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10 Secrets of Highly Lucrative Video Marketing

I started to compile a bunch of stats to show you how popular video marketing is becoming. And then I realized – the last thing you need are more stats about how video is taking over the internet.

10 Secrets of Highly Lucrative Video Marketing

The fact is, if you’re not using video yet, you’re losing customers, clients and revenue.

Consumers love video. They watch video. They ENJOY video.

They even enjoy video when the video is selling something, as long as the video still entertains and informs.

So how can you use more video in your business?

And how can you make those videos perform as well as possible in getting your viewers to take action?

Here are ten tips to get you started in the right direction:

1: Make your video is about the story, not about the sale.

Anyone can slap up a sales video and put it on YouTube. “Buy my product!” But will it get views? Not likely.

Instead, tell stories and deliver value. Let’s say you’re selling a course on how to do marketing for chiropractic offices.

It’s tempting to tell the viewer why your course rocks, why it’s exactly what they need, and how it’s only available for a limited time.

But what if you make a series of short videos, with each video providing one powerful marketing tip just for chiropractors?

I guarantee those videos will be watched and shared among the chiropractic community.

You’ll establish massive credibility. And of course you can politely refer them to your website at the end of each video.

These videos won’t sell your course for you.

But what they will do is make it far easier to get the sale.

Think of it as romancing the client…

First you take them out on a date or two or three…

And THEN you close the sale.

Your success rate will be much higher than if you try to close the sale while the two of you are still strangers.

2: Make the first 10 seconds the BEST 10 seconds ever.

One stat says that 20% of viewers will click away from a video within the first 10 seconds.

Now you’ve got to ask yourself – why would they do that?

They came to watch something, yet they leave almost immediately.

There could be a few reasons:

  • Your video doesn’t appear to be what they expected. If they are coming from a link that says, “Free iPad!” and your video is about growing organic veggies, you’re going to lose them. Continuity is key here.
  • You have a long, boring, “Look at me!” intro. You’ve seen those intros where it’s 30 seconds of how great the company, video creator, brand or whatever is. The problem is, no one cares but the person who made the video. Lose the long intro.
  • You dilly dally around. Taking the first minute of the video to finish setting up your recording equipment is a major no-no.
  • You don’t start out with a bang. You want to get right to the meat of the subject by quickly introducing what’s happening and then making it happen.

Think about movies back in the 50’s, 60’s and even 70’s – they all had long boring intros filled with lots of credits and no action.

Now think about todays’ movies – from the first moment there is action; something that captures your attention and makes you want to stay tuned to find out what’s happening, why it’s happening and what’s going to happen next.

When it comes to writing fiction, teachers often tell their students to lop off the first page or two, because they’re usually full of long, boring intro stuff to set up the first scene. But when you lop that off and start with the action, BOOM – the reader is captivated.

Videos are the same way. Start with the good stuff and let it just get better form there.

3: Don’t be so serious.

Your video might be to inform and instruct, but that doesn’t mean you have to sound like a boring, stuffy college professor.

Find ways to inject fun and humor into your presentations. This doesn’t mean to inject knock-knock jokes that have nothing to do with the topic at hand. Instead, find the humor in what you’re teaching or talking about. It’s always there, you just have to look for it.

Now I know that when you get in front of a camera, if you’re like most people you get nervous. And when you get nervous, you might not be able to find the humor in anything, except perhaps your own nervousness.

Three things I can tell you – if you practice beforehand in front of a friend, you’ll be surprised at the funny things that come to mind. Go ahead and try your humor on your friend and listen to their feedback. They’ll tell you which ones parts and which to leave out.

Second, when you’re filming, continue to think of the camera as your friend. You’re just having a friendly conversation, regardless of whether it’s you on camera or you’re using slides.

Third, have fun. If you’re having fun then the viewer will likely have fun as well.

4: It’s good to be human.

No one really likes someone who is perfect, or even someone who comes across as perfect. That’s why it’s okay to make mistakes on camera.

If you are nervous or if you do something wrong, just acknowledge it and move on. For example, you drop something you were showing the viewer. Laugh, pick it up, make a joke about your nerves or your butterfingers or whatever, and move on.

It’s a funny thing when we admit to the audience that we’re human and we can laugh at our own foibles – the audience begins to like us more, and they root for us, too.

I even know people who purposely make a mistake or do something clumsy, just so they can get the audience on their side.

It’s a truly effective technique when done right.

5: Tell embarrassing stories about yourself.

As an extension of the last point, use yourself as an example of what not to do. Let’s say you’re teaching dating tips. You want to tell the viewers what not to do. Instead of saying, “You should never, ever do this or that because it just annoys the other person,” say this:

“I was once on a date and I made the dumbest mistake possible. What happened was…”

And then go on to tell a story about yourself doing something stupid or wrong or whatever.

Notice that now instead of lecturing the viewer, you are sharing a valuable story about how you goofed up.

This does a couple of things…

It teaches the viewer in a way they will remember, because people remember stories much better than lessons.

And it’s yet another opportunity to show just how human you are, and make the audience like you even more.

But what if you never made that mistake yourself?

It’s up to you, but I see no harm in telling the story from your point of view anyway. Again, it’s a highly effective teaching method, and everyone loves somebody who can laugh at themselves.

Just look at comedians – they are continually telling audiences about the stuff they’ve done that wasn’t too bright. And audiences love them for it.

6: Optimize your videos for search.

Here are a few tips for doing just that:

If you can, host your video to your own domain first, before uploading it to sharing sites. This has the potential to get people to link back to your own domain, which will also help your overall SEO efforts.

Enable embedding on your video to increase the likelihood of receiving inbound links.

Add your videos to your sitemap to give Google information about your video. This gives Google useful metadata that can improve Google’s ability to include your video in search results. Here’s a handy page to tell you how https://developers.google.com/webmasters/videosearch/sitemaps.

Use tags for the relevant keywords. Write full descriptions and add a unique title.

And remember this: If it has a box, Google needs you to fill it out in order to help you rank.

7: Educate your audience.

Some of the best videos you’ll ever make, that your prospects and clients will love, are videos that teach your viewers something useful.

Whether it’s to get a result they want, show them how to best use your product, or provide useful tips, people enjoy short ‘how to’ videos that teach them what they want to know, when they want to know it.

Which of course means you need to be found when they are looking. To do that, go back to #6 and make sure your video shows up in the appropriate SEO searches.

8: Let your customers speak for you.

Social proof is best done by your customers on your behalf. For example, you can ask customers to film themselves talking about how they use and love your product.

Case studies are an excellent way to showcase your product while teaching your audience how to achieve the result they desire.

Your customer might talk about their buying decision, what might have stopped them from buying, and why they went ahead and got the product.

Next they might talk about their results of using the product, what specific features they like, and the biggest benefits of using the product.

A good customer testimonial or case study can be worth an entire sales letter when it comes to converting new prospects into customers.

9: Add a call to action

Whatever kind of video you’re making, don’t forget to add a call to action at the end. It might be to visit your website, go to a landing page to grab a free report, check out a sales page or whatever.

Just remember that your videos should be 90-95% great content and just 5-10% sales.

10: Add a video to your landing pages to increase conversions.

Naturally you’ll want to test this out, but odds are you’ll see a nice bump in your conversions on your landing page if you add a short video.

The video should quickly introduce yourself and let them know what they’re getting when they subscribe. Make it friendly and fun for the viewer, and try to inject a little humor.

Most of all, give one very clear and immediate benefit of subscribing to your list and grabbing your free offer.

I know a marketer who never sells a thing on his videos. All he does is provide helpful tips, tell silly stories about his industry and act as a helpful friend to his viewers.

And his sales are through the roof. Why? Because people love him and trust him.

Video isn’t hard. What’s difficult sometimes is relaxing enough to simply be ourselves and lend a helping hand or tip to the viewer.

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8 Marketing Lessons from United Airlines

United Airlines has been getting all kinds of free publicity in the news and on social media lately. Unfortunately, that old saying of, “There’s no such thing as bad publicity” has proven to be a farce for United.

8 Marketing Lessons from United Airlines

Last month United overbooked a flight, and then demanded that several passengers relinquish their seats so that United employees could fly instead of paying customers.

Now, we probably would have never heard about this incident if United wasn’t trying to save a penny.

They did offer a small sum if people would volunteer their seats. No one took the offer. So did they then offer more money? Nope. Instead, they sent in thugs to physically drag a 69 year old doctor off of the plane, knocking his head against the armrest before dragging his limp and bleeding body down the aisle by his arms and legs.

The video of this went viral, as did as second video of the passenger returning to the plane, dazed and disoriented, his face covered in blood, mumbling “just kill me.”

Wow. Just… wow.

The internet went crazy, and rightly so.

People the world over are vowing to never, NEVER fly on United again.

The people of China are especially upset, saying this was racial profiling, discrimination and so forth. In fact it was the number one trending topic on Chinese social media. And China is a big market for United.

So how did United’s CEO Oscar Munoz, winner of an actual P.R. award for “Communicator of the Year,” handle the situation?

By offering what might be the lamest excuse for an apology in history. He said, “I apologize for having to re-accommodate these customers.” He made NO mention that a human being was dragged off one of their planes by the arms and legs.

But Munoz had more to say, writing a letter to employees extensively blaming the victim for what United did.

Victim blaming? Really Mr. CEO?

The first rule of holes: When you’re in one, stop digging.

– Molly Ivins

Gee, if only an incident like this could be prevented.

Oh wait, it can be!

All United had to do was:

Remember their customers are HUMAN BEINGS who deserve respect. Really, why does anyone need to remind them of this??

Continue to increase the financial incentive to book a later flight. Raise the offer enough and people will say yes.

Or, United could have simply booked their employees on another flight.

Best solution of all – DON’T OVER BOOK YOUR FLIGHTS, UNITED.

Now would any one of those been so hard?

But instead, United decided on a whim to anger the world by assaulting a passenger.

And this isn’t a first for United, either.

Singer/songwriter Dave Carroll was waiting to deplane a United flight when he and other band members saw their guitars being hurled through the air by airline workers.

He later discovered his $3,500 Taylor guitar’s neck was broken clear through.

So did United apologize and pay for a new guitar?

No, because that would have cost money. Instead, they gave Dave Carroll excuses for months, insisting they weren’t liable for breaking a guitar they broke.

In frustration, Carroll wrote a song, “United Breaks Guitars,” which went viral, gaining over 17 million views as of this writing. https://www.youtube.com/watch?v=5YGc4zOqozo

Then he wrote two more songs to go with the first, both of which also went viral. And he even wrote a book, “United Breaks Guitars: The Power of One Voice in the Age of Social Media.”

United’s response? After the first 150,000 views of the first video, United offered to pay Dave Carroll to remove the video. By then Carroll had enough of United’s attitude and flatly refused their offer.

As the video went viral, news media picked up the story. Soon newspapers and broadcast media across North America were doing stories about the song. Carroll did over 200 interviews in just a few months.

Then the copy cats came in and did parodies, adding even further views. Really, is there anyone who hasn’t heard that United breaks guitars?

United also recently incurred negative publicity and a severe backlash when they refused boarding to two young passengers because they were wearing leggings.

In 2015 United made an emergency landing in Salt Lake City to eject an entire Oregon family from the plane because the daughter was autistic. Which begs the question – wasn’t the daughter autistic when they allowed her to board? And why do they discriminate against the autistic anyway?

There’s even a consumer rights advocacy website called Untied.com that was started 20 years ago by a Montreal engineering professor. The site has collected 30,000 complaints and one lawsuit from United, presumably trying to silence dissatisfied customers by shutting the website down.

So… what marketing lessons can United teach us?

    1. Treat your customers like human beings. This should be easy for United, since they see their customers face to face. For us, we generally only know our customers by email addresses and names. Yet I think many internet marketers are already better at treating their customers like people than United.

    2. Value your customers. When you treat your customer right, they will be back time and time again. Treat them poorly and not only will they not return – they’ll also tell the world via social media what you did.

    3. No matter what, be nice. The doctor explained he would not leave the plane because he had patients to see the next morning. He was being nice and explaining his position. United could have been nice, too, and offered to book him on another flight in first class to get him home on time. Instead, they knocked him unconscious and dragged him from the plane. No paying customer – even if they aren’t nice – deserves to be treated like that for their patronage.

    4. If you screw up, or your employees screw up, ADMIT IT IMMEDIATELY. Half the backlash against United right now and all of it during the guitar throwing incident happened because United didn’t take responsibility. Never forget, in your business the buck stops with YOU.

    5. Follow rules and regulations. Airlines can legally take your money and then deny you a seat if they have overbooked a flight. What they cannot do is remove you once you have boarded, because there is nothing in the rules that allows United to remove a passenger already on the plane. The lawsuit that is sure to be filed will be slam dunk, as United has no defense for what they did, regardless of what their PR spin might be. Your life and your business will be so much simpler and you’ll save a fortune in fines and attorney fees when you follow the rules and obey the laws.

    6. Know who your business partners are. The United flight in question was operated by a regional partner called Republic Airlines. You are responsible for the actions of your partners. If they give your customers a poor experience, then YOU are giving your customers a poor experience. Be choosy and careful when partnering or joint venturing with anybody.

    7. Video and social media are game changers. If this incident happened 20 years ago, it would have been a blip on the radar and a small news story for one day at most. Instead, it’s a viral video with millions of views and a non-stop story in the news. Not to mention the huge and relentless social media firestorm created with a single one minute video. Video and social media can make or break you and your business in a heartbeat. Be wicked smart when using either one.

    8. Past mistakes will haunt you. With this new story comes a dredging up of the United Breaks Guitars story. And guaranteed, the next big mistake United makes will bring both of these stories back into the public eye, and so forth. If only United had paid for a new guitar. If only United treated people like… people. Once done, mistakes cannot be undone. So always err on the side of caution and do the right thing. Always.

    Bonus Lesson: You can capitalize on the mistakes of your competitors. Shortly after the United debacle, Delta Airlines announced its employees are now authorized to offer up to $10,000 in incentives to give up seats on overbooked flights, resulting in front page news stories and plenty of free, positive publicity.

If there is one big lesson in all of this, it’s this: Treat your customers the way you would want to be treated.

Think of them as your brothers, sisters, aunts, uncles, children… whatever it takes to see them as real people, with real problems, hopes, desires and dreams.

At the risk of sounding corny, I can sum it up in three simple words:

Love Your Customers

Do this and everything else – including the money – will fall into place.

It takes 20 years to build a reputation and 10 minutes to ruin it.

– Warren Buffet

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Simple Money Making Method Never Fails

Marketers have used this technique for years to make a nice little side income.

Simple Money Making Method Never Fails

And you can do this as often as you like, too.

All you do is register promising sounding domain names.

Or snap up existing domains when they’re dropped, using one of the expired domain tools.

The trick is to offer them to your own list. Don’t try to sell them on Sedo or GoDaddy because you probably won’t do all that well.

But if you offer them to your list, or even run a WSO for them, you’ll probably sell more easily.

Let your readers know these are domains you’d planned to develop yourself, but now you’ve decided to sell them instead.

And YOU set the prices.

You can use a domain valuation tool, or just decide on values yourself.

Set them at different prices, based on how valuable you think they might be. Your readers will seldom try to negotiate, but if they do, that’s fine.

A domain is worth exactly what someone is willing to pay for it. And the beauty is, scarcity is built right in. After all, there is only one of each, period. So selling them is pretty easy.

You can buy aged domains for $10 when they’re dropped, and sell them for hundreds of dollars.

The trick is to sell them to your list or in a place like the Warrior forum.

Choose domain in all kinds of niches, not just Internet marketing.

Just about everyone will read a list of domain names to see if there’s something in there they want. Buying domains is often an impulse purchase, and marketers just can’t help themselves.

Here are three domain valuation tools that are free:

http://domainindex.com/

https://www.estibot.com/

https://www.domaining.com/valuate/

Just keep in mind that these tools are only guessing. Frankly, your guess might be better than theirs, since you know your list and what they value.

When you email your list, let them know the email is going out to thousands of readers (if that’s true) so they know they better be quick. First come, first served.

You might also make suggestions for the types of websites that could be built on each domain. Not everyone has the imagination or business acumen to figure out how to use a domain.

You can either send out one big list of domains a few times a year, or send out smaller lists more often.

If you’re only offering, say, 5 domains at one time, you can write a good paragraph or two on how each might be used, what similar domains have sold for and whatever you think will help sell them.

Or take the easy route and just make a list and get it out there.

And don’t be afraid to ask for premium prices, either. You might be surprised at how much people are willing to pay for a domain they just have to have.

True value is always in the eye of the beholder.

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