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Lambo Goal is going on pause. More on that in the show.
I know… it’s tough. Trust me. We have to say no to some good things right now to say yes to some great things.
And there are some great things coming (don’t worry, Lambo Goal isn’t going away forever).
But today’s show with Cory McCabe is all about using video to bring people closer to buying what you have to sell.
If you want people to buy from you, they need to know, like, and trust you. Video is the fastest way to build those relationships.
But is it the right time for you to go all in on video?
See, I thought it was for me with seanwes tv back in 2014. I ended up doing a total of 186 episodes, but then I put the video show on pause. It was the wrong time.
I share what’s next for seanwes tv, why we paused the video show after 186 episodes, and why it’s coming back in 2017. You’ll learn how to recognize the right time to go all in on video and what to do before you start doing video.
Highlights, Takeaways, Quick Wins
- Video helps accelerate the buyer’s journey.
- Video helps people know, like, and trust you.
- Share your thoughts on video and people will feel like they’re getting to know you on a deeper level.
- If you’re not doing video, you’re going to be left behind.
- The right time to do video is when you have something to sell.
- Build your product first so every single piece of content you create leads to a sale.
- When you establish a sales funnel, it becomes an asset.
- Sales funnels give your videos clarity—teach, educate, and then point to a product.
- Start creating videos with the equipment you have right now.
- 02:20 Sean: Lambo Goal is going on pause. I’ve said it before, but only in the chat or maybe in another after after show. I have told the seanwes members. Lambo Goal is going on pause, and it’s not even bittersweet. It’s just sad. I’m sad. I love this show.
- 02:49 Cory: I love it too. It is bittersweet because of all the cool and sweet things that we’re doing.
- 02:58 Sean: We’re saying no to good things. Lambo Goal is a good thing. We’re saying no to good things right now so we can say yes to great things. 2017 is full of great things to come. We’ll talk about some of those. Today’s show is about video. Do you remember the last big thing you and I worked together on, Cory, that went on pause?
- 03:41 Cory: seanwes tv?
- 03:42 Sean: seanwes tv. That’s a spoiler. The last thing we put on pause was seanwes tv. Just like Lambo Goal, it’s not going on pause forever. We didn’t say, “It’s over.” We didn’t say, “It’s done.” It’s just on pause. Continuing that show after 186 episodes wasn’t the right time. We’re going to talk about that today. When is the right time to do video? It’s starting to become the right time.
- 04:27 We’ve got a lot planned, a lot in the works. There are a lot of things we need to do. We can’t say yes to everything. We’ve said it before. An episode of this show, as well as an episode of the seanwes podcast, takes no fewer than 17 people hours to produce. A single episode, Cory. It’s a very expensive thing to do.
- 04:55 It’s a significant cost. We absolutely love the show. It’s a blast to do, but it’s not free. We’re happy to do it. Time is money, and if you have time, you can make more money.
- 05:22 That’s enough precursor. How have you been this past month, Cory?
- 05:33 Cory: We’ve had the seanwes conference since the last show. That was October. I’m not sure if we’ve talked about it on this show. We’ve been busy.
- 05:56 Sean: It’s going to stay busy. It’s not going away forever, but it is going on pause. There are exciting things to come in 2017, so stay tuned on that front. We do have a show for you today, and I’m excited about this one. We’re going to talk about why you should do video and why you maybe shouldn’t be doing video right now. We’re going to talk about the right time to do video, what to do first, what to do second, what to do third, and then how to accelerate.
- 06:46 Cory: You you think we can throw this in? David just asked, “Is your actual Lambo Goal on pause?”
- 06:53 Sean: Oh yeah! We said that Lambo Goal isn’t going away forever. We’re saying no to Lambo Goal the show so we can say yes to Lambo Goal, the real thing. It’s kind of hard, doing the work and talking about doing the work. It does take a little bit away from the doing. I want to share the journey as we go, but we’re in a season where we have to be very purposeful about the things we’re saying yes to.
- 07:32 This is a great show. It’s super fun. I do want to share the journey, but very objectively, we need to be super real about what we’re investing our time in and what we’re getting out.
- 08:00 It’s tough. We are paying people for 17 hours worth of work to do a show that people really enjoy, but it doesn’t translate into anything tangible in the short term. That’s why we have to say no. The reason is because we’re working hard on the Lambo Goal. We’re going to come back and give you a great report. That’s where we are.
- 08:22 Cory: I can really relate to that. That’s exactly where I am. I have a show called Behind the Film, and that’s about me making a feature length film. It has come to the point where it takes so much time, so much energy, and so much effort to put these videos together that are showing how I’m making a film that, at some point, I need to work on the film. I totally relate to that. You have to make sure your time is going where it really needs to be going.
Lambo Goal is not going away forever, it’s just pausing so we can focus on certain things.
If you’re saying yes to a bunch of things, you’re giving away your time, so you’re giving away your potential to make money.
In this season of business, we can’t afford to be making investments that aren’t paying out in the short term.
Why You Should Use Video
- 08:51 Sean: Speaking of where your time needs to be going, where our time needs to be going, I’m going to pull back the curtain here. This is where we are and what we’re working on. For the past several years, we’ve been head down, making great programs, and what we haven’t done, what we’re starting to do and what we need to do, is sell those programs. We haven’t been doing that. We’ve refining them, making them better. But that’s something we’re working on—sales funnels.
- 09:25 We talked about this, actually. There’s a great episode about this on the seanwes podcast with Kyle Adams, and you should definitely check it out (Related: seanwes podcast e295 Turn Casual Visitors Into Loyal Customers). That was a really good one. We break down, beginning to end, someone landing on your website. They hardly know who you are. How do you take them from that point all the way to becoming a customer?
- 09:53 Becoming a loyal customer who buys and buys again to becoming a brand ambassador and actually spreading the word. The whole buyer’s journey is something that video can help accelerate. People aren’t going to buy from you unless they know, like, and trust you.
- 10:16 It’s not as fast as in person, but look at your web analytics. Even if you don’t have a massively popular site, even if you only have a few thousand or a few hundred visits, imagine meeting that many people in person. You can’t do it. You don’t have enough time in a day. Sure, meeting people in person is great. That will accelerate it super fast. You’re not going to make a ton of sales that way, unless you have a really big sales team or something.
- 10:44 Your website can help you do that automatically, and video can work in your stead. While you’re sleeping, while you can’t be in front of someone in person, video is the next best thing. It’s very close to that. People can very quickly get up to speed with feeling like they know you.
- 11:12 Cory: I’ve always loved that. Sean first showed me that people buy from those they know, like, and trust. That’s such a great little trio there. I’ve looked at my purchases, and it’s not always all three. I buy from this person just because I like them. I buy from this person only because I know them and I want to support them. Only some people that I buy from do I actually trust them. I have bought from this person, I’ve had that experience, and I know their product delivers.
- 11:43 Having all three is obviously exactly where you want to be. I think that’s how you build those loyal customers and move those loyal customers to become brand ambassadors, where they actually talk about you and bring you in more revenue. You’re exactly right, Sean.
- 12:02 Video helps you get known. If you’re unknown, you’re unpaid.
- 12:10 Sean: Or, as Grant Cardone says, “They got to know you to flow you.”
- 12:27 Cory: If you’re making a video, whether it leads directly to selling a product or service or it’s just for people to know, like, or trust you, either way, it’s accelerating it. Maybe they don’t know you at all. This is the very first video. This is their first entry point into what you have to offer in the long run of things. Eventually, you’re going to sell something, or you already have something to sell. Right now, I don’t really have much to sell.
- 13:03 I am putting out videos, because I’m trying to get people to know me, like me, and trust me, so when I do have more for sale, it will be such a no-brainer. They’ll think, “Oh, I’ve been watching Cory’s videos for a year, years, or months.” Who knows? Whether I’m making a video to say, “Hey, I have this thing for sale,” or I’m making it to build an audience and get them to like me, it’s all pointing to a sale in the end.
Video is the fastest way to build relationships with your audience.
You could read a dozen newsletters or blog posts, and you don’t feel like you know someone as much as you do in a five minute video.
Video helps people know, like, and trust you.
The Power of Video
- 13:33 Sean: Think of it this way. Do you like your website? Not before the thing that you edit next, the headline that you fix, before the form that you add or redesign—right now, as it is, are you happy with your website as it is currently? Do you feel like it does a good job of accomplishing what you want it to accomplish? In the chat there’s a no, a, “No, I hate mine,” no, yes, yes, no, etc.
- 14:16 Cory: We got about four yeses. Ben says, “Sure.”
- 14:21 Sean: That’s a no. I’m not happy, Cory. “There’s always so much to improve,” Kyle says. Here’s why I asked. There is probably something you feel like doesn’t quite do a perfect job. Here’s how I want you to think of it. If you meet someone in person and you tell them to go to your website, you’re like, “I’m going to update that. I’m going to change this. We’re working on that part…” You tell them all the things that you want to be better.
- 14:59 They click over to your course. You’re like, “Yeah, it’s really good. This course helps people who have something to sell but they don’t know how to use the right words. It helps them sell more of what they sell. Whether they struggle with writing or not, this will take them to the point where they know the right words to use at the right time with the right person to move them closer to making a sale. Whatever you sell, your product or your service, this class will help you double your sales.”
- 15:37 You’re telling them this in person while they’re staring at the landing page. Everything you just said to your friend, sitting at the computer at your landing page, where you told them to go to your website, where you’re like, “It doesn’t do a totally great job of explaining what I do, but basically, it’s this,” all of that should be a video.
- 16:05 You’re like, “It’s a great program.” Once they understand that it’s a great program, most of those people buy it. It’s between landing here and understanding that it’s a great program that people struggle with. Bridge that gap! Put a video right there! Put a video anywhere you would have to explain to someone what your website is really trying to do.
- 16:32 Cory: I like that a lot.
- 16:35 Sean: Do you feel like we’ve established the power of video? Is there anything more we can say, if someone wasn’t convinced to start doing video, that it is powerful?
- 16:46 Cory: There are probably several people who aren’t totally bought.
- 16:48 Sean: Push them over the edge! Off the top of your head. Don’t look at your notes. Why is video important? I’m just not sold. I don’t think I really need to do video.
- 17:19 Cory: You’re not sold? No one else is sold on what you have to offer, either. You’re so, so unknown. I’ve been doing some videos. I’m trying to do a little bit know and share more, share my thoughts, things I think about, and things I find interesting and insightful. I’ve been trying to share more, and the engagement I’ve seen is like never before. On Facebook alone, I’ll post a little something, and I’ve never seen this many comments before.
- 17:55 This is just because I’m sharing what I’m thinking, what I’m learning about. Even people that aren’t in my industry are commenting and saying, “This is so interesting. I’m intrigued by all that you’re sharing.”
- 18:25 I’m just sharing what I know and what I’ve learned and how I’m interested in that. When I’m genuinely interested in something, like if I’m talking about cinematography, I say, “Look what this does! It’s so cool!” People will see that on my face. They’ll think, “He clearly means it. I see how excited he is about cinematography.” Then they have a connection, and they feel like if they met you in person, they would feel comfortable. They would already know you. They wouldn’t feel like they have to introduce themselves.
- 18:59 Sean: I’ve met a lot of people in person after having “met” them online, sometimes over a message or whatever, and in all the cases where I’ve seen them on video beforehand, it did not feel like I was meeting them for the first time when I met them in person. It felt like I already knew them and we were just meeting up, every single time, and that’s incredibly powerful. The trajectory, the trend, is in the direction of video.
- 19:30 Of the different types of mediums and ways people can consume, they are consuming more via video as opposed to reading or listening. I would say that even listening is going up in comparison to reading. Reading is down. We’re readers and we think it’s important, at least I am, but that’s not normal. Fewer and fewer people are reading books and reading longform copy. It’s still important. It still plays a role.
- 20:08 Video is becoming more and more important, and if you’re not doing it, you’re going to be left behind. Let’s say that people are on board at this point. “I understand the power of video. I should be doing it. I get it.”
You should have multiple videos where you discuss all of the little friction points a potential customer might experience.
Because I’m doing a video, people can see my enthusiasm and my facial expressions, and they feel like they’re getting to know me on a different level because I’m sharing my thought process.
People are watching more and more video, as opposed to reading or listening.
The Right Time to Do Video
- 20:22 Sean: We started doing video. I hired Cory. He was the first person I hired at seanwes. This was to do video in 2014. We started seanwes tv, and we ended up doing a total of 186 episodes of that show. I was going to say videos, but Cory and I have probably done 500 to 1,000 videos.
- 20:43 Cory: I would love to count them.
- 20:44 Sean: I know that, in the past, from speaking at Creative South to speaking at Circles conference, I personally did 530 videos in that span, 2015 to 2016. I think Cory was involved in a lot of them. That’s a lot of videos. We ended up putting seanwes tv on pause. Why is that? It took a lot of resources. We were also creating transcripts for the lessons, we’re making graphics, it’s taking my time, I’m writing scripts, etc.
- 21:18 Cory is shooting and producing. It was a big effort. That provided a lot of value for people, but we didn’t have sales funnels in place. What a lot of other people don’t have in place are products at all, anything to buy. We have things to buy, but we don’t have sales funnels in place to take someone from being interested to becoming a customer. That’s the right time to do video.
- 22:02 It’s not sustainable. You have to have a clear path, established paths from the content you’re creating to the products or services that you offer. I did an episode on the seanwes podcast called Why You’re Internet Famous and Still Broke. There are a lot of internet famous people who are broke.
- 22:27 They’re totally broke. Maybe the top 0.1% make a lot of money, but even the top 1% of YouTubers, for instance, don’t. There are people in the hundreds of thousands, who are making $100,000, in the top 1% of YouTubers. That’s crazy. There are a handful of people making millions, but only a handful. Most people who become internet famous, you see these people on Instagram with 200,00 followers.
- 23:03 Or they have 2 million YouTube subscribers, but they’re not millionaires. I think a lot of younger people, especially, are going on their social media feeds and looking up to these people that they’re following. They’re like, “Man, they’re making it! I would love to be them.” But you don’t know what it’s like behind the scenes. They don’t have a sustainable business behind the scenes. They’re throwing monetization at everything.
- 23:31 “Can I get sponsors? Can I get donations? I guess people sell hats and t-shirts.” They’re trying a bunch of things, but they don’t know what they’re doing. I didn’t know what I was doing a couple of years ago. I was like, “I should be doing video, so I’m going to do video.” It didn’t actually connect to anything. It didn’t make practical business sense.
- 24:05 Got it? You think, “YouTube video,” what do you think? What is a YouTube channel? What is a blog? Fill in the blank.
- 24:36 Cory: A lot of people say “Marketing.”
- 24:39 Sean: It’s a marketing channel. What is a YouTube profile, Cory?
- 24:44 Cory: I would agree. I would say that it’s a marketing channel as well.
- 24:46 Sean: When you think of YouTube, when you see some famous person on YouTube with a bunch of subscribers, you see a blog, you need to think “Marketing channel.” It is a customer acquisition channel. You’re getting people’s attention. It is not a business, it’s an acquisition channel, a marketing method, a way to get attention so that you can do what? That’s the big question. What are you doing with that attention?
- 25:15 How are you monetizing that attention? Some people sell sponsors. Some people sell ads. Some people sell courses. Some people have products. There are a lot of ways that you can monetize. That is the business. What you sell, the people you sell it to, and how you make their lives better—that’s the business side of it.
- 25:41 Some of you still aren’t here, you still don’t understand. You’re like, “I don’t know… for some people…” Hear me out. Here’s the analogy I’m going to make. Do you spend money on a billboard if you have nothing to sell? You usually have to buy two or three. You pay for a package, and depending on the area, it can be into the five figures. Let’s just say that it’s an average billboard, and it’s $4,000 to $8,000 a month per billboard.
- 26:18 Let’s just call it $4,000, but they make you do minimum packages. Say you have to do three, that’s $12,000 per month. Oftentimes, you have to have a minimum contract. Let’s do three months. Three billboards for three months. $12,000 a month, $36,000. Are you ready to sign the contract?
- 26:39 Cory: No.
- 26:39 Sean: Would you buy a billboard if you have nothing to sell?
- 26:42 Cory: No.
- 26:42 Sean: It doesn’t make sense, right? You wouldn’t do it. Nobody would do it, because it doesn’t make sense. Let’s take that fact, that none of us would do it because it doesn’t make sense, and do a simple math equation. Time is money. If blogs, vlogs, and YouTube accounts are marketing channels, like a billboard, you wouldn’t spend money on a billboard if you have nothing to sell. Billboards are marketing channels. Why would you spend time, which is money, on YouTube, which is a marketing channel, when you have nothing to sell?
- 27:20 It doesn’t make sense. YouTube is your billboard. That’s all it is. Why are you buying billboard packages every single month when you have nowhere to point people, nothing to sell on the website that you point them to? You have no way of making money. You’re spending time, which is money, on YouTube, which is a billboard, to point people to nothing.
Video is very important, but if you have no way of actually making money, doing business, or transacting with people, you can’t do it indefinitely.
A blog, vlog, or YouTube profile is not a business——these are all marketing and customer acquisition channels.
Besides what you sell and the people you sell to, everything is an acquisition channel.
The right time to do video is when you have something to sell.
- 27:48 The section we’re talking about here, Cory, is when is the right time to do video? Your time and energy would be better spent right now working on a product, an imperfect product, with a price tag that you can put up, and then drive attention to it. Everything makes sense once you’re making money.
- 28:13 Everything makes sense once you have a product or a service, once you’re doing business. Then all of the other stuff makes sense. I kind of had somewhat of an idea of this, but I didn’t really get it. It’s the simplest thing. I complicated it. I was like, “Yeah, but you could switch it around and do the videos a bunch before it makes sense, and then you have a bunch of attention and you can start making the product.”
- 28:44 You can do that. We did it, and we’ve barely survived a lot of times, but it’s very tough. If you have a bunch of spare time and money to start with, you could do it that way, but there’s no guarantee that it will all work out. There are a lot of people who are doing this. If you copied what we did at seanwes for the first three or four years and you weren’t willing to put in 18 hour days, seven days a week, like I was, to barely keep us afloat, making money other ways, it would be unsustainable.
- 29:17 If you just copied what we did and said, “Look at seanwes. They’re making a bunch of podcasts and doing a bunch of videos on YouTube. They have eight people. It must be working,” you can’t copy other people without knowing what their actual business model is.
In-Person Benefits of Video
- 29:37 Cory: I wanted to talk a little bit more about what video can do. We have established that video makes a human connection with people and makes them feel like they’re connecting with a real person instead of just words on a page or an audio file. Video makes a human connection, but an in-person interaction is even better. That’s the ultimate connection with a person, an in-person interaction. The more videos you do, you’re going to get better at presenting and talking.
- 30:20 That will make your in-person interactions even better. Spend time getting good on video, even if it’s just internal and you don’t post them anywhere. We talk about recording yourself, listening back, and transcribing. We do all of these things to get better.
- 30:48 Sean: I agree that video is good and you should be doing video, and you need to do a lot of video and practice it to get better. I’m talking about the when, the timing of when you do that. When you don’t have a product, you have nothing to sell, should you be doing a bunch of video? I’m saying that you should put that energy into making the thing that you want to sell.
- 31:13 Has anybody noticed? I’m curious. I’ve done less Twitter, less Instagram, less Snapchat, less Facebook, and less live streaming and less email newsletters lately. Has anyone noticed?
- 31:35 Cory: I am getting there, when you should start doing videos. I just wanted to touch on how it’s also beneficial for your in-person interactions.
The more videos you do, the better your in-person interactions will become.
Define Your Prospect
- 31:52 Cory: Not doing video right now is hurting your future sales. I guess that this is where we might differ a little bit, Sean. If you’re not doing video right now, it’s hurting your future sales, and that’s if you have something to sell and if you don’t. If you don’t have something to sell, you have no audience. I don’t have much to sell, but I am doing videos. I am not pointing people anywhere at the end.
- 32:18 I feel like that’s okay, to be putting out videos and build an audience to get them to know, like, and trust me. Maybe then, I take a little bit of time off, create a product that I realize will be helpful with these people, since I’ve been connecting with them, and then make a product. If you’re talking about just starting doing video, I would say that the best timing is yesterday.
- 32:41 Sean: Why would you not start with a product?
- 32:45 Cory: Because I don’t know my audience that well. By doing what I’m doing, putting out more, engaging with them, and seeing their questions…
- 32:53 Sean: I’m going to push back. You have a unique advantage. Do you know what that is? Do you want to guess?
- 33:08 Cory: I work here.
- 33:08 Sean: That’s kind of it. You’re in the Community, correct? Would you say that a good number of people in the Community are interested in what you do?
- 33:24 Cory: I guess, maybe.
- 33:27 Sean: Would you also say that a decent number of them are interested in video, or that I or all of us collectively have convinced them that they need to care at least a little bit more about video?
- 33:38 Cory: I hope so.
- 33:38 Sean: I think so. It’s to the point where we’ve done Getting Started With Video, which is a mini course coming out. That’s a product. That’s something that the members get access to for free, because we want to reward their loyalty, but that will also be available for sale separately.
- 34:10 This is important stuff. I didn’t get this stuff for years, because I didn’t understand the purpose of things. I did what other people did without really understanding why. You do a newsletter because someone said to do a newsletter. But why? Well, you want to reach people. If you could easily reach 30 people by handing out flyers, that’s twice as effective as sending out an email to 15 people that gets a 40% open rate.
- 34:43 Well, it’s more like three times as effective. I didn’t understand the why. It’s actually about reaching those people and making an impression, not about having a newsletter and that looking cool. Doing video is about getting attention and building relationships so that you can continue to serve someone beyond a sale. A sale of what? A sale of a product that you made and put time into. Part of that email thing is getting attention.
- 35:11 Part of blogging, writing newsletters, posting content, making videos, and using social media is getting attention. What do you do with that attention? You connect and talk with those people, ask them questions, and let them ask you questions. You converse. You meet up in person. You get on the phone. You call them over Skype. You get to know them. You talk to them. You get feedback. You have conversations.
- 35:36 The Community is a place where you can do that. This isn’t a sales pitch for the Community, but I’m telling you, Cory, that you have this. You can create a conversation, and the type of people you’re trying to reach with a newsletter are here and will give you that feedback. You have the feedback mechanisms already in place to get the data you need to create a product people actually want, that you can sell. I’m saying that you should put the energy into that first, build the product, and then work back from that.
- 36:11 Who are the people you’re trying to reach? What do they need to know in order to buy this? Where do they need to be? What education do you need to provide? Work back, work back, work back. Put in all of that content in place. Maybe it’s video, written, blog posts, newsletter… All of that leads up to a sign up.
- 36:35 We’re working backwards. Why are they on this page? What got them on this page to even see the signup? Probably some content that they’re interested in, that’s related. That’s where the video comes in. That’s where the video gets the attention. The three things you want to do in order are: build the product, build the sales funnel, and fill the top of the funnel.
What Cory has that everyone else wants and needs for their content is the ability to figure out the audience and the feedback mechanism.
Work backwards from the product to create a signup with a lead magnet that defines the prospect you want to serve.
Build the Product First
- 37:03 Sean: Start with a product, work backwards, figure out the sales funnel, and then fill the top. Once this machine works and converts, once you have it set up in place, then you just send traffic to it. You’ve got a product. Someone can go to a page. It has a bunch of videos that explain more about it. The sales copy is great. They can sign up for more. Maybe there’s an email course on the back end that takes them through the common questions and answers, shows them testimonials, and all of the benefits.
- 37:42 You know that 3% of people who sign up for that are going to buy. If 100 people see that sales page, you’re going to get three sales. If it’s a $99, you’ve got $297. Now, you can start making videos, and these videos can be epic. They can provide value. They can educate. They can show people about editing, coming up with story… All throughout this, you can be name-dropping your product.
- 38:12 “It’s like we talk about in (product) at such-and-such.com.” You’re mentioning this. At the end, “Hey, if you want to go more in depth, check out my website.” The website has the product.
- 38:29 Once you have established that system, you don’t have to think about it anymore. Now you can refocus on the front end. I’ve got some thoughts I want to share as far as what we’re doing and changes we’re making, but do you have any thoughts on that so far?
- 38:45 Cory: I guess, to clarify and give context, I do have a product that I’m working toward. That’s why I’m building videos, because I make films. That is my product that I’m leading up to. In the meantime, creating videos from now until my film is finished and I point people to that film, I might also get some ideas for a different product that’s not a film.
- 39:18 Sean: Yeah, absolutely.
- 39:19 Cory: That’s to give context. I’m not just creating videos to create videos and then figuring out a product. I guess it might have sounded like that. I’m working toward a product that I’m pointing people to with the videos that I’m doing.
- 39:33 Sean: Nathan brings up, “Both of you have a point. Creating video first, content, and interacting with your audience can help you discover the type of product you create, and then creating the product first will allow you to leverage video as a marketing channel that will lead to sales.” Both of those are true. You don’t have to use the route where you have to create content to get attention to bring in people to have conversations to figure out what their struggles and pain points are to make a product they’ll buy.
- 40:07 That piece, you already have access to all the tools and people you need to do that. I was saying that for you, Cory. For other people, if they don’t have access to an audience or people to talk to, then creating content to get that first could work. So can going to local meetups. You don’t just have to build an audience. So can talking to people on Twitter. Basically, I was just saying that you have a shortcut. I have a unique advantage with the Community.
- 40:39 I’m saying that you should build the product, build the sales funnel, then fill the top of the funnel. I asked earlier how many people had noticed that I have been quieter on social media. Previously, I have put a lot of time and energy into creating content on social media. That could be with my face, talking on video. It could be with quotes that I’m gathering, collecting, curating, or designing on Instagram. All of these things take hours of planning and preparation.
- 41:15 I would often come up with a schedule for things and I would talk about it on Snapchat, topics. It was a lot of work, and none of it was purposeful. Maybe a few of them were purposeful, when I was doing a launch or something, but it was just more free content, more relationship marketing investment. There’s nothing wrong with that. I’m not saying that’s a bad thing. I’m saying, that’s what I’ve done for the past three or four years. I don’t need to continue doing that. I need to sell what we have.
- 41:54 I stopped. I’m not stopping forever. I’m going to use Snapchat, Instagram, Facebook, Twitter, and YouTube again. I will come back to these things when it makes sense, when it is a sensible piece in an intentional sales funnel, when it actually leads people to buying. Provide the value upfront, and then connect it to something.
If you build the product first, every single piece of content you create leads to a sale.
Build the Sales Funnel
- 42:26 Sean: We have great people, great products, and great content for the great people, but there’s a big gap in between. We even have excellent copywriting skills. I’m an excellent copywriter. These skills are floating out here. They’re not employed anywhere in here. Great products, great people, great content, nothing in between. This is the sales funnel. This is the connecting piece.
- 43:01 This is what we need to work on. We talked about sales funnels in episode 295 of the seanwes podcast, so if you want a detailed breakdown, I get really detailed in that episode. If you’re wondering about that, check out that episode. You need to have these things in place. It needs to make sense. It needs to connect. I have told the team, “We need to refocus our efforts and our time. I need to free up more of my time to build out these sales funnels.” You have to spend the time doing this, learning and researching.
- 43:41 I’ve been learning so much. In my story, I tell people about the Learn Lettering launch and how I immersed myself in the world of marketing for six months during that period. I launched, and it made $100,000 plus. That’s really awesome. I have not stopped for years now. Ask Laci. For the past three to four years, I am immersed in business and marketing.
- 44:11 All the time, always, constantly. In the bathroom, in the shower, in bed with headphones if Laci’s reading or something. I’m not being insensitive. Okay, dinner’s ready? Awesome. I’m coming down for dinner, but I have my phone in my back pocket, and I’m playing something, a podcast, a YouTube video, while I’m walking down the stairs, until the moment I grab my bowl for soup. Then I’ll turn my wrist over and press pause on my watch.
- 44:40 I’m not wasting any second. I’m investing, investing, investing. I have so much knowledge and skill, and it’s not being employed. That’s my fault. I’ve bogged myself down with a commitment to content that leads nowhere. It’s very tough. It’s very painful to put things on pause. It’s very painful to stop engaging on social media. The worry kicks in. Will people forget about me? Will I become irrelevent? I’m not spending that time there. I’m spending it elsewhere.
- 45:14 I know it’s going to be worth it. I’m going to allocate three months, tops, building out these sales funnels, and then we’ll come back full steam in 2017. Everything connects. All the content we create, all the fun stuff we’re going to be doing with seanwes tv, all the blog posts, all the Snapchats, everything is going to make a whole lot more sense.
- 45:40 Cory: I’m starting to see how that all works together. Back on the product vs. content, which comes first, thing—it makes so much more sense. We have products and we know how to make great content, but we need to work on sales funnels to go from content to product.
- 46:15 On an extreme level, going way back, let’s say that you’re a person who doesn’t know what they’re interested in, you don’t have an industry, and you don’t know what you’re passionate about. What if you started making videos? It would be a mess. I was just thinking on the opposite side of things. “I don’t know what we do. I kind of like this, I kind of like that,” jack of all trades, and you start making videos. It would be a mess. No one would follow along. There’s no clarity.
- 46:45 Having a product, having all of this in place, before making content, will make the content so much more clear and have so much more direction.
Sales funnels are assets once you have them established.
Sales funnels give your videos clarity—you teach, educate, and then point to a product.
Validate Your Product
- 46:58 Sean: David asked, “If you focus on the product first, before you publish content for audience engagement, isn’t there a huge risk of launching a product that flops?” Yes, absolutely, and I’m not advocating that. To be super clear, I was talking to Cory specifically. Cory has a unique advantage, which is being in the Community, being connected to people who would be the people he would want to serve.
- 47:24 He has the ability to talk with them. They know him. They’ve seen him on the shows that I do and other places. There’s already a relationship there. I’m saying that he doesn’t need to create 40 more videos on YouTube to figure out who the audience is, what they need, and what product to create. Cory has a shortcut here. He doesn’t have to go the long route. Other people do still need to figure out what the audience wants.
- 47:57 I’m not saying to create a product and then go find a market for it. I want to be super clear. You either have to start with content or you have to go where the people are.
- 48:15 You can go to meetups, meet people, and go to conferences. For instance, Community Talk is the system we use here for the Community that we’ve built. We’re going to be making that available to other people as software. You can sign up at CommunityTalk.com. It’s not available yet, but we have an early access list.
- 48:37 I’m not doing a ton of content marketing for that, but I’m going to conferences and meeting other people who are influencers, community organizers, membership site owners, software company CEOs… I’m meeting these people in person. I’m getting introduced to them by people I know over email. We’re getting on Skype calls. We’re going to be doing more interviews and things with them, internal interviews.
- 49:02 I’m going to ask them questions, like, “What’s your biggest struggle with building your community?” You don’t need content for that, but we’re validating. You have to validate your product one way or another. I wanted to make sure to address that so we didn’t lose people.
It is possible to figure out what people want without doing content marketing, because you can do it in person.
It’s Not About Production Value
- 49:35 Sean: Jordan says, “How do you make videos that don’t suck?”
- 49:44 Cory: It’s not about production value. It’s not about the right cameras. Every professional videographer will tell you this. It’s not about the gear, it’s about the content. It’s about what you’re sharing, saying, and doing for people. That’s how you make a video that doesn’t suck. I can give you some technical things, like, make your audio good. Invest in a microphone. Learn a little bit about framing.
- 50:14 Even if Jordan shared a video where he’s way off to the side, he’s lower on the frame, and it’s really annoying the whole time, if he’s saying something that’s super good, not wasting any time, I would think, “This is good. I really don’t care what I’m looking at. I see his face, and I’m connecting with that.” A connection is made because of what he’s sharing.
- 50:38 Sean: That’s such a good answer. I believe that answer today. It took me years to get to that point.
- 50:45 Cory: I still have a hard time believing it.
- 50:49 Sean: We’re in a seanwes bubble of quality. We have a pretty intense setup here, and it’s easy to believe that the production is what makes something quality. Production helps a lot and is important. If you want a premium brand, it’s very important to underscore it with your production, your website design, your code, your copywriting, and whatever. All of that is very important and worth investing in.
- 51:27 We have slowly, one piece of gear at a time, one improvement to our process at a time, been improving things with our production quality. It has been years, and it has been a slow boil. You wouldn’t notice. You go back 20 episodes or half a year compared to now, and it looks the same. If you go back a year or two, maybe someone with a good eye can tell the difference. If you go back three or four years, you’ll think, “Oh, wow, you’ve come a long way.”
- 51:58 It’s slow. You look to people who have an amazing setup, amazing production quality, great editing skills, nice lighting, good audio… You think, “They’re successful. If I want to make it, I have to do all of that.” They didn’t get there overnight. They didn’t do that immediately. They didn’t start that way. They started with what they have.
- 52:30 I guarantee it. “I don’t have a video camera, Sean.” Find a way. Use your computer. It has a built in webcam. “It doesn’t. It did, but it’s broken.” Use your cellphone. “Well, it’s not that great quality…” Use your cellphone. “Oops! I dropped it in the sink and it doesn’t work now, so you said to use what you have, but I don’t have anything.” Does your wife/husband/neighbor/friend have a phone with a camera? Probably.
- 53:35 “Yeah, but I only see them once a week.” Do it once a week. “I don’t want to ask.” That’s what it’s really about. It’s your unwillingness. It’s not that you don’t have what you need. You have a 720P webcam sitting in a bucket, sitting in a bin with all your cords and adapters that you never use from devices that you lost but you’re too scared to throw away. You have a 720P webcam gathering dust, but you’re not using it because it’s not 1080P.
- 54:01 Use what you have and start now, then iterate on that. Like Cory said, it’s all about the message. Know who you’re talking to. Don’t talk to everyone. Prepare beforehand. Show up with value, and deliver. That’s how you make videos that don’t suck.
- 54:36 Cory: Hopefully, you have a product or you’re working on a product, but here are some video ideas. You’re sitting on your own money. Not doing video right now is hurting your future sales. You need to share more. Share more of things that are related to and in the ballpark of the product that you have. Here’s a small list of things you can be thinking about or write down.
- 55:02 Share your knowledge, experience, mistakes, and insight. Of course, you can share the product as well. That’s a must. You should have a whole video dedicated to it. I don’t even have that. I have a small intro on one of my videos. “Yeah, here’s what the film is about, but here’s the process.” I need to have a whole video dedicated to saying, “Here is all that this film is about.” I need to really sell people on it even though it’s not ready yet. I’m backwards building.
- 55:49 Sean: No one’s going to buy?
- 55:50 Cory: No one.
- 55:51 Sean: You have to make it better? You have to get more gear?
- 55:55 Cory: We just talked about that. You actually don’t. You need to share what you know, everything around the product, things that are interesting and valuable to other people.
- 56:05 Sean: What should you focus on?
- 56:09 Cory: Video.
Especially when you’re just started out, production isn’t what you need to be worrying about.
Start with what you have—what you have right now is enough, you don’t need a single piece of gear.
No one is going to come to you for help or buy your product if your video output stays the same as it has the past 6 months or year.