01:37 – A cool story
03:36 – Use this weapon
04:38 – The perks of being a videomaker
06:03 – Types of videos
06:28 – Case study video: Jake Hower
10:13 – Why case studies are powerful marketing tools
10:43 – Elements of a case study video
13:43 – Here’s the key
14:33 – Sell without trying to sell
16:12 – What’s the story?
16:34 – Why use stories in marketing?
18:03 – This is when you’re really connecting
18:20 – The question you need to always ask
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James: All right, so next part is the other side, and again there’s some bits there that I haven’t been exposed to, because my involvement was just facing the camera for half a day and a couple of emails. We’re going to hear from a master storyteller, a video professional of the highest order from Australia, which we’re proud of, and he travels around the world now doing documentaries.
He’s also a SilverCircle member, and I’ve been super fortunate to work with him since about FastWebFormula 3. I’ve seen his business double and then go even further and he’s now experiencing a great lifestyle and doing passion projects, and it was such a privilege for me to have him work on this, because I think one day I wouldn’t be able to afford to. But I’d love to welcome up Ryan Spanger to talk about the videos.
Ryan: Story: I was down at the local shops one day, doing some shopping, and suddenly, a woman runs out of a store, and she’s calling out, “Stop, thief! Stop, thief!” She runs right up to me, and I don’t know if she thinks I’m the thief, or the police, or some, you know, local neighborhood vigilante. And she says to me, “A man, with a green bag, he’s stolen a watch, he’s gone that way!”
And I don’t know what comes over me, but some strange chivalrous instinct takes over, and so I turn, I start running down the footpath, in the way that she’s pointing, and sure enough, up ahead, I can see a man with a green bag. So being the tough street fighting guy that I am, instinct takes over. And I run off ahead of the guy, and I turn, I put my hand in my pocket and I unsheathe my weapon, my mobile phone, and I start filming the guy.
And it was only at this point that I got a good look at him. He was about my height but probably twice as wide, he had a tattoo of a snake which curled up his neck all the way up to his cheek. He didn’t look like he’d seen the dentist for a really long time. I’d say he pretty much just got out of jail.
At this point my courage wavered slightly. But the adrenaline was coursing through my veins, and I approached him, and I said, “I believe you stole a watch.” Kind of like a detective in an Agatha Christie novel, something like that. And he looked at me dumbfounded, like I was a creature that had descended from another planet.
He looks at me, and he looks at the phone, and he looks back at me, he looks at the phone, and he sort of reluctantly reaches into his bag and he pulls out a watch. And he puts it in my hand and he walks away. I march the watch back to its rightful owner, all in a day’s work for an urban crime fighter.
Video is a weapon
So why am I telling you this, apart from the fact that it’s a cool story? Well, basically, video is a weapon that you can use to grab people’s attention, to persuade them, and if you use it properly, you can really use it to get what you want. And that’s because video is all about proof.
It’s about evidence, and the power of video is in showing rather than telling, because you can make whatever assertions you want in your marketing for your business, but once you use video, then you can use that to back up your claims.
I’ve been running a video production business in Melbourne for the last 15 years called Dream Engine, and we work with a range of quite high-profile clients.
And what I want to do today is talk to you about the types of videos we make for those clients, the types of videos that I’ve made for James, and we use the exact same strategy with these videos to promote our business.
I’m just passionate about making films and telling stories, and it’s something that I’ve been lucky enough to sort of discover this early on in life. So one of the cool things about making films is that you get to wear some pretty cool outfits.
And really hang out with some interesting people as well.
I’ve directed a lot of TV commercials, and directed all manner of creatures. I’ve met some interesting characters that I’ve worked with.
One of the cool things about being a director is they sometimes give you your own tent.
I’ve got to interview ex-politicians and leaders.
And girlfriends of dead rock stars.
That’s her today.
And Internet marketing leaders.
Since I’m talking about myself, I probably should fulfill disclosure at this stage; say I’ve also bought some dodgy vinyl back in the 80s.
That’s a 12-inch.
But back to story. I’m going to tell you the story of how I worked with James to make these videos. And I want you to think about how you can use pretty much the same format, the same type of videos, to apply to your business. Whether you’re promoting an event or selling services or using e-commerce, you can pretty much follow the same process.
So James and I had a conversation, and with his typical brevity, we got started.