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How did you get started?

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Yeah.

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So the way I got started was in the fall of 22, we were a generalist marketing

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agency, actually doing a lot of recruitment marketing work at the time,

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which is where you help employers tell their story through social media

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and other types of media.

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So we'd done a lot of video at that point, but all, you know, traditional

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video shoots where you go on site and you capture interviews and things like that.

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We had a client from LA approach us and say, well, we want to do video, but we

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don't want to pay the big ticket price of having you fly out here and do a

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shoot in person.

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And so we thought, well, why don't if we just did a shoot remotely using a

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tool we use called Riverside, we just come across it.

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It's a podcasting platform, but we thought, what if we could use it for recording?

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We did the shoot, took 30 minutes, asked a few questions.

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He responded.

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We recorded all of it and we added that into shorts.

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His team posted it to Instagram and his views on videos went from an average

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of about a hundred views to when people started seeing his face on the Instagram

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profile in these videos, a thousand views to 5,000 views a piece in that range.

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And it got me realizing like he's probably not the only entrepreneur who

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doesn't have time to do video, doesn't have the budget for these big shoots,

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doesn't want to do a script, just needs somebody to make time in his calendar,

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ask him a few questions and then turn that into content.

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And that was the start of Dialogue Video Marketing.

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I love that.

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I love that.

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And that was, as I mentioned before, I feel like that's genius because

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everyone's on their computer all the time.

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As you just heard, I'm listening to music and writing and making videos myself.

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And I tell you that's, that's pretty much what we sit in or in front of our

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telephones, there's one thing that you mentioned regarding viewers and I cannot,

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I don't think I'd be doing my job to actually just allow the audience to

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hear the word viewers.

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What does that mean to people nowadays?

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Because it pretty much, it was like a yellow pages or a go to my website,

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but what does it mean to have viewers and to increase viewers?

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Yeah, that's a great question.

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I've never been asked that question, but viewers, when I talk about viewers,

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I'm talking about your audience or your following, which is kind of a unique

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thing we have in this day and age because of social media, you no longer have to go

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through TV stations or ad agencies or, you know, even the yellow pages and pay a lot

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of money to get a couple of people to see your ad and maybe one or two people to take

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action.

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You can now have a direct relationship with your buyers through your content you

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put out.

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And video is extremely important for that because it is the, it's called the king of

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content for a reason.

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It allows you to establish a connection with your audience that doesn't exist in any

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other format.

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And so when I say viewers, these are people that are following you directly,

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learning from you directly.

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This is your opportunity to teach them a lot of times as professional service

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providers.

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We are onboarding clients that sometimes we think, man, I wish they knew more about

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XYZ in my business.

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They would make for a better client.

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Well, guess what video content is?

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It's a way for you to basically create an entire, you know, client education program

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for free that creates better clients.

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You could argue for you if you do it well.

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So that's what viewers are.

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They're people that are learning from you, building that trust in you as a trusted

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provider, service provider.

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And ultimately, you're building those touch points with them over time, those video

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at a time so that one day they go, you know what, I'm ready to do business with this

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person.

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And it happens to me and it happens to our clients all the time has had a client

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last week, new client, started working, did her, you know, we'll start working with

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her a little bit in February, I believe of this year.

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Well, how many months is that?

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It's now October, eight months, eight months to decide to work with us.

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And that's because, you know, when you work in a professional services, that these

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are expensive, high stakes decisions people are making.

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So why not get them to know I can trust you over time?

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And keep that relationship going with regular content.

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We're gonna have viewers.

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Yeah, yeah, yeah.

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And you know, that that that phrase of no like interest you, it doesn't if and you

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please correct me, it doesn't take just one video.

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No, never rare.

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It could happen, right?

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It's like, well, if you if you try anything one time, good things could happen, right?

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If you if you go and try out for something for the first time, you know, you're going

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to get a spot on the team without any practice.

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It is possible.

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But is it realistic?

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No, it's not.

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Yes.

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And I think the key word, too, is trust you, right?

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That one video could attract you.

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But it doesn't necessarily, you know, make that that into all these people that you

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need to actually have a thriving, successful business and trust you long term.

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It's probably just maybe that immediate.

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And so when it comes to doing videos and doing it alone, what tips do you have for someone

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who is attempting to do it without you?

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Yeah.

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So I call it the content buddy system.

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Essentially, the content buddy system is this idea where, you know, you find a buddy,

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colleague, friend, family member, whoever you say, hey, can we get on a call once a

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week, every other week, once a month, record the call, ask each other questions about our

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businesses and use that footage for content.

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Even if you don't even use the video, you've got content you can use for LinkedIn posts

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or blog posts or an email, maybe to your list.

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So that's the easy way to do it.

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I advise people to find a buddy and interview each other.

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You don't even need to work with us to do that.

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Now, there's some nuance to that, right?

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And we've we've basically taken the content buddy system and we've taken the content

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buddy system and we've productized it in our business.

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It's we have a professional interviewer and who knows how to frame you and do certain

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things and make you feel safe and make you feel comfortable and make you feel like you

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can really be in the flow so you can share your genius.

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But you don't need all that to get started.

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Ultimately, you just need somebody to ask a few questions on video and you do that

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regularly enough and you get in the habit of that.

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You've got a decent content plan to start.

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And that's it's so social media and the world of the Internet will get you to believe you

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have to be overly exaggerated.

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So, audience, if you just heard him, he said, find a buddy and have a conversation.

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You don't need to, you know, open up doors or, you know, do a flip or jump on the bed

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in order to catch attention.

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It's merely just a conversation.

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And so when that conversation does happen and that that that content is created, is

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it to put it on all social media platforms or is there just a specific place that you

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would recommend someone to start?

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Yeah.

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So my audience is B2B founders and the like, you know, six figure founders, seven figure

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plus.

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And so I'll speak to what I know what they need to be doing.

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And that is primarily LinkedIn because that's where anybody in B2B is.

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And it's an extremely fast growing platform.

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It grew by over double digits.

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I think the last two years in terms of the user base, they're now at a billion users

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worldwide.

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That's about one in eight people in the world have a LinkedIn profile.

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So it's the place to be if you're in B2B.

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You can read in B2C.

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There's plenty of other platforms, but LinkedIn is the place to be to put this content.

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And to add to that, please explain to them what B2B is.

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And yeah, business to business.

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So this is if you're selling a professional service to other services or for example,

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an HVAC company would be B2C because you're selling to the end user, business to customer.

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B2B would be if you were selling parts to the HVAC company.

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Okay.

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Okay.

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Thank you so much because I tell you for entrepreneurs like myself or anyone else that's

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watching that has this grand big audacious idea and it's like, hey, let's learn some

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language or some lingo here to sound a little bit more knowledgeable and important per se.

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These are some great things because also a lot of people go on YouTube to check that

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out.

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Are you on YouTube as well?

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I'm in all the places.

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Okay.

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For my methodology, and this is for all of our clients, if you create a short video,

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guess what you can do with it.

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You can put it everywhere, everywhere on every platform is video first.

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Now Facebook, Instagram, YouTube, obviously, TikTok, obviously, and LinkedIn.

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LinkedIn now has a video feed.

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People aren't aware of that.

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Many people aren't aware of that.

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It's Instagram real style video feed.

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So the nice thing is I create one piece of content for LinkedIn and then my team can

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then distribute it across all the other platforms.

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And that's the same thing we do for our clients.

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Yes.

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So in the video aspect of this and what you do for your clients, would you say that this

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is the biggest challenge for entrepreneurs today?

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The video part of it?

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Yes.

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Yeah.

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Content.

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The biggest challenge for entrepreneurs today.

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Wow.

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You know, in terms of creating content, certainly, I wouldn't call it the biggest challenge across

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the board.

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Okay.

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What I would say is the biggest challenge for entrepreneurs today is to build that trust

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quickly.

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Okay.

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Right.

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Because what does everybody want?

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Everybody wants sales, right?

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Well, how do you get a sale, especially in B2B?

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If someone's going to buy a $30,000 service, are they going to buy it from one time?

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No, we talked about that.

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They got to build that trust over time.

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So how do you build that trust over time?

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You bug them and say, Hey, do you want to buy?

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Hey, do you want?

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No, you give them value over time.

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So you do content marketing and within that content marketing, that is post-production,

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that is posting on LinkedIn or doing a newsletter or doing blog posts, all of these pieces of

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content you're training your audience.

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The single most difficult one to achieve is video.

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If you're doing it the old way, the old way is you polish money and prep and scripts.

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That's not the way you need to do video anymore.

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In fact, I was having a conversation with a client this morning and he said somebody

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DMed him on LinkedIn after he published.

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This wasn't a video, but as an example of this, this idea of like polish versus unpolished,

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he posted a really nice picture of himself, professional, professional picture, you know,

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headshot and wrote a post to go with it.

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And somebody DMed him and said, you know, I just skip over those.

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That's not on brand for you.

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I think if you just keep sharing real images and other real content, that's what I'm here

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for because I really appreciate that perspective from you.

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And that's the, that's where we're going to as a society.

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We don't want polish because polish implies this veneer and this message and this,

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this lack of real.

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We all want real.

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There's enough fake in the world, especially with AI content.

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So that's where if you do video content and you do it regularly, you build that trust

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factor over time and you earn that 30,000 plus dollars sale as a, as a professional

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service provider or any other B2B business.

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And what you just said, I'd love to, for you to reiterate, um, the, the standstill,

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the polished look versus someone being authentic and genuine is really what

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people are looking for.

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Because as, as I have stated here on this show, I want to know the people behind the

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website, right?

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Because you're very polished.

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All websites are very polished.

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So I believe that people have that same desire is to really know the person behind

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the business as well.

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So that polished look is not as desirable as we used to think it was.

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Right?

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Correct.

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There's a time and place for it.

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No doubt.

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You want your president to show up with pomp and regalia to the podium to make a speech.

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We all want that.

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It'd be weird if he showed up in a sweatshirt and he's like, Hey guys, this is, you know,

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let's just talk.

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It would be weird.

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There are situations for that, uh, that call for that, but more and more that is less

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relevant because we associate pomp and circumstance and polish with fake.

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Yeah.

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So if you want to connect with your audience, you got to ditch that polish.

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Not every time there's very unique circumstances when it's real and good, but you want to

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ditch as much of that as possible.

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If you really want to connect with your audience and you speak about helping businesses that

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are six figure, seven figure in my mind, right.

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And maybe in the audience's mind, you would think that they often have to be polished.

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So the content in which you help them create is pretty much authentic and organic and genuine

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as anything else.

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Correct?

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Yeah, absolutely.

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We're just using their cell phones to do these recordings.

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We don't do have one client locally.

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Every other client is remote.

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And so we just use their cell phone selfie camera to shoot these videos.

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We get 4k footage and then we edit it.

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And, uh, we might add a little bit of B roll, which is that, you know, when someone's

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talking, it switches to that, you know, some other footage happening, switches back to

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them talking that kind of footage.

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Uh, we had captions, we had any kind of animations and sound effects and music if needed,

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but ultimately the video is just them sharing value.

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That's the core of what people want is value.

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That's real.

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That's actionable, not hoity toity ideas with this polished veneer.

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Yes.

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And I think that it's, uh, for myself, when I started video and you would get the,

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the average or the other videos that were polished were because they had people doing

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video outside for them, right?

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It's not the cell phone.

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And I've heard this thing and maybe other people have is that the platforms are now

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being able to tell if these videos have been, have gone through a ton of, um, editing,

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right?

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To a point where it's no longer authentic or genuine.

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Is there some truth to that?

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That's a great question.

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I don't know anything about that, but I would not be surprised.

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These algorithms are more and more increasingly getting stricter on the type of content they're

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letting through for their audiences.

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So I would not be surprised by that.

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Yeah.

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And I, and I, and interesting enough is when I posted something and I realized that I had

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to edit it a whole bunch of times, I think I might've gotten maybe about 15 views versus

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me just uploading something randomly with my eyes closed posting and ghosting.

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And I feel like I got more views posting and ghosting than I did with me trying to tailor

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it to the needs.

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And I think that that's one thing, um, you know, we've talked about a lot of trust and,

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and learning, having people to learn who you really truly are so they can trust you when

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recommending your business or actually taking action to get the business is we, we really

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need to start trusting individuals and making sure with whom we want to do business with

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is very genuine and authentic, right?

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Um, not much.

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I won't say nothing in life is free, but not much is free.

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And no one wants to just spend their money for something they could have done on their

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own.

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So I truly still find extreme value in what you do.

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And I'm still often very surprised.

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So when it comes to your business, what are your goals for the next six to 12 months in

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your business?

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Yeah.

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Six to 12 months would be to double the size of the business, um, extract myself from a

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lot of the operations right now.

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We have about, oh, I want to say 12 clients, 10 clients.

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We just onwarded a few, so I haven't done the reason, but, um, still a very small

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agency, but growing.

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Yeah.

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And part of that growth is learning to extract myself from doing everything myself.

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Yes.

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Uh, and, and really finding the right team.

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So even this morning I was emailing our newest producer, giving her some direction and

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asking, are you okay doing this?

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And, and then hired our newest editor a couple of weeks ago.

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So we've got a team of editors, team of producers and, um, getting really good at, you

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know, so we can scale, right?

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So I'm the bottleneck for my business.

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So the next six to 12 months is really getting the team in a place where they're ready.

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Um, and, and able to handle more work so I can focus on sales and marketing, double

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size the business.

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Um, one of my other goals for next year, I haven't yet cemented it, but it's a fun

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one.

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It's, it's one I did for the first time for this last year, 2024.

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One of the goals for 2024 was take five whole weeks of vacation, one week at a time.

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And that was a good one.

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Cause I, I realized I'd been working professionally since 2010 and I never

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taken more than I think two weeks.

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I don't think I've even ever took two weeks at a time, right?

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Cause I worked corporate for eight years and then I went on my own in 2018.

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But I realized my daughter was born in the fall of 23.

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And I realized I took three weeks off and the world didn't explode.

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And I was like, wait a second.

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Why haven't I done this before?

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This is ridiculous.

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I shouldn't have to wait till I'm retired to take time off.

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So my goal for 23 was five weeks.

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So it'll be bigger goal for 24.

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And with that, I'll also do as a side benefit is prove how well I've built my

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team, if they can handle things without me.

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So we'll see, let's see how that goes.

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So a couple of things like that are goals.

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Otherwise there's probably a couple others I'm going to be aiming for here.

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It's, you know, it's goal setting time.

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Thank you for being here today.

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I'm really happy that you tuned into Vision Pros Live.

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I'm looking forward to seeing your reactions as these episodes continue to move forward.

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This is going to get more and more fun.

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We'll have more and more engagement as well.

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We'll invite people to participate in the show and thank you for giving us your time

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and attention.

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Have an excellent time building out your vision and becoming a Vision Pro yourself.