Once upon a time, every web marketer heard that video was the latest, greatest marketing thing they could do.
So they made millions of videos and put them on YouTube and said, "Look at all our videos! You must watch and become our customer!" Yet despite all the videos uploaded, few were watched, less were shared, and almost nobody became a customer. What went wrong?
Every marketer knows that "content is king." So what makes good video marketing content? A good story, that's what!
"Going Hollywood" means making a great STORY that people want to watch and share – and a good story is the magic spice that gets your viewers to take action and become your customer.
A good story, however, is usually what's missing from most marketing videos. This course will teach you how to write and produce Hollywood-style video stories that market your company to your buying and sharing audience.
How We Help You Learn: Much like a TV talk show, your co-hosts include an experienced teacher and his young student. Kevin Campbell sold his first feature film to Lions Gate Entertainment and has 35+ years of professional story-driven video production experience; his student Mindy is an actress who will use his lessons to market her on-camera spokesperson skills to corporate clients.
We'll walk you through each step in ways that makes it fun to learn how to tell stories, with simple exercises that anyone can do at any skill level, from beginners to experts.
From the very first lessons you'll be making online video content that will work to market your business and pull in customers and fans. There's not much waiting around, you get to dive right in!
What are the requirements?
What Will I get from this course?
What is the target audience?
Your two hosts, Kevin and Mindy, using a lively talk-show format, welcome you to the course. We explain that “Going Hollywood” means telling a good story that entertains and informs your viewer. “Hollywood” also means “making money,” and we’ll show you how to tell video stories that build your business. For online marketing, where “content is king,” this course will show you why the best content is always a great story.
Who are your hosts? Kevin has 35 years of video and film production experience, and Mindy is a young actor and entrepreneur who will represent the beginning student. We present our bios and let you know that you’re in expert hands.
Our course is designed for entrepreneurs and small business owners who want to get the best marketing results from video without spending a ton of time or money. It’s also designed for online marketing agencies who want to learn how to correctly use video to market for your clients.
We won’t learn much about technical stuff, equipment, software, or much about internet marketing and SEO (which you can learn in other Udemy courses).
We tackle the most common fears beginners have about video story selling, such as:
Does every video have to be a story?
What if I’ve signed up with a web marketing company?
Will this work for any business?
Why go big? Can’t I be boring?
What if I HATE to be on camera?
Is this expensive? What if I have no money?
What if I tried video before and it didn’t work?
What if I’m a terrible writer?
How long does it take to see results?
Overall, your video stories will be designed to:
Appeal to your current customers
Bring in new customers (inbound marketing)
Be shared by fans (non customers) on their social media networks
While fiction stories are designed to mostly entertain the audience, nonfiction marketing stories have more work to do, namely:
Financial incentive — money at stake
Emotional connection, so audience will like you
Let’s show you how to create a simple marketing story that your client can tell about you. We’ll demonstrate all the story beats and video creation steps by making a video, right here on camera, of Kevin telling a true marketing story about hiring Mindy as an actor to impress his client.
Kevin and Mindy create a “Han Solo” testimonial marketing story using all the story beats we’ve learned. After watching this lesson, please watch the finished video to see how simple it is to create this type of highly effective marketing/testimonial video.
You want your viewing audience to DO something after they see your video. We help you decide the best way for your viewers to engage with your company: a phone call, email, or an in-person visit. We review the most common ways to connect with viewers, how to automate the process, and how to encourage your viewers to share your video on their social media.
YouTube is the big kahuna of video hosting, and the #2 search engine, so your audience expects to find you there. We show you the basics of setting up your channel, writing headlines and text that help YouTube classify your video for anyone searching for you.
We wrap up your lesson on making your first video stories, and get you ready for your next section.
You must make video marketing a priority, and you must schedule the process in order to make it work. We list the tasks and times needed and help you with some shortcuts to make the process easier to manage. We also cover the basics of WHEN to release your videos on YouTube and social media. The key online video marketing on YouTube is to schedule new releases. Just as popular TV shows (and online shows) release new episodes on a certain day each week, you must schedule releases as well.
Great Hollywood stories come from great ideas, but how do you know which ones are best to film? You must pitch your ideas so you only film the ones likely to succeed. We show you how to create a feedback mechanism so you can present your ideas, get some critiques, and then only develop the best ones. We also review how to write a headline, story synopsis, and to write like you talk.
If your website is confusing or difficult to navigate, then all your video stories will be a waste of time and money. We provide a checklist to turn your average website into a marketing machine that will help your visitors turn into customers.
Video is great but it can’t close a sale. The key to success in a service business is to follow-up. Once a video opens the door, set up a system for answering all phone calls. A customer relation management (CRM) software system can automate much of your marketing follow-up.
You’re not making video stories for everyone. You’re targeting a specific audience that is likely to respond to your message. Those basic audiences are:
Future better customers
Non-customers who can spread your message
This section will show you how to learn important audience details that will drive your video story decisions.
Hollywood makes TV shows for those who pay for access to the audience (advertisers). Your audience will be those who can pay you for your ability to solve their problem. We’ll learn how to target current customers first, which will lead to better paying future customers.
Everyone in your audience — your TARGET MARKET — has a set of beliefs and expectations that is, for the most part, unchangeable. It’s up to YOU to create stories that will attract people who share your worldview about the problems you solve.
Let’s head back to your YouTube research and channel subscriptions and study those other producers who are making videos that target the same audience that you are targeting. Study their text descriptions and take note of their audiences so you can craft your stories to focus on how YOU solve your client’s problems.
If you want to “Go Hollywood,” you want your videos to look and sound as professional as possible. The most common problem: how to talk TO the camera. For that you’ll need a teleprompter. We show you low-cost prompter options and software, as well as free low-tech solutions to looking professional while speaking on camera.
The biggest problem for first-time video storytellers is usually the audio. We’ll cover low-cost microphones, and how to use them.
You want to look good on camera, so you’ll need a few basic lights. We cover the types of low-heat fluorescent lights, as well as low-cost LED lights and the basics of how to use them for lighting faces.
Adding extra images and video really helps your videos tell a better story. We also show you where to find good low-cost and free stock photos and videos, as well as free background music.
While there are great animated video choices out there to make explainer videos, whiteboard videos and make awesome special effects, you still have to write a good story.
Hollywood is so successful because it understands the power of formula, especially for TV shows. It’s easy to borrow popular TV show formats and templates to make a great low cost online show for your business. By reviewing a few successful online shows we’ll show how using a simple template will save you time, money, and help you produce great story content on an ongoing basis.
Video blogs used to be the starting point for simple online content, but let’s call them what they are: TV shows that are entertaining and informative for your audience. We review the popular online shows from YouTube stars like Marie Forleo, John Green, Patrick Bet-David and several others.
It’s time to plan your show! We review the steps you’ll take, from pitching your show idea to filming and editing your first episodes, to posting on YouTube and your website.
We list the pros and cons of all the major video hosting and distribution platforms, such as YouTube, Vimeo, Facebook, Instagram and Twitter. We also cover the benefits of putting videos on your website, a separate blog, and in your email marketing.
Facebook loves video but has different rules. Your videos won’t reach everyone who follows you, unless you pay, but there are plenty of free ways to connect with your Facebook fans and build engagement.
If you’re targeting businesses and professionals, LinkedIn is a better platform than another social media sites. We’ll show you the best ways to use video on LinkedIn to reach your current customers as well as new business prospects.
There’s plenty of other great successful branded stories from brands like Purina, Nespresso, BlendTec, Procter and Gamble, and other companies. We review the way they made their branded stories so you can make similar videos, even with a low budget.
We review the best elements of Branded Stories and how to use the PDF to watch successful online stories.
If you need sales right now, you can always pay for your stories to reach a bigger audience. We introduce you to the best places for paid placement: Facebook and Instagram.
The video stories that work best on social media are both short and silent. We cover the basic story beats that are most successful on Facebook and Instagram.
You can learn more by watching great video story examples than by any other study method. We show you how to view and study these successful videos, and give you pointers on adding these techniques to your marketing videos.
We study successful video story campaigns about these industries, so you can apply their concepts to your business marketing videos:
A long-time veteran of television, film and online video, Kevin Campbell loves to write and produce visual stories. He started his career as a TV reporter, then commercial TV producer, then corporate videos, and eventually produced his first feature film which was distributed by Lions Gate Entertainment in 2002. He jumped into online video back in 1996 and has since created hundreds of story-driven video marketing campaigns. His previous clients include the National Fibromyalgia Association, Cessna Aircraft, HBO, JVC, Rent-A-Center, PetAid, Fairmount Cemetery, Denver Gay & Lesbian Chamber of Commerce, Avtrak Aviation, American Furniture Warehouse, Bio-One Crime Scene Cleaning, New Early Orthodontics, and many others.