Behind The Spotlight: Camille Campins-Adams

Hey, hey, hey, hey!

How's everybody doing? Welcome to another episode of Behind the Spotlight. Today we have my good friend Mariana coming on. She's gonna come on in a minute. Let's put some lipstick on because my mom watches these and she's like, you're not wearing any lipstick. So put a little lipstick on. Let's bring Mari— all about how to create video so your audience not only understands who you are but you can shorten that life, that sales life cycle as well.

Ah, it worked.

I was like, I just gotta put a little lipstick on. The sun of course went in the second we started, but I'm so happy to bring, to bring you on today to talk about, cause I love what you say about like shortening, shortening that lengthy sales cycle in a 2 to 4 minute video. Cause we create video and content all the time, Sometimes it lands, sometimes it doesn't, but I know when somebody works with you, it's about really creating that trust factor. But what do you mean when you say your audience will never see you in the same way again?

Well, what I mean by that, Beth, is that we go through business building with putting out a ton of content, putting out a ton of value, wanting to be known as an expert. Well, guess what? Every single other person who's doing what you're doing, also wants to be known as an expert, also is giving out a lot of value. And unless you have one single, I mean, I work with folks on creating it as a video, but truly I believe in this so much, you can do this in so many different ways, but a video is something that you can pin on the top of your social media profile. Everywhere you go, people watch this one short thing. Unless you have that short thing that tells them the story of who you are, why you do what you do, what your drive is, what your values are, what your personality is, all these things make them see you from just like a random expert coach they met online to somebody whose name they remember, whose story they remember. You've now gained real estate in their minds and hearts and you'll become unforgettable. So it really is like a truly powerful, you know, what was the, there's like some sort of expression that talks about like dynamite coming in little packages or something. But yeah, it's this one thing that can like really make a huge difference for your entire business.

That's really interesting, because that's something that I've started to do recently, is to pin videos to the top. It's something I never did, probably learned from you, but now my team and I are doing it. But I know something that you always talk about is like understanding who the who is behind the video. Like, talk a little bit more of that, because I think people get scared, right, that they don't know who they actually are or where they are in their business. But I know you bring that out of them when you work with clients.

Yeah, absolutely. So we, we kind of go through a 5-step process. The first step is actually, it's not about knowing who you are. At the end of the day, your entire business is about serving your customers in the best way. Obviously you can do business however you want. I'm not telling you how to do business, but the most successful business owners follow this principle that it is about reaching your audience where they are, knowing them deeply. This is, so this is the first step that we do. I'm, I'm, I'm I'm actually gonna dub this part of my course differently. So right now it's knowing your audience. And I think that's really not deep enough. I'm just gonna call it 15 Layers Deep. We are going deep, deep, deep. And what you want is for your audience to get this feeling of like, oh my gosh, she is in my brain. She knows, she knows me so well. There's no way that she doesn't have the solution to my problem. That's the, that's the end goal, right? We want your audience to watch your brand trailer. And be like your brand video and to be like, this, this is it. I have found her. I found him. Like, this is the person for me. And, and at the, at the same time, you're doing yourself a favor and everyone else a favor when it's not a match, right? When it's a mismatch and you're like, all right, love you, you know, go do your thing, all the best, but we're not the right fit. And so, and so the second step is knowing yourself and the knowing yourself all encompasses What makes you truly unique? Why do you do what you do? What is it about you that makes people love you and want to work with you? So that's, I mean, that third one is like the most important question. The other ones are important too, but knowing what it is that your audience really loves about you, loves the way you approach your work, love the way, loves the way that you bring yourself into your offer. I always talk about You are the secret sauce of everything, my friend. So like, don't, don't hide behind providing value. Don't show up as just the expert because then you're not really showing people what is special about you and what you do, why you're different from everyone else. And so that's the second step. First step, again, knowing your audience 15 levels deep. Second step is knowing what they love about you, what they love about working with you, and then taking those two really important things and then understanding which story you can tell about yourself in order to connect with them and build that trust faster. You have to understand what trust means for your audience. We talk about know, like, and trust, but that's like generic. You gotta go into what exactly trust feels for your audience, right? And then back engineer from that or reverse engineer from that which story you can tell about yourself legitimate, true, authentic stories, but which ones or which one is going to cause that feeling of trust? And that's why I talk about accelerating trust, accelerating to that trust moment, that trust tipping point, using your brand story in the confines or the container of a brand video.

And I love that you come to it from like, because I know your new course is called the Complete Brand Trailer, Trailer System course. But that trailer, right, kicks back to your experience being an NBC documentary producer, working in the media for a very long time. Because I think that when you have somebody with your background creating videos for the digital space right now, right, we're all consuming Netflix content, and you've had such a deep experience in that. How do you bring your years of working in media into working with your clients now?

Well, I look at it as two ways, Beth. Like, one of, one really important aspect is that as I went through 15 years of doing this, of, and this being like short documentary. So my sweet spot for a long time was like 3 to 5 minutes. Towards the end I was doing like 45 minutes. I never quite did a feature-length documentary and that's okay. Those take freaking years to do and they take a lot of, a lot of work and money.

That's okay.

Like I still love them, but I always focused on the shorter documentaries. So in order to do all of that work throughout my entire life, Afghanistan, Haiti, Middle East. I don't even know, like Finland, all over Europe. I have been like literally everywhere almost telling people stories. I had to learn to build trust with them very fast.

Yeah.

The reason is like I wasn't getting paid to be there for a whole month and to like really get to know them, blah, blah. I had to be like, they have to trust me so quickly in order to know that they can open up with me and I can tell their story in a way that's way more, way deeper than surface level. A lot of the documentaries that I worked on were not narrated, so it wasn't like my voice telling the story. It was— I had to rely on them to tell their whole story, to tell it deeply, and to do this fast. And so that was one aspect of 15 years of doing this that I bring into my business. The second one is obviously having done this so much, having Having to be creative with how can we use visuals to really build that emotional connection. There's something called narrative transportation, which I'm super fascinated by, which is this idea, and you'll know exactly what I mean when I describe it. This idea that when you're watching something so compelling, your brain shuts, that part of your brain that's thinking about like, okay, what is this course gonna cost? What are the benefits? What are the features? Can I fit it? Do I have the time? What will my spouse say? How does this fit in my business? None of that. None of that. You have quieted all of those voices.

Wow.

And all your audience is doing is just going along with you on this emotional journey. So that's called the narrative transportation. When you sit at the edge of your seat at the movies, this is what's happening. You're not thinking about anything else in life. You're just like completely immersed in this person's story.

Okay.

And so we wanna do that in a, in, you can, you can, you can work really hard to do this on stage or just using your words and how you speak. But using visuals makes it so much easier. And here we're talking about non-literal visuals. We're talking about visuals that really get us to feel something. So it's not like, um, I worked as a coach for 5 years and here you are on your laptop working as a coach. Every once in a while we have to kind of rely on that sort of staple visual there. Right. But what we really wanna see is like, how did that make you feel? How do we want our audience to feel? and what are symbolisms and metaphors visually that we can use to get our audience to feel that way while they are watching this short video. And it is, and honestly, like it would actually take so much less work to do this in about 10 minutes. And we do way more work and we do it in less time because we know it is going to pack a much bigger punch. I really appreciate that.

What is going on over there, Beth?

You are making this really weird noise.

It is a plane.

Oh, okay.

Of course, I had to be outside today. It is so nice.

I love it, I know.

It's one of the big things that makes a difference between your kind of, like, we talk about brand videos, but we're not just showing, right, the excitement or your lifestyle or going on vacation, right? It's really about creating that mini trailer so that when somebody's watching it to see if you're their person, it's an ultimate yes, right? Absolutely. I think that really sets you apart from other people who create brand videos because you're coming to it from that theatrical point of view. I think that's really important. And I think that you said today, earlier this morning, that you said earlier, is have it pinned to the top of your Instagram. Right, have it pinned to the top of everything. Send it in those emails. I think sometimes we want to hoard it. Like we're like, okay, now I have this piece. I shared it once.

Oh my gosh. Well, you know, you know all about that. People who only share things once.

I also love that you talked about feel. Like everything I talk about is how we're going to make them feel. Not what we are going to scare them about. Right? It's at that deep feeling that they can identify like, this is my person. You talked about different parts of the video, but what do you think is the most important part of having in your brand video?

The most important thing is that we, and this kind of happens across the board with brand videos, is you want your audience to know without a shadow of a doubt how much you care about them. So if you, if you don't hit any of the other marks of your brand video, this is the one that you need to like absolutely make sure is, is the no brainer. It is, is an absolute, um, unquestionable result of watching your brand video is like, oh my gosh, Beth loves working with me and, or she would love working with me. She's passionate about working with people like me and she is passionate about getting them results. She, absolutely cares. And Beth, I think like one of the things that's really happening in our space right now is the more people come into the space and the more offers there are, the more people have been in the space. I would say, you know, with the big boom of 2020, more and more people have been in the space for now like 1, 2, 3 years. The more folks like us have bought offers, that we've been burned, right? Like freaking raise your hand if that hasn't happened to you, right? Where you've spent a ton of money, you're like, I'm sold, this is it. This is really like the, the promise was so freaking good. The copy was great. The testimonials sold you like all of it worked. You, you spent the money and on the other side of that offer was not the care and the passion and the love and the everything that you were sold that you thought you were going to get. And so we're walking out of these, experiences burned and trauma. In a way, it is a level of trauma. I don't know, but I've thought about this in so many different ways because it happened to me last year where I spent like a good chunk of change and I was like, wow, I feel so traumatized that my next, the next thing I was considering buying that was more high ticket, my sales process was so different, you know, or their sales process that I participated in. I had to ask so many more questions. I was so distressful. I couldn't even recognize myself, Beth. I was like, I think I need therapy from having been burned by a coach.

Not just you, I hear it all the time, and we're having these conversations here too on how the sales processes have to change and how you need to have more of that real authentic brand video showing who you are. And it just makes me think of like showing you working with clients. It's not about the test, the shiny testimonial. It's like, I have video of every client call I ever do because I like to give them a copy of it. I've never thought about asking them permission to use it though. That's what makes me think of it. Like you can see what it actually looks like.

Yeah, it's funny that you say that. This is kind of diverging a little bit from brand videos, but in that sales process that I just described, one of the things that really won me over was, I kid you not, it was like a 45-minute recording of a testimony of the entire testimonial call that this woman had with this coach I bought from.

Right.

And it was one of the things that really kind of convinced me. I was like, okay, if this woman at this caliber can, can— it wasn't a snippet. It wasn't, you know, a few seconds. All of this to say that we be— because there's so many more of us that are perhaps burned in this space, like the percentage keeps going up, the more The more people come into the space that are not reliable and just want to make a quick buck and know how to pay a copywriter for good copy and the sales page looks amazing and the testimonials are snippets here and there, whatever the case may be, the more people that are burned, the more— and even if they're not, honestly, the more you need to think about what it is about you that will get them to trust you. What makes you different from everyone else? What will get them to really feel the confidence that you're not like that other coach who burned them, right? Or who, who gave them such a bad experience, who didn't deliver on their promise, where it was like a great sales message, but the result just wasn't there for you. And to me, what that looks like in my program, um, once you're inside, is that I— this is probably not a good business move at all and not scalable in the least, but because I am admittedly, in the sort of— I just started year 2, and I still consider myself a foundational phase of my business. And what I do is I overcompensate by giving one-on-one. Like, if you came into my program right now at an introductory price, and there's anything about this program that is lacking for you, where you still have questions, where you don't, where you feel like you need extra support, I do not care. I am giving it to you. I'm not like, you're not paying for an hourly rate of my time once you're in. Like, I want, I, I'm so dedicated to keeping the promises that I gave you coming in. And I feel like what happens is as coaches, you know, scale and they want to serve like 1,000 people instead of 10, that's all fine. But you have to make sure that the support is in place. You have the coaches to support people, you have the systems to support people. Anyway, I think we're going, we're going into like—

No, but I think it's really important to understand that because now I'm hearing about them, but there's also the same thing, meaning like I'm really dedicated to you creating the transformation in my program. And I think those of us that are doing a small group, I don't want to do 100 people at once. I like my 10 to 15 people at once. I get to know you, you get to know me. I get to know your business because exactly. It's not like, okay, here, here's the marketing 5 steps. It's about feeling and you as the customer need to feel it so that you can do the video or be on TV or be on the podcast. It's a very individual conversation that I think that a lot of people out there don't understand. Like you need that personal one-on-one to be successful in what our industries are. The copywriting and all that other stuff, then maybe you don't. But I, for me, I don't like big group programs. I like, because I've been burned, but I've learned myself, like I like a small group program where I'm going to talk to the person in charge, I'm not going to work with a coach. I'm going to work with that person. Right. They're going to see into my business and know who I am, know what I need, and see me to help me. Because we all need permission to be ourselves to get to the next part of what we're doing. And I think having a video is so— for most people that aren't media trained, right, it's hard to do a video about yourself.

It's uncomfortable.

Right? They need to be able to say to you, like, hey, I'm feeling uncomfortable about this, about what we're doing, but I rely on you and I believe in you and I know you're the expert, so I'm going to trust.

Exactly. Yeah. No, it's kind of, you know, I say that even the best surgeon will have a really hard time operating on him or herself. Right? It's, it's, it's really hard. Even if I could teach you everything, you still want to have that sort of external look, that external validation, external guidance. One thing I will say about group coaching programs, I still think they can be really effective depending on what the promise is. But the ones that I found the most effective are the ones that have a really robust support system for everyone. So even if you're not constantly able to reach that point person or that sort of, you know, the face of the brand, if you will, I've joined programs where the, the support was just so robust, the community was so valuable, I was like, that's okay, that's okay by me. I'm okay paying this price for this and then paying a higher price for you know, more one-on-one support.

No, I appreciate that. I just learned myself, like, I don't want to be in a big group program anymore.

I'm just like, I'm done with that. Yeah, for sure.

I like the network, you know, I'm in a couple of the networking ones or more, you know, it's not more learning, but I think, you know, I've been— I'm about 5 years into this business and I'm like, okay, I know what I'm doing. I just need support, right? I, I don't— I need people to come on and be a part of my team And I think too often the conversation's like, well, we all need coaches. We all need like really understanding specifically what you need. And if your sales system is too long or you feel like your people aren't understanding what you're doing, then Mariana and the Brand Magnetic brand and her courses are for you because that's what you need next. It's not about figuring out the ads or figuring out the message. I really think it's understanding people, understanding who you are and having that feeling like you're their person.

Whoa, whoa, we got fireworks on that.

I don't even know how to do that.

I don't know.

The universe agreed.

I know, that was like a sign from heaven. I know, I'll take it.

Yeah, tell everybody where they can find you and how they can sign up for the Brand Magnetic trailer course.

Yeah, absolutely. So the best place to find me is here on Instagram since you're here already. I'm @brandmagnetic, and I'm just putting out a new guide on how to know— it's essentially unlock the secrets to creating that story that's going to convert for you faster. And you can find it at brandmagnetic.com/guide. Awesome.

I appreciate it so much. All your information is going to be in the chat. I'm sorry, in the caption for anyone that's interested or DM me. I will put you in touch with Mariana. She is one of my people. She is on my list because I know how great she is and just got a chance to bring them to you. Mariana, thanks again for coming on. I know that I'm going to be on your podcast coming up. Can you tell us a little bit about your podcast before you go?

Yeah, absolutely. It's called Empire Secrets. You can find it at brandmagnetic.com. You can search for Empire Secrets. It'll pop up. But I bring on— I'm hearing like amazing birds on your end.

Oh, it's just a bunch of kids playing.

Oh, OK. Like, what are these peacocks? I love it. So anyway, so on Empire Secrets, my podcast, I bring on experts in digital marketing. We talk about business building, behind the scenes of business building. It's, um, so it's, it's a little bit broader than brand videos. It's a lot about how to build your business online. And I bring on people with very, very specific expertise like Beth.

Awesome. Well, of course, when it comes out, you will all be hearing about it. So Marianne, once again, thank you for coming to the show and everybody watching. Thanks for watching. We will have a couple more episodes coming this week, and I'll talk to everybody soon. Yeah. Hey, bye everyone.