by Ray Brehm
Today I interview @Michelle Lange LIVE on “How to Leverage Video to Grow Your Audience for Your Authority-Building Book.”
Ray: Hey there revolutionaries! Ray Brehm here and I’m excited. Today I am speaking with Michelle Lange on How to Leverage Video to Grow Your Audience for your Authority Building Book.
Michelle is a video and online marketing strategist. She helps entrepreneurs, coaches and experts go from best kept secret to household name. Her clients have done six multi-six and seven figure sales using her video and online marketing strategies.
I’m going to ask Michelle all about how to leverage the power of video and if you find these tips helpful, we’ll also share how to access Michelle’s upcoming free online training where she’ll be sharing how to close 400% more clients in the next 45 days with high converting video to sell and speak to sell funnels. Even if you’ve never successfully sold from video or stage before, you can find the link to register for that training above or below this video, wherever it is. So let’s dive in. Welcome Michelle.
Michelle: Thank you Ray. It’s great to be here. And Ray, just so you know, I’m going to be referencing some of my notes because I know you have a really specific niche audience and I want to make sure that I serve them to the best of my ability. So I have a whole checklist of things I want to make sure to cover today. So sometimes you might see me glancing at my screen to make sure that I do not miss anything.
Ray: Good. And if you see me glancing at my screen, I’m probably looking at the football game and the other monitor over here. No, just kidding.
Michelle: Sounds awesome!
Ray: Just kidding! So we are so okay. Our audience is all about books, I would say it’s, you know, 80 – 90% entrepreneurs with nonfiction books that are looking to build authority, looking to build audiences, but we’ve also got some fiction people and they’re going to need video too. But let’s focus on what you got for us. And I guess my first question is: Why is video so important for growing your audience and for an authority building book?
Michelle: That’s a great question and I’m glad you mentioned the different types of authors that may be watching. A lot of this content is geared for the nonfiction writer, the expert, the coach, the author of the entrepreneur who wants to build their brand through that book. However, if you are a fiction writer, I still encourage you to listen because there are some things that can actually apply to your book and some key takeaways that you may get as well. So Ray, one of the reasons, one of the many reasons why video is so important for growing your audience is that you can’t be everywhere once. And video puts you really on a worldwide stage where you can be broadcasting to living rooms across the nation, and the world through a single video. And so it’s really as close to being in a room with an audience as you can get.
Michelle: And it really allows you to create a much better level of know, like and trust factor, that emotional rapport. People get a three dimensional experience with you where they hear your voice, they see your nonverbal communication. So it’s a much more dimensional way of communicating than text alone. And then for those of you who are, you know, really driven by data, it’s good to know that 500 million people right now are watching video on almost a daily basis. And the Wharton Business School did a study that showed that people are 72% likelier to buy your product or service when video is used, and video used on social media increases engagement by as much as 1200% so it’s pretty powerful.
Ray: So you’re saying 500 million people are watching me right now? I´m just kidding.
Ray: No, I could tell you just from experience and that’s why I got you on is that things completely changed when I started making it a habit. Not always daily like it probably should be. But putting out there on video, putting out videos is I just feel people talk to you different. Even when they reply to my email list, emails, broadcasts, you know, they’re responding back like they’re a friend and that’s what I want of course too. And that’s because they feel closer connection by seeing me, I assume.
Michelle: Yeah, definitely. There’s no replacement.
Ray: So, what types of videos are we talking about? What should people be creating to grow their audience for their authority book?
Michelle: That’s great questions. So, you really want to be building your audience well before the book comes out because by the time you roll out that book, you already want to have an audience that knows you, likes you, trusts, and hopefully it’s been anxiously anticipating on waiting for this book. You don’t ideally want to have a cold audience. It’s going to make your sales a much higher, steeper hill to climb. And so there’s, when you think about any type of marketing funnel, there’s three phases.
There’s Attraction. When people just find out about you, they don’t know you yet. And the goal with videos in that phase is really short, digestible videos that will hook your audience quickly and get their attention and there are specific videos for that, which we’ll dive into in a minute. The second stage of the funnel is Engagement, where now they’re in your pipeline.
Michelle: They’re either on your list, they’re following you on social media, or they’re in your social group. And now you can do a little bit of longer form content because they know who you are, you’ve already gotten their curiosity and they’re gonna want to watch. And then the third phase is Client Conversion, where now it’s time to put an offer in front of them. So this is where you’re talking about any type of video that will enroll them in your offer, which in your case is getting them to buy your book. So, let’s start with client attraction videos and the best place to get started with that.
So I would say at least 90 days before your book comes out. And that’s the minimum. If you can start this process while you’re writing the book, even better. You want to look at your book and I’m thinking for this specifically nonfiction authors and you want to look at all the different words of wisdom, golden nuggets, tips, strep outages that illustrate a key message that you want to share and pull out from your book. I would just go chapter by chapter and pull out from your book little nuggets that would create interesting one to two minute videos. And so Ray, let’s give me a topic that you may have written a book about in the past. I’m putting you on the spot.
Ray: My books are all about writing books, but I can tell you something on top of my mind that I need a video on right now, is putting links in books. Here’s what I want to do: is create a, quick training on look, if you put these long links or Dropbox links in your book, one, you can’t change them later if somebody bought your book and you need to change it. And so I want it teach about link shorteners. There’s link shorteners that can fire a pixel. So anyway, I want to do a training on that. What´s the best way to do that?
Michelle: Let’s say that’s one of the chapters of this book. Ray might pull out one specific tip in that regard, which is use Bentley links and share why, and then what he can do. This is what I recommend when you’re still writing your book, have a preview chapter that people can go to download. And so every golden nugget video you make is designed to drive them to that preview chapter that they can go and download. And so if you have a few different content buckets, like let’s say I write a book on how to create a high converting video platform and there’s three major sections of my book. There’s going on camera, there’s writing great content and there’s launching your video. I might choose to have three different preview chapters, one relating to go any on camera, another to writing great content and another launch great videos.
Michelle: So that at the end of any golden nugget I share relating to that specific bucket, I can drive them a preview chapter that takes a deeper dive that way. Let’s say I do a golden nugget video on the number one thing you should do before you turn on any video camera. And let’s say the tip is all about warming up. At the end of the video I can say: Hey, I’m about to roll out my book, how to create high converting videos on a budget or you know, some title like that. And then I’ll say: I have a preview chapter where I go a lot deeper into, my on-camera tips. You can download that here. So you can either have one preview chapter they can download or if that one preview chapter is not a good one to use for all your different golden nuggets, then you can do a couple of them. But basically you want to be dripping out these little bits that get them interested in the book and get them to opt-in for that free chapter and get them on your pre-launch list. That’s the goal of those attraction videos to attract them with some great content nuggets that get them into your pipeline.
Ray: And how long should those videos be?
Michelle: That’s a great question. So ideally just one to two minutes. So there’s been a lot of studies that have shown on Facebook that after the minute mark people start dropping out. The advantage of keeping them to a minute is you can also use them in your Instagram feed and you can use them in your Instagram stories, with your feed. If your videos are longer than a minute, you can go on Instagram TV and it will post. You can opt to have the first minute of that video show up in your feed. So don’t worry if it’s two minutes long, but as if you can get them down to a minute, that would be ideal.
And remember, you’re not giving away the farm, you’re just giving them enough to get interested in taking the next step with you. Okay? Yeah. And ideally you’d be dripping out at least one or two of these a week. If you really want to go to town, you could even do three. And if you plan ahead what all your golden nuggets are going to be, you can shoot them all in a batch, you know? So if these are one minute videos, you might be able to schedule a half day and just knock out 20 of them if you’re, if you’re fast on camera or even 10.
Ray: So for 90 days we are talking about 12 weeks approximately, or I guess that’s 13 weeks. If t’s a quarter and then, three a week. So 36 to 39 videos, one to two minutes each, basically 36 to 72 minutes of shooting, of actual recording time. So, what type of videos do you recommend for the next step where you’re engaging people now you’ve attracted them, maybe they had gone and checked the chapter out. Maybe they’ve opted-in, you know, what am I doing next?
Michelle: Okay, so now you can take, if you’ve done a content calendar with all your different nuggets, right? So these are the three golden nuggets I’m focusing on, or three tips, three strategies. Golden nuggets can be comprised of many things. Remember tips, strategies, stories that have key takeaways. Now with the engagement phase, you can go longer on them. You can take a deeper dive into any one of these topics. So that could be a three to five minute video. It could be a 15 minute Facebook live or YouTube live, or your broadcast to both. Or it could be a deep dive interview with you on that specific topic where someone else interviews you and you share about that topic. And that interview can be anywhere from a half hour to 45 minutes. So now you’re taking those nuggets but you’re just doing a much deeper dive.
Michelle: So maybe instead of one strategy, you can actually share three. Maybe you can share the equivalent of what you would cover in half of a chapter. So you can just go a lot deeper with the engagement videos though you do want to remember to always have that call to action at the end where they can either opt-in for your free preview chapter or if you’re getting close to the book launch, they can perhaps opt-in to be on your, you know, first notification, early access list for the book. So expert interviews are another bucket that we just mentioned longer form golden nuggets.
And then also another thing that’s really great to do are behind the scenes videos. So I’ve seen a lot of authors do this where if their graphic designer deliver some cover art to them, they might actually print it out and hold it up on camera and ask people like: “Hey, I’m so excited! I just thought my cover art for my book that’s coming out next month. I would love it if you would vote or let me know which one you like!” and just start involving your audience in your process.
Let’s say you’re about to sit down and write a chapter. You can talk, you know, to your audience about what you’re going to be working on today and what, that’s why. And that’s important. And so you just, you can really involve them in every phase. So people, a lot of times think, “oh, what am I behind the scenes is going to be so boring”. But it might be boring to you because it’s your everyday life. It may not be boring to someone else.
Ray: I suffer from it. It’s like, who’s going to want to know?
Michelle: Totally. Totally. It’s kind of like a healthy humility on social media, but then you know, it’s like, am I so self-important that I’m going to post about, you know, but I really think that it’s actually a gift to your audience because there may be some people that really are excited to know about your book and maybe that book is going really help them.
Michelle: And, and another thing you can do, if you’re about to even go on camera and do an interview with somebody else, you can pop on and do a quick video. “Hey, I’m really excited. I’m about to interview with Ray Brehm and these are the three things I’m going to be covering. And the video goes live on Tuesdays to make sure you go over to his business page and check it out!” So you can always do little traffic driving videos to other places where people can see longer form content with you. The whole goal of these behind the scene videos is to get them excited about the book that’s coming.
Ray: Okay. Couple of questions. One is if someone’s just starting out, they don’t have an audience… these videos, are we talking about usually doing them via paid ads or are we just Facebook live being on our business page, or personal profile?
Michelle: That is a great question. So all of the above. So if you can, you’d be surprised if you can boost your videos that you’re putting out there for as much as like, as little as $10 a week or a couple of dollars a day, you would be shocked at how many more views you’re going to get. So you could boost it either to a specific target audience, and this is something where you’d want to consult with somebody who specializes in Facebook groups or you can boost it if you already have a robust following on your business page, you can boost it to people who already like your page. And, and if you do have a robust following, I think that’s a really good place to start. You can also upload your email list and create a custom audience. You can also create a look alike audience that’s getting us more into the weeds of Facebook ads.
Michelle: But basically you’d be surprised at how many people will see it at a very micro budget. I did an interview on my Facebook business page, boost it for a week for $20 and it got 3000 engagements and I think 254 play throughs from the beginning to the end, and it was a long interview. It was about 45 minutes. So you know, if I was doing that every week, imagine by the end of the month I’d have 12,000 engagements with my video.
So checklist. Really, I know you’re about to see the checklist I would give you, it’d be the Facebook page, boosting it on your Facebook page, putting it in your Facebook groups that you run. You don’t want to be putting it in other people’s scripts unless you have permission. And I’m getting it out there on your LinkedIn getting even, I would even choose to have your best each week and getting it out to your existing list. Especially if you’re an entrepreneur who already has a list that this content will be right for.
Ray: Okay, that’s great. It’s great because… well, the second part of my question, I forgot. No, I do know what it is now. I’m just kidding. I do know what it is, but I love, because interestingly this is where I think a lot of people that I talk to are coming from is like, well I don’t know who’s going to read my book. I don’t have anybody, you know, asides from, you know, many hundred friends I’ve got. And just the boosting post or the just running some simple ads that helps. Now the second half of that question was: When you get to these engagement videos that are longer, you know, interviews, things like that. Are you running those ads too? Or is that now just kind of on my platform?
Michelle: Yeah, that’s a great question. So you can still do those. So going back to that long form interview I did with Tanya to target on speaking that we boosted those that video too to those who already liked my page. And that’s a long form engagement video and that’s the one that did so well. They, you know, got 254 play views and so yeah, you can definitely boost the long form videos, the engagement videos, especially if you’re boosting them to people who already like your page. They’re a warm audience already. If you’re boosting though to people that do not know you yet, I would start with boosting the shorter videos, the one minute, the two minutes, because it’s easier to get a micro-commitment on that. And then you can, you gotta test everything. You can try testing out the three to five minutes if those aren’t doing as well.
Michelle: Stick with the one to two minutes. But then those who watch for at least a minute, you can then retarget reboost to them. The longer ones. So this is like a, technique used a lot with marketers where you’re retargeting the people that watched your video for your first video, you know, for at least a minute you’ll retarget them with the longer from content. And there is one thing that I want to say cause you mentioned a couple of times the challenge of not having an audience you yet, this is where getting on other people’s platforms who do have an audience that is your ideal client is the best way to go. What I recommend people do is put together what they call their Dream 100 list. Now it doesn’t need to be literally a hundred people. It can be 20 people, it can be 15 it can be 25 but put together a list of people.
Michelle: I like to start with a warm list, people that I already know through my community, through mastermind groups I’ve been in through coaching programs, I’m in who also served the same audit. And so like you and I have a very similar avatar. And for a person that has an audience like I do, enrage does. We’re always looking for valuable content you can put in front of our people that extends beyond our own content. So for example, my people want to know how to build an authority building book. And so it’s about the people where you could add value for their audience and if they have a following and they’re willing to interview you and put it up on their platform, now you’re getting exposure to more people. Just be sure that at the end of that interview you do have some type of call to action, like an opt-in to get on your, early notification list for the book or a preview chapter, which I think would do really well. So that you’re capturing the leads who watch that video.
Ray: Yeah, that’s been great for me. The Dream 100. And of course this is what we’re doing right now. It’s exactly that you’re providing great content for people to watch, that know me. So what happens next? So we’ve, engaged, now the book is launching and we’re kind of in the conversion stage of the funnel. What type of video content should be people be putting out there now?
Michelle: Yeah, great question. So, sorry, can I circle back for one moment about the expert interviews for the expert interviews? Make sure it always ties into your book. Pick one specific asks, reflect about the book to deep dive into so that you can say, you know, there’s a lot more I cover about this in my book. You know, so make sure obviously that it relates to your book, but I just want to make sure that was clear. Going back to the final phase, the Conversion phase. One thing that you can do, and again this is all about getting you as much exposure as possible, is if you do have friends that have a big audience or any influencers that you know that have an audience that’s right for your book, ask if they will review your book, ask them if you know, tell them you’ll give them the book.
Michelle: If they, you can even recommend which key chapters they should read so they don’t have to read the whole thing and ask if they were make a one to two minute video just giving their input on what they thought of the book. Of course these are going to be people you probably already have a relationship with because reading a book is a big time commitment, but you know, people in your mastermind, close Friends, is anybody that has any type of audience. It would be great to get a review. And here’s the thing, even if they don’t have a great audience, still get a review for many. One who’s willing because if they say great things about your book, those are videos that you can edit and leverage and post and really use as social proof that your book is amazing. So book review videos are one type of video.
Michelle: I would keep them short, keep them to like one to three minutes. You don’t want to go crazy on it. Also one thing that can be really great is a promo video that positions the value of the book. So this is when the book is now available. You want to be able to talk about what people will walk away with, what are the benefits and transformations they’ll get out of reading it. What’s unique? You know, what makes it different? Make sure that you share some type of hook that makes it stand out from the other books out there. Have a similar topic. Then most importantly, tell them where they can go and get a copy. Now if you’ve gotten other people to review your book and to talk about the book and to give you some amazing soundbites, you can edit into 10 to 22nd one liners of what other people said on camera.
And if the quality of other people’s videos is not great, you can always share their soundbites. You ever see those reviews on television where there’s a black screen and the white words come flashing up? You can share them as text on the screen, you know, one or two liners that other people set. Yeah.
Ray: That’s good advice because you get different quality from people when you’re asking for reviews. And it’s always like, can I just not, I just can’t use this cause it doesn’t look good. But that’s a great idea.
Michelle: Yeah. And if other people are going to film testimonials, just give them a few tips. Like: Hey, it’d be best if your camera’s horizontal. Make sure that you’re well lit. Try to get you know, a lamp in front of you so you have some light. Make sure your sound is good. I mean these things are very basic, but you’d be surprised how many people don’t do any of those things. And so just giving them a few different tips. You can also offer to interview them on Zoom and if you have your Zoom in speaker view, then you can kind of guide them and make sure they look okay and they look right. You can ask them questions that they answer and then you can get that Zoom video edited so that you’re cut out of it and you just take the best of their soundbites. So that’s a really great way to get a video from other people.
And one last thing is to continue to do those interviews. Especially when your book is like available, you want to set up almost like an a small interview tour where you can get on as many people’s platforms as possible. Speaking about the book, you want to make it easy for the person interviewing you by pre-writing, some interview questions that they can ask you about the book, where you’re sharing your best takeaways and try to keep those interviews to about 30 to 40 minutes tops.
Ray: So for you, in your case, because I know for me in my head and maybe it’s just me, but I’ve got to think other people´s thinking is like, okay that seems like a lot of work. Do you have, how do you do that? You’ve got a content schedule or, you know, an outreach schedule where you’re getting the promos, you’re getting the interviews you’re getting, you know, you’re scheduling the golden nugget. That is, how do you organize all that?
Michelle: I love that question. That’s a great question. So, this is how I would start. I would start with, what I do is I do an Excel spreadsheet, and remember how I mentioned the golden nuggets? I would put down some columns that are the different categories of golden nuggets. So one category, especially if you’re a nonfiction writer, are golden nuggets that address people’s greatest challenges. Another category could be golden nuggets, and golden nuggets is just another word for key takeaways that address any of the false beliefs. They’re right. So for example, my clients have the false belief that video doesn’t have to be expensive, right? So I can miss PBIS that right away by showing them how they can set up a DIY studio for $200 or less if they’re going to shoot on their smartphone. So you want to think about all the false beliefs that you need to bust through.
Michelle: Then another category can be stories that show a key takeaway, and they can be your stories, client stories, or even stories in the public domain, right? So if I wanted to tell the story around a chapter I have on do your video now, don’t wait. Don’t wait until you’re perfect. Don’t wait till you’ve lost 10 pounds. Don’t wait till your pros FICO away. And then I could first start off with the story of Oprah Winfrey who back in the 80s chose not to wait. She chose to move forward despite her weight. Despite that she didn’t fit the American stereotype of what a woman on camera should look like back then. She didn’t wait. And what if she had waited? Imagine what we all would have missed out on and what she would have missed out on. So you can take stories in the public domain that illustrate a key point from your book and share those stories and then pivot to the takeaway.
Michelle: So you have all these content categories you want to do brain, just a brained up for each of those categories. And what I recommend is you can either do them by category, like let me think about all the key challenges, my book addresses. And then let me think of all the key stories I can pull out from the book. Or you can just go through chapter by chapter and start filling in your spreadsheet of every golden nugget you can find. So the name of the nugget, what page it’s on, and what would be a good title for that video. And you fill out that spreadsheet. So if you’ve done your brainstorming well, you should be able to come up with about 20 to 30 topics. And if you’re going to put out two topics a week, you’ll probably have 10 weeks of video, three topics a week, you know, so that’s going to give you a start.
Michelle: Now for your interviews. I recommend starting with a warm audience. Start with the people you know. Right. So like Ray, we know each other through Jeff Walker’s launch club. It’s a lot harder to get an interview with, somebody who’s really well known has a popular podcast. Unless you’ve got a book that has such a unique story, such a unique hook. Right? So you want to start with what’s going to be an easy yes. And as you’re building your interview skills, it’s also a real safe place to start. You don’t want to get an interview with Brendon Burchard and then you know, stutter all over on camera. Right? So start within your community. Who do you know who even find out if any of your coaches, coaches or mentors would be willing to interview you. And so that’s where you would start.
Michelle: And then what I just do systematically is I’ll go through maybe five at a time and I’ll schedule a time where I’m going to reach out to all five and you know, five a day and I’ll say: Hey, – in the case of your audience – I have this awesome book coming out. It’s going to be about X, Y, Z. Tell them why you think it would benefit their audience. And tell them that your intention, you thought it would be great if you could provide some valuable content for their audience that they could use to nurture their list and their Facebook group and their community. And would would they be open to chatting about the possibility of you’re doing an interview with them on their platform and then either they’ll say, yes, I’m interested, or no, I’m not. But then say if you’re interested, I’d be happy to hop on the phone to discuss.
And then on that call you’ll schedule a time and you’ll send them some interview questions in advance and you’re on your way. So don’t be afraid to reach out. A lot of people will be happy to do it because it solves a problem for them. You know, a lot of entrepreneurs, they want to be putting out content on a weekly basis. You just solved one of their challenges, which is what content am I going to put out next week?
Ray: So that’s, yeah. One of the things, and I’ve heard you mentioned a few times in a court and we’ve talked even offline about this, but live video, why is live video important for growing your audience or creating authority or making more sales of a book?
Michelle: Yeah, I think live video has this unique quality to it where it’s very immediate. Your audience is right there. They can ask you questions. People get notified when somebody live and so it’s going to show up a lot more easily in their notifications and in the algorithms than if you just did prerecorded. It also really lefts lets you off the hook if you tend to suffer from perfectionism paralysis because you’re live, you can’t redo it. So it really forces you into a situation where the time is now you’re on and you just do the best you can. And the audience is a little bit forgiving too when there are little flubs or technical problems cause they know that it’s live. So it really gives you this awesome immediate interaction with your audience.
And what’s great is you can take questions at the end, you can comment back to them. And I think Facebook live is a great vehicle to use. Instagram live is good. I think you get a bit less exposure with Instagram live. I find I get more exposure with Facebook live because I can boost it and pay for more people to see it. A YouTube live is something you can experiment with. And Ray, I know you use a platform called Restream. Io that allows you to broadcast live to 10 channels at once, right? 10 different places.
Ray: Yeah. It’s pretty powerful because I can stream not only to one platform like Facebook. I can stream both to YouTube and Facebook into my Facebook page, my personal profile, into my groups that I own. I can stream to all of them at once. So that’s, helpful. And you know, of course Facebook for sure is we’ll show the live video and kind of draw attention to it and let people know your live a lot more than just posting a video. But I like what you said because this for me is, you know, it’s all about, okay, what’s the time commitment? You know, I mentioned it before with the outreach and oh my Gosh!, that sounds like a lot of work. And why I liked live video is that one, there is the forgiveness.
So it’s like, Hey, I screwed up. I should’ve said this and I just say it online. Right. But too, I don’t have to prepare, I don’t have to video and then edit because that’s the piece that’s kind of stops me. Even just from the publishing standpoint, if we go back to the attraction or engagement videos, if I get bogged down like, well I need to put the intro video on or I need to put the other, you know, the trailer, you know, the departure trailer on or whatever you call it. Well let’s just, okay that’s going to take couple hours. I’ll do that later. But if I can just jump on and say what’s on my mind and you know, there’s a little bit of thought behind it but you know, you can have a quick outline for that then. That helps a lot.
Michelle: I agree. And every single video I’ve talked about so far, you can opt to do all of those live, your golden nugget videos. You’re behind the scenes videos, your expert interviews, even your promo video if you want. Although that might be the one video you may want to do prerecorded just so you can really make sure you nail the content exactly as you’d like it. Because that’s really a sales and marketing video. But the one thing I want to say also about the live that is really cool is that if you do a live that went really well, you can download that live and upload it to a YouTube link and share it with your list. Or if it lives on your business page, you can just share the link directly to the live with your list so you can really take that live and repurpose it on other platforms. Another thing you can do too, especially with any of your long form interviews, is you can do what I call nugget hearing, where you slice and dice some of the best nuggets out of there, like one minute nuggets, five minute nuggets, three minute nuggets, and you can drip those out on social media. So it’s all about leveraging those pieces of content and repurposing them as much as possible.
Ray: Well, I just wanted to let know that, while you were talking reserved nuggetteering.com if you want it, you can pay me a royalty. Yeah.
Michelle: You know what? It’s Erico, from Jeff Walker’s community who created that. I can’t take credit for that.
Ray: He came up with “nuggetteering” name?
Michelle: “Nuggetteering”. He’s out of Brazil. He’s a brilliant marketer. He has Product Launch Formula licensed in Brazil and he hires “nuggetteers”. So these are editors that he finds on Craigslist. He auditions them by saying, I’m going to give you this one piece of content. I want you to cut for me five great nuggets and any pays them, you know, for their audition. And based on that, he chooses the best “nuggetteers” so that he does not have to spend a lot of time telling them what the best nuggets are. Brilliant, right.
Ray: That’s great. I know, and the term “nuggetteers”. So if you’ve got your strategy in place, you know, we’ve gone through the three types of videos. What’s the best way to launch your videos? So they are seen by the most amount of people.
Michelle: Yeah, it’s a great question. So one big mistake people make talk about repurposing, is they’ll post on maybe one platform or two and that’s it. And I like to say there’s 10 different places you can be posting that one video. Now you don’t have to do all 10 but the more places you put that video, the more eyes that have the potential to see that video. And it starts to feel like you’re a big brand. That’s everywhere.
So these are the 10 places that I recommend. If you were to make a checklist: on your Facebook business page, in any Facebook group that you run, in your Instagram feed. And remember, if it’s a longer than a minute, you’ll need to post on Instagram TV, in your Instagram stories, on YouTube, on LinkedIn, on your blog, and then send the best of your one or two weekly videos to your list. And then if it’s a great interview, extract the audio and put it up on your podcast if you have one.
Ray: This is. I’m marking this down! This is a great interview! It’s going on my podcast!
Michelle: Thank you!
Ray: So one of the things you’ve talked about, and I haven’t really asked you directly, is you’ve talked about something called a Visible Impact System. Tell me more about that.
Michelle: Yeah, definitely. And so, if you’re an entrepreneur that’s written a nonfiction book, I would think it could be because of a legacy, but it could also be to build your authority and to build your credibility as an expert and to be seen and more known and respected by even more people. And so I would imagine unless you’re wanting to make a living as a bestselling author, that it’s also a vehicle so that people will find out more about your products and services. So video is a great, doing a book is a great way to get the word out there of who you are and what you do. Video is a great way of getting the word about the book out there, but also the word about your services out there and speaking is an amazing way to reach an audience and have them turn from cold to warm super quickly because they’re right there in the room with you.
Michelle: So what is the Visible Impact System, it’s a combination of speaking from stage and speaking on camera, selling from stage and selling from video, building your audience on stage and building your audience on video and bringing those two together because we’ve found my business partner and I, Tanya Targett -she’s the speaking expert. I’m the video expert-. We did an analysis of some of the biggest people who have the biggest businesses in the service based entrepreneur community like Jeff Walker and Brendon Burchard.
And 80% of their sales come from these live events they do where they’re speaking on stage and they’re selling people into these high level masterminds or high tier coaching packages. And only 20% of their sales are coming from their products, their books or their digital courses that they’re selling through online launches. And so, if you really want to build that robust six multi-six seven figure business, the winning combination of video and speaking are two of the best ways to do that. You can really close those higher tech, higher ticket sales through speaking and once you have a book that’s also going to help get you booked to speak, which I think is interviewing with you about soon Ray. Right?
Ray: Okay. I believe so. Yeah. I don’t have my calendar in front of me, but yeah, that’s my own personal problem… I don’t have it all in my head. What’s the best way for people to learn about that?
Michelle: Definitely. And so, we are going to do this free online training where we’re going to walk you through how to create your speak to sell and your video to sell funnel and then how to use the two of them together to actually grow your audience and your sales very quickly. So Ray will be posting the link either above or below this video. And if for any reason you can’t make the free online training and you just want to connect with me personally and see how you might be able to use these strategies in your business, you can reach out to me at: firstname.lastname@example.org
Ray: That sounds awesome. I need to take a quick break because my head is about to explode. That’s an old Chris Farley joke. He was trying to learn the alphabet and they got to be in these like stop. You’re on my head to explode. But anyway, cause this is great stuff. So cause look, most of the people that are watching, at least from my audience, they’re like, hey! I’m just trying to break in or I’ve got a book. I’ve got some entrepreneurs coming in that need a book of course, but the combination of having that book and then the actual ability to reach out and get speaking gigs in the book helps with that.
And the speaking helps with the book. And those both help with the selling from stage a. That’s I that should be of interest everybody. And the one thing I, maybe you can tell me your experience with this, but I, one thing I think is it same goes for books and then it’s, if you start thinking like, okay, I’m working on my book, but that’s speaking thing, that’s five years, 10 years down the road, it shouldn’t be based on your Oprah example, right? People can get there quicker if they just have the knowledge of how to get there.
Michelle: And one thing that’s really good to know is that you can do a lot of sales of a very small room. One of my clients was doing a lot of launches online and he was like, you know what? I want to do a one day event taking the best of the program I’m launching. And just teaching this to a live group and then having an offer at the end where he takes them through a 12 week program. And he had only 13 people in the room. And Tanya, my business partner, coached him on some speak to sell strategies, how to, how to position the offer, how to make the offer, how to close them in the room.
And he closed 40% of the room and made $12,500. And this was a room of only 13 people that he filled just by calling his warm audience and letting them know he was doing a one day event, which was I think like a a $97 investment. So you don’t have to speak on huge stages in order to generate revenues and you can also speak in other people’s meetup groups, in other people’s, you know, masterminds. And actually as long as you present a way to continue the conversation with you at the end of that talk, you can parlay that into sales as well.
Ray: You know? Yeah, I recall. Because I think the thought is like, I don’t want to speak to a small eye, you know, how do I get from zero to this thousand people crowd yet, you know, every time I’ve seen Brendon Burchard present, he’s showing that very first room where he had like three round tables of people. And that was his very first event. And he shows the pictures of that and everybody starts where they are and moves forward. And the quickest way to do that is get help, you know, and the pieces of that you don’t understand. And that’s what we’re about. So awesome.
Michelle, I’m pumped. This is great information and we will put the link above, below, to the sides, behind… We’ll probably not behind the video, but if you want to check out the free online training, what’s the name of the training?
Michelle: It’s: How to close up to 400% more clients, by the power of video and speaking.Ray: I knew that, but I didn’t want to have to say it again. You’re better at say that to me. So with that, we’re going to say goodbye everybody. Thank you so much, and thanks for joining the Revolution and let’s get those videos going. Let’s just swamp Facebook with all our author videos and get moving everybody. So thanks Michelle and we’ll talk to everybody soon.