The 7 Types of Video Every Business Should Be Using Right Now

Everybody tells you you're supposed to be doing video marketing, but what kind of videos should you be doing? That is the giant question because in the end, when they tell you to do a video, you do hundreds and you start to gain momentum after 100. It just takes forever, it feels like. What if there were 7 videos you knew you needed to create today and you knew how to create them? Welcome to the Magnetic Marketing Podcast. Today we have a very special guest named Charlie McDermott, and Charlie is one of our winners of the Marketer of the Year back in the day, and he's being interviewed in this episode by Bill Glazer. And one of the things they're talking about are 7 videos every business should be using to create a flood of online traffic and a crowd of new clients. He's going to break out what those 7 videos are and how they're going to be amazing organic sources for your business. Now, don't take it from me. Take out a piece of paper, take some notes, or watch for that one golden nugget you need in order to be able to take your business to the next level using video and how to use it wisely today. Let's jump into the 7 types of video every business should be using right now with Charlie McDermott and Bill Glazer.

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The legend of Dan Kennedy should be ignored at your own peril.

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Dan opened my eyes to what small business marketing looks like.

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Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy. Hello everyone, this is Bill Glazer bringing you another one of our Diamond Mastermind calls. And with right now, actually, a Titanium Mastermind member, Charlie McDermott. Charlie, how you doing?

How are you doing?

I'm good. And aren't you in Arizona today?

I am in Phoenix, Arizona, and it's like 105 degrees here. This is crazy.

Aren't you also at Joe Polish's I Love Marketing event or something like that, if I'm not mistaken?

I am, in effect. As I speak, some guy named Kennedy or something, I've not heard of him, he's speaking. I hear he's pretty good.

Well, he's a newcomer. He's a newcomer. So, yeah, so Dad Kennedy is there. Joe flew him in private, paid Dad's fee and all that other stuff, so Dad is over there doing that. So, we're reciprocating because Joe was nice enough to speak at our super conference this past year. So, for those of you that don't know Charlie, a couple things about him. Number one, as I said, he's a member of my elite Titanium Mastermind meeting, and so I get to see him 3 times a year, 2 days at a time, and work with him on growing his business. In addition to that, he was the winner of the— I hope I get this right— 2010-2011 Marker of the Year for Glaser Kennedy. Is that correct? That is correct. Yeah, so he competed amongst all the giants and he was the biggest giant still standing at the end. And also, I'm proud to say that recently he joined forces with Mike Cappuzzi, who many people know. Mike is also a member of my Titanium Mastermind group and best known for Copy Doodles, but he's also one of our strongest independent business advisors in the Philadelphia area. And now, Charlie, you've decided to team up with him and work with Michael on that, correct?

I have. I am really excited about that.

Yeah, I think that's great. And both of you guys, we're excited about that, again, because both of you guys are able to help out our members so much on the local level because you guys are both very, very knowledgeable. But which I guess gets into my next point I'm going to be asking you to tell a little bit about. So explain sort of your core business, what you do. Because that's going to lead into our topic today. So what is it that you do?

We shoot entrepreneurs. Now, that sounds painful, but you know, we especially love to shoot like lawyers and dentists and insurance brokers. Now, the lawyer part, I really get a chuckle from those because they like that. But let me explain.

I want to thank you because I had a 2.5-hour phone call today with Betty Thomas, the new CEO here, and so that's like a big stress. Piece for me. So I appreciate it. You made me laugh just now. So we shoot entrepreneurs. Boy, is that— I'd like to have that job. So go ahead. Really, go ahead and explain what you do.

Yeah, I guess I better explain, huh? So, you know, what we do is we shoot these guys, but our weapon is a video camera. And, you know, in addition to shooting them with that camera, we showed them how to use that as really a weapon, what we call our weapon of mass client and sales creation. So we do that through our Video Sales Revolution coaching system, our Done For You Services, and they come into our studio and we make them sales stars here.

So today's topic, which is a great segue into today's topic, is how to use video to create crowds of online customers. And we're going to talk about a couple things. I'm just going to let everybody know up front. First, I'm going to ask Charlie about the 7 Videos every business should be using to create a flood of online traffic and a crowd of new clients. We're going to talk about that. Then we're going to talk about how to swipe the Zappos model to reduce refunds and increase sales. And actually, I can't wait to hear what you say about that because I'm looking forward to hearing that. Then you're going to talk about the sales video rocket fuel formula. And then we're going to talk about how to guarantee your videos get found by your by your targeted, ready-to-buy prospects. So I did a good job of reading the list, okay? So there's a lot for us to cover today, so I'm going to dig right in, and let's start with the 7 videos every business should be using to create a flood of online traffic. So I'm going to let you take over at that point.

Yeah, yeah. Well, so these videos, I'm just going to go through them quickly and then ask away, Bill, for further info here. But let's start with the initial, the blog or what we call the traffic generation video. So these are the, what we call guerrilla type videos that I might do. Actually I did yesterday in Phoenix, say I'm here in Phoenix. It's Joe Polish, yada, yada, yada. Short, sweet, allow me to communicate to my list. It gives them a glimpse of what's happening in my life. It tends to be personality-based and kind of cool. With some information. And we send those out. We use TrafficGuys, a video distribution service. The cool part of that for those of you who aren't familiar with video distribution is you think of it, you have one video. And if you put that video on your website, you have one page on the Internet as an example. But if you take that video and send it out to 50 different sites, you've created 50 new pages, 50 new ways for your business to be found. So that's what we do with these types of videos is just shoot them out all over the internet and they generate a ton of traffic for both us and our clients. Then there's the list building type video which you might better term that as a conversion video. Folks come to your website, however they find you. And in the old days, it was free copy, which is of course very powerful, but now we have the opportunity to get them to know us a lot better than— they get to see us, they get to hear our voice inflection. And I'm not the greatest copywriter around, so that was always challenging for me to do, but with a video, now I can really get they can get to know me and I can build a relationship right away with that. So from a conversion standpoint, that's huge in building your list. Then there's the authority type videos that we use in our Web TV shows as an example. They're a way to position yourself above your competition. Much like a business owner, an entrepreneur who has a book versus one who doesn't, you know, the perception is right away that regardless of, you know, let's say who's better in the marketplace, the entrepreneur with the book is always going to be perceived to be the knowledgeable one, the expert in that industry. So that's huge. From a relationship building also, that's a great, great strategy. The whole web TV show format. But beyond that, I mean, think about it. There are little ways that you can continue to build relationships with video. So something as simple as someone goes to your website and purchases an item, or they opt into your list, a simple thank you video that could be used over and over again, and it's short and sweet. But again, they get to meet you one more time to get a feel for who you are, what you're all about, with a quick 30-second, 60-second thank you video. So that's a great relationship builder tool. Client satisfaction videos are another way too. And you know, these videos aren't necessarily going to generate traffic to your website from a direct kind of response way. But when you think about it, the more satisfied clients we have out there, the more they're going to refer, and the more people are going to find our business. Don't underestimate these types of videos. And from the client satisfaction standpoint, it could be as simple as a list of instructions. It could be as simple as what to expect when, you know, our HVAC service guy comes into your home. So those are extremely powerful. And the benefit to the business owner there, it's once and done. I mean, once those videos are created, you know, you can move on to bigger and better things. The message gets delivered on a consistent basis. So huge from a client satisfaction standpoint. Product creation is another kind of must-have for any business. To create products, video is huge, and in turn generating more business, more traffic for that entrepreneur. And I'm going through my list here.

We're up to 6, so you owe me one more.

Well, the last one is the biggie. And that's what we all want, more sales, right? Right. So it's generating traffic for your— and that plays in kind of to a point later on, but I'm going to touch on this. Generating sales via video and driving traffic to that. So something as simple as an example as a sales page. You're selling a product. You're selling a service. Rather than just having copy on the page, why not use video to hammer home your point, to build that relationship, get people to know, like, and trust you? And at the end of the day, hopefully a transaction ensues, whether that's on the spot or weeks or months down the road, but it all starts with that first introduction to you. I remember, Bill, when I first got into this business 3 or 4 years ago. And yeah, the first time I thought about buying something, tried to buy something online, and typically the sites didn't have any way to contact the owner. And I came from the health club business where, you know, people came into the building, they saw you, they gave you a credit card, they gave you money. And it was kind of strange for me. And, you know, in the back of my mind I'm going, wow, you know, Am I really going to get what I'm paying for here? And then I came upon a site where there was a picture of the owner and a phone number and all that. And today we, with video now, you know, can in essence do the same thing that you did with your clothing stores that I did with my health clubs, but we can do it all over the globe. And that's allow people to get to know us, get to meet us, and trust us. By putting a simple video on that site. And it will flat out increase sales. And by targeting those videos a certain way for your ideal client, you'll generate traffic to that page. And then it's just a matter of continuing to send the videos out there and repeat.

So I've got a couple of questions for you. But the first one is, so you delivered a list of 7 different ways Every business should be using video, but if I held a gun to your head and said to you, okay, Charlie, if I only allowed you to have one way, the one thing that I could, that if you had to choose from the 7 and there was just one thing that you were left to have, what would be the number 1 on that list of 7 that you would say is without a doubt is the most important one?

The most important video for generating traffic. Is the question. Pardon me? I said the most important video for generating traffic.

Okay, let's start with that.

Okay. Because I'd go with 2. The most important also tends to be the easiest. And that is the blog kind of personality-based type videos where they are 1 to 3 minutes in length. They can be filmed with a $100 camera. They can be loaded up within seconds, put onto YouTube, distributed throughout the internet, put on your blog, and keyworded in a way to generate traffic. So we have— here's a great example. A client not too far from where we're based in Philadelphia in the insurance business, and probably the same all over the country, the very competitive industry we see insurance commercials. It just seems like nowadays every other commercial on TV is GEICO or Allstate. So these guys are getting hammered by the national players. We did a series of— and this is after 30 days— 6 videos, very simple blog-type frequently asked question videos. Distribute them, and we dominated every single spot on the Google search for videos for their local marketplace. With only 6 videos, we were able to take up 10 spots. And that feeds into what I mentioned earlier. When you distribute video, 1 video equals 50. And that's pretty cool. Because creating marketing does take time. And if you can do one activity and create 50 new channels into your business, that's well worth the investment. So we were able to, in their case, completely dominate page one, put their competition way, way back in the search engines. And for things like wedding insurance in our marketplace, there is no one to be found. In that niche area. So for a bricks-and-mortar business that really wants to make an impact quickly, that's an extremely powerful way to do it because there's not a whole lot of competition. Interestingly, for those of you guys who are thinking about doing this and going, ah, it's too late, you know, everyone else is doing it, I'll never catch up. Well, for our local insurance agent, and we deal with agencies all over the country, it's no different, believe me, anywhere else. These guys aren't doing it. For their different search terms, so again, as an example, wedding insurance West Chester, Pennsylvania, or Exton, Pennsylvania, there were only a handful of videos under those terms. For insurance West Chester, which were a town of about 50,000 to 100,000, there were only 124 videos being found. So you can get in the game very, very easily and quickly and dominate that. And then when it flips over to the other search engines and Google organic search where you're competing with both text-based search results as well as video search results, Again, we had very, very quick success because Google is, well, number one, the owner of YouTube, but they also tend to give videos a high ranking. And if your business is doing it and your competition is not, you're the only option.

So I just want to be clear as a follow-up question. Do you think— that if somebody's in the local market, which I would make the comment that I think most Glaser County members, including our diamond members, are local market businesses, not all of them, many are global, but most are still local market. Do you think it's actually easier to dominate using video to get, you know, first page listings than if it is if you're global?

Marketing? Yes, yes, because you can really zone in on your marketplace. So there's just— flat out, there's just less competition, right? Now, if there's more competition, you just have to kind of drill deeper and go with longer phrase keywords, longer tail keywords.

Right, and if you— and so if you do this, if you do these videos and you're then saying is,— what I call repurposing the content. So once you create the video, you say you put it through Traffic Geyser to send it out all over the internet, which is what we also use at Glaser County, by the way. And there's other tools other than Traffic Geyser, but it seems like both you and I use Traffic Geyser.

You— go ahead. I was going to say, there are free services out there, TubeMogul, T-U-B-E, however you spell mogul. M-O-G-U-L-A-L.com. But I like TrafficGuys because especially if you're doing a lot of video— when I say a lot of video, I mean even a video a week or a few videos a month. Every time you send that video out there, and let's assume you end up on 50 different web pages, each of those provide a backlink to your website. Over the course of a year. And backlinking, if you're not aware, is one of the most, if not the most powerful way to increase your search engine ranking. So not only do you, in essence, add 50 new ways for your business to be found, but they all help increase the rankings of your main site. So your main site gets hopefully higher up on page 1, or on page 1 for the various search terms. And over the course of a year, 50, even if you do 2 videos a month, that's 1,200 links that you've created for your business. Business versus the free services, it's about half or 25% of that. And that in itself to me is well worth the investment in trafficizer.

Yeah, and I also believe that the source of the traffic matters a lot. So the more that the source is perceived to be coming from a perspective that it's not paid source. So like pay-per-click advertising, if you look at Google AdWords, everybody, most everybody knows that that's paid advertising. So the source is coming from there. But if you're getting sort of natural viral traffic that's coming from a very trust, from a source that has the appearance that it is, this is a trusted expert, then I believe that traffic is a much higher converting traffic than from paid traffic.

So this falls under that category.

Absolutely.

And a few things I'll add to that. And one, I'm trying to think where I read this. I'm not sure if it was in your newsletter, but recently only typically 25% of the pay-per-click ads get clicked on versus the organic results are 75% of that. And with video, keep in mind that if your video ends up on page 1, or for that matter any page, Page 1 is all that matters. You typically are going to get an image with that video. So again, with my insurance client, we have a number of search terms where they're maybe the 5th or 6th on page 1 for that video, but that video happens to be the only image on the page. So your eyes go to that image right away. So it really helps draw the eyeballs to your business versus everyone else.

Let's talk about two of the other ones on your list of seven. I want to talk about the thank you video that you mentioned on your list because, well, let me just throw it at you sort of, then I'll jump in as well, but what do you think is some of the purposes of the thank you video? What are you trying to accomplish with the thank you video?

Number one, strengthen the relationship and congratulate them on a great decision. You know, it's— we many times in business forget that when folks purchase, they're always in the back of their mind going, did I make the right decision? So it's an awesome opportunity to reconfirm why they made such a great decision. And also, the other side of it is when the wallet is open, it's a great time to maybe upsell or let folks know what else you can do to help them in whatever challenge they are having because you have a solution here. Those are two great, great strategies in addition to, again, just an opportunity to build that relationship with those individuals.

All right, so basically I just want to repeat what you just said as a list because I think it's very valuable. Then I'm actually going to add one more to the list in a second. But so the three things you said is number one is to thank them for making the decision, which I think is a very, very smart thing to do. To do that for folks. Number 2 is to use it as an opportunity for a one-time-only upsell. And on that, I'll just comment about that. This really goes back to my retail days, and I'll just say, everybody listen to this call, think about this. Next time you're in a mall, as you're walking by stores, what do you usually see in the front of a store? Is you usually see a table or a rack or something with a really seductive offer there to get you to stop and buy something at a really good price. And why do all the stores do that? Because they know that once they get you to buy the first thing, you're more likely to buy multiple things in the store. It's getting you to do the first thing. So in this particular case, you've just got somebody to make a buying decision. They've already got their credit card out. In many cases, they've already given you their credit card information. And now, if you use like a a company like Infusionsoft where they use one-click upsells, they don't even have to give you any more information. They just have to click on something and they can buy more because they've already started to buy. Once somebody starts to buy, they're much more apt to continue to buy more. So that's the second thing you can do. Number 3 is to not only thank them for making the decision, but also at the same time, it's an opportunity to confirm to them that they made a smart decision. Yep. And so you're able to immediately sort of overcome the buyer remorse. So those 3 things were on your list, and they're all really powerful as far as a reason why to have a thank you page video. There is a 4th thing that I'd like to add, which is a lot of people in our world, they buy stuff and they don't— they're seduced by the offer, because we're often very good at making offers., but then they don't realize what the heck they even bought. So I like to use the thank you video to also to take a moment to re-explain to them everything they bought and here's what's going to happen. And I like that opportunity as well because it now makes them stay longer as a customer because you have a chance to explain to them again the thing that they just bought. So that's the fourth piece I like to use in that thank you video.

That's a real good point. Here's what to expect next.

Yep, yep. And here's what you're getting, you know. Yeah. So let me move to my next thing on the list. I'm going to be mindful of the clock because there's other questions I got for you. I, you know, it's not every day I get to have the video expert on the call. I'm going to suck every piece of information out of you I can get, you know. So, right, but I want to talk to you about your take on the sales video. The video that you used to sell— and I think that was the last thing on your list, if I'm not mistaken, of 7. Yep. And, uh, and just before I, you know, you know, mention it, I mean, people that— if you go to the Glacier County Resource Center, you see that I think every one of our resources now— I think everyone now, because we've created them all— have all video sales letters on there. So talk about what you have seen as the sort of the best converting, the elements of the best converting video sales letters?

I'd say from a structure standpoint, it really is no different than a sales letter. It's that initial, and I've heard statistics, 30 seconds, 60 seconds, but very early on in that video, you've got to pull people in. You've got to make sure they stay, because if they don't stay, you ain't selling anything. So it's that headline. It's that pull me in and give me a reason to stay here. So I guess first and foremost, it's just looking at it that way and understand that don't get caught up in the whole video, whether you're on camera or off camera concept. It's just recognize recognize that it's a sales presentation and it's a sales letter and it's your opportunity to give information and then at the end of it all provide that solution. So it's the headline. It's the big benefit. Storytelling is important I think. Kind of the discovery. This is the way my life was before. Once I started using this, once I bought this widget, this is the way my life was after. Or our clients, it's those benefits that the viewer is going to get. And then I think at that point it's pull it all together. Provide testimonials, provide results, and give them your offer.

What about, I'm going to start getting into some of the nitty-gritty technical pieces. What do you think in terms of length of the video? Where have you seen, and I know there's like no exact answer, and there's different factors that contribute to what the right answer is, but people are always looking for some kind of a blueprint. So what about in terms of, range? What do you think the right range is?

Give two answers. It's the same with the sales letter, you know, as much as you need, as many, many pages as you need in order to, at the end of the day, to get your message across and sell. Um, the same with the video. I mean, it's, it's— you want to communicate your message. I wouldn't try to make it— you Try to— let's see, let me back up. The sweet spot seems to be in the 12 to 20-minute range. So what I'm trying to say is if you can get it said in 12 minutes, then get it said in 12 minutes. But if you need 20, or for that matter if you need more, then that's what you need. But I wouldn't rush it. I wouldn't turn a 12-minute sales presentation into a 2-minute presentation. So look no further than Your Business and My Health Club business. I mean, we did the tour of the club and then we typically would bring them back. Sometimes we did the presentation before the tour of the club, but for me that sales presentation was a 15 to 20 minute sit down at the table and go through everything. If we tried to do it in 3 to 5 minutes, we occasionally had the prospect come in and, "I just dropped my wife off for an appointment. I've got 10 minutes. Just give me your information." We would do everything in our power to reschedule that that guy, because we knew we couldn't sell them in 10 minutes. We couldn't give them our presentation in 10 minutes. So the same process here with the video. Look at that camera if you are going to be on camera, or if you do a PowerPoint presentation in a Camtasia type or screen capture video, it is the same way. What do you need? It is that guy whose wife is waiting for him to pick her up. You have exactly X amount of minutes to get that presentation in without rushing it. What do you need to say? What do you need to do?

Yeah, you know, a couple of things that are interesting, you know, which by the way, I agree with you 100% what you said, but I want to just sort of say it back a little differently, is, um, is that we have also found 12 to 20 minutes is sort of the sweet spot, almost exactly the same amount of time that you said. But again, I also agree with you. We also, when we do our video sales letters, we often think about, you know, hey, we know if we're willing to sacrifice some stuff to reduce the time. 'Cause like if you look at a 12-page sales letter, for example, you can't really get that done in 20 minutes. It's longer than that. So in most cases, you do have to pull out some stuff and condense, but never want to pull out anything that you're going to sacrifice the results you're going to get. So, you know, you want to leave in there everything you got to, got to, got to leave in there, but also the other thing is, You got to keep people interested in this whole process. So people will— yeah, people will stay longer if they're interested. But there is another fact which I take into account all the time, which is a lot depends on where people are when they watch this thing. So if it's somebody that's a work-at-home person, well, they can watch a longer video because there's nobody looking over their shoulder. If there's somebody that's working in an office somewhere You know, they usually don't have the longer period of time to watch the video. And so a lot depends on who's watching this and where they are when they're watching it. So you got to really take that into account, which is I think the reason why we all try to go with the 12 to 20 minute thing, where— because it's hard for somebody to be in an office watching a 1-hour video, you know. So there's a lot of factors there. But where do you stand on the 'Cause I get the question a lot, is what I'm about to ask you is the talking head video where there's really a person on screen talking and selling versus what I call the sort of the follow the bouncing ball video, which is there's like usually words on screen and you sort of hear the audio of the words behind it. What is your take on that?

I got a couple answers. I think that the bottom line, and I know you would agree with me, Bill, here, is you gotta test all this stuff. I think the second part of that is you play to your strengths. Video, if it's new to you, it's gonna feel foreign. You're gonna feel potentially awkward. And the more you do it, like everything else, the better you get, and you can become very, very good at delivering your message on camera. You just need to get your reps in. So don't let that stop you. I'm a big fan of connecting with people. I think especially those of you in the trust-based businesses, people like to see who they're going to be dealing with or buying from and so on. So somewhere in the process, I'd like to get, in my case, my face on the screen. That all being said, I think it is way more entertaining if you have the bouncing ball, a few images here and there, so that you give them a more pleasing visual experience. If I am just talking for 12, 15 minutes, whatever straight, I better be a darn good narrator, a darn good storyteller, versus if I incorporate some other graphics in it, I can kind of lean on that a little bit to help engage my audience. So again, I go back to what are your strengths. If you have a great editor on your team, if you are good on camera, stick with being the guy or the gal on camera. Incorporate humor. Occasionally, you know, Ask the right questions. Get people thinking. And then once you get that going, look at your stats. And if the video isn't performing, begin to tweak it, or better yet, put 2 different versions up. And you will find out very quickly which one is performing and which one isn't.

You know, I don't know, I'm going to add one to your list, not that this is really right for everybody, it's probably not going to be right for most, but those of you that were at the Super Conference earlier this year, you saw Joe Polish speak there, and which you're actually at a Joe Polish event right now as we talk, and Joe when he—

Yes.

—stage, At the end, when he went to his offer, he didn't give the offer. He played a video that gave the offer, and the event— the video was actually created and the voice of John Benson, who— John is one of our speakers at the upcoming InfoSummit, who I think you would agree with me, Charlie, is one of the real pioneers in sort of the video sales letter world right now and constantly coming out with all kinds of new stuff. But it was a very entertaining video at the end of his talk, then he used that video to actually make the sale. Because Joe's just— he's horrible at selling stuff. Don't tell him I said that. But when you pull him aside there and tell him, "I just spoke to Bill Glazer. He says you're horrible at selling." And then tell him that Bill said he's a very attractive man because he always likes to hear that. But at the same time, it was a more comfortable thing for Joe not to make the sale himself, but to have somebody else do it. So, and again, it was a very entertaining video.

Would you agree? Yeah, absolutely. And what was nice is that, you know, the announcer, in this case John, could say things about Joe that Joe would have a very difficult time saying about himself. And it's much more believable.

So yeah, that's a great example. Yeah, and we, you know, on our website our resource center, very few of the video sales letters are being delivered by Dan or Bill. Most of them we actually use John Melley, but we've used other people as well, and for two main reasons. Number one reason is that other people could say things about you that you can't say about yourself. Yeah, the point that you made. Number two is John has a much more better voice than Dan or Bill has, you know. So he's more of a professional. And what I like about John, again, this is not about promoting John, but when I spoke to him and we used him, I didn't want him to sound real announcery. I wanted him to sound like a guy talking to our members. So he's a very authentic type voice, which is also very nice too. And you want to think about that. Everything matters in this. If you put music behind it, that matters. If you show graphics, that matters.

All this stuff matters. Yeah, but you touch on a really important point, and that's the audio. The voice is so darn important, and in many cases more important than the video. So if you've got someone like a John Mellie that can deliver that message, or if you happen to be the guy or the gal, just keep that in mind. I mean, how you emphasize certain words, and where you pause, and when you pause, and why you pause. And you need to be in sync enthusiastic. You've got to have voice inflections. If you're trying to keep someone in your video for 12 to 20 minutes, you just can't have obviously a monotone voice throughout.

Well, let's move on to our next. That's bullet number 1 we want to cover, okay? And the other ones aren't as robust, but I think hopefully they won't be as long because we're watching the clock. But let's talk about how to swipe the Zappos model to reduce refunds and increase sales. Tell me what that's all about.

This goes back to— actually, Dan wrote about this a few months ago. I'm going to keep this real simple and easy in that here's a company that is a multi-gazillion-dollar company. They test everything. What they found is video sells. And not only that, but it's what I call the guerrilla style video. So rather than a company that could afford a big budget video has decided to create videos that are somewhere in the area of 30 to 60 seconds, not much longer than that for their catalog. And they do not use power models, big-time talent. They pretty much go throughout the company and pluck people out of their cubicles and put them in front of the camera.. And what they found is by having real people show their products, talk about their products, they sell more. And surprisingly, not only do they sell more, but they end up getting less in the way of returns. So they end up with a much more satisfied customer at the end of the day. And the videos, I think, are much more believable because it's the the average Joe, you know, it's a guy or gal like me who is demonstrating the product, showing the product than this high-level model or actor that I really can't relate to. So for again, the business owner on the call who is intimidated about getting in front of a camera, there is a big lesson there. And again, number one is just be yourself. You don't need to be— you don't have to go to acting school. To benefit, to profit from video. Be yourself and/or look to folks in your company who could be your spokesperson or spokespeople to help you dominate with video and build these relationships and do more than you are currently doing.

Which I guess kind of moves back to my point I made about even the fact that we mostly use an outside talent to deliver our audio. It's coming from a very authentic type of voice, not a real hypey announcer, like the kind of voice they use for when the truck stuff comes into the local arena, you know, when they, you know, "Saturday, Saturday, Saturday," you know, that kind of stuff. So I think it's a great point of what you're saying, and use it as a way that you can sort of connect with your person that's watching that. The next thing on here is your sales video rocket fuel formula. And we might have touched on it already, but do you want to add anything to that?

Yeah, you know, from a search engine standpoint, a great strategy is once you create the video, and if you have a script that's already done, if you just do it off the cuff, get that video transcribed and put that copy on the site. That will help, with your search engine ranking, because there's a very good chance there's going to be lots of keywords in that transcription. So you've got now the power of video. I would take the video, and again, it's going to depend on the different types of videos. We haven't even touched on YouTube. Let me just touch on that for a minute here. YouTube being the 800-pound gorilla, you've got to be involved in YouTube. YouTube. So when you create these videos, for a lot of them, they are going to end up on YouTube as well as all these other places. You can embed the videos from YouTube onto your blog, onto your sales page. Again, it's going to depend on what you are selling. But in some cases, we will use that video to help increase the search engine optimization. Because Google likes videos on websites. And between the video being from YouTube and linking to YouTube as well as the transcription there being on the page, you will definitely get a bump up in search traffic.

That was really interesting. I have a question for you about that. So you said shoot the video and then get it transcribed. Put the transcription up, but also in there, there will be a lot of words that will help your keyword— keywords, or you call it search term words. Correct. What is your thought about doing it backwards? What is your thought about looking at what are some of the best keywords, search terms, the first research, figure out what those words are, and making sure that you embed that in your video? I mean, does that—

doesn't that make sense? Well, chances are you're going to edit that transcription absolutely positively. And for the very strategic, organized entrepreneurs out there, go for it. For everyone else, not to say that I'm a— what I would do is, you make a great point, Bill, is get that transcribed. And then with that in mind, go through that transcription. Edit it. We all talk differently than we write. You're going to tweak that transcription and incorporate the keywords that you want. The transcription does not have to be word for word for the video. You want to make that work for you. And if you can do that ahead of time, even better.

Another speaker we have coming to the InfoSum is a guy named John Limbacher who is probably— Many people have heard of John Benson who I already mentioned. But a lot of people have never heard of John Limbacher, and John is, to me, is one of the most brilliant guys I've ever met with SEO stuff. And John, I was talking to him a couple months ago on the phone, and he was telling me that, Bill, basically, you got to be on page 1 of Google. That's his point. It's all about being on page 1 of Google. And so, you know, his big point is you got to do some very extensive keyword research. And not only find out what keywords will be the best converting keywords in terms of getting new customers, but also at the same time making sure it gets you on page 1 of Google. So it seemed to me that, again, going back to my point, is to do the research, figure out the words you want to use, and make sure you put that into your videos, and then do the transcription of it as well. Yep, makes a lot of sense. The last thing on our list, and then we can go back and talk to you about this all day. As a matter of fact, I like this topic. So the last thing is how to guarantee your videos get found by your targeted, ready-to-buy prospects.

And that really goes back to what you just covered. With our system, you start with the end result in mind. You know, decide which type of video you are going to create. That is going to drive obviously your research. That is going to drive your scripting. That is going to drive your video production and where you are going to host the video. And then we go through the whole distribution piece. So making sure they get found really goes back to what you just said in that do the keyword research. Make sure that you have incorporated those keywords in the title of your video. When you distribute your video, when you put your video on YouTube, do everything you possibly can to put those keywords in the title of the video, and ideally in the front part of the video. Dr. Brian Burke, you know Brian. Awesome marketer, and I spent some time with him in California a few weeks ago. He's an orthodontist in Glendale, California. He's got a video, he's got multiple videos, over 25,000 views, of him taking braces off a patient and doing some things that you would think, hmm, who would even want to look at that?. And he's not only gotten folks to look at that, he's obviously gotten a ton of traffic to his business, to his site. But it's all because he has optimized those videos for YouTube and for the search engines. So he's got the title. So his one video might say Glendale, California, orthodontist takes braces off of Johnny or something. The rest of it really doesn't matter. So that when I'm searching for Glendale, California orthodontist, possibly up pops this video or multiple videos, definitely on YouTube and certainly in many cases on Google. And that's why Brian has been able to get over $25,000— more than $25,000, but 25,000 views for that video that you and I might think, wow, So the research is very important, optimizing the videos, putting the keywords in the title, putting the keywords in what YouTube calls tags. Tags and keywords are really one and the same. So in Brian's case, it would be Glendale, California, orthodontist. In the description for the video, you want to put your keywords in there or your tags in there as well. So now you've got all 3 planets aligning here, the title, the description, and the keywords all consistent. And that's extremely powerful in getting those videos found. And that's why I talked about the insurance company in our local market, we've been able to dominate so quickly is because when Google does its thing and the other search engines do their algorithms, everything is lining up. For that particular keyword.

And very few businesses understand that and do that. Is that helpful?

[Speaker:ADRIAN WILSON] Yeah, it's great. It's great. [Speaker:JIM COLLISON] Okay. And you know, just one other piece I forgot to mention going back to the kind of local search and getting found is, again, for those of you guys who have the bricks-and-mortar business where traffic locally is very important, putting your videos in Google Places is very powerful as well. And I see time and time again, you know, clients that we take on, that they don't— they're not tapping into that. You want to—

it's very easy to do. Go ahead, Pat. Yeah, you're right. I mean, actually, I'm just back from Chicago. This Monday and Tuesday I was in Chicago. I was actually delivered the— what we call the fast implementation boot camp, mostly for new members. And I used 4 traffic genera— I taught 4 traffic generation strategies for get more traffic online, and one of them is Google Places, because that's like just brain-dead stupid for everybody to be using. It's free and it really makes a big difference. And, and actually almost nobody— you, I think you agree with me what I'm about to say. Yes, a lot of people are using Google Places, although very few are, but those are that are using, but very few people are using video in their Google Places stuff, which just makes your stuff even that much more powerful.

Would you agree with that? Absolutely. Yep. Thank you for listening to the Magnetic Marketing Podcast with Dan Kennedy. If you love hearing in on these lost Dan Kennedy talks and speeches and calls, then please let someone else know about this podcast. That's how you can help it to grow, and the more it grows, the more free Dan Kennedy we can bring to you. Also, Dan would love to give you the most incredible free gift ever designed to help you make maximum money in minimum time. Now, this free gift comes comes with almost $20,000 in pure money-making information for free, just for saying maybe. You can get this gift from Dan right now at NoBSLetter.com. Not only do you get the $20,000 gift, you also get a subscription to 2 marketing newsletters that will be hand-delivered by the mailman to your mailbox each and every month, one from Dan Kennedy and one from me, Russell Brunson. To get this gift and your subscription, go to NoBSLetter.com right now.