Oct 13, 2020
How to Engage Your Target Audience in 3 Minutes With Cliff Coelho
Josh: G’day everyone out there in podcast land, we've got a special guest for you. We've got Cliff here from StoryDriven.Video. He's all about talking to you about how to make your message seen in three minutes, to be able to make sure that you're approaching your customers in a way that lets them know, like and trust you before you might even be picking up the phone.
Get more tips on how to make your target audience engage at dorksdelivered.com.au
So, Cliff, tell me, how do you make sure that you get the message across in three minutes? Is there some special magic to it? Or what's the process, run me through it.
Cliff: Yeah, so one of the biggest problems right now that businesses are facing is that they're putting a lot of content, whether regardless of whether that's video or through blogs, or whatever it is. And a lot of that content is ending up blending into each other because they're doing the same type of videos. Like for example, if you go on LinkedIn, we watch a lot of stuff, it is about “how to” videos, how to improve your customers life, because that's what people think, that's what businesses think that the ideal customer needs. But unfortunately, all of it blends into each other.
So the way to get someone's attention within the first few seconds is by identifying the story that they've already created about their pain point, first of all, in their own minds, and then putting your value proposition forward. So that would normally be what marketers call as the hook. And the key is and understanding your audience really well. And not just the physical pains that you solve for that, when I say physical, I mean, if you're running a B2B service, for example, you don't have to just understand the business impact of that problem that your audience is facing. Someone is struggling to get leads, and that's affecting their sales. That's not the only impact, there is another level of impact, which is the emotional level as well. And as humans, we are conditioned to think and make decisions emotionally. It's only after the decision has been made by emotion that the justification happens through logic. And that's where once you've done that, then you're able to put your value proposition forward, what your solution does for someone. And that's the flow that normally goes. So you start with the hook, you get their attention within the first 10 seconds, because that's how long you have to really get someone interested basically, to listen to the most stuff about what you do, and then go into the emotional engagement and then lead to the logical justification, if that makes sense.
Josh: Yeah, that makes sense. So my understanding is like the first 10 seconds, as you said, is really critical. And that's where the reptilian brain as its called, like, jumps into gear and you have to go, okay, here's what you need to do is it wasn't although not meant to judge a book by their cover, you need to make sure you are dealing with exactly that problem. The same is like a newspaper, when you pick up a newspaper and it says, this big headline, Brisbane affected by a New South Wales or Victoria's COVID problems and we go, and then you start on folding, and then that then makes you sort of read through, not all of Queensland, all of Brisbane is just one little thing, which might be the retirement homes, for instance. So it's about making sure you've got that hook and you know your customer, is that fair to say?
Cliff: 1 Yeah, no, that's absolutely spot on. It's basically understanding the hooks that work with different segments of your audience as well, because one hook that works with someone who's not aware what their problem is. So if you're selling weight loss, for example, and the person maybe you're selling a ketogenic diet or something like that, they might not know what is the thing that is causing them to gain weight, even though that that is, they don't overeat, still gaining weight. So for them to understand you cannot sell them a ketogenic diet straight away, you have to educate them first about the problem. Yeah, because they're not aware of, you know, what's causing it. But what someone who's already aware of, you know, what, ketogenic diets are, there's no need to waste time on talking about, you know, why you need to get into that kind of diet. You're selling, you're going to stay away from that point of the hoop used for someone who's already aware of that solution will be quite different from someone who doesn't know what's causing them that problem. And that's what this is, it’s about creating as many hooks are based on the impact on your target audience and the emotional response that is leading to.
Josh: You put up a good point earlier where you said that it's not about necessarily generating loads of content and hoping for the best as much as it's about having a few core videos that allow for you to understand what that business is, what their sales process is like, how to become to know like, and trust them nearly as if you, I would liken it to some of the videos that I've seen like you're at a barbecue. And someone said, oh, you haven't heard about what, oh, Bluey over there has been doing with these business offices. He's bloody brilliant. And you've already got this warm lead, this warm face that starts to talk to you about what it is that they're doing, and I quite like the format.
So if you do have different market segments, or different people that are at a different position in the buyer’s journey, maybe they're, as you said, they're using the ketogenic diet, the reference you made there, maybe they're fresh off, and they don't understand, they've just gone through a divorce, they've chat and a whole bunch of way they start, they know of keto, but they don't have their life in any sort of balance, it's obviously not going to work for them. If you're trying to attract different market segments, would you say it's better just to say, let's make sure you're focusing on the green field customers, the people that have never heard of your diet, never heard of what the keto diet is, and then using the videos there, or have several different funnels with several different videos, depending on who it is that you're talking to? Like if you do the same presentation at a nutrition conference, they're more likely to know of the ketogenic diet, and that video will seem like you're talking under their level, I guess. Like how do you make sure that you, you have the same quality message, but two different market segments?
Cliff: What you said is absolutely spot on in terms of having different funnels for different markets and different stages and their understanding of the problem as well. But I think that is something that comes at a bit more of an advanced stage for a business where they've already created their core message, which is able to, you know, get people into the funnel better their cold audiences, people who don't understand their problem, and don't know who you are. Warm audiences, solutions are where basically, they know what the solution is, and hot audiences, which is basically, they know about the solution, and they know about you, which is basically just 3% of, you know, your total addressable market, as they call it.
So initially, you need to have a message that resonates with these three audiences, at least. And the way we do for our clients is we start off with basically giving information upfront, giving value upfront, through what is called as an empowerment video. So the concept of the empowerment video is based on the fact that it's not just giving information for the sake of giving information, but it's around changing people's beliefs about something that giving them hope that there's a better way of doing things. Because when you start a business, the reason should be because you saw that the existing solutions were not working, or you had a vision for something better.
Josh: Better, faster, cheaper, or whatever it is.
Cliff: Exactly. Yeah, yeah, in one way or the other, you have to be able to identify that. So through the empowerment video, even though you're giving information, you're changing their perspectives in the sense that you're telling them. This is what you thought so far, that this was the only way.
For example, with video, that's my empowerment video. Like I say that it's basically you don't need to always constantly make videos just to stay relevant. I've used practically just one video in my business right until a couple of months ago. And yeah, the more you create, obviously, you know, you've got a better chance of having more reach. But that reach doesn't necessarily mean conversion.
So just because you can get your message in front of someone doesn't bring them any closer to doing business with you. So you need to create that change in mindset, in that perspective, in that belief. And that belief comes from that emotion that they have associated with their pain point or their aspiration, whatever it is. So once you're able to change that, then you can send them further down the funnel, where you're educating them more about your solution about your brand, creating that connection to your unique story. So then empowerment video does that. It educates the audience in a way with the intention of changing their perspective towards the problem or aspiration that they have.
Josh: Let's say, I know that I've got a great business. And I started off in the garage of mom and dad's as a teenager with a bit more tummy than I have now, as a bit overweight. What I wanted to do is I saw ways that you could automate businesses better than what they've been done in the past, and in a way that would make businesses more efficient. And I started my best to start doing that. And I realised, I've got the cure to cancer, but I don't have the voice to tell anyone about it. And so there's no point even having the cure to cancer, obviously, as a metaphor. What I found is I said, okay, well I've got to be able to start Being able to talk to people and having the confidence to do that. And I said, I'm going to make a YouTube channel. So I went and bought two Sony 4k cameras, and like $8,000 worth of camera gear, and then five different lights and green screens and display monitors and cameras and microphones and all this gear. And it didn't film itself, it was crazy. I went well, I bought all this stuff, I still didn't have the confidence to be on video.
I had to overcome my own belief, my own personal belief that I had to lose weight to be able to be set in stone online, so to speak. So I read a whole bunch of personal development books and setting in the gym 10, 12 hours a week and change my diet from having alcohol, meat and complex carbohydrates and cut and a lot of other stuff, but cut out all of that to just pretty much raw vegetables, and I haven't looked back. But obviously I had this belief system that I have to be skinny to be able to be on video. I have to be healthy to be able to be on video. If there's other business owners out there that are going okay, I know I have to have video, I know videos the way that's obviously the truth. Like as the adage goes, picture says 1000 words, and you have 25 frames per second. So you've got 25,000 pitches per second, and you're doing it for three minutes. So 180 seconds, that's a hell of a lot of work. So how do you make sure that people that don't have the confidence, don't put this one on the back burner? And they sort of jump up and say, Look, I'm gonna make this video, I know I need to do this my business. The way that I look is probably more of an internal reflection rather than what people thinking externally. How do you have people overcome their own belief systems?
Cliff: So when it comes to firming the plans itself, like pretty much all of my clients have the same issue where they feel okay, I don't really feel ready for the camera yet. Even the professional public speakers where they feel ready when the camera turns on, it's like a different thing. They feel like they have to get everything right in one take. But that's not the case, because I'm capturing authentic conversations rather than putting a script in front of someone and making them read of it. That's not the case. It's pretty much like the conversation we're having right now. It's just that I know, the elements that I'm looking for in that particular video.
This, depending on the sales process, obviously, that's obviously for the videos that I made. But for business owners to be making the videos themselves, what I would say is, you're, like, this is something that I struggled with, and still do, like to, you know, get in front of camera, you know, deliver really well. And it's still a struggle for me. But what I've accepted is that first of all, yes, that's what I'm selling, I need to work the platform. Secondly, video is no longer a nice to have, it's a necessity. When it comes to confidence, all I would say is that your first video is going to be bad. You know, it doesn't matter how good you are at video, videography or whatever. Even if you're a presenter, your first video is going to be bad, your first 10 videos are gonna be really bad.
Josh: ` I went and re recorded the first 12 episodes of my podcast channels. I'm like, oh, that's terrible. So I removed them and re recorded them. I'm like, ooh, it was cringe worthy. I was like this is yuck, you've got that ability to do that.
Cliff: Yeah, exactly. You can do that and just delete that stuff. But there is power and publishing. It's not about like looking good in front of camera, they have to get out of their own minds, basically, it's not of themselves. Think of the problem that the customer is facing, that their ideal customers facing. Will they benefit from what do you have to share with them? And then the emphasis is not on you anymore, you're just thinking of them. I can talk about technical ways of like some people put a picture of, you know, someone they know, in front of like in front of the lens, just off the side. And that kind of looks a bit strange, because you're like looking slightly off center, like, like a zoom call or something.
Those are like tactical things that you learn over time as you do it. But the first step is actually doing it and publishing it. Even if you think you didn't come off, like amazing, but what you've delivered, the message is strong and powerful when you think it will solve a problem for a client, and possibly change their perspective on something. And you should publish it. Because once you do that, you're like letting go of control. That switches something in your mind. It's like, okay, the worst that I thought could happen has happened. I've put this out there. And you realise people are mostly very supportive. And when someone puts themselves out there, they'll be like nice video, thanks for sharing and stuff like that. That becomes like a self fulfilling feedback loop where, then your next video gets slightly better, you get more feedback. Sometimes you might not get feedback. It's like a lot of content doesn't really get anywhere, but at least you're learning through a process.
Josh: Yeah. And it's just about that, just, as I said earlier on personal development, it's about the path that seems the hardest is always a path that you should be taking. If you're like, I don't want to be on video, and you freak out. That's exactly what you should be doing then. You definitely grow as a person. And it's weird. You said that click inside, like, I never really realised it until after I started putting content out there. And then more and more people I was talking to was saying, we could never do that. I said, my biggest regret was at school, not putting my hand up more asking questions. Not asking the girl that I had a crush on that I liked her, that telling her that I liked her. And all these things you just build up in your mind as a big thing.
Now, if I put my hand up, maybe it would have looked stupid but I would have learned more, but I probably wouldn't have looked stupid. Maybe in your recorded video, you might look stupid, but you would have learned more. And that's what's important there. And it also shows the authenticity of the character that you are two other people. We're not all TV presenters. We don't all talk in a monotone voice. We try to make things fun. As I was saying earlier, I like to think of our podcasts and YouTube stuff. We try to sprinkle some sexy on it, but otherwise dry subject most of the time and it's about doing that and having fun with that.
Some people are like I would never do that, it sounds so unprofessional. I said you don't want to sound like a safety video though, either. I said, you want to have some fun with it. If people aren't interested in, in your quirkiness or your approach or your sense of humor, you're probably not going to want to work with them a whole bunch anyway. So it's win-win, you can't go wrong with video at all, in my opinion.
So you spoke briefly earlier about the three videos and what the three videos are. So is that for the cold, warm, and hot leads, or is that three videos through the journey in a more linear fashion as opposed to three groups of people?
Cliff: The environment would be for cold and warm leads, so it covers a vast majority of the audience, it’s not segmented exactly like that. Because for hot leads, it's a retargeting video, for example, like a 30 second one, just showing the features of something that someone is just comparing prices or features or whatever they're comparing, you do a retargeting video, where you put an amazing offer in front of them, and they take it. So that's outside of these three videos. These three videos capture the bulk of your audience, which is the cold and the warm, I would say. That's not exactly how it's segmented. But that's how it works out.
Josh: If someone came to you, and with the minimal understanding of video, and this is something that everyone should be really listening to right now. If someone comes with minimal understanding of video, you're able to hold their hand walk them through the entire process, they don't even know anything about microphones, what colours are going to reflect on their skin better, making sure that you've got the color and tones, exposures or anything else correct, you're just going to do the voodoo that you do, and they're going to cruise along and just be comfortable as if they're talking to a maid at a pub, is that pretty much the way the process works?
Cliff: Pretty much it. So what I do is I do a deep dive with my clients like a week before, where I identify their message basically, I condensed that message into what it needs to be without telling them what it is. They are not creating expectations in their head, because I found that the more options I give them, of like, what they can do and what they can say, it's like the more confusion, the more they get inside their own heads. So it's a conversation like this during the deep dive where identify the things that draw people to do business with you, the things that people already like about you, and capture those things. And on the day of filming, it's again, a conversation like this, I give them very clear instructions on everything in terms of branding, clothing, and they just have to be that present and have a conversation with me. And I use basically multi angle camera. So you know, we can cut as many times as possible. And there's overlays which will hide all those things. The typical interviews last about an hour, which I condensed to three minute message basically.
Josh: So that's something that is very important for everyone just to sort of make sure that you just let that sink in. Everyone knows have different places in line, you can go and get bits and pieces done. But you're not going to have that level of expertise and some of that's going to be out of be there with you through the process and talk to you. Pretty much if you're able to have a beer or a drink with a maid at a pub, you're able to have a professional video made telling your story about what it is you do in business condensed down to three minutes for all of your prospects and leads. If you're not comfortable having a beer at a pub, you might have a problem, but everyone should be pretty okay with that. And that's really important because some people might just go and you can't see what I'm doing here but get their phone out and start doing something themselves and they've got low light conditions, terrible shadows and it's not going to do your business justice. So don't just record yourself and chuck it up online and hope for the best. Have someone there that can take it and massage it into something that's going to be a masterpiece that you'll love for years to come.
Cliff: Yeah, definitely.
Josh: If anyone is looking for more information on how to book this in and getting their business in a position where they've got more visibility, I definitely suggest getting a discovery session booked. You can do that by jumping over to l.dorks.com/storydrivenvideo, you'll be able to jump across there and connecting with Cliff on LinkedIn and start seeing some of the cool work that you've been doing. You've got some cool stuff in your featured role there and get the wheels in motion to get these videos happening.
Cliff: Yeah, sounds awesome. And I like to say that, like, this is an amazing thing that you are doing, this initiative of connecting local businesses, encouraging, you know, people to do business more locally. In times like this, where there's, you know, all that's happening, businesses are struggling, it's awesome that you're doing something like this.
Josh: Absolutely, and all the podcasts, for anyone out there, that's not aware of how they get funded, it’s out of my back pocket, there's no sponsors, there's nothing else. I'm doing it purely out of the love of what I do, and to get to know more wonderful people around the area and make sure that their message is heard by other people so that we can build a better and a stronger community, and make sure that we'll be able to become better than we were yesterday and even better tomorrow. So that's what it's all about.
Is there any other questions or bits and pieces that you'd like to leave before we finish off on the episode for today?
Cliff: I would say just start making video yourselves. But do you think it'll work or not? Give it a try, do it yourself. And that's the first step and you know, like making progresses is actually trying and treat it as something that you need in your business rather than just a nice to have, because it's no longer nice to have.
Josh: I agree. And I bought a gym membership, and had the card sitting in my wallet for four years didn't lose a kilo. How is that?
Cliff: What a coincidence.
Josh: Just making that one small change to go. Let's not sit down and watch another episode on Netflix. Let's jump to the gym for a little bit. Having a routine there that supports your ability to make more content for your business and become more confident in yourself is really important. And making one terrible video is better than making no video at all. And you're only going to get better from there, and you can always look back on and reflect on.
Cliff: Absolutely Yeah, it's a journey like everyone's at different stages. So yeah.
Josh: If anyone out there has any feedback would like to give us some love. Head over to iTunes and let us know what your thoughts are and stay good, stay healthy and start cracking out some videos.