1 00:00:02,010 --> 00:00:04,560 Gift biz unwrapped episode 33. 2 00:00:05,120 --> 00:00:06,620 You don't have to have a camera. 3 00:00:06,800 --> 00:00:08,330 You don't have to ever touch a computer. 4 00:00:08,630 --> 00:00:10,580 You don't even have to be in front of a camera 5 00:00:10,580 --> 00:00:11,300 if you don't want to be. 6 00:00:11,840 --> 00:00:13,310 Hi, This is John Lee, 7 00:00:13,310 --> 00:00:15,470 Dumas of entrepreneur on fire, 8 00:00:15,470 --> 00:00:18,020 and you're listening to the gifted biz unwrapped, 9 00:00:18,020 --> 00:00:20,870 and now it's time to light it up. 10 00:00:22,370 --> 00:00:23,690 Welcome to gift biz, 11 00:00:23,690 --> 00:00:28,130 unwrapped your source for industry specific insights and advice to develop 12 00:00:28,160 --> 00:00:29,450 and grow your business. 13 00:00:29,810 --> 00:00:31,280 And now here's your host, 14 00:00:31,430 --> 00:00:39,380 Sue Monheit and welcome Unwrapped podcast. 15 00:00:39,770 --> 00:00:42,590 Whether you own a brick and mortar shop sell online or 16 00:00:42,590 --> 00:00:43,940 are just getting started, 17 00:00:44,210 --> 00:00:48,020 you'll discover new insight to gain traction and to grow your 18 00:00:48,020 --> 00:00:51,560 business. And today I am thrilled to have joining us. 19 00:00:51,650 --> 00:00:55,040 Alfred por of desktop of wings incorporated. 20 00:00:55,760 --> 00:00:58,640 Alfred has been a solopreneur for more than 30 years and 21 00:00:58,640 --> 00:01:02,960 has a particular interest in effective marketing strategies for very small 22 00:01:02,960 --> 00:01:06,650 businesses. He's a graduate of Harvard and has built his career 23 00:01:06,650 --> 00:01:10,880 on explaining complex concepts to people in ways that they can 24 00:01:10,880 --> 00:01:12,470 put to practical use. 25 00:01:12,980 --> 00:01:15,950 Alfred is a full-time professional speaker and writer, 26 00:01:16,040 --> 00:01:19,460 and is author or co-author of more than a dozen books, 27 00:01:19,490 --> 00:01:22,250 including power marketing for small business, 28 00:01:22,340 --> 00:01:25,640 how you can boost sales with low cost video. 29 00:01:25,940 --> 00:01:27,860 And that is one of the reasons why I wanted to 30 00:01:27,860 --> 00:01:28,880 have him on today. 31 00:01:28,880 --> 00:01:30,980 And we're going to get into a lot about that. 32 00:01:30,980 --> 00:01:33,830 So stay tuned on the personal side, 33 00:01:33,860 --> 00:01:37,910 Alfred is a sailor and a musician playing mandolin in a 34 00:01:37,910 --> 00:01:39,170 bluegrass band. 35 00:01:39,230 --> 00:01:42,080 That sounds incredibly interesting. 36 00:01:42,350 --> 00:01:43,220 Welcome to the show, 37 00:01:43,220 --> 00:01:44,630 Alfred, thank you so much. 38 00:01:44,630 --> 00:01:45,800 So I'm glad to be here. 39 00:01:46,280 --> 00:01:48,950 Is there anything you'd like to add or expand on, 40 00:01:48,950 --> 00:01:54,410 particularly with the plane mandolin People who've known me for a 41 00:01:54,410 --> 00:01:55,010 long time, 42 00:01:55,010 --> 00:01:57,890 10, 20 years keep discovering new things about me. 43 00:01:58,130 --> 00:02:00,320 So it's always a challenge for me to write a bio. 44 00:02:00,470 --> 00:02:03,110 So do you Always see it with new things each time? 45 00:02:03,470 --> 00:02:04,100 Not always, 46 00:02:04,100 --> 00:02:05,810 But things slowly rise to the top, 47 00:02:05,810 --> 00:02:08,390 depending on the situation I acted on the same stage as 48 00:02:08,390 --> 00:02:08,900 bill hurt. 49 00:02:08,960 --> 00:02:10,460 Oh, a long time ago. 50 00:02:10,460 --> 00:02:11,330 Yeah. Like I said, 51 00:02:11,510 --> 00:02:13,910 there's all kinds of interesting things that I've managed to do 52 00:02:13,910 --> 00:02:16,100 over the years and had a lot of fun doing them. 53 00:02:16,400 --> 00:02:18,590 Wonderful. And so I just have to know, 54 00:02:18,590 --> 00:02:20,960 do you have a lot of content left to reveal down 55 00:02:20,960 --> 00:02:21,350 the road? 56 00:02:21,500 --> 00:02:23,810 I, I Don't put it all out at once, 57 00:02:24,980 --> 00:02:26,430 So we're going to have to keep following you so, 58 00:02:26,490 --> 00:02:27,800 so we can see as, 59 00:02:27,830 --> 00:02:28,790 as time goes on. 60 00:02:29,660 --> 00:02:31,370 Yeah. Buy me a beer and I'll share a few of 61 00:02:31,370 --> 00:02:31,700 them. Oh, 62 00:02:31,700 --> 00:02:32,420 There you go. 63 00:02:32,450 --> 00:02:32,750 All right. 64 00:02:32,750 --> 00:02:33,740 Well, that's easy enough. 65 00:02:34,190 --> 00:02:35,330 As our listeners know, 66 00:02:35,360 --> 00:02:38,660 we like to align the conversation around the life of your 67 00:02:38,660 --> 00:02:39,830 motivational candle. 68 00:02:40,040 --> 00:02:42,740 The light shines on you while you share your stories and 69 00:02:42,740 --> 00:02:44,660 experiences. And in this case, 70 00:02:44,660 --> 00:02:48,200 you're going to be sharing all about video and low cost 71 00:02:48,200 --> 00:02:49,130 video at that. 72 00:02:49,520 --> 00:02:50,180 So Alfred, 73 00:02:50,180 --> 00:02:51,080 are you ready to light it up? 74 00:02:51,380 --> 00:02:54,140 The pilots say I kicked the tires and lit the fires. 75 00:02:54,140 --> 00:02:54,650 So let's go. 76 00:02:55,160 --> 00:02:57,890 Alrighty. So guess what? 77 00:02:58,130 --> 00:03:02,320 You are a gig with your mandolin in the bluegrass band 78 00:03:02,380 --> 00:03:05,530 and the venue has candles all around. 79 00:03:05,590 --> 00:03:08,440 There's just one candle that catches your eye that you really 80 00:03:08,440 --> 00:03:10,930 like. What color is that candle? 81 00:03:11,290 --> 00:03:13,090 It's a sky blue candle. 82 00:03:13,570 --> 00:03:15,310 And what is it about sky blue? 83 00:03:16,260 --> 00:03:16,740 To me, 84 00:03:16,740 --> 00:03:19,860 it's one of the things about blue is it's sincere. 85 00:03:20,640 --> 00:03:21,780 It's a natural color, 86 00:03:22,170 --> 00:03:22,830 light blue, 87 00:03:22,830 --> 00:03:24,030 as opposed to a dark blue, 88 00:03:24,210 --> 00:03:26,850 I think is more accessible and more engaging and, 89 00:03:26,910 --> 00:03:27,960 and more personal, 90 00:03:28,320 --> 00:03:30,750 which I think are some of the traits about myself that 91 00:03:30,810 --> 00:03:32,580 I like to believe are part of my strengths. 92 00:03:32,910 --> 00:03:36,660 Wonderful. And if there was a motivational quote on that candle 93 00:03:36,660 --> 00:03:38,190 that really resonated with you, 94 00:03:38,220 --> 00:03:39,300 what would that be? 95 00:03:39,630 --> 00:03:42,300 It's a quote from Peter Drucker that I take to heart 96 00:03:42,330 --> 00:03:43,680 in many settings, 97 00:03:43,770 --> 00:03:46,320 Peter Drucker said efficiency is doing things right, 98 00:03:47,190 --> 00:03:49,260 but effectiveness is doing the right things. 99 00:03:50,400 --> 00:03:51,630 And how do you apply that? 100 00:03:51,900 --> 00:03:52,950 I'm very good at, 101 00:03:54,120 --> 00:03:54,720 in my career. 102 00:03:54,720 --> 00:03:56,310 I've been good at doing the wrong things, 103 00:03:56,400 --> 00:03:57,390 coming up with products. 104 00:03:57,840 --> 00:03:59,520 One of my favorite mistakes is to come up with a 105 00:03:59,520 --> 00:04:02,850 product that I think people need and not necessarily the product 106 00:04:02,850 --> 00:04:04,080 that people want. 107 00:04:04,800 --> 00:04:05,820 And you know, 108 00:04:05,820 --> 00:04:06,030 it's a, 109 00:04:06,030 --> 00:04:06,600 it's a problem. 110 00:04:06,600 --> 00:04:07,290 That's common. 111 00:04:07,290 --> 00:04:08,130 A lot of people have it. 112 00:04:08,140 --> 00:04:08,550 And for me, 113 00:04:08,550 --> 00:04:09,930 it's an easy one for me to repeat. 114 00:04:09,930 --> 00:04:10,950 So I struggle with that, 115 00:04:10,980 --> 00:04:13,170 but I think that's part of what Drucker's messages, 116 00:04:13,290 --> 00:04:14,940 just working harder on the wrong things. 117 00:04:14,940 --> 00:04:16,020 Isn't going to bring success, 118 00:04:16,050 --> 00:04:17,840 right? If you work on the right things, 119 00:04:17,970 --> 00:04:19,410 yeah. You can be as efficient as you want, 120 00:04:19,410 --> 00:04:21,000 but if you're being efficient at something, 121 00:04:21,000 --> 00:04:23,010 that's not going to bring your result. 122 00:04:23,100 --> 00:04:24,420 What good is it in the first Place? 123 00:04:24,630 --> 00:04:26,100 It can feel like you're working hard, 124 00:04:26,220 --> 00:04:27,120 which can feel good, 125 00:04:27,150 --> 00:04:29,790 but you're not going to make progress until you sit down 126 00:04:29,790 --> 00:04:31,050 and answer the hard questions about, 127 00:04:31,050 --> 00:04:31,230 you know, 128 00:04:31,230 --> 00:04:33,600 what what's really important and what are the things that need 129 00:04:33,600 --> 00:04:34,080 to be done. 130 00:04:34,920 --> 00:04:35,940 Right. Exactly. 131 00:04:36,510 --> 00:04:37,050 All right. 132 00:04:37,710 --> 00:04:42,150 You talk a lot about online video being the most powerful 133 00:04:42,150 --> 00:04:45,360 and cost-effective solution that someone can use. 134 00:04:45,480 --> 00:04:48,240 Why do you say that I've been a solopreneur for 30 135 00:04:48,240 --> 00:04:51,690 years, freelance writer and a speaker and book publisher. 136 00:04:51,690 --> 00:04:52,780 And so I, 137 00:04:52,780 --> 00:04:52,980 you know, 138 00:04:52,980 --> 00:04:55,680 I know what it is to wear all the hats and 139 00:04:55,710 --> 00:04:57,840 be making all the decisions and everything. 140 00:04:57,870 --> 00:05:01,890 So one of my starting premises is that small business owners, 141 00:05:02,250 --> 00:05:05,430 really small business owners don't have time and they don't have 142 00:05:05,430 --> 00:05:08,040 money. They're pulled in all sorts of different directions and they're 143 00:05:08,040 --> 00:05:09,000 trying to make ends meet. 144 00:05:09,000 --> 00:05:10,250 And, you know, 145 00:05:10,250 --> 00:05:11,700 they have to make a lot of tough choices. 146 00:05:11,790 --> 00:05:12,720 And in many cases, 147 00:05:12,720 --> 00:05:15,060 marketing becomes the poor stepchild. 148 00:05:15,480 --> 00:05:16,170 Most people, 149 00:05:16,410 --> 00:05:17,910 especially, I know in the, 150 00:05:18,360 --> 00:05:18,510 you know, 151 00:05:18,510 --> 00:05:21,180 in the crafts and gifts kind of feel people were drawn 152 00:05:21,180 --> 00:05:22,110 because they're creative. 153 00:05:22,140 --> 00:05:25,230 They want to make things that people love and they get 154 00:05:25,230 --> 00:05:26,760 all kinds of satisfaction out of this. 155 00:05:27,000 --> 00:05:28,530 This is something I'm very familiar with. 156 00:05:28,530 --> 00:05:31,050 My wife as a Potter has been a Potter for 15, 157 00:05:31,050 --> 00:05:31,650 20 years. 158 00:05:31,770 --> 00:05:32,760 And so, 159 00:05:32,790 --> 00:05:33,090 you know, 160 00:05:33,170 --> 00:05:34,470 I've seen her business grow, 161 00:05:34,650 --> 00:05:35,160 but you know, 162 00:05:35,190 --> 00:05:38,190 very often you're putting all your efforts into the creation and 163 00:05:38,190 --> 00:05:41,250 the managing of the business and marketing falls by the wayside. 164 00:05:41,250 --> 00:05:42,780 You put up a website, 165 00:05:42,840 --> 00:05:44,640 you maybe build a mailing list, 166 00:05:44,670 --> 00:05:45,000 but you know, 167 00:05:45,000 --> 00:05:47,340 there's not a whole lot of focus and effort on it. 168 00:05:47,370 --> 00:05:49,560 You sort of do whatever you need to get it done 169 00:05:49,650 --> 00:05:50,130 and let it, 170 00:05:50,730 --> 00:05:53,100 you get The basics done and then move on to something 171 00:05:53,100 --> 00:05:56,580 else and never really capture the power that marketing can bring. 172 00:05:56,700 --> 00:05:59,090 Exactly. I get that because you don't have a lot of 173 00:05:59,090 --> 00:06:02,270 time or energy or money that you can focus on this. 174 00:06:02,450 --> 00:06:04,880 And one of the things I've discovered over time is that 175 00:06:04,880 --> 00:06:10,430 video is just remarkable in terms of how powerful it is 176 00:06:10,760 --> 00:06:13,820 and how effective it is and how little it costs in 177 00:06:13,820 --> 00:06:14,690 both time and money. 178 00:06:15,130 --> 00:06:17,890 So for someone who's sitting and listening right now and saying, 179 00:06:17,890 --> 00:06:18,340 yeah, but, 180 00:06:18,370 --> 00:06:18,970 oh my gosh, 181 00:06:19,000 --> 00:06:24,010 that is a huge hurdle in terms of technology and figuring 182 00:06:24,010 --> 00:06:24,580 out how to do it. 183 00:06:24,580 --> 00:06:26,470 I'm probably going to need a lot of equipment, 184 00:06:26,530 --> 00:06:27,340 all of that. 185 00:06:27,430 --> 00:06:31,180 I'd rather just do print ads or just stick with my 186 00:06:31,180 --> 00:06:35,350 Facebook page or whatever the current mode of operandi is. 187 00:06:36,100 --> 00:06:36,850 Sure. Yeah. 188 00:06:36,880 --> 00:06:38,290 And, and I totally get that. 189 00:06:38,290 --> 00:06:41,230 And that's one of the reasons that I'm out here promoting 190 00:06:41,230 --> 00:06:42,190 this concept, 191 00:06:42,190 --> 00:06:44,590 because I think a lot of people put up barriers that 192 00:06:44,590 --> 00:06:45,100 aren't there. 193 00:06:47,080 --> 00:06:48,340 What I'm talking about, 194 00:06:48,400 --> 00:06:50,020 you don't have to have a camera. 195 00:06:50,590 --> 00:06:52,180 You don't have to ever touch a computer. 196 00:06:52,900 --> 00:06:54,850 You don't even have to be in front of a camera 197 00:06:54,850 --> 00:06:55,600 if you don't want to be. 198 00:06:55,960 --> 00:06:57,940 There's all kinds of things you can do with video. 199 00:06:58,000 --> 00:07:01,210 And the craziest thing of all is it is just wildly 200 00:07:01,510 --> 00:07:06,820 inexpensive. Most people will spend more on a simple local postcard 201 00:07:06,910 --> 00:07:09,880 mail campaign than they would spend on a video. 202 00:07:10,210 --> 00:07:12,190 And with the postcard campaign, 203 00:07:12,340 --> 00:07:12,700 you know, 204 00:07:12,700 --> 00:07:14,500 that 90% of those are just going to go straight into 205 00:07:14,500 --> 00:07:15,190 the trash. 206 00:07:15,490 --> 00:07:17,200 They'd go out once and then they're gone. 207 00:07:17,500 --> 00:07:19,360 The video stays on your website forever. 208 00:07:19,930 --> 00:07:22,450 And so it's an investment in marketing terms, 209 00:07:22,450 --> 00:07:23,560 we call it a long tail. 210 00:07:24,010 --> 00:07:26,470 You get a benefit from it over a much longer period 211 00:07:26,470 --> 00:07:28,450 of time than you would get from that little flash of 212 00:07:28,450 --> 00:07:30,580 a postcard mailing or an ad in the newspaper, 213 00:07:30,580 --> 00:07:31,240 that sort of thing. 214 00:07:31,630 --> 00:07:32,620 Right. Okay. 215 00:07:32,620 --> 00:07:34,030 So you're selling me here. 216 00:07:37,240 --> 00:07:40,060 The thing I'm intrigued about is you're saying that you don't 217 00:07:40,060 --> 00:07:43,780 need to have a camera let's get into what is the 218 00:07:43,780 --> 00:07:44,980 equipment that you need. 219 00:07:45,010 --> 00:07:45,430 Okay. Okay. 220 00:07:45,760 --> 00:07:47,710 If you can figure out a way to get onto Craigslist, 221 00:07:47,710 --> 00:07:48,880 that's probably all you need. 222 00:07:49,390 --> 00:07:51,730 Let's talk about how you get a video made one way 223 00:07:51,760 --> 00:07:53,320 to do it is to do it yourself. 224 00:07:53,500 --> 00:07:56,470 And that's a perfectly reasonable thing to do if you're inclined 225 00:07:56,470 --> 00:07:57,100 that way. 226 00:07:57,100 --> 00:07:57,610 You know, 227 00:07:57,610 --> 00:07:59,050 you've got some creative skills. 228 00:07:59,050 --> 00:08:02,140 You're curious about learning how to do audio and video editing 229 00:08:02,200 --> 00:08:04,450 and all the stuff that goes along with that. 230 00:08:04,570 --> 00:08:05,770 And really, 231 00:08:05,770 --> 00:08:08,710 if you have almost any digital camera or even a lot 232 00:08:08,710 --> 00:08:11,950 of smart phones can do a good job of capturing a 233 00:08:11,950 --> 00:08:13,030 high definition video. 234 00:08:13,270 --> 00:08:14,200 So, you know, 235 00:08:14,200 --> 00:08:16,240 that can be done and you can get some good, 236 00:08:16,240 --> 00:08:19,720 low cost editing software under a hundred dollars to edit it 237 00:08:19,720 --> 00:08:21,130 with whether you're on Mac or PC, 238 00:08:21,190 --> 00:08:22,420 but it takes a lot of time. 239 00:08:22,600 --> 00:08:24,550 So that the expense isn't very big, 240 00:08:24,850 --> 00:08:26,680 but there's a big time investment there. 241 00:08:27,130 --> 00:08:28,870 Another way you can go is to go to a professional 242 00:08:28,870 --> 00:08:32,350 agency and have them develop a marketing plan for you with 243 00:08:32,350 --> 00:08:34,000 it includes video and put that together. 244 00:08:34,000 --> 00:08:35,980 And that can cost thousands and thousands of dollars. 245 00:08:36,160 --> 00:08:39,850 What I'm advocating is sort of a middle road where you 246 00:08:39,850 --> 00:08:42,040 figure out what it is you want to do and what 247 00:08:42,040 --> 00:08:43,330 kind of message you want to give. 248 00:08:43,900 --> 00:08:46,870 And then you rent the professional help that you need to 249 00:08:46,870 --> 00:08:47,380 get it done. 250 00:08:47,860 --> 00:08:48,940 And in this case, 251 00:08:48,940 --> 00:08:49,420 it's very, 252 00:08:49,420 --> 00:08:49,930 very simple. 253 00:08:49,930 --> 00:08:52,210 You just go out and you get a videographer who will 254 00:08:52,210 --> 00:08:54,520 shoot it and edit it and come back with a file 255 00:08:54,520 --> 00:08:57,510 that you can upload that would probably even do it, 256 00:08:57,540 --> 00:08:59,130 upload it onto YouTube for you. 257 00:08:59,190 --> 00:09:01,830 You're hosted on YouTube for free YouTube. 258 00:09:02,040 --> 00:09:03,960 It's very easy to grab the little piece of code that 259 00:09:03,960 --> 00:09:05,370 you can drop into any website, 260 00:09:05,580 --> 00:09:06,300 especially if it, 261 00:09:06,420 --> 00:09:06,600 you know, 262 00:09:06,600 --> 00:09:08,580 if you have a WordPress site or something like that, 263 00:09:08,580 --> 00:09:10,860 where you can easily drop in a piece of HTML, 264 00:09:10,920 --> 00:09:12,570 you don't have to know anything about programming. 265 00:09:12,570 --> 00:09:13,680 You don't have to know anything, 266 00:09:13,710 --> 00:09:14,640 just drop that code in. 267 00:09:14,790 --> 00:09:16,440 And you've got video on your website. 268 00:09:16,740 --> 00:09:17,760 If you don't know how to do that, 269 00:09:17,790 --> 00:09:20,100 find some 14 year old in the neighborhood who come over 270 00:09:20,100 --> 00:09:20,610 and do it for you. 271 00:09:20,900 --> 00:09:21,770 That Is true. 272 00:09:21,770 --> 00:09:24,260 And just don't let what Alfred's talking about. 273 00:09:24,290 --> 00:09:25,130 Stop you in your tracks, 274 00:09:25,130 --> 00:09:28,010 anybody, because once it gets up to YouTube, 275 00:09:28,040 --> 00:09:30,230 it is so easily shareable. 276 00:09:30,230 --> 00:09:34,370 And the HTML code that he's referring to is like two 277 00:09:34,370 --> 00:09:36,560 clicks away within your YouTube account. 278 00:09:36,740 --> 00:09:38,720 And you just copy it and you paste it. 279 00:09:38,780 --> 00:09:39,650 And many, 280 00:09:39,650 --> 00:09:40,970 many people can do that for you. 281 00:09:40,970 --> 00:09:42,980 So that's not a problem As you say, 282 00:09:42,980 --> 00:09:44,450 so it's not technical at all. 283 00:09:44,480 --> 00:09:46,760 You don't have to understand anything about what it's doing. 284 00:09:46,850 --> 00:09:48,050 It's just a cut and paste. 285 00:09:48,410 --> 00:09:50,960 Just a way to get the content over to your site 286 00:09:50,960 --> 00:09:53,390 so that it's going to be viewable right on Your site. 287 00:09:54,080 --> 00:09:56,000 And it's there forever And it's there forever. 288 00:09:56,000 --> 00:09:56,900 It's evergreen. 289 00:09:56,960 --> 00:09:58,580 So the nice thing about that, 290 00:09:58,580 --> 00:09:58,790 I mean, 291 00:09:58,790 --> 00:10:01,670 we are all time stressed as you were talking about the 292 00:10:01,670 --> 00:10:04,940 time and money are the big challenges for people in smaller 293 00:10:04,940 --> 00:10:07,910 businesses. And to be able to put your time into something 294 00:10:07,910 --> 00:10:11,900 that then would be content that is going to benefit you 295 00:10:11,900 --> 00:10:14,300 for a long time in the future. 296 00:10:14,690 --> 00:10:16,850 Makes a lot of sense in terms of timing. 297 00:10:17,270 --> 00:10:18,350 But I have a question for you. 298 00:10:18,410 --> 00:10:19,580 I have a question for you Alfred, 299 00:10:19,730 --> 00:10:23,000 if someone has never done video before, 300 00:10:23,900 --> 00:10:25,770 what type of content and, 301 00:10:25,770 --> 00:10:26,630 and let's just talk, 302 00:10:26,630 --> 00:10:29,240 let's take this in such baby steps that it really seems 303 00:10:29,240 --> 00:10:30,560 achievable for somebody. 304 00:10:30,950 --> 00:10:34,240 What would be the best first topic of a video. 305 00:10:34,280 --> 00:10:36,860 If they're just going to have one video on their site 306 00:10:36,860 --> 00:10:39,620 to See there are two extremely powerful ones, 307 00:10:39,950 --> 00:10:43,370 but the easiest one to get started with is clearly the 308 00:10:43,370 --> 00:10:45,320 how to a demonstration video. 309 00:10:46,130 --> 00:10:49,850 So you're demonstrating something that your company produces. 310 00:10:50,180 --> 00:10:51,590 It could be all kinds of things. 311 00:10:51,710 --> 00:10:53,300 It could be related to what you produce. 312 00:10:53,480 --> 00:10:56,390 If you're a Potter as my wife is you might just 313 00:10:56,390 --> 00:10:58,850 do a short video of showing how you make a, 314 00:10:59,040 --> 00:10:59,480 a mug, 315 00:10:59,780 --> 00:11:00,710 just a quick two, 316 00:11:00,710 --> 00:11:02,720 three minute video of showing you at work, 317 00:11:02,750 --> 00:11:03,680 creating your pieces, 318 00:11:03,740 --> 00:11:06,680 showing them going into the kiln and coming out glazed people 319 00:11:06,680 --> 00:11:09,740 love to see how things are made For them to be 320 00:11:09,740 --> 00:11:10,850 intending, to be a Potter, 321 00:11:10,850 --> 00:11:14,420 but for them to see what was behind the scenes producing 322 00:11:14,420 --> 00:11:16,040 the result that they might purchase, 323 00:11:16,280 --> 00:11:17,480 Right? That's one way to go. 324 00:11:17,480 --> 00:11:21,080 Another way to go would be a simple project related to 325 00:11:21,080 --> 00:11:21,830 what you do, 326 00:11:22,160 --> 00:11:26,030 but something that the viewer could actually do and make themselves 327 00:11:26,150 --> 00:11:27,230 a simple little project, 328 00:11:27,290 --> 00:11:30,080 which would at once be sort of a gift to them 329 00:11:30,440 --> 00:11:32,930 and help feed their creative instincts. 330 00:11:32,960 --> 00:11:33,200 I mean, 331 00:11:33,200 --> 00:11:35,420 one of the things I find working the craft shows with 332 00:11:35,420 --> 00:11:38,690 my wife is people have all kinds of creative feelings, 333 00:11:38,690 --> 00:11:39,050 but they say, 334 00:11:39,080 --> 00:11:40,160 oh, I could never do that. 335 00:11:40,610 --> 00:11:43,340 And so a video to show them something simple that they 336 00:11:43,340 --> 00:11:45,400 could do and feel good about is going to be thanked 337 00:11:45,400 --> 00:11:45,740 for you. 338 00:11:45,800 --> 00:11:46,460 And it also, 339 00:11:46,520 --> 00:11:48,140 if it relates to the kind of products you make, 340 00:11:48,140 --> 00:11:51,320 it helps them get a better appreciation of the skill and 341 00:11:51,320 --> 00:11:54,490 the creativity that goes into your company's products. 342 00:11:54,520 --> 00:11:54,970 Got it. 343 00:11:55,450 --> 00:11:59,020 So What I hear you not saying is this, 344 00:11:59,020 --> 00:12:00,370 isn't a video that says, 345 00:12:00,370 --> 00:12:01,900 hi, I'm so-and-so. 346 00:12:01,900 --> 00:12:04,960 I have all these qualifications to be in the business that 347 00:12:04,960 --> 00:12:05,500 I'm in. 348 00:12:05,500 --> 00:12:08,080 I've been in business for X number of years, 349 00:12:08,200 --> 00:12:09,460 none of that type of thing. 350 00:12:09,460 --> 00:12:12,400 It all should be from the interest level of the person 351 00:12:12,400 --> 00:12:14,620 who's going to be watching so that when they get to 352 00:12:14,620 --> 00:12:15,010 the site, 353 00:12:15,010 --> 00:12:18,280 they really want to click the video because there's curiosity, 354 00:12:18,280 --> 00:12:21,520 cause it's a how to video or they're looking at something 355 00:12:21,520 --> 00:12:21,880 like, yeah, 356 00:12:21,910 --> 00:12:23,650 maybe I could even do this myself. 357 00:12:23,880 --> 00:12:27,270 Exactly how to videos are probably the number one most effective 358 00:12:27,270 --> 00:12:27,870 at converting, 359 00:12:27,900 --> 00:12:28,920 turning into sales. 360 00:12:29,130 --> 00:12:29,670 And again, 361 00:12:29,700 --> 00:12:31,920 keep in mind that a lot of people think commercials, 362 00:12:32,040 --> 00:12:32,910 TV commercials, 363 00:12:33,450 --> 00:12:37,380 which have to fit in a 32nd window or at most 364 00:12:37,380 --> 00:12:37,800 a minute, 365 00:12:37,920 --> 00:12:42,510 and they're very active and lots of flashy stuff going on 366 00:12:42,510 --> 00:12:45,450 and you don't need that in an online video. 367 00:12:45,540 --> 00:12:47,280 You're not trying to yell at the consumer. 368 00:12:47,430 --> 00:12:49,290 You're trying to engage them in a conversation. 369 00:12:49,650 --> 00:12:51,720 And so you know how to video. 370 00:12:51,720 --> 00:12:52,860 You don't even have to talk, 371 00:12:53,310 --> 00:12:56,130 just put up some title screens and explain some tech screens 372 00:12:56,130 --> 00:12:57,300 to explain the different steps. 373 00:12:57,480 --> 00:12:59,700 And somebody can just video you while you work. 374 00:13:00,060 --> 00:13:01,350 And you know, 375 00:13:01,350 --> 00:13:04,440 you don't have to feel awkward about saying something on screen 376 00:13:04,440 --> 00:13:05,220 or anything like that. 377 00:13:05,220 --> 00:13:07,530 It can be just having a nice little soundtrack running in 378 00:13:07,530 --> 00:13:08,100 the background. 379 00:13:08,310 --> 00:13:08,820 And by the way, 380 00:13:08,820 --> 00:13:12,630 YouTube has a ton of free soundtracks that you can put 381 00:13:12,810 --> 00:13:14,430 behind your videos at no cost. 382 00:13:14,970 --> 00:13:18,170 No royalty can just use them for free think in terms 383 00:13:18,320 --> 00:13:19,890 of giving them a gift of content. 384 00:13:20,250 --> 00:13:20,760 There You go. 385 00:13:21,000 --> 00:13:25,370 And it doesn't have to be such a professional video either. 386 00:13:25,540 --> 00:13:25,740 I mean, 387 00:13:25,740 --> 00:13:28,380 you want it to make it look nice and classy, 388 00:13:28,410 --> 00:13:31,170 but it doesn't have to be so professional going back to 389 00:13:31,170 --> 00:13:33,090 what you're talking about with the commercials, 390 00:13:33,360 --> 00:13:37,650 because people like seeing the real person behind a craft or 391 00:13:37,650 --> 00:13:39,810 the shop or that type of thing, 392 00:13:39,810 --> 00:13:40,740 would you agree with that? 393 00:13:41,370 --> 00:13:42,510 They want to see organic. 394 00:13:42,540 --> 00:13:44,190 They want to see personality. 395 00:13:44,220 --> 00:13:45,780 They want to see honesty. 396 00:13:46,080 --> 00:13:48,420 The whole thing about this is trying to build credibility. 397 00:13:48,480 --> 00:13:52,800 So I would agree you don't need to have Hollywood production 398 00:13:52,950 --> 00:13:53,850 values. However, 399 00:13:53,970 --> 00:13:57,630 it is extremely important that you shoot in high definition in 400 00:13:57,630 --> 00:13:58,320 technical terms, 401 00:13:58,320 --> 00:13:59,550 it's either seven 20 P or, 402 00:13:59,760 --> 00:14:01,560 or 10 80 P resolution, 403 00:14:02,040 --> 00:14:03,450 because it really looks better. 404 00:14:03,870 --> 00:14:06,360 You want to make sure that whoever's doing the shooting is 405 00:14:06,900 --> 00:14:11,040 aware of the lighting because bad lighting is a turnoff and 406 00:14:11,070 --> 00:14:12,540 people will bail on your video. 407 00:14:12,900 --> 00:14:14,310 No matter how good the content is, 408 00:14:14,610 --> 00:14:16,290 if it's just too hard to watch. 409 00:14:16,470 --> 00:14:19,410 And then the third most important factor in your video is 410 00:14:19,410 --> 00:14:20,310 the audio quality. 411 00:14:20,850 --> 00:14:22,080 So if you're going to be talking, 412 00:14:22,290 --> 00:14:23,370 if there's a soundtrack, 413 00:14:23,400 --> 00:14:25,560 whatever you want to make sure that the audio levels are 414 00:14:25,560 --> 00:14:26,520 good. And again, 415 00:14:26,520 --> 00:14:29,110 a good videographer can take care of that in the edit. 416 00:14:29,790 --> 00:14:31,350 And so with all of these points, 417 00:14:31,380 --> 00:14:34,080 that's why you suggest a middle of the road, 418 00:14:34,080 --> 00:14:37,410 videographer, meaning not in terms of the quality of the videographer, 419 00:14:37,410 --> 00:14:39,660 but in terms of the services that you ask for. 420 00:14:39,660 --> 00:14:42,870 Because if you are putting together what you think the content 421 00:14:42,900 --> 00:14:43,710 already is, 422 00:14:43,710 --> 00:14:46,200 that's not something you have to pay someone else to do. 423 00:14:46,530 --> 00:14:49,260 Exactly. So you're just want it to be the shoot really, 424 00:14:49,320 --> 00:14:50,940 Right? So you're just hiring them for the shooting and the, 425 00:14:51,290 --> 00:14:53,090 and so if you go to an agency they're going to 426 00:14:53,090 --> 00:14:54,740 want to put together the whole campaign for you. 427 00:14:54,950 --> 00:14:56,360 But if you know what you want to have for your 428 00:14:56,360 --> 00:14:58,940 video, you can go out and get a videographer. 429 00:14:59,000 --> 00:15:01,310 You will be amazed at how little it costs. 430 00:15:01,490 --> 00:15:02,000 I've done this, 431 00:15:02,000 --> 00:15:03,260 just going to Craigslist. 432 00:15:03,380 --> 00:15:06,260 I put out a call for videographers and I got one 433 00:15:06,260 --> 00:15:07,220 guy who had an Emmy. 434 00:15:07,220 --> 00:15:09,260 I had one guy who had worked with ESPN. 435 00:15:09,260 --> 00:15:12,140 I had somebody who'd worked with Stephen King. 436 00:15:12,140 --> 00:15:14,860 And the amazing thing is that with the exception of a 437 00:15:14,870 --> 00:15:15,770 couple outliers, 438 00:15:15,770 --> 00:15:19,610 they were all five to $600 for a half day shoot. 439 00:15:19,610 --> 00:15:20,630 And the editing, 440 00:15:20,630 --> 00:15:21,950 which is nothing. 441 00:15:21,950 --> 00:15:23,480 When you compare it to the price of, 442 00:15:23,660 --> 00:15:25,430 again, a simple postcard mailing, 443 00:15:25,490 --> 00:15:26,930 you'll get to $500 easy. 444 00:15:27,280 --> 00:15:28,660 Yes, very reasonable. 445 00:15:28,660 --> 00:15:29,470 Because this is again, 446 00:15:29,470 --> 00:15:30,520 is not a one-off. 447 00:15:30,550 --> 00:15:32,290 This is something that you're going to be able to use 448 00:15:32,350 --> 00:15:33,100 for years. 449 00:15:33,460 --> 00:15:35,620 Exactly. If you're looking for a videographer, 450 00:15:35,650 --> 00:15:36,070 like again, 451 00:15:36,070 --> 00:15:37,030 look on Craigslist, 452 00:15:37,180 --> 00:15:40,930 look for wedding photographers because all wedding photographers now do videography. 453 00:15:41,020 --> 00:15:43,180 One of my secret weapons is if you want to find 454 00:15:43,180 --> 00:15:44,590 an inexpensive videographer, 455 00:15:44,860 --> 00:15:46,900 one of the best places to go is your local guitar 456 00:15:46,900 --> 00:15:48,430 store. Interesting. 457 00:15:49,540 --> 00:15:50,150 Think about it. 458 00:15:50,170 --> 00:15:53,170 Turns out if a rock and roll band wants to promote 459 00:15:53,170 --> 00:15:54,670 themselves, they have to have a video, 460 00:15:55,090 --> 00:15:57,730 right? And if you think small businesses have limited budget, 461 00:15:57,760 --> 00:15:59,290 wait till you talk to a garage band, 462 00:15:59,920 --> 00:16:00,850 they've got nothing. 463 00:16:01,840 --> 00:16:05,050 And so this $500 for a video is a totally reasonable 464 00:16:05,050 --> 00:16:06,010 target. Some people say, 465 00:16:06,010 --> 00:16:07,990 well, what if I'm in some expensive place? 466 00:16:07,990 --> 00:16:09,100 Like New York city? 467 00:16:09,100 --> 00:16:10,180 Well actually in New York city. 468 00:16:10,180 --> 00:16:11,320 Yeah. The price is different. 469 00:16:11,320 --> 00:16:14,050 You can probably get it done for about three 50 in 470 00:16:14,860 --> 00:16:18,010 New York city because the competition is so high. 471 00:16:18,010 --> 00:16:19,870 Sure. All right. 472 00:16:19,870 --> 00:16:23,080 So we've convinced everybody that a video is something they should 473 00:16:23,080 --> 00:16:26,050 consider. We've also convinced them that there is a way to 474 00:16:25,900 --> 00:16:26,050 do it. 475 00:16:26,050 --> 00:16:28,000 It's an achievable thing for them to do. 476 00:16:28,000 --> 00:16:30,730 And you've mentioned a number of different ways and tips on 477 00:16:30,730 --> 00:16:33,070 getting the lowest price and the quality that you need, 478 00:16:33,070 --> 00:16:33,730 et cetera. 479 00:16:34,180 --> 00:16:35,740 What about the content? 480 00:16:36,160 --> 00:16:37,090 What about the content? 481 00:16:37,300 --> 00:16:38,020 So again, 482 00:16:38,590 --> 00:16:40,210 one of those explainer videos, 483 00:16:40,480 --> 00:16:43,270 either how you do it or make your own product or 484 00:16:43,300 --> 00:16:45,370 some sort of project that other people can use, 485 00:16:45,700 --> 00:16:48,220 that's probably the best choice to start off with, 486 00:16:48,310 --> 00:16:50,860 especially if you're in a gift or craft kind of market. 487 00:16:51,190 --> 00:16:51,760 In my book, 488 00:16:51,880 --> 00:16:53,650 the power marketing for small business, 489 00:16:54,340 --> 00:16:56,380 I've got what I call the peach principle. 490 00:16:56,890 --> 00:16:58,240 And peach is an acronym. 491 00:16:58,480 --> 00:17:01,390 Each letter stands for different kinds of message that you could 492 00:17:01,390 --> 00:17:02,680 use in your video. 493 00:17:03,100 --> 00:17:05,320 And so peach stands for position, 494 00:17:06,220 --> 00:17:08,500 educate, attach, 495 00:17:09,220 --> 00:17:13,150 compete, and help that he educated. 496 00:17:13,360 --> 00:17:15,280 That's what your demo video would be. 497 00:17:15,790 --> 00:17:17,980 You teaching them either how to do something or teaching them 498 00:17:17,980 --> 00:17:18,940 how you do something, 499 00:17:19,270 --> 00:17:20,620 giving them some information, 500 00:17:20,680 --> 00:17:21,910 how to solve a problem, 501 00:17:22,060 --> 00:17:23,200 how to accomplish something. 502 00:17:23,350 --> 00:17:29,350 Position is more where you describe what your business is about. 503 00:17:29,560 --> 00:17:30,880 Kind of a credibility play, 504 00:17:30,880 --> 00:17:32,290 maybe a credibility play, 505 00:17:32,380 --> 00:17:34,330 but it's not comparing yourself to others. 506 00:17:34,330 --> 00:17:34,900 It's just saying, 507 00:17:34,900 --> 00:17:35,080 you know, 508 00:17:35,110 --> 00:17:36,730 this is what we care about. 509 00:17:36,730 --> 00:17:37,750 This is our quality. 510 00:17:37,960 --> 00:17:39,490 This is why we care about quality. 511 00:17:39,490 --> 00:17:41,920 And this is some of the things that we're concerned with 512 00:17:41,920 --> 00:17:42,820 that are important. 513 00:17:43,090 --> 00:17:45,190 Would you say this is a good video for your about 514 00:17:45,190 --> 00:17:45,790 us page. 515 00:17:46,360 --> 00:17:47,650 That would be a great video for your, 516 00:17:47,710 --> 00:17:48,520 about us page. 517 00:17:48,760 --> 00:17:52,640 Yeah. And then the a is for attach at one level 518 00:17:52,660 --> 00:17:57,270 attaches basically you're attaching yourself to somebody else's reputation and what 519 00:17:57,270 --> 00:17:58,980 it really comes down to is social proof. 520 00:17:59,320 --> 00:18:00,780 A lot of the reasons you see celebrities, 521 00:18:00,780 --> 00:18:04,650 endorsing products is because it provides proof to the buyer that 522 00:18:04,650 --> 00:18:08,400 it's a legitimate product and it's worth their attention for as 523 00:18:08,400 --> 00:18:08,940 a customer, 524 00:18:08,970 --> 00:18:11,460 you can attach to all kinds of reputations. 525 00:18:11,730 --> 00:18:14,250 One of the things you can attach to our local celebrities, 526 00:18:14,430 --> 00:18:18,690 maybe there's a program at the high school that you're involved 527 00:18:18,690 --> 00:18:21,840 in. You could have a video about you working with the 528 00:18:21,840 --> 00:18:24,150 students on their projects or something like that. 529 00:18:24,600 --> 00:18:25,530 At another level, 530 00:18:25,980 --> 00:18:28,470 the social proof can just simply be testimonials, 531 00:18:28,980 --> 00:18:31,560 just have people talking about how much they love your products 532 00:18:31,860 --> 00:18:34,260 and what they do with them or how they make them 533 00:18:34,260 --> 00:18:37,140 feel. And you don't even have to be on the camera 534 00:18:37,140 --> 00:18:37,500 for this. 535 00:18:38,280 --> 00:18:38,670 You know, 536 00:18:38,730 --> 00:18:41,580 you just have somebody else talking about you and get that 537 00:18:41,580 --> 00:18:42,210 on video. 538 00:18:42,710 --> 00:18:45,020 Yeah. These are some great ideas I've never thought of before. 539 00:18:45,590 --> 00:18:47,180 Really great carry on Then. 540 00:18:47,210 --> 00:18:48,560 So C is for compete. 541 00:18:48,800 --> 00:18:50,690 Here's where you show your difference. 542 00:18:51,560 --> 00:18:55,250 Okay. So say you make reeds and we're coming up on 543 00:18:55,250 --> 00:18:56,120 the holiday season. 544 00:18:56,360 --> 00:19:01,130 Well, you might be able to say something like we soak 545 00:19:01,520 --> 00:19:03,290 our, we use all natural greens. 546 00:19:03,290 --> 00:19:06,710 However, we soak them in a special solution that we use 547 00:19:06,950 --> 00:19:11,360 and it causes the needles to stay on 50% longer than 548 00:19:11,360 --> 00:19:12,170 if we didn't treat them. 549 00:19:12,860 --> 00:19:14,570 And nobody else we know does this. 550 00:19:14,930 --> 00:19:17,150 So this is a competitive advantage that we have. 551 00:19:17,230 --> 00:19:18,800 You're not going to get from anybody else, 552 00:19:19,400 --> 00:19:22,640 vintage ribbons that we've collected all over the country from the 553 00:19:22,700 --> 00:19:23,660 early 19 hundreds. 554 00:19:23,870 --> 00:19:24,200 I don't know. 555 00:19:24,350 --> 00:19:25,790 There are different kinds of things that you could do, 556 00:19:25,790 --> 00:19:28,940 but that's where you would make your claim to uniqueness compared 557 00:19:28,940 --> 00:19:29,900 to your competitors. 558 00:19:30,590 --> 00:19:31,790 This is a big point. 559 00:19:31,820 --> 00:19:32,870 Let's use Reese justice. 560 00:19:32,870 --> 00:19:33,650 You're talking about, 561 00:19:33,680 --> 00:19:37,130 there are very creative wreath makers all over, 562 00:19:37,130 --> 00:19:38,420 but so how are you different? 563 00:19:38,420 --> 00:19:41,750 What are you bringing that a consumer is going to get 564 00:19:41,750 --> 00:19:43,970 from you that they're not going to be getting from anybody 565 00:19:43,970 --> 00:19:46,400 else who is making the creative wreaths? 566 00:19:46,400 --> 00:19:47,990 And this is a perfect way to do it through a 567 00:19:47,990 --> 00:19:49,520 video. Just like you're saying, 568 00:19:49,790 --> 00:19:50,420 show them, 569 00:19:50,810 --> 00:19:51,920 yeah, show them. 570 00:19:51,950 --> 00:19:56,270 And it also portrays your personality and nobody can copy your 571 00:19:56,270 --> 00:19:57,800 personal. Exactly. 572 00:19:58,130 --> 00:20:00,470 And then H from peach, 573 00:20:00,710 --> 00:20:01,790 the H is for help. 574 00:20:02,300 --> 00:20:04,070 And it actually has nothing to do with your product. 575 00:20:04,310 --> 00:20:06,530 H is about how you give back. 576 00:20:07,100 --> 00:20:09,230 Maybe you're involved in a volunteer program. 577 00:20:09,380 --> 00:20:10,480 Maybe, you know, 578 00:20:10,480 --> 00:20:12,320 you do meals on wheels. 579 00:20:12,740 --> 00:20:16,430 Maybe you go into senior centers and do craft projects with 580 00:20:16,430 --> 00:20:18,920 them. It's not about your product. 581 00:20:18,950 --> 00:20:20,810 It's about you and your business. 582 00:20:20,900 --> 00:20:22,400 It adds another dimension to it. 583 00:20:22,610 --> 00:20:25,940 It adds a level of credibility and realism. 584 00:20:26,030 --> 00:20:27,920 And also it shows that you're giving back. 585 00:20:28,220 --> 00:20:30,650 And that's something that people definitely relate to. 586 00:20:30,920 --> 00:20:32,360 So if you can show something that you're doing, 587 00:20:32,390 --> 00:20:33,590 that's good in the community, 588 00:20:34,010 --> 00:20:35,210 that's a huge plus. 589 00:20:35,210 --> 00:20:37,160 And that's the kind of video that people really like to 590 00:20:37,160 --> 00:20:39,140 watch. Absolutely. 591 00:20:39,440 --> 00:20:40,700 So gift biz listeners. 592 00:20:40,700 --> 00:20:44,360 I want you guys to remember this acronym, 593 00:20:44,450 --> 00:20:50,140 peach P E a C Alfred calls it his peach principle. 594 00:20:50,410 --> 00:20:52,180 And really honestly go back. 595 00:20:52,210 --> 00:20:54,850 If you are not at a place where you're taking notes 596 00:20:54,910 --> 00:20:57,130 and review all of these elements, 597 00:20:57,130 --> 00:20:58,840 because there's some really, 598 00:20:58,870 --> 00:21:02,290 really good and different ideas that Alfred's put forth, 599 00:21:02,470 --> 00:21:04,330 that you should consider for your business. 600 00:21:04,620 --> 00:21:07,290 And so let me just stress that I'm talking about using 601 00:21:07,290 --> 00:21:08,100 one of these, 602 00:21:08,250 --> 00:21:11,190 one of these five different topics as the focus for your 603 00:21:11,190 --> 00:21:12,840 video for Each video. 604 00:21:12,840 --> 00:21:15,360 So one video would not incorporate all of these. 605 00:21:15,360 --> 00:21:16,830 It would only incorporate one, 606 00:21:16,890 --> 00:21:18,270 Right? You don't try to do them all. 607 00:21:18,630 --> 00:21:19,680 You, you make one, 608 00:21:19,680 --> 00:21:20,940 your focus and again, 609 00:21:20,940 --> 00:21:23,130 you only need one video on your website to make a 610 00:21:23,130 --> 00:21:23,820 big difference. 611 00:21:23,940 --> 00:21:27,510 Did you realize that adding a video to your homepage makes 612 00:21:27,510 --> 00:21:29,760 it 52 times more likely to show up on the first 613 00:21:29,760 --> 00:21:30,780 page of a Google search? 614 00:21:31,410 --> 00:21:33,480 I've heard of the power of video a lot. 615 00:21:33,480 --> 00:21:35,580 And I believe that just think of how we, 616 00:21:35,580 --> 00:21:35,790 you know, 617 00:21:35,790 --> 00:21:37,020 when you go Google something, 618 00:21:37,020 --> 00:21:38,280 if there's a video there, 619 00:21:38,580 --> 00:21:38,730 you know, 620 00:21:38,730 --> 00:21:40,770 especially people who are on mobile now, 621 00:21:40,800 --> 00:21:41,040 you know, 622 00:21:41,040 --> 00:21:42,930 they necessarily can't even see the screen, 623 00:21:42,960 --> 00:21:45,930 right? And so a video is so much easier in terms 624 00:21:45,930 --> 00:21:50,280 of capturing content And the majority of consumers now say company 625 00:21:50,280 --> 00:21:52,170 websites should have a video on it. 626 00:21:52,350 --> 00:21:55,590 And so we're now on the cusp of leaving the point 627 00:21:55,590 --> 00:21:58,620 where having a video is an advantage and we're entering the 628 00:21:58,620 --> 00:22:02,010 era where you pretty much need to have a video to 629 00:22:02,010 --> 00:22:02,760 be competitive. 630 00:22:02,940 --> 00:22:03,930 It keeps stepping up, 631 00:22:03,930 --> 00:22:04,320 doesn't it? 632 00:22:04,770 --> 00:22:05,220 It does. 633 00:22:05,880 --> 00:22:06,390 It does. 634 00:22:07,110 --> 00:22:07,890 Well, thank you. 635 00:22:07,890 --> 00:22:09,330 This has been really, 636 00:22:09,360 --> 00:22:10,650 really great information, 637 00:22:10,650 --> 00:22:12,660 Alfred. I appreciate it so much. 638 00:22:13,110 --> 00:22:15,930 We're going to move now into the reflection section. 639 00:22:16,110 --> 00:22:19,620 This is a look at you and how you've been successful 640 00:22:19,650 --> 00:22:20,580 along the way. 641 00:22:21,000 --> 00:22:22,260 What would you say Alfred? 642 00:22:22,260 --> 00:22:25,440 That's one natural trait that you have that has helped you 643 00:22:25,440 --> 00:22:27,150 to be so successful in your book, 644 00:22:27,150 --> 00:22:28,500 writing and video production. 645 00:22:28,500 --> 00:22:29,130 And all of that. 646 00:22:29,370 --> 00:22:31,200 I like to think that one of my skills is I've 647 00:22:31,200 --> 00:22:33,300 learned to communicate effectively with people. 648 00:22:33,810 --> 00:22:36,360 A lot of people get all tensed up when it comes 649 00:22:36,360 --> 00:22:37,470 to writing or speaking. 650 00:22:37,530 --> 00:22:39,000 And for me, 651 00:22:39,540 --> 00:22:41,070 when I'm doing something like this, 652 00:22:41,070 --> 00:22:43,470 or when I'm writing a book or an article, 653 00:22:43,890 --> 00:22:46,770 I'm pretty much feeling like I'm sitting down across the table, 654 00:22:46,770 --> 00:22:48,270 in the kitchen with a cup of coffee, 655 00:22:48,270 --> 00:22:48,810 with a friend, 656 00:22:49,020 --> 00:22:49,530 and they're saying, 657 00:22:49,530 --> 00:22:51,120 well, what do I need to know about this? 658 00:22:51,750 --> 00:22:54,120 And so I try to not dazzle them with my brilliance 659 00:22:54,120 --> 00:22:57,030 and not confuse them with a whole lot of unnecessary detail, 660 00:22:57,030 --> 00:22:59,100 but tell them what they need to know and how they 661 00:22:59,100 --> 00:23:00,270 can use that right away. 662 00:23:00,540 --> 00:23:02,400 I think that's one of the skills that's brought me this 663 00:23:02,400 --> 00:23:04,770 far, the ability to explain things in a way that people 664 00:23:04,770 --> 00:23:05,340 can use. 665 00:23:05,940 --> 00:23:08,970 And what is a tool that you use regularly To help 666 00:23:08,970 --> 00:23:10,290 you keep productive? 667 00:23:10,620 --> 00:23:11,910 Oh, Evernote, 668 00:23:12,060 --> 00:23:15,000 no question of attic because I deal with all kinds of 669 00:23:15,000 --> 00:23:17,190 content and a whole bunch of different subject areas. 670 00:23:17,280 --> 00:23:18,030 All at once. 671 00:23:18,210 --> 00:23:20,760 I once had a secretary who gave me a sign for 672 00:23:20,760 --> 00:23:22,200 my desk and said, 673 00:23:22,380 --> 00:23:23,730 please don't clean up my desk. 674 00:23:23,790 --> 00:23:26,760 I won't be able to find anything I'll be ruined. 675 00:23:27,120 --> 00:23:30,120 So I am not the tiniest person when it comes to 676 00:23:30,180 --> 00:23:31,200 the managing paperwork, 677 00:23:31,200 --> 00:23:34,440 but a tool like Evernote allows me to just throw stuff 678 00:23:34,590 --> 00:23:37,560 into different folders as I come across it on the web 679 00:23:37,560 --> 00:23:39,930 and wherever and my email, 680 00:23:40,410 --> 00:23:43,110 and then be able to find it again and be able 681 00:23:43,110 --> 00:23:44,160 to call on it when I need it. 682 00:23:44,850 --> 00:23:47,900 His, if you've never used Evernote or don't know Evernote, 683 00:23:47,900 --> 00:23:52,070 I am just beginning to dive into it in true fashion. 684 00:23:52,400 --> 00:23:54,380 It's a little bit different than you think of with a 685 00:23:54,380 --> 00:23:56,930 filing cabinet and files because everything's notes, 686 00:23:56,960 --> 00:23:58,070 but really, 687 00:23:58,100 --> 00:23:59,000 really fabulous, 688 00:23:59,000 --> 00:24:00,080 just like Alfred sane. 689 00:24:00,080 --> 00:24:02,000 So I recommend that you check it Out. 690 00:24:02,410 --> 00:24:05,830 Well, the features that I like particularly about it is one, 691 00:24:06,250 --> 00:24:08,260 it plugs into your browser, 692 00:24:08,260 --> 00:24:09,790 your email software, 693 00:24:09,820 --> 00:24:11,860 whatever. And so you can just, 694 00:24:12,070 --> 00:24:13,030 when you're looking at something, 695 00:24:13,030 --> 00:24:17,170 you can just click on an icon and it will grab 696 00:24:17,170 --> 00:24:19,240 the stuff that you want from that and stick it in 697 00:24:19,240 --> 00:24:19,750 your Evernote. 698 00:24:20,620 --> 00:24:22,060 Another thing I like about Evernote, 699 00:24:22,150 --> 00:24:24,310 all the information is stored locally on your computer, 700 00:24:24,700 --> 00:24:25,870 which I'm old school. 701 00:24:25,870 --> 00:24:26,590 I like that. 702 00:24:27,040 --> 00:24:28,000 But at the same time, 703 00:24:28,000 --> 00:24:29,770 it syncs to a free account. 704 00:24:29,770 --> 00:24:31,810 You have up in the cloud on servers, 705 00:24:31,900 --> 00:24:32,530 on the internet, 706 00:24:32,560 --> 00:24:33,370 it's kept safe. 707 00:24:33,370 --> 00:24:35,620 So if you happen to have a problem with your computer, 708 00:24:36,310 --> 00:24:38,620 all that information is still safe because it's up on the 709 00:24:38,620 --> 00:24:40,390 cloud. Amen. 710 00:24:40,660 --> 00:24:44,830 But the third thing that is absolutely brilliant and incredibly important 711 00:24:44,830 --> 00:24:47,920 to me is that you can have it on your smartphone, 712 00:24:47,920 --> 00:24:48,820 on your laptop, 713 00:24:48,820 --> 00:24:49,960 on your desktop computer. 714 00:24:50,200 --> 00:24:52,660 And as long as you're logged into your account, 715 00:24:53,200 --> 00:24:56,200 anything you saved gets saved to all three devices. 716 00:24:56,530 --> 00:24:58,570 It will automatically sync up your records. 717 00:24:58,690 --> 00:25:01,420 So you don't have to worry about I'm out in the 718 00:25:01,420 --> 00:25:03,220 field. And I came across this thing, 719 00:25:03,370 --> 00:25:03,700 you know, 720 00:25:03,700 --> 00:25:05,320 I want to be able to remember to save it to 721 00:25:05,320 --> 00:25:05,800 Evernote. Well, 722 00:25:05,800 --> 00:25:06,730 you can do it right there. 723 00:25:06,760 --> 00:25:08,290 And then when you get back to your desktop, 724 00:25:08,740 --> 00:25:12,340 it's there already talk about a time-saver what's a time-saver and 725 00:25:12,340 --> 00:25:14,170 an energy saver for me. 726 00:25:14,170 --> 00:25:14,410 You know, 727 00:25:14,470 --> 00:25:15,880 not having to think about things, 728 00:25:16,210 --> 00:25:18,010 saves me a whole lot of effort. 729 00:25:18,310 --> 00:25:19,450 Agreed. Great. 730 00:25:19,450 --> 00:25:22,060 I appreciate your telling us the uses to that gives everybody 731 00:25:22,060 --> 00:25:22,960 a real good insight. 732 00:25:23,620 --> 00:25:25,990 What book have you read lately that you think our listeners 733 00:25:25,990 --> 00:25:27,070 could find value in? 734 00:25:27,610 --> 00:25:29,020 Well, it's kind of big, 735 00:25:29,230 --> 00:25:31,930 but it's very well written and very accessible. 736 00:25:32,110 --> 00:25:33,520 It's actually not all that new. 737 00:25:33,580 --> 00:25:34,570 It's a few years old, 738 00:25:34,870 --> 00:25:37,660 but it's a book called the new rules of marketing and 739 00:25:37,660 --> 00:25:40,270 PR. And it's by a gentleman by the name of David 740 00:25:40,300 --> 00:25:41,290 Meerman Scott. 741 00:25:41,770 --> 00:25:44,980 It's a fantastic book because for me, 742 00:25:45,010 --> 00:25:47,740 the essence of the book is it pulls together all the 743 00:25:47,800 --> 00:25:51,700 flashy stuff about blogging and social media and online video, 744 00:25:51,700 --> 00:25:54,070 and trying to get things to go viral and all that, 745 00:25:54,130 --> 00:25:57,250 and pulls it all together in a really common sense accessible 746 00:25:57,250 --> 00:26:00,910 way. And what it did for me was it got me 747 00:26:00,910 --> 00:26:04,840 out of the old way of thinking about marketing and realizing 748 00:26:04,870 --> 00:26:08,980 the incredible potential of the internet and the digital tools that 749 00:26:08,980 --> 00:26:12,820 we have old marketing used to emphasize outgoing messages, 750 00:26:13,000 --> 00:26:16,000 where you would try to interrupt the reader with a newspaper 751 00:26:16,000 --> 00:26:18,220 ad or a television commercial or whatever, 752 00:26:18,670 --> 00:26:20,650 and try to grab their attention today. 753 00:26:21,070 --> 00:26:23,860 The big focus on the internet is inbound marketing. 754 00:26:24,010 --> 00:26:25,300 When people have a question, 755 00:26:25,360 --> 00:26:28,240 they do a Google search and they're asking a question and 756 00:26:28,240 --> 00:26:29,980 they come to you looking for information. 757 00:26:30,160 --> 00:26:31,060 They're already asking, 758 00:26:31,060 --> 00:26:33,550 looking for the answer is a whole new way of doing 759 00:26:33,550 --> 00:26:38,230 things. Is it responding to their question with content and engaging 760 00:26:38,230 --> 00:26:41,350 them in a conversation about what it is they're interested in, 761 00:26:41,410 --> 00:26:44,220 rather than you trying to interrupt what they're and try to 762 00:26:44,220 --> 00:26:45,990 get them interested in what you want them to do. 763 00:26:46,280 --> 00:26:48,710 And circling back to the whole topic of today with the 764 00:26:48,710 --> 00:26:51,830 videos, if someone lands on your site and then looks at 765 00:26:51,830 --> 00:26:55,100 a video and you're giving them the information that they were 766 00:26:55,100 --> 00:26:57,530 coming to your site to see in the first place, 767 00:26:57,680 --> 00:26:59,390 you are one step closer to the sale, 768 00:26:59,420 --> 00:27:01,010 they might as well just take out their pocketbook. 769 00:27:01,310 --> 00:27:05,840 Exactly. And different studies show that adding video to your website 770 00:27:06,140 --> 00:27:09,470 causes visitors to be anywhere from a hundred to 300% more 771 00:27:09,470 --> 00:27:10,700 likely to make a purchase. 772 00:27:11,300 --> 00:27:12,560 Ooh, I like that. 773 00:27:12,890 --> 00:27:14,570 Yeah. I didn't know that. 774 00:27:14,600 --> 00:27:15,680 I didn't know that stat, 775 00:27:15,680 --> 00:27:16,550 so that's really good. 776 00:27:17,150 --> 00:27:17,960 Those are good numbers. 777 00:27:17,960 --> 00:27:19,130 Yeah, for sure. 778 00:27:19,520 --> 00:27:22,220 We'll give biz listeners just as you're listening to the podcast 779 00:27:22,220 --> 00:27:25,190 today, you can also listen to audio books with ease. 780 00:27:25,490 --> 00:27:27,530 I've teamed up with audible for you to be able to 781 00:27:27,530 --> 00:27:31,640 get an audio book just like Alfred is mentioning for free. 782 00:27:31,880 --> 00:27:34,430 All you need to do is go to gift biz, 783 00:27:34,430 --> 00:27:36,980 book.com and make your selection. 784 00:27:37,700 --> 00:27:38,480 Okay. Alfred, 785 00:27:38,480 --> 00:27:39,470 we're winding down, 786 00:27:39,470 --> 00:27:42,080 but I have one more big question for you. 787 00:27:42,590 --> 00:27:44,570 It's our dare to dream question. 788 00:27:45,290 --> 00:27:47,300 I'd like to present you with a virtual gift. 789 00:27:47,480 --> 00:27:51,890 It's a magical box containing unlimited possibilities for your future. 790 00:27:52,310 --> 00:27:55,970 This is your dream or your goal of almost unreachable Heights 791 00:27:55,970 --> 00:27:57,590 that you would wish to obtain. 792 00:27:58,070 --> 00:28:01,100 Please accept this gift and open it in our presence. 793 00:28:01,430 --> 00:28:03,050 What is inside your box? 794 00:28:03,440 --> 00:28:07,910 Well, it would be a bridge from Pennsylvania to North Carolina 795 00:28:07,910 --> 00:28:10,160 that I could get across in a minute or two. 796 00:28:10,160 --> 00:28:12,020 Oh, and what's on the other side. 797 00:28:12,020 --> 00:28:15,860 Well, I have a son and a daughter-in-law and two grandchildren 798 00:28:15,860 --> 00:28:19,880 up here in Pennsylvania and I have a daughter and her 799 00:28:20,000 --> 00:28:24,110 husband and another granddaughter down in North Carolina. 800 00:28:24,110 --> 00:28:27,680 My current goal is to get my business to the point 801 00:28:27,680 --> 00:28:30,320 where traveling back and forth there won't be any need to 802 00:28:30,320 --> 00:28:31,220 be concerned about making the decision. 803 00:28:31,220 --> 00:28:33,920 Just go whenever we feel like going from one place to 804 00:28:33,920 --> 00:28:34,280 the other. 805 00:28:34,940 --> 00:28:37,640 Now a magic bridge that would shorten that trip would be 806 00:28:37,640 --> 00:28:38,480 lovely to have. 807 00:28:38,480 --> 00:28:40,430 But the main thing is I'm happy that I'm, 808 00:28:40,520 --> 00:28:42,260 I think I've got it under control that I'll be able 809 00:28:42,260 --> 00:28:43,220 to work and make the, 810 00:28:43,340 --> 00:28:43,910 at least the, 811 00:28:43,970 --> 00:28:46,700 the back and forth part happen when we need it to, 812 00:28:47,120 --> 00:28:48,950 well, we're All rooting for you to be able to do 813 00:28:48,950 --> 00:28:50,540 that as frequently as you can. 814 00:28:51,710 --> 00:28:52,640 So Alfred, 815 00:28:52,640 --> 00:28:55,010 how can our listeners get in touch with you if they 816 00:28:55,010 --> 00:28:56,570 would like to talk with you further? 817 00:28:56,720 --> 00:28:59,120 I have a website that covers some of these small business 818 00:28:59,120 --> 00:28:59,870 marketing issues. 819 00:29:00,110 --> 00:29:02,810 That's called the center for small business.com 820 00:29:03,500 --> 00:29:05,810 and you can reach me there. 821 00:29:05,810 --> 00:29:06,770 There's a link there, 822 00:29:06,770 --> 00:29:11,420 but you can also email me@apooratverizon.net 823 00:29:12,080 --> 00:29:16,400 or you'll find me on Google or Twitter or Facebook. 824 00:29:16,490 --> 00:29:18,020 And I'm Alfred poor everywhere. 825 00:29:18,680 --> 00:29:19,730 And as you all know, 826 00:29:19,820 --> 00:29:22,070 if you jump right over to gift biz, 827 00:29:22,070 --> 00:29:25,670 unwrapped.com, you'll see Alfred's show notes page, 828 00:29:25,910 --> 00:29:27,830 and there I'll have all of the links, 829 00:29:27,860 --> 00:29:29,990 including the link to his book, 830 00:29:30,170 --> 00:29:32,120 power marketing for small business, 831 00:29:32,210 --> 00:29:35,600 how you can boost sales with low cost video. 832 00:29:35,810 --> 00:29:38,930 And I'm sure that expands even further based on what we've 833 00:29:38,930 --> 00:29:39,710 talked about today, 834 00:29:39,710 --> 00:29:40,370 right? Alfred, 835 00:29:40,580 --> 00:29:42,430 absolutely. Wonderful. 836 00:29:42,550 --> 00:29:45,280 Well, thank you so much for all of your really, 837 00:29:45,280 --> 00:29:48,640 really unique insight things that I haven't heard before and ideas 838 00:29:48,640 --> 00:29:51,130 that I know our listeners can really use. 839 00:29:51,430 --> 00:29:54,220 I appreciate your taking the time sharing all of your knowledge 840 00:29:54,220 --> 00:29:57,190 today and may your candle always burn bright, 841 00:30:01,830 --> 00:30:04,950 Learn how to work smarter while developing and growing your business. 842 00:30:05,130 --> 00:30:08,670 Download our guide called 25 free tools to enhance your business 843 00:30:08,670 --> 00:30:09,210 and life. 844 00:30:09,420 --> 00:30:12,030 It's our gift to you and available at gift biz, 845 00:30:12,060 --> 00:30:16,500 unwrap.com/tools. Thanks for listening and be sure to join us for 846 00:30:16,500 --> 00:30:17,460 the next episode. 847 00:30:18,600 --> 00:30:21,540 Today's show is sponsored by the ribbon print company, 848 00:30:22,260 --> 00:30:24,840 looking for a new income source for your gift business. 849 00:30:25,140 --> 00:30:29,340 Customization is more popular now than ever grant your products with 850 00:30:29,340 --> 00:30:31,470 your logo or print a happy birthday, 851 00:30:31,500 --> 00:30:34,080 Jessica ribbon to add to a gift right at checkout, 852 00:30:34,740 --> 00:30:37,350 it's all done right in your shop or cross studio in 853 00:30:37,350 --> 00:30:40,920 seconds. Check out the ribbon print company.com 854 00:30:41,010 --> 00:30:45,060 for more information after you listened to the show, 855 00:30:45,150 --> 00:30:46,470 if you like what you're hearing, 856 00:30:46,770 --> 00:30:49,560 make sure to jump over and subscribe to the show on 857 00:30:49,560 --> 00:30:53,370 iTunes. That way you'll automatically get the newest episodes when they 858 00:30:53,370 --> 00:30:53,910 go live. 859 00:30:54,570 --> 00:30:57,300 And thank you to those who have already left a rating 860 00:30:57,360 --> 00:31:02,040 and review by subscribing rating and reviewing help to increase the 861 00:31:02,040 --> 00:31:03,870 visibility of on route. 862 00:31:04,440 --> 00:31:06,060 It's a great way to pay it forward, 863 00:31:06,270 --> 00:31:09,330 to help others with their entrepreneurial journey as well.