Video has a way of connecting you to your prospects in a way that an articles or newsletters can’t quite match. When prospects watch your video, they feel like they know you.
For many coaches, though, making short, weekly videos is a really intimidating task.
Aston Martin, Belvedere, Bollinger, Fiat, Globe-Trotter, Heineken, Jaguar, Land Rover, Macallan, Mercedes-Benz, N.Peal, Omega, Rolls-Royce, Sony, Tom Ford, and Vuarnet.
Can you guess what these brands have in common?
These are just some of the brands (not all) featured in last year’s James Bond film, Spectre.
Even so, Spectre actually had less product placement than any other James Bond movie in the last 15 years.
Video of you speaking directly to your prospects can be incredibly powerful for establishing your authority in your marketing.
When you make three-minute videos part of your regular communication rhythm, your prospects have a reason to keep coming back to your site. And even though it’s such a powerful tool, there are some significant challenges that keep many coaches from even attempting to make videos of their own to reach their audience.
I want to de-mystify the video-making process and show you exactly how I do it so you can use videos as a regular part of your weekly content marketing.
Throughout my career as a coach, I’ve had the opportunity to meet and work with hundreds of coaches, ranging from brilliant, wildly-successful veterans to brand new coaches without a single client… and everything in between.
There’s one thing they all have in common.
None of them — not one — wants to waste time in their coaching sessions. No matter how much they love their clients and are passionate about helping them solve their problems,
I know tons of coaches who’ve spent years creating and perfecting their IP but placed far too little thought in how to deliver it.
You could have the greatest coaching program in your entire industry, but without the right framework for running your coaching sessions, you’ll run into problems.
Whether you deliver your coaching one-to-many or one-on-one, your clients will get stuck. That’s a reality we all face. Obviously, you want to help them,
Every piece of marketing content should do three things.
First, it needs to get the audience’s attention.
Second, it needs to keep the audience engaged all the way through to the end.
But if that’s all you do, it’s no different from any other type of content. The key difference between content and marketing content is that marketing content is designed with the very specific purpose of getting an audience to take action.
Even though the line between content and marketing content (or content marketing) is pretty blurry, there are some key differences coaches should be aware of.
Content is designed to be consumed by the audience. We see this in blog articles, YouTube videos, and podcasts. It’s entertaining or educational, and there’s nothing wrong with it. But, not all content is marketing content.
Marketing content is different because it’s designed to get the audience to take the next step with you.
Marketing content is content designed to sell your next step, whatever that next step may be. When you get it right, it’s unbelievably valuable.
The line between content and marketing has become really blurry. It’s nothing new, and you’ve probably heard me say this before. If you haven’t, then just look around you.
Take newspapers as an example. In the ‘olden days’ when everyone still read newspapers, you’d have a news story on one page and a very separate advertisement on the next. Sure, there were some smaller ads sprinkled throughout, but readers could immediately distinguish between ads and news stories.
Did you know that sales are almost never lost at end of sales meetings?
Most coaches don’t understand this, though. They put all their attention into the close and ignore the beginning. They think if they can only deliver the perfect pitch to the prospect at the end of the appointment, they’ll win them over.
It’s almost as if they’re presenting closing arguments in a courtroom to persuade a jury.
How twisted is that?