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Little Videos Big Results – EP. #209
There’s a lot of noise when it comes to selling online.
But one of the most efficient ways to build trust and drive conversions into your business is through videos.
That’s why we were excited to have Andrew Myers in the Content Is Profit Podcast. His experience in selling, media, and advertising makes him a great resource for entrepreneurs like you.
In this conversation we talked about:
🚀 How To Keep Someone Out Of “Maybe”!
🚀 The “Artillery” Secret
🚀 Understanding The Digital Sales Process.
🚀 And Much More!
Tune in and enjoy!
Episode 209 and today we are digging deep into video contented paid advertising. I know of course, how to turn your content into profit. That is right baby in today's guest is the founder of. Next media, Mr. Wrong house, charity and parachute video ads. In a few words, he is someone that will help you leverage video to grow your business.
And you better listen because he's no joke. He built a seven figure company during the pandemic, and now he's developing a new course to help you replicate that success. Oh yeah, let's get these parties started, please. Welcome the video guy, him. Andrew Myers. Woo man. That was hype. what's up? Andrew. Am I allowed to dance a little here?
Yeah, 100. I understand you guys are perplexed wanting to start a soccer show. So I went and got the scarfs this way. It's a bit of a hybrid. Yeah. Hey, I I'm just gonna put it out of there. Thank you so much. By the way, like we literally look like if we were like on a soccer show, we just need like a soccer ball right here and that's it like the that's all we might have to go do that for the ones listening.
What's the team is it is Seattle Sounders, maybe. Yeah. Yeah. Oh, well you must have Sawd the championship logo on the scarf. any, any Seattle sound there's fans out there drop some drop, some love, send us some to I get it. Yeah. I, I remember one of the very first team that caught my attention about the MLS was the Sounders because of their fans.
I was like, I feel like this is the closes. I can see fans on like south America at first. Right. There's also a lot of time ago. Now there's more teams, obviously fans, a little bit more history in there, but that's very exciting. I'm excited. You, you like soccer too. We're gonna have to, you know, well, that's the thing I never even did.
I was in Seattle and I'm like, I heard there was 60,000 people going to the state. I'm like, well, I guess I should be one of them. I like, I watched a guy go down the side elbow when somebody charging as hard as he could. And then he got there and just like the little ballet on the ball and. And then whipped it all the way in and somebody headed it in, I just, the dichotomy between violence and grace, I was like, this is, this is it.
I need to be, I know that they do this. Hopefully one day we can go to Seattle. Like I think that that's gonna be, that'd be cool. We've been in Atlanta and those anyways. Okay. Soccer show. Like we're gonna put it to restaurant now. Contest profit. Andrew. So excited over here, we connected with our mutual friend and, uh, he told me like, like when he introduced me to you, it's like, you guys have to have a conversation with these dude.
And then we, we chatted a little bit, right? Like behind cameras. And I was like, yes, we need to make this happen because you have a few stories out there. You know, other than the amazing business that you're building, especially during the pandemic, like we definitely can relate our business grew during the pandemic, we were able to evolve.
We were able to bring people. Uh, but the, the way that you did it, I think is super interesting. But for those that are not maybe familiar with you, right? Like, cuz you're in this publishing journey now and I'm getting your voice out there sharing. Right? Who who's Andrew like where, where this like entrepreneurial, uh, world for you started.
I started, um, where I think everybody, who's, obviously there's a million ways to sell something nowadays. Um, and content sort of breaks this binds a little bit, but one of the things I find myself talking about a lot is what works with content. What works on Instagram, what works on an ad is just what works in person for a different format.
It's not a new way to do it. And one of the very best ways to learn. Sales and learn how to be, you know, uh, how to ask the right question and figure out what the right thing to say back is, is door to door sales. And that was the beginning for me, um, was literally going door to door, uh, you know, catching your nose every single day.
Uh, I'd go to like business parks. I wasn't doing the like residential version of it. Um, and you learn a lot. You learn about what, what to say, what not to say, but more importantly, you learn to get the person you're selling, talking. The more information you can get out of somebody when you feed that back to them is part of your sales premise.
Now you're selling, you're not just talking. Um, and then that has been super, uh, important as I've gotten older and transferred my sales skills to a new medium, this desire to know something about somebody before I make the ad and not make an ad and then figure it out later has been, uh, a huge, been the whole of our success Essent.
I, I love it. Um, door to door sales. Can we talk about that for a little bit, because please I can talk about it all day. Okay. So we've had a few people in the show that that is their background, right. And we tend to see that they have such a competitive advantage over so many people. Right. And, you know, I don't think we, we never did do door to door.
Right. We went, we went out and sold like this soccer program to schools and parents and we, it was terrifying and we were selling a $30 membership. Right. And then we were knocking on doors, on restaurants to sell video a video service and different things. Right. So maybe a hybrid of it, but we never did the traditional, Hey, I'm gonna walk through this neighborhood or even to business center.
Right. So I'm, I'm very interested to know. How did you decided to go there first to that, like tackle that opportunity, right. And second. How was your evolution throughout? Because, you know, in a sense we've been able to do it digitally, right? When we decided to start this type of business that we're in.
But I'm very curious, like, why do you decide to do something like that? Where most people are like, terrified to do it? Well, it definitely found me. Um, people who know me now know me as the, the extrovert. I mean, that's, that's kind of who I am, but when I was 17, I dropped outta high school and this was the job that I thought I didn't realize I was even going door to door.
Just applied to a AB and next thing you know, they're walking door to door selling toys, and you know, the person in me is thinking, God, I would've done it this way. I would've done it from day one. I was already like, you know, all right, give me the bag. You know, this is stupid, but give me the bag, let me try it.
um, and, and so I've had people ask me, like, how do you get through the, the rejection and this, that really is the accurate question to ask. Like, I'm trying to get, figure out how to get my daughter into this space as she gets older while keeping her safe, uh, because what really happens. You learn to you learn to hear no without having the person go, no, I don't wanna booger off, you know, there's a zero, there's a zone in there where you can kind of keep somebody outta maybe, and have a sales conversation with them and kind of trial close them.
And this is still what we do in our paid advertising. Um, and that to me is the essence of the sales situation. So the first thing, when you go into a situation that you're not supposed to sell somebody, you walk up to 'em, you got coloring books and stuff, you know, you're supposed to talk to 300 people, a.
By design 280 of 'em tell you no. Yeah. About a hundred of those try to do so rudely. You know what I mean? um, and then what you're trying to do is just find the 10 or 15 people who are gonna say yes for no reason. Sometimes you'd be selling a, a purple bear clock and somebody buy it because they love bears and somebody buy it cuz they love purple.
Uh, you know, everybody's got their own reasoning behind it and you finding out that like, okay, I almost can't get enough nos to, you know, when I, when I counsel people about building their own business, I get 'em ready. And then I say, okay, now go get 20 people to. Telling you? No. Yeah. And they always want a business plan.
That's about how to get the first five yeses. And that's it. That's what it looks like. They're the world to go get those 20 no's. You're gonna refine your pitch. You're gonna hear what works and what doesn't work. You're gonna see the things that you're doing and the effect they have on people's face.
And you're gonna get lucky at the end of the day. So it teaches you a sort of, you know, like you look at a picture and it's a negative. And it's like the opposite of what the picture is with this particular problem. That's how it is. You're looking at it wrong. You need to look at it in terms of how am I gonna, how many people can I faithfully present my product or idea to and have, and have them turn me down before I eventually get one and not, how do I make the perfect pitch to nail the first pitch?
You know, the first fish I get on the line. Yeah, so, so, so good. Let, let me see if I understood this correctly. Were you going door to door to sell toys? Yes. Yes. Wow. I mean, I'm talking, I'm talking like little knives, little coloring books, little watches. I did an umbrella that had a duck face on the umbrella.
Uh, and a million other things every day you'd walk in and it'd be just stuff in business. What in business complexes. This is, I mean, this, yeah. My mind is like, this is probably one of the most difficult things to sell during. Yeah. So that's what it was. I thought I was going in to be a warehouse manager.
Right. You learned this warehouse, it's all this like wholesale crap. So I've learned since then, I used to do this as a. I I want time. So now I can do it anywhere. Cause I can go to the dollar store and find stuff I know will sell for $5, $7, $10. Right? So this is, I don't need the, like the like cold that just born all this stuff out eventually, cuz it was a cult.
Um, but you know, so I've actually went before and the, the dare started off too bad. This was like before Instagram, this had been a great, like. You know, Twitch video, but, um, I would go out and I would literally beg for 50 cents. I'd put it in and get the, the, uh, newspapers. I'd pull out all the classifieds of the newspapers and I'd I'd group the coupons together.
And again, it's all about asking the right question. I'd go around. Hey, do you use tide? And they'd go. Yeah. And I go, look, I'll give you, you know, I'll save you $55 with a tide with these coupons. You got six months to use them. And it's just like reorganization of begging basically. Yeah. And they go. And I'd come up with $15 by selling the, uh, coupons.
And then I would go to the dollar store and I'd buy $15 with stuff and sell it for 60. Um, but yeah, so you actually hit it right on the head. I was, you know, basically a high school drop. I thought to myself, man, uh, I dunno if you guys have ever read the Alchemist, uh, but he talks about how now that he could always go back and have sheep at this point.
And that's what this was for me was like, I'll always be able to make at least $125 a day with crap in a bag by just going around, making people laugh and being memorable and not, and not even trying to sell 'em per se. I mean, you work on your technique. If you work on being real succinct and motivating, but at the end of the day, you're just letting like 80% of the people tell you, no, it's not your job to talk, turn 'em into a yes, it's your job to faithfully, you know, create those opportunities.
And, uh, it is a, it is a revelation. Uh, changes the way people prospect. When I started off in car sales, everybody was standing around doing what they do. I didn't even understand what that world was. So I instantly started printing business cards, going out door to door, handing them out, giving away free car washes, and the phone was ringing off the hook, cuz I'd call everyone in the classified ads.
But it's like everyone would come around. They'd say the same thing that person's not likely to buy. And they were right. That's why I stacked 200 of them. yeah. You know, and, uh, I mean, I was busy the time I got there to the time I left, uh, right out of the gate, I was just telling as many as the other guys, I wasn't making as much.
Cause I didn't know the business, but I was getting the volume. And yeah, once you've learned, like I said, it's like a photo, you know, for people who can look at the negative of a photo and see what the photo's gonna be. Yeah. You invert the whole way. You look at how you develop a sales funnel, you know, sales, isn't your ability to close the, the next person.
It's your ability to feel the hopper. Yeah. Interesting. What real, real quick, I'm wanting to ask this question for, you know, like native sales people kind of like, like you, I feel is what did rejection. Did to you, right? Cause I mean, like you're saying you get rejected plenty of times. Yeah. Right. When you're at door to door, I'm guessing when you're door to door, trying to sell like umbrellas with little things on top, you're gonna get rejected a lot.
The umbrella, uh, with the duck on top was a hitter. So most the time, most the time. Yeah. So what, what, what did it do to you? The rejection like mentally, um, you know, what change? Well, there's two ways to look at it for. You know, you ask a girl for a kiss and the way you ask it will determine how hurtful it is when she says, no, thanks.
Right. Mm-hmm uh, so you learn to ask it in the right way and you learn to trial close people and you learn to, to not ask for the business, unless you think still you learn to read people essentially, right? Yeah. Back to that question and you'd show people things. And one of the reasons I did so well is I'd find the thing they wanted.
And instead of discounting it, which was the premise, this is 30. You can get it for 10, I'd say, but if you buy it for me, I'll give you all this type of crap free. And I just stack up everything else that I had. So, you know, it was, it was about really learning when I had the, the go, um, people still sit on demos with clients, with me and go, dude, it's so weird.
Like I've never heard you ask anyone for the business. Cause I, I still don't. I, I pitch, I try clothes. I pitch, I try clothes. I ask for a question, I go back and then work on. Eventually somebody goes, so what do I gotta do to do this? You know, they're, they're ready. Yeah. So you learn how to ask for the business in a way that the answer is it?
No, thanks. Bugger off. You know, so it, it, it helps you build that confidence. You can essentially take a no, but not take it right on the bow. You know, ships are designed to sort of glance some of the rounds off of them. You know what I mean? Yeah. You learn how to come, come at the question in a way where you don't take the no, as a direct hit.
Yeah. Um, then the second one is you learn that a direct hit is pretty damn survivable. Um, if you guys have, you know, ever been in a fight, the best thing that can ever happen to a nervous kid is that they get punched in the face. Cuz then you go, well, I didn't, I didn't die there. You know, I got, yeah, I got at least three more of those in me before I'm staring at the.
So, so yeah, sometimes it's just that awareness that, wow, I just got hit with a really, that guy actually tried to ruin my day. He called me a loser, you know, cuz you'll get 10, 15, 20 of those each day. So the ones that don't deflect off the bow, they, you build a callous, you do on your feet and you learn that guy.
You know what? That guy can't hurt me. He just tried. I mean, I, you know, I had people throw stuff at me that would've hurt, but I'm spry I'm right on my feet. um, but you know, you learn that. Wow. I, I survived that. And if, and if surviving a no could be a business, then that's what sales is, right? Yeah. So you learn, wow, I've got this, I've got this, this callous on me now.
So now I don't get hurt by no's the way other people. And so without being more talented to them, I can always be more productive than them in sales. Yeah, absolutely. I I'm, I'm looking back at my past and I'm like, man, I should have some offers when I, when I was trying to kiss some girls. Right. I was like, Hey, yeah, that's Laro well, that's the, that's the concern is my daughter.
She's gonna have an easier life than I had that's for sure. and how, how do you get her out there needing to hear yes. So bad that she'll endure her 280 notes. How do you. Skill in somebody that doesn't need to be out there. You know? I mean, I, I needed to, or I was gonna be homeless. Um, yeah. I'm sorry. And so, you know, that's, the downside is like, how do you take somebody?
I have people who are got money and they're still coming to me like, Hey, I want you to help me, their friends, you know, develop my business. Okay. Well, let me walk you through it. And at the end of the day, it's like, man, you are way too soft. Just like putting a dog through a car wash. You know, it won't come out the other side.
If, if I give you the real advice you need, which is go get your nose. You know what I mean? You're gonna, you're gonna die on the vine because you're about how do I build a business without any friction? That's the question they're really asking me. Right? How do I do it easily? How do I do it without damaging my pride?
How do I do it without changing? Um, you know, but the Hulk never turned greened until something hit him really hard. Yeah, they're look, they're asking the wrong question. So, I mean, with, with publishing, right? Like when we first started, right. Part of the fear and when we had people doing the 45 live challenge, right.
That, that is part of the thing, right? Like we're, we're so scared of that, that, well, in this case, judgment, whatever, or my thing is not really. A good thing, right. At the end of the day, are you really, do you really believe in what you are talking about? Right. Are you are really this, uh, upfront with it, right.
And it comes down to that. So, uh, then on top of that, right? Like whenever you conquer or in, you know, I'm doing quotation marks here, whenever you conquer the publishing. Right. Then the fun part begins with sales. Right. And the, on the other end. Right. Or it could be together. Right. Like we believe that that's Mary, it's a whole, just one process.
Right. But for those. I mean, you mentioned it right? You're you're natural. Extroverted, right? We talked about the extrovert, uh, theory. So I am now, I, I actually skipped the lead, buried the lead there on that story. I was a complete introvert until the day I went out and started selling cars. I had never kissed a girl.
I had, I had a lot of friends in high school. We were cool. I knew everybody knew the popular kids. I knew the dorky kids. I didn't hang out with them. I didn't go to their parties. I was a coder and I absolutely was an introvert. And then that was where I just watched somebody do that and flip, but go ahead.
Yeah. So I, I, my question goes in that direction, right? Because there's a lot of people listening out there that might not like that might be in that same position that you wear. Right. Or they see us publishing on, you know, 209 episodes. It says easy, but it like, he's been a journey, man. Like yeah, just more consistent.
Right. But I've been, I've been training people. So part of my agency's thing is that we take very specific videos based on something we know, and we play them to somebody at just the right time. So in order for that to work, I gotta be able to harvest all these videos from the client's staff. So I've been dealing with this for the last year extensively, which is how we ended up in this course business.
Yeah. Um, so I've been trying to help them. Part of it is mock. So I remind them that like, if this is 1860 and you only get one picture of your, in your whole life and you gotta wear the stupid hat because you lost your hat, then you know, your kids are gonna think that you liked that stupid hat and that you wore it every day of your life.
So you should be afraid of the camera. I get it. You know, but this is, you know, the trick now is to expose yourself to the camera so much that if I come on, you know, I put so much of myself out there and you guys are the exact same way. If you came today with terrible hair, they wouldn't think you were ugly.
They're thinking you're having a bad hair. So I try to remind people that it's gonna be the aggregate average and that you shouldn't worry. And then another, another way that I, I mock and shame them into, into doing the videos is people say, well, I'm too ugly for video. And a lot of the people that told me that were in the car business, uh, and I said, well, if you're too ugly to it is called taking an up when they get a new customer.
So, well, if you're too ugly to be on video, you might be too ugly to get it up, bro. cause we can see you. I dunno if you know that or not. All of us here are looking at you and that's how you look. So yeah, the video's only gonna help. Expose things you didn't like about yourself. I used to do this thing. I think it started as a pitcher in, uh, in little league and I'd throw a ball and I'd sort of nervously adjust my shirt like this.
It's like, like blaming the shirt, you know? Oh, it's like, you know, yeah. High and wide, the shirt's loose, you know? Um, but it like stuck with me and I noticed. It on video first that when I would talk to people up my, with nervous energy, I'd sort of always be readjusting my shoulders. And I wasn't doing that just on video.
I was doing that at parties. I was doing that everywhere in my life. The video only helped point it out. Yeah. And so I understand why people are, you know, they don't like that first product. But what they need to understand about video is unlike everything else you do in life. Like I've been doing yoga.
My friend came over today and he's like, that is horrible form. What have you been? And I'm like, well, I do it by myself out here. Like I'm not improving any, you know what I mean? You too. I'm just, I'm just out here stretching, you know what I mean? Basically, not even doing it well, But with videos, you review every product, you do, you, you, you recover and you change something.
That was the thing you hated the most about the first one that you did. And every single video you do is better than the one you did before. So the challenge is again, just like the law of averages with getting your nose, the challenge isn't doing the first video. I mean, that's the hardest part. The challenge is doing the first.
Because after you've been doing 50, if you drew you on a bell curve, your ability to create that shorthand content is in the upper 10% of people in the world. You know what I mean? Mm-hmm so it's how do you get through the first 50? How do you make the first 50? Not the first 50 of videos, but the first 50 adjustments.
Yeah. Um, one of the things we talk about a lot with, in our video coaching businesses, you know, I was an artillery guy in the. So, you know, we fire these rounds, they go eight miles away. The earth is spinning under the round. The round is spinning and drifting the whole time. There's a ton of math that goes involved.
And at the end of the day, I think most people are, are, uh, you know, at least surprised to find out that we almost never hit the target on the first shot. Almost never happened. So the by design, it was 75 yards left and then somebody could go, you know, over 75, you know, and they'd call it back and then we'd make the adjustment and then boom, bullseye.
Right? Well, everything in our life should be this way. We shouldn't expect the first round to hit. We shouldn't expect the first video to be a banger. You know what I mean? Doesn't have to work that way, but if we can look at the video and go, well, okay. You know that that's not good. Maybe this is good. Um, and another thing that is interesting about that.
We guys have a very similar background. This, this, uh, thing on my wall is the first video business I built with my brother. I had no clue how to film or how to make these things. The only reason I was successful is because I could look at something and go, well, that sucks. Damn. That sucks. That looks really bad.
Why does the background look forward? You know, why is he facing that way? Why is that reflection on his face? And literally just one at a time, I just was able to notice things. Yeah. And then, and then that's when that's when the whole like, methodology that I've created in the course came out where it's like, okay, so you stay in here, you hold the thing like this, you keep the scripts to be this.
But like literally I found it the way a blind person would find themselves out of a hotel where most of the doors were locked. You know what I mean? By bumping into a lot of locked doors and going that looked really bad. Why did that sound so tin? It's not and little by little, you know, the only thing I did well, Was stick it out.
I would notice something sucked and I'd fix it. And, and most of the time by fixing it, I would just try three other things like a baker that didn't know how to make a pie. Um, and so I think that that's a really important thing. People need to know going into video. And we were, you know, we were talking about overcoming the fear of video.
Um, is just do it. You don't even have to share it with anybody. You don't have to show it, do a documentary, uh, go on TikTok and make jokes about other videos. Just get used to seeing your face on there. Like yeah. If you think that I don't hate the way I look, just like you hate the way you look, you, you know, like everybody's gotta realize we're all coming from the same place.
We all hate it. Yeah. Uh, you just, you, you work with what you have. You get used to the camera, you get used to the process. Um, and when people start to equate how much actual money comes from that new discipline, they'll, they'll realize that the juice is worth the squeeze. Oh. So much. And it's, you know, it's, it is long term, right?
Like what are we talking about here? We, we hear a lot of, uh, You know, we started a business, right. We, we were driven by, by greed, right at, at first we're like, we, we, we need money. We need to figure this thing out. But then the why and the purpose completely evolve and change. Right. And then this is the thing that we do and we're committed to it.
And at the same time, like if you're listening right now, like what is the business that you're doing? What is the, that thing that you're working towards? Is it worth. For you to like go through this pain very quickly, right? Because like you, you said it like 50 videos, let's say let's grab 50 as, as that line.
Right. How do we accelerate that as much as possible? So then we can feel comfortable to then continue to evolve. You know, I remember the, the day that we published our 50 episode, like, it seemed like the, the biggest thing ever, right. Even after doing a couple seasons of 45, that, what do you, what do you think of the first 20 when you, you went back and watched it, how did they make you feel.
Oh, I, I just, yeah, laugh. It's sad. I cry. No, it's okay. No, so we, I be like, they made me feel warm on the inside. Yeah. Nostalgic. I, yeah. It's like, so I, I re I mean, we talk about this, right. It was just fancy and I, and we literally drift and we just grab a framework of let's tell story. And what's the lesson here, right?
And then maybe I don't think we would've been able to take on guests and, and have a, a free flowing conversation. Like we're having today. If those first 20 episodes never happened. Right? Yeah. So it was like, we just like ripped the bandaid. Right. We had a lot of people. Yes. Like that supported us, probably the people that didn't like, it didn't tune in and didn't see it.
Right. But guess what? That allows us to put in the reps. Right. And we decided to do it three times a week to be able to do this. Right. Just look at the timing that you guys, you guys, you guys do a live. Open or live show open, right? Like, yeah. And you guys got the timing down, the sound board, is there, like if somebody's not gonna do podcast until they get to that level of timing and execution, then they're just not gonna do it.
And so, you know, you have to give yourself that leniency to go listen, man, my guests are not gonna look at that and go, that's the best I've ever seen. They're gonna look at that and go, well, he got better from last week. And as long as that's your focus, you know what I mean? Then you literally. Stay on the gas.
So let let's talk about that for, for a second, right? Because when we let's say, and by we, I mean business owners, right. They get a new client, right. And you need to start giving them some, some wins to get them excited, right. To play the long term game with you. Because if there's only one goal that is six months ahead, it might be a little bit challenging for them to stick with them.
Uh, so how. You know, how do you present to them? How do you tell them, Hey, you're gonna suck at first. Right? Like there's a big possibility. So let's I tell 'em that artillery story to start off with. And I say, if you think that I'm gonna be disappointed when the first one sucks, then you don't understand what my job is.
Cuz I've got 40, 50 people a day sending me their videos and I'm coaching them. And I promise you, you won't be on the bottom of the heap. Mm-hmm um, secondly, if you think your videos, if you think you are gonna like it, you're on the wrong spot. You know what I mean? Um, no different than when you start a new workout, you know, your form's not gonna be good.
You're gonna fatigue easily. You're gonna get frustrated quick. You're gonna be sore the next day when you watch it. Um, you know, and you you're gonna lean in on this. This is gonna be a process is what I try to tell 'em I normally. Have them start. The course that we developed was actually just developed in house.
It was supposed to be just for our clients. And then we realized, man, the course might be better than what you know, our agency is at this point. um, but we go over with them, how to focus on lighting, how, you know, a lot of people make mistakes. They believe that that a lot of light is good. When a lot of light doesn't help.
It's directional light, flat, directional light. So we show 'em how to use windows and, and big glass, things like that are in a lot of the dealerships. We talk about framing, how to take advantage of the third rule and how to grip the phone. We show them very particularly. How to hold the phone so that they become the steady cam and the phone is always out there looking back at them.
And they're not having to think about izing themselves while performing yeah. This way. The performative part is all they're focused on the camera's like, you know, a dude walking with them or a lady walking with them. Yeah. And we give 'em just these very, very basics. So the way that we get 'em introduced is actually in the last one is scripting like how to create a script.
That's actually very recordable how to do it in three act structures. So you're not memorizing the whole thing. You can pitch the problem and then come. Uh, but the way we get them started to your question is we have, 'em do it with photos. Go take a selfie that that's in the right spot. And then, and, and the big part of the reason we do that is that that'll help them.
Like you said, hate their first video, less when you get them in the right light. Most men have never been in a makeup mirror. So you get 'em to stand in front of a big window and hold their phone against the window and start talking. They actually liked the way they look more than the way they did when they were brought teeth that day.
You know what I mean? They're like, so that's a big. So we try to get 'em in that first position where they're the techniques they're using to get the camera and the situation and the scene set up. And then all they have to do is focus on themself and their performance within it. Um, yeah, and I think that helps a lot, cuz you.
It's like the college quarterback thing, you know, you get to the NFL, things are happening so fast. You're just glad the football ended up in your hands after you said hike, and then you gotta worry about who to throw it to. And then it slows down over time. Yeah. In the beginning that person's, you know, their wife's looking at 'em, they're nervous, you know, they, they can feel, and, and all this stuff's going on in their head, they screwed up the script the first two times.
And they're, they're still yelling at themself while they're trying to execute the next performance of the. Yeah, which for anyone who's ever played golf, you can relate to that. You know, , don't shake it, don't shake it. I swear. And you realize the only thing I thought on the whole back swinging was don't shake it.
I never had a positive thought that the whole time, uh, so, you know, you just need to give them enough materials that they can get out there and find some success. Yeah. Um, I've got a rifle back here. That's a good metaphor here. I've got my rifle. You gotta be good to shoot it. You gotta know what you're doing.
And then I built a nine millimeter version of it with a really light trigger and all the right stuff. So I can hand it to any idiot and they can go out there and find some moderate success with it and go, wow, this shoot and sports stuff is fun, right? So this is the same thing we try to, we try to eliminate enough of the variables that will absolutely hinder their success.
Keep them from liking their content. We just span 'em on the butt and just stay on 'em every day to make something so that they can improve. Yeah. This is a good, I love how the, the win, right. Is the production. You gotta get something out there, right? Like, cause I mean, yes, we, we can't relate content to profit obviously, but there's many steps in between.
Right? One of those is like, we gotta create, we have to shift our mindset between consumer. To creator. Right. And I love the fact that, you know, you guys stick this approach because as I'm listening to you, I'm like I'm walking in my head naturally. That's exactly what happened with us. When we decided to do 45 light, we got to the point where it was like, screw this, right.
We're actually gonna go do this because we had a very negative experience trying to be perfectionist and try to be all this X, Y, Z. Right. And we're like, you know, Remove all the friction. Right? How do we eliminate all the variables? Like you said, right? Uh, what are some of the common, like hold ups that you see with your clients, with the people that are taking your course?
Right. Because I think people listening to, to the show, they obviously listen to the, the background music and they, they listen to the perfectly choreographed intro that sometimes we screw it up even on episode 200 when my mic fell off the ground. So anyways, they'll listen to all these things, right.
They don't have the mic. So what are some of the hold ups? Right? Because sometimes. Or many, many times we compare ourselves to that top version. I'm not saying that we're top version. Well, no. And I, and I could tell you, cause, cause not everybody's in podcasting. So some people are gonna make a video, make a product one time and then try to build their business with it for a year or somebody's gonna make a video and it's gonna be an email response to everyone who signs up for something, you know?
So everybody's got 'em for a different reason. Yeah. At the end of the day, the thing that's holding everybody. And this is again, one of the key ways we try to motivate people in, in our own business is that they don't believe the juice is worth the squeeze. They know they should make a video. You know what I mean?
But at the end of the day, if I knew that doing AB day, 10 days in a row would hands down 100%, give me a smoking wash board set of abs. Or if anyone else knew that they would approach AB day differently, there's a vaguery between our effort and our. And we're not, no, one's really sure how to crunch that.
And with video people vastly underestimate how far it can take their brand, how far it can push their business, how much it can increase their sales, how much it can increase their awareness of people. And then people's awareness of them. And they aren't valuing the size of the prize heavily enough. To overcome the, the discomfort of the, of the production of the video, you know?
So the nine times outta 10, it's just convincing somebody that there is this isn't like make a video, put it on YouTube and hope, bro. Your business has a slot for this piece of content. You have to put something there in this slot. Yeah. And it's worth it. And that's a better. Um, better way to get somebody involved is that, you know, we had a guy again in auto and, uh, it was like his number one sales guy.
And I went down there and he said, oh, I'm not a video guy. Oh, okay. Um, handsome guy, good looking and black dude talk really great, huge smile. I mean, the guy, he was brand new when they're top salesperson. So this is a guy who is absolutely a video guy. Like his, the way he looks, the way he carries himself, the way he acts is why people like him.
And he could be doing that for thousands of people a day, rather than. You know what I mean? So he absolutely is a video guy and I said, okay, I'm not gonna challenge you on that. So I said, so, uh, I was on the road, so I had cash on. So I, I got in my wallet quick, got a 50, put it back on, got it in front of the table in front of him.
I see mine in it. I go, so would you go do a video if I gave you $50 and he goes, ah, hell yeah. Okay. So did everybody just see what happened there? So it's got nothing to do with whether or not he's a video guys that he doesn't believe a video can make him $50. So in his case, we just walked through the video.
He was gonna be making, was a response to a new lead. And I said, do you believe you could get a 10% more likely or 20% more likelihood? Of getting the appointment to show up if you send him this. And he said, yeah. And I said, and you close 50% of your appointments. And he goes, yeah. So you could sell about, of every 10 cars you might sell one more.
How much do you make per car? I mean, 2,400. So he makes $600 for every car he sells. And he has a one in 10 chance of selling one a better, you know, a 10% better chance of selling one. So he makes $60 per video. not 50. Yeah. Um, you know, but he just. Those were his numbers. He plugged that in. He did the algebra, you know what I mean, temperature.
Those are all I asked him and it just so happened to work out neatly. But yeah, so, you know, it's this vision that man, I'm gonna go make these 20 dealers just like me taking no going door to door. I'm gonna make these 20 videos. Yes. But only one of them is gonna make me money, but it's gonna make me enough money to justify all 20.
And so, you know, a lot of times it's just, they haven't done the calculus on exactly how this thing is gonna ultimately give them money. So they're not sure am I doing a hobby? You know, I'm doing a podcast. My friends look at me like I'm stupid, cuz only a hundred people watch it. You know what I mean? Um, but that's okay if you've done the calculus that continuing to do so for a year, Mike deliver $45,000 a year to your business or open up a new, uh, funnel for leads, you know, whatever.
Yeah. So, you know, they don't start with, why do I need. And for the people that start there and intimately understand that they're drawn through the problems towards the solutions like gravity, because they want the, they want the squeeze, the, you know, they know the juice is worth the squeeze and they know they want the juice.
So everything else is just in their way for the rest of us. The real problem is that it's a hurdle to overcome. We don't want to do it. And at the end of the day, we're not convinced it would work. And so the, the people who feel that way and identify with that statement, they've gotta back. And make sure that they disprove themself of that theory and maybe they're right.
I mean, maybe their plan is to like again, in auto sales, we see guys go out and make little videos for every car that comes in. They leave it on YouTube. Nobody sees it. That's not a process. That's, that's not a type of video that's gonna make you money. So they probably should, uh, make sure there is a plan.
Make sure the juice is worth the squeeze. Make sure the content you're making has a place where it belongs. Uh, and then how bad do. Yeah. Before you go with this question, I just wanna like share a story because I mean, you share it with the auto industry, but it was very similar to what we were doing in the fitness industry.
When we first started with this. And I wanna repeat what you said, every piece of content, make sure that it has a spot. It has a place. And I remember. We added coaches' videos to the follow up sequences and the follow up messages to the people that did not sign the membership in the first place. This was a boutique studio and it was incredible because it was like, oh my gosh, like the, the impression of these people, right?
And these coaches are outgoing out there and we just build it into that pipeline. People are calling back. We're like, oh my God, book me for first. Next class. I wanna see this coach. I wanna see the other coach. Right. And it's those things and, you know, everything increased, right. Because people are like, so, so excited to see that it's something that's different as well.
It's like, and I, and I wanna point this out because content is not just for social media. There's so many other applications that we do. We ask a couple questions here on the show and we. To share this in the past that their place is not social media. Their place is somewhere else, which if you are into our world, you know where, where that is.
But I love that you're bringing this Perce, this, this new vision, right. That a lot of people might ignore because everything else is. So this reality ran my old business over. Um, you know, I was, I was a salesman. I started making videos that were designed to help, uh, dealerships essentially highlight their business practices and all their products.
It was great. We'd make the series one time and, and we would sell access to that series to multiple markets. So you'd own our Ford series in Cleveland, for example, and we made all this cool stuff and, and for a while, we were even making custom stuff in the beginning and like people would come around and go, well, we just spent $6,000 on this new coffee machine.
Let's do a video on. Who the hell's gonna watch that video. Like, where are you gonna put that video? Like they don't have a connection. And so what you, again, you need like, exactly to your point, you, you need to have a funnel that you've created that demands video, there's empty slots in there, you know, like an ad lib and your job is to create that video that serves that slot.
When you find yourself in a spot where. Videos aimlessly, which is where we ended up. We had clients, we were doing a million a year. We had clients buying these beautiful videos. They were super happy. Their, their check would've always showed up on time, but we were basically wasting their money because they didn't have the processes that demanded the video on their side of the business.
We provide the video. And the training, and then we go, well, don't you realize, like you have this thing about how you price your cars. It's beautiful. People react. Well, why don't you put banners on your site? So that's the first thing people see. Why, why don't you email them to people when they send in a lead?
So they know that you won't negotiate why? And, but for all of those that were there was too much. And, and that is actually. How we ended up selling the video business and starting the agency where I, now I now am the ones using the content I create in the clients create for the, for the, you know, we are the ones exercising, the why part of making the content.
But yeah, I always think back on that, you know, let's do a video on the coffee machine, or let's say it's like, they don't understand that that video two sell is the act of getting the right message in front of the right person at the right time and how you control the timing and the delivery of it is more important than the message.
Because it's all a sales process, right. That's what we're really doing. Yeah. And that's what so different about our business is we go out and get people's attention. We figure out if they're interested in our client's products, but then we stay with them and give them all these different messages based on where they live, what their hobbies are, the products they looked at, whether they're male or female, whether they like soccer or not.
And so then our, that brand that we represent has this continual conversation with somebody to like, kind of keep them invested in what's going on. So there is a demand and we have clients that have 70 to 80 live videos just in their paid advertising, uh, uh, at account. And you know, if you look dogs, we're gonna go, do you love dogs?
Oh my God, you should. Well, I already know you love dogs or you wouldn't get the video. So yeah, it goes right back to the, uh, selling stuff door to. The Facebook knows the question, they know something about you, and now I can make a video that converts on that knowledge and get it served only when appropriate, right?
Yeah. So that's like a showrooming effect. That's building a sales process and not just advertising to people. So, you know, that's sort of our area. We don't make a lot of organic content and sit back. That's your guys' thing. I wish I was, uh, more confident and better at that. I just, I build digital sales processes that, that people have to, you know, like when you go into.
Into a place that sells, you know, uh, furniture. There's always a very organized sales process there. Yeah. We build a digital version of that, a digital super sale. And, uh, and that's the way that every piece of content we have is targeted. We have content that's like, congratulations for hitting our midday flash sale.
Now you get these unique offers and it only plays during the middle hours of the day, you know, but everything is targeted and relevant. And so when people look at that list of videos that they should create, it makes sense. They're like, oh, I didn't know. I. Say, thank you for our happy birthday or thank you for leaving my, like to my, if you go to my.
And you click on, uh, the, the scheduling app, but then you don't schedule with me. You trigger an ad of me on a golf course, and I'm about to tee off and I'm like, Hey, I saw you on my contact page, but you didn't. Well, you just being nosy. You trying to figure out when I'm out here golfing. No, but for real, I'd love to talk to you.
And it's like an Easter egg. You only get that. If you take this one particular action. Yeah. I'm about, I'm about to do that, just so you know, just like, I watch this video. So if I, if I ruin your analytics, I apologize in advance. No, no, please do, please do and do it yourself too. I mean, it's just, just, it's just fun.
And, and around the time where I had the agency that was making the videos and, and not the one. A friend of mine who who's, who was speaking a digital dealer with me was like, um, he, he had an ad that came on my YouTube and he goes, I'm gonna be in room two 10. And, and, and I was like, yeah, whatever, skip, you know, couldn't wait to hit the skip button.
And then he came back in a half hour and goes, you might have skipped my last ad, but don't skip my presentation in room. And I was like, oh God, the Internet's talking to me. . But that, that's where I realize this works. This is, this gives you a feeling, this sort of like, you know, Hey, I know something about you and.
Speak just directly at that. So when it comes to our ability to help people create content, that's where we that's like the first place we go. And then, but to your point, you've got decking out the website, you've got decking out the emails and the first responders you've got decking out the CRM things for old clients.
Hey, it's been a year since we've met. Uh, I mean you can, you've got testimonials that turn into images and graphics everywhere. I mean, There's video type in why you're making the videos. Gotta be the point because the video's job is just to get your facial expression, your tone of voice, your enthusiasm to somebody's ears, so that you can sell 'em the way they would.
If they're standing in front of you, it's not a miracle. And by creating a video, nothing magicals gonna happen. But when you get the right message to the right person at the right time, you've actually created a sales process that just uses video. Yeah. So powerful. I love that. I love that. And we're, we're, we're sadly getting here towards the end, but, you know, because we close before we close it up, we actually have two more questions.
Um, but before those two more questions, I just wanna ask you. Uh, just share a little bit about little videos, big results. Uh, how is that core is gonna help people out and where can they go? And obviously sign up. Yep. So, uh, you guys have heard me talk a little bit about our main aim on the course is getting people over the hump of being afraid of the, the video, giving them the tools to like the first product that they make and some of the rules so that when you make a video, I'm gonna be able to point right away to what you messed up.
Was it the lighting, the framing, the grip, the sound where'd you go wrong? So the technical mechanics is the first part of the series. Then we get into a lot of, uh, videos you can make that don't have a person in it. So we talk a lot about making video capture videos that are actually you on your phone, circling things and scrolling between screens.
We talk about the right way to create boomerangs. which are really effective videos for your, uh, for your business. We talk about how to, how to, uh, jump on memes and gifts and stuff like that on TikTok and tailor them for, for what your business is. Uh, but the biggest thing that we have is helping people understand their actual business, who are the avatars that I need to aim my videos at.
What are the problems that I have right now that are we, I just put a 35 foot wall in my house. For example, it's like a dream wall. It all pushes into a pocket and we ended up with them as clients during the process. Now we're helping. So like their three clients are a new homeowner, somebody doing a redesign on the interior of their home and somebody doing a redesign on the exterior of their home.
So we help 'em line up. These are the three people who we think we're talking to. What are the three reasons why people are not buying a dream wall? They think it's more expensive than it is. They think the warranty isn't as strong as it is. And they think that ultimately it's gonna take longer to put.
So we show all the people on the course, how to line up the problems that you have with the people that you have, create questions and create these really simple testimonials where actual customers talking about your actual problems. Yeah. And it sounds like a lot, but it's actually something you can be, can be done very easily.
Uh, so the course actually goes through samples of other people. Who've done it. We show you how to on a worksheet, exactly how to line your. Uh, and it includes some private coaching on either end to help you line up what your videos should be and then help you review them and coach them after the fact.
So it walks a business owner through how to, how to talk about who you're, how to talk to your ideal avatar about their likely objections that are keeping them from buying, uh, how to build the process around your product and show 'em how it works and show 'em what it does. Yeah. Uh, and how to stay in front of them and stay, keep them engaged throughout the whole funnel, not just on that first ad.
Uh, and it's, you know, I said, it's a business development kit. The biggest thing it does is when you advertise in this way on Facebook, you know what it costs you to get a new customer. So the reason it's little videos, big results is it's not just the results. The video gives you. It's that knowledge that, Hey, I can make a $10 profit customer for $2 and 18 cents.
So if you get through this course and you can come to me and go, look, I make $400 off of every roof job I do. And I can make 'em for $90, buddy. I'll put my credit card in. You need an investor, call me, you know what I mean? um, but when you get to that point in your business, that, you know, you know, you can handle the workload.
And you know, how much a new customer costs. Now you can buy scale, you can buy growth. And that's what an investor wants to see. That's how you build the value of your company. So you can punch in the door and hit a few, not hit a few, do a campaign night, but when you can come to, to someone and say, Hey, it's $8 for us to get a new, dry cleaning client we make on average $55 a month off of them, right?
Like 50, 20, 2 of that's profit. Yep. To keep 'em for an average of 30 months. Now you've got a. Yeah. So we really help, you know, business owners that love their business focus on the very simple set of skills they need to just translate the way they would talk to a customer to customers that aren't in the rooftop that are in the market for what they sell and put them into sort of a showrooming effect.
That'll actually talk about why other customers chose them and, and how maybe some of the things they thought would be wrong or wouldn't. From working with that business or not actual problems. So yeah, it's a, it's a, we're using videos, but it's really a business development kit of how to go out there and find your cost of acquisition and, and grow your business.
Yeah. So cool. Yeah. No, that was awesome. I think it is gonna be very beneficial for, for those that join and I'm sure people gather their credit cards are writing their hands and they're like, okay, where do I sign up? So that's a great segue. So this is a course that we've been building. It's just gonna be retail ready here on like October 1st.
So for anybody listening. Uh, go to little videos, big results.com. And you can actually give me your email. Now I'll give you the course for free for two weeks when it launches. So it should be right around October 1st, but that's two weeks in that two weeks time. It's everything, but the coaching you can get in there and use the worksheets.
You can see exactly what the situation is. You can line up your thing. And to be honest, if you start sending me stuff and ask me to coach it, I probably will. You know what I mean? um, but it shows you how to get in touch with me. So yeah, it's absolutely no cost at. Um, you know, we do pretty well on the other side of our business, so I don't need to monetize this yet.
I'd love to have people's feedback. Get 'em in the course. Love it. So yeah. Put the credit card back in the pocket. uh, get, get the email out it's little videos, big results, and you can sign up now I'll email you as soon as the course is ready and you can go nuts in there for 14 days. Yes. That's awesome.
Guys go right now. Little video, big results.com I think. And sign up. Yeah, I think, I think that's gonna be the action point for everybody because you know, when we eliminated the friction, that's when everything changed for us, we started creating that momentum. And I love that fact that you guys have this very, very solid structure, proven structure.
Right. And you're, you're willing to help, uh, everybody. So the last question is like, where, where will you be if you did not publish. Well, um, I'll give you an analogy. When I was a couple years ago in Seattle, I was, I was a renter and I felt like I really needed to buy a house because the house values were leaving me.
You know what I mean? They were getting so big and I was able to secure a house at around three 50 and three years later, I sold it for six 50. But if you were trying to stay in Seattle, that wasn't very good. Cuz all the homes you wanted to move up to and buy also went up. Right? Mm-hmm but by getting into one home, I wasn't left.
If I was still a renter, I wouldn't even have been able to afford the three 50 house anymore. You know what I mean? Yeah. Uh, so, so, so that's what you're Mo that's what you're leaving behind is in, in life. One of the most, and in physics, one of the most difficult things to do is stay stationary. Going backwards is easy.
Going forwards can be easy, staying exactly where you are, is almost impossible in life, whether that's from your fitness level or, you know, your family situation stay, you know, you have a great day. You wish every day could be like this. Well, it can. And the fact is that he almost needs to get better or.
Yeah. Um, so, so that's the way people need to look at that opportunity is simply being satisfied with your business. Now isn't enough, cuz that might not be your business, especially in harder times, right? So you need to, like I did, when I bought that first house, you need to get on the wave. Now you need to develop these skills now because they're becoming more and more imperative.
To own any business, let alone to grow any business because your competitors will be doing these things. Yeah. So, you know, don't, don't, don't rest on your laurels. Don't be satisfied with your current position because that current position could look a lot worse in two years. So, so get in the game now, develop the skills.
Now, even if they're not productive to your business now, The odds are very, very strong that they will be. And if you don't own a business, find a way to take over this responsibility for your current employer and watch how many potential current employers show up. Yeah. Yeah. Wow. I, I love it. I love the analogy.
I know. I could think about. Was what is the river of thought? Okay. we'll leave that for part two. Yeah. We'll leave that up for part two another day. Uh, yeah, man, this has been incredible. And thank you so much for, for coming onto the show. Yeah. Is there anything else you wanna add before we head out? Uh, no, no.
Um, to your river of thought idea, read, think and grow rich. Thank me later. Uh, you know, half of half of life is having a target and going after that target and knowing, and it's right back to what we were talking about, where, you know, make that target to be understanding, make your goal. As you read that book, to be understanding what it would cost you to grow your business, finding your cost of acquisition, let that be your north star, not the next sale, but the knowledge of what the next sale should.
Love it, man. Thank you so much. Let's go. That was absolutely amazing. Yeah. Put the, put the horn. Hold on. Hold. Gimme the horn. Give the horn. Oh, let's go. Crowd going. Crazy. That blushing stop. Okay. Rewind, rewind. What's up. . Tell me tell us, tell us. No, I, I said, no, I'm blushing got now my question. I was like, oh wait, what is, I think we all thought somebody else had something profound to say there during that pause.
All right. Now we go with that. Say guys, thank you so much for tuning to contest graphic podcast, guys, go ahead and follow the show, your favorite platform and on social media at this. Go. That is right. And if Andrew here help you move one step forward to your goal, please, please make sure to share these episodes and, and leave a five star review.
Thank you. Hi guys. Awesome, dude. That was amazing. Andrew. We're still live so quick. Quick tradition. Uh, selfie time. Let's go. We do screenshot screenshot time. Oh, I gotta get, I gotta get my scars back in here. Yes, dude. Yeah, just. One ready? 1, 2, 3. Awesome. That's cool. All right. Social media. We'll see you on Wednesday.
Take care, everybody.
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