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148: Unleashing the Power of Brand Videos: A Masterclass with Emmy Award Winner Mariana Henninger · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:32
  Speaker 1: Today, I am joined by Mariana Henninger.
• 0:35
  Speaker 1: She is an entrepreneurial prodigy whose first business was a makeshift school.
• 0:42
  Speaker 1: She started inside her neighbor's garden shed when she was only six years old.
• 0:46
  Speaker 1: She's a national Emmy award-winning, two-time nominated documentary filmmaker who speaks five languages, traveled and worked in four continents.
• 0:58
  Speaker 1: This is crazy, but she really focuses on truly powerful, intimate and emotion-driven storytelling and her business brand magnetic that focuses on creating brand videos as a conversion tool for online businesses, helping coaches, horse creators and entrepreneurs become unforgettable with their audiences.
• 1:19
  Speaker 1: Welcome, thank you so much for joining me.
• 1:22
  Speaker 1: Thanks, Kendra.
• 1:23
  Speaker 1: What?
• 1:23
  Speaker 2: a cool intro yeah.
• 1:26
  Speaker 1: I'm like wow.
• 1:27
  Speaker 1: I'm like four, five languages, four continents.
• 1:30
  Speaker 1: This is so cool Woman after my own heart, because I love to travel.
• 1:33
  Speaker 1: All right, so we're going to be talking about brand videos and I am a huge fan of video because it is such a powerful tool for people.
• 1:43
  Speaker 1: Talk to us a little bit about what a brand video is.
• 1:48
  Speaker 2: Totally.
• 1:49
  Speaker 2: That's the best way to start.
• 1:51
  Speaker 2: Talking about brand videos is just like what the heck is this?
• 1:54
  Speaker 2: What is she talking about?
• 1:56
  Speaker 2: Brand videos are two to four minute videos.
• 1:58
  Speaker 2: They focus on the parts of your story that resonate with your audience.
• 2:01
  Speaker 2: This is different than a video about Kendra.
• 2:04
  Speaker 2: Let's understand Kendra's business, her audience, specifically.
• 2:10
  Speaker 2: What emotion do we want them to feel at the end of watching this brand video?
• 2:14
  Speaker 2: And your entire story will kind of be constructed, or you know, we're not fabricating anything, but we are building that story, both the way you tell it and visually, to elicit those feelings as your audience is watching your brand video.
• 2:31
  Speaker 2: So that's what it is.
• 2:33
  Speaker 2: It's a two to four minute video that harnesses your story in a very emotion driven way passionate, intimate, personal and you use it to really build trust with your audience in a lot faster.
• 2:46
  Speaker 2: So the entire purpose of the brand video is as a conversion tool and it's meant to accelerate that trust and have your audience really see you at the end of watching it, not just as an expert, but as a friend.
• 2:58
  Speaker 2: So they see you as an expert with all of your other content that you put out there, but in this video they're going to see you as a friend, and so now it's going to shape.
• 3:07
  Speaker 2: Everything that they see about coming from you after watching a brand video is going to be seen through the lens of that brand video.
• 3:15
  Speaker 1: I love that I just had.
• 3:17
  Speaker 1: There's a couple of things there that really jumped out of me.
• 3:19
  Speaker 1: First, resonates with your target audience.
• 3:21
  Speaker 1: You have to know who they are and what they want to be able to create this and to create communications that resonate with them.
• 3:29
  Speaker 1: So if you have not identified your target audience, do not start with the brand video Hold off think it through, really understand what it is that your target audience is looking for, and then you can start thinking about tactics like brand videos and everything else, because, again, it all should go back to your target audience.
• 3:50
  Speaker 2: I mean it's almost like start there for your business right, like your business is not going to be its best.
• 3:57
  Speaker 2: None of what you do is going to really have the most impact and the most powerful unless you understand your audience.
• 4:03
  Speaker 2: So if that's still not in place, like stop everything else.
• 4:07
  Speaker 2: Yes, exactly.
• 4:09
  Speaker 1: You're not going to be able to move forward without understanding who your audience is, and I'm always a broken record when it comes to that.
• 4:16
  Speaker 2: So all right.
• 4:17
  Speaker 1: start there, all right.
• 4:19
  Speaker 1: So one of the things that when we were talking earlier, before we actually started recording or actually even got on to today, we were talking a little bit about how to build relationships and that some people are rushing that process or not taking the right tools and tactics.
• 4:43
  Speaker 1: You said that a brand video can build trust faster, build that relationship and help you sell more quickly.
• 4:53
  Speaker 1: Talk to me a little bit about how it does that.
• 4:56
  Speaker 2: Yeah.
• 4:56
  Speaker 2: So if you think about the no-liking trust process that we all are super familiar with like three, both buzzwords of the century we tend to go from no like.
• 5:08
  Speaker 2: We attract audiences, we, they become aware of us and we want to get to that trust as soon as possible, because that's when they're buying Okay, I trust you, I'm ready to purchase we forget about the like, we forget about the relationship.
• 5:21
  Speaker 2: Or maybe, if we do think about the relationship, where we tend to not invest that much in that relationship, and part of the reason is because most of us either fall into one of the two extremes.
• 5:31
  Speaker 2: We're either only talking about ourselves this is a little bit more old school marketing, I would say it was five, 10 years ago where it's like we're the best.
• 5:39
  Speaker 2: Look at our features, look at our awards, we're amazing.
• 5:42
  Speaker 2: You would be stupid not to work with us or we fall into the other extreme of like it's all about you, the transformation, the promises, like we're only talking to our audience about them and what we promise we'll do for them.
• 5:56
  Speaker 2: And granted, this is a better camp to be in, but the thing that we're kind of that I advocate for is let's meet in the middle, because our audience wants to know who the person is behind the offer, whatever it is.
• 6:10
  Speaker 2: Whether you need somebody to fix your toilet or you're buying a high ticket coaching program, you care about the person who's going to do it, because you're investing your time, you want it done well, you want them to be an expert, but at the end of the day, who's actually going to take you to that result?
• 6:26
  Speaker 2: And maybe the person fixing your toilet is not as high of a bar like you just want it done.
• 6:30
  Speaker 2: But for other things that we do want us, that are meaningful to our businesses, to our personal lives, to our results that we want to get, we care about the person that we're going to take this journey with.
• 6:40
  Speaker 2: So no amount of credentials or even testimonials will really replace the value that we can get from knowing who that person is, who their values are, what drives them, what sets them apart from all these other folks who are promising something similar, and so this is why I advocate that telling your story in that sort of framework of understanding what your audience needs to feel, so not only their pain points but their desires, but also what feeling will get them to trust, like what happens right before they buy.
• 7:20
  Speaker 2: What are the boxes that are ticked Like?
• 7:23
  Speaker 2: Understanding that moment is incredibly important from an emotional standpoint, so knowing what emotions they need to arrive at in order to click buy is incredibly important, and driving or crafting your story in a way that will get to those emotions faster is kind of where the building trust faster comes from.
• 7:46
  Speaker 1: No, I do like that.
• 7:47
  Speaker 1: So when someone's thinking about trying to tell their story in an emotionally compelling way, how do they go about doing that?
• 7:58
  Speaker 2: Totally Well.
• 7:59
  Speaker 2: There are generally two different buckets of stories that I work with.
• 8:05
  Speaker 2: Folks that come to me generally fall into one of these two One.
• 8:09
  Speaker 2: The first bucket is the overcome story.
• 8:11
  Speaker 2: So generally, if you're a coach, if you are somebody who has a story that very closely relates to the thing that you're selling, you have an overcome story, right, you had a difficult situation, you overcame it, you figured it out and now you are helping other people who have that similar sort of difficulty that you've had in the past.
• 8:33
  Speaker 2: Let's say that's not the case In my case.
• 8:35
  Speaker 2: I'm not talking to filmmakers, so I'm not talking about how I built my career from living in a hostel with 15 other people in the room when I was starting out my job as a photographer at the time.
• 8:46
  Speaker 2: So I'm not talking to filmmakers.
• 8:49
  Speaker 2: I'm talking to entrepreneurs, and so I have what's called a passion story.
• 8:53
  Speaker 2: That passion story is where I dip into the parts of my story that I know will resonate.
• 8:58
  Speaker 2: Everyone should be doing this, right?
• 8:59
  Speaker 2: What are the parts of your story that will resonate with your audience?
• 9:02
  Speaker 2: And so how do you tell your story in a way to evoke emotion?
• 9:06
  Speaker 2: You think about what are the parts of your story that would make anybody feel something right.
• 9:11
  Speaker 2: And so, whether you have an overcome story or you have a passion story, folks have a passion story, think they don't have a good enough story to tell.
• 9:19
  Speaker 2: You're quite wrong.
• 9:21
  Speaker 2: You are hopefully doing something that you're really passionate about.
• 9:24
  Speaker 2: That's what you want to focus in on, because who doesn't want to work with somebody who's passionate about what they do right?
• 9:30
  Speaker 2: So, even if they haven't overcome something that's not what they're helping other people with you still want to feel that drive.
• 9:37
  Speaker 2: You want to feel the same.
• 9:39
  Speaker 2: So the things I talk about in my program are a lot about the emotional touch points of your story, the universal things that connect us as humans.
• 9:47
  Speaker 2: You know, think about all the movies that you've watched where that person hasn't had a story that you might necessarily relate to a ton, but you can relate to things about their story that are common in most humans, right?
• 10:01
  Speaker 2: So fear and anxiety and lack of confidence, and then positive emotions as well, like I mentioned, passion drive, just like a desire to connect with people, to help them, to see them succeed.
• 10:16
  Speaker 2: You know, I always give this example of one of my students.
• 10:19
  Speaker 2: Her name is Julia.
• 10:19
  Speaker 2: She's called the podcast teacher, so Julia doesn't actually have a podcast of her own and you're like, oh my gosh, how are we going to tell this story?
• 10:26
  Speaker 2: She doesn't have her own podcast.
• 10:27
  Speaker 2: She's teaching other people how to build podcasts doing really well, and what story are we possibly going to tell?
• 10:34
  Speaker 2: Well, julia happens to be fanatic, obsessed about systems and about clarification, about providing a roadmap, and we know that her audience needed to feel that sort of mama bear Like oh, all my tech worries are going to melt away because I'm in good hands.
• 10:50
  Speaker 2: A lot of folks, you know, when they're buying a service online, that's that might be a feeling that they're looking for, and so one of the stories in Julia's brand video is that she loves jigsaw puzzles, and this came out of a conversation that I was having with her, like Julia, so let's, let's explore what are your hobbies?
• 11:10
  Speaker 2: She has like a younger story that we tell in the beginning of her brand video, and then we kind of shift into Julia nowadays, which is she loves jigsaw puzzles.
• 11:20
  Speaker 2: She saw no connection in that and I was like Julia is perfect and jigsaw puzzle is a bunch of pieces that nobody can make sense of until you have a roadmap, until you have this guide, and then you put them beautifully together into something that that's awesome and that works and that is pleasing to the eye and it's fun, you know, and it's all of the things that you do with podcasting brother folks.
• 11:43
  Speaker 2: So that's just one example of how to connect emotionally on something that you think might be kind of dry or techie or no, we're doing business with humans, right, humans do business with humans.
• 11:53
  Speaker 2: We just want to pull out all of these emotional opportunities and everything that you do.
• 12:00
  Speaker 1: That's great.
• 12:00
  Speaker 1: So one of the things that you said there was some people just don't understand their story and Even Julia, as your example, was struggling with how to identify what her story is.
• 12:14
  Speaker 1: If people are Struggling with how to tell their story, or what story to tell, how did they, how do they narrow that down or brainstorm enough ideas to to find that secret little Nugget?
• 12:30
  Speaker 2: Yeah for sure.
• 12:31
  Speaker 2: Um, I wouldn't say it has to be like one nugget or one part of you know, just one thing that we share can be a sequence of things.
• 12:39
  Speaker 2: So the best stories tend to be, you know, you tend to have what's called the narrative arc, or at least some sort of a journey that we're walking through.
• 12:46
  Speaker 2: We're going from.
• 12:46
  Speaker 2: Let's say, okay, so let's.
• 12:49
  Speaker 2: The easier stories are the overcome stories.
• 12:51
  Speaker 2: We tend to think of the framework that I use old normal, something happens, then you have a new normal.
• 12:57
  Speaker 2: Generally, if you have an overcome story, it can.
• 12:59
  Speaker 2: It very easily sort of falls into that narrative arc.
• 13:02
  Speaker 2: If you don't have that and you're wondering because that's folks who have that, they tend to kind of it's more obvious to them what that story would be and if you don't have that, then you have to think about Well, one exercise to do is just tell your story right and just kind of see what resonates with your audience, but then, understanding again, if you're going from the end point of what they need to feel, you can more easily kind of draw parallels back to your life.
• 13:27
  Speaker 2: Okay, so how can I make them feel that way?
• 13:29
  Speaker 2: So what are my personality traits that make them feel that way right before they buy for me, and that's that will generally give you a clue as to where to look for the stories to tell.
• 13:39
  Speaker 2: I'll give you my example real quick.
• 13:41
  Speaker 2: I never I never turn my notifications off.
• 13:44
  Speaker 2: I never used to tell that story of the garden shed Until I realized like, oh my gosh, my audience are entrepreneurs.
• 13:52
  Speaker 2: They identify with this idea of like, always wanting to not all of them, but they understand, at least they resonate, even if they didn't live through this themselves.
• 14:03
  Speaker 2: This idea of a little girl like hustling to make money and not everyone, not everyone's story needs to be eliminated.
• 14:11
  Speaker 2: Stan, maybe there were other things that you did to kind of hustle when you were six years old, but then I started telling that story and I got such great reactions like, okay, I know that story resonated, so that's part of my brand video now.
• 14:25
  Speaker 1: It's very cool.
• 14:26
  Speaker 1: I love that.
• 14:27
  Speaker 1: You need to take a look at it, test some lines out, share some things and see what people do.
• 14:33
  Speaker 1: So one of the things that I hear a lot from people is oh, I don't like video, I don't like seeing myself, I don't like hearing my voice, I don't like, I don't like, I don't like, I don't like.
• 14:48
  Speaker 1: I always say that we're much harsher judges of ourselves than anybody else's.
• 14:53
  Speaker 1: So how do you get people to overcome that feeling or get them to just suck it up in deal?
• 15:02
  Speaker 2: Well, I you know a little.
• 15:04
  Speaker 2: A small part of that answer is a brand video is a little bit of more of an advanced marketing tool.
• 15:09
  Speaker 2: So I definitely recommend that you are doing social media beforehand, that you are kind of getting through that hurdle of seeing yourself on camera.
• 15:16
  Speaker 2: That's one thing I say.
• 15:17
  Speaker 2: Another thing I say if you do, if you are ready to work on your brand video, even if you but you still have that sort of hesitation on camera, then you need to be thinking about this as a business tool.
• 15:29
  Speaker 2: You know, it's kind of showing up for something that If you have a team, for example, you need your team to perform right.
• 15:37
  Speaker 2: You need people to show up unless they're you know, god forbid sick or something you count on them to perform what they're they've been hired to do.
• 15:46
  Speaker 2: And so I, when I kind of have any sort of laziness, not about showing up on camera, because I've gotten used to that, but I Just sort of suck it up and I'm like you know what?
• 15:56
  Speaker 2: This is my business vehicle right here and it needs to work for this purpose, because I believe in what I'm doing.
• 16:02
  Speaker 2: And that's sort of the attitude you need to bring is just like believing in what you're doing.
• 16:07
  Speaker 2: The third one is kind of key and, honestly, if you just took that third one, you could get rid of the other ones, which is it's not actually about you.
• 16:15
  Speaker 2: First of all, you're not modeling, which Maybe your business is about modeling, in which case you're probably fine in front of the camera, but you need to focus on the story that you're sharing for your the purpose of Impacting and serving your audience.
• 16:30
  Speaker 2: So ultimately, again, the your, your body, your face, your voice those are just vehicles for your story, for your message, and it really is about getting people Closer to your offer.
• 16:43
  Speaker 2: And if your offer is a good one, your offer is made to impact people positively and to change their lives and to help them in some way.
• 16:52
  Speaker 2: And so the longer you put up helping them, the longer you, the longer it takes for your audience to convert, the more time it takes for them to actually be helped by you, and so by not working on your brand video, by not showing up, you are doing them a disservice.
• 17:07
  Speaker 2: So it's, honestly, it's not about you.
• 17:10
  Speaker 2: And people are judging you.
• 17:12
  Speaker 2: Are just going to be judging anybody anyway, and who cares?
• 17:15
  Speaker 2: Haters will hate and we just move on and build our empires anyway.
• 17:19
  Speaker 1: Agreed, agreed 100%.
• 17:21
  Speaker 1: Suck it up and deal people.
• 17:23
  Speaker 1: That's where you'll get over it People, you know again, and it is.
• 17:29
  Speaker 1: It's a barrier to that.
• 17:30
  Speaker 1: No, like and trust factor and building that is a barrier to people buying from you and you have valuable services to provide people with.
• 17:39
  Speaker 1: And so if there's a barrier, why wouldn't you work hard to turn it, tear it down, like so?
• 17:46
  Speaker 1: I mean, do I like myself on video?
• 17:48
  Speaker 1: No, my first hundred episodes of my podcast were not on video.
• 17:52
  Speaker 1: Why?
• 17:53
  Speaker 1: Because I didn't want to do my hair.
• 17:55
  Speaker 1: Okay, now I do my hair.
• 17:57
  Speaker 1: It's like we just roll with it, right.
• 18:00
  Speaker 1: So, speaking of how you look on camera and stuff like that, a brand video should have some cuts and should have some other visuals, right, some B roll or something along those lines, right?
• 18:14
  Speaker 1: When somebody is a service provider, especially business to business service providers, I find struggle with this a lot.
• 18:22
  Speaker 1: How do we portray ourselves in a way that's not us sitting at a computer or writing in our planner?
• 18:29
  Speaker 2: Okay, I'm glad you asked.
• 18:29
  Speaker 2: Obviously, the most important part of the brand video is your course story.
• 18:34
  Speaker 2: But that is pretty much the second most important part of the brand video, which is like, why are we doing this on video, not a podcast, not a written text?
• 18:43
  Speaker 2: You know, you're about me page, etc.
• 18:44
  Speaker 2: Like there.
• 18:45
  Speaker 2: Let's use the power of video and so I teach an entire section of my course about this, which is compelling visuals, what we want to think about to your point.
• 18:54
  Speaker 2: Nobody wants to see you in front of a laptop I mean, they might for a little bit because we want to kind of sort of the magic of the brand videos that at the end we're sort of tying it into what I call your mission.
• 19:05
  Speaker 2: It's not your offer, it's not.
• 19:06
  Speaker 2: We're not focusing on what you're selling, we're focusing on what, who you're helping, and now we understand the reason why, right at the end of your brand video, having gone through that journey with you.
• 19:16
  Speaker 2: But compelling visuals are huge in a brand video because they will keep people watching and, more importantly, they'll Sort of trigger what is called narrative transportation.
• 19:29
  Speaker 2: Narrative transportation, which I love I'm obsessed with that phrase because it's so beautifully describes what happens when you're listening to a good story.
• 19:37
  Speaker 2: You shut off the part of your brain that's thinking about dimes and cents.
• 19:42
  Speaker 2: Can I afford this?
• 19:43
  Speaker 2: Is this the right time for me?
• 19:44
  Speaker 2: All of these other sort of very critical analytical things in your brain and you're just focusing on this feels right, this feels like a good fit, this feels like I should be doing this.
• 19:56
  Speaker 2: And again, narrative transportation.
• 19:59
  Speaker 2: You're kind of carried into the shoes of that person.
• 20:02
  Speaker 2: You're feeling the feels with them and our brand videos really should be focused on feelings throughout.
• 20:11
  Speaker 2: And so compelling visuals.
• 20:12
  Speaker 2: How do we do that?
• 20:12
  Speaker 2: We think about non literal visuals, so visuals that evoke emotions, visuals that are metaphors.
• 20:19
  Speaker 2: So that example I gave you of the digs hop puzzle and Julia story is a non literal visual.
• 20:22
  Speaker 2: It's a visual that you wouldn't expect to see.
• 20:24
  Speaker 2: It's a visual that you wouldn't expect to see.
• 20:25
  Speaker 2: It's a visual that's visual, by the way, which is another important component.
• 20:29
  Speaker 2: Not all visuals are interesting or colorful.
• 20:31
  Speaker 2: There isn't movement and in this case, when you can combine all of those things, that's a, that's a really good signal for a visual is when there's moving, it's colorful, it's dynamic, it's visually intriguing.
• 20:44
  Speaker 2: Think about, like the things that you'd like to see and like to watch kind of ASMR for your eyes.
• 20:48
  Speaker 2: Sound is also a very important component.
• 20:52
  Speaker 2: I absolutely love to use natural sound in the biz we call it not sound and so some some visuals to think about are in nature.
• 21:01
  Speaker 2: You know, water moving or wind, or leaves in the trees, like all the, all those things can sort of evoke emotions as well.
• 21:06
  Speaker 2: And yet you know there's no one size fits all.
• 21:12
  Speaker 2: There's there's a bunch of examples I can give.
• 21:13
  Speaker 2: But basically you're looking for Visuals that really sort of trigger trigger an emotion of some sort, and if you're not used to thinking visually, then that's kind of where to start is just sort of this exercise of every time you watch a commercial and you watch a video or a film, rather you want to think about what, what am I feeling?
• 21:33
  Speaker 2: And then when, when you realize what you're feeling like, what am I actually seeing that's making me feel that way.
• 21:40
  Speaker 1: That's just.
• 21:40
  Speaker 1: It's fantastic so okay it just gets people thinking about the ways that they can start thinking about their story a little bit differently getting people, to relate to them, so that you're not sitting there writing in your planner, you know, whatever else it is.
• 21:57
  Speaker 1: So, I think that that's a great and should hopefully get everybody that's listening or watching thinking about that.
• 22:03
  Speaker 1: So you have your brand video.
• 22:06
  Speaker 1: You've got all your visuals.
• 22:07
  Speaker 1: You've got over the fact that you don't like how you look and you don't like the sound of your voice and everything else that goes with it.
• 22:13
  Speaker 1: Join the club.
• 22:14
  Speaker 1: You've got I know exactly right.
• 22:16
  Speaker 1: You've got this brand video.
• 22:18
  Speaker 1: Now what?
• 22:20
  Speaker 2: Now what?
• 22:20
  Speaker 2: Okay, great.
• 22:21
  Speaker 2: So that's the second most asked question, which is a great one.
• 22:24
  Speaker 2: Once you have it, where does it go?
• 22:25
  Speaker 2: So I talk about like five places where your brand video should live.
• 22:29
  Speaker 2: The first one is your email signature your brand video should.
• 22:33
  Speaker 2: So, before you even get into the five things, you really should think about your brand video as the lens through which people are going to see all of the rest of your content.
• 22:42
  Speaker 2: So you want it as top of funnel as possible.
• 22:45
  Speaker 2: They're going to be hooked by an ad or something that they've seen, or a comment that they've seen somewhere or you've.
• 22:52
  Speaker 2: You're in a group together.
• 22:54
  Speaker 2: You networked on Zoom, whatever the case may be.
• 22:55
  Speaker 2: You guys connected and you want your brand video to be the first thing that people watch as soon as they come into your universe.
• 23:02
  Speaker 2: Why?
• 23:03
  Speaker 2: Because, again, it's going to reframe everything else.
• 23:05
  Speaker 2: Think about this when you meet somebody for the first time, whether it's over a Zoom call or in person or over email, whatever the case may be.
• 23:12
  Speaker 2: Actually over email a little bit less, because that's a little bit less dynamic and personal than we might not know to put a face to what we're hearing.
• 23:21
  Speaker 2: So let's say, over Zoom or in person.
• 23:23
  Speaker 2: Every time, now that you interact with that person, you will remember that interaction.
• 23:28
  Speaker 2: You've kind of created, you know, feelings associated with that person.
• 23:32
  Speaker 2: You've sort of built this mini image of them in your mind, and so every time you hear from them whether you've signed up for their offer emails, whatever the case may be you follow them on social.
• 23:41
  Speaker 2: When they pull up on your feed, you are going to be framing that through the lens of that interaction.
• 23:49
  Speaker 2: So that is what the brand video replaces.
• 23:52
  Speaker 2: You can't have Zoom calls with every single person in your universe, unless you're a tiny business, and so the brand video is going to frame everything else as a friend, as somebody they've gotten to know, as somebody that whose values they understand and who they have this like emotional connection with.
• 24:08
  Speaker 2: And we toss the words emotional connection around quite a bit, but that is hugely important.
• 24:14
  Speaker 2: In fact, like there's a Harvard Business School study that says that 95% of purchasing decisions are made subconsciously, which means they're made on sort of the emotional level.
• 24:24
  Speaker 2: They're not made on the sort of thinking can I afford this dimes and scents timeframe?
• 24:28
  Speaker 2: Do I have to ask somebody?
• 24:31
  Speaker 2: My husband, my wife, whatever the case may be?
• 24:33
  Speaker 2: All right.
• 24:34
  Speaker 2: So where are the five places your brand video should live?
• 24:37
  Speaker 2: Top of funnel.
• 24:41
  Speaker 2: Your email signature is super important.
• 24:42
  Speaker 2: It's incredibly important real estate that so many people throw away by not at least having a picture there.
• 24:46
  Speaker 2: So your email, your email signature, had a picture on it, like today and in the future it should also link to your brand video, why every single person who gets an email from you should watch your brand video, should connect to you Again, make those associations, this name, this person has, this story that I'm connected with.
• 25:08
  Speaker 2: Number two it should live pinned to the top of your social media profile.
• 25:14
  Speaker 2: So pin to the top of your Instagram, sort of visible on LinkedIn.
• 25:17
  Speaker 2: Wherever you're hanging out, wherever your audience is hanging out, pinned right on top of there, it should also be on your homepage.
• 25:24
  Speaker 2: So if you are the name and face of your brand, it should live on your homepage.
• 25:28
  Speaker 2: It doesn't have to be above the fold, it can be just below the fold or wherever sort of works for you.
• 25:33
  Speaker 2: If you're studying where your audience is scrolling your website.
• 25:38
  Speaker 2: If there's a place where they stop, it should be right above that.
• 25:42
  Speaker 2: Your About Me page is the second most visited page on your website, typically.
• 25:47
  Speaker 2: That's why because people by the way, shocker want to get to know.
• 25:51
  Speaker 2: You want to know who you are, so it absolutely should live in your About Me page as well.
• 25:56
  Speaker 2: And then, lastly, depending on the kind of business that you have, if you have a sales page, if you have like an online funnel in the sales page, if you have one of the really long ones where there's a section where you're kind of reminding people about your credentials, about who you are, bam, spec that brand video right there, because it will again pull at those heartstrings.
• 26:15
  Speaker 2: This is typically further down in that sales page.
• 26:17
  Speaker 2: I'm not, I don't recommend that you replace any of your copy or any of your sort of what you're doing in your sales page in terms of driving people to your offer.
• 26:28
  Speaker 2: But and that's the reason why we have oftentimes that section of like let me remind you, I'm awesome section of your sales page.
• 26:36
  Speaker 2: Let your brand video live there as well, just to kind of give that final emotional push and like have people remember it by this point.
• 26:42
  Speaker 2: They should have watched your brand video, but just remember them.
• 26:44
  Speaker 2: Oh my gosh, yeah, she's this really cool chick I remember, you know.
• 26:47
  Speaker 2: Like, oh, okay, yes, I totally get it.
• 26:50
  Speaker 1: Yeah, no, I.
• 26:51
  Speaker 1: So I love everything that you're sharing.
• 26:53
  Speaker 1: I love all those tips.
• 26:54
  Speaker 1: Those are all great places to share and put out whatever communications that you have for now.
• 27:01
  Speaker 1: So, again, it's about building that no like and trust factor and building that relationship quicker, because people buy from people and people they like right.
• 27:09
  Speaker 1: That's what it ultimately comes down to.
• 27:12
  Speaker 1: So, before I let you go cause this has been amazing and I'm hoping that everybody listening got a ton out of it, cause I know I did I will have a link in the show notes, as usual, on ways to connect.
• 27:27
  Speaker 1: But they she does have a brand video starter guide, a video training that's gonna walk you from start to finish on how to create your own brand video on brandmagneticcom.
• 27:37
  Speaker 1: So we'll have that available for you guys to check out if you want to work through that.
• 27:44
  Speaker 1: And then, before I let you go, the show is called Imperfect Marketing, cause, as we all know, marketing is anything but a perfect science.
• 27:52
  Speaker 1: So what has been your biggest marketing lesson learned?
• 27:58
  Speaker 2: I think to me the most exciting part of marketing has been connecting with people individually and kind of seeing that folks that even when I wasn't actively pitching or didn't even have an offer it's just kind of seeing the seeds that you planted in different Facebook groups in different online spaces kind of come back at you when you least expect them.
• 28:21
  Speaker 2: Every couple of days, every so often I'm getting emails from folks that I don't know how they found me, but somehow they did, and so I think the beautiful part of marketing for me is when all you're doing, you're just sort of living your truth and getting out there not to dismiss any of our more intentional marketing efforts, but just to connecting with folks or seeing that what you're putting out there is resonating with people that you're not even addressing directly is really awesome to me.
• 28:52
  Speaker 1: Yeah, I teach I'm adjunct faculty at one of our local universities here outside of Detroit and yeah, I mean I teach integrated marketing communications.
• 29:01
  Speaker 1: And one of my students asked me the other week they're like, is integrated marketing communications more popular than traditional marketing?
• 29:09
  Speaker 1: And I'm like, why?
• 29:10
  Speaker 1: yes, because it's about connecting and relating to people, and personalizing communications and speaking it all around and clearly being authentic is also very, very important, and they can definitely get that through a brand video, but also through your posts and everything else.
• 29:28
  Speaker 1: So very good.
• 29:29
  Speaker 1: I love that because marketing is personal.
• 29:32
  Speaker 1: People say, oh, it's just business, not personal.
• 29:35
  Speaker 1: Yep, no, marketing is personal.
• 29:36
  Speaker 1: It's gotta be personalized.
• 29:38
  Speaker 1: So that's an amazing tip.
• 29:41
  Speaker 1: So thank you, thank you all for tuning in to another episode of Imperfect Marketing.
• 29:46
  Speaker 1: Whether you are watching or listening, wherever you are, I would really help me out.
• 29:52
  Speaker 1: If you learned something on today's episode, do rate and subscribe to this podcast, because it really does help me get this word out to more people and help more people out.
• 30:03
  Speaker 1: Thank you again for tuning in.
• 30:05
  Speaker 1: Have a great rest of your day.