7 Quick n’ Easy Steps to Create Videos That Impress
We’re adding a lot of video to our websites now. We all know (based on what every guru I’ve studied says), that videos can sometimes dramatically boost conversion rates on sales copy, websites and/or landing pages. 
Carlos Garcia, for example, created a report that showed how adding a video to one of his websites and changing a couple of things boosted sales rates from 1.6 to 3.3 –that’s almost doubling the initial sales rates.
If the figures are anywhere close to that, we all obviously have to get better at editing videos for our websites. A Keynote video is quick and easy to make, but that’s only a Level 1 video. A Level 2 video is where you aren’t using slides, but using story telling and person to person interaction.
I’ve had to write numerous video scripts lately for different websites, and because at Mindvalley we like processes and automation, I came up with a process for writing these scripts. It integrates a lot of ideas from Robert Cialdini, from Frank Kern, from Kenneth Yu, and from Jeff Walker.
Tips to Create your Video Script
1. Know your audience’s core identity.
What does your audience want? What do they secretly desire?
Example:
Let’s say you’re promoting a parenting tool. What do parents want from their kids? They might want, for example, a close bond and loving relationship with their child. This gives you the first clue as to what to do with your video, and how you should frame it. Your video would include you sitting with your arm around your child, who will talk about how much he or she loves you. In that way, you show yourself to be in the position these parents want.
Frank Kern does the same thing. He knows that most of his audience wants freedom, so he a video called the beach video with him on the beach because the beach represents freedom.
In other words, frame your video based on your audience’s core identity.
2. Replicate the real world
Second, you ask yourself, “What are you trying to reveal in this video? How would you talk to your friends? In what environment would you share this with your friend?” Replicating the real world is about reproducing the fireside chat or the coffee chat in your videos.
Example:
Let’s say you were a lady creating a video targeting a female audience.
If women are talking about relationship problems, where are they usually sitting? Is the setting going to be an office? An elevator? Is it going to be in a public space, or at the beach? It’s probably going to be over a cup of tea or coffee in their living room. That’s the framing clue: you would film your video in the living room, holding a cup of tea, sitting on your sofa.
If you were marketing to entrepreneurs who are struggling to get their business off the ground, they probably would have a small company. Therefore, you would not film your video with your team of programmers in the background you’d film it on a sofa, perhaps, because much of your audience might be working from home or in a small office with a comfy sofa inside.
3. Storyline
Here, we bring in a couple of ideas from Frank Kern’s Mass Control. ‘Us vs. Them’. ‘Reluctant hero’. ‘Hometown boy makes good’. You find a story that fits best, and you reveal it in the video.
Example:
If you were taking the ‘us vs. them’ storyline, you would include phrases like, “I’m going to show you, because we are all in trouble here” Or, “All of us are about to be screwed so I’m gonna show you how to prevent them from taking over…” Note the phrasing, especially ” “you”, and “them” and “us”. The ‘us vs. them’ psychology is about relating to your audience and creating a common enemy.
4. The Revelation
This has to be a key idea in the video that gets them addicted. You take 2 items that you’ve already observed, and you connect them neatly.
Example:
You can even take a trend as your revelation, for example. It doesn’t have to be something not everybody out there knows, but you can add a spin to it by adding your fresh/new/different perspective. It automatically separates you from the crowd, especially if it’s counter-intuitive to what everyone is expecting.
Now, as you are doing this, as you are giving that ‘aha’ moment, there are a couple of things that you can add in to make the video more effective.
5. Phraseology
You invent words. Such words arouse curiosity, and they make you seem like an expert.
Example:
Mike discusses military strategy, terrain assessment and the pajama posse in The Coming AdWords War, for example, and because of his expertise and experience in the field, he explains why most business owners become casualties in the rough AdWords terrain and gives a solution.
You will notice this even with some of the gurus “they use terms that you will not find in any dictionary because they coin their own phrases.
By using alliteration, you can come up with catchy phrases that sound even more powerful.
Think about the following term: ‘Moving the free line’. Where did it come from? Eben Pagan.
‘Money magnet’ Frank Kern. ‘Aspiration angle’ Vishen Lakhiani.
Here’s the thing: I’ve been talking about giving stuff away for free …for 4years! But along comes this guy Eben Pagan; he gives it the name “moving the free line” and now everyone associates this theory with him. That’s the power of phraseology.
6. Future Pacing
Future pacing is part of the phraseology that Jay Abraham invented to establish himself as a guru. Everybody talks about future pacing, but Jay Abraham invented it, and every time you hear that term, you think ‘Jay Abraham’. It’s a powerful branding strategy. Here’s how you use future pacing.
Example:
You might say in your video, “So go ahead and download this report BUT, don’t read it yet” (which is counter-intuitive). You then ask them to do something first that helps them to picture what will happen in a given timeframe if they get the report. Then, they can read the report. “It will take maybe, 29 minutes of your time,” you should say. (Note the use of the exact time.)
That is future pacing. You get people to picture future benefits after using your product.
7. Most Wanted Response
That’s phraseology invented by Dr. Ken Evoy in his ‘net-selling bible’ Make Your Site Sell. The MWR is what you most want your visitor to do, after reviewing your content. You always end with a most wanted response. Example:
Mike actually says, “Look at the sign up form below. I want you to fill in your first name, your last name and you email address, click ‘Send me The Coming AdWords War report’, and I’ll see you on the next page.” Notice that he adds anticipation by saying ‘see you on the next page’, which makes people think, “Hmm, I wonder what’s going to happen on the next page?” thereby encouraging people to download the report.
A video script is not the copy script “that is completely different. It is embedding a lot of psychological triggers and elements, story lines in the video in order to: 1. Create a bond, and 2. Get people to download the report.
If you integrate these 7 things, you’ll come up with a powerful video that will improve your conversion rates and get people more interested in what you have.
Very cool story Kenneth, you are a true Twitter master!
And congratulations!
UPDATE: Just heard from Joel Comm. This may be featured in his new book on Twitter.
Kenneth… CONGRATULATIONS! God has definately blessed you and your bride to be.
Thank you for the great training tips.
Hey,
Great twist on Twitter and definitely great linkbait (term used in the best, most legitimate sense of the word. LOL).
However I’m not in an environment to be able to watch a video (ie the sound) so actually didn’t view those yet. A possible suggestion for future posts to appeal to the largest possible audience, would be to provide a text version or even to summarize the points covered or otherwise stated inside the video.
But again – awesome angle for a unique use of twitter.
- Steve
I remember when Kenneth arrived on the scene and I admit his profile was very impressive. I’m a big fan of twitter myself and am familiar with many of the business strategies for using it — including Kenneth’s.
That being said — I do think that it helped ENORMOUSLY that Kenneth had product/services that are MUCH IN DEMAND and his Twitter handle (emailcopywriter) is BRILLIANT.
I’ll also hope to see Twitpics of the wedding! : )
Blessings!
Stephanie Bell the Spirit Coach
http://twitter.com/SpiritCoach
Solid stuff high priest of mischief…a little walk on the creative side is your message well taken…and Mr. Vishen, thank you for email marketing me one more time… and giving me the opportunity to meet you too.
Great story and great lessons. There’s also a fantastic secondary lesson about how to use real people and real stories to get people engaged (intentional pun:-)
If this were just about using Twitter or making money, it would have had much less impact. The wedding and cow story is great.
And he gets a lovely bride. Kenneth is having a great day:-)
[...] But never mind about the cows. That’s not what the video is about. It’s not even about the undertone of amoral glee in the marketer when he talks about people being more vulnerable on Twitter because of how Twitter interacts with them. [...]
Awesome video. Thanks for the great lessons and congratulations!
This video was an eye opener and changed how I look at Twitter. For my new ppcstudent account I was going to take a Tim Ferris approach and not follow anyone, but Kenneth’s suggestions have changed my mind. I’ve updated my profile, updated my blog, and am gearing up to follow a bunch of people in the PPC community. Thanks for sharing this!
I’ve enjoyed the videos very much. Have made some changes to my Twitter account because of it.
Kenneth is definitely my favorite Twitterer. I’ve bookmarked a ton of his posts.
Cheers,
Roger Haeske
The 41-Year-Old Teenager
http://twitter.com/rogerhaeske
I found this article just randomnly… but quite funny n really serious too.
best of luck to the newly weds.
[...] Kenneth Needed to Raise $10K to Purchase a Herd of Cows for His Zimbabwean Bride. Here’s How He Ra… [...]
Holy cow!! This is awesome man!!
Great testimonial, how grand is love amazing how creative we can be so creative to implement & use technology to draw that special love using simple methods, amazing results and teaching, So great !
The REAL reason kenneth has been so successful on Twitter is this:
His posts are among the most valuable I’ve ever seen on Twitter.
Yep, it’s true, he makes his markeing VALUABLE.
One of the greatest lessons I ever learned from the legendary Gary Bencevinga.
Mike Morgan
Million Dollar Copywriter
Kenneth talks the talk AND walks the walk.
His posts are among my must reads.
Bravo Kenneth!
[...] Kenneth’s $10K Twitter Dowry: Three Weeks Later November 12th, 2008 by Vishen Read more about Make Money Recently we published a post about how Kenneth created an impressive presence on Twitter and used it to raise $10K for his dowry. [...]
Thank you very much for this wonderful info and the video too. This is the power of the internet community and small things that can really make a big impact.
Three cheers to twitter.
[...] The presidential election was a hot topic (and still is!), hashtags are all the rage, one user raised $10K for a dowry using Twitter, and it’s even seen by the Army as a possible communication tool for [...]
thanks for sharing
http://clickkt.com
Congratulations!
That is one cool story.
It is amazing how Social Network can really work for you. Anyway, thank you for the information.
Congrats again for your wedding.
CONGRATULATIONS!
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