A ton of my clients want to start a YouTube channel. But they fall into a trap…
They look at their favorite YouTubers and they think they need to create a daily vlog. Or they need to create a really cool studio with a beautiful backdrop to film videos in front of. Or they need to design a “show” that keeps people coming back week after week.
Those are all great ideas. And in time, your channel can definitely grow into something big like that. But that can all come later.
For now, you don’t need to worry about creating a show that you will run indefinitely.
People are searching for information that you are an expert in. They want to learn things that you can teach them. They want to peek behind the curtains of businesses just like yours.
So your goal isn’t to create a highly-polished weekly show, or to do a daily vlog. Your mission is simply to put yourself out there and create a way that people can discover you and learn more about your business.
It can be hard to know where to start. But with all of our clients, we start with five specific videos. They’re easy to make, and you can use these same ideas to create a foundation for your business on YouTube.
The 5 Foundation Videos
The Hero’s Journey
There’s a reason you got into the business you’re in right now.
There’s a story behind it. And usually, that story has to do with your struggles- what you went through, the pain that led you into this journey, and what you had to overcome.
Most of the time we try to hide our struggles. We want to bury our pain. But there is a lot of value in sharing that story. It makes you human, and it helps people relate to you because we all have our own struggles.
People like buying products, but they love buying products from people they know, like and trust. And the easiest way to get people to know, like, and trust you is to tell your story.
One of my favorite videos we’ve ever filmed is one I did ages ago. I showed the journey that led from where I first started in business, up until where I was at that point. It went through all of the highs and lows, and people absolutely loved it. A ton of people became our customers because of that one video.
You can do the same thing.
And the great thing is, as people discover your other videos or blog posts, they’re going to want to dig deeper and learn more about you. This will lead them back to this video, where they’ll hear your story and bond with you because you’re showing the human side that we can all relate to.
No matter what industry you’re in, there are always things you have to explain over and over again.
When I had my chiropractic practice, I found myself teaching a certain set of exercises all the time. And 90% of my clients needed to hear the exact same advice about sitting in their chair at work for hours at a time.
So those things became the foundational videos for my business.
The great thing was, I didn’t make a living by sharing those exercises and that advice. I made money by performing adjustments. So by giving away that knowledge for free in the form of a YouTube video, I was able to send people to that link instead of explaining it myself.
I saved a ton of time, and I was able to get that information in front of a lot more people. This led to more adjustments, which grew the business.
So whatever your business is, look at your typical day and ask yourself what are the 5 to 10 stories that you have to tell over and over again?
Or what are the 5 to 10 set of instructions that you give over and over again?
What are the most common things, either by email or in person, that people ask you all the time. Instead of explaining it every day, wouldn’t it be great if you could just point people to a video?
Behind The Scenes
I hate to break it to you, but your clients are nosey. They just can’t seem to mind their own business! (I’m not trying to be rude, mine are too.)
It’s human nature. When we do business with someone, we can’t help but think “Where did this person come from? What is their story? Is it something I can get behind? Are they like me? Are they not like me?”
People want to see behind the scenes. They want to see what’s going on in your office. They want to see how your business works.
And this is the problem. All of us think our lives are super boring. We think “Why would anybody want to hear my story? Why would anybody want to get behind the scenes of my life?”
But the thing is, people absolutely love it. That’s why reality TV is so popular even to this day. So pull back the curtain and give people a humanizing look into the day-to-day operation of your business.
A cause you’re passionate about
One of the most important pieces of content you can create is a video of you talking about a cause you’re passionate about.
That’s because a lot of your early customers will come from people that see themselves in you. And when you talk about the causes you’re passionate about, people love that and will bond with you. We’re all in business to make money. And there’s absolutely nothing wrong with that.
But we all also have a “why.” There’s a deeper reason why we took the plunge into entrepreneurship. Make it a point to go out of your way to talk about that deeper reason.
Every once in awhile, take a break from talking about business and talk about what you’re passionate about, what you believe in, and what drives you. Trust me… people will go crazy for that.
One of the big things I’m passionate about is education. So one of the causes I support on a regular basis is the Boys And Girls Club. I can’t tell you how many customers have come from that group of people just because we have a similar passion.
As a business owner, you want to do more than just make money. You want to make an impact. And your customers want to be a part of making that impact as well. That’s why creating a video that talks about a cause you’re passionate about is so powerful.
How your product/service works
The last video that I help my clients create is a tutorial that explains the guts of their core offer.
Of course, it’s important for people to understand the benefits of your product or service before they buy from you. But this video is actually deeper than that.
It’s not about making a sales pitch for your product. It’s about demonstrating your expertise.
If you can explain your flagship product with the passion and the love that I know you have for it, people will see your mastery in action. They will realize what an expert you are.
Here’s a great example. There was a famous commercial for a brewery that explained their process for making beer. They put a lot of emphasis on how they filtered their water so that it was fresh and pure before it was mixed with the hops.
The explanation made the beer sound like a premium product. Sales skyrocketed.
Several other breweries started speaking out. They said that all breweries followed nearly the exact same process. The water filtration system they bragged about wasn’t special- it was actually the exact same that everyone used.
But the problem was, no one else had bothered to explain this.
You can follow their example. Maybe there’s something that is common knowledge in your profession, but the general public doesn’t know it.
Start filming videos that demonstrate your knowledge and expertise. Trust me, it will impress your customers and draw them closer to you.
The Secret “Hack” To Filming Hollywood-Quality Videos, Even If You Hate Being On Camera
I know what you’re thinking… “Ben, I would love to have these videos for my business. I know they would help us get customers. But I hate being in front of the camera. I trip over my words. I say the same lines over and over, and the more I say them the more awkward I feel.”
I totally get it. I used to feel the same way too.
Almost all experts give the exact same advice: “everyone is bad when they’re first starting out. But the only way to get better is to practice.”
True… but there’s a better answer than just “accept you’re going to be bad for a while.”
Let me ask you this: when one of your customers asks you a question, do you stumble over your words? When you’re talking to someone in your business, do you feel awkward and self-conscious?
Of course not! You have the expertise in your brain, it’s just an extremely unnatural experience to speak into a camera lens.
So we developed the solution. We put together a downloadable list of questions. It’s called The SPS YouTube Video Prompts. And the cool thing is, it’s the perfect size to look at on your phone.
Here’s how it works: download this and send it to a friend, or one of your employees. They’ll open it on their phone, and they’re going to “interview” you. They ask you the question, you look into the camera and respond.
They can even stand right behind the camera. So now you’re not “performing” on screen, you’re simply having a conversation. You’re sharing your knowledge the same way you do every day in your business.
This one simple trick takes all of the awkwardness out of the situation and turns it into a totally comfortable experience. And the best part is, it shows up on the screen. The final result will be a fantastic video that makes the viewer feel like you’re speaking directly to them.
Download it now and get started!
Once you’re finished and it’s time to start getting eyeballs on your video, check out our article How To Spend Less Time Creating Content But Publish In More Places. It pulls back the curtain on my personal repurposing strategy that helps me turn videos like these into a “content net” that I cast everywhere on social media.
Let’s Help Each Other Out…
Thanks for reading… but I’d love to keep the conversation going. Leave a comment below with the title of the first video you’re going to film. Let’s give each other some constructive criticism.
If you want help coming up with ideas for videos, we have an article called 5 Videos Every Business Needs In 2020. I teach all my clients to start with these 5 videos, and I think they’ll work wonders for you too!
See you in the comments!
This article is one part of our massive guide THE “BE EVERYWHERE” CONTENT FORMULA: How To Dominate Social Media With A Cohesive Strategy, Without Having To Be Your Own Media Company. If you want to learn our A-to-Z process for figuring out what kind of content to produce, how to create great content lightning-fast, and how to get it in front of potential customers everywhere, you can find the guide here.