Have you ever set up everything to make a content video and thought, Okay, what am I going to talk about today?
We’ve all been there…especially when first starting out and before learning how to make a content calendar.
Right now, I am learning more about quality video content from Peng Joon. I want to be able to serve people better by delivering videos that actually help them move from where they are to where they want to be and not just consuming information that will never be used.
Today I’ve broken down what I am learning about strategic scripts and content, so you and I both can start making better videos…and content in general.
The first thing to understand is that when you are talking to your audience, there are two journeys going on: the transformational journey of your customer and your own transformational journey.
Your customer wants to get from point A to point B, but there are obstacles along the way.
You have gotten from point A to point B with the bumps and bruises to show for it, and you can help them more easily navigate those obstacles.
But how do you get them to actually make it happen? How do help them see the finish line and to keep going through the struggles that are sure to come?
If you want to help your customer make the changes they have said they want to make, it starts in the mind; YOU HAVE TO CHANGE HOW THEY THINK.
We often think it is enough to just get the steps to follow “5 Easy Steps to Help You Achieve X”. If I just knew what to do, I would do it, right? While the steps are super helpful, they just simply aren’t enough when the goal you are trying to reach is a gigantic mountain.
For example, we all know the steps to follow to lose weight (eat well and exercise), but why are we not all fit, then? -because it has more to do with what’s going on in the MIND.
Your Customer’s Journey
To serve your audience the best (as I am learning from Peng Joon), there are 4 things in your customer’s mind that you HAVE to address:
Your customer needs to believe it is possible to achieve the desired result (I’m not different). If you paint a pretty picture and show the dream, but he or she thinks, That’s great for you, but there’s no WAY I could ever do that, you’ve lost. You need to be able to spark motivation but also teach how to maintain it for the long haul. Address things like environment, having the right attitude, and being around the right people.
All of us have fears when starting a new adventure. What if it doesn’t work? What if I lose everything? What if people make fun of me? What if I don’t know how to handle success? Talk about the things that your customers fear the most and try to calm those fears. Tell stories that relate to those fears.
These are things pretty much everybody wants, like love, freedom, more time with loved ones, earn more income, better health. Relate what you are doing to one or more of these universal desires.
When we are told about a new product or opportunity, we often come up with many “I can’t because…” statements or, “I don’t think it will work for me because…” Examples are like people thinking they are too old, too young, not smart enough, not valuable enough, don’t have enough money to be successful. Address the most common objections in your videos.
So, always be thinking about where your customer currently is on his or her journey, and talk about those 4 things. However, like I said, there is another journey going on. Yours! You ALSO need to be talking about where you have been and where you are, and relate each part of your journey to your customer’s.
In order for your customers to trust you, they do need to know that you have achieved something. These may or may not be monetary successes, but they need to know you are somewhat of an expert, have learned some things, and have overcome some hurdles.
This is what makes you real. I once heard it said that the story you least want to tell will be your breakthrough and the place where the most people will connect with you. What have been your roughest moments? Let them know, because they might be right there now.
How did you get those strengths? What events in your story built you up the most? Highlight your strengths.
What do you personally believe and value? What is right? What is wrong? What do you believe about family, money, business, life, your customer? People connect over shared values, and you create relationships over these things. How will people find those connection points if you don’t share them?
When you can bounce back and forth between your customer’s journey and your journey, you will serve your audience at a very high level. Experience trumps theory, and changing someone’s mindset and beliefs trumps practical steps.
My goal is, with every video, to angle from one or more of these points. I have seen for myself how, when I purchase a low cost info-product, I tend to learn a lot, but it does not product lasting change. However, when I purchase a higher-cost product, the motivation and mindset work that is interwoven with the technical, practical advice is the part that makes it more valuable and that produces real transformation.
What has been your experience with video content you consume? Let me know in the comments.
P.S. — If you are new to marketing principles in general and want a proven roadmap, read Dean Holland’s book The Iceberg Effect. It’s free! All you pay is shipping.