year ago. So it’s really silly. But you’re right with Gary, that and I think the more brokers who can do this, the better like because once you start doing this you start investing in yourself I think. Yeah, man when when someone says, Well, why do you charge x and they charge why instead of getting in this comparison. You say, Well, I chose that because I’m me. Yeah. And I don’t make comments on what they do. So don’t mean that like it really and I think the thing where and Gary does does this and I’ve had lots of debates within our kind of office about needing your niche you really are gonna

you’re not going to lose I think you’re just not going to be the best you can be. Yeah, I think just having that focus, especially if you’re doing like content for us when we start our agency.

We used to be the lead engine was lead generation for anything. We worked on all sorts of things, sports products, engineering companies. And it was hard in terms of marketing, but also in delivery because we were now because we just do find it services. And the majority of the stuff we do is mortgages. We’ve learned so much in terms of delivery, we can deliver mortgage work easier, but also when we’re marketing as one of the podcast. So, you know, if I had just done a lead generation podcast, I wouldn’t have the listeners that I have now because it’s not for anyone. It’s for everyone. Then you’re the podcast you say and I wrote a review on yours I think you’ve already seen it

I’ve been looking for so you’re saying about me doing the videos and Gary and stuff but it’s the same with the podcast like I’ve been looking for podcast podcast that does what you’re doing for years like there isn’t anybody doing it and it seems really weird in our industry that nobody is doing it everybody’s a bit shy. Yeah. Every other industry

This podcast for everything. Yeah, I mean, and there’s no reason why a broker can’t do that. But we had Pete Matthew on. He was episode one. He’s a financial planner. And he did a podcast and he’s like 810 years in now. And he’s ridiculous people queue up to work with him. He said about and this is what I was in the chat because actually, that’s when we were talking about me getting on. Yeah, because I was in the gym listening to that. And he was talking about Gary Vee. And I was thinking yeah, like you

talking about that. No, mortgage advisors are doing that if they did, and he was literally just saying what I’m doing and I was like, brilliant I’m definitely on the right track. No one’s liking it. I’m still this guy says he’s right. Definitely. I think that it’s it’s literally is it literally is like baby steps, baby steps, baby steps and I’m not I mean, I’m just getting started myself. So I’m not one to talk about these things. But from what I’ve seen of people who I’ve luckily I’ve created a master minds

of people that have gotten much

podcast audiences and they’ve been doing it for five six years and from there it’s just they’ve all do the similar things in it and it just kind of kind of works it’s all each other like you said before that I

had a couple of brokers messaged me which again I said this the other half about it again I said this is where you can see where some people think that you become an influencer. And I’ve only done it very small that time. But these young brothers have messaged me saying what would you do and I think you’ve already

figured out

he’s lovely because that is part of it. It’s not like you said it’s not about I’m not worried if other people the videos in fact, if anybody learning your lessons are doing videos, I’d love to talk to them because it’s it you know, I want to be a home buyer specialist. But if you’ve got somebody who does buy to let it really want to do that, and I mean it’s always fun and that’s the reason why you can’t do a color video with with someone

and you talk about your expertise they taught there there’s


That’d be awesome

it was cold well we’ve been recording for nearly 40 minutes which feels like

three minutes what I wanted to do with you is set some scary goals for when we next speak okay so six to nine months and then we’ll we’ll come back and listen to this section in fact we may we could play it out in six nine months so what in terms of the the marketing the the lead gen everything you’re doing what your what’s your scary goal a scary go so doesn’t need to be realistic like

I should be getting seven like a lead every day from my videos I don’t spend any money on something like that something crazy that would be

I would be looking at I’ll be looking for a lead but maybe three leads a week from my from my social media which

Hopefully animals are looking for

I’ve been looking for a bigger reach on social that’s what I would like to be some I’m right now the focus on leads it’s that’s lovely in the back burner because I think it’s a so right now I would like to be a further reach so that my goal would be that more people reach out to me and you know that’s for you know be that brokers or be that

be that yeah like clients but reach out to me via social media that would be if I do get my lead source to be 60 70%

for social I’d be absolutely

brilliant I think I’m gonna say I think anything at nine a week nine away yeah okay and then we’ll we’ll play this Facebook posts

and we’ll see see who wins the winner gets a prize

I think that’d be really awesome to do and I hope it’s well above what you’re expecting

think so I think if you keep that consistency going because you are literally pull it putting it out

you know really yeah is that which again is one of those that’s one thing I would say to anyone who’s good doing it if you want you’ve got to really love it yeah

yeah cuz may not be video because I if you’re if people feel that the video the podcast is another thing that you can do and you can push quotes on that for that can be you create that one big bit of content whether it’s video podcast whatever and then you can use that as your your bits for social and you don’t have to interview people you could do like solo one there’s so many different opportunities yeah I mean there’s loads of exciting stuff I have loads of ideas of what I was like I made a little black book Bible my ideas for where I can take things

because the main thing of mine is literally just trying to lift the lid off of the estate agents the industry and that help people with that so that’s really so when you go and speak to the agent when he says your offer needs to be qualified buyer in house moment.


explain to the agent the clients are actually what that means because there is a spirit the smidgen of truth within that

but not the full lots of that so that definitely Yeah Then what about

here and we’ll end on a strong note

key takeaway right the other week just slight not

for the love it do you thank you so much for for joining me sharing everything I’m really excited to get this episode out there and then I’m really looking forward to that catch up episode where we play that clip back and said I see where you are with it and obviously following you and give you I can get I feel like I can give you more banter now and your your posts go for it please do

even just some nasty things on there there’s at least at least that involves a lot save the nasty stuff with the M’s and then

the banter for the for the public.

Thank you Mike so have you What is your where’s the best place for I know obviously on LinkedIn is Ash ball and what’s the I can’t remember your Instagrams all over it so I’ve got

literally everywhere

at Borland on Instagram yeah I’ve got Facebook page which is connected to that which again is just attached Borland I use Twitter which is the some idiot took a dashboard and so it’s at Baldwin

mess that the consistency and then and then LinkedIn as well which is just me yeah they all kind of have the same stuff and been more active on Instagram or anything else yeah no matter Instagrams my preferred thing I have no continuity or or any of my social media stuff I try to well there’s like a million people called Alex kurz for Star is like the most common name ever but my my Instagrams like Insta Kurt yeah

just tweet okay


last night and my mate who was singing with me he said who’s into the case

because I was messaging you

know His name’s Alex


yeah that’s it

really yeah definitely Instagram is the name of because I’m I love the stories as well another story so brilliant Everyone follow ash given some banter encouragement

completely full

just that deleted them

but yeah definitely I would recommend following the the Instagram for the stories just having a look at some of the content that you’ve got that kind of design that you’ve got your posts in terms of your tips and things like that there’s loads of things people can from learn from seeing that and it’d be great to see that grow as well. Brilliant. Thank you. All right, mate. Thank you What we’re going to start

I know and we’ll speak soon

and then we have it I’m genuinely excited to catch up with ash in like we said six nine months we’ll definitely get him back on the podcast just see what kind of effects you know how’s he stuck with it as he you know, a lot of people do this kind of marketing thing and and give that but I’ve got a I’ve got a feeling that actually is going to be very successful seems very driven all the kind of the things that he’s been talking about, I can tell he’s got the passion for what he does, I think he’s going to be very successful at it. So I’m very excited to see where he’s getting up. And I made a bit of a bold prediction about the leads that I think he’s going to be generating from the content that he’s doing. So if you enjoy that chat with ash if you’re a mortgage broker, or if you are, in fact if you do any kind of financial service, even if you’re at that beginning of your journey, and you’re happy for us to document your your journey, please do get in touch with me if you join the lead generation for financial services group on Facebook, and then chats me on there and we’ll see if we can set something up if you’ve enjoyed

The show please do rate and review us it really, really helps especially in iTunes so I would appreciate that and then I will see you next time for another episode of the podcast cheer CRM.

Mortgage Chatbot

Join our free Facebook Group (Lead Generation For Financial Services) for loads more practical tips!

So our best method at the moment for generating mortgage leads is through having a conversation with the potential customer. So what we do is we run a Facebook ads, and we put an advert in their news feed on Facebook. And we can target people that are have been interacting with content related to mortgage. So let’s say we’re going after every mortgage, we want to remarket leads, we can target those people that’s really easy. And then we create the ad we get them to click through to the website, rather than say like a sales page. We get them to drop into Facebook Messenger and we say that you can chat to an advisor now this conversation is automated, so you don’t need to do anything. We’ve scripted everything and we’ve been working on this for over six months and we’ve got it working really well. We lead the conversation with the customer we asked the questions that you need. So you can have input if you want specific information, you can ask us and we will adjust the script to will ask the customer that all the answers and then pulled into a CRM. So normally when you

HubSpot CRM. But if you’ve got a CRM already, we can use that. And it basically what happens when they finished the whole conversation, they’ll book in a phone call with you. And this is all advertised as your brand as you. And then basically you get an email, and you get all the information, all the answers and you get, you know, when they want to call back, they’re expecting a call from you. And they’ve had a bit of a conversation with you already, and you’ve got all that information you need. So I’m going to dive in quickly show you how that works. Okay, so we’re in Facebook. So what would have happened is they would have seen an effort in their newsfeed and your normal sort of Facebook user newsfeed and then it will get them into a chat where it would start off and we’ll ask them why they want to remove this. This is obviously for remarketing. So let’s say for a better deal,

and then the response is automated. Like I said, we have scripted it

and as you can see, we ask you the

Questions. And essentially, this whole conversation now is automated. As you can see, the response comes back automatically. And then we’re populating those answers for you. So again, we are their scripts can be custom, or you can use the ones we’ve got at the moment. You can see the product. This is a test account on sale, tried a few things. So there’s me, that’s my facebook account that I would normally just see one product here. So I mean, say I looked at better mortgage deal. And you can get my age Are these all the answers that I had to the equity release question, but basically all the answers to the questions get pulled in. And so we are things that are the got access to the credit report,

deposit, get my email, employment status, my income.

And basically these questions that you ask our customer and everything’s pulled in. So when you are arranging that phone call back to the lead, you’ve got all that information there and then you can obviously take it from there.

The Benefits Of Facebook Ads

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About or Facebook or three things is when the targeting because we’ll talk a bit about the media in terms of in terms of the then and also the different ways you configure your ads as well. flexibility there. Yeah. And also obviously in terms of the cost. One of the things obviously whilst as PPC and Google search is great, often it does come at a price. Really, it’s a case of but but then it does tend to convert better to lead us as a case of really going through and if you are gonna be doing both on this tracking it all the way through to which of those leads that come through, you actually end up going to business

016 – Roger Edwards – International Financial Services Marketing Speaker

016 - Roger Edwards - International Financial Services Marketing Speaker

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016 - Roger Edwards - International Financial Services Marketing Speaker

I saw Roger Edwards Speak at the YouPreneur Summit in November 2019, I was blown away by the talk. There’s real synergy in Roger’s approach to simplifying marketing and having this person to person approach.

Roger’s Website:

Rog Vlog:

Rogers’ Podcast:

Hello and welcome back to the lead generation for financial services a podcast and I have got the one and only Roger Edwards with me today whose ex financial services so one that I saw speaking at the openness summit in November so I’m absolutely delighted to be able to twist your arm to to get you on Roger, how you doing? I’m great Alex, thanks very much for inviting me on your show. No worries and I just as I said, twist twist. Twist your arm. It just reminded me of your your background in this sort of the combat training the mixed martial arts does that had that vision of you actually twisting my arm?

Yes, absolutely. So I think people will be fascinated with that. But probably our listeners be more fascinated with your background in financial services. I was wondering if we could just give people a little bit of a taste of your back.

grown and then then what you’re doing now if that’s all right, yeah, absolutely. I mean I left University wanting to be a marketing person

I was interested in marketing all the way through school in fact my English teacher read at read a book out to isn’t an English lesson. I can remember probably when I was about 12 and it was all about advertising and ever since then I wanted to do marketing and but I came out of university and for the summer after I’d done my degree, I was filling out an application forms and trying to apply for jobs and my father at the time was was the director of a financial services brokerage in Bournemouth which is actually quite a long way from where I lived in Blackpool. So I spent that summer working at that financial advisor firm in Bournemouth and we just we learn the ropes a little bit about financial services and investments and that sort of thing. And now

As a result of that, I applied to a few financial services firms as well as the other companies I was going for. And in the end was offered a job working within the marketing department of a financial services company that made the name of that company was prolific life and pensions, which was based in Kendall so I’ve I’ve moved around all sorts of really interesting is and I and I, I started it prolific and effectively worked my way through various marketing roles starting at prolific as a marketing assistant and worked my way up to product manager and product marketing manager had a product marketing then overall marketing director and I did spend a little time as managing director of two brands, Scottish Providence, and which probably everybody’s heard of ray which was, which was one that I was involved in the startup and that’s about six years ago since I left what I call big corporate.

I I guess Alex I was getting a bit fed up with the financial services corporates attitude to marketing to be perfectly to the marketing communications element I was singing stuff like video becoming more popular I was seeing people launching blogs and podcasts and I was sitting there thinking you know what we could really do some interesting stuff here

and actually engage with a lot more financial advisors and and then and customers by embracing all this emerging digital technology and it was the usual Oh the shutters come down the compliance word gets mentioned and before you know it you’ve got a whole range of excuses as to why you can’t actually do any of this you know and and in the end I thought you know what I’ve been around I’ve been doing this corporate role for over 20 years they decided to do another of the famous restructurings that financial

Yeah without and I decided well, that’s that’s a good opportunity Actually, let’s let’s leave set myself up as a marketing consultant tap into that 20 years of marketing experience and actually work with companies, smaller companies, probably that really do want to experiment with video and social media and digital to grow their businesses. And as it turned out, it’s hindsight. It’s a wonderful thing. I wish I had a lot a lot earlier, a lot of fun over the last six years doing this. And then as you as you would expect, quite a lot of the clients that I’ve worked with, have the financial services lean to them as well simply because of the of the of the industry I worked in and the network that I built up over that time. Absolutely. And I think people get it when are people like working with marketers that get compliance and can get the industry as well so we found like nourishing down in there is how

sort of get get businesses? Well, I think I think compliance can be used as an excuse to a genuine block. You know, a lot of people will say, Oh, we you know, I remember having a conversation with one financial services company that wanted as a social media strategy putting together and the marketing director said to me, You do realize that every single tweet will have to be signed off and go through the compliance process. And, and that the turnaround that their KPI for the turnaround and biases might 48 hours. So I’m saying if you wanted to reply to a financial advisor, sort of at financial advisor, thanks for that, or thank you that’s got to be compliant as it everything we can’t risk it. And I did have a sort of epiphany moment when I had that conversation with that marketing director. I started thinking Do you know what you don’t see social media as a social interaction you simply see it as another marketing channel and

advertising platform like water, a TV and because you’ve got that mindset that it’s just about advertising naturally you think everything has to be complied and dotted and T’s and everything when in fact if you if you understand that it is a two way conversation and it could just be

I’ve had great service from Scottish widows. Thank you, Mr. I favor saying that, that that’s not financial promotion, it doesn’t mean there is but I think if you have that mindset that it is all about promotion, then obviously you’re going to put the barriers of Yeah, no, absolutely. And I think the bigger they are, the more worried they get about other things as well found some of the smaller companies and more certainly nowadays are much more adventurous and want to do as much as much as possible. Yeah, but doesn’t surprise me that you had a director getting a bit worried about

that sort of thing,


What sort of you’re obviously speaking a lot now as well. You doing more of this speaking stuff than you are this strategy and coaching and things what’s like today looking at probably about about 40% speaking, 60% consultancy and I used to do loads of public speaking earlier in my career and I guess the more senior I got within the companies, the less of it I did when I left the corporate I realized you know, I shower I really do enjoy

and I made it one of my own personal goals to get back into it and to get myself back on to some stages and, and at some events and I guess what I what I had to do is is try to find an angle and all through my career in in marketing. I’ve always been obsessed with simplicity

and obviously working in an industry like financial services which can be interesting.

complicated, they’re lonely and its products and IT services but also in its language that’s used it was quite a good obsession to have. And I’ve ever since I’ve resurrected my speaking curious it’s really just been about what are the things that make marketing too complicated that either put companies small companies like small financial advisory firms what puts them off from doing marketing because it might be a complicated Can I help make that simple or you know the actual process of marketing, maybe writing a blog post or filming a video that seems complicated Can I help people simplify that so this theme of keeping marketing simple emerged as I as I sort of talked to more and more people and the the, the speeches that I tend to do now focus on helping people put together simple marketing strategies without any of the complicated academic terminology that you might hear if you went to a university things like Maslow’s hierarchy.

needs Boston grids and the four Ps of marketing or is it the 70s or the 13 piece or however many people

and, you know, just keep it simple. And, and, and these messages, you know, seem to resonate with people because they keep asking me to come back and do the talks now. So, I mean, I really enjoyed it. I think it was, it was great.

So I wanted to kind of stay back on

you mentioned that conversation I think it was when you first had that epiphany and there was a Was it a director, marketing director that is a job Awesome job and I have forgotten the actual words that they use something ridiculous I can’t remember this was this was when I was really early in my career and Okay, I’ve been invited along to a strategy session a marketing strategy session and I think at the time was probably only just in the reed to make no not really meant to can contribute and they bought

This big consultancy firm and it was somebody like Price Waterhouse Coopers but it wasn’t Yeah, we have somebody of that sort of L and this guy came in and we had all the highlights from our company sat around this table. We were in summer off off site location. It was caught some nice country house that they’ve hired for a week to do this. And this guy came in and he was like, it’s swallowed a management speak dictionary, that’s everything that came out of his mouth was just, you know, that management speak claptrap that you hear and it culminated. We’ve gone through all these we don’t SWOT analysis isn’t PEST analysis isn’t Boston grids and all those things that I’ve mentioned. And we put together a proposition and as closing remark was something like we need to finesse the paradigm to achieve maximum alacrity, and I was sitting there burying my head in my hands and

And of course all these other management types in the room were laughing this up and we’ve got a finesse the paradigm you know they go home with my wife we’re going to finesse this house

now thinking what the hell does alacrity mean

obviously this was in the days before you had a mobile phone. You could look it up on Google it straight later

alacrity must be some posh way of saying clear but in fact I’ve got I can’t even remember what it means now but it’s nothing to do with what he said it but what he was saying is we need to refine this product so we need to refine this model but yeah I did to say it in this management’s be gobbledygook jargon and I guess that was that was the first sort of sowing of the seeds of what became the Korea long obsession we’re trying to root out complexity it not only in the language of this us but also in the product you know, I was always the one with a red pen crossing out passive sentence.

And writing an active language. And yeah, we’re condensing paragraphs down and doing things simply. And you know, financial services is absolutely rife with complexity. Even now, I mean, all industries have their own complexities and their own language. But financial services, particularly is still in certain places extremely loaded with jargon loaded with it doesn’t engage customers, in fact, it probably enrages them. Yeah. No, absolutely. I mean, that was kind of the couple of things that I took from the talk was that your enraging customers with the kind of that jargon but also with the constant communication I think you touched on it earlier when that marketing director saw social media is just like a one way traffic Yeah, what’s it to these things go hand in hand them when you’re sort of first but in your strategy

get there? Do you think about the simplification of just I’ve just made simplification a big word.

The irony

do you look at simplifying everything first? And then looking at how to communicate or what which or do you do if you’ve got like a brand new client the doors it’s a very good question. And I like to make the process simple all the way through

and and if you make the process simple all the way through, then your end result should be simple by default. But it doesn’t always work like that. And going back to what you just said there about some of the the the problems with marketing one of the conversations that I will have with people the ring me up and they’ll say something like, we want you to help us with Twitter marketing, or we want you to help us with video marketing. And my question back to them will be something like Will you tell me about your strategy, your marketing strategy and sometimes that’s though we’re not interested in strategy.

We just want to do video,


And of course, that’s when the alarm bells go off. Because one of my big problems and it’s probably because I’m an old getting up in around for a while is that today when people say marketing, they really mean communications, they really mean advertising or or social media or email or thought or digital or whatever, whereas marketing’s much much much more than communications. But we do seem to have gotten ourselves into this place where people just think it’s the communications but so actually when somebody rings me up and says we want to do video marketing, and I say well, what about the strategy that they don’t really know what I’m talking about? Because to them, it’s just about the communication. So I like to work with people that understand that marketing is much much more than just the communication it’s working out who your customer is, you know, be becoming obsessed with working

who your customer is because it’s only when you know your customer that you can understand the issues that they face in their lives. And you can identify how your product service, whatever it is, can solve their problem, hopefully better than everybody else’s. And once you know that stuff, then yes, you can go and communicate via video, Twitter, whatever it might be, but if you haven’t got that stuff already mapped out and agreed and simple then your communications just hopeless because you’ll just be talking about nothing and sometimes it’s quite hard to get that across as well. Okay, I won’t use the word strategy Tell me who your customer as well men and women between the ages of 30 and five years I will more or less everybody that you know, oh, yeah. And where do they live and what you know, you know, what’s the income and that sort of thing. They haven’t gone through this process of properly pinpointing who the customer is

is so. So that’s one of the things that I tried to do. And, and, and maybe it’s because strategy has this again complex tag to it. You know if you go to a university and do marketing you’ll talk about customer orientation you’ll talk about research

segmentation targeting positioning strategic goals you’ll talk about product price place distribution brand people call that stand it sounds complicated and actually it’s really just about answering those three questions that are sort of alluded to who’s the customer? What’s their problem? And how do you solve that problem better than anybody else stick a goal on top of that I want to sell a million pounds worth of business and you’ve got yourself Master Jay. Once you’ve done that you can go away and start building the videos and the emails and the digital and all of that. And I think once people get into that frame of mind, then they understand that marketing is a lot more than that.

Just the communication and and that’s really what I try to help people with. Absolutely what I do that kind of helps me and I only got that from doing sort of running the business for a little while is that now when I do things like the podcast and when I do videos or I imagine that I’m talking to so I kind of see like a couple of

ideal customers. One of them’s like a self employed broker. And then I remember the, the first one that I spoke to, and imagine I’m speaking that my my webcam here is that is that

and then when I’m doing the more the business stuff, I have got a marketing manager that I I just literally imagine I’m speaking just to that person. And then I feel that that will apply to everyone else. And then because we used to, we didn’t used to be industry specific. We used to do lead generation for everyone to come back and find it so so much easier just having those you know, industry specific and then those sort of two

People that are my customers. And then it just made everything so much easier rather than any company in the world that needs leads.

And when you focus then you, you can become specialists and you learn, you know, again, we use the compliance where you can understand those problems that they haven’t, you can help me. So it’s when you try to be all things to all men or women that you start to become too general. And you you start to you start to fail.

And yeah, I think that the other thing you alluded to before, as well as the constant bombardment that you see in

Maybe, maybe not, there was a fabulous tweet that I saw yesterday I can’t remember you might even have been yourself somebody said how what how often is too often to send out an email and the punch line of this tweet was it’s okay financial advisors once a once a month newsletter is fine, it’s the it’s the six emails a day

That’s that’s the problem and I think that probably in financial services we haven’t got as much of a problem with bombardment them then some industries, do you I sign up for a lots of email list purely like to see what people are doing. And some of them they do send your six emails a day and you just end up hitting the the big red subscribe button. Yeah, we’re sending somebody an email, an email newsletter once a month. Wow, that’s fine. That’s absolutely fine. Nobody’s I don’t think anybody’s going to get enraged about that. But you’ve got to be sure you if you know your customer, if you know who they are, then you’ll understand where the boundaries lie with how you communicate with them. And that’s when you probably understand where the lines are on you. And, you know, not to cross them. Yeah, no, absolutely. I think one thing that’s helped as well as having like a bit of a community because we can kind of ask them and kind of their stuff.

To us ask us now as well. So not only are we getting knowing what they need communicating to, but also how off that

as well. But that’s something that you can’t just do tomorrow.

It’s taken. I think we’ve had our Facebook group for here, probably year and a half. It’s one of those things, especially some of these things, you can’t literally you need to talk to people at all. So I guess what advice would you give to someone because we get a lot of phone calls from

mortgage brokers that are literally just qualified and they’ve never run their own business before.

And they probably are in that mindset where I want to go after everyone. So watch as much businesses as possible. How do they find out who their ideal customer is, if they’ve not done it before? Is it a case of just try everything and then or how would you deal with that kind of situation again, I mean, if you assume that again, you could

say, well, any black, what’s the average age people take out mortgages these days, late 20s, early 30s apps. So you could or you could say, well, my client, my potential clients is anybody in the UK between the ages of, let’s say, 28 and 50,

and we’ll go after all of those. And actually, that’s, that’s probably not the right thing to do. Because you’re not going to be able to communicate with that many people unless you’ve got a

ridiculously big marketing and advertising budget. So the first thing to do is to set will say, let’s see if we can make that target market a lot smaller and obviously all the first things you can do as well. I’m a I’m a mortgage broker in Baltimore. I’m a mortgage broker in Liverpool, then Liverpool is the is the area so we’ll focus on Liverpool I suppose that’s a bit basic, but you could start saying, well, we’re actually going to specialize in first time buyers again.

Get helping them get onto the property ladder. So what are the unique problems that first time buyers have and that’s start start listening to what first time buyers are saying get yourself on Twitter search for terms like first time buyer first time by a mortgage and see what people are saying. And you might be quite surprised by how open and honest people are on a medium like Twitter I think Twitter is one of the best research tools there is if you write if you put the right search terms and Twitter’s it’s going to give you a gold mine of conversations that people are having. And then you can start to identify the problems that those particular people the first time buyers might have. And you can start to say what, as a mortgage broker in Bolton, I specialize in helping these first time buyers with their specific first time buying problems and I solve those steps but specific first time buying problems in this way and

This way is different than other mortgage brokers. And then I’ll start putting adverts out. Maybe

talk to people on Twitter, the do contents on the website, do some blogs here, 10 reasons why first time, buyers find it hard to get a mortgage. And here are 10 reasons why we can help all these attend solutions. And and you just don’t really start focusing in on a particular area. And I think that if you did that, you’d pick up some leads, you’d start to develop your business, you’d start helping people get on the property ladder. And then after a year or so two years, you might do another strategic review of what you’re doing and say, Well, you know what some of our people have been, I have been with us for two years now. They’re not first time buyers anymore, but they’re still customers. Maybe they’re thinking of moving house and then maybe you just change your proposition of it. So you’re appealing not only to first time buyers, but also to people who are thinking of moving on

But I think if you start specific and understand, and most importantly, listen to those people, that’s when you start to see the sort of the golden, the golden nuggets that you can use to make yourself stand out from everybody else that’s doing it.

Yeah, I think that’s great advice. Because one of the things with mortgages that pretty much all got access to pretty much the same lenders and products and there it’s really hard to differentiate but I had a guy called Gary deaths interviewed him last week. So not all not sure what order have been in the podcast, but he specialized in self employed people, having them get a mortgage and he’s literally written the book on it, you can buy on Amazon and I saw on LinkedIn. Someone said, Oh, does anyone know anyone that can help me I am a business I’m self employed and these get a mortgage and it was a few people mentioned a couple of brokers and they said I’m sure I can help you call me and then there’s loads of people saying speak to Gary das weeks ago. Yes. And then Gary came on and said hey, I specialized

Self implies here’s the link to my book is our website. We specialize in that. And I was like that guy’s 100% going to choose Gary das because he just differentiate it’s probably got the same skills and can get the same deal maybe as everyone else but who would who would you choose if you are in the customer shoes, but I guess people are sort of afraid of losing opportunities aren’t know that’s the biggest reasons probably why I didn’t do it early enough in terms of negotiating people worry about it, but I don’t know anyone that’s done it that’s regretted it I’ve never met anyone. And sometimes the the opportunity comes from maybe just I almost said a management speak thing that I always say out of the box bus stop for

some sometimes it’s like, like, if you think about a mortgage broker is thinking, you know, when I go back to those three questions I asked who’s the custom what’s their problem? Well, the problem is

People want need money they need a mortgage to buy a house so most mortgage brokers going to be thinking that’s the problem I’m solving and then it’s really difficult to say how do I do that different than everybody else as you say is as got access to the same thing so one of the ways yes you can you can specialize in the in the nation I think the self employed on these fantastic you can even go even you could narrow it down further and say I am a mortgage broker specializing in self employed fitness instructors for example, my tie into the body combat thing there and and I think that sometimes you what, what are the associated problems. A great example that I picked up was I was sat next to a dentist at a conference and we had the same conversation and he was saying, you know, when I think about what is the problem that people have? Well, they’ve got they need to fill in which they’ve got tooth decay or their teeth are gray and they want them veneer to make them shine.

Those are the main problems. But the problem is every single dentist in the UK can help that problem. And what he thought is, you know what, one of the biggest problems people have with dentist is their shit scared them.

They don’t like going to the dentist because it’s just not a pleasant experience. So this guy invested in making his dental practice surgery and the environment feel more like a health spa. So you went, you went in, and the waiting room wasn’t your typical, you know, loads of moldy old chairs that bought from a rummage sale and and lots of my feet and magazines. They actually had it like a really nice or sitting room and the reception people war instead of those sort of stark white sort of smokes. They actually want the sorts of things you would expect people in health spas to where your past or calls and stuff like that and you know that they made the place just nice and they used to get that

They give the people sitting in the chest stress balls to squeeze whilst they’re

having their teeth drilled

and this guy focused in on solving the fear problem. And he is he’s become one of the most sought after dentist in his particular area because people can go anywhere to get their teeth whitened or their fillings fill. But this was the guy who made it a more pleasant experience. So some, you know, can you can you sort of think of the equivalent in the mortgage space. One of the other problems that people have with mortgages Can you make a big thing out of you solving that as well as getting them the money and then you suddenly got yourself something that you can shout about and you can talk about and you can mark it right. Definitely. I’m hoping a lot of people will be after the podcast diving onto Twitter

first time or house moving problems I saw there’s like a hashtag or

Something where they’ll be a gold mine of people complaining about a broker for a common theme. I love the idea of someone finding that now and then literally transforming their their website business around it the amazing yummy. Wait and see what it might be able to be the first mortgage broker to have a waiting room with a

chair in the

budget. stressful, stressful. Yeah, well, I think what it looks like at the moment, I can’t remember which bank was doing the first paperless one,

I think it’s going to go down that route. And then there are 10 if you seem like a veto and there’s a current with the other one but it’s like everything feels like it’s moving online because people and then more and more of the brokers that I speak to are just doing everything on the phone rather than doing the house visit feels like going the rest of the way the rest of society is as easy as possible soon we’ll just do it.

are either be an app or something like that now and again it might be a communications thing you might just say you know what most mortgage brokers talk too much jargon to geek so you could become the I’m gonna forget his name now what’s the guy who the the fitness and cookery guy that does 15 second video video yeah weeks is it Joe exactly and that’s it

you could be you could be the mortgage mortgage jargon in 15 seconds guy so 15 seconds as an API API This is what APR means, you know, interest rate this is what interest rates, nice snappy, weird little bit with special effects and stuff. So it doesn’t have to be a financial issue that you’re solving. You can just make your marketing stand out because then then suddenly you become the person who is making mortgages simple in an entertaining way. Yeah, now brilliant.

It feels that I’ve seen a few I’ve seen a few pop up doing videos but no one doing that I love that idea of because his his videos were crazy just chucking the the thing because at that point, Instagram would only let you do 15 seconds. I think that’s what forced him to generate. But it turned out people will love that. That high energy I could see how to do a meal in literally 15 seconds. So yeah, I think that’s definitely what I could never keep up. I keep having to pause it pulls it

drag the 15 seconds out to 30 minutes. So you could actually to cook the recipe. Absolutely. I mean, a great example because it is the Instagram is flooded with. I mean, well, he is the best selling cookbook of all time. He’s not a chef. Yeah, and he’s in the property for the more crowded marketplace then mortgage brokers

and and on Instagram. He was late onto it. He just sort of powered through you don’t have to be on there for ages.

You could literally you find find one thing and Andrew and Pete mentioned it in the same tool just concentrate on that one thing so if that 15 second jargon busting things your thing then just do that and don’t worry about all the other your email newsletters and everything like that just focus on that and see what see what happens and this is sometimes it’s easy to talk yourself out of doing that oh I haven’t got time to do the video well you need to be a BBC or other option you know you can do it quite similar Joe weeks stuff wasn’t a damn great big cameras and lights and everything it was doing on these five own one or whatever iPhone to when he started so you know a lot of the excuses and the compliance one we’ve learned to use our home I’m or I don’t look good on camera. these are these are not reasons not to do it that they’re just excuses really and if you can find something that helps you to stand out that helps you to fix

Customers problem better and different than anybody else’s, then you’ve got yourself a real opportunity to grow your business and make yourself stand out from the crowd. Yeah, absolutely. I think that people are probably bored of me like saying, like people buy from people. So I try and encourage as many people as possible to get on video because you trust people that you meet. So like, the example I use is that since we’ve been doing so much more video, I can’t remember the last time I had to meet a client physically to sign a deal for like a retainer. Whereas before it was every client wanted to meet say, after I’ve saved loads of time already built the report and they’ve already decided they want to work with us. Yeah, because I’ve got that report on autopilot with the video stuff. But I had to do it to get myself an Instagram challenge. So I was like, I’m going to do a one minute video every day for 30 days.

And just get breakthrough the awkwardness yeah then it just did but I didn’t share it with it because I set up a new Instagram account and didn’t tell anyone and then I just did it did it did it and did it and did it and now I just forget I don’t I’m not awkward with the cameras and my friend now I don’t know that I look at it

I’m a mess most of the time but I don’t I don’t feel I’m not second guess it and I do live videos and stuff now I haven’t always done that it was it was really hard to begin with but I just felt like I’m going to smash through that brick wall and I think a lot of people have done this I don’t think many people are naturally

sort of so gifted or comfortable with it everyone has to break free absolutely i mean i’ve been doing loads of videos as well but and I keep them all they’re all on my YouTube channel even the rubbish ones if you go right back to the first video I put up four or five years ago it is dreadful you know the the the this behalf blurred you know the the

Sounds crap. And I’m sort of like a rabbit in a in a headlight. But it’s, it’s what it was. And it’s now I learned a bit more about editing the production’s a little bit better I’ve got a style now that’s developed and people seem to like that too and actually the the blogs that I do if the conferences I speak out I’ve actually let you will their conferences asking me to go and speak at their conferences. So it’s another example of video actually working because it gives people an insight into who you are and it gets them to see you as an individual as well and some other can decide whether they like you enough trust you enough to actually do business with you now absolutely I think it was Chris said he did a little segment on I think it’s like 95% of the work is done behind closed doors and people actually want to see that they want to see the the the struggle I think he comes at it because it just humanizes it.

Doesn’t have to be

blogging, but

mine’s not as good as yours. The I don’t have to meet in any,

you see that? That’s again, one of my failings is I just love to tinker.

When I started blogging, I was using something called Camp Asia to do the editing. Oh yeah. Yeah. Pretty basic software to be perfectly honest. And about 12 months ago, I decided to upgrade to premiere pro which isn’t a day

this is this is just got millions and millions and millions of options and things not watching YouTube videos to explain how to do this and how to do that. And before I know I’m cloning myself, so I’ve got to have me on the screen and

and it’s not that hard. No, no, it’s not that hard, but it makes people think wow.

Not I did one. I did one recently where I’m stood talking to myself in the mirror and say, I recorded it. So the first half of the video, the me in the mirror was genuinely the reflection. So it was a thing that I did. And then I super impose a separate bit over the mirror. So it looked like the me in the mirror was actually doing something different. And to the side. And I hope people writing the email saying, How on earth did you do that?

You could actually just Google it, or you find out but again, it’s going back to the Joe weeks thing, or, or whatever it might be. It’s just trying to find some little things like that, that make you stand out, and young people will remember you for it. Absolutely. Is it Seth Godin calls it the purple cow purple? Yes. Yeah, you see cows all the time, you never know it’s one but if you see a purple one it’s it’s it’s remarkable and you remember it so it is so how does the space how’d you come up with original I feel if you have a finance board, you know.

You’re You’re a numbers person you’re not you’re not a marketer you’re How do you I suppose it’s the impossible question how do you think of something you can switch you can take ideas from so there was a another guy and see the other way he did a video and it was his key ingredients for business success and he was baking a cake whilst doing the video which sounds rubbish but it’s brilliant but I guess you can take something don’t copy another broke because you’ll get found out and that’s a bit rubbish be I suppose you can say inspiration from another industry Carney Absolutely. I mean again it’s sometimes it’s this it’s taking the idea and then just sort of

doing that little sideways leap or whatever what one of the things that I tend to do is what I want to think about this particular subject is that there’s a there’s a fabulous website called answer the public I think it’s answer the public comm or it could after check.

And, and you can put a term in their mortgage or hairdressing or motorcar, something like that. And it will give you an incredible, incredible number of questions that people ask about that particular subject. What is the mortgage?

How hard is it to get more

questions? You could never even think of yourself, even if you have a mortgage broker, it will tell you questions that people are asking. So I would go there first, and I will put the search term and get all of these questions. And then one thing that I personally like to do is then think Well, okay,

just for the sake of argument, say, the question is, what is a mortgage?

I might say, well, how could I answer that in the style of Laurel and Hardy or how can I answer that in the style of Coronation Street or in the style of a particular comedian or in the style of something from pop culture or if if Queen did a song about it Live Aid You know what, what, what would they

How would they sing about you know mortgages and then it’s just messing around with things like that and suddenly you’ll have our own that’s quite interesting and you know that may be how your your example of the guy with the cooking cooking a cake it’s just that sort of jump you just trying to think of things from a different perspective now it’s all right for me to say because one of my big spikes on when I do these personality prospect profile things is creativity if you want creative and here are naturally or an accountant or something like that perhaps you would find it really difficult to go through that process but actually I would give it a try because it’s just it’s just sometimes trying to associate something that you are comfortable with I the mortgage with something that is different. I Laurel and Hardy or Coronation Street or queen that might just give you that idea as to how you you you

answer that question in a blog or on a video in a podcast in a in a different way now now I’ve got this image in my head of a mortgage broker strutting around on a stage with the microphones Singing Singing more style of Queen, but that would be fantastic. Isn’t it a big, bad world? Well, I guess it identifies good idea or not. So I just had it as you were saying, but I think maybe think about the hobbies and it because I think you know, I love rugby. I love Batman. I love there’s all these things that I love. What would I would I want to be associated as the rugby playing marketing guy? Yeah. Yeah, that’s a good thing. So I could do my videos and relate them to record, you know, and then you’ve got all the things directly like the scrum. The try the goalkicking, you know, it could be like getting your email marketing, right? It’s like kicking the conversion. So if you want to do it like Jonny Wilkinson, you can do blah blah. But so I guess if once you’ve got that theme you can then

Everything could roll from out there. So if you’re if you are sneaker playing accounts, and then you could there’s maths involved in that or dance or something, I guess you think about it what you like, if it is a, like a hobby feel strongly about and people know you as that guy, then you could easily roll that out there. Absolutely. And I think that people love pop culture. It makes support entire life pop culture, hobbies, and what we do outside work is mainly the rest of our lives. And if you can take your sort of pretty dull business subjects and tag it to something interesting like that, then I genuinely think that that’s that’s a way to engage with people. And a surprisingly you know, small number of financial services firms evil big corporate to do this sort of thing I remember again, it’s one of those career defining moments. This is probably 15 or maybe even 20 years ago but I remember

went out. Roberts died in Coronation Street, right alphabets died on New Year’s Eve. And he was setting chair. Everybody else was partying. He was starting his chair and you could just see he’s just slipped away. And the storyline developed over the following year was his wife Audrey robbers trying to claim on the life insurance policy. But the life insurance company declined the claim because they said, Well, he died after midnight and the policy ran out at midnight. So we’re

now I remember going into my boss at the time things you know, this episode of Coronation Street just ran last night and now everybody in the country thinks that life insurance company is going to decline the claim because it was over the stroke of midnight and people think you know Coronation Street real so this is what

I’m the guy said, Roger. Just bugger off. Don’t be such an idiot. I don’t think he’s 17 million people watch that episode. Hi. And that’s the impression that again, we should get something out.

To explain it or make light of it, or something. Yeah. And again, that was one of those them in the top. We didn’t do anything. And here I got told I was stupid, but I will remember. No, I don’t think I was because, you know, allowing something to some some pop cultural reference is absolutely key to engagement. And I think that was an opportunity even 20 years ago that we missed. Yeah, no, absolutely. I think you could imagine now that they’re big gifts and memes and things. Absolutely.

Roger, I thought I already booked you for an hour and I know you’re a busy man and I think we’ve I’ve taken up more more time than I’ve booked that’s fine if you if there’s anything else you want to talk about then then we can do and but it’s been really interesting chat. I think we could have probably go on from definitely going on for long.

shocker isn’t that yeah no absolutely well what we could do we could do a vlog kind of crossover to map go to atomic are not me yes we are yes we are and that’s a couple of weeks away Is it that is couple of weeks yeah so we could do something along the lines

I was just thinking that I could do a two to have me topic on and you could ever get me for stealing

my blog or there’s like four of you

want to finish off because you did ask about this is I did bring my balls with me yes and and of course it’s one of the things I do on stage but going back to something we said earlier yeah we shouldn’t one of the most annoying things about marketing these days is that some companies do bombard people with messages upon messages upon messages and you know I I’ve been having a bit of a look at some of the Twitter

feeds of big financial services brands and I’m going to be cruel enough to name and shame them maybe I should do but if you actually go into their Twitter feed and click on the tweet and reply which shows you not only the tweets that they’re making, but the replies to tweets that they’re making, you’ll be certainly staggered to find that there are no replies to anything. And this purely just broadcast broadcast broadcast broadcast engagement going on at all with anybody and that’s really sad. And then we’ve mentioned earlier about people getting emails six times a day from the same brands we’ve got to stop doing this and what I do on stage is I I get the audience to pretend that they’re the world and I usually focus down on to one table of 10 that’s usually tables attended conferences and that sort of fat so um, let’s pretend that you’re my target market and these balls and they actually squishy balls but the origin since the tennis balls balls are actually

We pretend their emails or tweets and throwing the ball

audience and it always gets a bit of a laugh and some some kind solo, pick the ball up and chuck it back at me and hit me on the head with it, which always good but but you know when you do it in that sort of environment and you just break it down to that everybody agrees yeah like it when people Chuck balls up me and you know it gets a bit if I if I stand there and the audiences for 20 minutes just checking balls at one person that probably have really taken off. But if we don’t like it, when people do that to us, you know, when people phone us up and say, Have you been in a car accident recently? Or do you want PPI cover compensation if we don’t like it? When people do that to worse? Why would we as marketers and business owners feel that we have the right to do it to anybody else? That’s one of the things I can’t understand.

So let’s not bombard people with constant messages. Let’s understand who our customers are and communicate with them in an engaging way.

Love it, you’ve done that before

but one of the best some apps we’ve had that was amazing Roger Thank you so much. It’s really good to chat and literally that hours flown by and like, feels like two minutes but it does feel like we’ve covered off the ground and I really look forward to catching up with you a comic con and and continue watching the vlog and hopefully I’ll get see you speak. In fact, one of my plans is to have the lead generation for financial services conference at some point, so I know exactly you’re going to be getting on the phone to first

because look forward to having that conversation sometime soon. Fantastic. Thank you, mate. And I’ll speak to you soon. Bye. Cheers. Take care. So there we haven’t that was my chat with

Roger Edwards such a great character really knowledgeable about marketing if you ever get the opportunity to see him speak live I highly recommend that his talk that he did at the summit featured accounts we didn’t actually talk about something that was on my mind and I didn’t bring it up is a critical john the wine man so if you ever get to see that talk that is incredible if you ever get to the mind will be any of that online but yeah it is fantastic that a great story so I did actually video that episode with Roger and so it might have been a bit weird or audio hearing Roger three balls out me which sounds a bit odd but I will definitely be using that clip to promote that episode. So there will be if you have joined the Facebook group. It’s called lead generation for financial services. You’ll find it on Facebook. I’ll definitely be putting the video in there and all my Instagram and Twitter and things like that. So I committed the cardinal podcast sin and I didn’t actually ask Roger to share with his his details with

Everyone has a web address is Roger Edwards cut at UK and is our Oh gee and he’s really active on Twitter and is Roger underscore Edwards find one that follow him his vlog is incredibly funny and also educational as well. So Roger is someone that we’re kind of in the early stages of the minute of planning an event or or a conference and Rogers definitely the sort of person we want to get coming to speak. So hopefully I’ll be able to announce some of that stuff soon. Thank you so much for listening. If you do like the show, please drop us a review over on iTunes. If you can have the amazing and I will see you next time for another episode of the lead generation for financial services podcast. See you then. Cheers.