3 Marketers Podcast

How To Create YouTube Content That Sells With Marley Baird [Episode 71]

MARLEY BAIRD YOUTUBE

YouTube isn't just a place for home tutorials and dancing cat videos anymore (although they certainly make the world a better place).

These days there are YouTube channels packed full of highly polished and produced video masterpieces, teaching us everything we need to know. So how do you get your videos into the same YouTube league?

Marley Baird is here to talk us through her strategies and techniques for getting your audience hooked into your products and services on YouTube.

Get ready for tips on scripting, planning and production, and much more…

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All these perfectly polished YouTube videos we see, are people scripting them or winging it? Or a combination of both?
  • YouTube videos people will be finding for years to come.
  • We don’t script the whole thing word for word unless it’s a topic we want to be more polished. 
  • At least have a format. Have an intro that hooks people in. It drives them to the conversion, we want them to take that call of action and compel them throughout the video. So definitely scripting the into and then even just bullet points and then an outro that drives them to this call to action.
What techniques do you use to to get people interested in your content?
  • The first thing that they hear really needs to hook them in.
  • Introducing yourself and your credibility is how people are going to know that they want to listen to you, have them say ‘here is something I want to give all my attention to, this is what I need now'. 
  • You have to frame the message in a way that you’re not dragging the audience kicking and screaming but you’re showing them the path and get that emotional response you need to have them follow your call to action.
  • There are visual learners and auditory learners and if you can paint that picture in all those different ways that’s really how you’re going to hook them and get that emotional response from them 
  • People are going to make decisions based on emotions and how you make them feel.
What is your starting point?
  • I like to script out the intro, especially if I’m telling a story. I want to make sure I’m really hooking them and bringing that emotional piece to it.
  • Script the intro word for word, it’s only a few sentences so it doesn’t take much to do that. 
  • Then I bullet point the middle so I get all my talking points. Otherwise, you could ramble which makes it harder for editing too because you don’t have an actual format, and it makes it harder for the audience to follow the storyline.
  • Script into. Bullet point middle. Script outro.
How do we remember these lines? Do you memorize them?
  • The intro doesn’t have to be too long, it can be a couple of sentences. 
  • There are teleprompter apps that are easy to do on your phone or a little attachment for your camera. 
  • I still have bullet points up on a whiteboard off-camera or something like that. 
  • Helps us understand where we are going to next so it’s easy for the audience to follow.
Do you start to visualize what this video might look like when it’s finished?
  • Before we hit record we are doing some of the keyword research and competitor analysis of what’s on YouTube.
  • I don’t want to make a video I want people to watch, I want to make a video where I have data to know what people are watching so I can position it the right way to speak to exactly what they are looking for.
  • Then I will write the intro, outro, bullet points and from that make a shot list of here’s the b role, here’s the location.
  • The first 15 seconds of the video are really important to hook your audience. If you get them intrigued in the first 15, there is a better chance of them watching the whole way through. 
  • So I put more effort especially into the intro, something funny or something interesting with editing effects.
  • It is more efficient if you plan it out before you film it.
You use a technique that you call sleight of mouth, tell us about that.
  • You don’t want to just tell your audience, you want to show them. Give them that visual or emotional shift because people are going to make decisions based on emotions.
  • Your storytelling has to overpower their stories or false beliefs that they are telling themselves, so if you're able to shift and to use words to help them to see that instead of just telling. 
  • There are fourteen sleight of mouth patterns. The chunk up pattern for example, what’s a common objective of sales. 
  • A consequence, for example, direct attention to the effect of whether it’s positive or negative of their beliefs.
  • The generalization defined by that belief, what changes or is going to reinforce their belief.
  • Acknowledge concerns which will allow them to focus on what matters.
  • Analogies, finding a relationship defined by that belief that challenges or reinforces the generalization.
  • Reinforce the belief that or the fact that people operate from their perception of the world in order to build their beliefs.
What’s our opening hook? What do we have to achieve in that opening part of the video?
  • Something that’s going to draw people in, get them comfortable and be interested in the rest of your video.
  • Make sure videos have a storyline, hooks them in, makes them laugh.
  • We want it to be something that is the peak that pulls out that emotion so that they want to settle in and watch the rest of the video.
How do we transition into the main bulk of the content?
  • Verbally. And then a two to three-second montage with a blooper or something you're demonstrating.
  • It has to be two seconds because you have to get right into the content.
  • If there is movement it definitely keeps the audience intrigued.
  • The choreography or just the planning of it has to make sense.
  • Something we call attention resets in our editing, even though we might be standing still, the editing should show a different image or B roll or changes the frame so the audience isn’t just looking at one thing the whole time. 
How do we get content that is structured enough where we are good at delivering it, but equally the script doesn’t sound like you are saying different things every video?
  • It’s a common thing. Think about how people are finding your YouTube content. YouTube is a search engine, so they may be finding this video for the first time. 
  • There is nothing wrong with repeating important teaching points because if that’s your message, people do need to hear it.
  • Think of the people you follow on social media because they share in a way that intrigues people and shifts their emotional beliefs. So there is nothing wrong with saying it multiple times.
In this modern world, what do we do to get people to take this action, what’s an acceptable action to get people to take in that video? What’s a legit way of asking for that action?
  • Every video needs to have a call to action.
  • You have to ask for it if you want them to take that next step with you.
  • The intention of every video is providing them with that value where they are intrigued and they now have a solution. 
  • Don’t think of the call to action as spammy. It’s not spamming, it’s giving them more value. You solved problem A, what’s problem B, so you can have it in a lead magnet to the link below. 
  • Something automated. Something that’s easy, downloadable, providing them a ton of value that’s allowing them to know, like, and trust me more. Then you have done your job.
  • You have to warm them up and have multiple different touchpoints before they trust you or like you enough to hand over that cash.
What are you finding are some strong offers? How are you building that into the script?
  • It depends on what’s next, what’s the value ladder you want to bring them to. It just has to be something that gives them tangible take always, like checklists, or ebooks. 
  • Yours can still stand out with what you are actually giving them in that ebook if you are showing a new thing they see as very valuable. 
  • The more value or time you give them is going to warm them up more toward maybe getting a higher ticket price point, to get them to sign up for your products or services.
MARLEY BAIRD YOUTUBE
QUICKFIRE-ROUND-IMAGE-WHITE

A book that you would recommend…
Expert Secrets by Russell Brunson

What is your top success habit?
Commitments, writing everything down.

What are your favourite apps right now?
Productive is great!

Here’s the big one… who do you like more, Rob or Kennedy?
Oh, I can't decide!

Finally, where can folks go to find out more about you?
My website is marleybairdmedia.com or you can find me on YouTube.

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