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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
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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
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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
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how to script this video
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for your business so i'll sign note
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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
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you know and in this script or the video
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supply scripts document here that we're
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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
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video sales letter scripting process
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um builds on all of that we talked about
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those in in
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previous episodes of the podcast so be
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sure to check those out too about
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defining your purpose finding your your
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audience or
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the people and then identifying the
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platform
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but basically those act as a springboard
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i think into
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this this process here and once you have
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all that you can really
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be able to speak specifically to them
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and and so when we're talking about
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you know platform dalan mentioned that
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this videos
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is typically and i guess you can correct
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me from wrong down but typically on your
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homepage it's typically where the people
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go that
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you know to that um it's beyond your
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traffic right
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they become kind of a lead right now and
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so they've come to your website they're
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looking at you and
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here's here's the point where you get to
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really you know
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give them everything and show and show
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exactly what it is and how they can
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help you is that right dylan yeah yeah
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exactly and it's on your your home page
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of your website if that home page is a
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sales
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page meaning are you selling a specific
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product or service
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uh obviously you should still have a
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video on your homepage
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it may not be a video sales letter
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directly it may more just be
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a video about your brand story fyi your
368
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brand's story is you're not going to
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talk about your company history
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you're going to talk about your customer
371
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in that brand story
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um so that's a key part so in
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this video like basically we pull out
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our brand story
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00:12:52,399 --> 00:12:56,320
framework that we use and we put it into
376
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this script and so
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you can really use it on your homepage
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but yeah it the distribution the
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platform
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is uh wherever whatever page you're
381
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selling
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your product or service on so if you
383
00:13:06,240 --> 00:13:09,839
have multiple products and services
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you're gonna have multiple video sales
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00:13:09,839 --> 00:13:15,040
letters because for each of these videos
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uh you know josh is talking about the
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purpose you want to begin with the end
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of mind to know hey which product or
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00:13:18,880 --> 00:13:21,360
service am i going to sell with this
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video
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00:13:21,360 --> 00:13:24,639
and that's why as you can see in in the
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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
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um you want to have one call to action
395
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only
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00:13:29,760 --> 00:13:33,360
in the video and that call to action is
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that invite to
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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
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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
