Writing your marketing videos can feel daunting…
Like what do you plan and say to share the right message that inspires and invites your audience to take action?
Let alone, just feeling confidence and genuine on camera.
Let’s take a look at how to plan and write marketing messages that make for successful marketing videos.
So that way you can be confident the next time you hit record! Download the Video Scripting Guidebook here.
Most people and brands struggle to get the visibility and attention they need to stand out and grow their business. Often, this makes them feel overwhelmed as they try to do all the things to grow a business that matters while serving their audience with great products and a powerful message.
It's difficult to be successful with video without a clear plan and knowledge about how video, marketing, and messaging actually works to attract and genuinely sell an audience of buyers.
Josh Crandall, Dallin Nead, and other guest experts explore many actionable tips, strategies, and behind-the-scenes secrets from their most successful video marketing campaigns inside the Video Supply™ Agency — all to help you grow a brand that people love using the power of video.
Topics include creativity, messaging, scripting, marketing, gear, film production, editing, and many more stories and strategies in between!
At Video Supply, we teach you everything you need to know to grow your business with video — VideoSupply.com
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hello hello everyone
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and welcome back let's talk about how to
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script successful marketing videos
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so in today's message i want to help you
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feel
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confident that when you go to hit record
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on your next video
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that you're doing it right and that you
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can plan script
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put together an outline and then
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confidently
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know what you're going to say in your
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marketing messages
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so first off you let me know if this
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sounds like you um do you ever feel
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like the task of going to script your
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videos
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uh is kind of overwhelming and daunting
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maybe
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um maybe when you go to hit record
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you feel like you're not really genuine
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or you're not saying the right things
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that actually
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invite your audience to be inspired
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and then to invite them to take action
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or maybe you found that past videos
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you've created just a fallen flat
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uh whether it was a video that you just
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put out on social media
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publish it to get it out there or one
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that you actually put paid advertising
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behind
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if you find like this sounds like you
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then
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what i'm going to share with you will
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help you really effectively
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plan your marketing messages and then
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go to script them and scripting can look
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like a word-for-word script like you're
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reading off a
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teleprompter or it could even look like
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an outline
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to know exactly what is my beginning
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middle
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and end for how to connect and then
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invite
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my audience and one thing what
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definitely look at too
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are some helpful kind of tips to keep in
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mind uh to
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help remove all of that overwhelming and
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sometimes
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the the waste of time that you put into
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writing scripts that may
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never even be recorded or see the light
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of day
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because it's one thing to have an idea
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and a concept for
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a marketing video it's a whole nother
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thing to plan
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script it out even storyboard it meaning
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you're putting you're planning out your
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visuals of what's going to happen
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and then go to film it and then edit it
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and then publish it
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i guarantee um every single
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entrepreneur or business out there has
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at least
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one if not many more videos that were
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even recorded got to the point of being
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recorded but never actually got
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published no one actually
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saw that video even if the concept and
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the message
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was powerful and would have done great
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to help them grow their business
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so my my goal with this is to definitely
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give you that confidence that your
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script is right but also that you can
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carry it all the way through getting it
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published and out there
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okay so consider this
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when it comes to marketing videos um
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it's just that it's
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marketing first and then video second so
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when you go to plan out your marketing
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messages
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you need to consider the entire customer
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experience
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for new marketers out there obviously
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you can call it a sales funnel
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and so what that looks like is
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considering what is
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each essential step my audience takes
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from
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learning about me for the first time so
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being a cold audience member
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not knowing anything about me learning
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about me right to then
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learning a little bit more to maybe
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becoming a new lead
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in your business to then eventually
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showing that they trust you when they
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pay you
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and what i'm speaking to are three
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phases of marketing there's the traffic
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phase there's the lead phase and then
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there's the sales phase
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it's all about generating that attention
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in the traffic phase this is where a lot
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of your content
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and your messages your videos exist so
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you generate the traffic get that
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attention
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send them to your website or your sales
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page or a place that you're offering a
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free resource
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or a you know even a paid resource and
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they become a new lead
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and then the third phase is when they
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become a new cell and they get access
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to different types of content along each
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step of this journey
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so when you can understand where your
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audience is
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in this journey in learning about you
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and even working with you
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then you can understand what type of
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message you need to deliver
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because when it comes to marketing
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messages marketing videos
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the script that you're going to put
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together is going to vary differently
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the
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invite the call to action is going to be
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different because
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you're gonna do less selling when
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they already know love and trust you
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and they're paying you as a customer
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you've already sold them so you don't
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need to invite them
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uh necessarily to go and buy a product
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unless they are upgrading or taking you
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up on
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an upsell you know another product or
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service opportunity
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so in understanding where your audience
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fits in their journey
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then you can know what type
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of what types of things to say in your
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scripts and you let alone before you
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even script you can plan out certain
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marketing videos marketing messages okay
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so
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let's pause here for a second and kind
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of consider well
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this is great you know i can consider
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this but what if i have multiple
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products
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or services you know what
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your products or services all fit
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underneath the same
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business unless you have multiple
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businesses then consider that but
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they fit all within the same business
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then the messages for what product or
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service your audience needs to start
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with
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to be successful and then maybe you can
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progress them to the next product or
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service you offer
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if you offer multiple ones uh but
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plan those out understand that those
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messages can exist as
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ads on social media or youtube videos
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right for marketing videos or they can
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exist as video sells messages
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on your sales pages or
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maybe it's a brand hero video a brand
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story video
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that exists on the homepage on your
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website to then
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after they buy your product or service
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maybe it's training videos maybe it's
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product demonstration videos if you're a
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course creator right it's your course
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content
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so considering what those messages are
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is first important then you can plan out
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okay
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what does my audience need to know and
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feel and then do as a result of watching
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this message
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and so the most powerful and usually the
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most marketing focused messages exist
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in the first phase of marketing which is
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traffic
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this is where you're capturing their
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attention
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and obviously you want to send them to
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your website or your sales page
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okay so in this in scripting your
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messages
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um you want to again consider remember
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these three things what do i want them
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to
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to to know by the end of this message
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what do i want them to feel
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what the what do i want them to do so
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you can even say like for example you
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heard me say at the beginning of this
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message that
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i want you to know and feel confident
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that you're doing videos right
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videos that actually will help you help
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that will work to grow your business
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um so there's an element of filling like
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feeling confident that your marketing
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messages and your scripts are going to
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work
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and then knowing that you think can then
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go and uh
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and get them recorded and published and
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out to the world
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and then do is
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the invite at the end i'll even give you
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an invite now by the way because i'm
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going to reference it
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it's called the video supply scripts
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document it's a free guide you go to
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videosupply.com
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resources to get access to that and it
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walks you through
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my video scripting framework
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and and so that's a helpful resource to
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know how to go and script those
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those ad videos maybe it's a video sales
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message on a sales page
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whatever it may be for the journey of
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your customer
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excuse me so go and download that
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that will help be a helpful resource um
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and then
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once you do that and when you go to
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script your videos
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consider some of these details one is
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don't over complicate um your message
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sometimes people like to give 20 call to
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actions
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and be super pitchy
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delivering all these sales pitches and
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their marketing messages
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um and let's say you give 20 call to
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actions but they're all the same call to
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action
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that can be relevant that can be a
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really long video because you're gonna
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have to insert other messages
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throughout but don't over complicate
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your marketing video
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uh if you do so you're gonna overwhelm
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so if you over complicate it you're
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gonna overwhelm
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your audience and they probably won't
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take action
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um anytime soon because you got to keep
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the message
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simple give him that no feel
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and do type mentality and knowledge by
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the end
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another aspect too is using a hook
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you find that at the beginning of this
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video i i did just a very simple hook
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saying this is what we're going to cover
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in this video and so what you'll do
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as an a viewer or audience member
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watching the marketing video
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um you know calling this marketing video
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is identify hey is this for me or is it
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not for me
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if it's not for you you're gonna go
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scroll through and watch something else
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and that's okay but the people who feel
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like it's relevant to them
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right now will end up watching it all
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the way through
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or at least for the messages that are
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good enough to get them to then act and
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go to the next step in their journey
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so use a solid hook and then make sure
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that you deliver
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your core message as early as possible
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so you may ask what does this look like
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your
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core message you know the marketing
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message you want to deliver
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is it needs to be defined before you
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even go and script a video
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because a lot of me a lot of people may
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feel and maybe this is you included
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that you don't know what to say because
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you don't know how to talk about what
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you do in your business
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sometimes you may feel like you may know
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how to talk about what you do
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but maybe it's not working that's
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because you're not doing it in the most
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powerful way
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and in order to do that in order to get
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people to really resonate with what
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you're saying
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you need to craft a more
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powerful and clear brand message uh we
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have
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a framework called story supply that we
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help people do that with because
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that messaging piece is essential for
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you to actually do marketing right if
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you have
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uh an unclear or a poor
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messaging um a poor message
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inside of your marketing then your
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marketing won't work and then of course
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your videos will work because then
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you know this is part of the framework
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actually of content supply
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is a focus on messaging marketing then
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medium so the type of content you use
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and they all come you know one after
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another you have to first
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focus on your message then your
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marketing then your medium
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so make sure that you understand and
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have message clarity
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as one of the first steps because when
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you can do that then when you're
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scripting your marketing video
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you can feel confident that okay great i
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can hook them this way
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this is the type of person i'm speaking
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to here are their problems
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here's what they want here's their
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payoff here's the results that they want
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and then here's the plan i can present
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to them
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maybe here are some objections i can
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overcome all of these pieces that are
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common to
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messaging common to developing a more
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effective marketing plan fits inside
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of your marketing video script so
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consider that and then you also want to
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this is a big one you want to speak
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to your audience in a way that they can
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identify
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with the message so oftentimes you can
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do this early on in the hook or shortly
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after the hook
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to your marketing video where you can
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literally call out their identity
361
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hey entrepreneurs hey course creators
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hey
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thought leaders hey nonprofit business
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owners
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uh hey visionaries whatever the identity
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may be
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to your audience that you're speaking to
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call them out so that way they can
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self-identify
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and then be like okay i'll keep watching
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because this is definitely for me or
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i know of someone who this video is for
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so definitely speak to them and use
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words like
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you you've got to do this notice that i
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just did it there
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you got to do this use you and less of i
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uh and the more you use you
379
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the better that you will be set up to
380
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succeed
381
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with your marketing video messages and
382
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then you also want to make sure you have
383
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a conversation so
384
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i would say having conversation comes in
385
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multiple forms one
386
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is making sure that when you script a
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video
388
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that it sounds conversational that
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you're not using language say that would
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be
391
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you wouldn't use in a conversation
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having with a friend
393
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you also want to use simple language
394
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let's say people who are not familiar
395
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with
396
00:13:52,240 --> 00:13:57,279
your industry as much or the industry
397
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language like you know if you're
398
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speaking all this marketing language
399
00:13:59,600 --> 00:14:04,079
then you want to try to simplify it as
400
00:14:02,160 --> 00:14:05,839
much as possible
401
00:14:04,079 --> 00:14:07,920
and then also it also comes down to your
402
00:14:05,839 --> 00:14:11,519
delivery you also don't want to be
403
00:14:07,920 --> 00:14:15,360
too monotone even if you may have
404
00:14:11,519 --> 00:14:17,120
no no you know even if you don't have um
405
00:14:15,360 --> 00:14:18,560
even if you have conversations that can
406
00:14:17,120 --> 00:14:21,680
often be monotone
407
00:14:18,560 --> 00:14:24,079
you want to definitely
408
00:14:21,680 --> 00:14:25,279
deliver your message with more of a
409
00:14:24,079 --> 00:14:28,240
powerful voice
410
00:14:25,279 --> 00:14:29,199
but don't do so in a way that is
411
00:14:28,240 --> 00:14:31,680
inauthentic
412
00:14:29,199 --> 00:14:33,440
and overdone and i i've definitely found
413
00:14:31,680 --> 00:14:35,519
to speak to an eye moment
414
00:14:33,440 --> 00:14:37,120
you know personal experience there's
415
00:14:35,519 --> 00:14:38,320
been times and this is definitely coming
416
00:14:37,120 --> 00:14:40,560
down to
417
00:14:38,320 --> 00:14:43,040
how you develop your own brand voice and
418
00:14:40,560 --> 00:14:45,680
your ability to be confident on camera
419
00:14:43,040 --> 00:14:47,120
is through trial and error there's been
420
00:14:45,680 --> 00:14:50,240
many videos
421
00:14:47,120 --> 00:14:53,360
uh that i have recorded
422
00:14:50,240 --> 00:14:56,959
many published some maybe not published
423
00:14:53,360 --> 00:14:59,760
that were kind of inauthentic to
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00:14:56,959 --> 00:15:00,560
who i was i had friends or colleagues
425
00:14:59,760 --> 00:15:02,800
saying
426
00:15:00,560 --> 00:15:03,839
oh i love that video but you know it
427
00:15:02,800 --> 00:15:08,079
didn't seem like
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00:15:03,839 --> 00:15:10,720
the true down it's because i was
429
00:15:08,079 --> 00:15:11,360
not trying to be someone i'm not but i
430
00:15:10,720 --> 00:15:13,440
was
431
00:15:11,360 --> 00:15:15,199
delivering with far too much energy and
432
00:15:13,440 --> 00:15:18,320
making it less conversational
433
00:15:15,199 --> 00:15:19,839
so focus on having a conversation with
434
00:15:18,320 --> 00:15:21,519
those you're talking to even
435
00:15:19,839 --> 00:15:24,000
if you're just looking at a camera or
436
00:15:21,519 --> 00:15:27,839
your computer as you're doing it
437
00:15:24,000 --> 00:15:31,440
another piece is you want to make it
438
00:15:27,839 --> 00:15:32,480
concise so for your marketing video make
439
00:15:31,440 --> 00:15:34,320
it concise
440
00:15:32,480 --> 00:15:35,600
this video is going to end up being or
441
00:15:34,320 --> 00:15:37,199
you know if you're listening to this as
442
00:15:35,600 --> 00:15:37,920
a podcast for example this is going to
443
00:15:37,199 --> 00:15:40,560
be
444
00:15:37,920 --> 00:15:41,440
longer form not as concise but if you
445
00:15:40,560 --> 00:15:44,560
under if you
446
00:15:41,440 --> 00:15:47,120
look at it as this the messages
447
00:15:44,560 --> 00:15:49,040
within it can be concise meaning i can
448
00:15:47,120 --> 00:15:50,320
repurpose these messages and turn them
449
00:15:49,040 --> 00:15:53,120
into ads
450
00:15:50,320 --> 00:15:54,399
um the central message though needs to
451
00:15:53,120 --> 00:15:57,680
be concise
452
00:15:54,399 --> 00:16:00,639
and simple and to the point and not
453
00:15:57,680 --> 00:16:01,040
beating around the bush and so this is
454
00:16:00,639 --> 00:16:04,399
more
455
00:16:01,040 --> 00:16:08,000
of an education related message
456
00:16:04,399 --> 00:16:10,639
versus say a strictly ad
457
00:16:08,000 --> 00:16:11,680
you know marketing message and so that
458
00:16:10,639 --> 00:16:13,199
can
459
00:16:11,680 --> 00:16:14,959
provide the opportunity to make more
460
00:16:13,199 --> 00:16:17,120
long form and that's what you see often
461
00:16:14,959 --> 00:16:20,320
with youtube videos but even youtube
462
00:16:17,120 --> 00:16:22,160
for example is testing different
463
00:16:20,320 --> 00:16:24,000
shorter form videos although they've
464
00:16:22,160 --> 00:16:25,120
historically have favored longer form
465
00:16:24,000 --> 00:16:26,959
content
466
00:16:25,120 --> 00:16:28,959
so consider that in keeping your message
467
00:16:26,959 --> 00:16:31,360
concise and concise
468
00:16:28,959 --> 00:16:33,680
and then you also want to practice your
469
00:16:31,360 --> 00:16:36,959
script before you even go to record it
470
00:16:33,680 --> 00:16:38,320
uh and this comes uh this helps out with
471
00:16:36,959 --> 00:16:40,800
the conversationalists
472
00:16:38,320 --> 00:16:42,880
uh making it sound like a conversation
473
00:16:40,800 --> 00:16:44,079
um where you do what we call a table
474
00:16:42,880 --> 00:16:45,600
read
475
00:16:44,079 --> 00:16:47,920
actors do this all the time before they
476
00:16:45,600 --> 00:16:49,440
go and record their shows or movies
477
00:16:47,920 --> 00:16:51,519
is they do a table read they read
478
00:16:49,440 --> 00:16:54,320
through and practice
479
00:16:51,519 --> 00:16:55,199
their delivery uh and as you do this for
480
00:16:54,320 --> 00:16:58,079
yourself
481
00:16:55,199 --> 00:16:59,440
and making sure that there's no typos it
482
00:16:58,079 --> 00:17:01,040
sounds natural
483
00:16:59,440 --> 00:17:03,040
then you can go and fix and do a new
484
00:17:01,040 --> 00:17:04,720
draft of your script
485
00:17:03,040 --> 00:17:06,240
if it needs that kind of overhaul so
486
00:17:04,720 --> 00:17:08,559
that's a definitely central face before
487
00:17:06,240 --> 00:17:11,439
you go and hit record
488
00:17:08,559 --> 00:17:11,919
there are times that you find you may do
489
00:17:11,439 --> 00:17:14,160
the first
490
00:17:11,919 --> 00:17:15,120
draft of a script and never read it
491
00:17:14,160 --> 00:17:17,919
until you
492
00:17:15,120 --> 00:17:18,799
go to hit record that can kind of set
493
00:17:17,919 --> 00:17:21,520
you up for
494
00:17:18,799 --> 00:17:23,760
a tricky place to be in because then
495
00:17:21,520 --> 00:17:25,360
you'll you may have to do more takes
496
00:17:23,760 --> 00:17:27,839
you may fumble you may look
497
00:17:25,360 --> 00:17:30,320
unprofessional you may be like ooh
498
00:17:27,839 --> 00:17:31,360
there's another blooper bloopers and
499
00:17:30,320 --> 00:17:33,600
retakes are
500
00:17:31,360 --> 00:17:34,720
normal but why not give yourself the
501
00:17:33,600 --> 00:17:36,320
confidence that you know what you're
502
00:17:34,720 --> 00:17:37,520
going to say in your videos by reading
503
00:17:36,320 --> 00:17:40,080
them
504
00:17:37,520 --> 00:17:42,960
days beforehand if not weeks beforehand
505
00:17:40,080 --> 00:17:45,120
and prepping to film because oftentimes
506
00:17:42,960 --> 00:17:46,480
one thing that we recommend is batch
507
00:17:45,120 --> 00:17:49,760
content creation
508
00:17:46,480 --> 00:17:52,080
script a series of marketing videos
509
00:17:49,760 --> 00:17:53,200
weeks before you end up actually
510
00:17:52,080 --> 00:17:55,679
recording them
511
00:17:53,200 --> 00:17:57,280
and then record them all at once in a
512
00:17:55,679 --> 00:17:58,320
multiple hours
513
00:17:57,280 --> 00:18:00,160
and then that way you can get them
514
00:17:58,320 --> 00:18:00,880
recorded for months to come whether it's
515
00:18:00,160 --> 00:18:04,400
a series of
516
00:18:00,880 --> 00:18:07,200
new ads you're doing new youtube videos
517
00:18:04,400 --> 00:18:07,760
whatever it may be for your customers
518
00:18:07,200 --> 00:18:11,440
okay
519
00:18:07,760 --> 00:18:15,039
so those are some strategies to consider
520
00:18:11,440 --> 00:18:17,120
um when it comes down to scripting
521
00:18:15,039 --> 00:18:18,960
more effective marketing videos and
522
00:18:17,120 --> 00:18:21,039
giving you that confidence
523
00:18:18,960 --> 00:18:22,799
and one thing that i definitely
524
00:18:21,039 --> 00:18:24,080
recommend in doing so as well as you go
525
00:18:22,799 --> 00:18:26,720
to plan it out
526
00:18:24,080 --> 00:18:28,080
is again focus on message clarity first
527
00:18:26,720 --> 00:18:30,480
knowing how to talk
528
00:18:28,080 --> 00:18:32,960
about your customers and then to your
529
00:18:30,480 --> 00:18:35,919
customers in a way that gets them to
530
00:18:32,960 --> 00:18:37,360
know why they need to watch or receive
531
00:18:35,919 --> 00:18:39,919
your message
532
00:18:37,360 --> 00:18:40,640
feel your marketing fill your message
533
00:18:39,919 --> 00:18:42,240
and then
534
00:18:40,640 --> 00:18:44,160
know what they're supposed to do so the
535
00:18:42,240 --> 00:18:46,000
know the feel and the do
536
00:18:44,160 --> 00:18:47,600
and in doing so you can connect with
537
00:18:46,000 --> 00:18:51,200
them and then you can
538
00:18:47,600 --> 00:18:53,679
inspire them to take action and
539
00:18:51,200 --> 00:18:54,240
again there is a resource to help you
540
00:18:53,679 --> 00:18:56,559
with this
541
00:18:54,240 --> 00:18:58,160
uh you go to com slash resources called
542
00:18:56,559 --> 00:19:01,120
video spy scripts
543
00:18:58,160 --> 00:19:01,840
it's a free video scripting guide book
544
00:19:01,120 --> 00:19:04,160
that helps you
545
00:19:01,840 --> 00:19:05,200
get started to plan script and outline
546
00:19:04,160 --> 00:19:08,320
your marketing
547
00:19:05,200 --> 00:19:11,120
messages alright so go off
548
00:19:08,320 --> 00:19:12,480
get your videos scripted get them
549
00:19:11,120 --> 00:19:15,919
recorded and get them
550
00:19:12,480 --> 00:19:19,280
published don't allow the
551
00:19:15,919 --> 00:19:22,960
perfection of the perfectly edited video
552
00:19:19,280 --> 00:19:25,120
or the perfectly crafted and scripted
553
00:19:22,960 --> 00:19:27,200
marketing message to keep you from
554
00:19:25,120 --> 00:19:28,480
simply just publishing and testing these
555
00:19:27,200 --> 00:19:30,960
messages
556
00:19:28,480 --> 00:19:31,679
and getting more confident with being on
557
00:19:30,960 --> 00:19:34,000
camera
558
00:19:31,679 --> 00:19:36,160
because bni camera will make the
559
00:19:34,000 --> 00:19:39,520
difference between you being
560
00:19:36,160 --> 00:19:41,600
visible and invisible in your industry
561
00:19:39,520 --> 00:19:42,960
and what that means is the difference
562
00:19:41,600 --> 00:19:45,120
between invisibility
563
00:19:42,960 --> 00:19:47,120
and visibility is the fact that your
564
00:19:45,120 --> 00:19:49,520
customers will your audience will
565
00:19:47,120 --> 00:19:51,039
actually know you exist and then be
566
00:19:49,520 --> 00:19:53,600
inspired to take action
567
00:19:51,039 --> 00:19:54,880
with your business over any other to
568
00:19:53,600 --> 00:19:55,919
buying your products and services and
569
00:19:54,880 --> 00:19:57,280
help you grow your business in the
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process
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all right take that to heart and
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implement it right now and go off and
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create your marketing videos
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thanks for watching and we'll see you on
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a future video
Dallin believes in putting family and God first.
He's the Chief Vision Officer of Content Supply, Advisor to multiple startups, serial entrepreneur and an award-winning producer.
He helps brands create authentic, results-driven media so they can share their message and vision with the world.
He helps brands clarify, create, and communicate their vision for a happier, more meaningful life, business, and community.
He consults with small and large companies including Princess Cruises, U.S. Marine Corp, Teachable and many others.
Certified Content Supply Agencies will grow your brand with 100% done for you agency services. Full service video ads, course launches, photography, podcasting, and more. Book a free strategy call to get started.
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