Video of you speaking directly to your prospects can be incredibly powerful for establishing your authority in your marketing.
When you make three-minute videos part of your regular communication rhythm, your prospects have a reason to keep coming back to your site. And even though it’s such a powerful tool, there are some significant challenges that keep many coaches from even attempting to make videos of their own to reach their audience.
I want to de-mystify the video-making process and show you exactly how I do it so you can use videos as a regular part of your weekly content marketing.
First, let’s take a look at the problems most coaches face when making videos.
Don’t Know What To Say
Once you’ve decided to shoot the video, the first problem you might encounter is not knowing what to say.
You’ve picked a topic to talk about, but don’t know how to structure it. You don’t have a framework to use to make the video easy for your audience to understand.
Freeze On Camera
Most of us aren’t used to standing in front of a camera and riffing on a topic on the fly. It can be a really uncomfortable situation.
This awkwardness can cause you to freeze up and stumble over your words. That’s not what we’re after.
If you don’t freeze up, there’s a good chance you’ll start talking and won’t know when to stop. Then, you’ll ramble on and on and on.
When you’re not sure what to talk about, you’re uncomfortable and awkward on camera, and your videos tend to waffle on, then let’s be honest — no one’s going to watch your videos.
Well, no prospects will watch your videos. Your own mother might watch it out of pity, but your real audience won’t stick around for very long.
The opening 15 sec of your videos are important. You’ll either grab your viewer’s attention or lose them. -Taki Moore [Tweet This]
With the right framework…
Instead of staring at the camera like a deer caught in the headlights, you’ll know exactly what to say and how to make it compelling for your audience.
Second, instead of freezing up, talking on camera will feel as natural as talking to a close friend or client.
Third, instead of your videos waffling on and on, they’ll be short and powerful.
When I first started making weekly videos, I experimented with several different formats. Sometimes I nailed it. Other times… not so much.
It wasn’t until I decided to use this simple format that my videos became really easy for me and really engaging for my audience.
#1 — Lead With A Hook
Everyone watches videos with their cursor hovering over the X button.
As the video starts playing, the viewer is thinking, “Should I stay or should I go?”
This makes the opening 15 seconds of your video critically important. You’ll either grab your viewer’s attention or lose them forever.
That’s why you need to lead with a hook and give them something that says, “The next three minutes of your day is definitely worth spending with me.”
To hook the viewer, we need to do two things really quickly.
First, we need to brand our video. This is super simple. Take two seconds to introduce yourself and the name of your website.
Then, tell them why they should watch this video. I call this part the promise.
- Brand — “Hi, I’m ____ from _____.”
- Promise — “This video will help you by ____”
For example, here’s a common way I like to start my videos:
“G’day rockstar. Taki Moore here from Coach Marketing Machine, and today I’m going to show you the best place to find a Grade-A virtual assistant to take all the menial tasks off your plate so you can just focus on doing what you do best. It’ll be worth the watch, so keep it rolling.”