Businesses all have a story and it should be told.
When you tell your story people will relate to your product or service.
We are breaking it down on what types of stories you should be sharing with your customers in this weeks episode of Moron Monday.
If you missed last weeks episode, you can find it here.
Hey guys. What’s up? Jace over here at Ydraw.
Today we’re going to be talking about one of my favorite subjects. We’ve been trying to push this down companies throats for years now, and I just thought I’d sit down and break it down for you guys so you know why stories matter.
Here are six stories you should be telling your customers. We have another blog that has seven, but I put two together.
I’m going to go over these and then, at the end of this video, I’m going to show you guys what we did for Ydraw. We just created a simple video to show you step number one, a history of our business case.
So let’s run through these real quick.
Very first thing, every company should be talking about their history. They should be telling the stories of how their company got started. And that does matter.
Think about the story of Apple, we all know it.
Think about the story of Tesla, about SpaceX, about Facebook. Zuckerberg…young… didn’t know what he was doing, built a billion dollar company. We all get pulled into the stories, and majority of companies don’t tell their stories.
So it’s important that you go out there and tell them how you got started.
HOW YOUR PRODUCT/SERVICE WAS DISCOVERED
Next is how your product or service was discovered. What did you do to figure out your product or service?
Now, you can combine these a little bit, but people want to know….how did you discover your product or service?
And by doing that, what happens is, they’re like, hey, I was in that same guy’s shoes.
I was looking for the same solution to a problem. And if you tell people how your company came about or how the problem was discovered, then they’re more likely to buy into your business.
And remember, what all of this does is it gets multiple touches so people want to do business with you.
People do business with those who they like and trust. And all these stories get people to like and trust you so that they’ll give you money.
Back in 2011 explainer videos where the hot thing, everyone went out and got explainer videos because they were told that’s what they need, but they didn’t realize there was a bunch of other stuff that needs to go with it.
So they would have a great explainer video, stick it out on YouTube and hope they get business but it didn’t happen that way.
But a good explainer video is simple. You need to do a strong opening, a headline, problem, solution, and call to action.
That should be your formula because it just shows, here’s the problem, here’s how our product solves that problem, and then it gives them a call to action.
Is your website actually communicating the right message to your audience or turning them away? Don’t let yourself fall into the category of those who are doing things incorrectly! We’ve got plenty of tips that will help guide you to the perfect website and make sure you are sending the right message to your audience.
Take a look at this weeks Moron Monday video to learn what you should and shouldn’t be doing when it comes to your website.
If you missed last weeks episode, you can find it HERE! We talked about how to run successful video ads!
Hey, what’s up guys? I want to welcome you to another session of Moron Monday.
It’s not Monday, we call it Moron Monday because we just show you the different things that morons do in marketing, and especially video marketing.
Today is probably one of the most important episodes we’ve had. We’ve only had three, but it’s probably one of the most important episodes you’re going to see and continue to see, because we’re going to talk about the words. The words we use and the messaging we use. If you are a business and you are creating a website or you’re creating a new video, it’s really important that you say the right things to get people to take action.
And then same with your video message, it needs to be in there.
STEP NUMBER 1
This is probably where we see people screw up the most, is with simplicity.
I am a big fan of keeping things simple, and a lot of times when a customer comes to us and they’re like, “Hey, we want you guys to create our script,” (because we do all the scriptwriting when it comes to our videos), most of the time there’s a bit of a clash because what they’re focused on is actually confusing the heck out of the audience.
There’s that knowledge gap where they have been working in that industry, they know everything about it, and then you have a consumer who knows nothing about it.
What happens is they try to take all their jargon, all of their message, all of their features, and they just cram it into a video, and usually it doesn’t turn out good and it confuses the audience.
What we try to do is get them to step back and say, “Hey, let’s keep things simple and do not confuse.” Because if you confuse your audience, you’re going to lose them. They’re going to jump over to somebody else who doesn’t confuse them.
STEP NUMBER 2
And then the next thing, everything that you do needs to be customer and problem-solution focused.
Don’t go out there and say we, we, we, we, we.
You need to talk about what it is that you’re going to do for them.
How can you solve their problem? Because people really don’t care about your awards, they don’t care about that kind of stuff.
Now, you do need to show social proof, I’m not saying go get rid of all your awards, go get rid of all your testimonials. No. That comes a little later, like if you’re creating a website, social proof should be down below.
But you don’t want to start off with “we’re the number one lawyer in the world”. And I’m going to show you some examples of different sites.
I’m going to jump over to a simple screencast and give you guys an idea of what to do and what not to do on what makes sense.
So the very first site we’re going to go jump into is a lawyer site.
Lawyers are actually notorious for confusing their audience, and they love cramming so much information on above the fold.
It just doesn’t make sense. And people don’t pay attention to it anyway.
So the very first one I pulled up was this NevadaDivorce.net. And you will see above the fold, which above the fold is above the crease, you have a bunch of call to actions.
You have a ton of paragraphs. You have no idea what it is that these guys do, I mean they’re divorce attorneys, but it just says Nevada divorce and document service.
Now they have some bullet points, they have a whole paragraph here, paragraph there, and bunch of links on the right, call us … You just don’t know what it is that they actually do here, so most people will bounce.
Compare that to this. Neil Patel. If you don’t know who Neil Patel is, he’s one of the SEO experts out there. He ranks for a lot of different things.
But on his website he just says “Do you want more traffic?”
Great. You come there and you’re like, “Oh, what it is that Neil does? He gets me more traffic.” Do you want more traffic lead sales? Enter your URL below if you want to grow your traffic and revenue.
And then he has a website. Now, what he’ll do with this website is more of a lead capture. You put your information in here, and that’s it. That’s what his whole website is set up to do.
It’s simple, effective, and I like to use some of his stuff.
Here’s another attorney. I just kind of make fun of attorneys, sorry. But their websites are usually the worst.
So they start off, here’s my number. They’re the 702 Firm.
Now, you have a smiley, a mean, a half-smile guy here, and they’re awarded the best personal injury law firm. That is a hundred percent me, me-focused, it is not consumer-focused.
Best injury lawyers in Las Vegas…personal injuries…
They’re trying to do a lot of stuff with search engine optimization and load it in here, but this whole website does not talk one bit about the consumer.
Compared to this. This is StoryBrand.
If you don’t know who he is, he actually writes about clarifying your message. So workshops to help you clarify your message, that’s what he does.
He does workshops to help clarify message. And then he just says eliminate confusion, connect with customers, grow your company.
You can see that that is customer-focused and it’s not about him, he doesn’t say, “We do this, this, this, this,” it’s like no, you’re going to eliminate confusion, you’re going to connect with your audience, and grow your company.
And then in the background he actually shows a good image of what’s going on so there’s just no confusion.
Compared to this one, this is a mortgage one. So hundreds of mortgage options under one roof.
Then they have this slider here that is going way too fast. They have nothing here, they just have some images and then this creepy little thing that pops up.
And then if you scroll down, there’s this long old paragraph here that nobody reads.
If you looked at the bounce rate and just said, “Hey, what happened?”
Now, if you space it out it’s okay to do some paragraphs. I’ll show you what I’m testing right now.
Okay, if you jump over onto this page here. I’m testing some longer form because long form sales letters do work.
Then I go into these long form paragraphs here, where I talk about what kind of results we get for customers, and this seems to be working.
But you’ll see I space it out. I very rarely have two sentences per paragraph. I space it out, I highlight it. I don’t make it look all slammed together where people aren’t going to read that stuff.
You don’t need to eliminate all the writing on a website. This seems to be working, and we’ll keep testing.
But the main point it, just don’t confuse your audience.
Keep things simple, don’t confuse them.
Go back through your material.
The best way to get the most out of these courses that we do is go back through your material and apply these things that we talk about. Look at your website messaging and say, “Am I confusing my audience? If they come here, do they know what it is that I do within five seconds?”
And then another big thing, on a website you should have your headline. You can have a sub-headline here.
Make sure you have a call to action. You want to say, “Hey, if you’re here at my website, this is what I want you to do. Here’s what you’re going to get.” Don’t forget to put a call to action, and most of those websites that I did show you did not have that.
Same with video. So video, it needs to kind of fall in the same format, but it’s a little different.
What we like to do on videos is a headline, problem, solution, call to action, and then we’ll extend it out.
There’s a lot of popular videos that have millions of views that follow this same formula. They will do a guarantee, another solution, another call to action.
But don’t forget this call to action in your videos. You want them to do something. After they engage with any of your material, whether it’s brochures, website, videos, you want to ask them to do something so that you can do business. So don’t forget that.
And that is it. Go through your stuff, make the changes, and we’ll see you on the next episode.
Hey, guys. I want to welcome you to the second episode of “Moron Monday“. This is where we talk about the dumb things (and good things) people are doing in marketing. Last week, we went over a little bit about video remarketing. I want to show you a little more on this. We’re going to go over the different ways you can target your audience. Remember, I’m Jace with Ydraw and Marketing Hy.
Here are the different ways you can run ads in front of your audience. This is specifically for YouTube. One cool thing that YouTube came out with last October is what’s called TrueView for action ads.
This year, they also came out with being able to target TVs. So you know if people are watching your videos right on their TVs.
1. Placement campaigns
What is a placement campaign? We’re able to handpick the videos we want to run your video ads in front of.
If you’re a financial company and you want to get in front of other financial videos or in front of your target audience who is watching financial videos, you are then able to run them a placement campaign, and you’re also able to target your competitor’s videos. A lot of people like doing this.
If your competitors have a YouTube channel, you’re able to run your videos in front of theirs.
We went over this last week, but you’re able to target your website visitors and your YouTube viewers. If they watch a video on your YouTube channel, you’re able to run them more YouTube ads, or if they go to your website, you’re able to run them YouTube ads.
3. In-Market Audiences
There’s four steps, but I just combined these. I ran out of whiteboard space.
You have keywords and in-market audiences. In-market is kind of like your TrueView for action. If they’re searching for a new car, we can run them a video ad if we have a new car video ad,or if you’re a car dealership.
I don’t know why car dealerships aren’t doing this, but what they should be doing is running video ads in their local area to people who are searching for cars. Simple to do, nobody’s doing it.
Same thing for restaurants. If you’re in a local area and you want to get a little bit of traction, you might as well be running your video ads to those who are searching for restaurants, or just in your local area because it’s so cheap.
The last one is keyword base. You can go and focus on certain keywords like you would a pay-per-click campaign, or a search campaign on Google Ads. You can do the same thing on YouTube.
If people are searching for running shoes, you can have your video pop up at the top for running shoes. Got it? That’s a simple thing you can do for video ads.
If you have questions, just go to our site ydraw.com. We’d love to help you. We’d love to create some of these video campaigns for you. It’s cheap, and we’ll post on there some examples and some results that some of our clients have got.
What Is Tone and Mood and Why Do They Matter to Your Video?
By Erica Schmidt Jabali
According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.
This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act. (read more here)
This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.
And, we are usually met with crickets on the other end of the line.
Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.
Don’t worry – we got you.
So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:
Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.
Here are some examples of videos that use a different tone:
In this video, the client wanted a confident, inspirational, educational tone:
Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal
In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:
So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.
Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.
WHY THIS MATTERS:
You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.
So, how do you think this person wants to be talked to?
Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:
Do you want a fast-talking, witty, lightning speed commentary like this one?
The tone you choose for your video should be directly related to how your target consumer wants to be talked to.
So, when deciding the tone for your video, consider the following questions:
What prior marketing campaigns have been the most successful and what tone did they take?
What type of tone will your target consumer be most responsive to?
What tone will best represent your vision for your business and how you want to be perceived?
Try to think of three key words to describe this tone.
Excellent. Now that you have your tone figured out, let’s move on to mood:
This is how the viewer will feel after watching your video.
For example, this client focuses on food kits for emergencies:
How did this video make you feel? That’s the mood of the video.
Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.
You need to think about the mood because you want to have that target in mind when writing your video.
For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.
Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.
Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.
WRAP IT UP:
The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
The tone creates the mood that your viewer will feel
With most purchasing decision made based on emotions – how you make your viewer feel is very important
Consider your target tone and mood carefully when preparing for your kick-off call!
There you have it. Everything you needed to know about tone and mood.
We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.
Please reach out with any questions. We can’t wait to work with you!
This past week we shipped off two of our Project Managers (Kristen and Lexa) to Miami to teach Estheticians about how they can be using social media and video marketing to grow their business. Here’s a quick run down of what they shared!
WHY should you be using video in your marketing plan? And HOW should you be utilizing your social media?
Let’s start with video…
Let’s be honest, people are lazy these days and don’t care to read a bunch of information. This is where video comes in. Getting them to click play is a much easier task, than getting them to read paragraphs of information. BUT there are things you need to consider when creating a video to use.
For example, our attention spans are down to a record low and we have 5 seconds, yep you heard me…5 SECONDS to grab our viewers attention. This means you SHOULD NOT UNDER ANY CIRCUMSTANCE start with branding. You don’t need an opening title that has your logo, or anything like that. If you choose to do that, before you know it your 5 seconds have passed and your potential customer is long gone. Instead, you’ll want to jump into your subject right away. Then proceed to EDUCATE your audience. More education, and less promotion. Try to focus your content on your CUSTOMERS needs. What do THEY want to see, and how can YOU help THEM. Solve their problems and they’re a customer for life. Try to stay away from only talking about your company, and how great you are. Your content should speak for itself.
Not sure where to start when it comes to implementing video? Here’s some advice.
Create a library of the following types of video: 1. 3 WHY Videos (1 minute each)
-Share WHY you are doing what you are doing
-Start with 3 60 second videos 2. 3 HOW Videos (1 minute each)
-Share educational videos
-Start with 3 60 second videos 3. 3 ALL TO ACTION Videos (1 minute each)
-Share promotional videos with a call to action at the end
Tip: Check out what your competitors are doing and then think like your customer…what would YOU want to see if you were them.
Okay, so you’ve created your video library, but now what?
RUN VIDEO AD CAMPAIGNS! This is an amazing tool that not enough people are taking advantage of. Through video ads you can get your video in front of your ideal client. This kind of marketing is genius. You can determine your audience by selecting the location, age group, gender, languages, demographics, interests, behaviors, and more. Now if we are being honest here (and we always are), anyone can set up an ad campaign but they require trial and error to determine how to best utilize them. If you have the budget, hire a professional (spoiler: that’s us, we are the professionals). They’ll be able to better track what is and isn’t working for you, so that they can adjust your campaigns.
Moving on to social media…
When somebody comes to your page, it’s important that we immediately draw them in and give them a reason to click “follow”. You don’t want them to be confused about who or what they are following.
4 THINGS TO INCLUDE IN YOUR BUSINESS BIO: WHO: Who you are/company name. WHAT: What you do. State the products/ services you offer. CALL TO ACTION: Website, booking site, etc. OFFER: Discount code, link to tutorial, etc.
Keep in mind what the goal is. We want to use social media to grow and showcase our business and what we have to offer. Don’t show your personal life, what your eating, etc. This doesn’t create value or give your follower a reason to stick around.
Other things you can be doing with your social media:
-Create a personalized hashtag to use on your posts
-Post on your story
-Share customer testimonials
-Create videos to share on IGTV
-Tell your customers/clients to share your product/service on their social media and offer them a discount for any referrals (People want social proof)
-Repost content that your customers/clients share
-Utilize your highlight stories (Share things here that answer your FAQs. This will help make it so you don’t have to answer the same questions all of the time
-Interact with others from your profile (reply to comments/questions you get, comment on other accounts, etc)
-If applicable, use influencers to help spread the word about your business
Other important factors:
-DO NOT post a bunch of stock images/graphics. Be creative and authentic with your posts.
-Produce content that sets you apart from your competitors.
-BE CONSISTENT: Whether its posting weekly or daily, make sure that your profile is up-to-date so people know you are serious about your business.
So the question of the day is what can YOU do to better your social media and video marketing game?
When talking with a Project Manager or other Creative here at Ydraw, it is important to help us understand exactly what your company wants.
Otherwise, how can we blow your mind with incredibly awesome and mystical videos?
One of our favorite things is getting to work with heaps of companies with unique brands and differing requests. Unfortunately, working with a wide range of opinions can make it difficult for our team to pinpoint your companies wishes.
It’s true…we are made of stardust and wishes and magical things, but let me tell you a secret…we can’t actually read minds.
I know, weird right?
For years, we have been diligently looking for a mind-reading crystal ball and unfortunately haven’t found one yet. But…we haven’t given up hope just yet, so we will let you know when that happens!
It’s important that we continue to ask lots of questions and paramount that you and your team clearly communicate your wishes.
If you don’t know what you want, and we don’t know what you want, we’re just shooting in the dark. And although our accuracy is near perfect… we aren’t quite there yet.
Listen, we do this all day every day, so trust us when we say we don’t get our feelings hurt. We love working with diverse companies and that is why we have made our process collaborative and flexible.
So be raw, be truthful and communicate clearly.
By the way…
We are POSITIVE that if we did have a crystal ball, it would tell us that YOU ARE FULL OF MAGIC!!