Paddy: [00:00:17] Welcome back to the Story Matters podcast. And this is the fourth, in a four-part series, on storytelling in the digital age. And today's episode is mapping the digital journey. Welcome, Sam.
Sam: [00:00:28] Welcome Paddy.
Paddy: [00:00:29] What are we going to cover today, Sam?
Sam: [00:00:31] Today is part four, called Mapping the Digital Journey. And what we've gone through in the last three episodes is a bird's eye view of storytelling. Why story matters now, more than ever. I went deep into the history of storytelling and the future. Which I liked to bring, as a historian, I think history's the most useless profession or discipline you could study and the most useful. Because from a user perspective it's very hard to get a well-paying job as a straight up historian.
There's a few history teaching positions, but when I look at historians who've studied history and applied in other professions, like Supreme Court justices, generals, and politicians in America, it's a very useful discipline. So the ability as a business owner to zoom out away from your business, even your industry, even business itself, and get other ideas is very important. So that was the first lesson, I brought you a bit on that intellectual journey.
Sam: [00:01:40] The second episode was about, who is your hero? And defining your hero properly with exercises we have our students do to choose and really map out their hero, get inside their head. And then the last episode was about writing the hero's journey and we went deep into Joseph Campbell's Hero's Journey construct and how to map that onto your marketing thought process. Around your ideal client, the story they're living right now, the story they want to live, and how your offers can help them get there.
And today is the last and most important part which is mapping the digital journey. And the reason I say that is, a great story is essential. It's it's like the price of admission for success and marketing. But a great story that's not well executed, that's not put out there in a way that people can consume it in the digital age, which is very complicated, is worthless. If a tree falls in the woods and nobody hears it did it fall? And that's we're going to be talking about today, is how do you make your story, which can be great and we talked about that in the last few episodes, how do you actually get it out there? And this is 80 percent of the game in marketing is getting your story out there so that people actually have a chance to listen to it.
And also, you can have a great story, but you can do a few small things wrong in technology or sequencing or your e-mails, your ads and that can make a huge difference. And knowing all these little tricks, and I hate to go into tactics too much, but it is essential, and we are going to go into that. Because the end of the day if you can't get your story out there and people listen to it it's not going to be worth anything.
Paddy: [00:03:36] Sam can we listen to this podcast without listening to the first three? Is a health warning for listeners right now.
Sam: [00:03:43] I would not recommend it. So if you're receiving this podcast and you haven't listened to the first three, I would go back and start with those because of episode one, two, and three, which are the first episodes of the series, are really foundational. And once you do that and go through that thought process this will make a lot more sense. But that's a personal choice and if you haven't listened to the first three episodes then, and you want to keep listening to this, good luck. But maybe afterward you'll be inspired to go back and see what you missed.
Paddy: [00:04:15] Okay, so what are we going to cover today then?
Sam: [00:04:16] And so today we're going to talk about mapping the digital journey and following the Hero's Journey construct. I've broken down your digital funnel into three main phases. The first phase is entering their story. And what you have to understand is there is a time before you and your client's story and their hero's journey and you need to understand where they are right now, exactly where they are. And that's why mapping the hero's journey is so important is when you know where they are you can decide you can design precisely the ad, video, and the platform in which you need to meet them to enter their story.
"But a great story that's not well executed, that's not put out there in a way that people can consume it in the digital age is worthless."
And we'll talk about that first and the tactics of how to enter the story and the structure and really give you some practical examples of that.
And then the second part of it is once you've entered their story you need to inspire them to follow you down the hero's journey or the potential hero's journey that they could be living. And that's going to be the second phase which is writing the hero's journey and the writing the hero's journey is about once you have their attention what steps do you need to take them through online to get them to believe that the hero's journey that you're offering, that you're offering to help them live is something that they want to invest in.
And then the final part is becoming Yoda and this is where you offer someone a paid offer after they've gone through some content to understand the hero's journey they could live, or maybe believe that the hero's journey they wish they could live is doable.
And then this is about becoming Yoda, becoming the mentor. And getting them to invest in a better future. And this is a process that we'll talk about online and also give some examples of how exactly this works. And then finally, the fourth part I'd like to cover today is do the numbers work because the beautiful thing about marketing is it's both art and science. And it's it's actually for me kind of a perfect discipline because while I was great at history, or really loved history, in college, actually the first semester or two semesters of college I was encouraged by math professors and physics professors to go into those majors because I also was quite good at math and those old math skills and statistical analysis and things like that are really coming back and being useful.
And ultimately as a marketer you have to be able to both understand the art and the story and then also understand the numbers and all marketers have a strength some have more of a strength in terms of storytelling. Others have more of a strength in terms of the details and the numbers and the math. But ultimately whatever your strength is you want to build up both sides.
And I want to talk about the numbers lest you think that this is just all about telling great stories and not caring about the return on investment and obviously you need to stay in business to make money. And this is really important. So those are the four things We'll cover.
Paddy: [00:07:27] Well let's get cracking then. I'm excited about this one.
Sam: [00:07:32] OK, so first step, the story. This is really critical to, in the last episode we spoke about whether people are and the first two or three phases of the hero's journey where they're either problem unaware, which is unaware of the problem. They're either problem aware; where they know about their problem, but they don't know that there is a solution, a plausible solution, to it. And then the third part would be knowing that there's a solution.
“Once you've entered their story you need to inspire them to follow you down the hero's journey or the potential hero's journey that they could be living” -Samuel P.N. Cook
And that there are solutions that can help them solve this problem. And then the other parts after that or your problem aware, they're actually looking at your problem. And then the final part would be deciding on your problem. And these are the first five steps of the hero's journey. But if you really break that down what phase people are, problem aware versus solution aware and then your solution aware really makes a big difference into what phase of the funnel, or sorry, what phase of the hero's journey you need to enter. And if people are in steps one or two, where they're unaware of the problem or they're just problem aware.
Facebook right now, as of 2017, is the best place to meet people. Because Facebook, if you think about it, their algorithm has amazing demographic, characteristic, behavioral data. Which it's like a black box. Facebook won't tell you what's in there, but they've, from my theory, is they've got pixels on all kinds of Facebook pages because people who run Facebook ads have pixels on the pages. They have all these Facebook fan pages themselves and they also have their analytics on video watches and everything else. And as far as I can tell Facebook is able to track all of this data and knit it together and quickly tell you who's most interested in interests that you pick on Facebook.
And then once you pick those interests very quickly, if you have a video especially, you can get a lot of data very quickly about people who have watched your video and create lookalike audiences off of those videos. And the most successful audiences we have for all of our clients and our own campaigns is actually a video of your lookalike audiences. And it's really important to understand that as you get into Facebook you can very very quickly get allow Facebook to choose for you people who are basically your avatar. And if they're problem aware, or unaware of the problem, they actually don't know there's a solution.
And if you enter their story at that point and you're the first one to show them: A, you have a problem. And let me show you the impact of that problem. Or if they have a problem you show them, I know about your problem. I get it. I understand the impact of that problem very quickly in your Facebook ad, whether they're step one or two you can bring them to the point where you show them that you get their problem and that you empathize with what impact it's having on their life and you can really draw that out
“The beautiful thing about marketing is it's both art and science” -Samuel P.N. Cook
After that when you present the solution, I call it the aha moment and the Facebook ad, you present that solution, you immediately gain so much trust that when they understand there's a solution, this is when they're going to come to you and they're going into the next phase which is consuming your free content, which is right in the Hero's Journey phase.
Now if you think about YouTube and Google, these platforms are amazing for when people become problem aware, or sorry, solution aware some people understand there is a solution. This is when they start typing 'how to lose weight' in Google. This is when they start typing in 'how to diet' in Google. 'How to exercise' and do something to keep me tight. Both. Both of us take the hit both of us have got up and down. I'm sorry for keeping bringing up the weight loss analogy. But yes so people start Googling that and at that point, you're meeting people in in a farther point in their journey. They're closer to actually making a buying decision, which is great, but they're also looking and in Google, you're not the only result out there, even if you pay for ads, even if you optimize your website. Google is going to show between paid and unpaid options 15 results on that page.
So you actually start competing with other people who are presenting solutions and then it becomes a function of your website, your video quality and things like that. So while they're closer to making a buying decision, they're actually probably more expensive because Google and YouTube searches are a bit more expensive and you're competing with all these people. So you might have a market which is very good for solution where, and even people who are aware of your solution, that not your brand but specifically the solution that you provide, for example in weight loss it might be a two week fast or cleanse like Ivanna, who we talked about, but it can be multiple it can be a lot of different things and they're going to be on Google versus Facebook.
Now, the thing is you can still catch solution aware people on Facebook but there's still probably more aware of other brands and things like that. So the magic of Facebook and that's why we're going to use Facebook ads is an example today, is that you're catching people early in the cycle.
Once you educate people on a solution, that there is a solution they typically, and I asked this to people in our Story Matters workshop, everyone in my life Story Matters workshop all 18 of them said they were problem aware when we went through this exercise. They knew they had a problem with their marketing which is obviously why our ad which says, 'why nobody cares about your business' resonated with them. And they did not know there was a solution. They did not know there was a coaching program or workshops or things that we do that could help them. And some of them might have known there's a solution, but once I got them in the cycle they are being educated.
So the thing I would like to emphasize in the Facebook ad is there's some targeting there's cold targeting based on interest. There's also look alike audience targeting, which is for cold audiences based on behavior where people see your video view. And that's really important.
"Facebook is able to track all of this data and knit it together and quickly tell you who's most interested in interests that you pick on Facebook." Samuel P.N. Cook
And if you don't know Facebook it's really important that you take a small course on and learn these things. But putting out an ad on Facebook, and I'm going to give an example here in a moment, is really important. And the first example I'd like to give you is the example of what not to do on a Facebook ad to a cold audience.
And then after that we're going to talk about the example of how to do it better. So this example comes from a client of mine, actually, a business coach of the UK who worked for about two years ago or a year and a half ago, Peter Sage, and we did an ad for him that was very well-produced; had a great background. The interview setup looked great. His shirt looked great to me and he was he was on it. He was he was saying a lot of great things.
But if I'm going to play this out in a moment, but if you listen to it it's great. It's got a lot of great soundbites but what it lacks is a coherent story. And it also lacks something else critical, which I'll talk about right after we play that, so we'll go ahead and play this ad and then I'll talk about why this ad didn't work to cold audiences.
"This video is perfectly designed for step five of the Hero's Journey, which is crossing the threshold, you know, going on the adventure." Samuel P.N. Cook
Peter Sage: [00:15:18] Everybody has the same amount of time every single day. How to reinvent time management in the traditional sense? Reinventing creativity when it comes to finance.
Testimonial #1: [00:15:28] It's whatever business you want to do. He's going to be able to help bring it all together so that you can achieve that goal.
Peter Sage: [00:15:35] If you don't master yourself, but instead try to learn processes and sales techniques and customer service, and all the traditional stuff that's taught marketing techniques, then if you apply those techniques then you're just going to find different ways of earning the same amount of money. And that's the trap that most people get to. We reinvent who you are.
Testimonial #2: [00:16:00] Such a weird change that made you face the real you. Who are you? What are you? And question, why you are the way you are? Some of these really not been, in the best possible way, some of these really make you. Why are you who you are? It makes you really look at your own identity. Wow, I've become a product of what I've surrounded myself by and I'm not and I'm not the person I wanted to be. I thought I was.
Peter Sage: [00:16:32] When you can get honest with yourself and allow us a sense of freedom from that and the energy that's released to channel into being up to create more things of value. And if there's one thing I've discovered in my journey of 27 years now in personal growth and development is that unless you conquer yourself first, nothing happens. But unless you have a specific step-by-step plan for implementing what you know then, unfortunately, the self-help that you learn and invest your money and becomes shelf-help.
Testimonial #3: [00:17:04] I would say financially, personally I've gained more than a billion percent return on my investment. Like, literally you can't unlearn the things that we learned in this course. And that's what makes it so powerful.
Testimonial #1: [00:17:19] One of my biggest breakthroughs of learning how to be able to start a business without having to invest my own funds was absolutely amazing. You're going to regret not going because you're going to waste a lot of money in many other ways.
Testimonial #2: [00:17:35] Is this the reality is this the way you wanted and project for yourself? But five years 10 years 20 years. As you are you and you wanted to be. Now project yourself forward five years, ten years, twenty years. What path are you on? Are you still doing the same thing, day in, day out? Or are you going to change and me that will go back and say "Wow, I made that difference, I stepped up to the plate, I swung the bat, and I hit my home run.
Peter Sage: [00:18:03] I'll show you how to get a 10x return on, not just your day, but on a lifetime of sales and marketing. Because the school itself is always evolving. You know, this is not a static program because life is not static. Every single school we try to make better. We take feedback, we that we look at how the market conditions are changing. And we weave that in. So this was something new, always something to learn, always something great.
Sam: [00:18:30] So if you listen to that ad, it's well-done. Good music. Actually, we're going to embed this video on the page so you can actually go to the blog page and watch the video also. But also great visuals. Great B-roll interviews, so there's a lot of interesting people coming in here and backing up what Peter is saying.
But what it lacks is two things. One, a coherent story, but two, a focus on the avatar; the hero. And this was all about, and this was my creative work, not Peter's, it's on me not him, but this was all about what Peter could do for them. So it was farther into the hero's journey than it needed to be for a cold audience. This is when they're trying to make a decision, you know step five, meeting with the mentor, deciding on your solution. This video is perfectly designed for step five of the Hero's Journey, which is crossing the threshold, you know, going on the adventure.
But it was not designed for this earlier phase where people may be problem aware, 'hey I have a problem in business, but I don't know how to get to the next level.' And we actually realized this wasn't working, our cost per lead was around $10 per lead and we realized, 'OK, this commercial is not working for this phase of the funnel.' So we started a new ad which was all about the avatar. Now, if you watch the video on this page you're going to see that there's no B-roll, there's no other people in the video speaking, which makes it usually more interesting when people back up what you say. It's just Peter. It was my first job with our excellent video producer Dawid and we got the wrong equipment, and we really just kind of messed up the shot. And it's actually kind of painful to look at the video in terms of the shot, but when we did it, when we did this video, it worked. So I'm going to play it. And then after I played I want to talk about why it works.
Peter Sage: [00:20:38] Why do businesses fail? There's only one reason, only one reason why your business will fail. Let me tell you what the reasons aren't. It's not your business partner. It's not your product or service. It's not your staff and it's not your spouse. It's not your competition or your price point. It's not even the government's or the interest rates. In fact, you will probably hear moving forward from here, ‘oh it's Brexit.’ And yet let's look at different examples of companies that have grown through adversity. Big companies like Google that started after the dot-com crash or Facebook that grew through the global recession.
The only reason businesses will fail is because of you, the business owner. My name's Peter Sage and I've spent the last three decades nearly as a very active entrepreneur with many global success stories and many global failures. And I've come to terms with being able to own all of that. I'm here to say that if you can't own your successes and failures, then you can't move forward. Are you still with me? Great. Because in this video what I really want to do is offer you some advice on how to select the best business coaching for yourself. What do you want to look for in the minefield of business coaches? Let's get some real value here. Now the first thing you want to be looking for is understanding the difference between advice and opinion.
Everybody has an opinion. What is the difference? Well, advice is information given first hand from somebody that's been there and done what it is that you're looking to emulate. And I see so many business coaches that I've never actually run a business. Would you trust a skinny chef? No. Would you hire an overweight personal trainer? No, of course not. So why would you take business advice from somebody that's never ran a successful business? In fact, more to the point, I would go further and say, 'Have they actually had failures as well and learn from them and been successful after that? Because failures is your biggest capital. Most of the learning can come from. So if you're looking to take advice from somebody, and know that it's not opinion, talk to somebody who's actually been there and done it, ran a successful business, maybe had some rocky ground and come back from that.
All the years and the businesses that I've run I've really focused on three cornerstones that make up great business advice. Now the first one is fundamental to business owners. And that is the tactics required to operate a business. Every great business coach understands tactics and that's what most of them teach. In fact, 95 percent of business coaches only focus on tactics. What do I mean by that? It's your sales, it's your marketing, it's HR policies and procedures. It's all of the fundamental aspects that you need in order to be able to operate a business.
Being able to manage cash flow, being able to organize HR, and being able to apply you know marketing into the marketplace. All of that is tactics. You have to learn it, that's your craft as a business owner. But if you're only applying tactics and you can have the best tactics in the world but if you don't have a plan for how to strategically execute them, then you can fall down.
You've got no direction which is where the second pillar really comes in. And the second key critical pillar of understanding business advice is understanding strategy. You can be a good tactician, but unless you're a strategist then you're going to get lost in your competition. So what is a business strategy, what is a great business strategy? It's asking better questions. You know, why are you in business in the first place? What are you? What are the pain points that you are solving for your customers? Why are you the people to solve it? And what is your business stand for? What is the overarching strategic objectives that can guide the business when it gets stormy? So that you're not just moving pieces on a chessboard, but now you understand a lot of the thinking that's required on how to win the long-term game business. That's where strategy really steps up.
Now the challenge with strategy is it takes a deeper level of thinking. Most business owners are too reactive to the marketplace and too busy being busy to really focus on the strategy which is why they struggle so much. There's also very few business coaches that really understand it at a deep level. I've been very fortunate to work with some of the greatest business coaches in the world. For example, the late, great Chet Holmes was an incredible strategist. People like Jay Abraham who is a business genius and understands the role the strategy plays over and above tactics. I've been a business partner with Jay and understanding that as a business owner. If your strategy doesn't lead your tactics you're going to get left behind.
"If you're only applying tactics and you can have the best tactics in the world but if you don't have a plan for how to strategically execute them, then you can fall down." Samuel P.N Cook
So while strategy and tactics are fundamental to business success, there is a third and critical component to almost no business coaches talk about and that's because they not qualified, and that's psychology and mindset of the business owner. And, you know, very few psychologists are business coaches and very few coaches are business psychologists. But if we go back to sports, what you'll find is the great sporting coaches understand that the physical components are just the price of admission. But when it comes to game day, 80 percent is mindset.
And have a think. If you go to Lionel Messi, one of the greatest footballers in the world. The difference between Lionel Messi on a great day where he can't put a foot wrong and he's scoring goals and his feet are just poetry verses a day where he's just not up to speed, has nothing to do with how many new skills he learned that week. No, it's whether he's on game or not. Whether his mindset is there or not.
Now as a business owner, you can learn all of the strategy and tactics in the world but it's who's applying the strategy and tactics that is the most important part, and that's you. So unless you understand how to manage you on the inside it doesn't really matter what's going on on the outside. So how do you really address mindset? I mean there so many different layers that we can go into here on mindset that some people just don't address or even are aware of. Most of the behaviors of business owners are unconscious. So how can you possibly understand what they are unless you have somebody to be able to point out your blind spots?
If you'd like to learn more about tactics strategy and mindsets. And I've recorded a video on each of these where I really drill down and not only offer some valuable content that can make a difference in your business now, but also it outlines the framework for how we teach and synergize this in my three-day business school. So if you'd like to get access to that right now simply click the button below and it would be a pleasure to be able to add value to your business to help you become the entrepreneur you were born to be.
Sam: [00:27:41] OK, so this video. Why did it work? Well from the data we have, the numbers definitely don't lie, and his cost per lead went from around $10 per lead down to around 2. And from that point, we were able to scale significantly and this ad actually had over 100,000, I think $130,000 spent on it, ended up filling a business school and generated, basically built, the audience for Peter Sage, which he has now which has 130,000 Facebook fans, a massive e-mail list. And the reason the ad worked was it was very simple. At the beginning, Peter entered their story. He said, 'Why do businesses fail?' Boom. The first thing, and which was also the headline on the Facebook ad was 'why did businesses fail?' And if you're not worried about business failure or you're not afraid. it's all in the back of your mind that's going to happen. Then this ad obviously wouldn't be for you but most new business owners, and even established business owners are always afraid of failure in the back of their mind.
And this ad really worked and he immediately started getting into their head and saying, 'Let me tell you the reasons businesses don't fail, and it's not this is not your business partner, it's not the economy, it's not Brexit or whatever.' And what that did was it allowed people to say, 'Yeah, I might have used these excuses before, but-but deep down I know they're not true' and he has the big aha, the big reveal moment, which is the only thing that's going to cause your business to fail, ultimately, is you, the business owner. Because no matter what the circumstances, great companies are born in really horrible economic times it's all about you and the psychology is business-owner. Peter, was a great business psychology coach, I think one of the best out there. And then he went on after this aha moment, the big reveal, to describe the solution.
And the solution was really, you know, the three things that he talked about; which is mindset, strategy, and tactics. And this mindset, strategy, and tactics was actually a description of the beliefs, the hero's journey, the, you know, if you can imagine, oh as a business owner if I want to get to the next level and fail proof my business I need to master myself and the three steps to mastery myself. First, master my mindset because as a race car driver it's all on me my mindset how I'm viewing things. It doesn't matter how good the car is or you know the competition track it's about me and my mindset ability to stay awake stay focused. That's a great analogy.
"As a business owner, you can learn all of the strategy and tactics in the world but it's who's applying the strategy and tactics that is the most important part, and that's you." Samuel P.N. Cook
Sam: [00:30:27] And then the next thing after that is before you go off and start executing with a great mindset you need a strategy and you know a framework which is exactly what we talk about in story matters which is we spend a lot of time looking at the avatar and looking at the problems that they need solving and how you solve it with your product structure and then obviously the funnel mapping being the last part of the strategy and then the final parts about tactics and the brass tacks of business are execution. You have to close deals on the phone. You have to hire the right people you have to have the right finance systems you have all that.
So he goes through that and it just makes a lot of sense that this is what you need to be successful in business. In that order, you have to have the right your head screwed on straight. You have to have the confidence in the things like that then you need the strategy you need a framework so that you're not executing mindlessly. And finally, you need to execute. Because execution, as we say, 80 percent in the game.
So that's why the ad works and it's very clear in the numbers is it it's longer it's less production quality it's almost painful to look at compared to the first video. Same location. Actually, we shot it, just with bad angles. And the story worked. And it doesn't matter how well produced your videos, if the story doesn't work then you're not going to you're not going to make the connection with the ideal client.
We saw this with Peter, we actually reproduced this video word for word he actually had, Peter read the same words on a video screen acting like he's being interviewed impromptu and he nailed it with this highly produced video with many camera angles and little bit appear on a testimonial thrown in. And even a comedic moment at the end which will also embed the reproduced version of this video on the shows and again it cut his costs partly down by almost half.
Paddy: [00:32:24] So if I'm a small business owner or I'm just starting out my business journey can I get it right first time. Literally, you just have to go with something that feels right in accordance with the Hero's Journey, see how it goes and try and work off in your experience.
Sam: [00:32:39] Yeah well as a new business owner what I would recommend is following the framework we're talking about and you don't need to hire a professional camera crew. You can probably take some courses in iPhone video production. Get a nice little stand, put a microphone in and do your best. But I certainly wouldn't invest in high-end production until you've nailed the stories if you put something out there.You have a budget for Facebook ads. Then, try it on on a low production quality and just see how you do.
And and this is you know we spoke about this in the last episode the magic to our Facebook ads is actually a dialogue it's an interview style it's not memorizing the script or saying something that's memorized, it's quite fluid. But you know have someone who's competent sit down across own and have your main points you want to hit and then start telling stories and have them stop you and start you. And then what you need to do after that is is edit out the story that you think will best resonate with your audience. But yeah you don't need this level of quality to test this stuff. And if you do great targeting and you connect with your avatar I think it's. I mean, Peter's example even those high production quality, well we had expensive cameras was not well for his video, but it worked. So I think that's a great example to people who want to maybe try this with less expensive equipment and professional help at the beginning.
Paddy: [00:34:12] This is something we talk about in our content marketing workshop as part of our story guild we go into some examples I've got where I've spent a lot more time and energy in producing a well-crafted video but without the basic fundamentals of a story and its bond and when we a much better stories.
Sam: [00:34:28] Yeah, and that's one of the things that we've seen time and again, both in your experience of your blogging and our experience in client work is is at the end of the day it's all about the story and everything else, all the tactics and tricks are nothing compared to a well executed, well told, well produced, well-edited story online and video. I've never seen a banner ad do better than a video on Facebook for cold traffic because the video just connects with people right away, but Facebook is also getting more discriminating. They want better and better videos as a platform and they reward quality. And you have to stay ahead of their game and quality ultimately starts with the story.
Paddy: [00:35:15] So if you're sitting here and thinking, ‘I'm never going to be able to produce a video like the one I see in this blog page’ the answer is yes you can. So what about storytelling with a smartphone? Now we're going to talk about how to actually execute on an ad system can you go into that.
Sam: [00:35:28] Yes, the Facebook ads are really interesting. And I talked about a little bit, but with Peter Sage we're going to talk about one of the key things all of you can do right now and your Facebook has, which we found had about a 40 percent decrease in the cost per leads was making a square video and if you've seen our Facebook ad, it's a square video where the ratio is 1 to 1 which means we shoot it normal ratio 16 by 9, but we put us at the top of it a headline and then below it we put subtitles and one of the things that the headline does is it really nails your hook. Telling your avatar you understand their pain. You're calling out their pain in the headline and then that gets them watching and then after that underneath the subtitles are great especially if someone's watching this video work or somewhere else.
And I've actually spoken to people who join my high-end coaching group and they said, ‘Yeah, I saw your ad once.” Actually it wasn't our coaching group but it was Peter and they said, “Yeah, I saw Peter's ad but I never watched it because I wasn't in a position where I could watch it but as soon as you put subtitles on there I watched it with the sound off and I ended up buying his course.” So that made a huge difference. So when we did a video with a headline at the top and then subtitles at the bottom, black background at the bottom by the way also helps you get more mileage out of your headline on the Facebook ad his Facebook ads actually pull up the headline below the Facebook add-on to the black background.
The other big thing to remember about the square video is picking your thumbnail and that's the image. And we found this where we had a great ad going and we had to stop it because Facebook said there's too much text in the initial image. So you always want to, you know, what I liked to do is take off any subtitles at the bottom actually upload a custom version. We picked the best screenshot from that video and it had no text on the bottom. And then we have the headline on the top just to make sure it doesn't get approved because we had an instance where a client or a coaching client had a video go viral like he's getting nine organic views to one page view and he had to stop it because Facebook just wouldn't let him keep running it because he had too much text in the image. So that's one really critical thing is make sure the bottom has no in the preview image which Facebook allows you to pick from areas on the video. You don't want to pick one of those because almost all of them all have your subtitles. You need to upload one without anything at the bottom.
So this is the lesson we learned from Peter and we did this on our own and we actually our own ad which as of September has been running since March 8th. We haven't changed a thing. It is an 11-minute ad. You know why here. Why nobody cares about your business because that's a pain point. We can help solve which is your marketing making your business recognized online. We had the same thing. We launched the same structures. I did it obviously in my own way and it worked. And it's been working and building you know many coaching clients now have all come through this and workshop participants and now members of the Story Matters Academy and we started doing this for clients.
And one of the clients which is a great example, I'm going to share this video now, is a man named Rory Kilmartin who runs this workshop on love, called the Invitation of Love. And Rory's a really interesting case because he was an accountant for his adult life. He's, you know, for the last 15 plus years he's been an accountant but he's been running love workshops on the side but always just for fun and for people who you know are kind of doing it to support him and now he's doing it actually for his avatar as it were. A guy named never again Nick and never again Nick is someone who is so burned by his last relationship, had such a toxic ending that he would rather, as he says in the video, would rather have a relationship with a cat than to ever go through that again or be in a relationship. And basically, someone who's been hurt by love, but wants to give love a chance and is scared.
And this is the commercial that Rory did and this is, I think, a great example if you listen to, we're also going to read the link to this Facebook ad on the show notes, actually can go to Facebook and comment on this ad and maybe even sign up for Rory's free video series because it's quite good. But this is a great case study that I'd like you to hear right now with his Facebook ad. So I'm going to go ahead and play this Facebook ad and then I'm going to pause it at certain moments too. Or sorry, I'm going to talk over at certain moments to give you some color on what's happening. So go ahead and play this Facebook ad.
Sam: [00:41:10] Now Rory is really just describing how relationships go downhill and he starts with how it was before and how it gets bad.
Sam: [00:41:45] Really personal to people who have experienced this. And if you haven't experienced this course is not for you and Rory made that choice. He only wants to speak to people who've been through this. Unfortunately, most people have experienced this at one time or another and don't want to experience it again. And the erosion and iteration of connection begins at that point he's really drawn out the point in empathizing now with the pain points. It's hard to listen to this if you've been through this and not feel that he really doesn't disappear.
Rory Kilmartin: This is a widely experienced phenomenon and I was telling you this is this is widely experienced this is something a lot of people are going through and it's not a sign of a slow deterioration of connection with someone that they originally cared about. So you've given up on love. But deep down in our going into the aha moment. But you're scared and afraid could be going the same way as the revealing of the solution if you're not sure you can live through that.
Sam: So now you're hooked and he's going to start describing the hero's journey down. Love matters in the first chain or the first belief he's describing his life rich and the hero's journey is why love matters to our experience and that deep down you know you may believe that you fell in love but you want to give it another chance. But as a human being, you also might believe that it's optional. First of all the beating heart is telling you it's known. I think of it as the game of life. And this now is talking about the full potential of love which is once you examine the history what's really possible you could think of it like you re-imagine love. How all of this is his third belief.
Sam: [00:50:13] So now, he's talking about a future and how to create a better model for yourself, your future love. And as he's describing basically what he can do for people. And this is where he gives you the chance to continue leading towards a close he is going to give you the chance to speak to him, and sorry, watch videos and speak to him.
Sam: [00:51:12] Now Rory's asking for you to join him in a free video series and this is 10 minutes long and you might imagine it's too long for his good imitation of life. But this is his invitation now to follow him on more education. Two hours worth of videos actually. He just simply asked you to sign up.
Sam: [00:51:54] Just summarize what you just said, which matches up with the lessons in his videos.
Sam: [00:53:27] Ok, so I think you can hear that ad and go see, it will actually be linked to our Facebook page. The ad that this is really, I think a great example of what we're talking about entering someone's story shown and you truly get it. And this is actually much better I think than Peter's video showing the pain and empathizing with it. And then finally revealing the solution the big aha moment the solution and then describing this solution in detail and in his model for solving that problem and all he's doing in this videos is connecting with someone the first four or five minutes is just connecting. And then finally the last five minutes showing how you can do it differently in last two minutes just given them a short overview of what they can expect if they sign up for the free online masterclass and the results from this were quite good.
In fact, I'm going to show right now a video and this video is going to be embedded on the show notes page but I'm going to talk over this video as it's playing and you can go listen to it later. Basically, Rory in the Invitation of Love starts with Facebook. And once they go to the Facebook ad they go to a page a landing page very simple any page or is just given a short overview of the class asking them who they are. Single Man woman or man or woman or relationship and another question and then they enter their email address and once they enter their email address they join his funnel and this funnel is a series of pages hosting his videos content.
Sam: [00:55:27] The first lesson, which is about 30 minutes, when you sign up on Rory's ad you'll get a first content video that's 30 minutes. [8.0] And in that video he tells you what to expect. He also tells you you're going to get e-mail reminders right after this if you don't watch a video right away. And if they do watch a video they don't get e-mails. They get to the second video.
And on the second video they're going to again hear from Rory introducing the content, and then they're going to get that content, it's about 25 minutes. Again e-mail reminders in 1, 3 and then 10 days if people don't watch it. And then video 3 again. And right after people watch each video they immediately get redirected, unless they cancel it, to the next video. So you, in theory, could spend 40 days getting reminders to watch all these videos, or you could watch them all within two hours as Rory says. And then the last video: The Invitation of Love -and notice on our pages that you can't click on the next video until you watch the video, and we have that programmed into our content management system pages that integrate with our autoresponder.
And once you do that you finally get the offer. So only about 20% of the people who come through Rory's funnel get to the offer stage at this point. And this is where Rory has a video finally speaking about who he is and why he's passionate about the subject of love. And the page just simply describes the Invitation to Love workshop, which at this point was 21st-23rd September workshop's already passed.
Sam: [00:57:06] And then there's a message from Rory at the bottom of the page and some frequently asked questions. And finally, an ad bringing them back to the application form. What Rory's done, which is brilliant, is he's done an application form to speak to him so that he can talk to people; especially at the beginning of your funnel and find out is your product viable. Because in the beginning, you can put out something for sale until you can sell it on the phone. I think it's really hard to create a sequence where you can sell it online.
So after people apply for his course they go to the schedule page. And at this point they can immediately schedule a time through our scheduling software on our pages, to speak to Rory. They stop getting the reminder emails to apply. They speak to Rory. They have a video tell them what to expect on the call. They even have a chance on this page as we had it at this point to check out.
[00:58:02] But almost everyone picked the chance to speak to Rory And this was his chance to actually speak to his avatar and become the Yoda. Meeting with the mentors or and say to them, 'hey this is what you know. [14.1] First of all tell me about your pain, where do you want to go.' This is the Invitation of Love workshop. And there were also reminder emails if people don't schedule right away. Throughout the whole funnel, there's Facebook ads, YouTube ads, Instagram, all kinds of ads, banner ads all over the web reminding people to go to the next step.
Sam: [00:58:36] And if you see the funnel my video on this page, which I encourage you go to the blog page and watch this little explanation as I'm talking it through. You'll see that everything's perfectly integrated and everything's been spaced out, and timed out, and all the ads are there to make sure that Rory gets people through his funnel. And what you have to do by looking at this map -it's a four-minute video- you'll understand all the intricacies and how to map out each video and your chain of beliefs, and then the e-mails and the Facebook ads, YouTube ads, Instagram, Google ads to get them back to the actually look at all this.
[00:59:15] You might be wondering, 'well oh that's great. But what were the results?' With Rory, we actually have the results. And [6.9] this was before his first workshop. In the last two weeks of his Facebook ads, before his workshop, we got Rory down to the point where he's paying £1.64 -about 1 euro 80 or $2 if you're American. And for a cold lead, someone on Facebook who had never heard of Rory, never even knew potentially that had a problem with love. Or at least definitely didn't know they had a solution for their problems, was giving their email to Rory for £2 or for less than two pounds, less than two euros.
Sam: [01:00:06] This was an amazing result for Rory because he ended up spending about 5000 pounds gathering about 2,459 leads. And people say that people don't watch long videos on Facebook. Rory's ad is 12 minutes. You might say to yourself that's too long. Well, remember Peter Sage's short video, which was short and snappy and had a lot of good sound bites. It didn't work. His longer video worked. So we tried it with Rory, went to 12 minutes like my video on Facebook's 11 minutes.
"You have to stay ahead of Facebook's game and quality ultimately starts with the story." Samuel P.N. Cook
It not only worked because once you filter out the people who are not interested in that first minute, they keep watching. The number of people who watched video one was 52%, 1287 people, 52% of the people who gave him his e-mail ended up watching a 30-minute video. And obviously, that's with the reminders and Facebook ads and some other things. 834 people which is 64.8% of the people who watched the first video watched the second video. And again all these numbers on the blog in a slide. 659 people, which is 79% of the people who watched the first video watched the third video. 659 people, 79.2% of the people who watched the second video watched the third video.
Sam: [01:01:22] And finally 515 people which is 78% of the people who watched the third video watched the fourth video. [01:01:29] Which means they watched two hours of content with Rory, which was 20.94% of all those people who gave Roy their e-mail became, what I call marketing qualified leads. [11.3]
And this is something that HubSpot teaches -HubSpot is a sort of certified agency and we use their software on our clients. And 20.94% of people became marking qualified leads, which was a £9 cost to get someone to watch two hours of your videos. So these videos are very well done, very well produced, very well thought out. It took really a lot of time. We actually spent most of the time on his presentation, which we call writing the Hero's Journey. I actually re-did it at once because the first time he did it wasn't great. [01:02:12] £9 to get someone to watch two hours of content is a pretty amazing result.
[3.7] On Facebook of those 515 people who watched all of his content, 109 of them -which is 21.7% went to his page watched his story, which is a 17-minute video about his life story, The Invitation of Love workshop and why you should do it. And that was £42.54. And then -this is an amazing number- 72% of those people -79, scheduled a call and booked into Rory's diary, so he didn't have to call them and chase them down to speak to them. They were all waiting for his calls. And I think he said like one or two people didn't show up for these calls.
So they were so ready to speak to Rory that he you know, he didn't have a problem getting them to show up. And he said these sales calls -which no one loves sales calls as a business owner, were unlike anything he'd ever done. These people were waiting to speak to him, knew his content. And the only question became, 'what do I need to do to fix this and what is the cost of this workshop?' 'OK, maybe I can't afford it. Will you have video workshops soon?' 'Yes,' he told them 'that's coming out soon.'
Sam: [01:03:20] So it was an amazing result for Rory. And more importantly the people who watched his videos got to speak to him and he ended up having 20 people book in his first workshop for a cost of £231.85 to get someone to buy his workshop. And it was I think, it was £795. [17.5] He had some people who were on payment plans, or some people who are also you know, had a scholarship. But he ended up getting about a two to one return on his ad spend. Cold traffic, never heard of him before and now he has a formula where he's going to start selling these workshops.
And what Rory doesn't even have yet is a supporting offer, like we talked about, where he has that video of course which would be a lower price for the people who couldn't afford the workshop. The only reason most of the people didn't come to his workshop -they're all sold on it- was price, time, logistics, travel, things like that.
But it was just amazing to see and Rory actually did a webinar. And if you sign up for our free content series: Storytelling in the Digital Age and watch our videos at the end we have a free two-hour bonus call with Rory, where he gets on and actually talks through this stuff with me. And it's just amazing to see his utter pleasure at speaking to his ideal client. Talking to them, confirming that the solution that he's designed for them is going to work and trying to help them do it. And he's just over the moon with excitement in terms of just launching his business.
Sam: [01:04:48] Now Rory, just to let you know, did pay us as he's part of our annual coaching group. He went through multiple workshops to get to this point where he understood his avatar in a strategy. He watched all the videos from our past workshops. Then he went to our workshop live. We did a lot of work to get this commercial. Probably about three months of preparation to get the commercials and the free videos filmed, and then spent another month and a half to build the funnel.
And to speed up the process. Rory did pay us to do his funnel for him and I offer that service to members of our coaching group where they can buy work from our team. And I actually was on set with Rory doing the interviews, which usually it's not me on set, it would be one of my creative directors, someone like Paddy or some of the other people in our team. But I happened to do Rory's because I know his subject quite well. I bought his workshop before and it was hugely impactful for me.
Sam: [01:05:42] But if you go to our blog page and you watch all these video examples, you listen to me as I talk through Rory's funnel map. And then you look at the numbers, you can see that this is very clear. That this will work for someone who's you know, really done this work well.
And I'd like to go back real quick to Rory's sales video. Rory's sales video is not the best sales video that he can and will do. In fact, the best sales video that I've ever done is actually one that I'll share here in just a moment as an example of what a sales video looks like. And we'll link to Rory's sales video on this page, but we're also going to link to the sales video of what I believe is the best sales video I've ever done, for my first client actually. Bobby McGee, who's a running coach and Bobby was a running coach who was South African. Humble, didn't want to sell himself. In fact, said he'd rather not sell himself. And get on there and as he said 'prostitute' himself online like all the other gurus do.
So we figured out this interview technique actually working with Bobby, and it was my first video. So if you think you can't do this as a marketer or as a business owner the example I'm about to share with you is my first work, my first video, and I did it -yes with a professional videographer and a professional editor. But it was it was really a powerful example of how this could work.
[01:07:11] So a sales video where you become Yoda, where you convince someone to speak to you or to buy a product online really consists of three parts. [8.5] The first part is what I call telling your story in a very educational and impactful way.
Sam: [01:07:28] So I say that no one cares about your story, but they really do. They just don't care about it until they believe that you're the right person to help them.
And then when they're choosing their mentor, crossing the threshold, meeting with the mentor or crossing the threshold, they really do care who that mentor is and that you're qualified to help them. So now it's time to gently tell your story. And with Rory in his video, which you can watch online, he tells his story, why he's so passionate about love and it's also quite educational. And then Bobby and there's three parts to sales video and I'll play this right now.
So the first part as we play this, is we're designing this video, again the first ten-plus seconds of video is hugely important to someone. And so this actually has a visual of a man running on screen. And then Bobby's first words which are really important. You'll see why this hooks people in. And he's going to hook people in. And after he hooks them in he's just telling his philosophy on running and a little bit of his life story -not a lot actually- he doesn't talk a lot about himself but he does talk about his experiences and why his passion about running.
[01:08:36] And this is your time to connect and show people why you're qualified and why you're passionate about the subject you're doing. [5.4] I'm going to play the first part and I'm going to interrupt right after the first part ends and introduce the second part of a good sales video.
Bobby Mcgee: [01:08:50] So running is like your first language it's primal. It's more primal than walking. It is the most primal thing about us is more primal than language. And can you change that? I don't know if you can change it. I think it's more about life and circumstances and types of training. And in my work now, triathlon, the bike, the swim, all of these things add things that are holding you back as well. And my job as a coach is to reach inside of each athlete and shake up all the stuff that is not beautiful running form and leave behind. And we all have an extensive cross reflex we can all put one foot in front of the other. And working with what I get: if I get somebody with a long torso and short legs, making the best runner they can be with that build. And then I get somebody with the long legs and the short torso. And I'm just giving them the ability to realize that they need to regain the skills that they had when they were nine and 10 and 11 years old.
Sam: [01:10:00] So that first part of the video was was hugely successful for Bobby, because you can tell just how passionate he is about running. And also we have a custom composition, a composer wrote the music. So if you listen to the video -I actually love listening to his video without even the pictures, because the music and the voice is so good.
Bobby is so inspirational. And the first part is really about describing why he can be trusted in his passion for his athletes and helping them. And it's funny we actually got people who wrote us back at the end of this video saying, 'Bobby, I was so inspired by this story that I was almost in tears.' And you know, these are people who are watching a video where he's very clearly at the end about to sell them something and they don't care, because it's just so well done.
And the other thing we started to do in this beginning part, was we started to enter into other people's story. We had three or four different avatars for Bobby: triathlete which was represented by Tim McDonald and another athlete we had in there. And then we had the Mark Plaatjes, who's this you know, marathon running you know, world champion before. And then we had Suzanne Atkinson who was actually a coach. And they all kind of represented one of his three avatars, because we wanted to weave their stories throughout this video from the beginning, backing up with things that Bobby said and weave it in throughout the whole video.
So we enter these people into the story and you'll see they become more important as we go through it. Because the second section is you have to describe your paid offer. Now at this point, people have already seen Bobby's free video series where he, I think he had seven free lessons on running. And then the paid offer is is Bobby describing his three keys, his three points to his program. And it ends up starting with the mental skills of running. Then it goes into the training planning and then -sorry then it goes into mechanics, and then finally it goes into training planning. And as you listen to this -we've actually toned down the music. In fact, we stopped that and just put some drums in the background.
And this is Bobby methodically describing his program. And you notice after every point that he makes, one of these three or four avatars, which are the people that we think Bobby's ideal clients want to become. Not Bobby, but one of his athletes come in and back up his point. [01:12:41] So when you make your points, ideally each one of those points should be backed up by someone who's experienced it. And say yes this is exactly what Bobby does. [9.6] So listen to this next section, listen for Bobby to clearly lay out his program just very logically. Because the first part is designed to be emotional, to hook you in emotionally. But you need to in the second part give people the logical justification for their purchase. OK. This is what's in the course. This is why I need to do it. And then he describes that. So I'll play this and then I'll comment on it.
Bobby Mcgee: [01:13:14] At the end you have to work on the person first. You have to acknowledge the reality of who the individual is way before you think about their performance. The ability to have a life, that that's what you're doing with your life, you're working at helping people be the best they can be. That's that's an inspiration. So yeah you make a huge difference. I don't know -I've probably got 2-3000 testimonials of athletes who say, 'I went out for my regular 90-minute run and I took three minutes off. And all I was concentrating on was putting my chest here, or doing this with my hamstrings, or we're doing this with my arms.' Looking at all those little things, that you know, that I've noticed over the years that have formed my toolbox. And but it's still an experiential thing. You have to teach people in an 'ah-ha' moment. You can't teach them like you teach them a forearm in tennis, or a groundstroke and tennis, or how to throw a javelin. It's not like that at all. Not even like riding a bicycle or swimming. So it's it's more organic than that.
Sam: [01:14:18] OK so as you've heard that second piece you [01:14:20] now have a logical foundation for Bobby's course is very clear. His video course is going to be about mental skills, it's going to be about biomechanics, and then finally it's going to be about the right training planning, and it all makes complete sense.
In fact, it sounds like a lot of our videos we've done. I like to have my clients break things into threes, threes seems to work quite well in terms of major points. People can remember three points. And all those sub lessons you have under that can nest under those three overarching themes. And the final part here is Bobby. We had a real problem with getting him to ask for money and he didn't want to.
So we start out this last part which I call the close the emotional close. And [40.8] what you're going to notice here is the music's going to come in, and the music's actually in the background, really building towards this climactic close where Bobby starts out saying his vision for run transformation why you should do it. It's his call to action, I call it. But he's not telling you to give them money, or buy anything, or given you scarcity, or deadlines or anything. He is just saying my vision for run transfer is very inspirational.
And then with the music and all these people who ventured into this story, they carry the entire stories to the end of the video, so you can hear that where they're going to make the case.
Sam: [01:15:36] And as you listen to this, listen to music and think through: would I be able to make my case for my products any better than you know, authentic genuine testimonials from people like this talking about it?
Testimonial #1: [01:15:51] Bobby Mcgee is the run educator for USA Triathlon. I knew from the moment that he started speaking that he was one of the most brilliant people that I've ever met.
Testimonial #2: [01:16:00] I don't think there's anyone that knows more about mechanics, especially running mechanics in any way, in any profession, than Bobby.
Testimonial #3: [01:16:09] My experience with Bobby McGee is I every time I see him I want to bring a notebook to write down everything he says, because if I remember just two of the hundred things that he tells me over the course of the time that I see him, I know that I'll make improvements.
Bobby Mcgee: [01:16:24] Every time an athlete is in front of me, it's the only person on the planet at that period of time. It doesn't matter if they an amateur, or 500th in the world, or they have the opportunity to get an Olympic medal. And all that something that is not mine that's like a muse type thing -where I'm completely focused on the athlete and I'm completely absorbed. I can spend two-three hours working with an athlete and I'm not aware of how time is passing.
Testimonial #2: [01:16:51] I consulted with Bobby with a lot of training techniques and drills strengthening and stuff like that. Because you know it's things that I never did. And like I said, I wish I had met Bobby earlier in my career. I think you know, Bobby could have done a lot of things differently.
Testimonial #3: [01:17:09] And one of the things that Bobby and I learned is -I was doing visualization earlier in my career. But you know I was visualizing me crossing the finish line with my hands up in the air and I won. And then you know I hit races and it just wouldn't work that way. You know there's a lot of tough times, there's a lot of pain and things you have to work through. And when you visualize you have to take that all into account. So I started to do that and everything started to click.
Sam: [01:17:37] OK, so as you finished this last section, you've seen that I don't think Bobby could have said it better himself. He started out with a very inspirational quote about his vision for run transformation and making athletes the best they can be. But then everyone else says it way better, way more authentically, and actually, with more, I think, way more conviction than Bobby would say. Because if you're an expert you're either a bit reticent to promote yourself or you're on the other spectrum where you love promoting yourself. But even if you love promoting yourself I would say that it's much better to have someone else say it on your behalf if you can do that.
And this really comes down to: have you helped people in the past? And Bobby obviously had people who were able to speak on his behalf. And then this final section where we end with that climactic you know, 'do the course' from Mark Plaatjes. We ended the video with a photo montage of Bobby's life. It was quite emotional music. I called it a false ending and it worked pretty well. So I'll just close this with playing this nice...I just love the music because I remember telling the composer at that time I wanted lots of trumpets because I used to play the trumpet. And it was just really nice I think, close out to the video which is kind of like a credit or something. But I had pictures -if you go watch a video of Bobby's youth and you know he's been in seven Olympic Games now and at this time he'd been in six. And it was just really amazing to see the reaction.
"He's not telling you to give them money, or buy anything, or given you scarcity, or deadlines or anything. He is just saying my vision for run transfer is very inspirational." Samuel P.N. Cook
People literally were in tears at the end of this video and e-mailing Bobby and telling him that, even though he sold them of course. It was $297 in the video. Now we're not talking about pricing, we're not talking about deadlines, all that stuff's on the page. You know all the things that made the course sell was done on the page. But this was about the story and really connecting with people so that it could be used in many scenarios.
If you want a different price, or dates, or copy, or something. [01:19:43] And the result of this video was when we launched this video with a list of 4000 people, and we sold 200 or we sold $73,000 worth of product. [13.4] This course, $297 course discounted to 247, we sold it in two weeks and it was a launch. We sent out this video, we did some ads, we did some e-mails, all just going as video, we also did a live webinar.
So it was a pretty involved launch, but it worked. And he had a small list, he also had some people mailing on his behalf to this offer. But he ended up going on and we set up an evergreen Facebook funnel with his seven free videos leading to this sales video, that produced $250000 in sales in six months. So it's definitely, even to this day, I think this might be the best sales video we've produced. And I'm constantly trying to go back and do one better than that. And Rory didn't have this, yet, in his videos -just him talking. And that's a very good video to listen to also because he did all these things. [01:20:49] He connected with people emotionally. He logically described his offer and then at the end, he made the plea in a very soft and I think inspiring way rather than the manipulative way so it can be done by yourself.
[13.2] But I think if you hear the example from Bobby it will be much better when someone else does it for you. The next step for Rory is to get those testimonials edited into his video and really take this to the next level. So that's how to do the last part which is becoming Yoda. And then obviously you need to see do the numbers work which we already spoke about so that's a lot.
There's a lot of videos on the page for you to watch. There's a link to Rory's Facebook videos so you can actually experience the funnel which I would highly recommend all of you doing. It's a great case study on a simple minimum viable funnel obviously good video production. But yeah I think you can learn quite a bit by going through Rory's Funnel now that you know all these details.
Paddy: [01:21:53] His advert is a video which I still watch with pleasure. And when Marek, our sound engineer, talks about making music that people actually don't notice I think it's a little bit like the advert you know so you don't feel you being salty you feel like it's a natural progression. It will make sense and I can't let you go without asking you a question.
Sam: [01:22:11] Well before we get into questions I would actually like and Marek I'm going to invite you to do this, our sound editor, play Rory's video without Rory's voice just the music. And there's actually some different examples.
In fact Marek I'm going to invite you to play the music without the with Rory and talk about the different colors because they had three different colors and that soundtrack he had the tension at the beginning. The music was tense and there was discord and you were waiting for the music to be resolved. And then he did that smashing and invite Marek to get on the mic and talk and play his music and talk about what he was thinking and doing with worry because the music is so impactful and you heard with Bobby's soundtrack and also with Rory's videos.
But I would like to just give you a taste of the music in fact. When Rory heard his music at our last workshop our filmmaking workshop just without his voice just the music front and center. It's getting quite emotional. He said I need this music I want to listen to it and we'll also put a link to this music on the JCM James Cook Media SoundCloud. And our Spotify so that you can listen to the music on those channels.
Marek Iwaszkiewicz: [01:23:42] Hi my name Marek Iwaszkiewicz, I am music composer and sound editor at James Cook Media. Basically, the idea behind Rory's music was to create some kind of answer to the questions. In this case a cure for toxic love or relationship. This track I called 'The Colour Blue'. The idea behind colors is pretty simple: I've phenomenon when I'm experiencing once sense results in the experience of another one. We called it "synesthesia" therefore I'm seeing colors with the music or music is just colorful to me.
Paddy: [01:25:38] So I'm still like whoa whoa whoa whoa whoa whoa whoa that was quite complicated. There's a lot of moving parts in what you just described. Like my previous agency my business used to do press releases now to my videos and ads and pages and I can I afford to miss any of this out. Like what's the bare minimum that I can do.
Sam: [01:25:59] Well the bare minimum actually starts with, there's different ways to get the bare minimum out, I call it the minimum viable funnel. We teach our course, we actually have software in our Story Matters Academy program, and our Story Guild any coaching program where you can create the things that you teach in a video you can put into a quiz you can actually have question-based, text-based tutorials on the points you're going to make in your video to test them out.
Then Facebook you know- so basically having a Facebook which leads to a quiz which then after the quiz you give them answers maybe a video answer where you like really give them some good content on the page because everyone loves to watch answers related to what they just told you. And then from there, you can ask them to schedule a phone call and actually we coach our clients and none of the clients that just came through this StoryMatters workshop from my perspective are ready for a full video funnel like Rory's. We're going to make them go through these intermediate steps of maybe making a quiz which you could create a small iPhone video Facebook ad that goes to this quiz and before you do all this work and build a big funnel like this I think it's good to test your message at the beginning with low production quality.
And your lead magnet your free offer might just be a quiz like. Very well designed questions that tell people about themselves. And then on that quiz and thank you pages after they finished you can write a video telling them what the results are and why that's useful and maybe giving them some value on that. But all of this needs to be tested and your message needs to be tested until you have a message that connects on Facebook. I wouldn't build out the rest of this because if you can't get people interested in the beginning, can't show that you understand their story that you have a solution and you have a roadmap for that solution and you don't need videos like the two hour videos like Rory to demonstrate that roadmap maybe you just need a quiz or something. And that's for you to know, a new business owner or business owner that doesn't have a marketing budget.
Now of course if you do have a marketing budget this is a lot and I don't know of an agency that does this because we've developed this basically in my own well. No one does this quite like we do it and obviously, their agencies do great work in other ways. So if you want to actually do this and you have a budget then you can join our coaching program or our StoryMatters Academy which is a very low-cost program to watch our videos and actually get access to our software all the pages. So all the pages that we have in this funnel map of where we actually have templated we give them out to coaching clients for story Guild or the story matters Academy which is our online video training. Also get free software from us so that is our attempt to reduce a lot of the technical complexity of this.
Obviously, there's some coaching videos that you need to watch and how to set up Facebook ads and emails and all these things so I mean basically if you want to build a funnel like this you're going to pay in one of two ways time or money. So if you've got the time watch all the videos we've got all this video training and we'll show exactly how to do all this. We have 80 hours of training in our Story Matters Academy.
Sam: [01:29:30] If you have the money, join the Story Guild learn how to do it with us coaching you if you want to take ownership of it or the very high level Some people just come to us and say I want to pay you to do our whole from start to finish and that's where I would get involved and personally do it for someone like we did for Rory.
But you know those are the options I can recommend. I can point you to another educational source online to do this method the way we do it because I just don't know anyone who's doing it. And that's the way to do it I think is start learning. You're going to pay with time or money. So by videos and watch and learn how to do every step yourself and use software that we have or some other software and then or if you want a fast track it then there's some higher-end solutions like coaching and custom builds.
Paddy: [01:30:19] And how does it normally take us look at Rory's funnel from the minute you first spoke to Rita the first on that. I don't know if.
Sam: [01:30:27] It took three months. So, Rory, we started in June at the workshop too in his avatar work, but he was even starting before that and like April, May of prepping, watching the videos, coming up with his avatar, his talk outline, by say three months of really focused work where we prep for the filming for about a month and a half.
We did the filming and then it took us six weeks to edit all the videos and build the final pages and write the emails and put it all in the marketing automation and the Facebook ads. And we're still doing parts of it. So I mean it's never done but once you get the minimum viable product out it's you know you can see the results are there. So Rory just happened to be in a place where he wanted to get it done right the first time and you know he took it he took a risk that would help him to nail the message and the free videos and the offer and the math has worked out.
Paddy: [01:31:20] So I think a lot of the time as well you so close to your business and so entrapped him what you're doing that it could be hard for you to have that objectivity to make some of the calls around what the title should be in the video and how to structure it and having someone do that with you is hugely beneficial as well. And Sam what if I don't feel like my avatar is pain oriented. And we've kind of touched on this in the last three episodes. But you made it clear to start with pain and try to identify with that and do you always recommend that or could you say go with goal let's say my avatar is very greedy they want money.
Sam: [01:31:53] Yes a pain oriented versus gain oriented we go over this and the empathy map and you need to speak to both their pain and their gain.
And I found that most campaigns work with a hook on the pain but if your avatar is maybe quite well off and just wants more. Or maybe they're very positive focused on their mindset. The gain might work better and that's one thing to do is test those headlines and see you know which headline works better. You know as you can before you create a video you could probably run some small Facebook as just with a pain oriented headline versus gain oriented headline and see which one works better with your customer group for a simple opt-in or an article read or even just the cost to get them engaged in a Facebook post.
You don't need to do anything fancy to test some different hooks. You know one of the things I would recommend before you create a video is if you have some ideas for pain oriented hook versus a gain-oriented hook create a Facebook ad with a nice image, create a headline that's pain oriented. Two, three of them to three headlines that are gain oriented and then just write a big article or something in the Facebook post don't even take them anywhere about the pain.
Maybe at the end, you might have them click off to your site and with a couple of hundred dollars spent on each you know maybe even last on each post. You can see what it costs to get someone to click through to your blog page from like a nice you know you could write the script of what you think is the Facebook ad and the hooks could be gain oriented versus pain oriented and you can test to for how many you want to test.
And I would be the way I would find out like is your avatar you know do you have a list then run this by your list and test it with your list if you have one with e-mails. Test it with Facebook ads with people who know you. Test it with people who don't know you but match your avatar, your interests and see which one they respond better to. With Rory why Love Hurts was a good hook and I think because we knew his Avatar and did the work we just intuitively went with that.
Paddy: [01:34:27] What if I am like so not comfortable in front of the camera. Can I just hire an actor or can I get a friend to beat his mentor figure?
Sam: [01:34:35] No. You if you're not comfortable on camera there's two options. One is and I actually have a client like this, Jan, who doesn't want to be on camera almost at all. So our plan with Yaun is he's helping everyone in our coaching group is a PowerPoint slide expert and in fact he might be a great future guest on this podcast because he's just phenomenal logical guy and he helps us actually with our chain of beliefs and are very content scripting and Jan doesn't want to be on podcasts or he doesn't want to be on video like barely wants to be on video. So our plan with him is to get like Bobby get people to speak on his behalf but have them carry the entire story. And actually, there's another client I had who didn't want to be on video at all, Abzugi.me which is a software development house here in Poland. We just made entire videos about people that had helped.
So that's that's actually a goal of ours and our Facebook videos as we're trying to replace me which I'm fine on camera. I'm not uncomfortable doing it but we're trying to replace me with people speaking on my behalf. So we have a new Facebook ad coming out with Rory and Wanda and some of our other clients speaking about the things that I'm not maybe that comfortable saying but need to be said and seen if they'll be a better hook at the beginning of the video than me because they're authentic they're not acting. I'd never hire an actor. Documentary style commercials are documentary style for a reason. Documentaries are not scripted. There's no actors in there and that's that's my philosophy at least. Now you could hire an actor and maybe that's you know Harmon brothers or some other techniques on advertising do that. But the style we do it is authentic reactions to questions of the owner or of people that you've helped.
And if you're not comfortable on camera you don't need to be like me on camera. You need to be like yourself and Patti the same way. I mean Patti is very different on camera quite more energetic and funny and entertaining to me. And I love these videos but I'm never going to make a video like Patti because that's not me and what people can see on camera is authenticity. If you're shy but passionate about your client they will love that because people they don't want you to be anyone but yourself. And once you get a sense of view and that you authentically care about them and your passion it doesn't matter if you're a good actor and this is where this documentary style interview and I've taken a lot of people who don't think they're going on camera and got great footage from them because they don't have to memorize lines they don't have to say some cheesy sales script they just answer the questions and then the work is in the editing.
Paddy: [01:37:27] That's a bit of a secret source in that documentary style because a lot of people are used to talking directly to the camera which is which is direct and can be uncomfortable because it's not a normal human conversation. And the skill of a good interviewer a creative director is just to tease that out of you as you say and you're upset right. I've seen people who normally cannot do video just uncouple themselves and I think a lot of introverted people also underestimate the strength the conviction they have. Again you touched on this you know this passion they just demonstrated in a different way and because it's authentic and you feed it you know you cannot fake authenticity. So when I see those adverts with you know actors appearing at the bottom and right come on it's obvious you can see it in their eyes. They don't believe what they saying in the same way a normal person would.
Sam: [01:38:11] Yeah and that's just the magic of the technique we use is it's not that hard. It's so hard to prepare for. But once you're on set you can really flow if they know their avatar. They know their product they've prepared for it. Mentally they don't need to write. In fact, one of the greatest fails I ever had and filmmaking was when I was shooting my own videos again and I tried to script it out and read them acting like I was being interviewed and it was totally authentic. My body language was horrible. And I realized that OK I'm over thinking this like I just need to be myself and talk my truth about what I believe related to marketing to story time and how I feel about my avatar and how I can help. And that's really what it takes.
Paddy: [01:38:56] So another good reason to be doing this for an avatar that you actually do like because this is often a moment when you can genuinely feel that you in the avatar aren't in a good relationship right now.
Sam: [01:39:06] Yeah, if you're on camera and you hate your avatar it's going to show. So in fact, I just got a, oh I've got to read this. I want to read this on the air because I just got this note from an ideal client. In fact, I'm going to end with this. Victoria who's one of our coaching or yeah one of our video course clients she said hi sam just wanted to say hi and update you on my progress. First of all, I got a new version of the StoryMatters workshop. Been listening to it today. Fantastic job even though it's pretty much the same materials the one before it makes me understand it even better because in the new case study. Thanks for that. On my progress, I finally broke up with my previous avatar. Yay. It was an abusive relationship and I'm glad I'm out of it. At the moment I'm building my marketing portfolio creating and running marketing campaigns for other businesses using content marketing and Facebook ads in terms of my new Avatar I'm not sure yet. I've been a bit of a slut in that sense working with any and every business interested my services just so I can practice running Facebook campaigns.
“And if you're not comfortable on camera you don't need to do it. You need to be like yourself” -Samuel P.N. Cook
Honestly, I couldn't be happier. It's challenging and quite risky. I'm totally and completely in love with it. I've learned that it's hard to sell Facebook advertising to companies but once they hear about some of my case studies they get quite interested.
I haven't gotten rich yet but I'm determined to make it my main source of income soon. I hope you're having a good time and thanks again for everything that you do.
Now this message I just literally got it yesterday was so heartwarming because that last point you brought back is this is a lot of work like what I just described is not easy. You're either going to pay in time or money and quite a lot of money to get someone to do this right.
And if you don't love what you're doing and love to tell stories and hear from and hear stories of people like your avatar it's going to get old and it got old with me when I did this before when I was in a business that I loved the beginning but kind of fell out of love with it.
And this is a great litmus test if you look at this kind of work and say I can't be bothered to go through it. And I was actually on a coach call with Victoria and I asked her about her mentor level offer and she was in some weight loss consulting or something she created a product that was successful and was like I don't want to create that. And I said why. And she said well I'm just not interested in coaching them at the high level.
And I said Well Victoria that may be a sign that you need to fire avatar. And I've just been on a conversation with you and I think what you're really passionate about is marketing and I encourage her to get into consulting and I literally just got this email yesterday and she told me that's exactly what was done. So this is this is a lot of hard work. But if you want to truly connect with your avatar and build a business around serving them. In my experience, that's what it takes.
And if you do this work it will be such an educational process. Even if you don't get it right the first time which I've seen I've done myself. You'll learn so much about your avatar and you'll never get it perfect you just find out if it works and then you build on that. And that's the power of this process. But yes Paddy it is a lot of work. There's no quick route to riches and I don't want anyone listening to this think that this is easy because the great lie of Internet marketing is that if you buy one course you will live a lifestyle like me with helicopters and Ferrari's, and you know working independently from all over the world. And it's really not true.
"It's an arms race out there online and any business owner who thinks there's like a magic formula to this is wrong." Samuel P.N Cook
I mean all these guys who say that that's the life they live are either lying or they're lying about. Yes, this is really my life because I remember when I was quote-unquote a digital nomad sitting in a bar in Portugal in Lisbon frustrated because I was spending 12 hours working on a project with crappy internet. Never got to the beach. They're either lying about their life being so easy and great or they're lying to you about how much work it will take to get that kind of life, cause to get that kind of life to really be on top of your game have a business that quote-unquote has passive income which is a myth.
There's no such thing as passive income, there's leveraged income but there's no such thing as passive income because as soon as you set up a funnel that works people are going to be watching you and competing with you and trying to innovate.
And if you don't stay on top of it and always improve it and get your funnel to the next level, other people come in and will make it better. It's an arms race out there online and any business owner who thinks there's like a magic formula to this is wrong and I'm not trying to sugarcoat how hard this is. Quite frankly it's a lot of work and I think I'm just starting to understand it myself.
Paddy: [01:43:46] So Sam I think I hear the chauffeur knocking on the door to take his back to the villa because we're in the Bahamas right now.
Sam: [01:43:53] The the cold autumn air of Warsaw following us to get back to our office and work on our own funnels.
Paddy: [01:44:06] So this is the end of the series. Sam tell us about the series that is coming up.
Sam: [01:44:10] Yes. So this is the first series in the podcast and I think the most important because it sets the foundation for everything we're going to talk about. But the way this podcast is going to work is we're going to have a house of cards style- let's call them seasons. And the next season is very near and dear to my heart and it's about mentorship.
The way I got to this point where I'm running an agency and I'm successfully running my own funnel and in coaching clients to get their own funnels up and running as it is, is a lifelong journey really. I think everything that I've done in my life. Thirty-nine years old right now as of September 2017 and everything I did to get to this point I can trace back to mentorship and mentorship at the earliest levels really.
You know it starts with my love of history and my first great mentor at West Point who taught me you know my passion for history as I was studying it. And then my mentors in the Army I had a mentor in the Army Lieutenant General H.R. McMaster who's now Donald Trump's national security advisor. May God have mercy on his soul. MacMaster I mean and he is up there fighting the big fight in terms of making sure history goes the right way in these challenging times in the world with North Korea and every other drama that is confronting our nation, self-inflicted or not. And he was a mentor of mine. I served under him for four years in the army in two different units and saw him operate in Iraq.
And he taught me the power of storytelling at a much higher level. I'll talk about that in one of the episodes. I interviewed someone who served with me under MacMaster the other mentor is going to be my history professor at NYU who was a guy who taught me the next level of thinking on history and storytelling and the fact that no stories are true. The question is are they useful.
And then the next episode after that will be with some of my online marketing mentors Andre chaperone and hopefully James Franco. My first mentor who taught me the overall business of marketing and then Ryan Spanier who was the guy who taught me filmmaking so it's going to be a series of interviews where I interview my mentors and talk about with them what I learned from each one of them because what I'd like to emphasize in this next series and we'll have an introductory episode to this is the power of mentorship.
And if this is overwhelming to you then realize that four years ago in 2013 is when I launched my first successful marketing campaign. Bobby McGee's and it was my first major campaign I launched and I happened to make it successful. The only reason I made that campaign successful was I had hired a mentor to coach me in business. I hired a mentor to mentor me through the product launch that we did for Bobby and I'd had mentorship from guys like Andre Chaperone and Ryan Sanger who taught me the power of storytelling.
So the way to shortcut success is to get great mentors and if you're overwhelmed in business or in your business marketing I hope this series gives you an idea of how mentors have impacted my life and you know taught me this cumulative body of knowledge and thoughts on storytelling which all of them helped me in some way in storytelling. And as you hear me speak to these mentors how they brought me to the next level and whatever I was doing at that point and how you can do the same and you can find your own mentor.
And that's really what I hope everyone gains in this next series is find a mentor and help them take you through this hero's journey that you're on because you're not going to get through the abyss the ordeal death and rebirth that a stage of the Hero's Journey without mentorship without Yoda. Now you're Luke Skywalker but you need to find that you really need to find that mentor. And I think this next series will really be very powerful and it's going to be great for me a trip down memory lane to speak to some of these people that have had a huge impact on my life. And hopefully by extension will impact yours by listening to the interview and then inspire you to find like-minded figures for your own journey.
Paddy: [01:49:03] Like I said I'm looking forward to that. And now we're all about the story but we're going to follow best practice and do a good old-fashioned call to action what should somebody listen to his podcast do next?
Sam: [01:49:13] OK so thank you for listening to the StoryMatters podcast. And I would first like to invite you to join the conversation on iTunes. People will find this episode if you review it and if you have something great to say we'd love to hear from it on iTunes if you have something some constructive feedback. We'd love to get that on email but you're welcome to put it wherever you want.
So please review us on iTunes. Go to the link in the show notes to our blog and reviews find us on iTunes or subscribe to us or reviews and you'll get your next episode delivered in your sleep on your phone and you can catch all the story matters up as they come out. Second thing I would like you to do is if you've not yet signed up for our e-mail list there's four free video series on storytelling in the digital age which is videos that match the visuals of the general construct we've talked about in this podcast and it's a different way of saying what we've just talked about in this long-form podcast and I think it'll be hugely valuable.
The great thing about these videos is you get to see how our funnel works how we remind you on email how we remind you on ads and get a sense of how you could do that yourself. And at the end of that if you want our help we have three great solutions to help you with your digital marketing and your business and you have to watch all four videos until we even present these offers to you because I believe that you need to understand all of this before you make a decision to invest in us or anything else. The storytelling in digital marketing videos really should help you change your thinking on marketing.
And after that, there's going to be three different programs that we've designed for people. If you're a business owner to get to the next level in marketing you need two things. One of two things time or money or if you don't have money which is a majority of small business or new business owners we've designed a program called the story matters Academy which is 80 hours of video training that we've shot with our high end coaching groups where I go through the entire body of knowledge that we use to execute our funnels from start to finish.
And this is everything that we know that we deliver to our coaching groups in private seminars here in Warsaw Poland. And it is 80 hours of footage. When you sign up for the Academy you get access to all of this footage. And when we shoot new versions of these workshops we always update and give you the newest versions of the workshops. You also get access to the landing page software that we use in our funnels that Rory used in his funnel. That will be in a closed beta version for the next year 2018 and you can get access that you can get all the education plus our software to remove the technical barriers to creating your funnel and you get access on a weekly call to one of our project managers for Q&A.
Sam: [01:52:24] And if you ever have any technical problems with our software we're happy to get on and do coaching calls with you to show you how to better use our software.
So if you have trouble with Facebook ads or any part of the technical parts of the funnel we want you to be able to ask our project manager how to do that because we know the devil's in the details and execution is what's going to stop you from getting a funnel like this so this is our solution to that problem of how to do it.
Now you might be in a situation where you have a marketing budget and you want to build your own funnel but perhaps you need help. And that's where our annual StoryGuild coaching program comes in. And that's a year-long program. We generally limit the group to about 30 people 30 to 35 people who are from across the world who show up every week on a day-long coaching call or I'm online for the entire day.
You show up and you pick your time. You can listen to other people get help with me it's a group call but you get one on one time with me for 20 minutes up to 20 minutes if you need it where I go through what you did last week would help you with your problem from last week and what you're going to do this week. It's an accountability call because these coaching calls happen in between four workshops every three months.
You're going to have a workshop on the four pillars of marketing when the first pillar is strategy the first workshop is strategy. The second workshop is on storytelling through film. Where we teach you how to build a video funnel from scratch, how to do all those scripting the directing on set. And then in post-production and editing with the sound and the video.
And then we also teach you the third workshop: how to do paid traffic and conversions on Facebook and Google and how to optimize your funnel. Test it. Monitor the numbers. The science of marketing and the final workshop is on content marketing which is the game changer the graduate level of marketing where you become a brand that's well known. Content marketing is something that Paddy's a big expert in and will be helping me lead that workshop.
So four workshops for the educational corps and for the story guild members you get to show up with me in person and go through this in small groups where when I'm teaching new material and during the exercises, the workshops are about 70 percent exercises where you do the work. We teach the content, where you do the work and then we walk around the room and help you with your specific business case study. So these are the same videos or these workshops that go on the StoryMatters Academy, but you get way more from being there in person and the personal interaction with me and my entire team which is at the workshop.
And then finally, after that we have the high level. So let's say you have money but no time. You don't want to invest the time in learning how to build your own funnel and you just want it done right from the beginning to end. We have custom funnel builds. And to qualify for the custom funnel build, you first, because my time is limited and I actually personally do the creative work for these funnels. You have to sign up for a paid consultation of two days. Usually you come to us in Warsaw or we come to you at your location. And these are personal consulting days with me. And after that consulting day we'll decide if it’s right for us to move forward based on whether we think we can help you, whether you're comfortable with the plan that we've created to get a full funnel map and a strategy and your avatar and your hero's journey all mapped out during that session.
And then after that we'll come out fly to your location do the filming with all of your clients for testimonials and this program is really designed for businesses that have really got a lot of revenue. They're comfortable in their marketing budget and they just want to pour gasoline on the fire. This is for people who really have a good product-market fit and understand that the only thing standing between them and the next level 10x in their business is a real marketing strategy and execution. So that's what you can expect if you go through our funnel.
And I just like to thank you for listening to the StoryMatters podcast, being a member of this community, and I look forward to continuing to have this conversation with you about storytelling the history and future storytelling.
Paddy: [01:56:56] So we'll see you again in season two