video roadmap to success! - august 22, 2013 event

WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING

BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO

My brother can do really cool “wheelies” on his motorcycle!

My brother can do really cool “wheelies” on his motorcycle!

My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since

Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

My brother can do really cool “wheelies” on his motorcycle!

My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since.

My brother can do really cool “wheelies” on his motorcycle!

My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since.

Let’s find an Emotional Connection

Achieving Common Ground

I get this

Emotional Connection =

Opening the door to Trust and Believability

Finding Common Ground =

Trust and Believability =

Positive decision making without fear, uncertainty and doubt

What’s the ROI of your mother...?

What do you want video to do for you?

“I want video to help me...”

PLAN PRODUCE

PRESENT PERSUADE

PLAN

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

01: BOLT ON Attach video to sales & marketing

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

02: GOALS Identify your targets

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

02: GOALS Identify your targets

- FIND NEW PEOPLE- INTRODUCE ME- EXCUSE TO CONNECT- ADD CLARITY- SUSTAIN A CONVERSATION- PARTNER STRATEGICALLY- MORE OPPORTUNITIES TO SELL

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

01: Fran 02: Dan 03: Claire 04: Bob

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

03: AUDIENCE Identified by stage of sales cycle

FIND DIGEST CONFIRM BELIEVE

FIND

INTRODUCE

WHY STORY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran 02: Dan 03: Claire 04: Bob

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

FIND

INTRODUCE

WHY STORY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran 02: Dan 03: Claire 04: Bob

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

FRAN: Why Story

FIND

INTRODUCE

WHY STORY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran 02: Dan 03: Claire 04: Bob

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

DAN: About Us Story

FIND

INTRODUCE

WHY STORY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran 02: Dan 03: Claire 04: Bob

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

CLAIRE: Client Story

FIND

INTRODUCE

WHY STORY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran 02: Dan 03: Claire 04: Bob

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

BOB: Best Practices Story

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

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PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

04: EMOTION Connect Emotionally

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

04: EMOTION Simon Sinek “Start With Why”

Gut feeling

Facts & Data

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

01. Primary Emotional Connection

02. Secondary Emotional Connection

Why is Why important? Cart before the horse

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

01. Primary Emotional Connection

02. Secondary Emotional Connection

Horse before the cart...PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

05: DELIVERY Think ongoing conversation

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

05: DELIVERY Not a one time shot

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

76,459,480

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

05: DELIVERY Congratulations... you now know there are this many people dumber than you

PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST

06: COST Please provide a budget

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

06: COST Think phone bill

PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES

PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

01: AUTHENTIC They CAN handle the truth

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

01: AUTHENTIC They CAN handle the truth

Tell us something REAL about your business...

PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

02: STORY Fastest way to achieve common ground

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02: STORY What makes a good story?

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES

F

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PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

03: CLIENT VS. VIEWER Time to pick on you

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PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

03: CLIENT VS. VIEWER Time to pick on you

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES

01: Fran 02: Dan 03: Claire 04: Bob

FIND DIGEST CONFIRM BELIEVE

04: HURDLES Breaking them down with story

WHOWHYHOWWHAT

INTERESTPROCESS

COSTUPGRADE

HOWWHAT

INTERESTPROCESS

COSTUPGRADE

PROCESSCOST

UPGRADE UPGRADE

TRUSTBELIEVE

TRUSTBELIEVE

TRUSTBELIEVE

PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES

PRESENT- SUBMERGE- CUTAWAY

PRESENT SUBMERGE : CUTAWAY

03: SUBMERGE Take them deeper into the story

PERSUADE

- EXCUSE- ONGOING- NOT ABOUT YOU

PERSUADE

- EXCUSE- ONGOING- NOT ABOUT YOU

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

01: EXCUSE Getting permission to interrupt

SalesVideos{

SalesVideos{

MarketingVideos{

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

01: EXCUSE Getting permission to interrupt

01: EXCUSE Getting permission to interrupt

PERSUADE EXCUSE : ONGOING : MAGAZINE : NOT ABOUT YOU

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

01: EXCUSE Everyone has a blurry space

PERSUADE

- EXCUSE- ONGOING- NOT ABOUT YOU

!

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

02: ONGOING When should you stop?

! $

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

! ▶ ▶ ▶ ▶

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

x▶ ▶ ▶ ▶

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

x▶ ▶ ▶ ▶

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

4

x▶ ▶ ▶ ▶

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

! $

4 weeks

!

4

x▶ ▶ ▶ ▶

18mn

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

Email Clicks WITH Embedded video

Email Clicks WITHOUT Embedded video

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

02: ONGOING Creating Internet Currency

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

02: ONGOING Who would get your permission?

PERSUADE

- EXCUSE- ONGOING- NOT ABOUT YOU

SalesVideos{

MarketingVideos{

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

03: NOT ABOUT YOU Get over itSITS ON YOUR WEBSITE

SITS ON THE INTERNETS

SalesVideos{

MarketingVideos{

PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

03: NOT ABOUT YOU Get over it

NOT ABOUT YOU!

ALL ABOUT YOU!

BREAD CRUMB

SalesVideos {

MarketingVideos {PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU

03: NOT ABOUT YOU Get over itSITS ON YOUR WEBSITE

SITS ON THE INTERNETS

EMOTIONALEQUITY!

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