Video Marketing Made Easy

How to Script a Stand Out Video Sales Letter

Dallin Nead and Josh Crandall

What makes a powerful Video Sales Letter and how does it contribute to your marketing strategy to help you profitably stand out in your marketplace?

Dallin and Josh discuss the process of crafting your own Video Sales Letter and how it can contribute to your success.

Download the Video Supply™ Scripting Guide

It’s time to take a stand for what you believe and fully commit to the brand mission you’re called to build.

Video Supply will help you clarify, create, and communicate your vision for a happier, more meaningful life, business, and community.

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

Today's Guest

Dallin Nead and Josh Crandall

Transcript

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[Applause]

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hey everybody welcome to the video

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marketing made easy podcast where we

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believe the most

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powerful way or video is the most

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powerful way to monetize your message

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stand out in the market and grow your

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business i'm josh grandel and i'm joined

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today by dallas need

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and uh we're going to talk about how to

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create a standout video sales letter

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um this is just yes oh yeah

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i love this yeah no it's uh it's gonna

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be a cool topic today uh but basically

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you know what is it what is a video

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sales letter um something i hadn't

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really heard of until i started working

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with you nylon

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uh tell me about it and uh why one makes

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sense

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yeah you know it's abbreviated often as

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a vsl

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it's definitely a marketing term

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so if you're not heavily in the digital

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marketing world

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it may be less familiar with you but

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simply speaking

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it's a video version of your sales

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message

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and your sales message is the written

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word is copy

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that goes on a sales page on your

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website uh for a product or service you

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may be selling so it's basically

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getting the visual and the audio so

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sight and sound packaged into a video

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and taking what you put in your sales

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message

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written word making it as video

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nice and uh yeah how does it fit in with

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everything

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um i mean does it fit in with your sales

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funnels um tell me a little about

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what's the best way to utilize a video

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sales letter

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yeah great question so the best way to

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use it

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is on the page that you're selling your

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product or service

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but the power the powerful part about a

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video sales letter

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is that it covers a lot of ground

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uh in that message you share because

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what we'll talk about in a second is our

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framework for

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how we create video cells letters

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for our clients for ourselves how to go

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about scripting it so that way you can

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walk away and know exactly what you can

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do yourself

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in your business but you can repurpose

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it into

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a paid ad uh into mini clips

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uh because what it's doing is it's

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touching pain points of your customers

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it's talking about the results that your

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product or service

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promises it even breaks down what's

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inside

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or included in the product or service

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they are buying into

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and it's very much a direct response

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sales message meaning you want a you

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want the viewer

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to take action as quickly as possible so

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by the end or throughout the message you

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are literally telling them

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by now click on that that button on this

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page

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and join us in this this product or the

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service that you're going to buy

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and it can it can take different forms

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too because if your product

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is a digital product like an online

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course or program

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versus a physical product something you

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buy off amazon

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or e-commerce store then there are

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different approaches you can take to

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communicating

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about this product or service and

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one thing that i think is incredible to

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do is if it's a physical product is you

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can literally demonstrate it you can do

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it with a digital product too like your

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online course

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show what's show behind the scenes show

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what's inside it

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but it's an incredible way to talk about

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your product or service in a way that

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gets

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people more confident that they can be

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successful with using it

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and having it as part of their life for

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their business and

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uh you know a big problem that i find

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people make with video sales letters is

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one

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they either avoid it altogether they

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forget about it they don't add video

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to their sales pages and so they miss

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out on that opportunity to increase

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conversions and people excited to take

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part in

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their product or service or two they

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don't script

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their video sales letter a video sales

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letter can contain a lot of information

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if you don't

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give yourself guidance as to what you're

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going to talk about

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then you can tend to ramble and

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not keep your message simple

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powerful and covering all the the points

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that you need to cover

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and when you don't one use a video sales

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letter

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on your sales pages or two you don't

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script it

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then you're not going to have customers

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engage and actually buy your product or

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service as much as they

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probably should or or can if you do

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and a lot of people skip the page they

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don't want to read they much rather

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engage with the video

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you don't make as many cells and you

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won't build up that initial connection

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that only video can create

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on your website and your sales pages so

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really it goes without saying um

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especially if you're in the marketing

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space

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or if you're new to it a video sales

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letter is

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one of the first and essential videos

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you should be

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creating for your business whatever

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industry you're in

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because you want that ability to connect

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and

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sell your mission your ideas your vision

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your products and services in a way

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that gets them to connect with you um as

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the person behind it

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awesome yeah so it's uh it sounded like

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it's like kind of like the uh

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the elevator pitch we're here to talk

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about uh how how it's

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it's uh it's good to have something

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prepared it's good to have something you

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know in the chute ready to go

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that talks simply and specifically

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towards

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you exactly and and what your business

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is doing right

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right well i've got a question how often

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are we in elevators anymore

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right i mean like the last time i was in

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the elevator to pitch

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an idea you know it's been a while i

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know it's the concept i get it i'm just

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i'm just teasing it so it's it's such a

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true thing like

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you hit the nail on the head with that

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it's definitely a version of the

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elevator pitch but done so in a way that

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it gives you more confidence in the

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message you're gonna say versus

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um elevator pitches often i feel like

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turn into

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it being all about you versus

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about the person that you are talking to

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because you want to make it about them

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gotcha well that's

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yeah i mean that's a that's a huge

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distinguishment there yeah that makes

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that makes total sense

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uh and how it's going to help them

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because that's really you know talking

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about yourself

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is going to help you sell your so your

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product is it

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um or your service

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the uh yeah so liam they're the resource

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that

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we're going to jump into we're going to

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reference today um

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is called video supply scripts uh it'll

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help you plan outline and write your

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successful marketing videos

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um and there's a there's a good skeleton

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there's a good template in there

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for for you to use as a listener

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and if you go to videosupply.com

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resources you can actually go there to

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download this for free

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i highly recommend it and and it's

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actually still what we use to

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script all of our videos for our clients

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um

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so darling let's jump into that i think

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it's pointless yeah

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yeah and go if you want to share the

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screen or we can just talk about it for

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those just listening

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of course yeah it's pretty powerful too

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because

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uh we get this framework in place and

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it's just

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a couple days ago i was on this call

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this consulting call with a client

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and she was interested in building a

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movement

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building piece of content i call it

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movement building

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it's inspiring it invites people into a

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story that's about them it gets them

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excited

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and it's not as salesy and so when we

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hop on the call

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i literally share this uh this

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resources pdf and i'm like okay here's

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the frame we're gonna reference and then

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she kind of put up a small red flag to

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be like well this is a little bit more

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salesy than i wanted to be and i was

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like well here's what we're gonna do

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you know i understand that and i

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understand our focus is on

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the inspiring you know relevant to what

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you want relevant to

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what you want to help with your your

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audience and i was like

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this kind of framework is relevant

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whether you

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are doing super direct response you know

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focused on the cell or simply just

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inviting people to

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learn more about you and joining your

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movement you know

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and your your brand and and so um

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what we can do josh jingling's chair

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we'll talk about the

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the the framework and what we what i did

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with her

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is i removed some um some of the pieces

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uh i think it's about page

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uh let's see it's about halfway it's

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page 17. it's about halfway through

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i believe yeah it's got

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these series of points but what i did is

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i removed some of the more

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cells-driven uh segments

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of the cell script and i literally broke

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it up in this two column script

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which we also talked about in this pdf

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and

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on one side it's what you're saying on

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the other side it's what you're

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seeing so what you're hearing and what

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you're seeing and

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i broke it up in this table so um the

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first

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segment is hook which we'll talk about

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in a second uh

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but i i broke it up and we're like okay

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let's write out the hook let's write out

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the people let's write at the problem

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and then there's another area of like

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social proof or urgency which are a

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little bit more

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marketing and sales related and we

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eliminated those

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um you can maybe do it in a small way

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with a movement building message

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something's more inspiring less salesy

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but uh those are very relevant based on

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style and approach and so if you're

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looking to

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cover all of the bases with selling

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an idea selling a product or service

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this framework

294
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is tried and true and it will help you

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uh however you want to maybe reorganize

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it as needed but

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definitely follow this um well as a side

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note too before we jump into it

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josh i'm talking a lot so yeah i just

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get so excited about this stuff

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you know um uh

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what some of the the parts of this um

303
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particularly the the p words like people

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and problem and payoff are pulling from

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what we do with our messaging framework

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called story supply

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and so if you're unclear on some of

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these areas for yourself if you're

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taking notes as you're listening or

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watching this

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just know that we recommend you go

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through to clarify

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your brand message first to then know

314
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how to script this video

315
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for your business so i'll sign note

316
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yeah for sure um so yeah so so

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talking about um about the

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you know we want to make sure that we've

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got the uh

320
00:11:03,200 --> 00:11:06,720
you know and in this script or the video

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supply scripts document here that we're

322
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referencing

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uh really talks about defining your

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purpose your

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platform and your people your audience

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and so and so really you know this this

327
00:11:17,680 --> 00:11:23,040
video sales letter scripting process

328
00:11:20,000 --> 00:11:23,920
um builds on all of that we talked about

329
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those in in

330
00:11:23,920 --> 00:11:27,440
previous episodes of the podcast so be

331
00:11:25,839 --> 00:11:29,839
sure to check those out too about

332
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defining your purpose finding your your

333
00:11:29,839 --> 00:11:32,480
audience or

334
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the people and then identifying the

335
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platform

336
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but basically those act as a springboard

337
00:11:36,399 --> 00:11:41,920
i think into

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this this process here and once you have

339
00:11:41,920 --> 00:11:44,959
all that you can really

340
00:11:42,880 --> 00:11:47,760
be able to speak specifically to them

341
00:11:44,959 --> 00:11:49,680
and and so when we're talking about

342
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you know platform dalan mentioned that

343
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this videos

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is typically and i guess you can correct

345
00:11:53,600 --> 00:11:56,480
me from wrong down but typically on your

346
00:11:55,120 --> 00:11:57,279
homepage it's typically where the people

347
00:11:56,480 --> 00:12:00,079
go that

348
00:11:57,279 --> 00:12:00,800
you know to that um it's beyond your

349
00:12:00,079 --> 00:12:02,720
traffic right

350
00:12:00,800 --> 00:12:04,079
they become kind of a lead right now and

351
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so they've come to your website they're

352
00:12:04,079 --> 00:12:06,639
looking at you and

353
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here's here's the point where you get to

354
00:12:06,639 --> 00:12:10,959
really you know

355
00:12:08,959 --> 00:12:13,279
give them everything and show and show

356
00:12:10,959 --> 00:12:16,560
exactly what it is and how they can

357
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help you is that right dylan yeah yeah

358
00:12:16,560 --> 00:12:23,600
exactly and it's on your your home page

359
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of your website if that home page is a

360
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sales

361
00:12:24,399 --> 00:12:28,480
page meaning are you selling a specific

362
00:12:26,959 --> 00:12:30,240
product or service

363
00:12:28,480 --> 00:12:31,839
uh obviously you should still have a

364
00:12:30,240 --> 00:12:33,920
video on your homepage

365
00:12:31,839 --> 00:12:36,000
it may not be a video sales letter

366
00:12:33,920 --> 00:12:38,480
directly it may more just be

367
00:12:36,000 --> 00:12:39,600
a video about your brand story fyi your

368
00:12:38,480 --> 00:12:41,440
brand's story is you're not going to

369
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talk about your company history

370
00:12:41,440 --> 00:12:44,480
you're going to talk about your customer

371
00:12:43,120 --> 00:12:47,839
in that brand story

372
00:12:44,480 --> 00:12:50,000
um so that's a key part so in

373
00:12:47,839 --> 00:12:52,399
this video like basically we pull out

374
00:12:50,000 --> 00:12:54,800
our brand story

375
00:12:52,399 --> 00:12:56,320
framework that we use and we put it into

376
00:12:54,800 --> 00:12:57,920
this script and so

377
00:12:56,320 --> 00:12:59,440
you can really use it on your homepage

378
00:12:57,920 --> 00:13:00,720
but yeah it the distribution the

379
00:12:59,440 --> 00:13:04,320
platform

380
00:13:00,720 --> 00:13:04,800
is uh wherever whatever page you're

381
00:13:04,320 --> 00:13:06,240
selling

382
00:13:04,800 --> 00:13:08,399
your product or service on so if you

383
00:13:06,240 --> 00:13:09,839
have multiple products and services

384
00:13:08,399 --> 00:13:13,600
you're gonna have multiple video sales

385
00:13:09,839 --> 00:13:15,040
letters because for each of these videos

386
00:13:13,600 --> 00:13:17,360
uh you know josh is talking about the

387
00:13:15,040 --> 00:13:18,880
purpose you want to begin with the end

388
00:13:17,360 --> 00:13:20,560
of mind to know hey which product or

389
00:13:18,880 --> 00:13:21,360
service am i going to sell with this

390
00:13:20,560 --> 00:13:23,839
video

391
00:13:21,360 --> 00:13:24,639
and that's why as you can see in in the

392
00:13:23,839 --> 00:13:26,959
framework

393
00:13:24,639 --> 00:13:28,800
one of the last pieces is call to action

394
00:13:26,959 --> 00:13:29,760
um you want to have one call to action

395
00:13:28,800 --> 00:13:31,680
only

396
00:13:29,760 --> 00:13:33,360
in the video and that call to action is

397
00:13:31,680 --> 00:13:37,760
that invite to

398
00:13:33,360 --> 00:13:40,399
buy your product or service or if it's

399
00:13:37,760 --> 00:13:41,519
a way to capture leads which we call a

400
00:13:40,399 --> 00:13:44,639
lead supplier

401
00:13:41,519 --> 00:13:45,600
in our business you want to invite them

402
00:13:44,639 --> 00:13:47,519
to

403
00:13:45,600 --> 00:13:49,040
put in their name and email download the

404
00:13:47,519 --> 00:13:53,199
resource

405
00:13:49,040 --> 00:13:56,880
uh watch the workshop whatever it may be

406
00:13:53,199 --> 00:13:59,120
but focusing on on simply one

407
00:13:56,880 --> 00:14:00,240
one purpose it's all about one purpose

408
00:13:59,120 --> 00:14:02,399
in this video

409
00:14:00,240 --> 00:14:03,519
uh and and as a side note too i begin

410
00:14:02,399 --> 00:14:04,880
with the end of mind you know

411
00:14:03,519 --> 00:14:06,560
set that purpose in place but okay

412
00:14:04,880 --> 00:14:07,760
they're gonna buy this product by the

413
00:14:06,560 --> 00:14:10,560
end of this video

414
00:14:07,760 --> 00:14:11,199
uh and then write that down in your

415
00:14:10,560 --> 00:14:12,959
script

416
00:14:11,199 --> 00:14:14,720
and then work backwards from there

417
00:14:12,959 --> 00:14:16,880
because the hook honestly should be one

418
00:14:14,720 --> 00:14:18,959
of the last pieces that you

419
00:14:16,880 --> 00:14:20,880
script and write out in your script and

420
00:14:18,959 --> 00:14:24,160
but the hook as you can see comes

421
00:14:20,880 --> 00:14:25,760
first definitely

422
00:14:24,160 --> 00:14:27,839
yes so if we're gonna if we if we were

423
00:14:25,760 --> 00:14:28,639
to uh go ahead and you know start the

424
00:14:27,839 --> 00:14:31,279
process

425
00:14:28,639 --> 00:14:32,959
of writing our you know video sales

426
00:14:31,279 --> 00:14:33,680
letter of course we define the purpose

427
00:14:32,959 --> 00:14:37,040
platform

428
00:14:33,680 --> 00:14:39,279
the audience the people um and then

429
00:14:37,040 --> 00:14:40,800
you know as as uh our workflow with our

430
00:14:39,279 --> 00:14:41,920
clients we basically take them through a

431
00:14:40,800 --> 00:14:44,800
week we call it a

432
00:14:41,920 --> 00:14:46,000
writer's workshop um and we ask our

433
00:14:44,800 --> 00:14:48,880
client you know say

434
00:14:46,000 --> 00:14:49,440
all right so yeah our clients ask

435
00:14:48,880 --> 00:14:52,160
they're you know

436
00:14:49,440 --> 00:14:52,480
talking about their clients and uh we we

437
00:14:52,160 --> 00:14:54,560
talk

438
00:14:52,480 --> 00:14:56,560
about friends yeah the client's clients

439
00:14:54,560 --> 00:14:58,480
um we talk about

440
00:14:56,560 --> 00:14:59,760
what is the problem that they face right

441
00:14:58,480 --> 00:15:00,399
what is the problem that your clients

442
00:14:59,760 --> 00:15:02,880
face

443
00:15:00,399 --> 00:15:04,399
uh we get a whole list of that um you

444
00:15:02,880 --> 00:15:06,480
know what is their

445
00:15:04,399 --> 00:15:07,680
what is the the plan to address the

446
00:15:06,480 --> 00:15:10,800
problem right

447
00:15:07,680 --> 00:15:13,040
and so we talk about um the

448
00:15:10,800 --> 00:15:13,920
the solution they offer to their clients

449
00:15:13,040 --> 00:15:16,320
problems

450
00:15:13,920 --> 00:15:17,120
uh we talk about any objections they may

451
00:15:16,320 --> 00:15:19,279
have

452
00:15:17,120 --> 00:15:20,800
um and you see in this document if

453
00:15:19,279 --> 00:15:23,519
you're if you're watching

454
00:15:20,800 --> 00:15:23,920
um you know all these different pieces

455
00:15:23,519 --> 00:15:25,680
and then

456
00:15:23,920 --> 00:15:27,760
we talk about the payoff right what is

457
00:15:25,680 --> 00:15:29,920
the payoff of being able to

458
00:15:27,760 --> 00:15:31,440
solve that problem right and and that

459
00:15:29,920 --> 00:15:33,839
goes just beyond like

460
00:15:31,440 --> 00:15:35,839
the actual solution right so for us

461
00:15:33,839 --> 00:15:37,519
working with our clients it's um

462
00:15:35,839 --> 00:15:39,920
not only do our clients get marketing

463
00:15:37,519 --> 00:15:42,000
videos back but what they get

464
00:15:39,920 --> 00:15:42,959
is their time back right they don't have

465
00:15:42,000 --> 00:15:44,560
to produce this

466
00:15:42,959 --> 00:15:46,160
they don't have to invest all the money

467
00:15:44,560 --> 00:15:48,880
for professional equipment

468
00:15:46,160 --> 00:15:50,160
um they they don't have to think so much

469
00:15:48,880 --> 00:15:52,800
about their messaging and really

470
00:15:50,160 --> 00:15:54,560
we're giving them back time right so so

471
00:15:52,800 --> 00:15:55,199
payoff goes above and beyond just the

472
00:15:54,560 --> 00:15:57,920
simple

473
00:15:55,199 --> 00:15:59,759
the simple you know solution or fix that

474
00:15:57,920 --> 00:16:02,639
their clients get and so

475
00:15:59,759 --> 00:16:04,639
we we have this writer's workshop where

476
00:16:02,639 --> 00:16:06,240
we identify all of these things we make

477
00:16:04,639 --> 00:16:07,120
long lists and whatever and so what we

478
00:16:06,240 --> 00:16:10,720
do is then

479
00:16:07,120 --> 00:16:13,360
we take those pieces and we construct

480
00:16:10,720 --> 00:16:13,920
um you know a whole host of scripts but

481
00:16:13,360 --> 00:16:16,160
but

482
00:16:13,920 --> 00:16:18,240
specifically here the video sales letter

483
00:16:16,160 --> 00:16:19,199
um and this is outlined so well in this

484
00:16:18,240 --> 00:16:22,160
document

485
00:16:19,199 --> 00:16:23,680
you know and like dalin said the the

486
00:16:22,160 --> 00:16:25,279
hook may be the last thing you do right

487
00:16:23,680 --> 00:16:26,399
so you identify all of these things in

488
00:16:25,279 --> 00:16:29,680
here that you want to

489
00:16:26,399 --> 00:16:32,399
address and and that will really put the

490
00:16:29,680 --> 00:16:32,399
meat on the bone

491
00:16:33,920 --> 00:16:37,519
and craft a very strong hook you know to

492
00:16:36,800 --> 00:16:40,880
to

493
00:16:37,519 --> 00:16:42,240
drive them into this video um and so

494
00:16:40,880 --> 00:16:45,199
really

495
00:16:42,240 --> 00:16:45,759
it really helps to identify and do a

496
00:16:45,199 --> 00:16:47,519
whole

497
00:16:45,759 --> 00:16:49,199
you know process beforehand before you

498
00:16:47,519 --> 00:16:52,320
actually take the script into

499
00:16:49,199 --> 00:16:53,600
into uh the process and and putting that

500
00:16:52,320 --> 00:16:56,320
meat on the bones

501
00:16:53,600 --> 00:16:57,360
um so down how might that look what's

502
00:16:56,320 --> 00:17:00,399
that

503
00:16:57,360 --> 00:17:01,199
oh i i just agree with you 100 yeah yeah

504
00:17:00,399 --> 00:17:03,759
for sure so

505
00:17:01,199 --> 00:17:05,439
now for the the listeners out there um

506
00:17:03,759 --> 00:17:06,959
one thing i think would be powerful is

507
00:17:05,439 --> 00:17:07,760
for you just to simply hear what this

508
00:17:06,959 --> 00:17:08,959
framework

509
00:17:07,760 --> 00:17:10,880
sounds like you know we're referencing

510
00:17:08,959 --> 00:17:12,079
it in the pdf which definitely go and

511
00:17:10,880 --> 00:17:14,400
download

512
00:17:12,079 --> 00:17:15,600
but uh i'm gonna walk through real quick

513
00:17:14,400 --> 00:17:17,760
each of these

514
00:17:15,600 --> 00:17:19,039
areas of the video sales letter so you

515
00:17:17,760 --> 00:17:21,439
know exactly

516
00:17:19,039 --> 00:17:22,480
what they they sound like before you go

517
00:17:21,439 --> 00:17:24,400
and script them so

518
00:17:22,480 --> 00:17:26,880
take out a pen and paper put it in your

519
00:17:24,400 --> 00:17:28,559
notes app uh but what we start off with

520
00:17:26,880 --> 00:17:30,080
the video is the hook

521
00:17:28,559 --> 00:17:31,840
this is all about capturing the viewers

522
00:17:30,080 --> 00:17:33,120
attention and giving them a reason to

523
00:17:31,840 --> 00:17:35,039
watch

524
00:17:33,120 --> 00:17:36,799
you have a couple seconds only to do

525
00:17:35,039 --> 00:17:38,559
this next piece

526
00:17:36,799 --> 00:17:40,000
is the people so you want to identify

527
00:17:38,559 --> 00:17:41,440
the viewer and communicate what they

528
00:17:40,000 --> 00:17:43,600
want to hear

529
00:17:41,440 --> 00:17:44,960
and then the problem this is where you

530
00:17:43,600 --> 00:17:46,320
connect to the viewer by talking about

531
00:17:44,960 --> 00:17:47,840
the problem that's stopping them from

532
00:17:46,320 --> 00:17:50,080
getting results

533
00:17:47,840 --> 00:17:51,360
and then the next piece is the payoff

534
00:17:50,080 --> 00:17:51,840
this is where you share the promised

535
00:17:51,360 --> 00:17:54,400
result

536
00:17:51,840 --> 00:17:55,520
after they take action then there's

537
00:17:54,400 --> 00:17:57,600
authority

538
00:17:55,520 --> 00:17:59,039
this is positioning your authority and

539
00:17:57,600 --> 00:18:02,799
credentials

540
00:17:59,039 --> 00:18:04,400
as to why the viewer can trust you

541
00:18:02,799 --> 00:18:06,080
and then perspective this is where you

542
00:18:04,400 --> 00:18:08,559
share the belief viewers need

543
00:18:06,080 --> 00:18:10,559
to be ready to buy and how the offer is

544
00:18:08,559 --> 00:18:12,240
unique and new to them

545
00:18:10,559 --> 00:18:14,320
and then the plan this is where you

546
00:18:12,240 --> 00:18:16,799
present a simple three-step plan to

547
00:18:14,320 --> 00:18:18,960
achieve success by taking action

548
00:18:16,799 --> 00:18:20,799
with you and your business and then

549
00:18:18,960 --> 00:18:22,480
social proof this is where you share

550
00:18:20,799 --> 00:18:24,480
and show proof of results with

551
00:18:22,480 --> 00:18:26,000
testimonials and things like that and

552
00:18:24,480 --> 00:18:27,200
then there's objections

553
00:18:26,000 --> 00:18:29,120
this is where you eliminate big

554
00:18:27,200 --> 00:18:30,480
objections and the cost of not taking

555
00:18:29,120 --> 00:18:32,640
action right now

556
00:18:30,480 --> 00:18:33,760
and then urgency this is giving a reason

557
00:18:32,640 --> 00:18:36,559
to act now

558
00:18:33,760 --> 00:18:38,240
uh you know a limited time offer only so

559
00:18:36,559 --> 00:18:41,360
many people can join

560
00:18:38,240 --> 00:18:43,760
or buy this product it's uh

561
00:18:41,360 --> 00:18:44,400
limited um and then the end is the call

562
00:18:43,760 --> 00:18:45,600
to action

563
00:18:44,400 --> 00:18:47,919
you want to tell the viewer exactly what

564
00:18:45,600 --> 00:18:50,000
to do next so josh referenced

565
00:18:47,919 --> 00:18:52,080
you know we both reference some of these

566
00:18:50,000 --> 00:18:54,799
but this is the flow

567
00:18:52,080 --> 00:18:56,480
of what to cover and as it's relevant

568
00:18:54,799 --> 00:18:57,840
you can rearrange some of these and like

569
00:18:56,480 --> 00:19:01,360
i said you can

570
00:18:57,840 --> 00:19:04,400
eliminate say the social proof or

571
00:19:01,360 --> 00:19:06,320
even a hard call to action um

572
00:19:04,400 --> 00:19:08,400
if you're looking more for an inspiring

573
00:19:06,320 --> 00:19:11,919
video to tell a story

574
00:19:08,400 --> 00:19:13,440
versus a straight up video sells message

575
00:19:11,919 --> 00:19:15,120
uh but this framework can be followed by

576
00:19:13,440 --> 00:19:17,120
many and one thing to add to

577
00:19:15,120 --> 00:19:18,320
something awesome that josh said is

578
00:19:17,120 --> 00:19:21,200
about problem

579
00:19:18,320 --> 00:19:23,200
so um in the time you spend with clients

580
00:19:21,200 --> 00:19:25,360
and in our consulting

581
00:19:23,200 --> 00:19:27,039
we break down what all of the customer

582
00:19:25,360 --> 00:19:29,760
problems look like for them

583
00:19:27,039 --> 00:19:30,640
and believe me it becomes a long list

584
00:19:29,760 --> 00:19:32,080
pretty quickly

585
00:19:30,640 --> 00:19:33,280
you know josh can attest to this right

586
00:19:32,080 --> 00:19:33,760
like we're taking all these notes it's

587
00:19:33,280 --> 00:19:35,840
like

588
00:19:33,760 --> 00:19:38,000
20 items later we got all these problems

589
00:19:35,840 --> 00:19:40,000
from their customers like well you know

590
00:19:38,000 --> 00:19:41,120
this is this is like ideas for 20 videos

591
00:19:40,000 --> 00:19:44,000
we can cover

592
00:19:41,120 --> 00:19:44,559
so the natural question is do i need to

593
00:19:44,000 --> 00:19:46,480
talk about

594
00:19:44,559 --> 00:19:47,760
all those 20 problems in this video

595
00:19:46,480 --> 00:19:50,559
sales letter

596
00:19:47,760 --> 00:19:52,400
and absolutely not um you don't need to

597
00:19:50,559 --> 00:19:55,200
and oftentimes what you'll find

598
00:19:52,400 --> 00:19:56,640
is a common theme among all those

599
00:19:55,200 --> 00:19:57,840
problems that you can basically

600
00:19:56,640 --> 00:19:59,600
summarize

601
00:19:57,840 --> 00:20:02,159
uh what's helpful too is to interview

602
00:19:59,600 --> 00:20:04,960
customers to get a good feel for what

603
00:20:02,159 --> 00:20:06,960
are what is the recurring theme of a

604
00:20:04,960 --> 00:20:08,799
problem or pain point

605
00:20:06,960 --> 00:20:11,280
or limiting belief that's keeping them

606
00:20:08,799 --> 00:20:14,320
from being successful with

607
00:20:11,280 --> 00:20:15,120
a product or service like yours and and

608
00:20:14,320 --> 00:20:16,640
then you can

609
00:20:15,120 --> 00:20:18,640
you know it becomes all these notes and

610
00:20:16,640 --> 00:20:21,679
honestly plenty of ideas for

611
00:20:18,640 --> 00:20:25,440
new videos or new content topics

612
00:20:21,679 --> 00:20:28,720
uh to cover but simplify it down into

613
00:20:25,440 --> 00:20:30,960
one to three problems to cover uh you

614
00:20:28,720 --> 00:20:33,280
find if you go to videosupply.com

615
00:20:30,960 --> 00:20:34,720
which is our main sales page on the

616
00:20:33,280 --> 00:20:38,320
homepage itself

617
00:20:34,720 --> 00:20:41,520
we break down one primary problem

618
00:20:38,320 --> 00:20:44,240
that our audience struggles with and

619
00:20:41,520 --> 00:20:46,559
i imagine you may relate to this that is

620
00:20:44,240 --> 00:20:48,799
struggling to stand out profitably

621
00:20:46,559 --> 00:20:49,760
so because of that you're unseen you're

622
00:20:48,799 --> 00:20:51,679
unheard

623
00:20:49,760 --> 00:20:53,520
and customers are not buying your

624
00:20:51,679 --> 00:20:55,280
products and services

625
00:20:53,520 --> 00:20:56,640
but then there are symptoms of that

626
00:20:55,280 --> 00:20:58,080
problem the reason why you're not

627
00:20:56,640 --> 00:20:59,120
standing out is because you have no

628
00:20:58,080 --> 00:21:00,799
clear message

629
00:20:59,120 --> 00:21:02,240
you don't have a marketing plan in place

630
00:21:00,799 --> 00:21:03,679
and you have

631
00:21:02,240 --> 00:21:05,360
video content that's honestly kind of

632
00:21:03,679 --> 00:21:06,960
worthless it's not actually working to

633
00:21:05,360 --> 00:21:09,280
grow your business

634
00:21:06,960 --> 00:21:11,200
and and so that's where there's one

635
00:21:09,280 --> 00:21:14,240
primary problem but then we have

636
00:21:11,200 --> 00:21:17,679
examples of why that problem exists

637
00:21:14,240 --> 00:21:21,039
and so consider that in scripting

638
00:21:17,679 --> 00:21:24,720
your uh your problem section in

639
00:21:21,039 --> 00:21:27,360
this video sales letter definitely

640
00:21:24,720 --> 00:21:28,240
and um and as you're looking at this too

641
00:21:27,360 --> 00:21:30,000
i mean

642
00:21:28,240 --> 00:21:31,760
uh and you were talking as you're going

643
00:21:30,000 --> 00:21:35,520
through this this list here

644
00:21:31,760 --> 00:21:37,120
um like talking about a call to action

645
00:21:35,520 --> 00:21:38,799
you know and and do you have that or do

646
00:21:37,120 --> 00:21:40,400
you remove it you know um

647
00:21:38,799 --> 00:21:42,240
really the the video sales letter and

648
00:21:40,400 --> 00:21:45,039
this goes along with like i said

649
00:21:42,240 --> 00:21:46,720
the previous episodes that we've done um

650
00:21:45,039 --> 00:21:49,440
but basically

651
00:21:46,720 --> 00:21:51,039
if you've identified your your audience

652
00:21:49,440 --> 00:21:52,880
if you've identified the platform that

653
00:21:51,039 --> 00:21:56,480
this video is going to live on

654
00:21:52,880 --> 00:21:58,400
which is very important um then you can

655
00:21:56,480 --> 00:21:59,840
make the rest of your you know whether

656
00:21:58,400 --> 00:22:01,919
it's if it's living on your homepage

657
00:21:59,840 --> 00:22:03,360
or if it's on a sales page like donald

658
00:22:01,919 --> 00:22:04,640
is saying wherever this video is going

659
00:22:03,360 --> 00:22:06,480
to live you want to make sure that it's

660
00:22:04,640 --> 00:22:08,559
tailored to fit in that space

661
00:22:06,480 --> 00:22:10,400
uh it's crucial to have that to be able

662
00:22:08,559 --> 00:22:11,919
to you know

663
00:22:10,400 --> 00:22:13,600
do you need to give all the information

664
00:22:11,919 --> 00:22:16,080
in this video um

665
00:22:13,600 --> 00:22:16,799
or do you or can you use the rest of

666
00:22:16,080 --> 00:22:20,159
your

667
00:22:16,799 --> 00:22:21,760
sales page or your homepage to you know

668
00:22:20,159 --> 00:22:24,000
to to use the call to action or whatever

669
00:22:21,760 --> 00:22:26,240
so so identifying the platform for this

670
00:22:24,000 --> 00:22:27,520
for this video is huge before you go

671
00:22:26,240 --> 00:22:29,280
ahead and create it

672
00:22:27,520 --> 00:22:30,960
um obviously you can repurpose and and

673
00:22:29,280 --> 00:22:32,480
redesign it so that it can live

674
00:22:30,960 --> 00:22:35,200
basically anywhere and you can you could

675
00:22:32,480 --> 00:22:38,240
use it you know say as a paid ad

676
00:22:35,200 --> 00:22:39,600
um on a platform but uh

677
00:22:38,240 --> 00:22:41,360
but you know be sure to make sure that

678
00:22:39,600 --> 00:22:43,120
uh you can

679
00:22:41,360 --> 00:22:44,559
craft it in such a way that it fits

680
00:22:43,120 --> 00:22:46,880
within that platform

681
00:22:44,559 --> 00:22:48,480
um where it's gonna be and where your

682
00:22:46,880 --> 00:22:52,000
viewers are gonna come

683
00:22:48,480 --> 00:22:53,280
to you know to be a captive audience to

684
00:22:52,000 --> 00:22:55,840
watch this video

685
00:22:53,280 --> 00:22:56,880
um so there's there's some thoughts

686
00:22:55,840 --> 00:23:00,159
there

687
00:22:56,880 --> 00:23:02,159
so that's so down yeah

688
00:23:00,159 --> 00:23:04,000
go ahead josh oh i'll see you guys go

689
00:23:02,159 --> 00:23:06,640
ahead sound like you knew you're

690
00:23:04,000 --> 00:23:07,919
you're you're going from there i'm just

691
00:23:06,640 --> 00:23:08,640
gonna jump to the next point of the

692
00:23:07,919 --> 00:23:10,960
payoff

693
00:23:08,640 --> 00:23:11,760
yeah sounds good the problem in the

694
00:23:10,960 --> 00:23:13,760
payoff

695
00:23:11,760 --> 00:23:15,760
uh and josh you can feel free to come

696
00:23:13,760 --> 00:23:17,440
back to our faces

697
00:23:15,760 --> 00:23:18,880
you know for those who want to see more

698
00:23:17,440 --> 00:23:21,679
of um

699
00:23:18,880 --> 00:23:23,360
this pdf definitely go to videospot.com

700
00:23:21,679 --> 00:23:26,400
resources to download it

701
00:23:23,360 --> 00:23:28,480
um but the the real important thing here

702
00:23:26,400 --> 00:23:31,520
is to recognize that

703
00:23:28,480 --> 00:23:34,559
there are primary i would say

704
00:23:31,520 --> 00:23:36,640
two areas that your customers

705
00:23:34,559 --> 00:23:38,000
care about care about the most in this

706
00:23:36,640 --> 00:23:41,760
video sales letter

707
00:23:38,000 --> 00:23:43,440
and that is the problem and the payoff

708
00:23:41,760 --> 00:23:44,640
obviously all the other pieces are

709
00:23:43,440 --> 00:23:45,440
essential it's important to show your

710
00:23:44,640 --> 00:23:47,679
authority

711
00:23:45,440 --> 00:23:48,720
and that you know that the perspective

712
00:23:47,679 --> 00:23:50,720
of what they need to believe

713
00:23:48,720 --> 00:23:52,240
but the more that people can see that

714
00:23:50,720 --> 00:23:53,440
you understand their problem the more

715
00:23:52,240 --> 00:23:54,880
that they'll see that you have the

716
00:23:53,440 --> 00:23:56,240
solution to that problem

717
00:23:54,880 --> 00:23:58,480
so showing that understanding their

718
00:23:56,240 --> 00:24:01,039
problem and then the payoff

719
00:23:58,480 --> 00:24:01,840
is at the end of the day people want to

720
00:24:01,039 --> 00:24:05,120
know that

721
00:24:01,840 --> 00:24:07,279
you can promise and deliver

722
00:24:05,120 --> 00:24:08,400
on something that they actually want and

723
00:24:07,279 --> 00:24:09,200
so when you can talk about what they

724
00:24:08,400 --> 00:24:10,880
want

725
00:24:09,200 --> 00:24:12,960
um you know i think of my four-year-old

726
00:24:10,880 --> 00:24:15,200
like josh has two girls at home i've got

727
00:24:12,960 --> 00:24:16,640
two little boys now but my four-year-old

728
00:24:15,200 --> 00:24:18,640
i often find that

729
00:24:16,640 --> 00:24:20,400
if he doesn't get what he wants he

730
00:24:18,640 --> 00:24:22,400
throws a tantrum he's four

731
00:24:20,400 --> 00:24:24,159
you know and he's at that stage where

732
00:24:22,400 --> 00:24:26,000
he's like i want to watch a movie

733
00:24:24,159 --> 00:24:28,559
and we're like no you had too much

734
00:24:26,000 --> 00:24:30,960
screen time um yesterday

735
00:24:28,559 --> 00:24:32,559
and sometimes he just starts screaming

736
00:24:30,960 --> 00:24:34,080
gets into tears he has one of those

737
00:24:32,559 --> 00:24:37,600
brief tantrums

738
00:24:34,080 --> 00:24:39,760
and you know if we think of i think of

739
00:24:37,600 --> 00:24:42,000
him sometimes as a customer

740
00:24:39,760 --> 00:24:43,440
not saying that audience or customers

741
00:24:42,000 --> 00:24:45,679
throw tantrums

742
00:24:43,440 --> 00:24:46,799
but that there's something that they

743
00:24:45,679 --> 00:24:51,120
want

744
00:24:46,799 --> 00:24:54,240
and if we don't cater to what they want

745
00:24:51,120 --> 00:24:55,919
it doesn't make them as happy um

746
00:24:54,240 --> 00:24:57,679
that's a simple it sounds simple but

747
00:24:55,919 --> 00:24:59,360
that's as simple as it can be

748
00:24:57,679 --> 00:25:03,120
is understanding what your audience

749
00:24:59,360 --> 00:25:05,919
wants so that way you can deliver on it

750
00:25:03,120 --> 00:25:08,080
and talk about that and paint that

751
00:25:05,919 --> 00:25:11,520
vision for the future that they can

752
00:25:08,080 --> 00:25:12,960
have when they resolve the problems

753
00:25:11,520 --> 00:25:15,840
you're talking about that they

754
00:25:12,960 --> 00:25:17,520
actually are experiencing and then they

755
00:25:15,840 --> 00:25:19,600
can follow through with the plan and the

756
00:25:17,520 --> 00:25:22,960
products and services that you offer

757
00:25:19,600 --> 00:25:24,240
then you will win over customers all of

758
00:25:22,960 --> 00:25:27,200
the time because

759
00:25:24,240 --> 00:25:28,000
you're catering your message to be about

760
00:25:27,200 --> 00:25:29,760
them

761
00:25:28,000 --> 00:25:30,960
yeah so basically uh you know talking

762
00:25:29,760 --> 00:25:32,720
about the script and how it's supposed

763
00:25:30,960 --> 00:25:34,799
to fit in with the rest of your stuff

764
00:25:32,720 --> 00:25:36,080
um really when you go ahead and you

765
00:25:34,799 --> 00:25:38,159
create this video sales letter and

766
00:25:36,080 --> 00:25:41,039
you're able to identify all this stuff

767
00:25:38,159 --> 00:25:42,400
um you know creating a list to create

768
00:25:41,039 --> 00:25:44,240
your video sales letter

769
00:25:42,400 --> 00:25:46,080
then you'll have you know it can act as

770
00:25:44,240 --> 00:25:47,840
basically a springboard to launch into

771
00:25:46,080 --> 00:25:49,360
some of your other videos as well

772
00:25:47,840 --> 00:25:52,080
really this could be a foundational

773
00:25:49,360 --> 00:25:53,440
piece for you for someone to craft

774
00:25:52,080 --> 00:25:55,600
and once you have this video sales

775
00:25:53,440 --> 00:25:56,240
letter in place really you know you can

776
00:25:55,600 --> 00:25:59,360
you can

777
00:25:56,240 --> 00:26:01,679
stem everything off of this uh and so

778
00:25:59,360 --> 00:26:03,919
really it's it's kind of an anchor and

779
00:26:01,679 --> 00:26:07,440
it can really help to

780
00:26:03,919 --> 00:26:09,039
to drive those those other um

781
00:26:07,440 --> 00:26:10,480
video pieces so what other video pieces

782
00:26:09,039 --> 00:26:13,919
down would you say could

783
00:26:10,480 --> 00:26:16,720
be a part of this whole system oh yeah

784
00:26:13,919 --> 00:26:18,400
uh a series of ads if you think about it

785
00:26:16,720 --> 00:26:20,000
you know you can have instagram story ad

786
00:26:18,400 --> 00:26:23,039
that's 15

787
00:26:20,000 --> 00:26:25,039
seconds plus depending on the type of ad

788
00:26:23,039 --> 00:26:26,159
and you can have the hook you can have

789
00:26:25,039 --> 00:26:28,880
the problem

790
00:26:26,159 --> 00:26:31,200
and you can have the call to action all

791
00:26:28,880 --> 00:26:33,120
delivered within 15 seconds

792
00:26:31,200 --> 00:26:34,640
um and if you find that as you're

793
00:26:33,120 --> 00:26:36,960
putting this framework together because

794
00:26:34,640 --> 00:26:39,200
we're covering all these primary pieces

795
00:26:36,960 --> 00:26:41,840
which honestly are going to be

796
00:26:39,200 --> 00:26:43,679
also throughout the written word the

797
00:26:41,840 --> 00:26:46,880
sales copy that's on your sales page

798
00:26:43,679 --> 00:26:49,760
and website if you're unclear on

799
00:26:46,880 --> 00:26:50,799
one area of this framework like ooh i

800
00:26:49,760 --> 00:26:52,799
don't really know

801
00:26:50,799 --> 00:26:54,559
what the perspective is i don't know i

802
00:26:52,799 --> 00:26:56,799
don't know what the belief

803
00:26:54,559 --> 00:26:58,240
that i need to create my customers is

804
00:26:56,799 --> 00:26:59,919
about themselves

805
00:26:58,240 --> 00:27:01,200
then that means one you need to do a

806
00:26:59,919 --> 00:27:02,480
little bit more clarification on your

807
00:27:01,200 --> 00:27:05,600
messaging

808
00:27:02,480 --> 00:27:09,520
and two um

809
00:27:05,600 --> 00:27:12,159
you need to get that written down

810
00:27:09,520 --> 00:27:13,120
um once you clarify that because when

811
00:27:12,159 --> 00:27:15,520
you do

812
00:27:13,120 --> 00:27:17,200
then your sales page will be done right

813
00:27:15,520 --> 00:27:19,360
your video will be done right

814
00:27:17,200 --> 00:27:20,480
and then anytime you go to talk about

815
00:27:19,360 --> 00:27:23,679
any form of

816
00:27:20,480 --> 00:27:26,799
your your audience they can know

817
00:27:23,679 --> 00:27:27,840
that uh you know you know what you're

818
00:27:26,799 --> 00:27:30,000
talking about

819
00:27:27,840 --> 00:27:31,440
and it's you know and so understanding

820
00:27:30,000 --> 00:27:33,840
each of these pieces

821
00:27:31,440 --> 00:27:34,799
like josh said is essential is going to

822
00:27:33,840 --> 00:27:37,600
completely guide

823
00:27:34,799 --> 00:27:38,720
all other types of videos and one thing

824
00:27:37,600 --> 00:27:41,760
i would revisit

825
00:27:38,720 --> 00:27:45,200
too is after people

826
00:27:41,760 --> 00:27:45,840
download or buy the product that you're

827
00:27:45,200 --> 00:27:47,919
presenting

828
00:27:45,840 --> 00:27:50,000
on this page where your video sales

829
00:27:47,919 --> 00:27:52,159
letter is existing

830
00:27:50,000 --> 00:27:54,159
then there can be a confirmation video

831
00:27:52,159 --> 00:27:56,000
that revisits the payoff

832
00:27:54,159 --> 00:27:58,080
okay congratulations on downloading

833
00:27:56,000 --> 00:27:59,440
congratulations on buying

834
00:27:58,080 --> 00:28:01,279
what you're showing now is your

835
00:27:59,440 --> 00:28:04,880
commitment to

836
00:28:01,279 --> 00:28:08,320
x which means resolve this problem

837
00:28:04,880 --> 00:28:11,200
or experience this payoff

838
00:28:08,320 --> 00:28:13,600
and so that those types of messages are

839
00:28:11,200 --> 00:28:16,000
going to guide all other types of videos

840
00:28:13,600 --> 00:28:17,600
and then once they jump into your

841
00:28:16,000 --> 00:28:20,080
product or service you know you can have

842
00:28:17,600 --> 00:28:24,000
other videos that help educate them

843
00:28:20,080 --> 00:28:26,000
further on these different areas as well

844
00:28:24,000 --> 00:28:27,679
another thing we recommend and we're

845
00:28:26,000 --> 00:28:29,279
getting a little more into other types

846
00:28:27,679 --> 00:28:31,600
of videos you can create

847
00:28:29,279 --> 00:28:33,279
that are essential to your business but

848
00:28:31,600 --> 00:28:34,880
is doing an faq video

849
00:28:33,279 --> 00:28:37,760
an faq video so frequently asked

850
00:28:34,880 --> 00:28:39,679
questions and addressing um

851
00:28:37,760 --> 00:28:40,799
well like the people section for example

852
00:28:39,679 --> 00:28:43,919
you can say

853
00:28:40,799 --> 00:28:45,360
what types of people is this product or

854
00:28:43,919 --> 00:28:47,360
service for

855
00:28:45,360 --> 00:28:49,840
and then that's when you can expand upon

856
00:28:47,360 --> 00:28:51,840
the idea of who it's for or

857
00:28:49,840 --> 00:28:53,200
what types of problems does this project

858
00:28:51,840 --> 00:28:54,720
or service solve

859
00:28:53,200 --> 00:28:57,120
and you can expand on the problem

860
00:28:54,720 --> 00:28:58,240
section more and so it really is going

861
00:28:57,120 --> 00:29:01,600
to guide all

862
00:28:58,240 --> 00:29:03,919
other areas of your messaging of your

863
00:29:01,600 --> 00:29:04,640
offer of your products to services

864
00:29:03,919 --> 00:29:07,679
marketing

865
00:29:04,640 --> 00:29:10,159
everything when you get clear on this

866
00:29:07,679 --> 00:29:13,120
video sales letter script

867
00:29:10,159 --> 00:29:14,480
awesome yeah so uh so very powerful

868
00:29:13,120 --> 00:29:15,840
piece here we you know

869
00:29:14,480 --> 00:29:17,600
wanted to bring that portion to you you

870
00:29:15,840 --> 00:29:19,039
know this is it's so different than uh

871
00:29:17,600 --> 00:29:20,159
than any other script that you'll that

872
00:29:19,039 --> 00:29:22,480
you'll create

873
00:29:20,159 --> 00:29:24,159
uh in in some ways you know but it's a

874
00:29:22,480 --> 00:29:26,600
video sales letter and uh

875
00:29:24,159 --> 00:29:28,880
yeah like i said feel free to go to

876
00:29:26,600 --> 00:29:31,440
videosupply.com

877
00:29:28,880 --> 00:29:32,240
resources and you can go ahead and pull

878
00:29:31,440 --> 00:29:34,399
that resource

879
00:29:32,240 --> 00:29:36,480
and use it today for your business and

880
00:29:34,399 --> 00:29:38,559
and uh understand how that

881
00:29:36,480 --> 00:29:40,240
structure is going to work for you in

882
00:29:38,559 --> 00:29:41,840
your sales funnel process

883
00:29:40,240 --> 00:29:44,480
dalan thanks so much for joining us

884
00:29:41,840 --> 00:29:46,559
today of course and uh

885
00:29:44,480 --> 00:29:47,679
we will turn you guys loose uh be sure

886
00:29:46,559 --> 00:29:49,520
to watch out for our

887
00:29:47,679 --> 00:29:51,760
for our podcast next week we'll be doing

888
00:29:49,520 --> 00:29:54,159
this uh weekly and uh

889
00:29:51,760 --> 00:29:56,399
hope to uh have you guys follow along

890
00:29:54,159 --> 00:30:00,559
thanks dylan

891
00:29:56,399 --> 00:30:00,559
all right see you in the next one

YOUR HOST

Dallin Nead

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.

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