the video roadmap workshop - chicago, il event on 12/19/13
DESCRIPTION
TRANSCRIPT
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WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
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WRITE BIG LIKE THIS
Stick
y Sid
e Dow
n
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My brother can do really cool “wheelies” on his motorcycle!
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My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more
money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since
! Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold
the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
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My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
!
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My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
!
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Let’s Get Uncomfortable: Find An Emotional Connection
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ACHIEVING COMMON GROUND
Emotional Connection =
Opening the door to TRUST & BELIEVABILITY!
Achieving Common Ground =
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Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =
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What is an Emotional Connection?
Heart Data Distribution Personal
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SIMON SINEK: Start With Why
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Gut Feeling
Facts & Data
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01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
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01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
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WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
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PLAN PRODUCE
PRESENT PERSUADE
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PLAN PRODUCE
PRESENT PERSUADE
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where are they? !
!
!
!
!
!
!
!
Identify them by the stage of your sales cycle...
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
FOUND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE!
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
FRAN: Why Story
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WHY DO YOU DO WHAT YOU DO?
PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
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Why do you do what you do?
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On a scale of 1-10, how important is it for new prospects to want to learn more?
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
DAN: About Us Story
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WHAT NEEDS TO BE SUPER CLEAR?
PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
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What about you needs to be completely
understood?
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On a scale of 1-10, how important is it for new prospects to completely get what you do?
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
CLAIRE: Client Story
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WHAT DO YOU DO BEST?
PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
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What do you do best?
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On a scale of 1-10, how important is it that prospects believe you?
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
BOB: Best Practices Story
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WHAT NEW THING ARE YOU EXCITED ABOUT?
PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
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What’s new or coming up?
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On a scale of 1-10, how important is it that your clients keep learning how to use you?
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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Without Story = $1.49 / With Story = $197.50
Where’s the ROI?
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What is the ROI of your Mother?
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BOLT ON : AUDIENCE : ROI : DELIVERY : COSTPLAN
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CAN YOU DESCRIBE YOUR EMOTIONAL CONNECTION?
BOLT ON : AUDIENCE : ROI : DELIVERY : COSTPLAN
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
No recipe for the One Hit Wonder...
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PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
How many views?
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
CONGRATULATIONS! You now know there are over 78 million people dumber than you...
78,237,263
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
How much you got? Please provide a budget...
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PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
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PRODUCEPLAN
PRESENT PERSUADE
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
We actually CAN handle the truth...
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AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE
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PRODUCEPLAN
PRESENT PERSUADE
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PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
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PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
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DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Where next? What’s next?
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DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
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PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
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DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
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PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
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DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Who is your partner?
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DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
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DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
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PRODUCEPLAN
PRESENT PERSUADE
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PERSUADEEXCUSE ONGOING NOT ABOUT YOU
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PERSUADEEXCUSE ONGOING NOT ABOUT YOU
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EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt!
!{SALES VIDEOS
!{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
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EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt!
!{SALES VIDEOS
!{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
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EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
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EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
!{THE ADS
!{THE ARTICLES
FOUND
INTRODUCE
TOUCH
DIGEST
TELL
CONFIRM
PROVE
Meet Fran
Meet Trigger
Meet Dan Meet Claire
CURIOUS≈I LIKE IT
?AWARE
DON’T CARE
!
Audience
Shift
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PERSUADEEXCUSE ONGOING NOT ABOUT YOU
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✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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PERSUADEEXCUSE ONGOING NOT ABOUT YOU
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EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
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Duration?
What industry do you serve?
Frequency?
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On a scale of 1-10, how important is it for you to find and keep a relevant audience?
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FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
AUDIENCE ALLOCATION
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
SALES STAGE
PERSONALITY
EXCUSE TO
INTERRUPT
Audience
Shift
YOURSTORY
Behavior
Change !
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FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
{
STORYBOOK
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