Okay, so 2000 years ago, Aristotle gave us the three principles of a persuasive argument. Those are logos, pathos, and ethos. Ethos is the character and the credibility of the argument and of the speaker. Logos is logic and a just the facts, ma'am, and pathos is emotion.
We usually do a great job with logos. We get our facts straight when we're telling our story. A lot of us spend a lot of time working on the ethos, which is trying to lend ourselves credibility and look like we're in a position of character, and that we have an authority to talk about what we're talking about.
One of the things that gets forgotten most often is the pathos, is the emotion. That's why humor works so well. That's why surprise works so well. That's why family works so well. When you are telling your story, make sure to include your logos, make sure to include your ethos, but remember to tell your story with some passion and tell it with some love.
Speaking of love, thanks very much to Erin Igney. If you've got questions for me, email me and [email protected].
Testimonial Video Production
OK so In putting together our system for how we do client story videos or testimonial videos, research said that the average cost was between 10 and 15 grand, and the average production time was about three months. Okay, that makes sense. You got a lot of different things to put together. The problem is that I never met anybody who wanted one client story video. Right? How many happy clients do you have? All of those stories are worth something.
So, in the old model, it was, if you wanted to put together 10 client story videos, that means it would take 150 grand and, more importantly, two and a half YEARS. That's not okay. Speed it up. So that's what we did. That's why we broke the mold, because you ought to be able to get a new client story video every month. Because every single one of those client story videos is going to be valuable to somebody.
Thanks to Andrew for reaching out today. If you've got questions, email me at [email protected].
Testimonial Video Production
Okay. So let's talk about client story videos or testimonial videos and let's talk about you. All right, you got a client who calls you up.
He says, "Hey, we've had a great working relationship for a long time. I'd like to send over a film crew to interview you and there'll be a director and a videographer and someone from our team and some lighting equipment, some sound equipment, interview you for a couple of hours and maybe some of your staff. Probably get some shots of your headquarters or your campus as well. All told, we'll probably be there about 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 five hours to step down in the middle of the week to do somebody a favor? And this is why client stories don't get done. Is because they take too much time. Just the mere logistics of getting everybody in the same room is too much. And that's why we do it differently here. I mean, it's a simple solution to limit the amount of time that you're asking for. So if you make it easy for the client, they can make it easy for you.
So thanks to Brian Snyder for a great conversation yesterday, and if you've got questions, email me at [email protected].
Video Production
Okay. So today I want to talk about video and specifically scripting. So in order to do that, I want to talk about Wendy. All right? So Wendy's coming to your site. Wendy's checking you out, she's seeing what you can do and what you can do for her. And she gets onto the page of your site where you've got one of your videos. Now you have a very finite period of time to capture Wendy's imagination while she's there.
Here's the hard truth. Wendy doesn't care about you. Wendy doesn't care about your business. Wendy cares about Wendy. So at the beginning of your video, don't talk about yourself. Leave it alone. Wait. Talk about Wendy. Talk about her problems. Talk about the things that she's experiencing that you know from your other clients. Because once you can address Wendy's problems, then she'll trust you to solve them for her. So if Wendy doesn't care about you, make sure you care about Wendy.
Thanks to Felicia Rupp for giving me great help yesterday. And if you've got questions, email me at [email protected].
GeoFencing
Okay, so let's talk about Bob. Now, Bob is at the convention. All right, and Bob is a prospect. He's a potential client. He's somebody you'd really like to work with. So you spend a lot of time, effort, and energy going to the convention, getting your signage together, getting your booth together, a presentation. Maybe you give a speech, and you meet Bob and you say, "Hey Bob, how are you doing?" Have a nice conversation, maybe you have a couple of drinks, you trade business cards. Fantastic. Now, you've got a couple of different ways to reach out to Bob now. You've got his telephone number and you've got his email address. But, that will only get you so far. Is there something else you can do?
Well, in the olden days, GeoFencing meant that we could target people while they were in the area, whether it was a town, or a small town, or a burb, or in this case, a room. You can target people while they're there. But, the new technology allows you to track their IP addresses, which means that I can broadcast your messaging to them after they leave. So on his way to the airport, Bob sees your logo, on his way home, Bob sees your logo, at the office, Bob sees your logo, when he goes to check his sports scores, Bob sees your logo. So by the next week, by the next month, by the next quarter, Bob hasn't forgotten about you, because Bob keeps seeing you, and Bob is ready to have a conversation with you. That's how you keep up with Bob.
Thanks to Craig Fixie just for being a damn good cameraman. If you've got questions for me, email me at [email protected].
GeoFencing
Okay, so I got a question in about GeoFencing today, and I want to address this one because it comes back to the fundamental idea of what GeoFencing is. In the olden days, it used to mean a city, right? You want to target Denver, great. You want to target three suburbs of Denver because they match your audience profile? Great, we can do that. But the technology has advanced to the point where we can target down to about 25 feet, which is one room.
So I'll give you an example. We had a client call us up and say, "Hey, I've got a convention coming up at Caesar's Palace in Las Vegas. I'd like to GeoFence the event." Okay, great, fine, no problem. A couple of days later, another client calls up and says, "Hey, we have an entirely different conference going on at Caesar's Palace in Las Vegas on the same dates."
Now, in the old days, I would've had to say no, right? I already bought the airspace for the other guy. But in this case, what we did was target one campaign to the Augustus Ballroom at Caesar's Palace Las Vegas, and another campaign to the Octavius Ballroom at Caesar's Palace Las Vegas. Each one of them targeted their own convention with specific messaging and never the twain shall meet. The technology is amazing and you can put it to amazing use.
Thanks to E.J Hill for a great conversation today. And if you've got questions for me, email me [email protected].
Retargeting
Okay, so I've got another question in today and this one is about retargeting, also known as remarketing. And for those of you who don't know, we always use the red shoe example, which is you go on Amazon, you look at the pair of red shoes, and all of a sudden those red shoes are following you everywhere you go on the web. Whether they're on Amazon or Facebook or websites, you'll start seeing the red shoes. That's retargeting.
And retargeting basically says, you've been to our site, you've been to this page, you're probably interested in this thing. We're going to keep this in front of you for a couple of days so that you can think about making a decision for us.
The question is, when is retargeting appropriate? And I've been thinking about this for the last two hours and I got to be honest with you, I have not come up with an example when it would not be appropriate. If your website is not important to your business, that's a good time to not use retargeting. Otherwise you should be using it, if only because it is a ridiculously cheap tactic to keep yourself in front of somebody while they're making a decision. And you spend a lot of time, effort, and energy getting somebody to your site at all, spend a little bit more dough to stay in front of them. Because maybe they didn't download your white paper, maybe they didn't sign up for a free demo. But they are considering you. And so if you can stay in front of them and keep positive brand messaging in front of them during the time that they're making the decision, there's a higher likelihood chance that they're going to use you.
So that's my answer on when retargeting is appropriate. And if you're not using it, you really should consider it because A, it's cheap. And B, it's easy to pull off. And it brings people back.
So thanks to Brian Snyder for being the absolute best. And if you've got questions for me, email me at [email protected].
Okay. I said I would answer questions. Today's question is, what's under the hat? And the answer is hair that's not very good at being hair, but this is actually something I want to talk about. So I'm going to turn it into a rant.
The question actually is, Why the hat? Now, you may have noticed I wear basically the same thing every day. I got a Dri-FIT hat. I got a quarter zip and the same basic pair of pants.
Why? This is all due to a doctor out of Princeton named Roy Baumeister, and Roy was the guy who came up with the concept of decision fatigue. He basically said you're making hundreds of decisions every day; right, left, north, south, east, west, up, down, chicken or fish. Where do you want to go for lunch? Do you want to use a paperclip or a stapler? All these things add up during the course of the day, and you're only capable of making so many decisions before you start to wear out, and you stop making rational decisions and you start making emotional ones.
So you may have noticed that a lot of people do this. Mark Zuckerberg wears the same thing every day. Steve Jobs famously wore the same thing for 15 years. Louis C.K. does it. Christopher Nolan does it. And the reason they do it is because they're saving up their points. They have other bigger decisions to make during the course of the day than what they're wearing, so they remove it as a decision.
And this is something that we love here, is making things easier for the client is a mantra. When you can learn to do this for yourself and take away the unnecessary decisions out of your day, you'll find that you're capable of lot more. But more importantly, you'll discover that you can do it for your clients. Taking away a decision, one less thing that they need to worry about or decide upon, when you can do that, when you can give that gift to one of your clients, it's a huge boon for them. So thanks to Neil Ingram for the question, and if you've got questions for me, email me at [email protected].
GeoFencing
Okay. It's a busy day, so I'm just going to talk about what I'm doing, and I'm going to put you in my client's shoes. You are done pitching. You have gone out to 12, 20, 25 different companies over the course of the last month and done your big pitches... we're talking large pitches. The difference between hiring a group of people and firing a group of people type of pitches, and you've done everything you can. All right? The company has three months, two months, month and a half that they're going to consider the proposals that are in front of him, yours among other peoples, and make a decision on what they want to do.
Now you know that calling them over and over again is a really bad idea, and probably reaching out to them via email is also equally annoying, but one of the ways that you can still reach them is by geofencing headquarters. As they're in the process of making this decision, they keep seeing you, they keep seeing your logo, they keep seeing your ad, they keep seeing why they should work with you. It's a very good way to stay top of mind while someone is considering you.
I don't recommend it for small proposals, but if it's something big, if it's something that matters, especially if you've got several of them going out and your sales team is depending on you, geofencing is a great way to stay top of mind.
Thanks very much to Brett Varvel for great conversation and great work yesterday. If you have questions for me, email me at [email protected].
GeoFencing
Okay. So I'd like to talk about GeoFencing today because we got a question about that as it relates to conferences. So, you spend a lot of money on conferences and conventions to go there and interact with your potential clients. You spend money for your team to go out, maybe your sales people, maybe your marketing people, maybe both. You spend money to rent the space, you spend money on the booth, you spend money on the hotel rooms, the food, the entertainment. Maybe you sponsor something at the event. And all that is money well-spent because you're reaching out to the people that matter most to you.
One of the companies that we work with in California has 30 conferences a year that are related to their industry, and they go to about five of them because every time they go it cost them $20-25 grand. And that's about what the budget allows for.
GeoFencing conferences that you don't attend, because they're too expensive, is a very cost-effective way to keep that conversation going and make your presence known at those events, even when you can't afford to be there. And the great thing about geo-fencing is that it's all trackable. So you target the event and continue targeting those IP addresses for an additional 30, 60, 90 days, and you can see them coming to your website.
So, when you can't afford to go to a conference, you can't afford to go to all of them, the ones that you can't afford to go to, you probably can afford to GeoFence the event and keep your brand in front of them.
Thanks very much to Brian Sergi for being awesome, and thanks for the drinks. If you've got questions for me, email me at [email protected].