Ep. 90: Make your Brand More Bingeable than Bridgerton

Transcript

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Hey, hey, hey.

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This is Sarah Noelle Block and you are listening to Tiny Marketing.

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This is the uncut summer series where you are getting the raw, unfiltered, unedited recordings from our interviews, webinars and workshops.

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So sit back, relax and enjoy the ridiculousness.

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Hey y'all, it is your host, sarah Noelle Black, the person that talks on tiny marketing.

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Today I posted on LinkedIn and I was talking about how service businesses can't.

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They're not the same as product companies.

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They don't move from discovery to purchase automatically like you do with a product company.

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Like, for example, you go to a webinar and they blow your mind and you're like, okay, I will buy this on-demand course for $995.

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Great, woohoo, I feel good about that purchase.

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It's not the same with a service business because it's very intimate.

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When you're purchasing from a service business, you need to earn trust with that person.

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It is an intimate relationship that you're forming with them and you need to be able to want to spend time with that person, with that service provider.

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So you can't just go from discovery mechanism like a webinar, a workshop, an event, a podcast, like a webinar, a workshop, an event, a podcast, a blog post to hitting purchase.

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You know, with a service business, purchase looks like scheduling a fit call, signing a contract.

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It's like a big to-do.

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No.

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So what you need to do is you need to move from discovery mechanism to nurturing and nurturing experience where you actually get to know that person.

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And I'm not talking about strictly automated nurturing.

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You can make this easy.

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You can make nurturing easy, but it's not necessarily like an email sequence that's going out on a regular cadence to sell, not with a service business.

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With this it's more like maybe you have a Facebook group that you're regularly interacting with and you're having conversations with people.

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Maybe once a quarter you schedule connection calls with people who went to one of your events just to stay top of mind with them, went to one of your events just to stay top of mind with them, connect with them, see how you can help each other.

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Maybe it looks like a referral group where once a month, you guys meet up on Zoom or Google Meets or whatever and talk about what your current offers are and what really matters.

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But whatever it is, you need to have a nurture experience that follows that discovery mechanism.

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But here's the catch you can have a shorter nurturing experience if the people in your world feel like they know you already.

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And the easiest way to do that is through video.

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Way to do that is through video.

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So today I am talking to Brad Powell and we're going to have a little chitty chat about how to use short-form video to build relationships with your followers.

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Now, I'm not saying you're not going to need that nurture experience following the discovery mechanism of your short-term video, but it can be a lot shorter, because it's such a personal experience.

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When you're watching a video and you're seeing their personality, you're understanding what they know.

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You build trust with them because they're teaching you how to solve your problem through those short-form videos teaching you how to solve your problem through those short form videos.

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It can be a lot shorter.

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You can really reduce your sales cycle by using short form video and cutting through that.

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Will I want to hang out with this person once a month, once a quarter, however often you'll be working with them?

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Will I believe that I'm going to get what they say I'm going to get, because they've already proven that through the video.

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So stay tuned.

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I'll be talking to Brad in just a moment.

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Resuming here we are.

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Hey, brad, how are you?

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I'm doing great.

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Can you tell me a little bit about your business before we get started?

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Sure Well, my business is called Awesome Video Makers, and what I'm really talking about is all of my clients, in fact, all of the people in the world who could become really awesome at making video, because I really believe that for anyone who's in business especially a tiny business, or at least a business that has a tiny marketing department one of the biggest opportunities is to get on video so that, with the least amount of effort, you're getting the maximum amount of exposure.

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And for individuals who are business owners, it's particularly important because you, as the owner, as the leader of the movement that you're creating and the change that you're trying to make, you're really the single most impactful marketing asset for your company and for your brand, and so it's really behooves you to get out there and show up like actually be the human who's the face of whatever thing that is you're up to.

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Yes, it is so hard, though, for marketing leaders and business leaders to do that.

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So how do you get people over that hurdle when they're uncomfortable on video?

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I am always dragging people in front of video and they're like no, please, no.

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Yeah, well, it definitely for a lot of people, and this was true for me when I was starting to do my own content creation.

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I had a lot of experience of, you know, being the video producer and being the person behind the camera, and I had done literally hundreds and hundreds of interviews for people and I don't think I really understood what I was putting people through when I said, oh, it's going to be fine, we're going to have fun, and they're all going.

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Oh, no, this is terrible, I'd rather go to the dentist.

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Yeah no-transcript.

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But, honestly, the technique that I've developed with my clients is really making it as easy and as simplified as possible for them to go through this process, and so my method is to treat them kind of like we're doing right now.

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You know, everyone has had some experience of being a guest or being interviewed by someone, and usually that's a very simple thing to take on.

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It's like, oh well, I'm going to show up as quote the talent, and someone's going to ask me, you know, easy questions and I'm going to be able to just say the stuff that I know about and that's going to come fairly natural to me and it's not going to be necessarily the same kind of trepidation of standing up on stage in front of thousands of people or even just sitting down in front of a camera all by myself trying to figure out what I'm going to talk about.

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So when you have someone who, like myself, who has done a lot of interviewing where I've been able to pull out the insights and the wisdom and the thought leadership of the person who I'm talking to, so when I'm hearing stuff that they're saying, I'm going oh, that's really interesting, tell me more about that.

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Or how do you feel about this, feel about this, and in that time together I can get them to basically come out of themselves and be quite natural in what is basically a casual conversation between the two of us.

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So there's no script, there's nothing they have to memorize.

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All they have to do is sit with me in a remote interview setting and basically I'll meet with someone for an hour-long call, just like we're doing now, and after a single hour they'll produce a month worth of video content that is promoting their brand and is promoting like what do they believe in and what do they stand for and what's the cool thing that they're up to, and show that they really understand the customers or the clients who they're wanting to serve.

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That does make it so much more comfortable when someone else is there.

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I think that's really the crux of it is that people feel uncomfortable talking to the camera.

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No-transcript, hold on, let's pause right there, because I love what you're talking about.

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Dig deeper there.

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Yeah, for sure.

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Yeah, I think I mean really it's much more about having a conversation, and I think this is wants to be the approach that every single person who is marketing wants to do.

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Is, what you're really wanting is to create a conversation with your ideal prospect.

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It really wants to be not a broadcast, not an announcement, not like here's all the things that we do and why it's so amazing.

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It's really almost like call and response.

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Like when you're in church on Sunday, it's like I'll say something and hopefully people are going to respond to what I'm saying.

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You know so, when this material goes out on social media, you're literally creating a conversation with people and so they're going to have.

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You know, you're going to say stuff that may be provocative or things that you really believe in strongly, and what do you stand for?

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And people are going to respond to that.

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And some people who will not get what you're up to, or they're going to go.

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No, this is not for me.

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Well, that's fine.

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Like they're going to go away and you didn't.

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You don't really want to be working with them anyway.

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Yeah, that's intentional and I think that makes so many people uncomfortable that you need to attract and repel, especially as a service business, because if you're attracting everyone, then you're going to be working with a lot of people that are going to be a bad fit and you aren't going to enjoy working with them.

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They're not going to enjoy working with you.

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You want to repel them early on.

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It's okay that people don't like you and I mean, yeah, I mean that what you're talking about service, uh, service providers when people are going to hire you for your service, they're not actually hiring the service, because whatever service you're doing, there's, you know, a thousand other services that are in the same lane as you.

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And so they're really hiring the person behind the jobs or the people if you have a team of people, and so the more that you can show this is who we are, this is, these are our quirks, this is our personality, this is the way we look at things, this is the way we treat each other, this is how we treat our customers, etc.

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Etc.

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Like all that kind of stuff.

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People want to know who am I going to be working with, and they will pick you because they resonate with you.

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And there's no better way to have that resonance happen at scale than with video right now.

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Yeah, I am 100% with you on that.

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It's the only way that you can get people over those obstacles and hurdles.

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When it comes to picking a specific service provider, like, let's say, they've shortlisted you, the video is what says, okay, I'm going to go with that person because you're teaching them, you're earning trust with them, they can see your personality.

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It's a really intimate relationship when you're working with someone because you're actually like face to face with them and having real conversations with them and you need to be able to early on, say, okay, I'd want to hang out with that person yeah, absolutely.

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The other thing that I found really interesting in this last little bit of time is that the way businesses used to use video isn't working as well now and then what I'm referring to is the sort of longer form explainer style of video.

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You know, the number one thing that people often come to me with is we want an explainer video, we want one of those cool like animated things that's like here's how to use our software, you know, and that's good, like that definitely has its place, but that's not what we're talking about here.

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And the other thing that's really shifted is all of the platform, and this is.

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You know.

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It started with TikTok, who made short form, like a video that's short, like a minute or 30 seconds or even 15 seconds.

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That is the popular, the most popular way for people to be consuming content, and tiktok completely proved the model.

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It's become the most used video consumption platform on the planet, bar none.

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I do love TikTok.

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Yeah, and it's shown that not only does it work but it's really addictive.

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People go on TikTok and they lose an hour or two hours, just sort of.

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That is so true.

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That is exactly what happens.

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Right, exactly Well.

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So all of the other platforms looked over there and said, oh my gosh, we need to catch up with this.

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And so Instagram and Facebook has reels, and YouTube has its shorts, and even on a platform like LinkedIn, which is where I put most of my effort in my content, the shorter form videos are the ones that are performing the best, and so when you are expressing your ideas and when you're sharing whatever it is that you want to share content wise, you definitely want to keep it down to a minute or less and get used to, and practice to, talking in one minute sound bites.

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Yeah, yeah, that is really hard to get used to especially something like this like a podcast.

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It's a definite challenge.

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I mean, I come from a long background of doing live streaming.

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I mean, I was doing live streaming for musicians back in the early 2000s, before there were any platforms that enabled live streaming.

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You know, basically you had to build this kludgy thing on somebody's website, on a landing page, and then you had to invite people to come to that location to show up at this you know virtual live event.

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And it was way before live streaming was cool at all.

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Well, that is cool.

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That's like the beginning, the origin story of it.

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Right and that was super long form kind of presentation.

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It was very engaging.

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A lot of people would be there live and they'd you know there'd be a lot of back and forth and commenting and that kind of thing.

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And live streaming is still a really good way to engage with your audience.

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But when you're wanting to increase your brand awareness, the short form, nothing.

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Nothing is better right now.

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And so I had to go through, like how do you do this?

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Like how do you take that long rambling stuff that you've been doing in this long like half hour or even longer presentation and bring it down to, you know, 45 seconds?

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Yeah, so how do you do that?

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Well, it takes practice and it also takes editing.

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And this is the thing where, again, like tiny marketers, you don't want to be your own editor.

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And this is the thing where, again, like tiny marketers, you don't want to be your own editor.

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And this is the thing of people are looking at video.

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They're thinking, oh, it's too daunting, like I have to get a camera.

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I got to figure this all out.

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There's a lot of technical stuff to learn about, and when I'm done with the making of my video after I stumbled through what I was going to say or I read my script and I had, you know, lots of bloopers and stuff I need to somehow figure out how to edit it all down so that it makes sense to people, and I leave out all my mistakes, and so you don't want to do any of that.

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But you're the owner of your business.

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You're the marketer for your brand.

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You don't want to be brand.

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You don't want to be this guy or gal who makes videos and you've become an expert videographer or an expert video editor.

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You don't need to do that.

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You can hire someone.

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Hire me, but you can hire.

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There's lots of lots of people who are really good at video editing and especially now with the short form, there's tons of people who are very skilled at taking content and cutting out all the parts that you don't need and making some kind of thing that you went on for maybe three minutes and turning into a 50 second video.

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And this again is partly what I do for my clients is that we're having this conversation and I'm listening for the nuggets and when I hear something I go, yeah, that's it, I know we've got it and we can move on to the next topic and or the next prompt that I'm giving them.

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And from that time, like I'm literally taking an hour long piece of footage and I'm taking little bits and pieces out of it Sometimes it's not even linear.

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Like I'll take a part that was said over here and I'll bring it to the beginning, because a lot of us, you know, we bury the lead Like this thing we want to say we leave it till the end.

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Yeah, but your ears are trained to find that hook that's going to pull people in and those sound bites that are going to work in 50 second videos.

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What's funny about TikTok, though, is that they're expanding, like now you can go up to 10 minutes it's true and they're like.

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The algorithm of tiktok is preferring the longer videos now which seems so funny to me, considering they were the, the starters of the short form yeah, it is interesting the and it will be interesting to see where this goes in terms of you know, will things swing around and people start you know you meet someone and I think this is really true.

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Like there's a lot of YouTubers who are spending a lot of time growing their audience on platforms like TikTok and Instagram and then they are nurturing that group of people to come and be subscribers on YouTube to get longer form content.

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So if you really want to go deeper, if you really want to get like the full thing that you know and all the information that I have to share, come on over here to my channel on YouTube and you can get you know 10 minute longer, even longer videos where I'm really going to take you by the hand and lead you to the promised land.

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Yeah, that is a good.

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So I told you, I pre-recorded my intro based off of our topic, but during that I was talking about discovery mechanisms and how you need to have some sort of nurture experience to get people to purchase.

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But in the example that you're giving, like YouTubers, their purchase would be subscribing to their channel because they're getting ad dollars for it.

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That's right.

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So TikTok might be the discovery mechanism, because it's short form, there's not a lot of commitment.

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Short form, there's not a lot of commitment.

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And then they nurture them through that and pull them over to youtube, where they're getting that the ad dollars for for watchers?

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yeah, exactly, and I think this that model works really well for creators, whose business model is basically developing revenue based on their content creation, like they're content creator entrepreneurs and their whole business is basically around being a media company that produces content.

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For most of us regular business types, that's not our model.

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Like our revenue is coming from what we actually do and what we deliver for our customers and clients.

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So my feeling is that TikTok looks really attractive and by all means, test it.

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Try it out, because there's huge discoverability on a platform like TikTok, because it really does show your material to lots and lots of strangers and, by some accident or good misfortune or you know, however you describe it your content can explode and be seen by tons of people.

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However, those tons of people may not at all be the right people for you.

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Yeah.

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And I really think the focus wants to be how can you, you know, really focus and speak to exactly the right type of person who will?

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Then you know, your, their, your content will resonate with them and they'll start coming in and and seeing your platform and then start consuming and being nurtured by you in whatever format you have in terms of the funnel that you create behind this initial content.

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And to me, I think the platform of choice, rather than TikTok, is LinkedIn, and the reason that I say that is because of the contrast between LinkedIn and all of the other platforms that host video.

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You know, now Instagram and Facebook are becoming video-centric because of TikTok taking the lead, tiktok and YouTube it's only video, and so when you're posting video on those platforms, you're in the crowd of cacophony of all this stuff.

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A lot of it is very mediocre and you're kind of lost in this huge, huge amount of stuff that people have the choice of either seeing or ignoring.

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And, however, on LinkedIn, if you're making video and whatever it is that you provide as a service like, let's say, you do accounting stuff or maybe you help realtors you know, grow their business or whatever lane that you're in, whatever that is for you and you start making good, solid, short form video content about the problems that your customers are facing and the headaches that they have, and showing that you really understand them and also show them your unique way of seeing the world, which is distinctive and different and actually works better for people in terms of how you accomplish the tasks that they would like to accomplish.

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Well, you could be the only one, or one of the very, very few people, who is talking like that in video format on LinkedIn, because it's less than 1% of the users on LinkedIn who are making video on a regular basis, and so this is just a huge opportunity right now for people who are willing to do this kind of content creation.

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Yeah, I see what you're saying.

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It breaks up the feed because we're used to seeing text-based posts and so when a video pops up, it really pops up, because we are not seeing that consistently as we scroll.

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I think that's probably the same reason that those slide decks.

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Why my carousels on LinkedIn are doing so well, that's right Is because it breaks up the feed and you're not seeing them as much.

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Yep, yeah, and I don't necessarily recommend that.

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Video is the only thing that you do on LinkedIn, that you know, varying the kind of content with text-based posts, carousels posts with images.

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You know those are all really good ways to be posting content on the platform, but when you start adding video into the mix, it completely personalizes your branding and so people really want to see, especially with the advent of artificial intelligence.

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I mean, oh my gosh, I mean we're only seeing the very beginning of content that is ai generated and it's already at least partly ai generated, because people are coming up with their hooks and their, you know, basic texts that they edit, you know from using these ai tools, and it is driving us into a less human thing I literally just had this conversation.

00:25:10.207 --> 00:25:18.294
Some rush reached out to me to do like 2024 trends, and pretty much what you're saying right now is exactly what I said.

00:25:18.294 --> 00:25:33.401
People are going to want more live video is what I said, because they're sick of AI and they want more human connection, and that's the only way you can really do that without a robot interfering.

00:25:35.023 --> 00:25:35.684
Right, exactly.

00:25:35.684 --> 00:25:37.388
And again, like these two things work together.

00:25:37.388 --> 00:25:56.500
If you're doing short form video and people are meeting you and they're seeing where you're at, and then you announce a live event that you're hosting, you know they're going to be like, yeah, great, awesome, now I get to talk to you, like I get to ask you questions, I get to come, even though I live, you know, a million miles away.

00:25:56.500 --> 00:25:58.786
I can interact with you directly.

00:25:58.786 --> 00:26:10.665
And, gosh, you know, post pandemic, people are starving for this kind of interaction because clearly we're just not fully recovered yet from all the isolation.

00:26:11.615 --> 00:26:12.961
I really think that's true.

00:26:12.961 --> 00:26:18.406
I was talking about that on LinkedIn the other day that just people are lonely.

00:26:18.406 --> 00:26:33.643
We spent a year completely isolated and we haven't really recovered and figured out how to rebuild those relationships, and during that time, so many people were like I'm not seeing humans.

00:26:33.643 --> 00:26:59.167
Anyway, I'm going to go move video will be able to do that, and then live video takes it one step further, where you're having those actual conversations in real time.

00:27:00.250 --> 00:27:01.290
Yeah, absolutely.

00:27:01.290 --> 00:27:04.000
I really love using live think.

00:27:04.000 --> 00:27:20.621
In my view, it's it's probably one of the best ways to build community and to absolutely learn, like from your audience, so that all the stuff you're doing in terms of content creation is being audience-led.

00:27:20.621 --> 00:27:34.895
Because when you're literally in the room and this is a virtual room but when you're in the room with your people and if you're doing a live event, like if you create, let's say, a monthly experience, you go live once a month and it's always on a particular topic.

00:27:34.895 --> 00:27:41.974
You could even bring other guests in to help lead and you're the moderator of the conversation.

00:27:42.336 --> 00:27:47.625
Or do a panel thing, do like a mini, you know one hour summit with three people, something.

00:27:47.625 --> 00:28:00.857
Anything like that is great, because you're hosting an opportunity for anyone in your circle to come and collaborate in a sense of they want to.

00:28:00.857 --> 00:28:03.425
You know you're talking about something that wants to be talked about.

00:28:03.425 --> 00:28:18.659
You're leading a conversation that people may already be talking about and they want to go deeper, and then if you bring in experts and people who really know about a particular thing, the average person is going.

00:28:18.659 --> 00:28:26.696
This is great, like I get access to this particular individual and I can ask them questions and they're going to respond to me yeah, and this is like.

00:28:26.696 --> 00:28:29.483
You know, does Microsoft do this?

00:28:29.483 --> 00:28:31.087
You know, does Facebook do it?

00:28:31.087 --> 00:28:48.586
Like, big, faceless corporate brands aren't able to be as open and transparent and literally just personable as tiny marketers who pick up the torch and do this kind of thing.

00:28:56.755 --> 00:29:01.171
Yeah, it does build community around it, and your suggestion works twofold, where you're building relationships with influencers within your niche.

00:29:01.171 --> 00:29:05.721
If you're inviting people to join your live streams, so there's that.

00:29:05.721 --> 00:29:10.329
That's a great thing, and you could also create like a referral network with that.

00:29:10.329 --> 00:29:20.511
If you're all in the same, like you cater to the same audience but you're doing different things, well that's a great place to start for referrals.

00:29:22.095 --> 00:29:44.667
Yeah, and another thing that people can think about is the idea like this, this format here you can be doing a video podcast, which, again, is this relatively simple thing to set up, and your podcast this is what I do, my own podcast is set up as a live stream series and it's all almost always an interview setting where I'm inviting someone in.

00:29:44.667 --> 00:29:50.887
We pick a topic and we're talking about how about how to grow your business in a very distinctive way.

00:29:50.887 --> 00:30:23.882
The show is called the Standout Business Show, so the tagline is making a bigger difference by doing business differently, and so the idea is that I'm hosting an event every week and I'm bringing on a guest, or sometimes I bring on two guests every week and I'm bringing on a guest, or sometimes I bring on two guests and I'm both me and the guest invite people to come to the event that we are collaboratively hosting, and so people can come and they can ask questions and we can respond to them, and we're having this conversation around a topic that we've picked together.

00:30:23.882 --> 00:30:34.265
In fact, sometimes I'll be saying, hey, look, I'm talking to this person and I'll ask my audience what should I focus on, like, what topic should we do?

00:30:34.265 --> 00:30:36.645
This person does all this really cool stuff.

00:30:36.645 --> 00:30:38.165
What would you like to learn from them?

00:30:38.165 --> 00:30:43.788
And that can be part of what ends up being the topic for the episode.

00:30:44.448 --> 00:30:51.730
And the other cool thing with this is that when you're doing this kind of thing, you can meet anyone you want.

00:30:51.730 --> 00:30:56.872
Like you know, no cold DM needed on anything.

00:30:56.872 --> 00:31:00.051
You can just reach out to someone and say hey, you know I'm doing this weekly series.

00:31:00.051 --> 00:31:02.133
It's on this subject.

00:31:02.133 --> 00:31:06.074
You're a great person to talk about this particular thing.

00:31:06.074 --> 00:31:14.307
I'd love to have you come and explore this together and we can do this live, so that we can bring other people in, and hardly anyone says no to that.

00:31:14.307 --> 00:31:15.657
They're going to say yes, of course.

00:31:15.657 --> 00:31:27.965
And now you have this long, in-depth conversation with them, which is really about building rapport and a friendship with this new person who you know you've never met until you actually go on live with them.

00:31:29.255 --> 00:31:32.345
That is exactly how I built my business accidentally.

00:31:35.479 --> 00:31:43.099
I started a live stream show and I just asked all of the people I have marketing crushes on if they'd be on my show.

00:31:43.099 --> 00:31:45.626
And they were.

00:31:45.626 --> 00:31:57.262
I built such a great network from them and they ended up referring clients to me and that was completely unexpected.

00:31:57.262 --> 00:32:00.384
It wasn't part of my plan, but I'm glad it happened.

00:32:00.384 --> 00:32:10.292
Moved into a podcast first because, well, the live streams you know, the tech was always wonky.

00:32:10.292 --> 00:32:17.267
All of a sudden my lips are not synced with my audio well, it's getting better.

00:32:17.507 --> 00:32:18.449
I, I agree like.

00:32:18.449 --> 00:32:27.924
Uh, especially like maybe three or four years ago, doing a live stream was always a bit of a risk, because that's when I was doing it all kinds of of stuff happens Nowadays.

00:32:28.006 --> 00:32:29.248
It's pretty solid.

00:32:29.248 --> 00:32:34.923
I'm actually quite surprised at what you can do and like right now we're recording on StreamYard.

00:32:34.923 --> 00:32:40.627
Streamyard actually allows you remotely to record both sides of the conversation.

00:32:40.627 --> 00:33:04.863
So when I do my show, I'm getting a separate recording from each guest that is uploaded and so I'm getting a high definition video file of just the guests all by themselves and then I get the same thing for myself and I can take that and do any number of things with it, which, going back to like short form, most of my content right now is coming from my show.

00:33:05.423 --> 00:33:32.163
Like I just take the you know the half hour conversation and I know like there's golden nuggets that the guest said and there's things that I had to say, and that just makes for a terrific content and I can hand that off to one of the editors that I use and it's turned into pretty good content, like better than pretty good, and it's also a way to really do something like my goal with the show is.

00:33:32.163 --> 00:33:41.111
One of them is I want the guests to come on and have a really great experience, and part of that experience is after the show is over.

00:33:41.111 --> 00:33:53.041
I'm going to continue to showcase the things that they said in this way, so that I'm literally giving them content, posting it and tagging them, and then they can take that stuff and use it however they want.

00:33:54.444 --> 00:33:58.332
Yeah, that's a huge benefit, amplifying their reach.

00:33:58.332 --> 00:34:06.353
What tools would you recommend for small marketing departments that have to like if they have to do this themselves?

00:34:07.299 --> 00:34:08.581
Yeah, well, there's a.

00:34:08.581 --> 00:34:14.945
I mean, first of all, you don't necessarily need to go out and change anything that you don't already have.

00:34:14.945 --> 00:34:20.889
So the simplest way almost everyone has some form of webcam.

00:34:20.889 --> 00:34:27.193
They learned how to do this during the pandemic, when they're doing all the Zoom calls, and they couldn't actually meet with people in person.

00:34:27.193 --> 00:34:40.681
So people have some kind of setup pretty much already in terms of how to be on camera, and that may already be good enough in terms of do you have a webcam that shows you in a fairly clear way?

00:34:41.543 --> 00:34:41.923
Yeah.

00:34:42.485 --> 00:34:45.710
And the other thing to think about is are you well lit?

00:34:45.710 --> 00:34:54.827
And the biggest mistake that a lot of people make when they're on a webcam is they'll sit with the window behind them and so that they're in some way, they're all backlit.

00:34:54.867 --> 00:34:55.509
Yeah, right.

00:34:55.509 --> 00:34:58.969
And so their face is all dark and all you can see is this bright window behind them.

00:34:58.969 --> 00:35:00.251
Don't do that.

00:35:00.251 --> 00:35:10.315
Turn yourself around so that you're facing the window and you'll have all the light you need, and that's probably the simplest thing to do, that you don't need to go buy anything, just like.

00:35:10.315 --> 00:35:15.990
I'm sitting in front of a window right now, and it's perfect, it's great and good.

00:35:15.990 --> 00:35:29.661
And then the third thing that I'll say is a good microphone is worth everything, because it took me so long to realize that getting getting a separate microphone like the microphone I use.

00:35:29.880 --> 00:35:31.621
I think think it costs around $100.

00:35:31.621 --> 00:35:34.724
And it plugs literally right into my computer.

00:35:34.724 --> 00:35:40.367
You know, no extra anything needed, and that's all you have to do is you plug it in and it works.

00:35:40.367 --> 00:35:43.809
And so it's on a little stand here on my table.

00:35:44.230 --> 00:35:46.990
I'm going to pop mine up so you can see, right.

00:35:47.692 --> 00:35:49.112
Right yeah so there you go.

00:35:49.112 --> 00:36:08.920
You're having a shore this one I like this one because it's it just looks kind of cool and this is one made by a company called Samson and anyway, it's really simple, but it makes a huge difference in how you sound.

00:36:08.920 --> 00:36:15.182
You really want to strive for good audio.

00:36:15.182 --> 00:36:28.300
Good like your video could be sort of fuzzy and crummy, but if your audio is bad, no one is going to keep hanging in there with you yeah, there's some early live streams where I listened to the audio and like right this was awful right, yeah, and the other thing.

00:36:28.340 --> 00:36:55.889
I mean people often find themselves in a room that has a lot of echo and so if you're using, you know, your microphone that's embedded in your computer, or if you're using the microphone on your earbuds, that will pick up all the room noise and you'll have a lot of echo and that's not a good sound, whereas a microphone like this, the only noise this microphone gets is the noise coming directly from my mouth and it blocks out everything else in the room.

00:36:55.889 --> 00:37:11.380
So I mean I'm in a building where I can hear the central heating system rumbling in the basement, I'm in a town where the fire truck could go roaring by with the sirens going, and none of that will be heard by this microphone.

00:37:11.760 --> 00:37:13.344
Yeah, I've only ever heard you.

00:37:13.344 --> 00:37:17.181
My dog is digging into his pillow in the corner of my room.

00:37:17.842 --> 00:37:19.284
Right and that won't be served either.

00:37:19.284 --> 00:37:20.746
He could probably bark.

00:37:23.371 --> 00:37:24.534
He just can't get comfortable.

00:37:24.534 --> 00:37:25.483
It's not his fault.

00:37:27.188 --> 00:37:27.791
Right, and that's.

00:37:27.791 --> 00:37:34.322
These are really all the things that you need to be thinking about, like you don't necessarily have to run out and go do anything really radical.

00:37:34.322 --> 00:37:35.443
It helps.

00:37:35.443 --> 00:37:47.713
I am a videographer, I use a really good camera for my setup and I've built my studio in a very intentional way so that I'm looking and sounding as professional as I can.

00:37:47.713 --> 00:37:54.764
But that's my brand and you just have to decide what's your brand wanting to be in terms of how do you want to show up?

00:37:54.764 --> 00:37:56.449
And this is something that you know.

00:37:56.469 --> 00:38:08.447
When I work with a client initially, we spend time literally overhauling their setup, so that I call it grooming your Zoom so that you can.

00:38:08.447 --> 00:38:13.454
You know we all want to look to a certain degree professional.

00:38:13.454 --> 00:38:21.313
At the same time, you also want to look in a way that is your way, like it's showing something about you.

00:38:21.313 --> 00:38:34.639
So I always say well, you know, dress in the way that you would for any kind of business meeting and make sure that we're seeing something that is meaningful to you, you know.

00:38:34.639 --> 00:38:38.148
So like, behind me I've got this French horn.

00:38:39.550 --> 00:38:40.472
Oh, yes, I see it.

00:38:42.041 --> 00:38:47.001
And it's a good conversation starter, you know, and people are going why do you have a French horn back there?

00:38:47.001 --> 00:39:07.900
And I have lots of stories that I can share about the horn and how I got it and what it, what it means to me, you know, and my music making background yeah, I, I guessed about your music making background from your origin story of working with musicians on live streams yeah, well, that was.

00:39:08.021 --> 00:39:10.422
I mean, this is that was a very interesting thing.

00:39:10.422 --> 00:39:14.844
In those days I had a music business that was.

00:39:14.844 --> 00:39:43.853
What I was doing with them was I was licensing their music and their video and then relicensing it to media companies here in North America that wanted to use it in their programming.

00:39:43.853 --> 00:39:50.432
And in the middle of all that, this large company, national Geographic, decided.

00:39:50.800 --> 00:39:51.603
I haven't heard of them.

00:39:51.603 --> 00:39:52.266
Can you explain?

00:39:54.121 --> 00:40:02.907
They thought maybe we should do something with music, like we've never really done anything with world music, maybe that would be a way to attract young people.

00:40:02.907 --> 00:40:23.387
And so the person who was in charge of this digital marketing initiative of theirs reached out to all the different media companies that I was already partnered with who were doing some kind of world music programming in their programs, whether it was radio or television, and every single one of them said oh yeah, we're working with this guy named Brad.

00:40:23.387 --> 00:40:39.034
He has this amazing catalog, and the reason was that I had discovered that, even though many of these artists were super famous and well-known from where they lived, they were unknown here in North America and none of them had any video.

00:40:39.034 --> 00:40:47.501
And so I started well, I have an outlet, like there are companies that want to show this video and they can't find enough of it.

00:40:48.023 --> 00:41:03.786
So I started producing live music video and after about five, six years of doing that, national Geographic called me out of the blue and said well, we have this new little project We'd like to talk to you about, you know working with us.

00:41:03.786 --> 00:41:13.224
That's amazing, really, and so like if I had gone to them knocking on the door, saying hey, you guys, I think I've got this thing for you.

00:41:13.224 --> 00:41:14.144
Would you like to do it?

00:41:14.144 --> 00:41:22.590
Nothing, I would have gotten zero response, but by some happy accident, complete good fortune they called me down.

00:41:22.590 --> 00:41:24.271
We want to buy you out.

00:41:24.271 --> 00:41:38.445
We want all of this, we want to own it, we want all of your catalog and we want you to be in charge of this new music initiative that you're doing.

00:41:38.445 --> 00:41:43.922
So, within no time, I became the music guy from National Geographic, of which there had never been anything like it before.

00:41:43.942 --> 00:41:45.224
That is so cool.

00:41:46.106 --> 00:41:56.510
And it just shoved me into okay, now I have to be really serious about, you know, making like no, I'm not just fooling around anymore, this is the big time.

00:41:58.764 --> 00:42:02.672
Yeah, national Geographic cares now, so I need to care.

00:42:03.480 --> 00:42:03.721
Yeah.

00:42:03.721 --> 00:42:05.405
So I mean, it was a huge adventure.

00:42:05.405 --> 00:42:07.731
It took me to all kinds of cool situations.

00:42:07.731 --> 00:42:18.822
I could go to literally almost anywhere where music was happening and people would invite me into recording studios they would bring and I have a backstage pass to shows, you know, and I would meet artists.

00:42:18.822 --> 00:42:26.266
I'd be able to, you know, interview them, and I learned, like literally the hard way.

00:42:26.266 --> 00:42:47.251
You know how do you do good interviews with people who may not even speak English very well and get the stuff that you're looking for, you know, and make sure that that's going to work and then connect that, connect this person that no one has ever heard of to an audience in North America who would probably fall in love with them if they only knew their music.

00:42:47.251 --> 00:42:50.070
You know how do you put those two things together.

00:42:50.793 --> 00:43:02.356
That sounds amazing so yeah, that was the, the genesis of the kinds of stuff I do now good lord, I would love that.

00:43:03.300 --> 00:43:05.585
I am obsessive about music.

00:43:05.585 --> 00:43:15.369
I am one of those annoying people that I discover bands early and then, when everyone else catches on, I'm irritated.

00:43:15.880 --> 00:43:17.164
I'm like they belong to me.

00:43:17.164 --> 00:43:20.804
Right, I know that feeling.

00:43:20.804 --> 00:43:21.827
That's right.

00:43:21.827 --> 00:43:23.686
I knew these guys before they knew it.

00:43:23.686 --> 00:43:24.307
You know anybody.

00:43:24.347 --> 00:43:28.824
Yeah, I do like them, I like them and I liked them way longer.

00:43:29.666 --> 00:43:30.489
Right, right.

00:43:31.280 --> 00:43:34.023
Oh my gosh, my husband makes fun of me a lot about that.

00:43:34.023 --> 00:43:38.452
I'm like I discovered it sounds like 10 years before everyone else.

00:43:39.639 --> 00:44:06.871
Yeah Well, I think there's actually a lot of lessons for the average entrepreneur to learn from the music industry about how can an entrepreneur who happens to be a musician develop a fan base that's loyal, that will literally come and buy everything that you put out and will travel around with you and, you know, see you when you're in Pittsburgh and then also show up in Cincinnati, kind of thing.

00:44:06.871 --> 00:44:09.204
You know, which fans do you know?

00:44:09.204 --> 00:44:12.271
You look at the people who are like taylor swift.

00:44:13.132 --> 00:44:24.260
they're completely loyal she's a brilliant business person yeah, I am so impressed with how she's built her brand.

00:44:24.260 --> 00:44:34.375
Yeah, yeah, I am also one of those people that I plan my vacations based off of concerts that I want to go to Right.

00:44:34.375 --> 00:44:38.266
It's like Noah Kahn's going to be in Colorado this summer.

00:44:38.266 --> 00:44:40.291
I think we should be in Colorado this summer.

00:44:40.291 --> 00:44:42.487
I just want to see a show at the Red Rocks.

00:44:43.380 --> 00:44:49.313
Right, right, exactly, yeah, right, and this is a mindset that people have.

00:44:49.313 --> 00:44:50.942
And this is a mindset that people have.

00:44:50.942 --> 00:45:07.572
So if your business can create an experience that's anything akin to what an artist can do in a live music concert like, obviously you're not going to get people up on their feet and dancing and all that kind of stuff, that's not going to happen.

00:45:07.572 --> 00:45:11.971
But there's all kinds of other stuff that goes with concert events.

00:45:11.971 --> 00:45:22.130
That's part and parcel to the experience, and businesses can take a lot of lessons from that and apply them to the own kind of marketing campaigns that they're doing.

00:45:22.130 --> 00:45:35.742
So that and this applies we're talking about live video, like if you're doing a live event, that's virtual, there's all kinds of things that you can bring into that experience that mimic the experience of the live concert.

00:45:35.742 --> 00:45:52.052
And the biggest one that I'm going to point out is just that people who go to a live concert because they love the artist want to be there, not as much as about the artist, it's about being with the like-minded people who are the tribe that follows that artist.

00:45:52.800 --> 00:46:01.974
Because you know, bands that are big have something going where it means something to be a fan of theirs.

00:46:01.974 --> 00:46:10.414
It's a choice, like you now have an identity that I am a Taylor Swift fan or you know whatever person you want to mention.

00:46:10.414 --> 00:46:15.684
I'm this person's fan, I'm part of this crowd and that is part of your identity.

00:46:15.684 --> 00:46:38.974
And so when your business can create meaning behind being someone who is part of your brand and part of the thing that you're doing and part of the mission that you're on, and you've got a bunch of people like look at, say, harley Davidson sort of extreme example, people who ride Harleys.

00:46:38.974 --> 00:46:48.485
They are a complete breed of themselves and they know it and they hang out with each other and they tattoo Harley Davidson on their chest.

00:46:48.985 --> 00:46:52.050
When is someone going to tattoo tiny marketing on their chest.

00:46:52.210 --> 00:46:52.891
I'm waiting.

00:46:52.891 --> 00:46:55.956
Right, exactly yeah Same thing.

00:46:55.956 --> 00:46:59.266
Put awesome video makers on your elbow.

00:47:01.048 --> 00:47:03.793
Yeah, yeah.

00:47:03.793 --> 00:47:06.007
Well, hubspot is a great example of that too.

00:47:06.007 --> 00:47:26.789
They have built a community with I think they're called hugs, around the country with local user groups, and it's such a brilliant way to make your brand the center of a community, and they've just killed it.

00:47:26.789 --> 00:47:28.425
I'd love to emulate that.

00:47:29.367 --> 00:47:30.753
Yeah, I'd love to emulate that.

00:47:30.753 --> 00:48:04.318
Yeah, and I think the whole idea of doing meetups you know again similar whole political campaigns, completely grassroots have completely come out of nowhere, simply because the people who were loyal to a particular candidate organized themselves and started hosting meetups around the message and the mission and the campaign that was being run, and often the candidate and the people around the campaign, the leaders didn't even need to do much of anything.

00:48:04.318 --> 00:48:33.474
And so if you can instill that kind of activity amongst your users now you're looking at user-generated content creation that you know they're doing stuff and there's reciprocal stuff that can come back to you in terms of what's going on with them, whether it's they're just simply taking selfies at an event that they're doing, or they make impromptu videos there, or even just simply the event itself being turned into a live stream.

00:48:33.474 --> 00:48:42.884
All of that kind of thing is possible if you can, you know, create something around like let's do this, let's do this together.

00:48:43.304 --> 00:48:49.121
I was just going to say you can construct this to happen, like, let's say, you're doing a virtual workshop.

00:48:49.121 --> 00:48:58.405
You can say, okay, okay, let's take a selfie with the background as the workshop and post it on Instagram.

00:48:58.465 --> 00:49:20.978
Let's tag each other you can make it happen and start to build that out Again, from the tiny marketing perspective, you can really amplify what you're doing because users are the ones who are sort of taking the reins and they're generating content for you.

00:49:21.860 --> 00:49:26.742
Yeah, my video has frozen, has yours.

00:49:26.742 --> 00:49:32.777
I can see myself and I can see you frozen, you can see me frozen, but I can certainly myself, and I can see you frozen.

00:49:32.797 --> 00:49:33.400
You can see me frozen.

00:49:35.242 --> 00:49:37.047
But I can certainly hear you Hopefully it'll come back in just a minute.

00:49:37.047 --> 00:49:38.090
Yeah, hopefully.

00:49:38.090 --> 00:49:47.952
Well, just in case we should wrap it up anyway, Can you tell the audience how they can work with you and find you online?

00:49:49.074 --> 00:50:14.661
Yeah, sure, well, probably the best way to connect with me is to check out my podcast, the Standout Business Show, and the best way to do that is to go to standoutbusinessshow and there you can actually subscribe to the show, which means that not only will you get notified when the new episodes come out, but you'll get all the extra stuff that I put into the people who subscribe.

00:50:14.661 --> 00:50:21.253
And, bonus, I will give you my endless video ideas worksheet.

00:50:21.253 --> 00:50:43.744
So if you're inspired to jump in and say, okay, I'm going to try my hand at making video, I will give you a set of prompts, some of my favorite prompts that I would give you if I was interviewing you, and you can take this and you can literally forever create brilliant content based on stuff you already know about.

00:50:44.427 --> 00:50:45.190
I love that.

00:50:45.190 --> 00:50:47.346
Oh, we're back.

00:50:47.346 --> 00:50:50.264
My computer went completely gray.

00:50:50.264 --> 00:50:51.346
It's so wacko, oh well, it happens.

00:50:51.346 --> 00:50:52.128
Yeah, I could hear you the whole time.

00:50:52.128 --> 00:50:52.389
We're back.

00:50:52.389 --> 00:50:53.150
My computer went completely gray.

00:50:53.150 --> 00:50:54.291
It's so wacko, oh well, it happens.

00:50:54.291 --> 00:50:59.184
Yeah, I could hear you the whole time, so that's what matters.

00:50:59.184 --> 00:51:00.509
Okay, I love that.

00:51:00.509 --> 00:51:01.090
Let me see.

00:51:03.442 --> 00:51:04.063
Did you send that to me?

00:51:04.063 --> 00:51:11.324
Yeah, so it's standoutbusinessshow and I can put that in the chat.

00:51:11.344 --> 00:51:12.789
Oh, I have 40videoideascom.

00:51:12.789 --> 00:51:14.646
Is that the resource you were telling me about?

00:51:15.369 --> 00:51:15.670
It is.

00:51:16.280 --> 00:51:17.365
Okay, I do have that.

00:51:17.365 --> 00:51:27.369
Yes, chat me the other link and I'll put it in my notes and thank you so much for coming.

00:51:28.400 --> 00:51:29.525
Yeah, this is great.

00:51:29.525 --> 00:51:31.507
Thank you for being such a great host.

00:51:31.507 --> 00:51:32.505
It's a terrific conversation.

00:51:32.505 --> 00:51:33.389
Good, good, good Did you for being such a great host.

00:51:33.315 --> 00:51:33.766
Terrific conversation.

00:51:33.766 --> 00:51:34.132
Good, good, good.

00:51:34.132 --> 00:51:36.034
Did you say where you hang out online?

00:51:36.034 --> 00:51:36.914
You're on LinkedIn.

00:51:37.876 --> 00:51:40.902
I'm mostly on LinkedIn and you can find me just search for Brad Powell.

00:51:40.902 --> 00:51:42.943
I've got, I got your link.

00:51:42.943 --> 00:51:43.885
Okay, resumed.

00:51:55.420 --> 00:52:02.168
And I'm going to be on the Standout Business Show next month, so let's talk a little bit about that.

00:52:02.168 --> 00:52:04.228
It's going to be live streamed where.

00:52:05.742 --> 00:52:12.822
It's going to be live on LinkedIn, so just look for either one of us actually, because I'm going to share the link with you ahead.

00:52:12.822 --> 00:52:18.661
It'll be scheduled in advance of the 11th that week and then we'll go live together.

00:52:18.661 --> 00:52:25.623
You can join us carry on the conversation about how to be the most brilliant tiny marketer on the planet.

00:52:26.605 --> 00:52:27.907
So join us live.

00:52:27.907 --> 00:52:30.190
It'll be January 11th at 10 am.

00:52:30.190 --> 00:52:37.469
We just paused and double checked to make sure on LinkedIn and you can look up Brad Powell on LinkedIn.

00:52:37.469 --> 00:52:45.423

Ep. 90: Make your Brand More Bingeable than Bridgerton

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