The Best Business Mastermind Group in Palm Desert Ca 11.28

All right, well, let's get started. First of all, welcome everyone. Thanks for coming. Some new faces. Thank you for coming.

Before we get started, I want to talk a little bit about score just because they host the program and we're kind of that filler, that gap, if you will. For those that heard this, I apologize. But as part of our give back, because what we talk about is. So I'm going to say today as far as marketing and how you get your message out and that type of thing, that many of the people that are SCORE that are typically retired for five to seven years. If we go back five to seven years, even five years ago, technology is so much more advanced today than then. So them to be able to talk to you about, hey, well, you should get on Facebook, you should use Twitter, you should use video. Is really kind of out of their realm of knowledge. And I don't say that disrespectful. I say total respect because they have tremendous depths of knowledge. But Andrew McCauley, who owns Autopilot, your business over here driving the computer, and Emmy Anderson, my business partner, Swing Point Media, we help fill that gap. And our business is we're still in business. Unlike the typical. Actually, it's required. If you're a SCORE counselor, you have to be retired. So there's no conflict of interest of, hey, I led you this because you should be doing this. On the other hand, we can do that freely. We want to guide you as often as we can to buy our products. No, I'm just kidding.

But we help fill that because the cool thing about it is when Andrew talks about what he does, which he's commonly referred to as a social media blow, how do you get business and market your business through social media? When we do it through video and we do it through social media whatnot. But we use that video piece and we also now starting to use podcast quality quite extensively that we're actually in the game doing that today. So if you're here to learn about branding or video, how do I do my first video things of that nature? We'll talk a little bit about that today. Before we get started, I want to make sure that everybody knows that the counseling is no charge. I mean, there's some incredible minds here and There are about 40 people here in the desert that give their time at the score. So if you need to, whatever it is, branding, starting a business plan, writing business plan, that type of thing, they're all here to help you. So again, we want to thank you for doing that. But Andrew Take just a second and tell us a little about you and your business before we get started. Yeah, Autopilot. Your business is an online marketing firm. So we create a lot of websites for people, online marketing education. If you're looking to get traffic to your site, we have a program called the Digital Traffic Institute, digitaltrafficinstitute.com It's a. But we talk every two weeks, live calls about how you can get traffic to your website. Cool. And again, we have a company called Swing Point Media. And our basic reason for being in business is to help small business in the Coachella Valley and then beyond, because we have it set up so we're scaling is to get them noticed online. Because the reality is every business in the Coachella Valley across the planet, 50% of those businesses have no online presence. Yet we probably make upwards of 80% of our decision after we search for an answer online. So those businesses are crippled by not having some kind of presence online. So we go out and create a video for them, then we put them in front of Instant Traffic, which on our site is called My City Business Review. And we have about 40,000 people a month and growing coming through that are looking for reviews about businesses in the Valley. Whether it's ra, restaurant, as a golf course, you name it, they're going on there. And so it's a nice place to say we're helping out our local community. We do it in such a way. This was part of our goal when we first started. We want to make it affordable for every small business to be able to say, yes, gosh, I need a video. Because if they don't, as we're going to say here, they're really going to become irrelevant because it'll be one of those things where, if you're familiar, over here on Washington, there's a shopping center where home goods located. And early on, my role in the company was I was doing the technical side. I was doing the video work as far as putting the videos together, putting them online. And Amy was out in the field and down in that area, there's a card store and it's a Hallmark card store. And for probably almost 20 years, I've been going to that store, Karen's store down there. Right. Okay. So Amy sends me some content to make a video and I'm like, what? That's a really cool store. Where is this located? She said, what's right next to the card shop by the Home goods? I'm like, is it new? She laughed. She said, it's been open for 13 years. But because she had no online presence and we are such deletion creatures. We have so much stuff coming at us. We're only seeing what we need to see and we delete the rest subconsciously. That I didn't even know it was there, but I've been going there for 20 years. In the last 13, she's been investing business, but I had no understanding even though it was there. But it's a really cool store now. We help them get online. So that's a little bit about what we do today. We're going to talk about video. Before we get started, I want you to take a minute and introduce yourself and tell us a little bit of what you're doing.

Great. Thanks for being here. Yeah, that's nice. Gilbert Vipondo with the city of La Quinta. I do special events, sports programs and customer service for the city. Excellent. Thank you. I think. I bet you guys had some shakers, mixers. I'm Linda Starr. I don't like to be rude. Look to the camera then. Oh, look to the camera. Oh, hi. Hi, I'm Linda Starr. I love coming here and I try to help score. I try to advertise it, get more people here. But for myself, they've encouraged me and trying to get focused on them creating a vista of my own and I'm known as the connector.

Well, thank you for being here. Thank you. Good morning. My name is Gene Powers and we have a company called residential redevelopment. It's called desert equities. What we do is residential redevelopment. So we're out of Palm Springs, but we work in the entire valley. Great, thanks for being here. Hi, my name is Dan Todd. I do dogs T shirts and patents. Dogs T shirt and patents. We have a premier exclusive dog boarding facility on a 10 acre ranch.

East valley. And currently I'm putting together a patent for high end dog bed and trying to start my own clothing line. Excellent. Thank you for being here. Ken Day, new product development. Thanks again for being here. All right, well, we haven't heard from Amy. We should hear a little bit from Amy. Amy, why are you here this morning? To keep you boys in line.

This was one of these forced things today because Amy is always in the back room. She's not a big fan of being on camera, but she's the technical side so she runs this. So what you see here, she's run all the cameras and we do a live stream on this event. So if you're saying, hey, I don't want to get out of bed, but I want to see this show, we do a live stream every Tuesday morning. So what you see is you can interact with us and you can hear the program. So you don't necessarily have to come. In fact, we're going to be doing that for the next probably eight weeks from a standpoint because today is our last live event that we're going to do for this year. We're taking about a two month break and then we'll start again in January. But we have a tremendous amount of content that's relevant and very useful. So every morning on Tuesday morning at 7:30 we'll still play that. So if you were at home, you're watching, you can still do that. Andrew's gonna put on the website so he can see that. So you can see that. And because we already have a content, we'll show you for the next eight weeks exactly what's gonna be showing. So we're excited about that. Can you watch it at any time though? Only at 7:30 in the morning on Tuesday morning. Are you kidding? Yes ma'. Am. Once it goes live, you'll be able to, you'll be able to access that.

It's a jokester. Okay, so let's talk about video. So it's a little unorthodox this morning, but I wanted, before we get into the PowerPoint and the needed information, I want to talk a little bit about, hey, what do you need to shoot video? Well, first of all, you don't need everything you see up here except one thing. You need light. Without light. No matter how great a voice you have, no matter how greatest scene you have, if it's not well lit, we're probably going to turn it off. The second thing you need, you must have is great sound. Now how many of you have heard that, hey, you can make great videos with your iPhone or with your iPad. You can, as long as you have good sound. Now the neat part about the sound now on the iPhone, is there a little adapter that you can go to Amazon or a number of places and pick up this little plug, plug in adapter and then get a lav mic so you don't have to stand so close to look like those little selfies and then you can put on a stand, you know, you can get a little bracket for it for your phone or for this and you can create some incredible content. In fact, there's people that are in our business doing similar things, not at our level, but similar things and they're only using the iPhones. That's what they're building Their base they're building their business on. So if you think about it, it's like, well, what does that cost them? Well, some of them is like, you know, know, it's a free upgrade for some people, but the most you're going to pay is probably, what, three to $400. When we talk about this, you know, this camera here is about a $3,500 camera. This is unique because it creates a stream where it's broadcast quality. So you see this little thing coming in here. This. This one coming here allows us to stream this live broadcast and we get a lot further away. In fact, we get 300ft away from Amy, where this one over here is a little different. We can only get about 8 to 10ft away from its feed source because the line is too long. So this allows you do some cool things. While this one's 3,500, that's about 800. And then we have another one that's smaller, that's about 400. So you don't have to spend a lot of money to get involved in this. If you already have an iPad or an iPhone, you're good to go. Just get the audio source because otherwise you're going to be real close to try to get the good sound. You're going to be yelling into it. Although if you're in a quiet environment, you're going to get good sound right away. Okay? So keep that in mind. The other thing I say that you need is light. Natural light is great. So if you were filming in here and let's say you're going to shoot a video, I would probably open this window up to let the natural light in. And I'd get here so the light is on my face. Okay? Now, if you notice, these lights are not straight on us. They're at a bit of an angle. They're 45. One is typically brighter than the other one. One is full strength, one is half strength. One is called a fill light, or, excuse me, a key light. That's our key light that does most of our light. That's called fill lights. Half of that. That's why you get some soft shadows. Otherwise, if you get too bright. You ever seen that where it looks like they're just white out? You know, it's like flat. There's no depth. The shadows give us depth. That's natural light. Okay. Or the feeling of natural light. So you can do that. Typically for shooting, we're going to turn these lights off because fluorescent makes us look. Well, I think the word you guys may Not. Well, yeah, probably everybody here, jaundice. You know, it's a little yellow. We're not looking healthy. So typically, if we're shooting, we try to get out of fluorescent lights, which these are not fluorescent. Okay. So that's really about it as far as being able to shoot it. The other thing is this back here. Is everybody familiar with this? We try to make things pretty obvious here because I'm from West Texas. It's a green screen.

Why do you have green? Well, there's two. You can do green or you can do blue. We tend to use green because easier. Because what happens, you know, you mentioned earlier, hey, am I going to do the weather back here? This is how they do the weather. If you went to the TV station, it's just a green wall. And what allows that to happen is instead of me standing in front and putting a shadow on it, it allows Andrew or Amy to actually change the background without me interfering with it. And so I can be in a rainstorm, I can be on the East Coast, I can be in the Grand Canyons. Whatever you have in your role of media, you can put that behind you. So it's a great place. And we've done tons of these. We've done it for state senators. We've got done it for, gosh, what City council members, mayors. I mean, it's a lot of fun. We've even done it for ourselves where we shoot a video show, and we were doing it once a week, and we'd be in front of this, and it looked like it's a business setting behind us, so you can control whatever you want. Instead of saying one of the big expenses of saying, hey, I want to come to La Quinta and I want to shoot in there. Well, great. But you have to pay, typically, a site fee, and sometimes it can be very expensive because you're disrupting their business. Like, I remember one time when there was a film shot at La Quinta Resort in PGA West When I was there, they paid us $70,000 for a site fee because they disrupted our busiest golf course during the day that we couldn't have people play. So it's like, yeah, you can use it. And they happily paid it. It was like an AT&T commercial. So.

Let me think what else that's really about it. The one thing you want to do is script out what you're going to talk about, keep your points very concise and talk about in a way that you're helping your ideal customers. Now, for some of you that haven't Been here before.

Anything we want, we can search for and the answer is on the computer. So if you hold back or you become abusive or obnoxious and buy me, buy me, buy me. There is a kajillion other people that replace you just like that. So when you talk to people, as an example, let's go to La Quinta. What kind of things could you make videos about coming from the city of La Quinta that are beneficial to the residents of La Quinta? Not beneficial to La Quinta itself, the city of La Quinta, but the residents of La Quinta. What could you talk about? Well, we could certainly talk about.

Coming up. We can talk about some of our amenities, you know, like our trail systems and bike lanes. We could talk about public safety. We can talk about a number of things. Okay. Yeah. Without me. Buy me by me. Right? Absolutely. It's educational. Great.

I know you're with La Quinta, but it's a different area, isn't it? So what would you talk about? Well, once again, I mean, we have so many different things that benefit the public as far as health wise. We have a new health and wellness center that's gonna be opening up. We can share that information. Like Tustin said with the hikes, get out and walk. Our bike lanes are amazing that we have around the city. And I mean, there's just so many different health ways that we can share with the community. Yeah, how about, you know, November 4th is kind of a cool day. It's voting day, right. So couldn't you have a little program on there maybe a couple times? And hey, here's some voting centers around La Quinta. If you're interested. Here's some locations you can go to for your convenience. Sometimes you don't know, like it used to be in a certain place in La Quinta when the fire department is in the other area. Now it's up front. It's where do you park? Because it looks like you can't really park near it, but it's around back and there's tons of parking. Right. So that would be one of those things. What would you talk about in your business? It's beneficial to your end audience. We provide. We can provide beautiful, affordable places to live in. A valley that's getting more expensive. Okay, how would you tell that story? Well, depending on what someone in our audience is looking for, I would say, please visit our site and then give us a call and we'll talk to you about finding something where you want to live that's very affordable and ready to move into. Okay, all right, sure. You're new to the party here. What is your name? I'm Tony Searing. I'm with Baxley Properties. He's in residential real estate. Apparently I am in commercial realtor. Perfect. There's gonna be no fighting.

Property there. Okay, Tony, thank you. So how would you, how would you appeal? And I've got a great idea because we, we pitched it to another company. We were that close to getting it done and some reason they backed off. But you may be our new client. Tell us what you. How would you talk to your commercial people about the benefits your business using video? Well, one of the things I would want to point out is that the.

Opportunities to gain commercial properties here in the valley are diminishing. The absorption ratio is huge. There's very few left. Good, time you develop some more property.

Okay, so let's talk about video in itself. Before I do, I want to tell you a little story. Okay. There is a, there is a company here in town that does residential or, excuse me, commercial real estate. And we were real close to saying, hey, why don't we go in and we'll videotape a real quick videotape of all your commercial properties. So now if I'm a real estate agent, I'm going around how many times when you go around, all of a sudden you going, well, imagine go in there because you can't get in the building. You know, it's a Sunday, it's at night, whatever. We said we'll make these videos and we'll put a QR code on the front of the building. Everybody understand, you just scan it and there it is. And it was going to be very inexpensive. And they were also going to put on our website. So when you put a video on your website, we'll get into this. It makes your website bubble to the top. It's like putting helium in a balloon. It will make it rise to the top. Because Google loves video because they own YouTube, second largest search engine on the planet. So they want to get it ranked. And so that's a way you could use that. We also did that for residential real estate. We did one. We only do high end homes after we were $40 million. There's not a lot of demand for us, but there are some. No, I'm just kidding. We're doing high end homes, about a million or more because we use aerial video. We use different types of things when we do the video. So there's a lot of things you can do with that, that when people are looking for their business or for a business, you can tell the story. Okay, so let's get into video. I say it's the next hula hoop. Now why do I say the next hula hoop? Everybody know what a hula hoop is? Well, you have to get it around you and you have to keep the momentum going around. I didn't say how you played it. I just said, you know what it is? It means. You know what? It's simple, right? And it's been around for a very long time. It's like a paper clip, right? Like, geez, I wish I'd invented the paper clip. Or a bobby pin. Or bobby pin, right? Or screwed up like the sticky notes. So it's the next hula hoop. But I want to give you some things and I apologize for the direction because we want to be here. Online video jumps 43% in one year. Internet by 388%. Now this was. I picked this up two days ago. So this is incredible. Incredibly fresh and relevant. In fact, we had to put it up there without getting the ink to run. That's how fresh it is. It says as a Nation, the US watched or started to watch 38.2 billion videos in the second quarter of 2014. That's an increase of 43% year on year and contributes to the massive growth of online video consumption compared to 2013. Not only are online video views up, online TV viewing increases by only almost 400% monthly. Unique views for online TV are 146% year on year and by an incredible 85% in the last six months alone. If that doesn't get you thinking, I probably should get into video, nothing will. Just please take a donut on your way out because you probably should just leave right now. Okay, now, something that's not up there, that's a new connection is Nielsen and Adobe just started putting out a program to start reading Online Engagement. Because typically they don't do anything about saying, hey, from an advertising standpoint, you should be doing this. Because they weren't getting any metrics. They're still a little flat. It's kind of what we call flat world of saying, hey, you should be on here because of the reach. Like, I can put this video and you have 300,000 people watching it. But we look at, and Andrew and Amy and I look at, we look at engagement. How many people are you talking to? Because that's where the value is. Not just saying, hey, we put on YouTube and there's 38.2 billion videos. No, no, no, what's the engagement? So that's brand new. We'll see how that works. But what that's going to be used for is because more and more companies are saying, well, if there's that many people watching, maybe that's a great platform to advertise on. And as we all know, marketers screw it up all the time. You take something good and screw it up. I'm going to encourage you not to by keep telling your story, keep telling your story. Not buy me, buy me, buy me. Okay, next, here's the deal. It's no longer an option. I mean, if you don't get on the ship.

You could be extinct. Because it's just, that's the way it is. We talked about that earlier. You could become irrelevant. You can stand there going, well, you know, I did take out the other little bottom because it wasn't quite clean and I changed that. The choice to not use video could lead to extinction. I mean really, because as an example, part of our, the thing that we do is we can guarantee your video to get on the first page of Google. We don't do it in hours, we don't do it in months, we do it in minutes and we keep you there for a long, long time. So if you're on the first page of Google, here's the stats. When you search for something and you get those search results.

92% of us will make a decision on the first page results. Only 8% of us will actually go to page two. So if you're on page three, pack it in, you're irrelevant. So that's why we only say, hey, if you have a video and you want to be on the first page, we'll do it. We'll create it from the ground up so it tells a story. We'll get on the first page and we'll keep you there. That's what we do. So you need to do the same thing. Hey, don't just make a video that is irrelevant because you might as well not save your money and your time. Alright, next. By the way, anytime some of this doesn't make sense. Just please take notes and then Amy will answer at the end. Here's the thing. This again is very new. This was last night. 76% of the business to business use video. Content marketing, they get it. Business to business. So if you have a business and you're not using video, you're in that very small minority and quite frankly, we're missing you. 72% of marketers surveyed confirmed that YouTube was their video platform of choice. Why?

Because of video? Absolutely. Next 38 responded that they used YouTube as a social media platform. Now, how many of you thought about YouTube as being social media?

You need to think about that, gang, because now you can have your own channel, you can have your own programs going on there. We have stuff we're going to show you here in a minute that we've created our own TV program. They're all on there. Right. We're doing it for two other entities here in the Valley, and they have their own TV station. It's the Wild, Wild West. We couldn't walk into town, Warner or Comcast or whoever it is, and say, hey, we're going to put this on tv. And they're going, yeah, right. And we're going to put it right in the middle of the day. No, you can, but it's incredibly expensive. We can put on anytime we want, and we can socially interact with the people we're looking for. So your ideal customers, you're not talking to commercial customers. You're talking to residential, and you're talking to commercial, not residential. Right. So you're talking to your specific market. You. You could set it up as an example for the city of La Quinta that, you know what? I opt in because I'm a resident of the city of La Quinta, and all of a sudden, the only people who get your videos and hear your message are city La Quinta. And when you put it out, it notifies me, hey, there's a new video up. I'm going to interact. If that's not social, I'm not sure what is. Okay, next one. 48%. 48% confirming they believe the site was more effective than Facebook, Pinterest, and Google for reaching their target audience. It's all about metrics. And I'm going to defer here for just a second about metrics. I mean, how important is that when it comes to analytics and metrics to make a decision to find your target audience? Andrew? Well, I guess the point is that if you're wasting your time and not knowing what you're doing and not knowing who you're reaching, then what's the point of doing it? It's like going out and trying to sell property to people that aren't even interested because they're interested in renting, like, it's a pointless exercise. But until you know what your target market is doing, metrics is the key to indicate what it is that you are actually trying to achieve. And if you don't get the results, you're looking for. Then you change what you're doing. And if you don't change it, you just keep banging your head against the wall. It's like going like when I was. Like when I was a kid. My dad loved to fish. And I grew up mostly in west Texas, but we lived in Wyoming and Colorado for some time. And we lived in this small town, if you've ever heard of it. Lander, Wyoming. It was 10 blocks long. We lived on the sixth block and the first block. There was a creek that ran through there. My God. We went there every day after my dad's work. And we always went fishing. It got to the point like, okay, now it's time to go hide. Even to the point. My dog didn't want to go because we go down there. My dad didn't go down there to catch fish. He went down there for solitude. I'm thinking we're going to go there to fish. We didn't catch any fish. How boring was that for me? So the point is, if you're fishing using your videos, if you will, and you're fishing in the wrong pond, you can get very frustrated and very bored very quickly. So as Andrew says, use your analytics to determine, hey, who is my ideal client? It's not everybody.

Just sake of being redundant. If you're trying to talk to everyone, no one tends to listen. So if you're trying to talk to the entire valley, when you should say, I'm talking to the La Quinta residents, we're going to listen to you because it's relevant. Right? People in Palm Springs really probably don't care about what's going on in La Quinta unless it's the art. You know the La Quinta Arts Festival and that's a special event, but generally we want to know, hey, is, you know, one of the streets under construction so I can change my route and it happens next week instead of as I'm driving to work, I find out that's relevant for me. Does that make sense? Alright, so next. And that's again, that's interacting socially now.

So reasons why people don't use video. Before I put it up there, let me hear your reasons. Why do you use video now? Not yet, but fully intentionally. Why haven't you? First of all, don't know where to start. Can't go it. And this is a new business for us. Okay. So we need to figure out what we're gonna say. Okay, good. You guys use video? We do. Okay. We do some video. We actually have our own. Our own YouTube channel. Great. We do all our city council meetings up on the YouTube channel. We do PSAs for public and police services up there. We have a number of videos. We don't necessarily do it internally and help, but we have worked with other agencies to be able to do videos for us. So we just don't do as many as we probably should. So we're trying to maybe get back into that and look at potential uses for more video opportunities. Yeah. Consistency is probably one of the key elements. I'll give you a simple little story. Who has heard of a guy named Gary Vaynerchuk? You need to check him out. He's on YouTube. He's had several different channels. I know, don't. I want to take you back to his early start. He worked for his father's family's wine shop back on the east coast. And at that time, his dad's concern was making about $3 million a year. And after being in that business for 10 years, he didn't do anything for 10 years. But then he sat down.

Behind a camera and started talking about wine.

The value of that business now is $45 million. And he was not good at it. He was terrible. Like anytime, you know, we also teach golf. First time people cannot play golf, they're terrible. I was terrible. Right. But you can learn and get better. That's where the analytics and feedback come in. So the point is, I'm not telling you if you start using video, you're going to go from zero to $45 million. I'm just going to say, check him out. Now there's a, there's a program, it's called AskGaryVee. And all he does, and Andrew's a genius at this, is he pulls questions from his audience that they want to have answered. And he takes about five to six minutes and he answers those online. He doesn't have to make the content up. They're giving him, they're feeding it to him. Right. It's like a self made interview, exposing his, his ability to answer these questions. He's a very big mover and a shaker. Now he has several large businesses that he does very, very well helping other people do the same thing. He does it through video game. He does it through video. So what other reason? Why are you using video? No, why. What's holding you back? Well, I'm relatively new to the business.

That's why I'm here. Cool. Bit more about it.

Sir. You're, you have. Not in business yet. Not in business. Yeah. You need a Video. Start clarifying your ideas. Right. Why are you. Have you made videos? Yes. And Gary's net worth is 10 million. 10 million. Okay.

Yeah. We have YouTube and we do a blog. And the only thing. Thing that we have a challenge with is making that automated, you know, so that there's always a calendar for it and be great. If you have a library and you can go back, that's. That's your goal. I think that would be my goal is to have a library so I can just replay 2012, you know, and make it current. Yeah. And answer any question that applies to our industry.

Because there's a lot of things we're going to call Evergreen. It's almost like, hey, if you see a stop sign, what are you supposed to do? Stop. Is there ever a time when you see a stop sign, you're not supposed to stop. So if you taught that message, it's Evergreen. It's going to be relevant today. It was relevant 20 years ago. Hopefully it'll be relevant 20 years from now. So you only have to make that video once. Right. But if you're talking about something cutting edge that's happening today, you've got to keep going, building that stuff. It's almost like you only have to write that best seller once, and it has longevity. That's why if you ask two authors, what would they rather write, most of them will say, I'd rather write a novel because it's relevant forever versus a periodical that says, hey, this is what's happening today for today, because tomorrow it's now old news. Does that make sense? So when you're doing this, think about your videos. Is this one of these methods I want to point out? Because there's something going on right now in La Quinta on a road that's a periodical, if you will. But if there's something else, hey, there's this whole list of videos. You can make it. These are the consistent things. Where to get your driver's license, where's the library? You know, those kind of things. Right. Where are the schools? How the school systems. Of course, that might be fluctuating. Right. But those kind of things. But here are the reasons why people typically don't do this.

Fear. They're afraid of being in front of the camera. One of the biggest reasons. That was Amy as a child. That's Amy as an adult. That's Amy yesterday, when Andrew says, no, you get in front of the camera. No, not gonna do it. Because we shot a program yesterday. So one is fear. The next one is. That's too complicated. Hopefully. Everybody do a favor. Imagine you have this iPad in your hand and hold it up. And everybody do this for me. Hold your arm up. Linda's the only one. Oh, okay. Everyone can do that. So you're ready to go. That's just. Oh, wait a minute, wait a minute. You have to make sure, depending on what you're doing, the wide iPad's easier. But this is the camera. Here's the mic. If you're not going to load up, make sure you put. Put your thumb not on this side, but on this side, right? And then just hold it right there and you're good to go. And then just hit record and you're good to go. So it's not too complicated anymore. Before, this took probably, what, an hour and 10 minutes to set up. And it's complicated. Look at all the screens up there. It's complicated. It's a different level. Okay, the next one is there's two extensions. Expensive. We talked about that before. You don't have to jump in at 3,500. And that's not an expensive camera, gang. There are some where just the lenses are 25 grand. We don't play in that arena because we talk specifically to our market, which are small business owners, right? They're not going to spend the money for us to come and say, well, we got a grip and a best boy and a good girl, and, you know, it's 70. It's $125aminute for us to be there. That's not going to work. So we make it very economical. You can do the same thing, and it can be one of those things. Think about your business. You're just starting a business or you're thinking about starting a business. Once you decide that you're going to do that, it's an idea, right? Then it's like the Gary Vaynerchuk, fire that camera. If I've got an idea, record it and then get it out. That's telling the story. What is it doing to help? This was back at a time when wine was still mysterious for most people, and he helped bridge that understanding gap. He sold tons of wine because of that, because he became what?

Not foreign to them. Any words. He became known. He was the authority. He was the authority. He became a rainmaker, if you will, in his industry. Video allows you to do exactly the same thing. I'll give you an example. We're moving into a program where we're going to start videotaping and interviewing business people in the desert. Successful business people. Now Over a very short period of time. What do you think we're going to be known for?

For interviewing successful business people and doing video. Right? It's a benefit to those people because we get to talk about them. It's about them, but it's really showcasing what we do. We just replaced a bottle of wine with a live human. And we interact, right? That's what we're going to do. And at the same time, it helps every business owner. If we're interviewing you, and we did it, we interviewed you today and we told your story. Why are you doing what you're doing? It would be interesting. People would want to hear about that, right? That gives you recognition. Then they're saying, hey, that was a good show. We're going to be on next week. Oh, that's a good show. We're not going to get people in there that are just, you know, it's like interviewing a stump. Halloween. It's exciting stuff, right? We get Carissa Farley in there. She's excited. She does a lot of stuff, right? People that know who she is and what they do. And I just. I just have. Okay, so I stalk her. But anyway.

Cut that out.

So it's fear complication. Too expensive. I have no message. If you don't have a message, video is not your problem. Video is not your problem. Now, let's take a second. What message does your business give? What's your message? Providing beautiful, affordable places for people to live in the Valley. Tell me a specific age group or demographic you talk to. You need to niche it down. Anybody who wants and needs to live somewhere too big. Too big. You're trying to talk to everybody. And I promise you, I promise you, a lot of us will tune you out. So tell us. That's why Del Webb is so incredibly successful. They do 55 and older, right? You can't get in there unless that. If I'm 55 and older, do I want a lot of kids running around? No, we already did that. The kids are out of school. They're gone. If they want to bring the grandkids, that's okay, but they can't stay more than three days and they gotta leave. We love them. They're like fish. They don't start to stink, they come back later, right? Okay. So niche down your niche down your message. What would be your message you want to share when you go on video? Well, right now, La Quinta is a very safe place to live. But it changes throughout the year, you know, depending on time of year, events, things like that. And our market is a large market, but we do have targets. We do target those adults with disposable income. We do target young families with young children and we do target.

Single income, no kids. There's a lot of targets that we do. Would that all be in the same video or would that be separate messages? Those would be separate. All completely separate messages. Excellent, excellent. Don't mix it up. See, if you're going to go to many different markets, make sure you segment. Hey, I work with this. This is how we solve that problem for 55 and older. This is how we those young families, this is how we do that. Middle income people, right? The two family. The kids are school. What safety do you offer? What kind of things? So the kids are coming home. Their latchkey. What safety things? Those are the kind of topics you need to be keen on because I guarantee you I don't have children. But if I were a family or if I were a husband and a wife with two small kids, let's say, and we're both working and the kids are coming home, do you think safety rates high for in our minds? You bet it is. I don't care how big your backyard is. I want to know when they get home, are they safe? Is this a safe environment to live in? Why key on that in my video? Does that make sense? So think about your message. Don't roll the camera until you have that message. Write it out, read it and say, that looks pretty good. Okay, next. Too complicated. We talked about that. When I think you make it too complicated, when you say, I set this up, I got the lights right. I got the camera, I got the headphones on. Is Amy wearing the right outfit? Those are the kind of things you say, let's set that aside. Let's keep it simple. Let's use natural light outside as much as we possibly can. Let's limit it when it's not so loud outside. The sun. Don't look right into the sun because what does that make us do? Squint. Get it at 45 degrees. There's your key light. Don't look right at it. Get it off to the side and allow some shadows on the face. That gives depth. That's real. Okay, so if you have an iPhone or an iPad or an Android and the sun and a message, that's it. It's not too complicated. Does that make sense? Absolutely. All right, next. Too expensive. How much are you investing to make a video? And I'm going to ask you guys, because you say you're doing video, how Much are you investing to make videos? Well, it depends on what video we're making, but council meetings, you know, it's a few hundred dollars each meeting for them to come in with specialized audio equipment and all that. But otherwise, you know, it could just be a resident that sends us a video for nothing. Cool. So we're picking that up and taking it and being able to channel it through all of our social media networks as well. So it could be several thousand dollars. It could be done. So a range of everything in between and the quality probably wouldn't know the difference. Like I said. Have you ever seen those Red bull videos on YouTube? They are incredibly, incredibly popular. You know, it's like some guy riding his motorbike. I mean, it's his bicycle, these bike racers, and they're going down this cliff that on either side is death, not injury death. And he has a GoPro on his head and we're watching him. I'm getting terrified just thinking about it because it is so interactive. But they do this all over, you know, skiing out of a building in Detroit during the burnout. All those are customer driven. They're not sending a crew out there and they're incredibly popular and very well done. But there's Red Bull all over without selling any Red Bull, but we're talking about it today because it's so powerful. So that's a great source. Does that make sense? So when you have a great, you have a happy customer, ask what's going on? Hey, why were you happy? Well, you know, because your video got me excited. I got to see the inside of the building or the place before I went there. So I just confirmed what I thought I already knew. And you were what? You said they know like and trust you. The three things you have to have happen before they vote with their dollars. Okay, next one. No message. Wow. Now there are no kids in here, so we have life experiences that tell the message. Okay, so I'm going to pick on you. What's your name, sir? Ron. Frank. Ron, so tell me.

And this is if I were doing some one on one business counseling, I'd say, Ron, tell me a little bit about what you love to do.

What makes you get up in the morning early.

Besides a barking dog or maybe. Yeah, I used to go fishing a lot, but I used to go scuba diving outdoors. Oh yeah? What if you could do that for the rest of your life? Just be outdoors, become a job and I'd get bored with it. Would you? Okay, then what would you like to do? Say, hey, if I'd wake up every day if money were not the issue. You would do fill in the blank.

It is a good question. That's why I asked it.

I don't know. I'm a massage therapist. I'm not getting off that nod. What would it be? Because we want to get your message. These are the hard questions we need to ask ourselves, Right?

What is it every day? If you had to get up every day and say, you know what? I love doing this so much. If I didn't make a dime from it, this is what I do. Help me out, Ron, what would it be?

I guess I would do the scuba diving thing or commercial fisherman. Cool. If you had to choose one of the two, which one would it be? Well, they're very close to relating commercial fishing and scuba diving. Yeah. Well, if you're.

Become a scuba diver, commercial fish, they take urchins out and sell them as you. Cool. Okay, so I get that. All right, so how big is the market? Do you think that people would be interested in knowing more about scuba diving and commercial fishing? How big is that audience? You think there's people out there that want to know more about that? I think it's a very small couple. Million. Well, they made a success out of that show of fishing in Alaska. I. I watch it. You bet. And those crab crawlers off the east coast, man, Deadliest catch. I dig that stuff. Ice Road truckers. Exactly. I love the one where they're flying in Alaska. Gang, this is what we're talking about. Remember I said early on, this is not by accident. We're here. It's by design. Because when we first said 388% bump in US watching this stuff online. If you look at this, I have those apps on my iPad. I can watch the Deadliest Catch on my iPad. On my time. We'll do the same thing with you and you. So if you had to go out every day and start making videos about that, would you enjoy that? Probably, yeah. It's called rainmaking. This is Gary Vaynerchuk, if you will that same example. You're not selling. Selling wine. You're selling fill in the blank.

And you're helping that industry. Right, like how? Like, how would you get a sea urchin off the bottom of the ocean if you're a scuba diver? Get a GoPro on your head and go find out. Go show them. Take them down there and narrate it. How cool is that? Do you think Jacques Cousteau made a living underwater? Now his son's doing the same Thing. There is no border anymore on where you can take your dreams.

So if you're not sure about a message. Yeah, but that would go. Look it up. I guarantee there's a million videos up there. If you looked up scuba diving online, I can't even fathom how many there are in there, but they're probably scattered. But if you had that and you said, hey, this is what we're talking about, and I'm learning to dive. Let's say you're teaching me how to get my dive license, what I have to go through, and I'm going to go to Cancun thinking, yeah, I want to go diving over there. What do I have to do? Geez, you mean in four hours I could be diving? I did. I did, right. I was 40ft below the surface of the ocean in four hours. I had a great time. But wouldn't it be cool if you had a video about that and you're making money doing it? Yeah, that'd be cool. Okay, so find out what your message is. Really zero it in. What is it? Our message is very clear. We're sharing your story through our videos as small business owners.

Our bottle of wine for every brick and mortar store in the valley and across the planet. What's yours next? Fear. Fear. What do you fear when you get in front of the camera? Embarrassment. Embarrassment. Have I said some goofy things today? Absolutely. All the time.

But it's funny. I love it. Just be yourself. You know what people want? They want you. They don't want some stuffed shirt. And no offense to people if they are stuffed shirts, but they want you. They want your story. They want your humor. They want your life. That's why they tune in. Just be yourself. Absolutely. There's a guy, and he's on YouTube. It's called Dennis TV. It's got to be the worst production you've ever seen. But here's what he does. He's a dad. He sets at a table. He's written his own material. It's obvious. And he tells those stupid jokes that if you were a father and your kid were there, they go, oh, God. He does it for about two minutes. Minutes. Now you laugh, but here's what's going on. He has poor lighting, terrible. His sound is. You have to struggle to get through it. But because you're thinking, there's got to be a good punchline coming here somewhere. And I think 12 videos. He's been doing it for years for a consistent consistency. Do it consistently. Okay. In just one video, he has over 400,000 views. Do you think he could be making some money? Yes, and he's terrible at it. But guess what? We can see reality. That's reality tv, gang. We like seeing that now and then. So if you screw up, you screw up. How many of you watched the video that got you here today? Our videos? Did we laugh and have some fun on there? Absolutely. Did you think, I'm not going to watch those? Those guys are goofy. What could they possibly know? They're laughing on screen. That's who we are. Yes. Yeah, we're just having fun. So set that aside. Set that aside. The scripting will help you. Like a lot of times when we first started, what we did is we had this screen up here and we have our bullet points up there. And we'd be standing right here behind that table and we would see our bullet points. We'd stay on track after the laughing fits would start. Stop. And we get right back on track. We know what to talk about so we can kind of stay focused. And once you know your craft, what you do, you know your story, it becomes easy to talk about. Fear is usually when you say, you know what I want you to talk about deep sea diving off the coast of North Africa. Come on up, talk about it right now. Is there some fear? No, I did it yesterday. Did you? Okay, good. See, I like that. He's ready. He's ready. Exactly. But most of the time it's because we're out of our. I got a jet lag this morning. This morning. Because we're out of our element. Right. But if you talk about something you're already very good at, you already have this depth of knowledge. Right. And now you're just talking about it. Talk about one thing at a time. Okay?

It's your time to make an appearance. The stage is set, the lights are on, and the audience awaits your message.

There are almost 7 billion people on the planet. I think over what 70% of the people on the planet have a smartphone that size screen, believe it or not, is winning the video race. We would rather watch video and we stay more attentive to that video and watch more of it completely on an iPhone than we do on a big screen. Because there's fewer distractions. We have to focus down. It's almost like putting blinders on a pony and saying, run towards the finish line. We don't notice all that stuff going behind us. So making your videos gets us there. Right. There was two days ago, Amy's out talking to a customer. She said, you know, I Like your idea. But I'm concerned my customers are just too old for this, really. So Amy, being a data hound. She is. That evening, she found some data that was just overwhelmingly positive. Now, overwhelmingly positive means, you know what, if you're saying, well, I'm not going to do video and I'm not going to do emails, because most of my clients don't do that, let's put the reality up there. Over 50% of people between over the age of 55 are using email, texting, and video to receive and get and send messages. So if you're deciding to say, you know what, how big is our market in the desert? How many people in the desert are over 55 years old? I'm not raising my hand, but a lot. Right. So if you're not willing to talk to those 90%, now you're dealing with 10% of the marketplace. Are you willing to give up 90% to hopefully capture 10? I belong to that 90. Exactly. And do you use texting? Yeah. Do you. Do you ever read your emails? Yes, absolutely. That's why she's here. Say, hey, how come you're not here? She's a little late, but she's here now. Okay, so don't let that slow you down. I'm going to show you any questions so far about all this. Do you think it's helped you get you over a little bit of the gap there of, hey, should we use video? How should we use video on a consistent basis? I have a question. Yes, sir? How does Dennis make his money? How does Dennis make his money? Dennis? Now, here's an interesting thing. Dennis could do anything he wanted to. He could sell T shirts, he could sell cups, he could sell all kinds of merchandise. Dennis does it because he loves doing it. He has not monetized. He has not monetized it yet, but he could see. He could. Do you think he could sell ad space on there? Absolutely, you betcha. Oh, he's not making any money. He's just doing it for his own pleasure. There's no. As I look at it, there was no specific trail that said Dennis is making money. He just loves what he's doing. He built his story, and the audience found him. See, now here, when I say there was 400,000 people watching this video, anybody have any idea how many people watch the average YouTube video? Like, what's the average view? Andrew, what's the average view, you think?

Total viewers? Like, if you put a video out, what's the average. The average number of people who watch the video on YouTube, when you put it out there, 50 or 100. He did 400,000 gang.

50 to maybe 100. You're a rock star at 100, so don't let that distress you. Right. If you're going, kai, there's only 92 people watching my video. We have a video up right now that I still don't know why. It's almost near 100,000 views. I don't get it. I was in my downstairs room. I had a US Open golf T shirt on, and I was just making a video for one of my clients, and I sent it to him. And at the time, YouTube was a platform to put it on. It's gone viral. It has almost 100,000. I can't wait till it gets to 100, because then I get a little plaque, I think, at 100,000. Right. Because that's very unique. To get over 100,000 or maybe that's a million. I'm plaque. Were you talking about golf? Yeah, we're talking about golf a little bit. Oh, okay. Okay. That's why. So I want to show you a couple. Any questions, though? Do you think you can do this now? You do it more? Yep. You don't have to get too expensive. Okay. All right. Your message is maybe you're like, maybe I could do this thing with diving. Right. What if you just interviewed divers? You didn't have to get in the water anymore. What if you interviewed commercial fishermen? Would you be known as the guy? Yeah, they're your bottle of wine gang. So I want to show you something. This is a little thing that we've done. You talked about, geez, I wish I had a library. Right. And put it on autopilot. This is something we made.

Three years ago. This is content that is evergreen. Because we use the rules and etiquette for the game of golf. Our background is golf. We've been golf professionals combined probably 50 years. So we can talk very fluently about the game. So we put these out to attract our audience at one point, and we pulled them out. It had over 100,000 people a week watching our video. Okay, let's play it.

This is neck of etiquette moments. I'm Jeff. Teresa. My partner. I'm Andy Anderson. Unplayable lie. And first of all, before we get started, what to do? First of all, we got to determine what is an unplayable lie. Amy? Well, it's when your ball is resting in a spot where you really just can't make a swing at it. Well, that seems pretty simple. Like in a bush or behind a rock. Yeah. Okay, so now there's several different options when you do that, but we're only going to take it one step at a time. So tell us what we're going to do today. Well, we're going to deal with. We're going to talk about going to Club Link. Stop it. Stop it. Just a second. It's going to hit me. But here's the thing. Over 100,000 people watched that. Was she absolutely dead perfect in what she said? No. Was our lighting perfect? No. Is there noise in the background from the dad gum fountain? Yes. But we still had 100,000 people watching a video. It doesn't have to be perfect. She's going to kill me. She's going to kill me later.

We can videotape that. Put it on in a position where it looks like it's going to be hard to get a shot. Yeah. So what I'm going to do, the first thing I'm going to do is I'm going to mark the spot of the ball with a tee or a ball mark. Pick up the ball, and then I can go two club lengths away from that spot closer to the hole and put another T down, marking that spot and that I drop between the two. Now, when you say two club links, am I restricted to what club I can use in my bag? No, any club in your bag. So as long as. So if I take the longest club out of my bag and put that out there, that's legal? Correct. Okay, great. Now, who determines whether or not it's an unplayable lie or not? The person whose ball it is. Something called a marshal? No. Or an opponent? No. Okay, great. So you can take that unplayable lie anywhere except for in a water hazard. Now, when you talk about dropping two club links, what if my nearest point. No. Near the hole is still in a bush? Is that my. Is that my drop point? That's your new drop point, unfortunately. You know what? That's going to lead us into our next video that we're going to share with you. Because this is only option one, take two club links no near the hole. That's one of your first options on playwell Live. Thanks for joining us. I'm Jeff Parson. My partner. I'm Amy Anderson. For etiquette moments, I missed my line. Now, did Michelle anything there? Yeah. What's that? Still haven't got any beta.

Now, take a look at this. Because we talked about the very beginning. Does that message help our core audience? Oh, yeah, you bet. How many of you play Golf. How many rules are there in the game of golf? A billion?

34. 34. There's 34. There's not a billion, but a lot of you, thank God. There's so many that can't remember this. There are only 34 rules in the game of golf. Now here's the tricky one. What is rule number one?

Oh, sure. Down the target pattern. Here's the thing. How many of you would sit down at a poker table and not know the rules of the game and then be upset because you lost all your winnings or you lost all your earnings? But so many people tee it up and they don't know how to play. This is what we do. And we have over 100 of these that go out every week on the clock. We've got it all set up so we shot all that content and then we put it out there and it just plays on automatic. We have what we call an opt in form on our site. Hey, would you like to have a free weekly video? Is there an etiquette moments? Who wouldn't want that right now we got better, I promise. Okay, do you have that other one up? Okay, so this is you got better and you're showing that now. Here's another program we did. It's called the Golf Shop TV. We did about 27 episodes of this. We shot it at Indian Springs and we shot it also at Marrakesh. And it's about a 25 minute golf show. And we feature things going on around the valley. We feature things going around the world. And this is where it's a periodical. Right, because it was about what was going on then. Just a real short clip.

It's a two person scramble, but you have to stay under the same hat all day. Just my luck. Well, good morning. Welcome to the Golf Shop TV show. We have a special guest here, Coach.

Oh, I thought it was Ricky Fowler. Amy. Pete Crow Anderson. Ricky, I am so, so sorry. And all the little boys that love Ricky. Sorry. Oh, time out. Time out. What did she just say? Did she say little boys? Yeah. Oh, that's so bad. Does anybody know the president of the PGA just got impeached because he said little girl. Oh, no. Would that be the same thing if a woman said a little girl? Hey, save that footage.

This news has just been broken like so. Anyway, my point is you can take whatever you want and create a program as long as it's relevant. We're having fun. We've got Rich Gilgalan over there. At the time, he was the show of the golf Shop tv. And my hair was a lot darker back then. Yes, I was. He had more of it. I thought I'd point that before Linda said anything. So there's a whole range of stuff on there. We do church services. We do, you know, all kinds of stuff. You can do the same stuff, right?

I think there's. Yeah. What's that? Oh, it's time. All right. Questions, questions. Now, if some of you are still saying, hey, well, you know what, I like this idea. I'm still not quite sure. We have a program coming up on November 12th. It's a two hour program. It's only $25. It's an evening from te 10 to midnight. We're having trouble getting silent. I'm not sure what it is. No, it's from 6:30 to 8. 6 to 8. 6 to 8. And we're going to talk about building content specifically using video. All right. Now there's also this guy wandering around down here. Just don't get freaked out. It's not Halloween. It's just. His name is Ron Johnson. Ron is in charge. Ron is in charge of all the workshops here. And we'd ask you to do us a favor. There's a handout up here and it's a little bit of a review form. If you feel positive about what you learned this morning, put some good stuff down, please fill it out and hand it in. If not, just give it directly to me and I'll take care of it for you and he'll make it look good.

Now some of you. Yes, sir. When is that building content going to be? November. I think it's at the 11th. Tuesday, right? Tuesday. I think it's a Wednesday. Oh, it's a Wednesday. Okay. Now the most embarrassing moments on camera.

Jeff, that opt in form you were talking about, November 12th, it's a Wednesday.

We, the question is, for the opt in that we have, do we use Constant Contact? No, we don't. We use a product called infusionsoft. And the reason is because it's much more, I think it's more robust and because we have a lot of different clients. So what we do is we actually put that form on our website and then it basically does this. It's like when you put a mail, a piece of mail in your box and the mail carrier comes by and picks it up, she picks it up and says, hey, where's it supposed to go? And then it starts going on its route. Well, the way this works is I put my name and email address in there. Infusionsoft. Captures and says, oh, we're gonna put a tag on there. They wanted etiquette moments. So it goes into this funnel of information that we have set that says, hey, today we're gonna send you a video. And then every seven days, we're gonna send you a new video, right? And that goes on for the next hundred weeks. And usually then by the time that 100 weeks is over and we start over again, they've kind of forgotten about the first video. Or. Or then we say, during that process, we'll say, hey, if you like this, how would you like to attend our free clinics, if you will? And then it becomes an upselling process. But now they know, like, and trust us, they've seen us goofing off. They show up. Amy would be freaked out because she's a member of Bermuda Dunes. We'd shoot stuff over there, and they have our product. They send out every two weeks to their members. And people walk up and like, hey, I know you, but I'm not sure where. And free came me out. It's because. Because of her videos, she'd be running. She runs in the morning. People will be running behind her like those commercials. They want to get her autograph. She was able to run those five miles much faster. That would be a good video.

As you can tell, we like to have a lot of fun, but also a lot of serious stuff. If you're not using video, we don't want you to become like a dinosaur becoming stink. We don't want you to think, I can't get in because it's too expensive. I just touched on some of this. How many of you have a laptop on your laptop? If it's probably early or if it's not more than three years old, it has a camera on it. You can create your own video sitting right in front of it. Andrew can fire up right now, and we'd see him on the big screen. He could shoot that. He does a lot of that stuff. You can use Google Hangout as your platform. If you're not familiar with that. We have some stuff on that. I want to thank you for coming. It's been a lot of fun. Now, as I mentioned before, maybe some of you didn't hear, today is our last live event, but we'll have something every Tuesday on the website. And also, Andrew, you're going to send an email to everyone to let them know about the new content coming up. So we'll have content that's going on like Facebook, Facebook ads, social media, blogging, all that type of stuff. It'll come out still Tuesday and it'll be on the website. So I still want you to go there and watch this except you just want get the coffee or the donuts, but you can stop by the store and pick them up while you just before you start turning on the video or you can buy them in the sit in the parking lot watch on your iPad. All right. One last thing. Next Tuesday we're also doing a workshop on Facebook as well. So if you want to use Facebook, using Facebook do business next Tuesday night in here at 6, 6 to 8 o'. Clock. I'm doing that workshop next Tuesday. It's inside this program.

Soon the details in there so we talk about it'll be a two hour program. Come along. It's pretty informative. Gang, thank you very much for coming. Please take an extra don on the way out. Thank you very much.