A “3-minute” crash course in digital marketing.

Episode Transcription

Den Lennie (2s):
G’day, guys! Den here, Episode 212 of the How to Scale a Video Business podcast. I think we were talking about the prospect awareness and what actually is that anyway, it’s something from the marketing world that is very, very, very important to understand in your video business, I want to explain why and this issue, issue? Episode. Don’t know where that came from. So what we’re talking about here, it’s something that was created by something called Eugene Schwartz way back many, many years ago.

Den Lennie (46s):
And this is called the five levels of customer awareness. Now these are actually five scientifically identified states of awareness that your prospects or your customers have when the are considering engaging with a business, they are, are most aware or product aware, solution aware or problem aware and unaware. So let me know, just explain what I mean by a lot. This I’ll take you through them one by one. Okay. So you’ve got to understand that depending on where someone has on their buying journey, the journey, and to have a different level of focus and awareness on how important it is to solve that problem.

Den Lennie (1m 29s):
So the five stages of awareness at each stage impacts differently how you present your offer and your sales man, you know, a one size doesn’t fit all. You’ve talk a lot about the importance of understanding a niche that your work in all of your specialism or what your known for is you just can’t send the same message to everyone. You know, if you have a message for our manufacturing client and that manufacturing client is a 57 year old male, who is an engineer that is not going to be, you’re not going to attract his attention than the same way he might attract the attention.

Den Lennie (2m 9s):
Have a 26 year old marketing executive working for a vegan food company. So, it’s really important to understand not only who you’re talking to, but how aware they are. So if someone in there it’s called our bath 27, working for a vegan food or food brand has watched the marketing for five years. She is going to have a different level of awareness. When they come to create content on social than bill, you might be 57 and running an engineering for him. He’s never gotten it. Hasn’t even got Facebook on this form. So one size doesn’t fit all. So let me go through these and try and explain them to you as best I can for the example of here. So awareness level one is most aware.

Den Lennie (2m 53s):
So if someone isn’t the most aware stage or are your prospect’s with the most aware stage, then they are familiar with your products than familiar with you. And, and they know how to get ahold of you at this stage. If they need a project from you, the only need the bare minimum of inflammation cause there’s trust. So if your writing marketing for someone to this level, it’s really the easiest person to rate for. These are your best customers, that your biggest fans and prospect’s, or the most aware, or don’t need to know the backstory of your company. You don’t need a social proof or a very little have it at best, or they don’t need to be educated on the benefits of the products.

Den Lennie (3m 38s):
And on the iPhone is a great example of this. Okay? So apple doesn’t use persuasive copy to explain why someone should buy an iPhone. Okay. People already know the new iPhone is coming out and then no, they want it. So where are they? These, our hot, really highly receptive audience that is already sold on your product or service. And the, you know, they literally looked forward to you or getting out, getting it ready. Like they, they are your brand evangelists. These people customers can have a no, you are in a personal level. And from an apple perspective, do you have the apple fans’ with the Mack and the apples sticker on, on everything, the ORM they are in the olden days or a few years ago to the camping out and the called to wait for a new iPhone release.

Den Lennie (4m 26s):
And they can’t wait to hear it from you. So, you know, when, when you, if you’re in, if you’re an iPhone user, you’re on a Mac user, you know, when you products are coming out and you cannot, everyone is to stop talking about it. You know what you want to do. These are the ones that are literally hanging out with you. And then he might even be clients who you’ve got a mobile numbers for this, this, or just to send me a message saying, Hey, we’ve got this project or, or, or they may be anticipating your next reached out to them. And so these are the people who aren’t afraid to spend CVS time and invest with your products and services because they know and trust you. So, so how do you talk to them? Well, these or your followers on your fans.

Den Lennie (5m 8s):
So don’t be afraid to play the role of leader. You know, you, you can wow them with statistics and case studies and whatnot, but, but actually these people already know and trust you. So the fact is it’s unlikely that you have an M tons of clients like this in your business, but you might have three or four. We have lots of desire there just wanted to know, can you do it and give us the price. And, and what Eugene Schwartz says about this level of awareness is like the simple and be direct. But above all, don’t be fancy. So these are the clients that are ready to buy. These are the people that lets you send you a message or going, Hey, I’ve got a project.

Den Lennie (5m 49s):
Is this much money? Can you do it? But these are the clients that you want to have. Okay? You want it to get everybody up to this level, but awareness level two is product to where now this is someone who is, well for me, the easiest way to describe this is that people who know what it is you’re selling, but perhaps they are on the fence. So they know that your, a video, a company, but they’re not convinced that you’d the video of company they should hire, or maybe the beam burned in the past, buy a similar service or a bit, a bit skeptical towards a new faces. And you just want to know if you can actually help them. If they need to know, if you can empathize with their plight, you no.

Den Lennie (6m 33s):
Can you prove and provide the salute? Can you prove you can do it in, can you provide a solution that it needs the norm in your industry and the new about your product. They know you have in your company and you know, where you can make a video. So where are those people while there is a good chance that that may be opted in to your email list. If you’ve got one, maybe they’ve made an inquiry on your website and maybe the following you on social media, they are interested. And, but they just haven’t taken the next step yet. So, and so how do you talk to this level of customer to turn these people and to ongoing clients and moved them into it most aware or, well, it’s all about building trust.

Den Lennie (7m 15s):
So at this stage, you want to be educating these opportunities to build more credibility. And this is where our social proof comes in. So, so think about testimonials from satisfied customers, people who can vote for you and consistency comes into play as well. So, so you want to be regularly sending information, I would say via email to catch their attention. You know, if your, on my email list, you will know that we sent you an email every single week for this podcast. Cause we want to make sure that you don’t miss it because there may be something that podcast just super-helpful for you. And your know, if you get a podcast emails, you get a proper copywritten shore notes with break down on what we’re covering on the podcast. So we wanna make that he, he, he kind of a constant touch points.

Den Lennie (7m 57s):
If we can connect with you 50 times a year and say, Hey, we’ve got this really cool thing. And then every now and again, we’ll send the link to something that we think is going to be really helpful for you. So we just recently we sent something to help support our friend <inaudible> who is getting a re some free training. So we will often use that opportunity to say, Hey, this was something really cool over hear. We think you might find interesting. And remember that that nurturing leads is, is a marathon, not a sprint. So you want to keep going. So, so here’s an example. So everybody knows American express, okay. And the offer credit cards. But how do you know if an American express card has right for you and your spending habits? How do you know if the American express platinum card is better than having a Citibank visa or MasterCard or out an NBN, a MasterCard, the American express of lead the way in differentiating itself by giving better points and better benefits.

Den Lennie (8m 53s):
There are no fees in the first year, extra miles than a lot of reward companies, M now other, a credit card companies, our definitely catching up. You know, when you see credit card adverts, no, it’s all about how many points or are they giving you a based on signing up? So the Wellcome offer is always with the key. Now you may or may not be able to consider doing that for, for your business. It may not work, but what other methods can you present in front of a client or a prospect to have them say, Hey, you know, these are the two of you should be, should be hiring. And that could be a simple as having retargeting ads with a customer case studies that are automatically sure when anyone who’s visited your website, because that’s one way to do, to raise the awareness levels of awareness.

Den Lennie (9m 38s):
Level three is a solution aware though it here, your prospect knows what they want to achieve. And we know that solutions exist, but they’re not necessarily aware that your specific solution exists. This will be very common in a video, a solution, or we are aware a market is a, is a warm prospect, but they are hungry for answers. They have a problem. The normally needs to shoot some kind of video and that are actively searching for providers. So think of them as investigators doing detective work, they want answers. They are actively searching for them, but you haven’t quite put it in a space under the, you know, your, your offer.

Den Lennie (10m 18s):
It hasn’t shown up. And they haven’t looked to that under the microscope. Chances are, they’ve seen on other production companies or the providers. Maybe you have seen ads on Facebook, or maybe they’ve Googled, but the don’t really understand what separates you from another company. So here’s a pro tip rate, gonna do a quick Google search after this podcast and just search the video production and your area. Okay. So video productions services your time and observe how every single site looks the same. Now we have an offer it for a lead magnet. Well, probably not many, I reckon probably none. So it’s white open for you to grab this.

Den Lennie (10m 60s):
You know, if you’re offering something like a and M six things you should know before hiring and video production company, then that is going to stand out up. If you, if you’re offering that are under the search phrase in a video production with Sydney and the ad in fact came up with the video productions. Sydney is six things to ask you a video production company before you hired them. That’s more lightly to grab attention. Then just like, Hey, you know, ABC productions. So maybe they’re looking at some videos in YouTube, maybe the things about doing it or Googling findings it as much as the can bouncing around you. No Facebook asking people that they are looking to become informed.

Den Lennie (11m 40s):
Now these are great prospects, cause they’re already sold on the idea of video. They just need to narrow down their search. So this is who you want to be targeting as, as the kind of the coldest. So the more information you can pull it out on LinkedIn, or the more people where you can connect with the more you can have that conversation starting, the more you will build up your front and funnel and, and have it. He steady stream of a proper opportunities coming through. And, and these are the kinds of people that you might find through targeted ads as well. So think of the language you would use on an ad for someone who’s already searching, you might use copy lake, are you searching away for a week to create great video and check out our five set guide to making video as quickly download it instantly?

Den Lennie (12m 29s):
I mean, obviously you’ll have a bachelor, but it a copy of the, that, but I’m not a copywriter. You know, this talks directly to those prospects who are actively looking and it gives them a definitive solution straight away. Now those kind of prospects in the search phase are more likely to click on your reboot, which is why it’s so important to have some kind of lead generation tool or mechanism on your website. And a lot of people come up at a against the resistance with this, but when it works extremely well, I just add a new client, joined me just a couple weeks ago in to our foundation Programme who had, who have been aware of me for years, but recently downloaded the Ebix or the ebook was the re starting have that relationship.

Den Lennie (13m 14s):
So you want to be playing the role of teacher here. These people are looking for advice since they want to understand your product or service offering. And the value before we pull the trigger, these people are, are primed for free offer’s lead magnets, eBooks, or action guides, you know, or checklists, and in an autoresponder CD’s or a video series that helps them understand how the process works. Now, these prospects need to be nurtured and not strong armed. So by giving them some necessary attention and help them understand the information that they are looking for, you are going to build value and allow them to connect the dots and understand if they’re getting this much value for free, then perhaps your going to be a great choice to work with.

Den Lennie (13m 60s):
And in M you know, it it’s all about offering value so that people can make an informed decision. You know, the mere exposure effect says that it takes 15 to 18 points of contact with someone, a brand product for a service before you feel comfortable reaching out to have a conversation or even close to a sales. So anything you could do to accelerate that process will super, it really, really helped you. People will generally go back to the first person who offered them value. So he’s a really good prospects in video space. I’d say that the chances are most people are in this solution aware our camp. Okay. And then they’re are a great opportunity too, to, to nurture it with, with the value.

Den Lennie (14m 43s):
So we go Valu at the solution, aware or evidence and proof at the, a product aware, and then the most aware it’s just like, you know, being available now level for his problem aware, but at this level, prospects normally have a problem. They know that they’ll probably be doing a video, but the don’t know if we should do it themselves, or I’ve got a company to hire me to do that. They are not necessarily aware of the can do that in our budget. I don’t think I’d be wanting to target too many people in the problem of where our category, because they need a lot of education, a lot of convincing about the value of spending money on quality video.

Den Lennie (15m 26s):
And one of the mistakes I see a lot of people making is the, the trying to be evangelists for a video that is trying to convince someone, they should do a video. And that is, that is not the strongest position to be in because you will put a lot of energy in trying to convince someone to do video. When in actual fact you’d be better off working with people that are, you know, more developed in terms of whether they’re out on a journey and most people, no, you can shoot for you on your iPhone and upload it to the Facebook, Twitter, Facebook, whatever. So, you know, the, These people have a problem, but they don’t know what to do next, that kind of flying blind. And we don’t know where to turn. So these are the people who, you know, you want to make a video ad.

Den Lennie (16m 9s):
Now, if the right company, it could be a lot of opportunity here. As long as you recognize your gonna have to do a lot of work and you wanna have to be patient. If you have somebody who offers like a free video training or a video of service that, that train the people out to use that iPhone, and it might be a great fit. And maybe the Googling, how to make video, maybe the clicking in, on, on YouTube seeing how does shoot video of myself. And I mean, the mite, they might stumble across you threw organic search, but that they are mostly the don’t know what your selling the know anything about video industry. We have a problem and they know they have a problem is once you’ve identified.

Den Lennie (16m 49s):
And that problem, you know, if they’re going to assume that, you know, a thing or two about the solution, your job is to introduce your solution and persuade them to think of it deeper and have a closer look at what you’re doing. So what your journey in SWAT says here, or is this is where we can make some big promises and your, and your rants to this level of awareness. So you can be a little bit over the top. You could see things like the one thing you should do with all your video is to guarantee audiences, watch them a, it can be a bit dramatic just to get attention, but the, there are the things you can do. So you can say, Hey, here’s, here’s the out of fact, could Reed, how to guarantee your audience or watch a video. It’s a big board statement. You know, now a final awareness levels is unaware.

Den Lennie (17m 33s):
And this is where someone is completely unaware. The, even of a problem, they do not know anything about your product to service. All we have is that our own identity, that own beliefs and their own opinions, they don’t know about your products. And they don’t even know that it is an a, a possible solution. And you may not even know that thee, they have a problem. Yeah. You know, they’re they’re can be. So in aware that these prospects who are really not what your time, the completely clueless, they don’t even know they’ve got a problem. So if someone was unaware, they’d be like, oh, I didn’t notice that the sneezing, you know, I’m the next level up, have the stage a problem where we’d be O why am I sneezing?

Den Lennie (18m 19s):
I’m at, you know, the next level up you be saying, well, I’m, what do I want are the best treatments for the common cold? The next level up would be product to where I need a Panadol right now. And, or rather a or down in a Panadol or headaches or, or something else. Then the final level of awareness is I just need to go home and eat mum’s chicken soup. You know, that’s, that’s how it would go in, in a can of food analogy. So you don’t really want to be getting close to completely unaware of people, because they’re not even aware they have a problem. You know, they don’t necessarily have a lot of hope for improvement.

Den Lennie (19m 2s):
And so the not really a good prospect, I wouldn’t recommend going after unaware prospects. It’s just too much hard work. So who should you target? Well, reflecting back, the people that I think you generally want to be targeting are a product aware and solution aware. These are still two very distinct markets. And you have to think about who is you want the target because the language do you use, the word you use in how you communicate with them will have a huge impact on whether or not there’ll be responsive. So, so think about who you want to talk to. How do you want to talk to them? And yeah, hopefully that’s been helpful guys, and it is quite technical. It is something that takes a few goes to get your head around, but it is a really important thing to understand.

Den Lennie (19m 46s):
Ask yourself, this has owning your own video business and everything you dreamed that would be when he first got started. It might be hard to admit, but think about whether your genuinely achieving everything you sent out to when you made that decision to grab the camera and go it alone, or you really are working less, our, you really earning more. And our, you really in control chances are you’re bloody good at what you do, but you having to walk a dog 70 plus hours a week, whether it’s filming, editing, marketing, or any of the other jobs that come with the big boss, have your own video company. When you’re managing projects constantly searching out for new clients and worrying about cashflow, it’s easy to lose sight of the bigger picture or make real progress.

Den Lennie (20m 30s):
Let’s face it. That’s stress is the lasting you need. When your trying to run a profitable company that supports you and the people you care about. Truth is a business. It provides financial professional and personal freedom really is achievable, but maybe you’ve got that nagging feeling that you’re overworked, lacking stability, struggling to get to where you really want to be right now. It could be it. You just don’t know how to make a positive change on your own. So I created the video business accelerator coaching programs to really supercharge your video business with these unique coaching programs, you’ll learn all the tools you need to get complete confidence in the success of your video business. You can take the first step on your journey to a successful business that doesn’t control your life.

Den Lennie (21m 14s):
Let me show you how, head over to denlennie.com and click on Accelerator.