In this video, Angela and Scott take questions on various video marketing topics, including headlines, making your videos look more professional and makeup.
SCOTT: Good morning, and happy Tuesday. Happy Tuesday morning.
ANGELA: Yeah, good morning. It is Tuesday. It feels like Monday.
SCOTT: It does feel like Monday, and I’m still a little tired. We were at the Zac Brown Band this weekend in Darien Lake, and it was a lot of fun.
ANGELA: A little too much fun.
SCOTT: A little too much fun, so we’re just getting caught back up now. I had to work last night as well, too, so I’m pretty tired. I haven’t made my notes today, but Ange has some notes made today.
ANGELA: I do. I just want to give a shout-out to Kathy and Amanda, the two amazing ladies that shared the Zac Brown Band experience with us. Hopefully they’re feeling okay today. I don’t know if…
SCOTT: I think it was just us.
ANGELA: I think it was just us too. Yeah, I’m too old. I’m too old.
SCOTT: Anyway, what are we going to talk about today?
ANGELA: Q&A for video marketing today. I’ve got two questions, one of those from Stacy Arson about great headlines. Headlines to use for your video marketing, but great headlines really are for all of your social media marketing. Stacy Arson asked “How can I write a great headline that’ll get people to click on my video?”
I think that’s a great question. Headlines aren’t my specialty. I actually struggle with this, so I thought it was an interesting question that forced me to do a little more research. So, headlines. I think with great headlines, you have to solve a pain point first.
First of all, actually, I’m going to backtrack a little bit. We’re talking about video marketing, and the first question we have is about headlines. I’m backtracking because I’m not going to talk about hook headlines that are misleading, like “You Won’t Believe What Happens Next!” – unless it is actually something that you won’t believe. But if it’s just a hook to get someone to watch your video, I don’t like that, or to look at any of your marketing. I’m not a big fan of that. So I’m not going to talk about those types of things.
Do you know what I mean by that, Scott?
ANGELA: Yeah, like “Wait Till You See What Happens Next!” and the still frame isn’t even in the content that you’re watching.
SCOTT: Yeah, that was a really popular way recently, and I’m sure many of you have seen it online, to do headlines. I can’t even think of a good example, but “Man walks down street, steps off curb, and you won’t believe what happens next!” Then you click on the video and it’s not really about that. It’s clickbait, is what it is. What you don’t want with your headlines is clickbait. You need to find that happy medium in between that.
ANGELA: Yeah. So what is your video about? Be really clear on what your video is about and what pain point it solves for the viewer, and put that in your headline. Sometimes it’s tips. I don’t know what the psychology is behind it, but 3, 5, and 7 – “3 tips,” “5 ways,” “my 7 steps to losing 5 pounds in 5 days.”
SCOTT: Odd numbers.
ANGELA: Odd numbers and being authentic to what your subject is about.
I read this one today and I thought it was interesting, and I haven’t used this yet: it’s a disqualifier. So “5 tips for blogging (only for serious bloggers)”. Something where it disqualifies. They call it a disqualifier.
And of course, creating urgency by letting them know why they have to click on it now, or giving them a really good reason to click on it now.
I’m actually going to share a website if you want to learn more. There’s tons out there, but copyhackers.com has some interesting articles on writing headlines. You can go to copyhackers.com, and just in their search bar, google “writing headlines.” There’s lots of great tips in there.
As well, if you know a woman named Darlene Butts, she’s traveling across Canada right now. If you ever have a chance to do one of her workshops, she’s a blogger and a writer, and she has a lot of great resources for writing great headlines. I did one of her seminars recently. Even just following her, Darlene Butts, and asking her questions, because she is an amazing blogger and an amazing resource for information. So shout-out to Darlene there.
SCOTT: For me, too, your headlines need to be fairly simple as well. I think everything Angela said so far, I totally agree with. It is totally valid. But what you really want to accomplish with your headline is you really just want someone to watch your video.
Now, with these types of videos that we do, whether it’s a live video like this or it’s a prerecorded marketing video, a talking head – which is you on camera – the still frame or the image that they see before they hit play, if it doesn’t auto play, is just you talking. And if they just see you talking, they don’t really know what the video is about, so it’s really, really important that you have a headline that very quickly defines what you’re going to talk about.
The other big point for me is really knowing your target audience is really, really important so that your headline speaks directly to them. When someone reads your headline – on a short marketing video, definitely – when someone reads your headline, it needs to say “Yes, this is for me. This is the video I need to watch.”
An example someone gave to me once was if your target audience is people who have lower back pain and your headline is “How to Get Rid of Lower Back Pain in 3 Easy Steps,” if you have lower back pain you are definitely going to click and watch that video. That’s a great example that’s always stuck in the back of my mind.
When you’re trying to come up with a headline to inspire people to watch your video, really focus on your target market and focus on a pain point for them, or adding great value that will inspire them to actually watch the video. But it’s really, really important, headlines.
ANGELA: Yeah, for sure. I just want to say hey to Taylor, shout-out to Tay. I see you’re online. Thanks for joining us. If you have a question about video marketing, post it. We’d be happy to answer. Or if you just want to say hey.
Jodie, I see you’ve joined as well. Hey, Jodie. What are your questions? Are you still doing some live videos or prerecorded videos, Jodie? How is that working for you? Post, let me know, comment, and I will see if there’s anything I can do to help.
The other question that we had was making your do-it-yourself videos look more professional. As always, our live videos are always created on our smartphone. There’s a lot of gadgets that you can actually get now to livestream and do Facebook Live and live video, but your smartphone is your number one and most important tool for creating professional-looking marketing videos, whether they’re prerecorded or whether they’re live.
If you have a smartphone that’s… two or three years old?
SCOTT: I recommend two years old.
ANGELA: Two years old.
SCOTT: Ange needs to get a new one.
ANGELA: I need a new one.
ANGELA: Oh, okay Jodie, we’re going to talk about that in a second. First of all, Jodie actually says “I’m way too nervous and don’t do as many videos as I should.” Me too. Everybody. Not everybody – you’re with the 80% of us that feel the same.
I think number one is getting your camera, lights, and audio set up, and it’s all something that you already have. There’s only really one thing –
SCOTT: You’re talking about making your videos?
ANGELA: I’m talking about making your DIY videos look more pro. I think besides their smartphone, for me, it’s stabilization. We are using our smartphone right now, but we’re on a tripod. Our camera is on a tripod. So we’re not holding it, it’s not shaky, it’s on a tripod. I think that’s the most important tool.
SCOTT: I agree. I wasn’t going to say that. I was going to say lighting. But if the word you’re using is “professional” or “pro,” what makes something look more professional? Definitely image stabilization on a tripod. Every professional interview that you ever see on television has always got image stabilization on a tripod, or a camera operator who’s got a really, really steady shoulder. So I do agree with that.
But second to that for me would be lighting, absolutely lighting. And audio, but the audio you’re going to get out of your phone is already pretty good. Yeah, you can bring it up a little bit – and we do here, we have an external mic just because there’s two of us talking and we’re a little further from the camera. So you can get your audio better, but for most people, the audio that’s built right into your camera is good enough.
So focus on image stabilization and then lighting, getting balanced lighting, whether that’s being in front of a window where the soft light falls on your face, or you can make an investment in some lights. I’m going to be doing some videos on that real soon.
But again, you don’t really have to have that stuff. But if you want to be more pro, absolutely. Image stabilization would be number one; two would be lighting; and then three, if you want to get into some external microphones.
ANGELA: I know they say odd numbers – we just talked about headlines – but four, framing.
SCOTT: Yeah, framing.
ANGELA: I think framing, again, these are just tips that are really important.
SCOTT: Do you want to explain what framing is? Some people might not know what framing is.
ANGELA: Framing is how you appear on the camera, how close, how far, are you to the left, are you to the right. Framing is how you frame. You can see our frame is from here to… where, Scott? From here to there, and from up here to down here. For two people, this is good framing.
I’m just going to do something that I normally wouldn’t do, but I’m going to get really close. You don’t want to be like this. I think that’s too close, especially if you’re with someone else because then I look like a giant. But to me, this is too close, and I see a lot of people doing this. I just feel like it’s very in-your-face. How comfortable did you feel when I got that close to the camera?
I feel, to me, that your framing should be somewhere from chest up. Or it could be a little wider. I actually sometimes prefer a little wider, depending on who it is and if they’re talking with their hands. If they’re very outgoing I feel like it can be a little wider. I’ve seen it where people are behind – like we’re behind a table. You can’t see it. There’s a table right here. But I see some people are in front of their desk and they’re kind of knees to head. That works too. So don’t get too close.
And for women – and I only say this because I think women do this more, because I know I do it – when we want to take a photo of ourselves, we really like to be framed high. I think just keeping everything at eye level or close to eye level.
SCOTT: Okay. I want to get to Jodie’s questions, because we want to do more live interaction. These were some questions – I think that we’ve covered them. We talked about how high or low your camera should be, we talked about that last week, so if you’re more interested in that, you can actually watch – was it last week’s video or the week before? Yeah, it was last week’s video. You can go back and watch that.
But Jodie, I want to get to your questions. The first one was about – what was her first question? I can’t see it on the screen right now. Oh, being way too nervous and you don’t do as many as you should. Yes, absolutely.
The only advice I really have is you’ve just got to start doing it and trying to do it regularly. When I first started doing videos, I’d been behind the camera for a very long time, and I hated being in front of the camera. When I was getting into this training business back in October, I had no choice. I had to go on camera, and it was very difficult at first – borderline painful to do it.
But I forced myself to do it, and then every time it got a little bit easier and a little bit easier, a little bit easier, and then I got comfortable and then I’m like “Okay, now I should probably start doing Facebook Live,” and I had to repeat the whole process over again because that was very nerve-wracking for me, doing Facebook Live.
But my number one thing is just do it, and do it regularly. Commit a time each week to try and do a video, to go live or do a prerecorded video and get it out there. You’re going to make mistakes, and that’s good, because then next time you won’t make that mistake.
So as far as being nervous – you’ve probably got a couple pointers, too.
ANGELA: Wasn’t our very first episode four weeks ago about camera confidence?
ANGELA: So go back to our live feed from four weeks ago. It was about camera confidence. We did a 12-minute live video. That will help.
But I know some things, like before you film, just give your hands a rub or listen to a song or shake it off, that can help.
SCOTT: The other one is really focusing on your target audience and knowing who they are. You’re actually helping them. Don’t look at yourself in the camera; look right into the lens and deliver that there, and focus on them and helping your target audience. If you’re looking at yourself, you’re way too self-conscious and that’ll make you even more nervous and more likely to slip up, and just you’ll feel really nervous.
But any previous episodes, if you guys want to watch them, you can go to videopowerup.com. It’s basically just like a blog, and you can watch all the previous episodes.
ANGELA: It’s like a vlog.
SCOTT: It is like a vlog. I’ve never been comfortable with the word “vlog,” but it is essentially a vlog, and we actually transcribe it as well.
ANGELA: It’s funny, because we’re talking about confidence and you’re also asking about prerecorded video versus live. We did a video on that I think three weeks ago, but to summarize it, they’re two different things.
Prerecorded videos are typically less than two minutes. The nice thing about prerecorded video is that you can film it over and over and over again until you get it right and then post your favorite take.
Live video really needs to be more than 10 minutes, and the reason is because live video is a tool to engage an audience. It’s a marketing tool, but it’s slightly different.
To know whether you’re going to do prerecorded or live, it depends on your content, your subject, and your length of time. If you want to come on and give a quick message, why not be polished and do it live?
SCOTT: You mean recorded.
ANGELA: Sorry, prerecorded instead of live. Because live actually takes one to two minutes to broadcast to your audience, and if you’re only doing a one or two minute live video, by the time your audience gets there, you’re no longer live. You’re actually in the queue, waiting for the rerun.
So if you’re going to do a one or two minute message, might as well do it prerecorded, get the message out right, feel good about it, and then broadcast it yourself from there.
SCOTT: Absolutely. I totally agree. Which one’s better than the other? I don’t think one is better. I believe that we should be all doing both strategies, because they’re very, very different.
The one thing that I said before about the two different strategies is the two-minute marketing video is very useful for cold leads or people who don’t like, know, and trust you yet, and they’re just floating around the top of your sales funnel, if you have a sales funnel. It might get them into it where they’re going to start watching your two-minute videos because there’s really valuable information there.
For live videos, you take advantage of the time; they need to be a little bit longer. People need to invest a little more time, so it’s about engaging people who are probably influenced by you already.
But I believe that both strategies are really, really important.
ANGELA: Yeah, for sure. I’m not sure if that helps or not, Jodie. If you need any help at all, you can always reach out to me on Blue Lizard Productions. I think we’re also actually connected personally. So if you’ve got more questions, you can come back next Tuesday and we can answer those for you, or you can just reach out to me personally or comment in this chain of messages, and I will answer that too.
There was actually one other thing, Scott, that has been brought up to me. Again, this goes for women, but not just women. We talk about makeup. When we’re filming, if you wear makeup, then absolutely wear makeup. Look like you.
But sometimes what happens is when I’m filming – not when I’m personally filming like I am now, but when I’m helping others film a professional video – some women come in and they’re a lot more made up than they usually are. They’ve got their hair and makeup done for the video.
They get their video and they feel like – and this happens so much, more than you would actually think; in fact, if you think that I’m talking about you, you’re probably one of the 80% that feel this way – they watch their video and they say “That doesn’t look like me. It sounds like me, but it doesn’t look like me.”
I was having a conversation with someone the other day, and when you’re going to shoot your video, I think it’s just really important to be yourself. If you are a light makeup wearer, then if you’re doing your makeup yourself or if you’re having it done, do it the way you would normally do it. Don’t let someone overdo your makeup because they think – this isn’t photo. This isn’t for a photo. Once you do your video, you’re not going in and Photoshopping things to fix it. You have to be really natural-looking.
So whatever your natural look is, if you were going out to a meeting or if you were going out with friends, whatever your natural look is, try to replicate that.
And if you’re not a makeup wearer, a little bit of powder goes a long way. I think that’s what I was getting at in the beginning – for men, especially if there’s maybe a receding hairline or thinning hair, a little bit of powder goes a long way.
People ask me, “Do I wear makeup? Do I get my makeup done?” I think if you wear makeup, wear makeup. But if you’re going to get it done professionally, or even if you’re going to do it yourself for video, don’t lay it on thicker because you think that it needs to be thicker for video. That was a conversation that I had with some women the other day.
And then for men, if you’ve got a receding hairline or if you don’t have hair, maybe you shave your head or maybe you’re bald, a little bit of powder goes a long way when you’re filming your video. We were talking about making it look more professional.
SCOTT: Yeah, absolutely. That’s good advice.
ANGELA: Yeah. Awesome. So I think those are our questions today. Do you have anything to add?
SCOTT: No, I can’t think of anything. But yeah, we sit down and we’re like “What are we going to talk about?” Really, honestly, send us your questions. Last week some people gave us questions afterwards; do that again. Send us some questions, and we’ll address them next week.
ANGELA: We will. So that’s a wrap on Episode 4. We hope that you found it helpful, and we will see you next week. Bye!