Scaling Your Video Business Live Q&A

Wow. Let's go. You ain't gotta ask me we can hit the road? Got room in the backseat? Boys from the back street come so far Just singing over rap beats? See you on the way up? Only looking down? Remember seeing where we came from? You ain't gotta weigh it up? Never gonna slow back down? There's no stopping now they can't take us down? There's no reason to fight this feeling? Cause a lot is life? Everything's all right? And there's no reason to stop believing? Cause light and the future's br. There's no reason to fight this feeling? Yeah love this life yeah love this life yeah love this life yeah love this life? I won't wait around for the curtain? For life is not a race it's on big show I can see right now that the truth is told? Feels like letting go? Love this life it feels all right? And there's no reason to stop believing? To fight the feeling? Yeah love this life yeah love this life yeah love this life yeah love this life? Life, yeah love this life? Cuz I love this life? Everything's all right? And there's no reason to fight the love is life? Everything's all right? And feel just right? Everything's all right. Sa.

What's going on, everyone? We are back for another live apologize. My fancy camera setup is not working today, which I'm sure everyone has had that happen. But we are back for another live q and A on how to scale your video business. I got one of our head coaches here, Ethan, with his fancy Andy Warhol painting behind him. And we're ready to answer some questions for you guys on whatever you have around scaling your video business, Questions around pricing, packages, sales, how to close more deals, how to get more leads, how to whatever you need, like how to get more calls, how to go through those calls. I mean, we've. We've coached over 500 video business owners to date. So if you have a problem, we have probably encountered it before. So if you see me looking over here, I got Instagram over here to my left, and then over here, I'm on Facebook, LinkedIn and YouTube. So if you guys have any questions, please let us know and we are happy to answer them. We'll start by just ranting on some stuff. But to begin with, guys, why don't you drop a comment down below on where you're calling in from. We only have about 20 minutes here, so we're going to try to answer as many questions as we. We can. But one of the things I Wanted to talk about was. I know we talk a lot about mindset, but Ethan, is there any sort of like limiting beliefs or things that you see within people coming to you and getting help with you when they're getting coached through scaling of their video business or. Or getting more clients or whatever it may be?

Yeah, I think biggest thing is just, I think we talked about it too before is, you know, charging more is just, you know, having the belief that you can charge 5, 10, $15,000 for, you know, whether it be a month's worth of work, couple months worth of work, you know, because we preach the retainer model and just taking a look at not like the time that you put into the work, but what is the customer going to see as a result of the work.

Right? Yeah, it's all about results at the end of the day. Like if you're not creating content that gets your clients results a get help figuring that out. And that's something. One of the things we help our clients with, but it's figuring out like, how can I actually get my clients results with the content? And results can be like more views, it can be more engagement, it can be more leads, it can be more calls, it can be content that you give them to give their customers to educate them more. Right. It can be a lot of things at the end of the day, but it really just comes down to like, how can I help my customers or clients get a result? Because at the end of the day they're paying for results they're not paying for just fancy video, you know, and that's what it comes down to. I think a lot of people get stuck in that mindset and I have myself as well, but it's like, let's create fancy video. It looks awesome, it's fun. But is it actually converting? And a lot of times it's not always converting. And that's what catches a lot of people. And they kind of get stuck because they're like, you know, I really. I want to create content that looks nice, but, you know, I don't necessarily know how to do stuff that's going to convert. Right. And that's. That's kind of that. That key thing there's.

The strategy part is important.

It's a strategy. And I think I had a question from one of our clients earlier today, maybe yesterday, and Ethan, you and I were talking about this, but it's like you have to understand what each video does within a sales funnel because a lot of us are like, a lot of us are videographers. A lot of us love the craft, but we don't understand how each video actually works within a funnel for our clients. And so like to break that down for you for a second, like you have like brand videos, testimonial content that's going to be stuff that lives on your clients like website, Facebook page, it lives on a landing page, it lives somewhere there. That's more what we call like middle of funnel assets, not top of funnel assets. Top of funnel assets are going to be stuff like things that actually drive traffic, whereas middle of funnel assets are going to be like brand videos and testimonial content. Testimonial content's great for social proof. If you have somebody who's considering working with the company, then they'd watch a testimonial. Brand video is good for building trust, getting to know the company, getting to know who they are. Right. And then you have traffic driver stuff which is going to be more like social media content reels, short 60 second reels that you're creating for your clients on a monthly basis. You're going to have content like maybe photos, videos, like some sort of short form stuff that's going to drive traffic, that would drive traffic to their Instagram. Then they would go to the link in their bio and then they would then go to their website where the brand video and the testimonial content are going to live. And then on the other side of that, you have content that's going to help train employees. So like educational content, internal training content, content like that is going to help train employees. It may not be traffic driving content. So I think it kind of just comes down to like really understanding how does each piece of content fit into a funnel and how does it actually help your clients get some sort of result. And once you can understand that, you can make content that actually drives results. And you know, hey, okay, this person, what's the problem they're suffering from? Well, maybe it's, I don't have enough leads, I don't have enough clients. Okay, cool, then we need to do more social content to drive more traffic. And it just kind of comes back to that like theory of constraints, you know, where like even in your own business you have to figure out what is the main bottleneck of my business and how can I fix it. And so if you're a video business owner, you're like, you know, I can't grow, maybe I need to make better work. It's usually not that you need to make better work, it's usually that you just need to understand how to get more leads. Because if you had, you know, 50 leads a month coming in, what would that translate into? Clients. Probably a decent amount of clients. So then that would solve a lot of your issues. But if you're in a place where, like, clients are not happy with you and they don't like your product or service, then the natural thing that you'd want to fix there is make the product or service better. And so you just got to figure out what that constraint is. It's just like a pipe. And that's what we do with our clients. We help them figure that out. But it's just. It's a pipeline, you know, and you have, like, different stages, and the water gets stuck at a certain stage, and you just got to figure out what you need to do to alleviate that. That strain so you can actually grow your business. Because the business will only grow to the constraint. Just like water will only flow in a pipe until it hits a blockage. It's the same thing here. Right? We got some questions coming in. Ask some more questions, guys. Any comments, questions you have, we're going to pull those up here in like, two, three minutes and then go over those with you. But another thing I wanted to talk about, too, Ethan, is like, we talked about this, but it's like the focus aspect, right? So it's like a lot of creatives are not focused, and that's ultimately, it's what made them really good creatives, but it's not what's going to contribute to their growth. And in the future. It's like one of those, like, it got you here, but it's not going to get you there kind of things. You know what I mean?

Yep. Yeah. Yeah. Like, yeah, whatever gets you from 5 to 20,000amonth is not going to be the same thing that gets you from 20 to 100.

Because, like, what got you to 20,000amonth was probably you doing all the work yourself and, like, grinding and hustling and doing it all yourself. But to get from like 20 to 100k a month, and I've went through this myself, like, to get from 20 to 100k a month, you need to be able to work through other people. Like, you can't grind and hustle your way to 100k a month, it is really, really difficult. Like, it's not possible. What'd you say?

There's not enough hours in the day to take.

There's not enough hours in a day. You physically can't do it because, like, you need to Work through other people. And if you can't buy back that time, it's next to impossible to scale because, like, you can't. Like, like, let's use the example of like, you know, client shoots. If you have, if you're doing 100k a month, let's pretend that you have to do like 10 shoots a week. These are just basic. Like, this isn't usually accurate, but like, I'm just making it up. But let's say you have to do 10 shoots a week. Can you physically do 10 shoots a week yourself? Probably not, no. If you do, you're not going to have any life. And so you need to be able to work through other people and hire videographers and editors and people around you to start to buy that time back to actually be able to be more creative. And I heard this really good quote that I liked or this kind of analogy I liked the other day, and it's called the lazy creative. And it's like you want, like you need to create your business around the things that you love to do and are really good at, and you need to only focus on doing those things. And so if you're really good at something, everything else is a distraction. You need to be able to hire other people to then do those things. Now this doesn't mean go hire a salesperson or go hire a marketing agency. It means you need to learn how to do those things and then get someone's help with bringing someone in house to do those things. Because a lot of people make that mistake. They're like, let me go just hire a salesperson. Let me just go hire a marketer. Like, why is that not a good idea, Ethan?

You have no idea if they're doing a good job or not because you.

Don'T know how to do the job.

What a good looks like.

Right?

Yo, 5% close rate. That's amazing. It's not.

It's almost like if you hired a videographer but you didn't know how to shoot content, how would you be able to teach them anything?

Yep.

It'd be really, really difficult.

You know, face value.

Yeah.

So I.

The biggest thing is just a figure out what you're really good at. Be able to find the people once you learn how to do the skills, outsource that to other people and then buy that time back. So then you can only focus on creative like, or creating. Imagine if all you had to do every day was wake up and create and everybody else took care of all the things you didn't like about Your business or you didn't like to do. And that's what like going from 0 to 20k from like 20 to 100, 100 to 200, 300, 400, is. You need to be able to work through other people to do that stuff for you. You can't do it yourself. It's just not possible.

Yep. No 100%, you know.

Couple questions. On Instagram, I've had three paying clients, but it's mostly people I know. What is the first step to getting more clients? One motor group. So first step is going to be, number one, get case studies with those clients that you had. So what sort of result did you get for them? Figure out a way to measure that. Get a case study. And then step two is going to be figuring out, okay, which niche am I targeting? Who am I targeting? And then going after more of those people and showing them the case studies that you did with these first people and doing outreach. Right. And reaching out to those people, saying, hey, we're looking for a couple more people in this niche to work with. I'm not sure if you know anybody who might be interested, but we're looking for a couple other people in this niche to work with. Do you know anybody? Here's some results that we got for our past clients. And that's where a lot of people get it wrong, is they're like, can I shoot a video for you? Clients don't care about that. Show them the results you got. Hey, can I shoot this content for you? That's gonna. That helped, you know, Johnny over here generate a hundred thousand dollars in a month using this content. Yeah, I'm interested now, but if you just say content, I have no context for that. You know what I mean?

Yep. Case studies are huge. It's like, you know, you're going to a new restaurant, you're buying something, you're.

Looking at the reviews, Right?

Exactly.

I'm not going to a restaurant that has no reviews. I'm. I'm just scared of that. I don't know what they're doing in the kitchen.

Why has nobody been here? Yeah, exactly.

Yeah.

I don't know what they're doing back there. Let's see, what's your take on the cannabis industry? It's a slippery slope. Getting banned and risking have accounts being shut down. Ethan, you've worked with a bunch of our clients who've done that. I know, like Anthony in New York's worked with the candidates.

Yeah, I know. And I know you know more about the ad side of things. Did Facebook Lift some of the restrictions around them.

They have some, they've lifted some restrictions.

Around ads but I know like organic content is fine. You can't, I think some of it is like you can't directly name it or sell it directly but. Yeah, but you can picture it in posts. But those things are constantly changing too.

They are. Tommy, I know you're on Instagram asking this. I personally would probably say if you have clients that are in the cannabis industry that's great. But I maybe wouldn't pursue it. I'd keep it as like a side niche and find a niche within like home service or medical or service based industries that have a lot of like a higher ticket value because like cannabis is good. But you know, what's the average order value for someone who purchases that? Like 50, 100 bucks, 200 bucks? Maybe when you go to like home service, medical or other niches that have higher, a higher average order value then you can charge a lot more because each client to them is worth like 100k, you know, 50k, whatever it may be.

Well, some of those restrictions, it can be a bit volatile because you're kind of.

Yeah, it can be Vol. It's a little risky to base your entire business off of that. So I would probably say like have a side niche and another like more stable niche that you're working with. That's something we help our clients with obviously in figuring out which niche they should go after. But any sort, any sort of home service or service company or someone who sells something for a high ticket amount of money is usually fairly safe to go after and hopefully that makes sense. Let's tackle a couple questions over here guys and keep asking them in the chat. We will try to answer as many as we can. We're just going to rapid fire here. We got some meetings we to get to in like 10, 12 minutes here. So I'm going to try to get as many as I can. Yeah, that makes sense. Absolutely. Tommy, hopefully that was helpful. What are your top three lead magnets for new clients excluding referrals? Maybe you can clarify this. Rough cuts but lead magnets for you getting clients or if you're running a lead magnet for your clients? Clarify that for me in the chat and I will answer that for you. Anson, I live in a rural community in Michigan. Any tips on charging more in a community that isn't used to it? I know my worth, my work but I want to realistic. I just think that's a mindset thing if I'm going to be really blunt and Honest with you, Anson. Like it doesn't really matter where you live. It matters the value you provide to the clients. Right? Let me move this out of the way because, like, it like we have clients, we have a client, Graham Duvall, who is in what is Maine, right? Like rural Maine in the middle of nowhere. It's all mom and pop shops and he charges like 25 to 60 thousand dollars for three to six month content packages. So like, it is really a mindset thing when it comes to like charging more. And it's not necessarily that it's the community holding you back, it's what results can you show your clients to justify your cost. Right? Because like, I'm sure there's local businesses where you are, I'm sure there's, there's people who like restaurants, right? I use this analogy. There's gyms. If a gym won't pay you a thousand dollars for a video, but the gym will invest hundreds of thousands of dollars in gym equipment, they have the money. They have the money. They just don't see the value in your content to spend that money. Right. And that's a harsh reality a lot of people don't want to, you know, think of. And I don't, I don't mean to be blunt, but it's like that's where getting more case studies showing them the value, that's something we help our clients with, obviously, but like showing them the value of what it is that you can provide and how you can help them actually increase revenue and make more money and then they're willing to spend more money with you. Like if we just get super tactical with it, like if I pay you 10 grand and you, you know, I pay 10 grand for a video and you can make me 100k, that's a good return on my investment as a business owner. But if, you know, if I'm gonna Pay, you know, two or $3,000, but there's not really any sort of like clear result or like outcome that I'm gonna get from the content or I don't really see that path, I'm not confident in it, then I'm gonna be hesitant to spend that two or $3,000 because I don't see the value. Right. And also, not to nitpick, I'm just, I'm a blunt person and this is just how I coach. So hopefully you don't take this the wrong way, but knowing your worth doesn't mean anything. You can know the worth of your work, but if you don't have results and Proof to back up that your work or your content generates monetary results for your clients in one way, shape or form, then it is not worth that. Right. And like, I don't mean to be blunt, but that's just the truth at the end of the day. Like, if you can't actually show someone how you're going to help them make more money, it doesn't have to be like, you know, perfectly outlined. But if you could say, hey, if we created more content and that got you more leads and that got you more calls and that got you more clients, you know, how much is one client worth to you? What would that be worth to you specifically? Like, how much would that make you if we got you a couple of those a month? Would you be happy with paying for this service? Yes, I would. Okay, great. So, like, it's just, it's really dialing that in. Whether you're going after a business in rural Michigan or going after a business in New York. This is not like as much of a market dependent pricing strategy as like real estate photography or real estate videography. It's more around the actual results you can provide for your clients. It doesn't matter where they're located. So hopefully that makes sense. Anson, let me drop me a comment in the chat here and let me know if that does make sense. I'm happy to elaborate on that.

I think part of it boils down to sales too.

It's sales. And sales is the only way of saying sales is like, how can I build a gap of where they are to where they want to be and show them how my product or service fills that gap and solves that gap. Right.

It's also how you position yourself in the process too. Are you an order taker? You know, hey, are you a waiter.

Or are you somebody who's a doctor?

Or do you want to buy a solution?

Yeah, how can I? Because if they don't see you at the same level as they do and you don't, they're not seeing you at least the same level or higher than them. They're not going to buy from you. When do you pay someone who has. When do you pay someone a lot of money? Like, if you think back, have you ever paid anybody a lot of money? Who you see is beneath you? No. No, Right. Doctors are above you. You trust their opinion, you listen to their opinion and you do what they say. But if you as the videographer or just somebody, oh, what kind of video can I make you? It's not good enough. It's just not going to give them the confidence that you can actually get them results. Right. Hopefully that makes sense. Mark, what is the best way to measure out a client's KPI for videos we've done for them? Looking to add results, we've gotten to our funnel page outside of just more views and follows. That's a great question. So what kind of video? That's. That would be my first question. Like if it's, if it is like social content videos, like reels and stuff like that, then measure how many leads you got them. So like in social reels you can have a comment feature. Like if you do like a CTA post for someone, hey, comment the word X down below and we'll send you something. You can use something like manychat. And this is something we go through with our clients. You can use something like manychat to track how many leads they got from that exact post. And then you can say, hey, we generated this client 20 million views and you know, 50,000 leads from this piece of content that we created for them. So that's the way to do like top of funnel stuff. And then when it comes down to like brand videos and testimonial videos, that's when it comes down to like, how did it increase trust? How did it increase your closing rate? How did it increase your, you know, people who come in who trust you more and you can start to gauge that as far as like KPIs. So Mark, hopefully that makes sense. Let me know if you have any questions on that. But it just depends on the type of video and how you're implementing it. But you want to track like views, followers. Those are going to be like top line metrics that are like, they're good to have. But then the next best thing is going to be like leads and calls. And then the next best thing is going to be like, how much money or revenue do they generate? And a lot of times you can just ask them and say, like, how much money did this make you? Or how much money do you think this made you? Right? And a lot of people will be like, oh, I think it made us this much money. Ethan, you had that guy who did the video for the chiropractor who was like, this made me a million dollars. Did he like have the data to track that or he just asked him how much he thought it made him.

I don't even think he asked him. I think the chiropractor came back and told him without even. Right.

Business owners have that tracking in place. Right. Like most of these guys have that tracking in place.

I mean, you should. You should be tracking all those metrics and numbers.

Yeah. As a business owner. So then just ask them, and then when you ask them, have them say that on a case study, like on either riverside. Or go in and record like a podcast, set up and do a case study with them and just interview them. Right.

Yep.

Can you provide more details on case studies that drive results? Yeah. So we have. I think there's a video on my YouTube here on, like, exactly what questions we ask as far as, like, what to say in the case study. You can definitely check that out. But outside of that, we just want to highlight, like, hey, I'm here with Ethan and we created content or used our content system that helped him generate. Insert result here and then you want to outline what that result actually is.

Right.

And then you're just going to ask them questions. There's. There's questions in that video. You can go look at at that and download that if you want to check that out. Dude, I'm like rapid fire here. We're going rough cuts, you said for me, getting clients. So what kind of lead magnets are the best? So you want to figure out, a, what is the problem that you solve? And then B, how can you create some sort of lead magnet that solves that first problem for the client and then give that away for free to get them interested? Right. So maybe you have a client. Maybe if your clients struggle with, like, what type of concepts to put together in videos, a lead magnet for them could be like the top 10 concepts for. For medical companies on what types of videos to create. You run that as some sort of lead magnet. You get the name, email, phone number, you call that person after that. But it's all going to be dependent on your offer and the problems that you solve for the offer. And so, like, the top three lead magnets are just going to depend on the top three biggest problems that your clients have and how you solve that. And then you want to solve that problem with that first lead magnet and then loop them in so they're interested to then book a call to get the rest of their problem solved, which would be then buying your. Your media services. So hopefully that makes sense. Let's see. I need a. I need a drink of water here, man. Coffee? Yeah. You still got that mug from when we took the team trip back in December to Utah.

My dishwasher cracked it, though.

I think I have the same. Didn't I buy the same mug as you?

Maybe. I think so it's a good month.

I think I have it. Turbo Labs Media. Great way to build portfolio starting off. Ethan, you want to take this one.

Portfolio if you're starting off and you show example, approach and problem solving to generate initial clients. So, I mean, great way to build a portfolio if you're just starting off. I want to say, offer a free piece of work in exchange for getting a case study, because that, that free piece of work and those case studies, I mean, those are two objections you might get in a sales call. You know, what does your work look like? Who have you worked with? What kind of results did you get with them as well? So those are three things you can knock off the list right there. Just off of. I'd probably do it for two, maybe three clients for free. And then a lot of times people will come back asking, you know, hey.

You can upsell those. Upsell those free clients to your paid packages. One of our clients, esteban, generated like $93,000 doing just that, doing a free video and then upselling. Plus you get the case study, which are worth their weight in gold. If you can say, here's three people I've worked with that I've generated some sort of result for easy to close. The next, you know, next clients who come to you, you know, well, once.

They'Ve gotten results off the free work, they're not going to want that to stop either.

Yeah.

Oh, you got a little taste of it. I want to keep doing this like, you know, couple booked appointments. Well, what happens if we do this for six months in a row?

Right?

Yeah.

I mean, think about, like, if you go to the, you know, you go to a trainer, you go to a trainer at the gym and you start working out and you start seeing that little, like, you see your body start to change, you get more muscular, you start to see the, you know, the hints of, you know what you could start looking like. You're not going to want to stop doing that, right? So, like, if we can actually get our clients results and you're actually, you guys are good at what you do, which a lot of you guys are really good at what you do, then you can hook them on, and then they're not going to want to stop paying you. The only time this doesn't work is if you don't actually provide a good service to your clients. They're not going to want to continue doing that. You know what I mean? And everything should be based around problem solving 100%. Like, we are in business to solve problems. We are not here to build artsy production companies. Right? That's one thing, and there's nothing wrong with that. But we. That's not what we're here. We exist to do. We're here to solve problems through. For our clients through content at the end of the day. And so if you're not doing that, then, like, what are we doing? Right? That's great. Thanks, guys. Absolutely, man. You got it. Let's see. We got like two minutes here, guys. If there's any other questions, ask them now or forever hold your peace. I'm looking at Instagram as.

As well.

If you guys have anything, drop it down in the comments section below. And we are happy to answer that, but we got like one, two minutes here, and then we got to jump. We have. How many clients do we have in the program right now, Ethan? Like, 300 active right now.

Active. Yeah. Like, if I go into Slack here. Let me see Slack. We have.

I see. I see Levi over here on Instagram. What's up, Levi? He's one of our clients.

He was just on my coaching call.

Just like gains is here. Just closed his first deal. Freaking love it. Who else do we have in the chat? If you're a client of ours, guys, pop in the chat on Instagram and just raise your hand. Kyle's here. Everybody's here. You are a videographer. You probably have someone, you know who is in our program. Been around for a couple years here. What's up? We got Levi. Go ahead, Ethan.

I was gonna say I was talking.

To.

Cameron this morning, and he was watching our VSL and ad examples and he knows his business partner knows Scott.

That's funny. Well, dude, everyone we've ever enrolled, like, the past past, like, year at least, they're like, I know so and so. I know this person. I know them. I love building a community and like having these people in here. But yeah, if you're. If you're a client of ours, put. Raise your hand in the chat or just say what's up? And. And just pop in here. We love seeing you guys, but yeah, I think we have like 300 people. I see Brandon on here, man. We got lots of people on here. I love it. Yo, what's up, Kyle? What's good?

Cool.

Any other questions, guys? We love doing these Q and A's. We love answering your questions and. And making sure we can take care of you guys and get any questions. How much is your program? We have a couple different options. One motor group, if you want, go to the. I think you're on Instagram, just go to the link in our bio or shoot us a DM and someone from my team can reach out to you and set up a call. We can go from there. Sweet. Anything else, guys? Ethan, anything on your end?

No. Mindset stuff is huge. It's the lens in which you view everything through.

I love that. It's the lens in which you view everything through. Let's end on that. Man, I couldn't said it better myself. Awesome, guys. Well, we love doing these. We love seeing you guys hope everyone crushes the rest of their week. And if you want to learn more about what we do over here at Master Filmmaker, you can schedule a call either below this video on YouTube or if you're on Instagram, you can DM us and or go to the link in our bio and and schedule a call there. So we love seeing you guys hope everyone crushes the rest of their day and and we'll see you guys on Thursday.

See ya. Peace.

I blew away the clouds I was standing under Traded all my rainy days for a little summer I fly so high right now that I might not come back down Dancing to my own big cherry on the top Sweet Everything around me is looking up if life is what you make it Imma celebrate it I'm feeling like a brand new me for the very first time I'm I meant to be. Cloud9 I just took a little visit.