Latest / Only Fee-Only / #109 - The CFP with 1M+ Followers: Nick Meyer's Blueprint for Short-Form Video Success

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#109 - The CFP with 1M+ Followers: Nick Meyer's Blueprint for Short-Form Video Success · Only Fee-Only

• 0:05
  Speaker 1: How's it going?
• 0:05
  Speaker 1: Everyone, welcome back.
• 0:06
  Speaker 1: This is the only fee only podcast and, as always, we appreciate you guys being here.
• 0:12
  Speaker 1: In this episode we talked to Nick Meyer from into content marketing, one of the founders, and he is the most followed CFP professional on social media and he helps financial advisors grow their business with short form video and I can tell you one thing it's a great way to grow your business, it's a great way to stay in front of people and Nick has a ton of tips and also tells you how you can learn from him.
• 0:38
  Speaker 1: If you'd like to learn more, you can check the link in the description below.
• 0:42
  Speaker 1: Enjoy this episode.
• 0:43
  Speaker 1: This was an awesome episode with Nick Meyer on the Only Fee Only podcast.
• 0:50
  Speaker 2: What's up everyone?
• 0:51
  Speaker 2: Welcome to another episode of the Only Fee Only podcast.
• 0:55
  Speaker 2: I'm Peter Travolo.
• 0:56
  Speaker 2: I'm here with my co-host, Brock Buckles.
• 0:58
  Speaker 2: How's it going today, Brock?
• 1:00
  Speaker 1: It's going well, man.
• 1:01
  Speaker 1: As a guy that sends a social media and short form video, I'm pumped for this one.
• 1:05
  Speaker 2: Yes, can't wait.
• 1:06
  Speaker 2: And somehow you and I are wearing the same color shirt today, which we're laughing about.
• 1:09
  Speaker 2: But I'm so excited to have Nick Meyer on.
• 1:12
  Speaker 2: You guys have probably seen him online.
• 1:16
  Speaker 2: He is the short form content guy, so so excited to have him on today and share his story.
• 1:22
  Speaker 2: So, nick, welcome to the show man.
• 1:23
  Speaker 2: Super excited to be here, guys Likewise.
• 1:31
  Speaker 2: So for those who don't know who you are, you want to give a quick overview before we really dive into all your special sauce.
• 1:35
  Speaker 3: Yeah, I'll try to condense this into like 60 seconds or less, like a normal short form video.
• 1:39
  Speaker 3: So I studied finance in college, worked as a financial advisor to high net worth and ultra high net worth individuals at a super boutique firm for about four years right after college.
• 1:48
  Speaker 3: But in that fourth year is when this little app called TikTok was coming onto the scene, and that just so happened to coincide with the fact that I was locked inside during 2020 like everyone else was, didn't really have much to do outside of work and I couldn't see anyone I really cared about.
• 2:02
  Speaker 3: So I had a lot of free time on my hands and I realized that I learned a lot about personal finance that younger me really could have benefited from, because even as a finance major in school, I didn't learn anything about investing, about budgeting, anything actually useful in the personal finance side of things.
• 2:15
  Speaker 3: Much like many people, my parents didn't teach me anything about that because they weren't educated in it.
• 2:19
  Speaker 3: So I just started posting videos on nights and weekends as a way to basically educate the world on what I wish I would have learned growing up about money.
• 2:27
  Speaker 3: Fast forward about a year and I'd grown my following to a couple hundred thousand followers at that point across all the platforms, not just TikTok, and big brands like Fidelity, discover Bank, ally Bank, sofi, even like the Golden State Warriors, were knocking on my door to do brand partnerships with me and help them reach their next generation of customers through social media and especially short form video, and just reached a point where it didn't make sense for me to keep my job anymore, so I did that starting in 2021.
• 2:50
  Speaker 3: Still am maintaining that up until this point.
• 2:53
  Speaker 3: But my main focus right now is end to content marketing, where me and my co-founder, nate, who is also another awesome personal finance creator, really just help financial advisors go their business with short form video and, fair enough to mention, I have also the most followed CFP professional on social media.
• 3:06
  Speaker 3: I always have to put that out there.
• 3:07
  Speaker 3: I have about 1.8 million followers across platforms and I've gotten like 350 million-ish total views all from short form video.
• 3:13
  Speaker 3: So I've been doing it for a while and thankfully, the numbers have followed suit.
• 3:16
  Speaker 1: I was getting ready to throw that in there.
• 3:18
  Speaker 1: Man, you got it.
• 3:18
  Speaker 1: The credibility is there for sure.
• 3:22
  Speaker 1: So I mean, let's go into, like you know what are some of the things?
• 3:26
  Speaker 1: Like, what is a short-form video?
• 3:28
  Speaker 1: Let's start there.
• 3:29
  Speaker 1: Like that seems like an obvious question, right?
• 3:31
  Speaker 1: But people are like, okay, well, there's long-form, there's medium-form, there's short-form.
• 3:35
  Speaker 1: Like, what are the different forms?
• 3:40
  Speaker 3: So for people that like are starting at zero, let's get into that.
• 3:41
  Speaker 3: Yeah, so there are three main components to a show form video.
• 3:43
  Speaker 3: One they are typically 60 seconds or less, so platforms have gotten a lot more lax than what they'll allow Now.
• 3:48
  Speaker 3: Like, the benchmark if you want to post across all of TikTok, youtube, facebook and Instagram is 90 seconds or less.
• 3:53
  Speaker 3: So you could have a little bit longer videos.
• 3:55
  Speaker 3: But generally for the advisors we work with, they range between 30 and 90 seconds long, so they're really bite sized pieces of content, much like a lot of the clips you guys probably put out with the podcast are.
• 4:03
  Speaker 3: So they're really bite-sized pieces of content, much like a lot of the clips you guys probably put out on this podcast are Next up, they're recorded vertically.
• 4:10
  Speaker 3: So if you record with your phone like this, it is vertically, so a 9 by 16 aspect ratio.
• 4:13
  Speaker 3: It is not like your normal camera format.
• 4:14
  Speaker 3: That is wide, it is not landscape, it is portrait view.
• 4:17
  Speaker 3: And third, which is why I am such a huge proponent of show form video, why I've been able to reach so many people with it, is that your follower count doesn't really matter.
• 4:25
  Speaker 3: At least across most platforms, it is your.
• 4:27
  Speaker 3: These show form videos.
• 4:28
  Speaker 3: They're algorithmically served to a cold audience who may have seen yourself before, may not have, but the algorithm thinks that your content would resonate with them and it'll show it to them, whether or not you you've been in front of them before.
• 4:39
  Speaker 3: So if your content is good, you can potentially scale up to hundreds of thousands of views in your very first month, like my co founder Nate did, because he just made good stuff right away, and the algorithms want to show good stuff to their viewers because it keeps them on the platform for longer.
• 4:51
  Speaker 2: Yeah, so what is good stuff?
• 4:54
  Speaker 3: It's engaging.
• 4:55
  Speaker 3: I mean, the number one metric that platforms care about is watch time, because they want to keep their viewers on platform for as long as possible, because that means they can serve them more and more and more ads.
• 5:04
  Speaker 3: So I mean, good stuff is you have a really good hook, a compelling hook that hooks people into the video.
• 5:09
  Speaker 3: So maybe the one for this potential clip is hey, what is a good show for a video that I dive into it?
• 5:13
  Speaker 3: But then the body body really has to keep delivering value at a, at what I call like a maximum value per second.
• 5:20
  Speaker 3: Like with podcasts, people have a lot more.
• 5:22
  Speaker 3: It takes a lot less buying to listen to an entire podcast, because if you select a podcast you hit play, you're expecting to spend the next 20, 30 minutes listening to it, whereas with a short form video you may not even know the creator.
• 5:32
  Speaker 3: So you have to get hooked immediately and then stay hooked by continuing to learn more and more things at the maximum velocity possible throughout the entire video and then to maximize watch time, we either say end the video as soon as you are done giving value, or include a super short call to action and make the call to action like the last possible word of the video, if at all possible.
• 5:54
  Speaker 3: So, for example, like if you want to learn more about money, hit follow.
• 5:57
  Speaker 3: Follow is the action word that ends the video, because when people start to sense a call to action, they scroll, because people do not like being sold to or told what to do, but they are still important to include because a lot of people won't take action without them.
• 6:09
  Speaker 1: Yeah, so let's go into.
• 6:10
  Speaker 1: I mean, there's a lot of people that prefer to create different ways, right?
• 6:15
  Speaker 1: Some people are bloggers, some people are copywriting, some people are video, some people like podcasts.
• 6:21
  Speaker 1: A little bit better, let's talk about why short form video is so impactful.
• 6:24
  Speaker 1: I mean, for me, as someone that's done it, it's like I like being able to get out there, be in front of the camera, show people who I am like, not not just kind of be like the, the boring guy behind the camera, Like I like to throw my personality into it.
• 6:36
  Speaker 1: Right, I'm kind of a louder, a little bit more boisterous person in general, so I think people being able to kind of see that it comes through authentically.
• 6:44
  Speaker 1: But what are your thoughts on that, Nick?
• 6:46
  Speaker 3: Yeah, 100%.
• 6:47
  Speaker 3: You hit the nail on the head there, because with podcasts they're super cool, because, I mean, people can listen to you long form and get a lot of like hours of you speaking directly into the ears, which is super valuable, obviously.
• 6:57
  Speaker 3: But there's nothing that comes close to video and like really showing people who you really are and it really really makes an impact when they schedule that first discovery call with you and they jump on the call like, oh, I already know you.
• 7:07
  Speaker 3: I feel like I don't have to introduce myself.
• 7:09
  Speaker 3: I've spent so much time watching you.
• 7:11
  Speaker 3: I know all your mannerisms, I know that weird.
• 7:13
  Speaker 3: I don't know the weird hand gestures you make.
• 7:15
  Speaker 3: I know how you explain things, I know exactly how you talk.
• 7:18
  Speaker 3: So video really, especially, is really really good for that.
• 7:22
  Speaker 3: And short form video specifically, when we compare it across every single medium, we see it as the best possible top of funnel for your content because of that reach potential that we talked about earlier.
• 7:32
  Speaker 2: Yeah, for sure.
• 7:33
  Speaker 2: Now this might sound basic, but you know you're very upbeat.
• 7:37
  Speaker 2: Like how do you get people to express themselves, right?
• 7:40
  Speaker 2: Like some people, they might have a little bit of stage fright, or you know, all of a sudden the camera's rolling and it doesn't matter, but they feel like a thousand people are watching them instantaneously.
• 7:50
  Speaker 1: The breathing changes a little bit.
• 7:52
  Speaker 2: Yeah, Like you know, like how do you get people to overcome that?
• 7:56
  Speaker 3: Yeah, I mean the thing we tell all of our clients who are experiencing this is hey, if the video is bad, no one's going to watch it.
• 8:01
  Speaker 3: So like, don't worry, if you come across poorly, people are probably turned off right away and they're just not gonna watch it, so it won't really get that many views.
• 8:10
  Speaker 3: But what we do tell everyone is hey, just be yourself on camera.
• 8:12
  Speaker 3: People are gonna resonate with you.
• 8:13
  Speaker 3: But be like a 110 version of yourself, like tone yourself up a little bit more than you maybe would in a client meeting just to bring the energy a little bit more.
• 8:20
  Speaker 3: But yeah, just be yourself, people going to sense if you're being inauthentic or not.
• 8:24
  Speaker 3: Like, yes, I am naturally more high energy and you see that a lot of my content and same with Brock.
• 8:29
  Speaker 3: But yeah, anyone can have success on social media.
• 8:31
  Speaker 3: There are people that are monotone, just like don't move at all, staring right at the camera, but they still provide good information and people resonate with who they are, so they are still successful no-transcript, just getting up and running beyond.
• 9:13
  Speaker 3: Bring that personality up, maybe a little bit yeah, um, I mean, there's a lot of different places to start.
• 9:19
  Speaker 3: One is your profile.
• 9:20
  Speaker 3: We can dive deeper into that if you want to.
• 9:22
  Speaker 3: Yeah, like what equipment you need to set up?
• 9:23
  Speaker 3: Uh, three is what you actually want to talk about.
• 9:27
  Speaker 3: So I mean, which one of those do you want to dive deeper into?
• 9:29
  Speaker 1: let's, let's just go, one let's do all of them yeah all righty, all righty.
• 9:33
  Speaker 3: so profile setup uh, one I recommend you make make profiles across every single major social media platform, because financial advisors understand the benefit of diversification.
• 9:42
  Speaker 3: If you can make a video that can be posted across five different platforms, why wouldn't you post it across five different platforms?
• 9:47
  Speaker 3: A good example I'll use here is there's this video series I've done across all my channels, but it has really resonated on Instagram, specifically called Mountains and Money, where I just take my phone on a hike and record personal finance videos while I'm hiking up a mountain and for whatever reason.
• 10:02
  Speaker 3: Those videos they got like 2000 views a piece on TikTok, which sounds good, but I mean I have like 1.1 million followers on there, so they were terrible compared to my normal content.
• 10:12
  Speaker 3: But, on Instagram.
• 10:13
  Speaker 3: They are responsible for like almost 100,000 total followers in my account.
• 10:17
  Speaker 3: Like they've each gotten millions of views and, for whatever reason, that sort of content just resonates more with my Instagram audience than it does on any other platform.
• 10:25
  Speaker 3: So platform diversification is key.
• 10:27
  Speaker 3: Every single platform.
• 10:28
  Speaker 3: You're going to have to have a couple things.
• 10:29
  Speaker 3: One is your handle or your tag.
• 10:32
  Speaker 3: So, like mine is NickTalksMoney, for example.
• 10:34
  Speaker 3: We usually recommend trying to include your own name in there.
• 10:37
  Speaker 3: We do recommend you personally brand your profiles.
• 10:40
  Speaker 3: Or, if you're the owner of a, a large advisory firm, make sure each of your advisors that are on camera they have their own accounts.
• 10:47
  Speaker 3: Then you could have an overarching company account.
• 10:49
  Speaker 3: That kind of repost highlights.
• 10:50
  Speaker 3: But people follow people, they don't follow companies.
• 10:52
  Speaker 3: So you want to make sure things feel personally branded, otherwise people are going to see like, oh, here's bc brokerage, they're trying to sell to me.
• 10:59
  Speaker 3: I'm going to scroll by, I don't, I don't want to buy their stuff, it's fine, I'm not interested in being sold to, at least knowingly.
• 11:03
  Speaker 3: Um, yeah, then same thing goes to the profile picture.
• 11:06
  Speaker 3: We recommend having your own personal headshot as your profile picture, not your company logo.
• 11:10
  Speaker 3: That's a big mistake we see a lot of advisors make.
• 11:13
  Speaker 3: Uh, because, again, people follow people.
• 11:14
  Speaker 3: They don't want to see company branded content on there, even if it is good.
• 11:17
  Speaker 3: Um, and then you also have to have your bio, so what is is actually included in your profile.
• 11:23
  Speaker 3: So it's kind of like your landing page copy what do you want people to see when they go to your profile?
• 11:27
  Speaker 3: What is your credibility?
• 11:29
  Speaker 3: So, like you could list any awards you have any, like I don't know your AUM, whatever, whatever you want to use to show your credibility on there, like, hey, I managed $200 million, that's pretty impressive.
• 11:39
  Speaker 3: You should probably listen to what I have to say.
• 11:42
  Speaker 3: Next up is a value proposition for people to follow your content.
• 11:46
  Speaker 3: So a lot of people make this mistake where they or a lot of advisors make the mistake where they say their value proposition for their clients and they say like, oh, I help doctors retire in their 40s.
• 11:56
  Speaker 3: No, you should tell people what you're going to be saying in your content, because the next step in the funnel for someone that visits your profile for the first time is to follow you.
• 12:04
  Speaker 3: It's not necessarily to go and schedule a call right away.
• 12:07
  Speaker 3: Some people will, but the vast majority of people will need to be warmed up a little bit.
• 12:10
  Speaker 3: So you want to tell them a value proposition and say hey, follow me because I do this.
• 12:14
  Speaker 3: For example, mine on NickTalksMoney is I make personal finance fun.
• 12:17
  Speaker 3: If you watch my personal branding content over there, it's very, very apparent what I mean by that.
• 12:23
  Speaker 3: I wear like wigs and do like skits and stuff but it's all about making personal finance education accessible.
• 12:29
  Speaker 3: And then a call to action to say like let's chat and like, hey, here's how you can engage me further.
• 12:33
  Speaker 3: Sign up for my newsletter, listen to my podcast, schedule a call, et cetera.
• 12:37
  Speaker 3: Any questions on profiles before we go to the next one?
• 12:44
  Speaker 1: No, I mean, I think that's all good man.
• 12:45
  Speaker 1: I think like doing that is like unique, like I've made the skits and the monies of, like the stereotypical life insurance guy.
• 12:48
  Speaker 1: And I think like, if you are open to getting out there, kind of putting yourself out there like and I don't think that's for everyone, right Like certain people are just like I'm there's no way I'm ever going to do that Right, but still like being yourself and getting a little bit out of your comfort zone is what I'm taking from the wigs and the skits and stuff.
• 13:04
  Speaker 1: It's good to differentiate yourself, because the bottom line is you have a lot of people out there doing it.
• 13:10
  Speaker 1: If you're not doing something that's unique or bringing people in, no one's going to follow you or watch your stuff 100% should we dive into equipment.
• 13:18
  Speaker 3: Equipment, let's do it.
• 13:19
  Speaker 3: Yeah, let's do equipment.
• 13:20
  Speaker 3: Alrighty, let's do it.
• 13:21
  Speaker 3: Thankfully, it's a lot easier to record short form videos than it is basically any other form of media, including podcasts, because you really could just start with your phone, like you don't need anything fancy, though we do recommend if you do record with your phone, let's see if I have it up here.
• 13:36
  Speaker 3: This little guy, this Rode VideoMic me l, this thing plugs right into the bottom of your phone and has like the best audio quality I've heard out of.
• 13:43
  Speaker 3: This might cost like 70, like it costs better than multi-hundred dollar microphones that I've seen out there, because people will watch a video with like suboptimal video quality, but they're not going to watch a video with suboptimal audio quality.
• 13:53
  Speaker 3: They don't like hearing like a scratching the scratching noises that come from default phone mics.
• 13:57
  Speaker 3: So really if you just have your phone a mic, you should be fine.
• 14:01
  Speaker 3: Though I would also recommend getting like big softbox lights, like I have two softbox lights 45 degrees either side of me that evenly light my face and really make me stand out from the background.
• 14:09
  Speaker 3: If you have those three things you're going to have much better video quality than the normal person.
• 14:13
  Speaker 3: For most of our clients who work with we do recommend they get something like the sony a6400, like a professional mirrorless camera and sort of upgrades and the shotgun mic audio quality from there and like a nicer um, a nicer light softbox.
• 14:28
  Speaker 3: But other than that you really could just start off with a phone, see if it's something you want to do and then decide to upgrade your setup if you want to from there yeah, and, honestly, the continuity camera, which, for I'm, is obviously not working for me right now.
• 14:37
  Speaker 1: I'm not sure why, but but, like you know a lot of people, I've used this on videos in the past and it's like it's literally your iPhone.
• 14:44
  Speaker 1: All you have to do is have a MagSafe case or whatever you can plug it in, and it helps with a lot of the lighting too, like if you just want to get started.
• 14:50
  Speaker 1: So, but yeah, the softbox lighting.
• 14:52
  Speaker 1: People don't understand how harsh it can be, um, but no, that's great, great for equipment there, and I I will agree, like when you're scrolling through stuff, if you, if you hear something doesn't sound professional, you're just like yeah, there's another million like videos that I could be watching right now that have better audio.
• 15:10
  Speaker 1: I'm not gonna waste my time on this one yeah, let's move to the next one uh, yeah, how about scheduling?
• 15:19
  Speaker 2: you know how often should one post, when should one post?
• 15:23
  Speaker 3: yeah.
• 15:23
  Speaker 3: So I mean it's a balance between quantity and quality.
• 15:26
  Speaker 3: But the more at bats you have, the more chances you have of actually getting in front of your ideal client base.
• 15:30
  Speaker 3: So I mean the clients we work with.
• 15:32
  Speaker 3: Um, to give you an example, we work with clients in batches of 60 to 120 videos.
• 15:37
  Speaker 3: It's completely done for you.
• 15:38
  Speaker 3: So we do everything except appear on camera for them.
• 15:41
  Speaker 3: So we help advisors sit down for like two or three days and record basically three to six months worth of video content.
• 15:46
  Speaker 3: Assuming we post five times per week, so once per weekday, that's the ideal cadence, at least in our minds.
• 15:52
  Speaker 3: We've seen that have a lot of success.
• 15:53
  Speaker 3: But as long as you can maintain some sort of cadence.
• 15:57
  Speaker 3: So if you can realistically put out like two or three videos a week, stick to that cadence, because consistency will be rewarded a lot more than um, a lot more than just like being super sporadic like posting five videos one week, going dark for a week, posting five videos like going dark for a month, like that's gonna.
• 16:11
  Speaker 3: The algorithm's not gonna like that.
• 16:12
  Speaker 3: They're gonna push you more the more consistent you are.
• 16:13
  Speaker 3: But again, you do have to rank really highly for watch time.
• 16:17
  Speaker 3: So if your videos that you're putting out are not high quality, then your quantity will not help you at all yeah, for sure.
• 16:24
  Speaker 1: Do we have one more point to cover?
• 17:00
  Speaker 3: oh yeah, it was for basically determining what, what sort of content you want to make.
• 17:03
  Speaker 3: So we mentioned different content formats, like skits.
• 17:06
  Speaker 3: Um, you don't again.
• 17:08
  Speaker 3: You mentioned that you have to have a really unique personality and a unique like wants to portray yourself in a certain way to make skits out of content.
• 17:16
  Speaker 3: Most of the clients that we work with they all do basic talking head style content.
• 17:20
  Speaker 3: So, like what we're doing right now, just sitting right in front of your camera speaking directly into it, which that works super well.
• 17:26
  Speaker 3: And I actually have like a case study that I can use between myself and my co-founder, nate.
• 17:31
  Speaker 3: He's actually a.
• 17:34
  Speaker 3: He owns his own REA that he's built up to 170 plus clients only using short form video and he does both talking head style content and skit style content.
• 17:41
  Speaker 3: His skit style content routinely gets like five to 10x the amount of total reach that his talking head style content does.
• 17:48
  Speaker 3: But he rarely, if ever, gets discovery calls booked from his skit style content.
• 17:52
  Speaker 3: They're more so purely top of funnel content that leads people down into being recommended.
• 17:57
  Speaker 3: His more like super educational content that is really really pointed at solving problems for his ideal client.
• 18:03
  Speaker 3: So if you were to choose only one type of content format, 100% to Talking Head.
• 18:08
  Speaker 1: It is the most valuable, but just be aware that your numbers won't be quite as high as someone that does get content, at least right away so and you think that's just because it's like the shock value, right, like if someone's in a wig you're like this guy's in a wig talking about money, like it's funny.
• 18:21
  Speaker 1: But that's kind of how you're left.
• 18:22
  Speaker 1: You're like ah, and then maybe you like click, but it is like you're doing that.
• 18:26
  Speaker 1: But when you're actually saying like, hey, here's the, here's what we're talking about today, here's da-da-da-da-da, and someone leaves and the tone instead of like oh, that was really funny, was like oh, that was really insightful, yeah, 100%.
• 18:39
  Speaker 1: Then it leads to okay, I want to discover this further, let's book a call.
• 18:42
  Speaker 1: And so, again, great point there.
• 18:45
  Speaker 1: And I think that a lot of people are going to be really relieved to hear that, nick, because they're like well, I don't want to do the skit stuff.
• 18:52
  Speaker 1: So I'm glad to hear that I can still get clients doing the short form stuff.
• 18:54
  Speaker 1: Yeah, that's cool.
• 19:00
  Speaker 1: I mean, what other thoughts do you have on it?
• 19:01
  Speaker 1: And what are some other kind of case studies or things that you've seen with some advisors that you've helped, where maybe they came into your process and they said I mean your business partner, great example, right, 170 plus clients, phenomenal.
• 19:14
  Speaker 1: But what's another case study of someone that you've talked to and they maybe have come to you in the beginning and be like I got to be honest, I don't really feel comfortable with this.
• 19:20
  Speaker 1: And then they've done a really good job building their clientele from there.
• 19:24
  Speaker 3: Yeah, I think a really good example here is our client Skyler Skyler Denny.
• 19:27
  Speaker 3: He's an REA owner, legacy Financial Designs.
• 19:30
  Speaker 3: He is a really good illustration of the secondary effects, the secondary benefits that short form video can have on your firm that you may not necessarily expect right away.
• 19:38
  Speaker 3: He posted 11, like his first 11 videos, they got him eight new clients, which is absolutely insane.
• 19:45
  Speaker 3: That is not something our clients have quite replicated up to that level.
• 19:48
  Speaker 3: But one really big benefit that short form video had for his firm like obviously, yeah, he started it because he wanted to get out there in front of more people, like he wanted to start drawing in that cold audience, which he has started to do, especially now.
• 20:00
  Speaker 3: Um, but of those first eight clients, six of them came from referrals from his existing clients.
• 20:06
  Speaker 3: Because his clients love working with him.
• 20:07
  Speaker 3: They love, right, they've already have been recommending him out to their friends, family, co-workers, but in a way that is really impersonal and kind of scary for the people that are being referred and that they just send over his phone number or his email address and they have never met him before.
• 20:21
  Speaker 3: So it's really really intimidating for them to make that next step, to reach out to him and actually schedule a meeting with them.
• 20:26
  Speaker 3: And short form video has had that great effect of just supercharging his referrals because it allows him to get in front of them.
• 20:33
  Speaker 3: It's sort of a warm um kind of like a warm referral.
• 20:36
  Speaker 3: They can see his face, see how he talks again, like all the benefits we talked about earlier and say like, oh, I would love to work with this guy.
• 20:41
  Speaker 3: He seems super genuine.
• 20:42
  Speaker 3: He seems like he really knows his stuff, seemed like he'd really help me.
• 20:44
  Speaker 3: Yeah, let's go ahead and reach out and work with him.
• 20:47
  Speaker 3: And yeah, his, he actually had to stop posting videos after his first 11 because he's like wait, this is way, way too much work, I have to pause these.
• 20:54
  Speaker 3: He did start back up now, but he was not expecting that much volume to come through.
• 20:58
  Speaker 3: So that just shows how, like the tertiary management of the short-form video.
• 21:01
  Speaker 2: Huge yeah, and it's the future, it's the way to go.
• 21:04
  Speaker 2: So, nick, I mean, what are kind of some of your packages or services Like, how are you working with advisors?
• 21:14
  Speaker 2: How can they engage with you?
• 21:15
  Speaker 2: You're a master in this field, so people would love to learn.
• 21:17
  Speaker 3: Yeah, so we mainly work with advisors now on done-for-you offerings.
• 21:19
  Speaker 3: So we started our company a little over a year ago, basically saying, oh, we'll just teach advisors how to do this stuff Turns out advisors don't have a lot of time, nor do they really want to learn how to do all the nitty-gritty of scripting, editing, posting, analytics, reporting, all that stuff.
• 21:33
  Speaker 3: They don't really want to do that.
• 21:38
  Speaker 3: So what we have really shifted towards back over this last summer and it just has been super successful so far, thankfully is what we call our video vault offerings.
• 21:43
  Speaker 3: So, like I alluded to earlier, we work with advisors and help them create batches of 60 to 120 pieces of short form video content that are custom made for them.
• 21:52
  Speaker 3: We do everything except actually appear on camera for them.
• 21:55
  Speaker 3: With one client, actually, we do have a videographer on our staff, so we actually flew out to her and spent three days at her house in San Diego just recording 120 pieces of content for her.
• 22:03
  Speaker 3: So she's good for the next six months.
• 22:06
  Speaker 3: So basically, what we offer is completely done for you content creation from basically what I?
• 22:11
  Speaker 3: I'm a little biased, but I think we're the best content creation team in the financial space.
• 22:17
  Speaker 3: There's not anyone who has better numbers than us so far, and we yeah, we just help you do it.
• 22:19
  Speaker 3: We help you check off content for three to six months at a time and help you get all the benefits it provides, from drawing a cold audience to activating your existing clients and even help retaining your current clients.
• 22:28
  Speaker 3: We've seen that be super successful as well.
• 22:31
  Speaker 1: So you guys are doing everything from like I mean as bespoke as flying out somewhere, setting up a space to record, doing all that auto, or editing all of it and sending it, you know, however often, to keep the content machine going right, exactly, yeah, there's five parts yeah, okay, sorry, yeah, there are five parts of the content creation process.
• 22:51
  Speaker 3: Uh, one is ideation, two, two is scripting, three is recording, four is editing, five is posting.
• 22:55
  Speaker 3: So we do everything except recording, unless they opt for our in-person packages where we actually fly out there.
• 23:00
  Speaker 3: Most of our clients want to do virtual because it does, quite frankly, reduce the cost quite a bit because we don't actually have to go out to them.
• 23:05
  Speaker 3: But in that scenario we just send them all of our training material.
• 23:08
  Speaker 3: We have a call with no-transcript.
• 23:43
  Speaker 3: Yeah, I mean there are a lot of parts of the process where an advisor is simply never going to be the best in the world at it.
• 23:49
  Speaker 3: Like, editing is the one that is at the top of the list.
• 23:52
  Speaker 3: No matter how much time you spend on editing, you're never going to be the best in the world at it and, quite frankly, your time is much better used elsewhere.
• 23:58
  Speaker 3: And then even on the scripting side of things, obviously you're going to have your own insights and everything which we do help pull out of clients so we can still write in their own voice and everything.
• 24:08
  Speaker 3: But scripting is by far and away the most time consuming part of the process behind editing and it really is what holds people back from being able to post those five videos a week.
• 24:17
  Speaker 3: So I mean, those are the two parts of the process you really do want to outsource.
• 24:21
  Speaker 3: Editing is a lot easier than outsourcing scripting.
• 24:23
  Speaker 3: There's only a few people in the world that are really good at writing financial, especially financial advisory related scripts.
• 24:28
  Speaker 3: But, yeah, determine what brings you energy.
• 24:30
  Speaker 3: If you are sitting down, you're like, okay, cool, I love ideation, but I do not want to sit down and spend like 30 minutes to an hour writing each one of these video scripts like that is what is really making you drag behind, then maybe it's a good idea to outsource that.
• 24:44
  Speaker 1: Maybe you love editing, maybe you don't want to get that off your plate, etc yeah, that's right, and I got to dive into one more right there, because a lot of people they say, well, what's the difference?
• 24:53
  Speaker 1: And a lot of people that I've talked to, um, that shoot is they're like're, like there's a big difference sometimes, and sometimes the scripts work really well, but sometimes people get nervous because they're trying to read and then they mess up a word and they're like ah, you know, and obviously with video you can always go back and rerecord, right.
• 25:08
  Speaker 1: But are there with different types of people in different personalities?
• 25:11
  Speaker 1: Sometimes you find you know, um, having an idea about what you're talking, about being really educated around it, it being something that you can talk circles about, talking circles about and then just kind of shooting from the hip sometimes and letting that come out authentically.
• 25:25
  Speaker 1: Is that a good idea sometimes?
• 25:26
  Speaker 1: Or do you recommend the script most of the time?
• 25:28
  Speaker 3: I mean surprising answer, but no, not in most cases.
• 25:31
  Speaker 3: You should not go off the cuff.
• 25:32
  Speaker 3: In most cases, especially if you're new to short form video.
• 25:34
  Speaker 3: Especially if you're new to short form video because, like I was saying earlier about the maximum value per second, people have a really, really high bar for value on like value on short form video, because if they just scroll they're going to be fed an endless feed of the most valuable entertaining content in the world.
• 25:48
  Speaker 3: So you want to make sure that your scripts, your video, whether it's scripted or not, is as concise as possible, packs as much value into that conciseness as possible, and if you aren't scripted, then you won't do that.
• 25:58
  Speaker 3: You have to have your hook completely dialed to actually get people's attention, because if you don't watch past the first three seconds, the rest of the video doesn't matter and you want to make sure they stick around Again, otherwise the rest of the video does not matter.
• 26:08
  Speaker 3: No-transcript, like talking head style, like value delivery videos, it almost always makes sense to script them out sure what are some just main hitters like how can people improve their hooks?
• 26:34
  Speaker 2: you know, get that first little.
• 26:35
  Speaker 2: You know the bait out there for someone to bite on oh my gosh.
• 26:40
  Speaker 3: There are a lot of different elements to a hook that we dive into in all of our webinars.
• 26:44
  Speaker 3: Let's see if I can remember all of them.
• 26:45
  Speaker 3: So one is obviously what you say.
• 26:47
  Speaker 3: So you're going to want to say something that either elicits an emotion or elicits curiosity.
• 26:51
  Speaker 3: Um, unfortunately, like, the best way to hook someone is usually by making them angry.
• 26:55
  Speaker 3: We don't usually tend to do that with our advisors, but that's why you see cable news, why they always lead with crazy headlines like 28 puppies died in a fire this weekend.
• 27:05
  Speaker 3: It's terrible.
• 27:05
  Speaker 3: Well, that actually gets people hooked.
• 27:07
  Speaker 3: Next up is your visual hook.
• 27:10
  Speaker 3: So not actually what you say, but what's on the screen.
• 27:13
  Speaker 3: So a lot of times you can incorporate movement by moving into the shot right when you're starting, that just sort of like trigger, something in people's brains are like oh, I have to pay attention to this, there's movement, I have to look further into this, and it's a lot more compelling than just sitting there like still the entire time.
• 27:27
  Speaker 3: Another visual hook you could use is like what's called a text box hook no-transcript.
• 27:41
  Speaker 3: So if they read that and feel like they are interested in whatever you're talking about, then they can move forward Watching you.
• 27:49
  Speaker 3: Another one is like a different version of an audio hook.
• 27:52
  Speaker 3: Like my co-founder, nate, he does like snaps at the beginning of his video, sometimes just kind of like scroll break people and get them like out of that scroll trance that they're in right oh this is different.
• 28:02
  Speaker 3: What is he saying?
• 28:05
  Speaker 3: So what have I been?
• 28:06
  Speaker 3: It's only like three hours exactly yeah, it's a little bit.
• 28:11
  Speaker 3: Uh, it's very nuanced, but, like, what we say is, 80 of your efforts should go into the first three to five seconds of the video because, again, if they don't watch, the rest of your video doesn't matter.
• 28:19
  Speaker 1: Yeah, and I don't expect that you guys get to click, betty.
• 28:21
  Speaker 1: I mean a lot of the stuff that you'll see if you like, scrolling, tick, tock or something we'll be like.
• 28:24
  Speaker 1: I saw a guy the other day.
• 28:26
  Speaker 1: It was like supposed to be a financial video.
• 28:33
  Speaker 1: It was about literally someone driving like a motorized wheelchair up a skate park ramp and flipping over these, like and this is why you don't need a bank.
• 28:39
  Speaker 1: And I'm like okay, maybe that's a little overboard, so you got to find the happy medium.
• 28:43
  Speaker 1: It's not.
• 28:43
  Speaker 1: That's not the answer um exactly.
• 28:46
  Speaker 1: But no, I mean the level of knowledge, the level of aptitude you have around this stuff is absolutely incredible.
• 28:51
  Speaker 1: Uh, I I definitely think it's worth people checking out.
• 28:54
  Speaker 1: So how can they get a hold of you, get in touch with you?
• 28:57
  Speaker 1: Where should they be following you?
• 28:58
  Speaker 1: Let us know.
• 29:00
  Speaker 3: For sure.
• 29:01
  Speaker 3: Yeah, I mean, we believe in leading with value.
• 29:03
  Speaker 3: That's what we tell all of our clients to do in their videos before they ever ask anything from people.
• 29:06
  Speaker 3: So we actually have a page set up at our website, entocontentmarketingcom slash freebies where we have five of our most popular free resources.
• 29:14
  Speaker 3: One is like a start short form video in five days email course where we basically just tell you exactly how to do it in five days or less, and people have really found a lot of value in that.
• 29:23
  Speaker 3: So go ahead, check out our free resources on there.
• 29:25
  Speaker 3: If you are interested in learning more about how to work with us, there's also a form on that page you can fill out and talk to my co-founder and I.
• 29:32
  Speaker 2: Awesome.