Episode Transcript
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0:16
And growing a small business. The Small Business Show is the official podcast of Garuda promo and branding solutions.
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Hello, everyone. You're listening to the Small Business show.
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My name is Swayer Ho. You can also call me the Promo Guy.
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My guest today is Mariana Henning from Brand Magnetic.
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Marianne is an Emmy award winning documentary filmmaker with plus years of experience in
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major news organization like NBC, The Today Show, the New York Times, watch the Adrenal,
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Time magazines, Peacocks and more.
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She's passionate about helping entrepreneurs with visually compelling personal and
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intimate storytelling that create massive emotional connection.
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I have a lot of questions for Mariana, but before that, welcome to the show.
1:03
Thanks, Wyatt. Great to be here.
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I'd love to find out more about the backstory behind Brand Magnetic from a filmmaker.
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How did you make the transition now to helping small business professionals to tell their
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own story?
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And what do you like most about it? Oh, my goodness.
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I probably could talk about that for an entire hour.
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Well, the transition, as you said, I'd been working as a documentary filmmaker for about
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15 years, but really, I'd been kind of a closeted entrepreneur my whole life.
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I started my first business when I was six years old, asking my neighbor to empty out
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their garden shed and create a little school there for kindergartners who were getting
1:35
ready to go to first grade, and I charged them $0.25 apiece, which was what I called the
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ultimate low ticket course.
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And then after that, I've kind of always been obsessed about having my own money and just
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sort of be in control of my own finances, although from a career perspective, I freelance
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for a while.
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But then I was at NBC for a long time and just kind of didn't think I had the chops,
2:01
actually, although I had the desire and was always fascinated about marketing and sales.
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And so after such a long time at NBC and kind of such a long time in the industry, I knew
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I had kind of hit my salary ceiling, if you will, for folks that were in the field doing
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what I was doing.
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I really didn't have any peers who were making more money than I was.
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And I was like, okay, well, I think I don't want to manage people.
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I don't want to be like, a showrunner for a broadcast show in NBC.
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And I just thought, I'd gotten to the point in my life where if I don't do it now, will I
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ever do know?
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Will I ever just start my own business? And so when I left NBC, I didn't know I was going to form Brand Magnetic, but it was just
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a lot of soul searching, a lot of really thinking about myself and what aligned with what
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I love the most.
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And I realized, you know what? I love entrepreneurship, I love sales, I love marketing, and I love emotional, personal,
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intimate storytelling that I've been doing for so long.
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And when I look at the business world, I focus specifically on online businesses.
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But when I look at all of the business world, there are so few businesses that are really
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tapping into personal, intimate connection with video storytelling.
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So telling your story in a way that will really move audiences emotionally.
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Obviously, commercials do that, right? And there's also something called branded content, which a lot of big corporations kind of
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invest in, but those still tend to be very scripted, very cut and very cooked in the
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kitchen, if you will, like sentence by sentence, sometimes word by word.
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And I was like, you know what, there's so much beauty and power in documentary filmmaking
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that I don't see being used in the business world in a way that it could be.
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And so it kind of was the combination of these two amazing passions of mine.
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I was like, I'm going to bring what I know how to do really well, which I love doing, and
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apply all these principles of marketing and sales, like conversion principles, right?
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Connecting with your audience, what resonates with your audience, like really
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understanding what your core story is.
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So in documentary, we focus on what's the best story, if you will, or what's the story
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that's really going to grab people.
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And those elements are present too in a brand video, but it really is about understanding
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your audience.
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What are your business goals, how do you want your audience to feel after watching your
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brand video?
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So really taking that into account, that's the Holy grail, if you will, of a brand video.
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And I think I've answered what I love most about it too.
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Thank you for sharing. I think with your experiences in documentary filmmaking, it's very helpful because as we
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know, you will study a subject or you study something that happened in history, right?
5:07
So it's really depending on your creativity to retell the story.
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It could be boring if you tell the wrong way or you can make it as interesting as
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possible.
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Nowadays, with the online distribution, with the online channels that we have, there are
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actually more subject based on the same person in a different perspective.
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It changes how I, for myself, look at a certain things and certain subject, right?
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So by telling the right story, it's very important.
5:37
I want to ask you this question because with your background, obviously you have all the
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technology, you have the knowledge.
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So in your view, what would you consider a brand video?
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Right? So my bread and butter, my entire like, I live and breathe brand videos.
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So I think people might call them might see them differently.
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Some people call them brand films and different production companies.
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But what I work on is a two to four minute video that tells your story in a way that
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emotionally connects with your audience, makes them feel a certain way.
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But most importantly, the idea is you're killing a painfully long sales cycle.
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You're building trust faster, and you're ultimately selling more quickly.
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And so that's the conversion tool aspect of the brand video.
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And in terms of experience, it's something that's not a marketing video where you don't
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actually talk about your offer, you don't talk about the features of your offer.
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You're not presenting yourself like you would in many other videos, or you're not there
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providing value, which is I have a huge beef against this concept of always be providing
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value.
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I actually just released a reel on my Instagram about that.
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We hide behind this idea of providing value, of always wanting to be seen as the expert,
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right, for our expertise.
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And the brand video focuses on who you are, what are your values, what drives you to do
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what you do, what are the things that will make people really connect to this person
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behind the offer.
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I work a lot with coaches, so this is like a very easy to understand marketing tool for
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them.
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But honestly, think about how much more we buy nowadays based on our values and how much
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we support companies whose values we align with.
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How much more? So when you're a small business, can your audience connect with you once they get to know
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who you are, what you stand for, what drives you to do what you do?
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All of those things are the story that you tell in your brand video in two to four
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minutes.
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So it's like very crafted where there's an entire process that we go through to get to
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that perfect script that will be your brand video.
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Now, there are lots of different ways that we make it conversational.
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We make it not sound like you're reading a script.
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The beauty also comes in the edit. When we put that all together again, it doesn't feel like you're watching a marketing
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video like anything.
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It feels like you're watching somebody's story and you're like, whoa.
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Now I've gotten to know who Swire is and I understand what his business is.
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I'm attracted to his business because now I've known who he is and I resonate with him and
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I identify with his values.
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So many points, and I love this conversation because you are on a different perspective
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than what I've been used to hearing.
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I've learned from experts that you have to be the expert in your field, and then you got
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to be ready with all the questions that people throw at you.
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For example, when you're a politician, any question that they answer you, you will somehow
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deflect it, and then you go back to the statement that you are.
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Supposed to make anyway. Yeah, there are people like that in business, but you're saying we should actually tell
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more about who we are and find the story within us or within our brand so that we could
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connect with the audience that will feel like us.
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That kind of goes into we actually filtering people that we love to work with.
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We're actually filtering out people that don't want to work with us anyway.
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Because if you stand for a certain thing, then you might already eliminate a group of
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people that would not resonate with you.
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How does that work with your experience?
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How do you bring out that story from people?
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First of all, that's such a great point to make.
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Not only are you doing yourself a service by filtering out folks that wouldn't be a good
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fit for you, you're also doing your audience a service by self identifying with you or
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not, right?
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How awesome is it to know right away if you connect with someone or if you don't?
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And honestly, most times I'm guessing people will connect with you.
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They'll connect with you more by having gotten to know you.
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The path that we kind of take to find out what I call your core story, some folks kind of
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already know it.
10:00
And these are people who have already told their story in some ways, or maybe they have a
10:00
podcast.
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And the two questions that I ask my students, how do you want your audience to feel after
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watching a brand video?
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That's a really important question because we're going to choose which story to tell based
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on that feeling that we want to achieve.
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And that feeling, how you know what that feeling is, is by studying the audience that has
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just bought from you, right?
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The folks that have just purchased your offer, your product, whatever the case might be.
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What was that that convinced them? What was that feeling that really triggered that action to purchase?
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The second question I asked them is what do you know resonates with your audience about
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your story?
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Or what do you know about them that you know you have commonalities right?
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And that can be both things that have actually happened to you.
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Again, a lot. What if coaches, they coach people who are going through similar things that they have
10:56
gone through, but what are the specific aspects that you know your audience is like, oh,
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I've been through that.
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I know what you're talking about. Oh, you're in my head.
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You're using my words. If you're getting those signals from your audience, hang on to them because those are
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gold.
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Those are really important touch points where you're making that connection with your
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audience.
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So the connection of emotion, we want to be in that field of emotion, what's called like
11:19
narrative transportation, because it's in that space, it's in that sort of universe of
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your brain where you're not thinking about price, you're not thinking about do I have the
11:19
time?
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Do I have the money? All these objections that we all have to buying things are basically dead once we make
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that emotional connection.
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Kind of fixate on the experience, the transformation.
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But I want to be sold into it's so funny because the word sales and being sold has such a
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negative connotation.
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But how much do you love buying something that you love, right?
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Think about buying your favorite car or going on that vacation and paying a ton of money
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for it.
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How amazing is it to be able to purchase and buy the things that we want that are going to
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help create that feeling for us?
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And I'm not talking about the actual iPhone.
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I'm talking about connecting with our families through the iPhone, just as an example.
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Right. It's like the experience that we get behind that product.
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Those are the two questions that I ask. What do you want your audience to feel after watching a brand video?
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What are the things about your different stories?
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So in the beginning, we start with like let's list all the stories.
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This is if you kind of don't know if there isn't like a core story or a very clear,
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obvious story.
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What are the things that, you know, resonate with your audience in their experience, in
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their universe that we can capitalize on to make those connections?
12:54
Yeah, I think that's interesting, but I don't know if you encountered that a lot.
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But thinking about that, I have some question of my own, right?
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So do I.
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Or we have to be on the camera. What if we don't feel right being in the camera?
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There are some of us, like me included, I could talk with you for a long time.
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We are on a podcast. You're on the camera right now.
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Yeah, but if you have me talk to a camera about, let's say you give me five minutes, even
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if you have the perfect script for me, if I read that to the camera, I will be like a
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robot.
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I will be stiff, I won't be talking like I'm doing moving my hands right now.
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I'm sure that there are a lot of us out there.
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So once we uncover the story and a lot of the conversation, I think people will tell you,
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I want them to buy from us after they watch the video.
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I want them to call us now.
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But sometimes does it take longer or what should we expect, right, to have that video to
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do?
13:54
And what if we are kind of shy or never done a video in front of a camera before?
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Well, if you've never ever done video before and you're not doing a video podcast like you
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are, brand video is kind of an advanced it's a bit more of an advanced marketing tool.
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So I would recommend just start with showing up on Instagram, start on smaller things that
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are easier social media content that's a bit easier to get used to.
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A brand video is if you are not completely camera shy.
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Like you kind of have to have a little bit more experience for it to work out.
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It's going to be a bit more painful if you don't have that experience beforehand.
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But to answer your question. Wait, there was one question about what do you do if you're shy on camera?
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And then the other one, what should we expect?
14:45
The video? Yeah.
14:48
If I would have to invest my time and money and effort to do it, I want people to buy now,
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right away.
14:55
Don't we all want that ROI? That immediate ROI, right?
14:58
Well, as with everything, if you're launching an ad campaign, it takes a while to kind of
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learn what works, filter out the ads that don't work, kind of edit, copywriting, and kind
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of tweak and transform.
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So a brand video is not a magic wand that you wave, and then all of the sales are going to
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happen immediately thereafter.
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But the nice thing about the brand video is that it's going to make you stick.
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So a lot of times, we have competitors, right?
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I actually kind of don't have a competitor, so I never can use myself as an example.
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Not yet. I'm sure there'll be other brand video folks, but if you look at all your competitors,
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you're always competing against them in the sense that you need to stand out.
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You need to make your story be different than theirs.
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You need to have audiences remember you versus them when it comes time to buy.
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Right? And this is the power of the brand video.
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It helps you stand out. But that's kind of a generic way to put it.
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It helps you be remembered. It helps your audience know that the person behind this brand is this guy.
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And I actually really liked his story. And you know what?
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It doesn't mean that they'll buy immediately.
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There are other factors involved, like how big is their pain point, how big is their
16:09
desire?
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But when it comes time to buy, that brand video is the one video that they watch, and
16:13
afterwards, everything that they see from you.
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So all the effort that you put into your email marketing, into your social media
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campaigns, into everywhere that you're, into your podcast, into your lives, everything
16:22
that you do is going to be seen through the lens of that brand video.
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Essentially, every time that person sees your name, sees your face, they're going to
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remember your story.
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And that's the power of the brand video. That means that it multiplies the impact that all of your efforts will have from here on
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out.
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Think about this. This is a very easy thing to illustrate.
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Think about the people that you follow online, the brands that advertise to you, the
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things that you are kind of exposed to.
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And then think about your friends when you see them online, when you see them on social,
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when you get an email from them.
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Think about how differently you react to getting something from a friend than you do from
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getting something from a brand, from, like, a company, a business right, that's trying to
17:08
sell you something.
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The power of the brand video is that you are going to be so much closer to being seen as a
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friend.
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So that when people see your name, when people see your business name, when people get an
17:24
ad from you, or when they see your social media content, it's not just that company.
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It's Swire. It's Rebecca.
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It's Jacob. I love that I have a friend, like, he likes to figure out gadgets, and he always buy
17:39
gadgets from Costco, from a lot of different places.
17:49
And I listen to him. So he already convinced me to buy a vacuum.
17:55
It's a $1000 vacuum. He convinced me to buy a camera because he's just like, whenever I see him, right, when I
17:56
go to his house, he always showed me all his newest gadgets.
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And because he's a friend, he doesn't sell those things, but he got me into it.
18:10
So, like you're saying, so you're like a friend who recommend or have the know how in your
18:10
own expertise, and basically you're guiding them, or maybe you don't have immediate call
18:10
to action, right?
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I'm just showing you how to use your camera.
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I'm just showing you how to use your fill in the blanks strategy.
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So when you're ready, when you're at that point, then you want to work with your friend.
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I think that's a really good strategy, but it takes a while, right?
18:39
So for small business professionals who come to you say, miranda, I need something quick.
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I need to be out there. So what would you tell them?
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How long a process and how far along we should nurture our oh, that's.
18:55
Really just to kind of finalize on that story about your friend with the gadgets.
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So his brand video would probably really dive deep into his love of gadgets and his love
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of taking things apart.
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And how amazing is that?
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We love people who are passionate about things and think about how we read reviews on
19:08
Amazon before we buy some.
19:16
These are complete strangers. We have no idea. But we care about the opinion of someone who's not the business selling us this.
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So it's almost it's a little bit like that in the sense that once we connect with you,
19:22
we're not just connecting with the business that's trying to sell me something.
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But yeah. So to answer your question, it's not an overnight thing, but there are a couple of
19:30
different ways to approach it.
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You could have your brand video done in as little as a week.
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It depends on kind of how far along you are into understanding your messaging,
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understanding who your audience is.
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What are those things that resonate with them?
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Are you somebody that kind of thinks visually already?
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Because that's one of the sort of chapters of the process, is like, thinking about how to
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illustrate this visually.
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And of course, I have a billion examples and so does that come easily to you?
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Do you need a little bit more help with that? In my program, my sort of core program is I'm helping you with all these steps, and then I
20:03
hire a vetted cinematographer to come to you and film you for a day.
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And then after that, my team takes on the edit.
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And editing is a little bit like building a house where you could build something quickly,
20:16
and it probably not look that great.
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So editing takes a little bit of time. We usually budget about like, three weeks or so, and then you get a little bit of edits.
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Normally the edits that I get from my students are very minimal.
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I really try to give them something that's like, awesome right off the bat.
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But then I also have Brand Video Academy, which is a course where you do this all on your
20:35
own.
20:41
I show you how to film with an iPhone very easily and also edit with your iPhone.
20:45
So it really is how much time are you willing to dedicate to what's your availability?
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Can we knock this out in one week?
20:52
Yes. Obviously not full time a week, but just kind of piecing out the different tasks so you're
20:53
not doing everything in one day.
21:00
You could I just recommend you give yourself a little bit of time to think about your
21:00
story.
21:05
That's the part that takes if you don't know right off the bat what your story is.
21:09
And most people have a good idea, or maybe they don't know at all.
21:13
So sometimes it just takes kind of digesting it, leaving it in your mind for a little bit,
21:13
and then obviously getting feedback, which is really important.
21:21
But yeah, I would say anywhere from like a week in a very short time frame to about six
21:21
weeks or so.
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Want to ask you this question. For example, connecting with the audience.
21:34
When us who are not in the industry think about why people buy from us because we're
21:34
cheap, we're local, our food tastes good, or our product is just awesome.
21:45
So once we find the connection with the audience, what is the process that you could bring
21:45
out the right message?
21:53
Because it could be very standard message, but if you have the right team, the right PR,
21:53
and in your case, a documentary background so you can bring out the best, even if the
21:53
answer to you is ordinary, how do you bring out and make that point shine and ultimately
21:53
connecting with the audience?
22:13
I think it goes back to the idea of understanding your audience in and out.
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Most businesses at least try to sort of be niched and speak to one person.
22:23
If you don't speak to one person, you're speaking to no people speak to somebody, or else
22:23
you're going to speak to nobody.
22:29
So if you really understand that person in and out, you kind of identify what the parts of
22:29
your story that will resonate with them are.
22:37
And that's how you make that connection. Again, it's that feeling of like, you want the person watching this brand video at the end
22:40
of it to be like, wow, he really gets me or I get him.
22:50
There's a connection there. That's what that means, right?
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What does it mean to connect with your audience? It means that they're walking away knowing something about you that actually kind of
22:54
changed something inside or made them feel something.
23:02
Which depending on how you craft your marketing message, at the end of the day, a
23:02
marketing message is still a marketing message.
23:09
So there's probably going to be some sort of filter of like, I know I'm being sold to, I
23:09
know that they want money from me.
23:15
But your brand video is purely we're connecting on a human level.
23:20
We're talking about emotions. I'm taking on you on this journey with me to understand because I understand how you feel
23:23
and I know that you'll resonate with how I feel.
23:32
Then do you think we'll go into a niche that may be too tight, for example, using me
23:32
example, right?
23:41
So I feel like the audience that normally buy from us because we're in the promotional
23:41
product space, a lot of them who are tech savvy already gone to a supplier who have online
23:41
shopping carts and all the online experience, I found that the people come to us want to
23:41
speak to a human being.
23:59
And when you online company, sometimes you don't talk to nobody, right?
24:04
They are somehow on a rush. They're somehow unique and they feel like they want to speak to someone.
24:09
So I know that people order from us normally with that.
24:13
So if I have a video that really cater to them, am I eliminating all the online, which in
24:13
our industry is big?
24:21
So do you suggest we have multiple branded video or this is what we are and then we're
24:21
sticking with that?
24:28
It kind of depends on your story, but I guess you have to wonder what kind of clients
24:28
would be repelled by having a human behind the brand and whether you really want them,
24:28
your customers.
24:39
I think for the most part you try to target the folks that you want to target, right?
24:45
And unless you have really extreme views, you're probably not going to actually really
24:45
repel anyone.
24:51
They're just going to get to know you better.
24:53
And again, to that point we made earlier, make that decision for themselves, whether
24:53
you're a good fit for them or not, whether you're the person they want to work with and
24:53
it's okay if you're not.
25:04
And I think the beauty of business is accepting that we're not for everyone and we can
25:04
serve our audience the best when they see us as the best and we're focused on them.
25:16
And so I really believe that we can only grow and there's only a lot that we can gain from
25:16
focusing on the people that we truly want to serve.
25:29
And obviously if the folks don't fit that mold specifically and they still want to connect
25:29
with us, they still want to buy from us, great.
25:36
But at the end of the day, just to kind of be speaking to that audience that we want to
25:36
target is incredibly powerful.
25:43
And again, unless you have like, a really intense opinion about people like that.
25:49
Some people like that, some people like exactly craziness.
25:53
And there are all kinds of personality now.
25:55
There's absolutely and I think it's been proven.
25:59
I mean, we had a president in power who proved this for all to see that it's important to
25:59
own your truth and you're going to attract those that you attract and you're going to
25:59
repel those that you're going to repel.
26:11
But just kind of stand on your own 2ft and don't try to please everyone.
26:15
I would say don't have multiple brand videos. Have one.
26:18
Have one that really speaks the message that you want to speak.
26:23
Can you share an example? And I understand don't give out all the details if you don't want to.
26:30
Like that. Brand video had helped a company.
26:33
Oh, yeah. So we're in the process of us studying the ripple effects of brand video in different
26:35
businesses.
26:43
So far, what we've seen is like a spike in sales.
26:46
We've seen glowing reviews.
26:48
Those are kind of public for folks to see.
26:51
It's a lot of, wow, I never knew this about you.
26:54
Wow, this is beautiful.
26:56
This is amazing. Folks that had smaller audience, folks that had bigger audiences.
27:02
We have not had a single negative comment from a brand video, which I'm sure will come,
27:02
but that's okay.
27:08
And so, honestly, the positivity has been a lot in sort of the engagement that we've had
27:08
around the brand videos once they're published.
27:18
It's a little bit like tracking. It's not like an ad where unfortunately, we can't track the lifetime of the ad or of the
27:20
brand video until the person actually clicks on a purchase button.
27:31
I'd actually love to develop that technology where if we can track the person who's seen
27:31
the brand video and how long does it take for them to actually purchase, I'd love to one
27:31
day have that data.
27:42
I don't have it quite yet, but it's a little bit what I imagine, like putting an ad on TV
27:42
might be where you're like, I'm hoping people will see that you base it on metrics, but
27:42
ultimately, when is that person actually going to buy the Coca Cola or whatever they saw
27:42
the ad for?
28:01
It's a little bit better than that because we actually see the engagement on social, but
28:01
to actually track the purchasing, we're not quite there yet, but I'd love to get there.
28:10
Yeah. I could think about all the most frequently asked question or people sometimes assume a
28:11
certain industry or product if you go on a camera and maybe address some of it already.
28:21
So people already can make the decision.
28:24
Because if you browse online on Google after Five website, they.
28:30
All look the same. But if you have a video somewhere that explains who you are, what kind of business that
28:30
you're in, and what do you stand for, so you can actually convert people who are just
28:30
randomly going through website and don't really care what their company does after a
28:30
while.
28:47
So I think that is a good fire.
28:51
That's an amazing point. You've we're we live in the era of templates and websites kind of all look the like
28:52
everything just sort of blends in after a while.
29:00
There's a fellow by the name of Colin Boyd.
29:02
He also talks about crafting your story, your own story more for speakers.
29:07
And he talked I love this sort of metaphor that he uses, which is like, it's blender gray.
29:14
If you put a bunch of things in a blender and blend them all, they all look like blender
29:14
gray.
29:18
And that to me, is what a lot of professionals look like.
29:21
A lot of businesses look like. They all have similar messaging.
29:25
They all kind of look the same. So your story is the thing that makes you stand out in the fastest stickiest way.
29:35
Ultimately, your offer is not going to be exactly like somebody else's offer.
29:39
Hopefully, it's not exactly like somebody else's offer where you're probably then
29:39
competing just on price.
29:44
But the idea of connecting with your audience through your story, that is the thing
29:44
they're going to remember.
29:49
That is the thing that's going to make you memorable.
29:51
It's going to make you stick out. It's going to make you stand out from everyone else.
29:55
So, yeah, I think you're absolutely right. So, Mariana, for audience who want to reach out and talk to you more about the story that
29:57
they want to tell, what would be the best way to reach out to you?
30:06
Yeah, sure. So I have the brand video starter guide on Brandmagnetic.com, and then you can always find
30:07
me on Instagram.
30:13
There you go. You've got the link handy Dandy, right there, which is just brand magnetic.
30:19
Yeah. And I'd love to hear from folks. I'm kind of new on Instagram for now, so engagement still visibility is still a little low
30:21
at this point, but very happy to connect.
30:30
And again on brandmagnetic.com. I have the brand video starter guide.
30:33
So if you want to get started on thinking about your story and what would this look like
30:33
and how would I actually put this together, that's a great place to start.
30:42
Thank you so much for coming on to the show today. I learned a lot.
30:45
Thanks, Wire. It was awesome having you.
30:47
You had me. Take care.
30:52
Thank you for listening to the show. If you enjoyed this episode, please subscribe to the podcast and share with your friends
30:54
or colleagues who might benefit from the conversation.
31:02
Any questions or feedback, feel free to reach out to me on LinkedIn.
31:05
I'd love to connect with you.
31:07
00 P.m.
31:12
Pacific Standard Time. I'll see you next time.
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