- So my private clients and students say that
learning this one thing makes creating
their video content so much easier.
Wanna know what it is?
Stay tuned cause that's coming up next.
Welcome back, it's Tracy Phillips with
videoscriptsuccess.com where I help you
take your brilliant but scattered ideas
and turn them into engaging marketing videos.
So listen, make sure that you hit
the pretty red subscribe button and that notification bell
so that you get notified every time I upload a tip
a trick, or a tool to help you make great online videos.
Today, we're going to talk about your customer journey
because this is the work that you need to do
so that your audience feels like
your speaking directly to them.
You know when you're watching a video and you're like
oh my gosh, she's talking just to me.
That's what we're gonna to do today.
We're going to figure out what we need to do
to make sure your audience feels like they belong.
So here's what we wanna do.
We want to create relevant and engaging videos right
that are made for someone who's
experiencing you for the first time.
So they're experiencing your expertise
for the very first time and that means
you have to put on your newbie shoes right.
So we have to think about
where were they before they found you?
And where they're going to be after they take your program,
buy your product, work with you as a coach right.
And then there are micro steps in between
the before they find you and after they work with you.
And those micro steps are your micro nurture videos.
Ta-da!
But, before I tell you how exactly to do that,
I want to talk about a couple common pitfalls
that happen in the video world.
So the first pitfall is the curse of knowledge
and these are the videos that you see
where their video is created from the perspective of
what you know and not from the perspective of
what your audience needs to know.
Right, these are the videos where you forgot to put yourself
into the newbie shoes and then you end up talking
at your audience and not with them.
Right, so let me give you an example.
I'm gonna show by example of the curse of knowledge.
You're too close, you know too much.
It's not a bad thing, but we have to again
step back and put those newbie shoes on.
So let's say that you are an expert runner.
And you have an eight week, live course
that you're going to run newbie runners.
People who have never run before.
They're overweight, they're out of shape,
their couch potatoes, they have never put on
a pair of sneakers before.
So they know nothing about running.
Right, so when we talk about a nurture sequence,
a nice arc, getting people into that course.
Here's what it should look like.
The first video would of course be what I call
the seeds of change, you're planting the seeds of change.
Running is great for you, it's going to change your life.
You feel like you're out of shape,
you don't know what to do, you're low on energy.
This is why running is so great for you.
You give the what and the why's of running.
This is a great video, inspires them.
They're like yes I want the next video.
And the next video would be, what most people say,
Stretching, teach them how to stretch before they run.
Errr, that is not right.
You, as a runner, would stretch next right,
but you know how to run, they have never run before.
So what's going through their head?
They're going what should I wear?
I don't know what to wear, do I have to wear those
really ugly froggy shoesies?
I don't really want to wear those.
Okay, so your next video, would be about
what to wear, where to find it.
So you need to give them the fundamentals,
the real basic step way way way back
to what will help them succeed.
Because again, we want them to succeed.
We want them to know, like and trust you.
Right, so they keep following you.
And they're following you along
and then you get to the next video.
And what's the next video, okay, now we can stretch.
Errr, no, not ready to stretch yet.
Right, so now we might talk about
foods that can help your running or hurt them.
Talk about nutrition, we could talk about running form.
But, we are not going to hit the pavement, why?
First of all, it's unkind to your audience.
They're not ready yet, but second of all
that's what your paid course is, right.
So, your paid course is a running course.
So get them set up, get them ready, get them
giving them little micro wins each time so they're ready,
and they're excited to start running.
So that's what a story arc would look like
from the perspective of your audience.
Right, so don't fall into that curse of knowledge.
So another pitfall I see is trying to impress your audience
with the alphabet soup that lives after your name.
Listen, I think it's great that you went
and you got all those degrees but guess who doesn't care.
Your audience, right.
You think that that gives your authority.
You say it so that they believe you.
They believe you if you're giving them information
that they haven't heard before
and that you're giving it to them
in a way that they can digest it.
In small bites, are you getting the memo here?
Small, digestible, little videos that help move them along.
Right, okay and the third pitfall
is the fire hose of information right.
You just keep talking at them, you're not talking with them.
You're just going to give them everything,
because a lot of people think you have to
put a lot of stuff into the video.
No, no, no, one thing at a time.
Remember when I talked about that running example,
it's one small thing, here's nutrition.
It's one small thing, here's what to wear.
This is why you do the customer journey
and you plot out the little micro steps
that someone would need to take
in order to have success working with you.
Which brings me to how you're going
to structure your video content
so that your audience wants to keep watching along, right.
So how do you come up with some content?
What I like to do with my students and my clients
is that we start way back at the beginning.
So when I talk about plotting out your customer journey.
We start at the beginning when they find you.
We go to the end you know and you've had success,
and all the micro steps they take in between.
Well guess what, there's a whole bunch
of really great opportunity before they even find you.
That's going to help bring them in, right.
So, that's the questions I like to ask
so you might want to write this down of
what have they tried before that hasn't worked?
Right, so what are some of the things that your audience
may have tried before that isn't working?
And then you can create a myth busting video on that.
Or you can create a why it didn't work for you
and why working with you would work, why you're different.
These are all things before we even get to
micro plotting out any of the steps
that they need to take in your course
You have all of this information that's gonna bring them in,
cause it's like oh yeah I did try that and it didn't work.
If we go back to the running example right
like maybe they tried to get out there
and exercise before but they didn't have
all of that nurture content ahead of time.
So you wanna make sure that you're giving your audience,
you're talking to your audience at their level.
Meet them where they are.
Okay now, I keep talking about plotting out
the micro steps of success working with you right.
This is going to be your video content
so now I want you to take out that piece of paper again
and really plot it out this time right.
You have all of those videos you are gonna create,
before they meet you where they're struggling,
what they tried, what didn't work,
and now we're actually you know what are the steps?
And how many steps are there to
get success working with you right?
So for me, it's seven or eight depending on on my program.
For you, it might be four, or it might be 12.
It doesn't matter, as long as you know those steps.
And then your micro videos, your nurture videos,
leading up to selling your course, your coaching
your product are going to mirror all of those steps.
And remember, to step back, look at each of them
and say from a newbies perspective
what can I share here that's gonna help them move forward.
Okay that's it, that's how you create
a lot of great video content that
speaks directly to your audience.
Right, plot out that customer journey,
really put some thought into what are the micro steps
that they need to take from a foundational level right,
so step way back into those newbie shoes,
that's gonna help them get to know, like and trust you.
And here's what I need you to do.
I need you to hit that pretty red subscribe button.
Then I need to you hit that notification bell
so that you know when my video comes out next.
It'll be in one week cause I'm here with you every week.
And if you're like, no, no, no Tracy, I want more.
Okay, then go check out my video
The Five C's of Video Success
and I'll see you here next week.
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