Okay. So, it's Q4, which means that I'm getting a lot of calls about testimonial video production. I got to tell you, you already know my complaint about the talking head in front of the potted plant, but the other problem that I see, especially in midsize corporations, is testimonial videos that are three, and three and a half, and four minutes long. Please, don't do that. Right?
I understand why, because you've spent a lot of time, effort, and energy getting that testimonial video on camera. The logistics alone of setting up the interview were plenty, plus the film crew. So, you get it back to the office, and you say, "Oh. Well, we need this in, and we need this in, and we need this in, and we need this in. Oh, we got to have this," and all of a sudden, you wind up with 10 pounds of $#& in a 5-pound bag. It doesn't work, right?
The worst thing you can do is have your video go on too long because if you make them stop you, you've lost them. So when you do testimonial video, and if you use us, please and thank you, but if you don't use us, please, I'm begging you, keep it short. All right? Try and go for under a minute because you don't have to fit everything into one video. You can do a couple. It's okay. Split it up, but the last thing you want to do is drag it on too long. So, thanks very much to Erin Igney. If you’ve got questions, email me at firstname.lastname@example.org. Testimonial Video Production
Okay. So, I had a conversation this morning that I did not like and I wish I could tell you this was the first time I've had this conversation and I wish I could tell you it was going to be the last but it's not. So I need to address it here. Artists and freelancers, I need you to start putting value in your time. We work with a lot of artists and freelancers here. We offer a lot of different services from video production to testimonial video production, to animation, to drone photography, to geo-fencing, to competitor targeting, to the list goes on. And some of what we do in house and some of it we use freelancers for. They get it done right.
And the thing that I keep seeing over and over again is people refusing to put value in their time and weirdly enough it's mainly the artists. The SEO people know how to put value in their time but the artists don't. And part of it's the money, $10,000 is a lot of money to a person but I need you to understand that $10,000 is not a lot of money to a midsize corporation. They're not going to throw it out the window but as long as you offer them consummate value for that money they're happy to pay you.
And the other part is not the money, the wishy washy attitude, the reason why there are starving artists is because they refuse to put value in their time because they refuse to put value in their selves. And let me be the one to tell you, let me be the one to finally wake you up and tell you that what you do has value. You spend a lot of time, effort, and energy building those talents and by the way you're good at it. And if you refuse to put value in what you do no one else ever will. So, get over yourself be a professional. So, thanks to Peggy Johnson for being double super awesome. And if you've got questions, email me at email@example.com.
Okay, so there are three big problems with testimonial video production. Number one, logistics. All right, let's take you for an example okay? You've got a client who calls you up, you have a good relationship, you've been working together for awhile and they say, "Hey, we'd love to do a testimonial video with you. So we're going to bring over a producer and a director and a film crew obviously, and a lighting crew. A couple of different cameras and a bunch of lighting equipment. Set that up in your office. Set up some audio equipment too. That'll probably take a couple of hours and then we'll interview you for a couple of hours and then we'll take some B-roll of some shots around your campus. All told we'll probably be there maybe five, six hours. When does that work for you?" Ain't nobody got time for that. I know I don't. Do you? Do you have time to stop down for five or six hours in the middle of a workday to do a friend a favor?
Problem two, performance. I got the opportunity to work for Quentin Tarantino for two years during the Pulp Fiction era, and I'm always taken back to the rooftop scene in Reservoir Dogs where he says, "In this job, you've got got to be a great actor. You got to be naturalistic. You got to be naturalistic as hell because if you ain't a great actor, you're a bad actor. And a bad actor is some bull$#!% in this job." Is your client a great actor? And they're not going to be. It's not their job, they're not a performer. But that's the level of performance that we expect out of somebody professional. So inevitably you wind up with a talking head in front of a potted plant.
Problem three, and this is the worst one of all. Problem three is you. What? What did he just say? That's true, because you are letting the first two problems get in the way of allowing your sales team to have the best possible tool there is to develop trust with prospects. Which is your clients talking about how great you are. Which is why at Jigsaw Marketing we have developed a system to get rid of the obstacles. We get rid of the logistical problems. We get rid of the performance problems, so that you can not only have one testimonial video, but you can have several and you can get them done efficiently and easily.
So if you've got questions, email me at firstname.lastname@example.org.
Okay, so it's really exciting when you run into somebody who's smarter than you. And unfortunately, in my case, that happens a lot. But I want to talk about a client who is smarter than me, and smarter than a lot of people in the geofencing game. Because, in geofencing, what we tend to do is we target events. We target conferences and conventions because you know there are a lot of prospects there. Those are people that are going to be interested in your product or services. Those are the people that you want to reach out to.
Sometimes we'll do sporting events, sometimes we'll do competitor's store fronts, sometimes we'll do individual storefronts of the client because they want to use it for branding purposes. And sometimes you'll do 500,000 individual home addresses because those are the people that we want to reach out to. And it's more effective than a mailing campaign.
But I've got a client who uses it. So when they pitch, they go out, and these are six, seven, eight figure pitches. And there's usually about a three month consideration period. And so what they do is they geofence headquarters. Which I thought was brilliant. Because you know who you're talking to, you're targeting that building, and you're getting yourself in front of those people while they're making a decision over whether to use you or to you use the other guy. And that's targeted branding and that is top of mind and that's exactly what helps tip the scales when it comes to a big pitch like that.
So anyway, I thought that was absolutely brilliant so I wanted to share that with you. So thanks very much, Chip Keller, for sharing the other day. And if you've got questions, email me at email@example.com.
Okay, so let's talk about gifts. Let's talk about your sales team. What is the greatest gift that you can give your sales team? Now to a guy like me, the answer is going to be video production, testimonial video production, because we're establishing trust by showing other people trusting us. For other people, it's geo-fencing because we put a lot of time, effort, and energy into our events and that's where the value is. So we're going to geo-fence those events.
With other people, it's CRM advertising because we put a lot of value and stock in our email campaigns, and we want to augment those. But no matter what the tactic is, the best gift that you can give your sales team is branding, because branding helps establish who you are and what you stand for and what you do and what you're great at before the conversation ever happens.
So when your sales team has that initial conversation, the prospect already knows you and they already want to work with you. Then it's just a matter of details. So it's Q4, right? You're heading into 2020. It's time to establish what you want to do for 2020 in terms of your branding. What tactics do you want to use to give your sales team that gift? firstname.lastname@example.org
Okay. So have you gotten a letter at your house that is addressed "Dear Occupant"? There's a new one they're using recently that it's, "to our very good friends at" your address. Those things feel awful. It feels like a machine sent us a letter. And it's not to us, it's to a million people, and they're just playing a percentages game. And you look at it, and you're like, that's not for me. Stop this. And you throw it away.
Personalization goes a long way. And you can't talk to everybody individually, but there are some things you can do to personalize your message a little bit, so it feels like you're speaking to them. Example. So with video production, there's a very easy way to do this, especially in B2B, which is you get done with your video series and you've got the stuff that you're going to post on your website.
But for your email campaigns you put together videos that are specific to each vertical. So you do one for education, you do one for medical, you do one for government, you do one for technology, you do one for whatever your verticals are. You put one individually together. And it doesn't have to be hard and it doesn't have to be expensive. All you need to do is change a little bit of the copy and change one or two of the graphics, and all of a sudden you're talking to medical. And now you are an expert in their field, and now they want to talk to you, because it feels specific, because it feels personal.
So thanks very much to Kelly DeWald for reaching out. And if you've got questions, email me at email@example.com
Testimonial Video Production
Okay. So a lot of you already know that I worked with Quentin Tarantino for two years during the Pulp Fiction era, and I actually wanted to use one of those quotes to talk about a testimonial video production. There's a scene in Reservoir Dogs where they're on the rooftop and he says, "To do this job, you've got to be a great actor. You've got to be naturalistic. You've got to be naturalistic as hell because if you ain't a great actor, you're a bad actor and a bad actors are bull**** in this job."
Is your client a great actor? (No!) And they're not going to be, unless they keep saying it and saying it and saying it, saying it and saying it. And they're not going to do that because they're not going to prep before you come. That's not their job. So you will get there. And the worst way to get a naturalistic performance out of somebody is just stick a bunch of lights right in front of him and stick a microphone down here and then come in with a film crew and go, okay, great, be naturalistic. Go. Yay. Train wreck. It's awful.
We have a better way to do it. So if you're considering doing testimonial videos, please give us a call because we can give you great actors and not bad actors. Because the last thing you want to do after going through the process of making a testimonial video is wind up with some bull****.
I had to bleep these because my mom's watching, so thanks to Melissa Simon for reaching out. If you got questions, email me at firstname.lastname@example.org.
Okay, so if you work in video production long enough, whether it's signature video production or testimonial video production, eventually you get asked, can I have a viral video? I'd like one too.
Now, viral videos aren't something that you can control. These things happen on their own. However, commercial videos that have become viral share a couple of different traits, and I want to break those down for you so you can see what they are.
Number one is, it needs to be a subject of mass interest. A lot of people need to be interested in what it is. People like to share things with people that they think their friends are going to be interested in. It can't be too specific, it needs to have a broad appeal.
Number two, it needs to have an insane hook right off the bat. Think about the Old Spice commercial. I'm on a horse. The thing was completely gonzo. You had no idea what you were watching from the moment that you started, and you couldn't stop watching it because it was insane. Keep in mind, it takes a lot of creativity and also a lot of testicular fortitude to allow yourself to look absolutely gonzo in front of your potential clients. But it works. It captures their attention. So stand up, man up, and make that part of your campaign.
Number three, you need a quick description of the problem. You need to keep it short, you need to keep it pithy because you need to move on to number four. Because number four is alternating between the product and the emotion. Think back to Dollar Shave Club. They did a great job of going product, joke, product, joke, product, joke, product, joke, and it kept you interested so you kept hearing more about the product while they were busy telling you jokes.
Number five is, you need an aggressive paid distribution platform on the first week that the video is released. You need to get it in front of enough people so that they can start sharing it so that you can get some momentum behind the video. Do that in week one and push it as hard as you can.
Those are the five steps of putting yourself in the position where your video might go viral.
Thanks to Scott Pollard, just for being a heck of a great guy. And if you've got questions, email me at Andy@GetJigsaw.com.
Today is Numbers Day, which means we get to go through the numbers for everybody's campaigns and see how many impressions and how many clicks, and we review it several times during the course of the month, but this is the day that we actually report on and what the results were and use those to move forward for the next month.
One of the questions that I got asked this weekend was, "Andy, you're a creative guy. You've always been a creative guy. What's the deal with the ad tech? Why did you get into this?" I got to say, as a creative person, it makes me happy to be able to see numbers and be able to go, "Oh, people responded this way, or people responded this way, or the results of this were," because instead of operating the creative in a vacuum, you get to see what the results were every month.
Inevitably, you get to, as a creative person, go, "Well, how can I make this better this month? Well, what could we do to increase the click-through rate? What can we do to increase the conversion rate? What can we do to tell a better story?" Instead of doing creative in a vacuum, you're doing creative to a purpose. I love that. I completely get off on that because it makes it fun and it makes it challenging.
So that's the reason why, and thanks to Jonathan Dana so much for reaching out to me. That was a nice moment for me. If you've got questions, email me at email@example.com.
Okay so I have a confession to make, which is I don't like doing these videos. It doesn't mean I don't love you. I do love you, but these take a lot of time, effort, and energy to put together, and I need you to understand something. This all came out of a challenge from a very good friend of mine at Sony, and it's not about SEO, it's not about social media, it's about discipline. It's about doing it every day and shipping it, whether it's ready or not. And shipping it as a Seth Godin thing that I actually believe in, whether it's 85%, or 95%, or 105% you've got to ship it.
And this all comes from the idea of artists, and a lot of us are perfectionists, which just means that we like to keep fiddling with something, and keep fiddling, and fiddling, and fiddling, and fiddling with it long past the point where it matters to anybody else. It just matters to us. So at a certain point you have to let something go. Art is never finished. It's abandoned. So getting something to a point where it's ready to ship is the whole point, and shipping something every day is the goal.
Now, I've discovered a lot of things about this going through this process, and if you struggle with the same thing, if you struggle with perfectionism a little bit, you might want to set up a similar challenge for yourself. Whether that means video or not, I don't know. Seth Godin posts a blog famously every single day. But something where you need to get it done every single day, whether you feel like it or not, is a great exercise in discipline, in getting something done and getting it out into the world even when it's not absolutely perfect.
So thanks to Ivana Pandurovic, and if you've got questions, email me at firstname.lastname@example.org, and have a great weekend.