Latest / Profit With A Plan / EP314: Mid-Funnel Mastery: How Strategic Video Creates a Ripple Effect with Tim Bradley

Transcript

EP314: Mid-Funnel Mastery: How Strategic Video Creates a Ripple Effect with Tim Bradley · Profit With A Plan

• 0:22
  Tim Bradley, Team Pennant: Do your thing, do your thing all good.
• 0:24
  Marcia Riner | Profit Booster®: So right?
• 0:26
  Marcia Riner | Profit Booster®: So usually, I don't have too much about you and the promo. But it gave me a lot of that. So okay, here we go.
• 0:32
  Marcia Riner | Profit Booster®: Think video is just for brand awareness. Think again this week on profit with a plan. I'm joined by Tim Bradley, the mind behind the video marketing trifecta, a proven framework used by brands like Cisco and Philips to turn b 2 b videos into mid funnel conversion machines.
• 0:52
  Marcia Riner | Profit Booster®: So if you're ready to stop wasting views and start driving real engagement. This conversation will flip how you think about storytelling strategy and scalable content that actually works.
• 1:05
  Marcia Riner | Profit Booster®: Don't miss this episode, especially if you're in tech B, 2 B, or you're just tired of the Fluff video marketing.
• 1:12
  Marcia Riner | Profit Booster®: Catch us on profit with a plan.
• 1:17
  Marcia Riner | Profit Booster®: hey? Entrepreneurs! Are you working too hard for too little profit. Well, welcome to profit with a plan podcast where we help you scale smarter, increase, profitability and build a business that's worth more, whether you keep it or sell it. I'm Marcia Reiner, the business growth strategist and profit booster behind infinite profit. I've helped countless entrepreneurs to turn their businesses into highly profitable and sale ready assets. So they enjoy more income now, and a bigger payday later.
• 1:47
  Marcia Riner | Profit Booster®: So join me for practical strategies, expert insights and proven steps to make your business more profitable, more valuable, and built to last.
• 1:57
  Marcia Riner | Profit Booster®: By the way, today's episode is sponsored by infinite profit, where we don't just talk profit, we deliver it.
• 2:03
  Marcia Riner | Profit Booster®: But before we dive in, I have something special for you. If you're a business owner who's tired of overcomplicated, overpriced marketing strategies that just don't deliver up. Well, listen!
• 2:15
  Marcia Riner | Profit Booster®: What if you could have a simple, affordable way to market? Your business that actually works
• 2:22
  Marcia Riner | Profit Booster®: the profit booster marketing hub is your all-in-one marketing system, built specifically for busy entrepreneurs who want real results without hiring a full tech team or wrestling with all the craziness
• 2:35
  Marcia Riner | Profit Booster®: it's automated, intuitive, and it comes loaded with pre-designed templates. Crm, a social media tool email and text automation.
• 2:44
  Marcia Riner | Profit Booster®: everything you need to capture nurture and close those leads. So if you're ready for a low cost, easy to use marketing system that gets the job done, go visit profitboosterbiz, and let's make your marketing more profitable.
• 2:58
  Marcia Riner | Profit Booster®: All right, let's jump in on today's episode. Tim Bradley is the co-founder of pennant Video, A. b 2 b agency known for pioneering the video marketing trifecta, a framework that powers mid-funnel strategies for companies like Cisco, Hitachi and Philips.
• 3:16
  Marcia Riner | Profit Booster®: With nearly 20 years of experience, Tim combines his deep storytelling and creative leadership with scalable strategies to help b 2 b tech brands cut through the noise to drive meaningful engagement.
• 3:30
  Marcia Riner | Profit Booster®: He's also a mentor speaker, and authentic voice on Linkedin, known for blending creative insight with humor and heart. Tim. Welcome to profit with a plan podcast.
• 3:41
  Tim Bradley, Team Pennant: Thank you so much. That was a very warm, warm intro. I appreciate it.
• 3:45
  Marcia Riner | Profit Booster®: Sure. Sure. Okay. So you know, 1st of all, 20 years. Come on. Where? Where are you hiding that? Right? It's it's it's, you know, we all get into this business. And we think.
• 3:56
  Marcia Riner | Profit Booster®: Wow, that was yesterday that I started this thing right. And then, 20 years later, you're like.
• 4:01
  Marcia Riner | Profit Booster®: yeah, it feels like, yesterday I started this thing. It's so much fun to be in for a long, long term. But you know, how did you get into the video side of marketing versus all the other avenues that we can look into.
• 4:15
  Tim Bradley, Team Pennant: Yeah, I mean, I like to throw it back even further than that to like childhood where I was fortunate enough, where my parents had. You know the big clunky Va.
• 4:24
  Marcia Riner | Profit Booster®: The email, address.
• 4:25
  Tim Bradley, Team Pennant: You know what I mean. So me and my younger brothers, we would, you know, make up little stories, and, and, you know, stop motion animations with like Legos and stuff when we were growing up. So I think a lot of that sort of
• 4:37
  Tim Bradley, Team Pennant: creativity through that that medium of video really just kind of spoke to me at an early age, right? And then, yeah, I did the classic thing coming out of college moved to California, opened that 1st credit card and immediately put a bunch of debt on it with a camera and macbook. Pro, so I could just like get immersed in the storytelling. Right? So yeah, started as far back as that. And then, just you know the
• 5:01
  Tim Bradley, Team Pennant: the time at the box and the seat in conversations with clients and just sort of seeing the the whole evolution of the industry, from like film to digital to, you know, not everybody has the ability to to record HD. Or 4 K. With their phones. And just, you know, the sort of prophylation of that across across industries has been really exciting and amazing. I'm just like grateful to be along for the ride right.
• 5:27
  Marcia Riner | Profit Booster®: Great. Do you embrace the the self videographer? Or do you say, Yeah, don't. Don't, don't touch something. You shouldn't be dabbling in.
• 5:38
  Tim Bradley, Team Pennant: I would answer that with a Yes, and I suppose, right? Like, Yeah, I think the more you can, you know. Put yourself in front of a camera, or, you know, in situations like this one, I think you know the pandemic kind of forced a lot of hands to become a bit more comfortable talking to the little green dot on our, on our machines, right? And so I think a lot of that just really
• 5:59
  Tim Bradley, Team Pennant: helps you with, you know, an understanding of posture and delivery, and and all of those sort of like soft skills that are really important for any professional right? But yeah, when it comes to engagement with with audiences. And, you know, building, building, brand equity and building trust. Most importantly, right, like having that that partner, that marketing partner is really important and impactful. Right?
• 6:23
  Marcia Riner | Profit Booster®: I agree wholeheartedly. I mean, you know, you get the authentic videos out there where someone's walking around with their phone telling you a story.
• 6:32
  Marcia Riner | Profit Booster®: But in a professional environment I don't know that that has any weight like that's not something I would want to have as my brand video on my marketing piece. But that's great for social media, right? So I think there's use cases for each side of it.
• 6:49
  Tim Bradley, Team Pennant: Absolutely. Yeah, and just interject, there, it's like, video
• 6:53
  Tim Bradley, Team Pennant: is like, by far the preferred medium by audiences everywhere. So the more you can
• 6:59
  Tim Bradley, Team Pennant: approach a you know, a campaign, or an initiative, or or a launch, or something, you know, annual on your calendar, right? Like with a video. 1st mentality, it's such like a helpful 1st step to then understand, like, how to maximize resources like how to have a ripple effect across your your end. Your enterprise right with, like digital, social, internal, external out of home. Like the way you create right? It just has such a an impact is the word I keep using.
• 7:28
  Marcia Riner | Profit Booster®: I love it, and I'm glad that you're you're bringing that to the forefront. It is, I mean, if you're not on video business owners, and you're you're relying on somebody else to do your marketing or you're you're relying on other resources. You're missing out the boat because people are using are preferring to watch videos. Social media and ads prefer videos in their ads. And I think if you're not doing that, you're
• 7:57
  Marcia Riner | Profit Booster®: you're you've got anchors on you, and you're you're you're sinking quickly or slowly, either way. But you're sinking.
• 8:04
  Tim Bradley, Team Pennant: Yeah, absolutely. And you know, it's
• 8:06
  Tim Bradley, Team Pennant: I get it like, it's sort of difficult to generally put yourself out there right? So to know that you're being recorded. And Yada Yada is is it's it's tough, but I mean, it's like anything. It's practice. It's repetition like you get comfortable in the dynamics of it all right, and like the classic proverb of, When's the best time to plant a tree 10 years ago. Otherwise, now, right? So I think just getting started again. This really helps, you understand, like
• 8:33
  Tim Bradley, Team Pennant: things like total runtime and engagement, and like what what your audience is like, what's resonating with your audience right? And then you can build sort of equity and investment and production value from there. So yeah, I always say, we we really love working with brands that have an internal capability, or honestly, just like mindset, like like an adoption towards the medium of video. Because then it's like.
• 8:56
  Tim Bradley, Team Pennant: you know, they're doing the right things on with employer branding and recruiting and building a fostering, a culture that, like supports it right? And then, of course, social media, the drumbeat the visibility like showing up in that way with their subject matter experts or their leadership. Right is really important.
• 9:15
  Tim Bradley, Team Pennant: And then partnering with with a marketing group like us, or advertising group to like support the mid and and top of funnel with high end production value that really like
• 9:25
  Tim Bradley, Team Pennant: lands that best 1st impression, and builds trust through conversion. Right is like the is the best sort of of all worlds. I would say.
• 9:33
  Marcia Riner | Profit Booster®: Well, let's talk about that, because that's a great segue into learning about how does one at the top of the funnel start to build that trust right? There's always that kind of like. Oh, do I do this like canned video that says, you know, here's our history and our value proposition and and our mission point. And you know who we serve and
• 9:56
  Marcia Riner | Profit Booster®: is is that where you build it?
• 9:58
  Tim Bradley, Team Pennant: No, I would say not. I mean it's it. Listen. Advertising top of the funnel is
• 10:05
  Tim Bradley, Team Pennant: very, you know, is very challenging in its own own right. Right like it is. It is noisy out there, and many.
• 10:11
  Tim Bradley, Team Pennant: Well, they're shouting. You know what I mean. They'll just like try to catch a signal right? So like working with, you know, either the right, you know, marketing and leadership internally to identify your ideal customers and like, where are they, and what channels are they on and like? How do you best show up and provide value repeatedly is like
• 10:30
  Tim Bradley, Team Pennant: its own exercise. But for us, like at Pennant specifically, is like once that click is sold. You know you've sold the click wherever and you know, between Google and social and paid and etc, right? And it's like.
• 10:42
  Tim Bradley, Team Pennant: or even trade shows. And now you have an interested audience landing on your website. Now, that journey has like really begun right? And that's that sort of messy middle that we call it. That's like kind of the battlegrounds for building on that attention, building that trust building that sense of belief right towards ideally conversion. Right? And it's like
• 11:05
  Tim Bradley, Team Pennant: we all know you're not. You're not gonna sell to to every person everywhere, but to just like
• 11:09
  Tim Bradley, Team Pennant: with the right set of assets, the right set of marketing materials to like, build it. The right sort of journey to build on empowering decision making right is really the goal, like empowering the audience to make a decision. Then you're on the path of success.
• 11:24
  Marcia Riner | Profit Booster®: I love that explanation because everybody focuses on the top of the funnel. Right? Those quick ads, the catchy thing, the thing that can hook them in. But in reality, folks, you're not going to sell from those ads. You're grabbing their attention, and that person is now curious to learn more. And so what you're talking about, Tim, if I'm correct, right is, the middle is after you've gotten their attention. How do you
• 11:52
  Marcia Riner | Profit Booster®: keep it? How do you engage them. How do you bring them along in their journey so they can start to make decisions and move you up on their short list right.
• 12:02
  Tim Bradley, Team Pennant: Absolutely. Yeah. And then
• 12:04
  Tim Bradley, Team Pennant: not to go down a whole other tangent here, but like everything. AI, especially like, you know, Chatgpt is sort of predominant is like most of that, that top of the funnel research is compressed right? And so it's like the the sort of, especially in b 2 b. The sort of
• 12:23
  Tim Bradley, Team Pennant: buyer's journey there
• 12:25
  Tim Bradley, Team Pennant: often begins with quick comparisons that that a bot can provide for you right. But then the research really begins, and you need to show up in a human way in a trustworthy way, in an authentic way, right? And so all these
• 12:40
  Tim Bradley, Team Pennant: collection of marketing assets, but specifically with video, right is like mission critical to help differentiate you from your competition, help demonstrate your value, and and really validate your offering with like 3rd party testimonials, etc. Right? So.
• 12:55
  Marcia Riner | Profit Booster®: Okay.
• 12:55
  Tim Bradley, Team Pennant: Crucial.
• 12:56
  Marcia Riner | Profit Booster®: So so tell me a little bit more about that. So we're we're in the video right? Or we're in the middle of the funnel kind of space, right? And we're trying to get them to engage deeper with us. What are some of the suggestions that that have worked really well for your company and your clients.
• 13:14
  Tim Bradley, Team Pennant: Yeah. So we developed this, it's a framework, really. You alluded to it at the top of the the intro there. So the video marketing trifecta. So it's a set of 3 videos that on principle
• 13:27
  Tim Bradley, Team Pennant: and practice help differentiate brands
• 13:31
  Tim Bradley, Team Pennant: demonstrate value and validate with with 3rd party. Right? So that's that is the trifacta differentiate, demonstrate, validate. But what that really means, as far as like deliverables or assets, or content, like whatever sort of word you want to use.
• 13:44
  Tim Bradley, Team Pennant: These are anthem videos, explain your videos and endorsement videos, Aka customer stories or testimonials. Right? So
• 13:52
  Tim Bradley, Team Pennant: if I can go into it, the purpose of each respectively, is anthems.
• 13:57
  Tim Bradley, Team Pennant: Demonstrate your why, like or sorry, showcase your why, why you exist, why your audience should care, why, you're different from the competition, right? Like. I always say these are. These are.
• 14:09
  Tim Bradley, Team Pennant: you know, on the cusp of advertising, but it's that 1st sort of touch point that you know. A brand or a buyer has landed on your website, you want to pull them in, speak to them emotionally like show. Speak to their heart right like. Show them that you see them as a reflection of each other here in this space, in this sort of like ecosystem or situation that you're in, that is like
• 14:31
  Tim Bradley, Team Pennant: what we call sort of your flagship asset right? Like that sort of tip of the spear to your rallying cry. Right? So overemphasizing on that one the explainer video. I think we're all largely familiar with right? It's that
• 14:45
  Tim Bradley, Team Pennant: what you do and how you do it. But do it in an engaging way. Do it in a interesting, you know, unique, branded way, right? A little bit of humor, whatever you can, as far as like an emotional, continue that emotional draw storytelling exactly. I always say it's to, you know, to speak to the minds of the audience. So now you've sort of captured their heart, and you're speaking to their minds of their decision-making process.
• 15:10
  Tim Bradley, Team Pennant: But then you want to. Really, you know, double down on that trust that you're building. And those customer stories, those endorsement videos. Right like
• 15:18
  Tim Bradley, Team Pennant: these are. These are so important to help close deals right? And so, especially like sales sales for your sales force or sales folks, they really value having a diverse array of these, because it can speak, you know, have stories about certain industries or certain pain point and solution sets right, like these individual stories that then, as a buyer is becoming more interested again, they can put themselves in the shoes of this particular situation right to help close deals
• 15:48
  Tim Bradley, Team Pennant: make a decision on everybody's accord. Right?
• 15:50
  Marcia Riner | Profit Booster®: I love that. Okay? So the anthem, the how to and the testimonials are the the trifecta that we're talking about here, amazing and and brilliant. You know that you have that in a formula that works really well. I'm going to go to the 3rd one, and then we'll go back up to the top one. But the 3rd one. When we get these
• 16:12
  Marcia Riner | Profit Booster®: testimonials right, how scripted are they or canned, are they? Because, you know, we all know that we ask our client and say, Oh, can you tell me why you decided to buy from me, or what results I proved? For it may not be in the language that is really going to draw the person in, and you want it yet to stay authentic. So how scripted do you do these, and are they professionally done? Or you just ask them to fire off some comments on their iphone.
• 16:41
  Tim Bradley, Team Pennant: Listen you can. You can do all of them any and all of that right like I.
• 16:46
  Tim Bradley, Team Pennant: I'm biased, but I will say that.
• 16:49
  Tim Bradley, Team Pennant: or I will, I will push it back to you that
• 16:52
  Tim Bradley, Team Pennant: what would you prefer to see as an audience member, right like, if you're thinking and putting your best foot forward on your audience's behalf, like you'll make the right decision, as far as like production value is concerned. Right? Like I get it. We have so many internal forces of like, you know, hitting kpis and budget and bandwidth and timelines. And you know, resources frankly right, that it's like we are. Those are. Those are real guard guardrails, right? Like, I very much appreciate that. But
• 17:21
  Tim Bradley, Team Pennant: when you're trying to build trust, and you're trying to like show that you are the right choice in the eyes of your audience. Right? I always encourage to infuse as much production value as you can, because, like.
• 17:32
  Marcia Riner | Profit Booster®: Maybe.
• 17:32
  Tim Bradley, Team Pennant: You want to make this an enriching experience, and especially when you're put your 1st of all, you've asked your customers to go out on a limb to speak on your behalf. Right? You want to make them the hero you want to make them like the creme de la creme of their industry right? And so, like
• 17:48
  Tim Bradley, Team Pennant: the more production value you can infuse into that situation. It supports that current relationship right? But it also shows your audience, your prospective buyer that, like you care that you just care about this right? And like they're going to take care of you right when it comes time to sign a deal. So that's.
• 18:07
  Marcia Riner | Profit Booster®: I like.
• 18:08
  Tim Bradley, Team Pennant: Usually the thing I really encourage and like, I really respect all parts of business, right? So that's I'll leave it at that.
• 18:15
  Marcia Riner | Profit Booster®: You know. Yeah, it is a challenge. You know, we're living in a you know. We'll call it a challenging time right now, financially for a lot of folks and business included. And but when you're when you want that weight right? You know, I always
• 18:33
  Marcia Riner | Profit Booster®: I want to coach my my testimonial to say more powerful in the way. But you really don't want to do that without losing the authenticity, but I think that when you've got a director, and you've got, you know, a professional team. I think your your testimonial will be more open to the coaching and and support on it, and I think you really hit it on the head if it if I'm showing the the Karen with my, with my customer and and the testimonial that they're giving.
• 19:01
  Marcia Riner | Profit Booster®: Then what kind of care am I going to show you, Mr. Mr. Prospect? Right.
• 19:04
  Tim Bradley, Team Pennant: That's who's.
• 19:05
  Marcia Riner | Profit Booster®: It's really super valuable. So thanks for sharing that. I know it's like, it's, it's like, Okay, where does the budget allow? Right? But at the same time. That's a valuable message subliminally. That comes out of a really good test. Well done, testimonial.
• 19:21
  Tim Bradley, Team Pennant: Absolutely. Yeah. And the other thing I always say to to to you know, prospective customers or clients is that
• 19:28
  Tim Bradley, Team Pennant: you're also building on a on a library right like your library of owned unique branded materials, right? And that stuff holds its weight in gold that you can like repurpose and and re-infuse into other initiatives over time. Right? So like, if you go on location
• 19:44
  Tim Bradley, Team Pennant: with a customer you're doing all those things we just talked about. But you're also capturing and recording content and images that are yours like, you're not going to see that on a stock site somewhere, right that your competitor might be able to have. So though, that's like an added consideration when you're making an investment into video in this way is that you're building on a repository a library that can support future initiatives.
• 20:07
  Marcia Riner | Profit Booster®: Love it. Okay, so let's keep this reverse role and and go into the how to right
• 20:15
  Marcia Riner | Profit Booster®: keeping it kind of
• 20:17
  Marcia Riner | Profit Booster®: niche, but broad enough to to your audience. I mean, if you sell 1 1 thing to one person, then it's easy to do. But for many of us. We're selling to a we'll call it a broader market of mixed people, right? And so when we're talking about this kind of you know how to who I serve, how I do it! What are my, what are my frameworks that I use, and those kind of things?
• 20:46
  Marcia Riner | Profit Booster®: How much weight out of the 3. Does that really lend to.
• 20:51
  Tim Bradley, Team Pennant: I would say that the explainer video is the most common for a few reasons, because it it's often the thing that or or derives from a conversation or a set of Faqs that
• 21:04
  Tim Bradley, Team Pennant: a salesperson is saying repeatedly, right? It's like the type of thing like I'm answering this type of question a lot right like, what do we do? And how do we do it? So to do it in a in a visually interesting way. That's on brand that, you know has the sort of like
• 21:19
  Tim Bradley, Team Pennant: complex sandwich. I like to describe it as right. You got your messaging, your tone, your your identity, your you know the music, the voiceover, the art, the videography, like whatever it is right like it just makes for a bit of an experience. And so, you know, arming your sales, your sales force with something to that effect is like very powerful right, because it not only helps them like
• 21:40
  Tim Bradley, Team Pennant: either preemptively answer some questions, or just makes for a savvier buyer by the time they watch it right that it, like just makes their conversations a bit more enriched and nuanced and unique to whatever the situation is. Right now. That said like, there is no one video silver bullet for it. All right. So it's like.
• 21:59
  Tim Bradley, Team Pennant: obviously it depends on your on your industry and your own business. But it's like we're always encouraging folks to think strategically with like, yes, maybe one real salient, simple explainer video. That is like, sort of
• 22:13
  Tim Bradley, Team Pennant: your immediate FAQ, answer right? But the like. Further, you can lean into industry, expertise or into individual pain. Point solution sets right like we work with a lot of you know, as you said, like a lot of b 2 b tech brands that have, like
• 22:29
  Tim Bradley, Team Pennant: all sorts of industry sets, and all sorts of stakeholders from, you know, like cisos and etc. It said that it's like, if you can create explainers that are respective to title and to industry like you can do it in an efficient way. That's like very conducive to your brand right. Now you've got this robust library that your sales force can be like.
• 22:48
  Tim Bradley, Team Pennant: Oh, I have this prospect here, that's, you know, in this category and in this space. Here's a piece that speaks directly to them. Right? So this, of course, is like long term growth, and a lot of the brands you set at the top like
• 23:00
  Tim Bradley, Team Pennant: have the sort of time and resources to support those types of things. But even just getting started with one, you can start identifying the gaps in your own buyer's journey to produce more that are in the same scale and flavor of your original explainer video.
• 23:17
  Marcia Riner | Profit Booster®: So to me it sounds like it's probably one of the more important videos that you have in here. But it's also something that can be repurposed and reused, and many different variations. And I love it. How you said your salespeople can go into the library and choose the one that really aligns best with the client they're talking to and share that with them. So it's not just a 1 and done, you know, pretty for the for the website, right? That shows up. But it's something that can be
• 23:44
  Marcia Riner | Profit Booster®: stripped and cut and and repurposed in many different ways.
• 23:48
  Tim Bradley, Team Pennant: Yeah. Another way, I would say, that is like again, if you're thinking about your buyer, your audience, and how like, you know, specific and nuanced and niche. They are like appropriately right, like. The more you can tailor your story and your message and communicate that through this through this medium right is going to be really powerful.
• 24:07
  Tim Bradley, Team Pennant: for, for for helping close the deals.
• 24:09
  Marcia Riner | Profit Booster®: Love it. Really good stuff, Tim. I think that this this trifecta is really important to have, and I think that I know that many of the business owners. They're only looking at that top of the funnel thing. They never thought to have really high quality production value on their testimonials. And then a library of explainer videos
• 24:32
  Marcia Riner | Profit Booster®: that can truly be repurposed and shared later on. I know they're not thinking in this manner. So this is really valuable.
• 24:39
  Marcia Riner | Profit Booster®: So let's go reverse again and go back up to the top and talk about. And you called it a what kind of video the.
• 24:46
  Tim Bradley, Team Pennant: And some video right.
• 24:48
  Marcia Riner | Profit Booster®: Them. I was thinking the authority video. But.
• 24:49
  Tim Bradley, Team Pennant: Yeah, no, it's fine. I mean, we just love this sort of semi alliteration, right of anthems, explainers, endorsements. Just kind of keeps it rolling off the tongue. But the anthem is effectively like your mission values. Based videos, right? Like this is like what you stand for like
• 25:06
  Tim Bradley, Team Pennant: again, why, you exist. Why your audience should care, why, you're different from your rivals, right? And so these tend to be shorter punchier, like really, emotionally, emotionally forward right again, like attempt to be that reflection of your buyer and their own set of values, and what they're trying to pursue in, you know, in their professional career. So yeah, these are the sort of most fun to produce. They typically align
• 25:31
  Tim Bradley, Team Pennant: in a brand's like, if they're like, if they're having a rebrand situation that tends to be like the most common because they're working through a brand narrative right? Like they're working through some semblance of identity, upgrade or refresh, or whatever right. So like
• 25:46
  Tim Bradley, Team Pennant: this is such a great moment to like wave that flag right in the eyes of their audience. They're also very common for sales kickoff situations where you're trying to like.
• 25:56
  Tim Bradley, Team Pennant: rally a bunch of like-minded people. There are, you know, customer experience events to kick off the top of that right like a moment that you really want to like Hook someone, and, you know, speak to their heart in a way right? So these are not as common. But they're really quite important when you're just trying to produce that reflection of your audience.
• 26:17
  Marcia Riner | Profit Booster®: I think it's that emotional connection, right, that you're hoping to gain with your audience where the middle one is more. The logical connection that you have with it, and then the last one is your proof of concept. Right.
• 26:31
  Tim Bradley, Team Pennant: Kind of gut check is the way.
• 26:33
  Marcia Riner | Profit Booster®: Yeah.
• 26:34
  Tim Bradley, Team Pennant: That's really.
• 26:35
  Marcia Riner | Profit Booster®: Good. So with the emotional ones, and I know these ones are probably last on their list of things that they want to have right in their in their video portfolio. But they're really important. Because, as you mentioned, this is where you're going to get the buyer that says.
• 26:52
  Marcia Riner | Profit Booster®: Oh, they're like me. They believe in
• 26:56
  Marcia Riner | Profit Booster®: saving puppies or creating water for people that are thirsty, or you know, whatever it is, you know that you stand for on top of the fact that you're a business locally, and and you want to earn their their trust and build it. And these this, to me, sounds like that 1st trust step that you're really going to get in.
• 27:21
  Tim Bradley, Team Pennant: Like. Truly, it's again like that. That click has been sold somewhere, right? They have arrived wherever it is. Your website.
• 27:29
  Marcia Riner | Profit Booster®: Now? What.
• 27:30
  Tim Bradley, Team Pennant: Right. This is that 1st moment to make that like really your best 1st impression. So what is that like?
• 27:37
  Tim Bradley, Team Pennant: Ideally, really tight kind of like 60 seconds anthemic piece that, like builds on that early curiosity, right? Like people start to see themselves in the reflection of those values, and then you pull them through to the explainer like, all right, what is this? What is this group about? Right and like? Oh, who is this for right? And that's where those endorsements or testimonials come in. So again, just thinking about that audience building that journey as best you can. And yeah, it's a really exciting thing.
• 28:06
  Marcia Riner | Profit Booster®: So this sounds fantastic for larger companies like you mentioned in your introduction. You know, you've worked with some really serious names. Right? What about the smaller guys that are here. So for an example, B, 2 B like you said a small tech firm that does it security? How does one? You know, they got a couple of guys, you know, they're all wearing matching T-shirts. It's not like this, you know. Deep pocket major organization. It's the little guys.
• 28:36
  Marcia Riner | Profit Booster®: how do they use this kind of framework
• 28:42
  Marcia Riner | Profit Booster®: financially and budget wise and and impression wise to, you know, because their their lives tend to shift in a by week by week rather than
• 28:52
  Marcia Riner | Profit Booster®: percent. You know.
• 28:53
  Marcia Riner | Profit Booster®: the big guys can, you know, put some money into it because they've had years of, you know, history and value. They're not going anywhere. And the little guys seem to be agile trying to find a way.
• 29:04
  Tim Bradley, Team Pennant: Yeah, I'm gonna answer this a few different ways, because I love this question. So
• 29:08
  Tim Bradley, Team Pennant: for us, when we launched Pennant, we started with a mini anthem like a mini festo is what we called it. So it's kind of like a shorter punchier version of an anthem, right? But it would just it's something that still really works for us today, like several years later, where
• 29:24
  Tim Bradley, Team Pennant: audiences are like, Oh, I remember seeing that thing, or like, we want something like that for ourselves. So like, we're fortunate in that, we can create our own stuff right. But if I was gonna encourage anyone, it'd be starting with the endorsement video like you have customers. You wouldn't be in business if you didn't have customers right? So like
• 29:39
  Tim Bradley, Team Pennant: really propping them up as the heroes that they are in their space. And like making that little bits of investment story over story. It's kind of like a really great. Again, it's a great way to like, build on the relationships that you have, show the like, provide the value to your audiences to help them make a decision ideally in your camp right, and start building on that library like that sort of compounding bits of visuals that you can use across all of your digital right.
• 30:08
  Tim Bradley, Team Pennant: So I would always encourage that. And then the explainer is again that, like.
• 30:12
  Tim Bradley, Team Pennant: you're invariably saying the same things over and over again. Right? You're you're on a sales call you're you're you're in a pitch situation like record. That stuff.
• 30:20
  Tim Bradley, Team Pennant: Use it to distill it down to, you know, a tight 90 seconds. Great! You could do your own voiceover right, and then work with someone to help put the visuals over it that are as uniquely yours as possible. Right like. Yes, there's stock sites and and Fiverr and AI, and all this stuff right? Like you. Just my caution. There is just like
• 30:43
  Tim Bradley, Team Pennant: you're probably you've probably seen your your, you know, a stock, a stock piece of video across, like several different videos before right? So that like, sort of
• 30:52
  Tim Bradley, Team Pennant: you don't want to like dilute yourself if if you can, if you can help it. So. But I get it. It's just like use, like
• 30:59
  Tim Bradley, Team Pennant: at the end of the day. You want these tools to help
• 31:02
  Tim Bradley, Team Pennant: further your initiatives while empowering decision making. So it's just like making that that best decision on behalf of your audience on behalf of the resources and time that you have. But yeah, like, especially early days, like
• 31:15
  Tim Bradley, Team Pennant: an anthem, is really is really exciting, because it's like that rallying cry, that statement that that like.
• 31:22
  Tim Bradley, Team Pennant: you know that you're
• 31:24
  Tim Bradley, Team Pennant: that you've arrived right. But sometimes like, if you're that scrappy of a startup, maybe you don't know yet. Right? You're still trying to figure out the mechanics of your best, your best buyer, like what their pain points really are like. You're you're working through the mechanics of all that. So
• 31:38
  Tim Bradley, Team Pennant: I'm really glad we went through the trifecta in the order that we did, because those customer stories, those endorsements are really impactful. Early, the explainers really help you repeat the message that you're saying, like most commonly time and time again, and then build towards that anthem with the visuals that you collect along the way.
• 31:55
  Tim Bradley, Team Pennant: and then you've got this really powerful message for yourself.
• 31:58
  Marcia Riner | Profit Booster®: Love it. Oh, I'm so glad we did that! Then see the natural intuition of just going backwards. It just seemed whatever to to go along. But let me close with one more question. So we talked about the ripple effect of what video does. Can you summarize that in a little bit. I think it's really important, and people aren't quite understanding that if you drop something here now that it comes out and grows and grows right.
• 32:25
  Tim Bradley, Team Pennant: Yeah, especially with the the sort of
• 32:27
  Tim Bradley, Team Pennant: mid funnel focus that we have that sort of this like middle out effect, right where it's like you get these core messages
• 32:35
  Tim Bradley, Team Pennant: really tight, really, on brand production value, right? Like what we described as that trifecta right? But from there it's like all of that imagery can be repurposed as static, as designed graphics as trade show booths. We've done this a bunch of times right like as anything to support like an annual event, you might have as animated gifts for your email campaigns. Right? So there's just so many ways that, like that investment can be
• 33:03
  Tim Bradley, Team Pennant: either flexed or stretched, or whatever word you want to use across your digital to like, really, just continue to infuse your brand across those channels that you own right. And then, of course, there's like the puzzle, like the pieces of that puzzle or that sandwich of video right where it's like
• 33:18
  Tim Bradley, Team Pennant: cool. You've you've got this client, this client story, this testimonial, this this endorsement that's really tight and and exciting, and, you know, has a lot of the production value that you have.
• 33:28
  Tim Bradley, Team Pennant: But invariably
• 33:30
  Tim Bradley, Team Pennant: that interview came from somewhere, and that interview can be used to write a written case, study right, or like to use the poll quotes to be put on, you know, print materials right? As like that, that single line testimonial, your website or whatever. So it's just sort of that video. First, st mentality like doing this sort of like most, it is truly like the most challenging, too, in its own right. But like once you've made that investment of time and resources and production value, it can really have a ripple effect across your whole, your whole entity.
• 34:00
  Marcia Riner | Profit Booster®: I love it, Tim, this is really really good, all right. So you know, listeners, I know video can be something as simple as an iphone, but in some of the middle of your your business, when you've already attracted them, it really needs to have some quality pieces behind it, and I love Tim's idea of his trifecta and the ripple effect on it, and how impactful that would really be to bring those
• 34:26
  Marcia Riner | Profit Booster®: those prospects really into leads and potential clients, and then turn them into clients for you. And I think that this is a multiplying way of doing it. But, Tim, where can listeners find out more about you.
• 34:40
  Tim Bradley, Team Pennant: Yeah. So I'm on Linkedin, Tim Bradley, pennant video, right? And then pennant dot video or pennantvideo.com is our website. And on there we have a what we think is a really helpful ebook of sorts where it's called a funnel focused. And it's about
• 34:58
  Tim Bradley, Team Pennant: the video marketing playbook for like winning at each of these stages of the funnel that we talked about. Right? So it's pretty comprehensive
• 35:07
  Tim Bradley, Team Pennant: top mid bottom funnel, right? And there's a interactive not interactive. But there's a there's a quiz that you can take from it, too, to just help, you understand? Like where to best get started, where to best support what you've got going on from a video marketing standpoint. So yeah, that's ungated on our website. Just scroll a little bit and a pop up will appear.
• 35:28
  Marcia Riner | Profit Booster®: Love it super valuable. Because, yeah, I mean, there's a lot that can be done and a lot of rabbit holes we can fall in to make sure that we're focused on what are the most valuable opportunities for us right now, and with our budget and bandwidth right, and to be able to start building the library. As you've said so many times throughout this interview.
• 35:51
  Marcia Riner | Profit Booster®: It's start right. Put that tree in the ground right now, and start building your asset library that you could reuse and repurpose over time so awesome, awesome things.
• 36:03
  Marcia Riner | Profit Booster®: and all right. So, thanks for listening today, I hope you picked up some valuable insights and actionable ideas that will help you make your business more profitable. And I know wholeheartedly that video is the
• 36:17
  Marcia Riner | Profit Booster®: platform and the tool. I don't know if it's tool or platform that I'm thinking of, but the the way to get your message out there in a way that if you can be the the the star of the video. You're going to engage and connect even deeper with your prospective clients out there. And so I would encourage you to get on Tim's playbook. Learn which videos you need, and you can put into play right now.
• 36:46
  Marcia Riner | Profit Booster®: and I think you'll be heads up. And at the end of the year you'll go. Oh, I'm so glad I watched that podcast all right? So if you're tired of overpriced marketing, that is complicated and time consuming. Check out the profit. Booster marketing hub. It's your low cost, easy to use alternative to expensive strategies, complete with automations, templates, and a personalized strategy call. Go, get the details at Profitboosterbiz.
• 37:12
  Marcia Riner | Profit Booster®: and you don't want to forget. Don't forget to subscribe. You don't want to miss future shows. If I can get my tongue untwisted.
• 37:20
  Marcia Riner | Profit Booster®: Catch us every Tuesday on profit with a plan on any of your favorite podcast platforms. And we're looking forward to more great profitable strategies on next week's show. So until then make your plans and profit with them. Thanks so much, Tim.
• 37:35
  Tim Bradley, Team Pennant: Thank you so much.