1 00:00:01.00 --> 00:00:04.02 - Selling yourself is a really tricky thing. 2 00:00:04.02 --> 00:00:06.06 It's challenging because essentially, 3 00:00:06.06 --> 00:00:09.03 it's the task of selling the intangible, 4 00:00:09.03 --> 00:00:12.09 promoting the service and abilities of a person. 5 00:00:12.09 --> 00:00:16.03 Not only that, but it can really be hard to figure out 6 00:00:16.03 --> 00:00:19.05 how to come across with the right tone and energy. 7 00:00:19.05 --> 00:00:21.01 You can't just make a video about 8 00:00:21.01 --> 00:00:23.02 how absolutely amazing you are, 9 00:00:23.02 --> 00:00:27.01 or it will definitely turn off a large segment of viewers. 10 00:00:27.01 --> 00:00:29.00 You need to connect with your audience, 11 00:00:29.00 --> 00:00:31.09 and relate to them in ways that draw them in 12 00:00:31.09 --> 00:00:34.02 without rubbing them the wrong way. 13 00:00:34.02 --> 00:00:37.01 And finding this balance comes down largely 14 00:00:37.01 --> 00:00:40.05 to the substance and style that you choose 15 00:00:40.05 --> 00:00:42.07 to depict in the video. 16 00:00:42.07 --> 00:00:44.07 Let's talk about this. 17 00:00:44.07 --> 00:00:47.02 Before making a self-promotional video, 18 00:00:47.02 --> 00:00:50.06 it's important to figure out why you're making it. 19 00:00:50.06 --> 00:00:53.07 Is it primarily to attract new customers, 20 00:00:53.07 --> 00:00:56.03 to increase existing customer engagement, 21 00:00:56.03 --> 00:01:00.02 to offer brand awareness, to educate, 22 00:01:00.02 --> 00:01:04.06 to inspire, to drive traffic and sales? 23 00:01:04.06 --> 00:01:08.01 Each of these purposes comes with different approaches 24 00:01:08.01 --> 00:01:10.09 that you can take in the video. 25 00:01:10.09 --> 00:01:13.03 If you want to focus on multiple goals, 26 00:01:13.03 --> 00:01:17.05 it's actually, often a good idea to make multiple videos. 27 00:01:17.05 --> 00:01:20.01 That's because the more ideas you try to fit 28 00:01:20.01 --> 00:01:22.05 into a short video, the more you may 29 00:01:22.05 --> 00:01:24.02 confuse your audience. 30 00:01:24.02 --> 00:01:27.08 In most cases, simpler is better. 31 00:01:27.08 --> 00:01:30.02 Once you're aware of your main motivations, 32 00:01:30.02 --> 00:01:33.00 and have a strategy on how you want to focus 33 00:01:33.00 --> 00:01:35.06 the video's message, you need to figure out 34 00:01:35.06 --> 00:01:39.06 the specific direction or approach that you want to take. 35 00:01:39.06 --> 00:01:41.07 Now in the previous movie, I talked about 36 00:01:41.07 --> 00:01:44.00 figuring out the what. 37 00:01:44.00 --> 00:01:46.09 And here I just want to expand on that a bit 38 00:01:46.09 --> 00:01:49.04 by talking not only about the content, 39 00:01:49.04 --> 00:01:53.02 but also the approach and the style. 40 00:01:53.02 --> 00:01:55.07 Maybe you want to take a narrative approach, 41 00:01:55.07 --> 00:01:58.02 where you use story telling to help demonstrate 42 00:01:58.02 --> 00:01:59.09 key concepts. 43 00:01:59.09 --> 00:02:03.09 Or, you may want to explore a problem-solution format, 44 00:02:03.09 --> 00:02:06.04 perhaps showing how you're able to solve problems 45 00:02:06.04 --> 00:02:08.02 in a unique way. 46 00:02:08.02 --> 00:02:10.08 You might also make a testimonial video, 47 00:02:10.08 --> 00:02:13.08 where customers or clients provide engaging sound bytes 48 00:02:13.08 --> 00:02:15.02 to help promote. 49 00:02:15.02 --> 00:02:19.03 Or, you may want to put together an endorsement-based video 50 00:02:19.03 --> 00:02:22.02 where a highly influential person or celebrity 51 00:02:22.02 --> 00:02:26.03 does the job of selling another person. 52 00:02:26.03 --> 00:02:29.09 Or, you may take a more informative approach, 53 00:02:29.09 --> 00:02:33.05 or an entertainment approach or a commercial approach. 54 00:02:33.05 --> 00:02:36.04 You've seen each of these tactics hundreds of times, 55 00:02:36.04 --> 00:02:39.02 and you probably have some opinions about what you think 56 00:02:39.02 --> 00:02:41.04 works better than others. 57 00:02:41.04 --> 00:02:43.08 But, as we said before, 58 00:02:43.08 --> 00:02:46.08 it's not only what you think works best, 59 00:02:46.08 --> 00:02:49.00 it's also about what your target audience 60 00:02:49.00 --> 00:02:51.03 is going to relate to. 61 00:02:51.03 --> 00:02:54.03 After nailing down the general approach or approaches 62 00:02:54.03 --> 00:02:57.01 that you want to take, you need to laser focus 63 00:02:57.01 --> 00:02:59.08 on what you want your tone to be. 64 00:02:59.08 --> 00:03:03.00 This is your character, your attitude, 65 00:03:03.00 --> 00:03:06.02 how you want your audience to feel. 66 00:03:06.02 --> 00:03:08.03 The same person can create different 67 00:03:08.03 --> 00:03:11.05 self-promotional videos with drastically different tones, 68 00:03:11.05 --> 00:03:14.05 but generally, the tone should go hand-in-hand 69 00:03:14.05 --> 00:03:16.04 with your goal and your approach, 70 00:03:16.04 --> 00:03:18.06 so that everything is working together 71 00:03:18.06 --> 00:03:21.06 to represent you in the best way possible. 72 00:03:21.06 --> 00:03:23.07 So let's break this down. 73 00:03:23.07 --> 00:03:26.06 Here again, are just some of the goals and approaches 74 00:03:26.06 --> 00:03:28.05 that we've mentioned thus far. 75 00:03:28.05 --> 00:03:29.07 These should look familiar. 76 00:03:29.07 --> 00:03:31.05 We just saw this list. 77 00:03:31.05 --> 00:03:34.05 And here's a different list, which shows 78 00:03:34.05 --> 00:03:36.04 quite a few different tones that you can take 79 00:03:36.04 --> 00:03:37.05 with your video. 80 00:03:37.05 --> 00:03:40.00 And generally, you might have a good idea 81 00:03:40.00 --> 00:03:41.06 which way to go. 82 00:03:41.06 --> 00:03:43.01 For just one example: 83 00:03:43.01 --> 00:03:46.01 if your goal is to attract new customers, 84 00:03:46.01 --> 00:03:49.05 and your approach is to adopt a problem/solution format, 85 00:03:49.05 --> 00:03:53.07 you may want to try a tone that is instructive 86 00:03:53.07 --> 00:03:56.06 or conversational or maybe motivational, 87 00:03:56.06 --> 00:04:00.02 but depending on your target audience and your brand, 88 00:04:00.02 --> 00:04:03.03 you may have some room to be humorous or entertaining 89 00:04:03.03 --> 00:04:05.05 or even artsy. 90 00:04:05.05 --> 00:04:09.05 You can also experiment with combining multiple tones. 91 00:04:09.05 --> 00:04:11.06 That's where it gets really interesting; 92 00:04:11.06 --> 00:04:14.09 figuring out what tone fits you is really where 93 00:04:14.09 --> 00:04:18.00 self-promotional messaging gets fun. 94 00:04:18.00 --> 00:04:20.07 Before we move on, I want to go back to Banks, 95 00:04:20.07 --> 00:04:22.07 and talk to her about some of these concepts, 96 00:04:22.07 --> 00:04:23.09 and see where she sees herself 97 00:04:23.09 --> 00:04:26.07 in terms of some of these concepts surrounding 98 00:04:26.07 --> 00:04:30.08 the substance of what she wants for this video. 99 00:04:30.08 --> 00:04:33.06 Banks, there are so many different types of ways 100 00:04:33.06 --> 00:04:34.07 that you can promote yourself. 101 00:04:34.07 --> 00:04:37.07 You know, there is a standard video resume where you know, 102 00:04:37.07 --> 00:04:40.04 someone basically just very dryly reads their resume. 103 00:04:40.04 --> 00:04:41.07 That's not what we want here. 104 00:04:41.07 --> 00:04:43.00 - Excellent. 105 00:04:43.00 --> 00:04:46.09 - There are some very engaging and humorous approaches, 106 00:04:46.09 --> 00:04:50.07 and so before we kind of delve into that style, 107 00:04:50.07 --> 00:04:52.06 and kind of what you want you know, 108 00:04:52.06 --> 00:04:54.02 visually and aesthetically out of this, 109 00:04:54.02 --> 00:04:55.09 let's start with a little bit more bare bones 110 00:04:55.09 --> 00:04:58.04 and talk about what content-wise, 111 00:04:58.04 --> 00:05:00.05 you would like to see in this video. 112 00:05:00.05 --> 00:05:03.01 What is it about yourself, your practice, 113 00:05:03.01 --> 00:05:06.05 and your philosophy, that you want to show the world? 114 00:05:06.05 --> 00:05:09.03 - I think, it's such an overused word, 115 00:05:09.03 --> 00:05:10.07 but I'm going to use it anyway. 116 00:05:10.07 --> 00:05:12.06 I think I really want it to feel authentic. 117 00:05:12.06 --> 00:05:15.05 What I don't want, I'll start with that, 118 00:05:15.05 --> 00:05:17.04 is I don't want it to feel sales-y. 119 00:05:17.04 --> 00:05:19.00 I'm not selling anything. 120 00:05:19.00 --> 00:05:22.06 I really am offering a valuable service to my clients, 121 00:05:22.06 --> 00:05:25.03 and I want my clients or anyone seeing this 122 00:05:25.03 --> 00:05:29.08 to take away from it that I am their fiercest advocate, 123 00:05:29.08 --> 00:05:33.03 that I really care about their being successful, 124 00:05:33.03 --> 00:05:37.00 and respect them and land with where they are 125 00:05:37.00 --> 00:05:39.02 as a human being on this planet, professionally, 126 00:05:39.02 --> 00:05:43.01 personally, and know that there's a lot that's already 127 00:05:43.01 --> 00:05:45.02 really great about that, and let's honor that, 128 00:05:45.02 --> 00:05:47.09 and if there are places that I can be of supportive 129 00:05:47.09 --> 00:05:50.05 or be of service to them, to help them optimize and 130 00:05:50.05 --> 00:05:52.09 again, help successful people be more successful. 131 00:05:52.09 --> 00:05:55.03 That's really important to me, 132 00:05:55.03 --> 00:05:57.08 so in terms of the pillars of my philosophy, 133 00:05:57.08 --> 00:06:00.04 you know I really, confident, powerful, smart and fun. 134 00:06:00.04 --> 00:06:02.05 That's how I want people to feel when they see this. 135 00:06:02.05 --> 00:06:05.03 The fun piece is huge for me because 136 00:06:05.03 --> 00:06:09.02 I kind of have a quirky personality and I think 137 00:06:09.02 --> 00:06:12.03 we do laugh a lot when I work with my clients and 138 00:06:12.03 --> 00:06:14.09 they cry sometimes and sometimes none of those things happen 139 00:06:14.09 --> 00:06:17.09 but the piece around having it be, 140 00:06:17.09 --> 00:06:20.06 much more than sitting in an office and just 141 00:06:20.06 --> 00:06:23.00 talking into a camera, like be creative, 142 00:06:23.00 --> 00:06:25.08 be visually interesting, but at the end of the day 143 00:06:25.08 --> 00:06:29.04 be sort of consummately professional, 144 00:06:29.04 --> 00:06:32.03 because that's really sort of where I live. 145 00:06:32.03 --> 00:06:33.01 I think. 146 00:06:33.01 --> 00:06:33.09 - Yes, absolutely. 147 00:06:33.09 --> 00:06:35.06 I think that everything you just said, 148 00:06:35.06 --> 00:06:38.02 really boils down to you being supportive. 149 00:06:38.02 --> 00:06:40.08 I love that you said I'm your fiercest advocate. 150 00:06:40.08 --> 00:06:43.01 And so everything, all the language, all the visuals, 151 00:06:43.01 --> 00:06:46.03 the message that we convey, should really have that 152 00:06:46.03 --> 00:06:47.02 as its foundation. 153 00:06:47.02 --> 00:06:48.06 - Terrific, yeah! 154 00:06:48.06 --> 00:06:52.09 - And you have mentioned this, four pillars of 155 00:06:52.09 --> 00:06:56.02 your philosophy several times. 156 00:06:56.02 --> 00:06:58.05 You are confident, powerful, smart, fun. 157 00:06:58.05 --> 00:07:00.01 I think we could have fun with that. 158 00:07:00.01 --> 00:07:02.02 I think that we can- - Cool! 159 00:07:02.02 --> 00:07:04.03 - Can take it, take your cue and have fun with that. 160 00:07:04.03 --> 00:07:09.05 And as we start to talk about how we represent that 161 00:07:09.05 --> 00:07:12.04 in video form, let's think that over, because 162 00:07:12.04 --> 00:07:14.09 I think that can really rise to the surface and sort of 163 00:07:14.09 --> 00:07:16.06 define the structure, and we'll talk about that 164 00:07:16.06 --> 00:07:17.05 structure a little bit- - Cool, can I 165 00:07:17.05 --> 00:07:19.03 clarify one thing really quickly about the fun piece? 166 00:07:19.03 --> 00:07:20.02 - Yeah. 167 00:07:20.02 --> 00:07:22.06 - Which I really loved, and it's also really important 168 00:07:22.06 --> 00:07:28.00 to me that while fun is there, that it's not just fun. 169 00:07:28.00 --> 00:07:29.00 It's that we can have fun doing 170 00:07:29.00 --> 00:07:30.09 really, really important work. 171 00:07:30.09 --> 00:07:33.07 But it's taking all of those business and legal 172 00:07:33.07 --> 00:07:36.03 and leadership and professional skills, 173 00:07:36.03 --> 00:07:38.05 and focusing them in service to my clients, 174 00:07:38.05 --> 00:07:41.01 and creating success and having some fun while we're at it. 175 00:07:41.01 --> 00:07:42.09 It's the most important work there is, 176 00:07:42.09 --> 00:07:44.05 and we're not breakin' rocks, you know, 177 00:07:44.05 --> 00:07:46.03 we can have a good time while we're doing it. 178 00:07:46.03 --> 00:07:48.04 - Well, I think that fun is definitely going to 179 00:07:48.04 --> 00:07:51.08 rise to the top in terms of how this video comes together. 180 00:07:51.08 --> 00:07:53.08 I think it's going to be the absolute opposite 181 00:07:53.08 --> 00:07:56.08 from a dry video resume of reading off your qualifications 182 00:07:56.08 --> 00:07:58.03 and background. 183 00:07:58.03 --> 00:08:00.09 So let's really dig in creatively and 184 00:08:00.09 --> 00:08:03.08 figure out how we can you know, get that 185 00:08:03.08 --> 00:08:06.06 in the most engaging video form that we possibly can. 186 00:08:06.06 --> 00:08:08.02 - [Banks] Awesome, I'm in. 187 00:08:08.02 --> 00:08:10.00 - I think Banks has a lot of confidence 188 00:08:10.00 --> 00:08:13.00 and a lot of great ideas of what she wants for this video. 189 00:08:13.00 --> 00:08:16.05 And these four pillars of her coaching philosophy 190 00:08:16.05 --> 00:08:19.00 keep coming to the forefront. 191 00:08:19.00 --> 00:08:21.02 And I think it's slowly becoming very clear, 192 00:08:21.02 --> 00:08:23.01 that they will likely be very important 193 00:08:23.01 --> 00:08:25.03 in how we make this video. 194 00:08:25.03 --> 00:08:27.06 So things are coming together in terms of 195 00:08:27.06 --> 00:08:29.05 substance and approach. 196 00:08:29.05 --> 00:08:31.04 I was also interested to know what she thought 197 00:08:31.04 --> 00:08:35.01 in terms of her style and visual aesthetic. 198 00:08:35.01 --> 00:08:37.07 Let's hear what she has to say about that. 199 00:08:37.07 --> 00:08:39.09 So I think we have, generally a good idea of 200 00:08:39.09 --> 00:08:41.06 the content that you want to convey, 201 00:08:41.06 --> 00:08:46.05 but I'm interested about the aesthetic and the style 202 00:08:46.05 --> 00:08:51.04 that you want to kind of define the look of this video. 203 00:08:51.04 --> 00:08:53.02 Can you talk about the style that maybe you've 204 00:08:53.02 --> 00:08:54.09 already defined in your website, 205 00:08:54.09 --> 00:08:57.09 any other creative works that you've done. 206 00:08:57.09 --> 00:09:00.06 What should I know, before going into this, 207 00:09:00.06 --> 00:09:02.08 that you know, you've already established yourself, 208 00:09:02.08 --> 00:09:05.07 in terms of your visual, your aesthetic, your brand? 209 00:09:05.07 --> 00:09:07.04 - It's important to me that it's visually clean. 210 00:09:07.04 --> 00:09:10.01 There's not a lot of clutter, because my job is 211 00:09:10.01 --> 00:09:11.06 to break through the clutter, for my clients, 212 00:09:11.06 --> 00:09:13.09 and so if I have a cluttery thing, 213 00:09:13.09 --> 00:09:15.04 it doesn't make a lot of sense. 214 00:09:15.04 --> 00:09:18.07 That one of my colors, actually it's funny, 215 00:09:18.07 --> 00:09:19.08 is pretty much this. 216 00:09:19.08 --> 00:09:22.00 It's kind of a grayish, slate, blue 217 00:09:22.00 --> 00:09:25.08 that I use as kind of a through line on my website. 218 00:09:25.08 --> 00:09:27.06 And I did quite a bit of research into that, 219 00:09:27.06 --> 00:09:30.03 into colors, and how they attach to emotion, 220 00:09:30.03 --> 00:09:32.09 and how they make you feel, and this color blue 221 00:09:32.09 --> 00:09:36.07 is calming and it helps create clarity and 222 00:09:36.07 --> 00:09:40.03 so I thought that was, not only is blue my favorite color, 223 00:09:40.03 --> 00:09:42.09 but I thought that was a nice connection 224 00:09:42.09 --> 00:09:43.08 with the work that I do. 225 00:09:43.08 --> 00:09:46.00 So, if you look at my website, you'll notice that 226 00:09:46.00 --> 00:09:49.05 this color is the bottom band, and tends to inform 227 00:09:49.05 --> 00:09:52.03 a lot of the text and graphics. 228 00:09:52.03 --> 00:09:55.04 The other thing I think that's really important for me is 229 00:09:55.04 --> 00:09:57.00 I get real with my clients. 230 00:09:57.00 --> 00:09:59.00 We just, I think, that's my legal brain. 231 00:09:59.00 --> 00:10:01.01 It's like okay, we're talking about a, 232 00:10:01.01 --> 00:10:03.06 but are we really talking about b, let's, yes or no, 233 00:10:03.06 --> 00:10:04.08 tell me what we're doin'. 234 00:10:04.08 --> 00:10:08.05 And let's, again, cut through the chaff and get to the germ 235 00:10:08.05 --> 00:10:12.07 of what the real issue is, and so I think 236 00:10:12.07 --> 00:10:16.03 I don't really even want something that's like pretty. 237 00:10:16.03 --> 00:10:18.02 Like I want it to be really sort of robust 238 00:10:18.02 --> 00:10:22.03 and down to earth, and kind of in keeping with that. 239 00:10:22.03 --> 00:10:24.08 I'm over talking it a little bit but does that make sense? 240 00:10:24.08 --> 00:10:30.08 - Yes so clean, uncluttered, but also down to earth 241 00:10:30.08 --> 00:10:35.02 and solid and strong. 242 00:10:35.02 --> 00:10:39.01 I think that that will inform us very well as we sort of 243 00:10:39.01 --> 00:10:42.08 look at clothing options and locations, 244 00:10:42.08 --> 00:10:47.00 different backgrounds because there are so many different 245 00:10:47.00 --> 00:10:50.05 places that we could shoot and ways that we could shoot 246 00:10:50.05 --> 00:10:54.06 but we'll keep that in the back of our minds 247 00:10:54.06 --> 00:10:55.05 as we're looking at everything, 248 00:10:55.05 --> 00:10:57.06 because stylistically it's important that we 249 00:10:57.06 --> 00:11:00.00 match your brand which you've already established. 250 00:11:00.00 --> 00:11:02.08 Alright, so I believe we've got some solid ideas 251 00:11:02.08 --> 00:11:06.00 for how Banks is going to approach her own special brand 252 00:11:06.00 --> 00:11:08.04 of self promotional video creation, 253 00:11:08.04 --> 00:11:11.00 in terms of substance and style. 254 00:11:11.00 --> 00:11:14.03 Now that we have this additional, important information, 255 00:11:14.03 --> 00:11:17.00 let's move forward and talk about how to get 256 00:11:17.00 --> 00:11:20.01 all of these great ideas into a solid structure.