033 – The Video Advantage an Easy Way with Alfred Poor

Alfred-Poor

Alfred has been a solo-preneur for more than 30 years, and has a particular interest in effective marketing strategies for very small businesses. A graduate of Harvard, he has built his career on explaining complex concepts to people in ways that they can put to practical use.

Alfred is a full-time professional speaker and writer, and is the author or co-author of more than a dozen books including “Power Marketing for Small Business: How you can boost sales with low-cost video.”

On the personal side, Alfred is a sailor and a musician, playing mandolin in a bluegrass band.

Motivational Quote

Peter Drucker Quote

Video Insights

The challenge of a small business owner [5:01]

Why is video important to business [7:17] [27:02]

How to get a video made [7:50]

The first video you should make [10:41]

The 3 most important elements of a video [13:55]

The PEACH Principle [16:53]

Success Trait

His ability to communicate effectively and explain things in a way that people can understand and put to action

Productivity/Lifestyle Tool

Evernote – A cross-platform, freemium app designed for note taking, organizing, and archiving

Valuable BookFree Audio Book

The New Rules of Marketing and PR by David Meerman Scott

Contact Links

Website

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If you found value in this podcast, make sure to subscribe and leave a review in Apple Podcasts or Google Podcasts. That helps us spread the word to more makers just like you. Thanks! Sue
Transcript
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Gift biz unwrapped episode 33.

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You don't have to have a camera.

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You don't have to ever touch a computer.

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You don't even have to be in front of a camera

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if you don't want to be.

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Hi, This is John Lee,

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Dumas of entrepreneur on fire,

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and you're listening to the gifted biz unwrapped,

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and now it's time to light it up.

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Welcome to gift biz,

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unwrapped your source for industry specific insights and advice to develop

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and grow your business.

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And now here's your host,

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Sue Monheit and welcome Unwrapped podcast.

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Whether you own a brick and mortar shop sell online or

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are just getting started,

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you'll discover new insight to gain traction and to grow your

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business. And today I am thrilled to have joining us.

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Alfred por of desktop of wings incorporated.

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Alfred has been a solopreneur for more than 30 years and

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has a particular interest in effective marketing strategies for very small

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businesses. He's a graduate of Harvard and has built his career

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on explaining complex concepts to people in ways that they can

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put to practical use.

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Alfred is a full-time professional speaker and writer,

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and is author or co-author of more than a dozen books,

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including power marketing for small business,

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how you can boost sales with low cost video.

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And that is one of the reasons why I wanted to

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have him on today.

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And we're going to get into a lot about that.

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So stay tuned on the personal side,

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Alfred is a sailor and a musician playing mandolin in a

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bluegrass band.

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That sounds incredibly interesting.

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Welcome to the show,

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Alfred, thank you so much.

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So I'm glad to be here.

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Is there anything you'd like to add or expand on,

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particularly with the plane mandolin People who've known me for a

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long time,

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10, 20 years keep discovering new things about me.

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So it's always a challenge for me to write a bio.

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So do you Always see it with new things each time?

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Not always,

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But things slowly rise to the top,

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depending on the situation I acted on the same stage as

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bill hurt.

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Oh, a long time ago.

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Yeah. Like I said,

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there's all kinds of interesting things that I've managed to do

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over the years and had a lot of fun doing them.

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Wonderful. And so I just have to know,

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do you have a lot of content left to reveal down

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the road?

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I, I Don't put it all out at once,

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So we're going to have to keep following you so,

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so we can see as,

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as time goes on.

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Yeah. Buy me a beer and I'll share a few of

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them. Oh,

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There you go.

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All right.

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Well, that's easy enough.

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As our listeners know,

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we like to align the conversation around the life of your

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motivational candle.

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The light shines on you while you share your stories and

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experiences. And in this case,

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you're going to be sharing all about video and low cost

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video at that.

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So Alfred,

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are you ready to light it up?

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The pilots say I kicked the tires and lit the fires.

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So let's go.

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Alrighty. So guess what?

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You are a gig with your mandolin in the bluegrass band

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and the venue has candles all around.

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There's just one candle that catches your eye that you really

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like. What color is that candle?

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It's a sky blue candle.

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And what is it about sky blue?

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To me,

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it's one of the things about blue is it's sincere.

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It's a natural color,

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light blue,

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as opposed to a dark blue,

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I think is more accessible and more engaging and,

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and more personal,

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which I think are some of the traits about myself that

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I like to believe are part of my strengths.

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Wonderful. And if there was a motivational quote on that candle

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that really resonated with you,

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what would that be?

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It's a quote from Peter Drucker that I take to heart

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in many settings,

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Peter Drucker said efficiency is doing things right,

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but effectiveness is doing the right things.

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And how do you apply that?

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I'm very good at,

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in my career.

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I've been good at doing the wrong things,

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coming up with products.

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One of my favorite mistakes is to come up with a

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product that I think people need and not necessarily the product

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that people want.

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And you know,

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it's a,

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it's a problem.

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That's common.

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A lot of people have it.

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And for me,

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it's an easy one for me to repeat.

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So I struggle with that,

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but I think that's part of what Drucker's messages,

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just working harder on the wrong things.

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Isn't going to bring success,

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right? If you work on the right things,

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yeah. You can be as efficient as you want,

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but if you're being efficient at something,

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that's not going to bring your result.

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What good is it in the first Place?

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It can feel like you're working hard,

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which can feel good,

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but you're not going to make progress until you sit down

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and answer the hard questions about,

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you know,

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what what's really important and what are the things that need

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to be done.

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Right. Exactly.

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All right.

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You talk a lot about online video being the most powerful

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and cost-effective solution that someone can use.

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Why do you say that I've been a solopreneur for 30

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years, freelance writer and a speaker and book publisher.

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And so I,

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you know,

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I know what it is to wear all the hats and

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be making all the decisions and everything.

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So one of my starting premises is that small business owners,

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really small business owners don't have time and they don't have

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money. They're pulled in all sorts of different directions and they're

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trying to make ends meet.

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And, you know,

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they have to make a lot of tough choices.

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And in many cases,

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marketing becomes the poor stepchild.

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Most people,

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especially, I know in the,

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you know,

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in the crafts and gifts kind of feel people were drawn

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because they're creative.

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They want to make things that people love and they get

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all kinds of satisfaction out of this.

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This is something I'm very familiar with.

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My wife as a Potter has been a Potter for 15,

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20 years.

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And so,

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you know,

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I've seen her business grow,

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but you know,

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very often you're putting all your efforts into the creation and

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the managing of the business and marketing falls by the wayside.

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You put up a website,

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you maybe build a mailing list,

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but you know,

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there's not a whole lot of focus and effort on it.

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You sort of do whatever you need to get it done

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and let it,

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you get The basics done and then move on to something

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else and never really capture the power that marketing can bring.

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Exactly. I get that because you don't have a lot of

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time or energy or money that you can focus on this.

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And one of the things I've discovered over time is that

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video is just remarkable in terms of how powerful it is

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and how effective it is and how little it costs in

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both time and money.

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So for someone who's sitting and listening right now and saying,

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yeah, but,

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oh my gosh,

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that is a huge hurdle in terms of technology and figuring

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out how to do it.

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I'm probably going to need a lot of equipment,

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all of that.

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I'd rather just do print ads or just stick with my

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Facebook page or whatever the current mode of operandi is.

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Sure. Yeah.

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And, and I totally get that.

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And that's one of the reasons that I'm out here promoting

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this concept,

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because I think a lot of people put up barriers that

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aren't there.

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What I'm talking about,

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you don't have to have a camera.

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You don't have to ever touch a computer.

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You don't even have to be in front of a camera

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if you don't want to be.

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There's all kinds of things you can do with video.

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And the craziest thing of all is it is just wildly

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inexpensive. Most people will spend more on a simple local postcard

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mail campaign than they would spend on a video.

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And with the postcard campaign,

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you know,

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that 90% of those are just going to go straight into

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the trash.

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They'd go out once and then they're gone.

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The video stays on your website forever.

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And so it's an investment in marketing terms,

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we call it a long tail.

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You get a benefit from it over a much longer period

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of time than you would get from that little flash of

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a postcard mailing or an ad in the newspaper,

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that sort of thing.

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Right. Okay.

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So you're selling me here.

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The thing I'm intrigued about is you're saying that you don't

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need to have a camera let's get into what is the

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equipment that you need.

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Okay. Okay.

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If you can figure out a way to get onto Craigslist,

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that's probably all you need.

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Let's talk about how you get a video made one way

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to do it is to do it yourself.

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And that's a perfectly reasonable thing to do if you're inclined

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that way.

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You know,

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you've got some creative skills.

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You're curious about learning how to do audio and video editing

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and all the stuff that goes along with that.

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And really,

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if you have almost any digital camera or even a lot

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of smart phones can do a good job of capturing a

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high definition video.

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So, you know,

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that can be done and you can get some good,

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low cost editing software under a hundred dollars to edit it

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with whether you're on Mac or PC,

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but it takes a lot of time.

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So that the expense isn't very big,

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but there's a big time investment there.

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Another way you can go is to go to a professional

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agency and have them develop a marketing plan for you with

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it includes video and put that together.

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And that can cost thousands and thousands of dollars.

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What I'm advocating is sort of a middle road where you

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figure out what it is you want to do and what

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kind of message you want to give.

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And then you rent the professional help that you need to

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get it done.

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And in this case,

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it's very,

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very simple.

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You just go out and you get a videographer who will

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shoot it and edit it and come back with a file

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that you can upload that would probably even do it,

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upload it onto YouTube for you.

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You're hosted on YouTube for free YouTube.

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It's very easy to grab the little piece of code that

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you can drop into any website,

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especially if it,

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you know,

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if you have a WordPress site or something like that,

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where you can easily drop in a piece of HTML,

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you don't have to know anything about programming.

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You don't have to know anything,

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just drop that code in.

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And you've got video on your website.

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If you don't know how to do that,

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find some 14 year old in the neighborhood who come over

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and do it for you.

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That Is true.

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And just don't let what Alfred's talking about.

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Stop you in your tracks,

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anybody, because once it gets up to YouTube,

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it is so easily shareable.

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And the HTML code that he's referring to is like two

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clicks away within your YouTube account.

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And you just copy it and you paste it.

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And many,

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many people can do that for you.

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So that's not a problem As you say,

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so it's not technical at all.

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You don't have to understand anything about what it's doing.

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It's just a cut and paste.

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Just a way to get the content over to your site

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so that it's going to be viewable right on Your site.

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And it's there forever And it's there forever.

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It's evergreen.

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So the nice thing about that,

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I mean,

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we are all time stressed as you were talking about the

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time and money are the big challenges for people in smaller

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businesses. And to be able to put your time into something

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that then would be content that is going to benefit you

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for a long time in the future.

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Makes a lot of sense in terms of timing.

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But I have a question for you.

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I have a question for you Alfred,

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if someone has never done video before,

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what type of content and,

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and let's just talk,

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let's take this in such baby steps that it really seems

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achievable for somebody.

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What would be the best first topic of a video.

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If they're just going to have one video on their site

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to See there are two extremely powerful ones,

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but the easiest one to get started with is clearly the

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how to a demonstration video.

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So you're demonstrating something that your company produces.

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It could be all kinds of things.

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It could be related to what you produce.

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If you're a Potter as my wife is you might just

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do a short video of showing how you make a,

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a mug,

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just a quick two,

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three minute video of showing you at work,

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creating your pieces,

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showing them going into the kiln and coming out glazed people

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love to see how things are made For them to be

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intending, to be a Potter,

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but for them to see what was behind the scenes producing

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the result that they might purchase,

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Right? That's one way to go.

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Another way to go would be a simple project related to

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what you do,

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but something that the viewer could actually do and make themselves

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a simple little project,

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which would at once be sort of a gift to them

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and help feed their creative instincts.

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I mean,

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one of the things I find working the craft shows with

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my wife is people have all kinds of creative feelings,

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but they say,

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oh, I could never do that.

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And so a video to show them something simple that they

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could do and feel good about is going to be thanked

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for you.

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And it also,

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if it relates to the kind of products you make,

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it helps them get a better appreciation of the skill and

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the creativity that goes into your company's products.

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Got it.

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So What I hear you not saying is this,

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isn't a video that says,

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hi, I'm so-and-so.

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I have all these qualifications to be in the business that

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I'm in.

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I've been in business for X number of years,

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none of that type of thing.

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It all should be from the interest level of the person

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who's going to be watching so that when they get to

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the site,

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they really want to click the video because there's curiosity,

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cause it's a how to video or they're looking at something

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like, yeah,

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maybe I could even do this myself.

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Exactly how to videos are probably the number one most effective

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at converting,

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turning into sales.

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And again,

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keep in mind that a lot of people think commercials,

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TV commercials,

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which have to fit in a 32nd window or at most

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a minute,

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and they're very active and lots of flashy stuff going on

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and you don't need that in an online video.

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You're not trying to yell at the consumer.

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You're trying to engage them in a conversation.

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And so you know how to video.

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You don't even have to talk,

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just put up some title screens and explain some tech screens

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to explain the different steps.

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And somebody can just video you while you work.

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And you know,

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you don't have to feel awkward about saying something on screen

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or anything like that.

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It can be just having a nice little soundtrack running in

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the background.

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And by the way,

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YouTube has a ton of free soundtracks that you can put

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behind your videos at no cost.

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No royalty can just use them for free think in terms

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of giving them a gift of content.

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There You go.

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And it doesn't have to be such a professional video either.

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I mean,

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you want it to make it look nice and classy,

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but it doesn't have to be so professional going back to

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what you're talking about with the commercials,

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because people like seeing the real person behind a craft or

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the shop or that type of thing,

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would you agree with that?

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They want to see organic.

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They want to see personality.

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They want to see honesty.

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The whole thing about this is trying to build credibility.

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So I would agree you don't need to have Hollywood production

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values. However,

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it is extremely important that you shoot in high definition in

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technical terms,

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it's either seven 20 P or,

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or 10 80 P resolution,

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because it really looks better.

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You want to make sure that whoever's doing the shooting is

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aware of the lighting because bad lighting is a turnoff and

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people will bail on your video.

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No matter how good the content is,

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if it's just too hard to watch.

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And then the third most important factor in your video is

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the audio quality.

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So if you're going to be talking,

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if there's a soundtrack,

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whatever you want to make sure that the audio levels are

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good. And again,

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a good videographer can take care of that in the edit.

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And so with all of these points,

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that's why you suggest a middle of the road,

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videographer, meaning not in terms of the quality of the videographer,

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but in terms of the services that you ask for.

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Because if you are putting together what you think the content

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already is,

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that's not something you have to pay someone else to do.

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Exactly. So you're just want it to be the shoot really,

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Right? So you're just hiring them for the shooting and the,

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and so if you go to an agency they're going to

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want to put together the whole campaign for you.

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But if you know what you want to have for your

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video, you can go out and get a videographer.

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You will be amazed at how little it costs.

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I've done this,

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just going to Craigslist.

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I put out a call for videographers and I got one

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guy who had an Emmy.

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I had one guy who had worked with ESPN.

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I had somebody who'd worked with Stephen King.

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And the amazing thing is that with the exception of a

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couple outliers,

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they were all five to $600 for a half day shoot.

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And the editing,

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which is nothing.

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When you compare it to the price of,

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again, a simple postcard mailing,

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you'll get to $500 easy.

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Yes, very reasonable.

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Because this is again,

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is not a one-off.

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This is something that you're going to be able to use

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for years.

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Exactly. If you're looking for a videographer,

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like again,

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look on Craigslist,

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look for wedding photographers because all wedding photographers now do videography.

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One of my secret weapons is if you want to find

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an inexpensive videographer,

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one of the best places to go is your local guitar

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store. Interesting.

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Think about it.

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Turns out if a rock and roll band wants to promote

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themselves, they have to have a video,

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right? And if you think small businesses have limited budget,

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wait till you talk to a garage band,

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they've got nothing.

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And so this $500 for a video is a totally reasonable

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target. Some people say,

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well, what if I'm in some expensive place?

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Like New York city?

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Well actually in New York city.

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Yeah. The price is different.

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You can probably get it done for about three 50 in

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New York city because the competition is so high.

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Sure. All right.

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So we've convinced everybody that a video is something they should

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consider. We've also convinced them that there is a way to

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do it.

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It's an achievable thing for them to do.

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And you've mentioned a number of different ways and tips on

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getting the lowest price and the quality that you need,

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et cetera.

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What about the content?

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What about the content?

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So again,

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one of those explainer videos,

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either how you do it or make your own product or

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some sort of project that other people can use,

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that's probably the best choice to start off with,

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especially if you're in a gift or craft kind of market.

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In my book,

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the power marketing for small business,

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I've got what I call the peach principle.

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And peach is an acronym.

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Each letter stands for different kinds of message that you could

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use in your video.

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And so peach stands for position,

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educate, attach,

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compete, and help that he educated.

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That's what your demo video would be.

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You teaching them either how to do something or teaching them

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how you do something,

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giving them some information,

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how to solve a problem,

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how to accomplish something.

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Position is more where you describe what your business is about.

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Kind of a credibility play,

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maybe a credibility play,

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but it's not comparing yourself to others.

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It's just saying,

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you know,

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this is what we care about.

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This is our quality.

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This is why we care about quality.

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And this is some of the things that we're concerned with

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that are important.

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Would you say this is a good video for your about

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us page.

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That would be a great video for your,

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about us page.

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Yeah. And then the a is for attach at one level

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attaches basically you're attaching yourself to somebody else's reputation and what

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it really comes down to is social proof.

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A lot of the reasons you see celebrities,

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endorsing products is because it provides proof to the buyer that

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it's a legitimate product and it's worth their attention for as

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a customer,

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you can attach to all kinds of reputations.

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One of the things you can attach to our local celebrities,

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maybe there's a program at the high school that you're involved

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in. You could have a video about you working with the

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students on their projects or something like that.

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At another level,

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the social proof can just simply be testimonials,

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just have people talking about how much they love your products

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and what they do with them or how they make them

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feel. And you don't even have to be on the camera

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for this.

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You know,

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you just have somebody else talking about you and get that

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on video.

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Yeah. These are some great ideas I've never thought of before.

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Really great carry on Then.

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So C is for compete.

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Here's where you show your difference.

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Okay. So say you make reeds and we're coming up on

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the holiday season.

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Well, you might be able to say something like we soak

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our, we use all natural greens.

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However, we soak them in a special solution that we use

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and it causes the needles to stay on 50% longer than

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if we didn't treat them.

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And nobody else we know does this.

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So this is a competitive advantage that we have.

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You're not going to get from anybody else,

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vintage ribbons that we've collected all over the country from the

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early 19 hundreds.

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I don't know.

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There are different kinds of things that you could do,

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but that's where you would make your claim to uniqueness compared

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to your competitors.

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This is a big point.

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Let's use Reese justice.

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You're talking about,

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there are very creative wreath makers all over,

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but so how are you different?

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What are you bringing that a consumer is going to get

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from you that they're not going to be getting from anybody

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else who is making the creative wreaths?

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And this is a perfect way to do it through a

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video. Just like you're saying,

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show them,

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yeah, show them.

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And it also portrays your personality and nobody can copy your

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personal. Exactly.

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And then H from peach,

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the H is for help.

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And it actually has nothing to do with your product.

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H is about how you give back.

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Maybe you're involved in a volunteer program.

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Maybe, you know,

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you do meals on wheels.

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Maybe you go into senior centers and do craft projects with

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them. It's not about your product.

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It's about you and your business.

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It adds another dimension to it.

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It adds a level of credibility and realism.

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And also it shows that you're giving back.

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And that's something that people definitely relate to.

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So if you can show something that you're doing,

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that's good in the community,

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that's a huge plus.

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And that's the kind of video that people really like to

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watch. Absolutely.

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So gift biz listeners.

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I want you guys to remember this acronym,

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peach P E a C Alfred calls it his peach principle.

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And really honestly go back.

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If you are not at a place where you're taking notes

Speaker:

and review all of these elements,

Speaker:

because there's some really,

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really good and different ideas that Alfred's put forth,

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that you should consider for your business.

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And so let me just stress that I'm talking about using

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one of these,

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one of these five different topics as the focus for your

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video for Each video.

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So one video would not incorporate all of these.

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It would only incorporate one,

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Right? You don't try to do them all.

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You, you make one,

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your focus and again,

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you only need one video on your website to make a

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big difference.

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Did you realize that adding a video to your homepage makes

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it 52 times more likely to show up on the first

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page of a Google search?

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I've heard of the power of video a lot.

Speaker:

And I believe that just think of how we,

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you know,

Speaker:

when you go Google something,

Speaker:

if there's a video there,

Speaker:

you know,

Speaker:

especially people who are on mobile now,

Speaker:

you know,

Speaker:

they necessarily can't even see the screen,

Speaker:

right? And so a video is so much easier in terms

Speaker:

of capturing content And the majority of consumers now say company

Speaker:

websites should have a video on it.

Speaker:

And so we're now on the cusp of leaving the point

Speaker:

where having a video is an advantage and we're entering the

Speaker:

era where you pretty much need to have a video to

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be competitive.

Speaker:

It keeps stepping up,

Speaker:

doesn't it?

Speaker:

It does.

Speaker:

It does.

Speaker:

Well, thank you.

Speaker:

This has been really,

Speaker:

really great information,

Speaker:

Alfred. I appreciate it so much.

Speaker:

We're going to move now into the reflection section.

Speaker:

This is a look at you and how you've been successful

Speaker:

along the way.

Speaker:

What would you say Alfred?

Speaker:

That's one natural trait that you have that has helped you

Speaker:

to be so successful in your book,

Speaker:

writing and video production.

Speaker:

And all of that.

Speaker:

I like to think that one of my skills is I've

Speaker:

learned to communicate effectively with people.

Speaker:

A lot of people get all tensed up when it comes

Speaker:

to writing or speaking.

Speaker:

And for me,

Speaker:

when I'm doing something like this,

Speaker:

or when I'm writing a book or an article,

Speaker:

I'm pretty much feeling like I'm sitting down across the table,

Speaker:

in the kitchen with a cup of coffee,

Speaker:

with a friend,

Speaker:

and they're saying,

Speaker:

well, what do I need to know about this?

Speaker:

And so I try to not dazzle them with my brilliance

Speaker:

and not confuse them with a whole lot of unnecessary detail,

Speaker:

but tell them what they need to know and how they

Speaker:

can use that right away.

Speaker:

I think that's one of the skills that's brought me this

Speaker:

far, the ability to explain things in a way that people

Speaker:

can use.

Speaker:

And what is a tool that you use regularly To help

Speaker:

you keep productive?

Speaker:

Oh, Evernote,

Speaker:

no question of attic because I deal with all kinds of

Speaker:

content and a whole bunch of different subject areas.

Speaker:

All at once.

Speaker:

I once had a secretary who gave me a sign for

Speaker:

my desk and said,

Speaker:

please don't clean up my desk.

Speaker:

I won't be able to find anything I'll be ruined.

Speaker:

So I am not the tiniest person when it comes to

Speaker:

the managing paperwork,

Speaker:

but a tool like Evernote allows me to just throw stuff

Speaker:

into different folders as I come across it on the web

Speaker:

and wherever and my email,

Speaker:

and then be able to find it again and be able

Speaker:

to call on it when I need it.

Speaker:

His, if you've never used Evernote or don't know Evernote,

Speaker:

I am just beginning to dive into it in true fashion.

Speaker:

It's a little bit different than you think of with a

Speaker:

filing cabinet and files because everything's notes,

Speaker:

but really,

Speaker:

really fabulous,

Speaker:

just like Alfred sane.

Speaker:

So I recommend that you check it Out.

Speaker:

Well, the features that I like particularly about it is one,

Speaker:

it plugs into your browser,

Speaker:

your email software,

Speaker:

whatever. And so you can just,

Speaker:

when you're looking at something,

Speaker:

you can just click on an icon and it will grab

Speaker:

the stuff that you want from that and stick it in

Speaker:

your Evernote.

Speaker:

Another thing I like about Evernote,

Speaker:

all the information is stored locally on your computer,

Speaker:

which I'm old school.

Speaker:

I like that.

Speaker:

But at the same time,

Speaker:

it syncs to a free account.

Speaker:

You have up in the cloud on servers,

Speaker:

on the internet,

Speaker:

it's kept safe.

Speaker:

So if you happen to have a problem with your computer,

Speaker:

all that information is still safe because it's up on the

Speaker:

cloud. Amen.

Speaker:

But the third thing that is absolutely brilliant and incredibly important

Speaker:

to me is that you can have it on your smartphone,

Speaker:

on your laptop,

Speaker:

on your desktop computer.

Speaker:

And as long as you're logged into your account,

Speaker:

anything you saved gets saved to all three devices.

Speaker:

It will automatically sync up your records.

Speaker:

So you don't have to worry about I'm out in the

Speaker:

field. And I came across this thing,

Speaker:

you know,

Speaker:

I want to be able to remember to save it to

Speaker:

Evernote. Well,

Speaker:

you can do it right there.

Speaker:

And then when you get back to your desktop,

Speaker:

it's there already talk about a time-saver what's a time-saver and

Speaker:

an energy saver for me.

Speaker:

You know,

Speaker:

not having to think about things,

Speaker:

saves me a whole lot of effort.

Speaker:

Agreed. Great.

Speaker:

I appreciate your telling us the uses to that gives everybody

Speaker:

a real good insight.

Speaker:

What book have you read lately that you think our listeners

Speaker:

could find value in?

Speaker:

Well, it's kind of big,

Speaker:

but it's very well written and very accessible.

Speaker:

It's actually not all that new.

Speaker:

It's a few years old,

Speaker:

but it's a book called the new rules of marketing and

Speaker:

PR. And it's by a gentleman by the name of David

Speaker:

Meerman Scott.

Speaker:

It's a fantastic book because for me,

Speaker:

the essence of the book is it pulls together all the

Speaker:

flashy stuff about blogging and social media and online video,

Speaker:

and trying to get things to go viral and all that,

Speaker:

and pulls it all together in a really common sense accessible

Speaker:

way. And what it did for me was it got me

Speaker:

out of the old way of thinking about marketing and realizing

Speaker:

the incredible potential of the internet and the digital tools that

Speaker:

we have old marketing used to emphasize outgoing messages,

Speaker:

where you would try to interrupt the reader with a newspaper

Speaker:

ad or a television commercial or whatever,

Speaker:

and try to grab their attention today.

Speaker:

The big focus on the internet is inbound marketing.

Speaker:

When people have a question,

Speaker:

they do a Google search and they're asking a question and

Speaker:

they come to you looking for information.

Speaker:

They're already asking,

Speaker:

looking for the answer is a whole new way of doing

Speaker:

things. Is it responding to their question with content and engaging

Speaker:

them in a conversation about what it is they're interested in,

Speaker:

rather than you trying to interrupt what they're and try to

Speaker:

get them interested in what you want them to do.

Speaker:

And circling back to the whole topic of today with the

Speaker:

videos, if someone lands on your site and then looks at

Speaker:

a video and you're giving them the information that they were

Speaker:

coming to your site to see in the first place,

Speaker:

you are one step closer to the sale,

Speaker:

they might as well just take out their pocketbook.

Speaker:

Exactly. And different studies show that adding video to your website

Speaker:

causes visitors to be anywhere from a hundred to 300% more

Speaker:

likely to make a purchase.

Speaker:

Ooh, I like that.

Speaker:

Yeah. I didn't know that.

Speaker:

I didn't know that stat,

Speaker:

so that's really good.

Speaker:

Those are good numbers.

Speaker:

Yeah, for sure.

Speaker:

We'll give biz listeners just as you're listening to the podcast

Speaker:

today, you can also listen to audio books with ease.

Speaker:

I've teamed up with audible for you to be able to

Speaker:

get an audio book just like Alfred is mentioning for free.

Speaker:

All you need to do is go to gift biz,

Speaker:

book.com and make your selection.

Speaker:

Okay. Alfred,

Speaker:

we're winding down,

Speaker:

but I have one more big question for you.

Speaker:

It's our dare to dream question.

Speaker:

I'd like to present you with a virtual gift.

Speaker:

It's a magical box containing unlimited possibilities for your future.

Speaker:

This is your dream or your goal of almost unreachable Heights

Speaker:

that you would wish to obtain.

Speaker:

Please accept this gift and open it in our presence.

Speaker:

What is inside your box?

Speaker:

Well, it would be a bridge from Pennsylvania to North Carolina

Speaker:

that I could get across in a minute or two.

Speaker:

Oh, and what's on the other side.

Speaker:

Well, I have a son and a daughter-in-law and two grandchildren

Speaker:

up here in Pennsylvania and I have a daughter and her

Speaker:

husband and another granddaughter down in North Carolina.

Speaker:

My current goal is to get my business to the point

Speaker:

where traveling back and forth there won't be any need to

Speaker:

be concerned about making the decision.

Speaker:

Just go whenever we feel like going from one place to

Speaker:

the other.

Speaker:

Now a magic bridge that would shorten that trip would be

Speaker:

lovely to have.

Speaker:

But the main thing is I'm happy that I'm,

Speaker:

I think I've got it under control that I'll be able

Speaker:

to work and make the,

Speaker:

at least the,

Speaker:

the back and forth part happen when we need it to,

Speaker:

well, we're All rooting for you to be able to do

Speaker:

that as frequently as you can.

Speaker:

So Alfred,

Speaker:

how can our listeners get in touch with you if they

Speaker:

would like to talk with you further?

Speaker:

I have a website that covers some of these small business

Speaker:

marketing issues.

Speaker:

That's called the center for small business.com

Speaker:

and you can reach me there.

Speaker:

There's a link there,

Speaker:

but you can also email me@apooratverizon.net

Speaker:

or you'll find me on Google or Twitter or Facebook.

Speaker:

And I'm Alfred poor everywhere.

Speaker:

And as you all know,

Speaker:

if you jump right over to gift biz,

Speaker:

unwrapped.com, you'll see Alfred's show notes page,

Speaker:

and there I'll have all of the links,

Speaker:

including the link to his book,

Speaker:

power marketing for small business,

Speaker:

how you can boost sales with low cost video.

Speaker:

And I'm sure that expands even further based on what we've

Speaker:

talked about today,

Speaker:

right? Alfred,

Speaker:

absolutely. Wonderful.

Speaker:

Well, thank you so much for all of your really,

Speaker:

really unique insight things that I haven't heard before and ideas

Speaker:

that I know our listeners can really use.

Speaker:

I appreciate your taking the time sharing all of your knowledge

Speaker:

today and may your candle always burn bright,

Speaker:

Learn how to work smarter while developing and growing your business.

Speaker:

Download our guide called 25 free tools to enhance your business

Speaker:

and life.

Speaker:

It's our gift to you and available at gift biz,

Speaker:

unwrap.com/tools. Thanks for listening and be sure to join us for

Speaker:

the next episode.

Speaker:

Today's show is sponsored by the ribbon print company,

Speaker:

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for more information after you listened to the show,

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if you like what you're hearing,

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make sure to jump over and subscribe to the show on

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iTunes. That way you'll automatically get the newest episodes when they

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go live.

Speaker:

And thank you to those who have already left a rating

Speaker:

and review by subscribing rating and reviewing help to increase the

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visibility of on route.

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It's a great way to pay it forward,

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